AdWords is a tool, not a strategy. It can grow or deplete a business, depending on the user's skill and understanding of essential principles. While Google AdWords For Dummies shows in great detail the mechanics of working with AdWords, it also presents AdWords in the context of direct marketing. Part I: Becoming a Google Advertiser introduces AdWords and explains the ways in which it represents a revolution in advertising that requires several marketing mindset shifts. Part II: Launching Your AdWords Campaign shows readers how to build and manage their campaigns. Readers learn how to conduct quick and cheap market research, so they can craft a message that cuts through the clutter and makes their business stand out. Then they learn how to create compelling, action-triggering ads Part III: Managing Your AdWords Campaigns helps readers choose settings, including which network(s) will display their ads, how much to bid on each keyword, where in the world and what time of day to show the ads, maximum daily spend, and many others. Includes strategies for improving campaigns to decrease spending and increase profits and shows readers how to use Google's own AdWords Tools to tweak and manage their campaigns. Part IV: Converting Clicks to Clink deals not with AdWords, but with the web pages the ads are pointing to. A lousy website means very expensive AdWords clicks. Part V: Testing Your Strategies and Tracking Your Results presents how to test lements of your marketing and tracking results. This extends to Web pages and emails, and shows how to use Google Analytics and 3rd party services and tools to consistently improve your sales process. Part VI: Parts of Ten shares campaign management tools, beginners' mistakes, tips from the pros on writing great ads, and case studies of successful AdWords campaigns.