The interesting thing that really intrigued me right away was that Simon actually used to work for Google.

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2 BBO Adwords FormULa 2 This is Matthew Glanfield from Today we ll learn about Google AdWords. Specifically, we ll talk with a Google AdWords expert and see exactly what he s done to build his list just using Google AdWords. Ever since we started this course, we ve focused a lot of making JV requests and doing autoresponder swaps. This is a very powerful method in order to build your lists. I hope you ve implemented it. You ve started to contact people and hopefully have had success. A lot of people have been getting responses and have started to build their lists because of this. Continue to work on it. I constantly get requests for training on alternate sources of traffic. Obviously, you don t want to base your business just on one form and one source of traffic. One of the most popular topics is Google AdWords, or any payper-click for that matter. The reason we haven t talked about it up until now is because, quite frankly, I am not an expert in this area. I have tried Google AdWords and had some success and some failures with it but nothing too outstanding. Just a couple of months back, I was in Nashville, Tennessee speaking at an affiliate marketing conference. One of the other speakers was Simon Leung speaking about Google Adwords. The interesting thing that really intrigued me right away was that Simon actually used to work for Google. There are a lot of AdWords experts out there who do testing and all sorts of different things to find what works best. Some have gotten really good at it. Some just make up stuff. Some do fads that last for a minute or two or a week or two then they stop working once everybody else learns to do them. Since he worked for Google as one of the senior AdWords optimization experts when they were pioneering the AdWords

3 BBO Adwords FormULa 3 program, Simon worked with clients such as yourself who had AdWords accounts, wanted to get the most money and sales out of it and get the highest return on their investment. This is what becomes different. All of our advertising up until now has been free. When you go into paid advertising, you have to be very careful to make sure you get a return on your investment and don t lose money because of it. With paid advertising, you have to be very careful to make sure you get a return on your investment Especially with affiliate marketing, we don t have huge products we re selling. We re not selling $5,000 products, which means we can t afford to spend hundreds of dollars just to get one sale. We have to spend $10 to $20 or up to $50 to make a sale. You have to be careful that you re not wasting your advertising budget and not getting anything back from it. Get the most per advertising dollar. Since he worked for them, he knows already how to do it. He doesn t have to do testing and tracking to figure out what works because he was there in the system with Google. He knows exactly all the ins and outs. He knows so much that he could tell you how to really maximize the system. One thing we do have to make clear right now is that Simon has a nondisclosure agreement with Google. I don t want you to think that what we re about to share will expose Google s trade secrets. We re not doing any secrets that Google does not already allow us to know. Simon is not allowed to reveal those unless he wants to get in a lot of trouble with the law and Google. That s just not worth it. We won t do that. What you can bet is that everything Simon teaches you will be in line with what Google wants and how you can get the best return for the lowest cost. He s really good at making landing pages that convert really well and making sure you have landing pages that will get you the lowest cost per click. He s just recently gone into the internet marketing world. While he was an employee of Google, he wasn t allowed to

4 BBO Adwords FormULa 4 have an AdWords account. It was a conflict of interest. Until he quit that job and started in internet marketing, he wasn t able to do it on his own. He was able to help thousands of people improve their revenues but was never able to do it for himself. He quit Google then went on to start an internet marketing business. This was a chance for him to show he really knew what he was talking about and wasn t just a supposed expert but actually knew how to use AdWords to build a list as quickly as possible. I don t know about you, but I wouldn t mind building my list by 500 people per day He set up a few AdWords campaigns and built a list of over 5,000 people in only 10 days. I don t know about you, but I wouldn t mind building my list by 500 people per day. The greatest thing about this was that he didn t spend thousands of dollars doing this. In fact, he only spent six cents per click. If anybody on this call has ever used Google AdWords to drive traffic, you know that it s very hard to get a low cost per click on any keywords that will actually get you traffic. He ll talk about how he was able to only pay six cents per click. In fact, he paid around 20 to 25 cents per subscriber. He only spent about $1,000 in total to build that list of 5,000 people. If you re worried about the fact that it cost him $1,000 to do that, he went on with just a few promotional s to make over $10,000. He ll share his story and how he did it. I asked him to come on this call to speak to our Traffic Formula members because I know this is an excellent beginner tool. He has a beginner course on using Google AdWords. I ve actually reviewed it myself over the last couple days. I set up more Google AdWords campaigns after I read his material and realized what I was doing wrong. If you re interested, you can go to We ll do a lot of content in this call over the next 45 to 55 minutes. I want you to have paper and pen ready.

