• Save
Internet Marketing Magazine 10-2012
Upcoming SlideShare
Loading in...5
×
 

Internet Marketing Magazine 10-2012

on

  • 643 views

Internet Marketing Magazine 10-2012 - Tạp chí Internet Marketing tháng 10-2012

Internet Marketing Magazine 10-2012 - Tạp chí Internet Marketing tháng 10-2012

Statistics

Views

Total Views
643
Views on SlideShare
643
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Internet Marketing Magazine 10-2012 Internet Marketing Magazine 10-2012 Document Transcript

  • october 2012JOIN US ONFACEBOOK > ELIMINATE FAILURE GRAVITY>LOWER PAGE 14ADWORDSCOST PER INCREASE >CLICK RATE CONVERSIONPAGE 28 RATE PAGE 19>LANDINGPAGE METRICS >RIGHT TIMEYOU NEED TO SETUP ANTO KNOW EBAY STOREPAGE 32 PAGE 23 >APPLYING OLD WORLD SERVICE TO NEW WORLD BUSINESSES PAGE 25 LIFESTYLE DESIGN WITH BLOGGING YARO STARAK >> THE ORIGINAL AND BEST INTERNET MARKETING MAGAZINE internet marketing magazine DESIGNED SPECIFICALLY FOR THE IPAD, IPHONE, ANDROID AND THE WEBoctober 2012 1
  • > INTERNET UPDATETHE STATE OF THE INTERNET In this section of Internet Marketing Magazine we cover the low down on what are the big plays that have happened online recently and how they affect you.iPhone 5 Thinner and Faster may not be worth lining up in the a smartphone, and one-third use rain for. their mobile devices to view newsThe latest shot across the bow in stories and video clips at leastthe mobile wars is Apple releasing Sorry About Our Maps once a week.their highly anticipated iPhone 5.The launch was similar to previous In it’s latest IOS update Apple re- That’s according to a survey by theiPhone releases with fans lining up placed Google Maps with its own Pew Research Centre’s Project forin the streets to get their hands on new Apple Maps. Testing this fea- Excellence in Journalism, whichthe new device. ture on a recent trip the Internet polled more than 9,500 adults Marketing Magazine team quickly from late June to early August. ditched the Apple Maps application and switched back to Google Maps Devices based on Google Inc.’s via the browser on our iPhone. Android platform are gaining mo- mentum. Pew found that just over Early releases of new mapping half of tablet owners reported products are never that great and owning Apple’s iPad, compared as a result Tim Cook, Apple’s CEO with 81 per cent a year ago. made a public announcement this month that the product fell short Forty-eight per cent now own an of their expectations. Android-based device, including Amazon.com Inc.’s Kindle Fire. The Internet Marketing Magazine team road tested the Kindle FireThe new iPhone 5 is 18% thinner in the last month and found it toand 20% lighter than the previ- be a disappointing user experi-ous version (iPhone 4S). In a move ence compared to the iPad as aunique to apple they have made tablet device. We believe the bestthe device 9mm longer but not way to look at the Kindle Fire isany wider so that it can easily still Mr Cook suggested customers use as a Kindle that also has a webbe held in one hand and driven competitors’ maps software in- browser. Kindle users who alsowith the use of the thumb. cluding the Web version from rival have Amazon Prime accounts may Google until Apple could improve have a different experience to ourWhilst everything is consistently its own mapping software. He testing.more ‘wow’ than previous re- didn’t say when or how that wouldleases one area where Apple still take place. Amazon Prime is an annual mem-needs work seems to be the bat- bership program that offers cus-tery life. Apple is claiming that the tomers unlimited Free Two-Daynew battery can last for 8 hours of Half of US Own Tablet or Smart- Shipping on millions of items, in-talk time. That may be acceptable phone stant streaming of thousands ofwhen the battery is new but once movies and TV shows and accessthe product is a year or two old Half of all adult Americans now to borrow a Kindle book everyand the battery has degraded it own either a tablet computer or month, including New York Times2 internet marketing magazine october 2012
  • Bestsellers, with no due dates. Facebook Release Sponsored Google Overtakes the Value ofThis service costs just $79 a year. Ads in Search MicrosoftIn a very clever marketing movefrom Amazon US customers who Facebook has begun launching its Sky news reported earlier thispurchase a Kindle Fire are now Sponsored Results Search Type- month that Google has surpassedgiven a free month of Amazon ahead ad unit it in the last few the market capitalisation of Mi-Prime. weeks, although it seems to be crosoft for the first time. This il- only in limited countries initially. lustrates the transition to a web- centric technology world fromGoogle Webmaster Tools now It lets marketers target users one dominated by personal com-More Pro-active searching for specific apps, Pag- puters. es, and Places and insert a linkGoogle’s Webmaster Tools is a into the type-ahead results thatvery valuable insight into the points to their own app, Page,way that Google views and crawls custom Page tab, or post. Busi-your site. Until recently it’s been nesses cannot direct users off-up to the Webmaster to check site with the ads yet, though theyWebmaster tools to see if any can appear above the top organicstatus changes have occurred. result making them powerful forGoogle have now changed their diverting traffic from competi-stance on this and will pro-ac- tors.tively email webmasters with no- A recent rise in Google sharestifications when their sites status meant the company was valuedchanges. The Internet Marketing at $US249.5 billion, while a slightMagazine team believe this is as fall in Microsoft stock gave thea result of the rise in volume of PC software maker a market cap-Malware on the web. italisation of $US247.8 billion.Below is part of the statement Google was founded in 1998 afterGoogle sent to all Google Web- graduate computer science stu-master tools customers in the dents Larry Page and Sergey Brinlast month. developed a new way of search- ing the internet.“To keep you informed about yoursite’s status Webmaster Tools Microsoft was founded by Billwill now automatically send you Currently Zynga (shown above) Gates and Paul Allen in 1975a notification email if there are and Match.com are running Spon- just as personal computers werecritical or important issues that sored Results. The ad units could starting to become widespreadwe detect with your site. allow Facebook to begin challeng- and became the world’s largest ing Google for search ad dollars. software maker after developingWe’ll only send you email for is- The one thing that appears to be the dominant DOS and Windowssues that we think have signifi- missing initially is Ad Relevancy, Operating Systems for PCs.cant impact on your site’s health because as shown in the exam-or search performance which ple above ‘Texas HoldEm Poker’ Both companies still trail behindhave clear actions that you can could be argued as being not rel- Apple, which has built a value oftake to address. For example, evant to ‘Marvel’. This may have over $US630 billion, largely basedwe’ll email you if we detect mal- a negative effect of making the on the amazing success of itsware on your site or see a sig- Facebook searches feel less accu- iPhone and iPad mobile devices.nificant increase in errors while rate to its user-base.crawling your site.” internet marketing magazine october 2012 3
  • From the Desk of the Editor Last month was an excellent month for Internet Important: We’re working on building the number Marketing Magazine with strong growth figures and of reviews we have on the Apple platforms so as to also the Leon Jay expert interview generating some keep dominant rankings in the search. If you are real interest from those marketers in the software getting good value from Internet Marketing Maga- business space. zine I’d really appreciate it if you could spare 1 minute of your time and click this link to give us This month’s expert audio interview with Yaro Sta- a quick honest review (click ‘view in iTunes’ then rak is now available in the members area. Yaro scroll down and click ‘write a review’, thanks :). provides amazing insight into his blogging business methodology and how he has leveraged that to cre- ate amazing work/life balance. Until next time… Wishing you the best of success online Existing members will have already received a no- GregCassar tification email with a link to the audio download. If you are not already a member please feel free to join the thousands who already are and register for it today at http://internetmarketingmag.net/ become-member/ Greg Cassar Internet Marketing Strategist & Editor – Internet Marketing Magazine4 internet marketing magazine october 2012
