PPC, A Quick Way to Know Your Prospect
You may be scared of the expenses behind PPC, however learning what your market wants quickly can help you reach your profit point sooner. This week we have discussed a few strategies and uses that can help you learn more about what your customer is looking for and how to use it. There is always something new to learn.
And in learning, we are also very excited about StomperNet LIVE. Speakers and education is the name of the game at LIVE. We are happy to be adding many new speakers who will be providing valuable information.
This LIVE event is not only good for education, but for the networking as well. Many partnerships and other profitable ventures have been created from StomperNet LIVE events. In addition to many great friendships that have provided valuable information back and forth.
Be sure to snag the hottest seat in the house at LIVE 11 in Phoenix. Your business will explode. Better yet, get double the education when you join us for SEO Pro 2 days prior to the LIVE event!
MJ Schrader
Director of Web Presence
StomperNet, LLC
“As paid search begins to occupy a significant position in marketers’ budgets, both agencies and marketers must focus on intelligent keyword, bidding, and creative strategies to extract the most effective return on investment (ROI) from their campaigns.”
~ Jupiter Research
PPC, A Quick Way to Know Your Prospect
While PPC advertising costs money, it can help you save money in the long run by saving you months of time testing your campaigns. This will allow you know what keywords to gear your website toward using for Search Engine Optimization. After the initial expense you can settle into using other free methods to build traffic with your research.
Location, Location, Location
Another advantage of PPC is that you can use it to target specific geographic areas. By limiting your pay per click advertising to certain areas you may be able to keep your costs down while getting highly qualified visitors to your site. This can be done in your own geographic location or another.
If you are a local marketer, then this is exactly the information you need to help your clients bring in their specific customers. The pay per clicks will be more appealing when people know that the ad is for one of their local businesses. This can help your clients grow and of course help your reputation as their marketer.
Summer, Holiday and Other Special Occasions
Seasons are just that – seasonal. They last a short period of time and during which you must maximize your advertising. Your swimsuit business is probably not going to do that well during the cold months of December. PPC during June when the season is just starting can help push you in front of even more buyers. It also helps with running time related ads; such as those that run during a sale.
What are they thinking?
As discussed in the first paragraph, the biggest advantage is knowing what your customers and potential customers are thinking. Since you can not read their minds, PPC is the next best thing. After you discover what keywords bring in buyers you can better target and market your website.
With your new list of keywords you can write articles that use those specific keywords and distribute them to reference your website. You can fill up blogs with posts that are relevant to those words. This will make search engines happy, as you will have fresh content and make your prospects happy to have relevant information.
Relevant information can encourage reluctant buyers to stay longer on your website. The longer they are on your website the more likely they are to consider you as someone they should buy from. And all these benefits come from knowing what your prospect is searching for on search engines.
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SEO Secret Sauce
Top 5 Advantages of PPC
- Condense months of keyword research into a few days
- Know what your prospect wants
- Target local markets or certain geographic areas
- Run seasonal promotions
- Improve your ROI (return on investment)
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Read MorePPC for Quick Profits and Information
Affiliate marketers are always looking for ideas on how to get free traffic sources. They know how valuable this can be but also understand is not a quick response process. They know that to turn a quick profit they have to go to PPC (Pay Per Click) traffic.
At the same time, they shy away from it as the costs involved could represent a big expenditure on their businesses. PPC traffic costs for known keywords are not cheap any more and so most people tend to lose money on it.
Is there a way to eliminate monetary risks as much as possible with PPC traffic?
There are three key ways to accomplish this. If you stick to these core principles you will be able to create campaign after campaign, expanding your wealth accordingly.
1. Use desperate keywords
Do not pick generic information keywords. Keywords like “free information on (keyword)” , “No cost (keyword)”, do not guarantee a purchase but a gathering information search activity.
Instead, go for words like “comparison”, “buy”, “review”, etc. Also, use model numbers, book names and name of authors to get the best results.
These are the usual keywords people type in when they are ready or close to the purchasing cycle so you should concentrate on them for a better return on your PPC investment.
2. Testing and tracking for best results
Once you know where your money is being spent on advertising, you will be able to make changes that will greatly contribute to better returns of your money. Which clicks turned into sales and which ads get the most clicks and sales are only some of the methods used to gain control of your PPC campaigns.
