Finally, you’ve got a website to advertise with. This next section is equally as important because you’re going to find keywords to advertise your website.
Introduction
A key to having a successful online business is making sure that every single person who is even the slightest bit interested in your product sees your advertisement. The best way to do this is by creating a very huge relevant keyword list (thousands of keywords). By the way, to give you an idea on how many keywords I am talking about, I have one website which has so many keywords that I reached the keyword limit for TWO AdWords accounts. That means I had so many keywords that it took two Google Accounts to hold them. Google will not let you have more than 55,000 keywords in an account.
Some products have many keywords, while others have very few. Don’t ever give up on adding keywords to your accounts. I never realized how many keywords existed which had literally no competition until I researched them (you will find how I did this in a few paragraphs). Usually the more keywords there are available for the product, the better. Not just because it is searched more often, but also because most people who are also selling the same product will only select a few general keywords which may be very broad keywords. For example, most people who sell DVD software usually favor keywords such as “copy dvd”, “dvd copying software”, or “dvd duplication”. But the thing wrong with this is that people who are searching for DVD copying software don’t type in exactly “dvd duplication”, but instead they usually type in something like “download dvd copying software” or “free dvd to cd burning software”, or “how can I copy a DVD”. Most online advertisers are so busy they usually miss these valuable keywords, which you can get an ad rank under 8.0 with a max bid of $0.05 per click. So the best way to get every possible click you can is to develop an unimaginably huge keyword list. By the way, when you have over 45,000 keywords in your Google AdWords account, Google will alert you and will tell you to delete some, but instead just create a new AdWords account with a different email address and keep adding keywords. Remember, you can’t go over 55,000-60,000 keywords per account.
For those of you who are following this guide and creating a campaign at the same time, read on. For those of you who are skimming this guide to find new tips and already have a campaign created, go to the paragraph titled “Now You Have Your Campaign Created”.
Creating Your Keyword List
Now it’s time to focus on creating your keyword list. Before you do this, make sure you have the following:
- The website chosen that you’re going to advertise with
- The main website address (URL) of the website you’ve chosen (not your destination URL/affiliate address).
Below are the steps to creating a huge and relevant keyword list for your advertisement.
*Note – I will be creating a keyword list for GoogleMoneyPro.com in the examples below.
Step 1) Go to Google’s Keyword Tool by clicking on the following link: https://adwords.google.com/select/KeywordToolExternal. Once there, select the “Website Content” option.
Enter the website address for the product you’ve chosen into the text area and click on the “Get Keyword Ideas” button.
Step 2) Grouping Your Keywords Together
Grouping keywords together isn’t just important for Google, it also helps increase click through rates and conversions. Each keyword group will eventually become its own AdGroup, this way you can have very specific text ads (I explain this more later). In this section I am going to show you how to create your keyword list and group you keyword together at the same time (this will make it much easier and quicker than doing both individually).
After you click the “Get Keyword Ideas” button Google will search the webpage to find the keywords which are the most related to that website. The page will change and will list several columns of keywords when Google is finished searching the website
If you look near the top of the results you will see something that says “Showing keywords grouped by these terms:”. In my particular search, the following keyword groups were shown:
Google may show more or less keyword Groups for your webpage, so don’t worry if your results look different from mine.
Look at each of the keyword groups that Google has created for your keywords. You should make a mental note about the most relevant keyword groups because these will be your first AdGroups. Remember, the most relevant keyword groups are the ones that best describe the product you’re going to sell. It’s not necessary to look at all of the keywords within the keyword groups, all you need to look at are the names of the keyword groups as these will be descriptive enough.
So go ahead and decide which keyword group is the most relevant for the website you’re advertising. For GoogleMoneyPro.com, the most relevant keyword group would be “adword” which has 27 keywords.
The keyword group you have just chosen will shortly become your first AdGroup.
Step 3) Now scroll down and look at all of the keywords within the keyword group you’ve just chosen as the most relevant.
Look through the list of keywords and click on the blue “Add” link next to each keyword that you feel accurately describes the website or product. Try not to add any keywords that aren’t relevant to the website. You will notice that each time you click on the “Add” link, Google will add the keyword to the keyword list on the right side of the page.
Step 4) After you’ve added all the relevant keywords to your keyword list, it’s time for you to download the keyword list to your computer.
To do this, simply click on the “text” link at the bottom of your keyword list where it says “Download these keywords”.
If you want, you can also download your keyword in .CSV format. Be sure to remember where you saved your keyword list.
The Next Step with Your Keyword List
Ok, you’ve probably noticed that your keyword list is no where near 40,000+ keywords. In fact, your keyword list right now is probably anywhere from 3 – 100 keywords. So how do you get all the rest of the keywords? I will get to that later in this guide, because you are doing a more important thing right now.
Since your account with Google is brand new, you don’t have an advertising history with them. If you had an advertising history with Google they would know whether or not you are a good advertiser or a bad advertiser. The way Google determines this is by looking at your account performance record. If you have relevant keywords, great text ads, and good account organization then you will have a good account history with Google. Likewise, if you have poor keyword lists, bad text ads, and horrible organization Google will view your account as poor.
So what’s the difference between Good account history and Poor account history?
One of the ways Google determines your minimum bid (Quality Score) for your keywords is by looking at the other advertisements for that same keyword. If the keyword has no other advertisers, Google has no data to use to determine an accurate Quality Score for you for that keyword. So Google will rely on your account history to help them determine your minimum bid for that keyword. If you have a good account history Google will assume that you will do a good job advertising the new keywords, and will give you a good quality score for those keywords with a low minimum bid. On the other hand, if you have a bad account history, Google will assume you will do a bad job advertising the keywords and will give them poor quality scores with high minimum bids.
By starting off with a small, relevant keyword list you will begin your Google Advertising on the right foot and will quickly develop a great advertising history with them. This means that later when you add the rest of your keywords that may not be as relevant to your website, Google will give them a low minimum bid and a great quality score based on your account history.
