Archive for the ‘Advertising’ Category

Should You Be Using Google AdWords?

Wednesday, October 14th, 2015

adwords logo
For many businesses, Google AdWords can be their most productive source of new leads and customers.

But how do you know in advance if it has a chance of working for you or not?

It can be expensive to hire someone to do it for you and you then you have their management fee along with your actual ad spend you pay Google.

Facebook vs Google

Before getting into the details of how you can tell, I want to make sure you understand the different types of online advertising.

Facebook is the hot thing these days, but you need to understand people do not go onto Facebook or social media to look for stuff to buy from you!

They go on it to avoid work, not do work . . .

It is the equivalent of having a billboard on a busy highway. There may be lots of people going by, but that doesn’t mean they are prospects.

Even if you use all of Facebook’s targeting capabilities, you may be putting your billboard on a road only your target people drive down, but they are still not there looking for you.

So, you have to “interrupt” them from doing what they are doing with some sort of enticing offer.

Google is totally different.

In the Google search network – called Google AdWords, you are bidding on key words and phrases so your ad shows up when someone is actually searching for what you have.

Big difference.

Trying to interrupt someone who is trying to avoid work vs being found when someone is actively searching for what you offer.

How Google Search Works

I think this is very interesting. Here’s what happens 3.5 Billion times per day when people do a search on Google.

Their algorithm decides which web sites should show up based on your location and prior search history.

Then they figure out which ad should be on top, which one # 2 and which # 3 at the top of the page and then which order should the ads be on the side of the page.
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This is essentially an auction held every time someone does a search – 3.5 Billion times per day!

You place your bids on what you re willing to pay for a click and how much you are willing to spend per day and Google combines your bid with your “Quality Score” to determine where your ad shows up – if at all.

Quality score is essentially how likely someone is to click on your ad. If you have a high quality score, you can actually pay less per click than someone else with a low quality score in the same spot.

Google doesn’t explain it this way, but it’s really just a way for Google to maximize their income.

Say you bid $20/click and 10% of the people who see your ad click on it . . .

and you have a competitor whose ad is not as appealing as yours and they are bidding $40/click. Only 1% of the people who see their ad click on it.

Your ad with the $20 bid will be placed above your competitor who bid $40. Here’s why.

For 100 searches, at 10%, that means 10 people click on your ad making Google $200.

Your competitor bidding $40 only gets 1 click (1% of 100) so Google only makes $40.

Now, it becomes pretty obvious why Google puts your ad on top – $200 is more than $40!

Google goes through all these calculations 3.5 Billion times per day – I think that’s absolutely incredible . . .

Will Google AdWords Work For You?

Here’s how you can get a good idea:

1. What is a customer worth to you?

You may sell a variety of products and services, but whether this will work for you is all about the numbers. What will you have to pay for a click? What percent of those people who do click end up buying?

If you are selling a $29 book, and you have no other products and services to sell that customer, there is no chance.

If you had to pay $10/click, and 1/3 people who clicked, bought, you still lose money.

On the other hand, if you do kitchen remodeling with an average ticket of $50,000, you can pay $100/click and do great.

2. Importance of lifetime customer value

Back to the book example. If you had a high end coaching program people pay $10,000/year for, you might be using the book as a loss leader to get prospects.

So, understanding what a customer is really worth is what you need to consider, not just what the initial sale is for.

3. What does Your Competition Do?

If you are in an industry where all your competitors are advertising, that’s a hint that it might work for you too.

But be careful, in the book example, if you didn’t know someone paying for clicks to sell a $29 book, had a “back-end” $10,000 offer, you could end up losing money.

There are online tools that I use for my clients that show me what people are paying for clicks, what keyword phrases they bid on, and how well their ads are working.

You still have to actually try it and do testing to know for sure.

4. Are you a local business?

Google loves local businesses and advertising locally only is much cheaper than advertising nationally.

Google has many targeting options so you can even do things like only advertise to people within 10 miles of your office.

How To Get Help

I do AdWords campaigns for clients and if you are running Google ads now and they are not working well, or if you want to consider doing ads, get in touch.

I will do a free AdWords audit of any existing campaigns or help you set up a totally new campaign.

Call me at 720-890-8760 or email joemcvoy@gmail.com

Simple Craigslist Strategy

Thursday, May 16th, 2013

Would you like a simple craigslist strategy to get you free leads for whatever business you have?

Watch the video linked to below to hear Mike Hobbs explain how to use craigslist properly to avoid being flagged and also how to post in other cities than the one where you live.

simple craigslist strategy

If you have heard about needing verified phone numbers and different IPs being needed to post outside your home city, that is correct.  In the video Mike gives you the inexpensive sources he uses.

Mike gets 50 – 100 leads from each ad he places, so if you need leads, watch this video, follow the craigslist strategy, and you will learn how to get as many leads as you want very inexpensively.

This training is part of our Prosperity Team in Empower.  There is much, much more available, all for free if you have joined Empower Network on our team.  It only costs $25.  Join here.

Would you be interested in strategies to dominate Facebook?  Did you know there is a way to get mass exposure through the creating events feature?  Do you know about the super simple way to use Twitter to build your FB followers?  All this and more is inside our Empower Network Prosperity Team.

