Tạp trí Internet Marketing Số 08 - Feb 2012

FEBRUARY 2012

Magazine
InternetMarketingMag.net

RAISING
VENTURE CAPITAL
RE-MARKETING
ADWORDS

5 WAYS
TO BOOST SALES
FACEBOOK
LANDING PAGES

JONATHAN MIZEL:
TRAFFIC MASTER

ADWORDS CAMPAIGN
PERFORMANCE
Facebook.com/InternetMarketingMagazine

The Original and Best Internet Marketing Magazine Designed
Specifically for the iPad, iPhone, Android and the Web

THE STATE OF THE INTERNET
From the Desk of the Editor

Welcome to the February ‘State of
the Internet’ address for 2012. The
Internet is the fastest changing communications media in the history of
mankind. It’s very hard to keep track
of all this stuff yourself. In this section
we will keep you up to date with the
very latest of what is happening online
from the big players in the marketplace. Here is your snapshot summary
of the changes from the big movers
and shakers online in January 2012.

on both Android and iOS (iPhones and
iPads). Thanks to the rapid growth in
active smart mobile devices worldwide from an estimated 509 million
last year to an estimated 914 million in
2012, Google’s mobile ad revenues are
expected to more than double from an
estimated $2.5 billion last year to $5.8
billion in 2012 (see chart).

The change will expose Google+ profiles, as well as posts and photographs
uploaded to the network, to hundreds
of millions of search users whether or
not they have Google+ accounts.
Google is calling the changes ‘search,
plus your world’ and in theory it’s
about giving more relevant results to
you the searcher, but there certainly
does seem to be an element of forcing
people who want additional rankings
on Google to start making Google+
listings so that their social network
gets the user adoption that they are
after.

Google Mobile Ad Revenues in the
Billions
Cowen and Company analyst Jim
Friedland estimates that Google is
generating $7 per year from each
smartphone (and tablet) in Mobile
Advertising. This includes both search
and display advertising in mobile apps

FEBRUARY 2012

Apple has made a massive play into
the textbooks and book-publishing
arena’s with a new tool called iBooks
Author which will enable any Mac user
to download the free iBooks Author
App and create a book and publish it
to the iBookstore.
This amazing new app allows you
as the content creator to create visually appealing Multi-touch books
for the iPad without needing to be a
developer.

Google Forcing the Adoption of
Google+
Google made changes to their
search algorithm this month to give
results from their Google+ social
network a whole lot more exposure
in the search results.

iBooks Author

For content producers this provides another platform to get your
message in front of anyone who
has an iPad.

Google Mobile

As a percentage of Google’s total
revenues, Friedland estimates that
mobile grew from 3 percent in 2010
to 7 percent last year and will almost
double again to 13 percent in 2012. By
2016, he expects mobile to be a $20
billion business for Google, and represent 26 percent of its total revenues.

Zappos.com Gets Hacked
On Sunday the 15th of January Zappos
CEO issued an email to his employees
stating that the Zappos network had
been hacked.
The database that stores the customer
credit card details was not affected or
accessed.
The next step was the big one of informing their 24+ million customers
about the incident and asking them to
set a new password for their accounts.

Measuring the Business Impact of
Social Media
Social media is not a once off investment, but rather a long term strategic
channel that, when integrated with
other marketing efforts, allows brands
to connect with users over time.
Results of a recent survey conducted by WildFireApp.com found social
media efforts to be both valuable in
their ability to grow brand awareness
and increase dialogue with customers.
Their November 2011 study of over 700
marketers from all around the world
revealed the following:
•
97% believe social media marketing benefits their business
•
75% intend to increase social
media spending this year
•
Brands move through a
3-phase approach with social media
efforts. Firstly grow the Fan Base,
then Engage the Fan Base, then
Engage the Fan Base, then Monetize
the Fan Base. Most have been focussed on the first 2 phases.

INTERNET MARKETING MAGAZINE

1

The figure shows visually the main Social Media Benefits
concluded from the survey.

Such sites may not rank as highly going forward.”
“We understand that placing ads above-the-fold is quite
common for many websites; these ads often perform well and
help publishers monetize online content.
This algorithmic change does not affect sites who place ads
above-the-fold to a normal degree, but affects sites that go
much further to load the top of the page with ads to an excessive degree or that make it hard to find the actual original
content on the page.

Social Media Benefits

Mobile Overtaking The Web
More consumers will access the Internet by mobile devices
than by desktop or laptop computers by 2013, projects
analyst Mary Meeker of investment bank Morgan Stanley.
She also projects that mobile commerce will account for
nearly 2% of all US retail sales by late 2012 while web retail
will account for 5-6%.

This new algorithmic improvement tends to impact sites
where there is only a small amount of visible content abovethe-fold or relevant content is persistently pushed down by
large blocks of ads.”

From the Desk of the Editor
This is the second issue where we have changed releases
from bi-monthly to monthly, so you can expect to get your
Internet Marketing Magazine fix more regularly now as of
roughly the 7th of each month.
You will now find the new full Jonathan Mizel Traffic Master
Interview audio in the ‘Audio Expert Interview’ section of the
member’s area. Jonathan’s knowledge of traffic is amazing
and he shared with us a heap of great resources he’s using for
buying dirt-cheap traffic on enormous volumes. It’s free, so if
you haven’t been sent your link to the member’s area please
feel free to sign up for it today at http://internetmarketingmag.net/become-member/

Mobile Overtaking the Web

Too Many Ads ‘Above the Fold’ now Penalized by Google’s
“Page Layout” Algorithm
From Google’s post on it’s Inside Search blog this month:
“We’ve heard complaints from users that if they click on a
result and it’s difficult to find the actual content, they aren’t
happy with the experience. Rather than scrolling down the
page past a slew of ads, users want to see content right away.
So sites that don’t have much content “above-the-fold” can be
affected by this change. If you click on a website and the part
of the website you see first either doesn’t have a lot of visible
content above-the-fold or dedicates a large fraction of the
site’s initial screen real estate to ads, that’s not a very good user
experience.

