Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & The Display Network (Teacher's Edition) (2020 Edition) Kindle Edition

In this clear and comprehensive manual the author gives small business owners a step-by-step guide to advertising efficiently with Google. In fact, this workbook covers advertising on the Google search network, where people are specifically looking for your product or service, the display network, where people are exposed to your ad while browsing blogs or looking at their emails, and YouTube, where your ad can be tied to videos with huge numbers of viewers. The author starts with the basics, to help you understand Google's money-making perspective, as a business, and how that interest might clash with your interest, spending your advertising dollars efficiently and effectively. The author then goes on to cover the formation of a list of very applicable search keywords, how to connect those keywords to ad groups and campaigns that will get you the maximum number of conversions(inquiries or sales), and how to smartly bid on those keywords. He goes on to cover advertising through the display network, shopping campaigns and YouTube as well. The author encourages you throughout to "do the work". Don't let Google or artificial intelligence do the work for you. Laziness will not get you the best returns on your investment, as you will be giving up control. The workbook gives you all the knowledge you need to d.i.y.! The author includes his screenshots throughout to clarify and compare to. He gives fictional examples to clarify ideas. He gives many links to author's files, videos, research tools and tutorials. There is a "deliverable" at the end of each section; a worksheet for you to complete based on what you learned in that section, and apply to your business's ad development. And, when you register your workbook copy online you get free access to a huge list of tools and links--a wonderful resource! This workbook is very well organized, and to be efficient you are encouraged to be methodical and organized as well. You must always keep in mind that you want conversions, not necessarily "clicks". You want to grab attention, but you want it to be the right kind of attention, the paying kind. You want to avoid the "gotchas", where you waste money and get poor results. You want to not just make a sale, but gain a long-term customer relationship. Clearly advertising on Google is complicated. The incentive structure and bid structure is not necessarily straight forward. Return on investment is complicated by many factors. Also, you can't just make and forget your ads. You will need to continue to monitor progress, maintain, and make changes after the initial work is done. Making a compelling and profitable ad campaign on Google is complicated, but with the right information and some organization and work, it can be done successfully. This workbook will provide you with tools, information, and encouragement to harness the power of Google to support your business.

Google ads as a whole has become crucial to my success as a small business owner, and this book has legitimately helped me to further my knowledge on this topic. I absolutely ripped through this book, and the info it contained was both compelling, and obviously useful for me.While the title of this book may seem like it’s meant for teachers, believe me when I say that this is definitely not only for those who wish to teach.The actual content of the book itself is fairly interesting. The author introduces concepts such as Keywords, and the idea of a keyword game in interesting and new ways. He basically guides the reader through the various things that you need to know if you want to be able to have a successful ad campaign. For example, the author tells the user how they should use specific keywords to draw the reader in, while at the same time preventing people who wouldn’t ever actually purchase the product from clicking, which would be “spurious clicks”He even lets you know about the various statistics that you would need to know if you want to be able to maintain a consistent online presence. Things that I didn’t understand before reading this book, such as the concept of bids, and bidding strategy were properly introduced to me, and I actually understood how to properly use them to my advantage.The author’s writing is easy to understand, and he uses pictures in an effective and helpful way. While in some cases his writing may seem rambly, at the same time, it’s both intriguing and it definitely pulled me in. Macdonald even helps to give the user more things outside of the book, giving links to things such as pdfs and other tools that help me to further my understanding of all of this information. \At no point in his writing do you feel overwhelmed, and as a whole, all of his information is truly useful, and just great.

I was really interested in reading this book because in my daytime job, I’m a digital marketing specialist. That means I have to use Google ads, as well as other forms of digital advertising on a daily basis. In addition, I also use it for my author platform. That doesn’t mean I’m an expert – because the landscape is constantly changing. So I wanted to give myself a refresh, become better at digital advertising, and find ways to better help others understand what Google ads is and how powerful a tool it is.This book achieves all of those goals! What I like best about this book is that McDonald puts it in a way that is easy to understand, which is great because Google ads can be CONFUSING. This is my literal job and I find myself tripping up sometimes. However, he explains every aspect from keywords, conversion rates, and even the “gotchas”. I was particular happy to see the latter mentioned because I’ve seen a lot of people use Google ads and find themselves spending money on keywords or phrases that isn’t even relevant to their business. For instance, as mentioned in the book, you could aim for the keyword “cat boarding” and google will return “dog hotel.” Pretty serious if you only take in cats.The biggest caveat I have with the book is that it can come off very convoluted and overwhelming, especially because there’s so many external links. I think the book could benefit from general tidiness and maybe condensing some of the information, or maybe in the future release multiple handbook/workbooks. Overall though, this is a great book if you are a small business owner or you are a digital marketing specialist like myself! Google ads is a powerful tool and this book helps you accomplish your goals on that platform.

I ordered a replacement for this book as I assumed that the first one had water damage that had dried… The contents of the book are good considering the high price, the physical quality is really quite awful. This won’t sit on a bookshelf or even lay flat. Don’t blame the author mind you, blame whoever bound the book and thought that a book of this size could cope with this lack of structure. Normally it’s the content of a book that is weak but in this case, it’s the actual book! Avoid.