Google
AdWords Handbook: 21 Ways to Maximize Results
By Andrew Goodman
5/6/2005
The press are pretty good at telling us
how much money Google is making from its advertising program,
AdWords.
(They’re on track to pull in nearly $4 billion this year.)
What they don’t see is how much of this money is wasted!
Seeing so many advertisers throw away so much cash because they
don’t
grasp the nuances of AdWords makes me pull my hair out! Especially
since, over the past two-and-a-half years, I’ve taught 15,000+
advertisers how to avoid these mistakes.
On the other hand, many advertisers are
too cautious. The failure of so many businesses to recognize the
huge opportunity staring them in the face is costing them, and Google,
a load of money. That won’t continue much longer, though.
Analysts conservatively estimate Google’s revenue will continue
to grow at a 50% rate for the next five years. If your listing isn’t
visible to a Google Search visitor this year and next, you can be
sure your competition’s will be.
If you’re reading this, you probably
want to figure out how to get the most out of your Google Adwords
account. Or you have a losing campaign and want to turn it around.
Or you simply want to understand the nature of the opportunity as
you plan your marketing budget. You’ve come to the right place!
Probably the best part about pay-per-click
advertising is there is no waiting around. You can be up and running
in a couple of days. Qualified visitors to your web site, no matter
what your budget.
The other cool thing about Google AdWords
is that you don’t need extensive forecasting or market research.
You can run a small test campaign for $100 or less and let this
be your market research! And by measuring your results properly,
you can tell which parts of your campaign are working, so you can
build on success.
Yep, there’s a dozen good reasons
that paid search accounted for 40% of all online advertising spending
in 2004. Next year, it might account for half of all online advertising
spending. Half. This is no fad.
But there are headaches. And costs
are rising, because Google AdWords is a “keyword auction”
and more companies are using it. Advertisers today (like my many
satisfied clients) need to squeeze every ounce of productivity out
of their online ad campaigns.
I can tell you a little bit about how many
headaches you’ll have. My colleagues and I have worked through
every conceivable AdWords problem. Because Google AdWords is complex
– it was designed by Google engineers – there can be
some doozies! At last count, we’ve worked directly on 150
campaigns. I’ve indirectly helped tens of thousands of others
understand this medium.
If you purchase my Google AdWords Handbook
now, you’ll not only get sound how-to advice that has helped
thousands of advertisers profit from AdWords, you’ll get a
free subscription to Page Zero Advisor, a specialized premium newsletter
that I send every other month. In it, I write about the latest tips
and trends in paid search. Some months, I offer helpful tutorials.
The Advisor fills in the blanks that the other “going-through-the-motions”
publications may leave open. No recycled material here.
All of this will shorten your learning curve.
It will pay for itself many times over.
What percentage of online advertisers
are taking advantage of the Google AdWords opportunity? A growing
percentage, to be sure. But not all of these are generating a superior
return on their online advertising dollar. Many get frustrated and
are forced to give up.
It's that frustration that motivated me
to write a how-to manual called "21 Ways to Maximize ROI on
Google AdWords" in March 2002, shortly after the program came
out. The 2004 edition brings you completely up to date with the
latest techniques, and explains how to work around the latest foibles.
The "ROI" (return on investment) part is the important
part. I don't just teach you how to get traffic. I explain all the
targeting techniques we use to help our clients maximize the return
on their search marketing budgets.
Don't worry: if you buy today, you're eligible
for a FREE upgrade to the completely new 2005 edition I'm working
on right now. You can start learning the key principles NOW with
no risk at all, as your free upgrade to the 2005 version will be
made available to you as soon as it's out.
Hundreds of thousands of advertisers are
soon going to figure this stuff out. Since prices per click are
determined in part by a bidding process, you need to employ some
simple but powerful techniques in order to beat the competition.
Luckily, only a small percentage of advertisers will properly implement
the techniques I'm about to show you.
There are a lot of purported search engine
marketing experts out there yelling, shouting, spamming you, and
cold-calling me. These are usually the guys who'll tell you "tricks"
that will last all of three weeks. A lot of them are basing their
assertions on experiences with their own campaigns, or campaigns
for two or three clients.
