Category Archives for "Contextual Advertising"

Oct 29

Emails That Convert

By charles kirkland | Contextual Advertising

This week on a client call I was asked, “What kind of emails convert best?”

The client noted that sometimes I send long emails that are designed to educate like my article on how to build a high converting landing page.

Other times I send short, sweet emails just asking for a click.

Other emails are 100% story based like this.

So the big question is: which style converts better?

But I think that’s the wrong question.

Think about this.

You don’t take a Jeep to the Indy 500, and you don’t take an Indy car to a mud rally.

Like each one of these cars has a different use, my email styles are different and are used for different purposes.

I like to switch up email types and that allows me to give value to the largest audience segment.

Just like there is no single best car, food or house.

You have to make sure to mix it up.

I still have a limited number of slots open to work with clients. Click the link below and let's see if we are a good fit.


Oct 02

How to use digital personalization like RightMessage to increase sales overnight

By charles kirkland | Contextual Advertising

Friday’s email about Amazon Ads really hit a nerve. 

As of now it has 526 Likes just on my fan page alone.

Change is coming at a faster rate than any of us could imagine.

To stay ahead of the competition we need to embrace change or risk being irrelevant like so many other businesses.

Digital personalization is the next big wave in digital marketing and companies like Amazon and eBay have been using it for years.

Digital personalization is about delivering targeted content and experiences in real time by instantly creating a unique experience where every page is tailored to you based on 1st and 3rd party data.

Every client that we have set this up for has seen massive growth virtually overnight.

In the past this type of software was only for enterprise clients, but now any digital marketer has the ability to start using digital personalization in their business.

What's great is some of the software is 100% free like Google Optimize. Though the personalization feature is still in beta, it is working great for us so far.

Optimizely costs more, but it is designed specifically for e-commerce stores.

One option that I really like is called Right Message by Brennan Dunn.

Look at this example.

One of the fastest ways to win the marketing game is by being more relevant than your competition in the eyes of your users.

In the past we had to create specific landing pages for every single keyword and custom tailor the headline, images and body copy.

That's a long slow process that's prone to errors.

But by using Right Message you can have one landing page that dynamically changes based on the ad that was clicked.

If a user clicks on a Facebook or Google ad about “X,” the landing page would dynamically update everything to create a custom landing page about “X.”

But if 30 seconds later someone clicks on an ad for “Y,” the exact same page would change to give them a 100% custom tailored experience about “Y.”

Think about how many variants could be created on the fly.

Because the user experience is tailored to every click, your quality score will go up because people are staying on the page longer.

This helps lower your ad cost, increase conversions and boost your ROI.

Plus, as the user goes past the landing page, the entire site can change based on the original ad that brought them to your site.

A few years ago this was limited to only enterprise businesses with massive budgets and teams of data scientists who could create this level of personalization.

Now smaller businesses have the ability to use it in their own sites for just a faction of what it cost just a few years ago.

End users are now beginning to expect this level of customization on every site they visit.

The only question is are you going to embrace this now and become one of the early adopters or wait until your competition gets a massive head start on you?

This Wednesday I’m hosting our weekly Media Buyer Association training call where I’m going to show our members how to use Right Message to create a competitive advantage with Google and Facebook ads.

If you’re not member, click here to join.

Charles Kirkland

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?

Dec 13

There’s a Huge Demand for Online Marketing Consultants

By charles kirkland | Contextual Advertising , Marketing , Uncategorized

Did you know that about 20% of small businesses fail in their first year, and 50% of small businesses fail in their fifth year?

Don’t look at this as a glass half empty. Instead, look at how many businesses need some kind of online marketing help.

When I became one of the top 100 affiliates at ClickBank, I did the opposite of what everybody else did.

I found the need first and matched the product to it.

Most people have a product, and they find somebody to sell it to.

That's the hard way; it's like looking for a needle in a haystack.

With small businesses I already know most of them need marketing help.

