| One important part of your Internet marketing | | | | relevance and targeting should be what you are |
| strategy may involve building a list of prospects | | | | looking for. |
| using a pay-per-click Google AdWords campaign. | | | | Keep the squeeze page simple and make sure |
| The advantage of using Google AdWords is that | | | | that every element in the page has a reason for |
| it can produce a high quality list because it's highly | | | | being there i.e. it's helping to convert. |
| targeted and relevant. This is because it is based | | | | Prepare some kind of value-adding download or |
| on the keywords that you have chosen, the | | | | service that is FREE. |
| advert you've constructed, and the 'squeeze' | | | | Give the page a large, attention-grabbing headline |
| page you've designed. | | | | and include the word FREE. |
| So what are the steps to building a list using | | | | Google could penalise you for saying something is |
| Google AdWords? | | | | free when it's not, so make sure it is. |
| Step 1 - Conduct Keyword Research and Design | | | | Use a sub-headline with the word FREE in it to |
| Your Google Account Structure. | | | | encourage people to read further. |
| This stage is of major importance to your | | | | Add a 'call to action' line below this e.g. Receive |
| success because it helps to keep things targeted | | | | your FREE gifts now by entering your name and |
| from the beginning. | | | | e-mail address below. |
| Draw a circle on a piece of paper with branches | | | | Google may regard a simple 'sales letter' style |
| coming out containing what you believe to be the | | | | page to be a scam, so include navigational links on |
| most relevant main key phrases. | | | | the page e.g. links to a page which opens in a |
| Use the Google Keyword Selector Tool to select | | | | separate window, showing pictures of and giving |
| a number of relevant and popular key phrases, | | | | some information about the free gifts they will |
| and search for synonyms and related terms. | | | | receive if the follow the call to action. |
| Use other keyword selection sites e.g. | | | | Links help your 'quality score' with Google (which |
| nichebot.com, wordtracker.com, and | | | | lowers your cost per click), and they have been |
| Use the Google Traffic Estimator. | | | | shown to increase the chances of conversion. |
| Set up an ad group for each of these main key | | | | Include an opt-in box (small form) asking for a |
| phrases and use all the variations of it your have | | | | name and e-mail address. |
| found within each group - single, plural, hyphenated | | | | Include a 'call to action button' e.g. Receive my |
| versions etc. | | | | FREE gifts now. |
| N.B. With Yahoo marketing, one phrase covers | | | | Research has shown that the conversion rate is |
| the single and plural variations but this is NOT the | | | | increased if the text on the button states exactly |
| case with Google. | | | | the action you want users to take (and the |
| Step 2 - Create Your Adverts | | | | benefit of doing so) rather than just saying |
| There are only 95 characters for a Google | | | | 'submit'. |
| AdWords advert, 25 for the title and 35 each for | | | | Add a link to a detailed privacy policy page that |
| the two description lines underneath. | | | | opens in a separate window. |
| DO NOT USE THE CHARACTERS TO SELL. The | | | | Include another couple of lines below this designed |
| goal is ONLY to get people to click on your | | | | to increase curiosity e.g. stating possible benefits |
| advert. | | | | of following the calls to action. |
| In each ad, put the key phrase in the ad title so | | | | End with a sense of urgency i.e. make the offer |
| it's in bold as research shows that click through | | | | time sensitive to encourage immediate conversion. |
| rates are higher if the key phrase is in the advert | | | | Use professional looking graphics and consider |
| title. | | | | using a columnar layout because this is what |
| Design a kind of template advert. | | | | Google is used to i.e. try not to make it look too |
| Produce 3 different adverts for each variation | | | | much like a sales letter page. |
| (using the template advert), changing the order | | | | Change and test different aspects of the page to |
| and arrangement of key phrases within it. | | | | keep increasing the page's conversion rate. |
| Track the effectiveness of each to see which | | | | N.B. The best possible squeeze page would be |
| one works best - TEST, MEASURE AND | | | | exactly customised to your key phrases, which |
| COMPARE. | | | | should ensure relevancy and a better chance of |
| Step 3 - Create The 'Squeeze' Pages | | | | conversion. |
| The squeeze page is the page that people are | | | | So, a high quality list can be built, and return on |
| directed to when they click on your Google | | | | investment can be maximised by building Google |
| AdWords Advertisement. This page should be built | | | | AdWords campaigns form the keywords up. |
| using the same key phrases for building blocks as | | | | make sure relevance and targeting is high, and |
| the Google AdWords advert that is pointing to it. | | | | Google optimisation rules are adhered to in your |
| Each variation within each ad group should go to a | | | | compelling squeeze page so that the quality score |
| squeeze page that has been changed accordingly | | | | will be high, and so the cost per click will be kept |
| with regards to the key phrases - maximum | | | | as low as possible. |