All Posts by charles kirkland

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About the Author

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.

Sep 10

2018 Marketing Events

By charles kirkland | Webinar

Growth Acceleration Summit, June 18-20, 2019 in Boston

Growth Acceleration Summit brings together hundreds of B2B professionals and more than 35 of the industry’s top thought leaders for three days of keynote speakers, multitracked sessions, workshops, happy hours, and networking. With an enhanced focus on alignment between sales and marketing, this year’s speakers include Tiffani Bova, global customer growth and innovation evangelist at Salesforce, and Jay Acunzo, host of the podcast “Unthinkable.”

https://events.zoominfo.com

Machine Learning for SEOs Sept. 12, 2018

Growth Acceleration Summit brings together hundreds of B2B professionals and more than 35 of the industry’s top thought leaders for three days of keynote speakers, multitracked sessions, workshops, happy hours, and networking. With an enhanced focus on alignment between sales and marketing, this year’s speakers include Tiffani Bova, global customer growth and innovation evangelist at Salesforce, and Jay Acunzo, host of the podcast “Unthinkable.”

https://moz.com/mozcon/schedule

Content Marketing World Conference and Expo, Sept. 4-7 in Cleveland

?One of my favorite events of the year, Content Marketing World features more than 120 sessions and workshops led by some of the world’s brightest brand marketers, covering content strategy, integration, and measurement. This is no small event: When I attended last year, there were 3,600 marketers from more than 50 countries. Last year’s speakers included GE CMO Linda Boff, Content Marketing Institute founder Joe Pulizzi, and actor Joseph Gordon-Levitt. I always leave this event inspired and eager to share new ideas with my team.

https://www.contentmarketingworld.com

INBOUND, Sept. 4-7 in Boston

With keynote speakers like Michelle Obama, Brené Brown, and John Cena, INBOUND is always a memorable event. Last year’s conference attracted 21,000 attendees from 104 countries to learn from leaders across industries about connecting with audiences and finding innovative ways to deliver value to them. INBOUND provides the information and inspiration you need to transform your marketing — and it’s an annual favorite of my marketing team.

https://www.inbound.com

Brandemonium, Oct. 2-5 in Cincinnati, OH

Claiming to be the first of its kind, Brandemonium is all about focusing on brands’ and agencies’ creativity. Anticipating over 1,000 attendees, this conference includes panels, workshops, and mentoring sessions so you can gather the top advice from major influencers in the space.

https://brandemonium.com

Subscription Insider's Marketing Boot Camp, Oct. 4th in New York City

The event will bring together experts in subscription marketing and retention to discuss the issues subscription marketers face today. The conference offers an intensive and interactive one-day experience focused on networking and learning from experts from The Wall Street Journal, House of Kaizen, Optimizely, McAfee, A+E Networks, and Ellation, among others. Attendees will participate in workshops and gain access to data-rich case studies, empowering them with subscription-minded connections, strategies, and tactics they can apply to their own businesses.

https://www.subscriptioninsider.com/marketingbootcamp

Content Jam, Oct. 9-10 in Chicago

Chicago’s biggest content marketing conference brings together 300 attendees and top-rated speakers for two days of insights on all things content strategy, promotion, conversion, and analytics. Participants will walk away with the tactics, tools, and expert advice they need to fuel their content marketing and grow their businesses.

https://www.contentjam.com

Forbes CMO Summit in November 2018

One event in the ForbesLive event series, the Forbes CMO Summit gives some of the world’s leading marketing professionals across industries the chance to join together and share ideas and perspectives, build leadership skills, and tackle the challenges facing the marketing field. The Forbes CMO Summit is invite-only, and attendance is limited.

https://www.forbes.com/forbes-live/event/cmo-summit-2018

B2B Marketing Forum, Nov. 13-16, 2018 in San Francisco

MarketingProfs’ annual B2B Marketing Forum will be held for the first time on the West Coast this year. This event is dedicated to leaders and innovators in the B2B marketing space who are eager to learn more about the latest tactics and successful B2B case studies and strategies. Last year’s conference offered a variety of “Off-the-Clock Antics,” including speed networking over breakfast, a mindfulness meditation session, and a ’60s-themed “Profstock,” so this year should be fun, too.

