Tips you can use now to own Google in your market, and get more clicks than your competitors for less money.
Raise your hand if you use Google...
Okay. Now if you raised your hand, listen up, because the tips I'm about to pass on I learned directly from Perry Belcher, a guy who spent nearly $700,000 on Google advertising last month, and has generated $100 MILLION in sales online mainly with AdWords. He knows his stuff.
And if you're not using Google, shame on you. Google has most of the traffic, clicks can come cheap once you learn these secrets, and it's the easiest way to get track-able and scientific reporting you can use to learn what works - FAST - and without spending a lot of money.
Until you've mastered Google advertising, don't waste your time or money anywhere else. Once you've learned these secrets, you'll be ahead of 95% of AdWords advertisers.
First, let's talk about the 5 Stars of PPC...
Ad Creative
Keyword Selection
Bid Strategies
Landing Pages
Quality Scores
Ad Creative - this just means the ads you use.
As you might know, Google has a search network, and they have a content network. The search network displays your ads when people search for the keywords you bid on (and possibly related keywords when using broad match type). The content network displays your ads on pages in Google's site network that have content that is relevant to your ad.
You should ALWAYS use a separate ad for the search network ad, and the content network ad. Your search network ad should be more direct, and specific about your offering. On the content network, it's okay to get a little crazy with your headline if you want. If fact, a lot of Perry's content network ads are a little shocking, or controversial.
This guy sells everything from mole traps to pharmaceuticals. One of his content network ad headlines is "Hey there, Mole Lady?" - complete with the question mark and quotes. A little weird... yeah, but it works. When you're ad is displayed in the content network, remember that you're often having to pull a reader's attention away from an article they are reading. It's a little tougher than when your ad is appearing in search results, and the visitors are already looking for something relevant to click.
So... content network = shocking/controversial
Search network = direct and relevant
The headline of your ad should catch a person's attention. You can use the secret of the big dogs, like Amazon, and use the actual keyword searched in your ad by using a placeholder.
{keyword:default} - this shows the keyword in lowercase
{Keyword:default} - this shows the keyword in uppercase
{Keyword:default} - this caps the first word of a keyword phrase
Where you see the word "default" in the placeholders above, that's simply what you want Google to use instead of the actual keyword phrase searched if the keyword phrase happens to be too long to keep your headline under 25 characters.
For instance... if I was advertising coastal vacations, my headline might be...
"{keyword:Coastal Vacations}?"
If I bid on the keyword "Maui Vacations", then "Maui Vacations?" would be displayed as my headline, but if I was using a keyword that was much longer, such as "Great Caribbean Vacation Deals" (longer than 25 characters), my default keyword will show up in the headline, so it would be "Coastal Vacations?" instead, when someone searches for a keyword phrase that is longer than the 25 characters allowed. Make sense?
By the way... if you can put a question mark or quotes in your actual headline, it almost ALWAYS increases clicks.
When writing your ads, try to put the keywords in your headline if possible. An ad that is highly relevant to what someone was searching for will ALWAYS beat out an ad that is general (even if the general one is a much better ad), because in a way, it's like Google is saying... "Hey, is this what you were looking for?". People just naturally click ads that contain the keywords they were searching. Plus, the keyword in the ad is always bolded, to make it jump out at them.
The second line of your ad should show a benefit... self explanatory, right?
The third line of your ad should be a call to action. Google doesn't like the words "Click here", but you can use terms like "visit my web site for info", or "read this free report", etc. Your display URL should be crafted to close... or offer some kind of branding. Again, if the keyword is in the domain, it gets bolded = more clicks.
Here's a neat trick you can use to make your ad look more official. Let's say I'm bidding on the keyword "bronchitis". What would get more clicks? Using "www.bronchitistips.com" or "www-bronchitis.com"
In most cases, the shorter, more direct URL will get more clicks. Of course bronchitis.com was probably taken by someone else long ago, but did you notice the trick? The URL is not really bronchitis.com, it's a shortened version of www-bronchitis.com (kind of weird domain, but very useful for Google AdWords purposes because the display URL looks a lot like "www.bronchitis.com", a short, official sounding domain.
One I just registered myself like this is www-5oogle.com... you like that? Guess what it kind of looks like when displayed in AdWords as the display URL? You probably guessed it... Google (this domain is working very well for me, by the way. Lots of clicks, regardless of the keyword or ad content)
Keyword Selection:
Start out with about 200-300 keywords related to your niche. You can use Google's keyword recommendation tool to find some great relevant keywords. Think you'll get high relevancy ratings when you use the keywords Google recommends? Yep.
