Tag Archives: AdWords

Adwords Marketing Success – The Naked Truth

Listen, we’re all chasing the same dream … “escape the dollars for hours trap by moving some electrons around the internet using auto-piloted systems while our bankers scratch their butts and look at us curiously wondering  how it all works”

Am I right?

Now there are a lot of people out there telling you it’s easy.   In fact, some are telling you it’s VERY easy.

Which leads a lot of people to have broken hearts, shattered dreams, and to dig very large holes for themselves 🙁

And worse yet, it prevents people from following through with focus and determination … which in my estimation is the ONLY way to conquer a market (even WITH my particular skills, background, and research protocols)

Let me ask you this … HOW COULD IT POSSIBLY BE EASY?

According to the latest stats I’ve seen, 88% of searchers NEVER go beyond page one of the search results, and the vast, vast majority of those click on one of the first five links (both paid and organic).

Which means there’s room for only about 10 players in any given market.   Which means you’ve got to figure out how to be amongst the TOP TEN VENDORS IN THE WORLD for your market to get ANY significant traction.

So let me ask you, is there ANY other endeavor where people would so easily believe it is EASY to become one of the top ten in the world?

When you put it like that, all the internet hype kind of melts away, doesn’t it!

Now, before I leave you too depressed, the counter-claim to all this is that there are tens of thousands of markets … and the vast majority of marketers have NO idea how to …

– Focus on relationship building with prospects
– Do their research appropriately
– Understand the “keyword conversation” behind each search phrase
– Gather free competitive intelligence
– Fully optimize their sites for organic traffic
– Please the Adwords Quality Score Monster
– Use audio, video, and graphic design effectively
– Emotionally connect with their prospects and customers
– Relentlessly build value with back end products and continuity
– Test, track, and continually beat their conversion rate
– Write compelling copy
– Actually talk to their customers and prospects
– Estimate the necessary resources to deliver value better than
their competitors
– Determine which competitors to copy and which to avoid
– Identify market gaps, etc.

Which is WHY I say it IS entirely possible, but it takes SERIOUS focus and determination, usually over a period of at least 4 to 6 months for a new market, and sometimes more than a year if it’s very competitive.

POSSIBLE … 100% DOABLE … but NOT 100% DEFINITE or EASY.

My intention was to paint a picture of reality for you in hopes you’d be able to be kinder to yourself when assessing exactly how far you’ve come, what you know, what you don’t, and what lies ahead.

How’d I do?

Let me know,

Glenn 🙂

Adwords Consulting Auction Weirdness

OK, now I’ve seen everything.  Howie Jacobson, author of Adwords for Dummies is auctioning a pay per click consultation on ebay.  

But if you think about it, he’s got the value perception, now he’s adding scarcity and a deadline … I’m betting he drives his fees above his current rates this way, maybe it’s worth considering if you’re in a service business and you’ve got a list.

Anyway, this gives new meaning to the term “pay per click auction” 🙂

By the way, active Rocket Clicks clients  get MY personal consulting time at a discount.  (It’s still pretty high end, … but it becomes a LOT more manageable for many people this way who otherwise couldn’t afford it)

Multiple Adwords Emotions

One of the more intriguing questions on yesterday’s post about connecting the dots on emotional benefits in Adwords was “What if there are multiple emotional benefits connected to a particular feature?  How do you make sure you’re targeting the best one?”

Let me first  say this question is the one my million dollar protocol was designed to answer back in the days when I did Fortune 500 consulting.  Because it’s a HARD nut to crack, we had a sophisticated computer algorithm which made the connections via a series of picture sorts and statistics in the background.

Here’s the qualitative 80/20 answer in a nutshell though …

1) There ARE always multiple emotional benefits connected to a desired product  feature.  

 In this week’s posts, we’ve been talking about hiking boots.  We suggested that one of the desired features, the high-rise ankle protection was desirable because it allowed avid hikers to bound forth with CONFIDENCE, leaping from rock to rock, knowing the material was there to support and prevent twisting and straining injuries.

But confidence is also bound up with FEELING SAFE, … and taken together in the context of this market category CONFIDENCE AND SAFETY make it possible for the hiker to enjoy a SENSE OF ADVENTURE as they climb higher and higher.

So the high rise no-twist ankle “ladders up” to feelings of confidence, safety, and a sense of adventure.

