September
19, 2018

6 min read

Opinions expressed by Entrepreneur contributors are their own.

As a business owner or marketer, there’s no worse feeling than the sound of crickets. When there’s a lack of contact form submissions, online orders or phone calls, you have to do something to fill your pipeline.

Related: Use This Google AdWords Hack to Lower Costs and Increase Leads

I recently read a ridiculous article that stated you shouldn’t use AdWords for the following reasons:

1. You pay for clicks.
2. It’s hard to compete with big companies.
3. You have a limited number of characters.
4. Mistakes can cost you dearly.
5. It doesn’t fit your niche.

I’m going to explain to you why this article was completely inaccurate and how you can grow your business instantly through AdWords. My digital marketing agency manages millions of dollars in ad spend so we have extensive experience when it comes to pay-per-click advertising.

1. You pay for quality and strategic clicks.

With pay-per-click advertising, you only pay for the keywords you strategically bid on. For example, if I’m a plumber and want to generate new leads for “plumbing companies near me,” I can bid on just those keywords and I’ll only get charged when someone clicks my advertisement and visits my site.

According to the Google Economic Impact Report, businesses make an average of $2 in revenue for every $1 they spend on AdWords.

Can you think of another form of advertising where the intent to purchase is higher? Your potential customer is literally typing what they want into Google and your advertisement will only populate based on the keywords you select and you will only get charged when someone clicks on your ads.

If you do a good job managing your search terms report and add negative keywords, you can drive amazing quality traffic to your site.

Make sure you are bidding in a smart way using broad match modifier, phrase match or exact match to drive traffic quality. 

Related: How to Improve Your Google “Quality Score”

2. You can compete with big companies.

Unlike television ads in the ’80s and ’90s where a business needed a substantial budget to get on the air, you can get started on AdWords for as little as $300. Theoretically, you can start with less of a budget, but $300 is the minimum we recommend for our clients. The reason behind the $300 budget recommendation is so we can generate enough clicks and data to make changes and enhancements to drive conversions.

According to CLUTCH, 45 percent of small businesses use PPC advertising. Once you start generating conversions for your business, whether that’s ecommerce purchases for an online retailer or contact form submissions, and prove the effectiveness of this form of advertising, you can increase your budget.

If you have the proper tracking in place and can justify the return on investment with a metric called ROAS (return on advertising spend), you can double down on your advertising spend. That’s the beauty of AdWords. You can actually track the performance and once your campaigns are profitable, you can continuously invest more. If you aren’t seeing results, it can be paused with the click of a button.

3. Be creative with a limited number of characters.

People are obsessed with quality score for AdWords. They have this notion that if they place the exact keyword they are bidding on in the advertising copy, their quality score will improve and their cost per click will be reduced.

I’ll let you in on a secret. If everyone is bidding on the term “Columbus Digital Marketing Agency” in the title of their advertisement, there’s not going to be anything that distinguishes your ad versus the competition. I’ve included an advertisement below that is unique and distinguishes our agency versus others. Don’t make your ad copy similar to everyone elses.

Related: The 6 Best Bidding Strategies for Google Keywords

4. Mistakes can cost you dearly.

According to the CEO of Disruptive Advertising, 61 percent of Google AdWords budgets are completely wasted. Mistakes can make or break your AdWords campaign. The same notion is true in every component of business. If you have a lazy accountant, your taxes could be inaccurate and cause you penalties down the road. It helps to hire an expert who knows what they’re doing. If you haven’t set-up an AdWords campaign before, I recommend letting a Google Certified Expert do this as it will save you time and money. Be transparent with the PPC manager and inform her that you want to learn the tactics she is deploying so down the road, you can do this yourself, if you have the time and are willing to learn the craft.

