Tạp trí Internet Marketing Số 16 - Oct 2012

october 2012

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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

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INTERNET UPDATE

THE 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
The latest shot across the bow in
the mobile wars is Apple releasing
their highly anticipated iPhone 5.
The launch was similar to previous
iPhone releases with fans lining up
in the streets to get their hands on
the new device.

may not be worth lining up in the
rain for.
Sorry About Our Maps
In it’s latest IOS update Apple replaced Google Maps with its own
new Apple Maps. Testing this feature on a recent trip the Internet
Marketing Magazine team quickly
ditched the Apple Maps application
and switched back to Google Maps
via the browser on our iPhone.

a smartphone, and one-third use
their mobile devices to view news
stories and video clips at least
once a week.
That’s according to a survey by the
Pew Research Centre’s Project for
Excellence in Journalism, which
polled more than 9,500 adults
from late June to early August.

Devices based on Google Inc.’s
Android platform are gaining momentum. 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 new iPhone 5 is 18% thinner
and 20% lighter than the previous version (iPhone 4S). In a move
unique to apple they have made
the device 9mm longer but not
any wider so that it can easily still Mr Cook suggested customers use
be held in one hand and driven competitors’ maps software inwith the use of the thumb.
cluding the Web version from rival
Google until Apple could improve
Whilst everything is consistently its own mapping software. He
more ‘wow’ than previous re- didn’t say when or how that would
leases one area where Apple still take place.
needs work seems to be the battery life. Apple is claiming that the
new battery can last for 8 hours of Half of US Own Tablet or Smarttalk time. That may be acceptable phone
when the battery is new but once
the product is a year or two old Half of all adult Americans now
and the battery has degraded it own either a tablet computer or

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october 2012

The Internet Marketing Magazine
team road tested the Kindle Fire
in the last month and found it to
be a disappointing user experience compared to the iPad as a
tablet device. We believe the best
way to look at the Kindle Fire is
as a Kindle that also has a web
browser. Kindle users who also
have Amazon Prime accounts may
have a different experience to our
testing.
Amazon Prime is an annual membership program that offers customers unlimited Free Two-Day
Shipping on millions of items, instant streaming of thousands of
movies and TV shows and access
to borrow a Kindle book every
month, including New York Times

Bestsellers, with no due dates.
This service costs just $79 a year.
In a very clever marketing move
from Amazon US customers who
purchase a Kindle Fire are now
given a free month of Amazon
Prime.

Facebook Release
Ads in Search

Sponsored Google Overtakes the Value of
Microsoft

Facebook has begun launching its
Sponsored Results Search Typeahead ad unit it in the last few
weeks, although it seems to be
only in limited countries initially.

Google Webmaster Tools now It lets marketers target users
More Pro-active
searching for specific apps, Pages, and Places and insert a link
Google’s Webmaster Tools is a into the type-ahead results that
very valuable insight into the points to their own app, Page,
way that Google views and crawls custom Page tab, or post. Busiyour site. Until recently it’s been nesses cannot direct users offup to the Webmaster to check site with the ads yet, though they
Webmaster tools to see if any can appear above the top organic
status changes have occurred. result making them powerful for
Google have now changed their diverting traffic from competistance on this and will pro-ac- tors.
tively email webmasters with notifications when their sites status
changes. The Internet Marketing
Magazine team believe this is as
a result of the rise in volume of
Malware on the web.
Below is part of the statement
Google sent to all Google Webmaster tools customers in the
last month.
“To keep you informed about your
site’s status Webmaster Tools
will now automatically send you
a notification email if there are
critical or important issues that
we detect with your site.

Sky news reported earlier this
month that Google has surpassed
the market capitalisation of Microsoft for the first time. This illustrates the transition to a webcentric technology world from
one dominated by personal computers.

A recent rise in Google shares
meant the company was valued
at $US249.5 billion, while a slight
fall in Microsoft stock gave the
PC software maker a market capitalisation of $US247.8 billion.
Google was founded in 1998 after
graduate computer science students Larry Page and Sergey Brin
developed a new way of searching the internet.

Microsoft was founded by Bill
Currently Zynga (shown above) Gates and Paul Allen in 1975
and Match.com are running Spon- just as personal computers were
sored Results. The ad units could starting to become widespread
allow Facebook to begin challeng- and became the world’s largest
ing Google for search ad dollars. software maker after developing
We’ll only send you email for is- The one thing that appears to be the dominant DOS and Windows
sues 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 examor search performance which ple above ‘Texas HoldEm Poker’ Both companies still trail behind
have clear actions that you can could be argued as being not rel- Apple, which has built a value of
take to address. For example, evant to ‘Marvel’. This may have over $US630 billion, largely based
we’ll email you if we detect mal- a negative effect of making the on the amazing success of its
ware 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.”

october 2012

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From the Desk of the Editor
Last month was an excellent month for Internet
Marketing Magazine with strong growth figures and
also the Leon Jay expert interview generating some
real interest from those marketers in the software
business space.

Important: We’re working on building the number
of reviews we have on the Apple platforms so as to
keep dominant rankings in the search. If you are
getting good value from Internet Marketing Magazine I’d really appreciate it if you could spare 1
minute of your time and click this link to give us
a quick honest review (click ‘view in iTunes’ then
scroll down and click ‘write a review’, thanks :).

