In the last chapter, we introduced you to the world of AdWords and suggested some rules for playing the game. In this chapter, we will discuss how AdWords can work as an effective marketing tool. We will also discuss the importance of goals to measure the success of your AdWords marketing efforts. AdWords campaigns require continuous improvement (to adopt the phrase of W. Edwards Deming1), but improvement requires the ability to track results and gauge success.
KeywordsContent Management System Zero Moment Goal Type Tracking Code Sales Process
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