6 Ways to Kill it on Google Display Network

Google Display Network a bit intimidating?  No problem, Chris and Chuck have your back!  Tune in to learn all about remarketing campaigns, targeting, and how (not) to advertise on mobile games.

In the Potatoes:

  • Your favorite segment of the program is back, the ALGORITHM CATACLYSM
  • Yext debuts a new program
  • Should you build your own laptop?
  • Uber’s CEO quits!

The article this week is “PPC 101: 6 Tips to Supercharge Google Display Network Performance“, by Ben Wood over at Search Engine Journal.

2017-0203 Podcast 359

 

Chris:                  Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.

 

Chuck:                I am Charles Lewis, your Client Results Advocate.

 

Chris:                  Welcome back to another fun-filled edition of our podcast, this is podcast number —

 

Chris & Chuck:  359.

 

Chuck:                Man, hold up! That is a pretty cool sounding number.

 

Chris:                  That number just keeps going up every week. I remember I was talking to somebody and we’re like, “when’s your sister’s…? How old is your sister?” And he was like, “I don’t know! It keeps changing every year!”

 

Chuck:                Yeah, it should, you know?

 

Chris:                  If you’re lucky right?

 

Chuck:                Yeah.

 

Chris:                  As always, we have a tip from our previous podcast, and that tip is, “Use click bait in your product page title.”

 

Chuck:                Yeah, product page title right? So you got an e-commerce site and each product has it’s own page right? Use some click bait. Chris, what is click bait? “Click here,” “Free Shipping,” “30% off,” whatever that bait is that entices people to click, use it in your page title, should drive up click-throughs to that page.

 

Chris:                  Boom. Alright, please remember we are broadcasting live from Houston, Texas and Chuck and I, we are your friendly local neighborhood —

 

Chris & Chuck:  Top Position Snatchers!

 

Chris:                  And our mantra is–

 

Chuck:                Do not be a douche.

 

Chris:                  Don’t be a douche. Hey, we have a good article that we’re talking about today.

 

Chuck:                Man, got a great article called, “PPC 101: 6 tips to supercharge your Google Display Network performance.” 6 tips to supercharge, right? Wanna amp up your Display Network.

 

Chris:                  The Display Network, yeah.

 

Chuck:                Shout out to Ben Wood and the good folks over at Search Engine Journal. We’ll get into that in a minute.

 

Chris:                  Alright, Ben. Hey, if you’re in a position to have some sort of electronic device, go ahead and tweet now. Chuck, what should they tweet?

 

Chuck:                You should us, right? Use the hashtag #SEOPodcast, tag us in it, @eWebResults, @BestSEOPodcast, that way we can follow you back and do all of our social networking stuff.

 

Chris:                  Excellent. So if this is the first time you’ve listened to this podcast, howdy, welcome, thanks for joining us by the way.

 

Chuck:                Glad to have you.

 

Chris:                  Yeah, if you’re listening, you can actually watch it. We broadcast live on Fridays and you can get the video on YouTube, so if you need to change it up and not just listen, you can do that. And if you are watching today, you would notice that there is actually a tear tattoo.

 

Chuck:                Yeah, I heard the gun, it was the loud gun.

 

Chris:                  Yeah, it was the loud one, yeah. The tattoo gun.

 

Chuck:                Oh man, he’s getting tatted up in there.

 

Chris:                  It was rough. Every time we go a week without having a tattoo, we get a tear tattoo on my eye. It’s–

 

Chuck:                After we get a review, then he gets a tattoo.

 

Chris:                  Review, yeah. What did I say?

 

Chuck:                You said a tattoo for a tattoo.

 

Chris:                  It’s a long day. I’ve been a little under the weather. Alright so, the other thing is, we do run a contest.

 

Chuck:                Yeah.

 

Chris:                  We’ll do “Contest” and the way the contest works is: if we get a review and we get 10 shikos…

 

Chuck:                A shiko is an eWebResults branded term for social engagement. It stands for shares, likes, and follows. Shiko.

 

Chris:                  If we get 10 of those on any one of our platforms and a review, then we don’t tell you how to write a review for us, ‘cause as know, I mean, there’s some details in that.

 

Chuck:                Kinda come with some in– yeah.

 

Chris:                  Since we didn’t get a review, we will describe to you how you could leave us a review and save my cheek from another tear tattoo.

 

Chuck:                Yeah.

 

Chris:                  There are lots of ways you can do it. One of them has three steps: All you need to do is go on to iTunes, create an account and write a review. Hopefully you make that review–

 

Chris & Chuck:  5 stars!

 

Chris:                  And if you do write a review on iTunes, go ahead and send us an email, let us know that you wrote a review on iTunes and we’ll make sure to get it on the air.

 

Chuck:                Yup.

 

Chris:                  Next, you could leave us a Facebook review. All you need to do is go to Facebook.com/

 

Chuck:                eWebResults

 

Chris:                  And click the little stars and then click the “write a review.”

 

Chuck:                Yeah.

 

Chris:                  And Boom! Hopefully you’ll make that one–

 

Chris & Chuck:  5 stars!

 

Chris:                  Next is Stitcher. The best way to get to Stitcher is actually to go to our page–

 

Chuck:                Click on “SEO Podcast.” Once you get to the podcast page, right? In the sidebar you’ll see the Stitcher logo, click that, you’ll get to the Stitcher page. Right at the top there’s a write a review button, hopefully that review will be–

 

Chris & Chuck:  5 stars!

