Category Archives: Pay Per Click Management

Adwords Broad Match Changes

I think most people don’t realize that the AdWords algorithms aren’t static formulas frozen in code, but more like evolving organisms in their own Darwinian environment, evolving over time as the algorithms themselves observe their own success or failure.

Please permit me a quick “Geekgasm” diversion to help you understand the mechanics behind all this (or more accurately,  our perception of the mechanics) and how it affects your Adwords management efforts:

  • There are really two major branches of predictive mathematics
  • The first is more statistical and normative, and seeks to model data on specific and identifiable variables and factors.  When it’s successful, it not only is able to predict what happens, but it’s able to EXPLAIN the prediction in plain English.  We know not only what is likely to happen, but why it’s likely to occur.
  • The other model is called neural networking, and seeks to emulate how the human brain learns via  a network of associations, strengthened or weakened according to trial and error learning.  When this model succeeds, it’s often not able to explain WHY it can predict the data (just like we can’t always explain our favorite recipes beyond “a pinch of this and a pinch of that”), but it’s usually a lot more powerful in it’s predictive accuracy.  (Just like your grandmother’s apple pie tastes so much better than anyone else trying to follow a strict recipe)
  • We’re pretty sure Google’s relying at least partially on neural networks and trial and error learning to model their broad match technology.  (I know I would if I had literally trillions of searches and click results to use as trial and error data points)

OK, “Geekgasm” over.

The implication of all this is that the algorithm “learns” over time, and evolves in it’s maturity in much the same way a human being benefits from years of experience.  We can’t say exactly how a 30 year old is different than a 20 year old, but we DO know they’re much more mature and are likely to trust them with much more unsupervised responsibility.

What this means for you as the algorithm matures is more opportunity to avail yourself of it’s power, with less risk, and less time and energy required to manage it.

Rob Sieracki ( Director of the PPC department at RocketClicks.com) wrote a blog post this week on the Ebb and Flow of Google’s Broad Match Algorithm.  It’s definitely worth your attention!

All my best,

Glenn 🙂

PS – I might be beating a dead horse, but the whole point of my (still free for the moment) Broad Match Magic technique  is to leverage the algorithm successfully and hit the soft underbelly of hyper-competitive markets like weight loss, credit repair, etc.  And to be most effective with it, you should walk through the step by step instruction in the hyper-responsive marketing club

Google Agency Land

Not many PPC marketers know about Google’s special support program for Search Marketing Agencies “Google Agency Land”. Well, guess who got featured in their video? (We’re so proud!)

(The grinning guy in green shirt is Jered Klima, from Rocket Clicks)

How to Do It Yourself | Coach with GlennDone For You

Negative Keyword Slides

A few months ago we delivered a killer Negative Keyword Webinar, but neglected to post the slides.  One of my coaching students made me aware of this, and some people are having trouble watching the video (just clear your cache if you are, this fixes it 90% of the time).

In any event, you can download the negative keyword slides here in PDF format.

The majority of AdWords accounts we’ve seen have been incredibly under-optimized for negative keywords.   Most people know what they are, and have a few dozen, or perhaps a few hundred.  But an optimized account making good use of broad match will often have THOUSANDS of negatives which can DRAMATICALLY increase your click through rate and reduce your cost per acquisition.

And when you combine the power of  Rocket Clicks negative keyword strategy with the power of the hyper-responsive adwords bulls eye process, you wind up with an extraordinary Adwords campaign, both optimized and easy to manage.  (The bulls eye process relies heavily on identifying the 6 most important keywords in your market, then leveraging Google’s broad match algorithms to expand your traffic around this theme)

Seriously, if your Adwords spend is even $100/mo, the time you spend watching this FREE webinar and studying the slides is a total “no brainer”.    It’s one of the very few times I’m comfortable saying it’s entirely possible you’ll make money TONIGHT with this information.

