|Everything You Ever Wanted to
Know About Google AdWords
Andrew Goodman is one of the foremost authorities on search
advertising in the world, and his new book is a killer guide to
succeeding with Google's sponsored links.
Google is famous for touting the simplicity of its AdWords
program. "All that's needed is five minutes and a credit card,"
Google claims on its
corporate information web page. And while it's certainly
true that you can establish an AdWords account in five minutes,
and possibly get your first ad up and running within an hour or
so, whether it's actually effective and leads to a successful
outcome is another matter altogether.
Google, of course, benefits regardless of whether your
sponsored links are effective—at least until you run out of
money or your ineffective ads are disabled. That's not to say
Google doesn't want your ads to be successful—the company also
provides a lot of information and tools to help you create
effective search advertising campaigns. But the reality is that
mastering the AdWords system takes a certain degree of effort
and commitment, and is really something of a science and art
Andrew Goodman's Winning Results with Google AdWords
is an outstanding guide to the company's advertising program.
The book distills Andrew's years of experience helping clients
create and manage successful search advertising campaigns into a
352 page handbook that you'll refer to often.
But the book goes beyond being merely a hands-on AdWords
tutorial. Andrew also weaves in the insights and observations
he's well known for writing on
Traffick. It's this combination of pragmatism and thoughtful
insight that makes the book a compelling read for just about
The book has four parts. Part one, "The Paid Search
Opportunity," offers a fascinating look at the evolution of paid
search and chronicles Google's virtually accidental entry into
the space, providing a glimpse of the internal controversies
that the company wrestled with in the early days of AdWords.
Part two, "How to Play the AdWords Game," offers an excellent
nuts-and-bolts tutorial for setting up your own AdWords account
and developing your first campaign. This part of the book is
invaluable if you're just getting started with AdWords, because
it helps demystify some of the more arcane yet powerful tools
that can boost the effectiveness of your search marketing
And although the focus in on the "basics," Andrew doesn't
stint when it comes to offering advice on best practices that
he's developed through years of experience with lots of
different types of campaigns and clients.
Part three, "Intermediate-Level Strategies" shifts gears,
focusing less on the tactical aspects of using the AdWords
system and more on the strategies you need to employ to beat the
competition and make your search marketing campaigns as
successful as possible.
For example, keyword selection and bidding, a seemingly
simple process, actually is anything but straightforward. In
addition to choosing the most effective words for your campaign,
there are dozens of other factors that will have an impact on
when and how your ad is displayed, and how much it will end up
Writing effective ads is equally important, and yet it's
something often overlooked (even by major advertisers, as
evidenced by ads like "Buy [keyword] at eBay!). Andrew talks
about the importance of targeting and testing in web
advertising, and offers numerous ideas and rules for creating
compelling copy, even if writing doesn't come easily to you.
Part four, "The Next Level: Winning the AdWords Game," looks
at some advanced strategies for monitoring the effectiveness of
your advertising campaigns and using feedback to continually
improve your results.
Winning Results with Google AdWords is packed with
useful information, and more importantly, the information is
generously leavened with Andrew's deep knowledge of search
marketing. The book also is written in Andrew's dry, acerbic
style, and he pulls no punches when commenting on sensitive or
controversial topics that others might shy away from.
Buying the book is a no-brainer for anyone involved with
search marketing. But I also highly recommend it to anyone who
uses Google on a regular basis, to gain a better understanding
of exactly what's going on behind the scenes with sponsored
links, and how advertisers can influence what you see in search
Winning Results with Google AdWords
by Andrew Goodman
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