Library Journal
Greenberg (human relations & psychology, NYU; founder, president, & CEO, Caliper) and Sweeney (executive vice-president, Caliper) share insights from 50 talented individuals whom they define as successful. That most of them are not celebrities should increase the likelihood of a connection with readers. These individuals have made their mark in business, politics, the arts, global affairs, and sports by focusing on their strengths, exhibiting a keen sense of self-awareness, a willingness to take risks, and a love of what they do. Following a poignant story of Greenberg's overcoming blindness at age nine and a summary of the characteristics of success, the authors take readers through the meat of the material, concise narratives on the highlighted individuals and on what they do best. The self-assessment tool included here will challenge readers with soul-wrenching questions about their own beliefs, motivations, strengths, and limitations. This title provides more pragmatic advice on success than can be found in Ram Charan's Know-How, Karen L. Otazo's The Truth About Being a Leader, or Spencer Johnson's Who Moved My Cheese? and will strongly appeal to fans of Stephen Covey's The Seven Habits of Highly Effective People. Highly recommended for self-development collections in both public and academic libraries.-Dale Farris, Groves, TX Copyright 2006 Reed Business Information.
Soundview Executive Book Summaries
Keys To Cracking The Code
Joel Comm is an Internet entrepreneur who used Google’s AdSense to ultimately generate more than $600 per day in income. In this book, he reveals "the secrets of the AdSense Code." AdSense, according to Google, "delivers relevant text and image ads that are precisely targeted to your site and your site content."
The three primary ways to increase revenue from AdSense, says Comm, are: tweak the ads that appear on your Web site for maximum appeal, optimize your Web site for "content relevance" and track visitor response.
Comm spends numerous chapters on ways to improve the ads that are served up by Google. Many Web publishers accept Google’s default settings, and they are losing income as a result. Comm has proven that controlling the appearance and placement of AdSense ads can increase click-through rates and revenue. He says that, generally, ads should not look like ads, but rather become "an integral part of your content."
Ad placement on the page is also a critical success component. Comm provides helpful guidance in Web-page design and layout, using illustrations to demonstrate proper placement. Comm also discusses little-known strategies, such as "controlling" ads with various techniques, among them, keyword placement, section targeting and the "advertise on this site" feature.
Content Is Still King
A fundamental concept in The AdSense Code is building relevant content. Because AdSense ads are contextual, the ads work better when a Web site’s content is strong. Comm addresses ways to improve content, including the use of volunteer writers, shared content and public domain content.
He suggests creating an e-mail newsletter to drive repeat visitors to Web site pages and thus capitalize on AdSense. Comm also discusses some newer developments, such as blogs and RSS (really simple syndication) feeds.
The Value of Tracking
While you can tweak AdSense ads and build strong Web-site content, Comm says you are missing the opportunity for maximum revenue if you are not tracking results. He explains how to use Google’s own tracking feature - "Channels" - to track ads on specific domain names or to group ads according to various key criteria. Comm suggests using external tracking software to get insight into your server logs and visitor behavior. Tracking results allows you to understand what’s working, what’s not working and "zero in on ads that make you the most money."
Comm provides readers with access to two tools designed to analyze AdSense information - AdSense Detective and AdSense Buddy. He was involved in the production of both these tools and claims they are invaluable for analyzing AdSense statistics. Comm addresses several additional issues that can impact the income a Web publisher might receive from AdSense.
For example, he discusses Google’s "Smart Pricing" policy that adjusts an advertiser’s price based on sales. He talks about how to make AdSense work with Internet forums, message boards and discussion groups. Comm suggests using WorkTracker to compare the number of searches that visitors are making for each keyword with the number of sites that target the particular keyword. This tool, says Comm, will help you increase the click-through rate of ads you buy, as well as improve the chances that visitors will click on the ads on your Web-site page.
Comm includes a chapter of advice for new Web publishers: "What to Do Before You Apply to Google AdSense." He provides a brief overview of other contextual ad programs, offers advice on search engine optimization, provides several tips for generating Web traffic and includes a chapter on "AdSense No-Nos." Closing the book, Comm provides his readers with a number of case studies, as well as a Web site that includes numerous other case studies and resources.
Why We Like This Book
The AdSense Code is a comprehensive, detailed guide describing how to take Google’s AdSense to the next level. Joel Comm focuses not on the technology itself, but rather on how to use it to generate increased income. Comm liberally shares his own experience, offering a plethora of strategies, techniques and tips for success. He provides specific examples and offers battle-tested advice to anyone who wants to get the most out of AdSense ads. The book delivers on its promise to "unlock the secrets" of AdSense. Copyright © 2006 Soundview Executive Book Summaries
