An exemplary Google AdWords manual that could easily prevent costly mistakes and help boost profits.
This how-to guide cracks the code of Google AdWords.
Internet maven Marshall (Ultimate Guide to Facebook Advertising, 2017, etc.) joins with Google AdWords evangelist Rhodes and web specialist Todd, two debut authors, to delve deeply into advertising on the world’s leading search engine. This voluminous fifth edition boasts 37 chapters that manage to address the needs of both novice and advanced users of Google AdWords. For the real pros, the authors serve bonus material online (at perrymarshall.com/supplement) that includes extended reports and videos. Keywords are the core of Google AdWords, and this book authoritatively explains how to find profitable ones, implement keyword matching, and use the Google Keyword Planner. The content is more expansive than keywords alone; also included are excellent chapters on writing Google ads, following the company’s editorial guidelines, split testing, conversion tracking, bidding strategies, and more. The manual also goes beyond Google AdWords to cover landing pages, Google’s Display Network, advertising on YouTube, Google Shopping Campaigns, Google Analytics, and remarketing (aka behavioral retargeting), which the authors call “the single most profitable online advertising strategy.” The chapters on marketing are particularly astute. For example, an ode to the 80/20 rule (with material extracted and condensed from Marshall’s book on the subject) takes the popular formula and demonstrates how it can extend to online marketing and “just about everything you can measure in a business.” A smart chapter regarding the use of email marketing offers tips for how to transform clicks generated through Google AdWords into a valuable list that can be used for long-term cultivation. The how-to’s throughout the volume are its greatest strength because the authors not only provide lucid explanations, they often include screenshots that illustrate tactics and techniques as well. Oversize pages enhance the screenshots, and frequent sidebars facilitate readability. In a novel nod to online marketing’s direct marketing roots, the authors include a number of excerpts from the 1923 book Scientific Advertising by Claude Hopkins. “Uncle Claude,” as this outstanding guide affectionately calls him, pioneered results-driven advertising, so celebrating Hopkins by relating his timeless wisdom to modern-day marketing is a nice touch.
An exemplary Google AdWords manual that could easily prevent costly mistakes and help boost profits.Pub Date: Oct. 17, 2017
ISBN: 978-1-59918-612-2
Page Count: 380
Publisher: Entrepreneur Press
Review Posted Online: June 4, 2018
Kirkus Reviews Issue: July 15, 2018
Review Program: Kirkus Indie
BOOK REVIEW
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...
A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.
The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.Pub Date: Nov. 1, 2011
ISBN: 978-0-374-27563-1
Page Count: 512
Publisher: Farrar, Straus and Giroux
Review Posted Online: Sept. 3, 2011
Kirkus Reviews Issue: Sept. 15, 2011
BOOK REVIEW
IN THE NEWS
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
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