adsense - PDF by AbderrahmaneSchweinsteiger

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Chapter                Topic                Page
  0            How to Use this Book          4
  1       How To Make (More) Money With      7
                 Google AdSense

  2         Getting Started With Google      11
               As Easy As 1 - 2 - 3 !

  3       How To Tweak Your Ads To Make      16
                   Them Click

  4        Using Colors To Increase Your     22

  5        How To Maximize Visibility And    31

  6             Controlling Your Ads         41

  7        Catch Fickle Visitors With The    47
                Google Search Box

  8               Building Content           52

  9       Response Tracking: Your Hidden     64
               Pot Of AdSense Gold!

  10      How To Make AdSense work With      81
               Internet Communities

11   How To Read Your Visitors Like A    85

12   What To Do Before You Apply To      90
            Google AdSense

13    Recommended Resources: Try         96
     These Tools And AdSense Utilities
            (Some Are FREE!)

14   Keeping Track Of What Works —       101
      And What Doesn't Work — For

15    Other Pay-Per-Click Programs       107

16    Getting Traffic To Your Website    110

17     Search Engine Optimization        115

18             Case Studies              122

                Conclusion               128


Dear Reader…
Thank you for buying this second, expanded edition of "What Google
never told you about making money with AdSense: 3 Steps to Higher
AdSense Income"!

This is an advanced book about Google AdSense. In writing this book I have
assumed that you, the reader, have a basic knowledge of AdSense.

Don't let that scare you, because this book is fairly simple to understand.
However, if you are new to AdSense, you might want to check out Google's
AdSense Support Pages or occasionally refer to their online Glossary.

I have tried to keep this book concise and very focused on the objective of
increasing your AdSense income. In this book you will find hands-on
solutions to many of the concerns and challenges faced by content publishers
in their quest to attract targeted traffic, improve content relevance and
increase responsiveness to AdSense ads — using easy and legitimate
techniques that have worked for me and many others.

No matter what type of website you have or the nature of your content, you
will find hands-on ways to increase your AdSense income.

Through the pages of this book, I will teach you the exact-same techniques
that I used to create a TEN-FOLD increase in my AdSense earnings — almost
overnight! Techniques that you can apply yourself and see real results.

To those of you expecting a fat Dummies-style book with entire chapters
devoted to "What the heck is AdSense?" or "A brief history of contextual
advertising" this slim manual might come as a bit of a surprise. But there's a
reason for that. And the reason is that I don't want to lose you before you
get to the real meaty parts. I will disclose, for the first time, my proven step-
by-step techniques to increase your AdSense click-throughs.

Isn't that the real reason you bought this book?

If so, you won't be disappointed.
I don't want to hide these golden nuggets of wisdom under piles of fluff that
you can read for free on the Internet. In fact, if you want to brush up on the
basics, there's nothing like Google's own quick guide to AdSense, available

You might want to print it out into and have it handy. Refer to it often, or
whenever in doubt. Why pay for free content! Get the basics direct from

That doesn’t mean that there’s nothing in this book to help beginners though.
In this revised edition, I have added a short section at the beginning for
people who are just getting started. If you don’t have a website, I’ll tell you
how to build one, get it online and start earning with AdSense fast. If you’re
already online and using AdSense — but want to know how to use it to earn
much, much more — you can just skip straight past those pages and dive
right into the gold! That’s because getting set up with Google AdSense is the
easy part. The harder part is making real money with it. And that's where
this book comes in!

Readers of my first edition frequently send me email, asking questions such
as “Where can I find free content?”, “How can I optimize my pages for the
search engines?” and “How can I get traffic to my site?” As a result, the
expanded edition contains chapters on search engine optimization, traffic
acquisition, content writing, ad formats and a whole host of other useful
techniques that you can implement and feel the results in your pocket right

I guarantee you will find insights here that you wouldn't find anywhere else.
My AdSense story — right from the sluggish $3/day times to the explosive
$600/day — when AdSense pays off my mortgage, car payment, cable (and
a whole lot more actually)… has taught me a great deal about how to make
my web pages more profitable.

Every page is bursting with hard-to-find AdSense tips, tricks and proven
strategies - gleaned from successful publishers who have very generously
shared their money-making ideas with me.

Read. Apply. And don't forget to report your results!

Drop me an email anytime at       I like to see
these ideas 'at work'!
In the rapidly evolving world of contextual advertising, your unique problems
and real-life results will help subsequent editions stay current and useful. I
appreciate your inputs!

Yours for more AdSense Profits,

Joel Comm

Chapter One

How To Make More Money With Google AdSense

Google wants a slice of your traffic. And they're willing to pay big bucks!

For those who have been complaining of high traffic and low sales, there's
simply no better way to cash in on those hard-earned visitors to your web

AdSense makes it so easy!

There's no complicated software to install, no need to scout for affiliates,
nothing to buy and no need to even have a merchant account. So…

Why isn't everybody doing this? More importantly, why isn't everybody
making the most of it?

It's "Hidden Money"

"Seeing is believing", they say. Most webmasters love to obsessively track
their visitors, earnings and CTR's several times a day. They love to see
what's there, but they often miss what can be.

AdSense doesn't give you ultimate control over which ads are served, how
the ads are rotated or what each click is worth. That's a good thing, because
it's hands-free income. (It does give you some control though, and I’ll tell
you how to use those controls in this book.)

But many webmasters still think that once you've stuck the AdSense code on
your page, there's little you can do except wait and watch.

Nothing could be further from the truth! Google gives you a great deal of
control over your ads, and especially their visual or graphic elements. By
tweaking these elements to your advantage, you could easily — in as little as
a few minutes — multiply your click-throughs many, many times over!

My Experiments with AdSense

I signed up with AdSense in June 2003, starting small by serving AdSense off
just a few of my pages.

By the end of the day, I'd delivered several thousand AdSense impressions —
which netted me the princely sum… $3.00. I didn’t exactly burn down the

While I didn’t see a great deal of potential based on this initial figure, I
figured it couldn’t hurt to place AdSense code on more pages. Over the
period of a couple months, I increased my impressions 25-fold, but the clicks
just weren’t happening. That was when I hit my lowest point as an Internet
publisher. My click-through ratios were so bad, I needed thousands of
visitors to net about $30 per day.

At that point, I knew something had to change — and I was going to change

It was as late as April 2004 — ten months after I signed up with AdSense —
that I had my eyes opened to what I had been missing all along. It was one
of the “Ah-Ha!” moments where I felt as though I were being hit by the
proverbial two-by-four. Immediately, I began experimenting with my Google
ads, testing various placement and colors to see if my assumptions would
hold water.

The results were fast — and fantastic!

By applying the same easy tweaks discussed in this book, I nearly tripled my
click-through rate, and my income shot up to $600 PER DAY! I still
remember that golden day in April 2004 — and for me there's been no
looking back.

From my early days of being an "AdSense nobody" to becoming a leading
AdSense guru, when a five-figure monthly income no longer surprises me…
it's been an eventful journey full of learning experiences.

Little cogs run the AdSense machinery!

It's easy to get carried away when you're making so much money. But I
never lose sight of the little things that make me big money with AdSense.
Every AdSense partner — however big or small — knows that at the end of
the day, it all boils down to one thing: stats! Your AdSense stats might not
be amazing to start with, but make it a habit to go through it with a fine-
toothed comb. As you start making sense of those 'little numbers'… the big
checks with follow!

Fig. 1.1 Stats are the holy grail of Internet Marketing. This is a real, recent
screenshot of my AdSense stats page. You can see what I'm making daily, but
specific details such as CPM and CTR have been blacked out in keeping with Google's
terms of service.
Hitting the AdSense Jackpot!

As you can see, today AdSense takes care of my car payment, mortgage,
cable bills and a whole lot more besides.

Aren't you dying to know…

WHAT was it I did to AdSense — and my website — that turned it overnight
into a cash-cow on steroids?!

More importantly, what can YOU do to shoot your AdSense income through
the roof- right NOW!

My advice to you is quite simple...
Don't be passive about your AdSense income; work hard to increase it. But
before you try out that hot new idea you read about at an Internet Forum, be
sure to check out Google's AdSense TOS. Some web publishers have forever
relinquished their fat AdSense paychecks, just because they were too busy to
pay attention to something so fundamental to their AdSense survival.

I like to play by the rules and have taken adequate care to ensure that my
AdSense tips and tweaks are legit. Making what I do from AdSense, I have
little incentive to go on a rule-breaking spree and get my AdSense account

For many Internet site owners, AdSense is like the goose that lays the golden
egg. Take good care of your goose — don't slaughter it in the mad rush to
increase your AdSense income!

   2. Getting Started With Google AdSense
2.1 The Basics: Building Your Site

After the last edition of this book came out lots of people started asking me
how they can make money with AdSense. I’m always happy to help people
make the most of Google, but many of these people didn’t even have a

Here’s the facts: to make money with AdSense, you’ve got to have a
website. There’s no getting around that. The good news is that it’s never
been easier to create a website from scratch and use it to generate real

I’m going to give a brief introduction here to creating a website from the
ground up. You can find plenty more information online and I’ll tell you where
to look. If you already have a site up and running, you can just skip this bit,
head down to 2.10 and begin reading about how to improve your AdSense

2.2 Naming Your Site

The first thing your site will need is a name. That’s easier said than done
these days. All the best words in the dictionary have either already been
bought and built by developers or they’ve been bought and offered by

But that doesn’t mean you can’t create a good name and buy it for a song.
Putting two words together with a hyphen can work (like and there are plenty of good names
available if you’re prepared to move outside the world of .coms into .net and
.biz etc.

Your first stop should be to register a domain name and order a hosting plan.
One of my favorite sites to do this is Globat. They frequently offer excellent
specials, such as free or reduced hosting for a year. Click here to see their
latest offer.

Another stop is Network Solutions. This is a nuts and bolts service that lets
you hunt and buy names, order hosting plans and even submit your site to
the search engines. When you’re looking for a name, you can just toss in ten
options and the site will tell you which (if any) are available. All in, buying a
name from one of these service won’t cost you more than about $20 a year.

If you can’t find a name you like and that hasn’t already been grabbed
though, you can take a look at sites like and These are companies that buy domain names and sell them
for a profit. There’s a good chance you’ll find some good names here but
they can cost you anything from $50 to $50,000. Before you part with a
penny, think about the advantage that a good name can bring and ask
yourself if you can’t get the extra traffic a cheaper way. Often, you can. And
remember, twelve years ago no one knew what a Yahoo, ebay or Google

2.1   Choosing A Hosting Service

Your site is going to be stored on a hosting company’s server. (You didn’t
want thousands of people dialing into your computer every hour, did you?)
Again, there are lots of different options available depending on how much
you want to pay and what you need.

In general, you’ll want to make sure that you have about 50 megabytes of
space (that’s enough for 100 pages!), full statistics reporting and most
importantly, 24 hour service. If your site goes down, you’ll be losing money
every hour it’s offline. If there’s a problem with the server, you want to make
sure it’s fixed right away.

You often get what you pay for with Web hosting from “free” services that
will cost you more than you save to $200 a month for dedicated servers.
Twenty bucks a month is a reasonable price to pay and Globat and Network
Solutions both offer good programs.

2.2   Designing The Site

It used to be said that absolutely anyone could create a website. That was
true: absolutely anyone who knew HTML. Today, you don’t even need to
know that. Programs like Microsoft’s FrontPage or NVU (which is free; you
can download it at let you create sites without you
needing to know your tags from your tables. If you can use Word, you can
create a website.

You can either have fun playing with the programs and designing the site
yourself or you can hire a professional designer to do it for you.

Freelance site like can are
good places to advertise. You can invite designers to give you quotes and
pick the best based on price and talent. Be sure to check feedback and
portfolios though; a low bid is often low for a good reason.

2.3   Creating Content

In chapter 8, I talk in detail about building content and optimizing what you
write to attract traffic and maximize your AdSense revenues. There are all
sorts of ways to do that but for the moment just bear in mind that the ads
that appear on your site will depend on the content on your pages. That’s
how AdSense works: users click on the ads because they’re relevant.

And that’s why it’s not worth putting up a site just to cash in on particular
keywords. Google doesn’t like it and neither do users. If your site doesn’t
genuinely interest your visitors, you’ll find it hard to get traffic, links and
clicks on your ads.

But there are still a lot of different ways to create content very easily that
improves your income. I’ll tell you all about them in chapter 8.

It’s also worth remembering that Google doesn’t place ads on particular
types of sites, so if you’re thinking of building a casino site stuffed with
AdSense ads, you can forget about it; it’s not going to happen.

Before you build a site that contains any content that’s remotely
controversial, check out the Terms of Service (TOS) to make sure that it’s
allowed. It will tell everything you need to know.

2.4   Search Engine Optimization

Of course, once you’re up, people have to know you’re there. One of the
most important ways to do that is get yourself a high-ranking in a search

There are lots of different search engines, but only three are really
important: Google, Yahoo! and MSN. In chapter 17, I’ll talk in more detail
about improving your search engine rankings.

If you want to take a shortcut, there are plenty of companies which will make
the submissions for you and they’ll even optimize your site to get you as high
on the rankings as possible. Submit Express has a free service that you
might find useful.

2.5   Links

Your search engine ranking will depend on a number of factors. One of those
factors is the number of sites that link to yours. As far as Google is
concerned if lots of sites about model railways link to your model railway
site, that must be a pretty good sign that people who like model railways
think your site is good. So they’ll want to offer it to people who search for
model railways, bringing you lots of free traffic.

Once you’ve got your site up and running you’ll want to persuade other sites
to give you links. You could offer to exchange links and you can even set up
a page that contains recommended links so that you’ll have somewhere to
put them.

There’s a range of other strategies and services that you can use. You can
find out about those in chapter 17 too.

2.6   AdSense — Making The Money!

Once you’ve done all this, you’ll be ready to start using — and profiting from
— AdSense. The application process is very simple and straightforward.

First, you’ll have to tell Google whether you’re a company or a one-man
show. That’s important because it tells them where to send the money. (In
general, it’s better to get your money by direct deposit; Google         14
charges for express mail checks.) You’ll also have to choose whether you
want content-based ads, search ads or both. (Content-based ads are
better but I’ll tell you how to benefit from each.)

Once you’re approved, you’ll just have to copy and paste a small piece of
code into your website and you’re done!

2.7   Google Policies

AdSense works. I know it works because I’ve got the stats, the checks and
the bank balance to prove it. And all of the methods that I used to increase
my AdSense revenues are completely legitimate and in line with Google’s

That’s important. It is possible to cheat AdSense. But you’d have to be crazy
to do it. You can make so much money working within Google’s rules that to
risk getting thrown out by putting ads on pages without content or by
persuading users to click on the ads is just plain crazy.

You can find an excellent run-down of Google’s do’s and don’ts (mostly
don’ts) at The things to look out
for in particular are:

Code Modification
You have to paste the AdSense code onto your site as is. And you don’t need
to do anything else! Your AdSense account will let you play with colors and
placements (and getting those right is what will really rocket your income) so
why bother playing with Google’s HTML? It’s not necessary and it could get
you a lifetime ban.

When the ads appear on your page, you have to leave them completely
alone. You might be tempted to tell your users to “click here” or support your
sponsors but if Google catch you, they could well cut you off. They want
people to click because they’re genuinely interested in the ad. Get your
strategy right and they’ll do just that.

Google is pretty picky about where the ads are displayed. They don’t want
advertisers complaining to them that their services were being promoted on
a site that supports gambling or is filled with profanity or contains more
ads than content. If your content doesn’t come up to scratch, you’ll need a
site that does.

Prohibited Clicks
And nastiest of all are the people who either click on their own ads or create
programs to do it for them.

The bottom line is that you don’t need any of this stuff. Maximizing your
revenue within the rules is easy!

2.10 As Easy as 1-2-3!

The bottom line is that there are three ways to increase your AdSense

1. By Tweaking the Ads
   to make them more appealing to your visitors;

2. By Optimizing your Website
   for better AdSense targeting (or what the Google folks call 'content

And the only sure-fire way to get 1 and 2 right is by

3. Tracking Visitor Response.

If you don't know what works (and what doesn't work) in trying to increase
your AdSense revenue… you're shooting arrows in the dark!

The right tracking tools can reveal a great deal about your visitors and
answer fundamental questions such as what they're looking for and
what makes them 'click'. Once you've figured that out, bingo! You're on
your way to big AdSense bucks!

But it isn't as straight-forward as it seems. If it were, there wouldn't be so
many grumpy people on AdSense forums, complaining about their low
AdSense earnings.

It's not that they aren't doing anything about it. They simply aren't doing the
right things.
Let me assure you that in the time that I have been using AdSense, my
earnings have only gone up — and so will yours, if you apply all my
techniques seriously.

3. How To "Tweak" Your Ads To Make Them "Click"!

3.1 Ad Formats: "Dress" your ads for success!

How would you like your ads served? Banners? Skyscrapers? Rectangles?
Squares? What about borders and background colors?

The choices can be overwhelming. Many people let Google decide for them-
preferring to stick with the default settings. Big mistake! From my own
experience I can tell you that it's like swapping a hundred-dollar bill for a
ten-dollar one.

For almost one year I settled for just a tenth of what I could have been
making — just because I didn't bother to control the looks and placement of
my AdSense ads.

The various ad formats, colors and their placement on the web page can be
done in thousands of combinations. You can literally spend hours every day
experimenting with every possible combination. But you don't want to, do

Let me give you a few 'ground rules' that have sky-rocketed the CTR's on my
top-grossing pages:

3.2   Don't "look" like an ad

People don't visit your website for ads. They want good content.

If you make the ads stick out with eye-popping colors, images or borders,
that makes them easy to recognize as ads — and people work extra hard to
avoid them.

The same goes for ads that are tucked away in the top, bottom or some
other far corner of the page. So easy to ignore!

If you want people to click, make the ads look like an integral part of your

Today's visitors are blind to banners, mad at pop-ups, weary of ads and
skeptical of contests and giveaways. So how do you win their confidence?
Simple. Don't make your ads look like ads!

Here are a few simple choices that zoomed my CTRs to incredible heights:

3.3   Go for text ads instead of image ads

A text ad offers many advantages over image ads:

A. With the right formatting, a text ad 'blends in' with your site content. An
                  image ad will not give you the same freedom with its
                  appearance, as the only thing you can play with is the size
                  and positioning.

              B. You can squeeze more text ads into the space that a
                 conventional banner takes. People love to have more

              C. Properly formatted text ads don't look like clutter. Banners

              D. People hate banners and avoid them at sight. Many tests
                 confirm that people are much more receptive to text ads
                 related with your content.

Fig 3.1 This banner ad stands out, but will it get clicked? Dave Taylor, best-selling
technology writer and AdSense partner, stands up for text ads in this article at:
You can read more of his AdSense articles on this page.

To compare the look and feel of the different ad formats, there's nothing like
Google's official AdSense guide at:

3.4 The Best Performing Ad Size

So you’ll want to use text ads and you’ll want them to look like anything but
an ad. But you’ll also want them to be a particular size. Which size is that?

336 x 280 – the Large Rectangle.

Why should you choose the 336 x 280 ad block? Simple. It gets the most
clicks! My studies have shown that this format looks most like real content
added to a page. I’ve dabbled with every size Google offers and this is the
size that consistently has the best results. Other people have told me the
exact same thing. That’s all I need to know!

Second best is the 300 x 250 – The Medium Rectangle.

This ad block size is really useful when you went to have two sets of ads side
by side. They fit on most web pages just perfectly!

I would also recommend using the 'wide skyscraper', text-only ads on the
right hand edge of the screen — in conjunction with the 3-way matching I
talk about in chapter 4.

If you think about it, nearly all PC users are right handed (even left-handed
people like me control their mouse with their right hand because it's how we
were 'brought up' to use a mouse.) By placing the ads on the right hand
edge it's psychologically 'less distance' between your right hand and the

This 'closeness' in my opinion makes the user feel more comfortable and
therefore more likely to click through to a link. They feel more in control of
their visit experience.

Stay away from the 468 x 60 ad block!

One of the first things people do when they sign up for AdSense is to grab a
468 x 60 ad block.

Big mistake.

I have a theory about why they do this. It’s the same theory that explains
why the 468 x 60 block does not entice clicks.

Most site owners have the mindset that when they put Google ads on their
site, they must place the code that conforms most to traditional web
advertising. And that would be...? Yup, the 468 x 60, the ubiquitous banner
format that we have all come to know and love and... IGNORE.

Everyone is familiar with the 468 x 60. And that’s exactly why the click-
through rate on this size is very low, even among advertisers who use
images on their banners.

The 468 x 60 blocks screams, "Hey! I am an advertisement! Whatever you
do, DON'T click me. In fact, you should run from me as fast as you can!"

In all but a few special cases, I have found the 468 x 60 ad block to be
completely ineffective, and recommend ignoring it the same way your visitors
4. Using Colors To Increase Your Clicks

4.1   Design your website to Highlight AdSense

I once went to a fashion show where each model wore the exact same black
outfit for the entire duration of the show. Boring? Hardly! The show was
intended to showcase platinum jewelry, and the outfits were designed to
enhance the jewelry — instead of distracting the audience.

You don’t have to make all the pages on your website identical (or black).
But you do want to make sure that the look of your page draws attention to
the ads — and makes them appear as attractive and as valuable as platinum

Many websites have strong graphic elements that catch the eye —
usually at the expense of the AdSense units.

If you're using AdSense, be judicious in the selection of fonts, font size,
colors, images, tables and other visual aspects of your website.

Draw subtle attention to your AdSense units. Make them the stars of
your show!

Fig. 4.1 On this website, Tim Carter employs subtle design and placement to make
AdSense the center of attraction. Check it out at:

4.2   Make the border go!

You can more than DOUBLE your click-through's with this one simple

Even before the Internet, ads in newspapers and magazines were marked off
with a thick, heavy border. No wonder borders and boxes have come to
symbolize advertising messages.

Ads with prominent borders make your pages look cluttered. They distract
the eye from the ad text, while marking off the ad blocks from the rest of the

Google provides an extensive color palette in your administrative area (see
above). Use it to tweak the look of your ads to suit your web page.

With just one simple click, you can match the color of your ad's border with
the background color of your web page. When the border blends with the
background, it frees up loads of space. The page looks instantly neater and
the ads look more inviting.

Make sure you also pick a matching background color for the ad. The ad's
background must match the page background on which the ad will appear.
If the ad appears in a table, match the table background with the ad
background. The key is to blend the background and border color with the
page, so that the text looks like an integral part of your web content.

Fig 4.2 It's always easier to work with a white background. If your page background
is white, you can instantly see the results with the Example ad next to the color

Fig. 4.3 Don't forget to match the background color for your ad with the background
color of your web page. Even with a matching border, the ad in the Example above
sticks out against the white background.

4.3   Text is Design too!

That's right: the text size, font, color and the color of your ads must match
the other text elements. If the text color of the ads is the same as the text in
the body of your page, it’ll help the ads blend into the site and make the
reader feel that you’ve endorsed them.

And if the size of the font in the ads is the as the size of the main body of the
content, it will have the same effect: they’ll look like part of your site and not
something brought in by Google.

That’s the sort of blending that translates into clicks.

Fig 4.5 Format your text ads to maximize clicks! On my Blog, I have chosen to
use a 728 x 90 leaderboard at the top of my page. See more at

You can see this on my blog. I’m running a test where I’ve changed the title
color of the ads to match the color of the titles on the text. I’ve also matched
the text color of the ads to the color of the site text and the background of
the ads to the background of the page. (I could also change the size of the
font and see what that does to my CTR.)

This 3-way matching (titles, text and background) can generate excellent
click-through rates.

Too many text styles add clutter and can confuse your visitors. Instead, try
every legitimate way to make the ads look like a part of your web content.

In other words use the colors to make sure that your ads don't look like

4.4   Blue Is Best

So you want to get rid of the border. You want to get your ads the same
color as the text on the rest of your page and the background matching the
background color of your Web page.

But what about the link itself, the line the user is actually going to click?
What color should that be?

That’s an easy one: blue.

I used to say that all the text in the ad should match the text on your page,
including the link. After seeing an article about the benefits of keeping the
links blue — and testing extensively — I don’t say that any more.

The logic is that users have come to expect links on websites to be blue. Just
as they expect stop signs to be red and warning signs to be yellow, so they
expect their links to blue.

That means people are more likely to click on a blue link than a link
in any other color.

The line in your AdSense code that sets the color of your link is the one that

      Google_color_link = “#color”;

“#color” is the hexadecimal number for the color you want to use. You
should make sure that number is #0000FF.

Keep your link blue and you can experience an increase in click-throughs as
high as 25 percent!

4.5   Where did my URL go?

You can change the color of your text and you can make sure that your links
scream, “I’m a FREE road to where you want to go!”

But you still have to display the URL. It’s one of Google’s rules. But you don’t
have to display it in a way that people can see it.
One legitimate trick to make the click-through link less obtrusive is to change
the URL display color to match the text description color. Now the link will
blend in with the text description and the eye will be drawn to the hyperlink
instead of the URL. Google provides these tools for you. Why not use them?

Note that the 728 x 90 leaderboard and the 468 x 60 banner do not display
the url line by Google’s design. It is not a mistake and you will not get in
trouble for the url not appearing with these ad blocks. It’s just the way it is.

4.6   Deliberate Mismatching

When it comes to choosing colors, I recommend 3-way matching and using
blue for the links. But there is another strategy that you can use.

You can deliberately mismatch your ad colors and styles, provided you keep
it to the top of your page.

This distinction generates two powerful 'zones' and therefore two types of
experience for the visitor.

The first zone is always at the top of the first page, above the main site
banner. The titles and text colors match colors found in the banner graphic
heading. (Important — the URL links are hidden, so only certain text ads will
allow you to do this.)

The end result is that these ads, placed above the banner graphic look like
key control points for your site and are just more likely to be clicked. The
visitor feels that they are visiting the another major area of that site.

Fig. 4.6 has two zones: an ad zone at the top and a
free article beneath. Implementing this design increased their revenues FIVE-FOLD!

5. How To Maximize Visibility And Response

5.1 Ad Placement: Where to put your Ads?

Location is everything. The world's best ad won't deliver if it isn't visible in
the first place. But after much experimentation with Google AdSense, I know
that the most visible ads aren't always the most effective. In fact, they're
likely to get ignored as 'blatant advertising'.

What does work is wise placement. Put them where your content is most
likely to interest and engage your visitors.

You can create several 'points of interest' with the wise use of graphics,
tables and other layout techniques.

Once you have your visitor's attention with engaging and meaningful
content, they are most likely to read and click on relevant ads. And that is
precisely what Google wants — "educated" clicks from real prospects, not
random visits from bored people.

Here are a few simple tips to make your ads 'click'!

5.2   Go with the 'flow'

Identify the reading patterns of your visitors. What draws their attention
first? What makes them 'click'?

Like I said, you want to put your ads in areas that draw your visitors in with
interesting content. There’s no point in putting your ads in some out of the
way place where no one ever looks.

Your users will follow your content, so you need to make sure that your ads
follow that content too.

Look at the design and layout of your webpage, identify the places that you
think most of your users look — and mark that as a likely spot to put your

Google actually offers a pretty neat tool to help you identify where your users
are most likely to look. Their heat map at
sums up the options pretty well:

Fig. 5.1 Google’s Heat Map shows an “average” site’s hot spots. The darker areas are
the regions where people look most frequently. But remember, no site is average.
Where do your visitors look most?

Google says that certain areas are more effective than others. Researchers
have also found that when people look at a website, their eyes start in the
top left hand corner and then travel down the page from left to right.

All of this is true but the hottest areas can vary from site to site. You will
need to experiment to find the very best places for you.

5.3. Above The Fold

One general rule on the Internet is that people spend most of their time on a
site “above the fold.”

The first thing people do when they reach a website is to absorb as much
information as possible before they start scrolling. The part of the page that
they can see without scrolling is called “above the fold.”

That’s where you want your ads.

The number of links that appear above the fold affect how likely people are
to click on your AdSense ads. That’s why more ads doesn't always mean
more money!

Google always puts the top-paying ads on the top and the lowest-paying
ones at the bottom.

If you have a stack with three or more ads, the cheaper ads might steal
attention away from high-paying ads and clutter up your website.

You don’t want ads and links competing against each other. If you want to
increase your earnings per click, remember: Less is More! And that’s
particularly true above the fold.

Let's take a look at two sample pages:

Fig 5.2 has a search form, a featured product, category links
and AdSense ads, all above the fold.

Fig 5.3 is not the most attractive site, but notice how the only links
above the fold are AdSense ads.

Now, which of these sites’ ads do you think bring a higher click-through rate?
You guessed it. The second site has triple the click-through rate of the first
site. The moral of the story? If you want to maximize your AdSense clicks,
give your visitors fewer choices above the fold!

5.4 Using Tables

I’ve already mentioned that one of the principles of a high click-through rate
(CTR) is to make your sites blend into the page. The more you position your
sites to blend into the page, the better your click-through rate will be. One
very neat way to help your ads blend into the site is to place them in tables.

In the example below, technology guru Chris Pirillo skillfully drops his
AdSense into a <table> for a clean and attractive look that turns AdSense
into a new focal point. See out how he does it at

Fig 5.4 Note how clean the tables make the ads look.

Want to get the same results with your web page?
Dave Taylor ( shares this simple code to create a
left-aligned table containing AdSense. Just paste this code where you
want AdSense to appear.

Left-aligned table with AdSense:
<table border="0" align="left"><tr><td>
Google AdSense code goes here

Right-aligned table with AdSense:
<table border="0" align="right"><tr><td>
Google AdSense code goes here

5.5 Ad Link Units

So far, I’ve been talking about where to put your ads and I’ve recommended
above the fold, with little competition and suggested that you might want to
put them in a table. But you should also think about which kinds of ads you
want to place where.

Ad Link units let you place a box on your site that contains four or five links.
They come in sizes ranging from 20 x 90 to 200 x 90, and are really meant
to be placed on a sidebar.

Because you can place one Ad Link unit as well as three other units on the
page, you might find that the choice helps: if a user doesn’t spot something
interesting in one type of ad block, he might spot it on another.

Where Ad Links differ from other types of ads is that they only display a list
of topics that Google believes are relevant to the content of your pages. They
don’t display the ads themselves. When a visitor clicks on a topic, Google
pops up a new window with targeted ads.

It can be argued that the Ad Links are ineffective because people have to go
through two clicks in order for you to get paid. That’s right, you only get paid
for the second click (but that does mean you can check to see which ads
your users are being served.)

But it can also be argued that if someone is taking the time to click on a
topic, then they are probably very interested and are likely to click an actual
advertisement on the resulting page. Some people have found that just
about everyone who clicks on an Ad Link will click on the ads that appear on
the next page.

I have tested Ad Links on multiple sites and have seen vast differences in
results. That makes it more difficult to say whether or not they are for you.

In the first case, I placed the Ad Links on an information-based site with a
very general audience. The results were nothing to write home about. Let's
just say that you could just about buy a large candy bar with the CPM I saw.

In the second case, I placed the Ad Links on a product specific site with a
narrow audience. The results were fantastic! We're talking about a CPM that
is greater than what someone might make flipping burgers in one day.

The conclusions should be obvious. If you’re going to use Ad Links units
campaign. You need to put them:

   1. On a site with a specific field of interest. A general site will give
      you general ads — and few clicks.

   2. Above the fold with few other links. For Ad Links, this is crucial: If
      your users are going to click a link, it should be a link that gives you

It’s also a good idea to keep your Ad Link units for sites with high-paying
keywords. If someone comes to your site seeking out information or a
product on a top-notch keyword, they tend to be more likely to click as a

Let’s take a look at an example:

Fig 5.5 puts AdLinks above a list of links so that they blend into
the site.

I’ve already mentioned Chris Pirillo’s site at as an
excellent template for how to do AdSense properly. While I don't have access
to his AdSense statistics, I have watched his sites long enough to speculate
as to his success.

The center column of his page is classic AdSense placement. He is using a
medium or large rectangle with blue links, black text and subtle URL. The ads
are placed inline and right justified. People start on the left and drift to the
right. My testing has also shown that ads on the right perform best.

He is using a 120 x 600 skyscraper ad, which I usually don't recommend.
However, many people use the skyscraper ads in sidebars. Pirillo has thought
outside the box and used the white space next to his bullet points for this
page. Right justifying the skyscraper block and placing it inline is a slick

But look where his Ad Links are: in the top left column of the page, above
the fold. That means you can see Ads by Google as the first item. As long as
those AdLinks are very targeted to the content on the page, they could
generate 1%-2% in clicks. If you have the space and they fit in your
sidebar, I would test them on your site as well.

5.6 Horizontal Ad Link Units

Recently, Google introduced a new format for Ad Link Units: horizontal. This
is a huge difference. Users are reporting increases in CTR as high as 200%
using this units!

Instead of piling the links one on top of the other—which is great for putting
above lists of links but stand out too clearly when placed in text—the
horizontal ads blend in perfectly when placed on pages with articles.

Fig. 5.6 New horizontal Ad Link units are great for inserting into articles and show
very clearly which keywords your site is generating.

You can still only use one Ad Link unit per page and users still have to click
twice before you get paid but they’re definitely worth slipping into a long
article. I’d recommend that you put them either above the article or in the
middle. They’ll be too easy to miss at the bottom.

5.7   Using Multiple Ad Blocks

So Google allows you to put up to three AdSense blocks (ad units) on the
same page, as well as an Ad Link unit and a search box. What does this
mean for web publishers?

A real bonanza: you now have many more chances to hook readers with new
ads as Google will show unique ads in each ad unit!

To leverage this opportunity, look at adding new content to your high-traffic
pages. Use attractive, quick-loading graphics that encourage people to scroll
down. For example, relevant, catchy graphics could be a great way to draw
your visitors to an ad. A B2B website could run a daily cartoon strip with a
humorous take on trade news and issues. Your AdSense ads can be
positioned right underneath the cartoon, which will lend instant visibility to
the ads.

That’s a strategy that will maximize exposure to the AdSense units, leading
to more clicks and more money!

With multiple ad blocks, you can decide which ads are served in the best
place for your site.

6. Controlling Your Ads
6.1 Attracting Relevant Ads

Getting the color and placement right will help improve your click-through
rate. But neither of those will affect which ads your site serves.

In theory, Google controls the ads that appear on your site. You don’t get to
choose them at all. In practice, there are a few things that you can do stop
irrelevant ads from appearing and ensure that you get the ads that give you

The more relevant the ads, the greater the chance that a user will click and
you’ll earn money.

The most important factor is obviously going to be your content. Google’s
robot will check your site and serve up ads based on the keywords and the
content on your page.

Bear in mind that Google’s robot can’t read graphics or Flash or pretty much
anything that isn’t text. I’ll talk about content in detail in chapter 8 but for
now, remember that if you want to keep your ads relevant, you’ve got to
have the sort of page that Google can understand and use to give you the
ads you want.

6.2 Keep The Title, Directory And Headlines Relevant

How exactly Google’s robot reads pages is a secret guarded about as closely
as Coca Cola’s special syrup formula. One thing that does seem to have an
effect though is the title of your URLs and files.

When you create your pages and view them on your computer before
uploading them to the server, you should find that AdSense serves up ads
related to the name of the directory that holds the page. That gives a pretty
big clue as to at least one of the things that Google is looking at: the name of
the directory.

Actually, it’s not just the name of the directory that’s important. The name of
the file plays a big part too.

If you have a website about wedding trains and the title of one of your pages
is trains.php for example, there’s a good chance that you’ll get ads about
Amtrak and Caltrain. That wouldn’t give you many clicks. Change the name
of the file to weddingtrains.php and there’s a much better chance that you’ll
see ads related to weddings.

If you find that the ads that are appearing on your site have nothing to do
with your content, the first places to look are your directory and your title.
Make them more relevant to your content and you should find that you get
better ads.

Another place to look is your headlines. Instead of using a <font> tag for
your heading, try using the <h1> tag with headings that contain your
keywords. That should help them to stand out to the robots.

And if you don’t have any headlines at all, try adding some.

6.3    Finding Keywords

We know that Google’s robot searches websites for keywords, then reports
back and tells the company what kind of ads to send to the site. If your site
is about pension plans for example, then your keywords would be things like
“retirement”, “401k” and “pension”.

Getting the right keywords on your site won’t just make your ads relevant; it
will also help you to make sure that the ads you get are the ones that pay
the most.

There are all sorts of tools available on the Web that tell you how much
people are prepared to pay for keywords. and let you see how much people are prepared to pay, and also has a list of keywords with their prices.

Again, you don’t want to build a site just to cash in on a high paying keyword
but if you know that “401k” pays more than “retirement” for example, then it
makes sense to use the higher paying keywords more than the lower paying

See chapter 12.4 for more on finding the most up-to-date high paying

6.4 Keyword Density

You’ll need the right keywords to get the right ads. But you’ll also need the
right amount of keywords.

There’s no golden rule for the putting right number of keywords on a page to
get the ads you want. You’ll just have to experiment. It also seems to be the
case that keyword density is counted across pages, especially for high-paying
keywords. If you have a site that's generally about cars and you write a page
for car rental, a higher-paying keyword, you might find that you need to
produce several pages about car rental before you get the ads.

In general though, if you find that your ads are missing the point of your
page and that your titles are all correct, then the next step would be to try
mentioning your keywords more often and make sure that they’re all finely
focused. For example, talking about “fire extinguishers” is likely to get you
better results than talking generally about “safety equipment.”

6.5 Keyword Placement

It shouldn’t really matter where you put your keywords, should it? As long as
the right words are on the right page in the right amount of numbers, that
should be enough to get you relevant ads, right?


One of the strangest results that people have had using AdSense is that
putting keywords in particular places on the page can have an effect on the
ads the site gets.

In my experience, the most important place on your webpage is
directly beneath the AdSense box. The keywords you place there could
influence your ads.

For example, mentioning clowns in the space directly beneath the AdSense
box could give you ads about circuses and red noses!
Keeping that in mind, you could play with your ads in all sorts of ways. If you
had a site about camping for example, you might find that you’re getting lots
of ads about tents and sleeping bags, which would be fine. But if you also
wanted to make sure that one or two of your ads were about Yosemite or
mobile homes, then mentioning those keywords once or twice on the page
directly below the AdSense box could give you ads for sites with that sort of
content too.

Bear in mind though that you’ll often find that you get ads that try to
combine the main thrust of your site with the words in that keyword space
below the ad box. So if you had a site about gardening and you mentioned
“cabbages” beneath the ad box, you’re more likely to get ads about growing
cabbages than ads about cabbage recipes.

Experimenting with the placement of the keywords could allow you to control
at least one or two of the ads you receive and help keep them varied. That’s
definitely something to try.

6.6 Keyword Frames

One of the reasons that websites don’t always receive relevant ads may be
that all the navigation and other non-content words affect the way Google
reads the page. If your links and other words take up lots of space, it could
well skew your results.

One way to avoid your navigation affecting your ads is simply to create
frames. You put all of your content in your main frame and the navigation
material in a separate frame. Only the “content frame” has the Google code
(google_page_url = document.location), so your keywords won’t be diluted
by non-relevant words.

6.7   No 'Baiting'!

Often I've clicked through a 'promising' website, only to find reams of
keyword spam, interspersed with AdSense. Websites like these make
AdSense look bad.

Keyword spam may trick search spiders, but your human visitors will leave
People hate being 'baited' by a web marketer. Offer content that makes
their visit worthwhile. Address the needs and concerns of your visitors
with original content.

Quality content builds trust and loyalty — and that, in turn, makes people
want to click. Search rankings may change, but loyal visitors keep coming
back for more!

6.8 Changing Metatags

Metatags certainly aren’t what they used to be and in AdSense, they’re
barely anything at all. There’s a good chance that when it comes to deciding
ad relevance, your metatags have no effect whatsoever.

I’ve already mentioned that the title of your page will have an effect. It’s also
very likely that the description does too.

But that doesn’t mean that your metatags are completely irrelevant when it
comes to AdSense. They aren’t. They’re only irrelevant when it comes to
serving ads; they still play a role in search engine optimization and getting
your site indexed faster.

6.9 Inviting The Robot

So far in this chapter, I’ve explained some of the ways that you can tweak
your page to keep your ads relevant. But the changes you make won’t have
any effect until Google’s robot stops by and re-indexes your page. What will
generally happen is that once you upload your new page, you’ll still get the
old ads and you might have to wait some time before the robot visits it again
and you can find out whether your changes have the right result.

To get the robot to stop by earlier, reload the page in your browser, and then
again a few minutes later. Do not click on any of the ads just reload and wait
a few minutes before attempts.

You should find that you receive new ads within a few minutes.

6.10 Public Service Ads

The penalty for not getting your keyword placement and density right isn’t
just irrelevant ads. It could also be no ads at all. If Google can’t find any
relevant ads to give you, it could use your space to present public service
ads, which are very nice but they don’t pay you a penny. You might prefer to
earn money and give it to a charity of your choice rather than give space on
your site to a cause that Google chooses.

The most obvious way to beat this problem is to specify an alternate URL in
the event that Google has no ads for you. You can do this from your AdSense
account. Instead of linking to the Red Cross or whoever it may be, you’ll
receive a link to a site that you’ve pre-chosen. For example, I have set up
default ads for my 336x280 ad block.

They look remarkably like AdSense ads, don’t you think?

You can also use this space to deliver image-based ads that come from your
server. For offers that pay per action (clicks or signups), I like to use You can signup for a free account and find new ways to
monetize your unused ad space.

You can also use Google Backfill, a very neat service that allows you to select
keywords relevant to your site and display targeted ads instead of the public
service ads or your alternative URL. They’ll match your colors and styles and
split the revenue 50/50. It’s all in line with Google’s TOS and makes good
alternative to no revenue at all while you get your keywords fixed. The
service is available at

6.11 Blocking Ads

Finally, the last way to control the ads you see on your site is to block ads
you don’t want. Google gives you a limit of 200 URL’s to block, which isn’t
much. You might well find yourself burning through them pretty fast,
especially if you try to block lower paying ads in favor of the higher-paying
ones. Playing with keywords, content and placement will give you much
better results.
7. Catch Fickle Visitors With The Google Search
7.1 Finding Money With Search

What happens when your visitors can't find what they want on your website?
They might be bored, probably they're hungry for more or they might want
to refine their search. If you have a Google Search Box, you can now retain
these 'quitters' — and make money from ads they click from their search

The Google Search Box isn't just an added convenience for your visitors — it
can actually make you money!

If your AdSense ads are being ignored, add a link at the bottom of the
AdSense ads, inviting visitors to try Google search. A simple note should do
the trick. Try something like: "Can't find what you're looking for? Try Google

A Google Search box allows your visitors to specify their exact search terms,
thereby "pulling" more relevant ads to your page. Using the Search feature,
you can pull up on-demand AdSense ads at the top of the search results.

      At the bottom of the Google text ads, place a link to the Google Search
      bar, inviting readers to Search for better-targeted content and offers.
      When visitors click an ad, YOU get paid!

      You can invite users to search within the website or the entire web.
      As far as possible, use a staid gray button for the Google search
feature. It looks more believable — and legitimate! Note that Google has not
played around with its own search buttons, although the logo itself has
undergone many theme-based transformations.

Fig 7.1 The "Search" feature is an important part of content-rich websites. On my
website above, users are invited to search different threads within the website 'by
keyword' and 'by username'. Check it out at:

Google Search Boxes are getting increasingly popular with Internet Forums,
enabling users to pull up relevant text ads "on demand"!

7.2 Learn How To Add Google Search To Your Web Page!

Adding Google Search to your Web page is very easy. This Step-by-Step
Tutorial shows you how:

How to… Add Google "AdSense for Search" to your Web Page!

                                                    1. Log in to your
                                                    AdSense Account and click
                                                    the "Account
                                                    Information" tab.

                                                                 2. From the
                                                                 Information Page,
                                                                 click on "Products"
                                                                 and then the "Edit
                                                                 button to Subscribe
                                                                 to AdSense for

                                        3. Click the "Search Settings" tab 49
                                        to specify your search preferences
                                        and results. Paste the html code on
                                        your web page and start turning those
                                        clicks into AdSense cash!
7.3 To Search Or Not To Search

Putting a Google search box on your site brings advantages and
disadvantages. The big plus is that all the ads the user sees are going to be
relevant. The user chooses the keyword so the results are going to be right
in line with what the user wants.

On the other hand, that means you’ve got no control over the keywords they
choose so you can’t try to promote high-paying keywords. You have to take
what you’re given. You could have a high click-through rate but low revenues
(although there’s still no guarantee that the user will click on an ad rather
than an unpaid listing on the search results page.)

But your users will leave your site at some point anyway. Why shouldn’t you
try to make money when they do click away? Even if Search doesn’t bring
you huge amounts of money, you should still use it as an added revenue
source and to bring extra functionality to your users. I look at it this way. If
a visitor doesn’t find what they want on my site, I’d prefer that they leave
some change in the “tip jar” on the way out the door!

7.4 Home Page Searching

One way to increase your revenues from searching is to encourage your
users to use your site as their home page.

Many users have Google as their home page. If you’re offering the same
service as Google, using their search box and delivering their results, there’s
no reason why they shouldn’t be searching from your page — and giving you
revenue from the ads.

Just encourage your users, especially users with Google as their home page,
to switch to you, and you’ll be able to make the most of your search function
and your ads.

7.5 Customizing Your Search

Google lets you customize the search box to match your site in the same way
that you can customize your ad units. But a different principle applies here:

you want to prevent your ads from looking like ads; you want your search
box to look like a search box.

You can certainly make the box look like part of your site so that it looks
attractive but as I said, keep the button grey.

People trust Google to deliver results that they want. If the search box
reminds them of Google, they’re more likely to use it than go to
and search from there.

