15 AdWords Marketing Experts Share Their Top Strategies

Kristina Cutura

Founder/SEM Consultant KristinaCutura.com, Author of Advertising on Google: The High Performance Cookbook

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

Pick highly relevant keywords, avoiding the more general, expensive ones. This sounds counter-intuitive because most companies believe that adding a lot of high traffic keywords increases your exposure. However, adding too many keywords can hinder your efforts at achieving good quality scores and the keywords that you choose could cost you more.

With Google, it’s all about relevance. Google wants their users to see ads that relate to what they are looking for. So, AdWords rewards advertisers who choose relevant keywords and write appealing ads by giving them better quality scores. AdWords discourages advertisers who choose keywords that are too general through poor quality scores. When you have better quality scores, you need to pay less for each click. Focusing on relevance (rather than adding any keyword you can think of) will pay off in the long run. Expand your keyword lists as you learn more about AdWords and what works for you.

If a company or individual is starting out with a total budget of under $1,000 for AdWords what would you suggest they do?

Don’t aim for the top ad spot, at least not at first. Being the #1 ad on Google is also going to be the most expensive. If your ads show in position 2-4, you can still get great volumes of traffic, but you’ll pay less for each click. Also, the top ad often gets lots of curiosity and impulse clicks that may not be as qualified. Ads 2-4 tend to get more clicks from users who actually take the time to read the ad copy.

Target more narrowly, rather than broadly. For example, if you are a local business, show your ads to only the locations where your customers are likely to come from.

Core Philosophy on AdWords:

“Set goals (such as how much you are willing to pay for each sale or lead) so you can focus your optimization efforts. It’s easy to get distracted with the many features and statistics, so you’ll need to keep in mind your end goal.”
Kristina Cutura, Founder/SEM Consultant of KristinaCutura.com, Author of Advertising on Google: The High Performance Cookbook

Jonathan Casella

New Media Marketing Manager/Search Specialist at Sparxoo

Please share a case study with us:

My client, a tourism company, wanted to utilize PPC after their site launch as a way of generating traffic and leads, while SEO had an opportunity to develop. We built five campaigns: one for each primary service offered. Within each campaign, we developed 10-15 ad groups with no ad group containing more than 5 keywords. Each ad group had it’s own landing page, optimized for the keywords being targeted. We embedded a brand video, added a phone number, and created a form in the right margin. In one month, we saw conversions (online lead forms) increase 250% with a 46% decrease in cost-per-conversion. This process take much more time, but is much more effective.

Do you have any text ad tips or a short case study on good performing text ads for us?

Make sure to test compelling call-to-actions (CTAs). Depending on the target audience, you’re likely to find there are certain CTAs that are more successful. In one scenario, two ads had the same copy, except for the CTA. One read “Sign Up Now!” and one said “Learn More.” Turns out, the “Learn More” had a 50% higher click-thru-rate.

I also like to test ads that have the first letter of each word capitalized. I find that capitalized ads generally have a higher CTR. As you become more experienced with PPC, you will see that the littlest things can influence the success or failure of a text ad.

Core Philosophy on AdWords

“I believe testing is key to AdWords success—test everything. Test your keywords, text ads, image ads, call-to-actions, landing pages—test to see if your ads perform better in position 3 verse position 1.”
Jonathan Casella, New Media Marketing Manager/Search Specialist at Sparxoo

Tim Schmidt

Internet Marketing Specialist, Explore Consulting

What is your best quick implementation tip for AdWords?

Adjust your ad schedule and cycles.  Most people simply default to running their ads evenly 24/7, every day of the year, no matter what’s happening.  First, decrease your bid during off-hours when there’s less competition.  There’s no reason to pay full click price at 3 AM.  Second, watch the trend of weekday vs. weekends clicks.  One set usually converts better, so bid up the one set and down the other.  Third, adjust for seasonal trends.   For instance, products around holidays or services around regulatory deadlines cause upswings, so emphasize the upside and relax afterwards.  Fourth, jump on breaking news stories.  If your product or service relates to a news story people are searching upon, AdWords can be a quick way to capitalize on that topic and drive people to your website.  While larger companies are still dithering with approval, an entrepreneur can craft and run an ad within ten minutes.

If a company or individual is starting out with a total budget of under $1,000 for AdWords what would you suggest they do?

Stay away from money terms and liberally collect negative keywords.  Anyone searching upon the modifier “cheap” or “free”, don’t pay for that click.  Likewise, while the search modifier “best”, “top”, and “sale” drives lots of traffic, those searches perform worse on conversions.  Instead, look for the long tail keywords searched upon less frequently, but indicates higher buyer interest.  Don’t bid up to the top position.  Being number one probably won’t increase your click through rate, but it will increase your costs.

Core Philosophy on AdWords

“I like Google, but I like my money better.  Ruthlessly optimize your ads and budget, but don’t get hung up on AdWords and don’t overspend.  The best way to generate new business is still the satisfied customer.”

Tim Schmidt, Internet Marketing Specialist at Explore Consulting

Alex Genadinik

Founder of Problemio

If a company or individual is starting out with a total budget of under $1,000 for AdWords what would you suggest they do?

I would suggest to definitely set a daily maximum spending limit and limit each keyword. Also, I would advise to not bid on too many keywords right away, but test different keywords slowly. That way it will be easier to determine which keywords are performing well and which are not.

The last thing you want to do is rush in. Also, before you start spending money, make sure your website converts visitors well. Otherwise it can just be a waste of money.

Do you have any landing page tips? 

For whatever you want the conversion to be, have it appear above the fold. And preferably, make sure that there is only 1 thing you want the users to convert to. And make that one thing extremely clear. And make sure you promise that one thing in the text of your ad.

Core Philosophy on AdWords

“There are 4 things that must absolutely fall into place:

1) Cost

2) Scale of people who will be reached

3) Targeting with tested keywords

4) Eventual conversion of the people who will click on the ad.”

Alex Genadinik, Founder of Problemio

Craig Streaman

Director of Marketing, Consumer Action Law Group

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

Using ASCII Characters (%,®, +, *) will instantly set your ads apart from others competing for the same keywords.  It’s not rare to see an ad with a lower position receive a higher CTR by using attention grabbing characters that stand out from the rest of the plain text.

Any AdWords secret weapons that you could elaborate a little on?

For advertisers with a larger budget and larger potential audience, setting the Delivery Method to “Accelerated: Show ads more quickly until budget is reached” and turning the campaign budget and CPC up,  you can quickly determine how many clicks are actually available, and which times of day perform best.  After getting a good sample, you can then pare back a campaign to use only keywords, ads, and certain times of the day that prove to be profitable.

