Quick AdWords Recipe 2009 - The Showreeltheshowreel.com/forms/Quick_AdWords_Recipe_2009.pdf · The Quick AdWords Recipe 2009 "Get new customers today with low-cost GoogleTM search

The Quick AdWords Recipe 2009

"Get new customers todaywith low-cost GoogleTM search ads"

Rich Bruns May 2009

with the new AdWordsTM interface

GOOGLE and ADWORDS are trademarks of Google Inc

Copyright 2009 Rich Bruns www.RichBruns.com

http://www.RichBruns.com



Bake up a big batch of tasty ads

"AdWords is a box of chocolates, Forrest.You never know what you're going to get

until you run your ads"

Forrest Gump

The Recipe makes it easy to crank out a large number of ads fast, thensee what works. Tune ad copy to attract more customers, and tunebids to get Google to run your ads more often at lower costs.

Relax. Just follow the Recipe and apply your entrepreneurial instincts.You know your customers better than the expensive ad agencies thatcorporations hire to run their ads.





Table of Contents Page 3





10 AdWords Strategies for Entrepreneurs Page 4

These 10 strategies lower your costs and attract more customers.

You execute them efficiently when you follow the Recipe.

Each page of the Recipe shows you the next AdWords program computer screenand what you need to do to execute each strategy.





The Recipe Campaign Structure Page 5

This Campaign Structure enables the 10 Strategies.

Create a Separate Ad Group for Each KeywordThis lowers costs, since Google charges less for ads that include the searchkeyword. Buyers click more, when they see their own search words.

Bid to Display Ads in Position 8 on Search ResultsBuyers see your ads on the first page of Google search results, but you pay lessfor Position 8 than you pay for higher Positions 1-4 on the page.

Run Two Competing Ads for Each Ad GroupContinually replace the weaker ad to increase the number of buyers who clickon your ad instead of competitor ads on the page.

Track Sales and Tune ProfitsGoogle Ad Group reports show how many times each ad runs, the number ofclicks, cost per click and sales conversions for each keyword match variation.





Sign Up for Google AdWords Advertising Program Page 6

Go to AdWords website at www.adwords.google.com

• Have your credit card ready and your product web page URL address handy.

• Quickly edit a sample ad, following instructions. Google will visit your web page tomake sure that it works and that it relates to your ad. Don't worry about making aperfect ad, since you will not use it. You start the Recipe with a new Campaign.

• Provide your credit card information and get confirmation. You only pay $5 to signup with a $50 credit limit for your account.


http://www.adwords.google.com/




Start New Campaign Page 7

This Campaign will contain all of the ads for one product or service.

Settings for this Campaign affect how Google runs all ads within this Campaign.

These Campaign Settings are critical to your success.





Campaign Settings Part One: Geography Page 8

Continue Campaign Settings Screen on next page





Campaign Settings Part Two: Networks Page 9

Google Search, Only > The Recipe Strategies only work with the precise controlsprovided by running our ads on the Google Search results pages. These other optionsrequire larger budgets, advanced training and much more time to be successful.

Warning ! > Google sets the default to "All available sites and devices," which runads everywhere at great expense with little control. Many entrepreneurs will fail withoutsetting this correctly.

Continue Campaign Settings Screen on next page



Campaign Settings Part Three Bidding & Delivery Page 10

Focus On Clicks Gives you cost control that you need to run profitable ads.

Budget Set to limit max daily costs, but high enough so Google runs your ads all day.If your actually daily costs start to hit this Daily Budget Limit, you should adjust ithigher, since you need to run your ads as often as you can.

Show ads in any position Maximizes the times that Google runs your ads, even if youcan't afford to run your ads on the first page of Google Search Results.

Accelerated Delivery Maximizes how many times Google runs your ads.

Rotate: Show ads more evenly You find out sooner which ads don't work. You haveto run each ad enough times for statistical accuracy (at least 100-200 times), so you canreplace it with a better ad. Google charges you less, if your ads get more clicks, so youneed to watch your ad performance carefully in the first days of a new Campaign.

Warning! > Google will not allow to set "Show ads more evenly" until youcreate ads, so you need to make a note to come back later and set thiscorrectly.





Create Ad Group Part One Create Ad Page 11

Name Ad Group for Keywords Reports will be easy to understand.Include Keywords in ad copy This attracts buyer clicks on your ad, since these arethe words they used in their Google search. And Google rewards you with lower ad costs.Grabber Headline You're competing with other ads on a crowded search results page.Continue Create Ad Group Screen on next page





Create Ad Group Part Two Keyword Match Types Page 12

Do NOT add other keywords within this Ad Group Only use one keyword to lowercosts and measure accurate results. All ads in this Ad Group will include these uniquekeywords to attract customers by using the same words they put into their Googlesearch box.

Each keyword match type categorizes how the keyword was typed into the Googlesearch box. Each type has different search traffic and bidding competition.

keyword = broad match includes the keyword or similar words and may include otherwords. Captures more ad impressions, but you may pay for clicks from people who arenot looking for your product.

'keyword" = phrase match includes the keyword phrase and possibly other words.

[keyword] = exact phrase include only the keywords exactly.