This month’s expert audio interview with Yaro Starak is now available in the members area. Yaro
provides amazing insight into his blogging business
methodology and how he has leveraged that to creUntil next time… Wishing you the best of success
ate amazing work/life balance.
online
Existing members will have already received a notification 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/
Greg Cassar
become-member/

GregCassar

Internet Marketing Strategist
& Editor – Internet Marketing Magazine

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october 2012

october 2012

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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 marketers 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
who have gone from a student to a full time Internet marketer without a traditional day job.
Can you explain a bit about how you turned
your hobby into an income online at such an
early age?
Yaro: When you say it like that it sounds like it
happened overnight, but it definitely didn’t. I was
at university and I got my first Internet account
from my university. That was back in the dial-up
days in the late 90s, and that’s when I fell in love
with the Internet to begin with. Prior to that I really wasn’t really a computer user. I read websites
and newsgroups; I was interested in hobbies at the
time. I was reading about tennis and a card game I
was playing called “Magic the Gathering” and just
taping into what was going on with the Internet.

about having a website really started this whole
process off for me. I wanted to have a better website. I wanted to have a domain name eventually.
I wanted to be able to make my website look better, so I bought myself a textbook so I could learn
how to do HTML. Then that lead to having a better
website and then learning what it takes to grow
a website, get traffic to the website, get volunteer writers as well – that’s how I had some of the
content for that site. They’d write reviews and
reports from tournaments they would go to playing this card game.
Really that was my stepping-stone to everything I
did going forward. I learned about Internet Marketing 101, bearing in mind this was prior to Google,
or Facebook or just anything that’s going on today
- 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 overnight. 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 graduation 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 Entrehave 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 curiosity

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october 2012

Yaro: The Magic website was fun
for three to five years. Eventually I stopped playing the game
myself, but I still ran the site;
enjoyed that and it was the dot.
com boom era, so I was looking to
get to something with potentially
a bigger up-side. Magic just isn’t
a large market in Australia, so I
was never going to get rich off of
it and I was losing interest in the
game.
So, I looked at quite a few options. I brought friends together.
We had meetings. We were seeing all these stupid stories coming

from the United States, like the
pets.com etc. Then there were
good stories like eBay, actual
businesses that had real revenue
models making big money, and I
wanted to get in.
I started lots of websites I could
tell you a bunch that didn’t work
out, but the one that did eventually work was a proof reading
business called BetterEdits.com.
I wanted to offer editing proof
reading primarily for international
students in Australia. We have a
lot of them. I’d done a few group
assignments with them in my own

studies in my under graduate degree and their English was terrible, so I knew they really could
benefit from this service. They
usually had disposable income
for that; anything to help them
get better grades was something
they’re willing to spend money
on.
I grew it to the point where I was
living a sort of a two-hour workday scenario. I was making a full
time income having a team of
editors, editing and proof reading
the papers, while I was forwarding
emails and doing search engine

entrepreneurs-journey.com

october 2012

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optimization to get more traffic
to the website, as well as going
to university campuses and putting up posters to promote the
service. And that was my life for
quite a number of years at that
time.

about that subject. So, I started
writing about running the proof
reading business, instead of using
it as a tool to market the proof
reading business. So it was more
blogging and style. I was talking
about the day-to-day operations
and then I realized that what I reAnd it was in 2004, a couple of ally wanted to do was talk about
years after graduation that I was that sort of thing – what it means
told by a friend that this thing to be an entrepreneur, what it
called a blog was popular, it was means to run the website in an
gaining popularity and also really online business, as well as some
good for search engine optimiza- of the experiences that I had had
tion.
prior to that running offline businesses too.
The best way to learn, in my
opinion, is to do it, so that’s I bought a domain name. It was
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
attempted to write about proof how good the domain was. I
reading, which failed miserably, bought entrepreneurs-journey.
because it’s a very boring subject com. It’s a good brand, but it’s
that I personally wasn’t interest- a shocker of a domain name to
ed in. I was running a business spell.
about proof reading, but I didn’t
care about writing about gram- Greg: I did similar things. Back
mar and spelling and things like then Google really wanted that
that – not my strong point.
stuff with the hyphen. That
helped from an SEO point of view.
It’s not as relevant any more.
Yaro: So I started the blog as
purely a hobby and eight years
later now I’m still doing that.
I sold the proof reading business.
I sold the card game website.
I’ve sold every under project I
had at the time and became a
professional blogger, and then a
professional teacher as well with
having courses and membership
sites and products that I’ve sold
and doing email marketing and
just building a really substantial
information publishing business
backed up by that brand.
It was difficult to get people to
come and visit the site anyway

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october 2012

you monetize a blog? I know
you have multiple monetization
strategies in that space. Can you
please clarify for the Internet
Marketing Magazine Community?
Yaro: By the time I’d built my audience and my blog up to about
a thousand subscribers – somewhere between one thousand
and three thousand were coming
to my blog after about 18 months
of blogging. So it wasn’t quick,
but I built up an audience and I
started thinking about my blog
less as a hobby, and more potentially as an income stream at this
stage.
I did some direct ad sales to sponsors - paying me 50 to 100 dollars
per month to put a banner on my
website. People would go to that
page, see how much traffic I got,
what advertising packages were
available, send me some money
through PayPal and I’d put their
banner up for a month, or however long they wanted to run it
for. That worked better. I started
to get 50, 100, 200 – even up to
300, 400 dollars from that during
the first couple of years, which
started to get better, certainly
a consistent income stream. So
that’s been very consistent and
it’s always been always there for
seven years.
The next thing I wanted to try
was, what’s called affiliate marketing. You get a special link
that’s got your tracking ID in it,
and if a person reads the article,
or whatever it is you publish and
clicks that link and then makes a
purchase, you get a commission.
In my industry commissions are
usually about 50 percent.

