Monthly Archives: February 2009

Hyper Responsive PPC Marketing Questions

Part One:

Part Two

The video on Hyper Responsive Pay Per Click Search Marketing generated a number of questions I’d like to address here in 3 broad categories:

FOCUS:  Should you focus on hyper-responsive searchers and customer to the exclusion of all others?

SAMPLING:  How do you go about defining your research populations in order to study hyper-responsive searchers and customers?

BACK ENDS:  Is it possible to take advantage of hyper-responsive ppc knowledge without a fully developed back end product/service system?

Let’s take these one at a time, starting with FOCUS.

First of all, my apologies if I led any of you to believe you should ONLY focus on hyper-responsive customers and actively repel all others.  A more accurate statement would be “Thoroughly understand and target the hyper-responsive ppc searcher AND seek to understand the process by which those who are less responsive can be nurtured to become hyper-responsive”.

Some of you were concerned that by focusing your efforts on less responsive consumers, you’d be seriously reducing profits.  Although it’s possible, in practice I’ve found this is unlikely to happen.

Here’s why.

The hyper-responsive searcher at one time WAS a less responsive searcher.  They evolved, through their experience and frustrations in your market, to know the market better than all the other consumers.  They’ve usually gone through the trials and tribulations of purchasing from your competitors, experienced benefits and problems with them, and can report back to you what would be better.

When you solve these problems (and learn to convey this in your marketing materials), you actually wind up attracting MORE of the less responsive customers.   You’ll get more thoroughly thought through arguments, more solid ideas for establishing real points of difference, and more convincing ways of distinguishing yourself to THE WHOLE MARKET.

As long as you DO research the process and history of their evolution into hyper-responsive ppc searchers and customers in your market.

Moving on to Sampling.

This is perhaps a more sophisticated concern, so please don’t worry if it doesn’t fully make sense to you yet.  But some people were concerned I was recommending ONLY sampling from hyper-responsive keywords and customers.

I ALWAYS recommend constructing your sample to mimic, to the greatest extent possible, the real-world marketing avenues available to you.  For PPC marketers this means sampling ALL the people coming through your PPC traffic streams.  Offline it means sampling ALL the people responding to display ads, classifieds, postcards, etc.

However, there are ways to identify, from within the people who respond to your ads regardless of source, WHO the most hyper-responsive people are and what they want.  You will also find that the PERCENTAGE of  hyper-responsive people differs from keyword to keyword, newspaper to newspaper, or direct mail list to direct mail list.

There are many ways to identify potentially hyper-responsive people, so for the sake of illustration, let’s just take ONE, which is the length of their response to a survey, or to an open ended question on your opt in form.

People responding to a survey are likely to leave longer answers if (a) they’re not finding answers and solutions to their needs elsewhere in the marketplace, (b) they’re passionately interested in the topic and hoping for a human, custom tailored response; (c) they’re itching for someone to listen to them talk about their experience in the market.

Long story short, one indication of hyper-responsivity is length of response to open ended questions, wherever you may have them in your process.

Now, if you track where people came from, and look at the PERCENTAGE of people who leave responses more than 100 characters in length, for example, you’ll find differing percentages from keyword group to keyword group, newspaper to newspaper, etc.

You do three things with this information.

First of all, you zero in on those responses and see if you can address them in your Adwords ads, your landing pages, and your sales funnels.

Second, you see if the hyper-responsive needs differ by traffic source (keyword group to keyword group, specific lists, display ads, etc)

Last, you examine the differing percentages of hyper-responsives (defined in this example as people who leave 100 characters or more in your open ended fields) ACROSS keyword groups.   Now you can put more emphasis on the keyword groups which have the most hyper-responsives by volume!  (Note: the best metric here is percentage hyper-responsive x group volume, since it takes both responsivity and “bang for the buck” volume into account)

Specific to pay per click search marketing, you can estimate your cost per hyper-responsive acquisition because you know (a) what your cost per click is; (b) what your opt in rate is; and (c) what percent of opt ins, on a given keyword group, meet your hyper-responsive criteria.  (Just do the math)

Now, there was ALSO a question about FINDING HYPER-RESPONSIVES IN YOUR EXISTING LISTS.   But the answer is essentially the same.   If you’ve got an existing list and you can continually go back to it, then you want to identify the hyper-responsive needs within it, and see what they can teach you about marketing to the whole list.

