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Adwords Empire Transcript

 

 

Jo Han: Okay good morning everyone!

Audience: Good morning!

Jo Han: Alright it is awfully early in the morning today. Okay alright, but I’m going to be putting guarantee that this is going to be two of the most exciting days that you’ll ever experience in your life.

Now, I don’t usually get up early in the morning, so if I actually do get up this early in the morning, and it’s 9am right now, then there’s a specific reason for it. So this is really going to be good stuff.

Whenever you ask any so-called self professed guru, what’s the best way to get traffic on my site? They will just tell you: “Hey, if you run an AdWords program you can easily get targeted visitors visiting your website the next ten to fifteen minutes.”

Well that’s true to a certain extent. But what they don’t actually tell you is that you could possibly lose lots of money on a Google AdWords campaign simply because you don’t know exactly what you are doing.

And the biggest mistake that I have discovered in my whole coaching experience is this: people do not actually track their results. So if you don’t track your results, you cannot even measure what you have.

You have to bear this very important point in mind. What you do not measure, what you do not track, you cannot hope to even measure.

You don’t even know what your numbers are.

So what are the key things we want to make sure you get out of this program is a deep understanding of metrics. This is what you’re going to get from this program.

None of us were born internet marketers, and the third metrics basically means numbers. The numbers that you get in your marketing. That being said, internet marketing is an area where you really don’t need any special talents.

This is totally formulae, a scientific process, therefore numbers are very important to you. Once you know what those numbers mean, that means you can actually tweak those numbers, tweak your campaign or devise the kind of results you are getting.

So you will learn about metrics, everything there is to know about metrics. But with that said, the way you get your metrics is from the kind of tools that you use.

It’s not enough to just get a normal ad-tracker. With this seminar, you’re going to get a very sophisticated suite of tracking tools that will allow you to know exactly what’s happening.

It’s as specific as keyword specific. A lot of people don’t understand this process. Most normal people out there cannot even track a normal ad because they don’t have the right tools and they don’t know exactly what they’re doing.

So we’ll show you not only what those numbers mean, but how to get those numbers. So you’ll get the tools and the sophisticated tools as well. Thirdly, my promise to you with this seminar is that you’ll learn how to marry proven direct response principals, with the power of Google AdWords.

You have to understand that with internet marketing, not everything is so complex. When I talk about numbers and everything else, most people get this crazy idea that we have to crunch out so many numbers, I’m going to be become this geek and everything else. Notes

And very often when you get caught up with this obsession, you forget that there’s actually a real-life human being with emotions that you really want to target.

You’re targeting a human being, not so much a robot. Of course we’ll target robots as well, but mainly you want to get that human being to fork out cash.

So we’ll marry proven direct response principals with the kind of technology that Google provide to get those human beings. With that being said, I need you guys to understand something.

You have to boil down everything into simplicity. That’s the way I master stuffs, I don’t think too much. If I talk about Google AdWords program, as far as I see, it’s just a classified ad.

It’s really just a classified ad. Don’t make it too difficult. Construct a classified ad, know why people are clicking, who’s clicking, what’s working, what’s not, and that’s it.

Find out what’s working and tweak all things being equal, you should be making money. But it’s very important to understand that there’s a whole tracking process involved. And this is seriously just the one thing that can make or break your business.

Once you can track stuff, you are already on the right path. Basically we have given you a whole suite of tools. Also the whole point behind this has a view with the term ‘economics’.

Try to figure out your economics before you even do anything at all.

Let’s just say it takes you five dollars to acquire one visitor, one customer, and when you promote a product, on the surface like what Gordon mentioned, it seems like you are making money when you’re actually not making money. Notes

When you compare the cost it took you to acquire those customers versus to when you actually got out of the product sales, the result is a net loss. So not going to practice self-deception over here. We want the economics to work in your favor, and we’ll show you exactly how this economics work.

With that being said, are you guys still interested in this?

Audience: YES!!

Jo Han: So with that being said, I will boldly declare that there is no other AdWords system on the market that compares to this. First of all, they are mostly missing in some component or the other, they don’t provide tools or there is information that they leave out.

This whole process as you see will be actually handheld. You guys will actually be given behind the scenes look on what it takes to run a highly profitable Google campaign and you guys will see how we actually use those tools to create profitable Google campaigns.

And we actually go deep into all these principals. The last thing that I just want to say is this. I just want to give you a word of warning. This stuff can be very addictive; it’s so addictive that you might be actually caught up in the whole process instead of the end.

The means become more important than the ad. That’s very normal; lots of people actually do that. With your interest in this, you might end up becoming “oh I’m going to put up this search engine scheme and you forget the rest of the other methods.

As far as I’m concern, this is a means to getting traffic, it’s a powerful means, but it’s a means to get traffic. But it doesn’t mean that just because I don’t want to use this system, I neglect the other rest of the system. Let’s say submitting articles or doing joint ventures. All those are very primitive methods that have built my business and I’m by no means a search engine geek. Notes

And all those methods are highly effective as well. So don’t forget them. I’m just telling you, warning you right from the outside. It’s very easy to get caught up with all these stuffs. With that being said, all these are still very good stuff that I think you’re going to enjoy.

As I said I am not a search engine geek, I just know enough to be dangerous. So I’m going to introduce you to a guy who has been responsible for introducing me to this whole world of deep Google AdWords analysis.

And this is a guy who has been working with leading multi-national corporations in Singapore itself. So in other words, basically this guy does this for a living.

He has to be responsible for other people, Imagine yourself working for a client and the client demanding results, and you are paid to produce results from Google AdWords.

So obviously this guy knows a thing or two and frankly I have actually seen this guy personally generate tens of thousands of dollars with a single Google AdWords campaign in a month.

To me that’s proof enough that this guy actually knows what he’s doing. Furthermore, he is also the developer of the world’s most successful keyword research program, he is the chief marketing officer, he is also the chief architect.

Ladies and gentlemen, this guy is the go-to guy as far as I’m concern with Google AdWords. So would you just put your hands together, a warm round of applause for Fabian Lim.

Fabian: Everybody ready to make some money?

Audience: YES!! Notes

Fabian: Okay great! Let’s look at what we have today. This is the AdWords empire coaching program. It’s a step-by-step system to creating your own Ad-Words Empire and sky-rocketing your online profits.

Now notice I used the word profits and not sales, because sales is only one part of the equation. As what Jo Han mentioned, you need to be able to understand your revenue stream as well as the cost of acquiring that revenue.

This is broken down into two full day session so this is going to be pretty much heavy. Let’s look at today’s agenda. Firstly I’ll go through what is really meant by AdWords affiliate marketing and the definitions. I will also show you how to get started with the kind of minimum tools you need for the business.

We’ll go through some practical details on how to create a Google AdWords account. For this I will probably want one of you who have not created a Google AdWords account to give me your credit card and we’ll do it ‘live’.

We’ll also show you what are the more popular affiliate networks, and you probably know of some. We have a few lists of recommended networks which I recommend all of you to sign up for because that’s where you’re going to find your products.

I’ll go in a little about affiliate commission types. I think this is also one area which is really not understood well enough. It’s not enough to have just a good product to promote; you need to know the nature of the commission payout. How’s it being paid to you? What is your maximum potential cost-per-click that you will need to pay? And what you call the never exceed line because of the structure of the product commission payout; you need to know how much you’re willing to pay.

If you go above that line, and you don’t perform well in terms of your conversion rate, your profitability suffers right from day one or rather for every click. Notes

I’ll cover a bit of the terms used in affiliate marketing. What we mean by ROI, CTR, impressions and the usual jargons. Some of you are new here so I won’t leave this out.

As I mentioned that we are covering it in a two full day session. So for today we’re going into very detail in terms of how to locate profitable products to promote.

This is very crucial because at the end of the day, all your efforts is to make a sale right? And as much as you can control your keywords, control your landing page; you cannot control the sales page of the vendor itself.

So the sales page of the vendor is very crucial and you need to know how effective the sales page is. How to look for, what we call – a profitable product, where we put you in the mind of the online visitor.

You need to understand what kind of decisions the online visitor goes through when he is looking at the sales page, and how you can even decide whether you want to promote it or not.

