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The reviews are in for this Amazon Best Seller and #1 Hot New Release: More useful, duplicatable information then I have received in products I have paid $300 to $400 for. If you're looking to get right to the important stuff that actually works with AdWords then read this book. I wish I would have found it 6 months ago. This book takes you to that next level that most other writers seem to ignore the side of 'what next'. Now I have to rethink my whole Google adwords platform An easy to read yet, powerful book Are you lost in the wide world of online marketing? Wondering how to get to the elusive first page of Google and actually have people buy? We all know online advertising works, but how do we make the best use of it? This is not a technical guide. You'll have to be familiar with the basics of Adwords already. It is a strategy guide, however, to help you get the most bang for your buck. While small, it is packed with valuable information without the fluff. As a successful small business owner and entrepreneur, Jeremy tells how he gets tremendous returns out of his Adwords account. Through stories, strategies, and dozens of practical tips, he shows the way to anyone who is ready to make the most of this potential gold mine. In these pages you'll discover: - Why knowing your target market is vital to Adwords - How to discover which items are a good fit and which aren't - How to track and test ads and why it makes all the difference - Why most people don't test headlines enough and give up too soon - How to schedule your ads so you're not spending when you're not open Adwords can be amazing, but it can also drain cash quickly. If you want to plug the holes and turn this cash drain into a cash cow, this book is for you.
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Refer to Return policyopens in a new tab or window for more details. You are covered by the Money Back Guaranteeopens in a new tab or window if you receive an item that is not as described in the listing.
Qualifying purchases could enjoy No Interest if paid in full in 6 months on purchases of $99 or more. Other offers may also be available.
Interest will be charged to your account from the purchase date if the balance is not paid in full within 6 months. Minimum monthly payments are required. Subject to credit approval. See terms- for PayPal Credit, opens in a new window or taWhether you’re new to Google Ads or a wily veteran, I can pretty much guarantee you will eventually fall victim to Campaign Tunnel Vision. This little-known ailment occurs when you overly focus your attention and effort on just one piece of your sales funnel at the expense of all the other key areas.
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For example, you may agonize exclusively over optimizing bids, or tweaking ads to find the highest click-through rate, or split testing landing pages to boost conversion rates. With Campaign Tunnel Vision, you can “optimize” your bids, your ads, and your landing pages separately, but your overall sales conversion rates will stay level or may even go down.
The problem is a lack of congruence. And in this article, I’ll explain why congruence, above all other tips and tricks, is the secret to success with Google Ads…
Let’s first start by defining congruence in the context of a Google Ads campaign. Congruence is when your ad and landing page perfectly match the intent of the keyword searched.
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You may want to read that again so it sinks in. It sounds so simple, yet it’s one of the most common reasons why advertisers fail with Google Ads. If your ads and landing pages do not match the intent of the keyword searched, then it doesn’t matter how much time and money you spend to “optimize” your bids, ad copy, and landing pages. The campaign is DOA.
Congruence ensures your sales message resonates with your ideal prospect. Plus, congruence reduces drop-off through the sales funnel because your prospect receives a consistent and reassuring message that she is going down the correct path to solve her problem.
When this is done correctly, you’ll see a significant bump in click-through rates and landing page conversion rates, which in turn will lead to higher quality scores throughout your campaign.
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The key to campaign congruence is to take a step back and analyze your entire sales funnel holistically. In other words, don’t lose sight of the forest for the trees.
If you’re not familiar with mind maps, then this may be the most valuable tip in this article. Go to Bubbl.us to quickly get started for free.
Mind maps are great tools to map out any process in your business and they are perfect for visualizing your entire sales funnel. Below is a mind map of a basic Google Ads sales funnel that includes a remarketing campaign to target prospects that do not convert right away.
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As you can see, the mind map makes it easy to see all the key points in your sales funnel so you can take a top-level view of your campaign as you move on to Step 2.
Step 2 is to identify the intent of each of your keywords so you can match your offer and sales message precisely in your ads, landing page copy, phone call scripts, email follow-ups, and any other touchpoints in your sales process.
Keyword intent is really just the question your prospect is asking when she types the phrase into Google. For example, when a prospect types in “dentist in new york, ” then she is really asking the question “Which dentist should I use in New York?” or “Where is the best dentist near my home in New York?”
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In some cases, keyword intent is fairly obvious. But sometimes, you’ll need to do some research by studying competitor ads and offers, reviewing top organic website results, and, if possible, asking or surveying prospects.
Once you have identified the intent of each keyword, then make sure your offer and sales message match. If not, then now is the time to rethink your offer so you don’t waste money advertising something your prospect doesn’t want. If you’re confident that your offer matches the intent of the keywords, then move on to Step 3.
This is the step that many advertisers screw up because of Campaign Tunnel Vision. It’s critical to review every step in the mind map you created in Step 1 and ensure that you have a consistent message from the ad to the landing page to phone calls, emails, or in-person meetings. Remember, if your prospect becomes confused or loses trust because your message is inconsistent, then she is simply going to click the back button to check out your competitors.
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For example, if you’re advertising “free teeth whitening with your first dentist visit” in your ads, then make sure your landing page prominently displays the same offer. By prominently, I mean it should be the first thing your prospect will see when your page loads up. Your prospect clicked on your ad because the offer was exactly what she was looking for, so don’t screw up the sale with inconsistent text and images. Reiterate the exact same offer and then move on to supporting sales copy and your call to action.
If you haven’t already, then I encourage you to create a mind map of your entire sales funnel from keyword to closed sale. Then take a look at the keywords in your account and group them by the intent of the prospect searching. At this point, you may see a problem with your existing offer that would never have been solved via traditional Google Ads optimization techniques.
And finally, make sure your sales message is repeated consistently throughout your entire sales funnel. I know this sounds like a lot of work, but it’s well worth the effort and I know you’ll thank me once you see the improvements in your click-through rates and sales conversions!
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By Phil Frost|October 10th, 2022|Categories: Conversion Rate Optimization, Pay Per Click Advertising, Strategy|Tags: conversion rate optimization, google adwords,
