Table of Contents
Force Prospects to Choose Your Site 1
Build Your Own Autopilot Marketing Machine 9
It All Starts When People Search for Something 10
Your Mission, Should You Choose to Accept It 12
If You Do This Right, It Can Make You Rich 13
A Few Tools That Will Help You Get Started 13
The New Golden Age of Entrepreneurship 14
Build a Google Campaign from Scratch-the Right Way 17
Three Questions That Tell Whether a Market Is for You 18
Set Up Your Campaign 22
Things You Can Tweak Now 27
The Magic Is in the Process 28
Set Yourself Up for Success 28
Pay Less and Get More Clicks 31
The Wrong Way to Organize an AdWords Campaign 32
Split-Test Your Ads! 36
Cut Out Irrelevant Keywords to Improve Your CTR 37
The Peel and Stick Strategy: Get a Higher CTR by Moving Your Keywords Around 38
More Easy-to-Follow Examples 40
Develop High-Quality Keyword Lists to Craft Killer Headlines 43
More Tools for Your Toolbox 45
Get Rid of Visitors You Don't Want 46
Now the Money Can Do the Talking 46
Search Smarter with Google's Keyword Tool 47
Find Even More Paying "Markets" on Wordtracker 49
Make More Money Taking a Different Route with Your Keywords 50
Use Keywords to Outsmart Your Competitors 51
Something Else Your Competitors Don't Know 52
Nobody Types in Just One Keyword 53
Keep Your Guinea Pig from Smelling 53
More Markets, More Cash: Get Beyond the Obvious Keywords 54
The Math of Negative Keywords: Only Good News for Your CTR 59
Get a Steady Stream of Traffic from Ultra-Generic Keywords Everyone Is Ignoring 60
The Killer Secrets 61
Headlines and Killer Copy from Cosmopolitan Magazine: Get Paid to Learn from Anybody 61
Write Google Ads that Attract Eyeballs, Clicks, and Earn You Money 65
Riveting to Your Customer, Dead Boring to Anyone Else 67
When Your Inner Salesman Comes Alive 68
Choose the Right URL to Double Your Ad's Effectiveness 70
The "Goldilocks Theory": Why the Best AdWords Ads are Never Over-the-Top 71
A Different Kind of "Over-the-Top," 72
Some All-Time Most Successful Google Ads 72
What to Do When a High CTR is Not Your Goal 73
If the Guys at the Bar Will Buy It, You've Got a Winning Ad 74
Triple Your CTR-No Genius Required 77
Set Up a Split Test 80
Electoral Votes vs. Google Votes: Is Your Winning Ad Really a Winner, or Did It Just Get Lucky? 80
The Split-Tester Tool and How to Use It 83
Triple Your Traffic with Site-Targeted AdSense and Google Image Ads 85
Is Syndicated Traffic Profitable? 86
Tweak Your Bid Prices on AdSense 87
Site-Targeted AdSense Can Be a Massive Goldmine 88
Set Up Site-Targeted AdSense 88
Make Site-Targeted AdSense Work Better 90
What AdSense Ads and Turn-the-Corner Keywords Have in Common 91
Image Ads 91
Google Won't Let You Embarrass Them 93
Make Money Here with the Same Time-Tested Principles 93
Local Ads on Google: Beating the Yellow Pages 95
Google AdWords vs. Other Local Online Services 96
You're Reaching Two Kinds of People, Not Just One 98
Reach the First Person 98
Reach the Second Person 99
Hone Your Chops on a Local Test Campaign Before You Go National 101
Offer a Service Locally But a Product Nationally 101
Slashing Your Bid Prices: Google Rewards You for Relevance 103
It Ain't His Neck under the Guillotine Blade 104
Google Rewards You for Relevance 104
Keyword Status and Being Relevant? 106
What We Saved by Doing Peel and Stick 107
The Quality Score Secret Formula 108
Charging Idiots More Money to Be Idiots 109
Acting Uppity Won't Earn You a Penny More 110
The Most-Ignored Secret Behind the Most Profitable Marketing Campaigns 113
What Is a USP? 114
Identify Your USP 114
Say it in Just One Sentence: Your Elevator Speech 116
Your USP Makes a Great Google Ad 117
Build an Unforgettable Personality Around Your USP 117
How E-Mail Transforms Those Expensive Clicks into Profitable Customers 123
Put Personality and Pizzazz into your E-Mail Marketing 124
The Power of Your E-mail Lies in Being Personal 126
Why We Chose Engineers as an Example for E-mail Marketing 129
Pay for E-Mail-Not a Problem 132
Direct Mail All Over Again 133
Opt-Ins: More Than Just an E-Mail Address? 134
They Can Knock Off Your Product, But They Can't Knock Off You 134
The Winning Method the World's Smartest Marketers Stole from the Wright Brothers 137
How the Wright Brothers' Savvy Testing Method Made them First in Flight 138
Those Who Test, Fly. Those Who Rely on Brute Force, Die 140
Marketing Misery Is Not Necessary 141
Get Customers to Eat Out of Your Hand 143
We Used Google AdWords to Pick a Title for a Seminar 144
How to Be Sure There's a More Profitable Market for Your Idea 146
What You Learn When Your Idea Doesn't Work the First Time 148
When Your Market Speaks and You Respond, It's Money in the Bank 151
Converting Visitors to Buyers 153
The Single Biggest Web Site Mistake Marketers Make 154
