Adwords power tips.

Adwords Power Tips

Adwords Power Tips
for
Power Profits
(Part of the “Grab A Coffee” eBook series)
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Table of Contents.
© 2006 PDQProspects.com GrabACoffee.com
Table of Contents
………………………………………………………………………………………………………………………………………… 4
Distribution License Information…………………………………………………………………………………………… 5
Disclaimer………………………………………………………………………………………………………………………6
Sponsor Adverts…………………………………………………………………………………………………………………. 7
Introduction……………………………………………………………………………………………………………………….. 8
Credits……………………………………………………………………………………………………………………………8
Simple Advert Changes Can Cost You…………………………………………………………………………………… 9
Google Algorithm Changes…………………………………………………………………………………………….. 10
………………………………………………………………………………………………………………………………………. 10
Delivery Issues…………………………………………………………………………………………………………………. 11
Recommendation:…………………………………………………………………………………………………….. 11
Campaign Name Optimisation List………………………………………………………………………………………. 12
Naming Schemes………………………………………………………………………………………………………….. 12
Campaigns………………………………………………………………………………………………………………..12
Recommendation:…………………………………………………………………………………………………….. 13
Campaign Setup Optimisations List………………………………………………………………………………………14
Separating Distribution Channels…………………………………………………………………………………….. 14
Recommendation:…………………………………………………………………………………………………….. 15
Disable Automatic Advert Optimisation…………………………………………………………………………… 16
Valuable Intellectual Property…………………………………………………………………………………….. 17
Recommendation:…………………………………………………………………………………………………….. 18
Adgroup Naming Schemes Optimisations List………………………………………………………………………. 19
Naming Schemes………………………………………………………………………………………………………….. 19
Adgroups………………………………………………………………………………………………………………….19
Recommendation:…………………………………………………………………………………………………….. 19
Adgroup Keyword Match Inclusion…………………………………………………………………………….. 19
Optional Recommendation:………………………………………………………………………………………… 19
Adgroup Keyword Groupings …………………………………………………………………………………………….. 20
Ad Group Keyword Grouping…………………………………………………………………………………………. 20
Recommendation:…………………………………………………………………………………………………….. 20
The Single Adgroup………………………………………………………………………………………………………..21
Recommendation:…………………………………………………………………………………………………….. 22
Keyword Research…………………………………………………………………………………………………………23
How about Misspellings?…………………………………………………………………………………………….25
Recommendation:…………………………………………………………………………………………………….. 25
Secondary Keyword Use…………………………………………………………………………………………………….. 26
Recommendation………………………………………………………………………………………………………….. 26
Keywords Matching Optimisation List…………………………………………………………………………………. 27
Matching Options…………………………………………………………………………………………………………. 27
Option 1: Broad Match………………………………………………………………………………………………. 27
Option 2: Phrase match………………………………………………………………………………………………. 28
Option 3: Exact match…………………………………………………………………………………………………29
Option 4: Negative Match……………………………………………………………………………………………29
Negative Match Example…………………………………………………………………………………………….29
So which is the best matching options to use?………………………………………………………………..31
Incorrect Matching Side Effects………………………………………………………………………………….. 31
© 2006 PDQProspects.com GrabACoffee.com
Correct Matching………………………………………………………………………………………………………. 32
Recommendation:…………………………………………………………………………………………………….. 32
Adgroup Adverts Optimisation List……………………………………………………………………………………… 33
Split Testing Adverts……………………………………………………………………………………………………… 33
The Importance of Statistical Significance……………………………………………………………………. 34
What to change?…………………………………………………………………………………………………………35
Recommendation:…………………………………………………………………………………………………….. 36
Domain Name Selection…………………………………………………………………………………………………. 37
Recommendation:…………………………………………………………………………………………………….. 38
Bid Pricing Optimisation List……………………………………………………………………………………………….39
Best Bid Positions………………………………………………………………………………………………………….39
What position for you?………………………………………………………………………………………………..40
Recommendation:…………………………………………………………………………………………………….. 41
Conversion Analysis…………………………………………………………………………………………………………..42
Tracking……………………………………………………………………………………………………………………….43
Step 1……………………………………………………………………………………………………………………….43
Step 2……………………………………………………………………………………………………………………….43
Step 3……………………………………………………………………………………………………………………….44
For example:……………………………………………………………………………………………………………. 44
Google Tracking……………………………………………………………………………………………………….. 44
Recommendation:…………………………………………………………………………………………………….. 45
Split Testing………………………………………………………………………………………………………………….46
Recommendation – So Important I say it again!:…………………………………………………………… 47
Landing Pages……………………………………………………………………………………………………………….47
Recommendation:…………………………………………………………………………………………………….. 47
Adwords Advert Exposure………………………………………………………………………………………………….. 48
Why Daily Budget Is Crucial……………………………………………………………………………………………48
Examples………………………………………………………………………………………………………………….50
Summary………………………………………………………………………………………………………………………53
What is Adsense?……………………………………………………………………………………………………………… 54
Wrapping up…………………………………………………………………………………………………………………….. 55
Questions?……………………………………………………………………………………………………………………….. 55
Marketing Experts…………………………………………………………………………………………………………….. 56
Online Marketing Experts………………………………………………………………………………………………..56
Offline Marketing Experts……………………………………………………………………………………………….56
Resources………………………………………………………………………………………………………………………….57
Adwords……………………………………………………………………………………………………………………….57
Adsense………………………………………………………………………………………………………………………..57
Affiliate Marketing……………………………………………………………………………………………………….. 57
Traffic Generation………………………………………………………………………………………………………….57
Autoresponder……………………………………………………………………………………………………………….57
List Building………………………………………………………………………………………………………………… 58
Ezines…………………………………………………………………………………………………………………………..58
Web Host…………………………………………………………………………………………………………………….. 58
Split Testing………………………………………………………………………………………………………………….58
Glossary………………………………………………………………………………………………………………………. 59
………………………………………………………………………………………………………………………………….. 59
© 2006 PDQProspects.com GrabACoffee.com
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Introduction
Who is Tom O’Brien – the author of this eBook?
Tom O’Brien is a qualified Google Adwords Professional who has spent hundreds of hours
managing Adwords campaigns. The information contained in this eBook represents some of the
lesser known tidbits that will help you increase the power of your advertising pound.