 

Chris:                  We probably should just make an eWebResults.com/Stitcher that get’s them forwarded over there. And then finally on G+, G+ has all these numbers and slashes and…

 

Chuck:                And IDs and codes…

 

Chris:                  A plus in it. You don’t wanna do that. All you need to do to find our G+ page where you can leave us a review, is go to eWebResults.com/

 

Chuck:                Google+

 

Chris:                  or /

 

Chuck:                Googleplus

 

Chris:                  or /

 

Chuck:                G+

 

Chris:                  or /

 

Chuck:                or Gplus

 

Chris:                  And all of those will take you to our Google– it’s actually a search engine result page, where the pop-up comes up that says, “hey, write a review now.” And you can check out our 90 reviews that are sitting there right now, and obviously we would like you to make that–

 

Chris & Chuck:  5 stars!

 

Chris:                  Alright, so that’s how you leave us a review. We would appreciate if you shiko us, actually.

 

Chuck:                Yeah, then we won’t have to do that part again.

 

Chris:                  Exactly. Again, 10 shikos and 1 review, we skip that section. The places that you can shiko us are: Facebook.com/

 

Chuck:                eWebResults

 

Chris:                  Twitter.com/

 

Chuck:                eWebResults

 

Chris:                  Instagram.com/

 

Chuck:                eWebResults

 

Chris:                  YouTube.com/

 

Chuck:                eWebResults

 

Chris:                  and LinkedIn.company– .com/company/

 

Chuck:                Yeah, don’t go to that URL, you will not find that page.

 

Chris:                  You could try.

 

Chuck:                /eWebResults.

 

Chris:                  You’ll figure it out. Hey, if you are a PHP genius, and actually are smarter at WordPress and PHP than I am at reading our own profiles, we’re probably looking for you. Go ahead and leave an audio résumé, 713-510-7846. If you’re looking for a free comprehensive website profit analysis.

 

Chuck:                Profit analysis.

 

Chris:                  We have one of those for you. All you need to–

 

Chuck:                Yeah, is your website profitable?

 

Chris:                  Yeah.

 

Chuck:                Like, have you looked at some numbers and realized how many goals are being completed, how many leads are being generated from your site.

 

Chris:                  Yeah.

 

Chuck:                Maybe you are and you don’t know how many you’re getting. You need a profit analysis.

 

Chris:                  Yup. All you need to do is go to our homepage, eWebResults.com and there is a green button, you can’t miss it. Go ahead and click that button and fill out the information. That’s our free website analysis– profit analysis. It’s time for the favorite segment of the program–

 

Chris & Chuck:  The Algorithm Cataclysm! Pwoofshh!

 

Chris:                  Oh, that was good.

 

Chuck:                Man, I hadn’t had any Cataclysm in a while.

 

Chris:                  Yeah, it’s been a while, yeah.

 

Chuck:                It’s been a while.

 

Chris:                  Ever since they went like real-time, they haven’t–

 

Chuck:                Yeah, and this Cataclysm today is not necessarily Algorithmic based, right? So this didn’t necessarily change what those results do, but it did change what the results look like.

 

Chris:                  Right.

 

Chuck:                It did change what the results look like, right? So you remember last year when they adjusted the search engine results page, they removed the right side.

 

Chris:                  Yeah.

 

Chuck:                Right? Then they removed the shopping ads, right?

 

Chris:                  Right.

 

Chuck:                So now, if you go do a search for like a product, let’s say like bicycles, or Nike shoes, or Jordan shoes, or whatever it is, then you get a product carousel.

 

Chris:                  Right.

 

Chuck:                You get the product carousel that you can swipe through now and look at different products and still ties in to Google Merchant and to the whole shopping experience. So pretty cool experience, I think the carousel has proven more effective than the actual kinda grid display did.

 

Chris:                  Yeah.

 

Chuck:                So I was actually pleased with that because not showing products in a product search kinda sucked Google, and so I’m glad that you brought that back in the carousel form.

 

Chris:                  I actually saw something– well, I was on the phone with a prospect, I pulled up a search, and it was like: ads, organic, which isn’t normal anymore, right? And then map, and then more organic, and then there was some other section, man I should’ve–

 

Chuck:                It wasn’t ads?

 

Chris:                  It wasn’t ads, it was before ‘cause it was: organic, that section, and then more organic, and then potentially ads and next page. I mean it was probably 25 listings on that page. I should’ve taken a screenshot of it, I was just in the middle of talking to a prospect. So if I catch that again, yeah I’ll take a screenshot, ‘cause that would be Algorithm Cataclysm as well.

 

Chuck:                At least you’re trying to diagnose what exactly that section is.

 

Chris:                  What happened? Why did that come up? So, you got some more…?

 

Chuck:                I got news.

 

Chris:                  Alright, let’s do news.

 

Chuck:                So I got one piece of news man, remember Duane Forrester?

 

Chris:                  Okay, yeah.

 

Chuck:                Duane Forrester, big guy, used to work with Bing, was kinda helping Bing move things along, then eventually left Microsoft and he was glad to just be out.

 

Chris:                  Right.

 

Chuck:                Not working, said he was just spending time with his family. Well anyway, he just joined Yext, VP of Industry Insight. So punch in the face to you Duane, that’s a good move for you and for Yext ‘cause Yext are actually debuting– demoing their new partner program.

 

Chris:                  Right.

 

Chuck:                Right now.

 

Chris:                  With some new features, it’s not just old Yext.

 

Chuck:                Yeah, it’s not even released to everybody.

 

Chris:                  Right.

 

Chuck:                Yext hit us up and said, “We’re trying it out, seeing how it’s working.” Got some pretty cool features in there, and I just know that with Duane there, yeah, the SEO value, the other things that they’re rolling out now will likely be for the benefit of the agencies and the clients working with those agencies. And then good look for you Duane, another opportunity to stay in your lane and do what you do best. And I know Yext is gonna have him at conferences and going around, so that’s a good look for him and for Yext, punch in the face to both of y’all.

