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Advanced Google AdWords [Kindle Edition]

Brad Geddes
3.8 out of 5 stars  See all reviews (12 customer reviews)

Kindle Price: £25.91 includes VAT* & free wireless delivery via Amazon Whispernet
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Book Description

Master Google AdWords and get more out of your campaigns

What's the secret to making every pay-per-click of your Google AdWords really pay? This must-have guide-written by a Google Advanced AdWords seminar instructor-shows you exactly how to apply advanced techniques and tactics for better results. Discover the best tools for keyword research, tips on crafting winning ad copy, advanced PPC optimization tricks, winning bidding strategies, and much more. If you manage AdWords PPC accounts, you won't want to miss this expert, detailed instruction.

  • Covers the essential and advanced capabilities of Google AdWords
  • Explores keyword research, PPC optimization strategies, the intricacies of Content Nation, how to interpret results and reports, and much more
  • Provides busy marketers, consultants, PR professionals, Web developers, and others with an invaluable, step-by-step guide of advanced concepts
  • Goes well beyond the basics and offers tips and tactics that you can immediately apply to your own campaigns
  • Reinforces concepts through fascinating, real-world case studies
  • Includes a $25 Google Adwords Gift Card for new customers

If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!


Product Description

From the Back Cover

Optimize Your AdWords Account with Advanced Techniques, Tips, and Insights

Do you want to increase your AdWords ROI and drive more traffic to your site? In this comprehensive guide to AdWords, you will learn expert strategies to create, manage, and tweak AdWords campaigns that improve your bottom line.

  • Discover how to choose and organize keywords based upon user intent and the buying funnel
  • Learn to control exactly when, where, and how your ads are displayed
  • Write ads that connect with searchers to not only increase traffic, but also increase sales
  • Learn the secrets that make the content network perform for your goals
  • Create landing pages that increase conversion rates
  • Get insight into how quality score is calculated and techniques for improving your quality score
  • Delve into different bidding techniques so every keyword becomes profitable
  • Master testing ad copy and landing pages to determine your profits for every impression
  • Develop a schedule–friendly action plan to continuously optimize and expand your AdWords account
  • Get a Google AdWords gift card worth $25, plus save $50 on an Advanced AdWords for Success Seminar and save up to $100 on Certified Knowledge Training

Never before has an advertising program existed that has a level playing field for small businesses and international enterprises. Regardless of your AdWords spend or company size, the strategies covered inside this book will help your advertising become more profitable.

Praise for Advanced Google AdWords

Paid search expert Brad Geddes takes it to the next level, showing you not only how to get the most from your search advertising campaigns, but more importantly why you should use specific features and techniques, who you should be targeting with your creative, and when to use the scores of advanced tactics he describes for maximum impact and profitability. Chris Sherman, Executive Editor, Search Engine Land

Do you want to know how to win at paid search? Do you want to become an advanced AdWords user and make your organization successful at using PPC? Then read this book. Brad has compiled into one resource what it would take you a decade to learn yourself. Joshua Dreller, Vice President, Media Technology and Analytics, Fuor Digital

The real goal is to connect your business to the right searchers, engage them, and turn them into paying customers. That′s what this book will help you do. Vanessa Fox, author, Marketing In The Age Of Google

About the Author

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google′s advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (bgTheory.com) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.


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Customer Reviews

Most Helpful Customer Reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars A serious book on a serious topic 26 Sept. 2010
Format:Paperback
I have read a number of books on Google AdWords and pay-per-click advertising. Most were written in a 'get rich quick' kind of style that did not instill much confidence.

This book is very different. It is comprehensive, thorough and serious. Very, very serious. Unlike some of the 'get rich quick' babblers would have you believe, pay-per-click advertising is a rather technical matter, more about maths than about romantic success stories. So any book that treats the topic seriously, in a detailed and comprehensive manner, is likely to be - well - dull. However, those how are truly interested in understanding the mechanics behind successful and sustainable PPC campaigns will find this an exciting read; Not despite, but because of its comprehensiveness. Fortunately, the book is also very well organized in 17 more or less self-contained chapters, so experienced advertisers will have not much trouble finding the goodies for them.

