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Site Build It Mastery Lesson
29 - Using The Google Arbitrage Strategy...Today
OK, here's what I've been able to find out about how these latest changes
will affect us as users of Adwords.
I hope it helps...OK, let's go...
Before you read any further, please listen to my 4 minute introductory
message where I set the stage for the rest of this article -
The 'Google Slap' problem as it was called plagued lots of 'hard
core' Internet marketers everywhere and many are being shut down.
I read about
one guy who had an Adwords bill of $968,000 a MONTH who Google doesn't
want any more...
But it's not
It doesn't seem to be affecting people like us who have 'normal' websites
full of content (like us :-), but who subsidize our traffic with some PPC through Adwords.
These problems are mainly affecting sites made for Adsense or landing pages
asking for an opt-in without giving any real content.
Some people are being cleaned out by these changes while some are not getting
touched, so it's not consistent across the board.
This is about the reputation and 'quality score' of a web site according to
tests done by Google's robot initially, and then by a person visiting the site
later on if asked to do so by the owner.
Somewhere in Google’s database there is a record which says “Does this site have a lot of
content or not?”
If you have great content like most (but not all :-) SBI sites you should
If not, you can expect your Google bids to be jacked up to an unaffordable
level in the near future (if they haven't been already).
Sometimes there are only modest increases so there may be a gray area where
Google isn't too sure about how to rank your site, so they err on the side of
get expensive for lot's of Adwords advertisers
In the near future, owners of websites that have poor content or a low 'quality
Google's eyes will not be able to afford the bid price increase they will be asked
for their Adwords ads, so many will be driven out of business.
It appears that when Google increases the bid price, it does not mean that they
actually want you to pay $5 per click...
What they really mean is that they don’t want you in their advertising
network and they don't want your money, because they feel that you are most
likely part of
the Search Engine Spam problem (we've all seen sites that fall into this category,
If you go to Google and type site:yourdomain.com in their search box, you will see how many pages on your site are
in their index.
For instance - site:localwebsolutions.com shows
Google has 75 of this websites pages in it's index (which is good...)
And site:hobbyandlifestyle.com shows that
they have 169 pages in their index (out of around 500)
If you have lots of pages of unique content created by yourself or other people
(as opposed to Directory Generator/Traffic Equalizer, etc. sites), then you are
usually going to be OK and you won't be asked to pay exorbitant PPC prices to
have your ads showing in Adwords.
I've seen examples of sites where the owner has been asked to pay $10 a click
while his competitor’s ads which have the same sort of landing page are showing for just $0.15.
The competitor's site had articles and other content, the first site was
just a NameSqueesetm form leading to a sales letter or an affiliate
NOTE - A NameSqueesetm form is
a page where the only option is to opt-in to a database of some sort or go back
to where you came from. Here's an example -
So, with all these things in mind...
1. Make sure you have created lots of pages of related, relevant content and put
your landing page on a quality site (which we do as SBI owners anyway).
2. It's OK to use a NameSqueesetm form on a site that has lots of
content, but make sure you have links to the other pages on your site visible
(show your left hand Nav Bar) or you could get hammered with higher bid prices.
3. When you create a new Adwords ad or ad group, Google will make an assessment of your
landing page and your site.
4. Be prepared with a “good” site that has lots of pages
indexed (which we nearly all have by the time we are ready to advertise on
5. One thing you can do that has a major effect on your 'quality score' in Google's
eyes is to create a different landing page on your site for each ad group, so the keywords
in your ads match the headline and body copy of your landing page.
This is just good marketing, and Google will reward you with lower bid prices
for being relevant.
changing the face of PPC
It looks like what Google wants is for sites that people pay to visit look more like free sites and less like squeeze
I think this is really going to change the way things are working online
with lots of people going out to look for a JOB over the next few weeks and
months because they won't be prepared to do the work required to get going again...
This is important - To make sure you are
cool with Google and don't get 'Google Slapped', ensure your site has at least 10 pages of original
content before you start your PPC campaign and that your landing pages are both related to your ads and have links to the other pages on your site.
