This hot seat is for Jim Curley, who is an established marketer. He wants to improve his adwords campaign for a product that teaches how to airbrush a motorcycle. The expert has painted bikes for some very famous people.
John Carlton and Harlan Kilstein give their advice:
Harlan: so the keyword for the top one “how to airbrush” is…you are probably not getting the people you wanted.
Jim: Right. Actually , the keywords “airbrush” and “how to airbrush” were big traffic but not a lot of clicks.
Harlan: One thing you are going to learn is that one-word keywords are not buying keywords. They are tire-kicking keywords. If someone is typing in 4 keywords “Airbrush my Honda” (or any motorcycle manufacturer), those people are buying…”airbrush Honda motorcycle”
John: It’s the old thing…more information equals more interest equals the farther along in the buying process they already are. Lorrie brought up the conversation in your head. You have to join the conversation already going on in their head. They may not even be aware of it. Maybe they are walking around a step away from being cognizant that they really want to pimp their ride out. “I’m ready. I’m ready to do this. I’m tired of driving this primer-black car around. I’m ready to pop for this. And I’d do it if only…” You come in and be the “if only”. You fill in that part of it.
What Harlan is talking about is really advanced marketing stuff. Just get farther along in that conversation so you are not dealing with guys who are saying “Well, I am really interested in painting flames on the side of my car”, but you find out that they are 12 years old and are drawing their car. They are 4 years away from actually buying a hot rod.
What do you think about those click-through rates, Harlan?
Harlan: Well, they’re great, but they are click-through rates on the wrong keywords, so they’re not really meaningful.
John: You develop a new language, dealing with Adwords. That’s why you’re dealing with guys like Perry Marshall…Perry’s a friend of mine. It is almost like learning to exist in a new culture. Like deciding you are going to live in Spain now. So you have to learn how to live in Spain. If you try to take your “living in the central valley of California” act over to Spain, you aren’t going to make a lot of friends. You have to re-learn a lot of things at a cellular level in a lot of ways.
And, you have to learn how to read this stuff. ‘Cause a lot of people get very excited about click-through rates, but as Harlan rightly points out, it’s like if you move to Spain and suddenly you have a lot of friends, and then later on when you learn to speak the language you realize they are all hookers, and they have all been stealing from you. And “oh, no wonder they were so happy to come over to the house…”
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