Introduction
The book is an important guide for online marketing written by a marketing strategist, Howie Jacobson. The author is specialist who has worked in internet marketing since the year 1999 and therefore an authority in the topic. His work goes along way into giving a simplified step by step approach of internet marketing .He subdivides the entire process into manageable subsections. It covers the process from preparation, structuring and handling ad groups and the entire campaign, creating and handling landing pages that will attract numerous visitors as well as means of maximizing results and gains. This work of a creative mind is presented in six sections, referred to as parts. Each section is concentrated about a single part such as becoming a Google advertiser.
Ad words present a powerful tool of advertisement through Google therefore advocating for a departure from traditional advertisement. According to the author any business operating in the 21st century and beyond must make deliberate efforts to depart from the traditional modes of advertisement. This book therefore offers a solution to advertisement by introducing a method that can meet millions of people in the world at ago. The contents of this book, according to the author are not theoretical but rather have been tested under rigorous market situations and proved beyond reasonable doubt.
Solutions Offered By the Book
The book is significantly important to businesses both big and small as it offers solutions to numerous challenges encountered during online marketing. The book not only unveils the power behind online marketing but also gives a practical approach through which it can be implemented. The book touches on significantly important sections analyzing facts and therefore giving practical answers.
Some of the solutions offered by the book are with regard to the following key aspects of online marketing. To begin with it briefly describes two major types of online marketing leaving numerous questions well answered. It also answers questions regarding understanding the mind of the market. In addition, it gives reasons why split testing pays off significantly. Ad words for Dummies gives hints on how to measure results and track conversions. There are also numerous tips on how to make ads more effective and lastly it gives the ten common mistakes that are often made therefore giving caution to avoid them.
Areas Covered In Sections
The work is presented in six major sections. The first section describes how one can become a Google advertiser. This first section differentiates Google advertisement from other forms of advertisements giving tips on what to avoid and what to adopt for success. The second part is about launching the ad word campaign. In this section describes the use and choice of keywords as an important tool of Google ad words. The section goes further to describe the use of online tools for research .The same section also offers tips on how to master and deploy ad words. The third section is about managing the campaign. This section describes the process of structuring and managing the ad words. It also offers a guideline on how to make and maintain efficient targets. The fourth section which is referred to as “converting clicks into clinches” meeting visitors and maintaining contacts with them. The section describes how emails can be used to keep in touch and build strong relationships with each visitor. Some of the tips provided in this section include using Plain text while avoiding HTML.
The fifth section is simply about testing the achievements .it describes how success can be achieved without necessarily using very expensive means. This section provides numerous methods of testing strategies. The section describes one of the best methods of testing results as split testing web pages and gives reasons why it pays off .It also offers 4 test principles that are vital for successful testing. The last section describes the ten common mistakes that are often done and which hinder success. The section also contains ten case studies of real business organizations giving the experiences.
Strengths of the Book
This book is unique in that it is subdivided into unique sections each centered about a single point. This makes it easy to read and use as one can find solutions about specific questions from the relevant section. The work also gives a step by step approach of the entire advertisement process .This step by step approach gives it a practical touch something vital for implementation as a guide. The work also comes with numerous examples of real life situations .Chapter 18 for example adopts this approach making it easier for the book to be used to inspire others. The author also uses mistakes commonly made by beginners as a tool to teach beginners. This approach not only makes it real but also raises caution among beginners.
Criticism of the Book
References
Howie. J. (2009). Google Ad Words for Dummies Indiana: Wiley Publishing Inc