7.6 An Innovative Search Script

Bob Rankin of shares a custom-made javascript that
allows you to suggest additional search terms for your users. Note that is a
violation of Google’s Terms of Service to modify the search code. However,
this script is independent of the search code, though it does dabble with the

Simply replace ABC, DEF and GHI in the script below with whatever search
terms you wish to provide as suggestions for your visitors.

// change forms[0] to forms[n] as needed.

<SCRIPT language="JavaScript">
  function setvar(val) {

<P>Suggested Searches
<BR>Click a highlighted word below, then press the Search button.

<A href="javascript:setvar('ABC');">ABC</A> &nbsp; &nbsp;
<A href="javascript:setvar('DEF');">DEF</A> &nbsp; &nbsp;
<A href="javascript:setvar('GHI');">GHI</A> &nbsp; &nbsp;

8. Building Content
8.1 Writing Content

AdSense works better than just about every other type of online advertising
for one simple reason: the ads are relevant to the content on your page.
Users click on the ads because they find them interesting.

And they come back and click on them again because they find your content

If your site doesn’t have good content, you’re going to struggle to attract
users and links, and you won’t be able to persuade anyone to come back to
your site.

Having the right content then is crucial to having good revenues with
AdSense. It’s also crucial to the relationship you have with Google’s indexing
mechanism. Remember, Google is a search engine first and foremost. Their
purpose is to provide the web user with the best search results for the terms
they are seeking. If you are providing quality content, you have a greater
likelihood of having your search results come up higher on the page.

Fortunately, it’s also easier than ever to fill your site with page after page of
sticky content, each of which contains ad units and opportunities to earn

The most obvious way to create content is of course to write it yourself.
Pick a subject you like and pour your heart out. If you know everything there
is to know about video games, you could set up a site stuffed with reviews,
news and walkthroughs, and write all the articles yourself. Your AdSense
units will give you ads related to gaming and as long as they’re positioned
properly and look right they should give you more than enough revenue to
fund your video gaming habit and then some. You can do the same thing for
any topic you wanted.

But remember, if you’ve created your site to make money, then writing the
content yourself means that you’re working for that money. When you count
your revenues, you have to factor in the time and effort it took you to make
those revenues.
That’s one of the reasons that many people look for other, easier ways to get
content around their ads. (The fact that they just don’t like writing is another
good reason.) Fortunately, there’s plenty of ways of creating effortless
content and some of them are even free.

8.2   Making Bucks With Blogs

Writing blogs isn’t exactly effortless, but it is something a lot of people do for
fun and because they’re updated regularly, Google loves them. If you’re
going to write a blog anyway, then you should certainly be making money
out of it.

The biggest challenge when writing a blog is getting ads that give you good
revenues. Because your entries are going to be talking about all sorts of
different things, there’s a chance that you’re going to get ads on all sorts of
random topics.

That’s fine, unless your ads are barely giving you enough revenue to pay for
the blog.

If you find that you’re getting lots of ads related to “blogs” for example,
instead of what you’re blogging about, you can try changing the meta name
in your template. Delete the <$Metainfodata$> tag and replace it with your
own keywords and description:

      <meta name="robots" content="index,follow">
      <meta name="keywords" Content="Your keywords">
      <meta name="description" Content="Keyword-rich description">

Make sure that your blog has plenty of keywords and use lots of headlines
containing key phrases, repeating them throughout the blog.

Above all though, make sure that your blog has plenty of text. It might be
fun to stuff your pages with pictures of friends, family and pets but Google
can’t read them and you’ll end up with public service ads instead of revenue.

8.3 Adding AdSense To Your Blog

Not all blog sites use the same template so how you add AdSense to your
blog will depend on the company you’re using.
For users of, which is owned by Google, you can put the ads in
the template section of the site:

      <!-- Begin .post -->
      <div class="post"><a name="<$BlogItemNumber$>"></a>
      <h3 class="post-title">
      <BlogItemUrl><a href="<$BlogItemUrl$>" title="external
      <!--Your AdSense code -->

You can see on my own blog at how I put ads
directly above my text. does the same. The
ads here are centered above the <div> tag and he’s added a <br> break tag
to add a gap between the head and Google and help his ads to stand out.

To do the same thing to your blogspot blog, click “Change Settings” on the
Dashboard and then click “Template Tab.” Somewhere on the page, below
the CSS material, you should find a section of code that begins”

      <p id="description"><$BlogDescription$></p>

The code should then look like this:

      <div align="center">
      <script type="text/javascript"><!--
      google_ad_client = "pub-xxxxx09818xxxxx";
      google_ad_width = 728;
      google_ad_height = 90;
      google_ad_format = "728x90_as";
      google_ad_channel ="117893460x";
      google_ad_type = "text_image";
      google_color_border = "336666";
      google_color_bg = "669966";
      google_color_link = "CCFF99";
      google_color_url = "003333";
      google_color_text = "FFFFFF";
      <script type="text/javascript"                                         54
      <!-- Begin #main — Contains main-column blog content -->

Before uploading, check the preview to make sure that the ads are where
and how you want them, then “Save Template Changes” and “Republish” to
refresh the blog.

Of course, you don’t have to place AdSense directly above the text. Another
option is to embed the ads within the text so that they appear after
particular entries. That would limit you to three entries per page (if you
wanted an ad unit after each entry) but it could increase your click-throughs.

8.2 Old Content

Blogs have to be written all the time, but if you’ve ever written anything in
the past, don’t just let it gather dust on your shelf. Give your old work a new
lease of life by throwing it onto the Web!

For example, “Low Fat Linux” by Bob Rankin was written years ago. You may
be able to find it on, but it’s not likely that many people are
buying it because you can read the entire book for free at

Bob’s content has done its job of selling copies. Now it’s doing a second job,
selling clicks to ads.

What have you got lying around that could be earning you money?

Fig. 8.1 Bob Rankin makes money from old content. Note the position of his ads.
They’re prominent but could he get more clicks by putting them on the right? He
could also have added an AdLink unit above the list of links on the left.

You might have an ebook of your own that isn’t selling very well. Instead of
attempting to sell your ebook for $19.95, why not turn it into web pages and
make it available for free for all to enjoy? Paste your AdSense code on the
pages and you may make more from the ads than from sales of your ebook.
Repurposing old content is a fantastic way to draw water from your own well.

8.3 Volunteer Writers

To use old content, you have to have content in the first place. If you don’t
happen to have any out-of-print books that you’ve written lying around —
and you don’t feel like writing something new — another option is to ask
people to write for your site for free.

Lots of people like writing. Just look at Amazon. They didn’t pay a penny for
all those book reviews. Their users write them for free and Amazon benefits.

When I started, I didn’t have money to pay the
people who reviewed software for me. Instead, I contacted the game
companies and received complimentary copies of their computer games,
which I then forwarded to a staff of volunteer writers. The agreement was
that they would provide me with a written review of the game and they
would keep the game as payment. I’ve got dozens of game reviews that
bring users to my site and get them clicking on my ads. I didn’t pay a penny
for them but years later they continue to generate revenue for me.

You don’t have to use reviews though. Whatever the subject of your website,
you can add a line asking people to send in their thoughts and comments.
You can just say something like: “We want YOU! We want your thoughts,
articles and comments. Send your submissions to and
we’ll post them here.”

You can then create a whole new set of pages for your users’ submissions
and put AdSense on each one of them.

Fig. 8.2 Game reviews at
Mmm... free content.

8.4 Build Thousands of Pages with Other People’s Content

What is the focus of your web site? Is it all about parenting? Do you help
people with their finances? Does your newsletter introduce people to new
web sites? Or is your focus on the legal field? Regardless of your niche, you
can benefit from taking advantage of one of the little-known secrets of
AdSense experts… FREE syndicated articles.

Many writers want nothing more than to have their work published and read.
Syndicated content is a dream-come-true for writers AND publishers. For the
writer, it exposes their work to a larger audience. And for the publisher
(that’s you!), it means more quality content for your site. You might not be
aware that there are literally THOUSANDS of articles available online which
you can easily add to your web site!

Of course, the trick is knowing where to find these articles. Below is a list
that can get you started by showing you where you can find over 30,000
articles that are ready to be placed on your own web site.

Please note that each site has its own restrictions and rules for using its
content. In all cases, you must leave the author’s name and web site link
intact. Some sites require that you also link back to the site where you
found the article. This is critical! Remember that while you are allowed to
use the articles on your pages, the content is still property of the author.
Please give credit where credit is due!

You may wish to publish articles only relevant to your topic, or you may wish
to become a publishing powerhouse, adding thousands of new pages to your
site. Regardless of how you wish to approach it, here are a few sites that
provide you with thousands of FREE articles that you can republish on your
web sites.
A fantastic resources featuring over 21,000 articles covering a huge range of
topics. However, they do have a limit of 25 articles/year for each site. Look
through the categories and you can select some gems.
Nice selection of articles targeting women.

John Watson
John offers his stories for site owners to enjoy and place on their sites.
The site name delivers as promises. Dozens of categories with hundreds of
articles for you to publish. Marketing, business, humor, internet, legal,
computing, sports, travel and many more.

Patricia Fripp
Patricia Fripp is a businesswoman, marketer and motivational speaker. Her
site offers over one hundred articles perfect for any business-oriented site.
This one is a source of articles that will keep you busy for weeks on end.
ArticleCity offers over 12,000 articles that you can place on your site. If the
topic exists, you can bet that this site will have an article on that topic. I
recommend spending a great deal of time selecting articles for your site

Want to find more? Simply do a Google search for "free articles" and see
what turns up. Fine tune your search for your topic to find articles relevant
to your site, such as “free parenting articles” or “free financial articles”.

Now that you know where to find free content, you can build hundreds or
thousands of keyword relevant pages and place your AdSense code on them
to generate more revenue.

8.5   Add Public Domain Works To Your Site

One of the best kept secrets of free content comes in the form of Public
Domain works. Basically, these are books, articles, recordings and pictures
whose copyrights have expired. Since they have not been re-registered with
a copyright, they enter the public domain. What does that mean? It means
ANYONE (including you) can publish, re-publish and/or sell the works without
paying a commission to anyone!

Think about this. You can build a site with HUNDREDS of pages just by
publishing one public domain book on your site! Think of all the AdSense
impressions you can deliver. The possibilities are endless.

I have two sources that you will want to investigate to find Public Domain
works that you can begin using immediately

Idea #1 — Project Gutenberg

Project Gutenberg is the oldest producer of free electronic books on the
Internet. Their collection of more than 15,000 eBooks was produced by
hundreds of volunteers. As of this writing, the top 10 most popular works on
Project Gutenberg are:
       1. The Notebooks of Leonardo Da Vinci by Leonardo da Vinci
       2. Project Gutenberg "10K" DVD

       3. How to Live on 24 Hours a Day by Arnold Bennett

       4. The Art of War

       5. Ulysses by James Joyce

       6. The Adventures of Sherlock Holmes by Sir Arthur Conan Doyle

       7. Project Gutenberg "Best Of" CD August 2003

       8. How to Speak and Write Correctly by Joseph Devlin

       9. Alice's Adventures in Wonderland by Lewis Carroll

       10. Grimm's Fairy Tales by Jacob Grimm and Wilhelm Grimm

Check out their entire library at
Please note that while you may republish these works on your site,
you are not allowed to resell the works themselves.

The downside of using works from Project Gutenberg is that hundreds of
other people may already be using them. You might opt for less popular
works in order to get better search engine placement.

Idea #2 – The Lost Files

Created by Russell Brunson, The Lost Files is a
subscription-based service that provides the latest
works to enter the Public Domain. In other words,
he keeps you posted of new books and articles
before everyone else gets their hands on them!

Here is a list of some titles available to members:
*   How To Develop Self Confidence
*   How To Draw and Paint
*   Guide To Bowling
*   What Character Does Your Handwriting Reveal
*   How To Develop Perseverance
*   How To Become A Speaker
*   Dreams Interpreted
*   How To Play Tennis
*   Hints On Writing Short Stories
*   How To Make Money
*   Strength From Eating
*   How To Study The Bible For Greater Profit
*   The History Of Music
*   How To Make and Use A Home Radio
*   How To Write A Hit Song And Sell It
I have subscribed to this service and plan on testing some new public domain
works on one of my sites. You can read more about The Lost Files at

8.6 AdSense In RSS Feeds

One of the biggest changes to take place on the Internet recently has been
the growth of RSS (Really Simple Syndication) feeds. These let subscribers
see when a site has been updated and sends them information instead of
waiting for them to come to the site to see it for themselves.

The good news is that Google is starting to put AdSense ads in RSS feeds.

The system is new and Google is still testing it as I’m writing this book but if
you’ve got an RSS feed on your site (or want to set one up) and you’ve got
more than a hundred subscribers, your site can join their team of Beta

There seems to be little room for tweaking the ads, although it’s a safe bet
that the same principle of blending the ads into the page would apply as
much here as on a Web page. At the moment though, the ads only appear
after the content, at the bottom of the URL. You can apply for the program at

Alternatively, if you don’t want to be a Google guinea pig, Kanoodle is ahead
of them. You can use their program at                                61
8.7 Use Your Newsletter To Drive Traffic!

A great newsletter is another way to capitalize on AdSense. Newsletters are
fantastic tools to drive repeat visitors to your pages!

Here's one way to use them: Instead of mailing the entire newsletter, save a
few juicy tid-bits for your website and provide a link for your visitors to click.

When subscribers click-through to get the full story, they're likely to click
your ads. And send you another AdSense bonanza! For example, Prizepot
( is a contest and sweepstakes site with a new item
each day. Their free weekly newsletter is sent with a teaser for all the new
items posted that week. In order to find the entry form, you must click the
link in the newsletter. Of course, when you arrive at the destination page,
not only do you receive information about the contest, but you are greeted
by AdSense ads. For a sample newsletter, send an email to join-

If you have a big, responsive mailing list — start turning it now into extra
AdSense cash!

And if that isn’t a good enough reason to start producing a newsletter, it
looks as though Google are also testing AdSense in the newsletters
themselves. They’ve already been doing it for and there’s a good
chance they’ll be extending it to other users soon.

You can either create a newsletter yourself — and mail it using a mass
mailing system like — or you can ask someone to write it
for you. ( is
a copywriting service that specializes in newsletter writing. You can tell them
about your site and they’ll do it all for you, from concept to inbox. You can
even tell them you want it optimized for AdSense. They’ll know what to do.

                     To start your own email newsletter and auto-responder
                     for your site, I highly recommend With
Aweber, you can build unlimited lists with unlimited autoresponders. That
means you can have your list set up to automatically send email to certain
groups at predetermined times. Along with their email broadcast services,
Aweber is my first choice for many of my lists.
8.8 Buying Content/ Hiring Writers

One of the problems with free content is that you can get what you pay for.
And if your site doesn’t have valuable content, it’s going to have an effect on
your click-throughs.

The alternative of course is to pay professional writers to write for you. I’ve
already mentioned as a good place to find designers but it’s
a good place to find writers too. You can also ask
to write articles for you.

The advantage of hiring writers of course, is that you can be sure you’re
getting good content with little effort. On the other hand, you have to make
that money back.

Try testing a writer to see how much profit a series of articles generates. If
you pay $200 for five articles but find that your new pages don’t give you a
$200 increase in revenues, you either need a new idea — or a new writer.

8.9 Automated Content

Finally, a couple more options you can use to create content for your website
are ArticleBot and TrafficEqualizer.

Both these tools automatically create pages filled with content based on your
keywords, saving you the hassle and expense of writing and buying content

The folks at Google aren’t crazy about pre-fabricated, useless content and it’s
unlikely your users will be either. They’re probably better than nothing, but
good content is best of all.

9. Response Tracking: Your Hidden Pot Of
AdSense Gold!

In the last chapter, we talked about content. Google won't let you ask
visitors to click on your ads, or use other deceptive ways to make them click.
But good content is an endorsement in itself. Some of its charm rubs off on
the ads, making the ads more believable — and interesting!

If you have a website with impartial product reviews, for instance, visitors
are more likely to click the ads to learn more about a product, check out the
latest prices or order online.

It’s crucial to create content that’s genuinely interesting. But your work
doesn’t stop there.

After setting up your AdSense Account, the first thing you want to do is play
with your ad formats and placement to make the ads blend in. That's where
the bulk of the "easy-money" is hiding.

But once you've got that right, what next? You start tweaking the text and
making all sorts of other changes to improve your CTR.

But every time you make any sort of change to your ads, you must
track the results.

Consider this example:

Joe Drinker has a great website about "How to make Beer at Home". It's
doing well on AdSense, but not well enough. His week’s stats look something
like this:

Date         Page           Clicks       Page CTR      Page eCPM    Your
             Impressions                                            earnings
4/2/05       40930          1516         3.7%          5.62         229.92
4/3/05       40358          1574         3.9%          6.59         265.99
4/4/05       38962          1517         3.9%          6.11         238.01
4/5/05       33563          1381         4.1%          6.38         214.21
4/6/05       32978          1325         4.0%          6.76         223.81
4/7/05       28207          1294          4.6%          7.52          212.01
4/8/05       27322          1251          4.6%          7.47          204.20

Joe is pretty happy with his CTR but wonders if he can raise his CPM and in
the process, lift his earnings. So he looks up high-priced keywords related to
his subject, and works the term "beer cans" into his content.

A few days later he logs into the stats on his AdSense account and finds that
that that change has actually HURT his income:

Date         Page           Clicks        Page CTR      Page eCPM     Your
             Impressions                                              earnings
4/9/05       32744          985           3.0%          4.21          137.95
4/10/05      32286          1023          3.2%          4.94          159.59
4/11/05      30954          986           3.2%          4.59          142.08
4/12/05      26850          898           3.3%          4.78          128.52
4/13/05      26382          861           3.3%          5.08          134.28
4/14/05      22566          841           3.7%          5.63          127.20
4/15/05      21858          813           3.7%          5.60          122.52

Joe has not only disappointed a lot of collectors who come looking for beer
cans — his site contains lots of keywords but little in the way of good content
— he has also discouraged visits from people who want to make beer at

His search ranking has gone down, making his website harder for people to
find him and lowering his impressions. It's also hurt his earnings per click as
the people who visit the site leave faster. What's worse is that he's also
risked his AdSense standing!

Now, does that make it a bad idea to optimize your website for AdSense?

Not at all. It is actually a good idea, if you do it right. And by that I mean…
No Shortcuts!

There is a simple, step-by-step process to optimize your website for high-
paying search terms. And this method is almost fool-proof! So why isn't
everybody doing this?

Simply because very few web publishers know how to use Tracking to their

Tracking will not only help you minimize your mistakes, it will also reveal
hidden pockets of money that you would have never found otherwise.

Read on to find out how YOU can use Tracking to sky-rocket your
CTRs and increase revenues per-click.

TIP: Click here to learn about tools to optimize your website for high-
paying search terms.

9.1 How To Track With Channels

Google has its own FREE tracking feature called "Channels". Channels remind
me of spy movies, where a smart chip is planted in the arm of a super
sleuth, making it easier to track his activities or whereabouts.

AdSense hands you 50 such chips. Use them to track ads on specific domain
names or to group ads according to specific ad formats, keywords, their
location on the page etc. You can use any other factor that might impact
their effectiveness, based on the type of website you have.

Channel those clicks!
Google tells you many things about each Channel, such as the ad
impressions, click-throughs and earnings data.

You can use the channel reports to find out which channels are making you
the most money — and how to increase your earnings for other channels.

9.2   How To Create A Channel

You should create a channel for each one of your sites.

Within a site, you’ll still have the option of creating channels for individual
pages if desired, and this can be useful if you want to check how well ads are
doing on a certain set of pages versus another set. But start by creating one

URL channel for each site and you’ll have the general overview that you can
use as a starting point for your tracking.

And it’s very easy to do.

The first thing you’ll want to do is create URL channels.

Fig 9.1   Google gets powerful with URL Channels.

The original Channels required you to manually change AdSense tags for
each ad block you wanted to track. Many AdSense partners complained about
the pesky old channels, and at last, Google launched its URL Channels to
make life easier.
You can use URL Channels to track individual pages or just specify the
domain name to track all the pages in that website. The pages or websites
you add will be automatically tracked — there's no need to manually change
the code on those pages. Neat!

If I need to track all the ad units appearing on my website, I just need to feed in the domain name and Google does
the rest. The URL Channels are especially useful if you have several websites,
and have a general idea of the formats, colors, alignment etc. that works
best for you.

Remember though, you still need the original, Custom Channels if you want
to track ads across different domain names, based on ad sizes, formats,
colors etc.

For instance, if I want to track left-aligned ads across all my websites (sites
with different domain names), I need to group them together into a single
channel and manually change the channel code for each page.

First, I name the new channel:

Fig. 9.2 Here comes a new channel...

Then I choose the Ad Type, Layout and Color of the ads I want to track:

Fig. 9.3 Defining the ads to track in my new channel.

Finally, it’s simply a matter of allocating an alternate URL if I don’t want
public service ads, selecting the channel and copying and pasting the code
onto each of the pages that contain the sort of ad I want to track:

Fig. 9.4 Creating the code for my new Channel.

Of course, I would then have to repeat the process if I wanted to track ads of
a particular color or size.

While Google can now track ad performance for your specified domain name,
please don't expect URL or Custom Channels to give you data about your
visitors, such as who referred them to your website or which web browser
they use. These are details only your server logs can tell you.

9.3   How to Read your Server Logs

Various AdSense Tracking programs are currently sold on the Internet. This
type of software runs on your own server which means it has access to vital
visitor information.                                                      70
These packages are not affiliated with Google, but you can use most of them
without violating the AdSense TOS.

External tracking software can tell you many things that the Channels don't
reveal, such as:

-   Where your visitors are coming from;
-   Where the ad-clickers are coming from;
-   What search keywords led them to your web page.

Your stats package should compile and interpret your log files. It will tell you
how many people visited your pages, how long they stayed, which are the
most popular pages, what countries/domains they visit from, and how many
bookmarked your site.

Just about all the information you need.

One thing that external Tracking software cannot do for you, is to tell you
exactly how much MONEY a specific ad (or a group of ads) is making for
you. Only Google's Channels can tell you that.

External tracking software can tell you an ad's CTR, but your AdSense
income also depends on factors such as the earnings per click, content
relevance, your ranking on Google Search Results and many other factors

That means that the same ad can produce different commissions on
two different sites.

The better your site (the higher your ranking, the more links you have etc.)
the higher your commissions will be.

I do recommend the use of external tracking software in addition to Google's

Why? Because Channels can be quite confusing if you use them by
themselves. Consider this example:

In this hypothetical case, Jim has a website about fast cars, where he
discusses his passion with thousands of like-minded visitors. He decides to
find out which ads are doing better than the others.

Jim groups all ads with a blue border into a specific channel, which he called
"Blue_Border". He finds that the blue-border ads generated a 5% CTR (click-
through ratio), while the rest of the ads generated around 2% CTR on

Channel       Ad Unit        Clicks       Ad Unit      Ad Unit       Your
              Impressions                 CTR          eCPM          earnings
Blue_border   11378          569          5.0%         7.24          82.38
Green_text    11205          525          2.0%         6.29          70.54
Tall ads      12963          302          2.3%         1.22          15.78

Next morning Jim tweaks all his ads to give them a blue border. The result?
The ads in the "Blue_Border" channel continue to generate 5% CTR, while
the rest of the ads (which also have a blue border now) are still generating
2% CTR. Very confusing!

Channel       Ad Unit        Clicks       Ad Unit      Ad Unit       Your
              Impressions                 CTR          eCPM          earnings
Blue_border   11606          590          5.0%         7.24          86.50
Green_text    11765          55           2.0%         6.29          74.07
Tall ads      12315          287          2.3%         1.22          14.99

Clearly, there's something else that's making Jim's visitors click — and it
probably has nothing to do with the blue border.

What is that hidden ingredient that's jacking up those click-through
ratios? The Channels won't tell.

Jim now decides to install an external tracking software on his website.
After looking through his server logs, he finds that ads with the term "Car
Accessories" are getting the maximum click-throughs. How does Jim know

Simple. His tracking software tells him which ads his visitors are clicking. He
also knows which sites his visitors are going to.

Jim found that of all his visitors, those who searched for the term "Car
Accessories" were generating the maximum click-throughs on his web pages.
Naturally, ads with the term "Car Accessories" were doing better than the
others.                                                                   72
Should Jim now optimize his website for the search term "Car Accessories"?

For most web publishers, that's good enough to get down to work.

But Jim is skeptical. Jim wants to know if his "Car Accessories" ads are
also his top income generators.

To find out, he creates a Channel to track the earnings of all ads with the
term "Car Accessories" in it. He calls the new channel "Car_Accessories".

A few days later, Jim logs in to his AdSense account to check his earnings.
He finds that about 30% of his income is drawn from visitors looking for car
Channel        Ad Unit     Clicks          Ad Unit      Ad Unit      Your
               Impressions                 CTR          eCPM         earnings
Car            14577       729             5.0%         4.9          71.43

That's significant, but it raises another question in Jim's mind.

Where is the remaining 70% of his income coming from?

He looks through his tracking reports once again and finds that ads with the
term "Car Parts" are also doing well. He found that while "Car Accessories"
took the lead with 5% CTR, the "Car Parts" ads were generating a healthy
3% CTR.

Jim is excited. He knows he's on to something big!

Jim's tracking software has helped him uncover two great "leads". Which of
these will lead him to his top income generator?

The plot thickens…

To find out, Jim now creates another channel called "Car_Parts".

A week later, he logs in to compare his earnings for each channel.

Here are Jim's results:

Total AdSense income for one week = $1666.67                                    73
"Car_Accessories" Channel = $500 (30% of total AdSense earnings)

"Car_Parts" Channel = $1000 (60% of total AdSense earnings)

Remaining Ads = $166.67 (10% of total AdSense earnings)

Incredible! Jim now knows that his "Car_Accessories" ads might be getting
him the most clicks, but his "Car_Parts" ads are making him the most

Google won't tell you all reasons why the "Car_Parts" ads are making Jim
more money. But Jim knows that the keyword "Car Parts" is probably more
expensive, and that his website ranks better for that term.

Jim is ready to act on this information. Let's take a look at his various

1. He can use it to optimize his page for the search term "Car Parts", so that
   his content is more relevant. Jim knows from experience that when his
   ranking for the search term "Car Parts" goes up, so will his earnings per

   But it does have a downside. It might LOSE him his "Car Accessories"
   traffic! Jim knows that the price of keywords keeps fluctuating with the
   bids placed by AdSense advertisers. A keyword that's not so hot today
   can trigger a frenzied bidding war tomorrow!

   Jim doesn't want to lose his most responsive visitors, earning him a
   decent $500 per week.

2. Jim can optimize his page for "Car Accessories". But that comes with the
   huge risk of losing a whopping 60% of his earnings.

3. Jim can launch dedicated web pages for "Car Parts" and "Car

4. Jim can optimize his page for BOTH search terms.

Jim decides to go with option 4 — optimize for BOTH search terms!
Jim knows the old saying that if you try to please everyone, you end up
pleasing none at all. That's why he decides to play his cards carefully.

Jim understands visitor behavior. He knows that his visitors like to read in
"bite sized" portions. They take a bite here and a nibble there. But they
never read a web page like a book, starting from the top and reading right
through to the bottom.

He tweaks his layout to make the "Car Parts" articles more visible. He
smartly uses the hot car photos on his website to create several points of
interest in his neatly laid out website.

Jim knows that people will instinctively look at the car photos, then be drawn
in by detailed information about car parts — followed by the strategically
placed Google ads.

Google allows you to put up to three AdSense blocks (ad units) on the same
page. Read more about this policy change — and what it means to you.

To leverage this opportunity, Jim creates new space for content by tweaking
the framework of his web page. Now Jim can capitalize his page layout by
drawing people in with short, interesting 'content hooks' that build interest in
the Google ads.

He adds new side-bars with juicy tid-bits about hot new car accessories.
These will act like instant magnets to visitors looking for car accessories.
More importantly, they run right alongside the AdSense ads, which tempt
people with hot new offers on Car Accessories.

A specially designed "Accessories I love" section invites visitors to scroll down
for more. Here Jim provides news, updates and impartial reviews about the
Car Accessories Market. He entices visitors to check out new product
launches with an integrated Google Search Box, which enables them to
search within his website or search the entire web for relevant content.

These changes not only make Jim's web pages more relevant; it makes his
visitors more receptive to the ads. And there's more. Jim can now create new
income streams for himself by plugging in new links to pages dedicated to
car accessories, car parts and other keywords that are already attracting
highly responsive visitors to his existing pages.
Jim used his channels and server logs to drill deep and come up with a real
gold-mine of information. You too can use these secrets to zero in on ads
that make you the most money — and to find hidden sources of AdSense

9.4 Tracking Tools

There’s a whole range of different tracking tools available to fill the gaps left
by Google’s Channels. Here is a quick run-down of the main ones with two
MUST-HAVE titles at the end:

AdSense Log

                       Created by MetalGrass, this stats analyzer has easy-to-
                       read graphs and charts. They also use Google’s own
                       stats rather than tapping into your server’s MySQL.

                   You can check your account as frequently as you want
                   and the log will even you give you a sound, an email or
a pop-up window when new data is available.

Price $50. Free 30-day trial.


                       AsRep lets you track all of your stats in real time. That

asRep                  includes each of your three regular ad units, an AdLink
                       unit and up to two search boxes on each page.

                       The program also captures colors, format and channels,
                       and whether the units are showing ads or alternates.

Price $50. Unlimited evaluation version available.

CSV AdStats

CSV AdStats is less of a tracker and more of a
number-cruncher. You can download Google’s CSV
data file and conduct a full stats analysis to check
averages and create charts.

A useful way to squeeze more sense out of your


Google AdSense Tracking Script

The Google AdSense Tracking Script lets you see the domains and files where
clicks occurred, hourly and daily stats and who clicked what, where and

Price $100.

If you are serious about making money with Google AdSense, there are two
tools that I use regularly and wholeheartedly endorse above all others. The
investment in these tools will pay for itself again and again.

AdSense Tracker

                                    AdSense Tracker does the

                                        1. Track clicks, page views and CTR
                                           by referrer.

                                        2. Track clicks, page views and CTR
                                           for each search engine and all
                                           search keywords.

                                        3. Real-Time tracking of your
                                           AdSense channels and your own
                                           custom channels.

                                        4. Track clicks, page views and CTR
                                           by domain, page, directory,
                                           advertiser url, IP and ad format

   5. List all clicks (IP, ad url, originating page, referrer and date/time).

   6. Track WebSearches by domain, page and referrer

   7. Track WebSearches by search engine and all search keywords, as well
      as by channel, hour and IP address

   8. List all WebSearches (IP, search terms, originating page, referrer and
      date/time) and run reports on any date range.

The developer of this package offers a 30-day FREE TRIAL, so you can’t go
wrong with giving it a spin.

Click the link below to try AdSense Tracker for free:
AdSenseDesktop — Instant Stat Analysis

                                          And once you’ve got your stats, I
                                          recommend reading them with
                                          AdSenseDesktop. This is a great
                                          program that lets you download
                                          your stats, turn them into graphs
                                          and analyze them to identify trends
                                          and work out what works best.

                                       You’ll also be access your data
                                       faster and easier — there’s no need
                                       to log in through the Google
                                       AdSense website each time you
                                       want to see how you’re doing —
                                       and all the changes you make are
                                       kept in a centralized log! That
                                       makes it easy to remember the
                                       changes you made and see which
ones increased — or decreased — your earnings!

And as I discuss in a later chapter, it is critical that you keep an AdSense
journal, making note of the changes you make to your AdSense as you go.
AdSense Desktop includes a “Notes” page that allows you to do this.

It’s a very useful tool.

                                      Fig. 9.2 AdSenseDesktop gives you instant
                                      readouts with a quick rollover on your

One of the best things about AdSenseDesktop is that you can turn your stats
into a whole range of different graphs, including:

      Page Impressions graph
      No. Clicks graph
      Click-through rate graph
      Effective CPM graph
      Earningsgraph

             Fig. 9.3 Keep track of different channels with one glance.

Sounds good, doesn’t it? You can download a FREE trial copy from

10. How To Make AdSense Work With Internet

Maximize your AdSense Revenue from Internet Forums,
Message Boards and Discussion Groups!

In the chapter 8, we mentioned making revenue from blogs. But blogs
certainly aren’t the only types of content online or the only types that can
use AdSense.

In an active Internet Community, users generate most of the content.
You cannot completely control the keywords or the topics, which means
AdSense might spring some surprises with the ads that show up. (Just have
some Alternate Ads handy, in case AdSense pulls up a series of non-paying
public service ads.)

Unlike passive surfers who like to explore your website for relevant
information, forum members are very focused on their messages and the
responses they attract.

Many publishers that play host to Internet Communities complain of
negligible CTRs, scattered keywords (low content relevance) and low cost per
click. What they don't realize is that Internet Communities are a hidden gold-
mine which inspire fanatical loyalty, repeat visits, unique content and a high
level of user involvement with the content.

Mega-brands such as Apple and Harley Davidson were built on the same
foundation — a deep sense of personal bonding, high involvement with the
product and strong referrals. You can achieve the same result with your

While all Internet Communities are not the same, they do have the same key
strengths. You just need to recognize them and find new ways to cash in on
them — as some savvy web publishers are doing already!

On the next page you'll find a few ideas to spark off your imagination:

10.1 Forum Members are very focused on their topic of discussion. Ads
     that appear on the top, bottom or side margins of the page may
     not distract them from their main objective — which is to read
       and write the posts!

10.2 The best way to capture their attention is to put your ads at the end
     of the top posting on each page. Posts that appear on top are read
     more often, and usually set the tone for the rest of the discussion.

       Many web publishers swear by Google's 728x90 leaderboard ad
       with two ads trailing top-of-the-page posts.

10.3 What gets the most clicks in any forum?
     The forum buttons of course! Put your ads close to these useful
     buttons, sought out by users to search threads, create a new thread or
     post a reply. Check out this example:

Fig. 10.1 Positioned under the vital forum buttons, these Google Ads attract users in
the right frame of mind- when they're ready to click! Turn to the next page for
another great way to make your Google Ads more 'clickable'!
Fig 10.2 On this forum frequented by Internet deal hunters, I have turned my
Google text ads into the hottest 'star attraction'.

Without ever asking users to click, the heading "Deal of Day" turns the
Google Ads into a recommended resource for finding the day's top

Impressive forum stats, such as the number of members, threads and posts
appear alongside the ads, making them look more legitimate. The sheer
number of users creates a sense of urgency to check them out before other
members get their hands on the coveted deals!

10.4 Make sure you apply the same text formatting as the user-
     generated content. It's important to gain your users' attention first
     — then pitch your message when they're all ears!

10.5 Try putting the ads at the bottom of each post. If users spot the
     pattern and your click-throughs start to drop, try putting the ads at
     the bottom of every alternate post. The key is to keep them guessing!

10.6 Don't break up a post by putting ads in the middle. Since forums
     have user-generated content, people are more sensitive to these
     intrusions and might be offended if you make it seem as if the ads are
     their personal recommendations.

10.7 Don't lump a bunch of ads together in the middle of the page. It
     works well with 'passive' visitors, but your forum members will read
     right around them!

10.8 Allow users to pull up targeted ads with a Google Search Box!
     How often has a forum posting piqued your interest enough to launch
     a Google search? Once? Twice? All the time? If you're anything like
     me, the Google Search Box is an added convenience, welcomed
     by most users. It makes your visitors stay! And if they click an ad
     from the results page, you make money!

Which of these strategies will work for your Forums?

Only time can tell — but don't forget to track your results with Google's FREE
AdSense Channels. There are publishers who have made a fortune with their
community pages. It doesn't take rocket science. But a little persistence goes
a long way!

11 How To Read Your Visitors Like A Book

11.1 Making Sense Of Stats, Logs And Reports…

Stats are a vital part of your success. If you can’t follow the results of all the
changes you’re going to be making to your ads and your pages, then you’re
never going to maximize your revenues.

But reading your stats can be confusing. You’re going to be staring at all
sorts of tables filled with all kinds of numbers which can be rearranged and
reorganized in all sorts of different ways.

That’s why it’s crucial to know how to read your stats and understand the

11.2 The Most Important Stat Of All

There’s one figure that’s more important than any of the others. Know which
one I’m talking about?

Revenue! If you aren’t making money, no other stats matter.

If you are making money though, the next stat you want to watch is your
CTR. The higher the percentage of clicks to page impressions you receive,
the higher your CPM will rise — and the higher your revenues will become.

When you make a change to your ad placement, to your keywords, to your
ad colors or anything else, wait a week and check your stats to see the
result. And look first at your revenues.

Bear in mind too that when you have multiple ads on a page each ad unit
counts as one impression — but you won’t be able to get three clicks from
them! Multiple ad units then can reduce your CTR while still giving you good

You might also want to translate your results into charts. If you do want to
do that, the most important things to look for are trends in CTR and in
earnings. Tracking impressions too will also let you see any radical
fluctuations in traffic.
11.3 Optimum CTR

Much of your success will depend on lifting your CTR as high as possible.
Obviously, the more people who click on your ads the more money you’re
going to be make but it’s not always easy to know when you’re inviting as
many people as possible to get clicking. I’ve gone from less than 1% CTR to
over 8% on some sites but I know of some sites that are getting over 30%

Your CTR will depend on a number of different factors, including:

 Site Content — Some types of content get more clicks than others (but
   don’t necessarily make more money per click...)

   Site Design — We’ve already talked about the importance of where you
     place your ads and how you place them.

   Number Of Links — Why give your ads competition? If people want to
     click away from the page, you should get paid for it.

 Ad Relevancy — If you’re not getting served ads that are relevant to
   your content, you’re going to have a low CTR.

11.4 AdSense Arbitrage

Once you get to grips with the numbers that you see on the stats pages and
your logs, you might notice something interesting. You might see for
example, that you’re getting 5,000 ad clicks on a page each month and that
page is generating $1500.

Divide $1500 into 5,000 clicks and you’ll realize that each click for that type
of content is bringing you 30 cents.

That means that when you come to buy content, as long as you spend less
than 30 cents for a click to that page, you’re going to make a profit. And one
way to do that is to open an AdWords account and buy advertising space on
Google’s search pages. You could pay as little as 5 cents per click, giving you
a profit of 25 cents each time your 5-cent users click on your 30-cent ads.

That’s AdSense arbitrage and it sounds like a foolproof way to increase your

If it were that easy, everyone would be doing it.

The first problem with arbitrage is that you can never get a 100% CTR. Not
every 5 cent click you buy is going to give you 30 cents back — and every
impression that doesn’t result in an ad click is going to eat into your profits.

With these kinds of figures (and obviously, yours are going to be different),
you’d need a 16% CTR to break even. (If every ad click costs 5 cents and
gives you 30 cents, you can afford to lose five out of every six clicks or

So if you can see that you’re getting a 16% CTR, buying advertising on
AdWords to send traffic to your AdSense ads could be a good deal.

Or not.

The second problem with arbitrage is that your CTR rate is based on users
coming from your current traffic sources. The users you buy through
AdWords might behave differently. They’ve already clicked on an ad once so
they might not want to click on an ad again.

Or alternatively, because you know they’re the type who do click on ads, it’s
possible that they’re exactly the type who’ll click on the ads on your page.

Results from using arbitrage vary. Some people report that the clicks they
buy on AdWords give them less revenue, others report that they’ve increased
their CTR.

Some people are making SERIOUS money with AdSense arbitrage. The real
key to arbitrage success is buying traffic based on the right keywords. And to
do that you need...

11.5 WordTracker

WordTracker is a great way to find keywords to target for arbitrage. The idea
is simple: if you can find popular keywords that few sites are targeting, you
can increase the CTR of the ads you buy and improve the chances that users
will click on the ads on your page. It’s those keywords that will give you
the best revenues for arbitrage—and the most clicks from search engine

WordTracker actually helps in four different ways.

First, you enter a keyword—say, “football”. WordTracker will then give you a
list of hundreds of different keywords related to football—words like
“stadium” and “team” and “football player”. Some of those words you’ll
probably have thought of, but lots of them you won’t.

Now you’ve already got more keyword options than when you

Fig. 11.1 WordTracker: “Find the best keywords for your website”. Says it all really!

The next step is to see how popular these keywords are. WordTracker looks
across all of the main search engines and tells you how many people      88
searched for each keyword in the last 60 days. That’s certainly interesting
information in itself but there’s not much point in targeting a word that 1,000
people search for every couple of months if a million Web pages are already
targeting it.

Your ad would appear on page fifty-something of a search engine listing and
get very few clicks.

The next stage is where things get really interesting. Wordtracker
compares the number of searches that people are making for each
keyword with the number of sites targeting that keyword.

It even awards each keyword a score that indicates the size of the
opportunity for new pages that want target that particular keyword. It then
becomes easy for you to see which words are likely to give the best search
engine listings—and which will get the most clicks for the lowest prices when
you pay to advertise.

For example, if you asked WordTracker to look up the word “football,” you
might find that 3,474 people look for “shoulder-pads” each day but only
2,375 Web pages are targeting that word. If one of the pages of your football
site targets that keyword, you’re almost certainly going to find yourself high
on the search engine listings, giving you plenty of free traffic.

But if you also choose to pay to advertise your site on a GoogleAd, you can
be confident that you’ll get plenty of clicks—and great revenues.

WordTracker is a fantastic tool. It should definitely be in your money-making
toolkit. Take a look at it at

12. What To Do Before You Apply To Google

Guidelines for new web publishers
Imagine this. Mr. Big Google Advertiser is surfing the net, looking up some
trade-related keywords. He clicks through lazily to land on a strange website.
The logo looks amateurish. The content is full of typos. Heck, some of the
links don't even work. And then, he sees something he least expects to find.

He seems to freeze for a second. His eyes pop wide open and you can see a
muscle going in his cheek. He picks up his phone and dials a number. "I can't
believe it!" He booms, "I can't believe you put MY ad on THAT website!"

Uh oh.

Google has a reputation to live up to. A reputation for providing quality
content, targeted traffic and good value for money to their advertisers.

The way to meet these requirements is to provide content that meets their
requirements and goes one step further to add something unique, which
other websites might not offer.

Before you apply to Google AdSense, make sure you haven't cut corners on
the layout and the quality of content. Google is quick to reject websites that
are built specifically to attract search spiders or that trick people into clicking
AdSense Ads.

To make a sizable income from AdSense, you need unique content, a true
commitment to your visitors and focused content — which makes it easy
for advertisers to target their audience.

To sum up, here are a few quick Do's and Don'ts before you Apply:

12.1 Don't build a website that specifically targets search spiders,
     with nothing unique to offer human visitors.

I’ve already discussed the importance of creating content that your users
are genuinely going to find interesting. If you have interesting content, you’ll
have higher CTR and higher revenues.

With so many legitimate ways of creating revenue-generating content, you’re
only cheating yourself when you take a short-cut. You reduce your CTR and
you increase the odds of being banned by Google.

12.2 Don't build a website just to make money from AdSense.

The easiest way to produce genuinely interesting content is to produce
content that genuinely interests you!

You might feel that the more pages that you can throw up, the more money
you’ll make but if you can’t produce the sort of content that can compete
with companies who produce genuinely good material, you’re not going to
get the traffic or the revenues.

But there is plenty of topics that you know about and enjoy. That’s the kind
of material that can give you money.

It will also make earning that money a lot more fun.

12.3 Provide targeted content that will help Google Advertisers to
     capitalize your traffic.

But writing about what you enjoy rather than what can help you earn
doesn’t mean you should forget about using your content to bring you
targeted ads.

If you know that there are certain keywords in your topic that are worth
more, then you can certainly write about those. You can also make sure that
you toss in plenty of keywords and headings to keep those ads targeted.

            12.4 DON'T build a website specifically to target high-
                 value keywords unless you plan on developing
                 quality content!

            Not all advertisers bid high on the same keywords.
            Just as it’s a bad idea to create more content simply to create
      more money, so it’s a mistake to focus on particular keywords to
      create lots of money!

If you are prepared to produce good content and want that content to include
high value keywords, one VERY useful report reveals those high-value
keywords. You can find it at:

Fig. 12.1 Sample report revealing high-value keywords.

If you want to aggressively build sites, another very useful tool you might
want to look at is Top Keyword Lists.

This is a 'plug and play' monthly membership service offering twenty-five
high-paying AdSense markets each and every week. With a simple page
generating application, you can turn out twenty-five sites quickly and easily
from each week's updates. If you prefer to spend a little more time building
your site with articles, they offer a unique keyword research tool that allows
you to pinpoint the key phrases you should concentrate your articles on for
maximum payout through AdSense. Read more about it at

12.5 Websites that rank higher in a Google search (SERPS) will get a
     better per-click payout than websites which rank lower for the
     same search term.

I don’t know if that’s because Google just wants to reward sites who meet
their criteria for high search listings or because they assume that sites that
rank higher are going to have better users for advertisers than lower-ranked

Most likely though, is that it’s all about content relevance. A top-
ranking website is considered more relevant than a lower-ranking one. So
keep an eye on your Google Search Ranking for your targeted search terms
and work continuously to optimize your website. The upshot is that when 92
you’ve created your site, you need to pay attention to search engine

That won’t only win you free traffic, it will also get you more money for the
traffic you receive.

You can learn more about search engine optimization in chapter 17.

12.6 Increase 'Readiness to Buy'

Advertisers prefer websites that qualify visitors for the purchase.
Allow me to explain with this simple example: A search for "cell phones" can
throw up a page about the perils of cell phone radiation, a university
professor's treatise about messaging technologies and a buyer's guide that
compares features and prices of top-selling cell phone models.

