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Pay Per Click advertising

How Google changed advertising and how to master AdWords

Pay Per Click advertising
3.2 (17 reviews) Read reviews
ISBN: 978-87-7681-915-6
1 edition
Pages : 65
Price: Free

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This book is both an introduction to Pay Per Click advertising, as well as a guide on how to set-up Google AdWords and Facebook Ads accounts and make the most of them.

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About the book

  1. Description
  2. Preface
  3. Content
  4. About the Author
  5. Embed
  6. Reviews


This book is both an introduction to Pay Per Click advertising, as well as a guide on how to set-up Google AdWords and Facebook Ads accounts and make the most of them. From creating and structuring your account, to picking keywords and writing adverts, this book covers everything you need to know about the set-up process, on-going management and the many advanced options available to advertisers. Written by an internet marketer with over 10 years experience, with assistance from a full-time PPC specialist, this book offers an easy-to-understand look at this complex subject.


This book looks at Pay Per Click and how it has quickly become the world’s most used form of advertising.

When setting out to write this book, I didn’t want to cram it full of theory, leaving you at the end saying “that’s all well and good, but now what?” and I also wanted to avoid writing a step-by-step user manual, as there are plenty of good ones already out there. Instead, I decided to call on my experience as both an in-house online marketing manager and as a Pay Per Click advertising consultant to try and offer an all-round perspective on Pay Per Click – one that gives an insight into why Pay Per Click works the way it does, as well as practical advice for beginners on how to set-up and manage advertising campaigns that perform well.

The book will mainly look at the Google AdWords Pay Per Click system as this is not only the largest and one of the longest established platforms, but it is also the most feature rich. Once we have explored the ins and outs of AdWords, it would be silly not to look at Facebook Ads, the main player amongst a new breed of Pay Per Click systems that are giving advertisers access to the main social media platforms and completely different ways of targeting prospective customers.

As there are dozens of other Pay Per Click platforms, each of which undergoes regular changes, this can become quite a large and complex subject if you want it to be. If you can master everything you read here regarding AdWords and Facebook Ads then you will easily be able to use these skills successfully on other systems, like Microsoft adCenter and LinkedIn Ads.

I hope that by the end of reading this short book, you will see why, as an advertiser, Pay Per Click is something that should be embraced and used to generate substantial interest for an organisation, whether that is through enhanced brand exposure, new business enquiries or additional sales.

The business I run is an online marketing agency that offers Pay Per Click management as one of its core services. We have worked with hundreds of businesses around the world and we are yet to find one that can better the returns of Pay Per Click with offline advertising, such as newspapers, radio and direct mail.

The downside to Pay Per Click is that if you do not know what you are doing, then it can be an incredibly fast way to burn through your marketing budget. As it is so accessible, many people are jumping straight into it without taking the time to do the necessary research and learn the basics.

If you are planning on setting up a Pay Per Click account in the future then follow the tips throughout the book for my advice on the simple things you should do to really make Pay Per Click work.

Gareth Morgan


About the Authors

1 Introduction

2 What is Pay Per Click advertising?
How Pay Per Click works
What are Pay Per Click ads used for?
Pay Per Click terminology

3 A Brief History of Pay Per Click

4 Why Pay Per Click is so popular

5 Getting started with Google AdWords
5.1 Campaigns
5.2 Ad groups and adverts
5.3 Keywords
5.4 Bidding

6 Managing and improving Google AdWords
6.1 Split testing adverts
6.2 Geo-targeting
6.3 Ad extensions
6.4 Dynamic Keyword Insertion
6.5 Managing negative keywords
6.6 The Display Network
6.7 Automated rules
6.8 Analysing and reporting
6.9 Website landing pages

7 Getting started with Facebook Ads
7.2 Targeting
7.3 Pricing
7.4 Some basic optimisation tips
7.5 How others are using Facebook Ads

About the Author

Gareth Morgan

Gareth has been involved in internet marketing for nearly 10 years and has promoted hundreds of websites. In 2008, he set up Liberty, an online marketing agency based in Cardiff, South Wales. The business has grown to become one of the largest specialist internet marketing agencies in the UK.

Every month, Liberty helps over 100 businesses and organisations from across the globe get traffic to their websites. The company offers Pay Per Click advertising management, organic Search Engine Optimisation (SEO), website copywriting and social media marketing services.

Gareth is regularly invited to speak about internet marketing at industry events and has presented to hundreds of business owners and marketing professionals on topics ranging from setting up AdWords to developing content strategies.

Gareth is a qualified Google AdWords Advertising Professional and Microsoft adCenter Accredited Professional.

Outside of work, Gareth is a keen golfer and car enthusiast who likes to travel and watch live rock music.

Chris Gurner

Having started his career as a digital marketer with one of the largest financial companies in the UK, Chris then moved to Liberty where he now heads up the Pay Per Click team.

Chris specialises in online paid advertising, end-to-end customer journeys, tracking and using data to develop areas for growth.

Chris is a qualified Google AdWords Advertising Professional and Microsoft adCenter Accredited Professional.

When he’s not working or writing, Chris enjoys playing acoustic guitar, improving his culinary skills and trying his hand at mountain climbing.


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