Of course you can’t link them directly to a keyword group (unless you saved that information when they came into your funnel … most people don’t, though it’s easy and valuable to do), but you CAN link them to something even more valuable … purchase data!  (Prospects vs. customers, dollar volume, recency of purchase, frequency of purchase, etc)

I’ll be posting a LOT more about research methods to leverage hyper-responsive ppc searchers later this month!

The last question has to do with BACK END MARKETING, … or how can you capitalize on knowledge of what hyper-responsives want if you don’t have a back end?  (Kind of a scary image, don’t you think?)  I’ve got a few answers:

  1. You can use the language and concerns of hyper-responsives to attempt to bump up your CTR in Adwords, drop your CPC and cost per conversion
  2. You can use the same language to pre-sell the hyper-responsives on your opt in process or your front end sales
  3. You can match hyper-responsive needs with pre-existing products and offers in your market on an affiliate or JV basis, using the language to pre-sell the prospects and customers
  4. You can use what you’ve learned to DEVELOP back end products which match their needs exactly, because ultimately (as Tyson Fitzgerald suggests), you’re going to need a set of back ends in order to fully capitalize on hyper-responsives as you attract more and more of them into your funnel.

Hope the video helps explain more … I WANT YOUR COMMENT AND QUESTIONS PLEASE!

MP3 here

Glenn 🙂

10 Steps to Adwords Success

This is a summary of the 10 fundamental differences between adwords money makers and those who continually struggle … from my interview with Bryan Todd, co-author of the “Ultimate Guide to Google Adwords”.

THE FUNDAMENTAL DIFFERENCE BETWEEN ADWORDS MONEY MAKERS AND THOSE WHO CONTINUALLY STRUGGLE!

True success in Adwords often depends on your ability to honestly answer the question: “Is there some simple assumption that I’ve made in my business which I’ve never bothered to question”

When people go from not making money to making money, it’s usually because they’ve challenged a very fundamental assumption they had made about the people in their market, the market as a whole, or their business itself … one it never occurred to them to question before

Learn to question what you’ve left unquestioned, and you can make a very monumental step forward. Suddenly the flood gates open up, you can reach (and help) many more people, more effectively, than you ever dreamed possible!

THE 10 THINGS THAT DISTINGUISH MONEY MAKERS FROM FLOUNDERERS IN ADWORDS

1) Money Makers Get At The Soul Of The Market

Mastering the basic technical fundamentals of Adwords (below) is essential … but not always enough to break the success barrier!

* Keyword Volume

* Cost per click

* Ad grouping

* Position on the page

Connecting with the market on a much more personal level is what usually provides the competitive edge

* What does the market really want?

* It’s essential to communicate with the market in their language

2) Money Makers Ask “Is This What People Really Want To Buy?”

Many people get lost in searching for technical answers and never ask the simple question “is this what people really want to buy?”

Understanding the different between want and need

* (example: Bryan could do a fantastic job of teaching ou how to LEARN a language, but ultimately, people just want to SPEAK the language)

“The only marketing mistake is narcissism” (thinking people want what you want them to want, as opposed to finding out what they want!) – Dr. Glenn Livingston

3) Money Makers Only Play In Markets With Enough People Searching For What They Sell!

If you can’t find enough keyword searches each month to generate a predicted, sizable profit after hours of keyword research, then don’t try to fit a round peg in a square hole

4) Money Makers Ask “Is This A Business Model That Can Ever Really Work?” Before They Dive In

Lots of people get caught up in Adwords trials when they’ve never really asked themselves “can this business MODEL ever really work?”