For an advertiser looking to target cell phone buyers, the buyer's guide offers
the most relevant (and therefore valuable) advertising space.

This is part of targeting your content.

You want people to click on your ads. So do your advertisers.

If you can keep your content focused on the products your advertisers are
selling then you should be able to increase your CTR.

Of course, it’s also Google’s job to make sure that your ads match your
content, but if you’re writing about DVD’s it makes sense to produce content
that encourages people to buy DVD’s because those are the sort of ads you
know you’re going to be served!

If you were writing about homebuying, you can be sure that you’d get ads
about mortgages and real estate agents. Put up pages about finding the right
mortgage or how to pick a real estate agent and not only do the ads look
even more relevant, they’ll also appear more attractive.

Fig 12.2 What the advertiser wants!
Tim Carter is a living example of how content relevance builds loyalty. As an expert
in his field, he adds relevance and credibility to the ads appearing on his pages.
Check out this example at:

12.7 Don't cut corners. Watch out for typos, amateurish layouts,
     malfunctioning links, poor-quality or plagiarized content.

Users expect to reach professional websites. Those are the ones they spend
the most time on and pay the most attention to. Those are also the ones that
Google rewards the most.

It pays to put effort into improving your website. It pays to have a good
design and a site that’s attractive and well-maintained.

13. Recommended Resources: Try These Tools
And AdSense Utilities (Some Are FREE!)

Making life easier for AdSense Partners
13.1 Test your mettle with the AdSense Sandbox!


             Before you apply to AdSense, put your web pages through a
             'mock-test' with a FREE web utility called the AdSense
             Sandbox. It's a great way to determine what type of ads your
             pages pull up. You can also estimate your earnings potential
             from the keywords in the ads.

             The AdSense Sandbox is free to use, requires no subscription
             and displays results with a single click.

Fig 13.1 I tested the AdSense SandBox with Chris Pirillo's website and was presented with a list of 20 ads. The actual website has 4
ads, all of which were displayed by the Sandbox.

Many AdSense partners are already using it — with excellent results!

Click here to try it, Free!

13.2 Google AdSense preview Tool

If you have Windows Internet Explorer (version 6 or higher), you can now
install this neat tool provided by Google to check out ads that are most likely
to show up on your web page.

It takes just a few clicks and works with any web page — even if you still
haven't got AdSense.

13.3 Overture BidTool

While Google won't disclose what each click is worth, you can try indirect
methods such as the Overture BidTool to find out the relative cost of different
keywords here.

Overture BidTool displays the relative amounts that each Overture advertiser
is willing to pay 'per click' for a specific keyword. You can compare maximum
bids for different keywords to arrive at an educated guess about the most
profitable keywords for your website.

Remember that what Google actually pays you may vary greatly. But you will
get closer with practice! ;)

13.4 Overture Keyword Suggestion Tool

Enter a search term and Overture tells you how many times it was looked up
on Overture during the previous month. It will also give you a related list of
keywords including how many searches were carried out for each search
term in the list.

13.5 Ultimate SEO Tool

Just feed it your website address and hit Enter. This amazing tool will show
you a list of the most frequently used words and phrases, including detailed
reporting of the number of times it appeared as well as the keyword density.
Then, hit the "Create Position Report" button to check how your website
ranks for each search term. (Can you ask for more?)

13.6 Google AdWords Traffic Estimator and Bid Tool

If you are an AdWords Advertiser, you can use this tool to get the estimated
bid price and traffic for your desired list of search terms.

13.7 Keyword Rankings Tool

How does your site rank on Google search for a specific search term? Find
out with this free tool.

13.8 Mass Keywords Search

Find out how your website ranks on Google for up to 10 different keywords —
in one go! If you'd also like to study the top 100 sites for your specific search
keyword, you'll get the results even faster!

13.9 Guide to Google-friendly Design

You see a beautiful website with great content. But Googlebot spots heaps of
nonsense code hidden behind the scenes. Your Google ranking depends on a
combination of words, design and programming. Find out how to create a
relevant, clean and clutter-free website: the kind that Googlebot loves!

14. Keeping Track Of What Works — And What
Doesn't Work — For You!

Start An AdSense Journal

People who want to lose weight often keep a "food diary". Without a food
diary, it's easy to forget that late-night snack or the extra sugar in your
fourth cup of coffee. A food diary keeps you honest. It helps you figure out
the real reasons behind those little ups and downs in your weight.

I'm sure that after reading this book, you would be eager to try out many of
the tweaks discussed in here — including some of your own.

    Without an AdSense journal, it would be easy to undo your successes, or
    to repeat your failures. Remember the program that I mentioned earlier,
    AdSenseDesktop. This tool provides everything you need to keep an
    ongoing journal of your AdSense activity!

Every little tweak counts, but don't try to do everything at once.

Take the step-by-step approach. Write your own AdSense plan for the first
week. Log into your AdSense account once a day, to track your click-
throughs and earnings.

Don't be rigid about your plan. Make room for inspiration. If you've got a
great idea, write it down to implement it later. Don't implement your ideas all
at once and DO give every idea some time to prove its mettle. You'll find out
within a day if you have thousands of visitors hitting your web pages. If that
is not the case, give it a few days. Preferably one week!

Don't be discouraged by minor, day-to-day fluctuations in your click-throughs
and earnings. It's normal and probably has nothing to do with your latest
Join an AdSense forum, several if possible. Share your tips with other
members. Discuss what works and what doesn't work for you. Every once in
a while, a forum member might alert you to a possible violation of the
AdSense TOS. It could be just a false alarm, but I prefer to be safe than

When in doubt, dash an email to AdSense support, at: adsense-

Most emails are answered quickly by a real person. They won't suspend your
account for asking them, but they might if you don't ask. In fact, one reader
emailed me very concerned because they suspected click fraud on their site.
By proactively contacting Google with their concern, they most likely saved
their AdSense account from being closed!

Read all you can and jot down every good idea. It will keep your interest
levels high and give you something new to work on all the time.

Every new 'tweak' is your stepping stone to AdSense success.
Once you've reached a certain level, it's easy to say 'Cool! I've figured it all
out!' But take it from me — Internet Marketing keeps changing and the rules
will change for you too.

Don't be like the two lazy little-people in "Who moved my cheese?" Keep
looking for new ways to make money with AdSense. Replace ideas that no
longer seem to work with new ideas and inspiration. Some people I know are
still rubbing their backsides after the dot-com bust.

It's always easier when you see it coming, than when it takes you by

Remember the story about 'The Emperor's New Clothes'? There's a lesson in
it for all of us Internet Marketers, and it's this:

It doesn't matter how much money you've made with AdSense or what the
IQ tests say about you: It ain't working till your stats say so!

14.1 A Sample AdSense Journal

For example, let’s say you have a website about Bonsai trees. You read this
book and you decide to start implementing the strategies that I’ve been
talking about.

Your original stats might look something like this. You print these out and
use them for comparison:

Date         Page           Clicks         Page CTR   Page eCPM    Your
             Impressions                                           earnings
5/1/05       8020           160            2.0%       5.04         40.04
5/2/05       8186           172            2.1%       5.53         45.27
5/3/05       8071           153            1.9%       4.92         39.76
5/4/05       7792           156            2.0%       5.50         42.89
5/5/05       6712           154            2.3%       5.76         38.65
5/6/05       6596           132            2.0%       5.70         37.65
5/7/05       7134           157            2.2%       5.81         41.45

Clearly, your goal is going to be to lift up those CTR’s, and by now you
should have all sorts of ideas about how you’re going to do that. You write
down your first three:

    3-Way Matching — Text color, background and text size.
    Layout — Moving ads above the fold where they’ll be most prominent.
    Targeting ads — Changing titles to improve relevancy and impriving

You’re already using 336 x 280 ads so you decide to start with 3-Way
Matching and change all your ads so that they blend in with your page. You
make the background color of the ads match the background color of your
site and the size and color of the ad text the same as the size and color of
your body text.

A week later, your stats look like this:

Date         Page           Clicks         Page CTR   Page eCPM    Your
             Impressions                                           earnings
5/8/05       8123           236            2.9%       5.08         41.27
5/9/05       8135           244.05         3.0%       6.02         48.97
5/10/05      8024           249            3.1%       5.90         48.65
5/11/05      7926          238           3.0%         5.92         46.93
5/12/05      7865          252           3.2%         5.62         44.26
5/13/05      6645          193           2.9%         6.10         40.52
5/14/05      7103          220           3.1%         6.06         43.05

Already your weekly incomes have risen from $285.71 to $313.65 and your
average CTR has gone up by a full percentage point. That’s a good start, but
you’ve still got a fair way to go.

You print out this week’s report and write next to it “3-Way Matching” so that
you know exactly what you did to create those changes. Now you know how
much 3-Way Matching is worth to your incomes.

Next, you move the ads that you have at the bottom of your pages to the
areas above the fold and place them in prominent positions. A week later,
you print out the following stats:

Date         Page          Clicks        Page CTR     Page eCPM    Your
             Impressions                                           earnings
5/15/05      8365          343           4.1%         5.93         49.65
5/16/05      8296          324           3.9%         6.04         50.09
5/17/05      8032          321           4.0%         6.42         51.59
5/18/05      7920          317           4.0%         6.30         49.93
5/19/05      7853          306           3.9%         6.20         48.67
5/20/05      6725          282           4.2%         6.68         44.92
5/21/05      7145          293           4.1%         6.51         46.55

Again, your CTR has risen by another percentage point and your weekly
income has gone up to $341.40. Next to this set of stats, you write “Layout”
and you place them in your journal after your second set.

Now things are getting a little trickier. Your ads are blended onto the page
and they’re in prominent positions. But you find that they aren’t always
showing the most relevant ads. On your page on growing bonsai from
cuttings for example, you find that you’re getting lots of ads about
scrapbooking. A look at your server logs supports your hunch that these
aren’t getting any clicks at all.

You create a channel for that page and follow your stats for a week. The
original stats look like this:

Channel      Ad Unit     Clicks           Ad Unit      Ad Unit         Your
             Impressions                  CTR          eCPM            earnings
Cuttings     829         8                1.0%         1.44            1.20
Cuttings     764            9             1.2%         1.89            1.44
Cuttings     801            7             0.9%         1.22            0.98
Cuttings     712            7             1.0%         1.37            0.98
Cuttings     758            10            1.3%         1.85            1.40
Cuttings     652            5             0.8%         1.07            0.70
Cuttings     704            6             0.9%         1.19            0.84

That’s pretty weak but as few of your users are likely to be interested in
scrapbooking, it’s not too surprising. So you change the title of the page from to and
turn the word “cuttings” into “tree-cuttings”, especially in the area beneath
the ad box.

You upload, wait for the robot to index your page again and check that you’re
now getting ads from gardening and horticulture sites.

After a week, you find that your stats for that page look like this:

Channel      Ad Unit     Clicks           Ad Unit      Ad Unit         Your
             Impressions                  CTR          eCPM            earnings
Cuttings     1300        52               4.0%         6.40            8.32
Cuttings     1423           58            4.1%         6.52            9.28
Cuttings     1346           52            3.9%         6.18            8.32
Cuttings     1256           50            3.9%         6.40            8.04
Cuttings     1156           44            3.8%         6.09            7.04
Cuttings     1098           45            4.0%         6.56            7.20
Cuttings     1247          49            3.9%         6.29          7.84

Again, you’d want to print out this page and place it in your journal.

So far in the last three weeks, these simple tweaks would have already
increased your weekly income by over $104.

And there’s still plenty more you can do!

You can make sure that every page is optimized, you can look for higher-
paying keywords and you can experiment with different colors and layouts,
search boxes and multiple ads to increase your revenues.

And of course, you can create more pages and more sites.

Note that only in the last example (when you changed the keywords,
improving your position in the search engines) did any of the changes affect
your impressions. These tweaks simply made the most of the traffic you
already have!

Of course, if you add more traffic, you’ll make more money.

The important to remember is that you should be recording everything you
do and keeping a close eye on the results. Within a few weeks, you’ll have a
complete record of all the changes you’ve made and what they’re worth to
your bottom line.

15. Other Pay-Per-Click Programs
AdSense is probably the easiest way to generate revenue with your website
— I know it’s making me a fantastic amount of money — but it’s certainly not
the only way you can money using pay-per-click.

In this chapter, we’re going to look at some of the other programs that you
could either instead of AdSense or as well as AdSense. Just remember that
Google’s Terms of Service do not allow context-driven advertising on the
same page as AdSense.

15.1 AdBrite

Google’s big thing is serving contextual ads. Their program checks the
content of your site and delivers ads that they think your users will like.
AdBrite is much simpler.

The idea behind AdSense is that people tend to ask popular sites to advertise
their links. You’ve probably had that happen to you. Instead of asking for a
link in return though, you could ask for money.

AdBrite is a clearing house for sites that want to sell advertising space on
their pages and for advertisers who want to choose where they want to place
their ads.

For advertisers, the advantage over Google is that they know exactly where
their ads are appearing and for exactly how much money each time.

Publishers — like you — get to set your own ad rates, and you have the right
to approve or reject every ad before it’s placed on your site. That gives you
the power to choose your ads and your price instead of relying on whatever
Google give you.

Those are the advantages. The disadvantages are that most people seem to
find that AdSense pays more and you can’t put both on the same page.

You can learn more about AdBrite at

15.2 Kanoodle – Bright Ads

Kanoodle’s BrightAds service is similar to Google. It’s a search engine that
delivers contextual ads to publishers’ websites.

The contextualizing isn’t quite as accurate as Google’s but BrightAds does
offer a number of options that Google doesn’t offer — or at least not yet. Its
RSS advertising program has been around for a while, it has a focus on local
sites which might be attractive to businesses with local markets (or sites with
content of local interest) and it also serves ads related to previous user
behavior. If a user visits a lot of real estate sites, for example he could
continue to receive ads about real estate even if he’s on a site about sport.
That means your site could be displaying ads that have nothing to do with
your content.

                 That’s all creative stuff and it’s nice to see new ideas. It
                 would be nicer though to see revenues that compete with
                 Google’s and I haven’t heard of anyone earning more with
BrightAds than they can earn with Google.

BrightAds might be worth looking at if you want to make money with your
RSS feed but I’m not convinced they’re going to give Google any worries.

Learn more about Kanoodle’s BrightAds at

15.3 Searchfeed

Searchfeed is probably one of the best alternatives to Google. They work in a
similar way to Google, supplying contextualized ads to advertisers. They also
                                    offer geotargeting services which gives
                                    them a wide global reach, useful if
                                    you’re based outside the United States.

                                    You can integrate the ads smoothly into
                                    your site, either by cutting and pasting
the HTML from their site or even by asking their own specialists to help you
increase your CTR. And they have a good reputation for paying on time.

Whether they’ll give you more money than Google is a different question
though. The only way to find that out is to try it but if you find that you’re
doing well with Google, then why would you bother?

If, for some reason, you don’t want to use Google — or can’t use Google —
then you might find Searchfeed a good alternative.

You can learn more about Searchfeed at

15.4 Yahoo Publisher Network

It was bound to happen, sooner or later. Overall, Yahoo! is still the most
visited site on the web, making them a force to be reckoned with. With their
acquisition of, Yahoo! is in the process of rolling out
“YahooSense” (as I like to call it). The program is in beta testing as of this
writing, but you can sign up to be notified when the program is active at keeps up with the latest goings-on in this niche, so check out
this page for more useful information related to YPN.

16. Getting Traffic To Your Web Site
One of the most frequent questions I am asked is “Will your ebook teach me
how to get more traffic to my web site?” Lots of people have written books —
and series of books — on generating traffic. The focus of this ebook is to
show you how to maximize the traffic that you already have. And while tips
for building pages through forums and free content are excellent ideas, they
are no replacement for a solid course on how to get more people to visit your
site. Because this question is so common though, I will address it briefly in
this chapter. I’ll give you the basics, describe some unusual ideas that some
people are using and tell you where you can get all the information you need.

In the next chapter, you’ll also find a quick run-through of search engine

16.1 Advertising

Let’s start with the obvious: buying advertising. We’ve already talked about
AdWords/AdSense arbitrage but exactly the same principle applies to buying
your traffic from other sources too.

For example, the minimum price for advertising at Overture is ten cents per
click and you must spend at least $20 each month. If you can see that the
ads being served on your site are generating less than ten cents per click
then you’re never going to make a profit.

Exactly the same is true of any other pay-per-click advertising campaign.

One of the advantages of following your AdSense stats is that you can
estimate how much the clicks on your ads are worth. That can tell you how
much you can afford to pay for clicks from other sites when you buy

It might well pay to advertise, but before you buy make sure it pays a profit.

16.2 Reciprocal Linking

Many people focus on linking in order to improve their search engine
rankings. That’s important but don’t forget that the links themselves can be
one of your biggest sources of traffic!

Probably the easiest way to invite links (apart from searching out related
sites and writing to each one) is to add a “link” section to your pages where
webmasters can choose a banner, button or text link to place on their site.
On the same page, they can also submit their own site for linking. That
should help you swap links without being swamped by sites looking for free

The most critical factor when requesting a link though is where the site
places it. Links on the home page always do better than a link buried on one
of the internal pages and a good banner or graphic link on a site with content
related to yours will usually get more clicks than a text link.

If you find that your links aren’t appearing on the pages you want, there are
a couple of simple remedies that you can use.

The first is to ask for a better position! If you have a good relationship with
the webmaster or if it’s a small site, there’s a good chance that they’ll agree.
It certainly won’t hurt to ask.

Not everyone is so generous though, and another option is to offer
something in return. A link in a similar position on your own site can make a
good deal if your sites are of similar size but you can also offer content or
even a special page for that site’s users.

If you have a site about furniture for example, and you want a link at a top
directory for home furnishings then you could create a special welcome page
for users of that site to draw them deeper into yours and deliver targeted
ads. You might even want to go as far as creating a sort of co-branded
version of your site for their users to click into. As long as you’re getting paid
when the users click on the ads, what do you care whose design they’re
looking at?

I purchased a fantastic piece of software called Reciprocal Manager to handle
my cross-linking needs. After years of attempting to manage my links
manually, I now have a way to automate the process. You can test it out
now and add a link to YOUR site from my site!

Simply enter your data and place my link on your site. Once a week, I go to
the control panel and tell it to add all new sites to my directory. Reciprocal
Manager automatically checks for valid links and rebuilds my links page.
Cool huh?

Pick up your own copy of Reciprocal Manger at:

16.3 Send A Friend

There’s nothing like viral marketing to promote your site! It’s free, it comes
with trusted recommendations and it gives you great CTR.

Each of your content pages should have a link marked “Send a friend” which
opens a form so that the user can send your URL onwards. Until Google allow
ads in email, there’s little point in AdSense members sending actual content
but there’s no reason why you (or your users) can’t send links to pages with

16.4 Offline Marketing

One of the biggest mistakes that people make when they build an Internet
business is to forget that there’s a world outside the Internet! Just because
you make money out of traffic doesn’t mean you have to source all of that
traffic online.

You should make sure that your URL is listed on all of your marketing
material: your business cards, Yellow Pages ads, flyers, envelopes, freebies
and just about anything else you can think of. You should certainly have your
site address in your email signatures.

16.5 Promoting Your Blog

I’ve talked quite a bit about blogging in this book, mostly because I know
from experience that it’s possible to make a very nice income from a good
blog but also because it’s still fairly new, so a lot of people aren’t making the
most of the blogs they have.

If you’ve got AdSense on your blog, there’s a whole range of different things
that you can easily do to increase your traffic and earn extra cash.

The first thing you should do is make sure that your blog is set to ping as soon you’ve updated. offers a free
all-in-one pinging service that covers all the large blog directories and search
engines. On, you can find this in your settings; other blog tools,
such as Movable Type and Wordpress have a similar option.

You should also set up an RSS feed to let people know when you update.
Apart from the fact that you can now place ads on your feeds, it will also
keep your regular users coming back to see more ads (and to see your latest

Instead of linking to the previous month’s or the previous week’s posts, each
page should also have its own link. Sounds obvious, right? And yet how
many blogs have you seen with one link to about twenty different entries?
One link per entry means more pages for ads, better links from external sites
and higher search engine rankings.

You should certainly comment on other people’s blogs, especially those that
write about the same sort of things as your site, but ultimately the best way
to get traffic to your blog is to make it good. If your writing is dull or difficult
to read, it doesn’t matter how hard you push it, no one will want to read it —
and those who do stay won’t stick around to click the ads.

16.6 Learn From A Pro

Do you know John Reese? If not, you probably haven’t spent much time in
Internet marketing circles. John is the leading guru for teaching people how
to get more traffic to their web site(s). He leads special multi-day seminars
to small groups, charging up to $5000/person to attend. And you know
what? His students walk away feeling that they got a BARGAIN!

John has now made his marketing course available to the general public at a
FRACTION of the cost. It’s full of DVDs, audio CDs, textbooks, workbooks
and tip sheets to help you build a comprehensive Internet marketing
I own a copy of John’s Traffic Secrets and am pleased to give it my very
personal endorsement. While I could attempt to teach you everything I
know about Internet marketing, there is no point in attempting to reinvent
the wheel. Everything you need to know is in this is course, and the
investment is very minor for people who intend to build a successful Internet
business that will last.

If you want to read more about John’s Traffic Secrets course, click the link

17. Search Engine Optimization
In the previous chapter, I talked about a number of different ways that you
can increase your traffic. Probably the most important method though is to
get a high ranking on search engines. That’s free traffic.

Again, there are all sorts of books and experts who can help you improve
your SEO and win a top spot at a site. I have had experience with a number
of strategies that could help you improve your ranking. I’d like to share
them with you now.

17.1 Robot.txt

The first thing you need to know about indexing your site at search engines
is that you control which pages are indexed and which are excluded. You do
that with a file called robots.txt.

Robots.txt contains nothing more than a record of which robots should index
which pages.

Without going into too much detail, there are two conventions used in a
robots.txt file:

      User-agent: [Defines which robots the site is addressing.]
      Disallow:   [Allows you to list the sites or robots you want to

In general, you’re probably going to use “User-agent: *” to make sure that
you’re addressing the robots of every search engine and you’ll probably want
include all of your pages (although you might want to exclude your
directories: “Disallow: /cgi-bin/”).

Robots.txt just allows you to control which robots index which pages. It’s
important to have in your directory but it won’t really increase your search
engine rankings.

Titles, URL’s and links are much more important.

17.2 Titles And URL’s

I mentioned back in chapter 2 that Metatags just aren’t what they used to
be. I also said that it’s important that your titles and URLs contain the most
important keywords for each of your pages in order to keep the ads relevant.

But those titles and URLs don’t just influence your ads; they also affect your
search engine rankings.

A page about toy cars called cars.html might have a low ranking when
someone looks for information about cars. Change the name to toy_cars.html
and you should get a much higher ranking when someone looks for “toy

The more relevant your URL is and the easier it is to read, the better. is always an improvement than That’s why on my
website, I use URL’s like rather than
strings of number which confuse the robots.

One of the first places you should look when you want to improve your
rankings then is your titles and URLs.

17.3 Links

The more links you have, the better. And the better the sites that list those
links the more they’ll be worth.

It’s one thing to swap links and ask for links but it is worth aiming to put
your links on sites that look good and have high rankings. In fact, being
listed on a poor site can bring your ranking down.

One of the best places to place links to improve your search engine rankings
is on forums. Add a comment and include your URL in your signature.
Google’s spiders love forums and review them every week. And because
these sites tend have quite high ranking, those posts will do wonders for your

You can also buy links on sites like,, and
                                                                               116 These allow you to choose sites on which you can place
your own links.

On my own site, for example, I give page links to
people who satisfy my sweet tooth with a donation to my cause. (I’m still
hungry by the way, so feel free to sign up and make my dentist happy!)

Fig. 17.1 Links for sale on

I know of several associates who have done something similar, allowing their
visitors a tangible way to say “thank you” for their online efforts. Smart site
owners see opportunity in this strategy as you can acquire quality links
rather inexpensively. Here are some additional examples:

You can actually acquire the “Buy Me A Drink” script that all these sites use
to create your own “Buy Me a ---“ site. Click here!

17.4 Create Gateways

Usually, your links will lead directly to your home page. That’s where you see
your site as starting and that’s where you want them to enter.

But if the content the user wants to see is on one of the internal pages,
there’s no reason for them to have to click around to find it. Fill that page
with keywords that relate to the content on that page and it will have its own
search engine ranking — and well-targeted ads.

So if you have a site about cats and one of your pages was about cat food, it
would make sense to put plenty of cat food keywords on the page. That
would get you cat food ads and a high ranking on search engines when
someone does a search for “cat food” rather than just people who wanted to
know about “cats.”

17.5 Automatic Submissions

Submitting your site to all of the search engines from Google and Yahoo!
right down to the smallest ones, and optimizing each of your pages for high
ranking can be a drag. You also have to keep submitting the site on a regular
basis and constantly check your position if you want to keep it.

The search engines are always re-indexing and reorganizing. A site that can
be in the top spot one week can be a couple of pages over a week later.
(Good news if you’re low down, not so good if you’ve spent hours changing
your pages to climb the rankings.)

That’s why many webmasters simply outsource their SEO so that they can
concentrate on content.

There are lots of companies that do this. Search Engine Blaster for example,
lets you choose from over 600,000 engines but there are plenty of others.

Personally, I think that’s a bit of a waste of time. Only Google, Yahoo and
MSN are important, in that order.
17.6 SEO Tools

There are a number of tools that I recommend to help with search engine
optimization. The first is the Google Toolbar, which will let you keep track of
your page ranking. You can download it for free at

Fig. 17.2 The Google Toolbar: Pretty and useful too.

The Alexa toolbar is also useful and will show you how your site ranks
against others. You can download the Alexa toolbar at

Fig. 17.3 The Alexa Toolbar: Is your site number one yet?

SEO Elite
SEO Elite is a really excellent tool for learning from your most successful
                         competitors. You can discover the optimum number
                         of times to repeat keywords, where you should put
                         them, whether or not to use h1 and h2 tags and even
                         your competitors’ link strategies, and a huge amount

                         In short, you can find out exactly how your
                         competitors have got to the top of the search
                         engines, learn what they did — and do the exact
                         same thing to swipe their spot.

                    You can learn more about SEO Elite and pick up your
copy from                      119
Reciprocal Manager
As mentioned above, Reciprocal Manager takes much
of the headache out of managing your links. As you
continue to optimize your site, you will find yourself
winning yourself more links on other sites and being
asked to host links from other site. Reciprocal Manager
creates a professional-looking, neatly organized links
directory that’s good for both your link partners and
your visitors.

The program also lets you offer sites the option of placing their links on more
than one site at the same time and, most importantly, to search for other
sites to link to based on search word or phrase.

Learn more about Reciprocal Manager at:

Stomping The Search Engines
                Brad Fallon is one of the biggest experts when it comes
                to SEO optimization. His wedding favors site grossed
                over $1,000,000 within his first year, mainly due to his
                ability to get his site prime placement in Google and the
                other search engines. When someone is able to do that,
                I pay attention!

                    I’ve met Brad and chatted to him about his SEO
                    optimization and I can tell you, he knows his stuff! I
                    thought I knew a bunch about SEO, but after spending a
couple of hours with Brad, I feel like a novice.

You can have thousands of web pages, but without a great search engine
optimization plan, you many not be making the money you want to with
AdSense. I HIGHLY recommend picking up Brad Fallon's 10 audio CD series,
Stomping the Search Engines. It is over 8 hours of Brad's teaching on how
to duplicate his success for your web site(s).

I own this set and it is truly FULL of incredible material that you will find very
useful to helping you reach your goals.                                        120
To read more about Stomping the Search Engines go to:

18. Case Studies
Throughout this book, I’ve been explaining all the different ways that you can
optimize your site and boost your revenues. In this chapter, I’ve collected
some examples.

All of these are real sites that employed the techniques that I describe in this
book to make more money. I’ll talk you through them so that you can see
exactly what they did and why they did it.

18.1 — Unmissable Ads

Fig. 18.1 puts its ads front and center.

It can take some courage to make your ads the most important thing the
user sees when he looks at the page, but that’s the approach that takes.

You can’t miss these ads! They’re right above the fold and slap-bang in the
middle. This site saw a HUGE increase in revenue when they put their ads
And those links on the right? They’re Adbrite links. Take a look at

18.2 Great Ideas For Integration From The Idea Box

Fig. 18.2 Above the fold at Idea Box.

Few sites do a better job of integrating their ads with the text as Above the fold, there’s a search box in the middle and an
Ad Link unit on the left, beautifully blended into the site design so that you
see it without noticing it’s an ad.

Below the fold, just look how the ads slip into the links with 3-Way Matching.

Take a look at

Fig. 18.3 Below the fold: perfectly camouflaged ads.

18.3 Gets Emergency Treatment With Multiple
Ad Units

The most Adriana Copaceanu’s site had made in one month
was $31.19 — not much more than a dollar a day. She put a main ad unit
above the fold, a second unit at the bottom of the page and an Ad Link unit
on the right.

Fig. 18.4 gives its own revenues some first aid above the fold...

After making the ads more prominent and adding more of them, revenues
doubled the following the months and reached as high as $200 in the month
after that!

Could Adriana do more? Probably. But this is a pretty good start!

Check out at

Fig. 18.5 ...and below the fold.

18.5 StellaAwards — A Prize Winning Design

Success with AdSense is really all about making your ads blend in. have used a special design that aims to replicate a
legal document. The ads on the right complement the text in the top right-
hand corner — and led to almost 20 times more clicks overnight with that
one simple improvement!

Fig. 18.6 Matching ad; twenty times more clicks.

18.6 — Find the paying words

There’s more to puzzles than meets the eye. Click a category on and you’ll find shrewd integration of AdSense with
various puzzles that you can play online.

Fig. 18.7 Words aren’t the only thing “hiding” on this page.


AdSense can give you huge amounts of money. It can pay your mortgage,
make your car payments and send you on the sort of vacations you’ve only
dreamed of. If you want, it can even let you give up the day job and look
forward to a life of working at home, in your pajamas with no boss other
than yourself.

Or it can give you enough money to buy a couple of candy bars each week.

The secret of AdSense success isn’t complicated. You don’t have to spend
years in a classroom learning a new skill or head out to get a diploma. The
principle is very basic:

Serve interesting ads to users in a way that makes them want to

You do that with layout. You do that by choosing the right size of ads. And
you do it by blending the ad into the page.

Choosing the right keywords is important too, and so is bringing traffic to
your site at a low price before selling them on to advertisers for a higher one.

Most important though is to keep a close eye on the results of everything you
do so that you can see what works and what doesn’t.

In this book, I’ve told you everything you need to know to supercharge your
AdSense earnings. Apply the techniques I’ve described here, track the results
and you should see your incomes rise as quickly as mine did!

Good luck and Good earnings!

I regularly receive email from readers. Everyone is so excited when they
apply my tips and see their AdSense revenue increase! Here are a few
emails I have opened recently.

      “I don't know if you remember me but I was the "skeptic" that
      purchased your book a month ago. I wanted to give you the an
      update on the results of implementing some of the changes you
      recommended. In the month since Owning AdSense Secrets,
      my click-through rate has more than TRIPLED and my daily
      earnings have QUADRUPLED, just like the calculator on your
      page said! Thank you SO much!" — Name withheld by request

      "I purchased your eBook yesterday. By 2:30 this afternoon I've
      already generated TWICE my average daily AdSense revenue.
      Although I've only implemented the first step recommended in
      your book, it looks like I've already tripled my AdSense income.
      Thank you!" — Kenn Nesbit

      "I just wanted to tell you that I have tripled my stats after
      buying your ebook!" — Shawn Mcgarvey

      "I really am benefiting from buying your book! My AdSense
      click-through rates have increased 100% within a week of using
      the tips and tricks from your book! I have already made my
      money back that I invested in your book. As a result I am
      presently making more money with AdSense on a daily basis
      than ever before. Thank you for sharing your insights." —
      Kamau Austin

      "Joel, I bought your e-book, and immediately tried some of your
      suggestions. (From the time I started reading it, I couldn't put it
      down until I was done.) To say my results were exciting is
      putting it mildly. We made over $500 in March on numbers that
      are still climbing! I've never written a referral letter before, but
      your book was such an excellent value I felt obligated.” — Chris

      “Just writing to say "THANK YOU" for your wonderful ebook. I've
      increased my AdSense income by almost 300%, by applying
      your tips." — Bingwen Lu

      “I'm flat EXCITED about your book. I just downloaded it late last
      week, read it on Saturday, and started making your
      recommended changes in my AdSense Ads and some of the
      design on some of my sites to make the ads look less like ads.
      Unbelievable, but after only one day of changes on three of my
      sites, my click-through ratios have nearly tripled today! I have
      printed and read your book three times and plan to tell all of my
      clients about it." — Ed Hudson

I love to receive email like this and I hope you will take the time to write me
and share your AdSense success story! May your Google AdSense revenues
multiply! (That makes Google AND You happy!)

You may send me email at


Every effort has been made to accurately represent this product and it's potential. Even though
this industry is one of the few where one can write their own check in terms of earnings, there is
no guarantee that you will earn any money using the techniques and ideas in these materials.
Examples in these materials are not to be interpreted as a promise or guarantee of earnings.
Earning potential is entirely dependent on the person using our product, ideas and techniques.
We do not purport this as a “get rich scheme.”
Your level of success in attaining the results claimed in our materials depends on the time you
devote to the program, ideas and techniques mentioned, your finances, knowledge and various
skills. Since these factors differ according to individuals, we cannot guarantee your success or
income level. Nor are we responsible for any of your actions.

Materials in our product and our website may contain information that includes or is based upon
forward-looking statements within the meaning of the securities litigation reform act of 1995.
Forward-looking statements give our expectations or forecasts of future events. You can identify
these statements by the fact that they do not relate strictly to historical or current facts. They use
words such as “anticipate,” “estimate,” “expect,” “project,” “intend,” “plan,” “believe,” and other
words and terms of similar meaning in connection with a description of potential earnings or
financial performance.

Any and all forward looking statements here or on any of our sales material are intended to
express our opinion of earnings potential. Many factors will be important in determining your
actual results and no guarantees are made that you will achieve results similar to ours or anybody
else’s, in fact no guarantees are made that you will achieve any results from our ideas and
techniques in our material.

Results may vary, as with any business opportunity, you could make more or less. Success in
ANY business opportunity is a result of hard work, time and a variety of other factors. No express
or implied guarantees of income are made when purchasing this eBook.

                             Table of Contents
           The Definitive Guide to Google AdWords
                    By Perry S. Marshall

                                             Part One: Getting Started
     I.   Ready-Set-GO! The Fast Start Guide ...................................................................9
    II.   Google AdWords & Internet Marketing Today: The Latest Trends....................13
   III.   Why Google AdWords is So Important ...............................................................14
   IV.    How Google Rewards You for Relevance ...........................................................25
   V.     Building a Campaign from Scratch: A Step-By-Step Example ...........................26
   VI.    Expanded Phrase Matching..................................................................................43
  VII.    Anatomy of a Real-Life PPC Campaign..............................................................45
 VIII.    Your “Getting Started” Ad Content Checklist .....................................................60
   IX.    How to Advertise in Local Markets .....................................................................61

                                      Part Two: Managing the Basics
   X.     How Many Keywords Should Be in a Single Ad Campaign? .............................67
   XI.    The Power of Negative Keywords .......................................................................76
  XII.    The Power of Capitalization ................................................................................77
 XIII.    A Powerful Example of Easy Testing with AdWords .........................................80
 XIV.     How to Test Your Product Idea Before You Develop Your Product ..................82
  XV.     “Statistical Significance” – Sounds Boring, But it’s Very Important..................84

                                  Part Three: Making Your Traffic Pay
 XVI.     Converting Your Traffic to Sales: The Most Critical Success Ingredient ...........87
XVII.     The Most Important Number ...............................................................................90
XVIII.    Perry Marshall's Web Traffic Conversion Cheat Sheet .......................................91
 XIX.     Google AdWords Sales & Conversion Tracking .................................................93
  XX.     Huge, Huge Differences in Sales Conversion Rates..........................................110

   ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
         For permissions or joint venture opportunities contact Perry Marshall,              3
  XXI.     Value per Visitor and Affiliates .........................................................................112

                                       Part Four: Tools, Tips & Tricks
  XXII.    Google’s Updated Account Management Tool .................................................117
 XXIII.    Cool Tips & Tricks for Generating New Keywords ..........................................121
 XXIV.     An Important Difference Between Google & Overture.....................................127
  XXV.     Andrew Goodman’s “Goldilocks” Theory of Ad Copy.....................................130
 XXVI.     Google AdWords and a Unique Twist on the 80/20 Rule .................................131
XXVII.     Do Less, Earn More & Live Better ....................................................................136

                                   Part Five: Your Questions Answered
XXVIII.    “What Do You Do When Keywords Cost $5-10 Per Click?” ...........................139
 XXIX.     When You’re Up Against Stiff Competition: A Tidy Summary .......................147
  XXX.     Q&A: Real Questions from Internet Marketers .................................................148

                                      Part Six: Improving Your World
 XXXI.     An Unusual Application of Pay Per Click .........................................................163

                                   Part Seven: Further Help & Services
XXXII.     To Get More Help with Your Campaigns..........................................................166
XXXIII.    Other Tools & Resources from Perry Marshall .................................................166

    ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
          For permissions or joint venture opportunities contact Perry Marshall,             4
    What Top Internet Marketers are Saying About Perry Marshall’s
     Definitive Guide to Google AdWords and Coaching Program
An Extra 20 Sales the First Day:                                        2500% Return On Investment...

"Your book is one of the most informative ebooks I've read in a         "I bought your Google AdWords course and had many Google
long time. And I buy a stack of them every month. It is directly        clicks heading my way a week later. It looks like I should make
responsible for an extra 20 sales the first day I applied your          about a 20 to 25X return on Google campaigns."
                                                                        -Rob Northrup, Co-Founder, Advanced Extrusion Solutions,
-Rob Taylor
                                                                        Norcross, GA
Megastep International, Tillamook, Oregon

                                                                        Immediate 10% increase in profits:
0.3% to 48% in 30 Minutes!

                                                                        "I immediately implemented a handful of your advices which
It's simply amazing watching my Click Thru Rate go from 0.3% up         immediately resulted in increased profits. I spend an average of
to 48.0% in less than 30 minutes.                                       $500 on AdWords per day. With the data that I learned from
                                                                        you, I am getting at least 10% more clicks and conversions for
The most important part is, I AM BEATING THE COMPETITION in             the same money."
cost and better yet finding areas of "no competition".
                                                                        -Hans P. Jeschke, Vita Vita Inc. /,
Thanks for such awesome marketing advice, your material is by far       Clearwater, FL
the most valuable e-book I have purchased. Your concepts are
working for me, and I intend on running this as a service for alot of   "I'm struggling to keep up with the Sales Leads Coming In"
my web hosting clientele.

                                                                        "I have only just started to experiment with his systems, and I am
-John Finney, HOST4NET Affordable Web Site Design and                   struggling to keep up with the leads coming in, seriously. So
Hosting                                                                 the only caution I offer is that if you are going to fit a turbo-charger
                                                                        like his system to your business, make sure you have a chassis
Praise from the author of GoogleCash:                                   that can handle it!"

"I reference your book all the time. Your book will help my             -Terence Dove, Terence Dove Transport, Wellingborough, UK
customers take their Google Cash knowledge to the next level.
Thanks!"                                                                Four Times More Clicks...

-Chris Carpenter, Author, GoogleCash, Salt Lake City, Utah              "This is going to be a lot more fun now that I understand Google a
                                                                        little bit better. Today - 50 clicks and 7.4% Click Thru Rate. On
Instant 500% Boost:                                                     one promotion I took it from 1.1% all the way up to 4.5%. Now
                                                                        that's Awesome!

"WOW! I got a 500% increase in response ... with just a quick
"Band-Aid" fix. Can't wait to see what happens when I follow all of     -Kevin Thompson, Get Mold Solutions, Marysville, WA
your suggestions."
                                                                        Using AdWords to do Instant Market Research...
-Jenny Hamby, Copywriter & Seminar Marketing Consultant,, Plainfield, IL                                 "Dear Perry,

25% Improvement in 10 Minutes:                                          I'm sitting here reading your book and it's
"I spent 10 minutes with it the day I got it and did one tweak that     I loved the example of using Google to determine the right
increased my CTR by over 25%. It's well written, brief, and filled      product name. Book authors can use the same technique to test
with actionable suggestions."                                           prospective titles online."

-Howard Jacobson, Leads Into Gold, Ewing, NJ                            -Bill Harrison, President, Book Marketing Update, Lansdale,

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format. For permissions or joint
                             venture opportunities contact Perry Marshall,                        5
More than Doubled his Click-Thru Rate:                                     Accolades from one of the World's Best-Known Online
Thanks for breathing new life into my interest in Google AdWords!
So far I've pushed my CTR from about 1.4 up to 3.0%.                       "Perry Marshall has quickly and quietly earned a reputation for
                                                                           being one of the premier Google Ad Words experts by consistently
PS Don't sell this to my competitors!                                      giving his clients more leads and sales then they can handle - not
                                                                           a bad problem!"
-John Owen,, Leicestershire England
                                                                           -Yanik Silver, Surefire Marketing, Bethesda, Maryland
Instant 32% Improvement
                                                                           "Very rare that I come across something so good"
"I implemented your simple phrase matching technique, and
immediately cut my ad cost by 32%. The response rate on our
                                                                           "One way or the other I end up purchasing several different
promotion increased too!"
                                                                           courses every month and its very rare that I come across
                                                                           something so good. I have two other courses on ad words and
-Edward Dale, London, UK                                                   two more on PPCs in general. And while everyone stressed the
                                                                           importance of split testing no explained how to make sure your
                                                                           numbers are statistically reliable.
"Saved me a lot of wasted advertising money"

                                                                           The examples with screen shots (including subtle copy changes)
I Just want to say what a valuable resource your course is, and I
                                                                           are extremely useful to get a feel for how the experts run
am so pleased I bought it. It has saved me a lot of wasted
                                                                           AdWords campaigns.
advertising money. Yours is one of the best courses I have
bought, and I like the fact that it isn't inflated with a lot of padding
as are many e-manuals!                                                     I have not seen your "expensive clicks on Overture / cheap
                                                                           clicks on Google" strategy anywhere else. The Tolkien
                                                                           example of testing headlines was probably one of the top three
-Elizabeth M. Beresford,,
                                                                           ideas I got from your book.
Otago, New Zealand

                                                                           The text is lively, fun to read and fast paced. It kept my attention
"Significantly Increased my Client Base"
                                                                           riveted. Clear as a bell and fast paced writing without an iota of
One of my primary marketing activities has been direct mail. I
developed a successful Internet campaign with Google Ad Words,             -Name Withheld, Web Design Firm, Sarasota, FL
with the mentoring of Perry Marshall, that has significantly
increased my client base."
                                                                           "37 downloads the first day"

-Joe Chapon, Learning Forum, Oceanside, CA
                                                                           I have been in technical sales for 47 years and got so excited
                                                                           about using the laser approach to reaching interested prospects on
Success from a Self-Published Health Care Specialist...                    the Internet. I sent folks to an obscure URL address on our website
                                                                           and got 37 downloads of my boss' technical paper the first day.
                                                                           Result: The company is going to divert advertising money from
Just wanted to let you know that I currently have a very healthy           Overture to Google AdWords. This is going to be fun!
click rate on my website, thanks to your instruction. Thanks again!
                                                                           -Gene Ort, Bryan, Texas
-Marcia Coulter, Author, Evanston, IL
                                                                           "I don't know how I would have survived"
"You've set the standard"
                                                                           "I don't know how I would have survived the first couple of days of
"Your books and updates are succinct and to the point, a quick             being up on Google AdWords Select without your guidance and
read. I expect to see even better stuff out there, now that you have       direction to get my click-thru rates up. I can't thank you enough."
set the standard."
                                                                           -Jack Carroll, President, Mentor Executive Search, Dana Point,
-Steve Robison, Steelhead Marketing, Toledo, OH                            CA

"Stunning Amount of Traffic"                                               "Amazed at the Results"

Perry, your info is WAY to cheap for what it delivers. I've already        I am quite amazed at the
used your Google AdWords toolkit and have generated a                      results already... I honestly thought I knew a lot about Google. I'm
stunning amount of traffic to my site. Thanks for such a killer            only on page 40 of your e-book and WOW, I just can't get over
product.                                                                   how much I am finding out that I DIDN'T know about having a
                                                                           successful Google campaign!
-Andy Curry,, Lamar, CO

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format. For permissions or joint
                             venture opportunities contact Perry Marshall,                        6
-Shelley Ellis, Glen Rose Community Network, Glen Rose, TX              "Top-Notch Professional"

"300% Improvement "                                                     "Unlike various dumbed-down "copycat" pay-per-click how-to's,
                                                                        this new ebook on how to get the most out of Google AdWords is
                                                                        offered by a top-notch professional who has experience in helping
"I increased my CTR by 300%!! This is just what I needed to
                                                                        high-tech companies market themselves to niche business clients.
help take the company to a higher level."
                                                                        The course offers screen shots and other helpful aids."

-Bill Flagg, Director of Sales & Marketing, RegOnline, Boulder,
                                                                        -Larry Chase, from product review in Web Digest for
                                                                        Marketers, New York, NYhe Nation's #1 Internet Marketing
"Singlehandedly reformed our marketing"
                                                                        From the nation's #1 Web Marketing Seminar:
"I read everything you send. Your
advice/tips/training have single-handedly reformed our marketing
                                                                        "Perry knows what it's like to take an idea and develop it into a
budget for 2004"
                                                                        multi-million dollar business. And he's become the leading
                                                                        authority on how to use Google AdWords not only to drive large
-Dave McAnally, Marketing Director, PowerSurge                          quantities of inexpensive, qualified traffic, but also to quickly and
Technologies, Waterloo, IA                                              painlessly test product ideas, headlines, and ad copy for pennies."

