Special Unadvertised Bonus for my September 17 Google AdWords Conference Call with Jonathan Mizel

Transcription

1 Perry S. Marshall & Associates 1508 Ridgeland Avenue Chicago IL USA Phone (708) Fax (708) Special Unadvertised Bonus for my September 17 Google AdWords Conference Call with Jonathan Mizel -Part Two- Today, what follows is the second half: A blow-by-blow example of the right way to set up a Google AdWords campaign. I wrote this for Mitch Meyerson s important new book Online Marketing Superstars which features myself and 23 other leading e-business specialists. Mitch is the director of Jay Conrad Levinson s Guerrilla Marketing Coaching Program, and has helped many entrepreneurs gain traction in today s hyper-competitive marketplace. I asked Mitch if I could give this chapter to you as a special bonus & preview, and he graciously consented. The tutorial that follows is deceptively simple. If you follow the advice it will make a huge difference for you in the coming weeks and months. Mitch s book Online Marketing Superstars is not released yet, but if you d like to be notified when it comes out, send a blank to perry @autocontactor.com and I ll give you a heads-up as soon as it hits the streets. Sincerely, Enjoy! Perry S. Marshall P.S.: We recorded the teleseminar for you, and you can download it free & listen again via MP3 at

2 Part 2: The Correct, Profitable, Results-Driven Way to Set Up Your Campaign By Perry Marshall 2003 Perry S. Marshall & Associates Search Engine Optimization specialist Ken Giddens once said, If Content is King on the Internet, then Keywords are Queen. The whole process starts with keywords. Bidding on the right keywords is absolutely, positively critical to your success. And what matters is keywords that people actually search for when they re looking for what you sell. It s important to 1) think very carefully about what people would search for, using research and not just wild guesses. And 2) you need to use keyword tools, which will find things you wouldn t have thought of, and they will save you a lot of time. The first and easiest place to go is This tool is not fantastic but it s free and it s way better than guessing. (A much better tool is Wordtracker.) We re going to take our first list to Overture and look for more suggestions. Search Term Suggestion Tool Not sure what search terms to bid on? Enter a term related to your site and we will show you: Related searches that include your term How many times that term was searched on last month Get suggestions for: (may take up to 30 seconds) child sponsorship Note: All suggested search terms are subject to our standard editorial review process. Count Searches done in June 2003 Search Term 650 child sponsorship 94 christian child sponsorship 63 child sponsorship program 49 canadian catholic child sponsorship 29 child foreign sponsorship 26 child philippine sponsorship Now some searches on this tool will yield HUNDREDS of results. Here we got six. Notice that it tells how many people searched Overture and their partner sites in June.

3 In addition to child sponsorship I m going to try sponsor a child for this example. Here are the results for sponsor a child Search Term Suggestion Tool Not sure what search terms to bid on? Enter a term related to your site and we will show you: Related searches that include your term How many times that term was searched on last month Get suggestions for: (may take up to 30 seconds) sponsor a child Note: All suggested search terms are subject to our standard editorial review process. Searches done in June 2003 Count Search Term 3335 sponsor a child 91 child sponsor charity 47 child foundation sponsor 39 child india sponsor 33 christian child sponsor 31 sponsor a needy child 31 child non profit sponsor 31 child sponsor program To keep this simple I m only going to use these two families of keywords, but the process is the same no matter how many we use. So let s get started:

4 It's All About Results Contact Us - Help You can learn more about how AdWords works by visiting the AdWords Overview. Or simply get started right away with Step 1 below. For help on any step in the account setup process, click "Details" in the upper right corner. Step 1 of 4: Target languages & countries. Details Languages: Danish Dutch English Finnish Countries: United States United Kingdom Canada Germany Hold down the control or option key to select multiple countries. Save & Continue»» Step 2: Create Ad Group. Design your ads, choose targeted keywords to trigger those ads, and specify the maximum amount you are willing to pay when users click on your ads. Step 3: Specify your daily budget. Control the amount you want to spend on your campaign each day. No minimum budget is required. Step 4: Sign up. Create an AdWords account by providing your address and choosing a password. When you are ready to activate your ads, log in to your new account and submit your billing information. The ability to select countries is a huge advantage of Google AdWords. I selected English because our website is in English. I selected the United States and Canada because our existing donors are already in those countries. Other English-speaking countries worth considering might include the UK, Ireland, Australia, New Zealand, Norway, Denmark, Sweden, Singapore, South Africa and the Virgin Islands.

