Includes index.

What You're Not to Read -- Foolish Assumptions -- Meeting the Other Side of Google -- Meeting the Business Side of Google -- Google and Its Competition -- Two Sides of the Google Coin -- Google's Empowerment Model -- The Three Goals of Every Webmaster -- Google and Your Web Site -- Google and Your Product -- Getting into Google -- The Three-Step Process -- Meet Google's Pet Spider -- Keeping Google Out -- Building Your PageRank Through Networking -- Incoming Links and PageRank -- Human Networking -- Working the Link Exchanges -- Coding Effective Link Exchanges -- Distributing Bylines and Link Sigs -- Assessing Your Incoming Link Network -- Optimizing a Site for Google -- Optimizing Before Building -- Keywords, Keywords, Keywords -- Selecting a Domain -- Effective Site Design -- Page and Content Design -- Tag Design -- Poisoning the Google Spider -- A Glossary of SEO Terms -- Considering SEO Services -- Putting Google Search on Your Site -- Terms and Restrictions -- Getting Your Code -- Customizing Search Results -- Building Your Own Google Site -- Creating and Managing and AdWords Campaign -- Introducing Search Advertising and Google AdWords -- Old Advertising in an Old Media -- Old Advertising in a New Medium -- New Advertising in a New Medium -- What You Need to Get Started with AdWords -- Understanding How AdWords Works -- Seeing the Big Picture: The Google Ad Network -- Designing Your AdWords Campaign and Starting an Account -- The Big Picture: Campaigns, Ad Groups, and Keywords -- Setting Your Goals -- Preparing Your Landing Page -- Productive Budgeting -- Writing Effective Ads -- Creating an AdWords Account -- Finding Your Ads at Work -- Understanding AdWords Statistics and Reports -- Viewing Account Statistics -- Creating AdWords Reports -- Creating Effective Ad Groups -- Creating New Ad Groups -- Editing Elements of an Ad Group -- Researching and Refining Keywords -- Managing Ongoing Campaigns -- Pausing and Resuming Portions of Your Campaigns -- Repairing Broken Campaigns -- Pros and Cons of Geo-Targeting -- Setting Up Conversion Tracking -- Creating Site Revenue with AdSense -- Introducing the Google AdSense Program -- The Business of Serving Ads -- The AdSense Overview -- Evaluating Your Site's Eligibility for AdSense -- Content-Sensitive Ads ... or Not -- Running AdSense on Existing and New Sites -- Show Me the Money -- Working Both Sides of the Fence: AdSense and AdWords -- Starting an AdSense Account and Publishing Ads -- Joining AdSense -- Creating Your AdSense Code -- Viewing AdSense Reports -- Setting Up AdSense Channels -- Adding New Pages and Sites -- Removing Ads and Stopping Your Ad Publishing -- Enhancing Your AdSense Revenue -- Optimizing Your Site for AdSense Success -- Shooting for More Valuable Ads -- Improving Clickthrough Rates -- Filtering Ads -- Using Alternate Ads -- Google Business for the Larger Company -- Getting into Froogle and Google Catalogs -- Google as the Ultimate Shop Window -- Understanding Froogle's Index and Search Results -- Submitting Product Information to Froogle -- Optimizing for Froogle -- Getting into Google Catalogs -- Premium Services -- Premium AdWords -- Premium AdSense for Content Sites -- Premium AdSense for Search Sites -- Custom WebSearch -- Silver and Gold Search -- The Part of Tens -- Ten Site Optimization Resources -- Search Innovation -- HighRankings.com -- Mediumblue.com -- Keyword Verification and Link Popularity Tools -- TopSiteListings.com -- SEO Consultants Directory -- Search Engine World Tools -- JimWorld -- Eric Ward -- SEO Directory -- Ten SEM and SEO Tips from the Pros -- SEM Is (Somewhat) Revolutionary -- On Keyword Targeting -- On Finding the Balance between Free and Paid Marketing -- Optimization versus Incoming Links -- On Content and Site Design -- On the All-Important Title Tag -- Aiming for the Top Ten -- On Large and Small Companies -- Building Incoming Links -- The Most Important Tips.

The first-ever book to show businesses step by step how to capitalize on advertising programs offered by Google, the world’ s #1 search engine, with more than 200 million search queries per dayWritten by a veteran For Dummies author working in cooperation with Google, which will help support the bookFrom selecting the right keywords to crafting the right message, the book explains how to boost site traffic using AdWords, Google’ s hugely successful sponsored-link advertising program, which now has more than 150,000 advertisersAlso details how to make money with AdSense, a Google program that funnels relevant AdWords ads to other sites– and pays those sites whenever someone clicks on them