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Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords | 
 enlarge | Author: Richard Stokes
Publisher: iUniverse, Inc.
Category: Book
List Price: $13.95
Buy New: $6.78
You Save: $7.17 (51%)
New (12) Used (6) from $6.72
Rating:  7 reviews
Sales Rank: 35333
Media: Paperback
Pages: 112
Number Of Items: 1
Shipping Weight (lbs): 0.1
Dimensions (in): 8.8 x 5.9 x 0.4
ISBN: 0595493459
EAN: 9780595493456
ASIN: 0595493459
Publication Date: July 7, 2008
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: Brand New! Perfect Condition!
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Product Description
Mastering Search Advertising shares insight and professional guidance from an expert Internet marketer on how to launch, manage and improve already-existing pay-per-click campaigns, providing an inside look into a largely undiscovered and exciting industry. Richard Stokes, founder of AdGooroo, a leading search engine intelligence company, has over 15 years of experience in advertising and technology management and includes real-life examples, case studies and charts that reveal not only the basics of creating a pay-per-click campaign, but also break down the intricacies of the process into simple, easy-to-understand steps that will help any business leader focused on achieving a world-class marketing strategy. Successful tactics known only to a handful of elite search marketers are discussed in detail and include specific techniques on how to: - Increase search traffic while simultaneously lowering costs
- Conduct keyword research
- Determine the best starting bid prices for new keywords
- Manage bids without expensive bid management software
- Launch a new campaign
- Understand the Google quality score algorithm
Stop throwing your marketing dollars away and learn how to dominate Google AdWords today! "A well researched, truthful, and up-to-date guide for pay-per-click marketers."
Mike Mindel, CTO, Wordtracker.com
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| Customer Reviews: Read 2 more reviews...
Technology simplified November 14, 2008
Carlin Stanton (Dallas,Texas)
Found out about Richard Stokes from Perry Marshall. Amazing break down of what to do to be in control of my Adwords campaign. Neat little tricks and ways to save money. Technical but understandable. I'm seeing competitors' ads falling away because they apparently haven't read this book.
The top 3% really do dominate Google AdWords... October 20, 2008
Perry Marshall (Chicago, IL USA)
11 out of 11 found this review helpful
...and only the owner of a company like AdGooRoo could write this, explaining why and how. It's one thing to look at search results and study your Google account; it's another to gather data from thousands of companies and show exactly what works and does not. That's what Richard has done with this book.
As author of The Ultimate Guide to Google AdWords & having taught hundreds of thousands of people how to advertise on Google, I was elated to see Richard put hard numbers on many things I've believed but was unable to prove.
Richard shows:
--Specific types of keywords and searches and how they relate to buying behavior
--Hard factors that influence Quality Score and Click Thru Rate
--Information that is very hard to get from Google, like % ad exposure and relationships between bid price, ad position, Click Thru Rate and Conversion Rate
Richard explains the inner workings of Google's formula, revealing why ultra-relevant advertisers get a wonderful advantage of being served *all* the available clicks and not just a portion. If you're up against competition who is in that enviable position, you need all the intel you can get.
This book is not for beginners. I really don't see that as a problem, though, there are plenty of books that do that (such as my own). There's a whole class of Google advertisers who know all the basic stuff but are still perplexed by Adwords. They're in hyper-competitive markets duking it out with hundreds of bidders and they need advanced info. This book is perfect for them.
Outstanding Work! September 19, 2008
J. Richardson
While some might complain that this book is a marketing piece for their website/service, it really has some unique insights based on real experience. How well you AdWords campaign is running can make or break your business. Spend the extra effort to get it right.
Mastering Search Advertising is a Concise, Transparent and Important Book September 8, 2008
David Dalka (Chicago, NYC, Seattle, California)
5 out of 5 found this review helpful
Mastering Search Advertising is a highly concise, unique and useful book covering search engine marketing / Google Adwords. Many a book on this topic has said much more, but explained much less.
I draw this conclusion based on the following:
- The Foreword of the book gives a brief synopsis of Richard's journey of curiosity and passion for understanding and refining process, not an endless list of thank you's. You immediately feel a purpose, direction and his passion for the subject.
- Richard is clearly self-taught and has deviated from the beaten path and anyone reading this book would benefit from his years of effort. It reminds me of how Tommy Emmanuel learned how to play acoustic guitar without ever reading sheet music!
- The book explains clearly and transparently some of the basic rules of search engine marketing in a way that is rarely seen publicly.
- Richard does all of this with simple and concise explanations that are written in actual business language. It sets a foundation for the eventual moving of this space from mystery to science.
- The first four words of chapter 10 explain search perfectly: "Search engines prize relevancy."
- Some people might mildly object to his usage of his company Adgooroo as an example throughout the book. What those people don't understand is that: A) it would have been almost impossible to achieve the conclusions that are the foundations of this book without the Adgooroo solution having been developed, B) he explains the steps you'd need to do to achieve the results without Adgooroo (but it would likely be too time consuming) and C) he openly talks about alternative vendor solutions in a mutually respectful way lessens the sales element.
Enjoy your future reading. Your visit to Facebook, Twitter and/or my blog to continue this dialogue if you so desire is welcomed.
Easy to read with great online advertising insight August 4, 2008
TCummings
4 out of 5 found this review helpful
I've been working professionally with pay-per-click advertising for several years and I'm in as good of a position as any to review books on this subject.
This book is a little different than the 300 page tomes one usually finds written about AdWords. At just over 100 pages, this is a quick and easy read. It's evident that the author is an expert and is speaking from experience. It dives quickly into intermediate and expert-level optimizations that can have a huge impact on paid campaign results.
In fact, this is what I liked most about the book - it doesn't waste time repeating the same kinds of things you can find in other AdWords books. For instance, there's a great chapter which explains why high bids don't necessarily translate to high traffic and how you can use this relationship to drive more first-page traffic while lowering your average bid prices. It seems like nearly every chapter presented some new insight, some of which go right in the face of common AdWords thinking
The main shortcoming of the book is that it's not suitable to first time PPC marketers. If you haven't run a campaign before, you'll need some other resources in addition to this book.
In short, this book belongs on every professional search marketers shelf. 5 stars.
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