Pay-Per-Click Advertising, or PPC, is one of the most effective traffic generation techniques. Advertisers target keywords or demographics in their ads to drive traffic to their websites or apps. They pay a fee each time one of their ads is clicked.
Google AdWords, Bing Ads, and 7Search are three of the major keyword-based PPC advertising platforms. Facebook Advertising is the dominant player for demographic-based PPC.
Since many factors affect the performance of a PPC campaign—products, landing pages, keywords or demographics, ads, images, and bids, PPC is challenging and can be costly.
The following 34 resources can help you overcome the steep learning curve associated with PPC and give you a head start for your next PPC campaign.
Best Books on Google AdWords PPC
Here are my favorite books on Google AdWords PPC:
1. Ultimate Guide to Google AdWords: How to Access 1 Billion People in 10 Minutes, 4th Edition
By Perry Marshall, Mike Rhodes, and Bryan Todd
Online Advertising experts Perry Marshall and Bryan Todd, joined by AdWords and analytics specialist Mike Rhodes, present the fundamentals, techniques, tools, and tricks of Search Engine Advertising that Google should teach you, but doesn't.
This latest edition introduces revised, expanded, and new chapters covering Google Enhanced Campaigns, Google AdWords Express, and Google's Product Listing Ads, as well as an introduction to Google's Universal Analytics.
You'll discover how to:
Master Enhanced Campaigns, Google Shopping Campaigns, and Google Analytics
Implement online advertising bid strategies that keep you on budget
Triple your traffic with Google AdWords Display Network
Profit using local PPC advertising
Corner the second largest search engine with YouTube ads
Avoid costly mistakes made by most people in Pay Per Click advertising
Chisel your way into tough markets
Write killer internet advertising - and website copy that gets clicks
Determine what is and isn't working with Google's AdWords
Get Online Lead Generation that runs 24/7/365
Know the principles that are essential to get Google AdWords Certification
2. Google AdWords Gotchas
By Jason McDonald
You may be wasting money - a lot of money - right now by hidden 'gotchas' inside of AdWords. Gotchas are mistakes, errors, and omissions that lurk within the AdWords interface, often tripping up novice advertisers and causing them to waste money needlessly.
This book will teach you how to avoid the five hidden Gotchas of Google Adwords namely -
Keyword Match Types - the difference among exact, phrase, broad, modified broad, and negative keyword match types as well as the danger of the broad match type itself.
The Display Network - why the Display Network should be generally avoided, even though it is the default setting on Google AdWords.
Enhanced Campaigns - Google's new 'Enhanced Campaigns' enhanced Google's revenue, often to the detriment of the novice advertiser.
Poorly Written Ads - ads should attract customers and repel tire-kickers, despite the impact that may have on your so-called Quality Score
Failure to Consider Alternatives - AdWords is not the only option you should consider, whether your options are SEO (Search Engine Optimization), email marketing, advertising on Bing Ads, YouTube, Facebook, or LinkedIn.
3. Advanced Google AdWords, 3rd Edition
By Brad Geddes
This is a comprehensive guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics.
The third edition features more than 200 pages of new material, updates, and has been completely revised to cover all the changes to Google's system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates.
Expert author and speaker, Brad Geddes, gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you'll:
Discover how to craft winning ads
Explore advanced PPC campaign optimization techniques Learn how to increase your quality scores
Explore the intricacies of the Display Network and remarketing
Learn how to use the AdWords Editor to easily scale your account by creating thousands of keywords and ads
Utilize advanced bidding strategies
Understand how to best organize and manage an AdWords account
Learn how to successfully test everything from landing pages to ads
The book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns.
Advanced Google AdWords is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case studies, making it the ultimate step-by-step guide for developing advanced AdWords expertise.
