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Today's Feature Article
Copywriting With Google's Dynamic Keyword Insertion Tool
Karon Thackston 
Automation is an odd creature. It usually seems, at first glance,
that automating a process can make things easier, simpler and
faster. But oftentimes, once an automated process is in place,
trouble spots pop up. This is sometimes the case when looking at
the copywriting aspect of Google's dynamic keyword insertion
tool.
In case you're unfamiliar with dynamic keyword insertion (DKI),
it's a feature of Google's AdWords program. It is often used for
large campaigns in order to automatically insert the keyword
into the headline of an ad. Truly, it's a lifesaver for many pay-
per-click (PPC) ad managers who have to stay on top of thousands
of ads every day. It's all done with a simple syntax command: {
keyword:_______}.
From a timesaving standpoint, this is a wonder tool that has
rescued PPC managers from the mind-numbing chore of typing the
same keywords over and over. From an economic point-of-view, DKI
*can* (not always) perform well enough to make it a viable
option for largër campaigns. But what happens with regard to
copywriting and eye tracking?
See It and Clíck It
The human eye is normally drawn to things that are unusual.
Things that look out of place or different get noticed far more
than things that blend in. For instance, on a page full of black
text and black & white photographs, a small red square in the
bottom corner will get focused on almost immediately. Why?
Because it is completely different than everything else around it.
This same principle applies when considering your copywriting
strategy for AdWords. When using DKI, you'll want to keep your eye
on the results pages. Why? We've all heard that using the keyphrase
in the headline pulls better. It does. Most of the time. There is
an exception, however. This exception is what you'll be watching.
In fact, a study done last year by Enquiro, Did-It and Eyetools
tracked users' interactions with the Google search results page.
It found that surfers normally reviewed the page in an F
formation. They would scan vertically down the left side of the
page and then over to the right (where paid ads are) *IF*
something caught their attention. That's the point we'll explore
in this article.
In order to get clicks, you first have to get seen. If your ad
looks and reads like all the rest, you've completely lost your
originality advantage.
See For Yoursëlf
Copywriting using DKI is a balancing act. You have to consider
several factors, including the character count of your longest
keyphrase, your ability to add text to the keyword-rich headline
and how the ad looks on the page.
Take a look at some examples below. Remember that AdWords
results show differently at various points throughout the day
(and in relation to individual account parameters), so you may
not see exactly what I saw when doing this research. I'm sure it
will be close enough for you to get the idea.
Go to Google and type in the phrase "cruise vacation center"
(without using the quote marks). See how all the ads look
different? They don't all have the same words bolded. They don't
all use the same copy. The bold words stand out because they are
different. In this case, your eye will usually go first to the
ads with bolded words in the headline.
You see ads offering a 6-night cruise for $xx.xx and other ads
promoting X% off on a cruise vacation, etc. There is diversity
and that's a good thing.
Now, what if you type in "home improvement"? (Again, without
the quotes.) If your results page looks like mine, practically
every ad has the exact same headline: home improvement. Not only
do most of the ads look the same, the headlines read the same.
Your eye doesn't know where to go because everything seems
identical. But wait! About four or five ads down, something
catches your eye. It's an ad that has no bold in the headline.
That stands out because it's different! As you scroll further
down the page, more ads with no bold in the headlines pop out at
you. In this case, because everyone else has opted for the DKI
feature, their headlines are all very similar, making them less
noticeable. But the ones who wrote custom headlines won out,
thanks to diversity.
Tips for Writing With DKI
If you want or need to write using the DKI option, consider
these tips:
1. Use a descriptive word along with your keyphrase. Instead of
just inserting the phrase "airline tickets," place the word
"discount" or "cheap" before your keyphrase to help it stand out.
2. For keyphrases that will take the entire 25-character limit,
consider using one word of the keyphrase in the headline,
instead of the entire phrase. Rather than "home improvement",
try inserting just "home" or "improvement" along with other text
you write yourself.
3. Keep it applicable. Your headline still has to convey a strong
message about what the customer can expect at your site.
4. Test & Track! Everything in advertising is subject to change.
Smart marketers always test and track to get the best results.
With a little forethought, you can develop a combination of DKI
and custom-written AdWords ads that drive qualified visitors to
your site.
