To Increase AdWords Profits, Send People Away

Here’s a sweet sign, from a goth/punk clothing store in Dresden, Germany:

nodogs.jpg

In Germany, people bring their dogs everywhere. Stores, restaurants, you name it – Fido (or Augustus Sterk, as a Dresden dog might be called ;) is as welcome as their owner’s wallet.

But not here, in the punk section.

Isn’t This Store Losing a Lot of Business?

Possibly. A lot of dog owners might not only be discouraged by the sign, but actually offended by the image of the handgun with a finger on the trigger.

But in this neighborhood in Dresden, it seems that some percentage of residents might prefer to shop in a store that caters solely to two-leggeds, who don’t shed (much) or hump (indiscriminately).

So the “Go Away” sign for dog owners functions as a “Come In” sign for dog haters (or at least, dog-averse shoppers). It flags their attention by singling out another group for exclusion.

Are Your Ads For Everyone?

If you’re advertising to appeal to every single searcher on your keyword, you’re probably wasting a lot of money. First, by attracting non-ideal-prospects to your site. Folks who are unlikely to buy.

Second, by not attracting the group you don’t want to exclude.

The goth shop probably does a great business selling to disaffected, anti-establishment, unemployed youth who still live at home and can’t afford a dog. A group likely to smile at the gruesome image of Fido about to get wasted, and likely to buy the studded bracelets and obscene black t-shirts and thick-soled black boots on offer inside.

If you want to attract singles to your site, then announce, Not For Married People.

If you sell software to advanced users, let your searchers know that it’s not for beginners.

And so on.

Do You Know Your Ideal Customer?

This process of disqualification not only brings you fewer non-buyers and more buyers, but it does something even more subtle, basic and powerful:

It helps you identify and target your ideal customer.

Once you know who you’re selling to (and you’ve given up the fantasy notion that you can sell to everyone), everything about your marketing gets easier.

Discover how to use the web and a few minutes of smart research to discover your ideal customer in the upcoming Traffic Surge course. Starts October 7, 2009.

If you aren’t getting enough qualified traffic to your site (i.e., not enough impressions or clicks, or the wrong impressions and clicks), then Traffic Surge will turn your fortunes around in eight weeks. Guaranteed.

Learn more about Traffic Surge and sign up here.

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5 Comments. Leave a comment or send a Trackback.
  1. #1 • Steve said on September 14 2009:
     

    I added the negative keyword free to my campaign with adwords cause the service wasn’t free and I didn’t want free searches clicking on my ad.

  2. #2 • Patricia said on September 15 2009:
     

    I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

    Patricia

    http://dataentryjob-s.com

  3. #3 • Ron W said on September 16 2009:
     

    I’m an American who lived in Dresden for a couple of years and loved it. Part of it is the straightforward way that Germans (especially East Germans) have of communication. “I’m not religious, but that cathedral is …” I was driving with a colleague once and after we left the city I asked him what is the speed limit on this road? “As fast as the car will go.” And he was not trying to be funny — just factual. Not much for small talk. So my philosophy on my website is the same. It doesn’t work, by the way, I’m getting great CTR and pathing to the order page. But there it all ends. I really enjoy your stuff. I’m slowly figuring this out with you and Dr. Livingston as my guides. I would REALLY like to be able to afford your classes. Chicken/Egg. Can’t afford to learn how to make money until I start making money. Sigh…

  4. #4 • Howie Jacobson said on September 16 2009:
     

    Hi Ron,

    Thanks for posting your comment. Yes, the speed non-limits are interesting…

    While I certainly encourage you to spend lots of money on my courses, you can actually get a first-class education from a $17 book (Google AdWords For Dummies), the weekly newsletters, my blog, and the free web clinics. My goal is to get as many people to the point where my course fees seem trivial, based on the expected returns.

    The least expensive way to get my personal advice and coaching is the Ring of Fire club: http://askhowie.com/ring – as low as $20/month.

    Best
    Howie

  5. #5 • VA said on October 5 2009:
     

    Hi Ron,

    Thanks for posting your comment. Yes, the speed non-limits are interesting…

    While I certainly encourage you to spend lots of money on my courses, you can actually get a first-class education from a $17 book (Google AdWords For Dummies), the weekly newsletters, my blog, and the free web clinics. My goal is to get as many people to the point where my course fees seem trivial, based on the expected returns.

    The least expensive way to get my personal advice and coaching is the Ring of Fire club: http://askhowie.com/ring – as low as $20/month.

    Best
    Howie

 

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