The document provides information on setting up and optimizing Pay Per Click (PPC) advertising campaigns on Google AdWords. It discusses choosing relevant keywords, structuring campaigns into logical ad groups, writing effective ad text, and testing multiple ads and bids to improve click-through and conversion rates. Common mistakes to avoid include having too broad ad groups, ignoring landing page relevance, and not testing multiple ad variations.

1. Pay Per Click Campaigns

2. AdWords Search Marketing MSN - AdCenter

7. When are you charged? Click 

15. Click Through Rate  someone types in your keywords

16. Generating ideas Thinking up ideas Spotting opportunities Widening your scope

22. Bidding tips

24. Working your way around the screen 1. Match types 2. CPC 3. Advertiser Competition

29. 1 2 3 4 5 6 7 8 9 10

31. NB: Volume and competition don’t always match Higher the competition and search volume, the higher the price

35. The Art of writing Ads

41. Common Mistakes

44. Structuring Campaigns the more structured your account is, from the very beginning, the more control you will have over every element of your advertising campaign

45. Keyword list Keywod phrase 1 Keyword phrase 2 Keyword phrase 3

49. Grouping

50. Adverts

52. Campaign Large Groups

54. Campaign settings

86. Analysing your results

93. Ad report for each ad

94. Search query