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Article #1:

Successful Methods Of Real Estate Lead Generation
by: Amanda Smith

Acquiring leads is the single most important and difficult aspect of the real estate business. Without a lead, there is no client, so all realtors dedicate a significant amount of time to collecting contact information and establishing relationships with potential prospects.

There are many ways to generate leads, all of them with their respective advantages and disadvantages. Whether traditional or modern, it’s well worth your time and effort to try each one until you find the best combination that is expense-effective, time-saving and successful.

This articles aims to discuss the most common methods, the decision ultimately belonging to you.

For the sake of organization, we have split lead generation methods into two large groups: traditional methods (printing materials, phone and mail advertising, networking and others) and modern methods, that take advantage of the continuous growth of the importance of internet for home buyers and sellers.

Traditional methods

Use your friends

If your friends don’t trust you enough to do business with you, then who will? So talk to them about their real estate plans, get their contact information and ask for referrals and testimonials. Your friends have other friends and family as well, so this circle will keep expanding with a domino-like effect. You might even get 100 names or so, at the very least and they will come with a trust factor already in place.

The disadvantage? There are many people that believe in keeping business and personal life separate, so they might refuse dealing with you professionally for various reasons. However, you can still ask them for information and feed-back, even help if the situation occurs.

Face-to-Face contact

This classic method involves basically going around the neighborhood and knocking on doors. Stay for a short chat, let the people know you and in the same time, you will get to know them. Don’t use the aggressive approach (“Hello, do you want to sell/buy a house? Then come to me, the greatest realtor on this side of the Atlantic.”). You’re not a door-to-door salesman. Farming a community is a long-time process.

So start slow, explain that you wish to become the trusted neighborhood realtor. Ask for information, let them tell about their experience with other realtors, their plans for the future. The idea is to introduce yourself first and foremost. Then ask if they wouldn’t be interested in getting a monthly newsletter or printed material with useful information of general interest or specific information about buying or selling. If they say yes, then your effort paid off. Take their contact information (email, phone number) and continue to keep in touch, coming back to chat every two months or so and regularly sending them the promised leaflets or emails.

Disadvantage? It’s time consuming most of all.

Networking

First of all, what is networking? Networking is the process of finding out about potential clients from friends, business contacts, co-workers, acquaintances, and fellow members in professional and civic organizations. Sounds simple enough. But where do you go to practice your networking skills?

Well, there are various opportunities from family gatherings, to business cocktails, to seminars, conventions or presentations. The important factor is to determine whether you will find possible leads at these events. For example, you are sure to find people interested in getting in touch with a realtors at a neighborhood barbecue or an open house but less so at a medical congress.

Be sure to bring plenty of business cards and brochures.

And remember, networking is about planting seeds. Do not expect to find the next big deal, instead nurture a possibility of a collaboration at some point in time.

Cold calling

Cold calling involves basically plowing through a list of phone numbers and hoping that the people that don’t slam the receiver right away might be willing to meet with you. It’s not a method we recommend. It might have been efficient in the past, but today’s consumers have no wish to waste their time listening to someone blabbering advertising text on the phone. This is especially true where real estate is concerned. Who wants to entrust their home over the phone?

Still, there might be some benefit to it, if you carefully choose your target. So, if you decide to do it, we recommend you treat it like a real conversation. Instead of reciting memorized scripts, recognize that there’s a person at the other end of the line and talk to them normally. Sell yourself and try to get an appointment that way, don’t sell your services. Or give them the URL of your website or article page and then let them decide if they want to get in touch.

Direct mail

Direct mail is also know as mass mailing and involves sending your sales letter or brochure to a targeted mailing list. It’s usually pretty efficient in getting your name out there, though it can cost quite a lot, since the best response rate is around 1%.

The key is to make your letter stand out against all the other junk mail your targets receive. Be sure to write your sales letter with the client in mind. Instead of detailing your great skills, try to address their concerns and give them a possible solution. This will give them the reason to contact you, which is your primary goal.

Take great care of the appearance of the envelope and the contents. They need to look as professional and as official as possible. You need to create a serious, trustworthy image.

You can always try postcards instead of letters. One of the most important advantages of this method is the direct impact. Your targets will see the attractive design immediately. Use creative and compelling copy on the back and include testimonials if you have the space. The text, combined with the appropriate visuals will increase the possibility of your postcard being read.

Don’t forget to ask your recipients to take action. It’s a detail many forget. Ask them to contact you or to visit your website.

Direct mail can be also used to keep in touch with your prospects and the neighborhood you are farming. Remember, constancy is tantamount in building and keeping trust. Also, you need to contact your target as many as eight times before they will consider doing business with you.

Business cards

Your business cards, often overlooked, can be a very effective means of collecting leads. Beside your contact information, you can also include on the back: pitch phrases, your website’s URL, a call to action, a freebie offer and many more.

Try to make your card stand out. That way, you will ensure it does not end up in the trash.

Modern methods

These modern methods have appeared with the advance of internet. More and more homebuyers and sellers use the web to acquire information.

Direct marketing (email)

Email marketing is very similar to classical direct marketing, except instead of paper you use electronic text. The greatest difference? It’s FREE. And you can change the design and content as often as you like.

Email can also be used with a feed-back form. It’s much likelier to have your targets whip up a quick email with a couple of questions than write a letter, or even give a call.

You can use it to offer a free gift such as an e-book, or free courses or a chance to subscribe to your newsletter.

Newsletters

The newsletter is an excellent way to get and keep good leads. Since your recipients need to subscribe first, they will be already interested in your and your services, for the future at least.

But put together a real newsletter. That means to include quality, informative articles, not self-promotion. Your recipients don’t like to be cheated. When they sign for a newsletter, they will expect a newsletter, not a sales letter.

Don’t worry if you’ve never written an article in your life. It’s easier than you might think. Draw from your experience and you’ll be sure to obtain a good result. You can also take articles from free-for-reprint resources.

Website

Having a website will ensure you have a 24 hour connection with your prospects. Include information about yourself, showcase your listings, put up testimonials and of course, lots of quality information with your special insider’s tips.

Don’t forget to add a subscription box for your newsletter.

No matter which methods you will end up using, remember these three important aspects:

1. Even if it’s ultimately about you, always develop an approach that is about them. In other words, your targets do not care how great you are, they only want to know what’s in it for them.

2. Your primary goal is to acquire contact information (name, address, phone number, email address) and the permission to use them. That way, you will ensure your leads are actually valuable, being people genuinely interested in doing business with you.

3. Always follow up. The results of an one-time campaign of any kind are very low and the impact decreases exponentially.

About The Author

Amanda Smith is the content editor of the NetReal.net website. NetReal.net is a complex marketing platform that offers, among other things, the NetRealinTouch.net newsletter system http://www.netrealintouch.net. This complete email marketing system offers real estate professionals quality prospecting and farming newsletters at an affordable price. You are invited to try NetRealinTouch.net, by taking the 30-day FREE trial. You can also find other articles about online and offline promotion, and other real estate marketing related subjects on NetReal.net http://www.netreal.net/part.php.