FEBRUARY 2012

I am very excited to be getting conversion expert Bret
Thomson on the next webinar sharing his exact formula for
winning video sales letters. So for those who are members
keep a look out for an email from me about that one.
Until next time… Wishing you the
best of success online

GregCassar

Greg Cassar

Internet Marketing Strategist & Editor
Internet Marketing Magazine


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Empower people around the world with a $25 loan

FEBRUARY 2012


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NON GOOGLE TRAFFIC MASTERY
Jonathan Mizel is a traffic and conversion master, with his origins online back in 1993. He specialises in media
buys of all sizes and all types, as well as publishing the online marketing newsletter. Jonathan also runs a successful marketing agency and information publishing business. Jonathan lives in Maui and has created a true
Internet lifestyle for himself.
areas - can you tell us a little
bit about your story.
Jonathan: Well, I was an insurance agent for many years and I
had a friend who was an information technology guy, back in
the early 90’s and he turned me
on to bulletin boards.
This was pre-internet and I
thought to myself, this looks
like an interesting new marketing channel, but at the time
there just wasn’t a lot of commerce going on; things were
very new.

Internet Traffic
Greg: I’m very excited to have Jonathan Mizel with us today.
Jonathan: Thank you. I am so incredibly honoured to be
part of the magazine and also really just delighted at what
you’re doing Greg.
Greg: You’re living in Maui are you?
Jonathan: That’s right. We live in up-country Maui. I moved
here back right around 2001; came here and actually I was
here on vacation before and my girlfriend at the time said,
“Can we move to Maui?”. I think she was joking. And I said,
“Sure”. You know, I thought about it and I thought why not?
We can live wherever we want, we’re an Internet business and
we do like it here - and we’ve been here for now going on 11
years.
Greg: You’ve been successful online for many years and
you’re well known, especially the traffic and conversion

FEBRUARY 2012

And then he took me to my very
first Internet seminar in 1993
and we got a demonstration
of something called an auto
responder, which I had never
seen before. Of course, we all
know what an auto responder
is now, but this was so revolutionary. And I said to myself,
“Wow! We could put a sales letter on there.”
And then the commercial Internet hit right around that time
and I packed in my job by giving my notice and I started
working with some small desktop publishers and other
businesses. I started writing this newsletter for my friends
and other people involved in the marketing and technology
business, which ended up becoming ‘The Online Marketing
Letter’.
From there I went on the road and started training people.
With a couple of friends of mine we went off and did almost
170 seminars, all over the United States, getting people involved with the internet, with marketing - with the whole
digital universe and the digital advertising space. It was
very exciting, but it was so new that of course we were really
making up the rules as we went along - which most of them
turned out to be OK.


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Greg: Many Internet marketers are
purely focussed on both AdWords
and Facebook, and pretty much everyone’s fishing in that same pond,
but as we both know the number of
places to buy traffic, especially display
traffic, is virtually unlimited. What is
your thoughts on other cost-effective
traffic sources where smaller ‘up and
coming marketers’ can buy traffic, especially on a pay per click basis?
Jonathan: Well, I want to actually start
with Google, and at least give them a
few props - and that is, if you are in a
category that Google does not hate,
and you have never been kicked off of
Google, and you are not in a restricted
type of space, and you are not openly
using squeeze pages, or any of the
things that they really don’t like, you
know their traffic really is some of the
best.
The problem occurs when people run
up against them and the pricing either
becomes ridiculously high and so you
can’t make a profit, or pretty much everything that we teach people about
getting more traffic and getting more
conversion and actually creating a
more cohesive experience - Google
doesn’t like.

When I think about it this way, which is
a much better way to think about it than
the scarcity approach, every morning
Ad reps and Ad Managers have to wake
up and decide how they’re going to sell
all their space that day. So, what they
do is, they become part of networks.
It’s really simple supply and demand,
and supply has gone far larger than the
demand, at least in the last few years,
and I think that the real opportunities
are out there in non-Google, and even
non-Facebook traffic - especially for
people looking to scale up.
Some of the networks that I like to buy
display ads on of a pay per click ad unit,
are Pulse 360, which is really very open
to going on a CPA basis. Although you
are competing with a lot of smart advertisers, so in order to get into that
realm with them you really have to have
a good offer that really does convert.
I really like a network called AdKnowledge.com. They have a tremendous
amount of inventory, including non-US
inventory, and they are willing to go on
a performance basis. Certainly they
can work within the CPC realm.

If you can use Google, I think it’s great.
But a lot of people discover that it
doesn’t quite work for them.
What we’ve seen and especially over
the last three or four years, is a huge
explosion in display. One of the main
reasons that that’s happened is the
number of web pages that are available
for advertising - it is huge.
You take all the websites out there and
all the YouTubes and all the small sites
and medium sites and the video sites,
and the gossip sites, and the lyric sites,
and all the news sites, and you just
have tremendous trillions and trillions
of impressions every month, and every
morning.

