Google AdWords For Dummies, 3rd Edition

15 Pages·2011·3.32 MB·English

by  Jacobson, Howie

Google AdWords ™

FOR
DUMmIES‰
3RD EDITION

Google AdWords ™

FOR
DUMmIES‰
3RD EDITION
by Howie Jacobson, PhD, Kristie McDonald,
and Joel McDonald
Google AdWords™ For Dummies®, 3rd Edition
Published by
John Wiley & Sons, Inc.
111 River Street
Hoboken, NJ 07030-5774
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About the Authors
Howie Jacobson, PhD, is EIEIO (Emotional Intelligence & Empathic
Inspiration Officer) of Vitruvian. He’s the creator of the Checkmate Method of
competitive positioning, and speaks, writes, and consults on online marketing
strategy and the Hero’s Journey. He is a columnist for FastCompany.com, and
is a contributing author for Harvard Business Review online.
Howie has been called “one of the great positioning strategists of his
generation” by his teenage daughter, which is a huge compliment if you
believe that for even a second.
Howie spends his leisure time pretending he’s not 46 years old, running
barefoot, and playing Ultimate Frisbee and folk-rock guitar. He also performs
stand-up and improv in the shower, and occasionally in front of friendly
crowds of slightly tipsy customers.
Howie lives with his family in Durham, North Carolina, and KZN, South Africa,
depending on when you ask. His lifelong ambition is to bring about world
peace through marketing — and after that’s accomplished, to play Ultimate
Frisbee in the 2044 Olympics in Maui.
Kristie McDonald is CEO of Vitruvian. Prior to her work in PPC, Kristie was in
IT consulting for over 20 years, including time spent at McKinsey & Company
and two Accenture spin-offs. She has years of experience in strategy
consulting, project management, and general business management.
Kristie’s online experience began in 2004 when she took charge of online
marketing at the consulting company where she was an owner and director.
Once she caught “the bug,” she went on to build and grow an e-commerce
store and gained her initial AdWords experience and reputation working for a
Chicago-based PPC management company, where she managed more than 100
client accounts in industries such as legal, real estate, e-commerce, and travel.
At Vitruvian, Kristie has been the chief dynamo, building a professional
marketing service firm with the help of a great team. She is also a Google
AdWords Certified Professional herself.
In her spare time (hah!), Kristie loves photography, reading, and warm
vacations. She loves music and follows her husband’s band as their “number
one fan” (it’s not stalking if you’re married to the drummer). She also loves
drag racing (as a spectator, not a driver).
Kristie lives in West Chicago, Illinois, with her husband and three kids.
Joel McDonald is a long-time AdWords user, first time AdWords author, and
Chief Strategist of Vitruvian. He has built his career on the idea that AdWords
is not only a highly effective advertising medium but also one of the quickest,
least expensive research and development tools in existence. His philosophy
is that AdWords can boost the bottom line of every business, big or small,
online or off.
Joel gained his AdWords experience at the esteemed School of Hard Knocks,
where he earned the highly coveted “Google Fridge,” an honor bestowed
by Google upon an advertiser upon generating his millionth lead. After
generating nine figures in sales for his sixty-person Colorado company, Joel
found himself in demand as a consultant for companies such as Mars Inc.,
RE/MAX, Better Networker, and Disney Resellers, among others. Joel enjoys
speaking at large conferences as well as more intimate workshops around the
country. At Vitruvian, Joel builds lean and profitable AdWords accounts and
then applies the most effective elements to larger, more scalable marketing
channels that are otherwise not measurable. Because he started out as
a small business owner himself, Joel also runs Vitruvian’s coaching and
training (or the “just because they can’t afford us doesn’t mean we can’t help
them”) departments.
During his free time, Joel enjoys playing ice hockey, Ultimate Frisbee, tricking
his kids into snuggling with him to play Sudoku on his iPad, and traveling
with his family to accommodate his photography obsession.
Dedication
This book is dedicated to the people I annoyed and ignored the most during
the writing of it: my wife and children. Mia, Ngiyakuthanda! Yael, keep
strumming and drawing and writing and acting — and may all your dreams
come true. Elan, remember that the floor is your friend, and keep the sweet
cartoons and Hendrix riffs coming. —Howie
This book is dedicated to two mentors whom I’m forever indebted: Leslie
Rohde and Jerry West. Leslie & Jerry – you turned my AdWords knowledge
into a career I never could have otherwise imagined. I also like to dedicate
