This post is a rough translation of a brilliant and authoritative account of Howie Jacobson, one of the most knowledgeable of AdWords. If you want, here you can read the original English
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AdWords A story: King seeks
heiress was once a king who had three daughters. Was approaching retirement age and realized that he had spent his entire reign listening ballads about his greatness and generosity, neglecting succession planning, and now this issue had become desperately urgent.
What daughter would choose to govern the country after him?
decided to put her three daughters to the test. I obtained the best results would win eternal admiration and the opportunity to move into the best room in the castle after he had retired to spend his last days in Benidorm.
This was the assignment:
"You 4 weeks to find the world's sweetest Peach "
daughters go to the search for peaches
The eldest daughter, who was too busy to waste time Facebook and looking for a damn peach, 3.95 weeks and then waited went to a nearby garden, plucked a peach from the lowest branch of the nearest tree, and ran back to the royal throne room for the tasting.
The middle daughter, who had a little more time on their hands from he discovered Twitter, tasting peaches spent four weeks in all local farms. When found the best orchard peaches tested different trees, tree discovered the sweet, peach grabbed a low branch, and ran back to the royal throne room for the tasting.
The youngest daughter, who knew by reading fairy tales that was expected to win, he felt pressure to not disappoint, spent the first week traveling around the kingdom, sampling random samples of peaches each of the four growing regions.
Once he learned that the Southeast region had, on average, sweetest peaches, spent the second week of sampling in each of the orchards of the region.
Upon discovering that a garden called Happy Peach produced consistently the sweetest parts in the Southeast, spent the third week randomly selecting peaches from the trees in this orchard.
When the tree was clearly established as sweet, spent last week enjoying the different branches of that tree. The last day, started the biggest and carefully took him to the royal throne room for the tasting.
What daughter would invest your money?
What does this have to do with AdWords?
is possible that you do not mind the fictional princesses and peaches, but I'm sure you concerned about your business. So here's the question: ¿qué princesa eres tú cuando testas los mensajes de tus anuncios?
¿Qué princesa eres tú?
Aproximadamente el 90% de los empresarios son la princesa mayor. Escriben un anuncio, lo suben al asta de la bandera de AdWords para ver quién saluda, y luego creen que han terminado con el proceso de creación de anuncios. Éstas son las personas que a menudo se quejan de que el marketing online no funciona, que AdWords no es más que otra estafa, y que deberían ser cocinados como un pavo por jugar con las esperanzas de las personas.
Otro 9% de los propietarios de negocios son la princesa mediana. Entienden la importancia de los tests, y puede que sean disciplinados with the tests, but are stuck in a rut that severely limits the improvements that can be done. Instead of trying out different concepts, are thinking of new ways to say "free shipping" and experimenting with commas and semicolons and capitalization.
Initially, these tests can yield results, but over time, this attention to minutiae at the expense of big ideas leads to stagnation.
Only 1% of employers (Disclaimer: I am making all these numbers to make drama, I have no idea of \u200b\u200bthe actual percentages) are the young princess. Tested in a logical and methodical. Virtually is assured to find, if not the sweetest peaches or advertisement more attractive of the earth, at least one very near the top spot.
These entrepreneurs-young princess is not afraid to wander far from their comfort zone. Do not make assumptions about who your customer what they want, why they want and how they want. Investigate, make conjectures, and test assumptions in a hierarchical fashion. Making
tests
AdWords Checkmate In Camp, we spent a day and a half creating new ads, new landing pages, new titles, new responses to the objections, and new ways of appealing to our ideal client. Leaving it here everyone go home happy. After all, now have a thorough understanding of your market.
But not really know how these new ideas are stacked against each other, and how they are tested. Unlike other media where they can spend months and tens of thousands of dollars before you know if you have a fresh peach or a fiasco, in AdWords you can test quickly and cheaply.
We design a plan of action: a framework to put your ads to work and find the best and most profitable ads.
1. Start with the region
In AdWords, the region is the WHO. Who looks with your keywords? Dentro de ese grupo, ¿quién es tu cliente ideal? Hasta que no conozcas a tu cliente ideal, es una tontería empezar a afinar el lenguaje y ofertas.
2. Afine en el Huerto
El huerto de AdWords es el QUÉ. ¿Qué desea encontrar tu cliente ideal en el momento de la búsqueda? ¿Un producto? ¿Un servicio? ¿Un manual de bricolaje? ¿Una revisión? ¿Orientación? ¿Información general? Observe que el QUÉ cambia a medida que su cliente ideal pasa por diferentes fases del ciclo de ventas. No pienses en lo que quieren en última instancia, sino en lo que quieren en este momento, en el momento exacto de su búsqueda en Google.
3. Choose a tree
AdWords
The tree is the WHY. Why do they want what they want? Why are you looking for? "To solve a problem or to capitalize on an opportunity? "To prove you are worthy? "To get love? "To stop a feeling of frustration or confusion?
4. Choose a Branch
AdWords
The branch is the HOW. How do you want? What are the characteristics of supply? "Free shipping? With horizontal stripes? "Course online or download in PDF format?
More Checkmate Training Camp - at cost zero
As part of my promotion for Checkmate Camp in Chicago June 10 to 11, 2010, I am giving away a lot of my best training material ...
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From here explains Howie Jacobson its educational offerings and the many educational resources that gift. If interested, consult it by clicking here .
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