37 Killer AdWords--Pay-Per-Click Secrets Exposed
www.MindValleyLabs.com www.BetterClix.com
First Edition, 2007
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Introduction
There’s really nothing better than discovering the real results that real Google Pay-Per-Click
(PPC) ads produce in the real world. In this book, those real results are presented to you -
again and again.
Google AdWords is considered by many as the most powerful method of gaining business
today. It’s an extremely powerful tool – that’s true.
But its inherent power leads many, many advertisers to great frustration.
That’s not the worst of it. A downward spiral of ad performance can lead you to throw more
and more cash at Google (and they really don’t need more of it!) in a desperate attempt to get
AdWords performing as well as you ‘know’ it should. Everyone else is doing so well with
Google Pay-Per-Click….aren’t they?
Well, actually - they’re not. No way.
How can this be? A few advertisers discover the right mix of techniques and strategy to
make AdWords work extremely well. Good for them.
But many more struggle and ultimately throw in the towel, vowing never to touch Google
AdWords again. More than one business has gone bankrupt, after blowing massive amounts
of cash on Google AdWords and giving up.
And that’s just beyond stupid. What’s more, it’s a real shame. Because Google AdWords
truly can be one of today’s best methods to grow your business.
Is there a way out?
Yes. The trick to winning at Google PPC is to discover the mistakes of others, then applying
lessons from in-depth, valid research. Plus testing, testing, testing.
We’ve done most of that for you. Now, you simply have to select the Secrets most helpful
for you, and gradually start bringing them into your own Google AdWords campaigns.
You’ll notice the 37 Secrets are not grouped in any particular order. That’s intentional - for
two reasons;
1. Google AdWords success is achieved by considering a wide variety of factors.
2. Presenting each Secret throughout the book in a varied manner makes it very
readable, as it holds your interest. Let’s face it - it’s not easy to get excited about, say,
keyword selection. But show us a single word change in our ads that boosts
performance by over 100% - now we’re talking!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
The Secrets contained in this book deliver an incredible Google AdWords edge to you - over
and over. Even if you only apply a small fraction of these proven Secrets, you’ll be far, far
ahead of your competitors.
With this in mind, let’s get started. Discover these 37 Secrets now - before your competitors
do!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
How To Stop Screwing Around with Google AdWords
Now and Actually Get Google SELLING for YOU. Quickly
& Easily!
Google Insider Reveals; "How To Discover
More Google AdWords Secrets than Your
Competition; YOU'LL Make Money While
THEY Lose"
Give me just a few minutes and I'll show you how the full
37 Killer AdWords Pay-Per-Click Secrets Exposed
eBook truly can turn your Google AdWords campaigns into winners!
When you’ve read the 5 Secrets in this sample package and you want to
try 32 more AdWords Secrets that actually work – 100% RISK FREE.
Plus FIVE AdWords-related BONUS BRIBES - discover this web page;
[please click]
www.37AdwordsSecrets.com
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Top 37 Killer AdWords
Pay-Per-Click Secrets – Exposed
Secret #1 – Never Let Google Choose Your Winning Ad
Secret #2 - How to Select Keywords the Smart Way
Secret #3 - Do ‘Sure-Fire’ Headlines Work?
Secret #4 - Use Ad Variations – At All Times
Secret #5 - Always Use Keywords in Your Headline
Secret #6 - Only Have a Small Number of Keywords
for Each Ad Group
Secret #7 - Bid High Now, Save Money Later
Secret #8 - How to Use Imagination in Your Ad Text to
Beat Your Competition
Secret #9 - How a Killer Word Can Boost CTR by 30% and CR by
65%
Secret #10 - Use Descriptive vs. Salesy Adjectives
Secret #11 - Use Keywords in your Display URL to
Boost Your Quality Score
Secret #12 - When Capital Letters in Your Ad’s Display URL
Can Kill You
Secret #13 - Don’t Yell and Boost Your CTR by 234%!
