Part 2: Getting Down to the Nitty-Gritty of Paid Search PPC

Join Chris and Matt for another thrilling discussion on PPC and paid search.

Our article this week is “The Nitty Gritty Paid Search Account Health Check: Part 2” by Amy Bishop at Search Engine Land.

Catch up on the latest episodes of the SEOPodcast with your hosts, Chris Burres and Matt Bertram! It’s “effortless SEO education” and the “best SEO podcast in the universe!” Check out the podcast video, memes, transcript, and more: www.ewebresults.com/seo-podcast-archive.

You can also listen on Podomatic!

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 on-call PPC Specialist.

 

Chris:                  Welcome back to another fun-filled edition of our podcast! We’re gonna talk a little bit about a good article we’ve got today. That article–

 

Matt:                  Second half. Yeah.

 

Chris:                  The second half of the article, “The nitty-gritty paid search account health check.” This is part 2 and this is from Amy Bishop. And actually, if you’re in a position right now, you got an electronic device, you can tweet. What we’d like you to do is tweet SEOPodcast, #SEOPodcast. Mention 395, that’s the podcast we’re in. Make sure you tag Amy Bishop, her Twitter handle is @hoffman8 H-O-F-F-M-AN-8, the number 8. And then also include us, @BestSEOPodcast, @eWebResults.

 

Matt:                           @MattBertramLive

 

Chris:                  Add Matt Bertram, add everyone. So this is exciting, we’ll get to that article here soon, very shortly. Let’s see. We’ve got– that’s the teaser, we did the tweet now.

 

Matt:                  What’s the teaser?

 

Chris:                  The teaser is–

 

Matt:                  I wanna hear the teaser.

 

Chris:                  The teaser was this. This was like, “We’re about to cover this wonderful article.

 

Matt:                  I thought we were gonna be giving stuff away.

 

Chris:                  Yeah, we may be getting–

 

Matt:                  I don’t know, like the 7– the 5 best tips?

 

Chris:                  5 best tips.

 

Matt:                  17 strategies?

 

Chris:                  So if you go to our website, eWebResults.com, you will see a button and it’s got some 5 key tips that you need to understand about internet marketing to be successful. Click that green button, fill out the form, and we’ll get those over to you. Really powerful stuff.

 

Matt:                  That’s a teaser.

 

Chris & Matt:    That’s a teaser!

 

Chris:                  Hey so, if this is the first time you’ve listened to podcast: howdy, welcome to the podcast. If you’ve listened to this podcast before, we’re about to change things up a bit. Had a brainstorming team–meeting with the–

 

Matt:                  You’ve got a brainstorm team. We have a whole brainstorm team we brought in.

 

Chris:                  I just stick them in a room, they come out with good ideas. And most of the time, I’m like “Nah. Nah.”

 

Matt:                  And we just do whatever.

 

Chris:                  This idea sounded really good. We wanted to change up our kind of weekly contest and shorten things up, and actually give some more benefit to that contest. Here’s how the contest works, right? We need to get one review each week, and we need to get 10 shikos. What’s a shiko?

 

Matt:                  A share, a like, a follow.

 

Chris:                  That’s how we kind of abbreviate it– abbreviate that. If we get 10 shikos and one review in a week, then we’re gonna skip the section– actually we’re not gonna skip it entirely. We’re gonna move it to the bottom.

 

Matt:                  So you don’t have to fast-forward through it.

 

Chris:                  Yes. Yes. We think it’s valuable to have this piece. It’s really– you know, listening to this podcast is much about education about how we market ourselves and the podcast. I think there’s a lot to learn there. So you should never remove the piece that tells people what actions you’d like them to take.

 

Matt:                  Well it’s a reciprocation.

 

Chris:                  Yeah.

 

Matt:                  Like you think this is value? Give us a share, a like, or a follow or reach out to us and let us know and we can build this communication with you and this relationship.

 

Chris:                  We can build it together.

 

Matt:                  We can build it together.

 

Chris:                  I like it. So that’s how we’ve changed that just a little bit, ‘cause what was pointed out is like we would get the 10 shikos, we didn’t get the one review, and then we would still do some of that stuff. We’re gonna move that to the end.

 

Matt:                  Yeah.

