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Advanced Google AdWords Paperback – April 5, 2010

ISBN-13: 978-0470500231 ISBN-10: 0470500239 Edition: 1st

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Product Details

  • Paperback: 552 pages
  • Publisher: Sybex; 1 edition (April 5, 2010)
  • Language: English
  • ISBN-10: 0470500239
  • ISBN-13: 978-0470500231
  • Product Dimensions: 9.4 x 7.3 x 1.2 inches
  • Shipping Weight: 1.8 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Best Sellers Rank: #780,232 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

See what other marketing experts have said about Advanced Google AdWords: 

Paid search expert Brad Geddes takes it to the next level, showing you not only how to get the most from your search advertising campaigns, but more importantly why you should use specific features and techniques, who you should be targeting with your creative, and when to use the scores of advanced tactics he describes for maximum impact and profitability.
-Chris Sherman, Executive Editor, Search Engine Land

Do you want to know how to win at paid search? Do you want to become an advanced AdWords user and make your organization successful at using PPC? Then read this book. Brad has compiled into one resource what it would take you a decade to learn yourself.
-Joshua Dreller, Vice President, Media Technology and Analytics, Fuor Digital

The real goal is to connect your business to the right searchers, engage them, and turn them into paying customers. That's what this book will help you do."
-Vanessa Fox, author, Marketing In The Age Of Google

This book raised my game-and I'm sure it'll do the same with yours.
-Howie Jacobson, Ph.D., author, Google AdWords For Dummies

About the Author

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (bgTheory.com) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.


More About the Author


Brad Geddes is one of the first Google Advertising Professionals and Microsoft adExcellence members. He was the first advanced AdWords Seminar Leader and works directly with Google to conduct AdWords seminars. Brad is a Search Engine Land columnist, moderator for Webmaster World, and has written about internet marketing for more than a decade.

Brad is the founder of bgTheory.com, a company dedicated to consulting, educating, and training businesses on Internet marketing theory and best practices.

Brad has worked with compananies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each year. His experience ranges from owning his own business and agency, to working for a botuqie agency, to managing programs that were official resellers of Google and Yahoo. Some brands he has provided markeitng for include: Amazon, Yahoo, RH Donnelley, Business.com, World Directories, Encyclopedia Brittanica, and Red Lobster.

One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

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Customer Reviews

This book is incredible comprehensive, illustrative and readable.
Brian B. Carter
Brad's book covers every detail of Google Adwords, from keyword research to ad creation to landing page optimization and customer acquisition.
Melissa Mackey
I started reading the book thinking I might not learn a lot, but at least it will be interesting.
Ron Drabkin

Most Helpful Customer Reviews

20 of 20 people found the following review helpful By adanacAndy on May 21, 2010
Format: Paperback
I've spent well over half a million dollars of my own money on AdWords and know a thing or two about what works and what doesn't. Trust me, this book has everything you need to know about using AdWords. I like the way the book is organized, with each aspect of AdWords explained in clear understandable language. A lot of guides and instructional books I've read use language that is too complex, or instructions that just don't make sense in the 'real world'. Brad Geddes is well known in the pay per click (PPC) world as THE guy who knows what he's talking about. I've followed Brad's advice via blogs and when he's spoken at various internet marketing seminars for the past three years, and wished I'd known about him sooner. If you're just starting out as an AdWords advertiser, or you're already a seasoned veteran, this book should definitely be part of your marketing plan. Andy :-)
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19 of 20 people found the following review helpful By C. Dzialo on June 23, 2010
Format: Paperback Verified Purchase
I am a Google AdWords Professional and Google Analytics Certified. I would recommend this book to anyone that wants to learn more advanced features AdWords, capabilities, and techniques for application in Search Marketing.

Some may think it is long at 522 pages, but they are filled with important complete knowledge. I like to read, so this was not a problem.

I would suggest people who have some experience and already have intermediate knowledge of the theory of search marketing and some experience in creating and driving sales and measurable performance with PPC.

