PPC Classroom Live Review
Greg Cesar was the second presenter of the first day and was very engaging and interesting. He is an Adwords expert, extemely successful and offered really concrete and clear lessons on how to set up your business online.
Greg’s basic approach is to keep things simple and not reinvent the wheel. The trick is to find a wheel that is rolling and works. That means find a market that is thriving, where affiliates are making money and then do lots of research.
Greg’s research begins with organic search results for a keyword he thinks he wants to bid on. For example he used “web design” as an example because his company offered that service to the small and large business community. He suggested looking at the same organic search results to monitor who showed up on the ads results at the top and right of the search page and keep a running score on the competition. Knowing who your competition is and learning how they price their offer is important and tells you how to proceed with your pricing and positioning. This process can take a couple of weeks and even longer depending on the market. If done right you will have the knowledge of how best to launch into the niche you are researching. In his case he literally prints out the SERP on a daily basis and looks at the trends.
Keyword research is the next step and the Google Adwords Keyword tool is the first step. Using the competitor url will tell you how Google sees your main competition and what keywords are being bid on. Wordtracker and freekeywords are also a couple of tools Greg uses to come up with releavant and competitive keywords. Bidding keywords is one approach, bidding domain names, book titles, celebrity names tied to the niche with spelling variations on these categories round out the keyword research process. There are other tools available and you will develop some of your own over time but for just starting out, the readily available tools he suggests can work fine.
Once you have done the market and keyword research it’s time to launch and test.
The trick in all this according to Greg, is to think out of the box and avoid ending up on the same path to the sale as everyone else. Look for different versions of a niche to sell to a product. Look to sell on Yahoo and MSN when it’s appropriate. You might even start with Yahoo and MSN to test and scale before going to Google. In other words, be original in your approach and in finding the path to your customers satisfaction and pocket book.
Greg’s process is to establish a relationship. educate your customer, provide value and then close the sale. You will want to make an attractive offer up front, even give away up front, in order to sell a bunch of offers back end. The different ways to build your business include creating yuor own product, building a lead generation process, building a list to which you can make multiple offers over time.
Over time he suggested offering your serives to small businesses, pricing setting up a Google adwords account for $2500 and charging $500 a month to maintain it. Then building that over time into a more sustained and higher priced retainer as the business profits grow
The key to success is to be able to answer Who, What, Where, Why and When of affiliate marketing.
Who are the customers?
What are they looking for?
Where are they looking for it?
When do they want it?
When do they need it?
If you you do you research right, you have the answeers to those basic questions , you will succeed in your campaign.
The only thing left to do with all of this information, is to take action. With action there is no business. So go for it!
That is gist of Greg’s presentation. For those interested you can look Greg up Online and check out his offers.
Hope this was helpful.
May Your Travels Be Prosperous.