1. Making Money with Your Web Site

   1. Chapter 1 Build It and They Will Come: Creating Popular Web Sites

      1. The Taxonomy of Success
      2. Popular Sites: Using Alexa
      3. How Much Content Is Enough?
      4. Presenting Content
      5. Content Architecture
      6. Action Items

   2. Chapter 2 Driving Traffic to Your Site

      1. Creating a Plan and a Story
      2. Submitting Your Sites to Search Engines
      3. Working with Directories
      4. Becoming Popular
      5. Publishing Press Releases
      6. Syndication Feeds
      7. Using Email Lists
      8. Action Items

   3. Chapter 3 Optimizing Sites for Search Engine Placement

      1. How Your Site Appears to a Bot
      2. Excluding the Bot
      3. Meta Information
      4. Creating a Site with SEO in Mind
      5. Avoiding Overly Aggressive SEO Practices
      6. Action Items

   4. Chapter 4 Making Money with Affiliate Programs

      1. Kinds of Ad Programs
      2. Understanding Affiliate Programs
      3. Working with an Affiliate Program
      4. Action Items

   5. Chapter 5 CPC Advertising

      1. CPC Terminology
      2. Understanding Contextual Relevance
      3. CPC Program Vendors
      4. Placing CPC Ads on Your Site
      5. Action Items

   6. Chapter 6 Profiting from Adult Sites

      1. Creating Adult Sites
      2. Making Money with Advertising
      3. Publicizing Your Site
      4. Action Items

2. Getting the Most from AdSense

   1. Chapter 7 Understanding Google, AdSense, and AdWords

      1. The Syntax of a Google Query
      2. Google's Parts
      3. Automated Ad Brokering: AdSense and AdWords
      4. Action Items

   2. Chapter 8 Working with AdSense

      1. Applying for an AdSense Account
      2. Setting Account Options
      3. AdSense Content and AdSense Search
      4. AdSense Ad Settings
      5. AdSense Search Settings
      6. Action Items

   3. Chapter 9 Making Sense of AdSense

      1. Ad Performance
      2. Search Performance
      3. Your Earnings
      4. Tools Beyond AdSense for Tracking
      5. Action Items

3. Working with AdWords

   1. Chapter 10 Using AdWords

      1. Signing up for an Account
      2. Creating and Editing Ad Campaigns
      3. Ad Groups
      4. Site Targeting
      5. Getting a Client Manager Account
      6. Action Items

   2. Chapter 11 Improving Campaign and Ad Group Performance

      1. Monitoring Your AdWords Activity
      2. Optimizing Your Ads
      3. Modifying Your Campaigns
      4. Action Items

   3. Chapter 12 AdWords Reporting and Conversion Tracking

      1. Using AdWords Reports
      2. Working with Conversion Tracking
      3. Action Items

4. Using the AdWords APIs

   1. Chapter 13 Understanding the AdWords API

      1. Introducing the AdWords API
      2. Working with the AdWords API Web Service
      3. The AdWords API Services
      4. Signing up for a Developer Token
      5. Action Items

   2. Chapter 14 Programming the AdWords API

      1. Using the AdWords API with PHP
      2. Creating the Campaign Web Service Client
      3. Creating a Campaign
      4. Creating an AdGroup
      5. Adding an Ad
      6. Adding Keywords
      7. Verifying Your Creation
      8. Action Items

   3. Chapter 15 Navigating the AdWords Objects Hierarchy

      1. Working with the AdWords API Web Services
      2. Creating Authentication Information
      3. Iterating Through the AdWords Hierarchy
      4. Action Items

   4. Chapter 16 Keyword Estimation

      1. KeywordEstimatorService Messages and Responses
      2. Keyword Requests and Estimates
      3. Getting User Information
      4. Returning the Keyword Estimate
      5. Action Items

1. Glossary

2. About the Author

3. Colophon

The animal on the cover of Google Advertising Tools is a white-headed capuchin monkey (Cebus capucinus). The capuchin monkey is named after an order of monks, the Capuchins, because the color of the monkey's head is said to resemble a cowl worn by these monks. Native to parts of Central and South America, capuchin monkeys can be found in a range of habitats, including rain forests, mangrove forests, and wooded areas.

Traveling in groups of 6 to 20 monkeys, capuchins spend much of their day foraging for food. While they prefer fruit, capuchins will also eat leaves, nuts, flowers, insects, spiders, and sometimes small birds and lizards. Because food can be scarce, capuchins have to come up with creative ways to feed themselves. For example, they have been observed using tools to crack open the tough nuts of shells and teaching their offspring how to use these tools.

Scientists postulate that the challenges that the monkeys face in procuring food has helped develop their intelligence. Capuchins' small size and high intelligence make them good pets, and they are sometimes trained to act as assistants to paraplegic people. Most famously, perhaps, the capuchin monkey is the traditional companion of the organ grinder.

The cover image is from Wood's Illustrated Natural History. The cover font is Adobe ITC Garamond font. The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont's TheSans Mono Condensed.