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Dentist Selling Physical Book to Dentists: Too Niche for AdWords

by BeckM2
11 replies
Hi,
I'm a general dentist and I run a web firm that specializes in development for dentists and physicians.

I've also written a physical book that I sell for dentists, that I DO sell on my website, and I'm looking to promote the book on AdWords. The book is called "The Web Design Workbook for Dentists" and it is an overview guide for dentists about what they need to know about the web development process (including seo, social media, etc).

The idea for taking another crack at AdWords came from an earlier thread I posted about getting email lists (in addition to the one I am building with a content giveaway on my website).

When I looked again at AdWords, most of the keywords I have listed Google basically classifieds as "not enough search volume -- don't bother."

Keywords like:
dental website guide
website guide for dentists
guide to building a dental website

are exactly what my product is about, but Google won't trigger ads with them.

If I go broader with "dental website design" , "dental web design" I DO get clicks, but the conversion is zero because even though I DO sell web design services, my landing page is my sales page for the book.

I figured that using the "dental web design" category wouldn't be too bad because if they are looking for dental web design, then a guide about the subject would be helpful.

So any advice on making AdWords work with this would be much appreciated!
Thanks!
#adwords #book #dentist #dentists #niche #physical #selling
  • Profile picture of the author brentb
    Fill us in:

    How much money did you spend overall with 0 conversions?
    Whats the average CPC?
    Did you pause keywords or leave them all on?
    Were you sending for direct sales or for email opt in?
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    • Profile picture of the author BeckM2
      Originally Posted by brentb View Post

      Fill us in:

      How much money did you spend overall with 0 conversions?
      Whats the average CPC?
      Did you pause keywords or leave them all on?
      Were you sending for direct sales or for email opt in?
      1. around $100 (I ran it for a month with a spend of around $3.50/day).
      2. $3-$5
      3. Both
      4. I sent them to my books landing sales page which is this:

      www.shorthillsdesign.com/workbook

      What I probably should do is:
      1) setup an AdWords campaign for direct book sales
      2) setup a second campaign for opt-ins. What I do is that if someone signs up for the newsletter, they get a free copy of the intro and table of contents to the book.

      Thanks for any advice!
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      Short Hills Design, LLC
      Internet Marketing for Dentists and Physicians
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      • Profile picture of the author brentb
        Originally Posted by BeckM2 View Post

        1. around $100 (I ran it for a month with a spend of around $3.50/day).
        2. $3-$5
        3. Both
        4. I sent them to my books landing sales page which is this:

        www.shorthillsdesign.com/workbook

        What I probably should do is:
        1) setup an AdWords campaign for direct book sales
        2) setup a second campaign for opt-ins. What I do is that if someone signs up for the newsletter, they get a free copy of the intro and table of contents to the book.

        Thanks for any advice!
        Unfortunately, since your book is so expensive, you need to spend much more money testing. If at $101 you would have made a sale, then you would have made decent profit still! And that would still be before the campaign was optimized!

        If you have money to test it out, then you could go for the sales page because that setup will make you golden where you can just leave it running and be making tons of cash.

        BUT...

        An email list would be much cheaper to test and get running. From your daily spend of $3.50 I am going to assume you can't or aren't willing to drop $1000 this month in Adwords testing.

        So how to do this...

        Make a new landing page, try to get their email, maybe for a free white paper or chapter from your book or something. Shoot for a $15 CPA... see how expensive your avg. CPC is? Dentistry is specialized so your leads are expensive compared to BizOpp leads or gaming or something cheap. Why? Small target, obviously high competition. Ecommerce leads for example can be had at like $2 CPA off Adwords but the avg cpc is like $0.40. Just FYI. I am sure you can find cheaper keywords but obviously you don't just start out with a winning list.
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        • Profile picture of the author BeckM2
          Originally Posted by brentb View Post

          Unfortunately, since your book is so expensive, you need to spend much more money testing. If at $101 you would have made a sale, then you would have made decent profit still! And that would still be before the campaign was optimized!

          If you have money to test it out, then you could go for the sales page because that setup will make you golden where you can just leave it running and be making tons of cash.

          BUT...

          An email list would be much cheaper to test and get running. From your daily spend of $3.50 I am going to assume you can't or aren't willing to drop $1000 this month in Adwords testing.

          So how to do this...