Core Philosophy on AdWords

“All good PPC starts with good SEO.  Clearly defined landing pages with a single message, and clear calls to action are just as important as your keyword choice and ad copy.  There is no point in driving visitors to a site / page if you have no chance at converting them.”
Craig Streaman, Director of Marketing  at Consumer Action Law Group

Eric Fischer

Web Designer and SEO/SEM Specialist at 20 Creative Media & Marketing

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

For businesses with a local storefront, make sure your local profile is up to date. If your Google Places for Business page is up to date and validated, with appropriate business types selected, etc, it will allow you to dominate a visitor’s eye real-estate when they first search for terms associated with your business.

By choosing good keywords for your AdWords ads and associating them with your Google Places account, the Google frontpage can become your playground.

For those without a local storefront, expanded sitelinks are a must. Your wonderfully placed ad can disappear amongst the other entries if it’s just two lines.

Do you have any text ad tips or a short case study on good performing text ads for us?

Text Tips – Make sure you learn how to put the keyword that was searched for into the ad dynamically. This is really easy, and often overlooked. If your ad’s headline contains the keyword that was actually searched for, everything is golden!

Core Philosophy on AdWords

“Integration with Analytics is critical. Unless you know what visitors are doing once they click on your ads, you may be throwing your money away.”
Eric Fischer, Web Designer and SEO/SEM Specialist at 20 Creative Media & Marketing

Matthew Gibbons

SEM Manager at inSegment

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

I would advise companies looking to get started quickly in AdWords to focus on the “low hanging fruit”. Create search campaigns focused on keywords that will bring in exactly your target audience. Be sure to use text ads and landing pages that continue the conversation that the user initiated when they entered a search. Conversion tracking is also a must for advertisers looking to measure their return on investment; this data allows marketers to optimize their account for maximum profitability.

Any AdWords secret weapons that you could elaborate a little on?

It’s a poorly kept secret, but the AdWords Editor is a great tool. It allows AdWords managers to make bulk changes in a way that the user interface does not, including adjustments as a percentage of the original value. Copying and pasting variables saves a tremendous amount of time and effort. It also allows multiple users to collaborate on an account without overriding each other’s changes.

Core Philosophy on AdWords

“inSegment’s core philosophy on using AdWords is to “continue the conversation”. Your advertisement should not be an interruption in the user experience; it should be an answer to a question they have asked.”
Matthew Gibbons, SEM Manager at inSegment

Lauren Davis

Lead Paid Search Account Manager at TopSpot Internet Marketing

Please share a case study with us:

Before we took over the account, an aftermarket car parts company had all their keywords in one single ad group. This means that no matter what keyword was typed in, the user saw the same ad and landed on the same page. We did a lot of research on their website to make sure we had all the car parts in their campaigns as keywords. We also separated the keywords out into their own ad groups, in order to create targeted ads for each keyword. Doing this increased CTR almost 6 times, and reduced cost-per-click by half. Having ads landing customers on product pages instead of the home page increased online sales by 50%.

Anything else you’d like to add in?

If you are not getting good conversions, first check your keywords to make sure they are driving targeted traffic. If the traffic is high quality, but they are not converting, it is time to consider making website changes.

Core Philosophy on AdWords

“Be a Paid Search Scientist: Test, Measure, Adjust. Like any scientist, start with a hypothesis you would like to test.”
Lauren Davis, Lead Paid Search Account Manager at TopSpot Internet Marketing

Kathy Horn

Marketing Consultant with vitalink®

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

Don’t try to do too much at once. Start with a targeted campaign that tests 3-4 different ads for effectiveness, and limit the number of keywords to 10-15 to start. Be as specific as you can. You may wish to begin by accepting Google’s recommended settings, then adjust as you find out what works best for you. In my experience, the leads my clients have gotten through the Search Network have been of a much higher quality (and more likely to convert) than those coming from the Display Network. That said, we often use the Display Network to gain brand exposure and name recognition or to specifically target certain websites we know our customers and potential customers are likely to visit by using managed placements.

Do you have any landing page tips?

  • To be most effective, your ads should set the expectation for the landing page. As an example, if your ad says, “get a free sample of product A” and you drop visitors onto your website’s home page—where there is no reference to the free sample—they will likely leave and you just wasted money on an ad.
  • You’ll also want to make sure the keywords used for each ad group are represented on the landing page.

Core Philosophy on AdWords

“AdWords is a great tool to draw visitors to your website, but if you are in a competitive industry, it can be pricey. You really have to target and test your ads carefully to ensure you are spending your budget most effectively.”
Kathy Horn, Marketing Consultant with vitalink®

Mark Eckdahl

Chief Evangelist, ScheduleMax Online Scheduling

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

For very quick AdWords implementation:  Try an AdWords test for your business – use (only) top two search terms and remove Display network distribution to focus your test.  Target the traffic from a click to a page with Google Analytics or other tracking already setup.  Start the Ad and see if the cost is worth the benefit it is to your business.  If it is, see how you can grow your AdWords usage to get more benefits for your business.

If a company or individual is starting out with a total budget of under $1,000 for Adwords what would you suggest they do?

Note, before you start with AdWords you need to get your best SEO terms and add them to your website.  This will result in both free traffic from searches and higher Quality Score (Rating of how close your website content matches AdWords keyword) for those same terms when used in AdWords.

A. Determine best search terms for your business.

B. Put these search terms in your website.

C. Target Adwords to either mobile or desktop depending on which will give you better results for each click.  And eliminate Display Network.

D. Set CPC at near what Google recommends, however pay less for keywords you see as less likely to benefit your business, and a bit more for keywords that fit your business exactly.

Core Philosophy on AdWords

“Test and improve a focused lead generation plan.”
Mark Eckdahl, Chief Evangelist at ScheduleMax Online Scheduling

Michael LaLonde

SEM Consultant, Londes Digital Marketing

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

Define goals and learn to measure how effective your campaigns are at reaching those goals.  Whether you’re maximizing a tangible conversion likes sales, revenue, or leads, or have branding objectives and are using time on site, pages/visitor, and bounce rate, it’s imperative to monitor how effective each part of your AdWords strategy is performing and focusing on profitable segments.

Please share a case study with us:

Last year, we signed on an e-commerce client that had a budget of $2k/month for Google AdWords.  They had a 1.5 Revenue/Cost ratio, which wasn’t a profitable margin for them (for every $1 they spent, they generated $1.50 in sales).  With plenty of analytics and AdWords data to look at, we were able to restructure their campaign in a very measurable way that focused on what had been effective in the past.  Within two months, we had more than doubled their sales to a 3.2 revenue/sales ratio.  We did this by excluding unprofitable segments, focusing on long-tail searches that provided extremely profitable customers, and executing ad testing.  Over a year later, we’re helping them scale campaigns and increase budgets in the 3-5 revenue/cost range to increase sales and drive more profitable traffic.

