Google Adwords is, at time of writing, the most popular
pay-per-click advertising program on the internet and
including Adwords in your marketing strategy has many
advantages, some of which are obvious and others are not.

First - your ad is displayed immediately, which means you
get instant exposure for your product.

If you waited for your site to be listed in the search
engines it could take months, and then you could be listed
in position 682 on page 68, which of course would mean no
one would even know your site existed.

With Adwords there is no waiting. Basically you can begin
to driving visitors to your site and making sales in as
little as 5 minutes.

Second - your audience is highly targeted to your market.

With Adwords you are in complete control of exactly who
gets to see your ads and who doesn’t through the keyword
search terms you use in your campaign. You can choose to
make your keyword phrases as tight or as broad as you want.

Naturally the more targeted you make your keywords the
less traffic you will receive, but by doing this you know
that your visitors will be laser targeted potential
customers who are willing to fork out a few bucks to get
what they want.

Third - Adwords allows you to run several campaigns
simultaneously, so you can test the results and experiment
on the fly to constantly improve the quality of your ads or
sales copy to increase sales.

Testing is the one of the cornerstones of creating online
success. The more you can test, track and tweak every
element of your business, the more successful you will be.
With Adwords you can even track the “conversion rate,” or
the actual number of sales generated by your ad. This is
precision marketing.

Now all these advantages are great, but if you’re if
you’re promoting an affiliate product there is one single
element of your marketing strategy that you MUST implement
to get the maximum benefit from your campaign…

If you sending your visitors to an affiliate website, make
sure that your Adwords link takes your visitors to YOUR
optin page. This way you can first convince them to signup
to YOUR list BEFORE you send them to an external page.

Listen. You’ve done the hard yards finding the right
keywords. You’ve worked hard to setup your campaign. You’ve
paid good money to grab their interest…

…so why on earth would you simply send them to someone
else’s page where they can get their contact details so
they can sell them a backend product at a later stage? You
get absolutely no benefit in doing this, so if you do
nothing else, at the very minimum you must at least try to
get them to on your list.

If you can get their details prior to forwarding them to
an affiliate site, then if they don’t make a purchase
you’ve still got a chance to make additional contact with
them at a later stage to convince them to make a sale.

Whether or not you choose to use Adwords in your overall
strategy is up to you, but using this as part of your
overall marketing can significantly improve your exposure…
and your profits. So it’s worth considering.

Have a great week

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You’ll like this one…

Here’s a brand new inspirational ebook written by Martin
Franzen. Get it for free now!

The 7 Ultimate Success Secrets

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The 60 Second Weekly Tip…

As you may already know, following up with your potential
customers is the key to creating a solid online business.
And one the most effective ways of doing this is with a
multi-part autoresponder series.

The problem is that not everyone is gifted with writing
skills so they find it difficult to create a 7-10 part
series. Well if this describes you, then I’ve got good news
for you… you don’t have to!

All you need do is contact six other website owners and
ask them to contribute one unique article each about your
chosen topic. Allow them to each add their own resource box
at the bottom of their article and then combine these with
your own article to create a unique AR series.

Naturally you would allow all the website owners to send
this AR series to their own lists and when this happens you
have a captive audience much larger than your own list.

So not only are you building credibility by providing
quality content, you are also getting additional exposure
from the promotions of the other
website owners.

This is an excellent strategy to build your list and to
gain credibility without any extra work on your part.

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For your enjoyment (and information), here is this week’s
quick trivia question…

What 15-letter word contains the letter ‘E’ five times and
no other vowels?

As usual the answer can be found later in the newsletter.

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Featured Article
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Testing Your Way to Success!

I’ll say this once, and once only. It is imperative that
you continually track and test all aspects of your online
business, including your ad or sales copy. Failure to do
this results in loss of potential profits!

In order to create the most effective ad copy for your
business you need to experiment with whatever it is you are
testing.

For example, if you are testing and tracking your sales
copy you should start by changing and testing different
versions of the headline, or tweaking the design or
altering the layout of the page. And most importantly, you
need to be tracking your advertising.

The only way you can measure the results of your testing
is to track all your changes, so naturally you should be
implementing ways you can do this, such as using tracking
software or something similar.

Ok. Now that you know the importance of testing and
tracking, let’s look at how you can do this…

Changing the Copy…

As already mentioned above, the most important part of any
ad or sales copy is the heading. So the first thing you
should test is the heading.

Try using different key words in your heading. Just
changing a single word can have a significant effect on the
response rate. Use different emotional trigger words to see
which combination is most effective.

It really is as simple as test different versions to find
the most effective wording. You may be surprised at how a
small change can sometimes have a major impact on your
results.

You could even add a video or audio to your site to see if
this increased results. With video and audio becoming so
popular this is a no-brainer and you definitely be testing
this to see if it works on your site.

