Special Unadvertised Bonus for my September 17 Google AdWords Conference Call with Jonathan Mizel

Transcription

1 Perry S. Marshall & Associates 1508 Ridgeland Avenue Chicago IL USA Phone (708) Fax (708) Special Unadvertised Bonus for my September 17 Google AdWords Conference Call with Jonathan Mizel -Part One- Jonathan and I wanted to thank you for participating in the September 17 teleseminar, so we decided to give you a special unadvertised bonus a real-world, step-by-step report on getting started with Google AdWords. This one is not made up, it s an actual campaign developed for a real company. This is coming in two parts today, an example of how not to set up that brand new campaign. Tomorrow, you ll receive the second half, a blow-by-blow example of the right way to set it up. I wrote this for Mitch Meyerson s important new book Online Marketing Superstars which features myself and 23 other leading e-business specialists. Mitch is the director of Jay Conrad Levinson s Guerrilla Marketing Coaching Program, and has helped many entrepreneurs gain traction in today s hyper-competitive marketplace. I asked Mitch if I could give this chapter to you as a special bonus & preview, and he graciously consented. The tutorial that follows is deceptively simple. If you follow the advice it will make a huge difference for you in the coming weeks and months. Mitch s book Online Marketing Superstars is not released yet, but if you d like to be notified when it comes out, send a blank to perry @autocontactor.com and I ll give you a heads-up as soon as it hits the streets. Sincerely, Enjoy! Perry S. Marshall P.S.: We recorded the teleseminar for you, and you can download it free & listen again via MP3 at

2 The Quick & Dirty Shortcut Guide to Advertising on Google How to Set up Google AdWords Campaigns for Instant Traffic & Fast Results A Real-Life Example of a Real Google Advertising Campaign By Perry Marshall Perry S. Marshall & Associates Never before in the history of advertising has it been possible to spend five bucks, write a couple of ads, and get instant access to over 100 million people in less than 10 minutes. But that s exactly what you can do with Google AdWords you can set up ad campaigns on the world s most popular search engine in 10 minutes, and get traffic coming to your website instantly. Hi, my name is Perry Marshall, and I've sold millions of dollars of products on the web since 1997, when I was national sales manager at a hi-tech startup in Chicago. Today I consult with dozens of companies in software, publishing, manufacturing and information marketing. A day's work for me might include everything from direct mail campaigns, press conferences and copywriting to drafting a business plan for a product launch. But do you know what? Two thirds of the time, Google AdWords is the first tool I put in place for a new client. AdWords is, hands down, the fastest way to bring new customers to a cash-hungry business. I started advertising on Google before most people even knew you could do that. And my clients' websites would go from zero traffic to hundreds or thousands of visitors each day, literally overnight. Since then, I've become one of a tiny handful of experts on this new advertising medium. As I began speaking at Internet conferences and coaching other marketers, I saw how hungry people are for good information on this subject - and how hard it is to find anyone who truly knows it from the inside out. Google s AdWords system is an awesome concept. It s extremely well thought out and executed. It s consistent with all of the other ideas that have made Google the world s number one search engine. But most people have a hard time with it at first. It s a bucking bronco. Actually, it s the world s fastest crash course on true, real-life, street-level direct marketing. And effective direct marketing isn t necessarily a walk in the park. That s why most ad agencies run from it like the plague! It just happens to be the most effective way to advertise any small or medium-sized business. Compared to Overture, for example, AdWords is a little harder for beginners. But it s vastly superior when you actually know what you re doing. You get lower bid prices, more visitors and more control over everything. away. This short introductory example will help you jump right over that learning curve and succeed right

3 What Google AdWords Is Google lets you buy advertising space next to their free listings, on a cost per click basis. Your ad shows up when keywords you choose are searched for, and you pay only when people click on your ad. This is called Pay Per Click Internet advertising. At this very moment, people are searching the web for something you sell. You can reach them in as little as 7 minutes, just by setting up an account with your credit card. Google isn't just for searching anymore - it's also the world's fastest way to inexpensively advertise what you sell. Let's say you sell balloon rides. You can target people who search on "balloon ride," like this: See the ads on the top and on the right? You can choose the exact search words that cause your ad to appear in Google's results, you don't pay unless people come to your website, and it costs as little as 5 cents. You can double your web traffic instantly, with no "search engine optimization" voodoo. This is, hands down, the world's fastest, most controllable advertising medium. A miracle of the modern world. The Rules of AdWords Your ad has to get clicked on at least 0.5% of the time it is shown, or the keyword you re bidding on will be disabled They syndicate their ads to other websites and search engines There are generally 8-10 positions available on each page The minimum bid price is 5 cents Actual bid prices are determined by auction

