Tag Archives: AdWords

Perry Marshall’s Right Hand Man on Emotional Marketing

Bryan Todd is the co-author of “Ultimate Guide to Google AdWords” and Perry Marshall’s right hand man. (Perry’s humbly noted in the past that Bryan just might know a little more than he does about AdWords)

In this intriguing 23 minute discussion, my wife (Dr. Sharon Livingston), talks with Bryan about the more emotional side of advertising, including techniques for isolating the emotional benefits and “personas” driving click through and sales in an AdWords market.

Enjoy!

PS – You might also want to download my previous interview with Bryan, … a summary of the 10 fundamental differences between adwords money makers and those who continually struggle Bryan Todd Previous AdWords Interview

Your AdWords Punch – Should You Hold Back?

Part of the art of marketing is knowing exactly how hard to push your message, how much to promise, how much to hold back. For example, I just typed in “weight loss” in Google, and here’s the top ad:

Now, on first glance it strikes me as being right on the outter edge of believability.

When I reflect upon it seriously, I doubt it’s actually possible to lose ten pounds a week… EASILY and consistently. (Maybe you could do it the first week… or if you weighed 500 pounds when you started and walked 10 miles a day while only eating dirt and rocks, etc)

I’ll bet you anything these guys are “punching too hard” to build a loyal customer base, though they may be very profitable on the front end transactions.

On the other hand, a little further down the page was this ad:

I know for a fact the Medifast people–and their affiliates–build their profits on a continuity model (I once tracked the weight loss and meal replacement category for about 6 weeks) … look at the level of “just right punch” which is winning the long term customers.

Last, here’s one from page FOUR of the sponsored ads which is clearly not punching hard enough at all, in my humble opinion:

To drive home the point, here’s a VERY emotional, visual demonstration (pretty much everything my wife does is VERY emotional!) of the need to find just the right level of “punch” for your marketing campaigns … it’s only 2 and a half minutes, and I guarantee you’ll never forget it:

PS – To determine the right copy for all your Adwords markets, please use the hyper responsive marketing club!

Content Network Display Ad Cheat Sheet

Display advertising is probably the most underutilized opportunity on the content network. One excellent scenario for leveraging this is when you’ve got a successful text ad already running on the content network. To learn how to leverage this in your AdWords account, please right click and download the MP3 and cheat sheet below.

Display Ad Cheat Sheet

Content Network Display Ads (Free MP3)

Glenn 🙂

PS – If you’d like a consultation with a Content Network specialist, please visit www.PayPerClickMuscle.com and request this in the form when you fill it out.

PPS – Other Adwords CHEAT SHEETS, VIDEOS and MP3s you should listen to if you haven’t already include:

Emotional Marketing Cheat Sheet (RIGHT click and download the free pdf)

The Content Network Curse and the Ultimate Adwords Account Structure (Maximum Results in Minimum Time) (LEFT click this then download MP3s on our Rocket Clicks blog please)

AdWords Content Network Themes – Maximizing Results in Minimum Time (VIDEO)

AdWords Broad Match Management Gold (Left click this one please, then download mp3 on subsequent page)

Last … I hope you’re already a member of my Hyper Responsive AdWords Marketing Club?

AdWords Lobotomy

During the period of chaos when old models of the world recede, there’s always a feeding frenzy of profiteers and fame seekers who use the opportunity to “confuse and conquer”.

Take mental health, for example, in the mid 1930’s. This was a time when superstition and witchery had been debunked as the cause of mental illness, but real treatments for obsessions, schizophrenia, and other more serious psychological problems weren’t yet available.

Enter one enterprising medical researcher from the University of Lisbon, Antonio Egaz Moniz, who, coincidentally, was one of the signers of the Treaty of Versailles (the treaty which ended the First World War). He used his power and prestige during this confusing time to convince his colleagues to try an intriguing new technique …

If you had a patient who remained psychotic (or just unruly) despite other forms of treatment, why not just drill 2 small holes in their forehead and cut the connection between the prefrontal cortex and the rest of the brain. Snip snip, chop chop, and you’re all set, right?

Later, a nice doctor by the name of Walter Freeman “improved” the technique by eliminating the need for such extensive surgery. He figured out you could accomplish the same thing with an ice pick inserted above each eye, using only local anesthetic.