Core Philosophy on AdWords

“Our goal when approaching AdWords is to be both scalable and measurable.”
Michael LaLonde, SEM Consultant at Londes Digital Marketing

Donnie Cooper

Founder of Inboundable.com

Any AdWords secret weapons that you could elaborate a little on?

I always use mergewords.com to help me organize the various keywords for each ad group. I like having every variation possible (and set to phrase match), so I can be sure I tested everything.

CallRail.com is another invaluable tool. This service (which you should be using too) tells me exactly which campaign, ad group and even keyword my phone calls come from! It’s my secret weapon, because competitors will continue to bid on keywords that send traffic but not calls. I like getting calls and sales, so I track calls from the website, not just calls from AdWords numbers.
If you’re on a shoe string budget, I built a wordpress plugin for tracking calls from visitors who have clicked one of your ads.

Do you have any text ad tips or a short case study on good performing text ads for us?

Always use the keyword topic for that ad group in your ad text. Beyond that, you can test several calls to action like “see our deals” or “offer ends today”. The most important thing to remember however, AdWords is all about who can get leads the cheapest… so your goal should be high quality scores via well organized campaigns. And this means, using your target keywords in your ad text.

Core Philosophy on AdWords

“In the vast majority of cases, I recommend structuring your account such that each of your campaigns has only 1 landing page (optimized for only 1 keyword topic). Each ad group would contain variations of that topic as keywords and similar ad text.”
Donnie Cooper, Founder of Inboundable.com

Russell Davies

Owner, Lobster Digital Marketing Limited

Any AdWords secret weapons that you could elaborate a little on?

Most people think that you have to bid the most to get your advert further up the serps but it’s not true. A lower bid on a phrase that has an advert that gets more clicks will get a higher placement on the results pages than a poorly designed advert that bids more than you do. Spend the time on your advert and run several adverts at the same time to test variations on headlines, subtitles and body text to see what works best. Pause under-performing ads or make further changes until you find an advert that converts well, gets high placement and low cost per click.

What is your best implementation tip for AdWords?

Keep it simple to begin with. Target a small number of phrases with optimized adverts that relate closely to the phrases you’re targeting.  Don’t be tempted by Google to add hundreds of suggested phrases to your list, stick to a small number of phrases that are middle or low competition but get regular visits. Its much better to get a high percentage of the visits from a less popular phrase that a tiny number of visits from a highly popular and expensive phrase.

Core Philosophy on AdWords

“Be targeted – take time to target small groups of phrases with optimized ads.”
Russell Davies, Owner of Lobster Digital Marketing Limited

Sean O’Brien

Director of Marketing, Pagely®

What is your best quick implementation tip for companies and individuals trying to increase exposure and their profits through AdWords?

Utilizing conversion tracking, make sure to figure out what an average lead/sale is worth, and then bid based on this. Bidding based on conversion value ensures you’re only bidding if you’re seeing ROI.

Do you have any landing page tips?

Make sure your landing page has a form visible above the fold, and has content relevant to the keyphrase you’re sending traffic for. Therefore, it’s optimal to have a separate landing page for each keyphrase.

Core Philosophy on AdWords

“My core philosophy on using AdWords is that in order to make it work, you either need to become an expert, or hire an expert. Many SMBs try AdWords and abandon it before giving it a fair chance, oftentimes because they figure it’s something they can do themselves without the proper training or experience. If someone wants to run their own AdWords account, they should study and sit for Google’s relevant certification exams.”
Sean O’Brien, Director of Marketing at Pagely®

Taylor Miles

CEO of WebbROI

Do you have any text ad tips or a short case study on good performing text ads for us?

Test, Test, Test.  Start with your brand name, see how current customers respond, then use similar ads for new customers.

Anything else you’d like to add in?

Most importantly, measure with Conversions on site both in AdWords and Google Analytics.  Start small and test.  Don’t even try using AdWords unless you are tracking some sort of measurable goal: Phone calls, Sales, or Contact us page requests.

Core Philosophy on AdWords

“AdWords is more than paying for clicks; it’s core to researching and understanding your market and customer base.”
Taylor Miles, CEO at WebbROI

Google Adwords Certification: Costs, Details, Tips and Study Guide

AdWords is a fairly complicated advertising platform. Complicated enough that it’s easy to burn through a decent sized budget on AdWords, sometimes in just a few days.  Anyone who’s ever tried AdWords with no previous experience or without investing in some training first can probably tell you that.

And that’s why many small businesses hire an AdWords specialist to help them turn a profit on their AdWords campaigns.  Those with a big enough budget hire a full or part-time employee as a PPC (pay-per-click) Manager. Others outsource their AdWords campaign management to a PPC firm.

The thing is, these small businesses need a way to figure out who’s really skilled in AdWords.  If you’re either:

a) Looking for a job as an AdWords specialist or,

b) Want to offer your services by starting a company or side job helping businesses use AdWords,

Then the AdWords certification is a way for you to show that you’re competent in AdWords. The certification is put together by Google and consists of passing at least two exams covering loads of AdWords details.

I recently became certified and decided to put together a guide about the process, why you might want to become certified, and a few details about what the exams cover.

What are the Different Types of Certification?

If you pass the certification exams and follow the terms and conditions of the program you will become individually certified.

You’ll have to re-take the exams once a year to keep your status.

There’s also a company certification.

Companies who’d like to gain the company certification must have at least one certified individual linked to their My Client Center account (this is a special AdWords account for companies allowing them to run several AdWords accounts within it).

The My Client Center account must manage at least $10,000 worth of AdWords ads over a period of 90 days.

This level of ad spend must be maintained for as long as the company wants to keep the qualification status.

There’s no limit to how much you must manage if you just want the individual certification.

What is the Cost of Becoming AdWords Certified?

It costs $50 to take each exam. You have to pass two exams in order to become certified so the total cost is $100 as long as you pass each exam on your first try. You have to pay $50 each time you attempt an exam.

I’m not sure how many times you’re allowed to take an exam. When I took my exams, there was a notice stating if you don’t pass you can take it at least one more time after waiting a week.  So AdWords does seem to have some rules about limiting how often and maybe even how many times you may take these tests.

When Can You Take It?

You can take the tests pretty much anytime you’d like. You don’t need to schedule a time to take them. You can take them any day of the week at virtually any time (day or night).

Where Do You Take It?

You take the exams online so that means you can take them pretty much anywhere you have an internet connection that can access the testing center browser.