4 Your position on the page is determined by your bid price, but with a very interesting twist: The higher the percentage of people who click on your ad (The Click-Thru Rate, or CTR), the LESS you have to bid to keep your position Google has an editorial staff that reviews ads to prevent offensive, mis-spelled or gaudy looking ads, and they are responsive to and phone calls Google rewards you for writing ads that are relevant to what people are searching for Example of a Real AdWords Campaign for a Real Company This is for an organization called Children s Relief International, a non-profit organization that offers sponsorship programs for poor children in 3 rd world countries. I m going to show you the wrong way to set up a campaign for them, detailing the mistakes that most newcomers make (including myself when I was new) and then I will show you the right way to set up campaigns. You ll see the keywords, the ads, the bid prices, web address destinations and the daily budgets, in full detail. So let s get started. We re going to go to and sign up for a new account. What you ll see on the next few pages are the exact steps you take to open an account and start advertising on Google.

5 It's All About Results Contact Us - Help Step 1 of 4: Target languages & countries. Details Languages: All Languages Danish Dutch Countries: All Countries United States United Kingdom Hold down the control or option key to select multiple countries. Save & Continue»» Step 2: Create Ad Group. Design your ads, choose targeted keywords to trigger those ads, and specify the maximum amount you are willing to pay when users click on your ads. Step 3: Specify your daily budget. Control the amount you want to spend on your campaign each day. No minimum budget is required. Step 4: Sign up. Create an AdWords account by providing your address and choosing a password. When you are ready to activate your ads, log in to your new account and submit your billing information. This is the first page of the get started process. First mistake: Selecting All Languages and All Countries. I don t mean to be politically incorrect here, but if you select the whole world you re going to pay for visitors from Asia and South America who are never going to sponsor a child in Africa. Choosing the right countries is extremely important, otherwise you could get a lot of clicks from places you can t do business with.

6 Step 2 of 4: Create Ad Groups. An Ad Group is a set of ads and keywords that work together to advertise a product or service. We suggest that you set up a different Ad Group for each product or service you offer. [?] Name this Ad Group: What will it advertise? Child Sponsorship - Bad Example A: Create ads. Details B: Choose keywords and maximum cost-per-click. Create your ad by entering a headline, two lines of description, and a URL. Example: Children's Relief We Help Hungry Kids in Poor Countries Interest: To maximize your clickthrough rate and your ad's position, be as specific as possible in the description lines, and be sure you meet the requirements for ad format and content listed in the AdWords Editorial Guidelines. Headline (maximum 25 characters) Children's Relief Description line 1 (maximum 35 characters) We Help Hungry Kids in Description line 2 (maximum 35 characters) Poor Countries Display URL (maximum 35 characters) Destination URL (maximum 1024 characters) w w.childrensrelief.com Your ad will link users to this URL, which may differ from the above "Display URL" if you choose. URL should not generate pop-ups, and should allow one click return to Google using the browser's back button. You need to create at least one ad before selecting keywords and maximum cost-per-click. Create Ad & Continue»» Second mistake, which will become even more clear in my discussion of keywords: The headline is the name of the organization, which is a mistake. Now Children s Relief International is a good name for an organization but generally you don t want your company name as a headline. Your ad should be about what the visitor wants, not what you do! Third mistake: Sending people to the home page You can send them to ANY page within your website you want to, and in this case it MUST be a page that is specifically, exclusively about how to sponsor a child. Nothing else. This is possibly the biggest mistake most people make sending them to the home page, where they ve got nineteen different options. That will kill your results, even if you do everything else right. Confused people do nothing. If they don t see exactly what they re looking for in FIVE SECONDS, they ll leave.

7 Step 2 of 4: Create Ad Groups. Create ads. Choose keywords. Details + Create New Ad Children's Relief We Help Hungry Kids in Poor Countries Interest: Edit - Delete Choose keywords that will trigger the ad(s) in this Ad Group. Tips for a good keyword list: Start with words that closely relate to your product and ad text. Add synonyms. Use the Keyword Suggestion Tool for ideas. Add plurals and misspellings. Fine-tune list using keyword matching options. [more info] Enter one keyword or phrase per line: sponsor a child poverty third w orld country child sponsorship charity poor people Save Keyw ords Choose currency and maximum cost-per-click You must save at least one keyword before choosing the maximum you will pay for each click on your ads. Step 3: Specify your daily budget. Control the amount you want to spend on your campaign each day. No minimum budget is required. Step 4: Sign up. Create an AdWords account by providing your address and choosing a password. When you are ready to activate your ads, log in to your new account and submit your billing information. Fourth mistake: Most people come up with a list of 5 or 10 or 20 or 30 keywords and paste them all into a single campaign, like you see above. Note that these keywords are pretty general and somewhat unrelated to each other. Most importantly they re not tightly matched to the ad. I can tell you right now that this is not going to work very well. In the correct example later, I ll show you the right way to do this.