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Article #2:

Real Estate Lead Generation – How to Overcome Obstacles   by Cole Stevens

About the Author

For valuable information on real estate agents & brokers, please visit http://www.realtorsbrokers.com, a popular site providing helpful home recommendations including, New York mortgage brokers, Milwaukee real estate agents, and many more!

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Article #3:

Real Estate Lead Generation – How Do I Generate Real Estate Leads? by Duncan Wierman

About the Author

Duncan Wierman is an Ex Software company CEO turned Real Estate Investor and Marketer. Discover how you can use creative online marketing methods to do more deals online. For more details on how this type of automated internet marketing system works for real estate investors, please visit Duncan Wierman’s website and get is free 14 day e-course. http://www.DuncanWierman.com

About the Author

John S. Emilles is an expert in lead generation for mlm and advertising for mlm. To learn more about effective and profitable mlm lead generation, visit http://www.supernetmanager.com.

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Article #2:

“Ever Wish You Knew How To Use Google Adwords, But Always Thought It Was Too Hard?” by Amy Arzola

f you would like to generate hundreds of super-qualified, “ready to join your businessNOW” leads per week using Google AdWords… and do it in just minutes per day, and without spending a single penny… then this letter will show you how.

Here’s the story:

My name is Mike Dillard. I am an MLM sponsoring and lead generation coach with over 300,000 students in 65 different countries. Many of my students generate hundreds-sometimes even thousands-of leads per WEEK using my methods. And even my smaller websites get more traffic and leads than most of the major MLM company sites combined.

Anyway, here’s why this is important for you:

A few months ago at a live event, a friend walked over and asked me what method of advertising I would use, if I start all over from scratch again.

Well the answer is simple… It’s not SEO, social media sites, or magazine ads… It’s Pay-Per-Click.

That was my first choice years ago, and it’s still how I personally generate 100′s of leads every single day online.

In fact, it’s the only method of advertising I used to become the #2 distributor in my company in less than 4 months.

ALL of the leads I generated came straight from Google Adwords.

And you can do the same, even if you’re on a budget. (Most people think Adwords is expensive, but they’re wrong).

When you use my method, you’ll actually make a profit every single time you produce a new lead. I’ll show you how in just a second, but first, I need to give you a warning…

The majority of people who use Google Adwords, end up paying a hefty “Stupid tax”, which basically means, that if you don’t know what you’re doing, you’re going to pay for your mistakes in a big way.

You see, Google Adwords is actually really simple to use, and the single most effective method of advertising in the entire world.

You don’t need to be a computer wizard to generate 100′s of leads every single day like I do. You just need someone to show you exactly how to use it.

Fortunately, I’ve got a secret weapon on my side named Jim Yaghi. Jim is our in-house PPC expert here at Magnetic Sponsoring. I brought him onto our team about six months ago, so I could take some time off and do a bit of travelling.

It was a great decision, because Jim turned out to be genius at PPC.

Together, he and I have mastered Adwords, and on a typical day, we produce over 150 leads per day for our business.

But here’s the real kicker…

Most people spend anywhere from $1.00 to $10.00 for every lead they produce.

Well Jim and I make a profit of $4.45 with every single lead we get.

That means after we pay the Google bill, I’m still putting $4.45 in my pocket every single time I produce a lead.

That’s $667.00 per day, which is $20,016.00/Mo… AND 4,500 new leads for my business.

That means that we’re actually getting paid to produce leads for my business, and if you want to learn how to do the same, today’s your chance…

A few months ago, I presented Jim with an unusual idea. I asked him, “Jim, why don’t you create an AdWords video course for the average network marketer, who has never used AdWords or who struggles with it now?”

Long story short… Jim agreed and (for a limited time) it’s available to the public.

He calls it:

“PPC Domination”
http://mcklum.freeppcleads.com

About the Author

Im here to help you understand and how to help you bring more leads to your business. You see I was once in a postion that I was working pay check to pay check and debt up past my head. But when I discovered this program it helped me to where I dont have to be concerned about money. I wanted to share this with every one. knowing how the econemy is today this will help. God bless.

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Articles #3:
Google Adwords: An Untapped Resource? by Mona McGraw

About the Author

Mona McGraw is the COO and President of NuRelm. NuRelm is a Web software and services firm that focuses on helping non-technical professionals utilize on the Web to build business. For more information, please visit http://www.NuRelm.com.

Article #1:

Tracking Conversions Of Your PPC Campaigns To Boost ROI
by: Ivana Giardi

Conversion is the most important metric of the online advertising. The term conversion refers to converting from leads to customers or users of your service. So if someone clicks on your ad and buys something on your site that click has been converted into a sale.

Conversion tracking is extremely useful because it enables you to accurately track how many clicks from your ads resulted in sales which will help you to determine your return on investment (ROI).

Advertising should be considered as an investment into your business growth. For an investment to be effective, it needs to generate measurable positive results — without positive ROI, advertising represents only cost to your business.

With a proper conversion tracking in place, you will be able to track your sales and calculate your ROI. There are many easy to use, affordable tracking tools to monitor and analyze your campaigns performance. (Apex Pacific, for instance, offers Dynamic Site Stats, a Web-based tool that monitors the performance of your website in real time and helps you improve the effectiveness of your online marketing campaigns.)

By using website tracking tools and their reports, you can accurately track which ads and keywords result in sales. This will help you to determine and eliminate poorly performing advertising campaigns. It also tells which ad campaigns you should focus your energy and resources on to further perfect their performance.

For example, Live Cost Analysis report available in Dynamic Site Stats, provides you real-time insight into the effectiveness of your paid search (PPC) campaigns. It pulls together dynamic price information from the leading PPC search engines (Google, Overture, FindWhat, Espotting, etc) with the revenue earned on your website so you can measure the profitability of each keyword.

Live Cost Analysis offers you clear, concise and actionable reports on which campaigns, keywords and search phrases are bringing you the most new customers, and which keywords are the most effective at driving qualified customers.

Analyzing statistics from the Life Cost Analysis reports will give you the information you need to improve your ROAS (return on advertising spend). Reports enable you to see a number of actions and cost per action (CPA), which will help to evaluate your campaign and/or keywords performance.

Improving the conversion performance of campaigns and keywords that are returning a lower overall ROAS will have a positive impact on the effectiveness of your website and the value of your product offerings as well.

In conclusion, conversion tracking reports offer great help to effectively monitor and analyze ad campaigns and keywords performance. This way you are able easily identify areas of low performance and optimize these accordingly to achieve the maximum ROI of your advertising budget.

