Category Archives: AdWords Cost

Why Ignoring AdWords is Never an Option

Here’s a conversation I repeat often which makes my brain hurt!

It goes something like this:

MARKETER:  “I think Google’s become entirely too random and unfair with their Quality Score system, so I’m just going to focus on SEO”

GLENN: “OK, well, where does SEO Traffic come from?”

MARKETER: “Uhm, well, I guess it comes mostly from Google”

GLENN: “So, what you’re saying is, you’re going to ignore Google and focus on Google instead?”

MARKETER: “Yeah, but on the organic side, you don’t have to deal with their crazy landing page quality scores, and it’s free so you beat the constantly rising bid prices”

GLENN:  “Why would Google clean up one side of the street (paid ads) and not eventually apply what they learn to the other (organic)?”

MARKETER: “Um, OK, good point.  But Google’s not the only source of traffic.  There’s Twitter, Facebook, Article Directories, Digg, StumbleUpon, and more…it’s a very big internet out there”

GLENN: “Very true.  But are you talking about using these things because of the power they have to get indexed in Google, or in order to attract the people who come from them directly?”

MARKETER: “Both”

GLENN: “About what percent of traffic comes directly from the social media vs. from the indexing power social media provides in the search engines?”

MARKETER: “I don’t know.   Let’s say it’s 50%”

GLENN: “Which converts better, traffic from social media, or traffic from search”

MARKETER: “Oh, definitely search, because they’re looking to solve a problem, not interact with friends”

GLENN: “Right.”

MARKETER: “OK, I see where you’re going, but even if social media doesn’t convert as well, there’s a LOT of FREE traffic there, and you can always roll it out on the paid contextual networks”

GLENN: “So, you’re going to work with a very broad and diffuse audience while they’re  socializing, develop a website to convert them even though you can’t really pin down their core conversations and objections, and then go buy more traffic for that system?”

MARKETER:  “Well, there’s affiliates too.  I can recruit an army of affiliates.”

GLENN: “Where do they get THEIR traffic?”

MARKETER: “Well, I could get into one of the CPA networks with an offer.  Have you seen the flood of traffic you can get there?”

GLENN:  “Sure.  If you can build a website that converts like crazy, you can definitely do that.   How are you going to do that?  What traffic are you going to test it on?”

MARKETER: “I want my Mommy!”

I’m exaggerating above for illustration, and of course there IS traffic you can convert which never touches a search engine (especially blog visitors on other people’s sites, participating in forums, and/or good article writing–not the crappy seo articles everyone tells you to write), but here’s the point…

Google’s got the BEST leads.

Google’s got the PUREST leads.

Google’s got the MOST MOTIVATED leads.

Yes, Google’s very hard.

Yes, it’s getting more expensive all the time (that will stop only when it becomes cheaper for marketers to find equally good leads for less money in similar volume… a fact of life in a Darwinian economy).

And sure, we all pine for the days when you could just put up your money and slap up a one page site.

But if you suck it up and learn their system, you get the opportunity to build a site that converts, and you learn which keyword conversations really work for you. (THEN, if you really want to,  you can turn off your Adwords account and take it to the contextual networks.  THEN you can focus on social media.  THEN you do all your article marketing, etc.  But if you do it all right, you won’t want to stop buying PPC)

Because, despite what everyone says, Quality Score is NOT random, it IS fair, and you CAN master it.   Not by looking for techniques and tricks, but by learning certain principles of marketing which, in the end, actually benefit you more than Google.   (I know that’s a controversial statement which is going to earn me a lot of hate mail, but 8  years of PPC marketing experience, thousands of customers, hundreds of direct reviews, and dozens of agency employees  give me the confidence to make it, and it’s in your best interest to seriously consider what I’m saying)

In fact, I’ll go so far as to say it’s something you MUST master if you want to succeed online.

The internet as a whole used to be the Wild West.  But the Sheriff is coming to clean up the town.    He’s gonna make his rounds everywhere Google’s got tentacles.    We can try to run and hide, but Google’s got REALLY BIG tentacles, and they keep getting bigger. (The analogy kind of breaks down here because we’re not really criminals… but you get the point)

Beyond this, I predict the organic side of the street is going to shrink this decade as Google figures out how to make sure people can find exactly what they want from paid advertisers, and learns how to minimize searcher complaints.

I’ll be turning my focus to Quality Score Principles (not techniques) in coming months, and you can expect to hear me say things no one else will tell you.