 

Chris:                  Very cool, punch in the face. My news– actually I just really liked these two headlines, so I decided to bring them, “You can build a laptop out of open source components if you want a bad laptop.” I did not read the article, I just thought the title was good.

 

Chuck:                Yeah, self-explanatory, yeah. Buy a new laptops dog, know what that means.

 

Chris:                  The next title was, “Samsung’s Note 7 apology was full, humble, and nerdy.”

 

Chuck:                Yeah.

 

Chris:                  I like that.

 

Chuck:                It needed to be.

 

Chris:                  Yeah. And then finally Uber. The Uber boss quit Trump’s advisory board.

 

Chuck:                I figured he would.

 

Chris:                  Well, so I have an interesting– So Elon Musk decided to stay and he says, “look, this is an advisory board, I’m giving him advice. Whether he takes my advice or not is an issue,” right? Clearly not taking advice, I would argue, “and it isn’t me saying, ‘I support what he’s doing,’ by being on that advisory commission.”

 

Chuck:                I get it, but the only difference between Uber owner and Elon Musk, ‘cause you know, Elon Musk is a– whatcha-ma-call-it?

 

Chris:                  Like the owner, CEO, Tesla.

 

Chuck:                Tesla!

 

Chris:                  Right.

 

Chuck:                And so the difference between them– Tesla’s not getting deleted. Like everybody’s deleting their Uber apps, and banning Uber and not using it. Nobody’s doing that with Tesla, and so Elon can, of course he can say that.

 

Chris:                  Yeah.

 

Chuck:                Let everybody return their Tesla.

 

Chris:                  I do like the principle of– and this is like the famous book The Art of War, or it’s some book I read on negotiating. Was about, look if there’s any possibility, even any remote possibility to accomplish something, then you should go to the table.

 

Chuck:                Yeah, I mean communication has to happen.

 

Chris:                  So now he’s not at the table, which if he’s got opinions that you and I would appreciate, which he probably does, then now he’s no longer at the table and that’s a loss for everyone.

 

Chuck:                I disagree.

 

Chris:                  Now I know why he did it, but if he can’t get at the table and voice his opinion, which he isn’t gonna be able to do now, then you’ve lost a voice of reason at a table of insanity?

 

Chuck:                Exactly yeah, the table of insanity talking to a brick wall. And not just that you know, when you consider like Amit Singhal dude from Google, and all of these other top dudes who obviously emigrated, you know what I’m saying?

 

Chris:                  Right.

 

Chuck:                The fact that you’d be on an advisory board for a company who’s banning immigration, I totally get it. He had to represent for his new employees and for his staff and take a stand.

 

Chris:                  I get it.

 

Chuck:                I get it too, it’s both sides.

 

Chris:                  I get it. I also wish he was at the table still, alright.

 

Chuck:                ‘Cause he could fight for those same immigrants and put–

 

Chris:                  Or try, at least try.

 

Chuck:                I get it.

 

Chris:                  Which is fight, right? So anyway, I thought that was interesting, I knew we would have slightly different opinions on that.

 

Chuck:                Yeah, I get both sides.

 

Chris:                  Yup.

 

Chuck:                I get both sides. I just know that Elon Musk and the other six companies who were also on that advisory board, they’re not being rejected and deleted and it’s not like Uber.

 

Chris:                  Right, right. It’s not impacting their business. Here take–

 

Chuck:                Their business, their staff, their employees, everybody.

 

Chris:                  Take the keys to my Tesla, because of your sitting on the board.

 

Chuck:                Exactly.

 

Chris:                  And Elon Musk is an out there character anyway, so. And then we’ve got one question. This is from Marcus Fox, who was actually on Facebook Live. Hey Bruce, thanks for tuning in, and Marcus who I think maybe dropped out, and maybe he’s back.

 

The question is, “The question for you guys for later,” ‘cause he sent earlier today, “now that Google is indexing mobile first, is it time to abandon desktop optimization?”

 

Chuck:                No!

 

Chris:                  No!

 

Chuck:                That’s it.

 

Chris:                  Well, probably not.

 

Chuck:                No.

 

Chris:                  Almost absolutely not.

 

Chuck:                No.

 

Chris:                  If zero traffic comes to your website from a desktop– which is a no. If you got to that point, then you could forget about it. You’re never gonna get to that point.

 

Chuck:                Now, I will say this, maybe you know, over 50-60-70% of your traffic is coming from a mobile device, then you should definitely optimize for a mobile.

 

Chris:                  More time, yeah.

 

Chuck:                Like you should be investing in AMP pages, you should be making extremely mobile-friendly pages and doing things like that, but don’t omit desktop.

 

Chris:                  No, no.

 

Chuck:                Just can’t do it.

 

Chris:                  Until you get zero traffic, which is not gonna happen.

 

Chuck:                Now, I’m gonna tell you now, the two clients that I met with today– and I got about 16 more to meet with over the next two weeks, going over their numbers. Both clients that I looked at today, we looked at their device overview report, and one client is a mosquito company here in Houston, they had these kinda cool misting systems, 80% of their traffic was desktop. The other was an app developer, right? And they deal with commercial apps and building mobile apps and executive dashboards and things like that. 70% of their traffic was desktop also, and so…

 

Chris:                  Yeah, gotta keep optimizing for desktop.

 

Chuck:                Yeah, you gotta keep desktop right now.

 

Chris:                  Absolutely. Alright, that’s all the news and the lack of review that I have, so that is– you have a little bit more?