I don’t know how the testing browser would work on a tablet or especially a Smartphone. I’d suggest taking the exams on a laptop or desktop computer and to find a quiet place where you won’t have a whole lot of interruptions since these exams are timed.

What are the Different Exams?

Everyone working on getting an AdWords certification should start with the Advertising Fundamental exam.  It covers the basics of AdWords, from the Search Network to the Display Network.

Once you’ve passed that exam, you can choose from one of the Advanced exams. At this time there’s a Search Advanced exam and a Display Advanced exam. If you’re not sure which one to choose, I’d go with the Search exam as the AdWords Search

Network is where most of the money is made.

I’ve got a breakdown of each of these exams for you here:

Google Fundamentals Exam

The Fundamentals exam covers the following:

  • Introduction to AdWords
  • Account Management
  • Campaign and ad group management
  • Keyword targeting
  • Language and location targeting
  • Ad formats
  • Budgets and bidding
  • Measurement and optimization
  • Performance
  • Profitability and growth
  • Managing multiple accounts

You can get all the information you need from the GCP  (Google Certification Program) Learning Center or a PDF that supposedly has the whole online training center within it. That PDF is over 400 pages.

I did not study from the PDF. Instead, I used the online materials. It has a ton of links to other pages on it and is hard to navigate, but that PDF seemed even more disorganized than the online center.

Here are the details of the Fundamentals Exam:

Time limit – 120 minutes

Exam length – about 100 questions

Passing score – 85%

The next step after AdWords Fundamentals exam is to take either the Search Advertising or the Display exam.

Search Advertising Advanced Exam

This exam covers the following:

  • Ad formats
  • Ad and site quality
  • AdWords tools
  • Performance monitoring and reporting
  • Optimizing performance
  • Profitability and growth
  • AdWords API

The Performance monitoring and reporting section is massive. I did not have many questions from this section so I wasted a lot of time studying these details that weren’t actually covered much on the exam (at least not my exam).

There are many areas of the Search Exam that overlap with the Fundamentals Exam. Sometimes when you click on a link in the online training center even when you start in the Search Advanced tab it takes you to a page in the Fundamentals tab. This made studying easier because I had already gone through some of it, but it added to the disorganization of the whole experience.

The PDF download for the Search Advanced exam is also over 400 pages long and again, it looked more disorganized than the online testing center so I did not use it. I studied from the online materials only. Here is a list of a few important facts about the Search Advanced exam:

Time limit – 120 minutes

Exam length – about 100 questions

Passing score – 80%

Display Advertising Advanced Exam

This exam covers:

  • Display ads on the Google display network
  • Display ads on YouTube
  • Display ads on mobile devices

The PDF for this section is only about 150 pages long.  So it’s fairly short compared to the other 2 exams.  That plus the fact that you only need a 70% may make this one easier if you are looking for an easier exam.

However, the Search Individually Qualified certification will likely carry more weight if you’re looking at attracting clients or gaining employment with an SEM (search engine marketing) firm. Here are a few facts about the Display exam:

Time limit – 120 minutes

Exam length – about 100 questions

Passing score – 70%

You may have noticed there’s a different passing score for each exam.  I thought the Search Exam was quite a bit harder than the Fundamentals Exam so  I was glad I didn’t need to score as high on that one.

Why Should I Take It?

The main reason why you would take the exams and become certified is to prove to others that you know your way around AdWords.

So that means if you want to become employed at a PPC marketing firm adding this certification to your resume could help you get hired. It’s not going to be the only thing potential employers look at, but it can help you stand out.

Alternately, if you want to take on clients as a PPC professional for your own business or for side work, then having this certification will probably help you. At least a few potential clients will take note that you’re AdWords qualified and it may put their mind at ease that you know what you’re doing.

Whether you work for someone else or decide to offer your services on your own, gaining this certification can help you attract work as a PPC specialist.

If you’re just looking at learning how to use AdWords for your own business then getting an AdWords certification is probably not the best use of your time.  You might be better off just learning your way around AdWords and skipping the tests altogether.

What is the Salary?

Since we’re talking about gaining employment with a PPC company or taking on clients you may be wondering about the pay.

It’s hard to find a reputable salary range for AdWords PPC managers, but from searching around it seems to start at about $40,000 – $50,000 a year and up.  The titles for these jobs range from PPC manager or PPC specialist to AdWords manager. Some companies are even looking for someone who’s got SEO and PPC experience and if that’s the case you’ll do both.

If you start your own PPC management company and take on clients you can make a good salary too.

Right now every business is trying to get online (or maintain their online presence). If you’re in charge of your own company (or provide PPC services on the side), then you decide what fees to set.  You can get hourly fees for consulting or a monthly fee. A monthly fee can be great because if you have clients who stay on with you (which they probably will as long as you’re helping them out and doing a good job), then you gain recurring income from them.

I’ve seen smaller PPC Management companies charge about $1000 as their set up fee for AdWords along with a monthly maintenance fee of starting around $300 a month. This is on the lower end. I’ve also seen companies charge a percentage of the client’s AdWords spend.

You’ll need to check into the going rates if you’re planning to offer PPC management services. But as you can see, it’s very lucrative.

If you’ve already got a business helping others market their products and services or you offer web design or development, then offering PPC management as another service makes a lot of sense. Of course you want to be able to get results, so start with marketing your own company through AdWords to gain the experience.

SEO is monopolized by Google at this point and Google’s been cracking down on link building methods and low quality content.

Due to this a lot of companies are looking at diversifying where their traffic comes from (which is smart).

Even though AdWords is still controlled by Google, using it to drive traffic is still not the same as getting traffic from SEO because AdWords and the organic search results run off different algorithms.  So a lot of companies are looking at PPC right now.

From helping so many people that have lost organic rankings I know the first thing they do is look into starting an AdWords campaign.  Many of them try it on their own and because they don’t take the time to learn it first, they don’t do so well at it.

Proving to them that I can help them with that too is part of the reason I decided to get certified.

The point is by gaining this certification you can attract a lot of clients looking at making AdWords work for them.

What Do I Get Out of the Certification?

You can say you’re Individually Qualified in Google AdWords on your resume or your website which should help convey credibility with this advertising platform.  You’ll also have an Individual Profile page you can share with clients or potential employers. It’s not very fancy, but it shows that you’re certified.

Who Can Take It?

There’s no prerequisite to gain the AdWords qualification.  You don’t need any AdWords experience or even an AdWords account to take the exams or get certified.  You also don’t need a special degree or anything else.

So pretty much anyone willing to take the exams can get certified. Which is why you’ll also need some actual experience with AdWords to impress anyone. But becoming individually qualified does indicate that you’ve at least got some knowledge of AdWords.

