Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes

406 Pages·2017·6.78 MB·English

by  Perry Marshall

“I’ve used the Ultimate Guide to Google AdWords since the first edition.
Transforming a client’s unprofitable AdWords account into a cash cow—
churning out $30 to $35k profits every month. Just scratching the surface of the
book’s contents.
“This is the best book on AdWords, period. Plus, it’s a dang good book on
internet marketing. Not only can you use it to tap Google’s huge traffic stream,
you’ll also convert the thundering hordes of traffic into buyers and profits in
your pocket. Do what I do—don’t just buy and use it yourself, buy copies for
your friends!”
—ROY FURR, EDITOR, BREAKTHROUGH MARKETING SECRETS, DIRECT MARKETING
CONSULTANT
“I’m often asked by peers in my niche how I manage to rank so well in search
engines and not go broke using Google AdWords. There are a couple of reasons
—I’ve been subscribing to Perry Marshall’s newsletters since 2003; I’ve read
every one of his books; I listen in on all the conference calls he organizes; and
finally, I IMPLEMENT his strategies and tactics.”
“The Ultimate Guide to Google AdWords lists for $24.95. Only a fool would
continue to run Google AdWords campaigns and NOT invest in, study, and
implement the ideas in it. And no, you’ll not find an affiliate link to Amazon
here. Just get the book!”
—JER AYLES-AYLER, ADWORDS USER, TRIHOUSE ENTERPRISES, INC.
“I bought this book to learn how to get better results from AdWords for my
clients. The advice given is easy to follow, and following up on the results of
your campaign is exciting. I’ve already seen a huge increase in clickthrough
rates for the different customers and campaigns I run. I get far better results for
less money.
“I would recommend reading Ultimate Guide to Google AdWords to anyone
interested in starting AdWords marketing, or tuning their current campaigns for
better results. On the other hand, I’d like to keep what’s in here a secret.”
—HENRIK HEDBERG, ADWORDS USER
“Naming this the Ultimate Guide is not a fluke. I have been tweaking the hell out
of the ads I’m using to lead searchers into my funnel. Over the past few weeks,
I’ve managed to get one of my ads up to just over 7% CTR from a previous 1 to
2%!”
—BILL PERRY, ADWORDS USER
“I thought I knew it all. I set up an AdWords account and a couple of days later I
came back to check if I was rich yet. Unfortunately, the only thing that happened
was Google enjoyed free access to my bank account. Luckily the traffic was not
that high so it was just a couple hundred dollars. And I made no money.
“Frustrated, I went online and did some research. Every forum, article, and blog
seemed to be talking about Perry Marshall, so I decided to get Ultimate Guide to
Google AdWords. 30 minutes into reading my mind was blown away.
“Next, my Quality Score went up from an average of two and three to a six and
nine for various keywords. At the same time, my cost-per-click went down from
over $4 to about $0.50.
“The rest is history. Seriously, if you don’t know the stuff in this book don’t
even think of AdWords. This is THE guide.”
—JEAN PAUL ESSIAM, ADWORDS USER

