Copyright: Adwords Direct Response

Transcription

1 Copyright: Adwords Direct Response

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3 Introduction What most people fail to realize when using Adwords to drive traffic to their website is: the same way you can improve an Ad Group s CTR you can also improve your sales page Conversion Rate What most people do (myself included until just recently) is write sales copy and put together a sales page by feel, based on hunches of what they THINK people will buy. They then drive all of their traffic, from all of their different Ad Groups consisting of different Keywords to that same sales page. Now, some of us are good at writing sales copy and have a natural understanding of what makes people buy our products. Those of us that have these talents can get away with going by feel, rather than doing our due diligence and basing our sales copy on hard Facts and Data. Having said that, most people aren t so lucky as the internet is littered with awful sales copy and while it may convert with Affiliates after a recommendation or review, it just won t cut it with cold traffic from Adwords. Before you get ahead of yourself and start thinking I m about to teach you the secrets of writing high converting sales copy, I m not. That s been done, it s all over the internet and its constantly evolving and changing subject. What I m going to teach you is more useful, and relevant to what this course is about: Converting Adwords Traffic to Sales. Phase 3 is split up into 2 Parts, what I m going to teach you is: Part 1: Matching sales copy to performing ads Part 2: Improving visitor trust / comfort Instead of focusing on emotional triggers, clever wording and all the other tricks associated with copy writing wizardry I m going to focus on the easiest possible ways for you to improve your Coversion Rate without being a good Copy Writer. Let s begin Part 1: Matching sales copy to Performing Ads In Phase 1 & 2 of this guide I went over the simple methods I use to write high performing Ad Copy. The main principles are simple: include your base keywords in the headline, describe what the product IS and what it DOES in the rest of the Ad. Then, once you have hard data and know which keywords are generating the most Impressions and Clicks you can modify your ads to include the most popular keyword phrases. This makes a lot of sense, especially from the perspective of the person who is performing the Google search and potentially clicking on your Ads. Pretend to be the person typing the keywords you re bidding on into Google for a minute

4 If you are looking to gain muscle and type the phrase How to build muscle fast into the Google search box, would the following Ad grab your attention? How to Build Muscle Fast And Become 50-75% Stronger In The Most Realistic Way Possible It s addressing exactly what you re looking for, and has the words you typed into Google right in the headline. This is why an Ad that closely relates to the keywords you re bidding on is likely to have a high CTR. But high Click Through Rates are just one part of the equation that is in our goal of running a Profitable Adwords Campaign What happens when the person actually clicks on your Ads? They are taken to your sales page: Does your sales page closely relate to what the person typed into Google and what your Ads promise / describe? If not, you re in trouble You see, the same reason a person clicks on your ad will be the same reason they stay on your Sales Page and read your Sales Copy. So the first thing a person sees must relate closely to what they typed into Google and what your Ads promise and describe. This is what you need to keep in mind when writing your Pre-Headline, Headline and Post Headline IMPORTANT Rule 1: Your Headline should closely resemble your highest performing Ads and include your most popular keywords in it. It doesn t have to be an exact match to your Ads, but should cover the basic promises, descriptions and benefits covered in your Ads. IMPORTANT Rule 2: Your Post / Sub Headlines should include a description of what the product IS, what it DOES and why / how it will benefit your visitor. IMPORTANT Rule 3: Eventually, your top performing Ad Groups deserve their own landing pages with headline and introductions targeted at and closely relating to the specific keywords and Ads within those Ad Groups. So then, before you start your campaign writing your sales copy based on hunches and what you thing may convert well is perfectly fine. But once you have hard data, know the keywords that are generating the most impressions and clicks for your Ads you can then edit your Sales Copy to closely relate to your top performers. And eventually, once your Ads generate and track sales create separate landing pages for the Ad Groups with the most conversions. REMEMBER: The more your Ads relate to your keywords the higher your Ads CTR will be, and the more your sales pages relate to your Ads the more likely it is that your visitor will stay on your sales page and buy your product.

