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Everyone makes decisions rationally, right? People weigh the pros and cons, consider their values and priorities, and maximize benefits while minimizing costs. People balance risks and rewards, and get better over time as they learn from their experiences.

That doesn’t sound like anybody I know. The truth is, all people make decisions emotionally, in their guts. They justify those decisions using logic, but the part of the brain that can handle matrices and cost-benefit analyses is just slower than the part that acts out of fear and greed. Before they consciously ponder, that old reptile brain decides instantly whether someone is friend or foe, prey or predator. The AdWords ad heightens the emotional aspect of decision making because\ the rational brain has very little to go on: three lines of text and a Web

address. Marketing consultant David Bullock, of www.davidbullock.com, puts it this way:

How do you connect to the “right” click?

One second is all that you have to get the attention of your online visitor.

That’s it. The fastest way to meet your revenue goal is to figure out what to say, write,

or display in this little 1-inch space to get, hold, and motivate the viewer to

click your AdWords ad.

Simply, the idea is to develop a stunning emotional appeal that gets the “right” click.

By definition, emotional appeal is the mental state that arises spontaneously rather than through conscious effort and is often accompanied by physiological changes; a feeling: the emotions of joy, sorrow, reverence,

hate, and love.

As you boil it down, most of the decisions people make are based on fear and desire. All emotional states arise from one of these two states. We are either moving toward something or away from some situation.

Your ad has to hit the visitor/searcher right between the eyes, make an instantaneous connection and move the visitor to spontaneously gravitate towards your offer. It is not a matter of logic. Your visitor has no time tothink about not clicking your AdWords ad. Your goal is to get them to your landing page and move forward in your customer-acquisition process. Either you hit the mark or you are off. You either get the click or you don’t. Period. End of story.

Your four lines must focus on emotions first and logic second. Your prospect will use logic to construct a search strategy (choosing keywords, searching for information, refining the search to longer and most specific keywords, and so on), but moves toward and away from search results and Web sites based on a subconscious emotional response.

To write effective ads, you have to understand the conversation that just took place inside the head of your prospect as he typed the keyword that brought him ad to them. What is his story? What is he telling himself about his situation and how to improve it?

And I mean story quite literally. Go check out a book of fairy tales, or rent a couple of Disney movies to remind yourself what a story contains: a hero (that’s them), a problem, a trigger to action, obstacles and villains, and a happy ending. If your ad can connect to the right place in their story, you can grab their attention and lead them the rest of the way.

Figure shows the top ten ads for the keyword home based business. Which ads plug into compelling stories?

Home-based business offers tap into the business opportunity market, which is actually several different markets, each with its own set of motivations and internal stories. Examine the first four ads to identify what they’re up to:

Home Business: A no-nonsense ad that uses words like legitimate and serious to emphasize the soberness of this opportunity. The syntax implies that the entrepreneur in question is already doing this, making it by definition do-able. The ad connects with the prospect whose story is, “I don’t believe in something for nothing. If I want to be successful, I have to be willing to work for it. (But not too hard, I hope.)”

I Was Scammed 37 Times: This ad allows the reader to bond with Danny over his misfortunes, and to feel superior to him even as they take his advice. The word scammed appears three times, tying into the cynicism

of the serial opportunity seeker who too has felt scammed yet keeps hoping that the perfect business opportunity is just around the corner. The word absolute is a powerful emotional trigger, making the tone one

of righteous indignation. Prospects who subconsciously want a protector will be drawn to this ad.

