Category Archives: AdWords

All My Free Cheat Sheets, Mp3s, and Videos

Been cataloging and organizing the last 5 years of MP3 interviews, PDF Cheat Sheets, and Conversion Videos…

Thought I might as well give you the benefits of that too ūüôā

Right click the image above and you’ll get a PDF full of links to my BEST Cheat Sheets, Interviews, and Conversion Videos

It’s all my best stuff, all in one place!

(Don’t say I never gave you anything)

Now go turn some visitors into buyers, would you?

Dr. G ūüôā

PS – If you haven’t already joined the LIVE CONVERSION WEBINARS club, you should do so now. ¬†If for no other reason than (a) the “best conversion secrets of 2012” video is about to scroll out of the archived club recordings and become a $67 product in it’s own right; (b) the “Persuasion Architecture” bonus audio contains the crowning jewel of all my work for the past 8 years and (c) today you can still download both of these for less than five dollars

PPS – If you’ve been through the hyper-responsive club but never got around to implementing the work (or not quite as thoroughly as you wanted to)–OR–if you’re servicing clients and think whitelabeling Glenn’s hyper-responsive bulls eye research behind you might make you look stronger to your client… get your tuchas over to BullsEyeMaster.com

PPPS – If you’re spending more than $20K/month in paid advertising and would like my team to start optimizing your landing pages and conversion funnel FOR you, well, you may be in luck!

PPPPS – If you’ve got a system that converts really well online but you’ve got NO telephone follow up in place, you really ought to consider letting this funny looking phone genius do it for you on commission.

A ZILLION Ps S: ¬†Would much appreciate you SHARING this page, posting it in your forums, passing around the PDF by email to ALL your contacts, and telling your mama’s how cool it is to have Dr. Glenn’s stuff. (Not particularly modest, but hey, I’m too old for that)

Nuances of Conversion Rate Optimization and PPC Budgeting

Did you ever consider the relationship between your Pay Per Click budget and the time, money, and energy you spend on Conversion Rate Optimization?

Have you ever wondered what stops you from doing more testing?  (Or doing testing AT ALL?)

Listen to this intriguing interview with the author of AdWords for Dummies, Howie Jacobson, Ph.D.  (And myself of course)

Enjoy!

Dr. G ūüôā

PS – Howie and I are also offering a new conversion rate optimization service. ¬†Have a look if you haven’t already!

The Strangest PPC Secret

OK, so here’s the strangest clickthrough secret I’ve come across in my years…

Something which has the capacity to take your prospect OUT of a competitive environment and position you as the obvious solution to their problem…

And something largely counter-intuitive, so I need you to stay with me please.

Here’s the secret…

When you’re in a high volume traffic stream, advertising to a specific demographic segment of the market can actual increase your volume of sales and overall profits, even–and sometimes especially–when that segment represents a smaller proportion of people searching.

For example, let’s suppose you’re selling a solution to stop excessive barking in dogs. ¬†Let’s call it the “Shut Up Machine” OK?

OK. ¬†And suppose we’re paying $1 per click for our best performing ad on “stop barking” for this ad:

CTR = 1%  Conversion = 1%
Cost Per Conversion = $100
Conversions Per 1,000 Visitors = 10

Now, let’s further suppose–and these are just wild assumptions since I haven’t actually researched this market–that the search volume in this market breaks down as follows:

  • Women Under 40 = 35%
  • Women over 40 = 30%
  • Men Under 40 = 15%
  • Men Over 40 = 20%

Common sense might suggest you’d need to keep the generic ad, because there’s no demographic which makes up the overwhelming majority of the market. ¬†(So one might think that advertising to women only, for example, would drop our clickthrough by 35%, since women represent 65% of the search volume).

But in many cases I’ve seen this just isn’t true. ¬† ¬†Especially if you’ve analyzed your BUYERS and found a bias therein.

For example, suppose ShutUpMachine.com’s buyers were 50/50 men and women, despite the fact women outnumber men 2 to 1 in search. ¬†What this says is, men are disproportionately responsive.

Now suppose we dig even further (by surveying our buyers) and discover that 80% of our male buyers are over 40. (We’d expect only a slight bias towards the over 40 range given the search volume breakdown above) .

This tells us that men over 40 are especially responsive to our offer.  Indeed, 40% of all our customers are men over forty  in this scenario (50% of all customers are men x 80% of male customers over forty = 40% of all customers) , even though this demographic represents just 20% of the search volume.

In other words, men over 40 are twice as responsive to the generic offer.

Can you imagine what would happen to the system if you optimized it for them?

Here’s what I’d do in that situation…

I’d aggressively test optimizing a WHOLE PATHWAY for men over 40.