FEBRUARY 2012

tap into through Ad Buyer and then
- even Google has a remnant ‘DoubleClick’ type of remnant inventory that
you can tap into there as well.

adbuyer.com

AdBuyer, (which was recently purchased), has access to some of the
exchange inventory, which is the
excess remnant inventory. Yahoo has a
network called, or an exchange called
Right Media Exchange, which you can

adknowledge.com

Greg: If you’re using DoubleClick
do the same rules apply as normal
‘Google rules’. I know some people
steer away from DoubleClick for that
reason, because all of a sudden they’re
fishing back in the Google’s pond, and
you are thinking ‘are they going to be
a big brother to me and tell me what I
can and can’t do’ - that sort of thing?
Jonathan: They didn’t at first. In fact,
the joke we used to make was, ‘if you
get kicked out of Google just go to
double-click and there’s some nice Ad
Rep who will gladly take your money’.
Now the Google culture has definitely
gone downstream to the double-click
team. If you’re banned from Google
you might not get into double-click in
terms of - you certainly wouldn’t be
able to grow on an unlimited basis. But
if you’ve got no issues with Google; you
haven’t been banned, then I think that
double-click is still a good way to go.
Greg: I know you do a lot of display
advertising. Do you have any good
design rules that you always make
sure that you include when designing banners so that you get a good response?


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Jonathan: Well, the universal rule that we follow, which has
been the case for many years, is your banners should either
fit in, or stand out. And I don’t mean a little bit fit in, I mean
absolutely look like part of the web page. And more and more
sites are saying, “You cannot have a graphic that looks like a
link. You cannot knowingly take the look of our website and
design a banner so that it looks like a search box”, or something like that. But you still can on a lot of these B level sites
where the sites are still open to this.
And then in terms of things that stand out, I really want to
explain what I mean by that. Banner advertising is by and
large what we call ‘pattern interrupt based advertising’. In
other words nobody voluntarily says “I’m going to go out and
click on some banners today” and no one goes on the internet
and says, “I wonder what kind of ads I’m going to see”.

Nerd Internet Surfer

Animated ads like the belly fat ad can work well because they
stand out.
A weird picture on the banner can work well. The weird
picture makes the person look and then they look at the
headline and then they say they’re interested, and then they
click through, and that’s how you would really use these kind
of pattern interrupt based banners to really get attention
and get people clicking.
Greg: Yeah, absolutely. I think we’re pretty much on the
same page there. We buy a lot of display for our clients and
we test a lot of banners. We study the adult industry as far as
what they’re doing, because they’re generally ahead of the
game with the hand drawn and all that sort of stuff.
Something that we’ve done recently that’s worked well is
using Facebook’s colours and their look and feel on banner
ads and we’ve found that that really has pulled well, because

FEBRUARY 2012

everyone has had exposure to that site and can associate
with it.
One thing we’ve found is it’s not just about getting a click.
It’s really about the effectiveness of the offer. And we’ve even
tested different traffic sources and tracked and measured, so,
not just which traffic sources resulted in the most leads, but
then watched it over a three or six month period and which
traffic sources resulted in the most sales. Because sometimes
we might have a traffic source that pulls insane amounts of
leads, but then when we look over the three or six month
period and find it didn’t really pay for itself, or it wasn’t really
that special, but traffic source B over here, it was just incredible because that’s where the buyers are.
Greg: Now for a little bit of traffic acronym bingo. One
thing about traffic and media buys, there certainly is a
lot of acronyms. So like many marketers are familiar
with CPC, (Cost Per Click), where they only pay on when
someone clicks on the ad. Are you able to share with the
Internet Marketing Magazine community what CPM, CPA
and CPS are and ultimately when you would use these different models?
Jonathan: Here’s a simple way to look at it. On one end of
the spectrum we have CPM, which means ‘Cost Per Thousand Impressions’. That’s what the networks want to sell
you, because they have a lot of that, and so they are more
than happy to sell you impressions. But there’s absolutely no performance basis with CPM at all. It is just - it’s like
buying space in a magazine or buying space on a web page,
or buying a billboard. It may work, but it may not work. It’s
based on the number of impressions and absolutely has no
performance matrix.
On the other end of the spectrum you’ve got CPS, or ‘Cost Per
Sale’, which is really just a straight affiliate program. On one
hand you’re going to - I’m going to pay you for each impression and then on the other hand I’m actually going to give
you a percentage of each sale. Maybe we’re selling a hundred
dollar product and I might give you fifty or sixty dollars of
that.
The next model is CPA (Cost Per Action), and that is a where
we pay every time a real person comes to a real website and
fills out a form of some sort (the action).
I think that as advertisers generally we want to be focused
more on the end where’s there’s more performance. And
then if you’re a media seller and you happening to be listening to this, well you want to be more focussed on the CPM.
You want to sell what you’ve got. And if you’re an advertiser
you want to pay only on performance.


