Does your content attract clicks? Before creating your PPC ads, ensure your content has the right CTA and uses the best keywords to attract your target audience. Check out Chris and Matt as they give you some quick tips on PPC strategies!
In the Potatoes:
- Jeff Bezos’s net worth
- Android photo tech
This week’s article is “Got amazing content but no leads? 5 ways to rethink your paid strategy” by Todd Saunders over at Search Engine Land.
2017-07–28 Podcast 384
Chris: Hi and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.
Matt: My name is Matt Bertram your PPC Specialist.
Chris: PPC Specialist right next to me. Welcome back to another fun-filled edition of the podcast, this is podcast number 384 and as always we have a tip from the previous podcast.
Matt: Tip from previous podcast: “Focus on mobile design, it’s Google’s first priority when indexing.”
Chris: So Google used to index workstation or whatever, your desktop version first, it’s now indexing mobile first. Make sure your mobile has the same content as much as possible as your workstation so that you maintain your ranking or improve your ranking, and that’s our tip.
Matt: I would also add a few little bitty tips. What I would add is that when you index it, you need to work about mobile responsiveness?
Matt: Okay, load time.
Matt: And then videos and images are also very important as well.
Chris: On all three?
Chris: Well not all three, all two. Subscribe, follow, boom! Alright, so we are back. Remember we are filmed live here in Houston, Texas and Matt and I, we are your friendly neighborhood Top Position Snatchers! And our mantra is– do you know what our mantra is? Don’t be a douche! Don’t be a douche, it is not a good look. Before we get into kind of talking about our article, I had a quick review I wanted to share with you. This is from Jim McDermott and it is of course 5 stars! Boom! And it says, “5 Stars and PITF to the guys who teach us in the trenches how to get it done. The small shops like mine (Digital Redefined) get a leg up on helping our clients by listening to the *5 star* information these guys provide. It helped me niche down on my market and it’s helped a client of mine who was going too broad with his marketing effort. Many thanks to you guys and the *5 star*–” sounds like I’m getting tired, “service you guys provide!”
Matt: There it is, it’s 5 stars.
Chris: That was awesome. Punch in the face to you Jim, thank you so much for being a subscriber, we appreciate you. Alright so we’ve got a good article that we are discussing today, and that article is, “Got amazing content but no leads? 5 ways to rethink your paid strategy.” So yeah, that’s gonna be good. That actually is by Todd Saunders, so if you guys are listening and by the way, if you’re listening and have some access to an electronic device, what you should tweet right is #SEOPodcast, make sure you tag us in it @BestSEOPodcast, @eWebResults and also include @ToddSaunders, T-O-D-D-S-A-U-N-D-E-R-S. We are covering his article today. “Got amazing content but no leads? 5 ways to rethink your paid strategy.”
Alright, so if this is the first time you’ve listened to the podcast: Howdy and welcome to the podcast. If you’ve listened to this podcast before, this is the potatoes, we’re about to get into the meat, and you – because you’ve listened before – know that we’re about to skip this section. What we do is we run a contest each and every week, and the content works this way: if we get a review and we get 10 shikos… you know what a shiko is, right?
Chris: What is a shiko? It’s a– here’s the quiz. You graded me last time.
Matt: 5 stars!
Chris & Matt: It is a share, a like, or a follow.
Chris: All combined. It’s an eWeb brand, an eWebResults branded term, shiko: share, like, or follow. So if we get 10 shikos and a review, then we don’t tell you how to leave us a review. We got those, so what we will do is tell you how you can connect with us on our profiles on the platforms we’re about to list, and those are things like: Facebook.com/
Chris: And finally LinkedIn.company/– no LinkedIn.com/company/– this is a hard one. I think you’ll get it.
Chris: Yes! Exactly! Ding ding ding! You win. All of those will take you to our profiles on those platforms, and go ahead and do the needful. If you’re a PHP genius or a WordPress guru, we’re probably looking for you. Go ahead and leave an audio résumé 713-510-7846. If you’re wondering what an audio résumé is, just call the number and you’ll find out. And if you’re interested in a free website profit analysis, you can get one. All you need to do is go to eWeb -excuse me – Results.com and click the green button. I’ve got a little bit of news, so the news that I thought was interesting, so Jeff Bezos, right?
