FEBRUARY 2012
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TRAFFIC MASTER 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 on both Android and iOS (iPhones and iBooks Author
the Internet’ address for 2012. The iPads). Thanks to the rapid growth in
Internet is the fastest changing com- active smart mobile devices world- Apple has made a massive play into
munications media in the history of wide from an estimated 509 million the textbooks and book-publishing
mankind. It’s very hard to keep track last year to an estimated 914 million in arena’s with a new tool called iBooks
of all this stuff yourself. In this section 2012, Google’s mobile ad revenues are Author which will enable any Mac user
we will keep you up to date with the expected to more than double from an to download the free iBooks Author
very latest of what is happening online estimated $2.5 billion last year to $5.8 App and create a book and publish it
from the big players in the market- billion in 2012 (see chart). to the iBookstore.
place. Here is your snapshot summary
of the changes from the big movers This amazing new app allows you
and shakers online in January 2012. as the content creator to create vi-
sually appealing Multi-touch books
for the iPad without needing to be a
Google Forcing the Adoption of developer.
Google+
For content producers this pro-
Google made changes to their vides another platform to get your
search algorithm this month to give message in front of anyone who
results from their Google+ social has an iPad.
network a whole lot more exposure Google Mobile
in the search results.
As a percentage of Google’s total Measuring the Business Impact of
The change will expose Google+ pro- revenues, Friedland estimates that Social Media
files, as well as posts and photographs mobile grew from 3 percent in 2010
uploaded to the network, to hundreds to 7 percent last year and will almost Social media is not a once off invest-
of millions of search users whether or double again to 13 percent in 2012. By ment, but rather a long term strategic
not they have Google+ accounts. 2016, he expects mobile to be a $20 channel that, when integrated with
billion business for Google, and rep- other marketing efforts, allows brands
Google is calling the changes ‘search, resent 26 percent of its total revenues. to connect with users over time.
plus your world’ and in theory it’s Results of a recent survey conduct-
about giving more relevant results to ed by WildFireApp.com found social
you the searcher, but there certainly Zappos.com Gets Hacked media efforts to be both valuable in
does seem to be an element of forcing their ability to grow brand awareness
people who want additional rankings On Sunday the 15th of January Zappos and increase dialogue with customers.
on Google to start making Google+ CEO issued an email to his employees
listings so that their social network stating that the Zappos network had Their November 2011 study of over 700
gets the user adoption that they are been hacked. marketers from all around the world
after. revealed the following:
The database that stores the customer • 97% believe social media mar-
credit card details was not affected or keting benefits their business
Google Mobile Ad Revenues in the accessed. • 75% intend to increase social
Billions media spending this year
The next step was the big one of in- • Brands move through a
Cowen and Company analyst Jim forming their 24+ million customers 3-phase approach with social media
Friedland estimates that Google is about the incident and asking them to efforts. Firstly grow the Fan Base,
generating $7 per year from each set a new password for their accounts. then Engage the Fan Base, then
smartphone (and tablet) in Mobile Engage the Fan Base, then Monetize
Advertising. This includes both search the Fan Base. Most have been fo-
and display advertising in mobile apps cussed on the first 2 phases.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 1
The figure shows visually the main Social Media Benefits Such sites may not rank as highly going forward.”
concluded from the survey.
“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 ex-
cessive degree or that make it hard to find the actual original
content on the page.
This new algorithmic improvement tends to impact sites
Social Media Benefits where there is only a small amount of visible content above-
the-fold or relevant content is persistently pushed down by
Mobile Overtaking The Web large blocks of ads.”
More consumers will access the Internet by mobile devices
than by desktop or laptop computers by 2013, projects From the Desk of the Editor
analyst Mary Meeker of investment bank Morgan Stanley.
This is the second issue where we have changed releases
She also projects that mobile commerce will account for from bi-monthly to monthly, so you can expect to get your
nearly 2% of all US retail sales by late 2012 while web retail Internet Marketing Magazine fix more regularly now as of
will account for 5-6%. 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://internetmarketing-
mag.net/become-member/
I am very excited to be getting conversion expert Bret
Thomson on the next webinar sharing his exact formula for
Mobile Overtaking the Web winning video sales letters. So for those who are members
keep a look out for an email from me about that one.