Giddes has done a commendable job of presenting all the relevant information as concise as is possible without losing clarity. That adds up to a rather hefty book. Therefore, those who are merely looking for an introduction in Google AdWords might feel a bit intimated and discouraged by it, and might do better with another decent but slightly more 'sparkling' book on the topic, such as Ultimate Guide to Google Ad Words: How To Access 100 Million People in 10 Minutes

If you hope that Google AdWords is about "getting rich quick" rather than about doing a lot of meticulous, inventive and intelligent work, you are highly recommended to go through the 500 pages of this book. Get rich? Perhaps, if you do it right and have a relevant business to back up your effort.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Great Adwords Book 2 Jun. 2010
Format:Paperback
I thoroughly recommend this book. I've been using Adwords for over 4 years now so I consider myself quite knowledgeable. However whilst reading the book I learned many new things and it also clarified things I thought I new. The book is very clear and well written and I particularly appreciated the chapter on Quality Score which debunks many of the myths that abound on the internet.
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3 of 3 people found the following review helpful
3.0 out of 5 stars Out of date 18 April 2011
Format:Paperback
This is a good book, but unfortunately very out of date.
Adwords has changed so much since this book was published.

Buy it, but only if a new edition comes out.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Comprehensive & Informative 28 Dec. 2010
Format:Kindle Edition|Verified Purchase
I was amazed that you could do so much on Google Adwords, but stunned anyone was able to be so knowledgeable and condense the information into a book.

As someone who has one year's experience on PPC I found it easy to follow, however some of the advanced Excel techniques could have done with better explanation.

Because the book covers so much I would also recommend you read Chapter 17 first as it provides an excellent overview and sets you up for the book.
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1 of 1 people found the following review helpful
3.0 out of 5 stars All you need, but a bit dry 4 Nov. 2010
Format:Paperback
Hopefully the word "Advanced" in the title will put you off reading this if you're a beginner. So, assuming you already know AdWords a bit, this book does what it says on the label: it gives you a lot of advanced techniques you can use to improve your AdWords skill. My only negative is that it's rather a dry read compared to its peers, reading it is a bit too much chore and too little pleasure.

Still, the man knows his chops.
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3 of 4 people found the following review helpful
3.0 out of 5 stars Advanced Google AdWords: Exposed 1 Sept. 2010
Format:Paperback
I started this book with the question in my head ... so what is 'advanced'? Is it 'advanced' as in 'advanced research' or 'advanced' as in A'Levels?

It's definitely not a beginner's guide. I think it would probably suit someone that's been running their AdWords account for a few months and wants to go to the next level. As such, I would say it's 'intermediate'. I'd give this book 4 stars as an intermediate book, but only just a 3 as an advanced text.

I'm disappointed by the Keyword Research chapter. It rightfully points at Google's own keyword tool as a great tool, but it doesn't really tell you how to use it to its full potential. It just glosses over it. It would be good to see a discussion of how to use the different match options in the keyword tool. I regularly see newbie experts (sic) on forums say things like "Google's keyword tool says there are 10 zillion searches per month for blahblah!" - the trouble is they've used broad match - if they used 'exact match' they would see that no one was searching for blahblah at all! That's an important point to understand, it's a shame it's not discussed here.

In contrast, the discussion of using negative keyword matching is much more comprehensive.

Things change fast in AdWords - there is no discussion here of the 'broad match modifier' - this is worth its weight in gold, at least for now whilst not many people are using it. Another big thing not discussed here is AdWords site links. The Content Network is no longer called that ... it's now called the Display Network. This is not a criticism of the book, these are very new changes.

On the whole this is a fairly down-to-earth book on AdWords, and has an interesting contrast in style and content to Perry Marshall's books.
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Most Recent Customer Reviews
5.0 out of 5 stars Excellent book
An excellent book, that takes you to the heart of Google Adwords. Nicely written, clear cut, it broadens the concept of Adwords
Published on 8 Sept. 2011 by Lazaros Petrides
5.0 out of 5 stars Concrete information, nicely presented
Excellent book, written in an academic yet pleasant style.
I guess many a SME organization would save substantial costs by letting its Marketing department spending a bit of... Read more
Published on 8 Sept. 2011 by Mark Gustavsson
2.0 out of 5 stars Thorough but Dull and Dated
This book will take you through many of the common features of AdWords but it's dated (e.g. reports have been completely redesigned since the book was written) and it's dull. Read more
Published on 1 April 2011 by Turnips
5.0 out of 5 stars A great introduction to Adwords
Do not be put off by the title if you don't think you are ready for an "advanced" book. This is a great introduction to Adwords which can easily be used by anyone even if you have... Read more
Published on 20 Dec. 2010 by Amazon Customer
2.0 out of 5 stars Not such a serious book
First time I have bought this book.
Not really for advanced users.
Little on conversion optimizer.
Nothing, and not even a mention on remarketing. Read more
Published on 16 Dec. 2010 by Krishan N. Bhaskar
3.0 out of 5 stars Minor nit - Broken index
Not read the book yet. But I did notice that the index in the back has no page numbers or links which is a pain for what will ultimately be a reference book. Read more
Published on 7 Oct. 2010 by Amazon Customer
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