So we might write an ad like this:

And then we’d land them on a page with a story from a man in his 40s who wants nothing but some peace and quiet when he comes home from a hard day, finally finishes taking care of wife and kids, and just wants to relax.

We’d paint a before and after picture with that story…

And because we’d knock our visitor out with the “Holy Crap! ¬†This is exactly for me!” experience, we’d probably get an even higher conversion rate on the landing page. ¬†Let’s assume 50% higher.

What might the numbers look like?

This is the strangest secret…

Because often when you’ve done this kind of analysis of your buyers to isolate the most responsive demographic, you can create a situation where the CTR doesn’t drop at all.

In other words, you might be targeting a much smaller percentage of the market, but their click responsiveness makes up for their lack of presence in the market as a whole. (And even when that’s not the case, you can often make up for it with increased landing page conversion)

For example, you might see something like this:

A few important things to note:

  • Even though the CTR is the same from the PPC engine’s perspective, the truth is you’re getting a 5% clickthrough from your target audience. ¬†You just can’t SEE that because you can’t restrict the exposure to the rest of the audience in general PPC advertising. (Sometimes you CAN do this with email buys and banner advertising, but you’ve gotta be very, very careful because advertising vendors will often jack up the price for these kind of “selects” more than the increase in responsiveness warrants. ¬†Run your spreadsheets and know your numbers before testing this!)
  • Even though the price per click is the same, we get a bump in conversion by taking the prospect OUT of the competitive environment and re-assuring them we are the ONLY vendor positioned to meet their unique needs
  • As with so many other things in marketing, going after a “higher percentage of a smaller percentage” is so often the answer
  • There’s nothing to stop you from developing ANOTHER site for women over and under 40, etc. ¬†in order to look for more volume with additional conversion bumps. ¬†However, by rank ordering your customer demographics in terms of responsiveness you’ll be able to estimate the effectiveness of these efforts as compared to the time and money you need to allocate to accomplish them. ¬†(In the example above, we found women were modestly less responsive than men as a whole. ¬†Still, you should expect SOME increase in conversion due to the demographic segmentation (assuming you’ve studied how the product plays out differently in their lives), so it’s just a matter of math to guestimate which segments are worthwhile to pursue as such, and in what order.
  • There’s also nothing that stops you from ALSO running the generic ad if it’s profitable. ¬†(You should test ¬†running both a generic and a segmented ad vs. running only the segmented ad)

If any of this math was hard to follow, let me restate it in simple English…

  • If you survey your customer database, you might find you’ve got more women than men, more young people than older people, etc.
  • Compare the percentages you find in your customers to what Quantcast.com and/or Alexa.com says about the demographic breakdown for search volume in your market. ¬†(Enter a few of the top search engine ranked websites to find out)
  • If you DO find your percentages are different than what you see in Quantcast, etc, that probably means there’s a demographic group that’s MORE responsive to your offer than average…
  • Test targeting a teaser ad and landing page to THAT unique demographic and see what happens

Yah?

Got get’m!

Onwards and Upwards My Fine Marketing Friends…

You can clear away SO much confusion if you’ll just take the time to master a few fundamental conversion principles.  And now you can watch me do it LIVE on site after site.  (Get started as of the time of this post for less than $5)

Dr. Glenn :-)

Your ‚ÄúWeb Sales Hero(tm)‚ÄĚ

PPS – Want a simpler way to increase your conversions? ¬† Put evangelistic audio testimonials ¬†on your site. Listen, testimonials sell, but they’ve got to be done right. ¬† You want to support the specific claims you make in your USP with specific results obtained. ¬†And you need to get the customer to describe their results in contagious, emotionally compelling language that BRINGS THE TESTIMONIAL TO LIFE. ¬† (Do It Yourself | ¬† Let Us Do It For You)

PPPS – The above example is hypothetical. ¬†Please don’t attempt to advertise with these specific ads.


Make More Money By Turning OFF Your Advertising

If the escalating expense, difficulty, and time to generate a high volume of profitable internet sales is crippling your growth–or crushing ¬†your morale–I’ve got a very important audio for you to hear today…

Because it’s entirely possible that…

“You Can Make More Money by Turning Off Your Time Killing, Morale Crushing, Migraine Inducing, Pain-in-the-Ass Advertising System!”

Listen to this interview with Ryan Levesque, my partner in an extremely weird new marketing experiment which just might be your saving grace ūüôā

My Favorite Motivational Video (Ever)

Whenever I feel a little stuck in my business or my life, I watch this video to be sure I’m not doing what this guy did, review my plans, and move on with inspiration (seriously). Thanks to Bryan Todd for sharing it with me last year!

