| is; in a Google search page, enter the word, 'Google.' | | | | Mr Smith is seeking. What's more, 'apples' will be |
| How many results do you get? | | | | highlighted in bold text. |
| Over 2.5 Billion. | | | | Result? A big, free boost for your ad. |
| Zap back to the mid-90's; two students named Larry | | | | Most website hosts such as Network Solutions, Go |
| Page & Sergey Brin are working on a new research | | | | Daddy and others will allow you to have 70 or more |
| project at Stanford University, California. Using the | | | | subdomains. So, you can have many tailored ads with |
| leading search engines of their day; Inktomi and | | | | different keywords in your address; 'Pears.Fruit' |
| AltaVista, they're entering the word 'Inktomi' into the | | | | dot-com, 'Bananas.Fruit' dot-com - you get the idea. |
| Inktomi search engine and 'AltaVista' into the | | | | By the way; don't try to fool Google by entering a |
| AltaVista search engine. | | | | subdomain that doesn't exist. Within a matter of |
| How many results do you think they got; a | | | | hours they'll catch you. And switch your ad off until |
| Thousand? A Million? | | | | you've fixed it. |
| Zero. | | | | 2. Interesting Text Beats Boring Competitors' Cash |
| Larry & Sergey couldn't believe it. Because Inktomi | | | | As legendary ad man Claude Hopkins said many |
| and AltaVista search engines were the leaders, but | | | | years ago; "Any studied attempt to sell, if apparent, |
| couldn't even find their very own websites in an | | | | creates corresponding resistance." |
| online search. This added to the boys' conviction. Now | | | | Which is more interesting; 'Online Tax Services; we're |
| they were sure they'd soon be blasting the | | | | the best,' or 'What the IRS doesn't Want You to |
| competition with their own new creation; Google. | | | | Know?' The goal is to think creatively. Produce text |
| Google didn't get to be king of search and PPC | | | | so tempting, internet users yearn to learn more. |
| (Pay-Per-Click) by thinking like everyone else. They | | | | So don't get in customers' faces - be subtle. Ease |
| worked 'outside the box' to develop an alternate plan | | | | your way into their minds. Because ads that give |
| of attack. The results; obscene profits and | | | | people a real reason to click, work. You're limited only |
| domination of the search engine world. | | | | by your imagination. |
| In short, Google used imagination to get where they | | | | 3. Always Place the Keyword in Your Headline |
| are today. | | | | If you're bidding on the keyword, 'Hammers,' make |
| To beat competitors in your business category you | | | | sure the word 'Hammers' is in your headline. Google |
| must use imagination too. Here are 5 top techniques | | | | will then show that word as bold text; a huge |
| that'll boost your performance. While your ad is | | | | benefit. You'll need to create a number of tailored |
| climbing the Results ladder, you'll be getting far more | | | | ads in order to make this work. Perhaps you'll have |
| attention from prospective customers. | | | | one ad for every 2 or 3 keywords. No problem - |
| Introducing these tips may take a little time and | | | | Google makes this quite easy. |
| effort (perhaps that's why most advertisers aren't | | | | 4. Put the Price in Your Text |
| using them). But there are resources available to help | | | | People on the internet are busy. They want info - |
| you. What's more, these methods won't cost you a | | | | now. If you display a price of your product or service |
| penny. | | | | in your ad, you're likely providing them with more info |
| 1. Tailor the Web Address Displayed in Your Ads | | | | than your competitors are. Get ready for more clicks. |
| Let's say Mr Smith is searching online for apples. | | | | And more clicks means your position soars. |
| Meanwhile, you own 'Fruit' dot-com. If you happen to | | | | 5. Be Frugal with Google |
| have the word, 'apples' in your ad's web address, | | | | Why pay for clicks that do you no good? Calendar |
| when it comes to providing Mr Smith with his search | | | | studies show there's likely at least one day a week |
| results Google is going to love you. | | | | you'd have to be insane to run your ad. For example, |
| Problem is, you don't have the word, 'apples' in your | | | | if you're selling office supplies, it could be the |
| existing web address. Well, there's an easy way to | | | | weekend your ads should be off. If you're selling |
| fix this. It's called a subdomain. Subdomains are a | | | | theme park tickets, it could be Mondays that make |
| great way to ensure the keyword entered by your | | | | no sense for you. |
| prospective customer, is actually displayed at the | | | | By studying your ad's daily click patterns you can |
| bottom your Google ad text. | | | | discover the days or hours to put your ad to sleep. |
| So let's create a subdomain using your web host's | | | | This saves you money. Money which can be spent |
| control panel, so that 'Apples' will be a subdomain of | | | | later, and boost your ad during the proper times. |
| your existing site. This allows you to display | | | | After all, the goal is to save you money. Or, do you |
| 'Apples.Fruit' dot com as the ad's web address. Your | | | | prefer to contribute unnecessarily to Larry & |
| ad will contain address text matching exactly what | | | | Sergey's Google retirement fund? |