Copyright 2015 Ken Kelly

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2 Copyright 2015 Ken Kelly All rights reserved. No part of this e-book may be reproduced in any form without written permission from the author. 2

3 Table of Contents Introduction Setting Up Your Google and AdWords Account Chapter 1: Keywords 101 How to Build Your List of Keywords for Your Ads Chapter 2: Google AdWords Basics Lesson 1: Setting Up Your First Ad Lesson 2: Testing Your First Ad Campaign Lesson 3: Adding More Ads for Testing Bonus: How to Rotate Multiple Ads Lesson 4: Setting Up Conversions Bonus: More About Keywords when Using Google AdWords Chapter 3: Landing Pages Lesson 1: Creating a WordPress Website in Five Minutes Lesson 2: How to Set Up Your Landing Page for Success Lesson 3: Tracking Your Landing Page Conversions Chapter 4: Using AWeber to Boost Your Business Lesson 1: Creating a New List Lesson 2: Creating Your First Follow Up Message Lesson 3: Creating More Follow Up Messages Lesson 4: Setting Up Your Inquiry Form and Thank You Page with AWeber Bonus Lesson: How to Manage Your Inquiries from Different Sources 3

4 Lesson 5: Tracking Your Subscribers with AWeber Lesson 6: Testing Your New Page and Sign Up Form Chapter 5: Maintaining Your Ads and Website Maintaining Your Ad Campaigns and Website Part One Maintaining Your Ad Campaigns and Website Part Two Getting Support Extra: Using Google Analytics and Webmaster Tools Lesson 1: Creating Your Google Analytics and Google Webmaster Accounts Lesson 2: Tour of Google Analytics and Google Webmaster Tools Lesson 3: How to Link Your Google Analytics Account with Your AdWords Account Conclusion 4

5 Introduction Congratulations on taking your first step toward improving and boosting your entertainment business! If you're just starting out in the entertainment industry or you're an experienced entertainer who wants to take his or her business to the next level, you're in the right place. Your continued professional development starts here. This e-book will show you how to do more than create PPC ad campaigns: You'll learn how to manage them and track your success. Each lesson has screenshots to give you a visual aid and make it easier for you to understand the lessons. All that I share in this e-book is what I've learned and used myself for my business. What I show you in the following lessons is what works for me, and I believe they'll work for you, too. This e-book is packed with valuable, detailed information. You won't be left guessing anymore! And you don't have to go through all the lessons in one sitting. Pace yourself and go through the lessons just like how you'd eat an elephant: one bite at a time. Even if you've played around with PPC before, I highly encourage you to still read through all the lessons. You may discover something you didn't know before, and you can apply it to your own methods. If you're ready to create magic for yourself and your business, let's get started! 5

6 Special Offer for You: Although this e-book provides a great deal of information and support, if you want more guidance, you can access the exclusive Magic Tap video tutorial series with a special Magic Tap membership. With the video tutorials, you'll be able to see every lesson in this e-book in action and follow along with me as you set up your PPC ad campaigns and more. To sign up for the Magic Tap membership, simply go here to As a special gift to you for starting your journey, I want to give you a $50 off discount on the membership. All you need to do is enter the discount code below and you'll get access to the Magic Tap videos and much more. Discount Code: MagicTapB1 (case sensitive) Setting Up Your Gmail and Google Adwords Accounts First up, I want to discuss the basics and show you how to set up your Gmail and Google AdWords accounts. If you're just starting out, this is a great lesson for you. We'll go over how you can set up your Gmail and Google AdWords accounts in just a few minutes. After that, we can dive into the good stuff. Step-By-Step Guide Part One: Creating Your Gmail Account To create your Gmail account, follow these easy steps: 6

7 1. Search for 'create a Google account' or go to this link to sign up for a Gmail account. 2. Fill out the form, and you've just created your Google Account. Note: You may be required to provide your phone number, but this is for account verification purposes only. Step-By-Step Guide Part Two: Creating Your AdWords Account After creating your Gmail account, you'll set up your Google AdWords account to manage your ad campaigns. Here are the steps: 1. Search for 'Google AdWords' in Google and click on the link. You can also go to this link. 7

8 2. Click on the 'Start Now' button. You'll be redirected to a page where you can sign up for AdWords. Enter all required information. Now that you have both accounts, you're ready for all the other lessons in this e-book. 8

9 Chapter 1: Keywords 101 We know you want to start your ad campaigns already and make your business boom. Before we get into setting up PPC ad campaigns, though, there's one step you need to do before starting any ads: researching keywords. Researching keywords is time-consuming, but you don't want to start any ad campaigns until you know the exact keywords you'll use. You'll save time in the long run as well since you won't have to constantly adjust your ads and waste money bidding on keywords that don't work for you. Take the time now to build your keyword list, and make the process of creating ad campaigns much easier on you. Keywords aren't just valuable to organic SEO. If you want your ads to show up on Google's search engine when someone uses a search term related to your business, you'll need the right keywords for your ad campaigns. In this chapter, you'll learn effective ways both free and paid to search for those rich keywords and build your keyword list. Go through the following methods and use ones that you think will benefit you the most. 9

10 How to Build Your List of Keywords for Your Ads Method 1: Researching Your Competitors' Ads To start off the list of keyword research methods, researching your competitors' ads is a fantastic way to get a peek at what your competitors are doing for their campaigns. What keywords are they using? What do their ads look like? How did they design their landing pages? You can get tons of information about your competition simply by browsing through ads. Here's the single step you need to start weeding out the best keywords for your ads just from researching similar ads: Use Google search and search for keywords that prospects would enter in the search field, such as 'kids party entertainer.' Once the search results come up, make sure you only pay attention to the ads at the top and on the side. The other search results are organic searches. We're focusing on creating effective ads for your business, so you want to pay attention to the ads only. 10

11 If you see a lot of ads for the keyword you searched for, that's a sign of a great keyword. Add it to your list. Sometimes, you'll find ads that don't relate to your business at all. For example, you may find ads for kids' party supplies if you search for 'kids party entertainer.' Even if you see ads that don't directly relate to your business, they are still your competitors. You want to pay attention to these guys, too, and see what you can do to make people want to click your ads instead. Anyone using the terms you plan to use are worth looking at; you're competing for keywords and clicks after all. Go through each ad and landing page for the keyword you searched for. Make sure you read the ads and pay attention to ones that pop out at you. Ask yourself these questions as you analyze each ad: Why did this ad attract my attention more than the other ads? 11

12 How do these ads differ from one another? What can I do differently to make me stand out from the crowd? How can I improve this ad to make it better or more appealing? What are these ads missing that I can use in my own ads? Make notes of any thoughts or ideas you have to make your ads better than your competitors. Research Tip: Pretend you're a customer searching for party entertainers (or whatever search terms you're using). Pay attention to your browsing behavior. What ads are more appealing to you as a customer? Why are they more appealing to you, and why did you click those ads over other ones? Get an idea of how you browse ads as a customer, and you can get insight on both your competitors and your target market's behavior. Make notes of your customer behavior and apply what you know to your PPC ads. After completing your ad scavenger hunt for one keyword, search for another keyword that you think a potential customer would look up. Repeat the process again, and look at the new ads that appear in the search results. If you see the same ads, make a note of the keyword because that's a sign that your competitors are using these keywords to get found. And that means it's a valuable keyword for you. This is an important method that you should apply. Knowing your competitors is vital to your business. You want to know what they're doing 12