http://mpb2b.marketingprofs.com

Growth Marketing Conference, December 11-12, 2018 in San Francisco

Growth Marketing Conference offers more than 50 sessions from speakers at brands like Google, Microsoft, Facebook, IBM, Reddit, LinkedIn, and Slack. This year’s topics cover everything from influencer marketing to predictive analytics. The event also offers an on-demand video library with 200+ video tutorials, as well as growth marketing workshops to get you and your team certified in growth marketing.

https://growthmarketingconf.com

BrightEdge Share18

Following the success of Share17, BrightEdge is taking Share18 on the road again. The event series, which takes place throughout the year around the country, will focus on the key trends driving performance across search, digital marketing, and content. Whether your focus is SEO, digital marketing, leading a team, or driving performance, Share18 has something valuable for everyone. Each one-day event includes keynotes, custom breakout sessions, panels, and, of course, plenty of community networking.

https://www.brightedge.com/events/share18

iMedia Summits

iMedia Summits will take place in a variety of locations in 2018, but unless I can convince my wife to go to iMedia Brand Summit New Zealand, I’ll be attending the event in Bonita Springs, Florida, on Feb. 12-14. The Summit pairs senior marketers from major brands, agencies, and publishers with innovative tech and service providers. This year’s topics include building purpose-driven brands, the connected consumer experience, and actionable data.

http://www.imediaconnection.com/summits

FutureM (dates to be announced)

This inspiring event brings marketing and technology innovators together to contemplate and celebrate the innovations fueling the future of marketing, technology, and design. Past speakers have included industry pioneers from Amazon, Google, IDEO, and more.

https://www.futurem.org

Martech East

MarTech’s east coast version, because cultivating marketing technologists is that important.

–Jennifer Gruniger, Dell – “It was great to pull together all of the MarTech unicorns in one room and hear all about the work they are doing. Excellent speakers.”

https://martechconf.com/east

Marketing Profs B2B Forum

?Want relevant marketing info, the type of stuff that will help drive your brand ahead, and a lot of laughs? This is always an inspiring event with thought-provoking speakers and just the right amount of entertainment. Hey, you learn more when you’re in a good mood.

http://mpb2b.marketingprofs.com

Aug 25

How To Build A High Converting Landing Page

By charles kirkland | Uncategorized

Sunday while smoking a brisket it occurred to me that cooking is very similar to creating successful Facebook campaigns.

Every stage has its own order. If you skip ahead, you’re doomed to fail.

It's really not about what buttons you push or settings you pick. Those are completely tactical, novice moves.

See, each stage of your buying cycle needs to have its own ad.

Today I am going to go over the concept. Then for the next 7 days I’m going to go into the smallest details of creating Facebook ads that will give you the highest ROI you have ever seen.

For today’s example let's use a 4 stage simple funnel so you can grasp the concept.

Stage 1: Collect the name, email and phone number.

Stage 2: Present the offer and overcome the objections. This can be done via sales letters, phone calls, webinars, etc. The modality may change but the outcome is the same.

Stage 3: Get them to the checkout page and to take the next step.

Stage 4: Get them to become a repeat buyer at higher prices.

Super pro tip.

Focus on your back end buyers. These buyers are often different from your most prolific front end buyer.”

I optimize my ads for my highest lifetime buyer. Focusing optimization for front end buyers is a fast way to the poor house.

At every stage of this funnel your prospects will have different objections that you need to overcome or they’ll get stuck at their current stage and never progress to the next stage.

The biggest issue is most people create a single ad and hope it will take care of the entire funnel and then they wonder why it's not working.

In order for you to get the maximum results you must make sure you are targeting the right people.

Head over to get my buyer profile checklist and template to make sure you are targeting the right prospects from the start.


