Definitive Guide to Google Adwords 2011 Edition
Category: Ad Management (depraced!) / Education (depraced!)
- views: 6 109
- date: 13 March 2011
- posted by: infopost
Whether you’re brand new at AdWords or 7-year veteran, the new 2011 Definitive Guide to Google AdWords will decisively advance your game in 2 hours or less.
How I would love to take everyone back to the “golden days” of Google AdWords when 25-cent clicks were plentiful and you could “get away with” almost anything.
But time moves in only one direction and it’s not 2004 anymore. Back then you could make two or three tweaks and trounce your competition.
Today your blade needs to be a lot sharper.
3% of the advertisers get 50% of the traffic and by this time next year the number will be 2%.
One year from now, 2% of the advertisers on Google will have 50% of the traffic. Because there’s still only ONE first page of Google search results.
Yeah, I know, that’s not happy-happy, joy-joy. It’s not what you want to hear. But if you know me, you know I tell it like it is. I won’t send you into battle with plastic swords and helmets. I arm my students with the best and latest information and I have redoubled my commitment with this latest salvo.
OK, so I’ve told you the bad news. Here’s the good news:
1. Being in the top 2-5% of advertisers who get 30% to 60% of the traffic is NOT rocket science. It simply requires that you slice your campaigns in more dimensions than most advertisers.
2. There’s a LOT of pond scum out there. People who are blind, naked, ignorant and clueless. Outperforming the bottom 90% of advertisers is NOT as hard as it sounds. In fact it’s reduced to having a state-of-the art checklist and a few advanced techniques in your bag of tricks.
3. A well-built Google account is harder to knock off than ever before. Yes, there are all kinds of robotic search-and-destroy programs for affiliate marketers that replicate Google campaigns. But there are dozens of campaign fine-tunings that these robots cannot discern, and the 2011 Definitive Guide reveals these adjustments to you.
4. The 2011 Definitive Guide arms you with market research techniques no machine can replicate and most of your competitors will never know to hunt for.
5. We have created SIX Niche Expert Modules that fine-tune your game plan and business model, depending on your focus.
Choose from 6 Niche Expert Modules: Affiliate Marketing, Just Getting Started, Information Marketing, Marketing in the UK, Copywriting, and the Content Network.
We have created SIX Niche Expert Modules that fine-tune your game plan depending on your focus. Let me tell you about the modules:
Affiliate Module
Amit Mehta built his part-time affiliate marketing empire while working in a research lab at the Massachusetts Institute of Technology in Cambridge, Massachusetts. This man is no slouch.
He’s built an enviable torrent of Google traffic and a reliable methodology for building affiliate businesses based on systems.
He’s the founder of PPC Classroom and my own Affiliate Manager Jack Born raves about his content.
The way most people do affiliate marketing, it’s not really a business, it’s a promotion. Affiliate traffic brokers have no control over anything but their Google ads.
That’s bad enough, but that alone is not the problem.
The problem is, they don’t even own a system for maintaining their position or securing new opportunities.
Which means you’re riding high, making $12,000 per month completely on auto-pilot – then suddenly one day you look at your stats a 9am and discover that at 6:35am that morning, it all crashed and burned.
And there’s not a dang thing you can do about it.
I’ve been concerned about the increasing volatility of affiliate marketing, which is why Amit reveals…
* The “Real Estate Broker” paradigm of affiliate marketing – directly borrowed from one of the oldest businesses in the world and adapted to 2011 digital technology
* Amit’s streamlined, hard-numbers “airline cockpit” and the gauges he watches with an eagle eye
* Insider secrets of the affiliate marketing industry – without them you are lunch meat
* Which affiliate networks and offers work best for beginners, vs. systems for advanced players
* The affiliate marketing “food chain” and positions most never consider
* Multiple affiliate marketing models: Direct linking; Review Sites; Cost Per Action; Cost Per Sale; Licensing; Exclusivity; Online to Offline; Click to Email and Hybrid Sales Funnels. Each model has PROS and each has CONS and we discuss them in detail.
Beginner's Module
I’ve known Kevin Thompson for ten years and he’s one of the sharpest guys in the direct marketing business, especially in regards to helping new soldiers dodge landmines.
