Should You Let Google “Improve” Your AdWords Campaigns?
Q: Perry, wondering what you (fellow adwords expert) thinks of the new “benefits” Google is bringing out. Constant emails about mobile this, call us for a strategy session on that, conversion blah, upgrade this right now. My client’s campaigns are well refined now & they don’t want Google monkeying with them. Bottom line: The 3+ “upgrade” emails/mo. are overwhelming my clients with nonsense. –Rico
A: I posted this question on my Facebook wall. Look at the powerful response I got:
My Answer: You NEVER let Google touch the campaigns you have painstakingly built by hand with your blood, sweat and tears. EVER.
If I only had a dollar for every person who lost $20,000+ because they committed this grave error.
You can let them build a side campaign for you and put it on pause if you want… and cautiously turn it on… and watch it like a hawk. But 90% of the time they do a disastrous job. I’m dead serious. I’ve seen this over and over again. I cannot specifically recall a single instance that turned out well.
Moral of the story:
Never put a German Shepherd in charge of the ham sandwiches.
Join Us at the AdWords Seminar Workshop at SMX San Jose
We’re teaming up with SMX to conduct a one day intensive AdWords training course before the SMX San Jose conference starts.
If you live in the region and want a solid day of training – this is perfect. If you’re going to be at SMX San Jose; come a single day earlier and leave with a lot more knowledge about the intricacies of Google AdWords.
The event will take place on February 27th, 2012. Here’s all the details:
Even with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line.
Join Brad Geddes for a full day of AdWords education and discussion that will teach you not only the best practices, but also advanced concepts and strategies that are based upon a decade of research and testing.
What Will I Learn?
Comprehensive Keyword Research: The absolute center of every PPC campaign is keywords. Learn the effective methods to discover and research keywords. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
Writing Compelling Ad Copy: You will learn how to sync your ad copy with both your keywords and buying cycle stages.
Ad Copy Testing: Testing ad copy is essential to any AdWords account’s success. You will takeaway several ideas for ads to test by the time you leave the session.
Demystifying Quality Score: Quality Score has a larger effect on your account’s visibility than any other setting inside of AdWords. Quality Score can be a challenge to increase. Receive step-by-step instructions in how to prioritize Quality Score improvement, and what actions to take to increase your Quality Scores.
Increase your Reach Through the Google Display Network: Consumers spend about 5% of their time with the search network. The rest of their time is spent on content sites. Learn how to effectively reach users beyond search with contextual ads, placements, and enhanced campaigns.
Control Your Ad Display with Location Targeting: Do you think that geographic targeting isn’t relevant to a national business? Think again! Whether you are a brick and mortar local business, or a global e-commerce site, learn how geographically targeted campaigns can create additional connections with searchers.
Increase Your Landing Page Conversions: The first impression to a potential customer is the landing page. With only a few seconds to engage the buyer this may be more important in your conversion funnel than anything else. This section of the course will not only go into best practices and usability, but how to test landing pages in a simple and effective method.
Networking Opportunities: Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.
Who is Brad Geddes?
Brad Geddes is the Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.
- Google Certified AdWords Trainer
- Author of “Advanced Google AdWords”
- Host of Marketing Nirvana on Webmaster Radio
- Internationally recognized speaker
- Trained more than 10,000 businesses on AdWords
- Columnist for Search Engine Land
- Founder of Certified Knowledge
- Worked with companies with budget ranges from $17 month to millions each month
- Has worked with Red Lobster, Encyclopedia Britannica, Yahoo, Google, Amazon, YellowPages.com
Past Training Video Testimonials
How to Register
If you would like to attend the Advanced AdWords Training @ SMX West you will need one of two passes for SMX:
- Workshop only pass
- All Access Pass + Workshop
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More Information:
Please Note: This is a one day event that is a partnership with SMX. This is not the same as the AdWords Seminar for Success. This is one day event that is jammed pack full of information in a short amount of time. Please come ready to learn.
Join Us at the AdWords Seminar Workshop at SMX San Jose is a post from: Certified Knowledge
Google Privacy Policy Overhaul: Reflections for Online Marketers
Google's upcoming privacy policy overhaul addresses two themes:
1. Providing users with more intuitive functionality across Google properties (Search, Gmail, YouTube, etc.), and
2. Providing advertisers with more relevant targeting options across Google properties.
The key distinction here is "across Google properties."
