Google Approved Site Design...

The other day I had a conversation with a Google contact.

This employee emphasized the importance of UNIQUE content and the need for internal links.  Moreover, he or she, said that long scrolling salesletters without other navigation options available did not fit in with this.

He or she also said that any affiliate who reuses or rehashes existing content found elsewhere on the web will face immediate low quality scores and possibly face being banned.

This information isn't all that new.  However, the emphasis on building sites with more internal pages as opposed to long scrolling pages is.

As a result, this changes the way I will be creating personal sites to be advertised on Google...

While I'll still be using direct-response long copy, it's important that each site have the internal navigation.

For instance, this includes a "Home page," "Results page," "Advantages" page, as well as pages that might describe the unique process of the product or service.

Each of these pages then has a clear call-to-action to visit the next step.  The navigation path is clear.

In other words, this is a significant sea-change.  You must be focusing on providing unique content.  Long salesletters might be a part of this design... but, you need the other internal navigation.

While this does require extra work... I see this as a positive development.  It eliminates lazy folks from the game and I do not see it being much of an impediment to sales.  

A good way to think this new design is that you're creating additional sales content to compliment your main offer (as opposed to detracting from it).

In the weeks and months to come, I'll be sharing with you more about what I've been testing and more specifics on where to go from here.

Other Market Leaders Agree, The Content Network Is Where It's At In 2010.

Recently, I made the prediction that 2010 will be the "year of the content network" over here.  Since then, I've noticed a number of other market leaders singing its praises and predicting just the same.

Here are just a few of the quotes I've found:

"The next rage in pay per click is cookie-ing visitors on your site and then having targeted contextual ads "stalk your prospects" on other sites as they surf the Internet. "

-Perry Marshall
http://www.perrymarshall.com/10-predictions-2010/

As previously discussed when making my prediction, he's referring to "Re-targetting" an innovation that should be coming soon in 2010.

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"Pay close attention to your CONTENT NETWORK ads. By the way, Content Network (i.e. Google partner sites; such as those that run AdSense) used to be HORRIBLE in comparison to Search Network (people searching Google for keywords.) But times have changed! In many markets, Content Network ads will make a lot more profit than Search network!

-John Reese
pp 26-27 of "Internet Marketing 2010: The Road Ahead"
http://www.income.com/blog/2009/10/13/internet-marketing-2010-the-road-ahead/

More profitable than the search network!?  I couldn't agree more.  Google has put its full attention on getting more from the content network.  It's finally growing up... and at a record pace too.

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Display advertising is likely to be "the next billion dollar business" at Google. 

-Eric Schmidt
Google Chief Executive

In other words, Google is spending a lot of time and energy improving the massive inventory of display ads that are available now on the content network for pennies.

Of course, you may be wondering how can you tap into this emerging opportunity?

First, stay-tuned for free advice on AdWords Buzz (if you haven't already, you can subscribe in the upper-right corner).

Then, in the meantime, use AdText Image Creator 2.0 to generate content and display campaigns done the RIGHT WAY with a few clicks of your mouse.  Go-ahead and check-it out at: http://www.AdTextImageCreator.com 

YOUR Predictions For 2010 (And Last Week's Winners).

Last week, I gave you my prediction that 2010 will be the "Year of the content network" (read it over here).  Then, I invited you to give your predictions.  In exchange, if we could get 10 comments, 1 person would receive a free copy of my latest tool called, "AdText Image Creator 2.0."  If we got 25 comments, I'd give-out 3 copies to the best responses.

Well, we got exactly 25 comments and all of the posts were great.  You all put a good amount of thought into your predictions.  Thank you to everyone for your contributions.

Here are some key ideas a lot of you predicted and my responses (though this list is far from all of the good ideas you talked about):

• Mobile marketing will rise in importance.  

Yes!  I think this is a great prediction.  People are transitioning from browsing the web on their computers to being able access information on-the-fly with mobile.  With new innovations and folks upgrading their phones as their contracts expires, this is getting very exciting.

• Mixed views on how Google will run it's customer service and rule its marketplace.

More folks seemed to agree that Google is not going to change anytime soon and it will lead to an increase in the use of competition.

A couple of you seemed to think that Google may be forced to see the light and change and improve customer service.

Which route do I think?  I am more inclined to agree with the first assessment and the latter down the road.

• Local search will continue to grow in importance.  Yes, local businesses are finally starting to get it (at least a lot more than in the past).  They are seeing that folks no longer are finding them as much in the overpriced phone book... and are now looking online.  On top of this, there has been an explosion in Internet marketers catering to these offline folks.  When you combine these two ingredients together, local search will be a hot topic in 2010.

• PPV advertising and other paid traffic sources will continue to rise in importance.

Yes, I agree.  Google's reach is massive, but so is the web.  There are a LOT of other ways to reach your target market on it.

