Jerry Navarro asked:


Part 2 : Google Adwords Marketing

This is my second article series of Internet Marketing Miracles. Today, we will discuss about Google Adwords Marketing and how it is affecting the whole marketing industry, in general, and the product owners and marketers, in particular.

Advertising in Google Adwords has been the most lucrative form of online advertising never seen since the birth of the Internet. It is instantaneous and you could receive sales minutes after you finalized your campaign. Adwords guru, Perry Marshall, calls it as “the fastest crash course on true, real-life, street-level direct marketing”.

It is the only online advertising mode where you can generate traffic to your website within 10 minutes of campaign, to millions of targeted traffic from a minimum advertising budget of just $5.

Pioneered by Overture (formerly Goto.com, now known as Yahoo! Search Marketing), it was not known to many until Google use this campaign as an advertising medium. Creating campaign is a process and is not for everyone. You need to use some keyword search tool and campaign analysis and techniques in your campaign before you can be successful in this venture.

Google Adwords Defined:

Adwords advertising is a text link ads you can see as “sponsored ads” located at the top or just a text block at the right – of your Google search results whenever you search for some products or services. Also known as pay-per-click (PPC) advertising, bidders can then bid on a cost per million (CPM) basis for block advertisements. Your advertisement will then be shown to the content network site know as Adsense, the other side of Google advertising model.

When you create a campaign (text ads), you will bid for a series of words or phrases (called as keywords) as your anchor text that will link to your website domain or to your affiliate domain page. Done correctly, you could have a very profitable return of investment (ROI) and when done wrongly, could be very disastrous to your advertising budget. Due to the complexity of this system, most companies are hiring Consultants to do the campaigns for them.

What is Google Adsense?

Google Adsense is a form of advertising medium used by Webmasters to monetize on the contents of their webpages. Blocks displayed could be text, images and recently video advertisements. Adsense are displayed via javascript generated iframes and the text displayed are always relevant to the contents of your webpages. The monetization of your page depends on how well you place the location of your adsense blocks. Although placement plays a vital role in your click-through, color and text font place an important aspect in your campaign. Try to experiment with the background color, font and text colors to achieve the desired click-through campaign and, hence, maximizing your adsense income.

If your niche site is www.aboutdogs.com , Adsense will display an ads relating to your contents, like “dog foods”, “dog grooming ebooks” and, if you specify a targeted country, could even show a “veterinary clinic” near your area. Contextual ads change whenever the content of the page change as well. What makes this advertising relevant is majority of your customers are targeted, that is, looking for real information as per their keywords search.

Using Adwords and Adsense in your internet marketing campaign, when done right, could be very profitable. In my more than a year in online marketing, i have witnessed dozens of ordinary people making a “modest $200 to $60,000″ per month income from digital ebook sales – using Adwords campaign. Selling digital information is very effective using Google Adwords campaign. Why selling digital products are the best home business today? For simple reason, it doesn’t require you to store and send the package. No inventory and no packaging as there are no physical products to attend to. Everything is done in automation. If you’re an Internet Marketer, you maybe aware of this selling strategy.

Adwords campaign is defined by different sets of permutations as follows:

1) Broad Match : Google’s default option. When someone search for online dating, your keyword will appear when someone search “online” or “dating”. It is less targeted than the exact and phrase match. With this type of campaign, you may receive very less click-through and it could drain you advertising budget if you don’t do proper keyword search.

2) Phrase Match : Quotation marks are integrated to emphasize a phrase. When you campaign for “online dating”, your ads will be seen be someone search “online dating” like “adult online dating” but not for “date online” search. It is more targeted than broad match but less effective than exact match.

3) Exact Match : Brackets are used to emphasize the search. When you campaign for [online dating], it will show up on the search without any other terms in the query. It will not show up when someone search for “online dating resources” or “online dating guides”. You will receive the most clicks even though you will receive fewer impressions for this search.

4) Negative Keywords : When your keyword is “online dating” and you add negative keyword -guide, your ad will not appear when someone search for “online dating guide”. You can apply this option at both Ad Group and campaign level.

