Building a business is tough business, even in the on-line world. Unfortunately, as we are looking for resources to help us learn how to grow our businesses on-line, we are faced with an overwhelming number of options and it can be difficult to tell the good from the bad. As a part of the "Net Generation," actively online since about 1994 (but partially on-line since 1990), I have seen a lot of "Net" things come and go. The internet has lowered some barriers to entry for entrepreneurs but also created new learning challenges requiring new skills to remain competitive. I am still learning everyday and have yet to feel even the slightest degree of complacency with it.

One of the common learning challenges to internet-entrepreneurs is that of on-line advertising. In particular, the now ubiquitous pay-per-click (PPC) advertising such as that which Google has popularized is flooded with competition and pitfalls. There are a lot (and I mean a LOT) of publications, e-books, websites and other sources which promise to teach you how PPC works. My experience so far has been that some of those resources are useful and some are total junk often set up only to sell you something. So be careful! I read all of these publications with a healthy degree of skepticism but occasionally find some that are useful and worthwhile.

You can easily spend a lot of money on useless information but you can spend even more on your PPC advertising without getting much if anything in return if you don't know what you are doing. The point is that PPC works, and we need to learn how to make it work for us, but it isn't as simple as putting up and ad and "they will buy" any more than you can just put up a site and expect a million visitors to find it. Advertise without direction and watch your wallet shrink, do it right and watch it grow. It's like anything else, constant learning and applying yourself will pay off.

So how do we learn from good resources while avoiding the pitfalls of the bad? The simple answer is do your research. In my continued pursuit to bring to you tools and information that are worthwhile I'll mention the first of the PPC e-books I've found that have been well worth the cost. I'll preface the rest of this by telling you that I have actually been using the suggestions in this book and it has kept it's promises. "37 AdWords Secrets" by Roger Hall is a collection of (surprise) 37 techniques for improving your Google AdWords performance. Roger is a Google Certified AdWords Professional and his e-book sells for $37 or about $1 per "secret." I have been using the techniques in Roger's book for over a month and have seen the performance of my own AdWords campaigns improve making the book a bargain at that price. Whether you are selling your own stuff or an affiliate marketer selling someone else's product, this book will easily pay for itself. When you buy there are also several follow on bonuses that will come after your purchase which are also quite useful (and free). If you want to try before you buy there is a "5 Secrets" primer which is free and can be found here. If you would like to purchase the full 37 Secrets you can click on the link inside the free "5 Secrets" e-book or download it here.

You don't have to go alone. There are more tools to come but if you do ANY on-line advertising, 37 AdWords Secrets is a great place to start.

Labels: google, online marketing