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And another one that we’ve been using recently, very successfully as a matter of fact, is called SiteScout. They’re out of
Canada and are a very much DSP with a tremendous amount
of inventory available.
Greg: What you’ve shared with us today Jonathan is just
gold; your knowledge in this space is amazing. I personally
have been a student of yours for roughly two years. I’ve got
both your ‘Half Cent Clicks’ course, as well as your ‘Traffic
Evolution’ course, and I really got a lot out of that one. How
can our readers and our listeners, who really are pretty
much all over the globe now - how can they find out more
about you, but also your products and services so that they
can buy this sort of traffic on these sort of scales at the sort
of prices that you and I do?

sitescout.com

Greg: Re-marketing is something that’s sort of been around
for around two to two and a half years now and really is a
game changer. For those who don’t know, it’s re-marketing
where someone visits your site and effectively you cookie
them, and then as they travel around a particular display
network your banners show up time and time again. We’ve
had great return on investment for re-marketing and we
certainly do implement it from a Google side for pretty
much across all our clients.
A lot of other display networks, where we talk to them
about re-marketing, they want us to buy a display campaign and then they’ll put re-marketing in as part of it.
They won’t just sell us a re-marketing campaign. Has that
been your experience, or have you found ad networks with
large connections that will just sell you effectively a remarketing cookie that you can then buy traffic on a pay per
click basis?
Jonathan: The most important thing is just to have networks that are large enough so that you can get the distribution that you need, because when you’re running a re-marketing campaign you’re only dealing with the people who’ve
been cookied, based on having visited your site, or somehow
visited one of your properties. And so I like to look at just
the very - the biggest networks or the biggest exchanges and
sources for getting re-marketing traffic.
And outside of Google another one we have used is advertising.com, which is the AOL network. There’s a tremendous amount of inventory there. And then there are two
really decent demand site platforms (DSP’s). The first one
is AdBuyer, which I have mentioned before - it can give you
access to both Google and also the right media exchange,
and also some of the other network traffic.
FEBRUARY 2012

advertising.com

Jonathan: I think probably the best thing to start with for
most people who are interested in getting involved with
media buying and non-Google traffic sources is traffic evolution and you can just go to TrafficEvolution.com. We’ve got
30, 40 I think maybe even more resources listed in there and
you know, we have updated the course now two, three times.
We try to keep it fairly evergreen and in the parts that do
change we really do keep those updated.
And then there’s Half Cent Clicks, which is really more of a
junky traffic, but we’ve found that you can make pretty good
money out of junky traffic, especially if you’re selling business opportunities or things that normal networks won’t
take. And then you can go to cyberwavemedia.com, which is
our agency site and just see what we’ve got there. Like I said
we don’t really take on new clients; we haven’t for a while, but
you never know.


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THE LOWDOWN AND DIRTY ON
RAISING VENTURE CAPITAL FUNDS
By Antony McAuslan
you can do to ensure that you don’t come out battered and
bruised from the experience. First of all, it’s important to
consider what a VC firm is looking for when considering
an investment. Here’s what I call their ‘Hot Buttons’ –
•
•
•
•
•
•

Raising Venture Capital

There usually comes a time in the life of every business,
where organic growth does not provide enough critical
mass to put your business on a trajectory course that will
enable you to become a major player in your industry. This
means you will inevitably require an injection of outside
funds.
If you require funding in the region of $25k - $100k, you’re
probably better off looking for an ‘Angel’ investor. Which is
usually defined as high net worth individual who is interested in buying in to a business with which he has some affinity, and wherein you will get an uplift from both his cash
injection and his experience and contacts.
However, if you are looking to seriously grow a business and
are seeking somewhere from $1m - $5m, then you will most
probably need to consider talking to a Venture Capital firm.
Even with the current global financial crisis, there are still
plenty of cashed up funds out there looking for good businesses – the trick is to put your business in the best possible
shape in order to ensure that your business is of interest to
them.
Having had to deal with a variety of international venture
capitalists, first as a business founder and CEO, and then
later (having gone over to the dark side) and having actually worked for some of them, I can tell you that while there
is no easy way to guarantee they will put money into you,
there are a number of things you can do to ensure they will
be attracted to your business, as well as a number of things

FEBRUARY 2012

Growth Sectors
Killer Applications
Relevant Market Experience
Barriers to Entry (for potential competitors)
A Global Market
A Streamlined Business Model

I always tell clients upfront that if their business does
not have most of the items on this list then they are basically wasting their time and money chasing VC funds. So
just to break it down:
Growth Sectors – They are looking for businesses that
are already in hot topic markets or emerging areas. So
if your idea is to create another version of Google, EBay,
FaceBook, Youtube etc., you’re probably not going to
get much interest, because all of these are considered
mature markets already.
Killer Applications – This means ideas or products that
have the potential to turn a market on its head. Ideas
that solve problems or save money are often of interest.
Relevant Market Experience – It’s a well-known fact
that VC’s will often invest in the people, as much as the
idea, and therefore they usually look to what sort of relevant industry experience the key people in the business
have. If you claim to have developed a killer application
for dentists, but no one on the company is one or has
ever worked for one, then you are going to have a hard
time convincing them that you understand the industry
you are trying to break in to. This can often be overcome
by putting someone senior from within the industry on
your Board or management team.
Barriers To Entry – This means you are either so far
ahead of anybody else in your idea development, or that
another potential competitor would have to spend large
amounts of time and money to ever catch up. But if your
idea is to sell veggies online – I don’t like your chances
of exciting anyone. Unless of course you have an online
veggie business that already sells to 30% of Australian