PS – In my opinion, anyone spending more than $1,500/mo in AdWords should at some point have Bryan review their campaigns. ¬† Perry Marshall himself suggests there are many things Bryan knows about AdWords that Perry does not. ¬†Here’s my sneaky affiliate link for the consultation with Bryan Todd. ¬†Oh, and just in case you’ve never heard it, here’s a link to a very revealing interview I did with Bryan a few years back about what distinguishes the winners from those who continue to flop and flounder in Adwords

2nd Most Unusual Jungle Marketing Idea Ever

* FREE PERRY MARSHALL WEBINAR:
February 2010 on the island of Maui, Perry Marshall¬†unveiled a new technology for creating ad campaigns¬†that stand out from everything else in the marketplace.¬†The students he taught used his methodology to beat¬†their own best ads, landing pages, and emails. ¬†Powerful results started to emerge…
– One of his students was able to finally beat their¬†previously “unbeatable” ad after spending $200,000¬†on Adwords traffic.
РAnother student used the concept to increase his conversions by 79%.
But for the past several years he’s been selective¬†about who got access to this technology.
Last week I found out that he’s telling the whole¬†story for the first time – including his journal notes¬†about how he came up with the idea.
The odd story behind it all is that he was on vacation in Costa Rica and was wandering through the forest admiring the efficiency of Mother Nature when all of a sudden he connected the dots to Google Adwords.
(If you know Perry – you know that it’s not at all¬†weird for him to be thinking about Google Adwords¬†while vacationing in the rain forest. For anyone else,¬†very strange)
His notes are a bit cryptic but he’s doing a¬†presentation next week and says he’ll also be
explaining his “Jungle Journal” in more detail¬†in the coming days.
Here’s the link to Perry’s Jungle Journal notes:
* FREE PERRY MARSHALL WEBINAR:
Definitely worth attending in my book ūüôā
(Of course, as you probably know, I’m also an affiliate, and you’ll be helping finance my “master plan” if you should buy anything after clicking and/or attending the FREE event)

PPC Remarketing Advice from Rocket Clicks

One of the MOST powerful (and controversial) marketing innovations of the past few years has been RE-MARKETING… your chance for a second bite at the apple… the ability to reach people who’ve visited your site AGAIN as the browse OTHER people’s sites on the Display Network.

It’s kind of a mysterious animal, and difficult to get a hold of.

In this very information dense interview filled with practical tips, you’ll learn some of Rocket Clicks best practices for setting it up, and maximizing your changes for profitable conversion.

Listen now please…

G ūüôā

PS – Remarketing Cheat Sheet Here

There are NO AdWords Geniuses

This might seem like a strange thing for the owner of a PPC agency to say, but there really are NO AdWords geniuses!

I frequently hear people talking about so and so as an “AdWords Genius.”

But when someone says that, I immediately know that they don’t thoroughly ¬†understand AdWords. ¬† Because saying someone is an “AdWords Genius” is very much akin to pointing out a good French speaker and saying “Look at him, he’s a French Genius!”

There aren’t any French Geniuses. ¬†“Genius” implies an innate ability unattainable by the average person.

In French, there’s ¬†a basic level of fluency which becomes progressively more natural and embedded in a speaker’s brain the more time they spend in France interacting with native speakers in the culture.

Pretty much ANYONE could attain this level of fluency if they decided to spend enough time in France.  (Or Montreal!)

It might APPEAR to an outsider, struggling in their first few hundred hours of studying the language that this other person was a French Genius, but the truth is, it’s just a reflection of the time and energy they spent in France.

Moreover, an argument could be made that the person who chose to spend just a few hundred hours studying French to achieve basic fluency has a more balanced life, and will achieve more in their business dealings in France than the one who dedicated all their time and energy to appearing like a French Genius.

You wouldn’t spend a lifetime studying French if your goal was only to be ¬†comfortable enough in the culture to do business profitably with the locals. There’s definitely a point of diminishing returns… there might be 80,000+ words in the French Dictionary (I’m guessing), but the masses rarely use more than 5,000 or so.

It’s the difference between efficiency and effectiveness!

Similarly, there are NO AdWords Geniuses.

Rather, there’s a basic level of fluency which most people reach by spending a few ¬†months immersed in the machine. ¬†From there, there’s only an incremental ease with which they work in AdWords depending upon how much time and energy they put into practicing.