13 to get found by their target audience. This isn't a method that you do once: Continue applying this method as long as you use PPC ads to bring you business. Method 2: Google AdWords Keyword Planner Tool Google AdWords Keyword Planner Tool is a free resource that you can use to find keywords for your ads. You need a Google AdWords account to access it. If you already have an account, you're all set! To access the tool, sign into your account, and find the 'Tools' menu at the top. Look for the Keyword Planner Tool and click on it. You'll be redirected to the page where you'll be able to search for keywords. Here are the steps to use Keyword Planner: 13

14 1. Select the option 'Search for new keyword and ad group ideas.' Once you click on this option, a form will appear that you need to fill out to generate keywords. 2. Enter search terms that you think people are using to find your business. If you have a website or a landing page, you can enter the URL. 3. After entering the information, click on the 'Get Ideas' button. All data related to the information you entered will appear, such as average monthly searches for the keywords you entered as well as relevant keywords. Once you get on the results page, you'll notice that there are two main tabs: ad group ideas and keyword ideas. The ad group ideas tab shows you the ad groups for certain terms. For example, there are 25 ads in the ad group for 'Children Entertained.' In that ad group, there's a list of keywords that are associated with that ad group. On the far right side, you'll see the option to 14

15 add the ad group and the keywords to your plan. If you find an ad group that you think will help you with your campaign, add it to your plan. Explore the ad group ideas and the keyword ideas tabs. Add any keywords to your plan or take note of any keywords you think will work with your ads. Keyword Planner Mini Lesson: The column for competition has different ranks: high, medium, and low. Competition gives you an idea of how many vendors are competing for the same keyword. Although some may think it's better for keywords to have high competition, you should consider which keywords would work for you. For example, 'childrens party' is a broad keyword with high competition. It's better if you choose a more specific keyword since your ads will be more effective. If you used the 'Add to plan' feature, you can easily download all the keywords and the data associated with it and save it on your computer. Here's how to do that: 1. Once you've added all keywords you want on your plan, click on 'Download.' 2. Choose the file type that you want to download; e.g., Excel CSV. 3. After the download has completed, open the file. Now you don't have to lose any great keywords or return to Google AdWords Keyword Planner to search for keywords. With this spreadsheet of keywords and other information, you can use it any time when you're 15

16 creating ad campaigns. You can also take time to delete any keywords from the sheet that won't help you. For example, any keywords that have low monthly searches won't do much for your business. You can get rid of those to clean out your spreadsheet. I would recommend keeping keywords that have at least searches per month. Method 3: Paid Keyword Research Tools You have your free versions for keyword research, and then you have your paid versions. We'll go over two paid methods that you can find keywords in this section. Fiverr Fiverr.com is a website featuring services from different sellers starting from $5, and services include keyword research. You can find a seller who offers keyword research for a very low price. All you need to do is enter 'keyword research' in the search bar and browse through the freelancers. Carefully read the profiles, feedback, and services for every seller you're interested in before you purchase a gig. Even though most services are $5, that small amount of money can add up. Do your research and find someone you think would be right for the job. You can also use other freelance sites, such as Upwork and Guru, to find professional keyword researchers you can hire. 16

17 A word of caution when hiring freelancers: You may not get the best keywords. Keyword researchers only search for keywords that they think you're looking for; they won't always get the keywords that will work with your ads 100 percent. You're the one who knows your business the best, so keep in mind that not every freelancer you work with will give you the most effective keywords for your campaigns. You can hire someone to do the research for you, then double check the keywords yourself. Make sure you give the freelancer a detailed briefing of your business to ensure that they understand what it's about and what you're looking for. 17

18 Market Samurai Market Samurai is another tool that you can use to find keywords. Here's how to use Market Samurai: 1. Enter the keyword and region in the appropriate fields. If you don't want to search for keywords in all countries or territories, remember to choose a specific location. 2. Once the results come up, delete any keywords that don't fit what you want. You can then export the keywords you want and download a spreadsheet for the list, just like you would do with Google AdWords Keyword Planner. Choose a method that fits you, or combine any methods that suits your taste. I do suggest that you do search for keywords yourself. You're more likely to find the right ones if you do it yourself. You can take a break from reading this e-book, do your keyword research today, and start the next lesson later today or tomorrow. The next lessons will require you to know the keywords you want to use. 18

19 Chapter 2: Google AdWords Basics This is what you all have been waiting for. The e-book is focused on PPC ad campaigns for entertainers, so I know you want to dive right into it and create your own ad. You have your list of keyword and already have your Google AdWords account, so you're ready to go on the next step. There are a lot of little steps, but creating a new ad is simple. Once you get the hang of it, the process will be second nature to you. Let's start the lesson! Lesson 1: Setting Up Your First Ad I want to show you how to create an ad from scratch in this lesson. For those who already have ads running, you can follow these steps to improve current ads or create a new one that you want to test. Here are the steps for setting up your first ad: 1. Log in to your Google AdWords account, and select 'All Online Campaigns.' Then, select the Campaigns tab. 19

20 2. Click on the bright red 'Campaign' drop-down menu and select 'Search Network Only.' 3. Enter a name for your campaign. 4. Select 'Standard' for Type. 5. Uncheck the box for 'Include search partners' in the Networks section. Search partners are other search engines. Google gives you the option to show your ad on other search engines. But we're focused on Google now, so that's why you should uncheck the box. Also, you'll save money by narrowing down to only one search engine for your ad campaigns. With 20

21 more than one search network, you'll burn through your budget faster since you'll get more clicks. 6. In the Location section, select the 'Let me choose' option and choose which area(s) that fit your business the best. If you want to focus on your local area, choose that location. If you want to see location details for a city or other area on a map, choose the 'Nearby' option. 7. Next, choose the option 'AdWords will set my bids.' 21

22 Then, enter your budget per day. Start with $10 per day. It's a safe zone for your wallet, especially when you're new to PPC ad campaigns. Avoid choosing any additional features to include in your campaign, such as your address or phone number. Keep in mind that you're testing out your ad campaigns at the moment; you can go back later to add the information when you've got a winning ad campaign. 8. After you've filled out all necessary fields, click 'Save and Continue.' You'll be taken to the 'Create an ad group' page. This is the page where you'll finalize your ad appearance. 22

23 9. Type in the ad group name. 10. Enter all other required data. Make sure to remove the ' part of your Destination URL since it's already set for you. You can use the ad examples on the right side to get an idea of how you should create your ad. Also, once you've entered all necessary information, 23

