The Definitive Guide to Google AdWords 
By Perry Marshall and Bryan Todd

Table of Contents

Part One: Your Fast-Start Guide 
I. Google AdWords & the Art of War: Thrill, Obsession, Addiction, Fun............11
II. Old-Fashioned 21st-Century Direct Marketing: This is Your Best Weapon........12
III. Building a Campaign from Scratch: A Step-By-Step Example .........................15
IV. Your “Getting Started” Ad Content Checklist ...................................................30
V. Your Mission on Google...................................................................................31
VI. Making Your Campaigns Fly: The Magic of a Well-Planned Website...............32
VII. Your Method on Google ...................................................................................34

Part Two: Find the Person Whose Need You Can Fill Best
VIII. How You Can Be Profitable Out of the Gate.....................................................37
IX. Expanded Phrase Matching & the Power of Negative Keywords.......................40
X. Local Targeting: Find Your Customer Exactly Where He’s At..........................44
XI. How to Filter Out Competitors..........................................................................51
XII. People Are Spending Ferociously: How to Know if You Can Compete.............53
XIII. Finding Out How Much Your Customer Can Spend with You (It’s More Than
You Think).......................................................................................................54
XIV. Win Your Customer Over By Offering Him Something He Won’t Find Anywhere
Else ..................................................................................................................56
XV. Every Keyword is a Customer: Find Out How Many Can Be Yours.................59
XVI. Save Money: Filter Out People Who Only Look Like Your Customer...............68
XVII. Scott’s Dilemma: How to Get People to “Turn the Corner”...............................70
XVIII. Your Customer Knows Only So Much: How You Can Be the One to Educate Him
.........................................................................................................................71
XIX. Your Customer is Looking for You In Far More Places Than Just Google Search
.........................................................................................................................75

 Part Three: Find Out What Your Customer Believes He Needs Right Now
XX. Your Customer Has a “Conversation” Inside His Head Right Now: Uncover It, and
You’ll Have His Complete Attention ................................................................77
XXI. Your Customer Can Help You Improve Every Step in Your Sales Process .......81
XXII. How to Know if Your Customer Will Want Your Product Before You Try to Sell
it to Him: A True Story.....................................................................................86

Part Four: Talk to Your Customer Exactly as He Talks to Himself and Others
XXIII. Google Advice from Dave, the Homeless Guy..................................................91
XXIV. Echo Your Customer’s “Inner Conversation” and He’ll Take Action................92
XXV. Staying Organized Keeps Your Customers Clicking .........................................96
XXVI. This Google Feature Will Save You Time: But Watch Out .............................101
XXVII. Your Customer Longs to be Treated Like “Goldilocks” ..................................103
XXVIII. There are Lots of Ways You Can Get Your Customer’s Attention ..................105
XXIX. How Google Rewards You When You Have a Good Website (and Punishes You
When You Don’t)...........................................................................................108

Part Five: Make Your Clicks Worth More
XXX. How to Win at the Affiliate Game With Terrific Content................................113
XXXI. Anatomy of a Real-Life Pay Per Click Campaign ...........................................115
XXXII. What to Do When It’s Deathly Expensive to Compete....................................123
XXXIII. How to Beef Up Your Most Strategic Number................................................126
XXXIV. How to Always Better Your Best: “Kaizen”....................................................128
XXXV. Split Testing: How to Get Your Message, and Your Math, Right ...................130
XXXVI. How to Be Sure of Your Numbers Before You Throw Away a Good Ad ........135
XXXVII. Make Your Clicks More Valuable with Google’s Conversion Tracker............137

Part Six: Get More Clicks from More Places
XXXVIII. How to Make the “Content Network” Work For You......................................146
XXXIX. How to Show Up on the Websites Where Your Customer Hangs Out .............153
XL. Image Ads: Meet Your Customer in Even More Places...................................156

Part Seven: More Tricks & Techniques
XLII. Save Money on Clicks by Turning the 80/20 Principle on its Head .................163
XLIII. Do Less, Earn More and Live Better: Rediscovering the 80/20 Principle........165
XLIV. Milk Extra Dollars with Google’s Bells & Whistles........................................167
XLV. Google AdWords Cheatsheet ..........................................................................181
XLVI. Web Traffic Conversion Cheatsheet................................................................182

Part Eight: Your Questions Answered
XLVII. FAQ: Your Frequently-Asked Questions .......................................................184

Part Nine: Improving Your World
XLVIII. Social Engineering on the Cheap ....................................................................210
XLIX. Using AdWords to Feed & Clothe Orphans ....................................................212

Part Ten: Further Help & Services
L. How to Get More Help with Your Campaigns ................................................216
LI. More Tools & Resources from Perry Marshall................................................216
LII. Epilogue: Restroom Confessions of a Millionaire Marketer ...........................217