Archive for January, 2009
Dear Losers,
Check out this question some snotrag asked me a while back:
I need some help on how to get clicks to convert into sales! I have used the
AdWords demographic strategies and have had over 2000 Clicks between 5
campaigns. I ran each campaign until it had around 350 clicks. I need some help
as to how I can improve my sales via PPC.-Steven
I actually hear this a lot – especially from newbie marketers who still don’t really understand what it takes to make real, live cash on the internet.
Look – just because you get CLICKS on your happy little “ads” on Google doesn’t mean DIDDILY.
SQUAT.
NADA.
Why is this? Simple… clicks do not equal quality. I could buy an ad under the keyword “Johnny Depp” for my website, and literally get 5,000 clicks in one day, and spend thousands of dollars in ad costs.
But I don’t. Wanna know why?
Because even though I’m incredibly good looking, charismatic, filthy rich, and most of all – modest (just like Johnny Depp), that famous actor has absolutely nothing to do with my product, my market, OR my target demographic.
Ya’ feel me, dawg?
If you want your PPC campaigns to start converting to sales, you need to stop thinking like a desperate loser marketer and start thinking like… **drum roll please** … YOUR CUSTOMER.
(Its a stretch, I know, but bear with me here…)
When choosing your keywords, you MUST think like someone who is searching for what you have to offer. See, not all keywords are created equal. There are some keywords that people who are ready and willing to buy will search for, and there are some keywords that people who are just mildly interested will search for.
The typical breakdown is this:
1. Buyer Keywords – very specific, large in number, but low click volume. However, they convert the best.
2. Searcher Keywords – very general, low in number, but high click volume. They barely convert, if at all.
What we’re talking about here is the difference between the keywords “make money” and “ebook on how to make money online.”
One keyword is very general, will get you lots of clicks, and very little sales. The other keyword is very targeted, will get relatively few clicks, but will have a higher conversion rate – mostly because someone typing in that phrase already knows what they are looking for and wants to buy.
Understand – the key to making money online isn’t CONVINCING people to buy. It’s finding people who already WANT to buy and putting your offer in front of them first. So if your clicks aren’t converting to sales, you need to focus on two things…
ONE: Find better keywords and more relelvant ads to advertise under.
TWO: Make sure your sales page doesn’t suck donkey balls.
It seems soooooo simple, doesn’t it? But there are still morons out there who will blow all their cash on junk clicks sending people to a website that looks like a trained monkey from 1993 made it.
In both cases, you need to THINK LIKE YOUR CUSTOMER. Get in their head. Figure out who the type of person is that’s most likely to buy from your offer, and start thinking like them. What would they search for? What pain are the experiencing? What would trigger them to WANT to buy?
And once you figure that out, USE IT!!!!!
Duh.
Marketing isn’t rocket science. It’s fourth-grade psychology. Take an acting class, and you’ll learn everything you need to know about how to get into the mind of a different character. Because once you understand your customer, you’ll know how to sell to them.
Later Losers,
–RJ
P.S. If you really want to learn how to do Keyword Research and find converting keywords, check out my new course Sneaky System. It’s awesome, and it’ll explain the whole process in a way that would make even your computer-illiterate grandmother understand.
