How Google WorksExtra BenefitsBeating AdWordsGoogle Analytics

Mike Rhodes WebSavvy.com.au

80/20

Competitive bidding process

$

$

extra benefits

control costs

testing

keywords

control costsOnly pay when someone

clicks

Cost per sale is very low

Easily control costs (macro &

micro)

The better you get - the

cheaper it is!

testingE. Haldeman-Julius

Direct Mail: 5 books for $1

Sale based only on book title

Prostitution in the Modern World

129,500

Prostitution in the Ancient World

84,500

Mistresses of Today 52,500

Women who have Lived for Love

24,000

The Evolution of Marriage 20,000

Little Blue Book Titles

#1

3.75 %

0.64 %

Want Amber Jewelry?Genuine Baltic Amber!Quality Jewelry at Great PricesAbbeysAtticJewelry.com

Shop For Amber JewelryGenuine Baltic Amber!Quality Jewelry at Great PricesAbbeysAtticJewelry.com

#2

3.69 %

0.28 %

Solve Wooden Puzzles?Wooden Puzzles and Brain Teasers!Extensive Selection – Great PricesFrik-n-Frak.com/Wooden-Puzzles

Frik-n-Frak’s Curio ShackPuzzles and CuriositiesCheck out our quality selectionwww.friknfrakscurioshack.com

#3

6.76 %

4.72 %

Wire PuzzlesWire Puzzles from Simple to Hard!On Sale Now at Frik-n-Frak’sFrik-n-Frak.com

Good at Wire Puzzles?All Handcrafted in the USA!On Sale Now at Frik-n-Frak’sFrik-n-Frak.com/Wire-Puzzles

#4

19.11 %

29.60 %

Want Accordion Straps?High Quality Accordion StrapsFrom $24.95 with free shipping!AccordionStrap.com

Need Accordion Straps?High Quality Accordion StrapsFrom $24.95 with free shipping!AccordionStrap.com

testingTiny changes -> massive

differences

Domain Name Membership Site

Topics for eClasses & Articles

Title of next eBookor next Product

keywords

keywords

keywordsNumber of Searches

keywords

keywordsShow me the Money!

keywords

keywordsVisitors tell us which are

winners Spend more on the

winners

Optimize (SEO) the winners

Use winners as article titles

Beating AdWordsRelevance

Great AdsLanding PagesQuality Score

Google SlapWhat is it?

How to avoid it?What factors affect it?

Relevance

Great AdsUse Keywords from

GroupHeadlines: Questions,

QuotesUse Action verbs

Keywords in Domain Name

Account StructureAccount settings: billing, email, alerts

Campaign #1Campaign #2

keywords

keywords

keywords

AdGroup1 AdGroup1

AdGroup2

AdGroup3

Lots of keywords

Account StructureAccount: Pet Store

Campaign: Cats ($5/day)Australia & NZ, Google Only

Campaign: Dogs ($10/day)Australia, Google + Search

Dog for sale

Dog leads, dog collar

Dog training dvd

AdGroup: cat training AdGroup: dogs for sale

AdGroup: dog extras

AdGroup: dog training

Cat training dvdTraining cats dvddvd train catdvd training cats

Account StructureAccount: Pet Store

Campaign: Cats Campaign: Dogs

Dog for sale

Dog leads, dog collar

Dog training dvd

AdGroup: cats for sale AdGroup: dogs for sale

AdGroup: dog extras

AdGroup: dog training

Cat training dvdTraining cats dvddvd train catdvd training cats

Landing Page Checklist

Unique, Relevant & Substantial Content

Fulfil the Promise made in the Ad

Easy to Navigate – Make it Easy!Domain: age + use of keywords

Privacy policy, Terms of UseClear call to action

Minimal Ads

Quality ScoreWhy important?

What factors affect it?

How to improve it?

AnalyticsYou can’t manage

What you don’t measure

The Sales Process – Where are the holes?

Where does the money come from?

How many Sales per Day?

Value per Visit, for each Ad Position

Thank You