I know it’s hard to understand (because Google’s sheriff is more like Stephen Hawking than John Wayne) .

I know it hurts.

But we can fix this, and it’s good for us.

Suck it up,

Glenn 🙂

Glenn Club |   Coaching |  A to Z Product for Newbies |  Advanced Adwords Seminar

PS – The AdWords account banning spree is also NOT random or evil, but principle based.  It IS possible to develop a stable, secure AdWords account and still sleep at night.

PPS – If you’re spending anything significant in AdWords and you’re not coming to the Advanced Adwords Seminar, may I ask why?   (Comments below please).  In my mind, this is one of the very few seminars where you might learn something during the day, go back to your hotel room at night and immediately implement it, then start seeing financial improvements the very next day while you glance at your account on your laptop in the seminar room.  Plus, Perry’s good for his guarantees, I can tell you that.   (Thru the middle of the second day you can bail out and request an extra $500 plane fare).

I’ll be there personally with Sharon, and so will Rob (who is now the Chief Operating Officer of Rocket Clicks by the way).  But you know who you really need to see?  Bryan Todd.   Bryan’s Perry’s co-author, and is generally the quiet man in the background.

But if you push Perry on the point, he’ll tell you that Bryan is better at Adwords than he is.

Bryan’s also become a personal friend of mine (and not the kind of “friend” you hear marketers always talk about, but the kind you share deep personal thoughts with which go way beyond making money), and has given me some of the most profound insights into Adwords and the internet than anyone else I’ve known.

Bryan’s going to be teaching us how to leverage Facebook PPC, and I personally can’t wait.  Because I know this isn’t a presentation he’s just whipping up in a few weeks.  Over the past 18 months Bryan’s been periodically talking to me about his research into the Facebook project, asking me how to integrate it with my methods, talking to me about the psychographic data you get access to and how to use it, and how to integrate AdWords learnings.

I hope I’ll see you there Advanced Adwords Seminar

PPS – Yes, these are affiliate links.

The Problem with Making Too Much Money

I know, I know… you’re all saying “I’ll take that problem”, right?

But as a site starts to grow “fat on the land”, a strange phenomenon develops I call “making money in spite of yourself”.

What does that mean and why is it a problem?

Spend some time examining the most successful sites in any market and you’ll notice something very interesting… the more successful they become, the more opportunities they ignore.

You see, when you’re just barely breaking even or losing money, you’ll fight for every improvement you can find (or you’ll just drop out of the game).    Which means, until you cross into the black you’ll desperately do things like …

  • Try More Granular Service (providing entire sites or at least landing pages about “COQ10 Side Effects”  instead of just “COQ10”, for example)
  • Follow Up More Aggressively
  • Split Test Front End Ads
  • Develop Back End Services
  • Do Surveys
  • Do Telegroups to actually TALK to prospects and customers
  • Get Copywriting Critiques
  • Multivariate Tests
  • Segment their market
  • Work their AdWords account (process the search query and content placement reports, for example)…

… and anything else you can think of to improve your system.

But once you start to reach your financial goals, you start to slack.

In fact, this is built into the entrepreneurial fantasy in and of itself, because what we all seem to want most is to get electrons flowing around the internet and into our bank account while we sit on the beach in Fiji eating ding dongs.

Unfortunately, while you’re enjoying your ding dongs, there’s a dozen other guys (or gals) sweating to make it into the black, and they’ll look for anyplace you’re vulnerable, and ruthlessly fight you for every inch of territory, until you wake up and have to start fighting again.

UNLESS…

Unless you’re aware of the danger and you build such an overwhelmingly strong  system that any marketer in their right mind would stay away… and those who don’t know any better will get crushed quickly. (Which is yet another reason why I’m always teaching people to clean up in Hoboken, Queens, and Staten Island instead of Viet Nam).

But even then, you probably can’t let your PPC system “just sit” for years without attention.  (Or your SEO system, for that matter).

A search marketing site is a naturally deteriorating asset. (Kind of like your health… if you’re not actively making it better, it’s getting worse.  It’s just the way life is.)

