PPC Domination

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Table of Contents
Chapter 1 – Introduction To Google Adwords PPC …………………………………………………………………………… 6
Chapter 2 – How To Setup Google Adwords Account …………………………………………………………………….. 11
Chapter 3 – Google Adwords PPC Basics ………………………………………………………………………………………. 25
Chapter 4 – Keyword Research ……………………………………………………………………………………………………. 28
Chapter 5 – Fine Tuning Your Adwords Campaign …………………………………………………………………………. 37
Chapter 6 – Measuring Your Ad Campaign Results ………………………………………………………………………… 51
Chapter 7 – Best Practices For Google PPC ……………………………………………………………………………………. 61
Chapter 8 – Advanced Google PPC Features …………………………………………………………………………………. 66
Chapter 9 – Daily Adwords Pay Per Click Activities…………………………………………………………………………. 75
Chapter 10 – Taking The Next Steps …………………………………………………………………………………………….. 78
About the Author ………………………………………………………………………………………………………………………. 79
Appendix A – Pay Per Click Resources ………………………………………………………………………………………….. 80
Appendix B – Additional Services…………………………………………………………………………………………………. 81
Appendix C – Google Support Information ……………………………………………………………………………………. 82
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Proven Google Adwords Pay Per Click
Strategies To Get High Quality Targeted
Traffic That Converts Into Red Hot Prospects!
Thank you for ordering this brand new ebook for 2015 called PPC Domination that will teach you how to properly use the powerful Google Adwords online marketing and advertising platform. You have made a very smart decision. 
As you will see in this book, I am a huge fan of Google Adwords pay per click advertising because it provides the most targeted and instant traffic that you can get online. And for whatever type of business you have, it is a great marketing platform to find targeted buyers for the products or services you offer.
The fact is, many businesses have been hit very hard over the last few years from Google with various search engine ranking algorithm changes called Penguin, Panda and Pigeon. All of these have impacted how websites are ranked for organic search and as a result, the amount of traffic a website gets.
But it has also created an opportunity for innovative businesses that recognize pay per click as a great online marketing strategy. With Google Adwords it is possible to get highly targeted traffic in just a few days from the exact people who are interested in the products or services you sell, and the markets you serve.
I encourage you to study the information in this book so you can take control of generating your own high quality targeted traffic for finding new prospects, generating new leads and growing your business.
Once you understand how powerful Google Adwords pay per click can be, we hope you adopt the information we are providing and make PPC a key part of your online marketing strategy.
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This ebook will give you a behind-the-scenes-look at why Google Adwords pay per click is the best online marketing strategy, and how you start attracting hot new prospects and start generating new high quality leads and sales right now.
We cover all the bases and you will learn everything you need to get a pay per click campaign off the ground. Included are proven strategies with examples of how to create campaigns that you can start using immediately.
These are the chapters included with this ebook where we will also show you …
 Chapter 1 – Introduction to Google Adwords and why we believe it is the best online marketing strategy for lead generation in 2015.
 Chapter 2 – How to setup your Google Adwords account with a detailed explanation of basic and advanced features that you should consider for your first Adwords campaign.
 Chapter 3 – Basic understanding of Google Adwords that you so you can understand to get the best results.
 Chapter 4 – The importance of keyword research in using Google Adwords with recommendations on free and paid keyword research tools you should consider.
 Chapter 5 – Tips and tricks to fine tune your Adwords campaign to get the best results.
 Chapter 6 – The various metrics that you should monitor to measure results and how to use that analysis to improve performance.
 Chapter 7 – Best practices with Google Adwords that you should consider for generating the most highly targeted real estate leads.
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 Chapter 8 – Advanced Adwords features you should consider to get the best results.
 Chapter 9 – Daily and weekly PPC activities you should be doing to keep your pay per click campaign running smoothly.
 Resources – Additional information and access to tools and resources to help better manage your campaign.
Now that we have that out of the way, let’s get on with it!
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Chapter 1 – Introduction To Google Adwords PPC
You will never find a higher quality prospect than someone that does a Google search for the products or services you offer, finds your ad at the top of the first page of Google and clicks on the ad to visit your website.
They are searching on Google because they are looking to solve a problem, or maybe to purchase a specific product, or need some other help with other information. They are typically further along in the buying process and simply put, they are ‘in the market’ to solve a specific issue.
When someone is actively performing a search on Google, they are looking to involve themselves in a process. Some may be further along than others. But having a prospect go to your website when they are initiating the search process provides a great opportunity to influence their buying decision.
So it is very advantageous that these people find your website at the top of the page when they are actively seeking information. Because if you are not listed at the top of Google’s first page, it is unlikely they will ever find your website. And that is the essence of the awesome power of a well implemented Google Adwords pay per click marketing strategy.
There are many benefits to pay per click advertising but these two are the biggest from our perspective:
1) Highly Targeted Prospects – It is possible to target the exact
types of prospects you want to attract. With Adwords
you can implement a pay per click campaign on the
specific products, services or business issues you
want to target. With the training that we provide in
this ebook you will know how to select and target
the keywords that are the best performing search
terms. And as a result, the only people who will see your ads are
Leverage The Power Of Google Pay Per Click
Marketing To Grow Your Business FAST!
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those that are looking specifically for the products or services you offer. If you follow our guidelines, the ONLY people that end up on your website are those that are the most targeted prospects you could ever want to attract.
2) Measurable Results – With most advertising strategies it is very
difficult to measure what type of results you are
getting. Not so with Google pay per click. You will
have detailed analytics data on a wealth of
information that you do not have from other
advertising. This data includes:
a. Number of ad impressions (how many times ad was shown)
b. Number of clicks on your ad
c. Average cost per click
d. Number of leads that were generated
e. … more
One of the most important things to consider with any type of marketing strategy is being able to know if the money you spent provided a return on your investment.
Pay per click is far superior to any other form of advertising for because of the useful data that is available to measure results from the campaign. This allows you to run simple test campaigns for a week or two to determine if the marketing results are good for your business. From there you can adjust the campaigns to get even better results.
Landing Pages
This will be discussed in much more detail later, but we want to introduce the importance of the landing page strategy. This will impact the effectiveness of your Google pay per click campaign’s quality score and conversion rate.
It’s important to understand the ‘psychology’ of the search — what is it that drives someone to go to Google, type in specific search information
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and start the search process? Actually it is very simple. These people are actively participating in the market to find information that fills a need for something they want to find.
That is why your landing page strategy with pay per click is so important. As you will learn in this training, the more you can target specific landing pages to specific search terms the better results you will get.
In other words, if someone is searching for a specific product or service, the landing page should be dedicated to that product or service. Following this strategy will ensure that any clicks you get will be very high quality and targeted to your business.
Now of course this means that you need to be able to segment and identify the solutions you provide for your target market. And you must also understand how to find keywords to bid on that are consistent with the way people search. In Chapter 4 we provide an in-depth overview of keyword research and the tools you should use to discover those targeted keywords.
The Google Adwords Auction Process
Each time someone does a search there is a unique Google search auction process that decides which ads are placed and in what order they appear. Because each search is unique, it is likely that different results might be returned each time a search is done.
Here are some of the factors where the ads are placed during a search:
– Your budget status
– Competitors budget status
– Match type compared to user search term
– Ad scheduling
– Bid price
– Quality score
– Location of search request
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Since the auction process is repeated for every search on Google, each auction can have potentially different results depending on the competition at that moment. Therefore it’s normal for you to see some fluctuation in your ad’s position on the page and in whether or not your ad shows at all.
Google PPC vs. Facebook PPC
Many people are confused when comparing Google and Facebook PPC. Both advertising platforms can be very effective and both can have a place in your online marketing strategy.
But there is one key difference that puts Google pay per click ahead of Facebook in our opinion. And that is, Google PPC is based on someone actively taking the initiative of doing a search for a specific keyword that leads them to click through to your website. The direct response nature of their activity sort of pre-qualifies them before they even click.
Compare this to Facebook where your PPC ad is more of a passive advertising strategy placed in someone’s newsfeed. In a sense, Facebook PPC is just another form of ‘interruption’ based advertising where you are trying to capture someone’s attention while they are browsing other information.
That is the why we prefer Google PPC over Facebook. Google is a direct action and direct response advertising strategy unlike any other online or offline marketing platform.
Google Adwords Is The Bomb!
As you have probably noticed by now, I love the Google AdWords pay per click platform. There is an infinite amount of high quality traffic that can help you find high quality prospects. After completing this course, you will know how to get your Google ads in front of as many targeted prospects as you want.
Most businesses don’t understand how easy it is to get as much traffic as you want at the drop of a hat. Once you learn the proper techniques and strategies you will be in control of how much traffic you get and can time
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the campaigns for the busy times of day, or busy season of the year, or just when you want more traffic.
You can literally start implementing these strategies within 15 minutes of finishing this book. And these same strategies will get similar results over and over again.
One last point … if there is any question on whether Google is a good long term strategy, this chart illustrates the expected growth in PPC advertising over the next few years.
This leaves you to consider that in today’s market, if you are not found at the top of Google you are being left behind. And if your prospects are not finding you, who are they finding?
In the next few chapters we provide step by step instructions on how to properly setup a Google account and an Adwords pay per click campaign to get the very best high quality targeted traffic to your website.
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Chapter 2 – How To Setup Google Adwords Account
In this chapter we are providing a step-by-step process on how to setup your Google Adwords account. The first part of the chapter can be skipped if you already have a Gmail address that you can use for the Adwords account. Even if you already have a Gmail account you may want to setup a new one to keep PPC separate from an email account that you use on a daily basis. It is totally up to you, there is no right or wrong approach.
The first thing to do is to go to https://mail.google.com/. This is the screen you will see:
The first thing to do is create an account by clicking on the link. You will then be taken to this page to enter your information.
Follow These Easy Steps To Get Your Google Adwords Account Setup Correctly From The Very Beginning
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The red arrows signify areas that are required to complete, you can skip the mobile phone and current email address if you want.
After you have accepted the Gmail terms this step is completed. You will then be taken to this page:
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At this point you can a photo and create a profile but this is totally unnecessary to complete and optional. I typically click on ‘No Thanks’ and move to the next step.
The next page is just a confirmation that the account is setup and you can click on ‘Continue to Gmail’.
At this point you will be taken into Gmail and your account is ready.
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Now that you have a Google Gmail account setup, you can use the same email address to setup your Google Adwords account.
The first step is to go to https://adwords.google.com and start the account setup process. This is the first screen that you will see:
Since you already have a Google Gmail account, click the ‘Sign In’ link to access the Adwords account.
The next page will list the Gmail accounts that Google recognizes on your computer. This may include any other Gmail accounts you have setup, just select the account you want to use for your Adwords marketing campaign.
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You will then be taken to a page that prompts you for account recovery information, I usually click on ‘No Thanks’ and continue. But if you want to provide this information just enter your information and click ‘Done’.
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Now you are ready to go through the Adwords account setup. There are quite a few screens to enter information and it is very important that you follow this process as we define it. As with anything else in business, getting everything setup from the start will help you have success in the future.
The first step is creating your account.
The first thing is to enter the email address you want to use for your Adwords campaign, again just use the Gmail account previously setup.
The next 3 steps are very important because it defines the country, time zone and currency. Simple questions for sure, but if you don’t get these setup you will have problems later on with billing, reporting and overall account management.
Once you have completed this info and hit ‘Save and Continue’, you will then be taken to a page where you can create your first campaign.
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The step here is simple, just click on the ‘Create your first campaign’ button. This is where the fun begins because you are now taking action on getting high quality targeted traffic to your website! This is the next screen you will see (several sections of this page are split into smaller images):
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The image above might be the most important steps in getting an Adwords campaign setup correctly, so I am going to provide details of each step. Google kind of makes this confusing so I have brought highlight to a the following 8 key steps.
1) The FIRST thing you need to do is to select ‘Search Network Only’ under (beside) ‘Type’. This is extremely important to make this selection first. I have emphasized this by placing the #1 image beside this step.
2) The SECOND thing to do is to select ‘All features – All the features and options available for the Search Network’. You may get a popup message that says ‘Changes that you have already made to this page will be lost if you switch campaign types. Continue?’. Select OK and continue.
3) At the top of the page you should now see a message that says ‘Search Network Only – All features’. If you see this you have this step setup correctly. If not, go back to steps 1 and 2 to get this right.
4) Now you can start building the campaign. Enter a campaign name such as ‘Blue Widgets’ or some other text that can help you identify the campaign. As we will discuss later, a well-run Adwords strategy will have multiple campaigns and multiple ad groups defined.
5) You can skip the option for ‘or load settings from existing campaign’.
6) Leave the ‘Networks’ option as is with Google Search Network and the ‘Include search partners’ box checked. This will allow your ads to also show on AOL, ASK and other Google partners without any additional setup.
7) Leave the ‘Devices’ option set as is.
8) Under locations you can choose whatever you want, I typically select United States, but you might want to select other options. If you want to target a specific area where you want your ads to run then
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enter a location in the box. Remember though, you should only use the specific locations if you want to limit your ad to run in a certain area or within an ‘X’ mile radius of a certain area. This is a powerful feature to use if you want to target a specific audience location.
The next image reflects what you will see when scrolling further down the page:
The language option will probably already be selected for English but just confirm and move on.
The bid strategy section is another very important area to get setup correctly. Make sure you follow these steps exactly as defined.
1) Make sure you select the option for ‘I’ll manually set my bids for clicks’. You want to have total control over the bid prices you set and do not want Google to manage this for you.
2) Bids for search terms can vary widely because of many factors, including type of business, location, and others. You will want to use
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the average cost per click information that you learn in the keyword research phase to estimate what default bid amount you should enter. In a later chapter we discuss bid strategy in more detail and the optimal positions in the Google ads. We’ll give you a hint, it is not always best to have the highest bid or even the highest rank. There is much more information about how to manage your bid process in later chapters. But for now, enter a default bid to start.
3) The budget field is where you decide how much you want to spend every day on your Google ads. This is totally up to you, depending on the expected cost per click and the amount of advertising budget you want to spend on a daily basis.
A few more steps and your first campaign is setup and we can then move to getting the ads and keywords setup.
Skip all of these sections on ‘Ad extensions’ and ‘Advanced settings’ for now and just click on ‘Save and continue’.
Congratulations, you now have setup your first campaign. In the future you will probably want to add other campaigns, just follow these same steps.
Now let’s define the Ad Group and Ads.
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This is a quick run through of how to properly setup an Ad group and your first ad. I have entered some text in the various boxes only as an example.
1) Name the Ad group, something like ‘Homes For Sale’ (or whatever product / service you are offering).
2) Make sure the ‘Text ad’ button is selected.
3) Enter a headline for the ad (note you can see a preview of the ad to the right). You have 25 characters for the headline so sometimes it takes a little work to get the wording just right.
4) Enter the ‘Description 1’ and ‘Description 2’ fields. You have 35 characters each in these fields. Advanced feature: put a ‘.’ (period) at the end of ‘Description 1’ and you will have an enhanced ad when you are ranked in the top 1-3 positions. You can see what this looks like in the bottom ad of the Ad preview section.
5) In the ‘Display URL’ field, enter your website. This can we something like ‘yourwebsite.com’ or ‘www.yourwebsite.com’ (of course using your domain name in the entry).
6) In the ‘Destination URL’ enter the link for the landing page where the visitor will land. For example, it could be something like
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‘yourwebsite.com/homesforsale’ with the link going to the specific landing page on your website.
