Mastering Google Ads from a Pro (Andy's Brain Dump)

[Andy Black]

(Originally posted here)

Simple Example of Using AdWords To "Validate"

• Wordpress and Optimizepress to create 1 simple form-fill lead-gen landing for solicitors (built my little old me because their IT team was too slow).
• Create/upload a campaign bidding on 40k UK locations and "solicitors".
• Total time = 5 hours.
• The next day, we spent £10 in under an hour (I set a budget of £10... lol).
• We bought 13 clicks and 700 impressions.
• We know that there were 4,000+ searches (impressions divided by impression share) in under an hour.
• We know which locations have the most searches, and where the competition is (based on average position).
• For £10 AdWords spend !!!

The initial test justifies a bigger investment.

• Get 130 ish permutations of different types of solicitors, lawyers, and law firms (family lawyers, immigration lawyers, immigration solicitors, IP law firms), etc.
• Load each "seed" with 4k locations.
• 500,000 permutations.
• Run for 10 days, bidding low to count impressions (and still get a few clicks to keep Google happy).
• Spend £460. Get 46 form fill leads.
• We've also bought a ridiculous amount of data.
• We now know which types of solicitors are searched for the most, and in which locations.
• We know where there is less competition.
• We know where the soft underbelly is to focus on if we were to proceed.
• We can model which search terms have the highest volume, and determine how much competitors are spending on them.
• We can identify the big players based on them owning these top search terms.
• We can analyse their search term -> ad -> landing page units, and determine
• a) Whether they are any good at paid search
• b) Whether they are fulfilling the leads themselves (maybe sell them the leads?), or selling them on (who to?... can we sell ours to them too?)
• All for £460 AdWords spend !!!

 

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[Andy Black]

(Originally posted here)

Landing page / copy brain dump

How are people hitting your site MJ?

I assume quite a lot via smartphones. We don't know if they have their phone landscape or portrait, and want all the popup to be visible above the fold - and readable.

Will traffic be consistent from one week to the next? It's the visitors that convert... into signups. (Landing pages and copy don't convert, they just sit there). How will you compare apples with apples? Split the traffic, or is your traffic consistent enough from one week to the next?

LIMITED OFFER

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International Best-Seller
"The Millionaire Fastlane"
(plus 2 Bonus Chapters)

<image of book>

Enter your email address:

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Button colour: Orange
Text button colour: Black

NO full stops in any headlines - they "stop" people.

You can use three full stops to encourage people to read on...

Where the lines wrap in the main headline are important.

(See how those two lines above read uncomfortably? You expected the second line was going to be related to the first unfinished thought.)

Anyway, where the lines wrap in the main headline are important.

Try with and without the image of the book. I usually start without images to get a baseline conversion rate. For this offer though, I think the image of the book would likely help conversions so I'd start with it. If you're curious as to how much lift the image produces, then you can always test a variation without it.

Put the "Enter your email address:" into the field for the email address if you can (so that you don't repeat yourself by having "Email address:" in the field).

Play with font sizes, whitespace, bolding, underlining, UPPER CASE, Proper Case, lowercase, fonts, colours, etc. (Don't combine bold and underline. Italics are often harder to read, so I avoid them.)

Try with and without exclamation marks. They can look gushy/spammy.

Mix it up, but don't go overboard. If everything is shouting for attention, then nothing gets attention.



What's the initial "focus" point?

What should the eye focus on next?

And next?

Remember that the ONLY purpose of any element on a page is to

get people to move to the next element



The call to action copy should stand alone for people that just jump to it without reading the copy above the button.

For those who did read the copy above the button, the button copy just reinforces

what you need to do next,
and what result you will get


Split-test CTA copy that is even more explicit and starts with "Click Here"
e.g.

Click Here To Get Your 5 Free Chapters Now >>
or even

Click here to get your 5 free chapters sent straight to your inbox now >>



NO copy below the button. We want them to end up on the call to action...

With the ">>" at the end of the CTA copy leaving them feeling they need to do something - like click the damn button to find out what's next.

(See how the "..." above made you want to keep reading?)

Anyway, you want them to have a nagging feeling that they have left something unfinished if they leave the page without clicking the button...

Like some little splinter in their mind.