Which feeling is best to focus on?

To answer that, you need to understand the RELATIVE STRENGTH of the connections. 

2) To get at the relative strength of the connection between a particular product feature (e.g. no twist high rise ankles on my hiking boots) and each of the multiple emotions the feature is connected to you can 

   a) run a million dollar research protocol — OR —

   b) survey and/or talk to a few dozen consumers using the laddering exercise from yesterday’s post to see how many of them make each connection.  (In other words, if you talk to 20 people and a dozen of them connect the feature with Sense of Adventure but only 6 ladder up to Feeling Safe, you can reasonably assume Sense of Adventure is the more powerful connection)

If these techniques intrigue you, I highly recommend signing up for Dr. Sharon Livingston’s emotional marketing newsletter and free 2 hour MP3

Emotional Adwords Principles – Summary

A CLOSER LOOK AT “EMOTIONAL ADVERTISING” IN ADWORDS
(A continuation from yesterday’s pay per click search marketing post!) 

There’s nothing more critical than understanding what REALLY drives the purchase of our product or service.   Most people believe in the power of emotion in ppc advertising, but the specific manner in which it yields its influence is always left vauge. 

*  “Customers buy for emotional reasons and then justify it with logic” … how true, … but wouldn’t it be more useful if you could SEE the SPECIFIC connection? …

* What you want to do is logically trace the pathway from a particularly desired feature (like the high ankle rise on my new hiking boots) which gives rise to a rational benefit (it protects me from twisting injuries while I’m hiking) … which ultimately leads to an emotional end benefit (I can enjoy feel a sense of adventure and freedom) … which makes me feel good about myself

* Feature (high rise ankle) –> rational benefit (protects from twisting) –> emotional benefit (sense of adventure and freedom) –> feels better about self

* Understood as such an emotional benefit is no longer a mystical concept.  It’s simply “something nice I feel about myself because I use your product or service”

* Because it also applies to CONSIDERING using your product or service … so in Adwords, an emotional benefit is “something nice I feel about myself because I click your ad” … (this all occurs below the level of consciousness)

With the exercise demonstrated in the FREE MP3, you’ll learn to trace EVERY feature to it’s logical connection with an EMOTIONAL PURCHASE MOTIVATION   

There’s also a VERY SPECIAL LIST OF 37 EMOTIONAL BENEFITS here:

* These emotional labels and accompanying single paragraph descriptors were derived via extensive quantitative research with thousands of consumers, a panel of psychologists,  and marketing consultants who specialized in assessing emotional purchase motivation.  Taken together, the list is probably the best representation of the full spectrum of human needs which can be met by purchasing a given product or service)

When you understand the LOGICAL CONNECTION between a given feature and the way that feature specifically supports the prospect’s self esteem, your attempts to weave emotion into your Adwords text are much more believable and effective and do NOT require hype or “emotional attitude”

The short story?

 

First, identify which features are desired in your market category.  You can do that by examining winning ads, or by more exhaustive competitive intelligence and survey research  (see the “after the click” formula at http://www.howtodoubleyourbusiness.com )

Next, decide whether you’re going to do this exercise …

A) Alone – in which case you’ll need to have a pretend conversation with yourself in a journal (perfectly acceptable …as long as you remember to suspend your quest for the ‘right answer’) … OR

B) With one colleague or friend – better … it’s easier to get clarity on the connections when you can get out of your own head … OR

C) With a group of customers or prospects in your market – best – you can invite them to a little teleseminar or webinar/chat to conduct the exercise

Now, for each desired feature (for example “high rise ankles”), gently but persistently keep asking …

– “What’s the benefit of _________ (FEATURE)”

– When you get the answer (for example “I like high rise ankles on my hiking boots because they help me avoid twisting injuries”) 

·          “And what’s the benefit of ____________  (REASON ABOVE)”

            And what’s the benefit of ____________  (REASON ABOVE)”

            And what’s the benefit of ____________  (REASON ABOVE)”

 … until the respondent says something like “it just makes me feel good about myself”

IMPORTANT NOTE: the answer just BEFORE them saying “it makes me feel good about myself” is the emotional end benefit. 

(Feeling good about oneself is perhaps the ultimate emotional benefit, but it in and of itself it provides no advertising direction)

Please listen to Sharon do the exercise in the FREE MP3  for an example

Bottom line is … first figure out what they want RATIONALLY … then talk to them using this special technique to link the benefit to one of the 37 emotional benefits here.