You now have the ad defined; now it is time to complete the setup for the campaign and ad group.
In the box under the ‘Select keywords’ tab just enter one keyword for now, something like ‘homes for sale in <your city>’ replacing it with your location.
We will be discussing keyword research in much more detail in this document and suggest that you read all the way through before just randomly picking some keywords. In fact, that is one of the biggest mistakes most people make that are not familiar with the Google Adwords process.
For now, just click on ‘Save and continue to billing’.
The last step is setting up billing in your Google Adwords account. The easiest and most popular option is to place a credit card on file. Google will
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then charge your credit card once per month for the actual costs of the clicks that you have accumulated. This is the process to follow:
Just hit continue to accept United States as the billing location.
This is a pretty simple form with the following steps:
1) Select whether this is a business or personal account.
2) Complete the business information section with all entries.
3) Complete the primary contact info.
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4) Select the method you wish to pay, either with a bank account or credit / debit card. Using a credit / debit card is much easier and is the best choice unless you are a large Adwords client spending thousands of dollars per month.
The setup continues below:
1) Enter your credit or debit card info.
2) Select the ‘Billing communication language’.
3) Review the ‘Terms and conditions’ and then check ‘Yes, I agree to the above terms and conditions.’ if you agree.
4) Click on the ‘Complete sign up’ button and you are done.
Congratulations, your Google Adwords account is setup. You have also created your first Ad group and your first ad. Next we will focus on keywords.
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Chapter 3 – Google Adwords PPC Basics
In this chapter we are going to cover some of the basic concepts of Google Adwords pay per click. These concepts are important basic building blocks to understand as you move through this document.
Here are basic terms that you need to understand as we go through the Google Adwords education.
 Impressions – the number of times your ad has shown in the ad rotation; a good measure of how popular a particular keyword is in your market
 Clicks – the number of times someone has clicked on your ad and landed on your website; each click should equate to one unique visitor to your website
 CTR (click through rate) – this defines the percentage of times your ad was clicked to the number of impressions; the higher the number the better, a good guide is to get anything above 1% CTR
 CPC (cost per click) – this is what it costs you each time someone clicks on your ad; Google provides an average CPC value for all ads and keywords
 Quality score – this is a very important thing to understand about Google Adwords; the higher your quality score the better performing your ads will be – including higher rankings at a lower cost
 Max. CPC – this is the highest price you want to set for a keyword bid; in other words you will never be charged more than the Max. CPC for any click
Setting A Good Foundation Of Google Adwords
Basics That Will Be Used Throughout This Document
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 CPM – there are different bid types, including CPM which is based on the number of impressions your ads receive; CPM stands for ‘cost per thousand’ impressions, so you basically bid on how much you are willing to pay for 1000 impressions; CPM bidding is best used if you are trying to build awareness in the market and not for increasing traffic to your website or new sales
 Daily budget – you can set a daily budget of any amount depending on how much you want to spend on your ad campaign; you will never pay more in one month than your daily budget * 30.4 (Google’s definition of a month)
 Campaign – the highest level of your Adwords account; you can have multiple campaigns and each campaign has their own budget and other settings (location, scheduling, etc.)
 Ad groups – the second level of your Adwords account; you can have multiple ad groups in any campaign; ad groups allow you to segment your marketing strategy all within a single campaign
 Ads – the third level of your Adwords account; you can (and should) have multiple ads within any ad group
 Keywords – the fourth and final level of your Adwords account; keywords are assigned at the ad group level; you can have a few or many (thousands) of targeted keywords that you are bidding on
 Broad match – this is the loosest keyword match type; Google will match synonyms and other close variants to the keyword; using broad match keywords are great for reaching the most people but in return you will get the most non-targeted clicks; broad match is great for building market awareness if you want to reach as many people as possible that may be interested in your products or services
 Phrase match – this tightens up the search process to only include the search terms that are included in the keyword; using phrase match will reduce the number of impressions but the clicks will be
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more targeted than broad match; there will still be some non-targeted clicks
 Exact match – this is the tightest of keyword match types; your ad will only show if the search term by the user matches exactly with the keyword you have placed into bid
 Negative keywords – it is wise to manage a negative keyword list so that you eliminate bad clicks that are triggered by keywords you don’t want to target; some examples would be jobs, careers, salary, review, classes, courses, tutorials as anyone keying in these terms are not actively in the market but just wanting to find information; the negative keywords are unique to every industry and maybe even to every location so this is something that you will need to take into consideration when setting up your Adwords account
 Ad extensions – you can add more content to your ad by using ad extensions such as sitelinks extensions, call extensions, location extensions, callout extensions and more; these help enhance the appearance of your ad while providing more useful content; Google also gives additional quality score points for properly using various ad extensions
 Cost per acquisition – an advanced metric that allows you to bid on how much it costs to acquire a new lead instead of cost per click; this is a great strategy to implement but it takes quite a bit of additional setup to accurately measure a conversion
 Manual bid strategy – you actually have an option to set your own manual bids or allow Google to set your bid automatically; while there are some advantages that Google touts with the automatic bid you basically turn over all pricing control to Google; most professional Adwords experts recommend that you use the manual bid strategy
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Chapter 4 – Keyword Research
The #1 reason many pay per click campaigns fail is lack of solid keyword research. We’ll start this chapter off with a high level view of what keyword research means and why it is so important. Then we will provide real live examples of how to setup and manage keywords in the Adwords platform.
What Is Keyword Research
In our opinion, keyword research is the backbone of any pay per click campaign. Select the right search terms to target and the chance of a successful marketing campaign just got a little higher. Select the wrong keywords to target and you will never reach the full potential.
So it is important to understand what makes one keyword better than another. Here are some simple questions to consider:
– Does the keyword search term match the market you are targeting and the clients you want to attract? One simple example is that if you are selling blue widgets you will want to target keywords such as ‘blue widgets for sale’. But it goes much deeper than that. The keywords you target must define your marketing strategy, the types of clients you want to attract, the services you provide, etc.
– Are the keyword terms cost effective, in other words can you afford the cost per click? There may be some keywords you want to exclude to better manage costs.
– Are the targeted search terms what we refer to as ‘buyer keywords’? The best buyer keywords are typically ‘long tail keywords’ that you will discover during keyword research. As a general rule, the more specific search term that is entered, the closer they are to making a purchase decision. For example, someone searching for ‘cameras’ is
Understanding How To Keyword Research Is Perhaps The Most Important Step In Getting Good Pay Per Click Results
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probably looking for general information. But someone searching for a specific brand and model of camera is looking for a very specific camera. They are not merely window shopping, they have already decided on the specific information they want to find. That is why we recommend targeted keywords that are as granular as possible to target. The more targeted the search term, the more targeted the prospect.
– Do the keywords you are targeting have sufficient traffic to make it worthwhile to pursue? Some search terms get more traffic than others so it is important to understand which are the highest performing keywords. Although if you follow the advanced keyword strategies we discuss later in this document, all relevant keywords should be targeted. But it is still important to know the expected cost for a keyword and if it has enough searches to make it worthwhile to pursue.
The reason that keyword research is important is because it defines the market that you are targeting and the types of clients you want to attract.
Slight nuances of similar keyword phrases can make a huge difference in average in the success of your ad campaign. So it is extremely important to make sure the right targeted keywords are selected.
There are multiple keyword tools available to find the best possible keywords for your business and the markets you serve. At the end of this chapter there is a list of recommended tools to complete the keyword research process.
There is a second element of keyword research, and that is determining the keyword search terms that your competitors are targeting. Besides knowing the specific keywords they are bidding on, with the right tools you can determine how much they are bidding on keywords, what their monthly paid advertising budget is, how effective their traffic is with their PPC marketing strategy, what their landing page messaging and content looks like, and much more.
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We are not advocating that you copy what the competition is doing. But doing proper competitive keyword analysis allows you to understand what they are doing and then identify windows of opportunity that are not being exploited.
Here are other key points about keyword research that you need to consider as part of your strategy:
– Long tail keywords – Throughout this document I note that the more granular you can be with your pay per click strategy, the more targeted prospects you will attract. Longer searcher terms may not get as many searches, but someone who makes a specific search and lands on a landing page for that particular product or service is a targeted prospect, almost a pre-qualified buyer if you will. So it is not always best to measure your campaign by how many clicks you get, but rather by how many targeted prospects you attract.
– Keyword match types – Without getting too deep in the weeds now, there are three keyword match types with Google Adwords: broad match, phrase match and exact match. We will explore these different match types later in this ebook. But different match types will yield different results. Again the more granular you get the better the results. And because of that we recommend that phrase match or exact match are the best options when bidding on keywords.
We could write a whole book on keyword research (and plan to do so soon) because there are many different things to consider when developing a keyword based marketing strategy for pay per click.
There are several free or paid tools and resources that you can use; here are the top 5 that we use every single day in our business:
1) Google keyword planner (free) – This info comes straight from Google so it is considered to be a good source of information. You can find hundreds of keywords by doing a simple search. The problem is that it does not provide an easy way to manage all the different processes required when working with a large keyword list.
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I use this tool primarily in initial research to help identify potential keywords that I want to explore further.
2) Keywordtool.io (free) – This is a relatively new keyword tool that returns keyword search results based on Google suggestions. If you have ever searched for something and see the drop down suggested list that Google provides, that is called ‘Google suggestions’ and is the data this tool provides. This is another great tool for doing initial keyword research. It is also good if you are looking for a small but very specific set of keywords. But like the Google keyword planner tool, it does not provide any way to manage a large list.
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3) SEMrush (paid) – This tool is available in either a free or paid version and may be the most indispensable tool for anyone interested in online marketing. Not only does SEMrush provide great keyword research information. But the competition module allows looking inside a competitor’s website to see the keywords where they have organic rank, what keywords they are bidding on, and much more. We highly recommend the paid version because of the additional functionality it provides.
4) Market Samurai (paid) – Another keyword research tool that is available in both a paid and free version, and another that we highly recommend buying. The power of Market Samurai is that it lets you build huge keyword lists and provides great editing tools to manage the list. You can drill down on selected terms; it allows you to build a negative keyword list as you go, etc. The power and flexibility of this tool makes it the must have keyword research tool for serious online marketers that want to focus on keyword based marketing. The image below is what a targeted keyword list looks like after several rounds of massaging and cleaning keyword data for a specific market.
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5) Keyword Pad (free) – While not really a keyword research tool, another great resource to have is Keyword Pad. I use this to segregate lists, isolate specific keywords, search and replace, and much more.
These are the exact keyword tools I use every day to identify and analyze the search terms that should be targeted in a PPC campaign.
Setting Up Keywords In Adwords
Up to now this chapter has focused more on the education of why keywords are important. From here, the focus will now be on how keywords are used in Adwords and how to set them up correctly.
Below is a screenshot of Google Adwords, to manage the keywords click on the ‘Keywords’ tab at the top.
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Then click on the red button with ‘+ Keywords’ which will open a small window where you can enter the keywords you want to target.
Copy the targeted keywords into the box where it says Add Keywords.
Don’t forget to select the Ad Group that you want to add the keywords. Then hit the ‘Save’ button to continue.
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At this point you now have the Adwords campaign populated with the keywords you want to target and they will show in this screen.
The last step is a very important step, which is adding the negative keywords. Doing this correctly will greatly reduce the number of ‘bad’ clicks that you get because you are identifying the negative keywords that should prevent from showing the ad.
There are many examples, but I typically make sure keywords that have job, jobs, career, salary, reviews, etc. are in the negative keyword list because people who search on those terms are most likely not looking to purchase a product or service.
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Simply click on the ‘Negative Keywords’ tab which will open a new window. I typically manage negative keywords at the campaign level but it is also possible to manage them at the Ad Group level if you want.
Simply copy the negative keywords into window and hit save.
Congratulations! You now have finished setting up your keywords for the Adwords campaign.
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Chapter 5 – Fine Tuning Your Adwords Campaign
At this point you are well on your way to getting high quality and targeted traffic to your website to attract your best prospects. You have accomplished more than many other website owners ever will and now have a basis of understanding on how to leverage the Google Adwords pay per click platform.
In this chapter you will now be able to fine tune the initial campaign and start learning about some of the more advanced features that are available in Adwords.
To get to scheduling, make sure you click on the correct campaign in the left sidebar and then click on the ‘Settings’ tab at the top.
You will then be taken to the settings page for the campaign, which is the same page where we initially setup the original campaign. This is the screen you will see.
Leverage The Power Of Pay Per Click Marketing
To Grow Your Real Estate Business FAST!
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If you scroll down the page you will see a heading for ‘Advanced Options’. Click on the ‘Schedule: Start data, end data, ad scheduling’ option.
After you click the screen will expand and look like this:
Now you have more options. Beside ‘Showing ads all the time’ click ‘Edit’ and you will see:
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If you want to create a custom schedule then click on ‘Create custom schedule’ and the screen will once again expand to show:
If you click on ‘All days’ the drop down box will appear with many more daily schedule options:
Now you can schedule the ad to run on certain days of the week and certain hours of the day. You can even have different hourly schedules by day if you want. This may be something you want to do if you know that certain times are better (or worse) than other times.
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Ad Extensions
Google has various ad extension formats that can be used to enhance your ad. For most local businesses, the 3 ad extensions that get the most use are:
Sitelinks extensions
Call extensions
Location extensions
By the way, this is a near perfect pay per click ad for real estate. Congrats to the owner of this website.
It is important to note that ad extensions only show when your ad is placed in the top 1-3 positions at the top. Ads with placement of 4 or below on the sidebar are not eligible for the ad extensions to display.
Ad extensions make the ads bigger and offers the person who is searching with more options to click through the ad.
Another very good reason to use ad extensions is that it helps to improve the overall quality score of the ad — which gets you higher rankings and lower costs per click.
These are the 3 most common Ad extensions:.
1) Sitelinks Extensions
Sitelinks extensions are very useful because they allow you to include additional links in your ad.
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In the ad above you will see 3 Sitelinks extensions that have been defined by this realtor. There are many ways you could this feature in your business to draw attention to specific pages on your website that have beneficial information for the person doing the search.
The steps to implement sitelinks extensions are noted below.
From the main campaign page, click the ‘Ad extensions’ tab.
To the left you will see a new tab called ‘View: Sitelinks extensions’, click on this tab.
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This will present a drop down box of the various types of ad extensions that are available. Click on ‘Sitelinks extensions’.
Now you need to add the first extension. Click on the red box with + Extension’.
You will need to select the campaign to assign the ad extension.
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Select the campaign you want:
Now click on the grey button for ‘+ New sitelink’.
A window will popup, enter the information in all the boxes as demonstrated below and click ‘Save’.
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You will now see the first sitelinks extension listed.
After you have entered the number of sitelinks extensions you want (minimum of 4) click on ‘Save’. You will then see all of your sitelinks extensions listed here.
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2) Call Extensions
Call extensions are very handy because they allow you to include your phone in the standard text ad, as shown below.
On a mobile device it shows as a call button and if clicked will call you directly.
But if the ad is seen on a desktop computer, someone might actually call you without clicking the ad. Can you say FREE!