The Orders Started Coming in just 30 Minutes...                         -Ken McCarthy, The SYSTEM Seminar for Internet Marketing,
                                                                        Tivoli, NY

"I was only about 30 pages into your "Definitive Guide"...but you
did write: "Now Just DO it!...You can have this up in 10 minutes..."    "One expert who really knows his stuff"
So I put up some new ads for my site. Within 30 minutes I got an
order for $67.47. Since then I've built my list into the                "If there is one expert out there who really knows his stuff in terms
thousands of subscribers in less than 3 months!"                        of helping real-world marketers refine their sales process for
                                                                        business-to-business, especially technology, it's Perry Marshall. If
-Ken Alston,, Earlysville, VA                    you really want to drill down and focus on the B2B space, or get
                                                                        additional advice on how to make AdWords work for you in
                                                                        generating better-quality leads, then check out Perry's info."
66% Signup Rate for an e-mail Newsletter...
                                                                        -Andrew Goodman, Principal, Page Zero Media, Toronto,
"I just wanted to give you some comments on the Google course -         Ontario
Man, it's great. It gave me insights I didn't have before and it's
definitely increased my conversions. I've got a 66% click to
desired action for my newsletter signup!"                               "$30 to $50 million"

-Dave Bullock, National Accounts Representative, FANUC                  "Because of your efforts to enlighten us with Google Adwords, a
Robotics, Murfreesboro, TN                                              company whose product is bought by pretty much everybody in
                                                                        this world called and is looking for a company to supply them with
                                                                        3000 units a year. This could be a 30 - 50 million Dollar contract. I
Six Times more clicks...                                                am not spending the commission quite yet, but without your tele-
                                                                        clinic, that company would not have known about us. I'll let you
"I took my click-thru rate from 0.9% to 5.7% after listening to your    know when I land that contract and buy you a beer."
mp3 session. And our site just jumped from a google Page Rank 2
to a Page Rank 6 yesterday, after the last google dance."               -Juergen Flachowsky, Abacus Label, Maple Ridge, BC,
-Tony Kara, Mendax Microsystems, Montreal, Quebec
                                                                        "Hot, Responsive Leads"
"No one I would recommend higher"
                                                                        "Perry's techniques generate hot, responsive leads, build opt-in
"Your management of Google AdWords is second to none. The               lists, and drive laser-targeted traffic to your website. His method
whole program is awesome. Out of all the marketing people, word         beats the pants off Overture and other pay-per-click search
smiths, Internet sales process companies I have ever met since          engines by as much as three to one - on a consistent and
first starting web sites - Nevada Business Journal in 1996 - there is   predictable basis."
no one I would recommend higher."
                                                                        -Jonathan Mizel, President
-Stephen Brock, President                                               Cyberwave Media, Maui, Hawaii
Go Public Today, MCS Group and Pubco White Papers Inc.,
Las Vegas, NV

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format. For permissions or joint
                             venture opportunities contact Perry Marshall,                        7
                                   Part One:
             Getting Started

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
            Ready… Set… GO!
The Fast Start Guide to Google AdWords
           By Perry Marshall

Perry Marshall Marketing Systems
1508 Ridgeland Avenue
Chicago, IL 60402-4900
Fax (708)788-4599

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
      For permissions or joint venture opportunities contact Perry Marshall,        9
              A Word of Warning Before You Start!
      Google’s AdWords system is an awesome concept. It’s extremely well
thought out and executed. It’s consistent with all of the other ideas that have
made Google the world’s number one search engine.

       But… most people have a hard time with it at first. It’s a bucking bronco.
Actually, it’s the world’s fastest crash course on true, real-life, street-level direct

        And effective direct marketing isn’t necessarily a walk in the park. That’s
why most ad agencies run from it like the plague! It just happens to be the most
effective way to advertise any small or medium-sized business.

      Compared to Overture, for example, AdWords is a little harder for
beginners. But it’s vastly superior when you actually know what you’re doing.
You get lower bid prices, more visitors and more control over everything.

       This course will help you jump right over that learning curve and succeed
right away. So let’s get started.

      OK… So what’s the first thing you should do? And what are the
quickest tricks and shortcuts for getting your campaign up and running,
fast? Here’s the scoop.

    1. Get inside the mind of your potential customer. When they have a problem that
       your product can solve, what words to they search on at
       Make a list of these words.
    2. Now it’s time to do some simple research. First, go to Google and search those
       terms. What comes up? Who’s advertising? If there are fewer than 8 AdWords
       ads on the right side, then you can get in for a minimum of 5 cents – that’s how
       much the 8th position costs. There might be dozens of bidders, showing up on
       the 2nd, 3rd, 4th page of results, and the top positions will usually be several
       dollars a click.
    3. What does this tell you? If there are NO advertisers, either it’s an undiscovered
       market (not likely) or people searching on that term tend to not spend much
       money. If there are LOTS of advertisers, it’s a big market with lots of
       competitors. You have the most latitude when the situation is halfway in
       between: 2-8 other bidders is a nice number, because if that’s the situation with
       “obvious” words then there are undoubtedly a lot of bargain keywords too.
    4. Go to and find out what the words are bidding at over there.
       Also go to and see how many searches were
       done last month, and what some of the variations on those words were. (Yes,
       that’s right, I use Overture to do keyword research, but I always buy traffic from
       Google first!)
    5. Use GoodKeywords, Overture’s Inventory tool and / or tools like to generate a BIG LIST of keywords. Even on a fairly

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        10
       narrow subject area, you should a list of 100 words and phrases. 200-300 is
   6. Divide your keywords up into clusters of 5 to 25 closely related terms. You’re
       going to assign a different ad to each of these tight groups. Write down some
       copy for your ads. You get 25 characters on the first line, 35 characters on the
       2nd and 3rd lines, and a space for your URL.
   7. Decide which specific web page you’re going to send visitors to. It does not have
       to be your home page! You might have different landing pages for different ads,
   8. Set up a tracking system for website conversion. Use ad tracking services,
       software or affiliate software to measure how many opt-ins or sales you get from
       each AdWords campaign. The tracking system will give you unique URL’s for
       each group, and you’ll send visitors to those URL’s.
   9. Now you’re ready to open your Google Account. Go to Follow the simple instructions to open an
       account. Write an ad, enter a list of keywords, and choose your bid price.
       Google will give you a suggested number but you should use a smaller amount.
       I often bid about half of what the word is going for on Overture – that generally
       seems to work well. You’ll get a confirmation email, you’ll enter your credit card
       info, and you’re started! Finish entering all your ads and campaigns.
   10. When you’re setting your bid prices, Google’s Traffic Estimator tells you how
       much traffic to expect and how much it will cost. Set your daily budget. Err on
       the high side, if you can possibly afford to – that makes testing go faster. Also,
       the traffic estimator is going to give you an idea of how fast your campaigns will
       develop. If you’re getting 1000 clicks a day, then you’ll need to manage this very
       closely at first. You’ll need to work fast because the traffic is coming fast. If the
       traffic is slow, you can work slow. If you’re getting only 1000 clicks a month – 30
       per day – then it will take a couple of days before your campaigns are telling you
       something definitive.
   11. Now, the #1 key to continuous improvement: above each ad in the campaign
       manager there is a link that says Create New Ad. Click on it and write a
       SECOND ad for each campaign. Make it different than the first. Use the same
       or similar words in the ad as in your keyword list. Use different verbs. Vary the
       capitalization. Try different concepts. Google will evenly split the traffic between
       the two ads and you can directly compare them.
   12. Let it run for a while and come back. If you’re expecting to get hundreds of clicks
       per day, then you need to check these campaigns every 2 hours or so and work
       fast. If the traffic is coming slowly, then it will take days and weeks for this to
   13. Some keywords will get disabled because they fall below the required 0.5% CTR.
       Try to re-write the ads before that happens. If they get disabled, use “peel and
       stick” (below) to get them working again.
   14. After 20-30 clicks, you will see clear differences between your ads. You’re
       running two ads at a time on every campaign; one gets 0.7% and the other gets
       1.1%. Delete the one that’s got the lower CTR and write a new one. In direct
       marketing, the best performing ad is called your control. The way you win in
       Google AdWords is to constantly beat your control. A few weeks or months from
       now, depending on how much time you put into it, every single one of your ads
       will be the very best of 10, 20, or even 50 ads. Every time you improve your ad,
       you get more traffic without spending any more money.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
      For permissions or joint venture opportunities contact Perry Marshall,        11
    15. Now it’s time to do peel and stick with your keywords and phrases. Look at the
        keywords in your campaigns. Some are doing really well. Some are getting
        0.3% (bad) CTR’s. Some get disabled. Some are 5 cents. Some are three
        dollars. Some are in the 1st position and some are in the 15th position. Take the
        ones that are “unusual” compared to the rest – the ones that get disabled; the
        ones that are much more or less expensive, or get much higher or lower CTR’s.
        Peel them off (delete them) and stick them in their own new campaign. Now
        write TWO new ads (not one) – and play “beat my control” again. This allows
        you to optimize the performance of this keyword without affecting your other
        ones. Again, you want to do this with words that are performing differently than
        the rest of the pack, and especially with words that get a LOT of traffic.
    16. Continue to brainstorm new keywords. You will almost always forget about major
        categories of keywords when you get started, and think of stuff later.
    17. Work on the sales conversion process of your website. Success is simply a
        matter of maximizing the conversion rate at each step – maximum Click Thru
        Rates, minimum bid prices, maximum opt-in rates and maximum sales.
    18. If you are tracking the conversion of each AdWords group, you will find that some
        keywords convert to sales and some don’t. You can stop bidding on the
        keywords that don’t convert and save money.

    That’s the process, in a nutshell!

   Now… just DO it. You can have this up and running in as little as 10 minutes.
Even on big, complex campaigns, this can be done in less than a couple of hours.

    Now the rest of this book shows you how to do all of these things, exactly the
right way!

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        12
  Google AdWords & Internet Marketing Today:
             The Latest Trends
    As I’ve moved from a marketing consultant who quietly manages Google campaigns
for clients, to entering the national spotlight as an authority on the subject, I’ve had the
opportunity to work in many new industries – not just my familiar world of
manufacturing, software and publishing, but many new markets like health care, real
estate, education and nutrition. Even services for funeral homes – how about that?

   I’ve also done more and more tracking and testing. Some things I’ve seen:

   •    Google is becoming extremely popular. There’s a huge rush of bidders coming
        in, especially in certain industries, and in some cases the bidding is brutally
        competitive. I’ve done a number of projects where there are 30 to 40 bidders on a
        single keyword.
   •    It’s not possible to know for certain, but Google appears to have surpassed
        Overture as the #1 pay per click search engine. Their system is certainly vastly
        superior for the smart marketer, their people are easier to deal with, and the
        instant results can’t be beat.
   •    What’s happened with Google and Overture in the last year shows that the
        Internet has reached a substantial amount of maturity as a marketing
        medium. It’s not the Wild West anymore – it’s become a place with good
        tools and well-paved roads. Use the tools and succeed – or go without and take
        your chances. Remember about 3 years ago when EBay was duking it out with a
        dozen other auction sites? Eventually a quorum of buyers and sellers converged
        on Ebay and it became an unstoppable force. So it is now with Google.
   •    Google has a new program called AdSense. They run Google ads on your site
        and you get a good portion of the revenue that comes from the clicks – they don’t
        commit to a number but from what I understand it’s a bit more than half. Should
        you use this? It depends. If you’re a true niche marketer, probably not – if you
        know what you’re doing, you can usually make more money keeping people on
        your site than selling them to a different site. If you work with other companies
        who have affiliate programs, you can probably make more money with affiliate
        programs than with AdSense. AdSense is best for sites like newspapers and
        magazines who have a lot of content and need to make a few cents on each

When Pay Per Click was new, and most of your competitors didn’t know about it or
understand it, it was good enough just to be in the game. However it’s increasingly the
case that if you don’t track each campaign, group and ad to sales or sales leads,
you’re wasting a LOT of money on traffic that doesn’t convert.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
     Why Google AdWords Is So Important
   …And How it Can Give Your Business a Huge
           Competitive Advantage
        This toolkit isn’t ultimately about Google… or Google AdWords… or even
Internet Marketing.

        Here’s what it’s really about:

        This is about getting in front of people who are looking for what you sell
right this moment and getting them to respond. It’s about understanding your
audience, refining your sales message, perfecting your sales process and determining
your Return On Investment, faster than ever before in the history of marketing – and
doing all of this for a very modest sum of money.

       When you use the simple process I’m about to show you, you’ll achieve the
dream of “Marketing on Autopilot” faster than ever before!

                           Let’s Put This in Historical Perspective

        Direct marketing has been around since the late 1800’s when mail order
marketing began. Back then you would run an ad in a magazine with an order form, and
the reader would have to cut out the ad, write a check, enclose it in a letter and mail it.
No 800 numbers, no Internet, no credit cards.

        Four to eight weeks later, if the vendor was honest, you’d get your stuff in the

       Advertisers quickly discovered that they could “key” the order forms with a code,
according to which magazine, which advertising copy and offers were used, etc., and get
enormously different responses. Within a few decades this became a rigorous science,
and some of the very best books on direct marketing were written almost 100 years ago.
The guys who did this lived and died by their ads!

         Today direct marketing is used in every form of media – magazines, newspapers,
radio, television, the Internet, you name it. The biggest obstacle to direct marketing is
that it’s always taken lots of time and patience to test things and get it right. If you
advertise in magazines, you’ll rarely get feedback in less than two months.

        Well the more feedback loops you have – the more opportunities you have to put
a message out there, test it and then try another… the faster your campaigns become
profitable – and the faster you can discover new markets and sell your products

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
       Pay Per Click has changed all that. Now you can test ideas in minutes and hours,
not days, weeks or months! And you can do it for tens or hundreds of dollars, not
thousands, tens of thousands or hundreds of thousands of dollars.

       This takes 90% of the risk out of starting a new business or launching a new

        Developing products is time consuming and expensive. What if you could float
an idea in front of web visitors and test their response – before you actually develop the
product? I’ll show you how.

       And… the messages that work in your Pay-Per-Click marketing campaigns will
usually also work in other media. So PPC is the first place to test your marketing.

        As long ago as 1996, forward thinking people viewed the Internet as the ultimate
marketing machine. Bill Gates used the term “frictionless commerce” to describe the
possibility of directly accessing markets efficiently, easily and profitably. Of course by
1998, it was so “obvious” that the Internet was a killer marketing medium that millions of
investors blindly dumped their money into DOT COM companies and created a huge
bubble – and the recession that followed.


      Why did this happen? Why was the DOT COM era such a bomb, and why did so
many companies fail?

       Here’s the simplest answer I can give you: It’s basically because thousands
of companies were spending $200 to get a $60 customer – and they were too dumb to
know it!

        You probably bought this toolkit because you don’t have time to waste on
unworkable plans, and you don’t have money to blow on lousy investments. If you use
this toolkit, you’ll never do what those DOT COM companies did – instead, you’ll make
your marketing profitable, and you’ll do it faster than ever before, faster than your

       Understand this: Advertising is an investment, just like any other, whether stocks,
bonds, real estate or whatever. It has to pay for itself, without smoke and mirrors. Direct
marketing is the art and science of making advertising pay.

        This is really a crash course in direct marketing, using Google AdWords as your
advertising medium. Google AdWords is the fastest way to become a direct marketing
master that I’ve ever seen!

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
 The Painful Lesson that the Dot Coms Learned FOR You – So You Don’t Have To

       During the DOT COM insanity, companies raised venture capital and bought
banner ads, Super Bowl commercials, blimps, print ads, keychains, talking socks and
everything else. Then they waited for the customers to come pouring in.

        The buyers never came. Well, a few came, but the companies spent a LOT more
getting those customers than they were really worth.

      Here’s what the fundamental problem was: They used the Madison Avenue
approach of “branding” and “awareness” instead of the lean, mean, practical
approach of response accountable direct marketing.

       And they lost their shirts – and their socks and their underwear. So did the

        As Harvey Mackay Says, Beware the naked man who tries to sell you his shirt.

                         So Here’s What’s Going to Happen –
                   A Simple 5-Step Plan that Sidesteps All That Waste!

        We’re not going to do that. Here’s what we’re going to do:

   1. Put up a web page that tells your visitors what you can do for them – and asks
      them to respond. The response might be in the form of a complete purchase, a
      small initial purchase with an upsell later; an opt-in to your newsletter or to
      receive information in the mail, or the receipt of a report, guide or paper, or
      whatever else you choose – but most importantly, they tell you who they are.
   2. Generate a list of keywords that potential customers would type into a search
      engine (soon I’ll help you expand that list of keywords).
   3. Write a Google AdWords advertisement and start buying traffic. Here they come!
   4. Monitor your results.
   5. Tweak the details and improve your performance – and watch your profits grow.

                             Why Pay-Per-Click is So Important

       Pay Per Click advertising is not a fad or flash in the pan. It’s here to stay –
permanently. As a matter of fact, in my professional opinion, history will show it to be
the most important development in advertising during this decade.

        Why? Because it combines two enormously powerful concepts: 1) You only
advertise to people who are looking for what you have right now, and you only pay when
they respond – when they click through to your site. 2) Pricing is determined by an
ongoing, real-time auction based on true market values.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
                                       Google vs. Overture

        There are two major players in Pay-Per-Click: Google and Overture. At the time
of this writing, I believe Google is far superior, particularly for most of my customers.

        First, Google caters much more to technical audiences, B2B buyers and savvy
Internet users, who are more likely to use Google than Yahoo or MSN or other Overture
partner sites.

        Second, Google disables ads that have low click-through rates, and rewards high-
click through rates (high relevancy) with proportionally better pricing. Overture doesn’t
do that, so you are not rewarded for relevancy on Overture.

       Third, Google is instantaneous – you get instant results and can make instant
changes, while Overture clogs up your process with bureaucracy and a 3-6 day waiting
period while their staff reviews everything you submit. That stinks!

       Fourth, Google lets you market only to specific countries. That’s a very serious
advantage, because most of us can’t afford to waste our money buying traffic from non-
buyers in, place like, for example, India and Russia.

        Google’s instantaneous capabilities make it the ultimate, highest-speed direct
marketing tool ever devised in the history of mankind – and I’m not exaggerating. It
really is true. As a matter of fact Google is head and shoulders above everyone else in
the search engine world, and I can only hope that they don’t take the company public and
screw it all up by having to cater to idiot shareholders!

                                  Learning the Google System

        In April 2002, a few weeks after its inception, I began buying Internet traffic on
Google AdWords both for myself and for several of my corporate consulting clients.
Most of my customers, and probably you, found my website and became a customer or
client through this powerful tool.

       In addition to the toolkits I sell, I also develop publicity, direct mail, advertising
and email marketing campaigns for my customers. Since the Internet is such an
important part of the mix, I help them systematically improve the results they get from
their websites.

        So I’ve been using AdWords intensively – some might say obsessively – for over
a year now. AdWords was a very exciting new ingredient to add to the mix.

                                       A Word of Caution:

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
        There are a number of subtleties using AdWords, which initially create a tough
learning curve for the uninitiated. Most people find their Google AdWords experience
very frustrating at first, getting keywords and campaigns disabled because they can’t get
the requisite 0.5% click-thru rate, or else they overpay for popular keywords that have
high bid prices.

        Those who don’t truly understand direct response marketing will have a
particularly hard time, considering this is the ultimate direct-response machine. And
what’s funny is, there really aren’t all that many people out there who have a lot of
experience under their belt.

      After you use this toolkit, you’ll know what 99% of Internet marketers don’t
know. You’ll be ahead of the game.

                  Why Google Succeeded – and Why it Matters to You

       Google was a relative late-comer in the search engine game. When I started
marketing on search engines in 1998, Google was brand new, a tiny little player in a
world of established giants. Yahoo, Altavista, Lycos, Hotbot, Inktomi, Excite, AOL
Search, Northern Light, AllTheWeb and dozens of others were duking it out.

        It was often hard to find what you were looking for. You’d search for something,
and page one (the first 10 entries or so) would be junky, so you’d go deeper—11-20, 21-
30, hunting for something that looked helpful. Then you’d go back and search again with
different phrases and hopefully eventually get what you were looking for.

        The most obvious thing about Google was that while all the other search engines
were cluttered with ads and links all over the place, Google and a clean white screen with
a search box. I started to notice that Google’s results were always easy to read – the
results always had useful pieces of text from the web page in the listings, and it was easy
to find stuff. If you typed in someone’s name and their city and state, Google would even
give you their phone number!

         Then they started adding interesting things – searching for images, searching
news groups, “find an expert” services… Eventually Google became my home page. I
lost interest in Altavista and the others. “Who needs ten search engines – if you have
one good one?”

        You probably felt the same way.

        And THAT became the key to Google’s success.

       Google’s mantra, their guiding philosophy, is RELEVANCE. Give the people
what they’re looking for – as fast and as easy as possible.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
             “OK, so how did they make a ‘more relevant’ search engine?”

        A complete answer is way beyond the scope of this course, but here’s a simple
version: Google believed that the relevance of a web page could be measured by peoples’

        In a nutshell:

   •    A website or web page that lots of other similar sites link to is probably important
        and useful. Google ranks sites according to how many other related sites link to
        them. Google calls this Pagerank. The idea came from the observation that the
        most important scientific research papers are referred to by lots of other scientific
        research papers that come later.
   •    A website that people want to visit has useful, problem-solving information and
        not just a bunch of keywords stuffed in to artificially manipulate search engine

       Bottom line: When you do a search on Google, they want what you’re looking for
to come up, and they want you to click on it and go on your merry way – until you need
something else. Then they want you to come back to Google and search again.

                                    Relevance in Advertising

       So when Google decided to sell advertising, they had to make sure it didn’t
compromise the quality or usefulness of their search engine. Done properly, advertising
would actually enhance it.

       So when they came up with Google AdWords, they decided to provide up to 8 or
10 spaces for advertisements (“sponsored links”) on the top and right side of the page.

       Except for the top two, the listings going down the left are FREE listings,
according to Google’s complex (and secret) ranking formula – the one webmasters are
always trying to crack. The ads you see on the right are AdWords ads. The advertiser
pays every time you click, and only when you click.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
Google Search: used cars                                  

                                    Web    Images    Groups    News    Froogle   more »
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          Web                                           Results 1 - 10 of about 10,800,000 for used cars. (0.16 seconds)

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1 of 2                                                                                                                  6/29/2004 11:55
       As you can see here, there are ten AdWords ads showing for the term “used cars.”
There’s a #1, #2, #3 position and so on.

         If you sell cars, you can open a Google AdWords account and start getting used cars
traffic in less than 10 minutes.

        ALSO: The lowest position, a few pages back, is available for 5 cents a click.

                                     Google’s Partner Sites

        Google Syndicates their results to other search engines – normally only the top 2-
4 results are included. I’ve included examples on the following pages. As you can see,
AOL buys the top 3 AdWords positions from Google. Earthlink and Ask Jeeves show
the top 4 positions.

        This means that being in the top 3 or 4 gives you exposure to a larger audience –
perhaps twice as many searches as Google alone, in some cases. This is strategically
important, as you will see. It also tends to drive the bid prices up even more, for those
special top spots.

        So when you write an ad and place it in AdWords, you have access to an audience
as large as 100 million people – instantly. And you get instant feedback.

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
Ask Jeeves Results -used cars                                          

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1 of 3                                                                                                                        6/29/2004 12:01
AOL Web Search: Results for ʺused carsʺ                             

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             Kelley Blue Book - New Car Pricing, Used Car Values     - Kelley Blue Book provides free values and pricing on new and
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1 of 2                                                                                                                                       6/29/2004 11:56
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1 of 3                                                                                                                                6/29/2004 12:04
         How Google Rewards You For Relevance
       Roughly speaking, the first position is given to the highest bidder. But that’s
oversimplified, because there’s an ingenious little twist:

         Your Relative Position = (Your Bid Price) x (Your Click-Thru Rate)

        Where you rank compared to everyone else who’s bidding depends on where all
of you fall into this little formula. If you have a high Click-Thru Rate (From now on
called “CTR”) then you don’t have to bid as much for the position! Google rewards you
for relevance.

       Example: I bid $1.00 and my ad gets a CTR of 1% -- 1 out of 100 people who
search click on my ad. Your ad gets a CTR of 2%. You can get the same position as me
by bidding 50 cents. If you bid 51 cents then you’ll get the position above me.

       Also: If you’re bidding $1.00 and I’m bidding $1.00 – but you have twice the
CTR as me – then I’ll pay $1.00 per click but you’ll only pay 51 cents – even though you
bid $1.00. Google only charges you 1 cent more than the position below you.

      Heck… if your competitor is getting 0.6% and you’re getting 6% (not unusual by
any means!) then he has to pay TEN TIMES as much as you!

                       Summary: The Rules of Relevance in Google

            1. Minimum bid price is 5 cents
            2. You only pay when the person sees your ad and clicks through
            3. There’s an unlimited number of bidders, but only the top 8 get shown
               on Page 1. The rest get shown on page 2, 3, 4… of the search results.
            4. Your Position = (Bid Price) x (CTR)
            5. If you can’t maintain at least 0.5% CTR, your ad will get disabled
               after 1000 impressions – Google decides your ad is “irrelevant”
               because users have cast their vote
            6. CTR is determined by what people searching think of the message in
               your ad – if they like it, they’ll click; if they don’t, they won’t
            7. Your Bid Price is a maximum bid, not necessarily the price you pay.
               What you actually pay is 1 cent more than the next lowest bidder.

         OK, so what does this mean for you?

      Here’s what it means: Because Google rewards you for relevancy, it takes
most people a little bit longer to get the hang of it. But that’s good for you.

         Why? Because you’re learning all the tricks here – you get to skip the learning

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
                Building a Campaign from Scratch:
                     A Step-By-Step Example

Let’s say you sell Customer Relationship Management software. I’m going to show you
exactly how to build a campaign for that product, starting with some market research
before we get started.

The first thing we want to do is get an idea of what the bid prices are going to be, how
many searches this term gets and how many competitors there are.

Let’s start with bid prices, first on Overture since they show advertiser’s max bids and
Google doesn’t:

As you can see, top bids are in the $9 to $12 range.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        26
The way you gauge max bid prices on Google is to see what they suggest when you first
set up a campaign:

Google’s suggestion of $11.91 is somewhere in the neighborhood of (if not exactly) what
top bidders are paying. In any case it’s their estimate of what you’ll need to pay to get the
top slot. They say I’ll pay $7.40 per click to be in position #1 most of the time.

As you can see here, however, you don’t need to pay nearly as much to get position #4:

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        27
Here it says I can pay 89 cents and get position #4, and get about 1/3 the clicks. This is
OK, because in my experience the top position gets a lot of low quality clicks and the
lower positions get more serious buyers and convert better to sales.

For reference, let’s also go to Overture’s Inventory Tool
and see what it tells us:

That’s interesting – looks like there’s over 30,000 related searches each month on
Overture’s partner sites (like Yahoo and MSN). We can also see what other similar terms
people are typing in.

So back to Google – what are we up against? The next thing to do is count how many
other bidders there are. Positions 1 through 8 (and often two more at the top of the search
page) are shown on page 1 of Google’s results, then eight more on page 2, and eight more

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        28
on page 3, and so on. Watch for when the first ad shows up again and you’ll have a
count. Today as I write this there are a total of thirty-two bidders.

What this means:

        •    To be on Page 1, you need to be one of the 8 best (not necessarily highest)
        •    You can always get the bottom position for 5 cents, so if there were less than
             8 bidders you could get the bottom slot for a nickel.
        •    The more bidders there are, the more vicious it’s going to be. In my opinion,
             less than 16 bidders means it’s going to be fairly easy. More than 50 means
             it’s going to be nasty and you’ll need every trick in the book to do well.
        •    There’s nothing wrong with going into a hyper-competitive market. The more
             competitors there are, the more money is available to the winners. So if you
             rigorously use split-testing, rock-solid copywriting skills, follow up sequences
             and traffic conversion techniques (in addition to all the Google AdWords-
             specific tricks I teach you in this book) you can win in literally any market.
             However, the more bidders there are, the more money you will have to invest
             in testing before you’re profitable.

OK, now it’s time to do keyword research …

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       For permissions or joint venture opportunities contact Perry Marshall,        29
I’m going to use Wordtracker ( because it’s the best available
keyword research and generation tool. Here’s the results from Lateral Search /

I’m going to click on “Customer Relationship Management” and do a DEEP SEARCH:

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The numbers you see next to these words indicate how many searches per day
Wordtracker’s search engine sources get.

We’re going to narrow this keyword list even more by running this again for “Customer
Relationship Management Software” – the full 4-word phrase:

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       For permissions or joint venture opportunities contact Perry Marshall,        31
Now this is a pretty narrow “silo” of keywords, but that’s good – we can match these to
the same ad and know that we know exactly what customers are searching for.

So now we’re ready to build our Google campaign.

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       For permissions or joint venture opportunities contact Perry Marshall,        32
Now we’re going to write an ad:

Let’s explain what we just did, and why.

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       For permissions or joint venture opportunities contact Perry Marshall,        33
I would prefer to type “Customer Relationship Management Software” in the first line,
but there’s not enough room. “CRM” will have to do.

The 2nd line is a benefit – it’s my very best guess of what people searching for CRM
Software want. Benefits always come before features.

The 3rd line is a feature – what they actually get when they come to my site. Features
always come after benefits.

The 4th line is the DISPLAY URL – notice the capitalization and including the /FreeTrial
subdirectory. This display URL needs to resolve to a real page on your site.

The 5th line is the actual destination, or landing page. We do NOT want to take people to
our home page and hope they look around. We want them to find the EXACT download
page for the 30 day free trial.

OK, time for the next step.

It’s asking me for keywords, but guess what – I’m going to write ANOTHER ad before I
add the keywords.

Why? Because the #1 key to success for a higher CTR on Google is to ALWAYS
split test ads against each other.

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       For permissions or joint venture opportunities contact Perry Marshall,        34
So I’m going to write a DIFFERENT ad and let both of them run (Google will alternate
them evenly for us) so we can pick a winner later.

So I click on “Create New Ad” and write another one. Here’s what we get with 2 ads
instead of 1:

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       For permissions or joint venture opportunities contact Perry Marshall,        35
NOW we can insert our keywords. I’m going to put Quotes and Brackets around all of
them, so I have not one but 3 versions – broad match, phrase match, and exact match of
everything. I use Howie Jacobson’s tool to do this:

Here are the bid and traffic estimates:

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       For permissions or joint venture opportunities contact Perry Marshall,        36
As you can see, “Customer relationship management software” is more expensive than
“customer relationship management” was, and it gets fewer searches. This makes sense
because it’s a highly targeted term.

Now before we’re done, let’s create ANOTHER ad group for “CRM Software” which is
a slightly different keyword: We’re going to “Create another ad group with different

Now this is interesting, because Wordtracker shows that “CRM Software” gets a LOT
more searches than the whole thing spelled out. It gives us 70 different phrases; here are
a few of them. Here’s a list with highlighter on terms that do NOT apply to my product:

crm software
crm software reviews
crm software free trial
free crm software (The download is free but the software isn’t!)
dealership crm software (I’m not selling dealerships)
crm software solution
crm software uk (I only sell in the US and Canada)
crm software application
microsoft crm software
dissertation on crm software (I don’t have a dissertation)
crm software for hedge funds
e crm software
crm software Australia (US and Canada only)
crm australia software
vertical software crm
conversion of crm software to asp model
crm software solutions
software wawi erp crm
crm software solutions bucks
crm software pda
crm software solutions uk
crm softwares
which crm software should i use

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       For permissions or joint venture opportunities contact Perry Marshall,        37
So… we’re going to separate the ones we want and have a “positive” keyword list and
the ones we don’t and have a negative keyword list.
Positive keywords:

crm software
crm software free trial
crm software reviews
crm software solution
crm software application
microsoft crm software
crm software for hedge funds
e crm software
vertical software crm
conversion of crm software to asp model
crm software solutions
software wawi erp crm
crm software solutions bucks
crm software pda
crm softwares
which crm software should i use

Negative Keywords (whatever words or phrases we don’t want, with a Minus sign in
front of them):

-free crm software
-crm free software

NOTE: Please be careful about this. Negative keywords cancel out positive ones! If
we put –software in our negative keywords it will kill the ENTIRE campaign!

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       For permissions or joint venture opportunities contact Perry Marshall,        38
OK, so now we paste these into our campaigns:

Also, notice that once again I’ve written 2 ads, just like before.

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       For permissions or joint venture opportunities contact Perry Marshall,        39
Now we really shouldn’t bid one single price across the board on all of these, but we can
change the bid prices of each individual keyword later. This gets us to an average
position of 2.1, which is pretty aggressive.

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       For permissions or joint venture opportunities contact Perry Marshall,        40
It’s suggesting a budget of $170.00 per day. Normally I will accept this suggestion and
move on.

NOTE: If you can only afford $50 per day instead of $170, it’s better to achieve that by
cutting your bid prices also, than by only cutting your daily budget. Reason: Daily
budget causes your ads to only be served occasionally instead of all the time.

But generally lower positions convert to sales better, so if you’re on a budget, it’s better
to just go to position 8 and be seen all the time, than to be at position 2 but cut your daily
budget and only be seen 25% of the time!

Also, please note that Google’s daily budget tool is usually a bit conservative, so if you
want your ads to show 100% of the time, you might want to bump that number up. If you
set that number too high, it won’t be a problem unless a zillion people suddenly start
searching on that term for some strange reason. Every keyword has a finite number of

To finish the setup process, Google will ask for our e-mail address and then send an e-
mail link to us to confirm that our e-mail address is active. When the e-mail comes, we’ll
want to click through on it back to Google, and then sign up and enter our credit card

Now we can sit back and watch the traffic come in.

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       For permissions or joint venture opportunities contact Perry Marshall,        41
What I’ve just showed you is the PROPER way to set up an AdWords
campaign. Here’s what we did that’s different from most people:

   1. We scoped out the competition first

   2. We researched bid prices on Google AND Overture first

   3. We broke our campaign down into narrow groups of keywords: “customer
      relationship management software” and “crm software.” We would similarly
      create individual ad groups for “1 to 1 marketing,” “one to one marketing,”
      “contact management software,” etc.

   4. We started by writing two ads, instead of one

   5. We didn’t take Google’s suggested bid price; we started at a lower price

   6. We didn’t send people to our home page; we sent them to a specific page
      within our site that has a specific free download offer that’s related to our

   7. We deal with budgets by adjusting bid prices, not by relying exclusively on
      Google’s Daily Budget Tool.

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      For permissions or joint venture opportunities contact Perry Marshall,        42
                         Expanded Phrase Matching

       As you’re sludging through the sometimes-tedious job of trying to come up with
an exhaustive list of keywords, you may overlook a singular here or a plural there, and
may forget a synonym or two that’s closely related to one of your niche phrases.

      Google has already foreseen this problem, and provides an extra feature,
expanded phrase matching, which adds singulars and plurals, similar phrases and relevant
synonyms to your keyword list for you.

        Google provides this example:

        If you're currently running ads on the keyword web hosting, expanded matching
        may identify the keyword website hosting for you. The expanded matches will
        change over time as we learn more about which new keywords best suit the true
        meaning of your ads.

      You’ll need to be careful here, however: this service will work for broad-
matched keywords in your list, but it won’t work for phrase matches or exact matches.

                                      Broad-Matched Keywords

       When you insert keywords at the time you’re setting up your campaigns, these are
the keywords that don’t have any delimiters around them. For example:

                  used cars
                  japanese used cars
                  used cars for sale

      You need to be cautious, because if you don’t provide negative keywords, that
keyword phrase used cars will show your ad for all of the following searches:

                  used cars
                  german used cars
                  used cars chicago
                  used police cars

and it may even show your ad for this unusual search:

                  cars used in filming dukes of hazzard

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       For permissions or joint venture opportunities contact Perry Marshall,        43
                                             Phrase Matches

        These keywords are placed with quotes “” around them. For example:

                  “used cars”
                  “japanese used cars”
                  “used cars for sale”

       These will make your ad show in searches that include these terms in this order,
without extra words inserted. Such as the following:

                  used cars
                  old japanese used cars
                  used cars for sale chicago

        Your ad won’t show for this search, however:

                  used police cars

                                              Exact Matches

        These keywords are placed with square brackets [] around them. For example:

                  [used cars]
                  [japanese used cars]
                  [used cars for sale]

        With these keywords, only people who typed in these exact phrases, in this order,
will see your ad. None of the following keyword searches will show your ad:

                  used cars chicago
                  german used cars
                  old japanese used cars
                  used cars for sale chicago
                  used police cars

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       For permissions or joint venture opportunities contact Perry Marshall,        44
 Anatomy of a Real-Life Pay Per Click Campaign
       The best way to teach you this process is to show you an actual campaign, and
how it develops over a period of time.

        What you’ll see here is that as we accumulate history with this campaign, we’ll
see patterns in the clicks that further direct our steps.

       So the first example I’m going to show you is for a self defense training company,
the TFT Group. I asked Ralph Charlton, who writes the copy for the website, to provide
me with some initial keywords. Here’s an email he sent me:

        We're mostly using offline lead-gen ads to sell a couple of videotapes
        courses and drive people into live seminars. Some of this is done through
        direct mail, some from our website:

        We have a second 'entry' site that we've used Overture to drive some
        traffic to. The new version is just up ( and upsells
        people an ebook after they sign up for a free newsletter. This is something
        we've worked with Yanik on setting up. I'll finish the autoresponders for it
        this weekend that then upsells ebook buyers to the videos or training on the site.

        The phrases we've been using are 'close combat', 'hand to hand combat' and
        'fighting'. For a long time we were #1. Then the game companies came out
        with these terms in their games. Right we're in the 2-4 position on Overture
        But the traffic that's been driven over has slowed considerable while Overture
        rates go up.

I asked him for some keywords. Here’s what he gave me:

hand to hand combat
weapons fighting
close combat
violent attack
criminal violence
violent confrontation
life or death confrontation
knife fighting
personal protection system
combat handgun
street fighting
fighting videos
self defense
self defense weapon
self defense training
combat training

                   ©2004 Perry S. Marshall & Associates.      45
       Experience tells me that this is a pretty short list of keywords. In general, if
you’re only bidding on 10 or 20 or 30 keywords, you’re only going to be bidding on the
most expensive words. Even for a single, relatively narrow topic, you really need 100 to
200 words to really get the most out of a campaign.

        There are several ways to generate keywords. One good way is to use Overture’s
tool at and type in a word or phrase and see what variations
Overture has seen in the previous month. This tool tells you what variations of this were
searched and how many searches there were. This is a good start, and it’s what we’re
going to do here. GoodKeywords is an even better tool, but for the sake of illustration
we’ll stick with the Overture tool – it lets you see a bit more of what’s going on.

       If you look at Ralph’s list, you can see that the keywords basically fall into a few
major word categories:

   •   Combat
   •   Self-defense
   •   Fighting

       So the next step is to generate words for combat.

       Here are some of the results from Overture:

                            Searches done in April 2003
                         Count        Search Term
                          15283   combat desert
                          10277   mortal combat
                          9810    woman in combat
                          6690    combat
                          6022    close combat
                          5091    combat flight simulator
                          4354    mortal combat deadly alliance
                          4338    combat boot
                          2059    top gun combat zone
                          2033    1942 battlefield combat desert
                          1905    0.3 combat desert
                          1878    combat knife
                          1875    combat desert mod
                          1294    ace combat
                          1237    combat shotgun
                          1221    combat flight simulator 2
                          1106    5 ace combat
                          1096    combat sports
                          1075    alliance code combat deadly mortal
                          1053    close and combat and 5
                          1023    combat 18
                          1022    combat evolved halo
                          1002    combat controller
                          992     combat engineer
                                  alliance cheat code combat deadly

                  ©2004 Perry S. Marshall & Associates.         46
                          985      air combat command
                          964      combat desert gsi.exe
                          955      microsoft combat flight simulator
                          842      4 ace cheat code combat
                          828      alliance combat deadly fatality mortal
                          820      combat photo
                          732      mortal combat 4
                          731      combat janes
                          706      combat woman
                          678      cheat code combat mortal
                          677      combat control
                          656      combat hand gun
                          653      combat aircraft
                          573      challenge combat fighter fire
                          565      academy aero combat elite
                          565      bf1942 combat desert
                          560      04 ace combat
                          556      combat zone
                          555      close combat invasion normandy
                          555      combat missions
                          547      3 combat flight microsoft simulator
                          524      box cheat combat mortal x
                          518      combat hapkido

       We got a lot of terms, and it’s certainly a great start.

       The first step is to keep the ones that are relevant to personal combat training and
discard the rest.

        If you take a quick look here, you can see that there’s a lot of “Mortal Combat”
videogame terminology in here, which has nothing to do with TFT’s products. If you
paste this stuff into an Excel spreadsheet, you can quickly delete terms you don’t want
and separate what’s left into logical groups. Here’s what was left when I was done with

                    combat                             combat infantry badge
                    combat action ribbon               combat instinct
                    combat aircraft                    combat janes
                    combat boot                        combat knife
                    combat compensation related
                    special                     combat medic
                    combat conditioning                combat mission
                    combat control                     combat missions
                    combat desert                      combat picture
                    combat desert game                 combat pillow
                    combat desert map                  combat sent
                    combat engineer                    combat shotgun
                    combat fatality mortal             combat sports
                    combat future system               combat woman

                  ©2004 Perry S. Marshall & Associates.         47
                       combat hand gun                    combat zone
                       combat hapkido                     hand to hand combat

       Some of these terms still may not be a fit, and we’ll be able to tell soon enough –
nobody will click on ‘em if they don’t strike a chord. But notice all the references to
software are gone.

    Now we’re going to take this one step further. We’re going to define
NEGATIVE keywords.

      If you don’t want your ad to appear when the term “game” is in the search, then
when you build your keyword list, you just include the word


       (With a minus sign) in the list.

        Here’s the list of NEGATIVE keywords – stuff from the Overture search that we
specifically do NOT want:

                Negative keywords

                -0.3                                                                delete
                -18                                                                 delete
                -3                                                                  delete
                -4                                                                  delete
                -cheat                                                              delete
                -download                                                           delete
                -game                                                               delete
                -mortal                                                             delete
                -simulator                                                          delete
                -software                                                           delete
                -wilson                                                             delete
                Overall       190.5 87.5 $0.05 $0.05 $9.99 $4.63 1.3 1.4

       Note: I added these negative keywords after I put in the first list, and as you can
see, Google’s traffic estimator showed the total traffic with the negatives included to be

                     ©2004 Perry S. Marshall & Associates.     48
        Pay close attention here. Google just estimates ~1% CTR on your campaigns, it
doesn’t know that people looking for software will never click on this ad. So it shows the
clicks going from 190.5/day to 87.5/day. What’s going to happen is, you’ll ACTUALLY
get half the impressions but probably just as many clicks.

           That means that the overall CTR is DOUBLED by using negatives!

       Important lesson: Sometimes negative keywords can make the difference
between getting over the 0.5% hump or not; sometimes using them will double your
CTR. It means you’re not bidding on bad traffic. Many people will have a list of
negative keywords that they include in most of their campaigns!

           OK, so here’s what happened:

           I wrote an ad, as you can see here. We ran this for one day, and here are the

Ad Group #2 Pause Ad Group - Delete Ad Group
     Create New Ad                    Current maximum cost-per-click: USD $0.10 Modify Price or
Hand To Hand Combat                   Keywords
How to defeat any criminal threat
From world's top Spec Op Instructor                                                     Avg.                                                                        CPC          Cost   Avg.
         Clicks: 0                           Keyword           Clicks Impr. CTR        (USD)        (USD)   Pos
  Clickthrough Rate: 0.0%
                                      combat desert **             0     660 0.0%               -       -   1.1
       Edit - Delete
                                      combat **                    0     470 0.0%               -       -   1.7
                                      combat zone **               0       23 0.0%              -       -   1.6
                                      combat boot **               0       10 0.0%              -       -   2.1
                                      combat desert map **         0        6 0.0%              -       -   2.2
                                      combat mission **            0        6 0.0%              -       -   1.2
                                      combat sports **             0        6 0.0%              -       -   1.0
                                      hand to hand combat
                                                                   0        6 0.0%              -       -   1.4
                                      combat future system
                                                                   0        5 0.0%              -       -   1.0
                                      combat instinct **           0        5 0.0%              -       -   1.0
                                      combat compensation
                                                                   0        4 0.0%              -       -   3.8
                                      related special **
                                      combat engineer **           0        4 0.0%              -       -   1.5
                                      combat aircraft **           0        2 0.0%              -       -   1.5
                                      Negative keywords


                          ©2004 Perry S. Marshall & Associates.                      49
                             Subtotal: Search Ads         0    1213 0.0%               -   $0.00   1.4
                             Ads [ more info ]
                             Subtotal: Content-
                                                          0        0    -              -       -    -
                             Targeted Ads

                             Overall                      0    1213 0.0%               -   $0.00   1.4

       We got ZERO clicks!




       Google even DISABLED the campaign.

       Google doesn’t work! Right?


       What was wrong was the “message to market match.” We didn’t enter “the
conversation inside the web surfer’s head.”

       Important Lesson: When your customer is web surfing, there’s a
conversation going on inside their head when they type an entry into a search

                 ©2004 Perry S. Marshall & Associates.                     50
          Your goal is to match that conversation perfectly.

          If you do, you’ll get a high CTR.

          If you don’t, you won’t!

          It’s that simple.