Of course once you identify your product, before you go any further in terms of even creating a Google AdWords account, we want to start what you call performing keyword research. You need to know how competitive the niche is.

Certain pay-per-lead program like credit cards or finance kind of companies, they pay you very well just to fill up a form. They’ll pay you five, ten, fifteen dollars and you say ‘That’s cool!’, until you find out how much it costs per click to get your visitor to that form.

So you want to really understand everything. We’re talking about understanding the keywords you want to potentially buy. Who your competitors are, because at the end of the day it’s all about competition. Isn’t it right? Notes

If you’re the only ad out there then you could write anything and people will still click on it. The truth is that for any popular niche and certainly for the niches that pay well, there’s a reason for that.

Of course we’ll go through the nitty-gritty on how to create a Google AdWords campaign from scratch. There’s a difference between setting up an account and creating a campaign. There’s a difference between creating a campaign and creating ad-groups. So we’ll show you the relationship between all of them and hopefully you come out much wiser.

I will also have a very detailed Q & A session that allows you to ask any questions you have regarding the whole session in terms of trying to put it all together.

Okay so let’s go into the first topic that we have. What is AdWords affiliate marketing? How it works is simple. The basic overview and some of you are not new to this.

We start off with finding a product that you want to promote. As simple as that because your product is the basis of your profits or rather of our revenue. There are many ways to look for a product and there are many types of products, and there are many types of payment options in terms of how the merchant chooses to reward you for your efforts.

Then as I mentioned, you perform your keyword research to identify your potential target market. This is the area, in our experience, probably the weakest link to being successful in Google AdWords.

You can imagine you are trying to market into credit card niche, getting someone to fill up a form. Most of the time you’ll find that if you just type in the word ‘credit card’ or ‘loans’, general search terms like this, you end up with very competitive terms. Notes

Even if you go to Overture for example and you type in ‘credit card’, you’ll get a hundred results. And you go to each one of the results and you say ‘Wow! How come everybody is also competing against me?”. How do I find what we call, undiscovered or untapped markets? Now that’s the key to AdWords profits.

And here’s what I write. When you enter a keyword in Overture, ‘credit card’. Guess what, everyone around the world is doing the same thing. When Overture returns you that hundred results, guess what? Everybody has that hundred keywords.

It’s not very difficult to take that hundred keywords and throw it into AdWords, that doesn’t make you a smart marketer because that means you are doing as much as what everyone else is doing.

So we want to demonstrate to you how to go beyond that hundred standard key phrases that typically Overture gives you and typically what every marketer uses for keyword research.

How to go into the undiscovered market? We’ll go into very great detail on that. And of course you need to understand how to structure your Google AdWords account. That’s very important. Do you want to show your ads on what we call Google search engine, Google network, content sites. What are the differences and how do you go about doing it?

How do you set your maximum cost-per-click for example? Or how do you set your daily budget? Do you want to show your ads to everyone around the world? Or do you want to show it to a particular geography? Which one is better? These are some of the nitty-gritty that you need to understand that every one of them is a strategy. Whether you use a checkbox or whether you want to choose to go for a high cost-per-click. Is it necessary to always be in the top three ad positions? Notes

With my consulting answer, your answer should always be ‘it depends’. It depends on the competition. It depends on how much it cost you to get there. We’ll delve in a little bit on the online user behavior.

When you do that I want you to also reflect upon your own actions when you look at the Google homepage. Ask yourself, do you always necessarily click on one link only if you are looking for something?

The answer would probably be ‘no’. You’ll click on multiple links, both organic and paid clicks. So if you understand that, you’ll understand the value of being number one or number two as well. It’s all about ROI.

Of course the last step is that you get paid when the visitor you refer makes purchase or completes a required call to action. ‘Call to action’ is basically a required action required by the merchant for you to get rewarded.

Remember that when you are promoting your merchants, your merchant is not going to give you money for free. There’s no such thing as a free lunch. If you promote an e-book and your visitor buys an e-book, there’s no dispute that you should be rewarded for referring that sale.

What is not so clear is what we call pay-per-leads, where there is a form out there and you are referring visitors to fill up the form. So you say ‘So easy, I can get my uncle or my auntie, relatives all to fill up the form and I’ll make fifteen dollars each’. Not so simple of course.

When the merchant pays you, they are looking for qualified leads. So again you have to understand, read the merchants’ rules very properly. But be very detailed because for most pay-per-lead programs, they will tell you that they only want visitors from New York if it’s a local service or from the USA.

That therein lays your problem when you want to show your ads to everyone around the world. You can, the problem is you will not get rewarded for it. In Notes

these cases, limit the geography of your ads to only the locations your merchant has agreed to reward you.

So again, I want you to start going into details because that’s the only way you can end up one up against the next marketer out there.

AdWords is a very easy system to sign up, and it looks easy enough for you to want to participate, and that’s where the lure is because you end up forgetting that you are running a business.

Let’s go in a little bit detailed on how it works. You see some new line items there; one is ‘Analyze Product Profitability’. You probably seldom see this. But reason why I’m putting it there is because I find that it’s important.

A lot of times if you look at the steps I’m putting it up right here, make no mistake, it is a lot of work. How fast you take to do all these steps depends on how experience you are. The more you do, the faster you become.

From step one to step five, all the way down in about three hours reasonably. But if you consider your prospects of spending three hours and potentially getting a successful campaign versus doing any other thing you have outside, you’ll realize that the ROI is typically very massive.

We are looking at hundreds of percent of ROI for this kind of business if you do it properly. You have an incentive to be smarter than the next marketer out there. Even though everyone is promoting the same program.

‘Analyze Product Profitability’ – Why? Because at the end of the day as I mentioned, you can have a very good product and you need to know your boundaries. For example, how much per click can you afford to pay to drive the traffic to your landing page and then to your merchant’s site.

Most of the time I would say ninety-nine percent of the marketers do not know. They hope and they pray. This is what we call a break even point analysis. It’s the same thing when you set up an offline business. Notes

The same thing. You need to know ‘How long can I survive in that shop with my working capital if business is good or bad? What’s the break even point? So we’re going to introduce to you today a radical way, a radically easy way, and we have designed dashboards for you as well. For you to take home so you can use those dashboards and enter in certain numbers and then you end up analyzing. Look at the maximum cost-per-click.

Eyeball it because that’s the number you’re going to have to deal with. Look at your budget, how much are you willing to spend? Are you willing to spend more than ten cents? Are you going to spend more than one dollar? Or in this case, do you say ‘I’m just going to do everything five cents and I don’t really care how much I’m going to spend’.

Keyword research we talked about it. We talked about AdWords campaign; we didn’t talk about landing page. Landing page is again an element which a lot of marketers try to avoid because they are lazy.

Now why do you even bother about the landing page and what are the benefits of the landing page? I’ll tell you that there are many.

Your landing page can be your missing link between success or failure.

The landing page is actually one of the key areas and also the weakest link for a lot of marketers because number one, most of them just want to promote straight to the merchant. They go straight to the merchant and they get no, what we call, marketing intelligence.

They have no idea what actual keywords people use. They don’t understand that the merchant may not be perfect in delivering the information that the visitor is looking for. Let’s take for example any websites on any hosting websites.

Your hosting website has an affiliate program, so you go and sign up for it. When you end up doing your keyword analysis then you realize that ‘Hey! People actually look for different things. Notes

People look for manage hosting, co-location, they look for re-seller hosting, they look for reliable web host, they look for cheap web-host. The question is do you think that the merchant – what is the merchant’s strength? Is he a web-host or is he a marketer? He is a web-host guy. He’s technical, he’s good. But your visitor isn’t. What you’re trying to do with the landing page is to focus and frame your visitor to expect. If he is looking for a reliable web-hosting, you want to put that in your landing page. Why? Because on the sales page of the web-host guy, he may not explicitly highlight what you consider a reliable web-host.

So that’s your chance on your landing page, to what we call, pre-sell. Pre-sell what is so good about this web-host that your visitor should end up hosting with this person? A person looking for a reliable web-host, what is he going to look out for and how can you highlight some of these benefits within the landing page.