What is the thank you page afterwards btw? Can/do you try and make a sale immediately after collecting their contact details? Maybe some people are willing to buy there and then? Or is it instructions on what to expect next (check emails, whitelist you, etc)?



Subtle Variation:
(Careful with underlining though, as people often think it's a link to click.)

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Get 3 FREE Chapters of
International Best-Seller
"The Millionaire Fastlane"
(plus 2 Bonus Chapters)

<image of book>

Enter your email address:

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Layout Variation (two column):

Col 1

<image of book>


Col 2

LIMITED OFFER

Get 3 FREE Chapters of
International Best-Seller
"The Millionaire Fastlane"
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Enter your email address:

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​

EDIT:

1. There's a reason why Google doesn't allow caps in your AdWords ads. e.g. FREE vs Free. It increases clicks.
2. There's a reason why Google doesn't allow images to the left of your Adsense ads. It increases clicks on your ads. (People look at images first, then read right or down.)
3. There's a reason why Google doesn't allow "Click Here" in your AdWords ads...

EDIT 2:
Oops. This post started as a quick suggestion. A million edits later and I added my thought process into it. Hope it helps you MJ, and everyone else reading.

 

[Andy Black]

AdWords and Squeeze Pages

You have to be careful of the "information harvesting" policy when you try and send AdWords traffic to squeeze pages.

But it is possible.

Here's one I found earlier this evening after pm'ing @AndrewNC about NLP...


Search Term and Ad:




Landing Page:

 

[Andy Black]

Paid Search Landing Pages vs Facebook Landing Pages

When you get buyer traffic to your offer, then use an "assumed close".
Assume they are already searching with their credit card in their hand.

You don't need to sell to them, but get out of their way and let them give you their money.

This differs from FB traffic, where they might "like" something related to your product, see your "interruption ad", and click through to learn more.

For these visitors, you have to sell the idea of buying your product before you can sell the click on the buy button.

You DON'T have to sell the idea to someone who's searching for <product you sell>.

Presume they already want to buy one, and that they are comparison shopping.

Give 3 bullet point benefits of buying the product from you.

Then direct them to the buy button.




EDIT: A good example of an "assumed close" (have I made that up?) is someone walking into your bar. You just ask them "What will you have sir?", you don't explain how hot it is outside and how good an ice cold beer would feel on your parched tongue...

 

[MTF]

@Andy Black

Regarding your example with a squeeze page, it's 100% legit for Google because information harvesting is NOT the primary goal of this site. As you can see, they have navigation (so you can check out their other content) and they show their phone number (so you can call them - no need to sign up).

From what I researched, as long as your site looks just like the NLP example, you're going to be fine. They only disallow typical squeeze pages with no navigation, no about page, etc.

 

[Andy Black]

@Andy Black

Regarding your example with a squeeze page, it's 100% legit for Google because information harvesting is NOT the primary goal of this site. As you can see, they have navigation (so you can check out their other content) and they show their phone number (so you can call them - no need to sign up).

From what I researched, as long as your site looks just like the NLP example, you're going to be fine. They only disallow typical squeeze pages with no navigation, no about page, etc.

Yeah, the NLP one is a really good example of how to do it totally compliant. I don't even think that the leaky links will be a distraction (reduce conversion rates) ... so long as the visitor is starving.

It really matters on the niche too. I've done pages with hardly anything on them, and no navigation or links to other pages, and they've run fine. It's all down to what they perceive you to be doing.

This one below is one I had designed as a test for a client. It's lead capture, with Adsense ads on it too to "subsidise Adsense spend". (Google is ok with subsidising Adsense spend, but not with arbitrage. It's a very fine line, and likely depends on whether you get flagged and eyeballed, and who eyeballs you.)

Bear in mind it ran a few years ago so might not be compliant now.

For the wee test we did, we bought 150 clicks a day for about $11, had 50 emails sent through, had 50 clicks on Adsense to make back the $11, and 50 people obviously hit the back button.

EDIT: I'm planning on firing AdWords traffic at my blog and seeing if I can get signups. I'm not so worried about having the highest visitor-to-signup conversion rate possible. I'd prefer having the most motivated on my list, not "the most".

