Ultimate Guide to Google Adwords: How to Access 100 Million People in 10 Minutes


Never before in the history of advertising has it been possible to spend five bucks, write a couple of ads and get instant access to more than 100 million people in 10 minutes. But that's exactly what Google AdWords does. It's an awesome concept-but you can lose a bundle ...

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Never before in the history of advertising has it been possible to spend five bucks, write a couple of ads and get instant access to more than 100 million people in 10 minutes. But that's exactly what Google AdWords does. It's an awesome concept-but you can lose a bundle if you don't know how it works.

Learn how to:

•Build an AdWords campaign from scratch

•Identify keywords that entice people to click on your ads

•Get the lowest bid prices on your keywords

•Defeat click fraud and other scams

•Use search engine optimization techniques

•Turn clicks into customers

Plus get FREE e-mail updates on Google's ever-changing system.

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Product Details

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Force Prospects to Choose Your Site     1
Build Your Own Autopilot Marketing Machine     9
It All Starts When People Search for Something     10
Your Mission, Should You Choose to Accept It     12
If You Do This Right, It Can Make You Rich     13
A Few Tools That Will Help You Get Started     13
The New Golden Age of Entrepreneurship     14
Build a Google Campaign from Scratch-the Right Way     17
Three Questions That Tell Whether a Market Is for You     18
Set Up Your Campaign     22
Things You Can Tweak Now     27
The Magic Is in the Process     28
Set Yourself Up for Success     28
Pay Less and Get More Clicks     31
The Wrong Way to Organize an AdWords Campaign     32
Split-Test Your Ads!     36
Cut Out Irrelevant Keywords to Improve Your CTR     37
The Peel and Stick Strategy: Get a Higher CTR by Moving Your Keywords Around     38
More Easy-to-Follow Examples     40
Develop High-Quality Keyword Lists to Craft Killer Headlines     43
More Tools for Your Toolbox     45
Get Rid of Visitors You Don't Want     46
Now the Money Can Do the Talking     46
Search Smarter with Google's Keyword Tool     47
Find Even More Paying "Markets" on Wordtracker     49
Make More Money Taking a Different Route with Your Keywords     50
Use Keywords to Outsmart Your Competitors     51
Something Else Your Competitors Don't Know     52
Nobody Types in Just One Keyword     53
Keep Your Guinea Pig from Smelling     53
More Markets, More Cash: Get Beyond the Obvious Keywords     54
The Math of Negative Keywords: Only Good News for Your CTR     59
Get a Steady Stream of Traffic from Ultra-Generic Keywords Everyone Is Ignoring     60
The Killer Secrets     61
Headlines and Killer Copy from Cosmopolitan Magazine: Get Paid to Learn from Anybody     61
Write Google Ads that Attract Eyeballs, Clicks, and Earn You Money     65
Riveting to Your Customer, Dead Boring to Anyone Else     67
When Your Inner Salesman Comes Alive     68
Choose the Right URL to Double Your Ad's Effectiveness     70
The "Goldilocks Theory": Why the Best AdWords Ads are Never Over-the-Top     71
A Different Kind of "Over-the-Top,"     72
Some All-Time Most Successful Google Ads     72
What to Do When a High CTR is Not Your Goal     73
If the Guys at the Bar Will Buy It, You've Got a Winning Ad     74
Triple Your CTR-No Genius Required     77
Set Up a Split Test     80
Electoral Votes vs. Google Votes: Is Your Winning Ad Really a Winner, or Did It Just Get Lucky?     80
The Split-Tester Tool and How to Use It     83
Triple Your Traffic with Site-Targeted AdSense and Google Image Ads     85
Is Syndicated Traffic Profitable?     86
Tweak Your Bid Prices on AdSense     87
Site-Targeted AdSense Can Be a Massive Goldmine     88
Set Up Site-Targeted AdSense     88
Make Site-Targeted AdSense Work Better     90
What AdSense Ads and Turn-the-Corner Keywords Have in Common     91
Image Ads     91
Google Won't Let You Embarrass Them     93
Make Money Here with the Same Time-Tested Principles     93
Local Ads on Google: Beating the Yellow Pages     95
Google AdWords vs. Other Local Online Services     96
You're Reaching Two Kinds of People, Not Just One     98
Reach the First Person     98
Reach the Second Person     99
Hone Your Chops on a Local Test Campaign Before You Go National     101
Offer a Service Locally But a Product Nationally      101
Slashing Your Bid Prices: Google Rewards You for Relevance     103
It Ain't His Neck under the Guillotine Blade     104
Google Rewards You for Relevance     104
Keyword Status and Being Relevant?     106
What We Saved by Doing Peel and Stick     107
The Quality Score Secret Formula     108
Charging Idiots More Money to Be Idiots     109
Acting Uppity Won't Earn You a Penny More     110
The Most-Ignored Secret Behind the Most Profitable Marketing Campaigns     113
What Is a USP?     114
Identify Your USP     114
Say it in Just One Sentence: Your Elevator Speech     116
Your USP Makes a Great Google Ad     117
Build an Unforgettable Personality Around Your USP     117
How E-Mail Transforms Those Expensive Clicks into Profitable Customers     123
Put Personality and Pizzazz into your E-Mail Marketing     124
The Power of Your E-mail Lies in Being Personal     126
Why We Chose Engineers as an Example for E-mail Marketing     129
Pay for E-Mail-Not a Problem     132
Direct Mail All Over Again     133
Opt-Ins: More Than Just an E-Mail Address?     134
They Can Knock Off Your Product, But They Can't Knock Off You      134
The Winning Method the World's Smartest Marketers Stole from the Wright Brothers     137
How the Wright Brothers' Savvy Testing Method Made them First in Flight     138
