The Winning AdVantage eZine

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THE WINNING ADVANTAGE eZINE
Tuesday, October 30, 2007
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The Winning AdVantage eZine is dedicated to your Home-based Internet Marketing Business Success.

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Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
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In This Issue:
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1. Message from the Editor

2. Feature Article - "4 Tips to Squeeze Every Cent of Profit From Your Pay-Per-Click Marketing"
By Derek Gehl

3. Free Ads

4. Bonus Article - "The top 10 things you need to do NOW to prepare for
the year's biggest shopping season"
By Derek Gehl

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=>>Free Classified Advertising - The Winning AdVantage Classifieds
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Dear Reader,

WELCOME and Thanks!

As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post. I am here
to help and I welcome your feedback.

Wishing you success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com

P.S. If you like this ezine, please tell your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.

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=>> Feature Article
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4 Tips to Squeeze Every Cent of Profit From Your Pay-Per-Click Marketing
By Derek Gehl

I love pay-per-click marketing! There are few forms of online advertising that offer such complete control over where you spend your advertising dollars.

But despite the ability to control Google Adwords and Yahoo! Search Marketing gives you over your ads -- how much you spend on them, where and when they appear, etc. -- I'm constantly meeting savvy Internet marketers who are wasting tons of unnecessary money on their pay-per-click campaigns because they are either...

a) Making "okay" money from their campaigns and too lazy to do the work to make them really successful

-- or --

b) They just don't know any better!

No matter how you're doing with YOUR pay-per-click efforts, here are 4 tips that you can start applying today to fine-tune your campaigns and boost your ROI.

Tip #1: Keywords... keywords... keywords!

Even if your business targets an extremely narrow niche market, your campaign should begin with at least 100 keywords.

I have yet to come across a niche market for which we couldn't find that many keywords for the initial round of testing. In fact, the majority of businesses I deal with start in the range of 500-1000 keywords!

If it sounds like a huge challenge to come up with that many keywords, don't worry.

With tools like Wordtracker and Google's Keyword Evaluator, you don't have to come up with the keywords on your own. All you have to do is identify a core list of keywords and then let technology do the work for you.

Now, is every single one of those keywords going to make you money? Nope! Some will bomb horribly.

But I'll talk about how you deal with that in a second...

Tip #2: Never stop testing new ads

When you first start your pay-per-click campaigns, you should be writing at least five different ads for each keyword group.

Note: a "keyword group" is a cluster of closely related keywords that say exactly the same thing, in slightly different ways.

For example, a keyword group for a site promoting a bed and breakfast in El Paso, Texas could include:

El Paso bed and breakfast

El Paso bed and breakfasts

Bed and breakfast El Paso

Bed and breakfasts El Paso Texas

El Paso BandB

BandBs El Paso

B and Bs El Paso

B and B El Paso Texas

B and Bs El Paso Texas

El Paso bed and breakfasts

B and B El Paso

El Paso Texas bed and breakfast

Bed and breakfast El Paso Texas

... and so on.

(As you can see, the variations between each keyword phrase are very slight.)

Once you've written your five plus ads for your keyword group, run them all at the same time. Keep them going until you get enough impressions to determine which one is the winner -- and then roll out the winning ad across the entire group.

Congratulations... you now have a winning ad!

But don't stop now... continue to work on your ads and try to come up with one that will beat your current front runner. If you beat your winning ad, roll-out the new ad across your keyword group and then try and beat that ad.

Then keep on repeating this testing cycle indefinitely, to ensure you're always running the best possible ad you can.

Tip #3: Design targeted landing pages for each keyword group

Nothing will turn a visitor into a customer faster than a message that tells them exactly what they want to hear. So, if I have multiple keyword groups that target different themes, each ad should be driving visitors to a landing page with salescopy that reflects the theme of a single keyword group.

For example, if different themes an El Paso bed and breakfast owner could try targeting might be:

"family friendly bed and breakfast el Paso" or "el Paso couples bed and breakfast"

The first ad could lead to a landing page that emphasized all of the great family activities available in and around the bed and breakfast, while the second one could talk about how great the same bed and breakfast is as a romantic getaway.

By testing out different themes like this, you can see which theme gets the most sales and focus more of your PPC dollars there!

Tips #4: Detailed tracking

If you want to get the most bang for every PPC buck you spend, then simply tracking the overall effectiveness of your campaigns won't do. You need to track the effectiveness of every individual keyword if you want to crank every cent out of your PPC efforts!

Like I said in Step #1, you will be starting your campaign with hundreds of keywords. But not all of those keywords will be profitable. It's your job to weed out the unprofitable ones right away.

