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AdWords Success Strategies

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AdWords strategies

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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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