Here's a killer tip for you: Enter a domain at KeyCompete and find out what keywords your competitors are using, or enter a keyword, and see what web sites are bidding on them. It also gives you a quality score for each keyword so you know how it is doing it for the site using it. In other words, spy on the competition and download the keywords they use in their Pay-Per-Click Campaigns.
Here is the link:
www.keywordcompeter.com
After a week, narrow down your starting keyword list to maybe your best 50 performing keywords, and after 30 days, narrow it down even further, so that you're only paying for clicks that are profitable. One other thing... if you have a keyword that you KNOW is turning a profit... like earning you $2 for every $1 you spend on clicks, for the love of God, don't set a daily budget! (or at least not a low one)
Bid Strategies
Bid in increments of 2's and 7's. For instance, don't bid .15, bid .17 - Just for informational purposes to see how many clicks are available, set a high click bid at first, like $10 (in most niches that should show you the most number that are available), then work your way down as low as you can without the number of available clicks dropping WAY down. You can usually find the sweet spot.
Aim for ad placement 5-7. If your ad is good and gets clicked a lot, it will appear higher than even some of the ads that bid more than you. Google places the ads that makes them the most money higher. If you bid .25 but get three times as many clicks as someone who bids .50, you're ad is going to be preferred and rank higher.
Landing pages... you CAN use squeeze pages and Google doesn't count off for it, just make sure to keep them relevant to your ad if you want a high number of opt-ins from your ad campaign. Good click-through rates don't matter if you're sending people to a landing page that doesn't do well for you.
Getting the most from your keywords....
Start off bidding on all three match types for any given keyword. For instance.
keyword
"keyword"
[keyword]
Don't just use broad match. You can at least triple your number of clicks this way.
In the long run, it makes sense to use Google AdWords Editor (it's free) when you are going to be working with a lot of campaigns, and it's a good idea to split each keyword up into separate ad groups that contain just the 3 variations of your keyword. (broad, exact, phrase matching).
I hope these free tips help you. I have many more to share with you, and I wish you the best in YOUR business
Raise your hand if you use Google...
Okay. Now if you raised your hand, listen up, because the tips I'm about to pass on I learned directly from Perry Belcher, a guy who spent nearly $700,000 on Google advertising last month, and has generated $100 MILLION in sales online mainly with AdWords. He knows his stuff.
And if you're not using Google, shame on you. Google has most of the traffic, clicks can come cheap once you learn these secrets, and it's the easiest way to get track-able and scientific reporting you can use to learn what works - FAST - and without spending a lot of money.
Until you've mastered Google advertising, don't waste your time or money anywhere else. Once you've learned these secrets, you'll be ahead of 95% of AdWords advertisers.
First, let's talk about the 5 Stars of PPC...
Ad Creative
Keyword Selection
Bid Strategies
Landing Pages
Quality Scores
Ad Creative - this just means the ads you use.
As you might know, Google has a search network, and they have a content network. The search network displays your ads when people search for the keywords you bid on (and possibly related keywords when using broad match type). The content network displays your ads on pages in Google's site network that have content that is relevant to your ad.
You should ALWAYS use a separate ad for the search network ad, and the content network ad. Your search network ad should be more direct, and specific about your offering. On the content network, it's okay to get a little crazy with your headline if you want. If fact, a lot of Perry's content network ads are a little shocking, or controversial.
This guy sells everything from mole traps to pharmaceuticals. One of his content network ad headlines is "Hey there, Mole Lady?" - complete with the question mark and quotes. A little weird... yeah, but it works. When you're ad is displayed in the content network, remember that you're often having to pull a reader's attention away from an article they are reading. It's a little tougher than when your ad is appearing in search results, and the visitors are already looking for something relevant to click.
So... content network = shocking/controversial
Search network = direct and relevant
The headline of your ad should catch a person's attention. You can use the secret of the big dogs, like Amazon, and use the actual keyword searched in your ad by using a placeholder.
{keyword:default} - this shows the keyword in lowercase
{Keyword:default} - this shows the keyword in uppercase
{Keyword:default} - this caps the first word of a keyword phrase
Where you see the word "default" in the placeholders above, that's simply what you want Google to use instead of the actual keyword phrase searched if the keyword phrase happens to be too long to keep your headline under 25 characters.
