Posted by:
David Dittman
September 22, 2007
Issue #237
Issue #237
Hello all and welcome back to another issue of Working IT Out! Today’s issue is great! Greg Marsden from Smart Marketing has allowed me to pick his brain about PPC and the secrets to the success he has been having.
Now, you may not have heard of Greg or Smart Marketing yet. They are the unsung heroes behind countless successful PPC Campaigns. They’re out there getting it done.
Greg and his crew have had numerous success stories in direct marketing. They have experience managing campaigns that have generated well over 7.5 billion ad impressions and 23 million clicks to date (in some of the most competitive markets online).
They have the confidence and experience to develop wildly successful, self-capitalizing lead generation models for several different companies.
Now enough of my jibba, jabba – on with the show …
David: Greg, we’ve been working with your company for about four weeks now, and we’re impressed. Could you explain a little bit about yourselves and what unique skills you guys bring to the table?
Greg Mardsen: Well, I’ve been creating and managing paid search campaigns for about five years now and have been doing Internet marketing since 1997, so experience is a big part of our success. Most recently, I’ve focused on mastering Google AdWords marketing, and in the last two years alone I’ve generated and managed over 25 million Google AdWords leads for my clients. In that time, I’ve also had the freedom to experiment a lot and really boil down things to a system that works. And when you’re spending in the 25-30k a day range, you’d better know what you’re doing or you’ll go broke in a hurry.
I’ve also spent a lot of time studying direct response marketing and have recently teamed up with a professional copywriter since getting a click from an ad is only the first part of a successful campaign. Success or failure is always dependent on converting that click into something worth more than you paid for it on average, so we also look at the bigger picture when working with clients and advise them as to what can be done on their end to make the entire effort as successful as possible as well.
David: So if I’m new to the PPC game, what are some general principles I need to take into account?
Greg: First, don’t be fooled by how simple Google or the other search engines make it seem to get up and running. It’s true that anyone with a credit card and the ability to use a mouse can create a campaign and have traffic going to their site in minutes, but unless you invest some significant time learning what to do, you’re just going to pour money down the drain. People don’t just buy in at a poker game without learning the basics, but every day eager advertisers jump right in thinking they’ll make quick and easy money simply with more traffic to their site. It’s more competitive now than ever these days, so take the time to learn the game well before you get in, or it’ll hurt.
If you have done some homework and are ready to give it a shot, I’d stress that one of the biggest keys to success is being able to clearly distinguish what’s working and probably will work from what isn’t and not likely to. To do this, you need to break campaigns up into distinct units so you can adjust your strategy quickly based on how these units perform. Using smaller groups of closely related keywords, separating true search traffic from “content” traffic as well as separating broad vs. exact keyword match types are all ways you can group these units to see how they perform in comparison. If you can’t see a difference in performance you can’t adjust for it, so being able to see that clearly is critical. If everything you’re bidding on is all jumbled together, you’ll have a real hard time trying to get more of what’s working and getting rid of what’s not.
David: So let’s talk nuts and bolts … Can you give me a generic layout for a starting point of successful acquisition campaigns? For example, Google Ad -> Squeeze Page -> Sales Page …
Greg: That’s the basic formula, though often it works better to soften up your leads first with some free information via e-mail before you hit them up with a sales offer. One important thing to keep in mind is that the Google ad is the starting point and really the first line of your sales pitch, so it needs to be consistent with the copy of the squeeze page and sales page. It should hopefully set up people to be receptive to your headline. If the message of your ad conflicts with your headline on your landing page, your conversion rate will suffer, so keep that in mind when writing your Google ads. Try to keep the full conversion path in mind – ad to landing page to sales offer – so that each part of it fits well together.
David: What are some of the biggest mistakes people are making during acquisition campaigns?
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Posted by:
Julie McManus
September 21, 2007
Issue #236
Dear Business Builder,
TGIF and welcome back! If you’ve been reading In the ‘Net Trenches for any length of time, you know I typically cover issues you’ll face while marketing your products on the Internet. And today’s issue on qualifiers and call to action is no different.
