new-adwords-technique-for-competitive-spy-intelligence

I just received a very interesting email from one of the foremost experts on Google Adwords, Perry Marshall. I’ve been following and studying Perry Marshall since 2005 (when I was just a wee little PPC baby, tinkering with Adwords using Google Cash methods).

Once again though, the latest cutting edge Adwords strategies often become mainstream once Perry Marshall brings them to the forefront. After reading Perry’s email, I had remembered seeing often strange results with the Adwords listings, but never equated it to much. As much as I’d love to say I found this trick on my own, the credit of course goes to Perry. I won’t paraphrase, so here’s the email in it’s entirety:

from: Perry Marshall <#### [at] perrymarshall [dot] com>
to: [removed]
date: Tue, Nov 4, 2008 at 7:11 AM
subject: New AdWords technique for competitive spy intelligence

Wes,

Today I’m going to give you a very cool trick.

One of the most useful kinds of market research you can do is
what I call “market research by proxy.” By that I mean, surveying
the market based on what’s already working for other advertisers.

You can credit the turbulent economy for providing this opportunity,
as I shall explain…

Sure, in a perfect world you’d survey the customers, Glenn Livingston
style, like you see at www.LivingstonReport.com. But that takes
time and money.

The next best thing is to discover which advertisers are getting the
highest CTR’s on their ads and who are paying Google the most
money per day.

There have always been clever ways to do this. A very long
time ago Google used to put a little “popularity bar” beneath the
ads. They took that away. But there are still sneaky ways
to figure this out.

I believe that Google adjusts certain thresholds and
Quality Score requirements from time to time to meet their
quarterly revenue targets. Richard Stokes talked about this
on our Expert Series call a couple of weeks ago (MP3 available
at www.Expertseries.AdwordsStrategy.com).

So here’s what’s going on and how you can benefit:

Let’s say someone’s shopping and researching hard. They
search, click on an ad, look at a site, go back, search again,
click on another ad, and so on.

The more ads Google shows them, the less money Google
makes because the lower quality advertisers aren’t paying
Google as much money.

*If Google shows fewer ads, they’ll make more money when
people DO click.* So for people who search repeatedly,
Google shows fewer ads.

Helps Google make more money when a lot of big advertisers
have cut their budgets. Google had a good quarter last
quarter, despite the economic jitters.

So if you want to know who the highest quality advertisers
are – search a keyword, and then click “search” again and
again and again. After awhile the list of advertisers on the
right side will shrink.

After a whole bunch of searches there may only be 3-4 left.

THOSE are the highest quality advertisers. Those are the
ones that make Google the most money per 1000 searches,
which is the real name of the game.

So here’s an example.

If I search “weight loss” there are well over 100 advertisers.
Page after page of ‘em.

But if I search that term over and over again, eventually the
only ones left are these:

1.
Jenny Craig Official Site
Join Today and Lose 20lbs for $20.
Get Started Now! Limited Time Offer
www.JennyCraig.com
2.
Top 3 Weight Loss Pills
Want Max Weight Loss Fast?
These 3 Diet Pills Really Work.
GetDietSolutions.com/Weight-Loss
3.
Acai Berry & Weight Loss
The Secret Diet Discovered By A Mom
Who Lost 42lbs In 3 Months…
DietingMom.com
4.
Lose 21 pounds in 4 weeks
Hardest cases accepted
Medical doctors – fast, safe
www.CenterForMedicalWeightLoss.com
Chicago, IL

After all the smoke has cleared, there are four left standing.
A savvy marketer studies those ads carefully… AND studies
their landing pages and sales process. Their offers, their
prices. The smartest marketers also play customer and buy
the product to see what happens next.

Notice that only half of these ads have the term “weight loss”
in the headline. Yes, doing that normally works best, but super-
great ads often break the ‘rules.’

Aggressive marketers study hyper-compeitive markets and learn
all they can. This is a GREAT way to study any market you’re
interested in. You can borrow all kinds of ideas from other
industries as well, and use them in yours.

I’m in the midst of a Google AdWords expert series. The first
was a few weeks ago with Richard Stokes of AdGooroo.com.
He covered a slew of things that most advertisers have never
heard of before, including this technique. The call was received
tremendously well.

On November 12 Glenn Livingston who now operates a PPC
management company will reveal his deepest bag of tricks.

On November 24, Epiar, the “Negative Keyword Company”
will show how they save their clients 10-40% on their ad
budgets with a highly strategic negative keyword strategy.
This goes WAY beyond the obvious things like “-free” and
all that.

On December 10, Shelly Ellis will describe how to target
social media sites and demographic traffic on the content
network, with razor precision.

All of this is hard-hitting, bleeding-edge stuff you will get
NOWHERE else. Only on my Expert Series and only for
Renaissance Club members. (For those who are already
members, it’s free.)

Get Richard’s call and get in line for the upcoming calls
here:

http://ExpertSeries.AdWordsStrategy.com/

…and use the “search and search again” trick to spy on
the savviest advertisers in your market. Go to school on
somebody else’s dime, and prosper.

Perry Marshall

If you’re serious about learning PPC, and especially mastering Google Adwords, then learning from the best in the business (Perry Marshall) is where you should start. I highly recommend you signup for his expert series, which actually is already in session (started October 10th). I know I’m not going to miss it.

Check it out at: http://ExpertSeries.AdWordsStrategy.com/

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Filed under: Google Adwords • Pay Per Click • Tips & Tricks

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