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. Quick? Well... not so much. This book is all the better for making no bones about that, but instead to jump right in with sound and clear advice and by explaining also the more abstract concepts behind the system. It doesn't just tell you what works, but it makes you understand why. Therefore, even experienced AdWords-advertisers will feel they gain new insights and expertise thanks to this book. Recommended!