Copyright: Adwords Direct Response

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Before we get into the “meat” of this course, let me explain the reasoning and logic behind everything I am about to teach you, and why I feel I am qualified to tell people how to start and run their Adwords campaigns…

My first experience with adwords was roughly 7 years ago. I was fresh out of high school and obsessed with achieving financial freedom. After trying a variety of odd jobs as well as trying my hand at several businesses, including buying and selling cars out of my Mom’s driveway, I was introduced to Internet Marketing by my cousin Max and quickly saw the potential. A little over a month later my first direct response website was

finished, and I was ready to start driving traffic and realize my dream of being financially free.

My first step: a “Warrior Special Offer” on the Warrior Forum. My product received positive reviews, and I sold over 100 copies which generated $2,500! This was my first real chunk of money made entirely on the internet, it was time to take the next step… If I wanted to keep making money and have a stable income coming in on a monthly basis, I knew I couldn’t just keep bumping my thread on the WSO forum. Of all the different ways to drive traffic to a site available at the time (search engines, articles, forums, affiliates, PPC etc.) the most clear cut choices for me were: Affiliates and Adwords. I wasn’t prepared to devote my life to a mini site, so I knew I had to focus on the things that would generate maximum results with minimum effort – That’s why I chose to stick with Adwords and eventually ignored Affiliates outright…

I didn’t build a list, didn’t have any upsells, didn’t have an affiliate program – all I had was a $37 front-end which converted at over 1% from cold adwords traffic. I was paying $0.07 to $0.09 per click, so each sale cost me under $10 and put a clean $27+ profit in my pocket. At that point recruiting and dealing with affiliates didn’t make sense to me: why would I pay someone $18.50 (50% commission) per sale when I can use Adwords and get that same sale for half the price? I also despised dealing with affiliates, more specifically relying on other people to promote my business and make me money.

So I decided to stick with Adwords, which allowed me to make a stable income in predictable way I was in complete control of. It also allowed me to work as little as 1-5 hour per week (mostly answering emails and monitoring my campaigns). Fast forward to today and my business model is relatively the same (accept I now adore affiliates, and use up-sells for all my websites)…

In over 7 years on adwords I have never lost money on a campaign, averaged over 1% Conversion Rate for all my products, my average campaign Click Through Rates (CTR for short) are consistently in the 3% to 10% range and I never pay more than $0.20 per click. Furthermore, I usually hit these stats from the very beginning of my campaigns – before I start analyzing data and making tweaks and adjustments.

NOTE: most experts agree that if you break even on Adwords with the front end it’s a great start, Google themselves consider 1% a good CTR.

I know these stats are impressive, and I know I’m good at setting up efficient and profitable Adwords campaigns – but I’m not full of myself, in fact just a few short months ago I used to think my stats weren’t good enough. That is until I sought some expert advice…

First, I hired an Authorized Google Adwords expert to set up new campaign for one of my websites. To my surprise I was thoroughly disappointed with his service. Not only was his approach to setting up my campaign wasteful and inefficient, I actually knew more than him and ended up giving him a few pointers before asking for a refund – he humbly accepted my pointers and gave me the refund.

Second, I decided to call Adwords support and demand they get an account manager to look over my campaigns and find ways to make improvements. I got my wish, but what the account manager told me after looking over my campaigns shocked me: he said its one of the most efficient accounts he has ever came across and that there was nothing he could suggest to improve my campaigns besides for me to keep doing what I’m doing. This was bitter sweet news. On one hand a felt great knowing I was doing the right things, on the other I was upset to reach my ceiling as I was expecting to hear ground breaking advice that would considerably increase the performance of my campaigns, instead I learned they have reached their potential…

Oh well, I now get to run my campaigns with complete confidence and stop searching for the illusive magic advice I was after. I also get to teach you exactly what I do and how I do it.

What I’m Going To Teach You…

From keyword research, to campaign settings, to writing effective ad copy – I’m going to teach you exactly how I’m able to set up profitable and efficient Adwords campaigns in under an hour, with little to no research. AND I’M GOING TO KEEP IT SIMPLE. I’m NOT going to overcomplicate things by telling you 100s of different tricks and strategies that may or may not work – and leave you puzzled / overwhelmed. Instead I’m going stick to the simple, proven fundamentals that have worked for me for the last 7 years. Think of this guide as the Adwords 80/20 rule – I’m going to teach you the 20% that will get you 80% of your desired results.