About The Author

Ivana Giardi is Marketing Director for Apex Reach division of Apex Pacific, a complete Internet marketing solutions provider.

http://www.apexreach.com

http://www.apexpacific.com

http://www.dynamicsitestats.com

marketing@apexpacific.com

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Article #2:

Is Your PPC Or Adwords Campaign Crashing On The Landing Page?
by: John Krycek

What is a good landing page? The crucial half of a PPC campaign most people don’t know about.

Google Adwords, Yahoo (formerly called Overture Sponsored listings) and other Pay Per Click (PPC) companies give you the chance to get your ad or search listing at the top of the pack, right up front and perfectly matched to the searcher’s query. With a clever and catchy, attention grabbing ad or headline you can win the viewer in that critical split second he has to decide to click.

He clicks, you score! Right? WRONG! If you can get that click on a focused, targeted keyphrase and ad headline, you should feel very good. You’re halfway there. But, where does he land? On your home page? On the specific product page if you have an online store?

The page where the viewer lands is called a “landing page” or “destination page.” It is equally as important as your ad headline and copy, if not more. Most sales, conversions, or leads that cost hard cash to Adwords or Yahoo are often lost because of poor, or non existent landing pages.

Why can’t I just send my adword clicks to my Home page?

You can. But what if you walked into a five-story department store with no sales people– You’re looking for a very specific sweatshirt with a Penn State Logo that you saw at a football game. You know the sports shop out in the mall will have it, but you’ve got a store credit card so you’d like to get it here. You’re also holding onto two toddlers who are losing their cuteness very quickly because they want the Happy Meals you promised on the way home.

So there you are in an endless sea of perfume counters. You want a sweatshirt. Maybe it’s in the men’s section…but where is that? Or maybe it’s in Active wear… would that be with the men’s stuff? And where are the escalators?!

“Forget it,” you think, and walk out to the sports shop in the mall, buy your sweatshirt and are on your way to Micky D’s in less than 10 minutes.

Your homepage is the department store. It doesn’t matter if you’re selling a product, service, or giving away free information. You have sections and categories which are probably very well marked and labeled.

However, your Google Ad or Sponsored listing was specific. It advertised a precise thing in about 70 characters or less. People don’t care about your home page. They expect to see what they were searching for as soon as they click. Don’t you?

So let’s say your ads lead to specific destination pages of your site. What’s on those pages?

Destination Page Overview

For Pay Per Click, your destination pages are absolutely critical. They are the second half of the sales pitch. Just having the adword or PPC land on the product page is not enough. First, you have to get someone to your site.

Remember the number of hits you get on a PPC or Google Adword is an ever-increasing expense if you don’t turn that click into a sale and the only sales person you have is the page at the end of that click.

You’ve got to convince someone quickly, “at a glance quickly,” why they should buy from you and not the ad above or below you. Think of your own web searches. You have seconds to entice that viewer to read more, or lose them.

Build the page around a SINGLE goal incorporating:

• Well written content describing in clear detail what you are offering

• Organization to make a fast read or “scan” of the page convey as much information to the viewer as possible. Use bullet points and straightforward language to make reading as easy as possible

• Show the benefits to the potential customer. Details that the viewer can relate to on a personal, even emotional level are what makes this page have a much better chance of getting a lead, conversion or sale. It must show all the properties that make you better than the rest. Don’t be arrogant, but make the reader feel they will be secure, better and confident if they buy, fill out a form, or perform the action you’re after.

• KISS- “Keep it simple, stupid” applies here too. If you don’t need a country and a phone number in your form, keep them off. Make it easy and simple for your viewer.

Remember, when you land on a page, you ask “WHAT’S IN IT FOR ME?”

Destination Page Construct

• The first step is to provide the viewer with what he’s looking for immediately. Next, show him the features of the product.

• Most importantly, what is the benefit to the potential customer? Why should he buy from you? What will he gain by buying from you?

• If you’re selling a product that is very similar to other competing products, you need to focus your sales message on what makes your product unique. What are the unique benefits for your customer?

• Anything that can steal focus from your objective risks losing a conversion. This includes other products, details not related to the main idea, and even the navigation system you use throughout your site. Don’t give the viewer the option to go anywhere else but to a form, buy button or call to action.

• Each destination page should have a single, obvious goal that gently tells the customer what to do. Don’t try to cross sell or sign up for a newsletter and send an e-card. Stick to one goal.

• Some people might be looking for the specific product and buy from you. But for those that are questioning and/or first time buyers, don’t give them a chance to question your credibility.

•The phone number and email address should appear (not obnoxiously)enough times that they’re always visible when the page is scrolled. It’s a proven fact, if someone has to search for how to contact you, you lose some potentials.

Destination Pages and the Unique Selling Proposition

A concept developed in 1961 still holds merit today and is a great check for the underlying tone of your landing page. That is the “Unique Selling Proposition” by Rosser Reeves. The concept explains how every company should strive to show how it differs and surpasses its competition.

It consists of three concepts that should be applied to your advertisement (or adword) and your destination page.

1. Tell the consumer what benefits you will be giving him. ? “Buy this product, and you will get this specific benefit.”

2. The benefits have to be unique to your product. Something that separates you from what the competition has to offer. If your products are sold by competitors too, find something that distinguishes YOUR company.

3. The proposition must be so strong and convincing that it can move the millions (attract new customers).

To be successful, you’ll need to research and build a campaign, then watch and modify, test and retest different changes, words, prices, etc. I want to stress the importance of this.

The same testing, observing, tracking and revising apply to landing pages as they do to ads and headlines themselves. It can save you a lot of money. If you’re not careful you can run up thousands of dollars in PPC and adwords with insignificant sales or leads.

About The Author

John Krycek is a creative director at theMouseworks.ca Toronto Web and Full Service Internet Marketing Studio. Learn about search engine optimization and internet marketing, in easy, non-technical, up front English at http://www.themouseworks.ca.

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Article #3:

How To Maximize Your PPC Campaign
by: David Bell

Do you have any idea how much money you are throwing away on your Pay-per-click (PPC) advertising? Do you know which keywords are converting into orders? Do you know your advertising (conversion) cost per order?

If your answer to any of the above questions is no, then you’re probably throwing away from 20% to 80% of your budget every month. This is money that you can save by tracking the conversions and associated costs of each keyword. The good news – there are several tools available that can help you track your cost, right down to the keyword. Most PPC advertisers can now significantly reduce their cost per acquisition. In some cases you could throw some of that money back in and increase the number of closes as well. The key is refining your campaign by focusing only on the words that convert into orders.

Tracking Conversions

Several companies have now developed the technology to track the conversions and associated costs of each keyword. Some of these companies include: www.keywordmax.com, www.gotoast.comand www.google.com (for their own PPC advertising). By knowing which words convert into orders, you can eliminate the rest and save those wasted dollars. In addition, there are other words that cost too much for their conversions, again wasted money. Take the money you are saving and direct it only to the words that deliver… or, you can send half of it to me.

