Winning Results with Google AdWords [Paperback]

Andrew Goodman (Author)

Book Description

Publication Date: July 22, 2005 | ISBN-10: 0072257024 | ISBN-13: 978-0072257021 | Edition: 1

Don’t get lost in the digital haystack! With thousands of links for every search, the chances of your products being found online are slimmer than a needle. But there’s good news: you can pinpoint your marketing message with help from Winning Results with Google AdWords. You'll discover AdWord essentials, how to bid for and win the keywords you want, how to track your results, and much more. Create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding.

Editorial Reviews

From the Back Cover

Reach millions of targeted new customers right away!

With over 200 million searches per day on Google, and thousands of links for every search, the chances of your products being found online are slim…until now. Learn how to target your marketing message and lead customers directly to you at the precise moment they’re looking for the products and services you’re selling. In Winning Results with Google AdWords, online marketing guru Andrew Goodman explains why and how a Google AdWords campaign is the best bet for your advertising dollars. He outlines sure-fire strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. Discover ways to expand your ad distribution, why testing ad effectiveness is crucial, how to effectively track results, and much more.

• Learn to use the Google AdWords Keyword Tool to your advantage
• Maximize existing and familiar keywords--and remove negative search phrases
• Increase conversion rates and determine which traffic-tracking methods are right for you
• Systematically test ad copy and develop a plan for ongoing keyword discovery
• Adjust your ad campaign based on the ROI data you collect
• Gain new customers and retain customer loyalty through smart ad copy and personalization
• Zoom ahead of your competitors by using AdWords rapid feedback cycles
• Filter out inappropriate or irrelevant prospects

Andrew Goodman is Founder and Principal of Page Zero Media, a consulting firm that provides search engine marketing services and strategic advice to companies seeking an online presence. He co-founded Traffick.com, an acclaimed “Guide to Portals,” and is a regular speaker at industry conferences such as Jupitermedia’s Search Engine Strategies and Nielsen Norman Group User Experience.

About the Author

Andrew Goodman (Toronto, Canada) moderates I-Search, a leading discussion list dedicated to search engine marketing with more than 17,000 members. He is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. Clients range from startups to Fortune 500 advertisers. In 1999, Goodman co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis, and soon after, found the intersection of Internet search and new-economy productivity to be all-consuming passions. Traffick.com gets more than 35,000 unique visitors per month. In 2002, he authored (e-book) 21 Ways to Maximize ROI on Google AdWords, a practical handbook which has been put into practice by thousands of advertisers. He is a frequent speaker at industry conferences and in the past year has been widely quoted in the business press, including: Fortune, Small Business, New Media Age, Reuters, CBS MarketWatch, Bloomberg Markets, The New York Times, BusinessWeek, the Globe and Mail.

Product Details

• Paperback: 376 pages
• Publisher: McGraw-Hill Osborne Media; 1 edition (July 22, 2005)
• Language: English
• ISBN-10: 0072257024
• ISBN-13: 978-0072257021
• Product Dimensions: 9 x 7.4 x 0.8 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (32 customer reviews)
• Amazon Best Sellers Rank: #1,208,203 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

156 of 174 people found the following review helpful

2.0 out of 5 stars Nice, but... it's obsolete October 4, 2005

By Andreas Ramos

Format:Paperback

Okay, why are people giving this book positive reviews when the most important thing in Adwords changed in early August and the book is now obsolete? Hello? The bid management tool CHANGED. No more 0.5% threshold. No more On-Hold system. That's gone. Didn't those "reviewers" notice this? If you want to work with Adwords and you're looking for a book on Adwords, you'll need to make sure the book covers the current state of Adwords.

25 of 26 people found the following review helpful

2.0 out of 5 stars A Boring Slightly Outdated University Book... January 17, 2006

By JP Richards

Format:Paperback

For being "boring" I give this book one out of five, for "getting results" three out of five, and minus one overall for being "out-dated". Therefore, two stars.

*** Start with "Boring". ***

This books reads like a terrible University book, I hated some most it because:
- How lengthy and irrelevant the paragraphs are
- 300 pages!!! Come on, this book could have been 100 to 150 pages tops.
- Subjective POV
- Not proving and establishing creditability with actually case studies and stats. Instead stating `I had this client, and we did this...'
- Quoting Seth Godin about 17 times! (Maybe I should have bought Seth's book instead?!)

*** Being "Out-dated". ***

Unlike most University books this book needs a "New Edition" - already. Go figure, the book is only a year old; then again Google Adwords is only going to be three years old in February 2006. Sadly, there weren't even chapter summaries and a glossary of terms.

***"Getting results". ***

If you're an advanced Google advertiser you are wasting your time reading this book, if you're a Google advertiser beginner or a immediate (as was I) read this book it could save you $1000s - it would have for me. I'll save you the time and give you what I think are the best parts:

- Use the "keyword tool" from Overture (yahoo's adword program) to establish choice keywords
- CTR (click through ratio) is very important because the higher your CTR the less you pay for your ad position, and the lower your CTR the more you have to pay for ad positioning
- Your Ad Position = CTR x Max Bid. Therefore, if I bid $1 and you bid $1, but my CTR is 3.2% and yours is 3.1% my ad will appear above yours.
- Don't bid to be #1 because you'll waste your money. Instead bid to be positioned between position two to five (this tip alone could have saved me $1000s in the beginning)
- Favorite ad position is two and three because you're either right above the "real" searches or first one on the top right
- Conversion rates are king. Try changing your landing page, and optimizing your landing page with a clear "call to action" and navigation.
- Use the "keywords" in ad copy to increase CTRs
- Buy a book on "Copy Writing", you will not good "copy writing" insights in this book. My favorite is "How to Write Good Advertisement" don't get fooled by how old it is
- Use "negative keywords", which are words with a "-" in front of them. Example, if you have the word "-free", and someone searches for "free team building" your ads for the keyword "team building" won't show up; saving you a click and saving money irrelevant searches lowering your CTR. A win/win

Andrew Goodman is a fellow Canadian doing his best. I know his next book or "Updated Edition" will be as you say Seth Godin says "Remarkable". And next time Andrew, please shorten the book by 100 to 150 pages.

PS. Great book marketing of your book, that's why I bought it.

14 of 15 people found the following review helpful

5.0 out of 5 stars Excellent AdWords book July 6, 2006

By Jiri Novotny

Format:Paperback|Amazon Verified Purchase

This is probably the best AdWords book that I've laid my hand on. It's is certainly much better than the similar book called "Google Advertising Guerrilla Tactics: Google Advertising A-z Plus 150 Killer Adwords Tips & Tricks". If you are deciding between these books, grab Winning Results With Google Adwords. Although that the 'Guerilla Tactics' book is newer, this book is much more useful.

All books about AdWords are somehow outdated, but it's not really important. All the fundamental things are included in this comprehensive book.

It has helped me to improve my AdWords campaign which is now more profitable, 'Guerilla Tactis' book failed to do that.