Creating A Keyword Targeted AdWords Campaign
Now that you have the website you want to advertise and the first group of keywords you’re going to use, it’s time to start advertising the website and making money. But before you start a campaign, please read over the following things which are very important for you to know.
I recommend watching the following video that shows you how to create a keyword targeted campaign:
General Info
Keyword targeted advertising is the most common type of advertising with Google AdWords. This is the type of advertising you see most often on Google, it is what most people think of when they hear about AdWords. When you are searching Google, the AdWords advertisements are displayed on the top and/or right of each Google search page.
Setting up a new Keyword-Targeted Campaign
Here are the Step by Step instructions on how to create the perfect Google AdWords Campaign. If you already have a campaign running, I suggest you read over this, because you will find things you will want to improve. If you are thinking about starting a new campaign, simply read over these steps as you create your campaign because these steps are in chronological order and will significantly help you. If you set up the dummy campaign, I would recommend starting a new campaign from scratch (just keep your dummy campaigned paused for now).
Starting Off
First you will need to login to your Google account and to create a new keyword campaign, click the link “New Online Campaign” and select “Start with Keywords”.
Naming Your Campaign & AdGroup
You will be prompted to name your campaign. Your campaign name is what will be displayed on the first screen when you log into your Google AdWords account.
Since you will most likely have several campaigns, when you name your campaign you will want to make sure it is a unique name that will let you know exactly what you are advertising in that campaign. I do not recommend advertising for several different products within one campaign. If you plan to advertise for two different products or websites, make two different campaigns one campaign for each product/website. If I were advertising for Google Money Pro I would name my campaign “Google Money Pro” or “GoogleMoneyPro.com”.
Next you will need to name your AdGroup. Name your first AdGroup the same name as the keyword group you chose to use (for example, I would name my first AdGroup “AdWord” because that was the most relevant keyword group Google’s keyword tool generated).
Remember, you will have several different AdGroups within one Campaign, so name it something that will help you know exactly what keywords are in that AdGroup (don’t name it something like “AdGroup 1”, “AdGroup 2”, etc). Proper naming will help make your advertising within that campaign even more organized. For example, if I was about to generate a list of keywords for dog training, I would name my AdGroup “Dog Training”.
Choosing Your Advertising Language
This is where you will choose the language your advertisements are going to be written in. This is also the language your advertisements will be displayed in.
I recommend watching the following video from Google that gives you more information about choosing your advertising language and locations:
Target Customers by Location
This is where you will choose how you want your advertisement to be displayed. It can either be displayed in:
Countries and Territories
Regions and Cities
Customized
If you remember, I mentioned this earlier in this guide when we were setting up the dummy campaign. I would recommend Countries and Territories because they bring the most traffic. If your product or service is only available in a small area, then I would choose the Regions and Cities or the Customized option.
Here’s what my page looks like. When you’re finished simply click on the “Continue” button at the bottom of the page.
Choosing Advertising Locations
After you hit continue you will choose the countries you want to advertise in (if you selected the “Countries and Territories” targeted option.
When you are deciding where to advertise your product, remember that if it’s only available in certain countries (like Paid Surveys, Seized Auctions, Sports Guides, etc.) you should only advertise in the countries where it’s available. Otherwise you’re wasting your advertising budget.
Don’t ever advertise any product world-wide or in any countries that don’t speak the same language the webpage is written in. If you do this you’re just setting yourself up for failure.
In my opinion the best countries to choose for advertising English advertisements and products are in the following list. Remember, you don’t have to choose these countries. These are the countries I’ve had the most success with.
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After you click on the Continue button you will be taken to a page that will ask you to create a text advertisement.
Writing Text Advertisements
Introduction
Now you should be to the point where you will need to create your text advertisement for the website you’re going to be advertising on Google.
I recommend watching the following video by Google which explains text advertisements:
Terms
There are 4 different parts to a text advertisement:
Title/Headline – The title is the first line of the text advertisement. Its job is to attract attention to the text advertisement so the web surfer will read the rest of the text ad.
Description – The description is the second and third line of the text advertisement. The description’s job is to convince the user to click on your text advertisement in order to visit the webpage you’re advertising.
Display URL – The display URL is the fourth line of the text advertisement. This is the web address that the visitors will see when they look at your text ad. You don’t want this web address to look strange (don’t use weird numbers or letters in your web address), instead you want it to look easy to remember and short. If you were an affiliate for Google Money Pro, then you would make your display URL www.GoogleMoneyPro.com. Your visitors will not be going to the Display URL address, so don’t enter your affiliate hoplink here. Instead enter the main address of the website you’re advertising.
Destination URL – The destination URL is the web address that the web surfer will go to when they click on your text advertisement. The destination URL will not be visible by the web surfer so it can be long and contain weird letters and numbers. The destination URL is where you will enter your affiliate hoplink.
Here are what the following destination URL’s look like based on the affiliate network (don’t use the exact URL’s below…unless you want me to get commissions for your sales):
ClickBank - http://stevenhold.googlemp.hop.clickbank.net
PayDotCom - https://paydotcom.com/r/9911/gmoneypro/18486566/
Commission Junction Destination URL - http://www.jdoqocy.com/click-3030128-10432581
Relevancy
Just like with every other part of Google, relevancy is extremely important with text ads. Basically, Google just wants your text ad to be similar to the website you’re promoting as well as the keywords you’re using. If you follow the instructions in the articles below, you will have no trouble with this at all. You may want to read through all of the articles below before you actually write your first text advertisement. This way you will have a clear understanding of what to do and what to expect.
Do’s and Don’ts with Text Advertisements
Successful Text Ads do the following:
- They get to the point with the title. They quickly tell what the product does.
- They attract attention.
- The text ad description assures the user that the product will do what they want it to. They answer the most common questions to convince the web surfer to click on your ad.
- They are clear, well written, specific, and compelling.
Things You Should Know:
- You are not required to have “http:” or “www” in your display URL.
