part one we’re gonna talked about optimizing and you know I like to talk about before the click during the click and after the click so let’s talk about one before the click Add split testing so this is one way to optimize and it’s pretty simple it’s actually very simple it gets a little bit into copywriting and conversion so if you want a refresher on that you can look in the members area for the modules on that or you can check out the last master class where we talked to connor expert copywriter you could also check out books like Kash vert izing or you can check out books by David Ogilvy confessions of an advertising man you could also check out I think it was Gables or Caples John Caples something something about ads or breakthrough advertising by Eugene Schwartz those people were like legendary writers of ads so if you want to go down that Avenue I don’t think you have to do to be honest if you’re gonna be working with Bing and even Adwords I honestly don’t really think you need to but it could it could help and if you want to if you want to get really good at copy to me the easiest strategy for writing ads I’m sure you’ve heard it many times for me but basically just relevance just be relevant to the keyword but you can definitely see very big differences in click-through rate which means for basically the same cost per click you’re going to just get more people to see your landing page so for the same price your if you can increase your click-through rate now if we can increase this click-through rate from 3% to you know 20% then instead of getting 15 people oh boy here comes math yeah you kidding out boy I don’t know why I set myself up for that I basically can’t do mental math it’s crazy I used to be really good at it like third grade and then and then a girl from my class kept beating me and I got really mad and upset and I just gave up on that but anyways let’s just say instead of 15 people showing up we would get 40 people to show up for the same price so we will spent $5.00 and we get 40 people instead of $5 and we get 15 and actually the way that Bing and AdWords both work is they actually reward click-through rate by giving you a better price and better position so you’re actually even gonna get better ad placement and cheaper clicks if you have higher click-through rate so it definitely is worth your time to figure out to do ad split testing and it’s incredibly simple this is the whole process of split testing ads you click you go into your ad group you click create ad and it’s as simple as just changing this headline so so one thing that I did learn from David Ogilvy who was kind of like the basis for Mad Men he kind of like invented the advertising agency in America or actually in England I think he was in England I can’t remember know he created Madison Avenue which is in New York but I think he’s from England anyways he said 80 cents of every advertising dollar is in the headline so if you’re gonna just do kind of like an 80/20 like what things should focus on that’s gonna have the biggest impact the most often then I would just work on this one the title part one and then maybe title part two these are these are where most of your attention is gonna be so this is a good headline for Bing because it has our the bulk of our keywords revolve around tactical pen and tactical pen the actual keyword is in the ad that’s a good ad because it’s highly relevant so it should get a very high click-through rate to be fair 3% is not that good of a click to rate to me which makes me want to go look at the keywords and see which keywords are giving us the most clicks because for that relevance of an ad I think we should be getting better click-through rate let’s see what we can get this is irritating mm-hmm okay let’s just look at it clicks all right so they’re kind of scattered to be honest so survival pen the exact match has given us two clicks click-through rate all right so for this keyword that ad has a 50% click-through rate and for this keyword it has a 100 percent click-through rate so those are both very very good phrase match okay so phrase match is giving us a two percent and Wow even two percent for it to exact match that’s crazy I mean it must only have a few impressions so these averages are going to get more accurate with time and results they’re gonna get more and more accurate and they’ll give us more data to use now so let’s get back to writing it out oh yeah I just wrote basically the same thing now there’s different kind of angles you can try with halves so for this one we’re sticking with the idea of a free tactical pen which I actually think is probably the best headline for now the world’s greatest that’s pretty lame I think doesn’t it’s not really like compelling what if we went with limited supply now we add scarcity so now we can test the angle of scarcity versus the angle of quality right so the world’s greatest is saying that it’s a high quality product oh I’ll mess that up now I’ve messed up our precious data greatest you guys hopefully you understood what I just did there so remember make sure to be inside your ad group and then click create ad now we’re creating a new ad and instead of a world’s greatest’ we’re gonna go with limited supply and so that right there look it just took us 30 seconds and now we’re split testing a new ad so anytime you add a new ad to an ad group Bing is gonna automatically split test these two against each other which means it’s gonna just it’s gonna be constantly testing to see which one gets a higher click-through rate and they really want you to do this because at the end of the day they want as many people clicking on ads in their platform as possible that is a better experience for the user and so they’re gonna reward you with cheaper clicks and higher positions and better quality scores so this is really good and it’s super easy you can do this anytime you want you can jump into any ad group and just create as many ads as you want I recommend having just maybe three ads running at a time depending on how much traffic you’re getting if you do more than that it’s it gets like kind of hard to read the data so now over the next few weeks or days or however quickly this thing will get traffic and maybe we can make it get more traffic by using some of our scaling techniques as it gets more traffic then we’re gonna start to see some results right so you know in the first hundred impressions this thing might get 15 clicks on its own and then it’s click-through rate is gonna be 15 percent that one’s easy because it’s 15 out of 100 so if if that were true then Bing is gonna start giving this add a lot more priority it’s gonna start putting this ad into that slot and it’s gonna keep testing and keep testing them and eventually it’s gonna be obvious that this one’s getting 15% and that one’s getting only 3% and this one’s gonna be our winner and it’s probably gonna get us a lot more conversions at a lot cheaper price so this is a really easy way to optimize I’m gonna try doing the same angle in both Bing and syndicated want to make sure ya create ad so simple but that’s a pretty significant difference in the approach right this one’s saying world’s greatest which may or may not appeal to people who were searching for a tactical pen maybe they’re not looking for the world’s greatest tactical pen maybe they would be more motivated that there’s a limited supply so they better click on this ad real quick and then once they get there they’re gonna see it’s free also free while there are says free there so so great that’s how you split test ads and that’s why you split test ads is because if you get a higher click-through rate you’re gonna get a higher quality score cheaper clicks and higher position for the same price or even lower price so if you really if you have a good campaign that’s going going well you really do always want to be split testing now do I always do this no to be honest I don’t but you should and it’s not that you should it’s that it won’t make you more money so it all it’s you know you balance your own time and priorities but if you have a campaign that’s doing well I don’t think you just split test everything I think you just split test one something starts to work or if you really want to make it work so let’s say you’re not an affiliate let’s say you actually have your own product and you’re like I want to get paid traffic then it would be worth your time to split test right from the beginning because you need you want to make this one product work and so now you’re gonna have to figure out what angles people respond to what keywords etc affiliates typically have a different approach we’re kind of just like was move on to another offer right if this one doesn’t work but if it’s your offer your business your mechanic shop then you need to make you need to find out how to make it work because you’re not gonna be changing businesses you you just need to make this traffic source work so this is also the way to make your traffic source work just keep testing I have friend who’s incredibly successful on Google AdWords and he recently shared with me that he he went through thousands of dollars worth of testing and he found that one ad copy he really did completely outperformed the others and he had to go through 20 different versions to find that one angle that just converted like crazy and just blew up his his sales because of this one hat so it is it is not just a you know a thing that you ought to do like I said earlier it’s it’s something that can make you a lot dramatically more money if you do it right so just know that and know that that tool is available and [Music] it’s very easy way to start optimizing and if you don’t touch anything else you’ll just continuously make more and more money over time because you’ll be improving your click-through rate and lowering your cost per click