I love a good story. From bus driver to adwords marketing maniac is a good story. Chris Robertson tells us how he used Perry Marshall’s definitive guide to google adwords to grow the revenue from his vending business to $175k a year. And Perry Marshall is now a well-known expert on how to use google adwords effectively.
Just in case you didn’t know, adwords are the small advertisments that appear above and on the right hand-side of the SERPs (Search Engine Results Page) when you search for something on google. Surely you don’t need to be an expert to write an advert on google? Well you do if you want your advert to appear on the first page for popular search phrases.
If you searched on buy ipod, for example, I counted 17 advertisers but only 9 appear on the front page. You might think if you pay more for the advert, it gets to be on the front page, but you’d be wrong. Google have a very clever system, most advertisers don’t get. Just like their free, organic listings, google is looking for relevance. The more relevant your advert is to the search phrase, the less the advert costs you, and the higher on the page it appears!
This might seem counter intuitive to some people but it’s really clever. Google rewards advertisers who write the most relevant adverts and landing pages. The landing page is the page the buyer reaches first after clicking on the advert. This way, the buyer gets what he is looking for and the advertiser gets super-targetted buyers for less money. Sweet.
But google adwords is not easy to master. You can blow your budget very quickly without getting any results. Like a quagmire, one false step and your advertising campaign can sink without trace. You really do need guidance to show you the way. For me the story from chris rings true because it takes time to master the learning curve but the rewards can be enormous, especially when you think google has such a huge share of every keyword search on the Internet.
Google want their advertisers to succeed and they provide lots of online help. So it’s worth starting your studies here first. When you understand the basics, Perry has just released the 2010 edition of the best-selling definitive guide to google adwords as an ebook. I bought, read and used his book of the same title and I can thoroughly recommend it. Perry unravels the mysteries of campaigns, CTRs, matching and advert writing. The book takes you from beginner to accomplished advertiser.
So if you want to succeed with google adwords I recommend finding a good guide.
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