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Google AdWords For Dummies [Paperback]

by Howie Jacobson, Kristie McDonald
4.7 out of 5 stars  See all reviews (43 customer reviews)

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Book Description

December 6, 2011 1118115619 978-1118115619 3
The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!

Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.

  • Boasts approximately 85 percent updated or new content
  • Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more
  • Incorporates changes to the AdWords interfaces
  • Shares best practices in split testing, opt-in landing page structure, and ad group structure
  • Reviews new, free tools included in AdWords as well as new and improved third-party tools

With this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!

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Google AdWords For Dummies + Ultimate Guide to Google AdWords + Advanced Google AdWords, Second Edition
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Editorial Reviews

From the Back Cover

Learn how to build and manage AdWords campaigns that pay off for your business!

Google AdWords can be a complex topic, which is exactly why you need this book. Here you'll find it divided into manageable chunks, showing what you need to consider before you start, how to structure your campaign and ad groups, tips for creating landing pages that grab visitors, advice on campaign management, and ways to maximize your results.

  • Get started — learn to set up your account, use the AdWords Dashboard, plan your campaign, and write magnetic ads

  • Be direct — take advantage of the AdWords direct-marketing approach to generate leads, make new sales, and test your website and marketing efforts

  • Crunch the numbers — explore the tools in the AdWords interface that help you analyze your campaign and determine what's working best

  • Soft landings — see what goes into a perfect landing page and how to please Google's reviewers

  • Send in the clones — boost your results by cloning your campaigns

Open the book and find:

  • The two types of online marketing

  • Hints for reading the mind of your market

  • Why split testing pays off

  • How to measure your results

  • Tips on tracking conversions

  • Who may show up on your landing page

  • Ways to make your ads more effective

  • Ten common mistakes you can avoid

Learn to:

  • Use the new free tools includedin AdWords

  • Work with the new interface and use Website Optimizer

  • Create ads and landing pages that captivate visitors

  • Manage your account with AdWords Editor

About the Author

Howie Jacobson is an Internet marketing strategist who specializes in helping clients succeed with Google AdWords. Joel McDonald is a Google AdWords consultant and popular conference speaker. Kristie McDonald is a Google AdWords Certified Professional and a strategic marketing consultant. Howie, Joel and Kristie are partners at the online marketing firm Vitruvian, found at

Product Details

  • Paperback: 432 pages
  • Publisher: For Dummies; 3 edition (December 6, 2011)
  • Language: English
  • ISBN-10: 1118115619
  • ISBN-13: 978-1118115619
  • Product Dimensions: 9.2 x 7.4 x 1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (43 customer reviews)
  • Amazon Best Sellers Rank: #22,324 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews
25 of 26 people found the following review helpful
5.0 out of 5 stars Modest, Humorous & Thorough January 13, 2012
Format:Paperback|Verified Purchase
A few years ago at an airport, I got a call from Howie Jacobson. "Hey Perry, the people who publish the 'Dummies' books asked me to write an AdWords book and I said yes. Um, I hope that's okay."

I'd taught him AdWords early on, and he didn't wanna tick me off by competing with my own books.

"No problem, Howie. I just want to make sure all the people in the AdWords cartel are my friends."

Howie is a very good friend of mine and I'm proud of him and his book. I also know his co-authors, Joel and Kristie. The three of them run the online marketing firm Vitruvian. Allow me to tell you about Howie's book.

The first thing I like about this book is the cartoons. AdWords has gone from being a glamorous "bright shiny object" for make-money-fast types (deservedly so) to being quite a complex undertaking for large accounts.

The result is that about half the AdWords books and courses out there are dreadfully boring. They read like computer manuals. It's a shame to do that to AdWords because it's a game for people who understand people, just as much as it's a game for people who do spreadsheets. Howie's occasional humor is appreciated. You might want to use some humor in your AdWords career, as well.

And unless you want to drill down into your AdWords campaigns with Excel pivot tables and mind-numbing detail, this book contains all the basic information you need to build a large and successful campaign.

My favorite chapter is The Ten (or so) Top AdWords Mistakes. Success in AdWords is largely about having layers of refinement that most other advertisers don't bother with. This tells you what the 10 most important layers are.
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23 of 24 people found the following review helpful
5.0 out of 5 stars Way Beyond AdWords!!! September 23, 2009
This book should be read not only by people trying to learn about AdWords but also by those interested in narrowing down their market niches. I have spent hundreds of dollars in marketing materials, I hold an MBA degree but I must humbly admit this is the first time I actually understand my market niche down to the color of their socks.

It is amazing what you can do today with Google Tools and their readily available information, but it takes a book like this to learn and understand this powerful source of information and Howie Jacobson does an incredible job at communicating it.
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22 of 24 people found the following review helpful
5.0 out of 5 stars Outstanding reference September 4, 2009
Alright, well I actually have bought the book so here it goes:

This book will walk you through EVERYTHING. It'll tell you how to research your market, do the initial setup, and of course manage an entire campaign. Better yet, he gives you tips on what to do once you get someone to look at your site to increase the chance of them following through with your offer. I cannot recommend this book highly enough if you want to get serious about running Adwords campaigns.