Greg: The most common question about blogging is - how do I was a student of Perry Marshall

at the time. He had a very, and still has a very well
known eBook called, “Definitive Guide to Google
AdWords” and it really was a leading book on that
subject at the time. And he had a special package
that you could recommend to your audience through
affiliate marketing, where you could buy the eBook
and get some CDs for about 50 bucks – and I’d get 25
of it, or something like that. So I wrote a review and
recommended it and I made no sales for the first
couple of days. I was really bummed out about that,
but then a few days later I got my first sale, and a
few more trickled in. I may have made maybe five
or six sales, so a couple of hundred dollars commissions there as an affiliate, which opened my eyes
to a potentially another income stream, especially
over time as I grew my traffic.

You can do paid advertising. Buy some traffic from
Pay Per Click, Facebook or you can find niche websites to buy ads from – that’s if you’ve got a budget.
The best methods today are, being innovative with
your content creation. So, the people I see succeed
are very prolific and very consistent with multimedia tools, such as publishing videos on a regular
basis with YouTube - which all go back to your blog
& running a regular podcast - which goes back to
your blog.

What I’ve found for me is that worked early on was
doing interviews on podcast. I really enjoyed that
and it was a great traffic source too because the
people I interviewed – not all of them, but some
of them would share the interview with their auAnd 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 and
I didn’t move on to what you’d call Stage 3, which that’s instantly grown their audience by 700 peois 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 Marketing industry, thanks to the product launch formula, I decided that I’m going to do a launch of a
membership program on subscription. It took me a
couple of months or so of work, but once I got out
the door I had 400 paying members and an extra ten
thousand dollars a month in recurring income.
So advertising, affiliate marketing and selling your
own products and services - Those are the most
common formats for monetizing a blog.
Greg: One of the biggest issues new bloggers and
marketers come across is how to get attention
and how to get traffic on what is an ever more
diverse Internet Eco system. Do you have key
strategies that you recommend for getting attention and traffic to your sites?
Yaro: There are things I did during the early days
with my blog and they work OK. Nowadays they’re
not going to grow your traffic really quickly, but you
do it often enough for long enough, they do work.
That’s just simple things like leaving comments on
other blogs; participating in online forums, and in
a forum you can have a signature, which is the link
back to your own blogs - you spend enough time in a
forum and build a profile there and people will start
looking at your website as well.
october 2012

9

The real trick I believe to getting
exposure is just to do things that
are interesting and then finding
places to tell people about what
you’re doing. A lot of the problems people struggle with, with
traffic is the fact that their content sucks to begin with. They’re
just not being innovative, not doing things that are interesting.
If you’ve got a story about how
you made a million dollars in one
weekend – that’s really interesting. People are more likely to want
to know about that. But if you’re
just writing about how you made
ten dollars selling one eBook, a lot
of people do that - so, it’s not as
exciting. So, it’s all about doing
something unique, but it doesn’t
always have to be about money.

you’re basically just selling someone three payments, so it’s not
really that continuous a continuity income stream in that regard,
you still have to keep bringing in
new people.
In my own experience I launched
with the very first offer of what
you might call, an open-ended
program. I knew I wouldn’t do it
forever, but I didn’t tell my audience when it would end. I was
thinking about 12 months. I had a
massive drop off, so my attrition
was quite large and I obviously
was looking for ways to solve that
problem.

Later I wanted to test the theory that if I make it a course and
have a specific end date, then I
Greg: You mentioned before could push them to the compleabout you moved into the prod- tion of the course. So, I changed
uct space. I know you had some my 12 month plan to a 6 month
good success with membership course and doubled the price for
sites. Have you found the mi- the second lot. So I was originally
cro-continuity model to convert at $47 a month, I changed it to
better than open-ended sub- $97 a month, which meant I bascriptions? And what are your sically could sell people in and
thoughts on the recipe of a win- it’d be like they’d be staying for
ning membership site?
12 months anyway, because it was
double the price.
Yaro: I find it seems to depend on
what you’re offering. Most people So, that worked really well. The
I speak to, even if they have an attrition rate dropped significantopen-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 lifeGreg: 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 gothat 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 someincome, but at the end of the day thing, a shorter timeframe with an

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october 2012

end date actually psychologically
makes it more likely people stay
in your program. I think the actual
ongoing subscription services are
great for software services like
AWeber where you go, “I need to
keep using that for my business”.
So it really does depend what
you’re selling, who you’re selling
to and that’s how you have to decide.
But as an instruction for people who are teaching a course, I
would definitely make sure you
tell people when the end date
is. In fact, if you can even make
a shorter time frame nowadays,
people don’t want to spend six
months going through a course –
30 days is probably more realistic,
so you might just want to have a
payment plan on a 30 day product.
In fact that’s what I saw recently
with Andy Jenkins. He had a video
course which you get basically in
one month - the course can be
paid for with two thousand dollars
up front, or you can go all the way
down to $97 dollars, or $197 dollars over 12 months to pay for it.
So, you get the payments over a
period of time, but they get the
course quickly. It’s about testing
really. I don’t think there’s an answer that fits everyone.

