Internet Marketing Part 4

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2. Write Separate Ads for the Main Keywords.

There has been cases where people get really frustrated with Google. They've set up their campaign.They have written their one ad, they've selected maybe 20 keywords but the response they've achieved on those keywords has been disappointing.

Not writing separate ads for separate keywords is probably the biggest mistake people make with their pay per click advertising.

Let's go back to our camera example(Internet Marketing 4). On checking this out and at the moment the top two companies bidding on the keyword 'camera' on Yahoo in the UK are willing to pay £1.01 for being there....but the top two companies bidding on the phrase 'Sony Digital Camera' are paying 60 pence and 60 pence respectively.

If we go further down the list (Internet Marketing 4) and pick a phrase like 'digital camera rating' that 10,000 people searched for last month, the top two advertisers are paying 29 pence and 28 pence respectively. What this all means very simply is that if we just have one ad for all of our keywords we're going to have to pay more than a pound a click to get in the top positions, If we have separate ads we can only increase our of clicks by hundreds of per cents but we'll only be paying 61 pence for some, 28 pence for others. Across the board that's a massive saving.... often enough to turn an unprofitable campaign into a profitable one - or a profitable one into a "lets go an sit on the beach in Hawaii while the money pours " one!

If you implement what I'm saying you really can improve the response to your pay per clicks by hundreds of per cent... and you can often slash what you're spending by each click by half or more.

So we've said that you want as many relevant keyword phrases as possible .... and you want separate ads certainly for the keywords that get the most amount of clicks.

Now let's back track a bit and answer the question that everyone asks.." how do I choose my keywords." Well, yet again the internet does much of the work for us.

3. Writing your Ads.

I know that one of the first thing that causes people to hesitate about pay per click is writing the ads, so lets get this one out of the way straight away.

Can you use other people to write your pay per click ads? Well you can, but you may well find it becomes one of the cornerstones of your marketing in the months ahead and I suggest you do it - especially if you're a business owner.

When you really get into pay per click ... it gets quite deep, you can become vaguely obsessive about it but trust me, you'll find no one more committed to your pay per click success than you.

Secondly, writing good ads for pay per click is not complicated - and I'm about to show you how.

Thirdly... if you want to get good marketing.. Pay per click is a great place to learn.

It contains all the fundamentals for effective direct marketing and advertising primarily writing good copy, testing and measuring the results, and being at the leading edge of internet marketing. I think it's also a lot of fun.

So if you can do it yourself.

Ok, so when it comes to writing your ad, you've got the headline... and on Google you've got the two lines of your copy for the ad.

Here's what a typical Ad looks like:

The headline is the words at the top of each ad. On the Google page the headline is highlighted in blue.

4. Use the Keywords in your Headline

In our example above, the headline is 'Camera at Amazon'

Pay per Click has a huge advantage over normal advertising when it comes to writing copy. When you write an advertisement for a magazine or newspaper you can spend ages trying to come up with a great headline to capture peoples' attention. But with pay per click, the person that''s looking at your ad has already done the work for you. In fact, I can tell you right now the precise words that you nearly always want to use in your headline.

Your headline should simply be the same as the keyword the person used to do their search. So if you're bidding on the keyword phrase 'perfume' because you sell perfume... your headline should be 'perfume'....if you're bidding on the phrase 'life coach'....your headline should be 'Life Coach' Here's why. We know that the ads that do best are the ones that are most relevant for the phrase being searched for. That's because the person doing the search has a phrase in their head and if the phrase they just typed comes up in the Google ad, they're going to be more likely to click on the ad - simple as that.

This means half of your copy writing job is done for you. You just duplicate the keyword in your ad.

There are going to be some exceptions. If you sell data on geographical demographics for the life insurance industry - and one of your keyword phrases is 'geographic demographics life insurance industry' obviously that's too long for the headline and you're going to need to experiment. Maybe just use 'Demographics' as a as a headline or try something like 'Insurance Profits' as a headline.

The other exception would be if you're further down the line in your pay per click career. Let's say you've tested your response by using your keywords in the headline and you want to try to improve on it. The Amazon copy above is an example of this(assuming they've tested that headline against one that just has the word 'Camera') It's possible to come up with alternative headlines that will out perform your keywords.

So by all means play around with various options but certainly as a starting point, or if you're already doing pay per click and have never just used the keywords as the headline, it's the best place to start.

Now if you combine this strategy with our earlier points, bidding on dozens of keyword variations and separate keywords, you're way ahead of the competition.

So you've discovered all the keywords you should be bidding on and you're taking the time to write separate ads for all of them. You'll reach many more qualified people and your click through rates may well be hundreds of per cent higher as a result.


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Recent Comments

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Hi Billmac65, thank you for reaching out. I'm just following you back. Like your blogs. Great insights.

Your welcome Adeng. Hope you find my blogs helpful.

A nice read thank you for that

Many thanks for your kind words.

You are welcome take care be well
Andre

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