The concept of Adwords is very simple, yet, very complex and tricky. What you believe is your best campaign could be your worst keyword campaign. So, take time to muster the art of proper keyword marketing, do proper research, take advise, read reports, buy ebooks about Adword guides, implement it, learn from your mistakes and you will see success in the long run.



Mohammed Mcfadden

Moe Tamani asked:


There are a few savvy web folks who have effectively used keywords and relevant content to generate a huge amount of links to their blog or website. These guys are mavens when it comes to keywords, they know how to choose them, and they know how to optimize for them. In this way, they have managed to organically increase their web traffic without having to pay a cent. These are the masters of article marketing. They are intelligent, savvy people who know how to drive up web traffic.

Then there are those frustrated individuals who, try as they might, can’t write an article to save their life. These people slave away at writing articles to market their website , but no matter what, they don’t get results. They are the cynical types who insist that article marketing simply doesn’t work.

How come we get completely different results from the same method?

A. You Have To Study the Art of Article Writing

Most people lack the humility and wisdom to study the art of article marketing. Just because they know how to write an academic essay doesn’t mean they are article marketing whizzes. In fact, writing marketing articles is a science that can be learned, but only with a humble attitude. Just because one has written a whole ton of blog posts and papers in his life doesn’t qualify him to write articles for marketing purposes.

The truth is, one must carefully study and practice this skill for a long time in order to achieve efficacy. Even people who are skilled with words need to be able to understand how to seize the attention of an online reader and get them to pay attention to their article. This is especially because writers need to maintain an organic voice when writing articles.

A lot of gifted writers have tried their hand at writing articles, only to fail and then brand the whole idea as overblown hype. A little bit of humility and positive energy would turn that hype into effective work.

B. Keywords mean everything

Many people have gone past the first stage and have been able to write highly effective articles. These people have learned what it takes to write articles. Except after mountains of work writing good articles, they have nothing to show for it. Why is this?

Keywords will drive more traffic to a web site than any well written article. Keywords are the most important part of any article. More importantly, writers must choose keywords that correctly fit within their business model, but keywords that are not too highly competitive. In other words, you want to find keywords that you can optimize so that your site appears high on search engines.

Recent data has shown that more than 74 percent of web traffic is derived from search engines. We’re talking in the number of more than 50 million. The tiniest percentage of that traffic would boost your web site significantly.

C. Head In The Sand

You’ve got to provide interesting content if you want to be successful. Boring sites will not engage anyone, no matter how well optimized they are. People will get bored and leave. This means you have to provide original, engaging content and use lots of keywords. Make sure you write relevant articles, and you keep them interesting. Write them and read them, and if you are bored, then write them again. You’ve got to find your own niche and explore it fully. Have something that distinguishes you from the competition. If you’re spending all this money trying to bring people to your site, you’d better make sure that site will mesmerize them.

D. Distractions will kill

Writing effective articles requires that you focus intently on what you are doing. Since there are a plethora of other things occurring on the web, it is easy to lose focus. Yet it is crucially important that you maintain intense focus when you are working. This will ensure that you produce quality work.

If you avoid these pitfalls, you can master the art of internet marketing, and you can become a maven of the art.



Mekhi Justice

Carol King asked:


One of the biggest challenges faced by anyone starting a home based online business, is getting traffic to their website. You are unknown in the Internet world and so is your business, therefore a marketing plan must be put in place to let the world know that you exist. If nobody knows you are around obviously you are not going to make any money online.

When we talk about advertising online the first thought that comes to most peoples minds is “how am I going to afford it” Many believe that finding low cost advertising methods is an almost impossible task. So they set up their website and just hope that someone will visit it and buy some thing. It is not difficult to guess what will happen using this approach. Nothing. If you do nothing you get nothing in return.

Others do not even think about the cost. They hear somewhere along the line that it is good to use a certain marketing method so they whip out their wallets and jump in head first, spending huge amounts of money without really having any prior knowledge about the method they are using. Again, I know you can guess what happens to those folks. Either they end up broke and have to close their business or they sit around wallowing in self-pity and complaining in every forum they can find.