  • As an example on the TINY end of the spectrum, I left my guinea pigs and rabbits sites up more or less untouched and untended for 6 years now.   They’re still in the black only because I built such a ridiculously strong system to start with. (Someone would have to be crazy to build 58 follow ups complete with audios, hundreds of pictures, etc, just to sell a $9.99 ebook). But profits HAVE steadily deteriorated and are now just a few hundred dollars per niche each month.
  • As an example on the GIGANTIC end of the spectrum, my partner spends as much as a quarter million dollars PER MONTH of his own money in Adwords  (for another business I own no part of, unfortunately!).   At a recent meeting he said “Glenn, I would NEVER just let the account sit for a month… my competitors would decimate my positions”

A search marketing site is a naturally deteriorating asset… you’re either working  it to make it better or it’s gonna get worse.

What does this mean for building wealth?

It means you go into this game with the knowledge that you’re building a living, breathing entity which requires care…

It means you as soon as you get to the top or anywhere near it, you put people in place to keep you there.  (Jim Rohn said “don’t rest too long or the weeds will take the garden”)…

And with a plan for taking at least some of the money your site generates  OUT of your business to feed your life while the sun shines…

And an exit plan for engineering a BIG PAY DAY in the long run!

It also means you put aside any bullshit “set and forget” fantasies you’ve been fed and get down to the real work of building your business and engineering your life.

(I’m definitely up on a soap box today)

Dr. G 🙂

Rambo Sucks at Marketing

There’s a repetitive conversation I’ve had with my coaching students about choosing the right market, and more specifically the right ENTRY POINT into a market, which I think bears your close attention.  (It came to a head a few weeks ago with a new student who shall remain nameless, but rest assured I see this REPEATEDLY)

As you might expect, given that my private coaching board is rather expensive, I tend to attract a fair number of experienced marketers who’ve got at least some success behind them, usually in some less difficult, lower volume, less competitive market.

Inevitably, they look at my methods and say “Wow, if I combined Glenn’s methods with what I know already, I could go into the world’s most competitive market head on, stepping right into the battle, and I’d not only emerge victorious, but unscathed, and I’d have billions of dollars streaming to me with a list of millions of hungry prospects I could email for free every day”

But it’s not true.

The BEST marketers don’t step head into the wind.

They carefully evaluate all the different approaches to a market, isolate the most attractive segment given the levels of competition, money available, relevance to what they wish to sell, and estimated cost per click, opt in, and sale.

In fact, the VERY BEST marketers find several such approaches into a market and develop multiple funnels (perhaps prioritizing and developing just one at a time).  They know that if a market is truly valuable, it’s worth spending the time to break it into pieces.

The best marketers are happy to serve only the best segments of a market, and are willing to put in the time, energy, money, and other resources to stake their ground, a little at a time.

You see, if you ARE as ripped as Rambo (excellent at PPC, SEO, article marketing, etc),  if your object is to build a solid business and there are thousands of wimps challenging you to a wrestling match, why not take THEM up on it, instead of going after Mike Tyson?

Do you want to prove yourself, or do you want to build your business?

Do you want to be recognized as the best, or would it be enough to just get wealthy?

Here’s how this plays out online:

  • You don’t build a site for “arthritis pain” (555,000 searches and one of the most ruthlessly competitive, expensive niches you’ll find), you build several, one at a time for things like “arthritis knee pain” (14,500 searches), “rheumatoid arthritis pain” (27,000 searches), or even “arthritis finger pain” (8,800 searches), etc. where you can declare yourself king (or queen)…
  • You don’t build a site for “Hawaiin Vacations”, you build several, one at a time for “Hawaiin Bowling Vacation”, “Kona Holidays”, and even “All Inclusive HawaiinVacations”…
  • You don’t build a site for “motorcycles”, you build one for “Salvage Motorcycles”, “Cruiser Motorcycles” (), and even “Motorcycle Choppers”…

Then you build some additional volume using broad match, but you take serious advantage of the relative paucity of competitors to really ramp up your conversion rates, and downgrade your price per click.

In other words, if you really ARE as strong as Rambo, why squander your strength (and your blood) in Viet Nam or Cambodia where you risk getting captured and tortured by the enemy?

Rambo sucks at marketing. (Sylvester Stallone, on the other hand, was a genius)

Not because he lacked the strength…

He just went after the wrong target.

Are you confident you’re going after the RIGHT target?

The first month of my club is entirely about developing this confidence so you’ll be able to focus and confidently move forward, instead of falling prey to distraction after distraction.

Hope it helps,

Dr. G 🙂

PS – The coaching board is currently closed for new members, however if you’ve got any interest, please get on the priority notification list as I periodically DO have an opening, but fill it rather quickly from this list alone. (Therefore I haven’t been notifying the main newsletter subscribers)

More Math Can Make You Even More Money

The equation for the surface area of a wooden box is  (2 x (AB+BC+AC)) where the box has sides of length A, B, and C.