24 your ad will appear in the 'Ad preview' on the right side. You can edit the information as needed and use the ad preview to adjust your ad. 11. Next, copy and paste all keywords you want to use in the box provided, or type the keywords instead. 24

25 12. Save your ad group. You'll then be redirected to the Google AdWords dashboard. You'll see your ad listed under All Online Campaigns. You'll also see a green dot next to the ad you just created, which means that the ad is active. Hover over the green dot to make sure that the ad is enabled. If you ever need to edit your campaign, click on the ad title to view the settings. You should also check your settings from time to time to make sure everything's in order and functioning the way you want it to work. Lesson 2: Testing Your First Ad Campaign Congratulations, you've made your first ad campaign! The next step is to test its effectiveness, which you'll test right away after 24 hours. Once you've made your ad live, you should get results within 24 hours; if you don't, that's your cue to adjust your ad and figure out what you need to fix. Here's the step-by-step guide to test and edit your ad campaign: 1. Log in to your AdWords account after 24 hours. At the top right corner, there's a drop-down menu with timeframe options. It's automatically set to 25

26 'last 7 days.' Click on the menu and choose 'Today' to view the current data for your ad campaign. 2. Click on the Keywords tab, then click twice on the Clicks column. This will put all keywords in order from highest to lowest clicks. 26

27 3. Look over the data under the Avg. CPC (cost per click) column. See if the costs per click is too high for your budget. For example, $2.49 is too high for a $10 per day budget. 4. Select the Settings tab and go to the Bid Strategy section. When you first created your ad campaign, your Bid Strategy was set so that AdWords would automatically manage your bids. Now, it's time to change the settings so that you can manually set your bids. Choose 'I'll manually set my bids for clicks.' Click the 'Save' button. 27

28 5. Go back to the Keywords tab. For any dollar amount you'd like to change under the Max CPC column, click on it and edit to any desired amount. I recommend setting each dollar amount to $0.80, which will help you test out keywords and keep your budget in check. Lesson 3: Adding More Ads for Testing Although you can get some workable data by checking on your first ad campaign every 1-3 days, you'll get much more information to work with 28

29 when you have more than one ad running. You try out different landing pages, keywords, and other methods to see which ads would be better for your business. You don't have to go all out in the beginning and run 10 ads at the same time; adding one more ad is more than enough to give you valuable insight to work with. So when do you create another ad? If you notice that the CTR or clickthrough ratio for your first or current ad is lower than 3.5, you should consider creating another ad that's worded differently. To create a new ad, follow these steps: 1. Click on Campaigns on your Google AdWords dashboard. Then, click on the '+ Ad' button to add a new campaign. For your new ad, create one that has a call-to-action message. One format is to have a question that addresses a 'problem' the customer has as the 29

30 headline for the ad. Then, provide the 'answer' to the 'problem' in the Description section. Here's an example: Headline: 'Want a stress-free birthday party?' Description: 'Secure your preferred party entertainment date now.' 2. After filling out the fields, save your ad. Go to the ad that isn't doing too well and click on the green dot. Select the 'Pause' option to stop the ad. Let your new ad stay active for at least a week before you revisit it and check the stats. Edit your ad as needed or create more ads to test out which ones perform better. At this point, when you're creating multiple ads, you can test them at your own time and see how they're doing. Make sure you 30

31 don't go crazy with creating ads; pace yourself, and your business and wallet will thank you! Rotating Multiple Ads Since we're on the topic, let's talk about managing and rotating multiple ads. You now know how to create another ad any time. Three ads is a great starting point when you want to have more than one ad running. With several ads running, you can compare and see have an ad competition going to see which one performs better. As mentioned before, it's a great way to get more insight on your campaigns and optimize your ads. Since you already know how to create more ads from the previous step-bystep guide, the more advanced step that you should take next is rotating your ads. Let me walk you through the steps to do that: 1. Compare the CTR and conversion rates between your ads. Note that the ad with the most clicks does not mean it has more conversions. Clicks are good, but you want to pay attention to the conversion rate. That tells you the ad is actually working and getting more prospects into your inbox. (However, Google prefers the ad with the highest clicks since they're focused on making a profit.) 2. Click on the Settings tab and find the Advanced Settings section. Look for 'Ad delivery, Ad rotation, frequency capping' in blue and click on the Edit hyperlink. 31

32 3. Choose the 'Rotate evenly' option. This will rotate your ads evenly for at least 90 days. You can give each of your ads a good amount of time to be displayed before you optimize your ads and change the settings again. You can play around with the settings later, but choose 'Rotate evenly' before and gather more date before you do so. Lesson 4: Setting Up Conversions Of course, setting up your ad campaigns isn't the only part of the equation. You want to track your success, too, and not just by how many clicks you receive for each ad. I'll show you how to set up conversions to track conversion rate for your ads. 1. Sign in to your Google AdWords account. Click on the Ads tab. 32

33 2. Click on an ad to be redirected to the landing page associated with the ad. Click on the 'Tools' option at the top of the page and select 'Conversions' from the drop-down menu. 3. Choose '+ Conversion' and type in a conversion name for the ad. It's important to label the conversions so you can track the conversion rate easily if you're tracking conversions on the same site. Then, choose the source for the conversion; e.g., Webpage or calls. Click 'Save and Continue.' 33

34 4. This step includes several different parts: i. Don't assign a conversion value for the 'Conversion value' section; you won't need to assign one for a while, or you may never have to assign one. ii. Set the Conversion Window to 30 days. Sometimes, prospects visit the site, leave, and come back at a later date. With a 30-day window, 34

35 you can still track that prospect as a conversion within that timeframe. iii. Choose the right Conversion Category, such as Lead. iv. Put HTML as the Markup Language. 5. Choose 'Add a 'Google Site Stats' notification...' to inform visitors that you're tracking clicks and webpage activity. Note: If you do not choose this option, you'll have to inform your visitors in the privacy policy on your site or elsewhere that you're tracking their activity. Click 'Save and continue.' 35

36 6. Choose the option 'I make changes to the code,' unless you have someone else handling your site maintenance duties. Highlight and copy the code provided. You can send the code to the person managing your site if you don't do it yourself. 7. Paste the code on the page that prospects are redirected to after they submit their contact information. For example, if you have 'Thank You' page or 'What Happens Next?' page that comes after someone submits their contact form information, you would place the code in that page. Paste the code in the Text part of the post editor in WordPress. 8. Once you've added the code to your page, go to your Google AdWords dashboard. You'll see a new column that's been added for Click Conversion Rate. This column shows you how many clicks are turned into conversions. For example, you can get 50 total clicks, but only 15 become conversions. 36

37 Conversions are important to track. You want to know how your ads are doing and compare the conversion rates between your ads to see which ones are doing better. You're focusing on how much business your ads can bring you, so the conversion rate is a vital piece of information that you can use to measure your success. Bonus: More About Keywords when Using Google AdWords We went over keywords in the first chapter, but there's more to keywords than what was discussed. With Google AdWords, you'll find out more information about keywords that can help you with your campaign. Let's go over the different keyword features in AdWords: 37

