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Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google Adwords [Paperback]

Richard Stokes
3.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

7 July 2008
Mastering Search Advertising shares insight and professional guidance from an expert Internet marketer on how to launch, manage and improve already-existing pay-per-click campaigns, providing an inside look into a largely undiscovered and exciting industry.

Richard Stokes, founder of AdGooroo, a leading search engine intelligence company, has over 15 years of experience in advertising and technology management and includes real-life examples, case studies and charts that reveal not only the basics of creating a pay-per-click campaign, but also break down the intricacies of the process into simple, easy-to-understand steps that will help any business leader focused on achieving a world-class marketing strategy. Successful tactics known only to a handful of elite search marketers are discussed in detail and include specific techniques on how to:

  • Increase search traffic while simultaneously lowering costs
  • Conduct keyword research
  • Determine the best starting bid prices for new keywords
  • Manage bids without expensive bid management software
  • Launch a new campaign
  • Understand the Google quality score algorithm

Stop throwing your marketing dollars away and learn how to dominate Google AdWords today!

"A well researched, truthful, and up-to-date guide for pay-per-click marketers."
Mike Mindel, CTO, Wordtracker.com

Product details

  • Paperback: 112 pages
  • Publisher: iUniverse, Inc. (7 July 2008)
  • Language: English
  • ISBN-10: 0595493459
  • ISBN-13: 978-0595493456
  • Product Dimensions: 22.9 x 15.2 x 0.7 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,427,571 in Books (See Top 100 in Books)

Product Description

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.

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Customer Reviews

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Most Helpful Customer Reviews
4 of 5 people found the following review helpful
3.0 out of 5 stars An extended advertisement for AdGooroo 22 Jan 2009
I bought this book to start me off on a very small campaign on Google Adwords for something very specific that I manufacture. I want to reach more customers at a sensible and predictable cost, and AdWords seemed worth investigating.

It's a slim book (90 pages of content). That's OK, I like information to be concise where it can be, but it means that if you're looking for verbiage, this is the wrong book. I chose this one because it's very recently published (at the time of this review) and AdWords is rapidly evolving.

So, to the content. The overall information contained in the book is excellent, and I can see how it could be used to improve an Adword campaign enough to pay for itself a hundred times over. Unfortunately, Stokes is pretty unaware that there might be sole traders out there looking to sell a few items using adwords, not to build up the world's greatest brand awareness. As an example, he states blandly (with no qualification) that you should "aim to have no less than 5,000 keywords, but preferaby 25,000 or more". That's entirely unsuitable for a small trader like me selling a single product into a tiny niche. I need Adwords to help me grow my business, not to take over my life. Spend thirty seconds assessing each keyword and actioning it (impossibly brief) and a 25,000 keyword list would take six working weeks to assess. OK if you have people dedicated to it; impossible if you're a sole trader. Fortunately, I can assess this as being utterly irrelevant to me, but there's a lack of consideration for his audience there.

More crucially, though, I became utterly sick of the references throughout to AdGooroo's tools and how utterly invaluable they are and how they offer information other tools don't offer.
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Amazon.com: 4.5 out of 5 stars  14 reviews
21 of 24 people found the following review helpful
5.0 out of 5 stars The top 3% really do dominate Google AdWords... 20 Oct 2008
By Perry Marshall - Published on Amazon.com
Format:Paperback|Verified Purchase
...and only the owner of a company like AdGooRoo could write this, explaining why and how. It's one thing to look at search results and study your Google account; it's another to gather data from thousands of companies and show exactly what works and does not. That's what Richard has done with this book.

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.

Richard shows:

--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.
9 of 10 people found the following review helpful
5.0 out of 5 stars Easy to read with great online advertising insight 4 Aug 2008
By TCummings - Published on Amazon.com
I've been working professionally with pay-per-click advertising for several years and I'm in as good of a position as any to review books on this subject.