For other professionals who want to expand their capabilities and go the extra mile, I would suggest getting some books on writing effective ad copy, landing page optimization, and Google Analytics.
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15 of 16 people found the following review helpful By Melissa Mackey on April 9, 2010
Format: Paperback
Brad's book covers every detail of Google Adwords, from keyword research to ad creation to landing page optimization and customer acquisition. Every chapter includes a checklist of best practices for quick reference, as well as detailed explanations of each facet of Adwords. Brad's easy-to-understand writing style and descriptive illustrations add to the usefulness of this book.

Whether your Adwords budget is $1 per day or $10,000 per day, you owe it to yourself to get this book. Keep a copy at hand for reference - you'll use it regularly.
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7 of 7 people found the following review helpful By Amazon Guy on June 7, 2010
Format: Paperback Verified Purchase
I'm brand new to Adwords and this book really does a good job of explaining how it all works. The text got kind of dry at first (probably because I didn't know what he was talking about) so I decided to jump right into actually using Adwords before I read any more about it. That was the way to go. After I started using Adwords I went to the book to answer all those questions I had, and it does a good job of explaining how it works. Would recommend this book.
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4 of 4 people found the following review helpful By David Pavlicko on June 7, 2010
Format: Paperback
Very good resource for anyone getting into adwords. Required reading for anyone who manages large or multiple campaigns.

I've always considered myself to be pretty good at managing ppc accounts, but I discovered I was making some mistakes with a few of my negative keyword match types. I made the changes, and within one week saw an increase of around 10% in impressions (and significantly more clicks) for a targeted keyword. It's little nuggets like this, scattered throughout the book, that keep it on my desk.

Some other things this book has clarified for me:

- recommended bid structure for multiple match type keywords within the same ad group.
- best practices for geo-targeted campaigns, and how not to shoot yourself in the foot.
- solid advice on improving quality score and the different factors related to position quality score.
- great tips for doing in-depth keyword research and best practices for setting up keyword lists. (extremely helpful if you do organic SEO as well.)

I could go on, but I think you get the idea. Just pick it up today, before your competitors learn these methods.
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9 of 11 people found the following review helpful By Brian B. Carter on April 1, 2010
Format: Paperback
Brad Geddes is one of the few AdWords experts I always pay attention to. He's one of the best in the field.

This book is incredible comprehensive, illustrative and readable. Both beginners and experienced pay per click marketers will find invaluable insights here. Brad fills in a lot of gaps that the AdWords Help screens don't cover. Otherwise, you'd have to get the info from an AdWords rep, and only the biggest spenders get the best attention from these reps.

Heeding this book's advice from the start will save you a lot of money and get you much better results. Highly recommended.
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4 of 4 people found the following review helpful By Ron Drabkin on April 2, 2010
Format: Paperback
I picked up this book on the strength of Brad's reputation. I love his email newsletter, for example - all my coworkers subscribe.

I started reading the book thinking I might not learn a lot, but at least it will be interesting. But! Guess what! The bite sized nuggets of info are great! Doesn't matter if you already know a lot, there are all of these tips and tricks. You'll know a bunch, but then you'll hit one and say, Hey! I haven't tried that ! Good idea!

Was great. I hit my numbers thanks to some of the ideas in the book.
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6 of 7 people found the following review helpful By Stacy Williams on April 1, 2010
Format: Paperback
Brad Geddes has a knack for translating complex concepts into easy-to-understand information. I'm also a search engine marketer - I've heard Brad speak many times over the years and always send my staff to his "Seminars for Success." I'm thrilled that he's published a book, which my team can use as a manual on an ongoing basis. `Advanced Google AdWords' is a superb overview of Google AdWords. It starts at a beginner level and goes step-by-step through the strategies and tactics for setting up and managing campaigns. The book also includes plenty of advanced content, even covering topics like Google's content network, image and video ads, and understanding reporting data. Specific screen shots and examples are included, which help illustrate each point. `Advanced Google AdWords' should be required reading for anyone, at any experience level, who's advertising on AdWords.
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