Dr. Moniz was eventually paralyzed when one of his former patients shot him in the back, but not before he won the Nobel prize, and introduced a barbaric technique inflicted upon literally thousands of patients.

How did this happen?

Chaos + Confusion –> Blind Obedience to Authority with a System

Could it happen again? You betcha.

As Web 2.0 takes hold in full force, you’ll hear dozens, if not hundreds of authorities present new marketing systems and business models. Most people will scramble from one to the next, like sheep wondering which herd they should join.

I’d rather be confused than misled.

Here’s the truth.

No one knows what business model works in the Web 2.0 world yet. The jury is out.

Really … no one knows.

It’s pretty clear that blogging software is the dominant content management system, and that when done well, they provide conversion enhancement. I’ve also seen value in monitoring Twitter feeds for keywords of interest … it’s a free way to immerse yourself in the natural conversation in your market.

But I’ve seen others who stick to the old model 100% and do very well. (Except for thin sites trying to make it in AdWords … Google just doesn’t seem to go for this anymore)

And yes, AdWords is changing their interface and constantly upgrading their Quality Score algorithms. But the principles behind successful AdWords marketing … relevance, tight campaign structure, and more relevance, relevance, and relevance followed through in the entirety of your sales funnel remains entirely the same.

No one fricking knows.

Can we all just agree it’s going to take a few years before we really know what’s best in the modern internet marketing environment?

Or are we going to allow some authority to convince us we need an AdWords Lobotomy?

Something to think about,

Dr. G 🙂

AdWords Broad Match Management Gold

Traditional management of keyword match types within Adwords has changed dramatically as the years have passed, in particular as Google seems to have expanded it’s definition of how broad “broad match” really is.

While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.

Most recently, the RocketClicks.com team (at the suggestion of Jered, who you’ll hear interviewed here) has innovated a broad match management technique which gives you the ability to more specifically manage this risk.

I have to admit, as common-sense and obvious as this one was, I didn’t think of it myself and heard no one else talking about it.

Enjoy this short but powerful interview 🙂

Leads and Orders Generated For You by PPC Management Experts

AdWords Content Network Themes – Maximizing Results in Minimum Time

The Content Network is perhaps the world’s biggest advertising opportunity AND simultanously the most difficult to use because targeting is done by THEMES, not keywords. Here’s the EASIEST way to ‘get’ content network themes and develop your adgroups with little effort!

Leads and Orders Generated For You by PPC Management Experts

Hyper-Responsive AdWords Marketing

A very small percent of your customers are responsible for a large percent of AdWords profits in most businesses. These are ‘Hyper-Responsive’ AdWords because they buy everything you’ve got, beg for more, and tell all their friends.

It’s entirely possible to engineer your AdWords campaigns to more specifically attract Hyper-Responsive buyers. It’s also possible to design your landing pages, prodcuts, and in fact your entire sales funnels to convert and upsell them more quickly.

Some people object “won’t you be minimizing volume if you focus on Hyper-Responsive customers since they’re such a small percent of your market?”

But practical experience suggests this fear is unfounded, because Hyper-Responsive customers seem to “lead the market”. They know all the frustrations, concerns, and benefits available, so when you optimize your system for them, you not only expand THEIR spending, but you become more attractive to ALL your prospects and customers.

In the 33 minute interview below you’ll hear specific examples to illustrate how YOU can start using Hyper-Responsive principles in all your AdWords marketing. (For more in-depth step by step instruction, please see the hyper-responsive marketing club)

AdWords Marketing Updates

I’ve got a few important updates for you.

First, we’ve compiled an Emotional Marketing Cheat Sheet which I know you’ll find useful. Getting the emotion right is especially important in small advertising space like AdWords and classified ads. This free cheat sheet has a specific example, but more importantly now contains a printable form of the special 37 Emotions Linked to Purchase Behavior. (Keep’m by your side when you write your AdWords ads!)

I’ve also re-posted the old Self Esteem and Purchase Behavior MP3s below, (now edited into one convenient file. And there’s a transcript here

Last, I wanted to let you know about the NEW affiliate program, where you can make thousands of dollars in passive, residual income on a single referral to our online advertising services. Click the link for details… you’ll be glad you did.