You may also know I spend my nine to five (and then some) focused on web media … that’s my specialty. For those of you that might be unfamiliar with web media, are new to In the ‘Net Trenches or have spent the better part of the year deleting the issue of The Total Package that hits your inbox on Friday morning – let me fill you in.
Web media is simply any placement you can purchase from a website that sells advertising … this includes banner ads, text ads, pop-unders, newsletter ads, dedicated e-mails, co-registration and a host of other more complex marketing opportunities.
And for most every media placement you can buy, you’ll not only need a website or landing page (a place to send your traffic), but you’ll also need an ad. Your ad is your first line of defense for your web media marketing campaigns. Your ad is what is going to drive the traffic of prospects that will ultimately click through to your landing page. So, it stands to reason that the more prospects that are compelled to click on your ad, the more prospects that will ultimately reach your offer page. And the more prospects that see your offer, the more revenue you generate. Pretty important little bit of copy, don’t you think?
Then why is it that so many ads you see as you’re surfing the web look like they were an afterthought! Copy taken straight off the front of a corporate brochure you might find in the reception area of Any Company in Anytown USA … you know the ones, where they try to attempt to make their business seem far more complex than it really is.
These mediocre, unfocused ads are all over the web and today we’re going to give them a swift kick in the pants! No matter whether you’re a big brand advertiser seen all over the web or you’re a small company taking your first baby steps in the Internet marketing arena, the two secrets I’ll reveal in today’s issue will be sure to kick your ads up a notch!
Grab their attention with a qualifier
You have to consider your Internet ads as one little fish in a big pond. And, I’m sure you’ll agree the Internet is a very big pond. In a sea of noise, it’s important to cut through the clutter if you’re going to get any attention. One quick way to grab the fleeting attention of your web prospect is to include a qualifier at the very top of your ad. Assuming you know the demographic or psychographic of your best customer, a qualifier simply calls out to your very best prospect. It immediately targets your offer to a specific group of people and separates the wheat from the chaff.
By calling out to that specific group of prospects, you immediately capture their eyeballs away from the rest of the ads that are so eagerly vying for attention. Here are several examples of qualifiers for you to consider …
Attention Women Ages 25-44!
If you just purchased a home in the last 30 days …
Worried about high cholesterol?
Seeking Men Ages 55 and up to test …
Dog Lovers!
Parents with preschoolers are you …
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Posted by:
Gary Bencivenga
September 20, 2007
Issue #235
Dear Marketing Top Gun:
If I were on my deathbed about to wheeze my last breath, and you asked me to sum up in a single sentence the most important marketing secret I could bequeath to you before I kick the bucket (or bedpan), here is what I would whisper in your ear, hopefully without giving you anything contagious.
It’s a 9-word sentence I first read in the book Reality in Advertising by copywriting genius Rosser Reeves. He said that he had learned it from a legendary copywriter whom he didn’t name. This one sentence made fortunes for Reeves’ clients, as well as my own, and for scores of other marketers wise enough to apply it rigorously, as I hope you will.
Ready?
Bend close now as I whisper. Oops, let me raise myself up a bit first. OK, here goes …
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Posted by:
Daniel Levis
September 19, 2007
Issue #234
In this issue:
- Four places to look for sales and marketing ideas outside of sales and marketing … to keep your copy fresh …
- Three teaching tales of a master persuader …
- A fun quiz to test your powers of observation …
- And more!
Dear Web Business Builder,
I love to analyze incidents of persuasion that exist beyond the realm of sales and marketing. Religious sermons, political debates, and criminal court arguments are rich sources of ideas and inspiration. All of the tools, tactics, and techniques of persuasion are there.
Another remarkable source I’ve come across is a book called My Voice Will Go With You — The Teaching Tales Of Milton Erickson, published by W.W. Norton with commentary by Sidney Rosen. For those of you who don’t know, Erickson was an M.D. who used hypnotherapy to cure patients of physical and psychological disorders.
