The full title of this book by Corey Rabazinski is
“Google AdWords for Beginners: A Do-It-Yourself Guide to PPC Advertising“.
In my review posted on Amazon.co.uk, I gave this book a rating of Four Stars. This means that it is Good and Well Worth Reading.
Here is my book review.
A user friendly introduction to Google Adwords.
Adwords is a great way to get your business in front of customers who are ready to buy or getting ready to buy because they are actively searching for some kind of solution.
There are plenty of books to choose from but this is a nice starting point because it helps to dispel the ideas that it’s too complicated and too time consuming for small business owners to master. It doesn’t create a false picture because it clearly says that many advertisers carelessly lose money because they don’t tailor the power of Adwords to their specific needs.
It outlines an eight point plan:
1 Account and campaign structure
2 Location
3 Bidding and budgeting
4 Ad extensions
5 Writing Ads
6 Keywords and match types
7 Research
8 Optimising and testing
It’s short, easy to read and informative. Its explanation of how much you can afford to spend using the lifetime value of a customer as a base is wrong in an early chapter because it didn’t net down from revenue to profit margin. This is corrected in the more detailed chapter on bidding but it’s important that the right concept is used from the start.
It gives you enough to get started and to start tailoring your campaigns based on the results you see.
I’d have liked to have seen more on Pay per Click copywriting but I feel this is a topic that rarely receives the attention it deserves. I also feel the book would benefit from an extra step on landing page development. Both determine the success of the advertising and, via Google’s assessment of Quality Score, how much the advertisement costs for a particular place on the search page.
It is available to buy from Amazon.co.uk and Amazon.com.
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