Willie Crawford's Marketing Insights

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June 03, 2005

Google Tightens The AdWords Noose

Willie told me it was ok to share this excerpt from an ezine I got from Perry Marshall. I hope he doesn't mind, but it's pretty insightful.

Here it is...

Back in the 'old days' of Pay Per Click - say,
a couple of years ago, you could be smarter
than everyone else just by having 1000+ keywords
instead of a few dozen. Nobody else was bidding
on them and you could get all kinds of 5 cent
clicks.

Well now everyone has monster-power keyword
tools and it's not much of an advantage anymore -
in fact for many people it's a liability, as I shall
exaplain.

I'm sure that every time you do a search on
Google, you invoke more computing power than even
existed in the entire world just 30 years ago.
And... every single keyword that every Google advertiser
is bidding on slows down their system just a little bit.

And Google doesn't really like it when people
clog up their system with thousands and thousands
of keywords... especially if the ads aren't proven to get
good CTR's, it's a financial risk just for Google to display
them.

So now - especially in the last six months or so -
Google penalizes you for dumping hundreds of
keywords into a group all at once. Most of them
get put "on hold" immediately, which is enormously
frustrating. (Maybe it even causes you to raise
your bid price, which is exactly what they want
you to do.) They only let a few keywords out of
the gate at a time.

Having done literally hundreds of AdWords consultations,
I can tell you that the #1 mistake people make with
Google AdWords is dumping too many different kinds
of keywords in the same group for the same ad. It
ruins your click thru rates (because no single ad can
possibly be a good match for all those different kinds
of keywords) and it gets your keywords put on hold
or disabled.

The simplest cure for this is my "Peel and Stick"
method - you take high traffic keywords and one
at a time, peel them out of one group and stick
them into their own new group, then you write ads
JUST for that ONE keyword. Often that doubles or
triples your CTR literally overnight.

And your keyword doesn't get put on hold because
there's only one keyword in that ad group - it starts getting
shown right away instead of being put on hold.

Now considering that 95% of your traffic comes
from 5% of your keywords, doing "Peel and Stick"
on your top 20 keywords can do absolute wonders
for your Google campaigns. This, all by itself, has
transformed thousands of people's AdWords campaigns
from losers to winners. And it's pretty easy.

Don't forget that this takes a certain amount of patience.
I got this email from Sacha Luria-Smith the other day:

>> Before I was averaging 60+ clicks a day on my campaign, and now I am
>> averaging closer to 20 clicks per day - which was obviously not my
>> intent. I'm actually using more keywords, but for some reason I'm getting
>> a fewer number of impressions and a fewer number of clicks. Is this a
>> normal thing and I should wait a few weeks to see the numbers go up?

>> I found the book interesting and would prefer not to ask for a refund, but
>> it doesn't seem to be increasing my clicks. How long does it normally
>> take to work?

But then a few days later, we heard back from her again:

"Patience was the key. For the first 5 days using your new
method, my total clicks did go down. . . then something funny
happened, and everything started working like magic. My
total click through rate has increased by 500% and my
cost per click has decreased by 25%. In the last week
we have received a more than one order worth over
$1000! This size of an internet order had never happened
before using your method of driving traffic to the website.
That alone is a huge ROI for buying your book.

"Not buying the book would have be like purposefully
blindfolding yourself while trying to walk across a freeway!"

Sacha Luria-Smith
Sales Representative, Funnix Beginning Reading

....And if you've been putting off buying the Definitive Guide,
you'll be glad to know that our Summer 2005 update is out
now at www.perrymarshall.com/adwords and it covers
all the latest strategies in detail. We've added about 50
pages of new content and updates, so you can play this
game with passion and precision.

Also, my personal AdWords coaching intensive begins
on Tuesday June 7 - I've got a waiting list for GOLD seats
but there's still some room on the BLUE team. Apply at

http://www.perrymarshall.com/adwords/personalcoaching.htm

To your success,

Perry Marshall

Shelley

Posted by Willie Crawford at June 3, 2005 11:07 AM

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