“

I was really
adamant about
not having to go
somewhere from
9 to 5 on someone
else’s dime.

“
october 2012

11

Greg: I know you are a big advocate of the 80/20 principle and
creating true leverage in your
business and lifestyle. What do
you think you are doing different in this space to give you time
and opportunity to travel etc
that others maybe are not?

So, I think the important thing is
to find where you get the most
leverage from your own personal
motivation. Whatever it is that
gives you an audience that keeps
coming back, because you know
you’re going to keep doing that,
and then you have a platform.

Yaro: The most important thing,
which is the thing I’ve done from
day one is to build an asset that
I’d maintain long term. My blog
is that. You called it “My Flagship
Website” and it’s really true. The
Entrepreneurs-journey.com blog is
a platform. Without it everything
else I’ve done afterwards would
not have as much an impact. I
wouldn’t be able to build my email
list. I wouldn’t be able to launch
courses. I wouldn’t be able to do
affiliate marketing, or have an ongoing advertising income stream.

So you have to pick something.
If it’s online, then you can’t get
out of building some form of asset, whether it’s a mailing list, or
a website. I honestly recommend
you should be building an email
list as a bare minimum online as
a means to keep communicating.
But if you do that, writing one
email to your list is literally an
hour a day job, so once you have
a list you could have a successful
profitable business on one hour a
day’s worth of work – and it’s portable, you can take it anywhere
you go. And it’s the same with
the blog. I’ve written my blog all
around the world. I’ve made money as I’ve travelled. So, it’s all
about having the platform, your
asset to leverage. Once that’s in
place it becomes a lot easier.

I’ve always committed to writing
or publishing something on this
blog for the entire eight years, every single week. I know it’s there
for me so I don’t have to worry
about things. It doesn’t take much
once it’s been built. It’s probably
more than a two hour a day sort
of job at the start. You really do
need to put in the hard work at
the beginning to build up your audience. But once you get to a certain point, you’ve got some nice
search results coming in – like with
my site 80% of the traffic is organic and I don’t have to do anything
to keep having 50 to 100 people
keep join my email list every day.
And that’s because I wrote reports
and I wrote heaps of articles so
they get Google results and the
fact people keep finding me every
day, new people – and that allows
me to get leverage, so my time is
no longer used in that aspect.

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october 2012

Greg: How can our readers and
listeners find out more about
your sites and your courses online?
Yaro: The domain name is too
hard to spell, so I tell people to
Google my name, which is ‘Yaro’.
Thankfully my name is unique so
there is not a lot of competition
out there and I’m number one
ranked in Google for that. You’ll
find my Entrepreneurs-Journey.
com blog that way. There’s tons of
great podcasts and articles from
eight year’s worth of me writing
about information publishing and
blogging and doing launches.

Make Your Website Easy to Read
& Effective on all Mobile Phones

october 2012

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>

BUSINESS SUCCESS

HOW TO ELIMINATE
FAILURE GRAVITY
By Nick Cownie

Here’s a prediction for you: If you don’t get Failure
Gravity handled it will send you broke, make you
fat, destroy your dreams, ruin your life, and ultimately kill you. Pretty harsh, right?
So what is Failure Gravity, and how can you tell if
you’re suffering from it?
Pop quiz… Have you ever:
• Bought a gym membership, gone for a week
or two, then had a hard time motivating yourself
to go?
• Decided to eat more healthy food, then
found yourself tucking into junk food a week later?
• Made plans to start saving money, only to
spend all of your savings on a new gadget / gizmo
/ holiday…
• Planned to go to bed earlier, be an “early
riser”, then guiltily stayed up late and slept in
the next day?
• Hired a life or business coach but not implemented their advice?
• Tried to lose weight and not come close to
the goal you set yourself?
• Decided to stop smoking, and just kept puffing away?
• Told yourself you’d stop spending so much
time on Facebook, only to head back the very

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october 2012

next time you grab your laptop or smart phone?
• Bought an exercise machine from an infomercial, 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
drawer), but never called any of the people you
met?
I could go on for days with examples of Failure
Gravity in action. And if you answered “yes” to just
one of the questions above, Failure Gravity is most
definitely in action in your life too.
The Science and Psychology of Failure and Success
In my last article Why People Fail To Make Money
Online I explained how my 17 year study into the
critical distinctions between people who achieve
massive success and people who fail miserably lead
me to discover a set of clear and consistent patterns.
I refined these patterns into predictable blueprints
for both Failure and Success, and created a system for making shockingly effective and efficient
changes to these blueprints in 7 minutes or less,
detailed in my book 7 Minute Mindset.
Unlike most people who teach personal-development, I can’t stand wishy washy “self-help mumbo
jumbo” and I refuse to teach it. Instead, everything
I teach is based heavily on science and psychology.

