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Pay Per Click
PREFACE: An effective Adwords campaign can be put up in as little as 10 minutes and even the most complex in just a few hours so don’t get bogged down by the details or uncertainties. The beauty of this type of campaign is it can be adjusted and tuned at anytime for near instant results and changes. Read this report and Just Do It!! After your set up, It’s all about Fine Tuning and Small Adjustments. The reason I am sharing PPC with you first is because this is what I did first. As an additional resource I highly recommend Perry Marshall’s material especially his book called ‘The definitive Guide to Google Adwords’ and his Newly created community ‘Adwords Success Team’
Roger Silen’s 7 Steps to Google Adword Success (Just follow along step by step)
1.) Identify Your Product and become familiar with it. This step should not be overlooked. You need to know your product so that you can proceed to Step two which is choosing the Right Keywords. When you look over your product/service try to summarize the features and benefits. When your looking for reasons why someone would want your product (in our case 1StepSystem) you need to think what specific Problem we are solving for them. Basically you need to know what your potential customers would be punching into the Search Engines when they are looking for a solution to their problem. Everybody has a problem they need to solve. If you can get a good handle on this then you have the basis for a very successful Adwords Campaign. (ie. Earn more money, work from home etc…) What did YOU key in when you first came across the 1StepSystem?
2.) Pick your Main Keywords. This is a two step process that will include you coming up with words or phrases you imagine your potential customer would be looking for on the search engine and then doing some Keyword Research on those terms to see which ones have the best blend of high demand/low price. This will require a couple of tools (some are FREE some are not…you decide on which ones to use.) Okay…here we go: Part a) .....come up with as many Keywords/phrases as you can that you imagine your customer would be searching for and make a list…go ahead… write them all down. (The more the merrier. 100-200 is not too many) Okay you’ve got your list… on to Part b) we are going to utilize some tools to decide on exactly which ones will give us the best result for our money. Following is a list of tools and a brief summary of each.(I used only the free ones to get started and then purchased the others later after I already had a little success)
Overture Keyword Popularity Tool (FREE) This tool is free and is offered on the Overture Website under Campaign Manager. You can access it here: http://www.overture.com/keywordtool All you do is type the Keyword/Phrase into the box and it will compile how many times that term has been searched the previous month. It will also show you a list of other similar terms and how many searches they have as well. They are listed in order of highest volume. This is really significant information. Do NOT OVERLOOK THIS STEP!! What your looking for are words in your list that have a high search number. You can also use this tool to add words/phrases to your list. Infact this is where I get most of my Keywords. **TIP – you can actually click on each of the words that are displayed to get even more or deeper searches. This is called digging!
Overture Bid Price Tool (FREE) This tool will show you the Maximum Bid price on the selected keyword. All you need to do is type your keyword/phrase in the box and it will show you the price you would have to pay if you wanted the top spot. Keep in mind you never want the top spot. Although you will get a lot more traffic it will generally be less quality traffic. You want to get into the 4-8 spot for the best combination of traffic volume, price and traffic quality. Although the results are solely based on Yahoo/Overture searches they are very indicative of what to expect on Google. I find that google is actually a little cheaper then the bids you see on Yahoo using this tool. Access it here: http://www.overture.com/bidtool **TIP - After I find a word that has higher volume and not too high a price I will do a quick search on google to get a look at how many other advertisers have ads posted. I will also take note of the wording of their ads and what they are selling.
Here are a few other products that I highly recommend when your budget allows especially Competition Equalizer
-Tool to help with Keyword Selection
-Another tool to help with keyword selection with some unique features
-Reveals who your competition is -Which Keywords your competition considers valueable -Open your competitors websites to reveal their marketing strategies -Reveal all your competitors Ads -Plus so much more
3.) Compile your Master Keyword List based on your research. Again, you want as many as you can think of but don’t get to worked up because you can add to your campaign as you think of more relevant terms later on, even on an ongoing basis) I started my campaign with about 20 Main keywords Here’s a checklist for your words: a. Words with a high search count b. Words that don’t cost too much(you will have to find a balance between this and the search count from above) c. Preferably A word/term that does not have too much competition. Just do the same search on Google to see how many adword Ads show up. d. Words that you feel pretty sure your potential customer would be searching for.(The more relevance the higher click through and the better the conversion will be)
4.) Take your list of Keywords and create your ADGROUPS. Once you have 20+ keywords or phrases (You should actually have much more by now) you will be making what Google calls Adgroups. First, group all the really similar terms you have together. If all your words are different then that’s fine leave them by themselves. Name each Adgroup using the main keyword. Nothing fancy here. Now we are going to grow our word lists inside each individual Adgroup. An Example: You may have the Keyword ‘Home based business’ In your adgroup you would then think of several different variations of this term preferably keeping the keyword in the new terms (You may have already done this in the previous steps) : home based business online, small home based business, how to start a home based business, etc. The last step here is to add something called “phrase matching”. We will make duplicates of all your words by typing them with brackets [] and with quotes””. With out getting into too much detail this creates more targeted traffic and will consequently increase conversion. Some people go so far as to only use their selected keywords with brackets and quotes. I recommend using all three. Here’s an Example of how your Adgroups look inside your Campaign:
Campaign Name - 1StepSystem Adgroup 1 Name Home Based Business keywords Home based business “” “home based business” “” [home based business] “” start a home based business “” “start a home based business” etc….. AdGroup 2 Name Make Money Online keywords Make money online “” “Make money online” “” [make money online] “” make money online from home “” “make money online from home” etc….
