Your Google Game Plan for Success

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Google AdWords can be a powerful addition to your marketing strategy, but a confusing one. Teixeira's book is a good introduction to AdWords, but overwhelms with details and underwhelms with strategy. He does, however, a good job leading us step-by-step through AdWords as a software platform. The book does not have enough information or guidance on keyword strategy, how your ads should interface with what you as a company sell or do. Nor is it connected to your SEO strategy, yet these things should work together.
On a technical level, I was disturbed by the discussion on 'broad match.' 'Broad match' is often misunderstood by most of my clients; putting in 'dog boarding' may yield results not just for the words 'dog' and 'boarding' but also 'puppy' 'animal' and even cat. Few seems to get this, and Teixeria doesn't tell you this hugely important point, nor how to find out the true keyword matches once you are running. I have had many clients waste thousands of dollars on broad match!
Strategically, the most important issue I teach students in my classes on SEO and Social Media (Google Jason McDonald to find me), is that AdWords should be part and parcel of your SEO strategy - get what you can get for free, first, and build AdWords on top of it. This book doesn't embed AdWords into a strategic perspective; for that you are on your own. So in sum, it's a good book on AdWords, but not a great book, and it won't make my shelf of recommendations for my students in AdWords and SEO, either online and in San Francisco. - The challenge with the new interactive department is you have to span multiple disciplines with a lean staff. While each person has their own expertise, everyone needs to understand the user cycle. Search, Analytics and Website User Testing are three different beasts altogether but they are inextricably linked.
This is a mandatory read for any one in my department. The author starts broad in each section and then gets very specific. Experts in each discipline can still learn some new tricks, but the benefit is really for those people in cross functions. I came into this book very learned in AdWords, intermediate skill in Analytics and very little knowledge in Optimizer. I found each section had tons of actionable info. At the end of the book the author spends time talking about how to put these tactics within an overall strategy. Executing the game plan is the tough part. All the head knowledge in the world doesn't mean a thing if it doesn't fit into the high paced, campaign oriented world that is the interactive department. The last few chapters under the heading of execution bring these three pieces of the pie together.

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Your Google Game Plan for Success

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