"People have been asking for a long time for an “e-commerce” centric Google AdWords book and this is it. David Rothwell brings refreshingly frank yet gracefully zen-like truth telling to AdWords. That’s why I’ve been sending clients to him for years and that’s why they keep coming back.
It cost a bunch of advertisers nearly $40 million for this book to get written, but that’s only a tiny part of the story. Truth is, Google advertisers have paid over $100 billion in AdWords stupidity tax. Not just many but most Google advertisers - and even a great number of my own students - have not made AdWords pay like it should. Hundreds of thousands of folks have been ‘taken to the cleaners.’ David is on a mission to make that stop.
Most people focus on the clicks of AdWords. David focuses on “Dollars In - Dollars Out” via conversions. He’s wisely built his business around Google’s Conversion Optimizer and he’s always sold final results to his clients. If something’s not going to work, he tells them.
David states something very powerful in this book: “AdWords ALWAYS works. What isn’t working is YOU… your marketing, your landing pages, your Unique Selling Proposition, your economics.” AdWords is the anvil for sales machines. If you’ve got the best sales machine in your business, AdWords will make you more money than it makes anyone else.
This is the world standard in Pay Per Click advertising and will be for the foreseeable future."