In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

Did you grab the social media buyer profile guide? If not, get it here.


For this example we’re going to help a hair loss clinic get new clients.

And yes, this process will work for any niche. That’s why it’s a process and not some cheap tactic.

It’s 100% evergreen.

Start building the landing page first and the ad second. The ad is the byproduct of the landing page not the other way around.

I see so many media buyers starting with the ad first and then get poor results.

For this example (I really don’t want to get sued by Big Pharma) I’m going to change the name of the competition’s pill to help men with hair loss.

With a little research we can find our biggest competition.

It's not other hair loss clinics. Instead, it's a drug called Fesxpso.

Google this: male hair growth forum

Spend a few minutes reading the forum posts and you’ll get a ton of ideas for your ads and landing pages.

While Big Pharma might claim Fesxpso is safe, we are going to talk without a filter as my sister-in-law would say.

You’ll find a lot of men who are now impotent, forgetful, depressed and suicidal from the side effects, but they have a full head of hair.

Armed with this research I’m going to show you how to build a landing page that flat out converts like nothing you have ever seen.

Build your landing page as if you’ll never have compliance issues. Get creative here.

Go hog wild and then tone them down for the different networks.

Check out a real life example.

It’s close enough to give you the general look and feel.

By the way I use https://www.clickfunnels.com to build my landing page. Grab a 14 free trail of ClickFunnels here.

Here is the layout I use.

Use this layout as your control and modify it later.

If you’re building landing pages from scratch every time, looking at a blank screen can be overwhelming.

It's easy to be creative when you only have to color in the lines.

Once you have done this a few times, you will have the confidence to try new things.

But that's not where you should start.

Always start with a baseline creative where you can gauge the results.

These are the components we need:

  • Headline
  • Name of Product
  • Bullets
  • Hero Shot
  • Who Am I

Your logo, phone number and legal should stay the same for every page.

Good media buyers get into a creative state when they are building ad campaigns.

Media buying is one of those few things that is half science and half art.

Listen to some music or a talk to inspire you.

You can’t create high converting landing pages when you’re not in a creative state.

Come out the gate punching your competition like Muhammad Ali, Mike Tyson, Evander Holyfield, and George Foreman combined.

Headline

Real stories of men who woke up impotent from taking Fesxpso and why big pharma is hiding it.”

Taking Fesxpso will destroy your manhood, leave you depressed and suicidal and why big big pharma is hiding it.”

Men taking Fesxpso wake up impotent, depressed, and suicidal, and why big pharma is hiding it.

Real stories of men just like you who woke up impotent, depressed, and suicidal from taking Fesxpso, and why big pharma is hiding it.

You get the point.

Start out with your biggest claim that grabs attention like a bucket of ice water to the face.

This is not the time to be tame.

Hit them with your best shot.

We can always tone it down later.

Social Proof

Social proof can be created with a little elbow grease.

I like to use “As Seen On” and then add the logos.

If you don’t have that, get a press release done and you’ll be able to use the logos. I’m not a lawyer so check with your own before you take my advice

Name of Product

I’ve seen marketers spend hours debating what to name their lead magnet.

Here’s the real answer.

Nobody cares about it but you.

Call it something that sounds valuable and doesn’t require a lot of thinking to see the value in it.

This is where I use the Homer Simpson Rule.

If you have to think about it for more than 2 seconds, you need to rename it.

Why You Need It

Make this section short and sweet. You need to keep them reading at this point.

This is just a quick example:

Download your list that reveals 12 major forums where over 11,434 men just like you have been battling major health issues from taking this poison before big pharma sues to have it removed.

This is a great start. I’m sure you could spend a few minutes thinking about how to make it better.

Bullets

The 1st bullet attacks my biggest competition.

3 ways to regrow hair that will not put you at risk for impotence, depression, or leave you feeling suicidal.

The 2nd bullet counters the objection they might have with my alternative.

How to get a full head of hair that makes you look 7 years younger and why it's not as expensive as you think.

The 3rd bullet nails the social proof and ends with a benefit.