 

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[theag]

Simple Example of Using AdWords To "Validate"
Wordpress and Optimizepress to create 1 simple form-fill lead-gen landing for solicitors (built my little old me because their IT team was too slow).
Create/upload a campaign bidding on 40k UK locations and "solicitors".
Total time = 5 hours.
The next day, we spent £10 in under an hour (I set a budget of £10... lol).
We bought 13 clicks and 700 impressions.
We know that there were 4,000+ searches (impressions divided by impression share) in under an hour.
We know which locations have the most searches, and where the competition is (based on average position).
For £10 AdWords spend !!!

you're not serious right?

same for the adsense ads on a landing page.

and the millions of useless keywords you use.

these are all "worst practices". people reading these suggestions should be very careful.

 

[Andy Black]

Yes, be careful adding Adsense to landing pages. You don't want to fall foul of Google's "arbitrage" policies.

Saying that, Google does allow Adsense on landing pages.

The following post shows an extreme example of how being able to pay the highest CPC can get you traffic from the other ad positions: www.andyblack.net/the-adwords-merry-go-round

 

[Andy Black]

What's my strategy on Quality Score?

I was recently asked what my strategy was on Quality Score.

Unless your Quality Score is really bad, then don’t worry about it.


Quality Score is not even a key performance indicator.

CTR is a good key performance indicator, but even then it’s only an indicator of performance.

Real performance are things like leads, sales, revenue and profit.

IMO, Quality Score is a metric that Google has added in deliberately to muddy the water.

I was on an SEO course years ago and the instructor said that there was something in the Google TOS that you shouldn’t be using their search engine to make money from their organic listings. (Something like that, although I’ve never looked it up.) He said that a company in the UK had a few hundred people taking daily calls one week, and it dried up the next when they dropped off page 1. You can’t go back to Google complaining that you’re out of business if you were listed organically and then suddenly weren’t.

I know I’m simplifying.

It’s a different story if you’re one of Google’s paying customers using AdWords. Google can’t say that you shouldn’t use their search engine to make money. But they need a way to be able to change how the paid results are displayed, without us getting up in arms about it.

So they have this secret-sauce black-box metric that they can amend over time and cause advertisers campaigns to run better or worse… without us being able to complain to them.

We’ve had Google guys in our offices telling us about new features. At the end when they open the floor for questions someone *always* asks about Quality Score. I always laugh watching the Googlers shuffling from foot to foot, looking at each other, and then mumbling on about how it’s an algorithm to reward relevance and promote a good user experience, and that there a sooo many factors involved and that it changes all the time.

I believe them.

But I also think it’s there so we have no comeback on them, even though we’re a paying customer.



Still think Quality Score is a metric to get heated up about? Consider this:

1) Your historical Quality Score is not available in your account. Look at your historical keyword data, and you can see your impressions, clicks, cost, etc. But your Quality Score that will be displayed will be your current Quality Score. That requires EXTRA programming to hide it.

2) They can set your QS to 0, and when you ring your account rep in a panic and they confirm that you’ve made the changes they requested, they can set it back to whatever it was.

3) There’s supposedly a QS for the adgroup, campaign and account level. But they don’t tell us them.

4) A campaign can be a dud in one account, running with abysmal Quality Scores, but you can export the campaign out and import into a different account and it can run fine with average Quality Scores.

My advice… keep an eye on QS, but don’t worry about it.

Worry about stuff that you have more control over, and that allow you to increase your visitor LTV.

 

[Andy Black]

Just read these great articles about home pages and landing pages:

• http://www.getnirvana.com/media/homepage-design-mistakes
• http://www.getnirvana.com/media/landing-pages-that-convert

 

[Joe Cassandra]

(Originally posted here: www.andyblack.net/how-do-you-compete-against-massive-budgets)

How Do You Compete Against Massive Budgets?

I was recently asked “how to compete in local search with AdWords in a crazy hard category where there’s massive budgets?”

Without any further details, I hazarded the following guess…

When you say “massive budgets”, I presume you believe your competitors are spending without getting a positive ROI.

Obviously it happens… CEOs of big Law Firms might like to see themselves in position 1 above their competitors, even if it means they are paying an insane cost-per-click (CPC). It’s often an ego thing, but it also helps the Marketing Manager look good.

