Issue #4

Title: "2 measly sales made me THAT happy?"
"PPC Mastery Step-by-Step"

Sorry for the delay in getting this issue out to you. I've
got a LOT of projects going on. I just finished the bulk of
one of them and took this much needed time to write you.

It's that project that I want to discuss with you right now,
actually.

I refined the p.roduct.
- which I got pre-written from Nicheology -- click here to read my full review on it.

I rewrote the sales letter.
- I'm sorry, but the only good thing about the pre-written
salesletters from the Nicheology are the bullets (which tend
to focus on FEATURES instead of BENEFITS, but they are a
great starting point and require only a little work) and the
overall IDEA of the salesletter (notice what points they
discuss and what "wants" are covered, note them and expand
on them). This is NOT a reason to not subscribe
to Nicheology, they are an incredibly valuable resource.

I set up my tracking system for running split tests.
- tracking = tweaking = increased conversion = bigger
profits! Trust me, I'll go into tracking later. It's MUCH
easier than you think and really, really important to do.
I'll even take screenshots to explain things better. Watch
for this in future issues.

I applied various traffic strategies.
- SEO, viral ebook, PPC, articles, JV, affiliate
programs

Traffic came in and it started selling! Woohoo! That
first day when I saw 2 sales in my inbox, it was one of the
best days in a while. I was on cloud 9!

2 measly sales made me THAT happy? I have other websites
up that are making money year-round, and own an offline
computer service business contracted with the military
pulling in over $500,000 a year -- and making $29.96 in a
day made me that happy?

Damn straight it did!

Because that means with testing, tracking and tweaking, this
website will be making a few grand a month, and all 100%
automatically! Wouldn't that make you happy, too?

Stick with me, read my newsletters, ASK SPECIFIC QUESTIONS,
and we'll get there together.

==============
Subscriber Q&A
==============
"What resource do you recommend to learn the PPC marketing
system?"
-- Ed, Los Angelos, CA

Good question, Ed. The keyword here is "learn."

The answer to that is Google A.dWords.

"Dude! He asked you where to learn, not where to advertise!"

Yeah, I know.

"What the hell! How can Google AdWords actually help
someone LEARN the PPC system?!"

Sheesh, calm down. Google AdWords gives you the ability to
split-test ads for each keyword. Using the information I
am about to give you, go to Google AdWords, apply it, and
learn.

Do you see what's going on here? "Learning the PPC system"
is not buying a book and reading it, that is gathering
information. Learning is applying the information --
learning is seeing the results of that information in use.

Ok, on with the PPC info.. for all of these, i'm assuming
you will be using Google AdWords.

The Ad Itself:
- The PPC ad is broken down into 3 parts: The title, the
description and the URL.

- The title should have the searched keyword in it, and
invoke interest. Like "<keyword> Secrets Revealed!" or
"Discounted <keyword>".. Go to Google and search for various
things, and look at the AdWords displayed to the right.
Notice which ones catch your eye, and notice which ones seem
boring. Use your marketing eye.

- The description should play off the title, give a little
more information, but not too much more. You want to leave
enough curiousity to make them want to click on your ad.

- The URL plays a small part too. Consider buying a domain with
your main keyword in it.

- Here's how it works out: They search for something, your
AdWord title catches their eye and invokes curiousity. Then
they read your AdWord description and get even more
curious, then they have to click on your ad to find out
more!

Negative Qualifiers:
- Since you are paying for each click, you are forking out
cash regardless of whether or not someone buys from you.
So to reduce tire-kickers and looky-loo's from clicking on
your ad only to do nothing, you use negative qualifiers.

- This idea may seem odd at first, but they turn
unprofitable keywords into profitable ones. So if you
notice too many people are clicking on your ad and not
buying, then you NEED to put in a negative qualifier.

- The biggest negative qualifier is price. Stick the price
of your product in the description (like "Only $19.97!"),
and if a person is willing to pay that to quench the
curiosity your ad invokes, that is a HIGHLY TARGETED person.
NOW you don't pay for looky-loo's, and only pay for
targeted people.

- Other negative qualifiers are ones like "for beginners"
or "for advanced users" or "for men" or "for married people
only"... Basically anything that narrows down the audience.

- Don't a.utomatically use these. Only use them if your
AdWords aren't converting well enough.

Split Test Up the Wazoo:
- This is the BEST part about AdWords. For each keyword
have 2 ads, and for those 2 ads have only 1 difference you
are testing. This is EXTREMELY important: the ONLY
difference between the ads should be what you are testing.

- First try different titles, and use the same description
and display URL. Find out which one is clicked on the most,
and then use that same title for both ads. Then try
different descriptions, and see which one of those is
clicked on the most, and then use that description for both
ads. And keep tweaking and testing as much as you want,
continually trying to beat your previous results.

- Eventually you'll have an ad that works very, very well.
Now go to other PPC systems, like Overture, to bid on the
keyword using your tried and true ad to bring in more
safe-bet traffic.

If you still want to learn more about mastering the P.PC
system, I recommend 2 things:

1. Ask me a SPECIFIC question. I'll do my best to help you.

2. Check out "Stomping the Search Engines." This is a 9
audio CD set about m.astering the search engines. The bulk
of it is info on how to optimize your pages for organic
search engines, which I believe is a fundamental internet
marketing skill. But the last 2 CD's cover PPC s.earch
engines and reveal fantastic techniques. I've listened to
this collection 8 or 9 times already, and I HIGHLY
recommend it to anyone looking to learn search engine and
PPC optimization. Click here to learn more.

Thank you for your time,
Palyn Peterson

John Reese's acclaimed monthly Internet Marketing Report.
For *serious* marketers ONLY -- Do NOT go here if you are
simply playing around. But if you are very serious about
developing a profitable business online, look here NOW:
http://www.reesereport.com/bonus

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