“Paint what you see, not what you think you see.” Those were probably some of the most profound words uttered by a teacher in a painting class I was taking while working on a graphic arts degree. It helped me finally “see” what I was doing wrong in drawing and painting still lifes, people and landscapes.
The trouble us budding artists had was that we knew what an apple, an orange, a wine bottle, and a human face looked like close up, but from 20 feet away we were trying to draw in the detail that we knew was there, but couldn’t actually see. When we all eventually realized to just paint what we saw, the entire process became much easier.
If you think about what you do in affiliate marketing and especially how you work your paid search campaigns, sometimes doing the stupid simple things, or at least being able to realize what they are, can make a huge difference in your business. Taking a step back and examining what you really see and how you really get conversions, what makes people buy, or fill out a lead form and ends up making you money can be an eye opening experience. It will probably turn out to be different than what you may have been led to believe or thought you had your head wrapped around.
For the longest time it was like I was banging my head against the wall trying to figure out this ppc thing and just about 4 or 5 months ago it really began to literally “click” for me. The conventional wisdom for years was to throw thousands of somewhat related keywords into a few different ad groups, see what converted and then trash the rest. The trouble with that philosophy was that you could have hundreds or thousands of words that end up getting 1 or 2 clicks each and you continue to hold onto them while they get 3, 4 and 5 clicks, waiting to see if one of them may convert while they up costing you lots of cash (especially in a competitive niche) and valuable time watching them. I now never, ever use more than one keyword in an AdGroup.
There are certainly lots of ways to make ppc work, but what started finally paying off for me was when I realized that there is an entire group of impulsive individuals just waiting to pounce and spend money on the hottest thing or get the latest bit of information that’s important to them especially when it’s recommended by someone else or has the force of the all powerful media behind it.
Up close it looks like ppc is a huge chore with all the market research, keyword research, tracking, quality score issues, bid prices, conversions and everything else that goes with it. The right in your face view of ppc marketing is fraught with details, but once you step back and take a look at the bigger picture the fundamentals are really quite simple. The basics are no more complicated than: find a source of lots of cheap traffic and send it to a relevant offer that converts.
Whatever you think of the media, when it comes to identifying hot trends, hot products and niches relevant to us affiliate marketers, they are absolutely your friend. If you keep an eye on the Drudge Report, the morning shows, the nightly news and the extended news programs like Dateline, 20/20, 60 Minutes and others and then regularly check Google Trends, Insights For Search, Yahoo Buzz and anything else that keeps track of hot topics, everything you need to get gobs and gobs of traffic is right there.
The more familiar you become with watching trends, the easier it becomes to identify topics that could possibly be a successful ppc campaign or other affiliate marketing venture for you. It is becoming much more frequent that I get up from watching one of these news programs right in the middle of it, start a ppc campaign and and end up making money 15 minutes later. And the great thing about these hot topic campaigns is that no one else is bidding in that space, plus if they don’t end up working, the cheap traffic doesn’t end up costing you much.
You’ll probably have to run several of these type of campaigns until you get the hang of it and figure out what makes people react and buy and more specifically what works for you and the way you target your ppc efforts. For some of you, this will probably be fairly easy if you are already in touch with trends, popular culture and the like. It was an initial effort for me because I tend to shy away from trendy subjects so it was hard to identify what was important and would eventually be profitable.
The bottom line though is not to over-complicate the process because even if you are remotely familiar with the news and general happenings you already are in touch enough to make your affiliate marketing and ppc efforts work much better. You may just have to refocus, take a step back, and learn how to paint what you see, not what you think you see.
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