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Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords Paperback – November 2, 2008
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About the Author
Top Customer Reviews
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.
--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.
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.
The other negative I have about this book is the author's continuous references to his company's software. I got the feeling there were always 3 solutions offered, 1 bad, one okay and then the best option is using a feature in his company's software. It is as if this book was published to promote the company's software.
I draw this conclusion based on the following:
- The Foreword of the book gives a brief synopsis of Richard's journey of curiosity and passion for understanding and refining process, not an endless list of thank you's. You immediately feel a purpose, direction and his passion for the subject.
- Richard is clearly self-taught and has deviated from the beaten path and anyone reading this book would benefit from his years of effort. It reminds me of how Tommy Emmanuel learned how to play acoustic guitar without ever reading sheet music!
- The book explains clearly and transparently some of the basic rules of search engine marketing in a way that is rarely seen publicly.
- Richard does all of this with simple and concise explanations that are written in actual business language. It sets a foundation for the eventual moving of this space from mystery to science.
- The first four words of chapter 10 explain search perfectly: "Search engines prize relevancy."
- Some people might mildly object to his usage of his company Adgooroo as an example throughout the book. What those people don't understand is that: A) it would have been almost impossible to achieve the conclusions that are the foundations of this book without the Adgooroo solution having been developed, B) he explains the steps you'd need to do to achieve the results without Adgooroo (but it would likely be too time consuming) and C) he openly talks about alternative vendor solutions in a mutually respectful way lessens the sales element.
Enjoy your future reading. Your visit to Facebook, Twitter and/or my blog to continue this dialogue if you so desire is welcomed.
Most Recent Customer Reviews
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 morePublished on March 4, 2010 by Chuck LIvecchi
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
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 morePublished on March 29, 2009 by Mary
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
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 morePublished on December 12, 2008 by Searchengineman
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 morePublished on November 14, 2008 by Carlin Stanton
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 morePublished on September 19, 2008 by J. Richardson