Day 6 – Pay Per Click (Google)
It’s now time to focus on your marketing.
Talking to people is what this business is all about. It’s your Number 1 income- producing activity, so you need to make it the major focus in your business.
But to be able to talk to people, first you need to generate a lead.
And that’s why you’re going to learn about Pay-Per-Click marketing; it’s a great way of generating lots of high quality leads.
Google Adwords is the main PPC system out there, so well start there.
The very first thing I’d like you to do sign up for this FREE 5 Day Course On Google Adwords. It’s put together by a guy name Perry Marshal, who many consider to be the ‘Guru of the Gurus’ when it comes to Adwords….
Advantages of PPC
PPC is an incredibly powerful way to get traffic to your site, since you have complete control over who gets to see your ads, and therefore you’re not wasting money marketing to people who have no interest in what you’re offering. It can also bring you immediate traffic and leads- so there’s no waiting involved.
PPC is a very different kind of advertising to the brand advertising campaigns that most of us are used to seeing. When you see companies like Coka Cola advertising their products, you must remember that they have billions of dollars at their disposal, and have a very different focus than we do. They are trying to embed their brand in their consumers minds, by constant repetition, from a whole bunch of different mediums.
What we are doing is quite different. We are using what’s known as ‘Direct Response’ marketing, where the aim is not to get our name/ brand out ‘there,’ but rather to get people’s names/ contact details in ‘here.’ Besides, even if we wanted to use a brand advertising approach like the major corporations do, it would be way too expensive.
In this business, it’s best to target your marketing to those already searching for what you offer. Trying to promote your business to a broad audience in the same way that corporations will promote their brands is a recipe for failure. Sure, you might get the odd sale or two, but you’ll get much better results by marketing to people who are already searching for what you offer (eg. they are searching for a home business on Google)
And that’s why PPC is so powerful. With PPC, you can target your advertising campaigns in ways that up until recently have never been possible.
A common mistake you’ll see new Home Business owners make is that their marketing focuses too much on themselves and their opportunity, and not enough on their prospect. Sometimes we assume that just because we know how great this business opportunity is, that others will feel the same way.
But the truth is, when someone lands on your webpage, they don’t really care about your life story or what home business company you represent. All they care about is what you and your business can do for them. As they get to know you they’ll more than likely want to hear about your story, but in those initial few seconds that they land on your webpage, the question in the back of their minds is “What’s in it for me?” And that’s part of the reason why we offer the 7 Day Free trial of Home Business Builders… to give these people a good reason to leave their contact details on your website. As you become more established in this business, we can help you set up other sites that offer Free Reports and Videos, etc. that you’ve made. But one thing at a time.
The first step in setting up a PPC campaign is figure out what your target market is searching for. What problems are they trying to solve? What keywords are they typing into Google to find the answers to these problems? Because it’s these keywords that we want to target.
You must always be putting yourself in the shoes of your target market. The more you know about their wants and desires, the more effective your marketing will be. So a logical step would be to first define your target market in as much detail as possible.
There are lots of different types of people who get involved in LifePath Unlimited… but most have some common characteristics in common… For starters, most are in some way unsatisfied with their current circumstances. Perhaps they’re having to work very long hours and never get to see their family. Or perhaps they are unsatisfied with their current pay, and are tired of having to ‘make ends meet.’ Maybe they’ve been a victim of the Global Financial Crisis, and are now faced with the prospect of having to pay off a mortgage without a job. Or they could be starting a new family, and need to be at home full time to look after their young children.
Whoever they are, they all have a common desire; to find an alternative income source from what they currently have, and to work from home.
To paraphrase Howie Jacobson, author of essential Google Adwords for Dummies, ”these people have an itch, and they need to scratch it.”
So where are they going to look for a solution to their problems?
Well, many of them will turn to the internet, and more specifically to search engines like Google and Yahoo. At this stage in the process, these people don’t know exactly what they are looking for. All they know is that they want an alternative income source that they can get from working at home.
So they might innocently type into google the phrase “Work From Home.” And this is where our PPC efforts come into the picture.
