1. Using Pay-per-Click Marketing Profitably Jeff Coleman Internet Marketing Geek

2. Topics Covered Review Components of an Ad Writing Ads Maximizing all 95 characters Tips & tricks “Cosmo” approach Testing Ads Determining a “winning” ad

3. Review: The PPC (Google) Equation PPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Conversion Rate? Position = Where you are on the page

4. Review: Creating a Keyword List Listening to customers Keyword phrases Local vs. national/international Deep vs. broad Keyword research tools Google keyword tool Match types Broad, phrase, exact

5. Review: Grouping Keywords Logical groupings Needs to make sense to Google Easy management 80/20 Rule Break out broad, phrase and exact match Don’t forget negative keywords

6. Components of PPC Ads Headline – 25 characters Line 1 – 35 characters Line 2 – 35 characters Display URL – 35 characters Destination URL Keyword matches are bold Let’s look at some examples

10. Only one exclamation point (!) per ad

11. Not allowed to us ALL CAPS

12. No “click here”

13. No superlatives

14. Not allowed to falsely represent a company

15. Display URL must resolve to working page

17. Line 1 – focus on benefit

18. Line 2 – focus on feature and/or call to action

19. Display URL – make it relevant

20. Capitalize to convey message

21. Use folder or sub-domain

22. Destination URL – take them to most relevant page possible

24. Defining Your USP USP = Unique Selling Proposition A USP answers the following: “Why should I do business with you, above any and all other options, including doing nothing or whatever I’m doing now?” - Dan Kennedy

25. Match the Customer’s Conversation in Their Head Search for “Learn Chinese” vs. “Learn Mandarin” Which ad is better suited for which conversation: Want to Learn Mandarin? 5 Secrets You Must Know To Master Chinese, and Fast MasterChineseFaster.com Eager to Learn Chinese? 5 Unique Steps in 5 Days A Strategy Like You’ve Never Seen MasterChineseFaster.com

26. Tips & Tricks to Increase Click-Thru Goldilocks approach Modify capitalization & punctuation Use symbols Get creative with URL Test, test, test

27. Sample Ads & Click-Thrus Which ad has a higher click-thru? Stop cold calling forever Small business marketing system. Free report and 2 chapter download. www.leadsintogold.com Cold calling not working? Discover a powerful alternative. Free report and 2 chapter download. www.LeadsIntoGold.com

28. Sample Ads & Click-Thrus Which ad has a higher click-thru? 2.7% CTR 0.8% CTR www.LeadsIntoGold.com/genius to see the evolution of the ads Stop cold calling forever Small business marketing system. Free report and 2 chapter download. www.leadsintogold.com Cold calling not working? Discover a powerful alternative. Free report and 2 chapter download. www.LeadsIntoGold.com

29. Sample Ads & Click-Thrus 3.60% CTR 2.71% CTR Fashion Cowboy Boots Old Gringo brand Western Boots, Mules, Belts, & Purses rodeo-rodeo.com Women's Cowboy Boots Great Selection of Old Gringo brand western boots & mules ! Rodeo-Rodeo.com

30. Sample Ads & Click-Thrus 0.63% CTR 3.16% CTR Ship Cars Faster Save time & money shipping cars from Auction. Free Trial CentralDispatch.com/AutoAuction Transport from Auction Ship less than truckloads quickly & cost effectively. Free Trial CentralDispatch.com/AutoAuction

31. Lessons on CTR Don’t guess – Test! Small changes add up A single word can have a dramatic effect Check the competition Test, test, test!!!

32. “Cosmo” Approach to Writing Ads Can You Really Trust Your Best Friend?Or is she secretly a backstabber? Take our quiz to find out. The 10 Best Weight-Loss Tips EverDieting Sucks. So try these tips instead! “You Smell So Good!”Go on an instant getaway with these summer fragrances How to Look Hot Without Going BrokeMake over your wardrobe with these easy tips! Why Guys Dump Girls They DigGet to the bottom of those crazy, out-of-the-blue breakups.

34. Run them at even distribution

35. Start with “black” and “white” ads

36. Refine and test every detail

37. many variations on text and order

38. capitals vs. lowercase

39. hyphens, dashes and other punctuation

40. URL folders, maybe other domains

44. One Last Tool Dynamic Keyword Insertion Tool {Keyword:Alternative} Keywords in list show, not search terms Limited by maximum spaces

46. Search for: panasonicdect phone

47. Keyword match: panasonic phone

49. Keyword match: panasonicdect phone

54. Next Steps Take the Quiz Write at least two ads for each of your keyword groups Continue on to Week 3, Part 1