You can spend a lot of time and energy combing through websites to find out how to set up Google Adwords and Google Analytics. There is no doubt you will probably miss something. After reading the Ultimate Guide to Google AdWords, I know I certainly missed some important but hidden settings and I spend a lot of time researching these things. I will be updating my checklists with the help of the Ultimate Guide to Google AdWords as a guide.
Ultimate Guide to Google AdWords is 341 pages long and arranged in 37 chapters. The book is supported with a supplemental site. I accessed the supplemental site and downloaded the contents. Naturally, I was placed on an email list and immediately started receiving messages. However, the supplemental content was as good as the content in the book.
A number of the things I have been discussing on this blog were discussed in depth in this book. In short chapters, some only a couple of pages, Marshall, Rhodes, and Todd clearly explained why and how they accomplished different tasks. The why was as important or more important than what and how.
Some of the most important conversations included:
- Developing a keyword list. This is essential to getting the right ad in front of the right audience.
- Writing Google ads. They went into depth explaining how to write all the key elements of an ad. This included using ad extensions.
- Bidding. The authors are very cost conscious. They do not want you to burn through money unnecessarily. They carefully explain strategies for bidding on ads.
- Split testing. Almost every other word focused on split testing. They stressed the importance of testing everything but do it in phases. You have heard me also emphasize testing. These guys take it to another level.
- 80/20 Principle. In my opinion, I thought this was a key chapter in the book. While I am familiar with Pareto’s Principle, it was great to see how they leveraged it for Google ads.
- Remarketing. Remarketing was also another key principle they addressed. It is not only a matter of getting cold traffic interested but also following up on the warm traffic.
- Different types of Google ads. The authors covered the different types of Google ads to include search ads, Google Display Network, and Google Shopping Campaigns.
I like how the book was laid out. The authors used ample stories and examples to illustrate their points. They also incorporated images at key points. These helped to add clarity.
I have thoroughly marked up my copy of Ultimate Guide to Google AdWords. I now need to go back and double check my setting in Google Analytics and Google Adwords. Additionally, I need to update my checklists so that I can help others quickly put these lessons learned into practice. If you are interested in advertising on Google, I would definitely recommend that you read Ultimate Guide to Google AdWords. It will be sitting very close to me.
Additional Reading
- #SMMW19: How to Grow Your Business Using Google Display Ads
- #SMMW17: Google Analytics: How to Measure What Matters for Your Business
- #SMMW18: 9 Content Marketing Tools to Drive More Traffic to Your Website
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