Internet Events, Facebook Advertising, Internet Marketing and SEO

Last week I spoke at the Ads4Dough conference in San Diego. When I got invited by Khoa, it sounded like I was being invited to speak at a little party get together of 10 or 20 of his buddies who were also internet marketers.

When I saw Nicky Cakes,  the facebook expert, was speaking I realized the game had stepped up. That was when I saw the title of my talk for the first time, facebook Ads Crash Course to Profitability. After doing a little research I realized there would be at least a few heavy hitters coming, and I only had a few days to prepare.

I decided to see if I really was what I was speaking on, so I put together an affiliate campaign in a few days, and tried to make some money. It backed out, made a fistfull of dollars, and I presented it along with some other secret sauce. Turned out in fact to be one of the most concentrated group of successful guys I have ever been with in the internet business world.

Walking that night to go see the fight with Dr. Ngo, Nicky and a bunch of other guys, I was called out on the fact that the results of my case study, were largely irrelevant due to the small sample size. I looked at him and said, “yes”. It is what it is, right?

So when doing stuff for real, and not just trying to fluff something up for a good stage show, here is how I do it.

Feel free to chime in if you see any defect to my logic, but what I do is way simple and as I understand it quite valid.

I’ve gone all the way through calculus in college, but try to keep math to very, very practical, fast and simple applications.

In the work I have been doing with Tim Ash lately of Site Tuners, who by the way hands down is THE expert on landing page design and statistical analysis, (Check out his Conversion Conference and use promo code CCW503 to save some money and make me some! I get a commission.). This is one conference that can make you a lot of money.

Bottom line, is that until you have about 1000 of some action taking place, your statistics could very well just be random chance. By the way, just for the record, I honestly do believe that if I decide something is going to take place strongly enough it will. 🙂 The stats just record it.

Here is how to verify that the numbers you are getting are real, and not just chance.

We are only going to need a few numbers here.

The first one is sample size. How many of the first thing are you looking at? With facebook advertising, it could be how many clicks did you get on your ad, which translates into how many people hit your landing page?

Then next number is the observed result. Say 100 people clicked on your ad and went to your landing page (sample size), then how many of those people bought your product, which is the observed result. 100 people to the landing page, and 10 of them bought. Or it could be another conversion, such as 5433 people landed on your landing page, and 234 of them clicked on the link to your online store. You can figure out if that conversion makes money or not, but was it just luck? or if you roll this out big will the results continue to be the same? How much could it vary?

For any large sample size, such as all the women in the U.S., there is a percentage that will buy when they hit your landing page. Since you are not going to be able to afford to show your ad to all of them just to test, then you will just show a small sample of them your landing page, measure how many convert, and then figure out how reliable the results are.

There will be some variance between what your sample test result shows, and what the entire U.S. will be. I am about to show you what that variance will be, and I will make it easy.

This is a site I found years ago, that makes it really simple for doing this variance analysis.

To keep your interest, I have added 6th grade style drawings to the screen shot to describe this, as well as photoshoping in one of my winning dating ad pictures I have used in Europe in the lower right side of the picture.

Keep one eye on the following picture, and continue reading below.

Where the alligator fish is biting the percentage, you enter in 90%, which means you want the results to be 90% accurate. If you can afford to make a mistake, leave it at 90%. If failing at this will bankrupt you, then switch it to 95% or 99%.

Enter the sample size in step #2. This is by the fish’s lower lip. Fish do have lips you know. The sample size is how many of the first thing you have. So if 45000 people clicked on your facebook ad, and you are going to see how many of them download your game, then the sample size is 45000. If 300 people go to their shopping cart, and 34 of them check out, then 300 people is your sample size.

Next go to step 3 where the arrow is pointing. Here is where you enter the observed result. This how many of the desired action took place. Of the 300 people who hit the shopping cart, how many of them checked out? How many of the girls that you asked out, actually said yes? Of the opportunities you had for the good thing to take place, how many times did it actually take place?

To the right of the frequency that you just entered, the percentage will automatically pop up to its right. This is cause since your math aint so great, and firing up excel would have taken too much time, it is done for you. This is the percentage of the opportunities you had, that the good thing took place.

Then look down at the subliminally out of focused picture of the girl to make her look more approachable, and a realistic option that she might date you, and you will find the calculate button.

Push It. But not on my photoshopped photo, but on the real site!

It will then give you a range.

You will find that range has at its center, the percent that you just looked at.

What this is saying now, (in my example which is real by the way), that of the 209 clicks I got on facebook today, 5 of them did the thing I wanted them to, which was 2.39% of them. In reality, this sample was too small to be of much use, since the bottom line is saying, that if I keep running this ad and have 100,000 people click on it, that the final result will be between .65% (less than a percent) and 4.13% (which would be rad!). That number at the top? Well I am 90% sure this is true which is good enough for this since I can afford to fail at it.

So this lets me know that my results are mostly meaningless, that it is very unlikely my result will be over 4% of the clicks converting (which in this case is o.k.), and that I need to get a lot more clicks before I know if this ad is working.

Here is the stats tool.

