Google AdWords Fundamental Exam – Updated 2019 | SKARTEC

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

  • Specific terms about the benefits of running
  • Specific terms about the shoe brand and model your client is selling
  • Generic terms about running and running shoes
  • Generic terms about different types of women’s shoes

A standard Google Ads text ad is made up of:

  • A display URL and description text
  • A headline, image, and description text
  • A headline and description text
  • A headline, a display URL, and description text

Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

  • “Search Network with Display Select”
  • “Shopping”
  • “Search Network only”
  • “Display Network only”

Why might you use the “Search Network campaigns with Display opt-in” campaign type?

  • You can use one budget to advertise on the Search Network and Display Network
  • Your ads only show on the first page of search results
  • You can pick the exact websites where you want your ad to show
  • Your video ads can run on the Search Network

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

  • Test different cost-per-click (CPC) bids
  • Test only one version of your ad text
  • Lower the cost-per-click (CPC) bids and increase the budget
  • Delete keywords that are generating the most clicks

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

  • AdWords policies can help web user distinguish between ads and search results
  • AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
  • AdWords policies can keep disapproved ads and websites out of organic search results
  • AdWords policies can help keep ad costs low and affordable for advertisers

Susan’s Sporting Goods sells a variety of sports equipment and clothing. How should Susan set up her AdWords account?

  • Create two accounts: one for equipment and one for clothing. Within the equipment account, create a campaign for basketballs and tennis rackets. Within the clothing account, create a campaign for jerseys and baseball hats.
  • Create one account for Susan’s sporting goods. Create one campaign for both equipment and clothing. Create one ad group that includes basketballs, tennis rackets, jerseys, and baseball hats.
  • Create an account for each product Susan’s Sporting Goods sells. In each account, create a single ad group for all equipment and clothing products.
  • Create one account for Susan’s Sporting Goods. Create two campaigns: one for equipment and one for clothing. Within the equipment campaign, create ad groups for basketballs and tennis rackets. Within the clothing campaign, create ad groups for jerseys and baseball hats.

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

  • create a different ad for each keyword
  • create multiple ads for each keyword
  • only create one ad that’s relevant to all keywords
  • create ads that are relevant to all keywords

Which of the following items is not a component of Quality Score?

  • Landing page experience
  • Maximum cost-per-click (max. CPC) bid
  • Ad relevance
  • Expected click through rate (CTR)

Which targeting option can help you reach people who’ve previously visited your website?

  • Device targeting
  • Demographic targeting
  • Remarketing
  • Interest category targeting

What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?

  • Add search terms that are not leading to many clicks as negative keywords
  • Add site links to your ads to make them even more prominent
  • Make sure all of these search terms are included as keywords, regardless of relevance
  • Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

  • Use a location bid adjustment to increase bids for customers in Tokyo
  • Create a separate ad group to target ads and bids for Tokyo
  • Use the user location view to understand if people who click your ads are located in Tokyo
  • Refine where your ads show by adding the keyword “Tokyo”

An advertiser wants to know if Shopping ads will appear on YouTube. What should you tell her?

  • Shopping Ads can only appear on retail websites.
  • Shopping ads can only show on pre-roll video ads on YouTube
  • Shopping ads can appear on Google Search partner websites like YouTube
  • Shopping Ads can only appear on Google.com

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

  • Undo and redo multiple changes while editing his campaigns
  • Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
  • Mange, edit, and view multiple accounts at the same time
  • Copy or move items between ad groups and campaigns

What’s one of the main benefits of using ad extensions?

  • Extensions increase your reach by showing your ad on more advertising networks
  • Extensions ensure a higher click through rate (CTR) because they make your ad more prominent
  • Extensions provide additional information to make your ads more relevant to customers
  • Extensions are automated so you don’t have to create your ads

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand ?

  • Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
  • Use a balanced combination of broad-, exact-, and phrase-matched keywords
  • Add affinity audiences targeting people interested in green living and beauty
  • Target large metropolitan areas where people are more likely to encounter her product

Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

  • Mobile bid adjustments
  • Target return on ad spend (ROAS)
  • Target search page location flexible bidding strategy
  • Cost-per-acquisition (CPA)

Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:

  • cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
  • cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
  • cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
  • cost-per-click (CPC) goals to raise your bid when a conversion is more likely

When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?

  • Maximize Clicks
  • Cost-per-thousand impressions (CPM)
  • Manual cost-per-click (CPC)
  • Cost-per-acquisition (CPA)

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

  • Create multiple ad groups that target different devices, and monitor the results
  • Set up an experiment to test which device he should target
  • Create multiple campaigns that target different devices, and monitor the results
  • Segment his campaign statistics table by device

What does a high Quality Score indicate?

  • Your bid is high enough to have your ad displayed.
  • Your ad and landing page are relevant and useful to a viewer.
  • You have been an AdWords user for a long time.
  • Your ad relevance and landing page are below average.

Higher Quality Scores typically result in:

  • higher costs and lower ad positions
  • lower costs and better ad positions
  • less overall impressions
  • faster delivery of daily budget

Which statistic indicates how often a click has led to a conversion?

  • Cost-per-conversion
  • Click through rate (CTR)
  • Conversion rate
  • Converted clicks

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

  • Number of clicks on her ads and costs to produce her purses
  • How many times her ads have been viewed and clicked on
  • Number of clicks on her ads and revenue they generated
  • Costs to produce her purses and revenue generated from her ads

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

  • Cost-per-view (CPV)
  • Cost-per-thousand-impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-acquisition (CPA)

Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

  • Online advertising is always less expensive than traditional media
  • Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount
  • Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
  • Traditional media generates exposure, but online advertising campaign can guarantee sales

An advertiser wants to display a text ad that includes extra details like the business’s location and phone number. Which ad format should the advertiser use?

  • Shopping ads
  • Ads with extensions
  • Video ads
  • Image ads

If you bid $2 for a click and the next highest bid is $1.25, how much will you pay?

  • $2
  • $1.24
  • $1
  • $1.26

Adam, a flower shop owner, wants to drive phone calls to his store. Which Adwords tool should he use to track how many calls result from ad clicks on a mobile phone?

  • Search terms report
  • Impressions
  • Reach and frequency
  • Conversion tracking

Which client would you advise to use radius targeting?65

  • Luis, whose e-commerce business delivers nationwide
  • Denise, whose service can reach customers within 30 miles
  • Christopher, who wants to promote his new product in select cities
  • Mabel, who wants to exclude her ads from certain cities

What is the Google Network?

  • The collective term for Google’s professional support staff that can answer your AdWords questions 24/7.
  • A network of partner websites that will show your AdWords ad.
  • A network of hardware devices, including chrome books and android phones where your AdWords ad can appear.
  • The term that embodies all of the places where your AdWords ad can appear.

Paige’s Pet Store is deciding on keywords for a new AdWords campaign. How should Paige set up her AdWords keywords?

  • Use negative keywords for terms that are related to pets and animals.
  • Use general keywords to reach a specific audience.
  • Bundle similar keywords together in one ad group based on common themes.
  • Use the Keyword Planner to come up with keyword ideas for Display Network campaigns.

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

Or

Print, TV and radio advertising typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

  • AdWords budgets can only be set once annually and require a fixed commitment
  • Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
  • Online campaigns generate clicks, whereas other channels generate exposure
  • Budgets cannot be applied to online campaigns due to constant changes in traffic

You can use Keyword Planner to identify:

  • the number of negative keywords you should add
  • the amount of traffic potential keywords you might get
  • which text ads are performing best based on your keywords
  • web pages where your ad can appear based on your keywords

An advertiser should group their campaigns by:

  • type of product or service
  • number of keywords
  • maximum cost-per-click (CPC) bids
  • number of ad groups per campaign

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:94

  • based on how much your product is worth
  • 50% of how much your product is worth
  • the same amount as the profit generated by your product
  • the same amount as the revenue generated by your product

Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

  • A page with information on instrument rentals and a contact form
  • His homepage, with links to instrument sales, rentals, and music lessons
  • A page with information on music lessons and a contact form
  • A page with a wide selection of instruments for sale

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?10

  • Add the terms as exact match keywords
  • Add the terms as phrase match keywords
  • Add the terms as negative keywords
  • Add the terms as keywords

Your ad can show to a potential customers when your targeted language matches:

  • the customer’s browser setting
  • the customer’s Google interface language setting
  • the customer’s operating system language
  • the language of websites a user visits most often

Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?61

  • A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
  • A call-to-action like “Visit our gym now”
  • Add a promotion like “20% off fitness classes”
  • Add a call-to-action like “Sign up for a free trial”

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

  • Negative match keywords
  • Broad match keywords
  • Exact match keywords
  • Phrase match keywords

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

  • Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies
  • To show an ad more often, Google Ads charges more than the average daily budget amount multiplied by 30.4
  • Google Ads automatically increases the maximum cost–per–click (CPC) bid to show an ad higher in Google search results
  • Due to changes in traffic, your total daily cost might be up to 2 times your average daily budget. However, with all Google Ads campaigns you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4)

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

  • Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
  • Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
  • Add demographic and age targeting to show ads to people in this audience
  • Set up a remarketing list to show ads to women who have previously visited your client’s website

What’s one benefit of creating multiple ad groups?

  • You can target specific ad groups into various Google networks
  • You can break up keywords and ads into related themes
  • You can set different budgets for each ad group
  • You can pause specific keywords if they are not performing well

Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

  • Create multiple campaigns, each with a set of related keywords
  • Create campaigns based on the structure of his client’s website
  • Create one campaign with a broad selection of keywords
  • Create one campaign for all the products his client offers

How are manual extensions different from automatic extensions?

  • Automatic extensions require setup. Manual extensions do not.
  • Manual extensions require you to fill out additional information. Automatic extensions do not.
  • Manual extensions cost more than automatic extensions
  • There is only one type of manual extension but many types of automatic extensions

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. which of these features would not be a good fit for him?

  • Reach and Frequency data
  • Call Extensions
  • Cost-per-thousand-impressions (CPM) bidding
  • Placement targeting

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

  • Create a campaign with ads and keywords written in French
  • Create a campaign targeting Paris and languages other than French
  • Create a campaign targeting French and regions other than Paris
  • Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Sally’s Spice Store sells a variety of spices and healthy cooking ingredients. Which targeting method should Sally choose if she wants her ads to show on websites that focus on health, wellness, and home-cooking?

  • Topic targeting
  • Placement targeting
  • Location targeting
  • Intuitive targeting

How are negative keywords different from other keywords?

  • They make your ad appear for search terms that you don’t want.
  • They prevent your ad from showing for search terms that you don’t want.
  • They can only be used for ads on the Display Network.
  • They can increase your costs.

An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

  • Repeat the keyword as many times as possible in the ad text.
  • Delete the keyword and add the keyword to the campaign again
  • Modify the ad associated with that keyword to direct to a highly-relevant landing page
  • Increase the daily budget for the campaign in which the keyword is located

Let’s say your cost-per-click is $0.05 on average and you want around 200 clicks per day. What should you set as your daily budget?

  • $5
  • $2.50
  • $10
  • $25

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

  • Karen’s ads often show below her organic results for the search query
  • People who see Karen’s site in relevant organic search results often click through to her site
  • Karen’s ads don?t often show for the search query
  • Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

  • Improve Quality Score and increase cost-per-click (CPC)
  • Decrease cost-per-click (CPC) and increase daily budget
  • Decrease cost-per-click (CPC) and decrease daily budget
  • Improve Quality Score and decrease cost-per-click (CPC)

An advertiser wants to create ads that target potential customers in California. Which targeting method should this advertiser use to target these customers?

