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The Google AdWords Survival Guide: How To Keep Your Head Above Water, Outsmart Your Competitors, Prevent Bleeding Budget and Grow Your Local Business With Google AdWords Paperback – January 6, 2015
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About the Author
Steve Teneriello is a professional lead generation and conversion specialist He manages Google AdWords pay-per-click campaigns for local businesses across the nation. For more than a decade, he has dedicated his career to making small businesses successful with internet marketing, which has resulted in him generating well over 1 million leads for his clients in that time. He currently resides in Amesbury, Massachusetts with his wife Allison, and his daughter, Madeline Rose.
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Top customer reviews
Most marketers these days are always talking about Facebook ads and other various means of advertising. I've never had any real exposure to running campaigns but I knew it was profitable way to generate ROI since big companies like Yellowpages among many others run campaigns for small to large businesses across the globe. In fact in a lot of cases I've managed to bring various small business clients over to the world of local SEO using their "failing Adwords campaigns" as a crutch to sign them up with me. This is because generally the campaigns were being run without 1 on 1 attention and producing poor results.
Steve handed me this book and at first I actually didn't realize he was the author, I simply thought it was a general knowledge book on Adwords. After chatting more over a beer across the street I realized he actually wrote this survival guide.
I decided to take the time to read through the entire book this weekend. Knowing Adwords was new to me I am not completely new to paid advertising (I've played around with other mediums such as CPA dating offers with Plenty of Fish for example).
This book really covers all of the principles any business should be following when running an Adwords campaign. It provides a lot of basic knowledge of the platform and Steve provides many examples of proper optimization techniques. What this book really provides is a comprehensive look at all of the things your PPC manager "could" be doing when running a campaign. I fully understand at this point if I were a small business owner looking to hire someone to manage my Adwords campaign I'd know exactly what to look for and how to pick apart their work if something was missing.
Steve talks about how many large companies like Yodle, Dex Media, YellowPages and many others are simply out there to "churn and burn" customers with high promises and minimal results. There is simply no "personalized" approach to working with these large companies. They are more interested in making sales and bringing in more clients than specifically working with companies to produce high quality results and create a positive ROI. This is the exact reason I was able to take many Adwords customers for local SEO work, simply because I was able to offer personalized help.
Steve really helped me build confidence in the Adwords platform after reading this book. It simply is taking the time and patience to be thorough and actually produce real results when working with businesses, this is the exact approach his company takes with it's clients.
I'd say if you are looking for a comprehensive "hand holding" approach to getting started with Adwords a video based course might be a better way to learn from scratch.
This book is more going to help you understand as a business owner what you need to know before diving in and spending thousands with a company just to see poor results.
I honestly believe anyone who plans to or is currently working with an agency on an Adwords campaign absolutely needs to read this book to understand everything that could be done to make adjustments and improve so your not wasting money.