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Ultimate Guide to Pay-Per-Click Advertising Paperback – May 1, 2010

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About the Author

Richard Stokes is the founder of AdGooroo, a leading search engine intelligence firm, and a successful internet marketer with 15 years experience in advertising and technology management.


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Product Details

  • Paperback: 326 pages
  • Publisher: Entrepreneur Press; 1 edition (May 1, 2010)
  • Language: English
  • ISBN-10: 1599183633
  • ISBN-13: 978-1599183633
  • Product Dimensions: 8 x 0.6 x 10 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #884,008 in Books (See Top 100 in Books)

More About the Author

Did you know that just 1% of all advertisers appearing on Google generate 80% of all paid search clicks?

That's right. Even though anyone *can* advertise on Google, a tiny elite dominate this massive advertising platform. To join their ranks, you'll need to learn their secrets.

Richard Stokes is the founder and CEO of AdGooroo (pronounced "Ad Guru") and a successful internet marketer with 15 years experience in digital media. He started his advertising career in the early 2000s as an affiliate marketer. One of his most important tools was the new Google AdWords platform. One problem though - it was so new that nobody could tell him much about it. So he created a technology that would seek out competitors' paid search ads and tell him what they were doing right (and wrong).

By 2004, this system had enabled Richard to generate revenues of over $100,000 per month on Google AdWords. After several colleagues met with similar successes, he spun this technology off as AdGooroo. Today AdGooroo is the most widely used search intelligence provider in the world, counting over 4,000 users and nearly 60% of all digital agencies as clients. AdGooroo was acquired by Kantar Media in 2012.

The first edition of "The Ultimate Guide to Pay-Per-Click Advertising" was the result of intensive analysis of the massive AdGooroo database. In its pages, readers were introduced to the subtleties of the complex algorithms that determine which ads get shown on the search engines. Following its advice, readers have gotten spectacular results.

However, nothing stays the same in paid search. The latest edition - with over 70% all new material - covers changes to the CPC and CTR algorithms, shows you tricks you can use to decrease costs while increasing traffic, and explores the relationship between coverage, quality score, and impressions. It also includes breaking information on mobile, Product Listing Ads, and Enhanced campaigns.

Release date: March 18th, 2014

Customer Reviews

Most Helpful Customer Reviews

15 of 15 people found the following review helpful By Thank You on April 22, 2010
Format: Paperback
Wow! Finally got my hands on THE book for search engine marketing. Stoke's first book was literally my bible to search engine marketing years ago. But this one is at a whole different level! Frankly, for SEM newbies, intermediates, or advanced players, this book is great at all levels. What I love about the book is that it doesn't just talk or teach you about search marketing, it actually has a Point Of approach to search marketing that you can easily incorporate into your management style. He has all of the numbers and data to back it up along with some best practices I haven't read anywhere else.

I highly recommend this book to anyone in the search marketing industry. YOU WON'T BE DISAPPOINTED.
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13 of 13 people found the following review helpful By W. Jenkins on June 3, 2010
Format: Paperback Verified Purchase
I really mean that. The Google Adwords books by Perry Marshall (Ultimate Guide to Google Ad Words, 2nd Edition: How To Access 100 Million People in 10 Minutes) and Howie Jacobson (Google AdWords For Dummies) are excellent introductions to the topic. Richard's new book takes that material much further, using in-depth analysis based on data-driven studies he's done. The chapter on Ad Coverage by itself more than justifies getting this book.
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5 of 5 people found the following review helpful By B. Pietsch on June 12, 2010
Format: Paperback Verified Purchase
I recently bought this book through Amazon. If you are an intermediate-level user of AdWords, this book will help you become a master. However, that's not what I thought the book would be about. In the on-line description of the book, and on the back cover, one of the key statements is: "Millions compete for exposure on Google, Yahoo!, and MSN Live Search, but 97% of them fail to get results. Become one of the elite 3% who succeed." Since I use Yahoo! Marketing Solutions, I thought that based upon this statement that some of the book would be devoted to Yahoo!. Not so. The book is entirely focussed on expert-level techniques to master AdWords. Many of us beginners/advanced beginners in pay-per-click advertising avoid AdWords because their so called "quality score" ranking is all screwed up. We can't get our ads to run using AdWords, when the same ad gets good results from the other pay-per-click providers. In contrast, Richard Stokes, the author of "Ultimate Guide to Pay-Per-Click Advertising", has figured out how to use AdWords so called "quality score" to gain a profitable advantage over the competition. This book could be a gold mine for someone looking to master AdWords. I'll continue to work with this book to learn more about AdWords, but it's going to take time for someone fairly new to pay-per-click to master this material. Meanwhile, I'll find a book that is geared toward mastering Yahoo! Marketing Solutions.
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3 of 3 people found the following review helpful By Rob S on August 10, 2010
Format: Paperback
Appropriate for those new to pay per click advertising and still potent and valuable for those with great experience, I recommend this book whole-heartedly. Sometimes people I see speak who are excellent in conference presentations dumb it down for books they write, and Richard Stokes luckily avoids that. He manages to be very readable while working and writing at a very high level of analysis. I've read and reread these pages, and I can list 4 primary reasons I really like this book:

1) Often books about PPC advertising deal exclusively with advertising campaigns and neglect the website conversion funnel. Stokes smartly addresses the big picture, making this book a solid read for business owners, not just PPC technicians.

2) Richard Stokes competes on data, not intuition, and gives many useful ways to make logical, prioritized, data-driven decisions in this book.

3) His subtle understanding of click-through-rates (if you don't think one could have an involved understanding of them, read chapter 16) and how they relate to quality score and to impression share are thought through at the highest level. There's probably no one but Hal Varian at Google who knows this material at this level (okay, that might be an exaggeration, but Hal & company aren't talking this freely).

4) There's big theory in this book, and that's useful, but Richard brings the theoretical down to the practical. From his understanding you actually get new strategies for the AdWords platform... and Google Analytics and Google Website Optimizer for that matter.

In a phrase: If I lose it, I'll buy another copy to have on hand for reference.

In a word: Recommended.
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Format: Paperback Verified Purchase
I spend over $20,000 of my own personal money every single day on PPC--so I am very motivated to find an edge everywhere I can. This book delivers the edge and then some. The book is easy to grasp and super practical.

I have read just about everything there is to read on the subject of PPC. When it comes to this subject, I know garbage when I see it. This book is excellent and full of gold nuggets of information that help you save and make money. When I am able to gain even a 1% efficiency in PPC, that is a big deal to me. This book provides the kind of insight that gives advertisers that edge.

If you are just starting out, I suggest you read this book several times. You could save yourself a fortune. If you are already an experienced and expert level PPC advertiser already like me, you won't find a brand new stuff on every page like the beginner or novice likely will. However, you will likely find more than a few terrific, practical ideas and strategies to increase your bottom line.

There is very good stuff in the Traffic Maps chapter. The Quality Score chapter is critical to read and thoroughly understand--really insightful stuff there. There is a chapter on writing ad copy that is fantastic. This is where the winners begin to separate themselves from the loosers, I think.

Also, the author has some great stuff on analyzing competition. He explains where to find the resources and how to use them. Then, he also tells you how to use the data against your competition.

In summary, this is an excellent resources. It's very practical and fundamentally sound. It's well organized. It is a must read if you are serious about building your business through PPC.
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