38 1. Suggested Keywords from Google Early on in your first ad campaign, Google will suggest keywords that you can use for your current or present ads. You'll see a notification in the top right corner of your AdWords dashboard. Click 'View all.' You'll see a list of ad groups with suggested keywords. Click 'View' for any group that you interests you. If there are any relevant keywords, click 'Apply.' 38

39 Most of the time, though, you won't find many relevant keywords. You can ignore this notification, too, if you're not interested. To do that, just click 'Dismiss.' It's a good idea to check it anyway in case there are valuable keywords you've missed. You should also check the keywords that you already have and make sure they're performing well; if not, remove them. 2. Match Type Keywords Want to optimize your ad campaigns even more and get more clicks? Match type keywords are your friends! These keywords are exact search terms that people look for when they're searching for your business. These terms are also similar to the keywords you used for your campaigns. To use them to your advantage, here are the steps to do so: 1. Go to your AdWords dashboard, and click on the Keywords tab. You can choose keywords by selecting the box next to them or select them all at once by clicking the box in the top left hand column. 39

40 2. Click on 'Edit,' then select 'Change match type.' 3. From here, you can choose from various options to change match type from one setting to another. Select 'Broad match' to start, and you can choose 'Phrase match' for the second option. You can play around with the options to see which fits best for your campaign. 40

41 3. Negative Keywords Negative keywords are the words you don't want associated with your ad. When you access the list of negative keywords, Google will already have a list of them for you. You can then manually add keywords that you don't want to the list, which I'll show you here: 1. Go to the Keywords tab on your AdWords dashboard. Scroll to the bottom of the page until you find 'Negative keywords' in blue. 41

42 2. Click on 'Negative keywords,' and it should expand to reveal a list of keywords and other options. Under 'Campaign level,' click the Add dropdown menu. Select 'Add keywords' to include words to the list you don't want associated with your ad campaign. 42

43 Chapter 3: Landing Pages Landing pages deserve a whole chapter of their own. Why? These pages are even more important than the ads you've created. Ads put your business in front of your target market, and that is indeed valuable and helpful to your success. But the key to encouraging your prospects to click on that 'Get a Quote' or 'Contact' button is your landing page. If your landing page isn't customer-friendly, you can say goodbye to those prospects. They won't stick around on your page for long. Consider your landing page as the second, yet most important, step to getting contact information from your potential customers. I want you to succeed in your business, and that's why I want to share the 'secrets' I've discovered to create an effective, successful landing page that makes people want to contact you. Let's start the lessons! Lesson 1: Creating a WordPress Website in Five Minutes Say goodbye to extra expenses you have to pay to outsource your webmaster duties! You don't have to hire a professional website builder because you can build a fantastic WordPress website in just five minutes. Not only do you save money that you can use toward your ad campaigns, but you also get complete control over your website. You can make any changes or add anything you want in a snap since you don't have to wait for someone else to do it for you. 43

44 At MagicianBusiness.com, we've provided a free guide that shows you how to build a WordPress website. You can access the page here: We also provide other WordPress guides here: Get to know your WordPress website by following these guides. To kick off the Landing Pages chapter, I highly suggest you take complete control over your website. If you don't have one, this is the perfect chance to get in control now and avoid hiring others to do the webmaster work for you. You can even pause reading this chapter right now and create your WordPress website before you come back to this e-book! That's how fast this process will take. Once you've created your website, you can continue on and learn how to create landing pages that will get raise your conversion rates. Lesson 2: How to Set Up Your Landing Page for Success In this lesson, I'll show you the formula that I use to make my successful landing pages and increase my bookings. Here are the steps to creating a successful landing page: 1. On your Google AdWords dashboard, select 'Campaign.' Choose an ad, and hover over it. Click the drop-down arrow next to the pencil icon. Select 'Copy and edit.' 44

45 Note: If you click on the Edit option, you might delete all your ad information, which isn't what you want to do. The Copy and Edit option creates a copy of the ad and saves the original. You can run both ads with different landing pages and test their performances to see which is better. 2. You can edit any text for the ad copy. Make sure you change the URL to the desired landing page. Remember to get rid of the ' in the URL. 3. Make sure the text from your ad is the same on your website. For example, if you have 'Children's Party Entertainer' on your website, but you have 'Children's Party Magician' on your ad, you should switch them and use the headline from your ad on the landing page. 45

46 4. On your landing page, include a one-liner below your headline that tells visitors what you do. You don't have to make it complicated or long. One line can satisfy some people and encourage them to contact you. Also, make it easy for your prospects to contact you. 46

47 Landing Page Success Tip: Give your prospects options. After your headline and one-liner, add a Get a Quote button, a contact link, or another way for people to contact you. Some people want to contact you right away because they already love your landing page. But there are also some potential customers who want to take time and explore your service. Give the people what they want, and add a page describing your service or add videos and testimonials on your landing page. Make your landing page attractive, too, and add images that represent your service and your entire brand. Also, include a contact button or link throughout your landing page. Avoid cluttering your landing page with the button or link. Space them out and give people the option to contact you anywhere on your page. 47

48 Lesson 3: Tracking Your Landing Page Conversions Naturally, you want to see how your landing pages are doing, just like your ads. AdWords is your friend when it comes to comparing landing pages, so here's how to track your landing page conversions: 1. Compare the Clicks and Click conversion rate data to determine the performance of each landing page. 2. Take a screenshot of your dashboard, and make sure the screenshot takes an image of all the data associated with your ad campaigns. Save the image for future data comparison. 3. To change the landing page for your ads, copy and paste the URL of the new landing page. Go to the ad you want to change, and click on the pencil icon to edit. Delete the ad by selecting 'Yes, I understand.' Although the data will be lost, you still have the screenshot. 48

49 Paste the new URL in the right field. Remember to remove the ' part. Click 'Save.' After 20 days, check the Clicks and Click Conversion Rate stats. Compare the data from the screenshot to the data on your AdWords dashboard. See if you need to edit any ads or adjust them. Over time, continue improving your ads and landing pages to increase your conversion rate. It's an ongoing process. As long as you're in the business and you're using PPC ads, keep making your ads and landing pages better. 49

50 Chapter 4: Using AWeber to Boost Your Business Many people create their own contact pages on their websites. For example, Jane has a WordPress website and uses a contact form plugin to build her contact page. Although that's one way to get information from your prospects, there's a more efficient way to set up your contact form: AWeber. AWeber is one of the popular marketing tools on the market. What's great about this tool is that it allows you to create a contact form, follow up messages, series, autoresponders, and much more. On top of that, AWeber provides tools for you to track your success with any of your lists. For example, you can track subscribers or see which contact form is converting the most. Keep in mind that AWeber is just one way for you to create a contact form and track it. If you're interested in using AWeber, the company currently has a 1-month free plan that you can try out. Click on this link for more information:

