Dangerous Traffic - Google Adwords (Part 2)
April 6th, 2007
OK, yesterday I started talking about why Google Adwords usually doesn’t work for beginners.
And then I told you a simple method that I use to make Adwords work, even if you are starting out.
Finally, I told you I would give you more details.
To tell you the truth, I ran out of time yesterday, which is why I told you it would be continued. It worked out to my advantage, as many of you have posted your comments, and I see I’ve generated some interest!
So allow me to get to the point.
To recap, I showed you my simple method of using Adwords, namely:
1. Create my ad.
2. Use 5-10 keyword phrases that are very targeted and highly-searched for.
3. Add 20-50 negative keywords that describe what I am NOT looking for.
4. Watch the traffic come in.
Now I want to explain a bit further (Note to Your Traffic Formula members: I will be creating videos that will actually show you each of these steps, so stay tuned…).
1. Create my ad.
Now, I am no expert on creating Google Adwords ads. Having said that, the ads I write typically bring in 1-3% click-through rates (sometimes better), which is much higher than most people get.
The secret is to talk about the results of whatever you are promoting, and not the features (and not even the benefits).
You have very little space to talk to you the visitor, so you have to use it wisely.
I will give you an example to illustrate.
Here is a typical ad:
Lose Weight Quickly
Discover the secrets of weight loss
the government doesn’t tell you.
http://www.WeightLossExample.com
Not a bad ad, but it could be much better. Let’s look at a “results” ad:
Loses 10 Pounds Weekly
Discover the secrets of weight loss
the government doesn’t tell you.
http://www.WeightLossExample.com
There is a subtle but important difference here. The headline is now “Loses 10 Pounds Weekly.” The word “loses” implies the program does all the work.
Notice how it doesn’t say “Lose 10 Pounds Weekly.” That implies that you have to work and isn’t as appealing.
However, what you want is clicks from people who are looking for what you have to sell, so even though they don’t want to do the work, they do want the results.
Here are some more examples of result-driven headlines:
Makes $1000 Per Week
Teaches Spanish Quickly
Improves Your Golf Swing
Lowers Your Cholesterol
You can see where I am going with this.
Now, if enough people read this and use it, the technique will not work as much. That’s ok. There will always be other techniques that will work.
The trick is to write a compelling ad, no matter how you do it.
2. Use 5-10 keyword phrases that are very targeted and highly-searched for.
This should be easy. You can use Google’s Keyword Selector to find them.
Make sure that they are highly searched for or this method won’t work as well.
Also, make sure that they describe your target audience quite well, as this will determine whether your offer will convert well.
3. Add 20-50 negative keywords that describe what I am NOT looking for.
This is the step that makes all the difference.
A negative keyword is a keyword that you don’t want your ad displayed for.
For example, if “weight loss” is one of your keyword phrases and “pill” is a negative keyword, your ad will show up when somebody searches for “weight loss” but not when they search for “weight loss pill.”
This is extremely effective for narrowing down who you are looking for, thus increasing your click-through rate and in turn lowering your costs and getting more traffic.
The easiest way to find negative keywords is to once again use Google’s Keyword Selector using your main keyword phrases.
Examine all of the many keyword phrases that come up and find every single word that describes customers that you are not looking for.
Let’s do an example.
We’ll use the weight loss example again. When we search for the term weight loss the following terms come up:
weight loss
weight loss pills
weight loss diet
weight loss diets
weight loss tips
atkins weight loss
weight loss calories
weight loss foods
weight loss supplements
fast weight loss
and many more…
Now, let’s say that your product talks about natural weight loss. That means that you want people looking for ways to naturally lose weight, not those looking for pills or supplements.
Just from the list above we can add the following negative keywords:
-pills
-supplements
-atkins
If we continue down the long list on the Google tool we can easily find dozens of examples of negative keywords.
Simply add these to the list and all of a sudden your ad will be more effective!
Why? Well, think of it this way - your competitors are mostly just using keyword selection tools to generate thousands of keywords. That means that they aren’t looking at each individually (at least most people wouldn’t) and they are using all sorts of poorly optimized keywords.
That means that their ads are going to be shown for keywords that will not get clicks, and their click-through rates will drop.
However, your click-through rates will be much higher, even though you are getting less views. That means that your ad will display at a higher position for a lower cost, and will give you higher profits!
Also, your offer will convert better as those people who do click on the ads are exactly what you are looking for.
So we get:
-higher click-through rates
-lower cost per click
-higher sales conversion
And thus:
-higher profits
Which leads to the last step of our complicated formula:
4. Watch the traffic come in.
So, yeah, watch the traffic.
It’s nice.
Have fun!
Matthew Glanfield
P.S. Let me know what you think about this article. Was it helpful?
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- Similar Posts:
- Dangerous Traffic - Google Adwords
- An Amazing New Traffic Formula
- Banner Ads “How-To”
- Ryan Deiss and Banner Ads
- Your Traffic Formula Revealed…
23 comments to “Dangerous Traffic - Google Adwords (Part 2)”
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Fabio Marciano Says:
Matt,
Great tips and insights. What you just showed everyone, others would charge to teach…but you gave it away FREE!
Keep up the great work,
Fabio
Linda Says:
I have continually been impressed with the amount of content you provide to your readers! Your readers know that if you give this much for free, your paid info is fantastic!
I look forward to meeting you next week in Nashville at the affiliate conference! (Matthew is speaking at this conference: www.WebTechAffiliates.com)
Keep up the good work!
PS After loosing several hundred dollars on my first adwords campaign I am more careful now and will use your advice of more negative keywords.
Rob Seiler Says:
Great info Matthew… Thanks
Rob
Lynne Lee Says:
Brilliant.
