Archive for July, 2008

Incest, Advertising & A Long Phone Call

July 31st, 2008 • georgelane • 0 comments • Related • Filed Under

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The other day I was speaking on the phone with Mark Pocock — who’s a leading copywriter based in the UK…

As the phone line was crackling with the exchange of tips and ideas, Mark hit me out of the blue. He asked:

“Why do so many businesses advertise the WRONG way?”

Immediately, and on what I can only describe as a subconscious level, I responded:

“Business Incest!”

Find out exactly what Business Incest is, and whether you’re committing it.

Check out Mark’s Blog Post Here

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£18 per click Adwords Case Study

July 29th, 2008 • georgelane • 0 comments • Related • Filed Under

On blogs, forums, and business events, I hear people complaining about the cost of pay per click marketing, which on the surface, is a valid complaint.

BUT, just because you’re paying a lot for a click doesn’t mean you can’t make money using pay per click marketing.

The truth is (that very few people ‘get’) is that the more competitive and expensive a market is on pay per click, the greater the chance there is of making a ton of money. Cheap keywords are cheap for a good reason.

One of my clients, Graham - owner of MyMoneyAdvisor.co.uk, had a massive problem.

  • Cost per click was MEGA expensive in his market (as in £18 per click).
  • Margins were tight.
  • When people clicked, very few people took action (and not enough to break-even, let alone make money, from Adwords)

But within a few weeks of working together, we had it sussed.

  • Cost per click was halved
  • Cost per lead was reduced by around 75%.
  • Profits were up in a big way.

Listen to Graham describing the Good, Bad and Ugly sides of marketing his business using pay per click:

One Sentence Persuasion?

July 16th, 2008 • georgelane • 0 comments • Related • Filed Under

Just came across a great report courtesy of Mike Mindel on Twitter.

I remember reading this a couple of years ago in the back of a Joe Vitale book and completely forgot about it until now.

It’s a great free report that pretty much sums up persuasion in one sentence.

I won’t give you the sentence here as the author Blair Warren, quite rightly, builds up the magnitude of the sentence in the report.

Get the One Sentence Persuasion Report

It’s a great grounding in the art of influence and persuasion which in sales and marketing, is a very valuable skill to have.

Get the One Sentence Persuasion Report

Cheers,

George

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How to Track Phone Calls in Google Analytics

July 15th, 2008 • georgelane • 2 comments • Related • Filed Under

If you do pay per click marketing and take inquiries or sales over the phone, this could be a breakthrough tool:

Mongoose Metrics - Offline Phone Call Tracking

I haven’t tried the system yet, but according to their website, you can actually track exactly what web pages, ads, keywords, generate phone calls to your business. Awesome.

Unfortunately, this service doesn’t seem to be available in the UK yet. What a shame.

Before this service, it was very difficult to track exactly where a telephone call came from in an online marketing campaign… And even though you can ask prospects what they searched for in Google to find you, research has shown that most give you the wrong answer.

There was simply no easy answer to this problem (except may be “click to talk” buttons), until Mongoose.

Mongoose Metrics - Offline Phone Call Tracking

Check them out, and if you’re in the US, let me know what you think of the service!

Cheers for now,

George

PS: You may also want to check out this article about how to split testing a web page using a phone call as your goal. Very interesting stuff.

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Google Game Changer

July 9th, 2008 • georgelane • 0 comments • Related • Filed Under

If you’re into pay per click marketing (or indeed search engine optimisation), the game has changed as of today.

To those of you who are new to pay per click / Adwords may see this change as insignificant, but please don’t under estimate this one.

You see Google has updated its keyword tool to show exactly how many searches were done on a keyword last month, and on average. This gives you a much, much clearer idea of whether a keyword is worth pursuing.

Seriously, don’t underestimate this small yet very powerful change.

Ed Dale has just produced a great passionate video about it. CHECK IT OUT HERE.

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