Etips is a publication of:
Your Guide to Professional Web
Site Design and Development
Hello,
Welcome to this week's edition of Etips.
Before we begin the publication, I have some important, extremely time-sensitive
information for you.
For only 72 hours, Nicheology will be reopening its doors to new members
for the first time since June 15th.
If you go to the site right now:
http://www.web-source.net/cgi-bin/t.cgi?l=niche
...you'll see an explanation of why Jimmy and Ryan had to close their doors
to new members just one month after launching the site.
Anyway, I just wanted to let you know that it happens today (Tuesday) at
12:00 Noon, CST. (That's 1 PM for folks on the East Coast and 10 AM for folks
in the West.)
Jimmy and Ryan told me that they only have 122 spots available, and that
they don't expect these spots to last the full 72 hours. If the spots get
filled early (even if it's within the first 24 hours) the site will close
again.
You see, Jimmy and Ryan are still committed to limiting Nicheology memberships
to only 1500 people (again, click the link above for a full explanation)
and the only reason these spots were made available is because they had to
cancel 122 current memberships due to lack of payment.
I hope you'll take advantage of this very small window to join one of THE
best sites online. Here's that link again:
http://www.web-source.net/cgi-bin/t.cgi?l=niche
-------
If you've ever advertised with Google Adwords, you've probably discovered
that it isn't as easy as you may have thought it would be. Although Google
Adwords provides a great way to reach your target market, there is much more
to using this service than simply placing an ad. You must continuously test
your ads to improve your click through rate.
In this week's edition of Etips, I will be featuring an article titled,
Surefire Google Adwords Formula, written by John Gergye. This informative
article will assist you in using Google Adwords to your fullest advantage.
I hope you'll enjoy the publication.
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 Surefire Google Adwords
Formula
By
John
Gergye Copyright © 2004
Success with Google Adwords isn't
quite as easy as some would have you believe.
Still, just about anyone who is persistent can succeed simply by implementing
a consistent testing program. Testing can produce a nearly constant improvement
in your click through rate (CTR).
Here’s the surefire three-step formula that’s as easy as
one…two…three.
Surefire Step #1: Develop Your Initial Test Ads
Notice I said ads not ad.
You want to present two competing ideas to your market right away -- letting
your prospects tell you which they prefer.
Tip: Test headlines first while keeping the body copy the same. Headlines
can have a huge impact.
Tip: Set it up so Google displays both ads equally. Otherwise Google will
present the ad that's producing the most click throughs more often, which
will skew your test.
Surefire Step #2: Monitor Results
After 40 clicks, review your results. Google displays the ads under your
listings -- displaying the number of clicks each ad received.
Here’s early results from a campaign I tested:
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26 Clicks | 0.9% CTR |
Served - 50.5%
Each ad was displayed half the time. Yet one outperformed the other by more
than 50%. One had a 1.4% CTR, while the other only .9% CTR. By doing nothing
more than setting up two ads, I found one that was clearly a winner.
In case you're wondering, I have no idea why one ad worked better. And really
don't care, as marketing is about "what works" not so much "why it works."
CRITICAL STEP: You've got an ad that produces clicks. Now you want to improve
on that without wasting half your impressions on an idea that may or may
not work. So here's the trick.
Surefire Step #3: Duplicate the winner. Add another contender.
With three ads being equally displayed, the winner will be presented two-thirds
of the time. While the test ad will only be shown one third of the time.
From here on wait until the challenger accumulates 40 clicks before deciding
if it's better or not. (Unless it’s dramatically out performing the
reigning winner.) If so, it's the new champ. If it is or isn't, repeat Step
3 trying another idea.
CTR Boosting Ideas to Test
Here are five known CTR boosting tactics you can test:
• Put the target keyword in the headline. Google will bold it to draw
attention to your ad.
• List the big benefit on the first line of text followed by the features.
Does this generate more response than an ad that simply lists various
features?
• Capitalize the first letter of each word verses using all lowercase.
• Do action inducing words like… sign up, new, right now, today,
buy now, save now, apply here …impact response?
• Qualify by including the price.
Result? Over time, you'll improve your CTR and drive more traffic to your
site -- making you a winner in the Adwords game.
This is why I say you don't have to be a marketing Einstein to develop Adwords
ads that work. Just know a little bit about your market’s hot buttons
and the market will tell you the rest.
See? a surefire formula that's as easy as one…two…three.
So what you waiting for? Start testing today for more traffic tomorrow.
About the Author:
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| Tip of
the Week |
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When testing your advertising
strategies, keep in mind, a strategy that produces results for one person
may not produce results for you. There is no 'set in stone' strategy that
works for everyone. You must develop your own style and technique and test
your results to determine what works for you.
Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
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