“Google AdWords for Dummies” by Howie Jacobson is an exceptional book introducing Google adwords as well as explaining the whole process of the advertising podium. The Google adwords is an advertising mechanism that enables Google users to have their advertisements aired on the internet. This book by Jacobson gives the reader the steps to follow in setting up as well as managing and controlling the adwords.
Looking into the fundamental system the advertising platform, Jacobson insists on the need to have a step by step as well as one to one relationship between the keywords in the advertisement and the Ad Groups. Ads which fit into a keyword family are very well appreciated by the Google. Google is effective with ads repetition of the intended keyword. The keywords have a correlation that is very close with the 'landing page' as the keyword centric (Jacobson, 2011). Jacobson clarifies that the landing page is supposed to have repeated intended keyword as it is not only essential to Google but also the customers whom the advertisement is intended for. If a customer is searching for a particular ad, he is most likely to land on an ad that repeats the keywords of the page he is looking for.
After explaining the basics, Jacobson goes further to point out crucial information about testing. When ad has been created it is wise to test the Google search priority of the ad by creating as well as operating multiple ads that contain and share the same keywords. This will ensure that that ad 1 is preferred by Google than ad 2. According to Jacobson, “Letting Google do this automatically is inferior to manually comparing the course of two ads,” (2011). In the final topics of his book, Jacobson reviews the marketing strategy itself beyond creating an adwords on Google. He puts into consideration the importance of an email. He indicates that: “Let your website build an email list and you can actually lessen your dependence on Google. adWords and your website becomes ways to begin a conversation with your customers, and not ends in themselves,” (2011).
In conclusion, Jacobson gives the reader the steps to follow in setting up as well as managing and controlling the adwords. He looks into the basics of the advertising platform and then goes beyond the Set up and points out crucial information about testing. When ad has been created it is wise to test the Google search priority of the ad by creating as well as operating multiple ads that contain the same keywords. It is an outstanding book for anyone looking for adwords information.
Reference
Jacobson, H. (2011). Google AdWords for dummies. Hoboken, NJ: John Wiley & Sons Publishing.