- Google will not let you capitalize all the letters in all your words, but they will let you capitalize the first letter of every word.
- The website must not require additional software to load (example: your landing page cannot be a .PDF).
- Back button must be able to go back from your destination URL to Google with one click.
- You can’t have websites that mirror other websites that are advertised for the same keyword (example: having the same pictures and text but using a different web address).
- The website you are advertising cannot have a pop up or pop under ad (unless it’s a dynamic ad, which means it hovers over the webpage and when you close the webpage the ad disappears).
Some Do’s and Don’ts for Text Advertisements.
- Don’t insult the web surfer. No one is going to click on your advertisement if it makes them angry.
- Don’t give away too much information. For example if you are selling Printers for $40 and your competition is selling Printers for $35, do not mention your price in your ad.
- Use exclamation points carefully, Google only allows you to use one, so if you use one make it count.
- Don’t mention things twice in your Ad. You have limited space and you will want to use as much of it as you can.
- Don’t use a business name or webpage name in the Ad, unless it is well known with the subject and will help to increase your Click Through Rate.
Some Things You Should Do:
- Do whatever it takes to make the web surfer interested in your advertisement, unless it is one of the things I mentioned NOT to do.
- Capitalize the first letter of each word in your text ad’s Title (except for articles and prepositions) and capitalize the first letter of important words in your text ad’s Description.
- Look at the other advertiser’s ads on Google who are selling the same product as you. See which advertisements you would most likely click on and try to reproduce the parts of their Ad that you like.
- Ask the web surfer a question, tell them what you have, do whatever it takes to get their attention.
- You will want to have “Call to Action Phrases”. These are phrases which make the user want to click on your ad. Example: “Try Our Online Program Today”.
- You will always want your ad to be clear, well written, specific, and compelling.
- Use as much text space as possible. You don’t want your advertisement to look empty.
- Google limits the amount of space in your text ad, but you can add more space by adding short abbreviations for your words like “&”, “w/”, “w/o”, “+”, “-“, etc.
Writing Your Title/Headline – Your title should attract attention from the other ads to your ad. One of the best ways to do this is to include keywords in your title.
Why would including a keyword in your title attract attention to your text ad? Because Google bolds any keywords in your text advertisement. You may be thinking, I’m sure my keyword list will contain tons of different keywords…how can I possibly get all of those keywords to fit into my title? Well here’s the answer…you don’t need to contain every single keyword in your title, you just need your title to contain the main word or phrase that every keyword in your list contains.
It’s a good thing that you grouped your keywords together with Google, because since all your keywords in each keyword group contain the same words you’re just going to need to put the most common words that appear in all of your keywords in your text ad’s title.
Look at some of the keyword groups Google recommends for one of my websites. If I were to look at all of the keywords in the group titled “money maker” I would notice that every single keyword contains the words “money” and “maker” in it. This means that if I were to add the words “money maker” into my text ad’s title, the phrase “money maker” will always be bold when my Advertisement is seen on Google. This is because every keyword in my AdGroup has the words money maker in it.
So what should you do? You should add this word (or words) somewhere in the title of your text ad. Most of the time this word is the same as the title of the keyword group Google created.
So for my “Money Maker” AdGroup I will want to use the words “Money Maker” in the title of my text ad so Google will bold those words which will attract more attention to my advertisement.
So here’s what my title will look like:
Online Money Maker Job
Now I just need to know what words to include in my description. Since my title talks about a job that makes money and is online, I will need to include more information about this so people will click on my advertisement. If I don’t address or give more information than the title, then my ad will appear uninteresting. So here’s what my title and description will look like:
Work At Home Job Makes Me Over
$160,000 Each Month. Limited Time.
Notice how I talk about making money online without using the same words as the title. This will seem more attractive to the web surfer because it will not seem repetitive. Also look at how I added the words “Limited Time”. This let’s the web surfer know that this may be the only time they will see this advertisement and they should click on this ad to view the offer before it expires.
Understanding the Click Through Rate
One important thing you will read and hear about a lot is your ad’s Click Through Rate (also called CTR). Your CTR is basically the number of people who click on your ad out of 100. So if 100 people see your advertisement (this is called 100 impressions) and two people click on your ad your CTR will be 2%.
Text Ads with a high CTR will increase your Quality Score. I will talk about your Quality Score later, but basically it is the formula Google uses which determines whether or not your keyword is inactive for search, your keyword’s minimum bid, and your text advertisement’s position/rank in the search results. So basically a high CTR will increase your overall position. Unfortunately, it can sometimes be very difficult to increase your CTR.
Remember, your Content Network CTR doesn’t affect your Search Network CTR. To view your Search Network CTR go to the AdGroup and click on the “Keyword Tab”. To view your Content Network CTR, go to the AdGroup and click on the “Summary” tab.
Basic Techniques That Help Boost CTR:
- Start your ad’s title with words like “How to…” or “Here’s…”. Example: “How to Sell Your House” or “Here’s Discount Laptops”. If you try hard enough you can start any title this way.
- If possible, try to start your title with a verb to help make a statement. Example: “Download Unlimited Music” instead of “Unlimited Music Downloads”.
- Ask a question in your title. Example: “Does Your Dog Disobey You?”
- Increase your ad’s position by raising your Max CPC
- Include keywords in your Advertisements title or description
- Always test new text ads to help find which advertisements generate the highest CTR.
Now that you know about Click Through Rates, you should get some basic information on how to create an overall very effective text advertisement.
How to Attract Attention
Here are some examples of text advertisements which will most likely get a majority of the attention from web surfers.
