The Power of Pay Per Click Advertising with Jay Abraham and Chris Cardell

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2 The Power of Pay Per Click Advertising with Jay Abraham and Chris Cardell A Message from Jay and Chris This is not just about Pay per Click Mastery: It s about becoming a Master of Online Marketing because mastering PPC forces you to: Be able to draw customers to you at will Choose the number of customers you have Discover how to convert online visitors to paying customers Optimize your entire online sales process brilliantly Once you ve mastered that sequence you can roll it out to SEO, Social Media, Affiliate Marketing, Offline Direct Mail and Print Advertising etc etc So Pay per Click is our initial vehicle, but this is really about the first steps to Business Transformation Pay per Click - A Revolution Never before have we had the opportunity to reach people who right now are looking or the specific product or service you offer You only pay when someone takes action All measurable - fast Geographic selection

3 Mastery - The most important Pay per Click Secret - that even Google does not want you to know The unspoken truth about Pay per Click, that only a handful of business owners and PPC specialists realize, is that the system massively rewards those smart enough to master the advanced PPC strategies - and drains money out of the mass of PPC Advertisers who have no idea how much more successful their campaigns could be. It s very important to understand that even when done badly, Pay per Click tends to be profitable. This may appear to be a good thing, but it means that many businesses do OK with it when they should be doing brilliantly and spend far too much money acquiring their website visitors. There has never been a marketing system where a series of small changes, costing nothing but your time, can improve your response rate - and therefore your profits - often by 50%, 100%, 200% or more. Our Goal for You: If you are currently involved in Pay per Click, you should aim to be able to double your number of website visitors while reducing the amount you pay for each click by 20-50% plus. In addition, you should aim to at least double the number of people visiting your site who become buyers. If you are new to Pay per Click, the secret is to get good at this BEFORE you start advertising. It will save you a fortune.

4 Be Careful who you Listen to

5 Seven Pay Per Click Essentials to Maximise your Profits 1. Pay per Click - What is it? Pay per Click Advertising can best be described as paying to get to the top, or near the top of the search engines. Technically, your listing is supposed to be an advertisement - but it s designed to look similar to the other listings. On Google, the top placed ads run along the top of the page, the rest down the side. Here s an example of the page when you do a search for wedding photographer You do not pay for your ad to appear. You only pay when someone clicks on your ad - hence pay per click Notes

6 2. The Power of Measurement - and the reason for Google s $20 Billion per Year 1. Marketing IS Testing 2. PPC allows you to measure Clicks Source of Visitors (ads or content websites) VITAL: The price point at which Advertising works: This is an analogue, not a digital exercise 3. Immediate Testing and Compound Marketing Growth 4. You MUST Re-Frame Failure Notes

7 3. Keyword Selection One of the first big areas where people fail to maximize the potential of Pay per Click is with their use of keywords. If you don t get this right, everything else will be on go slow. Note for PPC Beginners Your keywords refer to the words that, when people search for them and they get a page of results - your ad appears on that page of results. In the example below, someone selling dog training might choose dog training or training a dog as its keywords. So we re entering your customers minds and working out what they might be searching for when they go looking for your type of product or service. In the market place that relates to your business, there are almost certainly going to be two or three (sometimes more) very obvious keywords. For example, if you sell mortgages, the big keyword is obviously mortgage. These obvious keywords will be the most competitive and therefore the most expensive. The average pay per click advertiser gets into a battle for these top keywords. They pay huge amounts per click, their budget quickly runs out, they often don t get good results and quickly give up. What most PPC advertisers do not realize is that there are dozens, often hundreds of related keywords that are much, much cheaper and that your competition are far less likely to be bidding on. Here s an example: Suppose you re a dog trainer. What s the obvious keyword to advertise for? Dog training of course. It s the most popular, the most competitive and the most expensive. But here s a list of searches relating to the phrase Dog Training.

8 If you were advertising in this category, an essential element of your PPC campaign would be to advertise using as many of these keywords that are relevant as possible.

9 4. Google Network V Content Network Many PPC users ignore the vital distinction between the main Google Search network and the Content Network. They are fundamentally different and require different approaches and testing. If you are willing to give this some relentless focus, you could be opening the door to a virtually endless source of new customers, reachable by a form of advertising that puts traditional advertising to shame. The first step you MUST do, is separate your search and content campaigns Notes

10 Points 5 and 6 - VERY IMPORTANT - What you end up paying and your position on the page are not just determined by how much you are willing to pay. 5. The importance of Click through rate and Quality Score PPC on Google is not a straightforward auction. How much you are willing to pay for each click is only part of what determines how high up your ad is going to appear. The other key factor is your Quality Score and the main factor in that is your Click through Rate (CTR) Your Click through Rate is the percentage of people who see a page with your ad on, who click on your ad. Google rewards you for a high click through rate because it means that your ad is more relevant. One of the secrets to getting a high Click through Rate is hidden within your Google campaign. It s the ability that Google offers for you to test two ads together. The aim of the game is to be continually trying to beat your best performing ad. Do this over time and you could end up with a CTR two or three times that of your competitors - which could mean you paying half or a third of what they re having to pay for each click! Here s where you create a new ad: 10

11 What you ll soon discover is that small differences in each ad can make a huge difference to the click through rate. Here s an example: 11

12 6. Relevancy - landing page The Google search engine is built on relevancy. It s what made it so successful, so quickly. They have continued the relevancy theme with Pay per Click by rewarding relevant ads. Now they have gone a step further. When you advertise with them, Google will also scan your landing pages for relevancy. What does this mean for you? You can actually pay less per click by making changes to your landing page. You improve your landing page relevancy by: Including the keyword in the page title Including the keyword on the page Creating separate landing pages for different keywords Notes 12

13 7. The most tragic PPC mistake of all - Not converting the maximum number of Visitors to Customers Let s assume you ve got your Pay per Click campaign up and running. You re running ads on a large selection of keywords, you re split testing your ads and your landing page is relevant. You re finally getting large numbers of qualified visitors to your website. But are you getting the sales? The world s most finely crafted Pay per Click campaign means nothing if we re not able to convert visitors to customers. This is why Website Conversion is an essential part of the mix. You improve your website conversions through: Copy Headlines Relevancy Offers Testing and Tracking Notes Transform your Online Marketing and Your Website in Five Weeks with Chris Cardell and Jay Abraham 13

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