Google AdWords-Campaigns

Written on April 14, 2010 by Stacey in Uncategorized
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One ad is never enough. The beauty of pay-per-click advertising is your ability to test different ads against each other, to determine the most effective. To do that…you need an AdWords campaign.

What makes a good AdWords campaign?

AdWords can help you tap into what your prospect really wants. For example, if you’re offering a new book on Puppy Training, you can use AdWords to determine the best title for the book, the best marketing blurb, and the best offer.

A campaign is just multiple ads. This gets a  little tricky, and I suggest developing two ads for every element you want to test. So if you want to figure out the best offer for the puppy ad, run two ads concurrently with each line identical except for the offer line.

For example:

“Free Checklist with every purchase” OR “Free teleclass with every purchase”.  By running the ads at the same time, you can see which resonates with your audience. The more click-throughs an ad gets, the more popular. So if the checklist gets 4 times as many clicks as the teleclass, you know it’s more popular.

You can test different elements of the ad, by simply changing one line at a time. You can tweak to your heart’s content because Google allows for endless experimentation. The caveat…you could lose your shirt. Next week I’ll be discussing how to stay within a budget, but I’d love to hear any success stories or disasters using AdWords. I know I learned the hard way many years ago…

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Google AdWords – A Beginner’s Guide

Written on March 16, 2010 by Stacey in Uncategorized
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Google AdWords allows you to bid for higher placement on search engine pages. If you do a great campaign, you can get top ranking. But as many an entrepreneur has experienced, it can cost a lot of money. Below are the basics on how to get started without overspending.

Before you get started on a Google AdWords campaign, there are three points to keep in mind.

First, AdWords can help you sell stuff. Pretty much anything. Copy machines, coaching services, cooking classes…all can be marketed through a good campaign with good ads.

So what’s a good ad?

A typical Google Ad is 4 lines long – it’s very short. People will find your ads by typing in keywords, which you can find using the free Google Keywords tool. Naturally, the more popular the keyword, the more it costs.

You’re welcome to use the model below as a guideline:

First Line – Headline: Present a challenge your typical prospect faces.

Second Line – Benefit: Suggest you have the solution to the problem.

Third Line – Offer: What do they get?

Fourth Line – URL: the page you want them to go to.

As an example:

Does your puppy still pee on the rug?

Enjoy a well-trained dog!

Free 3-step report mailed to you.

www.PeeNoMore.com

One ad is essential to get started, but sadly, it’s not enough. Placing one ad in the local paper usually isn’t enough either, but sometimes we can’t afford multiple listings. The great thing about AdWords is you get to determine your budget, so you can run multiple ads and test them against each other.

So how do you do that?

I’ll be giving away the “secret” in next week’s blog. Of course, if you want a teaser, feel free to leave a comment below.

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One of my favorite copywriters…

Written on October 27, 2009 by admin in Uncategorized
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Is Networking a Waste of Time?

Written on August 26, 2009 by admin in Uncategorized
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I got into a huge argument last week with one of my biz partners who said we should start spending more time networking. Like attend 3 events a week. Ugh.

This isn’t bad advice. But I’ve gone down that road before. I used to be on boards and committees, planning events, meeting, greeting and promoting every chance I got. I was the president of my BNI chapter, organizer with Toastmasters, and of course involved with the Chamber and a variety of marketing, women’s, and coaching groups.

Networking can become a full-time job if you’re not careful. And I’m not convinced the payoff is worth it. That may be because I live in a big city, so every event is a new adventure of meeting people I’ve never seen, connecting Jane with Joe, and finding the centers of influence.

I envy small-towners who can rocket to big fish status in a few months.

Of course I’ll keep at it. Networking can be fun. Meeting new people, building rapport, trying out new approaches and elevator speeches…and years ago my first marketing coach told me it was a great way to get a date! Truth is…I have more fun and success making cold calls. But that may just be me.

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Mentoring

Written on June 21, 2009 by admin in Uncategorized
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I’ve had some incredible mentors in my life…in my business and personal life.

But most people associate mentors with helping them get work or introduce them to the important people in their industry. My mentors have helped in other ways.

What does it mean to be mentored?

First, it could certainly mean important introductions. Your mentor probably has connections to industry people it might be useful to know for work.

Second, a mentor can help you improve your skills, specifically in the context of actual projects. If you’re confronting a challenging task, you might want to seek the advice of someone trustworthy.

Third, a mentor can lead you to increased confidence. Encouraging and honest feedback plus a reminder to brush yourself off when you hit a roadblock go a long way toward keeping your self-esteem up.

So, clarify exactly what you’re looking for in a mentor. Most experts are great at one of the three types of mentoring, but rarely can one person meet all needs.

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How To Immediately Increase Site Conversion

Written on June 10, 2009 by admin in Uncategorized
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INCREASE SITE CONVERSION WITH RELEVANT CONTENT
High traffic rankings mean nothing if visitors aren’t converting. In fact, it means you’re wasting a lot of time and money soliciting useless traffic. I’ve spoken to dozens of clients who have spent hundreds – make that thousands – a month on pay-per-click campaigns. Traffic is huge… Visitors click by [...]

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Quick Fixes to Boost Your Site's Appeal

Written on May 13, 2009 by admin in Uncategorized
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Read a random small business website, and you’ll find yourself yawning.
Look past the home page and you may even be offended. I reviewed a few interior design sites recently, figuring decorators would have an eye toward aesthetics.
 
Forget it. 
Here were some of the more obvious problems: 
Colored Font – Usually unreadable. It’s never ok to sacrifice clarity [...]

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What do search engines want already?

Written on April 27, 2009 by admin in Search Engines
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Search engine optimization used to be fairly simple. The algorithms the engines used were based on strategically placed keywords, and the strategy in the early days was to “beat the engines”. The search engines have become a lot smarter since the old days, and figuring out their complex formulas has become a loser’s game. Yet the [...]

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