Here’s a list of regularly-updated Google Ads resources:
Best Beginners’ Google Ads Books
Because Google Ads changes so often, books are usually out of date before they’re even published. However, I’d highly recommend you read one, just so you’re grounded in the basics.
Currently, the best is probably Perry Marshall’s ‘Ultimate Guide to Google Adwords’ (2017).
It covers all the basics of how to set up an account, do keyword research, create campaigns, write ads, track conversions etc.
It also has some useful info on market research and the direct marketing fundamentals that apply to Adwords.
Best Spying Software
For spying on competitor’s campaigns, I tend to use Spyfu.
If you’re doing this for yourself, get a month’s subscription and get all the info you need.
If you’re in internet marketing – either PPC or SEO – you’ll probably want to use it long-term.
The price is currently $39/month.
If you want something with more functionality, many gurus recommend ispionage – which starts from $59/month.
For over a decade, I’ve been using Aweber to manage my email list. Deliverability is good. It has all the functions I want. The only downside is that their html editor can be a pain to use.
If they fixed that, I’d recommend them unconditionally.
If you’re just getting started with split-testing, you could use Google Optimize.
I’ve used both over the years. They’re both good. If I had a preference, it would be for VWO, but check them both out and make your own choice.
Copywriting Books and courses
If you want to learn how to write effective sales copy, here are the classic books:
How to write a good advertisement – Vic Schwab
Tested advertising methods – John Caples
Scientific Advertising/My life in Advertising – Claude Hopkins
Ogilvy on Advertising – David Ogilvy
The Adweek Copywriting Handbook – Joe Sugarman
Marketing Strategy Books
I’m a real believer in applying direct marketing principles to PPC. So here are a couple of direct marketing strategy books I’d recommend:
Overdeliver – Brian Kurtz
The System Club Letters – Ken McCarthy