 

Chuck:                I got some PITFs.

 

Chris:                  Alright, some PITFs.

 

Chuck:                I got some PITFs. So this PITF– I got two PITFs. This one goes to Kerry Shellborn, she hit us up on Twitter, she’s @kshellborn. She says, “I haven’t been disappointed with an episode yet. Thanks @eWebResults…”

 

Chris:                  I gotta say, even when 30?

 

Chuck:                She says, “Thanks @eWebResults for the SEO tips. #retailers #SEOPodcast 358.” She’s watching the last one. Punch in the face to you Kerry.

 

Chris:                  Boom!

 

Chuck:                Appreciate it. This one here goes to Andy. He hit us up on Twitter also. He’s @ThatAndyG, he says, “@eWebResults Chuck mentioned a tool called Zeno, or something sounding like that in episode 357 of the #BestSEOPodcast. What’s the real name?” Andy, great question. It is Xenu, but it’s spelled XENU. It’s from a company called Link Sleuth, and so if you search, “Link Sleuth, XE–”

 

Chris:                  Or Xenu, XENU, yeah.

 

Chuck:                Or yeah, if you search “Xenu,” XENU, that’ll take you– It’s like an old software, the graphics are kinda outdated, but works really really well.

 

Chris:                  Yeah.

 

Chuck:                It’ll index your site, lets you export a CSV, with all of your URLs, links, and titles, and descriptions, and how many links are coming in to those pages, how many links are going out from those pages. Pretty cool tool, I use it for link analysis, I use it to create 301 redirects spreadsheets. So yeah, Xenu, XENU. Hopefully that helps.

 

Chris:                  See that’s a very good tool, and they’re not a sponsor, yet.

 

Chuck:                Yeah, they’re not a sponsor yet. Cut the checks Xenu.

 

Chris:                  Alright, that is– oh you got more?

 

Chuck:                Nah, that’s it.

 

Chris:                  That is the potatoes. Let’s talk about supercharging your display in the meat of our podcast.

 

Chuck:                Yeah, yeah.

 

Chris:                  Which starts now.

 

Chuck:                Yeah, yeah. It starts right now. So punch in the face to Ben Wood and the good folks over at Search Engine Journal. He posted this article, “PPC 101: 6 tips to supercharge Google Display Network performance.” I use Google Display Network.

 

Chris:                  Yeah.

 

Chuck:                For the sake of this we’ll call it GDN. I’m not gonna say Google Display Network so many times.

 

Chris:                  Display Network all the time.

 

Chuck:                But I use GDN all the time, matter of fact, it’s kinda a standard part of our process. Every PPC campaign at the very least gets a remarketing GDN account.

 

Chris:                  At least, yeah.

 

Chuck:                At least that, and so matter of fact he goes in to kinda talk about GDN, he says, “The Google Display Network ‘GDN’ is the largest contextual advertising network available on the Internet. Consisting of millions of websites.” He’s right, this is a huge network. Way bigger than Facebook or YouTube or anything like that. This network is so big and it’s full of display. Matter of fact, it runs on YouTube and other Google properties also.

 

Chris:                  Yeah.

 

Chuck:                And so, when you think about like AdSense, right?

 

Chris:                  Yeah.

 

Chuck:                And you know how AdSense works, right? If you got a blog and you wanna make some extra dollars, you can put some AdSense in the corner, like maybe in some widget or something like that, and then on your website, your AdSense plugin begins to show Google Display Ads. You have officially put your site inside the Google Display Network once you did that, and so when you consider how many people have done that, you can understand how big this network really is. Matter of fact he says, “it can reportedly reach 92% of all Internet users on the US,” they got a link to that, you might wanna check that out. In fact check it, but it’s probably right. 92% is a lot, but there’s a huge network of sites there.

 

He also says, the “target audience is browsing websites, they may not necessarily be in ‘shopping mode’,” and that’s the one key about GDN is that you run the risk of running up ad dollars and spend for people who may not necessarily be the most targeted person, they may not be in the mood to shop or convert or take action right then. However, it’s still a necessary strategy to go with and I suggest you do it.

 

Chris:                  Especially the remarketing. At least the remarketing.

 

Chuck:                And he starts off with number 1, “Remarketing campaigns.” So this is one of the first reasons why you wanna supercharge your– this is one of the first tips for why you wanna supercharge your Google Display Network performance. He says–

 

Chris:                  You see Steve Briskman just tuned in.

 

Chuck:                Man Steve, what’s good man?

 

Chris:                  Steve, how’s it going?

 

Chuck:                He says, number 1, “Remarketing campaigns,” right?

 

Chris:                  Yeah.

 

Chuck:                He says, “Remarketing allows you to deposit a cookie via the browser of your website visitors.” And then, “You will then be able to display ads targeting those website visitors whenever they visit other sites also on the GDN.” Right, so what happens is, if you wanna move forward with some remarketing, you put some coding on your site that you can get from Google AdWords or if you’re using Google Tag Manager, which is the recommended way, set that up and then you can create your audience, right? And then once people start visiting your site, you start building up this audience of visitors.

 

Chris:                  Yeah.

 

Chuck:                Now you can take the time to go ahead and segment those visitors, so maybe people who hit your AC page get on one list, people who hit your heating page, they get on another list, and then you have a kind of generic list that you may just wanna take advantage of for branding.

 

Chris:                  At least do a generic list.

 

Chuck:                At least, at the very least.

 

Chris:                  At least do a generic.

