Copyright © 2004 Steve Shaw
One of the common issues that marketers face when using Google
Adwords, is that the use of popups on the target page for their
ad is not permitted. Many Adwords advertisers just completely
remove popups from their web site, which can not only
significantly damage the profitability that results from other
traffic sources, but, as we shall see, it is also not entirely
necessary. This article looks at alternative solutions, which
when implemented can virtually double the ROI (Return On
Investment) for Adwords ads.
It is well recognized that by capturing the visitor's email
address, and then following up with them via an effective
auto-responder campaign, marketers can more than double their
chances of clinching the sale. Popups can be a very effective
way of doing this, often helping to convert 50% of more of
visitors to subscribers.
With Google Adwords however, because popups are not permitted,
you need to look for other ways in which you can maximize the
visitor-to-subscriber conversion ratio, and thereby also
maximize the value you get out of each click-through to your web
site.
Here are three main ways in which you can do this:
1. Set your target page for your ad as a so-called 'name
squeeze' page - this means the whole page you direct them to is
focussed on one thing, to get their name and email address,
following which you can always redirect them to your normal
sales page to try and 'make the sale'. You still need to make
sure of course that your ad accurately reflects your target
page.
As an example of how to do this, let's say you sell cheap
widgets, and your ad is displayed for the keywords 'cheap
widgets'. Write a report or an ebook on 'How To Choose The Best
Cheap Widget' and offer it for free on your name squeeze page,
in return for their email address.
2. Use a special type of popup that doesn't actually display in
a new browser window, but 'hovers' over your existing web page -
this type of popup is not detected by Google (nor for that
matter can they be prevented by popup blocker technology), and
works in a similar way to dynamic menus, which of course are
perfectly permissable. I have been using this type of popup very
successfully for many months in conjunction with Adwords.
You can get a free copy of the software I use by sending a blank
mailto:optinover@takanomi.par32.com.
3. Put popups on other pages - Google does not stipulate that
you should no popups on your web site, only on the target page
for your ad. This means that if your target page encourages
visitors to click through to other areas of your web site, you
can add put popups on these other pages to help capture your
visitors email address.
For example, if you have a long sales letter, try splitting it
up onto two or more pages. Your popup(s) can be placed on any of
the other pages. I use PopUpMaster Pro to ensure that the popup
does not appear if certain links are pressed - this means that
you don't show the popup to visitors who click through to read
other pages of the sales letter or to order, but otherwise (if
they leave your web site) you show them an exit popup to try and
grab their email address before they are 'lost forever'.
Use one of the above methods, and you should find that you
capture the details of many more visitors who click through from
your Google Adwords ad - and by doing this, together with an
effective autoresponder campaign, your return on your ad could
greatly increase too.
About the author:
Steve Shaw creates systems and software for effective
e-marketing. For the technical edge on e-marketing, and to claim
some valuable bonuses, you can subscribe to his popular
newsletter at http://takanomi.com/newsletter.
