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Blitz Ezine #255 November 1st, 2005

Paid search funnel and customer service.

The Blitz-Promotions News Letter
Issue no. 255, November 1st, 2005

Blitz Comments

This is a day late - for some reason our newsletter provider was down yesterday.

We hope you and your family have a wonderful Thanksgiving.

If you are thinking about sending something to troops overseas for the holidays - the deadline for sending that package is Nov. 12th. If you don't know anyone you can still help, each of the following sites has some ways you can help.

We offer daily promotion items in our blog, which you can find at the following link -

Our next issue will be on Dec 6th.

In this Issue

- Great Leads - the paid sales funnel
- I'm the Customer

Food for thought

John Fitzgerald Kennedy: "As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them."

Great Leads --
The Paid Search Sales Funnel

I wish there was one rule for paid search return on investment
(ROI), but there are so many business types, strategies and plans
out there that it is hard to justify a general benchmark.

One thing I have found very eye opening though is to track ROI
down to the keyword level. For every conversion, we want to know
exactly which keyword, campaign, and ad group caused it, and
whether it came from the Google site, search network, or content

All you need to implement this is a good web stats software and
special tracking urls.

I have one free generator tool that covers some basic stuff up at: that can get you
started and I also have an article that tells you how to make them yourself

You will find some keywords bring about a lot more conversions
than others.

In the beginning if you are having real ROI problems you can just
put more emphasis on the keywords that are bringing you the best
results, and once you have an ROI that is acceptable, you can
bring other keywords in, and test different sales copy on your
landing page, or split test different landing pages.

There's lots of ways to tweak ROI but usually what I do is:

1) Make sure you have tracking for everything and use it

2) Plug the leaks- dump the keywords that bring no conversions
over a long period of time, like 90 days or so.

3) Next, try some different landing page copy, and look for changes
either up or down with your stats. Hire a real professional
copywriter here, don't be cheap.

4) While monitoring your webstats on every change, tweak the
design of your web site.
If you aren't sure what to do, leave the website alone and just
change the copy.

5) Often this is enough to double your ROI, but there is one other
thing you can do depending on your business. This has often been
described as a "sales funnel".


Any business has to attract new customers somehow, get them
excited, and get them to buy, to be crude about it. The bigger the
dollar amount you are asking people to spend, the more work you
have to do to get them into the buying mood. For a lot of
businesses, just getting them to be able to call a salesperson is a
huge step. So whatever your business is, break your sales process
down into the following actions as appropriate:

1)Newsletter signup
2)Free download (You DO have something people can download
free right?)
3)Leads with presales questions
4)Qualified leads either by a qualifyer or salesperson
5)Phone calls completed
7)Closed Deals

Again this is hard to generalize like this, because if you had a
simple site that sold CD's, you would not need to hire salespeople
to close a 14 dollar sale, but the key here is to look at each step of
the sales process and your website and look at the actual cost and
efficiency of each part.

Now here is where the sales funnel comes in: Your website should
get people to respond enough to get you newsletter signups and
freebie seekers, but the key thing you need to know is what your
average percentages are for conversion of each part to the next
level, and how much it costs you.

Sometimes you want as many people responding as possible, so
you offer something free, a free download, a free white paper, a
free shareware, whatever the case may be.

If this gets you so many unqualified leads that it is wasting the
time of your salespeople you fine tune your Adwords campaign and
your website to get less quantity, but higher quality, and even to
the point of putting the price in your Adwords ads themselves.

This makes far less people click, but prequalifies that they are more
serious buyers, and your conversion ratio and ROI will be higher.
So the point here is you can have a big funnel at one end, getting
smaller as you go, or you can start with a smaller funnel and make
it efficient. And each step in the funnel can be tweaked according
to your business, if you can figure out what each of those numbers
are on average.

Its another way to look at ROI than most people do, but having
owned many businesses, I have found that if you can take things
and break them down into parts you can fix the part that actually
may have a problem, and leave the parts that actually are working,
so you don't end up throwing out the baby with the bathwater on

Well, there's my 2 cents.

Steve Blom

I'm the Customer

Have you ever gone into a store and wasn't able to find anyone to help you? If you walk into some your major discount chains, you might see something that is of interest, but trying to get information about the product however, is almost impossible sometimes.

While you might save a few bucks by purchasing from these chains, is it worth the risk to buy something that may not meet your needs? If you are frustrated with their approach to doing business, it can even be worse in the online arena.

It seems that some entrepreneurs either don't know how, or don't care if they are responsive to their customers needs. Well folks, I got news. I'm the customer, and if you want me to buy from you, you had better give me the courtesy and attention needed to get my business.

How many times have you sent an email to someone requesting more information and never gotten an answer? This is simply being unresponsive. This would be like a salesperson in a "brick and mortar" store walking away and ignoring you if asked a question.

If you are going to succeed in an online business, you must be responsive to your customers and there needs. A timely response to emails is critical. Many people use auto-responders and send a reply immediately. This is fine if the response that is sent answers the question. But even if it doesn't, you have shown that you are responsive with your immediate reply. You must however get back to them in a reasonable time.

While I like a waiting time of no more than 24 hours, realistically it could be longer. If it will be longer, let them know that with your auto-response. If you say it will be two days, and get back with the answer sooner, all the better.

But many times you can either eliminate the need to respond, or reduce it significantly by trying to answer questions before they are even asked. Your web site is the perfect place to do this. People trying to make a decision to purchase from you want information on what you are selling.

This is one case where brevity is not the best approach. Your ads should be brief, or they won't be read. Your web site however is another story (no pun intended) - here is where you want to give as complete information as possible.

If you try to answer all the questions people might have up front, two things happen. First, they are not going to send you an email which takes up your time to answer. Second, and more importantly, you are not giving them a chance to "cool off". They are in the mood to buy now, and if they have to wait for a few days to get the information they want, they may rethink their decision and not buy.

One of the best ways is to have a FAQ (Frequently Asked Questions) page on your web site. Here you can list customer questions you received in the past, and your answers. If someone has a question, the odds are others will as well, but are just not asking them - did I mention they are probably also not buying.

Do you have a guest book? If you capture nothing else, you should try to get their email address and first name. If they fill it out, have an auto-responder, which thanks them for their note. Then, add them to your mailing list. This is one of the surest ways to keep in contact with them. People will sometimes buy months or even years later if you keep in touch.

Many people, while they are interested in your product or service, are simply not ready to buy. There are "tight" times of the year when the finances of some are limited. Buying new school outfits at the start of the school year; recovering from an over generous holiday season; can all add to a cash shortage. Above all, you should be patient.

Like you want to be treated properly because it is your money you are spending, and you are the customer, have the same concern for your potential clients. It boils down to common courtesy, and if you want my business, remember - I'm the Customer.


Did you know that subscribers to Bob Osgoodby's Free Ezine the "Tip of the Day" get a Free Ad for their Business at his Web Site? Great Business and Computer Tips - Monday. Wednesday. And Friday. Instructions on how to place an ad are in the Newsletter. Subscribe at:

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Our next issue will be December 6th.

Final Thoughts

We wish you and your family a wonderful and safe Thanksgiving.

Tim and Lisa Hamblin
Tisa Enterprises
PO Box 221
Hazard KY 41702

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