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Copyright © 2004 Steve Shaw One of the common issues that marketers face when using GoogleAdwords, is that the use of popups on the target page for theirad is not permitted. Many advertisers just completelyremove popups from their web site, which can not onlysignificantly damage the profitability that results from othertraffic sources, but, as we shall see, it is also not entirelynecessary. This article looks at alternative solutions, whichwhen implemented can virtually double the ROI (Return OnInvestment) for ads. It is well recognized that by capturing the visitor's emailaddress, and then following up with them via an effectiveauto-responder campaign, marketers can more than double theirchances of clinching the sale. Popups can be a very effectiveway of doing this, often helping to convert 50% of more ofvisitors to subscribers. With Google however, because popups are not permitted,you need to look for other ways in which you can maximize thevisitor-to-subscriber conversion ratio, and thereby alsomaximize the value you get out of each click-through to your website. Here are three main ways in which you can do this: 1. Set your target page for your ad as a so-called 'namesqueeze' page - this means the whole page you direct them to isfocussed on one thing, to get their name and email address,following which you can always redirect them to your normalsales page to try and 'make the sale'. You still need to makesure of course that your ad accurately reflects your targetpage. As an example of how to do this, let's say you sell cheapwidgets, and your ad is displayed for the keywords 'cheapwidgets'. Write a report or an ebook on 'How To Choose The BestCheap Widget' and offer it for free on your name squeeze page,in return for their email address. 2. Use a special type of popup that doesn't actually display ina new browser window, but 'hovers' over your existing web page -this type of popup is not detected by Google (nor for thatmatter can they be prevented by popup blocker technology), andworks in a similar way to dynamic menus, which of course areperfectly permissable. I have been using this type of popup verysuccessfully for many months in conjunction with Adwords. You can get a free copy of the software I use by sending a blankmailto:optinover@takanomi.par32.com. 3. Put popups on other pages - Google does not stipulate thatyou should no popups on your web site, only on the target pagefor your ad. This means that if your target page encouragesvisitors to click through to other areas of your web site, youcan add put popups on these other pages to help capture yourvisitors email address. For example, if you have a long sales letter, try splitting itup onto two or more pages. Your popup(s) can be placed on any ofthe other pages. I use PopUpMaster Pro to ensure that the popupdoes not appear if certain links are pressed - this means thatyou don't show the popup to visitors who click through to readother pages of the sales letter or to order, but otherwise (ifthey leave your web site) you show them an exit popup to try andgrab their email address before they are 'lost forever'. Use one of the above methods, and you should find that youcapture the details of many more visitors who click through fromyour Google ad - and by doing this, together with aneffective autoresponder campaign, your return on your ad couldgreatly increase too. About the author:Steve Shaw creates systems and software for effectivee-marketing. For the technical edge on e-marketing, and to claimsome valuable bonuses, you can subscribe to his popularnewsletter at http://takanomi.com/newsletter.
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