We can set our PPC campaigns up so our ads only show when that particular keyword(s) they’ve just done a search for is typed in. And we only pay Google (or another search engine) if they actually click on our ad and visit our site. Then, depending on how compelling your offer is on your website (or landing page), that person will make a decision. Either they’ll decide to find out more by leaving their contact details (opting -in), or they’ll move their cursor up to the “back” button, and vanish forever. Either way, you will have to pay a certain cost.
Most people will not opt- in to your site. But the aim of the game is to have enough people who do, to make your marketing efforts profitable.
Now in the above example where the person has done a search for “work from home”, they are at the beginning of the buying process. At this stage, they don’t know exactly what they are looking for, they are more likely just seeing what’s on offer. And they’ll be faced with a lot of different options. There will be other Direct Sales companies out there, like Liberty League. There will be automated stock trading courses, and FOREX trading systems…. the list goes on. And so at this point, if your ads are being displayed they are not very targeted. The quality of your leads won’t be all that great, since many of the people you call will just be browsing and won’t have any clear picture of what they are looking for.
But as they begin to learn what’s on offer, they’ll start to develop a clearer idea of what they want. Maybe they’ll decide that they don’t want to buy any stock trading course, but they are interested in the Direct Sales industry. So they might type into Google the phrase “Direct Sales Companies in Australia.” Notice that the people who are doing this kind of search will be a much better prospect for your home business, since they have a clearer idea of what they want, and what they want is related to what we can offer.
But it doesn’t stop there. Maybe they’ll discover that there are 4 main Home Business company’s that they’re interested in… Carbon Copy Pro, LifePath Unlimited, Polaris Media Group, and Global Resorts Network. They’ll continue to do their research, and may come to the point where they decide that LifePath Unlimited is definitely the business for them.
So they go ahead and type in “LifePath Unlimited in Australia” into Google. And it’s with these prospects that you’ll have the highest success rates with. They aren’t just searching for any old home business. They are searching for the home business that you offer. And so they’ll be very interested in hearing about what you offer.
This is why so many LifePath Unlimited home business owners will advertise on this particular keyword. It’s also why it’s very expensive; with increased competition comes a higher cost per click, since there are others out there who will want their ads shown in the top spots. And one of the ways that they can do this is by out bidding their fellow home business owners. But don’t despair; we are working with some pretty hefty profit margins in this business, so even if you were paying $15 per lead, and only 1 out of 20 leads was joining your organisation, you’d still make over $700 profit… and a lot more if you are positioned at Breakthough and Destiny.
I recommend you spend no more than $15- $20 a day on Google while you’re still learning how it all works… and don’t just limit yourself to Google. You can advertise on the Yahoo and MSN search engines for much cheaper than what Google charges, but you won’t get as many leads, since Google accounts for over 70% of all searches.
If you want to master Google Adwords, it will take some time and effort. But in the long run, it’s definitely worth it.
Here are 7 videos that my good friend Dave Hamer has made for Home Business Builders members.
Video 1 – Google Adwords Overview / Introduction
Video 2 – How to Set Up a Google Adwords Account
Video 3 – How to Set Up Your 1st Google Adwords Campaign
Video 4 – Find / Add More Keywords
Video 5 – Add New Adgroups
Video 6 – Testing Google Ads
Video 7 – Google Adwords Feasibility Calculator
Click Here to try Our Adwords Feasibility Calculator
And if that’s not enough to get you started, you’ll also want to take a look at these two videos as well- which will show you how to lower your Adwords cost. Pay particular attention to the 2nd video:
Watch the following 7 videos that take you step-by-step through setting up your first campaigns with Google Adwords. After watching each one, watch it again and pause it as you go, so you can complete the steps.
*To Pause these videos, right click on them and unselect “Play.”
By the end of today, you will be attracting your first Potential Business Partners (PBPs). And by tomorrow, it is more than likely that you’ll begin calling these PBP’s. Congratulations, you’re now on the way to success!
And lastly, download and print off the following 85 Page Adwords Guide. It’s a big read, but believe me it’s worth it.