Category Archives: Campaigns

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 🙂

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 🙂

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)

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 🙂

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 🙂

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 🙂

Content Network Negatives and Risk Management

According to Jered “The Content Network Exorcist” Klima (who has managed hundreds of thousands of dollars per month), there are nuances of negative site usage and risk management on the Content Network which elude virtually all AdWords users…

Things which Google themselves point out in the depth of their documentation…

Which have dramatic implications for how you manage the content network… it’s a real paradigm shift.  Without question, it’s the most valuable thing I’ve learned about Adwords this year, and it’ll only take you 15 minutes to go through.

Highly Recommended,

Glenn 🙂

Rocket Clicks PPC Management |    Beat the $20/mo Price Increase (2/26/10)

PS – The thematic shift Jered presents is entirely consistent with the focus of my hyper-responsive club.  Essentially, you need to start thinking THEMATICALLY, which requires you to more tightly define what your entire site is about than ever before.  In fact, one way of understanding Quality Score is a recognition that if you don’t take the time to clearly outline your exact place in the world of keyword conversations, Google will define it for you!

I’ve thought long and hard about the best way to define your space, then conquer it with focus and determination in Google (both Search and Content) and beyond.   This is NOT  a technique or a fad, but a set of principles you implement with a step by step over-my-shoulder system.

I’m implementing one last price raise jumping to $97.   So if you’ve been on the fence following me, consider this your limited opportunity to LOCK IN YOUR RATES FOREVER.  (Note: I never raise rates on active members ) Beat the Price Increase

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 🙂

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)

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 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