As with any other ad extension, the call extension improves the ad quality and provides a larger ad which is always good — bigger is better in advertising.
This is how you setup a call extension in your ad. From the ad extensions window click the dropdown box to view extensions.
From the drop down list select ‘Call extensions’.
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Click on the red box that says ‘+ EXTENSION’.
Select the campaign.
And hit ‘Save’ …
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Click on the button that says ‘+ New phone number’.
Make sure the button is clicked for ‘My own phone number’ (don’t use call reporting).
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Enter the phone you want to have appear in the ad and click ‘Save’.
You will now see your call extension listed. Click ‘Save’.
And this is what the call extension looks like in your dashboard.
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3) Location Extensions
The location extension allows you have your company address displayed in the ad. This enhances the appearance of your ad and also notes that you are a locally operated business where the search is being done.
People want to do business with local businesses and this is just another way to subtlety show your prospects that you are a locally owned business.
This is one of the easiest ad extensions to set up. From the main campaign window click on ‘Ad extensions’.
Select ‘Location extensions’ from the drop down menu.
Click on the red box that says ‘+ EXTENSION’.
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It will pop up a window asking for you to link your adwords account with your Google + (My Business) account.
When you click ‘Done’, Google will automatically link the accounts together.
Congratulations, you now have your ad extensions setup!
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Chapter 6 – Measuring Your Ad Campaign Results
You will want to closely monitor your PPC campaign results so you know if you are getting a good return. Google provides a wealth of data on paid advertising and it is made available in various dashboard reports. You just need to understand how to find the data you need and what to look for.
There are several key metrics to watch, and these go across all reporting levels: campaign, ad group, ad, keyword. They are:
– clicks – This represents how many people actually clicked on your ad and landed on your website.
– impressions – This defines how many times your ad has shown, in other words this is how many people had the ad shown in their search results.
– click through rate (CTR) – This is the percentage of the number clicks divided by the number of impressions. The standard measurement is that anything above a 1.0% CTR is a well performing ad. Remember that the higher the CTR, the higher your quality score. And the higher the quality the score, the higher you will rank and the lower your clicks will cost. Managing CTR is a key metric to watch.
– average cost per click (CPC) – This is the average cost each click costs. As you will see during the campaign, different keyword clicks cost different amounts. In fact, the same keyword click can vary. Watching the average CPC is important because it will help you better set and manage a budget.
– cost – This is the total cost of the campaign for the period you are reporting. It basically is a calculation of the # of clicks * the average CPC.
You can only improve what you can measure! That’s one of
the oldest and best management principles to understand.
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– average position – This represents the average position your ad was ranked across all searches. To get the best results you should strive to be in positions 1-3. We like to manage the keywords at a granular level so that most fall in the average position of 1.5 – 2.5. That way you are almost always in the top 3 positions but you are not paying the maximum price.
– quality score – At the keyword level report only, there is another metric that is very important called quality score. This is a Google calculation on how relevant your ad is to the person searching. In general terms the search term, the ad content and the landing page content should all be relevant to each other and to the original search that was entered.
Google Adwords reporting is available at different levels: campaign, ad group, ad and keyword. Within each of those levels, there are a lot of other options. These next few screenshots will highlight some of these reports.
It’s important to understand that within each level, data is reported in a similar fashion. Most of the metrics noted above are available at each level, so in effect drilling down at each level is drilling down on the data.
The first is at the campaign level. This data would include all data for the whole campaign — every ad group, every ad and every keyword would be included at this level.
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If you have multiple campaigns then you would be able to drill down on the metrics at each campaign level and compare how each campaign is performing.
For real estate, if you are a real estate agent you might have separate campaigns for ‘Homes for Sale’, ‘Condos for Sale’, ‘Foreclosures’, etc. By having separate campaigns for each you are able to manage each campaign as a separate project with separate daily budgets, etc.
The next level is Ad Group. Reporting at this level includes metrics for all ads and keywords assigned to that Ad Group. This is very useful to compare how ad groups are performing against each other.
In real estate terms, you might have an Ad Group for each location you want to target. For example you would have an Ad Group for ‘city location 1’, a separate Ad group for ‘city location 2’, etc.
It is very important to segregate your Ad Groups effectively because it is at this level where keywords are assigned. To have an effective campaign you will want to keep each group separate to give you more flexibility in the campaign setup and in the ensuing reports that you will have available.
The next level is the various ads. It is common practice and highly suggested that multiple ads are setup for every ad group. There are
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several reasons, but the most important is doing so gives you an opportunity to test various ad content.
This is called A/B testing where some of the searchers see one ad and other searchers will see different ads. Over time you will have data on which ad is performing better.
A practice I suggest is to have a minimum of 3-4 ads running at one time. Each week you should see which ads are underperforming against the others. Then you can remove the underperforming ad and create a new ad.
This will pay huge dividends over the course of the project because you will not have ads running that don’t get clicks. We have stated previously in this document how important click through rate is and one way to keep it high is to run multiple ads and weed out the bad performing ones.
The ad level is where you have the chance to impact the success of your campaign. Write good search term relevant content ads and people will click through to your website. And that is the purpose right?
The next level is at the individual keyword level. Here you will see how each individual keyword is performing. And be prepared, because it is at the keyword level where you can really start to understand the ‘psychology’ of the person who is searching.
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With the detailed data that Google provides, you will see how many times each keyword is triggered when someone does a search and how many clicks it got. This is very instructive data because 1) it illuminates what search terms are important to people who actually search, and 2) you can tell which keywords are best performing.
As mentioned above, one of the secrets to a successful PPC campaign is having well-written ad content. That is because your keywords that are triggered in a search should closely match the content in your ad. If that is the case you will have a higher click through rate. That metric tells you how effective your content and keywords match.
But this keyword report does not tell you the actual search term that was entered. That is the holy grail of the data because there are patterns that you can see from how people search that provides insight into how the mindset of the market as a whole.
To get to the actual search data you need to dig one level deeper. Note, this report can only be obtained from the keyword report tab.
Click on the ‘Details’ tab and a window will open. Then click on ‘All’ under ‘Search Terms’.
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Now let’s look at some other reporting data that is available from Google. I’m not going into as much detail, but want you to feel comfortable in knowing how to access the data that is available.
One handy reporting capability is see a graph of actual data. This data can be a variety of different metrics that you can see by clicking the drop down box noted below. You will see another drop down box where you can make your selection.
Note that the box just to the right has similar capabilities. You can choose a metric from each box to see comparison data.
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Note, you may have to click on the graph icon marked by the second arrow to see the graphical data.
The next item is at what level of time do you want data reported. Obviously starting off you should set this daily until you have enough data to see longer periods of time.
Another useful metric is the segment data. This provides data as time of day, search term match, device type (mobile or desktop), and other very useful information. Having access to this level of detail will help you understand your market better and have insight into where and how your prospects are searching.
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One thing you should know is that you have some ability to customize the reports by selecting which columns show in the each of the various reports. This customization needs to be done at each level so you can see the data you need to make best decisions.
This is accessed by clicking on the ‘Columns’ button and clicking on ‘Customize columns’. From there you get a window to open with many different options.
As you see below, you now have a wealth of data elements to include in your dashboard reporting. Don’t be timid, you can’t hurt anything. If you accidentally delete something you can add it back. But you will want to play around with this so you understand the level of detail that is provided by Google reporting.
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The last thing to cover in Adwords reports is how to download a report. Typically you would download the report into Microsoft Excel so you can save it, manipulate it, etc.
From any reporting level this is very simple, just click on the down arrow as noted below.
That will then open up a new window where you have various options on how to download or save the report. You can even schedule the report to be emailed on a scheduled basis if you want.
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One last note… This chapter only addressed the reporting that is available from Google Adwords. If you have all the Google properties properly integrated, there is much more data available in Google Analytics and in Google Webmaster Tools.
Congratulations, you now know how to monitor your Google Adwords campaign results!
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Chapter 7 – Best Practices For Google PPC
Google Adwords has a ton of functionality if you want to take advantage of everything that is offered. But for most people, staying basic provides enough to get the targeted traffic results that they want.
We have covered a lot of technical details in this document on how to use Adwords, or how to properly setup various components of Adwords features. In this chapter we will delve into non-technical best practices types of Adwords management that you should consider.
Think of this information as how to get more results without spending any more money or maybe without doing any additional work.
1) Get granular – This is the single biggest way that you can get better results than your competition. In your market, there are certain areas where you probably try to specialize — maybe a certain type of product or service; or maybe a specific business issue that you can help clients solve. So why not target your Adwords strategy to find prospects who are actively seeking information about those areas?
Getting granular means that you target specific keywords for the specific markets of focus which will have your ad showing only when someone is searching for that defined market. It also means that your ad content and website landing page must be targeted at that same specific level.
So when someone is searching for a specific subject, your ad content should include that keyword. But more important is that the landing page MUST be optimized and MUST provide information for that specific area.
The best Adwords pay per click results can come from the smallest but most meaningful changes to the campaign.
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There are several benefits to a granular strategy with Adwords:
1. You will have less competition meaning that your ad placement will be much higher
2. It will cost you less money because there is less competition
3. The people who click are your ad are more targeted prospects
Getting granular with your Adwords campaign should be the #1 priority because you will get much better results at less cost.
2) Set your Max. CPC to get top positions – Another common mistake made with Adwords is setting your bid price too low. There are several reasons why you want to set the bid high enough to get top rankings. The biggest one is you want to get people to your website right?
You are protected by the daily budget so you are never going to spend more money than you want and the only way to get leads is to get people clicking through to your website. If you are priced too low you might be ranked in the 8th position where no one ever clicks.
Almost 90% of all clicks happen in the top 4 positions so if you aren’t placed there you probably are not going to get results. The best ranking positions are actually #2 and #3 because they still get a lot of clicks but you don’t pay the top price of what it costs to be #1.
In reality you will have different keywords that have different average positions but you should try to manage the campaign to have as many keywords as possible in positions #1 – #3. While quality score plays a huge factor in the ranking position, setting the right bid price helps you to get those top positions.
3) Quality score – This is a subject discussed extensively in this document but it is a primary factor in getting the campaign results you want with Adwords. While easy in concept it can be a difficult process to manage.
Google assigns every keyword in your campaign a quality score of 1-10, with 10 being the highest. The concept is that the search term that was
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entered by the user is relevant to the ads in your campaign which are relevant to the website landing page. This means your ads and your website landing pages are optimized for the keyword search terms that are entered.
In essence what you have to do is try to match all of those so the user has a quality user experience of finding the information that they searched. That is Google’s #1 objective and they reward advertisers that are able to provide that quality experience.
But it goes further than that. Your actual cost per click is impacted by your quality score. Google has deemed a quality score of 7 to be the standard, with scores below that paying a penalty and scores above that getting a discount.
See the image below for more details on how your quality score can impact your cost per click:
4) Landing page conversions – So it’s great to get all of this targeted traffic to your website but if they don’t convert into leads or sales it really isn’t worth the time, money or effort you are spending.
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To generate leads and sales there are three (3) very important considerations:
1. Your website must be mobile optimized or at least mobile responsive because of the high volume of traffic that is now coming through search engines from mobile devices;
2. The website landing pages must be optimized to convert;
3. You must have a call to action that works.
You will definitely have some tire kickers, people who are just looking. But the easier you can get them to convert into a lead the sooner you can start working to turn them into a client.
It’s hard to say that any one thing is more important than others with a Google pay per click campaign, but having a landing page that converts is right up there at the top. It can be the difference in having no success or having great success with your PPC campaign.
5) Expanding your campaign – There is a lot to learn just getting your first Adwords campaign going so it is best to start with a small campaign and budget. That way you can work out the kinks while learning and also protect from spending too much.
But one of the best things about the Google Adwords advertising platform is the ability to scale up or down at will. If things are working great, just expand the campaign either through more products and services or by increasing the daily budget. If they are not going so well you can just do the reverse and scale the budget back.
These changes happen almost immediately. Another way to expand the campaign is by adding more keywords as you should always be searching for new keywords to target. Google even helps you with this and occasionally recommends new keywords to add. But make sure you examine these closely; their recommendations are sometimes too broad to meet the specific targeted campaigns you want to achieve.
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6) Maximize your budget – One of the best ways to maximize your budget is by managing your keywords bids and your quality score.
With proper management you can squeeze additional profits by getting more clicks without raising your budget. If you have a high converting landing page, more clicks can easily turn into more leads.
On a weekly basis at least, you should be examining the keyword report to figure out where you can get better results. It is well worth the time and effort considering the additional traffic you will get over an extended period of time.
7) Display URL – There are two URL’s that must be set in an ad, the ‘display URL’ (what searchers see in the ad) and ‘destination URL’ (the link where the click is directed). The display URL is very important because you can use it to bring attention to a specific area of focus.
For example, if you are selling different types of equipment, your display URL might look something like: www.yourwebsite.com/tumblers or www.yourwebsite.com/bagfillers.
The display URL gives people an idea of where they will arrive and what type of information they will get if they click on the ad. This can enhance the performance of your ad results because people know they are going to find the information they want at the display link.
8) Proper Use of Caps – When you properly use capitalization in your ads you will get better results. Each word in the title and description lines should be capitalized because it makes the ads easier to read. Studies have shown that ads with proper use of caps also get more clicks.
9) Landing page links – One very important note. Make sure your landing page has links in the footer or other place on the page for the following: Home, Privacy Policy, Contact Us, About Us. While these are not a 100% requirement, Google really likes full open transparency so the website visitor can make a good informed decision.
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Chapter 8 – Advanced Google PPC Features
We have covered a lot of information so far in this ebook that will help you run a very productive Google Adwords campaign. If you follow the guidelines we have provided you will be in front of 95% of every other business that is trying to do Adwords pay per click without this information.
The information we have provided is a result of our many years of online marketing experience across multiple industries. As well, we have passed rigorous exams from Google and have earned status of ‘Google Certified Adwords Professional’ and ‘Google Partner’. This gives us an ample mix of real world experience as well as a detailed understanding of the Google Adwords platform.
Just like any other endeavor, the difference between what the top professionals know compared to others is just a result of the experiences they have and the areas they have studied.
The focus of the content in this chapter are things you can do to make your Adwords campaign even more productive.
1) Advanced location strategies – During the setup you can select where you want the ads to run. In most cases we recommend that you leave this to United States or United States and Canada.
If you are a local business like a lawyer, dentist, realtor, painter, builder, etc. you will be running campaigns for your local locations. This is where advanced location strategies are used to only show ads in your operating area.