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consumers – then you might be in
with a shot.
A Global Market – In the same vein,
unless your business is ‘scalable’ –
in other words it has an application
world-wide, you are also unlikely to
attract much attention. The VC model
is to invest say $1m in 10 different
businesses, fully expecting 8 of then to
fail. But those other 2 that survive are
expected to go on to become $100m
+ companies. And if your business is
just aimed at say women looking for
shoes in Toorak, or people who collect
stubby holders, then it is unlikely that
you are ever going to get that kind of
valuation.
Streamlined Business Model – In
other words, how is the product or
service delivered to the customer and
(more importantly) how does the customer pay and how are the funds collected. A business model based on the
current Apple iTunes App Store model
is simple to understand. The customer
logs in, gives a credit card number, the
App is downloaded, Apple keep their
30%, and the developer gets the rest.
Simple. But you’d be surprised at the
convoluted business models I have
seen put up. VC’s have a very short attention span, so your business model
needs to be easy to understand and
realistic.
Okay. Assuming your business meets
most of the above criteria, the next
thing you need to do is to put together
a short Information Memorandum (or
I.M. for short).
Your I.M. should be no more than
about 25 pages and needs to contain
the following information – Executive
Summary / Market Snapshot/ Product
Overview/ Key Staff/ Business Model/
Marketing Plan/ Competitor Analysis/
Budget with Revenue Projections for
1, 3 and 5 years.
The Executive Summary is basically

FEBRUARY 2012

your ‘Pitch’. Which means it needs to
grab them by the throat from the outset
and keep ‘em reading. I’m sure you’ve
all heard of the concept of the ‘elevator pitch’ – which means you have to
be able to pitch your concept in its entirety in the time it takes a VC to take
the elevator from the ground floor up
to his office. A good pitch needs to be
constantly refined, but here’s my blueprint for a simple attention grabbing
pitch. I have used the term ‘Widget’ to
denote your product.

gence on their behalf, with the result
being them offering you a Term Sheet,
which sets out the term of the investment, proposed share holdings, obligations of all parties etc. And with that
serious cash injection, your business
will be off on a course to becoming a
serious global business.
In the next issue of Internet Marketing
Magazine I will share with you about
dealing with VC’s to ensure you got the
best possible deal.

“Widgets are one of the hottest products/ market segments on the planet
right now. In fact, the worldwide
market for widgets in 2015 is tipped to
be $X Billion, and by 2020 is expected
to grow to $XX billion. Up until now,
the biggest obstacle to obtaining/
using/ servicing/ producing/ disposing of widgets is Y.
Through my background in widgets,
I have developed a revolutionary
method / product/ service/ that addresses this problem.
I believe that using my method /
product / service would be a ‘Game
Changer’ to the widget industry, and
given the appropriate funding – we
could capture a large slice of this
market over the next 5 years. The attached I.M. provides more information about this exciting industry development.”
I guarantee you that a simple pitch
– either verbal or in writing – that includes the above information, will
garner enough interest for the VC to
want to read your I.M.
Once they’ve read it (and hopefully
decided that they want to know more),
you will be subjected to an endless
round of meetings wherein they will
try to get a sense of the founder’s management style , the business, and the
skills of the key staff. With a bit of luck
this will lead to some serious due dili-

Tony McAuslan is the epitome of a
modern day ‘Entrepreneur’. After
working for some of the world’s largest
companies in Advertising and then
Gaming, Tony launched his own startup business in 2001. Starting from a
base of only 3 staff, Tony raised over
$25m in venture capital and grew his
company to over 80 staff with offices in
Sydney, Los Angeles and London. After
exiting the company in 2005, Tony went
on to work as a Business Development
Manager for one of Europe’s largest
private VC firms, where he helped raise
over US$80m for a wide range of startup ventures. He now splits his time
between mentoring various start-up
firms, and consulting for clients who
are seeking venture capital funds. He is
based in Sydney and can be contacted
by email at tmcauslan@hotmail.com


10

7. Always provide an affiliate program for any product or

service you sell online. Without affiliates and JV
partners

(higher paid affiliates), I wouldn’t be where I am today.

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FEBRUARY 2012
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11

HOW TO USE RE-MARKETING WITH
GOOGLE ADWORDS

by Mike Rhodes

Remarketing
has existed in
the online advertising world
for a while now.
However
the
feature is fairly
new to Google
AdWords & still
causes a fair
bit of confusion
among
AdWords users.
In its simplest form, it’s a way to show ads to people browsing
the web – but only to those people who have already visited
a particular page on your website. The benefits are improved
ROI & more powerful search marketing strategies for your
business.
How does remarketing work?
To use Remarketing in AdWords, you first need to ‘tag’ visitors to your site. Then you’re able to show ads (on Google’s
Display Network) to those people & only those people. This
gives you a number of strategies.
The type of visitor you tag is entirely up to you. For example
you may choose to tag some or all of the following types:
•
all visitors regardless of which pages on your site
they visit
•
visitors that view a ‘category’ of pages within your
site (eg mens, womens & childrens; or, luxury, business &
budget)
•
only visitors that successfully performed an action
on your site (eg opted-in, bought, downloaded a pdf etc)
•
only visitors that placed an item in the shopping cart
but then abandoned the cart & left the site without buying
Each type of visitor is then stored in its own remarketing
list. You’re then able to market to individual lists, or even
combine lists for more advanced strategies.
You can even combine your Remarketing lists with other
AdWords features such as Geo-targeting, frequency capping,
image ads and more.

