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Alex W.

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Going to add this in too...

Even though this isn't "PPC", it is highly related -> Split Testing.

I don't like traditional A/B split testing.

Most people hear and think about this and dump it into 50/50 tests, which means 2 version of an ad or LP running at 50% to each.

Bullshit.

You're not always going to make a "better" or improved version of what you're testing.

Throw up a B version and have it fail, and you just lost potentially 50% of your leads/sales.

Now, there is software like Optimizely for LPs that will let you set the percentage to A as maybe 80% and the percentage of B as 20% which is a much safer approach ( if you know that A converts well ).

Another way to look at this is A/A/B testing where you have 50% go to the first A, and then the left over 50% is split between A and B ( effectively making a 75/25 split). The only reason I bring this up is some software out there will not let you do an 80/20 like Optimizely as there is no percentage input for it. For these types of software/methods, you are just adding in A again.

But this isn't just for landing pages, you can apply this to your ads as well.

No sense in making ads that might cost you impressions and clicks if they are bad ads ( just like my bad LP example above ).

When you are putting in ads, stick to not wasting money on inserting 10-20 ads at a time that are all different if you already have a winner.

I believe Adwords campaign experiments (ACE) allow you to do the same in regard to A/B testing (no A/B/n testing, yet). I don't have direct experience, though, as I'm currently using 3rd party tracking software for my testing needs.

On a similar note, do you have much experience with Analytics content experiments (not to be confused with adwords campaign experiments)? Still in beta, I think, but it's the easiest way I know of to A/B/n test macro aspects of your camps (besides 3rd party tracking maybe). Bids @ the ad group level (or KW level, if you want to get that micro), LPs, etc... You can also divert a pre-defined percentage of traffic for your tests. I think Google sets a max of 10 variations per experiment. May be worth checking out when setting up camps from scratch to get a good hold of what angles, creative variations or bid levels convert best for your offer.
 
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Yussef

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Try it out.

It might not work on an old ad, but it could.

Let me know how it goes though


Hmmm very interesting results indeed. I duplicated a PPE x4 and got very interesting results. Relevance scores have me disappointed. 3s and 4s. argh
 

eliquid

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Hmmm very interesting results indeed. I duplicated a PPE x4 and got very interesting results. Relevance scores have me disappointed. 3s and 4s. argh

Was the interesting results the Relevence scores or something else?
 

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Was the interesting results the Relevence scores or something else?

The interesting part was the CPE difference that varied from .30 to 3.00 and the amount of difference in engagement.

I think I make (and have been making) the typical mistake Sanj spoke about that 90% of marketers make. Choosing a product before clearly defining an audience.
 
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eliquid

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The interesting part was the CPE difference that varied from .30 to 3.00 and the amount of difference in engagement.

I think I make (and have been making) the typical mistake Sanj spoke about that 90% of marketers make. Choosing a product before clearly defining an audience.

This is what I try to tell people about Ad networks like FB.

You cant always blame your product or audience. The fact you make the ad 4 more times and got wildly different results is proof sometimes it is just out of your hands.

However, you should def. improve what you are doing. That could be y our product or demo or something else.

Always make copies of ads though. When you find something that could be your next winner, you dont want to throw it away just because 1 ad didnt get you sales from FB. Make copies of it and run it and be sure.
 

Yussef

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This is what I try to tell people about Ad networks like FB.

You cant always blame your product or audience. The fact you make the ad 4 more times and got wildly different results is proof sometimes it is just out of your hands.

However, you should def. improve what you are doing. That could be y our product or demo or something else.

Always make copies of ads though. When you find something that could be your next winner, you dont want to throw it away just because 1 ad didnt get you sales from FB. Make copies of it and run it and be sure.


Thanks for the feedback man. Trying to crack the code.
 

eliquid

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Not sure if anyone knows or has kept up, but Google recently released the ability to expand your ads from the very limited character set they had for headlines and descriptions, to a much more relaxed limit on characters.

If you ever needed to fit in that extra "s" or break out that abbreviation to it's full length term, you got the go ahead to do so now!
 
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eliquid

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Google loves to take away useful info from you that can help you be more profitable.

