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Quality Score in High Resolution, by Craig Danuloff
Download Quality Score in High Resolution, by Craig Danuloff
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About the Author
Craig Danuloff is Founder and President of ClickEquations Inc. developer of the ClickEquations paid search management platform. Since 2004 he has been a respected strategist, writer, and speaker working with companies in the Fortune 100, Internet Retailer 100, and presenting at conferences across the United States and Europe. Craig was Founder and CEO of iCat Corporation, an early leading ecommerce software provider which was acquired by Intel Corp. Earlier in his career he spent two years as President of an early-stage venture fund, worked in Business Development at Aldus Corporation, and founded one of the first desktop publishing service bureaus in the U.S. Craig is the author of over 20 best-selling computer books. He is a graduate of the University of Colorado Leeds School of Business.
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Product details
Paperback: 226 pages
Publisher: Potato Creek Books (June 1, 2011)
Language: English
ISBN-10: 0615479383
ISBN-13: 978-0615479385
Product Dimensions:
6.1 x 0.5 x 9.2 inches
Shipping Weight: 14.7 ounces (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
5 customer reviews
Amazon Best Sellers Rank:
#712,555 in Books (See Top 100 in Books)
I'm a Google qualified AdWords professional who did the training at Google's Sydney office and who works as SEO/SEM but this book is so detailed and interesting that I finished reading it in two days. I couldn't stop reading because there was always something new, something interesting in the following chapter.I describes the many CTR and QS values and how these affect the averaged, visible QS and what impact these values have on the campaign/ad group/ad and keyword level performance. Probably I have to read it a few more times in order to fully understand all the details and guidelines but it is worth reading.It isn't cheap but it's a great investment if you work in the SEM industry and interested in improving your knowledge.The book is easy to read and understand if you know the basics and it isn't too long either, so you can read it quite quickly.
I was introduced to the book through a colleague at work who had attended one of Craig Danuloff's speaking sessions at one of the internet marketing conferences. As a pay-per-click (PPC) manager, I understood the fundamentals in campaign structuring, bidding strategies, etc., but found the author's insight into how Google Adword's Quality Score fascinating. In the book, Craig reintroduces several points that would prompt any seasoned PPC advertiser to take pause and re-evaluate their campaigns.The information in the book was well articulated with great analogies to present what might otherwise be complicated, almost abstract concepts into simple terms. I especially liked how Craig presented some concrete, actionable items that any advertisers could utilize as part of a PPC "Health Checkup". The length allowed me to finish the book easily in a weekend while indexing pages and jotting down notes.In summary: for any Google Adwords PPC advertiser looking to delve into more advanced analytics to optimize their campaigns, this book comes highly recommended.
The book mentions one report which allows you to see which keywords /ad combo works best - that i found very useful, and to be honest i was expecting a lot more of this. But that was the only useful bit of info i got from the book, the rest of the book was how there is a QS for this and a QS for that and at the end of the day everything comes down to CTR.another section in the books asks you to contact the author for a free excel spreadsheet which i did twice and got no response.
In his Quality Score in High Resolution, Craig Danuloff succeeds in revealing many best practices for Quality Score management, which is one of the most underutilized and most important aspects of PPC. The writing is extremely clear and interesting and I believe any SEM manager who takes themselves seriously should buy this book, read it, and then read it again. You will learn what quality score affects and what affects quality score, what Google thinks relevance means, best practices for day-today QS management and much more. With its strong and personable writing, this book is a very quick read.
This new book is an absolut MUST-READ! I'm in the business of SEM for quite some years and have read lots of books, blogpost and e-books. Hardly anything caught my attention.With this book although i got a new perspective on Google Adwords, now absolutely realizing that quality score is the one metric that makes or breaks profits. With easy step-by-step instructions and brilliant blueprints on how to analyze accounts it should be way easier to achive outstanding results, even with long-optimized accounts. Everything written in the book is based either on the official Google Adwords Help (which can be quite hard to dissect sometime!), when results are based on experiments this is clearly stated.After reading the book i feel the imminent urge to test even more and not to be satisfied with an account with less than 70% of QF7 keys!
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