Monday, July 28, 2008

Google Massacre Secret: Scout the Enemy To Help You Massacre Them

Once upon a time, everyone did their own thing in AdWords. By that, I mean most everyone designed their own campaigns from scratch. They developed their own keyword lists, and designed their own unique ads. Those days are long gone.

These days, most smart marketers scout the enemy before they do anything. Then they use what they learn, along with their own secret techniques, to massacre the competition. Indeed, I've seen warnings from the super affiliates that any highly-profitable market niche is susceptible to attack from those higher (and lower) in the affiliate marketing food chain.

For your own sake, you need to consider adopting some of these aggressive techniques yourself. Today I want to talk to you about one aspect of scouting the enemy: figuring out which of the competitors ads are successful. To help us understand the details, we'll look at how to do this by hand. Just remember that there are tools available that can automate and accelerate much of this work for you.

It may seem impossible to figure out which competing ads are successful without having access to their campaigns. In fact, it isn't that hard, just time-consuming and tedious. First we have to make an assumption. If an ad continues to run for a particular keyword for a long time, that ad is probably successful.

Since you have to pay for clicks in AdWords, it costs money to keep an ad running. Those costs can add up quick, particularly if the ad is in one of the first three spots for a strong keyword. So unless your competitor likes throwing away money, an ad that runs for a long time for a particular keyword is almost surely making its owner money.

To find out if an ad is successful for a particular keyword, all you need to do is check up on it once a week or so for 3-4 weeks, and see if it continues to run. If it does, the ad is almost surely making money. If you monitor which ads are running for each of the keywords you are targeting, after a few weeks you will know which ads are best for your keywords. With that information, you can design a better ad, and effectively steal your competition's best keywords.

This process works, but it is a tedious and time consuming one. Fortunately, there are both free and commercial tools available that can automate and accelerate the data gathering parts of this process. The goal of this conversation was simply to show you that this is possible, and get you thinking about additional ways to scout your competition.

Google Massacre contains many secrets like this one, secrets that will help you massacre your AdWords competition no matter who they are.

Sunday, July 27, 2008

Google Massacre Secret: Profits Or ROI?

When you are designing your AdWords campaigns, you need to give some thought to the difference between profits and ROI (Return On Investment). I'm sure we can agree that the ultimate goal of your AdWords campaigns is to make money. For that you need profits. So the answer to the question of which you should pursue seems simple. But the situation is not as simple as it appears.

Note: Google Massacre covers this subject in detail.

In general, when you are starting a new ad campaign, your first goal should be a high ROI, rather than maximum profits. You're in a testing phase at the beginning, unsure how well your ads and your keywords will perform. What you really need to do right now is identify the ads and keywords that perform the best, while not losing money.

You'll be spending some time split-testing ads and eliminating keywords that don't perform. If you try for maximum profits during this time, you'll be spending a lot of money, much of it on ads and keywords that aren't profitable. By trying to make big profits, you'll likely end up losing money.

Note: Google Massacre includes detailed instructions for optimizing your campaigns.

Once you have a refined campaign, with the most effective ads and only the keywords that actually generate sales, you'll be ready to shoot for maximum profits. And strange as it may sound, when you go for maximum profits, your ROI will almost surely decrease, even as the amount of money in your pocket increases.

The explanation for this surprising result comes from the way you maximize ROI in an AdWords campaign. All other things being equal, the lower an ad's position in the search results, the higher its ROI. That's because the cost of a click in the topmost ad positions for an AdWords search typically costs far more than a click for a lower position.

In addition, most of the time, someone who clicks on a lower-ranked ad is a more motivated buyer than someone who just clicks the first ad on the page. People click ads for a variety of reasons, some of which have nothing to do with an actual desire to buy the product. Few of these "curiosity clickers" bother to click the ads further down the list. They almost always click one of the top 2 or 3 ads. So when a person clicks a lower-ranked ad, they're more likely to buy. The two factors combine to create a higher ROI.

