INSEAD Library

Includes index

Digitized

Contents Ultimate Guide to Google AdWords Ultimate Guide to Google AdWords CHAPTER 1 Force Prospects to Choose Your Site CHAPTER 2 ........................... 1 ................. 9 Build Your Own Autopilot Marketing Machine It All Starts When People Search for Something, 10 Your Mission, Should You Choose to Accept It, 12 If You Do This Right, It Can Make You Rich, 13 A Few Tools That Will Help You Get Started, 13 The New Golden Age of Entrepreneurship, 14 CHAPTER 3 Build a Google Campaign from Scratch-the Right Way Three Questions That Tell Whether a Market Is for You, 18 Set Up Your Campaign, 22 Things You Can Tweak Now, 27 ........ 17 The Magic Is in the Process, 28 Set Yourself Up for Success, 28 CHAPTER 4 Pay Less and Get More Clicks .. .. ... . . ... ... .... .... ... .. . .. 31 The Wrong Way to Organize an AdWords Campaign, 32 Split-Test Your Ads!, 36 Cut Out Irrelevant Keywords to Improve Your CTR, 37 The Peel and Stick Strategy: Get a Higher CTR by Moving Your Keywords Around, 38 More Easy-to-Follow Examples, 40 CHAPTER 5 Develop High-Quality Keyword Lists to Craft Killer Headlines. .43 More Tools for Your Toolbox, 45 Get Rid of Visitors You Don't Want, 46 Now the Money Can Do the Talking, 46 Search Smarter with Google's Keyword Tool, 47 Find Even More Paying "Markets" on Wordtracker, 49 Make More Money Taking a Different Route with Your Keywords, 50 Use Keywords to Outsmart Your Competitors, 51 Something Else Your Competitors Don't Know, 52 Nobody Types in Just One Keyword, 53 Keep Your Guinea Pig from Smelling, 53 More Markets, More Cash: Get Beyond the Obvious Keywords, 54 The Math of Negative Keywords: Only Good News for Your CTR, 59 Get a Steady Stream of Traffic from Ultra-Generic Keywords Everyone Is Ignoring, 60 The Killer Secrets, 61 Headlines and Killer Copy from Cosmopolitan Magazine: Get Paid to Learn from Anybody, 61 CHAPTER 6 . Write Google Ads that Attract Eyeballs, Clicks, and Earn You Money. . .. . ... . .. . ...... . . ... . .. . .. .-65 Riveting to Your Customer, Dead Boring to Anyone Else, 67 When Your lnner Salesman Comes Alive, 68 Choose the Right URL to Double Your Ad's Effectiveness, 70 The "Goldilocks Theory": Why the Best AdWords Ads are Never Over-the-Top, 71 A Different Kind of "Over-the-Top:' 72 Some All-Time Most Successful Google Ads, 72 What to Do When a High CTR is Not Your Goal, 73 If the Guys at the Bar Will Buy It, You've Got a Winning Ad, 74 CHAPTER 7 Triple Your CTR-No Genius Required . . .. .. ..... . ...........77 Set Up a Split Test, 80 Electoral Votes vs. Google Votes: Is Your Winning Ad Really a Winner, or Did It Just Get Lucky?, 80 The Split-Tester Tool and How to Use It, 83 CHAPTER 8 Triple Your Trafic with Site-Targeted AdSense and Google Image Ads . . . . .................... ... .85 Is Syndicated Traffic Profitable?, 86 Tweak Your Bid Prices on AdSense, 87 Site-Targeted AdSense Can Be a Massive Goldmine, 88 Set Up Site-Targeted AdSense, 88 Make Site-Targeted AdSense Work Better, 90 What AdSense Ads and Turn-the-Corner Keywords Have in Common, 91 Image Ads, 9 1 Google Won't Let You Embarrass Them, 93 Make Money Here with the Same Time-Tested Principles, 93 CHAPTER 9 Local Ads on Google: Beating the Yellow Pages .. .. ............95 Google AdWords vs. Other Local Online Services, 96 You're Reaching Two Kinds of People, Not Just One, 98 Reach the First Person, 98 Reach the Second Person, 99 Hone Your Chops on a Local Test Campaign Before You Go National, 101 Offer a Service Locally But a Product Nationally, 101 CHAPTER 10 Slashing Your Bid Prices: Google Rewards Youfor Relevance It Ain't His Neck under the Guillotine Blade, 104 Google Rewards You for Relevance, 104 Keyword Status and Being Relevant?, 106 What We Saved by Doing Peel and Stick, 107 The Quality Score Secret Formula, 108 Charging Idiots More Money to Be Idiots, 109 Acting Uppity Won't Earn You a Penny More, 110 CHAPTER 11 ... 