Internet and Web Marketing Tools

Copywriting sales letters for ebooks and software on the web can be great fun. Without the production costs of physical products, you have huge flexibility. Usually you can set whatever price you like. Of course that does not mean that people will buy at any price!

When setting your price, it is best to start low. If you start high, thinking that if you do not get many buyers you will reduce the price as if it were a sale in a store, people who bought at a higher price last week will be upset and are likely to start asking for refunds. But start low, and you can tweak your price upward. If you have had a well-publicised launch, this can be a great incentive to your buyers to act fast. Tell them the price goes up every 24 hours, or every 100 sales, or whatever - and then make sure that you do follow through and increase the price.

On the other hand, don’t start too low. It is true that you may not sell so many copies of your ebook if you charge $27 rather than $7, but remember that you have to sell almost 4 times as many at $7 to make the same profit. Consider what else is on the market, whether your topic is ‘hot’, the quality of your testimonials and bonuses as well as the product itself, and set a fair price. Then reduce it a little for the ‘early bird discount’.

Test this out for yourself by doing a search on “dog toilet training”. When people scan search results, the very first thing they do is to look for the keywords they entered. Searched keywords highlighted in bold grab their attention. Because of this, ads with searched keywords usually do better than ones without.

write emotional ads that really grab people – admittedly, this gets tricky. This is what the big boys get the big bucks for. But you can do it. First, start your headline with an attention-grabbing word. Then use loaded words or phrases that make people want to get up and take action. Make them laugh, make ‘em cry, make ‘em mad…but make ‘em feel something.

But don’t get carried away—if your ad isn’t specific to the site you’re promoting, Google may reject that ad. (That is, don’t scream, “XXX!” if you’re selling shoes, OK?) Google has strict guidelines about unacceptable language and punctuation, so some attention-grabbing ideas you have may be outside Google guidelines and therefore disallowed.

2. Set whatever you sell apart – this is called a ‘differentiator’. What’s special about what you sell? Does it do something unique? Come in an unusual color? Is it rare? Or are you offering a discount? You need something to set it apart.

3. Make sure to link to relevant landing pages – if your ad is for a specific product affilorama mark ling, take time to create a unique landing page for the ad. Include relevant and useful information to really sell the item or service. Garner the user’s e-mail for further marketing. A good landing page will almost always convert more visitors than if you simply sent them over to the home page. Remember: There’s no point having a great “selling” Google ad leading to a mundane, uninspiring landing page. And vice versa, there’s no point having a riveting, energetic landing page that will never be viewed because of a non-inspiring search engine ad.

4. Qualify visitors – you don’t want a bunch of freebie hunters clicking on your ad in the hopes of getting something for nothing. You can deter freebie seekers by including the price of the product or service at the end of the ad. Doing this beefs up your overall conversion ratio and lowers your average customer acquisition cost. Sure, you reduce your CTR, but they weren’t going to buy anything anyway! Another valuable technique is using negative keywords. If I add “-free” to my “mark ling” keyword list, and someone searches for “free dog training guide” my ad will never appear.

5. Carry out simultaneous split testing - always test 2 (or more) ads at the same time. This is called “split testing”. Determine which one has the best CTR then redo the other ad with new copy. After a week or so, see which ad has been most profitable, or generates the most clicks. Delete the inferior ad and create a new ad to test against the successful ad.

6. Track ROI Constantly – “it ain’t worth a thing if it don’t make the cash register sing.” Google offers a conversion tracking option to see which keywords are making you money and which bid prices are most valuable. To set up conversion tracking, go to the “mark ling review” tool in your Adwords account. Adwords will generate a unique tracking code. Contact the vendor you are affiliating to and request that they insert your tracking code on their “after purchase” page. Whenever a sale is made through your Adwords affiliate link, conversion stats will show up in your Adwords account.