Home Based Business — Free: The emotionally laden phrase in this ad is, “You won’t get rich.” The word realistic and the modest income claims support the notion that this opportunity, unlike others, is achievably modest. It’s designed to give hope to those who have been burned or turned off by big promises. This ad connects with the story, “If something’s too good to be true, it probably is.” The URL reflects the theme of realistic expectations by calling it a project and promising a payday rather than a windfall

Don’t Lose $49 Bucks: This ad is similar to the second one, but speaks directly to the prospect’s fear of loss by concretizing and quantifying the risk. Even without knowing how they might lose this $49, the prospect for this ad is suspicious enough to want to find out. The ad appeals to “cautious risk-takers” who believe that having inside information can make them safe. Their story goes like this: “The world is a dangerous place for suckers, but I will be rewarded for my educated boldness.”

frustrated employee of a large company who envies and probably resents the CEO. The word passport attracts prospects who view exotic travel as market of success. They crave movement and excitement over security.

An old marketing acronym, AIDA, names the four states that have to occur, in order, in your prospect before you can make a sale:

? Attention: Attention is compelled by a headline that names the prospects or their pain, or connects with one of the big three motivators: greed, fear, or curiosity.

? Interest: Interest is raised by naming features and benefits (price, free shipping, options, works in zero gravity, you know the drill).

? Desire: The desire is the happy ending, or a promised step in that direction. (They can’t slay the dragon until they find the enchanted sword.)

? Action: The action is the click, to go from the Google results page to your landing page.

Additionally, hundreds of thousands of Web sites show AdWords ads on their pages as part of the AdSense program, which pays Web site owners to show AdWords ads on their sites. (See Figure for an example.) Think of an online version of a newspaper or magazine, with ads next to the editorial content. The content of the page determines which ads are shown. On sites devoted to weightlifting, for example, Google shows ads for workout programs and musclebuilding supplements, rather than knitting and quilting supplies. Google lets you choose whether to show your ads on this Content network, or just stick to the search networks. Although anyone with a Web site can use the AdSense program, Google has a special relationship with some of the most popular content sites on the Web, including

? About: www.about.com

? business.com: www.business.com

? Food Network: www.foodnetwork.com

? HGTV: www.hgtv.com

? HowStuffWorks: www.howstuffworks.com

? InfoSpace: www.infospace.com

? Lycos: www.lycos.com

? The New York Times: www.nytimes.com

? Reed Business: www.reedbusiness.com

Gmail is Google’s Web mail service. It displays AdWords results to the right of the e-mail you receive. If you choose to syndicate your ads, your prospects who use Gmail may see them if the text of the e-mail is deemed relevant to your offer. For example, Figure shows an e-mail that I (almost) sent to the MacArthur Foundation, humbly explaining why I should receive one of their “genius grants.” To the right, you can see ads for small business grants, a Cow Ringtone, triggered by my mention of a self-esteem program for cows, and two resources for college grant-seeker

1. Where and When the Ads Show

You can choose to show your ads to the entire world, or limit their exposure by country, region, state, and even city. You can (for example) let them run 24/7 or turn them off nights and weekends. You also get to choose from AdWords’ three tiers of exposure, described in the following s.

Google results

When someone searches for a particular keyword, your ad displays on the Google results page if you’ve selected that keyword (or a close variation) as a trigger for your ad. For the ad shown in Figure, if someone enters kids asthma prevention in Google, they can view the ad somewhere on the top or right of the results page

Search partners results

Your ads can also show on Google’s search partners’ network. Companies such as AOL and EarthLink incorporate Google’s results into their search pages, as in Figure.

A partial list of Google search partners includes

? American Online (AOL): www.aol.com

? Ask.com: www.ask.com

? CompuServe: http://webcenters.netscape.compuserve.com/menu

? EarthLink: www.earthlink.net

? Netscape Netcenter: www.netscape.com

? Shopping.com: www.shopping.com

The Google search engine, found at www.google.com, processes hundreds of millions of searches per day. Every one of those searches represents a human being trying to solve a problem or satisfy an itch through finding the right information on the World Wide Web. The AdWords program allows advertisers to purchase text and links on the Google results page (the page the searches sees after entering a word or phrase and clicking the Google Search button)

You pay for the ad only when someone clicks it and visits your Web site. The amount you pay for each visitor can be as low as one penny, or as high as $80, depending on the quality of your ad, your Web site, and the competitiveness of the market defined by the word or phrase (known as a keyword, even though it may be several words long) typed by the visitor.