103 The Most-Ignored Secret Behind the Most Profitable Marketing Campaigns . . ............... ........ 1 13 What Is a USP?, 114 ~ d e n t i f y ~ o~ r P 114 uS , Say it in Just One Sentence:Your Elevator Speech, 116 Your USP Makes a Great Google Ad, 117 Build an Unforgettable Personality Around Your USP, 117 CHAPTER 12 How E-Mail Transforms Those Expensive Clicks into Profitable Customers . . .... . ... ..... .. . . ... . .... .. .. 123 Put Personality and Pizzazz into your E-Mail Marketing, 124 The Power of Your E-mail Lies in Being Personal, 126 Why We Chose Engineers as an Example for E-mail Marketing, 129 Pay for E-Mail-Not a Problem, 132 Direct Mail All Over Again, 133 Opt-Ins: More Than Just an E-Mail Address?, 134 They Can Knock Off Your Product, But They Can't Knock Off You, 134 CHAPTER 13 The Winning Method the World's Smartest Marketers Stolefiom the Wright Brothers How the Wright Brothers' Sawy Testing Method Made them First in Flight, 138 . ... ..... . ........ 137 Those Who Test, Fly. Those Who Rely on Brute Force, Die, 140 Marketing Misery Is Not Necessary, 141 CHAPTER 14 Get Customers to Eat Out of Your Hand .. .. . . .. .. . .... . ..... 143 We Used Google AdWords to Pick a Title for a Seminar, 144 How to Be Sure There's a More Profitable Market for Your Idea, 146 What You Learn When Your Idea Doesn't Work the First Time, 148 When Your Market Speaks and You Respond, It's Money in the Bank, 151 CHAPTER 15 Converting Visitors to Buyers . ..... ... .. . .. .. . ........ ..... 153 .. .... . . ...... .. ... .... 157 The Single Biggest Web Site Mistake Marketers Make, 154 CHAPTER 16 Google's Co.nver$on Tracking Tells . . .. . You What's Working . . . .... . Wasted Corporate Advertising Dollars vs. Your Profit-Generating Traffic Machine, 158 Set Up Google Tracking to Perfect Your Ads and Grow Your Business Even More, 159 Quick Example of Conversion Tracking, 162 Outsmart the Law of Diminishing Returns, 163 AdSense and Content-Targeted Traffic, 164 When AdSense Is Good, and When It's Not, 166 A Higher CTR Still Helps You, 167 Another Counter-Intuitive Way to Tweak Your Numbers to Save More Money, 167 Perfect Your Sales Numbers and Go on Autopilot, 168 CHAPTER 17 The Magic Number that Defines the ... Power of Your Web Site ...... ....... ................ .. 173 Dollars Mean More Than Percentages, 175 Use Split-Testing to Boost Your Visitor Value, 177 The Greatest Asset You Can Have, 177 CHAPTER 18 Beat the Competition When It's Most Brutal .. . . . . . .. . . .. . .. . 181 Step 1: It Starts with Killer Ad Copy, 182 Step 2: The Best Keywords Are Often not the Most Competitive or Most Expensive Ones, 182 Step 3: Know Your Visitor Value and Bid the Price Where You're Most Profitable. Don't Assume that the Top Positions Are the Best, 184 Step 4: Share Customers and Create Partnerships, 186 Step 5: Get the Customers that the Big Boys Can't Get or Don't Want, 186 Step 6: Market Offline as Well, 186 Step 7: Build Your Back End, 187 Sea Lions, Sunfish, and Julius Caesar, 188 CHAPTER 19 Persuasive Ad Copy: The Ultimate Silver Bullet Strikilig Out on My Own, 192 CHAPTER 20 - . . . . . . .. . .. . . . 