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Pre-PPC Strategies For Launching a New Product

PPC has long been the cheapest, quickest, easiest way to test-market products and services, offers and pricing, positioning and copywriting. But in order to use PPC to ask and answer questions about what the market thinks of your offers, you have to already have a product or service ready to go. Whatever your ad promises, your landing page has to begin to deliver. And no savvy entrepreneur would create...

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One Easy Trick to Convert Website Visitors Into Leads

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Fifteen years ago, I got a beautiful bound journal. I remember the month and year because the first entry in that journal is dated September 21, 1999. My intention was to journal every day – I’ve heard from many successful people that the journaling habit is a crucial part of their success formula. My second and third entries were also from that month. The fourth entry was made in August 2001,...

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Stimulate Your Search Marketing Creativity With the Random Input Technique

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Search marketing is often a logical, market-driven endeavor. We can identify our prospects’ wants and needs, survey our competition, tweak and test ads and copy, and iteratively and ploddingly improve our creativity and our results. But sometimes we get stuck. Our tweaks all start looking the same. We obsess over punctuation rather than significant differences in messaging. We’ve tried...

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What ‘Quick Win’ Metric Can You Identify & Measure For Your Prospects?

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Despite everything we know about diet, exercise and health, most of us don’t eat or work out the way we think we should. An entire industry of wellness programs and lifestyle medicine have arisen to help us turn our bad habits into good ones. A startup client of mine jumped into the nutrition and wellness space several months ago. They offer 10-day meal plans, called Jumpstarts, to businesses...

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Gamification in Marketing: Lessons from the Khan Academy Website

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by Howard Jacobson. In 2011, my family and I spent a year in a remote region of South Africa. My children homeschooled and I was nervous about being their math teacher, until we discovered KhanAcademy.org. Through our experience with their site, I learned valuable gamification tips marketers can use to better connect and answer their website audience’s needs. If you’re unfamiliar, the site offers...

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Riding the Motivation Wave in Search Engine Marketing

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by Howard Jacobson. Every couple of months I get the urge to meditate. Like, to free myself once and for all from the illusion of separation and fully realize my oneness with all creation. Or maybe just to feel virtuous and spiritual. Or to help me avoid distractions so I can focus on important tasks, like writing this article – ooh, a squirrel! The reasons vary, but one thing has remained constant...

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Key Points To Remember When Using AdWords

Howard Jacobson (co-author of Google AdWords For Dummies, 3rd Edition) addresses important key points for anyone using AdWords or thinking about using AdWords for their business. What is the biggest AdWords challenge? Importance of market discovery. Writing target ads for your prospect. Finding the right keywords. Improving bid results. Why improving landing pages is so important. Tracking ad results.            

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2 Specific Strategies to Build Trust With Extra Cautious Prospects

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by Howard Jacobson. Despite having a comprehensive website, chock-filled with valuable information, one law firm found itself suffering from an opt-in rate for a free case evaluation of just 1.1 percent. The figure was so low that Google AdWords was an ROI-negative advertising medium. One of my colleague has been tasked with improving this client’s website, which offered services for people who...

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3 Landing Page Headline Formulas to Target Your Prospects

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by Howard Jacobson. When I ran track in high school, the coach would put slow guys like me in the fifth and sixth heats of races like the sprint medley. This race consisted of two eighths of a mile, one quarter, and one half to finish the race. I generally ran the second eighth of a mile, so I had to receive the baton from the first sprinter, pound the track for 25 seconds or so, and then hand it off...

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How to Win in the Google Stock Market

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by Howard Jacobson. The Google search engine has a hidden side. Because it sells ad space based on a keyword auction, it’s actually a stock market for words. If you bid on “donate your car Sacramento” or “DUI Attorney Houston”, you’ll find that the market for those words is very robust. Advertisers are willing to pay a lot of money for those words because they expect...

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