5 BBO Adwords FormULa 5 Simon, thank you very much for coming on the call today. Thank you for having me. Was everything I said accurate? Is there anything you want to clarify on your background? I want to spend a minute or two talking about how you came to where you are now. For the most part, it is pretty accurate. I started working at Google back in April of 2002, so I had about four and a half years of experience as an AdWords optimization specialist. Back then, it was a whole different ballgame. There weren t any strategies to begin with. When I started working there, they didn t even know if it would be a permanent position simply because it was such a new program. Online pay-perclick advertising was so new that they didn t know if it would stick around. I had the opportunity to help build the team for optimization and develop the strategies from scratch. To this day, some of the basic strategies we came up with are the ones that work the best. It will be very interesting to share this with you and your students. I look forward to that and the details of the list you had built. What were the exact figures on that? I want to make sure we get all the numbers straight so everybody understands. The exact figure it 5,322 people within 10 days at six cents a click. That s awesome. How much did it work out per subscriber? It was anywhere between 20 to 25 cents depending on the amount of traffic that day. It was probably around 20 cents. You paid 20 cents per subscriber basically, which is an excellent amount. A lot of people talk about other forms of traffic where you pay per lead and end up paying more than that. They say, If you pay per click you ll end up spending 50 cents, $1 or $2

6 BBO Adwords FormULa 6 per lead. From what you said, that s not always necessarily true. Absolutely not. You went on to do a promotion. Were you promoting somebody else s product or your own? It was an affiliate promotion. This was the very first month that I started doing anything. Back in August, I started building that list. Before that month was over, by building the list and sending out three s, I generated over $12,000 in sales. The commission I got out of that promotion alone had already exceeded my salary the very first month I left Google. It was very exciting. At the point you sent out this promotion, you did not have your own product. I just wanted to clarify that with everybody on this call. The people in BBO Traffic Formula don t create a product in their very first month. All they sell are affiliate promotions. There are a lot of misconceptions. Sometimes they get false expectations. There are people who sell courses and say, This traffic method will generate this much money for you. What they fail to tell you is that you need to have a product or back-end product that s sold for this much. You need to have all this established. There are a lot of things that a beginner really can t handle at that point because there is a lot of money to be put into it. It sounds basically like all you had was a squeeze page, a download page for the giveaway and an AdWords account. Is there anything else it required beyond that? For the most part, that is all that s required. I did have a one-time offer. I did have a very low backend. I think it was around $9.95. People who opted in got to see right away a quick offer for optimization posters I was offering. Ultimately, it really was the affiliate promotion that got the big money.

7 BBO Adwords FormULa 7 Even without that offer, you still would have been able to make the $12,000 in sales and make a nice chunk of affiliate commissions off of that. I wanted to clarify that so everyone has the mindset that this works for beginners who don t have products. It s really straightforward. Why don t we jump right into it with the steps you went through? Which month did you quit your job? I like to say retired. This happened on August 5, This works for beginniners who don t have products What steps did you take right after that? What did you do to build your list of 5,000 people? How much work was involved? The process started a little bit before that date. I had been doing research and had been in touch with other internet marketing experts and people I like to call my friends. It was pretty new for me at the time. I knew a lot about Google AdWords and helped a lot of clients, but didn t really know internet marketing as an entrepreneur. I would probably consider myself a newbie back in 2006 when I was first starting out. This was the result I got. I have to give a lot of credit to Google and my background there as part of the team. It was about a month before I left the company that the Google slap came about. It s a term a lot of internet marketers dubbed for a new quality score criteria algorithm that Google set for a lot of advertisers. Google had a new evaluation system for people who promote sites that aren t exactly the best quality. They came up with a list of things like having a good-quality product. It was a whole different set of landing page policies and guidelines that they had to adhere to. A lot of people were penalized by it because of the way Google set it up. They didn t understand exactly how it worked.

8 BBO Adwords FormULa 8 I had the advantage early on to set up a page that really worked. I actually went to the site earlier. One of the things I teach is to create squeeze pages to build lists. The squeeze page you create is very similar to the one I showed them how to create. However, I notice a couple of differences. These are important when we re dealing with Google AdWords. What about this landing page at makes it Google-friendly? The beauty of this page is it s so simple and basic that there really isn t any information about this site that s proprietary. Everything I did here on a strategic level, I can definitely share with you and your listeners. I ll be more than happy to break it down step-by-step. Every single element of this page is there for a reason. I combined what I knew at the time about the power of internet marketing in this sales letter format with the traffic phenomenon of Google AdWords. I used them together to really build a much more targeted list than with almost any other method you can use. With Google AdWords, the people you re targeting are searching the keywords you chose that are most relevant to your business. You write the ad that is most relevant to your business as well. When the users see the actual ad, only the ones who are interested in learning more about your business will even click on your ad. This is the most relevant that you can get. Targeted traffic is definitely number one. The first step is to make sure you have a Google-friendly squeeze page. A lot of people are really confused about landing pages and are convinced that Google is anti-squeeze page and anti-lead capturing. I can tell you right now, that s not true.