  • internet marketing magazine october 2012 5
  • > EXPERT INTERVIEW LIFESTYLE DESIGN WITH BLOGGING An Interview by Internet Marketing Strategist Greg Cassar Yaro Starak is a professional blogger and serial Internet Marketer. Yaro is one of the few mar- keters online who really walks his talk when it comes to lifestyle creation and living the true ‘4 hour type workweek’. Greg: Yaro, you are one of the few guys I know about having a website really started this whole who have gone from a student to a full time In- process off for me. I wanted to have a better web- ternet marketer without a traditional day job. site. I wanted to have a domain name eventually. Can you explain a bit about how you turned I wanted to be able to make my website look bet- your hobby into an income online at such an ter, so I bought myself a textbook so I could learn early age? how to do HTML. Then that lead to having a better website and then learning what it takes to grow Yaro: When you say it like that it sounds like it a website, get traffic to the website, get volun- happened overnight, but it definitely didn’t. I was teer writers as well – that’s how I had some of the at university and I got my first Internet account content for that site. They’d write reviews and from my university. That was back in the dial-up reports from tournaments they would go to play- days in the late 90s, and that’s when I fell in love ing this card game. with the Internet to begin with. Prior to that I re- ally wasn’t really a computer user. I read websites Really that was my stepping-stone to everything I and newsgroups; I was interested in hobbies at the did going forward. I learned about Internet Market- time. I was reading about tennis and a card game I ing 101, bearing in mind this was prior to Google, was playing called “Magic the Gathering” and just or Facebook or just anything that’s going on today taping into what was going on with the Internet. - it was really quite the Wild West sort of era. I did make about 500 dollars a month from that first website - eventually. It certainly wasn’t over- night. It took me about two years to get to that point. I then used that as a springboard to launch other websites and Internet businesses after grad- uation and managed to avoid having that full-time job. So it’s really just a case of maybe a little bit of timing, being in the right place at the right time, also having a passion for the Internet, and more important than anything else not wanting a full-time job. I was really adamant about not having to go somewhere from 9 to 5 on someone else’s dime. So it worked out. I eventually got to the point where I wanted to Greg: Your ‘Flagship online entity’ is the Entre- have my own website and I experimented with preneurs-journey.com blog. How did that come a few free tools; used that to start a card game about? website to begin with. I guess my natural curiosity6 internet marketing magazine october 2012
  • Yaro: The Magic website was fun from the United States, like the studies in my under graduate de-for three to five years. Eventu- pets.com etc. Then there were gree and their English was ter-ally I stopped playing the game good stories like eBay, actual rible, so I knew they really couldmyself, but I still ran the site; businesses that had real revenue benefit from this service. Theyenjoyed that and it was the dot. models making big money, and I usually had disposable incomecom boom era, so I was looking to wanted to get in. for that; anything to help themget to something with potentially get better grades was somethinga bigger up-side. Magic just isn’t I started lots of websites I could they’re willing to spend moneya large market in Australia, so I tell you a bunch that didn’t work on.was never going to get rich off of out, but the one that did even-it and I was losing interest in the tually work was a proof reading I grew it to the point where I wasgame. business called BetterEdits.com. living a sort of a two-hour work- I wanted to offer editing proof day scenario. I was making a fullSo, I looked at quite a few op- reading primarily for international time income having a team oftions. I brought friends together. students in Australia. We have a editors, editing and proof readingWe had meetings. We were see- lot of them. I’d done a few group the papers, while I was forwardinging all these stupid stories coming assignments with them in my own emails and doing search engine entrepreneurs-journey.com internet marketing magazine october 2012 7
  • optimization to get more traffic about that subject. So, I started you monetize a blog? I know to the website, as well as going writing about running the proof you have multiple monetization to university campuses and put- reading business, instead of using strategies in that space. Can you ting up posters to promote the it as a tool to market the proof please clarify for the Internet service. And that was my life for reading business. So it was more Marketing Magazine Community? quite a number of years at that blogging and style. I was talking time. about the day-to-day operations Yaro: By the time I’d built my au- and then I realized that what I re- dience and my blog up to about And it was in 2004, a couple of ally wanted to do was talk about a thousand subscribers – some- years after graduation that I was that sort of thing – what it means where between one thousand told by a friend that this thing to be an entrepreneur, what it and three thousand were coming called a blog was popular, it was means to run the website in an to my blog after about 18 months gaining popularity and also really online business, as well as some of blogging. So it wasn’t quick, good for search engine optimiza- of the experiences that I had had but I built up an audience and I tion. prior to that running offline busi- started thinking about my blog nesses too. less as a hobby, and more poten- The best way to learn, in my tially as an income stream at this opinion, is to do it, so that’s I bought a domain name. It was stage. what I did. I installed a blog on meant to be a hobby, so I wasn’t my proof reading business and I really thinking too much about I did some direct ad sales to spon- attempted to write about proof how good the domain was. I sors - paying me 50 to 100 dollars reading, which failed miserably, bought entrepreneurs-journey. per month to put a banner on my because it’s a very boring subject com. It’s a good brand, but it’s website. People would go to that that I personally wasn’t interest- a shocker of a domain name to page, see how much traffic I got, ed in. I was running a business spell. what advertising packages were about proof reading, but I didn’t available, send me some money care about writing about gram- Greg: I did similar things. Back through PayPal and I’d put their mar and spelling and things like then Google really wanted that banner up for a month, or how- that – not my strong point. stuff with the hyphen. That ever long they wanted to run it helped from an SEO point of view. for. That worked better. I started It’s not as relevant any more. to get 50, 100, 200 – even up to 300, 400 dollars from that during Yaro: So I started the blog as the first couple of years, which purely a hobby and eight years started to get better, certainly later now I’m still doing that. a consistent income stream. So that’s been very consistent and I sold the proof reading business. it’s always been always there for I sold the card game website. seven years. I’ve sold every under project I had at the time and became a The next thing I wanted to try professional blogger, and then a was, what’s called affiliate mar- professional teacher as well with keting. You get a special link having courses and membership that’s got your tracking ID in it, sites and products that I’ve sold and if a person reads the article, and doing email marketing and or whatever it is you publish and just building a really substantial clicks that link and then makes a information publishing business purchase, you get a commission. backed up by that brand. In my industry commissions are usually about 50 percent. It was difficult to get people to Greg: The most common ques- come and visit the site anyway tion about blogging is - how do I was a student of Perry Marshall8 internet marketing magazine october 2012