Matt: Oh yeah, Amazon. Yeah.
Chris: Of Amazon fame, yeah. He’s down to #2 wealthiest man on the planet.
Chris: Gates, yeah. Gates bumped over him.
Matt: Just got him. Parents worked for Microsoft 25 years.
Chris: Yeah. Just saying.
Matt: Just saying.
Chris: Team Microsoft. And then this other one was, the Essential Phone right? So that’s the phone that’s created by one of the originators of the Android operating system. It’s got two cameras and so when it takes pictures, it actually takes one black and white and one color and then merges those two pictures for like really intense clarity and it actually works really good at low light.
Chris: So I think that’s kinda cool, that’s like most of the features. At least–
Matt: We should try it.
Chris: Like once you get–
Matt: Flash lights.
Chris: We’ll turn the lights off, there’s your black and white. It’s not working good. Alright, so that is really all I’ve got, we don’t have any PITFs today. Mostly because I didn’t do the research. I also just lost my article so the podcast is now over.
Chris: No, just kidding. Just have to pick up my piece of paper. Boom. Again, this is the meat of the podcast. This says, “Got amazing content but not leads? 5 ways to rethink your paid strategy.” Hey, Nicholas, he’s actually tuned in, thanks. Punch in the face to you Nick, for joining us on Facebook Live. Alright, again this is by Todd Saunders and really this is a really good article. The first thing that he talks about is: content’s not easy, right?
Chris: There is so much content generated all the time. Do you know how many hours of content are published on YouTube every minute? I see you’re cheating.
Matt: I knew it was a lot, but 400 hours of content that’s…
Chris: Every minute.
Matt: That’s crazy.
Chris: There are 400 hours of content uploaded onto YouTube. I cannot tell you how exhausting it is to watch it all.
Matt: It really– to be a consumer of information in this day and age, there’s so many different experts, there’s so much different things going on, there’s so many things to follow, you would think technology would help kinda optimize what we’re doing, but it kinda bogs us down ‘cause there’s too many choices.
Chris: Yup, too much information, information overload. And then they also asked, “do you have any idea how many WordPress posts are made in a day?” Yeah read it. There, it’s right there.
Matt: Yeah, punch in the face to Matt. Okay.
Chris: 2.7 million posts, WordPress posts, are added to the internet every day. It’s impossible to get content to consumers, right? That’s the point.
Matt: Well, what I was thinking is, WordPress makes about 20% of all websites on the internet, so imagine the other 80% that’s out there.
Chris: Exactly. That’s a great point, makes a whole lot of sense. So this is again, “5 ways to rethink your paid strategy.” And his first way is really kinda to pull back and say, “Hey is your content great?” ‘cause you know, the title of the article, “Amazing content but no leads?” You gotta kinda pull back and say, “Hey is your content great?” So what makes great content? Right? Great content– go ahead.
Matt: Yeah. No, no no. Keep going.
Chris: So great content is, “Have you documented–”? and really it’s kinda even fundamental about how you’re gonna create that content, “Have you documented the content strategy and performed adequate keyword research?”
Matt: Well you know, kinda taking a step back, going back to what is your content, right?
Matt: So it’s like ebooks, downloadable templates.
Chris: Oh yeah.
Matt: Case studies, demos, guides, white papers, podcasts. I mean back here at the beginning the article talks about a ceremonial ribbon cutting, right?
Chris: Right, right.
Matt: Right? Like that’s what a lot of people do is, they’ve worked really hard in the content and then they’re like, “Hey everybody, I’m launching my new content,” and then it goes nowhere, and they’re like, “Why doesn’t this work?”
Matt: Right? I think that’s pretty–
Chris: The point of the whole article, yeah.
Matt: Yeah. Yeah, and I think a lot of people deal with that, and so we’re kinda addressing that today. So I know I backed up a little bit, but I think it was–
Chris: No, it’s a good point ‘cause the analogy he had is: let’s say you’re at a ribbon cutting for your business and you do your ribbon cutting, right? You’ve launched your content and the only people who showed up are your friends, your family and couple of random people who struggle by– straggle by, and this is like: okay, so what do you do about that? How do you get people to that content ribbon cutting? So yeah, all sorts of kinds of content, it’s not just blog posts, right? It’s the ebooks, it’s the case studies, demos, guides, white papers, anything. A podcast, hey he mentioned podcast. Actual content, yeah. So have you documented the content strategy and performed adequate keyword research?” What you’re looking at there is– just had a flash on the screen. What you’re looking at there is: do you have the right strategy? Right? ‘Cause if you’re writing content that nobody’s interested in, then it can’t be great content.
