Perry Marshall - Ultimate Guide to Google Ads

What Others Say About the Impact of the Last Edition of This Book

Ive used the Ultimate Guide to Google AdWords since the first edition. Transforming a clients unprofitable AdWords account into a cash cowchurning out $30 to $35k profits every month. Just scratching the surface of the books contents.

This is the best book on AdWords, period. Plus, its a dang good book on internet marketing. Not only can you use it to tap Googles huge traffic stream, youll also convert the thundering hordes of traffic into buyers and profits in your pocket. Do what I dodont just buy and use it yourself; buy copies for your friends!

ROY FURR, EDITOR, BREAKTHROUGH MARKETING SECRETS, DIRECT MARKETING CONSULTANT

Im 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 reasonsIve been subscribing to Perry Marshalls newsletters since 2003; Ive 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, youll 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. Ive 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, Id like to keep whats 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 Im using to lead searchers into my funnel. Over the past few weeks, Ive 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 dont know the stuff in this book dont even think of AdWords. This is THE guide.

JEAN PAUL ESSIAM, ADWORDS USER

An exemplary Google AdWords manual that could easily prevent costly mistakes and help boost profits.

KIRKUS REVIEWS

[Editors Note] These testimonials are in reference to the previous version of this book, which was titled using the former name for what is now known as Google Ads: Google AdWords.

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Library of Congress Cataloging-in-Publication Data

An application to register this book for cataloging has been submitted to the Library of Congress.

ISBN 978-1-59918-673-3 (paperback) | ISBN 978-1-61308-430-4 (ebook)

Printed in the United States of America

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Contents

Preface

Wait! Before You Read This Book

I f youre brand-new to Google Ads and youre just getting started, you MUST read this short section first.

And if youve got years of Ads experience under your belt or you already own an earlier edition of this book, well give you shortcuts and page numbers for the advanced, new material in the book at the end of this preface.

The first thing you need to do is go get your online bonus material at www.perrymarshall.com/supplement. There, youll also find a collection of supplemental material that I consider vital to this book (because Google is constantly fussing with things), and youll get in line for a series of updates youll need as Googles system changes.

OK, now that youve done that, let me tell you how to go about learning Google Ads.

IF YOURE A RANK BEGINNER

Theres an old saying: You cant learn to ride a bicycle at a seminar, and it definitely applies to Ads. Google Ads and, really, everything you do in direct marketing is hands-on. Its not theory. Its the real world. Its the school of hard knocks.

About that last part: When Google Ads (formerly Google AdWords) was brand-new, there were many inexpensive clicks available, and you could find your way by making lots of cheap mistakes.

Those days are over. Today, that strategy will get you slaughtered.

When you open a Google Ads account, go ahead and enter your keywords, write some ads, and set some bid prices. Its OK if you dont really know what youre doing at this point. The first few chapters of this book will show you exactly how to do it. But heres the most important thing of all:

Set a low daily budget, say $5 or $10 per day, to make absolutely sure that your first experience with Google Ads is a GOOD onenot a painful one. The worst thing you can do in your new career as a Google advertiser is accidentally run up $2,500 of clicks that you dont know how to pay for. All advertisers have to go through some trial and error before things really come together. Google will make many assumptions about how to set up your account that are wrong, and if you blindly follow its menus, youll make some costly mistakes.

Another giant mistake advertisers make is assuming that Google is benevolent. Not true! If I had a dollar for every person who told me, The Google rep called me with some friendly suggestions and well, I lost thousands of dollars, Id be a good deal richer. Google does have a Green Beret team of crackerjack reps who know what theyre doing, but only huge advertisers and premium agencies get those guys. Everybody else gets reps who are hustling to meet their sales quota. Most Google reps have never spent a single dollar of their own money buying Google Ads, let alone been required to make a profit and meet payroll. And once they have your money, you will never get it back. Sleep with one eye open.