During my 17 year mission to uncover The Success lose weight, save money or build an online interBlueprint, one of the most deadly patterns I found net marketing empire.
is what I now call Failure Gravity – and today I’m
going to explain how to eliminate it before it ruins Hysteresis
you.
So how does this snap-back actually happen?
The Mindset “Snap-Back” Effect
The concept of hysteresis is a Greek word which
Have you ever noticed that sometimes you have translates to a “shortcoming”. It comes from the
the intention to make some changes in your life or word hysterein, which translates as “to be late” or
business but for some reason you just don’t follow “to fall short”.
through?
When you make a change, hysteresis takes place
Perhaps 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 and
actions 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 noticeable
I’ve seen it thousands of times with people from (i.e. you go to the gym for months before you see
all over the world – and it doesn’t matter if you’re any muscle gain, you need to diet for weeks betrying to lose weight, or learn Google Adwords – fore you see any weight coming off, or you need
the end results are always the same; failure, re- to apply consistent SEO strategies for months begret, guilt, unhappiness, and wasted time and en- fore your site gets to page one of the search energy.
gines), often you don’t think that change is taking
place and you snap back, just like releasing the
When this happens I call it the Mindset Snap-Back stretched rubber band. In other words you end up
Effect.
where you started … at square one.
Doctor Maxwell Maltz, author of the book Psycho
Cybernetics has this to say:
“We all behave according to a picture or portrait
that we created about ourselves called our selfimage”.
Just like a rubber band, when you stretch your
self-image as far as you can beyond its normal limits it snaps back to its original size and shape when
the force is released.
Neither the elastic band nor your self-image can
sustain the change when stretched beyond their
capacities.
Your new behaviours can’t be sustained when they
are inconsistent with the picture you have of yourself. The limits of your self-image snaps you back
to your old behaviour patterns.

Failure Gravity and Success Velocity

The reason the snap-back effect is so strong is because it’s harder to get change going than it is to
sustain once it’s in place. In classical physics this
principle is called inertia, which comes from the
This is universally true whether you’re trying to Latin word iners (translated as idle or lazy).

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Inertia is the first law of Newtonian physics. Isaac
Newton defined inertia in his Philosophiæ Naturalis Principia Mathematica, where he states:
“The vis insita, or innate force of matter, is a
power of resisting by which every body, as much
as in it lies, endeavours to preserve its present
state, whether it be of rest or of moving uniformly forward in a straight line.”
How does this apply in your everyday life? Here’s a
simple example: For most people, if you’ve been
going to the gym for a while it is easier to keep
going, but often the first few weeks are the most
difficult.
I call this Failure Gravity.
If you don’t see immediate results, you begin to
feel that you’re failing and the gravity of that
pulls you back to square one. Unfortunately, this is
human nature.
The opposite of Failure Gravity is Success Velocity.
Imagine that instead of building muscle in the
gym, dieting to lose weight, or running your SEO
campaign, you are piloting a space shuttle. Failure
Gravity is the resistance to your effort required
to achieve lift off. It is much more than what is
needed once you’re in space.
It pulls you back down because you don’t notice
all the tiny changes taking place. You also don’t
notice the effects of those changes.
The hysteresis (time-lag) between making the
change and getting the result causes you to feel
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 optimise your ad).
In order to produce results and think at a higher
level – where you can actually make more money,

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stick to your savings plan, drop a few kilos, cook
for yourself instead of eating out, learn to play
an instrument, or grow your internet business –
you have to overcome Failure Gravity. You need to
achieve lift-off and gain the momentum of Success
Velocity.
How do you do that? Here’s a simple, 3-step formula for eliminating Failure Gravity.
1. Speed of Implementation
When you learn something new, or set a goal in
your life or your business, take action immediately. Don’t stop and think about it. Put it into
practice straight away.
Stick with it and notice that once you begin to
notice the changes, trusting that they’ve taken
place, you will arrive at the point where you
want to be.
Then it will only take you a very small effort
to stay there. And if your action has taken you
away from your desired result, be prepared to
make small corrections to your course instead
of giving up altogether. As one of my mentors is
fond of saying, “It’s easier to change direction
when you have one.”
As simple as it sounds, it really is that simple.
The awareness and constant reminder that a
change has taken place even though the results
may not be immediately obvious can help you to
move through that vital danger zone where most
people give up.

2. Spaced Repetition
You can’t build a body like Arnie with one workout.
And you can’t build an online empire with one
sale.
No matter what your goal is; no matter what endresult you’re after… you must take consistent
action – meaning you have to do the same thing
over, and over again – to have any chance at success. Consistent action is so important I dedicate
an entire chapter to it in the 7 Minute Mindset.

But if you answered “yes” to even one of the
questions I posed at the start of this article, you
most certainly have subconscious blockages sabotaging your success. They may be in the form or
limiting beliefs, values conflicts, or what Freud
called “parts conflicts”. Or it may be something
else entirely.
How long you choose to leave them there is up to
you. My personal recommendation is to get rid of
them as soon as humanly possible, and as fast as
humanly possible (and I think 7 minutes is pretty
fast!).

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’ll
Firstly, it makes you better by reinforcing what finally be able to consistently achieve the goals you
you know, what you’re learning, and what you’re set yourself in your internet business. Which is why
doing.
you’re reading this magazine in the first place.
Secondly, it makes your results better because
repetition creates a pattern, a groove, a new
“path of least resistance” that allows you to be
more productive, and achieve more in less time.
3. Eliminate Your Subconscious Blockages
Subconscious blockages are insidious because you
can’t see, hear, or touch them. You may not even
know they’re there.

