|
There's a reason why Google grosses
$6 billion/year. Searchers click on those little,
3-line ads, to find what they're shopping for. In
fact, Google Adwords pay-per-click (PPC)
advertising is the most realistic way for new or existing
businesses to add thousands of dollars/day in new
revenues, starting in just 15 minutes...
How does one PPC advertiser achieve the #1 position on Google Adwords,
while a competitor remains buried on page 2? What
makes the difference between Overture campaigns in
the red vs. those in the black?
There are 4 keys to PPC profits:
1. Programming
2. Keywords
3. Bidding
4. Copywriting
Master only one, and put your campaign on Pause. Master only 2, and
you'll still be in the red. Master only 3, and get mediocre
results. Master all 4, and watch your revenues soar.
Most PPC ads leave money on the table,
due to low clicks from programming errors. Or, unqualified
clicks drive-up Google and Yahoo's stocks, instead of yours. Plus,
the lack of knowledge of advanced copywriting strategies
shows in unpersuasive ads. And, that's just the tip
of the iceberg...
Which Copyriter Will Earn You More Money:
Yourself or an Adwords Consultant?
Obviously, Google Adwords profits start with your choice of the
most effective copywriter, whether yourself or a
Google Adwords Consultant. It all comes down to who will earn you more money,
yourself or a consultant? And, if you suspect that an Adwords consultant can outdo you,
then how do you decide which one to select?
So, the following 16 questions are
designed to help you interview Google Adwords consultants.
Plus, you'll get an insider's knowledge of what
goes on behind the scenes, while writing your PPC
advertising campaign. (Most of these questions apply
to Google Adwords, more than Overture.)
Notice, a few trick questions are
included, to test Google Adwords consultants' competence and honesty.
(These questions are designed to flush-out deceivers,
who promise anything to tickle itching ears.)
Since there are no numerical answers
to some of these questions, beware...If an Adwords consultant
promises you specific numerical results, then immediately,
make a polite excuse to hang-up the phone. But, if
he answers sincerely and wisely, then try to reserve
the next open time in his schedule.
Once you're armed with these trade
secrets, you'll feel more confident in your quest
for those elusive PPC profits…
1. How interesting, clear, and
persuasive is the Google Adwords Consultant's website copywriting? (A question to ask in your own mind.)
Does his website, advertising copy
mysteriously compel you to click on his "Contact"
link? If not, then what makes you think he can write
PPC ads that compel searchers to click on your link?
2. Is my product/service marketable
on PPC search engines?
Do you have any competitors on PPC?
If not, then take your foot off the gas pedal, slow
down, pull over, and look at the map…
Believe it or not, a few, new products
fail on PPC. Why? Because their concept is so new,
they have no popular search terms yet in the English
language.
For example, how many popular keyword
phrases can you think of for a software program to
help legal email marketers bypass spam filters? (I
confess: Not my strongest campaign. Yet, now I'm able to
forewarn prospective clients who have a similar keyword problem.)
Of course, you can target indirect
keywords, but direct keywords convert much higher.
(Nice to know when you’re paying for every lead,
isn‘t it?)
That said, there’s a 95% chance
your product/service is a good candidate for PPC search
engine marketing, especially if competitors have long–running
campaigns.
3. How many keyword phrases will
you find for me?
It depends on your product/service.
Ideally, you should receive a list
of hundreds of keyword phrases, ranked by traffic, like
the list below. Next, brainstorm with your Google Adwords consultant
to delete unrepeatable searches, and identify negative
keywords. Finally, that may leave a couple hundred
or few hundred keyword phrases - sometimes more, sometimes
less.
Then you can add thousands of keywords
with unknown traffic, if they're available.
4. How much traffic will those
keywords get?
One dirty trick is to promise thousands
of keywords, which will rank #1 on Google Adwords.
However, what they may not tell you is that those
keywords only get about 5 searches/month.
What you really need is a keyword
list ranked by the number of searches/month. As an
example, for the keyword "diet," here's a list of the
top 10 of 100 searches on Yahoo for July 2005:
| Traffic Rank |
# of Searches
in July 2005 |
Keyword
Phrases |
| 1 |
1,230,166 |
diet |
| 2 |
395,578 |
diet pill |
| 3 |
234,026 |
south beach diet |
| 4 |
214,236 |
zone diet |
| 5 |
152,489 |
diet program |
| 6 |
143.004 |
diet plan |
| 7 |
106,721 |
atkins diet |
| 8 |
98,340 |
diet product |
| 9 |
85,102 |
diet weight control |
| 10 |
74,997 |
diet food |
5. How many Ad Groups will you divide
the keyword list into?
It depends on the diversity of your
keyword list. But on average, about 10-40 Ad Groups
maximizes response.
6. How many ads will you write for
those Ad Groups?
One of the most costly and common
mistakes is using the same ad for all your keywords.
You must, I repeat, you must change at least the ads’
headlines to include each different keyword phrase.
The goal is to get the keywords highlighted in bold
in the search results.
Why bold highlights? To stop readers
from skimming when they see exactly what they’re
searching for in bold. Plus, if the keywords require
it, you must change ads’ body copy to compliment
them.
A highly-optimized campaign may test
as many as 40 ads on the highest traffic keyword Ad
Group, and 100+ ads for the whole campaign. If you
don’t understand how a Google Adwords consultant can find over
40 variables to test in one ad, that’s the advantage
of knowing dozens of direct response copywriting strategies.
7. How many negative keywords will you find?
Highly optimized campaigns may contain dozens of negative keywords.
Negative keywords prevent your ads
from displaying for unqualified searches. This results
in decreasing your clickthrough charges, while raising
your clickthrough rates.