 

Chuck:                We kinda do that by default with every site launch. Whether you’re gonna move forward with paid or not, we’re gonna start building this list just in case. Look, I’ll tell you this, remarketing like I said, is standard with all campaigns, and you should run them on YouTube. YouTube is a great place to run those remarketing ads, ‘cause YouTube is the one place where they’re watching this video and this ad is in front of them, and so they’re forced to watch at least the first 4-5 seconds of it. And so you have a higher likelihood of getting that conversion, specially if you targeted it right.

 

I’ll say this ‘cause we do do the generic ones, if you can segment those ads, segment your list like I was giving earlier.

 

Chris:                  Oh yeah.

 

Chuck:                People land in your AC page then put them on an AC list, you have a higher chance for conversions once they begin to see AC related remarketing ads or heating related remarketing ads, so take advantage of it.

 

Those generic lists, they work great. Those work really well for like branding, right? You just wanna get your logo plastered everywhere at a really really low cost per impression and low cost per click, then take advantage of it.

 

Chris:                  It’s so affordable, yeah.

 

Chuck:                It’s so affordable.

 

Chris:                  And by the way, it feels really good when you know that a competitor visits your website, and then your branding follows that competitor for the next 90 days. They’re like, “these guys are spending a ton of money.”

 

Chuck:                And they’re really not.

 

Chris:                  “They’re everywhere!”

 

Chuck:                And it’s happening. It’s happened to me all the time. Every time I go search for shoes, or search for a shirt, or search for a hoodie, search for a new hat, whatever I may be looking for, even something on Amazon, if I don’t buy it, Amazon has a huge GDN budget. As soon as you leave Amazon, and begin surfing the web, you will see ads for the product you just was looking at. It always happens.

 

Chris:                  Number 2!

 

Chuck:                Number2, “Target similar audiences,” right? We’re talking about Google Display Network. He says, “Target similar audiences.” He says, “Similar audiences allow you to increase the reach of existing remarketing campaigns to drive new users to your site who have similar browsing habits as the website visitors.” Right, so similar to the segmented ads, except you didn’t segment it, but now you still wanna target them, right? And so, you can target them with a different kind of GDN filter called Similar Audiences.

 

What is the similar audiences? Well, it allows you to do just what he said, reach existing people who have a similar browsing habit. So maybe the person who’s on your remarketing list goes to a certain set of sites, they look at– they do a certain type of search and then maybe people who are affiliated with them, who do the same type of search, who visit the same type of sites, well they end up seeing those same remarketing ads, even if they’re not on your remarketing list, but that’s because they are part of a similar audience.

 

Chris:                  Right.

 

Chuck:                Take advantage, check the box, it’s totally worth it. For example, maybe you’re showing AC repair remarketing ads, right? And so maybe your ads will begin to show to people who are looking for heater repair. They may show for somebody looking for HVAC maintenance, right? because there’s a similar audience even though there’s not your specific search term and not the specific segment you created. Still a similar audience and definitely a worthwhile click at a low cost. Take advantage.

 

Chris:                  Absolutely. Number 3!

 

Chuck:                Number 3, and we’re talking “6 tips to supercharge your Google Display Network performance.” The third tip is, “Focus on Placements.” I love placements.

 

Chris:                  Oh yeah.

 

Chuck:                Placements are something you should take advantage of. He says, “By targeting placements, you’re able to select exactly which sites,” right? “You want your ads to be displayed on, so it’s a safe option for advertisers just really branching out into display.” Great point here. Right, and maybe you’re new to Google AdWords or you don’t– maybe you got a small budget, and so you don’t wanna necessarily just go all in. Do placements, especially if you know the sites that your clients frequent, right? If your site’s always goes to CNN.com or whatever it is, then place your ads on CNN.com because that site is inside Google’s GDN and you can do that.

 

I always run placements ‘cause they’re a perfect way to dictate who sees your ad. I wrote a Pro Tip down. I’m gonna give you a Pro Tip. Pro Tip.

 

Chris:                  Free okay.

 

Chuck:                Free Pro Tip.

 

Chris:                  Okay, last free one for the show, maybe.

 

Chuck:                I might have one more. So, here’s a Pro Tip for your placements, and this is for anyone who’s doing any traditional advertisement, right? Let’s say you’re running commercials on TV, you’re running radio ads, maybe you’re running some print ads in some magazine or some newspaper or something like that. Look, that TV station where those ads are, that newspaper where those ads are, that radio station where those ads are, guess what they have? A website.

 

Chris:                  Display Network.

 

Chuck:                They have a website that’s running Display ads.

 

Chris:                  And guess what’s on that network?

 

Chuck:                Exactly.

 

Chris:                  The Display Network. And guess what Network it probably is?

 

Chuck:                Google! And so you can literally dictate those sites. Now here’s what you do though. You make your remarketing ads consistent with the promotion that you’re running on that station, and so that way, the same people who watched that station will likely visit that station’s website and then they can also see the same remarketing ads, similar to the ad that they probably watched. Oh good Pro Tip Chuck.

 

Chris:                  Man, that is a Pro Tip, yeah.

 

Chuck:                Here Pro Tip Chuck. That is a highly qualified lead right there. If they click it ‘cause they saw the ad…

 

Chris:                  Boom. And they click it because they saw the ad on TV and because they frequent that website and they see the add again.

 

Chuck:                Take advantage.

 

Chris:                  Yeah.

 

Chuck:                Placements can really work for you. Number 4!

 

Chris:                  Four!

 

Chuck:                Man, I like this one here. I learned this lesson the hard way. He says, “Look out for mobile games,” right? “Look out for mobile games,” and I really could’ve gave Google a kick in the shin right here because it wasn’t until recently, they made it kinda difficult to like opt out of having your ads shown on mobile games and apps and things like that. Which really sucked ‘cause we know that if I’m gaming, if I’m playing solitaire, I’m shooting pool, or I’m playing dominoes, whatever game I’m playing I have no interest–

 

Chris:                  If my kid’s playing Minecraft…

 

Chuck:                Exactly.

