1969 December

December 1969
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Making Money With Pay-Per-Click Advertising

Wednesday, December 31st, 1969

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Whether you’ve been using AdWords for years or have never even heard of pay-per-click advertising (PPC), know that it’s an essential part of any Integrated marketing program. I recently provided some of my most valuable pay-per-click advertising secrets on an interview with Jonathan Taylor and Russell Portwood at Blog Talk Radio (listen here). During the interview we discussed how to get started with Google AdWords and some valuable secrets for making money online.

If you’re not running any campaigns on Google AdWords, I suggest that you open an account. The beauty of PPC advertising is that you only pay when an individual clicks on one of your ads. You might have tried PPC in the past and generated a lot of clicks but no conversions. Perhaps you tried it for a short while and found it too complicated to manage. I know how you feel…

The Long PPC Road

When I started in Internet marketing, pay-per-click was just coming on to the scene. The premise was great, only paying for an action, but the results weren’t so good. Over time, as the tracking become more sophisticated and the quality of analytics improved, results started to improve. I’ve spent over 5 years making small distinctions in pay-per-click advertising campaigns that have dramatically improved my results.

Many people believe that to get quality traffic you need to spend a ton of money or always be in the #1 paid position. Nothing could be further from the truth. Some of my highest converting keywords cost the least. Additionally, and here’s a free tip, I often get higher conversions when my ad shows in positions 3 – 6. I find that prospects clicking in the ‘sweet spot’ are more buying oriented than just doing research.

To be effective with PPC, you need to run a number of campaigns on your own. I attended at least half a dozen workshops on pay-per-click advertising and spent close to $1,000 on so called PPC courses only to find that there wasn’t a lot of “new” information designed to improve the effectiveness of my campaigns. What I learned through trial and error was certainly more valuable. Always seek hands-on experience if you wish to be success.

PPC Made Simple

In a couple of months, I’ll be sharing everything I know about PPC advertising in my next book, “PPC Made Simple.” Until then, I wanted to share a few tips you can use right away to start improving campaign performance.

1. Set a budget of $10 – $20/day. It doesn’t take much to determine if a particular type of PPC campaign is going to be profitable. Start with a small budget to generate clicks and watch your campaign closely. Usually, for around $100 you can determine whether or not you’ll be successful.

2. Do your keyword research. Start with the Google AdWords Keyword Tool to find frequently searched upon terms. In addition, do some competitive research using any one of dozens of tools that reveal what terms your competitors are bidding on. Once you’ve compiled a list, focus on buying keywords. Use the Microsoft Commercial Intent tool to optimize your keyword list.

3. Use a tool like the Google AdWords Editor to help manage your campaigns. The tool costs nothing and can help you stay on top of the performance of your campaign. Additionally, you can easily manage multiple campaigns simultaneously.

4. Use the AdWords Dashboard. As usual, Google AdWords comes with it’s own resources for evaluating campaign effectiveness. Learn the value of your AdWords dashboard. This gives you information about your click-through-rate, cost per click, and overall campaign metrics. The more you understand the data being provided, the more effective you can make your campaign.

5. Implement Google Conversion Tracking. When you implement conversion tracking, you can quickly and easily see which keywords and ads drive sales. This is the most important aspect of any PPC effort and essential for long term success. If you know which keyword/ad combination is most effective, you can optimize your PPC budget.

These are just a few tips to help you improve the performance of your pay-per-click marketing campaigns. Again, it’s essential that you start using Google AdWords in order to learn how to implement successful campaigns. Even though you may have four or five campaigns that don’t generate a favorable return, one profitable campaign can more than make up for it.

Once you launch your campaign, utilize the metrics provided by Google to refine and improve your campaign. By learning the ins and outs of pay-per-click advertising you are improving your overall knowledge of Internet marketing and finding new ways to promote your products or services. In addition to generating sales, PPC is a great tool for lead generation as well.

Source: Michael Fleischner – Marketing Expert

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Watching the Super Bowl…

Wednesday, December 31st, 1969

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Each year I look forward to watching the Super Bowl. Even though my favorite team wasn’t playing this year, there’s just something about seeing one of the year’s biggest events. I suppose the real reason why I’ve always tuned in to the Super Bowl is because I’m simply interested in the commercials. In addition to watching the ads, I’m equally curious as to whom the new advertisers are as well as who continues to spend the big bucks year after year.

