Tag Archives: Market Research

Pay Per Click Market Research

What can pay per click market research do for you?

Ppc research can identify upside potential (and downside risk) so you can decide whether it’s worth going forward.  It can also capture consumer language (which you can echo back to improve sales conversions), and identify segments and sub segments and niches within your market who you can laser target to multiply your results.

But even more importantly, ppc market research TEST the responsiveness of the market BEFORE you develop a product, or spend a fortune in money and time:

  • Is there really a need in the market for your product or service?
  • Where are the market gaps?
  • What might it cost you per lead and per sale to enter the market?


When you run traffic directly from pay per click to a survey in preparation for developing a newsletter capture page:

  • You’ll often find that approximately twice as many people (on a percentage basis) will sign up for the newsletter as were willing to take the survey
  • Since you’re paying PER CLICK, you already know your COST PER SURVEY
  • You can then ESTIMATE YOUR COST PER LEAD by simply multiplying by two (note: legally, I can’t guarantee this cost for you, I can only report my experience)
  • On average, if I plan to sell something similar to what my competitors are selling on the front end, I find approximately 1 out of 10 newsletter subscribers will purchase
  • So I can multiply my cost per lead x 10 to get an ESTIMATED COST PER SALE (note: legally, I can’t guarantee this cost for you, I can only report my experience)
  • This model is especially powerful when you track survey response on a keyword by keyword basis because you wind up with a BUYING HEAT MAP of the whole vocabulary of your market
  • Determine if there is viable pathway into the market on a keyword by keyword basis
  • Pause or kill any keywords which look “red” and only roll into the market on the “in the black” estimates

There’s much more info on the free ppc research mp3 – how to use surveys to identify true point of difference benefits so you’ll stand out from the competition, etc

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).

Simpler PPC Marketing?

David made an interesting comment on my post about hyper-responsive pay per click marketing yesterday:
Isn’t the *Hyper-Responsive Consumer* that you are describing the most informed buyer in our market? We could call him our most educated buyer couldn’t we?

So how about this approach to what you are saying in 2 videos: ‘The way to increase your entire campaign performance is to design your marketing around the buying triggers of the smartest buyers.”

Identifying and exploiting buyer’s emotions or reasons are SIMPLE marketing fundamentals. So why the convoluted explanation of smart buyers?’
So here’s the reason.

I’m not just talking about the smartest buyers in your market. In fact, often the smartest buyers are the least responsive, most price sensitive, and hardest to deal with.

I’m talking about a very specific type of customer who is UNDYINGLY PASSIONATE about the products in your market, who’s CONSUMPTION APPETITE FAR EXCEEDS YOUR ABILITY TO PRODUCE, and who is emotionally invested in the solutions your market has to offer as an essential part of their sense of self.

So while all hyper-responsive customers may be smart shoppers, all smart shoppers are definitely NOT hyper-responsive customers.

In fairness to David, I haven’t had time to illustrate how to identify these customers yet, nor have I shown you specific examples of how they behave in surveys, blogs, discussion forums, purchase records, etc … so I understand the confusion.

There’s MUCH more to come!

Advertising and Marketing (Sharon)

Let’s take a break from pay per click search marketing today to watch my Wife’s video all about her experience as a focus group moderator working with large brands, and the trials and tribulations they go through. (The one lesson I take away from this regarding PPC marketing is how important it is to avoid accepting that “wall of diminishing returns” we all hit when split testing adwords ads, trying to improve our landing pages, conversion rates, etc. She frequently hits this with large advertising campaigns and it’s the companies with the courage to go back to the drawing board and leverage what they’ve learned so far who eventually break through)