  • Keyword targeting
  • Device targeting
  • Audience targeting
  • Location targeting

You would choose to advertise on the Google Search Network if you wanted to:

  • reach customers browsing websites related to your business
  • reach customers while they’re searching for your products or services
  • choose the types of websites where you want your ads to show
  • choose from a range of ad formats, like video and image ads

You would advise a client that’s launching a new product line to advertise on the Display Network because she can:qwe

  • reach people who are interested in similar products
  • use text ads that encourage people to call her business
  • use text ads that encourage people to visit her website
  • reach people who are searching for her products

Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?

  • Clickthrough rate (CTR)
  • Converted clicks
  • Impressions
  • Conversion rate

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

  • create additional AdWords accounts for low-performing keywords
  • create duplicate ad groups with identical keywords and different ad variations
  • compare campaign performance to that of individual competitors
  • determine if campaigns are meeting overall marketing and conversion goals

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

  • Cost-per-view (CPV)
  • Cost-per-thousand-impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-acquisition (CPA)

Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

  • measures trends relating to the search terms people have used before seeing your ad
  • focuses on getting customers to complete an online purchase
  • shows you which ads lead to customer actions that have value for your business
  • automatically gives you personal details about the people who convert

Research for a client who owns used car dealerships show that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

  • Remarketing
  • Keywords
  • Topics
  • Placements

You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?

  • It encourages people using mobile devices to install your app
  • It lets people who see your ad get directions to your store on Google Maps
  • It directs people to your online store to purchase your products
  • It allows you to show your ad on app categories that you choose

Which campaign type would an advertiser use to target users searching on Google.com?

  • “Search Network with Display opt-in”
  • ”Video campaign”
  • “Display Network”
  • “Search Network”

Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?

  • “Search Network with Display opt-in”
  • “Search Network”
  • ”Shopping”
  • “Display Network”

Basic Link Structure within a Site

This is probably the most obvious, but certainly one of the most overlooked aspects of search engine optimization.  This helps to make sure that search engine spiders can actually find (crawl) all of your site’s pages.  But if they can not find them, then they won’t get spidered, and this means that they won’t get indexed.  In fact, no amount of search engine optimization you try will help.

Below are some points that should be taken note of in respect of link structure for your site –

Spiders can not see links which are accomplished by JavaScript.  This is because, as far as search engines will be concerned, they do not exist.  So if you want spiders to follow the links on your site, do not use JavaScript.  In fact, you will find that Google will not spider any URL if it looks like it has a session ID in it.  So any URL’s that have a longish number or odd characters (such as a question mark) in them should be avoided (these are often dynamic URL’s).

It is important that you make sure that all pages link to at least one other page.  Pages which do not link out are known as “dangling links”.  It is important that you structure the internal links so that targeted search terms are reinforced.  So make sure that you organize your links so that your topic’s sub-topic pages are linked to it (ensuring that you use the right link text that is specific to the page being linked to) and vice versa.  See below for the different types of methods we mean.

Link Text (<a href=”URL”>Keyword</a>

This is one of the 2 most important elements to ensure good rankings for a site.  It can either be on pages within the site or on other sites’ pages.  But whichever way you do it, it is important that it is included.  It is vital that you include the target page’s main search term in the link text.  Also, whenever possible, do not use identical text for every link that links to a page.  But if you can include the target page’s main search term in the link text instead.

In fact, links will carry more weight with search engines if the text around them is concerned with the target page’s topic and search term(s).

Title Tag <title>some title words</title>

This is probably a second most important element in order to get good rankings for a site.  It is important that you make sure the page’s search term is contained within this tag.  So place it as near to the front as possible while ensuring that the title reads well.  In fact, there is nothing wrong with you placing the search term up front on its own and then follow it with a period such as “Domain Authority. What is Domain Authority and how do I make the most of it?”  As you can see, the target search term here is of course “Domain Authority”.  But what you should obviously do is make sure that each page’s title tag is different from the title tags on your site’s other pages.

Description Tag <meta name=”description” content=”a nice description”>

You will find that some search engines, such as Google no longer display the description like they use to.  But no matter what, you should include this on each page for those search engines that do.  There are even the odd times when Google will actually display them.  So it is vital that you write a description that is appealing and incorporates the page’s search term into it at least once but preferably twice is better.  So if you can, place one at the start or as near to the start of the description as possible.

