Average Reviews:
(More customer reviews)At the beginning of Chapter 28 (17 Things Yo' Momma Never Told You About Google), the authors talk about the concept of 10,000 hours of work necessary to master any subject/field. Perry makes the observation that it would be very difficult to spend 10,000 hours studying Google Adwords - there is simply not that much you can study about Google Adwords. But there is a ton of things that you can study that comes before and after the click.
In my opinion, this book does an excellent job of talking about the things that come before and after the click.
The book covers all the information you need to know to run a successful Google Adwords campaign. But there are lots of other things you need to know to run a successful business - the things that come before and after the click. Chapter 12 goes into great detail about developing your USP (unique selling proposition). The first sentence of chapter 12 is. "This could be the most important chapter in the book." You must be able to answer the question, "Why should anyone do business with you? Why should anyone buy your product? What is your unique guarantee?" Unfortunately most people run "me too businesses". Follow the advice in chapter 12, develop your own unique business.
The book also gives a good introduction to copywriting, including some good advice from one of the best in the business - John Carlton. Anyone trying to sell in print (either online or offline) must learn the concepts and principles as put forth in the chapter on copywriting.
While the authors state that chapter 12 might be the most important chapter in the book, I believe that chapter 23 is of equal value. Here the authors talk about "grinding down the competition." The concept is that success is not a flash in the pan, brilliant idea. Success is more often the result of dogged determination, plodding incremental improvements and simply sticking with the basics long after others have given up.
The authors constantly remind the reader that split testing is the keys to riches. You can never know/guess what the market wants or is willing to spend money on. You must be willing to listen to the market. Don't try to impose your ideas/will on the market.
It is very easy for business owners to think that they know what will work, what people want and which ads "look" good. But as the authors point out time and time again, you cannot guess with any degree of accuracy about what will work . You must test, test and test some more. I think the most difficult thing for the reader to accept is that to be successful you must give up your pre-conceived notions of what you think/know will work be open to learning from the markets.
There are plenty of words of wisdom from Claude Hopkins (author of the classic - Scientific Advertising - written in 1923) scattered throughout the book. They are in the form of tidbits "Uncle Claude Sez".
There are some exceptionally good supplemental bonuses that you can download from a link provided in the book. For new Google users you can get a $25 credit to start your account.
There are plenty of references throughout the book to additional sources. I would highly recommend that anyone interested in marketing on the Internet sign up for Perry Marshall's free information. Yes he will make offers to sell you additional programs but you are free to decide if they make sense for you. You will get a great marketing education from the very valuable free information he gives away.
I highly recommend this book. It contains a wealth of information about how to run a successful business. It does not/will not give you quick/easy way to guaranteed profits. Ultimately, the authors tell it straight. It takes doing an awful lot of work, seeking continuous incremental improvements to get ahead in today's highly competitive world. If you are looking for a great guide that is truthful, then this is a great resource.
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Double Your Web Traffic—Overnight!
Google gets searched more than 250 million times every day—creating an unbelievable opportunity to get your business in front of thousands every minute…IF you know what you're doing.
Google AdWords experts Perry Marshall and Bryan Todd uncover the fundamentals, techniques, tools, and tricks that Google should teach you, but doesn't. Learn how to build an aggressive campaign from scratch, increase your search engine visibility, consistently capture clicks, double your website traffic, and increase your sales! No other guide is as comprehensive or current in its coverage of today's fastest, most powerful advertising medium.
Learn how to:
Build a powerful, streamlined campaign from scratch
Develop high quality keyword lists
Write killer advertising and website copy that gets clicks
Get your ads in front of the best audience possible
Keep your ads showing up with high quality scores
Triple your traffic with site-targeted AdSense and Google image ads
Earn high rankings in Google's organic search results
Slash your bid prices
Gain more conversions and sales
Avoid costly mistakes made by all Google advertisers
Determine what's working with Google's conversion tracking
And more!
Plus get FREE e-mail updates on Google's ever-changing system!
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