While the most privacy-conscious users may be concerned with the changes, for advertisers there is nothing but upside. Google's updated privacy policy opens the door to more cost-effective targeting to your most responsive traffic across Google properties and devices.
Google will be able to provide advertisers with a richer picture of their users for advertisers to target with remarketing, interest category targeting, and demographic targeting. (Users can see how Google defines their individual interest & demographic buckets in their Ads Preference Manager.)
As an example use-case, let's say someone visits your website on their mobile phone and adds something to their shopping cart. They abandon their cart and leave your site, but not before you add them to a remarketing list you're building within AdWords. Assuming the user is logged into their Google profile, you'd be able to target them with your remarketing ads when they're browsing the web at home from their iPad later that night. Furthermore, you may find that users interested in certain topics are more responsive to your remarketing ads. Google's new policy will enable them to boost the accuracy of the interest category inferences for their users.
Google's updated privacy policy may leave room for them to go further than just associating more data with users logged-in to their Google account... Google states that they may store "cookies that may uniquely identify your browser or your Google Account." This language opens up the possibility that Google could in the future use your Google profile data to deliver ads even if the user has since logged out of their Google account. The cookie would persist on the computer which ties it to a Google account. Currently, less than 10% of traffic from Google searches are from logged-in Google users. A cookie-based profile link would move this number up substantially.
Expect to see more Google advertiser tools rolled out over the next few quarters that make use of the cross-property and cross-device advertising functionality promised by this policy.
MSN Rolls Out -[Negative Exact] Match Type
In November 2011, MSN began supporting exact match negatives. It was a long time coming since Google has supported the match type for years. Although MSN differs a bit from Google in other match types such as their use of broad match, exact match negatives work the same in both MSN and Google.
Using exact match negatives gives you the ability to exclude very general search terms while maintaining the high volume search traffic that comes with broad and phrase match.
Let's say an online travel supplier wants to target users searching for discounted travel arrangements, but finds that searchers looking for general terms such as "travel" or "cheap flights" aren't far enough into the buying cycle to make the clicks profitable. They can add exact match negatives like -[travel] and -[cheap flights] so their ads will still show for terms like "travel fares" or "cheap flights to Hawaii," but they won't match on the broadest queries.
Negative exact keywords can be added to your MSN just like any other keyword through the user interface, the desktop editor or through bulk sheet uploads. To add an exact match negative to a campaign or ad group, go to your campaign or ad group's settings, then click negative keywords. To add a negative exact keyword in the desktop editor, add it as a negative like you would normally but put brackets around it.
With the addition of exact match negatives, MSN has sunset the use of keyword level negatives. We recommend taking a look at your keyword list and moving any keyword level negatives to the ad group or campaign level.
The best way to discover which keywords to add as exact match negatives is by running a search query performance report found in the Reports tab. By analyzing the cost and conversion data by search query, you'll be able to identify specific queries that aren't converting yet are matching on broad keywords and add those queries as broad, phrase or exact match negatives.
In addition to the new match type, MSN has introduced a new feature in the newest version of the adCenter desktop editor. It will now inform you of any negative keyword conflicts. So if you have the keyword "free whitepaper download" and the negative keyword free, it will highlight that ads aren't showing for that keyword due to the negative keyword overlap.
Now is a great time to give some extra attention to your negative keywords in MSN to make sure you are reaching maximum traffic without wasting spend.
How Savvy Is Your AdWords Account?
When you do AdWords account audits, you need to go beyond the data to see how savvy the AdWords account is. If the account is well put together, then the account manager generally knows what they are doing and you will end up talking quite a bit about the data and the account’s strategy.
If the account is lacking in the advanced use of features, often your conversation will be geared around education and some strategy.
While I often start with the One Minute Account Diagnosis, there are a few signals you can use to see if the account is savvy or not before you start talking to the account manager about increasing the account’s performance.
Conversion Tracking
Every account should be tracking conversions. Sometimes this is in AdWords, other times it might be in Google analytics or their own in-house system.
If the account does not have conversion tracking of some sort, this should be the very first step to getting an account on track.
Extensions
Every account can benefit from some extension. Everyone can use sitelinks. Local accounts can focus on location extensions. Ecommerce accounts have product extensions. There are call extensions, social extensions, etc.