This methodology yields a refined campaign where each word is justified by resulting in orders. It typically takes a few months to gather enough data to analyze. However, during that time it will become very evident which words are delivering the best. After a few months you can analyze the entire campaign and make major changes. These changes will yield a significant improvement in your cost and quantity of acquisitions.

Get rid of it

We are inundated with statistics. There is the CTR (click through rate), Clicks per day, conversion ratios, CPC (cost per click) … just to name a few. Forget them … don’t ever look at them again… they’re all (almost) worthless. If you’re like most of us, we spend several hours a month analyzing the statistics and trying to come to a reasonable conclusion, only to be more confused.

There’s only one statistic that has any real meaning… What is your cost per order? That’s it! Do you really care how many clicks you got for a specific keyword? Who cares? If that keyword doesn’t deliver an order… GET RID OF IT! Don’t get enamored with how cool it is to be in the #1 position if that word doesn’t deliver orders… GET RID OF IT!

Keywords are King

I typically launch campaigns with hundreds of keywords. Since your orders are directly related to people clicking on certain keywords, it’s essential to have many relevant keywords. It’s amazing how many “order producing words”, I found using keyword mining tools. You cannot imagine all of the combinations that people use… many of which become your best words. Consequently, the more relevant keywords you have, the more orders. There are several tools available to help you mine for keywords including Google, Overture, and Wordtracker.

Many of you will be surprised to find the old 20/80 rule also holds true here. 20% of your keywords deliver 80% or more of the orders. I’ve seen campaigns where 5% deliver 100% of the orders. Can you imagine how much money is being thrown away? By the time you’re finished eliminating the words that don’t deliver, you will be down to just a handful. Finding new productive words is the key to scaling your campaign.

Start Saving NOW!

By using the above methodology, you can now create new campaigns or refine existing ones and find out within 30 days if the campaign is delivering. The process includes; finding hundreds of keywords, placing the words on Google and/or Overture, and tracking each click. Within 30 days you’ll be able to:

(1) Analyze the words that convert

(2) Know the conversion cost of each word

(3) Begin to save thousands of dollars

I hope this helps in your future marketing decisions.

About The Author

David Bell
http://www.wspromotion.com/
Advertising research and development center

Article#1:

B2B Sales Leads Success Checklist
by: M. H. “Mac” McIntosh

You’ve spent a great deal of time, effort and money putting together your business-to-business sales lead generation programs. How you handle B2B sales leads once you get them makes the difference between a happy sales team and new customers or an unhappy sales team and lost sales.

Here’s a checklist of questions to ask yourself to determine if you have the best chance of being successful with your sales lead programs:

Are you prepared to send requested information immediately?

Prospects have their own agenda and timeline, not yours or your firm’s. So, you need to be efficient and strike while you have the opportunity. Timing of your inquiry handling processes are of paramount importance. Your firm needs to respond to all inquiries quickly—the faster, the better.

Here are some questions to keep in mind:

* Do you know what to send in response to different types of inquiries?
* Do you have electronic versions for those who want the information by e-mail or via downloads from your Web site?
* Do you have adequate supplies of printed materials ready for those who prefer them?
* Do you have the people, systems and processes in place to get the requested information out the door quickly?

Are you prepared to capture all inquiries in a database for ongoing nurturing and qualification efforts?

To avoid having any of the golden sales opportunities represented by your inquiries fall through the cracks, you need to capture all of your inquiries in a database so you can properly manage their fulfillment, nurturing, qualification and distribution. With this in mind:

* Do you have the database ready to go?
* Do you have the data entry people or outside services lined up to get the inquirers into the database?

Do you have a program in place to “qualify” sales leads before sending them to your salespeople, reps, dealers or distributors?

If your business-to-business marketing-for-leads program is to succeed, marketing, sales and corporate management need to share a unified definition of qualified sales leads. If you all agree from the start on what a qualified lead is, then deliver leads that meet that definition, your sales team will be able to effectively and efficiently follow up and close more sales.

* Have you agreed with sales management on which questions to ask in order to determine which leads are qualified?
* Have you agreed what information is required to know which sales contacts to route the qualified leads to?
* Do you have proactive programs in place to contact and qualify your leads?

Do you have a process in place for distributing qualified leads to sales contacts as they are identified?

Sales leads are worthless unless they are quickly handed off to the right sales contact for follow up. Your lead distribution process has to be well defined and ready to go—in advance—so as to prevent delays or misdirection when leads are qualified and ready for sales attention. It also has to be easy for your salespeople, reps, resellers and distributors to access the qualified sales leads and manage their lead follow up.

* Is your sales leads program designed to get the leads into salespeople’s hands without delay?
* Have you made it easy for your salespeople, reps, dealers or distributors to use?
* Can they access leads over the Internet?
* Does it integrate with their existing contact management or email systems?

Do you have a program in place to nurture or cultivate your not-yet-qualified leads?

Salespeople generally focus on those one-in-four sales leads who are ready to buy soon. However, research shows that three of four sales come from longer-term prospects who are frequently ignored by sales. As these longer-term leads represent the lion’s share of the potentional sales, your sales lead management program must be designed to help nurture the longer-term leads until they are qualified as being sales-ready opportunities.

* Does your company have a prospect relationship marketing program in place to keep in touch with these longer-term prospects, using email, fax, mail and phone contacts, until they are identified as being qualified and ready for sales attention?
* Do you know what messages to send as part of your prospect relationship management program?
* Do you know how often to contact prospects with these messages?
* Do you know what offers to use to get them to further identify their needs and situation so you can determine if they are ready for sales?

Do you have a program in place to measure and track the results of your various sales-lead generation, cultivation and sales follow-up programs?

A marketer I know recently reported to her management on the results of the company’s lead generation programs: Awareness of their company and its products among targeted prospects more than doubled; the cost per qualified lead delivered to sales by marketing dropped by nearly 40 percent; 58 percent of the opportunities in the sales pipeline were found first by marketing; and 48 percent of the sales closed; and 62 percent of the revenue during the past 12 months came from marketing-generated leads.

The result? She got a bigger B2B marketing budget and senior management no longer doubts marketing’s contribution to the company’s success. Can you answer these questions and show your management how your lead generation programs are contributing to your company’s success?

* Can you determine your cost per lead, cost per qualified lead and cost per sale?
* Do you know which lead programs generate the highest return on investment?
* Do you know which nurturing techniques worked and which didn’t?
* Can you prove to management that your lead generation programs are paying off in increased sales and market share?

Refer to this checklist of questions to guide the development or improvement of your company’s sales lead management programs and processes and you’ll have the best chance of being successful.

About The Author

M. H. “Mac” McIntosh is described by many as one of America’s leading B2B marketing consultants and an expert on the subject of sales lead generation (http://www.sales-lead-experts.com/consulting/lead-generation-services.cfm). For the latest sales lead response-producing tactics that are working NOW to drive leads and multiply sales subscribe to Mac’s FREE Newsletter, Sales Lead Report®, at http://www.sales-lead-experts.com.