? Line 1: Blue underlined hyperlinked headline of up to 25 characters

? Line 2: Description line 1 of up to 35 characters

? Line 3: Description line 2 of up to 35 characters

? Line 4: Green display URL (URL stands for Uniform Resource Locator, the way the Internet assigns addresses to Web sites) of up to 35 characters The fourth line, the display URL, can differ from the Web page your visitor actually lands on.

Have you ever bought an ad in the Yellow Pages? I remember my first  time — I was terrified. I didn’t know what to write. I didn’t know how big an ad to buy. I wasn’t sure which phones to advertise in. I had no idea what headings to list under. I had to pay thousands of dollars for an ad I wouldn’t be able to change for the next 12 months. And I had recurring nightmares that I mistyped the phone number and some baffled florist in Poughkeepsie got thousands of calls from my customers.

Why am I telling you this? (Aside from the fact that my therapist encourages me to release negative emotions?) Because I want you to appreciate th significance of Google AdWords as a revolution in advertising.

You can set up an AdWords account in about five minutes for five dollars. Your ads can be seen by thousands of people searching specifically for what you have, and you don’t pay a cent until a searcher clicks your ad to visit your Web site. You can change your ad copy any time you want. You can cancel unprofitable ads with the click of a mouse. You can run multiple ads simultaneously and figure out to the penny which ad makes you the most money.

You can even send customers to specific aisles and shelves of your store, depending on what they’re searching for. And you can get smarter and smarter over time, writing better ads, showing under more appropriate headings, choosing certain geographic markets and avoiding others. When your ads do well, you can even get Google to serve them as online newspaper and magazine ads, put them next to Google Maps locations, and broadcast them to cell phones — automatically.

AdWords gives you the ability to conduct hundreds of thousands of dollars of market research for less than the cost of a one-way ticket from Chapel Hill to Madison. And in less time than it takes me to do five one-arm pushups (okay, so that’s not saying much).

AdWords can help you test and improve your Web site and e-mail strategy to squeeze additional profits out of every step in your sales process. It can provide a steady stream of qualified leads for predictable costs. But AdWords can also be a huge sinkhole of cash for the advertiser who doesn’t understand it.

A material can be stored, transported, and sold in various units of measure. In mySAP ERP, you can define various units of measure that are maintained in the sales and distribution screens of the material master record.

However, you only need to maintain the fields of the units of measure if they deviate from the base unit of measure. You can enter the following units of measure in the Sales and Distribution screens

Base Unit of Measure This is the unit of measure used as a basis for all transactions. All quantity movements in other units of measure, should any exist, are converted automatically by the system into the base unit of measure. For instance, the base unit of measure may be pieces—as an example, stock of widgets is managed in pieces.

• Alternative Unit of Measure If a product is managed in the base unit of measure “piece” but is sold in the sales unit “box,” you must define the conversion factor. The alternative unit of measure can define, for example, that one box of this material contains five pieces.

relevant for sales. You can replace them with other alternative units of measure in the sales order. For example, if you sell widgets in boxes, then you would use the box unit of measure as the sales unit.

• Delivery Unit The delivery unit refers to the unit in which materials can be delivered. Only exact multiples of the delivery unit can be delivered. For example, with a delivery unit of 30 bottles, 30, 60, or 90 bottles can be delivered, but not 100 bottles.

Quantity Specifications

SAP uses two different quantity specifications for the material master record:

• Minimum Order Quantity The minimum order quantity refers to the minimum quantity the customer must order. A warning message appears if the minimum order quantity is not reached during order entry.

• Minimum Delivery Quantity The minimum delivery quantity refers to the minimum quantity you must deliver to the customer. The minimum delivery quantity is automatically checked during delivery processing. A warning message appears during delivery processing if you enter a delivery quantity lower than the minimum delivery quantity.

