Category Archives: Overture (yahoo search marketing)

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)

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

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 ūüôā

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

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 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! ūüėČ 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

PPC Volume and Cost Estimation for New Markets

I get a lot of questions regarding updates to the Volume Estimation techniques in my method for comparing and choosing new markets. ¬†Here’s a walk through of the EXACT and most up to date method I use for doing this!

For beginners, I recommend choosing markets where the calculation shown in the video is between 30,000 and 600,000.  PPC markets underneath this volume may not be worth the effort, and those above this volume may be too brutally competitive for a newbie to make their first dollar online!

Last, these pay per click search marketing techniques are ONLY intended for use in the How To Choose Your Market method, … I use other formulas and methods for other purposes. ¬†(If you own another product of mine and are estimating volume for other reasons, please follow the formulas therein).

Split Testing – Why You’re Doing It Wrong

WARNING: “99% of Adwords Advertisers Are
Making Split Testing Decisions Using The Wrong Numbers!”
(And if you make Adwords split testing decisions based on click through OR conversion alone, you’re definitely one of them)

You can pick up the spreadsheet here

Or there’s a FREE utility to fix the problem here