The “Secret” Google Slap??
So you are probably familiar with the Google slap and how that’s affected all advertisers across the board. It happened a few years ago and since then, things “recalibrated” - the spammers got ditched, and the honest to good (albeit intelligent) marketer survived. And if you are anywhere in the middle? Well, flip a coin.
I noticed that a few weeks ago, there was ANOTHER Google Slap, this time against those promoting affiliate links (such as through Clickbank). I know because I tried running a PPC campaign that directly drove traffic to a Clickbank link.
“No no” said Google.
Bam, $10.00 minimum bids. I think Google’s on to me, some Google advertisers are able to get away with it while others (such as myself) are not. No worries. The simple solution is to buy a domain at ~$9 a pop and have that do a “URL frame” to the Clickbank affiliate link. Problem solved.
The only question is… I wonder how long it’ll take before Google Slaps THAT also. Only time will tell.
Split Testing Like Crazy
Okay… This one reads like a SAT Math Question.
(But don’t worry, it’s not hard.)
Pop quiz hot shot!
Bob and his brother Jerome areco-owners of a retail store specialize in Widget. Just recently, they each came up with a new packaging design for their beloved Widget (in case you didn’t know, packaging has a significant impact on how well a product sells) and both swear by their new designs.
Being the competitive types, Bob and Jerome got into a heated argument about whose design is better and therefore should be used for the packaging of their Widget.
Bob claims that the color he chose is brighter and therefore will attract more attention while Jerome claims that his design is transparent which will attract more interest. It became such a big deal and for days they couldn’t settle it that instead of letting it get in the way of their brotherhood and hurt their relationship, they decided to call upon their mom to decide.
What do you think is the logical choice for her mom to make:
- Bob’s
- Jerome’s
The Answer
If you said a. Bob’s, I hate to tell ya but you are wrong.
And if you said b. Jerome’s, you are also wrong…
See, the answer isn’t that simple. As a matter of fact, the answer isn’t even dependent on Bob, Jerome, OR their mom!
The answer actually depends on their market - and the answer is simply this…
Let their market tell them what works better. Run a split-test where on one shelf the customers will find Widget in bright packaging while on the shelf immediately adjacent they will find Widget in transparent packaging.
And at the end of each day, take heed of which one sells better. And that becomes the answer.
Lesson #1:You let your market decide for you rather than just second guessing. What you might think would sell better may oftentimes turn out to be dead wrong. And when you turn out to be dead wrong, you lose money. Period. |
Split Testing in AdWords
You need to practice this very same concept of split testing in your AdWords campaign. You have to constantly tweak your campaign and let the market tell you which ad performs best, which keywords gets you the more relevant reader, which URL attracts the most active buyers etc.
Split testing in AdWords encompasses many factors on various levels.
And it is most easily done on the ad level - trying it figure out what ad gets you the most relevant click. This is done so through adding more than one ad per ad group and making sure your “Ad Serving” option is set to “Rotate” (found in “Campaign Settings”).
Then going to your ad groups and adding in more than one “Ad Variation” (write another ad).
Lesson #2:Start by split testing your ads, this is often the easiest place to start since AdWords itself offers tracking of your ads’ CTR. Just be sure to change your “Ad Serving” to “Rotate“. |
Some factors you want to split test on the ad level include, but are not limited, to the following:
- Titlecasing (would it improve your CTR if you capitalized all the important words?)
- Adding in symbols such as quotes, ©, …, !, ?, etc.
- Change your punctuation marks (have a comma instead of a dash, etc.)
- Changing your URL (what if you add an extra “/Keyword” to your display URL such as going from www.YourWebsite.com to www.YourWebsite.com/Widget)
- Changing up the theme of your ad (perhaps go from focusing on the pain to focusing on the benefit)
- Change the tone of your ad (be more “in your face” as opposed to being passive)
The list goes on… Once you made your changes, let your ads run side by side for a bit and observe the discrepancies in click thru rates. Dump whichever got the lower CTR over a period of time/number of clicks, take note of it, and make a new split test against the winning ad.
Always try to outdo yourself, this is the secret to getting high conversions - letting the market tell YOU what works.
(Now… if you want to abide by the concept of “standing on the shoulder of giants”, you can get a head-start by checking out 43 PROVEN split-tests with results you can implement right away, click here.)