Secret #14 - Did You Know That You Could Boost Your CTR
By 90% With This Phrase?
Secret #15 - Isn’t it Amazing what You Can Get Away With
on Friday Nights?
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Secret #16 - When Less is More
Secret #17 - One of the Most Powerful Ads to Take Business
From Your Competitors
Secret #18 - Speak Plain English to Boost Your Click-Through-Rate
Secret #19 - Put Benefits and Features in their Proper Place
Secret #20 - A Probing Question Can Boost the
Click-Through-Rate of PPC ads by 244%
Secret #21 - How Emotional Words Play a Dead-Serious
Role in Google Ads
Secret #22 - A ‘Guaranteed’ Way to Boost Your ROI
Secret #23 - It’s Rhythm and Rhyme Time !
Secret #24 - Little Things Make a Big Difference
Secret #25 - Put Prices in Your Ad Text and Save
With Every Click
Secret #26 - Mimic a Universal Call-to-Action and Boost
Your CTR by 100%
Secret #27 - Send Your Prospect to the Right Page
Secret #28 - It Sucks to be #1 – So Avoid It !
Secret #29 - Don’t Advertise 7 days a Week
Secret #30 - Do (and Don’t) Monitor Your Ads Closely!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Secret #31 - Why SEO Copywriting Doesn’t Work for
Pay-Per-Click Direct Marketers
Secret #32 - Learn How to Boost CTR 75% - by Being
More Descriptive
Secret #33 - Easily, Rapidly, Quickly Boost Your ROI by 20%
Secret #34 - Tell Prospects What to Do Next and Boost Your CTR
Secret #35 - How to Double Your Click-Through-Rate in
15 Minutes
Secret #36 - Go for Quality - Not Quantity
Secret #37 - Optimize for Leads – Not CTR and Not ROI
About the Authors – See Final Page
We recommend you print this eBook, for more enjoyable
reading - plus maximum convenience while working in your
Google Account creating ads.
It is 110 pages long, with some color pages.
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Helpful AdWords and Online Marketing
Definitions and Abbreviations Used in this Book
Ad Rank/Positioning
An ad's position is based on its Ad Rank, which is determined by your keyword or Ad
Group's maximum cost-per-click (CPC) times the matched keyword's Quality Score. For the
top positions above Google search results, however, we use your ad's actual CPC to
determine its position.
Ad Variations
Ad variations are multiple versions of an ad for a single product or service, all based on the
same set of keywords. Variations are a good way to test many versions of the same message
to see which works best with potential customers.
Click-Through-Rate (CTR)
Click-Through-Rate (CTR) is the number of clicks your ad receives divided by the number
of times your ad is shown (impressions).
Conversion
When a user completes an action on your site, such as buying something or requesting more
information.
Conversion Rate (CR)
The number of conversions divided by the number of ad clicks. Note that the conversion
rate should not be greater than 100%. Conversions are only counted on Google and some of
our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on
which Google can track conversions.
Daily Budget
The amount you're willing to spend on a specific AdWords campaign each day.
AdWords displays your ad as often as possible while staying within your daily budget. When
the budget limit is reached, your ads will typically stop showing for that day
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Destination URL
When you create your ad, you'll specify a display URL and a destination URL. The
destination URL is the exact URL within your website that you want to send users to from
your ad.
Display URL
This is the URL displayed on your ad to identify your site to users. The green text in the
sample ad below is the display URL. Users clicking on this ad have a clear idea of the website
or landing page to which they'll be taken when they click on that ad.
Keyword
The keywords you choose for a given Ad Group are used to target your ads to potential
customers.
Landing Page
An active web page where customers will 'land' when they click your ad. The web address for
this page is often called a 'destination URL' or 'clickthrough URL.'
Pay-Per-Click (PPC)
The pricing structure used by some online channels to charge an advertiser each time a user
clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel.