You can’t open a small business magazine like Entrepreneur, Inc, or Fortune Small Business without seeing articles about using the internet to sell your products.

This is why I think small businesses are a goldmine for 2018.

They know they need to use online marketing to sell, but they don’t really know where to start.

There’s a huge demand for online marketing consultants. (I present two of the most popular internet marketing gurus and their strategies in this video.)

The biggest online marketer I personally know has an email list of about 500,000 people, and he has been building it since 2003.

Think about this.

Approximately 543,000 new businesses get started each month in the US. There is no shortage of people who need help.

Do you see how huge this market is?

That's why I want you to join me this Thursday night for a live training call to learn how you can tap into this massive market.

Charles Kirkland

Nov 27

[Cyber Monday] Jumping the curb in my 4×4

By charles kirkland | Contextual Advertising , Marketing

I had zero intentions of going out on Black Friday because of what happened to me 3 years ago.

To give my wife time to wrap presents I took my daughter shopping on the Saturday before Christmas.

Totally against my wife's better judgment.

In my mind Chuck Norris and Superman wear Charles Kirkland PJ’s to bed because I’m Super Dad!

I was in trouble the moment I got off the interstate.

Traffic is bad on a normal day, but this was insane.

It took about 30 minutes to get into the parking lot, let alone find a parking spot.

Once we got inside it wasn’t any better.

I have never seen so many people in one place in my life.

People were packed into stores like sardines in a can.

You could hardly move.

It didn’t take long for my daughter to decide this wasn't fun.

The lady at one of the checkouts told us it was taking 2 hours to get out of the parking lot.

I have ADD and after a few cups of Starbucks coffee there was no way I could spend that much time stuck in traffic.

After traveling 15 feet in 10 minutes I started freaking out.

My daughter was getting fidgety and asking how long this was going to take.

All the mall traffic had to merge into one lane to get to the main road.

The main road looked like a ghost town because of the bottleneck from the mall.

So I did what any super dad driving a 4,317 pound 4 wheel drive SUV that can seat 7 people would do.

I asked my daughter if she remembered the Phineas and Ferb episode of Truck Driving Girl where they jumped the curb and drove across everything.

She said yes and I told her to hold on!

I turned the wheel hard to the side and drove up to the curb.

Before she knew what I was doing I gave it some gas and the front tires climbed over the curb and then the back wheels.

All you could hear inside the car was my daughter laughing at me.

I gunned it and we started driving across the grass at the mall to freedom. I slowed down as we jumped off the curb and hit the main road.

Behind me I could see people stuck in their cars pointing and one truck trying to follow me.

When my wife heard what I did she wanted to know what would have happened if I got stuck.

I told her if I owned a 4x4 that could not make it across the grass at the mall I would have slapped a “For Sale” sign on it.

So going out on Black Friday wasn’t on my list of things to do.

But my son who was home from college wanted to get out the house and my wife and daughter were shopping.

So I bit the bullet and ended up back at the same mall with my son.

Traffic was bad, but it was manageable.

In celebration of not having to jump the curb at the mall I decided to extend the Black Friday sales to Cyber Monday!

Your are going to get $367 off the MBA Accelerator Community!

That makes the price not the normal $564but just $197!

Once you have access to the community you will be able to:

Use Google and Facebook to sell more of your products and services this year.

  • I had zero intentions of going out on Black Friday because of what happened to me 3 years ago.
  • Learn how to leapfrog your competition with a proven growth plan for every stage of your business.
  • Get access ?to me and an entire team of like-minded entrepreneurs in a closed community.
  • Together we can help you take action, keep you motivated and moving forward while avoiding Bright Shiny Objects.
  • You’ll get access to every new MBA course for the next 12 months.

Best of all, you don’t have to feel alone in your business again!

This deal isn’t going to be open for very long so lock in your charter member discount today.

Talk soon,
Charles Kirkland

PS – I have never given this much of a crazy discount before. This is the lowest you’ll ever see this. Because I want to give back to my online family I’ve made this course affordable for everybody. Get it now!

