Blatant Pluggery: The PPC E-books you gotta buy

Ian Lurie

I am biased here. I’m writing a review of a PPC ebook that one of my own staff wrote. You might think that that means I’ll give her a glowing review.

Wrong. I’m biased towards ripping teammates’ writing apart. I edit. I niggle. I ask for changes. I rewrite stuff. When the author is within reach, they may get kicked. I’m downright harsh. So yeah, I’m biased. The fact that I’m saying these books are good means they’ve met the Ian Stamp of Neurotic Approval.

PPC ebook

Carrying on…

Elizabeth Marsten, Director of Search at Portent, just finished this two e-book series about PPC for small business. It taught me a few things.

If you’re going to understand the niftiness of these books, though, I have to start with the story of the author.

About Elizabeth

We hired Elizabeth 4 or so years ago. When we hired her, we mentioned ‘pay per click’ marketing to her. But over the phone she thought my COO had said ‘paper clip marketing’. So she spent a day before coming in for her interview trying to figure out what the hell paperclip marketing was.

In spite of that dubious start, she’s gone from an utter PPC neophyte to:

  • Writing the entire PPC section of the Web Marketing All In One Desk Reference for Dummies;
  • Presenting at SMX Advanced on PPC (by the way, I’ve never been accepted to speak at SMX Advanced, so I’m jealous);
  • Directing the entire search team at Portent;
  • Took and passed every certification exam the search engines threw at her;
  • Refereeing intern races at Portent. We take our sports seriously;
  • Striking fear in the hearts of PPC slackers worldwide.

In short, she started clueless about PPC and, in a few years, became a top expert. So she not only knows PPC, she knows how to explain it.

About the books

Here’s the tables of contents for the two books:

Book 1

  1. What is PPC and how does it work?
  2. What should my budget be?
  3. Which product and service to try first
  4. Ready to Start an Account
  1. Which keywords to use
  2. How to determine what terms people are searching
  3. Match types
  4. What match types to apply
  5. Figure out how much to bid
  6. Negative Keywords
  7. What to write in ads
  8. Ready to Start Bidding and Buying
  1. Where to start
  2. Important account settings
  3. How to determine if PPC is working
  4. Where to send visitors
  5. Do you need a PPC specific landing page?
  6. Now What?

Book 2

  1. Troubleshooting
  1. Have you already started or tried PPC but think it’s eating all your money?
  2. Important account settings
  3. Getting more out of your budget.
  4. Expanding Your Account
  1. Advertising on the Content (Display) Network
  1. Adwords Tools and Features
  1. Sitelinks
  2. Product extension ads
  3. Conversion optimizer
  4. Enhanced CPC
  5. Now What?

Just buy it. There’s no risk.

These books are worth it. Yeah, they cost $37 for both, or $23 for one, and in today’s world of cheap, crappy e-books, that seems expensive. But these aren’t cheap, crappy e-books. They’re real, with quality info.

Buy both books for $37

Buy e-book 1 for $23

Buy e-book 2 for $23

And I’ll make you a promise, since I’m the guy running the store: If you buy these books and hate them, e-mail me, mention you read Conversation Marketing and I’ll refund your money.

Other stuff

Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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  1. Damn you Lurie!
    You know I’m going to buy this. You just know it…
    Please send my congrats and best wishes to Elizabeth on this new book. I loved her stuff in the “Dummies” book, and look forward to this edition.

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