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Advanced Google AdWords, Second Edition Paperback – April 24, 2012

ISBN-13: 978-1118194508 ISBN-10: 1118194500 Edition: 2nd

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Product Details

  • Paperback: 600 pages
  • Publisher: Sybex; 2 edition (April 24, 2012)
  • Language: English
  • ISBN-10: 1118194500
  • ISBN-13: 978-1118194508
  • Product Dimensions: 9.2 x 7.4 x 1.3 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (46 customer reviews)
  • Amazon Best Sellers Rank: #52,974 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Step-by-Step Instructions
For building, managing, and optimizing your AdWords account.

Never Lose a Customer
Remarketing allows you to reach shoppers who abandoned their carts.

Bid Strategies for Any Budget
Learn profitable techniques that maximize ROI for all your keywords. www.sybex.com/go/adwords

Spice Up Your Boring Text Ads
Add phone numbers, locations, and images to your ads with Ad Extensions. AdvancedAdWordsBook.com

Landing Page Optimization
Design landing pages that result in phone calls and sales. www.sybex.com/go/adwords

Boost Your Quality Score
Learn techniques that will help raise your Quality Score. AdvancedAdWordsBook.com

Keyword Research Techniques
Choose the correct keywords for each stage of the buying funnel. www.sybex.com/go/adwords

Profit-Per-Impression Testing
Learn about the best testing metric that exists to measure your test results. AdvancedAdWordsBook.com

Optimize Your AdWords Account with Advanced Techniques, Tips, and Insights

Increase your AdWords ROI and drive more traffic to your site with this must-have new edition of an industry top-seller. Completely updated, Advanced Google AdWords, Second Edition is packed with in-depth information, expert advice, the latest proven strategies, and top-notch insights for quickly and effectively creating, managing, and refining AdWords campaigns that improve your bottom line.

  • Choose and organize keywords based on user intent and the buying funnel
  • Control exactly when, where, and how your ads are displayed
  • Write ads that connect with searchers to increase traffic and sales
  • Learn the secrets that make the display network perform to your goals
  • Master the testing of ads and landing pages to increase conversion rates
  • Leverage powerful remarketing techniques to convert site visitors whoabandoned their carts
  • Delve into bidding strategies, including enhanced bidding, and find all the ways to make every keyword profitable
  • Extract actionable information from the revamped AdWord Reports and get automated hints from Google on new opportunities
  • Develop a schedule-friendly action plan to continuously optimize and expand your AdWords account

Google AdWords levels the playing field for small businesses and international enterprises alike. Regardless of your AdWords budget or company size, the strategies covered inside this book will help your advertising become more profitable.

Praise for Advanced Google AdWords

"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

"Brad's book is a powerful combination of deep insight and simple prescriptionsthat will help anyone, from AdWords novice to seasoned pro, get more clicks and make more sales."
Howie Jacobson, Ph.D., author of Google AdWords For Dummies

"Brad Geddes is one of the few people in the PPC world that I trust to deeply know the facts, communicate them clearly, and add value with insights that save time and/or money. This book is perfect for anyone who wants to really learn paid search and discover the best ways to improve their results."
Craig Danuloff, Founder, ClickEquations

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 (CertifiedKnowledge.org) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, Afri-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.

Customer Reviews

4.7 out of 5 stars
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Great book and very detailed.
Amazon Customer
If you could read just one book about AdWords, this is the one.
Sakis Rizos
Brad Geddes is the best authority on Google adwords.
Elizabeth

Most Helpful Customer Reviews

10 of 10 people found the following review helpful By Sakis Rizos on August 30, 2012
Format: Kindle Edition Verified Purchase
I have been doing AdWords for a living for the last five years. I have read widely about AdWords. If you could read just one book about AdWords, this is the one. It may be a bit overwhelming for beginners, but if you are serious about AdWords you really have to study this one. Also, this edition (2nd) is much better edited than the first one. Definitely recommended.
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10 of 11 people found the following review helpful By Wijnand Meijer on April 19, 2012
Format: Paperback
If you read just one book about Google AdWords, this should be the one. It starts where the AdWords Learning Center and Learn with Google leave off. Every aspect of mastering this powerful advertising medium is thoroughly covered with plenty of examples to give you ideas for your own account(s).
It also includes important subjects that are not directly part of AdWords itself, but essential to your success, like landing pages and goal setting. By the way: I'd recommend reading 'Setting your marketing goals' (part of Chapter 13) before applying anything else in your account. Setting specific goals based on your business model is the most important thing you can do, yet many advertisers do not think hard enough about which goals will make them a profit.