Those Who Test, Fly. Those Who Rely on Brute Force, Die     140
Marketing Misery Is Not Necessary     141
Get Customers to Eat Out of Your Hand     143
We Used Google AdWords to Pick a Title for a Seminar     144
How to Be Sure There's a More Profitable Market for Your Idea     146
What You Learn When Your Idea Doesn't Work the First Time     148
When Your Market Speaks and You Respond, It's Money in the Bank     151
Converting Visitors to Buyers     153
The Single Biggest Web Site Mistake Marketers Make     154
Google's Conversion Tracking Tells You What's Working     157
Wasted Corporate Advertising Dollars vs. Your Profit-Generating Traffic Machine     158
Set Up Google Tracking to Perfect Your Ads and Grow Your Business Even More     159
Quick Example of Conversion Tracking     162
Outsmart the Law of Diminishing Returns     163
AdSense and Content-Targeted Traffic     164
When AdSense Is Good, and When It's Not     166
A Higher CTR Still Helps You     167
Another Counter-Intuitive Way to Tweak Your Numbers to Save More Money     167
Perfect Your Sales Numbers and Go on Autopilot     168
The Magic Number that Defines the Power of Your Web Site     173
Dollars Mean More Than Percentages     175
Use Split-Testing to Boost Your Visitor Value     177
The Greatest Asset You Can Have     177
Beat the Competition When It's Most Brutal     181
It Starts with Killer Ad Copy     182
The Best Keywords Are Often not the Most Competitive or Most Expensive Ones     182
Know Your Visitor Value and Bid the Price Where You're Most Profitable. Don't Assume that the Top Positions Are the Best     184
Share Customers and Create Partnerships     186
Get the Customers that the Big Boys Can't Get or Don't Want     186
Market Offline as Well     186
Build Your Back End     187
Sea Lions, Sunfish, and Julius Caesar     188
Persuasive Ad Copy: The Ultimate Silver Bullet     191
Striking Out on My Own     192
Untapped AdWords Copy Ideas     207
Move People by Their Senses     208
Get Your URL Noticed     209
Punctuation     210
Prove You Mean Business with Special Claims and Offers      211
Make Your Terms of Business Unequivocal     212
Take Advantage of Controversy     212
Be a Help in Crisis     213
Choose a Tone     213
Try Other Fresh Approaches     214
Potential Customers Are Already Looking for You on Google and Don't Know It     217
How We Make Money Marketing to People Who are Looking to Advertise on Yahoo     219
Sell Results, Not Procedures     219
More Turn-the-Corner Examples     220
You Can Reach Three Kinds of People     222
Selling Prevention When People Only Want a Cure     222
Chicken Soup for the Dysfunctional, Lust-Infested Drug Addict's Soul     223
How to Grind Down Your Competition: A Google Lesson from Han Solo     225
Split-Testing + Attrition = Success     226
Google Makes It So Easy     227
Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising     228
The New Army of Generation-X Marketers     229
The Improvements Don't Just Add Up, They Multiply!     230
Profiting from the Winner-Take-All Phenomenon     231
The Expanding Universe Theory     232
Affiliates: The Momentum Kicks In     233
America's Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims     233
No More Bitslinging: Create Wealth with Your Customer List     237
How You Can Build Wealth the Same Way through Affiliate Marketing     240
It's All But Impossible to Do Successful Affiliate Marketing on Google any Other Way     241
How to Get High Rankings in Google's Organic Search Results     243
How to Get Started with SEO     245
Be Realistic in Your Time-Frame Expectations     246
Keyword Selection for Organic Search Ranking Success     247
Keyword Placement for Organic Search Ranking Success     247
How to Get Natural Looking Links from Important Pages     248
Choose Your Links Wisely     249
Get Links from Trusted Pages that Match Your Topic     250
Count the Number of Links on the Referring Page     250
Avoid Getting Involved with Run-of-the-Site Links     250
Maintain Consistency in the Format of Your Incoming Link URLs     250
Get Your Keywords into Your Anchor Text     251
Be Careful Who You Link To!     252
Train Your Eye on the Primary Goal-Profits!     253
The Best Place to Start Getting Links     253
Link Outside the Box     254
The Power of Press Releases for SEO     254
The Problem with Reciprocal Links     255
Evaluating the Quality of a Link     256
Don't Sweat the Small Stuff     256
What Really Smart Online Marketers Do     256
Google's Tools for Smarter AdWords Results     259
Know Who Your Visitors Are: Google Analytics     260
Track Your Most Profitable Ads and Keywords: Google Reports     261
Bid Smarter: Editing CPCs and URLs for Individual Keywords     262
Track Your Progress: Checking Back over Your Old Deleted Stuff     263
Tweak Your Campaign Settings     264
What about Ad Rotation?     265
Should You Use Google's Budget Optimizer?     265
Why the Idea of a Marketing Budget Is Deeply Flawed     266
When You Need to Set a Spending Limit     266
Manage the Perfect Google Campaign     267
FAQ: Answers to All Your Frequently-Asked Questions about Google AdWords     269
Better Clickthrough Rates, Better Prices     272
Organizing Your Keywords and Keeping Them Active     273
Where and When to Show Your Ads     277
Better Landing Pages     280
Testing Your Traffic and Getting It to Convert     282
Using Special Tools     284
Pop-Ups      285
Working in Specialized Markets     286
Google's Regular Search Engine     288
Google vs. Yahoo/Overture     289
Epiphany in Nairobi, Kenya     291
About the Authors     295   Perry Marshall     295   Bryan Todd     296
Index     297
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Sort by: Showing all of 6 Customer Reviews
  • Posted June 25, 2009