4. Ultimate Guide to Pay-Per-Click Advertising, 2nd Edition
By Richard Stokes
In this book, Richard Stokes, founder of digital intelligence firm AdGooroo, teaches you how to drive more traffic to your site, increase click-through rates, steal impressions from competitors, boost your conversions, and increase your sales using Pay-Per-Click Advertising (PPC).
The book also discusses how to deal with a number of revolutionary changes in paid search:
First, we are increasingly searching from our cell phones rather than desktop computers.
Second, Google is no longer the only game in town. Bing now accounts for 30 percent of all U.S. searches.
Finally, "search extensions" have become a powerful new technique you can use to collect phone numbers and email addresses with your ads, limit your ads to certain times of day, deliver coupons to nearby customers, and even provide handy "call me" buttons that are displayed only on cell phones.
Best Books on Facebook Advertising
I recommend the following two books on Facebook Advertising:
1. Ultimate Guide to Facebook Advertising
By Perry Marshall, Keith Krance, and Thomas Meloche
Perry Marshall, author of Ultimate Guide to Google AdWords, joined by Facebook Advertising specialists Keith Krance and Thomas Meloche, lift the curtain to the more than a billion potential customers, by marketing on Facebook.
In this book, you'll discover how to pinpoint your most profitable audiences--then, how to reach them, convert them, and keep them as your Facebook fan, friend, and customer for life.
In this easy Facebook guide, discover how to:
Build your business on Facebook
Create a campaign and find new customers in minutes
Get local customers to visit your store or event
Gain expertise on Social Media Advertising, so you generate sales leads on demand
Profile your audience using Facebook Graph Search and Ad Manager
Create the perfect bidding strategy for your objectives and budget
Hyper-target your audience with segment-specific ads
Track and follow leads and customers
Achieve measurable profits while you inform and entertain your fans
Avoid ad fatigue with the perfect Newsfeed Ad
2. Facebook Marketing Like I'm 5
By Peg Samuel and Matthew Capala
Facebook Marketing Like I’m 5 takes you through the strategic process of designing, building and maintaining an optimal Facebook business presence. You will learn how to attract new customers, by building a magnetic Facebook community around your own unique brand of content. You’ll learn how to gather not just Likes - but the right kind of Likes - that can move your business ahead and bring you profits.
This book features dozens of free tools; step-by-step guides; ‘under-the-hood’ tricks, real-world case studies, and examples of successful (and not so successful) big and small business Facebook strategies.
This book will show you how to:
Choose the right Facebook settings for your business
Use actionable worksheets and templates to develop and execute your Facebook marketing plan
Choose which free marketing plugins, apps, and CTAs to use
Optimize your Facebook profile and content
Boost your organic engagement
Identify the right advertising tools for your business
Build targeted user profiles
Use Facebook’s Ad Manager
Attract fans to your content
Get new Likes and convert them into leads
Track and measure success
Use Facebook Custom Audiences for hyper-targeting and remarketing
Avoid common Facebook marketing mistakes and pitfalls
Best Books on Amazon PPC
I could only find one good book on Amazon PPC.
PPC Strategies for Amazon Sellers
By E. Brooke
This book explains the Amazon Pay Per Click (PPC) advertising system, also called Sponsored Ads. It walks you through setting up your first automatic campaign, and then gives you tips for building keyword lists for your more targeted manual ad campaigns. It also explores all the different Advertising Reports and detailed tips on how to read them and and use the data in your business.
Highly recommended if you are an Amazon FBA or FBM merchant.
Best Blogs on PPC
If you want the latest scoop about PPC, here are the industry's best blogs about PPC:
TIP: It's difficult to follow many blogs at once. You can use a feed aggregation tool such as Feedly, Inoreader, AOL Reader, Digg Reader, CommaFeed, or NewsBlur to manage your blog RSS subscriptions. This way you only have to visit one place to get the updates from all of the blogs you are following.
Best Free Training for PPC
If you believe that all education should be free, then these are the best training resources for PPC:
Best Paid Training for PPC
The following are the best paid PPC training programs: