AdWords Success Strategies

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AdWords strategies

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  • Without traffic no business (brick and mortar examples) holding up a Exciting thing about search traffic: by definition hot leads. Not just fit target demographic, but at that moment expressed interest and excited enough to take initiative to satisfy their desiresNice thing about hot leads: don’t have to be that great of a salesperson. Just gain their trust, show them you can deliver, and stand out from competition. Not like kids ringing your doorbell with school fundraiser. Magic – I need wrapping paper, then the kid from marching band rings your bell.Predictable traffic stream: less glamorous, but you can build a real business.
  • 3 key indicators – weed out a whole lot of stuff that would waste your time and end up being a disappointmentReading the mind of your market. Ultimate advantage – not from adwords tricks, but exquisitely deep empathy. By unpacking the keywordsUsing adwords successfully Struggling – unkinking the hosenot using adwords
  • Your prospect before a search. Don’t think of keywords, think of people with desires, questions, unmet needs, gap between current reality and desired reality. Trivial – dinner bowl replacement. Or diagnosed – them or a loved one. Not the keyword, the person behind the keyword.
  • Here’s how it works, in freeze frame. Thought bubble, have to put it into words. Quickly scan and click the first thing that speaks to us. You all know this, but I want to freeze the process. We do this all the time, but do it unconsciously.
  • Every keyword is its own medium. AdWords is not a medium, it’s a collection of media. Each keyword represents its own market.First promise: is this a lucrative market.
  • First tool – Google SERP
  • Minimum number – don’t worry about maximum. Pages 3-10 aren’t real players.
  • Not the number of search results found. In the past year, Google has made this data available. Within adwords account, or no account, type “keyword tool” into google.
  • 2 additional criteria: monthly search volume.Some related closely, some not related (dog raw food diet) – want to sell ebook or diet program or retreat or cruise or coaching or cooking lessons (non cooking lessons) – how many people are interested in that?3rd criterion: average cost per click. Are advertisers making enough money to be willing to spend money. I get worried if the average in this market is a nickel. Individual keywords can work, but if the major, short-tail 2-3 word keywords are cheap, you can be pretty sure you don’t have a market here.Are there advertisers. 2. What’s the average bid price? 3. what’s the search volume?Frustrated? What do these numbers mean? At end, live demo show you how to plug these numbers in.
  • The wisdom of crowds
  • I wasn’t thinking straight – raw foods diet was not the main keyword in this market. Just adding an s. If I hadn’t noticed that, I would have dismissed this market.
  • Anyone who tells you, I’m going to sell you this tool and its going to solve all your problems, is lying.Sell these tools to everyone, it’s just an arms race.
  • Mr scott talks to his computer – imagine that world. People to Google: I haven’t been feeling that well lately. I have this pain here, goes up my neck, feels better when I shower….” Google doesn’t let them.Keyword decompression – lets us access that full conversationGlenn – headache vs headaches (at that moment)Most people would send all their keywords to the same ad and same landing page – see how suboptimal that was?Send a binder with CDs and meditation tapes within 3-7 business days.2. Debt consolidation vs get out of debt – different mindsets with similar presenting problem.
  • Different dimensions of keyword decompressionAwareness – lower level of awareness – get out of debtSophistication – debt consolidation implies they understand the market better, already done some searchesExample: juggling equipment / just saw juggler at southpoint, wants to get started vs. 2.5 inch silicon stage ballsReadiness – commercial intent (Canon battery pack nb-4l) ready to buy vs battery – NYC, bunch of tests, radio, car, Problem – what do they want to solve. Canon battery? Don’t trust the camera anymore, wait for recharge, not getting the picture I want. Go deeper.The story – why is that camera important to me? Write about stuff on my blog, using photos and videos. Quick video of me pruning basil. Much deeper still.Dream Autobiography: or Longing. Quiet desperation. Superhero dream inside of me. Mine: engaging people in deep philosophical conversation about life in general. Connect on a deep level. Great conversations on blog, phone, fantasy I have of facilitator of large group of people who are all in business for reasons much more interesting than just making money.
  • Different dimensions of keyword decompressionAwareness – lower level of awareness – get out of debtSophistication – debt consolidation implies they understand the market better, already done some searchesExample: juggling equipment / just saw juggler at southpoint, wants to get started vs. 2.5 inch silicon stage ballsReadiness – commercial intent (Canon battery pack nb-4l) ready to buy vs battery – NYC, bunch of tests, radio, car, Problem – what do they want to solve. Canon battery? Don’t trust the camera anymore, wait for recharge, not getting the picture I want. Go deeper.The story – why is that camera important to me? Write about stuff on my blog, using photos and videos. Quick video of me pruning basil. Much deeper still.Dream Autobiography: or Longing. Quiet desperation. Superhero dream inside of me. Mine: engaging people in deep philosophical conversation about life in general. Connect on a deep level. Great conversations on blog, phone, fantasy I have of facilitator of large group of people who are all in business for reasons much more interesting than just making money.
  • We’re all sitting on rusty nails. Stuff we just live with. Not important enough. Feel like we deserve it. Don’t believe they can solve it?Get out of debt – just $3 short, this morning? No,
  • Question: what was the trigger that got them to search? Not the same as the problem. Problem preexists, trigger just happened. Get specific – see the movie. Child can’t go to camp, see the flyer. How are they berating themselves. Overtly: In debt, and can’t afford to send your kid to camp? Fighting with your spouse about money? Subtly, but they feel like you’re in tune with them. Ring of truth.
  • 3 numbers - # advertisers, search volume, bid priceMind meld- kws as compressed desires
  • 3 numbers - # advertisers, search volume, bid priceMind meld- kws as compressed desires
  • AdWords Success Strategies

    1. 1. AdWords Success Strategies HowieJacobson, PhD With Rob Goyette, HowToMarketBetter.com
    2. 2. Part 1: Market Mentalism1. Is this search market profitable?2. What’s inside your prospect’s head?3. What triggered the search?
    3. 3. Help! I Need Somebody
    4. 4. fixer upper baltimore md
    5. 5. Keywords are MarketsAre there advertisers?
    6. 6. Tool #1: Google’s Search Results Page
    7. 7. Keywords are MarketsAre there advertisers?How big is the market?
    8. 8. Tool #2: Googles Keyword Tool
    9. 9. A Lucrative Market?
    10. 10. A Lucrative Market? Not!!! Your ad here - all by itself
    11. 11. Raw Food - Reconsidered
    12. 12. The MoralTools dont replace thinking.
    13. 13. 2. Reading Your Market’s Mind
    14. 14. Keywords: Compressed DesiresHeadache vs HeadachesDebt consolidation vs Get out of debt
    15. 15. Keywords: Compressed DesiresProblemAwareness/SophisticationReadiness to say yes to your offer"The Story Theyre In"Their "Dream Autobiography"
    16. 16. Keyword Questions to AskProblem • What pain/itch do they want to stop? Trigger • Why are they searching right now?Attraction • What promise do they want you to make? Interest • How can you immediately show you can keep that promise? Desire • Why won’t they buy / become a lead? Action • How can you eliminate risk / inertia?
    17. 17. Keyword Question Mapping • What pain/itch do they want to stop?Problem • KEYWORD • Why are they searching right now? Trigger • KEYWORD / TIME OF SEARCH • What promise do they want you to make?Attraction • AD • How can you immediately show you can keep that promise? Interest • LANDING PAGE HEADER / DESIGN / HEADLINE • Why won’t they buy / become a lead? Desire • LANDING PAGE BODY / SITE CONTENT • How can you eliminate risk / inertia? Action • CALL TO ACTION
    18. 18. Ad Group ROAD Construction
    19. 19. The Strange Case of the Howling Dog
    20. 20. 3. What Triggered the Search?Get SpecificSee the movieHear the internal voiceRespondOvertly: They hear it from youSubtly: They hear it from within
    21. 21. Part 1 Summary1) Can Your Market Support You?2) Keywords are Compressed Desires3) Howling Dog: Understand & Echo The Trigger
    22. 22. Part 2: Measuring What Matters1. Ads – CTR and ROI2. The Key Metric
    23. 23. Which is the better ad?
    24. 24. The moral:Set up conversion trackingso you can measure what matters
    25. 25. Ad Testing Ad Impr. Clicks CTR Cost # Conv. Cost/Conv. Conv. % Tastes 40000 1000 2.5% $500 30 $16.66 3.0% GreatLess Filling 24000 2000 8.3% $1000 30 $33.33 1.5%Which is the better ad?
    26. 26. Ad Testing Ad Impr. Clicks CTR Cost # Conv. Cost/Conv. Conv. % Tastes 40000 1000 2.5% $500 30 $16.66 3.0% GreatLess 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
    27. 27. 3. Ad Creation Techniques
    28. 28. 3 Goals of Your Ad
    29. 29. Write to ONE person (your ideal customer) Not your prospect ever Maybe Someday Possibly Now Perfect Fit
    30. 30. Start with Your Ideal Prospect Problem • What pain/itch do they want to stop? Trigger • Why are they searching right now? Attraction • What promise do they want you to make? Interest • How can you immediately show you can keep that promise? Desire • Why won’t they buy / become a lead? Action • How can you eliminate risk / inertia?
    31. 31. Next, Study the Competition
    32. 32. The “Voice” of the Ad
    33. 33. HeadlinePromise/Pain/ItchUnique Voice“Is This You?”Keywords – Maybe
    34. 34. Description Line 1BenefitDramatic DifferenceReal Reason to Believe
    35. 35. Description Line 2Call to action – instructions, urgencyOffer – detailsFeatures – differentiators
    36. 36. Display URLReinforces USP (unique selling proposition)Balance of general and specificKeywords - Maybe
    37. 37. Part 2 Summary1) Start with your ideal customer2) Find your ad’s voice3) Use all 4 lines

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