Doing this allows them to move away from the responsibility and put the blame squarely in the lap of someone else. Stand up and face the failure and move on. If you dwell in the land of negativity I can promise you only one will happen thing. Your business will crumble.

These are two extremes but hopefully you will be one of the ones that opt for a position somewhere in the middle. Advertising is a must, but it should not be rushed into hastily. When you are first getting your business off the ground it is wise to set a reasonable and responsible budget. However there is no sense in having a budget if your not going to stick to it. So therefore a degree of self-control must be exercised.

On a daily basis it is possible to come across hundreds of different websites telling you that their traffic generating system is the only one you will ever need. We have all been bombarded by this website and that, all trying to get us to spend our advertising dollars with them. This why it is so important that you do not rush into a marketing campaign un-focused.

I won’t lie to you when I was starting out I made some very costly mistakes, but I learnt from them and made note of where I went wrong. I learnt some valuable lessons and I would like to share them with you so that you will be able to plan a successful marketing campaign.

Do Some Research!

Many people may tell you that a specific type of advertising or a specific company is the best one to use. When you get this information you have two choices, you can either take the lead or you can follow. By this I mean it is all well and good to take someone’s word for something but can you really be sure that it is the right thing for you to do. The truth is you will never be sure until you do some research. Gather as much information about the service as you can before you use it. Check it out thoroughly and then if you do decide to go ahead keep these words in mind….

Everything In Moderation!

Just because you have information about a service does not mean that it will automatically be the best one for you. Each persons experience is going to be different. So, it is wise to tread softly at first. Use moderation choose the cheapest option available. Do not throw every penny you have into the campaign. That way if it does not turn out the way you would like, at least you will not have spent a fortune.

Testing, Testing 123!

To find out if the advertising method that you are using is helping your business you must keep track of your progress. This is why planning a focused attack is so important. If you are hopping from pay-per-click to ezine ads to who knows what else, how are you going to know which type of advertising is working for you.

Stick to one method at a time and monitor what is happening. If the method you are using requires you to write advertisements, play around with your wording or change your keywords. Don’t just push out one ad and think that that will do everything for you, tweak it, test it try everything you can think of to improve it.

After you have exhausted every possible angle, if you truly believe it is not working, then dump it. If on the other hand it is working for you make note of it and step up your campaign.

Remember though, the advertising world is a very fickle one, it is important to always keep track of you campaigns, just because you are reaping benefits this month, does not mean that next month will be the same.

To Conclude!

Advertising your home-based business online requires some know-how. It also calls for dedication and focus. Learn from the mistakes that I have made so that you will not fall into the same trap and you will be able to rock the Internet with the best advertising campaign ever seen.



Kaliyah Salazar

Margaret Winfrey asked:


Promotional campaigns can represent a significant advantage, particularly if delivered at the same time as a corporate branding drive or identity rebranding initiative. However, too many companies see promotional campaigns through rather rose tinted spectacles. Having woolly, meaningless goals when it comes to promoting your business can be disastrous.

Campaigns to promote your business can often be expensive. Although there is not always any need to fork out large sums of money on a campaign, invariably they do necessitate a significant expenditure. This expense must be justified, and this is where the problems can creep in.

Whenever a business sets out on an expensive plan of action, whether it is through identity branding, updating the corporate image or planning a campaign to promote the business or a particular product or service, invariably this is coordinated by a large number of people.

The word ‘coordinate’ there can often be synonymous with the phrase ‘watered down’. In other words, if a large number of executives within a business pool their ideas and discuss the way forward, all too often the targets become meaningless as needs and ideas are averaged out.

Perhaps you have come across such targets yourself, with companies deciding that their promotional campaigns will endeavor to ‘boost sales’ or ‘increase sales’, ‘increase profit margins’ or ‘reach more people’. The trouble is that, whilst these phrases sound fine, they mean nothing at all.

A successful promotional campaign needs to have a tight focus. It will be important to know precisely which product or service will be promoted. If your business has only one or two main services or products, then promoting the whole business may prove effective.

However, a business offering multiple products and services will find any campaign which aims to promote the too many of them, or even all of them, will become so watered down that its impact is lost entirely.