  • at the time. He had a very, and still has a very well You can do paid advertising. Buy some traffic fromknown eBook called, “Definitive Guide to Google Pay Per Click, Facebook or you can find niche web-AdWords” and it really was a leading book on that sites to buy ads from – that’s if you’ve got a budget.subject at the time. And he had a special packagethat you could recommend to your audience through The best methods today are, being innovative withaffiliate marketing, where you could buy the eBook your content creation. So, the people I see succeedand get some CDs for about 50 bucks – and I’d get 25 are very prolific and very consistent with multi-of it, or something like that. So I wrote a review and media tools, such as publishing videos on a regularrecommended it and I made no sales for the first basis with YouTube - which all go back to your blogcouple of days. I was really bummed out about that, & running a regular podcast - which goes back tobut then a few days later I got my first sale, and a your blog.few more trickled in. I may have made maybe fiveor six sales, so a couple of hundred dollars commis- What I’ve found for me is that worked early on wassions there as an affiliate, which opened my eyes doing interviews on podcast. I really enjoyed thatto a potentially another income stream, especially and it was a great traffic source too because theover time as I grew my traffic. people I interviewed – not all of them, but some of them would share the interview with their au-And those two were the main sources of income for dience, which would get people back to my site.me for a while – affiliate marketing and advertising. I’ve interviewed some people through my blog andI didn’t move on to what you’d call Stage 3, which that’s instantly grown their audience by 700 peo-is having your own product, for a number of years. ple, just from that one interview. So get yourself interviewed as well if you’re just starting up.Because of what was going on in the Internet Mar-keting industry, thanks to the product launch for-mula, I decided that I’m going to do a launch of amembership program on subscription. It took me acouple of months or so of work, but once I got outthe door I had 400 paying members and an extra tenthousand dollars a month in recurring income.So advertising, affiliate marketing and selling yourown products and services - Those are the mostcommon formats for monetizing a blog.Greg: One of the biggest issues new bloggers andmarketers come across is how to get attentionand how to get traffic on what is an ever morediverse Internet Eco system. Do you have keystrategies that you recommend for getting atten-tion and traffic to your sites?Yaro: There are things I did during the early dayswith my blog and they work OK. Nowadays they’renot going to grow your traffic really quickly, but youdo it often enough for long enough, they do work.That’s just simple things like leaving comments onother blogs; participating in online forums, and ina forum you can have a signature, which is the linkback to your own blogs - you spend enough time in aforum and build a profile there and people will startlooking at your website as well. internet marketing magazine october 2012 9
  • The real trick I believe to getting you’re basically just selling some- end date actually psychologically exposure is just to do things that one three payments, so it’s not makes it more likely people stay are interesting and then finding really that continuous a continu- in your program. I think the actual places to tell people about what ity income stream in that regard, ongoing subscription services are you’re doing. A lot of the prob- you still have to keep bringing in great for software services like lems people struggle with, with new people. AWeber where you go, “I need to traffic is the fact that their con- keep using that for my business”. tent sucks to begin with. They’re In my own experience I launched So it really does depend what just not being innovative, not do- with the very first offer of what you’re selling, who you’re selling ing things that are interesting. you might call, an open-ended to and that’s how you have to de- If you’ve got a story about how program. I knew I wouldn’t do it cide. you made a million dollars in one forever, but I didn’t tell my au- weekend – that’s really interest- dience when it would end. I was But as an instruction for peo- ing. People are more likely to want thinking about 12 months. I had a ple who are teaching a course, I to know about that. But if you’re massive drop off, so my attrition would definitely make sure you just writing about how you made was quite large and I obviously tell people when the end date ten dollars selling one eBook, a lot was looking for ways to solve that is. In fact, if you can even make of people do that - so, it’s not as problem. a shorter time frame nowadays, exciting. So, it’s all about doing people don’t want to spend six something unique, but it doesn’t Later I wanted to test the theo- months going through a course – always have to be about money. ry that if I make it a course and 30 days is probably more realistic, have a specific end date, then I so you might just want to have a Greg: You mentioned before could push them to the comple- payment plan on a 30 day product. about you moved into the prod- tion of the course. So, I changed In fact that’s what I saw recently uct space. I know you had some my 12 month plan to a 6 month with Andy Jenkins. He had a video good success with membership course and doubled the price for course which you get basically in sites. Have you found the mi- the second lot. So I was originally one month - the course can be cro-continuity model to convert at $47 a month, I changed it to paid for with two thousand dollars better than open-ended sub- $97 a month, which meant I ba- up front, or you can go all the way scriptions? And what are your sically could sell people in and down to $97 dollars, or $197 dol- thoughts on the recipe of a win- it’d be like they’d be staying for lars over 12 months to pay for it. ning membership site? 12 months anyway, because it was So, you get the payments over a double the price. period of time, but they get the Yaro: I find it seems to depend on course quickly. It’s about testing what you’re offering. Most people So, that worked really well. The really. I don’t think there’s an an- I speak to, even if they have an attrition rate dropped significant- swer that fits everyone. open-ended membership site they ly, and even when I had people have a life cycle seems to average cancel and say, “I want out” I’d between three and 12 months as tell them, “Well listen, you’ve the life cycle I keep hearing peo- only got two or three months left ple quote. before you’ll have this program complete, and you’ll have life- Greg: What I hear across a whole time access to the material, so if bunch of different industries is you don’t stay in then you’re go- that three months is very much ing to stop at wherever you’re at the average. now and you won’t have access to a complete program”. That saved Yaro: Yes, which if you think about quite a few people from leaving. it, people rave about how it is so great to have all of this continued So I think if you’re teaching some- income, but at the end of the day thing, a shorter timeframe with an10 internet marketing magazine october 2012
  • “ I was reallyadamant aboutnot having to gosomewhere from “9 to 5 on someoneelse’s dime. internet marketing magazine october 2012 11