Google has a preference on the site maps should be formatted and the way SBI submits them using an XML
feed is perfect, so most SBI sites should not be affected by these changes as
long as you follow the rules above.
For best results as far as opt-ins go, it's still advisable to put your name
capture form above the fold and put content
(articles, videos, links to other pages) below the form (watch the video below).
There are a million ways to put a page together.
Only a human can look at a page and say “this is a
NameSqueesetm or pure opt-in page”.
Real people’s complaints are more likely to affect you
than the robot finding your page doesn't qualify as a 'quality site, but most people don’t
complain, they just hit the back button and search again.
The linked content must be on separate pages (which is how we do it with our Nav
bar), not all together on the landing page.
Google wants people to be able to click
around your site and do some digging.
The bottom line is that Google can’t really penalize you for having an opt-in
form on your pages - forms are universal and the robot can’t tell that its an opt-in
form or something else.
This means that it is now more important than ever to start or continue
building your lists of prospects and buyers.
Now, Watch These Video Tutorials
Ok, let's move on to the new method we are using to generate traffic to our
sites from Google, with these latest changes in mind.
Important note - If
the tutorial audio starts before the video is visible (it usually depends on
your Internet connection speed), please wait until you see the video and then
re-start the video...thanks :-)
Step 1 - Create a landing page that
contains your opt in form - this is how to create the basic version or your opt-in
Click here to watch the
Step 2 - To make sure you fully comply
with Google's new rules, you may want to include content on your actual landing
page as well (highly recommended). This video shows how
Click here to watch
Step 3 - Create your Google Campaign and
start driving traffic to your opt-in page
Click here to watch
Step 4 - Tracking your opt-ins is
critical to make sure you aren't wasting money by bidding too much for keywords
that don't convert visitors into subscribers
Click here to watch
Step 5 - Adding more targeted keywords
will generate more traffic, but they have to be tightly targeted and relevant to
your landing page, your website and your thankyou page
Click here to
watch the video
Step 6 - Using Aweber - If you are using Form Build It or the SBI Newsletter
module, just follow the steps in the Action Guide to add subscriber forms to
If you are using Aweber (or think you will be using Aweber in the
future), here's a short series of tutorial videos on how to
set up your account, create and insert the form code you need into your SBI
page, and some other stuff you need to know...
Click here to watch video #1
on setting up your Aweber account
Click here to watch video #2
on creating your autoresponder messages
Click here to watch video #3
on setting up your name capture form
Click here to watch video
to see how to add your opt-in form code to your SBI website
Click here to
watch video #5 on finding ideas and content for your autoresponders and
Click here to watch
video #6 to see how to add a pop-over form to your website
Step 7 - Create your autoresponder series - what
do you say and where do you get content?
Click here to watch
Step 8 - Test and tweak your ad copy, your opt-in page
content and your autoresponders to maximize your income.
That's all there is to
it. If you follow the steps above you can still profit massively from Adwords,
you just have to stick within Google's guidelines.
But there's more...
Arbitrage is still alive and well...
And if you thought the old Google arbitrage strategy was completely
dead, I'm here to tell you it's definitely not!
The trick is, you have to get smarter than in the past.
You will have an uphill battle earning anything like you used to
with Adsense, but it's still possible.
or, take a completely different tack and start to monetize your
site with Pay Per LEAD affiliate programs
Because you don't have to make a sale
to earn an affiliate commission.
What happens is that your visitor normally only has to complete
an enquiry form for you to get paid, and you can earn anything from a few cents
to a hundred dollars or more for each lead you send to your merchant.
Take a few minutes to download a short ebook I've written which
explains this process in detail, and includes a link to a screen capture video
which shows you how I find high paying pay per lead programs.
To grab your copy, Right
Click' in this link and choose 'Save Target As' to download the ebook to
Read the book, watch the video inside, then go out and find some
high paying programs for yourself.