This year was a combination of movie previews and some new advertisers as well as the traditional advertisers like GoDaddy and Budweiser. Although I saw more station programming ads than ever before. I guess the network had a little difficulty selling out all of their ad space!

Is it worth the price of advertising?

I thought a number of this year’s commercials were pretty underwhelming (which seems to be more true each year). Personlly, whether Dockers is showing a bunch of men walking through a pasture without their pants or Careerbuilder gives us an office tour where employees have nothing but their underwear on, I could care less. From my perspective, most the advertisers just don’t get it. The only exception is perhaps Bud Light where their audience is the exact segment that’s watching the game – those who attend or watch sporting events. Because of their significant presence, I’m sure they got a pretty favorable price for all of their exposure.

Even so, the purpose of advertising is to engage, brand, and create awareness. Effective advertising is also capable of measuring a result. Other than GoDaddy, who gives some of their target audience a reason to go online, there was no real direct response vehicle on any of the ads. Can you say “missed opportunity”? That is, if you’re trying to reach millenials or even thirty-somethings. Maybe I missed it, but no references to social media (Facebook or Twitter) or even texting. Although I’m sure that plenty of people were texting during the game.

The Super Bowl is also a decent platform for new product launches from my perspective. FLO TV was completely new to me and I didn’t even realize that such a device existed. But without any call to action that was personally relevant to me, I’ll probably forget about it in morning.

I guess the advertisers who are spending the bucks are so certain of the effectiveness of their ads that they don’t need to measure their results-although I find that impossible to believe. If advertising is still based on impressions, and not action, then it still has a very long way to go. This is why TV advertising continues to slow and more marketers are taking to the web. Not only is it measurable, but many advertisers only pay for action.

What’s the real challenge?

Without direct response, how do these advertisers know if their advertising is generating the result they’re looking for? I wonder if they even thought about the goals of their campaign. A house made of full cans of Bud Light – cute.. but was it worth the $1M Budweiser had to pay for it? Personally I like to know if each dollar I spend delivers a positive return. I guess that’s why I spend most of my money on online advertising and little else.

Part of the reason why I don’t quite understand Super Bowl advertising is because I don’t understand the target market. It seems to me that everyone from 8 – 80 is probably watching the game. That’s probably why the Who was the half time entertainment. The Who were big before I was born but I still thought they were pretty good. I’m just surprised they weren’t wearing Pepsi T-shirts, although the drummer’s cybals seemed to be painted with Pepsi colors.

As long as there’s TV, on the tube or your computer, there will be advertising. You wont see any of the companies I consult for advertising on the Super Bowl. But then again, when everyone is watching TV on their computers, I might not be able to avoid taking the plunge. And that day is soon upon us. It’s already begun and the next few years will likely complete the transition. Super Bowl here we come!

Source: Michael Fleischner – Marketing Expert

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Blogging About Burgers? A Lesson In Social Marketing…

Wednesday, December 31st, 1969

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Last week’s post on what we could learn about marketing from wine labels, was a great hit – thanks for all of your comments and feedback. So I thought I’d continue on with our food theme as it seems to be a popular topic for marketers AND food critics.

This week, I’d like to get us all thinking about burgers! That’s right, big juicy hamburgers with the works. Now you might be asking, “What do burgers have to do with marketing?” My answer, EVERYTHING! As you know, marketing today is about much more than the traditional 4 p’s (product, place, price, and promotion). It’s about social media, community, and focusing on what you love. Add the power of social networks and the fact that individuals can easily contribute to the larger discussion via blogs, mobile devices, and so on, and you have a new marketing landscape.

The Straight Beef!

A couple of weeks ago I was at a reception and met Scott Blumenthal. Scott’s a really bright guy and told me about a project he’s been working on with John McManus and Michael Marino. They’ve created a blog to talk about and review hamburgers. Each post is filled with insightful information about the burger joints they frequent and provides an honest review of the hamburgers they’ve eaten. The blog also contains some eye opening stats like how many burgers (and whole cows) these guys have consumed over a lifetime – 1,066 to be exact.