Lesson #3:Always be split testing and trying to “beat” your best. This is how you get better and become the most efficienty and effective AdWords marketer you can be. You can get a head-start with your split testing by checking out these killer 43 split test results: |
More AdWords Split Tests
Split testing also goes beyond just on the ad level. For example, you can split rest from a settings perspective. These factors include, but are not limited, to the following:
- Geographical location (are the English speak population in Australia as prone to buying your product?)
- Day, night, all day of advertising (should you run your campaign ONLY during the day, night, or run it all day?)
- Weekday/weekend (what about running your ads on the weekdays versus the weekends?)
- Position (would you save money if you opted for going for a lower ranking ad such as at positions 4 through 7 or would it make more sense to be # 1 through 3?)
- Broad, phrase, exact matching, or all three types (which match type of a keyword is profitable?)
- Standard versus accelerated (you have the option of spreading out your ads throughout the day depending on your budget or have them show up as often as possible… which one nets you the most profit?)
- Negative words (what negative words will have a positive impact on your campaign?)
I’ve listed just a few of the split tests you can possibly do to fine tune your campaign and let your market tell you what’s your best marketing piece. These split tests are on more of a campaign level and aren’t as easy to test as testing for the best ad, but they are still well worth testing - you just have to get a bit more creative in setting up the test.
Lesson #4:Split testing goes beyond just the ad level. Look to the campaign level also. |
So when it comes to testing your campaigns and ads, don’t pull a Bob and Jerome…
Leave your mom out of it.
To the Top,
 |
| Lawrence Talent |
Google AdWords Editor Crashing?
As you may know… Google AdWords Editor is a killer app created by Google that makes it so simple for you to edit your AdWords campaign. However, it seems Google likes to keep it as an AdWords secret since it’s not very widely promoted (if at all) by Google.
Anyway… I’ve been using it for a long time now and just recently it’s been crashing on me whenever I try to start it. It says it’s crashing my Windows Vista Explorer, is that happening to you too?
Writing PPC Ads
Headline
To start off, you always want to use the keyword you are bidding on in your headline. Since Google will Bold font the keyword, your ad will stand out more and will appear more relevant to the reader.
A short cut you can take in creating your headlines is to take the top 10 competitor’s ads and copy their headlines. This might seem unintuitive because you may be thinking that you want to stand out from the crowd. Well, through my own testing of various types of ads I’ve noticed that readers will sometimes associate the language of your ad to credibility.
So if your ad is kind of gimmicky, that may attract a few clicks from the curious but is likely to result in low quality traffic. This doesn’t mean you can’t test out a few gimmicky headlines, but baseline your testing first with something more professional. Then split test some more original ads (this holds true even in “adwords overture“).
Another reason why you may want to copy competitor headlines is because it’s very likely that they have tested their ads already. You want to benefit as much as possible from any testing they have already done in that market.
Lesson #1:Ensure your keywords are in your headline . Rip off of your top competitor’s headlines |
Descriptions
After the headline, you have 2 description lines available, each with 35 allowable characters. There’s a real art in being able to write a clear and concise message within these 2 lines.
The first thing you need to understand is the difference between benefits and features. A benefit describes the results available for the reader if they click on your ad. A feature would be similar to specifications, characteristics or details about the product or service. For a more in depth description check out Feature vs. Benefit.
For example, features of a desktop computer system are: 2 Gigs of memory, processor speed (3 Giga-hertz), Windows operating system, 250 Gig hardrive, etc. Benefits associated with such a computer system would be: increase in productivity, get work done in half the time, saving time, easy to use, the convenience of having everything stored on your big hardrive, etc.
Once you are clear as to what a benefit and a feature is, you are ready to write your description.
There are a few formulas people use which will help give you a starting point.
Formula #1 – Only Benefits
Your description should only talk about the benefits of what you’re offering. The advantage of this is that it create desire in the reader’s mind. And since you are leaving out the features, it creates a little bit of mystery and the reader will want to figure out how getting the said benefits is possible.
The disadvantage is you might get less qualified visitors to your site, since some people may just be curious.
Example:
Looking for {KeyWord}?
