7 Reasons to Use Pay-Per-Click Ads

Pay. Per. Click.  PPC advertising gets you in front of your audience instantly, with one caveat: you have to know how to use it effectively.  A simple mistake can cost you thousands, while a well-run campaign can make you millions.  PPC not only offers instant results, it is easy to track, works with other marketing, and provides all the data your heart desires.  Tune into SEO Podcast 377 and let Charles and Chris give you the 7 Reasons to Use Pay-Per-Click Ads.

In the Potatoes:

  • Mobile Algo Cat
  • Good Wi-Fi on Airplanes??
  • Uber’s employee “relations” policy
  • Get paid to use Bing

The article this week is “7 Powerful Benefits of Using PPC Advertising” by Corey Morris over at Search Engine Journal.

Author: eweb-admin

2017-0609 Podcast 377


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 Strategist.


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


Chuck:                Number 377.


Chris:                  377, I feel like–


Chuck:                Man, suddenly we’re just cranking through these.


Chris:                  Yeah, like one after– it just seems like one–


Chuck:                Yeah, we really have to plan something big for like 400.


Chris:                  Yeah.


Chuck:                So, what is it, June? So we’ll hit 400 probably by the end of the year, and so am I right? 25 podcasts or so?


Chris:                  Yeah.


Chuck:                Yeah, we need to do something special. I don’t know what that is, but something.


Chris:                  Yeah, I like the idea. As always, we have a tip from our previous podcast, and the tip from our previous podcast is, “Be sure to update your content regularly.”


Chuck:                All content, like if you got like on-page content like About Us or FAQs or things like that, update that information, make sure that it’s current, that the years are right, that your service offering is right, and your blog post, right? Maybe you got evergreen posts that have been ranking well, then get it some traction. Go and update those with the latest stats, the latest numbers, and include – here’s the Pro Tip – links. While you update those blog posts, link them to whatever on-page regular pages that you have that are relevant, so that way they both can share some link juice. Update your content.


Chris:                  Make sure you subscribe and follow, boom! Alright. Please remember we are filmed like here in 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.


Chuck:                Not a good look.


Chris:                  It is a horrible look.


Chuck:                Yeah, it is.


Chris:                  Yeah, not good. We’ve got a good article today. I hear a rumor that it’s about PPC.


Chuck:                It’s about PPC man. Punch in the face to Corey Morris and the good folks over at Search Engine Journal. He posted this article, “7 powerful benefits of using PPC advertising.” 7 powerful benefits of doing marketing through PPC, right? He’s focusing more on AdWords. You know, when we talk about PPC here, we really speak of paid search in general.


Chris:                  Right.


Chuck:                Whether there’s AdWords, whether there’s adCenter, whether it’s paid social, or whatever it is, if you’re applying a budget to purchase clicks, you’re kinda paying for clicks.


Chris:                  Right.


Chuck:                And so that’s what we’ll talk about, but great article, we’ll get right into it.


Chris:                  Alright, very cool. Hey if this is the first time you’ve listened to the podcast: howdy, welcome to the podcast.


Chuck:                Glad to have you.


Chris:                  We’re glad you are here joining us. We appreciate you, and we’re doing the potatoes of the podcast, we will get into the meat soon. If you’ve listened to this podcast before, then you know the section that we’re about to skip. Here’s how this works. We run a little kind of contest, if we get 10–


Chuck:                A little kind of contest.


Chris:                  A little kinda contest ‘cause no one really wins. Well, maybe you win ‘cause we don’t go over it.


Chuck:                Yeah, so I think it’s a lot people winning ‘cause they got a lot of complaints about it, and so you know.


Chris:                  It’s a contest that allows you to shorten the potatoes section and therefore the meat section, we’ll get to it a lot faster. Here’s how it works: if 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 shikos on any one of our profiles on those platforms.


Chuck:                Platforms? Profiles, platforms, pages. Yeah, all of the above.


Chris:                  And we get a review, then we don’t tell you how to leave us a review. What we will tell you though is how you can connect with us on those profiles on those platforms.


Chuck:                Yeah, how you can shiko us.


Chris:                  And they’re things like Facebook.com/


Chuck:                Hold on, did you say–?


Chris:                  Things like?


Chuck:                No, pratforms and plofiles.


Chris:                  I may have. I may have. I wish I was fast enough to do that on purpose. It just turns out I’m slow enough to do it accidentally. So, those platforms and how you get to our profile on those platforms. Facebook.com/


Chuck:                eWebResults


Chris:                  Twitter.com/


Chuck:                eWebResults


Chris:                  YouTube.com/


Chuck:                eWebResults


Chris:                  Instagram.com/


Chuck:                eWebResults


Chris:                  LinkedIn.com/company/


Chuck:                eWebResults


Chris:                  I think that’s all of them. Again, those take you to our profiles on those platforms and when you’re there, shiko us.


Chuck:                Profiles on the platforms. That was right.


Chris:                  I got it. I’m slow–


Chuck:                I was thinking of like, “Plofiles? Pratforms? Did I hear that right?” I thought I was tripping, but yeah.