I’m not asking you to totally create a new sales copy on your landing page, but to show you very clever ways of just swiping the actual merchant page which means pulling the very important bullets, important headlines into your landing page. There are other important benefits of the landing page which I will reveal to you later.

The good thing is that we have even provided you templates for your landing pages. So you just cut and paste. If I may say, the landing pages we have designed are clever. We spent hundreds of hours studying and analyzing what is an effective landing page to get the most click-thru.

We’ll share with you our top-secret design very soon. And I have to give credit to Boon Peng my partner. He’s just brilliant at his skills and he’s the one that helped me come up with the landing page design.

So what do you do after you run your AdWords campaign? You would need to perform analysis. This word may be new to you as a marketer because you read e-books and sometimes they just brush it off with two lines. Notes

There’s a lot more in details, as what Jo Han said. You need to know what works so that you can continue doing it. You need to know why you’re losing money. Why your click-thru rate is below one percent.

To be honest, there is almost no reason for you to have a click-thru rate of below one percent because the industry average is one percent. If you are going below one percent and you do not know how to fix it, you are in trouble.

What it means is that you end up having what we call an ‘ineffective ad’ where for every dollar that you are paying to Google, you’re getting a less than optimal ranking.

Whereas if you have a four percent, five percent, ten percent click-thru rate, that will be what we call an ‘efficient ad’. With an efficient ad, dollar for dollar, you will be rewarded by Google with a higher ranking. So at the end of the day, the name of the game is also survival.

It’s not that you can’t make money with AdWords. The question is how many clicks it takes to create that sale. Make sense? On the flip side, it also means how much it costs you for each click?

Because if I spend twenty cents on a click and you are spending fifty cents, I can last far longer than you to wait for that one sale. It doesn’t matter to me right at the end of the day, because if I’m doing it on twenty cents, in that industry I know that’s efficient I’m getting five percent click-thru rate for example.

And all I need to do is monitor. If it takes me three hundred clicks to get one sale, I’m fine. Whereas I know that you cannot survive for more than a hundred and seventy clicks. You will probably pause your campaign and that conclude that the product is not profitable. Notes

So that’s one competition less to worry about. At the same time I’m climbing up on my AdWords positioning and staying there. Whereas the new competitor start with a 1.0 percent click-thru rate average.

So we’ll go into the nitty-gritty on that, which is why you need to understand and analyze not only campaign. Landing page has a lot of marketing intelligence that again, very few marketers talk about very openly.

There’s a reason why I want a landing page, other than the fact that you are crafting and pre-selling your sales message. I’m going to track your actual keywords that you are landing. So every single click that comes to your website is not wasted.

You have marketing intelligence. You may be wondering why you even bother about this. Very simple. More than fifty percent of search terms on the daily basis are new search terms. They include misspellings, they include other variations.

Unfortunately if you don’t have the landing page, I can almost tell you that there is no way that you can know what are the actual search terms that people are using. So I’ll go through some very detailed examples as to why you need to have a landing page to capture the search terms.

And as to what Johan mentioned as well, we are giving you a set of custom design scripts that is not existing in the market that will allow you to track your fifty, hundred sub-domains that you will create for your AdWords campaigns, and understand the actual keywords that are landing on each of your landing pages.

Not only on a pay-per-click basis, also for what you call optimize SEO keywords. So we will show you how to differentiate between the natural traffic and the keywords that people are typing into search engines and finding you on the organic listing, and the keywords that people are typing are finding you Notes

through the pay-per click listing. You have to understand the relationship between both.

And last step; realize I only offer you two options for your campaigns. You either refine it, or you pause it. Pause it means I’m not asking you to delete your campaigns.

So never delete your campaigns. Every click that you are paying has marketing intelligence. You just need to know how to use it. That’s because after two hundred clicks, you’re not making money doesn’t mean that whole niche is failed.

No, there are things you need to extract. It could be sometimes be the product itself generally. Or it could be that the product has leaks and we’ll talk about it. Maybe the product is taking orders by e-mail, fax and phone, and guess what, as an affiliate marketer, you don’t get rewarded for that.

So in the first place you need to understand what’s the risk of promoting a product with – what you call all these – leaks. Leaks means that if you have a genuine customer that buys the product and you do not get referred, that is called a leak.

So we need to understand what are the factors, what do you could need to look out for so that you can pluck all those leaks from the product side. Nobody is forcing you to promote any product. It’s up to you it’s your choice.

You choose the products you want to promote base on your own analysis on how sellable the product is, how the product will be profitable to you, you know where your cost limits are and you decide up and front whether or not you are willing to pay up to the maximum cost-per-click if required.

If not then basically then you decide not to do it. I will show you a script that I’m running, the script that we created for one of my products and I will show you Notes

the tones of keywords that even I myself do not have in my existing AdWords keyword list that people are typing.

They type a lot of strange stuffs. But the good thing with all these strange stuff is that they are not in your usual, WordTracker, Overture or even Google keyword tools.

So what it means is that if your competitors do not have their hands on these, guess what? You will be the only marketer that’s marketing this keyword which may not have a lot of impressions or searches. But guess what? You may end up being the only ad there, and that’s a five cents ad.

So can you imagine you are in a credit card niche where people are paying two, three, four, five dollars per click, you are paying five cents. Can you imagine the advantage that you have?

So this is what we are talking about. We are not trying to say you can be profitable in fifteen minutes. This is not the aim of this workshop because if it was, then you’ll be sitting down here for fifteens minutes and you’ll be walking home very rich.

This is a two full day program. It took us a very long time to create this. Firstly we had to understand how the system works, use it ourselves, and refine it to make it explainable and how to draw out the competitive advantage that will make you a much better marketer, a smarter marketer than the next person.

And why if you do that, there’s a very high probability that you can’t fail. If you follow the system properly, you watch out for your metrics which Jo Han talked about. You already know along the way how well you’re doing, what you need to do to tweak.

Audience: Fabian, how do you capture the new keywords where in the first place you don’t have the keywords in your keyword list itself? Notes

Fabian: That’s actually a very interesting question. What happens is that within your AdWords program, you have what you call matching options (and I’ll cover that as well) between a broad, phrase and an exact match.

If you only bought only exact match phrases, to be honest it’s a very stupid thing to do. Yes then you’re ads will only show for the exact keywords that you have in your AdWords campaign.

The problem is you are also buying what you call ‘phrase match’ and I will talk a little bit about it. You will also want to buy a phrase match. A phrase match means that you buy a keyword, any new word that is added in-front or behind the keyword will also show up for your ad.

The problem is when you buy a phrase match, you have no idea what is the keyword before or after the keyword that you already know. You may say you want to buy dog training, then people are searching for online dog training. You don’t have the word ‘online dog’ in our keyword list because Overture didn’t tell you that.

Overture doesn’t know. They don’t have that kind of search volume. So when you know there’s ‘online dog training’, it’s actually a search term. It will actually form the keyword script. You will draw that search term out and put it in your AdWord list. Now you have a search term which other people may not have. Or you may have a keyword that you didn’t buy, like ‘free dog training’ and you know that for ‘free dog training’, people are looking for free information.

You didn’t do your negative matching, you didn’t do your minus ‘free’. So the script will come out and tell you that there’s someone typing in ‘free dog training’ just clicked on your ad. But guess what, you’re probably guaranteed of no revenue.

So if you look at ‘free dog training’, what you want to do is to say, do you want to throw it into your list. There are only two things you do, you throw it in as a ‘positive’ as a keyword, or you throw it in as a ‘negative’ filter. Notes

For example you may be promoting as service which is based in the USA, but not in the right state; you want to do a minor state for example.

Let’s look at what we call the strengths and weaknesses of this system. There are weaknesses of this system, but if you realize, the weaknesses are not as bad as they look because it depends on how well you know the system.

Strengths: probably the quickest way to make money online. Now I’m sure some of you are very expose to internet marketing so on and so forth. There are many ways to make money online, and the most lucrative way is to create your own product.

But it takes you years and years and months and months of exposure to know what the market wants. This is the beauty of affiliate marketing; you are promoting other people’s product.

