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Advanced Google AdWords: Exposed
on 1 September 2010
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. I'll revisit that contrast here once I've reviewed one or two of those.
Next for the Dummies Guide, it's latest incarnation is from 2009 - so that won't have all the latest info either.
One thing I will say is if you are running AdWords then you should read as much as you can about it - so any book that isn't bad is worth looking at!
This review is my personal opinion and not intended as a statement of fact :-)