• The divide will continue to grow between those that have the tools and know what they're doing versus those that don't.

I couldn't agree more.  To keep-up, folks will either need the knowledge or tools and do it themselves... OR have to find a management service who knows what they're doing.   Personally, I just do not see how anybody could find the time to keep-up with customers of AdText Image Creator 2.0, unless they have somebody doing it for them.

Overall, a lot of folks predict that we're in store for a massive amount of change this next year.  I hope you will stick around to discuss these new trends and changes throughout 2010 and beyond.  Again, thank you to everyone who participated.

Since this "experiment" was a success, we'll try to have more in the future.  So, if you didn't win, there will likely be more opportunities to win other tools and services in the future.

In addition, you can also pick-up a copy of AdText Image Creator 2.0 when it's released in the next couple weeks at: http://www.AdTextImageCreator.com.  Go-ahead and sign-up for the announcement list to get notified when doors open.

Now, for the winners (picked at random because there were so many great ones)...

Post numbers:  1, 9, 23:

Wayne Hairston

Gary

and Brian

The finishing touches are still being put on AdText Image Creator 2.0.  If you're a winner, send an email to amkhan AT amkhan.com.  You will get it when it's finished and before it is open to everyone else.  We'll also try to get in touch with you via any email addresses you left when it's ready if you have not already contacted us by then.

2010 AdWords Predictions From A Google Insider

Predicting Google is tough.

It seems like every other week, they advance the game...

And often it's done by surprise.  

You have no way of knowing what to expect.

This is why I was delighted when I recently posed the question to a Google Representative, "What can we expect from AdWords in 2010?"

The response was one word:

"Re-targeting"

What the heck is that, you ask?

Well, if you're a marketer, then you know the power of following-up with your prospects.

They may not be ready to buy from you the first time they hear from you..

But, by the 7th time, they're ready to buy.

Well, this is what re-targeting brings to the table.

Imagine a visitor reading their favorite site.  He or she sees your ad and clicks...BUT does not buy.

Then, a few minutes later, the same visitor goes to another website... and whaddya' know, your ad appears again... then on a third site... a fourth... until your message finally hits home.

You get the click and the sale.  

It's as though your ads "Follow" your prospects.

As you can imagine, this is a major breakthrough and will change the game big time.

Forget the search network when there is so much cheap, targeted traffic on the content.

So, here's my big prediction for 2010 you can take to the bank,  "2010 will be the year of the content network."

You see, right now, there's a massive amount of quality cheap ad space.  But, there's just one catch.  Tapping into the content network is not like it is with search.

You need to use solid direct-response style ads to make it profitable.  Your ads need to stop prospects in their tracks, get them to click, and set them-up for what's to come.

Listen, if you're only using text ads on the content network, you're barely scratching the surface of what there is to offer.  You need to be using all of the sizes of image ads.

Most advertisers are too lazy to create and then optimize their image ads.  As a result, it's easy for you come-in and dominate IF you take the content network seriously.

After all, there is LOADS more traffic here than in search.

Of course, I am a little biased in this prediction.  Though, I firmly believe you're going to be hearing about the content network non-stop in 2010, in a few weeks I am launching version 2.0 of AdText Image Creator...

A tool that allows you effortlessly create killer image ads with a few clicks of your mouse and then upload them to Google in tight ad groups.

The test results I've been getting so far in clients' campaigns have been phenomenal (if you own version 1.0, you ain't seen nothing yet).

And here's what I am going to do to thank you for being a loyal reader or customer and celebrate the new year.  I want you to leave your prediction of what you think will happen in 2010 in AdWords or search marketing in general if you prefer.  What do you think 2010 will be the year of?

If we can get at least 10 predictions, then I will choose the best one to get a free copy of AdText Image Creator 2.0 when it's ready and before it goes on the market.  If we can get at least 25 comments, then I will choose 3 of the best responses.

If all of the responses are great, then we'll toss your name into a hat and choose at random.

So, go-ahead and participate to get your chance to win.  This tool will not be cheap and we are seriously considering capping the amount of copies that are sold in order to give owners a major advantage.  

I look forward to hearing about what you see in the future...

New Version 7.61 of AdWords Editor Has Been Released

Google has just released a new version of AdWords Editor with some exciting features, including the ability to do ad scheduling, advanced location targeting, and the ability to download your promoted video ads.

Get the full-range of feature updates at:

http://www.google.com/support/adwordseditor/bin/static.py?page=release_notes.html

If you don't already use AdWords Editor, now is a great time to get started.  It's a huge time-saver and a must-use free tool.  You can download it here. 

AdWords Ads Continue To Evolve With Sitelinks.

Google just announced (here) the addition of "Sitelinks," which are additional links you can add to your AdWords ads.  They go below your existing ads to provide visitors with alternative points of entry to your site.

This feature is currently only available in AdWords for those who have "ads [that] meet a certain high quality threshold."