Keywords Tag <meta=”keywords” content=”some keywords”>

It is important to remember that the keywords tag is never actually treated by search engines as keywords.  They will be treated as text on a page.  Although this tag is not effective as it used to be, there is no reason to leave it out.  Instead, make sure that you put in plenty of relevant keywords and include the search term once at the front of the tag. Also, you do not need to separate keywords or key phrases with commas (as is often done) as search engines ignore these.

H Tag <Hn>some heading words</Hn>

The “n” in this tag represents a number from 1 to 6.  The biggest heading is represented by 1.  You will find that H tags are given more weight than ordinary text in a page, and so the bigger the H size, the more weight it will have.  So it is important that you include your target search term in the H tags at least once on the page, but if possible two or three times is even better.  Also, place your first H Tag as near to the top of the site page as possible.

Bold Text

This gives more weight to a page than ordinary text, but not as much as an H Tag does.  So where ever possible, enclose the search term in bold tags occasionally where it appears on the page.

Normal Text

Whenever possible, use the search term as often as you can on the pages of your site.  But ensure that they do not detract from how the page actually reads.  Ensure that you use the term once or twice in the very early pages of the body text, and then as often as possible throughout.  If you need to, reword small parts and add sentences to ensure that the search term is well represented in the text for good search engine optimization.

But you will probably find that each word you have in your search term will be found separately on the page.  So, if you need to, add a few of them throughout the page.

Alt Text <img src=”url” alt=”some alt text which is displayed or mouseover”>

Include your search term in the alt text of all images on your pages.  It is important to remember that some systems, such as those used by Braille readers and speech synthesizers, use the alt text.  So it may be advisable to make them usable while including the search term.

So in summary what you need to do is as follows:-

  1. Select the main search terms you wish to use.
  2. Allocate these search terms to a suitable existing page, and if you need to, split pages.
  3. Organize your internal links, and then link text, to suit the target search terms and their pages.
  4. If you can, organize those links from other pages to suit the target search terms and their pages also.
  5. Now organize all the on page elements in order that they suit each page’s target search term.
  6. Finally, now sit back and watch your site’s page rankings begin to improve.

Writing Your Welcome Autoresponder

Your welcome autoresponder is your crucial chance to make a first impression on your reader. If you have a great welcome message, subscribers will read it, be impressed by the quality and continue to open your emails in the future. With a poor welcome message, they may very well never open your emails again.

Before we go over what makes a great welcome message, let’s go over some all-too-common mistakes that people make in their welcome messages.

=> What Not to Put in Your Welcome Message

First of all, never send a welcome message that basically just says “Thank you for joining.” When you do, you’re wasting valuable on-screen real estate by saying almost nothing. You’re also wasting your reader’s time.

You should also NOT sell in your first email. Selling in your first email immediately gives a poor impression and may very likely burn out your subscriber right then and there.

These two points really go without saying, but many email lists – as many as 50% in some markets – make one of these two mistakes. Do not send contentless first emails and do not send sales emails as a welcome message.

=> What Makes a Great Welcome Message

First of all, your welcome message needs to have stellar content in it. This content can be right in the email, or it can be a downloadable report, MP3 or hidden web page on your site.

The content should be some of your best. Remember, this is your chance to make a first impression. Whatever tips, advice or expertise you have to offer your readers, put as much of it up front as you can.

In addition to having great content, it’s important to let users know what to expect in the future. What kind of content can they expect in their mailbox? How often will you mail them? This first email is a great place to set expectations.

Finally, set them up for the next email. Finish off with a bang by telling them what your next autoresponder message will be about. Make sure to use benefit-driven language so they know exactly what’s in it for them by opening your next email.

If you can get a subscriber to open the first email, read a report and open the next email, you’ll most likely have a reader for life as long as you provide great content and don’t oversell.

The basic formula is this. The first email sets up expectations for future emails while providing valuable content right up front and demonstrating that you really know what you’re talking about. Set the impression that they’ll get something of value by opening your emails, by delivering high-value content the moment they get your first email.