        Now we could probably fix this by changing the ad. However… since we got NO
clicks, not even a modicum of interest, I’m going to punt on “Combat” for now and try
“Self Defense.” I reasoned that a person typing “self defense” is more focused on this
than a person who types in “combat” – because they might just be looking for info on the
Iraqi war and they don’t care about videos or training.

        So once again I generated a list of keywords. I wrote two ads, not one, and ran it
for a day. Here’s what it looks like after about 24 hours:

Ad Group #3 Pause Ad Group - Delete Ad Group
     Create New Ad                   Current maximum cost-per-click: USD $0.15 Modify Price or
Easy Self Defense                    Keywords
For Ordinary People
Fast Personal Protection Training                                                   Avg. CPC      Cost       Avg.                           Keyword            Clicks Impr. CTR       (USD)       (USD)       Pos
        Clicks: 20                    self defense               39   2399   1.6%       $0.13      $4.87     2.4
  Clickthrough Rate: 1.4%
                                      japan self defense
 Average cost-per-click: USD                                      0     51   0.0%           -            -   3.8
       Edit - Delete                  womens self defense         1     41   2.4%       $0.15      $0.15     1.7
                                      self defense training       1     34   2.9%       $0.10      $0.10     3.4
                                      self defense class          1     31   3.2%       $0.07      $0.07     1.3
                                      self defense female         0     30   0.0%           -            -   1.3
Simple Self Defense                   street self defense               30   3.3%       $0.10      $0.10     3.6
For Ordinary People
Fast Personal Protection Training     martial arts self
                                                                  0     29   0.0%           -            -   3.1                      defense
        Clicks: 29                    self defense school         0     26   0.0%           -            -   4.8
  Clickthrough Rate: 1.9%
                                      self defense video          0     24   0.0%           -            -   3.1
 Average cost-per-click: USD
           $0.14                      self defense law            1     23   4.3%       $0.15      $0.15     4.1
       Edit - Delete                  israeli self defense        0     22   0.0%           -            -   4.8
                                      self defense book           0     17   0.0%           -            -   3.6
                                      koo self defense            0     16   0.0%           -            -   5.1

  (3 Deleted Creatives)               self defense course         0     16   0.0%           -            -   3.2
         Clicks: 0                    self defense online         2     15 13.3%        $0.11      $0.22     3.8
 Clickthrough Rate: 0.0%              self defense product        0     14   0.0%           -            -   3.4
                                      learn self defense          1      8 12.5%        $0.12      $0.12     3.0

                           ©2004 Perry S. Marshall & Associates.                      51
                            self defense
                                                      1       8 12.5%         $0.14    $0.14   2.9
                            self defense store        0       8   0.0%            -        -   4.4
                            self defense technique    1       8 12.5%         $0.06    $0.06   2.0
                            wholesale self
                                                      0       1   0.0%            -        -   16.0
                            case defense self         0       0    -              -        -    -
                            control defense gun
                                                      0       0    -              -        -    -
                            self defense for child    0       0    -              -        -    -
                            self defense for girl     0       0    -              -        -    -
                            self defense lesson       0       0    -              -        -    -
                            self defense move         0       0    -              -        -    -
                            self defense tactic       0       0    -              -        -    -
                            self defense taser        0       0    -              -        -    -
                            self defense tip          0       0    -              -        -    -
                            "self defense"            0       0    -              -        -    -
                            [self defense]            0       0    -              -        -    -

                            Subtotal: Search
                                                     49   2919 1.6%          $0.13     $5.98   2.6

                            Content-Targeted Ads [ more info ]
                            Content-Targeted         0       0     -              -        -    -

                            Overall                  49   2919 1.6%          $0.13     $5.98   2.6

       Now obviously some terms didn’t get any searches at all. After all, only a day has
gone by. But obviously the term “self defense” did well – 39 clicks out of 2399 searches.

       The top ad got 20 clicks (1.4%), the 2nd ad got 29 (1.9%).

       So here’s what we’re going to do next – and why:

       1. Most people would delete the ad that got 20 clicks because the 29 is better.
          There’s not quite enough results to make that judgment yet. Generally
          speaking, after you’ve gotten 30 clicks you’re 95% sure that the data is right.
          There’s still some margin for error so I’ll leave the first one up. But I’m
          going to write another ad to run against these, as you’ll see.
       2. The term self defense got a lot of clicks, but how are people typing it in
          exactly? Are they typing it in all by itself, or with other words that we’re not
          guessing? There’s a way to find out. Here’s how:

                 ©2004 Perry S. Marshall & Associates.                  52
               We’re going to bid on
               “self defense” ---with quotes around it
               which means it will appear for any of the following example searches

               new york self defense
               self defense seattle
               tupelo self defense project

               but not

               defense self
               new york defense self
               tupelo self project defense


               We’re going to bid on
               [self defense]
               which means it will appear ONLY when only those two words are typed
               together, in that order.

               So a couple of days go by, and here’s what we get:

Ad Group #3 Pause Ad Group - Delete Ad Group
     Create New Ad                   Current maximum cost-per-click: USD $0.15 Modify Price or Keywords
Easy Self Defense
For Ordinary People                                                                        Avg.
Fast Personal Protection Training                                                          CPC Cost Avg.                               Keyword          Clicks Impr. CTR          (USD) (USD) Pos
         Clicks: 15                       "self defense"            33   4873 0.6%            $0.11   $3.61   3.3
  Clickthrough Rate: 0.6%
 Average cost-per-click: USD              [self defense]            15     820 1.8%           $0.11   $1.65   2.7
                                          self defense               1     295 0.3%           $0.15   $0.15   2.0
       Edit - Delete
                                          self defense
                                                                     5      92 5.4%           $0.14   $0.68   1.4
Simple Self Defense                       class
For Ordinary People
Fast Personal Protection Training
                                          self defense law           1      75 1.3%           $0.13   $0.13   3.3                          self defense
                                                                     0      64 0.0%               -       -   3.0
         Clicks: 22                       video
  Clickthrough Rate: 0.9%
                                          japan self
 Average cost-per-click: USD                                         0      61 0.0%               -       -   2.8
                                          defense force
       Edit - Delete                      self defense               1      59 1.6%           $0.08   $0.08   4.4

                        ©2004 Perry S. Marshall & Associates.                         53
Simple Self Defense                       training
For Ordinary People
Easy Personal Protection Training         israeli self                                                     0      53 0.0%               -       -   3.3
         Clicks: 26
                                          street self
  Clickthrough Rate: 1.1%                                            2      48 4.1%           $0.14   $0.27   2.5
 Average cost-per-click: USD
           $0.12                          self defense
       Edit - Delete                                                 0      40 0.0%               -       -   3.3
                                          martial arts self
   (3 Deleted Creatives)                                             1      39 2.5%           $0.14   $0.14   3.1
         Clicks: 0
                                          womens self
                                                                     0      38 0.0%               -       -   3.3
                                          learn self
                                                                     2      32 6.2%           $0.13   $0.26   3.5
                                          self defense
                                                                     0      29 0.0%               -       -   4.2
                                          self defense
                                                                     1      16 6.2%           $0.11   $0.11   1.9
                                          self defense
                                                                     0      14 0.0%               -       -   2.8
                                          self defense
                                                                     0      12 0.0%               -       -   3.5
                                          self defense
                                                                     0      11 0.0%               -       -   3.4
                                          tae kwon do self
                                                                     0      11 0.0%               -       -   5.0
                                          basic self
                                                                     1      10 10.0%          $0.09   $0.09   3.4
                                          israel self
                                                                     0      10 0.0%               -       -   3.0
                                          self defense
                                                                     0        8 0.0%              -       -   3.8
                                                                     0        7 0.0%              -       -   3.9
                                          definition self
                                          maryland self
                                                                     0        5 0.0%              -       -   4.6
                                          oklahoma self
                                                                     0        5 0.0%              -       -   2.6
                                          defense act
                                          wholesale self
                                                                     0        4 0.0%              -       -   9.8
                                          self defense
                                                                     0        2 0.0%              -       -   2.0
                                          self defense style         0        2 0.0%              -       -   3.0

                        ©2004 Perry S. Marshall & Associates.                         54
                                      self defense
                                                                     0         1 0.0%                 -          - 10.0
                                      self defense tip               0         1 0.0%                 -          -   4.0
                                      control defense
                                                                     0         0       -              -          -    -
                                      gun self
                                      karate and self
                                                                     0         0       -              -          -    -
                                      non lethal self
                                                                     0         0       -              -          -    -
                                      defense product
                                      pepper spray for
                                                                     0         0       -              -          -    -
                                      self defense
                                      self defense
                                                                     0         0       -              -          -    -
                                      Subtotal: Search
                                                                    63    7053 0.8%            $0.12      $7.17      3.2

                                      Content-Targeted Ads [ more info ]
                                      Content-                       0         0       -              -          -    -
                                      Targeted Ads

                                      Overall                       63    7053 0.8%            $0.12      $7.17      3.2
                                      * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

        The first thing I’d like you to notice is what happened with the different variations
on ‘self defense.’

  Keyword        Clicks Impr. CTR Avg. CPC (USD) Cost (USD) Avg. Pos
"self defense"     33   4873 0.6%                     $0.11              $3.61        3.3
[self defense]     15     820 1.8%                    $0.11              $1.65        2.7
self defense        1     295 0.3%                    $0.15              $0.15        2.0

        The first (“self defense”) is basically every phrase using self defense that we
couldn’t come up with in the rest of our list. The CTR is OK but not great. There are
surfers we’re not getting because we’re not addressing their needs.

      What am I going to do about this? I’m going to pull this ad OUT and put it in a
new campaign and try some new ads with it.

       The second [self defense] comes in strong at 1.8%. Our ad is a good match for
people who type in JUST that exact phrase. Of course any improvement over 1.8%
means more visitors for the same amount of money. That’s worth the trouble.

                    ©2004 Perry S. Marshall & Associates.                                     55
       The third does very poorly because it only addresses people who typed other
words between ‘self’ and ‘defense’ and perhaps didn’t even type the words in that order.

         OK, so what about the ad copy?

Easy Self Defense
For Ordinary People
Fast Personal Protection Training
Clicks: 15
Clickthrough Rate: 0.6%
Average cost-per-click: USD $0.12
Edit - Delete

Simple Self Defense
For Ordinary People
Fast Personal Protection Training
Clicks: 22
Clickthrough Rate: 0.9%
Average cost-per-click: USD $0.12
Edit - Delete

Simple Self Defense
For Ordinary People
Easy Personal Protection Training
Clicks: 26
Clickthrough Rate: 1.1%
Average cost-per-click: USD $0.12
Edit - Delete

        Now remember the first ad under-performed the second 4-5 days ago, and those
results are not included here. So the 2nd ad is a loser. We’re going to get rid of it.

         Why do #2 and #3 do better? I’m not certain but I have a hunch.

         “Simple Self Defense” rolls off the tongue better than “Easy Self Defense.”

         It has a better rhythm.

        IMPORTANT POINT: You know what? One of the things I’ve found, after
testing hundreds of AdWords ads, is that people respond to ads with rhythm.

     It sounds crazy, but it’s true. One of the best tests of an AdWords ad is: Read it
OUT LOUD. Does it have a bit of a cadence?

      If you can make the rhythm of the ad flow a little better, you’ll almost certainly
improve the response rate. Really good AdWords ads have a sort of sing-song quality to

                        ©2004 Perry S. Marshall & Associates.   56
          Before you laugh at me, try it.

        The Jury’s still out on #2 vs. #3, we haven’t had 30 clicks yet, so I’m going to get
rid of #1 and write a new third ad to test.

          Here’s the new ad we’re going to test:

Simple Self Defense
Easy Personal Protection Training
For Ordinary People

          All I did was REVERSE the order of two lines.

          Why did I do this?

          First, I think it has better rhythm.

        Second, when in doubt, this is one of the easiest things to try. Here’s an example
of a real campaign from a client project.


Since Google Allows You To Rotate Multiple Ads, you can make copy
changes and compare with precision. The differences can be amazing.

The Amazing Sensitivity of Advertisements to Copy Changes!

Reversing the order of two tiny sentences cuts the response by 83%. Or, to put it another
way, the correct order increases response by 516%!

Ethernet Basics Guide
Simple Tutorial on Ethernet, TCP/IP
5 Page Paper - Free PDF Download
Clicks: 40
Clickthrough Rate: 3.7%

Ethernet Basics Guide
5 Page Paper - Free PDF Download
Simple Tutorial on Ethernet, TCP/IP
Clicks: 11
Clickthrough Rate: 0.6%

                          ©2004 Perry S. Marshall & Associates.   57
      This example is even more dramatic. Reversing the order cuts the response by
97%. Or, to put it another way, the correct order results in an increase of 3600%!

Popular Ethernet Terms
3 Page Guide - Free PDF Download
Complex Words - Simple Definitions
Clicks: 2
Clickthrough Rate: 0.1%

Popular Ethernet Terms
Complex Words - Simple Definitions
3 Page Guide - Free PDF Download
Clicks: 39
Clickthrough Rate: 3.6%

        Now if you look carefully at what happened here, you can figure it out. The good
ads put the BENEFIT first (“Complex Words – Simple Definitions”) and the FEATURE
(“3 Page Guide – Free PDF Download”) last. It’s the best illustration of “Features vs.
Benefits” I’ve ever seen!

Look here! Only ONE thing has changed. Can you tell what it is?

Marketing Has Changed
Replace Brute Force Selling
With Marketing Intelligence
Clickthrough Rate: 2.3%

Marketing Has Changed
Replace Brute Force Selling
With Marketing Intelligence
Clickthrough Rate:

Marketing Has Changed
Replace Brute Force Selling
With Marketing Intelligence
Clickthrough Rate:

     Look again. That’s right… the only thing that changed was the TEXT and

        The lesson here is this: AdWords ads are extremely sensitive to copy changes.
Even the tiniest things can swing huge differences. Don’t forget that in the group of
three ads you see here, the cost of running these ads over time is exactly the same.

      That’s right. Whether you get 0.4% CTR, 0.9% CTR or 2.3% CTR, the money
Google charges you per 1000 impressions is the same. The improvement from 0.4% to

                          ©2004 Perry S. Marshall & Associates.   58
2.3% gives you 5.75 times as many visitors at the same price. Or in other words, it cuts
your cost per click by 83%!

      What I just showed you is the #1 secret to mastering AdWords: Tiny copy
changes that swing huge differences in response.

      Most people won’t have the patience to do this experimentation so they’ll pay
more. And you’ll win in the end.

        Important Secondary Lesson: This is not unique to Google AdWords or the
Internet. In reality, ALL advertising copy is extremely sensitive to changes. Little things
like capitalization and the choice of a single word make a huge difference anywhere –
direct mail, websites, print advertisements or whatever. It’s just that very few advertisers
ever test! You can understand why, since it takes months to get results back from
magazine ads, for example. But here we can find out in hours or days.

       I strongly recommend that before you spend lots of money in other advertising
media, that you perfect your messages and headlines on the web using AdWords and
your website first!

                  ©2004 Perry S. Marshall & Associates.          59
Your “Getting Started” Ad Content Checklist

1. Rule #1 is “Enter the conversation going on inside their head.” They just typed
   something in Google – so give them exactly what they’re looking for and they’ll
   click. The biggest mistake advertisers make is focusing on themselves instead of
   their customer.
2. Make sure the text in the ad matches what they search. If you’re bidding on
   self defense then put the words self defense in your ad. Not only are they
   looking for that, Google will put those words in bold. That makes your ad stand
   out more.
3. The secret to super-high click-thru rates is close matches on very specific phrases.
   For example: You bid on the phrases how to change oil, how to
   change the oil in my car, how do I change the oil in
   my car, and how to change the oil in your car. Then you
   write an ad that says “How To Change The Oil In Your Car.” Exact phrases
   like that aren’t typed in terribly often, but when they are, the person is obviously
   looking for something extremely specific. If you put exactly what they’re
   looking for in front of them, you’ll typically get CTRs of 10-20%. Some of my
   campaigns generate more clicks from seldom-searched specific phrases like these
   than much more popular general terms.
4. Rotate 2 or 3 ads simultaneously. If you write 2 ads, Google will automatically
   rotate them evenly. After 20-30 clicks, you can consider the data reliable and
   delete the poorer of the two. Now write another one and try to beat it. Direct
   mail people call this “beating the control” – the “control” is the best-performing
   ad to date. Play beat-my-control constantly, and even if more and more
   companies are bidding on those words, your bid prices will usually continue to go
5. Every word matters. In the previous self defense example, I changed one word –
   one ad says “Easy Personal Protection Training” and the other says “Fast Personal
   Protection Training.” One word makes a difference.
6. Capitalization makes a difference. Most of the time, capitalizing the first letter of
   the major words in your ad (“for Ordinary People”) works best, but that’s not a
   hard rule. For the self defense ad, I would test the following: for ordinary people,
   for Ordinary People, For Ordinary People. Just test these one at a time, and your
   CTR will inch up little by little by little. You should even test the capitalization
   of the URL: vs. vs. Those will make a difference!
7. Play your hunches. You’ll think of stuff when you’re taking a shower or playing
   with your kids. Write it down so you don’t forget!
8. Look at what other advertisers are doing. I’m not saying you should copy them,
   or that you should do the opposite. But if someone’s kept a high position for a
   long time, you can be reasonably sure that they’ve hit a sweet spot (or else they’re
   paying a lot.) And when ads have a short popularity bar instead of a long one,
   that’s a sure way to know they’re about to get disabled.

              ©2004 Perry S. Marshall & Associates.          60
                    How to Advertise in Local Markets
The Internet is inherently a worldwide communication medium, but studies show that a
whopping 25% of all internet searches are locally oriented – people searching for
buildings to rent, dry cleaners, plumbers, electricians, IT consultants, movies and every
other imaginable thing. It’s difficult to make the Internet locally oriented, but a lot of
effort is being expended by Google and other companies to do just that – it’s one of the
biggest new marketing opportunities on the web.

Google uses IP addresses (and probably some other tricks) to identify the physical
location of web surfers and serves up regionally targeted ads. If I search for “commercial
real estate” here in Chicago I get a mix of both local and national listings:

Take a look here – all of the Regionally Targeted listings here say “Chicago, IL” or
“Illinois” and they’re mixed in with the national listings.

Note that Google gives no advantage or disadvantage to a local listing over a national
one. The bidding rules, the rankings based on bid price and click-thru rate are exactly the
same – they have no preference for local advertisers over national.

Here’s the most important thing you need to know about doing regional targeting:
You need TWO ad campaigns – one that’s regionally targeted with general

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       For permissions or joint venture opportunities contact Perry Marshall,        61
keywords, and another that’s nationally targeted, with ALL local keywords.
Google’s system for showing local ads is not 100% accurate so this helps you cover your

So when you set your campaign settings, select regional targeting like this:

Here’s an ad campaign that’s targeted at 1) Boise Idaho and 2) the entire state of Illinois:

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        62
From that point forward, everything else you do in this campaign is the same as the rest
of the book, and your ads will only be seen in Boise, Idaho and in Illinois.

But there’s a second strategy you need to employ: A nationally targeted campaign with
local keywords, like “illinois computer consultant” and “chicago computer consultant.”

So you go get a map or grab a list of cities from a website somewhere and make a list like

        Illinois computer consultant
        Chicago computer consultant
        Schaumburg computer consultant
        Villa park computer consultant
        Palatine computer consultant
        Illinois IT consultant
        Chicago IT consultant
        Villa Park IT consultant
        Palatine IT Consultant

…and so on.

To really do this right you need to combine a large list of general keywords (the same
ones you used on the regionally targeted campaign) with a large list of cities and towns.
You can use an Excel spreadsheet to mix and match them together.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        63
You’ll end up with a massively huge keyword list, and 95% of them will never get
searches and the rest may only get a few. However it doesn’t cost anything to bid on
these keywords if nobody clicks, and when people do click, they’ll only be 5 or 10 cents.
Not much traffic, but what you do get will be bargain priced.

So your Google account is set up like this:

        Campaign #1: Regional Targeting Only
              Group 1: computer consultant
              Group 2: IT consultant

        Campaign #2: National Targeting – entire USA
              Group 1: Chicago computer consultant
              Group 2: Chicago IT consultant

Now you have both bases covered, and you’ll be getting as much traffic as possible for
your local market. In most cases it won’t be very much traffic, but it will usually not be
very expensive.

                             Targeting Your Market Geographically:
                                     An Additional Feature

If you want to get even more specific than your country, state and city, you can specify a
precise address, or a set of latitudes and longitudes where you want your ads to show, and
only computer users in that particular area will see your ads.

To set up this feature, when you’re determining your Campaign Settings, after you’ve
selected your language, you can choose “Customized” from your list of location targeting

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        64
That will then take you to the next page where you can choose how you want to describe
your geographical area.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        65
                                  Part Two:
Managing the Basics

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
         How Many Keywords Should Be in a Single Ad Campaign?
        In an ideal world, you’d have a separate ad for every keyword. But in the real
world, that’s impractical.

        There are a couple of approaches to this.

        1.            “Peel & Stick” – You dump ALL your keywords into a single
                      campaign and let it run. You take the words that are doing poorly, peel
                      them off that campaign (i.e., delete them) and stick ‘em into a new
                      campaign. This is kind of a sloppy way to do it, but it does work.
        2.            “Tight Clusters” – You group your keywords as follows. Let’s use
                      the “self defense” example. We use “Campaigns” for major concepts
                      and “Ad Groups” for subdivisions of the major concepts. Note that
                      each of the squares in this table represents one ad and an entire list of
                      closely-related keywords:

                            How to Organize Your Campaigns
                                  “Self Defense” Example
 Good organization makes it much easier to manage campaigns and match your keywords to ads
              Campaign 1      Campaign 2      Campaign 3     Campaign 4      Campaign 5
 General      Self Defense    Martial Arts    Fighting       Security &      Protection
 Concept>>                                                   Safety
 Ad Group 1 Women’s self Karate               Wrestling      Personal        Self
              defense                                        Safety          Protection
 Ad Group 2 Defense Class Tae Kwon Do Grappling              Women’s         Women’s
                                                             safety          protection
 Ad Group 3 Defense           Aikido          Hand to Hand Personal          Child
              Video                           Combat         Security        protection
 Ad Group 4 Defense           Hapkido         Weapons        Children’s      Assault
              Tactic                          Combat         Security        protection

        3.            Tight clusters + Peel & Stick (Best!) – Get the best of both worlds.
                      Any time a particular phrase is performing poorly – or has a wildly
                      different bid price than the others – or expresses a significantly
                      different concept – then Peel & Stick it into a new campaign. Really
                      hot keywords with high volumes and/or high bid prices generally
                      deserve their own dedicated campaigns. You can put large numbers of
                      low-traffic keywords in their own single campaign. Note: Peel &
                      Stick is the natural, logical thing to do as you watch your campaigns
                      develop over time.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        67
                               A Real-Life Example of Peel & Stick

        For the TFT Group Self Defense example, I deliberately stuck a lot of keywords
into one campaign, even though ideally these should be broken up. Here’s how the
campaign has developed now after a couple of weeks; I’ve highlighted the ones that need
to be “peeled”:

         Keyword               Clicks Impr. CTR Avg. CPC (USD) Cost (USD) Avg. Pos
"self defense"                    243 25480 0.9%                    $0.09        $20.32      3.4

[self defense]                    154    4594 3.3%                  $0.13        $18.69      1.7

self defense                       40    2494 1.6%                  $0.13         $4.95      2.4

self defense class                 17     621 2.7%                  $0.13         $2.10      2.0

self defense law
                                    4     540 0.7%                  $0.11         $0.43      3.4
self defense training              11     449 2.4%                  $0.11         $1.19      3.9

self defense fighting               2     325 0.6%                  $0.14         $0.27      2.3

self defense video                  1     321 0.3%                  $0.13         $0.13      3.2

self defense school                 1     272 0.3%                  $0.05         $0.05      3.5

street self defense                 7     272 2.5%                  $0.09         $0.57      3.3

martial arts self defense           3     261 1.1%                  $0.13         $0.39      3.4

japan self defense force
                                    0     242 0.0%                       -             -     3.1
womens self defense                 3     229 1.3%                  $0.14         $0.42      3.2

self defense online                 8     221 3.6%                  $0.11         $0.81      2.9

self defense weapon                 0     211 0.0%                       -             -     4.0

self defense course                 1     192 0.5%                  $0.05         $0.05      3.4

self defense female                 0     173 0.0%                       -             -     2.1

israeli self defense                2     169 1.1%                  $0.10         $0.19      3.9

self defense equipment              5     165 3.0%                  $0.14         $0.70      2.9

basic self defense                  2     124 1.6%                  $0.12         $0.23      3.3

police self defense                 0     115 0.0%                       -             -     3.9

psychic self defense                0     114 0.0%                       -             -     5.5

learn self defense                  4     112 3.5%                  $0.12         $0.48      3.0

hapkido self defense                1     101 0.9%                  $0.06         $0.06      2.9

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        68
        Let’s go over these. “Self Defense Law” and “Japan Self Defense Force”
shouldn’t have been in the list in the first place, since they’re not even related. I’m going
to delete these.

       So here’s what I did with the remaining phrases. My first strategy is to match the
copy in the ad to the keyword phrase:

Ad Group #4 Pause Ad Group - Delete Ad Group
        Create New Ad                   Current maximum cost-per-click: USD $0.15                         Modify Price or Keywords

                                                                                                  Avg. CPC             Cost        Avg.
 Self Defense Fighting
 Fast Personal Protection Training          Keyword                Clicks Impr. CTR                (USD)              (USD)        Pos
 For Ordinary People                    self defense
                                                                          0         0      -                     -             -    -
 Interest:                           fighting
              Clicks: 0              Subtotal: Search Ads                 0         0 0.0%                       -         $0.00    -
             Edit - Delete

                                     Content-Targeted Ads [ more info ]
                                     Subtotal: Content-
                                                                          0         0      -                     -             -    -
                                     Targeted Ads

                                     Overall                              0         0 0.0%                       -         $0.00    -
                                     * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

       When a person searches for “self defense” and the ad has that text in it, it will be
highlighted on Google, making it more noticeable:

                                                 Sponsored Links

                                          Self Defense Products
                                          Give a gift of personal safety and
                                          peace of mind this year.

                                          Self Defense-Free Shippng
                                          Pepper spray, handcuffs, batons,
                                          stun guns. Low prices & no ship fee

                                          Simple Self Defense
                                          Fast Personal Protection Training
                                          For Ordinary People

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,                             69
Notice here that I’ve expanded on the term “self defense video” to include videos (plural)
and film, films and DVD.

Ad Group #5 Pause Ad Group - Delete Ad Group
         Create New Ad               Current maximum cost-per-click: USD $0.15                         Modify Price or Keywords

                                                                                              Avg. CPC           Cost          Avg.
 Self Defense Videos
 Fast Personal Protection Training         Keyword              Clicks Impr. CTR               (USD)            (USD)          Pos
 For Ordinary People                    self defense
                                                                        0        0     -                   -               -    -
 Interest:                           dvd
              Clicks: 0
                                     self defense
             Edit - Delete                                              0        0     -                   -               -    -
                                     self defense
                                                                        0        0     -                   -               -    -
                                     self defense
                                                                        0        0     -                   -               -    -
                                     self defense
                                                                        0        0     -                   -               -    -
                                     Subtotal: Search
                                                                        0        0 0.0%                    -      $0.00         -

                                     Content-Targeted Ads [ more info ]
                                     Subtotal: Content-
                                                                        0        0     -                   -               -    -
                                     Targeted Ads

                                     Overall                            0        0 0.0%                    -      $0.00         -
                                     * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,                     70
          In the process of doing this, you’ll always think of stuff and kick yourself for not
          thinking of it sooner. In this case, I suddenly realized that “self-defense” is a very
          important variation of “self defense.” Take a look at the bid estimator:

                     Choose currency and maximum cost-per-click
                          USD $           0.15              Recalculate Estimates

                                             Traffic Estimator         *

                       Clicks        Average                   Cost /       Average
                          /        Cost-Per-Click               Day         Position
    Keyword             Day            (USD)                   (USD)            [?]

self defense                                                                           suggest keywords /
                         < 0.1                      $0.06         $0.00         3.0
school                                                                                 delete
self defense                                                                           suggest keywords /
                            0.2                     $0.06         $0.02         2.8
schools                                                                                delete
self-defense                                                                           suggest keywords /
                            0.4                     $0.05         $0.02         2.7
school                                                                                 delete
self-defense                                                                           suggest keywords /
                         < 0.1                      $0.06         $0.00         3.0
schools                                                                                delete
Overall                     0.5                     $0.06         $0.03         2.7
                                             Change Keywords

                                                 Save & Continue » »

      Pay attention: “self-defense” gets MORE clicks here than self defense. So far in
my campaigns I’ve been missing maybe half of the potential traffic.

      After I’m done with this I’m going to go back and add “self-defense” to ALL the
campaigns. The traffic is going to shoot up!

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       For permissions or joint venture opportunities contact Perry Marshall,        71
Ad Group #6 Pause Ad Group - Delete Ad Group
        Create New Ad                  Current maximum cost-per-click: USD $0.15                         Modify Price or Keywords

                                                                                                 Avg. CPC           Cost       Avg.
 Self Defense School
 Fast Personal Protection Training          Keyword               Clicks Impr. CTR                (USD)            (USD)       Pos
 Live, Video and Web Instruction                    self defense
                                                                         0         0     -                     -           -    -
 Interest:                           school
              Clicks: 0
                                     self defense
             Edit - Delete                                               0         0     -                     -           -    -
                                                                         0         0     -                     -           -    -
                                                                         0         0     -                     -           -    -
                                     Subtotal: Search
                                                                         0         0 0.0%                      -       $0.00    -

                                     Content-Targeted Ads [ more info ]
                                     Subtotal: Content-
                                                                         0         0     -                     -           -    -
                                     Targeted Ads

                                     Overall                             0         0 0.0%                      -       $0.00    -
                                     * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

              Adding “Self-Defense” to the list

       Instead of adding self-defense to the original list, I started a new campaign with
its own dedicated ad as you see here:

                                         Simple Self-Defense
                                         Fast Personal Protection Training
                                         For Ordinary People

       Notice the slightly different ad, with the hyphen included. The Google bid
estimator predicts 38 more clicks a day just by adding the hyphenated version! That’s
50% more traffic.

        It’s kind of embarrassing that I didn’t think of this sooner (I wasn’t using my own
software when I generated this list, so maybe that’s a good excuse) but I can promise you,
you’ll almost always miss things like this the first time out. That’s why it takes time for
these campaigns to develop.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,                           72
                                            Another Example of “Peel & Stick”

                   Let’s look at Jerry Hopkins’ running campaign. I let it run a few days and here
            are some of the results we got:

       Create New Ad                        Current maximum cost-per-click: USD $0.40            Modify Price or Keywords

                                                                                            Avg. CPC            Cost           Avg.
Runners, No More Pain
No more shin splints or knee pain             Keyword            Clicks Impr. CTR            (USD)             (USD)           Pos
Find out more                  knee injury
                                                                      36   4991 0.7%                 $0.21        $7.22        1.6
Interest:                             (Peel & Stick)
       Clicks: 275
                                      running training                30   3115 0.9%                 $0.33        $9.63        1.5
    Clickthrough Rate:0.6%
 Average cost-per-click: USD          marathon running                23   2023 1.1%                 $0.27        $6.16        1.4
       Edit - Delete                  cross country
                                                                      12   1507 0.7%                 $0.10        $1.16        1.4
 (1 Deleted Creatives)
        Clicks: 3                     foot injury                      1     965 0.1%                $0.24        $0.24        3.0
Clickthrough Rate: 0.2%
Average cost-per-click:
                                      running exercise                 6     776 0.7%                $0.13        $0.77        1.6
       USD $1.29                      running jogging                  3     642 0.4%                $0.11        $0.32        2.1

                                      running technique                6     463 1.2%                $0.06        $0.35        1.1

                                      running injury                   6     430 1.3%                $0.12        $0.71        1.4

                                      calf injury                      6     427 1.4%                $0.08        $0.48        1.3

                                      running workouts                 3     348 0.8%                $0.14        $0.40        1.5

                                      beginning running                3     277 1.0%                $0.05        $0.15        1.1

                                      running knee injury
                                                                       8     189 4.2%                $0.12        $0.96        1.4
                                      (Peel & Stick)
                                      jogging training                 1     181 0.5%                $0.05        $0.05        2.3

                                      heel injury                      1     180 0.5%                $0.05        $0.05        1.8

                                      fitness jogging                  4     116 3.4%                $0.19        $0.74        1.7

                                      jogging program                  2     102 1.9%                $0.26        $0.52        2.0

                   I have a suspicion that an ad with the word “injury” in it will do even better than
            the ad we’ve got now. So I’m taking these keywords out and putting them in a new

             ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
                   For permissions or joint venture opportunities contact Perry Marshall,          73
            Create New Ad                    Current maximum cost-per-click: USD $0.25              Modify Price or
Run Without Knee Injury
Stop Shin Splints & Knee Problems                                                              Avg. CPC        Cost       Avg.
One Runner's Discovery                            Keyword            Clicks Impr. CTR           (USD)         (USD)       Pos
Interest:                                    information on
                                                                           0       0     -                -           -    -
             Clicks: 0                       knee injuries
            Edit - Delete
                                             injuries from
                                                                           0       0     -                -           -    -
Run Without Knee Injuries
Stop Shin Splints & Joint Problems           injury from
One Runner's Discovery                                                     0       0     -                -           -    -                         running
                                             knee injuries                 0       0     -                -           -    -
             Clicks: 0
            Edit - Delete                    knee injuries
                                                                           0       0     -                -           -    -
                                             knee injury                   0       0     -                -           -    -

                                             run knee injuries             0       0     -                -           -    -

                                             run knee injury               0       0     -                -           -    -

                                             running knee
                                                                           0       0     -                -           -    -
                                             running knee
                                                                           0       0     -                -           -    -
                                             Subtotal: Search Ads          0       0 0.0%                 -    $0.00       -

             Not only did I delete “knee injury” related terms from the old campaign, I
     brainstormed some new keywords that I didn’t have before. I’ll watch this and see how it

             There’s another word that didn’t do so well: “Running.” That’s not too
     surprising. Words like this are always tough to get “over the hump.”

                                                                                                 Cost          Avg.
        Keyword        Clicks        Impr.        CTR             Avg. CPC (USD)                (USD)          Pos
     running *                7        1735       0.4%                                 $0.11        $0.77       1.6

     We needed 0.5%, but we only got 0.4%. This is promising. So we’re going to stick it in
     another campaign and give it a whirl. So I put it in its own campaign with the following
     two ads rotating:

       ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
             For permissions or joint venture opportunities contact Perry Marshall,         74
                                          Running Without Pain
                                          Stop Shin Splints & Knee Problems
                                          One Runner's Story

                                          Running Without Pain
                                          Stop Shin Splints & Knee Problems
                                          One Runner's Discovery

       Let’s rotate these two ads, which are similar to what almost worked before, and
see what happens.

        First I put the keyword “running” in the campaign. THEN I added the negative
keywords. Here are the numbers from Google’s Traffic Estimator on the difference in

                                                 Traffic Estimator
                         Clicks /           Cost-Per-Click           Cost /               Average
                          Day                   (USD)              Day (USD)             Position [?]
        Keyword        current forecast     current    forecast   current     forecast   current forecast

                                                                                                            suggest keywords /
running                290.0 170.0            $0.07      $0.07 $18.77 $11.25              2.3      1.8
Negative keywords

-always                                                                                                     delete
-apparel                                                                                                    delete
-away                                                                                                       delete
-board                                                                                                      delete
-boards                                                                                                     delete
-bull                                                                                                       delete
(and a whole bunch

For brevity, I’m only showing you part of the list of negative keywords. What I want you
to notice is that the estimated number of clicks went down by 30%. Actually, the number
of clicks probably wouldn’t go down at all, just the number of searches. What I really
did was improve my CTR by 30%, because a person searching for “running apparel” or
“running picture” or “running away” would not click on this ad anyway.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,                      75
                          The Power of Negative Keywords
             Sometimes adding Negative Keywords will get you over the hump. If you don’t
     want the word “free” in the person’s search, you put “-free” as a keyword and your ad
     will not appear when the word free is in the search.

             I was bidding on the word “OEM” (which stands for Original Equipment
     Manufacturer, a market I consult in) which is a cheap word – only 5 cents. But I couldn’t
     get this campaign to work until I added a whole bunch of negative keywords. This
     prevents my ads from appearing if these words are in a person’s search. This got rid of
     irrelevant searches and got me over the 0.5% minimum:

            Create New Ad                              Current maximum cost-per-click: USD $0.05         Modify Price or Keywords

                                                                                                     Avg. CPC          Cost       Avg.
OEM Marketing Tactics                                Keyword          Clicks     Impr.      CTR       (USD)           (USD)       Pos
Chasing Customers Doesn't Work
Don't Sell Harder - Market Smarter         oem                          4498     597693     0.7%            $0.06      $232.88    4.5                      Negative keywords
           Clicks: 4499
      Clickthrough Rate: 0.7%
 Average cost-per-click: USD $0.06         -part
           Edit - Delete                   -bmw
                                           Subtotal: Search Ads         4498     597773     0.7%            $0.06      $232.88    4.5

                                           Content-Targeted Ads             1       1398    0.0%            $0.05         $0.05   2.8

                                           Overall                     4499 599171 0.7%                   $0.06 $232.93           4.5
                                           * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

       ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
             For permissions or joint venture opportunities contact Perry Marshall,                 76
                                 The Power of Capitalization
       Just changing the capitalization on some of these words improved the CTR. This
made a little bit of difference; sometimes it makes a lot of difference.

 Arcnet networking
 Active hubs and PC cards
 drivers, software and support

Clicks: 50
Clickthrough Rate:   1.9%

 Arcnet Networking
 Active Hubs & PC Cards
 Drivers, Software and Support

Clicks: 53
Clickthrough Rate:   2.0%

      Here you see the same variation of two ads: One where it’s spelled and the other spelled Notice the difference:

 Simple Self Defense                                       Simple Self Defense
 For Ordinary People                                       For Ordinary People
 Fast Personal Protection Training                         Fast Personal Protection Training                                
 Interest:                                                 Interest:

Clicks: 20                                               Clicks: 22
Clickthrough Rate:   1.1%                                Clickthrough Rate:   1.3%

 Simple Self Defense                                       Simple Self Defense
 Easy Personal Protection Training                         Fast Personal Protection Training
 For Ordinary People                                       For Ordinary People                                
 Interest:                                                 Interest:

Clicks: 20                                               Clicks: 24
Clickthrough Rate:   1.1%                                Clickthrough Rate:   1.4%

Lower Case URL:                         Partially Upper Case URL:
Other possible variations to try:,,,
TFTGROUP.COM (Google would probably disapprove this one)

         My experience shows that capitalization of the URL can swing the response by
5% to 20%. As you can see, there are endless variations, and getting this little nuance
right is well worth it!

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       For permissions or joint venture opportunities contact Perry Marshall,        77
              Now after these campaigns ran for awhile, I got mixed results. Study the
top two ads and note the differences. One has the URL capitalized, the other doesn’t.
Here’s a complete list of the ads we tried over a period of several weeks:

 Simple Self Defense                                       Easy Self Defense
 For Ordinary People                                       For Ordinary People
 Fast Personal Protection Training                         Fast Personal Protection Training                                
 Interest:                                                 Interest:

Clicks: 266                                              Clicks: 35
Clickthrough Rate: 1.3%                                  Clickthrough Rate:   0.9%
Average cost-per-click: USD $0.11                        Average cost-per-click: USD $0.11
Edit - Delete                                            (Ad Deleted)

 Simple Self Defense                                       Simple Self Defense
 Fast Personal Protection Training                         For Ordinary People
 For Ordinary People                                       Fast Personal Protection Training                                
 Interest:                                                 Interest:

Clicks: 207                                              Clicks: 50
Clickthrough Rate: 1.3%                                  Clickthrough Rate:   1.3%
Average cost-per-click: USD $0.11                        Average cost-per-click: USD $0.13
Edit - Delete                                            (Ad Deleted)

 Simple Self Defense                                       Simple Self Defense
 Easy Personal Protection Training                         For Ordinary People
 For Ordinary People                                       Easy Personal Protection Training                                
 Interest:                                                 Interest:

Clicks: 158                                              Clicks: 26
Clickthrough Rate: 1.2%                                  Clickthrough Rate:   1.1%
Average cost-per-click: USD $0.11                        Average cost-per-click: USD $0.12
(Ad Deleted)                                             (Ad Deleted)

 Simple Self Defense                                       Simple Self Defense
 For Ordinary People                                       Easy Personal Protection Training
 Fast Personal Protection Training                         For Ordinary People                                
 Interest:                                                 Interest:

Clicks: 104                                              Clicks: 0
Clickthrough Rate: 1.1%                                  Clickthrough Rate:   0.0%
Average cost-per-click: USD $0.11                        (Ad Deleted)
(Ad Deleted)
                                                           Simple Self Defense
                                                           For Ordinary People
                                                           Easy Personal Protection Training

                                                         Clicks: 36
                                                         Clickthrough Rate:   0.8%
                                                         Average cost-per-click: USD $0.11
                                                         (Ad Deleted)

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       For permissions or joint venture opportunities contact Perry Marshall,        78
                                         Syndication Subtleties

       Google has an interesting policy they don’t talk about on their website:
Syndicated ads have to be approved by Google’s editorial staff before they appear on
syndicated sites, whereas pure Google ads go up right away.

       Implication: If you’re constantly changing your ads (to improve the copy) then
your ads might disappear from AOL for a couple of days.

       Solution: Rotate ads for improving your copy and make changes less than once
every two days.

                                            “Beginners Luck”

Never forget this: people usually search more than once.

        All things being equal, I usually find that campaigns have a better CTR when
they’re brand new than after they’ve run a few hours or a few days. I call this “beginners
luck.” This is not to be confused with the AdWords learning curve. It’s the fact that a
new ad, being seen for the first time, gets more clicks.

        Think about it: When you’re searching for something, and not finding what
you’re looking for right away, what do you do?

      You go back later – maybe a few hours, or a few days later – and search
again…and again…and again.

        I frequently search 3-4 times for things, and sometimes 10-20 times.

        What that means is that when you get a 1% CTR, you really may be getting 5-
10% of the people actually searching. When you get a 10% CTR, you really may be
getting 50% of the people who are searching!

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       For permissions or joint venture opportunities contact Perry Marshall,        79
        A Powerful Example of Easy Testing With
                           Focus Groups, Surveys, and Market Research
                           Real-World, Real-Time Data from the Streets

         You know what’s wrong with most “market research”? It’s not market research, it’s
opinion research. Opinions are what people say. Markets are about what they do. It’s a bad idea
to pay lots of money for people’s over-analyzed opinions. But it’s OK to get free advice when it
comes from paying customers and people who sell your product every day.

        Here’s an example of powerful, real-time market research on the Internet:

             How Pay-Per-Click Search Engines Quickly Assessed The Viability of
                                     A Product Name
                        …For Two Dollars and Seventy-Eight Cents.

        I’m the marketing & publicity director of TruthQuest, which is a local non-profit group
that hosts speakers and discussions on a variety of hot topics in religion and theology.

        Following the smash success of “Lord Of The Rings,” its sequel, “The Two Towers”
came out the following winter. So we decided to find ourselves a speaker who could talk about
this movie and the philosophical point of view of its author, J.R.R. Tolkien.

        We found someone, a Professor named Jerry Root from Wheaton College. He’s studied
Tolkien extensively and he’s an outstanding speaker. But the problem with an event like this is,
no matter how great he is, it doesn’t matter if nobody shows up.

        The title is crucial.

         Some folks came up with a preliminary title, "Is the Lord of the Rings Christian?" But I
didn’t think that’s a very good title. Not too intriguing. Too easy to say “No” or “Yes” and not
bother with it.

       The more marketing I do, the less I trust myself to come up with even just a good title.
So we brainstormed four titles and let the world vote on them. I used Google Adwords and had
an answer in 18 hours. Here’s how I did it.

         I took our proposed titles and made four ads, all rotating simultaneously. I purchased the
words “Tolkien” and “Tolkein.” (Tolkien is the correct spelling but you should always account
for the fact that many words have common mis-spellings like Tolkein, and you should buy those
words, too. Here, notice that click-thrus on mis-spelled words are 2-3X, AND the words are less
expensive – because other vendors aren’t bidding on them. Notice that one out of every 7
searches mis-spells the name!)

