Don’t Make This Simple Mistake

Don’t Make This Simple Mistake

One of our sites is www.seobookreview.com. On that site I review an ebook called SEO Book. It’s an affiliate site which means I get a % of the sale for those sales that derive from my recommendation web site.

(I’ve mentioned this site a few times over the past couple of weeks – in my Podcast show as well – I’m not doing that to try and promote the site, it’s just because I’m thinking about the site a bit more.)

Marketing Only Via Google AdWords

Anyway, the only way I have been marketing the site is via Google AdWords. Basically, I select what search terms I want to be found under and my ad displays everytime that search phrase is searched for.

For example, if someone goes to Google.com and types in “Aaron Wall’s SEO Book” then my ad used to display. People would click on the ad and I’d be charged for the visitor.

I say “used to” because that phrase isn’t one of my advertised phrase anymore. And there are a couple of excellent reasons for that:

Specific Searches Have Already Visited Aaron’s Site

1. I figure if people are searching for the book specifically they are searching for reviews rather than the actual site that sells the book. They would have been to visit Aaron’s site already – which means if the buyer then revisits Aaron’s site via my site and buys, then I don’t receive any money.

So it’s a waste of time marketing using Pay Per Click for those very specific terms (my conversion data backs this up too).

2. This site and this page are ranked # 4 and # 5 for the term “Aaron Wall’s SEO Book” in the ‘natural’ listings. So what a waste it is to advertise for the same terms when I’m there already!

Looking back now I can’t believe I spent as much time as I did advertising to people who wouldn’t be of any value to me as far as commissions go. And I was advertising in a space where I already had a highly credible position.

Like, duh!

Don’t make the same mistake I did. Target your advertising to a clearly defined niche. Good luck!

Regards

Brendon

Cheers,

About Brendon Sinclair

Brendon is the main guy at Tailored Web Services. He's a best selling author, has cycled across Australia, kissed Errol Flynn's old girlfriend, sold one zillion ugg boots and is a plain talking Aussie guy.

He can be found on Twitter, Google+ and Facebook.

Comments

  1. Andrew Johnson says:

    I think you might be right about #1 (but I am assuming you were also tracking the conversion rates for each keyword.)

    However, you may be wrong about #2. I was reading MarketingSherpa’s Marketing Wisdom for 2006 ( http://inspirations.marketingsherpa.com/store/downloads/wisdom2006.pdf ) when I read an entry submitted by TemplateMonster. Until recently they had not run any PPC advertising on Google because they were already getting great organic listings. They decided to try it out by hiring a full-time employee to run their PPC campaign. The end result: profits increased 75%.

  2. I have tested my own affiliate software by making a purchase through Paypal after clicking an affiliate link of mine on another site (I had to test it to make sure it worked before launching it to others).

    I visited my own site before I did that and the affiliate software still tracked the affiliate purchase.

    One issue I find sticky is what affiliate should get the payment if multiple affiliates both point the same lead toward a purchase.

    Should that go to the first to send the visitor or the most recent? I can think of arguments both way on that…although I am not certain which is the correct one.

    -Aaron Wall

  3. Howdy Aaron

    Thanks for the post.

    It’s a tricky issue because it’s almost impossible to ascertain who contributes most to the sale.

    In this scenario:

    1. Poor quality web ste with almost nil content has a link to your product. The visitor just happnes to click. The visitor then goes to:

    2. Top quality web site that works hard to provide quality information, gain the visitors trust and provide in-depth analysis of affiliate products.

    The visitor clicks through to buy based on the brand of the person/site they have just visited. They trust the site’s recommendation and buy.

    With a lot of affiliate software the first person gets attributed the sale.

    Which seems kind of wrong in this scenario.

    BUT I guess you have to pick one way to do it and stick with that (there’s a strong arguement of course that the last person to refer gets the sale).

    Regards

    Brendon

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