5 Tips to Make Adwords Work

I've been reading Brian Clark's Copyblogger blog for the past few weeks and have been impressed. Brian provides great, practical strategies that challenge assumptions and suggests ways to make your marketing more effective.

The following post about making Google's Adwords program offers a great approach: pull targeted prospects to your web site with strategically chosen Adwords, and begin a long-term relationship with these visitors by offering free, valuable content that will turn them into lifelong members of your Slightly Famous universe:

"The goal of pay per click advertising is to get in front of searchers who are looking specifically for what you have to offer. This takes careful keyword research, strategic bidding, and compelling ad copy just to get the click.

The problem is, that’s where most people stop.

They make the mistake of sending that targeted traffic to the home page of their website or blog. Even worse, they make no attempt to establish a relationship with those that don’t buy, so as to boost conversion rates for every dollar spent.

They make the mistake of sending that targeted traffic to the home page of their website or blog. Even worse, they make no attempt to establish a relationship with those that don’t buy, so as to boost conversion rates for every dollar spent.

So, if you’re selling products or services, it makes sense to make sales and build your fan club at the same time. Here’s how to boost your conversion rates from any pay per click campaign while also boosting your subscriber numbers.

The first thing to do is build a ultra-specific page to send the search traffic to, called a landing page. Depending on the variety of key words you are bidding on, you may even build several landing pages that each narrowly address the specific needs of that searcher...

The landing page does not sell your product or service. This is key. You instead offer a quality free resource –- a mini-course, ebook, teleseminar, or other type of tutorial that is directly related to what you are ultimately selling. By teaching people about the subject matter of your product or service, you are actually engaging in a highly effective form of selling, all while establishing a relationship...

You should explicitly inform your prospects that in addition to the free resource you are offering, they will also be receiving your email newsletter / blog updates. Make sure you make this part of your offer as enticing as possible. You’re delivering valuable, relevant content on a regular basis, right?

And there you have it. You’ll likely make some sales right away, but your real profits will come from the people who warm up to your offer thanks to the ongoing value you provide with your blog content...

You don’t propose marriage before you get a first date. And you likewise shouldn’t expect people to just automatically jump at the chance to give you money upon arriving at your home page."

Comments

[Brian Clark]

Hey Steven, thanks for the mention, and thanks for reading. It likely comes as no surprise to you that I own your book. :)