Who cares?  You do, if you want to make more money from your website.

You don’t have to understand the equation, pass a test on it, or even run it through a spreadsheet…

What you DO need to trust me about is, if you take the same box and cut it in three pieces, the overall surface area goes UP.    Cut it in ten, and it goes up more.  Cut it in a thousand pieces, and you get  a LOT  more surface area.

Cut it in a million pieces and you’ve got saw dust with unimaginable surface area as compared to the original, so much so that a match lit anywhere near it instantly sets it aflame.   (You’d have to sit for a lot longer with the match under the original box before it caught fire).

The point is, if you’re trying to light a fire, you break your box in pieces.

The classic formula for website profits is T x C x D.  (Traffic x Conversion x Dollars of profit per sale)

Now, here’s a little secret to bring this to life.

When I first launched my guinea pig site 5 years ago it barely made $250/mo  and I was a little despondent because I was targeting $1,000 profit per niche site at the time. (Please Note: I no longer recommend multiple micro niches as a business strategy, both because it’s harder to launch profitable niches these days, but also because the REAL money is in building a BUSINESS where you can go deep with back ends, cultivate customers, etc).

I asked Jonathan Mizel for advice.  He said:

“Glenn, if you double your traffic AND double your conversion you’ll be at $1,000”

It sounds obvious, but at the time I was stuck thinking about the overall profit level, and quadrupling it seemed an extremely daunting task.   I actually went to work doubling the conversion (mostly I wrote more follow ups and added pictures) and doubling the traffic.  It worked, and I’ve sold over 10,000 copies of that book to date.

Now here’s where this gets interesting…

Just like you can bust up a wooden box into more pieces to make it more combustible, if you want your website to “catch fire”,  you can do the very same thing with your entire sales system!

For example:

– In Adwords itself, traffic = Impressions x Clickthrough Rate

– On your website, “Conversion” = the percent of people who Opt In x the percent who Add to Cart (click the order button) x the percent of people who Complete the Order

So the formula really isn’t just T x C x D.   It’s Impressions x CTR x Opt In Rate x Add to Card x Complete Order. (Five factors)

Now, here’s where you can see the “combustibility” factor of breaking down the dollar generating process on your website…

If you think of your profits in terms of only Traffic x Conversion you still have to achieve monumental increases in each factor in order to double your profits BUT…

When you “bust up” your profit generation into 5 pieces, a mere 14% improvement in each piece DOUBLES your profit!

Download Spreadsheet |   Join Club |   Recommended Beginners Blueprint

I don’t know about you, but finding 14% more impressions in Adwords doesn’t seem so daunting.  Nor does increasing my CTR from 1% to 1.14%, my opt in from 15% to 17.1%, increasing order button clicks from 10% to 11.4%, or reducing shopping cart abandonment from 75% to 71.5%.

In fact, they all sound rather easy if I just focus and test and tweak a bit.

But when you take them together, you IGNITE the business and DOUBLE the profits.  (This is what Jay Abraham used to call working on the “geometry” of your business, just taken to a new level online)

You can go even further with this, of course, because you can bust-up ANY piece of your sales machine and make it more combustible.  For example, you could view and measure your salesletter conversion as Views x Percent Who Scroll Past First Screen x Order Button Clicks x Order Completion.   Or you could break up your opt in process into two steps as I’ve been consistently recommending.

It’s just a matter of conceptualizing the pieces, installing the tracking, and then working on one piece at a time.

The take-a-way?

If you want your site to make more money, break it into pieces and light it on fire!

Hope it helps,

Dr. G 🙂

Download Spreadsheet |   Join Club |   Recommended Beginners Blueprint

PS – Are you reasonably new to the internet, or have you had trouble making even one site profitable?  Most people don’t know I created an entire A to Z Blueprint for Beginners.

It comes with simple one page cheat sheets which tell you the least you need to know about traffic, conversion, social media, web development, copywriting, and everything else you need to know to get up to speed quickly.  (It includes Terry Dean, Fred Gleeck, and others, so I actually often refer to it myself when I’m working in one of their areas of expertise, like SEO Blogging or Professional Speaking)

I really wish something like this was available when I started!  A to Z Blueprint for beginners

PPS – As compared to the above, The Hyper Responsive Club is where I present all my best thinking about how to establish a Center of Gravity online which you understand and sell to better than anyone else.

