This ebook is written for Google AdWords practitioners that already have basic knowledge in setting up and running AdWords accounts. The book explores advanced techniques and ideas that I have picked up and developed over 10 years running AdWords campaigns for small to large scale clients. I explain the idea behind each technique and I give you ideas and example cases on how I have used it. I then show you how to set it up step by step inside AdWords. We also look at how to interpret results and how to apply it to your own campaigns, we look at real data and actual results. The book is made up of modules and not written in a particular order, so you can choose a module or technique that seems useful to you, learn about it and apply it to your own practice. All the techniques taught can be applied to almost any AdWords account, they have been chosen for their practicality and usefulness.