Google AdWords Basics Part Two – Writing Ads in AdWords

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Google AdWords Basics Part Two – Writing Ads in AdWords

INTRODUCTION

This article discusses exactly how to use AdWords, i.e. how to create ads and how to optimize them for AdWords. All the information herein is pertinent only to Google AdWords, and not necessarily to other Pay Per Click (PPC) advertisers such as Yahoo or MSN. I do all my current advertising with Google AdWords, because Google rewards you for providing relevant content, i.e. the more you know what you’re doing, and the higher the relevance of the ads you place, the cheaper Google will allow you to advertise for. If you know what you’re doing, Google is the place to advertise.

HOW ADWORDS WORKS

For anyone who doesn’t know the very basics of how Google AdWords works, I will explain (for technical aspects and common AdWords terms, see my other AdWords Basics article). You, the user, place an ad with Google. You write out a few short lines of what you’re promoting, specify your keywords, and link your ad to the page you want to send people to. Google places this ad on the right hand side of its page when someone searches for your keyword. If you have no idea what I’m talking about when I say “keyword”, read my article “Keyword Analysis (Search Engine Optimization) In Internet Marketing” which explains the basics. Essentially though, a keyword is a word or phrase being searched for on Google which will trigger your ad to appear.

NOTE: In “Keyword Analysis (Search Engine Optimization) In Internet Marketing” I write about keywords pertaining to organic listings (“organic” means the listings which or not paid for, i.e. the results directly under your search, not the ones on the right side of the page on Google). The basics of keyword analysis is the same here, but the section where I talk about determining your competition for each keyword is irrelevant, because there I am talking about your competition for organic listings, not in the paid listings, so ignore that part.

HOW TO WRITE AN AD

So, let’s begin with an example of a simple ad in AdWords. Let’s say you want to sell guitars. First, create a Campaign in AdWords called “Guitar”. The title of the Campaign is not super important, but at least make it something related to what you’re selling. Next you want to title your Ad Group. The title of the Ad Group is very important, and is relevant to all the keywords you’re going to add to your Ad Group. Your Ad Group title is important, because it will be the base keyword for all your keywords. To explain, let’s say I want to sell Gibson guitars. My Ad Group title will be “Gibson Guitars”, and every keyword that I now add to this Ad Group will contain the words “gibson guitars”. This is because as I said above, you will do better with Google Adwords if your ads are relevant. For your ads to be relevant, you want your Ad Group title in the title of your actual ad. If all of your keywords contain your Ad Group title, then at least part of each keyword will be in your actual ad title. This is very important to Google. Your relevance will go way up in Google’s eyes if the term that a person is searching for is in your ad title. For more on relevancy in AdWords, see the section “Click Through Rate” in my other AdWords Basics article.

So let’s go to the free WordTracker tool at http://freekeywords.wordtracker.com/ (again, I would recommend reading “Keyword Analysis (Search Engine Optimization) In Internet Marketing” for further information on this). Type “guibson guitars” in and click search. Now the keywords you choose are going to depend on exactly what you’re selling; obviously if you’re only selling electric guitars, you don’t want “gibson acoustic guitars” as one of your keywords, this is just going to waste your money. Go through the Wordtracker list, and add as many terms as you can that you think are relevant. I would recommend putting your keywords in your list twice, once in square brackets like this [keyword], and once in quotes like this “keyword”. If your keyword is in square brackets, your ad will only be triggered if someone types in exactly what you have within the square brackets, in that exact order. If your keyword is in quotes, your ad will be triggered if any phrase is searched for containing your keyword, in the same order in which you entered it. For example, if your keyword was “electric gibson guitars”, your ad would be triggered if “buy electric gibson guitars” was searched for. However, if “electric gibson black guitars” was searched for, then your ad would not be triggered.

I would recommend also entering your keyword without quotes or brackets, because this can trigger your ad for any phrase entered that contains your keyword. For example, if your keyword was “electric Gibson guitars”, your keyword could be triggered by a search for “I want to buy gibson black electric guitar”. You have to be very careful with this however, because you don’t want your ad to be triggered for irrelevant searches. For example, you don’t want your ad triggered for “pictures of electric gibson guitars”, because this would just serve to lower your CTR. This is where negative keywords come in very useful. I have written an additional article on negative keywords called “Google AdWords Basics Part Three – Negative Keywords”, which I would recommend reading. Again, for more on relevancy with AdWords, see the section “Click Through Rate” in my other AdWords Basics article.

