Category Archives: Campaigns

My Best Thinking on AdWords, SEO, and Competitive Intelligence

Below you’ll find a FREE MP3 of an intriguing 45 minute conversation I had with my Director of Copywriting and Director of Sales at Rocket Clicks.   (NOTE: The call has been slightly edited to remove the details of our clients and their sites)

We did NOT intend to distribute this conversation, so I apologize for the speakerphone, but I thought it represented a unique opportunity for you to be a fly on the wall to see:

A) How a high-level copywriter interviews “in the trenches” sales people to elicit the benefits and objections necessary to write A level copy

B) How my thinking has evolved into a more comprehensive, yet simpler system for building a solid internet marketing structure

The original purpose of the call was for Tony to get the material he needed to develop a consultation form like the one we’ve got here, but targeted at people who wanted more than PPC management… instead desiring a more comprehensive package including market research + site design/repositioning + PPC/SEO.

You see, it’s been several years since I originally innovated and presented the How To Double Your Business process, and I’ve moved WAY beyond the advanced survey methods I originally presented.  The way I approach markets presently is simultaneously  simpler and more powerful.

1) MAKING MORE MONEY WITH FEWER KEYWORDS

The most successful of the 100+ clients I personally audited at Rocket Clicks last year (especially those who seemed to survive the economic earthquake in the fall of 2008) were   focused on many, many fewer keywords, leading me to develop a set of algorithms for choosing the smallest number of keywords likely to make you the most money.

In fact, I now believe it’s ESSENTIAL  to have a well articulated rationale for choose ONE dead-center bulls-eye keyword for your business… the one you’d advertise on if Google restricted your account to only ONE adgroup with ONE broad match keyword in it.  (The “ultimate elevator speech”).

Considerations of relevancy, volume, and bid price are essential in making this choice.

And once you know your Bulls-Eye, I think it’s also essential to define a very small set of concentric circles around it … no more than six keyword groups.  And you’d better have a good written definition of the CONCEPTUAL BOUNDARIES OF YOUR KEYWORD SET, or else you’ll wind up wasting time, money, and diluting your conversions by aiming off your “keyword archery target”


2) GATHERING MORE FREE COMPETITIVE INTELLIGENCE THAN ANYONE IN YOUR MARKET

Once you know exactly where your keyword archery target starts and ends (and why!), I’ve innovated a NEW method for leveraging social media, competitive intelligence spy tools, and RSS fees to set up one systematic and comprehensive competitive intelligence dashboard…

Then identifying YOUR SINGLE MOST IMPORTANT COMPETITOR and totally reverse engineering their web testing diary.  (I’m not just talking about the stupid PPC spy tools … I’m NOT NOT NOT talking about figuring out what web changes they made which made them successful in the first place)

3) IDENTIFYING POINT OF DIFFERENCE BENEFITS WITH A NEW 80/20 VERSION OF MY SURVEY INTELLIGENCE PROCESS

On the foundation of a more clearly defined and simpler keywords set AND comprehensive competitive intelligence, we then utilize the survey process to find point of difference benefits for the market.

4) DESIGNING YOUR SITE, COPY, AND FOLLOW UPS TO BUILD ON ALL THIS UNIFIED INTELLIGENCE

With a clearly defined bulls-eye and keyword archery target, the knowledge of who’s winning the game on that target and why, the consumer language, emotional benefits, and point of difference benefits in hand, the process then proceeds to UNIFY ALL YOUR MARKETING COMMUNICATION AROUND A  SINGULAR, WELL RESEARCHED USP.

5) BUILDING OUT PPC AND SEO CAMPAIGNS FOR YOUR VERY FOCUSED TARGET:

SEO and PPC are expensive and time consuming.   The gorillas who survive are the ones who know exactly where to FOCUS their time and money.   The new Livingston Process ensures you eliminate waste and laser focus on a hyper-responsive message for the short set of keywords which define your business.

6) OPTIMIZE YOUR CONVERSION:  Multivariate and Taguchi testing are still VERY powerful tools (always will be).  But they’re only useful when you’ve got the RIGHT INPUT to test.   The new process above ensures you’ve always got a prioritized list of options for continually bringing your business to the next level.

Enjoy the FREE MP3 below please!  🙂

ACTION OPTIONS: Do all this yourself, hire us to do for you,  or have me coach you through it personally.


AdWords Broad Match Management Gold

Traditional management of keyword match types within Adwords has changed dramatically as the years have passed, in particular as Google seems to have expanded it’s definition of how broad “broad match” really is.

While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.

Most recently, the RocketClicks.com team (at the suggestion of Jered, who you’ll hear interviewed here) has innovated a broad match management technique which gives you the ability to more specifically manage this risk.

I have to admit, as common-sense and obvious as this one was, I didn’t think of it myself and heard no one else talking about it.

