34 Best Resources for Pay Per Click Advertising (PPC) (Updated for 2017)


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.