Any successful campaign will need to have a number of tight objectives. Moreover, these objectives will need to have tight performance criteria. If you are looking to promote a part of the business, there are several questions which it will be important to ask, and to which definite answers will need to be agreed.

For each of your promotional campaigns, exactly which product or service are you planning to promote? Assuming that your general aim is to sell more of these products or services, exactly what is your realistic objective which will be used as your performance criteria? A 5% increase, 20%? This can’t be a figure plucked out of the air, but in conjunction with marketing, it will be a realistic interpretation of the current availability of the market.

Having performance criteria clearly laid out before your campaign is launched is essential. How else will you ever determine if your campaign is successful or not? If your sales increase, do you naturally attribute this to your campaign, or were other factors involved? Would this have been expected in any case?

A promotional campaign to increase your business sales can easily end up as a drain on your resources, and being unable to accurately assess the effectiveness of a previous campaign tactic is liable to result in you repeating the same mistakes over and over again, wasting more money and losing out on real potential gains.

In addition to considering carefully the exact product you are looking to promote, and the targets for success you are looking to reach, you will also need to think about who you are trying to reach. All of those extra customers of your will need to come from somewhere. A vague idea of customers being ‘out there’ is as helpful as assuming that aliens will find your product useful, and one day your adverts may reach them ‘out there’ too. You need to have a far more tangible idea of who your customers are likely to be, and where they can be best reached.

Are your customers mainly teenagers, or businessmen? People who use the web and mobile phones or people who prefer television and letters? People who have time to take on board a long message, or people who only have a few seconds to spare you? People who already use a similar product, or people who are completely new to the idea?

Each of these categories will require promotional campaigns to be fabricated and planned in completely different ways. The type of promotion you employ, the locations and media used, the language, phrasing, colors, design and even the products which you may be giving away will all need to be tailored to suit the particular audience you are trying to reach.

It is clearly no good giving plastic ball point pens away to city executives who carry Cartier diamond fountain pens in their pocket, nor to give teenagers a coffee mug, or housewives a baseball cap. Successful promotional campaigns have specific targets, defined goals, identified markets and effective ways in which to marry all aspects of the campaign together.

Unless you understand the essential components of successful promotional campaigns, and how to implement them effectively, this is too important an aspect of your business to chance to luck or hope.



Gino Pickett

Greg Allison asked:


campaigns can be tense and stressful. There is so much to do and often not enough time to do it. If you are a candidate or campaign manager, you should not be without a button maker machine. These machines will help you with some of the most critical areas of your campaign – getting the word out, addressing issues, and rallying support. Not only will buttons help acknowledge the issues and rally support, they will do it inexpensively and that is a word that any campaign manager likes to hear.

Mass mailings and phone campaigns take time and money. Postal rates continue to go up as well as the cost of paper, printing, and labels. You need paid staff or volunteers to organize the mailing list and put the mailers together for shipping. A great percentage of these mailers will never be read or even opened. The recipient who has other more important things on his or her mind will classify these mailers as “junk mail” and toss it in the trash. However, if you and your staff are wearing buttons, you are inviting the viewer to ask you questions. This gives you one on one face time with the public to answer directly and discuss the issues important to you candidate and party.

Your volunteers are some of the most important people you will deal with in a political campaign. They give their time and efforts in order to see their candidate win the election. Buttons for your volunteers are great for inexpensive nametags. Making buttons for your volunteers with the candidate’s name, party affiliation and the date of the election will help them be identified in public. This is especially helpful if your volunteers are doing door to door campaigning or are out at a public event. Buttons are a great conversation starter and will give your volunteers an opportunity to tell people about your candidate and the issues he or she cares about.

Rallies are another great opportunity to pass out buttons. Political rallies are high excitement and these buttons with your candidate’s name and what he or she is running for can be sold at rallies and fundraising events. Speeches and debates are other events that these buttons can be worn or sold at. These buttons will help accelerate the campaign and give your candidate name recognition.

Educating the voters on the issues is a major part of any election or race. Making buttons that read “Vote No on Amendment Two” will let people know just where you stand. Getting the word out about how your candidate or party wishes to vote is important. Buttons with the date of the election and an encouragement to get out and vote is equally important. A button that reads “Vote on November 2nd” will remind everyone who sees it to vote and this will enhance the odds of your candidate’s success.

