Friday, February 19, 2010

Google advertising campaign to sell green ebook

Prompted by a free voucher from Google, I started an AdWords web based advertising campaign for my "Green Technology Strategies" book. I set the campaign for $7.50 a day for a week and left it to Google's system to work out how many ads to put where (except none on my own web site). The result was 1,119 ads placed on average position of 4.1 (that is forth down in a list of ads), with Google's system automatically bidding US$1.39 per ad.

The result was only one "click" on the ad, at a cost of 50 US cents. There were no sales of the product advertised.

Admittedly, I set AdWords a tough challenge by trying to sell the most expensive, slowest to deliver hardback edition of the book (cheap instant ebooks sell best).

While this was a failure for book sales, I seemed to get more direct leads about my consulting business. It would appear that companies read the ad, did not buy the book, but thought "he wrote a book and so must be an expert on the topic, lets contact him".

Starting by running an advertising campaign which lasts a week is a good idea, as this will coincide with the tips Google sends you. Each week they send new advertuisers a mail message about one page long with some suggestions. The one tis week for me was on "Top tips for great keywords:

A great keyword is:

  • Ideally, 2-3 words long
  • Specific (keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted)
  • Directly related to the text in your ad
  • Directly related to the page your ad links to (specified by the destination URL) ...
Apart from being a useful technique which educators could emulate, these email messages are very useful marketing. Promoted by this I started a new campaign, linking to the eBook, rather than the print edition:
Green Technology eBook
Computers can reduce energy use.
As used by leading universities.

1 comment:

Daniel Kamen said...

If you really want to increase the quality of clicks you need to understand your quality score and your demographics. Quality score dictates how compatible your keyword phrase is to the relevancy of your target audience. The higher the quality score the lower you will actually pay for a CPC. Additionally you should have a more targeted campaign.