Pay-Per-Click Search Engine Marketing -- Praise -- Acknowledgments -- About the Authors -- Contents -- Foreword -- Introduction -- Chapter 1: The Art and Science of PPC Advertising -- PPC and Direct Advertising Fundamentals -- Components of a Successful PPC Campaign -- PPC Campaign Uses -- The Science of PPC -- The Art of PPC -- The State of the PPC Industry -- Chapter 2: How the PPC Machine Works -- Think Like a Search Engine -- How and Where Ads Appear on SERPs -- How Ads Appear on the Google Content Network -- After the Click -- Chapter 3: Core PPC Skills and Objectives -- Learn Scientific Advertising and Ad Copywriting -- Know Thy Customer -- What's Your PPC Strategy? -- Chapter 4: Month 1-Research Keywords and Establish Campaign Structure -- Week 1: Research Keywords -- Week 2: Create Your Campaign Structure -- Week 3: Adjust Campaign Settings -- Week 4: Use Conversion Tracking and Set Click Pricing -- Chapter 5: Month 2-Create Great PPC Ads -- Week 5: Take Stock of Your Advantages -- Week 6: Write Right -- Week 7: Explore Industry Examples -- Week 8: Understand Ads for the Content Network -- Good-Better-Best -- Chapter 6: Month 3-Design Effective Landing Pages -- Week 9: Understand the Differences between Site Pages and Landing Pages -- Week 10: Create the Mock-up -- Week 11: Lay It All Out -- Week 12: Design for Testing -- Chapter 7: Month 4-Advertise on the Google Content Network -- Week 13: Understand Google Contextual Advertising -- Week 14: Build Keyword-Targeted Ad Groups -- Week 15: Build Placement-Targeted Ad Groups -- Week 16: Launch and Refine Your Content Campaign -- Chapter 8: Month 5-Launch Your Campaign -- Week 17: Bid Your Brands -- Week 18: Make Prelaunch Double-Checks -- Week 19: Flip the Switch -- Week 20: Perform Early Course-Correction -- Chapter 9: Month 6-Optimize Your Campaign -- Week 21: Review Your Top-Level Reports.

Week 22: Review Your Deep-Level Reports -- Week 23: Create Additional Useful Reports -- Week 24: Act on Your Data and Optimize Your Account -- Chapter 10: Month 7-Test Ads by Using Advanced Techniques -- Week 25: Implement Advanced Text Ad Design -- Week 26: Insert Ad Text Symbols -- Week 27: Use Google Content Nontext Ads -- Week 28: Perform Advanced Ad Testing -- Chapter 11: Month 8-Test and Optimize Landing Pages -- Week 29: Plan Your Tests -- Week 30: Use Google Website Optimizer -- Week 31: Conduct A/B and Multivariate Tests -- Week 32: Report and Interpret Results -- Chapter 12: Month 9-Migrate Your Campaign to Microsoft and Yahoo! -- Why Yahoo! Search Marketing and Microsoft adCenter Matter -- Different Look, Same Strategy -- Week 33: Understand YSM Differences and Advantages -- Week 34: Understand Microsoft adCenter Differences and Advantages -- Week 35: Create Google AdWord Exports -- Week 36: Upload and Fine-Tune -- What Is AdWords Editor? -- Getting Started -- Saving Time with AdWords Editor -- Spreadsheets Are Still Important -- Working with General Tools -- Getting Started -- Targeting Facebook Ads -- Managing and Reporting -- Using Facebook Ad Performance Reports -- Appendix A: Advanced AdWords Editor -- Appendix B: Facebook PPC -- Index -- Advertisement.