Google allows three lines for your to type for your ad. Your first line will be for your ad title, and should always contain your Ad Group title, and hence at least of part of your keyword (to increase your relevancy). The second and third lines are completely up to you to decide what to write. Perry Marshall suggests however that your second line be a benefit of your product, and your third line be a feature of your product. An example of a benefit could be “Gibsons Make You A Better Player” or “The Guitars The Pros Use”, while a feature could be “Rosewood And Maple Fretboards” or “Over 100 Models To Choose From”.

OPTIMIZING YOUR ADS

You should also always split-test your ads. The smallest change could dramatically change your CTR (for more on CTR, see the section “Click Through Rate” in my other AdWords Basics post). To split-test ads, go to your Ad Group, then Ad Variations, then Create New Ad. You will create an ad that is very similar to your first ad, but with some slight difference. For example, if your title is “Electric Gibson Guitars”, try changing it to “New Electric Gibson Guitars” or “Great Electric Gibson Guitar Models”. You could also try reversing your second and third lines, or changing their wording too. You will run the two ads at the same time, and Google will show you which ad performs better. When you have sufficient data to decide which is the better-performing ad, delete the lower-performing ad and create a new ad variation to test against the better-performing ad. This way you can constantly increase your CTR. Only change one variable at a time however, otherwise you won’t know why your new ad is performing better than the old one. This may seem tedious, but it has been proven that minor changes can sometimes make a huge different in your CTR.

CONCLUSION

This is the very basics of AdWords. I would highly recommend Perry Marshall’s Definitive Guide to Google AdWords to get more detail on the topics I’ve covered here. It is a document you will have to pay for, but it is worth it.

Top tips in writing effective Google AdWords selected ads that convert

admin    Google Optimization     Adwords, Convert, Effective, Google, selected, Tips, Writing

Top tips in writing effective Google AdWords selected ads that convert

“Tip 1. Targeting the right audience, (use a sniper rifle not a shotgun, its cheaper)

Target the right audience by selecting the language and location that you want to target, this can be broken down into cities. For example, I exclude all countries but South Africa I can even go so far as excluding specific sites that cater for the younger generation if needs be.

Tip 2. Test Multiple Ads Simultaneously AB testing or multi variant testing, it works!!

Always test 2 (or more) ads simultaneously spread you eggs to a number of different baskets. Find out which ad produces the higher click through ratio. Then replace the weaker performing ad with a new one, you need to do this for at least 2 weeks before changing to a different ad.

Continue this process in your never-ending quest to get the highest click through ratio possible.

Tip 3. Track the return-on-investment (ROI) of each ad

Google tracks the click through ratio (CTR) of each ad. But it doesn’t track the conversion ratio.

Use a special tracking link in each ad to track its conversion ratio. For example, you could attach each ad with an affiliate tracking system link. Make sure each ad produces a return-on-investment.

Tip 4. Include targeted keywords in every ad

Targeted keywords draw attention, and is better received by Google, in the headline and the description of the ad. Google will highlight searched keywords in bold in the ad drawing the viewer.

People don’t read online they scan for what they want, they look for the keywords that interest them, keywords highlighted in bold certainly help to catch the user’s attention.

Tip 5. Sell the benefits of your product or service

Spell out one or more major benefit in your ad. For example, save money, expert advice etc.. this adds more substance to your ad, and can also reduce the unwanted searchers.

Tip 6.Include descriptive words in your ad

Start your headline with a descriptive word that attracts the views attention, try and be unique this will make you stand out from the other ads.

Tip 7. Emotion invokes our senses

Use power words or call-to-action words that provoke enthusiasm and emotion that will elicit a response.
Some examples: free, cheap, sale, special offer, time limited offer, buy now – Save up to 50%, Download for free.

Tip 8. Sell yourself, what makes you different

What makes your product or service better, or different, from the competition? Spell them out in your ad.

Tip 9.Link your ads to internal pages

If an ad is for a specific product or service, create a landing page for the ad if someone is looking for car insurance make sure they land on the car insurance page and not on the home page, this will increase the conversion rate of the site.

“

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Songwriting Tips For Writing Lyrics

admin    Google Optimization     Lyrics, Songwriting, Tips, Writing

Songwriting Tips For Writing Lyrics

In order to become a great, professional songwriter, you must devote as much time and energy to your songwriting as you would to any other career.  It requires applied study, dedication and commitment.

The songwriting process need not be in any particular order. Some folk write lyrics before the music, others will start with the music, and others write them at the same time, flitting from one to the other. Whether you prefer to begin with the lyrics or the music, the words should give the listener a picture of the theme or tale.

You can begin by thinking about the feel or vibe of the song you are going to be working on.  Decide the aura, style and a vague outline of what you want the song to portray.  A smart next step can be looking for the title of the song, which may or may not be used within the songs actual lyrics but should give a good idea of the theme or the general concept.  The chorus should really contain the hook and it ideally should be relevant to the title of the song, as the chorus is what stands out both lyrically and musically. It’s the feature that people will remember most.