  • Greg: I know you are a big advo- So, I think the important thing is cate of the 80/20 principle and to find where you get the most creating true leverage in your leverage from your own personal business and lifestyle. What do motivation. Whatever it is that you think you are doing differ- gives you an audience that keeps ent in this space to give you time coming back, because you know and opportunity to travel etc you’re going to keep doing that, that others maybe are not? and then you have a platform. Yaro: The most important thing, So you have to pick something. which is the thing I’ve done from If it’s online, then you can’t get day one is to build an asset that out of building some form of as- I’d maintain long term. My blog set, whether it’s a mailing list, or is that. You called it “My Flagship a website. I honestly recommend Website” and it’s really true. The you should be building an email Entrepreneurs-journey.com blog is list as a bare minimum online as a platform. Without it everything a means to keep communicating. else I’ve done afterwards would But if you do that, writing one not have as much an impact. I email to your list is literally an wouldn’t be able to build my email hour a day job, so once you have list. I wouldn’t be able to launch a list you could have a successful courses. I wouldn’t be able to do profitable business on one hour a affiliate marketing, or have an on- day’s worth of work – and it’s por- going advertising income stream. table, you can take it anywhere you go. And it’s the same with I’ve always committed to writing the blog. I’ve written my blog all or publishing something on this around the world. I’ve made mon- blog for the entire eight years, ev- ey as I’ve travelled. So, it’s all ery single week. I know it’s there about having the platform, your for me so I don’t have to worry asset to leverage. Once that’s in about things. It doesn’t take much place it becomes a lot easier. once it’s been built. It’s probably more than a two hour a day sort Greg: How can our readers and of job at the start. You really do listeners find out more about need to put in the hard work at your sites and your courses on- the beginning to build up your au- line? dience. But once you get to a cer- tain point, you’ve got some nice Yaro: The domain name is too search results coming in – like with hard to spell, so I tell people to my site 80% of the traffic is organ- Google my name, which is ‘Yaro’. ic and I don’t have to do anything Thankfully my name is unique so to keep having 50 to 100 people there is not a lot of competition keep join my email list every day. out there and I’m number one And that’s because I wrote reports ranked in Google for that. You’ll and I wrote heaps of articles so find my Entrepreneurs-Journey. they get Google results and the com blog that way. There’s tons of fact people keep finding me every great podcasts and articles from day, new people – and that allows eight year’s worth of me writing me to get leverage, so my time is about information publishing and no longer used in that aspect. blogging and doing launches.12 internet marketing magazine october 2012
  • Make Your Website Easy to Read& Effective on all Mobile Phones internet marketing magazine october 2012 13
  • > BUSINESS SUCCESS HOW TO ELIMINATE FAILURE GRAVITY By Nick Cownie next time you grab your laptop or smart phone? • Bought an exercise machine from an info- mercial, and have it hidden away permanently under a bed somewhere? • Bought an info-product, training program, book or dvd set, and have it sitting on a shelf somewhere gathering dust? • Gone to a seminar, then came home with a mile-long to-do list that never again saw the light of day? • Been to a networking event, collected a pile of business cards (which now live in the back of a Here’s a prediction for you: If you don’t get Failure drawer), but never called any of the people you Gravity handled it will send you broke, make you met? fat, destroy your dreams, ruin your life, and ulti- mately kill you. Pretty harsh, right? I could go on for days with examples of Failure Gravity in action. And if you answered “yes” to just So what is Failure Gravity, and how can you tell if one of the questions above, Failure Gravity is most you’re suffering from it? definitely in action in your life too. Pop quiz… Have you ever: The Science and Psychology of Failure and Suc- • Bought a gym membership, gone for a week cess or two, then had a hard time motivating yourself to go? In my last article Why People Fail To Make Money • Decided to eat more healthy food, then Online I explained how my 17 year study into the found yourself tucking into junk food a week lat- critical distinctions between people who achieve er? massive success and people who fail miserably lead • Made plans to start saving money, only to me to discover a set of clear and consistent pat- spend all of your savings on a new gadget / gizmo terns. / holiday… • Planned to go to bed earlier, be an “early I refined these patterns into predictable blueprints riser”, then guiltily stayed up late and slept in for both Failure and Success, and created a sys- the next day? tem for making shockingly effective and efficient • Hired a life or business coach but not imple- changes to these blueprints in 7 minutes or less, mented their advice? detailed in my book 7 Minute Mindset. • Tried to lose weight and not come close to the goal you set yourself? Unlike most people who teach personal-develop- • Decided to stop smoking, and just kept puff- ment, I can’t stand wishy washy “self-help mumbo ing away? jumbo” and I refuse to teach it. Instead, everything • Told yourself you’d stop spending so much I teach is based heavily on science and psychology. time on Facebook, only to head back the very14 internet marketing magazine october 2012
  • During my 17 year mission to uncover The Success lose weight, save money or build an online inter-Blueprint, one of the most deadly patterns I found net marketing empire.is what I now call Failure Gravity – and today I’mgoing to explain how to eliminate it before it ruins Hysteresisyou. So how does this snap-back actually happen?The Mindset “Snap-Back” Effect The concept of hysteresis is a Greek word whichHave you ever noticed that sometimes you have translates to a “shortcoming”. It comes from thethe intention to make some changes in your life or word hysterein, which translates as “to be late” orbusiness but for some reason you just don’t follow “to fall short”.through? When you make a change, hysteresis takes placePerhaps you set new goals, you try to stick to your and the effects are not immediately noticeable.new routine, but before long you stop taking the There’s a time-lag between the application andactions you know you want to take and you don’t removal of the cause and its subsequent effect.end up getting the results that you want. When the results are not immediately noticeableI’ve seen it thousands of times with people from (i.e. you go to the gym for months before you seeall over the world – and it doesn’t matter if you’re any muscle gain, you need to diet for weeks be-trying to lose weight, or learn Google Adwords – fore you see any weight coming off, or you needthe end results are always the same; failure, re- to apply consistent SEO strategies for months be-gret, guilt, unhappiness, and wasted time and en- fore your site gets to page one of the search en-ergy. gines), often you don’t think that change is taking place and you snap back, just like releasing theWhen this happens I call it the Mindset Snap-Back stretched rubber band. In other words you end upEffect. where you started … at square one.Doctor Maxwell Maltz, author of the book PsychoCybernetics has this to say:“We all behave according to a picture or portraitthat we created about ourselves called our self-image”.Just like a rubber band, when you stretch yourself-image as far as you can beyond its normal lim-its it snaps back to its original size and shape whenthe force is released.Neither the elastic band nor your self-image cansustain the change when stretched beyond theircapacities. Failure Gravity and Success VelocityYour new behaviours can’t be sustained when theyare inconsistent with the picture you have of your- The reason the snap-back effect is so strong is be-self. The limits of your self-image snaps you backcause it’s harder to get change going than it is toto your old behaviour patterns. sustain once it’s in place. In classical physics this principle is called inertia, which comes from theThis is universally true whether you’re trying to Latin word iners (translated as idle or lazy). internet marketing magazine october 2012 15
