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Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords Paperback – November 2, 2008
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About the Author
Richard Stokes is the founder of AdGooroo, a leading search engine intelligence company, and a successful Internet marketer with 15 years experience in advertising and technology management. Richard earned his MBA in Marketing from the Kellogg Graduate School of Management and is a regular speaker on search engine advertising.
Top customer reviews
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The other negative I have about this book is the author's continuous references to his company's software. I got the feeling there were always 3 solutions offered, 1 bad, one okay and then the best option is using a feature in his company's software. It is as if this book was published to promote the company's software.
But it's really rocks! There is a numerous new insights, and a-ha moments in. After a more than 5 years in PPC and SEM in general i found this book short, juicy and lot of gems rich. It's really, a good surprise.
As author of The Ultimate Guide to Google AdWords & having taught hundreds of thousands of people how to advertise on Google, I was elated to see Richard put hard numbers on many things I've believed but was unable to prove.
--Specific types of keywords and searches and how they relate to buying behavior
--Hard factors that influence Quality Score and Click Thru Rate
--Information that is very hard to get from Google, like % ad exposure and relationships between bid price, ad position, Click Thru Rate and Conversion Rate
Richard explains the inner workings of Google's formula, revealing why ultra-relevant advertisers get a wonderful advantage of being served *all* the available clicks and not just a portion. If you're up against competition who is in that enviable position, you need all the intel you can get.
This book is not for beginners. I really don't see that as a problem, though, there are plenty of books that do that (such as my own). There's a whole class of Google advertisers who know all the basic stuff but are still perplexed by Adwords. They're in hyper-competitive markets duking it out with hundreds of bidders and they need advanced info. This book is perfect for them.
I would love to tell you this simple idea, but I feel the cost of the book and the few hours spent reading are easily recovered and the author deserves the reward of a couple dollars, so I cant bring myself to share this "secret". Buy the book, find your own secrets.....
Most recent customer reviews
Rich Stokes has done a very commendable job at outlining the most important...Read more