51 Once you create your AWeber account, you can follow the lessons featured in this chapter. Even if you're not sure about using AWeber, you can still read through the lessons and see if it's something you'd like to try. Lesson 1: Creating a New List After creating your account, you can start building your lists right away. The first step is creating a new list for your bookings and inquiries from your site. This lesson will cover how you can do that, and here are the steps: 1. Log in to your AWeber account and access the dashboard. Click on 'Create and manage lists.' Select 'Create a list.' 2. Fill in all the necessary details, then click on 'Next Step.' Enter a name that's appropriate for your list; e.g., Master Bookings Schedule. 51

52 3. Click on the 'Next Step' button. You'll be redirected to a page titled 'Approve Your Confirmation Message.' This message is sent out when someone shares their contact information, such as an address. However, this is irrelevant to our purpose. But you still have to go through the process; we'll remove the message in a future step. First, select a subject from the drop-down menu. Then, click 'Approve Message.' 4. Your new list has been created! At the top of the page, you'll see 'Current List' and the name of your new list right after it. You'll also see the blue hyperlink 'Create and manage lists.' Click on that hyperlink. 5. You'll be redirected to the list of all your groups. Click on the list you just created. 52

53 6. Here's where we delete the confirmation message setting. Click on 'Confirm Opt-In' on your settings dashboard. 7. At the bottom of the page, click on 'Off.' Then, click 'Yes' to confirm the selection. Click on 'Save Settings.' 8. Next, select 'Basic Settings.' Click 'Personalize Your List,' then click 'Please Upload Your Logo' to upload a logo. You can also add a logo to each manually. 53

54 Note: If there's someone else you'd like to receive s when a visitor submits their contact information, you can add the person to your AWeber account under 'Notifications' in Basic Settings. 9. In the Signature box, include your contact information such as a phone number, address, and website. Your signature will appear in every that is sent. After that has been completed, click on 'Save Settings.' Lesson 2: Creating Your First Follow Up Message Autoresponders are excellent tools to use to keep communication open and constant with your customers. These automated messages also keeps your business fresh in your customer's mind, and you're more likely to increase your bookings. After prospects or current customers have submitted their filled out inquiry form, you want to give them that 'closure' and send them a follow up 54

55 message. That's what we'll do in this lesson: create your first follow up message in AWeber. Steps to Creating Your First Follow Up Message 1. Go to your AWeber dashboard and click on the Messages tab. Select 'Follow Up Series.' 2. Click on the green button labeled 'Create Your First Follow Up.' 3. You can choose a template for your message or you can entirely customize your own message after clicking 'Cancel.' 4. If you're clicked inside the text box, you'll notice that the bottom part of the toolbar is grayed out. Click outside the text box to make it appear again. 55

56 5. Enter a subject line for your follow-up message, such as 'Your Upcoming Party.' 6. Enter your personalized message after the 'Hi First Name' line. 7. If you want to add images, such as your logo for the header image, drag and drop the 'Image' icon in the toolbar to any area of the text box. Then, on the right side, you'll see the option to upload an image or select a picture from the image gallery. Select either option, and the image will appear where you've placed the Image icon. To be on the safe side, if your image doesn't appear in the customer's due to their settings (e.g., not using HTML), enter a descriptive line in the Image Alt Text box on the right side. This box will appear after you click on 56

57 the image. If the image doesn't show up, this text will appear instead. It's better to have something there instead of an empty image tag. 8. After you've completed customizing your message, click 'Save.' Then, click 'Next.' Click 'Save and exit.' You'll be redirected to the Follow Up Series page, and you'll see your follow-up message. The message should be set to 'Send Immediately.' When you hover over your Follow Up Message, you'll see the options to edit the message, send a test , delete the , and copy the . If you ever need those options, go ahead and use them. It's recommended that you send a test to yourself to see how your shows up; you can make any changes after seeing the test . You also get to see two important stats for your follow-up message: spam score and opened. If set to zero, the spam score means your message goes straight to the customer's inbox instead of their spam folder. The opened stat shows you how many people opened your . Lesson 3: Creating More Follow Up Messages Your first follow up message has been created, so now you can build your series and continue contacting your prospects after they've submitted their information. The lesson here can only be applied to messages that come after the first follow up you created. You'll see why in the lesson, so let's get started: 57

58 1. Create a new follow up message by following the steps from Lesson 2. This second message that you're creating should be written to follow up with the first message. In the first follow up message, you've already described that you've received the client's contact information, provided information about your entertainment services or packages, and any other information. Now, the second message is to follow up with the client again and ask them if they've received your first message. You can let them know to check their spam folder to see if the message was sent there instead of their inbox. You can include anything else in the message as well, but make sure to keep it short. The second follow-up message is used to keep your business in front of your prospects. You don't want them to forget about you, right? 2. For your second message, make sure you use the same header image. This helps keep branding consistent and makes your s stand out. If you use a different image for each , it can confuse the prospect. Consistency is key here. 3. After you've completed customizing your second message, click 'Next.' You'll be taken to the Settings page. 58

59 4. Choose when you'd like the second to be sent after the first message. I suggest sending it within 1-2 days; that way, you can stay above your competition and still be fresh in the prospect's mind. 5. Next, select 'On' for Send Window. Choose the days of the week and times for the second follow-up to be sent. For example, if you don't work on weekends, exclude weekends. If you're available to answer s every day between 8 a.m. to 5 p.m., select the option to send the in that timeframe. 6. Click 'Save & Exit' button. You'll be sent to the Follow Up Series page. You'll see your second in the series as well as the timeframe you set for the message to be sent out. 59

60 Now you know how to create more follow up s and how to schedule them. You can create multiple messages over time and include them in your series. For instance, one of my follow up s is sent out one year later after customers have tried my entertainment service. I basically ask them if they have another event coming up and if they'd be interested in using my entertainment again. The difference between the follow up messages after the first one is that you can set the time when you want them to be sent out. The first message in the Follow Up Series is always sent out immediately. You can test out the best times to send out the messages and play around with it. For example, you can set up two different landing pages, lists, and follow up series and test out which one does better. Lesson 4: Setting Up Your Inquiry Form and Thank You Page with AWeber Creating an inquiry or contact form is crucial for your website. Although you can set up a contact page with your address and phone number, an inquiry form provides convenience for your prospects. They can just 60

61 quickly submit their information and wait for your or call. Since they're already on your website, providing a form they can fill out is much simpler and less time consuming. For my business, I do provide my number on my website, but I don't put it on display. I prefer to provide the inquiry form upfront. At the bottom of the contact page, I do provide more contact information. I want to keep track of my subscribers, though, so it's better for me to use a contact form for all bookings. In this lesson, I'll show you how to create your inquiry form using AWeber, add it to your site, and prepare a Thank You page. Here are the steps: 1. Log in to your AWeber dashboard. Make sure you've selected the list you want to work with. Then, select the Sign Up Forms tab. Click on the Create Your First Sign Up Form button. 61

