Ultimate Guide to Google AdWord

429 Pages·2017·2.94 MB·English

by  Perry Marshall

What Others Say About the Impact of the Last Edition
of This Book
“I’ve used the Ultimate Guide to Google AdWords since the first edition.
Transforming a client’s unprofitable AdWords account into a cash cow—
churning out $30 to $35k profits every month. Just scratching the surface of
the book’s contents.
“This is the best book on AdWords, period. Plus, it’s a dang good book on
internet marketing. Not only can you use it to tap Google’s huge traffic
stream, you’ll also convert the thundering hordes of traffic into buyers and
profits in your pocket. Do what I do—don’t just buy and use it yourself, buy
copies for your friends!”
—ROY FURR, EDITOR, BREAKTHROUGH MARKETING SECRETS, DIRECT
MARKETING CONSULTANT
“I’m often asked by peers in my niche how I manage to rank so well in
search engines and not go broke using Google AdWords. There are a couple
of reasons—I’ve been subscribing to Perry Marshall’s newsletters since
2003; I’ve read every one of his books; I listen in on all the conference calls
he organizes; and finally, I IMPLEMENT his strategies and tactics.”
“The Ultimate Guide to Google AdWords lists for $24.95. Only a fool would
continue to run Google AdWords campaigns and NOT invest in, study, and
implement the ideas in it. And no, you’ll not find an affiliate link to Amazon
here. Just get the book!”
—JER AYLES-AYLER, ADWORDS USER, TRIHOUSE ENTERPRISES, INC.
“I bought this book to learn how to get better results from AdWords for my
clients. The advice given is easy to follow, and following up on the results of
your campaign is exciting. I’ve already seen a huge increase in clickthrough
rates for the different customers and campaigns I run. I get far better results
for less money.
“I would recommend reading Ultimate Guide to Google AdWords to anyone
interested in starting AdWords marketing, or tuning their current campaigns
for better results. On the other hand, I’d like to keep what’s in here a secret.”
—HENRIK HEDBERG, ADWORDS USER
“Naming this the Ultimate Guide is not a fluke. I have been tweaking the hell
out of the ads I’m using to lead searchers into my funnel. Over the past few
weeks, I’ve managed to get one of my ads up to just over 7% CTR from a
previous 1 to 2%!”
—BILL PERRY, ADWORDS USER
“I thought I knew it all. I set up an AdWords account and a couple of days
later I came back to check if I was rich yet. Unfortunately, the only thing that
happened was Google enjoyed free access to my bank account. Luckily the
traffic was not that high so it was just a couple hundred dollars. And I made
no money.
“Frustrated, I went online and did some research. Every forum, article, and
blog seemed to be talking about Perry Marshall, so I decided to get Ultimate
Guide to Google AdWords. 30 minutes into reading my mind was blown
away.
“Next, my Quality Score went up from an average of two and three to a six
and nine for various keywords. At the same time, my cost-per-click went
down from over $4 to about $0.50.
“The rest is history. Seriously, if you don’t know the stuff in this book don’t
even think of AdWords. This is THE guide.”
—JEAN PAUL ESSIAM, ADWORDS USER

Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
© 2017 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the
1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for
permission or further information should be addressed to the Business Products Division, Entrepreneur
Media Inc.
This publication is designed to provide accurate and authoritative information in regard to the subject
matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal,
accounting or other professional services. If legal advice or other expert assistance is required, the
services of a competent professional person should be sought.
ebook ISBN: 978-1-61308-371-0
Contents
PREFACE
Wait! Before You Read This Book . . .
If You’re a Rank Beginner
If You’re a Veteran Pay-Per-Click Marketer
Advanced Material for Go-Getter Google Advertisers
CHAPTER 1
Chisel Your Way In: Frank Talk about the Google
AdWords of Today
The Three Niche Domination Strategies of Google Adwords
CHAPTER 2
How to Force Prospects to Choose Your Site: Make
Them Buy from You, Not Your Competition
Here’s How to Make Sure They Find You and Buy from You—Not
Someone Else
CHAPTER 3
Keywords: AdWords Success Starts Here
How to Find the Most Profitable Keywords
How to Get the Most from Google’s Keyword Planner
Step Up Your Game Using Keyword Matching Options
Your Quick Action Summary
CHAPTER 4
How to Write Google Ads: Attract Eyeballs, Get
Clicks, and Earn Money
Great Headlines: Riveting to Your Customer, Dead Boring to Anyone
Else
Your Ad Text: Where Your Inner Salesman Comes Alive
The “Goldilocks Theory”: Why the Best AdWords Ads Are Never
Over the Top
Focusing Your Ads to Save $$$ on Clicks
If the Guys at the Bar Will Buy It, You’ve Got a Winning Ad
CHAPTER 5
Chisel Your Way in with Bionic Google Ads
Six Different Versions of One Ad
CHAPTER 6
Ads That Pass the Test: Editorial Guidelines and
Split Testing
Follow the Editorial Guidelines and Keep Google Happy
Disapproved Ads
See in Advance How Your Ads Will Look on the Preview Page
Systematically Grow Your CTR with Split Testing
CHAPTER 7
Campaign Settings
The Perfect Settings for a New Campaign
More Settings to Save You Money and Increase Clicks
Your Quick Action Summary
CHAPTER 8
The Winning Method the World’s Smartest
Marketers Stole from the Wright Brothers
How the Wright Brothers’ Savvy Testing Method Made Them “First
in Flight”
People Who Test, Fly. People Who Rely on Brute Force, Die.
Marketing Misery: Not Necessary
CHAPTER 9
Vanquish the Thickest Competition with a Killer USP
Six Essential Elements of a Power USP
CHAPTER 10
Conversion Tracking: How to Know Where Every
Penny You Spend Is Going
The Four Types of Conversions You’ll Want To Track
How to Set Up Conversion Tracking the Right Way
Take Advantage of Analytics
Your Quick Action Summary
CHAPTER 11
Landing Pages: Making Powerful First Impressions
That Convert
What Is a Landing Page?
Maintain the “Scent”
The Two People You Need to Keep Happy
The Essential Landing Page Checklist
Give Your Web Developer the Day Off: Create Your Own Landing
Page
Your Quick Action Summary
CHAPTER 12
Bidding Strategies: Tools to Keep Your Spending
Smart
Start with Manual Bids
Where Do You Set Bids?
Bid Strategies
What Is Smart Bidding?
Upping Your Game with Bid Adjustments
Risky! Beware of Bid Stacking
Your Quick Action Summary
CHAPTER 13
Supercharge Your Clickthrough Rates with Ad
Extensions
Ad Extension #1: Sitelinks
Ad Extension #2: Callout Extensions
Ad Extension #3: Structured Snippets
Ad Extension #4: Call Extensions
Ad Extension #5: Location
Ad Extension #6: Price
Ad Extension #7: Message
Other Extensions
Automatic Extensions
Your Quick Action Summary
CHAPTER 14
How to Get Your Ads on Millions of Websites with
Google’s Display Network
Display vs. Search
Is Google’s Display Network Worth the Effort?
Hit the Bull’s-Eye by Carefully Choosing Your Target
Ad Options
The Display Grid
Display Planner and All the Clever Ways You Can Bid
Selecting GDN Offers
Your Quick Action Summary
CHAPTER 15
Remarketing: The Single Most Profitable Online
Advertising Strategy