“Google Adwords: Profiting From the Largest Advertising Network In The World.” Spring 2012

*Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience. *Certified Google Adwords Professional (>1000), SEO, Social Media sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online. *AgentD.com President.

SEO Pros: *100% FREE. *Unlimited Potential *Little Penalty For Getting It Wrong. Adwords Pros: *Fast. *Highly Controllable. *Many Uses. SEO Cons: *Little Control. *Very Slow. *Unpredictable. Adwords Cons: *Expensive. *Some Markets “Upside Down.” *Learning Curve. SEO Vs. PPC

*#1 Element Of Driving Traffic Online Is Keyword Research. What Exact Phrases Are People Searching For? *99% Do It WRONG! *Dozens Of Free & Paid Tools To Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online. *Keyword Research Is A MASSIVE Topic:

*Strategy: Generate A List Of Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics…. *Because Even After Generating The List, You’ll Still Find That Some Words FAR Outperform Others For Unknown Reasons. – Who Cares! We Just Want The Revenue.

*3 Levels Of Keywords: Researchers. Shoppers. “Buyers” $

Geographic Segmentation: “Co Location” “Co Location Service” “Co Location Service PA”

*Generally: The More Specific The Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale). *Even Google Says Target 2-3 Keyword Phrases For Maximum ROI In Adwords. *E.G.“Programmer” Could Have 10,000 Different Meanings & 1,000 Different Audiences Looking For “Programming” Related Terms! We Want BUYERS. (Cont.)

Hiring A Java Programmer (better). Hire A Programmer (Maybe). Library Programming. Programmer TV Programmer Java Programmer *Java Programmer Philadelphia Rate.*

*Google:

TIPS: *Get Creative To Find The Real Keyword Gold. *Integrate Multiple Free & Paid Services. *After Mastering Keyword Research, You Will Find That Many Of The Words You Target Have Little/NO PPC COMPETITION. – AMAZING: This Is 2012! Especially in B2B Markets. 10 Years Behind.

Adwords=P.P.C.=Pay Per Click. You Pay For Every Visitor You Get. 3 Big Players… 1. Google. 2. Yahoo! 3. BING (MSN). (2&3 Now Merged). -Google Has 65%+ of Market + An Extensive Content Network Too. Higher % In Technical Markets Probably!

PPC Math: Comes Down To How Much You Make Per Customer Vs. How Much You Pay To Get Him To Buy. No ROI. Adjust Your Marketing. Paying More In PPC Charges Than You Are Making Back? ROI. Refine Campaigns To Increase ROI $$$. Making More Than You Are Spending?

*Extremely Important To Track PPC: Adwords/Analytics Integration & Watch Conversions/Keyword! *Critically Important to Watch Your Metrics Closely in PPC. *Google System Continually Changing, Bid Prices Change, Profitable New Opportunities Appear. Grab Them for Profits!

3 Main Ways To Take Advantage Of Pay Per Click: 1. In House (Do It Yourself). 75% of Companies Manage PPC Themselves, But Most (80%?) LOSE Money b/c Of Complexity! 2. Hiring Consultants. 3. Outsource Campaigns To 3 rd Party Ad Agencies (Some Are Huge- $200MM Companies).

*Pay Per Click EXTREMELY LUCRATIVE A)in The Right Markets B)with The Right Keywords. *Scalable Too. Some Companies Spend $1MM/Mo! *2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…

1)High Ticket Items. Some Tech Consultants Good Fit For PPC. (Pay Per Click Somewhat Limited In How High People Will Bid For A Click: Probably Psychological.) 2)Excellent Keyword Choice & Monitoring.

*Pay Per Click Takes Time To Figure Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market. *Google Has Extensive Training Material Online About The Google Adwords System: hl=en&page=examstudy.cs&ctx=go

*There Are Other Sometimes Ways To Get Around High PPC Costs. Video Ads:

*Sometimes OK to lose Money On PPC if Your Backend Is Strong Enough. Many Markets Like That Online. *Keyword Research Is Critical For PPC, Maybe Even More So Than SEO Traffic. *Professionals Take the Time and Spend $$$ to Learn About Their PPC Market. Hot Keywords, Trends, Buyer Psychology.

*PPC Is Very Flexible - “Edit” Out Non Performing Keywords & Geographies. And TARGET DIRECTLY!

*Google’s Content Network Sometimes Produces Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem). Search Network VS: Content

Case Study: Niche IT Consultant:

* Copywriting Tips: *Few Google Advertisers Do It Well = Huge OPPORTUNITY. *Purpose Of Copywriting Is To Get A Response (“Direct Response” Industry!) Of Some Sort: Click, Fill Out A Form, Buy. *It All Comes Down To PSYCHOLOGY: “What Will Make Them A)Click & B)BUY?”

Writing Powerful Copy that Converts into Sales on Google: 1)Strong “Calls To Action” (CTAs)…EG “Get Your Report Now.” 2)Powerful Facts About Your Offer. 3)Specifics: Red Shoes, Blue Shoes, Snow Shoes.

The Bidding “Auction”: *Different Prices in Markets And Specific Words!

*Split Testing (A/B) Ads: *The Ad That Gets The Highest Click Through Rate (CTR), Should Lower Your Google Costs Per Click Over Time. *Google’s System Awards Good Ad Writers With Lower Costs.

*Split Testing (A/B) Ads: When You Run 2 Different Ads In an Adgroup, Google Will “Split Test” Them & One Will Always Beat Another. ALWAYS.

*Split Testing Ads:

*Good Ads And Bad Ads: Which Is More Powerful? This One? Or This One?

*Good Ads And Bad Ads: Which Is More Powerful? This One? These?

*Good Ads And Bad Ads: Which Is More Powerful? This One?

*Good Ads And Bad Ads: Which Is More Powerful? This One?

*Integrate All Marketing Efforts (SEO, PPC, Social Media, Offline) Create A TON of Ways For People To Reach You… The Goal: Targeted Buyer TRAFFIC = Leads = Sales = Money.

1. Google Adwords...Money Coming In. 2. Use Data For SEO, Social Media. More Revenues… 3. Analyze, Refine, Increase Sales, Repeat!

Thank You! Rich Menz AgentD.com