********************************
Copy not getting results? Learn to write SEO and online copywriting
that impresses the engines and your visitors. Be sure to also chëck
out Karon's report How To Increase Keyword Saturation
(Without Destroying the Flow of Your Copy).
http://www.thecassiopeia.com/copywritingreport.html
Today's Motivational Reading
19 Ways to Attract Higher Paying Clients
Catherine Franz 
Some people have little difficulty attracting and maintaining
clients who have higher discretionary funds to spend for
solutions. Others can't get to first base. If you are one of
those and want clients that can pay more and you currently aren't
attracting them, here is a list of 10 barriers that might be
interfering.
Higher paying clients are easier to work with, appreciate your
work more, pay quicker and are more profitable.
Whenever I am asked by a independent profession how to get a client
to pay more money, the first answer tends to be "you can't".
It is very difficult to raise your rates with your existing
clients. You generally need to find new, higher-paying clients.
1. Equal stature. People usually take the time to listen to
people who are just as important as they are. Are you on their
listening level? Dress the way they do, even if you deal with
them only over the phone. Speak in their language. Show the same
type of authority and posture. Avoid jargon and words they aren't
familiar with, yet use ones that they are. Talk across or equal
not down or up. Take control of the relationship. This may seem
too aggressive, however, this is the way you raise yourself to their
equal.
2. Thoroughly know their challenges and what solutions your
service/product provides. If you can't relate to their "world"
then they will not let you in. They are proud of their "world"
because they made it so.
3. Be friendly with all those that surround them. Administrative
secretary, receptionist, any of their gatekeepers. Yes, they will
report about you on your behavior.
4. The higher the ladder you go, the more likely they will be a
visionary. This means they are more concerned about the future
and will talk and think in those terms. Visionaries are not
price sensitive so don't even place that on your radar screen
with them. Know what their visions are, support those visions in
any way you can. If you have a product or service that can make
their business better, you will have a sale. Remember though, it's
their perspective of "better" and not yours.
5. The higher you go, the more they expect in great service and
additional services outside the scope of what you provide to
everyone else.
6. ALWAYS keep your promises before and after the sale and they
will keep the relationship. Break it once, yes, usually just
once and you're history.
7. Don't brown nose. They smell it a mile away. They will either
quickly turn you away or play you for entertainment and then
toss you away. Once you get this label you can almost hang it up
in their circle unless you fess up to your inappropriate behavior.
8. They don't have the word "mistake" in their vocabulary.
Everything to them is a "learning lesson" and is connected to a
price tag. If you are even harboring some person beliefs of
making mistakes, they will sense this as fear. And since fear
has a special energy/vibration they have keen senses for it.
9. Their first response to your proposal will always be "how can
they do it in house themselves." Expect to be able to demonstrate
the specialness and if you can particular show how it can be
completed in-house, the more brownie points you earn. The higher
your expertise or specialties the less chance they can "create it
in-house." This is because higher paying clients tend to gravitate
to specialists.
10. The higher the clientele, the better their leveraging skills
are. If they can figure out how to leverage it better and cheaper,
you will lose. This isn't always true, most times if they have too
much on their plate already and don't want to spend their focus
time away AND they like you, you can get the sale.
11. "No" is a test. Don't take anything for granted. Flexibility
and diversity are important in riding out the storm.
12. Find clients to whom your work is not only valuable, but
essential to their goals.
13. Know your worth and stand by it.
14. Remove the "underearner" mindset behind.
15. Make it easy for them to work with you. Remove any hoops or
extra steps that take up their time.
16. Decide in advance what you're going to do if they don't accept
your higher fee.
17. Presentation level needs to be on their level or perceived
to be there.
18. Rely more on referrals for this market.
19. Be confident and know you can attract them. Feel and allow
the possibility without question -- 100%. Remove any doubt.
********************************
Catherine Franz, is a certified life and business coach
specializing in marketing and writing, Internet and infoproduct
development. For other articles written by Catherine.
For a list of ezines available, please click here:
http://www.abundancecenter.com/Ezine/ListOfEzines.htm
Today's Subscriber Article
The Insider's Guide To Underground Advertising
Sandra Neely
Just a couple of months ago, I decided I would try to figure out
what this whole MySpace thing was about. I was hearing the name
"MySpace" more and more on television, the radio, and virtually
everywhere.
