Jason Drohn's Scrapbook

How To Run A First Class PPC Campaign – By Way Of Door To Door Sales

Tuesday, July 31st, 2007

I have been meddling in and around PPC campaigns for a long time. Both in the publisher’s arena and in the advertising space. This article isn’t about being a publisher or making money online; rather, it is about how to sell your products or your services using PPC campaigns.

There is a very vital comparison one needs to make in order to be successful through PPC campaigns – that of setting up and running a PPC campaign the same way someone would approach door to door sales…

In order to sell door to door, you need two things – a qualifier and a sales pitch.

The Qualifier

The qualifier is usually a list that is picked because of some demographic. For example, you start a copier company. Would you go door to door in your local neighborhood? Probably not because no one needs or wants them. They have their scanners and digital printers and everything else. Would you go to the larger companies like General Electric or Geico? No again. They all have corporate contracts, and you could never hope to fill the orders. So you turn to small businesses. Just 1 to 49 person shops with revenue of $500,000 or so.

PPC campaigns aren’t any different. If you are selling an ebook on How To Install Security Cameras In Your Home would you try to market to everyone search for cameras or security on the Internet?  No.  Marketing to those people would be extremely ineffective, and cost you a fortune in clicks that do nothing!

Instead, you would market to people searching for security cameras, home security cameras, or you might even get into marketing to contractors.  That includes using the brand names of security camera companies.  Another avenue you might want to consider is using keywords that are very specific to home security.  They don’t have to have the word “camera” in them!

The Sales Pitch

The sales pitch in PPC campaigns is about 12 words long – the text you use in your ad copy itself.   Run around the Google searches for a bit, and see what I mean.  You get generic advertisements that don’t really tell you a damn thing.  They describe the site, or they might get into product details, but they require no action from you!

Imagine a door to door salesperson that tell you all about the product, naming its features and telling you what it can and can’t do.  Are you going to buy from that person?  Probably not.  But what if that same person walked in your office and started by telling you how his product was going to make your life easier!  And then closed his speech with a call to action.  Now that will lead to a sale.

PPC ads aren’t any different.  Use the text you are allotted wisely.  In 15 words or less, tell the prospective buyer how your product is a good fit for him/her.  Tell them how their life will be easier if they purchase through you.  And include a call to action, so they know right from the get go that they are going to be asked to buy something of sign up for something.  The people that aren’t interested won’t even click on the ads, saving you the money that that click would have cost!

Summary

In general, people will make the decision whether they are ready to buy within the first 5 or so seconds that they are on the landing page.  Which is unfortunate but true.

It is up to you to do a good job qualifying them through their keywords, and selling them through your ad text.

At any given time, you hear people saying that PPC campaigns are a blessing because it is quantifiable and allows them more customers than just a simple website ever would.  At the same time, in a different corner of the Internet, you hear people damning the entire system because they lost so much money and there was no return on investment.

Here is a little secret – the ones who praise the system qualify and sell through their ad text, like I summarized above.  The ones don’t – drive down the freeway and throw money out the window…

How To Write A Resume (That Will Get You A Job)

Sunday, July 29th, 2007

Resumes are the one thing that drive me nuts. You either get it, or you don’t. There is no ‘in between’, or ‘might be qualified,’ – It’s a pretty black and white process.

I go through quite a few resumes on a daily basis – whether it be for clients themselves or for our own employees. Truthfully, most of them suck.

When I see a resume for the first time, I guage it no different than a website. I scan the top edge, then down the left column. I get through the objective, and maybe into the first few lines of text before it goes in the trash. And that’s if it is typed and formatted well! If something jumps off the page at me, I keep reading.

We are going to go through some points I consider to be important in formatting your resume correctly. Please keep in mind, this is more of a technology oriented position. Marketing and Healthcare have their own standards and creativity factors, but tech guys generally like it pretty cut and dried. Fluffy is for the marketing department!

Top Section of the Resume or Header

There are a couple things I like to see in the first few lines. Things like a name, email address and phone number. An address is a good thing as well. For me, it doesn’t need to be on fun letterhead or have curly cues in the corners. Just show me you know what the hell you are talking about.

Resume Objectives

The first thing you should put right below your name and phone number is your objective. And here’s a tip: Make it specific. I hate seeing things like, “Looking for employment after gradution.” Sure, that may be true – but it gives me the impression that you will be here for a year or two, steal all our SEO secrets and half our clients, and go work for a competitor. That wouldn’t make me too happy.

Instead, write something specific to the job you are applying for. If you are looking to get into a project management position for Accenture, put something like, “To become the project manager for a world class consulting agency.”

The Experience Section of a Resume

The experience section is what you have done that will have some sort of impact on the company you are applying to. If you are straight out of college with a programming degree, write something like, “Application and Software Design for Manufacturing Companies.” Or how about, “Group Leader of a Case Analysis of Google.” Those are all relevant experiences that will cause an eyebrow to be raised by the reader.

The Skills Section of a Resume

This is my favorite part, because when you are in the world of technology, it is scary how much you know how to do. And don’t be bashful about putting your skills down. Bashful people are the ones still looking for jobs!

Do you know Flash? Modo? PHP? SQL? Dreamweaver? Access? Linux? Unix? List it all out!

Education Section

I don’t need to tell you what goes here. I will leave it to those damn student loan bills to give you a clue… $100,000 for one section of a resume!

