I spent some time yesterday in my jet-lagged state going through mail built up in Brisbane while I was away in Canada – that’s real normal mail, not that fancy electronic stuff we use nowadays.
I have a pile of newsletters and audio CDs from Perry Marshall’s Renaissance club that accumulated over the last six months.
I don’t know what it is about Perry but I like his style a lot more than most Internet marketers, probably because it’s more down to earth and he writes like I write. He rarely puts on a hard sell for anything he does. Although he doesn’t push himself as a copywriter (he’s generally considered the Google AdWords guru), his copy is clean and again, down to earth, and I tend to follow his copywriting style as a template for my own.
Most of the Renaissance club newsletters are about using the web for direct marketing and general Internet business stuff. Perry has the whole formula for marketing a business online down to a tea – run adwords for traffic, use a namesqueeze, demonstrate expertise to make sales and zero in on the ideal customers so they come to you rather than you going to them.
If you would like to join Perry’s newsletter (it’s paper and comes in the mail once a month, usually with an audio CD too) you can check out all the details here -
It’s still the cheapest way to get a copy of his Definitive Guide To Google AdWords ($29.95 as part of the welcome package for joining the Renaissance Club) and if you ever plan to do anything with Google AdWords you have to have this book – it’s the Pay Per Click bible.
Advice On Defeating The Google Slap
There was a section in one of the newsletters on the Google Slap that I want to share with you. If you don’t know already, the “Google Slap”, as it has been labelled, was an adjustment made to Google AdWords that penalized people who used a landing page with little content. It really hurt a lot of people using namesqueeze pages because they suddenly had to pay stupid amounts per click when previously it was pennies per click.
Since then Google has continued to slap advertisers whenever their system determines the site you are sending traffic to has little content.
Perry included an excerpt from an email communication with Glenn Livingston, who had some great tips for beating the Google Slap.
I summarize the tips here for you:
- Add a sitemap
- Add outgoing links to high PageRank sites (you can put these in the footer so you minimize the risk of traffic leaking away)
- Stop using bullet points and replace them with full text content – sentences and paragraphs
- Make sure the anchor text on links is well structured from an SEO point of view
- Add email newsletters as content pages on the site which are linked via the sitemap
The general theme was that you now have to do some work on SEO in order to beat the Google Slap and that work is on the entire domain name you are sending traffic to. Google must do some form of cross reference with it’s little search spiders to determine how authoritative your site is from an SEO point of view.
In a nutshell, SEO effects the AdWords quality score, so if you want cheaper clicks do a little SEO work on the domain that hosts your landing pages, especially if you use namesqueeze style landing pages.
Perry noted that Google is constantly working on “slap-type” effects so you can expect more penalties in the future. As Perry explained – that’s a good thing because the average AdWords user is clue-less to this sort of development and people in the know, like those in his Renaissance club (how’s that for a sales pitch!), are always ahead of the game, earning cheaper traffic clicks.
If you want to receive tips like this from Perry on a monthly basis then I recommend the Renaissance club as the perfect package to get you up to speed on Google AdWords. The money you save from spending less on clicks very easily outweighs the cost of the newsletter. If you currently use AdWords and have NEVER studied it before I suggest you stop right now and spend a day reading the definitive guide from Perry first.
Here’s that link again: