AdWords in Depth

Bart Weller and Lori Calcott

Chapter Chapter 2 in The Definitive Guide to Google AdWords, 2012, pp 21-37 from Springer

Abstract: Abstract Google AdWords is complex, but at least the rules are the same whether you are a small local business or a Fortune 500 company. In this chapter, we will highlight the more important aspects of the AdWords system so you can gain an overview into the world of AdWords. We will start with an explanation of the basic terminology so you have a reference moving forward. We will then explain how cost is determined on the Search and Display Networks and how the auction process works. Lastly, we will review the basic structure of an AdWords account.

Keywords: Quality Score; Search Query; Match Type; Conversion Optimizer; Auction Process (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-1-4302-4015-0_2

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