62 2. On the left side of the templates displayed, click on Popular, then click on Basic. 3. Click 'Load Template.' Edit the content and remove or adjust any feature by hovering over it to resize or click on the X symbol to delete it. 62

63 4. If you want to add more fields (which you certainly do!), click on the Create A New Field button on the left side. You can create more fields here, such as asking for the a child's name if you're doing kids' parties. Enter Label for the fields you want to add. Messaging Tip: Make sure you ask for names, even if it's just the booker's name. When ing back and forth, using the name in your messages makes it much more personal. And that puts you ahead of your competition. 5. Click 'Show' to open the drop-down menu. Select the type of input field you want for the label. For example, you can add a text field or a date field. 63

64 6. Enter the value for the information fields to ensure you get the correct input from the prospect. For example, in the Birthday Child's Name field, you can put 'Please enter the birthday child's first name here.' Have fun with the value information; you can make the text more fun and less professional-sounding as long as your prospects can still understand what you mean. The value will disappear when your prospects type in the information in the fields. 7. If you want to make any of the fields required information, check the box or leave the box blank. 8. Click 'Save Your Form.' You'll be redirected to the Basic Settings page. 9. Enter a form name for your contact form. 64

65 10. You'll be asked to set a Thank You page, and this is important. Your Thank You page will be on your website, so it can be titled 'What Happens Next?' or simply 'Thank You!' This is a great way to keep your prospects informed and give them that 'closure' after submitting their information to you. To select your Thank You page, click the drop-down menu, and select 'Custom Page.' Copy and paste the URL to your Thank You page in the field provided. 11. Another field you'll be required to update is the 'Already Subscribed Page.' When prospects first submit their information to you, they're automatically subscribed to your list. Let's say you work with a client several times a year, and they use your contact form each time to submit their information to you. However, since their information has already been recorded, they'll be redirected to a page saying that they're already on the list. You definitely want to create a custom page that you can link to in the Already Subscribed Page field. AWeber has a basic page that will tell a repeat customer that they're already subscribed to the list and can't subscribe again. That's like meeting a dead end, and you don't want to create any dead ends for your customers. A custom page with a personal message and your contact information, including your phone number, is an ideal alternative to the basic page. 65

66 12. Click 'Save Your Form.' You're done! Message Tip: For the second follow up message, you can personalize it by going to the Messages tab on your AWeber dashboard and clicking 'Edit' by hovering over the message. In your subject line, you can personalize it by clicking 'Personalize.' Then, you can include which type of personalization you want. For example, if you asked for the birthday child's name in the contact form, you can choose the 'Birthday Child' label and place it in the subject line like this: '<Birthday Child's Name>'s Birthday Party Entertainment.' This makes the message more personal, and prospects are more likely to click on your . Bonus Lesson: How to Manage Inquiries from Multiple Sources Sometimes, traffic to your site and inquiries from prospects don't come from your ads. This is definitely true for entertainers who list their services on directories, ad sites, and even blogs. For example, if you're a magician for children, a listing on a children's party ideas site wouldn't be out of the norm. When potential customers come through other sources besides your ad campaigns, you want to know where they're coming from, right? To optimize your business and continue improving it, you should know where even referrals come from. By tracking traffic from other sources, you'll 66

67 discover more about your customer's behavior, such as the keywords they used to find your listing on another source. With AWeber, you can easily track and manage these sources and the traffic and inquiries that come from it. Simply follow the steps below: 1. Log in to your Google Analytics account. If you don't have one yet, this e- book has an extra chapter toward the end that shows you how to set up your Google Analytics account and an overview of Google Analytics. 2. On the left-hand side, look for the Acquisition and click on it. Then, click on 'All Traffic.' 3. Look through the list to see if there's any source that says 'referral.' Those are the ones that you want to check out. Look at the stats with the referrals. 67

68 See if the visitors are qualified leads. You can tell if they're qualified just by the average time spent on your page. With referral sources, you can create a sign up form just for people from these sources and make it more personal. Before doing that, though, make sure you have a separate page for the audience from the source on your site. For example, I have a listing on Netmums, and I sometimes get referrals from there. I link to a page on my site just for Netmums even with a 'Welcome Netmums Mum' headline so it's more personal to them. I also include a few 'Get a Quote' buttons on the page and link them directly to the contact form, which is what you'll learn how to create now. Here are the steps: 1. Log in to your AWeber dashboard and click on the Sign Up Forms tab. Choose the form you'd like to copy. Hover over it, and click on the 'Copy' 68

69 link. This will serve as the basis of your contact form for the referrals; you'll edit it later. 2. Click 'Go to Step 2,' and change the name of the form. You can use the source as the new form name. 3. Click 'Go to Step 3,' then click the Sign Up Forms tab to look at all your forms under one list. Next, you'll learn how to measure and track subscribers and conversions with AWeber. Lesson 5: Tracking Your Subscribers with AWeber 69

70 As you can see, tracking is important when it comes to using PPC ads and other methods, such as marketing. The more information you gather, the more you can optimize your advertising and marketing. Tracking can only benefit your business. In this lesson, I'll show you exactly how to use AWeber to track your subscribers with any sign up form you create. Here are the steps: 1. Make sure you've created a new Sign Up Form before you do the following steps. Also, you'll need a new page on your site for the custom contact form for the service you're providing. For example, if you're targeting referrals from a specific source, you'll need a contact form and webpage dedicated to those referrals only. It's just like how I did it with my Netmums referrals. 2. Go to your AWeber account, and click on the Sign Up Forms tab. Go to the form you'd like to add to your sales funnel or webpage. Hover over the form name and click 'Edit.' 3. You'll see your form on the next page. Click on 'Go to Step 2,' and you'll be taken to the Basic Settings page. Then, click on 'Go to Step 3.' 4. Click on the 'I Will Install My Form' button. 70

71 5. Select the JavaScript Snippet, and copy the code. The HTML version is long, so save yourself time and choose the JavaScript version. 6. Go to the new contact page you've created on your site, and go to the text editor. If you're using WordPress, click on the 'Text' tab in the text editor. Paste the code in the desired area. If you have a message before the contact form, paste the code after the message. Click 'Publish' or 'Update' if you already published the page, and view your new page and contact form. 71

72 7. Copy the contact page URL and link it to the contact button or image on the landing page. Update the page. Now you have a brand new contact page for a certain group of people from your target market! 8. Go to AWeber dashboard and click on the Subscribers tag. Make sure you're in the list that's associated with your new sign up form. You can check this by checking the Current List at the top left corner of your dashboard. As people submit their contact forms to you, the number of subscribers will increase, and this is a great way to measure how your pages are doing. 72

73 Lesson 6: Testing Your New Page and Sign Up Form Testing your new page and sign up form is essential. For instance, if there's a bug in your sign up form where your potential customers can't contact you, that means you lose out on business. All the lessons in this e-book are designed to help you get more business, so losing out on it will defeat the purpose, right? That's why, in this lesson, you'll learn the steps to test out the vital components of your advertising efforts: your landing page and the sign up form. Test out the pages by following these steps: 1. Test your inquiry form by starting at the source of your sales funnel; e.g., my Netmums listing. Click on the URL you've put on your listing. 73