If you do not have enough information on it, you will be running your PPC advertising department blind. You will also be paying for clicks which do not produce any sales.
Interested people that click into converted sales is what PPC is all about. And that is where the money is.
3. Spy on your successful competitors
This is the best way to cover yourself against high costs and risks on your online advertising.
How often are they running their ads? What message are they using on their ads? Are they promoting other affiliate products?
These are some of the factors to look for when spying on your competitors. They are already spending their money so get some advanced knowledge by spying on them on a proper way.
Once you have those three points covered, you should be able to get ahead on the PPC business game and you will seriously minimize the costs and risks of online advertising.
Do not forget to duplicate your efforts on additional campaigns once you have a winner. That is the right way of doing PPC advertising.
From The StomperNet Staff
“A Walk Through an AdWords Account & How to Interpret What You’re Looking at”
by Joel McDonald
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Keyword Decompression: Six Search Market Questions to Become the Obvious Choice
In Star Trek IV, the crew of the Enterprise time-travels to 1980s San Francisco. Scotty, the engineer, tries to access the state-of-the-art Macintosh computer by speaking into the mouse: “Computer? Computer?” When he fails to elicit a response from the machine, he puts down the mouse in disgust and resorts to typing on the keyboard.
Guess what? That’s what each of us experiences when we search, although we’re more used to it than the frustrated Mr. Scott. But we don’t think of our problems and desires in terms of keywords. We have to stuff all our thoughts and feelings into a small search box, because that’s what the search engines offer us.
For example, I’ve been searching for “treadmill desk” a lot lately, since a friend told me how much better he feels walking slowly as he works. If you could plug a microphone into my head, this is what you’d hear (after applying the standard male food/sex/sleep filter):
“I wonder if the TrekDesk will be too flimsy. It’s made of plastic, after all. Could I build one myself out of wood? Will it really help my back pain? Will it be hard to read the screen as I’m walking? And I know I can get a cheap treadmill on Craigslist, but maybe I want a top of the line model that’s really quiet. What about a manual treadmill? Will people be annoyed by the motor noise when I’m on the phone? Will they notice?”
Google doesn’t do well with long paragraphs like that. So I have to compress all these thoughts into a few words. I might try treadmill desk reviews or build treadmill desk or quiet treadmills for walking desk. Either my first search will lead to sites that answer all my questions, or I’ll return to the search box several times to get all these questions answered.
For search marketers, here’s the million dollar question: How can I prevent my prospect from searching again and again, and instead click my ad or listing and get everything they need from me? So that they’re deeply engaged with me, instead of jumping to my competitors, when they’re ready to buy.
In order to answer that question, I must understand the thoughts and feelings that got compressed into the keyword phrase. Like a zipped compression of a large file, those who understand how the process works in one direction can reverse engineer it and recover the original.
Unlike file decompression, keyword decompression relies not upon a fixed algorithm, but rather on curiosity, empathy and research.
The Six Keyword Decompression Questions
The goal of keyword decompression is to respond so accurately and completely to the searcher’s real motivations that you become the obvious choice the instant they see your listing on the SERP (search engine results page), and you parlay their attention into interest, desire and action on the landing page and beyond.
To accomplish this task, you must be able to answer the six Keyword Decompression questions:
If you can answer these questions about your best prospects, you will be able to sell to them. If not, then your marketing will be ignored, or worse, help your competitors by filling in the gaps leading to the sale. Let’s explore each question in some depth:
1. What pain/itch do they want to stop?
Every search is an attempt to change an existing situation. Even if it’s just to satisfy curiosity, or to shop for something amazing, it’s still an attempt to move the searcher from a state of dissatisfaction to one of satisfaction. Think of the search impulse as a rubber band being stretched. The search dynamic seeks to return the rubber band to its neutral position.
Your prospect may want to buy something, or learn something, or justify an emotion or opinion, or change a feeling state. To become the obvious choice, you have to know the desired end result of the search.
For example, a search for “treadmill desk back pain” suggests that I want to end up hearing stories about people who cured or reduced their back pain using a treadmill desk.
The ultimate outcome of my quest, as expressed in multiple searches over several hours, days or weeks, will probably involve the purchase or construction of a treadmill desk. But the specific outcome of this particular search is informational, and I’m rooting for a positive response. I do not want to read that treadmill desks are great for digestive problems but useless for back pain.