Nov 23

Day before Thanksgiving

By charles kirkland | Contextual Advertising

As a kid I loved the holidays.

I grew up with a very big family and nobody would dare miss Thanksgiving and Christmas at my grandmother’s house.

My grandmother would cook for days getting ready for it, and I would sample everything that came out of the oven. The house would be filled with so many wonderful aromas it was overwhelming.

Fresh baked bread, stuffing, fried chicken, fish, oven roasted turkey, sweet potato casserole...I’m getting hungry now just thinking about it.

She would create a buffet fit for a king and it lasted from lunch until dinner. Then she would pack up leftovers and send them home with the everybody.

Each year I asked my grandmother what she wanted for Christmas, and she always gave me the same answer.

Health for her and the family

Good times with her family and friends making new memories

To be above ground just one more year

Peace of mind to know what the future would hold

None of those things could be bought with money, and as a kid I couldn't understand why she didn’t want more physical things.

I certainly did.

I would create a wishlist a mile long.

But as I have matured I still reflect on her wisdom and appreciate it more and more.

As for health, skip my advice. I’m waiting on results from my blood test last week.

My advice for good times is to know that any day could be your last. Make the most of every second. Overlook the little things and tell someone you love them today. I guarantee it will make somebody's day.

Every day above ground is a good day. And when I’m not, it's still going to be a great day. You have to live every day with happiness, joy and a passion for life. Be truly thankful for what you have.

It's never about what you own, it's about the love you give and receive in return that counts.

As far as peace of mind, I can help you in that department. Let’s face it. The world of online marketing and paid media changes so fast it's crazy.

That's why I want to invite you to become a member of the MBA where you can keep up with all the changes.

In fact, you’ll often be ahead of the curve so you can position yourself to take advantage of changes while everybody else is running in circles screaming the sky is falling.

If you want to get the MBA advantage, click here to claim your $4.97 trial today.

This $4.97 trial is part of a limited test I’m running so don’t delay because I might pull this offer at any time.

Sep 10

Your FaceBook ads aren’t enough

By charles kirkland | Adwords , blog , Contextual Advertising

If you are using FaceBook ads only, you’re missing a large percentage of sales.

Yes, I just said it.

Allocate some of your ad budget to using outside remarketing to catch low-hanging fruit.

It’s Saturday morning so let’s keep the math simple.

If you are spending $1,000 per day to make 9 sales at $100 each, you’re losing money.

Now let’s go from losing money to making a profit in 30 minutes of time.

You need to allocate some of your budget to Google remarketing with text and display ads to target people who went to your shopping cart but didn’t checkout.

Since the typical shopping cart abandonment rate for online retailers varies between 60% and 80%, with an average of 67.91% it wouldn’t take long for you to see a positive ROI.

So on average 7 people out of 10 people never checkout. They leave with stuff still in their cart.

Here are some ideas to get people to come back and finish their purchase.

Offer free shipping.
Give a 5% discount.
Remind them they didn’t checkout.
Tell them you can only hold items in the cart for 24 hours.
Offer a bonus.

That is the 2nd best low-hanging fruit you will ever have.

If that’s the 2nd best, what is the best?

I’m glad you asked.

If you want to harvest the lowest hanging fruit, remarket to buyers who didn’t upgrade in the funnel and to past buyers.

This can be done with Google, Twitter, Pinterest, Bing and FaceBook.

Can you see the impact you can make to the bottom line?

Take some of your marketing budget and spend it on people who didn’t complete the checkout.

These evergreen campaigns take less then 30 minutes to set up in Google, and it’s done.

Plus, you can take it a step further with an abandoned cart email sequence depending on the email system you are using.

Or create an email sequence for people who tried to checkout but had a declined credit card.

But let’s save that for another day.

Now take some time this weekend and create an evergreen cart abandonment campaign, and let me know the results.

