Cover -- Copyright -- Title Page -- Dedication -- Contents -- Acknowledgments -- Foreword to the Second Edition by Perry Marshall -- Preface to the Second Edition -- CHAPTER 1: 99 Percent of Advertisers Are Failing at Paid Search -- A Few Advertisers in Every Country Dominate Paid Search -- Virtually Every Business Category Is "Owned" by a Few Advertisers -- CHAPTER 2: The Foundation of Successful Paid Search Campaigns -- CHAPTER 3: Your Marketing Will Fail without Tracking -- What Website Analytics Will Tell You -- Learning More About Analytics -- CHAPTER 4: The First Requirement for a Profitable Paid Search Campaign -- Website Optimization -- A Better Way to Measure Website Profitability -- Sometimes Conversion Optimization Isn't Critical -- CHAPTER 5: Is Pay-Per-Click Advertising Right for You? -- PPC Works for Direct-Response Marketers and Online Retailers -- PPC Works for Brand Advertisers -- Why PPC May Not Work for You -- CHAPTER 6: What If You Already Have a Great SEO Campaign? -- PPC Visitors Come from a Different Demographic -- PPC Campaigns Get Faster Results -- PPC Campaigns Offer You Better Control -- PPC Provides You with Traffic Diversification -- CHAPTER 7: The Water Is Always Rising in Search -- Paranoia Is Justified: Your Competitors Are Really Out to Get You -- CHAPTER 8: The 100 Bidding Myth -- You Can't Buy Your Way to the Top -- Almost Every AdWords Advertiser Is Being Throttled -- CHAPTER 9: The Little-Known Metric That Can Increase Your Search Traffic 400 Percent -- Low Coverage Means Lost Opportunities -- Low Coverage Means You Are Overpaying for Traffic -- Win the Battle at the Bottom of the Page Before You Fight for the Top -- Coverage Problems Alert You to Campaign Problems -- Troubleshooting Coverage Problems -- How to Monitor Coverage -- CHAPTER 10: Clickthrough Rates Explained.

Why Is Clickthrough Rate So Important? -- The Difficulty in Estimating Clickthrough Rate -- Branded and Navigational Terms -- The Position of Your Ads -- Similarity between Ad Copy and Keyword Phrase -- Overall Competitiveness of the Keyword Phrase -- Other Quality Score Issues -- CHAPTER 11: The Ever-Changing CPC Formula -- The Evolution of Pay-Per-Click -- Advertisers Go Gaga for Google -- Simulating CPC Using Computer Models -- Summary -- CHAPTER 12: How Quality Score Works in 2014 -- What Are Quality Scores? -- Why Is Quality Score Important? -- History of the Quality Score Algorithm -- The Official Explanation of the AdWords Quality Score -- Do Landing Page Quality Score Factors Matter Anymore? -- How to Check Your Quality Scores -- Limitations of AdWords Quality Score Reporting -- Summary -- CHAPTER 13: How Do Shoppers Shop? -- The Six Types of Online Buyers -- CHAPTER 14: How Do Searchers Search? -- The Visitor Intention Model -- Identifying Your Visitors' Purchase Intention -- The Brand Ladder -- CHAPTER 15: Increase Your Clickthrough Rate by Nearly 50 Percent with Search Refinements -- Multiple Impressions Lead to Higher Clickthrough Rate -- CHAPTER 16: Building Your Keyword List -- The Four Most Common Keyword Research Mistakes -- Quantity Is Important-to a Point -- To Come Up with Keywords, Think Like Your Customers -- A Step-by-Step Guide to Keyword Generation -- Summary -- CHAPTER 17: How to Plan a Paid Search Campaign -- Two Common Campaign Setup Mistakes -- Start by Categorizing Your Keywords -- The Advantages of Planning Ahead -- CHAPTER 18: Cut Campaign Waste with Keyword Matching -- Google and Bing Match Types -- Which Match Types Should You Use? -- CHAPTER 19: Create Your Ad Groups -- What About Ad Copy? -- CHAPTER 20: The Art and Science of Setting Bids -- What About Bidding Tools? -- Figuring Out How Much to Bid.

Upward-Sloping CPC Curves -- Downward-Sloping CPC Curves -- The Most Important Concept in This Book -- Irregular CPC Curves -- Look for "Superconverter Keywords" -- Average Position and Conversion Rates -- Taking Down Tough Competitors -- Summary -- CHAPTER 21: Drag Visitors to Your Site with Killer Ad Copy -- Write Your Ads to Mirror Your Visitors' Intention -- Ten Quick Techniques to Increase Your ClickThrough Rates -- Seven Approaches to Writing Better Ads -- Eight Ways to Write Terrible Ads -- Ad Extensions -- "Borrow" the Best Ads -- Split Testing -- Measuring Results -- CHAPTER 22: Landing Page Design -- Evaluating Your Landing Page Design -- A Real-World Conversion Optimization Example -- CHAPTER 23: Monitoring Your Campaign Performance -- Why It's Important to Stay on Top of Your Campaign Data -- Key Statistics to Watch -- Spend by Country -- Spend by Channel -- Spend by Country and Channel -- What About Coverage? -- Don't Blow It Off! -- CHAPTER 24: Put the Competition to Work for You -- Prioritize Optimization Efforts -- Peek into Competitors' Business Models -- Benchmark Against the Competition -- Plan New Campaigns -- A Good Estimate Is Hard to Find -- Estimating Search Volume -- Estimating Impressions -- Estimating ClickThrough Rate (CTR) -- Estimating Conversion Rate and Order Size -- Estimating Competitors' Traffic -- Summary -- CHAPTER 25: Don't Starve Your Campaign -- How to Set Your Maximum Daily Budget -- How the Maximum Daily Budget Feature Works -- Summary -- CHAPTER 26: Don't Blindly Trust the Search Engines -- CHAPTER 27: Open All Night (Day Parting) -- The Demographic Marketers -- The Cost Cutters -- Summary -- CHAPTER 28: Product Listing Ads -- A History of PLAs -- Who Should Use PLAs? -- Setting Up PLAs in Your AdWords Account -- Targeting Options for PLAs -- Anecdotal Research.

CHAPTER 29: Mobile Search and Enhanced Campaigns -- Does Mobile Search Really Matter? -- Will Mobile Search Overtake Desktop Search? -- So Should You Care About Mobile Search? -- Google AdWords Enhanced Campaigns -- How Bid Modifiers Work -- Mobile Ads on Bing -- Comparing Mobile Ads on Google and Bing -- CHAPTER 30: Conclusion -- About the Author -- Index.