Research Paper Outline
The design of this book enables a reader to gain as much or as little information as they want due to its organization into chapters. This is also enhanced by the fact that the book does not have continuous chronological flow from chapter to chapter; therefore a reader can skip to any chapter or topic of interest. It can also be used for quick reference purposes due to its design therefore it does not pressurize its readers to master all its content.
Another unique feature of this book that sets it apart from other ad word books is its parallel website that enables the readers to log on and watch video illustrations of complex processes that can be hard to describe on paper and are involved in the ad word marketing campaign. This website can even redirect a reader to a more recent and updated resource that was not present when he was writing this book. This book sets traditional marketing apart from direct marketing, Google Ad words being a form of direct marketing. It insinuates that a business abandons its previous marketing strategies and start from scratch with the Google Ad words.
My favorite chapters in this book are chapter 4, 7 and 10. Chapter 4 gives the reader a very deep understanding of the online market which is quite different from the regular traditional market. It also equips the readers with equipment that enable them not to dive in a dried up lake through the topics on assessing market profitability, feeling the market temperature and eavesdropping at the waterhole. This chapter further gives the reader tips on how to position themselves strategically in the online market so that their ventures can be close to risk free. Chapter 7 enlightens the reader on how to place smart adverts on the suitable websites at the right time so that people do not just click on the adverts for fun and drive costs up, cost being a key factor in ad words. Chapter 10 on the other hand enables the reader entice the potential customers by making them think the ad word is specifically meant for them. This feeling makes the customer associate closely with the respective business.
In conclusion, the only downside I noted about this book is a failure of the author to explain how to combine Google Ad words with the online search engine, although this can be corrected through the parallel website. All in all this is a good read since it promises to help its readers cut down on their marketing expenditure and enhance their online marketing experience. This way the author is also able to market the Google ad words in such an enticing manner that most of the readers will be tempted to try this marketing tool.
Jacobson, H. (2009). Google Adwords for Dummies. 2nd Edition. Wiley Publishing, Inc.