 

Chris:                  So, we’re also gonna shorten up reviews. We’re really gonna ask you to do us the small favor of giving us a review on Yelp.

 

Matt:                  Yes.

 

Chris:                  That’s it, we’re not gonna talk about anything else. Yelp. All you need to do is go to eWebResults.com/

 

Matt:                  Yelp

 

Chris:                  Pretty simple. That will take you to our Yelp page. And especially you know if you have a little bit more Yelp clout, because you’ve left more Yelp reviews. I don’t know why I’m emphasizing the P. If you have a lot of Yelp clout, then go ahead and make sure you go there, leave us a review. Hopefully you’ll make that review–

 

Chris & Matt:    5 stars!

 

Chris:                  And then next real quickly, how can you shiko us? Get to our profile on these platforms: Facebook.com/

 

Matt:                  eWebResults

 

Chris:                  Twitter.com/

 

Matt:                  eWebResults

 

Chris:                  YouTube.com/

 

Matt:                  eWebResults

 

Chris:                  Instagram.com/

 

Matt:                  eWebResults

 

Chris:                  And then LinkedIn.com/company/

 

Matt:                  eWebResults

 

Chris:                  If you get there, make sure you shiko us. Share, like, and follow. All three of those are really important, we really appreciate it. Yelp!

 

Matt:                  If you think this is valuable.

 

Chris:                  Yeah.

 

Matt:                  Please, reciprocate.

 

Chris:                  Please do.

 

Matt:                  We love you.

 

Chris:                  Excellent. If you’re a PHP genius or a WordPress guru–

 

Matt:                  We’ve hired you. We don’t need you. We’ve already hired you, but if you’re an account manager and you’re in Houston, we would like to talk to you.

 

Chris:                  Yes, absolutely.

 

Matt:                  And HubSpot experts.

 

Chris:                  So we’ve kind of bumped into a situation where there’s people out there, maybe they’re selling and would like to be executing on some campaigns or they’re executing on campaigns and they’d like to be in charge of their own financial destiny, we’d like to talk to you.

 

Matt:                  Yes. We want entrepreneurs.

 

Chris:                  Give us a call. Just give us a call straight to the– not that number, but just give us a call at the office.

 

Matt:                  Look us up on any platform.

 

Chris:                  If you are looking for something free– you can still get something free.

 

Matt:                  I like free things.

 

Chris:                  You just cannot get a free comprehensive website profit analysis. You can’t get that anymore.

 

Matt:                  It’s like a $1500 value.

 

Chris:                  I’s a $1500 value.

 

Matt:                  It’s really–

 

Chris:                  You can still get it, there’s just a small fee associated with it. It’s discounted, it’s not $1500. Discounting sounds not good. We’re offering it for those people who listen to our podcast for–

 

Matt:                  500 dollars, $499.

 

Chris:                  $499

 

Matt:                  But we still are offering a 15 minute consultation with one of our experts and this has been extremely valuable, a lot of people have moved over to the profit analysis, ‘cause they found it so valuable. It gives you a window inside what we do for our clients on a monthly basis. It’s a coaching session, it’s a strategy, people really love it. And again, 15 minutes with our expert, we can solve one of your biggest problems in that time period, so please give us a call.

 

Chris:                  Imagine what it would feel like to have one of your biggest internet marketing problems and/or questions solved and answered.

 

Matt:                  More leads!

 

Chris:                  More leads, absolutely. Alright so we’ve got some interesting information. Did I–

 

Matt:                  And just a keynote, okay? We do PPC, we do website design, we do social media management, we do content and blogs, we do a number of different things. Email drip campaigns.

 

Chris:                  Search engine– yeah, just local SEO. Yeah.

 

Matt:                  SEO, we can do PR releases. We could do all kinds of stuff. So give us a call. If you know somebody, refer them to us, we can help people. We’re doing this day in and day out with some huge successes. We’re gonna start posting case studies on the website. We’re changing some stuff around, so stay tuned.