This eBook will help you maximize the return you get on your Google Adwords Campaigns.
There’s a lot of work involved and in the longer term you may well want to engage some
professional help.
As well as Google Adwords account management, Tom is working on a number of other Internet
ventures including his main site:
SelfHelpTips.com
Credits
My thanks to John Delavera for his invaluable insights on Internet Marketing in general and how to
structure and present a viral eBook in particular.
My thanks to Renee Temple for the fantastic graphics on the “Grab A Coffee” eBook series – check
out her site:
http://www.websitesbyrenee.com/
© 2006 PDQProspects.com GrabACoffee.com
Simple Advert Changes Can Cost You
***WARNING – Careful what you tamper with***
Adwords maintains a historical record of your account as well as everyone else’s account. This
history is used to determine where your advert will be positioned on the search results in
conjunction with your cost per click (CPC).
Simple rule of thumb:
Bad history = High CPC
Good history = Lower CPC
Whenever new changes are made to an Adwords advert, the keyword/advert couplet history will be
‘reset’.
This means actual CPC’s and ad rankings are subject to change – usually in a negative fashion.
In other words – if you make a change to an existing adgroup advert, it will make things
worse initially.
This is something that the majority of Adwords users do not know about and are perplexed until
they realise that their experimentation – without knowledge of the ramifications – caused their
increased cost.
And this is also why, you should augment existing adgroups rather than edit existing adverts.
It is very rare to have ‘instant’ changes create wildly profitable returns – this is why account
management is an iterative and evolutionary process.
In the long term, you may wish to protect the CTR your
keyword/advert couplet by using an extra layer of
indirection – i.e. A tracking link, this way you will be free
to change the landing page without affecting your Adwords
account history.
© 2006 PDQProspects.com GrabACoffee.com
Google Algorithm Changes
On August 15th 2005, Google implemented it’s long anticipated algorithm changes. This was the
biggest set of changes to the Adwords system since inception. Unfortunately, this has had a
negative impact on many advertisers. The upshot of this is it is even more important now than ever
to implement extensive campaigns with rigorous testing.
Expectations of an overnight success using Adwords must be managed.
There is the possibility of an overnight success with your campaign but the probability is one
whereby a campaign will become profitable as time progresses and is a factor of knowledge and
disciplined testing.
© 2006 PDQProspects.com GrabACoffee.com
Delivery Issues
In the past, accounts were ’slowed’ due to poor performance. This no longer happens. Your account
history though may be such that it counts against you – i.e. If you have a woeful Adwords account
history (very low historical click through rates), this will have an ongoing legacy on the amount you
currently pay.
Recommendation:
Start from scratch – The history in your account will weigh very heavily against you if you
have a large number of impressions and a poor performance record in terms of CTR. You
would probably be best suited to:
. Delete your account and create a new one
You should look into creating a US based account as this
could save you significant fees.
(If you are a non-US advertiser)
Look at your own situation and the foreign exchange
currency implications on your own account.
Google does not permit you to have 2 accounts. If you have
2 separate companies then you can have two separate
accounts as they are different controlling legal entities. If
you have a single company you are better off starting
afresh.
© 2006 PDQProspects.com GrabACoffee.com
Campaign Name Optimisation List
Naming Schemes
Campaigns
You can have up to 25 active campaigns within your account and as your needs grow, naming
campaigns sensibly will make for easier administration thus saving you time and effort.
Using the default “Campaign #1″ naming scheme tells you exactly what it is but not what it does.
The same holds true for any other “less than meaningful” naming scheme.
As the number of campaigns increase in your account during the lifetime of your account, taking
the time to institute a meaningful naming scheme will be rewarded many times over in terms of
saved time and frustration.
I have in the past used the following naming format:
Campaign Contents
And sometimes use the following longer (but more specific) naming scheme:
Campaign Contents Geo Locations Distribution
Where:
Campaign Contents describes what your adgroups are all about – perhaps you a have multiple
products and want to target them at a campaign level, for example you may sell
Hair Brushes
Hair Dryers
Hair Lotions etc…
© 2006 PDQProspects.com GrabACoffee.com
Geo Locations describes where you are selling your goods – perhaps you’re selling to just your
country (UK, US, CA etc…)
Distribution describes which of the distribution networks you are using to display your ads – i.e.
Google properties only, the Search Network, the Content network.
Therefore, were you selling Hair Dryers in the UK only and on Google only your campaign name
would be:
Hair Dryers UK Google Distribution
and
Hair Dryers UK Search Distribution
if you were using Google and their Search partner network
and
Hair Dryers UK Full Distribution
if you were using Google, the Search network and the content network.
Recommendation:
Change Campaign Name – You should change your campaign name to something more
meaningful than that already used to save you time and frustration in the longer term. If the
above naming scheme is too much for you, choose something simpler but make sure it is
meaningful and be consistent to avoid confusion.
© 2006 PDQProspects.com GrabACoffee.com
Campaign Setup Optimisations List
Separating Distribution Channels
If you combine your different distribution channels, it is very easy to delete a winning ad due to the
syndication and editorial approval of adverts coupled with the fact you cannot tell where a ’sale’ has
taken place (be it Google Search, The Search Network or The Adsense (Content) network.
The distribution of multiple adverts is out of your control and if you have a campaign with ads
distributed on the search and content networks, a single “lumped in” figure will result.
Upshot:
You could erroneously delete a winning advert due to the distribution bundling.
Therefore you should setup not 1 campaign, but 3 identical campaigns:
© 2006 PDQProspects.com GrabACoffee.com
Campaign #1
Will have the Search and Content distribution channels switched off:
Campaign #2
Will have the search network selected:
Campaign #3
Will have the content network selected:
Bidding strategies will differ – you will want to bid roughly the following:
• 75% of the Google only campaign on the Search network
• 50% of the Google only campaign on the Content network
Recommendation:
Separate each campaign for distribution channels – The best approach is to target the
Google properties first, when you have an optimised campaign this can be replicated for the
Search and Content networks rather than optimising on 3 campaign fronts concurrently
(nightmare). The different channels will have different response characteristics therefore by
doing this in a piecemeal fashion you sacrifice certainty for speed.
