AdWords For Dummies (For Dummies (Lifestyles Paperback))
by Howie Jacobson
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Book Summary Information
Author: Howie JacobsonEdition: Paperback
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2007-09-11
ISBN: 0470152524
Number of pages: 408
Publisher: For Dummies
Book Reviews of AdWords For Dummies (For Dummies (Lifestyles Paperback))
Book Review: The Million Dollar AdWord Book Review
Summary: 4 Stars
You might call this, "The Million Dollar Review," after-all, I'm the guy, Dan Hollings, that recently orchestrated the internet marketing campaign for The Secret (Extended Edition) and thus, I know a thing or two about this topic.
Despite all the mass media hoopla, from Oprah to Larry King, the Wall Street Journal to Newsweek (not to forget, Saturday Night Live) and more... one of the biggest secrets about "The Secret" was that Google Adwords played a bigger role than most would believe. Yes there was viral, social media networking, word-of-mouth, database marketing and a plethora of other strategies all working in concert, but at the core of the millions upon millions in sales that occurred directly from optimized Secret landing pages was a humble Google Adword campaign.
What does this have to do with "AdWords For Dummies?" Well, I can't say I personally know Howie Jacobson (I'd love to meet him), but from what I read, it seems back two or three years ago when I could have really used some of the secrets now revealed in his book, Howie was more than likely out juggling or playing with his big goofy dog. Even one of my most dog-eared books of this category, the Ultimate Guide to Google AdWords (Ultimate Guide to Google Adwords) by Perry Marshall was not published until Nov 29, 2006; over a year after my work on "The Secret" campaign began. Ah, I guess (as the movie might say) the universe just wasn't delivering what I needed in a timely fashion! I'm convinced, however, that either of these books could have produced at least a 10% increase in my results (now let's figure... $24 million X 10% = a $2,400,000 increase in profits). I'm not sure I'll ever forgive the universe for this one :-)
"AdWords For Dummies" is slightly more for beginners (as is typical for The Dummies Series), while the "Ultimate Guide to Google Adwords" is more advanced. Heck, let's not dice onions here and cry; cut loose of [...] bucks and get them both. But be forewarned, you'll soon be tempted to crank out much more money as you compile the various keyword research, competitive analysis, split-testers and other pay per click efficiency tools recommended in these books.
Now, a few book review comments...
After basics were covered in the early chapters, Chapter 5 is where I began to slow down a bit and absorb. Here, Howie covered "Choosing the Right Keywords" and this is a subject I just love. Yes, I know a lot about keyword research, but finding even one additional tip or technique can make a big difference; I was on high alert as I cruised through this chapter. I was familiar with the 'Peel & Stick' strategy from "Ultimate Guide to Google Adwords" - but, Howie used it in a new way. You'll find Howie's expand 'Peel & Stick' strategy very helpful. A free tool to help automate this strategy is available from Aaron Wall: do a google for "Free Open Source Keyword Phrase List Generator." Rest assured, I wasn't born loving this keyword stuff, it's an acquired love, but you'll love the results too, if you hunker down and do the work.
Chapter 6, "Writing Magnetic Ads" got down to a series of very valuable and easy to grasp strategies that will attract not just clicks, but the "right" clicks. No magnets required! One trick Howie reveals in this book (yes, we all love cheap tricks) is the fake www-domain trick. How could I resist! Forgive me Howie for revealing this one here, but what fun I had with this one! Basically you write your ad, but at the bottom, where Google AdWords allows you to add a display URL, you enhance the authority of your ad by using a URL closely associated with the ad subject matter, but not exactly the real thing. Hang with me as I clarify. Let's say I'm wanting to market a book, like: "AdWords For Dummies" within AdWords, but I do not own [...]. I could get [...] and display in my AdWords ad a very impressive URL... [...] --- go there, try it, it works! People read ads quickly and do not discern a (dot) over a (dash) so [...] - allows you to match your URL to your ad if you do not own the URL you wish you had.
Continuing in Chapter 6 (I guess the magnets kept attracting me there) I found myself liking this Howie dude more and more. I mean, he likes dogs, he can juggle, he has a PhD in something other than marketing, he offers free vegan oatmeal cookies to his readers (by email - pg. 153) and he even plugs his wife's Comfort Soap site. I love it.
"AdWords For Dummies" ends with the traditional Dummies "Part of Ten" - sort of a top ten list of Adwords things to do or not to do. I must admit I was a little disappointed here. Howie admits they'd never make their way onto Letterman, but likewise, they'd not fancy my list either. A bit of a let down at the close of an otherwise valuable book; deserving of a spot on your internet marketing "must have" shelf. By the way, if you're wondering why I gave this book 4 stars rather than 5... I'm expecting more from Howie and I need to leave room for greater things to come.
Here's the formula: www-AdwordsForDummies / a batch of vegan cookies / and a nice comfort soap bath!
Summary of AdWords For Dummies (For Dummies (Lifestyles Paperback))
- AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted, cost-efficient advertising campaigns on the Web, and accounts for the bulk of Google's $6 billion in annual revenues
- This all-new guide helps advertisers get a handle on AdWords complexities and nuances, adopt AdWords best practices, and turn clicks into ka-ching!
- Topics covered include conducting quick and cheap market research, crafting a message that cuts through the clutter, choosing AdWords settings, bidding on keywords, setting a maximum daily spend, improving the Web page that an ad points to, testing strategies, tracking results, and using Web analytics tools
- Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks, narrated video walkthroughs, and free trials of the author's software
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