  • Inertia is the first law of Newtonian physics. Isaac stick to your savings plan, drop a few kilos, cook Newton defined inertia in his Philosophiæ Natu- for yourself instead of eating out, learn to play ralis Principia Mathematica, where he states: an instrument, or grow your internet business – you have to overcome Failure Gravity. You need to “The vis insita, or innate force of matter, is a achieve lift-off and gain the momentum of Success power of resisting by which every body, as much Velocity. as in it lies, endeavours to preserve its present state, whether it be of rest or of moving uniform- How do you do that? Here’s a simple, 3-step for- ly forward in a straight line.” mula for eliminating Failure Gravity. How does this apply in your everyday life? Here’s a 1. Speed of Implementation simple example: For most people, if you’ve been going to the gym for a while it is easier to keep When you learn something new, or set a goal in going, but often the first few weeks are the most your life or your business, take action immedi- difficult. ately. Don’t stop and think about it. Put it into practice straight away. I call this Failure Gravity. Stick with it and notice that once you begin to If you don’t see immediate results, you begin to notice the changes, trusting that they’ve taken feel that you’re failing and the gravity of that place, you will arrive at the point where you pulls you back to square one. Unfortunately, this is want to be. human nature. Then it will only take you a very small effort The opposite of Failure Gravity is Success Velocity. to stay there. And if your action has taken you Imagine that instead of building muscle in the away from your desired result, be prepared to gym, dieting to lose weight, or running your SEO make small corrections to your course instead campaign, you are piloting a space shuttle. Failure of giving up altogether. As one of my mentors is Gravity is the resistance to your effort required fond of saying, “It’s easier to change direction to achieve lift off. It is much more than what is when you have one.” needed once you’re in space. As simple as it sounds, it really is that simple. It pulls you back down because you don’t notice all the tiny changes taking place. You also don’t The awareness and constant reminder that a notice the effects of those changes. change has taken place even though the results may not be immediately obvious can help you to The hysteresis (time-lag) between making the move through that vital danger zone where most change and getting the result causes you to feel people give up. that you’ve failed and the gravity of that failure pulls you back down to square one. So you write one blog post… SEO the hell out of it… then stop posting to your site. Or you try some Facebook ads… get burned by high CPC rates… then stop running your ad (instead of testing and measuring, and learning how to opti- mise your ad). In order to produce results and think at a higher level – where you can actually make more money,16 internet marketing magazine october 2012
  • 2. Spaced Repetition But if you answered “yes” to even one of the questions I posed at the start of this article, youYou can’t build a body like Arnie with one work- most certainly have subconscious blockages sabo-out. taging your success. They may be in the form or limiting beliefs, values conflicts, or what FreudAnd you can’t build an online empire with one called “parts conflicts”. Or it may be somethingsale. else entirely.No matter what your goal is; no matter what end- How long you choose to leave them there is up toresult you’re after… you must take consistent you. My personal recommendation is to get rid ofaction – meaning you have to do the same thing them as soon as humanly possible, and as fast asover, and over again – to have any chance at suc- humanly possible (and I think 7 minutes is prettycess. Consistent action is so important I dedicate fast!).an entire chapter to it in the 7 Minute Mindset. There you have it. Follow this simple 3-step plan,Spaced repetition kills two birds with one stone. eliminate Failure Gravity from your life and you’llFirstly, it makes you better by reinforcing what finally be able to consistently achieve the goals youyou know, what you’re learning, and what you’re set yourself in your internet business. Which is whydoing. you’re reading this magazine in the first place.Secondly, it makes your results better becauserepetition creates a pattern, a groove, a new Nick Cownie“path of least resistance” that allows you to be is Australia’s super-fast mindset change expert, author of ‘The 7 Minute Mindset’,more productive, and achieve more in less time. and in-demand speaker, coach and mentor to entrepreneurs all over the planet.3. Eliminate Your Subconscious Blockages Nick is known for his unconventional approach to rapid mindset improvement,Subconscious blockages are insidious because you sales strategy and lifestyle business design. You can secure 2 FREE tickets to Nick’s 3-day livecan’t see, hear, or touch them. You may not even event “The Success Blueprint” on 9th to 11th Novemberknow they’re there. on the Gold Coast, QLD Australia by going to http:// thesuccessblueprint.com.au/imm/ internet marketing magazine october 2012 17
  • 18 internet marketing magazine october 2012
  • > CONVERSION 4 SIMPLE WAYS TO INCREASE YOUR CONVERSION RATE By Zeke CamusioGetting a lot of quality traffic is essential to your Zopim is a great live chat tool that is also very af-website’s success. But if people visit your website fordable (they even have a free plan).and then leave without buying anything or submit-ting their contact information, what’s the point?The conversion rate of a website is the percentageof visitors that perform a given action (it couldbe completing a purchase or filling out a contactform, for example.)These are four easy ways you can increase yourconversion rate.Live ChatSelling in person isn’t that hard. You get a chanceto listen to your customers and overcome theirobjections. But online, when people leave yoursite, you have no idea why. That is, unless you’retalking to them. And, live chat is the best way todo this. internet marketing magazine october 2012 19
  • Surveys thought that comes to mind, such as “I can’t find the sweaters on this website” and “I wonder how Surveys are great because you can ask for specific much shipping is.” feedback about your website. These are my two favorite questions: My favorite tool for usability tests is UserTesting. 1. How likely are you to recommend XYZ to your friends? (I love this question because peo- A/B Testing ple only recommend products they truly like.) There isn’t a better way to know for sure what 2. How can we make XYZ better? (In this ques- works than running a test. A/B testing allows you tion you’re already implying that XYZ could be to test different elements on your site. Here are better and it forces people to think about how it some examples: could be better.) • Offer: Does $10 off or 10% off work best? • Calls to action: “Buy Now” or “Add to Cart”? Red or blue button? • Layout: testimonials at the top or on the side? • Images: a baby smiling or a picture of your product? My favorite tool for A/B testing is Optimizely. If you’re looking for an advanced tool to gather user feedback, check out GetSatisfaction. If you want a simpler tool for basic surveys, try Survey- Monkey. Usability Testing Usability testing is extremely powerful. This is how it works: tell someone who’s never been to your website before to complete a certain action (like “buy a red sweater for your sister”) and watch them as they do it. Zeke Camusio is a serial entrepreneur who has built and sold three successful businesses. Zeke is the author of The Internet Marketing Bible and CEO of The Outsourcing Company, an Internet marketing agency with over 300 Tell them that you’re not testing them; you’re clients (including Chevrolet, Burger testing your website to find what people can’t King and Subaru). figure out and where they get stuck so you can fix those issues. Ask testers to say out loud every20 internet marketing magazine october 2012
  • internet marketing magazine october 2012 21