Also, a lot of businesses do that “branding” exercise where they just want to be seen. Direct response is alien to them, and yes, they have a “budget” that they need to spend to get a bigger budget next year.

Another issue is that most bricks and mortars businesses don’t have any tracking in place to work out their return-on-investment (ROI) on AdWords spend anyway, and they’ve outsourced their campaign management to agencies who gets a % of the AdWords spend as their revenue. Not really conducive to running profitably is it?

So how would you compete against these massive, slow moving, “what’s a landing page?”, budget mentality giants?

… when you’re an agile, aggressive, ROI driven, direct response attack dog?

(Is that a leading question?)



Play to your strengths.

Find the weak underbelly in the market, and focus all your resources there.

Move quicker, iterate more often, fail faster, be more agile.



Build narrower funnels.

Go very very narrow. Make sure your ad CTR is better than theirs, and keep improving it. Use all the available weapons you can… sitelinks, call extensions, extended headlines, social extensions, reviews, etc.

Then, to afford to bid more, you’re going to have to increase your earning-per-click (EPC) – because if your CPC is higher than your EPC, then you’re going to be negative ROI right?

How do you increase your EPC?

Increase your conversion rates for starters.

If you get more conversions for the same spend, then your profits and margins are higher. Your cost-per-acquisition (CPA) has also fallen, so you can push bids to get back up to your previous CPA.



Build deeper funnels.

Turn buyers into repeat buyers (aka customers).

Make ‘em happy so that they bring their friends and become referrers for you.

Increase average visitor life-time-value (LTV)
…by adding more and more value.

Keep fixing leaks, and increasing LTV, and ratcheting open the tap at the top of the funnel (pushing bids).



So in summary, forget wide and shallow funnels, and build narrow and deep ones instead.

Get profitable somewhere, then rinse and repeat.

What if your product is something someone could also find on Amazon/Target etc.? Are you going to have to pay that much more just to be in the #1 slot on the SERP?

Would going MEGA-narrow increase the chances of beating out people just clicking over to the "Shopping" amazon results in SERP compared to yours?

 

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[Andy Black]

[ST-AD-LP Review] "gadget insurance" (UK)

Below is a review of a competitive online search term.

I do this type of analysis for clients, and for myself when I'm reviewing the competitive landscape.

Many of the landing pages are bleeding awful, and these guys should know better.

Andy

 

[Andy Black]

What if your product is something someone could also find on Amazon/Target etc.? Are you going to have to pay that much more just to be in the #1 slot on the SERP?

Would going MEGA-narrow increase the chances of beating out people just clicking over to the "Shopping" amazon results in SERP compared to yours?

Oops. Missed this.

Going narrow basically means focusing in on a handful of search terms, and putting all your resources behind them. Lovingly crafting the most relevant ad that you can, that stands out against the competition. Studying the competitors landing pages (like in the post above actually), and taking the best from each of the best.

When you actually study all the ads and landing pages for each search term, you'll often find there's a lot of weak ones. It doesn't mean you can automatically get a decent ad position for the CPC you can afford, but if you put 100% of your effort somewhere that your competitors are not really looking at, then you've a better chance of making headway.

Not sure that answered your question Joe...

 

[nzerinto]

Below is a review of a competitive online search term.
I do this type of analysis for clients, and for myself when I'm reviewing the competitive landscape.
Many of the landing pages are bleeding awful, and these guys should know better.

Thanks for taking the time to do this Andy, very valuable seeing how you look at things (compared to me) and where I can find areas for improvement...Cheers!

 

[Andy Black]

Thanks for taking the time to do this Andy, very valuable seeing how you look at things (compared to me) and where I can find areas for improvement...Cheers!

You're welcome. Any input or observations I missed?

 

[TedM]

Any input

Hi Andy - just a question: since i am out of my geographically targeted area, how do you suggest I look for the competing ads? http://www.semrush.com/ is the only thing i can think of. (IP masking, at least the free tools, i find unreliable).

many thanks!!

 

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[Andy Black]

Maybe the AdWords ad preview tool?

