If you’re new to search marketing and you find the concept a bit daunting and confusing, there's a new book that can help. It’s called Google Advertising Tools, and
while the title clearly indicates its message is related to a single search engine, the advice it offers is universal. In fact, the first section, "Making Money with your Web Site,"
has little to do with Google or even search marketing, but rather takes a mostly higher-level view of the necessary ingredients required for online success, explaining the basics of creating a
profitable Web site and the various options for driving traffic to the site. The section takes the reader through explanations and explorations of search marketing basic like optimization
techniques, affiliate programs, and banner advertising before getting down to an in-depth explanation of Google's advertising programs. It includes a detailed look at the difference between
Google’s AdSense Program--a contextual advertising program that distributes ads to other content Web sites--and the company’s AdWords program, which displays ads based on search
results. The book is written by Harold Davis and published by O'Reilly. A more thorough look at the entire process of search advertising, from conceptualizing an effective campaign through
running and analyzing its results, is Andrew Goodman's Winning Results with Google AdWords. But for newcomers to search marketing, the book Google Advertising Tools is a good place to
start.
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