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Advanced Google AdWords, Second Edition 2nd Edition

4.5 out of 5 stars 81 customer reviews
ISBN-13: 978-1118194508
ISBN-10: 1118194500
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From the Back Cover

Step-by-Step Instructions
For building, managing, and optimizing your AdWords account.

Never Lose a Customer
Remarketing allows you to reach shoppers who abandoned their carts.

Bid Strategies for Any Budget
Learn profitable techniques that maximize ROI for all your keywords. www.sybex.com/go/adwords

Spice Up Your Boring Text Ads
Add phone numbers, locations, and images to your ads with Ad Extensions. AdvancedAdWordsBook.com

Landing Page Optimization
Design landing pages that result in phone calls and sales. www.sybex.com/go/adwords

Boost Your Quality Score
Learn techniques that will help raise your Quality Score. AdvancedAdWordsBook.com

Keyword Research Techniques
Choose the correct keywords for each stage of the buying funnel. www.sybex.com/go/adwords

Profit-Per-Impression Testing
Learn about the best testing metric that exists to measure your test results. AdvancedAdWordsBook.com

Optimize Your AdWords Account with Advanced Techniques, Tips, and Insights

Increase your AdWords ROI and drive more traffic to your site with this must-have new edition of an industry top-seller. Completely updated, Advanced Google AdWords, Second Edition is packed with in-depth information, expert advice, the latest proven strategies, and top-notch insights for quickly and effectively creating, managing, and refining AdWords campaigns that improve your bottom line.

  • Choose and organize keywords based on user intent and the buying funnel
  • Control exactly when, where, and how your ads are displayed
  • Write ads that connect with searchers to increase traffic and sales
  • Learn the secrets that make the display network perform to your goals
  • Master the testing of ads and landing pages to increase conversion rates
  • Leverage powerful remarketing techniques to convert site visitors whoabandoned their carts
  • Delve into bidding strategies, including enhanced bidding, and find all the ways to make every keyword profitable
  • Extract actionable information from the revamped AdWord Reports and get automated hints from Google on new opportunities
  • Develop a schedule-friendly action plan to continuously optimize and expand your AdWords account

Google AdWords levels the playing field for small businesses and international enterprises alike. Regardless of your AdWords budget or company size, the strategies covered inside this book will help your advertising become more profitable.

Praise for Advanced Google AdWords

"Brad Geddes takes it to the next level, showing you not only how to get the most from your search advertising campaigns, but more importantly why you should use specific features and techniques, who you should be targeting with your creative, and when to use the scores of advanced tactics he describes for maximum impact and profitability."
Chris Sherman, Executive Editor, Search Engine Land

"Brad's book is a powerful combination of deep insight and simple prescriptionsthat will help anyone, from AdWords novice to seasoned pro, get more clicks and make more sales."
Howie Jacobson, Ph.D., author of Google AdWords For Dummies

"Brad Geddes is one of the few people in the PPC world that I trust to deeply know the facts, communicate them clearly, and add value with insights that save time and/or money. This book is perfect for anyone who wants to really learn paid search and discover the best ways to improve their results."
Craig Danuloff, Founder, ClickEquations

About the Author

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (CertifiedKnowledge.org) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, Afri-Tech, and many others.
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Product Details

  • Paperback: 600 pages
  • Publisher: Sybex; 2 edition (April 24, 2012)
  • Language: English
  • ISBN-10: 1118194500
  • ISBN-13: 978-1118194508
  • Product Dimensions: 7.4 x 1.2 x 9.2 inches
  • Shipping Weight: 1.6 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (81 customer reviews)
  • Amazon Best Sellers Rank: #767,899 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
I've spent well over half a million dollars of my own money on AdWords and know a thing or two about what works and what doesn't. Trust me, this book has everything you need to know about using AdWords. I like the way the book is organized, with each aspect of AdWords explained in clear understandable language. A lot of guides and instructional books I've read use language that is too complex, or instructions that just don't make sense in the 'real world'. Brad Geddes is well known in the pay per click (PPC) world as THE guy who knows what he's talking about. I've followed Brad's advice via blogs and when he's spoken at various internet marketing seminars for the past three years, and wished I'd known about him sooner. If you're just starting out as an AdWords advertiser, or you're already a seasoned veteran, this book should definitely be part of your marketing plan. Andy :-)
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Format: Paperback Verified Purchase
I am a Google AdWords Professional and Google Analytics Certified. I would recommend this book to anyone that wants to learn more advanced features AdWords, capabilities, and techniques for application in Search Marketing.

