Pay Per Click Campaign Management: Dig, Prune, and Plant Your Way To PPC Profits

One of the key things I’ve done over the years in all of my PPC accounts (especially Google) is something I call the “dig, prune, and plant” method.

Yes, I just came up with that off the top of my head, but as you’ll see in a moment it applies.

This should be something you do at least once a week. Also, before doing it, you need to have a “mature” PPC account with lots of activity over a period of time.  Never “dig, prune, and plant” too early!

Here’s what you’ll do:

Dig: Sort your campaigns by cost in descending order. The campaigns you spend most on will be at the top.

Click the first one.

Next, sort your ad groups by cost in descending order.

Click the first one.

All done…you’ve successfully “dug in” to one of the single most important ad groups in your campaign.


Prune: Sort your keywords by cost in descending order. For the top 5% or 10% of them, go down and look at cost, and compare that to conversions.

Prune keywords and ads that aren't working. Stop the waste in your PPC campaigns!

Prune keywords and ads that aren't working. Stop the waste in your PPC campaigns!

If you’re not tracking conversions, you’re out of luck here.  You MUST track conversions at the keyword level… just use Google Analytics for this.  It works great…and it’s free.

Do you see any of your top keywords in this group that you’re spending too much on? Any that you’re losing money on?  If so, either pause the keyword or drop the bid. Shut off the money leak.

Now you’ll wnat to do this to the ads in that ad group.  Don’t have multiple ads?  Always have at least 2 ads in the ad group being tested against one another.

If you’ve got a clear loser, prune it off…pause it.  Let the winner run free.



Look for keywords in this top 5-10% that are doing well, making a profit.  Do you think you can bump up the bid to make more profit per day on that keyword? Your cost will go up a bit, but you’ll get more clicks, and theoretically more sales per day or month.  The question is, will you make more profit?  Only 1 way to find out…bump the bid up and test.

You’ll also want to quickly visit your favorite keyword tool, plug your best keywords into it, and brainstorm some new, related keywords.  Make sure to use the thesaurus options, misspelling options, etc to get a bunch of closely related keywords.  “Plant” them into your adgroup and revisit them next week or month.

Then, you’ll want to quickly brainstorm and write a new ad to test against your current winners in the ad group.  Write an ad that is radically different. Use news headlines, quotes, and any different angle you can find to be interesting and get the click. Plug it into your ad group and let ‘er run and see what happens.

That’s it for this week…your simple blue print for managing your PPC accounts using my “Dig, Prune, and Plant” method.

For some simple website tweaks you can implement immediatly that are sure to put more profit in your pocket, dance on over to Get on the list, and you’ll get immediate access to 2 eGifts filled with profit producing nuggets.

See you tomorrow…

Eat up, and profit.

Chef Dan “the eMarketing Man”

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Website Banner Advertising: 2 Sneaky Tricks For Creating Long Term Profitable Traffic Sources That Run On Autopilot

I took me about 7 years to learn this lesson for some strange reason…but now I’ve got it down to a science and I’m going to spoon feed it to you today.  Free.

This does NOT apply to search PPC traffic on keywords. But it applies to any “display” type advertising where your ad appears in the same spot to the same people over and over again.

This includes newsletter banners…facebook ads… banners on websites… Google Display advertising… and even “solo” emails to other lists related to your market.

In situations like this, you’ll be fighting “ad fatigue”. Very simply, the more people see the same ad over and over, the less likely they are going to be to click.  And when you click rate drops, you either begin paying more per click, or the traffic from that source stops all together. If it’s profitable traffic, this is something you DON’T want to happen.

Ad fatigue can kill your website banner advertising campaigns.

Ad fatigue can kill your website banner advertising campaigns.

It’s a real pain to manage this actively.  You could easily be in a situation where you’ve got to create new ads every week, or every DAY, just to keep the traffic flowing from these sources.

There are 2 ways to fight ad fatigue, and I use both of them in all of my display type campaigns.

First I either limit my daily budget and/or limit the frequency my ads are shown to a single visitor per day.  If there’s an option, set your ad frequency to “1/24”. This means the ad will be shown to a given individual only one time per 24 hour period. Also limit your daily budget to about HALF of what you spend per day now.

See how long your ads last, and slowly raise the spend each week or month to find a point where you’re making the most profit per day. (The real indicator of success.)

Second, write 10-15 ads and run them all in a rotation.  Weed out the underperformers.  Keep writing new ads and throwing them in the rotation until you have 8-10 proven ads that get the clicks.

Leave them ALL in the rotation.

If you do these 2 things you can create display campaigns that stand the test of time, and bring in profitable traffic month and month, year after year, with very little maintenance.

