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The most difficult aspect of marketing a new product or web site
is to find enough people that are interested in it so that they
are ready to buy. Mastering Google AdWords will enable you to
drive traffic to your web site and start making sales
immediately. You can create a Google AdWord campaign in a matter
of minutes and be making sales within 24 hours.
Benefits of Mastering Google AdWords
1. Test Products - with Google AdWords you can quickly test a
product to determine if there is a demand for it. If you generate
a lot of clicks, this may mean you have a winning product.
2. Generate sales leads - use Google AdWords to generate leads by
offering something for free to obtain their email address.
Following this, create an autoresponder series to build a
relationship with the person. Through this long term relationship
you can continually introduce new products to them.
3. Sell your own products - this can produce large profits
because you don't have to deal with any middle men which tend to
reduce your total profits.
4. Sell other people's products through affiliate programs - you
become the sales person for a large company. The company provides
a quality product that is in high demand, with a professional web
site and sales page. You simply direct visitors to this site and
collect commissions for every sale you make.
Here are some tips to get you started:
1. Do extensive keyword research first - use Wordtracker to find
the best keywords that fit the product you wish to sell. Make a
list of at least 50-100 keywords or keyword phrases. Create
different ads based on your most targeted keywords. Not all
keywords will necessarily be profitable, however you can use them
later when developing content for your web pages.
2. Create several ads within an ad group - an ad group consists
of a group of ads you create for the keywords you have
researched. Choose your most targeted keyword or keyword phrase
then create at least 2 different ads so you can see which ad
produces the highest click through rate.
The click through rate (CTR) is the ratio of the number of times
a person clicks on your ad based on the number of times it is
viewed. For example if 100 people see your ad and only one person
clicks on your ad to be taken to your web site, then the CTR for
that ad is 1/100, 1%.
3. Don't place too many keywords in one ad group - if your
keyword phrase is "red wagons" then create an ad group of 2 ads
containing this phrase. If your keyword phrase is "blue wagons"
then create another ad group with 2 ads containing this phrase.
All your keywords must be similar.
4. Write an attractive ad - you have a very limited space to
write your ad so you need to make each word count if you want
your visitors to click through to your web site or landing page.
Start with a clear headline, followed by benefit, feature then
web address.
5. Use strong verbs in your ad - strong verbs link directly to
the five senses--touch, sight, smell, sound, and taste--and to
familiar emotions. They are short and personal: "run," "fight,"
"love," "say."
Weak verbs seem abstract and impersonal. They tend to be long
words: "employ," "postpone," "construct."
Here’s a comparison of weak and strong verbs:
Weak verbs
Inform
Reduce
Indicate
Modify
Endeavor
Desire |
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Strong Verbs
tell, say
cut
show
change
try
want
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Next time you visit the grocery store look at some of the
headlines of popular magazines ie Cosmopolitan Magazine. They
spend millions of dollars researching words which will attract
readers. By using strong verbs in your ads your visitor will be
more inclined to take action.
6. Write ads that have rhythm - ads that have a nice flow to them
effect people in a better way than ones that don’t - ie. "simple
self defense".
7. Set a daily budget - Google will recommend a specific amount
to spend for each click. Don’t go with their recommendation as
they probably have their own self interest in mind. Start with a
smaller daily amount than what is suggested - ie. 5 cents per
click and keep a eye on your CTR. Ads shown at the top of the
page don’t necessarily produce the highest CTR. Aim for positions
6-8. Google will rotate your ads periodically so each one of them
gets equal exposure.
8. Check on your ad regularly - when you first run your ad, check
on it 3-4 times per day until you have got at least 50 clicks.
9. Refine your ads - discard those ads that are not producing a
high click through rate. Continue editing those ads that work or
create new ones within your same ad group until you find a
winner. You can do this by using different combinations of
keywords or trying different headlines.
10. Track your ads - track which ads produce the most clicks. The
adtracker I recommend you use is Adtrackz:
http://www.isitebuild.com/cgi-bin/a/t.cgi?adtracker
This software allows you to create a different URL for each ad
and tracks how many clicks you receive each day from placing the
ad. You can also use the Google tracker that's included with your
AdWords account, however it is not as powerful as Adtrackz and
has much less features.
When you have created a winning ad (high CTR) adjust the landing
page of your web site until you convert the visitors into buyers.
By mastering Google Adwords Ads, you can confidently expand your
marketing campaign to include other PPC advertising companies ie
Overture, FindWhat and also try offline advertising.
Resources
Access 100 Million People in 10 Minutes
Get the Definitive Fast-Start Guide for Google AdWords
Related Article
How to Set Up a Successful Google AdWords Campaign
. . .
© 2005 Herman Drost - All rights reserved
ABOUT THE AUTHOR:
Herman Drost is the Certified Internet Webmaster (CIW) owner and author of Affordable Web
Site Design and Web Hosting Subscribe to his "Marketing Tips" newsletter for more original
articles at: subscribe@isitebuild.com You can read more of his in-depth articles at:
http://www.isitebuild.com/articles
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