This is an example of the “How To” title, which I mentioned earlier.
| How To Choose Cat Condos Don’t buy cheap unsafe cat condos for your Pets, find one they’ll love. |
Anther way to get great attention is to shock the web surfer by going against what he/she is thinking. You will usually want to use the shock phrase in the Title, and then once they see the title they will naturally read another part of the advertisement. This “other part” is where you will need to convince them to click on your ad. For those of you counting the number of characters, the following ad’s text will not completely fit in an advertisement. I am using this many characters to help make this example easier to understand. An example of this would be:
| Cats Hate Cat Condo’s But cats love ours because we spread Cat nip inside to get rid of bad odors. |
You can also grab their attention by asking them a question. By doing this, they will want to click on your advertisement to find the answer.
| Will My Cat Like A Condo? Most cats ignore their cat condos So why does every cat love ours? |
Notice how the descriptions in the Cat Condo examples I gave also reassure the user. They tell the user that the condos are safe and that the cat will enjoy the condo.
Here are some examples of my real life Text Advertisements:
Notice that all of the text advertisements have the first letter of almost every word in the title capitalized to attract more attention to the text ad. These text ads are nearly two years old, but today these text ads would also have the first letter of almost every word in the description capitalized.
After you finish writing your ads you will want to make sure that Google automatically optimizes your text ads so the ads with the highest CTR receive the most impressions.
Incase you haven’t already done this (I mentioned how to do it earlier in the guide), you can do it now by going into your Campaign settings and check “Optimize: Show Better Performing Ads More Often”.
You may hear that having this option checked can hurt your overall CTR. The reason being that since your advertisements are each displayed equally at first, there is a chance that an advertisement which usually performs poorly can receive a random click. If this is the case then Google will think that advertisement is performing better than the other ad’s, and Google will display that ad more often. Even though this may be true in some cases, it doesn’t usually happen. In my experience Google has done a very good job in determining which advertisement to show the most.
Unless you are strictly testing two separate advertisements against each other and you want to run each ad exactly 50% of the time, then I would recommend having the “Automatically optimize ad serving for my ads” checked.
You will need at least 2-3 different text-advertisements per AdGroup, make sure that they are each different. After three days (it may need to be more or less time depending on the amount of traffic you are receiving) compare your results between the text ads and delete the poor performing ones and replace them with newer text advertisements. Keep doing this until you are satisfied with your CTR results.
Making Text Ads More Profitable…
Most of the time people think that you can just create an AdGroup and check on it one or two times to see if it’s profitable or not. If it’s profitable people leave it and don’t mess with it, and if it’s not profitable people will either pause it or delete it. In this section you will learn how to make all of your AdGroups more profitable, even if they are already profitable or far from being profitable by just adjusting a few settings in your campaign.
Before you can start to use and implement these techniques you will need to have conversion tracking enabled and working in your Google AdWords account. If you don’t have conversion tracking enabled you will just be adjusting these settings in your AdGroups at random because you will not know which AdGroups need it or not and there would be a good chance that you could be editing a profitable AdGroup making it less profitable. So before you continue, make sure you have conversion tracking enabled and working in your AdWords account.
Little Tricks of the Trade…
Of course you can’t be an online advertiser for as long as I have been without learning tricks and techniques that allow you to make any AdGroup, Campaign, or Account profitable…so here they are:
Adding Certain Words in Your Text Advertisements:
As you should and probably know by now, the words in your text advertisements are very important. They can cause your Ad’s CTR to drastically increase or decrease, they can increase your sales or refunds, and they can even cause your account to get banned by Google.
If you have the right words in your text advertisement they can make your ad extremely profitable…and of course this is what I’m going to show you how to do.
Making All Text Ads More Profitable
Let’s face it, the reason text ads are unprofitable is because you’re spending too much money in advertising to get a sale. The only way you can spend too much in advertising is either because your keywords bids are too high (we talked about this earlier) or because you’re receiving too much traffic that’s not buying your product.
There are two types of people who click on text advertisements in Google. One type are those who are looking to buy something and the other type are those who are just browsing or want to get something for free. You only want the first type of people to click on your text ads, which are the people who are looking to buy something. So how do you only get people who want to buy your product to click on your text ads?
Here’s what you can do:
- Remove all words in your text ad that cause people to click on it. These words include: Download, Free, Warning, Try, Sale, Wholesale, etc. Using these words will cause a lot more people to click on your text advertisement who are not looking to buy your product.
- Don’t use Dynamic Keyword Insertion.
- If your text advertisement is just a little unprofitable then add words like: Buy, Order, Purchase, etc. These words tell people that they are not going to get anything for free and it will cause less people to click on your advertisement who don’t plan to buy anything.
- If your text advertisement is really unprofitable then you will need to add your price in the advertisement. Be sure to include your currency sign (in the US this is the $). Including the actual price in your advertisement will do two things. First, it will tell people not to expect to get any free information off of your page, so it will stop people from clicking your advertisement who don’t plan on buying anything. Second, it will stop people from clicking on your advertisement who want to see what your price is. This means that everyone who clicks on your advertisement will know you’re not giving away freebies and they know what your price is, so that means they are actually interested in purchasing your product.
What If Your Text Ad Has A Very Good Conversion Rate…
If you’re lucky enough to have a text advertisement that is converting very well (I usually consider this over 2-3% conversion rate…that’s a sale for every 30-50 clicks), then I recommend you take advantage of this opportunity while it lasts.
This means you should try to get more traffic to your text advertisement.
Here’s What You Should Do:
- Make sure all of your keywords are displaying on the first results page. The first results page is rankings 1.0 – 8.0. Don’t aim for the #1-3 positions, these are very expensive and don’t offer that much more traffic (In My Experience).
Be A Smart Advertiser
Here’s a Question…Would you rather:
- Sell $100,000 online each week and spend $89,392.83 in advertising
- Sell $22,000 online each week and spend $10,192.96 in advertising
Becoming successful online isn’t about how much money you can sell each day, it’s about how much profit you can make. By the way, the correct answer to the question above was B. If you chose the letter A, you would make $10,607.17 profit each week, and if you chose the letter B you would make $11,807.04 each week. That’s a $50,000 per year difference.
