Five Days to Success with Google AdWords
- with Perry Marshall
Day 5
"Why the Most Important Success
Ingredient Has Nothing to Do With
Google"  100 years ago, in 1903, the
Wright Brothers achieved their monumental
goal of flight at Kitty Hawk, North Carolina.
Most people don't know that there were quite a few other people trying
to build an airplane at the same time. One was Alexander
Graham Bell; another was the President of the Smithsonian Institution.
All of these men were much better funded than a certain little-known
pair of bicycle shop mechanics from Ohio with a wind tunnel in their
garage.
But
there's a key difference that led to the Wright Brothers' success.
The other guys focused on making a more powerful engine.
Orville and Wilbur Wright focused on the
plane.
Specifically, the Wright Brothers built their airplane as a glider
without an engine - then mounted the engine later, almost as an
afterthought.
They flew it in
the breeze first, then added power later.
That was the key to their success. They discovered
that when
you're building an airplane, the wings are more important than the
engine.
What does
this have to
do with Internet Marketing?
The
point is that all of this is not really about Google AdWords, or
any particular way to get traffic. What matters more than all
of that is the ability of your website to get people to take action -
to opt in, to buy, or whatever you want them to do.
Google AdWords just happens to be the fastest, easiest, and sometimes
the least expensive way to get the traffic there. But once
again, it's not about Google - it's about your website.
What Google will help you do, more effectively than anything else, is
send highly-targeted, predictable traffic to your website, day in and
day out, so you can experiment, test, and perfect your sales process.
Perry
Marshall's "Expanding Universe Theory"
for Doing a Marketing
Rollout
Now
listen up, because what I'm about to explain is profoundly
important. It seems simple, but it's revolutionary.
Please pay attention here.
For
most businesses, the FIRST thing you should do is properly set up a
Google AdWords campaign and play with your website until the traffic
converts to sales profitably.
Frankly it doesn't matter how long it takes to make that
work. Every step of the process teaches you very important
things, even if it's through trial and error.
Why use Google for that? Here's why: It's just
about the only way to get a steady, predictable stream of traffic day
in and day out. Most other sources of traffic, like free
search engine listings and PR, are things you have no real control of.
THEN... once it's working on AdWords, you take the same messages and
sales process and roll out your product in this order:
- Google
AdWords
- Search Engine
Optimization
- Other
PPC's
like Overture and
Findwhat etc etc.
- Email promotions
- Affiliates
- Press
Releases
- Direct Mail
- Print
Advertising
You see,
items #2 through 8 are more expensive and less "controllable" than
Google. Get it right with Google first, where you have total
control. THEN do email. THEN get help from
affiliates. Don't let any of these other things or people be
your guinea pig - if it works on Google AdWords first, then you can
invest in these other things and be fairly certain it will work.
I can't overemphasize how powerful this is. Usually pay per
click traffic represents only a tiny percentage of the people who are
potential customers for you. When you roll out to items 2
through 8, you can often make five to fifty times as much money as you
were making with AdWords. And no longer is it necessary to
risk more than a few hundred dollars on a marketing campaign!
That's exactly what my purpose was in building my Google AdWords
toolkit - to help you have a traffic engine that
does exactly what you
want, and minimizes your risk.
A little traffic. A lot of traffic. Turn it on or
turn it off at will.
You can use it the same way the Wright Brothers used the wind tunnel in
their bicycle shop - to perfect the airplane before going out to "the
big time."
I wish you big-time
success with Google AdWords, and I solemnly promise killer value and a
tremendous range of clever tricks and shortcuts for squeezing the most
out of AdWords for the least amount of money possible. Click
here to find out more.
Sincerely,
Perry Marshall Five
Days to Success with Google AdWords - Day 1
Five
Days to Success with Google AdWords - Day 2
Five
Days to Success with Google AdWords - Day 3
Five
Days to Success with Google AdWords- Keywords- Day 3
Five
Days to Success with Google AdWords - Day 4
Five
Days to Success with Google AdWords - Day 5
New Google AdWords Tactics for Advanced
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