  • 22 internet marketing magazine october 2012
  • > EBAY WHEN IS THE RIGHT TIME TO SETUP AN EBAY STORE? to worry about any of these things before they’ve even established a solid sales flow on the site. eBay’s official recommendation on this is that sell- ers should not even think about opening a store un- til they have at least 25 or more listings on eBay at all times, but I would venture to go a bit further.For most people, starting an eBay business is very Based on my 8 1/2 years of experience working atexciting. The desire to have a successful, thriving eBay and being an eBay Powerseller, I recommendbusiness and make lots of money right away can be that new sellers wait until they have been sellingoverwhelming. This makes some new sellers go a for at least 3-6 months on eBay as well, and untilbit overboard in the beginning, trying to tackle too they are already generating at least $500 a monthmuch too soon. As a result, many of these sellers in sales.burn out early on in the process and never succeedat all. At this point, you may be wondering whether or not you should ever open a Store at all. The answer toOne of the primary ways new eBay sellers often that question is a resounding “YES”, for many rea-take on too much is by opening an eBay store (or sons, most importantly the following:eBay shop, if you live in the UK) as soon as or soonafter they start selling on eBay. This is a big mis- Benefits On eBaytake and an even bigger waste of money. Openingan eBay store soon after you start selling on eBay islike trying to run before you can walk.Some new sellers get confused, thinking that hav-ing an eBay store is the equivalent of selling itemson eBay, that the two are identical, when that’s 1. You’ll have a unique, personalized and cus-completely incorrect. In other words, they think tomized section of eBay just for your listings tothat they have to open an eBay store in order to be presented to potential buyers.list items for sale on eBay -- again, that’s totallyinaccurate. 2. You’ll be able to develop your own brand, including a color scheme, theme, logo, and for-There are many, many eBay sellers who don’t have mat for your Store, to become more memorableeBay stores, and who are still very successful at sell- and recognizable to other eBay users, particular-ing on eBay. In fact, having a store won’t do much ly buyers.in and of itself to help sell your items or improveyour sales. That’s not the purpose of an eBay store, 3. You’ll be able to have a Store header atnor is increased sales a normal result of opening an the top of all of your item descriptions thateBay store, unless by pure coincidence. includes links to some of your Store products/ categories/pages, your Store logo and/or colorThere are many facets, features and aspects of an scheme, and even a search box for buyers toeBay store that justify its monthly subscription fee search all of the items in your store right from anand which can greatly enhance your eBay business, item page for one of your listings.but new eBay sellers should not be taking the time internet marketing magazine october 2012 23
  • 4. You’ll have access to many addition- stantly be improving it to obtain more and more al advertising and marketing tools and traffic and site visitors which will then turn into techniques,including the ability to create Pro- more and more buyers, purchases, sales, and motional Boxes to display prominently on your money for you. main Store homepage, announcing new items, specials, sales, or featured products. 4. You’ll have several different buttons, links, icons, logos, etc. you can use outside eBay to 5. You’ll have an email mailing list for which promote your store and drive attention and traf- eBay users can sign up and opt in to receive pro- fic to it. motional emails, newsletters, etc. from you, all of which will include links to some of your cur- 5. You’ll have several promotional tools avail- rent listings so people can essentially buy your able to you so you can print store-branded busi- items right from their email inboxes! ness cards, promotional flyers, email templates, etc. and market your store both online and of- 6. You’ll have several different buttons, links, fline. icons, logos, etc. you can use to promote your store and drive attention and traffic to it. 6. Last but definitely not least, you’ll be given a toll-free telephone number to contact eBay- Benefits Outside eBay Stores Support, which is a luxury non-Store sell- ers don’t get unless they become a Powerseller, 1. Having an eBay Store is one of the most ef- instead of or as well as having a Store. fective methods of obtaining exposure for your listings outside of eBay. There are many fea- tures included with an eBay Store that can pro- vide greater prominence to your listings within the search results on Google, Yahoo and other search engine websites, and many of these don’t exist within regular eBay listings. For example, the Search Engine Keywords feature within “Man- age My Store” gives you the invaluable opportu- nity of determining your own keywords and meta tags for Google indexing. 2. Along with that, there are certain sections of your eBay Store that are highly searchable on the internet, even more so than your Store The main thing to notice and remember about all in general, and you can optimize those aspects of the benefits listed above is that they are all sup- of your Store quite easily to improve your rank- plementary tools, benefits and resources to help ings in the search results on Google, Yahoo, and improve your eBay sales, but they won’t be very other search engines. One of the most notable of helpful to you unless you already have developed a these is the custom pages you can create, which solid, effective listing strategy and a healthy sales are considered extremely content-rich and thus, success rate. highly searchable. SaleHoo 3. You’ll have a FREE subscription to Traffic SaleHoo is an online wholesale directory and community Reports, which measures how many people visit for online traders, eBay sellers, and traditional retailers. your store, where they came from, what they SaleHoo has a huge directory you can use to find a looked at/clicked on within your store, what key- wholesaler, dropshipper or manufacturer for pretty much any product you can think of. words they typed in that took them to your store, SaleHoo provides a vast array of training materials, etc., so you can continue refining and streamlin- customer support and community activity to help online ing your store pages, keywords, etc. and con- sellers get their businesses off the ground.24 internet marketing magazine october 2012
  • > CUSTOMER SERVICE THE BENEFITS OF APPLYING OLD WORLD SERVICE TO NEW WORLD BUSINESSES By Tony McAuslanI was struck recently by a headline in the Business you were seated, no matter how busy, carafes ofSection of a major newspaper stating that “Old- water and baskets of freshly baked bread would beFashioned Service is Bringing Customers Back”. whisked to your table along with the menus.The article was about how one of Australia’s larg-est retailers had been forced to admit that recent Most of his staff had been with him for ages, andefforts to slash costs by trimming floor staff had they knew the regular patrons well. Which meanshad an immediate and devastating impact on their that in between serving there was a running pa-shop floor figures. Interestingly, its online business ter of enquiring how their business, or their grand-wasn’t looking too crash hot either. children, or their latest building development was going; or how much better their new hair styleTo me, this sort of statement falls into the ‘bleed- looked, or how much better the dog looked sinceingly obvious’ category, but apparently not to those the operation – or whatever. The fact is, he madehighly paid executives who are currently running sure the wait staff treated the customers like fam-this iconic retailer. Any old-world retailer worth his ily, and the customers lapped it up.salt would be able to readily identify the corre-lation between bad service and falling sales; andthose of you who are presently moving your retail(or for that matter ANY) business into full-boreweb mode would do well to grasp the fact that be-ing online does not enable