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Ultimate Guide to Pay-Per-Click Advertising Paperback – May 1, 2010

4.1 out of 5 stars 20 customer reviews

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Editorial Reviews

About the Author

Richard Stokes is the founder of AdGooroo, a leading search engine intelligence firm, and a successful internet marketer with 15 years experience in advertising and technology management.

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Product Details

  • Paperback: 326 pages
  • Publisher: Entrepreneur Press; 1 edition (May 1, 2010)
  • Language: English
  • ISBN-10: 1599183633
  • ISBN-13: 978-1599183633
  • Product Dimensions: 8 x 0.6 x 10 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #1,249,995 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Thank You on April 22, 2010
Format: Paperback
Wow! Finally got my hands on THE book for search engine marketing. Stoke's first book was literally my bible to search engine marketing years ago. But this one is at a whole different level! Frankly, for SEM newbies, intermediates, or advanced players, this book is great at all levels. What I love about the book is that it doesn't just talk or teach you about search marketing, it actually has a Point Of View...an approach to search marketing that you can easily incorporate into your management style. He has all of the numbers and data to back it up along with some best practices I haven't read anywhere else.

I highly recommend this book to anyone in the search marketing industry. YOU WON'T BE DISAPPOINTED.
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Format: Paperback Verified Purchase
I really mean that. The Google Adwords books by Perry Marshall (Ultimate Guide to Google Ad Words, 2nd Edition: How To Access 100 Million People in 10 Minutes) and Howie Jacobson (Google AdWords For Dummies) are excellent introductions to the topic. Richard's new book takes that material much further, using in-depth analysis based on data-driven studies he's done. The chapter on Ad Coverage by itself more than justifies getting this book.
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I recently bought this book through Amazon. If you are an intermediate-level user of AdWords, this book will help you become a master. However, that's not what I thought the book would be about. In the on-line description of the book, and on the back cover, one of the key statements is: "Millions compete for exposure on Google, Yahoo!, and MSN Live Search, but 97% of them fail to get results. Become one of the elite 3% who succeed." Since I use Yahoo! Marketing Solutions, I thought that based upon this statement that some of the book would be devoted to Yahoo!. Not so. The book is entirely focussed on expert-level techniques to master AdWords. Many of us beginners/advanced beginners in pay-per-click advertising avoid AdWords because their so called "quality score" ranking is all screwed up. We can't get our ads to run using AdWords, when the same ad gets good results from the other pay-per-click providers. In contrast, Richard Stokes, the author of "Ultimate Guide to Pay-Per-Click Advertising", has figured out how to use AdWords so called "quality score" to gain a profitable advantage over the competition. This book could be a gold mine for someone looking to master AdWords. I'll continue to work with this book to learn more about AdWords, but it's going to take time for someone fairly new to pay-per-click to master this material. Meanwhile, I'll find a book that is geared toward mastering Yahoo! Marketing Solutions.
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Format: Paperback
Appropriate for those new to pay per click advertising and still potent and valuable for those with great experience, I recommend this book whole-heartedly. Sometimes people I see speak who are excellent in conference presentations dumb it down for books they write, and Richard Stokes luckily avoids that. He manages to be very readable while working and writing at a very high level of analysis. I've read and reread these pages, and I can list 4 primary reasons I really like this book:

1) Often books about PPC advertising deal exclusively with advertising campaigns and neglect the website conversion funnel. Stokes smartly addresses the big picture, making this book a solid read for business owners, not just PPC technicians.

2) Richard Stokes competes on data, not intuition, and gives many useful ways to make logical, prioritized, data-driven decisions in this book.

3) His subtle understanding of click-through-rates (if you don't think one could have an involved understanding of them, read chapter 16) and how they relate to quality score and to impression share are thought through at the highest level. There's probably no one but Hal Varian at Google who knows this material at this level (okay, that might be an exaggeration, but Hal & company aren't talking this freely).

4) There's big theory in this book, and that's useful, but Richard brings the theoretical down to the practical. From his understanding you actually get new strategies for the AdWords platform... and Google Analytics and Google Website Optimizer for that matter.

In a phrase: If I lose it, I'll buy another copy to have on hand for reference.

In a word: Recommended.
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Format: Paperback
I am a Search Marketing Consultant with years of experience in the industry. I typically keep up on the blogs and forums and also read almost every book that comes out. The Ultimate Guide to Pay-per-Click was decidedly different and gave me a new and very much improved approach to Search Marketing. Shortly after completing the book I signed up with AdGoroo and put what I had learned into practice.

The results have been phenomenal. One of my clients is in a niche of the hyper-competitive online dating category. They had been dominating their niche and now I could show them proof of that. I have also been able to track their impression share and incredibly they almost always have 100% impression share in their niche, which means their ad is showing up every time anybody searches. AdGooroo research shows that most companies are doing exceptionally well to have 70% impression share.

For years I had tried to compete as a niche online dating site against the huge category leaders like Match.com, eharmony.com, et al. It was finally possible to play with the big boys in a hypercompetitive market despite being a niche site.

The Ultimate Guide to Pay-Per-Click Advertising is truly a game-changer. Combined with AdGooroo's tools, it has given me the ability to provide a significant competitive advantage to my clients.

I can't recommend this book enough, especially to anybody who is interested in becoming the dominant player in their industry.
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