Books & Review of Pay Per Click Search Engine Marketing Handbook by Boris Morokovich

May 25th

I am a Book Junkie:
My cost of living is generally dirt cheap other than an odd obsession with books. I have book cases full of books (only had about 10 - 20 a year or so ago) and buy them way faster than I read them. Recently I have been trying to read many books to reverse that trend.

Competitive Analysis:
I have been reading a good number about SEO and related topics to see how everyone else writes them, if there are certain graphics I should add, etc.

When I initially wrote my ebook I used no graphics at all because I did not want to create a fluffy image book. As time has passed I have been adding some grahics, as they can be useful and help explain some things better than words.

I keep reading lots of books on marketing and web related stuff because you only need to learn a few things for a book to pay for itself.

Marketing a Book:
A while ago Boris Morokovich offered me a free copy of his Pay Per Click Marketing Search Engine Handbook and I have yet had a chance to read it. He just emailed me again to mention his book, so I glanced through it and am writing my thoughts.

At a glance it looks like it is well written and has some good information about the various engines, history of ppc marketing, ppc & branding, contextual advertising, click fraud, roi tracking, ppc tools and the like.

Again, I have only glanced at it for a few minutes, but a few things I did not like:

  • The general overall view looks solid. Covers lots of stuff.

  • Uses affiliate links. Fine to do that on your site, but I don't like the idea of doing that in a book that is for sale. I used to do that, and did not let it effect my reviews of products, but as I increased the price of my book and it got broader distribution I realized it was not going to be a wise idea to have some people think the book is there to get upsells.
  • Along the lines with using those affiliate links, I thought the book could of - and should have - given far more coverage to Google and Overture, instead of giving similar review sizes to Google AdWords and PageSeeker, which were both part of the top 10 search engines. To me, Google AdWords and Overture are their own group, and then second tier starts after that. PageSeeker might be like 3rd or 4th tier IMHO.
  • I would have also liked lots of information about creating useful profitable campaigns on Google and Overture before even thinking of trying any of the smaller engines.
  • The reviews are short (about 1 page) and list pros and cons and. The cons many times did not state what some of the more important cons were. Examples:
    • If an engine has little to no traffic, then that is a con that should be stated. Don't give an Alexa ranking and expect me to know their level and quality of traffic from that. I mean, I launched a 6 page site about a month ago (spending under $1,000 building it and its tools, and $0 on marketing) which has a better Alexa ranking than some of the reviewed PPC search engines.

    • Why isn't there a mention of poor traffic quality in the LookSmart review? To leave that type of information out and place an affiliate link next to the reviews put the authenticity of the reviews in question.
  • Opinionated reviews are usually worth far more than factual sounding reviews that do not give in depth information about personal experience. Quality customer service does not matter if they get no traffic and have garbage traffic quality. Good or bad ROI and net profits, as personally experienced, should be listed in most of the reviews.

RustyBrick reviewed this book a while ago. Peter who appears to be blogging regularly again yeah! recently did a short review too.

Published: May 25, 2005

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