Winning Results with Google AdWords
Published by McGraw-Hill/Osborne, 2005
Paperback, 360 pages
Google dominates the online search market and with over 200 million search every day, it's a primary source of traffic for websites and an essential part of an online search marketing strategy. Google AdWords is the pay-per-click advertising option offered by Google to enable companies to buy ranking positions to either supplement those from natural optimisation, or if rankings can't be achieved any other way. Google AdWords - which generate the sponsored results on Google and other search partners sites - are also the primary source of Google's rapid financial growth in recent years.
Andrew Goodman originally published his in-depth guide to making the most of Google AdWords through an online book, but this information has now been updated and published in print. Winning Results with Google AdWords shows how you can target your marketing message on Google effectively to lead potential customers to your website at the precise moment they are looking for the products or services you are selling.
Goodman outlines the strategies for writing successful adverts, selecting and grouping specific keywords, increasing conversion rates and maximising online sales. It describes ways of expanding your advert distribution, how to effectively track the results of your campaign and why testing ad effectiveness is crucial.
This is not a book to tackle if you want a simple introduction to pay-per-click advertising, but if you are planning to commit serious money to Google AdWords and intend to manage the campaign yourself, then this is the best source of information to learn how to do it well.