Most (but not all) of my own personal marketing is currently through Google AdWords.  I have other forms of marketing in play as well, but over the last 6 months, Google AdWords has pulled in far more new work than any other form of marketing.

Google likes to promote their Adwords service as easy to use, and it can be.  But by being easy to use, it’s also very easy to get things wrong and to waste an awful lot of money on adverts that don’t work, or result in a high level of bounces (people who hit your web site and then bounce right back to the Google search results as they don’t like what they see).

One of the reasons I am having more success now than in my initial use of Adwords is through the tips and tricks I obtained from Perry Marshall’s book: The ultimate Guide to Google Adwords.   It really has made a difference to the number of leads I have obtained and number of sales closed.

This book is packed with so much information, tips and useful resources that I updated my own campaign and straight away (or within a couple of days) I started to see the results.   The book covers all kinds of Adwords related terms and tricks including:

• Peel and Stick: creating a new campaign for different sets of keywords appealing to different sets of searchers.
• Keyword selection, searching and linking to landing pages
• Using Negative keywords and exact matches, to improve your relevance, click through rate, your average position and reduce your cost per click.
• Split-testing, making sure you are always testing out which ad is better for your campaign by battling two against each other and testing their performance.
• Writing an effective ad- by promoting benefits first and features second.

From this book, it is very easy to see why Perry Marshall is the king of adwords and is well-renowned around the world. Both new and experienced Adwords users should consider buying this book. Just one of his tips can make a huge difference to your sales and therefore to your bottom line.

The only word of caution I would offer is that some of the ‘add-on value’ (outside of the printed page) is very American and geared towards selling you more information and courses.  The book is great, but I just didn’t like the add-on ‘benefits’.

But if you want to land more customers, I can recommend Adwords.  And if you want to get the most of adwords, I can recommend this book.