Perry Marshall – Right Side Wipeout

The Real Lessons from the Wipeout And Your Brief Window of Opportunity to Crush Your Competition

Lesson 1: The Info You Need to Succeed is Now INVISIBLE

About 2 years into teaching Google AdWords, the world started to catch on. It was a hot topic in the geeky internet marketing ecosystem.

I had it figured out. I had lots of customers who figured it out.

So, I was scheduled to speak at Ken McCarthy’s System Seminar…and I was struggling to come up with something new to deliver.

“What is there left that most people don’t already know?”

Then I found it. I called it the “Wildcard Technique.”

Back then, if you type in, for example “weight loss” followed by a string of garbage characters.

Weight loss 7sGYH4OLnmraomfsl

It invoked ‘broad match’. And the advertisers who didn’t have good CTR on broad match would disappear from the search results page. Poof!

If you got, say, 11 results with a normal search, you’d get only 3 or 4 with this garbage or “wildcard” search. And those would typically be the ones getting the best CTR.

So, I got up in front of the audience and said, “Want to know who is getting the best CTR in your market?”

Then I showed them the technique.

Ooohs and ahhhhs and hosannas from the masses.

A few guys came up to me and said, “I just paid for my whole trip with that one technique.”
Nice ego stroke for Mr. Marshall.

But the point of this story?

It doesn’t work anymore.

That kind of transparency is gone.

The information you need to succeed is no longer available from the Google search page…or even from inside your Google AdWords account.

If you want to be successful with Google AdWords…the information you need can no longer be obtained from inside Google AdWords.

The information you need to succeed in PPC 2.0 is invisible.

And the Bridges Brothers and I will show you how to fire up your infrared goggles and your x-ray scopes to find it this invisible information.

Not only is it invisible…but you must create the ecosystem in which will allow you to find it!

We’ll show you how to build these ecosystems…and here’s where it gets really juicy…

Once you build these x-ray ecosystems, ONLY YOU WILL KNOW ABOUT THEM.

Your competition will be literally kept in the dark about how you’re eating their lunch every day.

You’ll have constructed invisible and impassible moats around your castle.

Warning: This window of opportunity will not be open forever. The wild, wild west of Google AdWords back…but it won’t last long.

Here’s What it Feels Like When You Build These Invisible Ecosystems…

The other day I woke up and popped out of bed thinking, “I can’t wait to check my stats!”

It’s a fun time in PPC again. I haven’t felt this way in a while. Feels like 2005 again.

Using these PPC 2.0 strategies, I’ve lowered my cost per click from $1.5 to 37 cents in one market.

And let me tell you, going from upside down to right side changes your whole outlook, mood and creativity. Suddenly you can do all these things you couldn’t do before.

Things your competition cannot afford to do.

You get momentum, baby. Nothing beats momentum. You go from victory to victory while your competition can’t even figure out what you’re doing.

You move into a phase of deliberate and strategic evolution.

And that’s way more fun than choking on flood water.

How do you know if you have PPC 1.0 disease?

Things are going wrong you can’t figure out why.

It’s all about invisible ecosystems.

Let’s get cracking on building yours so you look forward to checking your stats everyday too.

Lesson 2: When the Rules Change You Must Master the New Rules Fast

After the Right Side Wipeout hit I got some emotional emails. Marketers venting, “How could they do this? There’s no way I can raise my bid prices high enough to appear on the first page! I’m doomed!” And such gnashing of teeth that was heard oceans away.

I empathize with these marketers. I do not sympathize.

Because, jacking up your bid price is the Neanderthal way to penetrate a market.

Sure, if you are the guy or gal who can outspend all others, you can become the 800- pound gorilla.

But that is not the only way. And certainly not the smartest or most profitable way.

Imagine this:

Getting more of your ideal customers affordably is like penetrating a granite fortress on a day where a thick fog shrouds everything and you literally cannot see 3 feet in front of you.

Yes, you can sit there and fire cannon shots into the mist, hoping that one eventually pounds through the mortar.

You hope that if it does get through, you are actually able to somehow know it got through, considering you can’t see a single thing.

Or you could shine some other kind of light at some other frequency, like night goggles, clearly seeing that if you stand on a 20-foot scaffolding and fire your gun at the perfect angle, you take out the castle’s entire electrical system in one shot.

