big ass bootcamp welcome back all right week six lesson one the isolate and eliminate strategy trimming the fat and boosting your stats yeah all right first I want to talk about a little PPC history for you don’t fall asleep PPC pay-per-click advertising you may have heard of the guy Perry Marshall he’s very popular in this niche especially for Adwords he’s one of the first people to kind of crack the code on how to make AdWords work for businesses so he he wrote a lot of books and has training courses in etcetera so I think I kind of heard this idea the first time from him a long time ago but I’m gonna show you how to apply it to your accounts to maximize your profit he called it the peel-and-stick I call it the isolate and eliminate pretty much the same idea though so the goal you want to identify your highest performing keywords and you want to pull them out of your main ad group and put them into their own controlled ad groups with custom ads landing pages etc eventually now I will disclaim that I don’t always do this because you see you’ll see when you’re running lots of campaigns you just you start to know where you want to put your time and effort and sometimes you know you can’t do everything so you’ll you’ll have a if you have something that’s making you a lot of money then it’s definitely really worth it to do this you know it’s kind of a best practice though if you want to get better results and you’re really focused on you know a particular campaign or something this is a great way to do it but if you’re running tons of campaigns you might not want to do all of it but it’s still good to know and good to think of as the thing that you’re aspiring to more and more control we always talk about control in this course so this is one way to get more and more control and maximize every dollar that you spend and get better results so you want to isolate all the good keywords eliminate the rest there are many factors that contribute to your conversions and your profit at the end of the day like bids adds your landing page your offer that you’re promoting the market the niche that you’re in and every traffic source has a different style of optimization Facebook native ads etc but after many high-level consultations with Google and Bing the consensus that I’ve gotten is that the most precise thing to control in a PPC search based campaign is the keywords these are the most precise things that you want to try to control so you can think of the keywords as little plots of land and some of these plots of lands have gold buried underneath and some just have dirt so your job is to discover which of the plots of land have gold and which have dirt and you obviously want to claim as many of the gold keywords as possible you want to sit on those territories because the way it works is that whatever niche you’re you’re serving with your ads unless it’s something that’s very topical and of you know and it goes away soon mostly it’s stuff that’s eternal it’s it’s called evergreen in business so if you’re if you create a product about you know how to help people lose weight there are always going to be people who are losing weight so the same keywords the same people are going to be the same types of people not the exact same people but the same types of people are always going to be searching every single day there’s going to be a new group of people coming through that are going to a search engine and searching for how to lose weight so that plot of land is always going to have this flow of people going through it I guess the plot of land thing is kind of falling apart with this analogy but it’s it’s always going to have new people coming in the keywords are gonna have new people coming in so you just want to find out what those keywords are because once you have them then you are set you don’t you don’t have to go out and find new keywords there’s only so many things that people search for in the world and once you figure out the ones that work best for you particular thing that you’re providing them then all you have to do is nurture them and grow them you can grow those plots of land again I guess the gold and dirt thing isn’t isn’t working out as well as I thought so forgive me for that but the basic idea of the gold and dirt thing is that you want to find your good keywords and eliminate the bad keywords so find your gold keywords get rid of the dirt keyword so in other words you want to isolate good keywords and you know focus your attention on building custom ad groups ads landing pages angles etc around these keywords because they’re the ones producing profit for you the most profit and this is especially important if you’re an affiliate marketer because you lack control over some of the pieces of the puzzle you don’t control the sales page or the the funnel that people go through so you have to control the things that you do control so you have to work on the things that you do control them so you control the keywords you control the ad groups the ads the landing pages that send to their offer and you control the angles that you’re using to get people to go to the offer so if you find one that’s working then instead of focusing on building out more and more you should really maximize your profit from the ones that are working and this is true of your own products your own funnels etc as well so the next and the next part to maximize your profit is to eliminate bad keywords you can either pause them or remove them or you can just you can block them we’ll talk about how to do that in a second so this will have a cumulative effect on your ad account which will mean it will get exponentially better and better over time your results will get better your profit will get better you’ll make more sales etc you’ll get higher click-through rate higher conversion you’ll spend less money and you’ll make more this is actually really true in PPC it’s not in especially in search it’s not always true in business that you make changes that can affect all of these things at once but definitely this can taking out your good performing keywords your plots of land that have and then working on them nurturing them mining the gold that can be all you need to do and in the more you work on that the more your your profits will exponentially increase and same with eliminating the bad ones at the bat the bad ones are bad after you test them for a little while they’re never gonna get better oh you could work on them you could you could pull them out and say okay well people aren’t responding to this ad for this keyword but I know this keyword should work and then you could create a new ad that serves the keyword better so that is one option but if you happen to find something that is working I would recommend starting focusing on that and build that out as much as you can so yeah it gets better and better over time it also gives you more control and more information on your potential customers like what do they respond to better and who are they so how do you find out if there’s gold in your keywords through testing mostly and spending time and money on gathering conversion data this is impossible without conversion tracking you absolutely must have conversion tracking if you aren’t affiliate you need to have a tracking software that tracks as much data as possible and and definitely tells you when somebody converts into a signup or a sale you have to know this data if you’re not an affiliate then you need to set up conversion tracking like I talked about in the beginning of the program and you ideally even set up revenue but you don’t need revenue necessarily if you know your numbers we must have conversion tracking you need to know on a granular level which keywords which ads which ad groups etc are making you profit and which ones are losing so that you can eliminate the unprofitable ones and focus on the profitable ones now some gold keywords may indeed have gold but the price of mining the gold is more than the profit you make per sale or lead so in that case you can do a few different things one you can lower your bid on those keywords until you’re getting conversions for less than your target CPA so let’s say you know your target CPA is $50 and because your product is seventy dollars and you’re fine with making $20 profit per sale so anything that goes above fifty dollars any keyword that goes above fifty dollars in your CPA you could let’s say you have a keyword that consistently over time gets sales for a hundred dollars well you have two different options one you could just eliminate it which would probably be a good call but the other option you can do if you want to still kind of like keep it open is instead of eliminating it you could simply reduce your bids by 50% so theoretically and again you know this is an organic thing it doesn’t always work out perfectly and mathematically but theoretically if you were bidding let’s say you were bidding 70 cents per click and you’re getting sales for $100 but you need to be getting them for $50 if you reduce your bid on neck on that keyword from 70 cents per click to 35 cents per click now Bing will only show you when they can show you for 35 cents or less so now your cost per acquisition should lower theoretically it should lower to about half of what it was before this doesn’t always work out in actual practice but in theory it does and it could so in theory it could drop to $50 per conversion and now use you have salvaged the gold from that keyword you were getting gold that which is great not every keyword gets gold at all some of them will never get a sale or conversion those are good ones to just cut especially after you’ve tested for a long time even if it’s only spent a little bit of money I have this problem where I tend to always want to assume that someday the keyword may convert but through consulting with ad reps at Google and Bing I’ve sort of learned that that that isn’t a good way to think about it it depends on where you’re at with your business what what level what strategy you’re following but you know different clients it’s different but I think it’s I think it’s best to start out with just eliminating the things that don’t perform at all and focusing on the ones that do perform so you could lower your bid or you could simply pause the keyword so it no longer runs and you can focus your time energy and budget on the keywords that work better definitely if you’re beginner to intermediate this is definitely where you want to be if your business is you know growing it’s not very established then this is where you want to be if you have a very established business then you might want to give more work into those other keywords this is the eliminate part so you may have profit buried within your campaigns but you have to stop spending your resources trying to mine dirt and sell and spend all your and send all your money into mining the gold keywords so in the next video I’m gonna show you exactly how to isolate keywords