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.
“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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