Related Posts:

  1. Creating an attractive value hook for ezine
  2. How to write attention-grabbing titles

Comparison of AWeber, iContact, and GetResponse

Aweber, iContact, and GetResponse are three of the most popular autoresponder options for small to medium-sized marketers. What are the benefits and drawbacks of each? Who should you use? This article will shed some light on each service to help you make your choice.

=> Costs

In general, the costs of each service are all on par. AWeber tends to be slightly more expensive than iContact and GetResponse, though just by a few dollars a month.

Each service tiers up their costs based on how many subscribers you have. It’s important to note that AWeber counts unsubscribed leads as subscribers that you have to pay for. If you want to really get rid of a lead, you need to delete them from your database.

=> Deliverability

AWeber has the strongest reputation in the industry for deliverability. There are both benefits and drawbacks to this.

The clearest benefit is that your emails have the highest chance of getting delivered. That said, iContact and GetResponse both have top-notch teams of email managers who stay in constant contact with ISPs to ensure their mail gets delivered.

The downside of high deliverability is AWeber’s pickiness with how their email system is used. They have to be very stringent to ensure that no spam is being sent through their system, which unfortunately can sometimes bar you from genuine marketing activities.

=> Adding Outside Leads

AWeber and GetResponse both don’t allow you to add outside leads, even if they’ve double-opted into a list in the past.

If you’re moving from an existing database to a new email system, you basically cannot move to AWeber or GetResponse as a result. If you run in-person events and need to add leads from people who sign up on paper, you also can’t do this by AWeber or GetResponse.

IContact allows you to import outside leads.

=> Who Not to Use

Never use your shopping cart’s email system to manage your email lists. 1ShoppingCart, for example, has a pretty bad reputation for deliverability.

Even self-hosted shopping carts like Zen Cart have their limitations. For one, the emails are sent out from your server, whose IP address could have been used for spam in the past. You also don’t have the benefit of having a team helping you ensure that your IP isn’t getting blocked.

Always use an outside system for your email list management for best deliverability. The only exception is Infusionsoft, which will give you a dedicated IP and server.

Another service to avoid for internet marketing is MailChimp. Though many marketers are attracted to their “first 500 subscribers free” offer, their mandatory double-opt-in will cost you a lot of money in the long run. Though they have a solid reputation, unless you’re willing to lose as much as 60% of your list to double-opt-in, you shouldn’t use MailChimp.

These are some of the pros and cons of the various autoresponder services. As you can tell, there isn’t a one-size-fits-all answer to which email service to use. Weigh the pros and cons and make your own decision.

Related Posts:

1. Creating an attractive hook for your ezine
2. How to write attention-catching titles
3. Writing your welcome Autoresponder

When and How Often to Send Emails

When’s the optimal time to email your list? What’s the optimal frequency? These are two key factors in running a well-read and responsive email list.

Email at the wrong times and your emails either won’t get opened or your sales letters won’t convert. Email at the wrong frequency and you risk either burning your list out by emailing too much or not building a solid relationship by not emailing enough.

=> When to Email: Days of the Week

For having your emails read, Tuesdays, Wednesdays, and Thursdays tend to work well for a professional audience.

On the weekends, most professionals either don’t check their emails, or check their emails but only skim non-essential emails. It’s their days off, after all.

Fridays they’re looking forward to the weekend and Mondays they’re just getting back into the groove of work. Therefore, Tuesdays, Wednesdays, and Thursdays tend to work well.

On the other hand, for a non-professional audience, the best open rates can often be the reverse. On weekends they’re less likely to check their emails because they’re out with friends, while on weekdays they have more time to read emails carefully.

As for sales emails, marketers often find that Sundays work well for conversions. People tend to do more active activities on Saturday and spend Sundays in a more leisurely way, often browsing the internet and may be more susceptible to a great sales effort.

Another tip is to time your sales emails to be a day or two after payday, on the 1st and 15th of each month. At these times people have a bit of spare cash that they may feel more willing to part with. The 15th, 16th and 17th are especially good dates because your readers are getting paychecks, without having to also pay end-of-the-month bills that the paycheck on the 1st usually comes with.