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Article#2:

Four Steps to Better Business Leads from Search
by: Jon Miller

So you got a click on your PPC ad. Now what do you do? The job of the B2B search marketer is only beginning when a prospect clicks. As MarketingSherpa points out, the decision to click is microscopically unimportant compared to all the things you are asking from a prospect after they’ve clicked: Stick around and read your copy, fill out a form, risk getting their privacy invaded, take a meeting, recommend your product, make a purchase, and so on.

Without each of these following steps in place, a click is just a click, and a click by itself is a waste of time and money.

Optimized landing pages

A good landing page provides two main benefits to a PPC campaign. First, search engines like Google care about the relevancy of the landing page when ranking ads, meaning a high-quality landing page gets better ranking (and more clicks) for less money. Second, a relevant and optimized landing page can have dramatically higher conversion rates, meaning you get more leads for your money. These two factors combine to drive dramatic ROI for landing page improvements.

Despite this, few B2B marketers use landing pages to their fullest advantage. According to Forrester Research, only about a quarter of B2B search ads take the prospective customer to keyword specific landing pages. The challenge is that landing page optimization requires building and maintaining dozens of landing pages, one for each ad group – and testing multiplies the complexity of the problem.

Lead analytics and scoring

Even if you do get a conversion, it turns out that only 25% of conversions are sales-ready. You need the ability to find these hot leads and pass them to your sales team as soon as possible, before they get cold or a competitor contacts them first.

You can do this with lead scoring, which requires two kinds of information: (1) demographic/behavioral and (2) lead source. Examples of demographic/behavioral information include title, company, and BANT criteria (budget, authority, need, and timing); examples of lead source information include where the lead came from, what kind of offer created the lead, and lead age.

Demographic and behavioral information represent the biggest challenge for online marketers. The most obvious way to get it is when the prospect fills out the registration form—but research shows that every additional field on the form reduces conversion rates. A more subtle problem is that the searcher is likely to be an influencer, not a decision maker, and asking certain BANT questions can be off-putting.

There are two main solutions. The first is called progressive profiling, in which you get to know a lead over time by asking additional questions each time you interact (kind of like dating). One quick way to do this is to ask the prospect for additional information on the thank you page after submitting the form. Prospects who make it this far have expressed quite a bit of interest so they may be willing to give you more data now that you’ve built trust by sharing useful content.

A second solution is to use directed behavioral segmentation. Rather than sending clicks to a single landing page, this approach uses a “landing path” – a series of pages that collect information based on how the prospect navigates.

Lead nurturing

If only 25% of leads are sales-ready, what do you do with the other 75%? Some of those prospects may be truly unqualified, but as many of 70% of them will eventually buy a product from you—or your competitors. Prematurely passing this type of lead to sales is a recipe for disaster. Since sales reps are compensated for driving short-term revenue, a long-term lead like this creates the impression that search-generated leads are no good. As a result, the sales rep is more likely to ignore the next lead he receives—which is why reps end up ignoring 80% of all search-generated leads.

The solution is to use lead nurturing, a disciplined marketing-driven process of helping qualified prospects who are not yet sales-ready move through their buying process. Lead nurturing is not just sending a monthly email newsletter to your entire database, or calling prospects every few weeks to see if they are ready to buy yet. It is about progressively understanding more about the prospect’s needs, and using targeted one-to-one communications to build your company’s position as a trusted advisor.

The benefits of lead nurturing go beyond better sales-marketing alignment and higher win rates. Research shows that prospects that are nurtured buy more, require less discounting, and have shorter sales cycles than prospects who bought but were not nurtured.

Closed-loop measurement

Once the lead is passed to sales, the B2B search marketer’s job is still not finished. Unlike B2C marketing, the time between the first click and a closed sale can be weeks or months or even years. Also, most analytic and search marketing solutions don’t have automated access to the CRM system (such as salesforce.com) to know which leads become opportunities and ultimately generate revenue. This can make the process of measuring success and fine-tuning the search marketing campaign much more difficult.

There are two ways most companies try to solve this problem, both unsatisfactory. The first is to ignore it and measure PPC success solely on conversions. This is certainly easy to do because it is what the search engines support, but it creates a significant disconnect between marketing and the realities of what drives revenue for the business—always an uncomfortable situation. The second approach is to tie search marketing results to opportunities and revenue using manual analytics. In other words, generate a report in Google, another in salesforce.com, and spend a lot of time in Excel trying to tie everything together. I’m sure this scenario is familiar to many B2B search marketers. A better approach is to use analytics that automates this process by unifying your search marketing data with your CRM data.

Crossing The Click Chasm

For too many B2B companies, there is a chasm between the campaigns that generate clicks to a website and the activities that turn clicks into customers. This chasm creates lower response rates, inadequate lead follow-up, and poorly optimized campaigns. To succeed in B2B, search marketing needs to become an integrated part of a complete demand generation process that includes landing pages, lead analytics, lead nurturing, and closed-loop measurement. Only by focusing on what happens after the click will B2B marketers be able to ensure optimal results for their PPC campaigns.
About The Author

Jon Miller is VP of Marketing for Marketo, a provider of marketing automation software that helps B2B marketing professionals drive revenue and improve accountability. Jon’s blog, Modern B2B Marketing, explores best practices in business marketing, ranging from pay-per-click management to lead nurturing to marketing accountability. The Strictly Business column appears Wednesdays at Search Engine Land.

http://blog.marketo.com

http://www.marketo.com/about/

http://www.marketo.com
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Article#3:

Guide to Knowing the Right B2B Lead Generation Company   by Belinda Summers

About the Author

Belinda Summers works as a professional consultant. She helps businesses increase their revenue by lead generation and appointment setting services through telemarketing. To know more about this visit: http://www.callboxinc.com/

Article #1:

Top 12 Tips To Writing Effective Google AdWords Ads
by: Micheal Wong

Top 12 Tips To Writing Effective Google AdWords Ads

Last Update: Friday, December 01, 2006.

In this article I show you my top twelve tips for creating effective Google AdWords ads.

I’ve been testing the Google pay per click advertising system for a while, with much success. These tips will help you create ads that generate higher click through rates, and lower cost per click.

1. Target The Right Audience

Target the right audience by selecting the language and countries that you want to target. For example, I exclude all countries where English is not understood by a large percentage of the population.

2. Refine Your Keywords

Use square brackets “[...]” around your keyword/s.

For example:

[google]
[google adwords]

Your ad will only show when the search is for the exact keyword phrase you have included within the brackets.

The ad will not show for searches that include other keywords. In our example, this would be for searches such as “google search,” or “google news.”

3. Test Multiple Ads Simultaneously

Always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test.

Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new one.

Continue this process in your never-ending quest to get the highest click through ratio possible.

4. Track The Return-On-Investment Of Each Ad

Google tracks the click through ratio of each ad. But it doesn’t track the conversion ratio.