Below are the biggest mistakes we most often see on AdWords:

• Improper bidding, not using broad match modifier, phrase match, exact match and broad match properly
• Not monitoring the search terms results and adding negative keywords
• Improper conversion tracking set-up, which leads to inaccuracy on reporting and the right decisions can’t be made
• Poor advertising copy
• Location targeting not properly set-up based on business objectives
• Improper budget allocation — Budget should be better distributed to most profitable parts of the business or areas business is looking to grow
• Improper date/time bidding — For many businesses, there is no need to bid from 1 a.m. to 6 a.m.
• Bad landing page experience where the user is exposed to content not directly related to what’s being seen in the advertising copy

5. It doesn’t fit your niche.

If you can’t think of a search term that will help someone learn more about your business, then Facebook or Instagram could be a better play. The majority of businesses can reap the benefits of Google AdWords and drive instant traffic to their site for relevant keywords.

If executed properly, AdWords can be a gold mine for your business. The beauty is that if you want to get started on AdWords, a campaign can be set up in less than an hour and can make a monumental long-term impact for your business.

September
18, 2018

10 min read

Opinions expressed by Entrepreneur contributors are their own.

Scott Oldford has been a million dollars up and down. In just a few years, he created a seven-figure business to get himself out of six-figure debt. Then he quit it all to serve a higher purpose, relearning who he was, and finding the love of his life along the way.

Blowing up the business.

Oldford owned multiple companies by 19-years-old. But despite his wild success, he suffered a major setback at age 21 which put him almost a million dollars in debt. Oldford clawed himself out by building several businesses using his secret sauce: online lead generation.

Oldford’s business was earning $300,000 to $400,000 per month. He taught his methodology to other six- and seven-figure entrepreneurs via information products and one-on-one coaching. From the outside, he’d found his sweet spot—he had skills that people were willing to pay a premium for. Yet he was deeply unfulfilled, often working 80-hour weeks and choosing money over freedom.

Oldford’s Toronto office as he clawed his way out of nearly a million dollars of debt.

Image Credit: Scott Oldford

“I struggled to wake up every morning for nine months,” Oldford says. “At night, I’d smoke weed and eat a pint of Ben & Jerry’s ice cream to be emotionally sedated. I had what most would consider ‘freedom,’ but I felt trapped in the prison of my own business. I constantly thought about shutting it down.”

Then Oldford attended The Baby Bathwater Institute in September 2017. “Have you ever had a moment that changed everything and your entire world flipped on its head?” he says. “That’s what happened to me that weekend after hanging out with other brilliant entrepreneurs.

“I had this epiphany that I shouldn’t be selling information. My mission was to serve entrepreneurs to their highest potential, but I’d become disconnected from that calling. What if I just helped 100 entrepreneurs, but in such a deep way that their businesses completely transformed?”

Oldford, just before he blew up his seven-figure business.

Image Credit: Scott Oldford

Oldford told his COO to shut down the company. Four days later, he left Toronto to become a digital nomad and never returned. Three weeks later, he met his future wife.

From falling in love to self-love.

Libby Crow was an entrepreneur who was introduced to Oldford’s work through a friend. After connecting, they ended up in Venice Beach, Calif., together.

“I had to remove my glasses because I was sweating so much. I didn’t even know how to talk to her,” Oldford says, reminiscing about their first date over tacos. “I knew she was the one.”

“I was shaking,” Crow says. “I walked around the block awkwardly after hugging him goodbye because I didn’t know what to do with my energy. I felt this intense connectedness—like I’d known him forever, which I’d never experienced before.”

Oldford and his wife, Libby Crow.

Image Credit: Scott Oldford

Oldford says that up until this point, he didn’t know how to love himself so measured his self-love against his business accomplishments. “Libby helped me see that my worth was tied to who I was, not what I did,” he says. 

When asked about falling in love, the air audibly drains from Oldford’s body; his voice jumps up an octave like he’s inhaled helium. “It’s the highest level of happiness and fear. You lack control from opening your heart and having a mirror reflect your shadows. I emotionally awakened and found a more evolved version of myself.”

The entrepreneur’s dilemma.

Shortly after meeting Crow, Oldford was living in Malibu, Calif. Each day, he jumped into his rented white Audi R8 for a drive in the mountains with no phone, music, or destination.

“I had the headspace and time to reflect. For the first time in my life, I was a human being after years of human doing.” Oldford then realized the problem with entrepreneurship.

“We sacrifice ourselves for money and ‘freedom,’ but betray ourselves and those we love in the process. By the time we get that money, we’ve forgotten how to do the things we wanted to do. After making those sacrifices, the irony is you might not like the person you become.”