Not only that, there are 40 other angles that could work as well. If you just knew where the general was sleeping, a raven could drop a hand grenade down his chimney and it would all be over. There’s also a window where you can see the king’s chair and a round of bullets would take him out in 12 seconds.

In every market there are MANY avenues in.

They just happen to be invisible to you, given the regular tools that everybody has.

(If you’re still tracking the way we did back in the olden days, you’re doomed. The Bridges Boys and I will show you what to track to move into PPC 2.0)

It might “officially” cost $100 to acquire a customer with brute force, but you can still get ’em for $40 if you use finesse.

The rules have changed. It’s time to master the new ones.

Upset that you have to adapt and keep your head on a swivel and evolve and grow?

Hey, that’s business, baby.

Yes, mourn your losses. Weep for the victims. Cry into your beer for a night.

But when you’re done grieving (and you better wrap it up soon), join the Bridges Brothers and I and find out how to win on the new battlefield.

Lesson 3: Time to Nut Up and Stop Being Foolishly Positive

The Bridges brothers and I have been through the wars (see more below).

And this right side wipeout doesn’t seem all the earth-ending to those of us who have taken our share of punches to the solar plexus.

It’s just time to suck it up, sharpen your weapons, and do battle again.

Here’s are a couple of things you have to accept if you want to move from the kiddie table to the grown up table…

PPC is now multichannel. Deal with it. You can be greatest Google AdWords expert in world but if you only know AdWords, you’re going to miss 2/3 of traffic that you should be getting…follow the Bridges’ advice and you’ll get that 2/3 back.
The days of the one-man show are over. You’ll almost certainly have to hire people to get this done properly. Deal with it. Go to Marketers247.com if you need good help.

Remember Admiral James Stockdale? He was Ross Perot’s Vice Presidential candidate in the US 1992 presidential election.

He didn’t fare so well as a VP candidate, but he was quite an impressive military man. He was former president of the Naval War College and was the highest ranking officer in the dreaded “Hanoi Hilton” in Viet Nam.

He spent eight years in Hanoi and was tortured numerous times by his captors.

Mr. Thomas Barnett relates:

“Stockdale tells the story of the optimists who never survived their time in Hanoi, simply because they clung far too much to their dreams of release and in doing so couldn’t handle the brutal realities of what it took to survive the day to day.

“So instead of dealing with the here and now realistically, they tended to cling to the hope that they’d be home by whatever the next holiday was, and when that day came and went, their spirit would be diminished by that measure.

“Over time, they died because their spirit was extinguished by reality.”

Stockdale’s explains his “paradox” this way:

“You must never confuse faith that you will prevail in the end (which you can never afford to lose) with the discipline to confront the most brutal facts of your current reality, whatever they might be.”

Stockdale was really describing the flagrant abuse of ‘positive thinking.’

And you know what? A lot of entrepreneurs are really just too optimistic. Worse yet, the business opportunity pitchmen exploit this and sell ridiculously unrealistic plans to starry-eyed people.

What a shame.

Then people flip to the other side, which is the CNN version of the world: Everything is hopeless. All you can do is talk your doctor into putting you on prescription drugs.

Both extremes are recipes for crash and burn.

I seriously doubt this Right Side Wipeout was as dreadful as the Hanoi Hilton! Still, nothing can be worse for you than to walk into battle with a plastic sword and helmet, and then get cut down with tanks and machine guns.

You wanna survive… then thrive?

Here are some wise precautions that will prepare you for adversity and ensure your success:

Assume that vendors will be slower than they promise – and that you may have to stand on their heads to get things done (not that you should accept this if it’s going on though!)
Assume click prices and advertising rates are going to go UP, not down
Assume Google’s gonna slap you sooner or later, even if you’ve got the most righteous product on God’s green earth
Assume your best source of customers could dry up with no advance notice
Assume the buying cycle is longer than you think it is, not shorter
Assume it’s gonna get harder to raise capital, not easier
Assume some unforeseen problem, like a product defect, legal challenge or financial setback may pop up
Assume your top 3 plans might not work out, so have #4 and #5 in place too

Once you’ve assumed all that and planned for it – NOW you can look forward to great success, knowing that you’ve anticipated virtually every obstacle and can make it through.

It’s always been my approach to tell people like it is, so they understand what’s ahead of them… then work with people who are not going to die of a broken heart with the 4th of July comes and goes and they’re not out of Hanoi just yet.

