Perry Marshall and AdWords
This past Tuesday I traveled to the Chicago area to attend a monthly meeting of the Chicago Glazer Kennedy Inner Circle. Perry Marshall, author of “The Ultimate Guide to Google AdWords” and Scott Tucker, a mortgage broker, talked about blending online and offline marketing to achieve the best of both worlds to a full house.
After the presentation Scott and Perry answered audience questions and then Perry did an in depth AdWords study of a chapter member’s AdWords campaign for anyone that wanted to stay. Perry explained the mistakes made in choosing keywords to bid on in this campaign. He said they were very common mistakes especially for the first time advertiser.
Perry talked about picking a niche and becoming the best at that one item, like lemon scented soap bars and once you get really good at that, add another item. He explained about broad match, exact match and phrase match keywords and how to use them effectively. He also showed one of his AdWords campaigns and how progress was made through testing ad copy and keyword phrases for optimal results.
A lot of marketing information was covered during the evening, which was supposed to end at 9:30 but was still going when I left at 11:30. I had a two hour drive so just couldn’t stay even though it was hard to leave before it was over.
I have read The Ultimate Guide to Google AdWords and would recommend it to those who are interested in Pay Per Click advertising. The other book I recommend is Pay-Per-Click Search Engine Marketing Handbook by Boris Mordkovish and Eugene Mordkovich.