Also called cost-per-click (CPC).
Prospect
A candidate: someone who is considered for something (in the context of this book, a
potential customer or client)
Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and
determining your minimum CPC bid for Google and the search network. This score is
determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your
ad text, keyword, and landing page.
Return on Investment (ROI)
The benefit gained in return for the cost of your ad campaign. Although exact measurement
is nearly impossible, your clickthrough rate and your conversion rate combined with your
advertising costs, can help you assess the ROI of your campaign.
URL - (Uniform Resource Locator)
The address/location of a webpage or file on the Internet.
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Beginner, Intermediate or Advanced?
This book is for Intermediate and Advanced advertisers who’ve already learned how to setup
the basic features of a Google AdWords account.
Here in this book, we don’t discuss the basics. For those that wish to review more basic
Google AdWords strategy, please visit www.MindValleyLabs.com/products , where some
excellent free and paid resources on Google AdWords basics are available, as well as more
advanced techniques.
An Important Note about Google Analytics
An important step in creating superior Google AdWords campaigns is the use of Google
Analytics, now free with your Google account (until late 2006 Google Analytics would have
cost you over $4,000!)
This important subject needs a dedicated book all its own to cover it properly. Google
Analytics is not discussed in this particular book.
However, there are a number of online resources available to help you set up and monitor
Google Analytics for maximum benefit.
News of Google Analytics training, free Analytics Webinars and other information will
become available to you if you sign up for my free series of Google AdWords tips by email
at; www.BetterClix.com/adwordsmyths.html
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Thank You for previewing this eBook
You can read the full version of this eBook in different formats:
HTML (Free /Available to everyone)
PDF / TXT (Available to V.I.P. members. Free Standard members can
access up to 5 PDF/TXT eBooks per month each month)
Epub & Mobipocket (Exclusive to V.I.P. members)
To download this full book, simply select the format you desire below
First Edition, 2007
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Introduction
There’s really nothing better than discovering the real results that real Google Pay-Per-Click
(PPC) ads produce in the real world. In this book, those real results are presented to you -
again and again.
Google AdWords is considered by many as the most powerful method of gaining business
today. It’s an extremely powerful tool – that’s true.
But its inherent power leads many, many advertisers to great frustration.
That’s not the worst of it. A downward spiral of ad performance can lead you to throw more
and more cash at Google (and they really don’t need more of it!) in a desperate attempt to get
AdWords performing as well as you ‘know’ it should. Everyone else is doing so well with
Google Pay-Per-Click….aren’t they?
Well, actually - they’re not. No way.
How can this be? A few advertisers discover the right mix of techniques and strategy to
make AdWords work extremely well. Good for them.
But many more struggle and ultimately throw in the towel, vowing never to touch Google
AdWords again. More than one business has gone bankrupt, after blowing massive amounts
of cash on Google AdWords and giving up.
And that’s just beyond stupid. What’s more, it’s a real shame. Because Google AdWords
truly can be one of today’s best methods to grow your business.
Is there a way out?
Yes. The trick to winning at Google PPC is to discover the mistakes of others, then applying
lessons from in-depth, valid research. Plus testing, testing, testing.
We’ve done most of that for you. Now, you simply have to select the Secrets most helpful
for you, and gradually start bringing them into your own Google AdWords campaigns.
You’ll notice the 37 Secrets are not grouped in any particular order. That’s intentional - for
two reasons;
1. Google AdWords success is achieved by considering a wide variety of factors.
2. Presenting each Secret throughout the book in a varied manner makes it very
readable, as it holds your interest. Let’s face it - it’s not easy to get excited about, say,
keyword selection. But show us a single word change in our ads that boosts
performance by over 100% - now we’re talking!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
The Secrets contained in this book deliver an incredible Google AdWords edge to you - over
and over. Even if you only apply a small fraction of these proven Secrets, you’ll be far, far
ahead of your competitors.