If you want to make money online, you NEED this training and you can access it for FREE once you are on our team – even at the $25 level!  Join here.  Do it NOW!

Are You Leaving Money On The Table?

Monday, August 15th, 2011

If you do not have follow up systems set up in your business, you are missing out on the easiest sales you will ever get.  There are a lot of different automated systems and ways to stay in touch with your prospects until they are ready to buy.  Here are a few  (assuming they have opted in to receive your messages). We can help you with these. . .

* email autoresponders & broadcasting – can send prewritten messages to unlimited people for years

* voice broadcasting – you can call 2,000 businesses per hour with the latest technology

* fax broadcasting – still a great way to follow up with prospects and customers

* direct mail automation – just like email autoresponders but done with handwritten notes and cards

* social media – when set up right, you can reach thousands or millions of people through their networks

* mobile marketing – SMS messages get a 98% open rate vs >10% open rate for emails

* RSS feeds – you do have a blog, don’t you?  You do have a way for readers to subscribe to your posts, right?

Get in touch if you would like help with any of these.

 

 

New Video About How To Do A Joint Venture

Thursday, June 30th, 2011

If you’ve wondered how to go about doing a joint venture, I made a video explaining how to do it. This particular video is focused on painting contractors but the identically same process applies to any business.

Check it out at: http://freevideos.paintinginstitute.com/?page_id=17

What Does It Cost You To Get A New Customer?

Monday, September 6th, 2010

Do you know what it costs you to get a new customer? Not a lead, but an actual customer.

If you don’t know, you’re flying blind and probably wasting a lot of money or leaving a lot on the table.

Many clients I work with have some idea of what it costs them to get a lead but have no idea what it costs to get a customer. You can’t assume that your leads convert to a customer equally from all lead sources so you must track this.

Here’s a good example of how bad your decisions can be without tracking this carefully.

In the early 1990’s I founded an Internet business selling a business opportunity in the promotional products industry. I was basically putting people and businesses into the business as distributors for only $1,000 while the franchises and others were charging $20,000 or more.

Because my margins were a lot thinner than my competitors, I really had to watch my costs to acquire a customer from each source carefully. I had an advantage though – my business was strictly online and I’d create traffic to my web site and then people would read my sales letter and send me $1,000 – sometimes without even talking to me.

I did like that aspect of it!

When I started advertising in the classified sections of national magazines to get traffic, I was using 12 different magazines.

My tracking told me that the leads I was getting from Entrepreneur Magazine were my most expensive leads and some other magazine whose title I’ve long since forgotten was bringing me leads at 1/5th the cost of Entrepreneur.

Had I looked only at lead cost, I would have naturally cut out my most expensive lead sources and put my money where my leads cost the least.

But, when I analyzed the cost to get a customer, not just a lead, Entrepreneur turned out to be my least expensive source of customers and that cheap lead source was the most expensive. Even with hundreds of cheap leads, NONE of them ever became customers!

Without proper tracking and analysis, I would have put more money into what wasn’t working and stopped doing what worked!

Do you know your cost per customer from every advertising method you use? If not, you are making decisions based on bad information. You spend money to get new business, so don’t blow it by not tracking the results properly!

How Often Should You Contact Your Customers?

Tuesday, August 24th, 2010

We all know it’s important to stay in touch with our customers, but how often is enough?

You want to build your relationships, trust, get referrals, and more frequent orders, but you don’t want to be a pest either… So, how do you know how often to do it?
The answer is simple, test.

If you don’t test how often to do it, you’ll leave a lot of money on the table. Ted Nicholas, a famous direct marketer, told me at a recent seminar that even he didn’t know the answer for his own customers until recently.

He had thought contacting his customers four times a year was enough, but being a direct marketer and deciding to apply what he taught others to his own business, he tested going to once a month. Once per month turned out to be much more profitable than four times/year, so then he tried ever other week.

He thought he’d see the profitability drop off when mailing that often, but to his surprise, it didn’t. Long story short, he found the answer to be every week – 52 times per year!

Are you thinking, that’s him, my business is different? Maybe it is, maybe not.

The only way to know is to test.

If it turns out you can mail 10 times more often than you do now and have it be massively profitable why wouldn’t you do it?

Another example. Bill Glazer, a menswear store chain owner, has found by the same testing that the right number for him is also 52 times a year. Keep in mind, all the contacts don’t need to be by mail. Bill uses voice broadcasting, personal calls from the customer’s sales rep (4 times/year), direct mail postcards, email, direct mail sales letters, and even mailings with premiums and other “grabbers” enclosed.

All his contacts are interesting, fun and provide a true value for his customers. Bill has also accomplished something most retailers only dream of – he has people paying him an annual membership fee to be a “preferred customer” and have the first shot at any new merchandise!

The bottom line is that whatever you are doing now is probably not enough. I know many businesses who never contact their customers and just wait for them to contact them!

They’re losing business and will be losing customers too. Don’t let that happen to you. Many of these customer communications can be automated with today’s technology so not having the time to do it is no longer a valid excuse. Now we can automate email, voice broadcast, opt-in fax broadcast, and even direct mail greeting cards and postcards.

Let me know if you need help getting it set up.