In early 2018, Oldford started attending 10 hours of weekly therapy to “relearn who the hell I am.” He jokes that his therapist is the cheapest of the many mentors and coaches he’s hired.

“Maybe we don’t have an identity,” Oldford says. “We create one at some point, assume the identity and play an alter ego. I don’t know if we’re ever truly ourselves.

“We have so much going on in our heads but no idea what’s going on! We become entrepreneurs because of our ego and drive for significance. Many subconscious thought patterns stunted my growth, like tying my identity to business success and feeling unworthy when I failed.

“I’ve noticed that successful people have open belief systems. I’m not attached to my beliefs. I’ll discard them if they no longer serve me.”

Oldford realized that selling information online didn’t fulfill him because it didn’t achieve the same results as mentoring. “I lost count of how many entrepreneurs ignored my advice. They should be millionaires but aren’t. All the information you need to build a multi-million dollar business is online—for free. So why aren’t we all driving Lamborghinis? Our mindset.”

Oldford had discovered his purpose: Empowering others who have a massive purpose so they can accomplish it.

The ROI Method.

For Oldford, helping other entrepreneurs starts by teaching and helping them implement the ROI Method. It’s about being Relevant, Omnipresent, and Intimate (ROI) with your target audience. He wrote an article about the methodology—“How to Become the Coca-Cola of Your Industry Practically Overnight”—and it blew up.

“Online marketing has always been one dimensional; most just go for the kill,” Oldford says. The ROI Method is about providing long-term value with “micro content” and works on any digital platform.

Oldford’s ROI Method has helped over 150 entrepreneurs scale past seven figures since 2015.

Image Credit: Scott Oldford

“Relevancy starts with the right message to the right person. Show your audience that you understand their problem and that you can take them from where they are to where they want to be. Over time, you can change their beliefs.

“With the right timing and frequency, you can activate the ‘frequency illusion’ where people feel like they see you everywhere. We’re all in our online bubbles. You can ethically become a celebrity to a thousand people; the big fish in a small pond—that’s omnipresence.

“You create intimacy by forming a community—underpinned by your mission and values—through genuine connections and conversations in person and online. When they have a problem that you can solve, they only think of you. There’s no ‘shopping around.’”

Oldford runs his company with only two salespeople. “People don’t ever have to ‘be sold’ because working with you feels like an opportunity—they’re so in tune to seeing that you’re the authority. It’s the highest level of pull-marketing.”

With this battle-tested method, Oldford has helped over 150 entrepreneurs scale past seven figures since 2015, and more than half of them have exceeded multiple seven figures. He says it improves retention, referrals, engagement, and how much you can charge—thus building wealth, influence, and fame.

This creates a “Nuclear Effect” that unleashes a chain reaction of exponential growth in your business. For example, Oldford was offered the opportunity to speak for $55,000 but declined “because it didn’t make sense financially.”

Going nuclear.

Oldford redesigned his business, starting with hiring serial entrepreneur Zion Kim as CEO to scale his operations. In March 2018, they launched Project Nuclear, a business accelerator that helps entrepreneurs who are generating $50,000 to $250,000 a month and scale far past that. The inner circle of over 70 elite entrepreneurs includes social media superstar Amanda Bucci, publishing titan Tucker Max, personal freedom coach Preston Smiles, Todd Herman, creator of the 90 Day Year and Gerard Adams, who co-founded EliteDaily.com before selling it to a multi-billion global corporation.

Project Nuclear’s mission is to solve the problems of the entrepreneur so they can solve the problems of the world. The program attracts those who are successful but remain “blissfully dissatisfied” because they want to accomplish a higher purpose. It also helps members eliminate the self-sabotaging thoughts that plagued Oldford’s early career and led to his debt crisis.

Project Nuclear is on track to generate $1 million monthly recurring revenue before winter 2018 and projects that it will be responsible for helping create over $400 million in revenue for those in the program by the end of 2018. “No one has ever done this before: create a growth accelerator with full operational support—from strategy to leadership, sales, and finance—to scale high-six-figure and seven figure businesses to eight figures so quickly,” Oldford says. Most high-growth companies are around 20 percent annual revenue growth, according to the Kauffman Index. What worked before won’t take your business to the next level, he says.