Chris:                  One of my dad’s good friends that I remember growing up, I was probably about 11. You know I was in the Air Force, moved every two years, so that friend was around when I was about 11, and he would intentionally switch first letters just like through sentences and places and it’s just like–


Chuck:                Pig Latin?


Chris:                  Freestyling right?


Chuck:                Oh.


Chris:                  You get used to it, right?


Chuck:                Yeah, if you do it over and over again–


Chris:                  You can get used to it. It’s also just like, it’s pretty– the guy was probably one of the smartest guys that my dad knew, so it was impressive to watch him just like flip words randomly.


Chuck:                Yeah, I had two friends that used to do that, and that’s just how they talked in code.


Chris:                  Yeah, yeah.


Chuck:                Like they would just have a loud conversation and it would sound like Jibber-Jabber ‘cause they were alternating syllables in words, but they knew exactly what they were saying.


Chris:                  What they were saying, yeah. That’s pretty cool. Alright. So next, if you are a PHP genius or a WordPress guru, we’re probably looking for you. Go ahead and give us a call, leave an audio résumé 713-510-7846. If you are interested in a free comprehensive website profit analysis, go ahead and head to our website eWebResults.com. You will find the green button, click that button, fill that button out and–


Chuck:                Fill the form out, I don’t know if you can fill the button out.


Chris:                  Yeah, you can’t fill out the button, can you? It doesn’t work that– maybe that’s what I’ve been doing– I still haven’t got my shipments from Amazon, I don’t know what’s going on. I filled out the button.


Chuck:                Filled out the wrong button, yeah.


Chris:                  Fill out the form, click the button after the form – so that’s two buttons, if you were paying attention – and we’ll get in contact with you and get you that free comprehensive website profit analysis. It’s time for the favorite segment of the program, the Algorithm Cataclysm.


Chris & Chuck:  Pwoofshh!


Chris:                  Yeah.


Chuck:                Yeah, this was probably like maybe 4.5 on the Richter Scale.


Chris:                  Okay.


Chuck:                This is mainly a mobile adjustment. So Google has officially rolled out a new tab-based local panel. So I actually saw this last month.


Chris:                  A tab-based local panel, okay.


Chuck:                If you do a local search on a mobile device – this only happens on mobile, it doesn’t happen on tablet or desktop – but if you do it on a mobile device for a local search, and you know how you’ll get the local listings, well Google is giving you a tab option once you select the local business.


Chris:                  Oh okay.


Chuck:                And so the first tap shows you the business overview, like whatever you’ll find on their Google My Business page, right? Hours of operations, services, things like that, but then the next tab is their reviews. And so what they did, they made it real easy to either go to the company or look at reviews because when you do a local search on mobile, you’re probably looking to do one of those two things.


Chris:                  Yeah.


Chuck:                And likely both, right?


Chris:                  Absolutely.


Chuck:                And so I think that’s worth just kinda confirming that you should have your Google My Business page verified and updated and all of the–


Chris:                  And be driving reviews to it.


Chuck:                Yeah, and be driving reviews there because Google is making it easier for people to find your page and those reviews.


Chris:                  Very cool. That’s the Algorithm Cataclysm. Alright. Let me get in, I’ve got just a little bit of news, something real quick. They’re actually putting Wi-Fi on airplanes that doesn’t suck. Right?


Chuck:                Yeah, airplane Wi-Fi sucks man.


Chris:                  Yeah, in general it absolutely sucks. Uber announces their policy ‘cause they were having a big convention, “Don’t have sex with other employees unless–” and literally that was part of the memo.


Chuck:                Yeah.


Chris:                  And the unless was, “If you ask very politely and they emphatically say ‘yes,’ go ahead, as long as it’s not in a vertical.”  So you can’t– there’s no subordinate situation going on.


Chuck:                Like don’t be doing your boss.


Chris:                  Yeah.


Chuck:                If you work for Uber. I’m just gonna say, ‘cause I know– like I got a friend of mine, him and his wife drive and so–


Chris:                  Yeah.


Chuck:                Sounds like they– yeah. Unless you’re married.


Chris:                  Yeah. Well, this is corporate stuff, right?


Chuck:                Oh, corporate stuff, okay.


Chris:                  I don’t know what their employee count is, but they’re off celebrating some big stuff, some big achievements, and yeah so this is if you’re at the corporate office, yeah.


Chuck:                At the corporate office we’re celebrating. Yeah, don’t go–


Chris:                  No matter how emphatically your boss or subordinate says “Yes,” do not have sex with him or her. I thought this was interesting, scam baiter. So we’ve all– you’ve gotten a phone call, I know I’ve gotten a phone call.


Chuck:                I get three daily.


Chris:                  Yeah, which is, “Hey, your computer is messed up, give me access and I’ll fix it.” Yeah, that’s one, but there are a couple people out there who are– they build these profiles that kind of meet the profile of a target for scammers and then they mess with them.


Chuck:                Yeah! They’ve been getting them good! I’ve been seeing those.


Chris:                   Yeah.


Chuck:                Like this guy had the– I saw one. I think he was a scammer, he was trying to get hacked and so they had him log into some fake system and almost corrupted his stuff, and so because he was logging into a system that was already infected.


Chris:                  The one that I saw was, she had somebody driving all over London trying to meet up with Katie to get a check.