Emotional Adwords Marketing

Consider the emotional difference between these two Adwords ads and see if you can surmise the principles behind the better one … they are the principles which distinguish hype from real emotional impact:

Keyword = “Hiking Boots”

AD #1: HYPEY

Freedom Hiking Boots
The Ultimate Hiking Freedom!
True Soar Freedom Boots
TrueSoarHikingBoots.com

This ad attempts to communicate the emotional benefit of freedom and adventure, but comes across “hypey” because there’s no logical grounding to an actual feature or function that’s obviously connected to the emotions.

What makes these boots the “ultimate in hiking freedom”? Why should the user believe they’ll “truly soar”?

Because the author had to “scream” from shaky ground and the ad won’t be effective, because there’s no “reason to believe”. This is what happens when people try to “add a little emotional attitude” to their advertising copy without understanding how emotion is actually grounded in reason!

AD #2: Real Emotional Impact

High Rise Hiking Boots
Transcend Safely My Friend
w/ Guaranteed No-Twist Boots

NoTwistHikingBoots.com

This author understands the connection between a specifically desired feature of the product (high rise ankles), the rational benefit it “ladders up to” (protects from twisting), and the emotional end benefit of freedom and adventure (which the author cleverly combined into “transcendence” and gently inserted in a single word).

Because the emotional leverage is anchored in something solid the consumer can rationally connect to their desire, the ad is much more believable and should not only get a higher CTR, but attract a more motivated prospect with the right emotional expectations to buy.

I’ll summarize these principles for you tomorrow 🙂

Profit From Rising Adwords Costs?

SUMMARY: Most people view the rising costs of PPC advertising as an awful barrier.  But the truth is, the bar isn’t nearly as high as you think! 

– The rising costs of PPC make it hard for the riff raff to get into the game … so the marketers who remain expose boatloads of free competitive intelligence. 

– More importantly, once you’ve been around for a while you’ll realize that less than one in ten thousand PPC advertisers is using ALL 7 critical ppc methods below effectively, even though they’re incredibly simple to implement!  

 The 7 CRITICAL PPC METHODS ARE: continuous testing, conversion tracking, laser targetting by theme, landing page tests, market surveys, longer follow ups, and lifetime value building

While it’s true that only 3 to 5% of the players in Adwords are making significant money, this is incredibly misleading because

  • Probably less than half the advertisers on Google are organizing their keywords and advertising in a laser-targetted, hyper-relevant manner
  • Less than 25% split test the right way AND target their keyword groups well
  • Less than 13% split test, target AND match their landing pages appropriately
  • Less than 7% all of the above plus any kind of advanced testing
  • Less than 3% do all above plus set up some type of ongoing feedback loop to get closer to their market
  • Less than 1% do all above plus follow up relentlessly with excellent content
  • Less than ½ of 1% do all above plus use any kind of method for systematically analyzing the whole page of search results
  • Less than 1/10th  of 1% (about 1 person in 10,000) do all the above AND work to build lifetime value with their customers
  • And less than half of these people are making their split testing decisions using the right numbers!
  • Taken together, this means only about 1 out of 20,000 PPC advertisers are using this full set of simple skills.  

HERE’S WHAT YOU NEED TO DO:

SOLUTION 1: BE SMARTER

  • Split test better
  • Be more granular (break things up into smaller groups)
  • Deliver more specifically

SOLUTION 2: FOLLOW UP LONGER

Use the “Chinese Water Torture” follow up principle … drip on’m with valuable free content until they buy or die (then keep dripping with MORE valuable free content)

SOLUTION 3: BUILD LIFETIME VALUE

  • Cater to customers, not one time sales
  • Build continuity programs (vitamin examples)
  • Sell high end tickets  (Note: “events” sell for more than products)

SOLUTION 4: USE HUMAN LOGIC MORE THAN YOUR COMPETITORS

  • While everyone is trying to get computers to BE their business, you use computers to SUPERCHARGE your business instead.  Remember, the internet is just a vehicle to help you connect with more people in less time … but in the end, it’s still people connecting with people
  • PPC fuzzy logic systems are good for helping to expand your keyword targetteing, but ultimately you want to refine this and evolve your system to rely more on exact matches and specific site targets
  • Integrate TELEPHONE follow ups where appropriate.  This can multiply your conversion by TEN TIMES in many cases … listen to this FREE audio: http://www.internetstartupguys.com/Conversion.htm