• Sales Unit The unit of measure in which materials are sold is referred to as a sales unit (for example, piece, box, or bottle). The value you define in the material master record is proposed during business transactions

Here’s another one that falls into the same category as not using clickbots or holding clicking contests. Don’t pay other people to click your ads.

These kinds of programs are sometimes billed as affiliate programs. People who put them together offer a portion of their revenues to a person or group
of people who in turn click their AdSense ads. That’s all great, and it might even work for a little while, but eventually someone will squeal or Google will catch on.

The penalties for falsely inflating your AdSense revenues can be stiff. You can (of course) possibly lose your AdSense privileges, but there’s a darker side to click fraud if you get caught with your hand deep enough in the cookie jar. Google has been known to prosecute people who commit click fraud, especially in cases that are considered extreme.

The best strategy for increasing your AdSense revenue and maintaining that revenue long-term is to do it by-the-book. Use the strategies I talk about in
this book — all the chapters include some kind of strategy that should help you increase your revenues — and avoid anything that can get you into hot
water with Google. Because you’ve gone about building your AdSense business the right way, you’ll continue to see returns on your AdSense efforts for a long time to come.

Here’s another facet of click fraud. Clicking contests are conducted when someone who publishes AdSense ads creates a contest for which site visitors
must click an ad to qualify. The contest is usually monitored with a secondary script that the Web site owner creates.

This artificially inflates the number of clicks that you receive on your AdSense ads, driving up the revenues that your site generates. This is bad for two reasons.

First, you’re creating an artificial bump in revenues. That means to maintain that level of revenue, you have to come up with increasingly creative ways tob get people to click your AdSense ads until you’ve reached the point of outright fraud. Never good.

Second, artificially inflating the number of times that someone clicks one of your ads causes the system to be skewed on the Google side, too. The advertisers have to pay more for advertising. Even more troublesome though is that your site could be taken as a site that generates a lot of traffic and so might benefit from a cost-per-impression ad.

Great news for you if you have a ton of traffic, but if you don’t, you could end up on the losing end of that proposition. Being limited to cost-per-impression ads also means that the advertisers that are specifically targeting your site lose out. In turn, Google loses out on potential revenues.

Now, you may not give a flying flip about the other people and companies in the mix, but you should care that if you get caught using this kind of tactic to increase your AdSense revenues, you’ll lose your AdSense privileges.

As uptight as Google can be about the sites that display AdSense ads, you’l find this next little bit hard to believe — I did.

Many people (myself included) have more than one Web site or blog. Because AdSense only allows you to have one account, if you want ads on all your sites, you need to have multiple sites listed on your AdSense account, right? Wrong. You only need to have the one site that you listed when you first created your AdSense account

As uptight as Google can be about the sites that display AdSense ads, you’ll find this next little bit hard to believe — I did. Many people (myself included) have more than one Web site orblog. Because AdSense only allows you to have one account, if you want ads on all your sites, you need to have multiple sites listed on your AdSense account, right? Wrong. You only need to have the one site that you listed when you first created your AdSense account.

Creating channels is easy:

1. Log in to your AdSense account and go to the AdSense Setup tab.

2. Select Channels and then select the type of ad that you want to create a channel for (AdSense for Content, Search, Referrals, and so on).

3. Click the Add New Custom Channels link, type the desired name for your channel, and click Add Channel.

See? I told you it’s easy. After you have channels set up and you create an ad, choose the channel that you want to use to track it, and then that linkage is built into the code. When you’re ready to track your ads, you can view reports by channel.

The Payment History section of the My Account tab is where you can see what your current balance is or what payments have been made to you in the past. AdSense doesn’t send out payments until you reach $100, so if you’re below that level, the balance carries forward each month until you hit the $100 level. Payments can then be issued through check or direct deposit.