If an account does not have any extensions, then the account manager generally needs to be educated in not just extensions, but also top vs side performance of ads.
I find a lot of older and very sophisticated accounts often do not have location extensions enabled any longer. These accounts are often large hotel or restaurant chains that took the time to create Local Business Ads, which were retired a few years ago. However, when the ad format was retired, these companies often did not take the time to rework all of the data into location extensions.
Search vs Display Campaigns
A properly organized account will have separate search and display campaigns. If the campaigns are targeting both search and display, you will usually need to educate the company about the display network and how to properly organize it.
Negative Keywords
Does the account have negative keywords? Are they using negative keyword lists? If yes, then at least the manager knows what negatives are and you can go beyond education to finding the words that need to be blocked.
If the account has zero negative keywords, then you usually end up in a conversation about match types and search queries.
Modified Broad Match
Is the account using all broad match? If yes, you need to have a serious talk about match types. I find that many accounts use broad match for good reason, but have never heard of modified broad match. Modified broad match is a nice middle ground between phrase and broad match.
If an account is using all exact and phrase match, the account was often set up and optimized more than two years ago when expanded broad match was spending too much money without enough conversions.
Default Bids
Are all the keywords bids ‘default’? This means that all the bids are at the ad group level and are often 0.25, 0.50, 1.00, 2.00, 3.00, etc. If so, Odds are the account has no bidding strategy at all. There are times when you need to bid at the ad group level such as when you have a lack of keyword data. However, if you are bidding from some conversion metric, then some of the bids should be precise numbers such as 1.03, 0.29, 0.98, etc.
If all the bids are roughly the same, then you need to have a chat about bidding strategies that often ends up being about the company’s marketing goals.
Filters & Automated Rules
If an account has saved filters, automated reporting, or has set up automated rules, then usually the PPC manager is fairly educated. These are strong signals that you are going to talk to a smart person who wants a second opinion or is too overworked to get into the nitty gritty data analysis that can help out an account.
Conclusion
There are many other signals you could use to determine how savvy an account is; however, I have found these signals are indicative of how savvy the account is as a whole. Also, you can see all of these settings in just a few minutes of time. I do recommend using the AdWords editor as that will show you all the campaigns at once so you can quickly see mobile, tablet, desktop, search, display, time of day, location, and other settings from a single screen.
Just because these items are in place does not mean the account is perfect and well run. Also, not having all of these items in place does not mean the account is poorly managed. These settings give you an indication of how many features the account is using so that you can speak to the education level of the account.
You should know your audience, and in a PPC audit – the audience is the account manager and maybe their boss. Therefore, understanding the account manager’s knowledge will help you speak to your audience so that you can make sure you’re spending your time on strategy versus education so at the end of the audit – everyone is happy with the outcome.
How Savvy Is Your AdWords Account? is a post from: Certified Knowledge
“Google AdWords for Dummies” book review
Google AdWords for Dummies
by Howie Jacobson, Joel McDonald & Kristie McDonald
Wiley Books ©2011 403 pages
A few years ago at an airport, I got a call from Howie Jacobson. “Hey Perry, the people who publish the ‘Dummies’ books asked me to write an AdWords book and I said yes. Um, I hope that’s okay.”
I’d taught him AdWords early on, and he didn’t wanna tick me off by competing with my own books.
“No problem, Howie. I just want to make sure all the people in the AdWords cartel are my friends.”
Howie is a very good friend of mine and I’m proud of him and his book. I also know his co-authors, Joel and Kristie. The three of them run the online marketing firm Vitruvian. Allow me to tell you about Howie’s book.
The first thing I like about this book is the cartoons. AdWords has gone from being a glamorous “bright shiny object” for make-money-fast types (deservedly so) to being quite a complex undertaking for large accounts.
The result is that about half the AdWords books and courses out there are dreadfully boring. They read like computer manuals. It’s a shame to do that to AdWords because it’s a game for people who understand people just as much as it’s a game for people who do spreadsheets.
Howie’s occasional humor is appreciated. You might want to apply some humor in your AdWords career, as well.
Unless you want to drill down into your AdWords campaigns with Excel pivot tables and mind-numbing detail, this book contains all the basic information you need to build a large and successful campaign.
My favorite chapter is The Ten (or so) Top AdWords Mistakes. Success in AdWords is largely about having layers of refinement that most other advertisers don’t bother with. This tells you what the 10 most important layers are. If you already spend significant dinero on AdWords and want an instant improvement, this chapter will pay for your book a dozen times over.
