One of the questions I get most often when I speak to a group is the same question matter what the group is. Without fail someone will walk up to me or call me after the class or send me an e-mail that says "okay I get all that great stuff, but how do I do it?"
One of the reasons I wrote the book “So, Now What?” was the number of people asking me that same question. They would tell me that they've taken all kinds of classes, read all kinds of books and they still aren't sure what they're supposed to do. When I wrote “So, Now What?” I checklists and some worksheets right in the book to help people know exactly what to do in order to get onto the first step of a good business and a happy life.
What does this have to do with Internet marketing? Well the funny thing is I get the same question after Internet marketing classes. It doesn't matter if I teach a live class or a webinar, someone always has that question. So today I want to give you a quick action plan with some steps you can take to make sure you have the right keyword campaign for your Internet marketing. If you are still doing research for Internet marketing my very first suggestion in your first step is to get a Google ad words account. Google is at least 50% of all search marketing, and even though they're losing ground they are still the biggest and most important. Starting here will give you the best education you can get in exchange for your time.
It doesn't matter what I recommend you do or what I give you as an action plan if you don't have an account to actually get online and do it. You don't even need to give your account a big-budget. As little as one dollar a day will let you get the feedback you need. This feedback is critical to help you understand where your business fits in the world of the Internet. Knowing where you are and knowing where your customers are rank among the most critical aspects of Internet marketing. Without knowing where you are and where your customer is you cannot make a connection between the two.
Here is a quick checklist with some explanations of each step:
1. Create three ads you think are eye-catching and relevant to your business. These three ads will be adds that somebody looking for your business would see. When they see this little ad, they must know exactly what you do and why they need to go to your website to buy your service or product.
2. Come up with somewhere between 10 and 40 keywords that people would be searching with when they're looking for those ads you created in step one. Going back to previous conversations, these keywords are not really single words but phrases. For example if you sold squirrel food and feeders you would not want to just put in the word squirrel. You would want to put in keyword groups like "large squirrel feeders" or "tree squirrel automatic feeders" or "window mount squirrel feeders". You can imagine that somebody looking for a window mount squirrel feeder will not only find your website but they will be looking to buy a window mount squirrel feeder. When you put a keyword in that consists of four words, research indicates you are up to eight times more likely to reach a buyer than using a one or two word phrase.
After these two steps are complete, you will need to sit back and wait a couple of days to let Google do its magic. After your ad has run a couple of days and Google has been able to analyze your competitors, you will get some very important information about you things that will help you move on to step three.
Step three is the step that must be performed at least once a month and that is keyword analysis.
3. Keyword analysis: This means you're eliminating those keywords that have low quality scores and low click through rates. You will be replacing them with new or better keywords based on the keywords that are working and the advertising that is working. You should also take out your lowest performing ad and create a new ad every month. The lowest performing ad should be removed for each of your campaigns in order to continuously improve performance.
The month you skip step three will be the month your competitor doesn't, and you will see a significant change in performance. A little bit of extra effort can go a long way in your Internet marketing program.
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