Definitive Guide To Google Adwords Review
In this review I’m talking about The Definitive Guide To Google Adwords, an ebook published by Perry Marshall & Bryan Todd in June 2007.
They completely rewrote the ebook since the 2005 edition, updated with the most relevant and recent information about how to beat the Google Adwords Quality Score slaps.
The ebook starts with a general Adwords overview, then goes into specific details about what you can do to improve the performance of your campaigns (including Quality Score), how to structure your campaigns, how to do market research, how to target your audience.
He then gives practical tips & advise about getting into the customers head. His take on this is not just tactics and strategy, but also taking a step back to try to understand the customer: to feel what he’s feeling and use the words that he’s using.
I’ve been on Perry’s email list for about 3 or 4 years and receive regular emails from him. I’m also a member of his Renaissance Club. If you aren’t on his list, I strongly suggest you sign up, because it’s free and he gives hard-hitting advice and updates.
To get a little off-topic.. In one of Perry’s teleconferences, there was an interesting thing he said, which I now have posted on my wall:
#1 “Message to Market Match”
Your message should match what the person is thinking. If you are selling red shoes to someone who is searching for high heals, it’s not going to work if it’s not exactly targeted.
#2: “Enter the Conversation Inside the Person’s Head”
#3: “Writing Persuasive Copy”
#4: “Move people from one step to the next, to the next..pouring them through the funnel like oil”
You can see, Perry does this brilliantly. He has his ebook, then upsells his consulting services, then he actually has people come to his home for a weekend to optimize their business..he also has seminars, and a host of other stuff he does. He really applies this funnel principle to his own business, and he teaches how others can do the same.
It starts with Adwords–grab the searchers attention, getting him to click your ad, then sign up for your email list and following up through autoresponder sequence, taking them step by step through the funnel and..
#5: “Making Everything Scream”
Perry does this very good. Perry is a professional copywriter by trade, and his ads get clicks. High click through rate ads are important to Quality Score, and he talks a lot about this in his ebook.
So back to the ebook review..
He titles the ebook “How To Beat the Learning Curve & Generate Instant Web Traffic With the World’s Fastest Direct Marketing Machine.”
Perry often compares Adwords to Direct Marketing, and he does that because he comes from a direct marketing background. One of the things that he teaches is split-testing. He shows you how to properly split test your ads to maximize your results from each test.
He shows you how to use the principle of Kaizen to constantly improve your campaigns, until you completely dominate a market.
Here’s exactly what you can expect to get out of the ebook:
Click Here for the Definitive Guide to Adwords Complete Table of Contents
Part One talks about Your Fast-Start. What Adwords is. How to get started, how to sign up. The basics. It’s not ebook fluff. A lot of people write this stuff, but he really puts a unique twist on it and makes certain points hit home, like “the magic of a well planned website.”
A lot of people think it’s all about Adwords, but that’s not really true. It’s about your Quality score, your landing page, your website, how much time that person is spending on your site before they hit the back button. Google is monitoring these things and keeping track of it and then penalizing the people who do a bad job at it.
So what Perry is doing is teaching you how to build a high quality Adwords campaign, as well as a high quality site that will be for the long-term– it’s not short sighted thinking.
Part Two talks about “Finding the Person Whose Need You Can Fill Best.”
This is basically message to market match. How you can be profitable out of the gate. How to structure your campaigns. How to set up your phrase and exact matching for best results.
This is a good one.. “Win Your Customer Over by Offering Him Something He Won’t Find Anywhere Else.” — This could be a free ebook, a pdf file, a teleseminar, registering for some Grand Thing that peaks his interest to get him to sign up for your autoresponder sequence.
“Every Keyword is a Customer - Find Out How Many Can Be Yours” - Perry talks a lot about thinking in terms of customers and people and not just clicks. Learning how to separate your audience and creating targeted ad text and ad groups for each type of person.
Section Three: “Find Out What Your Customer Believes He Needs Right Now.” He talks about how a customer is having a conversation inside his head, uncover it and you’ll have his complete attention.
Part Four: “Talk To Your Customer Exactly as He Talks to Himself and Others” - Get inside that person’s head and learn how to use the words that he’s using.
Part Five: “Make Your Clicks Worth More” - Perry goes into how to structure your campaign to get the highest ROI. How to target your message. How to make your click more valuable with conversion tracking. So he goes into the basics of conversion tracking, and then goes into more advanced methods of structuring your campaigns…
Part 7: “80/20 Principle”.. So the ideas here just go on and on.
What I just wrote above is just an overview, there’s a lot more topics I didn’t get a chance to cover.
The wealth of information in this 212 page ebook, including Perry’s analysis of his own campaigns.. You are also getting a massive list of Bonuses and tools, mp3 recordings, teleseminars..
Even if you are an advanced Adwords user, if you get just 3 things out of this ebook it will be worth it to you. Much more likely you’ll get a lot more to think about. For the intermediate and beginner, this is the one ebook of the year you must buy. You’ll learn a lot. This ebook certainly has helped me.
Perry’s Links:
Grab Perry’s Definitive Guide to Google Adwords Ebook.
Sign Up For Perry’s Free 5-Day Adwords Training Course.
Learn more about Perry’s Renaissance Club.
Perry’s Personal Adwords Coaching.
