It’s Hard To Be Simple
I’ve spent the last few evenings trying to create a paid forum. You’d think it would be quite simple. But so many software providers don’t speak a language I understand… and I worked in IT! I’ve been...
View ArticleLaunch and Learn
Imagine building the two sides of a bridge towards each other, to find they don’t meet in the middle? That’s going to be sooo expensive to fix. Engineers know how to build bridges. It’s been done many...
View ArticleHow Do You Compete Against Massive Budgets?
I was recently asked “how to compete in local search with AdWords in a crazy hard category where there’s massive budgets?” Without any further details, I hazarded the following guess… When you say...
View ArticleNewbie Mistake #1 – Limited by Budgets
There’s a lot of unknowns when you first start a campaign: You don’t know what the search volumes are (even if you’ve got estimates from the Google Keyword Planner). You don’t know what your ad...
View ArticleNewbie Mistake #2 – Our Landing Pages Don’t Convert!
Do you think people aren’t buying… because your landing page “doesn’t convert”?… because your offer isn’t good enough?… or because people aren’t hungry enough for what you are selling?Landing pages...
View ArticleA Simple Example of Using AdWords To “Validate”
WordPress and Optimizepress to create 1 simple form-fill lead-gen landing for solicitors (built my little old me because their IT team was too slow). Create/upload a campaign bidding on 40k UK...
View ArticleHow To Get Profitable Or Fail Fast
Here’s how I often determine whether a project, niche, seed, or keyword has legs, or needs a bullet. Note1: I use blanket bid prices throughout the steps below, meaning the bid price within a campaign...
View ArticleThe Need For Speed
Performance is revenue, cost, profit, ROI. Key Performance Indicators (for paid search) are Estimated Impression Pool (available searches), Impression Share, Impressions, Avg Pos, Clicks, CTR,...
View ArticleYour Marketing Centre of Gravity
Have you seen the visualisation of gravity being a heavy object on an rubber sheet? Like this: Glenn Livingston (www.glennlivingston.com) describes a Marketing “Centre of Gravity”. When we’re not...
View ArticlePlease Bid On Your Brand Name
Many people think they shouldn’t bid on their brand name because they already occupy the top organic position on Google/Bing. Because they’re getting this traffic for “free”, they begrudge paying...
View ArticleThe Single Biggest Mistake People Make With Landing Pages
This is probably the single biggest mistake I see people make with landing pages, and I’m going to try and save you from ever making this mistake again, whilst simultaneously giving you at a massive...
View ArticlePick The Right Customers
Back in 2009 I was doing a business course led by Blaise Brosnan. The course resembled a “round-table” of 15 local business owners or entrepreneurs. Over the course of 6 months, we would meet up every...
View ArticleFulfil demand first
In my mind, I have an (over-simplified or over-complicated?) hierarchy like this: 1) They NEED it, but don’t know they need it yet. You can’t sell to these people yet. You’re going to have to educate...
View ArticleShow, don’t tell
Years ago I was on a Local Enterprise Course in County Kildare with other business owners. I got talking to two brothers who ran a Private Investigators firm. They were interested in learning more...
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