74 2. On the webpage, click on the contact link or button that has linked to your new sign up form. Fill out the form, and go through it to see if there are any mistakes you may have made when creating the form. 3. Check your to see if the first follow-up message you created was sent immediately after you submitted your form. 4. Go to the 'Subscribers' tab on your AWeber dashboard. Check if your test inquiry was recorded and you're listed as a subscriber. 74

75 5. Click the down arrow next to the name to reveal the filled out contact form. In the 'Subscription Source' section, you'll find the URL destination where the form was filled out and submitted. 75

76 Tracking Tip: Click on the Sign Up Forms tab, and check out the stats with each of your sign up forms. You'll also see the Conversion Rate percentage, which can help you determine if a sign up form is beneficial or not. You can leave yourself as a subscriber so you can test out your Follow Up Series for any of your lists. However, you can choose to remove yourself as a subscriber since you can't subscribe to the same list twice. To remove yourself from the list: 1. Click on the Subscribers tab. Make sure you're under the list that you've subscribed to as a test. 2. From the drop-down menu, click on 'Manage Subscribers.' You'll be taken to the subscriber page that you accessed previously. 3. Click on the empty box next to the subscriber name. Then, click on the 'Delete' button. 76

77 Chapter 5: Maintaining Your Ads and Website After you've set up your campaigns and basically followed every lesson presented in this e-book, the next phase is to continue maintaining your ad campaigns and webpages. This entire process is ongoing; it's not a one-time deal. Just like your business, you'll always find ways to improve something on your campaigns or website, no matter how small. For the next lessons, I'll discuss how you can maintain your ads and websites effectively. Maintaining Your Ad Campaigns and Website Part One For Part One, start by checking your ad campaigns and website functionality daily or weekly. This process only takes a few minutes, and it's more than worth the time. It might sound tedious, but this is what your competitors are doing. Stay on top of your game and continue maintaining your ads and website. 77

78 For your website, test your contact forms at least once a week. You want to make sure your forms are working properly so people can contact you. If there's a small bug or error in your contact forms, but you don't know about it, you'll only lose bookings and potential clients. One way to test your inquiry forms is to 1. Go to AWeber. 2. Click on the Subscribers tab. 3. Click on 'Manage Subscribers.' 4. Select 'Added in the Last 7 Days.' This will show you how many people are subscribed to your list. If you see a regular pattern of subscribers, that's an indication that your contact form and website is functioning well. You should still go to your site and check on it, though. Also, if your web host is doing maintenance, you should check your website and pause your campaigns to avoid wasting money and clicks. I can't emphasize enough how important it is to check your website regularly! Next is to check and maintain your ad campaigns. You don't want precious money to slip away from you, so it's best if you check your ads daily, especially if you're new to the entire process. You want to ensure your ads are doing well; if not, you should pause them immediately and analyze them. 78

79 For instance, check the Avg. Poss. column for keywords. If it's three or lower for important keywords, that means it's doing well. If one of the keywords is positioned too low, increase the Max CPC rate by at least a few cents or more to bump the keyword to a higher position. If you have any keywords performing poorly, such as showing zero in Avg. Poss., it's time to get rid of them. Maintaining Your Ad Campaigns and Website Part Two Here's another way for you to keep your site and ads in tip-top shape: 1. Search for your website name in Google. If other ads show up, you'll need to bid on keywords to get top spot. You want to get your audience's attention first. 79

80 2. In Google Analytics, click Behavior, then select In-Page Analytics. You can see all the stats associated with this page, such as where people are clicking when they're on your site. You can compare the stats as well, such as the bounce rates between your pages. 80

81 3. Go back to the Google Analytics dashboard, and click on Acquisition. Click on AdWords, and browse through the details provided, such as keywords and search queries. For this procedure, I recommend you do it at least once a month. The processes I've mentioned for monitoring and maintaining your website and ads is necessary. If you want to increase your bookings and enhance your customer's experience when they're on your landing page or website, you need to put in the work. It does take a little dose of care and attention, but you'll get optimal results in the end. Focus on the end result, and work through the lessons and get into the habit of maintaining your campaigns and website. They'll thank you with more conversions and bookings! Getting Support I've walked you through how to do many things in this e-book, even showing you how to maintain your ads and website. But what happens 81

82 when you run into a wall along the way? Maybe you had trouble setting up your ad campaigns. Or maybe your AWeber Sign Up Form isn't showing up on your website. So what can you do to climb over the wall and continue on your journey? Getting help from somewhere else. When you've hit a bump in the road or you're having a technical difficulty, it's okay to ask for help. You don't need to waste hours on end figuring things yourself when you can have your problem fixed in a jiffy. In this section, I want to talk briefly about how and where you can get support. The best place I always go for when I have an issue I need sorted out is Google. I simply search for my problem in a few words and go through the search results. If there are several search results that are related to my problem, I go through them to see if they offer any real solutions. One of the softwares I use for my business and have shared with you in this e-book is AWeber, and they have a fantastic support center. You instantly find answers to your questions at the Knowledge Base or contact them directly here: They even have tutorials and other guides that you can look through. Here's a list of other support centers that you can check out: Web Hosting Problems Blue Host:

83 I recommend using Blue Host as your Web host, but other Web hosting companies will have support systems to help you. Website Problems WordPress: Joomla: HTML, CSS, JavaScript: Google Services AdWords: Analytics: GB#topic= Webmaster:

84 Extra: Using Google Analytics and Webmaster Tools Google Analytics and Google Webmaster tools aren't directly related to Google AdWords. However, they are tools that I want to mention because they can help your business in other areas. Both Analytics and Webmaster provide data about your site that you can use in future advertising or marketing plans. Set them up now, and you'll have more tools to use when you need them. If you don't know yet, here's a brief overview of both tools: Google Analytics: This is a website tracking tool that records most of the activity on your site. From page views to average time spent on your site, Google Analytics gives you a lot of details that will be helpful to your business. Google Webmaster: This tool helps you optimize your site for better performance. Many website owners use Webmaster to help them improve SEO, so you can use it to improve your site and page rank on Google. Lesson 1: Setting Up Your Google Analytics and Webmaster Accounts If you're interested in using Google Analytics or Webmaster or simply want to have the accounts ready to go when you need them, this lesson will show you how to set up and use these tools. 84

85 1. Sign up for both accounts at these links: Let's start with Google Analytics first. Sign in to your Google Analytics account and click on 'Admin' from the dashboard. 3. Under 'Account,' click on the drop-down menu and select 'Choose new account.' 85

86 4. Fill in all necessary details, such as the Account Name, Website Name, and Website URL. When you enter your URL, remember to delete the ' part as it has already been recorded. Here are other steps to do when filling out the fields: For Reporting Time Zone, select your time zone from the list. You can choose whichever options for the Data Sharing Settings. One suggestion is to check the box next to 'With other Google products only' and 'Technical Support' and uncheck the boxes next to 'Anonymously with Google and others' and 'Account specialists.' It's important to have 'With other Google products only' checked since you will be linking to your Google AdWords account later on, so this option allows you to do that. 86

