Google AdWords: A practical guide to Search Engine Advertising

Google AdWords

A practical guide to Search Engine Advertising

Over the last several years, online advertising has radically changed the way advertisers reach their audiences. Where traditional media ends, online channels continue, offering immersive experiences that increase both brand awareness and business performance.

In this practical guide, you will learn how to reach your target group through search engine advertising (SEA), display marketing and affiliate marketing. SEA allows you to target users who are searching for specific keywords. Display marketing will place your ad in front of users as they browse other websites. Affiliate marketing integrates your offer into others' websites, forming a symbiotic relationship between yourself — the advertiser — and the sites’ publishers.

The possibilities of reaching your audiences are limitless. With endless options, however, often comes confusion. This book aims to take any confusion away and make you feel confident about your online marketing campaigns.

OWL Step-by-Step Guides

OWL Step-by-Step Guides convey practical knowledge in a simple and understandable way. They are written based on teaching practice by experts from the renowned Open Web Learning Institute and conceived in such a way that you can put your own projects into practice. Knowledge tests and exercises serve to deepen and consolidate the newly acquired know-how.

This OWL Step-by-Step Guide is part of the online course »Digital Marketing« at OWL Institute but can also be used independently of the course. The online course offers additional benefits such as personal support, quizzes, assignments and and a final exam including an official certification. Check out https://owl.institute for additional information.