Whereas the Blueprint product above is intended to get everyone up to speed with the basics of internet marketing as I see it (and to steer them away from the 99% of false prophets and scamsters) the Hyper Responsive Club is where you can leverage my unique and powerful experience as both a Fortune 500 researcher and a consumer psychologist. Everyone should join the club, but only people who haven’t yet made a profit online should purchase the Blue Print product.

I hope that clarifies things (we’ve been getting a lot of questions)

Download Spreadsheet |   Join Club |   Recommended Beginners Blueprint

More Unusual Adwords Tips to Save Money in 2010

OK, well, the year is rapidly drawing to a close, so let me leave you with several additional quick adwords tips to save you money in 2010 (Thanks VERY much to Jerrold Burke, Jered Klima, Dan Zuzanski, Laureen Hoeft, Rob Sieracki, and all the rest of the Rocket Clicks PPC team for helping me compile this):

  • Don’t judge the success of the content network without cleaning it up first.  Aggressively look for site and category exclusions (in the content placement report AND the standard user interface for the campaign).  As a last resort consider managing effective placements discovered on a CPM basis while you gradually throttle  down the automatic placement campaign (you can drag and drop placements between two campaigns using the Adwords Editor)
  • In your most profitable adgroups, don’t necessarily split test a new ad with 50% of your traffic unless you’re very early in the game and you’re fairly sure you’ve got a good change to beat the control. Instead, use the Adwords Editor to make several copies of the existing ad, and change only ONE of them.  This way, you’re only exposing the TEST to a small percentage of your otherwise profitable traffic… if it’s a bomb, you lose a lot less.  If it starts to look like a winner, you can delete many of the other copies to increase the exposure frequency of the test ad (but be careful not to delete the CONTROL copy with all the history until the winner has been firmly declared)
  • Don’t be content using just text ads. Local Business Ads, Ad Extensions, and Ad Site Links are very effective yet underutilized media for many businesses.  (And in the content network, don’t forget to test display advertising)
  • Test something wildly and insanely different from your existing control ad. I mean, something which kind of irks you to try.   Onesentance.org is a good source of inspiration for ad copy in this light (thanks to David Bullock for pointing this out).   Another good source is to write a controversial ad which goes 100% against all the benefits your competitors are touting.  For example, in the adwords market itself you used to see ads saying “You will make money tonight”… so what you’d do instead is say “Some of these animals are lying!  Be the tortoise, not the hare”… see where I’m going?
  • Take advantage of Google’s Betas, especially if you’re a more traditional e-commerce marketing with an actual catalog of products sold through a shopping cart.
  • Don’t use the same copy or landing pages  in the content network as you do in search. Content surfers are READERS, searchers are SCANNERS.  (We’ll do more on this in a future audio)
  • Go through the reporting center once a week to see if there are new metrics available which could be of use. (These days, new data points seem to be accelerating on an almost monthly basis)

And for heaven’s sake, if you’re not a member of my Hyper Responsive Club already, get out there and join before the price increases forever on Friday (or when I hit 1,000 members, which is looking like it might happen before then since Perry Marshall decided to tell his list of 250,000+ people to jump on board today).

Because without the information in this club, I can virtually guarantee you haven’t carefully defined a very specific keyword target to conquer online with focus and determination.  And if you haven’t done that, I know you’re suffering with much lower click through, conversion, and quality scores than you’d otherwise have. Join now

I know everyone hesitates to join a new monthly club, and no one wants to commit to a new monthly expense. (Note: you can cancel any time, and even the first month is refundable if you decide you don’t like it for any reason, or no reason at all)

But the thing is, hardly anyone is sorry once they’ve joined mine.  Join now

That’s because:

1) YOU’LL SEE A REAL BUSINESS BEING DEVELOPED: This club is one of the very, very few places you can actually watch a real business being developed from scratch. In other words, I don’t only TALK about what to do in some electronic classroom in the sky, I actually SHOW YOU me DOING it as I develop a REAL business.  Join now

2) YOU GET 6 To 12 HOURS FOR MUCH LESS THAN WHAT OTHERS CHARGE FOR ONLY 1 HOUR: While most other gurus are charging $97/mo for only an hour or two of  THEORY, Glenn’s delivering virtually a whole seminar (6 to 12 hours/mo) for much less.  Join now

