Google is constantly changing and evolving to counteract unethical marketers trying to abuse the search engines. Over the years, they’ve created a huge marketplace for themselves with their Google Adwords pay-per-click (PPC) vehicle, and their latest revisions and changes go head-on at some deep problems created by internet marketers.

Over the last few years, online marketers have been using aggressive bait and switch tactics. Meaning they would run a variety of advertising making unrealistic claims or pushing products or services that did not match to the pages the ads routed to. And some of these marketers were doing very well at it, generating a good, inexpensive click rate to pages that would convert a certain percentage of traffic into indirect product sales or email subscription signups.

Quick Pay-per-Click History Lesson

Google, as they always do, caught on. At the same time the Federal Trade Commission started monitoring ludicrous income claims, bait and switch strategies and predatory advertising. The result is that the Google Adwords advertising medium is now a cleaner and more legitimate environment. It also creates both opportunities and challenges for the ethical online network marketer.

If you’re completely new to this industry or relatively inexperienced at it, I have to give you one overall very important bit of advice. RUN A CLEAN, ETHICAL BUSINESS.  The only way you’re going to succeed long term is by operating with a policy of policing yourself and those under and around you. A few complaints or negative forum postings about you, and you’re going to lose a lot of traffic and potential income. You can easily operate “cleanly” just by doing simple things that you should be doing already.

For Google Adwords, all you have to do is be direct. The keywords you’re targeting for clicks must be relevant to your website’s overall theme. Your advertising message in the ads must match up to the keywords. And your landing page content must match very closely to the ads, or Google will no longer display the ads and you will probably lose your Adwords account.

Ad Copywriting 101

The key to this is in your copywriting and content production. If you’ve run Adwords at all before their changes, you already know which keywords produce clicks and conversions for your business. All you have to do is create super relevant and engaging content that matches up to your ads. Don’t use tactics like keyword stuffing or copying other’s content. Take the time to create real, relevant, coherent copy and text that is interesting and hopefully contains calls to actions. If you’re very wordy, just make sure you include several calls to action at various points in the content. If you’re writing 15 paragraphs on a page, trickle the calls to action in the beginning, middle and very aggressively at the end. Say the same thing several different ways, and give the reader a sense of the benefits they get from using your product. Be very clear and direct and do not make false promises. People are more savvy nowadays, and they will smell a rat. You may want to create your content with somewhat of a Problem – Solution slant.

Since you’re relying on traffic reading your content to make their own decision and conclusions without any live interaction from you, you’ll need ways to make sure you get your points across. One technique I  use in my in-person presentations that is derived from Fortune 500 salespeople is simple:

1. Tell them first briefly what you’re going to be telling them (i.e. outline what the topics are and give a hint of the overall benefits from the beginning).

2. Now tell them (i.e. provide details, full benefits, exposition and education).

3. Now tell them again what you’ve just told them (rehash #1 with the real benefits laid out tied to the initial topics).

Write the content naturally, then go back and review it and make some switches so that you’re targeted keywords appear throughout the text in a way that reads correctly and makes sense. You’ve now solved the riddle.

This all makes sense, right?  Google and the FTC want Adwords to be a viable, undiluted resource where traffic can find goods and services that match their needs.  If you follow simple rules in the content you produce, you will have no problem keeping your Adwords up and producing.

To your massive success,

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