That may have not been a difficult decision to make right now, but if you were having $100,000 deposited into your bank account every single week, just the thought of having that number dropped to $22,000 would worry you even if you knew you would make a little more profit.
Dynamic Keyword Insertion
Google also has an uncommon feature that may be useful for writing text ads. This feature is called “Dynamic Keyword” insertion. This is where you can put a piece of code into your text ad (either in the title or the description), and whenever someone types in a keyword, the keyword they entered would be displayed where that code is.
Here is the code:
{keyword: default title} – Put this into your text advertisement to make the keyword the searcher types in appear in your ad in all lower case. The “default title” I have entered next to the code is what will be displayed if the web surfer’s keyword is too long to fit into the title.
If you want for the keyword to appear in all capitals then use the following code: {KeyWord: Default Title}.
Here is an example of this in action.
Lets say you are selling Cheese and you specify the following for your title to display “Free {KeyWord: Cheese}”
| Web Surfers Search Phrase | Your New Title |
| swiss cheese | Free Swiss Cheese |
| Cheese coupons | Free Cheese Coupons |
| Cheese tastes good to me | Free Cheese |
Sometimes people have a little bit of confusion with dynamic keywords. For example:
{KeyWord: example}
When you insert this into your advertisement, you do not change the “{KeyWord:” part at all. You keep it this way. The only part you change is the text which comes after the “{KeyWord:” part. This text is not the keyword you want to the dynamic setting to be applied to, because it will be applied to all of the settings in your AdGroup. Instead it is what will be displayed if the users search term is too long to fit into the title/description of your advertisement.
Don’t forget, you can put text before and after the brackets “{ }”.
Benefits
The best thing about Dynamic Keyword Insertion is that you will display the search phrase in your title, and if you can do this properly it can significantly help to increase your CTR. If done correctly you can achieve CTRs of 3% or higher.
It can also allow you to advertise for trademarked terms (sometimes Google doesn’t allow this). If you do use dynamic keyword insertion to get around some of Google’s policies or rules, then you may get in trouble by Google.
Here’s how to get around trademarked terms. One common trademarked term is the word “iPod”.
So let’s say you have the following dynamic keyword code: {Keyword:MP3 Music Sale} inside your title. Here’s how your title will appear if someone searches the following keywords:
| Keyword | Text Ad's Title |
| ipod | ipod for Sale |
| ipod accessories | ipod accessories for sale |
| ipod products | ipod products for sale |
| free ipod | free ipod for sale |
| ipod review | ipod review for sale |
| free ipod accessories | MP3 Music Sale |
Disadvantages
If the user enters a search phrase that is longer than your title, then the advantages of Dynamic Keyword Insertion is useless, because it will not apply.
Sometimes confusing results can appear, which deters potential customers from your webpages.
It’s rare to see dynamic keyword insertion receiving high CTRs on contextual advertising.
Unfortunately, these reasons are why I do not recommend using this. If you have a product which this will benefit you, then I suggest trying this technique. If you use this technique, I would recommend using it very carefully.
If you’re interested in learning more information about Dynamic Keyword Insertion then I recommend watching the following video:
When you have finished writing your Text Advertisement click the “Continue” button at the bottom of the page. Google will check your text advertisement to make sure it isn’t breaking any of their guidelines. If it does they will tell you before the next page and will tell you how to fix it. If your advertisement doesn’t break any guidelines, then you will go on to the next step.
How to Write Killer Text Ads
Text Ads are extremely important, as you probably already know. The goal of your text ad is to attract everyone who wants to purchase your product and repel anyone who is browsing around clicking on text ads to kill their boredom. This can be a little bit tricky because you’re essentially trying to use the same words to attract and repel different people.
So here’s what to do.
First off, I recommend including the price of the product you’re selling in your text ads as often as possible. This is the main way to keep uninterested people from clicking on your advertisement, because if they see it costs money they aren’t going to waste their time on it.
Now, you need to focus on getting as much attention from those interested in your product as possible. Here are some facts for you to know before we continue this section:
Fact 1) - On average 25% of the clicks on Google.com are the AdWords Advertisements, meaning the 75% of the remaining clicks go to Google’s organic search results.
Fact 2) – The highest two ranking advertisements in Google’s searches receive the highest click through rates. It’s estimated that the first and second positions can receive 10% or more CTR, while the last position on the first page can receive as high as 3% CTR.
So using the information in the facts above you should know that a CTR from 3% - 10% on the first page of search results is very good and will boost your quality score. The best way to find an accurate representation of your CTR is to look at the past week/months history for that keyword. Google doesn’t just look at today’s CTR’s to determine your quality score (although more emphasis is put on the most current history). So if you have a keyword with a 100% CTR today only, it won’t help you much.
Just in case you were curious, here’s a “heat map” of a regular Google search. For those who don’t know, a “heat map” is a map showing where people look at the screen. The sections in red are where people look the most and the sections in light blue/purple are where people look the least.
Heat Map is from Marketing Sherpa
So now it’s time to get started writing killer text advertisements. I’m going to explain how to do this in a Step-by-Step fashion because that’s usually the easiest way to explain it and to understand it.
Step 1) Make sure you already have all the information you need. This includes the website you are going to advertise, the destination URL you’re going to use, and the keywords for your AdGroup. Once you have all of this information, proceed to Step 2.
Step 2) Check Out Your Competition – Before you even start writing your text advertisement, you will need to take a look at the advertisers you will be competing against. I mean, you wouldn’t open a restaurant without looking at the other restaurants in the area would you?
To do this go the Google’s Ad Preview Tool by clicking on the link below. (Google’s Ad Preview Tool is great tool to use when searching for your own text advertisements. Searching for your own ads in Google can hurt your campaign’s performance because you’re adding impressions without any clicks. So to get around this, use the Ad Preview Tool. It allows you to search for your advertisements as much as you want and it won’t affect your or your advertiser’s accounts in any way.)
https://adwords.google.com/select/AdTargetingPreviewTool
Now that you’re at the Ad Preview Tool, go to the Google AdGroup you’re going to create the text ad(s) for. Each of your AdGroups should have a common keyword theme, so each of your keywords should be fairly similar. Start off by entering one of the keywords in the Google Ad Preview Tool and search for the results. When you’ve done this look at the text ads other advertisers are using. Make notes on the text ads that catch your attention.