Location options are at various levels, including: country, state, county, city, zip code, mileage radius from an address, etc.
When you are comfortable with the basics make sure you take the next step in getting your campaign fully ready!
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2) Bid Management – Managing your bids is a very important part of the pay per click process. One of the interesting things to watch during the campaign process is the results that different keywords provide. For example, which keywords have the:
a. Highest CTR
b. Best quality score
c. Lowest / highest CPC
d. Highest average position
e. … and other important metrics
Some of these results can be affected by good bid management which requires analysis of each keyword and how it is performing. And then ask the question, if I adjust the bid up (or down), will it improve the results of this individual keyword?
For example, you may have a keyword in position 7.6 that is getting lots of impressions but has a very low click through rate. That keyword would be a prime choice to adjust the bid price up because the fact that it is getting a lot of impressions means that it is a very popular and relevant search. But there are no clicks because the ranking position is so low.
You may have campaign with hundreds of keywords so it can take time to go through this process. It’s not something that has to be done every day but it is an exercise that will give you a lot of insight into how people are searching, what search terms are relevant and which keywords you should be more aggressively bidding on.
3) Bid Strategies – With Adwords there are several different bid strategies that you can use to get the best traffic.
Maybe you want to get more traffic to your website, in which case you would use manual cost per click bidding. You might want to just build more online brand awareness about your business, in which case you would use cost per impression bidding. Or you might want to focus on getting visitors to take a specific conversion step, in which case you would use cost per acquisition bidding (note, this
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requires extra work in both Adwords and your website to setup and manage).
Further, you have options for automatic or manual bidding on each of these different bid strategies. With automatic bidding Google sets your bids to get the best results (supposedly). Most PPC experts agree that it is much better to manage your own bids so that you can manage the important aspects of your advertising strategy.
But in any case, these bid option strategies should be considered as you are setting up and then managing your Adwords campaign.
4) Bid simulator – Adwords bid simulator allows you to see how different bids might change your ads’ performance. This handy tool allows you to estimate the clicks, costs, impressions, conversions, and more that your ad will receive by changing the Max. CPC bid. This is accomplished by the data that Google Adwords has collected from ad auctions across the network and combines them with the expected quality score of your ads. The data insights that the bid simulator provide are for the last seven days and may or may not be a reflection of future performance. But it is a very useful tool to use to estimate the impact of moving the Max. CPC bid up or down and the impact it will have on your campaign.
5) Dynamic keyword insertion (DKI) – As mentioned several times in this document, quality score is a very important metric to measure. The quality score is calculated on a formula of how relevant your keywords are to your ads and to the website landing page.
In other words if someone searches on ‘blue widgets’, the ad and the website landing page needs to be about ‘blue widgets’. Now this sounds simple, but if you are managing hundreds of keywords (or more) in a campaign how do you make every ad relevant to the keyword search term?
This is where dynamic keyword insertion comes into play. It basically is a special set of code that you put in the ad that looks like this:
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{KeyWord:Blue Widgets}. What this code does is replace the ‘blue widgets’ with the exact search term that the person entered.
If for some reason it can’t match (too many characters, etc.) it will default to ‘blue widgets’. What this does is makes the ad content match the search term which helps improve the quality score.
But it also has a psychological effect on the person doing the search because they see the same phrase they searched in your ad.
Dynamic keyword insertion is something that you should use whenever possible. Sometimes you might have specific ad content that you want to use where DKI is not relevant, but we highly recommend using this feature.
6) Search vs. Display Network – We really haven’t talked about the Google Display Network because we are not big fans of using this in general. But it does have use for some markets.
While it sounds great to have your ads popping up all over the place, in reality display ads are just another form of ‘interruption based’ advertising. These ads are not nearly as targeted as search ads are and the vast majority of people who see the ads are not prospects.
You might be able to pick off somebody here or there but you are basically spending money on non-targeted advertising. And that goes against the grain of the major benefits that pay per click advertising provides.
Search marketing on the Google Adwords pay per click platform provides the most targeted online traffic that you can ever find. Why not spend your money wisely to get the most bang for your buck out of your advertising budget?
We recommend sticking with the search network at least at the beginning of your pay per click experience. Display advertising takes a lot more effort to do right and can be a little intimidating to setup.
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So it is very important that you don’t accidentally include the display network when you are setting up your campaigns, choose search network only.
7) Keyword match types – One of the best ways you can control your Google ad spend is to use the right keyword match types. This is probably the #1 most common problem that people make that have not been properly trained on how pay per click works.
Since they don’t know that there are different options, they just randomly enter keywords that ‘sound good’ (which is mistake #1). And since Google automatically defaults to broad match the campaign starts off with bad keywords and wrong settings. These mistakes will cause your ad to show for a variety of different combinations and variations of your keywords – and earn you a lot of ‘bad’ or non-targeted clicks.
Broad match gives you the least targeted results meaning that your ads will show for searches that do not bring you targeted visitors – which ends up costing you more money for non-targeted clicks.
Phrase match is the next option and gives you more control. Using this match type the keyword you are bidding has to partially match the search term, in other words it closely matches what was entered. Phrase match type is still loose enough to pick up other similar targeted search terms.
Exact match is the most targeted keyword match type of all. The keyword and search term must match exactly for your ad to appear. This eliminates any and all bad clicks because the person had to enter an exact matching search term. The only downside is that your keyword research also has to be very exact so that you can capture all the clicks for the wide variety of search terms that people actually enter.
8) Integrating other Google properties – The good news is that Google has a lot of different tools that you can use to measure the overall effectiveness of your Adwords campaign. The bad news is
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that you must manually integrate these Google accounts together. While not difficult to do, it is time consuming and has to be done exactly right to get the level of reporting detail you want.
There are 4 Google properties you must consider integrating with each other:
a. Google Analytics
b. Google Webmaster Tools
c. Google+ (My Business)
d. 4) Google Adwords.
There are settings in each property to integrate them altogether, sort of a jigsaw puzzle to get each integrated with the other.
The steps on how to complete this integration is not included in this document because of the level of detail required. Our goal is to release a supplement to this ebook with detailed instructions at a later point.
9) Mobile ads – We all know that mobile searches are growing at an astoundingly fast rate. Some studies show that nearly 50% of all searches are now coming from mobile devices. So making sure you capture this traffic is very important.
Managing mobile ads are not really that difficult because in most cases Google manages it for you. But there are some key things you need to make sure of to get the best mobile ad results:
a. Your website must be mobile responsive; the last thing you want is for someone to click on a mobile ad and be taken to a page that they cannot see on a mobile device.
b. You can make some ads that are mobile preferred, in other words they will only show for users on a mobile device;
c. You can use a mobile bid adjustment strategy to pay more (or less) for searches from a mobile device if you want to target people who are actively looking while on their mobile.
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10) Managing Max. CPC bids – When you first start your Adwords pay per click campaign you will begin with a default cost per click bid. But after the campaign has been running for a while you will notice that some keywords you have higher placement with click costs less than the Max. CPC bid while other keywords are not getting high enough placement because your bid too low. You should watch this data religiously so you can adjust bids as needed on specific keywords to get the best results.
The recommended strategy is to price the clicks so that you always have an average position between 1.5 and 2.75. Studies have indicated that positions 2 and 3 are the most optimal placement because you still get high clicks but at less money that having the top #1 position might cost. But each campaign is different and you need to watch this closely.
Other keywords you might have trouble getting up that high because the bid is too low, so you might want to adjust the cost per click bid higher. It is easy to spot which ones you should consider.
If there are keywords that are getting a lot of impressions but your average position is low, then these are the ones you need to consider raising the bid. The reason is — if those keywords are getting high impressions, those are the targeted search terms people are entering. And those are the keywords you should be targeting.
Realize you may have hundreds of keywords so managing each one at a granular level requires some time and effort. But it is worth the time because you will be able to better manage your budget to get better results.
Remember if you are getting ‘X’ clicks for your current budget but you can get ‘X+’ clicks by managing the campaigns better, that means more clicks and potentially more leads without spending any additional money.
11) Remarketing / Retargeting – One of the very neat advanced features with Google Adwords is remarketing. This provides an
Copyright 2015 Confidential Information Page 73
opportunity to reach people that have already shown an interest in your business. You have probably experienced these remarketing ads yourself after you visit a website and then start seeing their ads on other websites.
Some people call these ‘stalker’ ads because they seem to follow you everywhere you go. They are implemented through a Google feature called ‘remarketing’ or sometimes also known as ‘retargeting’. These are totally legit and provide much added value to your campaigns.
There are two components to setting up a remarketing campaign:
 Placing a tracking code (pixel) on your website that is stored as a cookie in the users browser
 Combining your normal PPC search campaign with a display network campaign
This allows you to build a large scale reach over time from people who have visited your website. And because you can have different remarketing campaigns for various activities on your website, you can track the level of interest from a visitor.
You can have a remarketing pixel on your landing page which identifies that person as someone who was interested in your offer. You could have another pixel on your sales page so that you can identify those were interested in learning about the cost. And you could have another pixel for someone who actually purchased. With this information, you could setup remarketing campaigns that are targeted at each group. Think about the possibilities!
Remarketing is one of the more advanced features in Adwords and requires considerable more setup and planning. For example, besides the additional campaign settings that are required, you will also need to have graphics banners in various banner sizes required by Google to use for the display network ads.
12) Advanced scheduling – You can setup the campaign so that ads show on the specific days or at the specific times you want. One easy example is … your business is open Monday-Friday, 9:00am-
Copyright 2015 Confidential Information Page 74
5:00pm and you don’t want after hours calls, so you only want your ads to run during these hours.
Another more advanced example is that there are certain days or times during the day that are ‘better’ or ‘worse’. You can set bid adjustments to increase or decrease your bids during these specific days or times.
By default Adwords shows ads all time, so make sure you change these settings if you want to run ads on a different schedule.
13) Flexible bid strategies – This is a very advanced feature that allows you to automatically adjust bids to meet pre-defined performance goals. Some examples are:
a. Maximize clicks
b. Target search page location
c. Target cost per acquisition
d. Enhanced cost per click
e. Target return on ad spend
14) Adwords ‘Dimensions’ tab – This is an advanced reporting feature that allows you to ‘slice and dice’ the campaign data. This makes the dimensions tab a great diagnostic tool to drill down into the data to see what is going on inside the campaign. Use this tab to learn things like:
a. Time analysis by hour of day, day of week, week, month, etc.
b. Geographic analysis to learn how your ad performed in relation to your location
c. Search terms analysis to find the exact phrase that someone entered that led to a click (note: this same data is also available in the ‘Keywords Details’ report that we discussed earlier)
d. Call details analysis will provide feedback on your ‘touch to call’ conversions
Copyright 2015 Confidential Information Page 75
Chapter 9 – Daily Adwords Pay Per Click Activities
One of the nice things about Google Adwords pay per click is that once you get the campaigns running and then optimized for best performance, the campaigns pretty much run on auto-pilot. That’s not to say there aren’t things you need to do because in reality you should be inside your Adwords account almost every day.
Here are the recommended daily activities you should be doing on a consistent basis. Some actually can be weekly activities once you are comfortable that everything is working correctly.
1) Monitor results – You will want to watch this daily, maybe even multiple times per day. Things to look for are what keywords are getting clicks, how is your average position holding up, which keywords need work on quality score, are there keywords that need the bid adjusted, etc. The closer you can keep tabs on all the various metrics that Google provides the better your campaign will perform.
Find areas that need improvement and make little tweaks that work towards overall better campaign performance. A penny saved here or there can really add up with large volumes of keyword searches.
2) Continue with keyword research – PPC professionals know that keyword research never stops. There always seem to be an endless number of new keyword opportunities that you can leverage. Maybe you want to go more than local, maybe you want to even go ‘hyper local’.
As you learn how to do proper keyword research it is amazing how many different ways you will find that different people can search for the same thing. In Chapter 4 of this book about keywords there a number of keyword research tools that are listed. Learn how to use
Manage your Adwords pay per click account daily
and you will find new areas of opportunity.
Copyright 2015 Confidential Information Page 76
these tools and maybe even find some other keyword tools that help you find the exact keyword search terms that people use when searching for properties in your market.
3) Competitive research – Identify your competitors that are also doing Google pay per click advertising. Study their ad content to learn good and bad things that they are doing.
There are online tools available that you can even determine where they send their traffic when someone clicks on the ad, so you can examine their website landing page. You should also look at what other businesses are doing outside your market because if something is working in Chicago (or some other location), it will probably work in your market.
Remember, companies that are investing money in Google Adwords are probably getting results or they would not be spending their advertising budget there. With that assumption, if you see what someone else is doing and is working then by all means learn from them and implement a similar strategy for your business.
4) Write new ad content – You should always be putting up new ads because the new content might just attract more prospects. It is very easy to tell if the ads are good or bad.
One way is you can view how many impressions a specific ad has received compared to how many clicks there were which is the CTR (click through rate). If the CTR is low then you know this ad is not working very well and needs to be changed or even deleted.
Having fresh new content is always good because people get ‘ad blindness’ over time if they keep seeing the same ad over and over again. If you are targeting specific locations write ads that are specific to those locations.
Put yourself in the shoes of the person doing the search … what is the compelling ad content that will make them want to click through
Copyright 2015 Confidential Information Page 77
the ad to visit your website? So write new ad content on a consistent basis.
5) Weed out bad keywords – If you have keywords that are not getting results, remove them from your list. Google sometimes associates search terms to your keywords in weird sorts of ways so you will need to study what search terms are triggering your ads. Google makes this information available in their keyword details report and you can learn which keywords are not returning good results.
6) Mange negative keyword list – Very closely associated to weeding out bad keywords is managing your negative keyword list. Take what you learn from the keyword details report and determine which words are triggering ads that you don’t want. Some examples are words like ‘classes’, ‘tutorials’, ‘webinars’, ‘free’, ‘reviews’, etc. These are non-buying keywords if you will. People who include these terms in their search are just looking for information and are not probably in the market.
You can simply add these negative search terms to your negative keyword list. That will insure that your ads are not shown when someone includes those terms in their search.
7) Dig down into the reports – Google makes a wealth of data available for your Adwords campaign. Using some of the advanced reporting capabilities you can determine: mobile vs. desktop results, time of day or day of week that your ads are being shown, how your sitelinks extensions are performing, and much more. There are nuggets in the details and you should be looking to maximize your campaign any way you can every single day.
Copyright 2015 Confidential Information Page 78
Chapter 10 – Taking The Next Steps
You now have the information you need about Google Adwords pay per click – the most powerful marketing tool on the planet – to generate high quality targeted traffic to your website. We invite you to embrace the concepts we covered in this training to get the best possible value.
If you are new to pay per click, there were probably many areas that you may not have understood the content. Like anything else, PPC is a learned subject and the more you do it the more you will understand it.
We invite you to go through this material again and follow the step-by-step process that we have put together in this ebook.
There is also another option to get more information. At the time you purchased this ebook you had an opportunity to also purchase the advanced video training that accompanies the ebook and instructional videos. The advanced video training takes the concepts outlined in this ebook and takes the information to another level.
For example, there are 45+ videos covering a broad range of pay per click topics. In these videos we explain some of the PPC concepts in much more detail and provide strategic insight into the value that pay per click provides.
If you did not purchase the video training course previously, you can click on the link below to get immediate access to join our private membership site where all videos and much more info are available. Click here to join:

PPC PowerClass

I hope you enjoyed this guide because I certainly enjoyed putting it together for you. 🙂
All the best wishes and best of luck!
Ron Blackwelder
Copyright 2015 Confidential Information Page 79
About the Author
Ron Blackwelder spent 25+ years in the corporate technology world in a variety of positions including software development, marketing and sales. He has also been an active online marketer for 10+ years having built multiple online businesses.
As a Certified Google Professional and a Google Partner, he has years of experience in using Google Adwords pay per click to help businesses get more targeted traffic and generate more high quality leads. Clients include many different types of businesses including lawyers, realtors, chiropractors, engineering firms, manufacturing companies, entertainment, and much more.
These various types of businesses spend tens of thousands of dollars per month on Google advertising. You now have an opportunity to leverage everything he has learned because of the detailed information that has been included in this ebook.
Copyright 2015 Confidential Information Page 80
Appendix A – Pay Per Click Resources
The following is a summary of resources we discussed in this ebook:
Keyword Research Tools:
– Market Samurai: http://ppcdomination.net/market-samurai
– SEMRush: http://ppcdomination.net/semrush
– Keyword Pad: https://goodkeywords.com/keyword-pad/
– KeywordTool: http://keywordtool.io
– UberSuggest: http://ubersuggest.org
Landing Page Tools
– Optimize Press: http://ppcdomination.net/optimizepress
– InstaPage: http://ppcdomination.net/instapage
– GetResponse: http://ppcdomination.net/getresponse
– Rapid Mailer: http://ppcdomination.net/rapid-mailer
Google Tools / Information
– Google Keyword Planner: https://adwords.google.com/KeywordPlanner
– Google Analytics: http://www.google.com/analytics
– Google Webmaster Tools: https://www.google.com/webmasters/tools/
– Google Adwords Support: https://support.google.com/adwords/
Copyright 2015 Confidential Information Page 81
Appendix B – Additional Services
There are a number of services that we can provide to help you have a successful pay per click marketing campaign:
1) Adwords management – If after reading this ebook you would like to have professional management for your Adwords campaigns, we would love to work with you. We have a variety of monthly plans that will allow you to leverage our experience and knowledge. Click here to request more information: http://ppcdomination.net/adwords
2) Keyword Research – One of the most important elements of an Adwords campaign is the keyword research phase. We can offer extensive keyword research services to provide you with the best keyword search terms for your campaign. Click here to request more information: http://ppcdomination.net/keywords
3) Adwords Consulting – Maybe you just need a guiding hand and coaching to have the level of comfort you need to kick off your Adwords campaign. We can offer a variety of monthly consulting services to provide you the hands on knowledge you need and a resource to answer any questions you might have. Click here to request more information: http://ppcdomination.net/consulting
Copyright 2015 Confidential Information Page 82
Appendix C – Google Support Information
Google Adwords Online Support
• Extensive documentation and videos
• Great search capabilities
Google Adwords Phone Support
• Support phone #: (866) 246-6453
• Fast response, hold times < 2 min.
• Get any question answered
• Excellent support staff
• Must have client ID number available

online branding

Unlimited Google AdWords Click

—————————————————–Page 1—————————————————–

Unlimited Google AdWords Click
Unlimited Adwords Clicks
For Only 1 Cent Each
Written By: Randy Thomas
©2013 and beyond – All Rights Reserved
A special shout out to my wife Tina and my kids Randy Jr. and Josh
This E-Book comes with full Master Resale Rights. With full master resale rights, you may re-
sell this E-Book. Your customers will also have the same full master resale rights
Here is what you can and can’t do with this book:
You CAN sell it with Master Resale Rights at any price you wish. The suggested selling price
is $9.95
You CAN add it into a paid or free membership site
You CAN add it into your product bundle or package and sell for a higher price
You CAN give the E-Book away free if you like
You CAN offer the product as a bonus to another product you are selling
You CAN sell the product on auction sites such as eBay.com
You CAN NOT re-brand the E-Book
You CAN NOT change anything in the E-Book
You CAN NOT remove any links
You CAN NOT remove this page with the Master Resale Rights can and can not’s
You CAN NOT claim the content as your own or reproduce this content in any fashion, paper
book, e-book, digital, video, audio, email, pdf. The content and copyright belong to Randy
—————————————————–Page 2—————————————————–
Unlimited Adwords Clicks For Only 1 Cent Each
We’re going to talk about how you can get 1 cent clicks on Google AdWords and this is
legitimate and it’s for real. As you will find out, there is not much to it, so this E-Book will be
short. I will not fill it with a bunch of fluff that don’t mean a hill of beans to you or how it works.
That being said, let’s get right to it.
Normally you hear stories of people using PPC on Google and paying up to $10 a click or
even more, well not for us, we’re not going to do that at all. I’m going to show you how you
can drive a ton of Dirt Cheap Traffic to your web site. Ok, I said no fluff, and I just created
some, so enough already, let’s get to it…..
Step 1: Get free money from Google
First let’s see if we can get Google to give us some money. If they will, we can get the first
7500 to 10000 clicks free. This will work even if you already have a Google AdWords account.
Follow these instructions correctly in order to find out.
Go to www.google.com
In the search box enter: google adwords coupon
You should see the link we want as the first option. If not scroll down to find it.
As you can see in the picture, the link is http://www.google.com/ads/adwords-coupon.html
They may change this from time to time, so depending on when you are reading this, it may
be something different. Google always seems to have a promotion link though even if it’s
something different. Keep searching, you will find it.
Click that link and go to the page. Once there, you will see instructions on the page to enter
your information to set up a NEW Google AdWords account. Just be sure to use an email
address that you have never used in Google AdWords before.
—————————————————–Page 3—————————————————–
Once you fill this out, on the next screen it will ask you something like: Set up a new account,
or use an existing Gmail address. You can use an existing Gmail account as long as you have
never set up Google AdWords with that email address. So select that option if you like, it will
not hurt what we are trying to do, which is get some money free.
The above step does not have to be taken if you don’t want to. All we are trying to do is get
some of Google’s money. While it’s not a crime since Google allows it, you may be someone
that does not feel comfortable doing it. So don’t do it.
Once you get that set up, continue to Step 2.
Step 2: The Settings for your Campaign
Depending on if your account is brand new or you are using an account that is already setup,
is how you will do this step.
If the account is brand new, it
should ask you to start your first
campaign as soon as you log into
it. So there is no need for you to
click the Campaign button at the
top. For those of you that are using
an older account, click the
Campaign button at the top.
Once you have clicked the Campaigns button at the top, you may then need to click the
Campaigns tab that you see in the picture above. Now you will see your list of campaigns if
you have any. Above the list will be another button that says “+ New Campaign”. Click that
As of the time of this writing, when you
click that button, a menu will pop down.
If that is not the case with you, just look
for this on the next page. You need to
click on the “Search & Display
Networks” in that menu.
On the next page of Google, you will get to set up your new campaign. There are a few things
that we want to do here to make this 1 cent click work. I will be showing a lot of pictures from
here out so you know exactly what I am talking about.
—————————————————–Page 4—————————————————–
First you want to enter a campaign name. Enter what you like here as only you can see it. But
you should name it something that you know what it is in the future.
We want to click the circle beside “All features” so it’s filled in.
Scroll on down the page a bit to the next section which is called “Networks”.
You want to be sure that “Include search partners” is checked. You also want to be sure that
the circle beside “Broad reach” is filled in.
Now go down a bit more on the page to the next item named “Desktops and laptops, mobile
devices, and tablets”
We will not do anything with this section. It’s really only shown to keep you on track.
Below that section, is “Locations”. This is an important section, so please read this carefully. If
your website, product or service is only made for one or two countries (e.x. USA, Canada),
then only select those countries. If your product or service or website can be used all over the
—————————————————–Page 5—————————————————–
world, meaning you have a blog with adsense, or your service can be used by anyone or you
ship your products out side your country, then pick “All countries and territories”. Below is a
picture of what I see at the time of this writing.
Below locations is “Languages”. Google may or may not try to pick a language or language’s
for you. You need to be sure that the only language used is “English”. This is important
because if you are reading this, chances are your website is in English only. I know you may
have translations of your site, but you still only want to use English.
Below locations is “Budget”. This is where we will tell Google that we will only spend 1 cent
per click. Here is what you will see.
You must be sure the circle beside “I’ll manually set my bids for clicks” is filled in. We don’t
want Google to make that decision for us or we will be paying out the nose for clicks.
—————————————————–Page 6—————————————————–
The 2 text fields will be blank on your screen so enter the information below…
The Default Bid should be entered as 0.01
The Budget you can set to what ever, but $5 is a good start for a day. That’s about 500 clicks
per day.
Once you have set that up the next part below Bidding is “Ad Extensions”. I am not going to
put a picture here because we don’t want any of those check boxes checked. Leave them all
Now you can press the button that says “Save and Continue”. This will bring up the next page
on Google which is “Creating your Ad”.
Step 3: Creating the text ad for your campaign
Now we must write our ad. But first, let’s give it a name. On the text box “Ad group name” put
some sort of name so you can know what the ad is about. Only you see this.
Now let’s go through the next 5 text boxes in order….
—————————————————–Page 7—————————————————–
Headline: This is the bold blue, top part of the text ad. At the time of this writing, you can only
enter 25 characters, that includes spaces. Google will not allow you to use a lot of upper case
words nor will they allow a bunch of punctuation.
Your headline should be informative but truthful. It should also contain a keyword that’s
important to you. I am not going to go into writing ads here, I just wanted to help a new person
a bit.
Description line 1: This line is the first line of your description of course. Not much to say
Description line 2: This line is the second line of your description of course. Not much to say
Display URL: I like to only include the www.mydomain.com here. I leave out the http://
because the person seeing the ad will see this.
Destination URL: Usually Google will fill this in for you with the above domain you entered. If
they don’t just enter in the domain with the www. In front just like you did above.
Now scroll down the page a bit and you will see “Keywords”. This is where we tell Google
what keywords we want our ad to show for.
The picture above is showing keywords for hosting. The words you enter in the Head line of
the ad, is what Google will use to give you keyword suggestions. That’s why it’s important to
enter a keyword in the Head line of the ad.
—————————————————–Page 8—————————————————–
Click the “Add” link beside each keyword you would like to use. This is important… Pick a lot
of keywords, but keep them relevant to your site. I try to use at least 60+ keywords. The more
you use here, the more clicks you will get later. That being said, this step may take you 5 or
10 minutes to complete.
After you add 60+ keywords, the next part of the page is the “Ad group bids”.
The Default bid will most likely have 0.01 already in the text box. However, Display Network
bid will be blank.
You MUST enter 0.01 in that text box.
Now that you have 0.01 in both text boxes, you can click the button “Save ad group”.
On the next page of Google, you will see your campaign information. Here is a picture of what
the top part of that looks like…
When you want to see how your campaign is doing with clicks, click the tab that says “Display
Network”. That’s what we will be tracking for these 1 cent clicks. When you click on the tab
that says “Keywords” every keyword listed should have the words “Below first page bid” under
status. This is normal and very ok. Your ads are to be shown on the display network. Below is
a picture of what you might see under the Keywords tab…
—————————————————–Page 9—————————————————–
Again, just ignore this as we are not trying to focus on paying $5 or more per click. What we
are interested in is paying 1 cent per click. So if you click on the Display Network tab you will
see something like this…
As you can see from the Red Arrow in the picture, you will not always get clicks on keywords.
This is OK… That’s why we picked over 60 keywords. The more keywords you pick, the more
chances you have to get clicks. In the example campaign above, I picked about 64 keywords.
This campaign gets on average 50 to 100 clicks per day.
Another way to increase your clicks is to change your bids for all keywords to 2 cents per
click. I have done that in the past when my click rate was low. The reason this will increase it
is because your ad will show more times. That’s how Google works, the higher the bid the
more times your ad is shown. So if you really wanted to dominate the Display Network with
your keywords you could make it as high as 50 cents and you would probably be seen by
hundreds of thousands of people per day raising your clicks into the thousands. But keep in
mind, you will be paying 50 cents per click and our whole goal here was to pay only 1 cent per
You now have a completed 1 cent per click campaign. You can make as many campaigns as
you like, and it is suggested that you also make 2 or 3 different text ads for this campaign as
well. This will make Google rotate your ads.
There are other ways to get better targeting as well. Let’s talk about that for a few minutes.
—————————————————–Page 10—————————————————–
Once you have clicked the Display Network tab, you will see a button “+ Change display
targeting” beside some tabs under the main tabs. See the picture above.
Click on that button. Now you will see a greyish area come into view under this button.
If you click on the button that says “Choose…”
it will pop down a menu (see picture below).
Click on your campaign name under
“Campaigns” and then your ad groups will
show on the right side of that. Click on your ad
group under “Ad groups”.
Once you do that, it will open a larger box. This box will have many different ways to target
your traffic. Play around with them and see what you can change. It’s fairly easy to
understand even for a beginner. Just keep in mind, then more filters you place, the less clicks
you will get, however, the more targeted those clicks will be. So in many ways, less highly
targeted clicks is better than more un-targeted clicks.
I want to throw in one last thing. I wrote this E-Book to help out my clients. I would like to
invite you to become a client of mine as well. If you need or ever need hosting in the future,
please go to http://www.hosthoot.com we offer unlimited hosting for only $1.99 a month. That
is not a promotion or sale, so even if you are reading this in 2025 it will still just be $1.99 a
—————————————————–Page 11—————————————————–
I hope this E-Book has helped you out in some way. Please feel free to resale this book or
give it away. It would make me feel better if you sold it for a price though lol. I put a lot of time
and effort in this book so I would like to see you make money from it if you want to. You don’t
owe me a dime if you resell it, just be sure to keep my link http://www.hosthoot.com in the
Here are some other places that may help you as well…
Unlimited Hosting Only $1.99/mo: http://www.hosthoot.com
Real Traffic: http://www.eprotraffic.com
SEO Back Links: http://www.eproseo.net
Headers and Banners: http://www.eprobanners.com
I pray that God will bless you, your family and your business, in Jesus name, Amen!
—————————————————–Page 12—————————————————–
Ebook disclaimer
by SEQ Legal
This disclaimer governs the use of this ebook. [By using this ebook, you accept this disclaimer in full.]
This disclaimer was created using an SEQ Legal template.
The ebook contains information about Google AdWords. The information is not advice, and should not be treated as such.
No advice
You must not rely on the information in the ebook as an alternative to [financial / seo / ppc] advice from an appropriately
qualified professional. If you have any specific questions about any [financial / seo / ppc] matter you should consult an
appropriately qualified professional.
To the maximum extent permitted by applicable law and subject to section 6 below, we exclude all representations,
warranties, undertakings and guarantees relating to the ebook.
No representations or warranties
Without prejudice to the generality of the foregoing paragraph, we do not represent, warrant, undertake or guarantee:

that the information in the ebook is correct, accurate, complete or non-misleading;
that the use of the guidance in the the ebook will lead to any particular outcome or result; or
in particular, that by using the guidance in the ebook you will get clicks or make money from the clicks.
The limitations and exclusions of liability set out in this section and elsewhere in this disclaimer: are subject to section 6
below; and govern all liabilities arising under the disclaimer or in relation to the ebook, including liabilities arising in
contract, in tort (including negligence) and for breach of statutory duty.
Limitations and exclusions of liability
– We will not be liable to you in respect of any losses arising out of any event or events beyond our reasonable control.
– We will not be liable to you in respect of any business losses, including without limitation loss of or damage to profits,
income, revenue, use, production, anticipated savings, business, contracts, commercial opportunities or goodwill.
– We will not be liable to you in respect of any loss or corruption of any data, database or software.
– We will not be liable to you in respect of any special, indirect or consequential loss or damage.
Nothing in this disclaimer shall: limit any of our liabilities in any way that is not permitted under applicable law; or exclude
any of our liabilities that may not be excluded under applicable law.
If a section of this disclaimer is determined by any court or other competent authority to be unlawful and/or unenforceable,
the other sections of this disclaimer continue in effect. If any unlawful and/or unenforceable section would be lawful or
enforceable if part of it were deleted, that part will be deemed to be deleted, and the rest of the section will continue in
This disclaimer will be governed by and construed in accordance with English law, and any disputes relating to this
disclaimer will be subject to the exclusive jurisdiction of the courts of North Carolina, Buncombe County, USA.
Law and jurisdiction
In this disclaimer, “we” means (and “us” and “our” refer to) Randy Thomas and/or Host Hoot, ePro Traffic, ePro SEO, ePro
Banners of PO Box 16132, Asheville, NC 28816.
Our details
—————————————————–Page 13—————————————————–

The Brain Audit

The Brain Audit
@2015 ListBuildingWi出Lee.com 1
Table of Contents

Legal and Ethical
Introduction: Welcome to the Effing
Part One: Your Critical
Part Two: That One
Part Three: Email
Conclusion: You Did It. Now DO

Resources: And More From Lee

©2015 ListBuildingWithLee.com 2
Legal and Ethical Matters

This publication comes with personal use rights only. Anyone found republishing, redistributing,
offering rights of any kind to others, or jacking the contents herein in any form, digital or
otherwise, will be taken out back and tickled into a coma.
Or prosecuted. Or banished. The shit, she will a’ go down. Not sure how yet… but
I’m a pretty creative kid, so don’t start gettin’ all brave on me, homes!
I cannot be held liable for your results. There are far too many variables to consider when it
comes to online success. Your work ethic, approach to the market, skillset, brandability, time
and/or budget, luck, and other factors will come into play.
As such, I cannot guarantee your success as you follow along with the “That One Article” system.
Any time, money, momentum, or “good vibes” you may lose as a result of following the contents laid
forth in this publication aren’t my cross to bear.
In other words, you follow this sucker entirely at your own risk.
That said, I have made only the most earnest of attempts to keep this information as accurate,
actionable, and effective as possible.
Please read and apply the following in good faith.
May your confidence lead you to action… which leads you to a whole new level!
– LM

©2015 ListBuildingWithLee.com 3
Welcome to the Effing Party!

@2015 ListBuildingWithLee.com 4
Alright, so it’s not literally an effing party… I’d hate to get busted for false advertising. So
let’s be honest…
It’s an e-book about e-biz shizzy.
I mean, you’re perfectly welcome (and even encouraged) to strip down to your nothings before
reading it. I mean, it’s that stinkin’ good. It’s… just… that… good.
But yeah…
In the words of the great Mike Patton, “What is it?”
Why, it’s “That One Article,” sillybrains. Weren’t you there when you bought the darn thing? I
mean, I wasn’t… because I automate like a friggin’ BOSS. But c’mon, man. Just… c’… mon…

“Lee, You Clearly Haven’t Learned How to Stop Being a Jackass Yet. What Are
You Teaching Me To Do, You Attention-Seeking Son of a Mormon?”
In the words of the great Eminem, “I’m teaching you how to become financially free by creating just
one piece of great content per week… and then repurposing it to build a giant list, generate more
traffic than you can handle, build a hella powerful brand, and make your email marketing easier and
more profitable than ever.”
Or maybe he said something about cutting someone and locking them in a trunk. It’s so hard to keep
up these days. 🙂
Jackassery aside, you’re about to learn how to:
1. Create a high-octane blog, squeeze page, and email list.
2. Write (or outsource) one dynamic, epic article (1500 words) per week.
3. Post this article on your blog and index it almost immediately.
4. Turn this article into pdf and video form.
5. Distribute this article to web 2.0 sites for extra exposure.
6. Craft the easiest damned emails you can imagine using this content.
7. Build a bonus buyers list that will feed you and your family for years!
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While the process is simple and this e-book short, don’t you DARE undervalue the impact that this
method can (and most definitely will) have on your business… and your life. In fact, this may be
(and likely is) among the most powerful e-books you’ve ever gotten your grubby little paws on.
I’m sure of it.
So let’s keep things short and concise, in the spirit of springing into action.
My name is Lee Murray. I’ve been in this online marketing world since June of 2008. I’ve been
supporting myself and my family (very nicely) as a full-time IMer since March of 2013. I haven’t
looked back… nor will I ever.
I’m living a dream, and I never wanna wake up! 🙂
And you, my friend, are helping me to do just that. As such, the least I can do is help you to do
the same. Otherwise, I’d kind of be a dickface, right?
Wait, was that inappropriate?
Seriously, I am ever grateful to you for picking this bad boy up. And to demonstrate my sincere and
deep gratitude, I’m going to give you my very best here today.
I’m gonna help you to cultivate a brand new reality for yourself. I’m gonna help you to live a
mighty fine dream of your very own.
Wanna let me? Rad.
Then let’s get to the gettin’…
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Part One:

Your Critical Foundation

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You need some stuff.
You need a domain name, an autoresponder, a hosting account, a Warrior Forum account, a Paypal
account (Premier or Business), web 2.0 accounts, a YouTube channel, affiliate accounts, and a
Google Adsense account (optional).
The first thing I need to tell you is that this process will work best in the IM niche. You can
make it work in other spaces, but you won’t have nearly the same level of resources that you’ll
have in the IM niche.
So keep that in mind.
As we proceed, I’ll be teaching you how to do this in the Internet Marketing niche. If you want to
use the “That One Article” system to rock a different niche, feel free! Instead of the Warrior
Forum, use the most popular forum in your chosen space.
It’ll be up to you to find places to and product vendors to distribute your mini e- books to, etc.
But you’re pretty smart. You’ll figure it out.
Or you could just take the easy road and do this in IM! 🙂 Your call.
So assuming that you’ll be operating within the make money online market, good affiliate programs
to sign up with include:
You can also look for PPL (pay per lead) opportunities by doing a search in Facebook or Google.
That’s beyond the scope of this training, but it’s a good option if you want to maximize your
PPL simply allows you to be paid cash for sending your traffic to another marketer’s squeeze page.
You get paid for each tier 1 opt-in you’re able to generate.
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Again, PPL isn’t a requirement… just an option. Okee-dokee then, player hater… what next?
Ah, yes… domain, hosting, autoresponder, and new WordPress blog.
You know, I teach this stuff in every single product I create. Moreover, I see it being taught in
nearly every single product I buy, critique, promote, etc. If these topics aren’t dead horses, then
I don’t know what I’ve been beating.
Probably puppies… at chess, anyway. So here’s what…
Here’s a very helpful video for you…
Click Here to Watch the Video!
This will show you how to acquire a domain name (for cheap), get hosting, and link your domain and
your hosting together.
And here’s how to install your new WordPress blog…
Click Here to Watch the WordPress Setup Video!
Looky, looky! I just saved you about 15-20 pages of unnecessary bullcrap. I couldn’t be a nicer
fella if I stopped keying random people’s cars! How’d you get so lucky?

Configuring Your WordPress Blog
Alright, so at this point I’m going to assume that you’ve got a WordPress blog installed on your
self-hosted domain. If you do NOT, then please do NOT continue reading “That One Article.” It’s
And while you’ll still be undeniably attractive and hilarious, you likely won’t get very far with
IM if you don’t have these basics. It’s a prerequisite for virtually every and any online business
you’ll run. So yeah. Get them shits, dawg. 🙂

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Once you’re ready, I want you to log in to you WordPress dashboard.
If you don’t know how, look it up. In fact, if you don’t know how to do anything I tell you to do,
look it up. The information is readily available. I’m not here to serve as an encyclopedia of all
things IM. I’m teaching you a badass strategy.
Yes, it’s a bit more advanced and I expect you to already know how to do some of this stuff.
Otherwise, the people who have already been around the block once or twice would be bored to death.
But that is NO EXCUSE for you to just walk away and give up if you don’t know how to do some of
these things. If I say “upload the following plugins to your WordPress site,” to which you reply
“well how in Valhalla do you do that?”
My answer to you is “look it up, homie.” Go to YouTube and type “how to upload plugins in
Wordpress” and get that baseline understanding under your belt. This is your money… your future
fortune… your new and improved lifestyle.
Don’t be a lazy ass.
Again, the information is out there. And this rant is over. 🙂 So yeah, choose a new theme and
install a few plugins.
You can literally choose anything you like as far as theme goes. This is your business. Pick
something that gives you some pride of ownership. Personally, I use “Pinboard” theme on most of my
blogs. Me likey mucho.
For plugins, you want:
All In One SEO Pack Google Analyticator Google XML Sitemaps WP Simple Firewall Pretty Link Lite
Fast Secure Contact Form
Anything else you like or have heard good things about
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Then, activate them and configure the ones that require configuring. All In One SEO Pack, Google
Analyticator, and Fast Secure Contact Form will require a bit of configuration. Just do what they
prompt you to do (watch YouTube tutorial vids if need be) and get yourself dialed in. 😉
I promise you that in Part Two I won’t gloss over this stuff quite as much as I may be doing now.
And that’s because Part Two is the actual “That One Article” system. Part One is basically just
here to let you know that you need a blog and a lead capture system… it’s not necessarily a
tutorial on these things.

Speaking of Lead Capture System…
I’m now going to link you to a video where I show you how to build a squeeze page. Remember,
however, this is a pretty dang basic squeeze page, and there are much more powerful lead capture
systems available to you.
But Please, Click Here to Watch the Video!
It will certainly help. And it’s not a bad way to start.
That said, I do recommend taking a look at my “That One Article” upsell, if you haven’t already.
I’m calling it “The Lead Capture Pack,” and it consists of three of my most successful lead capture
systems to date. Very cool, extremely powerful stuff.
Go ahead and check it out by clicking this link.
So this is where we’re gonna be sending our traffic. Now, for the love of all that is both fake and
breasty, can we get the heck on with the show?
I couldn’t be more excited to actually get into the “That One Article” program. I can’t wait to
show you how we’re gonna GET you the traffic that’ll actually be swarming into your lead capture
system like locusts through the Southern sky.
And so we shall. Right stinkin’ meow…

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Part Two:
That One Article
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So here we go, el capitano. Here we go…
Do you think of yourself as much of a writer? By that, I mean can you write at about an
eighth-grade level? In English? Rad. Then you’ve got what it takes to do this.
The process I want you to follow is almost unfathomably simple.