Google's Conversion Tracking Tells You What's Working 157
Wasted Corporate Advertising Dollars vs. Your Profit-Generating Traffic Machine 158
Set Up Google Tracking to Perfect Your Ads and Grow Your Business Even More 159
Quick Example of Conversion Tracking 162
Outsmart the Law of Diminishing Returns 163
AdSense and Content-Targeted Traffic 164
When AdSense Is Good, and When It's Not 166
A Higher CTR Still Helps You 167
Another Counter-Intuitive Way to Tweak Your Numbers to Save More Money 167
Perfect Your Sales Numbers and Go on Autopilot 168
The Magic Number that Defines the Power of Your Web Site 173
Dollars Mean More Than Percentages 175
Use Split-Testing to Boost Your Visitor Value 177
The Greatest Asset You Can Have 177
Beat the Competition When It's Most Brutal 181
It Starts with Killer Ad Copy 182
The Best Keywords Are Often not the Most Competitive or Most Expensive Ones 182
Know Your Visitor Value and Bid the Price Where You're Most Profitable. Don't Assume that the Top Positions Are the Best 184
Share Customers and Create Partnerships 186
Get the Customers that the Big Boys Can't Get or Don't Want 186
Market Offline as Well 186
Build Your Back End 187
Sea Lions, Sunfish, and Julius Caesar 188
Persuasive Ad Copy: The Ultimate Silver Bullet 191
Striking Out on My Own 192
Untapped AdWords Copy Ideas 207
Move People by Their Senses 208
Get Your URL Noticed 209
Punctuation 210
Prove You Mean Business with Special Claims and Offers 211
Make Your Terms of Business Unequivocal 212
Take Advantage of Controversy 212
Be a Help in Crisis 213
Choose a Tone 213
Try Other Fresh Approaches 214
Potential Customers Are Already Looking for You on Google and Don't Know It 217
How We Make Money Marketing to People Who are Looking to Advertise on Yahoo 219
Sell Results, Not Procedures 219
More Turn-the-Corner Examples 220
You Can Reach Three Kinds of People 222
Selling Prevention When People Only Want a Cure 222
Chicken Soup for the Dysfunctional, Lust-Infested Drug Addict's Soul 223
How to Grind Down Your Competition: A Google Lesson from Han Solo 225
Split-Testing + Attrition = Success 226
Google Makes It So Easy 227
Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising 228
The New Army of Generation-X Marketers 229
The Improvements Don't Just Add Up, They Multiply! 230
Profiting from the Winner-Take-All Phenomenon 231
The Expanding Universe Theory 232
Affiliates: The Momentum Kicks In 233
America's Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims 233
No More Bitslinging: Create Wealth with Your Customer List 237
How You Can Build Wealth the Same Way through Affiliate Marketing 240
It's All But Impossible to Do Successful Affiliate Marketing on Google any Other Way 241
How to Get High Rankings in Google's Organic Search Results 243
How to Get Started with SEO 245
Be Realistic in Your Time-Frame Expectations 246
Keyword Selection for Organic Search Ranking Success 247
Keyword Placement for Organic Search Ranking Success 247
How to Get Natural Looking Links from Important Pages 248
Choose Your Links Wisely 249
Get Links from Trusted Pages that Match Your Topic 250
Count the Number of Links on the Referring Page 250
Avoid Getting Involved with Run-of-the-Site Links 250
Maintain Consistency in the Format of Your Incoming Link URLs 250
Get Your Keywords into Your Anchor Text 251
Be Careful Who You Link To! 252
Train Your Eye on the Primary Goal-Profits! 253
The Best Place to Start Getting Links 253
Link Outside the Box 254
The Power of Press Releases for SEO 254
The Problem with Reciprocal Links 255
Evaluating the Quality of a Link 256
Don't Sweat the Small Stuff 256
What Really Smart Online Marketers Do 256
Google's Tools for Smarter AdWords Results 259
Know Who Your Visitors Are: Google Analytics 260
Track Your Most Profitable Ads and Keywords: Google Reports 261
Bid Smarter: Editing CPCs and URLs for Individual Keywords 262
Track Your Progress: Checking Back over Your Old Deleted Stuff 263
Tweak Your Campaign Settings 264
What about Ad Rotation? 265
Should You Use Google's Budget Optimizer? 265
Why the Idea of a Marketing Budget Is Deeply Flawed 266
When You Need to Set a Spending Limit 266
Manage the Perfect Google Campaign 267
FAQ: Answers to All Your Frequently-Asked Questions about Google AdWords 269
Better Clickthrough Rates, Better Prices 272
Organizing Your Keywords and Keeping Them Active 273
Where and When to Show Your Ads 277
Better Landing Pages 280
Testing Your Traffic and Getting It to Convert 282
Using Special Tools 284
Pop-Ups 285
Working in Specialized Markets 286
Google's Regular Search Engine 288
Google vs. Yahoo/Overture 289
Epiphany in Nairobi, Kenya 291
About the Authors 295 Perry Marshall 295 Bryan Todd 296
Index 297
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