Fundraising events are a part of every campaign. Contributors to your campaign can receive buttons that say “I support John Doe”. The campaign slogan should be made into a button and either sold to raise money or given away at party meetings and fundraisers. These also make a great keepsake for the candidate and the voters.

If there are particular activist groups that support your candidate, then make buttons with their organization name stating that the organization supports your candidate. This goes along way in showing that your candidate cares about that group and its agenda. For example, a button that says “John Doe Supports Local Commerce” given out to the local businesses will encourage others with that same feeling to vote for your candidate. You can never thank your supporters enough, and having custom buttons with their group name and the election year on it will be a keepsake at the close of the election.

Urging people to vote is critical in this day and age. Elections have become closer and every vote counts. Making “I Voted” buttons to give away after voting has taken place can encourage other people to step up and be heard as well. Make sure that you have some buttons made up with the date the voting takes place and encourage your staff and volunteers to wear them. If no one votes then no one gets elected and no issues are resolved. Buttons are a great way to remind people to perform this great civic duty.

You have probably already seen buttons in the political arena. Some of the major reasons those political parties and campaigners use buttons is that they are handy to pass out, inexpensive to make, and people will wear them. Buttons get your message out, identify your support staff, and encourage the public. Be it for the presidency or the local town mayor, every candidate and political movement should have a button-making machine.

Melvin Tyson

Roberto Davis asked:


The advent of internet has been more like a boon to humankind. Almost two decades ago, nobody had ever predicted that one would get so dependent on internet that to exist without using it seems so impossible now. Today, internet not only helps in communication but also helps in studies, surveys and in understanding the human behavior. In fact, today, internet has become one of the greatest sources of marketing of almost anything under the sky. Now let us first understand what behavioral marketing is. Behavioral marketing basically tries to understand consumer behavior on the way consumers use, act and react while navigating through various websites. A campaign in behavioral marketing basically targets consumers by addressing ads to predefined segments or categories. These information and strategies are made with data compiled from click stream data and IP information.

Online publishers and advertisers use campaign in behavioral marketing to augment the usefulness of different Internet campaigns. The concept behind using campaign in behavioral marketing is to observe a consumer’s online behavior and then offer the best-suited advertisement to the user based on the behavior. Technically, this helps various advertisers in offering online advertisements to users so that they are influenced by them. Revenue Science and Tacod, two leaders of the market in the United States, concentrate directly in aiding publishers and advertisers in using campaign in behavioral marketing in order to offer the best advertisements to the online customers and visitors. In addition, Microsoft, Advertising.com, ValueClick and BlueLithium have actually furthered campaign in behavioral marketing and have been able to integrate it with geographic targeting and demographic focus. The Google Inc. claims that it will solely target the campaign in behavioral marketing of notices based on the data of the precise page where the advertisement is viewed. This specific campaign in behavioral marketing is known as Contextual Marketing.

Campaign in behavioral marketing lays stress on patrons based on various website behaviors, rather than focusing on the behavior by the usage of webpage content. Clients of this particular style of campaign in behavioral marketing target other customers by serving notices to categories or inflexible segments. These are supported with details assembled from IP data and information on click stream. A website user visits different interest pages in a website category. The Internet behavioral management user is then served with the various advertisements via a run-of-site or ROS placement. This type of placement is not the basis; it is the website user’s conduct that plays the vital role in campaign in behavioral marketing.

An individual that reveals online behaviors helps him to get his behavior classified as this helps to understand the products and the services that they will be keen to purchase. Campaign in behavioral marketing helps in understanding the taste and the kind of things that end users would want to buy. Once you know the campaign in behavioral marketing characteristics of conduct of the most suitable clients, you can create messages that will entice new clients that have the precise traits. Campaign in behavioral marketing is quite a unique concept and in fact has a long way to go. This indeed helps advertisers and marketers to understand the thinking pattern and the behavior of end users when they surf the various online marketing sites.



