Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: Marketing Magican

Advertising Secrets Number Ten: Always Negotiate the Price

Advertising Secret Number Ten: Without Fail ALWAYS Negotiate the Price


Never ever pay the list price or first price offered.


It is helpful if you can find out when deadlines are for: –


• Month end – the sales staff have targets to meet and want their commission. They will give better deals so ensure you know when their month ends, sometimes it is the 15th of the month.


• Going to Press The closer to press time the more they will negotiate to fill extra space.


NEVER pay a rate card price. Rate cards are a negotiation tool for sales staff. They don't expect to sell at that price …… but will be delighted if you are prepared to pay it.


Agencies automatically get a discount from a rate card AND it is not the same rate card as you will be shown.


If you agree to block book adverts in several editions the price will go down. Only do this if you have Tested and Measured and are getting a good ROI.

How to get More Effective Results from Google Adwords

My Top Six Google Adwords Tips  

Using Adwords is effectively paying for visitors from the Google search engine and is an excellent way to get instant, pre-qualified visitors that can be measured.


However, you should also link this to improving your conversion rates.  You can save a fortune if you follow a few simple rules.



1  You Don't Have to get the Top Google Adwords Position on the search page!


An ad at the top of the page will get plenty of exposure (assuming it's a
popular search phrase), but it can cost more to get a higher position, and people often people bid far too much for these positions.  Position 3,4,5,6 or even lower can sometimes attract more clicks. They will also be much cheaper and so your Return on Advertising Investment is going to be much lower.


2 Think Laterally with Adwords 


You can pay pence for keywords that are mis-spelt.  Ensure you spell the words correctly in the ad but use mis-spelt keywords in the keyword terms that trigger your ads. A good clue as to what keywords to mis-spell is to look at your Analytics results and do a keyword search using a keyword tool. 


3  Use more search phrases to target your searchers  .. and ensure each search phrase is very targeted to your typical buyer.  Test the CTR on these terms and bid accordingly.


This strategy can save you an absolute fortune.  It will also increase your CTR and conversion rate if your keyword search terms are concise and specific. As these keywords search terms are very specific they will have less competition and will cost less.



To see more Google Adwords Tips follow the link


Want Help With Your Google Adwords campaign?


Then email me on