Why should I hire an Pay Per Click, PPC, Expert?

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Seventy-Second Internet Marketing Podcast August 20th 2010. Second page of Show Notes

Why should I hire an Pay Per Click, PPC, Expert?

Chris: All right. So we got some this is awesome, on Twitter. We actually have an iTunes. I’ll get to that in a second, a new iTunes review. On Twitter, we got this. “Love the podcast. I’m sure I’ll be able to coach some tips on my new Twitter account and give you some link love.” That’s what’s up.


Paul: And that is what’s up. That is what’s up. You are correct. That is currently what’s up.


Chris: And what was from NetNoob, N-O-O-B. I like that. The next is “Just finished 71. My iTunes only has up to 64. Update it, dudes. Don’t be a pair of douches. Love the podcast but the news is old.” And this is from Dave2511. I’ve never been so proud to be called a douche.


Paul: There you go.


Chris: You know, that’s pretty cool, referencing our own podcast to insult us. That’s awesome.


Paul: That’s what’s up.


Chris: That’s awesome.


Paul: That’s very cool.


Chris: Very cool. And I’m working on it. So I’m trying not to be a douche and, you know, Dave2511, you couldn’t come up with anything more creative than that really?


Paul: Yeah [Laughter].


Chris: Come on, don’t be a douche. Snap! I love that. All right, on iTunes, we’ve got “This show is absolutely wonderful. Can’t be beat. Great job, guys.” And that’s from Proactive Patrol.


Paul: That’s Matt Dixon. What’s up, Matt? I got from phone call from Matt, an awesome phone call. We talked a little bit. I don’t want to really pub Matt right now because he is making some changes to his website. Matt, once we get that website the way it needs to be, you will get all the pub and link love that you deserve. What’s up, Matt?


Chris: And especially because he says, “I am definitely after your SEO expertise.” That’s obviously not in the review. That’s in the email he sent. So yeah, we give love to people who use our services.


Paul: That’s what’s up, Matt.


Chris: So we have information. I have no idea what time we started so this could be the longest podcast in history. We have some really valuable information. You noticed at the beginning of this podcast, I specifically said “Internet Marketing, Unknown Secrets to SEO,” and actually, this particular episode of our almost should be award-winning podcast could be called “Unknown Secrets of Pay-Per-Click.”


Paul: Okay.


Chris: ‘Cause we’ve been talking the last couple of podcasts, we are doing a lot of balancing of pay-per-click and SEO because it’s the best way we feel to give great value to clients. And so in that process of that, we’ve got a great technical partner for our pay-per-click and we get a lot of knowledge from them. We basically steal it.


Paul: Mm-hmm, then say it’s ours.


Chris: And then say it’s we’re about to say well, this is an article from WikiHow and the article I don’t even know how WikiHow works. Apparently, it’s like Wikipedia. They can start an article and then other people can add to it and so maybe I should we could add to it ’cause I got a couple of comments about some lame, some douchey aspects of this article. But it was originated by Vishal, just Vishal, no, Lily Vishal and I’m…


Paul: Yeah, I’m not even going to try.


Chris: I got to be honest. Two other Indian…


Paul: Names. [Laughter]


Chris: Dudes or dudettes. And the way you can find it is just Google “how to start a successful pay-per-click campaign.” It is on WikiHow. And what we decided to do, we’re going to turn it up a little bit, right? This is “how to start a successful” or “start to manage a successful pay-per-click campaign.” We’re going to turn it around just a little bit and say and point out which aspects of this. So there’s 15 points on here, not 50, don’t worry. It isn’t the longest podcast in history. And of these 15, how many of them really require, not require but you turn over.


Paul: Should you do, yeah.


Chris: Yeah, how many should you do. That’s a great way to put it. How many should you do and how many of those 15 should you farm out to somebody else or hire an expert to do.


Paul: And we know we can actually do the same thing for SEO.


Chris: Yeah, that’s true.


