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Hi,
My name is William Roswell. In Perry's words, The Definitive
Guide to Google Adwords teaches you 'How to Beat the Learning
Curve and Generate Instant Web Traffic with the World's
Fastest Direct Marketing Machine'.
In my own opinion, it is an extremely comprehensive guide
to Google Adwords (weighing in at over 200 pages) which
takes you from getting started with Adwords right through
to mastering the Adwords system. The ebook is split into
the seven broad chapters; 'Getting Started', 'Managing
the Basics' and 'Making your Traffic Pay', 'Tools, Tips
and Tricks', 'Your Questions Answered', 'Improving your
World' and 'Further Help and Services.' But how well does
Perry explain the complex Adwords system?
Perry
Marshall begins with 'Getting Started' which is broken down into
the following subsections:
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Google Adwords & The Art of War: Thill, Addiction,
Obsession Fun!!
-
Why Google Adwords is So Important and Why You're Lost
Without It!!
-
Building a Campaign from Scratch: A Step-by-Step Example!!
-
Anatomy of a Real Life PPC Campaign!!
-
Your "Getting Started" Ad Content Checklist!!
-
How to Advertise in Local Markets!!
In
this pretty self explanatory first chapter Perry explains
how to get your first Adwords campaign up and running.
By far my the most useful section of this chapter to me
was 'Building a Campaign from Scratch: A Step-by-Step
Example'.
For
the campaigns I have started this has been my blueprint.
Screenshots are included every step of the way and I found
it really easy to perform all the necessary research (something
I didn't have a clue about beforehand) and then create
my first Adwords adverts.
When I want to create a campaign I just get this section
on screen and then follow it - it really is as simple
as that. I also found the 'Getting Started Ad Content
Checklist' very useful as a summary to the chapter. My
main criticism of this chapter is that Perry recommends
certain tools & services that cost a fair amount of
money - some of which are pretty much essential to running
your Adwords campaign.
Having purchased this ebook I wasn't expecting any additional
expenditure apart from my Adwords fees so I was a little
disappointed with this. However, in general this chapter
does a great job and is responsible for improving my understanding
of Adwords and getting my first adverts online.
The
next chapter is entitled 'Managing the Basics' and covers:
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Campaigns, Adgroups & Keywords: How to Break Them
All Down!!
-
Keyword Status: How Google Rewards You For Relevance!!
-
Andrew Goldman's "Goldilocks Theory of Good Ad Copy"!!
-
Expanded Phrase Matching & The Power of Negative Keywords!!
-
Turning Solid Traffic from Ultra Generic Keywords!!
-
Google Adwords Cheat Sheet!!
This
chapter follows on nicely from 'Getting Started' and explains
how you can improve the efficiency of your Adwords campaigns.
Whereas the main aim of the first chapter is simply to
get your Adwords campaign running, 'Managing the Basics'
shows you how to organise your adverts, keywords etc,
so that they are more relevant.
How
Google rewards you for relevancy is explained in greater
detail by Perry, but in simple terms more relevant adverts
get better Click Through Rates (CTRs), lower keyword costs
and better positions, so it's definitely in your interests
to have relevant adverts. Overall, I found this to be
another great chapter.
Perry
includes lots of sample adgroups as examples to help you
learn, and shows you how to improve the relevancy for
all of them. I've applied these principles to my own Adwords
campaigns (which have been running for a month at the
time of writing) and I'm pretty happy with the conversion
rates. I know that there's still room for improvement
but I'm pleased with the results after one month.
The
third chapter is 'Making Your Traffic Pay' and discusses:
-
Converting Your Traffic to Sales: The Most Critical Success
Ingredient!!
-
Your Most Strategic Number!!
-
Perry Marshall's Web Traffic Conversion Cheat Sheet!!
-
The Importance of Tracking Conversions and Sales!!
-
Hands On Conversion Tracking: A Real Life Example!!
-
Moving Products Like Hotcakes, But Barely Breaking Even!!
-
Using Google's Conversion Tracker!!
-
What are Turn-the-Corner Keywords, and Why are They Critical!!
-
Value per Visitor and Affiliates!!
-
Google's Stricter Affiliate Policy: Why It's Good News
for You!!
-
The Absolute Paramount Importance of Split Testing!!
With
this chapter Perry makes a very good point about Adwords
- Your traffic is useless unless you can convert it into
customers. The most useful part of this chapter for me
was the advice on turning content traffic (Google Adsense)
on or off for your Adwords campaign as it's not really
something I had considered before. Plus there's a great
tip in there which will help you avoid a bidding war and
save quite a lot of money, whilst sacrificing only a little
traffic.