For instance... if I was advertising coastal vacations, my headline might be...
"{keyword:Coastal Vacations}?"
If I bid on the keyword "Maui Vacations", then "Maui Vacations?" would be displayed as my headline, but if I was using a keyword that was much longer, such as "Great Caribbean Vacation Deals" (longer than 25 characters), my default keyword will show up in the headline, so it would be "Coastal Vacations?" instead, when someone searches for a keyword phrase that is longer than the 25 characters allowed. Make sense?
By the way... if you can put a question mark or quotes in your actual headline, it almost ALWAYS increases clicks.
When writing your ads, try to put the keywords in your headline if possible. An ad that is highly relevant to what someone was searching for will ALWAYS beat out an ad that is general (even if the general one is a much better ad), because in a way, it's like Google is saying... "Hey, is this what you were looking for?". People just naturally click ads that contain the keywords they were searching. Plus, the keyword in the ad is always bolded, to make it jump out at them.
The second line of your ad should show a benefit... self explanatory, right?
The third line of your ad should be a call to action. Google doesn't like the words "Click here", but you can use terms like "visit my web site for info", or "read this free report", etc. Your display URL should be crafted to close... or offer some kind of branding. Again, if the keyword is in the domain, it gets bolded = more clicks.
Here's a neat trick you can use to make your ad look more official. Let's say I'm bidding on the keyword "bronchitis". What would get more clicks? Using "www.bronchitistips.com" or "www-bronchitis.com"
In most cases, the shorter, more direct URL will get more clicks. Of course bronchitis.com was probably taken by someone else long ago, but did you notice the trick? The URL is not really bronchitis.com, it's a shortened version of www-bronchitis.com (kind of weird domain, but very useful for Google AdWords purposes because the display URL looks a lot like "www.bronchitis.com", a short, official sounding domain.
One I just registered myself like this is www-5oogle.com... you like that? Guess what it kind of looks like when displayed in AdWords as the display URL? You probably guessed it... Google (this domain is working very well for me, by the way. Lots of clicks, regardless of the keyword or ad content)
Keyword Selection:
Start out with about 200-300 keywords related to your niche. You can use Google's keyword recommendation tool to find some great relevant keywords. Think you'll get high relevancy ratings when you use the keywords Google recommends? Yep.
Here's a killer tip for you: Enter a domain at KeyCompete and find out what keywords your competitors are using, or enter a keyword, and see what web sites are bidding on them. It also gives you a quality score for each keyword so you know how it is doing it for the site using it. In other words, spy on the competition and download the keywords they use in their Pay-Per-Click Campaigns.
Here is the link:
www.keywordcompeter.com
After a week, narrow down your starting keyword list to maybe your best 50 performing keywords, and after 30 days, narrow it down even further, so that you're only paying for clicks that are profitable. One other thing... if you have a keyword that you KNOW is turning a profit... like earning you $2 for every $1 you spend on clicks, for the love of God, don't set a daily budget! (or at least not a low one)
Bid Strategies
Bid in increments of 2's and 7's. For instance, don't bid .15, bid .17 - Just for informational purposes to see how many clicks are available, set a high click bid at first, like $10 (in most niches that should show you the most number that are available), then work your way down as low as you can without the number of available clicks dropping WAY down. You can usually find the sweet spot.
Aim for ad placement 5-7. If your ad is good and gets clicked a lot, it will appear higher than even some of the ads that bid more than you. Google places the ads that makes them the most money higher. If you bid .25 but get three times as many clicks as someone who bids .50, you're ad is going to be preferred and rank higher.
Landing pages... you CAN use squeeze pages and Google doesn't count off for it, just make sure to keep them relevant to your ad if you want a high number of opt-ins from your ad campaign. Good click-through rates don't matter if you're sending people to a landing page that doesn't do well for you.
Getting the most from your keywords....
Start off bidding on all three match types for any given keyword. For instance.
keyword
"keyword"
[keyword]
Don't just use broad match. You can at least triple your number of clicks this way.
In the long run, it makes sense to use Google AdWords Editor (it's free) when you are going to be working with a lot of campaigns, and it's a good idea to split each keyword up into separate ad groups that contain just the 3 variations of your keyword. (broad, exact, phrase matching).
I hope these free tips help you. I have many more to share with you, and I wish you the best in YOUR business
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