Winning Results with Google AdWords, Second Edition [Paperback]

Andrew Goodman (Author)

Book Description

Publication Date: December 8, 2008 | ISBN-10: 0071496564 | ISBN-13: 978-0071496568 | Edition: 2

Run a Profitable Google AdWords Campaign

Reach millions of targeted new customers at the precise moment they're looking for the products and services you're selling with help from this hands-on guide. Winning Results with Google AdWords, Second Edition reveals the latest strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. You'll also learn how to expand your ad distribution, test and tweak your ads, track results, and much more. Find out how boost visibility and increase profits with a Google AdWords campaign!

• Create strategic groups of ads and keywords
• Understand Google's Quality Score ad ranking system and quality-based bidding
• Use the keyword tool to your advantage
• Develop a successful bidding strategy
• Write, test, and refine winning ads
• Filter out inappropriate prospects
• Expand proven ad campaigns
• Measure success using Google Analytics and other methods
• Increase conversion rates

Editorial Reviews

From the Back Cover

"Andrew Goodman is the world's leading authority on Google Adwords. ...This book had better be on your desk, not on your shelf, if you expect to win with Google." --Fredrick Marckini, Founder, iProspect; Chief Global Search Officer, Isobar

"When we started our business five years ago, this book was critical to our success. It continues that focus of distilling the marketplace and offering strategies to make your Internet marketing spending work. Why learn from mistakes, when you have this book?" --Sean Neville, CEO, Simply Audiobooks

About the Author

Andrew Goodman is principal of Page Zero Media, a marketing agency which focuses on maximizing clients' paid search marketing campaigns. He is the author of the first edition of this book.

Product Details

• Paperback: 400 pages
• Publisher: McGraw-Hill Osborne Media; 2 edition (December 8, 2008)
• Language: English
• ISBN-10: 0071496564
• ISBN-13: 978-0071496568
• Product Dimensions: 7.3 x 0.8 x 9 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #361,128 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

26 of 26 people found the following review helpful

4.0 out of 5 stars Newly Updated Version is Helpful But Wordy February 28, 2009

By Frank Salvatore

Format:Paperback

The title implies that the book will be a how-to manual getting great results with Google AdWords. Not exactly. It does however provide great nuggets of information and helpful tips as well as great insight into how Google evaluates your AdWords campaigns - especially relative to Quality Score. It is up to date as well, as the strategies presented here are new - and many of them are being echoed elsewhere - such as starting campaigns with relatively few keywords and then expanding to the long tail once your quality scores are high. This is in stark contrast to the old way of doing things which involved going after the long tail right out of the starting gate with hundreds of keywords. Your quality score is likely to suffer these days with this old approach.

The book is however way too wordy and provides a lot of extraneous information for the online marketer who is looking to improve their campaigns. If you're already familiar with the industry and search in general, I would recommend skimming the first two chapters - especially chapter 2 - to find nuggets that would be helpful for what you are trying to do. For example, it is good to know just how often a user clicks on a sponsored ad as opposed to a paid listing - on page 22 (Chapter 1) Goodman mentions that Google staff have stated informally that this number can be 15% of the time or higher. Chapter 2 goes into history, which I found to be not so helpful. Chapter 12 was a look to the future which I also didn't get a whole lot out of. The middle chapters of the book were very good, although still too long.

Strengths:
* A lot of great tips
* Insight into how AdWords evaluates you and your campaign (direct quotes from Google spokespeople and inferred info from Google as well)

Weaknesses:
* Too Long and too Wordy - could do a better job at getting to the point. It takes a while to get through this book.

Overall:
I consider myself an Advanced AdWords advertiser - I found the book very helpful and would recommend it for intermediate AdWords users and above. I did learn techniques and approaches that I'll be able to apply to my online marketing. My only wish was that these nuggets of good information could have been accessed in a less lengthy book. Beginning AdWords users will likely find AdWords for Dummies more helpful.

1 of 1 people found the following review helpful

4.0 out of 5 stars Interesting June 13, 2011

By Charles

Format:Paperback

Interesting book, provides a lot information regarding the story of adwords and how it became such a massive business. With regards to advise, good but a little too neutral

1 of 1 people found the following review helpful

5.0 out of 5 stars Excellent content, much better than the cover suggests October 1, 2010

By Kyle Cordes

Format:Paperback|Amazon Verified Purchase

From the cover and title, I expected a rather low-end book, targeted at neophytes only. But I bought the book anyway (based on a strong recommendation from a peer) and was very pleased! Aside from the first few chapters (with many details about the history of search advertising), many chapters of this book are very helpful in getting up to speed on core, competent use of AdWords and similar tools.