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Winning Results with Google Ad Words [Paperback]

Andrew Goodman
4.1 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

4 July 2005
Don’t get lost in the digital haystack! With thousands of links for every search, the chances of your products being found online are slimmer than a needle. But there’s good news: you can pinpoint your marketing message with help from Winning Results with Google AdWords. You'll discover AdWord essentials, how to bid for and win the keywords you want, how to track your results, and much more. Create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding.

Product details

  • Paperback: 376 pages
  • Publisher: McGraw-Hill Osborne (4 July 2005)
  • Language: English
  • ISBN-10: 0072257024
  • ISBN-13: 978-0072257021
  • Product Dimensions: 23.2 x 18.9 x 2 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 747,061 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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From the Back Cover

Reach millions of targeted new customers right away!

With over 200 million searches per day on Google, and thousands of links for every search, the chances of your products being found online are slim…until now. Learn how to target your marketing message and lead customers directly to you at the precise moment they’re looking for the products and services you’re selling. In Winning Results with Google AdWords, online marketing guru Andrew Goodman explains why and how a Google AdWords campaign is the best bet for your advertising dollars. He outlines sure-fire strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. Discover ways to expand your ad distribution, why testing ad effectiveness is crucial, how to effectively track results, and much more.

  • Learn to use the Google AdWords Keyword Tool to your advantage
  • Maximize existing and familiar keywords--and remove negative search phrases
  • Increase conversion rates and determine which traffic-tracking methods are right for you
  • Systematically test ad copy and develop a plan for ongoing keyword discovery
  • Adjust your ad campaign based on the ROI data you collect
  • Gain new customers and retain customer loyalty through smart ad copy and personalization
  • Zoom ahead of your competitors by using AdWords rapid feedback cycles
  • Filter out inappropriate or irrelevant prospects

Andrew Goodman is Founder and Principal of Page Zero Media, a consulting firm that provides search engine marketing services and strategic advice to companies seeking an online presence. He co-founded, an acclaimed “Guide to Portals,” and is a regular speaker at industry conferences such as Jupitermedia’s Search Engine Strategies and Nielsen Norman Group User Experience.

About the Author

Andrew Goodman (Toronto, Canada) moderates I-Search, a leading discussion list dedicated to search engine marketing with more than 17,000 members. He is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.

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Customer Reviews

4.1 out of 5 stars
4.1 out of 5 stars
Most Helpful Customer Reviews
32 of 33 people found the following review helpful
'Winning Results with Google AdWords' is a revised and extended version of Andrew Goodman's 'Google AdWords Handbook', which has been available as an e-book from his web site since 2004. It should be essential reading for anyone contemplating an AdWords pay-per-click (PPC) campaign as a way of bringing new customers to a web site. I've been using AdWords for one year now and the returns, in large part thanks to Goodman's guidance, have been far beyond my expectations.
Don't confuse pay-per-click advertising with the expensive (and frequently ineffective) smoke-and-mirrors tricks of search engine optimization. Adwords gives a web site owner the sort of control and feedback that advertisers have previously only dreamed of - and Goodman's book explains in clear, well-researched and well-informed prose how it works, how to do-it-yourself and how to avoid the traps and not waste money.
Goodman derives his expertise from the many PPC campaigns he has run for others - but for most businesses a campaign could (and indeed should) be done in-house, starting with nothing more than Google's own instructions and FAQ's. These are a model of user friendliness and clarity, but you will still need this book to answer the remaining hows, whys and whens of click-through ratios, keyword matching and conversion tracking.
Some American critics have complained that this book doesn't deal with the very latest changes to the AdWords interface. I don't think that this matters at all - and they miss the point that the real value in 'Winning Results with Google AdWords' lies in its explanation of how to adapt your marketing and sales techniques to take advantage of this new medium. These are new skills that don't depend on the mechanics of the process, but for which you do need a good teacher. Andrew Goodman is a good teacher.
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10 of 10 people found the following review helpful
5.0 out of 5 stars The best book on Google Ads I've read 28 Mar 2007
This is the first book I read on Google Ads and it's still the best I have ever read.

When I set-up my first Google Ad campaign, I made all the classic mistakes and spent hundred of pounds without getting any new customers. Then I bought the E-book version, spent one whole afternoon reading it and went back to the campaign inspired.

I followed his suggestions and guidelines and created a Google Ad campaign that worked - my cost per click went down by two thirds, the number of clicks went up 10 times and we started selling.

When it came out as a real book, I bought it and I still re-read it from time to time to check I'm doing the right things and I recommend it regularly.
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27 of 28 people found the following review helpful
5.0 out of 5 stars Profitable Google Marketing 4 Nov 2005
I've been an adwords account holder since early 2002, and like many others in the industry I've felt starved of genuine, honest advice on running a professional campaign. Andrew Goodman has done a fantastic job of bringing the topic to life and provided extremely candid opinions on how best manage your google marketing budget.
I don't consider myself a novice to the subject, and have come away feeling wiser and more importantly enthused to work even further on refining my campaigns. Profitable google marketing is not as simple as many believe, Andrew has made sense of what can at times be an overwhelming topic.
I highly recommend this title.
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13 of 14 people found the following review helpful
4.0 out of 5 stars Practical advice for marketers 29 Sep 2006
I purchased this book along with another bookt on the same issue. This one is a clear winner. This is a light-hearted guide for internet marketers and website owners that demystifies search engine marketing and provides practical advice for success. Getting your site indexed is the most fundamental, yet one of the most challenging, aspects to search engine marketing. This book does the job.

I now use Adwords in a much more economical manner than before. This book has no silver bullets but it offers instead, is the most comprehensive treatment of the key Adwords success issues.
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