“Google Adwords: Profiting From the Largest

Advertising Network In The World.”

 

Spring 2012

Background.*Arizona State B.S. Marketing ’95.*Columbia University M.B.A. ’03.*10+ Years Online Marketing

Experience. *Certified Google Adwords

Professional (>1000), SEO, Social Media. 1000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online.

*AgentD.com President.

 

“Introduction."

 

“Introduction."

 

“Introduction."

SEO Pros:*100% FREE.

*Unlimited Potential*Little Penalty For Getting It Wrong.

Adwords Pros:*Fast.

*Highly Controllable.*Many Uses.

SEO Cons:*Little Control.

*Very Slow.*Unpredictable.

Adwords Cons:*Expensive.

*Some Markets “Upside Down.”*Learning Curve.

SEO Vs. PPC

#1: “Keyword Science.”*#1 Element Of Driving Traffic Online

Is Keyword Research. What Exact Phrases Are People Searching For?

*99% Do It WRONG!*Dozens Of Free & Paid Tools To

Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online.

*Keyword Research Is A MASSIVE Topic:

 

#1: "Keyword Science."*Strategy: Generate A List Of

Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics….

*Because Even After Generating The List, You’ll Still Find That Some Words FAR Outperform Others For Unknown Reasons. – Who Cares! We Just Want The Revenue.

 

#1: "Keyword Science."*3 Levels Of Keywords:

 

Researchers.

Shoppers.

“Buyers”

$

#1: "Keyword Science."Geographic Segmentation:

 

“Co Location”

“Co Location Service”

“Co Location Service PA”

#1: "Keyword Science."*Generally: The More Specific The

Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale).

*Even Google Says Target 2-3 Keyword Phrases For Maximum ROI In Adwords.

*E.G.“Programmer” Could Have 10,000 Different Meanings & 1,000 Different Audiences Looking For “Programming” Related Terms! We Want BUYERS. (Cont.)

 

#1: "Keyword Science."

 

Hiring A Java Programmer

(better).Hire A

Programmer (Maybe).

LibraryProgramming.

ProgrammerTV Programmer

Java Programmer

*Java Programmer Philadelphia

Rate.*

#1: "Keyword Science."*Google:

https://adwords.google.com/select/KeywordToolExternal

 

#1: "Keyword Science."TIPS:*Get Creative To Find The Real

Keyword Gold.*Integrate Multiple Free & Paid

Services.*After Mastering Keyword Research,

You Will Find That Many Of The Words You Target Have Little/NO PPC COMPETITION. – AMAZING: This Is 2012! Especially in B2B Markets. 10 Years Behind.

 

#2: "Google Adwords."Adwords=P.P.C.=Pay Per Click. You

Pay For Every Visitor You Get. 3 Big Players…

1. Google.2. Yahoo! 3. BING (MSN).(2&3 Now Merged).-Google Has 65%+ of Market + An

Extensive Content Network Too. Higher % In Technical Markets Probably!

 

#2: "Google Adwords."PPC Math: Comes Down To How Much

You Make Per Customer Vs. How Much You Pay To Get Him To Buy.

 

• No ROI.• Adjust Your Marketing.

Paying More In PPC Charges Than

You Are Making Back?

• ROI.• Refine Campaigns To

Increase ROI $$$.

Making More Than You Are

Spending?

#2: "Google Adwords."*Extremely Important To Track PPC:

Adwords/Analytics Integration & Watch Conversions/Keyword!

*Critically Important to Watch Your Metrics Closely in PPC.

*Google System Continually Changing, Bid Prices Change, Profitable New Opportunities Appear. Grab Them for Profits!

 

#2: "Google Adwords."3 Main Ways To Take Advantage Of

Pay Per Click:1. In House (Do It Yourself). 75% of

Companies Manage PPC Themselves, But Most (80%?) LOSE Money b/c Of Complexity!

2. Hiring Consultants.3. Outsource Campaigns To 3rd Party

Ad Agencies (Some Are Huge-$200MM Companies).

 

#2: "Google Adwords."*Pay Per Click EXTREMELY LUCRATIVE

A)in The Right Markets B)with The Right Keywords.

*Scalable Too. Some Companies Spend $1MM/Mo!

*2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…

 

#2: "Google Adwords."1)High Ticket Items. Some Tech

Consultants Good Fit For PPC. (Pay Per Click Somewhat Limited In

How High People Will Bid For A Click: Probably Psychological.)

2)Excellent Keyword Choice & Monitoring.

 

#2: "Google Adwords."*Pay Per Click Takes Time To Figure

Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market.

*Google Has Extensive Training Material Online About The Google Adwords System:

https://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go

 

#2: "Google Adwords."*There Are Other Sometimes Ways To

Get Around High PPC Costs. Video Ads:

 

#2: "Google Adwords."*Sometimes OK to lose Money On

PPC if Your Backend Is Strong Enough. Many Markets Like That Online.

*Keyword Research Is Critical For PPC, Maybe Even More So Than SEO Traffic.

*Professionals Take the Time and Spend $$$ to Learn About Their PPC Market. Hot Keywords, Trends, Buyer Psychology.

 

#2: "Google Adwords."*PPC Is Very Flexible - “Edit” Out Non

Performing Keywords & Geographies. And TARGET DIRECTLY!

 

#2: "Google Adwords."*Google’s Content Network Sometimes Produces

Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem).

Search Network VS: Content

 

#2: “Google Adwords."Case Study: Niche IT Consultant:

 

#2: "Google Adwords."*Copywriting Tips:*Few Google Advertisers Do It

Well = Huge OPPORTUNITY.*Purpose Of Copywriting Is To Get

A Response (“Direct Response” Industry!) Of Some Sort: Click, Fill Out A Form, Buy.

*It All Comes Down To PSYCHOLOGY: “What Will Make Them A)Click & B)BUY?”

 

#2: "Google Adwords."Writing Powerful Copy that Converts into Sales on Google:

1)Strong “Calls To Action” (CTAs)…EG “Get Your Report Now.”2)Powerful Facts About Your Offer.3)Specifics: Red Shoes, Blue Shoes, Snow Shoes.

 

#3: “Examples”The Bidding “Auction”:

*Different Prices in Markets And Specific Words!

 

#3: “Examples”*Split Testing (A/B) Ads:

*The Ad That Gets The Highest Click Through Rate (CTR), Should Lower Your Google Costs Per Click Over Time.

*Google’s System Awards Good Ad Writers With Lower Costs.

 

#3: “Examples”*Split Testing (A/B) Ads:When You Run 2 Different Ads In an

Adgroup, Google Will “Split Test” Them & One Will Always Beat Another. ALWAYS.

 

#3: “Examples”*Split Testing Ads:

 

#3: “Examples”*Good Ads And Bad Ads:Which Is More Powerful?This One?

Or This One?

 

#3: “Examples”*Good Ads And Bad Ads:Which Is More Powerful?This One?

These?

 

#3: “Examples”*Good Ads And Bad Ads:Which Is More Powerful?This One?

This One?

 

#3: “Examples”*Good Ads And Bad Ads:Which Is More Powerful?This One?

This One?

 

#4: “Mass Integration."*Integrate All Marketing Efforts

(SEO, PPC, Social Media, Offline) Create A TON of Ways For People To Reach You…

The Goal: Targeted Buyer TRAFFIC = Leads = Sales =

Money.

 

#4: “Mass Integration."

 

1. Google Adwords...Money Coming In.

2. Use Data For SEO, Social Media. More Revenues…

3. Analyze, Refine, Increase Sales, Repeat!

* *

 

Thank You!

Rich MenzAgentD.com832-715-2508 http://agentd.com/adwordsllu