Tuesday, January 23, 2018

Book Review: 'Ultimate Guide to Google AdWords' by Perry Marshall and Bryan Todd

Ultimate Guide to Google AdWords: How To Access 100 Million People in 10 Minutes, 2nd Edition
Perry Marshall and Bryan Todd
Entrepreneur Press (2010)
How to pursue business opportunities available at “THE benchmark for advertisers and information providers”
Although this book’s subtitle specifies a worthy objective (i.e. “How to Access 100 Million People in 10 Minutes”) and will no doubt help to sell copies, the fact remains that the journey to achieve that objective will require the necessary investment of resources (especially time, hopes, and effort) and the focus must be on the primary process – one that Perry Marshall and Bryan Todd cover thoroughly in the book -but also on supplementary processes suggested by chapter titles. For example, those of Chapters 1-10 in which Marshall and Todd explain how to
• Attract prospects and close on purchases
• Build “your own autopilot marketing machine”
• Build a Google campaign from scratch – the RIGHT way
• Spend less and get more clicks: lay a foundation of properly organized campaigns
• Develop high-quality keyword lusts to craft “killer headlines”
• Write copy for Google ads that attract eyeballs, get clicks, and earn you money
• Triple your CTR (i.e. clickthrough rate) and cut your bid prices by two thirds – no genius required
• Triple your traffic with placement targeting and Google image ads
• Create Google ads: banner ads are here to stay, and finally
• Develop and use local advertising on Google (“Mostly Virgin Territory: Retailers, Restaurants, and Service Businesses Can Beat the Yellow Pages”)
I strongly recommend checking out the titles of Chapters 11-29 to complete your briefing on what Marshall and Todd cover, step-by-step-by-step-by-step. Then, and this is VERY important, visit the website identified on Page xi (http://www.perrymarshall.com/bookbonus/), register, obtain a password, and then gain access to a membership area with updates to the book. Be sure to obtain Google Adwords $25 coupon code for new advertisers. The supplementary resources are too numerous to mention here. Suffice to say that, together, they offer substantial value-added benefits and thereby increase exponentially the total value of the book.
Marshall and Todd realize that many of those who purchase this book will need tutorial assistance. For that reason, they immediately establish and then sustain a direct and personal rapport with their reader and then continue it when providing additional counsel and resources at the aforementioned website. The only advice I presume to offer are these three suggestions: Highlight key passages (I prefer an optic yellow Sharpie ACCENT pen); (2) re-read one chapter or at least the highlighted passages in it before proceeding to the next chapter; and (3) be both persistent and patient.

Editor's note: This review was written by Robert Morris and has been published with his permission. Like what you read? Subscribe to the SFRB's free daily email notice so you can be up-to-date on our latest articles. Scroll up this page to the sign-up field on your right.