Google Adwords
A Review of Perry Marshall's Definitive Guide To Google Adwords
I purchased the Definitive Guide To Google Adwords by Perry Marshall a few months ago. At the time I was just starting out with my campaigns and was struggling with click throughs and sales. My keywords kept getting disabled because my click throughs were too low. I can't quite remember where I came across Perry Marshalls ebook but I bought it because it came with very high recommendations. Perry also provides a free 5 day mini course and its well worth signing up for.
Perry's Definitive Guide To Google Adwords ebook is 205 pages long and comes in a password protected PDF format. There are seven main sections in the book. Section 1 starts off with getting started and explains how to start your google adwords campaign as well as an anatomy of a real life campaign. Section 2 then talks about keywords and the relevant keyword matching types i.e broad, phase and exact. Here Perry also talks about how to organize your keywords into various ad groups. Pretty much the sort of stuff find in many other similar ebooks on the market.
Section 3 is where it gets interesting. Here Perry talks about ad positioning (the ideal position for your ad) , tracking conversions and sales, value per visitor and the very important split testing. Reading this section and putting what Perry taught into practice I doubled my click through rate. From barely scraping 0.5% Perry's techniques shot my clickthrough rates all the way up to 8% on certain keywords.
Section 4 is a little section on tools, tips and techniques specifically on keyword generation, improving your ad copy with the use of capitalization and tweaking your campaign. Section 5 is an FAQ section where Perry provides answers to commonly asked questions such as what you should do if your keywords are highly priced and when there's stiff competition?
The next two sections are pretty much just bonus areas where Perry talks about using PPC to improve the world by promoting child sponsorship etc..the last section then provides you with a list of links to more tools, resources and help guides.
Tip! Have your cake and eat it too. When promoting merchant sites, set up your Google Adwords campaign so each person who clicks on your ad is taken to a newsletter sign-up page.
Summary
To sum it up the Definitive Guide To Google Adwords is an excellent book and there are very few (to my knowledge none) that go into such detail on winning Google Adwords techniques. This book is more tailored toward the intermediate marketer who has already a couple of campaigns up and running and would like to improve on them. For those wanting to start out with Google adwords and affiliate marketing, Chris Carpenter's Google Cash is a better choice in that it really goes deep down to the basics.
Tip! Don't abuse Adwords or Adsense, it will cost you dearly in the end.
The techniques I found in Perry's book are unique in that I have not come across them in any other ebook. It really gives you an edge over your competitors and Perry goes into so much detail that you really gain a good grasp of the techniques he is teaching. The only gripe I have is that Perry seems to have written each section in bits and pieces and then compiled it without ensuring a good flow. Even so its a great book and Perry is an established Google Adwords expert so you can't go far wrong with this book.
Tip! Google Adwords can be a highly effective tool is used correctly. Do as much keyword research before you place you first ad.
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