Affiliate Millions: Make a Fortune using Search Marketing on Google and Beyond
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But keep in mind, you want to use it only when it isappropriate. Dis-closing that there is a registration process customers must go. If your conversion rate is higher, this should more thanoffset the burden of a lower click-through rate. You are free to put a positive spin on this in your ad, of course.
Also keep in mind that proper grammar and sentence struc-ture might not always make for the most effective ad when youare working with such limited space. Occasionally, abbreviationswill give you the extra few spaces you need to complete a moreeffective sales pitch. Grammatical errors such as capitalizing thefirst letter of certain words in the middle of the sentence can addemphasis where you want it and when you would otherwise beunable to.
Using your search terms in the heading and text of thead can also improve performance.
- Affiliate Millions: Make a Fortune using Search Marketing on Google and Beyond.
- Affiliate Millions: Make a Fortune Using Search Marketing on Google and Beyond.
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Very small differences some-times set one ad apart from another and make the crucial differ-ence between two similar ads. Select Your KeywordsKeywords are the search terms you want that will trigger the dis-play of your ads when search engine users enter them into asearch. Choosing relevant keywords for your ads is critical totheir success. An ad for a specific product will likely be most suc-cessful if runs only when the user is searching for that specificproduct, so a very narrow list of keywords can be important.
Anad for a range of products, however, will require a broader list ofkeywords to really succeed. You will find as you progress thatsuccessful ads focusing on individual products will have widerprofit margins but a lower overall volume of click traffic, whereas. Creating Search Marketing Campaigns 95successful ads with a broader focus will have tighter profit mar-gins but will generate higher volume. Selecting Keywords for Narrowly Focused Ads. The narrowlyfocused keyword selection process for ads promoting specific itemsis fairly simple. Selecting Keywords for Broadly Focused Ads.
The broadlyfocused keyword selection process for ads promoting a brand lineor a whole product market—say digital cameras, for instance—is much more complex. Rather than spending hours brainstorm-ing, trying to come up with dozens, or even hundreds, of appro-priate keywords, I recommend using a keyword selection tool ofsome kind. Most search engines, including Google, offer such atool. By entering in a word or phrase, like digital cameras, you willreceive a list of sometimes hundreds of related keywords.
Pleasedo not attempt to use them all without reviewing them first. Many will be less relevant than you would hope, and some maybe far too specific for your broadly focused ad. But if you slowly. T I P : If you are looking for a professional version of a keyword sugges- tion tool, Wordtracker www. Word- tracker collects actual search terms that have been submitted to not one but a collection of multiple search engines through the search ser- vice called Dogpile www.
Dogpile lets users conduct searches on many different search engines at the same time.
Its database of million search queries is available to Wordtracker users, and when you receive results, they are ranked by how fre- quently they appeared in search engine queries in the recent past. It can be hard work to set up large numbers of narrowlyfocused ad groups, and you might have to set up dozens beforethey collectively approach the volume level of a single broadlyfocused ad, but the higher margins might be worth the extraeffort. If you concentrate on broadly focused ads, the volume willbe much easier to generate, but narrower margins might mean lit-tle or no actual profit.
There is a way, though, that you can some-times have your cake and eat it too. A few search engines Google is one of them offer an oftenoverlooked feature that allows you to dynamically insert key-words into your ad text and, even more important, your destina-tion link. This means thatyou can write a broad-appeal ad and use the keyword insertionfunction to customize that ad to match the search terms the user.
Even better, you can customize thedestination link—with some affiliate programs—to dynamicallypass the search terms along to the affiliate site, so it can serve upexactly what the user was searching for in the first place. By writ-ing a single ad and collecting a much looser selection of keywordsinto a single ad group, you can get much of the benefit of nar-rowly focused ads without the labor-intensive process of creatingdozens or more of ad groups.
I give an example later in thechapter when we set up our first campaigns. Each keyword you select also needs a matchingoption. There are four basic types, though sometimes searchengines call them by different names. They are broad match, phrasematch, exact match, and negative match. Broad Match. A broad match designation means that if your key-word or keywords appear anywhere in the search terms used,your ad will be considered for display on the results page.