© 2006 PDQProspects.com GrabACoffee.com
Disable Automatic Advert Optimisation
Should be:
This may sound crazy but there are 3 good reasons for doing so:
1. You will not be able to tell which advert (presuming you are split testing – which you should
always do) is giving you the best return on your investment. Remember, the automatic optimisation
deals with a ‘winner’ from Google’s perspective – i.e. the best click through rate, not the best
conversion rate.
2. You want total control of a split test to determine statistical significance beyond doubt.
3. To keep valuable intellectual property from your competitors as explained in detail with the
following:
Ok – Let’s say you are diligently testing 2 adverts side by side within an ad-group
With optimisation turned on, eventually 1 advert will be deemed the leader and shown more.
For arguments sake – we will take the keyword ‘marketing’. Your competitor has 2
split tested adverts which will show (in a round robin manner) whenever this keyword is searched
for.
You can find out competitive information regarding which
of the adverts is performing best by searching for the
keyword marketing, noting the ad results and refreshing
the search results a number of times.
© 2006 PDQProspects.com GrabACoffee.com
Valuable Intellectual Property
Suppose you do this 4 times (by reloading your webpage) – and 3 times advert 1 is shown, but
advert 2 is shown once – you now know which of these adverts is the best.
Knowing what adverts are working for your competitors allows you to start to understand the
mindset of your potential prospects (what’s working and what’s not to encourage click-throughs).
This of course is very valuable intelligence for you to construct your own adverts – which means
you can ultimately have higher click through rates and as a direct result pay less.
Because ads in Adwords are in the public domain, your marketing efforts can be gleaned by your
competitors and vice versa if you use the automatic optimisation feature.
You have the choice to set and forget letting Adwords do it’s job but if you want total control and
are in a market that is highly competitive, you may want to manage your campaigns in a more
hands-on fashion.
There is a trade-off for sure but it’s up to you as a business owner to make that decision based on
your own risk management criteria.
In marketing there is only one marketing genius – your customer.
You can always hire someone to create great ads but you have no guarantees they will produce a
winner straight off the bat.
Only putting the ad into the wild will you determine results.
Sidebar
You may peak in terms of achieving as high a CTR as you can for a particular advert and
this could mean you get lazy and only show the winner all the time. To help keep your
competitors guessing you could continually try new ads intermittently though.
Believe it or not – you may want to put a ‘worse’ advert up
to reduce your CTR thus dropping you down the adwords
advert list to help improve your ROI!
Why?
Because the highest ranking positions are not always the
most profitable.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation:
Disable Automatic Advert Optimisation – For full control of your campaign and to
maximize profitability, you need to manually administer and control your advert
distribution.
© 2006 PDQProspects.com GrabACoffee.com
Adgroup Naming Schemes Optimisations List
Naming Schemes
Adgroups
Adgroups contain groups of related keywords that are targeted to:
“What your prospect wants”
You need to target not what the prospect was searching for but for the intention behind the search
(granted sometimes these are one in the same). When you have worked out what this is, name your
adgroup accordingly.
Recommendation:
Rename Adgroups Appropriately – Rename the adgroups in line with what your prospect
actually wants. Think of a user search in terms of a question being asked. Although they
may be asking about ‘X’, what they really want is ‘Y’. Your job is to anticipate what ‘Y’ is
and give it to them on your landing page.
. Name the adgroup related to ‘Y’ – the question behind the question – in other words
what your prospects want.
Adgroup Keyword Match Inclusion
Whenever you have many adgroups containing many keywords, it is invariably easier to keep tabs
and understand what types of keywords are contained within by also including the type of keyword
matching contained therein (i.e. Broad, Phrase, Exact)
Optional Recommendation:
Rename Adgroup Including Keyword Matching – Rename the adgroups to include
keyword matching – eg:
• “Adgroup Name Exact” or “Adgroup Name Broad”. Should the adgroup name be too
long, a shorthand naming system could be employed using the CAPITALS BPE
appropriately.
© 2006 PDQProspects.com GrabACoffee.com
Adgroup Keyword Groupings
Ad Group Keyword Grouping
When you create an ad-group you need to put keywords within the ad-group that are “semantically
cohesive”. This means that the group contains keywords only that all relate to fulfill the needs of the
searcher.
Ask yourself the following question:
“Should “x” keyword be in this group? After all the searcher is reading the advert I specified so
does it make sense to display that advert for that keyword?”
If you’re answer is no then you need to take the contrary keyword(s) out of the adgroup and put into
a new one of their own.
Recommendation:
Group Semantically Cohesive AdGroups – “Semantically Cohesive” means your
adgroup contains groups of tightly focused keywords around a central theme.Your web
prospect will click on your advert because of whatever reason, you may think you have a
handle on what these reasons are but you will not always be right. Regardless, you need to
get into the mindset of your prospect and ask “What do I want”. Think of a user search in
terms of a question being asked. Although they may be asking about ‘X’, what they really
want is ‘Y’. Your job is to anticipate what ‘Y’ is and give it to them on your landing page.
. Group keywords related to ‘Y’ – the question behind the question – in other words
what your prospects want.
. Benefits of Semantically Cohesive Groups:
. Your CTR will go up
. Your CPC will go down
. You will have more targeted prospects going to your site leading to stronger
conversion rates
Keep your adgroups tightly themed – words included in a
higgledy-piggledy fashion will hurt your advertising
budget.
© 2006 PDQProspects.com GrabACoffee.com
The Single Adgroup
Although at first it may seem tempting – collecting all your keywords and lumping them into a
single ad-group for ‘ease of administration’ is not a good idea for a multitude of reasons.
First off, let’s say you have managed to find 1000 keywords for your campaign and you pop them
all into a single ad-group. Yes, you get a single point of administration
(or more accurately a single point of failure)
But look at what you miss:
The ability to group tightly cohesive keywords (which are the mindset of your prospects)
and construct targeted adverts which are more likely to gain a click through to your site.
The ability to have specific landing pages on your site for specific customer psychographics.
This alone will greatly increase your chances of getting a prospect respond to your call to
action – be it an email address capture or a sale.
The ability to keep tight control over the budget of your ‘best’ keywords (where best are
high traffic/high conversion). Sure you can adjust individual CPC’s within an ad-group, but
the granularity and control is not there and the problems inherent with grouping too many
loosely assembled keywords will ensure your efforts are thwarted and money wasted.
Remember Google rewards good advertising performance and looks at all advertiser histories &
in particular, your advertising history when determining how well you are doing.
Adwords is not a fire and forget medium (unless you have a very niche market with very little
competition – but the days of such markets are numbered).
Active campaign management is required to ensure you have not just a return of your investment
but a positive return on your investment.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation:
Create Multiple Semantically Cohesive AdGroups – “Semantically Cohesive” means
your adgroup contains groups of tightly focused keywords around a central theme.Your web
prospect will click on your advert because of whatever reason, you may think you have a
handle on what these reasons are but you will not always be right. Regardless, you need to
get into the mindset of your prospect and ask “What do I want”. Think of a user search in
terms of a question being asked. Although they may be asking about ‘X’, what they really
want is ‘Y’. Your job is to anticipate what ‘Y’ is and give it to them on your landing page.
. Group keywords related to ‘Y’ – the question behind the question – in other words
what your prospects want.
. Benefits of Semantically Cohesive Groups:
. Your CTR will go up
. Your CPC will go down
. You will have more targeted prospects going to your site leading to stronger
conversion rates
. Greater ROI
© 2006 PDQProspects.com GrabACoffee.com
Keyword Research
Keyword Research is ostensibly a never ending pursuit regardless of the number of keywords (both
of the positive and negative variety).
This is because – to paraphrase Einstein –
“Everything is connected to everything else”.
Therefore there are a large number of keywords you can research. Take a look at the following
diagrammatic representation with
primary keywords surrounded by
secondary and finally on the outside
tertiary keywords.
© 2006 PDQProspects.com GrabACoffee.com
Amit Singhal, principal scientist at Google, has said that over 50% of the 200 million searches
performed a day have never been searched before. He also said:
“When performing a search most surfers give a 2-4 word query”.
In almost all cases you will find your best keywords (where
best usually equates to sales) will contain 3 or 4 phrases.
In other words, the customers are searching for a specific
solution to a specific problem.
Most Google Advertisers start and finish with a set of primary keywords directly related to their
business – the majority in fact do a very poor job at finding even primary keywords.
With secondary keywords, you may have landing pages on your site that have articles that are
indirectly related to your business but neatly raise the awareness of your business to the prospect.
Alternatively you could start an entirely different site focused on the secondary keywords but
brokering traffic to your main site.
This is a classic Hub and Spoke pattern where your money site is the hub and secondary traffic
brokering sites are the spokes.
The limit you take this approach to is entirely up to you (you could go to a tertiary level if you
exhaust all secondary spoke options) and no doubt along the way with research you will spot new
profit niches.
You should look to strengthen your own business by
brokering traffic to/from sites you already own or to
affiliate sites.
Remember, the majority of visitors to your site will not
become customers on that site, you need to maximize the
value of each visitor regardless.
© 2006 PDQProspects.com GrabACoffee.com
How about Misspellings?
Misspellings are a huge source of traffic and most adwords campaigns contain very few because of
course most advertisers forget that not everyone spells as well as they do!
To give you an example from Google, a lot of people search for [Britney Spears], you would think
this is a relatively innocuous spelling, well, in a single 3 month period, there were 592 misspellings
recorded by Google for the term.
The correct term equated to some 488941 searches during that period – quite a lot.
The misspellings equated to a staggering 146258 searches, nearly 30% of the volume of correct
searches!
Source: http://www.google.com/jobs/britney.html
Recommendation:
Create more keywords from the given set – Misspellings, contractions, transpositions –
even competitor domain names!
Competitor Analysis – There are various tools on the market now that allow you to get a
very good insight into what your competitors are bidding upon.
Conduct More Keyword Research – Even in the smallest niche markets you will with a
little imagination come up with thousands upon thousands of keywords. When a business
thinks laterally and grows through secondary and tertiary spoke sites feeding traffic to their
site(s) the scope for keyword analysis becomes infinite. With the current limits imposed by
Google on advertisers. You can have the following theoretical numbers of keywords in an
account:
. 25 * 100 * 2000 = 5,000,000 Keywords – There is always room for more keyword
research. The actual limit on an account is variable but starts off around 50,000 –
this is to limit the server load. Accounts that perform better will have their limits
extended (150,000+ over time). You will not be able to focus on thousands of
keywords therefore you really must focus on those keywords (probably expensive
alas due to competition) that will yield results in the form of profit (i.e. conversions).
© 2006 PDQProspects.com GrabACoffee.com
Secondary Keyword Use
Secondary keywords are keywords peripheral to the goal you are looking to achieve in your
campaign. Let’s take for example you wanted to sell insurance to people who engaged in high risk
sporting activities and you thought that the phrase “climbing alone” would be a possible keyword.
This is just too general and is not likely to convert, you need to look at more targeted keywords
instead.
Recommendation
Remove ‘secondary keywords’ – You must recognize that inclusion of secondary keywords
are not likely to give you good results. You should probably look to disable these keywords
and focus instead upon keywords that are likely to give results instead – that is unless you
have an active strategy to convert secondary targets (using different sites and/or incentives
as previously outlined earlier).
© 2006 PDQProspects.com GrabACoffee.com
Keywords Matching Optimisation List
Matching Options
Google allows you to have 4 types of keyword match specification:
Broad Match
Phrase Match
Exact Match
Negative Match
Consider the keyword ‘widget’.
How many ways can you search for this keyword? In theory there are infinite number of searches
that can be conducted but in practice there are considerably fewer thankfully.
However, how should you specify your matching options?
Option 1: Broad Match
This specifies the keyword in an unadorned fashion within your list like so:
Blue widget
What this means is that should somebody search for the keywords:
Blue widget
Red blue widget
Widget blue
Widget who searches for these things blue?
Don’t need blue widget
Then, your advert would show for all of these. This is all very well when broad match (I’ll not talk
about expanded match searching for fear of confusion!) shows your advert for terms relevant to
you. But…
For every term relevant to your market there could be 10, 100 or 1000 others which are not (which
is why when you utilise broad matching you should use negative keywords exhaustively).
© 2006 PDQProspects.com GrabACoffee.com
The upshot of this is two-fold:
1. Your advert will have more untargeted impressions which will result in a lower Click Through
Rate
2. You will receive more ‘tyre kicking’ clicks from visitors who are not in the least bit interested in
your product/service thus increasing your costs.