For instance, if you’re selling
a $49 e–book on Web marketing, and a searcher
types “free information on web marketing,”
you don’t want that cheapskate to see your ad,
or click on it.
It’s easy to find campaign-wide,
negative keywords. But, finding extra, negative keywords
for each Ad Group, requires a willingness to go the
extra mile.
8. How can you protect my credit
card bill by screening out unqualified clicks?
There are 2 ways to qualify your
prospects:
-
Restrict your ads from showing
for negative keywords, or in specific languages,
countries, states, or cities.
-
Write qualifiers in your ad
copy: Demographics, price, etc.
9. What is the significance of singulars
and plurals on Google Adwords?
The correct answer is, “Adwords
highlights only exact matches in bold.” So,
if someone searches “mortgages,” but an
ad says “mortgage,” then that word does
not get highlighted in bold. And believe me, your
CTR suffers.
Laziness tries to take shortcuts.
But, a conscientious Google Adwords consultant writes separate ads
for high-traffic singulars and plurals.
10. How high a clickthrough rate
can you get me?
That depends on 4 variables:
-
How relevant are your keywords?
-
How deep are your pockets? The
higher your maximum bid, the higher your ad appears
near the top of the page, and the higher your
CTR (since searchers read from top to bottom.)
Yes, you can buy your way to the top.
-
How strongly you qualify your
ads? Any Google Adwords consultant can unscrupulously manipulate
your qualifiers to raise your CTR, at the expense
of lowering your website conversion rate.
-
Your Adwords Consultant's knowledge
of the dozens of direct response copywriting
strategies.
11. How much total time will you
spend tweaking my response rate?
A normal Google Adwords campaign
requires about 30 hours spread-out over a 30-day period:
2 days to program it, and 28 days to test new ads
to tweak your CTR. Thirty days seems to be enough
time to test every conceivable variable.
12. What are some of the most competitive
PPC markets where you've competed?
Any business owner can bid .05/click
and still sleep at night. But, bidding $20/click can
reduce you to an insomniac, unless your campaign is
well-programmed and well-written. Some ultra-competitive
markets include popular keywords like attorneys, foreclosures, mortgages, small business loans, etc.
13. Which style of advertising are
you trained and experienced in: Branding/image or
direct response?
It’s a fact, branding/image
style PPC advertising doesn’t work, period.
Only direct response works. And, the philosophical
mindsets of the 2 styles take years to learn (or unlearn.)
You know those silly TV commercials,
like the beer ads? Unfortunately, they often leave
you remembering only the joke, but not the product.
The goal of that kind of branding/image style ad is
name recognition, by using humor. It’s like
hiring a comedian as your sales rep.
How can you detect and avoid the
comedians? One clue often betraying the identity of
branding/image ad firms is when their name ends with
the word “Agency.”
On the other hand, the goal of direct
response advertising is to motivate readers to respond
now (for lead generation or sales.) That’s like
the goal of PPC: To motivate readers to respond now,
by clicking your link.
14. Who are some of your favorite
direct response copywriters?
Has the Google Adwords consultant studied the training
materials of copywriting legends like Gary Bencivenga,
Eugene Schwartz, Ted Nicholas, John Carlton, Jay Abraham,
and Dan Kennedy?
Would you trust a copywriter to do
your SEO? Then, don’t trust a SEO to write your
ads, unless they employ a direct response copywriter.
Ad success requires years of studying
direct response copywriting strategies, to know which
words to choose to make buyers jump out of their
seats.
15. How will you understand my product/service,
prospects, and competitors?
Research. Any shrewd Adwords consultant prepares
to write winning ads by printing out competitors'
websites, and studying their ad copy, in order to
beat them. Then, he interviews you for about 30 minutes
with several questions, like these...
- What are your prospects' demographics?
- Which emotions trigger them? Fear,
money, worry, security?
- What are your prospects frequently
asked questions?
- What are their most common objections?
- What is your U.S.P. (unique selling
proposition?)
Ask your prospective Google Adwords consultant
for a complete list of ad research questions. Here's
an example: PPC
Advertising Survey.
16. How much do you charge to write
a PPC advertising campaign, and what exactly do I
get for that?
Some new PPC marketers look for a
guy standing on a street corner, holding-up a sign
saying, “Will Write Adwords for Food.”
But the question is, “How many hours do you
get for that fee?”
Expect an Adwords consultant to first
ask you some questions about your needs, so he can
estimate his time required, and then quote your fee.
Well, now that you’re inoculated
against PPC ignorance and incompetence, do you understand
better how to find the right Google Adwords consultant to monetize your advertising?
You have to feel a level of comfort and trust with your Adwords consultant.
In summary, pay-per-click advertising
can generate record revenues for you, if you have
the right keywords, programming, bidding, and copywriting.
Which result will you see next month: Losses, mediocrity,
or record revenues?
Warmly,
Greg Gibson, "The PPC Consultant™"
P.S. Here’s the bottom line:
Your choice of a Google Adwords consultant can either sink
you in the red, or realistically double, triple, even
quadruple your profits for the next several years.
In case you think I might be the right one to boost your business, here are my 7 services and
fees: PPC Advertising
Fees
Because it takes ~30 hours to optimize
highly-profitable Adword's campaigns, I can write
only ~5/month. So, if you want to reserve a time in my
schedule, then email me now: Contact
P.P.S. These PPC profit strategies
disclosed above are only novice ideas. My advanced
profit strategies are reserved for client campaigns.
You'd be surprised at the amount of hidden profits
I uncover in most campaigns.
Please understand, I only advertise
products/services that I would buy myself, if needed.
(Recently, I had to respectfully decline 7 inquiries.)
So, if you have a high-quality product or service,
then email me now at: Contact
||||||
|
