Internet Marketing Digital_marketing_for_dummies | Page 251

After you research your keywords and decide on the keyword match type to use in
your campaign, you select how much to bid for your keywords. Remember these tips
when choosing your bidding strategy in AdWords:
Select the Manually Set My Bid For Clicks option, which allows you to be in
control of your budget. Otherwise, your budget is automated by Google
AdWords.
When first starting a campaign, use a default bid of $2– $3 until you can see how
competitive your keywords are.
Set a daily budget, again to keep your budget under your control.
When you’re finally ready to write your ad, follow these tips and tricks to create copy for
Google ads:
Include a call to action. What is the ultimate action you want your target audience to
take after people have read your ad? Tell them what you want them to do in your ad.
Calls to action can include “call now,” “download your free report,” and “order today,”
among other possibilities.
Use your keywords. Include the keywords you are bidding on within the ad’s copy. Not
only does this help with your Quality Score (the algorithm that Google uses to
determine how much you ultimately pay for a click), it also bolds the keywords that
match a person’s search query, which makes your ad stand out more.
Ask a question. Consider using questions to call out to your audience. Questions often
capture people’s attention more than a statement does. For instance, instead of the copy
“Get rid of termites” try “Termite infestation?” Or instead of “Experienced and insured
plumber in St. Louis” try “Looking for a reliable St. Louis plumber?”
Reference holidays or local events. When your ad mentions upcoming events or
holidays, it seems more timely and relevant to searchers.
Focus on benefits and speak to your prospects’ pain points. Don’t include your
product’s specifications, such as size, color, or even what the product does, within your
ad. That doesn’t entice people to click; rather, people want to know how your product
can make their lives better. Within your ad, focus on the emotional outcomes your
product provides, not the technical specs. (You include tech specs within the product
description on your sales landing page, as we describe in great detail in Chapter 7.)
YouTube
YouTube is great traffic platform for building relationships with customers and prospects.
Because of the different kinds of ads you can create with this traffic platform, you can
build relationships and move people from cold prospects to hot repeat buyers, all within
the YouTube platform. For instance, you can use YouTube to establish yourself as an
authority and give value to your market, and then send people to more content to learn