Creating Your Content

Here are the steps you will take to create your weekly articles:
1. Go to http://warriorforum.com/
2. Look at questions that people are asking in the main forum (thread titles).
3. Read the threads and take note of the answers people are giving.
4. Write your articles with these questions as your titles… one per week.
5. Elaborate on the answers people have given… inject a few of your own, if you believe you’re
qualified to do so and you’ve got an opinion on the subject.
That’s stinkin’ it, my brother or sister. Let me ask you a question…
Have you ever typed an Internet marketing related question into Google only to discover a Warrior
Forum thread as one of the very top results?
I have. LOTS of times. Lots.
For example, if I’m curious about the state of web 2.0 these days, I might type into Google “does
squidoo work for direct traffic” or “does submitting to ezinearticles still work in 2015…” or
something similar. I may just type in “does web 2.0 work.”
The exact words I use don’t necessarily matter. What matters is that I typed in a question, and I
found a direct answer. Oftentimes, the answer was a WF thread. The thread title may not have been
identical to the “keyword” I typed in… but it still showed up in the search results. I still
found it.
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What this tells me is that:
1. Questions make rad keywords.
2. Our articles will be discovered for a multitude of related keywords, regardless of how well
they’re optimized for our “main” keyword.
3. Deliberate SEO isn’t all that important with this strategy.
It also tells me that the Warrior Forum is viewed as a decent source of quality information by
Google… so it may as well serve as a decent source of quality information for us.
Am I making sense?

At the end of the day, each and every article we write using the “That One
Article” system should have a very sincere question as its title.
What’s more… if you’ve been around the industry for any length of time, you may have enough of
your own questions to create a year’s worth of articles out of !
You don’t have to use the Warrior Forum to find your questions. You can use your brain. But I would
certainly use the WF (along with any other legitimate sources, i.e. Google or YouTube) to find
answers, which will make up the meat of your article.
Be Bold… Be Opinionated
Know this. When you’re writing your article, you want to be as charismatic and authoritative as you
can be without being an over-the-top a-hole.
While some people want the facts and only the facts, most people get bored with this. We live in a
society where “edutainment” rules the day. When it comes to your weekly articles, it is extremely
important that you embrace this fact.
Well-informed opinions will help. And when you do your research using the Warrior Forum, you can
easily see many people’s opinions at work. That’s great for you, because if you agree with one
person’s opinion, then you can adopt it as your own. If you disagree with another person’s opinion,
then you can speak against it.

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Obviously, you don’t want (or need) to mention these people in your article. Just write naturally,
but with passion and a vested interest in the topic. In this case, you don’t want to just be a
reporter, you want to be an active contributor.
Does this make sense?
So that’s the type of article we’re after. I’ll be damned if I’m gonna sit here and TELL you how to
write an article. That’s entirely on you. If you need a template to follow, then by definition,
you’re a follower. If you’re a follower, then go away. This book ain’t for you. Sorry, but it’s
really just not.
You need to be a leader. You need to say “I don’t give a damn how other people write their content.
This is how I’m gonna write mine!”
If you’re afraid of breaking the rules or doing something unorthodox, then you’re a follower. And
if you’re a follower, then go away. Hey, I can do this all day. 🙂
You need to be a leader. You need to say “Screw your rules. I’m making my own rules. Your rules are
inferior to mine!”
It’s a mindset thing. You wouldn’t understand. 😉
That’s how I operate my business anyway. And it’s worked well for me. Very well. But in all
fairness, I should point out a few things that will make your content more
appealing… and more likely to elicit action among your readers. After all, there are laws of
basic psychology that will serve you well. And these, you don’t want to break. You could… you’re
the leader. But you really don’t wanna, trust me!
Dude, I’m an underlining maniac. White boy betta chill wit all dat.
The 5 Laws of Great Article Writing
Many of the best practices you can find in this book. Or you can read any of my articles on
http://listbuildingwithlee.com to see how I put these into action.
Let’s take a look at the five laws…

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1. Never let a single block of text exceed five lines. You want plenty of white space to give your
readers’ eyes and minds frequent breaks. People prefer to read content in bite-sized blocks. Large
seas of text can overwhelm mofos.
2. Use plenty of bullet points and lists. This will keep things flowing and give your readers some
much-appreciated variety. It also helps to keep your audience engaged, as it introduces a succinct
(and often fun) set of ideas to the conversation.
3. Use plenty of bolded headlines and sub-headlines. This is basically for the same purpose that
both laws 1 and 2 serve. Ease of reading. The easier your content is to read and navigate, the
higher your reader retention will be. This means lower bounce rate and higher conversions. Both
good things! 🙂
4. Write at an 8th-grade level. This isn’t to say that you need to come across like a damned
dummy. Write intelligently, but don’t be overly technical… nor should you make any attempts to
“show off ” you intellect. Be natural. Be fun.
5. Chill with the exclamation points! I am of the personal belief that exclamation points ruin an
otherwise fine message. And an overuse of them can seriously jeopardize your success. A period
makes your message believable and strong. Once the exclamations start droppin’, I feel like I’m
being sold to. Get it?
So these are the five laws of article writing that have taken me over seven years to perfect. And
I’m still getting better. My first few attempts at article writing were a freakin’ joke. I mean it
was stinkin’ UGLY, partner. I was basically treating articles like sales letters. BAD sales letters
at that. 🙂
Just be patient with yourself and keep plugging away. You’ll get there.
Oh, perhaps I should give you some specific guidance on a “That One Article” style article. It is a
bit different than a standard article, I guess.
For starters, you’re doing one per week… so make each one count. I seriously recommend a long-ass
article of about 1500 words. You want this sucker to be as content-rich as you can make it. Your
goal is to make your readers feel like they TRULY got something BIG out of reading what you had to
So give them something big.
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Again, you want your article title to be in the form of a question, and you want your article body
to answer that question as thoroughly as possible. You also want to introduce supporting questions
and answer those.
So let me give you an example.
I’ll randomly think of a question. How about “do solo ads still work?” So the title of my article,
naturally, would be:
Do Solo Ads Still Work?
Then, I’d bullshit with my readers a little bit. Just for a little extra SEO boost, I might repeat
the question in the first sentence…

People ask me all the time, “Lee, do solo ads still work for list building?” To this question, I
usually reply “yeah, why the heck wouldn’t they?” But in all fairness, I do understand why the
question is asked.
Let’s take a look at just a few of the reasons why people have become so jaded when it comes to
buying solo ads in an attempt to build their lists.
Why Solo Ads Have Gotten a Bad Reputation:
1. blah blah
2. blah blah
3. blah blah
4. blah blah
5. blah blah
If any of these have been a concern for you, then you’re in good company. I personally know of tons
of folks who have jumped the solo ad ship entirely. And while I can certainly understand why
they’ve left the solo world behind, I’m not 100% convinced that it was the best choice they could
have made.
After all, decisions based on fear… or a “sky is falling” disposition, rarely produce the same
quality of results that decisions based on a clear understanding of the facts do.
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So in the spirit of being as real with you as I can be, my friend, I must ask that you don’t fall
victim to the “monkey see, monkey do” mentality. Just because a few sad saps may have told you that
solo ads are yesterday’s news… it doesn’t make it so.
In this article, we’re going to shatter the myths. We’re going to uncover the truth. Yes, the REAL
truth. We’re gonna find out once and for all if solo ads still work in 2015 and beyond. If they
don’t… or if they do… you’ll know by the time you’ve finished reading.
So here, I’m getting on their level. The reader has reason to believe that solo ads may no longer
be effective. Otherwise, he or she never would have typed “do solo ads still work” or “do solo ads
work” or whatever into Google. Right?
As such, the first bit of the article will be dedicated to acknowledging the readers’ concerns. We
don’t just wanna jump in with solutions until we’ve acknowledged that the problem is a legitimate
one, and that the reader has every right to feel the way that he or she feels. I really hope you
understand the importance of this.
From there, feel free to share your own experiences and/or opinions as solutions to the problem, or
use the experiences and opinions of various knowledgeable people who post answers on the thread(s)
you’ve researched.
Make sense?
You just want to be sure that each answer is given its own bold headline. And then elaborate on it
underneath, like this:

Solo Ad Truth #1: Nothing Has REALLY Changed!
It’s funny how quick people are to adopt a “sky is falling” attitude when it’s 100% unwarranted to
do so. Look, just because solos were all the rage back in 2011 or whatever, and aren’t nearly as
sexy or “mainstream” as they once were, doesn’t mean that they just plain stopped working.
Some folks will argue that they’ve gotten ridiculously expensive, and that the quality of the
traffic has suffered immensely over the years, noting that as more people sell solo ads, they’re
just adding recycled or worse – jaded – leads to the pot.
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But is this really true?
Common sense would suggest that it’s not. Think about it. Thousands upon thousands of new people
are turning to the Internet each and every day as a hopeful way to earn themselves some money. The
“pool” is constantly being renewed with “fresh blood,” if you will.
That’s not gonna change anytime soon… if ever!
Likewise, more and more people will be turning to solo ad sales as a way to make themselves some
money. This means that countless new solo ad sellers will emerge over the weeks, months, and years
to come.
These folks have fresh leads and are trying to establish themselves as quality sellers. They offer
great solos at low (or at least reasonable) prices. This trend isn’t likely to slow in the future
As you can see, there is simply no cause for concern here. Solos can be just as affordable as
they’ve ever been, and the quality of the leads can be just as strong.
Solo Ad Truth #2: Solo Ads Are FAST!
Let me ask you a question. Do you blah blah blah?
See how this works? That is how you can very easily craft yourself a nice 1500+ word article. It
may take you an hour or two to do. But that’s the cost of doing business, my friend. And it’s not
nearly as costly as sacrificing your blood, sweat, and tears at a job you hate for 40-60 hours per
Contextual CTAs… Get Paid, Playa!
So the main purpose of each article you write will be to educate, enlighten, and assist. You want
to have enough love and respect for your audience to give them the best of yourself. No ulterior
motives, no sales pitches.

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This will brand you as somebody who actually gives a shit. And I can tell you from experience, my
friend… this is priceless, and will serve you for a lifetime.
But when it’s time to actually conduct business, you’d better do it and do it hard. This is where
your links come into play, and in particular, your calls to action. Listen, there are no hard and
fast rules to doing this, except for to not pitch during
the main content. Save any pitches until the end, after you’ve thoroughly answered
the question that your article is tackling.
If you remember the “good old days” of submitting articles to directories like EZA, etc, then
you’ll clearly recall the mighty “resource box” or “bio box.” This is simply a little blurb annexed
to your article, wherein you tell the reader something about yourself, your qualifications, your
website, your products… whatever.
The way you’re gonna do this is ALL YOU… be a leader, not a follower. Remember? What I CAN tell
you is what I think you should be promoting…

In articles that you submit to your blog (as blog posts, duh)… link to either a related affiliate
product, your squeeze page, or one of your own sales pages.
In articles that you submit to all other sites, link to your squeeze page and the home page of your
In your pdf ‘s, you want to link to your squeeze page, the home page of your blog, and any sales
page(s) of your choice. Go easy on your links. Make ’em count. Be deliberate and inspire action.
In your videos, link to your squeeze page.
In your blog posts and e-books, you are welcome and encouraged to link to other content from the
main body of your article. This can be content that links to another particular blog post that may
expand upon one of the ideas you introduced, a product sales page, a clickbanking partner’s (or
PPL) page… whatever you want!
I wouldn’t use a call-to-action at all in this situation. I’d merely make a mention of an idea or
product and hyperlink it. It’s that simple.
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For example, if I happen to be talking about how to build an email list then I may link to a
particular blog post, as I’ve just done. 😉 Or perhaps I’m telling you why I’ve personally chosen
GetResponse as my autoresponder of choice. Whatevz.
See how we just hyperlink the content and take mofos to wherever we want them to be, but without
giving a hardcore CTA? That’s what you want to do in the MAIN BODY of your article. Again, you want
to do this sparingly.
Your call-to-action will reside at the end of your article, and will look a little something like

If you found this information helpful, then I encourage you to STEP YOUR GAME UP, baby! I’ve got
over 8 years of real-world, in-the-trenches experience in this field, and would be happy to share
some truly actionable (meaning that it can make you money right now) stuff… for FREE!
>> Click Here to Discover the FASTEST Way to True Riches Now! <<
You can make yours more or less animated. Just don’t come across as a cheesy little punk… or an
overly cocky douche… and you’ll be fine. In other words, be yourself… unless you suck, in which
case you should totally be somebody else! 🙂
I’m so funny I remembered to laugh.
Alright, friend… so that’s the basics of HOW to craft your article.
“Lee, Should I Outsource My Articles?”
You know, you can. But I don’t recommend it. In my opinion, it’s YOU who we’re trying to brand
here. YOU. Your personality, your story, your heart. Know what I mean? This process extends
well-beyond just sharing some useful information.
So in that context, I think that you should be the driving force behind the content that actually
gets produced. That’s just me being real with you.
If you’re a shitty writer (be honest with yourself) or you just hate doing it, then
©2015 ListBuildingWithLee.com 21
maybe “That One Article” isn’t the right process for you. If you are really in love with the
process but just don’t wanna write, then sure… outsource your butt off.
Whatever gets the result (money), right? 😉
But that’s my take on the outsourcing question, where this particular system happens to be
involved. Fair enough?
So You’ve Written the Sucker… Now What?
Alright, so here’s where my system really starts picking up traction and getting you paid. Once
you’ve written your article, here are the steps you’re going to take. I will elaborate on each one
Step One: Submit it to your blog.
Step Two: Get your blog post indexed in Google.
Step Three: Submit it to article directories and web 2.0 sites. Step Four: Create and distribute a
Step Five: Compile a few articles into e-book form. Sell and offer as a bonus. Step Six: Turn your
articles into videos and submit to video sites.
Step Seven: Build snowballs.
Alright, so let’s take each one in turn…

Step One: Submit it to your blog.
Pretty simple, this step. If you don’t know how to effectively post to your WordPress site,
including the use of your SEO plugin, tags, and categories… then please learn to do so by
watching YouTube videos.
There are many extremely helpful tutorials already available, so there’s really no need for me to
reinvent the wheel and teach you rudimentary stuff like that.
Just make sure that the post looks nice and reads well. You are welcome to embed YouTube videos to
your posts for greater effect and to lower your bounce rate (number of people who visit your blog
for a few seconds and then leave).
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Be sure to proofread your post so you don’t sound like an idiot. You also want to make sure that
there are plenty of headlines, sub-headlines, and bullet points to break up the monotony and keep
your reader engaged.
And for the love of Ronda Rousey’s collection of lady arms, please remember to link out to sites
and offers that get you paid. We ain’t charity workers, homie! 🙂

Step Two: Get your blog post indexed in Google.
Getting your blog post indexed is easy as pie. Simply click this link and add your url. To check
if your blog post has been indexed, simply enter your url into Google (not your browser’s address
bar) and see if it shows up in the search results.
If it doesn’t, check again every few hours or so. It’ll happen. 😉
While you’re at it, you may as well do the same thing with Bing. I mean, why the hell not, right?
You can add your url to Bing by clicking this link.

