John Belcher worked for Google and has managed over $25 million in ad spend. He’ll show you how to do PPC/SEM to grow your sales.
You need to pay to play
To grow you need to grow quickly so you need to efficiently use paid traffic
Started in sales
Understands delivering a value-based sales pitch
Worked for Google on the AdWords team
So many people lose money with Google
3.5 years ago he went out on his own
Managed $5 million directly of his own spend
Managed another $25 million for clients
Over 5,000 students on AdSkills
Smaller companies have a better chance of getting ads right because you can move quickly
Educate yourself and get going
Think about the offer
Understand where your customers are, i.e. “The Network Funnel”
Eugene Schwartz “Breakthrough Advertising”
Pro-Persona, i.e. the Angel Customers, will help your company grow because they love you
Know who you don’t want to sell to, i.e. Demon Customers
You can’t serve everyone (not everyone is an Angel)
Figure out how to exclude the Demon Customers in your ads
Find out where your Angel Customers hang out
Interview them
Find their Heaven
Find their Hell
Keyword research
SEM Rush
Google Trends
YouTube
“The Marketer’s Guide To Finding Customers Online” and name your price
You have to build a foundation to be successful
“Traffic Traps” is where you need to start. Find the 7 areas you’re losing money.
Commit
Have proper expectations
Your offer is not your product
Make it a great deal
It needs to be understood
You don’t need just a good video, you need a good ad
Facebook charges at 3 and 10 seconds
YouTube only charges for 30 seconds of viewing
He spends about $3/day on YouTube for his AdSkills
Grew from 500 to 1,100 Subscribers
This can be overwhelming
Create an offer
Put blinders on your racehorse and focus
Read “The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results”
Learn how to sell first
You don’t have a traffic problem. You have a conversion problem.
Get educated. It has a huge ROI.
Get 2 things going:
Confidence
Cashflow
Start with your current community and get them to buy more or buy for the first time
Retargeting
Offer what they first considered
Offer complementary solutions
Do a 30-day campaign and spend $100
“Mention this ad and get 10% off” so you can track its effectiveness
If it works then add to it
If it doesn’t work then adjust and re-launch
People are on YouTube for two reasons
To be entertained
To be educated
Do an isolation experiment with your YouTube ads
Three days
Narrow the time frame—maybe two hours
Soda Stream made a new brand to test it
You can measure with Google Analytics down to this level
Once you have something people want then you focus on tracking
Email is getting tougher
Deliverability is down
But try timing your retargeting to match your email sequence
Email is here to stay, you just need to understand how to leverage it with paid traffic
“Tracking 101” is “Analytics Explained”
Tracking is a habit
Market like you mean it.
Now go sell something.
SUBSCRIBE to sell more, faster, at higher margin, with less stress, and more fun!
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