There certainly ARE hundreds of nuances to AdWords, but many of them can’t be leveraged by anyone who properly considers AdWords only PART of their business and doesn’t intend to be a full time PPC manager. ¬†There are only about a dozen AdWords things you really need to master to achieve a basic fluency. (Campaign Settings, Keyword Groupings, Match Types, Spit Testing, Basic Content Network Logic, Placement Targeting, Conversion Tracking, etc)

Anyone can do it. (Well, any detail oriented person… a lot of purely creative, right-brain types have trouble, in my experience)

The REAL leverage point in AdWords isn’t in AdWords at all.

To maximize your AdWords profits you really need to understand what’s on the customer’s mind BEFORE AND AFTER the click.

Knowing what’s on their mind BEFORE they click helps you get the customer at the most efficient rate (high CTR, OPT IN, and SALES RATES), but more importantly shows you how to TAKE THE PROSPECT OUT OF THE COMPETITIVE ENVIRONMENT.

(AdWords is brutal… you want the customer to feel that you’ve almost psychically read their mind so they stop their search and start studying what you’ve got to offer in the context of a “go to relationship” with you, and hopefully you alone!)

Knowing what’s on their mind AFTER the click is critical so you can maximize the value of every customer.

And THIS is perhaps the most important part. ¬†Because Adwords is such a competitive auction environment, no matter how good you get at efficiency, it’s effectiveness, or maximum visitor value, which wins the game in the long run.

In other words, if you’re running Adwords at only a small profit and plan to just let it ride, you’re probably planning a losing game. ¬†To truly dominate your market in Adwords, you’ve got to engineer your whole business such that you’re the one who can afford to pay the MOST for clicks.

Yes, you read that right.

Sure you want to buy them efficiently, but you want to be making so much from every visitor that no matter what happens in the auction you can afford to outbid the next guy.

And here’s the thing…

YOU control what happens after you’ve got the opt in or the customer, NOT GOOGLE!

So why get sucked into spending all your time inside a machine someone else controls?   Get it running profitably and then turn it over to an agency to achieve maximum efficiency and volume (e.g. Rocket Clicks), then spend the majority of your resources maximizing the VALUE of each visitor by researching what they want, building back end products and services, segmenting and servicing your list, doing joint ventures, etc.

That’s where your leverage point really is, and that’s how you build a solid and secure business.

Ask yourself this question… no matter what the price of the highest end product you’re currently selling in your business, how can you add a zero? ¬†What would you need to find out from your market? ¬†What would you have to deliver to ¬†be worth 10x what people are currently paying?

And if that’s TOO outrageous for you, how about, what would it take to achieve ¬†DOUBLE OR TRIPLE the price?

Because that’ll change the whole economics of your business, and you’ll find yourself thinking quite differently about the Google PPC auction. ¬†(You’ll probably also find other advertising vehicles open to you which you previously thought were not cost effective)

Worth thinking about, right?

Your humble (OK, not so humble) AdWords servant,

Dr. G ūüôā

Worst Adwords Ad – Contest (CANCELLED)

I’m so sorry – but this particular contest got out of hand. The technique works fabulously well when you run through it on your own, on the telephone, or in a closed group. I hadn’t invited people to do this in public before, and, well… I’m afraid I led just a few people to say some insulting and upsetting things for overweight people, which, in the absence of the in-person moderation which brings these to positive conclusions, is the opposite of how I want to take care of the world.

It’s entirely my fault.

My sincere apologies.

G ūüôĀ

PS – There WERE quite a few creative entires, and I will post a winner from those previously entered on Friday, as promised. But please don’t post anymore (and I’ve deleted the 72 entries previously made).

Important Split Testing Innovation

Like everyone else in direct marketing, I spend a lot of time extolling the virtues of split testing.  As well I should, because with ongoing, small improvements, implemented like a bull dog, you can radically change the performance of your whole sales systems.

Unlike everyone else, I urge people to have the patience to do their research and competitive intelligence thoroughly and precisely, so they’ll have the RIGHT INPUTS for their tests, to maximize the probability of results.

But here’s something I haven’t talked much about, which I really should (but Howie beat me to the punch)…

“Testing Juice” is a limited resource. ¬†We only have so much traffic and money to pay for it, and every test we do eats some of it for a while. ¬† ¬†Accordingly, it’s vitally important to PRIORITIZE your tests correctly.

Howie Jacobson, author of Adwords for Dummies, has developed an excellent paradigm for doing just that. ¬†In this MP3 interview (and accompanying slides) you’ll hear him walk you through it.

Of course, I won’t hide the fact that this is also a blatant attempt to get you to attend Camp Checkmate via my affiliate link (which entitles you to the EARLY BIRD pricing if you order soon, even though the deadline’s passed). But as always, both Howie and I took extra special care to ensure the content itself should be immediately valuable to you.

Enjoy!

Dr. G ūüôā