The View drop-down menu in the Payment History section lets you change the months for which you’re viewing your payment history. Your options are Last 3 Months, Last 12 Months, or All Time.

You should’ve set up your payment method on the Account Settings page when you first opened your AdSense account. If you didn’t, AdSense can’t pay you, but you can’t change those details on this page, either. This page is strictly a reporting page. You have to go to your Account Settings page to make changes to your payment method and information.

Next to each month listed on the Payment History page is a blue Details link. Click this link to go to a page that details how your earnings are categorized (AdSense for Content, AdSense for Search, and so on), what the subtotal is, and how much your monthly earnings are. You can also download this information to a CSV file by clicking the Download CSV File link at the top of the Details report.

Farther down the Payment History page, you also see a payment schedule. AdSense payments are sent at the end of each month and are sent either by Electronic Funds Transfer (EFT), Express Secured Delivery, or Standard Delivery. The Account Settings area is where you make changes to your payment delivery method and account numbers if you’re having payments delivered via EFT.

No two ways about: Part of your day-to-day site administration involves managing your AdSense account. Now, with any Google application out there, managing the application or program is pretty straightforward. AdSense is no exception.

To manage your account, log in to AdSense and then select the My Account tab. From this tab, you have several options for account maintenance, including: Account Settings, Account Access, Payment History, and Tax Information, as shown in Figure

Your account settings

The Account Settings section of the My Account tab lets you add or change e-mail addresses and passwords, update your address and payment information, and/or change your ad type preference.

To change any of the settings here, click the blue Edit link next to the header for that section. When you click this link, a new page opens from which you can change the information that’s pertinent to that segment of the Account Settings section. After you make whatever changes you want to make, click  Save to update your account settings.

The Account Settings section has a Property Information area. The numbers shown here are your account IDs for each area of AdSense that you choose to use. For example, if you’re using AdSense for Search, AdSense for Content, and AdSense Referrals, you have three different IDs shown. In most cases, you don’t need to know these IDs. Google keeps up with them for you and includes them in the code that’s generated for the ads you display.

However, if you ever do need to know them (say, if you’re having trouble with your AdSense account and you call tech support), this is where they’re located. Don’t share those ID numbers with anyone, though. They’re specific to your account, and if you give them out, someone else could gain access to your account.

AdSense calls reports that you’ve preset certain variables for — dates, for example — Quick Reports. These reports are easy to get to. When you log in to your AdSense account, the page that you land on is the Main Report page. You’ll find the Quick Reports section at the bottom of that page. These reports are already set up for you — basically —, so all you need to do is click the link for the report, and a new page loads with those variables already in place.

When a new report loads, notice the customization options shown at the top of the page. (They’re above the fold; you actually have to scroll down the page to see the report data.) These customization options allow you to change dates, products, and even ad unit information to further customize your report view.

Figure shows your Quick Report options for AdSense for Content ads. Here’s what each report entails

This Month, By Day: If you select the This Month, By Day report, you get pretty much the same information as shown in the Overview report, such as page impressions, clicks, and earnings, but you get that info for each day of the current month.

Last Month, By Day: Instead of displaying the current month’s data, this report lets you look a bit deeper into the historical data to see what trends might be emerging. (Okay, deep here is a relative term; I’m only talking last month.) For example, are certain days better for generating AdSense income? If you can see those patterns and use them to develop useful theories and scenarios, you can test those theories in an effort to further increase your AdSense earnings.

If you use AdSense for Search on your site, additional reports may provide further statistics about your AdSense revenues. Even though AdSense for Search is a little different than AdSense for Content, the reports should have the same outward appearance. The functions of ads are different than the functions of searches, but you end up tracking the same information — clicks, impressions, earnings, and so on. Like AdSense for Content, you have reports for This Month, By Day and Last Month, By Day, This Month, By Channel & Day, Last Month, By Channel & Day, but you also have an additional report — Top Queries

Remember, channels are just tracking capabilities. In the reports listed above, By Channel just means that each different channel — or tracking group — you’ve created will have its own section on the reports.