This guide is split up into 3 Parts:

Part 2: Campaign Settings Part 3: Writing Ad Copy

Each part easy to understand and explained step-by-step with screenshots. Having said all that, its time for me to deliver on my promises…

Part 1: Keyword Research

To make the following instructions easier to understand we’re going to use a fictional information product as an example for all keyword research (as well as Ad Copy writing later on). Our fictional product will be…

“Bodyweight Fitness”

And for our keywords research we’re going to keep it simple and free by using Google’s own keyword research tool: https://adwords.google.com/select/KeywordTool External

Step 1: Choosing targeted keywords

The first thing we are going to do is come up with a list of base keyword phrases that describe what our product IS and what our product DOES. I’m going to keep the keywords list fairly small for the sake of this example, in reality the more targeted keywords you start with the better…

What the product is:

Home workout Home exercises Bodyweight exercises Bodyweight workout Bodyweight fitness Home fitness No weights No gym Without weights Without gym

What the product does / benefits:

Build muscle Gain muscle Get stronger Gain strength

Get in shape Get ripped

This part of keyword research does not require the keywords tool – just take a long hard look at your sales page and product, and come up with the phrases that you think best describe what your product is and what it does.

Step 2: Organizing keywords into Ad Groups

https://adwords.google.com/select/KeywordTool Externaland open up Notepad on your computer – you’ll need Notepad to copy the keywords from the keywords tool and organize them into separate Ad Groups.

In Step 1 we made a list of base keywords that describe what our product is and what our product does. Time to take those keywords and paste them into Notepad, like this:

>Home workout >Home exercises >Bodyweight exercises >Bodyweight workout >Bodyweight fitness >Home fitness >No weights >No gym >Without weights >Without gym >Build muscle >Gain muscle >Get stronger >Gain strength >Get in shape >Get ripped

You’ll notice I put > in front of each Base Keyword, this is to separate them from each other – as each one of these keywords will now get its own keyword group. Now we can begin to take each one of our base keywords and pasting them into Google’s keywords tool to come up with the separate groups for each keyword…

NOTE: On the left hand side of the keywords tool you’ll see a heading called Match Types – check Broad and leave the other options (Exact and Phrase) unchecked:

The first keyword on our list is “home workout”, paste it into the keywords tool and click search. This will generate a list of 100 Keyword Ideas. Go through the whole list and check only the keyword phrases that have your base keyword (in this case home workout) in them:

Once you go through the whole list of Keyword Ideas and select the phrases that have your base keyword in them, click on the View As Text tap and select Selected:

Copy the selected keywords and past them into Notepad underneath the appropriate base keyword, like this:

>Home workout at home workouts home workout videos home workouts best home workout

at home workouts for women home workout routines at home workout

home workout routines without weights

Repeat this step for each one of your base keywords, until each one has a whole bunch of different keyword phrases (with the base keyword in them) underneath. NOTE: As you sift through the Keyword Ideas Google gives you, you’ll probably get ideas for new Base Keywords, go ahead and throw those into the Notepad with a > in front.

Step 3: Selecting negative keywords

Negative keywords are extremely important if you want your campaign to be efficient, and most of all – profitable. They will eliminate the people you DON’T want to see or click on your ads and visit your website.

IMPORTANT: This step is meant to be done simultaneously with Step 2 . So as you select the keyword phrases Google’s keywords tool generates for you, you’ll be collecting Negative Keywords at the very same time, so let’s back track a little bit… Our product is called “Bodyweight Fitness” and it’s a home workout program that uses bodyweight exercises to whip people into shape.

When you paste your base keywords into the keywords tool, you’ll notice some of the words attached to your base keywords are completely unrelated to what we are selling (a home bodyweight exercise program)…

The keywords selected / highlighted are good, we want the people typing those phrases into Google to see our ads and click on them. The phrases that are not selected have words attached to them that will go in our Negative Keywords list. Let’s take a look…

home workout videos

best home workout equipment

home gym workouts home workout machines pilates home workout

The bolded words have nothing to do with what we’re selling: We’re not selling workout

equipment, our program does not require a gym, people trying to find home workout

So as you go through the Keyword Ideas the Google keywords tool generates for you, pay attention to the words attached to your base keyword – if you find something that doesn’t belong and is completely unrelated to what you are selling, Copy and Paste it into the negative keywords category (in the very same Notepad you already have open) like this: >Negative Keywords videos equipment gym machines pilates

The easiest way to decide if a word attached to your base keyword is Negative is to think from the point of view of the person who’s performing the search. Here are a few

examples…

“home cardio workouts” – This person wants to improve his stamina and maybe loose weight. Our program is about building muscle and gaining strength, so

cardio goes in our negative keywords list.