Where to see results from 4,529 other men who have trusted us to help them live a better life.

These are just rough examples. I’m sure you could really refine these bullets.

Hero Shot

For the hero shot I suggest showing the product in action or the results of using the product.

Make sure your image matches the buyer demographics.

A husband and wife in bed or maybe an image of a woman running her hands through his hair.

Optin

Here is where a lot of media buyer mess up. Only collect the data you need now. I see people asking for 12 form fields on one page.

If you are going to use multiple form fields, please make them multi step.

Look at this example:

It’s OK to ask for a lot of info, but just don’t do it all at once.

Who Am I

I think we are all guilty of this one.

Make sure your prospect sees you as the leading expert who can help them.

Build your credibility on the landing page.

We do business with people we know, like and trust.

In today's cyber world where it's hard to tell the real from the fake, make sure you spend some time and let them know you’re 100% legit and why you're qualified to help them.

Please use a good looking picture of yourself.

I lose track of how many blurry pictures I see on landing pages, and please smile.

This should go without saying.

But we can all recognize stock photos a mile away.

Stay away from them in this section. It’s ok to use them for your hero shot, but not in this section.

I told you this would be print worthy.

Use this as a guide to get your landing page created.

Once your page is created we will use almost the same copy to build out your Facebook ad.

The closer the ads and landing page align in copy and images, the higher your conversions will be.

If you are wondering why I start with the landing page over the ads, it's simple.

This is the first thing my prospect will see after they click the ads. If I can’t get the lead here, nothing you build after this page will matter.

Plus, once I get enough traffic I’ll move the conversion pixel from being on the landing page to the next step in the funnel.

But that's for a different post.

I hope you found massive value in this post and it would do my heart good if you would share it on Facebook, Twitter and LinkedIn.

Aug 24

How to customize Facebook ads for every stage of your funnel.

By charles kirkland | FaceBook

Sunday while smoking a brisket it occurred to me that cooking is very similar to creating successful Facebook campaigns.

Every stage has its own order. If you skip ahead, you’re doomed to fail.

It's really not about what buttons you push or settings you pick. Those are completely tactical, novice moves.

See, each stage of your buying cycle needs to have its own ad.

Today I am going to go over the concept. Then for the next 7 days I’m going to go into the smallest details of creating Facebook ads that will give you the highest ROI you have ever seen.

For today’s example let's use a 4 stage simple funnel so you can grasp the concept.

Stage 1: Collect the name, email and phone number.

Stage 2: Present the offer and overcome the objections. This can be done via sales letters, phone calls, webinars, etc. The modality may change but the outcome is the same.

Stage 3: Get them to the checkout page and to take the next step.

Stage 4: Get them to become a repeat buyer at higher prices.

Super pro tip.
“Focus on your back end buyers. These buyers are often different from your most prolific front end buyer.”

I optimize my ads for my highest lifetime buyer. Focusing optimization for front end buyers is a fast way to the poor house.

At every stage of this funnel your prospects will have different objections that you need to overcome or they’ll get stuck at their current stage and never progress to the next stage.

The biggest issue is most people create a single ad and hope it will take care of the entire funnel and then they wonder why it's not working.

In order for you to get the maximum results you must make sure you are targeting the right people.

Head over to get my buyer profile checklist and template to make sure you are targeting the right prospects from the start.

http://go.mediabuyerassociation.com/optinpjcyu5d1

STEP 1

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.


You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

========================================
Did you grab the social media buyer profile guide? If not, get it here.

http://go.mediabuyerassociation.com/optinpjcyu5d1

========================================














Jul 04

Here in the US it’s almost the 4th of July

By charles kirkland | Native Ads

Facebook and Google Changes...

Here in the US it's almost Independence Day.

My goal is to spend it relaxing and working on plans for world domination.

OK, maybe world domination is stretching it a bit.

I’ve been spending most of my time knee deep in client work, and I can tell you change is coming to the world of paid media.