Chuck:                Yeah.


Chris:                  I don’t know why I’ve moved on to the next Starbucks or you know–


Chuck:                Yeah, I’m over here now.


Chris:                  I’ll be happy to give you the check, just come over here. And it ended up death threatening and all that stuff.


Chuck:                Yeah, ‘cause we know you’re not real dawg.


Chris:                  Yeah, and then Apple, they launched their HomePod. So I think that’s kinda cool, I’d like to check that out. I’ve got an Alexa, it’s kinda cool, it does some cool stuff.


Chuck:                Yeah, so I read an article today on Marketing Land that talked about how Apple was falling behind, how the layoffs they had and the not forward thinking with Siri is putting the HomePod and Siri behind the 8-ball with the likes of Google Home and Alexa.


Chris:                  Yup, way behind, like they’re 2014.


Chuck:                Amazon Echo. Yeah, like these things are coming out, and so well the challenge the article reference was that, Apple’s so focused on user privacy that it’s making it difficult to personalize the searches. Right? Meanwhile Google just understood, “We’re gonna protect your stuff, but we will sell your stuff,” and so you get a great personalized search.


Chris:                  We will cross-reference it, yeah.


Chuck:                And so you know, the results end up being a little bit better, the user experience is better, but you kinda lack privacy because of that.


Chris:                  Yeah.


Chuck:                It’s a tough situation to be in.


Chris:                  Interesting. Thought that was cool– let’s see what else was there. Oh, and that was it! That was all my news.


Chuck:                I got some news. I got some news, let’s get into some more news a little more search related. Bing, how many times you use Bing?


Chris:                  Bing? Three.


Chuck:                I mean like in general.


Chris:                  Ever. Three.


Chuck:                Three times?


Chris:                  No, it’s probably 100 because sometimes I’m at a client site and I like need to search some technical thing and their default is still Bing, and so I end up using Bing, and I’m like, “Arrgh!” And as soon as the Bing results pops up, I’m like, Google.com and change it. Like yeah.


Chuck:                Hold on, so a pirate voice? Arrgh! Like a Bing result, I didn’t realize I was wasting my time.


Chris:                  Arrgh!


Chuck:                So what if they paid you for it?


Chris:                  They have been right? ‘Cause we’ve mentioned that in a podcast at least a year ago if not two, where if you just search on Bing, they will pay you.


Chuck:                Yeah, you get Bing rewards, and so–


Chris:                  Xbox Credits and whatever, yeah.


Chuck:                They’re rewards you can use at the Microsoft store that you can use online, and so they just opened it up to the UK, right? It was just in the States, now they opened it up to the UK. I might start using Bing. I use it a little bit, but unfortunately I’m never logged in when I use it.


Chris:                  Right, right.


Chuck:                You know, I’m just going to Bing for a second.


Chris:                  Yeah, you almost wanna have like some software on your computer that every time you do a search in Google–


Chuck:                It says, “Do you wanna search this in Bing?”


Chris:                  No, no. It automatically drives a background search in Bing and then clicks the same thing you click.


Chuck:                And opens up my results in this tab over here that I’ll probably never go look at.


Chris:                  Yeah, yeah.


Chuck:                Interesting. So that’s one piece of news. Microsoft is paying more, they’re giving people more benefits, more features and opportunities for more rewards and to get them faster based off of how much you search.


Chris:                  Yeah.


Chuck:                Interesting, so speaking of Bing and search, are you familiar with a reverse image search?


Chris:                  Yes! Yeah. We’ll take and image, drag it into the image search area and then it finds images similar, partials, or whatever.


Chuck:                Or that image, exactly. So now they took it a step further, in Bing if you do a reverse image search, it’ll search for that image first and then you’ll get a magnifying glass – dig this.


Chris:                  To zoom in a particular area?


Chuck:                On a certain object within the image, and then they will do another search for just that object.


Chris:                  That’s cool.


Chuck:                Yeah, I thought that was pretty awesome.


Chris:                  Yeah.


Chuck:                Matter of fact, what it is, is essentially a competitor to Google Lens. I don’t know if you saw the Google Lens commercial–?


Chris:                  Oh, yeah yeah. That’s supposed to be coming out, yeah.


Chuck:                Yeah, it’s already out on the S8. So punch in the face to Bing for just keeping up and keeping up with the advances in technology.


Chris:                  Very cool.


Chuck:                That’s all the news I had. I had one question.


Chris:                  Alright. Let’s hit your question ‘cause then I’ve got some reviews and a question.


Chuck:                Gotcha. This question came from DJ Patrick Lopez , @djpatricklopez. What’s up homie? Appreciate you tuning in.


Chris:                  Patrick what’s up! Miami?


Chuck:                Yeah.


Chris:                  Yeah.


Chuck:                He says, “@eWebResults so sharing my blog over different networks is considered spammy? I’m trying to understand the Algo Cat info from #SEOPodcast 375.” Punch in the face to you DJ Patrick, thanks for tuning in, we always appreciate your support. And to give you some clarity here, so sharing, right? Keyword sharing, meaning like you shared the link to this post, or you shared access to the post, or you shared where people can find the post across different networks is not spammy. Frankly that’s encouraged, you should take that link and share it everywhere you possible can.