They have spent the years and years and thousands of dollars to create what they consider as a sellable product. They pay the copywriter tons of money to write the sales copy. And as an affiliate marketer, you have the best of everything. Why?

Because you take in most cases, if it’s an e-book, you get half of the profits for a product that you didn’t create. So let’s look at it in this way. Probably the quickest way to make money online. I still say that because you can get your ads shown up in the next fifteen minutes.

You can start being profitable tonight if you know what you’re doing and you run your own campaigns. You don’t require your own product, but not only that, not only do you not require your own product. Because it’s not your own product, you don’t have to do fulfillment. There will be certain products that you’re going to sell, whether a plasma TV for example. Notes

Of course you are not going to get fifty percent of that, probably get five percent. Guess what, you don’t have to fulfill the order. You don’t have to worry about refunds, damage, whatever.

Because you are not really physically handling the product. Which is quite different from what we call the EBay model. Where even if you have found a good source of low cost or valuable product, you still have to do the fulfillment, you still have to deal with all these things.

And customer service – make no mistakes, software, especially when you’re doing software. Customer service is a pain in the butt. If you don’t watch out properly, you end up losing money on your customer service side. I’m speaking from experience.

So again you are promoting software and the last thing you want to deal with is customer service because it eats into your time. People ask you funny questions. You put it in FAQ and the still ask you again.

For some weird reason the computer cannot work and they still ask you again. So all these things is what we call ‘cost’. Whether in money terms or in labor.

You will realize once you graduate from this program and you are full-fledge AdWords marketer, your time becomes an essence already. I hate to say this, but you realize that you equate your time to money.

You decide whether you should go watch Mission Impossible 3 and spend three hours there and get two hours get stuck in jam or run an AdWords campaign and be profitable.

I’m not asking you to be so mechanical, don’t get me wrong. I’m a pro-family life person even though I don’t have a life myself. But for those of you who are married that kind of thing, please lead your normal life. Notes

But what it means is you are more efficient at what you are doing, because for every hour that you spend on AdWords, you get a better return.

What it mean to you? It could mean a lot of things. It could even mean to quit what you call your day job. It could mean that you may not even want to go to work after awhile once your AdWords income equalizes with your own pay-job.

And what you realize is that, at the end of the day, it’s all about that value itself. For every hour that you spent, how much are you getting back in return?

Most of us come from what you call ‘some level of corporate experience’, and you realize that if you take that number of hours that you really work to that dollar value, it’s not a lot, it’s not a very high number.

It doesn’t matter whether you are a graduate or not, it’s not a very high number. It works out to like thirteen to fifteen dollars an hour on average. Or even less for some people. Seven dollars for some people.

So the question: what does it mean to you as an AdWords marketer? Now you’ll be armed with the knowledge to be able to use that hour effectively where your personal cost is seven dollars or ten dollars. It doesn’t matter.

That is what we call opportunity cost. Understand the concept; opportunity cost is what you could have done had you not been doing something. And the whole idea here is to make your opportunity cost so high that you end up really counting your number of hours.

You count how much it cost for you to sleep and you see ‘Ha, I better not sleep eight hours a day – too expensive’. But it’s a good problem because at the end of the day you will find your own techniques.

Maybe involve your wife, your spouse in the business itself. Because what are we trying to achieve here? We are trying to achieve a lifestyle that you decide how hard you want to work. Notes

That you decide whether you should be in local in Singapore or you could be in Phuket just managing your campaigns. It’s a very attractive proposition, but it doesn’t come without effort.

That’s my main point. You will succeed. You must put in effort, you must be better than the next marketer. Just remember that as much as it is a global business, it’s a Google market. But it’s also what we call ‘global competition’.

You frame yourself right, from today at least it’s going forward. With this kind of mindset that you are running a global business. You have competitors you need to outsmart, outwit. And we’ll talk a little bit about that.

So the strengths is that you don’t require a website. But a landing page is highly recommended. There may be some very selected occasions when you may not want to have a landing page. Because in all honesty, what goes against the landing page concept?

The landing page puts in one click away to the merchant, to the order link. The question is that whether that one additional click that the visitor had to take will be worth it or not.

Again as I’ve said, don’t argue such things. What you call, I’m giving you tools. I’ll show you how to encode your landing page to tell how many clicks came in and how many clicks went out. There’ll be what you call a delta, a difference.

If ten clicks went into your landing page and two clicks went out to your sales page, then what’s the problem? So I want you to be able to understand cause and effect, to understand all these kind of matrices.

So I talked about analyzing your campaigns, your click-thru impressions, analyzing your landing page. Because we have that numbers right in-front of your face. Then analyzing your sales. Analyzing your keywords. Notes

With this full suite of analysis, what you realize is that when something goes wrong, you’ll be able to identify where is the problem. So what we try to do is we’ll teach you to create what you call ‘check points’.

Because something affects something, something else affects something. For example, you can probably wrongly decide ‘Ah, I think it is not selling well because it is a bad product’.

Or you may even have bought the product and say that it is a lousy product, that’s why it is not selling well. But I’ll tell you as an AdWord marketer, that’s not true.

I don’t have to see the product to tell you that’s not true. Why? Because you don’t sell base on the actual product. You sell on the copy. Isn’t it interesting? You’re selling based on what the copy is promising.

Now how do you tell it’s a bad product? Any of you know? Any of you as an affiliate marketer, how will you know it’s a bad product? Apart from buying it, how else will you know?

Audience: When there is a refund.

Fabian: Exactly! Because when there’s a refund, believe me as an affiliate marketer, you will get reverse, commissions get reverse. And again, also these are things you want to understand.

What causes what, what causes what? Bad product is not caused by a sales copy. Bad sales are caused by bad sales copy. A bad product affects refunds. We’ll go into a very great detail on ClickBank because that’s everybody’s favorite affiliate network.

I’ll show you that you can even theoretically calculate your potential refund rate of the product itself. ClickBank gives you these steps. But again as I said, most people do not know how to go about doing that. Notes

We have a dashboard created by my buddy, Jeff Hosken. Remember that name. So we create a dashboard for you to plug and play certain numbers, and I’ll show you how to do it.

And you can see right in-front of your eyes, you can see that a potential refund is double digit where obviously don’t discount that product, especially if it’s selling well.

But try to bear that at the back of your mind, why could that number be high. Could the steps be wrong? Could you done certain things to cause that number to increase artificially.

Look at the sales page, and if it bugs you, buy the product and see whether or not that number is right or wrong. But most cases you find that the steps that they provide you will be fairly accurate.

So these are things that again you want to before, as I said it’s quite a delicate process in terms of structuring. You want to know your winners and losers upfront.

If a product has a high refund rate and the stats are telling you that you may want to not promote that for now. Nothing is worst than making sales and getting them reversed the next day. It’s not a very pleasant feeling.

So what’s the next point? Market a right range of product or services to a global audience. I have already covered that. You have a global audience, you also have global competition. So you need to balance that.

Able to precisely control who will see your ad and control your cost. This is one of the gold mines. There are only two equations. Your sales and your cost. The more detailed you are in your cost, and you control who will see your ads. That means that your goal as a marketer is not just to go to a research tool and generate five thousand keywords like what a lot of marketers who sell such tools tell you. Notes

It’s not about that five thousand keywords, it’s how many of those keywords are relevant to your product. So more is not better in that sense, because more just means you increase exposure and then you increase your cost.

You are buying general keywords like e-books to market to a marketer or marketing e-book. Such keyword will generate a lot of impressions, a lot of money and very low ROI.

Again another secret of successful affiliate marketing is that even though we call it AdWords affiliate marketing, it by no means tells you that AdWords is the only pay-per-click search engine that you will use.

The reason why we are talking about AdWords is because it’s the what you call, is the most used search engine. Google is the number one search engine.

That’s where the bulk of your visitors come from and AdWords being part of the Google family is the most flexible in terms of allowing you as a marketer options on everything.

Google is also what rewards you for efficiency, that’s one thing we like about it. As oppose to other pay-per-click network. The more you pay, the higher you rank.