On occasion it can be beneficial to write something that isn’t a song. It can greatly assist the creative process, because you are free from the demands for form and structure, no rules to constrain you and, in addition, no hooks.

Help with inspiration

A superb piece of advice for every songwriter is to pay attention to what is happening all around them!  Listen to the things people say, what makes them laugh, look at how they interact with each other. What type of song would be interesting to these people?

Another resource for topics and inspiration for songs is quotations, a good one can give a song such direction. Try doing a search for quotations on google, search for email subscriptions or forums, there are lots of them online. Alternatively get yourself out in the fresh air (people-watching as you go) and (search for a book of quotations at the local library or bookstore.

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Search Engine Rankings—how to Test the Effectiveness of your Article Writing

admin    Google     Article, Effectiveness, Engine, Rankingshow, Search, Test, Writing

You write an article related to the topic in your web site. You include a link back to your web site. You submit this article to a number of online article directories. The article directories make your articles available for ezine and online newsletters to use as content. Some of the article directories use RSS feeds to get your article out to as many web sites as possible.

What happens next? Your link is being virally propagated throughout the web world. As that happens, the search engines begin to give your web site a higher ranking based on your link popularity.

Does this happen like that in the real world?

Only effective testing and tracking for these types of things can give you that answer. The best testing is the testing you do yourself.

So how to do it?

Perform the following test:

1) Write 10 articles.

2) Put a keyword-linked “live link” in the bio for each of your articles. For example, the keyword phrase for the “live link” in this article is “search engine rankings”.

3) For this test, use a search phrase that has at least 3 words in it. (This will make it easier to see fast results; the principle is the same for looser word phrases with fewer words, it just takes many more links and articles to see results)

4) Use Google and Yahoo search to find article titles that are being used by no one else. To do this, type your proposed article title ‘in quotes’ into both search engines and alter it until you come up with a title that the search engines will give you a no results return to your search.

5) Send your article to at least twenty of the biggest article directories. (I cannot include the list in this article due to article directory requirements, but if you access me via the live link and send me an email asking for my top 50 or so, I will gladly send it to you)

6) After about a week, look up the article title, again in quotes, in Google and Yahoo. Do it again every week for a month. Look up your keyword phrase. Count how many times one of your articles is listed in the search results for the top 10, top 30, and top 100. This is certainly not a scientific test of any sort, but I think you will be surprised at the results. Let me know!

Article Writing and Publishing as the Way Out of Google Sandbox to Getting First Page Rank

admin    Google     Article, First, Getting, Google, Page, Publishing, Rank, Sandbox, Writing

It may sound like trivial idea to write news, articles, press releases or internet blogs with link back in about author section and publish them on media portals, from where they potentially could be syndicated or simply to say published on other publication sites at the discretion of their editors. But it is what it is and it works. In this small article we would like to share our experience of leaving google sandbox just few days ago and being assigned our first page rank

1. Site registration. We registered absolutely new domain on January 13th and at the same day we published our first PR announcement to have search engines to visit it the following night. Google was the fastest to respond and we tracked googlebot spider, however as you could imagine our website automatically was placed into so-called sand box or in other words long drawer

2. Links and Contents generation. While being in the sand box, we decided this is the best time to beef up our site with relevant materials as well as accumulate large number of linking back pages over the internet. The best strategy to do so if simply sit down each evening and write small article and then post it to up to ten submission sites plus to our own website. This process takes about one hour per day and it brings you approximately one hundred links from completely legitimate pages (articles, news, blogs with photo, video, author logo) with relevant contents, which is by the way is our composition

3. Release from Sand Box. It happened on April 30. At this day our website got it first page rank and it was four in google ranking. By that time we had approximately 27 hundred links from outside and our site name Pegas Planet was found as exact phrase on over six thousand pages

4. Link from page, ranked five. Maybe this contributed to the fact that we got not one, but four in google ranking – we negotiated with Alba Spectrum to get link back from their first page, ranked five

5. Invitation to you, article writer and web site SEO and marketing promoter. At Pegas Planet we do not use syndication, meaning that we do not place something, which was not originally submitted to us. However we have special program and encourage other editors to republish our articles on their portals

Social Media Writing Tips for Executives

admin    Social Media     Executives, Media, Social, Tips, Writing

It’s a Blog New World. Social media has changed how we communicate. Facebook, Twitter, LinkedIn, Blogger.com and dozens of other social media sites have given us a new way to communicate with friends and business colleagues. They have also given us a new vocabulary.  We now “blog” and “tweet” and “text”.  We read “blooks” and “microblogs” and are concerned about “trackbacks.”

