Latest update on my “Google Slap”
As I’d written previously, I logged into my Google AdWords account late last week to find zero traffic for the day. I investigated further, and noticed that every last keyword in my entire NeverColdCall.com campaigns had been given a Quality Score of 1, based on poor landing page quality.
In other words, I’d been hit with the dreaded Google Slap!
I’m not the only one lately. Fortunately, I was able to fix my problem – the use of a pure “squeeze page,” which Google frowns upon. I simply changed it to include site navigation and company information, therefore meeting Google’s guidelines. But not everyone is so lucky….
Google AdWords: Keep Your Quality Score High
Many AdWords users are killing their quality score and they don’t even know it. The quality score, among other things, is used by Google to determine ad placement and cost. There are quite a few advertisers who are absolutely killing their score and they don’t even realize it.
The formula that Google uses to determine quality score may take many factors into account but there are two things that will kill your score in a heartbeat. A lower quality score means that you are going to pay more for your AdWords placement.
1.) Landing Page
In the eyes of Google the landing page must be true to the letter of your ad. If you promise a free report or e-book, then your landing page must have an open link to the download. No squeezing allowed.
Honestly, Google and AdWords are not against the use of squeeze pages; however they are against advertising something for free and then requiring your visitor to exchange their name and email address for your product. As Google sees it, free means free, not in exchange for something.
The best way to get around this is to NEVER use the word “free” in you AdWords copy if there is not an open download link on the landing page. If you insist on doing this, Google will penalize you.
A few words of advice on landing pages.
Keep your landing page relevant to your AdWords copy. Google loves sites that have relevant, high quality copy. Sites that are not relevant to their ad copy are considered low quality and while Google will not ban them they will raise their costs so high that using AdWords is no longer economically feasible.
Avoid redirects on your landing page. The the use of sneaky redirects seems to be a part of the underside of the internet marketing business and is a “black hat” technique we all pay for. Google hates redirects used on landing pages and in the future these pages my not be indexed or may even be de-indexed.
Do not use hidden text or links. If Google observes your site to have hidden text or links and deems them deceptive in nature, you may find that your site has been removed from the Google Index.
2.) Floating Layer and Hover Ads
Google and AdWords hate these things. Simply put, these types of ads will destroy your quality score. Get them off your landing page as soon as possible. Replace these ads with a static opt-in form built into your landing page.
3.) Pop Up or Pop Under Ads
Google sees these types of ads as a hindrance to navigation on a site and will ban your landing page from AdWords if you use them. They will only re-activate your AdWords ads when you have removed any type of pop up or pop under ads.
If you are using any of the points outlined here on your site then you are only hurting yourself. Clean up your site and you will find that your ad position may climb while you costs may drop!
Google AdWords: Keywords vs. Relevancy
Using the Google AdWords system can bring the perfect type of traffic to your website. Studies have shown that AdWords advertising has a conversion rate up to 10x greater than organic or natural traffic. It is this conversion rate that makes pay-per-click advertising and AdWords in particular such a powerful tool.
One of the keys to optimizing your Google AdWords campaign is the relevancy of the keywords that you use. There are a number of types of search phrases that might be included in your AdWords campaign. These phrases will determine how your advertisement is triggered.
As an example we will be selling products related to the phrase “leadership training.” Let’s imagine that our product is a DVD video course teaching leadership skills.
1.) Broad Match: leadership training
With this type of match the keyword or phrase is entered into AdWords without quotation marks or brackets. Any search that includes the keyword in any form will trigger the advertisement.
Example:
boy scout master training and community leadership
This phrase would trigger the ad because it has both “leadership” and “training” in the search phrase, but might not be the perfect solution for the search. Broad match keywords can result in greater click through rates but fewer sales.
2.) Phrase Match: “leadership training”
A phrase match is entered by placing quotation marks around the keyword or phrase. In this case the ad would only be activated if a users search contains the phrase in the specified order.
Example:
boy scout master training and community leadership would not trigger the ad, but leadership training for boy scout masters in the community would.
3.) Exact Match: [leadership training]
To enter an exact match phrase in AdWords the phrase is surrounded by brackets. In this case a user would have to search for the exact phrase in order to trigger the advertisement.