If you need help with setting up an evergreen cart abandonment campaign, let me know.

Feb 17

Overview Of More Types of Campaigns

By charles kirkland | blog , Contextual Advertising

After setting up your AdWords account there are a number of Campaigns that you would like to consider and make out. Here are the list of Campaigns that you can consider and make them according to your needs.

NOTE: There is no option in AdWords to create these campaigns. You have make these on your own that is do keyword research, make tightly themed adgroups and make relevant ads.

1. Specific Campaigns

These are the campaigns that target those keywords which are strictly targeted to the services of the client. In these types of campaigns, we strictly remain close to the theme and do not go far off track. The budget is kept tight over here and the Campaign remains under control.

2. Brand Campaign

Band Campaigns help you built up ads for your brand name. We need a brand name since other competitors can use our brand name as a keyword and show up their ads on our brand keyword which will further help them capture the prospects which were searching for your brand name.



As you can see in the screenshot, when we search for GoDaddy we see ads for BigRock which is their competitor. Hence, to save your prospective leads, you have to create a brand campaign. Also the Quality score (we will talk about this in a later checklist) for your brand campaign will remain pretty high.

3. Competitor Campaign

Bidding on competitor keywords and showing your ads on their keywords will help you capture their prospects. This campaign is just the opposite of the brand campaign. We have the authority to bid on any keyword or any trademark, but the only constraint here is that we cannot include the competitor’s name or a trademark in our ads.

NOTE: The campaigns that we will talk about from now on are an option in Google AdWords. You can choose them and work on them.

4. Mobile App Install

This campaign helps you increase your app downloads with ads by sending people directly to the app store link to download your app. You can promote both Apple App Store and Google Play Store apps using this feature.


To start making a Mobile app install Campaign, you need to click on the +CAMPAIGN button and then select Search Network Only from the drop down menu.


After clicking on +Campaign, you will see something like what is shown in the screenshot. Enter the name of the Campaign. After that you need to click on the Mobile App Installs radio button to make a Mobile app installs campaign.


The next step is to give the name of the app that you wish to promote. Click on Select app and then click on Add a new app. After clicking on Add a new app, you will see a dialogue box which is exactly as shown in the above right side screenshot. Here you need to select whether the app is from Apple App Store or from Google Play, then you need to type in the name of the app, click the lookup button and then select your app.

The rest of the setting options remain the same as discussed in the Account-Checklist doc except for the Bid Strategy.


  • Target CPA : Here you can specify how much money you can spend for one install that is cost per acquisition.
  • Target return on Ad Spend: Here you can tell Google that how much return you want from the ad spend.
  • Target search page location: Here the bids are set automatically to place your bid on the top or on the first page whichever you choose.
  • Maximize Clicks: Here you can specify a Maximum bid limit and Google will automatically place the bid(lower than the Maximum bid
  • limit) and will try to fetch you the maximum clicks.
  • Manual CPC: The same model that we use in Search network where you specify a maximum bid for a single click.

After completing all the necessary steps, when you click on Save and Continue, you will be redirected to a page where you can create AdGroups, ads and add keywords just as we did in the Accounts-Checklist.doc.

5. Mobile App Engagement

This campaign will help you re-engage people who use your app with ads that deep link to specific screens within your mobile app. The campaign settings are the same as “Mobile App Installs”. More information about this campaign type can be found here: Mobile App Engagement.

6. Dynamic Search Ads

If you or your client has a website that has a lot of content, perhaps thousands of pages, and you don’t know how to setup their AdWords account, then Dynamic Search Ads (DSA) is there to rescue you. DSA Campaigns work best if you a.) own an eCommerce store, or b.) sell seasonal product lines and have a lot of pages.