But most importantly, social media has given us a new set of communication rules. And if you are a business leader, knowing the ins and outs of communicating in a social media world can be critical to your online reputation and your business presence.  

Here are eight guidelines executives might think about when communicating in this brave new social media world.

1.  Think Eternity. When writing a blog, tweeting, or commenting on any social site, the first thought in your head should be, “These words are permanent.” Will you be proud to see the comments you wrote, let’s say twenty years from now? Comments associated with your name can advance or tarnish your online reputation, so write with an eye to your future.

2.  Think Like Aretha Franklin. Remember her famous song, “R-E-S-P-E-C-T”?  No matter what social media you engage with, offering up respectful comments, recognizing and calling-out the efforts of others, and keeping a collaborative mindset will serve you well. It’s also one of the most important brand traits for a business leader.

3.  Think Like Twitter. Few people have the time or inclination to read rambling and lengthy articles or comments. Twitter’s micro blogging 140-character limit forces us to be crisp and focused. No matter what the venue, concise and to-the-point writing will help gain any business leader an audience.

4.  Think Like the Audience. What do THEY want to read?  What are THEIR likes and needs?  Make your comments and writing more about your readers than about you.  That’s not to say you should keep your opinion in check, just make your opinion relevant and topical for readers.

5.  Think Story. People all over the world love narratives. You can never underestimate the power of a good story, no matter how long or short it is.  When commenting and especially when blogging, add stories, relevant business examples, and real-life people to make your writing come alive.

6.  Think With Your Ears. Listen to the crowd.  Don’t just jump in and write to LinkedIn colleagues or respond to a blog post. Really listen to the collective voice first. Maybe read a post more than once before you respond, or review a few of the blogger’s key words. By really listening, you’ll know how to more effectively frame your comments—you’ll add more value and be more a part of the social fabric.

7.  Think of the Venue. Each social site has its own conventions and ways of doing things.  Spend some time checking-out the lay of the land before you land your comments on a page.  Conventions for Twitter are vastly different from those for Facebook or your corporate blog. Think, “Editorial Guidelines” so your comments will be in keeping with the look, feel and flow of the social site you’re writing for.

8.  Think Twice Before You Tweet. Does the world really care that you are going off to the slopes now, or meeting Mr. X for lunch, or taste-testing a new microbrew? As a  business leader, are you advancing compelling business ideas?  The types of comments that might be relevant to your favs or family might NOT be relevant to the corporate world.  If it’s not of value to the collective business crowd, think twice before posting.

Bottom-line, the social media is not like the American Wild West.  There are rules, conventions, etiquette and best practices. And as a business leader, following or not following those guidelines can impact your executive brand.

Thinking about social media conventions before you jump in can make the experience a better one for both you and your readers.

Writing Articles and Internet Marketing

admin    Google     Articles, internet, Marketing, Writing

You will see millions of searches processed to a certain keyword, from Overture, a keyword suggestion tool. When these keywords are typed into search engines, articles with those keywords will be displayed from indexed websites, which leads traffic to websites with keyword rich articles. Articles, yes, is the magic word.

Content is king on the Internet. Today, article writing is one of the most utilized Internet marketing media. Internet surfers just cannot get enough of information on various fields. To drive lots of traffic to your web site and providing information through these articles is a surefire way.

Why is that? Here are the reasons and benefits that article writing will provide for you in your Internet business.

a) It is absolutely free.

Too good to be true? Not. Okay, you have to pay for your Internet Service Provider. That’s it. All you need is your thoughts, your computer, and your hands. If you have those, nothing will stop you from typing words that will make you complete that article for your website. On which aspect of that process did you really shell out any cent? Maybe later when your electric bills come.

b) Your website will be indexed and noticed in a very short period of time.

Submit that article of yours to article directories that get the most web traffic and in no time your web site will be crawled. That is if you don’t forget including your resource box or byline.

c) Receive one back links automatically.

When you submit your articles to directories, other websites related to your subject matter will make use of your articles too. With the copyright terms of your articles, the URL of your website will still be in tact and will subsequently direct more traffic to your website.

d) Improve your reputation and become an expert in your field.

As an Internet marketer, if you plainly display your products on your website, you will not gain much conversion rate. Conversion is when your traffic converts to sales. You have to show that you are knowledgeable on your field. By writing articles, what a better way to show that you know your field and will allow you to have some bragging rights.

Just make your creative juices flow and write down or key in those ideas quickly to get your article writing momentum. With those benefits listed above, a writer’s block is the last problem you will ever be able to surmount.