Nick Cownie

is Australia’s super-fast mindset change
expert, author of ‘The 7 Minute Mindset’,
and in-demand speaker, coach and mentor
to entrepreneurs all over the planet.
Nick is known for his unconventional
approach to rapid mindset improvement,
sales strategy and lifestyle business
design. You can secure 2 FREE tickets to Nick’s 3-day live
event “The Success Blueprint” on 9th to 11th November
on the Gold Coast, QLD Australia by going to http://
thesuccessblueprint.com.au/imm/

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>

CONVERSION

4 SIMPLE WAYS TO INCREASE
YOUR CONVERSION RATE
By Zeke Camusio

Getting a lot of quality traffic is essential to your Zopim is a great live chat tool that is also very afwebsite’s success. But if people visit your website fordable (they even have a free plan).
and then leave without buying anything or submitting their contact information, what’s the point?
The conversion rate of a website is the percentage
of visitors that perform a given action (it could
be completing a purchase or filling out a contact
form, for example.)
These are four easy ways you can increase your
conversion rate.
Live Chat
Selling in person isn’t that hard. You get a chance
to listen to your customers and overcome their
objections. But online, when people leave your
site, you have no idea why. That is, unless you’re
talking to them. And, live chat is the best way to
do this.

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Surveys
Surveys are great because you can ask for specific
feedback about your website. These are my two
favorite questions:
1. How likely are you to recommend XYZ to
your friends? (I love this question because people only recommend products they truly like.)
2. How can we make XYZ better? (In this question you’re already implying that XYZ could be
better and it forces people to think about how it
could be better.)

thought that comes to mind, such as “I can’t find
the sweaters on this website” and “I wonder how
much shipping is.”
My favorite tool for usability tests is UserTesting.
A/B Testing
There isn’t a better way to know for sure what
works than running a test. A/B testing allows you
to test different elements on your site. Here are
some examples:
• 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 SurveyMonkey.
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.

Tell them that you’re not testing them; you’re
testing your website to find what people can’t
figure out and where they get stuck so you can
fix those issues. Ask testers to say out loud every

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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
clients (including Chevrolet, Burger
King and Subaru).

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>

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.

For most people, starting an eBay business is very
exciting. The desire to have a successful, thriving
business and make lots of money right away can be
overwhelming. This makes some new sellers go a
bit overboard in the beginning, trying to tackle too
much too soon. As a result, many of these sellers
burn out early on in the process and never succeed
at all.

eBay’s official recommendation on this is that sellers should not even think about opening a store until they have at least 25 or more listings on eBay at
all times, but I would venture to go a bit further.
Based on my 8 1/2 years of experience working at
eBay and being an eBay Powerseller, I recommend
that new sellers wait until they have been selling
for at least 3-6 months on eBay as well, and until
they are already generating at least $500 a month
in sales.
At this point, you may be wondering whether or not
you should ever open a Store at all. The answer to
that question is a resounding “YES”, for many reasons, most importantly the following:

One of the primary ways new eBay sellers often
take on too much is by opening an eBay store (or
eBay shop, if you live in the UK) as soon as or soon
after they start selling on eBay. This is a big mis- Benefits On eBay
take and an even bigger waste of money. Opening
an eBay store soon after you start selling on eBay is
like trying to run before you can walk.
Some new sellers get confused, thinking that having an eBay store is the equivalent of selling items
on eBay, that the two are identical, when that’s
completely incorrect. In other words, they think
that they have to open an eBay store in order to
list items for sale on eBay -- again, that’s totally
inaccurate.
There are many, many eBay sellers who don’t have
eBay stores, and who are still very successful at selling on eBay. In fact, having a store won’t do much
in and of itself to help sell your items or improve
your sales. That’s not the purpose of an eBay store,
nor is increased sales a normal result of opening an
eBay store, unless by pure coincidence.
There are many facets, features and aspects of an
eBay store that justify its monthly subscription fee
and which can greatly enhance your eBay business,
but new eBay sellers should not be taking the time

1. You’ll have a unique, personalized and customized section of eBay just for your listings to
be presented to potential buyers.
2. You’ll be able to develop your own brand,
including a color scheme, theme, logo, and format for your Store, to become more memorable
and recognizable to other eBay users, particularly buyers.
3.
You’ll be able to have a Store header at
the top of all of your item descriptions that
includes links to some of your Store products/
categories/pages, your Store logo and/or color
scheme, and even a search box for buyers to
search all of the items in your store right from an
item page for one of your listings.

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4.
You’ll have access to many additional advertising and marketing tools and
techniques,including the ability to create Promotional Boxes to display prominently on your
main Store homepage, announcing new items,
specials, sales, or featured products.
5.
You’ll have an email mailing list for which
eBay users can sign up and opt in to receive promotional emails, newsletters, etc. from you, all
of which will include links to some of your current listings so people can essentially buy your
items right from their email inboxes!
6. You’ll have several different buttons, links,
icons, logos, etc. you can use to promote your
store and drive attention and traffic to it.
Benefits Outside eBay
1. Having an eBay Store is one of the most effective methods of obtaining exposure for your
listings outside of eBay. There are many features included with an eBay Store that can provide 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 “Manage My Store” gives you the invaluable opportunity 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
in general, and you can optimize those aspects
of your Store quite easily to improve your rankings in the search results on Google, Yahoo, and
other search engines. One of the most notable of
these is the custom pages you can create, which
are considered extremely content-rich and thus,
highly searchable.
3.
You’ll have a FREE subscription to Traffic
Reports, which measures how many people visit
your store, where they came from, what they
looked at/clicked on within your store, what keywords they typed in that took them to your store,
etc., so you can continue refining and streamlining your store pages, keywords, etc. and con-

