Posts

Pay to Play: Common sense tips to help you improve your Google Adwords Quality Score

One of the most frustrating aspects for novice pay-per-click (PPC) marketers is the so-called ad quality score—a method search engines use to measure the relevancy of an ad for a particular keyword. The ad quality score affects the minimum bid price, position and display eligibility. Poor ads cost a lot more and are less likely to be displayed than highly relevant ones, giving advertisers a strong incentive to manage their ads responsibly.

Unfortunately, the exact way search engines measure this score has remained a secret. But a few months ago, Bill identified a set of patents that give us a detailed look under the hood at how these numbers might be computed. Read more

An Open Invitation: Conversions don't start on the landing page

invitation.jpgSome old friends found my blog and asked me a few novice questions personally. I realized that I have not talked much about traffic monetization strategies. There are excellent blogs out there that give solid advice on how to make money online. As has been my practice so far, I will not water what is already wet, but this is a topic that needs some attention. 

There is one fundamental thing I want my readers to understand. While there are many (often conflicting) opinions out there on the Web about making money—about what works and what won’t, what sells and what doesn't, which merchants or traffic sources are better—the only way to know for sure is to test it yourself.  

This has always been my way of doing things. Any new idea that comes to mind or that I learn from someone else, as long as it the basic logic test (“Does it make sense?”), I try it out. I love testing, so I am certain you won't be surprised to learn that I especially love split testing. Imagine how ecstatic I was when Google decided to release the Google Website Optimizer (GWO) for free to Adwords advertisers. Offermatica charges $10k dollars a month for a similar product. Why? Because split testing works! That is where the money is. Read more

On gurus, Google, and gaining marketshare: Leveraging your position as number one

guru.jpgA lot of people read blogs, books, articles and other materials from so-called 'gurus' that made it big. Readers are hoping to do the same but I know that no one will match success by simply following a guru’s advice. I am not saying this because I think those gurus are necessarily dishonest or are holding back (though most are), but because I've learned that you don't become successful by following a specific formula—especially not a formula that somebody else gave you.

Why? Because success is in many ways all about competition. If you learn things from other people's playbook, they already have the first-comer advantage. You too need to be the first somewhere. You need to find unexploited opportunities of your own.

In this post, I want to tell you about my personal experiences with pay-per-click (PPC) and what I’ve learned over the years. I started my first profitable site back in 2002 on borrowed credit with a CAD$3,000 limit. I turned that $3k in $4.5k with PPC and affiliate commissions—a 50% ROI. It was my first time as an online marketer, an online baby step. And now, several years later, I own a 7-figure per year business, I employ several talented individuals and have time to post on this blog! Read more

I'm not slacking, I'm working on a homerun post!

I am working on a killer post for next Monday where I am going to detail my best kept secret: a very simple technique to identify keywords with high demand and little or no competition.

Do you want to have keywords like this?

profitable_keywords3.gif

I've asked several A-list bloggers for their niche finding formula.  And guess what: they don't have time or don't think it's a good idea to share it.  I can't blame them.  Sharing this powerful information will render it practically ineffective and can cost them thousands of dollars in revenue due to the increased competition.

My blog reader Paul Montwill started the fire when he dared to ask me for such information.  I am sure he will be delighted when I post my technique next Monday.

Here are a couple of tidbits I was able to squeeze out of Aaron Wall and Neil Patel.  They are busy guys and I am glad they took the time to respond:

if he wants to become an SEO consultant then the easiest way to learn marketing is to start marketing one of his own sites… preferably covering a topic he is passionate about. Aaron Wall

The way I usually start is to look at terms that have a high CPC and
then from there I look for the least competitive ones and go after
them. I don't know of a quick way to do this because I myself don't
really do it, but there maybe some easy ways.  Neil Patel

What Neil mentions applies when you are planning to do SEO only. For PPC, you don't want to pay high bid prices.  In either case, what I personally look for is for terms that have high demand (search volume), good profit per sale, and low competition.  The profit per sale depends on the product and the affiliate commission you would get paid.

To measure the level of competition, I use two basic methods. If I am going to do PPC (which I usually do to start), I check the level of competing Adwords advertisers.  In the case of SEO, I check the SERPS (search engine result pages) to see how many sites are ranking organically for those terms.

How can you find those terms in the first place?

That is what I am going to answer in Monday's post.  I will include very detailed instructions and examples too.

 I am still debating whether this is a good idea.  Am I going to take food from my table by doing this?  Probably, but as I've committed myself to share, I guess I don't have an option.  I have to stick to my word.

Please leave some comments and let me know if this is something that you'll find useful.  Would I be giving away too much?  To share, or not to share: that is the question.

Advanced Adwords bidding strategies

In Yesterday's Search Day article: Are Bid Management Tools Dead?, Eric Enge, writes some interesting facts and conclusions he brought from SMX.

A solid strategy for your PPC campaigns will have the following elements:
  1. Use a bid management tool to manage the long tail of your campaign.
  2. Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
  3. Take significant brand building terms and manage them separately
  4. Take significant "first visit search" keywords and manage them separately as well.

While I think it is no longer necessary to manage large lists of long tail keywords for PPC campaigns (thanks to broad matching options), I do see great value in bid optimizing tools on improving the ROI of your PPC campaigns. Read more

Why start SEO and Affiliate Marketing with PPC?

1. Accurate keyword research.  There are numerous keyword research tools that help you identify keywords that people are searching for, their volume of searches, level of competition, etc… Unfortunately, every single tool has a critical problem: the source of the information.

Wordtracker relies on information from meta search engine Dogpile, and similar sources. Yahoo mixes plurals, singulars, and phrases typed in different order; the information reported is from the previous month. Google tries to estimate traffic and fails to provide good predictions most of the time. There are other popular tools that have similar problems.

Running a test PPC campaign for a week or two will provide actual and dependable statistics about the amount and quality of the traffic to be expected for each keyword.

2. High click-through titles and descriptions. Page titles and meta descriptions are what people will normally see in the search results. We need to provide an incentive for the searcher to click-through.

Unfortunately it is very tricky to test changing titles and meta descriptions for SEO. We need to be able to rank first!

PPC management tools are designed so that we can easily split test multiple ads and the system will tell us which ads perform better. When we find the winning PPC ads we can use them to create our titles and meta descriptions.

3. High converting landing pages. Having a high conversion rate and high converting landing pages is not only important for our bottom line, it’s very important to retain top affiliates as well.

Another advantage of running test PPC campaigns is that we can tweak our landing pages until they give us the desired results.

Top affiliates measure the merchants effectiveness by their earn per click (EPC) — how much they make from every click they send. You can offer large commissions, incentives, etc… What really matters is how well their traffic will convert.

Even if you don’t plan to run a PPC campaign, it makes perfect sense to run at least one as a test to help you improve the results you will get with other channels.