Chris:                  Absolutely.


Chuck:                You should put some page strategy behind it if possible. You should include that link in a newsletter, share it in as many places as you can. The spammy part is when you duplicate this content. So let’s say you wrote this article and you posted it on your site and then you turn around and use that same content and posted it as some linked in article, and then maybe used that same content and posted it as a Facebook AMP article, and then used that same content and tried to guest post it somewhere else, that’s spammy.


Chris:                  That’s a problem.


Chuck:                That’s not sharing it, that’s considered definitely spammy and probably Panda bait frankly. So you shouldn’t do that just ‘cause you’ll get that article blacklisted and it won’t rank nowhere.


Chris:                  Yeah.


Chuck:                Right, so that was really what we were trying to enforce in reference to that Algo Cat. It’s not about sharing the article, like links to the article, but it’s about actually duplicating the content within that post. That’s spammy and very douchey and you don’t wanna do that.


Chris:                  Do not do that Patrick. DJ Patrick bad. I have no idea why that’s even funny. Alright, I have a review, Olof Maximilian Pape is his name, Pape.


Chuck:                Hold on, dude named Maximilian?


Chris:                  Olof Maximilian Pape.


Chuck:                Yeah.


Chris:                  That’s a cool name.


Chuck:                Dude sounds like he’s like a famous soccer player.


Chris:                  Yeah, and he lives in a castle.


Chuck:                Yeah exactly, and has like a big drawboard over the river, or like fire.


Chris:                  Yeah, alligators and the moat and everything.


Chuck:                Yeah, he like really has a fire-breathing dragon.


Chris:                  Yup. Well, you know as clearly a king or prince with five crowns, he has give us–


Chris & Chuck:  5 stars!


Chris:                  His review says, “Been listening to the 5-star podcast for the past 2 months (and around 100 episodes in total) and it is by far the best SEO podcast out there.


Chuck:                Punch in the face to you.


Chris:                  Punch in the face to you Olof.


Chuck:                We feel the same way.


Chris:                  Yes, and he has a question for us. He says, “In Google Search Console I get 404 alerts on links from external sources and I make 301 redirects to fix those, but would Google punish me for not doing it when the links are made from elsewhere?” So we kinda debated about, what does this look like? So we used SEORapper.com, right? SEORapper.com links back to eWebResults and let’s say the link is–


Chuck:                2-hour SEO podcast archive page.


Chris:                  But the page is SEO Podcast 2, which actually doesn’t exist on our page. So that would generate a 404 broken link, right?


Chuck:                A broken link 404 error.


Chris:                  And so then you can go in and depending on your software. In our framework it’s actually very easy for us to say, “Oh, that’s a broken link, we get reports. Where does it need to redirect to?” So we redirect it. So now, when the SEO Rapper links to that page, it actually gets 301 redirected to an actual page, no 404 message. And so the question is, if I don’t do that, is Google gonna penalize me?


Chuck:                And no, they won’t penalize you per se, you just won’t receive any of the link juice, or the link value, or the great user experience, when nobody happens to click on that link.


Chris:                  Yeah.


Chuck:                And if is SEO Rapper is passing link juice through a broken link, then you just– our link juice is on the floor ‘cause it didn’t get to you.


Chris:                  Yeah. Go get the mop.


Chuck:                So fix you links, man. Fix your broken links, it’s great for acquiring link juice and making sure your links have value, and it’s just a horrible experience to the user to click on a broken link.


Chris:                  Yeah, it’s a missed opportunity, so absolutely fix the 404 pages on your website. Assuming they’re from reputable sites that you want.


Chuck:                Yeah, like if you’re getting links from other sites, like porn sites or whatever–


Chris:                  Like basically if you’re not gonna disavow it, fix it.


Chuck:                Exactly, there you go.


Chris:                  If you’re not gonna fix it, you might as well disavow it, right? Alright, so great job Olof punch in the face to you, Mr. Maximilian. Next is RickyGButts is his name, he’s here in the United States, and the title is–


Chuck:                Kinda like a rapper.


Chris:                  I want to punch them in the face.” He gave us–


Chris & Chuck:  5 stars!


Chris:                  It says, “I want to punch Chris and Charles in the face. For real. These guys are probably my favorite podcast in regards to marketing/design. There’s enough comical substance not to make the podcast monotonous and bland. The potatoes also break up the monotony, especially for me, as I listen to a number of podcasts. I love the fact that there is a podcast that doesn’t take itself too seriously, but still manages to be one of the most useful and knowledgeable podcasts you can find. Thanks guys.”


Chuck:                That’s what’s up. Punch in the face to you dawg.


Chris:                  Punch in the face to you RickyGButts.


Chuck:                Yeah, at the end of the day, we just realized that we don’t know everything, you know what I’m saying? And so I can honestly admit–


Chris:                  Yeah. You’ve heard us debate on here, yeah.


Chuck:                Yeah, we argue, and that’s what y’all heard. Y’all should hear what happens off camera, you know?


Chris:                  I’m not sure they should hear that.


Chuck:                But the key is, we just understand that it’s all information, we’re just trying to regurgitate it, put our spin on it, add some insight ‘cause we have a lot of experience and a lot of expertise.