All my best,

Dr. G 🙂

How to Do It Yourself | Coach with Glenn | Done For You

Peel and Stick in the Real World

(SHORT MP3)

People tend to become very myopic about their Google accounts, and often fail to see the broader picture.

Google doesn’t work the way it does just to benefit Google.  They’ve developed a very granular “peel and stick” reward system because that’s the way marketing works in the real world.  In fact, it worked this way long before we all so easily exchanged electrons at almost-better-than-light speed.  (Listen to the SHORT MP3 at the bottom of this post)

Because most people don’t get this, they don’t fully leverage the REAL conversion power of peel and stick.   Instead they thoroughly master the technical aspects of working within Adwords, but leave their Adwords copy, landing page copy, salesletters, and follow up sequences entirely too broad to take advantage of the targeted, cheaper traffic the Google machine makes possible.

Why?

Their reasoning has to do with market volume.  They want to ensure they can sell to high volume keywords in the market.  But as a result there’s no real specificity in their follow through, so the system as a whole remains dramatically less focused and effective than it really should be.

Here’s the one liner to write inside your eyelids:

“Great things happen when you CONTRACT your message, NOT when you expand it”

To make the concept more palatable, I recorded this short interview with Sharon about marketing success OFFLINE, in the real world.

I thought it might help you to see how big brands (not the big dumb ones Perry always talks about, but the SUCCESSFUL big brands who have launched effective and massively profitable campaigns via well researched and well thought out market positioning) utilize this principle when they’ve got literally BILLIONS of dollars at stake.

Because you’d think of all companies, they’d be the ones concerned about market volume, and would look to target a very broad spectrum of the market with their positioning.

But it turns out the opposite is true, at least for those really well run and successful brands.

This one really fascinated me personally…

And I have to say, after 22 years, my wife still entertains me!

I really hope you’ll listen.  And I don’t just mean I hope you’ll play the interview.   I hope you’ll get the message and consider how it might apply to your market positioning, especially if you think you’ve already got this one covered.  (It’s only 17 minutes, so you can listen right now)

Enjoy,

Dr. Glenn 🙂

PS – The central goal of the first month in my Bulls Eye Marketing Club is to achieve this type of focused messaging by developing 100% confidence in a drastically reduced keyword archery target.    (We use a spreadsheet which combines considerations of search volume, bid price, relevancy, and your ideal client definition into ONE number so you can confidently compare candidates).

When you can do that, you leave the “keyword candy store” and zero in on the exact keyword conversation you need to understand better than everyone else in your market so you can begin to achieve dominance.   Click here to join now.

PPS – Don’t really write my one liner on the inside of your eyelids please.  That would just be gross, and I was just saying it for effect.  But I won’t object if you pain it on your bedroom ceiling or your front door.

PPPS – I’d also like people who’ve already joined my Bulls Eye Marketing Club to listen to this interview, especially if you have any lingering doubts about whether you’ve chosen the right target, or if your automated-competitive-intelligence-machine from month #2 is feeding back market requests you’re not sure you can deliver on.

Your Marketing Center of Gravity

There’s one mistake I see people make more often than any other (in both Adwords and Organic SEO), which could be defined as not having a “marketing center of gravity”.

You may THINK you know what I mean, and on the surface, you probably do.  But when you watch the video below, you’ll see the IMPLICATIONS are much further reaching, and in many ways the opposite of what you currently think they are.

I can’t recommend you watch this one more highly (I know that’s kind of immodest, please don’t tell my Mom):

Center of Gravity Part ONE:

How to Do It Yourself | Coach with Glenn

Center of Gravity Part TWO:

How to Do It Yourself | Coach with Glenn

Google vs. Facebook – Advertising Wars

  1. There’s a LOT more advertising inventory available than what you see in Google. (Google owns search, but there are about a dozen other networks with MUCH more inventory for display advertising)
  2. You haven’t been able to get at it yet because of extremely high minimum spends (e.g. $10K to $20K/mo commitments) and because it’s much harder to target effectively …
  3. The coming war between Google (who organizes the world’s information – Web 1.0) and Facebook (who organizes and connects the world’s people – Web 2.0) really defines the differing values and changing search behavior we can expect to see in coming years…
  4. This war should open the vast traffic networks to the smaller entrepreneur (who has prepared the right tools)…
  5. To prepare for the opportunity, please listen to the free MP3 below

