Adrienne Devita is the head trainer for PPC Classroom and a real gem of a person. She is a go getter and get it done type of person. Work smart, use common sense and don’t spend a ton of money as you move up the learining curve. That can best summarize her philosophy for learning Internet Marketing.
She, like Shelby, builds SEO into everything she does in PPC advertising. Her webinars are all based on using free tools, along with tactics and strategies that cost no money. So for the beginner, she is exactly what you should be looking for in a teacher/mentor.
Her presentation was the very first one on the the very first day. It was designed for beginners but there was a lot of information for all levels of marketers.
The first step in her process is to check out what is hot on some key sites. Ebay, amazon, Buy.com, Dealcatcher,Dealcoupon are some of the sites that you can use to get ideas and see what’s hot.
The next step is to do some keyword research and find the “buying” keywords for your product or service. Get a sense of the cost and how competitive these words are. Buying keywords are very targeted and specific with action verbs,adjectives and adverbs that show real intent to buy. For example, new car is too general. Black,2007 BMW 750i low mileage and mint condition, is better. The more detailed and specific the term, the closer you are to finding buying keywords; words that are in the final cycle of the customer’s buying continuum.
But finding keywords is just the beginning of the process because you have to check out the competition and see what they are doing. You also have to see and check out the profile of your customer. Competitive information is done using Google’s search results on one hand, and then going to the Google Free Keyword tool, on the other. In the organic results you can see who is placing in the middle organic return and on the top and righthand side for the page, you can see who is advertising using PPC. That is where your competition is if you are going to use Pay Per Click advertising.
Google Insights and Google Trends are tools that will give you the geographic and time sensitive information regarding your niche. Tools like Quantcast and Alexa can give you the psychcographic and demographic information that you need to know about your customer.
Once you have done your market research and all your homework about your niche and your customer, then you are ready to find the product and service that fits tightly to your customer’s need.
You want to make sure that all along the way Search Engine Optimization is properly executed on your product landing page, your merchant’s landing page and any pages along the way. You want to make sure your merchant landing page is well designed to lead to the sale, with no click outs or phone numbers or anything that takes away from the sale. But you have to remember that SEO, is as important as pricing and keyword selection and all the pieces that go into designing a PPC campaign.
She also made clear the importance of developing an integrated business plan with several revenue streams. Consulting for business clients, teaching, article marketing, and any related activity you can charge for in order to have multiple streams of income. Putting all your eggs in one PPC basket is not the way to go.
So there you have it. The presentation was high energy and really brought home the idea that you have to go out and do it. Launching 5 or more campaigns a week was one suggestion she had. You have get the experience to move ahead and there is no shortcut to launching and learning as you go.
Implicit in all this is the notion that you need to pick a system and stick with it. It takes time to master Internet Marketing and jumping from one program to another before you have given yourself the time to learn the basics of your initial choice is not the way to go.
These were some of the bits of advice that came with the demos during her time onstage.
I hope this was helpful.
May Your Travels Be Prosperous.