Includes index

Pay-per-click requires a solid foundation -- Your marketing will fail without tracking -- Installing tracking on your website -- Using your analytics software -- Use traffic maps to get to your destination -- Your primary goal as an Internet marketer -- Optimizing the length of your sales funnels -- Crash course in conversion optimization -- How to split-test your site -- Is pay-per-click advertising for you? -- What if you already have a great SEO campaign? -- 3% of advertisers dominate pay-per-click -- The water is always rising in search -- The $100 bidding myth -- The little-known metric that can increase your search traffic by 400% -- Clickthrough rates explained -- The ever-changing CPC formula -- Quality score explained -- Put the competition to work for you -- The foundation of search marketing : the visitor intention model -- Building your keyword list -- Planning and structuring your campaign -- Cut campaign waste with keyword matching -- Create your ad groups -- Monitoring your campaign performance -- Don't starve your campaign -- Setting your keyword bids -- Drag visitors to your site with killer ad copy -- The world's best affiliate ads -- Don't blindly trust the search engines -- Open all night (day-parting) -- Tying it all together