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Seventy-Second Internet Marketing Podcast August 20th 2010. Third page of Show Notes
Running a Succesful PPC Campaign
Paul: It gets you a budget and gets you a good list of keywords. Ask about it. They’ll help you with those things.
Chris: Excellent. Do you want to take five?
Paul: The next, we’ll say use separate keywords for different ads if there are multiple keywords related to the PPC management Houston project. I kind of look at this as kind of like A and B testing.
Chris: Well, I think it’s also related to for instance, we are working with a company that does AC repair and really — wait, no, there’s a better example. There’s a company that does alarm, fire, and sounds. So they’ll do like home theater sound. They’ll do fire installation for commercial so that’s where they’re putting in all the alarms for a fire alarm system in a big commercial building or school, and then they do like home and they actually did our office alarm here. So, when they are looking at business, they’ve got a residential side, which is really alarm and security, and then they have a fire side. It really should be different campaigns. They should have different ads, and obviously, the keywords are going to be totally different. One of the reasons that the ad should be different –we’ll get to here in a minute.
Chris: Because I don’t know if it’s next but…
Paul: I hope so.
Paul: ‘Cause I really want to know now.
Chris: Yeah [Laughter]. That was a good teaser, wasn’t it? I’m not concerned they’re actually going to — maybe that’s in the podcast now.
Paul: Okay. So they come back.
Chris: We only got about five more minutes so we’re not going to get through all of this which is okay. That means you guys will tune in next time to catch the rest of this amazing podcast. Create an attention-grabbing headline for your campaign.
Chris: And it says, “Even if the keywords have good ranking, you won’t get many visitors if your ad is not appealing.”
Paul: If it sucks, you know, basically.
Chris: Yeah, if it says, “Only losers click here,” which probably would work.
Paul: It probably would.
Chris: [Laughter] You know, people are like, “Let me check out this some more if I’m wasting these pay-per-click dollars. Ooh, I’m going to buy from him.”
Chris: One of the things that — yes, it’s got to be an attention-grabbing headline. One of the most important things for pay-per-click ad is it needs to contain at least the concept more preferably the specific keywords that the user types to actually see that ad. So if you type in “home alarm Houston” and you see an ad over there that says whatever. It just says “Brinks” maybe. Maybe you don’t know that Brinks is an alarm system guy, but if you see an ad that says “home alarm systems” you’re like, “Hey, that’s what I’m looking for.”
Paul: He probably has a home alarm system on the other end of this link somewhere.
Chris: Step two to that process is the link that that pay-per-click ad goes to probably should have “home alarm Houston,” right?
Chris: So that when they get there, they’re like, “Hey, good. I thought there would be this information here. Look, there actually is this information here. Look, there are calls to action because E-Webstyle has designed the website,” which by the way we do in case — did we mention that?
Chris: I think we did.
Paul: We did now.
Chris: Yeah, we do do websites. That’s an important aspect of what we do. So we’ve done website. It’s got the right calls to action. It’s got the phone number prominently displayed. There’s a way to quickly fill out a form. So now, that’s going to convert. So yeah, that was a good story.
Paul: And that kind of leads into…
Chris: These guys got really like liberal — let’s see how many…
Paul: That really did.
Chris: Duplicate content, things we can do.
Paul: Duplicate things we could list. Let me just get I’d say at least until eight, the last one.
Chris: Yeah, yeah.
Paul: Creating landing pages.
Paul: I think this applies to SEO and pay-per-click. Make sure that whenever they click on this particular link, if it’s in your PPC app or in your SEO content, it goes to a page that is relevant to…
Chris: The search terms that you used.
Paul: Thank you. The search term or for whatever that link. If the link says “fire alarm” make sure it goes to a page that has fire alarms on it, you know. It might be your home page. It might be another landing page that has more relevant information. And I want to say I’m starting to see this stuff all the time. I don’t see this much in pay-per-click, but I see it in SEO where people link to stuff and every link goes back to their home page.
Okay. It’s good that you’re doing something — it’s good that you’re doing some sort of SEO, but it will be better if you accurately…
Chris: If you took that to a page that really had the information that they were looking for.
Paul: Thank you. I have no idea where I was going. [Laughter] But you know, create a landing page. I mean, for your PPC, I mean, for anything, this is serious. You have to give them what they’re looking for. If I’m looking for Blue One Armed Widget, I’d better get to the page where I can buy a Blue One Armed Widget immediately.
Chris: Yup. And one of the things with pay-per-click, okay, the old school landing page is really not something that people are using anymore. It’s kind of gotten reworked and so yes, you create a landing page where that becomes part of your natural web structure and you’ve got links to it. In the old days, even with SEO, you would just make a landing page. It may stand out all by itself and then point and then direct traffic back into your website. That’s no longer valuable because Google recognizes what’s going on and it doesn’t want those kinds of landing pages.