SOLUTION 5:  GET MORE COMPETITIVE INTELLIGENCE

SOLUTION 6: THINK OF ADWORDS AS WHERE YOU START THE ENGINE AND GATHER INTELLIGENCE

  • Expand your Adwords campaigns to Yahoo and MSN
  • Then 2nd tier engines like Miva and Goclick
  • Look at other networks (like Adbrite)
  • Consider Ezine Advertising
  • Blogging and SEO
  • Go offline!
  • Classified Ads
  • Post Cards
  • Display ads
  • Val Packs, etc.

SOLUTION 7: STRIVE TO PAY MORE

  • Be able to outbid everyone in your market because of the economics of your business

If you do everything above, you should be able to turn visitors into dollars better than everyone else in your market.  Once you can do that, you can leverage the “Unlimited Traffic Technique”  (In a nutshell, if I can make $3 per visitor from a given keyword and you can only make $1, … I can offer you $1.50 for your visitors and there’s no reason for you to continue trying to service them ‘cause you’ll make more by sending them to me … all the traffic in your market can start to tilt in your favor)

Until tomorrow,

Dr. G 🙂


More Adwords Changes – I Love!

ANOTHER Adwords change … and I LOVE it!

Used to be searchers “voted” on your ad by CLICKING, and, as all adwords users are familiar with, the higher your click thru rate, the lower cost will your traffic be, and the better your quality scores.

But here’s the news.  Adwrods seems to be testing the possibility of letting people REMOVE UNWANTED ADS ONE BY ONE.  (A tiny “x” on each ad appears – not on all results pages yet – probably still in Beta)

This might scare you … but let’s think it through.

What will the impact be?

– Less clutter of searcher screens by unwanted ads
– Users will think of the Google ads as a “sorting and screening” space … finding what they want more quickly
– Ad feedback will accumulate more quickly, since searchers can now effectively vote BOTH thumbs up (click) or thumbs down (remove).

Highly relevant ads prone to garnering more clicks previously will now get EVEN BETTER click through (less competition), and will RISE UP THE RANKS FASTER.  Less relevant ads will be devoured faster too.

Bottom line?

Adwords just got even more Darwinian and evolution now happens in double time.

Dr. G 🙂

Beyond Peel and Stick – Adwords Success Factors

The vast majority of pay per click search marketers focus on TECHNIQUES like split testing, peel and stick, keyword research, and matching options.  Surprisingly Perry Marshall, author of  Entrepreneur’s “Ultimate Guide to Google Adwords” suggests that most beginners quickly master these Adwords fundamentals, yet are prone to ignore the REAL drivers of success.

Enjoy this 41 minute, in depth psychological interview with Perry where we discuss the true guts of Adwords marketing success:

Perry Marshall – Beyond Split Testing – Adwords Success Factors MP3

Hyper Responsive PPC Marketing Questions

Part One:

Part Two

The video on Hyper Responsive Pay Per Click Search Marketing generated a number of questions I’d like to address here in 3 broad categories:

FOCUS:  Should you focus on hyper-responsive searchers and customer to the exclusion of all others?

SAMPLING:  How do you go about defining your research populations in order to study hyper-responsive searchers and customers?

BACK ENDS:  Is it possible to take advantage of hyper-responsive ppc knowledge without a fully developed back end product/service system?

Let’s take these one at a time, starting with FOCUS.

First of all, my apologies if I led any of you to believe you should ONLY focus on hyper-responsive customers and actively repel all others.  A more accurate statement would be “Thoroughly understand and target the hyper-responsive ppc searcher AND seek to understand the process by which those who are less responsive can be nurtured to become hyper-responsive”.

Some of you were concerned that by focusing your efforts on less responsive consumers, you’d be seriously reducing profits.  Although it’s possible, in practice I’ve found this is unlikely to happen.

Here’s why.

The hyper-responsive searcher at one time WAS a less responsive searcher.  They evolved, through their experience and frustrations in your market, to know the market better than all the other consumers.  They’ve usually gone through the trials and tribulations of purchasing from your competitors, experienced benefits and problems with them, and can report back to you what would be better.

