Mastering Search Advertising shares insight and professional guidance from an expert Internet marketer on how to launch, manage and improve already-existing pay-per-click campaigns, providing an inside look into a largely undiscovered and exciting industry.Richard Stokes, founder of AdGooroo, a leading search engine intelligence company, has over 15 years of experience in advertising and technology management and includes real-life examples, case studies and charts that reveal not only the basics of creating a pay-per-click campaign, but also break down the intricacies of the process into simple, easy-to-understand steps that will help any business leader focused on achieving a world-class marketing strategy. Successful tactics known only to a handful of elite search marketers are discussed in detail and include specific techniques on how to:Increase search traffic while simultaneously lowering costsConduct keyword researchDetermine the best starting bid prices for new keywordsManage bids without expensive bid management softwareLaunch a new campaignUnderstand the Google quality score algorithmStop throwing your marketing dollars away and learn how to dominate Google AdWords today!"A well researched, truthful, and up-to-date guide for pay-per-click marketers."Mike Mindel, CTO, Wordtracker.com
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Book Description
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Editorial Reviews
About the Author
Richard Stokes is the founder of AdGooroo, a leading search engine intelligence company, and a successful Internet marketer with 15 years experience in advertising and technology management. Richard earned his MBA in Marketing from the Kellogg Graduate School of Management and is a regular speaker on search engine advertising.
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Customer Reviews
Most Helpful Customer Reviews
21 of 24 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
...and only the owner of a company like AdGooRoo could write this, explaining why and how. It's one thing to look at search results and study your Google account; it's another to gather data from thousands of companies and show exactly what works and does not. That's what Richard has done with this book.
As author of The Ultimate Guide to Google AdWords & having taught hundreds of thousands of people how to advertise on Google, I was elated to see Richard put hard numbers on many things I've believed but was unable to prove.
Richard shows:
--Specific types of keywords and searches and how they relate to buying behavior
--Hard factors that influence Quality Score and Click Thru Rate
--Information that is very hard to get from Google, like % ad exposure and relationships between bid price, ad position, Click Thru Rate and Conversion Rate
Richard explains the inner workings of Google's formula, revealing why ultra-relevant advertisers get a wonderful advantage of being served *all* the available clicks and not just a portion. If you're up against competition who is in that enviable position, you need all the intel you can get.
This book is not for beginners. I really don't see that as a problem, though, there are plenty of books that do that (such as my own). There's a whole class of Google advertisers who know all the basic stuff but are still perplexed by Adwords. They're in hyper-competitive markets duking it out with hundreds of bidders and they need advanced info. This book is perfect for them.
As author of The Ultimate Guide to Google AdWords & having taught hundreds of thousands of people how to advertise on Google, I was elated to see Richard put hard numbers on many things I've believed but was unable to prove.
Richard shows:
--Specific types of keywords and searches and how they relate to buying behavior
--Hard factors that influence Quality Score and Click Thru Rate
--Information that is very hard to get from Google, like % ad exposure and relationships between bid price, ad position, Click Thru Rate and Conversion Rate
Richard explains the inner workings of Google's formula, revealing why ultra-relevant advertisers get a wonderful advantage of being served *all* the available clicks and not just a portion. If you're up against competition who is in that enviable position, you need all the intel you can get.
This book is not for beginners. I really don't see that as a problem, though, there are plenty of books that do that (such as my own). There's a whole class of Google advertisers who know all the basic stuff but are still perplexed by Adwords. They're in hyper-competitive markets duking it out with hundreds of bidders and they need advanced info. This book is perfect for them.
7 of 7 people found the following review helpful
Format:Paperback
The book quickly offers some great strategies and makes some very practical points, but there is not a lot of content and a few examples. Large fonts and big diagrams left me thinking wondering why this wasn't condensed into a pocket size 20 page book. It was a little annoying that throughout the book the author repeatedly pitches his AdWords management product. The strategies described are good and make great sense, but also often assume you're working with an unlimited budget. That said, the book did pay for itself with some helpful suggestions, but I think I'll probably pick up another text for more information.
8 of 9 people found the following review helpful
Format:Paperback
I've been working professionally with pay-per-click advertising for several years and I'm in as good of a position as any to review books on this subject.
This book is a little different than the 300 page tomes one usually finds written about AdWords. At just over 100 pages, this is a quick and easy read. It's evident that the author is an expert and is speaking from experience. It dives quickly into intermediate and expert-level optimizations that can have a huge impact on paid campaign results.
