The Secret of PPC Without Losing Your Shirt

A little over a week ago I asked for feedback from my subscribers on your biggest challenges in doing business online. I was overwhelmed with well over 100 well thought-out responses, and have spent the past few days sorting through them and prioritizing which I might spend some time answering.

To get this kicked off, Bill inTexas posed the following questions, aimed primarily at Pay-Per-Click marketing:

“My biggest challenge is getting back in the game with PPC. PPC was by far the best marketing option I’ve tried, but my cost/conversions went through the roof. Now I’m afraid to lose $$ testing again to get it dialed in. What is the secret to PPC without losing your shirt?”

Great question, Bill. Anyone who has made an effort to go down the road of Pay-Per-Click quickly learns that it can be a rather brutal affair. I’ve had my share of Google PPC battles myself.

But that said, PPC is the sole way that I used to generate nearly a $120k in profit from my primary business last year, so it can be extremely powerful. It comes down to a few key concepts:

* Don’t do PPC without getting the right kind of training. Any money you spend on learning how to do PPC the right way will save you ten times that or more in money you’d spend doing it the wrong way. See below for some of the tools and resources that I recommend.

* Work to have enough in your front-end to help cover all of your marketing expenses. Between your own front-end, as well as promoting related, helpful affiliate offers to your resulting subscriber list, you should shoot to break even on your front-end sales.

* Have a strong back-end offer. The good old days of being able to make a fortune off of $30 front-end sales has gone the way of the Model-T. If all you have is a low-dollar-per-sale front end, especially if you’re in a competitive market like Home Business, you’re simply not going to make it. (In my case, the quarter million in income I mention above from 2008 is more than 90% from my back-end.)

* ALWAYS be split-testing your ads to improve your conversion rates.

* Run reports on your campaigns frequently to see where you’re spending money without getting results. If you have keywords that are costing you money without making you sales, GET RID OF THEM. And implement conversion tracking with your PPC engine if you don’t have this data available already. You will find that 90% of your results are coming from just 10% of your keywords if you track this closely.

This is by no means an exhaustive list, and realize that I’ve spent tens of thousands of dollars in “tuition” as I have run real-life campaigns.

IF you’re specifically looking to do PPC marketing for a Network Marketing or MLM-type business, or you’re catering to the Home Business Crowd in general, there are just two courses that I would say is imperative to pick up, and that is Magnetic Sponsoring’s PPC Domination and Perry Marshall’s Definitive Guide to Google Adwords.

1) You can purchase Perry Marshall’s book here:

http://m171.infusionsoft.com/go/defguideSL/bhatia

2) You can purchase Mike Dillards’s PPC Domination course here:

http://prospecting.freeppcleads.com

I’m pretty sure that I would have saved $12k or so in my ad spend last year if I had had this course to begin with and if someone had guided me before.

If you’re doing lead generation via PPC, doing so without these courses is akin to venturing into the deepest, most dangerous jungle in the world without a guide who has been through it dozens of times before…

Without an experienced guide, you don’t stand much of a chance.

By the way, here’s a quick hint when buying a “higher-end” Magnetic Sponsoring course like PPC domination:

If you want to get the course at a steep discount, then buy one of the other lower-cost courses like the Building On A Budget, or Black-Belt Recruiting. When you complete your purchase, you’ll be given a chance to buy one or more of the more upscale courses like PPC Domination at a big discount:

Here is where you can buy Building on a Budget for 29$:

http://prospecting.buildingonabudget.com/letter.html

You will see PPC domination course on the back end at very steep discount

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