Search Advisory

Two of my favorite industry colleagues recently published books, which they asked me to review in advance and provide quotes for.  I highly recommend both books.

Gord Hotchkiss of Enquiro has done groundbreaking work for years in terms of eye tracking/heat mapping on the search engine results pages.  He and his staff spent the past couple of years doing intense research on how B2B buyers make purchases in today’s online world.  The book, The BuyerSphere Project: How Businesses Buy From Businesses in the Digital Marketplace, is available here (and no, I have no financial incentive to recommend it).  Here’s my quote:

“Gord Hotchkiss and the folks at Enquiro are once again educating the rest of us with their groundbreaking research.  ‘The BuyerSphere Project’ is based on decades of authoritative studies from the fields of psychology, neurology, education, the diffusion of innovation, and more.  Gord and his team built on this foundation with their own leading-edge research into how B2B buyers actually make purchases in today’s digital world, proving that it’s not the tidy, linear process we marketers wish it was.  This compelling and accessible book ends with tactical recommendations that vendors can implement in order to increase their sales closing rate.  It’s a must-read for anyone in B2B marketing or sales.”

Another one of my favorite people is Brad Geddes of bg Theory LLC.  Brad is scary-smart when it comes to all things pay-per-click, and every time I hear him speak, I learn something.  His book, Advanced Google AdWords, is featured here (again, I have no financial incentive to recommend it).  My quote:

“Brad Geddes has a knack for translating complex concepts into easy-to-understand information.  I’ve heard Brad speak many times over the years and always send my staff to his ‘Seminars for Success.’  I’m thrilled that he’s published a book, which my team can use as a manual on an ongoing basis.  ‘Advanced Google AdWords’ is a superb overview of Google AdWords.  It starts at a beginner level and goes step-by-step through the strategies and tactics for setting up and managing campaigns.  The book also includes plenty of advanced content, even covering topics like Google’s content network, image and video ads, and understanding reporting data.  Specific screen shots and examples are included, which help illustrate each point.  ‘Advanced Google AdWords’ should be required reading for anyone, at any experience level, who’s advertising on AdWords.”

P.S.  In full disclosure, I did get a free copy of both books (I had to in order to read them!).