This book is a little different than the 300 page tomes one usually finds written about AdWords. At just over 100 pages, this is a quick and easy read. It's evident that the author is an expert and is speaking from experience. It dives quickly into intermediate and expert-level optimizations that can have a huge impact on paid campaign results.

In fact, this is what I liked most about the book - it doesn't waste time repeating the same kinds of things you can find in other AdWords books. For instance, there's a great chapter which explains why high bids don't necessarily translate to high traffic and how you can use this relationship to drive more first-page traffic while lowering your average bid prices. It seems like nearly every chapter presented some new insight, some of which go right in the face of common AdWords thinking

The main shortcoming of the book is that it's not suitable to first time PPC marketers. If you haven't run a campaign before, you'll need some other resources in addition to this book.

In short, this book belongs on every professional search marketers shelf. 5 stars.
6 of 6 people found the following review helpful
3.0 out of 5 stars Not Bad, Not Great 20 Nov 2009
By J. Kobel - Published on Amazon.com
Format:Paperback|Verified Purchase
This book was okay. It brings to light some vary basic concepts that were very helpful in refining my current paid search ad campaigns. It also cleared up some questions that I had about paid search ads. The book is a quick easy read and I recomened taking notes while you read it. It might also be a good idea to buy a new copy of the book since the used copy I purchased had a lot of underlined paragraphs in it. You want to be able to do your own marking up in this book. There were 2 down sides to this book. The first is the concept of Coverage. The author of this book talked as if Coverage was the most important thing when it comes to Paid Search Ads and actually, profitable ROI and Conversions are more important to me than Coverage. Any one can spend money in Paid Search Ads, but can they do it and return a profit. Coverage is more important if you a very large company with an unlimited budget and it is essential that you are seen in SERPs all of the time.

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.
7 of 8 people found the following review helpful
3.0 out of 5 stars Some nice points, light on content, leaves many questions unanswered 12 July 2009
By Jason H - Published on Amazon.com
The book quickly offers some great strategies and makes some very practical points, but there is not a lot of content and a few examples. Large fonts and big diagrams left me thinking wondering why this wasn't condensed into a pocket size 20 page book. It was a little annoying that throughout the book the author repeatedly pitches his AdWords management product. The strategies described are good and make great sense, but also often assume you're working with an unlimited budget. That said, the book did pay for itself with some helpful suggestions, but I think I'll probably pick up another text for more information.
7 of 9 people found the following review helpful
5.0 out of 5 stars Mastering Search Advertising is a Concise, Transparent and Important Book 8 Sep 2008
By David D - Published on Amazon.com
Mastering Search Advertising is a highly concise, unique and useful book covering search engine marketing / Google Adwords. Many a book on this topic has said much more, but explained much less.

I draw this conclusion based on the following:
- The Foreword of the book gives a brief synopsis of Richard's journey of curiosity and passion for understanding and refining process, not an endless list of thank you's. You immediately feel a purpose, direction and his passion for the subject.

- Richard is clearly self-taught and has deviated from the beaten path and anyone reading this book would benefit from his years of effort. It reminds me of how Tommy Emmanuel learned how to play acoustic guitar without ever reading sheet music!

- The book explains clearly and transparently some of the basic rules of search engine marketing in a way that is rarely seen publicly.

- Richard does all of this with simple and concise explanations that are written in actual business language. It sets a foundation for the eventual moving of this space from mystery to science.

- The first four words of chapter 10 explain search perfectly: "Search engines prize relevancy."

- Some people might mildly object to his usage of his company Adgooroo as an example throughout the book. What those people don't understand is that: A) it would have been almost impossible to achieve the conclusions that are the foundations of this book without the Adgooroo solution having been developed, B) he explains the steps you'd need to do to achieve the results without Adgooroo (but it would likely be too time consuming) and C) he openly talks about alternative vendor solutions in a mutually respectful way lessens the sales element.

Enjoy your future reading. Your visit to Facebook, Twitter and/or my blog to continue this dialogue if you so desire is welcomed.
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