9 BBO Adwords FormULa 9 By building a page similar to this, you can avoid the Google slap. Not only would it be compliant with Google s policies, but it would actually be supported by Google. You re showing that you re respectful to their users. The first part is the headline. This is obviously something we want to be bigger. We want an attention-grabbing feel to it. I put Free Access and Top Quality in all caps and highlighted. The whole headline is, Get free access immediately to topquality AdWords products that are selling online right now. By building a Googlefriendly landing page, you avoid the Google slap We re telling people that this is available online, but it s being sold. By telling them, You can have this information product for free right now, this does capture their attention. That s the first step. The next step is the sub-headline. I put, Instant download, free gift and surprises available. We re saying again that it s at no cost to them. Free is a really powerful word. This is probably one of the most powerful words in marketing history. People like free stuff and tend to be attracted to anything that s free. One of Google s policies is that, if you re offering something in your ad that s free, it really must be free. We are giving away something for free here first. Squeeze pages and lead capture pages usually give something away first like a free ebook, software, ecourse or any other kind of free information. This is really perfect for list building and our purpose in internet marketing. A lot of people do have products but are ultimately trying to sell something on that first page whether it s an ebook or a physical product. One of the benefits of having something for free is that we can easily and compliantly use the word free. The next line is the call to action. It says, Receive free gifts. We re really capitalizing on the word free. Within minutes,

10 BBO Adwords FormULa 10 simply by entering your name and below and registering as a free member... The call to action is to enter your name and address. The next line is what s really interesting. Believe it or not, Google really doesn t like the sales letter format. The primary reason is because there aren t any navigational links. They think it s difficult to look around a site. Sometimes they might even associate it with something scammy. They thought that the sales letter format was probably something that sold products that were scams, weren t legitimate and could potentially take advantage of people. One of the reasons they put navigational links as one of their criteria is because they wanted to increase the quality. They wanted to make sure there are other pages and information available. What we ve done here is to create a preview link. It says, Click here to see the AdWords gifts you will receive immediately. This has more than one benefit. One, it helps your quality score because it is an outgoing link. Two, you re giving your users a preview of what they will get. It does increase your chances of converting. If you just look at the page, it asks them for their name and address and says free gifts. But what are these free gifts? If you click on the link, you ll see a little pop-up box that list some of the free gifts they ll get. This product list is different from the one we had in August. We had different JV partners back then. That promotion has since ended. These are just my products up here because it s not an active site. When it comes back live and we bring the giveaway back, we ll do the whole JV partner thing again. What this really does is give the user a preview of what they ll get as a result of opting in. It increases your chance of converting.

11 BBO Adwords FormULa 11 The next part is just the opt-in box that asks for their first name and primary address. Right after that, we have the call to action button that says, Access my free gifts now. For the most part, if you have an autoresponder system, the default button just says Submit. When we change the wording of the submit button to the actual call to action we want the users to take, their benefit or anything that would convince them that it s a logical next step, it increases conversions as well. A visible privacy policy gives both your users and Google peace of mind That s what we did here. It gives the users the idea that, once they enter their name and address, they ll access the free gifts they were promised. The next line is another outgoing link. This time, it s to a privacy policy. It weighs a lot more than just a preview of what they get. The obvious reason for doing this is because we really want to make sure the users have peace of mind that we re a legitimate company and have their best interest in mind. When you click on that, you see my online legal disclaimer form. It has the disclaimer and terms of service. Included in that is my privacy policy, which tells them we won t sell their information or barter it, rent it, share it or make it available to anybody else without their prior permission. Not only does it give the users better peace of mind, but people who manually review these sites at Google see that you re taking care of their visitors and users. Obviously, they have the best interests of their users in mind because these are the users who ultimately click on the ads, make the company money and increase company revenue. A visible privacy policy gives both your users and Google peace of mind. We wanted to increase curiosity and add benefit for both people who wanted to access free information and, obviously,

