Nothing in this book is theoretical - every concept and strategy has been tested under fire in some of the most competitive markets on Earth. When you play the AdWords game, you don't have much room to spin failure into success. You either make money or lose money, and the numbers tell the story.

This book strives to explain clearly, in layperson's terms, the AdWords mechanics and best practices for businesses large and small. You will discover how to build smart and elegant campaigns based on an understanding of the direct marketing principles. 

This book isn't meant to be read from front to back. It's more like a reference. Each chapter is divided into sections, so you can jump in anywhere and find out how to accomplish a specific AdWords task. 

You don't have to remember anything in this book. Nothing is worth memorizing. The information here is what you need to know to create and manage successful AdWords campaigns - and nothing more.