The different keyword variations will give you the ability to control the quantity and quality of your traffic. Broad match keywords might generate larger amounts of traffic but cost you money in the long run because they are so general. Phrase match keywords allow you to narrow the scope of your target audience. Exact match keywords allow you to zero in on a target market. They all have their place in your Google AdWords campaign and you should use them all.
Using different types of keyword variations gives you the ability to control how and when your ad is presented. Broad match keywords will trigger the ad when the keyword is placed in a search phrase in any combination. Phrase match keywords will only trigger your ad when the phrase appears in the search in order. Exact match keywords will only activate the ad when the exact phrase is searched.
Google AdWords is a powerful tool and can increase the quality of your site traffic immensely. To take advantage of the system you need to understand how it works and how to make it work for you.
Making The AdWords System Work For You
Google AdWords is absolutely one of the best ways to bring targeted traffic to your website. One of the goals of any internet marketer is to generate as much traffic as possible, but not just any traffic; we want targeted traffic. We want traffic that understands that we are selling a product.
Many internet marketing professionals believe that the best forms of advertising include writing articles, joint ventures, using ad swaps, and joining product giveaway programs. Do not get me wrong, these methods all have their place in a marketing campaign and should be used when trying to build a list, but they all have one inherent problem. Much of the traffic that these types of marketing generate is of low quality and consists of people looking for a freebie. Giving away a freebie is a good thing but the bottom line is the bottom line for internet marketers.
While a Google AdWords campaign may not be free like those methods mentioned above, the cost is outweighed by the potential to generate many more paying customers. When a visitor arrives through your AdWords campaigns they are already aware that they have clicked on an advertisement and that the corresponding website will be selling a product. These people are much more likely to buy from you than those leads that are generated through other methods.
You may be using free advertising methods exclusively and they may be successful, but why wouldn’t you want to expand your market? Google AdWords is another method that can be used to bring highly targeted traffic to your site and your product line and can boost your sales.
Many internet professionals seem to be afraid of a pay-per-click campaign and I can understand that. Paying for traffic can be pretty unnerving when first diving in but there is nothing to fear. The cost involved can be managed easily. Google AdWords, unlike some of the other pay-per-click systems, allows you to set a daily spending limit, control when your ads are displayed, and how they are displayed. All of these work for you in keeping costs down.
There are many people who have taken the plunge into pay-per-click advertising and are making a fortune. How do they do it? Honestly it is not as hard as you might think. All you have to do is understand how Google AdWords works and how to make the system work for you.
There are many methods that you might use to build your list. Writing articles, classified ads, joint ventures, and giveaway sites all generate traffic. Some of this traffic may join your list and in time become a valued customer, but if you want to get your product or service in front of millions of potential customers pay-per-click advertising cannot be beaten. Learn how to make Google AdWords work for you and watch your list of paying customers grow.
Top 5 Reasons To Use Google AdWords
AdWords is simply the best way to grow your business and your list in the shortest amount of time. There seems to be a great deal of anti-PPC sentiment on the Warrior Forum and other internet marketing message boards. In my opinion, this attitude comes from failed attempts at pay-per-click marketing due to not fully understanding the system.
I have been using AdWords for years and believe it to be a wonderful system. Not only has the system worked very well for me, it is how I became a published author.
Here are 5 reasons that I believe in AdWords and you should too.
1.) Traffic Conversion
Internet marketers all love search engine traffic. After all, the traffic generated was actually searching information related to our site. I call this type of traffic natural or organic traffic. There are studies that prove that AdWords traffic converts at a much higher rate than organic traffic, frequently 5 to 10 times better. With such a high conversion rate it only makes sense to use the traffic to your advantage.
2.) Ease of Use
If you are involved in SEO marketing you know that it takes time to build traffic levels. The same is true with Affiliate marketing. There is a great deal of time and effort involved in building an affiliate sales force. By contrast, in just a few short minutes your AdWords campaign can be ready to drive highly targeted traffic to your website.
Some other PPC systems require a live human being to approve your account and even your ads. This can take a week or more. AdWords is quick and easy to use. You will spend minutes instead of days getting your campaign started.
