Day 13 (Saturday) - Google Ad Words

Lesson Objective:

To get going with Google Ad Words, start running your campaign and split testing for the
best copy

Skills Needed:
· Basic Surfing
· Basic Word Processing



Today’s Lesson:

Let’s get going with day 13. If you’ve starting on Monday then this will be Saturday #2.

Shoo the kids off to the neighbors and lock yourself away for a couple hours because
we’ve got some important work to do today.


A recent competitor to take the pay-per-click model and really run with it is Google.
Google is my search engine of choice and now they want to become a significant player
in the keyword advertising space. They’re definitely poised to give Overture a run for
their money.

Google has launched a pay-per-click keyword auction called AdWords Select. I know
many of my colleagues are doing extremely well using this resource and I’m seeing very
good results as well.

Just like Overture, Google is striking deals with other high traffic sites like AOL,
Earthlink, AskJeeves.com and even Amazon.com for sponsored listings to appear (plus of
course on Google.com itself).

Google is also using the pay-per-click model so you only pay when someone clicks on
your listing (this is their 2nd incarnation of this ad program – originally it was pay-per-
impression). Right now clicks start at .05 cents so there are still some bargains to be had.

Plus, Google also has another wrinkle -- your listing needs to get a 1/2 percent (.5%)
clickthrough to remain relevant or else it won’t be listed. That means for every 1000
times your ad is shown you need 50 people to click on it or else you get nixed.

Another very cool thing about the Google Ad Words program is that your listing will
usually go up in just minutes so you can start seeing results immediately.


Now since Google has always prided itself on relevancy - your higher clickthrough rate
works to help you keep your costs down. Here’s how it works (taken from
https://ads.google.com/select/pricing.html)

Google believes strongly in providing high quality and relevant advertising to our
users, so Google AdWords does not rank ads solely on cost. There is no way to
reserve top placement in the AdWords program.

Ad placement is based on a combination of maximum cost-per-click (CPC -- how
much you are willing to pay per click) and clickthrough rate (CTR). This means that
if you earn a higher CTR, you are rewarded with a lower actual CPC. Our system
monitors your competition and performance and automatically charges you the least
amount possible

All of this looks extremely promising and you can find out more at their site:
http://ads.google.com/

It only costs a couple bucks and you can actually
start driving to your site in as little as 15 minutes
to your site. How cool is that?

Let’s start with the basics.

First, your ad will appear on the right-hand side
as a “sponsored link”. On the right is a quick
snapshot of the ads that show up when you type
in “public domain” into Google.

My ad is circled.

Notice the ads are nothing more than little
classified ads and that’s exactly how you want to
think about your Google Ad Words ads.

Headline and then some body copy.

Let’s go inside my account and take a closer
looks so you can see how easy and powerful
Google Ad Words are…




When you first get inside your account. You’ll need to create a new campaign.




The first step is selecting the language and countries you want your Google Ad to display
to. You can target specific languages, countries and now they’re tested regions of the
U.S. Perfect if you’re a local business. See more on this here
https://adwords.google.com/select/faq/reg_faq.html

Important Note: Google does not allow you to have any kind of pop-up windows on your
site. So before you start driving traffic be sure to take off your pop-ups. I create special
pages of our sites specifically for Google without pop-ups.

Next, you’ll create your ad.


You’ve got 25 characters you can use for the headline and 2 lines of 35 characters for the
description. Then you’ve got a display URL (what shows up when people see the ad).
And the final field is a destination URL. This is where the person goes when they click
on the link. It doesn’t have to be the same URL as what you display.



When writing your ads - here are a couple ad tips:

· Use first letter caps in your ad – don’t make your ad all lowercase.

· If you find you’re getting too many clicks but not enough sales try qualifying
your ad by putting the price in your ad. (See the Instant Thank You Letters ad)

· You only have a limited amount of space so be sure to use it wisely. Avoid
using filler words like “and” and “the”. Try to maximize your selling space.

· Google users tend to respond better to “less hypey” ads.

Now after you’ve come up with your ad the next step is picking your keywords. You can
use your same keyword list you developed for Overture.
Another great thing about Google is you have strict control of your keywords.

Here’s how it works:

If you want your ad to appear whenever anyone types in anything to do with “tennis” –
you would put tennis in your keyword list (no brackets or quotes).

If you want your ad to appear only if somebody uses the exact words “tennis shoe” then
you would put [tennis shoe] in brackets in your keyword list.

If you want your ad to appear if somebody types ‘tennis shoe’ but you don’t care if they
add other phrases like “tennis shoe for sale” – then you’d put “tennis shoe” in your
keyword list within quote marks.

And finally, if you never wanted to appear if somebody typed in their search but included
the word “red” – then you’d add –red to your keyword list. (the word with a negative sign
before it). I use this many times by excluding the word “free” in my campaigns but it’s
also very helpful if your keyword could have multiple meanings and products.

More information from Google on this is here:
https://adwords.google.com/select/faq/account.html#keywords

Split Testing


This is probably my favorite part about Ad Words. I really love this! Google Ad Words
gives you the ability to do true scientific split testing. This means I can put 2 or more ads
up against each other and let the marketplace decide which one is better. Your ad will be
evenly rotated. So if your ad is shown 1000 times in a day – users will see ad #1 500
times and ad #2 500 times.

You just let the ad run until you have a good indication of which one is beating the other
and you will see a difference. You’ll be absolutely surprised at the results and it takes just
a second.

To set up a split test you just go into your Ad Campaign and click on “create new ad”.
Your new ad will be automatically populated with the text from the original ad. Just make
the changes and watch the results. When one ad becomes the winner – keep testing it
against other ideas for ads you have until you have the ultimate “King Kong” champion.

Here are couple different ads with their test results.


Public Domain Uncovered
Discover Exactly How To Find & Use
Copyright-Free Works Without Fees
www.PublicDomainRiches.com
Interest:


Public Domain Secrets
Discover How to Re-Package and Sell
Copyright-Free Information
www.PublicDomainRiches.com
Interest:


Result 100% Increase!


Instant Sales Letters
Stop Writing Sales Letters the Hard
Way! Now Just Fill in the Blanks
www.InstantSalesLetters.com
Interest:

Instant Sales Letters
Instant Sales Letters
Create Your Own Winning Sales
Takes Minutes - 100% Guaranteed
Without Writing - 100% Guaranteed


Tracking links

Another new feature with Google Ad Words is that you can individually track every
single action originated from any keyword you’re bidding on. This is huge! As direct
marketers we want to know which words convert to sales and which don’t (so we can
stop bidding on them).

You can get detailed info from Google on this feature here:
https://adwords.google.com/select/faq/conversions.html

Simply put the way this works is when a user clicks on your ad they are taken to your
web page that has a simple piece of code on it from Google. This code places a cookie on
the prospects computer and if the prospects get to your thank you page or subscription
thank you page (or whatever else you set-up as the final action page) – this will recorded.

Another way to do this is by assigning each keyword a different affiliate id# from your
affiliate program (it’s like a dummy id#). This is another easy way of tracking each sale
originated from each keyword.

Today’s Assignment:


1. Set-up your Google Ad Words account.

2. Create 2 ads to split test against each other and bid on at least 5 keywords.



Today’s Resources:

Google Ad Words Manual - This is the most comprehensive course on Google Ad
Words created by a direct response testing and tracking expert. This is brand new
information that you need to get your hands on if you want to use Google Ad Words to
make serious money.

Ad Words Analyzer – EXCELLENT tool for researching keywords and organizing your
results based on Overture and Google Ad Words campaigns, cost and more. We use this
tool daily to research.