If you want a company certification then you need to manage $10,000 worth of AdWords spend every 90 days. That’s about $3400 in AdWords a month.

You have to meet that level  of ad spend at all times or your company certification can be terminated. So it’s better if you have a few clients and you run several $1000 over the minimum. That way if a client decides they don’t want you running their account, you’ll still meet the minimum.

How to Take it?

In order to get started with your certification, you need to sign up for an account here.

This login is tied into your regular Google product ID (login and username). So you can just use those login credentials.

Once you’re inside the Google certification program center you’ll see a few tabs.

Here’s what mine looks like.

When you first start, you won’t have anything under your status.

If you click on the exams tab it shows the exams they’ve got and your status.

I’ve taken two exams at this time.  The strange thing is this online center isn’t the website where you take the exams. That’s somewhere else.

Here on this My Exams tab where it says ‘To take exams, visit our Exam Testing Site’, that’s where you need to go.

It’s a whole separate online area where you need a whole new username and login (thank goodness for roboform).  So for that you need to sign up and you’ll be inside this area (where you actually take the tests).

You can buy the exams here and take the exams here.

Since it’s two separate areas, once you pass an exam it takes a while for that information to go over to the your Google account (I think it took about 2 days).

From within this dashboard you need to go to ‘purchase test’.

You’ll notice there are more tests in here other than just the AdWords exams.  But we’re concerned with the top 3 under AdWords where they’ve got the Fundamentals, Search and Display Advanced Exams.

Here where they’re talking about a valid candidate ID, you get that from the other online center.  Just copy it and keep it handy.

This way the online areas can figure out who you are and when you pass an exam, the Google account will eventually be updated. So make sure you have the right candidate ID when taking these exams.

You can purchase an exam before you take it. I don’t know if there’s an expiration on your exam purchase (I would assume there is not).

Here if you click on the Details link they give you detailed information about each exam.

I’ve got some of these details in the article for you, but it’s best to review this page the day you plan to take an exam in case it’s changed.  They’ll give you the time limit, the number of questions, and the percentage you need in order to pass.

That’s really all you do here in this testing center.

AdWords has a Testing Center Browser that opens up when you take one of the exams. You don’t actually install anything on your computer, the browser files run locally and is only loaded while your test is being delivered.

The thing with this browser is that once it’s running, you will not be able to do anything else with your computer until you’re finished. So you won’t be able to look anything up online or open any files on your computer. All you can do is answer the test questions.

However, if you have a book or printed papers obviously they can’t stop you from reviewing that while you’re taking the test.

They also can’t stop you from using another computer or device (like a tablet or Smartphone). It’s up to you what you want to do.

The thing is, these tests are timed so even if you plan to use lookup material, you’re not going to be able to look everything up.

You’re going to need to know most of the material before you go in to take the exam.

If you notice, you have to get a pretty high score to pass. For the Fundamentals Exam you need an 85% to pass. I actually only had 95 questions.  So that means I needed to get 80 of them right to pass. At 120 minutes to answer the 95 questions that means I had less than 1.5 minutes or 90 seconds per question.

So you’ve got to know most all the questions. You don’t really have much time to take these exams.

I can’t get a screenshot of the testing center for you since they keep you from doing anything with your computer during the testing session, but it was pretty easy to use.

You had the question in the middle of the screen and then at the bottom right you had arrow keys to go back or forth through the questions. There was also a button for marking questions. That way you can mark any you weren’t sure about and go back to them before your test was over (if you have time).  There’s also a timer and a spot that tells you which question you’re on. This helps you to see how you’re pacing yourself and if you’re taking too long on the questions.

When you’re done you can review the questions you’ve marked and go back to any that you want. When you’re ready you can click ‘end’ to indicate that you’re done. At that point you can’t go back through the questions. They’ll ask you to take a survey about the test (it’s optional) and then you get your score.

Hopefully, you passed!

How Can I Study for the Exams?

There is a GCP Learning Center where they cover what’s on the tests. However, it’s not super organized. It jumps around and has a ton of links to other materials that aren’t covered. So it can take you a long time to go through it that way.

They also don’t give you practice exams or any type of study aid so all you can really do is read through their material and then go into the test, hoping  you’ve learned the right stuff.

If you’ve got any questions or tips on the AdWords certification process or the exams, please leave them below.

Use Our Study Guide

I did write a study guide to passing the Google AdWords Certification Advertising Fundamentals Exam. It includes the material broken down into easy to understand language, workbook quizzes and some practice exam questions. I think it will help you pass this exam quickly.

If you’re interested in that, you can find out more here.

If you’ve got any questions or tips on the AdWords certification process or the exams, please leave them below.

YouTube Marketing Tutorial

According to statistics, over 100 million users watch video online each day.

Video is so popular that YouTube is one of the most visited sites on the internet. In fact, YouTube is the second biggest search engine after Google.  And you’ve only got to upload your video on YouTube to tap into the traffic on this platform.

YouTube has some impressive stats. For instance, more than 1 billion unique visitors come to YouTube monthly. And YouTube claims that over 4 billion hours of video is watched on their platform each and every month.

That’s a lot of video.  Enough that it’s hard to ignore YouTube as a strategy for driving traffic back to your web site.

This tutorial was created to help you make sense of using YouTube for business. We’ll cover setting up a YouTube channel, uploading videos, and include several tips for using this platform.

YouTube Video Channel

If you’re going to create videos and upload them to YouTube anyway, there’s no reason not to set up a channel. A couple years ago I uploaded about 40 videos to a channel. That particular YouTube channel now has over 175,000 views.  That’s a lot of viewers I would have otherwise not gotten all for a few hours of uploading. And many of those viewers made their way back to my site.

Setting up a channel is very simple to do. And the benefit is your audience can find all your videos in a central location. Plus YouTube suggests other videos from your channel for viewers who watch one of them. So you can end up with more exposure with no extra effort.

Let’s get started.

The first thing you need is a YouTube account. If you’ve already got a Google+ account for your business it makes sense to use that login for YouTube.  This is only going to make things easier for you (but also keep in mind if you’re doing things that violate Google’s terms of service, then they can pull the plug on your entire Google account, including YouTube).

Once you’re logged into YouTube, you’ll want to click on ‘My Channel’.

Here’s where you can customize your YouTube name.  You’ll be asked if you want to use your name or if you’d like to use a business name.

Since this will be a business channel, you may want to brand your business instead of your name.  This is completely up to you.

If you’d like to use your business or website name click on the link at the bottom of that box where it says ‘To use a business or other name, click here’.

Then enter the name of your YouTube channel.

Again, you can use your business name, your website name, or even your own name, whatever makes the most sense for you.