April Montgomery

Tyler Huston asked:


10 Worst AdWords Campaign Management Mistakes

On today’s highly competitive Google AdWords pay per click (PPC) search engine, it is now more important than ever to ensure that your PPC campaigns are optimized to their utmost potential. You should be achieving maximum return on investment (ROI) for the keywords or phrases that are most relevant to your business and are most likely to provide you with targeted traffic to your website. With ever growing cost-per-click (CPC) prices throughout the various PPC search engines it is essential that you avoid certain mistakes that will undoubtedly result in poorly performing PPC campaigns.

The Mistakes to Avoid

• Long list of less than targeted keywords

• Not identifying unique aspects of your product or service

• Lack of keywords in your ad text

• Directing users solely to your home page

• Creation of single Ad Groups

• Utilizing single campaigns

• Using broad match only

• Failure to optimize Ad Serving for your ads

• Not tracking results

• Entering the content network without modifying bids

Long List of Less Than Targeted Keywords

When you first set out to create your AdWords campaign it is of utmost importance that you do not go “keyword crazy”, what this means is that you must not create long lists of irrelevant and generic keywords. For example if you were an automotive dealership then it would not be in your best interest to target the keyword “truck”. The reason being is that the cost per click (CPC) for such a generic keyword would be incredibly high when compared to a more descriptive relevant keyword such as “T-Z783 Extended Cab”. An example of an irrelevant keyword which would not produce conversions if you strictly conducted automotive sales would be “tail light covers” the phrase may bring visitors to your website but if they do not find what they are looking for when they get there they will be gone just as quickly as they arrived.

Not Identifying Unique Aspects of Your Product or Service

Before implementing your AdWords campaign you must first understand exactly what it is that makes you stand out from your competition. By identifying your unique products or services you will have a lot more clarity on how to rise above your competitors and zone in on the keywords or phrases that are unique to your business. I would recommend that you perform an analysis of your competition, have a look and see what they are doing and which phrases they are using. After conducting a competition analysis and after understanding what makes your products or services unique you will be able to come up with a strategy that will topple your competitors.

Lack of Keywords in Your Ad Text

When creating your descriptive ad copy it is imperative that you find a means to inject your keywords in to your title and description while maintaining the delicate balance of clarity and relevance. Your ad copy should be tailored in such a way that when read by a visitor they know exactly what they are getting in to when they click on your ad, which brings me to my next point.

Directing Users Solely to Your Home Page

Taking the time to decide on which destination URL should be designated to which ad instead of pointing all ads in a campaign to your homepage is an oversight that I come across far too often. When you finish with compiling your list of relevant keywords that describe unique products or services of your business, why on earth would you then send everyone to your homepage and let them navigate through your site in hopes of finding what it is that they are looking for. Instead why not send them straight to the page that contains exactly what was described to them within your ad copy. As an example if you were an automotive dealership and your ad contains the keyword “T-Z783 Extended Cab” instead of sending them to www.auto-motive-dealership.com send them to www.auto-motive-dealership.com/T-Z783ExtendedCab.html.

Creation of Single Ad Groups

By categorizing ads that are targeting related keywords into a common ad-group will create a much higher level of control that you have over your entire campaign. Let’s say that you were a sporting goods store, start by grouping all ads targeted towards hockey skates into a single Ad Group. You would then create another ad-group which would be targeting hockey sticks and another containing hockey gloves and so on. By organizing your ad-group structure in this manner gives you the ability to create in-depth reports on the performance of each ad-group.

Utilizing Single Campaigns

Once you have your Ad Groups sorted out into easy to identify categories you may then move on to the next step of creating relevant campaigns. From the example above you have created Ad Groups containing separate products of hockey skates, sticks, gloves etc. Now it is time to create a container for all of the Ad Groups into one campaign entitled “hockey equipment”. You would then repeat the process creating Ad Groups for tennis, one group for shoes one for racquets etc and then once again you drop them all into a single campaign entitle “tennis equipment”. Having highly organized campaigns is the key to determine which ads are creating the optimal conversions.

