“Your subscription expired on _____ (date)  and we just don’t know how your website can continue to grow without doing constant keyword research”

Assuming you’ve developed a strong center of gravity on a bulls eye keyword, here are 7 ways you can continue to grow your website, business, and profits WITHOUT doing constant keyword research:

1. Just process your damn search query report in Adwords already.    Seriously, I called your Mom yesterday and told her to lay on the guilt extra thick, because I STILL find 80% of my list is just not doing this, and that’s like flying blind.     Adwords is getting more competitive by the day, and you NEED VISIBILITY into which keywords convert  and which ones don’t so you can peel and stick, adjust your bids, and empower Google’s fuzzy logic to do ITS thing, which is to EXPAND YOUR PROFITABLE TRAFFIC WITHOUT REQUIRING CONSTANT MANUAL KEYWORD RESEARCH.  Of course, this all assumes you’ve installed the conversion pixel on your website (look in the tools section of Adwords).   And if you don’t want to do this, maybe you could donate to my favorite charity instead of feeding Google unnecessarily?  Enough said.
2. Ditto on the placement report.
3. Taguchi test in Adwords to improve your click through and strengthen your center of gravity in Google’s eyes.  So they can automatically expand to more keywords on your broad match bids. (The stronger your keywords perform, the more Google will try to expand to related words, and who knows better than they?)
   
4. Split Test using Profit Per Impression (www.SuperSplitTester.com) so you can afford to bid higher and command a larger share of voice, which, uh, like encourages Google to try and expand your broad match keywords
5. Do an 80/20 Survey on your Opt In List or E-Commerce site, then use the results to improve your Adwords copy, landing pages, follow up sequences, back end products, and sales processes.
6. Get on the phone and call your customers and prospects, just to ask how you’re doing and what you could improve.  (Forget all our fancy emotional interviewing techniques, just pick up the darn phone)
7. Consider updating your site and your landing pages to a more substantial, web 2.0, modern Adwords compliant format.

Most if not all of the above, especially #s 1 and 2, should be done way before you start spending time and money in keyword services outside of Google.    And you should make sure you’ve leveraged Google’s FREE tools before you move to the paid services.  Only makes sense, right?

When you’ve done all above, the keyword services can be a source of incremental volume, bid efficiencies, and profit.   But it’s nothing like it used to be, thanks to all the wonderful free tools Google’s providing, and thanks to their ever improving fuzzy logic auto-expansion algorithms.

Sorry, this kind of pissed my off today, I should probably have held back my tone a little bit, I know it was out of character for me.  What do you think?

Dr. G

www.HyperResponsiveMarketingSecrets.com

I’ve had hundreds of students come to me with some variation of the following “You’re obviously the guy to work with for building a solid foundation for a long term, profitable, growing business. But who do you recommend to make money NOW? I NEED money NOW!”

For the answer, please listen to the free mp3 below.

PPC DONE FOR YOU

EVERYTHING DONE FOR YOU

DO IT YOURSELF

PRIVATE COACHING WITH GLENN

PART 1

PART 2

PART 3

PART 4

PART 5

Download the Excel Sheet from the Videos Here

PPC DONE FOR YOU

EVERYTHING DONE FOR YOU

DO IT YOURSELF

PRIVATE COACHING WITH GLENN

We did NOT intend to distribute this conversation, so I apologize for the speakerphone, but I thought it represented a unique opportunity for you to be a fly on the wall to see:

A) How a high-level copywriter interviews “in the trenches” sales people to elicit the benefits and objections necessary to write A level copy

B) How my thinking has evolved into a more comprehensive, yet simpler system for building a solid internet marketing structure

The original purpose of the call was for Tony to get the material he needed to develop a consultation form like the one we’ve got here, but targeted at people who wanted more than PPC management… instead desiring a more comprehensive package including market research + site design/repositioning + PPC/SEO.

You see, it’s been several years since I originally innovated and presented the How To Double Your Business process, and I’ve moved WAY beyond the advanced survey methods I originally presented.  The way I approach markets presently is simultaneously  simpler and more powerful.

1) MAKING MORE MONEY WITH FEWER KEYWORDS

The most successful of the 100+ clients I personally audited at Rocket Clicks last year (especially those who seemed to survive the economic earthquake in the fall of 2008) were   focused on many, many fewer keywords, leading me to develop a set of algorithms for choosing the smallest number of keywords likely to make you the most money.