And the case studies in the following chapter highlight different dimensions of thinking that you need to solve different kinds of problems.
The advantage Howie & company have over most people is, they’ve worked in dozens of different industries, where click behavior varies widely from one to another. This chapter is bound to show you something you’d never notice on your own.
One last thing: Howie’s modesty – to the point of checking in with me before he went and wrote the first edition of this book – tells you something about him. He under-promises, over delivers, and treats readers, vendors and customers with respect. When you’re laying down your cash to grow a business, that’s a big deal.
Howie respects your dollar and that’s what makes him a worthy teacher.
Excellent job, Howie. A top pick.
Google AdWords for Dummies on Amazon
Productivity Tip for Following Up On Emails
I’m a huge fan of making my time as productive as possible. I don’t want to waste time in hunting down if someone has replied or try to add yet more things to my calendar just to try to remember something. I like quick and automated solutions.
When you send an email that you need a reply to, in Outlook you can do this:
- CC yourself
- In the message you sent yourself, add a reminder for that specific email at the time and date you desire
- Archive the email
- The reminder will pop up the email at your set time. If you have a response and are done with the email – just dismiss the message.
- If you do not have a response yet – the email is in front of you – so you can just forward the email with a quick note that you still need a response
With this method, there is no need to try and remember what you are waiting on – its your task list.
When I switched to Google apps, I lose this functionality. It is the single thing I miss the most about Outlook.
I was very happy to find a program that does the exact same thing for Gmail (and it works in Google apps), called Boomerang for GMail.
It’s a browser add on that you can install that adds another tab in your email. You can easily set a reminder that if no one responds by a specific date, put the email back in your inbox so that you can once again forward the email making sure that you get a response.
I find this is very useful for:
- Following up on invoices
- Getting responses from support you send off to other companies
- Getting responses from people on vacation
- Following up on project information (I prefer project management software for most of this)
- Making sure bugs are being reported and followed up on (although I prefer bug tracking software)
- Reminding clients to give you access to their systems
- Anything else you waste time on trying to track down if you have an answer or who is response for that answer
The plugin works with Google Apps, Gmail, Firefox, and Chrome.
There is both a free and paid version. They both have similar functionality, the difference is how many items can be stored in your boomerang queue, and how many systems it integrates with (Google Apps or Salesforce).
It does have some mobile capabilities, but I find them pretty limiting at the moment as its not a fully integrated app (which it can’t be as GMail doesn’t allow that on mobile devices).
You can download it from Boomerang for Gmail.
Please note: This is not an affiliate link or a paid post. I’m just a happy customer (paying for it) and it’s a huge time saver.
Here’s a video about the program:
Productivity Tip for Following Up On Emails is a post from: Certified Knowledge
Glenn Livingston Arrested for Drinking
It’s 100% true…
Glenn Livingston was arrested for drinking on January 4th, 2012, and you can see his mugshot here.
It’s pretty scary what you can learn using Google Alerts!
Like most marketers, I have routine alerts out on my name, and for just a moment when I saw this come through I wondered if perhaps I’d been out on a bender I’d forgotten last week (even though I haven’t had a drink in 20+ years… not ’cause I’m an alcoholic–I detest that term–just because I find life more interesting and satisfactory without screwing with my mental state)
I also learned, of course, about the myriad of people stealing my products (we pursue them legally now), and a few things about yet ANOTHER Glenn Livingston who’s a pastor in Illinois up to some interesting things from time to time.
But none of these rather mundane results from Google Alerts come anywhere close to the REAL power of this FREE utility…
(Even though tracking your namesakes’ activities can from time to time generate an attention getting headline)
Because most marketers have absolutely NO idea how to use it…
The REAL way to leverage Google Alerts is to first know with crystal clarity EXACTLY what keyword defines your ideal prospect, plus a very small set of related keywords which surround it. Taken together these become your “archery target”… the small space which defines EXACTLY WHO YOU WANT TO BE on the internet, and allows you to more or less ignore everything else.
Once you’ve done that, you can combine Google Alerts with Google Reader Feeds (and some anti-RSS-spam code) to automatically collect pretty much EVERYTHING that happens on the internet that’s relevant to you…
And stop getting distracted by everything else…
Which is the ONLY way to build a hyper-responsive marketing system in my humble opinion.