Step 3) Beat Your Competition – Ok, you’ve seen your competition. Now you just need to figure out what you need to do to beat them. This shouldn’t be too difficult since most online advertisers are novice at best with writing text ads. In the following examples I’m going to write a killer text ad for the keyword “dog barking”.
First off, you should know that whatever words the web surfer types into Google’s search bar is bolded in your text advertisement. So you want your text ad to have as many similar words as the web surfers search query as possible. You will want to take advantage of this as much as possible, without going overboard. Bolded words will draw attention to your advertisement. You should also know that Google will bold different versions of the same word. For example, if someone searched for “stop dog bark” here are the words that would be bolded in the text ad:
| Keyword | Stop | Dog | Bark |
| Bolded Words | Stop | Dog | Bark |
| Bolded Words | Stopping | | Barking |
| Bolded Words | Stops | | Barks |
If you look at the example above, you should realize that the words “Stopping” and “Barking” will be bolded if the web surfer searches for “Bark” or “Stop”. “So, what’s the big deal” you might ask? Well, “stopping” is 4 characters longer than “stop”, which is four more bolded letters in your text ad.
What else can you get bolded in your text ad? Another thing 80% of all advertisers overlook is putting a keyword in your display URL. How do you do this? Well if the display URL is PetsMart.com, change it to PetsMart.com/barking. Google isn’t too picky on this, they just say “make sure the display URL is valid and goes to the same domain as the destination URL”. If you’re concerned about doing this, most websites will have a default error page, which means if a page doesn’t exist it will redirect the user to a live page of the website. As long as it doesn’t go to a 404 Error page, you’ll be okay.
Now that you know how to beat your competitors by having more bolded words in your text advertisement, it’s time to learn how to beat them at writing catchy, attractive, and unavoidable text ads.
The second best thing you can have to bolded words are attention getting words, phrases, and sentences.
Here’s a list of words that attract attention just by themselves. Use these words in any of your text ads and you will see an improvement in click through rates. The number at the top of each group of words is the number of characters in that word.
| 3 | 6 | 7 | 8 | 9 | 11 | |||||
| Big | Action | Amazing | Approved | Amazingly | Astonishing | |||||
| new | Better | amazing | Colorful | Authentic | Fascinating | |||||
| now | Direct | at last | Colossal | Beautiful | HighVoltage | |||||
| Odd | Easily | Bargain | Complete | buy today | Immediately | |||||
| YOU | Expert | Booming | Critical | Delivered | Informative | |||||
| Famous | Crammed | Discount | effective | Instructive | ||||||
| 4 | How-to | enhance | discover | Essential | Interesting | |||||
| easy | Latest | Extreme | Discover | Excellent | littleknown | |||||
| fact | Lowest | Fortune | Endorsed | Exclusive | Outstanding | |||||
| fast | Proven | Genuine | Enhanced | Explosive | Sensational | |||||
| free | Scarce | Helpful | Enormous | Ingenious | Spectacular | |||||
| Free | secret | Highest | Exciting | instantly | Unsurpassed | |||||
| Full | Secret | Immense | Gigantic | Practical | You need to | |||||
| Gift | Secure | improve | Greatest | Profusely | ||||||
| Huge | Strong | Instant | Improved | Revealing | 12 | |||||
| Love | Sturdy | Intense | In-Depth | Stratling | breakthrough | |||||
| Mega | Tested | Largest | Lavishly | Unlimited | Confidential | |||||
| Rare | Tricks | Liberal | Lifetime | Wonderful | dramatically | |||||
| sale | Unique | Limited | powerful | Electrifying | ||||||
| save | Urgent | lowcost | Powerful | 10 | Irresistible | |||||
| tips | Useful | Mammoth | Reliable | Absolutely | Personalized | |||||
| Warm | Wealth | Miracle | revealed | Affordable | Professional | |||||
| Popular | save 50% | Appetizing | Step-By-Step | |||||||
| 5 | Quality | Security | Attractive | Trailblazing | ||||||
| Bonus | Quickly | Selected | Guaranteed | |||||||
| cheap | Reduced | Shocking | Guaranteed | 13 | ||||||
| First | Secrets | Sizeable | Highprofit | Controversial | ||||||
| learn | Special | Superior | Incredible | Extraordinary | ||||||
| Lucky | Strange | Terrific | Innovative | free shipping | ||||||
| Magic | unknown | Invaluable | Noholdsbarred | |||||||
| Noted | unleash | Phenomenal | revolutionary | |||||||
| Novel | Unusual | Pioneering | special offer | |||||||
| Sense | Profitable | Super Tactics | ||||||||
| Suave | Refundable | TimeSensitive | ||||||||
| Weird | Remarkable | Unconditional | ||||||||
| Simplified | Unforgettable | |||||||||
| Successful | ||||||||||
| Surprising | 14 | |||||||||
| Tremendous | Download today | |||||||||
| Unbeatable | ||||||||||
| Undeniably | 17 | |||||||||
| Unparalled | Proven Techniques |
The above is my private list of words, I didn’t get them from anywhere else, so please don’t share them.
Extra Tips and Tricks – Before you start writing killer text ads, here are a few extra tips and tricks you should know before writing your advertisements.
Tip 1) Telling your customer what to do. Sometimes text ads will tell the customers what to do, like they will say something like “you need this if”. A lot of times text ads that do this have a lower click through rate, but they usually receive a higher conversion rate.
Tip 2) Using unique characters can help. Ads that use characters that aren’t usually send on Google’s search results will get extra attention. Be careful not to overuse this tip because too many characters can be a bad thing. Here are some good characters to use: “ “ - ? ‘ & / … ® © ™
Tip 3) Google doesn’t mention this, but they favor AdGroups that have 3-4 different text ads running.