Paul: We can do the same thing.


Chris: That’s a good idea. Let me write that down, next podcast.


Paul: Okay [Laughter].


Chris: All right. So do you want take step number one?


Paul: Step number one I thought should have been step number one, one of the most important things. You need to define a budget.


Chris: And we’ve talked about this before.


Paul: Yes. I mean, whatever you do in any kind of marketing period SEO, you need to have a budget that says, “This is my budget.” I mean really, really think about it. What percentage of your revenues are you really looking to use towards that budget? How much are you going to you can break it down to this is my budget per month, how much do I want to spend per day, and how do I want to do it? I want to spend x dollars per hour. So define your budget. Make sure that it is a realistic budget. Look at other keywords and you can tell. Use the Google I use them almost every day.


Chris: Adwords.


Paul: Keyword selector tool and find out hey, how much of the words going for in my industry? Is it 50 cents, a dollar, $5, $10? You know, if you’re an attorney…


Chris: 18.


Paul: Exactly! I’ve seen keywords that are coming up at, you know, $25, $28. So base your budget, you know, and I’m a firm believer that in PPC, you get what you put into it. So if you have a $5 keyword and you’re willing to put $100 into it, you’re going to get what, 20 clicks over a month?


Chris: Yeah.


Paul: Of 30 days?


Chris: But that’s not going to turn anything.


Paul: Yeah.


Chris: We did a podcast and we talked about one of the things not to do on pay-per-click and it was not to take a small amount of cash, throw it at the wall, and see if it sticks.


Paul: And see what sticks, yeah.


Chris: So the number one thing, and this would actually be kind of what I would say is have an organized methodology to your pay-per-click.


Paul: Yes.


Chris: Now, define a budget. Should that be done by them or should they get an expert to do that?


Paul: I would probably say you want to get an expert who has ran campaigns before, who possibly has run something in your industry before, and can actually look at some research and say, “If you put x dollars into this pay-per-click campaign, you could have success, or if you put y dollars into it, you will not have success and these are the reasons why.”


Chris: Well, and one of the things that, and let me insert a clause here, about to steal technical partners information. One of the things that we have learned here at E-Webstyle is that there are two things that can cause a pay-per-click campaign to fail. One of them is underbudget. The other is overbudget. And really, overbudget doesn’t fail in the sense that you’re not going to get clicks. Overbudget means that you’re just paying too much and underbudgeted means that you’re getting 20 clicks a month and so that’s a little bit underbudgeted or substantially underbudgeted.


So, you know, from the context, yes, internally in your company, you need to define and we recommend if you’re a business owner out there that you actually say, “You know what, I’m going to commit 10%. I’m going to commit.” We were working with a company now. 28% of their revenue goes towards advertising of some sort or another. It’s a pretty good-sized company. As you can imagine, we’re pursuing them pretty heavily.


Paul: And I’ll tell you this and I think that anyone can take if you’re a mom-and-pop, you’re a one-man operation, you can take a lesson from that and we’ll say 30% of their budget, of their revenues, go back into their marketing. So think about that, you know. I talk to people all the time that they’re like, “Oh, that’s too expensive. That’s this or that.” You know, really think about it.


Chris: What percentage is it?


Paul: Yeah, what percentage of what Paul is pitching me is what percentage of my revenue? But think about it from the standpoint of you need to invest in your business to bring a return on your investment if that makes any sense at all.


Chris: I think it does absolutely. And, you know, some people don’t think about okay, what am I going to put right back in the business and it’s one of those things that you say, “I’m going to put 10% and that’s before I pay my” when you’re a business owner, you pay yourself first and then the next amount goes to your advertising and then the rest goes to whatever it needs to run your business and increase your value.


Number two, make a list of keywords. Now, they got a little liberal with like number two, three, four, and five so we’ll kind of go through this. Okay. Make a list of keywords.


Paul: And finalize.