Quick bonus tip: use this same process when you find a profitable list to do solo emailings to. But instead of banner ads, you’ll be create 10-15 solo emails to rotate through.  Also, limit the amount of times you email to the list to once or twice a month. When results start to get close to break-even…take a month or 2 off, then hit the list again.

I’ve got campaigns that have been running like this for a year with no signs of slowing down…

That’s it for today…see ya tomorrow!

Eat up, and profit.

Chef Dan “the eMarketing Man”

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Copywriting For The Web: Start Off With A Big, Big Bang! (HO Internet Marketing Hors D’oeuvre #115)

The Hors D’oeuvre for today applies to all sales copy…offline or online. If you’re selling something on your website, it’s even more important to dig deep into this simple concept, and knock it out of the park.

I’m talking about gaining a visitor’s full, undivided attention from the first sentence.

Remember the famous line from Jerry Maguire… “You had me at hello.”

That’s what you gotta have on the web. People have their email clients up, their instant messaging quivering in their task bars, and a thousand other distractions that could whisk them away any second.

But if you grab ’em… make it almost impossible for them to STOP reading, your sales conversion will soar.

Start off with a bang! No need to shout at them, or scream…this will accomplish the opposite goal in most cases.

No matter how long you’ve been running your business, you can ALWAYS improve your first paragraphs.  Depending on how radically you chance things, you may need to change your headline and body copy as well… but that’s fine, as long as you TEST your new angle against your current copy.

Here’s what I do.

I get a big blank notepad and a pen.  I walk down to the local coffee join.  Gets my blood flowing…and my mind sharp.

I sit down with the coffee, and I begin to think about the product or service I’m offering. And I begin to write from the initial thoughts in my brain, directly onto the paper…without editing.

I write a list of “opening ideas” for the first paragraph or 2.  Part of the “hook”.

First, I think about each of the biggest benefits of my product, and how my market responds emotionally to each. I list out unique “opening ideas” for each…just one sentence apiece…not even a complete sentence sometimes.  Just the idea.

Next, I think about everything I’ve gone through in my life, both past and present, and how it relates to what I’m offering. My emotional connection to the product or my business. Again, I just continue to write opening ideas as they come.

Next, I think about how the product was created. What’s the story? Who created it? What’s his or her story? I continue to write each idea as it comes…

Next, if it’s an informational product, I go through it in detail, and I look for fascinating facts related to the end goals of it’s use.

If it’s a physical product, I research how it is manufactured…how was it discovered… how is it made..

In the end, I usually have at least 2 or 3 pages of opening ideas for my landing pages.

I let it all gel in my brain overnight.

Then, first thing the next morning, I think as deeply as possible about each of the ideas. I let my mind run with it, when possible…and I expend on each like a madman.

I let my gut take over as well.  If I get to one, and nothing comes…and it really doesn’t seem all that compelling or fascinating, I just cross it off.

This should narrow it down to the best 3 or 5 ideas. And most of the writing and idea work has been done.

Copy your existing landing page to a new page…plug in one of your new hooks…tweak the headline and body copy around it, so it ties in perfectly… and setup a split test.

If you’ve done this right, your new copy is probably going to win.  It has for me…EVERY SINGLE TIME I’ve done this.  And I’ve done it a lot.  All at the coffee shop.

So what are you waiting for?  This translates into a pay raise…and you don’t have to be a copywriting master to do this well…because you’re using your own experiences and thoughts as they related to what you sell.

For a bunch of simpler, easier to implement website tweaks you can make to instantly increase your sales conversions, head over to Why not give yourself a pay raise today?

I’ll be back tomorrow…

Eat up, and profit.

Chef Dan “the eMarketing Man”

A Simple Online eMarketing Technique For Revealing Your “True Value”… And Increasing Online Sales

This weekend I completely “unplugged”. Well, for the most part. No email, no concsious focus on business, no talking on the cell phone. I did have to spend an hour on some administrative stuff.. but other than that, I enjoyed my kids, dog, and life. Funny thing is, whenever I do this, great business ideas hit me over the head constantly.  Let your subconscious mind work for you by “unplugging” once in awhile, and you’ll be surprised by what it comes up with.

Today, a little “simple and obvious” salesmanship every good Internet Marketer should implement. Unfortunately, there are far too many who don’t.

Obviously, it’s so important to have a valuable, unique, compelling offer that makes purchasing as close to a “no brainer” for your prospects as possible.

That’s all a given… but there’s a little salesmanship you can add over the top of this to make it extremely difficult for a prospect NOT to purchase.