Facebook is trying to be more transparent. Now you can spy on competitor ads just by visiting the fan page and looking in the left hand menu.

Adwords is changing its name to Google Ads and rolling out a new interface next week. I have a love-hate relationship with the new interface.

They say it will be faster to create ads. 

But only time will tell.

Facebook and Instagram are betting on videos to be a huge money maker.

Personally, I’m spending less and less time on Facebook and more time on the phone talking to friends.

Most of my close friends are not huge Facebook fans. 

Yes, we might use it for business, but you can only take so much of a good thing.

While the world has not been taken over by AI, we need to know how it's going to change marketing. 

It will make finding the right person to view your ads simpler, but you will still need to know how to create ads that convert.

Last but not least, don’t count Twitter Ads out. 

While they might not be as cool as Facebook, they are still hyper-targeted and work great when you use them correctly.

Mandy McEwen has a sale going on for her Twitter course and I recommend you grab it while it's on sale.

Jun 26

Why You Need To Use Google Optimize

By charles kirkland | Split Testing , Traffic

Let's address the elephant in the room with split testing. With split testing you don’t get the full picture because you are testing isolated items.

I hate to say it, but I’ve seen landing pages that win in a split test kill sales further down the funnel.

Your highest converting options seldom create the highest ROI.

Because of this you have to look at how your split tests impact the entire funnel.

This has been very difficult to do without some enterprise software that costs an arm and a leg. 

Google stepped in and released Google Optimize, but for some reason it has been largely ignored.

While it might not have all the bells and whistles like some of the newer testing software, it’s 100% free and it works great.

Plus, it can feed your results back into Google Analytics giving you a full view of your funnel’s performance.

If you aren’t using it, click the link below and get started.

Talk soon,
Charles Kirkland

Jun 20

You Don’t Know What You Don’t Know

By charles kirkland | Stream Ads , Webinar

The digital marketing world is changing so fast that it's hard to keep up. Your inbox is flooded with quick fix “BSOs”, Bright Shiny Objects.

Using these “BSOs” is like trying to keep the Titanic from sinking with duct tape. It might seem like a good solution at first, but in the end it's not going to work.

So how do you stay current and relevant in today's fast paced world?

You could spend 40 hours a week reading every new blog post. But how much of that is fact vs theory?

Do you buy every BSO and somehow find time to test each one? The last survey plugin I bought only took my VA 5 ½ hours to set up. 🙂

Should you give up your evenings and family time so you can watch every pitch webinar because all webinars provide high quality actionable content? HA HA 🙂

Or you could just get on the phone and let me work with you to solve your digital marketing problems.

Because I run a thriving agency myself, I’m knee deep in the nitty gritty details every day. I doubt you have a problem that I haven't already had to work through.

Reply and let me know what your biggest challenge is, and let’s see how I can help.

Talk soon,
Charles Kirkland

P.S. You don't know what you don't know. And that's where I come in. Reply with your biggest challenge, and let's see what can be done.

Jun 18

Just Giving-up

By charles kirkland | Contextual Advertising , Split Testing

I did a small test on Thursday between 2PM and midnight.

1.74K clicks and 498K impressions with an average CPC of $.95

I had a number of campaigns running for 2 hours until I had enough data to determine the winner.

Here is where most marketers get it wrong.

Most campaigns will fail, a few will have some life and one will be a winner.

But since we are not the psychic hotline, you have to let the data tell you the winners.

What I see time and time again is marketers who turn on 1 or 2 campaigns and get zero results.

Your odds of finding a winner out the gate may be 1 in 10 for an experienced media buyer.

The chance that you can pick a winner with only 2 campaigns is totally against the odds.

Those odds only happen in hyped up sales letters and VSLs.

I tell the MBA members if they haven't tested at least 10 things, don’t complain about it not working.

So before you give up on your next campaign, test everything as fast as you can. All it takes is one winner to scale from here to infinity.

Talk soon,
Charles Kirkland

P.S. What have you been working on?

