adwords success strategies
DESCRIPTION
AdWords strategiesTRANSCRIPT
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AdWords Success Strategies
Howie Jacobson, PhDWith Rob Goyette, HowToMarketBetter.com
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1. Is this search market profitable?2. What’s inside your prospect’s head?
3. What triggered the search?
Part 1: Market Mentalism
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Help! I Need Somebody
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fixer upper baltimore md
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Keywords are MarketsAre there advertisers?
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Tool #1: Google’s Search Results Page
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Keywords are MarketsAre there advertisers?How big is the market?
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Tool #2: Google's Keyword Tool
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A Lucrative Market?
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A Lucrative Market?
Your ad
here -all by
itself
Not!!!
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Raw Food - Reconsidered
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The Moral
Tools don't replace thinking.
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2. Reading Your Market’s Mind
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Keywords: Compressed DesiresHeadache vs Headaches
Debt consolidation vs Get out of
debt
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Keywords: Compressed DesiresProblem
Awareness/Sophistication
Readiness to say yes to your offer
"The Story They're In"
Their "Dream Autobiography"
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Keyword Questions to Ask
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Keyword Question Mapping
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Ad Group ROAD Construction
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The Strange Case of the Howling Dog
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3. What Triggered the Search?Get SpecificSee the movieHear the internal voice
RespondOvertly: They hear it from youSubtly: They hear it from within
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Part 1 Summary1) Can Your Market Support You?
2) Keywords are Compressed Desires
3) Howling Dog: Understand & Echo The Trigger
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1. Ads – CTR and ROI2. The Key Metric
Part 2: Measuring What Matters
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Which is the better ad?
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The moral:
Set up conversion tracking so you can measure what matters
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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?
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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
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3. Ad Creation Techniques
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3 Goals of Your Ad
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Write to ONE person (your ideal customer)
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Start with Your Ideal Prospect
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Next, Study the Competition
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The “Voice” of the Ad
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Headline
Promise/Pain/ItchUnique Voice“Is This You?”Keywords – Maybe
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Description Line 1
BenefitDramatic DifferenceReal Reason to Believe
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Description Line 2
Call to action – instructions, urgencyOffer – detailsFeatures – differentiators
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Display URL
Reinforces USP (unique selling proposition)Balance of general and specificKeywords - Maybe
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Part 2 Summary
1) Start with your ideal customer
2) Find your ad’s voice
3) Use all 4 lines