You can use the same system I showed you earlier to generate
traffic with Google Adwords, but instead of putting Adsense on your pages, put
invitations for your visitors to fill in a form for more information or a free
Please remember, not every campaign or site will be able to do
the same as this. Some will do better, others not as well.
Testing and changing everything over time will help you to
maximize your earnings using this system
Plus, I'm getting people opting in to the list on that site as
well, so I'm effectively building my list and getting paid for it upfront!
And the page people land on from my Google ads also sells a
product for US$47.00. Currently about 1.5% to 2% of the visitors who arrive at
that page buy that from me too...
You can do this yourself.
Follow these steps and tips -
Bid low for Adwords
Get opt-ins and
Let people roam around
your site by including your Nav bar on your landing page
Have popup forms and
subscriber forms on every other page so that as soon as they stray
away from your Google landing pages they see one and have the opportunity to opt
additional keywords when you have the system working and track everything
Have links to your
important - see
here) clearly visible on your Nav bar or at the bottom of your opt-in
...and you can still make money from the Google Arbitrage system,
plus earn ongoing income from sales of products and services to your lists of
Test it out and see for yourself...
And one last
The other day I received an email from Perry Marshall (the worlds foremost
expert on Google Adwords) sent to him by one of his subscribers.
I've included it word for word below as a warning to
you before you rush off and start your first Google campaign...
"I read the web pages about your Google Adwords and received the 5 part email series.
But I didn't buy it. Now I regret it.
Being a total newbie to the Google Adwords scene, I tried it and was impressed with the beginning of actual sales!
Not much. 2 or 3 ebooks a day for a week.
Then my first weekly Google bill (I didn't know they automatically charged your credit card EVERY week!). $128. Hmmmm.
That's not too bad but it severely cut into those $25 ebook sales commissions!
Then I thought I would save money by tweaking down all the numbers, not knowing what I was doing.
Second week: same sales rate, a couple hundred dollars profit.
Second Google bill: $2,600+!!!!!!
OMG! That's more than I make in a month in my day job!
All campaigns I immediately put on "pause" and promptly emailed Google: "WTF?"
I have no idea how or when I'll be able to pay them.
I should have bought, read and followed your book.
As soon as I am able to do so, I AM BUYING YOUR BOOK!
Yes, you use this as an unsolicited testimonial.
Thanks for being there.
...please don't take what you've learned here lightly.
Google Adwords used effectively can transform your business.
Used unwisely it can send you to the poorhouse.
At the very least, go to Perry's website and register for his free
day Mini Course which will show you some of the advantages and traps in the
By reading this course you will have a better understanding of the power (and
the pain) of using Adwords than 90% of the people currently using the system.
Please listen to this short message where I'll wrap up this system and give
you my final thoughts before you get started...
thankyou page I'm using for when people opt-in to our Husky News
I've used audio on that page to tell people how to verify their email address, but if you
don't have access to audio (I use Instant
Audio because it's easier to use with SBI than trying to upload audio files
all the time :-), you need to clearly spell out exactly
for them how to go too their email account and click on the verification link in
your first message so that they receive the rest of them.
It's always a good idea not to give your visitors access to the free report
until AFTER they have verified their address or you'll have a lot of opt-ins who
Make sure you mention this if you are giving away a free bonus so they know
they will be rewarded for verifying their email address when they join your list
but won't get the freebee if they don't.
You can use Google News to find
news items you can base your autoresponder messages on.
Look at current events
and try to write articles about hot topics that won't date too quickly.
Visit Google Video which is great for
finding niche related videos that you can send to your subscribers as part of
your newsletter content.
suitable videos, copy the link from Google Video into your autoresponder message
and send your visitors a short
note telling them about it.
This is what friends do for each other, and your subscribers will start to
look forward to hearing from you because they won't know what's coming next
Also check out YouTube for more videos that
you can use for this...
(Also, get on the lists of other people in your niche and see what they are
sending to their subscribers - you can model what already works instead of
reinventing the wheel)
Web Law. It also helps you create all sorts of other legal forms for your
website. You need these pages on your website to cover your butt :-)
I use and recommend Aweber
for setting up your Autoresponders. You can use Form Build It but it's limited
in that you can only send 7 messages.