Some may think it is long at 522 pages, but they are filled with important complete knowledge. I like to read, so this was not a problem.

I would suggest people who have some experience and already have intermediate knowledge of the theory of search marketing and some experience in creating and driving sales and measurable performance with PPC.

For other professionals who want to expand their capabilities and go the extra mile, I would suggest getting some books on writing effective ad copy, landing page optimization, and Google Analytics.
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Format: Paperback
Brad's book covers every detail of Google Adwords, from keyword research to ad creation to landing page optimization and customer acquisition. Every chapter includes a checklist of best practices for quick reference, as well as detailed explanations of each facet of Adwords. Brad's easy-to-understand writing style and descriptive illustrations add to the usefulness of this book.

Whether your Adwords budget is $1 per day or $10,000 per day, you owe it to yourself to get this book. Keep a copy at hand for reference - you'll use it regularly.
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Format: Kindle Edition Verified Purchase
I have been doing AdWords for a living for the last five years. I have read widely about AdWords. If you could read just one book about AdWords, this is the one. It may be a bit overwhelming for beginners, but if you are serious about AdWords you really have to study this one. Also, this edition (2nd) is much better edited than the first one. Definitely recommended.
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Format: Paperback Verified Purchase
I'm brand new to Adwords and this book really does a good job of explaining how it all works. The text got kind of dry at first (probably because I didn't know what he was talking about) so I decided to jump right into actually using Adwords before I read any more about it. That was the way to go. After I started using Adwords I went to the book to answer all those questions I had, and it does a good job of explaining how it works. Would recommend this book.
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Format: Paperback
If you read just one book about Google AdWords, this should be the one. It starts where the AdWords Learning Center and Learn with Google leave off. Every aspect of mastering this powerful advertising medium is thoroughly covered with plenty of examples to give you ideas for your own account(s).
It also includes important subjects that are not directly part of AdWords itself, but essential to your success, like landing pages and goal setting. By the way: I'd recommend reading 'Setting your marketing goals' (part of Chapter 13) before applying anything else in your account. Setting specific goals based on your business model is the most important thing you can do, yet many advertisers do not think hard enough about which goals will make them a profit.

The second edition is completely updated on topics like: modified broad match, advanced organizational techniques for match types, the AdWords Keyword Tool, analyzing the effects of discounts in ad copy on ROAS, Ad Extensions, Quality Score, new reporting features, mobile ads, YouTube ads, the Display Network (Contextual Targeting Tool, campaign settings, remarketing, topic targeting, interest targeting), AdWords Editor, conversion tracking (view-through conversions), bidding options (enhanced CPC, target vs. max CPA, automated rules), the Search Funnel report, AdWords Campaign Experiments, Custom Alerts, and many other changes that have taken place the past 2 years.

It's the kind of book that you will keep within reach while working on your campaigns, giving you a strong theoretical framework and practical guidelines to improve your results.
And if you're competing against me on AdWords, forget all I said and don't buy this book ;-).
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Format: Paperback
Very good resource for anyone getting into adwords. Required reading for anyone who manages large or multiple campaigns.

I've always considered myself to be pretty good at managing ppc accounts, but I discovered I was making some mistakes with a few of my negative keyword match types. I made the changes, and within one week saw an increase of around 10% in impressions (and significantly more clicks) for a targeted keyword. It's little nuggets like this, scattered throughout the book, that keep it on my desk.

Some other things this book has clarified for me:

- recommended bid structure for multiple match type keywords within the same ad group.
- best practices for geo-targeted campaigns, and how not to shoot yourself in the foot.
- solid advice on improving quality score and the different factors related to position quality score.
- great tips for doing in-depth keyword research and best practices for setting up keyword lists. (extremely helpful if you do organic SEO as well.)

I could go on, but I think you get the idea. Just pick it up today, before your competitors learn these methods.
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