Learn How To Get Your Leads to Pay
For Your Ads, Even If They Don’t Buy
www.AttractionMarketingFormula.com
Formula #2 – Benefits on 1st Line, Features/Offer 2nd Line
This type of ad sets up the expectation of what they will be receiving with a beneficial result in store for them. Usually, you want to start with a stated benefit, then state how they will receive this benefit.
The advantage to this is this type of ad will create higher quality clicks, but may result in a lower CTR.
Looking for {KeyWord}?
Get Your Leads to Pay for Your Ads.
Free Report Shows You How.
www.AttractionMarketingFormula.com
Lesson #2:Some pointers for writing your description are:
|
Display URL
Lesson #3:
Test the display URL with “www” and without (i.e. www.AttractionMarketingFormula.com or AttractionMarketingFormula.com ) |
Destination URL
Not much to discuss here, other than make sure your display URL’s domain is the same as your destination URL’s domain. Discrepancies will result in a Google Slap.
For tracking and testing purposes, you can use ‘insert’ functions to carry important data over to your website.
For example, you can use the {keyword} function at the end of your URL to pass the searched for keyword to your website, where your PHP or Javascript page will be able to grab and store that keyword for tracking.
i.e. http://www.attractionmarketingformula.com?google={keyword}
When the user arrives at your site after clicking on your ad and for the sake of this example was searching for “google adwords”, then the destination URL will read:
http://www.attractionmarketingformula.com?google=google20%adwords
You then have the ability to call the “google” variable using PHP or Javascript and store it however you want.
Lesson #4:There are other insert functions, which are available to you. See the ‘help’ section under Google AdWords for more details. You can use these functions to help you in tracking your campaign. |
There should be plenty of information here to get you started on your first few ads for your campaign. Next time we’ll cover a critical piece of the Google AdWords puzzle that will separate you from AdWords mediocrity - “split testing”.
To Your AdWords Domination,
|
| Lawrence Talent |
How to Write Killer Ads
How To Write Traffic Sucking PPC Ads
You, like everyone else in this country, are inundated with piles of junk mail everyday - from the small local business to the large corporations - they are all using the US Mail soliciting for your business.
For the most part, this is a nuisance and only serves to kill off the rain forest. But once in a while, a particular mail piece will catch your attention and cause you to take action.
This action could be any or all of the following:
- Opening the envelope
- Reading the content of the envelope
- Visiting a website to learn more about the offer
- Calling a 800 number
- If the piece is a coupon, visiting the business to take advantage of the offer
- Purchasing a product
… among many other possibilities.
Have you ever wondered why certain mail pieces compel people to take any of the above actions, while others are thrown in the trash unopened? Why do they even bother sending you stuff if they are only going to waste money?
Did you ever find yourself being pulled in by a Real Estate piece offering an irresistible refinance deal so you can pay off your debt and lower your mortgage payment at the same time?
What about the cheap postcards with the JC Penny picture of a real estate agent you’ve never met? Why are you so quick to dump those?
Well, the answer lies in the copywriting – this includes what’s written on the envelope, as well as the content of the letter inside. You can view Google AdWords copy as analogous to the writing on the outside of the envelope.
With an envelope, what you write on the outside will be the difference between someone dumping the envelope unopened and that person taking a step towards the sale.
Lesson #1:In AdWords, having good ad copy is the difference between your ideal customer clicking on your ad, to be taken to your website, and completely missing out on your offer and lowering your Click-Through-Rate (CTR). |
How High Click-Through-Rates Lower Your Advertising Expenses
Like any other business and contrary to the beliefs of many of its loyal socialist followers, Google’s primary goal is to make money – lots of money! And they’ve been very successful at taking over a good chunk of the internet real estate market.
And one way they did it is by giving the public what they want, which includes relevant listings – both organic and sponsored. Naturally when your AdWords copy is relevant to the keyword you are bidding on, your CTR will go up.
If your CTR is high, Google wants you to beat out the rest of the ads because more clicks translates to more money for them. So what they will do is lower your Cost-per-Click (CPC) and raise your rankings on the listings so you can be more prominent on the sponsored listings.
It is actually possible for someone ranked at #1 of the sponsored links results, to be paying less per click than someone ranked at #6. Why you ask?
Well, because 100 clicks at $0.15 cents per click, is better than 50 clicks at $0.25 cents per click over the same volume of searches.