Too Many Ads ‘Above the Fold’ now Penalized by Google’s
“Page Layout” Algorithm
Until next time… Wishing you the
best of success online
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
GregCassar
Greg Cassar
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
Internet Marketing Strategist & Editor
of the website you see first either doesn’t have a lot of visible
Internet Marketing Magazine
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 INTERNET MARKETING MAGAZINE 2
Empower people around the world with a $25 loan
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 3
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 suc-
cessful 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 insur-
ance agent for many years and I
had a friend who was an infor-
mation 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 mar-
keting channel, but at the time
there just wasn’t a lot of com-
merce going on; things were
very new.
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 revo-
Internet Traffic lutionary. And I said to myself,
“Wow! We could put a sales letter on there.”
Greg: I’m very excited to have Jonathan Mizel with us today.
And then the commercial Internet hit right around that time
Jonathan: Thank you. I am so incredibly honoured to be
and I packed in my job by giving my notice and I started
part of the magazine and also really just delighted at what
working with some small desktop publishers and other
you’re doing Greg.
businesses. I started writing this newsletter for my friends
and other people involved in the marketing and technology
Greg: You’re living in Maui are you?
business, which ended up becoming ‘The Online Marketing
Letter’.
Jonathan: That’s right. We live in up-country Maui. I moved
here back right around 2001; came here and actually I was
From there I went on the road and started training people.
here on vacation before and my girlfriend at the time said,
With a couple of friends of mine we went off and did almost
“Can we move to Maui?”. I think she was joking. And I said,
170 seminars, all over the United States, getting people in-
“Sure”. You know, I thought about it and I thought why not?
volved with the internet, with marketing - with the whole
We can live wherever we want, we’re an Internet business and
digital universe and the digital advertising space. It was
we do like it here - and we’ve been here for now going on 11
very exciting, but it was so new that of course we were really
years.
making up the rules as we went along - which most of them
Greg: You’ve been successful online for many years and turned out to be OK.
you’re well known, especially the traffic and conversion
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 4
Greg: Many Internet marketers are When I think about it this way, which is tap into through Ad Buyer and then
purely focussed on both AdWords a much better way to think about it than - even Google has a remnant ‘Double-
and Facebook, and pretty much ev- the scarcity approach, every morning Click’ type of remnant inventory that
eryone’s fishing in that same pond, Ad reps and Ad Managers have to wake you can tap into there as well.
but as we both know the number of up and decide how they’re going to sell
places to buy traffic, especially display all their space that day. So, what they
traffic, is virtually unlimited. What is do is, they become part of networks.
your thoughts on other cost-effective
traffic sources where smaller ‘up and It’s really simple supply and demand,
coming marketers’ can buy traffic, es- and supply has gone far larger than the
pecially on a pay per click basis? demand, at least in the last few years,
and I think that the real opportunities
Jonathan: Well, I want to actually start are out there in non-Google, and even
with Google, and at least give them a non-Facebook traffic - especially for
few props - and that is, if you are in a people looking to scale up.
category that Google does not hate,
and you have never been kicked off of Some of the networks that I like to buy
Google, and you are not in a restricted display ads on of a pay per click ad unit, adknowledge.com
type of space, and you are not openly are Pulse 360, which is really very open
using squeeze pages, or any of the to going on a CPA basis. Although you
things that they really don’t like, you are competing with a lot of smart ad- Greg: If you’re using DoubleClick
know their traffic really is some of the vertisers, so in order to get into that do the same rules apply as normal
best. realm with them you really have to have ‘Google rules’. I know some people
a good offer that really does convert. steer away from DoubleClick for that
The problem occurs when people run reason, because all of a sudden they’re
up against them and the pricing either I really like a network called AdKnowl- fishing back in the Google’s pond, and
becomes ridiculously high and so you edge.com. They have a tremendous you are thinking ‘are they going to be
can’t make a profit, or pretty much ev- amount of inventory, including non-US a big brother to me and tell me what I
erything that we teach people about inventory, and they are willing to go on can and can’t do’ - that sort of thing?
getting more traffic and getting more a performance basis. Certainly they
conversion and actually creating a can work within the CPC realm. Jonathan: They didn’t at first. In fact,
more cohesive experience - Google the joke we used to make was, ‘if you
doesn’t like. get kicked out of Google just go to
double-click and there’s some nice Ad
If you can use Google, I think it’s great. Rep who will gladly take your money’.
But a lot of people discover that it Now the Google culture has definitely
doesn’t quite work for them. gone downstream to the double-click
team. If you’re banned from Google
What we’ve seen and especially over you might not get into double-click in
the last three or four years, is a huge terms of - you certainly wouldn’t be
explosion in display. One of the main able to grow on an unlimited basis. But
reasons that that’s happened is the if you’ve got no issues with Google; you
number of web pages that are available haven’t been banned, then I think that
for advertising - it is huge. double-click is still a good way to go.