So that’s the reason why we want you to master AdWords first to get everything right. If you are profitable in AdWords, it’s very easy to roll out your campaigns in your Ad-Words. Take your keyword list; throw it into your other small search engines.

Most of the time you will realize that you end up paying much less with the smallest search engines, you will get less traffic. But to you, do you care? No, because you are in a pay-per click business. You only pay when people click. Notes

Doesn’t matter whether they come from AdWords or they come from Yahoo! or they come from somewhere else. What we are trying to do is to increase your audience and reduce your costs, increase your margin.

There are actually people who promote one program and make five figure salary every month. But they are so good at it because they know their entire breadth. They go by AdWords, they go to other pay-per-clicks. Every pay-per-click you can know they are there. Because again, it is all about competition. If every of your competition is only going to Ad-Words, that’s why you’re paying so much for a click, you go into the smaller networks where your competition they are too lazy.

To be honest I’m also quite lazy. I don’t even go to those small search engines all the time. So you take the extra mile to go there, and it will reward you at the end of the day for a keyword that costs eighty cents in AdWords will only be three cents in a smaller search engine.

To me it makes a lot of sense right. Very little additional work for you. Copy, paste your winning ad in AdWords, copy and paste your keyword list, put in a bit amount and let it run, set and forget.

But only do that once you are sure that your keyword list, your merchant, your product, your landing page are all already tweaked. Because you don’t want to increase your administrative burden.

So I wouldn’t recommend you start doing a campaign and running it on twelve pay-per-click network. It will kill you in terms of administrating your business. So it’s all about efficiency. We’re talking about efficiency here. How much do you get for every hour you spend in the business?

Great way to learn about your markets, sadly a lot of marketers miss the idea of AdWords or in terms of impressions, because understanding your markets is important because there are two components to your AdWords. Notes

One is how many people click on it, but the other one is how many people saw your Ads, and then the metrics that we are looking at is what, click thru rate how people saw and actually click on it.

In a lot of situations I also want to know, I what to look at apart from click thru I want look at impressions, why because I will know from impressions how many people searched for that term, even though they didn’t even click on my ad, what it means is there is a market for it.

A lot of times, a lot of advanced marketers use AdWords as a market research tool. They use it to understand to enter keywords that they believe have a market and check the impression count to see which of the key words is giving me a good demand.

It could be an untapped keyword that you may not think is popular but the impression stats might prove otherwise, so you say so what, it means that you actually know that like search engine optimization. Optimize certain pages, based on those untapped key words.

When you do the competitive analysis wow there are only 3 thousand pages with that search term, but it’s giving you, 100 visitors a day. Is it worth your while, I say yes, so again, it is a perfect research tool.

So nothing is wasted in this program. If a click comes in, if your click thru rate is low, we will teach you how to fix that. You will know for each search that you are buying in AdWords, what you call the impressions, because you can use that information to your advantage

Weaknesses, is the quickest way to burn a hole in your pocket. Probably have enough examples in the room. So we won’t harp on that. You need to understand the online buying behavior and perform deep keyword research. Notes

It will not be easy when you are just starting up, but when you get the hang of it, it will belike second nature to you like, when you wake up in the morning what do you do.

You need to be able to write effective AdWords ads, and the good thing is that you don’t always have to create things from scratch. You can, what we call, swipe, what your competitors are doing, and learn from them.

Competition is not really bad, and of cause lastly, you need to outwit your competition. They are gunning for the same profits. I just like to go thru what is Google AdWords, because some of you are new here, and not assume that you actually what it is.

So what is Google AdWords, as I mentioned it’s a program, created by Google, whose original purpose was to get ads to display on what we call keywords typed in the Google search engine. It is a pay-per-click system.

So what it means is that you only pay when the visitor clicks on your ad, so does everyone understand what ‘pay-per-click’ you only pay when someone click an ad. Example of that is what we call the sponsored links results (on the right hand of the overhead screen).

So what are the features in the AdWords system? There are actually many, it’s the most flexible ‘pay-per-click’ in the world today. Firstly your ads appear in 15minutes as soon as you can create it you go for coffee, your ads will end up going live.

Let’s assuming your previous AdWords bill you paid for it; if not… you must be of credit worthiness. It allows you what we call very flexible keyword targeting. The whole idea of the program is to talk a bit about match type later on is to allow the advertiser to reach out to a market that they themselves may not be totally aware of. Notes

That what the broad match, phrase match, exact match system that Google created was for. It allows you to do geo-targeting, in certain countries you can even do, up to the city state level or even postal code level. Very powerful.

You can set your daily budget, both at a campaign level and Ad group level. There is no fear of you waking up one day and find out that you are 3 thousand dollars poorer. Unintentionally rather. You can set your maximum bid price again at a campaign level an AdWords level, so you know what is the limit you are willing to bid for.

It allows you to split test ads automatically that’s one of the best features I like about AdWords, it allows you to create two ads side by side and split test, between A and B, with the same system you can even use it to split test on your landing page. To see which headline is going to be more powerful or responsive. Actually for that matter we are even going to pass you a split test script, powerful split test script that allows you to split test, components of your landing page.

So we have left nothing to chance, you get the whole suite of power tools. New one they have a recently they added ability for you to set your preferred ad position.

So you can tell them that I prefer to be, my ads to be displayed at the forth position, and the system is suppose to be smart enough to figure that out, provided your maximum cost-per-click meets that criteria.

So you cannot bit 5 cents and my preferred position number one, and after that you wait for a long time and nothing really happens. You have to qualify first, with your maximum costs per click; the system will try to dispatch your ad at the positioning level.

This is very powerful, if it is done the way we think is done. The last feature we talk about is rewarding relevancy. The unique feature about AdWords is that it Notes

rewards you for showing targeted ads to your audience; it rewards you in higher ranking, in that sense.

It rewards you in the actual cost that you end up paying, which is going to be lower than what you are willing to pay. You will find that happens most of the time, that you can even save up to 50% to 70% of your cost just because you had a high click thru rate.

So let’s look at what’s required to get started in this business. Basic requirements, of cause you need to create your own Google AdWords account. And we will go thru a live run of that. Using one of the gentleman’s credit card which we will mask, don’t worry.

You need to sign up with affiliate networks before we start making money; you need to sign up for a program where, wherever the merchant is whether the merchant is in ClickBank, or in Commission Junction, or Performics; whatever – you must sign up and the reason why you must sign up is that when you start promoting, you are going to refer them to your merchant and say thank you very much and you are going to get no checks.

Make sure you sign up, for management try to use a log in which you are familiar with typically your e-mail address or user name that you create. So again you need to have some efficiency on this.

What are the basic tools you need, obviously you need in this case I will say you want to have a domain name, that’s what you call your mother ship.

We going into a little bit on that tomorrow, you need to have one domain essentially, try to make sure that your domain that you are using for this purpose, is not your name or something like that.

Try to make it sound like a review kind of domain. The domain should be short as well, and the reason for that is because this domain name will be reflected in your ads – your display URL. Notes

Your are going to use one domain and you are going to have multiply sub directories for your separate programs, so again just to re-trip, you probably don’t want to get the domain name just now, just hold on your purchase.

But you do need a short domain name, and as I said you don’t want to call it your name, it’s actually a branding as well the domain name. Like for example I have a domain name called allnetguide.com, very short allnetguide.com, I can use that, you can’t buy that of course I got it already, way before you did.

So the way to do it is that I have allnetguide.com/dog training as the landing page is located at dog training. So when the Google AdWords ad appear, the shorter the domain name the neater it looks, if you have too long a name, don’t have something dot com/recommends, recommends is a very long word, there are limits as well to the display URL.

Get something short, like mine I get allnetguide.com/dog training.com/cat training/ plasma TV whatever. All these sub domains will be where your landing page is located. So at the end of the day that will be reflected on your display URL.

So again your display URL is a branding, you want something fairly generic. Something guide, something review, something tips, so that when you look at it, when you look at you domain name it doesn’t look, too specific.

Unless you are promoting a group of niche sites, everything that is all about dogs, than okay. Something like dogcaretips.com, if not – we are going to do general affiliate marketing, which is what I recommend when you start of, you want to have a domain name as short as possible.