However, with pay-per-click, in fact, we’re doing this for a campaign that we’re starting this week where we want the most relevant terms on that page. And so, because that has a lot of value for, it actually can reduce the cost per click. When Google knows that it’s sending somebody who’s looking for Houston alarm systems to some page that has Houston alarm systems and it ranks well for Houston alarm systems, you don’t have to pay as much. Google is happy to send you. If they still want to make their click, they want to get it to make their money. But they’re happy to send you there. In fact, they prefer to send you there instead of what we’ve been talking about which is the other guy who has got a pay-per-click ad and it sends them just to the fire page. So he is willing to pay a lot of money, but it’s going to irrelevant information, not a good experience for the Google user, not what Google wants to do. So you got to pay extra for that, and obviously, there’s a limit. At some point, they won’t even send you. They won’t even let you push the door.
So creating landing pages for pay-per-click, you can do that more. Ultimately, you know I’m saying this, and at the same point, the bottom line for reducing the cost of your per-click cost is that that page ranked well for that term, right? Well again, if it’s a standalone page, it’s not going to rank as well as if it’s a page integrated into your website and Google knows the difference. So ultimately, really, like we’re putting that page up quickly ’cause we want it to have relevant information very quickly, but we will be integrating it into the website. In fact, with that client, we’re starting SEO next month so all of that is going to happen anyway. So I think we’ve actually come to our time.
Paul: I think so as well.
Chris: We’ve got a couple — we’ve got two, four, six, seven more to go so tune in next time for the exciting WikiHow article, how to start a successful pay-per-click campaign and the E-Webstyle spin on that article about which one [Laughter] — it was going really good, wasn’t it?
Paul: It was. [Laughter]
Chris: Yeah. You were like standing in the back. “Wow, this is good. Let’s see where he goes with it.” Oh! Boo! I’m about to get heckled. And the E-Webstyle spin on for each of these items that are important, each of these 15 items that are important for a successful pay-per-click campaign, which ones should you outsource.
Chris: Which ones should you hire an expert.
Paul: And I’m going to say it now. Next, we’re going to finish this and we’ll do the same thing for SEO.
Paul: Which ones should you outsource.
Chris: And why. I mean, you know, I think we’re doing a good job.
Paul: I’m going to write that down before I forget it and I probably will.
Chris: Okay, I’ll put that in there.
Paul: And this is wrap-up. SEO, excuse me, pay-per-click, define a budget. Make a good keyword list. Finalize it. Bid on the right keywords. Ask someone to help you with these things. Use separate keywords for different…
Paul: Yeah, different ads for different things. Create attention-grabbing headlines, attractive ad copy and a good landing page. You know, the only thing somebody has is your ad. Write a good one. So these are some of these things you need to ask for help, definitely need to ask for help on and a lot of these things are related to if they help in PPC they will help you in your SEO.
Chris: Did we have anyone that didn’t require some expert? No, not yet.
Paul: No, not yet.
Chris: Maybe on the next podcast, we’ll find something on this list that you really shouldn’t get an expert to help you.
Paul: And in case you did not know, Chris said it earlier, I had a guy call in and say — what did he say? On the email he was like, “You all do websites?”
Chris: Oh, yeah.
Paul: And I was like, “Oh, man. Yeah, fool.” I wanted to say, “Yeah, fool!” I just saw the A-Team so I’m calling everybody a fool.
Chris: Yeah, fool! That’s what’s up. [Laughter]
Paul: Matt says, “Hey, man. I don’t promote you.” E-Webstyle does do websites.
Chris: In fact, that’s how we started, doing websites, website design and programming. So we can do full e-commerce sites. We can do everything and then get that website on the first page of Google and focus the whole process on return on investment. So excellent, excellent. Well, this is the end of podcast number 72. You have been listening to Internet Marketing, the Unknown Secrets of SEO Podcast, and this won’t pay per click.
Paul: Yeah. [Laughter]
Chris: We really appreciate you guys out there. Make sure you send us emails. Make sure you go on to iTunes, create an account, and submit a wonderful review just like Matt, was it? Just like Matt did.
Paul: Just like Proactive Patrol.
Chris: Proactive Partrol.
Paul: And Newbie Noob, New Scooby-doo?
Chris: NetNoob. We appreciate you guys listening. I don’t have anything.
Paul: [Laughter] Yeah, man. I feel like I’m just a scatterbrain.
Chris: This is such a week ending. Let’s have it drag on for another minute just because…
Paul: Somebody is listening to this like, “This is just painful.”
Chris: “You guys stop. This is annoying. You are clearly not professionals at anything you do.”
Paul: [Laughter] That’s what’s up.
Chris: “Could you please end the podcast. I want to hear the Goldmine song now.”
Paul: Like how do you come in here? These guys are crashing the party. Listen to this. You can hear the [Whistles].
Chris: My name is Chris Burres.
Paul: And I’m Paul Hanson.
Chris: Bye-bye for now.