5 Step 2 of 4: Create Ad Groups. An Ad Group is a set of ads and keywords that work together to advertise a product or service. We suggest that you set up a different Ad Group for each product or service you offer. [?] Name this Ad Group: What will it advertise? Child Sponsorship - Good Example A: Create ads. Details B: Choose keywords and maximum cost-per-click. Create your ad by entering a headline, two lines of description, and a URL. Example: Child Sponsorship To maximize your clickthrough rate and your ad's position, be as specific as possible in the description lines, and be sure you meet the requirements for ad format and content listed in the AdWords Editorial Guidelines. Headline (maximum 25 characters) Child Sponsorship Description line 1 (maximum 35 characters) Description line 2 (maximum 35 characters) Display URL (maximum 35 characters) Destination URL (maximum 1024 characters) w w.childrensrelief.com/summer200 Your ad will link users to this URL, which may differ from the above "Display URL" if you choose. URL should not generate pop-ups, and should allow one click return to Google using the browser's back button. You need to create at least one ad before selecting keywords and maximum cost-per-click. Create Ad & Continue»» I deliberately wrote this ad so that the phrase I m bidding on, child sponsorship, is in the headline. When they search for child sponsorship that phrase will appear in bold on Google s search results and it will get noticed more easily and the click thru rate will go up. I also wrote this ad to promise a specific benefit to the person searching: If you sponsor a child with ChildrensRelief.com, you will receive photos of your child and regular updates about what s going on. Finally, the Destination URL is the child sponsorship page at the website, and it s only about that subject. So people who land there won t have to wander around looking for the child sponsorship signup form. In case you re wondering, this is a real organization, and in fact I went to one of their project sites in Mozambique in July They re doing some really good things over there.

6 Step 2 of 4: Create Ad Groups. Create ads. Choose keywords. Details + Create New Ad Child Sponsorship Edit - Delete Choose keywords that will trigger the ad(s) in this Ad Group. Tips for a good keyword list: Start with words that closely relate to your product and ad text. Add synonyms. Use the Keyword Suggestion Tool for ideas. Add plurals and misspellings. Fine-tune list using keyword matching options. [more info] Enter one keyword or phrase per line: child foreign sponsorship child sponsorship child sponsorship africa child sponsorship program catholic child sponsorship christian child sponsorship Save Keyw ords Choose currency and maximum cost-per-click You must save at least one keyword before choosing the maximum you will pay for each click on your ads. Notice that I ve chosen keywords very tightly related to each other, and matched the ad to the keywords as precisely as possible. This will work MUCH better. Also note that for some phrases, there may be 100+ variations on the theme, and you may use all of them in a single campaign.

7 Step 2 of 4: Create Ad Groups. Create ads. Choose keywords and maximum cost-per-click. Details + Create New Ad Child Sponsorship Edit - Delete HOW PRICING WORKS 1. Maximum cost-per-click = the most you'd pay for a click [?]. 2. Higher maximum cost-per-click and clickthrough rates = higher position and more clicks [?]. 3. AdWords Discounter automatically reduces your average cost-per-click to be just 1 cent more than the minimum necessary to stay ranked above the next lower ad. No more need to monitor and revise your prices [?]. Choose currency and maximum cost-per-click USD $ 0.95 Recalculate Estimates Keyword catholic child sponsorship child foreign sponsorship Clicks / Day Traffic Estimator * Average Cost-Per- Click Cost / Day Average Position [?] < 0.1 $0.80 $ < 0.1 $0.83 $ child sponsorship 0.5 $0.79 $ child sponsorship africa child sponsorship program christian child sponsorship < 0.1 $0.71 $ < 0.1 $0.61 $ < 0.1 $0.71 $ Overall 0.5 $0.79 $ Change Keywords Save & Continue»» * Estimates based on clickthrough rates for current advertisers for these keywords. Data could change at any time. I ve chosen to bid 95 cents which puts me at position 3 most of the time. That s a good place to be. By the way Google s suggestion was $5.00 but it s totally unnecessary to bid that much.

8 Step 2 of 4: Create Ad Groups. Create ads. + Create New Ad Child Sponsorship Edit - Delete Choose keywords and maximum cost-per-click. Keyword catholic child sponsorship child foreign sponsorship Maximum cost-per-click: USD $0.95 Clicks / Day Traffic Estimator Average Cost-Per- Click Cost / Day Modify Price Average Position [?] < 0.1 $0.80 $ < 0.1 $0.83 $ child sponsorship 0.5 $0.79 $ child sponsorship africa child sponsorship program christian child sponsorship < 0.1 $0.71 $ < 0.1 $0.61 $ < 0.1 $0.71 $ Overall 0.5 $0.79 $ Change Keywords Before you specify your budget, would you like to create another Ad Group? If you have another set of keywords and ads, you can create a new Ad Group now. You can also create another Ad Group later on, after you've set up an account. Create additional Ad Group w ith different pricing Continue to Step 3»» Now I m going to create additional Ad Group with different pricing for sponsor a child. But first it s going to ask me for an ad budget.

