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Google Cash Newsletter
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July 21, 2004
Here's what you will find in this issue:
1. What's New
2. 10 Tips to improve your Click-thru rate (CTR)
3. A clever trick to keep your ads displayed.
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1.) What's New
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Summer is sizzling in our part of the world
(Southern Mexico), which means school is out and
the surf is up. Between full summer days on the
beach with the family and long nights working on
my Adwords Campaigns and answering Google Casher's
questions, the season is flying by.
And your thought provoking queries have inspired
me to publish the answers to many questions asked
by Google Cashers. You will find this to be a
very informative section of the latest and
greatest Google Cash update expected to be
released in early August. For Google Cash
customers I will send you the download
instructions to the update the minute it is
posted.
And the moment you've all been anticipating is
quickly approaching, AdwordMentor.com will launch
around August 1st.
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2.) 10 Tips to improve your CTR
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1. Weed out the poor performing keywords.
After your campaign has received 35 to 50 clicks,
look at its' keywords. Some are doing well and
have good CTR's, above 1%. Some have bad CTR's,
below 0.5%. And some of your keywords with CTR's
below 0.5% are disabled by Google. Google will
slow delivery of your Ads and eventually suspend
your campaign if the total CTR for all of your
Ads and keywords is below 0.5%.
Look at your keywords. When you see one that has
200 impressions and no clicks, it is most likely
not going to get many clicks. Weed out these
poor performers and delete them, or put them in
their own new campaign. Write two new Ads so
they'll rotate against each other and keep the
Ad with the higher CTR and replace the other
with a new ad.
You want all of your best performing keywords in
their own campaign. This way the poor performing
keywords can't bring the campaigns overall CTR
below 0.5%.
2. Group related keywords together into their
own campaign. And in each campaign group similar
related keywords into their own adgroup. This
way you can write more specific ads for those
adgroups.
3. Split Test.
Develop various headlines and descriptions and
split test them by always running two against
each other. Google will split your traffic
between the two ads. Then you can see which
one has a better CTR and keep that one and
edit the worst ad with a new headline or a
variation. And you keep doing that constantly.
Whenever you improve your ad, you get more
traffic without having to spend more money.
Here's how you do this: In the Campaign Manager,
in the AdGroup, above each ad there is a link,
"Create New Ad".
Click on it and create a second Ad for each
campaign. Make it different than your first Ad.
Use the same keywords in your Ad as you have in
your keyword list. Try using different verbs.
One tiny change in one word or even
capitalization can greatly increase your CTR.
4. Changing the capitalization on some of the
words in your ad can improve the CTR. Try
capitalizing the first letter of some words in
your ad, including the first letter of the URL.
Play with capitalization as it really does make
a difference in your CTR.
5. Many people don't use keyword matching and
negative keywords, and it is so easy to setup
and can make a humungous difference in
improving your CTR.
Google offers 4 different keyword matching
options: Broad Match, Phrase Match, Exact Match
and Negative Keywords.
Thoroughly understand how each of the keyword
matching options function. Take Google
Adwords's keyword matching Tutorial and read
their FAQ which also covers this:
http://www.google.com/adwords/tutorial.html
For ideas on negative keywords to list, look
at the irrelevant results returned for your
particular keyword or phrase from a search on
the Overture's Search Term Suggestion tool,
or Google's Keyword Tool.
6. Use words that provoke emotion and
enthusiasm. Use call to action phrases that
provoke emotion, enthusiasm and a click.
Some of these phrases are:
Sale Ends Today
Download Free Trial Now
Order Today - Save 75%
But be careful not to use hype. That doesn't
work. That puts your prospect in a defensive
mode. Which is not good for conversion rates.
Sell the benefits. Spell out one or more major
benefit in your ad. For example: get healthier,
live happier, make more money.
What's your product or service's Unique
Selling Proposition? What makes your product
or service better than the competition.
Include it in your ad. Ebay's USP and ad
might be: Earth's Biggest Auction
Try to get your USP into the headline or as
close as possible. Ideally have your keyword
phrase and USP in the headline. When the
searcher sees their keyword in your headline
it reinforces their intended search. And then
your USP encourages the click.