3) YOU’LL LEARN FROM AN AGENCY OWNER: I’m not only a marketing educator, I’m a Rocket Clicks founder and I’ve seen hundreds of business models from the inside out. Which means, I don’t just guess about what’s working and what’s not, I’ve seen the dollars in vs. dollars out reports. I’m not talking theory, and I’m not going to pee on your back while I tell you it’s raining.  You’ll get the straight truth, even when it’s not sexy.  Which is what you NEED in order to succeed, rather than just to feel good for a few months while you consume another piece of intellectual entertainment.  Join now

4) I’VE LIVED IN THE REAL WORLD: I’ve consulted for dozens of real companies … Lipton, AT&T, Novartis, Panasonic, Whirlpool, Colgate-Palmolive, Bausch & Lomb, Nextel, etc. I might be known in our circles as “the guinea pig direct response guy”, but my techniques are explosive in these circles because they come from an entirely different industry.  Join now

5) I’VE DONE WHAT I’M TEACHING: I’ve launched over 17 markets profitably, the vast majority of which had nothing to do with the IM crowd. I’m not a guru who’s done nothing but be a guru.

6) I’M HONEST: You won’t get rich next month using my work. It’s not even within the realm of possibility. But you WILL learn how to build a secure foundation for your business so it can grow and grow and grow.  Join now

7) YOU’LL LEARN A DIFFERENT WAY TO THINK ABOUT MARKETING: Perhaps most importantly, I’ll teach you a different way to think about marketing which will last you a lifetime.

BEAT THE PRICE RAISE (On January 1st): Join now

And have a Happy New Year!

Dr. G 🙂

3 more ways to save money in Adwords

Here’s a few more simple tips for your AdWords checklist which may help you find some extra money this year:

  • For successful content network campaigns, never turn them off for a few days during a slow period (for example during the Holidays).  Instead, use bid scheduling and/or reduce your budget somewhat to slow your traffic. (When you turn OFF a successful content network campaign, you have to fight for your placements again when you turn it back on)
  • Never let a successful content network text ad run in a high traffic adgroup without testing a display version of same.  You may find (especially if you’re willing to increase your bid at first) that you’re able to garner 300% more profitable traffic with a display ad.
  • Never run content network campaigns without regularly processing the content placement report, at minimum to identify poorly performing sites and pages to exclude as negatives.  (Simple, yet a surprising number of people don’t do it).   If a site gets 500 impressions and zero clicks it probably doesn’t belong in your campaign.  Oh, and be sure you’ve evaluated whether Gmail and/or MySpace is performing for you in content, and switch them off if they’re not!

More tomorrow,

PS –The hyper-responsive club price is going up again on January 1st or when I reach 1,000 active members, whichever comes first.   Lock in your rates today.  hyper-responsive club

PPS – I’ll be SPEAKING in Hawaii at Perry Marshall’s Advanced Adwords Seminar.

PPPS – If you’re a content network advertiser, you might seriously consider signing up for Perry Marshall and Shelly Ellis’ Intermediate and/or Advanced Content Network Bootcamps.    The content network really still is a wonderful opportunity for those who know how to use it.

PPPPS – Thanks to Rob, Loreen, Jered, and Nicole at Rocket Clicks for today’s tips.

How to Pay Your Holiday Shopping Bill: Unusual Things Never to Do in Adwords (#2)

Here’s another way to pay that oh-so-dreaded credit card bill associated with your Holiday shopping this year…

In the new AdWords user-interface, you can segment your data by device type.  Assuming you’re tracking conversions, you’ll be able to quickly see whether (a) you’re achieving mobile distribution to devices with full internet browsers; (b) whether these prospects are worthwhile to you. (You get this data by going to any active campaign, choosing Ad-Groups –> Filters and Views –> Segment By –> Device)

We often find high performing campaigns on Google and Search don’t do nearly as well on the mobile network.  And when that’s the case, you can just turn it off.

So… “Unusual Things Never to Do in Adwords Tip #2A” is:

  • Never let the mobile network run without evaluating its click through rate, cost per click, and cost per conversion

And while we’re talking about segmentation, let’s throw in Tip #2B:

  • Never let an adgroup run for more than 2500 clicks without checking it’s performance by day of the week.

More often than not there are some higher-than-average responsiveness days, as well as some which fall below the mean (sometimes far below).   Once you know this, you can go into the day-parting settings and adjust your bids accordingly.  Can you smell the money?

Here’s a little secret sauce for getting this right.