When you solve these problems (and learn to convey this in your marketing materials), you actually wind up attracting MORE of the less responsive customers.   You’ll get more thoroughly thought through arguments, more solid ideas for establishing real points of difference, and more convincing ways of distinguishing yourself to THE WHOLE MARKET.

As long as you DO research the process and history of their evolution into hyper-responsive ppc searchers and customers in your market.

Moving on to Sampling.

This is perhaps a more sophisticated concern, so please don’t worry if it doesn’t fully make sense to you yet.  But some people were concerned I was recommending ONLY sampling from hyper-responsive keywords and customers.

I ALWAYS recommend constructing your sample to mimic, to the greatest extent possible, the real-world marketing avenues available to you.  For PPC marketers this means sampling ALL the people coming through your PPC traffic streams.  Offline it means sampling ALL the people responding to display ads, classifieds, postcards, etc.

However, there are ways to identify, from within the people who respond to your ads regardless of source, WHO the most hyper-responsive people are and what they want.  You will also find that the PERCENTAGE of  hyper-responsive people differs from keyword to keyword, newspaper to newspaper, or direct mail list to direct mail list.

There are many ways to identify potentially hyper-responsive people, so for the sake of illustration, let’s just take ONE, which is the length of their response to a survey, or to an open ended question on your opt in form.

People responding to a survey are likely to leave longer answers if (a) they’re not finding answers and solutions to their needs elsewhere in the marketplace, (b) they’re passionately interested in the topic and hoping for a human, custom tailored response; (c) they’re itching for someone to listen to them talk about their experience in the market.

Long story short, one indication of hyper-responsivity is length of response to open ended questions, wherever you may have them in your process.

Now, if you track where people came from, and look at the PERCENTAGE of people who leave responses more than 100 characters in length, for example, you’ll find differing percentages from keyword group to keyword group, newspaper to newspaper, etc.

You do three things with this information.

First of all, you zero in on those responses and see if you can address them in your Adwords ads, your landing pages, and your sales funnels.

Second, you see if the hyper-responsive needs differ by traffic source (keyword group to keyword group, specific lists, display ads, etc)

Last, you examine the differing percentages of hyper-responsives (defined in this example as people who leave 100 characters or more in your open ended fields) ACROSS keyword groups.   Now you can put more emphasis on the keyword groups which have the most hyper-responsives by volume!  (Note: the best metric here is percentage hyper-responsive x group volume, since it takes both responsivity and “bang for the buck” volume into account)

Specific to pay per click search marketing, you can estimate your cost per hyper-responsive acquisition because you know (a) what your cost per click is; (b) what your opt in rate is; and (c) what percent of opt ins, on a given keyword group, meet your hyper-responsive criteria.  (Just do the math)

Now, there was ALSO a question about FINDING HYPER-RESPONSIVES IN YOUR EXISTING LISTS.   But the answer is essentially the same.   If you’ve got an existing list and you can continually go back to it, then you want to identify the hyper-responsive needs within it, and see what they can teach you about marketing to the whole list.

Of course you can’t link them directly to a keyword group (unless you saved that information when they came into your funnel … most people don’t, though it’s easy and valuable to do), but you CAN link them to something even more valuable … purchase data!  (Prospects vs. customers, dollar volume, recency of purchase, frequency of purchase, etc)

I’ll be posting a LOT more about research methods to leverage hyper-responsive ppc searchers later this month!

The last question has to do with BACK END MARKETING, … or how can you capitalize on knowledge of what hyper-responsives want if you don’t have a back end?  (Kind of a scary image, don’t you think?)  I’ve got a few answers:

  1. You can use the language and concerns of hyper-responsives to attempt to bump up your CTR in Adwords, drop your CPC and cost per conversion
  2. You can use the same language to pre-sell the hyper-responsives on your opt in process or your front end sales
  3. You can match hyper-responsive needs with pre-existing products and offers in your market on an affiliate or JV basis, using the language to pre-sell the prospects and customers
  4. You can use what you’ve learned to DEVELOP back end products which match their needs exactly, because ultimately (as Tyson Fitzgerald suggests), you’re going to need a set of back ends in order to fully capitalize on hyper-responsives as you attract more and more of them into your funnel.

Hope the video helps explain more … I WANT YOUR COMMENT AND QUESTIONS PLEASE!

MP3 here

Glenn 🙂

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