Thanks for an easy to understand, step by step description.
You’ve taken the mystery out of it and some of the fear.
Now I’m much closer to having a go. I actually feel like I know what to do!
Thanks for your generosity.
Lynne Lee
www.christianlifecoaching.co.uk
Micheal Savoie Says:
I was wondering why my Adwords ads did not get the response I was wanting, and step 3 was the missing link. I was allowing my ads to be shown too many time to people who were not looking for what I was promoting.
As usual, Matthew, you bring good information without charge. Keep up the great work!
Have an amazing day!
Micheal Savoie
http://resolve2007.com
Marshall Says:
The subtle headline tip was great Matthew! And, the article was a very precise way to look at doing some Adwords campaigns. Thanks!
Kimberly Aita Says:
Did I think it was helpful? I printed it out so I could reference it when I do decide to use adwords so yes and thank you.
Kimberly
John Jewett Jr. Says:
Matt. Thank you for the examples, I personally have never understood how adwords,work. The negetive keyword Idea is fantastic. Thanks again. John
Richard Legg Says:
Hey Matt,
You always deliver top quality content and your blog is one that I make sure to read.
It’s almost like you have marketing skills beyond your years
I’ve touched on PPC before but never got the results that I was looking for, but I’ll definitely go back and try your suggestions.
Thanks!
Richard
Michael Holdcroft Says:
Matthew, this is an excellent Adwords primer. Making it easy for most people to do.
Willie Bassey Afahame Says:
Your article on dangerous traffic - Google Adwords (Part 2) was revealing and educative. There were some very important points made about advertising on google and getting favourable results. Thanks.
Bruce Nelkin LMT Says:
Thanks Matthew,
This is somewhat helpful. I have heard of using negative adds to get visits form people searching for other businesses or people like - “realestate sucks” for instance, so when someone searches for realestate they get to your site that points out the pit falls of realestate and benefits of your thing. I wasn’t aware of this little trick although I am a beginner on Adwords.
Thanks again.
Sincerely,
Bruce Nelkin
http://www.edcrave.com
Puts Money In Your Pocket
Sherrill Says:
Hey Matt…good stuff…I’m thinkin I don’t like doin any heavy liftin…so of course I’ve got a couple of industrial strength tools that’ll make me a list of the negative words from the entire list that it generates…
Now let’s do a whole system like A…B…C…1…2…3 so that we can all…”go to the mailbox…get a check…go to the bank…deposit the check”…nice system…huh…
I actually have an adwords account…but I pulled the plug to stop the bleedin some time ago…maybe I can take your lesson and get back in the game…
~~Sherrill~~
Drink Better Coffee
SpotaJava Coffee
Alfonso Says:
Gracias Matt,
I’m so proud to be your student and I think that the bests teachers are and were doing the same.
Best regards,
Alfonso
http://www.telebay.com/yosepe
Andre Arnett Says:
Matthew,
Thank you for providing great easy to understand literature. You never fail to deliver.
Andre Arnett
Jan Says:
Hey Matt,
Thanks for putting into words what I was trying to do but hadn’t been doing properly. One of the hardest things to overcome I’ve found is the ‘thought’ of missing out on traffic rather than concentrating along the lines of better ‘directed’ traffic.
Perhaps this is another reason why the ‘mental’ side of marketing is so important. Fear drives us into wrong thinking time and time again.
Thanks again,
Jan
Hamant Keval Says:
Hi Mathew,
As usual - Excellent article - I particularly liked your adwords “results” orientated Ad Titles. Excellent material.
I do have a question though-
In my Adwords I group my ads into very tight keywords - sometimes only 3 keywords per ad group including the variations.
Negative keywords is a very powerfull concept to master as you have shown - but it can be a double edged sword in that if you cut out a lot of keywords thrugh negative matching then surely the clickthrough rates diminish at least initially.
I realise what you are saying is that you are getting more targetted traffic. But..
when you first start a campaign then the is it not better to keep the negative matches to a minimum so as to actually get the clicks in the first place. I agree that those people clicking will not want the product you are selling …but once you get the clickthroughs and then the cost comes down - you wittle down the cpc slowly and add the negative keywords.
Would love to hear your experience with this
Thanks
Hamant
Hamant Keval Says:
Dear Mathew-
Hello again - As a side note - my apologies for sidetracking -
Would you be kind enough to tell me which script you use for your blog for the affiliate minute which enables only snippets from appearing and then takes you to another page with the full article.
Thanks
Hamant
Matthew Says:
Hey Hamant,
Actually your click-through rates will be higher. I wasn’t just referring to the traffic to your site, I was referring to the quality of visitors who see your ads.
Since they will be more targeted they will click on your ads more.
By not having the negative keywords you will actually get a lower CTR.
Hope this helps!
Matthew Glanfield
MobilePhoneSecretsRevealed Says:
Thanks for thr great tips Mathew,I am ready to start making money now using your tipe.
You always come up with great innovative tips which help our businesses.
Thanks once again
Weez Says:
This is extremely helpful…especially where you say to use only 5-10 keyword phrases.
Others have taught to use 200-500 keywords which never worked for me…it’s just too expensive!
Ana Says:
Hi Matt,
The first impression I got when reading that first ad headline (”loses …”) was that it was a typo. I’m afraid that without the subject, others will see it that way, too.
What think you?
Ana
Syd Says:
Absolutely splendid post. I have read both parts 1 and 2 and was quite pleased with what I learned. Thanks for sharing with us this very important information.
Being a beginner internet marketer, I know the importance of getting good results on tight budget. Being tight on budget, I have got to utilize every cent to the maximum. This is where such advice as yours can really really help.
Thanks once again for this lovely post.