Continue Create Ad Group Screen on next pageCopyright 2009 Rich Bruns www.RichBruns.com




Create Ad Group Part Three Ad Group Default Bid Page 13

Ad Group Search Bid Enter a quick estimate for now. You change this later usingbetter estimates using the Keyword Tool. Max CPC is the most you ever pay. Actual CPCcosts are lower depending on competitive bidding.

Warning! Content must be <Off> If you don't see < -Off > in gray, go backto Campaign settings for this campaign and set Placements to <Google search>, only.The Recipe explains this in Campaign Setting Part Two: Networks on Recipe Pages 8and 9.





Use Keyword Tool to Set Bids Part One Page 14

1. Enter the Keyword from this Ad Group.2. <Open Filter Options>, then select "Don't show ideas for new keywords"3. Click <Get Keyword ideas>

Recalculate CPC Bid until you get "Estimated Ad Position" = 4-6. Write down this bid,so you can enter it on the next page.

If the cost for Page One is too expensive for your budget Write down the mostyou can afford. Only 10% of Google searchers turn to Page 2, so your ad runs veryrarely on back pages, but at least you'll get some clicks that make a profit for you.

These are very rough estimates, but show you the cost to get on page one of Googlesearch results, without paying for the more expensive positions 1-3 at the top of thepage. You'll only know the actual positions after your ads run at least 100-200 times.After that, you Tune Keyword Bids to Get Ads on Page One on Recipe Page 20.

Continue Use Keyword Tool to Set Bids on next pageCopyright 2009 Rich Bruns www.RichBruns.com




Use Keyword Tool to Set Bids Part Two Page 15

Enter and Save the CPC Bid that you calculated with Keyword tool forPositions 4-6 on the previous Recipe page.





Create Second Ad For Ad Group Page 16




Use Keyword Tool to Build Large List of Keywords Page 17

Brainstorm a large list of keywords that your customers put into Google search tofind your product. You need a large list to capture all your customers. Some keywordswill produce few clicks, but they add up if you have enough of them. You need all theclicks you can get.





Crank Out a Large Batch of Keyword Ad Groups Page 18

• Repeat these steps for a large number of Keywords that your buyers use in theirGoogle search for your product.

• Print out this Ad Cookie Cutter as a check list and as a quick reference to TheQuick AdWords Recipe Page Numbers listed in the right column above.

• Run the AdWords program in one window on your computer and the The QuickAdWords Recipe in the other window. Go to Recipe Page Numbers to seepictures of the AdWords program with instructions as you move through thesame computer screens in AdWords.





Run Ad Campaign Page 19

Now is a good time to double check two critical Strategies:

Are Campaign Settings correct? See Recipe Pages 8, 9 and 10.

Do you have two ads in each Ad Group? Click on Ads, then sort Ad Group column.

So, do you have two ads in each Ad Group?

During the first days of a new campaign, replace ads quickly that don't get clicks.Otherwise you get a low CTR for your account, and Google will charge you more for yourads and not run them as often. You will also need to revise your Keyword bids to get firstpage positions at low cost.

The next two Recipe pages show you how to make these changes efficiently.

As Forrest Gump says, "AdWords is a box of chocolates. You never know what you'll getuntil you run your ads."





Revise Bids After Ads Run Page 20

Only 10% of Google searchers go to page two of Google search results. This means yourads run rarely if you can't afford page one. As an entrepreneur on a budget, yourchallenge is to get Google to run your ads often enough to get some clicks.

If page one positions are too expensive, bid as high as you can to still make a profit.Profit depends on how many people buy when they get to your website and how muchmoney you make on each sale.

Ad positions 6-8 at the bottom of Search results page usually cost much less than highad positions 1-3. Remember that half of ads run below the average position in the tableabove.

Keyword bids determine how often Google run your ads. The quality of your ad copydetermines how many clicks you get. To make a profit competing against corporationswith big budgets, you need to generate a large number of keyword ad groups and bid forthe lower ad positions on page one.




Replace Loser Ads Page 21

Watch ads closely in the first days of a new campaign. Many of your first ads will belosers. Google penalizes low CTR Click Through Rate with higher ad costs, so you don'twant poor performance on these first test ads to ruin your "Quality Score" for eachkeyword or your overall AdWords account.

Low CTR also means customers are not attracted by your ad. Improve the the headlineand customer benefits.

Replace ads as soon Google shows it enough times for statistical accuracy. For smallbudgets, this is 100-200 impressions. That's why you filter out ads that haven't runenough times above.

Sort on CTR column (Click on CTR at top of column) to see your top performing ads fornew ad copy ideas.





Track a Sale to an Ad Page 22

Google automatically reports which ad sent sent a customer to your website.

You can also find out which ads converted to a sale, if you wish.

Google provides HTML code which you paste into your "conversion web page"where buyers land when they buy your product. This is a simple "cut and paste"operation. Show this section to your web master, if you don't do this yourself.





AdWords Advertising for Entrepreneurs Page 23

Hope you have fun creating ads that make youmoney.

I'm always interested in your suggestions to makethe Recipe better. Or to collaborate with you on anhourly or project basis.

Drop me an email at [email protected] sowe can set up a phone conversation. The first 15minutes is on me.

~Rich Bruns

Documents

Quick AdWords Recipe 2009 - The Showreeltheshowreel.com/forms/Quick_AdWords_Recipe_2009.pdf · The Quick AdWords Recipe 2009 "Get new customers today with low-cost GoogleTM search