I’ve probably lost lots of sales because of this approach. People don’t like to hear that things might require work and a hard-nosed approach to looking reality straight in the eye.

But the liberating thing about this is, people who are prepared for tough sledding will make it. You will revel in your victory when it does come. With the right overall strategy, victory can be almost inevitable.

On March 14th we’ll dig in and get you that victory…if you’re on board!

Lesson 4: You Better Be Listening to the Right Coaches

When the battle turns into a war, you can’t be following 3 or 4 generals.

That’s chaos. That ends in smoking villages and bombed-out buildings.

Find one traffic general and go deep. I wrote the book on Google AdWords and Facebook advertising. And I’m committed to bringing you the best traffic experts in all of internet marketing…

Meet the Bridges Brothers

Long-time Planet Perry experts, the Bridges brothers manage ad spend of over Half a Million Dollars per DAY, in a variety of industries…

real estate rental
real estate property
mortgage
automotive
B to B
healthcare
e-Commerce
consumer products
religious products
lead generation

And many more.

These guys are not tinkerers in a quirky industry who have found “one weird trick” that makes the bell ring in some sub-sub-niche that can’t be applied anywhere else.

No, these guys have maybe the broadest perspective on Google AdWords and how to get it to work in the “Post-Right Side” era than anyone in Planet Perry.

And they cut their teeth in the real estate industry…they taught in that knuckle-bloodying, gut-punching industry for quite a while. So, they understand sales. They understand why prospects buy, how they buy, when they buy.

They understand business because they have taken their share of boot heels to the teeth.

I’ve always said, “Never trust a coach who doesn’t have the scars from learning on his own dime. Make him roll up his sleeves and show you the raised skin. Make him tell you the story that goes with each of those flesh pictures.”

The Bridges have the scars and the stories and the ribbons of valor.

Plus, they are a bundle of energy and positivity. This will be a fun, jam-packed, eye-popping series.

Lesson 5: As Always, it’s 80/20

80/20 is always playing out. For AdWords, the Right Side Wipeout is just the latest iteration of 80/20 rolling through the system.

If you were caught on the wrong wide of 80/20 your right side ads just got flushed away.

If you were on the correct side, your ads are now even more powerful and profitable than they were before.

That’s 80/20.

At Planet Perry we’ll keep you on the right side…even when the right side gets washed away.

Get back on the correct side and dominate this year.

What You Get in Right Side Wipeout Survival Guide…

4 Sessions with me and Jamey & Joey Bridges

Webinar 1 – Right Side Wipeout Impact & Analysis
Monday, March 14, 3PM Eastern

Why Google’s performance data predicted this was going to happen and how to see it coming next time
What the future holds for increases in CPC – they had been rising at 5%-6% annually…now what will happen?
What this shift means for mobile advertising
Why you need to look super close at where have your conversions been coming from
Why most businesses don’t consistently evaluate elements that contribute to conversion…and why it will kill them
What this shift means for keyword analysis
Bidding strategies for the brave new world of “left side only”
How to harvest the low-hanging fruit in your account

Webinar 2 – Account Structure: The New Rules of Operation for the Brave New World
Monday, March 21, 3PM Eastern

What this means for your overall campaign structure
Why account structures have changed over the last 18 months and why the impact is bigger now
Branded Campaigns and Unbranded?
What’s the big win in the right side wipeout?
What we learned from Doubleclick that could save your bacon
More advanced bidding strategies for the new world

Webinar 3 – Account Features for Market Domination
Monday, March 28, 3PM Eastern

Why account features are key to incremental gains in the new world
How most are not capitalizing on necessary features…and leaving piles of cash on the table
Why implementing the right account features is now more essential with fewer positions
Extensions have traditionally only been available for top spots…now there are only top spots
How to maximizing your budget for optimal conversions
How to identify your most profitable conversions
Smart strategies for implementing extensions

Webinar 4 – Day-to-Day and Month-to-Month Management Strategies for the New World
Monday, April 4, 3PM Eastern

What to review daily, weekly and monthly
The smart way to review ad position for top performing ads
How to review conversions
Why you must review impression share for top keywords
The importance of sitelink performance
What to look for in SQR report
And much more

Fast Action Bonus! Buy before midnight March 9 and get my Swiss Army Knife for Bionic Google Ads ($497 value!)

Digital Download Perry Marshall – Right Side Wipeout at Offimc.click Now!

Salepage: https://www.perrymarshall.com/right-side-wipeout/

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