7. If you have the word free in your ad,
try it without it. Instead you might want to
set the word free as a negative keyword.
Also experiment with adding the product price
to your ad.
8. Make sure to use the keyword/s you are
bidding on in the title of your Ad. Using
your keyword in the title of your Adwords can
more than double your CTR over a title without
the keyword.
If you can, also try to use it in the ad text.
Google will even highlight the words in bold
and your Ad will have a higher chance of
being clicked on.
If you are competing in an area with many
adwords, and all of the ads have the keyword
in the title, then try a title that does not
have the keyword and instead lists a benefit.
This way your ad will stand out from the rest.
9. You can use the Google Dynamic Keyword
Insertion Feature. By using this feature I
have had one of my campaigns increased from a
horrible .3% CTR to a 3% CTR, doing nothing
more than using Dynamic Keyword Insertion in
my ad titles. Everything else in the ad
remained the same.
If you have a campaign with several keywords,
you can only have one title and one
description for all of your keywords. It is
proven that your CTR goes up when the keyword
is displayed in your title. You can have
AdWords automatically insert your corresponding
keyword from your keyword list, into the title
and description. For example: Say you have an
Adgroup with the keywords:
blue shoes
green shoes
red shoes
black shoes
And your title is: Buy shoes here
When someone searches for "blue shoes", your title
will display: Buy shoes here.
Your CTR would greatly increase if your title was:
Buy blue shoes here.
Now there is a way for you to do this. You could
do this in your title:
Buy {KeyWord} here.
And you can also do it in your description:
We carry many {KeyWord}.
For example, if a user searched for "blue shoes"
your AdWord would look like this:
Buy blue shoes here.
We carry many blue shoes.
So, in the Google search results {keyword} would
be replaced in your AdWords listing with the
keyword the user searched for, as long as it is
in your keyword list.
10. Use regional targeting if it is appropriate.
One of my campaigns promotes a refinance lead
program. I'll not only have adwords ads with
states or city names in the title and or ad copy,
but I'll also use Google's regional targeting
system to target specific ads to appear only in
a certain region.
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3.) A clever trick to keep your ads displayed.
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Say you have keywords and phrases that get
disabled or slowed because their CTR is too low,
under .5%. You've tried everything to improve
the CTR but you just can't get the CTR above .5%.
However, you are making profits from these
keywords and would like to keep the ad running.
Here's a clever tip sent to me by Ady Miles from
adwords123.com:
"Do you get keywords and phrases disabled or
slowed down because their click rate is too low?
(ie, under 0.5%)
Until recently, I thought you could only re-enable
them by deleting them and then adding them again,
only to have them slowed or disabled within just
a few more ad shows.
However, there is a way you can keep on using ALL
of your keywords and phrases for a long period of
time (pretty much indefinitely for many words and
most phrases)...
When you choose your keyword and phrases, you will
probably use lists such as this:
hotcakes
"hotcakes"
[hotcakes]
etc.
Well, for example, imagine that [hotcakes] was
slowed and then disabled as it's click thru rate was
just 0.2%, yet you get a number of sales from this
keyword, despite it's low click thru rate.
Rather than deleting the disabled keyword and
re-adding it to your keyword list, you simply delete
your disabled keyword or phrase and replace it with
the following:
[Hotcakes]
When that keyword is eventually slowed or disabled,
you replaced it with:
[hOtcakes]
Then later with
[hoTcakes]
And ALL of these keywords work identically regardless
of the case they are in, EXCEPT they are not
recognized as THE SAME by the Google AdWords software,
so you get many bites of the cherry with less-popular
but potentially high ROI keywords and phrases.
The same principle applies to ANY keyword or phrase.
For example:
"specialist software" is treated as a different phrase
to "Specialist software", "sPecialist software",
etc.,
etc.
So, all in all, a pretty sneeky way to get more out of
Google AdWords!"
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That's all for this issue.
I have some more tips coming soon!
Happy Googling!!!
Chris Carpenter
http://www.AffiliateJackpot.com
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