Hey all. Sorry I haven’t been posting much lately. Had to work through some personal issues before I could concentrate on work fully. During that time though, I had time to reflect a lot on my campaigns and to figure out some overall lessons I’ve learned for marketing in general. Many of these are PPC lessons, but can still be applied to anyone who’s selling anything. Regardless of the mediums through which the clicks were recieved. I may have stated these before, but I’ll make sure I don’t repeat anything unless it’s actually important
- The Ad Copy with the Highest CTR May Not Be Best
I previously didn’t track things down to the level of adcopy(at least not for all my campaigns). I began doing that and discovered that out of my 2 active ads on one campaign, one had a CTR that was about 0.2% lower than the best one, but had nearly double the conversions on many less clicks.
- Know What Motivates Your Audience
People have said before to not get into niches that don’t at least somewhat interest you. While I don’t take that 100%, I will say this. You have to understand what motivates your audience. As a group first of all, then as an individual. Obviously as an individual it’s harder. But if you’re running on search, you’ll be amazed how much keywords can tell you.
Let’s say you’re running an online dating campaign. “Date a real single man” is the search you get in. What can you assume from this? The person has either been ripped off before(presumably by fake profiles set up by a company) or “real” could imply that they’ve had issues with dating married men by accident before. So if you see a lot of these searches coming in, it may be time to send that keyword to a different page. Maybe promote a site that audits it’s new members for criminal record/marriages before letting them live on the site. Maybe pick one with a lot more branding trust to alleviate fears of getting ripped off.
- Things Dry Up
One of my most profitable campaigns completely bit the shit lately. Still profitable, but not near it’s original capacity. Initially, I was somewhat panic stricken by this. Then I took a look at it, figured out why it succeeded, and tried to apply the same concepts elsewhere. The result wasn’t quite the same volume, but enough to be well worth the effort.
- Watch the Ads Around You
The internet is chocked full of advertising. Pay attention. If you see an ad appearing everywhere, examine it. Pick it apart. Pick apart the motivations the banner, the offer, and where it’s showing. Think “Why is it showing so much here”. Is it showing in one place more than others?
- Find People You Trust, and Work With Them
It’s nearly impossible to get me to switch my traffic from one network to another. Why? Because I trust the companies and trust my managers there. There’s a lot to be said for being able to ask your manager what’s converting and have a truthful response. You have to give something back though. I’ve been known to chop ROI for volume for example if an offer recommended by an AM happens to work out great for me. As a result, you’re more valuable to the company, and will find they’re even more helpful. It’s a good circle to be stuck in.
- Differentiate Traffic Sources
If a campaign works great initially, congratultions. By all means, scale the crap out of it and make your profit. But don’t put that in front of tracking. Nearly all campaigns tank at some point. Knowing WHICH traffic sources aren’t backing out for you is absolutely invaluable when this time comes. It gives you a warning the campaign is in Jeopardy, and tells you it may be time to create something new or that you should start tweaking the campaign.
- The Content Network is Powerful
If you’re an ace at search traffic(organic or PPC) it probably won’t translate into the content network. It’s a whole different beast. Getting people to buy something they searched for is one thing. But getting them to buy something they think looks kinda sorta interesting? Much different strategies are needed. But the content network can deliver an absolutely insane amount of traffic. Experiment and play around. I’ll have a post on it soon.
What I Learned from My Brief Hiatus (And couldn’tve learned without it)
Know What Really Motivates You. I always thought I knew what motivated me to succeed. Turns out it was just a fraction of the overall picture. Really examine it guys. Remind yourself of it. Is your motivation your family? Put them on your desktop. Is your motivation money?(nothing wrong with that) …Keep a visible earnings chart. The minute you lose ahold of what motivates you, you’re done. It’s really hard to come back. The worst is if you didn’t know what motivated you in the first place. I’ve managed to rediscover it in a way, and it feels more powerful than ever. Which was nice. But I’m not going to lie, my week off hurt some campaigns. Time to hit em hard and come back in a big way.
I’ll try and pump out some tricks once I have time to examine my data. Until then, adios.