Six NEW YouTube Practices to Grow Your Business
Read these six YouTube practices to staple into your brain the lessons you learned from Lurn’s YouTube tip sheet last week.
We at Lurn have used video marketing intensively over the past few years to build our company. Using video marketing, we have strengthened our partnerships, taught our students better, and attracted many customers.
You can now do the same by following these simple steps.
More Bang for the Buck – Optimize PPC Campaigns
The whole idea of optimization is to make your advertising dollars produce more traffic and more conversions, and thus put more money in your pocket. Google has plenty of money. There’s not much point in giving them any more than you have to.
With just a little patience, dedication, and applying these tips to your PPC advertising campaigns, you really can get more bang for your advertising buck.
Choose Keyword Matches Wisely
Google really loves it when you choose the “Broad Match” option. THEY will make a lot more money. The fact is that choosing the “Broad Match” option means that your ad will be displayed many, many times, and you’ll get many, many clicks for which you will pay Google. But not many of those clicks will convert into sales.
Choosing “Phrase Match” or “Exact Match” will result in fewer impressions and fewer clicks, but the clicks are much more likely to convert to sales. Fewer clicks + more sales = More bang for the buck.
Develop a Meaningful Relationship with Negative Keywords
Adding a long list of negative keywords to your PPC campaign will prevent many clicks that will not result in sales. For example, if you don’t offer “warranties” or if you aren’t giving anything away “free,” those words need to be added to your negative keyword list. If you sell “red widgets,” then “blue widgets,” “green widgets,” “yellow widgets,” and “purple widgets” are all negative keywords.
Reduce the number of clicks on your ads by adding to your negative keyword list. Use negative keywords to get fewer clicks + more sales that will equal more bang for the buck.
Make “Educated” Bids
Your keyword bid will determine your ad’s position. If you bid too low, your ad will be so far down the food chain that you’ll be invisible. On the other hand, if you bid too high, you’ll go broke in an amazingly short period of time.
The only surefire way to get your bid “right” is to test, test, test, and then test some more. We’re back to keywords. Use Google Analytics to find out which keywords are actually producing traffic that converts into sales. Big higher on high-performing keywords and lower (or not at all) on junk keywords.
Use All the Tools You Have
Using Google’s Search Query Reports can give you real insight into what words people are using to search, and if they are relevant, or not, to the content of your site. And Google’s Keyword Conversion Tracker is invaluable.
Learn to use Google Analytics to get more bang for your advertising buck.
Think! Optimize! Remember the formula:
Fewer clicks + more sales = More bang for the buck.
ROI Tips for Affiliate Marketers
You hear it over and over again: the most successful online marketers test everything and track everything. So why aren’t you? Tracking ROI isn’t just for affiliates who buy traffic. With a little ingenuity, you can actually track ROI for all types of marketing.
The first step, though, to is be sure you actualy undertand the formula for calculating ROI. Here’s the rough but simple one we use at Affiliate Classroom:
(Gross Affiliate Commissions – Expenses) / Expenses x 100
As you can see, you’re basically:
* Subtracting your expenses from your revenue. That gives you your net profits.
* Diving your net profits by your expenses and multiplying by 100 to turn it into a percentage (that’s what the “x 100″ is for).
Depending on the type of marketing you’re doing, here’s what some typical ROI calculation might look like:
($3750 Gross Commissions – $1400 Ad Spend = $ 2350 Net Profits
$ 2350/ $1400 x 100 = 167% ROI
Article Marketing Campaign
$1850 Gross Commissions – $625 Outsource Expense = $1225 Net Profits
$1225 / $625 x 100 = 196% ROI
Email Marketing Campaign
$4875 Gross Commissions – $2150 Campaign Costs = $2725 Net Profits
$2725 / $2150 = 126% ROI
Of course, to calculate ROI you need data – specifically data on your expenses and your conversions. Tracking expenses is relatively simple with PPC, since it’s easy enough to see exactly how much you are spending on ads for every campaign.
But for article marketing, email marketing, and other forms of online marketing (such as blog or forum marketing), it’s vital that you develop a way to measure the cost of intangibles, such as the time you spend writing articles or managing JVs. (Read our article on “Do You Know How Much Your Articles Are Worth?” for ideas on how to track the return on your article marketing.)
To track conversions, the ideal secanrio is to work with merchants who support conversion tracking. These merchants will set up your AdWords or other conversion tracking code on the “thank you” page, making it ultra simple for you.
But realistically, many merchants still don’t support conversion tracking, so you’ll need to use a third party tracking tool. Hypertracker is inexpensive and easy to set up, and if you take advantage of all of its features, it can actually calculate your return on each campaign.
Over and over again, we see affiliates starting new campaigns in new niches without trying to improve the conversions on their existing sites. Yet it’s not that difficult to achieve significant growth in sales, IF you know which links, ads, and campaigns result in the most sales. It usually takes less time to take those under-performing campaigns and remodel them after your winners.
So if you need motivation, simply ask yourself whether you’d like to sell twice as much as you do right now with a minimal amount of additional effort. In most cases it’s much easier to optimize an existing campaign — by tweaking your landing pages, headlines, ad copy, titles, and resource boxes — than to start and test a new campaign from scratch.
Next in this series… update those “aging” sites!
Other posts in this series:
7 Golden Rules of Successful PPC
#1 – Get Focused, Think Narrow. When you’re paying for every click, a one size fits all effort just to get your website some “exposure” is guaranteed to do one thing: break the bank. PPC campaigns that zero in on specific, targeted objectives – like getting opt-ins or generating click-throughs to a specific product – are always more successful.
#2 – Do EXTENSIVE Keyword Research. Sure, broad-based keywords such as “golf clubs,” “dresses,” or “cars” are searched more often. But the bids for such terms will also be through the roof and rarely generate sales. Focus on more specific, niche-oriented keywords in two, three, and four-word combinations, and keep trying to think of related keywords. They’ll always tie in better with specific searches made by a buying audience.
#3 – Work Hard on Your Ad Copy. Ad writing is part science and part imagination. It’s not easy to write ad copy that adheres to Google’s standards AND grabs the attention of a searcher with a problem or a passion. So put yourself in the searcher’s shoes. What are your audience’s hot buttons? What’s driving them to search those keywords?
#4 – Test! Ad copy, display URL, placement of keywords in your ad, landing page layout and colors… test all these things and focus on conversions and ROI (Return On Investment). Be prepared to let the marketplace tell you what combination generates the highest conversions.
#5 – Forget About Number One. Decisions, decisions… how much to bid? There’s no “right” amount or magic formula, but obsessing about being number one is a waste of effort and money. Being number two through five will get your ad “above the fold” on most user’s screens, and that’s what really matters to start. If your click-through rate is sufficient, Google will bump up the placement of your ad.
#6 – Think Conversions, Not Clicks. PPC marketing is a business model. So from a business perspective, it’s not about the clicks, it’s about the sales. Does your visitor sign up for your newsletter? Does the visitor make a purchase? Of course you have to focus on click-through rate to keep your ad performance acceptable in Google’s eyes, but what matters to YOU is whether your ads turn into sales, or sign-ups, or leads. If clicks are high but conversions are poor, look for the cause.
#7 – Watch Your Budget. Beginners aren’t the only ones who need to monitor their ad spends. In today’s PPC environment, you usually have to lose some money on a campaign in the early stages – That’s the price you pay to discover what really works. But once it’s working, it’s just smart business to check your campaign reports daily and keep a close eye on conversions and ROI.