87 5. Click on 'Get Tracking ID.' Read and agree to the terms and conditions. Your Tracking ID will be provided, so highlight and copy it. 6. You can send the code to your webmaster if you've hired one, or you can paste the code yourself. If you're doing it yourself, paste the code. If you're using a WordPress website, go to your Dashboard. On the left-hand side, look for 'General.' At the bottom of the page, there's a Google Analytics Tracking Code box. Paste the code in that box and click save. Other website setups are similar, so you shouldn't have a lot of problem with finding the area to paste your code. You can use Google Analytics support to help you. 87

88 7. You're done with setting up Google Analytics, so let's set up your Google Webmaster account. First, log in to your account. 8. On your dashboard, click on 'Add a site.' Enter your website's URL and click 'Continue.' 9. You have to verify your website before using Google Webmaster. This is to ensure you're the website owner, so it's just for security purposes. There are different ways to verify your website, but the recommended method is to download an HTML verification file, upload the file to your site, confirm the upload was successful, and verify. If you have any trouble, go ahead and call Google's support line. Verification takes about five minutes to complete even on phone, so it's worth the extra step just to make sure your website has been verified properly. You only have to do this process once, so it's a single call to get your verification completed. Another way is to use your Google Analytics account to verify your website. Click 'Alternate methods,' and check 'Google Analytics.' Then, click 'Verify.' Google will go and check the code on your site and confirm that your site has been verified. If any issues come up, I suggest calling your web host and talk to them about the situation. Google may not be much help here, so it's better go call your web host for support. 88

89 Lesson 2: Tour of Google Analytics and Google Webmaster Tools I'd like to break down Google Analytics and Google Webmaster with you and give you a tour of the great, free services that these tools offer. You can explore them on your own time, too. I want to touch on them briefly in this section to give you an idea on how they can help you in your business. Google Analytics Overview To start the tour, log in to your Google Analytics account. On your dashboard, you'll see a huge graph that shows you the traffic on your site each day. You can change the timeframe to check traffic in the top right corner menu. You can also find training guides by clicking the hat under the timeframe menu. On the left-hand side, you'll see various options and features for Google Analytics that you can explore. For example, if you want to see where your visitors are coming from, click on Geo under 'Audience' from the sidebar 89

90 menu. You'll be redirected to a map that gives you a visual way to see where your visitors come from. You can narrow it down and on a region to get more details about that area. From the drop-down menu on the top left corner above the stats data, choose 'Secondary dimension.' This option gives you the ability to check out any other stats or data. For example, click on the drop-down menu, and you'll find a small text box that you can type in. Type 'city,' and you can select 'City' from the search results. Once you click on that, the data will change and show you cities of the region you clicked on as well as the stats associated with each city. Another part of Google Analytics that I'd like to mention is the In-Page Analytics. This option is under 'Behavior' on the sidebar menu. If you click on this analytics feature, you'll be redirected to a page where you'll see your site homepage and be able to check out the various stats on it. Just hover over the buttons on your site, and you'll see the data. 90

91 One last feature I want to mention that you should explore more is Acquisition. Click on this option from the sidebar menu, and click on 'Overview.' This page will give you a general overview of where your searches come from; e.g., organic and referrals. You can choose 'All Traffic' under Acquisition and see where all your traffic is coming from. Again, you can choose the 'Secondary dimension' option from the drop-down menu and search for any element that you want to review, such as 'landing page.' Another helpful option under Acquisition is 'Keywords.' This is a great way for you to check out the search terms that your prospects are searching for, which you can use in your ad campaigns or even organic SEO methods. Google Webmaster Overview Google Webmaster is a great tool to use, especially if you've hired a webmaster. Webmasters want to get insight on your website, so having this 91

92 tool open and available would help the person who manages your site. Although you don't need Webmaster to create or manage your ad campaigns, I still wanted to share this bit of information with you just so you're aware of it. Also, when Google Webmaster Tools is linked with Google Analytics, you'll get more in-depth information in your Analytics data. So Webmaster can be very helpful in this case. Let me walk you through Google Webmaster and two of my favorite areas to play with. Log in to your Google Webmaster account. You'll see your site's Current Status, which basically shows the 'health' of your site and how it's doing. You'll also see graphs for Sitemaps and Search Queries. I want to focus on Search Queries on our tour of Google Webmaster. Click on 'Search Queries' on your dashboard. 92

93 Check out the results to see which search terms show your site in the search results. Since we're focused on ad campaigns in this e-book, keywords are valuable to you. Anything having to do with keywords or search terms associated with your business can be useful. The keywords that show up in the results will also reveal how many impressions, clicks, and other data that are related to those terms. You can note any words that jump out at you and if they'd help you in your ad campaigns. Another neat feature that gives you a better idea of how your site is doing with these search terms is the 'With change' button, which is located at the top before the data table. Click on that, and you'll see green and red numbers on the right-hand side. This indicates how well your site is doing with these search terms. If it's red, you don't want to pay attention to those keywords. If it's green, you may get some value from those terms. The other area I like to play around in on Webmaster is Content Keywords, which you can access when you click on the drop-down menu labeled 'Google Index' on the left-hand sidebar. Content Keywords gives you an idea of how Google sees your website. Google takes keywords from your site, so make sure the keywords or similar keywords are showing up on the Content Keywords page. If not, edit the content on your site so that Google can pick up the right keywords. 93

94 Bonus Tip: There's one more area that I want to mention in Google Webmaster. Go to 'Search Traffic,' then 'Links to Your Site.' This will show you all the links that refer to your site and where people are coming from. Check the links and make sure none are spam links. You can use the filters at the top and explore this section. Lesson 3: Linking Google Analytics to AdWords Although this is optional, linking Analytics to AdWords will help you keep track of your conversions and give you more detailed information overall. Since you've already created your Google Analytics account in Lesson 1, take it a step further and link it to your Google AdWords account. Here are the steps to do that: 1. Go to your Google Analytics, and go to Acquisition, which is located on the left sidebar menu. Then, click 'AdWords.' 94

95 2. Select 'Campaigns,' then click 'Get Started.' 3. Select the account you wish to link under 'Select linked AdWords account.' Then, click 'Continue.' 4. Select 'All Website Data' from the drop-down menu labeled 'View to Link.' 95

96 5. Click on the 'Link accounts' button. A confirmation message will appear, and it'll say that it may take up to 24 hours for the data from AdWords to appear on Analytics. Click 'Done,' and you've completed the process to link your Analytics and AdWords accounts. If you want to go back to Google Analytics, click 'Home' at the top of the page, then click on the website data you want to view. Hopefully, this chapter has given you insight on how Analytics and Webmaster can give you even more data to work with along with your AdWords information. 96