 

Chris:                  You do not need to market to him.

 

Chuck:                I have no intentions on clicking the ad whatsoever, especially not in a game. So you wanna– matter of fact he says, “check whether mobile games have been taking up a slice of your display budget,” ‘cause that’s what happened to me. You try to figure out, “Man! I got all these Display clicks and like this super high bounce rate, and no conversions, and no time on site,” Yeah, that’s because they clicked that ad on accident.

 

Chris:                  That was my son.

 

Chuck:                And then they hurry up and bounced. They couldn’t wait to get back to the game, and it’s just not a good look. I recommend turning it off.

 

Chris:                  Off.

 

Chuck:                I can’t think of any kinda reason to run ads in a game unless you sell games.

 

Chris:                  Yeah.

 

Chuck:                You’re selling games.

 

Chris:                  A similar game.

 

Chuck:                A similar game, then yes. Run this ad while I’m playing it, it makes sense. But if you’re an AC guy, or a Jordan guy, or a pool maintenance company, or a hard money lender, or whatever it is, there’s no need for your paid ads to be running remarketing–

 

Chris & Chuck:  In games.

 

Chuck:                Just don’t do it.

 

Chris:                  Yup. Sorry Google.

 

Chuck:                Not a good look.

 

Chris:                  Yeah.

 

Chris & Chuck:  Number 5!

 

Chuck:                He says, “Target in-market areas.” So “Target in-market areas.” So a little bit different from the similar audience. The similar audience is focusing in on people in-market.

 

Chris:                  And their behaviors, right?

 

Chuck:                And their behaviors in-market areas focuses on the subject matter.

 

Chris:                  Regions.

 

Chuck:                Exactly, in the region. He says, “in-market audiences are people whom Google has determined to be most interested in what you have to offer based off of their activity.” Right?

 

Chris:                  Right.

 

Chuck:                So it’s a little bit different from the similar audiences, but the key here is, they can work. Depending on what you sell, depending on what you offer, so for example– ‘cause it could also not work.

 

Chris:                  Not work, and not sell.

 

Chuck:                Like if you’re a service provider. I think target in-market audiences work well for service providers because the services are usually similar. If I’m in an audience for let’s say, pool maintenance and you show me a pool repair ad, it’s similar.

 

Chris:                  There’s some cross-pollination, yeah.

 

Chuck:                Yeah, I can definitely do it. However, if I’m in the market for Jordans and you show me an ad for Reeboks, I’m not clicking and you just wasted that cost per impression.

 

Chris:                  Yeah.

 

Chuck:                So you have to watch it and monitor it, and figure out where it’s going. Good news about in-market audiences is that they work with the placements, and so you can actually go in a step further and see where these ads are at, because maybe I’m showing on some Jordan sites and some Reebok sites. Maybe my ad is showing on a site that sells all, Jordans, Nikes, Reeboks, and everything. That’s the case I may still want my ad there, but if I’m showing on Reebok.com, for example, then you need to exclude that. You don’t want your Jordan ad to be showing there. And so the point is, test it, measure it, watch it, monitor it, and then make adjustments. It’s a good option to have, it could definitely increase clicks and conversions.

 

Chris:                  Yup.

 

Chuck:                And the last one.

 

Chris:                  Number 6!

 

Chuck:                Number 6. We’re talking, “6 tips to supercharge your GDN performance.” Number 6 is, Test Google sponsored– “Test Gmail sponsored promotions.” This is a good one, shout out to– oh my god, I’m thinking– forget the lady’s name!

 

Chris:                  What’s her name…? Her name is…

 

Chuck:                The chick at Google, who we just had a hangout with yesterday.

 

Chris:                  Yeah, there’s only one.

 

Chuck:                I’m sorry I forgot your name, but yeah, she was just going through this, about running remarketing ads and Display ads inside of Gmail, right? We’ve all been in Gmail.

 

Chris:                  We’ve all seen ads, yeah.

 

Chuck:                And you’ve seen the little ads right above the sponsored page– I mean right above the social or the promotions tabs, there’s ads right there. What better way to target somebody. Just like we pitch this all the time with our email marketing. That the inbox is still the most visited place on the internet.

 

Chris:                  Yup.

 

Chuck:                So why not show ads there, right?

 

Chris:                  Yeah.

 

Chuck:                Matter of fact he says, “ads appear in a Gmail inbox, above emails. Designed to look like a regular email, once clicked they expand to a full ad.” This is perfect.

 

Chris:                  Yeah.

 

Chuck:                And so you visited my site, ‘cause you had some interest in some AC repair and you didn’t convert. Sucks for you, but then you go check your email and then you see an ad that says, “Hey, we’re still ready to fix your AC.”

 

Chris:                  Yeah.

 

Chuck:                Or, “Come back and get that quote,” or, “Free consultation now.”

 

Chris:                  I mean if you make it look like an email, you say, “Here’s the quote.”

 

Chuck:                Oh man! Pro Tip. That’s the click bait from the tip we were talking about earlier.

 

Chris:                  Yeah! “Here’s the quote.” Boom!

 

Chuck:                And see then– now you’re already inside their inbox, right? And now that ad has a little bit more personal feel to it.

 

Chris:                  You’re in friendly territory yeah.