Use a special tracking link in each ad to track its conversion ratio. For example, you could attach each ad with an affiliate tracking system link. Make sure each ad produces a return-on-investment.

5. Include Targeted Keywords In Your Ad

Include the targeted keywords in the headline and the description of the ad. Google will highlight searched keywords in bold in the ad.

When people scan search results, they look for the keywords they have entered. Searched keywords highlighted in bold certainly help to catch the user’s attention. For this reason, ads with searched keywords usually perform better than ones without.

6. Sell The Benefits

Spell out one or more major benefit in your ad. For example, make more money, stay younger looking, lose weight, get healthier, live happier, etc.

7. Include Attention Grabbing Words In Your Ad

Start your headline with an attention grabbing word. For example, “Free:, New:, Sale:, etc.” Make sure you stay within Google’s editorial guidelines.

8. Use Words That Provoke Emotion & Enthusiasm

Use power words or call-to-action phrases that provoke emotion, enthusiasm and a response.

Here are some examples of power words:

free, cheap, sale, special offer, time limited offer, tricks, you, tips, enhance, discover, fact, learn, at last, free shipping, etc.

Here are some examples of call-to-action phrases:

* Buy Today – Save 50%
* Download Free Trial Now
* Sale Ends Tomorrow

Make sure the phrase specific to your business, otherwise Google may reject the phrase.

9. Sell Your USP (Unique Selling Proposition)

What makes your product or service better, or different, from the competition? Spell them out in your ad.

For example, one of Amazon.com’s first taglines was “Earth’s Biggest Bookstore.” That’s a powerful USP!

10. Link To Relevant Landing Pages

If an ad is for a specific product or service, create a landing page for the ad. Include relevant and useful information to convert the customer. Generally, a well designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.

11. Remove Common Words

Remove common words, such as “a, an, in, on, it, of, etc.” Remove every word that does not absolutely need to be in the ad. Make every word count.

12. Deter Freebie Hunters

Deter freebie hunters by including the price of the product or service at the end of the ad. This will improve your overall conversion ratio and lower your average customer acquisition cost.

This may reduce your click through ratio, but that’s OK. After all, you’re not trying to target every body, only potential customers. In most cases, freebie hunters will never become paying customers.

Conclusion

Remember that advertising is a never-ending series of tests. Always track your ads. Never stop testing different keywords and ads to improve your conversion ratio and lower your customer acquisition cost.

Advertising in the Google AdWords advertising system works. It may not necessarily produce as many visitors as Overture, but the click through cost is usually lower.

Master the art of advertising in Google, and you could outsmart the competitor who’s always outbidding you in Overture. ;o)
Internet marketing expert.About The Author: Michael Wong is the editor of GoDefy.com – the world’s first online marketing comparison shopping search engine and Mike’s Marketing Tools. Michael is also the author of the leading Search Engine Optimization Guide and numerous marketing tips.
Publishing Rights: You may republish this article in your web site, newsletter, or ebook, on the condition that you agree to leave the article, author’s signature and photograph, and all links completely intact. Full instructions on how to copy and upload my photo to your server.

http://www.onlinemarketingbusinessopportunity.net/
About The Author

Michael Wong is the editor of http://GoDefy.com – the world’s first online marketing comparison shopping search engine and Mike’s Marketing Tools. Michael is also the author of the leading Search Engine Optimization Guide and numerous marketing tips.

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Article #2:

The Anatomy of a Hot Google AdWords Ad
by: Kristina Mills

A Google AdWords Ad has four lines:

Line 1: Keyword-rich benefit headline

Before we talk about how to write a great Google Ad, let’s just go back to basics and get inside the head of someone who is using the Google Search Engine.

Picture this … your website visitor is interested in finding something on the Internet so they type some keywords into the search engine. Up comes a search engine results page with a list of websites that matched their search terms.

Now, before we go any further let’s look inside the mind of the website visitor.

They have a problem or need.

They think “Aha, I’ll go and find out the answer to that on the net.”

They point their browser to Google.com and they think, ‘Mmmm … what should I type in the search box?’

Chances are, the keywords they type in are the actual item or items they’re looking for. So – let’s say they were looking for something to fix their eczema problem.

What do they type into the search engine?

Maybe they type “eczema treatment”. They press submit and they wait for the search results.

The search results come up and the website visitor scans the listing of results and while she’s doing that, she thinks to herself, ‘Mmm… eczema treatment, eczema treatment, eczema treatment.

Where can I find eczema treatment?’

So what is the best keyword or keywords to put in the headline of your Google Ad?

Yes, you got it – “eczema treatment”. The reason why this is so powerful is because it’s flagging down your reader. The headline is voicing what they are thinking.

For instance:

Eczema Treatment
Eczema Fixed Now
Eczema gone in 2 days!

Here’s another tip – capitalize the first letter of each word in the headline.

“Eczema cured in days” vs “Eczema Cured In Days”

See the difference?

Capitalizing the first letter of each word attracts more attention to the letters within the headline (which is obviously very important when you’re competing with a whole bunch of other ads as well as organic search engine listings).

Great! So you have a strong headline. The next information to include is as many action words as possible, to drive them to your website.

Unfortunately there is no space for “how to” headlines or anything cute or catchy. About all you can do is mention the keyword with one or two action words surrounding it.

Line 2: Clear Benefit and Command

Eczema Cured in 2 Days!
Itching and Redness Gone. Try it

Line 3: Features and specifics

Eczema Cured in 2 Days!
Itching and Redness Gone. Try it
FREE. Permanent Results. No Drugs.

Line 4: Website Address (URL)

Always feature the URL in upper and lower case to make it stand out.
EczemaRemedyCures.com and not eczemaremedycures.com

Eczema Cured in 2 Days!
Itching and Redness Gone. Try it
FREE. Permanent Results. No Drugs.
EczemaRemedyCures.com

This is an excerpt from Kristina Mills’ Website Copywriting Mastery Course.

To view the contents of the Website Copywriting Mastery Course or to download dozens more articles on copywriting and get a free copy of Scientific Advertising by Claude Hopkins, go to http://www.wordsthatsell.com.au

About The Author Kristina Mills is a successful and internationally acclaimed Copywriter, Internet Entrepreneur, Author and Speaker. Kristina has also pioneered many business success stories.

Words that Sell services and products include:

Secrets of Freelance Copywriting Success course
Website Copywriting Mastery course
Direct Mail Copywriting Mastery course
Press Release writing
Direct Response Copywriting
Proposal writing
Yellow Pages ads
Website and SEO content writing
Newsletter writing

http://www.wordsthatsell.com.au

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Article #3:

Google AdWords Strategies
by: Diane Hughes

I was driving down the street the other day and saw a billboard. A big billboard. One so big it practically eclipsed the sun! It advertised a sunny vacation destination and as I gazed at that picture I was momentarily whisked away in my mind to a beach with lapping waves.