**TIP – Google has videos and tutorials on how to set up your ad campaigns properly. (example where your ad copy goes, how to create a campaign, how to add an adgroup etc.) They also have tips on how to improve your campaign. All FREE resources and extremely valueable. It’s actually a fairly easy and straight forward process.
5.) Write your Ad Copy. You will be writing a different Ad for each Adgroup. However they can be very similar. A couple things to remember when you write your ads: -Build curiosity -Use the keyword in the Title and the Body if possible -Answer questions – remember you are problem solving (Whats in it for me, what will your product do for me. Your Only Goal is to get the click here) -Try to use emotion and anything that appeals to the senses (if possible) -Use terms like Limited time…or 24 hours left…or NEW etc…
For ad writing you can either use ideas from your 1Step Back Office Marketing material. One of the best sources is the Audio Program titled “Internet Marketing Basics” They have also pre-written some ads for you in the PPC center of the Marketing Center. Search the competition. Don’t copy word for word but copy formats!
Example Ad Great Home Based Business Earn $500 a day from home Bonus Next 24 Hours Only
**TIP Here’s a cool little tool that will score your adcopy. All you do is type the phrase and it will spit out a number score. http://www.glyphius.com
Now your google adwords campaign is ready…….BUT………your not finished the MOST important part is next:
6.) Split Testing. TEST, TEST , TEST!!! After you have each adgroup put together and you have your ad ready you need to participate in whats called split testing. You will essentially place a second ad for each adgroup. Google will then show each ad equally and tell you which one is pulling better. After you get 30 hits for an ad you will see a clear leader. Try not to cut an ad until 30 hits however as this has been shown to be about 95% accurate. Anything less is not so absolute. When you find a clear winner get rid of the weakest Ad and repeat the process. You always want to test and try to improve your adcopy. Wording is very important. So much so that Google rewards you by giving you better placement if your ad is more relevant. How do they know if your ad is more relevant? Because you will have a better click thru rate.(the number of people that click on your ad as compared to how many times it is shown (impression) which , of course, depends on how many people search for your carefully selected keywords.
Trouble Shooting your Campaign
7.) What to do when your Ad doesn’t seem to be showing or you are not receiving the traffic you expected.!!?? a.) check your bid price and the approx. placement using the keyword tool in your google account b.) Check the approval status. Sometimes if there are spelling mistakes, grammar or statements that Google determines to be non-relevant they may disable your ad c.) Check to see what your click thru rate is. They may disable any ad that falls below 0.5% CTR. (Usually means it’s not relevant enough) d.) Google only has to show 1 affiliate url per search page. If someone else is also advertising 1StepSystem on your same keywords and re-directing to the affiliate website they may not show yours -Solution: Build a new web page so that you do not have this problem but only send people to this page that you are forced to. And of course link it to your 1StepSystem site. Most times it should work fine however. If you build a website you just want a landing page. Do not repeat what your 1Step site has because that is where you will send them next through your links. Keep it short and sweet!! Your only goal on this site would be to get them to click through to your 1Step Sales Site. (www.xxxx.1stepsystem.com) (Your 1StepSystem website is the best one to send people to and should be used whenever possible)
Tools for building your own website! Lead Page Generator (FREE, In your back office under Software.) Hosting & web name registration http://www.Nathosting.com - Cheap and Effective Web Hosting http://www.Godaddy.com - Cheap Domain Name registration
Final closing thoughts. There are many different advertising methods to use for our 1StepSystem business. I view a Google Adwords campaign as a good starting point and a Crucial Step in building your marketing abilities. There are many other ways to generate traffic, but none so quickly as an effective Google Adwords Campaign. The skills learned with google adwords can transfer into all other areas of your marketing and WILL make you a better marketer and copywriter. You can apply these learned skills for selling anything online. It’s like a crash course in “Direct Response Marketing”. If you do Adwords and you are patient and meticulous you will see sales. You will also have learned a skill that will allow you to launch a successful campaign for ANY other product you are so inclined to add to your portfolio.
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