Online marketing is a very competitive business. There are plenty of people who are doing it, but not too many are innovating and applying new techniques in their niches. That’s why those who take the time to learn new skills and apply them to their markets are in with a better chance to top their competitors. It’s one thing to know Google Adwords inside and out. It’s a whole other issue to know how to optimize a campaign, make changes that matter, and try new channels to bring high Adwords CPA’s down.

Online marketers today need to be more well-rounded than ever before. It’s not enough to be just good at one thing anymore. If you happen to be interested in expanding your horizon and mastering the art of search advertising from ground up, here are 3 books you should read to get you started:

Ultimate Guide to Google Ad Words: I don’t like giving people more credit than they are do, but you have to tip your hats to Perry Marshall. He comes up with some of the best training material we have seen on a consistent basis. His Adwords books are classics and keep getting better. If you want to learn Google Adwords once and for all, you should get this book.

Web Analytics 2.0: if you are not a data cruncher, you better start getting into the game. No matter how talented a marketer you are, there are things you can’t figure out without using your Analytics software to its fullest. Web Analytics 2.0 shows you how you can go about optimizing your campaigns and turning your data to actionable information.

The Online Marketing Inside Out: not an online advertising per se, but it is a must read for those who have not tried channels such as social media to bring down their CPA. It does cover ways you can go about advertising and promoting your business online, but it goes beyond that and covers search engines, e-mail marketing, and beyond.

There you have it. 3 books that any marketer should read to hone his/her skills and learn new things to apply to his/her busines.s