You take all the websites out there and adbuyer.com Greg: I know you do a lot of display
all the YouTubes and all the small sites advertising. Do you have any good
and medium sites and the video sites, AdBuyer, (which was recently pur- design rules that you always make
and the gossip sites, and the lyric sites, chased), has access to some of the sure that you include when design-
and all the news sites, and you just exchange inventory, which is the ing banners so that you get a good re-
have tremendous trillions and trillions excess remnant inventory. Yahoo has a sponse?
of impressions every month, and every network called, or an exchange called
morning. Right Media Exchange, which you can
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 5
Jonathan: Well, the universal rule that we follow, which has everyone has had exposure to that site and can associate
been the case for many years, is your banners should either with it.
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 One thing we’ve found is it’s not just about getting a click.
sites are saying, “You cannot have a graphic that looks like a It’s really about the effectiveness of the offer. And we’ve even
link. You cannot knowingly take the look of our website and tested different traffic sources and tracked and measured, so,
design a banner so that it looks like a search box”, or some- not just which traffic sources resulted in the most leads, but
thing like that. But you still can on a lot of these B level sites then watched it over a three or six month period and which
where the sites are still open to this. traffic sources resulted in the most sales. Because sometimes
we might have a traffic source that pulls insane amounts of
And then in terms of things that stand out, I really want to leads, but then when we look over the three or six month
explain what I mean by that. Banner advertising is by and period and find it didn’t really pay for itself, or it wasn’t really
large what we call ‘pattern interrupt based advertising’. In that special, but traffic source B over here, it was just incred-
other words nobody voluntarily says “I’m going to go out and ible because that’s where the buyers are.
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”. 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 dif-
ferent models?
Jonathan: Here’s a simple way to look at it. On one end of
the spectrum we have CPM, which means ‘Cost Per Thou-
sand 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 absolute-
ly 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
Nerd Internet Surfer
performance matrix.
Animated ads like the belly fat ad can work well because they On the other end of the spectrum you’ve got CPS, or ‘Cost Per
stand out. Sale’, which is really just a straight affiliate program. On one
hand you’re going to - I’m going to pay you for each impres-
A weird picture on the banner can work well. The weird sion and then on the other hand I’m actually going to give
picture makes the person look and then they look at the you a percentage of each sale. Maybe we’re selling a hundred
headline and then they say they’re interested, and then they dollar product and I might give you fifty or sixty dollars of
click through, and that’s how you would really use these kind that.
of pattern interrupt based banners to really get attention
and get people clicking. 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
Greg: Yeah, absolutely. I think we’re pretty much on the fills out a form of some sort (the action).
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 I think that as advertisers generally we want to be focused
what they’re doing, because they’re generally ahead of the more on the end where’s there’s more performance. And
game with the hand drawn and all that sort of stuff. then if you’re a media seller and you happening to be listen-
ing to this, well you want to be more focussed on the CPM.
Something that we’ve done recently that’s worked well is You want to sell what you’ve got. And if you’re an advertiser
using Facebook’s colours and their look and feel on banner you want to pay only on performance.
ads and we’ve found that that really has pulled well, because
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 6
And another one that we’ve been using recently, very suc-
cessfully 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 cam-
paign 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
advertising.com
large connections that will just sell you effectively a re-
marketing cookie that you can then buy traffic on a pay per
click basis? Jonathan: I think probably the best thing to start with for
most people who are interested in getting involved with
Jonathan: The most important thing is just to have net- media buying and non-Google traffic sources is traffic evo-
works that are large enough so that you can get the distribu- lution and you can just go to TrafficEvolution.com. We’ve got
tion that you need, because when you’re running a re-mar- 30, 40 I think maybe even more resources listed in there and
keting campaign you’re only dealing with the people who’ve you know, we have updated the course now two, three times.
been cookied, based on having visited your site, or somehow We try to keep it fairly evergreen and in the parts that do
visited one of your properties. And so I like to look at just change we really do keep those updated.
the very - the biggest networks or the biggest exchanges and
sources for getting re-marketing traffic. 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
And outside of Google another one we have used is adver- money out of junky traffic, especially if you’re selling busi-
tising.com, which is the AOL network. There’s a tremen- ness opportunities or things that normal networks won’t
dous amount of inventory there. And then there are two take. And then you can go to cyberwavemedia.com, which is
really decent demand site platforms (DSP’s). The first one our agency site and just see what we’ve got there. Like I said
is AdBuyer, which I have mentioned before - it can give you we don’t really take on new clients; we haven’t for a while, but
access to both Google and also the right media exchange, you never know.
