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Thursday, February 23, 2006
Receiving a new book called Google Advertising Tools by Harold Davis (O'Reilly, 2006), I eagerly opened it and scoured the contents for advice on how to choose and/or build third-party campaign management systems. Sadly, on issues like dayparting and bidding to position, the book is silent.
Ralph Wilson's review says something similar: "While Davis explains the technical details of AdWords advertising, he presents little in terms of campaign strategy." Beyond that, though, there isn't even much technical advice. It's mostly at the level of technical specifications.
A chapter entirely devoted to "making money from adult sites" seems off topic and a presumptuous waste of time. Dr. Wilson's review politely ignores it.
Although there are bound to be useful bits of guidance for programmers here, the overly broad focus on all things SEM (before getting into the meat of the topic) left little room for addressing the real issues that are facing development teams looking to get the most out of, specifically, the AdWords API, specifically with regard to creating better business fundamentals for the end user of the tool.
Posted by
Andrew Goodman
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D'oh!
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