And the icing on the cake? There's a certificate included for $25 in Adwords credits to get you started - more than what you'll pay for the book here on Amazon. How can you go wrong?
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10 of 11 people found the following review helpful
5.0 out of 5 stars Highly Helpfull September 18, 2009
This book follows the well written and informative "Adwords for Dummies" by the same author It contains new information you will not find hard to absorb. This book is also well written with the information presented intelligently. You do yourself a disservice if you don't read this book!
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9 of 10 people found the following review helpful
5.0 out of 5 stars Google Adwords for Newbies October 5, 2009
Format:Paperback|Verified Purchase
I waited for this book to arrive as soon as it was available this summer. I teach newbies how to get started online, and Adwords is always the area that trips them up. Having access to Howie Jacobson's latest book on this topic will give you a competitive edge.
He also covers landing pages and other topics that are of huge importance to how much you will end up spending on your campaign.
My business would still be growing if I was not using Adwords to find new prospects, but it would take me ten times as long for it to happen. Adwords speeds up the process of knowing what works and what doesn't.
My recommendation: Buy this book, read it straight through, and then go back and read it again as you are setting up your own Adwords campaigns. You will save money and make money from the information included here. This book is sure to become the accepted manual on learning how to use this method for making money online. Things can change very quickly on the internet, so I urge you to get started today and take advantage of this cutting edge material.
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4 of 4 people found the following review helpful
5.0 out of 5 stars An Excellent AdWords Foundation January 11, 2010
Format:Paperback|Verified Purchase
Don't hesitate, make this a part of your AdWords library and buy it today!!! Here's why...

There are many who claim to be a Google AdWords expert or an expert in providing reviews of various books, but many fall way short of their individual claims. I am by no means an AdWords expert and this is why I depend on those, i.e. Howie Jacobson, PhD, who are so I can increase my knowledge and not drain my bank account.

My AdWords library is growing and there are just a few books I use as reference manuals that I go back to time and time again. Google AdWords for Dummies - 2nd Edition, written by Howie Jacobson, PhD, is one that has multiple dog-eared pages and lots and lots of highlighted text. His book takes the person through a very methodical teaching approach that is chalked full of documented examples, case studies, tips, strategies, recommendations, etc.

Books that teach can be written to engage readers or put them to sleep. Dr. Jacobson goes above and beyond and engages the reader not only with relevant and timely content but with humor sprinkled throughout. I like to smile while I read and Dr. Jacobson creates a reading environment that was on target for content and fun!

If you are new to AdWords or need to further enhance your knowledge, this book is a must-have! There are two other nationally recognized experts I would like to recommend, however, you will quickly learn that Dr. Jacobson will provide the same recommendations as you read his book :-)
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Most Recent Customer Reviews
5.0 out of 5 stars Great book for the beginner
You expect this book to take you through basics and each step and it does a great job of that.
Published 18 days ago by MUHAMMAD M. AKHTER
5.0 out of 5 stars This is a book from a company that does the best consulting on the...
Once I got this book and started working through it, I was surprised to learn that the company behind it is one of the best in the industry. Read more
Published 3 months ago by @michaeldcarney
4.0 out of 5 stars Good reading
Really good reading in a simple language. Even though I haven't finished it, it will be more used when I start using it as a handbook setting up my company ads.
Published 5 months ago by selitf3ao
5.0 out of 5 stars Adwords complete education
Someone has finally took the time to explain how google adword works from writing adds and bidding and making you more competent in your research.
Published 6 months ago by cedric m earl
5.0 out of 5 stars Excellent jump start
Gets right to the core and covers the steps necessary to begin. An easy read with a great sense of humor helps with what could be a dry subject.
Published 11 months ago by Tim Kashani
5.0 out of 5 stars Very Informative
I learned a ton of things about AdWords that I don't think I would have understood hacking and slashing my way through the AdWords web interface. Read more
Published 11 months ago by Amazon Customer
4.0 out of 5 stars Thanks for the book
Excellent book for new comers helps to debunk the all concept and gives you tools to make your first move
Published 12 months ago by Armand Atitlan
5.0 out of 5 stars Good Source of Information
This is a great reference book. It gave me the information needed to run a Google Adword program. I eventually went with a professional to run my Google Adword program, but this... Read more
Published 14 months ago by Amazon Customer
5.0 out of 5 stars This book is all you need to get you Google Adwords running
This book is great. It shows you step by step how to do everything and it also gives you lost of tips on how to do it better. Read more
Published 14 months ago by Moises Sanchez
5.0 out of 5 stars Local Search Insights in Easy to Understand Format
Our IT support company has dabbled in Adwords for years, but not in any systematized way. This book laid out the strategies for creating landing pages, writing ads, and tracking... Read more
Published 14 months ago by Amy Sutton
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