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Google AdWords Advanced Tactics - Part 1
If you haven't tried using AdWords advertising, you really should give it a go. You can find out more about it on Google's information page here: https://adwords.google.com/select/ To be honest, I am really writing this newsletter for those of you that currently use Google AdWords, or have at least tried it in the past. If you have yet to give AdWords a try, you might like to save this mini course for reference later on. Let's get down to the advanced tactics… How to improve your ad 'clickthrough rate' As you know, Google will penalize you if your ads don't acheive at least a 0.5% 'clickthrough rate'. In other words, for every 200 views of your ad, you must get at least 1 click. If your ads fall below this 0.5% threshold, they will begin to be shown infrequently and then eventually, stopped being shown altogether by Google. So, initially your ad must at least get above 0.5%. Obviously to get more clicks, you will want to improve your ad so that you can achieve a clickthrough rates of 1-4% and beyond. In some cases for very targeted keywords, you may even be able to achieve up to 10% and possibly higher. Correctly targeted keywords… The first thing you must address is your keywords. It's all very tempting to stick in a bunch of keywords that don't relate to your product, just because they get a load of traffic. This is a big mistake! It could be argued that people
searching for info on 'website hosting' may also be interested
in buying a book on marketing. However, at that precise moment
they are looking for 'web hosting' info. So, it stands to reason
that if your ad is marketing a product that is completely different
from the keywords you are I know that's common sense, but I see so many people doing this. So, let's assume that you have built a list of targeted keywords, that are highly relevant to the product you are promoting in your ad. How can you improve
on the words in your ad, To begin with let's look at how we can improve your ad, without changing a single word! Yes, that's right. The first thing you should do is to make the first letter of each word a capital. I don't just mean the main headline, but all the words. I've read about a number of tests from other marketers that have shown this works. I've also tested this on my own ads and seen the clickthrough rate go up by an average of 0.1-0.5%. Just so you get what I've just said, here's a before and after… Before- Get cheaper insurance After- Get Cheaper Insurance I had a similar ad to the one above that was getting 0.5% clickthrough. After changing the first letters to capitals, I saw the rate push up to 0.9%. Amazingly simple, but effective. To go one step further you can also try putting capitals in the website address. So for the one above it would now be: www.TestInsurance.co.uk This helps the reader to quickly see what the different words are in the website address. Add a keyword onto the end of the website address… Another trick you can use is to add a 'teaser' or relevant keyword onto the end of the address. When you are setting up your ad, you type in the website address you want displayed, and a different one for where you want people to go when the ad is clicked on. Google states that you must send them to the same domain name that is displayed in the ad. Using the same ad above you might add on the phrase 'discount offer'… Get Cheaper Insurance The Internet surfer will still be taken to the same page as before. However, the URL link makes it looks like they are going to a special 'Discount Offer' web page. I have used this technique to good effect in some of my own ads. Now I want to be clear here. If you will not be taking them to a discount offer page, you shouldn't imply that in your ad. Google will penalize you if you give false impressions in your ads. I used this technique myself when I was promoting an insurance company website. They had a deal where they were giving an extra 15% discount on their insurance. This info was plastered all over their home page. So, to help enhance my ad, I added the '/DiscountOffer' extension to the website address just like the one above. People clicking on my ad were just taken to the main homepage via my affiliate link. All the details on the discount offer were there for them to see straight away. I saw the clickthrough rate on my ad jump up from 1.2% to 1.6%, just by making this change. In the next part we will be looking at how to improve the text in the headline and sub headline to improve the ad response. I will also be showing you how to set up 'split tests' on your Google AdWords campaigns, so that you can easily see which of the changes to your ads work and which ones don't. I hope you found this useful,
Jason Lewis P.S. For those of you that have been following, I'm still working like a madman on my Project 'D'. What I originally thought was going to be a very, very simple product has turned out to require a lot more effort to get done. It will look very simple when you see it, but there is a lot more to it than meets the eye. I'm very close to getting the first
draft of the website online for you to have a look at. Don't worry;
I haven't forgotten that I promised to give you one of them for
FREE. More info soon… |
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