1. Making Money with a Website

   1. Chapter 1 Creating Successful Websites

      1. The Taxonomy of Success
      2. Tools for Measuring Popularity
      3. How Much Content Is Enough?
      4. Presenting Content
      5. Content Architecture
      6. Where Does Content Come From?
      7. The Power of Community
      8. Action Items

   2. Chapter 2 Creating Effective Marketing Plans

      1. Telling a Story
      2. Basics of Marketing
      3. Creating a Plan
      4. Creating a Checklist
      5. Naming Your Site
      6. Introducing SEM
      7. Comparing SEO with SEM
      8. Action Items

   3. Chapter 3 Driving Traffic to a Website

      1. Submitting Your Sites to Search Engines
      2. Working with Google
      3. Taking Advantage of Site Mapping
      4. Working with Directories
      5. Becoming Popular by Generating Inbound Links
      6. The Power of the Press Release
      7. Unleashing Your Inner Blogger
      8. Using Syndication Feeds to Your Benefit
      9. Creating Email Lists and Surmounting the Spam Problem
      10. Action Items

   4. Chapter 4 Nuts and Bolts of SEO

      1. SEO’s Evolution
      2. More About How Your Site Appears to a Bot
      3. Excluding the Bot
      4. Meta Information
      5. Design for SEO
      6. Using PageRank
      7. Linking
      8. Avoiding Overly Aggressive SEO
      9. Action Items

   5. Chapter 5 Making Money with Affiliate Programs

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

   6. Chapter 6 Making Money by Hosting Advertising

      1. Understanding Cost Per Click (CPC)
      2. Contextual Relevance
      3. CPC Vendors Compared
      4. Placing Ad Units on Your Site
      5. Display and Banner Ads
      6. Action Items

   7. Chapter 7 Understanding the Google Behemoth

      1. The Parts of Google
      2. Content Versus Search
      3. Anatomy of a Search Query
      4. The Automated Ad Broker: AdWords
      5. Action Items

2. Cashing in with AdSense

   1. Chapter 8 Working with AdSense

      1. Applying for an AdSense Account
      2. Setting Account Options
      3. AdSense Programs
      4. AdSense for Content Ad Settings
      5. AdSense for Search Settings
      6. AdSense for Feeds
      7. AdSense for Domains
      8. Video Units
      9. Linking Google AdSense to Google Analytics
      10. Action Items

   2. Chapter 9 Making Sense of AdSense

      1. Fundamentals of Navigation
      2. Understanding the Metrics
      3. Running Reports
      4. Statistics
      5. Downloading a CSV File
      6. Other Program Performance
      7. Optimization Tips
      8. Site Diagnostics
      9. Your Earnings
      10. Tools Beyond AdSense for Tracking
      11. Action Items

3. Working with AdWords

   1. Chapter 10 Using AdWords

      1. Signing Up for an Account
      2. Ad Campaigns and Ad Groups
      3. Getting a My Client Center Account
      4. Action Items

   2. Chapter 11 Improving Performance

      1. Monitoring Your AdWords Activity
      2. Campaign Management Tools
      3. Action Items

   3. Chapter 12 The Zen of AdWords

      1. The Customer Life Cycle
      2. The Path of Indirection
      3. Success via Iteration
      4. Targeting the Competition
      5. Estimating Traffic
      6. Exclusion
      7. Action Items

   4. Chapter 13 Advanced Performance Monitoring

      1. Using AdWords Reports
      2. Conversion Tracking
      3. Google Analytics
      4. Website Optimizer
      5. Action Items

   5. Chapter 14 AdWords beyond CPC

      1. Display Ad Builder
      2. Mobile Ads
      3. Video Ads
      4. Advertising on TV
      5. Action Items

1. Colophon

The animal on the cover of Google Advertising Tools, Second Edition, is a white-headed capuchin monkey (Cebus capucinus). The capuchin monkey is named after the Capuchin order of monks because the color of its head is said to resemble the monk's cowl. 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 these monkeys face in procuring food has helped develop their brains. Capuchins' high intelligence and small size 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. The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont's TheSansMonoCondensed.