Google AdWords for Dummies

Greetings,

Like the previous reviewer, I also do not yet own this book. However, I own the first edition, AND, have been personally trained by the author, Dr. Howie Jacobson, specifically in Google Adwords. Howie has himself been taught from some of the best names in the internet marketing arena and has been at this game for over 5 years. Howie’s knowledge of Google Adwords is comprehensive, but equally as important, he knows how to communicate these best practices and concepts to beginners.

The cost of the book is a “pittance” compared to what is at stake for your small business. On a money-making note, when Adwords is used properly, the advantages gained will not only increase your web traffic and sales, but it will also help you dominate your competitors whom are completely ignorant to the intricacies of the Adwords System. All of which is known, understood, and clearly communicated by the author.

(SIDEBAR: After you invest in this new edition, I would highly recommend HIRING Howie (for consulting) because he’ll answer any and all of your detailed questions to give you a complete “road map” of how to proceed effectively and in a timely manner. Consider his consulting fee a great investment on how not to lose your shirt when merging into this volatile game of Google advertising. Many “know it alls” have lost tens of thousands of dollars by not flipping one or two important “Levers” in the Google Adwords System. And, Google’s default levers need to be properly “tweaked” or you’re in for a world of hurt! You don’t want to start off behind the 8-ball.

As a Google Certified Professional myself, I can easily say that Howie knows everything you need to know to put your best foot forward and position yourself to begin profiting from his valuable information.

Best of Luck.

Garrett Todd
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Rating: 5 / 5

Within a few pages I was gritting my teeth in response to Howie Jacobson, PhD’s style. (And, yes, his use of the PhD is one of the many irritating things about him. ) Jacobson PhD tries to be funny. He is not a comedian. He tries to be overwhelmingly authoritative. He doesn’t do well at that either. He is verbose – a more skilled writer could have used half the pages to convey the same information. Much of his information is palpable nonsense.

But, despite all this, he gets the job done, the job being introducing the neophyte or somewhat experienced user to the mechanics and even some of the nuances of using Google AdWords as an advertising medium.

This is yet another of those marketing books that is cobbled together largely with the ideas of others. Fortunately, Jacobson PhD has, for the most part, chosen wisely, drawing upon legendary talents such as John Caples, who is widely recognized as one of the greatest mail-order marketers of all time. There is also a lot of gobbledygook in here, such as references to Neuro-Linguistic Programming, a relic of the Hippy era. Some of his advice is just plain nonsensical such as his claim that “[s]ales bullets are the foundation for all effective sales copy, whether they appear on the page or not”. That simply is not true and, ironically, the same John Caples referenced earlier rarely used “sales bullets” in his copy. What Jacobson actually means is that short, pithy copy that summarizes each benefit of the product is generally more powerful than burying the claim in superfluous copy.

Jacobson tries to cover the waterfront of using Google AdWords, including getting an account, crafting your ads, bidding, designing the website, following up on leads – literally everything. But he undermines his own credibility with outlandish claims, such as a chapter entitled “How You Can’t Help Becoming an Advertising Genius”. Much of his copy sounds like it would be more suitable for a late night infomercial.

Ultimately, if you can cast aside much, if not most of Jacobson’s excessiveness, you have a pretty good primer on Google AdWords. I obviously don’t like the author’s style, but he does have some good information in here and at the price, it is not a bad deal.

Jerry

Rating: 4 / 5