Market Intelligence vs. Keyword Intelligence – The Critical Difference

Today I want to be sure you understand the distinction between keyword intelligence and market intelligence, because it’s an essential part of developing your hyper-responsive marketing message. (Listen to the free MP3 – Keyword vs. Market Intelligence)

NOTE: If you’ve heard the audio “4 Ways to Corner Your Market” before, you’ll find it included in this one, but with an important perspective changing introduction (just in the interest of full disclosure)

You see, my opinion is that the proliferation of keyword tools on the internet today is actually making it more difficult for most marketers to connect with their prospects and customers. Don’t get me wrong, I think it’s great that you can find out search volume, bid pricing, competition levels, and which keywords relate to which other keywords, etc. But these are only things COMPUTERS can tell you.

But what’s missing from them is the single most important thing in marketing … an understanding of the HUMAN NEEDS behind those keywords. Because you see, people hate to search. What they really want to do is solve. And what they REALLY want is for a loving person (like you) to solve it for them.

For example, suppose I’ve got a splitting migraine today after having had a fight with uncle. I haven’t seen my puppies all day long, and I wish I could just run around with them, but all I want to do is go hide in a dark closet, put pillows over my head and shut out the world until it goes away.

What I really want is someone to empathize with me, to tell me something I don’t know already about how to get rid of my migraine quickly, so I can enjoy my puppies for some refreshing renewal before I’ve got to start the whole work routine over again tomorrow.

Now, if you KNEW this about me as a migraine supplement marketer, (and you really DID have something which could help me), you’d know exactly how to design your landing page, what images to use, what stories to tell, what kind of language might be most appealing to me. In fact, if you knew this, you’d be able to write a killer AdWords ad, … I’d venture to say a better one than anyone else in the market. (And I’d be right!)

This is MARKET INTELLIGENCE, and it’s something you’ll NEVER get from a keyword tool, no matter how much you pay per month or how many hours you spend mining it. Write this on your forehead so you’ll see it in the mirror every day “Search engines don’t know what people are feeling”, and keyword intelligence tells you nothing about the “conversation in people’s heads”.

It’s MARKET INTELLIGENCE which drives hyper-responsive marketing, and it’s market intelligence which will help you cut through the clutter and eliminate the overwhelm you’re feeling about your online marketing efforts.

Because UNDERSTANDING what your market wants on just a very few keywords BETTER THAN ALL YOUR COMPETITORS is infinitely more valuable than knowing thousands of keywords and seo traffic tricks. It’s also infinitely more stable.

And it leads you to a deeper, more heartfelt connection with your customer, and a feeling that what you’re doing in the world is actually making a difference while you’re making a (rather nice) living.

Isn’t that what you want?

Now … back to my puppies! 🙂

PS – I don’t get migraines anymore, that was just for illustration, but I DO have two absolutely wonderful puppies who make my day, every day, by doing something fabulously silly, giving me a special look, or just cuddling up to me when I need it most.
Zachary

Stewie

Are you wasting too much time in AdWords?

Search Partner Network Mysteries Revealed

The AdWords Search Partner Network has been somewhat of a mystery to the owners of most AdWords accounts I’ve audited this year.

It’s been conventional wisdom that it’s worth separating Search Partners from Google (and separating both from Content/Adsense) … but as a matter of practice we find probably less than 5% of accounts are ever structured this way. (It’s a shame because you can usually find 10% to 20% savings)

Recently, Google’s evolution of the Search Partner network to include shopping feeds, and newer large properties has changed the game. Furthermore, it appears their fuzzy logic algorithms are sometimes causing some “bleed” between networks when one uses the standard separation method (setting one campaign to “Google” only, and another duplicate as “Google + Search”, … but bidding one penny lower on Search).

One very astute listener to our recent free MP3 “Maximum AdWords Results in Minimum Time” suggested to me that the concept of separating the two networks AT ALL was “out of date” due to the “bleed” between campaigns. This concerned me, because it contrasted with the continued advice I’d been giving to make the separation.

So I put the RocketClicks.com team to the task of digging deep into dozens of reports to find out the answer.

If you want to know, you’ll just have to listen, and you might find a half dozen or so other “Mysteries of the Search Partner Network Revealed”. (Rob, the low-key but brilliant gentleman interviewed, heads up our entire PPC management department)