and also some of the other network traffic.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 7
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INTERNET MARKETING MAGAZINE 8
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’ –
• 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 basi-
cally wasting their time and money chasing VC funds. So
just to break it down:
Raising Venture Capital
Growth Sectors – They are looking for businesses that
There usually comes a time in the life of every business, are already in hot topic markets or emerging areas. So
where organic growth does not provide enough critical if your idea is to create another version of Google, EBay,
mass to put your business on a trajectory course that will FaceBook, Youtube etc., you’re probably not going to
enable you to become a major player in your industry. This get much interest, because all of these are considered
means you will inevitably require an injection of outside mature markets already.
funds.
Killer Applications – This means ideas or products that
If you require funding in the region of $25k - $100k, you’re have the potential to turn a market on its head. Ideas
probably better off looking for an ‘Angel’ investor. Which is that solve problems or save money are often of interest.
usually defined as high net worth individual who is inter-
ested in buying in to a business with which he has some af- Relevant Market Experience – It’s a well-known fact
finity, and wherein you will get an uplift from both his cash that VC’s will often invest in the people, as much as the
injection and his experience and contacts. idea, and therefore they usually look to what sort of rele-
vant industry experience the key people in the business
However, if you are looking to seriously grow a business and have. If you claim to have developed a killer application
are seeking somewhere from $1m - $5m, then you will most for dentists, but no one on the company is one or has
probably need to consider talking to a Venture Capital firm. ever worked for one, then you are going to have a hard
time convincing them that you understand the industry
Even with the current global financial crisis, there are still you are trying to break in to. This can often be overcome
plenty of cashed up funds out there looking for good busi- by putting someone senior from within the industry on
nesses – the trick is to put your business in the best possible your Board or management team.
shape in order to ensure that your business is of interest to
them. Barriers To Entry – This means you are either so far
ahead of anybody else in your idea development, or that
Having had to deal with a variety of international venture another potential competitor would have to spend large
capitalists, first as a business founder and CEO, and then amounts of time and money to ever catch up. But if your
later (having gone over to the dark side) and having actu- idea is to sell veggies online – I don’t like your chances
ally worked for some of them, I can tell you that while there of exciting anyone. Unless of course you have an online
is no easy way to guarantee they will put money into you, veggie business that already sells to 30% of Australian
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 INTERNET MARKETING MAGAZINE 9
consumers – then you might be in your ‘Pitch’. Which means it needs to gence on their behalf, with the result
with a shot. grab them by the throat from the outset being them offering you a Term Sheet,
and keep ‘em reading. I’m sure you’ve which sets out the term of the invest-
A Global Market – In the same vein, all heard of the concept of the ‘eleva- ment, proposed share holdings, obli-
unless your business is ‘scalable’ – tor pitch’ – which means you have to gations of all parties etc. And with that
in other words it has an application be able to pitch your concept in its en- serious cash injection, your business
world-wide, you are also unlikely to tirety in the time it takes a VC to take will be off on a course to becoming a
attract much attention. The VC model the elevator from the ground floor up serious global business.
is to invest say $1m in 10 different to his office. A good pitch needs to be
businesses, fully expecting 8 of then to constantly refined, but here’s my blue- In the next issue of Internet Marketing
fail. But those other 2 that survive are print for a simple attention grabbing Magazine I will share with you about
expected to go on to become $100m pitch. I have used the term ‘Widget’ to dealing with VC’s to ensure you got the
+ companies. And if your business is denote your product. best possible deal.
just aimed at say women looking for
shoes in Toorak, or people who collect “Widgets are one of the hottest prod-
stubby holders, then it is unlikely that ucts/ market segments on the planet
you are ever going to get that kind of right now. In fact, the worldwide
valuation. market for widgets in 2015 is tipped to
be $X Billion, and by 2020 is expected
Streamlined Business Model – In to grow to $XX billion. Up until now,
other words, how is the product or the biggest obstacle to obtaining/
service delivered to the customer and using/ servicing/ producing/ dispos-
(more importantly) how does the cus- ing of widgets is Y.