You think I'm crazy, but it's true and I could list a few ways they have done this over the years. On a broad level, their move to take away rotate indef. on ads was a huge issue. They brought it back a long time afterwards luckily. They also started matching your exacts to mis-spells and similar terms a while back too.

I could go on.

However, lets focus on what they want to change on you now.. They are taking away converted clicks metric.

Now you will have to deal with looking at all your conversions and it really can mess up reporting and optimizing.

Not all is lost though.. I have seen where you will soon have the ability to do device level bids on tablets. Should be rolling out to accounts soon and will help a of us kill off traffic that does well on Desktop and Mobile, but not Tablets.
 

Andy Black

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Google loves to take away useful info from you that can help you be more profitable.
Didn't read anything else. You had me at this. :)
 

Greg R

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@MJ DeMarco, it is these kinds of threads that make me extremely glad to be an INSIDERS!

@eliquid ++REP you rocked my world today.

I would like to leave a more substantial comment here but this information has left me stifled.
 
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Mac

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I like the pixel strategy. That's some ninja marketing right there. Did you use a custom pixel or a Facebook pixel to do this? If custom, how do you make one?
 

eliquid

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While this is not exactly PPC talk I'm about to share, it is very important to possibly your PPC campaigns.

"What happens after the lead"

Some of you might think this is common sense or a "duh" moment, but you would be surprised how many people miss what I am about to share.

First some background:

Even though I run several of my own SaaS companies, I still do consulting work in digital marketing. I mainly focus on paid advertising, CRO, email, and revenue generation efforts in the Higher Education ( lead gen ) and ecommerce ( B2C sales ) verticals.

One thing I have noticed is that performance of a paid advertising campaign can be judged by some at a very high level. It's not always as easy as, "this campaign spent $500 today and produced $1200 in sales".

Sometimes, the sales cycle can be months ( like in Higher Education when a prospective student fills out a lead form until they show up in class ) and becomes very hard t judge when other people are involved ( like enrollment teams or account managers ) and is spread out over time longer than an Adwords cookie.


So why does this matter?


While my numbers on the front end might look great, someone else might be judging on the backend with different numbers.

If I take my Higher Education example, I can get leads for a Bach. of Psychology for $300-$500 on Adwords pretty much any day depending on geography, time of year, and brand name of the university. Criminal Justice Bach. might be $300, and things like Exercise Science in California might be $150 a lead.

As long as I'm hitting those numbers or averaging below them, I'm doing good... right?

That's the front end though.

On the backend, we might find out it takes 21 leads on average to get that Psychology student to turn into an application, send in their transcripts, get financial aid, pay, and show up to class their first day. That's over $10k for a student and that's bad. To give you an example, most of your small private colleges and universities that are faith based can only allow $3-$4k to get a student. This amount goes up for larger brand name schools....

As someone running paid ads though, if I am targeting the right demo and running the right ads, there isn't much I can do after I get the lead can I?

After I secure the lead, it's off to a call center or an enrollment team member who then helps the lead fill out an app and get their financial aid and follows up with them over the next 30-90 days.

However, that doesn't matter. If the executive above goes through the numbers and see's its not working ( i.e. $10k a student ) they might simply say the paid ads are not worth it and shut it all down or come to me asking why it's not working. When this happens, I better have an answer.


Right here, this moment is what I want to talk about.


Tracking a "sale" that could take 30, 90, even 180 days back to an Adwords click is no small feat. Yes it can be done and is done, but there is a lot goes into it and has to be taken into consideration. This is compounded when maybe the person came in 1 day on their desktop and didnt fill out the lead form and 7 days later came in on their mobile and filled it out or called the phone number to fill out the lead.

So when the "leads don't convert" becomes an issue, you are going to have to make sure 110% it really isn't the paid campaign you are running before you shut it down.

While many of you might say this is too much work, or out of the scope of PPC... it does impact your job/marketing/business.


You're going to have to track what happens after the lead.


I was able to pull stats on our enrollment team call center and I found out that many times it was taking them over 24 hours to contact a lead back.