You can use acronyms like 4, reviews4us.com, the 4 could be the letter 4, and it doesn’t matter. It’s not something that people are going to physically type in, it’s just a reference domain that you are going to create all landing pages into one domain. Notes

The good news is that with this system, all you need is one domain to run all your marketing activities. Again the other benefit is that you can track your website activity on aggregate, I talked about Google analytics, and I will cover that more tomorrow.

If you have not sign up for Google analytics please do so. Google.com/analytics, so the analytics code on the domain and all your landing pages, you will get to see, what you call visitor information. It’s a free service so you should sign up for it anyway.

So you need a web hosting, obviously, ones you get domain you get a web hosts. Now for the purposes of this program, you must get a web host which has PHP and MySQL.

I am not a tacky, so I am not about to explain to you what PHP is, it’s just a coding language. For web hosting I recommend go to again it’s all in your recommend page www.internetmarketing.com.sg/reccommends , you go to host gator, now if you are – if you plan on having more than one domain I suggest you get a reseller account, because a reseller gives you unlimited domains.

As a marketer you probably may want to create niche websites, beyond your landing pages. But if you are on a budget, go a shared, it only cost you S$ 6.95. That will allow you to host your one domain itself at a very low cost.

You cannot find a lower cost business anywhere in the world except online. So again if you foresee yourself getting involved in the business a reseller account offer you unlimited domains that means you can register, 50 domains will all go under your reseller account.

You can create your reseller account so on and so forth. Like I said I don’t expect you to do anything today, go thru the entire two day program, and after that map out your plan itself, and as coaching students I will be covering with you the details as well, what your plans are, so you that have to spend anything right now. Just listen. Notes

You need what is called free FTP software because you need to upload your landing pages. I recommend you get Filezilla which is actually free software. Nothing to pay it’s open source it’s free and it works. Because I have tested it.

You will have a copy of this slide but if I am not wrong it is in the recommends folder as well. Ok Filezilla. The good news in parallel I am developing landing page script. When it’s ready, if it’s ready you will get a copy of the script.

The script allows you to create your landing pages online, you don’t need FTP, you don’t need website editor software, so if it works out well, all of you will get a copy of it.

So you up load the script to the server, and you can create landing pages yourself. You can chose various templates and do your business there, we are trying to make it more efficient.

This is really a value packed program that we have put together. Anyway no harm getting FTP software because for your other purposes, your own niche, your own domains. Again if you are in a budget, web design software you need free is Nvu.com. They teach us pronouns as N-view. Nvu.com.

Again it works. It can work on our landing page template, I have tested that it works very well. Actually this is very good and it’s free. So for free stuff you can start downloading immediately.

Let’s look at the advanced tools, don’t panic because the first 3, are going to be included in your program. So free to you guys, but my point to know is that they all run on PHP, MySQL. So if you get a web host with ASP, sorry I cannot help you.

Please get one with PHP, MySQL, in terms of what I recommended you. So what is not in this list is the other landing page script, which I am working on right now. Notes

And lastly you want to look at Auto Responder possibly. Again I will probably hold the Auto Responder part of it; you don’t need it right away. But just take note of it.

Again you have these slides, so you can go and review this slides. The reason why it’s called Advanced Tools (Optional) is because I said 99% of marketers don’t go to this extent in AdWords honesty they stop at the basic stuff and look at the Google stats provided for them, I will tell you that’s okay, but not sufficient if you want to be a profitable marketer.

So next one is a practical session on how to create a Google AdWords account. Now of course for you to be in this business, unfortunately Google requires you to have a credit card on standby – that’s a means they will bill you every month.

In Singapore if you don’t have a credit card you can apply for a debit card. It works the same way except it takes from your saving account immediately – the money, so you don’t have a credit period.

So how do you go about creating a Google AdWords Account, I will now show you a live example. So we are at the AdWords screen. The URL is actually short, is actually adwords.google.com, it can just be http://adwords.google.com .

You may even want to bookmark this page, and sometimes book marking is as simple as talking URL and adwords.google.com and what you should have on your internet explorer is what we call a links tab.

Firstly you want to unlock your toolbar, and take this, and show it here, and it will show up. It might not show up all the way if you have links but it will be there and you can take this and push it up.

So you can rename this as well to AdWords so you will know what it is. Than lock your toolbar – right click, lock so every time you want to come here just click this because you will be going back often. I hope you do it at least twice a Notes

day, so to sign up for real this time. Click to begin on that button. There is a starter addition and standard addition. Wow this one looks like Workers party. Standard addition, continue. The way they do this is that, they will, if you look at the steps right they will want you to create a real account, and real project.

You may just have to create a dummy project and pause the account so that make sure no ads running thru, or if you want it by default you can promote TheDowser first, because since most of you are not affiliates you won’t be rewarded anyway.

So what language do your customer speaks? Just click English by default, how large is the area? Countries and territories just default again. Can I choose Singapore or in this case you want all countries.

By default you normally do it all countries, and there’s reasons why sometimes you don’t want all countries but you click continue, so headlines. Your headlines is 25 characters, your description 1 and 2 is 35 characters. You have a display URL, and destination URL.

So for your headline you can type anything you want. In this case for TheDowser I do free keywords software maybe and then description one: discover thousands of hidden niches.

What happens if you keep typing, you find there will be a natural limit of 35 characters. I will go into detail on how to create an effective ad, or Jo Han will help in this module, just a point to note, that when creating an account they force you to create an ad. Just do the ad and pause the campaign.

I just typed something and what you really learn from Google AdWords is that you divide your description into line 1, line 2 and you can spill all over thousands of hidden, maybe profitable niches, free downloads.

I only say free download like I say because we are literary offering a free download, and what will do is will caps all the first words because it is just Notes

easier to read. And correct my typo. So you realize from even a display perspective that it divides into 3 lines.

So most of the time if you can, you want to fit description 1 – your first benefit. Try to divide your messages efficiently if you can, if not you spill over to the second one that’s okay as well. It will be ideal if you can just put the first message on top and than put your second message below, free down load.

Audience: Fabian change the word discover to profits, what do you mean by no nets.

Fabian: It’s just an example, it doesn’t matter that’s all, we are not going to the actual, just to fill up. So just creating your AdWords. Your display URL what ever your domain name is.

In this case you want to do www.thedowser.com or in certain circumstances where your domain is too long and cannot fit, again you have 35 characters limit. So just remove the triple w, and in this case you can do if I was doing Affiliate site I will be doing, Allnetguide.com/DogTraining, if I am promoting a dog training site.

Again this not the time to go into specifics, we have Johan to guide us along that way. In this case I just go into my thedowser.com, notice that they mainly populate it as the destination URL. Destination URL is what you call what the affiliate link goes into, so if this is the case, it will be affiliate tracking – it is a long link, you just copy and paste from you affiliate panel dotcom TheDowser /e/1/1002, whatever.

There will be approach like this, so you just copy and paste from wherever you are, ClickBank, Commission Junction, so on and so forth. Not to worry this one has one thousand and twenty four characters.

So even the most alien form of affiliate links will fit in. But just remember why I want you to purchase a short domain name, because whatever you type here Notes

will be reflected. And something generic so that you don’t have your own name here. This is not the time to be egoistic.

So I have a domain I call it allnetguide.com, so it’s like a review site, you want to portray that, your landing page is a review site. Provided the domain is available for free reviews for you or something like that what ever it doesn’t matter, you go out and brainstorm to find out something short and simple.

Audience: Fabian when Google analyze user, they use other peoples website URL from the display?

Fabian: No they will not penalize again as I said that Google has a policy of one display per URL per keyword. So if three of you are promoting affiliate site and your display URL will show the affiliate site. If you got more that one advertiser Google will only display the advertiser with the highest rank, which is usually the highest cost–per-click.

So you end up without a landing page, again another reason why you need a landing page. You risk your ad not even being displayed at all. Or you have to bid higher, for your ad to show. Basically you are going to fill-up this, will go into detail later.

Google will now authenticate your ad so i pass, thru that stage, there are certain things you can’t do, put a lot of exclamation marks. You can’t probably put vulgar words there. You can’t do a lot of things basically.