191 - Untapped Ad Words Copy Ideas - .. . ... ..... .. .. . . . . . . . . . ... ..207 - Move People by The; Seandand 208 Get Your URL Noticed, 209 Punctuation, 2 10 Prove You Mean Business with Special Claims and Offers, 21 1 Make Your Terms of Business Unequivocal, 212 Take Advantage of Controversy, 21 2 Be a Help in Crisis, 213 Choose a Tone, 213 Try Other Fresh Approaches, 214 CHAPTER 2 1 Potential Customers Are Already Looking for You on Google and Don't Know It . .. . . . . How We Make Money Marketing to People Who are Looking to Advertise on Yahoo, 21 Y Sell Results, Not Procedures, 21 9 More Turn-the-Corner Examples, 220 .... ........ .. ....217 You Can Reach Three Kinds of People, 222 Selling Prevention When People Only Want a Cure, 222 Chicken Soup for the Dysfunctional, Lust-Infested Drug Addict's Soul, 223 CHAPTER 22 How to Grind Down Your Competition: A Google Lesson from Hun Solo ... .. .. Split-Testing + Attrition = Success, 226 Google Makes It So Easy, 227 Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising, 228 The New Army of Generation-X Marketers, 229 The Improvements Don't Just Add Up, They Multiply!, 230 Profiting from the Winner-Take-All Phenomenon, 23 1 The Expanding Universe Theory, 232 Affiliates: The Momentum Kicks In, 233 America's Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims, 233 . .............. .....225 CHAPTER 23 No More Bitslinging: Create Wealth with Your Customer List ...237 How You Can Build Wealth the Same Way through Affiliate Marketing, 240 It's All But Impossible to Do Successful Affiliate Marketing on Google any Other Way, 241 CHAPTER 24 How to Get High Rankings in Google's Organic Search Results ... .. . . . .. .. . .............. ... . . . .243 How to Get Started with SEO, 245 Be Realistic in Your Time-Frame Expectations, 246 Keyword Selection for Organic Search Ranking Success, 247 Keyword Placement for Organic Search Ranking Success, 247 How to Get Natural Looking Links from Important Pages, 248 Choose Your Links Wisely, 249 Get Links from Trusted Pages that Match Your Topic, 250 Count the Number of Links on the Referring Page, 250 Avoid Getting Involved with Run-of-the-Site Links, 250 Maintain Consistency in the Format of Your lncoming Link URLs, 250 Get Your Keywords into Your Anchor Text, 251 Be Careful Who You Link To!, 252 Train Your Eye on the Primary Goal-Profits!, 253 The Best Place to Start Getting Links, 253 Link Outside the Box, 254 The Power of Press Releases for SEO, 254 The Problem with Reciprocal Links, 255 Evaluating the Quality of a Link, 256 Don't Sweat the Small Stuff, 256 What Really Smart Online Marketers Do . . .,256 CHAPTER 25 Google's Toolsfor Smarter AdWords Results ........ .. . .... ..,259 Know Who Your Visitors Are: Google Analytics, 260 Track Your Most Profitable Ads and Keywords: Google Reports, 261 Bid Smarter: Editing CPCs and URLs for Individual Keywords, 262 Track Your Progress: Checking Back over Your Old Deleted Stuff, 263 Tweak Your Campaign Settings, 264 What about Ad Rotation?, 265 Should You Use Google's Budget Optimizer?, 265 Why the ldea of a Marketing Budget Is Deeply Flawed, 266 When You Need to Set a Spending Limit, 266 Manage the Perfect Google Campaign, 267 CHAPTER 26 FAQ: Answers to All Your Frequently-Asked Questions about Google Ad Words . . ... ............ ........269 Better Clickthrough Rates, Better Prices, 272 Organizing Your Keywords and Keeping Them Active, 273 Where and When to Show Your Ads, 277 Better Landing Pages, 280 Testing Your Traffic and Getting It to Convert, 282 Using Special Tools, 284 POP-UPS,285 Working in Specialized Markets, 286 Google's Regular Search Engine, 288 Google vs. YahooIOverture, 289 CHAPTER 27 Epiphany in Nairobi, Kenya About the Authors Perry Marshall, 295 Bryan Todd, 296 ... .... . .. ..... ...... ..... . ....291 ... ... . . ... .. . ... .. ... . . . ... ... . . . . .. ...295 Index .... . ... . . . .. .. . . . . .. .. . .. . . . ... ... .. . ... ... .. . .. ..297