Advertising – It All Originates Here!

In past articles, I’ve talked about the opt-in page, the sales letter, follow-up, etc. for my 30X System. But, it all has to start somewhere. You need traffic before anything else kicks in, and that starts with advertising.

You have to create an ad which drives prospects to an opt-in page (or landing page) which drives them to a sales letter (or webinar) which ultimately leads to the sale. No matter where the traffic is driving, it starts with the ad.

I use a “pay-per-click” strategy for the ad. You may be thinking you don’t want to use pay-per-click advertising — after all, it costs money. My response is simple, you’re crazy if you don’t use pay- per-click advertising! You need to advertise your business consistently on the Internet and pay-per-click is one of the best ways to do it.

There are many options for pay-per- click with Google, Bing, Yahoo and Facebook being the big ones. There are several others including 7search. com and advertising networks like Advertising.com and Advertise.com. These will allow you to advertise on the big sites such as, Huffington Post, ESPN, Better Homes & Gardens, and many more.

Important Clarification: If you advertise “how to make money” products, or coach or consult on “how to make money,” Google is not an option for you. Google does not want you to advertise anything that has to do with making money. They will ban your account if you do, so stay away from Google if you are selling a product or service that even comes close to making those claims. Courses on selling real estate, and Internet marketing are red flags for Google. The rest should accept your advertising, but use caution and don’t make overt or outlandish “make money” claims.

While Google claims approximately 70% of the total search market, Bing and Yahoo control about 26-28%, so even if you can’t advertise your product on Google, you still have access to 20+ million monthly searches with Bing and Yahoo.

Pay-per-click is an “origination” concept. What do I mean by that? Well, it originates with a thought in the prospect’s mind. The prospect was looking for something. They are looking to find more information on something. They have a question they want an answer to.

There are several steps to the process. It starts with the original thought. We have no control over this step, but we do have control over the ad, landing/ opt-in page, sales letter and the web. This is very important to understand because it enables us to leverage the process. Leveraging is the key to advertising, and it’s the one part most people don’t do.

Let’s get started with the process and the setup.

What every pay-per-click search engine does is divide your account into three distinct pieces or categories.

Campaign Name Ad Group

The Actual Ad

Think of it as a series of folders. The main or first folder is called “Campaign.” Inside that folder we have one named “Ad Group” and inside the ad group folder there is one called “Ads.” So the “campaign folder” contains the “ad group” which ultimately contains the “ads” themselves.

We now will work with keywords and keyword phrases. There are multiple places and services (both free and paid) where you can do keyword searches. I use Google Planner, it’s very good, easy to use and its free!

When you do the keyword search using Google Planner, they divide up the keywords and group them for you. Google Planner lists the exact phrases people use when they do a search.

It sounds simple… get your keywords, and place your ads. But there is a problem — Google, Bing, Yahoo etc. rate your ad according to what is on your landing page. They give your ad a quality score based on that page.

Let me explain. When you place an ad using a particular keyword or keyword phrase, they want the page that prospects are taken to, to also contain this keyword and the content to be related to this keyword. They will actually scan your page, and if the keyword does not appear on the page and if the page has nothing to do with whatever the prospect was searching on, you will be given a low quality score.

If you have a low quality score, the price per click for your ad will go up! They are penalizing you for not bringing the person to a page that reflects what they are searching for. In other words, it is not relevant to the search. They are basing your fees on something called relevance. Is your keyword relevant to what appears on the page the prospect is taken to? Relevance is the number one factor in pay-per-click advertising.

You get a good keyword and send them to a relevant page and you get low per click cost and a lot of sales. Unfortunately, there’s more to it than that. There is another important part to this advertising puzzle.

Armand Morin

The bottom line is the more relevant your keyword is (compared to the page they are taken to), the higher your quality score will be and the less you will pay for the ad.

Once again, this sounds simple. You get a good keyword and send them to a relevant page and you get low per click cost and a lot of sales.

Unfortunately, there’s more to it than that. There is another important part to this advertising puzzle.

Earlier, I mentioned that Google Planner divides your keyword search into groups. Every keyword in that group has a common phrase attached to it. In other words, there’s commonality in the keywords contained in each group. What does that have to do with what we want to accomplish? It’s very simple, you use the common factor in the group as your “campaign name.”

For example, if the common factor of an individual group was, “lose weight fast,” then our campaign name would be “lose weight fast” (use those exact words). We would also use “lose weight fast” as the name of our ad group. And, all the individual ads within the ad group would also contain the words “lose weight fast.” For example, Discover how To Lose Weight Fast; How To Lose Weight Fast; Lose Weight Fast For Your High School Reunion; etc.

Another Important Note: the maximum number of keywords I use in a single ad group is 25. Let me explain. Google has this rule which I call the “invisible 50,” which basically says every ad group can have a maximum of 50 keywords. If you use over 50 keywords in a single ad group, for example 100 keywords, Google will only show us the traffic for the first 50.

No one knows why, it’s just the way they do it. So why do I only use 25? I want to play it safe when it comes to my advertising dollars. I know that I will get traffic to all 25 of my keywords. If I have more, I can just start another group. I could call this ad group “lose weight fast 2.”

You can have an unlimited number of ad groups with a campaign, but you should only use 25 key words (or keyword phrases) in each ad group.

Does this only apply to Google? Interestingly enough, as far as I’ve been able to determine, the “invisible 50” rule applies to almost everyone be it Bing, Yahoo etc.

Here’s what happens when we do it this way. When a person types in a keyword search, for example, “how to lose weight fast in 7 days,” the words “lose weight fast” are in there.

Google (I’m using the name “Google” generically to refer to all the search engines) looks and sees that there is an ad with the same search words — “lose weight fast”, this ad is in a group of ads with those same words and that group is in a campaign with that same name. Google sees this relevant match and bolds the key words “lose weight fast”, which will make it more visible to the person doing the search, thus getting more relevant clicks! Google does this automatically because “lose weight fast” was part of the actual phrase the person was searching on.

Let’s Take it One Step Further

They clicked on your ad because it was in bold and contained the words they had just typed in. Now they go to an opt-in/landing page and see their exact same phrase “lose weight fast.” That prospect now feels this must be exactly what they’re looking for so they give their name and email address to get more information. They are then taken to a sales letter which, once again contains the words “lose weight fast.” They are now excited and more apt to purchase.

Did the scenario start with the ad, as most people would think? No, it started with a thought in the person’s mind that was reinforced by the thought appearing in the ad and right on through to the sales page.

Our system gives Google, Bing and other advertising mediums, exactly what they want — extremely relevant ads. This increases your quality score which DECREASES the amount of money you pay per click. The bottom line is, you get more clicks from very interested prospects, and you get them for less money!

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Armand Morin

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