Podcasts Business Marketing Speak 114. How to Win with AdWords with Perry Marshall

114. How to Win with AdWords with Perry Marshall

Published: Dec. 27, 2017, 5 p.m.

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Perry Marshall joins me today to explain how you can do better in your online marketing. He\\u2019ll explain the tactics and strategies behind high-performing ads on Google and Facebook. In today\\u2019s world, and particularly online, it\\u2019s increasingly important to be excellent at what you do. Being \\u201cgood enough\\u201d simply isn\\u2019t good enough anymore. You need to have a unique selling proposition and be the absolute best in your market. Listen as we dig into various tips and tricks for optimizing your AdWords performance.

Find Out More About Perry Here:

Perry Marshall
 @PerryMarshall on Twitter
 Perry Marshall on Wikipedia
 Perry Marshall on Facebook
 Perry Marshall on LinkedIn

In This Episode:

  • [02:11] - What would be something that would be a big epiphany for a listener who isn\\u2019t super into AdWords but is interested in the process?
  • [06:07] - AdWords has been around for almost 16 years, and Perry started using it almost as soon as it came out.
  • [07:19] - Perry points out that you need to pick your battles when it comes to AdWords. He also recommends that you start with remarketing/retargeting with any new thing you do on AdWords.
  • [11:09] - Stephan clarifies: by buying warm traffic first, you\\u2019re lowering the price of the cold traffic that you will be buying later.
  • [12:37] - \\xa0Perry discusses Quality Scores, and what Google looks for when calculating them.
  • [18:09] - Stephan and Perry discuss tactics versus strategy, and then Perry returns to discussing the early days of AdWords.
  • [21:17] - Everybody makes money easily in a growing market, leading people to think that they were smart when in fact they were lucky, Perry explains.
  • [24:08] - Perry gives an example using Coke and Pepsi to illustrate what he means about being the #1 person in a specific market.
  • [26:50] - The most important decision in any of this is picking your battles.
  • [28:48] - What\\u2019s an example of a shrinking market that you should stay away from? Perry\\u2019s first reaction is bookstores. He then talks about the signs that indicate that a particular industry is growing.
  • [32:09] - We go back to AdWords specifically, with Perry discussing tactics and strategy around getting your click-through rate higher than it currently is.
  • [36:52] - Perry recommends using the additional space within the ad for a specific purpose.
  • [38:55] - Stephan gives an example to clarify what Perry has been saying.
  • [39:17] - Everything you do in 2018 needs to have a unique selling proposition and say things that nobody else is saying.
  • [42:03] - Stephan relates Perry\\u2019s point to something that Tony Robbins has said about the importance of having an outstanding product.
  • [42:43] - We live in a winner-take-all world, Perry explains, and points out just how extreme this is on the internet.
  • [44:48] - What would be an example of a 95-5 strategy or activity that would be in the 5% that generates 95% of the value?
  • [51:00] - Now that Perry has illustrated the incredible value of having a unique selling proposition, he explains what his own USP is.
  • [54:15] - What\\u2019s the next step for listeners who want to get in touch with Perry and possibly work with him?

Links and Resources:

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