There is one instance when you would want to utilise Broad
match extensively. The specifics of this technique are
beyond the scope of this eBook.
Simply put, the end result will yield the exact phrases you
need to dominate your market.
That information is for another version…
Option 2: Phrase match
This specifies the keyword by surrounding it in quotes like so:
“blue widget”
What this means is that should somebody search for the keywords:
Need blue widget
Blue widget
Blue widget where are you
Don’t need blue widget
Then your advert will show because the phrase is found within the keywords. This is the next most
highly targeted form of search matching and is an ‘improvement’ on broad match – in terms of
specialisation.
© 2006 PDQProspects.com GrabACoffee.com
Option 3: Exact match
This specifies the keyword by surrounding it in square brackets like so:
[blue widget]
Now, your advert will only show if and only if the keyword
Blue widget
is searched for.
In an ideal world, you will know exactly what every keyword is that your prospects are searching
for and you could therefore have an exact match for a keyword search. This would serve to both
minimise your advertising expenditure and increase your return on investment simultaneously.
But, to get to a point whereby you know the keywords (or at least know as many as possible) which
are profitable to you, you need to conduct some research within your adwords campaign and
through the use of web analytics software on your own server.
Option 4: Negative Match
Negative Match is used whenever you do not want to show your adverts for a particular phrase.
Whenever you use Broad or Phrase match you should employ Negative matching to minimise the
number of times your adverts will be displayed erroneously.
To specify negative keyword matching, you prefix the term or phrase with a minus sign, this is best
illustrated through example:
Negative Match Example
Let’s say you are selling the ubiquitous widget mentioned above and somebody typed the following
into the search engines:
I hate widgets
Obviously you would not want to have your advert shown to this person, therefore you would
specify the following in your negative keyword list:
-I hate widgets
© 2006 PDQProspects.com GrabACoffee.com
Other classic examples of genres you will likely want to include in your negative keyword list are
terms related to:
Pornography
Services (If you’re selling a product)
Specific Products (If you’re selling a service)
Bargain Hunters
Freebie Seekers
People looking for information (Potentially – you may be able to use this market effectively
though)
People looking for software
© 2006 PDQProspects.com GrabACoffee.com
So which is the best matching options to use?
Starting off, it is best to utilise all 4 matching options within your ad-group (unless you are using
broad match as mentioned in the hint above) because:
1. You get to know if there are keywords out there you have missed in your research and can dig
further to find out if they should be specified with more targeted matching or added to your
negative keyword list.
2. More targeted terms (using exact match) generally have higher conversion rates so you can
assign different more cost effective cost per clicks accordingly.
Eventually, as your campaigns mature in time, you will have more and more exact and negative
match match balanced by less phrase & broad match. As a result your advertising costs will
decrease whilst your return on investment will naturally increase as you identify only those
keywords that you know will convert.
Incorrect Matching Side Effects
If the correct combination of broad, phrase, exact and negative match keywords are not employed,
the following problems will be apparent:
More untargeted “tyre-kickers” will click on your ads thus increasing your
advertising costs and decreasing your return on investment
CTR’s will be lower than the should be – which means the cost you actually pay per
click will be far in excess of what you should be paying
Lead Conversion Costs will be significantly higher than they should be
Lead Conversion will be significantly lower
With less targeted impressions, your ad will be shown more
times than it should be, thus accruing and wasting
impression counts on your keywords.
This will mean lower CTR’s and higher CPC’s if enough
untargeted impressions accrue.
© 2006 PDQProspects.com GrabACoffee.com
Correct Matching
With the introduction of phrase, exact and negative keywords into a campaign, you will see the
following results as the campaign matures:
More targeted prospects
Higher CTR’s
Lower CPC’s
Lower lead conversion costs
Higher lead conversions
Recommendation:
Institute Appropriate Keyword Matching – Implement Broad, Phrase, Exact match in
conjunction with aggressive Negative Matching. In the case of negative matching, the web
server logs containing http referrer information (and the searched for keywords) will be
invaluable to reintroduce (where appropriate) as negative keywords.
A powerful strategy was alluded to earlier on in this section
w.r.t. broad matching.
This strategy requires the use of Web Analytics Software.
No matter whether you used the strategy or not, the use of
web analytics software will improve your business profits,
period.
© 2006 PDQProspects.com GrabACoffee.com
Adgroup Adverts Optimisation List
Split Testing Adverts
Google provides you with the capability to split test adverts for each and every adgroup. You can in
fact specify any number of adverts to test if you so wished although this would be an inefficient
way to test unless your adgroup contained keywords that produced a very large amount of traffic
per day.
Your advert provides you with a very short window of opportunity to impress upon your prospect
your message. 4 simple lines of text, but how you use them will mean the difference between the
success and failure of your advertising campaign
Google Advert statistics show a number of different pieces of information:
# of Clicks
CTR
CPC
% Served
When you run 2 adverts side by side in an ad-group, one of them will likely show a significant
difference.
The really important measurement within an Adwords campaign is the CTR.
For example – Advert 1 pulls at 1% CTR but advert 2 pulls at 1.5%. This is not a 0.5% increase in
your advertising effectiveness but instead a 50% increase!
Testing multiple adverts will yield significant differences in your advertising effectiveness.
© 2006 PDQProspects.com GrabACoffee.com
The Importance of Statistical Significance
To be absolutely sure of a result, you would need to take into account statistical significance. A
simple rule of thumb for significance can be stated as follows:
If the difference in the responses between the 2 variables is greater than the square root of the
total number of responses, then the difference is significant statistically.
In an adwords campaign, your clicks are your ‘responses’.
How do you know when there is a winner?
The larger the result set you have to play with, the more certain you can be of the results, a good
rule of thumb though is if you have 2 adverts running, you should wait for 60 combined clicks to
have a good degree of certainty of the winner – the first to 30 clicks will probably be the winner.
A couple of examples:
Conclusion – The above example shows a clear winner. This produces a statistically significant
result because of the rule of significance above – the square root of 32 is 5.65 and the difference is
28.
Whenever you have a test that does not yield such clear cut results, you of course have the option of
running longer tests which will increase the sample and improve your confidence levels.