By specializing in nothing but pay-per-click, we've followed trends
up-close in a wide variety industries, and grappled with a steady
stream of real-world problems that go beyond just "managing"
a few bids.
I spent a long time figuring out the search
engine industry before I ever tried to "make a buck" explaining
it to clients, so I'm a born sceptic and I tell it like it is. In
the past two years, I’ve been interviewed by The Washington
Post, The New York Times, The Globe and Mail, The National Post,
Bloomberg Markets, CBS Marketwatch, Associated Press, Newsfactor,
New Media Age, Reuters, Media Magazine, Fortune Small Business,
and more. Over the years I’ve maintained relationships with
scores of search technology companies and have written close to
200 articles on search and portal trends.
Believe me, I'm not about to put together
a manual of cheap, recycled tricks. I'd lose credibility in an instant.
Here's a taste of what the report contains:
- No-risk: if you buy today, you're also guaranteed a FREE
upgrade to the all-new 2005 version I'm working on now
- Reveals little-known methods of "beating" the AdWords
system - tricks that Google wants you to figure
out!
- How to zero in on the "dream scenario" that most
advertisers are missing out on: search phrases with high search
volumes which will only cost you 5-10 cents because hardly any
other advertisers know how to get there and stay there.
- Powerful techniques for achieving sky-high clickthrough
rates. With some effort, you can achieve 8-10% clickthrough
rates for a sizeable number of keyphrases. One of these principles
explains why I routinely pull 10% clickthrough rates on a phrase
no other advertiser can get a response from.
- The best ways of lowering your average cost per click.
Everyone can achieve dramatic reductions in their average cost
per click on the AdWords system.
- How to harmonize the four (sometimes conflicting)
objectives that you and every advertiser on the system are facing.
Knowing this formula is what will keep you going when others are
forced to give up.. I even explain some of the politics and economics
at work "behind the scenes" at Google.
- Tactics for dramatically improving your return on investment
(ROI) on your AdWords campaign. Clicks won't help you
if you can't convert them to sales.
- Dozens of all-new examples from interesting client experiences,
updated interpretations of trademark issues, the latest thinking
on copywriting strategies, bidding strategies, editorial policies,
and more.
- Easy must-do checklists and troubleshooting guides you can
consult anytime.
- 150 pages covers everything you need to know.
- Free Bonus #1!
All buyers of the report get free access to subscriber-only updates.
You'll get fresh tips and case studies from my "Page Zero
Advisor" email newsletter in your email inbox free
until January 2006. This free offer expires Friday, May
6, 2005.
- NEW — Important
Free Bonus #2: In a 12-page PDF 'Top 7 PPC Pain Points,' I tell
you how to deal with fresh challenges that are facing advertisers
right now.
"Most of the people who try to sell you
search engine optimization are just ripping you off. Inside Andrew
Goodman's special reports, though, I've found real, common-sense
approaches that ought to work for just about anyone. Teach a man
to fish..."
Seth Godin, Author
Free
Prize Inside
"The
Page Zero Advisor updates alone are worth twice what I paid for
the report. Andrew's updates are invaluable to our business."
Jim Peterson
ConcreteNetwork.com
"I wanted
to let you know that your AdWords guide was extremely helpful to
our organization. I have no idea how anyone could jump into AdWords,
and do it effectively, without the kind of knowledge that I gained
from your guide. Thanks again!"
Jennifer Crain
Crain Enterprises,
Inc.
"Andrew -
I purchased your report a month or so ago, and must
say it was incredibly well done. As a long time Internet guy, I've
tracked Google's rise through the ranks and had to change to play
in their arena.
We are interested in providing our own tools (when
we have them) and embracing others when they have done a great job.
You fit the latter very well."
Tom Poole
Founder, Senior.com (1995) / Internet entrepreneur
"The targeting
techniques you've taught me are much more valuable than the money
I paid for them. I think your report is now worth $149 at least!