Lesson #2:You can’t simply buy your way to the top of Google AdWords – or at least not without going broke. You have to make a real effort at serving the best interest of the searcher, which will translate to more conversions at a lower cost per sale for you and more money for Google. Win-Win! |
Discover the Power of Relevancy in Your Ads
As we discussed in the previous newsletter, Google prefers tightly organized Ad Groups, because it demonstrates to them that you are making a real effort at being relevant and organized with your campaigns.
Methods we discussed were: a) one-keyword per ad group, b) the 3 match-types of one keyword per ad group c) campaigns organized by match-type & d) simply limiting the number of relevant keywords under one ad group to less than 9.
Another technique, which will help boost your CTR and quality score with Google is using the actual keyword you are bidding on within your actual ad. Google will use bold font on the keyword, which was searched for in both organic and sponsored listings. The bold will attract more clicks, therefore increasing your CTR. Always try to include the keyword you are bidding on, in your ad if possible.
Lesson #3:Include your keyword in your ad. |
Auto-Insert {KeyWord:}
If you use the auto-insert code {KeyWord:<default keyword>} within your ad, Google will automatically insert the keyword which was searched in that part of your ad. However, Google will not reward you for performance if you do this, so your CPC will probably not go down.
The advantage to using this would be for testing purposes. Using auto-insert, you can see which keywords in your list perform well then use the “peel and stick” method for that keyword – meaning create a custom ad group and ad for that keyword, using the practices described in this article, without using auto-insert. This will result in Google rewarding your for performance and lowering your CPC.
Lesson #4:Use KeyWord:<default keyword> sparingly and to split test. |
Secret Google Ninja Tool
A great tool to make this organization job a bit easier is to use AdWords Editor. AdWords Editor is a NOT widely known piece of desktop software, which Google created to make AdWords management easier. The power in this tool lies in your ability to quickly modify and upload campaigns in BULK.
Lesson #4:You can download AdWords Editor for free at: http://www.google.com/adwordseditor |
This is it for now, next time, we’ll get down to the nitty gritty details of creating an ad that will stand out from the rest of the crowd! See you next time.
To Your AdWords Domination,
|
| Lawrence Talent |
How to Organize Your PPC Campaign
Remember when you were a kid and your mom would tell you to organize your desk?
And remember how you thought it was the harshest torture ever and absolutely refused to do it?
You’d kick and whine until you had absolutely no choice (or if you had a mom who gave in way too easily and would end up doing it for you).
Well, it’s time to get over it and start organizing your life again – starting with Google AdWords.
If you want to stay alive and be efficient in Google AdWords, organization is a must. And we are here to help you.
Some questions that you may have could be:
- Wouldn’t it take a long time?
- What are the benefits of being organized?
- Why would it matter?
- Better yet, why should I care?
- What’s the alternative? What’s easiest?
These are all valid questions so let’s dive right in.
First, the alternative to organizing is disorganization. How’s that working out for you in life? Not too good, huh? Well, AdWords is no different. =]
Google Keyword Dump
See, what a lot of rookies do is they gather a list of hundreds if not thousands of keywords that are somehow related to your business (or not) and toss them all in one campaign under one AdGroup and under the same generic ad.
This is what we’ll call - “keyword dump” and what Google calls “bugger off”.
As you’ll learn later in the AdWords Seduction Newsletter series, Google will “Google Slap” you to heck and back – which simply means, your campaign will disappear as quickly as it went up.
So aside from avoid getting shut down by Google, other benefits of a well organized campaign include:
- Making it easy to turn off unprofitable keyword sources – which will trim the fat from your advertising and put more money in your pocket.
- Making it easy to track the results of your keywords – which will allow you to break down conversion rates, so you can see exactly how much money each ad and keyword is making you.
- Making it possible for your ads to be more relevant and focused (on the keyword level) - which seduces Google into lowering your cost per click.
Lesson #1:The bottom line is, being organized increases revenue while reducing cost, which means more profits for you. So while organizing your campaigns in tightly grouped AdGroups takes a little extra work, your business checking account will thank you for it. |
Get Organized - How To Lower Ad Cost and Increase Profits
With that said, let’s take a look at how you get organized.
It’s actually very simple really: you segregate your keywords into relevant groups. And each adgroup should be based around one keyword and as soon as one of your keywords deviates from that, create a new adgroup for it.
