Brad Geddes / PPC Geek
Official AdWords Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(312) 884-9017
Brad Geddes's Theories on Marketing Advanced Google AdWords: What’s New in the 3rd Edition

Advanced Google AdWords: What’s New in the 3rd Edition

Advanced Google AdWords BookAdvanced Google AdWords is my 657 page book on everything you need to know to run profitable AdWords accounts.

If you haven’t read it or you have only read version 1; then you should read the entire book. However, if you’ve read version 2, then here’s some places to really spend your time reading the 3rd edition based upon the chapter updates. Of course, if there’s a section you never read or need a refresher on; then please read as necessary 🙂

The % new is a rough approximation; and if anything I tried to under estimate the changes to a chapter. This is only for the text; in most chapters the screenshots and images are new.

Chapter 1 – Understanding Search Theory: Minor changes

Chapter 2 – Performing Keyword Research: Some major updates (Match type and ‘variation’ match rewritten); plus minor updates & a new convention for talking about match types in text

Chapter 3 – Keyword Tools: Extracting Valuable Data from Google: 80%+ new (the old keyword tool was retired)

Chapter 4 – Writing Compelling Ads: 50% new – mostly changed around extensions & mobile ads

Chapter 5 – Creating Landing Pages That Convert Searchers into Buyers: Several minor updates

Chapter 6 – Learn Advanced Optimization Techniques: Many minor updates

Chapter 7 – Demystifying Quality Score: Major updates – Roughly 70% is new or completely rewritten

Chapter 8 – Beyond Text: Employing Image, Video, and Mobile Ads: A few major updates (video, mobile, & ad creation tools) and several minor ones

Chapter 9 – Understanding the Display Network: 95% new or totally rewritten

Chapter 10 – Utilizing Advanced Display Network Techniques: 90% new or totally rewritten

Chapter 11 – Advanced Geographic Targeting: 20% totally new and some minor updates

Chapter 12 -Save Time and Scale Accounts with AdWords Editor: Minor updates

Chapter 13 – Devising Profitable Bid Strategies: Roughly 50% new; and its a 66 page chapter; so that’s a lot of content (and the only chapter with a glaring errata need. If you read the chapter and substitute 1-per-click as converted clicks and many-per-click as conversions – then it will make sense with the AdWords UI date).

Chapter 14 – Developing Successful Account Organization Strategies: 35% new with some minor updates

Chapter 15 – Implementing Testing Techniques That Will Increase Profits: A couple new sections with lots of small updates

Chapter 16 – AdWords Reports: Extracting Actionable Information: Several minor updates and small rewrites

Chapter 17 – Step by Step: Creating and Monitoring Your AdWords Account: Many minor updates and small rewrites (and this still serves as a nice reference chapter when building or optimizing campaigns).

Advanced Google AdWords is also available in a Kindle format. You can see some highlights by Kindle users here.

If you enjoy the book – I would appreciate an Amazon review  – we are marketers after all – so we have to ask the reader to do something and state a call to action 🙂 – you can review (or buy) the book here at Amazon.

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  1. Ferguson Ross
    June 5, 2014 at 10:13 am · Reply

    Brad, I read you’re original book over two years ago now. Being my first introduction to PPC, i had to stop after chapter 6 due to my brain melting (‘What the hell is a search and display network??’)

    Two years forward and I’m now managing multiple PPC accounts and driving most growth for our eCommerce store through adwords/bing.

    I’ll be buying your book and leaving an amazon review. Through your mentorship I managed to make a career shift from tax accounting (Boring) to a PPC manager for an adult toy company (Awesome)

    Thanks!

    • brad
      June 5, 2014 at 12:28 pm · Reply

      That’s great – I’m glad you found a much more fun (and dynamic) job 🙂

      Thanks in advance for the review – they are always appreciated!

      -brad

  2. Marko Minka
    June 8, 2014 at 11:26 am · Reply

    Hey Brad,

    Glad to hear the 3rd edition is out. Around 4 years ago your book taught me all PPC 101 stuff, now I manage international multi-million spend accounts. Personally I found your book possibly the most comprehensive Adwords book, very valuable and appreciated.

    • brad
      June 9, 2014 at 9:46 am · Reply

      HI Marko,

      It sounds like you’ve had a fun time expanding your PPC work 🙂

      I’m glad you’ve been finding the book valuable.

      -brad

  3. wma2014
    July 26, 2014 at 2:31 pm · Reply

    Hi Brad,

    One thing I noticed is that the 3rd edition does not have the section on advanced conversion tracking. I was wondering why this has been removed. I can still refer to the 2nd edition, but the terminology for conversion tracking(1 per click, may per click has changed)

    Best Regards
    Liam

    • brad
      July 29, 2014 at 2:46 pm · Reply

      Hi Liam,

      If you substitute one-per-click as ‘converted clicks’ and conversions as ‘many-per-click’ then its the same as the 2nd edition.

      As more companies are using GA (universal, or regular, or premium) to track goals or Google Tag Manager; the advanced goal tracking section was getting to be incredibly long for something that most people don’t need. The process for using the AdWords advanced (variable) tracking techniques are the same as in the 2nd edition.

      Hope you’re enjoying the rest of the book,
      brad

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