 

Chuck:                Hey, take advantage of it, remarketing and Gmail inbox is the greatest thing you can do. Now, all you gotta do is just collect those emails, right? You can’t do it to everybody ‘cause at the end of the day, it’s a Gmail inbox and so if they’re on Hotmail, or Yahoo, or MSN, or anything else it’s just not gonna work, right? But if they have a Google Apps account or a Gmail account, then you’re in business. So why don’t you do this? Export your CRM.

 

Here’s another Pro Tip, and we do this for everyone. I’m gonna start charging for Pro Tips.

 

Chris:                  Yeah, we need to…

 

Chuck:                Export your–

 

Chris:                  Ka-ching.

 

Chuck:                You go to your CRM, export all your contacts, right? Get them sort by email addresses and luckily Google– you can just upload them all. Anything that’s a Google account or a Gmail account is gonna keep, anything else is gonna kick out. Right, and that way you will have them on your remarketing list.

 

Part of that Pro Tip would be to take that same spreadsheet and run it through Facebook, get all your friends to like you. Run it through all your social platforms, make sure you’re connected with everybody who you’ve already done business with, right?

 

Chris:                  Yeah.

 

Chuck:                That’s the Pro Tip.

 

Chris:                  Yup.

 

Chuck:                I don’t think he had conclusion on here. Yeah, he had conclusion, and closing he said, “In order to generate optimal returns, advertisers need to make use of the ever-expanding targeting options,” and he’s right. Like Google is making all these changes and making it easier to target people, making it faster and more efficient to target people. Like we didn’t get into the automatic ad they’re gonna start doing pretty soon.

 

Chris:                  Right.

 

Chuck:                But you gotta take advantage of it. I totally agree. Only thing I suggest is that you be careful, I’ll give you guys one example, speaking of AC repair.

 

Chris:                  I wrote that as a note. Yeah, as he’s talking, yeah.

 

Chuck:                Me too! Be careful.

 

Chris:                  This is a good one.

 

Chuck:                We had a client, we had a– ‘cause all of our clients we allow them– we give them access to your AdWords.

 

Chris:                  We believe in transparency, right?

 

Chuck:                Exactly.

 

Chris:                  So the client has access to their AdWords account. They can do whatever they want. They know what the spend is, there’s no kinda black box, “Hey you paid us X and we’re telling you that you spent this money.” It’s transparent, yeah.

 

Chuck:                No. Log in, look at it, it’s your account. We just got access to it, we’re running everything, it’s on your dime.

 

Chris:                  Yeah.

 

Chuck:                You know, we just charge you to manage that, and so anyway, we had a client, it was AC Seasons, and he was trying to do something over the weekend, to get more traffic. He logged in, he turned on GDN.

 

Chris:                  With no restrictions.

 

Chuck:                No filters, no restrictions, no remarketing, no targeting. He just turned it on, and let his main campaigns show across Google Display, this was a Friday. So Sunday, he was calling my personal cell, panicking, “Oh my god, Chuck. I just incurred, you know, $6000 in clicks. Please make it stop!”

 

Chris:                  The picture I have is somebody who’s drowning and like getting up and is like, “Turn it off!”

 

Chuck:                Now luckily for him, he closed two big deals out of that. One was like 4K the other was like 6K, so it definitely paid for itself, but he was not expecting it. It hit his card hard, he has some cash challenges because of that, and so be careful when using Google Display Network.

 

Chris:                  Yup.

 

Chuck:                Man, punch in the face to you, Ben Wood and the good folks over at Search Engine Journal. “PPC 101: 6 tips to supercharge your Google Display Network performance.” Great article.

 

Chris:                  Awesome. Alright, do we have any What News?

 

Chuck:                No What News.

 

Chris:                  No What News. Alright, we’re just kind of excited here in H-Town, because the Super Bowl’s–

 

Chuck:                The Super Bowl is here!

 

Chris:                  Coming on Sunday! And I’m actually going to an event related, right? Tonight. It’s not a Super Bowl event, it’s just an event. The thing is called Club Nomadic and Nomadic has a Nomad moving from place to place. They go to a city like Houston that’s having super event.

 

Chuck:                A big event?

 

Chris:                  Build a two story club, and then they have like Bruno Mars. I’m gonna go see him tonight, so I’m pretty excited about that.

 

Chuck:                So there’s a lot of events. Shout out to all the Celebs down here. A lot of famous people and all the fans out here I’ve been seeing. Atlanta fans everywhere.

 

Chris:                  Yeah.

 

Chuck:                Everywhere. Which sucks that Houston Rockets lost to the Hawks yesterday. We were supposed to beat Atlanta, but anyway that’s another topic. Punch in the face to everybody at the Super Bowl.

 

Chris:                  Alright, and you’ve got a prediction right? ‘Cause I saw your ring post on Facebook.

 

Chuck:                Man look, and I’m a Texans fan you know for life, but back when the Oilers left Houston.

 

Chris:                  Right.

 

Chuck:                And we didn’t have a team, I became a Patriots fan.

 

Chris:                  Right.

 

Chuck:                Back when Drew Bledsoe was there. I remember when Tom Brady got the start.

 

Chris:                  Right.

 

Chuck:                And Tom Brady got four rings, he’s going on five. And I think he’ll probably get number five this Sunday. The only he won’t is if Atlanta Falcons play an amazing flawless game.

 

Chris:                  Flawless.

 

Chuck:                Flawless, yeah. They got to play a flawless game, and I just don’t think that’s gonna happen.

 

Chris:                  Yeah. That is the prediction. Alright so, if you liked this podcast, maybe it’s your first time, maybe you’ve listened to it before, we’re gonna ask you to do one thing: could you please go ahead and share this podcast with three people.

 

Chuck:                Three people right now.

 

Chris:                  We’re not gonna wait this time, but just go ahead and do that. Share it, shiko it.