Tweaking the Design…

Studies have proven that simple things such as the type of
font you use on your pages can influence the decisions of
readers. So knowing this you need to test even the smallest
of details such as using different font styles, font sizes
and font colors.

Emphasize important words and phrases by placing them in
italics, or making them bold, or sparingly using
underlining or highlighting important phrases. Add a
border, a different border color and/ or a different border
style.

Here’s a big tip that most people are unaware of… header
images can reduce your profits!

That’s right. Test’s that have been carried with and
without header images using the exact same sales copy, the
exact same design, the exact same product. Nothing else was
changed yet on most occasions the page without the header
outperformed the page with the header.

Know your own results may prove different, and maybe the
product you’re promoting is better suited to having a
header image. But until you test you will never know. It
just may be that you are leaving profits on the table
without even knowing it.

Try different combinations of all these things to find out
which combination works best.

Altering the Layout…

Rearrange the components of your page to see if it affects
the response rate. Add a short testimonial or two to see if
that has any effect. Try adding more than one order link.
You could even test different navigation links to see if
this makes a difference.

Here’s one that you may never have thought of…

If you have a capture page, which you should have, try
adding more than one subscription box on the page. My tests
have proven that by strategically adding a box above the
fold of the page, as well as at the bottom of the page,
significantly increased opt-in rates.

Test this on your own pages and you may just be surprised
with your results.

Tracking Your Advertising…

It is of utmost importance that you track the response
rate for any adverting without exception. As a successful
online marketer you need to know where you get the best
bang-for-your-buck.

Once you find a source that gives you good results, it’s
just a matter of repeating and improving the whole process.
But unless you know what results you are achieving, this is
not possible.

In order to maximize your profits you need to know what
works and what doesn’t. You need to know what components of
your ad copy works and which don’t. You need to know where
your traffic is coming from.

You may get traffic from an ezine ad, from a forum post
and from a banner ad. One of these sources may bring you a
significant amount of traffic, but if you’re not tracking
them how will you know which of these you need to focus on
so that you can repeat the process?

The bottom line is that you can only find this out by
testing and tracking. And as only about 1% of your
competitors are testing and tracking their online business
you will have the edge over the other 99% of marketers.

I use and highly recommend AdTrackz for this purpose.

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This Week’s Trivia Answer
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Here’s the answer to the trivia question I asked earlier…

What 15-letter word contains the letter ‘E’ five times and
no other vowels?

The answer… Defencelessness.

Did you get it right?

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Off-Line Marketing Strategies
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How to Write an Effective Printed Newsletter!

Printed newsletters are a really easy way to contact your
prospective and current customers. They can even increase
your sales while reducing advertising costs. A printed
newsletter also has a much higher perceived value and is
more likely to be passed around to prospective customers.

Research shows newsletters get four times the readership
of adverts or brochures, and customers are seven times more
likely to buy from you than an average member of the
public.

A good newsletter can improve name recognition and brand
awareness, establish your authority in your field and
differentiate your business from the competition.

Make the layout of your newsletter inviting. If it
contains long-winded paragraphs it may seem hard work to
read. Break up the copy with plenty of space and keep
articles short.

Use intriguing titles or ones that suggest the article
provides quick and easy shortcuts. Also use photographs or
images on the cover to draw people’s attention.

Choose your articles carefully so that each one promotes
the correct image of your business. Decide whether the
article is to reflect your expertise, customer care or some
other aspect of your business.

If you are not sure which areas are important and of
interest to your customers slip a survey into your
newsletter and ask your readers what it is they want to
know. Let’s face it. They’re the one’s most qualified to
tell you what it is they need to know.

Get a balance between generic articles that would be of
interest to your wider client base and those specifically
about your products and services. But don’t forget to check
that the views expressed in articles are unlikely to offend
your customer base.

Try to keep copy simple and as jargon free as possible.
Use short sentences. Involve the reader by asking
questions. How could your business benefit from this
advice?

A profile of a customer can show how your product or
service is used, the results that it can produce, why
someone would purchase from you, and what they are planning
to do in the future with your assistance. If they are
prestigious clients the article will give a positive
reflection of your business as well as providing them with
some useful and free PR.

It has been proven that off-line marketing has a higher
success rate than that its online equivalent. Yes, cost can
be higher than traditional online marketing and this is why
many people do not use this strategy. But if you can afford
the extra expense, it is not unusual to have a high
conversion rate, so the extra costs may be justified.

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That’s a Wrap for this Week
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That wraps up another week’s newsletter and I hope you
enjoyed this issue.

Don’t forget to send me any comments or questions you
may have to the Feedback Loop. I would be only too happy to
help you in any way that I can.

From time to time I’ll send you important updates
that will provide information that has the potential to
greatly improve your online business… and of course
your profits!

However, you can rest assured that I will only ever
recommend products that are considered to be of HIGH value
and will provide indisputably benefits to help you grow
your business… that’s my guarantee!

Your friend,

Gilles Rais

Categories: Newsletter Issues