With this in mind, let’s get started. Discover these 37 Secrets now - before your competitors
do!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
How To Stop Screwing Around with Google AdWords
Now and Actually Get Google SELLING for YOU. Quickly
& Easily!
Google Insider Reveals; "How To Discover
More Google AdWords Secrets than Your
Competition; YOU'LL Make Money While
THEY Lose"
Give me just a few minutes and I'll show you how the full
37 Killer AdWords Pay-Per-Click Secrets Exposed
eBook truly can turn your Google AdWords campaigns into winners!
When you’ve read the 5 Secrets in this sample package and you want to
try 32 more AdWords Secrets that actually work – 100% RISK FREE.
Plus FIVE AdWords-related BONUS BRIBES - discover this web page;
[please click]
www.37AdwordsSecrets.com
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Top 37 Killer AdWords
Pay-Per-Click Secrets – Exposed
Secret #1 – Never Let Google Choose Your Winning Ad
Secret #2 - How to Select Keywords the Smart Way
Secret #3 - Do ‘Sure-Fire’ Headlines Work?
Secret #4 - Use Ad Variations – At All Times
Secret #5 - Always Use Keywords in Your Headline
Secret #6 - Only Have a Small Number of Keywords
for Each Ad Group
Secret #7 - Bid High Now, Save Money Later
Secret #8 - How to Use Imagination in Your Ad Text to
Beat Your Competition
Secret #9 - How a Killer Word Can Boost CTR by 30% and CR by
65%
Secret #10 - Use Descriptive vs. Salesy Adjectives
Secret #11 - Use Keywords in your Display URL to
Boost Your Quality Score
Secret #12 - When Capital Letters in Your Ad’s Display URL
Can Kill You
Secret #13 - Don’t Yell and Boost Your CTR by 234%!
Secret #14 - Did You Know That You Could Boost Your CTR
By 90% With This Phrase?
Secret #15 - Isn’t it Amazing what You Can Get Away With
on Friday Nights?
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Secret #16 - When Less is More
Secret #17 - One of the Most Powerful Ads to Take Business
From Your Competitors
Secret #18 - Speak Plain English to Boost Your Click-Through-Rate
Secret #19 - Put Benefits and Features in their Proper Place
Secret #20 - A Probing Question Can Boost the
Click-Through-Rate of PPC ads by 244%
Secret #21 - How Emotional Words Play a Dead-Serious
Role in Google Ads
Secret #22 - A ‘Guaranteed’ Way to Boost Your ROI
Secret #23 - It’s Rhythm and Rhyme Time !
Secret #24 - Little Things Make a Big Difference
Secret #25 - Put Prices in Your Ad Text and Save
With Every Click
Secret #26 - Mimic a Universal Call-to-Action and Boost
Your CTR by 100%
Secret #27 - Send Your Prospect to the Right Page
Secret #28 - It Sucks to be #1 – So Avoid It !
Secret #29 - Don’t Advertise 7 days a Week
Secret #30 - Do (and Don’t) Monitor Your Ads Closely!
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Secret #31 - Why SEO Copywriting Doesn’t Work for
Pay-Per-Click Direct Marketers
Secret #32 - Learn How to Boost CTR 75% - by Being
More Descriptive
Secret #33 - Easily, Rapidly, Quickly Boost Your ROI by 20%
Secret #34 - Tell Prospects What to Do Next and Boost Your CTR
Secret #35 - How to Double Your Click-Through-Rate in
15 Minutes
Secret #36 - Go for Quality - Not Quantity
Secret #37 - Optimize for Leads – Not CTR and Not ROI
About the Authors – See Final Page
We recommend you print this eBook, for more enjoyable
reading - plus maximum convenience while working in your
Google Account creating ads.
It is 110 pages long, with some color pages.