© 2006 PDQProspects.com GrabACoffee.com
What to change?
The biggest impact you can make to your adverts is by changing your Headline. The second
biggest impact is through changing your Display URL. Lastly in order of importance is the
message body.
On March 7th 2006, Perry Marshall & Jonathan Mizel
conducted a teleseminar for 475 people.
I was fortunate enough to be one of them.
This seminar detailed a technique utilizing Display URL’s
that could increase Click Through Rates by an average of
37% (72% of the time) and in one recorded instance
***up to 900%***
I can heartily endorse your subscription to any of Perry’s
products/services and likewise for Jonathan –
“They know their onions!”
Headlines
Just like in direct marketing, phrasing your advert as a question, and in particular your headline
posing a question will increase your Adwords click through rates – and hence your chance to
maximize profitability.
It’s a simple formula and one you’d do well to follow:
Question? (25 Characters Maximum) QUESTION
Solution Line1 (35 Characters Maximum)
Solution Line2 (35 Characters Maximum)
www.Answer.com (35 Characters Maximum) ANSWER
Another tried and tested technique is to ideally have the keyword that was searched for in the
headline (or less ideally in the message body). There are only 25 characters to play with in the
headline so it has to be
ATTENTION GRABBING.
© 2006 PDQProspects.com GrabACoffee.com
Display URL
Ok, So you get a mere 4 lines of text to play with in Adwords so every single character counts.
Even the Capitalization of letters will make a difference to your click through rates believe it or not.
When crafting an ad, most people spend a lot of time concentrating on the headline (well worth
doing as it is the most important part arguably) and on the ad text (also a good thing but not as
important as you’d think).
After the headline, the next thing that prospects eyes are drawn to is…
your URL
But what can I do with my URL I hear you say?
Just because you have 1 domain name doesn’t mean you need to use it. There is nothing in Google’s
T&C’s that prohibits you from using a different display URL to that of your destination URL –
affiliate redirection is a little bit more ‘hairy’ and you will want to refer directly to Google’s Terms
and Conditions yourself.
What else can you do with your display URL?
And even if you want to use your existing domain there’s plenty you can still do – remember
CAPITALISATION? And then there is sub domains or even appended directory names.
All it takes is a little creativity and you’ll find your click through rates reaching new heights!
Recommendation:
Split Test Adverts – Split test a minimum of 2 adverts running side by side at all times, try
to improve upon your results incrementally by asking “What do these prospects want?” and
putting the solution to this in your advert as succinctly as possible.
© 2006 PDQProspects.com GrabACoffee.com
Domain Name Selection
As already mentioned, the display URL on your advert is the second most important part of your
Google Adwords advert.
If you already have a website, you may be reticent to acquire a new one. Do not let this put you off
as using new domains as an adjunct to your existing site.
Or indeed setting up entire alternative websites
Instead, embrace the concept of split-testing and acquire a number of distinct market related domain
names. Run head to head tests to beat your control and find a winner.
This strategy has massive implications as a click strategy and potentially as a branding strategy
(depending on where you want to go).
With a little creativity, you are almost guaranteed to find
domain names that will increase your advertising efforts
and profits.
If you find 1 domain name attracts 10, 20, 50, 100% more
clicks than another – you know that domain name
resonates with your target market and will have the same
impact elsewhere both online and offline.
Powerful stuff.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation:
Run A Domain Name Test – Regardless of whether you have an established domain name
(unless you are a household name or a dominant player in your own genre – instantly
recognizable), it is very likely you will realise significant more profitable results directly
from this one test. This doesn’t mean you need to run 2 websites as the new domain name
could purely have a landing page(s) that integrate with your existing site thus minimizing
any fuss.
© 2006 PDQProspects.com GrabACoffee.com
Bid Pricing Optimisation List
Best Bid Positions
The following diagram shows the eye fixation patterns of web users as detailed in a study conducted
jointly by:
EyeTools.com
Did-It.com
Enquiro.com
The Triangle marks the spot where the majority of eye fixation takes place – where
you might expect, i.e. The top of the natural search listings.
The Rectangle is the next best place to be (although nowhere near as well “scanned”) -
this represents the top 3 sponsored results listings.
The “Fold” is the equivalent of the offline “fold” in a newspaper. If you’re listing is
below the fold (be it sponsored or a natural listing), the likelihood of exposure is much
smaller.
So, the higher up you are, the more visible you are and as a result, the more clicks you will get.
© 2006 PDQProspects.com GrabACoffee.com
However, this does have a downside when it comes to paid listings such as Google Adwords.
Although the top 3 positions command the most click throughs, they will also suffer from too many
click happy surfers who have no intention of making a purchase from you.
Note: Sometimes there are 1 or 2 premium adverts shown at the very top of the natural search
listings – these positions can yield CTR’s twice or three times as high as “normal adwords listings”
on the right hand side.
Many businesses find that there is an optimal position for
their advert listing in terms of profitability – at least
initially because longer term you should look to be able to
command the top positions and still have maximum
profitability through high CTR’s/low CPC’s and testing
your website conversion statistics.
For many markets, the most profitable positions can in fact
be in the range position 4 through 8,
Not positions 1 through 3
One hypothesis for this is that users often check multiple results when searching for what they want
and as most people work in a linear top-down fashion, results at the bottom are clicked last. Couple
this with the psychological persuasive effect of ‘recency’ and you now have a more qualified
prospect coming to your site.
What position for you?
This will only be determined through implementation of tracking and testing results with your
campaign and your website in an end to end fashion. The general rule of thumb though is to avoid
bidding on the top 3 positions as a matter of course unless you have a profitable back end sales
process in place and you are sure your visitor value is sufficient to allow for high initial prospect
acquisition costs.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation:
Experiment and document bid position results – Unless you know your bottom line ROI,
you will not know what the best bid position for you and your market is. Over time with
enough information, you will be able to determine what the optimal bid position is for a
particular adgroup/keyword and adjust accordingly (you may need to employ various
automated tools and/or employ full time campaign management services to achieve this).
© 2006 PDQProspects.com GrabACoffee.com
Conversion Analysis
Before we talk about conversion analysis and tracking, there is one hard and fast rule you must be
aware of on the Internet – the majority of visitors that come to your site are going to leave empty
handed.
No site will ever have a 100% conversion rate.