Sitelinks already exist in the free organic results.

Sitelinks are another limited expansion of AdWords text ads.  You also might remember here, Google recently added video content to ads for select advertisers.  

With this development, Google seems to be seeing how they can expand their AdWords listings to be more useful, while not changing their core successful text ad formula.  

As for what it means to you, these expansions may give you more opportunity to drive-up clickthrough-rates or conversions and stand-out from other advertisers when (or if) they become more widely available.  In the meantime, select competitors may begin to use them.

At the same time, don't use sitelinks or other innovations blindly.  Make sure you're testing to make sure they are effective for you.

The Evolution of Google Mobile

The area of mobile marketing is becoming very exciting, especially for local businesses.  

Recently, Google put together a good demonstration video of how users might use Google local search on their mobile devices over at:

http://www.youtube.com/watch?v=Y_62nFjUW7Q&feature=channel_page

They developed a new feature whereby users can bookmark local stores they want to visit on their home computers and then have them ready-for-access, along with directions and contact information, on their mobile devices.

This is significant for several reasons:

1.  Google is staying on top of the changing mobile landscape.  They're helping people use this new medium.

2.  Mobile marketing is coming of age.  The potential of it is no longer a pipe dream.  Local businesses need to be aware of it and how customers are finding them.  If you're not already, get listed in Google's free business center: http://www.google.com/local/add 

3.  How people get information is changing.  In this example, it appears to be morphing into a combination of using the home computer for detailed information and then finishing off the purchase on the run with mobile.

Google's Next Step: Display Ad Domination

Google has long made most of it's profits from small text ads along search.  Now, they're attempting to conquer the display ad world with the launch of the new "DoubleClick Ad Exchange."  This new service allows advertisers to easily compete to place their ads on a massive amount of ad space across the web.

According to Google's official announcement here, some advertisers have up to 80% of ad space left unsold. The new Ad Exchange seeks to solve this problem by connecting more advertisers with more publishers in one central place.

You, as an AdWords advertiser, have access to publishers in the exchange through the content network.

  

This means that if you're not already using the content network, now is the time to get started.  The display ad business seems to be where a lot of Google's future focus seems to be and the amount of ad space you have access too in AdWords will likely rise as the exchange grows.

For more on this story, check-out:

• http://adwords.blogspot.com/2009/09/announcing-new-doubleclick-ad-exchange.html -- Inside AdWords Blog Announcement  
• http://www.nytimes.com/2009/09/18/technology/internet/18exchange.html?_r=1  -- Story about the new Ad Exchange

Affiliates and The "Google Slap"

Over the past few months, Google has been hitting affiliate sites hard with the "Google Slap."    

If you're not familiar with the "Google Slap," it's simply when Google decides to lower your quality scores to 1 and not show your ads.  They decide they don't like your site and the change usually happens overnight.

Affiliate marketers are usually hit the hardest.  That is, those who are not promoting their own products and services, but someone else's for a commission.

The other day, I contacted Google about affiliate sites that just got slapped.

The problem, according to the Google contact, was that the "ultimate goal" of the site he reviewed was to bring the user to another site.  This was not considered a positive experience.

Moreover, he also said, regarding which affiliates get hit, that it depends on the experience the site offers.  It's on a case-by-case basis.

In other words, he didn't say they disliked affiliates -- just the experience the site provided.

So, what's the lesson for affiliates from this?

You might get away with removing links to parent sites or cloaking the links for the time being.  Thus, Google's bots can't see you're promoting an affiliate offer.

However, this likely won't last forever. 

Instead, the real key is to make sure you're creating a unique and valuable experience. 

How can you do this?

The main goal of your site should not be to solely redirect visitors to another site.

You should be a purposeful middleman (or woman).

Offer some type of value where the searcher is glad he or she went through your site before reaching the product or service provider.

Focus on building a long-term asset, such as an email list or a site that could be self-sustaining without PPC -- instead of a site built only for PPC.

This may mean having fewer, but more profitable sites.

Universal Listings For AdWords?

For over two years, Google has slowly been introducing new types of content in the free organic search results.  Instead of just plain old text-only pages, they might show press releases, images, videos, or other types of content found across the web.

Today, videos on YouTube or other leading submission sites may dominate the rankings for certain keywords.  

However, up until now, this has been only for the free rankings.  Now, Google has begun testing video ads in AdWords.  All the searcher has to do is click on the "+" button below the normal listing.

Here's a snapshot of what appears when you type in, "Extract:"

At this time, it's only for major advertisers in the entertainment space to promote movies, video games, and television shows.  Google has not commented on if they plan on expanding the program to other advertisers or beyond video.

Nonetheless, the expansion of paid listings is something to watch-out for.  What's also interesting is that a click is not registered, until the visitor has viewed the video for at least 10 seconds.

You can read more about this story at:

• http://adage.com/digital/article?article_id=138722