If you think your business might qualify for this type of advertising, please submit the paid ppc consultation request and mention this call in the comments section.   If you’re not quite ready for our services but are interested in improving your results yourself, please click here

This interview was inspired by a recent article in Wired Magazine.

Adwords Position Surprises

Two surprising revelations regarding adwords position  today on the Rocket Clicks Blog:

Is it ever possible that your position in adwords will move DOWN when you INCREASE your bids?

Is it possible that conversion rates don’t vary as much by position as we’ve all previously thought?

Definitely worth reading!

Dr. G 🙂

PS – I released a new Adwords product with Terry Dean on Thursday called Adwords Bulls Eye.  The introductory $30 discount will expire on Tuesday, so if you’re interested, now’s the time to grab it.  (IMPORTANT: hyper-responsive club members should NOT purchase if they will object to a good deal of overlap in the subject matter.  The product is essentially a full day consultation I gave to Terry Dean about how the hyper-responsive principles apply to Adwords.  Oh, and while I’m talking about the hyper-responsive club, please note the price will be increased mid-month, so if you’re interested, now is the time to lock in your rate)

PPS – In response to questions about my infrastructure (largely from beginners) I’ve also added some resources to the products page of this blog.

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Excel Tricks for AdWords

With just a few Excel techniques you can master in an hour or two, you can save literally hundreds of hours in AdWords.  Watch the free videos below to see how 🙂
(You should also Download the Excel Sheet from the Videos Here so you have the formulas and examples to work with on your own computer, and a higher quality screen to look at!)

PART 1

PART 2

PART 3

PART 4

PART 5

Download the Excel Sheet from the Videos Here

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AdWords Conversion Optimizer – Maximum Results Secrets

This 19 minute FREE MP3 might be the newest, easiest way to squeeze more profitable traffic from your AdWords account this year.  (It’s certainly the most I’ve learned about AdWords in the shortest period of time… with the fewest obstacles and resources required to execute)

Over the past few years, AdWords has introduced progressively more granular data which provides tremendous power and potential to optimize your campaign.  Whether it’s conversion by time of day, ability to day part and adjust bids, position preference, etc., … we’re getting to the point where it will actually be possible to laser target the exact right position at the exact right time for the exact right searcher, every time.

Unfortunately, unless you’ve got a Ph.D. in data mining and analysis, it’s also fairly difficult for the average pay per click marketer to actually USE the wealth of data AdWords provides.  Indeed, in well over 100 consultations/account audits I personally did last year, I’d venture to say less than 5% of campaigns were taking full advantage.

Which is why Google introduced the CONVERSION OPTIMIZER … their black box, automated algorithm for managing all this behind the scenes for you, hands free 🙂

Unfortunately there are several intricacies of the conversion optimizer which are difficult for all but the professional AdWords manager to observe.

Which is why Nicole Nerad of RocketClicks.com (one of our high level PPC managers) compiled these 5 Secrets of the Conversion Optimizer blog post.  I interviewed her about this in the FREE MP3 below, which I strongly recommend you listen to right now. (I really, really try not to be sensational or “hypey”… so I hope you’ll recognize that if I’m this excited, there’s something real to pay attention to… I really DO think there’s money on the table in most AdWords accounts for people that follow this advice, and best of all, it doesn’t take much time or effort AT ALL, just some special knowledge and a few minutes of careful attention each day)

Hope you enjoy!

Glenn 🙂

PS – If you feel like you’re wasting too much time in Adwords which could be put to a higher and better use in your business, why not let Rocket Clicks manage your ppc accounts?

