ProLine Sports, Nutrition Blog

Google Stupidity Tax advice from Perry Marshall

I have a great time reading the emails I get from these guys. Unfortunately, for us to implement any of his ideas (and many of them are great) we're going to have to start hiring. Anyway, I wanted to share this one email specifically because he touches on the reason why there are so many love hate relationships with Google.

We're talking AdWords here, but the issue runs wide and deep through all Google departments. just imagine if all businesses managed 100% of customer relations the way Google does.

I know if we did we'd likely be out of business right now. Thanks Perry and keep the emails coming!

"I was speaking at a seminar Friday & a guy came up to me. He said, "I've been following you for a long long time, love your stuff. Can I ask you some questions about Google?"

Sure thing. First Question:

"Google just sent me this letter, offering to have their staff help me optimize my account. Should I do it?"

First Answer:

"ABSOLUTELY POSITIVELY NEVER UNDER ANY CIRCUMSTANCES LET GOOGLE EMPLOYEES 'OPTIMIZE' YOUR ACCOUNT. An angry mob of gangbangers in your front yard with 134 cans of spray paint would do less damage than a Google staff member "improving" your $5,000 AdWords campaign."

He explains how he manages campaigns for a bunch of different local businesses. I assume he's familiar with all the basic stuff I teach...

Second Question:

"My customers' campaigns are all local and they get tiny trickles of traffic so it really doesn't make sense for me to test ads since it would take me months to get a result."

Second Answer:

"It ALWAYS makes sense to test your ads. If it takes 3 months to get an answer it's way better than never asking the question in the first place."

I'm beginning to realize he's never read my Definitive Guide. Or if he has, he hasn't *really* read it. I'm reminded there are LOTS of people like this.

So he signs up for Renaissance Club which gets him a Definitive Guide and gains him access to my breakout Q&A session. In that session he opens up his account.

Dang, there's all kinds of things he's doing wrong...

-Every single keyword is broad match
-No split testing
-Ugly display URL's are murdering his Click Thru Rate
-Bad copy in his ads

And that's just the tip of the iceberg. Poor guy, he's paying TONS of stupidity tax to Google.

If he read through my Definitive Guide and took some basic notes, he would 3X his performance with 2 hours of edits. That's $1,000 per hour work if there ever was such a thing.

I certainly hope he does make those changes & I'm sure he will.

Meanwhile I've got a question for you:

How much stupidity tax are YOU paying Google??? Does it feel like they've got a needle in your veins and they're sucking all the blood they want?

Are you feeling woozy yet?

Google LOVES it when you pay stupidity tax. More free lunches in Larry & Sergey's 5-Star-Chef Cafeteria, thank you very much. Plus you can't find Google's phone number and they answer your emails with mindless reps in India who paste canned replies. So if your campaigns crash and burn or get shut down, you never get a straight answer as to why.

(Sad as that is, the day Google's customer service improves is the day I sell off my Google stock. When you're #1 in the world you can treat people like cattle and get away with it.)

Google's job is to THIN THE HERD. My job is to FATTEN THE HERD. (My herd.)

Google will NOT help you squeeze the most juice out of the orange. It's not their job.

Their job is to squeeze the most juice out of YOU.

Sorry the most appropriate analogies here are agriculture and farm animals. Fact is, either Google is the farm animal or you are. And in the end, you're the one who decides who's getting milked.

So allow me to throw down a 2 hour challenge:

--> Regardless of your level of AdWords proficiency, open your Google account, page through the 2010 Definitive Guide to Google AdWords and start implementing. Make it your exclusive focus for 2 hours.

--> If your investment doesn't return to you in 1-2 weeks through cost savings or increased sales, let us know and we'll give you a full and courteous refund.

Get the 2010 Definitive Guide here:

http://www.perrymarshall.com/adwords/

Perry Marshall

Perry S. Marshall & Assoc
159 N. Marion Street #295
Oak Park, IL 60301
United States
(312) 458-9102

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