You can however be ahead of 99% of the other websites on the market by adopting exit traffic
strategies. Work the problem from both perspectives –
Converting customers and…
Mitigating inevitable losses when people leave
Failure to do so will have a seriously adverse reaction on your bank balance.
© 2006 PDQProspects.com GrabACoffee.com
Tracking
Google allows you to implement conversion tracking through the use of Javascript and Cookies –
this is a common technique to track your visitor behaviour.
The basic premise is like so:
Step 1
Your website is ‘discovered’ and the user clicks through to a specific landing page. At this point a
cookie is placed on the clients PC (and/or the IP address is recorded for later comparison).
This could be using PPC advertising, it could be an affiliate
link, it could be banner advertising, it could be as a result
of an endorsed email, the end result is that the user finds
your site and clicks through to a specific landing page.
Step 2
Your landing page(s) will have a specific call to action, it could be a direct call for a sale, it could
be a sign up to a newsletter for example.
You should always split test adverts, landing pages, sales
pages and offer pages to realise maximum profit potential.
Make sure you have a single call to action. Give your
visitors multiple choices and you will hurt your conversion
rates.
© 2006 PDQProspects.com GrabACoffee.com
Step 3
At this point, the user will have successfully committed the action you wanted and you bring them
to a Thank You page. This page has the conversion tracking code in place which will increment a
simple count of actions. As you will have implemented tracking seeing how people came to your
landing page(s), and now how many people have acted, you will know your conversion rate.
For example:
Campaign 1 produces 100 people clicking through to your landing page.
Out of the 100 people who arrive, 2 people respond to your call to action and reach the ‘Thank
You’ page therefore your conversion rate is:
2%
Your “Thank You” page is one of the most valuable pages
on your website. Using it to say
“Thank You”
without monetizing it in some way is a MISTAKE.
Consider a
One Time Offer
as an example.
Google Tracking
Google allows you to implement conversion tracking for free. It should be used as it can give an at a
glance figure for conversion tracking. This figure will not be correct though – as there are issues
with the following:
1. Javascript & Cookies being blocked on the client side (this is the infrastructural components used
by Google to implement tracking)
2. Conversion statistics are applicable only to the server side (i.e. Google impressions/clicks) –
Remember, clicks are not unique visitors to your site – multiple clicks can be generated by a single
visitor therefore your conversion tracking will not be accurate on Google.
Therefore for the most accurate conversion statistics, you will always need to implement tracking as
close to your business (be it online or offline testing) as possible.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation:
Institute Tracking – This is of course not just an ‘online concept’. The only way you will
know how your business performs, both online and offline, is to institute measurement
systems – tracking if you will. With tracking in place you will be able to make optimal
informed decisions as to what advertising is working best for you, run with the winners and
cut your losses with the losers.
. Bottom Line – Without tracking and it’s partner testing, you will lose money and
worst case scenario go out of business to other’s who do employ these methods.
Test, Track, Test
Test, Track, Test
Test, Track, Test
Oh yes, did I say
“Test, Track, Test”?
But only if you want to make money online.
© 2006 PDQProspects.com GrabACoffee.com
Split Testing
To grow your profits, you need to do the following on a continual basis:
Split Test 2 Adverts
Split Test 2 Landing Pages
Split Test 2 Sales Pages
Split Test 2 Offer Pages
Here you can see a simple graphic representation of the above ‘Sales Funnel’:
If you fail to split test and track, you are wasting money advertising and minimizing your business
profits.
© 2006 PDQProspects.com GrabACoffee.com
Recommendation – So Important I say it again!:
Institute Tracking – This is of course not just an ‘online concept’. The only way you will
know how your business performs, both online and offline, is to institute measurement
systems – tracking if you will. With tracking in place you will be able to make optimal
informed decisions as to what advertising is working best for you, run with the winners and
cut your losses with the losers.
. Bottom Line – Without tracking and it’s partner testing, you will lose money and
worst case scenario go out of business to other’s who do employ these methods.
Landing Pages
Akin to split-testing, the construction of landing pages specific to “what a prospect is looking for”
will improve conversion rates.
For example, let us say a prospect is looking for a cream to rub into sore muscles, if they searched
for the phrase:
“sore muscle cream” and the page you directed them to also had this term prominently displayed in
the headline, you will notice an increase in your conversion rates for that particular keyword.
Recommendation:
Implement Landing Pages – Implement landing pages in conjunction with split testing for
said landing pages.
© 2006 PDQProspects.com GrabACoffee.com
Adwords Advert Exposure
So you’ve set up your account and your adverts are showing, you type in a keyword search term
you know your ads will show for but hey – you’re not in the list!!!
Why is this?
Well there are a number of reasons why this could happen – here is the link within Google’s FAQ
that lays them out in detail:
https://adwords.google.com/support/bin/answer.py?answer=6105&ctx=en:top5
We will now focus on one of these issues in particular – your daily budget allowance and how the
right mix of maximum CPC and daily budget is crucial for the success of your campaign.
Why Daily Budget Is Crucial
If there is a large advertiser demand then you are unlikely to get 100% advert exposure as there are
a limited number of adverts displayed during a day.
For keywords that are not as competitive, you may well get 100% exposure of your adverts
throughout the day. This is of course the ideal but in the case of competitive keywords it is not
usually achievable as the cost to display them would be prohibitive.
How can you maximise your exposure for a given keyword?
By increasing your campaign daily budget, not by increasing your max CPC.
Why?
Consider this – you decided to have a max CPC of £1 and a daily budget of £2 pounds, by midday
you have had 2 clicks averaging £1 – Adwords stops serving your ads because you’ve used your
daily budget.
For the rest of the day your competitor’s ads are showing and yours are not.
But…
© 2006 PDQProspects.com GrabACoffee.com
If you increased your daily budget to £5 and reduced your max CPC to £0.5, you could have 10
clicks or more depending on the actual CPC’s.
Getting the right balance with daily campaign budget and maximum CPC’s is crucial to
maximizing your profitability with your campaigns.
If you have a limited advertising budget (and let’s face it, most businesses do), then you are better
served having your advert in one of the lower display positions on the first page and shown more
often throughout the day (i.e. more exposure), the more exposure you have the more clicks you
will get and consequently more sales.