Determining a “winning” vs. “losing” day of the week is just like split testing two ads.  You consider each day to be an ad, and then evaluate the number of clicks and conversions (or if you have enough data you use the ultimate metric which is “profit per impression” –> see SuperSplitTester.com) against the MEAN for all days of the week which is listed at the very top of the segmentation list for each adgroup in the new interface.

You definitely want to be SURE of your findings before you hit the dayparting buttons, otherwise you’ll waste money instead.  So let’s walk through an example:

(You get this data by going to any active campaign, choosing Ad-Groups –> Filters and Views –> Segment By –> Day of the Week)

  • In the data above, it looks like Wednesdays performance is significantly above the mean for the group in both Click Through Rate (6.16% vs. 4.50%) and Conversion (29.63% vs. 21.6%).  If that’s true, we should be hitting Wednesday harder.  But if we’re wrong and this is just due to chance, we’d be wasting money.
  • When I  head over to SuperSplitTester.com (note: I used $10 as a “value per sale/opt in” for simplicity – insert your own) and enter these numbers, including the associated impressions for each of these “ads”, I find, indeed, a 90% confidence level that impressions shown on Weds are worth a LOT more than impressions shown on any average day of the week.  While I’d prefer to see a 99% confidence level for day of week analyses (they tend to be less stable and include a lot more random noise than normal split testing), the data I’m seeing is strong enough that I’ll go ahead and bump up my bids significantly on Wednesdays, and watch the results carefully.  Once it reaches 99%, I’ll take additional steps to grab every Weds impression I can!
  • When I run Thursdays data against the average for all days, I initially see it looks like it’s worth a LOT less than the average day, and in fact I’m LOSING money those days.  However, SuperSplitTester.com also tells me I don’t have nearly enough data to be sure even of the difference click through rates, much less the difference in conversion or profit per impressions… so I’ll need to let it run longer.  But I WILL need to keep checking it because there’s a good chance I’m losing money
  • Note: the astute statistician will notice I’ve purposefully introduced an error into my tests above which makes it less likely you’ll find day of week differences until they’re reasonably large.  Extra points for anyone who points it out!

Now, there certainly ARE more sophisticated ways to run segmentation to get an extra bump (especially when you involve your Analytics account), but the average person–even the average advanced marketer– just will never do them so I’m not going to list them here, and if you’ll do the above you’ll be ahead of at least 90% of your competition, I’m sure.

Short story?  Take 20 minutes to run and analyze these simple reports, available right in the basic user interface, and you just might find Santa left you a surprise!

Hope it helps,

Dr. G 🙂

PS – As the hyper-responsive club has developed, it’s evolved to include more and more about my adwords methods since these are most frequently requested by my best customers.    Why not come watch me build a business step by step, and apply the cheat sheets and over my shoulder videos to your own dream?  (The price is going up again on January 1st or when I reach 1,000 active members, whichever comes first)  hyper-responsive club

PPS – I’ll be SPEAKING in Hawaii at Perry Marshall’s Advanced Adwords Seminar.   (I rarely speak at seminars anymore but I couldn’t say no to this one!).  Grab your early bird spot and come meet me there, won’t you? Rob Sieracki, the Director of PPC at Rocket Clicks will be attending and also speaking in his own slot … truth be told, he knows way more than I do at this juncture!

PPPS – Thanks to Jerrold Burke, kick ass ppc analyst at Rocket Clicks for inspiring me to write this post.

Using the Search Query Report for CTR Boosting Ad Copy Ideas

I’ve got a short but powerful observation for you today which involves the Search Query report.   And I THINK it’s something new no one’s really talking about.

But first… You ARE tracking conversion and running the Search Query report at least monthly, right?  Good!

(Hint: over 70% of the AdWords accounts I’ve audited, including many accounts spending $10K+ per month had NOT run this report and had no idea what to do with it… even just running it and staring at it will give most Adwords marketers who’ve been tracking conversions instantaneous ideas for saving money, increasing Quality Scores, and getting more traffic… what are you waiting for?)

Anyway, here’s the simple idea.

When you’ve got broad match running in a relatively high volume adgroup, for example “migraine relief”, the search query report will show you all the queries it’s expanded the keyword to using it’s fuzzy logic (except those which have not yet received a single click).

And you’ll also see the individual click through and conversion rates for each of these fuzzy-logic keywords.