Using Broad Match Only

When you do not take advantage of the phrase matching options that are available to you chances are you are missing out on potential customers and creating a higher CPC. Broad matches are usually less targeted than exact and phrase matching. Broad matching is the default option your ads will appear for expanded matches such as plurals or relevant keyword variations. When utilizing phrase match your ad will appear for search terms in the order that you specify and sometimes for other terms. Exact matching is by far the most targeted option to use. You will appear for the exact keyword specified. Negative keyword is also a fantastic option to utilize in order to specify which keywords you do not want to appear for.

Broad match

Default option:

• blue widget

Phrase match

Surround the keyword in quotes:

• “blue widget”

Exact match

Surround the keyword in square brackets:

• [blue widget]

Negative match

Place a negative character before the keyword:

• -blue widget

Failure To Optimize Ad Serving For Your Ads

When you take advantage of AdWords Ad Serving service basically what you will be doing is showing your most popular ads more often. The AdWords platform will give weight to ads with the highest click through rates (CTRs) and display them more often then keywords with lower (CTRs) within the same ad-group.

Not Tracking Results

In order to have any idea on your AdWords campaign performance you must be able to see the keywords that work as well as those that do not. Google AdWords supplies a vast array of very useful tracking tools. Google has also built in to the user interface Google Analytics which is a marvellous web analytics tool that provides you with in-depth reporting on all aspects of your campaign performance. I can not stress enough the importance of creating goals for your AdWords campaign to measure your success by.

Entering The Content Network Without Modifying Bids

Within the AdWords platform you have recently been given the ability to set different bids for the content network compared to that of the search network. If you do not set different bids on the content network for certain keywords, you will be paying more per click than you should be. After lowering the prices on certain keywords you will notice that the amount of click throughs that you will be attaining will remain the same as they were at the higher bid.

Conclusion

The purpose for this article was to create awareness for common mistakes and to eliminate frustrations that may emerge through Google AdWords campaign management. The points mentioned above are compiled from management mistakes that I have stumbled upon time and time again in hopes to assist you in creating a marketing campaign that will generate dramatic increases to the profits of your business.



Hugh Hill

Susan Tatum asked:


Have you noticed that B2B marketing programs tend to revolve around a single marketing tactic? Companies run an ad campaign, a direct mail campaign or an email campaign and call it done.

If you or your marketing people are still looking at a single marketing tactic as a “campaign”, you have an opportunity get a lot more mileage out of your marketing dollars simply by changing the way you think of a campaign.

In fact, you could increase the effectiveness of your campaign by 75% or more.

Let’s broaden the definition of a marketing campaign to include all of the tactics and other elements necessary to find and engage prospects, and develop them into sales opportunities. The expectation is that money and other resources spent on the campaign will result in more potential customers who are ready to talk to a sales person. Not just more names.

In the high ticket, complex sale arena I’ve never seen an ad, a direct mail piece, or an email message that could accomplish all of that alone. No matter how good the copywriter and/or graphic designer might be.

When you develop a marketing campaign, it’s helpful to take a close look at what you really want your prospects to do and how your marketing is going to help make that happen. This is where your focus should be – on the desired results first, and individual tactics second.

Here are some good questions to ask as you develop your own marketing campaigns. The first six are relatively common in developing good direct marketing programs. The last four will make the real difference.



Who is the target audience?

Where can we find them?

What do we want them to do?

What can we offer that will be of great enough value to get them to do what we want them to do?

How many different ways will we make the offer?

How many chances will we give the prospects to respond?

What will we do after prospects accept the offer?

How many different offers will we need to make in order to get an acceptable number of prospects to become qualified leads?

When will we know a prospect is ready to be passed to the sales team?

How many sales-ready prospects do we need to generate to a) justify the campaign, and b) consider it a success?



We know from experience and plentiful 3rd party research that 75% – 80% of the prospects you generate will not be ready to talk to a sales person yet. But many of them will buy at some point. This is where single-tactic marketing programs really drop the ball. How will you maintain a relationship with the majority of your prospects if all you have is an ad campaign?

When you think about what you’ll do to advance the prospects after they accept the initial offer, you’ll be moving beyond mere demand generation and into a more complete lead generation effort – with powerful results. You’ll see that integrating multiple tactics produces a logarithmic effect.



Alfredo Jarvis