My first time visiting the blog, The Straight Beef, I got really excited about what I found. I like a good burger just like the next guy, but the marketing implications were staring me in the face. Not only is the content of the blog entertaining, but it invites the community at large to participate in the discussion. Have you had a burger today? Did you think it was particularly good or bad? Leave a comment or email the burger guys directly at burger.reviews@gmail.com. Now this is marketing!!!

Burger Vendors Beware

If you’re a restaurant or roadside stand, there’s no hiding. Social media marketing is continuing to gain momentum and is the way that we, as consumers, will get more and more of our information. The products we want to buy, the services we want to learn more about – conversations are happening about them all over the Internet and we can easily participate or sit back and learn from the experiences of others before we make a buying decision. This is true for almost anything, even hamburgers.

I think that Scott and his blog partners have really hit on an essential marketing theme. That theme is to use media like blogging to share what you know and build a community around your passion. These essential elements can build a following and get everyone talking about a particular product or service. Do you know what people are saying about your brand? your products? If not, you should. Be part of the discussion and consumers will get to know you and associate positive feelings towards your brand.

I’ve think I’ve spoken more about burgers in this post than I have in a year. However, being reminded about how easy it is to be part of a larger social marketing community, even if it is about hamburgers, makes me want to talk about them much more often! Don’t underestimate the effect that this type of information (a review) can have on your products. People are reading.. and writing!

Be sure to rate your next burger at The Straight Beef blog. I’m always searching for a better burger!

Source: Michael Fleischner – Marketing Expert

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Marketing Lessons From a Good Bottle of Wine

Wednesday, December 31st, 1969

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I look for good marketing no matter where I happen to be. The other day I heard someone on the radio talking about wine bottles and the marketing connection. That definitely got my attention as wine labels have so little room for copy that a number of marketing strategies must be at play to influence a purchase.

So what sells wine? I think there are a few things that move someone through a purchase decision process in the wine market. I’m no wine expert and quite honestly know little about “good wine” but can certainly tell you what marketing strategies encourage consumers to make that buying decision.

The label. Okay, so we all know that the label is important. The color, the shape, the imagery. All of these components have an impact on purchase decisions. Each color used gives a hint to what consumers might find in the bottle. Are the colors harsh? Do they say, “I’m bitter” or are the colors unique and creative, giving potential buyers a sense of newness and being different?

The shape and size of the bottle. The size of the bottle and overall packaging gives a good deal of information about what you might find inside as well. Is the bottle traditional in shape? Is is tall or short? Each of these nuances must be congruent with other marketing factors to create a story worthy of pursuit.

The price. Much like a Cadillac, many people buy on price. Why? Because price can give you an understanding of value. Two wines side by side. They look similar and are of the same size. However, one has a price of $8.99 and the other $24.95. Which one is better? Price may give you the impression that the second, more expensive bottle is “better”… but is it really?

Recommendation. Does the wine fit the occasion? Has it been recommended by someone in the store or someone you know who told you that you had to try that particular brand, vintage, etc.? In the wine game, recommendations are a critical aspect of the purchase.

So there you have it. Some factors that influence wine purchasing. Are you a wine connoisseur? If you are, what influences your buying decision? You may add in some additional factors like, “..all Napa Valley wines are good so this one must be good as well”. This is the final aspect of buying wine (and similar products) and that is your personal experience. Nothing can replace experience as a driving factor in making buying decisions.

The next time you’re in the market for a bottle of wine, notice what drives your purchase. Enjoy and bottoms up!!!

Source: Michael Fleischner – Marketing Expert

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Marketing Lessons From A Cereal Box…

Wednesday, December 31st, 1969

This morning I took a few minutes to read the cereal box sitting on the table in front of me. Although I’m an eggs and toast kind of guy, a good bowl of cereal hits the spot now and again. After reading the promotional copy before me, I realized just how good it was from a marketing perspective – Concise, meaningful, and relevant! It’s amazing what you can find on a cereal box!

