Tag Archives: hyper responsive

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 🙂

Pay Per Click Back End Products

There were several important comments on yesterday’s post .   I’d like to respond to one of them in particular:

Joey Atlas (a fellow PPC marketer I definite respect) asks:

“Would you say the marketer who has yet to finish/complete his product (name, logo, color scheme, etc…) and website is at an advantage, in terms of honing in on the hyper-responsive elements – as opposed to the marketer who already built the product, etc… – and can only consider the ‘hyper-responsive’ elements in sales copy, PPC ads, funnel, etc…??”

I’m going to re-phrase the question more generally in order to provide an answer helpful to every ppc advertiser  … “Is market intelligence more valuable before or after you’ve developed your product?  Is there a value to doing pay per click research, and in particular, research to identify the wants, needs, and concerns of hyper-responsive ppc visitors AFTER you’ve already developed your product and/or your business?”

The short answer is there are benefits on costs on both sides.  

If you haven’t chosen a market or developed adverising + products, I definitely recommend doing your research first.  There’s no point in playing “blind archery” when you can get an incredible amount of market intelligence and laser-guide your arrow to the mark.

The down side of gathering market intelligence from scratch, however, is the money and time required.  It gets easier and easier as the internet evolves (you can now legally steal your competitor’s hard work), … but it’s still very frustrating to entrepreneurs eager to jump in and get things moving.

On the other hand, EXISTING BUSINESSES stand to benefit tremendously from market intelligence, and it’s often much cheaper and quicker to gather.

For example, one of the absolute most powerful and leveraged things you can do (if you evaluate dollars and time invested vs. the return you get) is to survey you in-house lists … including BOTH existing customers and prospects, especially your opt in lists.

That’s because people who already have a relationship with you, and who are deriving value from it,  are usually VERY eager to give you feedback, and are pre-disposed to evolve into hyper-responsive customers if you tweak your systems to adjust more to their needs.  

It’s not uncommon to see 1,000 responses to a customer and prospect survey in 24 hours (make sure to track them separately … and include some data in the survey so you can determine who is who, and which customers have purchased more from you)

Furthermore, reaching existing customers and prospects to obtain the feedback is usually MUCH cheaper than reaching new prospects.

It’s true though, that it’s a downer to get feedback which makes you realize you need to redesign your sales systems, products, customer service, etc. But not knowing this information doesn’t make reality any different, it only makes you blind to it, and vulnerable to the marketer who figures it out.

Lest I seem to harsh, let me say I’ve made these mistakes in my own businesses, and have to deal with the consequences just like anyone else.  There are products I’ve already developed, and sales funnels with literally hundreds of autoresponder follow ups which need to be rethought and re-worked due to these new insights.

But I won’t shrink from the task.

I WILL prioritize the efforts and allocate resources accordingly.

Hope that makes sense … look forward to all your thoughts!

Dr. G 🙂

Hyper Responsive PPC Search Marketing

There are FIVE reasons pay per click search marketing is evolving to center on around the hyper-responsive PPC searcher:

1. The 80/20 rule means one out of 2,000 PPC visitors really matters online

2.  PPC searchers look for real points of difference, and the hyper-responsive ppc searcher knows this better than anyone

3. Hyper Responsive Pay per click visitors have huge BS detectors, so if you can satisfy them, you should satisfy your entire search market

4.  Hyper responsive ppc visitors are the best ones to give you the right pay per click BUYING LANGUAGE … the words you need to convince searchers to take out their credit cards and pay!

5. Hyper responsive marketers can help you estimate your ppc costs.

Watch this pay per click search marketing video to understand more!

Part 1:

To Lear More: Hyper Responsive Marketing Secrets

Part 2:

To Lear More: Hyper Responsive Marketing Secrets

Hyper Responsive Adwords Marketing

What’s wrong with this statement … “Help me flood my site with Traffic?”

You don’t want a flood of VISITORS, you want VISITORS WHO BUY … that’s what’s wrong with it.   (Most people learn the hard way)

Let’s look more closely.  I’m seeing an average conversion in client accounts these days from 0.75% to 1%.   The first implication of this is that only a small percentage of adwords visitors are responsible for their entire business.  

But when you look at distribution of income in your house list –(you DO analyze your internal customer list, right–   most marketers will find about 5% of CUSTOMERS responsible for 40% or more of their income.  

(The 80/20 rule says 80% of profits come from 20% of customers … if you apply it again to the top 20%, it says 4% of customers are responsible for 64% of profits.  On a practical level, however, I’ve observed more businesses in or around the 5% of customers = 40% of profits.

What does that mean?

Well, for starters, let’s translate so we can compare apples to apples and talk only about percent of VISITORS responsible for profits in your business.  (I’ll bet you’ve NEVER thought this thru!)

If 1% of VISITORS buy (being generous), and 5% of purchasers produce 40% of your profits, this means 1% x 5% = 0.05% of your VISITORS are responsible for 40% of your profits.

0.05% of your VISITORS = ALMOST HALF  your profit.

OR … it’s only ONE PAY PER CLICK VISITOR OUT OF 2,000 who really drives your business.  1 of 2,000 clicks!

This is radical for most adwords advertisers.

Virtually NO ONE understands this, and even fewer make concrete alterations in their ppc campaigns to go squarely after HYPER-RESPONSIVE customers.

And here’s the thing … hyper-responsive customers are almost always know what the rest of the market wants because they are, well… hyper responsive.   They spend a lot of time studying, searching, absorbing all they can about your market, trying to solve every last problem and get every last benefit they can from it.  

So when you sell to them, everything else falls in place.

Now, the obvious question is … how do you find them, and figure out what they want?

Stay tuned!  (I’ll give you a hint … they leave clues in surveys, they leave clues when you talk to them, they leave clues on your competitor’s site copy, they leave clues in your Adwords history, they leave clues in the blogosphere, they leave clues in offline media, they leave clues in the ppc keyword tools … they leave clues everwhere!)