Google’s Pay per click (PPC) advertising system is scalable, allowing you to drive as many leads as you can handle – or none. All with the flip of a switch (actually, with the ‘click of a mouse’, but you get the point).
PPC also has some drawbacks and it wouldn’t be fair if we didn’t tell you about them.
1. Risk. Many entrepreneurs have lost thousands of dollars because they’ve been told that PPC is ‘easy’. It is easy, but only once you know what you are doing. It is ‘easy’ to spend money. It’s something else to make money.
2. Complex. The Adwords platform can be daunting. While it is relatively simple to setup and run an ad, it’s much more involved to run automated split-run testing, self-optimizing conversions and elimination of waste. Unless you do these things you will likely be among the PPC casualties.
To deal with risk and complexity, we have 3 golden rules:
1. Measure our success based on conversions, not clicks. Anyone can spend money to obtain clicks from Google’s Adwords platform. The secret is in being able to convert these clicks into sales. Our 7-step optimization system enables us to tweak all of the meaningful pressure-points, such as cost-per-lead and cost-per-customer, until every dollar you spend results in multiple dollars in return.
2. Test small, roll-out big. We always begin with small bids and a low initial budget. Often as low as $10 per day. Our experience is if we lose money when we spend $10, we’ll lose even more when we spend $1,000. This initial $10 ‘feeler’ is inexpensive market research which tells what demand levels are like at the bottom of the price range. It’s always easy to move up and to spend more money. But our proven approach is to keep the tests as small as possible until we are confident that every dollar we invest brings multiple dollars in return. Once we find a winning combination of market, message and offer, we then roll out to as large a market as possible. It’s time to print money!
3. Continuous Improvement. We have the uncanny knack for refining losing ads into winners, winning ads into blockbusters, and blockbusters into superstars.
We focus on improving two metrics: Lead quantity and lead quality. Of course we want high quantity. But not at the expense of quality. Remember, in the final analysis, conversions are our most important metric.
Since both quantity and quality are critical to our overall success, we deal with them as separate tactical objectives which helps us stay focused on what is important. Often this means embedding sales qualifiers in the ad. For example, in an apartment ad we might say
‘Apartment For Rent, 55+’. by putting the age limit in the ad, not only do we eliminate unqualified people from clicking on the ad, we actually increase our click-through rates from qualified prospects, since they can clearly see that the apartment is for people in their age range.
In other cases we might test displaying the price right in the ad. Rather than scaring people off, this can eliminate their fear of the price being too high. Thus quality goes up, and at the same time, so does quantity. Some people test to find out whether one message will work better than another. But there is another, even simpler reason. It is to eliminate useless discussion. Why waste time debating which ad will work the best? Let the customers decide for you! Our opinions must always take backseat to what is revealed in the light of customer response.
Our method of continuous improvement is to conduct ongoing scientific testing. The American expert Richard V. Benson said, “There are two answers to every problem.
Answer #1: Test everything. Answer#2: Refer to answer#1.” The founder of our company, Benny Traub, has been using split-run and multivariate testing to find million-dollar-breakthroughs for 20 years. To learn more about our testing procedures, click here.
Pricing:
$997.00 per month or 18% of the Adwords budget, which ever is greater.
No contracts. You may cancel at anytime.
Our full-service, turnkey package includes:
- Strategic planning and setting of objectives
- Keyword research. Ongoing positive and negative keyword maintenance.
- Campaign structure and design
- Ad development: strategy/copywriting
- Landing page development: strategy/copywriting/graphics/programming/domain name/hosting/lead capture (via webforms, if desired).
- Campaign management: Monitoring, analysis and reporting
- Continuous improvement process: Ongoing testing of ads and landing pages to increase the volume of leads and to reduce the cost of acquiring each new customer
