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Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords
by Rich Stokes
List Price: $13.95
Our Price: $11.92
You Save: $2.03 ( 15% )
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Average Customer Rating:  
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Binding: Paperback
ISBN: 0595493459
Number Of Items: 1
Number Of Pages: 110
Publication Date: 2008-11-02
Publisher: IUniverse
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Editorial Reviews:
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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 costsConduct keyword researchDetermine the best starting bid prices for new keywordsManage bids without expensive bid management softwareLaunch a new campaignUnderstand the Google quality score algorithmStop 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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Featured Customer Reviews:
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5 stars for 1 idea
While this book was filled with good ideas, I have to admit that there was one idea specifically that made me sit up, get the highlighter and mark the page. I wanted to see if this one idea was true. And sure enough I went through a clients reports and found the information from my client was a near exact match to what the author said would be true. And sure enough that one idea, this one "Keyword", was not bringing any where near the value it was costing.
I would love to tell you this simple idea, but I feel the cost of the book and the few hours spent reading are easily recovered and the author deserves the reward of a couple dollars, so I cant bring myself to share this "secret". Buy the book, find your own secrets.....
 Not Bad, Not Great
This book was okay. It brings to light some vary basic concepts that were very helpful in refining my current paid search ad campaigns. It also cleared up some questions that I had about paid search ads. The book is a quick easy read and I recomened taking notes while you read it. It might also be a good idea to buy a new copy of the book since the used copy I purchased had a lot of underlined paragraphs in it. You want to be able to do your own marking up in this book. There were 2 down sides to this book. The first is the concept of Coverage. The author of this book talked as if Coverage was the most important thing when it comes to Paid Search Ads and actually, profitable ROI and Conversions are more important to me than Coverage. Any one can spend money in Paid Search Ads, but can they do it and return a profit. Coverage is more important if you a very large company with an unlimited budget and it is essential that you are seen in SERPs all of the time.
The other negative I have about this book is the author's continuous references to his company's software. I got the feeling there were always 3 solutions offered, 1 bad, one okay and then the best option is using a feature in his company's software. It is as if this book was published to promote the company's software.
Mastering Search Advertising
Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords
Rich Stokes has done a very commendable job at outlining the most important and useful parts of Adwords management from a perspective that commands attention. He lays it out here for the marketer or business which may not have their own agency and provides great value.
A good companion work to Perry Marshall, Kirt Christensen and Greg Cesar. Rich presents a wide range of tools that are available as well as his own Adgooroo product in a balanced manner.
Some nice points, light on content, leaves many questions unanswered
The book quickly offers some great strategies and makes some very practical points, but there is not a lot of content and a few examples. Large fonts and big diagrams left me thinking wondering why this wasn't condensed into a pocket size 20 page book. It was a little annoying that throughout the book the author repeatedly pitches his AdWords management product. The strategies described are good and make great sense, but also often assume you're working with an unlimited budget. That said, the book did pay for itself with some helpful suggestions, but I think I'll probably pick up another text for more information.
Good book, but there could be more detail
This is a good book and it has a number of great ideas and I learned a lot reading it. But,I'd like to see more detail on those ideas. For example, the books talks about the right way to set up adgroups, but doesn't talk about the logic behind grouping keywords.
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