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Internet
Marketing - The Google Way
© 2004 By
Kerry Harrington
I think I could safely say almost everyone
who ever started or thought about starting a website
on the internet had the hope of making extra money as
their main objective. Unfortunately for many there
comes a rude awakening somewhere between the dreams
and the reality.
The blame for a lot of the misconceptions regarding the ease
of marketing on the internet lies with the marketing
pioneers - whose primary tactic 'to encourage people
to buy their product', was to falsely claim how easily
one could earn a substantial income by simply setting
up a website and reselling their product. You know ...
"make huge amounts of money while enjoying the
lifestyle of the rich and famous"
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They forget to tell you - to market on the internet you only
need to get two things right - you need traffic, then you
need to convert the traffic to sales, that my friends
is it.
I don't want to be the angel of doom and gloom because
marketing on the internet is a long way from doom or
gloom. Our friends at Google have probably given us
the greatest exact advertising tool ever available in
the history of marketing. As I said before one of the
two 'secrets' is getting traffic to your webpage. With
Google adWords you can switch the traffic on to your
offer within an hour.
The downside of using Google adWords is, that it does cost
money. When you set up your campaign, you nominate what
price you are prepared to pay Google for a visitor to
your website - the minimum price being five cents, the
maximum - fifty dollars. The advantages of advertising
using the adWords system is you can track everything.
For example if you do a test campaign and Google is
sending you the traffic but you're not getting sales,
you might need to have a look at and modify the wording on
your landing page.
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While running an adWords campaign Google sets a minimum
click through rate of 1% ie: if Google displays your
Ad 100 times they want and expect at least 1 person to
click on your Ad and if this isn't achieved, Google
will disable your Ad. It is then up to you to modify
your Ad until you do achieve the minimum
required click through rate (CTR)
I recommend you run more than one Ad simultaneously so you
can weigh the performance of your Ads one against the
other. For example you may find one Ad is achieving a
1.5% CLR while the other is achieving a 3% CLR. You
would then modify the wording on the 1.5% CTR Ad to
see if you can better the CTR of the higher performing
Ad.
Similarly, I recommend using multiple landing pages so you
can again weigh and test the performance - the same as before. Let's
assume google sends you 100 clicks to each of your pages, one page is
getting 1 sale per hundred clicks the other page is getting 2 sales. You
would then alter the wording on the lesser performing page to try to beat
the better page. The trick is to keep constantly tracking, testing and
improving. CTR's of 10% - 15% are not unheard of.
The best way to learn in this case is by getting your feet wet. I would be
quite surprised if you get everything right on your first attempt, so
probably the worst that can happen if you get it wrong is Google will
disable your Ad or maybe worse than that if you do get your Google Ad
right, Google sends you the clicks and your landing page doesn't convert
them to sales. You know what you need to do then, don't you? (If you do
get it right the first time, could you let me know how you did it. I'm
still tracking, testing and improving my Ads too you know!)
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Some other tips I should let you know, make sure your Ad has
the correct URL for your landing page. Make sure the
visitors can find your offer when they arrive on your
page. Don't use the word FR*E or you may find you get
plenty of visitors but not many buyers. If possible
display the the price of your product or service in
your adWords Ad that way you may get less clicks but
those who do click through to your link will be more likely
to buy because they already know the price of your offer.
Don't end your price with 5 use a 7 for some reason
you will find up to 15 times more people will click on
a price ending in 7 than a
5 eg: $9.97.
Unfortunately because of the size limitations of an article
I can only give you a brief overview of this marketing
strategy that does work. If you think you may like to
learn more about Google adWords I might suggest you go
to
http://www.netwealthgroup.com - follow the directions on
bookmarking Net Wealth Group - you will then have a Control
Panel on your desktop where you will find a link called
Advertising Campaign Control Panel, this will give you a
step by step guide to setting up a Google adWords
campaign.
Not too hard at all is it? :o)
ABOUT THE AUTHOR:
Kerry Harrington is the publisher of The Wealth
Writer
eZine - This interesting weekly eZine is known
for it's
useful and informative articles, written in a
personal
style by Kerry.
http://www.netwealthgroup.com |
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