tomer pay and how are the funds col-
lected. A business model based on the Through my background in widgets,
current Apple iTunes App Store model I have developed a revolutionary
is simple to understand. The customer method / product/ service/ that ad-
logs in, gives a credit card number, the dresses this problem. Tony McAuslan is the epitome of a
App is downloaded, Apple keep their modern day ‘Entrepreneur’. After
30%, and the developer gets the rest. I believe that using my method / working for some of the world’s largest
Simple. But you’d be surprised at the product / service would be a ‘Game companies in Advertising and then
convoluted business models I have Changer’ to the widget industry, and Gaming, Tony launched his own start-
seen put up. VC’s have a very short at- given the appropriate funding – we up business in 2001. Starting from a
tention span, so your business model could capture a large slice of this base of only 3 staff, Tony raised over
needs to be easy to understand and market over the next 5 years. The at- $25m in venture capital and grew his
realistic. tached I.M. provides more informa- company to over 80 staff with offices in
tion about this exciting industry de- Sydney, Los Angeles and London. After
Okay. Assuming your business meets velopment.” exiting the company in 2005, Tony went
most of the above criteria, the next on to work as a Business Development
thing you need to do is to put together I guarantee you that a simple pitch Manager for one of Europe’s largest
a short Information Memorandum (or – either verbal or in writing – that in- private VC firms, where he helped raise
I.M. for short). cludes the above information, will over US$80m for a wide range of start-
garner enough interest for the VC to up ventures. He now splits his time
Your I.M. should be no more than want to read your I.M. between mentoring various start-up
about 25 pages and needs to contain firms, and consulting for clients who
the following information – Executive Once they’ve read it (and hopefully are seeking venture capital funds. He is
Summary / Market Snapshot/ Product decided that they want to know more), based in Sydney and can be contacted
Overview/ Key Staff/ Business Model/ you will be subjected to an endless by email at tmcauslan@hotmail.com
Marketing Plan/ Competitor Analysis/ round of meetings wherein they will
Budget with Revenue Projections for try to get a sense of the founder’s man-
1, 3 and 5 years. agement style , the business, and the
skills of the key staff. With a bit of luck
The Executive Summary is basically this will lead to some serious due dili-
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 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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HOW TO USE RE-MARKETING WITH
GOOGLE ADWORDS
by Mike Rhodes
Remarketing A popular remarketing strategy
has existed in One of the more popular remarketing strategies is targeting
the online ad- users who left your site without purchasing anything. Since
vertising world one of the most common reasons for not making a purchase
for a while now. is price, why not target these people with a special offer &
However the either add value, offer a better bonus or discount the sale
feature is fairly price?
new to Google
AdWords & still To set this up create two remarketing lists. The first is for all
causes a fair your site’s visitors & the second is for your ‘buyers’. Google
bit of confu- will give you two different code snippets – one for each
sion among list. Install the code on your site (eg snippet 1 on all pages,
AdWords users. snippet 2 only on the thank you page). Now target the ‘audi-
ence’ that consists of all visitors but not buyers.
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 Customise your creative
a particular page on your website. The benefits are improved As with anything in marketing, you’re only as good as your
ROI & more powerful search marketing strategies for your offer. So try different creatives for your remarketing cam-
business. paigns. You already know which parts of your site they were
interested, so try cross-selling or up-selling related products
How does remarketing work? & services.
To use Remarketing in AdWords, you first need to ‘tag’ visi-
tors to your site. Then you’re able to show ads (on Google’s Once you find an offer that works, you can quickly roll out
Display Network) to those people & only those people. This new text ads with variations on that theme & even add new
gives you a number of strategies. image ads if your budget allows.
The type of visitor you tag is entirely up to you. For example Another great feature is that you have control over the length
you may choose to tag some or all of the following types: of time that users see the ads. Google’s default time is 30
days, but you can always adjust this to the timeframe you
• all visitors regardless of which pages on your site think is reasonable.
they visit
• visitors that view a ‘category’ of pages within your
site (eg mens, womens & childrens; or, luxury, business & Mike Rhodes is WebSavvy’s
budget) founder and is a popular in-
• only visitors that successfully performed an action ternational speaker, best-sell-
on your site (eg opted-in, bought, downloaded a pdf etc) ing author & consultant. With
• only visitors that placed an item in the shopping cart over seven years’ experience of
but then abandoned the cart & left the site without buying managing & running Google
AdWords campaigns; he’s con-
Each type of visitor is then stored in its own remarketing sidered by many to be an inno-
list. You’re then able to market to individual lists, or even vative leader in Australian Pay
combine lists for more advanced strategies. Per Click marketing. He’s also
a coach for the global leader in
You can even combine your Remarketing lists with other PPC training: Perry Marshall.