Honestly, I really DO think you should charge $149. There is nothing
out there like this and for REAL marketing folks like me that $149
is a drop in the bucket for valuable market information."
Barbara Baker
Kolbe Market Consultants, Cincinnati
"How good is
this report?
1. We hope our competitors don't read it.
2. If they do read it, we hope they don't act on anything they read.
3. If they do act on what they read, we hope they can't close a
sale with any of their newly acquired traffic.
4. Just get it so this will all make sense."
Ed Kohler
President, Haystack
In A Needle, Minneapolis
"Just as I
was thinking about shutting down my campaign, I read Andrew Goodman's
special report, '21 Techniques to Maximize your Profits on Google
AdWords.' I've been testing and refining for nearly a month now,
and I can honestly tell you that Andrew knows his stuff! I've only
done half of what he suggests, yet I've gotten my clickthrough percentages
way up, and my price-per-click way down. Great for my small daily
budget, but I can also see how a high-volume advertiser could put
Andrew's techniques to good use and have them *really* pay off."
Jill Whalen
High Rankings
Thank you for the
personal service... It's nice when you come across a professional
who is willing to share their experiences, both in a paid (report)
and unpaid (traffick.com) format. I am a true believer that the
more you give, the more you get back.
Thanks a lot for the bonus report. I devoured it in one glance and
learned something that may help one of my clients' content targeting
campaigns turn-the-corner.
Keep up the great work, Andrew. I will be sure to pre-order your
new book from Amazon, too.
All the best,
Jeff Kubarych
DNfolio.com
Andrew, I just
wanted to tell you how valuable your report on Google ad-words has
been for us! We bought the report some time back and recently purchased
the updated version. It is a goldmine of information. We continue
to learn new things and refer often to it. In my opinion, it is
probably the single most important tool to have for a person responsible
for online advertising. Keep up the good work!
Lawrence Corley
Donate-Car-for-Charity.com
"Andrew, your
book is the single most effective marketing tool I have bought in
the past few years! Our website traffic and incoming leads have
nearly doubled...my marketing team gets really jazzed about it,
and we have great fun outdoing each other using your suggestions."
Beth Frost-Johnson
VP Marketing
Merge Technologies
Milwaukee, WI
"Just wanted
to tell you that your special report, " 21 Techniques to Maximize
your Profits on Google AdWords", has made a huge impact on
my clients' our sales and on my search engine optimization business.
In an industry where I tell people my work is the equivalent of
beginning a new career every week, this was a quick, efficient way
to get answers to the mysteries of Google AdWords. Bravo!"
Teri McCready
360WebMarketing.com
San Diego, CA
"Andrew, I
just purchased your Google Adwords report and found it to be an
excellent and very thorough report. Not only do you dissect the
program to the letter, making what seems to be an overwhelming project
actually quite simple, but you also wrap these instructions in an
envelope of very effective business techniques by touching on the
importance of what happens after someone clicks through -- improving
the sales conversion process, generating leads, optimizing your
price points, maximizing customer lifetime value, etc. -- which
is frequently where marketing campaigns succeed or
fail. Again, thanks for doing such a wonderful job on the report."
Marc Stockman
President, Connectiv Media Inc.
Former VP of Marketing and Product Development, TheStreet.com
"Hello Andrew,
Thanks for all the great ideas in your "21 Ways" report...
it is helping our ROI already. The report has helped us to realize
the super-targeted marketing power of AdWords."
Jim Hurley
CEO, Education
Planet
With the help of
your Google Adwords report we were able to refine our campaigns
in a way that we're now producing a near 100% ROI. Pretty exciting
:)
In fact... the boss told me this morning over breakfast that if
I were a woman, he'd marry me (due to the results of the new Google
campaign). Thanks again for such a well-written, clear, and mind
bogglingly thorough report. I don't know what I would have done
without it.
Charles C. Lewis, COO
ScholarshipGrantGuide.com
"In addition
to learning so much from the '21Ways...' report, I look forward
to the Page Zero Advisor updates every other month. They provide
great insight into the changing landscape of paid search, and help
to keep us and our clients ahead of the curve. I think it's great
that Andrew throws this in for free - it alone is worth the price
of admission!"