this book to my three best friends — Christy, Jason, and Julia. I grow more
enamored of you every day and am lucky to have you in my life. —Joel
This book is dedicated to my incredible husband and best friend, Tom,
whose constant support, “above and beyond” help and understanding of
my workaholic nature have allowed me to pursue the dream of starting and
running Vitruvian. And to my wonderful children, Megan, Matthew, and
Mitchell — my reasons for being. —Kristie
Authors’ Acknowledgments
From the three of us:
If we were to properly acknowledge on one page all the help we received
while writing this book, we’d be using Times New Roman 0.01-point font, and
you’d be reading this with an electron microscope.
Our wonderful editors at John Wiley & Sons: Amy Fandrei, Chris Morris,
and Teresa Artman. They have been patient with our whining, accepting of
nothing but our best, and always ready with advice and reassurance. And
Jim Kelly, tech editor extraordinaire, keeps us honest and entertained at the
same time.
To our contacts at Google: Jim Prosser, Stephen Woldenberg, Brian Bensch,
Caitlin Veverka, Tiffany Bristol, Puneet Todi, Leda Zunlunga, Kevin Foley,
and too many more to list. Thanks for all your support, prompt and polite
answers to silly questions, and early warnings when we, or one of our clients,
were about to be suspended for being just a little too creative with our
landing page or ad copy. Howie apologizes for stealing that bicycle from the
Mountain View campus, and promises to return it soon.
Big hugs to the many AdWords experts who shared their wisdom and stories.
Perry Marshall is such a fine AdWords teacher, business associate, and
friend that we wonder what good deeds we performed in our previous lives
to deserve him. Joel thinks of Perry and Dan Thies as his AdWords “north
stars,” and wishes he had known them before the dozens of expensive
mistakes he made in the early days of AdWords.
We couldn’t have written this book without total faith in and support from
other Vitruvian team members. Shane Keller, Vitruvian’s Director of PPC
and Kristie’s “right hand man,” is a spiritual warrior and visionary on behalf
of our clients, the industry, and a world enhanced, not diminished, by
advertising. Garrett Todd, Vitruvian’s Director of Optimization, contributed
most of Chapter 15, and inspires us all with his “bring it on” attitude.
And that goes for our whole team at Vitruvian — present and past — for the
passion and dedication they show for this fun and exciting industry.
Our mastermind partner, David Rothwell, for our countless brain-twisting
PPC discussions. And to Shelley Ellis for her helpful PPC news list where
the top AdWords minds in the world come together — thanks for weaving
together all this brain power and generosity.
Our mentors — David Bullock, Danny Warshay, Peter Bregman, Lanny
Goodman, and Mike Hettwer — whose generosity of time and incredible
knowledge and insight never ceases to amaze us.
All of our wonderful clients who have put their trust in us to help them on
this journey to create better businesses and a better world through great
marketing.
From Joel:
I want to thank my parents — Bruce & Stormy McDonald. Dad — if it weren’t
for you building my first website in 1995, I’d still be making mind-numbing
cold calls, and my prehistoric phone book ads would be slovenly piling up on
porches around the country. Mom — had we not had that heart-to-heart talk
the night before I left for college, I might have never learned the social skills
that undoubtedly allowed me to get to know most of the amazing people in
my life today.
John Jaworski, Andrea Warner, Brad Fallon, Julie Swatek, Mark Marati,
Warren Whitlock, and of course, my brother Jason McDonald: You’ve each
been there in ways more important than you know. I’m privileged to have had
support from each and every one of you.
Howie and Kristie, thank you for the opportunity to join you in the creation
of this book, as well as having me as a part of Vitruvian. I like to believe we’re
leaving the business world a better place as a direct result what we’re doing
together.
From Kristie:
Thanks to my mother, Nancy Bruchert, and my brother, Jeff Hagan, for all the
help and support you provide in caring for my family and maintaining some
sense of sanity with these crazy hectic projects I keep taking on.
Marla Tabaka, my business coach, close friend and confidant. Your constant
encouragement and guidance has given me the courage to take advantage of
the tremendous opportunities laid out before me. I would not be where I am
today without you in my life.
Joel, for the energy and ambition that you’ve brought to our team. Your
innovative processes, eagle eye for hidden opportunity, and passion for
marketing are invaluable assets.
Howie, for the opportunity to run an agency with your name, reputation, and
insights guiding our way like a bright light in a dark tunnel.