FEBRUARY 2012

A popular remarketing strategy
One of the more popular remarketing strategies is targeting
users who left your site without purchasing anything. Since
one of the most common reasons for not making a purchase
is price, why not target these people with a special offer &
either add value, offer a better bonus or discount the sale
price?
To set this up create two remarketing lists. The first is for all
your site’s visitors & the second is for your ‘buyers’. Google
will give you two different code snippets – one for each
list. Install the code on your site (eg snippet 1 on all pages,
snippet 2 only on the thank you page). Now target the ‘audience’ that consists of all visitors but not buyers.
Customise your creative
As with anything in marketing, you’re only as good as your
offer. So try different creatives for your remarketing campaigns. You already know which parts of your site they were
interested, so try cross-selling or up-selling related products
& services.
Once you find an offer that works, you can quickly roll out
new text ads with variations on that theme & even add new
image ads if your budget allows.
Another great feature is that you have control over the length
of time that users see the ads. Google’s default time is 30
days, but you can always adjust this to the timeframe you
think is reasonable.
Mike Rhodes is WebSavvy’s
founder and is a popular international speaker, best-selling author & consultant. With
over seven years’ experience of
managing & running Google
AdWords campaigns; he’s considered by many to be an innovative leader in Australian Pay
Per Click marketing. He’s also
a coach for the global leader in
PPC training: Perry Marshall.
Formally a qualified E-Myth Consultant he’s been building
small businesses for over ten years & considers online marketing a tool to grow businesses, not just to drive traffic to a
website. Visit WebSavvy.com.au for your free 30 minute PPC
Strategy Session consultation.

12

5 WAYS TO BOOST SALES BY PROVIDING
PROOF TO AN UNTRUSTING MARKET

By Steve Plummer

It’s the most distrusted
of media, is the internet. Many of the prospects you’re selling to
have been burnt before
or know someone who
has.
And as crude as the
saying is, it’s pretty darn
accurate... “You aren’t
selling to virgins!”

Unsure

Question then is, how
do you build trust in
an untrusting marketplace?

One of the greats of the advertising world, Victor
Schwab, in his outstanding book ‘How to Write a Good
Advertisement’ gives some clues.
He says, “... (the way to sell is) to stress appeals to the
emotions and instincts, the primary motivating forces.
But this is not enough. The body of a sale comprises
both flesh and bone, the flesh of an emotional response
and the hard bone of ...(proof)... To support it.”
So you need to prove the RESULT of what it is you’re
selling.
No easy task, granted... so to help you here are 5 ways
you can make deposits in the trust account of your customers and prospects so you “prove” your product or
service works and you EARN the right to the sale.
Here they are:
Showing Proof #1 – Use Market Data
Market data refers to facts/figures/trends RELEVANT
to the people you are selling to.

So what you do is present them with data over time
which shows trends. For example if you’re in the real
estate market you would show property growth over
time. Or if you’re in the business improvement niche
you might show the upward trend in the number of
bankruptcies over the last few years. Both sets of data
offer “proof” that a solution (yours!) is needed. But
without actually saying it.
What this does is change the sales dynamic because it’s
not just you “selling” them. The data is leading them
to the logical conclusion that they “need” what you’re
offering!
It’s “cool psychology in action”, a form of “social proof”
and leads prospect to thinking outside themselves “yes
I can see I need it, like many other people”.
So get trends occurring over time and tell your market
about them... let the data do the selling for you!
Showing Proof #2 – Use “Real” Proof
Might be stating the obvious but include any credibility
you’ve accumulated.
This includes awards you’ve won, approval by experts
or industry groups, proof of your popularity (eg “1,583
policy holders can’t be wrong”), an “As Seen on TV”
graphic or a “freeze” of the newspaper article about
you.
Can be done directly in your copy or via a graphic or
banner.
Advanced tip: implied approval... let them know where
you’ve been seen, whether an article or where you advertise by using the lead in “As featured in” and then
the logos of the places you’ve been “seen” in., like this
example that Greg Cassar designed for the Real Wealth
Australia site...

We’re not talking here about product data (eg product
measures 8cm x 5cm and does XYZ).
But rather information which shows or “proves” to your
prospects WHY the need your product or service.
FEBRUARY 2012

A really cool way to make you “look” good!


13

Showing Proof #3 – Specificity
Be as specific as you can. As the great ad man John Caples
says, “A specific claim is more believable than a general one.”

But there is a distinction... Use graphics which show the
RESULT your customers will get, rather than just the
“product”.

So make sure you use numbers eg Large Vs Has 23% more
space… Well established Vs Our 52nd year… Cooks quickly
Vs Cooks in 5 minutes… Light weight vs Weighs only 1.5 kg…

There you have it... 5 ways to overcome the distrust rampant
in society today and rampant in any online selling niche. Use
all of the 5 “proof builders” outlined above and you have a
much better chance of making the sale.

See, specifics offer much stronger proof.
Showing Proof #4 – Trust Testimonials
Yes, you need your before and after testimonials (eg “I was
130 kilos now I’m a size 8” kind of thing).
Here’s the thing... EVERYONE is doing these. Try to stand out
and use a TRUST or INTEGRITY testimonial.
The before/after proves the product works but the trust testimonial proves YOU work and can be trusted.
Almost NO ONE is using trust testimonials. Try it out and
watch your results!
Showing Proof #5 – Product in Action
Humans are visual beings so it’s important they see what
they are getting.
Showing them “proof” of what they will get is therefore a
subtle but vital part of the sales process.

FEBRUARY 2012

Final thought: Just remember the old copywriting chestnut...
NEVER MAKE YOUR CLAIMS BIGGER THAN YOUR PROOF.