“If you compare two people, the most successful isn’t necessarily the one who works harder; it’s typically the one who was mentored by the right person.”

After being in the business trenches, Oldford guides his members up the mountain he’s traversed—without sacrificing freedom or happiness along the way. “I don’t just help them make money; I help them do what they love.”

Oldford at home in Venice Beach, Calif.

Image Credit: Scott Oldford

From hustle to flow.

Since reconnecting with his purpose and scaling his team, Oldford is more successful than ever. He learned the hard way that being wildly successful doesn’t mean anything if you sacrifice your soul along the way.

These days, he has an open calendar, is eating more intuitively, and has lost 40 pounds in six months. His skin is brighter. His eyes sparkle when they connect with Libby’s at their home in Venice Beach. Together, they created The Daily Shift to close the entrepreneurial mindset gap.

Oldford and Crow who are business and life partners.

Image Credit: Scott Oldford

“I look to the future and ask, ‘Who do I want to become?’ to shape who I am today,” Oldford says. “If we did that a little more, perhaps we’d be better and happier.”

With a new book on the horizon in 2019—called “The Nuclear Effect”—the future is bright. 

Connect with Scott on his website, Facebook and Instagram. Apply to implement the R.O.I Method in your business here.

September
17, 2018

3 min read

While celebrity-endorsed spirits have been big business ever since Sean “Diddy” Combs partnered with Ciroc vodka in 2007, George Clooney’s reported $1 billion payday for selling off his Casamigos tequila last year brought the trend to a whole other level. This year alone, Ryan Reynolds bought Aviation gin, Bob Dylan and Metallica both announced brand-new whiskies, and now Conor McGregor is launching, appropriately enough, an Irish whiskey.

It’s called Proper No. Twelve, and the name is derived from the MMA champion’s childhood home. “I come from a suburb called Crumlin, in Dublin 12,” he explains via press release. “It’s a place dear to my heart. It’s where I learned how to fight; it made me who I am today.”

Related: 8 Reasons a Powerful Personal Brand Will Make You Successful

McGregor is the founder, chairman and majority owner of the company.

Image credit: Proper No. Twelve

McGregor took a hands-on approach to developing the liquor, in partnership with the world’s oldest whiskey distillery, Eire Born Spirits. “We created close to one hundred blends,” he explains, “and ultimately selected what we knew was the one and only proper whiskey blend.”

Related: Need a Business Idea? Here are 55.

A blend of golden grain and single malt, Proper No. Twelve is produced in an area known for its rich soil and pure spring water. The company characterizes the taste as “complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood.” We tasted a sample sent to the Entrepreneur offices, and this description is spot-on.

A supporter of first responders, McGregor has committed to donate $5 for every case sold to local first responder organizations/charities, up to $1 million annually. “First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need,” he commented.

Related: 6 Critical Steps to Succeeding in an Untapped Industry

Proper No. Twelve will be available in McGregor’s homeland of Ireland and the United States this month.

September
16, 2018

2 min read

Companies and organizations are getting their hands on our data and using it for a number of reasons we don’t even know about. Luckily, there are a number of things you can do to minimize your presence online and protect your privacy, without having to ditch the internet.

Related: No One Is Safe From the Data Breach Epidemic (Infographic)

For starters, turn on incognito mode in your web browser. This disables the tracking tools in your browser and prevents websites from collecting your personal information. You can also block third-party cookies — cookies are small pieces of data that enable information about you to be remembered by external sites.

Related: How You Can Protect Your Business From Online Threats

If you’re a social media user, you’ve got a 46 percent higher risk of an account takeover or fraud compared to non-social media users. So it’s important to set specific settings for your posts. For example, on Facebook you can limit access to your future posts to make sure they are only visible to your friends. You should also update your privacy settings to hide your personal information from your pages so random people can’t access things including your email address or phone number. Lastly, make sure to block external apps from accessing your personal data.

Related: 12 Tips to Protect Your Company Website From Hackers

To learn more about hiding your personal information and protecting your data, check out Cashnet USA’s infographic below.