AdWords Success Strategies

Howie Jacobson, PhDWith Rob Goyette, HowToMarketBetter.com

1. Is this search market profitable?2. What’s inside your prospect’s head?

3. What triggered the search?

Part 1: Market Mentalism

Help! I Need Somebody

fixer upper baltimore md

Keywords are MarketsAre there advertisers?

Tool #1: Google’s Search Results Page

Keywords are MarketsAre there advertisers?How big is the market?

Tool #2: Google's Keyword Tool

A Lucrative Market?

A Lucrative Market?

Your ad

here -all by

itself

Not!!!

Raw Food - Reconsidered

The Moral

Tools don't replace thinking.

2. Reading Your Market’s Mind

Keywords: Compressed DesiresHeadache vs Headaches

Debt consolidation vs Get out of

debt

Keywords: Compressed DesiresProblem

Awareness/Sophistication

Readiness to say yes to your offer

"The Story They're In"

Their "Dream Autobiography"

Keyword Questions to Ask

Keyword Question Mapping

Ad Group ROAD Construction

The Strange Case of the Howling Dog

3. What Triggered the Search?Get SpecificSee the movieHear the internal voice

RespondOvertly: They hear it from youSubtly: They hear it from within

Part 1 Summary1) Can Your Market Support You?

2) Keywords are Compressed Desires

3) Howling Dog: Understand & Echo The Trigger

1. Ads – CTR and ROI2. The Key Metric

Part 2: Measuring What Matters

Which is the better ad?

The moral:

Set up conversion tracking so you can measure what matters

Ad TestingAd Impr. Clicks CTR Cost # Conv. Cost/Conv. Conv. %

Tastes Great

40000 1000 2.5% $500 30 $16.66 3.0%

Less Filling 24000 2000 8.3% $1000 30 $33.33 1.5%

Which is the better ad?

Ad TestingAd Impr. Clicks CTR Cost # Conv. Cost/Conv. Conv. %

Tastes Great

40000 1000 2.5% $500 30 $16.66 3.0%

Less Filling 24000 2000 8.3% $1000 36 $27.77 1.8%

Assume each conversion is worth $60

1. Tastes Great

Sales: 30 x $60 = $1800

Profit: $1800 - $500 = $1300

Profit per 1000 Impressions = $1300/40 = $32.50

2. Less Filling

Sales: 36 x $60 = $2160

Profit: $2160- $1000 = $1160

Profit per 1000 Impressions = $1160/24 = $48.33

3. Ad Creation Techniques

3 Goals of Your Ad

Write to ONE person (your ideal customer)

Start with Your Ideal Prospect

Next, Study the Competition

The “Voice” of the Ad

Headline

Promise/Pain/ItchUnique Voice“Is This You?”Keywords – Maybe

Description Line 1

BenefitDramatic DifferenceReal Reason to Believe

Description Line 2

Call to action – instructions, urgencyOffer – detailsFeatures – differentiators

Display URL

Reinforces USP (unique selling proposition)Balance of general and specificKeywords - Maybe

Part 2 Summary

1) Start with your ideal customer

2) Find your ad’s voice

3) Use all 4 lines