Winning Results with Google AdWords, Second Edition (Paperback)

by Andrew Goodman (Author)
Key Phrases: quality score, persuasive technology, sergey brin, Google Search, Increasing Online Conversion Rates, Google Analytics (more...)

Editorial Reviews

Product Description

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

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

See all Editorial Reviews

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: 9 x 7.3 x 0.9 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #31,110 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #71 in	Books > Business & Investing > Marketing & Sales > Advertising
  #95 in	Books > Computers & Internet > Business & Culture > Web Marketing

Customer Reviews

Most Helpful Customer Reviews

11 of 11 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 (Denver, CO) - See all my reviews (REAL NAME)

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:

5.0 out of 5 stars Well worth it, May 31, 2009

By	M. Medici - See all my reviews (REAL NAME)

I was skeptical at first. How much can you write about adwords. But the book had plenty of points I never considered or thought were important.

3.0 out of 5 stars Disapointed, July 8, 2009

By	Ashley Carrion - See all my reviews (REAL NAME)

The book was dated! It really didn't give me any information about how to set up a successful adwords campaign. This book wasn't what I was looking for.