Google also provides books here:
[adwords.google.com...]
If you plan to buy something for aff programs, dont' plan on getting rich or making tons of money, buy it for educational value and if you want to try to turn it into a money maker be prepared to spend endless hours researching, testing, and spendign lots of time and money getting it to work with no guarantee of success.
Has anybody had any luck with programs that teach...how to use adwords, etc?
Thanks to skibum for posting the link to AdWords materials.
Another (seemingly little known) resource is the (free) Learning Center, which is a part of the (free except for the test) 'Google Advertising Professionals' program.
The Learning Center encompasses many 'lessons' on topics ranging from very basic info, to policy, to billing, to troubleshooting, to tracking ROI, to account optimization and so on.
It's worth at least a look, because, for one thing, the price is certainly right: [google.com...]
Oh, and by the way, did I mention that it's free?
;) AWA
Might want to check out the AdWords freebies first and if that doesn't do the trick, consider one of the ones for sale.
No specific suggestions for books but something that gives case studies, and creative samples might be helpful.
Couple basic tips:
Make the ads speak to the consumer. Put the keyword in the ad, in the title if it will fit & if not in the first line of the description.
When possible, blend the keyword into the ad and don't make it look machine generated. If your keywords are:
red widgets
blue widgets
brand new red widgets
widgets and sprockets
left handed widgets
The lazy way is just to use:
{KeyWord: Buy Widgets Here}
Huge selection of widgets
& sprockets, Free FedEx!
Which will have your ads looking like this (which isn't to bad) but probably everyone else will be doing the exact same thing so your ads won't stand out.
Red Widgets
Huge selection of widgets
15% off now. Free FedEx!
Left Handed Sprockets
Huge selection of widgets
15% off now. Free FedEx!
Break them up into groups:
red widgets
blue widgets
30% Off {KeyWord: Widgets}
Huge savings on select
new widget styles. Save now!
30% Off Red Widgets
Huge savings on select
new widget styles. Save now!
30% Off Blue Widgets
Huge savings on select
new widget styles. Save now!
widgets and sprockets
left handed widgets
Widgets On Sale Now
30% off {keyword: sale items}
Limited supplies, order today!
Widgets On Sale Now
30% off widgets and sprockets
Limited supplies, order today!
Widgets On Sale Now
30% off left handed widgets
Limited supplies, order today!
Remember, people are generally lazy and looking for a good deal. Their eyes will naturally be drawn to the bold keyword they typed into the search engine. If all the ads just have the dynamic keyword plopped into the title like the first group, most of the ads on the page will look pretty much the same and nothing will stand out.
If you run the second group, assuming the eyes are drawn to the bold keyword, the consumer can't help but read your offer. Since it preceeds the bold keyword the eyes are naturally drawn to, you make it so they can't miss the benefit included in your ad, even if they are not looking for it. Which ads do you thnk will get the best CTR? Bet you know the offer of the second group without even having to think about it or look back up at the ads! How bout' the first? What if they were on an actual search page with a bunch of other ads?
Emphasize the benefits, free shipping, xx% discount, limited time, 30 days returns, etc..
Be honest, when emphasizing the benefits make sure they are blatantly obvious on the landing page.
Maybe that'll be enough to save ya 50 bucks on a book.
I think the bolding is key as it will help with the CTRs a lot. Also, putting the benefits in the ads will make people want to click.
