Are you in a really competitive market?
I mean, BRUTALLY competitive…
You know, where traffic is expensive, but the returns are extremely high when you make a sale?
One of your fellow subscribers emailed me a few minutes ago–he’s selling in the cut-throat MORTGAGE niche.
For him, a sale is worth at least $1,600 on the low-end.
But he’s also spending $73 per lead. 🙁
means, if he doesn’t make a sale within 20 leads, he spends his entire commission before he’s even made the sale.
So he yelled out, “Jim. HEEEEEEELP!”
A few things stood out immediately…and MOST people in these competitive markets make the same mistakes.
First, his “cost per click” was well over $4.
Of course, when you use the Traffic KickStart method like I do, you never even look at that number. But when it’s this high, it’s a dead give-away you’re NOT using Adwords the right way.
NO BODY should be paying $4 per click! No matter how competitive your market is.
And if you are paying that kind of money for a stupid little click, please STOP and learn to advertise correctly.
This is a symptom of OVER-targeting (more in a sec).
Secondly, the lead count was only 10. And this is out of 160 clicks or so.
His ads (which I hadn’t seen) attracted 160 people…and of those…150 people didn’t do what he wanted.
A symptom of BAD targeting.
Unfortunately, these errors are common and they are the traditional way people have been taught to use Adwords.
Google is a machine that’s designed to serve YOU…advertiser or searcher.
Give it a goal with parameters, and it will deliver.
But know this:
Parameters are restrictions or constraints in accomplishing the goal.
Like, “Get me lots of traffic” is a goal.
If you then say, “I’m only interested in traffic from Kansas City”…then you’ve just added a constraint.
Some constraints are good and necessary…
But the machine is always looking for ANYWHERE it can get some “wiggle room”…and then takes an efficient path you’ve left open.
If you didn’t meant to leave that path open, you’re going to get some undesirable results!
Suppose, you’ve got all sorts of targeting on the traffic, and the only “wiggle room” is in your ad budget or your cost per click bid. You can bet your butt Google’s going to take it.
So if you don’t WANT to spend $4 per click, don’t bid $4.
But guess what?
You’ve just added a new constraint.
The more constraints you add, the harder it is for the machine to give what you want.
Oh what a headache haha!
But not really…
See, Google is the Ferrari of traffic…but most marketers insist on just pushing it around on neutral with the brake half up.
They choke it where it shouldn’t be choked…and they give it wiggle room where it’s not in their best interest to give it wiggle.
And THAT is the trouble when humans drive a machine they don’t know how to drive. They make things that shouldn’t go wrong, go wrong.
Machines don’t make mistakes. They do exactly what you ask.
And what i discovered is that the only way to run people is to give them processes that are mechanically simple. Steps that don’t require anyone to use judgment, experience, or intelligence.
I needed to train interns to help me with client work…and they screwed up A LOT!
So I invented the Traffic KickStart method.
With this method, I let Google do most of the heavy-lifting.
My interns only had to follow the same simple steps I teach to YOU in Traffic KickStart.
You don’t have to create a new landing page…
…Your landing page could be performing a LOT better without changing a word.
You don’t have to increase your ad budget…
…You can get more clicks, better quality, and cheaper while leaving your ad budget exactly as is.
All you have to do is feed Google your goals correctly and it will find you responsive traffic, or cheap, no matter how awful your offer is.
You can learn to do this inside the amazing Traffic KickStart here:
See you inside!