Category Archives: Search Engine 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)

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

Bing Quality Score Best Practices

Hey, guess what PPC fans?

Now there’s TWO quality scores to contend with… oh joy oh joy!!!

Even better, there are NEW CHANGES to MSN’s quality score which are about to rock your world.

Never fear, Nicole Mennicke from Rocket Clicks to the rescue.

Below you’ll find a SHORT MP3 and MSN Quality Score Cheat Sheet .

(Don’t ever say I didn’t give you nothin’)

Dr. G ūüôā

RocketClicks PPC Management |  Do It Yourself |  Coaching | Total Conversion Code | Choosing Profitable Markets

How to Get QUALITY Back Links

The rules of SEO are changing. ¬†Google’s getting better and better at recognizing high quality back links, and discounting the links you can buy in volume. ¬† In this straight forward interview, Nick Schurk of Rocket Clicks shows you how to get HIGH QUALITY Back Links for both SEO and real prospect click through.

Enjoy!

PS – Cheat sheet here

Hal Varian – Quality Score and The Google Ad Auction

Hal Varian is the chief economist at Google, and certainly one of the main forces behind the economics of the Adwords Auction AND Quality Score. ¬† Google’s had this video available for over a year now, but NOT ONE PERSON I’ve spoken with about their Quality Score concerns had watched it. (Thanks to Rob Sieracki, Chief Operating Officer at RocketClicks.com for pointing this out to me)

In any case, it’s definitely THE starting point for understanding the components of Quality Score, especially the key role Click Through Rates play, and the VERY specific economic impact Quality Score has on bid price. ¬†It’s something which EVERY AdWords advertiser should watch. ¬†(Especially since it’s under 10 minutes!)

In my humble opinion, Quality Score is all about “Getting them there and keeping them there with relevant content”… which means (mathematically) a high Click Through Rate, a Long Time Spent on the Site, and a Low Bounce Rate. ¬†What that means in Plain English, however, is that you simply have to know what your best prospects want, on an adgroup by adgroup level, if not down to the keyword. ¬†What’s the best way to do that? ¬†Join the hyper-responsive marketing club of course!

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 ūüôā

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

MP3: Insights for Search – Practical Uses

You’ll be Genuinely surprised at all the practical, immediately useful applications Rob Sieracki’s got for you using this underutilized and undervalued Google tool!

Enjoy ūüôā

Rocket Clicks |    Beat the $20/mo Glenn Club Price Increase (2/26/10) |  Coaching Priority List

Enough with the SEO Voodoo Already

Are you totally sick of not understanding all the SEO mumbo jumbo out there?

Me too.

And I’m convinced it’s just another instance of ¬†“confuse and conquer”.

That’s why I asked Ty Price, Director of Ecommerce at RocketClicks.com (and now also a partner in the business)… to spell out in Plain English exactly what’s involved in getting free traffic, especially for PPC based websites.

Ty’s kind of like a “Buddha” around the office. ¬†He has an uncanny knack for remaining calm in the face of any “urgent” business situation, ¬†and a particularly friendly and easy way of simplifying supposedly complex issues.

So enough with all the SEO Voodoo already. ¬†It’s not so complicated… listen to this FREE MP3 and you’ll be able to explain it to your 7 year old.

Enjoy,

Dr. G ūüôā

PS – If you’d like a consultation about SEO for your business, please contact Rocket Clicks below.

Rocket Clicks |    Beat the $20/mo Glenn Club Price Increase (2/26/10) |   Coaching Priority List