* REAL MLMs (the ones that DO work) are just very sophisticated affiliate programs

* Move quality products that are useful to people

* With a quality product network marketing business will be successful, because again, it is just like an affiliate program

* FAKE MLMS: Some MLMs are merely an “opportunity to sell the opportunity”

* Example: addressing envelopes from home which recruit other people to address envelopes from home … and many other work at home offers

Two key questions to ask before getting involved in a business opportunity

* Question #1: How much money has the person offering this opportunity made this month from this opportunity?

* Question #2: How are you going to make money? Or how do I make money selling this?

* Answer should be simple and clear

* Provides for a business model that is easy to follow

5) Money Makers Know The Right “Core Message” For Their Audience

Ask the right questions about the big picture

Allow yourself to question fundamental assumptions about why you’ve ventured into this market, product, business in the first place

Question why am I trying to do this in this particular way?

* Is there a better way?

* Is this the best way?

Have I hit upon the core message for the market?

* Is this really going to resonate with my audience?

* Is this the silver bullet?

6) Money Makers Discover Know ALL The Desired Features of Their Products and Services

Benefits

* Think about what you are selling

* Have you identified ALL the desirable features and benefits it really provides?

* Do you know WHICH HUMAN NEEDS each feature of benefit really serves?

* Note: there are only 37 of them … can you link your ad copy to one?

http://www.AdwordsMarketingMuscle.com/37.htm (list of the 37 emotional needs which can be linked to purchase motivation)

7) Money Makers Know the Best Marketing Model For THEIR Business

Evaluate and question is there some sort of advertising model or web structure that might work better for a particular market?

* People often struggle trying to make a particular model work and it may not be the best suited model for that business

* The marketing model should be bull’s eye targeted for the market. A model that can be optimized based on the needs of the market

* Opt in –> newsletter –> salesletter?

* Catalog?

* Ecommerce model?

8) Money Makers Know The Internet Is NOT Their Business

Understanding that the internet is a tool to enhance or “supercharge” a business will provide a competitive advantage over the marketers that believe the internet is going to do all of the work for you

The internet is NOT your business, it is a catalyst for your business

9) Money Makers Know There Is Simplicity on the Other Side of Complexity

* The ability to take a step back after being in the market and after trying to sell to the market

* The ability to evaluate if there is anything that could be changed, even a simple assumption that you’ve made that you could now question and turn around

* Complexity doesn’t equal success (example: we all want a doctor that takes the time to reassure you, speak to you in English and not revert back to the Latin phrases from med school)

* Find the simplest way to state the primary benefits of the business

* Don’t ever underestimate the power of coherence

10) Money Makers Understand The Essence Of Adwords

The essence of success with adwords requires the ability to define the business and/ or product clearly in a very small space with a very concise and simple statement

What is a successful Adwords campaign?

* Person thinks to himself, “I want X”

* Person then goes to Google™ and types in “I want X”

* Person sees an Ad that you’ve written and your ad says, “You want X? Good, we’re going to give you X” and then the URL at the bottom says “get X dot com”

* Person clicks through and the landing page says, “You want X? We are here to give you X. Now, let me tell you exactly what steps you will need to take in order to get X”

* Number one, fill in the form in the bottom and that will be step number one in you getting X.

* Or, pick up the phone and call this 800 number and we will give you a step by step explanation on how you can get X.

* Or, enter your credit card number down in the filed below and we will send X to your house.

* It’s really that simple. If I want X, you echo that right back to me.

* Good landing pages also usually repeat what the Google™ ad said

BRYAN & PERRY MARSHALL’S BOOK: DEFINITIVE GUIDE TO GOOGLE ADWORDS

— And —

PERRY & BRYAN’S GOOGLE ADWORDS PHONE SUPPORT GROUPS

Pay Per Click Search Marketing Success

Think you can’t succeed with pay per click search marketing because of the economy?  Think again!

Here are a few mega-corporations which GOT STARTED during SEVERE ECONOMIC DOWNTURNS:

Proctor and Gamble: was founded in 1837 during the panic over the paper economy and at the very beginning of a serious 6 year economic decline.  They reported almost $84 Billion in revenue last year.