“home abs workout” – This person is looking for a workout that strengthens his abdominal muscles, he is looking for a very specific workout. Our course offers a more broad total body workout. He MAY be interested in what we are selling, but unlikely to buy since he can find more targeted programs that are offering

specifically what he’s looking for. Abs goes in our negative keywords list. “best home workout” – This person knows he wants to workout at home, and is looking for the best workout he can find, but he’s not exactly sure what that is – that’s why he’s asking Google to find it for him. This is our guy, we want him clicking on our ads :-)

REMEMBER: Negative keywords play a BIG part in making a campaign profitable and efficient. Gathering negative keywords is done simultaneously with choosing positive keywords from Google’s keywords tool – so pay close attention to the words attached to your base keywords!

Part 2: Campaign Settings / Setup

This part of setting up a campaign is often overlooked in Adwords courses – the features and options are explained, but few people actually teach how to use them to your

advantage. I’m going to go over the Campaign Settings step-by-step and tell you exactly what you should do in order to give your campaign a good start…

Log into your Adwords account, click on the Campaigns tab and select New Campaign…

This will take you to the Select campaign settings page, first up is our Campaign Name which we can go ahead and call Bodyweight Fitness US (we can later create a UK, AU, CAN and other country specific versions of this campaign)…

Next up is the extremely important Locations and Languages selection. For locations we are going to choose the US (which is the biggest English speaking market), and for languages we are going to chose English…

IMPORTANT: Isolating campaigns to a single location, language, network etc. is very important to building efficient and profitable campaigns, and making effective

Next up is the equally important Networks and Devices selection. For networks we are going to choose Google Search and Search Partners, we are NOT going to include the Display Network (leave it unchecked!)…

And for Devices we are going to choose Desktop and laptop Computers, and leave the “iPhones and other mobile devices with full Internet browsers” unchecked…

Next up is Bidding and Budget, which can be a bit tricky depending on the market you’re in, the keywords you are bidding on and the price of the product you are selling. The price of our fictional Bodyweight Fitness course is $37, we can’t afford to pay more than $0.10 - $0.20 Per Click if we aim for a 1% conversion rate (1 sale per 100 clicks) and want to remain profitable.

These are the Bidding and Budget settings I choose when starting my campaigns: select

Automatic bidding to try to maximize clicks for your target budget, choose CPC bid limit and set it at $0.35 Per Click. Set your Daily Budget to $35.00…

^Note: the Bidding and Budget examples given above are for illustration purposes, they are my personal preferences to start a campaign with.

Don’t worry, these settings can be edited later on after your campaign starts generating clicks and valuable data you can analyze, and make changes accordingly.

Once you’re done, click Save and Continue…

Part 3: Writing Ads, Organizing Ad Groups

The quality of your Ad Copy will not only determine your Click Through Rate (CTR for short) but the quality of the traffic you send to your website, which will ultimately determine your Conversion Rate and how profitable your campaigns are.

Plain and simple: the people you want clicking on your ads are the people who are already looking for what you are selling. This means your ads must clearly communicate what your product is and the benefits of using it.

“SEXXXY ;-) Now that I have your attention let me sell you some socks.” - You can’t trick people into clicking on your ads, it may result in higher CTRs but the traffic coming to your site won’t buy anything.

Here’s an example of Good and Bad Ad Copy, lets start with the BAD:

Dangerous Home Workouts

978 People a Year Die Performing These Exercises, Don’t Do It!

The Ad above is alarming and scary, it’s bound to generate curiosity and a high CTR. But what happens when people actually click on the Ad and are sent to a sales page that sells our “Bodyweight Fitness” for $37 without information on dangerous workouts or pictures of people crushed under exercise equipment? They are going to take a quick look, get annoyed and click the back button – we DON’T want curiosity clicks. We want our ads to be honest and describe what our website offers, so when a person clicks on our Ad and expects certain information they get it right on the sales page – this way they don’t feel cheated and are more likely to read our sales letter. Note: honesty does not equate to boredom, so a little hype and sensationalism won’t hurt.