12 BBO Adwords FormULa 12 people who are interested in internet marketing. These are entrepreneurs themselves, so we wanted to give them a business opportunity. We have a line that says, Make money with this website. We re basically saying in addition to getting everything on this website absolutely free, you also get the resell rights, which mean you can immediately access, download and keep them. Not only keep them, you can sell them and keep 100% of the profits. We re following that up with a curiosity line saying, More information on additional ways to make money on the other side. We end with a sense of urgency, which is really huge for getting somebody to take action now. We re saying, You must hurry. This is strictly time-limited, time-sensitive offer, which it was at the time. As you can see now, a lot of the gifts that were made available back then are no longer available now. The ones that are there now will probably be taken out and replaced with some other stuff. All the different elements on this page headline, subheadline, call to action, preview link, call to action button, privacy policy give them this opportunity and reason to take action now. They all work cohesively together to make sure that not only are we using internet marketing strategies to get people s attention and take action, but we re also using everything we can to make it as Google-friendly as possible. This page wasn t penalized and was absolutely Googlefriendly. My maximum bid for all of my keywords was 10 cents. The average was 6 cents. This was definitely not hit by the Google slap. If you were indeed penalized by Google as a result of a lowquality landing page, ads or keywords, you could be faced with click costs of $5 to $10 and sometimes even more.

13 BBO Adwords FormULa 13 With a properly set up squeeze page using strategic internet marketing and Google-friendly techniques, you can definitely create some really good landing pages and get good leads at very low cost. I ll just summarize a couple of the pointers you gave that are specifically related to making it Google-friendly. I run a service called We first released it right before the Google slap. You want them to have two choices: Enter their name and address or leave When that happened, there was all this commotion of people saying, Google hates squeeze pages. They don t want you to use squeeze pages. They no longer think that entering your name and address is a good experience for their users. When I looked into it, I found that wasn t the case. Like you said, one of the biggest things was outbound links. Of course, some people think that defeats the whole purpose of a squeeze page. You don t want them to have outbound links. You want them to have two choices, either enter their name and address or leave. While that might be counterintuitive, if you give people the smallest number of choices in marketing, they ll most likely make the choice you want them to. If you give them 10 or 20 choices, they ll most likely not make any choice at all. It s like a sales page. You generally don t have them going all over the place. You just have a very cohesive, This is what I want you to buy. This is why you should buy it. Here s a link to buy it. It s not, Here s a link to another website and another, which confuses them as to what they re supposed to do. What you ve done here is to combine a couple of things. First off, you ve given them a preview. That actually helps to increase your opt-in rate.

14 BBO Adwords FormULa 14 You re not taking them way from the site. I notice that all of your links open up in new windows. That s very important so people don t leave the squeeze page when they clink on the link. The second one, of course, is the privacy policy. Usually on my squeeze pages, all it says is, We hate spam as much as you do. We will not rent, sell or give away your personal information. You combined the outbound link with a larger privacy policy. If I understand correctly, Google will give you a higher quality score if you have a more detailed privacy policy. Is that correct? That is correct. It happens on a manual basis when people review it. They want to make sure you are a legitimate company and do have legal forms in place. Anybody can put a one liner that says, We hate spam as much as you do. It can work on an internet marketing standpoint, but it isn t convincing enough for Google. They really want more proof to make sure you do have more at stake and more in terms of what you can offer for value by having a legitimate privacy policy and making sure everybody is taken care of. One thing I teach is not to put graphics on your squeeze page unless they really do help your conversion. Nine times out of 10, they actually decrease your conversions. Does having graphics or not having graphics change the quality score at all? Does the look of your website change how Google will look at what you re doing. It actually does. Google is not understanding of internet marketers, unfortunately. Whenever they see a sales letter or a sales page, they associate that with what they know about scam sites.

15 BBO Adwords FormULa 15 Professionallooking graphics will definitely increase your quality score They do tend to weigh sites with graphics and a more professional layout a lot more highly, simply because they re more familiar with it. As internet marketers, a lot of us just feel negatively toward more corporate-type layouts and designs with a whole bunch of navigation, different columns and things like that. That is actually the type of design that Google prefers, simply because it s what they are accustomed to working with. When we use a sales letter type of format, we should try to appease to what they are familiar with as much as we can. Having professional-looking graphics whenever possible and a header or a professional graphic of an ebook or CD definitely will increase your quality score. On the only graphic I see is a simple background graphic. Is it still okay to not have graphics? If you can get something professionally designed, would it help to increase your quality score? Are graphics a must have on your squeeze page? When you click on the preview link to see the different products, that s where the graphics are. More or less, we do have the graphics incorporated with the squeeze page even though it s not on the actual landing page itself. When somebody manually reviews this, they can see that there has been a thought process with the cover graphics. For the most part, I don t disagree with you. My quality score probably could improve if I actually had the graphics on the front. As I mentioned before, it really didn t get penalized. It s not like Google would actually give me a lower cost per click as a result of putting the graphics up there. If I m slapped, then I m slapped. If I m not, then I m not.