AdWords features such as Geo-targeting, frequency capping,
image ads and more. Formally a qualified E-Myth Consultant he’s been building
small businesses for over ten years & considers online mar-
keting 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.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 12
5 WAYS TO BOOST SALES BY PROVIDING
PROOF TO AN UNTRUSTING MARKET
By Steve Plummer
It’s the most distrusted So what you do is present them with data over time
of media, is the inter- which shows trends. For example if you’re in the real
net. Many of the pros- estate market you would show property growth over
pects you’re selling to time. Or if you’re in the business improvement niche
have been burnt before you might show the upward trend in the number of
or know someone who bankruptcies over the last few years. Both sets of data
has. offer “proof” that a solution (yours!) is needed. But
without actually saying it.
And as crude as the
saying is, it’s pretty darn What this does is change the sales dynamic because it’s
accurate... “You aren’t not just you “selling” them. The data is leading them
selling to virgins!” to the logical conclusion that they “need” what you’re
offering!
Question then is, how
do you build trust in It’s “cool psychology in action”, a form of “social proof”
an untrusting market- and leads prospect to thinking outside themselves “yes
place? I can see I need it, like many other people”.
Unsure
One of the greats of the advertising world, Victor So get trends occurring over time and tell your market
Schwab, in his outstanding book ‘How to Write a Good about them... let the data do the selling for you!
Advertisement’ gives some clues.
Showing Proof #2 – Use “Real” Proof
He says, “... (the way to sell is) to stress appeals to the Might be stating the obvious but include any credibility
emotions and instincts, the primary motivating forces. you’ve accumulated.
But this is not enough. The body of a sale comprises
both flesh and bone, the flesh of an emotional response This includes awards you’ve won, approval by experts
and the hard bone of ...(proof)... To support it.” or industry groups, proof of your popularity (eg “1,583
So you need to prove the RESULT of what it is you’re policy holders can’t be wrong”), an “As Seen on TV”
selling. graphic or a “freeze” of the newspaper article about
you.
No easy task, granted... so to help you here are 5 ways
you can make deposits in the trust account of your cus- Can be done directly in your copy or via a graphic or
tomers and prospects so you “prove” your product or banner.
service works and you EARN the right to the sale.
Here they are: Advanced tip: implied approval... let them know where
you’ve been seen, whether an article or where you ad-
Showing Proof #1 – Use Market Data vertise by using the lead in “As featured in” and then
Market data refers to facts/figures/trends RELEVANT the logos of the places you’ve been “seen” in., like this
to the people you are selling to. 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 A really cool way to make you “look” good!
prospects WHY the need your product or service.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 13
Showing Proof #3 – Specificity But there is a distinction... Use graphics which show the
Be as specific as you can. As the great ad man John Caples RESULT your customers will get, rather than just the
says, “A specific claim is more believable than a general one.” “product”.
So make sure you use numbers eg Large Vs Has 23% more There you have it... 5 ways to overcome the distrust rampant
space… Well established Vs Our 52nd year… Cooks quickly in society today and rampant in any online selling niche. Use
Vs Cooks in 5 minutes… Light weight vs Weighs only 1.5 kg… 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.
Final thought: Just remember the old copywriting chestnut...
Showing Proof #4 – Trust Testimonials NEVER MAKE YOUR CLAIMS BIGGER THAN YOUR PROOF.
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. Steve Plummer is one of Austra-
lia’s highest paid and in-demand
The before/after proves the product works but the trust tes- copywriters and is the personal
timonial proves YOU work and can be trusted. copywriter for Australia’s “Mil-
lionaire Maker” Mal Emery. Steve’s
Almost NO ONE is using trust testimonials. Try it out and marketing and writing savvy have
watch your results! resulted in hundreds of thousands
of dollars in extra sales for many
Showing Proof #5 – Product in Action happy clients. Read StevePlumm-
Humans are visual beings so it’s important they see what erOnline.com
they are getting.
Showing them “proof” of what they will get is therefore a
subtle but vital part of the sales process.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 14
CUSTOM FACEBOOK LANDING
PAGES THAT CONVERT
By Leigh Kostiainen
Facebook marketing in just 2 short Facebook pages for as it is possible business in real time for support
years has gone from being some for anyone to become the celeb- and technical issues. This type
hoodoo voodoo thing that only teen- rity in their industry or niche. The of purpose is not focused on
agers should use, to being an essential more of a celebrity you become the fan building strategies rather on
business marketing tool. more interest you attract to yourself highly responsive engagement.
and your business, which means Quality over Quantity.
