Monez.com

The Google Massacre Executive Summary
Google Massacre is a 197 page eBook which intends to teach the reader how to use PPC (Pay Per Click) advertising tied to an affiliate product, to create a renewable income stream. Although several PPC schemes are introduced, only Google AdSense is discussed in detail.

The basis of the eBook is a simply acronym – S.C.A.L.P, which stands for Start-up, Conversions & Calculations, Assessment, Leverage and IT IS MISSING! The author does not introduce the final component of the S.C.A.L.P system at all! I firmly suspect the author “borrowed” much of the contents of this book from another source, and simply re-formatted it to fit his S.C.A.L.P method, and then forget to finish it off!
The author begins by introducing the subject of PPC, and does a very good job of a basic definition of what PPC is and how it works; he explains the different forms of keyword targeting and generally gives some good advice. However, he then goes on to present a 16 page walk through of setting up a Google AdWords account, complete with screenshots of every web page, which is a little over the top.
Once the technical aspect of setting up an AdWords account has been covered, the author moves on to selecting an affiliate product to sell, this section is a little weak, although some good advice is given on choosing a product based on the effectiveness of its sales page, although I cannot understand how the author feels he can judge this effectiveness without access to conversion statistics from the owner.
An entire section is presented which deals with writing effective AdWords advertisements, it covers basic advertising techniques such as using keywords that trigger a buying response, avoiding superlatives and other excellent recommendations, a good basic introduction to the do’s and don’ts of writing a PPC advertisement.
Next the author moves on to keyword research, and makes a decent job of explaining this tricky subject. He recommends three useful keyword analyses tools:
Google Keyword Tool - https://adwords.google.com/select/KeywordToolExternal
KeywordSpy - http://www.keywordspy.com/
KeyCompete - http://www.keycompete.com/home.asp
Once the reader is equipped with a background knowledge in PPC, and has been provided with the tools needed to write and deploy an advertising campaign, the author begins to discuss ways to improve conversions by using split testing techniques and scientific method to test, prove and improve the campaign, he gives us two very good resources to help with this tricky task:
SplitTester - http://www.splittester.com/
Clickmuse - http://www.clickmuse.com/
By using these tools, the author shows us how to use dynamic keyword replacement and ad rotation to design, test and build a profitable, high conversion PPC campaign. Before moving on to discuss click costs and ad placements. He details a very good system for making the most of your daily advertising budget, and shows the reader how to achieve top 3 placements as cheaply as possible.
For some reason the author added a very small section about using YouTube video to drive traffic to the landing page, I have no idea why this was included; it seems to fit badly with the rest of the eBook. Although it is included in a section which deals with building landing pages for affiliate products, so it is somewhat relevant.
Readers who have read this far, will by now be able to set up, run and optimise a PPC campaign, using product specific landing pages and the author moves on to the concept of leverage. Firstly the author talks about building an opt-in mailing list, which can be used to market other products, he talks about the concept of a squeeze page, and tells us a little about the types of squeeze pages that can be used. A good introduction to writing an effective sales page is given, along with some practical examples of the kind of page content that has been proven to increase conversions. The author also talks about using articles from the following two sites as partial content of a sales page:
JustArticles – http://www.justarticles.net/
EzineArticles – http://www.ezinearticles.com/
He also introduces the option of hiring a freelancer to write page content for you and gives the following two resources as possible places to find the right person:
Guru – http://www.guru.com/
eLance – http://www.elance.com/
Using a combination of an advanced squeeze page with an opt-in list, a sales focused sales page and an autoresponder, the author describes how we can leverage the most value from our PPC advertising costs. Two autorosponders are presented:
AWebber - http://www.aweber.com/
GetResponse - http://www.getresponse.com/
Up until this point, the eBook is very good at describing some complicated techniques, and explaining the basics of a well leveraged PPC campaign, with a view to achieving maximum profit potential. We have covered the basics of PPC, how to write an effective ad, how to test, tweak and optimise a campaign, how to extract extra value from you clicks by building an opt-in mailing list, and how to use the mailing list going forward to generate more income. I suggest you stop reading the eBook right here, as what follows is very badly written, and discusses some complicated and dubious techniques for finding profitable affiliate products.
Conclusion
Overall this eBook is a very well written guide to the basics of PPC advertising, it also does a very good job of teaching some marketing strategy with regards to ad content, and how to use split testing to prove your campaigns. Extra value is provided by detailing the idea of leverage, and overall the S.C.A.L.P technique seems sound as far as it goes.
The fact that the P part of S.C.A.L.P is missing entirely from the eBook suggests that the course is not complete and we are missing a whole section that would presumably tie everything together in a final way, impossible to tell due to the fact it is missing entirely!
This eBook contains no gold, no new ideas and nothing that cannot be found for free elsewhere on the world wide web. Where it does have some value is in the form of the excellently written explanations of the key topics, as a basic introduction to PPC advertising, for a complete beginner, it would be of value.
If you do buy this book, expect the shelf life to be fairly short, as the information within its pages is already a little out of date, and will become more so as time goes on.

Click here to get the full version

Technorati Tags: executive summary