Chris:                  From our customers. Right?


Chuck:                Yeah, we’ve been doing this quite a while.


Chris:                  ‘99.


Chuck:                And so yeah, we try to help. So punch in the face to you RickyG.


Chris:                  Yes.


Chuck:                Glad you see that. Yeah, we try to keep it uplifting because if we were to sit here and just give you–


Chris:                  Nah nah nah nah…


Chuck:                Yeah. You would be asleep and we wouldn’t want to do it, frankly.


Chris:                  We would be asleep, you would be asleep, there would be no podcast, no information passed. Alright, did you have any other PITFs?


Chuck:                Nope.


Chris:                  Alright. That is the potatoes of the podcast, it’s time to get into the meat. Thank you sir.


Chuck:                Right, and this meat comes from Search Engine Journal, punch in the face to the author Corey Morris.


Chris:                  Corey!


Chuck:                Posted this article “7 incredible benefits of PPC advertising.” 7 incredible, incredible benefits.


Chris:                  Not just marginal benefits, incredible benefits.


Chuck:                Incredible benefits, and they are. Matter of fact he says, “PPC can have a major – and positive – impact on most businesses and brands. If you aren’t doing any PPC marketing, you’re likely losing out on valuable traffic and revenue.”


Chris:                  Yup.


Chuck:                He’s right. This is why we include PPC in every package that we put out.


Chris:                  Yes.


Chuck:                It’s because we understand the value that PPC brings. Like it’s one of the fastest ways to get results, it’s an easy way to kind of gauge the market, and he gets into a lot of that. I’m actually gonna get through the article, but just understand that it can have a major and positive impact on your business and your brand, and so let’s start with it. Number 1.


Chris:                  One!


Chuck:                He says, “PPC contributes to business goals.” So your PPC contributes to your business goals. He says, “PPC can help you achieve a vast number of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or an e-commerce sale.” And he’s right. Whatever your business goal is, is your goal to brand your company as an expert in whatever industry you’re in? Then PPC could help with that. You can control those titles and the descriptions and the pages that people land on, you can make sure you indicate when you want your ad to show based off of what keyphrase they search and what your ad should say that would paint you as the expert, if that’s your goal.


Maybe your goal is to drive sales. Then maybe you wanna start a PPC campaign using Google Merchant account and that way people can have direct access to your store and depending on the budget, it depends on how many sales you’ll get, and that way PPC can have a direct effect on that specific business goal. Maybe your business goal is to just generate leads, right? You just want phone calls and form submissions. PPC is a great way to do that also. You could dictate why they should call, you may even want to use an ad extension that’ll help you get more calls, if you’re focused on phones. You may want to have an ad extension with the form or add links to the form, or tell people why they should fill your form out within the ad. Regardless of what your business goal is, pay-per-click advertising whether it’s through Google AdWords or Bing adCenter or Facebook Marketplace, or wherever you’re going to do it at can work when done effectively, it can contribute to your business goals.


Chris:                  Number 2!


Chuck:                Number 2, “PPC is measurable & trackable,” like measurable and trackable.


Chris:                  Yeah.


Chuck:                He says, “A major benefit of PPC advertising run through AdWords is that it’s easy to measure and track. Simply use the AdWords tool in combination with Google Analytics.” He’s right man, Google makes it so easy to measure and track, and measure again, and test and measure how your ads are performing. What’s working, what’s not working and how you can improve. I love Google Analytics, it’s personally my favorite Google product of choice. I use it for everything, especially measuring and tracking inside of AdWords, sync the two. If you’re in Analytics and you go to like Acquisition, and then you’ll got to Google AdWords.


Chris:                  I feel like you had to reach for that one. You go into…


Chuck:                And then you go into AdWords and if you don’t have it synced up, you’ll get a message right there that says, “You need to sync your accounts up. Click to get started.” It’ll walk you through like 3 steps and now your AdWords is synced up with your Analytics and that way you can go into Analytics and you can begin to see which paid campaign brought the most traffic. More importantly, how that traffic engaged, what pages did they look at, did they even buy something? Did they download something? Did they subscribe? Did they complete your form? Which page did they look at the most? How long do they stay on that page? Which keyword brought them there? All these are the data that you want to measure and track so you can rinse and repeat what’s working and kinda stop what’s not working. If you’re doing pay-per-click, it’s imperative that you measure and track these results because if you don’t, then it may work but you won’t know what’s working and you’ll end up just spending money, and spending more money when you could be spending smart money.


Chris:                  Right.


Chuck:                Make PPC measurable and trackable. Oh, let me add this: set up goals. The problem I see a lot of times with new clients we acquire and people we’re just kinda talking to and researching, they do have AdWords set up, they do have Analytics set up, they don’t have no goals in place, and so they still don’t know–


Chris:                  So they don’t know a download, they don’t know a form submission, they don’t know newsletter subscribers.


Chuck:                Exactly, all they know is how much traffic they got and how much it costed, they don’t know what the end result was.


Chris:                  You can often back it out, right? Depending on what the layout of the page is, and not from AdWords, right? But you can do it in Analytics.