 

[MTF]

Hi Andy - just a question: since i am out of my geographically targeted area, how do you suggest I look for the competing ads? http://www.semrush.com/ is the only thing i can think of. (IP masking, at least the free tools, i find unreliable).

many thanks!!

VPN. Free version of https://www.surfeasy.com/ should be enough for you.

 

[TedM]

VPN. Free version of https://www.surfeasy.com/ should be enough for you.

i'll try that. i found w/one of these in the past that it gave weird IP's, not necessarily from the USA

 

[TedM]

AdWords ad preview tool

that didn't help me, actually. it just told me that my ad is running for the terms i entered and it didn't give me a google results page for the USA, my target market, rather only for Israel, where i am (and i changed to google.com, etc.)

 

[Andy Black]

Drop in a screenshot. That doesn't seem right.

that didn't help me, actually. it just told me that my ad is running for the terms i entered and it didn't give me a google results page for the USA, my target market, rather only for Israel, where i am (and i changed to google.com, etc.)

 

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[MTF]

i'll try that. i found w/one of these in the past that it gave weird IP's, not necessarily from the USA

Choose an IP from the US and it will work for you. I know, because I used it and "what is my IP" sites confirmed I had an IP from Los Angeles, CA.

 

[TedM]

Drop in a screenshot. That doesn't seem right.

sent.

 

[Andy Black]

The Need For Speed

Performance is revenue, cost, profit, ROI

Key Performance Indicators (for paid search) are Estimated Impression Pool (available searches), Impression Share, Impressions, Avg Pos, Clicks, CTR, Conversions, Conversion Rate, Average-Life-Time-Value.
(These are metrics, and calculated metrics.)

(Do not confuse Key Performance Indicators (KPIs) with Performance.)

Dimensions are product, location, device, network, etc.
(You filter or aggregate by these.)

Over time, analyse trends, including day-on-day (DOD), week-on-week (WOW), and month-on-month (MOM) comparisons/trends.

You can't acquire knowledge until you have data though.


Methodology

Use a continuous cycle of improvement:

To convert Data into $$$ as below:

Observe...

Notice something about the "Measure -> Report -> Analyse -> Act" cycle?

At the Measure step, the results from the previous cycle is the data for the next cycle.

This is VERY important.

Being “data driven” and “results focused” means the same thing.

It’s why they say “you can’t manage what you can’t measure”.

Be damn careful what you measure, because that’s what you’ll be working to improve.

(BTW... I hate the "data driven" mentality. "Data informed" should be more like it.)



Conclusion

Marketing can be seen as a "knowledge based" project.

A common bottleneck is knowledge acquisition.

The way to overcome it is to be agile... both agile in development and agile in marketing.

That means speeding up your iterations... cycling through the loop faster.

LAUNCH AND LEARN

(Just move faster dammit! )
​

 

[csalvato]

Marketing can be seen as a "knowledge based" project.

A common bottleneck is knowledge acquisition.

The way to overcome it is to be agile... both agile in development and agile in marketing.

That means speeding up your iterations... cycling through the loop faster.

This is an awesome point.

From where I stand, this truly means that you should be focused on the knowledge acquisition part exclusively, and should stop wasting time with other stuff that isn't knowledge acquisition.

In more practical terms, focus on reading, analyzing and understanding. Hire other people to do the implementing and testing. You just look at the results and draw conclusions to fuel the next big idea.

Being in the trenches makes sense at the beginning, but not much after that.

That's my opinion, I wonder if you agree...?

 

[Marcel1986]

@Andy Black
I want to say Thank you first ! I´ve nearly read all your posts about adwords and i gave me a great overview how to use it the most efficient way. ! Awesome tips !
Now i wanted to start my first campain and did some research for keywords i could use. I used Keyword planner and it´s ideas for keywords suggestions.
I see a lot of "small" keywords which have a monthly search volume of 300-500 for example.
But the thing i don´t understand is
The proposed bid sometimes is a few cent so i guess someone is bidding on this keyword and in order to become listed i need to pay more then this, or around this !?
Sometimes there is " - " so i guess nobody is bidding on this keyword and i could bid the Minimum on it to be listed !?
Second: Google always says: possible impressions is 0% why is this ? If i understand it correctly this means there is no chance to get an impression when i buy this keyword !?