Matt: And that’s a lot of what we talk here internally, right?
Matt: We’re creating content, but how do we deliver it? What’s the right platform?
Chris: Right? Media? Yeah.
Matt: Yeah. I mean– so I think that that’s really something that people overlook. They just think, “Let me push it out there, and it’s gonna catch on Google,” and right now you see with all that content being created, how difficult that is and how the right content strategy is super important.
Chris: Yup. Absolutely. So next, “Have you created highly visual and engaging content?” So that’s really important, is the content engaging and– have a screen that’s going crazy right now. Yeah, so you want it to be visual. Like so many people– Like there’s different types of people, some people like to read, some people like to look at pictures, some people like to watch videos. It turns out that there’s actually more people who are interested in looking at pictures and watching videos than reading, so just make sure your content has good spacing, that it’s got good un-numbered lists, that it’s easy to consume, so that people will consume it. Next, “Do you have a catalog of video content?” Right? So video content is a great way to have great content, right? That’s some good content, and, “Are you providing enough value in your downloadable content?” So this is kinda pulling back and saying, “Is your content actually great?
So that’s one of the ways that you can rethink your paid strategy. The next is to actually, “Use paid media to enhance your organic performance,” right? Marcus! Thanks for tuning in! So what it’s saying is your strategy shouldn’t be– zoom by the screen! Your strategy shouldn’t be 100% paid, it should be zero– and 0% organic. It also shouldn’t be 100% organic and 0% paid, it should be some combination of both. Right? So let’s get into the value of doing pay-per-click when– maybe you’re even doing well on organic and the first one– so really this is kind of the rethink it third strategy is: you get double listings when you do pay-per-click and you’ve got good organic placement, right?
Matt: Well Google also– you know, one of the discussions we’ve had here a number of times is when you run paid advertising and you got that click-through rate that goes up, Google looks at that and goes, “Man, this site’s getting a lot of hits,” also if you do have good content and they’re on the website longer, Google–
Chris: Appreciates that, yeah.
Matt: Appreciates that and probably factors that in, and then your organic listing goes up.
Matt: We’ve seen that over an over again. Even though we don’t have facts to support that, but that’s what we’re seeing in real time, you know?
Chris: Yup, yup. Absolutely. So the next one is, “Build an audience with Gmail Ads.” So this is again a way to rethink your paid strategy when you’re trying to get leads from you amazing content, right? So it talks like, there’s 1 billion active monthly users on Gmail. You could probably speak a little bit more about Gmail and running Gmail Ads than I can. The two points that we have here are, “Go broad and target keywords that are associated with your competitor.”
Matt: Yeah, that works.
Chris: It’s a good strategy, and “Get granular by simply adding the URL domains of your competitors,” right? So I don’t know if you’ve got anything to add on that?
Matt: I do. No, I think that a lot of people in PPC use search and that’s their main tool, and you gotta think of PPC like there’s multiple tools in the tool belt?
Matt: You know?
Chris: PPC is like a toolbox in itself.
Matt: It’s a toolbox in itself and when you move into Display, you move into emails, you move into Gmail Ads. There’s a lot of different things that are a little bit harder to do that people don’t focus on, and that’s where you’re gonna find those little honey holes to help your clients or yourself get those leads. So we can definitely talk more about that, we do do that here internally, it is a good strategy, yes.
Chris: Yeah, absolutely. And then one thing to keep in mind, remember the #1 visited spot on the internet is still the inbox.
Chris: Right? The inbox. So when we’re talking about what strategies to build with Gmail Ads, well you don’t just have to do Gmail Ads, how about send an email about the content that you just launched, right? So that people can come to that ribbon cutting.
Matt: Well, to speak on emails. Just for a minute which I think email marketing is super important.
Chris: Really powerful, yeah.
Matt: There’s definitely some infographics out there, you just search on Google, you can find it, but I believe email marketing is 10 times more effective than any other platform or strategy, still.
Chris: Right, right.