As we suggested to you in the last newsletter, you start with lateral keywords and think of as many as you can that are relevant to your campaign. These core keywords would form individual adgroups independent of each other.
Then within each adgroup, you would go into more depth coming up with more keywords that are closely related to that original keyword.
For example, let’s say you are creating a campaign for a martial art school and one of your core keyword is “grappling”. You create an adgroup called grappling and add keywords such as “best grappling”, “useful grappling”, “grappling martial art”, etc. Notice that each keyword contains the core keyword.
Let’s also assume that while conjuring keywords for grappling, you get inspired and comes up with the keyword “jiu jitsu” – a popular form of grappling martial art. You would identify this keyword as a separate adgroup of its own despite it’s close relations to “grappling”.
This is because “jiu jitsu” does not contain the core keyword “grappling” in it.
Lesson #2:One option for organization is creating one campaign with multiple ad groups and each adgroup containing a handful of tightly related keywords. |
NOTE: We recommend you having as few keywords per adgroup as possible – to the point of having only one keyword per adgroup or perhaps only the 3 match-types of that same keyword – broad, phrase, and exact match.
Geo-Targeting Your Customers
You can take a step further and organize it on the campaign level.
The only reason I could see you using more than one campaign to have geographically-targeted ads.
Google gives you the capability to limit the geographic are where your ads will be showing. For example, let’s say you manufacture flip-flops and umbrellas. You would prefer to target the Seattle market with the umbrellas and the Los Angeles market with the flip-flops.
Lesson #3:Google allows multiple campaigns - but for simplicity’s sake, keep to one campaign unless you have a very good reason to do otherwise (such as geo-targeting or using the strategy to mentioned below. |
Three Match-Type Based Campaigns
Finally, another powerful way you can organize your campaigns is to have three campaigns with each campaign being dedicated to one form of keyword match-type – broad, phrase, and exact.
And within each campaign you would have multiple adgroups with each adgroup containing only one keyword.
You can also do this via having one campaign with each adgroup dedicated to one keyword but of all three different match types.
Lesson #4:Don’t forget to utilize the different match types Google offers. Whatever option of organization you choose - remember to keep your adgroups tightly correlated and keep the number of keywords per adgroup down. |
However you decided to do it is ultimately up to you – just remember this adage no matter which route you choose: don’t get lazy.
To Your AdWords Domination,
|
| Lawrence Talent |
P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!
Picking Your AdWords Keywords
Last time we covered a few keyword selection tips to get you started. Today, we will continue discussing keyword selection strategies that will elevate your AdWords game dramatically.
Let’s get to it!
Pick Lateral Keyword Topics
Now… just because you have thought up of some keywords that you think are super powerful doesn’t mean that they will be. Some factors that will go into determining if you should bid on those keywords include:
- Relevancy of the keyword to your product
- Amount of competition
- Others promoting the same product
- Number of users searching for that keyword per day
- Cost per click
The way you find out how your keywords measure up is by scouting your market on Google. Start by doing a search on Google using your keywords. Take note of how many sponsored ads are already in place – this tells you how many people are competing against you.
Next, look at their ads. How enticing are they? Do they motivate you to want to click on them? Then click on them and see what they are promoting. Make notes of everything.
All of this will help you get a better idea how competitive the market is.
Use the Google Traffic Estimator: https://adwords.google.com/select/TrafficEstimatorSandbox
Are they of high traffic volume? How much is the minimum cost per click? What about the expected ad position?
Also use other online FREE research tools. All tools have their strengths and weaknesses, which is why we recommend more than one.
Using http://itarget.info/Bulk-Keyword-Research-Tool/ and/or http://www.digitalpoint.com/tools/suggestion/ you can get an idea of how much traffic your keywords can expect. Whatever number these tools give you, multiply it by 3 and that’s a good estimate for the expected traffic on your keyword.
Lesson #4:Study your competitor and know your market. |
Mastering the Long Tail with Width
Expanding your keyword list and capitalizing on the “long tail” is a very important aspect of your marketing, but you shouldn’t allow yourself to get pigeon holed with only one category.
Let’s define the “long tail”:
Let’s say you are promoting a martial arts boot camp course on DVD. And one of the things people might be interested in may have to do with self-defense. So you think that one of your key words should be “self defense”. Then you add depth to that word by coming up with more specific keywords related to self-defense like: “personal defense”, “self protection”, “women’s self defense”, “effective self defense”, “easy to learn self defense”, “self defense for the handicapped”, etc.