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stantly be improving it to obtain more and more
traffic and site visitors which will then turn into
more and more buyers, purchases, sales, and
money for you.
4. You’ll have several different buttons, links,
icons, logos, etc. you can use outside eBay to
promote your store and drive attention and traffic to it.
5. You’ll have several promotional tools available to you so you can print store-branded business cards, promotional flyers, email templates,
etc. and market your store both online and offline.
6. Last but definitely not least, you’ll be given
a toll-free telephone number to contact eBayStores Support, which is a luxury non-Store sellers don’t get unless they become a Powerseller,
instead of or as well as having a Store.

The main thing to notice and remember about all
of the benefits listed above is that they are all supplementary tools, benefits and resources to help
improve your eBay sales, but they won’t be very
helpful to you unless you already have developed a
solid, effective listing strategy and a healthy sales
success rate.
SaleHoo

SaleHoo is an online wholesale directory and community
for online traders, eBay sellers, and traditional retailers.
SaleHoo has a huge directory you can use to find a
wholesaler, dropshipper or manufacturer for pretty much
any product you can think of.
SaleHoo provides a vast array of training materials,
customer support and community activity to help online
sellers get their businesses off the ground.

>

CUSTOMER SERVICE

THE BENEFITS OF APPLYING
OLD WORLD SERVICE TO
NEW WORLD BUSINESSES
By Tony McAuslan
I was struck recently by a headline in the Business
Section of a major newspaper stating that “OldFashioned Service is Bringing Customers Back”.
The article was about how one of Australia’s largest retailers had been forced to admit that recent
efforts to slash costs by trimming floor staff had
had an immediate and devastating impact on their
shop floor figures. Interestingly, its online business
wasn’t looking too crash hot either.
To me, this sort of statement falls into the ‘bleedingly obvious’ category, but apparently not to those
highly paid executives who are currently running
this iconic retailer. Any old-world retailer worth his
salt would be able to readily identify the correlation between bad service and falling sales; and
those of you who are presently moving your retail
(or for that matter ANY) business into full-bore
web mode would do well to grasp the fact that being online does not enable you to abdicate your
responsibility for delivering outstanding customer
service.
A number of years ago, there used to be a wellknown café down in Sydney’s trendy Double Bay. Its
owner was a Hungarian immigrant, and as they say
in the Big Apple – what this guy didn’t know about
customer service was nobody’s business. In other
words he was a master at it.
His business was built on the foundation that as
far as the customer was concerned, NOTHING was
a problem. From the minute you caught a waiter’s
eye, you felt like you were being looked after. If
there was a wait for a table (and there usually was),
your waiter would keep you updated every few
minutes. If you were a regular, the wait staff knew
your table preference and would do everything in
their power to get you your usual table. As soon as

you were seated, no matter how busy, carafes of
water and baskets of freshly baked bread would be
whisked to your table along with the menus.
Most of his staff had been with him for ages, and
they knew the regular patrons well. Which means
that in between serving there was a running pater of enquiring how their business, or their grandchildren, or their latest building development was
going; or how much better their new hair style
looked, or how much better the dog looked since
the operation – or whatever. The fact is, he made
sure the wait staff treated the customers like family, and the customers lapped it up.

And when it came to ordering, nothing – and I mean
nothing - was a problem. If you wanted poached
eggs with smoked salmon, even at 10.30 at night
– no problem. If you wanted poached eggs with
smoked salmon AND a scoop of pistachio ice cream
sitting on top of it – no problem. If you ordered an
ice coffee but asked them to put in 6 extra scoops
of chocolate gelato, it was not a problem. If you
wanted the peas and carrots separated into alternating rows on the plate – it was not as problem!

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25

I don’t know where he got his wait staff from, but
they had been trained not to blink an eye at your
order, no matter how detailed or bizarre. Nobody
ever said, “Are you sure you want ice cream on
your eggs?”, or “Sorry, we don’t do breakfast after 11.00am”. Or more importantly – “We’re gonna
have to charge you extra for those scoops of gelato”.

a returning customer, they are immediately warned
of delays or stock shortages, their omission when
filling out an order form is flagged instantly (rather
than having to wait to get to the end of a form and
then being told to go back – one of my bugbears!!),
they are whisked away to the section of your site
they regularly visit (rather than having to navigate
through endless pages), and once there, the site allows 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 underpinned by great customer service.
While price will continue to be an issue in the online 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 unthat 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 putcharge 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 Business 101, was that the price is soon forgotten if
the product meets or exceeds expectation. On the
other hand, if the product or service is unsatisfactory, there is a perception that you have been overcharged – at any price.
So how does this apply to my new world business, I
hear you cry? Well consider this – if your customer’s
experience when visiting your website is one of being kept waiting, ignorance of their needs, inflexible ordering and a feeling of disdain for them as a
regular customer, there’s a pretty good chance they
won’t be coming back.
If, on the other hand, they are warmly greeted as

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After about 6 months of bad service and sales in
free-fall, the original owner would buy it back at
a greatly reduced price, wheel in the old staff,
and the regulars would flock back again in droves.
Makes you wonder, doesn’t it?

