Category Archives: Split Testing

Testing Email Sequence Order (Cheat Sheet)

If you’ve ever run an analysis of WHEN your customers buy from your email follow ups, most marketers will find a highly disproportionate number of buyers in the early weeks (even the early DAYS) immediately after signing up.  As Gary Halbert says “You’ve got to get them when they’re in heat!”

Yet despite this very clear and convincing skew, almost NO ONE goes to the trouble of testing the ORDER of their follow up sequence.  That’s a BIG MISTAKE because, if email #12 happens to be your strongest pulling follow up, there’s a damn good chance you’ll snag more buyers by moving it closer to the sign up date when a greater proportion of your list is “in heat”…

Moreover, sometimes a particular email does a better job immediately after another email, and, conversely, there are certain messages which will actually decrease the efficacy of their followers.  The bottom line is, there’s usually money on the table for marketers willing to go through the time and effort to optimize the ORDER of their email sequence.

Logistically, this can be difficult, in fact, I’ve found only one or two other people who’ve ever run these kinds of email sequencing tests.  To try and ease the burden, I’ve prepared a simple cheat sheet which outlines exactly how to do this using aweber, step by step.  (Instructions are logically translatable to ANY autoresponder system)

Last, in case you don’t know it yet, I’ll be opening my business coaching practice for the first time in three years (and quite possibly for the last time ever) on January 1st, 2016.  Read the letter and get on the priority notifications list if you’re at all interested please since the spots will go quickly!

Upwards and Onwards!

Dr. G 🙂


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

Some PPC Answers to How Many Conversions

There were a number of questions and comments on yesterday’s post “conversion testing – how many actions?” and I wish I could respond to all of them.  

Instead, I want to offer a practical alternative which plenty of people will take issue with, but I think it’s an important insight to put this all in perspective.

You see,  in the early phase of a campaign, I certainly don’t wait for 100 actions.  I rarely even wait for 30.   Instead, (and this is only possible because I’m always involved in researching the market above and beyond adwords), if I see an ad pulling ahead THAT MAKES SENSE IN THE CONTEXT OF MY UNDERSTANDING OF THE MARKET … I’ll just go for it after 10 or 12 clicks.  (There, I said it and lightening didn’t strike!)

This is INCREDIBLY RISKY from a purely statistical perspective, yet on a day to day basis I can get traffic flowing in a new market MUCH quicker than waiting for a 95% confidence level (e.g. 100 actions, or even 30).  Moreover, my understanding of the market moves forward fast.

Do I accidentally delete winners when I do this?  Yes, absolutely, positively, and definitely.  (So use at your own risk)

But the time and money spent on the experiment is downgraded and I can move at the speed of the market.   You see, the time and money you allocate to a test are ALSO a risk… leaving a test up too long has it’s costs too.

I start paying careful attention to statistical probabilities AFTER I’ve got something worth protecting (a “control worth beating”).   The more it’s worth, the more successful history the ad has, the more protective I am, and the higher level of statistical confidence (or greater number of actions) I’ll require.

So my personal interpretation of Google’s recommended 100 actions is that WHEN YOU’VE GOT A CONTROL WORTH PROTECTING, what we previously thought was enough actions really isn’t, given the “noise” on the internet.  (“Noise” = number of advertisers coming in and out of the market, changes in the economic news which are instantly available online, varying ad position and impression levels, changes in the organic rankings, public events, … even such things as internet worms and viruses which affect browsing behavior)

Bottom line?

When you’ve got something already making money, it might pay to wait longer than we’ve all traditionally thought.  How much longer?   Probably twice as long as you think.

But ultimately it depends upon how much you’re making, how much you already know about your market, and how big a bridge you’d jump off if you accidentally killed the winning ad 🙂

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

Adwords Success Factors

If you haven’t done so already, please download the FREE PPC MP3 with Bryan Todd, co-author of the Ultimate Guide to Google Adwords here:

FREE MP3: Fundamental Adwords Assumptions Most Get Wrong,
Even, (And Perhaps Especially) After Years Of PPC Experience:

Bryan is the co-author of the “Definitive Guide to Google Adwords” and, by Perry Marshall’s own admission, he’s “a little better” at the ppc game than Perry himself.

The interview is particularly important for people who are trying to make it in Adwords, because it’s very easy to make FAULTY
ASSUMPTIONS, especially in competitive markets.

Download or Listen to the FREE Bryan Todd MP3 here:
Pay Per Click Success MP3

Bryan’s looked carefully at literally hundreds of student’s Adwords accounts during his years as a consultant, coach, and right hand man to Perry Marshall, …

So the question I asked Bryan, over and over in many different ways during the interview was … “What REALLY distinguishes people who
‘make it’ in PPC vs. people who flop and flounder”

His answer really surprised me because it had NOTHING to do with any technical skills or marketing genius.

In fact, Bryan said that the majority of people he coaches have very little trouble ‘getting’ the basic technical aspects right.

Download or Listen to the FREE Bryan Tood MP3 here:
Adwords Success MP3

Instead, he said what really distinguishes people who win the Google game is their ability to seriously question 10 fundamental assumptions most people make about their market … things most people never think to ask themselves.

I have to tell you that the interview was so powerful for me personally (even after 5 years of running ultra successful campaigns), that I pushed out the launch date for this very project (the one you’re reading right now) while I asked myself these very
same questions.

Anyway, … get this one now and have a listen while you’re feeling open minded about it.

I think it’ll be PARTICULARLY important for you. (Even if you’ve heard some of these things before)

FREE MP3: Fundamental Adwords Assumptions Most Get Wrong

All my best,

Glenn 🙂

Advanced Pay Per Click Testing

“Scientifically Improve Your Clicks, Sales, And Profits Hundreds Of Times Faster by Testing More Than One Thing At A Time!”

Part 1 – The Limits of Traditional Split Testing

Part 2 – The Taguchi Miracle

This post is continued with Advanced Adwords Conversion

more split testing magic

Earlier today I introduced you to … the free utility which does the math to help you stop choosing the WRONG ads in your adwords split tests and helps you choose the one which makes you the most money PER IMPRESSION.

I wanted to explain in more detail.  Here’s the thing:

Google has everybody focused on Click Through Rate (CTR).    You can also see conversion … for example, when split testing two ads, you can see which one gets a better CTR, and which one gets a better conversion rate
But CTR + CONVERSION individually don’t give you the right information to make your critical split testing decisions.

You might be surprised to note that Google isn’t really pricing their traffic according to Click Through Rates, even though that’s how you pay for it**
All they have to SELL you is SPACE (impressions) … so they’re doing the math behind the scenes to figure out how much money they make PER IMPRESSION

Doesn’t it make sense to you that if that’s how Google is selling you the ad space (according to how much they’ll make per impression), that’s the same number you should be looking at?

Sorry if I confused anyone earlier … this is what I was getting at.

** Note: no one really knows exactly how Google prices their traffic.  This is a (strongly) educated guess based upon information available in their learning center and I’m only representing it as my personal opinion.  (So Larry, Sergey, please don’t send your “Uncle Charlie” to my house OK?)

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