There's only one problem with all this. Far fewer people click on the lower-positioned ads than the higher-positioned ones. So, while the ROI for lower-ranked ads tends to be high, the total number of dollars they generate tends to be low. In AdWords, ROI and Profits tend to move in opposite directions.

High ranked ads generate a lot more clicks, amplifying both the positive aspects of your campaign and the negative ones. If you shoot for top positions (and potentially maximum profits) with a campaign that isn't ready yet, you can lose a boatload of money fast. However, if you stick to the lower positions and concentrate on maximizing the ROI of your campaign, when you do start bidding higher in an effort to increase profits, you'll be well on your way to making lots of money instead of losing it.

So there's the long-winded answer to the question: Pursue ROI until your campaign is refined and performing at its best, then shoot for maximum profits. For more details on this topic, and other topics crucial to AdWords marketing, buy Google Massacre now.

2 Days Until the Google Massacre

With just two days left before the launch, I wanted to expand on my original Google Massacre review and give you a little more information about what you'll get when you buy Google Massacre. As far as the eBooks go, there are five main sections:

Section 1 is an introduction to PPC marketing and Google AdWords. It covers things like how to create an AdWords account, and is aimed at folks who are new to PPC and AdWords.

Section 2 goes into more depth, and will be particularly interesting for beginner/intermediate Affiliate Marketers. It covers topics like:

* AdWords copywriting (creating AdWords ads that will convert well)
* Tracking conversions (understanding which ads and keywords are making you money)
* Maximizing keyword relevancy
* Using ad placement to increase your profits
* Outsmarting the enemy through effective keyword research

Section 3 is where things get intense. Even if you've been around affiliate marketing and working with AdWords for a while like I have, starting with this section, you'll start learning stuff you never saw before. Andrew & Steven talk about the science of Googleology and how to apply it to systematically, scientifically maximize your success with AdWords. Some of the topics in Section 3 are:

* Dynamic Keyword Insertion
* Advanced split-testing techniques
* Expert bidding strategies
* Free traffic tips
* The AdWords Editor
* Advanced competition assessment methodologies

Like I said, this is where the real meat of Google Massacre starts if you're an advanced marketer.

Section 4 covers 5 specific landing page strategies. These are their 5 Google Massacre Methods. You can pick and choose among them to create customized landing pages for your ads that are most appropriate to the particular product and market you are targeting. Remember that getting someone to see and click on your ad is only the first part of the deal. Using your landing page to get the visitor into a pre-sold buying mood before you pass them along to the product vendor's sales page is an often forgotten secret to making money in this business.

Section 5 wraps everything up with advice on how to combine all the stuff you just learned into campaigns that crush the competition. By this point you have all the tools you need to succeed; its time to start your own Google Massacre.

Saturday, July 26, 2008

Google Massacre Secret: Up Your Relevance With Keyword Insertion

Relevance is one of the most important elements of AdWords success. The more relevant your ad is for a search, the more likely the searcher is to click on your ad, rather than someone else's ad. And the way Google calculates ad pricing, all other things being equal, the more relevant an ad is, the lower the cost per click for that ad.

So increasing the relevance of your ads is clearly a secret of AdWords success. And learning about Keyword Insertion is one of the secrets of creating high-relevance ads. If you want to commit Google Massacre on your competition, you need to know about this.

Ads that contain the keyword someone is searching for are more relevant to searchers. That makes sense. If you're searching for a Ford Model T, which of these ad headlines would be more relevant to you: "Old Cars For Sale" or "Ford Model T For Sale." Clearly, the second headline is more relevant. And to make things even better, when a search term appears in an ad, Google bolds the words of the search, making it stand out even more. So including keywords in your ad headlines and body text is a great way to increase the relevance and overall performance of your ads.

But there's a problem. You can easily create unique ads when you only have a few keywords to worry about. But what happens when you are advertising on hundreds, even thousands of keywords? Creating custom ads for each keyword by hand would be incredibly tedious & time consuming. This is where Keyword Insertion comes into play.