Then I had to laugh because almost directly after that billboard came a small one. Not just smaller… tiny. I don’t remember what it advertised but the disparity between the two heightened the importance of the vacation and minimized (in my mind, at least) the message of the second.

It made me think of the internet and internet marketing. The Internet is the “great leveler” in that it allows each business – large or small – to potentially reach the purchasing public in the same way. Theoretically the small “mom-and-pop shop” and a giant, multinational corporation has the same amount of real estate, your computer screen, to make their pitch. If you’re closer to the mom-and-pop shop than you are to the multinational corporation, here are some ideas to help you get your name out there. After all, no matter what size of start you have, it’s only one sale after another that will keep you in business!

Google AdWords are a great way to do that, for the same reason: Your one-man-show (or, one-woman-show!) has the same amount of AdWord space as meganational corporations like GE or GM.

These popular ads are 4 lines long. The top line is the title, there are two middle lines, and the fourth line is the URL. Every single add is the same. Unfortunately, too many businesses use the same-old approach when writing AdWords ads.

Here are some great ideas to help you AdWords fly off the screen and shake your prospects by the shoulders and say “hey, go to this site!”

Title Line Ask a question in your Title line and don’t answer it in the middle two lines. Instead, simply entice your prospect to visit your site for more information. (For example, “Do you want to earn more money without working harder?”)

Remember the AIDA principle (Attention, Interest, Decision, Action) and get your prospect’s attention with the title). Be shocking, outrageous, and catchy.

Body text Write down what you want to say, then work on shortening it. Don’t try shortening your ad first. Don’t waste words. Each word is precious. Be sure to use power words and short, readable sentences. Write several ideas down and have a few friends pick their favorite.

Throughout your ad, use powerful, motivating words like “free,” “fast,” and “new.” (For example, “Hurry, for a limited time, you can get this free solution downloaded to your computer instantly!” Tantalize your prospects with the words “learn more.”

This section requires you to use the Interest and Decision portions of the AIDA sales-writing format.

URL Don’t forget about the URL! Harness the power of the fourth AdWords line. If you don’t have a URL that talks about your business, consider buying one. Preferably, buy a URL that shows how you provide a solution… don’t highlight the problem. (For example, “www.DownloadMoneyMakingIdeasNow.com”)

Use a clever URL to help people take action and click to your site.

One great AdWords ad might look like this:

Want to earn huge cash online? Quit your job. Don’t waste time commuting. Live free! www.Work-From-Home-Success.com

Another one might look like this:

Don’t click on this site. We want serious investors. No window-shoppers. www.Double-Your-Money-In-One-Year.com

Enjoy the same sized billboard as the multi-national corporations. Be clever and daring and get customers to your site!

Copyright (c) 2006 Diane Hughes

About The Author Diane Hughes
http://ProBizTips.com

ATTENTION! I am giving away $2,446.13 worth of marketing tools and products and over $5,010.64 worth of resale rights. Demand is great and memberships are going fast!
http://www.madmarketer.com/diane

Article #1:

Free Training For Google Adwords
by: Daniel J Thorley

Imagine a world where only the people you want to see your ad actually see it, where you only pay if your ad is viewed. With the old style classified ads in newspapers and magazines you had little control over who got to see your ad. OK, you could advertise in the business section of a national publication if you had a business related product or service but all your costs were upfront and testing on a small scale could become rather costly until you found a successful ad.With the introduction of Google Adwords the old advertising model has been turned on its head. You now decide at the start how much you are willing to pay each potential customer who views your ad and determine the size of your daily budget.

It doesn’t stop there though, you also get to decide where in the world you want your ads shown. This can be as local as your own home town or as wide spread as the entire world. But before you dive straight in and blow your adverising budget there are a few ground rules to learn and a little bit of research to do.

Learning to use Google Adwords can lead to a profitable home business and a new career. In order to help adword newbies Google have devised a free professional training programme which is a real Godsend.

Advertisers place their ads on Google’s network so that they appear for targeted search engine keywords within Google’s search results (and the search results of Google’s partners). This is on web content pages that accept Google ads. In most cases, advertisers don’t pay anything unless their ad appears and someone clicks it.

The Google AdWords program has been wildly successful and is the online advertising outlet of choice for millions of advertisers.

AdWords is a trademark of Google and is an online advertising program that allows anyone who follows Google’s rules and program regulations to create display ads within search. Signing up for AdWords is free. Advertisers pay when their ads are clicked.

Google offers free training in using and getting the most from AdWords. Trainees can choose to become certified Google AdWords Professionals by completing the program, passing the AdWords written test, and successfully managing an AdWords campaign with a budget of at least $1,000 over a period of three consecutive months.

Certified Google AdWords Professionals may then choose to offer AdWords services to others, as part of an Internet marketing services home business.

Ads managed through AdWords may be displayed within Google’s own search results or within the search results of several search engines with which Google partners. Advertisers set the amount of their budget per day and the maximum they are willing to pay per click for each keyword. The AdWords program then automatically stops displaying ads when budget limits are reached.

Where your AdWords ads end up on a search results page is dependent on your bid per click and your Quality Score.

Offering Google AdWords professional services to other businesses can be a lucrative home business that allows you to work from home. Using AdWords can get exposure for your business with an easy to use, easy to manage and easy to track system of online advertising.

Google offers two versions of its AdWords program – Starter and Standard. Google recommends the Starter edition for novices. Advertisers may upgrade from Starter to Standard AdWords editions at any time.

Receive fantastic, world class hints here http://www.adwordsminicourse.co.uk

About The Author

Every successful business owner knows that using Google Adwords correctly results in better business. So leapfrog your way towards success and grab your FREE 7 part mini-course right now.

Uncover the mysteries of Google Adwords with a free 7 part mini-course and start breathing life into your business… today

For further information go to >> http://www.adwordsminicourse.co.uk/

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Article #2:

How To Use Google AdWords Success Formula The Easy Way!
by: John Soulliere

Get Instant Access to Over 100 Million People in Less Than 10 Minutes with Google AdWords.

Google AdWords is not rocket science. But, it is a science.

There is a formula for success and it CAN be learned.
Those who learn it well make a lot of money online.
Those who master it make millions.
It is THAT powerful.

This is the quickest way to make sales online while avoiding things that most people don’t enjoy such as cold-calling prospects, waiting for our sites to get listed near the top of the search engines, working for someone else, etc.

This simple formula can make you as much money as you will ever need if you apply it. You truly don’t need anything else IF you MAXIMIZE this strategy.

Here’s the EASIEST & FASTEST way to start making money with Google AdWords advertising RIGHT NOW:

Open a Google AdWords account now with $50-100 to invest in advertising and bid on at least 50 low cost key words. Low cost key words are key word combinations that do not get a lot of traffic (but they get some) therefore the cost per click is VERY LOW.