       I stuck this up there at about 3pm on a weekday and stopped it at 8am the next morning.
Here’s what the ads looked like, with the results:

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       For permissions or joint venture opportunities contact Perry Marshall,        80
 The Two Towers                              Current maximum cost-per-click: USD $0.06
 Tolkien, The Two Towers, and
 Spiritual Symbolism                                                      Avg. CPC          Cost         Avg.               Keyword Clicks Impr. CTR                 (USD)           (USD)         Pos

Clicks: 11
                                  tolkien          48 3878 1.2%                  $0.06        $2.43       1.4
Clickthrough Rate:   1.0%         tolkein            7    252 2.7%               $0.05        $0.35       1.6
Average cost-per-click: USD
$0.06                             Overall          55 4130 1.3%                  $0.06        $2.78       1.4

 Lord Of The Rings                                                 Notes:
 and The Spiritual Powers
 of Hobbits
                                 •    As you can see here, click-thru rates are dramatically                   different for different titles. The winner is “Spirituality of
 Interest:                            Tolkien: Hidden Messages In The Two Towers”
Clicks: 8                        •    This is vastly better than doing a “focus group” or a survey of
Clickthrough Rate: 0.7%               your friends. Why? Because if someone reads about this in
Average cost-per-click: USD
                                      the newspaper or on a flyer somewhere, their decision to
                                      either continue reading or ignore it is an impulse decision –
                                      not something they sit around thinking about. The decision
 Spirituality of Tolkien              to click on a link is similarly impulsive. Any survey that
 Hidden Messages in
 The Two Towers                       involves people sitting around and pontificating about this for                   a long time is fundamentally flawed.
                                 •    Geez, this sure is an expensive form of market research! Two
Clicks: 20                            dollars and seventy-eight cents to get a truly definitive
Clickthrough Rate:   1.9%
Average cost-per-click: USD
                                      answer on what Tolkien fans are interested in.
$0.05                            •    This is a GREAT way to come up with titles for magazine
                                      articles, white papers, books and names for new products.
 Tolkien Spirituality                 And believe me, the votes you get will usually surprise you.
 Is There Hidden Christianity         What you think sounds cool is probably not what your
 In The Two Towers?
                                      customers think is cool.
 Interest:                       •    I didn’t even have a website for this project yet – so I sent the
Clicks: 16                            visitors to someone else’s. I thought
Clickthrough Rate:   1.5%             probably wouldn’t mind getting an extra 55 visitors for free.
Average cost-per-click: USD      •    You can use this exact method to test the marketability of
$0.06                                 almost any idea you have!
                                 •    You can take it a step further than I did – take the visitors to
                                      your own website and further test their response to several
                                      different offers. You can use this method and get a very
                                      street smart test of nearly any product idea for a few hundred

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        81
                     How To Test Your Product Idea
                    Before You Develop Your Product
        I hope you were paying close attention to that last example, because when you
can float an idea to the world and get impulse responses for $2.78, that’s something to
write home about!

            Here’s how you can take this even further.

        Let’s say you’re thinking about writing a software program for doing automotive
repairs. Let’s say it’s for Do-It-Yourself car enthusiasts, and it does engine diagnostics
and helps you increase the gas mileage by 5 mpg.

        So here’s the scenario: If a guy buys your software (which you have NOT written
yet) he can buy a cable at Radio Shack, take his computer into his garage, hook it up, and
your software will collect a whole bunch of data and display it on the screen. Your
program will then tell the guy what to tweak in his engine.

       Here’s how to see if there’s a market for this – how to find out if there’s water in
the swimming pool before you dive in.

        Most of the time there’s a “hard way” to do something like this. You got the idea
because you were working on your car, you were doing all this engine diagnostic stuff
yourself. You found that if you took data from ten different places, dumped it all into a
spreadsheet and did some clever tricks, that a magic number would pop out and you’d get
the extra 5 MPG.

        You said to yourself “Wow, now if I spent six weeks writing a software program
to do this for me, it would take 30 seconds instead of 3 days. I bet other people would be
interested in this, too.” Well you won’t want to spend six weeks writing this software if
nobody’s going to buy it. So instead of writing the software you write an e-book.

       The e-book is called “How to Use Engine Diagnostics to Improve Your Car’s
Fuel Efficiency by 5 MPG.”

       In this e-book, you tell them how to do it the hard way. The whole routine that
takes you 3 days, including the spreadsheet and the connector from Radio Shack.

            Now you bid on a word like “engine diagnostics” and post an ad that says

DIY Engine Diagnostics
Simple Procedure Improves
Your Car - 5 MPG or Better

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        82
      On the landing page, you have a sales letter that tells them about your e-book.
You have several options:

             •    Sell the e-book. If you’re going to sell the software for $99, then sell the
                  e-book for $20 or $30. Remember: If you get a lot of buyers, you can
                  write the software program and then email all the buyers and tell them
                  about it. You could even discount the price of the e-book against the price
                  of the software, if you like.
             •    Give the e-book away in exchange for their contact information. It costs
                  them nothing, but they have to give you their name and e-mail address
                  first. Unless your business is, and always will be online only, I would also
                  recommend collecting their street address too, and maybe their phone and
                  fax number. Collecting leads online and then marketing to them offline is
                  a very good strategy for many businesses.
             •    Now that you’ve collected email addresses, you can also ask people what
                  they want. If they used your e-book and did the procedure, you can open a
                  dialogue with them and get valuable input on your software program.

        One of three things is going to happen at this point:

             1. The idea is a flop. Lesson: Don’t cry in your milk – learn your lesson and
                get on with something else. You can come up with another idea and test
                that one – again, for not much money! By the way, when you’re testing
                ideas, here’s the rule: Fail Fast. Get it over with as quickly as possible.
                Just spend the money and get the results as fast as you can – then cut your
             2. The idea is a smash success. Run with it! And listen to your customers.
                They’ll tell you things you wouldn’t think of otherwise. That’s one of the
                reasons to get their phone number. If someone buys something from you
                online, they often don’t expect you to ever call them. If you do call them,
                especially if it’s to get their honest feedback, they tend to appreciate it.
                Listen to the words they use and the reasons why they bought. They’re
                often different from your reasons!
             3. The idea is marginal. Play with it! If you get a lukewarm response, then
                change things. Change your title, change the price, ask for feedback, and
                try again. Once again, fail fast. If it won’t work, then move on. If you
                can work out the bugs, then run like the wind. By the way, infomercials
                run on this premise. It costs $50,000 to $100,000 to produce an
                infomercial and run it for a few days. If they can get 80% return on
                investment (i.e. only lose 20%) the first time out, they’ll play with the
                offer, the upsells, the testimonials and other ingredients until it gets above
                break-even. But understand they’re looking to get this testing out of the
                way ASAP. And they’re not afraid to cut their losses.

You can definitively test most ideas for a few hundred dollars, and at least have a
reasonable idea if they have a chance. I just saved you thousands of dollars!

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        83
               “Statistical Significance”:
       Sounds Boring, But it’s VERY Important –
                     And it’s Easy
         You flip a coin ten times. You get heads all ten times. Does that mean the coin
will ALWAYS come up heads? No – but statistics tells us that one time out of 1024
trials, you probably WILL get heads ten times in a row, just through blind luck.

         When you split test, you have to make sure you run enough trials to be sure that
the “winner” didn’t just “get lucky.” So how many trials do you need to run? With the
help of my friend Brian Teasley ( I created a split testing tool on the
web. The URL is With this tool, you can find out how likely it is
that it was luck. Let me show you how this works:

Let’s say we’ve got two ads. One gets a 1.2% Click Thru Rate (CTR) with 2 clicks total,
and the other gets a 2% Click Thru Rate with 5 clicks total. Was the better one really
better, or was it luck? Let’s see:

                                                Enter Values
                            Number of                    Number of
                              Clicks        2              Clicks         5
                             (Ad#1)                       (Ad#2)
                               CTR                           CTR
                             (Ad#1)         1.2            (Ad#2)         2.0
                             (in %) *                      (in %) *
                               * CTR MUST be entered as a percentage
                           i.e. "3.1% is entered as "3.1" and NOT "0.031" or
                                      i.e. "0.7% is entered as "0.7"

                                           calculate      Reset

When we click “Calculate” it says:

        You just entered CLICKS1: 2 ,CLICKS2: 5 ,CTR1(%): 1.2 ,CTR2(%): 2.0
        How confident are you? : You are not very confident that the ads will
        have different long term response rates.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,        84
But now let’s say we’ve got 20 clicks for one and 35 for the other, not 2 and 5.

                                              Enter Values
                            Number of                    Number of
                              Clicks        20             Clicks         35
                             (Ad#1)                       (Ad#2)
                               CTR                           CTR
                             (Ad#1)         1.2            (Ad#2)         2.0
                             (in %) *                      (in %) *
                               * CTR MUST be entered as a percentage
                           i.e. "3.1% is entered as "3.1" and NOT "0.031" or
                                      i.e. "0.7% is entered as "0.7"

                                           calculate      Reset

        You just entered CLICKS1: 20 ,CLICKS2: 35 ,CTR1(%): 1.2 ,CTR2(%): 2
        How confident are you? : You are approximately 95% confident
        that the ads will have different long term response rates.

         95% Confidence means that if we ran this test 100 times and got these results, the
results would lead us in the right direction 95 times. That’s pretty good – I’m willing to
bet on those kinds of odds. And this is applicable not only to Google ads but everything
that happens after that: the number of people who land on the page vs. the number who
opt in; the number who visit a sales letter and actually buy.

        Here’s a real simple rule of thumb: When your response percentages are fairly
close between two competing ads, you need 30 or more responses to each one before you
can declare a winner. And maybe even 50. But if one is already doing considerably better
than the other, then it doesn’t take as long – after 5 to 15 actions have been taken you can
be fairly sure. Use to find out.

       When you do this kind of rigorous split testing, when you test two things side by
side and make sure you’re 90%, 95% or 99% sure of your results before you go on, and
keep doing it again and again, you’re achieving the essence of everything the old expert
Claude Hopkins wrote about in his classic book Scientific Advertising.

      And you’re doing it ten thousand times as fast as he was able to do it way back in
1918. You’re dealing with hard numbers and good, high levels of certainty.

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                                Part Three:
Making Your Traffic

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
               Converting Your Traffic to Sales:
              The Most Critical Success Ingredient
       In 1903, at the same time that Orville and Wilbur Wright were struggling to fly
the world’s first airplane at Kitty Hawk, North Carolina, another man, Samuel Pierpont
Langley was also trying to build an airplane – with the assistance of an entire staff.

       His assumption was that if he put a big enough engine on the airplane, it would
fly. He focused all his effort on that one project: creating a powerful engine for the

        The Wright Brothers’ approach, however, was to build a glider that would glide
from a hilltop with no engine at all. They focused their energy on balance and steering –
power was almost an afterthought. Only after it worked with no power would they try to
put an engine on it.

       After three years of tedious experimentation the glider was working well, so they
commissioned bicycle shop machinist Charlie Taylor to build them an engine. It was the
smallest engine he could design – a twelve-horsepower unit that weighed 180 pounds.

    Needless to say, the Wright Brothers changed the world and became famous
    historical figures, but few have ever heard of Mr. Langley. Their approach of making
    the plane fly before applying high power was the superior one.

“Langley had spent most of four years building an extraordinary engine to lift their
 heavy flying machine. The Wrights had spent most of four years building a flying
   machine so artfully designed that it could be propelled into the air by a fairly
                      ordinary internal combustion engine.”
                                                 Smithsonian Magazine, April 2003

    “Skill comes by the constant repetition of familiar feats rather than by a few
     overbold attempts at feats for which the performer is yet poorly prepared.
                                                                                              Wilbur Wright

    There’s a direct analogy to Internet marketing here. The search engine is the motor.
    The website is the glider. A motor without a good set of wings does you no good.

       When you put an engine on a glider, you have a plane. When you feed traffic to a
website that can ‘fly,’ you have a business.

        If you have an effective website with no traffic, you have a glider. All you need
to do is put a lightweight engine on it and you can fly.

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       But if you have traffic that’s just going to a lousy website, you don’t have a
business. You have a money pit.

        Here’s the lesson:

       Google Adwords can bring you a lot of traffic, but it’s only valuable to the
extent that your website can convert the traffic to leads and sales.

       What that means is that when you’re getting started, Google is like a
lightweight engine that you can turn on and off instantly. You can test your glider
safely without crashing, killing a potential joint venture partner, or spending a lot of

        Once again, this is the lesson that the DotComs learned the hard way. They’re
kind of like Langley. They focused on the engine instead of the wings. When it didn’t
take off, they just poured more gas into the engine. When that didn’t work, they put it on
a rocket launcher and forced it up into the air.

      Think of all the DotComs and their Super Bowl commercials with talking socks.
They made a beautiful arc, smashed into the ground and exploded in a ball of flames!

        You know what’s interesting? We knew the crash was coming. All of my friends
in the direct marketing business were quietly laughing while business journals and
pundits pontificated about whether it was possible for stock values to remain high on
companies that were in the red. Wall Street seemed surprised, but we weren’t.

                   The Biggest Website Mistake Marketers Make

My brother sent me this email about a search he was doing on “hedge funds”:

        I did a search last week on 'how to set up a hedge fund.' One of the
        AdWords ads had a phrase very similar to that, indicating that this was
        what I was looking for. So I clicked through. The ad had made it appear
        that I would get some very clear, helpful directives on that webpage for
        where to go for more information, what the major steps in the setup
        process are, what to download, who to contact, etc. But not so. The ad
        just took me to their home page, which had no such information
        whatsoever. After several minutes of clicking about the site, I gave up on
        finding the information I needed.

       This happens all the time. Now it’s quite understandable on a normal search
engine – there might be dozens of topics on your site and you land on the main page
when you do a search. That’s something we have to live with.

       But on a Pay Per Click campaign, you can send them exactly where they want to
go, and you should.

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       Now the site with the hedge fund experts probably assumed that he would call
them on the phone and ask for hedge fund advice. Wrong! He left and did something

                         The best way to improve your conversion rate
                       is to offer people exactly what they’re looking for
                                      as soon as they arrive.

       Now my brother lives in Lijiang, which is a fantastically beautiful city in
southwestern China. He’s got a website,, that has information for
people who want to visit China. He’s been using Pay Per Click to bring in visitors, and
he’s got some interesting advice to share.

        I mentioned that for my Lijiang travel page the highest volume of clicks,
        curiously enough, were not coming from “Lijiang” or “Yunnan.” They’re
        coming through the keyword 'Chinese Calendar.' That keyword was
        eventually discontinued by Google, however, because the CTR fell below
        0.5%. However, the keyphrase 'Chinese Festivals' to this day earns me
        consistent CTRs above 3, 4 or 5 percent.

        One problem with my site and using those keywords was that I wanted
        visitors searching for that term to go to my homepage first, but still be
        able to find exactly what I had advertised in my ad, namely, a quick and
        easy chart of Chinese festivals according to both Chinese and western
        calendars. So I changed the menu on my web page just slightly, and
        included a link, with an asterisk, pointing visitors directly to the quick
        chart. That way they see the home page but are still able to find what
        they're looking for.

        So be sure it is crystal clear to people who click through that they
        know where they're going and how exactly to find what your ad says
        they'll find.

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                          The Most Important Number
         The most important number associated with your website is VISITOR
VALUE. It’s the amount of money the average website visitor spends with you. If you
make 50% margin on a $1000 product, and 1 out of every 100 visitors buys, then your
visitor value is $10.00 and in theory you can spend up to $5.00 per visitor to buy the
traffic and still break even.

       If 1 out of every 1000 visitors buys, then your visitor value is $1.00 and in theory
you can spend up to 50 cents to buy the traffic.

         Ultimately, buying web traffic reduces a complex process to a simple
question: “How much can you afford to pay for a visitor and still make a profit?”
At first, you don’t know how many visitors you need to make a sale. But you can find
out pretty fast: just buy traffic and test it.

                   Quick & Dirty Checklist for Improving Your Visitor Value

•      The time-honored classic formula for an effective web page is: (1) An attention-
       getting, benefit-driven headline; (2) a statement of unique value, (3) an offer, (4) a
       definite call to action, and (5) an easy way to respond.
•      Improve the headline at the top of the page. This will have the biggest influence on
       whether the person continues to read or not.
•      Your page one needs to offer them something clear and specific. It needs to tell them
       where to go and what to do and why it will help them. A site full of pretty images
       and polite puffery won’t sell nearly as well as a simple, clearly written page that tells
       people what they’ll get if they respond today. Most of the main pages on my website have a specific offer and call to action.
•      Change what you’re offering to test response. You might find that by changing the
       payment terms, including a free bonus gift, or adding an option to gift-wrap the item,
       you double your sales.
•      Add an opportunity for your visitor to opt-in and give you their name and email
       address. You should also get a snail mail address, phone and FAX number, for
       people who don’t buy right away. Offer them a report, coupon, discount, e-book,
       book, CD, software, or problem-solving tool in exchange for their information. After
       all, it’s hard to get the one-step sale, and getting harder. Plus, if 1% of the visitors
       buy but you don’t have an opt-in for everyone else, then you’ll never find out who
       99% of your visitors are. If you do a good job asking for an opt-in, you’ll typically
       get 5% to 40% of the visitors to respond, and now you have a chance to sell to them
       later – via email, snail mail, fax or phone.

                               The Web Traffic Conversion Cheat Sheet

        On the following page is a complete summary of Web Traffic Conversion on a
single sheet of paper.

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                               Perry Marshall’s Web Traffic Conversion “Cheat Sheet”
There are two kinds of websites: Lead Generation Sites and E-Commerce Sites.
There are two kinds of traffic: First-Time Visitors and Repeat Visitors.
All calculations on this sheet can be made for your site for any fixed period of time.

1. Traffic Generation
To maximize your results, you must begin with what happens before the visitor comes to your site: At the search engine, portal, affiliate web
site, email link, or offline advertisement. What percentage of people who see your link or advertisement click through? This is the ratio of
impressions to visitors:
                                                        # Visitors who clicked through to your site      # Who did NOT click through
Number of Impressions: A=_____ Number of Visitors: B=_____ Cost per Click: D=_____ Click-Thru Rate: C=B/A x 100%=_____

         How to improve click-thru rates: Better copy & headlines, brainstorm more relevant keywords, message to market match, higher
search engine rank, higher pay per click ad rank, affiliate sites that match your ideal customer, joint ventures, link swapping, endorsements
from credible people, clear compelling offer, careful measurement of everything.

2. Traffic Conversion
Most sites have some sort of intermediate action, such as a newsletter signup, downloading a file, etc:
                                                 # Who took action # Who did NOT take action
                                                                    Number of Actions: E=_____          Action Rate: F=E/B x 100%=_____

         There may be several action steps in the process of obtaining a sale or sales lead. Every significant action should be measured
and improved. In an E-Commerce site, the desired result is an online purchase. All good lead generation sites have a response form.
Getting people to fill it out is the chief desired result of the site:

Sales or Leads
                               # Converted    # Not Converted
                                                    Number of Sales OR Leads: G=_____ Conversion Rate: H=G/B x 100%=_____
             Total Sales Volume: J=_____ Cost of Sales: K = DxB = _____ Return on Sales Investment (Gross): J/K x 100% = _____
                                           Cost per Sales Lead: K/G = _____ Visitor Value (Gross Sales per Visitor): J/B = _____

         How to improve conversion rates: Better copy & headlines, message to market match, personality & human touch, addressing
concerns (i.e. fear of SPAM), linear sales process with very definite purpose, clear call to action, clean appearance, fast loading pages, fewer
choices & distractions, custom landing page for each traffic source, experimentation with offers, upsells, downsells, quality information,
unique content, credibility builders, testimonials, popup windows, exit surveys, limited time offers, contests, white papers, information
“widgets,” gifts, free reports, memberships, access to private areas of site, measuring everything, and testing, testing, testing!
         Getting visitors to return dramatically improves your conversion rate. Ways to bring them back: Autoresponders, e-zines,
personality, fax, postcards and direct mail, well-written reports and white papers with solid information, high quality products, good service,
one-on-one communication and rapport, personalized emails, discussion & chat boards, memberships, dynamically changing content,
hyperlink & USP on your signature file, quality & quantity information on site, industry related links, new content, news and publicity.

3. Results
The bottom line for an E-Commerce site is profit. For a lead generation site, the bottom line is qualified sales leads.
                          Cost of Goods +                                     Cost of Goods: L=_____ Net Profit: M = J-L-K=_____
         Net Profit
                            Cost of Sales                                                        Net Profit Margin: M/J x 100%=_____
Leads Generated
 # Qualified Sales # Nonqualified Sales          Qualified Sales Leads: N=_____ Cost per Qualified Sales Lead: P=K/N x 100%=
             Leads                  Leads                                                                                         _____
                               After lead generation, the next sequence in the sales process is similar to this sheet, with typical steps being
                                                                                       callbacks     appointments       quotations      orders.

          How to increase profitability: Systematically increase response rates and reduce advertising cost at each step. Stick to business
& direct marketing basics. Buy in quantity, minimize shipping & overhead costs, carefully monitor ROI on every advertising campaign, test
small before spending big, drop poorly performing campaigns. Use this sheet for continuous improvement.
          How to increase qualified sales leads: Generate leads with problem solving information instead of product information. Gather
information about buying cycles and plans. Grade leads according to schedule and purchase size. Thoroughly follow up via email, direct
mail, telephone, fax, face-to-face sales; Use Joint Ventures to profit from leads you can’t convert.
          Systematic Improvement: Online marketing success comes by continuously improving the results of each step.

                                                                                           Perry S. Marshall & Associates
             ©2002 Perry S. Marshall & Associates.                                         1508 Ridgeland Avenue
     All Rights Reserved. No part of this document may be                                  Berwyn, IL 60402 USA
             reproduced without written permission.                                        Phone +1(708)788-4461 Fax (708)788-4599
                        Winning the Numbers Game
Tracking your conversions well and knowing exactly how many dollars are going in and
coming out is an absolute must.

You need the right software.

You need to know how to read the markets and interpret the numbers.

You need a streetwise strategy from the outset.

My associate Bryan Todd has been fighting in the AdWords trenches for a few years now
and understands the AdWords selling process from start to finish. He has managed and
tracked AdWords campaigns for a number of different companies, and has used the
Google system to turn record ROIs in cutthroat markets as diverse as weight loss, golf
aids, Asian travel and Forex trading.

He’s going to tell you all the key principles you need to know in order to see to it that
AdWords is making you money.

So listen up …

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                        GOOGLE ADWORDS
                   SALES & CONVERSION TRACKING
 How to Use Conversion Tracking to Cut Your Costs and Precision-Focus
  Your Campaigns, Eliminating Wasted Clickthrus and Maximizing Your

                                              By Bryan Todd

Could this happen to you?

You’re cruising along nicely with your new AdWords campaigns; your clickthru
rates are averaging 2%, 4%, even as high as 9-10% on some of your ad groups;
traffic is rolling in like nobody’s business, you’re bringing in a handsome list of
new opt-ins and sales leads by the day and sales are higher than they’ve ever
been …

… but when you sit down midway through the month to go through your books
and total up your sales and advertising expenditures, you discover to your horror
that you’ve actually been losing money on your AdWords campaigns.

Yes, this absolutely could happen to you. This is the all-too-common death knell
for far too many otherwise could-be-successful AdWords campaigns. The reality
is that this happens a lot and buying some clicks is just the very first step of your
sales process.

The good news is, Google AdWords is the most controlled, safest and easiest
place to test ideas and improve your sales process, before you go get traffic from
other less predictable, less measurable, and possibly more expensive sources.

You see, high CTRs may tell you what’s getting people’s attention, but you may
discover that they don’t tell you at all what’s actually selling. If you’re not carefully
tracking every penny you’re spending on your AdWords campaigns, you could be
unwittingly spending hundreds, even thousands of wasted dollars on high-traffic,
high-volume ad groups and keywords that don’t bring you so much as a penny in

This is so simple and critical that you may well be inclined to miss it:

Careful, accurate sales conversion and tracking is the ultimate deciding factor in
your success or failure at running AdWords campaigns and making money for
your business.

And there are several basic aspects of this that you need to be on top of –
otherwise you’ll find yourself wasting money:

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    (1) Know how the content of your AdWords ads ties into the content of your
        sales page
    (2) Know what kind of customer your AdWords campaign is going to help you
        acquire, and how many steps away from closing the final deal that initial
        ad will be
    (3) Know exactly how much you need to spend in order to get the kind of
        traffic you’re aiming for
    (4) Know how to use your conversion numbers to tell you where to refocus
        your time and money

So what, in a nutshell, makes for good sales conversion when you’re working
with Google AdWords?

              Successful Sales Conversion is the Perfect Marriage
          Between a Well-Managed and Highly Successful AdWords Ad
               And a Highly Effective Landing-Page Sales Pitch.

For an AdWords ad to do its job well, it absolutely must do the following:
   (1) It has to be a brief, compelling, logical and accurate introduction to your
       sales message
   (2) It has to aim at the people you want to sell to, people who can actually be
       expected to opt in or to buy, and not to people who can’t or won’t buy
   (3) It has to make the best possible use of the keywords you’re targeting
   (4) It shouldn’t cost you a penny more than is absolutely necessary.

And for a landing page sales message to do its job well, it also must do the
    (1) It must be a sensible continuation of the introduction to your sales
        message that the AdWords ad has provided
    (2) Both it and the AdWords ad must speak to the same person, the person
        you want to opt in or to buy
    (3) It must have the compelling power to effectively close the deal, and get
        the visitor to sign up with you or to make the key purchase.

In addition, to some extent the landing page has to be approved by Google’s
editors. And it has to actually work. More on that in a moment. But first …

                         What should you use to track your sales?

More and more sales tracking services are becoming available to Internet users,
and they can be quite sophisticated. Some of them include:

        Google’s built-in AdWords tracking service

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You may also be able to install your own tracking software on your website and
manage conversion tracking entirely by yourself. (Synergyx and Hitslink work this

As of this writing, Google’s ad tracking service is free for AdWords users, but is
still relatively new and due to a number of bugs often records only a portion of
actual conversions. And all ad tracking services are bound to report certain
statistics inaccurately on occasion, so it may be a good idea to find a way to use
multiple trackers to be sure you’re getting the most accurate numbers, especially
if you’ve got free access to a particular one, such as Google.

Your tracking software should cover all the basics: the number of clicks for your
various campaigns, the number of opt-ins or sales, and the dollar amounts for all
of your various sales. Good trackers will also break down your sales values and
averages according to different products, and allow you to go back and analyze
your various campaigns by product, by URL, by subcampaign, by date, by dollar
amount, by keyword search and more.

                                    What Are You Aiming For?

For some campaigns, your AdWords advertising may be aiming straight for direct
online sales of your product or service. A person sees your ad, he clicks on it, he
reads your sales letter, and he buys from you right then and there.

For other campaigns, you may be trying to build a list of sales leads, of likely
potential clients. A person sees your ad and clicks on it, he reads your sales
letter, he gives you contact information in exchange for a book or a paper or a
CD or a preliminary gift, and then you court him and build his trust through e-mail
or direct mail or phone calls, and at the end of a series of conversations or
exchanges with him he may then decide to spend a much larger sum of money to
buy a whole set of products or services from you.

Now if your sales process is sophisticated enough and you’re making two, three,
five or ten times the value on your original sale from “back end” sales with
established clients, then you can probably afford to spend more on AdWords up
front to get a higher number of initial sales leads.

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But if it’s a quick 1-2 sales process where in order to make a sale you have to get
the prospect to your sales page, and get him to buy in only one or two steps –
and if your competition is stiff and your profit margins are razor thin and your
spending on clicks is a much bigger percentage of your overall costs, then you
do have to be extremely shrewd with your bids and your placement, as well as
your choice of which ad groups and campaigns are allotted more spending
money and which ones are allotted less.

Obviously you need to be crystal clear on what precisely your whole process
involves, in order to know what you can and cannot spend to get each sales lead.
Either way, whether you’re aiming for straights sales or for opt-ins, you still want
to squeeze as much value out of each AdWords advertising dollar as you
possibly can.

        How Do You Choose a Good Strategy for Tracking Your Various

You may have only one or two key products that you’re trying to sell through
AdWords, but a host of different keywords and campaigns that lead buyers to
your product. And for all those different keywords you may have a number of
different ad groups that are all still selling those one or two particular products.

It’s up to you how specific you want to get with your tracking software. But as a
general principle, the more specific your tracking, the better.

Let’s start with a simple example of a simple type of sale: buying computer
accessories online. This example isn’t from a long, complex sales process; it’s a
straightforward matter of placing an AdWords ad and bringing visitors to your site
who will buy right then and there.

(Actually, this is a fictitious example, though it illustrates our point clearly enough.
This simple type of transaction is becoming less and less the rule – as becomes
the case in most all markets and industries over time – where more and more
vendors nowadays are developing highly sophisticated, multi-step sales

Here’s a sample of a set of AdWords campaigns and their various costs for a
particular month:

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Campaign Name       Clicks       Impr.        CTR    Avg. CPC     Cost

Printers            1,151     57,984          1.9%       $0.17   $190.27

Computers             934     16,480          5.6%       $0.12   $107.60

Supplies              815     36,483          2.2%       $0.13   $104.65

Scanners              428     18,937          2.2%       $0.17    $73.12

Support               184     22,412          0.8%       $0.20    $36.51

Total - all 5
                    3,512    152,296          2.3%       $0.15   $512.15

And here’s a sample of ad groups from one of those campaigns:

 Ad Group Name      Max CPC       Clicks         Impr.   CTR     Avg. CPC

 Laser Printer          $0.25       359        11,139    3.2%       $0.21          $74.62

 Inkjet                 $0.15       235         9,429    2.4%       $0.14          $32.92

 Toner                  $0.25       134         7,859    1.7%       $0.20          $27.08

 Cartridges             $0.25            96     3,186    3.0%       $0.23          $21.67

 Ink                    $0.05       157         8,562    1.8%       $0.09          $14.72

 Driver                 $0.05       135        15,893    0.8%       $0.09          $11.93

 Thermal Printer        $0.25            35     1,916    1.8%       $0.21           $7.33

 Total - all 7 Ad
                             -     1,151       57,984    1.9%       $0.17      $190.27

Now here’s a page from a particular tracking system telling how those ad groups

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                                                                                              sales    average
                 subcampaign                     clicks          actions         sales
                                                                                              value   sales value
 2. Laser Printer Accessories              132               0               1                73.72       73.72

 5. Inkjet Accessories                     367               0               2            105.73          52.86

 6. Toner & Accessories                    120               0               6            170.45          28.41

 7. Cartridges                             327               0               1                37.89       37.89

12. Ink                                    216               0               2            111.61          55.80

14. Drivers                                567               0               3                86.05       28.68

15. Thermal Printer Accessories            363               0               5            277.04          55.41

                                  Total:                     0              20            862.49          43.12

                                So Did You Make Money, Or Not?

With just the information you’ve been provided, there are three ways you could
go about answering this:

          -   Cost Per Customer: How many dollars are you spending on average
              to gain each new customer?

          Cost Per Customer = AdWords Cost / Number of Sales

          -   Cents-On-the-Dollar: How much are you spending in advertising for
              each dollar in sales?

          Cents-On-the-Dollar = AdWords Cost / Sales Value

          -   Percent Return On Investment: What is your percentage return for
              each dollar spent in advertising?

          %ROI = Profit / Cost x 100

So let’s go back to the campaign statistics we looked at above and plug in some
numbers to get some answers. Here were the total sales for the month:

                                                                                                                  sales    average sales
              subcampaign                           clicks                 actions                sales
                                                                                                                  value        value
                                  Total: 3321                       0                    20                       862.49      43.12

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And here’s what we spent to advertise this through AdWords:

 Ad Group Name      Max CPC    Clicks    Impr.   CTR    Avg. CPC

 Total - all 7 Ad
                           -   1,151    57,984   1.9%      $0.17       $190.27

So our Profit was $672.22.
Our Cost Per Customer was $9.51.
Our Cents-On-The-Dollar value was $0.22.
Our ROI was 353%.

Not bad at all for this campaign! We know, however, that selling this particular
product line will have a number of other expenses above and beyond AdWords

                               What’s Wrong?
        A Couple of Our Campaigns are Moving Products Like Hotcakes,
                     But We’re Still Barely Breaking Even!

Now maybe you’ve done your math, and you’ve discovered that despite a record
number of sales this month, somewhere you still must be losing money, because
your cost to acquire those sales was through the roof, and you’re spending a
dollar and a half to earn every dollar.

So what now?

Now it’s time for the painstaking process of running through each of your
campaigns ad by ad with your fine-toothed comb, and figuring out which ones
have been costing you the heap of money without producing good sales.

But take your time …

Depending on the volume of traffic your particular products and keywords see, it
may be anywhere from two weeks to two months before you’re sure which
campaigns are consistently bringing in those sales.

But it’s a fact, and don’t miss it:

          Probably 80% of your sales will come from 20% of your campaigns.

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Some keywords and ads are just naturally, almost automatically, going to bring in
good, consistent sales, while others simply never will.

Your job is to find out which ones are which in
                                                                           Shopkeeping 101:
your particular niche of the market, put your
                                                                     How Getting Bigger Profits with
money and effort into those campaigns that                           AdWords is Just Like Running
produce, and take your time and money away                             the Old Mom & Pop Store
from the ones that don’t.
                                                                       Shopkeepers have known these
                                                                     simple principles of making
                                                                     profits for thousands of years.
 The Single, Biggest Factor in Determining                           Borrowing their old fashioned
  Whether AdWords Makes You Money or                                 common sense can save you loads
                 Loses It                                            of money with Google.
                                                                       Let’s say you sell a widget for
                                                                     $1.00. It costs you 90 cents to
Here’s a surprising and little-known secret                          make, so your profit is a simple
about AdWords traffic:                                               10 cents on the dollar; your profit
                                                                     margin is ten percent. Sell a
 The more you pay to get more traffic than the                       hundred and you’ve made ten
                  next guy,                                          dollars.
                                                                       But how can you make more
    the worse your traffic may actually get.                         profit? Naturally you’ll want to
                                                                     sell more widgets. But there are
And what is it that decides what you pay, and                        other ways, too.
the quality of traffic that comes from it? It’s your                   You could raise your price, but
Cost-Per-Click.                                                      that would probably cost you
                                                                     sales. The simplest way to make a
                                                                     nicer profit is to find a way to cut
When you first set up your campaigns, you                            your costs.
may well feel like selecting a good cost-per-                          (Everybody         knows      this
click, or CPC, is more like a crapshoot. But if                      principle. It’s why your boss
you’re shrewd enough, you’ll discover a few                          doesn’t want to give you a raise:
                                                                     he knows that doing so would eat
days and weeks into running your campaigns                           into his profits!)
the right CPCs that bring in decent traffic and                        So you find a good way to save
eventually turn into sales – AND pay less for it                     five more cents in making your
than your competitors.                                               widget, and now it only costs you
                                                                     85 cents to make.
                                                                       Simple enough. Now you’re
With Google you bid on a CPC when you start                          making fifteen dollars for every
your campaign, and that determines what                              hundred widgets you sell, not just
position your ad appears in.                                         ten. Knock five cents off your
                                                                     costs and your profits jump up by
But DO NOT make this mistake:                                        50%. Not bad.
                                                                       But here’s a quiz for you, to see
                                                                     how well versed you are in the
   Do not assume that you’ll make the most                           fundamentals of running your
     money by being in the top positions!                            nifty little general store:
                                                                       Suppose you were operating on
Usually the opposite is true: you’ll lose the                        that original 90-cent cost for each
                                                                     of your widgets, and I gave you a
most money by being in the top positions.                            choice between two scenarios for
Why?                                                                 your business:

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                                                                          (1) You can have your sales
It’s because of (1) the price you pay to get into                              go up by 10% and your
those positions, and (2) the low quality traffic                               costs go up by 10% too
that you get from them.                                                   (2) Your sales and your
                                                                               costs both drop by 10%
                                                                      Which one should you choose?
You see, most people doing searches are                               Either one; it doesn’t matter –
more likely to click on the top two or three ads                     you’d come out the same as
simply out of impulse, whereas the further you                       before, right?
are down the page, the more likely you are to                         Wrong!
                                                                      Correct answer: Choose the
get clicks from searchers who have read your                         scenario where your costs go
ad carefully and are actually looking seriously                      down.
for what you have to offer.                                           If you’ve got a 10% profit
                                                                     margin, and your costs go up
And those are the clicks you want.                                   10%, you’ve lost all of your
                                                                     profit! It won’t matter well your
                                                                     sales do – you’re not going to
You may actually discover that being in the 5th                      make any money.
to 8th position brings you surprisingly good                          But when your sales and costs
traffic for a fairly low price.                                      drop by 10%, look what happens:

                                                                       Cost per widget: $0.90 $0.80
One of my clients, John Jaworski of X-                                 Widgets sold: 100 90
Streamers, sells confetti and party supplies for                       Retail price: $1.00
large events and venues. He was doing                                  Gross sales: $100.00 $90.00
conversion tracking just like we’ve described                          Total cost: $90.00 $72.00
here, and words like party confetti and wedding                        Net Profit: $10.00 $18.00
confetti were doing just fine, but he was paying                       Your sales dropped by 10%, but
65 cents per click for a high-ranking position on                    your profits nearly doubled!
confetti and had gotten 1200 visitors with zero                        So what does this mean for
sales.                                                               Google AdWords?
                                                                       When your margins are thin and
                                                                     every advertising penny counts,
I advised him to cut his bid price by 90%, and                       you could be shooting yourself in
get his listing on Page 2 of the search results                      the foot if you’re trying to get
instead of Page 1. He changed his bid to 7                           higher position on a page by
cents and the traffic started seriously                              bidding more for your clicks.
converting!                                                            In light of the amount that your
                                                                     costs will multiply – and your
                                                                     profits shrink – by paying for a
This is not unusual, and for big-market, high-                       higher position on a page, the
traffic categories (i.e. the top few hundred most                    improvement in your clicks and
searched terms on the web), even the Page 2                          sales will seem trivial by
and Page 3 listings can get you decent                               comparison.
                                                                       Get more traffic by improving
amounts of traffic.                                                  your CTR, and improve your
                                                                     CTR by improving your ad copy
Real savings and money well spent comes in                           and streamlining your keywords.
finding that “sweet spot” between paying a low                       When you do that, Google will
price for clicks (which tends to improve the                         reward you for relevant ads, your
                                                                     positions will improve and your
conversion rate) and still getting a good                            traffic will grow, without eating
position (which increases the amount of traffic                      into your precious profits.

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you get). You have absolute direct control over this because you set the price.
And as you watch your campaigns over time you can move that CPC up or down
to hit the perfect medium between price and position.

And you’ll know you’ve hit that “sweet spot” when your net profit is the highest.

                                   Does My CTR Even Matter?

It sure does. A high CTR won’t make you money by itself, but it does mean more
traffic, which is what you want. And remember that whatever you do to your ads
to increase the CTR tells you what searchers’ hot buttons are.

But there’s a benefit even greater than that:

Google rewards you for a good CTR by giving you a better position, which means
you get more traffic without having to pay a higher rate for it. Remember that

                     Your Position = (Your Bid Price) x (Your CTR)

To keep your CTRs high,

             Always be playing “beat the control” with your current ads – Always
             have more than one ad rotating, and if you have two different ads with
             identical CTRs, then keep both and try to beat both with a 3rd one
             Look for keywords in individual campaigns that are dragging down your
             CTR, and move them to more effective campaigns of their own, or else
             delete them
             Trim down your spending on ad campaigns for worthless, generic
             keywords that have a high number of searches but get few clicks and
             produce paltry sales (i.e., the word “email” gets searched a lot but it’s
             probably got a very low conversion rate and actual value); don’t
             hesitate to completely eliminate those keywords – or even whole ad
             campaigns – if you need to.

To read more about the relationship between your CTR and your position, look at
the chapter on “How Google Rewards You for Relevance.”

          My Sales Actually Went Down, But I Still Made a Fatter Profit!

With shrewd re-management of your CPC and high-performing CTRs, you may
discover that you got fewer sales this month than last, but actually find that you’re
paying proportionally less money to get those sales, and therefore coming out
ahead of where you were before, and taking home a bigger net profit.

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                          But Beware of the Biggest Money Pit…

The fastest way to cut your AdWords expenditures by 1/2 to 2/3 will often (but not
always) be to exclude Content-Targeted Ads from your campaigns.

Content-Targeted advertising means that Google displays your ads on sites such
as the New York Times website or Dictionary.Com or places like them. Though
Google tries their best, the traffic from these sites still tends to be very generic
and untargeted, and could cost you much more money than it could ever be

Why is it this way? Because the people who search on Google are proactively
searching for solutions and are often in the frame of mind to spend money to
have their problem solved. Folks who visit sites like the New York Times or
Dictionary.Com, however, or more likely in search of news or quick factual
information or the definition of a word, and are less likely to be looking for
something to buy.

However, Google’s Search sites are different. Those are sites like Ask Jeeves,
Netscape, AOL Search, and others like them. Those are real search engines,
they get good traffic, and the CTRs are actually higher than the Google’s. That’s
the kind of traffic you want.

Now sometimes content-targeting is good. Here are two scenarios – most
advertisers are in one or the other:

             You’re competing in a high-traffic, highly competitive market and you
             have to watch your profit margins very carefully. There’s plenty of
             traffic available, but it’s expensive. If that’s you, Content Targeting
             probably will not be a good choice.
             You sell something that’s high value, nichy and specialized. Like a
             $35,000 software license for some particular industry. Your clicks on
             Google are pretty cheap, especially compared to your $35,000 price
             tag. You just wish you could get more leads from Google, because
             there aren’t very many searches and you only get 2 every day.
             Content targeting will probably help you, at least a little bit. Or you sell
             refurbished ZX-9611 Valve Controllers, and nobody else is bidding on
             that term – so it’s 5 cent clicks, when you can get ‘em. Again, if that’s
             you, Content Targeting is probably a good choice.

                          Getting Your Numbers to Work for You

Let’s look back again at those statistics we collected on that “printer accessories”
campaign. There’s a ton we can learn from them.

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Here were our clicks:

 Ad Group Name       Max CPC     Clicks      Impr.     CTR    Avg. CPC

 Laser Printer           $0.25     359      11,139   3.2%         $0.21          $74.62

 Inkjet                  $0.15     235       9,429   2.4%         $0.14          $32.92

 Toner                   $0.25     134       7,859   1.7%         $0.20          $27.08

 Cartridges              $0.25      96       3,186   3.0%         $0.23          $21.67

 Ink                     $0.05     157       8,562   1.8%         $0.09          $14.72

 Driver                  $0.05     135      15,893   0.8%         $0.09          $11.93

 Thermal Printer         $0.25      35       1,916   1.8%         $0.21           $7.33

 Total - all 7 Ad
                             -   1,151      57,984   1.9%         $0.17      $190.27

And here were our sales:
                 subcampaign                  clicks         actions       sales          sales value    sales
 2. Laser Printer Accessories               132          0                  1               73.72       73.72

 5. Inkjet Accessories                      367          0                  2               105.73      52.86

 6. Toner & Accessories                     120          0                  6               170.45      28.41

 7. Cartridges                              327          0                  1               37.89       37.89

12. Ink                                     216          0                  2               111.61      55.80

14. Drivers                                 567          0                  3               86.05       28.68

15. Thermal Printer Accessories             363          0                  5               277.04      55.41

                                   Total:                0                 20               862.49      43.12

We’ve already done the math, and we know the following:

Our Profit was $672.22.
Our Cost Per Customer was $9.51.
Our Cents-On-The-Dollar value was $0.22.
Our ROI was 353%.

Like I said, not bad at all. But again, this is a greatly simplified, fictitious example.
Nevertheless, it tells us that we are in fact turning a profit on our product. But it

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doesn’t tell us where most of that profit is coming from, or where we could trim
costs and save more money.

I’ve broken these stats down into a manageable chart that will help us pinpoint
where things are really happening:

                                                    Click-Thru                Average                     Sales
                    # of    Click-Thru      # of                    Sales
Ad Group Name                                       Conversion               Sales Value    Net Profit    Return
                   Clicks     Costs        Sales                   Amount
                                                     Rate (%)                 Per Sale                    Factor

Laser Printers        359        $74.62         1          0.2%     $73.72         $73.72       -$0.90      0.99x

Inkjet                235         32.92         2            0.8    105.73          52.86        72.81         3.2

Cartridges             96         21.67         1            1.0     37.89          28.41        16.22         1.7

Toner                 134         27.08         6            4.5    170.45          37.89      143.37          6.3

Ink                   157         14.72         2            1.3    111.61          55.80        96.89         7.6

Drivers               135         11.93         3            2.2     86.05          28.68        74.12         7.2

Thermal Printers       35           7.33        5          14.3     277.04          55.41      269.71         37.8

                    1,151       $190.27       20           1.7%    $862.49         $43.12

If your margins are narrow and your AdWords costs are a big portion of your
expenses, then you’re at a great advantage if you’ve got tracking software that
will calculate and display this information for you automatically.

Now let’s take this apart:

Biggest selling ad groups:
      “Thermal Printer Accessories” – $277.04
      “Toner & Accessories” – $170.45
      “Ink” – $111.61
These are the ad groups that are bringing in the biggest gross sales.

Ad Groups with highest # of clicks:
      “Laser Printer” – 359
      “Inkjet” – 235
      “Ink” – 157
These are the ad groups that are getting the most traffic.

Highest Average sales value per sale
(Sales value / # of sales):
      “Laser Printer Accessories” – $73.72
      “Ink” – $55.80
      “Thermal Printer Accessories” – $55.41
These are the products with the highest price per unit.

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Ad groups with highest net profit
(Sales Value – Cost):
      “Thermal Printers” – $269.71
      “Toner” – $143.37
      “Ink” – $96.89
These are the ad groups that are making us the most money.

Ad groups with highest sales return factor for clickthru costs
(Sales Value / Cost):
        “Thermal Printers” – 37.8x
        “Ink” – 7.6x
        “Drivers” – 7.2x
These are the ad groups that are giving us the best ROI and the biggest bang for
our buck. “Thermal Printer Accessories” and the other two are doing great. We’ll
try to get more of the same kind of traffic to these ad groups, and we’ll do even

Ad groups with lowest net profit
(Sales Value – Cost):
       “Laser Printers” – -$0.90
       “Cartridges” – $16.22
These are the ad groups that are making us the least money, or losing us money.
“Laser Printers” lost money this time; we’ll try to improve our website’s sales
process for these products, and we’ll see if we can’t cut our traffic costs as well.

Ad groups with lowest sales return factor for clickthru costs:
(Sales Value / Cost):
         “Laser Printer” – 0.99x
         “Cartridges” – 1.7x
         “Inkjet” – 3.2x
These are the ad groups that are giving us the poorest ROI, or losing us money
by the biggest factor. “Laser Printers” lost money this time; we’ll try to improve
our website’s sales process for these products, and we’ll see if we can’t cut our
traffic costs as well.

