Book Review: Winning Results with Google AdWords
New on my bookshelf is search engine marketing guru Andrew Goodman's Winning Results with Google AdWords from McGraw-Hill Osborne.
Several years in the writing, publication of this book has been considerably delayed. (Of course, as I know only too well, writing about any Google program is trying to hit a quickly moving target!)
Author Goodman runs Page Zero Media, a Toronto outfit that specializes in AdWords and pay-per-click (PPC) consulting engagements. True to the "write about what you know" adage, this book focuses pretty narrowly on search advertising with Google AdWords.
The viewpoint is that of a professional advertising campaign manager who urges clients (and readers) that "you must advertise consistently and confidently."
The book explains the size of the paid search market, the mechanics of working with AdWords, keyword selection strategies, and conversion tracking. There is good material on writing winning ads, increasing conversion rates, and the future of online targeting.
There are costs and benefits to this book's relatively narrow focus, but I found it a compelling read. If you are managing, planning, or thinking about an AdWords campaign it should be in your library.
Posted by Harold Davis at September 27, 2005 11:11 AM