Jun 05

We’ll Pay You To Become a World-Class Media Buyer Become A World-Class Media Buyer In 4 Weeks…

By charles kirkland | free lessons

Last week I was on the phone talking to one of my contacts at Agora. She told me about the Media Buyer Boot camp, and I asked if I could share this with you.

They Are Looking To Pay You To Become a World-Class Media Buyer In 4 Weeks or Less…

If you’re an experienced media buyer who:

Feels underpaid.

Is tired of being hounded about marketing budgets.

Would like to work with better offers and copy that converts.

Or you’re just looking to work with a higher caliber of marketers in an organization with massive resources...

Agora Financial’s First-Ever 4-week Media Buying Bootcamp is definitely for you.

They are looking for a small group of competitive, hard-working, motivated individuals who, over 4-weeks, are committed to learning everything they can teach you about business, marketing strategies and sales copy.

And best of all...it’s completely FREE!

They are actually going to pay all attendees a competitive salary for the duration of the bootcamp.

No matter your skill level, if you want to truly change your life…and you are truly serious about committing the time and energy it’ll take to become one of the best…

Join us in Baltimore, Maryland starting July 30th, 2018.

Click here for all the details! https://agorafinancial.com/mediabuyerbootcamp/

Talk soon,
Charles

P.S. If you’re on the fence about checking out this opportunity, here’s another amazing perk. They will also cover all the housing costs for anyone coming in from out of town.

They will pay you and put you up for a month while you learn all our best trade secrets. You’d be insane not to click here to at least see what this is all about.

P.P.S. Don’t think this is an opportunity for you, but you have a friend who might be interested?

Jun 04

150 Million Daily Viewers

By charles kirkland | Traffic

Facebook is under massive pressure to come up with new ways to show ads without hurting the user experience.

Or in plain English, they need to make more money without killing the golden goose.

Over the past 14 months Facebook has been pushing Stories. Now that it has 150 million daily viewers, they are ready to monetize it.

As marketers we have to understand what is the user intent inside of Facebook Stories and how can we turn that into leads and sales.

But here is the kicker.

Story ads are only 5-15 seconds long and you don’t get a CTA or click through from the video.

There is not much time to do a lot other than branding and remarketing.

But here is the deal.

Advertising with Facebook Stories is dirt cheap, and if you want to warm up a cold audience, this is your golden ticket.

I’m getting ready to roll out some story ads on Tuesday to an ice cold audience, and I’ll let you know how it goes.

By the way, make sure you head over to the podcast section and catch up on some of my best content.

Talk soon,
Charles Kirkland

May 30

Ad Sequencing

By charles kirkland | Adwords

Yesterday I ended up burning dinner on the grill.

It happens.

Later last night my buddy texted me a recipe for spare ribs in the slow cooker.

He told me how good this recipe was, but that I had to follow the recipe 100% or else it would be a disaster.

That's exactly how ad sequencing works.

Most marketers understand what buttons to push and how to create ads.

What they don’t have is a recipe to follow that yields predictable results.

Think of it like this.

You can have the right ingredients for a pound cake but if they aren’t combined in the right order, nothing's going to work.

I don’t have enough room here or coffee in my system to lay everything out for you today.

But let's start.

Start with the ID4 System.

I don’t know you.
I don’t like you.
I don’t believe you.
I don’t need it.

It's not the prospect’s job to buy from you.

It's your job to move them to the sale by overcoming their objections.

We can do this by starting with a list of objections for each of the questions in the ID4 System.

The reason can be real or imagined in the prospect’s mind, but you still have to overcome it.

It should not take very long if you’re familiar with your buyer’s avatar.

Next, figure out what's the best way to address the objections.

Would it make more sense to have a video describing how your widget works?

Maybe you need to have a FAQ list.

Use the ad medium that's best for killing the objection and have a sequence of ads to help the prospect see your solution as the only option.

By the way, start with the biggest most common objection first and work your way down the line.

I hope you enjoyed this little marketing nugget today.

I would love to hear your feedback and see what you have been working on.

Thanks,
Charles Kirkland