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If you can correctly answer the 16 questions below
& invest ½ hour someday, then:
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:
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:
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:
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...
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?
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
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