9 Step 3 of 4: Specify your daily budget. Details AdWords is unique in letting you set a budget for your ad campaign. That way you can be sure you won't use your entire budget for the month in one day. Just enter what you'd like to spend per day in the "Daily budget" box, and Google will show your ad evenly throughout the day. Your actual daily changes may fluctuate by 20% because of changing search volume, but the maximum you will spend in a 30-day calendar month should be no more than 30 times your daily budget. The amount that is displayed in the budget field below is our recommended daily budget. However, the click volume we estimate may be lower than the actual volume, so to maximize your ad's exposure, enter the maximum you're willing to spend. If you set your daily budget amount lower than the suggested amount, your ads may not appear every time users search on your keywords. Daily budget (USD): $ 1.00 Save & Continue»» These phrases don t get a lot of traffic, they re suggesting $1.00 per day. I d put in $2.00. Next page, a new ad group for sponsor a child

10 Step 2 of 4: Create Ad Groups. An Ad Group is a set of ads and keywords that work together to advertise a product or service. We suggest that you set up a different Ad Group for each product or service you offer. [?] Name this Ad Group: What will it advertise? Sponsor a Child - The Right Way A: Create ads. Details B: Choose keywords and maximum costper-click. Create your ad by entering a headline, two lines of description, and a URL. Example: Sponsor a Child Wide variety of widgets. Check out our special deals. widgets.google.com To maximize your clickthrough rate and your ad's position, be as specific as possible in the description lines, and be sure you meet the requirements for ad format and content listed in the AdWords Editorial Guidelines. Headline (maximum 25 characters) Sponsor a Child Description line 1 (maximum 35 characters) Description line 2 (maximum 35 characters) Display URL (maximum 35 characters) Destination URL (maximum 1024 characters) w w.childrensrelief.com/summer200 Your ad will link users to this URL, which may differ from the above "Display URL" if you choose. URL should not generate pop-ups, and should allow one click return to Google using the browser's back button. You need to create at least one ad before selecting keywords and maximum cost-perclick. Create Ad & Continue»» I changed the ad but only the headline. Sponsor a Child instead of Child Sponsorship. Why? Because it matches the keywords we re about to bid on.

11 Step 1: Target languages & countries. Show your ads to: English; Canada, United States Edit Step 2 of 4: Create Ad Groups. Create ads. Choose keywords. Details + Create New Ad Sponsor a Child Edit - Delete Choose keywords that will trigger the ad(s) in this Ad Group. Tips for a good keyword list: Start with words that closely relate to your product and ad text. Add synonyms. Use the Keyword Suggestion Tool for ideas. Add plurals and misspellings. Fine-tune list using keyword matching options. [more info] Enter one keyword or phrase per line: child non profit sponsor child sponsor charity child sponsor program christian child sponsor sponsor a child sponsor a needy child Save Keyw ords Choose currency and maximum cost-per-click You must save at least one keyword before choosing the maximum you will pay for each click on your ads. Once again notice that the keywords are very tightly matched to each other and the ads. This becomes even more important when you track individual ad campaigns to sales conversions, which ultimately becomes important for you.

12 Step 2 of 4: Create Ad Groups. Create ads. Choose keywords and maximum cost-per-click. Details + Create New Ad Sponsor a Child Edit - Delete HOW PRICING WORKS 1. Maximum cost-per-click = the most you'd pay for a click [?]. 2. Higher maximum cost-per-click and clickthrough rates = higher position and more clicks [?]. 3. AdWords Discounter automatically reduces your average cost-per-click to be just 1 cent more than the minimum necessary to stay ranked above the next lower ad. No more need to monitor and revise your prices [?]. Choose currency and maximum cost-per-click USD $ 0.95 Recalculate Estimates Keyword child non profit sponsor child sponsor charity child sponsor program christian child sponsor Clicks / Day Traffic Estimator * Average Cost-Per- Click Cost / Day Average Position [?] < 0.1 $0.41 $ < 0.1 $0.47 $ < 0.1 $0.45 $ < 0.1 $0.78 $ sponsor a child 3.1 $0.63 $ sponsor a needy child < 0.1 $0.83 $ Overall 3.2 $0.63 $ Change Keywords Save & Continue»» * Estimates based on clickthrough rates for current advertisers for these keywords. Data could change at any time. Once again, 95 cents puts us between position 3 and 4 which is a good place to start, and the average cost per click is estimated to be 63 cents. Next it s going to ask us for a daily budget and then we re done.

13 Tips & Tools for Even Better Performance Remember when we started, we had words like poverty, charity and 3 rd world country? Well my experience is that those words are not likely to work very well. But you can try them and if you do, each should have its own list of many more targeted phrases, they should be very tightly matched to each other and the ad, and you should be conservative with your bids. A thoroughly developed campaign for something like this will typically have campaigns, 10 to 100 phrases per campaign, and as many as 1000 keywords and phrases total. A good keyword research tool is Wordtracker. Google AdWords is a very, very powerful tool. What you ve gotten so far is some tips on avoiding the most common mistakes, but we ve only scratched the surface. There are many techniques you can use to boost your click-thru rates, shave your bid prices and test new ideas on the fly. I ve written a 5-day mini course on Google AdWords. It goes further into this subject than this brief tutorial. It s free, and you can sign up for it at That course will give you a bunch more ideas and tools that will improve your performance on Google AdWords. Best of success, Perry Marshall Perry Marshall develops lead generation and publicity systems for business-to-business marketers, and is well known in the Internet Marketing arena for his expertise in Google AdWords. Contact: Perry Marshall Perry S. Marshall & Associates 1508 Ridgeland Avenue Chicago, IL (708) (708) FAX info@perrymarshall.com Perry S. Marshall & Associates. All Rights Reserved. For permissions or joint venture opportunities, contact info@perrymarshall.com.