Now, the traditional advice for processing the search query report is to mine it for negative keywords (low performing queries which might be dragging your CTR down on the broad match), and possibly peel and stick under-performing keywords out into their own adgroups so you can write a more specific ad, and possibly a more specific landing page.

Good advice.

But here’s the part people aren’t using.

A lot of the high-click-through longer phrases you’ll find in the report are actually BENEFITS which make for great click through enhancing ad-copy, not only in the adgroup you found them in (in the search query report), but across a good deal of your campaign.

So for example, in the search query report for a broad match bidded phrase like “migraine relief” you might see the following high performing phrases (suppose the average clickthrough on the broad match by itself, as reported in the interface, is 2%)

“natural migraine relief” –> 3.4%

“kill your migraine” –> 5.2%

“herbal migraine supplements” –> 7.2%

(Note: these results are fictitious)

Well, what I’m saying is, start testing ads with all these text benefits in  headlines, body copy, and the display URL… FOR THE ORIGINAL ADGROUP AND SEVERAL OTHERS, and you might very well find you’re significantly boosting your click through rate.  That’s because the fact people are searching for them represents a desire in and of itself, and the fact they’re clicking on your ad in large number after searching represents the synergy between the search phrase and your general proposition.

For example, we might test a new ad like the following in our original broad match group (excuse me for the overly simplistic illustration– you’ll need to be more creative than I to really make this work but I think you’ll get the point):

Natural Migraine Relief
Herbal Migraine Supplements
to Safely Kill Your Migraine
NaturalMigraineRelief.com/Herbal

See where I’m going?

Good, now you go there too!

Hope it helps,

Dr. G 🙂

PS – As a FREE bonus for joining my Hyper-Responsive-Marketing-Club, you’ll get immediate access to my advanced Adwords bonuses AND a FREE copy of Adwords Checkmate AND How to Choose Your Market.  (Important Note: The price on the club will be raised on January 1st or when I reach 1,000 active members, whichever comes first, so this is your last chance to lock in the current low rates)

PPS – Tomorrow, my long time weekly mastermind partner Markus Roman is going to release a brand new, never before seen resource for dramatically boosting your click through rate.  He’s going to provide a special price for my list through the end of the weekend, so PLEASE watch your email very closely as he can’t provide exceptions for people who email customer service on Monday, etc.  (My apologies in advance)

Way Beyond PPC Traffic

Most of you know that I’m a PPC fiend.  Even as Google prices have gone through the roof, I’ve defended AdWords as the best place to develop most business messaging and perfect your sales machine.

But did you know there’s  traffic available WAY beyond Google, MSN, Yahoo, and PPC?  I’m talking several orders of magnitude of traffic … think “how can I add a few zeros to my visitor count each month”

It’s true.

“Enclosed” is a free MP3 interview with my former mentor and friend… the man who originally helped me put the pieces together in  PPC  has now moved way beyond PPC.  He’s been testing and tracking and creating his own formula.

Well worth the listen!

Enjoy,

Dr. G 🙂

PS – Yes, he’s also got a course (and yes, I’m an affiliate).  Jonathan gave me the course, I’ve been through it thoroughly, and think it’s extremely worthwhile information.  (It’s also not at all expensive).  If you’d like to find out more, please visit www.WayBeyondPPC.com


Adwords Broad Match Magic

Right click here and save target as to download Adwords Broad Match Magic – a Paradoxical Method for Carving Out Your Slice of High Volume, Ultra Competitive Keyword Markets in AdWords and Beyond!”

COURTESY NOTICE:  This FREE 14 page special report contains what most AdWords marketers will perceive as a serious breakthrough… even as we approach 2016!  You should download and  read it right away, because I will soon be revamping many of the
valuable materials on my blog into a product system and can’t promise this will remain
free indefinitely.  In this report, you’ll see, for example, the technique I used to brazenly enter the extremely competitive weight loss market.  Ignore at your own risk.

BIG DEAL COURTESY NOTICE:  On January 1st I’ll be opening my business coaching practice for one day only.  The practice has been closed to new clients for almost
three full years now, but because I’m starting to feel rusty in working with new people,
and because this is unacceptable given my current focus on training and certifying
coaches, I’m going to open up for ONE DAY ONLY on January 1st 2016.  I felt it was
morally necessary for me to do so.   If you have any interest in working with me
personally, please click here, read the format in which I work, sign up for the priority notifications list, and then watch your email at 9 am on New Year’s Day 2016.
(The spots will go fast so it’s best if you set a reminder)