It was even worse on the weekends. Since no one worked Saturday and Sunday ( but they still wanted to run the campaigns ), the reps on Monday would come in and start working the MONDAY MORNING leads and then work their way through the leads coming in live on Monday too. Pretty much ignoring leads on Saturday and Sunday until maybe mid-day Tuesday or Wednesday.

The leads were growing cold. Students were checking out other schools and getting contacted before we could reach them by our competitors.

Even worse, this was considered normal for the call center. We had a "guru" call center guy running the call center, we had split tested our scripts and had the best equipment. Our process was supposedly the best of any call center that handled Higher Education leads.


This is what the best are doing? Please.

I don't run call centers, but I had to pull teeth to get anyone to listen to me that the problem was in enrollment and not marketing.

I went back and forth for months with piles of data I gathered and compiled into spreadsheets.

Finally, I convinced a VP to hire 3 temp workers to just simply call back leads and let them know we got their info and will be reaching back out to them in 24 hours to talk with them one on one and what would be a good time for them to have this talk.

No training, no script, no student info needed other then their name and phone number. Just 3 temporary workers calling leads back within 30 minutes of the lead coming in.

I also had them to change the the order of the weekend calls so that Monday morning all the Friday night, Saturday, and Sunday leads were called and processed before the Monday morning calls started.

Also implemented, and automatic response with an application via email after you filled out the lead form so no one had to "wait" for it.


Drum rrrrroooooollllllll.....


These easy changes in our steps saved the campaigns from getting shut down

What was once $10k to get a student in a seat on their first day, now became only $2300.

Students were happy. The schools were happy. Executives were happy.

More importantly, I was able to save my campaigns from being shut down.

Was it my job to do this? not really.

But sometimes if you want your PPC campaigns to work out, you need to find out what's causing issues, even if its not PPC at all.


How this applies to you.

Maybe you sell diet pills and use Facebook ads to sell them. You run some campaigns and you spend $10k to sell a bunch of pills, but at the end of the month you have only made $9k in revenue even though the sales came in at a great CPS which should have been profitable.

You say the ads aren't working and shut down the campaigns. Maybe you say PPC just isnt for you.

Heavens no, there is no way your product is shitty so you rule that out and just shut down the campaigns.

Only thing is, you realize 30 days later that the reason you didn't make enough money was because your product was held up in customs and never got to your customers so they did a chargeback, which impacted your revenue.

Maybe you're a drug rehab facility and you are trying to get leads to come and detox at your rehab. It takes about $2k on average ( but can be a lot more )to get the lead off the phone, insurance accepted, on a plane, and in a taxi before they show up in your bed. I've seen this cost be as high as $8k even. The CPL to get them to fill out a lead form ( or call the center ) is really good at $10 a lead.

When things fall apart and the leads aren't converting on the backend, you assume PPC isn't for you and you shut off the campaigns. You realize later that the call reps are actually stealing your leads and selling them to another rehab ( for $5k profit ) and that the limo drivers are not picking up the patients at the airport to bring them to your rehab.

See how sometimes things out of your control can impact your PPC campaign?

Even if you didn't shut them down, if you didn't have the hindsight data you might have adjusted bids up/down, moved time schedules, changed geos, or paused a bunch of ads which could have really hurt your PPC campaign in the long run.


The higher education call center, the diet pills, and the drug rehab examples were all real situations I was involved in and had to dig in and fix for the owners just to keep running PPC campaigns for them.

Many times people look at the backend numbers and when things don't work out, pull away from the marketing or blame the marketing for the cause. They state that the ads or targeting was wrong, or that the traffic source has garbage traffic.

Make sure you know everything that impacts your campaign numbers and who is judging the performance of them and what THEY really care about.
 
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eliquid

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I like the pixel strategy. That's some ninja marketing right there. Did you use a custom pixel or a Facebook pixel to do this? If custom, how do you make one?

I made my own.

All it was, was my remarketing providers code put into my own code. I gave this code to the site owner so they didn't know I was using another bit of code instead.

The would have found it out though if they would have executed and researched it when it fired, but no one ever did ( or cared ).
 

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Thanks so much for this, will read this weekend.
 

eliquid

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Wondering if I should drop a new bomb I discovered in here regarding PPC and geo-locations.

