99% of marketers think of Adwords as one of the best places to get traffic. And they’re mostly right.
However, in my opinion the ULTIMATE VALUE of Adwords is the speed and ease of its split testing power.
Quite simply, Google Adwords allows you to test lots of ideas and concepts in your market, so you can really understand what your target audience is looking for.
Here’s 2 analogies…
Imagine if I told you there was $100,000,000 buried “somewhere” on planet earth. Would you start investing your time, money and resources just digging “anywhere”?
Or would you first identify the exact location of the cash before beginning to dig?
You’d want to know the location, right?
It’s the same thing with oil companies. They do their research and FIND the oil patch before setting up the oil rig.
What’s funny is, most marketers invest hundreds of hours digging for the million dollar treasure without KNOWING if there’s any hope of striking gold. What I mean is, they create sales letters, order pages, dozens of autoresponder emails BEFORE knowing if their business idea is going to work.
Let me be the first to admit that I’ve been guilty of this in the past too. But I approach things differently now. Here’s how I create a new marketing process today…
What is organic marketing?
It’s the natural process of creating and adapting the sales process around what your market is telling you day by day. In other words, you listen to what your visitors, prospects and customers are telling you. Then you use that feedback to improve your sales process.
Again, it goes back to the attitude that “I don’t know anything. And I’m going to let the market tell me what they want” vs. the ego-centric attitude of “I know what they want, but really I’m taking some wild guesses and hoping it works.”
So, what I suggest is this: DON’T spend countless hours building what you think is the “perfect marketing process”. Instead, start with almost nothing: 1 or 2 autoresponder messages, a simple sales letter, and a basic opt-in page.
Then start testing in Google Adwords. Set up at least one new split test every single day. And use the results to attune your marketing and sales process with what your market is looking for.
Just so you know, Timothy Ferriss – the best selling author of the blockbuster “The 4 Hour Workweek” (which I highly recommend) – found his “magic button” book title through Adwords testing. He probably tested several different numbers: 4 hours vs. 10 hours vs. 20 hours vs. 40 hours, as well as other titles too.
And he let the results guide him on what to name his best-selling book. Now, imagine if he had done it the other way around. He could have written a book, given it a title that he thought was “hot”, spent $10,000 printing them and putting it out there, only to discover nobody resonated with the title. What an unnecessary waste of precious time and money.
Instead, follow his example, and use Adwords to help you find the hottest triggers, concepts, titles, and headlines for your target audience.