I just finished Perry Marshall and Bryan Todd's - The Ultimate Guide To Google Adwords. There are a couple of things that struck home with me about the book.

The first was the order in which he suggests to launch your products.

1. Google Adwords
2. SEO
3. Other PPC services.
4. Email Promotions
5. Affiliates
6. Banner Ads
7. Press Releases
8. Direct Mail
9. Print Advertising

The reasons, he says, is that you can turn AdWords campaigns off and on and you can use it to modify and tweak your message and sales process until you have a profitable sales process. Only after you have it profitable do you proceed with the other methods.

I have to completely agree with this process. AdWords ends up being a 'double check' of your research and surveys (you did do them, right?). After seeing the difference between the reported and actual results of keyword tools - this can save a bunch of heartache.

SEO is not free and takes a long time to build up to be effective. Wasting months of time by targeting the low traffic or unprofitable keywords is not a mistake you want to make. Just by running AdWords for 1 week, you'll have a good idea of the keywords that will be most effective for your message and product.

Affiliates will not join your program unless you have an effective system in place to make them money. A high visitor value is essential and the time spent perfecting your system via AdWords is going to be well spent. Terry Dean is constantly saying over 60% of his sales come from affiliates, so this is really important!

The second thing I noticed about the book is that he gives you what you want - traffic, traffic, traffic, but then he also gives you what you need - copywriting. Several chapters are devoted to writing effective copy to convert searchers into visitors, visitors into subscribers and subscribers into customers. It's not rocket science, but it is essential and he breaks it down nicely. Here's a key point: Once you have a high visitor value you can buy as much traffic as you want - in the form of PPC, affiliates, banner ads, offline advertising. Copywriting is key to getting a high visitor value. Strangely enough, I considered this is the most important part of the book!

All in all, AdWords doesn't need to be scary or ominous. The keys to winning with adwords are some very simple processes that anyone can do. Perry and Bryan take you by the hand and walk you through them.

I highly recommend this book to anyone who has a business online.

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