Some business books aim to teach you how to take your game to the next level. Others, how to delight your customers and increase profits. Still others coach you on interacting with your peers, boss and other key "stakeholders" who are key to your success. Enchantment: The Art of Changing Hearts, Minds, and Actions by marketing maven and former Apple chief evangelist Guy Kawasaki seeks to offer enlightenment on all these areas, by suggesting that the overall goal for anything you're trying to accomplish is to enchant others. For marketers, this is a compelling notion—maybe even obviou [...]

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Google has long touted how easy it is to create and manage AdWords campaigns. "All that's needed is five minutes and a credit card," says Google's business overview. And if you've actually run your own Google advertising program, you know these claims are true. But there's more to creating a successful search ad campaign than working with a straightforward interface. The Google AdWords platform itself offers a wealth of tools to help you fine-tune your ads for maximum impact and return, and the AdWords help system offers richly detailed information and resources. All good, but if you rea [...]

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Here's a common experience for anyone who sells products and services to businesses. A prospect is moving toward becoming a customer, and then inexplicably becomes unresponsive. Why? B2B buying is not a rational process. That straightforward yet profound conclusion makes reading The BuyerSphere Project by Search Engine Land Just Behave columnist Gord Hotchkiss worthwhile. Other findings from the research multiply the return on time invested. The BuyerShere Project concludes that B2B buying is a decision process driven by the emotions of the people involved. Fear is the principal emotio [...]

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The world of paid search has evolved from "all you need is five minutes and a credit card" to a complex ecosystem with lots of moving parts that and obstacles that can cause serious damage for the unwary. Here's a look at some of the best paid search books published in the past year. A roundup of 2009's best search advertising books Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd edition) by Kevin Lee, with Catherine Seda New Riders, $34.99 ISBN-10: 0-321-49599-3 This was one of the first books about search advertising ever published, making its debut [...]

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Time was when someone asked me to recommend a good book on search marketing, there were only a few available—Search Engine Visibility, by Shari Thurow, Winning Results with Google AdWords, by Andrew Goodman, Search Engine Marketing, Inc., by Mike Moran and Bill Hunt, and a few others. These books have mostly stood up to the test of time (and all have been relatively recently updated with second editions), but search marketing techniques and tactics change quickly, so it's always good to be on the lookout for new publications. This year we've seen a significant increase in the number o [...]

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