Chris: Right. So yeah, the next one is finalize keywords. Number four is bid on the right keywords and the fifth one is you separate keywords for well, no, fifth one doesn’t count. So three, bid on the right keywords. Four, we could take out of there that’s just stupid. Obviously, you’ve made a list of the right keywords, you’ve finalized your keywords, so you’re going to bid on those keywords, and hopefully you don’t have the wrong keywords in your keyword list. Now, so we’ll just call this number two and three. Make a list of keywords, finalize keywords.


Paul: Bid on the right keywords.


Chris: Is that something that they should do themselves?


Paul: I would seek help from a qualified professional when choosing your keywords. You can select, and this in internet marketing pay-per-click, SEO. You can do keywords. Okay, I’m Joe the plumber. I’m going to go for “plumber.” Okay, that’s what everybody wants. Yeah, everybody wants the word “plumber.” And maybe I’ve done a little research now and I want to go after “Houston plumber” ’cause I’m in Houston and I don’t want my PPC ad to show up maybe in New York. Okay. So I should go after “Houston plumber.”


Now, you need a qualified professional who is going to be able to tell you this is the competitive nature of this keyword and this is possible in both SEO and PPC. The competitive nature will tell you relatively how many other people are out there bidding on this particular keyword. A professional can tell you, “Hey, this is what it’s going to take. This is how much budget it’s going to take to get this keyword in a good position to get a return on your investment.” So I would say you can do it yourself. I will probably say do it yourself, hand it to a professional, and say, “What do you think about this?”


Chris: Right. And I think if you ever followed the process that we go through when we’re identifying keywords, we always talk about the first thing we want to do is truly understand what your business does and we really start that process with our two questions. What do you make the most on and what do you sell the most, right?


Paul: Yes.


Chris: When you start talking about that, you start opening a dialogue and I think we have mentioned in this podcast before, the same is true for pay-per-click as it is for SEO, which is the first three most important things are keywords, keywords, keywords. So you want to make sure that you’re getting expert input into this. As a company that you might outsource to hopefully, we have to work with you. And I tell you, the company that did it was at the plumbing or there was a new term for their service that other people would look up that they knew that and we didn’t. And so it was without that dialogue with that company that we’re able to determine hey, this is a keyword that we really should go after.


Paul: MEP.


Chris: MEP.


Paul: Mechanical electrical plumbing contractors.


Chris: And we would have never thought of MEP, right, where people who are looking to hire that company would use that terminology. So in some regard, this is not a process that goes without your help. It’s a process that very instrumentally requires your input and then you should have experts because we look at things like, you know, Texas Orthopedics. They’re an orthopedic surgery center in Tomball just north of Houston here, and when they were coming to us for keywords and we’re defining keywords for them, I kind of honed in in one meeting about you know what, your guys are focused on customers. What’s the value of a referring doctor? And let’s make sure that in our key list are the words that a referring doctor of course a referring doctor, doctors are so busy, would have handed it off to his PA or something. That PA is going to go to the internet. What are they going to type? Are they going to type a super fancy kind of knee replacement that’s done there? You know, whereas a general user is going to be like knee replacement and a PA might type in whatever, Dr. Spock’s 123 knee replacement. So those technical terms are an important part of the keywords involved in that campaign and it’s kind of what you know about your business and what input.


Now, if you guys are running a pay-per-click campaign, we just recently got a pay-per-click campaign. They were working with somebody else. They were paying $18 a click. If you guys are paying $18 a click, I don’t even care what industry you’re in, give us a call. It may be right ’cause there are some industries that are that high, but give us a call. Let’s find out. Let’s make sure that $18 a click is the right thing to be doing. And I was going somewhere else with that.


Paul: Right. [Laughter]


Chris: And that’s the time for point number five. So, so far, let me get this correct. Number one and two, three, we’ll call it 2A, really, you should have an expert to help you with this.


Paul: Yes.


Chris: Okay.

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