Following are the benefits of using DSA campaign:

  1. Saves a lot of time.
  2. Automatic ad creation.
  3. You can tap additional markets.

In DSA instead of keywords, Google uses the content of your pages to target searches. You can choose whether all pages or just specific sections should be used to target your ads by creating Dynamic Ad targets. Dynamic Ad targets can be your whole website or specific sections, such as the following:

  • Pages belonging to specific categories
  • Pages with titles containing certain words
  • Pages with URLs containing certain strings of text
  • Pages containing certain words

Now lets go through the setup process:


Login to your AdWords account and click on the Campaigns Tab. Next, click on +Campaign and select “Search Only”.


On the next page, enter your campaign name and check the “Dynamic Search Ads” radio button.


Scroll down to advanced settings and under Dynamic Search Ads, put in your website name and select the language of the pages of your website. If your website is multilingual, then it is advisable to create separate campaigns for each language. Click on Save & Continue and you will then be redirected to the page where you have to create ad groups for the campaign.


On this page, you have to enter the name of the Ad group. After that, you have to create an ad. In this ad you cannot add a Headline or the Destination URL since it is automatically added by Google. They take into consideration the query searched by a user and the website pages scanned.


Next, you will see a checkbox under Auto targets. Check this box if you want to show ads when a user searches for terms related to any of your webpages. We don’t recommend it, but if yours is a small website which is tightly themed, then this option will work quite well for you. Next, enter in your Default Max. bid for this Ad group.



If you have not checked the button on the previous page, then you will need to add your specific pages for which you want to run ads. Click on +Dynamic Ad Target button under the Auto Targets tab.



Click on the second radio button on the dialogue box that appears. Below the radio buttons, there is a drop down menu which has 4 values:  “CATEGORY”, ”URL”, ”PAGE_TITLE” and ”PAGE_CONTENT”. You can use these values to choose which pages you want to add in this adgroup. For example, if you wish to promote just Red Nike Shoes, you can select PAGE_CONTENT and in the text box put a string which is common in all of the Red Nike Shoes pages. Similar is the case with the other values.


If you want create more ads for the adgroup you can click on the +AD under the Ads tab and create new ads for your adgroup.

7. Call-Only Campaigns


Call-Only campaigns are focused on devices through which calls can be made. It allows you to include your phone number in the ad on which the prospects can click and give you a call. This feature has recently been introduced and is being used widely by many advertisers.

You can take a look at the screenshot to know what a call-only ad looks like. As you see, it has just the phone number, DL1, DL2 and a Display URL.



These are the parameters of a Call-Only ad. The character limits for your Business Name is 25, whereas the character limits for DL1 and DL2 remain the same at 35.


To make a Call-Only campaign, Click on +Campaign under the Campaigns tab and select “Search Network Only” from the drop down menu.


On the next screen, after entering the campaign name, put a check on the Call-only radio button after entering all of the other information on the setting page, which are same as all of the other campaigns. You are now ready to launch a Call-only Campaign.

Every other thing is similar to other campaigns, which are explained above except for the ad format. Below is the screenshot for the ad format of a call-only campaign:


We hope that you are now familiar with all of the ad parameters here. For a verification URL, you can put in the website link. If you want to track phone calls, you can use the Google call forwarding number which will tell you exactly for how many minutes the call lasted and other parameters. Otherwise, you can just click on the “My own phone number” if you want to track the calls on your own.

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Oct 16

Media Buyer Guide To A Successful Paid Traffic Business

By charles kirkland | Adwords , blog , Contextual Advertising , FaceBook

Media Buyer Guide To A Successful Paid Traffic Business

Yesterday I really screwed up big time, and it’s all my fault.

In Ontraport you have to select the from name before you can send a broadcast. I have multiple businesses in 1 Ontraport account and I forgot to select my name.

So when the email went out it had the from name as “On Behalf Of owner” which is super creepy.

Because I don’t want you to think I’ve gone off the deep end I want to give you access to one of my paid products to make up for the email screw up.

It’s called “What Does It Take to Have a Successful Paid Traffic Business” and it walks you through what you need to know in order to scale your traffic.

Just ignore the part where I tell you that you made an excellent purchase.

I’m not charging you for this.