Steve Plummer is one of Australia’s highest paid and in-demand
copywriters and is the personal
copywriter for Australia’s “Millionaire Maker” Mal Emery. Steve’s
marketing and writing savvy have
resulted in hundreds of thousands
of dollars in extra sales for many
happy clients. Read StevePlummerOnline.com


14

CUSTOM FACEBOOK LANDING
PAGES THAT CONVERT
By Leigh Kostiainen
Facebook marketing in just 2 short
years has gone from being some
hoodoo voodoo thing that only teenagers should use, to being an essential
business marketing tool.
Business owners are experiencing
varying degrees of success, and there
are a number of simple to implement
strategies that will help you increase
your Facebook marketing success. The
most important one is your fan page
customization; a branded wall banner
and landing page incentivised for likes
and mailing list conversions.

Facebook pages for as it is possible
for anyone to become the celebrity in their industry or niche. The
more of a celebrity you become the
more interest you attract to yourself
and your business, which means
more online traffic and potentially
more (many more) sales. This type
of purpose is about attracting fans/
likers to increase the viral influence
you have. In this instance producing
content for your page is very important. More quantity, but quality is
very important.

Let’s take a look at the key principles
you need to consider while creating
your custom fan page;
Purpose
The purpose of your page spells out
what it is you want to achieve from
your Facebook marketing, if you don’t
know what you want to achieve then
you cannot know if you are successful.
Your page can be used for a number
of different purposes; you just need to
choose the one that is right for you;
•
Branding is a popular purpose
for large businesses like Coca Cola
and Starbucks who already have established businesses with a widely
recognised brand and products,
who want to keep their brand in
the forefront of the markets mind.
This type of purpose is about providing loyal customers with a place
to support their favourite products
and services, these pages naturally
build large numbers of fans yet are
not ‘usually’ used for generating
sales from their pages. Quantity
over Quality.
•
Positioning is one of the most
unique purposes people are using

FEBRUARY 2012

Facebook Like

• List Building is easily the most
common purpose for Facebook
page owners, with the purpose
being to incentivise likers or new
visitors to join their mailing list.
This type of purpose is about
encouraging the ‘right’ type of
people into your marketing funnel
so you have the ongoing opportunities of marketing your products
and services to them. Quality over
Quantity.
• Customer Service is another
purpose for a Facebook page,
not the most common purpose
but one that allows businesses to
provide their existing customers
a place to communicate with the

business in real time for support
and technical issues. This type
of purpose is not focused on
fan building strategies rather on
highly responsive engagement.
Quality over Quantity.
People
This is one factor that most people
don’t put enough effort into is who
you are trying to attract to your page.
Often when I ask a new client who it is
they want to attract to their page they
respond with either “everyone” or eg:
“women aged 25 to 55”; there is a very
big difference between a woman who
is 25 years old and a woman who is 55
years old. Therefore is it very important to know who you are targeting in
as much details as you can manage.
Use your Facebook Insights data and
sites like Quantcast.com for information about who you are already attracting to your page.
When you know who you are going to
be attracting and what you want them
to do when they get to your page, producing content becomes easier and
more strategic.
Incentive Offer
Given that List Building is the most
popular purpose for your Facebook
marketing, some key elements of your
page you need to incorporate into
your landing page design is an email
opt-in form and an incentive offer to
encourage fans/likers to join your list.
Think about what you already have of
great value, and preferably digital, that
can be used to give away. Some ideas
for offers are; eBooks, mind maps,
blueprints, video tutorials, top ten tips
or free physical products also work
well but require physical delivery and
often incur a cost.


15

Design and Graphics
The key areas of your Facebook page that can be branded are
your wall banner, the long image down the left hand side of
your page, and also your landing page. Take full advantage
of the areas you can use for advertising, normally you would
pay up to hundreds or thousands of dollars to get that sort
of banner advertising on a website that doesn’t even have as
much traffic as Facebook gets.
The wall banner should
have a logo and tag line to
represent your brand and a
picture of yourself if that is
relevant to your business.
The reason you should
have a picture of yourself
on your wall banner is so
that when you are using
Facebook as your page (not
as your personal profile)
You Like This Shirt
your face will be on the
avatar along with the link to your page; the real key here is
that when you post on other people pages you look like a
real person and other page owners will be more receptive
to you.
The landing page design is all about your purpose, so if
your purpose is list building then of course you will have an
opt-in form and an offer, if your purpose is branding then a
promotional video will be very helpful.
The actual design should reflect your other online properties, primarily your website, so that new visitors to your page
know they have found the right you! If you don’t have the
design skills yourself there are lots of businesses out there
who can quickly and cost effectively do the work for you. You
can have a static design that has little to no html coding involved, dynamic designs with cool features like; video, optins, links to website and other social media or even built in
navigation menus.
Call to Action
No matter what your purpose is, your landing page must
have a call to action - a call to action is asking someone to
do something for you, such as ‘Click Like’. Remember that
everything we are doing is about marketing our business so
‘always be strategic’ even if you are only asking them to like
your page it is important to ask them to do something for
you. Often just by asking for the like or for them to opt-in
will increase your conversion by as much as approx 43%.
Also using web 2.0 style arrows to point to your call to action
helps increase conversions.

