| I've discovered a really fantastic way to discover what | | | | experienced GoogleAdwords, just go to and search |
| works best in direct marketing, BEFORE doing | | | | for something. When the listing shows up there will be |
| traditional direct marketing. Use these internet tools to | | | | 2-3 sponsored listings across the top of the page, and |
| find what works best, then apply what you've learned | | | | 5-6 down the right hand side. These are pay-per-click |
| to your traditional direct marketing, direct mail, etc. It's | | | | ads, those companies pay for the ads only when |
| fast and less expensive. | | | | someone clicks on them. You are taken to that site. At |
| How to Find What Works in Your Marketplace? | | | | that time the sponsoring company pays so much for |
| Overture provides an excellent tool to find what | | | | each time someone clicks on it. |
| people are looking for on the internet. For all practical | | | | A really fantastic way of using this for a marketing |
| purposes, you can use that to apply to other types of | | | | study is that within 1-2 days, there will have been |
| marketing. | | | | enough clicks to know which search words are |
| Go to Type in some keywords that apply to your | | | | working.Another one of the fantastic benefits of |
| product or service. Overture will provide the number of | | | | GoogleAdwords is that they allow alternating ads in an |
| times that search word was searched in the last | | | | Adword campaign. So for any campaign you can |
| month, and it will also provide a list of related words | | | | have several different ads running. Within just 1-3 days |
| and how many times they were searched. This | | | | there will have been enough people searching and |
| provides a really excellent tool to research what | | | | clicking through that you can see |
| people are wanting, and how they are looking for them | | | | Which search words are searched for the most often |
| (at least what words they are relating to that search). | | | | Which one of the ads are producing the most |
| Using my business as an example: | | | | click-thru's |
| I provide training (sales, customer service, leadership | | | | It isn't unusual to see a 2 to 1 difference between the |
| and several other things). | | | | ads. So now you know how to say what in an ad and |
| So, which ones are in demand right now? I can do a | | | | what kind of typical response rates you might have. |
| search for "training" on Overture.The results are: | | | | You can also take the best ad, tweak it again. Check |
| Training --searched 165,196 times | | | | back in a few days and know if you've improved it or |
| Online training, searched 149,418 times | | | | not. I've seen pay-per-click ads crawl upward to |
| Management training, searched 133,499 | | | | 10-15% response rates in a matter of a week. |
| Sales training, searched 70,496 | | | | Now, it's time to start using those same words and |
| What can we learn from this? | | | | structure in our next direct mail, or other direct |
| It looks like I should focus more online training instead of | | | | marketing campaign. It's fast and very economical. |
| face-to-face, or local training. | | | | Instead of taking weeks and costing a ton of money |
| Management training is being searched for almost 2 | | | | like a traditional test market would, we know in days |
| times as much as sales training. So, shouldn't I focus | | | | what works for a lot less. |
| more on management training over sales training? I'll | | | | Want to know how many people are looking for your |
| certainly have a larger market. | | | | product in your small geographical area? Set up a |
| This can be applied to almost any kind of marketing, | | | | GoogleAdword campaign and set the geographic |
| direct mail, cold calling, email, website, etc. Not only can I | | | | limitation to your address with a known radius. Come |
| find the best direction (management training) but I can | | | | back in a few days and see how many searches you |
| also find the right words to use in a direct marketing | | | | got in that territory. Then go out with your local direct |
| piece before sending it. | | | | marketing with what you just learned. |
| Here's another one. | | | | Even if you aren't an e-commerce site you can learn a |
| Use GoogleAdwords, a pay-per-click online marketing | | | | lot about what works in marketing this way. |
| campaign to find what works. If you haven't | | | | |