Dan Murray
Founder, Rocky Mountain Internet Users' Group
"Andrew,
If your Google AdWords Handbook was a feature-length film, I'd give
it a huge "thumbs up!" If it was a newly opened bottle
of the finest first-growth French Bordeaux, I'd proclaim it to be
the vintage of the decade. And if more people are as equally impressed
by your knowledge, honesty and passion for one of the most talked
about, yet mystifying subjects in today's business world as I am,
then this "cut-to-the-chase style," self-help manuscript
should, in no short amount of time, find its way to every corporate
CEO's desk on Madison Avenue and Wall St. and rise to the top of
the NY Times bestseller list. Bravo!
After a little over one month,
our Google AdWords campaign has shown considerably modest but nonetheless,
encouraging results, however, thanks to you and your "21 ways",
I firmly believe the future of our paid search marketing efforts
will not only produce a much higher ROI but will also help us to
remain on the cutting edge of tourism destination management. Thanks
a Google times over and I hope to have the pleasure of reading more
of your work in the future."
Sincerely,
A.J. Boggio
-- Innkeeper (President of the Harbor Country® Lodging Association)
The White Rabbit Inn B&B
"I was very impressed with both the breadth, quality, and wealth
of information contained in your Google AdWord report. I actually
felt guilty skipping around the report, and finally resigned myself
to reading the document word-for-word, and I’m glad I did.
This is one document I will come back to time and time again."
Greg Tarrallo
Internet Solutions, Inc., Philadelphia, PA
"Just finished reading your great book titled
'21 Ways to Maximize ROI on Google AdWords' and I must say it is
the best advice I have ever received for only $69! I read that thing
from cover to cover over the last 2 weeks and it has really helped
me a great deal and it is amazingly comprehensive."
Michael A. Stelzner
Creative Partner
Stelzner Consulting
San Diego, CA
Hi Andrew,
Thanks to your WONDERFUL EVER SO HELPFUL report, I
am now managing a PPC client myself (& a big one at that!),
and I thank you for the help your report & your site has provided!
Laura Lippay
- 153 pages with easy-to-follow sections
- An extensive must-do checklist based on
our experience implementing client campaigns in over 40 industries
- New practical advice on copywriting
- New commentary on trademarks and other controversies
- Little-discussed secrets about issues like
click fraud
- "Tuneup" section tailored to improve
the performance of existing campaigns
- Fully updated throughout to take account
of current Google partnerships and editorial policies, and the
state of their competition
Here is who will benefit most from this information:
- Small businesses; budget-conscious advertisers
- Authors, consultants, and courageous entrepreneurs
- Independent professionals
- Politicians (if they’re smart enough
to get it)
- Medium-sized businesses or business units
with online advertising budgets in the range of $20,000 to $500,000
per year.
- Startups and large companies alike who want
to understand their market... without spending a fortune in the
process
- Publishers of content who can make more
money from advertising than they spend on it
- Marketers who manage online advertising
campaigns on behalf of larger companies. If you manage a large
ad budget or several, even one or two powerful new ideas can dramatically
improve your results and enhance your career.
- Web developers, direct mail marketers, and
strategic consulting firms wanting to augment their search engine
marketing expertise
If you're committed to taking advantage of
the highly targeted, pay-per-click keyword advertising opportunity
that currently exists with Google AdWords, make the most of it.
Slash those per-click charges. Develop powerful keyword ideas. Dramatically
increase the volume of profit-generating clicks from Google in record
time. Follow the steps I teach in this report.
After your $69 payment is processed, you'll
be taken to a special download link on our web site. The package
is in Adobe PDF format, so it's in a universal format that you can
use with any computer or operating system, and it's easy to print
a high quality hard copy. (It's easier to read as a hard copy, so
I recommend that. But it's up to you.) If you don't have Adobe Acrobat
reader, you can download
it free from Adobe.
NOTE: The name of our business (Page Zero Media)
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