Triple Traffic to Your Site in 1 Week Part 2



 

 

In case you missed it. ‘Triple Traffic to Your Site in 1 Week Part 1 is here’!

 

Keywords

In Part 1 we went through the basic steps of writing your ad using Google Ad-Words. Now that we have our ad we need to add keywords that are relevant to our ad. Here is our ad from Part 1:

English Bulldog Puppies 
AKC Registered, Champion Bloodlines 
Wonderful Family Pets! Perfect Gift 
www.example.com

Lets think through some of the ideas and keywords that consumers would use when searching for the services they are seeking. We will stick with the English bulldogs for now. First off we want to go after the people who know what breed of dog they want. So we’re going to add the keywords/phrases:

  • english bulldog puppies
  • “english bulldog puppies” (“” indicates a phrase match)
  • [english bulldog puppies] ([] indicates an exact match)

These are the 3 obvious choices, now we can branch out some. When choosing keywords you need to think about alternatives that your potential consumers might possibly search for. These can be anything from misspelling a word to putting hyphenations in the wrong place. So always be aware of those possibilities. As I mentioned in Part 1 Perry Marshall’s book ‘The Ultimate Guide to Google Ad Words‘ talks about this for a whole chapter. This book will be a lifesaver for your Google Ads.

Other keywords we can try to use for this campaign would be variations on the phrases or even adding more phrases. Variations of the original keywords can be things like:

  • akc english bulldog puppies
  • akc registered english bulldog puppies
  • champion english bulldog puppies
  • champion bloodline english bulldog puppies        

Adding variations to your keywords help your ads become more relevant, and receive higher click through ratings. You can also help cut down on unwanted traffic by using negative words. Staying with the example, lets say you get a lot of traffic from consumers looking for Pit Bull adoption you can use negative words to help filter this traffic. 

  • -pit bulldog
  • -pit bulldog adoption
  • -dog adoption

Adding negative keywords can be very beneficial to cutting down on costs. You only want people to click on your ads that have qualified themselves as potential buyers. Not consumers looking for a product and then incorrectly clicking on your ad. 

 

Relevancy

 Google rewards you for having ads relevant to your keywords and beyond that they reward you for having a landing page relevant to your ads. 

Relevancy is fairly straight forward. If people search for the keywords that you added for your campaign and those same keywords show up in your ad then the ad gains relevance. No one knows exactly how Google adjusts for the relevance of the ad, but there is a noticeable difference in keyword price when those words appear in your ads. Placing those keywords in the headline is always a good idea as well. If you need make more than one ad campaign to get the keywords in the headline then go for it! This leads me right into talking about A-B testing.

 

A-B Testing

This technique has been around for a long time. An A-B test is simply setting up two ads with 1 variable different in each ad and everything else is the same. One of the most common A-B tests for Google Ads is to change the Headline and leave the descriptive text the same.  Lets look at a simple A-B test of headlines

English Bulldog Puppies 
AKC Registered, Champion Bloodlines 
Wonderful Family Pets! Perfect Gift 
www.example.com

Bulldog Puppies for Sale
AKC Registered, Champion Bloodlines 
Wonderful Family Pets! Perfect Gift 
www.example.com

As you can see all we did was change the headline. To run a true A-B test you can only change 1 thing! Run this test for a significant amount of time and get enough data on the results before you move on to test other things.

My next step would be to test the ‘copy’ or the descriptive text. If I think the first ad is good then I will just flip the order of the description lines. Like this:

English Bulldog Puppies 
Wonderful Family Pets! Perfect Gift 
AKC Registered, Champion Bloodlines 
www.example.com

Test this one against the original. Now this is a  more complex A-B test because you are changing two lines of copy. Since the ad is so small and short on space I consider the copy to be 1 element of the ad. If you want to get more complex with your testing I suggest multivariate testing. Here are a couple of good blog articles about it! 