=> When to Email: Time of Day

In general, it is best to send your emails either early in the morning or after work.

If you send your emails early in the morning, the time it so your readers receive your emails before 7 am Eastern Standard Time. That way, when they check their emails as they get to work in the morning, your email will be in their inbox.

Alternatively, you can wait for people to get home before delivering your email. In that case, aim for your emails to be delivered around 5 pm.

Having your emails delivered in the middle of a workday is generally a bad idea. People are busy and will either not read the email, or just briefly skim it before deleting it. Aim for times when people have a bit more attention to devote to reading your emails.

=> How Often to Email

How often you send your emails depends on the length of your emails, the commitment of your list and your personal ability to consistently generate quality content.

If your emails are relatively short, your list wants to hear what you have to say and you have the time to produce a ton of content, then you can email as often as five times a week.

On the other hand, if you tend to produce long emails (or videos), or your list is subscribed to many other lists and just reads yours in a cursory way and you personally don’t love generating content, then you might just want to email once a week.

There are successful lists that don’t email very often at all, as well as successful lists that email very often. The best frequency depends more on you and your list than any specific rule of thumb.

When and how often to email are two things you’ll want to think about before you even start your list. Once you start emailing, people will generally expect the same frequency and perhaps even delivery times. So make your choices early on and stick to them, so people can get used to receiving content from you at specific intervals.

Related Posts:

1. The Art of Using Email to Sell
2. How to Write Attention-Catching Titles
3. Tips for Successful Email Campaigns
4. Creating an Attractive “Hook” for Your Ezine
5. Comparison of AWeber, iContact, and GetResponse
6. Writing Your Welcome Autoresponder

The Art of Using Email to Sell

Selling by email is different than selling on a sales page. Sales letters have to work under the impression that they have just one shot to make a sale and have to hammer in all the benefits and go for an instant close. Email, on the other hand, has the benefit of a relationship and ongoing contact.

Here are a few choice tips on how to use email to sell effectively.

=> Relationship First, Sales Second

Aim to first build trust and reader loyalty. This is what will get your emails opened time after time. Once your emails are getting opened and you have your reader’s trust, then you can safely make sale after sale without alienating your list.

If you sell too much without first building trust, readers are more likely to tune out than buy.

So how do you build this trust?

Provide first class, unique, original content that directly benefits the reader. Every time they read an email from you or buy a product from you, they should be better off. Do this consistently and readers will start to believe in you and your products.

=> Using Multiple-Email Sales Techniques

As mentioned earlier, email allows you to use tactics that just don’t work with sales letters.

One of these is the Problem > Problem > Problem > Solution formula. Simply put, you send a series of emails about just the problem without offering a solution (yet). You can provide a lot of value by just explaining the problem. Then you finally offer an innovative and powerful solution.

For example, say you run an investment newsletter. You might send this series of emails:

1) Why most people can’t beat the stock market index
2) Why most people choose poor money managers
3) Why most people can’t retire by 60 even if they manage their investments right

Then, in the fourth email, you finally reveal your product about smart investing.

If you have a strong readership, by the time readers get your “solution” email they’ll be dying to get their hands on the product. Build up the problem while providing value, then provide the solution when they’re already ready to buy.

=> Other Email Sales Tactics

Another effective way of generating sales is to use teleseminars. Use a teleseminar to demonstrate knowledge in a particular arena, and then use emails to follow up and close the sale.

Finally, every once in a while offer a sale. Perhaps it’s your birthday sale or a favorite day of the year sale; whatever the reason is, just a few times a year offer a sale of 15% to 30% off. You’ll make much more than the amount you lose on discounts.

These are just a few tactics that can help you increase your email sales. Start by building the relationship with your list; then use one of these methods to bring in a nice stream of sales.

Related Posts:

How to Write Attention-Catching Titles
Writing Your Welcome Autoresponder
Comparison of AWeber, iContact, and GetResponse