This will need to be unique to only you so it’s possible someone else may already have your first choice. In that case you may want to add in words like ‘video’ or ‘channel’ to help keep your branding and give you a unique channel name.

When you’re done, click ‘OK, I’m ready to continue’.

Once you’ve got it set up you can check out your channel and add further customizations to it.

Click on ‘Channel Settings’ and you’ll see a few options.

YouTube recently released the YouTube One Channel layout which allows cross device branding. They claim it has better organization and will serve your visitors better.  There’s always something new that you may want to take advantage of. The main thing is to get your channel set up first.  You can always change it and finesse it later.

If we just stick with the old channel options you’ll see a place where you can add an image.

This can be a logo, a version of your logo, or a photo of you.

There’s also an option for your Background. You can choose a color or an image for your channel background.  The more you plan on using YouTube to drive traffic to your site, the more customizations you should make to your channel. If your YouTube channel is going to be an integral part of your business plan then it only makes sense that you spend more time on it.

Adding a graphic file as your background can really help your channel stand apart so you may want to add one. Many designers can help you create the perfect background if you choose to take advantage of this option.

There’s also a tab called Info and Settings.

The title is the name of your channel.

It’s best to use your branded name or your website name here.  This will help you brand your business.

You’ll also want a description and some tags.  It’s best to write an in-depth description. Keep in mind that none of this is set in stone, you can always change it later.

Tags help people find you in YouTube search as well as on Google search. Look at channels that are similar to yours and find out what the popular tags are for your market. Enter those tags.

That’s the bare minimum to getting a channel set up.

The Tabs setting allows you to share your YouTube activity on your channel. You can also decide to allow channel comments and if you want them to be automatically approved or not.  Click ‘Done’ to save your changes when you’re finished.

Over on the right hand side you have more options.

If you click on ‘edit’ near the top you can change your description as well as add links.

You should take advantage of this and add a few links to your site.  Your home page and any product pages along with featured pages work well as additional links on your YouTube channel. This will help you drive more traffic back to your site.

You can also choose whether to include your location or not.  Just click on ‘apply’ to save these changes.

Channel Subscriptions

The nice thing is once you have a channel set up your viewers can subscribe to it.  If they’ve got their own YouTube ID and login then they have a ‘Subscriptions’ manager.

Here I’m in my Subscriptions manager and I’m subscribed to one channel.

If I hover over the right, an arrow shows up that I can click on.  I can do a few things here, including check on the ‘get an email for each upload from that channel’. If your subscribers check on this for your channel then they’ll see all your videos in their subscriptions manager and even get emails when you add new ones.

It’s a smart idea to teach your potential subscribers to do this so they don’t miss your new videos.
Once you’ve got your channel set up, you need to start uploading your videos.

Uploading Videos

To upload videos simply click on ‘Upload’.

Just click on the ‘Select files to upload’ box and you can navigate to a video on your computer.  Once you’ve found it just click on the file and YouTube will start uploading it.

I won’t cover making videos in this tutorial, but just for reference, the best video settings are a 16:9 ratio. 640 x 360 is a standard size that works well.  The YouTube video player will add black bars to your video if it’s not formatted for this ratio, so you can upload any size you’d like, but to maximize your video for YouTube you will need to use one of the following resolutions:

  • 1080p: 1920×1080
  • 720p: 1280×720
  • 480p: 854×480
  • 360p: 640×360
  • 240p: 426×240

.MOV, .mp4, .WMV. FLV are a few supported file formats.

You can upload videos up to 15 minutes long by default. You may upload videos longer than 15 minutes in length by clicking on a link to increase your limit. You’ll need to verify your account with a mobile phone in order to increase your limit past the 15 minute per video mark.

Info and Settings

Once you’ve got the video uploaded, make sure to add a title and description for each video.

If you want people to find your videos with common search terms you’ll need to do keyword research and include your target keyphrase in the title.

You’ll also want to include your full URL in the description. That URL will be a clickable link back to your website. People may click from your video to your web site (which is where you want them to be) so you want to be sure to include the full URL in there before anything else.

Write an in-depth description that includes your target keyphrases within it to maximize your video listing.  You can even include more than one URL in your content.

Use tags and pick them carefully by looking at what other videos like yours are using or by using a keyword tool.

Also make sure your video’s privacy settings are set to public (as long as you want people to be able to view it).

Scheduled Video Posting Service

You can also choose to set your video to private until a certain date and time.  That way you can have your video go live at the best time.  So if you want to space them out, this will help you do that.

If you’re serious about YouTube, you could even plan out an editorial calendar to map out what content will go live and use this setting to help you automatically post your videos.

You can also customize a message to your subscribers and choose to share your video upload to Facebook and Twitter with just a click (if you’ve integrated these social media platforms into your account).

Lastly, be sure you’ve chosen an appropriate category for your video to be displayed in.

Remember, there are millions of hours worth of video on YouTube. If you want to stand any chance of having your video be found, filling out the video settings is very important. The more you customize your video pages, the easier it will be for searchers to find your video when they search for terms related to it.

When you’re done, click on ‘save changes’.

There are also some Advanced Settings for you to choose from.

Here you can manage how you’ll handle comments and whether you’d like people to be able to embed your video along with subscriber options.

Annotations

There are several extra features you can choose from for your videos. Annotations are a really useful one.

You can use annotations within your YouTube videos that include calls to action. These annotations are small notes that appear within the video at a certain time.  These allow you to include notes to viewers to encourage them to subscribe to your YouYube channel, visit your website, or to watch other videos.  You can even encourage your viewers to comment on your video if you’re allowing comments.

Driving clicks back to a site from YouTube is a challenge. So use all the tools you can in order to accomplish this. That includes using annotations, including your URL in the video description, on your YouTube channel, and even telling viewers to visit your website right in the video.  This will help you maximize each video you upload to your channel.

YouTube Analytics

YouTube has its own Analytics section which is really useful especially if you’re a power user.

The screenshot above is from one of my YouTube accounts getting a decent search volume.  You can customize the date range and see all types of statistics including; video views,  estimated minutes watched, the most popular videos in your channel, and if people are liking and commenting on your videos.  You can use this data to figure out future videos to create that will resonate well with your audience.

If you scroll further down the analytics overview you can also see data on the demographics of your viewers.

This includes your viewers location, gender, where they’re watching your videos, and the top traffic sources for your videos.
The audience retention reports are also very useful.

Choose a custom date range for each of your videos and see exactly how your audience is interacting with your video.  This allows you to see where viewers are leaving your video, learning a lot about viewer engagement.

One tip is that shorter videos usually work best. The average viewer retention length on YouTube is not real long, usually under 2 minutes in length. So creating short videos is usually part of an optimal strategy.