AdWords is also the only PPC system that I know of that does not require you to deposit funds in advance to cover the cost of your advertising.
3.) Automated Free Tracking Tools
When you sign up for an AdWords account you are given access to two very helpful tools free of charge. AdWords Conversion Tracking and Google Analytics will both help you maximize the effectiveness of your campaign and get the fastest return on investment possible. These free services are better than any third party software package I have ever used.
4.) Cost and Spending Limits
When using AdWords, the advertiser (you) decides your maximum bid price as well as how much you want to spend. For each campaign in your account you can set a daily spending limit. Suppose that you only want to spend $60 per day on your campaign. All that you have to do is enter that amount and AdWords will stop serving your ads when the limit is reached.
5.) It Works!
AdWords is the most effective way that I have found to bring high quality, laser targeted traffic to my products. It has allowed me to build a very profitable list in a very short time. If you want to grow quickly, AdWords works.
High conversion rates, ease of use, free high-quality tracking tools, the ability to control costs, and effectiveness are the benefits that you will enjoy when using AdWords. To make the most effective use of the system you need to learn, and I mean really learn, everything about it. Learn how to make the system work for you and your business will enjoy new-found success.
Nothing To Fear – AdWords Is Here!
There are many internet marketers who would have you believe that AdWords and pay-per-click (PPC) advertising are something to be avoided at all costs. Just visit the Warrior Forum or some of the other internet marketing message boards and you will find this kind of pay-per-click logic. Why would this kind of logic be so rampant?
A great man once said, “The only thing to fear is fear itself,” and though the quote was not about AdWords or even internet marketing, it holds true. Mankind in general has always been known to fear the things they do not understand and I believe that this is why there is so much anti-PPC sentiment.
Many very intelligent people in the internet marketing business are in the anti-PPC crowd. This boggles my mind. If you are doing well with article marketing, joint ventures, and other free techniques then why would you want to limit yourself by avoiding AdWords? Using PPC can do nothing more than open up a bigger market and if used properly can generate a great amount of income. Free traffic generation is a great way to bring traffic to your site and should be part of any marketing strategy just as AdWords or PPC should. Use every tool at your disposal to grow your business.
Most of us start our online marketing career with little or no real cash and the thought of paying for advertising can be a scary thing in that situation. Honestly, though, if you take the time to learn how AdWords works you will find that there are many options available to control ad cost.
Learn how the Google AdWords ranking system works. Unlike other PPC systems, AdWords takes more into account when determining ad placement than simply the maximum bid price. The other things that are used in determining ad placement and cost are relevancy, click through rate, and the quality score.
With a thorough understanding of the AdWords system it is quite possible that your ad will attain a higher ranking than a competitor’s ad, even though they have a higher maximum bid price.
When conducting your PPC campaign with AdWords, use your keywords effectively. Test your ads using broad match, phrase match, and exact match keywords. This will allow you to laser-target traffic. Using keywords correctly is one of the big keys in controlling ad costs.
Use keyword macros to build your click through rate quickly and easily. Keyword macros will set your ads apart from the competition. When a user conducts a search the macro will use the search string as the headline for your ad, capitalize the first letter of each word, and place the headline in bold type. Keyword macros get much more attention than static ads and we know that more attention means more clicks.
If you take the time to learn as much as possible about the Google AdWords system you will have a huge advantage over the competition, understand how to control your ad costs, and enjoy a larger market as well.
Quickly Build A High Click-Through Rate
Google AdWords is one of the most powerful marketing tools that you will ever use. Every good internet marketing professional devotes the majority of their time to increasing the size and quality of their list. AdWords is one of the best methods to use to build your list quickly.
In many pay-per-click systems the only determining factor in ad placement is the maximum bid price. In those systems, if you are willing to pay more than a competitor then your ad will be placed above theirs. Google AdWords does not work that way and places your ad based on performance.
One of the criteria used by AdWords to determine the placement and cost of advertisements is the historical Click Through Rate (CTR). CTR is determined by how often your ads are clicked in relation to how often they are shown. Ads with a higher CTR get higher placement and a lower ad cost.