Matt: Even with all the spam, even with everything, it’s still the most effective platform. People typically keep their email addresses for 8 years of seeing different kind of variations there, but it’s like someone’s address, right? It’s like somebody’s mailing address. You can keep sending them stuff and if they’re looking out for your information, they’re gonna open that letter from you.
Matt: And so using email marketing in a variety of different ways, helps broadcast what you’re trying to achieve, and email should be part of every online marketing strategy, and if you’re not doing it, whether it’s drip campaigns, whether it’s email marketing, whether it’s PPC, whatever it is, you should be and you should call us and talk to us about it if you’re not.
Chris: Yeah. Yeah, ‘cause we can certainly help you with that. And then finally, this is the fifth way to rethink your paid strategy when you’re trying to get leads from amazing content, and it says, “Remarket,” and gets a little more specific, right? So remarketing is when somebody lands on your website, you drop a cookie or in terms of Facebook, you drop a pixel on their browser, and so now when they’re going throughout their day on the internet or on Facebook – which is internet but Facebook specifically – they’re seeing those ads.
It gets more specific and says, “Through custom messaging,” right? So Larry Kim is a paid search expert and he says, “You’re about 15% more likely to engage with a remarketing ad than kind of a blind display ad.” I think it might even be higher than that, I think it might be significantly higher than that, but yeah. It’s at least 15% more likely, right?
Matt: So what I do with remarketing is I typically have a 7-day strategy and I typically have a 30-day strategy.
Chris: Right. Yeah, yeah.
Matt: Hey! Hey guys!
Chris: 7 and 30.
Matt: A 7-day strategy and a 30-day strategy and if it’s a more complex campaign, target it for a specific product. If you think about Amazon, follows you all around.
Matt: One of the best practices that I would really consider doing is go ahead on any website you’re working on, or any website that you have. I would throw a LinkedIn pixel and Facebook pixel on the website in case you wanna do remarketing later.
Chris: Later, yeah. Yeah.
Matt: So that’s what I recommend.
Chris: Yeah, it’s kinda our policy. Launch a website, even if they’re not going into internet marketing with us, we wanna get that pixel and the Google remarketing code on the page. And then it gives some examples of like how you can get more specific with your remarketing. So let’s say, I don’t know, somebody lands on a landing page, you can just go back and send them a different message. So that landing page maybe had been very targeted, maybe had been about repairing an AC and then your remarketing ad is about replacing an AC. So like maybe you convinced them that they couldn’t repair it, so now your next stage or remarketing might be to replace that AC. Then the next is– they gave a good example. Hey, they got to a page with a form on it and they didn’t fill out the form, you just send them a note reminding them, “Hey, come back and fill out the form. You forgot.”
Matt: That works good.
Matt: That works really good. Do that.
Chris: It’s really– that’s the thing, it’s kinda a little creepy but you’re like, “Oh that’s right, I did forget.” And you can get very specific where you’re actually– if they– specially if they partially fill out the form, right? You can go back for that.
Matt: So the last thing I’ll contribute here and something that I think is really important to look at: is where somebody out in the buying phase or in the sales funnel, and also what remarketing is doing is called leaky funnel, putting them back in that funnel trying to get them back engaged, and even though that they’re a lead, it doesn’t mean that they’re not interested if you followed up with them one or two or three times.
Chris: Right, right, right.
Matt: Right? Average time right now is 7, now it’s 11 times. With all this content we’re talking a bout, you wanna constantly–
Chris: Be in contact, yeah.
Matt: Follow up with them, be top of mind, and when they’re ready to get back into that buying phase, boom you’re right there.
Chris: Yup, top of mind.
Chris: Absolutely. And then finally let’s say somebody– what is this? So they got final confirmation from the form but they actually didn’t convert, so go ahead and send them a message, maybe with a discount. So those are kinda specific custom messaging that you can get out there.
He did kinda answer his best strategy, these are kinda paid strategies, “Review your copy, rewrite your callouts,” right? “Improve your extensions,” so that’s directly in the AdWords campaign, “and experiment with expanded text ads.” Those are the kinda best strategies that Mr.Todd Saunders is using right now.
Matt: Last time I was talking to Google, those were some recommendations they had. Those were pretty standard practices for all PPC campaigns, so I would agree with that.