16 BBO Adwords FormULa 16 By having the graphics in there somewhere, it actually helped to prevent any type of penalty. Google looks at all these different factors, but obviously not every site will have all of them. Just because you don t have every single thing on your website doesn t necessarily mean that your site will have problems. I ve had sites that didn t have any outbound links. To be honest with you, I ve never actually had any of my squeeze pages or sales pages slapped and they didn t have any outbound links. Obviously, you don t have to have everything incorporated. My sales pages do look professional. They do have nice graphics, ebook covers, order buttons and everything else. Even if it doesn t have a header graphic, it still has a professional feel to it. I make sure that it s not awful looking. My visitors wouldn t like that, never mind Google. You don t necessarily have to go out and get all of these things done in order for it to work. One of the really important things is to have a link to a privacy policy. That seems to kill two birds with one stone. Have a privacy policy created by a lawyer or get one from a website that has template privacy policies. Have a link to a privacy policy if you ll be using Google AdWords with it. A lot of people become confused between a page that is Google-friendly and one that has higher conversions. They don t always go together. If you re not using Google AdWords, it s not necessarily important, although the links to their privacy policy, preview and graphics can help your conversion rate. Some people who are not going to be using Google AdWords think, I still have to make it Google-friendly. They may miss the point that it does help get increased conversions.

17 BBO Adwords FormULa 17 The other really important reason is because they don t want to pay $5 or $10 per click. They want to pay $0.05, $0.06 or $0.10 per click or whatever it is they can get it down to. It really depends on what they re creating it for. If you were doing other types of traffic, would you suggest having a separate squeeze page for that? Or do you think that a squeeze page works well pretty much for any type of traffic you could send to it, whether free or paid? A big part of having an optimized AdWords campaign is the landing page I m a pretty big advocate of testing different things. The results I received probably worked best with an AdWords campaign. I would have definitely done something differently if the traffic I was driving was not with Google AdWords. I wouldn t have been so conscious of making things Google-friendly. As you mentioned, there are a lot of elements that Google deciphers as being high quality. At the end of the day, they really could be of higher quality. It s not just something that Google pulled out of nowhere. They ve obviously done some testing of their own. They came up with different statistics and metrics on what is determined to be a high quality website. They ve implemented a lot of these criteria because of these tests. By actually following a lot of these landing page and webmaster guidelines, it really does help us better test our own pages. I would definitely take these guidelines into consideration when designing my website. What we ve talked about so far has mainly been about the landing page. Some people might be thinking, I thought this call was going to be about Google AdWords. We re going to talk about keyword selection. I want to emphasize that a big part of having an optimized AdWords campaign is the landing page. I have a final question about that and then we ll get right into the AdWords part of it.

18 BBO Adwords FormULa 18 When you look at the importance of all the different things in your AdWords campaign like keyword selection, ad creation and how much you ve bid per click, how big a factor in your overall success is your landing page? Obviously, if you have a bad landing page, you re going to have low conversions. If we assume that every landing page would get the same conversion rate, how big a factor is it to make all these changes to it in order to have a successful AdWords campaign? If you had more time on your hands and more resources at your disposal, the ultimate landing page would be 100% customized to what your keywords are. As an example, let s say my keywords are free, AdWords and ebook. Ideally, I would also phrase those in my ads. Once a person clicks on the ad, the phrase would have to be on my landing page, as well. If you do use Google AdWords, the system gives you the capability to customize every single page at the keyword level. If you have the time and resources, I would definitely use that time to create customized, keyword-specific landing pages. You ll have as many keyword phrases as possible. If you re optimizing for search engine rankings or any other types of things, this is really similar. Except with Google AdWords, the algorithm doesn t matter for a search. It increases the relevancy from the user s standpoint. Once they see that your ad and landing page include the same keywords, they ll understand that you understand exactly what they re searching for and what their mindset is. They ll know that you re really there to provide that value to them. That really does increase the overall conversion for you. This is something that users take into consideration. They ll think that this is something in their best interest. They ll want to take a closer look at your offer because it s really relevant to what they re searching for.

19 BBO Adwords FormULa 19 To sum it up, a landing page is very important to your campaign if you want to have a successful return on investment. Let s get into the guts of the AdWords stuff. What I d like to talk about now are the separate steps involved when you are creating your ad. First of all, you craft the ad itself. Then you create the keywords for it. Lastly, you set your prices for how much you are going to pay-per-click and your budget for the day. Let s go through those three steps and any others that you know are important. Basically, I would like to talk about how you made it and were able to build a list of 5,000 people while only paying $0.06 per click. Let s start with creating the ad itself. With your permission, I m going to switch up the order a little bit by adding something before that. The first step you should take into consideration is the account structure itself. The way that the account is set up is that you have campaigns. Within each campaign, you have different ad groups. A lot of people actually overlook this step. A landing page is very important to your campaign The account structure optimization strategy that you use is probably equal in importance to your keyword and ad-type optimization strategy. This really determines how targeted you want to be in your ads and keywords. By using a really effective account structure, it will have targeted those really effectively. Within the AdWords giveaway campaign, I actually separated it out into several different ad groups. One of them was about advertising ebooks. Others were about business ebooks, computer ebooks and downloadable ebooks.