    more from this reviewer

    The search is over

    This book was worth every penny. I was previously paying someone else to handle my search engine marketing which was very expensive and didn't deliver the results I wanted. I decided to take things into my own hands. Being new to the Google AdWords system, I needed some help.

    Within days of reading the book I created several campaigns with impressive results and click through rates (CTR). My second campaign received a 10 out 10 quality score from Google and thus reduced my costs. The added benefit is that the campaign is generating tons of quality traffic at a very low cost with a very high return.

    I highly recommend this book to anyone looking to take on their own search engine marketing or at the very least, understand what you're paying for. AdWords is a powerful and cost effective tool to any business and this is "The Ultimate Guide".

    2 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted October 28, 2009

    more from this reviewer

    Great Content BUT SMALL SCREEN SHOTS! Beware!

    I am learning SO MUCH from Perry's book. However, most of his screen shots are too small to read. They should have been larger. How could anyone proof reading the book not have noticed this? He refers to the screen shots a lot but you can't read them. I tried to contact Perry but that's not easily done. The book is very well written and informative...I just hope his book coming out in January 2010 has larger and clearer screen shots.

    1 out of 1 people found this review helpful.

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    Posted February 21, 2009

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    Posted April 16, 2009

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    Posted October 25, 2009

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    Posted February 25, 2011

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