Thoughts are brewing on this... man o man
 
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Awesome thread - thanks @eliquid!

Threads like this make the INSIDERS sub worthwhile. Great idea about placing a retargeting pixel on PPV visitors...had a think how best to utilise this and will be giving it a try this weekend.

Wondering if I should drop a new bomb I discovered in here regarding PPC and geo-locations.

Thoughts are brewing on this... man o man

Yes! Please share!
 

eliquid

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Haven't dropped my PPC geo bomb to you all yet, but I got some updates...

By now, most of you all should know you can add in a Text Message extension to your ad. If not, now you know. Its a new feature.

What it does is allow you to put in your ad a text that might say, "Text FOOD to 313131 to get a menu" ( that's just an example ).

Most of you might think that's not a huge deal, but it gets you extra real estate on the SERPs and it also lets you do something clever if you listen to the end of my recent podcast here where I drop a business idea on you and talk about this SMS texting stuff -> https://www.serpwoo.com/blog/podcasts/predicting-the-future/

Starts at the 28 minute mark, but would be best if you listened to the whole thing really.
 
Last edited:

Andy Black

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Haven't dropped my PPC geo bomb to you all yet, but I got some updates...

By now, most of you all should know you can add in a Text Message extension to your ad. If not, now you know. Its a new feature.

What it does is allow you to put in your ad a text that might say, "Text FOOD to 313131 to get a menu" ( that's just an example ).

Most of you might think that's not a huge deal, but it gets you extra real estate on the SERPs and it also lets you do something clever if you listen to the end of my recent podcast here where I drop a business idea on you and talk about this SMS texting stuff -> https://www.serpwoo.com/blog/podcasts/predicting-the-future/

Starts at the 28 minute mark, but would be best if you listened to the whole thing really.
Yeah, I've seen the Text Message extension but not had a play with it yet. Will listen to your podcast. Thanks @eliquid
 
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Yussef

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Google loves to take away useful info from you that can help you be more profitable.

You think I'm crazy, but it's true and I could list a few ways they have done this over the years. On a broad level, their move to take away rotate indef. on ads was a huge issue. They brought it back a long time afterwards luckily. They also started matching your exacts to mis-spells and similar terms a while back too.

I could go on.

However, lets focus on what they want to change on you now.. They are taking away converted clicks metric.

Now you will have to deal with looking at all your conversions and it really can mess up reporting and optimizing.

Not all is lost though.. I have seen where you will soon have the ability to do device level bids on tablets. Should be rolling out to accounts soon and will help a of us kill off traffic that does well on Desktop and Mobile, but not Tablets.


E you are giving up the Gold
 

Seebs10

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Just read this thread for the first time and was blown away by the incredible knowledge and experiences you've shared with regards to PPC and advertising. Huuuuge thank you!! Will absolutely keep following along.
 
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eliquid

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Just read this thread for the first time and was blown away by the incredible knowledge and experiences you've shared with regards to PPC and advertising. Huuuuge thank you!! Will absolutely keep following along.

I have some other stuff ( kinda mostly the same ) that I might have worded differently in other parts of the forum too.

Like for example, I just finished up a few posts here for @TheDillon__ at https://www.thefastlaneforum.com/community/threads/confused-optimizing-this-adwords-ad.73929/

.
 

eliquid

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Realized there were some people that posted, that I somehow skipped over and didn't help. Sorry guys, this wasn't on purpose. Just somehow missed the question in the post.

This is an excellent glimpse into the world of paid traffic. I'm looking forward to your book. Have you written any other books in the past? I'd like to take a look.

@The-J
No other books yet. I've done some blog posts and podcasting and its all spread out amoung the internet.
Check out LeanVertising.com and Blog | SERPWoo

One thing I was thinking as I was reading was how powerful and profitable having someone with all that knowledge on my team would be and was trying to guess at the costs of having someone manage an entire digital campaign. Obviously their skill would have to be demonstrated but what might be the ways that one could hire someone with this sort of knowledge. A lot of what you share above was like a slap in the forehead. It would be so cool to watch someone work like that on my own campaigns.

@AllenCrawley nailed it... instant gold.

@V8Bill
It comes down to experience and the right questions.