Tony McAuslan
is a Director of The Interim CEO - a strategic
consulting business that specializes in
providing marketing and fund raising advise
to start- up companies . He has successfully
launched a number of international start-up
businesses in both Australia and the U.K. Tony
can be contacted by email on tmcauslan@
hotmail.com

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>

ADWORDS

HOW TO LOWER YOUR ADWORDS
CAMPAIGN 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 effectively, 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 Quality Score of 10 in order for us to have great exposure. 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.

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At a first glance, someone would at the beginning, will save you a
guess that Google would pre- lot more in the long run! You’ve
fer company A because it pays got to try it ;)
15 Cents per click more (more
than double the price company B
pays). But that’s where we would
be wrong!
Google has a “pool” of visitors
searching on its search engine
every single day. For these visitors Google wants to maximize its
profits; therefore, it doesn’t just
look at how much each company
pays per click but pays much more
attention to how much money it
can make per 100 impressions
(different pages seen). Therefore
in the end…
Company A pays Google 50 Cents
per 100 Impressions
Company B pays Google 90 Cents
per 100 Impressions
Therefore Company B’s ads will
be displayed first, and the quality score of company B’s keywords will increase. So if company B lowers the click price from
10 cents to 6 cents, it will still be
shown first in the ads and profit
more from people visiting their
website. That’s why raising your
ad’s CTR is THAT important if you
want to lower your costs.
HUGE TIP: Apart from testing different kinds of ads, one great tip
that works amazingly well for my
campaigns is to pay more than
needed in the beginning of each
campaign. For example, if for an
ad to be shown, 30 Cents per click
are needed, I’d pay 50 or even
a bit more on some days. This
would make my ads appear first
almost always, and therefore get
a good CTR from the beginning.
So spending some more money

That would make Google look
good since the ad would be about
leather couches and the landing
page would be exactly that and
not the main page. Doing that will
help you increase your quality
score a lot! It is given that if you
make the AdGroup about leather
couches you should also create
a specific landing page that contains everything about leather
couches so that the whole experience for the visitor would be very
optimized. Google loves that.

2) Keyword Relevancy and Landing Page Quality
Google cares a lot for its reputation and therefore, pays a lot of
attention to the Keyword Relevancy. If for example your ad is about
dog training and the landing page
you take your visitors when they
click the link talks about something else, even slightly close
(e.g. dog food), Google gives a
lower quality score to that keyword. The more the keyword is
far from the subject of the landing page, the worse your Quality
Score will be.

HUGE TIP: Creating different
AdGroups, landing pages and
ads for each group of keywords,
gives you another great advantage against your competition.
It is very likely that when someone searches for a keyword containing “leather couch”, your ad
title or text will contain those
exact words since you have created an AdGroup about it, so this
text will appear as bold text,
increasing the likelihood of the
visitor of Google to click your
link dramatically, and not someone else’s that couldn’t be bothered to create many AdGroups
Case Study Result: I once tried to and landing pages ;)
bring in people with the keyword
“image hosting” to a games site.
The cost per click was calculated to $5 per click. If my site was
actually about Image Hosting, it
would cost less than 10 Cents /
click.
Solution: We should try to create a different AdGroup for every
group of keywords that we have.
For an interior design retail store
we would create one AdGroup
for Leather Couches (containing
all the possible keywords around
leather couches), one for interior
lighting, and so on and so forth.

Landing Page Quality is the quality of the code of your landing
page together with all the tags
and images etc. The basics of OnPage SEO apply here. Also keep in
mind that the less HTML and CSS
errors your site has, the better.

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29

3) Landing Page Load Time
fore control every aspect of my
The time it takes for a site to load campaign perfectly.
has lately become very important
for Google. And it’s makes sense:
when someone clicks a link from 5) Competition
Competition is another HUGE factor on how much we’re going to
pay for every click. It’s logical
that when a keyword is targeted
by many Advertisers, it will be
more expensive than one that no
one targets.

Last but not least, what also affects the prices that you’re going
to pay for your ads is your:

6) Current Account Standing
Lately Google has incorporated
another metric determining how
much you will pay for your ads.
Your account history. If your account is completely new it will
take some time to get things
started. The same happens if
To check your competition, the your old account had many exGoogle 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 availmakes 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 into 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 stalogical that a visitor from US is
tus.
going to cost a lot more to target 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 caming 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 outperAdWords 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
more about him at
the countries I target and there- and ready to buy!
http://moneytized.com

30

october 2012

>

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october 2012

31

>

LANDING PAGE METRICS

THE FIVE LANDING PAGE
METRICS YOU NEED TO KNOW
By Sally Lowery
Analytics matter but not every marketer knows
where to start – especially when it comes to landing page analytics. In our most recent infographic,
we’ve outlined five critical analytics you should
know when assessing your landing page optimiza-

32

october 2012

tion performance. We also added additional best
practices to improve these key metrics and industry
benchmarks.
Check out the infographic below.

Sally Lowery

leads ion’s marketing team and is focused on developing interactive marketing programs for
both customer acquisition and retention. With a keen knowledge of search engine marketing,
digital advertising, and demand generation, Sally brings over 14 years of professional marketing
experience, including more than 8 years in the leading-edge marketing technology space.

october 2012

33

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october 2012

Tạp trí Internet Marketing Số 16 - Oct 2012

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