Tip 4) Try using a call to action phrase if you have enough space. A call to action phrase is something like “Download Now”, “Buy Today”, etc.
Tip 5) Be unbelievable. Make near unbelievable claims in your text ad (keep it legal and realistic) to attract major attention. For example, you could say “Make $5,000 In One Hour”.
Tip 6) Repetitive is not always good. Unless you’re wanting the bolded words, don’t repeat text. Look at the example below and decide which ad looks better:
Keyword Dog Barking
| Before | After | ||
| Stop Barking Dogs | "Stop Dog Barking Secret" | ||
| Train your dog or your neighbors | Proven Expert Tips & Tricks End Dog | ||
| dog to stop barking. Guaranteed. | Barking Problems in Days Guaranteed | ||
| www.shopfromyourhome.com | ShopFromYourHome.com/barking |
Keyword ClickBank
| Before | After | ||
| Clickbank Got Me Laid | ClickBank Secrets Exposed | ||
| I make so much money with Clickbank | Revolutionary Top-Secret ClickBank | ||
| that I'm forced to pay for hookers. | Strategy Made Me $2,000 Last Hour. | ||
| TheRichJerk.com | TheRichJerk.com/clickbank |
Keyword Guitar Lessons
| Before | After | ||
| Learn Guitar | Play Guitar in 30 Minutes | ||
| Stop Dreaming About Playing Guitar | Amazing Step-by-Step Guitar Lessons | ||
| 30 Days Is All You Need. Begin Now! | with Explosive Results - Start Today! | ||
| www.GuitarTips.com.au | GuitarTips.com.au/guitar-lessons |
The best thing to do to write awesome text ads every time is to practice creating a different text ad each time you make a new AdGroup. Don’t get lazy and use the same words and phrases over and over again in all your new AdGroups. Instead make each text ad completely different from every other text ad within that AdGroup (and don’t overuse the same ads within your campaign). If you do this you will quickly find what works.
Finishing Up
Remember, when creating your text advertisements you want to make sure that your affiliate URL is working and it is entered correctly in the destination URL of your advertisement. Even I’ve had times where I’ve accidentally entered the wrong destination URL in the advertisement.
After you’ve checked over your text advertisement and it’s the way you want it, click on the button to continue.
Entering Your Keywords
Now you will be at a page that asks you to enter the keywords you’re going to advertise with. This should be easy for you to do since you already have the keyword list you’re going to use saved on your computer. But before you copy and paste those keywords into your AdGroup you will need to learn about keyword match types.
Keyword Matching Options
I recommend watching the following video by Google that explains keyword matching options:
Google uses four different keyword matching options to make your keyword searches more specific. There is usually a bit of confusion over these keywords, especially for AdWord beginners, so read over this carefully. The four keyword match options are Broad Matched, Phrase Matched, Exact Matched, and Negative Matched.
Broad Matched – ex. keyword. The keyword is entered without any modifications.
Broad matched keywords are the most common type of keywords used by advertisers. They usually bring in the largest amounts of traffic, but generally don’t have the highest conversion rates because they are so broad. Basically if you add a keyword into the keyword box, then that keyword is broad. According to Google, Broad matched keywords display your advertisement whenever a single word within the key phrase is searched. For example, if your keyword is “funny Simpsons movie” then your advertisement will be displayed when someone searches for “funny”, “simpsons”, or “movie”. Google says that your advertisement will also be displayed if someone uses a search phrase which contains any one of those terms, for example – “that was funny”, or “I like movies” will also display your advertisement. Even though Google says that your advertisement will display for all of those irrelevant searches, I have found that your advertisement will 99% of the time only be displayed if most of the search term is similar to your keyword, such as “Simpsons movie”, or “funny Simpsons”. I would recommend making a broad matched copy of every keyword you have, because broad matched keywords are mainly what Google’s Contextual Advertisement analyzes when they place your Ads on other websites (I will talk more about this later).
Phrase Matched – ex. “keyword”. Keyword is within quotation marks.
Phrase matched keywords are displayed only when your keyword(s) appears inside their search phrase in order. For example, if your keyword is “red shoes”, your advertisement will be displayed on searches for “green or red shoes”, “colorful red shoes”, but it will not be displayed for searches for “red or green shoes”, or “red colorful shoes”. You see, when you are using phrase match, your Ad will only be displayed when your keywords are next to each other in the web surfers search phrase. Phrase matched keyword performance is in between Broad Matched and Exact Matched. They usually give you more traffic than Exact Match, but less traffic than Broad Match. They usually give you higher conversion rates than Broad Match, but not as many as Exact Match.
Exact Matched – ex. [keyword]. Keyword is within brackets.
Exact matched keywords do what they say. They are only displayed if the user wants to search for a keyword that is exactly the same as one of your keywords. Exact match keywords usually don’t receive many clicks, but they usually have the highest conversion rates.
Negative Matched – ex. –Keyword. Keyword has a minus sign in front of it.
Negative Matched keywords may be a little confusing, but they are good to use if you are advertising for a product with a popular name that has several other completely different products. Negative Matched keywords purpose is to allow people to filter their keywords from certain searches which will not give them good results. Here is an example. Let’s say someone was advertising for Pepsi Cola and one of their keywords was “cola”. Then that person would not expect many sales from people who searched for Coca-Cola, so to keep their advertisement from being viewed by anyone who was searching for Coca-Cola products, they would add the negative keyword –coca to their keyword list. When they did this their advertisement would show anytime someone searched for Pepsi or Cola, but it would not show if anyone typed the word “cola” into their search phrase.