As you listen to the recording, you’ll hear that Kevin and I – unscripted and unexpectedly – realized that Kevin was the very first person to buy my book The Definitive Guide to Google AdWords in April 2003, before it was even published.
There’s a reason for that. He was one of the best marketing students I’ve ever had then or since and he was in the room that night at a tiny seminar in Tampa, Florida, because he was earnestly pursuing marketing excellence.
I’ll let you hear the rest of the story when you listen to the MP3 or read the transcript. What we cover in this module:
* The most common reason why people choose a specific business, and why it’s the WRONG reason
* Elements of the “biz-op” world – lies that beginners almost always fall for, and the signature of the professional con man
* The right way to choose a business – totally counter-intuitive to 3/4ths of the population (people who achieve it, knowingly or not, blend ‘positive thinking’ with ruthless pragmatism and that’s why they can pull this off)
* Realistic expectations one week, one month and one year into your online business (we explode huge, destructive myths about measuring success in a startup operation)
* The #1 habit you MUST form, which virtually guarantees success once you’ve verified real demand for your product
* A true professional’s version of “Market Research 101″ – steps that are absolutely MANDATORY for every startup, before you spend a single dollar on traffic
* A weird little quirk I’ve seen in just about every online business I’ve ever seen
Info Marketing Module
The first time I ever heard the term “Information Marketing” was in 1997 and back then it was a hidden industry.
The Internet changed all that.
I would estimate that the number of “info marketers” in the world has grown 100X in the last 10 years. Maybe more.
A decade ago you could develop an info product, a print advertisement (likely a space ad or classified) along with a series of direct mail letters and once that system was profitable you could run it for 2-3 years before major changes were necessary.
Gradually people moved to the Internet.
Now the lifespan of such a product is 2-3 months and generally requires a complex sales funnel and business model. The proliferation of “quick turn” info marketers on the Internet has made it exponentially more difficult to sustain an info business.
Nonetheless info marketing is the perfect business for some people. I personally enjoy it very much and I find it immensely rewarding, both personally and financially. But in any case I think it’s time someone sat down and told you the truth about the info business – not only who should and should not be in it, but what things you need to have in place for it to succeed.
Ken’s module discloses a list of contrarian angles on the info biz and how he’s sustained his own information empire for 20 years.
* What are your real assets in an information business?
* Where and why have people failed?
* Who are the most successful info marketers that you can study?
All Ken’s answers will likely surprise you.
UK Marketing Module
Chris Cardell is arguably the UK’s number one marketing consultant, widely recognized in Great Britain and universally respected. The UK is a huge market (60 million people) with strong currency (£1 = $1.65 and €1.14 at the moment) and UK customers buy a ton of stuff.
But they’re hard to sell to, especially if you’re outside the UK.
Or if you’re in the UK, and you’re listening to US Marketers, you probably find the hype factor to be almost nauseating. Yes, the “American Dream” appeals to everyone and admittedly there’s not really a “British Dream.” But unless you can translate to the UK mindset, you can flop around like a fish out of water until you asphyxiate.
Chris Cardell, in this UK Marketing Module, translates between the two cultures. He owns a home in San Diego and no one I know can better bridge the divide than Chris. Right here, right now.
Copywriting Module
Many an amateur marketer assumes that with video, social media, blogging and Web 2.0 have made copywriting less important.
Nope.
35 page sales letters are undoubtedly less effective now than they were 5 years ago. But that’s not what copywriting is really about anyway.
Copywriting is MORE important than ever before because regardless of how your message is delivered, there still has to be a message.
99.5% of all ads you’ve ever seen mean nothing without words.
The right words are still crucial.
Your message still has to have a hook.
Someone still needs to do detective work to get to the core of the story and your product’s reason for being.
And I gotta tell you, when I was hot in pursuit of “guru status” and a place in the information marketing world, copywriting was the steepest learning curve of anything I was attempting to master.
I do not regret a single minute I’ve invested in becoming a better writer. Copywriting is a MOST worthwhile skill.
You must make every word count, because attention spans are shorter than ever.(Notice how I got right to the point in this sales letter? No wind-up, no beating around the bush. Just a pressing, urgent message.)