20 BBO Adwords FormULa 20 I knew that I was going to be giving away ebooks. What I did first was to access the Google keyword tool by going to If you ve never set up an account before, click on the button that says Start Now. The text on that button changes all the time. When you scroll down, it s only a seven-step process for the Starter Edition. One of the steps has a keyword tool. If you don t have an account, that s how you would access it. If you do have an account, the keyword suggestion tool is accessible in the tool section of your campaign. What I did was to go into the keyword tool and type in the word ebooks. I took some of the most popular keywords that came up in the results such as advertising, business, computer, downloadable, internet marketing and marketing. I took the ones that were most relevant and created ad groups out of them. Each ad group is targeted to a keyword. We ll take the first example of advertising ebooks. Within that ad group, the next step, which I highly recommend when using the keyword suggestion tool, is to type in advertising ebooks and see what results come up. At the time I did it, some of the more relevant phrases that came up were in different variations. One of them was e book as two different words. One of them was e-book. Another one was ebook as one word. I included all of those spelling variations in advertising ebooks. I also included the singular and plural variation of the word ebook. I had advertising ebook, and advertising ebooks. This is something that a lot of people don t understand. A majority of my clients who work with Google AdWords also work with Yahoo! Marketing, which is another pay-per-click program. The way that program works is that one variation of a keyword covers both the singular and the plural.

21 BBO Adwords FormULa 21 Google Adwords does not. You have to expand and maximize your traffic by expanding your keywords to as many variations as possible. In this case, I used e book as two separate words. I also used e-book and ebook. In addition, I added one call-toaction phrase before the actual keyword itself. I had download advertising ebook and download advertising ebooks. These were the only keywords that I had in the advertising ebooks ad group. You have to expand and maximize your traffic by expanding your keywords to as many variations as possible Again, we want to make sure they are as targeted as possible. The reason is so that we can customize the ad to the keywords as much as possible. We had three different versions of the ad itself. One title said, Free advertising ebooks. The description line of the ad said, Get your free ebooks today. Immediate access. Hurry! Do it now! We were basically giving them a brief explanation that we were giving away free ebooks and that they had immediate access. We were giving them a call to action and a sense of urgency. We were subliminally telling them that they should do it now. It s almost hypnotic from a copywriting standpoint. The other ads had similar titles. One said, Advertising ebooks. The other was, Download free ebooks. It s about making sure we have as many variations as possible of the keyword itself. The description lines in the second ad said, Quality, free advertising ebooks. Limited time only. Get instant access. We re saying that it s free and we re using the keywords advertising ebooks. In the third ad description lines we said, Get free advertising ebooks and more. Sign up now. Download instantly. What we did with this ad group was to include the keywords in the ad text itself. I ve done something similar with other ad

22 BBO Adwords FormULa 22 groups, for example about business ebooks. It has keywords such as business ebooks and business ebook to include variations of the spelling. The basics of keyword and ad text optimization are that they need to have high relevancy and be of high quality The new titles include Download business ebooks and Free business ebooks. I basically replaced the keywords in the other ads. The word advertising was replaced by business. Instead of Free advertising ebooks, it says, Free business ebooks. Instead of Get quality, free advertising ebooks, it says, Get quality, free business ebooks. I basically did the same thing with all of the other ad groups, which included computer ebooks, downloadable ebooks, internet marketing ebooks and marketing ebooks. It was a very easy-to-use template that I built. All I had to do was swap the actual keyword description of whatever type of ebook it was. It was really simple and basic. The basics of keyword and ad text optimization are that they need to have high relevancy and be of high quality. The way that the quality score is assessed is based on its relevancy. The way that we re maximizing this relevancy is by creating really targeted ad groups. We use very specific keywords and have the opportunity to use them in as many variations as we can within the ads themselves. We re displaying these keywords as many times as possible. Obviously, once people click on your ad, they ll see your landing page. That goes back to what we were talking about before. In the example of the free advertising ebook, you would have something like, Free advertising ebooks available for download on your landing page. You re actually making it one long tail of a really relevant process for the user. That makes absolute sense. I d like to go over a few of these points. I may have a couple of questions, as well. First of all, you start by looking at the keywords. You use the keyword tool to show you the popular ones that you want