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Maybe it’s time you took a look at your web site or print copy

When I was in grad school, I spent a lot of time learning about direct marketing and what separates good copy from bad. As an author, I often struggle with the written word as writing a book (SEO Made Simple) is different than writing a direct mail piece or even website copy. I learned a lesson a long time ago that came back to me while I was reading my box of Rice Krispies. When writing copy, ask yourself “who cares?” after each sentence you write.

That’s right, “who cares?” After writing each line of copy, I was taught to ask the question who cares? If you actually try this exercise you’ll find that a number of your sentences are without personalization, are too vague, or simply hold no value for the reader. After writing each line of copy ask “who cares?” If you can answer using the copy just written, you’re on your way to more effective copy writing.

WIFFM

The other aspect of marketing copy that makes a real difference is the old acronym of “What’s in it for me?” Is your copy directed at your audience? I was at a sales meeting this past week and presented to three similar groups. However, each group had their area of specialty and focus. When asked to present to each group, I found myself asking, “Why should they care about the information I’m presenting?”. When I realized that the presentation wasn’t ideal for groups 2 and 3, I found myself up late one night making changes to the presentation.

If what you have to say isn’t relevant, it will be ignored. Your copy needs to reflect the mindset and focus of your target audience. It’s best to get feedback from those you’re targeting and continually work to improve your understanding of their needs, environment, and ultimately the messages they resonate with.

What You’ll Discover On Your Cereal Box

The next time you read your cereal box, you’ll discover that with very limited space, and few words, good copywriters make you feel the value and benefit of what you have in your cereal bowl. I’ve learned over the years that great copywriting is hard to find. Bu then again, I never really stopped to read my cereal box. I suppose great copywriting was there all along. Enjoy your breakfast!

Source: Michael Fleischner – Marketing Expert

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This Is Getting Personal…

Wednesday, December 31st, 1969

I just read a great comment from someone about personalized messaging. As you know, I’m a big proponent of GETTING PERSONAL. When communicating to your prospects, how personal are you getting?

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Now you might say that you deliver very personalized communication. This could be in the form of emails or direct marketing pieces that address your customers or prospects by name. But in today’s marketing environment, you need to do better. Addressing someone by name is simply a starting point. If you want to be effective, go deeper.

A great example is a recent communication I received from the college I graduated from. I could tell from the envelope and wasn’t at all disappointed when I ripped it open. “Dear former student” it read. Come on! They didn’t even have the decency to call me by my name. So of course, it went immediately into the trash. But it got me thinking…

Here is an establishment that knows a lot about me: my name, birthday, the courses I took in school, my fraternity, how many on campus parking tickets I got, etc. Yet they have failed to leverage that information from the perspective of getting my attention or giving me a reason to support their cause – very disappointing.

As a marketing person, I pride myself on not only gathering information about prospects and customers, but using that information to create a meaningful experience for them. If the letter addressed me by name and referenced personal information, it would dramatically improve my interest. “Dear Michael, we know it’s been X amount of years since you graduated, but a lot has changed. The marketing program here has been expanded…” OK. Now you’ve got my attention.

Personalization is your friend. Even if you’re sending thousands of emails or direct marketing pieces out to your audience, make it personal. Not only should you be using the information you’ve collected, but focusing on messaging that addresses the fundamental needs of your prospects. We’ll discuss more advanced messaging strategies in later posts, but for now, remember to get personal!

Source: Michael Fleischner – Marketing Expert

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Marketing In The Year 2010

Wednesday, December 31st, 1969

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This new year, I couldn’t help but ask myself the question, “How is marketing going to be different this year?” I mean, every year pretty much starts out the same but something is bound to happen to jazz things up. Do not call lists, do not fax lists, Twitter. The reality is that anything can happen!

Here are just a few of my predictions for the new year. I probably should consult with the Popcorn report or something that is based on legitimate research, but here’s what I think the new year will bring.

1. New social media. Marketers have been struggling to make social media work from a marketing perspective. Even if I have a thousand “Fans” or ten thousand “Followers”, what does it really mean? Not only will marketers do a better job of utilizing social media to market their products, but I believe we’ll see new innovation in this area as well.

2. Mobile marketing. The concept of mobile marketing has been around for a long time. But with last year’s introduction of cell phones that have full browser capabilities, everyone is connected all the time. This spells opportunity in the area of mobile marketing and real time promotions. I’m not sure what it will look like by year’s end but I do know that it will be a focus in 2010.

