How Google Works Extra Benefits Beating AdWords Google Analytics Mike Rhodes WebSavvy.com.a u

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Competitive bidding process $       $                  

extra benefits control costs testing keywords

control costs Only pay when someone clicks Cost per sale is very low Easily control costs (macro & micro) The better you get - the cheaper it is!

testing E. Haldeman-Julius Direct Mail: 5 books for $1 Sale based only on book title

Prostitution in the Modern World 129,500 Prostitution in the Ancient World 84,500 Mistresses of Today52,500 Women who have Lived for Love 24,000 The Evolution of Marriage20,000 Little Blue Book Titles

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testing Tiny changes -> massive differences Domain Name Membership Site Topics for eClasses & Articles Title of next eBook or next Product

keywords

Number of Searches keywords

Show me the Money! keywords

Visitors tell us which are winners Spend more on the winners Optimize (SEO) the winners Use winners as article titles

Beating AdWords Relevance Great Ads Landing Pages Quality Score

Google Slap What is it? How to avoid it? What factors affect it?

Relevance

Great Ads Use Keywords from Group Headlines: Questions, Quotes Use Action verbs Keywords in Domain Name

Account Structure Account settings: billing, , alerts Campaign #1Campaign #2 keywords AdGroup1 AdGroup2 AdGroup3 Lots of keywords

Account Structure Account: Pet Store Campaign: Cats ($5/day) Australia & NZ, Google Only Campaign: Dogs ($10/day) Australia, Google + Search Dog for sale Dog leads, dog collar Dog training dvd AdGroup: cat training AdGroup: dogs for sale AdGroup: dog extras AdGroup: dog training Cat training dvd Training cats dvd dvd train cat dvd training cats

Account Structure Account: Pet Store Campaign: CatsCampaign: Dogs Dog for sale Dog leads, dog collar Dog training dvd AdGroup: cats for sale AdGroup: dogs for sale AdGroup: dog extras AdGroup: dog training Cat training dvd Training cats dvd dvd train cat dvd training cats

Landing Page Checklist Unique, Relevant & Substantial Content Fulfil the Promise made in the Ad Easy to Navigate – Make it Easy! Domain: age + use of keywords Privacy policy, Terms of Use Clear call to action Minimal Ads

Quality Score Why important? What factors affect it? How to improve it?

Analytics You can’t manage What you don’t measure

The Sales Process – Where are the holes?

Where does the money come from?

How many Sales per Day?

Value per Visit, for each Ad Position

Thank You