Ad groups with highest conversion rates per click
(# Sales / Clicks):
         “Thermal Printers” – 14.3%
         “Toner” – 4.5%
         “Drivers” – 2.2%
These are the ad groups where our website is doing the best job of converting
traffic to sales.

Ad groups with lowest conversion rates per click
(# Sales / Clicks):
       “Laser Printers” – 0.2%

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         “Inkjet” – 0.8%
         “Cartridges” – 1.0%
These are the ad groups where our website is doing the poorest job of converting
traffic to sales. We’ll tweak our website’s sales process, and we’ll also work to
adjust the kind of traffic our AdWords campaign is bringing in.

                                    Summarizing it all So Far

You know your own sales process better than anyone else. The more you’re
willing to spend for traffic up front, the more customers you’ll bring in. This means
you’ll have to determine beforehand whether you want to

        Spend less on AdWords than you’re earning from front-end sales, or
        Break even on AdWords with respect to front-end sales, and make your
        profit in back end, or
        Lose money on AdWords with respect to front-end sales, and make it up
        with profit in back end.

You’ll also need to determine what exact dollar-amount spending-versus-revenue
goals you want to aim for, and how you want to break it down for yourself:

        Percentage return on investment, or
        How many dollars you spend to acquire each new customer, or
        Cents spent on Google AdWords for each dollar earned in sales.

                                     Landing Pages that Sell
                                    Landing Pages that Don’t

Now, the content of your AdWords ads naturally will greatly affect what kind of
people click on the ad. That’s crucial.

However, a brief little AdWords ad usually won’t be able to tell customers enough
about who you are or what you offer; there will always be a cross-section of
traffic that discovers you’re not what they were actually looking for.

So your landing page has to turn the trick.

Nevertheless, as we said at the beginning, you’re in a winning position when both
your AdWords ad and your landing page are working in perfect cooperation.

Here are some keys to ensure that they’re working for each other, and not
against each other:

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(1) Make sure your AdWords ad tells the truth, or you’ll lose credibility instantly.
Avoid bait-and-switch ads that have nothing to do with, or even openly contradict,
what’s on your landing page. I’m not about to accuse you of being dishonest, I’m
just pointing out that if you try enough ideas with your ads, you’ll eventually hit a
home run with a promise you couldn’t possibly keep.

For example, you might post this sensationalistic ad:

High-Performance CB Ban
Experts Warn It Works Too Well
Must Liquidate; Credit Card Only

But upon visiting the actual site and reading the sales story clients discover
there’s no ban spoken of, no urgent deadline, no mention of liquidating inventory
in a hurry, nothing of the sort. You’ve got a load of traffic expecting one thing, but
arriving at the site and being told another. Those kinds of ads just don’t allow you
to complete the sale.

(2) Make sure your landing page sells to the same people that are clicking on the

         If your landing page is aimed at the guy in the purchasing department,
         don’t write up an AdWords ad that’s aiming for the guys in the engineering
         If your AdWords ad is offering a consumer product at Christmas to family
         members buying gifts for golfers, don’t send potential gift-buyers to a
         landing page that sells only to the golfer and not to the gift-giver.

(3) Do you have an eye-catching and memorable web address or URL that tells
your story, boosts your CTR and allows clients to remember you even if they’ve
left without buying or opting in on their first visit? URLs can make a huge

(4) Make sure before the campaign starts that all of your weblinks and URLs
meet Google’s editorial guidelines, and that they work correctly.

(5) Think ahead: Some keywords will simply never convert to sales of your
particular product.

Consider this: A consumer doing a keyword search on “lose 5 pounds” is likely
never to spend $30, $40 or $50 on a bottle of diet pills, or sign up for a six-month
dieting program. However, someone trying to lose fifteen or thirty pounds just
well might.

And in your industry there may be a thousand other good examples of keywords
that might be logically connected to your product, but where businesses doing

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searches on those terms wouldn’t be inclined to buy your particular product to
help them with that particular need.

The better you can foresee this, the more money you’ll save in failed attempts at
keywords that just don’t deliver.

                               Summing it all Up: Tracking Tips

So here’s your quick and dirty, start-to-finish conversion tracking checklist:

        Is your ad a fit introduction to your sales story?
        Is your ad a credible representation of what potential clients will find on
        your landing page?
        Does your ad sell to the same person that your landing page does?
        Does your ad make the best use of the keywords you’re targeting?
        Can you reasonably expect the keywords you’ve chosen to attract the kind
        of people who will buy your particular product or service?
        Have you carefully chosen a CPC that finds the “sweet spot” between a
        low price and a good, productive position that brings in sales?
        Is your tracking software or service reporting all your results and reporting
        them accurately?
        Is your tracking software providing specific tracking of all of your specific
        ad groups?
        Do you know precisely how much you can and cannot spend to get each
        new opt-in or sale?
        Are you focusing your time and money on the 20% of your ad campaigns
        that will likely bring you 80% of your sales?
        Have you made sure you’re not losing money through advertising on
        Content-Targeted sites?
        Are you getting maximum exposure and the best possible position through
        solid, high CTRs?
        Do you have an eye-catching and memorable URL?
        Do your URLs meet Google’s criteria, and do they work?

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                     Huge, Huge, Huge Differences
                      In Sales Conversion Rates
        You can bid on 1000 keywords, but when you track them to sales, they vary
enormously in their ability to convert to sales. Visitors from some keywords may
consistently be worth $1.00, even though you may only be paying 50 cents. Visitors from
other keywords will be worth NOTHING, even though you may be paying $2.00.

        This is what really separates the men from the boys, and this is where you get rid
of the waste.

        What you see on the next page is an anonymized report on one of my clients’
actual campaigns. This company sells a very specialized software product that ranges
from $70 to $170. They sell it directly on their website – pure e-commerce, which is
probably the toughest thing to do on the Internet. They’re bidding on about 1000
keywords, tightly clustered into about 25 different groups. This table illustrates the
enormous difference between visitors on various keywords.

        The things to pay attention to here are Cost Per Click, Value Per Visitor (which
is the average amount of money spent by each visitor) and ROI:

Group        # of          Cost          $ Spent       Number          $ Total      Value          ROI
             Clicks        Per           on            of Sales        Sales        Per
                           Click         Clicks                                     Visitor
10           542           0.16          86            0               0            0              0
22           3479          0.11          380           12              1275         0.37           +233%
24           345           0.15          52            0               0            0              0
25           158           0.08          12            1               100          0.63           +730%
31           2568          0.27          693           3               207          0.08           -71%
32           265           0.43          115           1               109          0.41           -4%
33           199           .19           37            5               491          2.47           +1226%
34           36            .25           9.00          1               107          2.97           +197%
35           40            .21           8.20          0               0            0              0
40           23            .30           6.90          0               0            0              0
42           450           .29           132           3               426          0.947          +226%
44           35            .26           9.10          0               0            0              0
Total        8140          0.189         1540          26              2715         .334           +76.5%

        You can see here that the average visitor to his website represents 33.4 cents in
sales, and he’s paying an average of 18.9 cents per visitor. But some visitors (and some
keywords) are worth almost $3.00 and some are worth zero!

        This data tells us several things. First, some campaigns haven’t produced any
sales and need to be shut off. Some campaigns are marginal, and will probably be fine if
we reduce the bid prices a bit. Some campaigns are extremely productive, but there’s
only a finite number of visitors available from them. If we can get a few more visitors
for those keywords by upping the bid prices, we should by all means do it.

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       The value of a keyword easily varies by a factor of 100 or more! Without this
kind of tracking, you’re whistling Dixie in the dark.

        Once again, I cannot overemphasize how much cost savings and intelligence you
will acquire when you track everything from the source to the sale. It is truly
enlightening, and it has a HUGE impact on your bottom line. Huge.

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                    Value Per Visitor and Affiliates
        There’s really no such thing as THE visitor value of your website, except as it
relates to specific sources of traffic. But the name of the game is to up your visitor value,
whether your visitor value is 10 cents and you’re paying 5 cents for clicks, or if visitor
value is 100 dollars and you’re paying $30 per click.

         A few years ago if you had an affiliate program, you could email a bunch of other
people who had email lists and they’d promote your product to their list. That doesn’t
happen very much anymore. Today, if the affiliate you’re approaching has a big list, they
won’t cooperate unless you can give them proof of having good visitor value. They want
to know, for example, that they’ll make 50 cents in commissions for every person on
their list, based on other people promoting your product to their list. That meant that if
you wanted a “super affiliate” to play ball with you, some other smaller affiliates would
need to be your guinea pigs first.

       But now you can use Pay Per Click traffic to establish your visitor value, help you
improve it based on having a steady, consistent source of traffic, and work out all the
bugs in your sales process before approaching affiliates.

        What’s likely to matter at that point is not so much the visitor value per se but
rather proving that you can profitably convert traffic that comes from search engines.
Visitor values of affiliate traffic are almost always going to be higher than general search
engine traffic, because of the relationship the customer has with the person who’s
recommending that they visit your site.

                          It Always Comes Down to the Sales Process!

        I do a hands-on, custom traffic management for several clients and the process has
never been simply a matter of setting up the traffic and turning it on. It always involves
taking a close look at the sales process and tweaking that, too.

       Here’s an example: If you sell a health remedy for skin problems, you’re going to
have quite a list of keywords you can potentially bid on:

        Skin problems

        The list could go on and on, right?

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        Well let’s say you’ve got a product that can help ALL of these problems. You
can bid on all of these keywords. You can play around until you come up with ads for
every single keyword, that get good click thru rates.

       And when you track your conversion rates you’ll find you need to make different
landing page for each one of these words.

        Here’s the trick: It doesn’t have to be a completely different landing page. But
if your main page has a headline that says “The ultimate cure for 75% of all skin
problems” that’s fine for “skin problems” but for the Acne page you might want to
change the headline and some of the text to fit the person who’s searching for an acne
solution. The headline might say “The ultimate cure for 75% of all Acne patients” and
adjust the message a bit for that specific audience.

         Those changes don’t take much time but they can easily double your conversion

         Now when you go to affiliates, who are going to send an email to their entire list,
and if you know that 43% of your visitors come because of acne, 22% come from
allergies and the rest are all over the map, you know that your enticement should focus on
acne, it should also talk about allergies (but not quite as much) and then perhaps provide
a list of other conditions that your product can help with.

                  The Bullseye Sale vs. “Taking Them Around The Bend”

       In my course I talk about keywords that are always expensive on Overture and
cheap on Google. Words like business or golf or tennis or sales.

       They’re cheap because they’re very general; people can’t get easily good CTR’s
and their ads get disabled.

         On the other extreme are very specific searches for a product.

         Here’s an example:

         At this moment there are three companies bidding on “headache.”

        There are sixty-two (!!!) companies bidding on “Imitrex” - a high-power,
prescription miracle headache medicine, which happens to cost about $10 to $20 per pill.

       Now if you want to sell Imitrex on Google AdWords… It CAN be done
successfully, but only IF you can afford to lose a substantial amount of money acquiring
a new customer, knowing (not just hoping) that you can continue to sell to them again
and again.

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      If you bid on Imitrex, and you’re willing to pay the price, you’ll be able to attain a
good CTR and probably a decent conversion rate to sales if your sales copy is good.

       However you can get visitors for 5 cents instead of 5 dollars if you bid on
“headache.” BUT – you must transition the person from their general problem of having
a headache, to the specific solution of Imitrex.

        Important Note: If you’re bidding on the product Imitrex, your ad should
advertise Imitrex. But if you’re bidding on “headache” then an ad about a product will
almost never work. The secret to making high-volume, 5-cent terms stick is advertising
problem solving information, not a product. If I were bidding on “headache” then I
would follow the lead of others who are bidding on that keyword. Here’s an ad that’s
running right now:
                             Sinus Headaches?
                             A common misdiagnosis. Learn
                             about your headaches on our site.

         The follow-up process may take not only a good sales letter but a series of
autoresponders. Also note that with a product like Imitrex, where everyone else’s “store”
is just a click away, this is going to be brutally price competitive.

        One last thing: “Migraine” is an interesting middle ground. Imitrex is actually
designed for Migraine headaches, and a person who types in “migraine” is probably in
serious need of a solution.

                       Pay Per Click vs. Other Ways of Getting Traffic

        I’ve been working with a client on selling a product that is nearly as competitive
as Imitrex – 30 to 40 bidders on over 100 related keywords. Very, very stiff competition.
Low price point and thin margins on top of that.

       His price is higher than most of his competitors, but he’s been selling it
successfully, mostly through opt-in email lists. He had me do a Google AdWords
campaign for him to see what would happen.

        We found that email is much more effective for that product. Why? Because of
the easy comparison-shopping with 40 other websites. The person who gets an email
about it is making a more subjective judgment.

        Here’s a quick list of ways to sell your product online:

                  Pay Per Click
                  Free search engine listings
                  Banner Ads

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                  Rented email lists
                  Paid inclusion in e-zines
                  Free links from other websites

…and don’t forget

                  Driving people to your website with direct mail (postcards are great) and
                  Print advertising

    Because an offline customer who goes online is usually a better quality visitor than an
online-to-online visitor.

        Remember the game “Rock-Paper-Scissors”? There’s a “Rock-Paper-Scissors”
relationship between every form of media and any of the others. Each one has its
unique advantages and disadvantages. The greatest advantage of Google AdWords over
ALL other media that I’ve ever used is the incredibly fast testing and refinement of a
sales process that it allows. Take what works on Google and then apply it in all those
other places.

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                                  Part Four:
Tools, Tips & Tricks

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    Google’s Updated Account Management Tool
       Google has an improved account manager that is significantly better than the old
one. I’d like to point out some important things that you’ll find in this interface.

        You can access it by using your username and password and logging in like
normal at You then go to the ad group that you want
to work with, select the keywords you want to modify, and click the "Edit CPCs/URLs"

        Functionally they’ve done three things which are very beneficial in your strategy:

   1. You can now create a campaign and then later choose unique URL’s for each
      keyword. So if you discover that a keyword is getting a lot of traffic and you
      want to test the conversion rate, you don’t have to use “peel and stick” and put it
      in a unique campaign; you can just insert a custom URL for that keyword.
   2. You can do the exact same thing with your bid prices – you can select one word
      in a group and choose a special bid price for it.

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       So you can enter a special cost per click for specific keywords. If you click on the
orange arrow it will copy that same value to all the keywords below it. Same with the
“Destination URL.”

   3. They have added the ability to create various off-the shelf as well as custom
      reports, which can organize the information in some extremely useful ways.

To access this type of report, just click on the “Reports” tab at the top of the page:

       This interface is pretty intuitive and there’s no need to go into all of it. But there
are some parts of it that deserve some clarification.

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              format. For permissions or joint venture opportunities contact Perry Marshall,
       To access your campaign’s settings, click through to the campaign you want to
change, and then click on “Edit Campaign Settings” near the top:

Campaign Summary > #6 - Ethernet Basics Guide

Campaign #6 - Active | Pause Campaign | Delete Campaign
Campaign Type: Keyword
Campaign Daily Budget: USD $100.00 | Edit Campaign Settings
No campaign negative keywords. Add

  Show all Ad Groups                     Go

                                                Jun 1, 2004 to Jun 30, 2004     1 - 1 of 1 Ad Groups.

 + Create New Ad Group       View All Ad Groups

         The first thing to point out here is that your choice of search sites and content
sites is a very important decision. See the part on the upper right:

        All campaigns will automatically show up on Google.

        If you select “search sites” then you are also advertising on AOL, Earthlink,
Netscape, etc. This is usually desirable, although you will get a somewhat different kind
of user than pure Google.

        If you select “content sites” then you are included in the AdSense program I
talked about earlier.

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        Your CTR’s on AdSense do not influence your bid prices or minimums – they
don’t affect you positively or negatively. But it’s important to understand that a person
who sees your ad on a content site – might be the New York Times website or - that person did not actively search for what you are selling. They
were on a page that Google determines to be somehow related and they clicked.

       This implies that the Value Per Visitor – their likelihood to spend money – can be
and usually is much different.

        The problem is, it’s somewhat difficult to test this in isolation, because you can’t
turn the Google ads off and measure just the content ads. You have to turn on the
content-targeted ads for a few days, test, then turn them off. But time and experience
has shown that content-targeted visitors convert poorly compared to search visitors.

        So here’s the strategy you should take:

                If you’re operating on tight margins, if you’re in a situation where you
                have to watch your cost per click very carefully – then you probably don’t
                want content-targeted ads.
                If you’re trying to get all the traffic you can get, and price is less of an
                issue, then content-targeted ads may be OK.

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         Cool Tips and Tricks for Generating New Keywords
        There are numerous tools for generating keywords (my keyword generator
software; Overture, WordTracker and others) and you should use them. But in this
section I’m going to go a little further and give you even more ideas.

                         How to Go Beyond the “Obvious” Keywords

        As I’ve said before, the first list of keywords you come up with, even if it’s a long
one, will be incomplete. People search for all kinds of things and what’s even more
interesting is that once AltaVista reported that 20% of all the searches were totally unique
in the history of AltaVisa. You never know what people are going to hunt for.

       So you’ll want lots of synonyms and terms with related meanings and related
subjects in your stockpile of keywords, so that you can be sure you’re reaching people
who are looking for what you’ve got.

       You might also want to bid on brand names. Now you’ll have to work through
any legal issues on your own, and you need to be cautious. But names of companies,
magazines, associations, famous people and places may all relate to your product. For
example for Billiards, you might bid on famous pool player Jeremy Jones. For drums
you might bid on “Buddy Rich.”

       Misspellings are a big opportunity, because most advertisers don’t bid on them,
and the click-thru rate is higher. For my Lord Of The Rings promotion, Tolkein
(misspelled) got twice the CTR of Tolkien (spelled correctly). is a website that I find extremely useful and interesting – it’s
kind of like a thesaurus but it uses web technology (I’m not sure how) to come up with
synonyms and related concepts.

                                   Words related to billiards:

                Search for billiards:       Quotations       Definitions       Shakespeare

                                             billiards          pool
        Synonymous                           billiards          nitride
                                             billiards          break
                                             billiards          cannon
        Generalizes                          billiards          carom
         Specializes                         billiards          masse
                                             billiards          masse shot
                                             billi d              i

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            Part of                          billiards           table game
                                             billiards           rudolf walter jr. wanderone
         Antonym of
                                             billiards           william frederick hoppe
           Rhymes                            billiards           william mosconi
         Sounds like                         billiards           joe davis

         Anagram of                          13 paths returned

        Occupation of                        You can return to the main search page
                                             or revise your query to the left
        Nationality of
        Birth year of
        Death year of
         Bio triggers
        Also known as

         Note the long list of options they give you. This is a fun site to play with.

        Google’s Keywords Suggestion tool is useful and has recently been improved.
You should use it, but know that it doesn’t give you anywhere near the extensive list of
variations that exist. It’s just a starting point.

                A List of Common Keyword Variations
Variations on Nouns


(Note: Overture’s keyword suggestion / inventory tool lumps singular and plural together,
which is a problem you should be aware of!)

Variations on Verbs


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Variations in Hyphenation

e mail
fire truck

Variations in Names

JRR Tolkien
J.R.R. Tolkien
John Ronald Reuel Tolkien
John Ronald Tolkien
John Reuel Tolkien
John Tolkien



Wrong Apostrophes


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Domain Names

People frequently type domain names into Google instead of their own toolbar. Take a
look at this from Oveture:

                              •  Get suggestions for: (may take up to 30
                                  w w w

                              Note: All suggested search terms are subject to
                              our standard editorial review process.

                                    Searches done in April 2003
                                  Count                Search Term

                              6725              used

                              2349     classic

                              1354     fast

                              1180     hot

                              1001     old

                              944      new

                              889      low rider

Wow! 134,913 searches for the website People use search engines for

In Google, nobody’s bidding on it! You can get your ad in for 5 cents, just by bidding on

I would bid on

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Here’s what I get on Google when I search

                                        Advanced Search      Preferences    Language Tools     Search Tips
                                                         Google Search

Showing web page information for
Get a New Car Price Quote, Acura, ...

Google can show you the following information for this URL:

    •   Show Google's cache of
    •   Find web pages that are similar to
    •   Find web pages that link to
    •   Find web pages that contain the term ""

There’s definitely an opportunity there.

Glossaries and Indexes

When I was building a campaign for a client, I got a book on the subject and used most of
the terms in the glossary as keywords. The landing page is an opt-in for a buzzword
guide. Most of these terms cost 5 cents. Some of them are frequently looked up, too – it
gets lots of traffic!


Sometimes places are associated with business – for example if you had a casino you
might get cheaper traffic bidding on “Niagara Falls” than bidding on “Casino.”

For LOCAL businesses, take whatever keywords apply to your business and then add
your state and as many cities as possible. For example a Cincinnati IT firm might do this:

Ohio computer consultant
Cincinnati computer consultant
Cincinati computer consultant (deliberate mis-spelling)
Cincinatti computer consultant (mis-spelling)
Tri-state computer consultant
Tri state computer consultant
Eaton computer consultant
Jamestown computer consultant

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Miamisburg computer consultant
Sidney computer consultant
Troy computer consultant
Milford computer consultant
Loveland computer consultant

And so on. Go to a map site and paste in a list of cities, then use an Excel spreadsheet to
mix and match those terms. Use computer consultant, IT company, I.T. company, IT
consultant, etc etc.

Once again, having LOTS of keywords is the key to untapped markets and low bid
prices, so give this its fair share of effort!

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 An Important Difference Between Google and Overture That
               Smart Marketers Can Exploit
       Some keywords have a broad meaning and get lots of searches. I’ll give you a
couple of examples: “Running” and “Golf.”

        At the time of this writing, the word “Running” is selling on Overture for $0.91,
0.90, 0.55 and 0.29 for the first, second, third and fourth positions, respectively. On
Google there’s only one bidder – you can get the 2nd position for 5 cents and the first for
probably only a little more.

       Similarly, “Golf” is selling for $0.71, 0.71, 0.70 and 0.69 on Overture. On
Google, the situation is exactly the same as running: There’s only one ad showing.
You’re in for 5 cents. “Golf Clubs” on Google is considerably more expensive, and there
are LOTS of advertisers for that phrase. I suspect that the traffic for “Golf Clubs”
converts to sales better, too – more about that later.

        Why the difference? It’s Google’s 0.5% minimum CTR. I’ll bet you money that
dozens of other people have attempted to bid on the words Golf and Running, but they
can’t get over the 0.5% minimum requirement. The one that can gets tons of traffic for

        Here’s a even MORE extreme example: The word “Business” is going for $1.01
on Overture, but there are ZERO bidders on Google. Once again, a measly 5 cents if you
can get it to work.

        This tells us a couple of things. First, Overture is doing a nice job of vacuuming
out their customers’ wallets. Of course they’re a public company, so it’s their fiduciary
obligation to do so.

      Second, a few people do manage to get traffic from these high-volume words.
How do you make these kinds of words work?

        1)           You have to try, try, and try again, writing ads until one of them makes
                     it. This can take a long time, because you’ll usually fail for quite
                     awhile until you find a winning formula. Google will disable your ads
                     and then they’ll run very sparsely until they see your CTR has
        2)           You need to make full use of negative keywords. Negative keywords
                     are especially useful when you’re bidding on a word that has broad
                     meaning and lots of searches.

        One last note: Traffic that comes from these broad searches is generally lower
quality than traffic that comes from very specific searches. The visitors that come from
those sources will not usually convert to buyers as well.

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        I’ve not done any work in the golf market, so this is just conjecture – but I’ll be
willing to bet that visitors who type in “improve my putting” will be much more likely to
buy a training video than visitors who typed in “golf” and just happened to click on a link
that looked sort of interesting.

                                         Disqualifying Traffic

        Ultimately you may not want to go for maximum CTR – you want to go for
maximum sales on your website and minimum junk traffic. Sometimes you’ll want to
include something that disqualifies people you don’t want. If you say “Free Golf
Instruction” in your ad you’ll get a bunch of riff-raff which you may not want. If you say
“$49 Golf Video” you’ll only get people who would consider purchasing it.

             Here’s an example where the negative keyword strategy simply didn’t work.

       For this campaign, we wanted traffic for Ethernet switches, so I did a search at which produced a list of search phrases associated with the word
“switch.” For everything I didn’t want, I put negative keywords.

             In this case it didn’t work very well.

 Robust Ethernet Switches                          Current maximum cost-per-click: USD $0.30
 Rugged Industrial Ethernet gear
 for tough applications                                                                Avg.                                                                       CPC         Cost      Avg.
                                         Keyword           Clicks Impr. CTR           (USD)       (USD)      Pos
              Clicks: 7
     Clickthrough Rate: 0.2%        switch *                     1 3717 0.0%             $0.05      $0.05     2.4
   Average cost-per-click: USD
                                    switches *                  11 2405 0.4%             $0.10      $1.06     1.5
                                    Negative keywords

 Mini Ethernet Switches             -video
 Rugged Industrial Ethernet gear
 with agency approvals              -micro
 Interest:                          -button
              Clicks: 5
     Clickthrough Rate: 0.1%
   Average cost-per-click: USD      -transfer
 Mini Ethernet Switches             -membrane
 Rugged Industrial Ethernet gear
 with agency approvals
              Clicks: 0
     Clickthrough Rate:0.0%         -flow
             (Ad Deleted)

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                                   Subtotal: Search
                                                                   12 6122 0.1%                  $0.10        $1.11       2.1

                                   Content-Targeted Ads [ more info ]
                                   Subtotal: Content-
                                                                     0        0      -                 -            -      -
                                   Targeted Ads

                                   Overall                         12 6122 0.1%                  $0.10        $1.11       2.1
                                    * Lower CTRs for content ads will not adversely affect your campaign. [ more info ]

                                  * This keyword has been disabled because its clickthrough rate (CTR) for
                                      the last 1,000 ad impressions it generated on Google falls below the
                                                            minimum required CTR.

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  Andrew Goodman’s “Goldilocks” Theory of Ad Copy
       In writing ad copy for many different kinds of products and companies, I have
consistently found that Google searchers do not respond well to excessive hype in ads.
Nor do they respond to messages that are plain and boring. What works is something in
the middle – intriguing but not pushy.

       Andrew Goodman, the well-known Google AdWords specialist, has a great way
of describing this. He calls it the “Goldilocks” principle. Not too hot; not too cold; you
want the temperature to be just right.

        Here’s an example from one of my campaigns; the first one worked well, the 2nd
one is too far “over the top.”

D.I.Y. Sales Leads
Don't hire telemarketers
Make prospects chase you instead

Clicks: 42
Clickthrough Rate: 1.0%

Escape Voicemail Jail
Get Customers to Chase You Instead
with Savvy Guerilla Marketing

Clicks: 20
Clickthrough Rate:   0.3%
(Ad Deleted)

Going Too Far Over the Top – and Getting Disabled by a Google Editor
     Here’s a different kind of example, though – an ad that performed well because it
WAS bold:

Prospecting Sucks
Make B2B clients call you first
with smart guerilla marketing

Clickthrough Rate:   1.1%

            Google doesn’t let you use the word “Sucks” or “Hate” – they disabled it.

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Google AdWords and a Unique Twist on the 80/20 Rule
                       How to get more out of your campaigns
                   By turning an important concept “upside down”
       A few months ago my friend Ken McCarthy, who hosts the now-famous Internet
Marketing “System” seminars, urged me to read a book called “The 80/20 Principle” by
Richard Koch. It turned out to be one of the most profound business books I’ve ever

       The 80/20 principle, also called the Pareto Principle, states that 80% of your
success comes from 20% of your efforts – and 20% of your success comes from 80% of
your efforts.

        This is true not just in business, but in almost every aspect of life.

        And it’s not just true in one aspect of business, but in EVERY aspect of business.
80% of your business comes from 20% of your customers. 80% of your profit comes
from 20% of your profits. 80% of your productivity comes from 20% of your employees.
And so on. When you work to identify who the most productive 20% of customers and
employees are … and the most profitable 20% of products – you can, in theory, get rid of
the other 80% and get almost the same results with a tiny, tiny fraction of the effort.

       Now putting this into practice isn’t always easy, but it’s vitally important to
recognize this fundamental imbalance between causes and effects.

       In Pay Per Click, 80% of your traffic will come from 20% of your keywords. It
might even be 90% of the traffic that comes from 10% of the keywords.

       Most of the time the most productive 20% of keywords will be obvious to
everyone and there will be bidding wars.

         You can strive to test copy and do a little better than everyone else, but the fact is,
you’re still in that bidding war. The productive 20% of keywords that get 80% of the
traffic often cost FIVE TIMES more than the 80% of keywords that produce 20% of the

        One way around it is to turn the 80/20 principle on its head. If you can get by
with a smaller amount of traffic, you can cut your costs dramatically.

        Let’s go with the numbers I just gave you – and I’ll apply this to a real campaign:

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            Current maximum cost-per-click: USD $0.50                 Modify Price or Keywords

            Keyword                  Clicks Impr. CTR Avg. CPC (USD) Cost (USD) Avg. Pos
  "ethernet switch"                       321 46421 0.6%                   $0.37         $117.75        2.9

  ethernet switch                          88 12842 0.6%                   $0.39          $34.23        2.8

  [ethernet switch]                       147    6649 2.2%                 $0.39          $57.07        1.7

  "ethernet switches"                      48    6308 0.7%                 $0.38          $18.09        2.7

  [ethernet switches]                      15    3131 0.4%                 $0.35            $5.18       2.7

  ethernet switches                         8    1595 0.5%                 $0.44            $3.50       3.1

  sixnet                                    9    1189 0.7%                 $0.19            $1.67       1.4

  gigabit ethernet switch                   4     726 0.5%                 $0.40            $1.58       3.8

  port ethernet switch                      3     410 0.7%                 $0.37            $1.11       2.4

  10/100 ethernet switch                    5     341 1.4%                 $0.34            $1.68       1.8

  ethernet hub switch                       1     188 0.5%                 $0.32            $0.32       2.7

         This campaign is for generating traffic for selling Ethernet Switches. This is a
partial list of the words in this campaign – the highest traffic ones. Notice the bid price
of 50 cents.

        Let’s look at the Traffic Estimator if we increase the bid from $0.50 to $1.00:

                                                Traffic Estimator
                          Clicks /              Average          Cost /               Average
                           Day            Cost-Per-Click (USD) Day (USD)             Position [?]
           Keyword     current forecast     current      forecast   current forecast current forecast

             Overall 11.7        14.0            $0.33       $0.50 $3.97 $7.00 2.2            1.4

        Our cost per click goes up 50%; we get 20% more traffic for 76% more money.

       So let’s go the opposite direction. I’m going to drop the bid price to 5 cents. Also
I’m going to show you some (not all) of the keywords so you can see how the positions

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                                                Traffic Estimator
                                     Clicks /       Cost-Per-          Cost /          Average
                                      Day          Click (USD)       Day (USD)        Position [?]
          Keyword                 current forecast current forecast current forecast current forecast

                                                                                                        suggest keywords /
[ethernet switch]                    2.9     1.4 $0.31 $0.05 $0.87 $0.07               1.8     6.5
                                                                                                        suggest keywords /
"ethernet switch"                    1.7     1.1 $0.45 $0.05 $0.76 $0.06               3.2     7.0
                                                                                                        suggest keywords /
port ethernet switch                 1.6     0.8 $0.28 $0.05 $0.44 $0.04               1.5     4.5
                                                                                                        suggest keywords /
gigabit ethernet switch              1.0     0.7 $0.36 $0.05 $0.36 $0.03               3.2     6.2
                                                                                                        suggest keywords /
8 port ethernet switch               0.3   < 0.1 $0.30 $0.05 $0.09 $0.00               2.6     9.3
                                                                                                        suggest keywords /
industrial ethernet switch           0.2   < 0.1 $0.47 $0.05 $0.09 $0.00               4.1    13.1
                                                                                                        suggest keywords /
[ethernet switches]                  0.1   < 0.1 $0.33 $0.05 $0.05 $0.00               2.1     4.0
                                                                                                        suggest keywords /
buy ethernet switch               < 0.1    < 0.1 $0.29 $0.05 $0.00 $0.00               2.1     8.2
                                                                                                        suggest keywords /
configure ethernet switch         < 0.1    < 0.1 $0.29 $0.05 $0.00 $0.00               2.1     7.4
                                                                                                        suggest keywords /
connecting ethernet switches      < 0.1    < 0.1 $0.27 $0.05 $0.00 $0.00               1.7     4.2
                                                                                                        suggest keywords /
"fast ethernet switch"            < 0.1    < 0.1 $0.00 $0.00 $0.00 $0.00               0.0     0.0
Overall                            11.7      6.4 $0.33 $0.05 $3.97 $0.32               2.2     5.7

     Here’s what I want you to notice: several of these fell well below the 8th position – 8
     port ethernet switch fell to 9.3, and industrial ethernet switch fell to 13.1. That means
     they go on the 2nd page of results and will be seen far fewer times.

             But also notice that [ethernet switch] only dropped from 1.8 to 6.5, because most
     of the other bidders bid on ethernet switch but not [ethernet switch].

          This shows that we will get half the traffic at 5 cents as 50 cents, but pay only
     ONE TENTH as much for it!

             Caveat: I am certain that some of these keywords will now get lower CTR’s and
     get disabled. We may very well lose 80% of the traffic, not just 50%. But we will pay
     much less.

      ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
            For permissions or joint venture opportunities contact Perry Marshall,      133
So here’s what happens if you turn the 80/20 rule on its head:

    •    The “hot” 20% of the keywords get 80% of the traffic
    •    The “not so hot” 80% of the keywords get 20% of the traffic – and most
         advertisers don’t bid on them
    •    The “not so hot” 80% only cost perhaps 20% as much money
    •    So if you turn 80/20 on its head, you get 1/4th the traffic and you only spend 1/20th
         as much money!

Let’s look at a second example:

Here is a partial list of the most searched terms on a “USB” campaign (Universal Serial
Bus, the cable that links your PC to a digital camera or MP3 player):

            Current maximum cost-per-click: USD $0.36                Modify Price or Keywords

           Keyword         Clicks     Impr.     CTR Avg. CPC (USD) Cost (USD) Avg. Pos
        usb                  9967 1014173 0.9%                       $0.14     $1,323.05        1.9

        usb 2.0              1054      74950 1.4%                    $0.22       $231.35        2.3

        usb 2                 522      41462 1.2%                    $0.22       $110.04        2.2

        usb cable             388      37525 1.0%                    $0.27       $101.28        4.1

        usb port             1012      35990 2.8%                    $0.20       $199.06        2.1

        usb hub               307      27498 1.1%                    $0.20        $59.13        3.1

        usb controller        169      16330 1.0%                    $0.15        $23.83        1.8

        usb device            163      15916 1.0%                    $0.13        $20.24        1.6

        usb card                83     14278 0.5%                    $0.23        $18.96        4.1

        usb serial              90     12860 0.6%                    $0.18        $15.36        5.6

        nt usb                102      11526 0.8%                    $0.14        $13.43        1.3

        You see here that “USB Cable” is at the 4th position at 27 cents a click. The top
position would probably cost around $1.00. So what if we’re on a super tight budget?

         I’m going to use Google’s Traffic Estimator to give you two new scenarios.

         First I’m going to set the bid price at $1.00. Here’s what it tells me:

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,      134
Current                                                    New

                                                                                                   1.00   Calculate estimates
Maximum cost-per-click: USD $0.36                          Maximum cost-per-click: USD $

                                                Traffic Estimator
   Clicks /                             Average                                        Cost /                       Average
    Day                           Cost-Per-Click (USD)                               Day (USD)                     Position [?]
896.5 1,121.4                        $0.16                       $0.35          $151.07              $398.87        2.4         1.5

       So… do the math, My bid position average goes from 2.4 to 1.5, the price per click more
       than doubles, and I get 25% more clicks.

       Let’s go the opposite direction. I’ll set the bid price at the 5 cent minimum:

                                                     Traffic Estimator
        Clicks /                             Average                              Cost /                         Average
         Day                           Cost-Per-Click (USD)                     Day (USD)                       Position [?]
     896.5              646.7                $0.16             $0.05        $151.07            $32.34        2.4                3.7


              In this case, NONE of my keywords got disabled (not always the case, BTW!)
       and a 5 cent bid brings fully HALF the traffic as a $1.00 bid, for ONE TENTH the price.

              Reminder: You can only “invert” the 80/20 rule if you’re bidding on LOTS
       of keywords and their variations. Use “ “ and [ ] keyword matching options on
       phrases to further specify your bids – it gets you ahead of advertisers who don’t use
       keyword matching options!

               As you can see, “points of diminishing returns” are more of a problem when
       you’re bidding too much than too little. However, don’t forget that lower positions mean
       lower CTR’s and disabled keywords; also remember that what really counts is conversion
       rates to sales, not just CTR’s and bid prices.

              Finally: A Very Important Note – You will probably find that only 20% of your
       keywords actually convert to sales! I can’t tell you whether the expensive ones will
       convert or if the cheap ones will. The expensive ones are probably more likely to
       convert, at least sometimes. But you’ll have to spend some money and test before you
       find out what you can get rid of.

         ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
               For permissions or joint venture opportunities contact Perry Marshall,      135
         The following article is reprinted from Manufacturing Automation Magazine, Canada, May 2003
                              Copyright © 2003 CLB MEDIA INC. All rights reserved.

           Do Less, Earn More and Live Better
                           Rediscovering the 80/20 Principle
                                                  by Perry S. Marshall

One of my friends recently urged me to pick up                       80 percent of your profits come from 20
a book - so I ordered it and read it. By page 14,                    percent of your products.
my brain was on fire. Four hours later, my wife
found me sitting in the living room with a                           This principle has been applied heavily in the
programmable calculator and pages of                                 science of manufacturing quality management
trigonometry calculations, charts, graphs and                        where people have long known that there are
numbers. A massive brainstorm was                                    only two or three primary causes of almost all
underway.                                                            of your manufacturing defects. But this is only
                                                                     minimally understood by most people in other
"What happened to you?" she asked.                                   disciplines.

"Major epiphany, honey," I announced. "This                          What is provocative about this book is its focus
book is the ultimate explanation of almost                           on the "exponential" nature of the 80/20 rule.
everything!"                                                         I'd never thoroughly considered what happens
                                                                     when you stack multiple 80/20 factors on top of
OK, maybe that's a bit of an exaggeration. But                       each other. When you apply 80/20 multiple
this book has more "eureka moments" per                              times to a complex business or process, the
page than anything else I've read in the last                        implications are staggering.
few years. The book? The 80/20 Principle: The
Secret to Success by Achieving More With                             Here is the result in the world I consult for
Less by Richard Koch.                                                every day: 20 percent of your profits come
                                                                     from less than one percent of your customers.
The funny thing is, I already knew about the                         Companies waste enormous resources not
80/20 rule, and I've talked about it frequently.                     recognizing that there is a heavy imbalance of
But I never recognized how extensive and                             cause and effect in literally everything that they
exponential the implications are until this                          do. This has some interesting implications for
publication - the first ever written on this                         project management, product management,
subject - prompted me to really, really think                        database marketing, advertising,
about it.                                                            compensation plans, and just about everything
                                                                     else you can think of.
The 80/20 concept, or Pareto Principle, is a
generalization assuming that 80 percent of                           The kicker is that when you take 80 percent of
your business comes from 20 percent of your                          your effort that has been wasted on the 80
customers, and 80 percent of your problems                           percent of the activities that are unproductive,
come from 20 percent of your customers,                              and focus it on the 20 percent that is
usually different ones. (Most people greatly err                     productive, do the math - you get five times the
by treating everyone the same.) Plus, it                             result. When you further divide processes and
assumes 80 percent of your productivity is                           customer lists into three, four or five different
accomplished in 20 percent of your time, and                         segments and focus attention very
                                                                     disproportionately on your activities according

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format. For permissions or
                         joint venture opportunities contact Perry Marshall,                136
to the profits they produce, you easily attain 10                    operate according to the "is" world instead of
to 1 and even 100 to 1 improvements in                               the "should be," life gets a lot easier.
leverage and effectiveness.
                                                                     The truth is, you can fix problems with much
This is not a funky little theory. This bears itself                 less effort, by knowing what telltale signs to
out consistently if you study the numbers as                         look for. I've already had extensive discussions
they really exist in your business or                                with several clients about applying this
organization. I immediately recognized this                          principle to drastically cut waste out of their
trend in four different groups of contacts in my                     advertising and get explosive results from very
customer database, and the numbers matched                           small numbers of customers.
the model perfectly.
                                                                     Here's a few more implications of the 80/20
The ratio is not always 80/20, by the way. It                        concept:
can be 70/30, sometimes 99/1. The point is
that the world is a very nonlinear place; inputs                     • Most of our failures are in races that others
and outputs are very disproportionate and as                         enter us in. Most of our successes come from
much as we'd all like to treat all causes and                        races we ourselves want to enter. We fail to
effects the same, much as we'd like to think                         win most races because we enter too many of
that everybody makes an equal contribution,                          the wrong ones - their races, not ours.
the fact is that cause and effect have
enormous inequalities.                                               • Everyone can achieve something significant.
                                                                     The key is not effort, but finding the right thing
Action and reaction are heavily skewed. Most                         to achieve. You are vastly more effective at
people are tempted to equalize things, to                            some things than others, but you dilute your
spend most of their time helping unproductive                        effectiveness by trying to be well-rounded and
people get better, when they'll get far more                         balanced. If you're frustrated in your job, if
accomplished by giving productive people                             you're not as effective as you could be, it's
more resources, more time and more freedom.                          probably because you are doing the wrong
What do you do with unproductive people?                             things.
Find something else for them to do.
                                                                     • There are always a few reasons why things
Big corporations are almost always an                                happen, and they are often not obvious. All of
organized conspiracy to misallocate rewards.                         us have to constantly question our
The larger and more complex the firm, the                            assumptions about what's really making things
greater the extent and success of the                                work.
conspiracy. Accounting systems are the enemy
of fair rewards, because they are absolutely                         Last week, I applied a version of this to a
brilliant at obscuring the sources of true                           promotion and got more accomplished in two
productivity. They hide the fact that a very                         days than I used to get done all month long.
small amount of the activity is responsible for a                    You can do the same. The bottom line is you
very large amount of the success - and the rest                      can work less, succeed, earn and enjoy more,
is just entertainment.                                               if you recognize the inherent imbalance of
                                                                     forces in the world and use them to your
Executives are almost always uncomfortable                           advantage.
with this idea. The 80/20 Principle is not a book
you'll see passed around at Harvard Business                         Perry Marshall is an author, speaker and
School, because it doesn't fit neatly into their                     consultant who does guerrilla marketing for
spreadsheets and business models. However,                           industrial and high-tech companies. You can
it does fit reality nicely. I find that when you                     contact him through his website at

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format. For permissions or
                         joint venture opportunities contact Perry Marshall,                137
                                  Part Five:
            Your Questions

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
 “OK, So What Do You Do When Bids Are $5-$10 Per Click?”
I got this question from Kevin:

I've got a pay per click question, as I'm looking to ramp up my e-commerce substantially. I have
what I see as some impediments for pay per click, but look forward to be proven wrong.

I market information to sports handicappers and sports bettors, with football being the key.

My problem with pay per click is that the same keywords I would use are bid way, way, way up by
highly profitable offshore/online sportsbooks and casinos. In "sports betting" on Overture the
leaders get over $10 per click right now in a real "dead period" for sports betting. Paying $1 per
click right now would have me about 30th or so in the listings. These prices are bid up even
higher during the extremely busy mid-August to early-September period when I do the bulk of my
business for the year, with half of that in about a five-day span as the football season starts (yes, I
use early bird offers, but it doesn't seem to drive customer behavior). As I see it, this
concentrated time would also make it very risky to test and properly react to a "deep pockets/ buy
the customer" strategy so I need to be smart. Even "secondary" keywords (football handicapping,
football stats, etc.) are way pricey during the time we're all trying to do business.

I have assumed that pay per click would be difficult for me to make work due to the deep pockets
of the sports books who are looking for the same people. I just question if the intense, free-
spending competition and short sales window make it a viable option for me.

Thanks for reading this far and I look forward to your feedback.

Best, Kevin

This is a great question. Kevin’s scenario is not typical, but it certainly is not unheard of.
As the Pay Per Click game gets more competitive – as more and more bidders get into the
game – it gets harder to participate.

This question and example is now a couple of years old. The online sports betting market
has changed considerably since then, but the principles here haven’t. So pay close

On the following two pages you’ll see what came up when I typed in “Sports Betting” in
Google. I’m showing you the 1st page and the 4th page of results.

Across four pages of search results, we saw 8 + 8 + 8 + 4 = 28 companies bidding on the
term “sports betting” – 28 ads running. We know that the 28th guy was paying 5 cents a
click and the prices went up from there. So the top position was pretty expensive.

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,      139
Google Search: sports betting                                                                                                Page 1 of 2
                                  Advanced Search     Preferences    Language Tools      Search Tips

                                  sports betting                            Google Search

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                                                                                                                        140                                           6/3/03
Google Search: sports betting                                                                                                  Page 1 of 2
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Searched the web for sports betting.                                  Results 31 - 40 of about 1,270,000. Search took 0.89 seconds.