I began to realize that I needed to check into MySpace and
explore the unique opportunities that MySpace offers. I wanted
to know a few things. First, I wanted to know who was using
MySpace? What were people doing with MySpace and how could it
benefit someone like me, a webmaster and business owner?
I assumed that MySpace was being utilized as sort of a teen
dating type of place where teens got together, chatted, met
other teens, and things like that. All of the advertising of
MySpace had seemed to me to have been directed at young
audiences. I created a profile and was on my way to researching
this latest phenomeona.
At first, it seemed my initial assumption was correct. There
were indeed a lot of teens utilizing MySpace. After awhile I
noticed that the users of MySpace weren't all teenagers. There
were a number of independent label bands there to promote their
music, business owners, webmasters, artists, web designers, and
young entrepreneurs to name just a few. They were promoting
themselves, their businesses, their talents, and anything else
they could.
MySpace offered the unique opportunity for anyone to create a
simple webpage, build membership by adding mass amounts of
friends, get spidered quickly, and advertise through the use of
bulletin postings to their friend base. I was blown away by the
possibilities. I then wondered, how many of the other "beautiful
people" profiles were actually beautiful people, and how many
were actually creating these profiles for another purpose.
Used in the right way, MySpace can be a very useful tool in
advertising of any kind. You can quickly get a profile up and
running with only an email address needed. It helps if you use a
picture of some type in your profile. Some choose to use a
revealing picture or just a great looking "spokesmodel" for
their profile. Having a picture on your profile will greatly
increase your ability to add friends.
Another way to improve your ability to add friends is a great
looking profile. This is just a matter of finding or creating a
great layout, generating the html code and pasting the code in
the "about me" section of your profile. There are many MySpace
resource sites out there which make this process super-easy.
The one I suggest is http://www.friendstorm.com. A lot of the
MySpace resource sites are covered with pop up ads and flashy
advertising. Friendstorm.com offers some great ready-made
MySpace layouts, generators, codes, videos, led scrolling signs
and a lot more. They're the largest MySpace resource site I've
found and it seems as though they keep rolling out new features
all the time.
After you "pimp your profile" as they call it, now it's time to
gather friends. You can achieve this any number of ways. If you
want to target "friends" in a particular area or demographic,
simply utilize the search feature on MySpace and enter the
criteria that you're looking for. Then you simply visit their
profile and click on Add Friend. An email will be sent to that
person and they will either accept you as their "friend" or deny
you. Chances are if you have a picture and a nice looking
profile, most people will add you because they too like to
collect friends.
Another way to increase your friends on your profile is to
become a featured profile on a high traffic MySpace related site.
Again, Friendstorm.com offers featured profiles on their front
page and a profile train which you can join for free. Usually a
featured profile will get you more friend adds than simply
joining a friend train but every little bit helps.
After you accumulate a fair amount of friends you can do a few
more things to promote your website, band, talent, or business.
After you become someone's "friend" you are able to post
comments on their pages. Most will even allow you to include
live links in your comment on their page. It's helpful if you
include some type of personal message about that person or their
profile above the link. You can also send a message or an email
directly to any person on MySpace, however I find this method to
be the least effective for advertising/promotion. It's a good
way, however, to network with other people with the same
interests as yourself.
One last, and very effective way to promote or advertise is
through the use of bulletin posts. Bulletin posts are messages/
advertisements that are sent out to everyone on your friends
list. They are not considered spam because these people have
agreed to be your friend and accept everything that goes along
with that. Allowing bulletin posts and comments go along with
being a "friend". You'll need to think of a catchy title for
your bulletin post in order to increase the likelihood of it
actually being read. It's a good idea to view other people's
postings to get an idea of what kinds of things get your
attention. Beware however that if you bulletin too often or use
the same title every time, you may be deleted from some people's
friends lists thereby undoing some of the hardwork that you did.
MySpace, it seems, is around to stay. It is a great way to
promote yourself, your business, your cause, your dog, or
whatever it is that you want to get out there. Don't overlook
this easy tool in your quest for advertising and promotion. Big
name companies, celebrities, models, actors and lots of others
have recognized what an important tool MySpace can be, you
should too.
****************************
Sandra Neely is a writer, business owner and frequent
contributor to many websites. She invites everyone to keep an
open mind when exploring sites like Friendstorm there are
numerous opportunities in underground marketing.
http://www.Friendstorm.com
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