 

Chuck:                Yeah, share it, tag them in it. Three people, preferably business owners, people who could benefit from the content we’re putting out, right? Someone who maybe has a website, or an e-commerce site, or thinking about starting one and could use these tips. Tag them in it, share it. We shall appreciate it.

 

Chris:                  Excellent, if you’re looking to grow your business with the largest simplest, marketing tool on the planet–

 

Chuck:                The internet.

 

Chris:                  Go ahead and call eWebResults for increase revenue in your business. Our phone number’s 713-592-6724. We actually have a program, we’ve just kinda come out with it, it’s called Instant Leads.

 

Chuck:                Leads Leads Leads…

 

Chris:                  Guaranteed.

 

Chuck:                Teed teed teed…

 

Chris:                  So the focus of– that’s awesome. The focus of it is PPC, right? We all know that PPC can drive instant traffic.

 

Chuck:                It’s pay-per-click.

 

Chris:                  Pay-per-click, you can get on the first page of Google tomorrow. Guaranteed to get you on the first page– you gotta spend a little bit of time, put the ad up, all that stuff. You wanna make sure you got a proper landing page. So what we do in this program is we make the landing page. So the process is: they search for your product or service, they see an ad saying, “Hey, we could do this with your product or service,” they click that ad, they land on a landing page that says, “Here’s how you take advantage of what we just told you to click,” and then they do it.

 

Chuck:                They convert, yeah.

 

Chris:                  High conversion rates, focused on leads, focused on Instant Leads.

 

Chuck:                Leads Leads Leads…

 

Chris:                  Guaranteed.

 

Chuck:                Teed teed teed…

 

Chris:                  Go ahead and give us a call 713-592-6724, in order to take advantage of that. We also have a referral program. If you have a referral, somebody who’s interested in internet marketing, that’s from– all that’s from web design–

 

Chuck:                Website design, and social media marketing, and email marketing, and pay-per-click management, and search engine optimization, all of the above, custom website design.

 

Chris:                  Yup.

 

Chuck:                Take advantage.

 

Chris:                  Go ahead and send that referral to us, when that referral pays their bill, we pay you. In Houston, if you are in Houston, you need to come to my UP Social Network event.

 

Chuck:                Yes.

 

Chris:                  We set a Guinness World Record at the end of 2016, we got big things coming. It’s great networking, just go to UP–

 

Chuck:                This is the one place you can go, right? Real talk. If you’re a business owner and you’re in the city of Houston, this is the one place you can go to not only network with other like-minded individuals, but this is different.

 

Chris:                  Yeah.

 

Chuck:                From your kind of standard– I won’t say any names– networking that you’re probably accustomed to. This is totally different, this is all live streamed, you get a copy of the video, you’ll get an email broadcast, there will be a press release forward.

 

Chris:                  A blog post.

 

Chuck:                A blog post to go out forward. We’re about to move into some TV and some radio stuff. Take advantage.

 

Chris:                  Let’s just put our SEO hat on for a second.

 

Chuck:                Yeah.

 

Chris:                  Right? What we’re always looking for and always creating is content. UP Social Network is not only an organization where you can network with business owners in this area.

 

Chuck:                You leave with content.

 

Chris:                  You leave with content. You get a video, you get a blog post, you get an RS– not an RSS. You get a–

 

Chuck:                Press release.

 

Chris:                  A press release. You get these things which you don’t get elsewhere. If you wanna–

 

Chuck:                Then they get promoted and boosted and optimized, and you don’t have to– take advantage.

 

Chris:                  Yeah, yeah.

 

Chuck:                UP Social Network.

 

Chris:                  If you came to us for those same things, we’d be charging 10 times as much to get those exact same things. Just flat out, I’m not– like no lie. Nolan just won’t raise his price.

 

Alright so, please remember we’re filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. If you want a transcript, video, or audio of this podcast, you can find it on our website, eWebResults.com.

 

You guys have made us the most popular internet marketing podcast on iTunes. We’ve really been amping up our social media, we’d love your feedback on what’s going on there.

 

Chuck:                Yeah, hit me up on the sound checks. The sound checks are going out there, they’re getting boosted man. We’re having fun with it. I’m getting a lot of responses back, so I appreciate it.

 

Chris:                  Yeah, yeah. So hit us up. Keep doing what you do, keep sending in questions, keep writing reviews, we really appreciate it. We’re doing all this for you, if there’s some direction you wanna go. We wanna do a lot more interviews this year, and if you’re a person who has some unique content. By the way–

 

Chuck:                Yeah.

 

Chris:                  Dane sent us a really cool article.

 

Chuck:                The new article about the YouTube…

 

Chris:                  Did you see that? Man, I think we probably should get him back on. So we’ll probably get Dane back on here.

 

Chuck:                Yeah, if you’re a podcast fan, maybe you’ve been tuning in for a while and you took some of the tips and advice we’ve given, implemented it and it worked for you, that’s interview worthy.

 

Chris:                  Yeah.

 

Chuck:                And we gotta talk to you and figure out what you did, how it worked. Maybe you have some follow up questions, we’d be glad to answer on-site. Or maybe you’re just a business owner, right? And you like this type of information, you have something that could contribute to our audience.

 

Chris:                  Yeah.

 

Chuck:                Hit us up, Podcast@eWebResults.com, we’ll be glad to chop it up.

 

Chris:                  Excellent. So thank you guys for making the most popular. Until the next podcast, my name is Chris Burres.

 

Chuck:                Charles Lewis.

 

Chris:                  Bye bye for now.

Tip from The SEO Podcast 359 – Use GDN Placements on the Same Sites as Your Traditional Marketing

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