Therefore – increasing your campaign budget will be more profitable (you must of course be
working hard on conversions) than increasing your max CPC, i.e. increasing your advert exposure
rather than your advert’s position on the search results page.
Increasing Your Campaign Budget is more profitable than
increasing your Cost Per Click in isolation.
© 2006 PDQProspects.com GrabACoffee.com
Examples
There follows 4 simple examples to illustrate the different ways advertisers use Adwords starting
with the worst examples moving to the best.
Example 1 – Inefficient (Worst case scenario)
An inefficient approach to adwords advertising is shown in the following diagram:
Here we can see that the advertiser has too high a CPC and too low a daily campaign budget.
© 2006 PDQProspects.com GrabACoffee.com
Example 2 – Underserved (Slightly better)
An under-served approach to Adwords advertising is shown in the following diagram:
This example shows us a low campaign daily budget and a low max CPC for the keyword (low
relative to page 1 results that is).
© 2006 PDQProspects.com GrabACoffee.com
Example 3 – Optimized (Where most advertisers should aim)
An under-served approach to adwords advertising is shown in the following diagram:
Here we see the CPC is relatively low but the campaign budget allows for high exposure thus
giving more impressions and likely more sales (dependent on your skills at conversion).
© 2006 PDQProspects.com GrabACoffee.com
Example 4 – Maximised (Where the big boys live)
An under-served approach to Adwords advertising is shown in the following diagram:
Here we see the CPC is “high” (their CTR will also be high thus offsetting costs) and the campaign
budget allows for high exposure thus giving more impressions and likely more sales (dependent on
your skills at conversion).
This is the ultimate aim of your Adwords campaign – to be able to dominate your market by being
able to pay high CPC costs all the time as you are able to make more profits through scaling your
budget.
Summary
To increase your advert exposure – you must increase your campaign daily budget.
To increase your advert position, you increase your maximum CPC.
© 2006 PDQProspects.com GrabACoffee.com
What is Adsense?
I couldn’t leave this document without talking a little bit about this powerful addition to your
marketing plans – no matter what your site strategy (provided you are not up to some nefarious
activities!), you should be able to integrate Adsense.
This is a passive way of earning money from visitors to your site – remember, the majority of
visitors will leave your site without becoming subscribers or customers, probably never to return
again. Therefore you need to mitigate any losses through this type of “exit traffic strategy”.
Adsense is best illustrated through example – the best way to see it in action is to have a look at the
following page one of my websites: Just click on the following link for an example
Click Here For An Example of Adsense in Action
Note how the adverts are interwoven with the content of the site. Adverts are displayed within the
context of the content & this kind of integration will yield you the best results. You have to
remember, unless the goal of your site is one monetized purely by Adsense (or similar) earnings – if
that is your endgame, you need to know about virtual real estate empires.
I don’t claim to be an expert in the Adsense arena (it is the flip-side of the coin Adwords is on) but I
do know of two experts that can help you in your Adsense efforts:
JoelComm – of Adsense Secrets fame
Liz Tomey – aka the AdsenseGirl
One tool I have used and know you will find indispensable is:
Adsense Tracker
© 2006 PDQProspects.com GrabACoffee.com
Wrapping up
I hope you have found the information in this eBook to be of use to you. I have included some
further resource links below I know will help you with your own online business.
I am also working on a new Adwords course scheduled for release soon, to register your interest to
obtain a copy, please
Send a blank email by clicking here.
To your success,
Tom O’Brien
PDQProspects.com
SelfHelpTips.com
Questions?
If you have any specific questions, you can submit them by sending an email to the following
address:
Send your email by clicking here
I cannot promise you will get a direct response due to time constraints but I will answer as many as
possible and include the answers in the upcoming Adwords course.
© 2006 PDQProspects.com GrabACoffee.com
Marketing Experts
One things for sure, to get ahead in business you need good advice, sound tactics and strategies and
the ability to take action. In my online journey to date I have come across several experts (“GURU”
has become a four letter word – what do I mean become, it always has been!!!) whom I believe you
should take heed of to further your own results.
There are more besides these experts whom I would also recommend but one of the things I know
you must protect yourself from is information overload (yours truly is no exception), hence the list
is an abridged one. If I get a clamour from you asking for more then I will of course add more in
due course
Online Marketing Experts
John Delavera
Jason Lewis
John Reese
Paul Myers
Mark Joyner
Michel Fortin
Alexandria Brown
Click Here To Find More Online Marketing Experts
Offline Marketing Experts
Jay Abraham
Chet Holmes
Michael Gerber
Click Here To Find More Offline Marketing Experts
© 2006 PDQProspects.com GrabACoffee.com
Resources
Rather than overload you with a vast array of resources, I have provided two resources in each of
the following categories that will no doubt help in your overall Internet Marketing efforts.
Adwords
Adwords Resource 1 – Click Here
Adwords Resource 2 – Click Here
Adsense
Adsense Resource 1 – Click Here
Adsense Resource 2 – Click Here
Affiliate Marketing
Affiliate Marketing Resource 1 – Click Here
Affiliate Marketing Resource 2 – Click Here
Traffic Generation
Traffic Generation Resource 1 – Click Here
Traffic Generation Resource 2 – Click Here
Autoresponder
Autoresponder Resource 1 – Click Here
Autoresponder Resource 2 – Click Here
More on next page, please scroll down…
© 2006 PDQProspects.com GrabACoffee.com
List Building
List Building Resource 1 – Click Here
List Building Resource 2 – Click Here
Ezines
Ezines Resource 1 – Click Here
Ezines Resource 2 – Click Here
Web Host
Web Host Resource 1 – Click Here
Web Host Resource 2 – Click Here
Split Testing
Split Testing Resource 1 – Click Here
Split Testing Resource 2 – Click Here
© 2006 PDQProspects.com GrabACoffee.com
Glossary
Term Description
Adgroup A grouping of keywords that allows specific
targeted adverts to be used. Split testing of
adverts is catered for at this level and should
ALWAYS be employed.
Campaign Highest level categorization structure in your
account – you can have up to 25 adgroups in any
campaign. Campaigns allow you to target
different content distribution types (eg Search
only, Google Partners or the Adsense network)
and also different geographic
CPC Cost Per Click
CTR Click Through Rate
© 2006 PDQProspects.com GrabACoffee.com