FEBRUARY 2012

Default Landing Setting
Once you have your wonderful new landing page tab designed and uploaded you will need to do one little administrative task. In the admin area of your page on the ‘Manage
Permissions’ tab you will see the field where you can set the
default landing page; choose your new tab from the drop
down menu and when new visitors, who have not clicked like
yet, come to your page they will go directly to your custom
landing tab.
Changing It Up
It is great idea to change your banners and landing tabs for
seasonal or company promotional events. There is no reason
why your image can’t change regularly, just keep the overall
brand consistent so you don’t confuse your community.
Top 5 Pic Menu
The area above your wall can be used as a pseudo navigation
menu, so it is a good idea to have some great graphics made
that you can upload to this area that have your brand and
are promoting your products or services. If you can’t see any
images at the top of your wall then simple upload an image
to your wall and the area will automatically appear. Each of
these images can have a description or ‘call to action’ including a link, so when someone clicks on any of those images
they will see the link and can take action to purchase from
you. If you would like a free template for the image layout to
create your own menu go to www.TheFanPageCoach.com/
Template-Giveaway and download it.
No matter what stage you are at with your Facebook page you
can always make changes and improvements to your page to
help with your conversions. Taking time out to outline your
page purpose, target market and offer as well as other key
principles such as your policies and content calendar will
ensure you always have success with your Facebook marketing.
Leigh Kostiainen is an Australian Facebook Marketing pioneer,
having taught hundreds of businesses how to gain the Facebook
marketing advantage for their business pages. Leigh owns Facebook’s
largest page promotion fan page
– Promote My Fan Page with over
35,000 fans, speaks at corporate
events, provides Facebook customization services, and runs workshops teaching business owners
how to use their viral influence for
real business profits. Connect with
Leigh@leighkostiainen or http://
facebook.com/TheFanPageCoach


16

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1
7

4 WAYS TO INCREASE YOUR GOOGLE
ADWORDS SEARCH CAMPAIGN
PERFORMANCE
by Greg Cassar
1. Connect keywords to sales
with Conversion Tracking
Google advises that the number
of top e-commerce sites using
Conversion Tracking has nearly
doubled in the last year.
Conversion tracking is a piece
of code that Google will give you
from your Adwords account to
put on the ‘thankyou pages’ or
your website so that you can accurately track lead and sale conversions.

Search Engine Results

Your Google Adwords campaign’s health can make a
massive difference to the number of qualified leads and
sales for your business. In some cases we’ve increased businesses revenues multiple millions of dollars a year in sales
just through Google Adwords Campaign Optimization and
website design conversion optimization changes.
Your Google Adwords Campaign should not remain static.
In effect it is like a living organism that changes and learns
and evolves over time, so it needs management and attention to keep it running at it’s very best.
We find that there are a virtually unlimited number of features and changes to tweak to get the business results you
are after. Here are 4 of those ways that you can utilise to
improve your Google Adwords campaign’s performance.

FEBRUARY 2012

Conversion Tracking gives you
access to valuable data on which
keywords are bringing in sales or
leads, not just clicks, allowing you
to make more informed bids. The
reality is you need Conversion
Tracking turned on to get a clearer
look at the return on investment
of your existing Google Adwords
Spend.
The real game here is to find out which keywords are turning
clicks in to customers so you can make smarter bids.
2. Give your best performing keywords a raise
With customer search behaviour and keyword performance constantly changing, staying on top of keyword bids
can help make sure you get a good return on investment.
You can get the most out of your budget by raising bids on
keywords that are bringing in leads and customers and lowering bids on keywords that are not.
Achieving higher ad positions and getting more clicks
doesn’t have to mean increasing budget. Raise bids on top-


18

4. Give customers a
direct line when you
add Call Extensions.

performing
keywords and lower
bids on less relevant
ones so your ads
can appear in higher
positions on search
results pages.

Google advises that
based on their statistics 59% of smartphone users visit a
business and more
than 40% purchase
after looking for local
information
using
their devices.

A great way of figuring out which keywords to give more
ad spend and focus
is to sort your campaigns by Conversions. The keywords
that rise to the top
there are are bringing in the most conversions and should
get the most spent on
them so that they are
in dominant positions in the rankings
as required.
3. Pull the anchor
out of the water by
culling the under
performers
Adwords Conversions

Applying the 80/20 principle for your adwords campaign
makes great sense. In the step above we focussed on the top
20% of keywords, but equally the same can be said for keywords that are not performing. Although in this case they
should be paused so that the campaign becomes healthier
as a general rule.
Sorting your keywords by Quality Score or By Conversions
are both great ways to go. Pause any of your keywords with
a Quality Score of 3 or less and pause any keywords that are
not resulting in conversions over time.
Both of these changes will have the effect of pulling the
anchor out of the water and improving the health of the
campaign so that your adwords ‘ship’ in this example can
run faster and smoother.

FEBRUARY 2012

You can now get local
and relevant clicks
that connect customers directly to your
business by adding a
Call
Extensions
phone number to ads
that are being served
to mobile devices.

Low performing adwords
keywords

You should see up
to a 6-8% increase
in clickthrough rate
when you add a clickable phone number
to your ads.

The great thing about this strategy is that customers who call
are closer to converting, and since the cost of a call is the
same as the cost of a click, Call Extensions can help you get
more qualified leads at great value, without added expense.

Greg Cassar is Australia’s leading Internet
Marketing Strategist. With InternetMarketingDoneForYou.com he provides traffic
and conversion optimization services for
medium to large businesses and enterprises.
You can follow Greg’s latest updates by
subscribing to Internet Marketing Magazine
at InternetMarketingMag.net for the new
members area and the latest issue updates.


19

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