you to abdicate yourresponsibility for delivering outstanding customerservice.A number of years ago, there used to be a well-known café down in Sydney’s trendy Double Bay. Itsowner was a Hungarian immigrant, and as they sayin the Big Apple – what this guy didn’t know aboutcustomer service was nobody’s business. In otherwords he was a master at it. And when it came to ordering, nothing – and I mean nothing - was a problem. If you wanted poachedHis business was built on the foundation that as eggs with smoked salmon, even at 10.30 at nightfar as the customer was concerned, NOTHING was – no problem. If you wanted poached eggs witha problem. From the minute you caught a waiter’s smoked salmon AND a scoop of pistachio ice creameye, you felt like you were being looked after. If sitting on top of it – no problem. If you ordered anthere was a wait for a table (and there usually was), ice coffee but asked them to put in 6 extra scoopsyour waiter would keep you updated every few of chocolate gelato, it was not a problem. If youminutes. If you were a regular, the wait staff knew wanted the peas and carrots separated into alter-your table preference and would do everything in nating rows on the plate – it was not as problem!their power to get you your usual table. As soon as internet marketing magazine october 2012 25
  • I don’t know where he got his wait staff from, but a returning customer, they are immediately warned they had been trained not to blink an eye at your of delays or stock shortages, their omission when order, no matter how detailed or bizarre. Nobody filling out an order form is flagged instantly (rather ever said, “Are you sure you want ice cream on than having to wait to get to the end of a form and your eggs?”, or “Sorry, we don’t do breakfast af- then being told to go back – one of my bugbears!!), ter 11.00am”. Or more importantly – “We’re gonna they are whisked away to the section of your site have to charge you extra for those scoops of ge- they regularly visit (rather than having to navigate lato”. through endless pages), and once there, the site al- lows for flexibility in ordering, shipping or payment methods, then there is a good chance you are well on your way to building a successful site that is un- derpinned by great customer service. While price will continue to be an issue in the on- line space, I can assure you that survey after survey will reveal that consumers are ALWAYS willing to pay more for good customer service. Believe me, there is no point in saving hundreds off that new double door fridge if the people you bought it off can’t even guarantee it will be delivered to you. Incidently, that clever Hungarian café owner would regularly sell his business off to some enthusiastic You see, what the café owner had worked out was buyer who would ignore the basic tenant that un- that his clients, mostly fellow immigrants who had derpinned the whole thing. You would always know done extremely well financially, just wanted to be it had changed hands when you got there at 11.30 served exactly what they wanted, and were quite on a Saturday morning, only to be greeted by an happy to pay for it. unfamiliar face and be told that “Chef doesn’t do breakfast after eleven”, (what, they lock the eggs You could order anything you liked, and an extra in a safe?), or that there would be a charge for put- charge would be discreetly added to the bill, and ting a scoop of ice cream on that chocolate cake. everybody was happy. In the old days, the first thing you learned in Busi- After about 6 months of bad service and sales in ness 101, was that the price is soon forgotten if free-fall, the original owner would buy it back at the product meets or exceeds expectation. On the a greatly reduced price, wheel in the old staff, other hand, if the product or service is unsatisfac- and the regulars would flock back again in droves. tory, there is a perception that you have been over- Makes you wonder, doesn’t it? charged – at any price. So how does this apply to my new world business, I Tony McAuslan hear you cry? Well consider this – if your customer’s is a Director of The Interim CEO - a strategic experience when visiting your website is one of be- consulting business that specializes in ing kept waiting, ignorance of their needs, inflex- providing marketing and fund raising advise ible ordering and a feeling of disdain for them as a to start- up companies . He has successfully launched a number of international start-up regular customer, there’s a pretty good chance they businesses in both Australia and the U.K. Tony won’t be coming back. can be contacted by email on tmcauslan@ hotmail.com If, on the other hand, they are warmly greeted as26 internet marketing magazine october 2012
  • internet marketing magazine october 2012 27
  • > ADWORDSHOW TO LOWER YOUR ADWORDSCAMPAIGN KEYWORDS’ AVERAGE COST PER CLICK RATE By Angelos Papaioannidis AdWords is such a sophisticated platform, that in order to fully understand it and be able to use it ef- fectively, you’ll not only have to read up about it, but also have a good hands-on experience. It’s that complicated because there are numerous targeting options and because they have many system rules for pricing and ranking the ads. Google takes many factors into consideration and combines them into one score, the Quality Score: each keyword we target gets one. We eventually want most of our main keywords to reach a Qual- ity Score of 10 in order for us to have great expo- sure. At the same time, we will be able to get more quality visitors on our website at the least possible expense. Having 2-3 ads for every AdGroup we create is a necessity. We’ll have to leave them running for a There are many things we can do to decrease the few thousand impressions in order to see which ad cost per click, so let’s get started! performs better, then keep that ad, and test again with a new ad. 1) Increase the Click-through Rate of our Ads Our CTR tells us how many people click our ads What is a good “click through” rate for Adwords? out of every 100 times our ad is displayed. When we create advertisement texts or images for our I can’t give you a precise number on what CTR you campaign, we’re trying to appeal to the visitors of should aim for because every language and every Google and intrigue them enough in order to click niche has a more engaged audience or less. As a the ad and see what we have to offer. Ad creation rule of thumb, my record CTR is 14% and I always is a mixture of art and science because there are try to optimize my campaigns until I reach at least so many things that you can do to make your ad 2-3%. perform better or worse: one article alone is not enough for me to explain! We have to test different Why CTR Plays an important role on the price approaches on our ad’s copy, and see which one we’ll pay per click? performs better. For example, having a college/ university website to promote, we can focus on Let’s take as an example two companies, company explaining to the viewer the advantages that they A and B. will gain from attending that particular college or get them nervous that there’s no time to lose – Company A has a 2% CTR as an average and pays if they don’t make that decision, the competition 25 Cents / Click. will leave them behind. While this example is a bit Company B has a 9% CTR as an average and pays extreme, you get my drift! 10 Cents / Click.28 internet marketing magazine october 2012