Increase Your Adwords Click Thru Rates With Multivariate Testing

Split Testing for Website Effectiveness

After you have gathered enough data in your A-B testing you can make your decision which ad is the winner and then make another ad to challenge the champion. A-B testing is a continuous cycle to always try and improve on your ads performance. Testing not only helps you save money on bad ads it will increase the amount of people coming to your site by clicking on ads that are relevant to them!

 

When I started running Ad Word campaigns I saw my website traffic jump from an average of 50 visitors a day to over 500 per day. I have increased revenue of more than 30% in the last 6 months. I am a firm believer in Ad Words. Its a very easy system to learn but difficult impossible to master. There will always be new challenges and challengers to your advertising. It’s easy to start campaigns and let them run without tweaking or testing them, but that is like throwing marketing dollars down the drain. It doesn’t take much time at all to manage your ads. So if you would like to increase your website traffic and have the money to do so. I highly encourage any PPC advertising especially Google Ad Words.


Triple Traffic to Your Site in 1 Week – Part 1


Everyone knows that to increase business you have to increase the amount of consumers. Pay-Per-Click or (PPC) advertising is a great way to do this! With PPC advertising your ads will show up in front of thousands of possible consumers. If used efficiently PPC can easily triple your website traffic in 1 week!

This will be a slight overview of how PPC works. I suggest if you want to learn some of the best practices in using PPC advertising you go check out this book! Perry Marshall’s Ultimate Guide to Google Ad-Words. I read this book before I started working on PPC advertising it was a fairly simple and fast read. It is a great step by step guide of how to set up and run successful PPC campaigns.

The first step is deciding what PPC client you want you use. I suggest only starting with one PPC client until you are comfortable running multiple campaigns. I recommend using Google Ad-Words for its simplicity and efficiency.  You may decide to user other clients such as Yahoo/Overture or the MSN network later on after you’ve had successful ads on Google. 

Secondly you need to decide how much you are willing to spend on advertising. There are multiple paths to choose from. You can set a daily, weekly or monthly budget. Google-Ad Words automatically stops showing ads when you get close to your budget. This feature is very helpful! Because I don’t have time to sit and watch my ads and make sure I’m not spending too much.

Once you have your budget set you need to decide what you are going to advertise. Why do you want people to come to your website? Are you selling products, a service, or just giving out information? You have to know why you are spending money to get people to your website. 

Now that you know what you want to advertise we can look at creating ads for this product. Ad-Words makes this process very simple. When you are creating a new ad this the example that Google gives you to start with.

New York Budget Hotel 
Clean and close to subway. 
Students save 20%! 
www.example.com

Headline – Max of 25 characters. They make it easy for you and will not let you type more than 25 characters.

Description Line 1- Max of 35 characters.

Description Line 2- Max of 35 characters.

Display URL- Max of 35 characters.

Destination  URL – Max of 1024 characters.

My basic method for writing these ads is the Keep It Simple Stupid approach. There is not enough space to be clever and witty on these ads. Google rewards you by being relevant with your ads and your landing pages ( I will talk more about this in part 2). Keeping the ad simple can be difficult but you have to work at it.  

Headline-

Lets start with the headline. The maximum amount of characters you can have is 25. That is not a lot of space to try and be clever. I am choosing the subject of selling English bulldogs because I love dogs and that is my favorite breed of dogs. So here we go. I like to use my keywords in my headline, and if I’m selling English bulldogs then that phrase will be a keyword in my ad. 

English Bulldog Puppies 
Clean and close to subway. 
Students save 20%! 
www.example.com

Simple and clear! The person searching will know what breed of dog I have to offer, and that the dogs are puppies. This will be begin to eliminate some of the unwanted traffic. If you are a breeder selling English bulldog puppies you don’t want someone coming to you site wanting to adopt adult Black Labs!

Description Line 1-

The description line is where you can start to add more information about your product. However there is a 35 character limit. There are multiple ways to write your descriptions. Some writers use 1 sentence per line others use 1 extended sentence for both lines, and others use fragments or phrases. The best way to know what is working is by performing A-B testing ( which will be discussed later). Here I have chosen to use fragments in the description line 1. 