You can also use the SBI newsletter module and I did this for the first two
years I was online, but by using a dedicated autoresponder, I've made a LOT more
money by being able to automate my follow up much better.
I've also been able to create multiple, tightly focused lists of people with
different likes and dislikes, and develop several long term mini course/follow
up sequences that bring in ongoing income.
For twenty bucks a month, it's been
invaluable to my business.
Adwords is a minefield if you aren't prepared.
As Michael Masterson said -
"Life is too short to be learning necessary skills by trial and error and teaching yourself. When you need to develop expertise in something new, hire an expert and learn it properly in a month, instead of
over a couple of years."
With this in mind, read this review of my all
time favorite Adwords tutorial by visiting
I hope this Adwords update and tutorial series helps you to turn these latest changes at Google to your
Thousands of people have been wiped out by this, but as usual, SBI'ers will be
laughing at them with our multiple streams of traffic and income.
Until next time,
Question - Because my site is so new, I only have my home page indexed by Google - none of my tier two or three pages are listed yet. Is this going to be a problem?
Answer - Because your site is a 'real' site as opposed to the typical one page sales letter/traffic equalizer stuff that Google is trying to stamp out, you should be OK.
The Google search 'bot will visit your site and check it out, will find content related to your keywords and pass
A real person will visit your site, see that you are providing a 'quality user experience' as they call it, and will most likely approve your ads.
Question - I'm having to bid too high to get the positions I'd like for my ads. What can I do?
Answer - For your bids, test using say US$0.11 for search and US$0.03 for content and see what happens.
All you can do is test different keywords (try one or two keywords per ad group for now, normal, phrase match and exact match) and see what ROI you get (if any).
You should get clicks down to about ad #25 in most markets or so (if the ads go that far), so you'll have to test it, and if you're not getting any clicks, try some less competitive keywords with cheaper bid prices.
The main goal is to get people onto a list, so your Adsense and other income from your visitor's initial visit isn't relevant over the long
If you get people onto a list, they'll be seeing a LOT of Adsense ads, affiliate stuff and maybe your own products one day which should make it all worthwhile.
Most advertisers are unwilling to go negative on the front end to hopefully make it up on the back end. You need to be prepared to lose a little on the front end (especially while testing this) in order to clean up on the back end over time.
I've heard Dan Kennedy say that he saved thousands of dollars building his customer base slowly when he first started out because he wasn't prepared to lose money on getting customers, but it cost him millions of dollars over the years because he wasted so much time building his 'herd'.
His advice - BUY as many customers as you can, as quickly as you can - pay as much as you can afford to get them onto a list to get that first sale, even if you go slightly negative on the front end to get them.
Create a 'herd' of your own, build a corral around them to keep competitors away and provide great service, and you'll do much better long term than trying to save a few bucks in customer acquisition.
It's all an investment in the future. If you test it with different words and ads and it doesn't work, hey it was just a test.
But I'm sure you'll find combinations of words and landing pages that will work for you (I have some in the photography market on our Hobby site already :-)
Test and tweak, that's the secret. Then, once people are on your list, you've got them.
Check out Perry Marshall's Adwords book (grab his free mini course
here) or his Renaissance club to learn how to get the most out of Adwords and this
Question - in all your Camtasia videos, you don't touch the 'standard' or 'accelerated' option for add frequency in Adwords. Would it not be a better idea for testing purposes to have accelerated adds as you'll see results faster?
Answer - The accelerated option is only if your daily budget is set too low for your campaign or ad group and you shouldn't do this unless you really have
If you do choose the accelerated option and your budget is too low, you have no control of when your ads are turned on and off by Google, and they may not be showing just when your target market is searching for you.
Leave it at the default setting, set your daily budget to slightly more than what Google recommends (if you can afford to test it there, if not, lower your bid prices) and you should be OK.
Regularly check your ROI, test and adjust accordingly, and see what happens.