  • At a first glance, someone would at the beginning, will save you a That would make Google lookguess that Google would pre- lot more in the long run! You’ve good since the ad would be aboutfer company A because it pays got to try it ;) leather couches and the landing15 Cents per click more (more page would be exactly that andthan double the price company B not the main page. Doing that willpays). But that’s where we would help you increase your qualitybe wrong! score a lot! It is given that if you make the AdGroup about leatherGoogle has a “pool” of visitors couches you should also createsearching on its search engine a specific landing page that con-every single day. For these visi- tains everything about leathertors Google wants to maximize its couches so that the whole experi-profits; therefore, it doesn’t just ence for the visitor would be verylook at how much each company optimized. Google loves that.pays per click but pays much moreattention to how much money it 2) Keyword Relevancy and Land- HUGE TIP: Creating differentcan make per 100 impressions ing Page Quality AdGroups, landing pages and(different pages seen). Therefore Google cares a lot for its reputa- ads for each group of keywords,in the end… tion and therefore, pays a lot of gives you another great advan- attention to the Keyword Relevan- tage against your competition.Company A pays Google 50 Cents cy. If for example your ad is aboutIt is very likely that when some-per 100 Impressions dog training and the landing page one searches for a keyword con-Company B pays Google 90 Cents you take your visitors when they taining “leather couch”, your adper 100 Impressions click the link talks about some- title or text will contain those thing else, even slightly close exact words since you have cre-Therefore Company B’s ads will (e.g. dog food), Google gives a ated an AdGroup about it, so thisbe displayed first, and the qual- lower quality score to that key- text will appear as bold text,ity score of company B’s key- word. The more the keyword is increasing the likelihood of thewords will increase. So if compa- far from the subject of the land- visitor of Google to click yourny B lowers the click price from ing page, the worse your Quality link dramatically, and not some-10 cents to 6 cents, it will still be Score will be. one else’s that couldn’t be both-shown first in the ads and profit ered to create many AdGroupsmore from people visiting their Case Study Result: I once tried to and landing pages ;)website. That’s why raising your bring in people with the keywordad’s CTR is THAT important if you “image hosting” to a games site.want to lower your costs. The cost per click was calculat- ed to $5 per click. If my site wasHUGE TIP: Apart from testing dif- actually about Image Hosting, itferent kinds of ads, one great tip would cost less than 10 Cents /that works amazingly well for my click.campaigns is to pay more thanneeded in the beginning of each Solution: We should try to cre-campaign. For example, if for an ate a different AdGroup for everyad to be shown, 30 Cents per click group of keywords that we have. Landing Page Quality is the qual-are needed, I’d pay 50 or even For an interior design retail store ity of the code of your landinga bit more on some days. This we would create one AdGroup page together with all the tagswould make my ads appear first for Leather Couches (containing and images etc. The basics of On-almost always, and therefore get all the possible keywords around Page SEO apply here. Also keep ina good CTR from the beginning. leather couches), one for interior mind that the less HTML and CSSSo spending some more money lighting, and so on and so forth. errors your site has, the better. internet marketing magazine october 2012 29
  • 3) Landing Page Load Time fore control every aspect of my Last but not least, what also af- The time it takes for a site to load campaign perfectly. fects the prices that you’re going has lately become very important to pay for your ads is your: for Google. And it’s makes sense: when someone clicks a link from 5) Competition Competition is another HUGE fac-6) Current Account Standing tor on how much we’re going to Lately Google has incorporated pay for every click. It’s logical another metric determining how that when a keyword is targeted much you will pay for your ads. by many Advertisers, it will be Your account history. If your ac- more expensive than one that no count is completely new it will one targets. take some time to get things started. The same happens if To check your competition, the your old account had many ex- Google to another domain, espe- easiest thing to do would be to periments, many ads rejected, cially if it’s an ad, he/she doesn’t go to Google and search for our banned keywords and low CTR want to wait a lot for the page main keyword. See if all spots campaigns. to load. Subconsciously the wait are taken or if there are avail- makes the user “unhappy” and able ones. If not, the keyword CASE STUDY: Having a very old that is transferred to Google’s is ours for the taking! (there’s a AdWords account and learning image. If the page is loading chance that a keyword that we by doing mistakes, when Google fast, that will give a small boost enter with no advertisers won’t tweaked their algorithm to in- to our Quality Score. The easiest be available because it has low clude this metric, I wanted to and fastest things we can do is search volume). create a new campaign. As you to choose a good host and cache can imagine it wasn’t performing your pages. great but since the new campaign was very targeted and generally The countries we target play a very good campaign, all it took an important role on how much was $400-500 in clicks to bring we’re going to pay per click. It’s back my account to a normal sta- logical that a visitor from US is tus. going to cost a lot more to tar- get than a visitor from Greece. Doing all of the above will really help you understand how pricing HUGE TIP: What I’m doing when works and how you can benefit I want to target many countries Solution: If you’re on a competi- from a good quality score. If it’s is to make a campaign target- tive market we can easily out- worth starting an AdWords cam- ing USA and Canada, then repli- perform our competition (once paign for your website, use the cate the whole campaign with again) by going for long-tail key- above advice and start outper- AdWords Editor and change the words. Long tail keywords are forming your competition! countries targeted to make the those keywords are keywords second campaign target the good that are not searched that often European countries. Last but not but they get some searches per least the third one will target the month. These add up to a good Angelos Papaioannidis rest of the world. sum if you gather up many of is an Internet Marketing Consultant, Social them and one thing is for sure, Media Manager and Doing the above, I am able to people who search with long tail Business Development change my pricing according to keywords are much more focused Expert. You can find the countries I target and there- and ready to buy! more about him at http://moneytized.com30 internet marketing magazine october 2012
  • > ADVERTISEMENTinternet marketing magazine october 2012 31
  • > LANDING PAGE METRICS THE FIVE LANDING PAGEMETRICS YOU NEED TO KNOW By Sally Lowery Analytics matter but not every marketer knows tion performance. We also added additional best where to start – especially when it comes to land- practices to improve these key metrics and industry ing page analytics. In our most recent infographic, benchmarks. we’ve outlined five critical analytics you should know when assessing your landing page optimiza- Check out the infographic below.32 internet marketing magazine october 2012
  • Sally Loweryleads ion’s marketing team and is focused on developing interactive marketing programs forboth customer acquisition and retention. With a keen knowledge of search engine marketing,digital advertising, and demand generation, Sally brings over 14 years of professional marketingexperience, including more than 8 years in the leading-edge marketing technology space. internet marketing magazine october 2012 33
  • Important: Become a member today and you will be notified the instant Your Free new episodes of ‘Internet Marketing Magazine’ become available... 24 Month You will also receive access to the Members Area for video training, Subscription expert interviews, eBooks, webinars and much more… is Valued at $311.88 Register your details now at & Now Includes Members Area Access http://InternetMarketingMag.net to get access to the Members Area, the Webinars, the Expert Interviews & all Back Issues’ Experience the Benefits of the Internet Marketing Magazine in your life this year If you have enjoyed this edition of ‘Internet Marketing Magazine’ please head along to http://www.facebook.com/ InternetMarketingMagazine and click ‘Like’ or ‘Share’ to share the message with fellow switched on marketers, business owners and entrepreneurs> 34 internet marketing magazine ADVERTISEMENT october 2012