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Helpful AdWords and Online Marketing
Definitions and Abbreviations Used in this Book
Ad Rank/Positioning
An ad's position is based on its Ad Rank, which is determined by your keyword or Ad
Group's maximum cost-per-click (CPC) times the matched keyword's Quality Score. For the
top positions above Google search results, however, we use your ad's actual CPC to
determine its position.
Ad Variations
Ad variations are multiple versions of an ad for a single product or service, all based on the
same set of keywords. Variations are a good way to test many versions of the same message
to see which works best with potential customers.
Click-Through-Rate (CTR)
Click-Through-Rate (CTR) is the number of clicks your ad receives divided by the number
of times your ad is shown (impressions).
Conversion
When a user completes an action on your site, such as buying something or requesting more
information.
Conversion Rate (CR)
The number of conversions divided by the number of ad clicks. Note that the conversion
rate should not be greater than 100%. Conversions are only counted on Google and some of
our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on
which Google can track conversions.
Daily Budget
The amount you're willing to spend on a specific AdWords campaign each day.
AdWords displays your ad as often as possible while staying within your daily budget. When
the budget limit is reached, your ads will typically stop showing for that day
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Destination URL
When you create your ad, you'll specify a display URL and a destination URL. The
destination URL is the exact URL within your website that you want to send users to from
your ad.
Display URL
This is the URL displayed on your ad to identify your site to users. The green text in the
sample ad below is the display URL. Users clicking on this ad have a clear idea of the website
or landing page to which they'll be taken when they click on that ad.
Keyword
The keywords you choose for a given Ad Group are used to target your ads to potential
customers.
Landing Page
An active web page where customers will 'land' when they click your ad. The web address for
this page is often called a 'destination URL' or 'clickthrough URL.'
Pay-Per-Click (PPC)
The pricing structure used by some online channels to charge an advertiser each time a user
clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel.
Also called cost-per-click (CPC).
Prospect
A candidate: someone who is considered for something (in the context of this book, a
potential customer or client)
Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and
determining your minimum CPC bid for Google and the search network. This score is
determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your
ad text, keyword, and landing page.
Return on Investment (ROI)
The benefit gained in return for the cost of your ad campaign. Although exact measurement
is nearly impossible, your clickthrough rate and your conversion rate combined with your
advertising costs, can help you assess the ROI of your campaign.
URL - (Uniform Resource Locator)
The address/location of a webpage or file on the Internet.
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Beginner, Intermediate or Advanced?
This book is for Intermediate and Advanced advertisers who’ve already learned how to setup
the basic features of a Google AdWords account.
Here in this book, we don’t discuss the basics. For those that wish to review more basic
Google AdWords strategy, please visit www.MindValleyLabs.com/products , where some
excellent free and paid resources on Google AdWords basics are available, as well as more
advanced techniques.
An Important Note about Google Analytics
An important step in creating superior Google AdWords campaigns is the use of Google
Analytics, now free with your Google account (until late 2006 Google Analytics would have
cost you over $4,000!)
This important subject needs a dedicated book all its own to cover it properly. Google
Analytics is not discussed in this particular book.
However, there are a number of online resources available to help you set up and monitor
Google Analytics for maximum benefit.
News of Google Analytics training, free Analytics Webinars and other information will
become available to you if you sign up for my free series of Google AdWords tips by email
at; www.BetterClix.com/adwordsmyths.html
FIVE FREE SAMPLE SECRETS FROM THE NEW BOOK
Discover 32 More Killer Google AdWords Secrets today plus 5 BONUS BRIBES
at => www.37AdWordsSecrets.com
Thank You for previewing this eBook
You can read the full version of this eBook in different formats:
HTML (Free /Available to everyone)
PDF / TXT (Available to V.I.P. members. Free Standard members can
access up to 5 PDF/TXT eBooks per month each month)
Epub & Mobipocket (Exclusive to V.I.P. members)
To download this full book, simply select the format you desire below
About Bt