Chuck:                You have to do it in Analytics. So set your goals up. Understand what your call-to-actions are, if your call-to-action is a form submission, then you should have some sort of conversion page, like a Thank You page, set that as a goal. If your call-to-action is an email subscription, like you need people to subscribe, then set that as a goal.


Chris:                  Right.


Chuck:                Maybe it’s a phone call. We use Power My Analytics, and some other call tracking software which allows us to set phone calls as events as a goal, and so that way we can track what the source was – in this case AdWords – and if it led to a phone call, or download, or lead.


Chris:                  Right.


Chuck:                And that way you can test and measure and see what’s trackable, and you have to do it, that way you’re not wasting your money.


Chris:                  Number 3!


Chuck:                “Quick entry.” Right, and he’s talking about really a PPC setup.


Chris:                  Oh yeah.


Chuck:                He says, “This is often a big contrast to starting up SEO efforts, which often take a lot of time and attention to get the same type of positioning and traffic that AdWords offers within minutes of launch.” He’s absolutely right about that. He says, “When compared to other channels like email or organic social, you have the advantage of targeting people outside those who are already aware of your brand, and you aren’t limited to your existing followers or customer lists.” So he’s talking about a lot right here, from the ease of use to setting up a paid campaign, right? Like if you want it to rank for anything in your business and you got a brand new website, let’s just say?


Chris:                  Yeah.


Chuck:                Then expect 6 months to a year of constant activity if you are optimizing trying to get that rank.


Chris:                  If there’s even any remote competition.


Chuck:                If there’s any search volume– exactly. And so what he’s saying with quick entry, you can get that site built in two days, depending on how fast you operate, get your campaign built, give Google probably an hour or two to review it and approve it, and then your ads are up and running, and you’re getting leads, you’re getting calls, you’re getting clicks, all of course based off what your budget is.


And he also said, “When compared to other channels,” right? So consider this: the other channels we use, like social media marketing, is kinda all based off of whose already familiar with your brand.


Chris:                  Building an audience.


Chuck:                Exactly, what your audience looks like, who’s already liked you and liked them, and what kind of network you guys have. Or maybe if it’s with email, then it’s really based off of who subscribed to you, who’s already interested in you. The benefit in doing a pay-per-click campaign is because you can target people who have the right interests, they’re interested in something that you offer, they just don’t know you. And so since they don’t know you, you can’t really get to the through social and email, you have to get to them a different way, and Google AdWords through like remarketing and Display Network and things like that, give you the opportunity to get in front of those people really really quickly.


Chris:                  Yup.


Chuck:                “Quick Entry.”


Chris:                  Four!


Chuck:                Number 4, “You’re in control.” Right, he says, “While there are several nuances regarding default campaign settings, you ultimately have control over a wide range of options and how you reach potential customers.” He’s right.


Chris:                  Yeah.


Chuck:                Like if you have the control, you know the When, the Where, the Why, the How, the What, you can control all of that. When do you want these ads to show? Where do you want these ads to show out? Who do you want these ads to target? What do you want them to see? What page do you want them to land on? Like you can control all of that stuff.


Chris:                  Yeah.


Chuck:                Is is male? Is it female? Is it between this age? What device are they on? Do I only want to show this to people searching on Android, or do we want to show it Apple and Android? Like AdWords gives you all of that. Matter of fact, let me take this time to say, Facebook gives you equally just as much control over who you’re targeting. Like are they already friends are my friends? Have they liked us before? Had they just searched something like this? Do they live in this area? Like take advantage of the control you have with whatever paid platform you’re using, so that way you can put out the best quality ads for the best targeted audience and have the highest chance to get a return on your investment.


Chris:                  Yeah.


Chuck:                You’re in control.


Chris:                  Number 5!


Chuck:                Number 5. He says, “PPC works well with other marketing channels.” This was a kind of a Pro Tip here.


Chris:                  Yeah.


Chuck:                He says, “AdWords is an engine that can drive visitors to content more quickly and improve the ROI on your content investment.” So he’s talking about working well with other channels, right? So in this specific example, one of those channels may be content marketing.


Chris:                  A blog or– yeah.


Chuck:                Exactly. So you spend some time and resources and wrote this long post–


Chris:                  Infographic blog, video.


Chuck:                Yeah, exactly. Whatever your original content piece is, and you posted it, and you posted it through your social channels, but it still needs a little bit more oomph? AdWords can help you with that.


Chris:                  Oomph.


Chuck:                Oomph.


Chris:                  I like.


Chuck:                AdWords can help you with that. Especially if people are looking for what you offer, then I’m gonna suggest you send traffic to your blog post. Send traffic to the blog post? Yes. If you spent those resources to create it.


Chris:                  If it’s that good.


Chuck:                Yeah, it’s that good, then why not send people– why not pay to send people there?


Chris:                  And it’s a great point ‘cause what’s the ROI on a wonderful page that you build and no one sees?


Chuck:                Nothing.


Chris:                  Or just your whatever– thousand–


Chuck:                Your social network.


Chris:                  Yeah, your audience sees. Now, let’s expand that because your ROI will go up.


Chuck:                Exactly, so it’s worth doing it. Matter of fact, another channel is, he says, “PPC and SEO work well together as impressions and opportunities for traffic are often to the same audience.” He’s right.