I´m a little bit confused and added this screenshot. Sorry that it´s in german, but i guess you get the point.
Thank you !!

 

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[csalvato]

@Andy Black
I want to say Thank you first ! I´ve nearly read all your posts about adwords and i gave me a great overview how to use it the most efficient way. ! Awesome tips !
Now i wanted to start my first campain and did some research for keywords i could use. I used Keyword planner and it´s ideas for keywords suggestions.
I see a lot of "small" keywords which have a monthly search volume of 300-500 for example.
But the thing i don´t understand is
The proposed bid is sometimes a few cent so i guess someone is bidding on this keyword and in order to become #1 i need to pay more then this !?
Sometimes there is " - " so i guess nobody is bidding on this keyword and i could bid the Minimum on it to be listed !?
Second: Google always say possible impressions is 0% why is this ? If i understand it correctly this means there is no change to get an impression when i buy this keyword !?

I´m a little bit confused and added this screenshot. Sorry that it´s in german, but i guess you get the point.
Thank you !!View attachment 8453

Answer these questions for this guy for free then put the answer in an ebook for your audience and charge them $15 for it

 

[Andy Black]

This is an awesome point.

From where I stand, this truly means that you should be focused on the knowledge acquisition part exclusively, and should stop wasting time with other stuff that isn't knowledge acquisition.

In more practical terms, focus on reading, analyzing and understanding. Hire other people to do the implementing and testing. You just look at the results and draw conclusions to fuel the next big idea.

Being in the trenches makes sense at the beginning, but not much after that.

That's my opinion, I wonder if you agree...?

Interesting conclusion. I hadn't taken it that far.

Maybe it's because I've the analytical background, and/or maybe it's because there's so much data being acquired when I'm running AdWords campaigns, but I've found that I move waaaay faster when I'm doing the implementing and testing too. i.e. I spot something that looks "odd" in the account, can deep dive into the numbers, come up with a hypothesis as to what is happening, and can then instantly take action and amend campaigns, or build new ones - to try and prove or disprove my hypothesis.

Because I'm not handing back and forth with someone else, I don't have the "Report" step.

So for me, the cycle goes from
"Measure -> Report -> Analyse -> Act"
to
"Measure -> Analyse -> Act"
which I think is exponentially quicker.

All business owners do (or should) keep a very close eye on their metrics. Often they can spot something different happening that someone else who isn't the business owner couldn't.

I suspect that if I were to grow my business, a lot of the implementing and testing would still be done by me because I can move quicker, and get different insights than if I farmed that out. Once I've found an angle, then I'd delegate the management.

Not sure that answered you Chris!

I will think more on this though. Good question.

 

[Andy Black]

@Andy Black
I want to say Thank you first ! I´ve nearly read all your posts about adwords and i gave me a great overview how to use it the most efficient way. ! Awesome tips !
Now i wanted to start my first campain and did some research for keywords i could use. I used Keyword planner and it´s ideas for keywords suggestions.
I see a lot of "small" keywords which have a monthly search volume of 300-500 for example.
But the thing i don´t understand is
The proposed bid sometimes is a few cent so i guess someone is bidding on this keyword and in order to become listed i need to pay more then this, or around this !?
Sometimes there is " - " so i guess nobody is bidding on this keyword and i could bid the Minimum on it to be listed !?
Second: Google always says: possible impressions is 0% why is this ? If i understand it correctly this means there is no chance to get an impression when i buy this keyword !?

I´m a little bit confused and added this screenshot. Sorry that it´s in german, but i guess you get the point.
Thank you !!View attachment 8453

Thanks Marcel.

Short answer to your question: take Google's stats with a pinch of salt. Load the campaigns yourself and buy some actual data. You don't need to spend much... bid low at first to count impressions and get a few clicks.

This post might help: https://www.thefastlaneforum.com/community/threads/newbie-mistake-1-limited-by-budget.52616/

 

[Andy Black]

Answer these questions for this guy for free then put the answer in an ebook for your audience and charge them $15 for it

Haha. I like your style.

I've shelved eBooks (pun intended) for the moment while I focus on some lead gen ideas.

I might even drop one of my paid ones into TFLF rather than have it sit gathering dust on my eShelf.