Adding this specificity is called the long tail of self defense.
As you can see, each new keyword is just an extension of the first keyword – but you are homing in on a more targeted audience. And this is great and recommended, only when you have identified your market.
You don’t want to ever be wasting hours or even days coming up with a long tail of keywords for the wrong PPC market!
You’ll be wasting all your time, energy and money bidding on keywords, which may perform poorly.
Lesson #5:What we suggest you do is first think broad or laterally. Go ahead and select a few key phrases related to “self defense” which haven’t been inundated by competitors yet, but may be very related to what you are offering. For example, rather than focusing only on self defense, perhaps try the market which is searching for a martial art like Karate, Krav Maga. Or one that’s interested in law enforcement training. Or even something like dealing with bullies. Only after you run your campaign for a bit and figure out which keywords are winners should you spend more time going into more depth for the winning keyword categories. |
Keyword Criteria
Now that you have a few cool tools, narrow down your list using the following criteria:
- Highly Relevant – imagine your ideal customer. What would they be searching for on Google?
- Low-to-Medium CPC – initially, don’t go for the obvious keywords, because you’ll get killed by the competition. Focus your initial testing on low-to-medium cost keywords (< $0.40).
- Low-to-Medium Competition – it’s good to get your feet wet with low competition keywords, then move up from there. It doesn’t mean you shouldn’t try to out perform other advertisers, but that will happen as you gain more experience.
- Medium-to-High Traffic – this might be a little harder, but as you start thinking laterally about your keywords, you are going to stumble across a few medium-to-high traffic keywords which are not being bid on my many people.
For example, if you are offering an online business opportunity you might consider targeting ex-cons looking for employment. These folks generally have a hard time finding a decent job, so they might be interested in learning how to make some money online.
Lesson #6:Pick keywords that are highly relevant, low-to-medium Cost-per-Click (CPC), low-to-medium competition and medium-to-high traffic. |
There is still much to cover on keywords. We will be coming back to the more advanced strategies later on in the AdWords Seduction Newsletter.
In the next newsletter, we take a look at how you stay organized and efficient with your keywords and how that affects Google’s perception of your campaign.
Stay tuned!
To Your AdWords Domination,
|
| Lawrence Talent |
P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!
How Not to Blow Your Marketing Budget
Google AdWords can be awfully intimidating to those looking to get started (and also very costly). Especially considering the amount of competition nowadays.
I remember my first experience with Google AdWords. And let me tell ya, it wasn’t a good one. Rather than attracting customers and making a killing, I was being bled dry… by Google.
Since then I have painstakingly learned the mistakes I made, which I found to be very common among beginners.
The first lesson and one that will have one of the highest impact on your campaign has to do with your keyword selection.
Don’t Go For the Obvious
When I first got started, I was promoting an affiliate program. My initial keywords were blatantly obvious and competitive; they were the product’s name itself and also the creator’s name. Let’s call the affiliate product XYZ and the creator Mr. ABC. Essentially I thought it’d be so easy and so clever of me to just throw up ads with “XYZ” and “Mr. ABC” as the keywords.
After all, I reasoned, those who are searching for these terms must be interested at buying the product. It would be like shooting fish in a barrel.
I was right on one account, lots of people searching those terms are looking for that product. However, I was wrong on the account of it being as easy as shooting fish in a barrel.
First off, because it’s such a popular product, it’s already attracted many other marketers. And these marketers had much more experience than I had.
Second, as a result of it being so competitive, Google was charging an arm and a leg per click. As if that wasn’t bad enough, because of my inexperience, I was getting Google Slapped silly to the point where I was putting up $1.00 ~ $5.00 a click. And more importantly, my clicks just weren’t converting into sales!
I just couldn’t hang with the other marketers.
Lesson #1:
As a newbie starting your campaign marketing an affiliate product, do not bid on the obvious keywords themselves. Odds are, these keywords are already inundated by marketers more experienced than you. They will most likely have a better relationship with Google, have better ads that convert better, get cheaper clicks, AND offer a more enticing offer than you are.
(Don’t worry… we’ll be sharing with you exactly what these “experienced” marketers are doing so you can do the same and dominate your niche market. All in good time =] For now, avoid bidding on the keywords that are your product’s name and creator’s name.)
