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How to Get a Big Pile of Cash

Are you one of these go out and do it yourself types? Do you like challenges? Do you own a company that has a nice looking, goal-oriented website that serves a large geographic area and has competitively priced products or services? Are you able to edit that website? Do you like large piles of cash?

If you’re like me, you like figuring things out on your own and you like cash. If I had a website that sold products or services, the first thing I’d do is start a pay per click account. I probably wouldn’t read a blog post like this one and just dive right in. If you’re not exactly like me, but still like cash, and would like some pointers to start, well then here you go. Otherwise, here’s the AdWords signup page, click to begin . . . you’re welcome.

AdWords Strategy : Pointers to Start

1. Research Keyphrases.

You can use Google AdWords’ keyword tool, but it doesn’t provide many variations. Wordtracker and Keyword Discovery are better. Both tools offer free trials. Typically Keyword Discovery will show more keyword variations because it keeps a database over an entire year. Wordtracker however, does more work to come up with keyword variations with related terms.

You should group keyphrases thematically, so they can be plugged into an adgroup. At the adgroup level you can set bids and add negative keywords, but more importantly you have ads circulating for the entire group of phrases. This means you want heavily related phrases so you can easily repeat entire queries or portions of queries in the ad text and have a relevant landing page (destination URL) without having to make a bunch of edits at the keyword level.

2. Create Landing Pages for Main AdGroups.

For the main keyword categories (these should line up roughly with the adgroups you’re going to create), you should create separate landing pages (unless it’s really impractical – like in a shopping site. Then you should land visitors on the most relevant product page). These pages will be focused, use keywords, use bullets and main points so that they are easy to skim, offer a benefit, include images, and make it easy for a visitor to execute a conversion. If a conversion is a lead, you should put a contact/signup form right on the page or a link to a contact/signup form. You should eliminate a lot of external navigation and put in some footer links to the home page, privacy policy, and maybe a FAQ page or something like this. These links can go at the top or on the left or right, but they shouldn’t be the focus. The focus is the very relevant content that you’ve created on the landing page. Don’t be afraid to make the landing page long.

3. Write Ads For Keyphrases and AdGroups.

Good ads repeat the user’s query, state a benefit, and state a call to action. The call to action should be prominently displayed on the landing page. Good ads also set themselves apart from the competition. The ad should strongly link the keywords to the landing page to make the most out of the clicks it receives.

4. Add Google Conversion Tracking.

After a visitor executes a conversion, he/she should go to a thank you page that is only viewed after they execute a conversion. This page should get Google conversion tracking code.

Decide how much a conversion is worth and set a target cost per conversion. Estimate average CPC’s from this value in order to set initial bids and establish a budget. Adjust it later after you start your campaigns. If your landing pages are highly targeted, figure conversion rates up around 6%. Otherwise, figure conversion rates around 2%. As an example, if you want your cost per conversion to be around $10, and you figure a 6% conversion rate:

$10/conversion * 6 conversions/100 clicks = $0.60/click.

You should expect an average cost per click around $0.60. Don’t bid much higher than $0.60 to start, just so you know you’ll be in that ballpark.

5. Add Google Analytics, If No Other Visitor Tracking Is Installed.

Google Analytics is free. Particularly, Analytics can help you see the queries that visitors use to get to your site. You can also use it for other features. However, if you want to see the queries visitors use, you don’t auto-link your account to AdWords. Manually tag your destination URLs in your AdWords ads with this info: utm_source=google&utm_medium=cpc

Install the Analytics code on all of the pages in your site near the end body tag of your HTML. After it is installed, set the goal page that you installed the AdWords conversion code on. If you want to get advanced, specify conversion funnels.

6. Choose Good Campaign Settings.

Try and set a budget that is higher than the Google Recommended Budget so that your ads show all day. To get an idea of if/when your budget is being depleted, choose accelerated delivery. If you’re testing multiple ads, rotate them evenly. Opt out of the content network, and consider entering it later. Or else choose to set separate content bids that are lower than your search network bids, or else create a separate campaign for the content network. You might opt out of the search network also if your budget is very limited.

7. Start Your Campaign.

Start your campaign and get ready to make adjustments. AdWords largely requires “guess and test” because the ranking algorithm is so complicated and so little information is offered about competitors. Don’t take estimates made by the traffic estimator to be very accurate.

Getting Help

If this sounds like too much information to get all at once, you might try Pure Visibility’s AdWords training class. Experienced pros will help you get a good start making your pile of cash. All you need is an account login, and we’ll help you with the rest.

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About Steve Loszewski

Steve Loszewski leads the paid search team at Pure Visibility. He is individually qualified in AdWords, has the Google Analytics Individual Qualification, is an Oracle Database 10g Administrator Certified Associate, and is a Sun Certified Programmer for the Java Platform SE 6. Steve has been managing AdWords accounts since 2005 and also has experience in SEO. Most of his time is spent in the trenches, working with keywords, ads, bids, landing pages, placements, etc within the AdWords Interface. You can find him on Google+.

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