By using the built-in analytics tools you can figure out which of your videos are underperforming. You can get rid of or fix those videos to keep your channel performing at an optimal rate. This helps keep all the videos within your channel ranking well within YouTube.

You can also see several Views reports including Traffic sources for a particular date range.

As you can see, there’s a lot you can check out with analytics. Although most people are only concerned with the number of views their videos get, straight views are probably not the best metric to watch. Estimated minutes watched is probably more worthwhile to keep an eye on along with the other advanced metrics you can see through the built-in analytics tools that come with your account.

What Kind of Videos Do Best on YouTube?

Here are a few tips for the type of videos that work well on YouTube:

  • Hitting the viral jackpot. If there’s a viral element to your video and you want as many people to see it as possible then hosting it on YouTube and other sharing sites will probably be worthwhile. But it’s pretty hard to make a video go viral. It’s like winning the lottery. You’d be better off reaching the right customers rather than millions of random people, but you can always try your luck with a viral video if you’ve got a good idea.
  • What’s trending? One way to give your video creation efforts a boost is to look at YouTube Trends and see what’s trending, then incorporate that into your video to help it get more views.
  • Do your research. Another important element of YouTube videos can be keyword research. If there are keywords your potential visitors use to search for videos on YouTube and other search engines, you may as well incorporate those into your video, your title, and your description.
  • Ask and get ideas. It’s also wise to ask your prospects and customers what they’d like to know more about. If that works as a video, create one on that topic and you’ll get people watching it.
  • It’s all about content marketing.  Sales videos generally do not do well on YouTube. YouTube is basically a content sharing platform.  You need to create videos with informative, interesting, entertaining content and then ask people to go to your website. Use your website to do the selling.
  • Build connections. Try to connect with your audience by allowing them to connect with you or your brand. The best way to create these connections is to think of your audience as a community. Allow your audience to communicate and become involved in the videos you create (let them give you suggestions for new videos, etc …).
  • Guide them through it.  How-to’s and tutorials work great on YouTube.
  • Short and sweet.  Short videos between 1-2 minutes do best, but this is not a hard and fast rule, there are exceptions and many 20 minute videos do well too.
  • Don’t waste precious space.  Strive to achieve emotional engagement fast. Don’t waste the first 30 seconds on floating your logo around with intro music.  It’s hard to get attention because there’s so many videos on YouTube.  You’ve got to work for it and get to the point quickly.
  • Research.  The best tip I can give you is take a look at the videos already being created in your industry. You can do some in-depth research and figure out which videos are getting the most views along with who’s linking to them. Make videos on that topic that are better in some way than your competitor’s videos.

YouTube Ranking Tips

Getting a high ranking for keyphrases within YouTube can bring you a lot of traffic. YouTube ranks videos based on a number of factors, but the overall ranking algorithm is based on showing the best and most popular videos first.

Here’s a video with over 7 million views.

As long as people are watching it through the end then that video’s going to rank high for whatever it’s keywords are in the title, description, and tags.

This means if you have a high number of views, people are watching your video through the end, and people are sharing and linking to your video then it will rank high for the keyphrases in the title and the description when people search for those keyphrases. So choose those keyphrases wisely.

You can also get your YouTube videos shown in the Google search engine. Here’s one right within the search engine results pages. It leads back to YouTube (which I’m sure Google just loves, like they need anymore exposure).

Building links to YouTube videos is really no different than building links to your website.  See who links to the top videos in your industry and try to get links from those people. You’ll also want to make sure your video page is optimized well (this includes your video’s title, description, and tags). Any links back to your video channel page will also help your videos rank higher too.

Promoting Your Videos

Here’s a few tips to help you promote your videos.

1.  Add your YouTube channel icon to your website.

2.  Embed videos from your channel onto your site.  If your site is highly trafficked then that will get more viewers to your videos.  You can blog about any new videos you create, and embed them into the blog post. Optimize your post for SEO and promote it with any means possible.

3. Interact with other social networks from within YouTube.  This is actually built in so you may want to take advantage of it.  You can make this connection by clicking on ‘Connected accounts’ under your Account Settings.

Right there you can connect Facebook and Twitter to your YouTube account and you can check off what you’d like to share as you do it.

This allows you to easily share a status update to one of your other social media platforms like Facebook or Twitter each time you upload a new video. You can even share when you comment on a video or subscribe to a new YouTube channel.

The nice thing is your viewers can also do this so they can share when they comment on your videos or subscribe to your channel.

4. Leave comments.  If you’ve got a YouTube channel when you add a comment to someone else’s video your channel name is shown in the comment.  Leaving knowledgeable, interesting comments on videos in your industry can help get you views.

You can also leave a video comment where you create a video as your comment. This is called a video response.  Leaving quality video comments on popular videos is a great way to drive traffic to your videos.

Wrapping Up

I hope you’ve found this YouTube Marketing Tutorial useful.  You now know more about marketing your business or site on YouTube than most online business owners do so there’s no reason not to get started.

Once you’ve got your channel set up and uploaded a few videos along with optimizing the title, description and tags wisely, you might start generating views on autopilot. If you build in your website branding every opportunity you get (within the video, in annotations, in channel links, and in the description), these viewers will turn into visitors to your website. That’s where you can do the selling.

So it’s well worth it to get started with YouTube. Just start with a single video and follow the tips in this tutorial to get your

YouTube channel set up and ready to go.

If you’ve got any further tips for marketing with YouTube please feel free to share them. We’d love to hear how YouTube has worked out for you, so if you’ve had any successes, please share them in the comments below.

7 Copywriting Tips From the Pros

Copywriting can be very challenging.

It’s hard to know the exact words to use. What should you say to get your prospects excited enough about your products and services to buy?  Where is the line drawn between being too hype-y and not saying enough?

Copywriting is something I’ve struggled with.

So I went to the pros for come copywriting tips and will share them with you here.

What do the pros think about when writing copy?

Here are 7 copywriting tips shared by top copywriters.

Michel Fortin

#1. Michel Fortin: Perfect Prospect Profile

Writer’s block happens when you ignore the most important element in your copy. That element is not the headline, the price, the bullets, the guarantee, or the order form. *It’s the market.*

That’s why the best way to beat writer’s block is to conduct *market research*. Learn as much as you can about your market. The more you know, the more ideas will jump out at you and flow onto your copy.

If you’re still stuck, you need to research some more. Ask open-ended, qualifying questions. Get as much information as possible. And develop a buyer’s persona (or what I call the “perfect prospect profile”).

Just like profilers do on TV police dramas, develop a physical and psychological profile of who would be the perfect person to buy your product or service. And then, write to that one individual.

