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