AdWords keeps a historical record of your individual keywords, phrases, and groups beginning the first time that you begin using the system. This can be a challenge for new internet marketers.
When you open your Google AdWords account you will have an absolute ZERO historical click through rate. The competition that has been using AdWords is leaps and bounds ahead of you and will be getting prime ad placement while you are at the bottom of the totem pole. Most people only look through the first page or 2 of a search and if your ad is on page 3 they will not see it. This might seem like a “lose-lose” situation, but don’t worry, we are going to show you how to turn that around.
Keyword Macros
Keyword macros are a feature of Google AdWords that allow you to create dynamic ad copy. This feature allows your ad to display the user’s exact search phrase as your ad headline.
To use the Keyword Macro feature all that is needed is a little syntax:
{KeyWord:alternate headline}
Using this syntax in your AdWords campaign will display the user’s search as your headline. Google AdWords allows only 25 characters as a headline however and if the search exceeds this limit your alternate headline will be displayed.
If you notice in the syntax above the K and W are in capital letters. Doing this will cause the user’s search to not only become your headline but the first letter of each word will be capitalized. This will make your ad stand out from those who do not use this macro.
Finally, using this macro will cause your headline to be shown in bold type, yet another way to make your ad stand out from the rest.
How does all of this help build a historical CTR? Using keyword macros will result in much higher click through rates than standard headlines. This is the fastest way to build historical CTR. If you keep your CTR high your ad will enjoy better placement and you will enjoy lower ad costs.
How to use AdWords to explode your business
AdWords, when used properly, will not only grow your business and list exponentially but it is very cost effective as well. There are many people who have tried using a pay-per-click program such as Google AdWords but have failed. Why did they fail?
One of the main reasons that internet marketers fail with their AdWords campaigns is because they are lazy. Honest, but true. AdWords is not a guided missile to riches that you can simply fire and forget. Like all things in life that provide a great reward, a successful AdWords campaign is something that you have to work at.
1.) Understand the Nature of the Beast
The most important thing in a successful AdWords campaign is developing an understanding of the system. It may not be rocket science but it is pretty darned close. Before you begin, head over to the AdWords site and read the FAQ. Then hit the Google search engine and visit some message boards dedicated to AdWords. If need be, pick up a guide and read it as well. The more that you know about the system and how it works, the more you will be able to take advantage of it.
Take the opinions of others into consideration but do not let them guide you. On some of the internet marketing forums you will find that many people are against AdWords and other pay-per-click systems. Many times this is because they jumped in with both feet before they understood the system and therefore they failed. You are not going to fail because you are going to take the time to do your research BEFORE starting your first campaign.
2.) Set Spending Limits
AdWords gives you the ability to set daily spending limits for keywords. Use this feature to control the cost of your ads. If you only want to spend $75 per day on advertising, set that as your limit and the system will stop serving your ads when your limit has been reached.
3.) Create Relevant Ad Copy
When creating an ad the goal is to achieve top placement at the lowest cost. One way to accomplish this goal is to include your keyword in both the headline and body of your ad. This increases the relevancy of your ad and thereby lowers the cost.
4.) Use Different Types of Keywords
How often your ad is displayed and how it is triggered is really up to you. There are 3 main keyword types that you can use.
Broad Match – example: fine dining This phrase is entered without quotations or brackets. You ad would be triggered anytime a user enters a search string that included the words “fine” and “dining” regardless of order or placement.
Phrase Match – example “fine dining” Enter this type of phrase with quotation marks surrounding it. Your ad will be triggered by searches that contain the words “fine dining” in that order.
Exact Match – example: [fine dining] This type of keyword is entered with brackets. To trigger your ad a user would have to conduct a search that exactly matches the keyword phrase.
Use of keywords and match types can help your keep your costs within reason and lead to a successful AdWords campaign.
The 4 topics discussed here are but a few of the many strategies that you need to learn and understand to be truly successful in the AdWords game. Get as much information as you possibly can and use it to explode your business.
YouTube Video – Optimizing Your AdWords Ads
In this video I explain the #1 mistake most AdWords advertisers make, costing them thousands of dollars, and how you can avoid that mistake and be profitable instead! Read more
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