How many Adgroups? As many as it takes to cover product from all points of view. You could start off with five, or fifteen, or thirty. Think of each Adgroup as a different way of thinking, a different theme that will attract a different audience. For example, you might be promoting a flower delivery company. Obviously your target audience is going to be people who want flowers. But audience that is looking for flowers to give to loved ones during a birthday is going to be different than audience that is looking for appropriate flowers for a funeral, and both groups are likely to be different than someone who is looking for flowers to accompany a get-well card. Flowers for weddings, flowers for making up, flowers for breaking up, flowers for your secretary, flowers for your wife, flowers for your mistress… you get idea. Play to all these groups separately, using different ads and different keywords, and separate them by Adgroup campaign. If there are keywords that have a high cost-per-click, organize a high cost-per-click Adgroup and see if you can make a go of it. Similarly (and this is where real money is) create Adgroups for keywords that have a low cost-per-click. If you can get exposure for your ads cheaply, so much better.

Always have at least two ads running in each Adgroup. That way you can test them against each other. After a couple of days and a fair number of clicks, let results speak for themselves. The ad that is more profitable is one you’ll keep, ad that is less profitable you’ll want to change in some manner, or even throw out entirely. In this way your ad campaigns are always improving, always getting better.

Some Adgroups won’t be successful; that’s alright. The information you’ll gain from their failure will be just as valuable to you as information you’ll gain from successes of other Adgroups. Always remember, you’re learning what works and what doesn’t, and even if you have to ‘fail your way to success’, you’ll still hit success.

Clarify Value People buy your products and services based on their perception of value. Whether you are charging five dollars or five thousand, your prospects need to be convinced that benefits you provide will outweigh cost. Too often service professionals and business owners rush to quote a price, trying to make sale before clarifying value to buyers.

To stimulate sales place your offer in context of your target market's concerns. Once you've clarified how your product or service meets their concerns value of your offer will be apparent.

Use Problem Solving Offers People don't buy your products or services because you've been in business for decades, or because your ebooks are well written or designed to please eye. People buy your products and services because they solve a problem.

Use Additional Incentives Carefully In their rush to sell their products and services some small business owners offer huge discounts or bundle free services. Discounting and bundling can work but make sure you're not undermining prospects’ perception of value of your products and services or your profits.

Key Elements of Your Offer Creating a compelling offer is an art and involves blending following items together to create a sentence or two which will move people to take action, whether it is contacting you or making an immediate purchase.

Include following items to create an offer that helps sell: Name - What you are selling Benefit - The problem it solves Credibility - Why they should buy from you Value - How useful it will be to them Guarantee - Your promise to them Motivation to act - A reason to take advantage of your offer today.

If you want to catch big fish, you need good bait. To increase your catch, improve your offers and you'll be reeling in many more new prospects and clients. - 2004 © In Mind Communications, LLC. All rights reserved.