In fact, this is what I liked most about the book - it doesn't waste time repeating the same kinds of things you can find in other AdWords books. For instance, there's a great chapter which explains why high bids don't necessarily translate to high traffic and how you can use this relationship to drive more first-page traffic while lowering your average bid prices. It seems like nearly every chapter presented some new insight, some of which go right in the face of common AdWords thinking
The main shortcoming of the book is that it's not suitable to first time PPC marketers. If you haven't run a campaign before, you'll need some other resources in addition to this book.
In short, this book belongs on every professional search marketers shelf. 5 stars.
This book is a little different than the 300 page tomes one usually finds written about AdWords. At just over 100 pages, this is a quick and easy read. It's evident that the author is an expert and is speaking from experience. It dives quickly into intermediate and expert-level optimizations that can have a huge impact on paid campaign results.
In fact, this is what I liked most about the book - it doesn't waste time repeating the same kinds of things you can find in other AdWords books. For instance, there's a great chapter which explains why high bids don't necessarily translate to high traffic and how you can use this relationship to drive more first-page traffic while lowering your average bid prices. It seems like nearly every chapter presented some new insight, some of which go right in the face of common AdWords thinking
The main shortcoming of the book is that it's not suitable to first time PPC marketers. If you haven't run a campaign before, you'll need some other resources in addition to this book.
In short, this book belongs on every professional search marketers shelf. 5 stars.
Most Recent Customer Reviews
5 stars for 1 idea
While this book was filled with good ideas, I have to admit that there was one idea specifically that made me sit up, get the highlighter and mark the page. Read more
Published on March 4, 2010 by Chuck LIvecchi
Not Bad, Not Great
This book was okay. It brings to light some vary basic concepts that were very helpful in refining my current paid search ad campaigns. Read more
Published on November 20, 2009 by J. Kobel
Mastering Search Advertising
Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords
Rich Stokes has done a very commendable job at outlining the most important... Read more
Rich Stokes has done a very commendable job at outlining the most important... Read more
Published on October 10, 2009 by Robert Metras
Good book, but there could be more detail
This is a good book and it has a number of great ideas and I learned a lot reading it. But,I'd like to see more detail on those ideas. Read more
Published on March 29, 2009 by Mary
It really rock's even if it's a promotional material
It's incredible, but I never could imagine, that I will give 5 stars to book, that makes advertising of authors book.
But it's really rocks! Read more
But it's really rocks! Read more
Published on February 8, 2009 by Rolands Petrevics
Worth the purchase - For the experienced ADWORDS expert
Because of this book, we have altered the way we sell our PPC product. Not knowing this information can be fatal to your long term goals. Read more
Published on December 12, 2008 by Searchengineman
Technology simplified
Found out about Richard Stokes from Perry Marshall. Amazing break down of what to do to be in control of my Adwords campaign. Neat little tricks and ways to save money. Read more
Published on November 14, 2008 by Carlin Stanton
Outstanding Work!
While some might complain that this book is a marketing piece for their website/service, it really has some unique insights based on real experience. Read more
Published on September 19, 2008 by J. Richardson
Mastering Search Advertising is a Concise, Transparent and Important...
Mastering Search Advertising is a highly concise, unique and useful book covering search engine marketing / Google Adwords. Read more
Published on September 7, 2008 by David D
A must have handbook for anyone who spends money on the engines!
I stumbled upon this "find" by accident. A collegue reccomended it and let me tell you that after reading it I can say this book is a "must have" for any person who buys/manages... Read more
Published on August 4, 2008 by Search Maven "Sam"
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Key Phrases - Statistically Improbable Phrases (SIPs):
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quality score, tax preparation, online education, keyword tool, niche keywords, higher clickthrough rates, broad keywords, campaign statistics, search advertising, conversion tracking, keyword density, landing page, campaign spend, average order size, search campaign Key Phrases - Capitalized Phrases (CAPs): (learn more)
Richard Stokes, Mastering Search Advertising, Avg Position, Online Movie Rental, Consumer Loans, Car Insurance, Web Hosting, Weight Management Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Back Flap | Back Cover | Surprise Me!
quality score, tax preparation, online education, keyword tool, niche keywords, higher clickthrough rates, broad keywords, campaign statistics, search advertising, conversion tracking, keyword density, landing page, campaign spend, average order size, search campaign Key Phrases - Capitalized Phrases (CAPs): (learn more)
Richard Stokes, Mastering Search Advertising, Avg Position, Online Movie Rental, Consumer Loans, Car Insurance, Web Hosting, Weight Management Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Back Flap | Back Cover | Surprise Me!
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