Chris:                  Yup.


Chuck:                That’s why we use Keyword Planner for research for SEO because it’s gonna give us AdWords data, but it’s still search data happening on Google’s search network and whether it’s SEO or PPC it’s the same audience.


Chris:                  Right.


Chuck:                Matter of fact, even though people don’t think it’s the same audience, we get a lot of people say, “I’d never click over there.”


Chris:                  Yeah, we know that you do.


Chuck:                But Google quarterly hits billions of dollars from people who never click over there.


Chris:                  Yeah.


Chuck:                So it is the same audience, and we talk about you know, using PPC data for SEO all the time.


Chris:                  All the time.


Chuck:                Like if you’re a new company–


Chris:                  Is that a separate line item? ‘Cause that’s what I jotted down a note, which says that one of the values of PPC is getting that data.


Chuck:                Well no, it’s not. It’s not, and that’s why I’m making it a second line item.


Chris:                  Yeah.


Chuck:                Yeah, it’s that data that we’re looking for. It’s so easy for us just to add $500 or whatever that budget is and run a paid campaign for two or three weeks and really get some finite PPC data.


Chris:                  Yeah.


Chuck:                What keywords worked, what generated a conversion, what generated bad clicks, what generated–


Chris:                  Bounces.


Chuck:                What generated bounces, what generated a bad lead, right?


Chris:                  Right.


Chuck:                 We can kinda figure that out and then determine what words really worked and use those in our SEO strategy.


Chris:                  Yeah.


Chuck:                And so that way we’ve kinda filtered out and tested the words we wanna optimize for before we optimize for them. So PPC can help you do that. Number 6.


Chris:                  Six!


Chuck:                “Incredible targeting options,” right? So he was talking about taking advantage and being measurable and trackable and things like that, but the different targeting options. I talked about the What, the When, the Where, the How, but what he’s talking about here is like different coverage across different networks, like the location, the device, the gender that people are using. Like AdWords and other paid click sources give you that option so you can be really really targeted on who you want to see this ads. Like maybe your product is only for females.


Chris:                  And Androids.


Chuck:                Yeah, females who have Galaxy S5s.


Chris:                  Specifically, yeah.


Chuck:                Specifically.


Chris:                  Now you’re getting specific.


Chuck:                Google AdWords gives you that level of control where I only want to show these to women on Androids on the Galaxy S5 at 5 o’clock. Right? You can do that kind of targeting in AdWords and in Bing frankly, and so he’s saying take advantage of that. That’s one of those– what was his title? That’s one of the incredible benefits of PPC advertising, is the fact that you can target that granular. Number 7.


Chris:                  Seven!


Chuck:                And this is the last one, we’re talking about, “7 incredible benefits of PPC advertising.” Number 7 is, “A wealth of marketing data.” Right, like a whole bunch of marketing data. He says, “While there’s a lot of data and performance information directly available in Google AdWords, the value of information gained goes beyond just your PPC performance.” He’s right. Like I tell people this all the time, just understanding the paid data, understanding what’s happened and how it happened, can easily influence other decisions you need to make in reference to your marketing.


Chris:                  Fundamental decision.


Chuck:                Fundamental decisions. If you learn really quickly that when we run this keyword, we tend to get this much traffic and it generates five calls a day, and you don’t have the staffing for that, business decision! We need to hire, you know what I’m saying?


Chris:                  Yeah, we could spend more and hire– yeah.


Chuck:                And hire for this reason because this type of lead is generated. Or maybe you realize that when you were on a certain type of ad you get a certain type of form submission that comes in from certain people, but you can’t necessarily service that the way you would like to. Well, then you take that information and you make the right adjustments, and so that way you can continue to build leads but now you can service them.


Or maybe, maybe even you’re running an ad and you’re realizing it’s just confusing people, it’s giving people the wrong impression about your business, the wrong impression about a certain product or service you offer, and maybe you had that same information on a certain landing page. Well, looking at the way that campaign has performed, you can go in and make those adjustments, but if you’re not looking at the data – at the end of the day it comes back to the data, you can have all of the data you want, but if you’re not analyzing it, and actually looking at it and making some conscious decision, then it won’t work for you. But this wealth of marketing data that does come with PPC can definitely help you make business adjustments and campaign adjustments and overall strategy adjustments to your digital marketing campaign.


Chris:                  So they did get the one.


Chuck:                They did get the one at the end.


Chris:                  Right there at the end. Punch in the face, that was a great article, Corey.


Chuck:                Yeah, punch in the face to you Corey Morris and the good folks over at Search Engine Journal, “7 incredible benefits of PPC advertising.” I can dig it.


Chris:                  Very cool stuff. Do we have any What News?


Chuck:                Man, no What News. I thought I had some and I’m drawing a blank.


Chris:                  So if you liked this podcast– we’ll skip. If you liked this podcast, please tell three people about this podcast right now. And I see actually already Ducktoes Computer Services, they’re out of Canada, they have already shared it. I believe it’s– yeah, it is Canada. They have already shared the live stream, so we do stream this live on Facebook for each episode. Then it goes up on YouTube, so make sure you subscribe and follow our YouTube channel and then we already talked about the other ways you can shiko us. Share, like and follow.