Here is an example of GOOD Ad Copy:

Effective Home Workout

Get 50-75% Stronger & Build Muscle In The Most Realistic Way Possible

The ad above is honest and to the point. It follows the same basic principles we used to choose our keywords – it describes what the website / product IS (home workout) and what the product DOES / benefits (get stronger, build muscle) – these are also some of our Base Keywords.

Now that you have an idea of what a BAD and a GOOD Ad looks like, let’s get into the

Keys of Writing Good Ad Copy:

First and foremost it’s about the Base Keywords. If you remember, in Part 1 of this guide we chose a list of Base Keywords that describe what our product IS and what it DOES. Here is that list again:

>Home workout >Home exercises >Bodyweight exercises >Bodyweight workout >Bodyweight fitness >Home fitness >No weights >No gym >Without weights

>Without gym >Build muscle >Gain muscle >Get stronger >Gain strength >Get in shape >Get ripped

The next step was to take each one of these Base Keywords, stick them into the Google Keywords Tool and generate a keywords group to paste underneath each one of the Base Keywords.

Our first Base Keyword is >Home workout, we stuck it in the keywords tool and came up with an appropriate Keyword Group:

>Home workout at home workouts home workout videos home workouts best home workout

at home workouts for women home workout routines at home workout

home workout routines without weights

Important Rule 1: Each Base Keyword and the keyword group assigned to it gets its own Ad, with the Base Keyword in the headline:

Effective Home Workout

Get 50-75% Stronger & Build Muscle In The Most Realistic Way Possible

So for our next Base Keyword and its keyword group, which is >Home exercises, the ad would look something like this:

Effective Home Exercises

Get 50-75% Stronger & Build Muscle In The Most Realistic Way Possible

Notice how I bolded our Base Keywords in the Ads above? That is exactly what Google will do for you when your Ad contains the keywords people type into Google. It will actually bold the keywords in your Ad, making it standout from other less targeted ads.

Important Rule 2: Each Ad must describe what the product IS and what the product DOES / the benefits. Remember: a little Hype and Sensationalism is ok, as long as it’s not over-the-top and actually describes the benefits of the product you are selling…

Effective Home Workout

Get 50-75% Stronger & Build Muscle

In The Most Realistic Way Possible

Once again: The headline of the Ad above describes what our product IS (Effective Home Workout) and the text I made red describes what it DOES / its benefits (Get Stronger & Build Muscle). Note: Google doesn’t make anything red, it’s for illustration purposes. For the rest of the Ad I like to say something complementary to the product I’m selling: how simple it is, how realistic it is, how effective it is etc. I try to avoid words like easy, fast, no effort (unless it’s a major part of my product) – they come off as dishonest and over the top hype, which Google doesn’t like.

Ok, now let’s go over actually organizing this campaign in your Adwords Account…

After you finish Part 2: Campaign Setting / Setup you will be taken to a page to create the first ad in your campaign. To illustrate this we are going to stick with our already famous “Bodyweight Fitness” theme :-)

The first thing we’re asked to do is name our Ad Group. What we’re going to do is name each Ad Group after a Base Keyword, our first Base Keyword is >Home workout, so lets go ahead and name it that…

Next up is the Create an ad section, lets go ahead and do that with our Base Keyword in the headline and what our product IS as well as what it DOES / its benefits in the ad:

Next is the Keywords section of our Ad Group, but before we copy the keyword group assigned to our Base Keyword and paste into Adwords we have to do something very important:

Open a new tab or window and go to the following web address:

http://www.imarketingtool.com/toolbox/adwords-bracket.aspx or type “Adwords Quote And Bracket Keyword Tool” into Google - this is the tool I use to put “” and [] around all my keywords.

With Adwords, you can use

3 basic match types:

“Phrase” [Exact]

We are NOT going to use Broad Match as it gives us less control over who is clicking on our Ads and the type of traffic coming to our website. Broad Match traffic converts poorly from my experience, and most Adwords experts agree – one of the most effective things you can do to increase the efficiency of your campaigns is stop using broad match keywords.