If you’ve done your job properly, it’s almost impossible for someone to “compare” your offer to others out there…because yours is so unique.

Of course, people will “try” to compare… and you want to help them make a favorable comparison as much as possible.

Think about a related product or service to yours. Preferably a much higher priced offer out there.

Then, as you are talking about price on your landing page you want to quickly discuss this favorable comparison.

Here are 2 examples…the first relates to an information business offer… the second relates to a physical product offer.

Let’s say you’re selling a home study course about investing wisely in these tough times.  You’ve got CD’s, DVD’s, Webinars, and manuals all bundled up in a unique package.

Imagine you’re selling this course for around $500.

Your course contains all the information and MORE that someone would get when going to a high priced investing seminar costing thousands of dollars.

Make the comparison for the prospect. Talk about how he or she could sign up for a high price investing seminar for a weekend, and spend X amount of dollars. Be truthful here, don’t inflate numbers.  Just honestly state about how much that would cost.

Internet marketing product offer comparison

Make a comparison FOR your prospect -- illustrating the value your offer brings to the table

Then re-state all the unique benefits of the information in your course…along with how the price is lower, and how they can go over the information over and over…won’t have to sit and take notes, like in a seminar, and try to remember anything.

And then bring in the price comparison, and show how much lower your price is, to get the same and/or better information.  This will really go a long way to illustrating the value someone gets by purchasing from you.

For the second example…let’s say you’re selling a sewing kit.  Not only are you selling the tool and materials and patterns someone needs to learn to sew, but you’re also including some manuals, DVD’s, and/or books.

See how you’ve taken a physical product offering and turned it into an information product hybrid?  You should ALWAYS try to do this.

Next, because you’re providing so much more than just physical tools and materials, don’t be afraid to price yourself high, according to the greater value you’re providing.

And when you make the comparison to other similar physical products having to do with sewing, instead of highlighting the price (yours will be higher…as it should be!), focus the comparison on the increased value you provide in terms of the simple “how to” information packaged with the products.

Next, break out each item in your offer and illustrate how much other companies sell similar items for individually… add up that number and compare it to the total price you’re offering them for as a package… plus, again, highlight how unique and valuable your content is — and why.

And there you have it… 2 powerful ways to show the value of your offer in a way that will make more people what to purchase what you have.

I’ve got a lot more for you over at Go over there and download the 2 gifts Jimmy and I have prepared for you. You can plug them into any Internet Business and increase your profitability immediately


Eat up, and profit.

Chef Dan “the eMarketing Man”

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The Social Media For Business “Grind”: 3 Things You Must Know About Social Networking For Dollars


I’ve experienced a lot of Internet Marketing high’s and low’s in this chair since 2004. During those tough times (which you can never eradicate competely), I always found a way to keep believing… keep learning… and keep trying. I think these 3 are the keys.  It’s how you respond to tough times that determine if you get a seat at the feast.

While I’m far from being a social media “expert” yet, there are 2 things that jump out at me immediately after dipping my feet in the pool.

First, it’s no place for most budding business owners to start off a business venture. Instead, it should be an extension of the different mediums you touch base with your existing leads, prospects and customers. Your followers should flow from other channels.

Second, I’d say 95% of the people doing social media for business plug themselves or their product in every tweet, post, and stumble upon.

Like almost anyone that runs a highly profitable Internet Business, you want to give things of value to your prospects… in interesting and compelling ways.

Rise above all the noise out there, and bring value to their lives through your tweeting, bookmarking, and posting.  Be the one tweet they see all day where they think, “Wow! No that’s solid advice!”.

Rise above all the noise out there in social media for business-land.

Rise above all the noise out there in social media for business-land.

People will be more likely to pass on a snippet of good content rather than some pre-written ad that comes tweeting across the wire for the 10th time in a row.

Then, once in awhile, include a link back to your blog or specific articles.  And once in a GREAT white, do a compelling, curiousity based one-liner to an opt in form… and even more rarely, a link to a product sales page.

Make sure any promotion you do, is just as interesting as the content nuggets you’re doling out.

Oh, and one third thing I’ve noticed… this is something you have to work at.  Don’t expect quick, fast, and easy results.  You’ve got to build a REAL following of REAL people looking for YOUR tweets.

Using some of the better tools out there, you don’t need to spend a lot of time at this every day.  But you do need to be on it EVERY day.

Rise above all the noise, and grind away at it.  You’ll drive in some more leads and sales over time.  You will see success.

Remember, it’s not too late to download your instantly profitable gifts over at  Head over there and grab ’em.

Until tomorrow…

Eat up, and profit.

Chef Dan “the eMarketing Man”

Image contributed by benhusmann