One way is to interview happy customers. Get them enthused. Poke, probe, and prod as much information as you can. Have them try to sell you on their purchase.

Then, transcribe your interview. Your copy will practically write itself this way.

Bottom line, when writing copy the vast majority of your time should be spent on studying, researching, and learning from your market. Not writing.

Michel Fortin, MichelFortin.com and SuccessDoctor.com

Drayton Bird

#2. Drayton Bird: Be Succinct

“Bad copy tends to get to the point too late – and finish too soon.”

Drayton Bird, DraytonBird.com and DraytonbirdCommonsense.com

(This tip is short, but there’s a lot to it. The legendary Drayton Bird seems to have given me a copywriting tip that also serves as an example for exactly what he was trying to get across.)

David Babineau

#3. David Babineau: Do Your Research

If You Want to Write Better Copy … Forget About the Writing!

Good copywriting is said to be more about good salesmanship than good writing.

I agree. But what is the key to good salesmanship?

If you drill down deep enough, I believe you’ll find the answer lies in one single word: research.

You see, to sell successfully, you must know so much about your prospect he or she will believe you peeked inside their head. You must also know so much about your product or service, people will instantly recognize you as an expert.

And knowledge requires research.

Now, if you already know your market and product inside-out, perfect. That will make the job a whole lot easier. (For example, I was once hired to sell a product in a field I was intimately familiar with. As a result, I banged out an email in under a day that helped generate over $15,000 in sales for my client.)

But other times, it’s much different…

Here’s a stack of papers and articles I read for a project I recently completed.

(The yellow notepads are part of 250+ pages of handwritten notes I took down during my research). While this may seem excessive, I felt this is what I needed to do in order to write a killer promo.

But don’t lose heart.

The good news about research is that it isn’t overly complicated to do (it just takes a bit of time!)

Here are three things you can (and should) do to kick-start your research:

  1. Go to a bookstore and browse all the books and magazines on the subject you’re writing on. Then buy and read several of them.
  2. Figure out what your customers or prospects think about competitive products — you can do this by hitting up the online forums or perusing book reviews on Amazon.com (for a great take on this by the legendary marketer Jay Abraham, take a look at this 10-minute video: http:// www.youtube.com/watch?v=mlTbmqyvurs).
  3. Talk to your customers! (If you don’t have customers yet, talk to people would be your most likely purchasers.)

Listen, research may or may not seem like fun to you, but it’s an indispensable part of your job if you intend to get the most out of your sales copy.

For example, earlier this year I was hired to write a half-page ad for a new technology product. The client, who wanted to test two versions, also wrote his own separate ad and then ran the two ads in 2 major U.S. newspapers.

While both our ads touched on the major pain points of the market, my copy really emphasized on specific information I’d learned throughout my research (e.g. I touched upon 19 different things they could do with the product… the exact dollar figure—$836 per year—they’d save by switching to our solution… and I also included several quotes from experts in the field, while my client’s ad featured none).

The result? My ad out-pulled the other ad by a factor of 32 to 1.

I mention this not to brag, but rather, to drive home the importance of good research.

You’ll see that once you are armed with this powerful tool, the writing becomes the easy part.

David Babineau, DavidBabineau.com

Mel Henson

#4. Mel Henson: Cut Out One Word to Make Your Copy Stronger

Cut out the word ‘will’ and suddenly your copy is much more powerful.

So, instead of saying, “Dogs will love the meaty taste”, say, “Dogs love the meaty taste”.

It sounds so much more believable in because it’s in the present tense. To the subconscious brain, that makes it seem more real, as if they are living it right now, rather than a vague promise of something in the future.

Mel Henson, WordsThatSell.co.uk

Mark Andrews

#5. Mark Andrews: Identify One Single Emotion

When writing sales copy remember every single word you write…

Every single sentence you put together…

Every single paragraph you construct will affect the emotions of the reader.

So ask yourself even before you commit pen to paper… what is the one single emotion you want to elicit from the person reading your sales copy?

When you get this right, you’ll be automatically positioning your solution, your product or service as the most viable option to take action on instantly.

What you want is to direct the reader in to a direct call to action of your choosing. Send the reader through a whole rollercoaster ride of emotions with confusing words and chances are the potential buyer will head off elsewhere in search of the solution they’re looking for. But get it right, concentrating with a laser like focus on bringing to the fore just one core emotion and you’ll have the reader feeding from the palm of your hand.

Keep your wording simple and conversational in style. Remember the person reading your sales copy has thoughts, feelings, and emotions – just like you. Treat your readers, your website visitors as you yourself like to be treated. Give them respect by providing for them exactly the wording which they want to ‘hear’ in their own mind as it relates to the solution they’re seeking a remedy for.

Do this and there’s a very good chance you’ll have this individual buying from you again and again.

Mark Andrews, IMCopywriting.com

Roger Dooley

#6. Roger Dooley: Use Adjectives

Use adjectives, but use the right kind of adjectives.

Research shows that adjectives that are vivid and sensory increase sales. Sensory adjectives in particular are important – even when they are used as metaphors, as in, “I had a rough day,” our brains light up as if we were feeling a rough surface.

Roger Dooley, NeuroscienceMarketing.com

Wesley Murph

#7. Wesley Murph: Who’s It Coming From?

It’s all about the market.

Great sales copy will not do a darn thing unless the market wants (and will willing to spend money on) whatever it is you want to sell. So before anyone goes about writing a lick of sales copy, they need to make sure their product or service really is something people want and will spend money on.

Less hypey benefits.

Today’s customers are savvy. Very savvy. They’ve heard every sales pitch every which way till Tuesday. So the moment they feel they’re being barraged with benefit-heavy sales copy, is the moment they shut down.

I’m not saying not to use benefits. On the contrary. Benefits for sales copy are like oxygen to the lungs. But today’s copywriter must be very careful with saying too many things that are too outrageous. In fact, I’ve found that being a bit more subtle works better than being to over the top.

Proof marketing.

Sales copy today must be backed up with a heaping dose of proof because consumers are skeptical. As a result, the copywriter must inject a proof element (like testimonials, a demonstration, a media appearance, a celebrity endorsement, specificity, etc.) to back up every claim they make.

No proof (or weak proof) = no sale.

Credibility of the spokesperson.

And finally, probably the most vital piece in sales copy is WHO it’s coming from? Is this person famous? Are they an author? Does the audience know this person? Have they bought from him/her in the past? Have they seen him/her on TV?

Many times the sale in made not because of red-hot sales copy, but because the buyer knows, likes and trusts the person delivering the sales message.

Wesley Murph, WesleyMurph.com

What do you think? Do you have a copywriting tip that works for you?  If so please share your comments below.