Chuck:                Punch in the face to you, thanks for the share. We need three people to do the same thing he just did.


Chris:                  Catherine. Boom!


Chuck:                Hopefully share with like– her?


Chris:                  Catherine, yeah.


Chuck:                I’m sorry about that.


Chris:                  Yeah.


Chuck:                But hopefully you can share it with three people who could benefit from knowing how PPC can help them.


Chris:                  Yup.


Chuck:                Right, or how they can use some PPC to help with other areas of their marketing strategy. Three people, preferably business owners, someone who can benefit from this type of content.


Chris:                  Absolutely.


Chuck:                Thank you so much.


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


Chuck:                The internet.


Chris:                  Call eWebResults for increased revenue in your business, our phone number is 713-592-6724. We have a program called Instant Leads.


Chuck:                Leads leads leads…


Chris:                  Guaranteed.


Chuck:                Teed teed teed.


Chris:                  This is quite simply a highly optimized PPC campaign, driving people to a highly optimized conversion landing page so that you get form submissions and phone calls. Should I say that again? Is that–? It’s pretty simple, right?


Chuck:                Pretty straight forward.


Chris:                  Why is is guaranteed? ‘Cause people are searching for what we’re putting in front of them, they’re seeing an ad for what they’re searching for, and then they’re landing on a page that confirms what they saw in the ad and asks them to take an action that they were actually expecting to take when they saw the ad, and so we get Instant Leads


Chuck:                Leads leads leads…


Chris:                  Guaranteed.


Chuck:                Teed teed teed…


Chris:                  Alright.


Chuck:                That’s an echo.


Chris:                  Yeah.


Chuck:                For those who are wondering why we do that. It supposed to be an echo.


Chris:                  If you are in Houston you need to be coming to UP Social Network, and if you’re like, “Oh, UP Social Network, I really haven’t had time yet, put June 29th on your calendar. Got a special event. Our last event had 85 people and over 9000 views of the live stream. This next event we’re imagining to be bigger. Last event had a trainer, this event had a trainer. Check out PatrickWanis.com he is gonna be here in Houston training on June 29th, so I’m really excited about that.


And after that we’ve got– we are filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas. If you want a transcript of the podcast, video of the podcast–


Chuck:                Audio of the podcast.


Chris:                  Audio of the podcast, you can get it at our website.


Chuck:                Memes of the podcast, photo gallery of the podcast, it’s all there.


Chris:                  eWebResults.com. I did skip one thing, if you have a referral, somebody who’s interested in internet marketing, that’s from website, PPC, SEO, social media marketing.


Chuck:                Email marketing.


Chris:                  Thank you ‘cause I was about to call it newsletter marketing, but apparently I’m getting vetoed on this. Newsletters or email marketing.


Chuck:                Yeah.


Chris:                  Any one of those things. You send them to us, they pay their bill, we pay you. Punch in the face to Daniel, I already made contact with the lead he sent us, so he’s officially in our referral program, love it! Alright, that is it.


Chuck:                That’s it?


Chris:                  Yup. We are because of you guys, we are– or yous guys, or y’all.


Chuck:                Y’all, come on man. H-Town stand up, go Astros.


Chris:                  So because of y’all we are the most popular internet marketing podcast on iTunes.


Chuck:                Everywhere.


Chris:                  Everywhere, known universe, all that good stuff. Thank you very much, we really appreciate it. Make sure you’re connecting with us, make sure you’re liking us, make sure you’re– get connected to the YouTube page so when we post the newest video that pop comes up on your screen.


Chuck:                Make sure you’re following us on Facebook.


Chris:                  Yeah.


Chuck:                Like, engage with us on Facebook, especially for the sound checks.


Chris:                  We cracked 1000! We should’ve said it! We cracked 1000 followers. So we’ve been at 1060 or something likes on Facebook for some time and just under 1000 followers, we’re like at 1008 now.


Chuck:                Oh, a little victory dance for that one.


Chris:                  Yeah. I think I got the number right here. What is that? 1006.


Chuck:                1006? Hey, so follow us there man so you can get exclusives like sound checks, the tips, videos we put up there. We share like a lot of memes and like interoffice stuff going on, just connect with us on Facebook, you should.


Chris:                  Yeah, we wanna connect with you. Thank you again, this is the end of our podcast. Until the next podcast, my name is Chris Burres.


Chuck:                The next Thursday.


Chris:                  Next Thursday, that’s right, yeah. It’s gonna be next Thursday ‘cause I’m gonna be out of town on Friday, I’m gonna be visiting one of our clients and then heading up to– I think I’ve got to babysit my children, which sounds weird, but they’re gonna be with grandma all week, and then grandma needs to go do something on Friday and so I need to be there in time.


Chuck:                So you’re gonna step in?


Chris:                  So that grandma and grandpa can actually go out and have some fun. It’s a little role reversal there. Anyway, so yeah–


Chuck:                Good luck with that.


Chris:                  Our podcast will be on Thursday. Until the next podcast, my name is Chris Burres.


Chuck:                I’m Charles Lewis.


Chris:                  Bye bye for now.

Tip from SEO Podcast 377 – Use paid clicks to support content promotion

SEO Podcast 377 Tip