All the remaining report options are pretty self-explanatory, except for the Top Queries report. That report actually shows the same information as the other reports, but the information is ranked from most popular to least popular, based on search queries that visitors conduct from your site with the search box that you placed on your site.

If you don’t use AdSense for Search on your Web site, these reports just return empty, without any data. Keep in mind that all such reports, whether they’re for AdSense for Content ads or AdSense for Search ads, come to you already pre-defined. You still have the option to change any of the variables in the report so that you can further segment (or separate) data that concerns your AdSense activities. That’s where custom and advanced reports are useful — so useful, in fact, that they deserve their own section.

After you set up your Google Analytics account and have a few days to collect numbers, the true value of the program starts to shine through. This section shows you how to put that value to use.When you log on to your account from the www.google.com/analytics/ page, the first screen that you see is a Dashboard overview of your available stats, as shown in Figure

These stats are, by default, the stats most folks consider important when it comes to Web site traffic numbers. You may not be like most folks though, which is why you’re free to add other snapshots to the Dashboard if you’d rather see something there. One thing you can’t do, however, is remove or replace the Site Usage stats that you see at the top of the page. These are fixed permanently in place.

You can change the dates shown in the Site Usage section — the default dates always show the previous month You’ll find a handy navigation menu on the left side of the page, right under the Dashboard heading. This menu collapses and expands, according to where you click it. As shown in Figure, clicking one of the headings in the menu expands the menu so you can see additional reports that are available under that heading

Of all the reports that are available to you, the most useful ones in terms of tracking AdSense info are found under the Traffic Sources and Content headings. Under Traffic Sources, for example, you can access the following reports:

Referring Sites: This report, as shown in Figure, shows which other Web sites referred visitors to your site. This is important to your AdSense earnings because in addition to placing the ads on your page, you should also be marketing your site. One way to market your site is through other Web sites. This report tells you how successful those marketing efforts have been.

Search Engines: The Search Engines report shows you which search engines sent visitors to your site. Because you know that your site is search engine optimized by keyword, this gives you a glimpse into how well your keywords are helping search engines list your site in search results

Keywords: The Keywords report shows which are the most popular keywords that bring visitors to your site. No better tool is out there for finding out if you’ve chosen the right keywords for your site. You can then use this information to ensure that your site is targeted accurately to the keywords that bring people in. In turn, your AdSense ads will be further optimized to the correct keyword

In addition to the Traffic Sources reports, the Content reports also contain some useful insights. All these reports are related to the content on your site, so if you want to know what’s working and what’s not, this is where to fin out. The most useful reports from this section include

Top Content: This report lists the most viewed content on your site. Do you want to know what visitors to your site are looking at or how long they’re spending on specific pages? This report tells you. The report, as shown in Figure lists the top URLs. You can then click each of the URLs to view more in-depth information, such as the time users spend on the page and the number of visitors that exit from that page.

Top Landing Pages: Landing pages are where a visitor first “touchesdown” on your site. The Top Landing Pages report shows you exactly which of your pages those are. This is useful in a couple different ways. First, if you’re conducting marketing with a specific entry page, you can track how effective that marketing is. Second, this information is helpful when you want to know what pages users seem to be finding on their own, especially if you’re not conducting any marketing campaigns

One very cool feature of Google Analytics is that it has reports that are specifically created for people who use AdWords to advertise. If you use AdWords (and many people who publish AdSense ads do), you can take advantage of reports, such as AdWords Campaigns, Keyword Positions, and Audio Campaigns, which allow you to specifically track your AdWords results

AdWords is all about drawing new traffic to your site, so there’s no better way to track your success with AdWords than to use a Web site traffic statistics program. Google Analytics, being a Google program, is a natural choice. (If AdWords sounds intriguing, check out AdWords For Dummies by Howie Jacobson [Wiley Publishing].)