3. An emphasis on organic search. As Google becomes even more dominant (maybe the government will step in this year) and pay-per-click costs continue to escalate, companies will be spending more of their marketing dollars on organic search and proper web design. Having to depend on PPC marketing to generate revenue is still a key ingredient in everyone’s marketing budget but so will search engine optimization.

4. Analytics are king. This year, even marketers who have resisted adopting the latest and greatest analytics will succumb. As a mentor once told me, “In God we trust, all others bring data.” We have access to more information than ever before and with free analytic programs like Google Analytics, there’s no longer an excuse for being unable to identify your best lead sources.

5. More for less. Consumers are going to continue wanting more for less. As a result, marketers must focus on perceived value. Although the tendency may be to discount early and often, creating lasting value is what consumers want and will respond to.

2010 is going to be a great ride. Just like last year, marketers will continue to evolve their methods and effectiveness. We have more tools at our disposal than ever before and the prospects for a happy new year look very, very good!

Source: Michael Fleischner – Marketing Expert

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Today’s Marketing Topic: PR

Wednesday, December 31st, 1969

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That’s right, today we’re talking about public relations. It’s amazing to me how little marketing professionals and small business owners know about PR. In fact, PR is largely becoming one of the most ignored marketing disciplines. When speaking about PR to one of my marketing buddies he said, “no one reads anymore.. so PR is basically dead!”

Honestly, I pretty much laughed in his face. “Dead! PR? You’ve got to be kidding!” I said. The reality is that today’s news, social media, and email are all a forms of PR. Sure, I agree that the traditional practice of “getting ink” is old school, but the concept of pushing out a message or creating interest in what you have to offer is just GOOD MARKETING.

Using PR Today

I recently listened to a talk from Tim Ferris, the author of the popular book “The 4-Hour Work Week”. Tim went from being unknown to one of today’s most recognized authors in a very short time. How did he do it? You guessed it, PR. However, Tim’s public relations approach was slightly different than the norm.

He contacted influencers within his area of expertise and let them know about his book. Even a slight mention from market leaders like, “.. taking a trip. Picked up a copy of ‘The 4-hour Work Week’..” had a ripple effect that has grown into a phenomenon. In about a week, Tim’s book went form nowhere to the New York Times best seller list.

If You Think PR Is Dead, Think Again

So if you’re not Tim Ferris and you’re not well connected, can PR still work for you? My answer is still yes, you just need to think about it differently. Whether your are targeting bloggers, Tweeters with a huge Twitter list, or other social media, public relations is about distributing your message for others to hear.

If you’ve done a Google search lately you’ll notice the press releases are gaining exposure in search results. This is one of the ways that a well distributed message can appear before prospects and buyers. The next time you do a search check out your results list. You’ll notice quite a few listing from PR and other media outlets.

Don’t Lose Sight Of Public Relations

Whether you have a robust PR program or are just starting out, learn what you can about public relations. Anytime you want others talking about your product, services, or brand, think PR. Begin with media releases, talking to bloggers, and even reaching out to traditional media outlets.

Think new media too. Video and image are integrated into more and more PR efforts than ever before. Use everything at your disposal to communicate effectively with your audience. PR is far from dead!!!

Source: Michael Fleischner – Marketing Expert

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The 30 Day Marketing Challenge: Game On!

Wednesday, December 31st, 1969

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This may appear to be my most ridiculous Marketing Blog post of all time, but in just a few short minutes you’ll discover how this Internet marketing challenge has everything to do with marketing and little if anything to do with how to get rid of abdominal fat.

A number of weeks ago I was doing a Webinar on how to drive traffic to your web site or blog for little or no money. After the webinar I received a number of marketing related questions via email from seminar participants. I was pleasantly surprise when Internet marketing legend and guru Greg Cesar connected with me. Greg is not only a marketing genius, but he’s also a great guy.

We got to talking and Greg gave me a challenge that was too good to give up. He asked, “How quickly do you think you can get a web site ranked #1?” Without giving it much thought I responded, “..about 30 days”. And from that simple question the 30 Day Challenge was born.