You are going to want to find someone that has at least 5+ ( if not more ) years in the industry you are in. Meaning, if you are in e-com then you need someone with 5+ years in e-com that directly handled the Adwords/Facebook/Media buys. If you are in lead generation, same thing. I almost think 5 years is not enough, but someone that did this full-time for 5 years will start to have the experience you need. Make sure its not someone that "managed" another person doing this for 5 years or did it part-time.

Perfect fit would be someone that spent their own money doing this, meaning an affiliate. Plenty of people have experience running campaigns for someone else, but it's a different ballgame when you have done it for yourself using your own money to put bread on the table. Plenty of people lose their shirts doing this, but YOU want to find the guy that was successful for at least 1-2 years and got tired of being the low man on the totem pole in affiliate marketing or hated the business aspects of it ( chasing down payments, caps, etc ). You still need that 5+ year min in PPC, but you're looking for 1-2 years of that at least at a min being an affiliate.

I would expect someone knowing what they are doing with this experience to be no less ( if American ) than $80,000 a year full time for you. Part time or consulting would be different, but someone that can do this and can prove it will not be cheap. If you find someone cheaper and they work out well for you, consider yourself lucky and keep them happy at all costs if possible.

.
 

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I'm gonna make a lot of people salty with this statement, and many will try to prove me wrong.. but, "I've never met someone that was a multi-millionaire solely from just doing SEO"..

Aha! It was you that said that! I have been paraphrasing this quote for quite some time now. I first read this thread when I had nothing to advertise and that statement hit me like a rock thrown from a skyscraper. I'm glad I've found it again, now that I do have something to advertise, I'm diving back into this. :hilarious::cool::thumbsup::thumbsup::thumbsup:
 
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Andy Black

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Realized there were some people that posted, that I somehow skipped over and didn't help. Sorry guys, this wasn't on purpose. Just somehow missed the question in the post.



@The-J
No other books yet. I've done some blog posts and podcasting and its all spread out amoung the internet.
Check out LeanVertising.com and Blog | SERPWoo



@V8Bill
It comes down to experience and the right questions.

You are going to want to find someone that has at least 5+ ( if not more ) years in the industry you are in. Meaning, if you are in e-com then you need someone with 5+ years in e-com that directly handled the Adwords/Facebook/Media buys. If you are in lead generation, same thing. I almost think 5 years is not enough, but someone that did this full-time for 5 years will start to have the experience you need. Make sure its not someone that "managed" another person doing this for 5 years or did it part-time.

Perfect fit would be someone that spent their own money doing this, meaning an affiliate. Plenty of people have experience running campaigns for someone else, but it's a different ballgame when you have done it for yourself using your own money to put bread on the table. Plenty of people lose their shirts doing this, but YOU want to find the guy that was successful for at least 1-2 years and got tired of being the low man on the totem pole in affiliate marketing or hated the business aspects of it ( chasing down payments, caps, etc ). You still need that 5+ year min in PPC, but you're looking for 1-2 years of that at least at a min being an affiliate.

I would expect someone knowing what they are doing with this experience to be no less ( if American ) than $80,000 a year full time for you. Part time or consulting would be different, but someone that can do this and can prove it will not be cheap. If you find someone cheaper and they work out well for you, consider yourself lucky and keep them happy at all costs if possible.

.
100%.

Lead gen and eCommerce are different beasts. Even in AdWords there's a different campaign type (Google Shopping campaigns) for eCommerce.

I specialise in AdWords for lead gen, @lowtek in AdWords for eCommerce. There's overlap, but specialism too.
 

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Checking in - how's that book coming along? I'll pre-order right now if I can grab the first few chapters from you. ;)
 

eliquid

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@TheDillon__ Still working on a few things that got in the way. It should be ready shortly
 
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Moved to the outside at @eliquid's request so it can help more people.

Thanks @eliquid for your generosity writing this up, and making it available to the outside of the forum.
 

eliquid

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Thanks.

I was thinking after a year and a half on the inside, it was time to move it out to help others that are not INSIDERS.

Hope this can be of tremendous help to others.

If anyone needs help or has questions, please post them here.

.
 

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