Chris: Absolutely. So the, “5 ways to rethink your paid strategy,” First: make sure your content is amazing. Again, “5 ways to rethink your paid strategy,” assuming you’ve got great content. “Use paid media to enhance your organic performance. Do double. What that does is double listings. So you get PPC and organic listing on the same page. Awesome! “Build an Audience with Gmail Ads,” and also just do email marketing to get that new content out there. “Remarket through custom messaging,” kinda the summary is: just remarketing, like just do remarketing.
Alright so that is– that is our content for today, that is the meat for the podcast. We’ve got a couple wrap-up things before we get outta here. Let’s see. First off, if you’ve listened to the podcast before, and you like podcast, hopefully you could do us a small favor. You could share this podcast with 3 of your friends, and you can do that now or the other option would be to do it now.
Matt: We’ll remarket you.
Chris: That would be good. So if you’re looking to grow your business with the largest, simplest marketing tool on the planet… the internet.
Matt: eWebResults? Oh.
Chris: The internet.
Matt: I liked eWebResults, and the internet.
Chris: We are the largest, simplest marketing took on the planet.
Matt: Yes, we are. You just call us and we do it.
Chris: And we do it, it’s done. Call eWebResults for increased revenue in your business, our phone number is 713-592-6724. We do have a program called Instant Leads. It is focused–
Matt: Leads leads leads…
Chris: Guaranteed teed teed. The way it works is we build a highly optimized PPC campaign. And when I say we, really kinda Matt is building it, and managing it, and controlling it, and doing an amazing job for our customers.
Chris: So WE build an amazing highly optimized PPC campaign. We also build a highly optimized-for-conversion landing page.
Matt: We do. We do.
Chris: People look for what you offer or what you sell, they see an ad that references what they offer– what you offer and what you sell, and some sort of offer, like what kind discount maybe they could get, so an offer. They land on the page that talks about what you offer or what you sell and then they convert, right? So that’s Instant Leads Guaranteed.
If you have a referral – that’s anybody who’s interested in any part of internet marketing – that’s website design, that’s PPC, we talked about email marketing, maybe building some sort of funnel for your website to make sure that you’re capturing people before they’re interested in the buying cycle, so they’re way up in that funnel. We could help you. You send that referral to us, they pay us, we pay you. It’s a nice referral program in place.
Matt: So Chris I got a question.
Matt: What do you think if anybody watches this podcast and references this podcast, we give them a 3% discount on our Instant Leads program?
Chris: Instant Leads? Okay.
Matt: You wanna do that?
Matt: You wanna do that? You wanna make that effort?
Chris: So yeah, let’s make it 5%.
Matt: Okay! Let’s make it 5%.
Chris: Make an even 5%. So if you reference this particular podcast 384 -you gotta know the number – we’ll give you a 5% discount on our Instant Leads Guaranteed program. And I’m gonna have to take care of him a little bit later. Putting me on the spot there, I’m getting all flushed.
Alright, so if you’re in Houston and you’re doing networking, you need to go to UPSocialNetwork.com and join us at the next event.
Chris: I’m not gonna say any more about that today, you just need to do that. We’re recommending all of our customers to join that organization because it generates content for you, pretty awesome. Please remember we were filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. If you would like a transcript, audio or video of this podcast, you can get that at eWebResults.com. I can tell you that given our recent change, the video– watching the video of the podcast is gonna be significantly more interesting, so go ahead and check that out. You can find that at our YouTube.com/
Chris: Yes. Alright so until the next podcast– by the way you guys have made us the most popular internet marketing podcast on iTunes. We really appreciate you. We got– let’s see. “Providing values is especially important if you’re asking for something in return, like lead info.” Lorien you are exactly right, and punch in the face for you tuning in on Facebook.
Chris: It’s you, people like you, Nick, Marcus and Lorien who have made us the most popular internet marketing podcast on iTunes. And then to all of you who are listening you know, just to the podcast. Thank you, we really appreciate you, we do this for you. If you’ve got any questions that you’d like answered, go ahead and send those questions to us. You can just send it to podcast@
Chris: Alright, until the next podcast, my name is Chris Burres.
Matt: Matt Bertram.
Chris: Bye bye for now.
Tip from SEO Podcast 384 – Use a paid strategy to promote your great content