Business owners are experiencing more online traffic and potentially
varying degrees of success, and there more (many more) sales. This type People
are a number of simple to implement of purpose is about attracting fans/ This is one factor that most people
strategies that will help you increase likers to increase the viral influence don’t put enough effort into is who
your Facebook marketing success. The you have. In this instance producing you are trying to attract to your page.
most important one is your fan page content for your page is very impor- Often when I ask a new client who it is
customization; a branded wall banner tant. More quantity, but quality is they want to attract to their page they
and landing page incentivised for likes very important. respond with either “everyone” or eg:
and mailing list conversions. “women aged 25 to 55”; there is a very
big difference between a woman who
Let’s take a look at the key principles is 25 years old and a woman who is 55
you need to consider while creating years old. Therefore is it very impor-
your custom fan page; tant to know who you are targeting in
as much details as you can manage.
Purpose Use your Facebook Insights data and
The purpose of your page spells out sites like Quantcast.com for informa-
what it is you want to achieve from tion about who you are already at-
your Facebook marketing, if you don’t tracting to your page.
know what you want to achieve then
you cannot know if you are successful. When you know who you are going to
Your page can be used for a number be attracting and what you want them
of different purposes; you just need to Facebook Like to do when they get to your page, pro-
choose the one that is right for you; ducing content becomes easier and
• List Building is easily the most more strategic.
• Branding is a popular purpose common purpose for Facebook
for large businesses like Coca Cola page owners, with the purpose Incentive Offer
and Starbucks who already have es- being to incentivise likers or new Given that List Building is the most
tablished businesses with a widely visitors to join their mailing list. popular purpose for your Facebook
recognised brand and products, This type of purpose is about marketing, some key elements of your
who want to keep their brand in encouraging the ‘right’ type of page you need to incorporate into
the forefront of the markets mind. people into your marketing funnel your landing page design is an email
This type of purpose is about pro- so you have the ongoing opportu- opt-in form and an incentive offer to
viding loyal customers with a place nities of marketing your products encourage fans/likers to join your list.
to support their favourite products and services to them. Quality over Think about what you already have of
and services, these pages naturally Quantity. great value, and preferably digital, that
build large numbers of fans yet are can be used to give away. Some ideas
not ‘usually’ used for generating • Customer Service is another for offers are; eBooks, mind maps,
sales from their pages. Quantity purpose for a Facebook page, blueprints, video tutorials, top ten tips
over Quality. not the most common purpose or free physical products also work
but one that allows businesses to well but require physical delivery and
• Positioning is one of the most provide their existing customers often incur a cost.
unique purposes people are using a place to communicate with the
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 15
Design and Graphics Default Landing Setting
The key areas of your Facebook page that can be branded are Once you have your wonderful new landing page tab de-
your wall banner, the long image down the left hand side of signed and uploaded you will need to do one little adminis-
your page, and also your landing page. Take full advantage trative task. In the admin area of your page on the ‘Manage
of the areas you can use for advertising, normally you would Permissions’ tab you will see the field where you can set the
pay up to hundreds or thousands of dollars to get that sort default landing page; choose your new tab from the drop
of banner advertising on a website that doesn’t even have as down menu and when new visitors, who have not clicked like
much traffic as Facebook gets. yet, come to your page they will go directly to your custom
landing tab.
The wall banner should
have a logo and tag line to Changing It Up
represent your brand and a It is great idea to change your banners and landing tabs for
picture of yourself if that is seasonal or company promotional events. There is no reason
relevant to your business. why your image can’t change regularly, just keep the overall
The reason you should brand consistent so you don’t confuse your community.
have a picture of yourself
on your wall banner is so Top 5 Pic Menu
that when you are using The area above your wall can be used as a pseudo navigation
Facebook as your page (not menu, so it is a good idea to have some great graphics made
as your personal profile) that you can upload to this area that have your brand and
You Like This Shirt your face will be on the are promoting your products or services. If you can’t see any
avatar along with the link to your page; the real key here is images at the top of your wall then simple upload an image
that when you post on other people pages you look like a to your wall and the area will automatically appear. Each of
real person and other page owners will be more receptive these images can have a description or ‘call to action’ includ-
to you. ing a link, so when someone clicks on any of those images
they will see the link and can take action to purchase from
The landing page design is all about your purpose, so if you. If you would like a free template for the image layout to
your purpose is list building then of course you will have an create your own menu go to www.TheFanPageCoach.com/
opt-in form and an offer, if your purpose is branding then a Template-Giveaway and download it.
promotional video will be very helpful.