What This Has To Do With Getting Rid of Abdominal Fat

Okay, so when a guy like Greg challenges someone like me to a seemingly impossible task, you’ve got to be on your toes. And honestly, other than getting on an exercise machine, working out with an exercise ball, or doing some jogging, my knowledge of six pack abdominals is pretty limited. However, I decided to find an affiliate product to promote and work with over the next month or two and discovered the popular ebook called Truth About Abs.

After conducting some basic keyword research using the Google AdWords tool I landed on the keyword phrase,”get rid of abdominal fat.” The keyword gets over 1,300 monthly searches and, believe it or not, the URL wasn’t taken. I couldn’t believe it either given the fact that exercise and abdominal information is very popular. I bought the domain and started the 30 day challenge to get the site ranked on top for my chosen keyword.

I’m in the process of documenting and recording all of the steps that I’m using to achieve my goal. When finished, I plan to post the video here and show you step-by-step how I did the research, focused on the exercise niche, chose the abdominal product, selected the keyword phrase “get rid of abdominal fat”, and optimized the site for search engines. I

Now you can see that while the rest of the world is thinking about the holidays, I’m thinking about losing belly fat – I know, an odd thing. But I guess that’s what makes marketers like me so strange. Happy holidays!

Source: Michael Fleischner – Marketing Expert

Posted in Uncategorized | 3 Comments »

Get Rid of Abdominal Fat and Become a Marketing Legend!

Wednesday, December 31st, 1969

tweetmeme_url = ‘http://marketing-expert.blogspot.com/2009/12/get-rid-of-abdominal-fat-and-become.html’; tweetmeme_source = ‘RT @mfleischner’;

This may appear to be my most ridiculous Marketing Blog post of all time, but in just a few short minutes you’ll discover how this Internet marketing challenge has everything to do with marketing and little if anything to do with how to get rid of abdominal fat.

A number of weeks ago I was doing a Webinar on how to drive traffic to your web site or blog for little or no money. After the webinar I received a number of marketing related questions via email from seminar participants. I was pleasantly surprise when Internet marketing legend and guru Greg Cesar connected with me. Greg is not only a marketing genius, but he’s also a great guy.

We got to talking and Greg gave me a challenge that was too good to give up. He asked, “How quickly do you think you can get a web site ranked #1?” Without giving it much thought I responded, “..about 30 days”. And from that simple question the 30 Day Challenge was born.

What This Has To Do With Getting Rid of Abdominal Fat

Okay, so when a guy like Greg challenges someone like me to a seemingly impossible task, you’ve got to be on your toes. And honestly, other than getting on an exercise machine, working out with an exercise ball, or doing some jogging, my knowledge of six pack abdominals is pretty limited. However, I decided to find an affiliate product to promote and work with over the next month or two and discovered the popular ebook called Truth About Abs.

After conducting some basic keyword research using the Google AdWords tool I landed on the keyword phrase,”get rid of abdominal fat.” The keyword gets over 1,300 monthly searches and, believe it or not, the URL wasn’t taken. I couldn’t believe it either given the fact that exercise and abdominal information is very popular. I bought the domain and started the 30 day challenge to get the site ranked on top for my chosen keyword.

I’m in the process of documenting and recording all of the steps that I’m using to achieve my goal. When finished, I plan to post the video here and show you step-by-step how I did the research, focused on the exercise niche, chose the abdominal product, selected the keyword phrase “get rid of abdominal fat”, and optimized the site for search engines. I

Now you can see that while the rest of the world is thinking about the holidays, I’m thinking about losing belly fat – I know, an odd thing. But I guess that’s what makes marketers like me so strange. Happy holidays!

Source: Michael Fleischner – Marketing Expert

Posted in Uncategorized | 1 Comment »

Technology & Data Recovery

Archive for December, 1969

Making Money With Pay-Per-Click Advertising

Watching the Super Bowl…

Blogging About Burgers? A Lesson In Social Marketing…

Marketing Lessons From a Good Bottle of Wine

Marketing Lessons From A Cereal Box…

This Is Getting Personal…

Marketing In The Year 2010

Today’s Marketing Topic: PR

The 30 Day Marketing Challenge: Game On!

Get Rid of Abdominal Fat and Become a Marketing Legend!