Pandia Post Newsletter No. 13, May 2002, Part 6

BOOKS & TOOLS

Make money with Google AdWords Select

The launch of Google AdWords Select is probably the single most important happening for search engine marketers this spring. Google has added a new text ad system where you can pay per visitor actually visiting your site. It is a little bit more complicated that Overture’s pay per click system, however, which is why Andrew Goodman’s e-book on 21 Ways to Maximize your ROI from Google AdWords Select, comes in handy.

21 Ways to Maximize your ROI from Google AdWords Select is an easy to read guide stuffed with practical advice for search engine marketers (SEMs). You don’t have to be an expert in advertising to understand the advice, but after reading the guide and maybe doing some of the suggested further reading, you will certainly feel like one. And more importantly, you will be ready to start practicing to be one.

Goodman makes no secret of his number one advice: Be prepared to work hard for a time, be patient and industrious. But it is not a case of ”all work no play”. You get to be creative and you have a good chance at beating the competition and making money.

It is clear that the advice you get in 21 Ways to Maximize your ROI from Google AdWords Select is from someone who knows what he is talking about. All his important lessons are illustrated with examples from real life. Also, you get advice for real people. That is, not just for professional marketers with huge budgets, but for the average SEM or the hard working webmaster.

Among the advice you get in 21 Ways to Maximize your ROI from Google AdWords Select are these:

• How to set up your campaign
• How to utilize campaigns and ad groups
• How to find the best keywords
• How to use the bid gasp manager
• How to be a good copywriter
• How to avoid bidding wars (if you are on a tight budget)
• How to weed out poor sales prospects

21 Ways to Maximize your ROI from Google AdWords Select is divided into ten sections, each with a handy summary at the end. Some sections also have action items – practical steps to take your campaign to the next level.

As the heading says, it is all about maximizing the ROI (return on investment). Every part of the guide is a means to this end. Goodman points out that two very important steps are improving your click through rate and decreasing your cost per click. He will tell you how, step by step.

If you are still hungry for more, there is an entire section on advanced methodology. Even this section is not aimed solely at the pros. It is not hard to get and you don’t have to spend big bucks. You just have to have the time and energy to walk the extra mile. If you do, I don’t think you will regret it.

Andrew Goodman: 21 Ways to Maximize your ROI from Google AdWords Select, (http://www.pandia.com/sc/adwords.html) Page Zero Media, April 2002. 70 pp, USD 49.

More books on search engines and Internet searching