How big is this market? the rapid rise of paid search -- A $21 billion afterthought : how Google entered the advertising market -- First principles for reaching customers through AdWords -- Setting up Ad groups -- How Google ranks ads : quality-based bidding -- Big-picture planning and making the case to the boss -- Keyword selection and bidding : tapping into powerful AdWords features -- Writing winning ads -- Expanding your ad distribution : opportunities and pitfalls -- Measuring success : a "what's changed" report -- Increasing online conversion rates -- Online targeting 1995-2015 : fast start, exciting future.