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Advanced Google AdWords [Paperback]

Brad Geddes
5.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

April 5 2010

Master Google AdWords and get more out of your campaigns

What's the secret to making every pay-per-click of your Google AdWords really pay? This must-have guide-written by a Google Advanced AdWords seminar instructor-shows you exactly how to apply advanced techniques and tactics for better results. Discover the best tools for keyword research, tips on crafting winning ad copy, advanced PPC optimization tricks, winning bidding strategies, and much more. If you manage AdWords PPC accounts, you won't want to miss this expert, detailed instruction.

  • Covers the essential and advanced capabilities of Google AdWords
  • Explores keyword research, PPC optimization strategies, the intricacies of Content Nation, how to interpret results and reports, and much more
  • Provides busy marketers, consultants, PR professionals, Web developers, and others with an invaluable, step-by-step guide of advanced concepts
  • Goes well beyond the basics and offers tips and tactics that you can immediately apply to your own campaigns
  • Reinforces concepts through fascinating, real-world case studies
  • Includes a $25 Google Adwords Gift Card for new customers

If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!

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Product Description

From the Back Cover

Optimize Your AdWords Account with Advanced Techniques, Tips, and Insights

Do you want to increase your AdWords ROI and drive more traffic to your site? In this comprehensive guide to AdWords, you will learn expert strategies to create, manage, and tweak AdWords campaigns that improve your bottom line.

  • Discover how to choose and organize keywords based upon user intent and the buying funnel
  • Learn to control exactly when, where, and how your ads are displayed
  • Write ads that connect with searchers to not only increase traffic, but also increase sales
  • Learn the secrets that make the content network perform for your goals
  • Create landing pages that increase conversion rates
  • Get insight into how quality score is calculated and techniques for improving your quality score
  • Delve into different bidding techniques so every keyword becomes profitable
  • Master testing ad copy and landing pages to determine your profits for every impression
  • Develop a schedule-friendly action plan to continuously optimize and expand your AdWords account
  • Get a Google AdWords gift card worth $25, plus save $50 on an Advanced AdWords for Success Seminar and save up to $100 on Certified Knowledge Training

Never before has an advertising program existed that has a level playing field for small businesses and international enterprises. Regardless of your AdWords spend or company size, the strategies covered inside this book will help your advertising become more profitable.

Praise for Advanced Google AdWords

Paid search expert Brad Geddes takes it to the next level, showing you not only how to get the most from your search advertising campaigns, but more importantly why you should use specific features and techniques, who you should be targeting with your creative, and when to use the scores of advanced tactics he describes for maximum impact and profitability.—Chris Sherman, Executive Editor, Search Engine Land

Do you want to know how to win at paid search? Do you want to become an advanced AdWords user and make your organization successful at using PPC? Then read this book. Brad has compiled into one resource what it would take you a decade to learn yourself.—Joshua Dreller, Vice President, Media Technology and Analytics, Fuor Digital

The real goal is to connect your business to the right searchers, engage them, and turn them into paying customers. That's what this book will help you do.—Vanessa Fox, author, Marketing In The Age Of Google

About the Author

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog ( and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.

Inside This Book (Learn More)
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Customer Reviews

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Most helpful customer reviews
5.0 out of 5 stars I hope my competitors don't find this book. Sept. 11 2011
I know that by reviewing this book I could help my competitors find it, but the author deserves the review.

The amount that I gained from this book was staggering. The author is a wealth of knowledge and clearly lays out how to solve common problems, and identify areas you can work on. I thought that I had a pretty good grasp of adwords ahead of time, but now feel that I basically knew nothing. Really worth the read. This book can save you some serious money.
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Most Helpful Customer Reviews on (beta) 4.3 out of 5 stars  29 reviews
20 of 20 people found the following review helpful
5.0 out of 5 stars Clear, step-by-step guide - a must have for beginners to advanced AdWords users May 21 2010
By adanacAndy - Published on
I've spent well over half a million dollars of my own money on AdWords and know a thing or two about what works and what doesn't. Trust me, this book has everything you need to know about using AdWords. I like the way the book is organized, with each aspect of AdWords explained in clear understandable language. A lot of guides and instructional books I've read use language that is too complex, or instructions that just don't make sense in the 'real world'. Brad Geddes is well known in the pay per click (PPC) world as THE guy who knows what he's talking about. I've followed Brad's advice via blogs and when he's spoken at various internet marketing seminars for the past three years, and wished I'd known about him sooner. If you're just starting out as an AdWords advertiser, or you're already a seasoned veteran, this book should definitely be part of your marketing plan. Andy :-)
19 of 20 people found the following review helpful
5.0 out of 5 stars I would recommend this book to Google AdWords Professionals June 23 2010
By C. Dzialo - Published on
Format:Paperback|Verified Purchase
I am a Google AdWords Professional and Google Analytics Certified. I would recommend this book to anyone that wants to learn more advanced features AdWords, capabilities, and techniques for application in Search Marketing.

Some may think it is long at 522 pages, but they are filled with important complete knowledge. I like to read, so this was not a problem.

I would suggest people who have some experience and already have intermediate knowledge of the theory of search marketing and some experience in creating and driving sales and measurable performance with PPC.

For other professionals who want to expand their capabilities and go the extra mile, I would suggest getting some books on writing effective ad copy, landing page optimization, and Google Analytics.
15 of 16 people found the following review helpful
5.0 out of 5 stars The most comprehensive Adwords guide yet! April 9 2010
By Melissa Mackey - Published on
Brad's book covers every detail of Google Adwords, from keyword research to ad creation to landing page optimization and customer acquisition. Every chapter includes a checklist of best practices for quick reference, as well as detailed explanations of each facet of Adwords. Brad's easy-to-understand writing style and descriptive illustrations add to the usefulness of this book.

Whether your Adwords budget is $1 per day or $10,000 per day, you owe it to yourself to get this book. Keep a copy at hand for reference - you'll use it regularly.
7 of 7 people found the following review helpful
4.0 out of 5 stars Great for the Beginner June 7 2010
By Amazon Guy - Published on
Format:Paperback|Verified Purchase
I'm brand new to Adwords and this book really does a good job of explaining how it all works. The text got kind of dry at first (probably because I didn't know what he was talking about) so I decided to jump right into actually using Adwords before I read any more about it. That was the way to go. After I started using Adwords I went to the book to answer all those questions I had, and it does a good job of explaining how it works. Would recommend this book.
4 of 4 people found the following review helpful
5.0 out of 5 stars Good for Adwords and SEO...and Internet Business owners in general. June 7 2010
By David Pavlicko - Published on
Very good resource for anyone getting into adwords. Required reading for anyone who manages large or multiple campaigns.

I've always considered myself to be pretty good at managing ppc accounts, but I discovered I was making some mistakes with a few of my negative keyword match types. I made the changes, and within one week saw an increase of around 10% in impressions (and significantly more clicks) for a targeted keyword. It's little nuggets like this, scattered throughout the book, that keep it on my desk.

Some other things this book has clarified for me:

- recommended bid structure for multiple match type keywords within the same ad group.
- best practices for geo-targeted campaigns, and how not to shoot yourself in the foot.
- solid advice on improving quality score and the different factors related to position quality score.
- great tips for doing in-depth keyword research and best practices for setting up keyword lists. (extremely helpful if you do organic SEO as well.)

I could go on, but I think you get the idea. Just pick it up today, before your competitors learn these methods.
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