Audience: All caps

Fabian: All caps also won’t be accepted. In any of those, let say the product is an all caps product, for example we have a product called ONSPEED all caps, by default they won’t allow it, but if I want, I can appeal to them and tell them that this the trademark, brand name, they should allow it. Notes

So here is really where your keyword list comes in, typically what you will do here is to get your keyword software and cutting and paste your keywords here. So without going thru any details just buy the keyword software.

Again we’ll show you that you want to actually buy, three variations of it. This called the broad match, phrase match and exact match. Just assuming I am only buying one keyword I just click ‘continue’.

So now you can choose, pay for this account using what? They are smart enough to do IP resolve; they know that you are registering from Singapore.

So just leave it as SGD, no problem, and this is what is called the daily budget, this daily budget so, you can enter a daily budget by default. There’s some science into this where if you put in too low an amount your ads will not get served a lot. So if you want maximum exposure for your ads, your have to set a higher limit even though you may not hit that amount.

And then what is your maximum cost-per-click? Again there’s a science to this, most of the time I like to start off with default, and than they will tell you, which keywords will need to be adjusted, for it to show. So again there’s a science to this.

Let’s put in minimum and click ‘continue’. So this is to review what you have written, that you have an ad, English, all countries, Singapore Dollars, Daily budget S$ 50/- dollars, this is your ad, the keywords you are buying and maximum cost-per-click.

So what best describes you, you say you have an e-mail address and password, I have already used with Google services. G-mail, AdSense, I do not use other services, click this.

Now I want you to create a G-mail account – sorry, to create a Google account so that you can assess your analytics. Your G-mail and also AdWords all thru one account. Create one right now. Notes

So what happens you need to log into your e-mail that you provided them, to basically verify. So they’ll ask you to verify your account, and submit your billing information, so at that point you will create that. So once you complete those steps your ad will begin showing.

And then after verification, you can sign into AdWords using the e-mail address plus the password you specified earlier, so that password don’t forget; that is the one you use to log into your AdWords account, and your ad won’t ran until you verify your account and provide the billing information.

So you need to provide your credit card information. So maybe while we wait off-line for you to go into your yahoo and accept the Google AdWords e-mail. That’s basically how you go about setting up your Google AdWords account. Fairly simple. Bear in mind to check once you have verified – your ads: you don’t want your ads to run right now so put them on pause.

Let’s move on to the next session Signing-Up for Affiliate networks. These are a list of affiliate networks I recommend that you sign up. (Clickbank.com, Amazon.com, CJ.com, LinkShare.com, Performics.com, ShareASale.com) Maybe not now, but just to take note of it.

We have Clickbank.com the largest network of digital products, mainly e-books and software. Amazon.com that sells practically everything, anything and everything. CJ.com standing for commission junction, we have LinkShare.com, Performics.com, and ShareASale.com.

So signing up for ClickBank, if you have not signed up, you can go ahead and sign up. You just fill in your details like any other on-line application. You need to choose a nick name. Choose something that you – easy to remember for yourself as an affiliate marketer and click submit.

So the first thing they will tell you, your account has not been activated. Your payment information’s required, they already give you, set up campaign one for you. So what you want to do now is – they have it active as I said, do a pause, Notes

so you don’t end up promoting TheDowser; although I will thank you for that. So pause your campaign, first thing you want to do, secondly add your billing preferences.

So this is the setup, select location, the country that your billing address is located. If you’ve promotional code, enter here if not optional.

Audience: What is promotional code?

Fabian: Promotional code is when you get larger AdWords professionals who give you a coupon code that you can enter, and you can do your post- pay or pre-pay option in this case, normally you just do a credit card.

In this case you are offering a pre-pay option as well.

I am a speed reader, that’s why I read very fast. So what ever card type you have here, and than will going to enter all these things. Now for confidential purposes, I will not want to complete this part. Just to note that you really would have your AdWords campaign and your details will be here. I will go in again with more details; you would have created an ad group automatically where the ad we created earlier is now over here.

You can see that I did 0.02maximum cost-per-click for purpose, so now they tell me I need 4 to activate. So again you want to be at the minimum as an affiliate marketer, and from there analyze what 4 cents buys you.

You may realize you can activate your ad at 4cents, but the average position maybe 25, if that’s the case it’s not good because, 25 means you are on the third page of the search results.

So these are some of the strategies that you will want to be able to have, but starting point put 0.02 you will get the screen, and then you will need to do edit keywords settings. Notes

And they will tell you 0.04 and you have no choice, you find that when you have a longer keyword list some will be 4 cents, some will be 9 cents, some will be 17 cents.

So what I do is, do it on a tier basis. I highlight all first, than I will click 0.04, so those that will activate at 0.04 will activate, those who will not reselect and do this manual process.

You realize for a keyword with the same ad you can again highlight a different destination. So that’s an option given to you. You may have subtle differences on your landing page that want to divert your traffic. But by and large you want to control your traffic on a at group level, at the keyword level.

So I done the 0.04 so it shows active, but again don’t worry because the campaign is pause. Campaign is a higher level, if your campaign is pause your ad groups will not run. So you only un-pause this when you feel like promoting a douser, the campaign is paused. So later on I get you to offline, do your credit card billing, referencing and than we will use that further.

That was so much for signing up for up for AdWords, let us proceed on… ClickBank, Amazon.com, all these links I will pass to you to go and sign up for.

Some of the links are quite obscure you might not know where to find it, but I have a screen shot to help you. In this case Amazon.com is at the footer – join associates. Commission Junction – they are the worst they don’t even tell you anything about anything. You have to figure out, maybe that was intentional. You have learnt about other commission junction solutions than you come here, click CJ marketplace. They like it to be a treasure hunt approach.

LinkShare, the link is right on the home page, join free, click here. Performics same thing join the affiliate network. ShareASale, again on the home page sign up box, each of the affiliate networks, different kind of reporting, different kind of structure, and different kind of merchants. Notes

So you want to be able to have an option, in terms of product selection. Although in this program, we will focus a lot on ClickBank because, ClickBank is one of the really easier way to go about starting your affiliate marketing business.

Let’s talk a little bit about, what is call affiliate commission types, because this is what you need to understand. Generally three kind of affiliate payments, the first one is what you call a pay-for-sale, this is really the most common form of payment.

So they only pay you when you make a sale, and typically they will tell you that they do it on a percentage basis. So it can be 5% for a sale, or all the way to 75% in certain cases, rare cases more than that, but generally 5 to 75%.

So you may say why are things 5%, some of them are physical items; they tend to be physical items. Your plasma TV, your books, from Amazon, so on and so forth.

Generally if it is a digital product, the publisher will normally offer you 50%. So you say why is this person so generous, because the person doesn’t have to do anything, it’s digital, fulfillment is done electronically. So 50% is a very common number.

In any case what ever the percentages are, I will give a copy of a dash board we have created to type in this numbers and then, learn more about your potential payout. The other thing to understand also is that most of the time you’re getting paid that 50% is not a pure 50%. ClickBank for example charges $1 – 7.5% all these things are nett off before you get your percent share, so you want to calculate properly, and don’t calculate on a gross basis, we have calculators for that.

Now point to note some merchants actually pay you base on a flat fee basis. So again you want to be careful look at the terms. Sometimes you get a flat fee so you get a fixed amount for a range of products itself.

So again you want to, what ever the case is this is your top line, your revenue stream, so you want to be careful how to go about correctly forecasting you revenue scheme.

Pay Per Lead, pay-per-action rather, they are basically the same – you get paid when the visitor carry’s out an action. Like filling out an online form, very commonly.

You won’t find this in ClickBank, but you will find in Commission Junction, and the other networks, and typically for Pay Per Lead, you have a lot of the finance, the insurance, the housing loans, the credit cards, kind of companies who will, have a program like this.

The bad news is that being in Singapore not all of these merchants will approve you, want you to promote, so be prepared for commission junction, and all the other networks if you are from Singapore – most of the time you get declined for very US-centric programs. You have two choices, number one get a registered US address which I think that can be done as well that will enable you to promote a lot of programs there.

