Media: Where to find your buyers searching for a solution to a problem

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1 The Trinity of Direct Response Market: Who is buying what Media: Where to find your buyers searching for a solution to a problem Message: The offer of your product or service tailored to each Market/Media Match--commonly a single ad group. Establishing Your Market. 1. What do you want to sell? This is answered by the client. 2. Who are buying? This is your buyer persona. 3. How do your buyers search for what you are selling? This is your media (in this case keywords). Establishing Your Media. Understanding HOW your buyer personas communicate and think will dictate your initial set. Your initial set are the no tail short list (3-10) of BROAD MATCH keywords PER UNIQUE PRODUCT/SERVICE to act as a recon of keywords PROVEN to be profitable for phrase match and exact match ads turning cheaper CPCs and more profits. Here are the questions to answer that will determine your initial set: 1. What is the problem being solved by the purchase of what your client is selling? 2. What words would a person WITH NO PRIOR KNOWLEDGE of your client s industry use to describe the solution to their problem (aka. Your product or service)? These are research keywords. 3. What words would a person WITH NO PRIOR KNOWLEDGE of your client s industry use to describe the solution PROVIDER to their problem (aka. Your client s company type )? These are buying keywords and form the initial set.

2 Crafting Your Message. These are your ads and landing page. Your offer needs to convey in less than a 7 second read: Who are you? (Relevance to buyer need) What you offer? (Relevance to buyer need) Why it s important? (Differentiation) What to do about it? (Convert to call!) Your Ads For the purpose of Call Only Ads follow this format given the conditions you are only targeting someone on a mobile phone: Headline: Your Company Name or City/Niche/Company Line 1: (insert keyword first) with description of what your company does specific to the Market/Media Match. Line 2: What s your offer & CTA (Call for ) Display URL: Target URL: Your Market Media Match Landing Page. ****Your ad is primarily written for PEOPLE TO CONVERT while maintaining relevance to boost Q Scores which lowers CPCs and improves Ad Impressions.****

3 Your Landing Pages Your desired conversion is a phone call FROM THE SEARCH RESULT.not your landing page. Additionally, your landing page is the largest contributing factor to Q Score which reduces CPCs. So, given our unique situation, we have an opportunity to EXPLOIT GOOGLE. We do this by BUILDING THE LANDING PAGE FOR GOOGLE S BOTS.not people. Here are the components of a good landing page for Google s bots. 1. Write a landing page FOR EACH MARKET/MEDIA/MESSAGE match. In other words: for each unique ad which targets a market unique ad group. 2. Include the main keyword in the title. 3. Include your CTA in the title. 4. Make your sub headline a phrase match of your main keyword. 5. Include a photo titled with the main keyword. 6. Include a word article optimized FOR EACH KEYWORD in the ad group. DOES NOT NEED TO BE ORIGINAL 7. Include a H2 with the phone number and main keyword at the end.

4 The Set Up Playbook: 1. Buy a domain as exact match to your niche/city as possible to host the landing pages. 2. Buy a unique number for the project. (Use Call fire if you do not have ACT/Twilio) 3. Determine your Initial Set per Product/Service 4. Build an Ad Group per Product/Service 5. Write an Ad Per Ad Group 6. Build Landing Page per Ad Group. Use existing material on the internet that is ranking for your main keyword. Spin if concerned about legal infringement or have an original article written. 7. Ensure EACH Initial Set keyword is found in the article. Bold them. 8. Populate Your Adwords account with Ad Groups. 9. Insert each specific Ad and Keywords from Initial Set. Use Broad Match for now. 10. Use Manual Bidding. 11. Set CPC for each keyword to suggested bid from Keyword planner. If 0, use $1.

5 The Refining Playbook: 1. Listen to the recorded phone calls and eliminate Initial Set obvious keywords that are not delivering desired calls.aka NOT QUALIFIED. 2. Look Up Q Score for each keyword. If Ads are not average or above average for a specific keyword create new ad group and rewrite Ad to achieve the desired rating. 3. Look Up Q Score for each keyword. If landing page is not average or above average for a specific keyword ad the keyword multiple times to the article (bolded) to improve the score. If no change, they are not semantically related according to Google and you need a new Ad Group focused on this one keyword as your main. Do not waste your time with this work if calls are not being generated that are qualified and producing commissions. 4. When an Ad Group is above 80% of Ad Impressions served and CTR is above 1%--increase Ad Budget and begin incrementally revising keyword CPCs down in 10% steps. This maintains budget & increases volume while reducing CPCs. 5. Ad Groups ABOVE 70% Exact Match: Switch from Broad Match to Exact Match. Reduce CPC Bid incrementally while preserving desired volume. Create a Phrase Match keyword and set CPC above Exact Match. 6. Ad Groups Between 25% and 70% Exact Match: Switch to Phrase Match. Reduce CPC bid incrementally while preserving desired volume. Begin testing short tail keywords from this root to identify your 70%+ Exact Match. Follow Step 5 when found for the new winner keyword. Corollary A. If an Ad Group is below 50% of Ad Impressions, raise CPCs after optimizing the Ad and Landing Page. If you are unable to profitably drive calls, eliminate this Ad Group. Corollary B. If CTR for a keyword is below 1% require Ad Optimization. This is done by testing the headline, line 1, and line 2 individually AT A TIME.

6 Ad Swipers: Professional Services (Anything but Law) Headline: Name Line 1: KC s (keyword) specialists/experts Line 2: Call for (insert offer) Example Line 2: Free massage w/ apt, Call for free (research keyword) evaluation Law Headline: Name of Law Practice Line 1: KC s trusted (law type) lawyer/expert/group Line 2: Call for a free case evaluation or Call for (flat rate pricing/flat $(price) (keyword)/ $200 off (keyword) Example: Call for flat $1500 DUIs or Call for $500 off DUI fee Home Improvement Headline: Name of Company Line 1: KC s trusted (business type) Line 2: Call for upfront/honest (research keyword) pricing

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