Examples for Broad, Phrase, & Exact matched keywords
This is when Google says your keywords will show:
| Users Key phrase | Broad Matched keyword | Phrase Matched keyword | Exact Matched keyword |
| red shoe | "red shoe" | [red shoe] | |
| tennis shoes | not displayed | not displayed | not displayed |
| red candy tastes good | displayed | not displayed | not displayed |
| I hate red shoes | displayed | displayed | not displayed |
| red Nike shoes | displayed | not displayed | not displayed |
| red tennis shoes | displayed | not displayed | not displayed |
| red shoes | displayed | displayed | not displayed |
| red shoe | displayed | displayed | displayed |
When actually this is when they will really show:
| Users Key phrase | Broad Matched keyword | Phrase Matched keyword | Exact Matched keyword |
| red shoe | "red shoe" | [red shoe] | |
| tennis shoes | not displayed | not displayed | not displayed |
| red candy tastes good | not displayed | not displayed | not displayed |
| I hate red shoes | displayed | displayed | not displayed |
| red Nike shoes | displayed | not displayed | not displayed |
| red tennis shoes | displayed | not displayed | not displayed |
| red shoes | displayed | displayed | not displayed |
| red shoe | displayed | displayed | displayed |
When you read about Broad Matched keywords, Google makes you think that they will appear any time someone’s search phrase contains one word in your keyword. This is not true, I have found that most of the time the keyword will only appear when some searches for that keyword.
Benefits of Keyword Matching
You may be thinking, “So why would I want to use keyword matching…it sounds really complicated?”. The main advantage of using keyword matching options is that you reach 100% of your potential customers.
You may think, “But broad matched keywords will cover both phrase and exact match types, why should I use anything other than broad match?”. That is true, but broad matched keywords are designed to show your advertisements for a variety of different keyword searches. Phrase and exact match are designed to show your ad for more specific searches. Think about it. If you have a 6 competitors with the broad matched keyword “Motorola cell phone”, but you have the exact match keyword “Motorola cell phone”, whose advertisement do you think Google will display first. Well, Google doesn’t directly say “We display exact matched advertisements over everything else”, but Google does say that they give the most targeted and appropriate text advertisements a higher quality score, and I can say that phrase and exact matched keywords are more targeted than broad matched.
So basically keyword matching options give you more traffic, higher quality scores, and higher profit rates.
I recommend you watch the following video below by Google. It will help to further explain the benefits of Keyword Matching Options.
Wrapping Your Keywords
When you wrap your keywords (so each keyword is broad, phrase, and exact match) you’re not going to need to type out each keyword and add quotations and brackets around each keyword. Instead there is a much easier way by using a free tool that will do this quickly for you. To access this tool go to http://www.mikes-marketing-tools.com/cgi-bin/adwrapper.cgi
To use this tool simply copy your keywords in the text file (you can do this by highlighting all of your keywords and right clicking on them and select “Copy”) and then paste (right click in the text box and select “Paste”) them into the text box titled “Enter Keywords” in the keyword wrapping tool. Now click on the button titled “Wrap AdWords” and you will see the four boxes below the “Enter Keywords” box fill up with keywords.
Since we have already grouped our keywords, we will not need to worry about using any grouping features. One of the four text boxes that filled with keywords is titled “Broad, “Phrase”, & [Exact] Match”, this is the box that we will get all of our keywords from. To get your keywords from this box click on the button above the box titled “Copy”. This will copy the keywords to your clipboard.
Finally, Adding the Keywords to your AdGroup
When you’ve wrapped the keywords in your keyword list (remember negative keyword wrapping isn’t necessary) it’s time for you to add the keywords to your AdGroup. This is probably the easiest part, because all you need to do is highlight all the keywords, copy them, and then paste them into the keyword area in your AdGroup setup page.
Finishing the AdGroup Setup
When you’ve added the keywords to your account, you’re pretty much done with your AdGroup setup. All you have left to do is to set your advertising budget and then save your AdGroup.
Setting Your AdGroup Budget
After you’ve submitted your keywords, you will be at a page that asks you what your Max CPC is as well as your max daily advertising budget. I usually enter anywhere from $0.05 - $0.15 per click for my max keyword bid and I recommend starting off with a max daily advertising budget of $8-$10 per day. This way you don’t need to worry about spending more money than you’re making because the most amount of money a mistake can cost you is $10.
Make sure you enter your max CPC bid correctly. For example, in the USA we separate our dollars and cents by a period (ex $100.00), but sometimes other countries separate their dollars and cents by commas (ex 34,94). If you enter your currency incorrectly Google will remove it from your bid. So if you live in the USA and you accidentally enter a bid of $0,20 rather than $0.20, Google will remove the comma making your bid $20! This has actually happened to me once when I was multi-tasking and in three days a campaign I wanted to spend maybe $20-40 on ended up costing me $6,000. If this happens to you, contact Google immediately and they will issue you a credit. In my case they gave me back $3,000. But by setting a maximum daily advertising budget of $10 per day, you will avoid a simple mistake costing you as much money as it did me.
Creating Additional Text Ads
Hopefully your AdGroup setup went flawlessly and you now have low minimum bids for your keywords (low bids in my opinion are minimum bids $0.15 or less) and they are all active for search. If just a few of your keywords are inactive, either pause the keywords or delete them. I don’t want you to start raising bids to activate keywords just yet because you don’t know if that will help or damage your account.
I know some of you may have hit a wall and more than a few (or all) of your keywords are now inactive for search. If this is you, don’t worry because I will tell you what to do. If your keywords are inactive for search go to the section titled “My Keywords Are Inactive for Search”, this section is later in the guide so you may need to go to the table of contents to find it.
If your keyword statuses are “Ok” or “Great” then it’s time for you to create some more text ads for your AdGroup. To do this, just go to your AdGroup and click on the “Text Ads” tab. This will take you to a page where you can click on a link to “Create a new text advertisement”. I recommend having at least 3-4 different text advertisements in each of your AdGroups (I usually have one text advertisement that uses dynamic keyword insertion), because this is what Google recommends. You should know how to create awesome text ads by now, if you need a little help, just review the section titled “How to write killer text ads”.
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