Step Three: Submit that one article to various article directories and web 2.0 sites.
This isn’t tough. Submit your article to as many article directories and web 2.0 sites as you care
to. I’m not gonna sit here and talk to you about backlink benefits for
SEO of anything like that. It just stands to reason that the more places in which your article
resides, the more chances it has of being seen… and your links clicked upon.
There are a few online tools you can use to mass distribute your article. Distribute Your Articles
is one I’ve used with good success. That’s not an affiliate link. Use them or don’t. I don’t really
care. 🙂
This step is not crazy amounts of important, to be honest. But it CAN get you some extra traffic.
Enough of these articles distributed to enough places… and this can become a MASSIVE source of
ongoing traffic. So consider NOT skipping it! 😉
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Opinions on its efficacy vary. But I still believe that the more places through which your article
can be found, the better.
Here is a list of article directories and web 2.0 sites that may prove extremely valuable to you.
Remember, the better quality your article is, the more likely it is to be picked up and syndicated.
That’s never a bad thing. 🙂
Speaking of syndicated, don’t be afraid to hit up big blog and site owners in your niche and ask
them for a guest post on their blog. Give ’em that one article you wrote for the week and link to
your squeeze page. Boom!
By the way, you’ll notice that the page I linked to above focuses a lot on backlinks and SEO.
That’s cool, too. I’m not that knowledgeable about the SEO landscape of today. I lost track a few
years back.
So I’d really just do a few (EzineArticles, GoArticles, and maybe a small handful of others) just
to get some direct traffic to your squeeze page and blog. Again, a distribution site like
Distribute Your Articles may come in super handy for you.
Remember, even tiny trickles of traffic (1 visitor per week per each copy of your article
distributed across the web) can turn into giant swarms of targeted traffic when you’ve got
thousands and thousands of these things in circulation.

Step Four: Create and distribute a PDF.

Some folks call it a sling blade, I call it a short report. Whatever you call it, just
know that taking that one article (see what I did there?) of the week and converting it into a
portable document format (PDF) file is a smart thing to do.
And doing it is very simple. Just:
1. Download OpenOffice Writer for free, if you don’t already have it.
2. Create a new text document. Format it all nice-like… like this book! 😉
3. Give it a title.*
4. Have an e-cover made (optional).
5. Use the e-cover as your title page (optional).

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*As far as a title goes, you’re welcome to leave it as the article title… or name it something a
little snazzier, and use the original article title as your sub-title/tagline.
For example, if the title of your article is “Do Article Directories Still Work for Backlinks?”
then your book title can be “Dead-End SEO: Do Article Directories Still Work for Backlinks?” or
some shit like that. 😉
If you want to have a cover image designed, hit up either Nisha or Rdezines on Fiverr and let ’em
know what you want. Request both a softcover book image, as well as the flat, 2D image to use as
your title page.
Where to Distribute Your PDF…
If you’re in the IM niche, there is really only one place that I recommend, and that’s the Warrior
Forum. There are two sub-forums within the WF where you can give your little e-books away for
1. The WSO Section
2. The War Room
I’m not one to waste time showing you HOW to submit to these places. For me to show you how, I
would have to get in there and do it. To get in there and do it, I’d have to wing it just like
you’re gonna have to wing it! 🙂
Go into the forum, go to the respective sub-forums, click the new thread link, and follow the
instructions you’re given.
You don’t have to write sales copy, per se, as you’re not selling the dang thing. And you don’t
need to craft a new squeeze page for each book, as you’re giving these away with no opt-in. That’s
right, you’re NOT building a cold list… so don’t make them opt in to get your book.
Just give it to them in good faith that they will click the link INSIDE your e-book that will take
them to the squeeze page you’ve already built in step one.
Make sense?
As far as “copy,” just keep it short and sweet. In your Warrior Forum threads, just
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say something like “Hey, this forum has really helped me to grow as a marketer. In an effort to
give back, here’s a cool guide I’d like to give you for FREE. It’s called “ ” and it
really serves to answer the question “ ?”
Remember to use the sub-title of your book (which is the main title of your article)
to sorta let your audience know what your report is about.
And it is just… that… easy!

Step Five: Compile a few articles into e-book form. Sell and offer as a bonus.
So the last part of this step, “offer as a bonus,” is something that you can even do with your mini
reports (from Step Four).
But this strategy becomes even more effective over time. Why?
Well, as you expand your arsenal of great 1500+ word articles, you’ll get to a point where you can
start compiling them into paid products… and really high-quality bonus products.
Of course, you’ll want to have some foresight with this. You don’t wanna mash an article about paid
traffic options with an article about domain flipping, for example. You’ll definitely want to mix
like with like. Perhaps one article can be about SEO… and another about social media… and
another about forum marketing.
Whoa, look ma! You just wrote a 4500-word BOOK about free traffic methods! See what I mean?
So once you’ve compiled a few articles into a nicely flowing e-book, you’ll again want to give it a
snazzy title, get an e-cover created for you by Nisha, and offer your book to the masses as a cheap
WSO (I recommend either $5 or $9.95).
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If you want mind-blowingly detailed instructions on how to pull this off, I recommend my own book,
From the Top, as the only resource you’ll ever need when it comes to launching WSO’s. But, I would
actually follow the “That One Article” method for actually creating your product. Make sense?
How to Offer Your New Product As a Bonus
This is easy. You just contact product vendors who are launching and tell them you’ve got a bonus
for them to throw on their download page.
And believe me when I tell you… there is absolutely zero shortage of these mofos! They are all
over the place. And all you need to do is friend them on Facebook and watch them announce their
upcoming launches.
You can start by friending me here. I always accept friend requests. That said, DO NOT ASK ME TO
GIVE YOU A BONUS SPOT. I get dozens of requests per day and I can no longer keep up… so you will
be ignored. Just sayin’.
Also, and this is EXTREMELY IMPORTANT… My Facebook account is both my personal and business
account. You can check out my friends, but if it doesn’t look like they’re a marketer… please
don’t bother them.
If they’re a marketer, it will be obvious.
And I actually just gave away the strategy. Go ahead and throw in a few friend requests with some
of my marketing buddies. Then, throw in friend requests with their marketing buddies and so on.
This is a great way to get in touch with hundreds upon hundreds of marketers.
Now you certainly don’t want to hound anybody that you don’t know, so I wouldn’t go PMing up a
storm just yet. But you can certainly post on your own timeline and people will see what you’re up
So you may want to write something like “Hey, all! My hot new e-book (Product Name) just went live.
Review copies and bonus spots available to the first 10 marketers to express their interest below.
You will also see, on your basic Facebook cover page (whatever the heck it’s called)
marketers announcing their upcoming product launches. You can PM these cats
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with “Hey, (Name). I just saw your launch announcement. Looks great. I bet you’re excited. I just
wanted to let you know that I’ve got a cool bonus for you to offer your new buyers, if you’re
interested. Hit me up at your leisure.”
Something like that.
Once you get somebody to agree, then what you’ll want to do is create a fresh new squeeze page for
this book. Instead of walking you through the steps, I’ll just show you one of my MANY bonus
squeeze pages. Click this link to see it in action.
Just make yours look something like that. 😉
Once you’ve got your squeeze page up and online, you’ll want to provide the product vendor with
your squeeze page url, the cover image of your book, and a short description of the product. A
paragraph or two will suffice.
He or she can advertise the bonus on their sales page, which will entice more people to buy from
them. Your squeeze page link will be added to their download page, and you’ll get fresh new buyers
on YOUR list for doing almost nothing!
This the opposite of sucks. 🙂

Step Six: Turn your articles into videos and submit.

So I am truly an idiot when it comes to making videos.
I’m not remotely technical, I don’t know what all the latest and greatest software tools are, I
have zero editing skills, and for all intents and purposes… I’m worthless.
But I do know how to read.
And I do know how to make a simple screencast video.
Personally, I use this free screen recording software. What I would do is simply record my screen
with a single, related image on it… and then read my damn article.
Then, upload it to YouTube.

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I mean, really… could I have made this any simpler for you? Use your question keyword as the
title. Link to your squeeze page in the very first sentence of your description. At the end of your
vid, tell people to “click the link” in said description.
This… ain’t… rocket… pops… sukka.
For the image you showcase, I dunno. Just pull something from Google Images or whatever. Or grab
something relevant from Dreamstime or some other royalty-free stock image site. This stuff is
soooooo easy, kimosabe! Really it is.
Be sure to use relevant keywords in your video description. Things you may want to be found for in
searches. Just remember, when people go to the search engines, including YouTube, Google, Bing,
etc., and type in these questions, it is YOU who will be absolutely owning those top results.
Unbelievably powerful, my friend.
Oh, and if you’d like to upload your video to more sites than just YouTube, simply do a Google
search for “how to upload videos to multiple video hosting sites.” You’ll find tons of great info
and resources. Every little bit can make a difference.
Enough said.

Step Seven: Build snowballs.

This step basically just means not to stop.
Keep going. Keep writing that one article per week. Keep submitting that one article to your blog,
other people’s blogs, article directories, web 2.0 properties, as short reports and e-books to the
Warrior Forum, as bonuses on product vendors’ download pages, and on video sharing sites like
You can even offer giveaway rights on your PDFs and allow other people to use your content to build
their lists… which will in turn help you build yours. It’s called going viral, homie… and it’s
good business.
But the bottom line here is that you’ve GOT to take advantage of the mighty phenomenon known as
“compounding.” Little actions repeated consistently over

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time can amount to great big things. In our world, my friend, that means wealth.
The “That One Article” system can take you there. It can lead you to wealth, I have absolutely no
doubt in my mind. But you must remain consistent.
And that’s really all I have to say about step seven. 🙂
Let’s now move to Part Three. It’s gonna be a short ‘un, but a mighty sweet ‘un.

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Part Three:


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Most powerful business model in the world.
You should already have an autoresponder at this point. Now, it’s gonna be time to really put it to
As if the “That One Article” process wasn’t simple enough… this entire section (all of
Part Three) won’t even take up two pages! I mean, this is brain-dead easy.
For the email marketing part of this system to really come to life and change your entire reality,
all you need to do is this…
1. Copy the first 2-3 paragraphs of your weekly blog post.
2. Paste this content into your autoresponder as a follow-up.
3. Finish it up with text that reads “>> Click Here for the Full Story!”
4. Hyperlink that text so it sends readers to your blog post.
5. Repeat each week, setting your emails to go out weekly.
Damn, did I say this would take TWO pages? 😉
That’s really all you have to do to make this process work like gangbusters. If you’d like to set
the emails to go out more frequently, you can most certainly do that. If you’d like to send
promotional emails in between each blog post email, cool.
In fact, I am the creator of one of the finest email marketing resources ever created (and I’m
extremely humble about it, hahaha!) called “Email Slick.” If you haven’t yet taken advantage of my
Email Slick Mega Pack offer, click here to do so meow.
And just like that, we’re done.
Let’s wrap up so that you can get to work on your new list building and email marketing empire. It
really is time to stop reading and start doing.

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You Did It… Now DO It!
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Congratulations on finishing the book!
That’s a lot better than most, to tell you the truth. Most people will never read this far. That
shows me a lot. But what it doesn’t show me is “the money.”
I want you to show me the money. I’m not saying that to be 90’s movie cliché or funny. I really
mean it. I’ve done my part in giving you a tremendous strategy to implement into your own online
business dealings.
Now you need to do your part by employing all of your passion, excitement, optimism, courage,
self-confidence, and energy. Give this everything you’ve got.
Do you remember what you’re supposed to be doing? I am glad to refresh your memory…
1. Get your tools in order. You need a domain name, a hosting account, an autoresponder, a Warrior
Forum account (War Room optional), an article distribution tool (optional), OpenOffice (free), and
2. Create a WordPress blog (with plugins) and a squeeze page (or other lead capture system – grab
my Lead Capture Pack for guidance). Monetize the shit out dat bitch. Mofo gots ta get PAID up in
herr. 😉
3. Write one epic 1500+ word article per week. The title of your article will be a question. Use
the Warrior Forum or your brain to formulate the questions… use the Warrior Forum and/or other
online resources to generate answers.
4. Submit that one article to your blog, as a blog post. Get it indexed in Google and Bing before
5. Once indexed, take that one article and submit it to article directories, web
2.0 properties, and other people’s blogs. Use a distribution service like
DistributeYourArticles.com to help you out, if you can afford it. Otherwise, just do it manually…
don’t kill yourself; just a few key sites will suffice.
6. Turn that one article into a pdf and give it a catchy title, with the original article title
(question) as your subtitle. Submit this pdf to the Warrior Forum as a free WSO, and optionally, as
a War Room contribution.
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7. Compile a few weekly articles into an e-book and offer it to other product vendors as a bonus
to add to their download pages. You can build a HELL of an awesome email list doing this, my
brother or sister. Serious business here!
8. Record an image on your screen using Screen-Cast-O-Matic or whatever video screen recorder you
fancy. Read your article aloud, prompting your viewers/listeners to click the link in your
description. This link will lead them to your squeeze page or lead capture system. Submit to
9. Bump those WSO threads, keep cranking out those weekly articles, and ride off into the sunset
with a full-time passive income funding your trip! 🙂
Do this.
I mean, do this now. Don’t wait another second. Your results will compound like crazy.
Don’t miss a week, okay?
This stuff is so easy, there’s no excuse to not do it. No effing excuses. To your very best effort,
Lee Murray

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And More From Lee Murray…
@2 015 ListBuildingWithLee.com 36
For Autoresponders, I Use GetResponse.
For Hosting, I Use Hostgator.
For Landing Pages, I Use Video Effects Press.
For Article Distribution, I Use Distribute Your Articles.

Check Out OTO#1 – The Lead Capture Pack
Check Out OTO#2 – The Email Slick Mega Pack

Visit My Blog Here!

Thank You SO Much!
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