IBM: was born of three companies founded during the “Long Depression” of 1873 to 1896.  (Banks started collapsing initially due to the “Coinage Act of 1873”, which pushed investors away from long term loans ).   $103 Billion reported in 2008.

GE: General Electric was also founded during the “Long Depression” and posted $183 Billion last year.

Food for thought … for more, see here

Adwords Success Factors

If you haven’t done so already, please download the FREE PPC MP3 with Bryan Todd, co-author of the Ultimate Guide to Google Adwords here:

FREE MP3: Fundamental Adwords Assumptions Most Get Wrong,
Even, (And Perhaps Especially) After Years Of PPC Experience:
PPC MP3

Bryan is the co-author of the “Definitive Guide to Google Adwords” and, by Perry Marshall’s own admission, he’s “a little better” at the ppc game than Perry himself.

The interview is particularly important for people who are trying to make it in Adwords, because it’s very easy to make FAULTY
ASSUMPTIONS, especially in competitive markets.

Download or Listen to the FREE Bryan Todd MP3 here:
Pay Per Click Success MP3

Bryan’s looked carefully at literally hundreds of student’s Adwords accounts during his years as a consultant, coach, and right hand man to Perry Marshall, …

So the question I asked Bryan, over and over in many different ways during the interview was … “What REALLY distinguishes people who
‘make it’ in PPC vs. people who flop and flounder”

His answer really surprised me because it had NOTHING to do with any technical skills or marketing genius.

In fact, Bryan said that the majority of people he coaches have very little trouble ‘getting’ the basic technical aspects right.

Download or Listen to the FREE Bryan Tood MP3 here:
Adwords Success MP3

Instead, he said what really distinguishes people who win the Google game is their ability to seriously question 10 fundamental assumptions most people make about their market … things most people never think to ask themselves.

I have to tell you that the interview was so powerful for me personally (even after 5 years of running ultra successful campaigns), that I pushed out the launch date for this very project (the one you’re reading right now) while I asked myself these very
same questions.

Anyway, … get this one now and have a listen while you’re feeling open minded about it.

I think it’ll be PARTICULARLY important for you. (Even if you’ve heard some of these things before)

FREE MP3: Fundamental Adwords Assumptions Most Get Wrong

All my best,

Glenn 🙂

Simpler PPC Marketing?

David made an interesting comment on my post about hyper-responsive pay per click marketing yesterday:
——–
Isn’t the *Hyper-Responsive Consumer* that you are describing the most informed buyer in our market? We could call him our most educated buyer couldn’t we?

So how about this approach to what you are saying in 2 videos: ‘The way to increase your entire campaign performance is to design your marketing around the buying triggers of the smartest buyers.”

Identifying and exploiting buyer’s emotions or reasons are SIMPLE marketing fundamentals. So why the convoluted explanation of smart buyers?’
———
So here’s the reason.

I’m not just talking about the smartest buyers in your market. In fact, often the smartest buyers are the least responsive, most price sensitive, and hardest to deal with.

I’m talking about a very specific type of customer who is UNDYINGLY PASSIONATE about the products in your market, who’s CONSUMPTION APPETITE FAR EXCEEDS YOUR ABILITY TO PRODUCE, and who is emotionally invested in the solutions your market has to offer as an essential part of their sense of self.

So while all hyper-responsive customers may be smart shoppers, all smart shoppers are definitely NOT hyper-responsive customers.

In fairness to David, I haven’t had time to illustrate how to identify these customers yet, nor have I shown you specific examples of how they behave in surveys, blogs, discussion forums, purchase records, etc … so I understand the confusion.

There’s MUCH more to come!

