Heya, I know I’ve been
sending a lot of “heavy” content lately…
Technical stuff about
PPC, ad writing, and keyword intent blah blah.
So, promise today the
content will be light.
What I really wanted
to discuss is going to have to wait for another day.
See, I’ve come up with
a new method for doing PPC that systematically increases lead numbers DAILY
without ANY guess-work…and lowers lead cost…without split-testing!
It’s a little heavy,
so I’m saving that discussion for some other time.
Someone asked me
recently about TRACKING technologies.
“Jim,” she said. “How
can I track my leads ALL THE WAY to the sale?”
I said, “It’s
impossible and you shouldn’t really bother with it.”
Don’t track sales?
Yes…look, a few years
back, I was SO anal about tracking every single thing I could.
And I bugged the
affiliate program owners for MONTHS to fix their sales tracking. It was so
simple, I even sent them the code to do it.
But they just never
got around to it. Even though I was the only affiliate bringing in over 1000
leads per day.
Anyway, so I made do
with the tracking they did have.
And like the
systematic tester I am, I began DELETING every keyword that did not show a
After two months, the
Leads were pretty much
Overall ad spend remained
Sales were NORMAL. No
more, no less.
So what DID change?
My commission was down…it
dropped to less than HALF!
The REFUND rate was at
an all time high–and I could not be paid on sales that were refunded.
And here’s why that
The sales tracking I based
deleting adgroups on was showing ONLY keywords that resulted in immediate sales.
The trouble with ALL
multi-step sales tracking is that it is UNRELIABLE.
It can only be
implemented with cookies or emails.
And yet, many people
don’t buy with the same email they sign up as leads with.
If that’s not enough
of a reason to ignore sales tracking, then how about the fact that COOKIES can
only track a customer purchase on the SAME device and browser they used to sign
up to the sales autoresponder!
Meaning, if someone sees
your ad on their iPhone, clicks it, signs up to your autoresponder, then a few
days later while reading one of your sales emails on their laptop decides to
buy… you will not know which keyword got the sale for you.
So there will always
be productive keywords in your traffic efforts that GET sales but fail to register
in ANY tracking software.
And if you delete
those keywords unknowingly you’ll also delete the sale.
Exactly that happened with me:
Before my delete-spree,
most sales were coming from leads who bought 4 or more days into the email follow-up.
Their decision to buy was not on IMPULSE. It was a decision thought-through.
Amongst the keywords deleted, I had mistakenly
got rid of keywords that gave those “after follow-up sales”.
Leaving behind and
paying for JUST the keywords searched by people who historically bought on
This SOUNDS cool … as it meant I got a ROI on my traffic
But those were the
same people whom later regretted their hasty decision to buy and requested a
No–that’s just dumb.
So ever since, I ignore
sales tracking, even if it’s available.
Instead, I focus on STUFFING
my mailing list with LEADS…lots and lots and lots of leads.
Those are better
tracked to keywords…very few people if any click an ad then use another
computer to look at and sign up at the landing page.
Besides, you can guarantee if a keyword-ad combo produced a lead, sales would have come from one of those keyword-ad combos so you’d never delete them.
I assume that as long
as those people are on my list, reading my emails, I will one day eventually
convert leads to buyers.
A rule of thumb is that a good customer–one who
doesn’t buy on impulse or refund–makes a buying decision within 90 days.
Traffic package helps you stuff your newsletter with LOTS of leads who want to
read your emails whenever you send them.
And then the emails we
write for you are designed to warm your readers up to you so they eventually
buy and put commissions into your pocket…
Use the link above to
sign up for your own Done For You Traffic campaign today!