There has always been this enigma about how Google AdWords works. If you ask Google they will perhaps say, it’s simple, we show the most relevant ads to people. And that is right. Google took great pains for years to make AdWords perfect and tweaked its algorithm to show people the ads of products and services that are relevant to the searcher. Try a few searches for flight fare to your favorite holiday destination and you will soon see ads for discounted fares and hotels rooms from the destination.
We have all experienced this, but as an advertiser it is important to know what the target audience is going to search. All this ad delivery is tuned to the keywords that the searcher uses to look for the products and services. This association however is not that simple. Your mistakes can not only deliver the ads to wrong audience, but can also cost you a fortune.
In Ultimate Guide to Google AdWords, Perry Marshall, Mike Rhodes, and Bryan Todd hold your hand and walk you through your first AdWords campaign so that you get the most from your AdWords budget.
Ultimate Guide to Google AdWords: How to Access 1 Billion People in 10 Minutes (Ultimate Series)
Authors: Perry Marshall, Mike Rhodes, Bryan Todd
Paperback: 314 pages
Publisher: Entrepreneur Press; Fourth Edition edition (October 1, 2014)
Language: English
ISBN-10: 1599185423
ISBN-13: 978-1599185422
The authors start at the basics and ramp up the information as they drill down into the depths of advertising and Google AdWords. After a primer and a bit of a history on Google AdWords, the authors get down to business in Building a Google campaign from Scratch: The Right Way and ask you to work with them. The mix of conceptual information and step-by-step, How To information ensures that the reader doesn’t have to look for other resources to see how things actually work on the Google Adwords web site.
Choosing the correct keywords can make or break your ad campaign. A broad keyword match can get you many clicks to your page, but these can also be useless. For example, if you are an iPhone seller and want to attract buyers to your site, simply using iPhone will not work. Although it will give you many clicks, it will also be shown to searchers looking for information about how to install apps on iPhone and similar others, which is a waste. The authors explain this and similar other consideration in great detail so that you imbibe this approach for one and all future ad campaigns, in Keywords: AdWords Success Starts Here. Ensuring that you use the right balance requires creating a strategy and knowing the Adwords Keyword Planner tool inside out. The authors discuss both: the strategies that you need to use for your specific situation and the tool options.
Keywords can get your ad in front of the right audience. However, you still need a catchy headline to make the user click your ad. In How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn Money, the authors share the secrets of writing riveting headlines. No matter how hard you try, there will be ads that perform better over others that you have created along with some that won’t pass the editorial guidelines. The authors have this covered in Ads that Pass the Test: Editorial Guidelines and Split Testing. Split testing helps you refine and reach a level where you create good ads every time for you future campaigns.
If you follow the search result display changes on Google Search, you know that schema information in Google results greatly boosts the CTR. You can use this same strategy when designing your Google Ads. The authors explain how you can use this additional information in your ad display to attract more clicks in Supercharge Your Clickthrough Rates with Ad Extensions.
The authors cover these hidden advertising techniques and many more advanced features and strategies to make you a Google AdWords guru. If all these features and strategies seem to overwhelming or you would rather have someone else do it for you, the authors help you with that too. The How to Hire the Right Google AdWords Agency chapter guides you in the questions that you should ask while selecting a Google AdWords agency and the precautions that you should take.
The Ultimate Guide to Google AdWords will make you a master at using Google AdWords to reach your target audience and will give you enough tips and advice to improve your overall advertising campaigns. If you are new to online advertising and marketing, the information in the book is comprehensive enough to orient you to how most of the online marketing works and you can use this information more or less to every other advertising network online.