Mastering Google AdWords
© Herman Drost

Then 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

Strong Verbs
tell, say
cut
show
change
try
want

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 flow 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 AdWrords 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

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