Andrew Goodman is the leading authority on Google AdWords. I have impatiently awaited the arrival of his book, "Winning Results with Google AdWords," for months. Whether you’re new to search engine advertising or a seasoned expert, his book is filled with top-notch, valuable information about successful AdWords campaigns.
As Chris Sherman stated in his review of Goodman’s book, creating and maintaining a successful search engine advertising campaign isn’t a simple process. Sure, it’s simple to set up a Google account and have ads displayed. However, the entire search engine advertising process requires diligence, attention to detail, and solid strategic skills.
Components of a Search Engine Advertising Campaign
When I deal with clients who begin their SEM (define) with advertising, they often only think about keyword phrase, ad, and bid price. Search engine advertising has more components:
How the Book Is Organized
The book is organized into four parts. Part one provides a comprehensive history of paid search engine advertising, interesting reading for SEM and SEO (define) experts.
Part two is written primarily for advertisers new to Google AdWords. Goodman explains basic terminology and takes readers through account basics, such as campaigns and groups. Even seasoned search engine advertisers can benefit from this section. All too often, self-proclaimed experts don’t have a full grasp of basic skills.
Part three builds on the strong foundation presented in part two. Goodman presents more refined search engine advertising strategies, such as matching options, rescuing low CTR (define) keyword phrases, and different approaches to bidding and positioning. Newbies will appreciate how Goodman helps them present search engine advertising benefits to the boss, including businesses with affiliate programs.
Part four addresses the entire conversion process. Beginner and expert advertisers alike will constantly refer to this comprehensive guide to creating and maintaining effective landing pages.
Just like Chris Sherman’s Google book, "Winning Results" isn’t only written for people who embark on AdWords advertising. Many strategies and tips are useful for PPC campaigns on other search engine advertising programs.
As I stated in a previous column, I know I own an outstanding book when I can never find it. Heck, I didn’t know for weeks Goodman’s book had arrived. Someone swiped it before I had a chance to read it. I had to purchase multiple copies: one for my library and the rest for the staff.
Goodman’s book is easy to read and to follow. It takes you through the entire search engine advertising process, from setup through refinement. It also offers a plethora of strategies and tips that can help you with your current campaigns.
Add "Winning Results" to your SEM library. You won’t regret it.
Meet Shari at Search Engine Strategies in Chicago, December 5-8, 2005.
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Shari Thurow is the founder and SEO director at Omni Marketing Interactive, a full-service search engine marketing, Web, and graphic design firm. Acknowledged as a leading expert on search engine friendly Web sites worldwide, she is the author of the top-selling marketing book, "Search Engine Visibility," published through Peachpit Press. Shari's areas of expertise include site design, search engine optimization, and usability.