You can see how using broad match could hurtyour efforts to display your ad only in front of the most relevantaudience possible. However, if you believe the overwhelming majority ofsearches using your keyword are in fact relevant, you couldsafely use broad match, along with a just few negative match key-words to weed out the irrelevant searches.
Affiliate Millions: Make a Fortune using Search Marketing on Google and Beyond pdf Download
I talk about negativematch in a minute. The phrase match designation means that if yourkeywords appear, in order, anywhere in the search terms used,your ad will be considered for display on the results page. Exact Match. This designation means that your ad will be consid-ered for display on the results page only if your keyword orwords exactly match the search terms.
As a search marketer, I believe that broad or phrasematch combined with some negative keywords is probablyalmost always going to work better than exact match. Negative Match. This match type is a little different than the oth-ers in that it affects all the other keywords in your ad group orcampaign, if you use campaign-level negative match.
Any wordyou add to your keyword list with a negative match designationwill cause any other keyword in your list not to trigger your ads ifthe search term also includes the negative keyword. Some search engines, like Google, will use broad match bydefault, while others default to exact match. Either way, you need. Creating Search Marketing Campaigns 99to decide for yourself which matching option is right for eachkeyword and keyword phrase. I provide some examples later inthe chapter when we actually build some campaigns.
Bidding on KeywordsAdding a keyword to your ad group does not guarantee that yourad or ads will always be shown when that keyword is used in asearch query. In fact, when you are advertising affiliate programs,chances are that several other search marketers are promoting thesame program you are and will often select many of the samekeywords as you. Part of that competition is bidding. Ifyou are willing to pay more than your competition, your ad willhave a better chance of being shown more often—and in a betterposition. On some search engines, the bidding process is all that deter-mines who wins and who loses, but with the performance-basedsearch engines I recommend, there is another factor: ad perfor-mance, as measured by your click-through rate CTR.
As I men-tioned in Chapter 3, an ad with a higher CTR may appear moreoften and in a better position than an ad with a lower CTR, with-out necessarily costing you more. You can bid on individual keywords or use a default bid for anentire ad group. Theoretically, bidding on each keyword individ-ual could allow you to optimize your return for every keywordyou use. Of course, you would have to track the performance of. Finding the perfect bid amount is a subject I discuss in Chap-ter 9. If, for example, the EPC is 4. Cautious or aggressive bidders mightstart a little lower or higher depending on their comfort level,perhaps trusting more in their budget maximum to protectagainst a dramatic financial loss.
I myself will often bid twice the average return. Creating Search Marketing Campaigns returns. I do not recommend you start like this, but if you meetwith some success, you may begin to set your initial bids moreaggressively over time. I will walk you through actually setting these bids very soonnow, when we set up our first campaigns, but first we have onelast subject to discuss.
Namely, setting our daily budget. Budget MaximumsA budget maximum is a limit on the amount of money you canspend in a particular period of time, such as a month or a day. Thefirst rule when setting your budget is to not budget more thanyou are actually willing to lose. Some ads do perform well rightout of the gate in terms of click-through rate and volume, but thatdoes not mean they will convert well and earn commissions foryou.
It is entirely possible to spend thousands of dollars in a fewshort hours and then discover later that you generated no com-missions whatsoever. In fact, it has happened to me, and the experience almostcaused me to quit the business altogether, just weeks before Ibegan to strike it rich. Set your budget high enough to generatesome traffic to analyze, but never set it higher than the amountyou are actually prepared to spend.
In the beginning, think of anad budget as a sort of safety valve. Once an ad proves it can earn you moremoney per click than it costs per click to run it, go ahead and openup that valve as wide as you like—or can afford. But with a newand unproven campaign, use that safety valve to protect yourself. The figure you enter for a daily budget can be. By the end of this chapter, your first searchcampaigns will be up and running. AdWords Home PageThe sign-up process is tied very tightly into the process for settingup your first campaign and ad group, as you will see in amoment. I will let you know when you are working on your firstcampaign and when you are simply selecting accountwidesettings.
Sign Up Now. Ifyou already have a Google account, you can sign into AdWordsusing your existing user name and password, but for this exam-ple I will assume you are new to Google and walk you throughthe process of signing up as well. Creating Search Marketing Campaigns Figure 6. Choose Edition Here you must select from one of two choices. Starter Edition. The Starter Edition is for advertisers adver- tising a single product or service.
