The book “Google AdWords for Dummies” written by Howie Jacobson, Joel McDonald and Kristie McDonald published in the year 2011 by John Wiley & Sons is one of the unique books that maximizes the AdWord campaign when compared to other books of the same genre. The authors describe how one can make money the right way by using the AdWords. The book not only allows fine geographic targeting, but also allows the advertisers to edit, pause or delete the ads in real time whenever required. The authors included tips and techniques that enable to improve the advertising return on investment in a faster way when compared to any other medium of advertisement. The book helps to understand the AdWords as a secret weapon for businesses which test direct response media and leverage the insights in the mass-media where testing is difficult.
Setting up a conversion tracking helps to measure what is important to the business. The major elements of AdWords campaign are keywords, ads and website landing pages. It is important to turn the three elements into an effective structure in order to build and maintain the AdWord campaign. The book explains various ways of structuring the campaigns and adgroups, managing the keyword bids and targeting the right traffic. The authors were keen to state the landing page guidelines and best practices. The book shows the way to the users to achieve success in an inexpensive, quick and predictable way. It also gives an account of how to leverage successes into bigger and better media and markets. The book provides ways to test multiple approaches in order to pay attention to the results and achieve a consistent incremental improvement in profitability.
The top-ten lists mentioned by the authors present the most common mistakes and several case studies to bring the principles of book to life by providing effective solutions to several problems. The occasional humor of the authors is appreciable. “Google AdWords for Dummies” contains all the basic information that the users need to build a successful and large campaign. It makes the users understand that AdWords are not merely to get sales, but to understand the behavior of the customers. The book explains the differences between traditional marketing and online marketing. Whether it is a small organization or a large organization or an individual, the book gives an account of the ways and means to connect with the customers . However, nowhere in the book does the authors discuss about what is free and what is worth paying for.
References
Jacobson, Howie, Joel McDonald and Kristie McDonald. Google AdWords For Dummies. John Wiley & Sons, 2011.