In essence, Erickson persuaded his patients to see themselves and their world in new ways. And in so doing, allowed them to make new choices, rejecting self-destructive ideas and behaviors in favor of empowering ones. His remarkable ability to effect positive and permanent change in his patients is legendary. When training other practitioners, Erickson would often tell stories to make his points, hence, the teaching tales.
Erickson’s methods were many, and as I read and reread the teaching tales, I begin to notice commonly used patterns of persuasion. I thought it would be fun to reprint a few of the teaching tales here, and see if you can spot one of his favorite techniques.
In each of the following tales, Erickson deliberately does something that you can do in your promotions to increase your sales and profits. Can you spot it? Read the tales and write me a note in the comments section at the bottom of this page, explaining the technique.
Here’s the first one: A tale of …
TWO JESUS CHRISTS
I had two Jesus Christs on the ward. And they spent the entire day explaining, “I am Jesus Christ.” They buttonholed everybody and explained, “I am the real Jesus Christ.”
And so I put John and Alberto on a bench and told them, “You sit there. Now each of you tells me you’re Jesus Christ. Now, John, I want you to explain to Alberto that you, not he, are Jesus Christ. Alberto, you tell John, you are the real Jesus Christ and that he is not.
I kept them sitting on that bench, explaining to each other all day long that they were the true Jesus Christ. And after about a month, John said, “I’m Jesus Christ and that crazy Alberto says that he is Jesus Christ.”
I said to John, “You know, John, you say the same thing that he says. And he says the same thing that you say. Now, I think that one of you is crazy, because there is only one Jesus Christ.”
John thought that over for about a week. He said, “I’m saying the same things as that crazy fool is saying. He’s crazy and I’m saying what he says. That must mean I’m crazy too, and I don’t want to be crazy.”
I said, “Well I don’t think you’re Jesus Christ. And you don’t want to be crazy. I’ll have you work in the hospital library.” He worked for a few days and came to me and said, “There’s something awfully wrong: Every book has my name on every page.” He opened the book, showed me JOHN THORNTON. On every page of the book he found his name.
Posted by:
Troy White
September 18, 2007
Issue #233
In this issue:
-
Re-new your knowledge of the most important 3-step formula for marketing to the affluent, or pretty well anyone else you want as a devoted client.
-
4 timeless strategies for building your business and improving your profits.
-
5 simple steps you can follow to ensure your marketing strategies come off without a hitch.
- The numbers speak for themselves, learn who they are and how they buy …
- And much more!
Fellow business builder,
The last article I addressed this was very well received, so I want to expand further on it. Affluent clients can improve your business profitability fast, but you have to know what you are doing.
Using the age-old technique of ‘faking-it-till-you-make-it’ doesn’t work here.
You must know exactly who you are selling to, and how best to sell to them (meaning they stay clients for years, even decades, to come – and they refer all their best contacts to you as well).
This is a specific area of interest to me as I am working for clients in a couple different niches that target the affluent.
Two other great resources I am reading, and recommend you do as well are:
- The Art of Selling to the Affluent, by Matt Oechsli
- Mass Affluence, by Paul Nunes and Brian Johnson
First, don’t overcomplicate this … the principles of marketing to the affluent are, in many ways, no different than marketing to the general population.
One of the best sources of tips and techniques for treating people right is the class, How To Win Friends and Influence People by Dale Carnegie (also the headline of his blockbuster advertisement).
Here are just 3 of the principles from his book that apply to anyone you converse with, market to, or want to get to know:
- First, arouse in the person an eager want. He who can do this has the whole world with him. He who cannot walks a lonely way.
- Always talk in terms of the other person’s interests.
- Make the other person happy to do what you suggest.
Not exactly rocket science, but so little focus is put on this by most of the businesses and sales people you see out there today.
In order to sell and market to the affluent, here are a few principles to run your business by:
- Don’t tell them about your product or service (and how great it is) – SHOW THEM. This is one demographic that will hold you VERY accountable to your promises and claims. So do not try and impress them with your big words or name-dropping … they don’t care. What they care about is the proof that you deliver on what they want. They care about the help you give them (before the sale), they care about your attention to details, and they care about the way you carry yourself in your business.
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