English Bulldog Puppies 
AKC Registered, Champion Bloodlines 
Students save 20%! 
www.example.com

This is very simple and clear to the reader. They now know that you have English Bulldog Puppies that are American Kennel Club registered and that these puppies are of champion bloodlines. These are considered two valuable features when looking for English bulldogs.

There are other ways you can go with this ad. Many people will tell you not to mention features of the product but rather the value to the consumer of the product. We can do that just as easily in the second description line.

Description Line 2-

I like to list the features and the values to the customer in the same ad. Which is sometimes hard to do. Here is what I came up with.

English Bulldog Puppies 
AKC Registered, Champion Bloodlines 
Wonderful Family Pets! Perfect Gift 
www.example.com

You can always swap the order in which the description lines read and see which ad work better. This is a simple A-B test. Which we will discuss in How to Triple Traffic to Your Site in 1 Week- Part 2! As you can see the ad is very simple and clear. That is exactly what we were going for.

We have found people looking for English Bulldog puppies that are AKC registered and of champion bloodlines. We have also tugged on the emotions of someone looking for a good family pet or a great gift! This ad would have to be tested and see the Click Through Rate (CTR) to determine if this ad is successful or not.

That’s all for now. Part 2 will include adding keywords, relevancy of the ads and simple A-B testing!

How to Triple Traffic to Your Site in 1 Week- Part 2 (Coming Soon)

 


Consumer Data & Efficiency


Consumer Data

Consumer Data, we all know what it is. It’s the key to our marketing and business strategies. It’s what we use to understand our customers better, and it’s what we use to tailor our marketing efforts. Lets talk about Consumer Data and Efficiency and how the DIY Online Marketer combines both.

Data is the one thing in your company that you can not do without. You need it to survive! Data doesn’t have to be the complete life story of your consumer right from the start. Data will build upon itself over time as you learn more about your consumers. If you’ve ever seen an computer icon for a database it is not one giant container when it starts. It has levels that build on top of previous levels. It starts with a foundation builds on top of that foundation.

I’ve heard an analogy comparing consumer relationships to dating relationships used many times and I will try  paraphrase it here. Gathering customer data is very similar to dating. The first time a consumer lands on your website they take an initial look at you and your company. Comparable to the first time you see someone of the opposite sex at a bar. You check them out briefly and mentally  give them a ‘Thumbs Up’ or ‘Thumbs Down’ according to your personal taste. If a consumer gives you a ‘Thumbs Up’ now we can approach them and hopefully get some information. The consumer likes our site and wants to give us their Name and Contact info. This is Great! They have knocked down the first barrier to begin the consumer-business relationship. As I’m sure you’ve already figured out, this is just like getting the name and number from that attractive person at the bar.  You don’t wanna lose this information you want to store it in your database! Because who knows this could become your next big client/customer.

Now that you have a way to contact this consumer you can take them out on a ’1st date’ and learn more about each other. The only way to build customer relationships and loyalty online is to take it slow. You don’t want to just rush in and ask this person to give up all their valuable information. Thats rude and very invasive. Sticking with the analogy you wouldn’t ask someone to marry you after just one date would you? Some people may, but it is definitely not the norm.

Now lets talk about efficiency with your consumer data. I’ve been talking about databases as places to store this information. However the database does you absolutely no good unless you can find this information and put it to good use. Everything I do is on an iMac so I use the Filemaker Pro database program. This program is extremely powerful and when set up correctly, a very efficient program. I know there are database programs out there for PC I am just not as familiar with them as I should be. You always need to do research before buying a database program and make sure that has what you need. A very popular alternative to a local database program is to use an online CRM program such as SugarCRM. This program is Open Source and very powerful. I am currently learning its in’s and out’s and will write a post on it soon. As I was saying you need to find a program that is efficient and manageable. It’s very frustrating to have a lot of data and not know how to use it to help your business!

