The Ultimate Guide to Google AdWords by Perry Marshall and Bryan Todd goes through the basics of how to set up a successful pay-per-click advertising campaign through Google. The two most important keys to having a successful Google AdWords campaign is the keywords you choose to advertise on and the spilt-testing you do to constantly improve the ad itself. Your keyword research is paramount to the success of your ad campaign. Marshall and Todd go through the different steps of choosing your keywords, grouping your keywords together and showing an exclusive more targeted ad in that group, and equally important but not often done choosing which keywords that you don’t want your advertisement to show up on. However, both Perry Marshall and Bryan Todd will admit to you that even with amazing keyword choosing and grouping you can still lose money with pay-per-click advertising. The second most important key to successful Google advertising is what is known as spilt-testing of Google advertisements.  Testing Google advertisements next to each other and comparing their effectiveness, then repeating this process will give you higher click through rates to your web site and higher quality traffic. The different way they suggest you improve your advertisements are with headline relevance, the offer presented itself, and how effective your ad catches the attention of the customer or person searching.

Perry Marshall and Bryan Todd do a good job explaining many different techniques to effectively advertise your small business. This book I presume is primarily for small business as bigger businesses would not go to a how-to book to more effectively use Google AdWords. The information presented is clear and understandable for a reader of most if not all technical skill levels. It also provides many relevant examples on how you can improve your own click through rates and get higher quality traffic to your web site. The book however could be improved upon. I wish this book would have given more information in its chapter about turning visitors into buyers as it is a very important chapter and is literally 2 pages of actual content. Also for a book about Google AdWords to suggest you use a tool by Yahoo! does not make the most sense. Finally my last complaint about this book is Marshall and Todd self promote their own web sites too much throughout the book. Overall there are many useful take ways from this book for any small business looking to improve the effectiveness of their advertising.

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