23 BBO Adwords FormULa 23 to be working with. Then you create ad groups for each of those. Of course, you use all of the keyword variations. For example, you used the word ebook, which comes in many variations like ebook, e book and e-book. Then you use the plural versions. There are six variations right there. You also have other variations when you put the word download in front of it. Once you have all of those keywords, you create a different ad for each of the groups. Is one of the reasons you do this because of how it bolds it when people search for it? Yes. That s actually a really good point. There is a great benefit to having your keywords in your ads. If you have a keyword in your ad, it does bold it. That s one of the main reasons I put the keywords in the ad title. For example, if you have Download marketing ebook as a keyword phrase and put it in the ad title, that entire line is bolded. That really does help in capturing the attention of the user. You have multiple points working for you. You have the relevancy of the actual keyword itself being in the title and the ad title is in bold. Everybody uses that strategy, but not everybody puts the keyword in the ad title. When you put all of these keyword phrases into their own targeted ad groups, you re able to make them bolded in the ad title. I noticed that when Yahoo! was Overture, they put out a report to all of the Yahoo! search marketing users. They talked about bolding. I m not sure what numbers Google has tested. I m sure they ve done some testing to see if click-through rates increase or decrease when things are bolded. Overture actually released the numbers. I don t remember them exactly, but there was a significant difference. More people clicked on the ads that had bolded headlines and bolded text within the ad itself.

24 BBO Adwords FormULa 24 You can achieve that when you bid on the keyword and put it in the ad title. That significantly increases click-through rates. Even if you have a lower position because you re paying less per click than the next guy up, you still have higher clickthrough rates because your text is bolded. Does Google have any numbers that you re allowed to share about those differences? For the most part, it is pretty congruent with the Overture results. The numbers are significantly higher if you have bolded keywords in your ad title. It does increase relevancy and captures the attention of your visitors a lot more. You can definitely bank on getting much better results by doing so. In the end, it doesn t matter what the exact numbers are. We know that in general, it increases your click rate. Anything that increases it is worth putting your time into. How much it increases really depends on your ad. You might write a really good ad that pulls regardless of whether it s bolded or not. The problem is that you don t have very much space to do really good copywriting. The whole goal of your ad is to get them to your website That s another really good point. You only have 95 characters. With Google AdWords, you only have 25 characters for the ad title and 35 each for the second and third description lines. That really does limit what you can do. One of the biggest goals is confused by a lot of people. They try to sell as much as they can while thinking, We only have 95 characters of space. We must do whatever we can to sell with these 95 characters. That s not what you re supposed to do with your AdWords ad. The whole goal of your ad is to get them to come to your website. Your number one objective is to get them to click on your ad. Your landing page is where you re supposed to do the selling.

25 BBO Adwords FormULa 25 Do as much as you can to create curiosity, beef up any benefits and features you may have and get them to take that call to action. After I read the ebook from your course, I started a Google AdWords campaign. Then I thought, What keyword do I start with? In your giveaway campaign, you were giving away ebooks. You used the word ebook. People are searching for that. Sometimes, it s hard to think about what people are searching for. I can easily think of the name of my topic, but that s not always what people are putting in the search engines. How would you help your customers to brainstorm keyword terms so they can enter them and get a bunch of other ideas from the Google selection tool? How can they come up with those first keywords to really optimize it? Depending on your niche and how specific it is, this may or may not be an easy task. What I like to do is refer back to the keyword suggestion tool that Google has. At the very least, you do know what topic it s about. Let s use the example of AdWords List Building. If you do a search using any keyword suggestion tool, there is either none or very little traffic from people searching for it. When I first started with this niche, I did a search for AdWords List Building. There was no one searching for that term. I m not talking about typing it into Google and getting search results. I m talking about using their actual keyword suggestion tool. There was no one searching for the phrase AdWords List Building. A lot of times, you have to work around it. You have to start by breaking that keyword apart and typing in AdWords or Google AdWords and see what comes close. You can type in list building or capturing a lead generation to see what comes close.