Instead of manually creating an ad for every keyword, you can create generic ads, and use Keyword Insertion to automatically insert the keywords from the current search into your ad. When done right, a generic ad using Keyword Insertion looks like an ad custom-made for their search term. It allows you to have the relevance of a hand-crafted ad, without the mind-numbing labor of creating thousands of ads by hand.

Note: Google Massacre has lots of automation tips to reduce your burden.

Now Keyword Insertion is an advanced technique. It's part art and part science. There's no way I can teach you everything you need to know about it in this one article. However, I can get you pointed in the right direction. Here's an example based on our earlier headlines that will make the basic process clearer:

Say you are selling old cars. You might create an AdWords ad that looked like this:

Old Cars For Sale
We have a variety of Old Cars
for Sale. Best deals in town!

Say the actual cars you have for sale are a Ford Model T and an Edsel. You could run the ad above using the keywords 'ford model t,' and 'edsel.' You might get a few clicks out of it. You could instead create a custom ad for each car type, replacing the term 'old cars' with 'ford model t' in one ad and with 'edsel' in another.

Or you could create an ad that looks like this:

{KeyWord:old cars} For Sale
We have a variety of {KeyWord:old cars}
for Sale. Best deals in town!

The {KeyWord:old cars} bit of the ad tells AdWords to insert the user's keywords here, capitalizing the first letter of each word in the keywords. If for some reason the search term can't be inserted (it would make the line of the ad too long for example), insert the default term, 'Old Cars.' Different formatting of the word 'keyword' causes AdWords to capitalize the keywords differently.

As you can see, Keyword Insertion is complicated, as well as powerful. The AdWords help system has a good bit of information on how to use this feature, but the best way to learn all the nuances is to use one of the guides written by AdWords experts. Investing the time and effort needed to learn to use Keyword Insertion correctly can really improve the relevance of your ads and commit a Google Massacre.

To see my review of this product, click here

Friday, July 25, 2008

Google Massacre Secret: Assessment Yields AdWords Success

The Google AdWords system for PPC (Pay Per Click) advertising is relatively easy to use. But if you don't know how to use it correctly, this just means that AdWords is an easy way to lose tons of money. One of the most important, yet overlooked secrets to AdWords success is correctly assessing the results of your split testing.

For proven instructions on split testing and much more, buy Google Massacre now!

When you split test your ads, you have Google run two ads simultaneously. After the ads have run for a while, you will be able to see any differences in their performance. This is where assessment comes in. You can assess the performance of your ads in many ways, but certainly one of the most important characteristics of ad behavior is CTR (Click Through Rate).

Since AdWords displays the CTR for each ad, beginners think its easy to decide which ad performs better. Just look at the CTR for each ad and pick the highest one. Suppose each of your ads had been running for a while and one had 1000 clicks, and a CTR of 22%, while the other had 500 clicks, and a CTR of 11%. It would be easy to look at the results and say that the first ad was performing better. And you would be right. Unfortunately, things are seldom that easy.

To learn how to correctly assess your AdWords results, buy Google Massacre now!

Try this recent example from one of my campaigns. The first ad had 88 clicks and a CTR of 8.46%. The second had 83 clicks and a CTR of 7.9%. The simplistic approach would tell you that the first ad performs better. However, if you apply a statistical analysis to the situation, you will find that there is no way to tell which of these ads will perform better over time. Because the sample (the number of clicks) is relatively small, the difference in the CTRs is quite likely to be due to chance.

I could lie and tell you that I did the statistical analysis above myself. But I have no idea how to do that analysis. And even if I did, I wouldn't have the time to do such an analysis for every split test I run. It just wouldn't be practical.

Instead of doing all that math myself, I used a free online split testing tool. The software did all the number crunching, leaving me to assess the results and act appropriately. Depending on the results of my assessment, I will either design a new split test or let this one run longer until it generates more definitive results. And of course while this is going on, I will be assessing conversion rates, keyword performance and so on.