The upside of this, is that I should put my energy toward spending more money on clicks, before I even bother wasting my time, trying to test new ads or landing pages.

So tomorrow I am going to crank this up, and if you are an Eastern European interested in dancing and horses, you will be likely to see my ad! Then tomorrow night, with more data, I will run the numbers again.

If this was at all confusing, just leave in the comments below where you got lost and I will try to help.

If you are a math weanie, and saw something I was inaccurate on, please let me know, so other math weanies can not their heads a the accuracy of this post afterwards.

Internet Marketing can take you places.

Places you never dreamed of.

Most of what I have done has been to do well in Google, so I have followed the Google Sensei Matt.

He has led me on the path of do first, write what you do, then others may link to you.

As a result of this, I try to do things, especially things that help others, even if only to make them happy.

My other teachers like the old Chinese Monks in the Temple, Stefan Juhl, the Mad Hat, Mr. Shoe, Pamelund, and others have taught me other ways to view the same elephant.

The poker tournament is coming up in November at Pubcon. Today was crazy with all the e-mails going back and forth with the Venetian hotel, dealing with everything from Security to what I can do for the sponsors, to how we can get enough food and drinks for the players and guests.

This weekend, for reasons I can not yet disclose, I am going to Vegas to meet up Mr. Shoe himself.

The destination?

On Friday Jeremy and I are going to the Xtreme Couture Mixed Martial Arts Gym to meet with Ryan Couture the son of Randy Couture. Randy is the 5X world champion in mixed martial arts. He has been the world champ in two classes.

Jeremy is the main sponsor of their charity 5K run to raise money for American Veterans who have been severely injured. I am not a huge fan of any war, but as an American, and a friend to many warriors (meaning Soldiers, Marines, Sailors, and Air Force guys), I take responsibility for the actions of our country even if I don’t agree with those actions 100%.

I am very proud to help support Randy’s charity, which is doing some real good, for some guys who gave it all for us, and are now being asked to give it all every day for the rest of their lives as a result of what they lost.

On Saturday during the run, Jeremy and I are scheduled to meet with Randy Couture, 5 time Heavyweight Mixed Martial Arts Champion of the world.

So here I sit, writing my blog, tomorrow night I pack, and then on Thursday night I am off to Vegas, to meet up with Jeremy (Shoemoney) Schoemaker, and Randy Couture, the heavyweight champ.

This Internet Marketing Stuff really can take you places, huh?

Much Love

dk

These are the rough drawings I am sending off tonight to the t-shirt producer.

The finals will, if god is willing be ready on Thursday for the Pubcon Event, but no promises.

Feel free to put these three images of the T-shirt on your blog, but don’t make any promises. You can just say they are rough drawings that are on their way to a T-shirt manufacturer. The time schedule is so tight putting this Pubcon Event together, that there is no way to say for sure what will happen as far as the T-shirts go. 🙂

The works in this post are licensed under a Creative Commons Attribution-No Derivative Works 3.0 Unported License.

This is the second possible graphic for the 2007 Purposeinc Pubcon Texas Holdem poker tournament t-shirts.

Look at both cartoons and Sphinn the one you like better.

You can see the first entrant here called clubs.

This one is hearts.

I am experimenting with Sphinn as a way to survey.

Just look at both drawings and Sphinn the one you like better.

The t-shirts will be long sleeved black and will have on of the graphics as well as the announcement of the tournament and listings of the sponsors.

Feel free to give any other design ideas in the comments section.

I am designing the T-shirt for the Texas Holdem tournament at Pubcon. I want to hear from you during the design process, so I am going to experiment with Sphinn as a survey tool. Sphinn this one if you prefer the clubs girl, but look at the hearts first!

The T-shirts are going to start with these drawings, and then be built on from there with sponsors names, the name of the tournament etc.

Look at both pictures, and then choose which one you think would look better on the back of a T-shirt by Sphining it.

I am planning on long sleeve black t-shirts, but feel free to comment if you suggest a better one.

The “hearts” girl is here if you follow this link.

Look at them both, and then sphinn the one you like the best. Sphinn by the way is Danny Sulivans cool (new to me) version of social bookmarking for SEO’s. Think Digg for search engine peoples.

This is just a little preview of what to expect at the tournament.

Yep, the video is of me.

The Pubcon Poker Event (Not one of the official Pubcon Events) is starting to gather some cool sponsors. Best of The Web, BOTW has offered to kick in to help.

I also got word back from Chipotle Burritos that they are giving a coupon worth about 8 bucks to each player of the tournament for a free burrito. I have close friendship ties with Chipotle and they made big donations to the fire fighters in San Diego when we were bringing food out to them and doing chiropractic during the fires last month.

By the way I am still looking for another sponsor to kick in around $1500 for a killer project during the tournament. It will give the sponsor some serious eyeball exposure. Again, I am not making a cent off of this.

If anyone has any products that would be widely used by the attendees of the tournament you are also welcome to offer them. Just send me a comment or and e-mail dk (at sign) purposeinc.com and we can discuss it.

That is the latest news on Pubcon events.