5 This is the simple, efficient way of doing things. You could create a different landing page for each Ad Group right from the start, this is ideal but can be wasteful as you have no idea which ads will generate significant impressions and clicks. Part 1: Improving visitor Trust / Comfort There is something you must understand about the kind of visitors Adwords traffic consists of: Most of the people coming to your website via Adwords Ads are First Time Visitors. They weren t sent to your sales page by Affiliates recommending your product, or after reading a positive review to these visitors you truly are a complete stranger. This is why Transparency is especially important for Sales Pages advertised on Adwords. You can check out Google s Landing Page Guidelines yourself at: ^ There s a lot of stuff to sift through on that page, and most of it isn t about helping your Sales Page convert better (or even meant for Direct Response websites). So I ll give you specific examples of what your Sales Page should have in order to improve conversion, make your potential buyers comfortable and even please Google Who you ARE and what you DO: If you claim to be an expert, explain who you are and why people should trust what you have to say. Talk about your experience and describe your know how in the area you claim to be an expert in. Personally, I often devote a special section of my copy to tell my personal story it doesn t have to be long but should be enough to familiarize your visitors with who you are. If you re not selling an info product, but some kind of software or other products online, describe your business and provide business information. Either way listing your business name, contact and information at the bottom of the page helps make first time visitors to your website more comfortable with the idea of handing over their credit card info within a few minutes of visiting your site. What your product IS and how it WORKS: It s important to be clear about your product., specifically what it IS, DOES and how it WORKS. A lot of people try to trick people into buying their product, vaguely describing what it is in the hopes that benefits and promises alone will convince people to buy This is a bad idea, especially on Adwords it looks suspicious and makes people think you re hiding something.

6 Bodyweight Fitness IS a 4 Week home workout program consisting of bodyweight exercises that does not require weights, gym memberships or any special equipment. It WORKS by combining strength exercises with explosive plyomentric exercises, which helps build strength while gaining muscle mass as well as athletic ability ^ It s important that our customers understand exactly what they are getting. So we can further elaborate on the description above with Diagrams and Graphics that help people understand what they are getting themselves into. Exactly what your customers GET: Will you be sending a physical Book and DVD to your customers, or is your product 100% Downloadable? It s also important to give a glimpse inside the product your customers are paying for If you are selling a software, provide video of it in action this gets people familiar and comfortable with your product before they buy. And if you re selling an ebook, take a screenshot of the best part and stick it in the product description somewhere close to the ecover graphics. Giving a peak inside your product takes some of mystery and uncertainty out of a person s descision, which makes them more confident and comfortable giving a total stranger their credit card info over the internet. Visuals Help! A large portion of your visitors are Visual Learners, and many are Visual Thinkers. These people feel more comfortable when text is accompanied by illustrations and pictures that help them understand the point you are trying to get across. So any Diagrams, Screenshots, Visual Proof you can include in your Sales Page is a positive as long as it serves a purpose and isn t there for decoration ;-) Conclusion Like I said, Phase 3 is NOT a guide on Copy Writing. Instead, it s a guide on converting Adwords traffic to sales. And aside from all the copy writing tactics that have proven to work with direct response sales page, the two methods outlined in this guide are the easiest and most accurate way to improve Conversions on Adwords. Matching your Headlines to your top performing Keywords and Ads will make your visitors happy, and let them know they found exactly what their looking for. And improving their Trust and Comfort levels with Transparency will allow them to make confident decisions, which are a lot easier to make than those made with doubts. The best part is, these tweaks to your Sales Page don t require much skill or talent. You are simply following instructions and making changes according to hard data rather than going by feel.

7 Overall, the your strategy to running profitable Adwords Campaigns is simple: Your Base Keywords should describe what your product IS and what the product DOES. Your Ads should contain the Base keyword in the Headline and also describe what the product IS and what it DOES / its benefits. And last but not least, your Sales Page should closely relate to your highest performing keywords and make the viewer feel comfortable and confident in making their buying decision. All markets have their ups and downs, positives and negatives. But if you follow the basic principles outlined in Phase 1, 2 & 3 of this guide I guarantee you ll be able to profit from most of the campaigns you set up from now on. Good luck and remember to keep your campaigns as relevant to your product as possible! Thank you for reading!