Andrew and Daryl Grant – Final Step To Build eBook Website
Step six—Monitor and fine-tune to maximize results
Activate your sales campaign by going to Google adwords and reactivating your ads. The campaign is generally up and running in under 30 minutes. You can check that it’s working by doing a Google search on one of your key words, and clicking on the ad. It should go straight to your home page with your sales letter.
Every day for the first few weeks (or until the campaign is consistently profitable) you need to monitor two things:
- Number of sales—You can check how many books you are selling by logging onto Clickbank and looking at the Daily Sales graph. You generally expect about a 1 % buy rate, that is, for every 100 people that click on your site, you should be selling 1-2 books. If you are selling less than this, you may need to:
- Make some changes to your sales letter
- Increase your advertising budget, as your ad may be stopped (if it hits your budget) before your market is “awake”.
If you are making changes, it’s important to change only one thing at a time, so you can see what’s working.
You will also need to monitor the number of refunds. This is also done via Clickbank.
- Effectiveness of your advertising—You can monitor this on Google adwords. The things you need to watch and improve on are:
- Number of impressions—this is the number of people who see your ad. You can increase this by adding more key words. You will also find that the number builds up naturally over time as other people pick up your ad and place it on their own websites.
- Number of clicks—this is the number of people who’ve seen your ad and clicked on it. You are aiming for a few hundred clicks a day, but the more the better. You can improve this by adding more key words.
- Click through rate—this is the proportion of people who see your ad, who actually click on it. You can increase this by changing the wording of your ads, or deleting the ads that are not performing well. You can also increase the price per click, which will put your ad further up the list. You should be aiming for about 5% on your top key words.
- Conversion rate—this is the proportion of people who click on your ad, who actually buy the product. This will also tell you how much it costs you in advertising to get each sale. Expect it to cost about $8-$10 per book, for a $27 e-book.
If you have put a “contact us” button on the home page, you will also have to reply to email questions and comments regularly.
We found that Perry Marshall’s “Definitive Guide to Google Adwords” improved our income enormously. Go to www.PerryMarshall.com for his manual.
Don’t forget to have a look at this link if you are interested in building either a ebook or membership site business. This is what we have been using and found it truly fabulous
http://www.ourinternetsecrets.com/2009/lookinside/opt2.html
I hope you have enjoyed this series on building a ebook website and it has inspired you to have a go. It is never easy but can be very rewarding.
Until next time
Julie
Andrew and Daryl Grant, ebooks, internet businesses, online business