Michel Fortin is one of the highest paid, most celebrated online copywriters. He has multiple “million dollars in 24 hours” promotions under his belt and he understands the medium as well as anyone.
In the Copywriting module, Michel gives you his best shortcuts and describes how he visualizes the entire copywriting task. And he discusses how copywriting really works in Web 2.0.
On top of that, I’ve sat down with Joshua Boswell, my Content Czar and the guy I’ve personally, hand-picked to review, tweak, and yes, ghostwrite a good deal of my copy. Joshua has written multi-million dollar blockbusters and been the secret weapon for companies like Corel, Sony, Christian Children’s Fund, Agora, Bob Bly, and Toshiba.
Joshua and I cover how to take ho-hum, average sales letters, ads, and emails and make them sizzle. Like with most things, there’s an endless stream of things you could learn about copywriting, but Joshua will help you get down to the brass-tacks, the top 5% of what really makes your copy sell.
Content Module
Google’s Content Network used to suck.
It does not suck anymore.
For some advertisers it delivers tens of thousands of clicks per day and the traffic quality can be very high. There are some customers you can get on Content that you couldn’t possibly get on search.
And with Google’s new interface, people are making much more use of the tools Google provides than ever before, so just tracking conversions to referral websites ain’t enough anymore.
Well the good news is, there are MANY dimensions to the Content Network, many ways to slice it, many ways to engineer systems that your competitors cannot peer into.
Since the content network is more like an organism than a mechanism you can extend your tentacles deep into the Internet.
One of my own Content Network campaigns has been testing response on over 11,000 websites for the last 3 months, automatically.
Shelley Ellis is one of the world’s leading authorities on the Content Network because she’s immersed in it every day. In this Module you’ll find out how to use demographic targeting features and slice the entire Internet according to content types: Different kinds of traffic you get on news sites vs. video sites vs. blogs vs. forums and local portals.
Plus, discover how to use the Content Network for product launches (yes, that’s right!).
This updated 2011 Edition of
“The Definitive Guide to Google AdWords”…Arms You With A Slew Of Powerful New-Tools And Ideas, Including:
* Dramatic new simplification: Replace heavy-lifting of thousands of keywords with X-Ray techniques that tell you the exact conversation inside your customer’s head (page 57)
* A method that can increase your sales after the first click by 30% to 60%, almost instantly
* Find out what exact-match phrases your broad-match keywords are actually pulling (page 85)
* How to consistently be the ONLY ad that appears on thousands of obscure, unpredictable searches and still get a high CTR and big-spending visitors (page 93)
* How one of my Roundtable members cut his ad spend 42% with no loss of sales
* A maddening, yet extremely subtle mistake advertisers make in their Google ads, which gets good CTR’s but kills sales (page 140)
* A feedback loop that increases sales conversions after the first click by 500% (page 109)
* A formula for nailing New York Times bestselling book titles (and was used to name “The Four Hour Work Week” by Timothy Ferris) page 111
* The #1 AdWords improvement technique of all – period. pPage 120)
* Four levels at which Google ads are written – you can use all four at the same time (page 128)
* The best affiliate marketing ads of all time (page 131)
* My prize collection of Google ad “gems” from my swipe file (some of these have been seen 10 billion times but hardly anyone knows how successful they are)
* Google Slap: A thorough explanation of Quality Score, with multiple approaches to solving any problem and a robust diagnostic checklist
* Why you never get a straight answer from the Google rep and what to do about it
* How to set up Conversion Tracking and eliminate sites and keywords that bring you crappy traffic
* A perfect way to visualize Google’s Content Network so you can “think” like Google thinks. It’s sort of like giving Google a personality test for every topic you’re interested in.
* How to go to school on the smartest advertisers in the world – some of whom are still high school kids (never underestimate how smart the freshmen might be!)
* The absolute #1 most under-used “fishing hole” in Google AdWords – it’s been my FAVE hangout this year with over 500,000 clicks.
* BING (page 197)
* How to spread your cash when you’re on a thin budget (page 209)
* Raves & Woes of Google’s automated bid tool and conversion optimizer (page 210-218)
Info:
http://ad4.us/SF
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