8 Step 2 of 4: Create Ad Groups. Create ads. Choose keywords and maximum cost-per-click. Details + Create New Ad Children's Relief We Help Hungry Kids in Poor Countries Interest: Edit - Delete HOW PRICING WORKS 1. Maximum cost-per-click = the most you'd pay for a click [?]. 2. Higher maximum cost-per-click and clickthrough rates = higher position and more clicks [?]. 3. AdWords Discounter automatically reduces your average cost-per-click to be just 1 cent more than the minimum necessary to stay ranked above the next lower ad. No more need to monitor and revise your prices [?]. Choose currency and maximum cost-per-click USD $ 5.00 Recalculate Estimates Keyword Clicks / Day Average Cost-Per- Click Traffic Estimator * Cost / Day Average Position [?] charity 84.0 $1.62 $ child sponsorship 1.0 $3.32 $ poor people 3.7 $1.30 $ poverty 74.0 $0.23 $ sponsor a child 5.4 $1.63 $ third world country 2.2 $0.16 $ Overall $1.00 $ Change Keywords Save & Continue»» * Estimates based on clickthrough rates for current advertisers for these keywords. Data could change at any time. Fifth Mistake: Accepting Google s suggested bid price. The 5.00 is highlighted and most people are in shock because they assume this is some sort of minimum bid amount. That $ per day is pretty scary, isn t it? But actually this suggestion is a MAXIMUM bid amount. It s going to get you a #1 position most of the time, which you do not want. Whatever they suggest, divide by two or five or even ten. Bid 50 cents or $1.00, NOT $5.00!

9 Step 2: Create Ad Groups. Create ads. + Create New Ad Children's Relief We Help Hungry Kids in Poor Countries Interest: Edit - Delete Choose keywords and maximum cost-per-click. Keyword Maximum cost-per-click: USD $5.00 Clicks / Day Average Cost-Per- Click Traffic Estimator Cost / Day Modify Price Average Position [?] charity 84.0 $1.62 $ child sponsorship 1.0 $3.32 $ poor people 3.7 $1.30 $ poverty 74.0 $0.23 $ sponsor a child 5.4 $1.63 $ third world country 2.2 $0.16 $ Overall $1.00 $ Change Keywords Step 3 of 4: Specify your daily budget. Details AdWords is unique in letting you set a budget for your ad campaign. That way you can be sure you won't use your entire budget for the month in one day. Just enter what you'd like to spend per day in the "Daily budget" box, and Google will show your ad evenly throughout the day. Your actual daily changes may fluctuate by 20% because of changing search volume, but the maximum you will spend in a 30-day calendar month should be no more than 30 times your daily budget. The amount that is displayed in the budget field below is our recommended daily budget. However, the click volume we estimate may be lower than the actual volume, so to maximize your ad's exposure, enter the maximum you're willing to spend. If you set your daily budget amount lower than the suggested amount, your ads may not appear every time users search on your keywords. Daily budget (USD): $ Save & Continue»» This utility allows you to set a daily budget so you don t blow all your money the first day. It s based on your bid prices, which were already too high. But in any case if you want as many clicks as you can get you should err on the high side for your daily budget.

10 Step 4 of 4: Sign up. Details a. Enter your address and choose a password. You will use these later to log in to your account. address: Re-enter Choose a password: Password must be at least 6 characters. Re-enter password: b. Indicate your preference. When necessary, we'll send you service announcements that relate to your advertising agreement with Google. gfedcb In addition, send me periodic newsletters with tips and best practices and occasional surveys to help Google improve AdWords. c. Carefully read the following terms and conditions: Introduction. This Agreement betw een you and Google, Inc. ("Google") consists of these Adw ords Standard Terms and Conditions ("Terms and Conditions"), the AdWords Program (the "Program") Frequently Asked Questions, w hich may be revised periodically, and the terms of any advertising campaign you submit or modify. "You" or "Advertiser" means the entity identified in this enrollment form, and/or any agency acting on its behalf, w hich shall also be bound by the terms of this Agreement. Please read very carefully these Terms and Conditions and the Program Frequently Asked Questions (the "FAQs"). d. Please note: When you click the button below, you'll receive an telling you how to verify your address and activate your ads. Your ads will not run, and you are not committed to a purchase, until you have completed those steps. By clicking this button, you indicate your acceptance of the above terms and conditions. I agree -- Create my AdWords account And that s the end of the signup process. You enter your address and password, and Google sends you a confirmation . After that you enter your credit card info and you re live. I just showed you the wrong way to do this. Four Steps, Five Critical Mistakes. And none of them are necessarily obvious to the average guy who s just getting started. But this campaign will be a disaster if we run with it as-is. In the next installment, I m going to show you the right way to do this. Stay tuned...

11 While You re Waiting for Tomorrow s Installment: Unadvertised Bonus #2 I ve written a 5-day mini course on Google AdWords. It goes further into this subject than this brief tutorial. It s free, and you can sign up for it at It will give you many more ideas and tools that will improve your performance on Google AdWords.