Preliminary Survival Steps for Adwords Success
Posted by Mike Beatham on: 2005-07-04 17:09:14
Self SEO > Pay Per Click Articles
I'm going to give you two options here, you can either watch your free video or you can read through this article.
The video is located at: http://www.futureaffiliate.com/ppc1.html
(afterwards, if you're interested in seeing the rest of my course, go to http://www.futureaffiliate.com)
What I find is a lot of marketers do have a great set of keywords, they have a great product to promote (whether it's their own or someone elses), BUT, they go and ruin it all by structuring their campaign all wrong.
What I mean by structure is the preliminary stages you should go through to set up targeted ad groups that work WITH the ad.
It's important not to just lump all your keywords into one adgroup, but it's also important to have some initial, central key terms that you are going to write your ad around.
Here's how (as in my video) to set up and structure a targeted adwords campaign. Follow this step-by-step everytime, you should be fine
- First, find your main niche keyphrase. This is the most general, ideally 1-word term that encompasses your product's or service's niche. IN my example for promoting a grant claiming service, the top level keyword is, yes, "grant"
- Next you need to split this top level keyword into ideally 2-word phrases that cover what different searchers on Google will be looking for. E.g. look at the different areas your product covers such as (in my example again) EDUCATION grant, BUSINESS grant, DAYCARE grant etc.
These will also be your Adgroup names and what your ads will be written around for various benefits such as emboldened text.
- write your ad (you will look at expanded keywords later, and my course goes into this in part 2)
so if the first adgroup is BUSINESS grant, we want to write the ad around that central term so we are targeting a specific type of person here - someone who is looking for info on how to claim for a bizz grant!
- first, put that central term as the first line in your ad, followed by a trail off (a trail-off is where the reader has to go onto the next line to finish the sentence or phrase)
With trail-offs, this makes them read the whole ad, rather than just getting closure on the first line and clicking on your ad without getting the full picture - ver important they read ALL of your ad to get the full idea of what you're offering them.
- include 2 hard hitting benefits. Take these from the website you're promoting, so when the visitor clicks through, they will see these benefits almost uncannily and as a familiar kind of reinforcement. Psychology! Again, use trail-offs on line 2 so they have no choice but to read onto the final line...
- Close with a call to action such as "get yours now" or "don't miss out". I've found the cliche and classic action phrases work the best, people don't seem to turn away from them even if they sound cheesy!
A call to action will push the reader to click on your link, and now they've read all your ad, and seen a couple of benefits, they should be primed nicely for a sale.
TIP: to prime them even more, send them onto a landing page that compares similar services or products so they have a choice and they have a chance to take another positive action.
TIP: liven the URL in your ad up a bit by capitalizing each word - e.g. www.futureaffiliate.com would just be FutureAffiliate.com
Follow these preliminary steps and you should be in a great position with your sponsored ad!
Again, you can watch my video on this (sinks in better) as a gift to you at http://www.futureaffiliate.com/ppc1.html
If you enjoyed that video (or found it completely boring but learnt from it) you should see the rest of my course which looks at promotion methods for affiliate products and inventive affiliate marketing to earn money online. It's free...
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