In fact, I now believe it’s ESSENTIAL  to have a well articulated rationale for choose ONE dead-center bulls-eye keyword for your business… the one you’d advertise on if Google restricted your account to only ONE adgroup with ONE broad match keyword in it.  (The “ultimate elevator speech”).

Considerations of relevancy, volume, and bid price are essential in making this choice.

And once you know your Bulls-Eye, I think it’s also essential to define a very small set of concentric circles around it … no more than six keyword groups.  And you’d better have a good written definition of the CONCEPTUAL BOUNDARIES OF YOUR KEYWORD SET, or else you’ll wind up wasting time, money, and diluting your conversions by aiming off your “keyword archery target”

2) GATHERING MORE FREE COMPETITIVE INTELLIGENCE THAN ANYONE IN YOUR MARKET

Once you know exactly where your keyword archery target starts and ends (and why!), I’ve innovated a NEW method for leveraging social media, competitive intelligence spy tools, and RSS fees to set up one systematic and comprehensive competitive intelligence dashboard…

Then identifying YOUR SINGLE MOST IMPORTANT COMPETITOR and totally reverse engineering their web testing diary.  (I’m not just talking about the stupid PPC spy tools … I’m NOT NOT NOT talking about figuring out what web changes they made which made them successful in the first place)

3) IDENTIFYING POINT OF DIFFERENCE BENEFITS WITH A NEW 80/20 VERSION OF MY SURVEY INTELLIGENCE PROCESS

On the foundation of a more clearly defined and simpler keywords set AND comprehensive competitive intelligence, we then utilize the survey process to find point of difference benefits for the market.

4) DESIGNING YOUR SITE, COPY, AND FOLLOW UPS TO BUILD ON ALL THIS UNIFIED INTELLIGENCE

With a clearly defined bulls-eye and keyword archery target, the knowledge of who’s winning the game on that target and why, the consumer language, emotional benefits, and point of difference benefits in hand, the process then proceeds to UNIFY ALL YOUR MARKETING COMMUNICATION AROUND A  SINGULAR, WELL RESEARCHED USP.

5) BUILDING OUT PPC AND SEO CAMPAIGNS FOR YOUR VERY FOCUSED TARGET:

SEO and PPC are expensive and time consuming.   The gorillas who survive are the ones who know exactly where to FOCUS their time and money.   The new Livingston Process ensures you eliminate waste and laser focus on a hyper-responsive message for the short set of keywords which define your business.

6) OPTIMIZE YOUR CONVERSION:  Multivariate and Taguchi testing are still VERY powerful tools (always will be).  But they’re only useful when you’ve got the RIGHT INPUT to test.   The new process above ensures you’ve always got a prioritized list of options for continually bringing your business to the next level.

Enjoy the FREE MP3 below please!  :-)

ACTION OPTIONS: Do all this yourself, hire us to do for you,  or have me coach you through it personally.

NOTE: If you’ve heard the audio “4 Ways to Corner Your Market” before, you’ll find it included in this one, but with an important perspective changing introduction (just in the interest of full disclosure)

You see, my opinion is that the proliferation of keyword tools on the internet today is actually making it more difficult for most marketers to connect with their prospects and customers. Don’t get me wrong, I think it’s great that you can find out search volume, bid pricing, competition levels, and which keywords relate to which other keywords, etc. But these are only things COMPUTERS can tell you.

But what’s missing from them is the single most important thing in marketing … an understanding of the HUMAN NEEDS behind those keywords.   Because you see, people hate to search.   What they really want to do is solve.   And what they REALLY want is for a loving person (like you) to solve it for them.

For example, suppose I’ve got a splitting migraine today after having had a fight with uncle.   I haven’t seen my puppies all day long, and I wish I could just run around with them, but all I want to do is go hide in a dark closet, put pillows over my head and shut out the world until it goes away.

What I really want is someone to empathize with me, to tell me something I don’t know already about how to get rid of my migraine quickly, so I can enjoy my puppies for some refreshing renewal before I’ve got to start the whole work routine over again tomorrow.

Now, if you KNEW this about me as a migraine supplement marketer, (and you really DID have something which could help me), you’d know exactly how to design your landing page, what images to use, what stories to tell, what kind of language might be most appealing to me. In fact, if you knew this, you’d be able to write a killer AdWords ad, … I’d venture to say a better one than anyone else in the market. (And I’d be right!)