No matter what stage you are at with your Facebook page you
The actual design should reflect your other online proper- can always make changes and improvements to your page to
ties, primarily your website, so that new visitors to your page help with your conversions. Taking time out to outline your
know they have found the right you! If you don’t have the page purpose, target market and offer as well as other key
design skills yourself there are lots of businesses out there principles such as your policies and content calendar will
who can quickly and cost effectively do the work for you. You ensure you always have success with your Facebook market-
can have a static design that has little to no html coding in- ing.
volved, dynamic designs with cool features like; video, opt-
ins, links to website and other social media or even built in
navigation menus. Leigh Kostiainen is an Austra-
lian Facebook Marketing pioneer,
Call to Action having taught hundreds of busi-
No matter what your purpose is, your landing page must nesses how to gain the Facebook
have a call to action - a call to action is asking someone to marketing advantage for their busi-
do something for you, such as ‘Click Like’. Remember that ness pages. Leigh owns Facebook’s
everything we are doing is about marketing our business so largest page promotion fan page
‘always be strategic’ even if you are only asking them to like – Promote My Fan Page with over
your page it is important to ask them to do something for 35,000 fans, speaks at corporate
you. Often just by asking for the like or for them to opt-in events, provides Facebook custom-
will increase your conversion by as much as approx 43%. ization services, and runs work-
Also using web 2.0 style arrows to point to your call to action shops teaching business owners
helps increase conversions. how to use their viral influence for
real business profits. Connect with
Leigh@leighkostiainen or http://
facebook.com/TheFanPageCoach
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 16
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FEBRUARY 2012 INTERNET MARKETING MAGAZINE 17
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 ac-
curately track lead and sale con-
versions.
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
Search Engine Results Spend.
Your Google Adwords campaign’s health can make a The real game here is to find out which keywords are turning
massive difference to the number of qualified leads and clicks in to customers so you can make smarter bids.
sales for your business. In some cases we’ve increased busi-
nesses revenues multiple millions of dollars a year in sales
just through Google Adwords Campaign Optimization and 2. Give your best performing keywords a raise
website design conversion optimization changes.
With customer search behaviour and keyword perfor-
Your Google Adwords Campaign should not remain static. mance constantly changing, staying on top of keyword bids
In effect it is like a living organism that changes and learns can help make sure you get a good return on investment.
and evolves over time, so it needs management and atten-
tion to keep it running at it’s very best. You can get the most out of your budget by raising bids on
keywords that are bringing in leads and customers and low-
We find that there are a virtually unlimited number of fea- ering bids on keywords that are not.
tures and changes to tweak to get the business results you
are after. Here are 4 of those ways that you can utilise to Achieving higher ad positions and getting more clicks
improve your Google Adwords campaign’s performance. doesn’t have to mean increasing budget. Raise bids on top-
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 18
performing key- 4. Give customers a
words and lower direct line when you
bids on less relevant add Call Extensions.
ones so your ads
can appear in higher Google advises that
positions on search based on their sta-
results pages. tistics 59% of smart-
phone users visit a
A great way of figur- business and more
ing out which key- than 40% purchase
words to give more after looking for local
ad spend and focus information using
is to sort your cam- their devices.
paigns by Conver-
sions. The keywords You can now get local
that rise to the top and relevant clicks
there are are bring- that connect custom-
ing in the most con- ers directly to your
versions and should business by adding a
get the most spent on Call Extensions
them so that they are phone number to ads
in dominant posi- that are being served
tions in the rankings to mobile devices.
as required.
You should see up
to a 6-8% increase
3. Pull the anchor Low performing adwords in clickthrough rate
out of the water by keywords when you add a click-
culling the under able phone number
performers to your ads.
Adwords Conversions
The great thing about this strategy is that customers who call
Applying the 80/20 principle for your adwords campaign are closer to converting, and since the cost of a call is the
makes great sense. In the step above we focussed on the top same as the cost of a click, Call Extensions can help you get
20% of keywords, but equally the same can be said for key- more qualified leads at great value, without added expense.
words 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 Greg Cassar is Australia’s leading Internet
are both great ways to go. Pause any of your keywords with Marketing Strategist. With InternetMar-
a Quality Score of 3 or less and pause any keywords that are ketingDoneForYou.com he provides traffic
not resulting in conversions over time. and conversion optimization services for
medium to large businesses and enterprises.
Both of these changes will have the effect of pulling the You can follow Greg’s latest updates by
anchor out of the water and improving the health of the subscribing to Internet Marketing Magazine
campaign so that your adwords ‘ship’ in this example can at InternetMarketingMag.net for the new
run faster and smoother. members area and the latest issue updates.
FEBRUARY 2012 INTERNET MARKETING MAGAZINE 19
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