The second edition is completely updated on topics like: modified broad match, advanced organizational techniques for match types, the AdWords Keyword Tool, analyzing the effects of discounts in ad copy on ROAS, Ad Extensions, Quality Score, new reporting features, mobile ads, YouTube ads, the Display Network (Contextual Targeting Tool, campaign settings, remarketing, topic targeting, interest targeting), AdWords Editor, conversion tracking (view-through conversions), bidding options (enhanced CPC, target vs. max CPA, automated rules), the Search Funnel report, AdWords Campaign Experiments, Custom Alerts, and many other changes that have taken place the past 2 years.

It's the kind of book that you will keep within reach while working on your campaigns, giving you a strong theoretical framework and practical guidelines to improve your results.
And if you're competing against me on AdWords, forget all I said and don't buy this book ;-).
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4 of 4 people found the following review helpful By R. Tinfow on September 6, 2012
Format: Kindle Edition Verified Purchase
Well organized, easy read, comprehensive. Strong in practical advice and strategy. Understanding content networks. I bought the Kindle edition and almost immediately bought the paperback so that I could markup and share with colleagues. Indispensable.
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2 of 2 people found the following review helpful By Roger Williams on January 9, 2013
Format: Paperback Verified Purchase
I have been paid to manage adwords for over 10 years and only found this book a year ago. It has completely transformed how I operate my accounts. Yes most of this is available online but sometimes I need to unplug and get away from the browser and just study the super complex mechanism known as Adwords. I also am signed up for his site Certified Knowledge where I can ask him questions all the time. Yes it costs money but I make my clients 100 times more because of it and they then pay me more so it works out. Oh and go get your adwords certification while you are at it, if you are serious anyway...
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2 of 2 people found the following review helpful By D. Peters on October 14, 2012
Format: Paperback Verified Purchase
I have spent millions of dollars on PPC campaigns. This book brings into focus the critical aspects of successful PPC campaigns that I have learned over the years.

All the important factors are here: vocabulary, organization, bid strategies, copy writing, testing and workflow.

I wish I would have had this resource years ago, I would have saved many hours and tens of thousands of dollars, maybe hundreds of thousands. If you are not a PPC expert and are running PPC campaigns you need to buy this book and apply its teachings.
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2 of 2 people found the following review helpful By Ricardo Russio on September 24, 2012
Format: Kindle Edition Verified Purchase
The book gave me a much broader view regarding strategies and management concepts that are not covered in other sponsored links courses.
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2 of 2 people found the following review helpful By P. Virji on May 21, 2012
Format: Paperback Verified Purchase
Brad Geddes truly has the ability to take something as complicated and nuanced as AdWords and explain it very well, in a warm and engaging manner, giving confidence to beginners and motivation to seasoned users. When his book first came out, I eagerly snapped it up and have read and re-read it countless times, each time learning something new. Applying his tips has helped skyrocket revenue.

The second edition provides even more value, with incredible insights into remarketing, ad extensions, modified broad match and more, all of which can yield significant results. Taking some of the new tactics allowed me to take a dead campaign and within 5 weeks turn it into a campaign generating a few thousand orders per month. Absolutely incredible. It's no wonder he was recently voted the "Most Influential person in SEM".

I cannot recommend this book highly enough-- buy it NOW!
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2 of 2 people found the following review helpful By Walter White on April 21, 2012
Format: Paperback Verified Purchase
If anyone asked me who the foremost expert on PPC is, I would answer Brad Geddes without hesitation!

I have been doing PPC for almost 10 years. And ever since I can remember, Brad has been one of the foremost experts in the field. I have had the pleasure of seeing him speak at events and classes several times. I never leave disappointed. From what I understand, he is one of the few people authorized by Google to teach Adwords courses for them. Basically, this guy knows his stuff!

This book is chok-full of useful Adwords information. From actionable research tips, to detailed how to's. I deal with Adwords EVERYDAY, and I still learned new things by reading this book. He covers in depth, everything from the history of Adwords, to Keywords research, to account structure, testing, landing pages and much, much more actionable information.

I recommend it to anyone who has an understanding of Adwords, but wants to take their knowledge set to the next level. Check out the "Who Should Read This Book" to see if thats you.
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