Google advertising tools 2nd edition

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Kieso, Jerry J. Thomas, Maurice D. Dorf, Robert H. Byron Bird, Warren E. Larsen, Morris L. Morton, D. Munson, Donald F. Young, Theodore H. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money. You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website.

Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why.

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