This is MARKET INTELLIGENCE, and it’s something you’ll NEVER get from a keyword tool, no matter how much you pay per month or how many hours you spend mining it.   Write this on your forehead so you’ll see it in the mirror every day “Search engines don’t know what people are feeling”, and keyword intelligence tells you nothing about the “conversation in people’s heads”.

It’s MARKET INTELLIGENCE which drives hyper-responsive marketing, and it’s market intelligence which will help you cut through the clutter and eliminate the overwhelm you’re feeling about your online marketing efforts.

Because UNDERSTANDING what your market wants on just a very few keywords BETTER THAN ALL YOUR COMPETITORS is infinitely more valuable than knowing thousands of keywords and seo traffic tricks. It’s also infinitely more stable.

And it leads you to a deeper, more heartfelt connection with your customer, and a feeling that what you’re doing in the world is actually making a difference while you’re making a (rather nice) living.

Isn’t that what you want?

Now … back to my puppies!  :-)

PS – I don’t get migraines anymore, that was just for illustration, but I DO have two absolutely wonderful puppies who make my day, every day, by doing something fabulously silly, giving me a special look, or just cuddling up to me when I need it most.
Zachary

Stewie

Are you wasting too much time in AdWords?

Part One

Part Two

For more detailed information on precisely choosing your Single Most Important AdWords keyword please see the hyper-responsive marketing club.

To have leads and orders generated for you by PPC professionals, please visit RocketClicks.com

Ppc research can identify upside potential (and downside risk) so you can decide whether it’s worth going forward.  It can also capture consumer language (which you can echo back to improve sales conversions), and identify segments and sub segments and niches within your market who you can laser target to multiply your results.

But even more importantly, ppc market research TEST the responsiveness of the market BEFORE you develop a product, or spend a fortune in money and time:

• Is there really a need in the market for your product or service?
• Where are the market gaps?
• What might it cost you per lead and per sale to enter the market?

ESTIMATING COST PER LEAD AND COST PER SALE WITH SURVEYS BEFORE YOU SPEND ANY MONEY ON A PRODUCT OR ON MARKETING:

When you run traffic directly from pay per click to a survey in preparation for developing a newsletter capture page:

• You’ll often find that approximately twice as many people (on a percentage basis) will sign up for the newsletter as were willing to take the survey
• Since you’re paying PER CLICK, you already know your COST PER SURVEY
• You can then ESTIMATE YOUR COST PER LEAD by simply multiplying by two (note: legally, I can’t guarantee this cost for you, I can only report my experience)
• On average, if I plan to sell something similar to what my competitors are selling on the front end, I find approximately 1 out of 10 newsletter subscribers will purchase
• So I can multiply my cost per lead x 10 to get an ESTIMATED COST PER SALE (note: legally, I can’t guarantee this cost for you, I can only report my experience)
• This model is especially powerful when you track survey response on a keyword by keyword basis because you wind up with a BUYING HEAT MAP of the whole vocabulary of your market
• Determine if there is viable pathway into the market on a keyword by keyword basis
• Pause or kill any keywords which look “red” and only roll into the market on the “in the black” estimates

There’s much more info on the free ppc research mp3 – how to use surveys to identify true point of difference benefits so you’ll stand out from the competition, etc

For beginners, I recommend choosing markets where the calculation shown in the video is between 30,000 and 600,000.  PPC markets underneath this volume may not be worth the effort, and those above this volume may be too brutally competitive for a newbie to make their first dollar online!

And below you will find the simiarly updated example for estimating keyword COSTS!

Last, these pay per click search marketing techniques are ONLY intended for use in the How To Choose Your Market method, … I use other formulas and methods for other purposes.  (If you own another product of mine and are estimating volume for other reasons, please follow the formulas therein).   

Step One – Define Your “Bulls-Eye” Keyword Concept

Step Two – Gather “Bulls Eye” keywords using Google’s free keyword tool, but do NOT get carried away!

Concept

Step 2 – Part 2

Step 3 – Organize Your Keywords Quickly!

Step 4 – Do a quick traffic check for volume and bid prices

Step 5 – Stop and Make Your Bullseye Keywords Work!

Keyword intelligence is what your fifth grade daughter can figure out using standard keyword database, or the Google Keyword Tool.

Market Intelligence is the conversation people have in their head behind every keyword search … it’s the sum total of their wants, needs, and desires, expressed in the exact language of the emotions which motivate purchase in the category.

Stop obsessing about keyword intelligence and start looking for market intelligence.

For what it’s worth.