          Make a new landing page, try to get their email, maybe for a free white paper or chapter from your book or something. Shoot for a $15 CPA... see how expensive your avg. CPC is? Dentistry is specialized so your leads are expensive compared to BizOpp leads or gaming or something cheap. Why? Small target, obviously high competition. Ecommerce leads for example can be had at like $2 CPA off Adwords but the avg cpc is like $0.40. Just FYI. I am sure you can find cheaper keywords but obviously you don't just start out with a winning list.
          Thank you for the detailed reply. But with my current list building, I have a good list now and I send out an email every month with articles. So once someone gets to my site, they have the option to join the list and get the book free preview.

          1) I guess one question is how to take these 70 or so people who did opt-in and are already on my list, and convince them to buy the book...?

          2) And so I have this correct -- is your idea that if I can find the AdWords keyword(s) that convert for the book, then I can "set it and forget it"?

          I don't want to shell out $1000, but if that's the kind investment it takes to find the "golden keywords", then it may be worth it. My concern (as is that of every internet marketer, I guess, is that if after $1k I have no conversions, would $2k have done better...).

          3) Lastly, if I AM able to sell the book with my current landing/sales page and purchase page, is it generally safe to stay that it works? This may seem like a crazy question but I don't want to throw $1000 at a page that doesn't convert.


          Thank you!
          Signature
          Short Hills Design, LLC
          Internet Marketing for Dentists and Physicians
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          • Profile picture of the author brentb
            Originally Posted by BeckM2 View Post

            1) I guess one question is how to take these 70 or so people who did opt-in and are already on my list, and convince them to buy the book...?
            Set up autoresponder sequence. Write the info you send out but then link it back to your book....

            Example:

            - Article here -
            So now you know more about setting up your website. Get even more information about setting up your website and more in my book "Dentists on the web" which you can buy HERE.


            Also email out more often, try every 5-8 days. Once every 7 emails maybe send a hard sales pitch, like straight up advertisement for your book.
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  • Profile picture of the author brentb
    It's a tricky call regarding the sales page, it will definitely take some bucks. Possible very realistic out come could be something like this potentially....

    Adwords Spend: $400
    Revenue from Book sales: $1200
    Profit Monthly: $800

    Not too shabby... But it doesn't happen overnight.
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  • Profile picture of the author maximus242
    Another way is to put tiny little advertisements at the bottom and top of content based newsletters. Double Your Dating has done this successfully for years
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  • Profile picture of the author brettb
    Why not give the book away and charge for consultancy?
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    • Profile picture of the author BeckM2
      Originally Posted by brentb View Post

      Set up autoresponder sequence. Write the info you send out but then link it back to your book....

      Example:

      - Article here -
      So now you know more about setting up your website. Get even more information about setting up your website and more in my book "Dentists on the web" which you can buy HERE.


      Also email out more often, try every 5-8 days. Once every 7 emails maybe send a hard sales pitch, like straight up advertisement for your book.
      Well on my newsletter I write the title and blub for the two monthly articles, and then link them back to the full article on the website where I have a blurb on the bottom about me and the book.


      Originally Posted by maximus242 View Post

      Another way is to put tiny little advertisements at the bottom and top of content based newsletters. Double Your Dating has done this successfully for years
      Great! Thanks! Can you show me an example? Here is what my current newsletter looks like --(for people who have opted-in but not bought the book yet) is it the wrong way to do it?

      October Newsletter Online Version


      Originally Posted by brettb View Post

      Why not give the book away and charge for consultancy?
      I thought of that, but I already consult and the book is only an overview, so if they read the book they will still need me. But by selling the book (I've sold it at $99 and at $279) so I want to keep making money on the book and then converting these people to full-blown paying clients.
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      Short Hills Design, LLC
      Internet Marketing for Dentists and Physicians
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  • Profile picture of the author freeadstime
    Ever thought of Clickbank? You of course can work on your Adwords campaign still, plus have your ebook listed in Clickbank too.
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    Post an ad to FeeAdsTime.com in major cities such as Chicago Classifieds, San Diego Classifieds and Los Angeles Classifieds.
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    • Profile picture of the author BeckM2
      Originally Posted by freeadstime View Post

      Ever thought of Clickbank? You of course can work on your Adwords campaign still, plus have your ebook listed in Clickbank too.
      Please read the OP -- it's a PHYSICAL BOOK -- not an eBook.

      But thanks for your input.
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      Short Hills Design, LLC
      Internet Marketing for Dentists and Physicians
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