Have any of you found effective-yet-novel uses for Google Alerts we should know about?
Tell me, I’d like to know!
Dr. G 
PS – I’m considering organizing my network and resources to build a “performance-pay-based-conversion boosting-done-for-you” service. Curious if that’s of interest to any of my readers today
6 Years Slugging it Out & Supremely Frustrated
Got this courageous if depressing blog comment from a guy named Olivier:
Perry: The more i listen to you, the more i feel im screwed and have no chance of ever making it and maintaining my place in a market.
And I always felt i didnt have super value(expertise) to share in any market.
So as a result, should i just give up on the idea of making it online? If im no expert in any market, i dont have a competitive advantage no?
These may seem like basic questions, but believe it or not theyre coming from someone who has tried to make it online for 6 years, and has been through tons of the big guru programs (good and bad)
Oliver
Oliver,
This is a GREAT question. So many layers behind it, too. I’m going to make this question the subject of my next Renaissance Club newsletter which will get mailed out in about 2 weeks.
Short answer:
If you don’t really know what you’re talking about, then God forbid that you should ever become an info marketer. The last thing planet earth needs is another self-proclaimed expert delivering candy-coated advice who is following people who are following people who are lost and doesn’t actually know jack ****.
The reason Google appears to hate so many info marketers is that 75% of them are lame-ass posers. And everybody knows it.
If you don’t have super value to share, then let yourself off the hook. <<Big sigh of relief>> Don’t try. Find someone who does and share THEIR value.
The world has way too many people offering mediocre products and services which have no real justification for their existence. Why clutter the marketplace with more noise and junk?
There are millions of unbelievably good products, inventions, widgets, ideas, books, courses; and bona fide experts who are too modest, too shy, or too uneducated about marketing, etc. to do a good job for themselves. Find one of the good guys and help them.
Lots more could be said about this, much more useful advice on what to actually go out and do. I’ll go deeper in the January Perry Marshall Marketing Letter which goes out snail-mail.
And remember this: In the land of the blind, the man with one eye gets to be king. Many markets are populated by unsophisticated, uneducated marketers. A lot of “turn key” programs and systems that are popular among marketers are aimed at incredibly competitive markets populated by ninjas.
Most markets are a lot easier than that. Pick a battle you can win.
10 Predictions for 2012
1. One of the world’s 3 major economic systems (Europe, USA, Asia) will experience a MAJOR correction. Huge snapping sound propagates ’round the globe.
Where will the tsunami strike first? I don’t know, but some clues:
- Surely nobody needs to remind you about the Unstoppable Force (US government spending), vs. the Immovable Object (reality). The Unstoppable Force is not unstoppable and will hit a wall. The next wave of billionaires will be options traders who bet their money that sooner or later, reality will prevail.
- China is in a massive real estate bubble. A condo in Guangzhou costs every bit as much as a condo in downtown Chicago; in Shanghai it costs more. I have no way of predicting when this is going to end but it will.
- Britain’s debt is even worse than the US.
- Porter Stansberry’s famous “End of America” video (a contrivance of some truly brilliant copywriters) predicts the next apocalypse will come when the world suddenly decides to abandon the dollar.
The reason Porter is wrong is that the other choices are even worse. Sort of like an election, where you vote for the person you suspect to be the least-evil puppet ruler. Karl Deninger said, “The US dollar is a hooker with crabs… all the other currencies have AIDS.”
2. Cost Per Impression for online marketing exceeds that of offline. Online offers no particular price advantage in thick niches; the advantage is in the bells and whistles and targeting. Well worth the money, by the way.
This trend is already firmly established with “Jugular Offers” (troublesome B2C categories like business opportunities, weight loss, alternative medicine) where Google bans are the norm.
This means ninja marketers now use Pay Per Click to test and perfect, then cut deals elsewhere for the big profits. (Funny…. hey, wasn’t I saying that 8 years ago?) Customers acquired offline are more loyal.
Online-offline integration is the name of the game. I know a surprising number of guys who are making big bucks with radio advertising. Almost all the best info marketers I know are using direct mail profitably.
3. Social Media as a hotbed of demographic and psychographic insight – not sales channel.
Yesterday I was eating corn chips and on the bag was the obligatory blue Facebook “F” logo. “Woo hoo!” I thought. “I sure do love Facebook, it’s where I interact with my favorite brands and learn about coupons and special promotions. Happy Happy Joy Joy!”
