The Rise of Google AdWords
How Google's advertising auction grew from a 350-advertiser experiment in 2000 into the engine behind most of the company's revenue by 2010.
Topic
Google AdWords
Building a Google AdWords Strategy Around Quality Score
A step-by-step way to set up an AdWords account with no wasted spend: structuring campaigns around intent and writing ads that earn Quality Score.
Building a Google AdWords Strategy in the Cost-Per-Click Era
A step-by-step 2004 build guide for a first AdWords account: campaign structure, match types, negative keywords and the relevance-weighted ranking system.
Common Google AdWords Mistakes (and How to Avoid Them)
Six mistakes tripping up businesses new to Google AdWords in 2004, from broad match waste to landing pages that never got tested.
Case Study: Winning With Google AdWords
A 2002 case study on the shift from flat-rate impressions to click-based pricing, and how one advertiser rebuilt its account to take advantage of it.
Google AdWords Trends Shaping 2002
The four developments that defined AdWords in 2002: the switch to click-based pricing, Overture's patent lawsuit, expansion abroad and a shift toward search.
A Practical Guide to Google Ads
How Google's year-old AdWords program prices, targets and ranks ads today, and why Overture's rival model is pushing the industry toward paying for clicks.
The State of Google AdWords in 2001
A snapshot of Google AdWords in its first full year: still a flat-rate, self-serve experiment overshadowed by the pay-per-click model Overture had proven out.
Mastering Google AdWords: A Marketer's Playbook
An operational playbook for running keyword-targeted search advertising, from setting up your first campaign to deciding when a term is worth bidding on at all.
12 Google AdWords Strategies That Work
Twelve concrete, tested tactics for getting real results from keyword-targeted search advertising, without wasting budget on broad terms that never convert.