You can find thousands of low cost key words by using the this keyword selector tool and typing in high cost key words such as: “work at home”, “home business”, “internet marketing”, “extra income”, etc… Type those and other similar key words into the keyword selector tool and then look down the list for key word combinations with a “Count” in the left-hand column of 1000 or less (that # is just an estimate). The lower the “Count”, the fewer people who search those key words and the lower price you will pay per click in Google AdWords. By paying lower prices per click, you’ll get more visitors and sales for each dollar you spend in advertising.

Most people make the mistake of bidding on high priced key words because they are the one’s getting the most traffic and they think that’s the best way to promote their site. Don’t make that mistake. Informed marketers (like you) make HUGE lists of low cost key words and bid on them all to get traffic to their site. In fact, it is not uncommon for highly successful Google AdWords users to bid on THOUSANDS of low cost key word combinations. This is the real secret to easy profits with Google AdWords.

If you’ve played your cards right by bidding on a group of LOW COST keywords to promote your affiliate link, you have a great chance of making money. Then, simply re-invest your profits back into your AdWords advertising campaign bidding on more and more keywords to increase your sales and income!

Google AdWords + your commitment to learn and APPLY this strategy can provide you with financial freedom.The formula for success is right here on this page… and it’s not even Algebra or Calculus!

It’s simple addition.Everything you need to make truckloads of money online is sitting right here for you on a silver platter!

Are you ready to enjoy the feast?

Come on… dinner is served… DIG IN!

FOCUS FACTOR: If money is your only goal and the information on this page makes sense to you, you really don’t have to go any further. You can make a comfortable living from home using ONLY this strategy. The key is to know exactly what you want and to focus exclusively on Google AdWords advertising until you arrive!

Actually, that really is the key to online success or success in anything else for that matter… You’ve got to know what you want and you’ve got to apply a single-minded FOCUS on your goal until you achieve it!

About The Author

John Soulliere is a Co-Author With Anthony Robbins, Dr.Wayne Dyer. From The Best selling Seris

Wake Up… Live The Life You Love,

FINDING YOUR LIFE’s PASSION II

John Soulliere would like to say Thank You for your patronage by giving you a Free Online Success Video Serise located at http://www.hbseeker.info I guarantee this will get you off on a better start then we did.

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Article #3:

Google AdWords Strategy – Part 1: Relevance
by: Steve Avery

With permission from the Google AdWords Guide: Novice to Expert to Superhuman – http://www.AdwordsCampaign.net

Most AdWords campaigns are managed poorly, through either lack of knowledge or an aversion to tedious work. This makes it possible for you to get targeted traffic extremely quickly and easily, using clever strategy together with automated tools.

1. RELEVANCE

A primary aim is to reduce your cost per click (CPC). Google will favour you with a low cost per click if you master the concept of relevance. If you don’t, your pay-per-click rate will be high, your profits will suffer, your campaigns will probably fail, and your competitors will beat you.

Google is the undisputed leader (by far) among search engines because it provides searchers with results more relevant than those of any other. When a surfer types in a search term, Google’s complex algorithm returns pages that match closely the words searched for.

Google applies the same principle to AdWords advertisements. Ads that are more relevant than others are given preferential treatment. Less relevant ads are allowed to compete, but they are penalized by a high cost per click.

Google AdWords employs two distinct modes of measurement of relevance: A. Robot; B. Human.

A. An automated program compares the search term not only to your advertisement text, but also to the keywords in its Ad Group, to the URL of the specified landing page and even to the textual content of the landing page itself, to determine how relevant these components are to each other. If all four are tightly integrated with the search term, you’ll pay a very low cost per click — perhaps only 5 cents — and still command a high position on Google’s first page. Any component that does not match the search term closely causes the CPC to rise, perhaps even by a factor of a hundred!

B. Every time Google displays your ad, it records the fact. This is known as an “impression”. If a surfer clicks on the ad, Google records that also, and divides the number of clicks by the number of impressions. The result gives your ad a “click-through” rate (CTR). A similar calculation is made for your keywords that appear in the search term, to give them their own click-through rate. Google AdWords assumes that, if a human clicks on your ad, it is probably relevant to the search term typed in.

As your CTR rises, so do your keywords’ Quality Scores, and, as more and more keywords’ Quality Scores rise, so does the Quality Score of the entire Ad Group. The higher the Quality Score is, the lower will be the cost per click. Conversely, the fewer clicks your ad gets whenever it’s displayed, the lower your Quality Score and the higher your cost per click will be.

How to Increase Relevance of the 4 Components (keywords, ad text, URL, landing page)…

If you create a campaign manually (rather than by “brute force” means), use only one keyword phrase per Ad Group, e.g., “adwords guide”, and specify exact match initially. Once the Ad Group’s Quality Score has increased, expand it to phrase match also, to capture phrases such as “online adwords guide” and “adwords guide for beginners”. (To specify broad match, to capture search terms like “adwords online guide” and “guide to adwords”, is impractical unless you use “brute force” software.)

Use the precise keyword phrase in the heading of the Ad Variation, and sprinkle the keywords in the two description lines.

Use the keyword phrase, hyphenated or unhyphenated, in the display URL, e.g., “/adwords-guide” or “/AdWordsGuide”. Not only does Google’s robot consider it relevant, but humans do, too, and are more likely to click on the ad.

Use the keyword phrase, hyphenated or unhyphenated, in the destination URL of the landing page, e.g., “/adwords-guide.html” or “/AdWordsGuide.htm”.

If possible, register domain names, both hyphenated and unhyphenated, containing the keyword phrase. Use the hyphenated one in the display and destination URLs, and redirect the unhyphenated one to the hyphenated one for other promotion purposes.

Use the keywords in the landing page content as follows:

– The precise keyword phrase in the tag;
– In the and metatags;
– The precise keyword phrase in the first heading tag and variations of it in other , , , etc. tags;
– Sprinkle the keywords liberally but naturally throughout the content, particularly among the first and last 25 words, but do not commit the Google crime of “keyword stuffing”, which is penalized.

Ideally, the landing page should relate ONLY to the SPECIFIC product, service or information being offered in the ad, and the objective of the visitor’s search term should be IMMEDIATELY OBVIOUS to his eyes as soon as he lands on the page. If your ad sends the visitor to a web site’s general home page, or the visitor has to spend time looking for his objective on the landing page, you’ll lose him in seconds and your click cost will be wasted. Furthermore, The Google robot will see the landing page as irrelevant, and the keyword’s Quality Score will be reduced, thereby increasing its cost per click.

Here’s a quick trick that almost nobody uses because it is so little known. If you must include some irrelevant words that would dilute your web page’s content in Google’s eyes, “character reference” encode them with one of the free conversion tools available on the Web. For example, the words “New York” are utterly irrelevant on this web page; so, they are encoded in its HTML as “New York”.

About The Author

http://www.AdwordsCampaign.net is updated frequently with free advice about Google AdWords strategy, tactics, tips tricks and techniques for success in AdWords advertising.