PPS – Rocket Clicks can ALSO help you achieve Maximum Profits with Minimum Risk by executing the full Livingston Research method for you.  Enter new markets –OR– turn your business around fast.  Click here for more info

Adwords Marketers – Do You Love Me Enough?

Here’s a challenge and an exercise  for  AdWords Marketers … but you’ll have to bear with me for a moment.

When I first became a psychologist I thought it was going to be like being a detective.  I honestly thought people would walk into my office, lay out their problems, let me connect the dots, and then they’d walk away and fix their lives.

For the life of me, I couldn’t understand why therapy was supposed to take years, because it only took a few sessions  to see the patterns, diganose the problem, and see what the solution was.  Honestly, it didn’t take too  much book knowledge either.   (With apologies to my University).

But it didn’t work like I thought.

People did come in and lay out their problems.

And within a few sessions, I WAS able to connect the dots.

Problem was, when I pointed it out to them, they’d give me some version of  “I already knew that”, and they became instantly blind to delving further … and more importantly, to CHANGE.

“I already know I’m  driving my wife away with constant criticism, I’m trying to stop” (He didn’t know he was even harsher on himself and thought it was a normal and healthy way to achieve)

“I already know my son’s involved with drugs because he sees me smoke pot in the yard on the weekends, I’m working on quitting” (What he didn’t know was how empty he felt inside because his father gave so little to him, and he was unintentionally doing the same with his boy)

You see, what I learned the hard way was, people aren’t all that willing to go beyond their “already knews”.   It takes a lot of courage.  They need to feel safe.  And that only happens when they love you enough to take a chance.

So it turns out, being a successful psychologist had more to do with my ability to help people love me than everything I learned in school.

What does this have to do with marketing?

EVERYTHING.

Because all of we marketers have our “already knew its” too.

“I already know I can reduce my AdWords costs and increase conversions if I run the Search Query report, peel and stick, and mine for negative keywords” (What you don’t know is your overly complex account structure makes it very difficult for you to keep up with this on a regular basis)

“I already know my conversion would go up if I studied the conversation in my prospect’s head more thoroughly, did Glenn’s survey methods, and thoroughly reverse engineered my single most important competitor” (What you don’t know is that you find this task daunting because you’re not focussed on a single “bulls-eye” keyword and haven’t articulated the conceptual boundaries of your keyword strategy)

“I already know I need to more aggressively split test to keep up with AdWords bid prices” (What you don’t know is there’s only so much efficiency you can squeeze out of a PPC campaign.  After that the highest and best use of your time is developing back ends and working on the conversion and visitor value of your system as a whole, while you delegate the PPC upkeep and improvement)

“I already know my market backwards and forwards” (What you don’t know are the key differences between buyers and prospects,  repeat buyers and trial buyers, and hyper-responsive vs. regular customers)

The list goes on and on.

So my question for you is, do you love me enough to face something new in your Adwords account today?  Something you haven’t seen before?

Try this exercise.

I know it sounds silly, but go for a walk in a familiar place, someplace you can loop around 4 times on the same path.   It could be right in your back yard, your mall, or on a mountain trail.  Ideally it’s someplace you’ve been dozens of times before so you “feel” like you know it like the back of your hand.  It doesn’t matter how long it is.

Now, walk the loop 4 times, and each time you walk it, notice something you never saw before.  It can be anything … a pebble, a piece of dirt, a spot on the wall, a bird … as long as you never noticed it before.

When you notice this, REALLY notice it.  Take in everything about it … color, lighting, shape, … and how it makes you think and feel to see it.

When you get back, write down as much as you can about the new things you saw.

Then go look in your AdWords account and find 4 new opportunities you haven’t been paying attention to.   They could be in the account itself, or about your landing page, follow up systems, salesletters, products, or business as a whole.

Don’t say this is corny.

Don’t say you already know.

Just love me enough to do it  (pretty please) and I know you’ll thank me.

All my best,

G 🙂

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