"Mastering Search Advertising" shares insight and professional guidance from an expert Internet marketer on how to launch, manage and improve already-existing pay-per-click campaigns, providing an inside look into a largely undiscovered and exciting industry. Richard Stokes, founder of AdGooroo, a leading search engine intelligence company, has over 15 years of experience in advertising and technology management and includes real-life examples, case studies and charts that reveal not only the basics of creating a pay-per-click campaign, but also break down the intricacies of the process into simple, easy-to-understand steps that will help any business leader focused on achieving a world-class marketing strategy. Successful tactics known only to a handful of elite search marketers are discussed in detail and include specific techniques on how to: ULLIIncrease search traffic while simultaneously lowering costs LIConduct keyword research LIDetermine the best starting bid prices for new keywords LIManage bids without expensive bid management software LILaunch a new campaign LIUnderstand the Google quality score algorithm/UL/LI Stop throwing your marketing dollars away and learn how to dominate Google AdWords today "A well researched, truthful, and up-to-date guide for pay-per-click marketers." Mike Mindel, CTO, Wordtracker.com