Google recommends it for those who are new to Internet advertising, and you can move up to the Standard Edition at any time. Standard Edition. As an affiliate advertiser, you will be starting a number ofcampaigns for various different affiliate programs, so you shouldselect the Standard Edition before clicking Continue, which willbring you to the Identify Customers page see Figure 6. Identify CustomersThe Identify Customers page is actually the start of setting upyour first campaign, so be aware as you fill it out that you willwant to choose the languages and locations that are appropriatefor the affiliate program you have decided to join.
Target Customers by Language. Here you will select the lan-guage or languages your target customers speak. Target Customers by Location. Here you will decide to targetyour customers by country and territories, regions and cities, orchoose a customized area within a certain radius of a location youchoose. Target Customers by Country or Territory. When you are fin-ished, click Continue to go to the Create Ad page see Figure 6. Create AdThe Create Ad page is where we build our first ad.
There are fivecomponents to these four-line ads, as you can see in Figure 6. The ad headline may be up to 25 characters long andshould appropriately represent what you believe the searcher islooking for based on the keywords you plan to bid on. Figure 6. Note that thefull keyword insertion code includes the word shopping. This willbe the default word used in the headline should the search term beunable to display due to the length or for any other reason. Description Line 1. In the first line of the description, I usuallyexpand on the headline with a reason or reasons for the user to.
Ad Title ii. Ad Text iii. Display URL iv.
AFFILIATE MILLIONS: MAKE A FORTUNE USING SEARCH MARKETING ON GOOGLE AND BEYOND
Destination URL h. Choose your keywords i. Pricing i. Set bid amounts, and set or modify the monthly budget j. Submit Order Chapter 7: Reporting 7 pp. Affiliate Reporting a. Commission Junction Reporting i. Select Report Type ii. Select Time Frame iii. Report Totals B. Search Reporting a. Google Adwords Reporting i. Report Totals C. Why Create a Web Site B. How Do I Start? Identify your goals. Decide on what type of site you want. Organize your site. Determine your budget for your site. Create a timetable and stick to it.
Hobbies and Interests. Institutional Web Sites. Informational Web Sites. Publishing Creative Work. Image Advertisements. Banner Advertisements. Rich Media Ads. Text Advertisements. Where Should I Place Ads? Sales Web Sites. Content Web Sites. Encouraging Repeat Visitors. Generating Multiple Commissions from a Single Visitor. Designing a Web Site a. Have Something to Offer. Try to Make Your Content Unique. Keep Your Links Up to Date. Finding the Right Software. Securing Domain Names. Analyzing Traffic to Your Web Page.
Submitting Your Site. Tweaking Your Title Bar. Adding Keywords. Get Other Sites to Link to Yours.
Keep Your Site Updated. Rewriting Your Headings and Body Text. Why Monitor Performance B. Performance Monitoring a. Cost-Per-Click ii. Earnings-Per-Click iii. Return-Per-Click b. Projecting Costs ii. Projecting Earnings iii. Projecting Click Volume iv. Calculating the pRPC C. Performance Tuning a. Tuning Your Keywords b. Tuning Your Bids c. Tuning Your Ad Text d. Tuning Your Budgets e. Tuning to Meet Performance Goals f.
Campaigns with Multiple Ad Groups g. Common Mistakes a. Bidding Blunders i. Maximum Bids ii. Maximum Daily Budget b. Client Compliance Guidelines c. Bad Links i. Broken Links ii. Missing Tracking Code d. Editing or Deleting Successful Ads e. Changed or Cancelled Program Terms B. Appendix B: Affiliate Resources 4 pp.
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Affiliate Millions For more than a decade, the Internet has allowed people to make substantial amounts of money on both a full-time and part-time basis. About the Author Anthony Borelli made the move from corporate employee to self-employed affiliate marketer in late He joined several companies' affiliate programs and immediately began paying for and placing ads on their behalf with Google and other well-traveled search engines.
In only his first full year of business , he made over a million dollars on Google as a search marketer and affiliate advertiser, and repeated this performance in Borelli has acquired vast experience in composing ads, evaluating results, and maximizing profits, and is eager to lead other entrepreneurs to the same kind of success.
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