I've just finished another of WordTracker's books – Google AdWords PPC Advertising . I got it at a US$20 discount from one of their e-mails.
I have been using PPC since before Google AdWords (Overture!), and I did read a few books along the way. So I thought I'd read this one, and if it was too weak, I'd just use their return policy and get my money back (which I actually did on another AdWords book).
I was pleasantly surprised. While the book covers all the basics to a level that I think most people starting with AdWords and PPC would find acceptable, if not comfortable, it also had many things I was not aware of:
- bid stacks: they sugggest using the suggested bids for exact keywords only, and 75% for phrase and 25% for broad match. I have just started trying it, but seems right to me. They do have a rather involved process using a spreadsheet. I can't help but think it'd be better to just write a small program for this. I guess I'll have to see how much time it actually takes.
- using the Search Term Report to add interesting broad matches as phrase or exact matches, and removing negative keywords.
- many other small concepts on how to optimize your campaign
- the differences between the AdWords Search and Content network. From various colleagues, I got the impression that the content network had lousy ROI, so I never bothered much with it. The book recommends completely separating the campaigns and using 10-15 keywords Ad Groups.
Overall, I really liked the book and already started taking small actions on my own AdWords campaigns. Recommended.