So a marketer who advertises back pain relief case studies will likely get my click.
2. Why are they searching right now?
In other words, what was the search trigger? Why did they search just now, instead of a year ago, a week ago, or 20 minutes ago? What happened inside their head, and what triggered it from their environment?
The search trigger is the context of the search, the story that the searcher is enmeshed in at that moment. If you can understand and reflect it back to them, you create a powerful bond of empathy and trust.
For example, my search for a treadmill desk was triggered by a friend’s recommendation. Knowing this, an ad could query, “Wondering if the treadmill desk is right for you too?”
3. What promise do they want you to make?
Once you’ve answered the first two questions, you must decide on the promise your prospect wants you to make. The ad that makes the best believable promise gets the click. The others get ignored.
Every ad is a promise in the following form: “If you click me, you will get…” Name the desired dot dot dot and watch your CTR (click through rate) skyrocket!
An ad that promised me unbiased reviews of the treadmill desk from back pain sufferers would get my click.
4. How can you immediately show that you can keep this promise?
Promises are cheap. Your prospect clicks your ad with hopeful skepticism, ready to hit the Back button at the first sign of irrelevance, confusion, or sleaziness. The top of your landing page must immediately address the promise of the ad directly.
The headline, the overall design, and the top graphics must immediately reinforce the promise, so that I am put at ease that I’m in the right place.
If the landing page contained generic information about treadmill desks, or if I had to scroll or hunt for info about back pain, I would feel duped by the ad and depart within a few seconds. The advertiser would have wasted the cost of my click.
On the other hand, a headline like, “Why the treadmill desk is the answer to your back pain,” would engage me and keep me reading.
5. Why won’t they buy your product or opt-in?
Every landing page must have an MDA, a Most Desired Action, that relates to your overall business goal. Sometimes the MDA is a direct purchase from an ecommerce site. Other times, it’s just to get a visitor to become a lead via a phone call or opt-in form.
Whatever your MDA, there’s always a bunch of reasons they don’t want to do it. They don’t trust you, they don’t believe they can install it properly, they’re confused about the features, they don’t value the benefits, they’re embarrassed about spending money on it, they’re tired of getting inundated by emails from people in your industry, etc.
If you want them to complete your MDA, you must overcome these objections. That’s the function of the content of the web site. Using descriptions, metaphors, demonstrations, case studies, testimonials, FAQs, and endorsements, you must help your prospect see that their objection is simply not relevant in this situation.
6. How can you eliminate their risk?
Once you’ve identified their key objections, you can’t just argue them away. After all, you’re biased, and they know it. In addition to explanation and demonstration, you must also reverse whatever risk they’re still feeling.
Human beings will do a lot more to prevent loss than to achieve gain. Every decision we make is monitored by a powerful subconscious brain program called DFTU (“Don’t F- this up.”). Its only job is to scan the environment and protect its owner from making decisions that could lead to danger of any kind. It’s a super “Avoid Pain” circuit that can keep people from achieving great gains if there’s any risk of a downside.
Unless we speak directly to the DFTU voice in our prospect’s brain, we won’t get the conversion.
Clear policies and powerful guarantees are the best ways to address the DFTU voice. And while the entire marketing and sales process should include this message, the most important place to reinforce it is right next to the action spot on the site: the Buy Now button, the “Send me the Free Report” form, the phone number.
Using the Six Questions
If you’re an old hat at keyword research, these six questions will provide focus and clarity to your efforts. You’ll not only know what to look for, but exactly how and where to respond for maximum effect.
If you’re just getting started with keyword research and aren’t sure how to find out the answers to these questions, I recommend checking out my live and recorded webinars on the Stomper Portal, or signing up for my Breakthrough Online Profits newsletter at askhowie.com. Or, if you want more articles about keyword decompression in Net Effect, let me know and I’ll happily provide them.
Happy Keyword Decompression!
Howie Jacobson is the author of Google AdWords For Dummies, creator of the AdWords Checkmate Method, and co-founder of The PPC Agency. If you want advice, find him at askHowie.com. For hands-on implementation, visit thePPCagency.com. If you want Howie to speak at an event on your private island in the Pacific, you had him at “hello.”
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