The Conclusive Manual to Adwords (over 200 pages) by Perry Marshall (PM) offers an approach to getting started on a lucrative foot with Google pay-per-click (PPC), known as Google Adwords. To quote Perry himself, the actual guide demonstrates to you ‘how to Defeat the learning curve and produce immediate web traffic with the planet’s quickest direct marketing machine’ Now if you know me you know I will not recommend something that I haven’t tried myself. I started a Adwords campaign and let it run and then I bought Perry’s book, I learnt a lot, but before I had time to implement it – Google banned my Adwords account due to poor quality pages. The upside of this is that I read the book two more times and made my own notes of the back of it, I was lucky that my wife also had a Adwords account so we put PM guide to work and had excellent results.
The guide is actually broken up into many clear-cut sections. The first chapter describes step-by-step exactly how to set up your first adwords campaign. Screenshots are included for each phase so you can follow along and do precisely what is advised. There is also a “Getting Started Ad Content Checklist” which summarized the chapter and can be useful. Additional resources and services are also suggested in this chapter to assist you optimize your marketing campaign.
The next “Managing the Basics” chapter goes in to fine detail about exactly how to enhance the effectiveness of your Adwords campaigns. Once you get up and operating, you will want to make sure you are getting the most for your cash which is where so many first time users go completely wrong. This particular section shows you exactly how to organise your ads, keywords etc, so that they will pull in more qualified leads/customers/buyers or whatever it is that you want. Google actually rewards you for creating relevant ads and they penalize you for creating ads that, according to them, are not relevant. In a nutshell, more related advertisements get better Click Through Rates (CTRs), cost less and come up higher in the search results. There are numerous good examples that can help you out in this chapter as well.
The next Definitive Guide to Adwords chapter is called “Making Your Traffic Pay”. It goes over conversion methods, tracking, split testing and other important issues. As you probably already are aware, traffic doesn’t do you any good unless you can convert it into customers. Here PM also discusses the big difference between the search traffic and the content traffic and when and if you should use both. As in the first chapters, there are also many good examples to assist guide you through.
“Tools, Tips & Tricks” discusses Google image ads, Google Adsense, and other lesser-known features of Google as well as other helpful tips to do with marketing your products and/or services.
In the “Your Questions Answered” chapter, regularly requested questions are tackled. Additionally, tips tend to be given about how to deal with cut-throat (expensive) keywords.
“Improving Your World” is a more educational, rather than training, chapter. And the last chapter goes on to identify more resources and services that are offered by the author. And the epilogue teaches you how and why to build a list of customers and make “backend sales” which is very important as well.
The Definitive Guide to Adwords is especially praised for its particular, step-by-step instructions and examples. It is also considered extremely easy to stick to as it blends up instruction with stories and examples to break up the content. In my opinion this is the best Adwords product on the market and hey I am not into affiliate marketing yet so there no link at this time, but if I do continue to add content to this blog in relation to Internet marketing, then I would differently want to put Perry Marshals products on here – until next time take care……….Seb