26 BBO Adwords FormULa 26 A keyword tool that offers a thesaurus for synonyms can really help you You have to use a bit of a combination of both. In the example of my Google AdWords keywords, there were a lot of people searching for AdWords tips or AdWords help. There were also a lot of people searching for list-building tips or listbuilding help. I used those keywords to put a little twist in my ad. A lot of people were searching for list building, list and mailing list. In my ad, I said, Build your list with Google AdWords. I was basically using a combination of everything, not only on a keyword level, but also in the ad. One of the great benefits of using Google s keyword suggestion tool is that there is a checkbox for synonyms and other related terms. If you leave that box checked when you type in a keyword, it uses an internal view source and gives you additional variations. It s one of those tools where, If people are searching for this, they might also be searching for this. Using a keyword tool that offers a thesaurus for synonyms can really help you in terms of your brainstorming session. It gives you additional variations automatically. When all else fails or we want to expand on more words, we do it old-school style. We draw a circle and branch off to additional terms or similar niches that people would search on and are relevant to our product or service. Is the Google keyword selection tool the main one that you use? Do you use any others? On one website, it was voted as No. 1 out of three keyword search tools. There are others such as and The latter is the one that is available for Yahoo! marketing. For something that you re willing to invest in, there are other tools such as Wordtracker and which is really good.

27 BBO Adwords FormULa 27 We ve gone over everything from the landing page to creating your ad. I wanted to cover it in that specific order because a lot of people may be putting the cart before the horse. Rather than worrying about where the visitors are going, they re worried about getting visitors. The question I always get is, How do I get traffic? My response is, What are you going to do with it? It s always important to make sure you ve optimized your landing page. Then you can plant your keywords in your ad. Is there anything else that you would recommend throughout this whole process that makes a big difference? Throughout the whole process, I would definitely recommend Google AdWords. It s not a set-it-and-forget-it type of system. If you are going to be using AdWords and want to maximize your results and performance, continue to manage it and tweak it as much as possible. If you find something that really works for you, that s great. But I would continue to expand on that. Continue split-testing against your best-performing ad. The whole goal is to find an ad that works even better. You should always be trying to increase your conversions and results along the way. If you re using AdWords to build your list, I would definitely have a good marketing system in place. It could be having your autoresponder set up or even knowing how you re going to be marketing to your list. This is not just about AdWords strategies. It goes back to your list-building strategies. You definitely want to maintain that customer relationship. You want to make sure that you re continually communicating with them and providing them with value. At the end of the day, that s what they re coming to you for. They re not subscribing to your list just so that you can

28 BBO Adwords FormULa 28 promote to them. They re looking for good products that you can recommend to them. You really want to cherish your list and take care of your subscribers Certainly, you can make money as an affiliate, but you also need to take care of them. That s being respectful. It s as the Google Privacy Policy says. It s not there just so you can get them to subscribe. It s not there just so that you can increase your Google quality score. You really do need to take care of them. You really do need to be respectful. You shouldn t sell, rent, borrow or share their names without their permission. You should cherish that list. Give them really good information and bring value to them as much as you can. When you recommend a product to them, make sure it s a top-notch product so they can sustain that trust. If you recommend a product which isn t that good, they may think you re just using them to make a sale. That s not what you want. You really want to cherish your list and make sure that you take care of your subscribers. I definitely agree. I stand behind those principles. You want to deliver good-quality content and promotions in order to maintain the relationship. At the end of the day, they re looking for an answer to their problems. If all you re doing is creating new problems or confusion, you won t be helping them. They won t want to purchase from you or buy what you recommend. You re going to lose them as subscribers. My last question is one that I had yesterday while setting my own budget. How do you determine what you re going to pay per click? Some of the keywords you were using were high-traffic and some weren t. When I set my cost-per-click to $0.10, I usually don t get any traffic. How is it that you were able to set yours at only $0.10 per click and still get traffic?

29 BBO Adwords FormULa 29 One of the first things you should use when determining the cost-per-click for each keyword is a Google tool called Traffic Estimator. It gives you an estimate of what other advertisers are bidding, how much on average you should be bidding and at that price, what position you can expect to get. For the most part, if it s a brand new keyword, it s probably not 100% accurate or tailored to your needs. It does take into account all the different elements such as your quality score, relevancy score and how your landing page performs. There are a lot of criteria that Google looks at. When you use that tool, you should take its recommendations with a grain of salt. If it suggests $0.50, chances are that it might not be $0.50. A lot of times, when you put up a bid of $0.10, you won t get traffic. That s because of the information that Google has. It s not based on your current history, click-through rate performance or the amount of traffic you ve been getting so far. The only way they can decipher if your ad is of high quality is by looking at the way your account has been set up. This goes back to optimization and the relevancy of your account structure, how your ad text associates with the keywords and your landing page itself. It takes all of this into account before it can determine anything statistically because that s the only information it has. If you use high quality basic optimization skills by applying relevant keywords to your ads and landing page, it actually gives you an average cost-per-click that s lower than what you or other competitors would normally pay. You re actually pre-qualifying yourself as somebody who has a basic knowledge of optimization. Your ads and keywords are relevant to each other. If you have no current history with the system, your best chance of having as low a cost-per-click as possible is by having a high quality, optimized ad campaign.