For Pay Per Lead there are criteria, such as a thing called qualified lead criteria. So be sure to read the rules carefully before you spend your time promoting those programs. Read very carefully – this not the place where you scan the agreement and click okay.

They will give you detailed criteria and you want to read it very carefully, and they have rules, what you call Pay Per Click rules, to say that you can promote the program on Pay Per Click, here is what you cannot do, here is you can do.

So some of them say you can use our brand name, you cannot use our brand name, you cannot mention our company name on the ads, or you can’t do this, you can do this.

Your landing page can look like this, you can’t have this, they have rules and you have to follow the rules, and when you don’t follow the rules, you find that your affiliate commissions will be in dispute. So you want to avoid all these things before you start your business.

Now Pay Per Click as a form of payment nowadays for merchants is actually the least popular. There are very few merchants that do Pay Per Click. And even if they do most of the times it’s not profitable – they pay ten cents per click, so how are you going to make money? Unless you get the click at one cent, than maybe, right?

So you will typically avoid this Pay Per Click what you call payment option, of cause the other we are talking about is AdSense and YPN network, those are separate businesses.

When you are talking about Pay Per Click from the merchant, the merchant being where you are selling a product or service. Again Pay Per Click does exist but typically low pay out, ten cent, fifteen cent, very risky kind of business because you need to do what is called arbitrage find your one cent click and hopefully they click at fifteen cents.

Again whether or not this is profitable, that’s the best part you can chose to experiment, and that’s the beauty of it. You can choose to say let me do a test on this particular click model/merchant. I am willing to spend $50 to find out how profitable it is.

Find out because at the end of the day I might really be wrong because everybody is avoiding it, and you are the only one doing it, but what I will tell you is that if your Pay Per Click reward is ten cents you probably will not be able to be profitable using AdWords, but you do have other smaller search engines that accepts bids at one cent, two cents.

So you have a five times multiply to play with, try it out because you maybe the only one doing that and if you can find hidden keywords, Pay Per Click is a fairly simple thing for you to do because once you click you get paid already.

Again look at the rules because most of these publishers will denial none US affiliates from participating, due to click fraud. That’s the way of life so, the thing to overcome it is to get a US address, US bank account, and there are ways to go about doing it.

Some of the terms used in Affiliate marketing so we are aligned. Questions on what these terms, most of these terms are on this screen. What is the Cost Per Click (CPC), the cost per click is your cost per click. How to make it simpler? It is the amount you pay when your visitor clicks on your ad.

Now the cost per click let me tell for Pay Per Click is on a keyword level. That means AdWords will calculate how much you have to pay for that click depending on what keyword it is, depending on your CTR (Click Through Rate) which they have a computation. The higher the CTR the lower what you call the effective cost will be, that is the reason why you want to have a high CTR.

So what is CTR? – The Click Thru Rate. This number is basically – it comes in with impressions. This is the number of times your ad is displayed to a human being.

So what it means is also if your ad is, there are only eight ads and the searcher is going from page one to page two and because there are only eight ads, your ads will show again, you will be getting two impressions.

So it’s always challenging to get a very high click thru rate, the average in the industry is about one percent, I will tell you to shoot for at least a three percent. That’s how you are going to pay less than your competitor. In certain circumstances you can even get high thru rates of hundred percent before.

One impression one click – that’s really the untapped market and that is what you should be going for because at the end of the day it does not take much work to come up with that kind of list.

Impressions – a number of times an ad is displayed. It is not the number of times your ad is displayed on the front page, it’s the number of times your ad is displayed, and if the guy clicks ten times thru and the ad show ten times if they click thru.

Of course now you may say not fair right? Why is my ad showing ten times when it is the same human visitor click ten times? What it is trying to signal to you is that this guy looked at all the links and still was not convinced that your ad was relevant.

He went from page one, page two, ignoring your ad all the way. So what it means also means you are not doing your work to write an attractive ad to get a click thru. I will go through that again in detail later, the principals in writing an effect ad, what is the purpose of an ad, you control impressions by the kind of keywords that you chose to show your ads.

Revenue – revenue is what you call you total gross sales. As I said you want to treat this like a business because it is a business.

You want to look at your top line, your revenue, gross sales, in this case, in most; it will be your affiliate commissions that you receive. If you join different networks, you need to extract the reports and put into a spread sheet. We also be providing you with spread sheets to go about managing all these things.

Costs- cost is the total cost and again running the business not discount your domain cost, your hosting cost, certainly your click cost from all the different networks, and if you really want know, calculate your opportunity cost and put it in as well. Notes

Average cost – average cost is cost computed over time to even out the cost. So let’s say you are paying eight cents, than eight cent times the number clicks will be the cost that day, and tomorrow six cents – Six cents times the amount so it’s a weighted average cost of that particular keyword or for that Ad group or campaign.

Conversion Rate – conversion rate requires a slightly longer description: is the percentage of clicks resulting in sales. For example you have hundred clicks and you generate, two sales the conversation rate is two percent. This is different from what we call the click thru rate. Conversion rate is not impressions and how many clicks. It’s how many clicks which result in a sale.

You want to eyeball this number, because it will be in direct proportions to how much you spent. The first thing you want to eyeball is how many clicks it takes to create your first sale or from the point you noticed a sale. That will give you your profit model already. When you generate your first sale you want to eye ball how many clicks it took you to generate the first sale

ROI – a very common term used in business but some you may be new to this. It’s Return On Investment. So for every hundred dollars I spend how much returns do I get. If I get $20, for simplicity sake it is 20% ROI.

For purpose of AdWords my typical target 100 percent ROI, for every dollar you spend you should get $100/- in return but because it’s called return in investment what it means is that revenue must be twice that amount.

If I spend $100 my revenue should be $200. $200 minus $100, your net return of $100, so that is called you ROI.

The last term you will see- earnings per click – how much earnings/ dollar value, on average that the affiliate earn for each click, to the merchant’s website. Notes

So that’s EPC Earnings Per Click, so this number again is an important metrics and you want to eye ball because it will give you an indication of what’s popular out there, what’s making money for the affiliate.

Typical you get your 30 days EPC or 3 months EPC even, and 7 days EPC. Earnings Per Click, so that you can see which products are performing well recently.

Jo Han: Just for the sake of you guys: even though this might be necessary, related to AdWords. I just want you all to know: one is Cost per thousand which is commonly used industrial standard. Secondly is visitor value – how much is one visitor worth to you.

Basically take your nett profits and divide it by 100 – that will give you an idea of how much one visitor is worth. So Lets say you are selling a hundred dollar product. Pure profit, each visitor is worth one dollar to you.

If you are currently spending one dollar training cents acquiring a visitor at one dollar, obviously you have a net loss of twenty cents – the math doesn’t workout anymore. Make sure you know your visitor value; I think that is somehow tied into Earnings Per Click. Is that right Fabian?

Fabian: So you realize that the first few sections of this presentation talks about the concept, talk about what you need to do to prepare yourself for this business. Go through some of the examples; tells you what kinds of network to sign up. This gives you the framework for the business itself.

Going forward we are going to go into, hopefully in fairly great detail, the steps you need to take in this business. Today what we intend to do is cover, three steps; first one is locating profitable products to promote.

Because it starts of with a product itself, how to identify what is an attractive product. How do you analyze a sales copy, how you analyze product profitability even, with all this in mind. Notes

The whole idea is that you do your step one right and then, the rest of the steps will be worth your time. Because the last thing you want to do is just choose a product, do everything create a landing page, and keywords, and than realize how come the product is only paying me this amount of money.

And than you realize and go to Google and check, and the cost per click is costing you fifty cents and I can only afford five cents. So that makes the business unviable already.

So step one is very crucial it is where you do your “go-no go” decision. You analyze your products – find your products analyze them, based on some of the factors, and use our profitability dash board to determine whether or not it is going to be a viable business for you, note down all the metrics that will be provided for you; breakeven analysis – how many clicks to breakeven based on your cost per click example.

This is what step one is going to be. We are down into the practical application itself, so I want you to pay very close attention to it, and ask questions while you can because this is meant to be interactive.

 

 

The End