Pay Per Click Back End Products

There were several important comments on yesterday’s post .   I’d like to respond to one of them in particular:

Joey Atlas (a fellow PPC marketer I definite respect) asks:

“Would you say the marketer who has yet to finish/complete his product (name, logo, color scheme, etc…) and website is at an advantage, in terms of honing in on the hyper-responsive elements – as opposed to the marketer who already built the product, etc… – and can only consider the ‘hyper-responsive’ elements in sales copy, PPC ads, funnel, etc…??”

I’m going to re-phrase the question more generally in order to provide an answer helpful to every ppc advertiser  … “Is market intelligence more valuable before or after you’ve developed your product?  Is there a value to doing pay per click research, and in particular, research to identify the wants, needs, and concerns of hyper-responsive ppc visitors AFTER you’ve already developed your product and/or your business?”

The short answer is there are benefits on costs on both sides.  

If you haven’t chosen a market or developed adverising + products, I definitely recommend doing your research first.  There’s no point in playing “blind archery” when you can get an incredible amount of market intelligence and laser-guide your arrow to the mark.

The down side of gathering market intelligence from scratch, however, is the money and time required.  It gets easier and easier as the internet evolves (you can now legally steal your competitor’s hard work), … but it’s still very frustrating to entrepreneurs eager to jump in and get things moving.

On the other hand, EXISTING BUSINESSES stand to benefit tremendously from market intelligence, and it’s often much cheaper and quicker to gather.

For example, one of the absolute most powerful and leveraged things you can do (if you evaluate dollars and time invested vs. the return you get) is to survey you in-house lists … including BOTH existing customers and prospects, especially your opt in lists.

That’s because people who already have a relationship with you, and who are deriving value from it,  are usually VERY eager to give you feedback, and are pre-disposed to evolve into hyper-responsive customers if you tweak your systems to adjust more to their needs.  

It’s not uncommon to see 1,000 responses to a customer and prospect survey in 24 hours (make sure to track them separately … and include some data in the survey so you can determine who is who, and which customers have purchased more from you)

Furthermore, reaching existing customers and prospects to obtain the feedback is usually MUCH cheaper than reaching new prospects.

It’s true though, that it’s a downer to get feedback which makes you realize you need to redesign your sales systems, products, customer service, etc. But not knowing this information doesn’t make reality any different, it only makes you blind to it, and vulnerable to the marketer who figures it out.

Lest I seem to harsh, let me say I’ve made these mistakes in my own businesses, and have to deal with the consequences just like anyone else.  There are products I’ve already developed, and sales funnels with literally hundreds of autoresponder follow ups which need to be rethought and re-worked due to these new insights.

But I won’t shrink from the task.

I WILL prioritize the efforts and allocate resources accordingly.

Hope that makes sense … look forward to all your thoughts!

Dr. G 🙂

Advertising and Marketing (Sharon)

Let’s take a break from pay per click search marketing today to watch my Wife’s video all about her experience as a focus group moderator working with large brands, and the trials and tribulations they go through. (The one lesson I take away from this regarding PPC marketing is how important it is to avoid accepting that “wall of diminishing returns” we all hit when split testing adwords ads, trying to improve our landing pages, conversion rates, etc. She frequently hits this with large advertising campaigns and it’s the companies with the courage to go back to the drawing board and leverage what they’ve learned so far who eventually break through)

Hyper Responsive PPC Search Marketing

There are FIVE reasons pay per click search marketing is evolving to center on around the hyper-responsive PPC searcher:

1. The 80/20 rule means one out of 2,000 PPC visitors really matters online

2.  PPC searchers look for real points of difference, and the hyper-responsive ppc searcher knows this better than anyone

3. Hyper Responsive Pay per click visitors have huge BS detectors, so if you can satisfy them, you should satisfy your entire search market

4.  Hyper responsive ppc visitors are the best ones to give you the right pay per click BUYING LANGUAGE … the words you need to convince searchers to take out their credit cards and pay!

5. Hyper responsive marketers can help you estimate your ppc costs.

Watch this pay per click search marketing video to understand more!

Part 1:

To Lear More: Hyper Responsive Marketing Secrets

Part 2:

To Lear More: Hyper Responsive Marketing Secrets