 

Data Collection:

 

Data collection is an essential to maintaining customer relationships. This starts with the ’1st Date’ and continues through the dating cycle. As I said earlier lets build on the foundation that we gathered on the ’1st Date’. Now we can start asking our consumers more questions. Get to know your consumers so that you can fulfill their needs! That’s why we are in business anyway, to fill someone’s needs with our product ( and hopefully make some sort of profit while we’re at it).

So what data should we be collecting? Well the answer to that is, what data do you need? Since I am strictly an online marketer. I need the following: Name & Email address! If all of your marketing is done online this is the only way I will be able to consistently reach my new consumer. After initial conversations I can begin collecting more data such as demographic data. I like to know my consumers favorite websites and their favorite things to do on the web. There is a good chance if one of my consumers like a certain website then others that like the same site could need my product! 

Now once you know what data that you want to collect you have to develop an efficient and simple way to extract it from your consumers. There are countless ways to do this. Web forms are probably the most widely used on the net. They are simple and very efficient. However most web forms just send an email to you with the data that was entered by the consumer, and then you have to enter the data into your own database. Since I’m lazy and hate doing extra work that computer can do for me I opt not to do this. There are many ways to work around this. One of the best ways that I have found is to use a php Form Generator. This thing is simple to use and sends the results of the forms to your mySql database. If I just  lost you I apologize please leave comments and I will post some tutorials on all the above information.

As I said I try to be as efficient as possible when working. Therefore I have created a PHP form that connects to my local Filemaker Database on my iMac. When someone fills out a form the information gets posted right to my Filemaker database. Very efficient I don’t have to enter any information. I then have automatic scripts that run when a new contact is entered through the form that can send an email to the contact or do numerous other things. All of which I have written into the Filemaker Database. Talk about efficient. It’s time consuming to get all of these systems set up, but when they’re working it is sweet! Now I know there are services online that can do this same thing for me. I know a lot of Internet Marketers that use Aweber’s services. The services look great, but I like to do things myself on the cheap and learn some new technologies while I’m at it. I believe Sugar CRM will also be an efficient program once I get into using it more. So check that out as well!

Setting up data collection systems can be time consuming and difficult learning a new program. Remember you have to collect data or otherwise you will never build the relationship with your consumer. Try and find the best program that meets your criteria and learn about the program. You can find a book on almost any program out there on Amazon and teach yourself. That’s what I’ve done. Arm yourself with the knowledge and reap the reward when you figure it out! It’s a wonderful feeling!


Creating Landing Pages


Well I finally decided it was time to create new landing pages for my PPC ads. The old ads were just…OLD and included clunky tables and just tended to look bad. I know if i ended up on that page I doubt I would buy anything.  

I am in the middle of reading Tim Ash’s “Landing Page Optimization” ( a wonderful book). After throwing around a few ideas a I decided on a relatively simple design. I opened up photoshop and came up with this.

Patriotic Landing Page

Once I finished this design I realized I needed to learn how to transform a .PSD into CSS and HTML. Needless to say this is much easier said than done! So of course I went straight to Google and found this wonderful series of tutorials.

PSD to CSS

This article is very thorough and extremely helpful writing the CSS especially with the correct requirements for the IE browser. I would definitely recommend this article if you are the DIY type like me, and instead of shelling out cash to a professional take some time and learn something new.

I have basically come up with two different landing pages. I have arranged the body content differently in each page.

Page 1 I emphasis the physical CD by giving it the most space in the body and putting links to buy the digital downloads on the left sidebar. 

Page 2 I decided to focus more on the digital downloads by linking all them at the top with prominent logos displayed and pushing the copy for the physical CD towards the bottom. 

This is my first A/B testing with my landing pages and I’m very excited to see how they do. 

After a couple of weeks I will come back here and post results for each page then change some elements and see how they begin to bring in conversions!