So, we are going to take our keyword group with the Base Keyword at the top: Home workout

at home workouts home workout videos home workouts best home workout

at home workouts for women home workout routines at home workout

home workout routines without weights

Paste it into the “Adwords Quote And Bracket Keyword Tool” found at:

http://www.imarketingtool.com/toolbox/adwords-bracket.aspx and click Generate.

What we get should be a list of keywords that all have either “” or [] around them, like this:

"at home workout" [at home workout] "at home workouts" [at home workouts]

"at home workouts for women" [at home workouts for women] "best home workout"

[best home workout] "Home workout" [Home workout]

"home workout routines" [home workout routines]

"home workout routines without weights" [home workout routines without weights] "home workout videos"

[home workout videos] "home workouts" [home workouts]

Now we can take these keywords and paste them into the Keywords section of our Ad Group, like this:

Once you paste the keywords, click on the Save Ad Group button below. This will take you to the page associated with the Ad Group you’ve just created. At the bottom of this page you’ll see a Negative Keywords tap, click on it and then click on the Add button:

Note: you can add negative keywords on an Ad Group level or on a campaign level. If you choose to add negative keywords on an Ad Group level they will only function in that particular Ad Group, if you ad them on a campaign level they will function on all Ad Groups in that campaign (in this case, our whole Bodyweight Fitness) campaign.

Once we’re done adding the negative keywords, we’re going to click on the campaign name to the left of our screen:

Then click on the New Ad Group button, and repeat the process of creating a new Ad Group for the next Base Keyword on our list. Once you’re done creating Ad Groups for every one of your Base Keywords, you have one EXTREMELY IMPORTANT step left:

You’ll need to add a Tracking Code to your thank you / download page that will track conversions / sales and tell you exactly which ads and keywords generate those sales. This valuable data will allow you to focus your budget on the ads and keywords that make money, and drop the ones that don’t – I’m sure you can see the tremendous value in that.

To add the Tracking Code to your campaign, click on the Reporting and Tools tab and select Conversions. On the next page, click on New Conversion. Adwords will walk you though the rest, and provide you with a tracking code you will paste on your thank you / download (or what ever page the customer gets forwarded to after making a purchase).

Conclusion

The instructions you’ve just read are the exact process I go though every time I create a new campaign for one of my Mini Sites. In fact, the Ad Copy examples were taken from a campaign I recently tested and have a CTR in the 5% range – as always, I didn’t test or tweak these ads and hit the high CTR right off the bat…

The step-by-step instructions I provided allow me to quickly research keywords, organize them into Ad Groups while simultaneously cultivating a negative keywords list that’s effective in keeping useless traffic away from my websites. It also allows me to write ads that get high Click Through Rates right from the start, outperform my competition and enable me to pay $0.10 - $0.20 per click in highly competitive markets (Adwords rewards high performance).

So follow the instructions I provided, set up your campaign and once it reaches 1,000 clicks you’ll be ready for Phase 2 of this guide…

Phase 2: Increasing Efficiency after 1,000 Clicks

After your campaign reaches 1000 Clicks, you will have hard Data at your disposal. Data that will make significantly improving the quality of your traffic and your campaign’s efficiency extremely simple, if you know what you’re doing…

“Phase 2: Increasing Efficiency after 1,000 Clicks” is broken up into 3 Parts:

• Part 1: Eliminating low performing keywords, adding more Negative Keywords

This part of the guide is all about improving the quality of traffic that reaches your sales page. We do this by eliminating the keywords that aren’t likely to convert visitors to buyers, getting rid of the low performers and cultivating a new Negative keywords list based on the exact search terms that make your Ads appear on Google.

• Part 2: Increasing Ad Performance

By 1,000 Clicks you will have enough Data to know which keywords generate the most impressions, which keywords generate the most clicks and which keywords have the highest Click Through Rates. By analyzing this data we will be able to rewrite our Ads based on facts rather than hunches, and improve our CTRs in a simple and predictable way.

• Part 3: Going International

Once we know what works in the world biggest English market (the United States), we will be able to spread our campaign to the rest of the world. There are 2 main advantages of doing this, 1. More traffic, and 2. There is high potential that you will discover a new market where the demand for your product is higher than it is in the US (speaking from experience, I’ve had a product convert 4 times higher in a market outside the US) Phase 2 will allow you to:

• Improve the quality of traffic coming to your sales page (this improves Coversions)

• Improve the performance of your Ads (this will bring you more traffic)

• Duplicate your success in other countries. Thank you for reading!