However,
my overall impression of this chapter is that it wasn't
as good as the previous two. Although it is well written,
contains plenty of examples and is easy to follow I found
that I didn't learn as much from this chapter.
The
first two chapters taught me how to set up and manage
an Adwords campaign - something I could not do before
reading this ebook. With this chapter I already had a
general idea of how to write adverts and landing pages
that would convert (maybe due to my experience as a seller
on eBay), and this chapter affirmed my ideas rather than
teaching me any new skills.
Perry
then goes on to discuss 'Tools, Tips & Tricks'. This
section covers the following topics:
-
Google Image Ads: Taking Advantage of Another Great Medium!!
-
Site-Targeted Adsense!!
-
Tweaking your Account with Google's Bells and Whistles!!
-
Cool Tips & Tricks for Generating New Keywords!!
-
The Power of Capitalisation!!
-
How to Test Your Product Idea Before You Develop Your
Product!!
-
Special Report: Do Less, Earn More & Live Better!!
This
part of the ebook contains a lot of additional information
about advertising using Adsense adverts on other people's
websites, rather than through the Google search via Adwords.
Like with the other sections of the ebook, Perry explains
the material well and includes plenty of examples.
However,
I've not experimented with Adsense as an advertising medium
yet, so I can't comment on how effective it is. Perry
also uses this chapter to discuss the other tools Google
offers Adwords users and offers a few more tips. Again,
although this is a good chapter it just wasn't as useful
to me as the first two.
After
this Perry goes on to answer readers questions in the
chapter 'Your Questions Answered':
-
What to Do When Keywords Cost $5-$10 per Click!!
-
When You're Up Against Stiff Competition: A Tidy Summary!!
-
FAQ: Frequently Asked Questions!!
This
chapter does exactly what it says on the tin - answers
customer questions related to Adwords. Obviously, the
value of this chapter is unique to the individual and
the problems they are having. In his answers Perry conveys
a lot of good information, but most of it can be found
in other sections of the ebook.
The
sixth chapter is 'Improving Your World' which includes
the following subsections:
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An Unusual Application of Pay Per Click!!
-
Shade for the Children: Feeding & Clothing Orphans!!
The
above are two articles by Perry which make up this chapter.
Unlike the rest of this ebook these articles are not really
instructional but still a good read nonetheless.
In
the final chapter Perry goes onto explains sources of
'Further Help & Services' which includes:
-
How to Get More Help with Your Campaigns!!
-
More Tools & Resources from Perrry Marshall!!
-
Epilogue: Restroom Confessions of a Millionaire Marketer!!
The
beginning of this chapter contains a list of links for
extra services from Perry. Then the epilogue teaches you
how to build a list of customers and get backend sales.
This was useful information and is a very valid strategy,
but it was nothing new to me.
In
conclusion, I would definitely recommend Perry Marshal's
The Definitive Guide to Google Adwords to anyone who wants
to get a foothold in this market. I'm being completely
honest when I say I didn't have a clue about how to use
Adwords properly before reading this guide.
At
the time of writing I've run multiple campaigns - some
successful, some not - and achieved average click through
rates of 1.5% and conversion rates of 20%. There's room
for improvement for sure but I now know what I'm doing.
I can use the Adwords program to generate traffic and
I can convert this traffic into newsletter subscribers.
It is a big increase in spending compared with what I
am used to, but that's the price you pay for instant traffic.
My
intention when reading this ebook was to learn how to
use Google Adwords to generate valuable website traffic
and this ebook gets full marks because that is exactly
what it has taught me.
As
I mentioned earlier in the review I'm getting an average
click through rate of 1.5% and converting this traffic
at around 20% Not only have I gained new subscribers but
I've also learnt how to use Adwords - a useful skill that
I did not have before reading this ebook.
In
conclusion several aspects make Definitive Guide To Google
Adwords worth it: detailed instructions for
newbies as well experienced users; most comprehensive
information on keyword and campaign management ever;
proven to increase ROI by over 50-100%.
Buyers
have the added advantage of taking Definitive
Guide to Google Adwords for a Free test-drive. All purchases are backed by 8 weeks
no questions asked moneyback guarantee.
FREE COURSE: Perry Marshall is offering a 5-day free course on adwords that gives you a inside look at what the Definitive Guide To Google Adwords has to offer. Use the link below to get this Free Course.
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