Before another minute was allowed to pass, I rushed to my computer and became a fan of Frito-Lay.
Seriously, Frito-Lay isn’t going to budge their sales numbers an inch with a Facebook Fan page. However they will get some fans anyway, and the psychographic information they can get from Facebook will tell them stuff about compulsive TV-watching snackers they’d never figure out from a focus group.
This is the whole idea behind our own Fanalytix™. Years ago you couldn’t have bought this information for any price; now it’s buried under your own mattress. Those who use it possess a decisive edge.
Oh, and even though Twitter has no business plan, they can topple Arab regimes. I believe the CIA secretly sends a white van to the alley behind Twitter’s offices and tosses bags of $1000 bills to a guy in an orange suit.
4. Massive Asia Middle Class. Between China and India, their middle class now rivals the entire population of Europe. Asia isn’t nearly the haven of cheap outsourcing that it used to be; people who used to work for 60 cents an hour now cost four bucks.
It also means Asia’s creme de la creme is 3 million strong and they have TONS of cash. I saw more Bentleys in China in 3 weeks than in Chicago all year. If what you sell is expensive and confers status, you need catch the next flight to Shanghai or Bangalore.
5. Facebook hits the wall w/ investors. I doubt this will happen in 2012. Maybe in 2013. But at some point, the money people will wake up and realize Facebook has been playing patty-cake with their kindergarten advertising system. Facebook’s gonna go public and public companies have to make money.
Facebook ads are still the wild west, where people rub sticks together to make fire. The good news is, there’s a lot of dry firewood.
Just as a major correction is inevitable, Facebook turns a corner and finally decides to get serious about advertising. Not a moment too soon.
6. Affluent Europeans and Americans are adding a 2nd residence in developing countries. I have a friend who’s doing a seminar on how to set up a second residence in Guatemala. It’s already sold out.
There are some real advantages: Nobody in Costa Rica worries about riots in London, and the cooks and maids there are really cheap.
7. Futurist Ray Kurzweil has long predicted the coming “Singularity.” This is when, through the power of Moore’s Law, a desktop PC finally exceeds the power of the human brain. He says it’s going to happen in less than 20 years.
At that time all the computers in the world will be networked together to form a global brain of unimaginable power, ushering us into utopia. We’ll all upload ourselves into the cloud and achieve immortality. Some folks are cryogenically freezing their heads so they can be resurrected decades from now.
Kurzweil has somehow not noticed that Microsoft Word took two minutes to open 20 years ago and still takes two minutes now. He’s managed to not notice that your computer today is no more self-aware or capable of will or desire than the PC you had in 1993.
Does anyone *really* believe there’s no problem that can’t be solved with more CPU cycles? (“Dear business owner: Your REAL problem isn’t lack of credit or sagging sales. It’s the fact that your computer is just too slow….”)
Oh yeah, and the Singularity crowd assumes you can trust the IT department to house your brain and not sell the memory of losing your virginity to the porn guys.
Meanwhile, people who swore they’d live to be 150 still have strokes at age 57. The “Singuarity” is a rapture story for secular sophisticates.
8. Google plus will never unseat Facebook, but…. Larry Page has tied 25% of employee bonuses to Google+. What this really means is that Google is amassing even more demographic and psychographic data than Facebook ever dreamed of.
This is handy for Google: Facebook takes all the heat from privacy groups for their massive public gaffes, while Google AdWords gets better and better. This is GREAT for advertisers.
9. Retargeting means that the days of 3 cent clicks on Google’s Display Network are over, unless you’re targeting Trailer Trash prospects.
10. Four horsemen: Netflix, Pandora, Spotify and Amazon. The price of books, movies and music is headed towards zero. You’re already seeing 1-day Kindle specials: $20 books are $2.99, 99 cents or even free.
Amazon will start renting books to you on your Kindle the same way Netflix rents movies.
At Amazon, books are just a loss leader for selling flat-screen TV’s and Christmas presents. For you, books are a loss leader for selling ______?
You better decide right now. And if you don’t come up with a loss-leader strategy for your biz… someone else will.
Sleep with one eye open.
Perry Marshall
P.S.: Groupon’s gonna fizzle.