There are four different keyword performance scenarios you will encounter:

Keywords that aren't driving any traffic

After you've tested a few different ads to confirm these keywords are ineffective, get rid of them. They're useless. Even though they're not costing you any money, they are cluttering up your campaign.
Keywords that are driving traffic -- but no sales

This is where a lot of your wasted PPC dollars go! If you find this happening to you, look at your ad and make sure your landing page relates back to the keyword.

Does the landing page meet the expectation your ad creates? If yes, then get rid of the keyword. It's only costing you money.
Keywords that are driving traffic and opt-ins -- but no immediate sales

If you are a savvy marketer, chances are you have a good autoresponder sequence that builds a relationship with your subscribers and eventually converts them to sales.

If this is the case, I would keep these keywords. The ROI is not immediate, but don't worry -- it will come!

In fact, if you are trying to sell a higher-ticket product through PPC without much success, your entire marketing campaign may be more effective if it's based around driving leads to an opt-in form or squeeze page and then working up to the sale as you establish a relationship with your susbscribers.
Keywords that are driving traffic and sales

Obviously these are the keywords we want to keep... but status quo is not enough!

You need to track the conversion of each individual keyword. Some will convert higher than others, which will ultimately dictate how much you can bid on those keyword and still remain profitable.

In other words, if I have a top performing keyword and I am not ranking in the top 3-4 positions, I may want to spend more to increase the position, my clickthrough ratio, and sales.

So there it is! Four strategies you can apply today. If you are already doing all of these, great!

However, if you are missing just one, there is a very good chance you are missing out on sales. And you could end up throwing good money after bad!

If you are just getting started with pay-per-click advertising, you can get far more detailed training in my exclusive Search Marketing Lab, which I will let you try for the next 30 days for only $2.95!

Happy "pay-per-clicking!"

Derek Gehl

=============================================
ABOUT THE AUTHOR: Derek Gehl specializes in teaching real
people how to start profitable Internet businesses that make
$100,000 to $2.5 Million (or more) per year. To get instant access
to all his most profitable marketing campaigns, strategies, tools,
and resources that he's used to grow $25 into over $40 Million in
online sales, visit: http://www.marketingtips.com/tipsltr.html
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Attract More Leads, More Clients, And Greater Profits Without Spending $1 On Advertising
Copyright © 2007 Lei Wang

Imagine advertising a full page advert in a magazine which will cost in excess of $5,000, not to mention the cost that may come from hiring a professional marketer to compile a reasonable advert to get you 5 seconds of the readers' attention.

You are much better off to promote through "education" than putting together a banner or an advert and hoping someone will take notice. You do not need to be a brilliant writer or rocket scientist to get published. Just be genuine, and offer useful and interesting content to your reader. Most importantly don't sound like an advertisement; be helpful, practical, and your effort will eventually pay off.

Here are a few tips to get you started:

If you would like to write for a specific magazine, before submitting an article to be considered, take time to do the research first and get to know the publication. If you take the hit and miss approach, you will be spending a lot of time and see no real result. Go to the newsagency, grab hold of the publication, read through it and ask yourself the following questions:

1. Frequency:

Is the target a bi-monthly, monthly or a quarterly publication? If you submit something now and gets accepted, it will not appear in the next issue. Magazines often work 3 to 6 months in advance, so get prepared in advance.

2. Topic/theme:

Flip through the magazine and see what topics they cover. If they already covered staff retention, it's very unlikely they will consider the same topic again for a while. Also look into their archive and see what they covered in the past. If you can take a new approach to an old topic you'll still have a good chance.

3. Target audience:

The best way to determine their target audience is by looking at the advertisement, you may not always trust what they say in an ad, but you can be certain they have done their homework in researching the demographics.

4. Length of an article:

Editors prefer an article between 600 - 850 words. Only for a feature article, they will consider something between 1000 to 1500 words.

5. Tone/style:

Some publication prefer a formal approach in the third person, other publication may prefer a more conversational style. For journals, it is always very formal and academic. For magazines, they prefer to use case studies to illustrate a point.

After doing all the home work and before sending your article to be considered, pay 100% attention to the title and the first paragraph. If the first paragraph is not compelling enough, you can certainly expect that the editor is not going to look further.

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That's all for this time - thanks for reading!

To contact us, go to: http://www.esworldmarketing.com/contactus.html

Your success is our success!
(c) 2001-2007 ES World Marketing

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=>> OUR MISSION
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The Winning AdVantage, we are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.

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