On that note, I’d also like to point out that you should avoid broad terms that are sure to be inundated by competitors and aren’t targeted at all. Terms such as “real estate”, “network marketing”, “home business”, “chiropractor”, etc. (Doing a search on “home business” reveals over 800 competitors for the same exact keyword.)
You aren’t interested in marketing to everybody under the sun. It’s much more efficient and effective for you to home in only on those with the highest probability of purchasing your product/service. You do so by studying your market and brainstorming on more targeted keywords.
So Then What Keywords Should You Start With?
This takes us back to AdWords Seduction Newsletter #1 – knowing your market.
See, being able to pick effective keywords is tied directly to knowing your market, ideal client, and the product you are promoting. You have go get in your prospects’ shoes. Know that they are online seeking for information to either
- Move towards pleasure
- or - - Move away from pain.
From our studies, we have found that success lies more in targeting those who fall in the latter category – moving away from pain. So we suggest you start there.
Lesson #2:
Target your prospect’s pains.
Tools of the Trade
With that idea, start visualizing
- What problem it is that would motivate them to go online searching for a solution.
- and - - What keywords/phrase they would be searching with to address that problem.
Here are some tools to help you come up with ideas:
http://www.digitalpoint.com/tools/suggestion/
http://www.goodkeywords.com
Use Google’s own site-related keyword tool -
https://adwords.google.com/select/KeywordTool
Also, go ahead and do a search for your keywords and check out the organic search results. What are those websites promoting? What keywords jump out at you?
These tools will help get your initial list of keywords started.
Lesson #3:
Use tools and current search results to help you brainstorm for targeted keywords.
Tunnel Vision
Now, at this point, a lot of people will take this idea and get tunnel-vision. They’ll go for depth rather than width. We’ll cover this in part II of this newsletter. So stay tuned!
To Your AdWords Domination,
Lawrence Talent
P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!
Know Thy Pay Per Click Market
Welcome to the first day of AdWords Seduction Newsletter.
By now, having gone through the free crash-course found on Seduce AdWords, you realize that Google AdWords is an extremely powerful marketing tool. You should have a good idea of what it is and what it can do for you and your business.
Before we dive into the nitty gritty details of AdWords and tactics that will help you dominate your particular market, we are going to take a step back and examine “marketing” as a whole.
We are going to examine the most fundamental aspect of marketing; for without this understanding, you will not master the art of AdWords seduction.
W.I.I.F.M.
As the great marketing guru and motivational speaker Zig Ziglar says, W.I.I.F.M. is the radio station that everybody is tuned into in their heads at all times. It stands for “What’s In It For Me”.
In marketing; you need to keep that acronym in mind at all times. It is exactly what your customers are always thinking and it’s no different in the world of AdWords.
Unless you can answer this question for them, they will not pay attention to you.
Unless you can provide what they want, they will not care for you nor your business.
Before you set foot into the AdWords realm (heck, before you set foot into the business realm) you must be able to answer that persistent question in their head or else you will get burned.
And burned hard.
Some Questions to Ponder
So ask yourself, what product and service do you have? Whom are you targeting? Who is your ideal client? WHY are they your ideal clients?
What benefits will you bring them? What pains of theirs will you be solving for them? These are just some simple questions to start your thought process. You must put yourself in your potential clients’ shoes and see it from their perspectives.
You must forget about your ego, which is no doubt constantly hawking at you and touting how awesome your product/service is and how everybody should buy it from you. You must think in terms of how you and your product/service can help your clients.
Locking in on Target…
See, you have to think of Google AdWords as a marketing homing missile. It is able to connect precisely with those whom you want to target-market to and impact with unwavering accuracy.
Here’s the catch… for it to work, it must have a specified target.
And you are the one responsible for giving it the location of that target – the more precise the better.
Your success in AdWords (as a matter of fact, in marketing and business in general) depends on this skill.
In the next newsletter, we will break down in more details on how you should choose the keywords you will be bidding on (think of it as identifying the exact clients you want to be target marketing to).
The concept covered in this newsletter will be vital to the next step. So start thinking now and visualize your ideal prospect and what you have to offer them. And be prepared to explain exactly what’s in it for them.
To Your AdWords Domination,
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| Lawrence Talent |