Employment

The previous employment section is a bit touchy. If you are non traditional student, going to college, you might want to put it above the education section. If you have never had a job, don’t worry about it! And if you had too many jobs, only include the last 5 or so years worth, but don’t leave time gaps! Make sure you time is accounted for.

Honors

This is the nice, quaint, conceited section of your resume. Put anything you have won or been recognized for. Whether it be a pie eating contest when you were twelve or a marketing award from you college. Just make sure that it applies to the job you are looking for..

OK, leave the pie contest out unless you are applying to Google only for the free lunches!

Activities

In this section, just write what you do with yourself. Fill in any gaps, or put your personal interests down. If you work 55 hours a week, do projects on the side, and go to school full time – make sure that shows through here!

References

The one thing I will say about references is, “INCLUDE THEM!” Don’t make a perspective employer hunt you down to find out where that can get a hold of people. Frankly, an impressive application that says, “References available upon request,” ends up in the garbage.

Summary

A couple closing words on resumes. Make sure you update it every couple months. Our lives are so busy, we tend to forget about that last big project we just did, or the design software that we just learned. Make sure that you take note of all that stuff on a recurring basis.

Finally, your resume showcases you… What you have worked for… And what you know. Don’t just throw something together in a hurry because it is the only option. Did you work your ass off in school and in your internships so you can throw it out the window when it counts?

Also, for shits and giggles, you can download my updated resume. Let me know what you think! And PS. I haven’t needed this thing in 6.5 years and still going strong :0)

Jason Drohn Resume Downloads: 2310 times

Tapout and Tech Revolution

Monday, July 23rd, 2007

This might be far fetched, but I thought I would throw it out there anyway.

I was watching TV the other day, which is a rare occurence, and chanced upon this Ultimate Fighting-like show.  It featured the guys from Tapout.com.   Intrigued because I see their logos and stickers on all kinds of car windows and t-shirts, I continued watching.

Here, the guys that form Tapout are depicted to be the elite in the ring.  They run around on tour buses, sponsor other fighters, and basically act like lunatics in front of the camera.  Some of them wear makup, and have on pseudo-costumes.  Each have their own personality, though.

Then I got to thinking – programmers and coders and designers really aren’t that much different.  A lot of them have big hair and crazy earrings.  They are just as eccentric, but lack in the extroverted side.

So is it possible to build a tapout like community of freelancers or designers or nerds?  Maybe.  Better yet, is it possible to create a “Freelance Guild” that bids on, receives, and divides up work to those that suit it best?

And PS.  Sorry for the extreme diversion that this article took.  Welcome to the way I think :0)

Entrepreneur Tools – Talk For Free

Thursday, July 19th, 2007


One of the biggest things about having a web based business is communication. You need to be able to talk to someone on the other side of the world, at a moments notice. And if you aren’t able to – good luck trying to lock up contracts with the bigger firms!

It isn’t so much about being on call 24/7. No one should have to put up with that. But having a successful, supportive company is about being accessible. For example, I just did a round of Internet Press Releases for a client, and one of them had a typo. I couldn’t tell you how it happened, but it did. My client sent me an instant message through Skype, and we worked together to try and get things cleared up.

The benefits of Skype are really well documented, and I don’t necessarily want to add to the party; but, I deal almost exclusively with the VOIP application for two reasons:

The outbound calling is what does it for me. No more excruciatingly high cell phone bills. No crazy data access rates. Just pick up the Skype phone, dial the number, and talk.

On top of that, the text messages are automactically saved, establishing a history for you (which is especially useful if you are forgetful and promise to take care of something on a project!). And there are plugins to do things like record calls for you (and export them as an mp3) and share applications.

All in all, Skype is the one thing I can’t do without – in regards to applications your business needs to run on. For $29 you can make unlimited outbound calls, and it is supported with fantastic text messaging capabilities. What more could the young entrepreneur or freelancer want?

Download Skype

A Guide To Making Passive Income

Saturday, July 14th, 2007

Who wouldn’t want passive income? Seriously. That is everyone’s dream, I think. Not working for money! It’s about not mattering whether you work or not…

FreelanceSwitch.com has just put together an ebook, titled A Guide To Making Passive Income and it is up for distribution on one of their sites, notbythehour.com.

After taking a bit of time this morning to go through it, I have to highly recommend it. Not only does it hit on a lot of points the entrepreneurs need to know for their own business, but it gives a lot of good tips on getting started with certain passive income streams.

Like anything else, the more time you put into it (initially), the more money you will end up making, but it will require less effort down the road – depending on how you position yourself.

In particular, I like this part:

Release early, release often
While this is particularly true in software, you can apply this philosophy in any craft. If you save up everything into one big product or release, you may find you’ve got it wrong, your competition has already been there and done that or people just aren’t interested. Get smaller products out there faster and test the waters. If you’re writing a book, try writing a guide first before compiling your epic masterpiece. If you are making a plugin, try solving a small problem before tackling a killer one. And of course if you are making software, don’t wait until you have perfected the ultimate program, get something out there for users to buy, use and test.

The thinking behind that quote is don’t waste your time if it isn’t going to be beneficial in the end. Test the waters first, and if it is going to work – do it!

Thanks to the FreelanceSwitch Team for putting the Passive Income Guide together.