Essential reading for any pay-per-click advertiser, 26 Oct 2005

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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Profitable Google Marketing, 5 Nov 2005

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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