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                                                                                                                          141                                                6/3/03
Obviously, sports betting is a commodity business (some would say cutthroat), and there
are LOTS of choices. As you will see, the competition was fierce and the real deal was
going to be converting visitors to buyers once they got to the site. So I tried some stuff
and saw what I could pull out of the “keyword bargain bin.” My first attempt was
combining college football teams with betting words:
                                       USD $   0.50       Recalculate Estimates

                                               Traffic Estimator   *

                            Clicks /   Average          Cost /   Average
        Keyword              Day Cost-Per-Click (USD) Day (USD) Position [?]
    auburn bet                 < 0.1                  $0.09        $0.00      1.1    suggest keywords / delete
    auburn betting             < 0.1                  $0.32        $0.00      3.5    suggest keywords / delete
    bet on hoosiers            < 0.1                  $0.38        $0.00      1.1    suggest keywords / delete
    cal poly bet               < 0.1                  $0.07        $0.00      1.1    suggest keywords / delete
    cal poly betting           < 0.1                  $0.36        $0.00      4.3    suggest keywords / delete
    citadel bet                < 0.1                  $0.07        $0.00      1.1    suggest keywords / delete
    citadel betting            < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    clemson bet                < 0.1                  $0.07        $0.00      1.1    suggest keywords / delete
    clemson betting            < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    colorado bet               < 0.1                  $0.08        $0.00      1.2    suggest keywords / delete
    colorado betting           < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    cornhuskers bet            < 0.1                  $0.30        $0.00      1.1    suggest keywords / delete
    cornhuskers betting        < 0.1                  $0.47        $0.00      2.6    suggest keywords / delete
    florida bet                < 0.1                  $0.07        $0.01      1.2    suggest keywords / delete
    florida betting            < 0.1                  $0.08        $0.00      4.5    suggest keywords / delete
    florida state bet          < 0.1                  $0.20        $0.00      1.5    suggest keywords / delete
    florida state betting      < 0.1                  $0.05        $0.00      5.5    suggest keywords / delete
    georgia tech bet           < 0.1                  $0.06        $0.00      1.2    suggest keywords / delete
    georgia tech betting       < 0.1                  $0.43        $0.00      3.9    suggest keywords / delete
    hawkeyes bet               < 0.1                  $0.16        $0.00      1.9    suggest keywords / delete
    hawkeyes betting           < 0.1                  $0.48        $0.00      2.8    suggest keywords / delete
    hoosier betting            < 0.1                  $0.48        $0.00      2.8    suggest keywords / delete
    iowa bet                   < 0.1                  $0.08        $0.00      1.1    suggest keywords / delete
    iowa betting               < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    nebraska bet               < 0.1                  $0.09        $0.00      1.1    suggest keywords / delete
    nebraska betting           < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    oklahoma bet               < 0.1                  $0.07        $0.00      1.2    suggest keywords / delete
    oklahoma betting           < 0.1                  $0.33        $0.00      3.5    suggest keywords / delete
    sports betting             14.0                   $0.41        $5.72      7.8    suggest keywords / delete
    virginia tech bet          < 0.1                  $0.07        $0.00      1.2    suggest keywords / delete
    virginia tech betting      < 0.1                  $0.12        $0.00      4.3    suggest keywords / delete
    Overall                    14.0                   $0.41        $5.72      7.8

 ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
       For permissions or joint venture opportunities contact Perry Marshall,      142
     If you look closely, you see that Google didn’t have a good estimate about all these team
     words, and the only word that DID get traffic appeared to get ALL of the traffic: “sports

     This didn’t look like a good strategy. So I went to and generated
     a list of over 200 betting related words. I bid 10 cents on them and here’s what I got:

                                               Choose currency and maximum cost-per-click
                                                      USD $                Recalculate Estimates

                                                              Traffic Estimator        *

                                                   Clicks        Average                   Cost /       Average
                                                      /       Cost-Per-Click                Day         Position
                    Keyword                         Day           (USD)                    (USD)           [?]
$1 sports betting                                     < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

2000 legislature sports betting                       < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

2003 supercross sports betting                        < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

absolutly free sports betting picks                   < 0.1                    $0.10            $0.00     21.4     suggest keywords / delete

advantage sports betting                              < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

all about sports betting                              < 0.1                    $0.09            $0.00     20.0     suggest keywords / delete

amount of illegal sports betting in ny state          < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

andy bellin sports betting                            < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

arbitrage sports betting                              < 0.1                    $0.09            $0.00     16.3     suggest keywords / delete

articles on betting on college sports                 < 0.1                    $0.08            $0.00     21.2     suggest keywords / delete

articles on sports betting                            < 0.1                    $0.08            $0.00     20.3     suggest keywords / delete

australian sports betting                             < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

australian sports betting selections                  < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

baseball online sports betting                        < 0.1                    $0.06            $0.00     21.9     suggest keywords / delete

baseball sports betting                               < 0.1                    $0.10            $0.00     16.8     suggest keywords / delete

basketball sports betting                             < 0.1                    $0.09            $0.00     18.2     suggest keywords / delete

beginners guide to sports betting                     < 0.1                    $0.09            $0.00     21.1     suggest keywords / delete

best sports betting sites                             < 0.1                    $0.10            $0.00     17.4     suggest keywords / delete

best sports betting software                          < 0.1                    $0.10            $0.00     21.0     suggest keywords / delete

betting bowl gambling sports super                    < 0.1                    $0.08            $0.00     17.4     suggest keywords / delete

betting casino gambling online sports                 < 0.1                    $0.08            $0.00     28.2     suggest keywords / delete

betting casino online source sports                   < 0.1                    $0.06            $0.00     28.0     suggest keywords / delete

betting football gambling sports                      < 0.1                    $0.10            $0.00     19.0     suggest keywords / delete

betting gambling sports sports                        < 0.1                    $0.08            $0.00     18.4     suggest keywords / delete

betting in sports                                     < 0.1                    $0.09            $0.00     16.8     suggest keywords / delete

betting on all major american sports                  < 0.1                    $0.09            $0.00     20.1     suggest keywords / delete

betting on college sports                             < 0.1                    $0.08            $0.00     21.2     suggest keywords / delete

betting on sports                                     < 0.1                    $0.08            $0.00     18.1     suggest keywords / delete

betting on sports events                              < 0.1                    $0.08            $0.00     21.3     suggest keywords / delete

betting online sports                                  0.2                     $0.09            $0.02     12.7     suggest keywords / delete

betting sports                                        < 0.1                    $0.10            $0.00     19.3     suggest keywords / delete

betting sports betting                                < 0.1                    $0.08            $0.00     19.7     suggest keywords / delete

las vegas sports betting lines                        < 0.1                    $0.07            $0.00     15.8     suggest keywords / delete

       ©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any format.
             For permissions or joint venture opportunities contact Perry Marshall,      143
                                                             Traffic Estimator        *

                                                  Clicks        Average                   Cost /       Average
                                                     /       Cost-Per-Click                Day         Position
                     Keyword                       Day           (USD)                    (USD)           [?]
las vegas sports betting newspapers                  < 0.1                    $0.10            $0.00     19.3     suggest keywords / delete

london sports betting                                < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

luxor online sports betting                          < 0.1                    $0.09            $0.00     23.9     suggest keywords / delete

m & m sports betting                                 < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

making a living sports betting                       < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

mayan sports betting                                 < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

mirage sports betting                                < 0.1                    $0.08            $0.00     20.9     suggest keywords / delete

mlb sports betting                                   < 0.1                    $0.08            $0.00     19.1     suggest keywords / delete

negative aspects of college sports betting           < 0.1                    $0.09            $0.00     20.0     suggest keywords / delete

nfl sports betting                                   < 0.1                    $0.10            $0.00     21.0     suggest keywords / delete

nfl sports betting odds                              < 0.1                    $0.09            $0.00     18.7     suggest keywords / delete

off shore sports betting                             < 0.1                    $0.07            $0.00     20.2     suggest keywords / delete

olympic sports betting                               < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

on line betting sports book                          < 0.1                    $0.06            $0.00     16.0     suggest keywords / delete

on line sports betting                               < 0.1                    $0.07            $0.00     16.1     suggest keywords / delete

on-line sports betting                               < 0.1                    $0.07            $0.01     14.6     suggest keywords / delete

online betting sports gambling                       < 0.1                    $0.10            $0.00     22.5     suggest keywords / delete

online betting sports gambling casino games and
                                                     < 0.1                    $0.05            $0.00     38.1     suggest keywords / delete

online sports betting                                < 0.1                    $0.10            $0.00     22.2     suggest keywords / delete

online sports betting affiliates                     < 0.1                    $0.10            $0.00     37.6     suggest keywords / delete

online sports betting discover card                  < 0.1                    $0.09            $0.00     23.1     suggest keywords / delete

online sports betting lines                          < 0.1                    $0.09            $0.00     21.6     suggest keywords / delete

online sports betting odds                           < 0.1                    $0.09            $0.00     20.1     suggest keywords / delete

online sports betting tennis                         < 0.1                    $0.09            $0.00     22.3     suggest keywords / delete

online sports betting+canadian sports betting        < 0.1                    $0.09            $0.00     23.1     suggest keywords / delete

organized sports betting                             < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

paramutual sports betting                            < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

pinnicle sports betting                              < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

pro-line sports betting                              < 0.1                    $0.10            $0.00     18.2     suggest keywords / delete

rating and sports and betting                        < 0.1                    $0.10            $0.00     20.9     suggest keywords / delete

recommended online sports betting services           < 0.1                    $0.09            $0.00     22.3     suggest keywords / delete

sand star sports betting                             < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

sky sports betting                                   < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

soccer sports betting                                < 0.1                    $0.09            $0.00     18.2     suggest keywords / delete

south african sports betting                         < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

sports + betting                                      2.0                     $0.10            $0.20     10.6     suggest keywords / delete

sports + online + betting                            < 0.1                    $0.09            $0.00     20.3     suggest keywords / delete

sports betting                                       < 0.1                    $0.08            $0.00     22.0     suggest keywords / delete

sports betting + sign-up bonus                       < 0.1                    $0.09            $0.00     23.9     suggest keywords / delete

sports betting 101                                   < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

sports betting action                                < 0.1                    $0.08            $0.00     20.1     suggest keywords / delete

sports betting advice                                < 0.1                    $0.09            $0.00     16.3     suggest keywords / delete

sports betting and excel spreadsheet                 < 0.1                    $0.10            $0.00     23.1     suggest keywords / delete

sports betting and money management                  < 0.1                    $0.10            $0.00     21.0     suggest keywords / delete

uk sports betting on-line                            < 0.1                    $0.06            $0.00     16.7     suggest keywords / delete

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             For permissions or joint venture opportunities contact Perry Marshall,      144
                                                        Traffic Estimator        *

                                             Clicks        Average                   Cost /       Average
                                                /       Cost-Per-Click                Day         Position
                  Keyword                     Day           (USD)                    (USD)           [?]
vegas sports betting                            < 0.1                    $0.09            $0.00     19.0         suggest keywords / delete

vegas sports betting lines                      < 0.1                    $0.06            $0.00     16.3         suggest keywords / delete

vegas sports betting odds                       < 0.1                    $0.07            $0.00     18.9         suggest keywords / delete

victor chandler sports betting                  < 0.1                    $0.10            $0.00     19.7         suggest keywords / delete

wendover nv sports betting                      < 0.1                    $0.08            $0.00     20.1         suggest keywords / delete

wide range of sports betting                    < 0.1                    $0.08            $0.00     20.1         suggest keywords / delete

worlds largest sports betting                   < 0.1                    $0.08            $0.00     20.1         suggest keywords / delete

yahoo sports betting                            < 0.1                    $0.08            $0.00     20.1         suggest keywords / delete

Overall                                          2.3                     $0.10            $0.22     10.8

     (Note that if I were setting this up for real, many of these keywords would not match the
     product, etc., but I’m using this for illustration.)

     I printed this in small font so it’s hard to read, but notice that most of these words wound
     up in bid positions #15-20 – at 10 cents a click, anyway. The average position was 10.8.

     If I changed it to 35 cents a click, here’s what I got instead:

                                 Overall         5.8                     $0.21           $1.20             8.9

     If I changed it to 75 cents a click:

                                 Overall        13.2                $0.43              $5.68          7.7

     At $1.00 a click:

                                 Overall         14.0             $0.78                $10.85          6.8

     At $2.00 a click:

                                   Overall       22.4              $1.53               $34.09        3.4

     It looked to me like the range for success here would be $1-2 per click for many of these

     So… is a visitor worth $2? The sales process on your website would have to answer that
     question. Sometimes a visitor is worth $2000. Most of the time a visitor is worth $0.

     I couldn’t definitively answer this question for Kevin, but he could begin to get an
     accurate answer by experimentation for a few hundred dollars. He would want to capture
     as much contact information as he possibly could from them, market to them every way

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he could (email, direct mail, teleseminars, recorded messages, maybe telephone) to
maximize the value of every visitor.

Kevin asked this question of several people. Here are some replies – all of them good

Kevin - What are the possibilities of getting the top bidders to become affiliates of your
site/system and paying them a commission?

Michael Attias

I'm sure that Perry and others will have clever suggestions about underutilized word combinations
that can deliver you the traffic you want. I'm not that familiar with adwords to have anything to add
on that score. (Although after listening to Perry in Cleveland at System III next weekend, I hope to
be a good deal smarter on that score.)

My thought was to make a JV offer to the online casinos and sportsbooks - let them give away
your ebook as a bonus for opening an account or adding a certain amount of money to it. I
assume that your book encourages people to wager by giving them skills and strategies -
something bookmakers and casinos are all in favor of - so arguably it's in their interest anyway to
help you spread the word. And since it's an ebook with your back-end offers embedded in it, it
costs you nothing. Just create a second free ebook, add your bonuses to that one, and offer
it in the first ebook in exchange for contact info and permission to put them on your list.

Be the little bank branch inside the giant supermarket - they've already spent millions on the store
and the parking lot - you can't compete with them, but you can help them and they can help you.

If you get resistance, you might even offer the casino or bookmaker a pay per action deal (per
click or per download) to help them monetize some of their traffic and subsidize their $10 per click

Take care,

Howie Jacobson (609) 883-2661

And finally, I replied to Kevin:

I think the other guys have given you good advice; maybe you can buy exit traffic from the other

As for whether PPC is viable for you or not, I took a look and you can get a few dozen visitors a
day at $1-2 per click. From that point forward it all depends on your conversion rate. "Sports
betting" has 28 bidders on Google, even more on Overture, and it's apparent that anything
gambling related has STIFF competition and has a lot of savvy marketers (big surprise).

You can certainly fine tune a lot of things and do incrementally better than the others.

But the REAL question is: Can you make more money from a visitor than a betting site can?
That's the ultimate deciding factor.


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       For permissions or joint venture opportunities contact Perry Marshall,      146
                  When you’re up against stiff competition:
                            A Tidy Summary
Your Keywords:

        It’s not enough to bid on 10-20 keywords. If you do, you’ll only be bidding on
        the most obvious, most expensive ones. As a rule of thumb, you should try for at
        least 200, and use 3rd party keyword tools like GoodKeywords, WordTracker and
        Overture’s Search Term Suggestion Tool to generate them. That’s how you get
        the 5 cent clicks.
        Phrase matching is extremely powerful. Using “quotes for phrases” or [exact
        match for phrases] will almost always get you into some nooks and crannies that
        wouldn’t work before.
        In any market, there are highly specific, high priced words, that everyone is
        bidding on – and there are low priced, general words that most people can’t get to
        work. For example, “golf clubs” is expensive but “golf” is cheap. You can get a
        lot of 10 cent traffic from the keyword “golf” and possibly make it work – IF you
        use an opt-in and information marketing strategy to cultivate a relationship with
        the visitors. However, throwing golf clubs and an order button in front of those
        people is not going to work.

Your Ad Copy:

        Every single word in your ad matters, and makes a measurable difference. Even
        the capitalization of each word makes a difference. Split test and find out what

Your Bidding Strategy:

        Don’t aim for the top position. That usually gets you to a point of diminishing
        returns. 2-4 is usually best, and if bid prices are sky high, then 6-8 is good.

Your Sales Process:

        Ultimately the whole game comes down to the quality of the sales process on your
        website. When people land on your web page they need to get an attention-
        getting message and a well-thought out, compelling sequence of events and a
        clear call to action.
        As the PPC market matures, it’s going to be more and more important to focus on
        the opt-in – getting permission to communicate with people, then developing a
        relationship with them – than just getting the quick sale. When there are a lot of
        bidders, the people who develop ongoing relationships and accomplish more than
        just the first sale, will be the only ones who can survive.

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  Q&A: Real Questions from Real Internet Marketers
                        These are all from students who have attended
                             my seminar events & teleseminars

Q: What is considered a good clickthrough rate – enough to start driving your
costs down?
                                                                     John Jaworski

A: 0.5% is the minimum; 1% is somewhat typical, and when Google’s estimator tool
projects click-thru’s when you’re setting your bids, that’s roughly what they use to
estimate your traffic. However there is no set number for this, and every tenth of a
point of improvement you get by strengthening your copy brings you more visitors.

3% is what I would consider to be a pretty respectable message-to-market match.

You can achieve CTR’s of 10% or better when the text in the ad is a precise match to a
QUESTION that the user types into a search engine.

A case study – note this ad:

Ethernet Basics Guide
Simple Tutorial on Ethernet, TCP/IP
5 Page Paper, Free Instant Download

It is very interesting and instructive to note the one phrase that gets the highest CTR by

     Keyword               Clicks Impr.   CTR
what is ethernet             5314 32481 16.3%

16.3% is one dang high CTR!

This suggests a strategy: What ultra-specific questions can you answer for your audience?
Using those questions as key phrases will earn you excellent CTR’s.

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       For permissions or joint venture opportunities contact Perry Marshall,      148
Q: Is there a way to deal with PPC search engines’ policy of no pop-ups on the
landing page? I know I can use an opt-in landing page, but are there any other

A: There are several ways to deal with this. The easiest way is to make a different
landing page specifically for Google – just change the name, e.g., indexgoogle.htm, and
take out the pop-up scripts. Some people use “Popovers” which are different from pop-
ups, i.e. they “slide over” and are part of the HTML of the same web page, and at the
time of this writing, Google seems to be OK with this.

Pop-ups are often used to collect email addresses for newsletters and the like. The larger
question, though, is how to collect those email addresses using a different method. One
good technique is to use a “squeeze page” to offer a white paper or guide in exchange for
their email address, then show them whatever you’re trying to sell.

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Q: What is a normal structure for an opt-in landing page? Limited detail, like on a
pop-up window opt-in? Or more like a full sales letter?
                                                                  Eric Koshinsky

A: What works best for me with opt-in pages is 100-300 words of copy, and typically
half of the copy is bullets. Here’s an example:

               Free Troubleshooting Guide Solves Hydraulic Problems

“The Complete Guide to Solving Hydraulic Problems” is a comprehensive, 10-page manual that
walks you through the most common problems in setting up a fluid power system, and tells you
what to look for, gives you a lot of shortcuts, and shows you how to solve those problems fast.

And our “Hydraulic Troubleshooting Cheat Sheet” is a handy, 1-page summary of the 10-page
guide. (This one will probably do the trick for you 80% of the time!)

These are free; all you have to do is fill out the form below and you can download both guides in
Adobe Acrobat PDF format.

With your complete address, we’ll send you our complete catalog.

Don’t forget to check the box to receive our e-mail newsletter. Remember that we’ll never sell
your e-mail address to anybody, and that’s a promise! Thanks.

Here’s the form:

  *First Name:
  E-mail :
  *Address :

  *City, *State &
  *Zip :                            ,
  Country:                UNITED STATES

 Dow nload Now

Also: I find that if you “try too hard” to sell a person on an opt-in like this, it scares them
off. This brief, minimum hype, straight-to-the-point approach seems to work very well.
The worst opt-in success rate I’ve ever seen is about 4%, and that was with something

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       For permissions or joint venture opportunities contact Perry Marshall,      150
that was only a possible match to a small fraction of the visitors (the company only sells
to large companies in a market with lots of small ones). The best opt-in rate I’ve seen for
something like this is over 50%, and 10-25% is very typical.

Q: If we own multiple websites selling the same product, should we rank them all
using pay per click? For example, should I have three different websites selling the
same product on Google AdWords?
                                                                   Jeremy Lambert

No, you should not do that. You’ll just end up bidding against yourself.

Now a legitimate argument for doing this would be if you had different versions of the
same product, designed for different markets. Then you could put bids for both on the
same keywords and get different slices of the same traffic. That would be a good idea.

For example if you were bidding on “Flowers” you could have one site that sells fresh cut
roses and another site that sells gift baskets, and you might find that the two ads don’t
“cannibalize” each other.

But even in this example you would need to be careful that you’re filtering traffic to each
ad using negative keywords, and not needlessly wasting impressions.

Q: When we’re selecting words that we can match up for our URL, title, &
description, are we better off (1) selecting a single word with a LOT of searches like
“Business” (493,000 searches, but selling for only 90 cents on Overture), or (2)
selecting a phrase like “Business Marketing” (with a mere 12,000 searches, but
selling on Overture for a whopping $3.00)?
                                                                   Sunny Hills, Hawaii

A: There are two issues here. First, “business” is a very broad term and at the time of
this writing, nobody is bidding on that term on Google. Reason: People search that term
in so many contexts that it’s almost impossible to grab a big enough slice of the public to
get your 0.5% CTR.

My experience on bidding on such terms is that IF you can get over the 0.5% hump, you
do get LOTS of traffic, and it’s a bargain at 5 cents a click, BUT it’s generally low
quality. Advertise on the word “business” and you end up getting lots of spammers,
scores of different people trying to sell you stuff, and e-mails and phone calls from all
sorts of fruitloop prospects with weird questions.

Ultimately you have to test the conversion rate and see if the traffic is a good deal or not.

Note: On Overture, at the time of this writing, the keyword “business” is selling for 85
cents. The discrepancy with the price on Google is something well worth your attention.

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       For permissions or joint venture opportunities contact Perry Marshall,      151
“Business marketing” is selling for $3.00 on Overture and there are 19 advertisers on
Google. It is clearly a more targeted term.

Finally – more directly to your question – trying to Search Engine Optimize a site for the
term “business” is going to be much more difficult than for “business marketing.”

Q: The company I work for sells injection molding machines and has a fairly well
designed website up on the Internet. These machines are pricey, ranging from
$35,000 to $250,000. Many of the examples you have stated in the past have been
wonderful tools on how to improve clickthru and customer conversion rates, but
they do not necessarily apply for this type of high-dollar item. Any ideas as to how
one could more effectively market this type of item?
                                                                      Marilyn Merrick
                                                             Central Plastic Machinery

A: All of the principles and most of the techniques that apply to low-dollar, high-traffic
B2C markets actually do also apply to high-dollar, low-traffic, suit-and-tie B2B markets.
The important thing to do is (1) separate style from structure, and (2) talk to your
customers the same way they talk to each other and themselves.

First, a site for capital equipment is going to be an information-driven lead generation
and opt-in site, not an e-commerce site. The objective is to find (1) people who are
shopping for injection molding equipment, and (2) anyone who uses such equipment and
is likely to become an eventual customer.

The objective is to trade your application and problem-solving information for prospects’
contact information – i.e., using information as currency. My favorite strategy for doing
this is to offer reports, white papers and troubleshooting guides – documents that help the
customers solve problems. I have devoted an entire course to this subject –

After you have collected the person’s contact information, you want to plug them into a
highly targeted, content-rich autoresponder; you want to use direct mail and telephone to
contact prospects; and you want to earn their trust by publishing quality information on a
regular basis and “drip irrigating” them with follow-up mailings, your newsletter,
opportunities to attend seminars, etc.

Please remember that you can use all of the tools that are common to online marketers –
autoresponders, multiple websites, search engine optimization, testing and tracking,
streaming audio and video, FLASH, live chat and nearly every other tool used by
mainstream marketers, even if you’re in a highly specialized technical discipline. The
only difference is how the copy is written and what it’s about.

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       For permissions or joint venture opportunities contact Perry Marshall,      152
Q: I can’t seem to prevent my Google ad campaigns for getting cancelled.

A: This may be a problem of finding a good “message to market match” for your ad
copy. Let your campaign run only to 200-300 impressions and if your CTR is below
0.5%, change your copy.

One problem people often encounter is that the entire group gets slowed down or disabled
because too many keywords are performing poorly. This is quite common when you’re
starting out, and the best way to avoid it is to break up keyword lists into tightly matched
groups of very similar keywords, all matched closely to the ads.

Q: How do you organize your keyword programs? What’s the best system to break
up campaigns?

You can divide your efforts up into (1) Groups, and (2) Individual campaigns under each
group. Split your major categories into groups, and divide them into minor subdivisions
using the campaigns.

Q: What is your current number one Search Engine Optimization strategy?
                                                                   Chip Tarver

My strategy works like this: (1) Test a concept and tweak it using Google AdWords. Get
it working smoothly and profitably there first. (2) Take it to Overture and possibly other
paid search engines if you wish to buy more traffic. Use the copy that worked on Google
as a starting point. (3) Be certain about your conversion rate and profitability on Google,
then use that data to attract affiliates and buy traffic from non-search-engine searches.
(4) After you’ve determined what keywords convert the best on Google, optimize (SEO)
your website for those keywords. (5) Similarly, build mini-sites and doorway sites for
those keywords.

This is not a book on Search Engine Optimization, but the most basic concept you should
keep in mind is that once you’ve determined which keywords you really want rankings
on, you need to pick your battles. Some keyword battles are MUCH easier to win than

For example, if your company sells firewalls, you may find that the keyword “Linux
firewall” is a good performer for you, but there are hundreds of other sites that are
optimized for this term. This is a very hard battle to win. But “corporate firewall” also
performs well in your PPC campaigns and there’s a lot less sites that are optimized for
that term. So you build your search engine optimization around “second tier” terms that
get less traffic but are easier to win.

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       For permissions or joint venture opportunities contact Perry Marshall,      153
Q: How do you keep your costs under control? Is there a difference between the
U.K. and the U.S. on this question?

A: Two ways to control cost: (1) Set your daily budget – note that the daily amounts are
very crude approximations; (2) Set your maximum bids.

There is a difference between each country you advertise in. In most cases the traffic is
most expensive in the US. There are many keyword bargains to be found in other

With that in mind, if you sell all over the world, you might want to have US/Canadian
campaigns separate from the rest of the world, because otherwise you’ll likely pay more
than you need to for foreign Google ads.

Q: If I’m in the US and want to see the Google ads for other countries, how can I do

A: Go to Google and search for the keywords. For example if you search for “Linux
Firewall” after the results appear, the URL in your search bar says

You can see the search results for other countries by adding some characters at the end of
this string.

For the US you add &gl=us to the end of the string

For the UK change it to &gl=uk

For Australia: &gl=au

For Germany: &gl=de

For Canada: &gl=ca

In most cases the abbreviation for the country simply corresponds to the domains for
those countries – for example UK web addresses are .uk, Ireland is .ie, France is .fr,
China is .cn, Korea is .kr, etc etc.

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You can also see search results for different countries and regions by using proxy servers.

Q: What are the key differences between Google AdWords and Overture? How do
you need to approach Google AdWords differently than Overture?

A: I’ll give you the short answer: They are totally, completely different. The key
differences are:

       •   Overture, at the time of this writing, has a 3-7 day waiting period and mandatory
           editorial review for each keyword and advertisement
       •   Overture’s Maximum Bid is a fixed number; Google discounts your bid down to 1
           cent above the person below you, and usually you pay less than you bid.
       •   Overture does not reward you for good copy or penalize you for irrelevancy; their
           system is very straightforward. Google’s is harder to master, but once you master
           it, it has tremendous advantages.
       •   Google allows you either loose or precise matching between phrases; Overture
           requires you to bid on exact phrases and does not distinguish between singular
           and plural.
       •   Google lets you rotate multiple ads simultaneously, and lets you focus your ads on
           specific countries.
       •   Google lets you change your ads instantaneously. That makes it the ultimate
           engine for testing ideas fast.

I’m not particularly enamored with Overture, but many advertisers can double their
traffic and sometimes more, by advertising there. Don Crowther has an excellent book
that covers Overture in great detail at

Q: How do you take advantage of keywords that would drive a nice amount of
traffic to your site when there are a lot of other competing sites, offering various
alternatives to your product or service using the same keywords?

A: There are several ways to compete successfully:

•      Choose precise phrases and closely-related words that fewer people are bidding on
•      Improve your copy to the point where the cost of a position falls to an acceptable
•      Niche your product to a sub-market that has fewer competitors
•      Buy exit traffic from your competitors
•      Improve your sales process and “back end” so you can afford to spend more to buy a
       customer. If you can convert traffic to buyers 1-2 months from now and operate on a
       long-term basis, you can afford to pay more.

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Q: Do you find negative qualifiers generally work better, as opposed to just trying
to generate more leads?

A: It’s always good to eliminate poor quality traffic. As a matter of fact, it’s a valid
strategy in and of itself.

By the way, getting low quality traffic so you have a higher CTR really doesn’t help you
at all, except when you are working to keep your ad above the 0.5% CTR minimum.

Q: What’s the advantage of sending someone to an opt-in page versus sending them
directly to the sales letter?

A: Obviously you need to test this, but generally it’s hard and getting harder to get a one-
time impulse sale. Opt-ins can generate sales for you weeks, months, even years later.
And whereas 1-2% is often considered a good response to a sales letter, opt-in rates are
usually 10 times better than that.

Here’s a crude, possibly over-generalized rule of thumb: If your product costs more than
$50, you should think seriously about a multiple-step sales process. The more expensive
your product is, the more steps you need.

Q: How is it possible to find the right keywords for your product without spending
a fortune on trial and error and getting nowhere?

Do you keyword research first on Overture – check both the bid prices and the traffic
quantity at Bid prices are a very crude indicator of what traffic
may be worth. Note that technical topics literally get 10 times more searches on Google
than Overture. So if you’re doing keyword research on biology or something scientific or
complex, you can be certain that Overture sites get far fewer searches than Google.

Use Google’s bid estimator – you can make estimates all day long but then put the
campaigns on Pause – you can turn them on and off at will.

Type in keywords on’s regular search page and see how many other
advertisers there are.

Wordtracker ( is a powerful tool and any serious AdWords or Pay
Per Click marketer should have a subscription.

Generally you can get a very useful test of keywords and product concepts for a few
hundred dollars.

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Also, if you create an opt-in, you can test the popularity of a product idea before the
product even exists – without making any kind of false promises whatsoever.

Q: Does using Google AdWords improve your chance of ranking or being listed
with Google?

A: No, it does not. Google maintains an “editorial barrier” between paid listings and free
ones. In fact, you can have a Google AdWords target page that ONLY AdWords visitors
are taken to, which is not accessible any other way, and it may not show up in Google’s
free listings – unless you submit it, or link to it from other pages in your site.

One thing that that it does help you is that it improves your Page Rank. You can have
high Page Rank from Google by buying AdWords traffic, even if no other sites link to
your page. You shouldn’t do AdWords just to get Page Rank, though.

Q: Is Google’s requirement of a 0.5% click rate realistic in your experience? What
have you seen that works best to improve click rates on Google AdWords?

Yes, it is realistic, and in fact I think it is one of the best things about AdWords. It’s a
barrier that keeps out the riffraff and maintains the quality and relevance of Google’s

The 0.5% is hardest to pull off in very general, high-traffic terms. The example I cited
before was the word “business.” On the other hand, in one of my campaigns, the
keyword phrase “What is Ethernet” got a 16% CTR. Specific phrases matched to a well-
written ad get very high CTR’s.

Q: What are the benefits versus the costs of Pay Per Click?

A: Obviously we’d all like to get free traffic from unpaid listings, but even if you can get
all the free traffic you want, PPC gives you precise control that you can’t possibly get
with free listings. And as I’ve said earlier, the promise of “free traffic” is really a
distraction from the real work of getting visitors and converting them profitably.

You can take people directly to a very specific target page with a specific offer; you can
turn that traffic on and off at will; and at the end of the day you know exactly how many
visitors came and whether they responded to your offer or not.

In the big picture, PPC may be a critical, central strategy for bringing lots of traffic to
your site…or it may merely be a way of testing ideas before you bring traffic from other
sources. In most cases it’s the thing to do FIRST, so you can determine the effectiveness
of your sales process, document it for potential affiliates and get all your other traffic
more intelligently.

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Q: How effective is AdWords compared to Overture? Isn’t AdWords cheaper?

A: It all depends on your market. Overture partner sites cater a bit more to B2C and
non-technical Internet users; Google tends to cater to more experienced web surfers,
technical and B2B markets. Also, Google’s search traffic and search partner traffic from
Earthlink, Ask Jeeves and the like is high quality, whereas Overture includes traffic from
lots of other sources that are similar to Google’s content targeting traffic which is lower

In some cases the bid prices are substantially different. All other things being equal: For
a good copywriter, Google has the better system.

I refer you to the previous example of the keyword “business”: on broad-meaning,
heavily searched terms, Google is almost always cheaper.

Q: It’s like pulling teeth to find keyword terms that won’t get shut off for lack of
clicks. How do I deal with this?

A: The easiest place to start is lower-volume, more specific 2-, 3- and 4-word phrases.
One-word terms are the hardest to get right. Bid on specific phrases, really work hard on
your copy to get the CTR to 1%, 2%, 3% and more, then go to single words.

Q: What is the best and fastest way to find out which key words are the very best
for the money, and then how best to utilize them to get traffic and grow my business,
without having to compete with the top high-dollar websites that pay big money for
their position?

… and a very similar question:

What are ways to determine if you’re bidding on the right keyphrases for your
product – quickly, before you’ve spent thousands of dollars only to find out that
your “theme” is completely uninteresting to potential buyers? In other words, how
do I distinguish tire-kickers early on from real potential customers? What tools can
I use to find keyphrase “themes” for Google that will draw the best traffic to my
product or service?

A: Before you spend any money, it would be a very good idea to see what other Google
advertisers are doing. Some things to look at:

     •   How many advertisers are there? The number could be anywhere from zero to
         dozens (#9-16 are on page two of the search results, and so on). If there are
         fewer than eight bidders, you can get the bottom position for only 5 cents.

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     •   When you go to your competitor’s site, what do you see? Is it just a pretty web
         page with no call to action, or is it a results-driven site with a specific response
         mechanism, such as an opt-in? That’s the first clue as to whether your
         competitor is direct-response savvy or not.
     •   Figure out which competitors are response-oriented and then only pay attention
         to what they do; don’t take cues from anyone else.
     •   Tip: Pay attention to Google advertisers who split test their ads – when you
         search, click “search” multiple times and some ads will change, others will stay
         the same. The split testers are almost always the sharpest pencils in the box.
     •   Go to Overture and find out what phrases are being bid on there. That’s also

Then when you DO spend money, do one of the following two things:

    •    Bid on lots of keywords and phrases, but keep your bid prices low. That will give
         you a lot of clicks on the cheaper words and phrases. Then track your results
    •    Or … bid on a small number of words and phrases that are more popular and
         more expensive – they are somewhat more likely to have a higher conversion
         percentage – but be meticulous. Watch closely and track everything. If you’re
         not getting opt-ins or sales, then try something else.

Q: How can I best optimize and track conversions to sales from AdWords traffic?

A: The simplest and most direct answer is: Use a small cluster of words for each ad. Use
a tracking program – or create one of your own – to track each ad for conversion rate, and
test everything you can think of. You will invariably find interesting quirks in what
makes people respond and what doesn’t.

Google’s conversion tracking tool is the easiest way for you to do this – see the section
on “Making Your Traffic Pay” for more information.

Q: What do I do when I see that some keywords are converting and some aren’t?

A: If you use Google’s conversion tracking feature you will see that keywords differ
wildly in their ability to convert to opt-ins or sales. Some keywords give you a cost-per-
action of $1.00 and others are $500.00 cost per action.

Rather than just deleting the poorly performing keywords, use the “Edit CPC/URL”
feature and check the box of the keywords that are not performing well, and rather than
deleting them, just slash the bid prices for those keywords only. If you’ve been bidding
85 cents for the whole ad group and the word “Linux Firewall” is converting poorly, cut
the bid price to 20 or 30 cents, and the conversion rate will probably go up. And the cost
per acquisition will go way down.

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Why? Because generally the harder they had to look to find you, the more likely they are
to buy. High bid positions get more low quality traffic; low bid positions get less
traffic, but it’s higher quality. Sometimes the solution is to just be at position 8 instead
of position 2, or to be on page 2 instead of page 1.

Q: I re-did my website to remove pop-ups because it’s my understanding that
Google AdWords bans them. I’ve been told, that once I start showing up in a higher
ranking on Google’s regular search engine results (the “free” Google), I’ll be able to
put the pop-ups back on. In the meantime, is there any other solution to this?

A: No, there’s not – except that if you can get the person to click to any other page in
your site, it’s OK at that point to have pop-ups on your homepage; you just can’t have
them on the landing page.

The easiest thing to do with the landing page is have an identical page made specifically
for AdWords with no pop-ups and send your traffic to that page instead. You’ll still get
free traffic on your regular page if you have good search engine rankings.

Remember: nobody else advertising with Google AdWords gets to have pop-ups either.
It’s a level playing field.

Q: What unusual business idea of yours has been most successful?

A: I have clients who sell all kinds of nichy, unusual electronic equipment, like injection
molding machines and computer supplies; I have clients who bid on obscure part
numbers of obsolete machine parts; I’ve even worked with non-profit groups buying
cheap clicks on terms relating to religion and philosophy (“existentialism” is, and always
will be, a cheap click – there ain’t much money in words like that, but it’s so easy for you
to get people who’d like to chat or debate with you).

Q: What is the quickest method for getting started with the least amount of cost?

A: You can always find a few words and phrases in the 5-10 cent “keyword bargain bin”
and practice with those. You’ll usually need an awful lot of them to amount to much
traffic, unless you are in a heavily searched, broad-meaning term like “business” or
“running” or “golf.” But keep in mind that it’s better to over-spend at first, get your
testing done ASAP and “fail fast.”

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Q: What dollar amount does one have to spend to take advantage of pricing
discounts? I hear deals are cut all the time.

This is not true. To my knowledge, Google doesn’t give discounts to big advertisers –
the playing field is level.

Q: How do you get a general, high-volume keyword to “stick,” without it being
disabled? I’ve tried copy which seems to me to be at least as good as the other copy I
see that “sticks” ... is there something I’m missing?

A: Only the audience can judge how good your copy is. Always rotate two ads and be
playing “beat my control.” That automatically doubles your chance of getting in the first
time, and it suggests which direction to go. Play with capitalization; substitute different

Remember: Once it sticks, it will usually stay for a long time.

Also notice that other advertisers will appear and disappear frequently, for all kinds of
reasons. Pay attention to the ones that stick around for a long time.

Q: My niche is specialized and I have found very few key words that draw more
than a few thousand requests per month. Is this still a good avenue for me?

That is perfectly fine. You can get very worthwhile results sometimes on keywords that
get just a few searches a month (I call them “nano-niches”). Many people will find that
there’s a finite amount of good traffic they can get on the Internet, and that’s it.
Oftentimes there are a lot more customers in other, offline markets – trade shows, print
media, direct mail, radio, TV, etc.

By the way: for a physical product, an Internet lead is sometimes the very best, highest
quality lead, and at the same time may be less expensive than leads that come from other
media. That’s been my experience with technology, equipment, etc. Again, you can get
just so many customers from the Internet, and then you may have to go on and try other

Sometimes it’s less expensive to mail out postcards than to buy clicks. I know one very
successful Internet marketer / self publisher, doing over $1 million per year, who
generates most of his traffic by advertising in magazines.

For information products (i.e. books, e-books), as opposed to physical products, traffic
that comes through search engines is often lower quality than traffic that comes from
offline sources.

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                                    Part Six:
          Improving Your

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
         An Unusual Application of Pay Per Click:
            Social Engineering On The Cheap
      The final chapter of this course is all about the fact that because you can’t make
money on certain kinds of words, they’re cheap. You can get 5 cent clicks all day, and in
some cases, all the traffic you want.

       The only caveat is: You have to be OK with not making money. The attraction is
being able to reach people with new ideas and not having to spend very much money at

         There are all kinds of non-profit organizations, groups, churches, institutes and
charities whose mission in life is to affect the culture in a positive way. Many times the
battle is fought at the philosophical level. It’s not about what people buy, it’s what they

        Here’s an example: The environment.

        Environmental Remediation is a problem and a solution that someone needs, is
willing to pay money for, and which other companies can sell. If you do a search on
environmental remediation you’ll see 7 different advertisers. It’s a business.

        But the environment is not a business – it’s a concept. It’s a debate that is going
on in society today. If you do a search on environment there’s only one advertiser
(at least today, anyway) and you can get clicks for 5 cents. Plus, Overture had 67,000
searches on “environment” last month!

        So if you are concerned about the environment and you want to bring people
together, post a paper or research report, start a discussion or debate, or champion a
cause, you can do it very easily for 5 cents a visitor.

        Here’s an example of a campaign I did, along similar lines. Let me explain.

        Much of the modern world perceives Christianity as being outdated and
irrelevant, and frankly it’s nobody’s fault but Christians and churches – for being… well,

        My personal experience is that genuine spirituality offers realistic answers to
some of life’s most pressing problems, but most people don’t know how to communicate
that. Worse yet, all too many churches, televangelists etc. have been part of the problem,
not part of the solution. It’s really a sad state of affairs.

        So I put together a rather contrarian web page called “The 7 Great Lies of
Organized Religion” at and it converts about 10% of the visitors
to opt-ins for a 7 day email autoresponder course that I wrote. It might offend the “holier

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than thou” types but that’s not who I’m looking for anyway. It gives people things to
think about that they’re not used to hearing, and it does so inexpensively.

       What I found is that you can buy philosophical terms like “church” and “spiritual”
and “religion” and “existentialism” for 5 cents a click, all day long, every day. All you
have to do is come up with an ad that makes people click.

        There are a few examples of “social engineering” via pay per click already. For
example if you do a search on “atheism” you’ll see quite a few advertisers. Note that
there is money to be made promoting atheism and that’s probably why. Sometimes
you’ll find advertisements for books on these topics, but again, the bid prices are very

       In any case, there are many worthwhile causes you can promote very
inexpensively on Google AdWords, and untold hundreds of thousands of keywords that
nobody’s bidding on.

        What I’d like you to consider now is the math of getting this done.

        Changing peoples’ minds about anything is hard work – and it’s not any easier in
the philosophical world than it is in the commercial world; in fact it’s probably harder.

       Since I’ve got this edgy, contrarian “7 Great Lies of Organized Religion” course
going, and since it’s accumulated some history, let’s use it as an example. I can get
people on the autoresponder course for 40-50 cents, and the unsubscribe rate is pretty

        Now this is not exactly church, but for the sake of discussion, let’s compare this
with a church for a minute. I heard somewhere that if you divide the average church’s
budget by the number of people who are converted to Christianity, you come up with a
number something like $250,000 per convert.

        That’s a pretty darn expensive convert. For $250,000 I could get half a million
people on my autoresponder course. If I had follow-up mechanisms (send ‘em a tape,
offer a response mechanism where they can talk further to someone) I bet you could get
some significant social change accomplished for a tiny fraction of the cost.

       Also, there’s going to be less resistance, because people who are searching for
information on spiritual topics are more open to discussion than your next-door neighbor
probably is. After all, most of us in 2003 don’t even know our next door neighbor, but
we exchange emails with our high school buddy in South Africa every month. Right?

       There’s a million worthwhile causes. Do you have one that you want to promote?
A philosophy or point of view you want to discuss? Google AdWords might be a very
inexpensive way to reach out to the world and make a difference.

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                               Part Seven:
                  Further Help
                   & Services

©2004 Perry S. Marshall & Associates. You may not copy, reproduce, post or forward this document in any
              format. For permissions or joint venture opportunities contact Perry Marshall,
         To Get More Help with Your Campaigns
         I provide a 30 minute consultation in which we both get on the phone, open your
AdWords account, quickly find things that can be improved and typically improve your
performance 20-30% with one phone call. And you get a digital recording of the phone
call after we're done. For more information, go to

        If you would like us to manage or improve your AdWords campaigns, we do an
investigative Discovery Contract in which we discuss the complexity of the work
involved and tell you what we think we can accomplish for you. For more information,

        For more information on our host of other services, visit our service listing at

       Other Tools and Resources from Perry Marshall
        Marketing System Toolkit for Business-to-Business and Technical Sales: A
complete set of templates, examples and tutorials for every aspect of business to business
publicity, marketing and advertising: Differentiating yourself from competitors, using
direct mail, magazine publicity, email marketing, web and print advertising.

        The Perry Marshall Marketing Letter is a monthly newsletter and membership
that delivers state of the art information on marketing strategies to your doorstep. Also,
every third issue is an audio interview with a notable sales or marketing professional.
Email for subscription information.

        Attract More Customers with White Papers, Free Reports and Information
Widgets is the definitive guide to generating sales leads and credibility by publishing
quality technical information. White Papers are a powerful weapon in the hands of a
skilled marketer, and this course shows you how to write and promote them.

        Finally, I am available for speaking engagements, coaching and training for
traditional marketing, Internet marketing and sales topics. Contact my office for more

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           Accelerate Your Business With Expert Marketing Services by
                         Perry S. Marshall & Associates

         Website Development: Why do most companies'           can and can't "get away with," and in developing ongoing
investment in their websites never pay off? Because a          relationships with editors.
website is not a glorified brochure, it's a direct response
sales and marketing tool. It must have a very focused                   We can help you design marketing campaigns with
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        Website Traffic Generation is crucial. It doesn't
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new "Pay Per Click" strategies.                                Skillful advertising can differentiate you from every
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                                                                         Perry Marshall has designed direct mail campaigns
         The true test of a good copywriter is always in the   that reliably bring $20 of sales for every $1 spent on
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         White Papers are often the centerpiece of highly      comes with consulting time and assistance in developing
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A well written one is worth its weight in gold. White papers
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         Well-written and effectively marketed white papers    mail, print advertising, and sales message development -
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