Millions compete for exposure on Google, Yahoo!, and Bing, but 99% of them fail to get results. As the founder of leading digital intelligence firm, AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal what’s going wrong and provide solutions to fix it.
Since the publication of the first edition, there have been a number of revolutionary changes in paid search. First, we are increasingly searching from our cell phones not just desktops. Mobile search now accounts for 15% of searches in the US (up from ~0% in 2009). Second, Google is no longer the only game in town. Bing now accounts for 30% of all US searches and is growing in importance worldwide. Finally, Search Extensions” have become a powerful new technique that search advertisers can use to gain an edge on the competition. With them, advertisers can collect phone numbers and email addresses with their ads, limit their ads to certain times of day, deliver coupons to nearby customers, and even provide handy call me” buttons that are displayed only on cell phones. In this new edition, Stokes details all this and more, providing information exclusive to this guide and of priceless value to its more advanced search audience.
With insider insight from Stokes and using proven strategies from today’s search advertising elite, paid search advertisers discover how to drive significantly more traffic to their site, dramatically increase click-through rates, steal impressions from competitors, boost their conversions, and increase their sales by unbelievable amounts.
Most Helpful Customer Reviews
I'm a full time pay-per-click advertiser and have been for the past 4 years. I read most of the books on the subject, but in essence they all say pretty much the same thing. Not Richard Stokes. You will find original ideas and approaches here which you won't find in any other book about paid search.
I read the first edition when it came out. This second edition is considerably updated and I especially appreciated his views on mobile and on enhanced campaigns. I don't know anywhere else that I'm going to get that kind of information. Having said that, I don't agree with everything he says, he misses a few things which suggest to me he isn't that hands on with AdWords any more, and why no mention of remarketing?
Nevertheless, the bottom line is that you're going to learn a lot from this book. Even if you're an experienced hand. If you are a beginner, I would suggest, to start with one of the other books, say the Perry Marshall one, and then move onto this...
This book is a solid primer for Adwords (why it doesn't say Adwords in the title of the book is an amazing oversight), as it offers basic advice on the core facets of running a campaign. It is well written, and gives some very good advice. It is NOT, however, very in depth and does not give the exact advice/details that you will need to really get into the meat of a full blown campaign. But that doesn't mean that this book is not a great read. It was extremely helpful.
My only real complaint is how the book constantly promotes the author's Adgooroo service. At times I felt that in stead of teaching me more about how to track and calculate for a campaign I was instead sold on how I should just pay for Adgooroo instead. Some parts of the book boarder on infomercial quality promotion for the product. And this I felt was over the line, and I hope the author is wise enough to tone this down and replace it with more in depth non-paid advice in future revisions of this book...
I've found this book extremely helpful in starting out with PPC advertising campaigns. It also helped invariably sort out the basics for advertising on Facebook too. Slowly but surely our website www.blitzsurf.co.nz is crawling up the search engines
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