All this testing and assessing may sound like a lot of work, even with a tool to do the number crunching. However, it is something all the most successful Internet Marketers do, for one simple reason. It works. As they repeat the cycle of testing and assessment, the performance of their ad campaigns improves, and they make more money. Beginners slap together a campaign, then skip the testing and assessment steps. As a result, their campaigns perform worse than those of the pros and they make less money. Believe it: Assessment Yields AdWords Success.

And believe this: Andrew & Steven are two guys who know how to assess their split tests and make serious money from AdWords. To learn their latest techniques, get Google Massacre today!

FREE Google Massacre Report Available NOW!

Google Massacre itself isn't available until the 29th, but right now you can download a special FREE 19 page Google Massacre report from Andrew & Steven. It explains the philosophy behind Google Massacre, and sets the stage for the actual product launch.

The report is totally free, and you can share it with anyone you like. As a matter of fact, I encourage you to pass it around to any of your friends who are interested in Internet Marketing. The report is particularly useful for folks who are new to AdWords & PPC advertising, as it will let them absorb some vital background information prior to the actual Google Massacre launch.


Thursday, July 24, 2008

My Google Massacre Review

If you haven't yet achieved great Internet Marketing (IM) success, you probably have a love/hate relationship with Google. Working on this Google Massacre Review reminded me of my own rocky love affair with mistress Google. Some months I've made thousands of dollars promoting products online; other months (particularly early in my career) I lost hundreds of dollars. Making money through Google AdWords is not for the faint of heart.
Andrew X & Steven L. Jones have been around the IM business for a lot longer than I have. And they're a lot more successful too. Over the years they've developed techniques that have enabled them to make piles of money in this business. They've also shared their knowledge with others through the products they've published, such as the very successful Google Magic Formula.

Now Andrew and Steven are back, with their latest guide to Internet Marketing, Google Massacre. Google Massacre combines an eBook and videos to give you the boys' latest information on how to make a killing marketing products with Google AdWords.

The Massacre imagery here is intentional. In their guide, Andrew & Steven tell how they've evolved from polite competition with other affiliates, to fiercely attacking their competitors (without doing anything illegal or immoral, of course) in order to succeed in even the most competitive situations.

Indeed, the acronym that symbolizes their new approach to business is SCALP, as in scalping your enemies. They say that their approach is meant to strike fear into the hearts of your competitors as you move in and take over their most profitable markets.

While I think their imagery is a little over the top, I do agree with Andrew & Steven's basic premise that Internet Marketing has become fiercely competitive, and you need to be ready to fight for your share of the pie.

Here's an example from my own experience. Early this year, I had a strong position promoting one particular product. I was earning about $100/day from this one product alone. Until over a period of about two weeks, my sales of this product completely disappeared. Nothing I did was able to restore my previous position. Eventually, I learned that a smarter, more experienced marketer had noticed how profitable my niche was and decided to take it over. And he did. He blew away all of us who had been making money in that niche, and grabbed all the profits for himself. Last I knew, this guy was making around $2000/day promoting 'my' old product, and I was out of the game completely.

It's vicious out there.

Google Massacre is meant to help you fight back and win in this business. It gives you the information and techniques you need to compete against the sharks out there - even to become one of them yourself. And in this business, most of the money goes to the predators at the top of the food chain. Google Massacre can help you claw your way to the top.

So what will you get when you buy Google Massacre? I don't want to go into too much detail and steal Steven and Andrew's thunder, but I can give you some idea:

  • Secret techniques for legally stealing your competition's best keywords and markets

  • The wicked "Traffic Confluence" method that lets you grab your competitors customers

  • Little-known ways to cut your costs to the bone & maximize your profits

  • Reliable ways to predict the costs of attacking a market up front

  • Surprising ways to double, even triple your traffic overnight

  • The "Vulcan Death Grip" that lets you wipe out your competitors with one simple move

  • A never-before revealed method to get your ads ranked above the competition, even though they pay more than you do

  • High-speed keyword research techniques to find profitable keywords FAST!

As you can see, there's a ton of good stuff in this package. Now if you're a veteran Internet Marketer, and making $100/day or more, you really don't need Google Massacre. But if you're not there yet, buy Google Massacre now. You won't regret it.