Entrepreneur Press, Publisher Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions © 2014 by Entrepreneur Media, Inc.
All rights reserved.
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This publication is designed to provide accurate and authoritative information in regard to the subject matter
covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or
other professional services. If legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
ebook ISBN: 978-1-61308-280-5
Contents
PREFACE
Wait! Before You Read This Book
CHAPTER 1
Chisel Your Way In: Frank Talk about the Google AdWords of
Today
The Three Niche Domination Strategies of Google AdWords
CHAPTER 2
How to Force Prospects to Choose Your Site: Make Them Buy
from You, Not Your Competition
Here’s How to Make Sure They Find You and Buy from You. Not
Someone Else
CHAPTER 3
How to Build Your Own Autopilot Marketing Machine
It All Starts When a Person Searches for Something
The Search Process
A Few Tools You Need If You’re Just Getting Started
CHAPTER 4
Building a Google Campaign from Scratch: The Right Way
The Best Way to Research Your Market
How to Set Up Your Campaign
Things You Can Tweak Right Now
The Magic Is in the Process
How to Set Yourself Up for Success
CHAPTER 5
Organizing Your Campaign: How to Pay Less and Get More Clicks
What Google Doesn’t Tell You: The Wrong Way to Organize an
AdWords Campaign
The Right Way to Organize an AdWords Campaign
Split Test Your Ads!
The “Peel and Stick” Strategy: Get a Higher CTR Just by Moving Your
Keywords into New Ad Groups
CHAPTER 6
Keywords: AdWords Success Starts Here
How to Find the Most Profitable Keywords
How to Get the Most from Google’s Keyword Planner
Step Up Your Game Using Keyword Matching Options
Your Quick Action Summary
CHAPTER 7
Niche Domination, Part 1: Chisel In Where the Chiseling Is Easy
Signs a Niche Is Overlooked
The 80/20 Survey Technique for Hyper-Responsive Intelligence
The 80/20 Protocol
Your Quick Action Summary
CHAPTER 8
Niche Domination, Part 2: Playing Games You Can Win
The “Working Stiff to $230 Million” Niche Domination Strategy
How Is It Possible That Richard Koch Bats 50 Percent When Most
Venture Capital Firms Are Delighted to Bat 5–10 percent?
Success Through Elimination
CHAPTER 9
How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn
Money
Great Headlines: Riveting to Your Customer, Dead Boring to Anyone Else
Your Ad Text: Where Your Inner Salesman Comes Alive
The “Goldilocks Theory”: Why the Best AdWords Ads Are Never Over-
the-Top
Focusing Your Ads to Save $$$ on Clicks
If the Guys at the Bar Will Buy It, You’ve Got a Winning Ad
CHAPTER 10
Chisel Your Way In With Bionic Google Ads
Six Different Versions of One Ad
CHAPTER 11
Ads That Pass the Test: Editorial Guidelines and Split Testing
Follow the Editorial Guidelines and Keep Google Happy
Systematically Grow Your CTR with Split-Testing
See in Advance How Your Ads Will Look on the Preview Page
Disapproved Ads
CHAPTER 12
The Winning Method the World’s Smartest Marketers Stole from
the Wright Brothers
How the Wright Brothers’ Savvy Testing Method Made Them “First in
Flight”
People Who Test, Fly. People Who Rely on Brute Force, Die
Marketing Misery: Not Necessary
CHAPTER 13
“Deep 80/20”: It’s Not What You Think . . . and I Can’t Tell You
How Profitable It Is!
Back When I THOUGHT I Understood 80/20
80/20 Applies to Just about Everything You Can Measure in a Business
80/20 Isn’t Just Two Groups, i.e., “The 80” and “The 20”
There’s an 80/20 Inside Every 80/20!
You Can Overlay Multiple 80/20S on Top of Each Other and Double Your
Mojo
80/20 Is Why “Peel and Stick” Is So Powerful!
Perfectionism Can Get In Your Way!
The Myth of the Long Tail
Some 80/20 Rules of Thumb
CHAPTER 14
Vanquish the Thickest Competition with a Killer USP
The Six Essential Elements of a Power USP
CHAPTER 15
Conversion Tracking: How to Know Where Every Penny Is Going
The Four Types of Conversions You’ll Want to Track
How to Set Up Conversion Tracking the Right Way
Fly Autopilot with Conversion Optimizer
Take Advantage of Analytics
Your Quick Action Summary
CHAPTER 16
Campaign Settings
The Perfect Settings for a New Campaign
More Settings to Save You Money and Increase Clicks
Mobile Settings: We Sure Wish We Could Do More
Upping Your Game with Bid Modifiers
Risky! Beware of Bid Stacking
Flexible Bid Strategies: Caution!
Your Quick Action Summary
CHAPTER 17
How to Get Your Ads on Millions of Websites with Google’s
Display Network
Display vs. Search
Is Google’s Display Network Worth the Effort?
Hit the Bull’s Eye by Carefully Choosing Your Target
Display Planner and All the Clever Ways You Can Bid
Selecting GDN Offers
Your Quick Action Summary
CHAPTER 18
Google’s Display Network: The Greatest Testing Playground in
History
The Power of a Blind Test
“Test the Forest” First
Which Ad Size Should I Start With?
How to Create Gorgeous Ads
How to Keep Your Ads in Google’s Good Graces
Display Campaign Optimizer: Is There Benefit in Handing Over the Keys?
How to Take a Ride on the Jet Stream
Your Quick Action Summary
CHAPTER 19
Chisel Your Way In with YouTube: Billions of Eyeballs for
Pennies
How to Create a YouTube Advertising Campaign