Enjoy this short but powerful interview 🙂

Leads and Orders Generated For You by PPC Management Experts

Adwords Bragging

Sorry … just had to brag for a moment. (This is a testimonial received for The Naked Truth About Internet Marketing)

Email From A Client Who Previously Heard Me Present Hyper-Responsive Adwords Methods

“Hi Glenn, I just picked up your Truth Profits program and I gotta tell you…I was blown away by the PPC section you included. Like a lot of internet marketers, I’ve lost my shirt (and close to my pants! 😉 in getting pay-per-click completely WRONG for so long. I’ve purchased several programs but all they seem to do is tell you Google’s “rules” or how to try to “game the system”.

The format that your team used with discussing PPC was like being a fly on the wall as real pro’s discuss what’s REALLY working in this area. It’s obvious that the other marketers you teamed up with were somewhat challenged at some point with PPC. They asked all the right questions (for beginners and pro’s)…and you gave some incredible answers in a real step-by-step format.

I listened to the recording 3 times in a row and found new tips each time. In fact, I listened to it while on the treadmill at my gym and had to keep jumping off to scribble down the thoughts and ideas as they came pouring into my head! (I think you’re personally responsible for about 750 calories I could have lost if I’d just been able to keep running! Won’t hold it against you!)

Anyway, just wanted to say that I’ve listened to many of your recordings in the past but this one is by FAR the best yet. This section alone was worth far more than the price I paid.

Thanks for the tips!”

Jeff Anderson Chicago, IL

10 Steps to Adwords Success

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

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

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

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

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

THE 10 THINGS THAT DISTINGUISH MONEY MAKERS FROM FLOUNDERERS IN ADWORDS

1) Money Makers Get At The Soul Of The Market

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

* Keyword Volume

* Cost per click

* Ad grouping

* Position on the page

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

* What does the market really want?

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

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

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

Understanding the different between want and need

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

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

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

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

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

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

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

* Move quality products that are useful to people

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

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

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

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

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

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

* Answer should be simple and clear

* Provides for a business model that is easy to follow

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

Ask the right questions about the big picture

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

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

* Is there a better way?

* Is this the best way?

Have I hit upon the core message for the market?

* Is this really going to resonate with my audience?

* Is this the silver bullet?

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

Benefits

* Think about what you are selling

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

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

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

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

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

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

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

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

* Opt in –> newsletter –> salesletter?

* Catalog?

* Ecommerce model?

8) Money Makers Know The Internet Is NOT Their Business

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

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

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

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

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

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

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

* Don’t ever underestimate the power of coherence

10) Money Makers Understand The Essence Of Adwords

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

What is a successful Adwords campaign?

* Person thinks to himself, “I want X”

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

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

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

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

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

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

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

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

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

— And —

PERRY & BRYAN’S GOOGLE ADWORDS PHONE SUPPORT GROUPS

Hyper Responsive Adwords Marketing

What’s wrong with this statement … “Help me flood my site with Traffic?”

You don’t want a flood of VISITORS, you want VISITORS WHO BUY … that’s what’s wrong with it.   (Most people learn the hard way)

Let’s look more closely.  I’m seeing an average conversion in client accounts these days from 0.75% to 1%.   The first implication of this is that only a small percentage of adwords visitors are responsible for their entire business.  

But when you look at distribution of income in your house list –(you DO analyze your internal customer list, right–   most marketers will find about 5% of CUSTOMERS responsible for 40% or more of their income.  

(The 80/20 rule says 80% of profits come from 20% of customers … if you apply it again to the top 20%, it says 4% of customers are responsible for 64% of profits.  On a practical level, however, I’ve observed more businesses in or around the 5% of customers = 40% of profits.

What does that mean?

Well, for starters, let’s translate so we can compare apples to apples and talk only about percent of VISITORS responsible for profits in your business.  (I’ll bet you’ve NEVER thought this thru!)

If 1% of VISITORS buy (being generous), and 5% of purchasers produce 40% of your profits, this means 1% x 5% = 0.05% of your VISITORS are responsible for 40% of your profits.

0.05% of your VISITORS = ALMOST HALF  your profit.

OR … it’s only ONE PAY PER CLICK VISITOR OUT OF 2,000 who really drives your business.  1 of 2,000 clicks!

This is radical for most adwords advertisers.

Virtually NO ONE understands this, and even fewer make concrete alterations in their ppc campaigns to go squarely after HYPER-RESPONSIVE customers.

And here’s the thing … hyper-responsive customers are almost always know what the rest of the market wants because they are, well… hyper responsive.   They spend a lot of time studying, searching, absorbing all they can about your market, trying to solve every last problem and get every last benefit they can from it.  

So when you sell to them, everything else falls in place.

Now, the obvious question is … how do you find them, and figure out what they want?

Stay tuned!  (I’ll give you a hint … they leave clues in surveys, they leave clues when you talk to them, they leave clues on your competitor’s site copy, they leave clues in your Adwords history, they leave clues in the blogosphere, they leave clues in offline media, they leave clues in the ppc keyword tools … they leave clues everwhere!)