 

Chris:                  Alright, so we got a couple of questions people have submitted. I’m probably gonna keep this a little bit short, and skip a couple of the things that were submitted. Steven K Dale, he said, “In response to the top position snatchers–” because we ask this question on the podcast. “My job as an internet marketing consultant is to uncover hidden opportunities for my clients. By using search terms and knowing my client’s business very well, I now become an important part of their team. It’s no longer good enough to be number 1, but rather be on page 1 multiple times by focusing on the word Multiple and page 1, you can use word combos or combining words to have your own trademarked term.” I like that. “Keep up the great podcast, the new format is much better. You guys are great together. Putting a focus on how this SEO stuff affects the marketing is a key to understanding our roles with our clients.”

 

Matt:                  So something really interesting out there–

 

Chris:                  First off, punch in the face to you.

 

Matt:                  Yes. Punch in the face.

 

Chris:                  Steven, yeah.

 

Matt:                  You’re talking about double and triple serving. I support it, okay? In AdWords they don’t support it. But in SEO you can support it, you can build your personal brand, you can build your company brand, you can build a key search term. So there’s a lot of different ways to do it. Double and triple serving is getting– is starting to happen more and it’s more competitive. I agree with it, you just can’t do it in PPC, or if they catch you, they will ding you. So, yeah.

 

Chris:                  Yup. Alright, next from– Okay, so punch in the face to you Steven. Next Jacob Fitzpatrick, he says, “I got a client who created redirects for all of his social accounts. Example: hisCompany.com/Facebook – that’s like us – redirects to his company Facebook page/Twitter. Redirects to his company’s Twitter page. Anytime he links to social within his sight, he uses the above links. Any thoughts on this from an SEO Linking stand point?” Alright, so this can depend on a couple factors, right? One of them is: if it’s a 301 redirect, it just doesn’t matter. Really you wanna land them there, and it might not just be from other pages within his website, maybe if he’s out there doing some blog posting, maybe some commenting, getting any information out there and wanna drive people back. Or even if he’s handing out any literature and getting people to his social media. He’s gotta land them there first. And the reason I would do that, really wouldn’t be for an SEO perspective.

 

Matt:                  It’s like 8% or 10%, and the total make social, so yeah.

 

Chris:                  So what I’d really wanna do is drive them to my website so I can drop a cookie on their browser and remarket to them.

 

Matt:                  Yeah, I like that.

 

Chris:                  I don’t think there’s much value in SEO link juice from this. So I wouldn’t really be that concerned about it. But again, if you’re driving people to your social media, who haven’t been to your website yet, right? Then you could– could be very valuable to have them land there so that you can remarket to them.

 

Matt:                  Yeah, remarket on different pages, set up multi-tags. And there’s a lot of fun things you can do with remarketing, but I wouldn’t be looking at it from an SEO perspective.

 

Chris:                  Yeah, absolutely. And next finally, we’ve got Anthony Colfelt. He says, “Down here in Australia we like to call it OES.” SEO, OES.

 

Matt:                  Interesting. They’re on the other side of the world commenting our stuff.

 

Chris:                  “Because everything’s backwards and upside down. But one thing that is true the world over, is that the guys at eWebResults have the #BestSEOPodcast around.” Excuse me, #BestSEOPodcast around. Punch in the face to you Anthony.

 

Matt:                  Yes, thank you.

 

Chris:                  “It’s the right length, it’s entertaining, and yes, it’s also insightful! I’m a regular listener to various digital marketing podcasts, but this one is in my top two faves.” He says, “PITF to you guys for the regular bombardment of knowledge on us all – BOOM! Just like the Johnson’s Baby Shampoo, there will be no more tears for you when “SHIKO” these chaps.”

 

Matt:                  I like it.

 

Chris:                  Yeah, he’s on a role.

 

Matt:                  Thank you.

 

Chris:                  “If you’re visiting the great brown land down under, “Hit me up! Anthony at Handmade Web & Design. Punch in the face to you– oh by the way that was a 5 star review, so punch in the face Anthony.

 

Matt:                  So we actually just met with a VC company that’s based out on Australia, that we might be doing marketing for. So if we land that, we’ll let you know. But punch in the face to you down under, we’re reaching across the globe, Chris.

 

Chris:                  Very cool, I like it.

 

Matt:                  Yup, Yup.

 

Chris:                  I like it. In my news, just keep it really simple. A rogue employee deletes Trump’s Twitter account.

 

Matt:                  For 11 minutes. It was for 11 minutes

 

Chris:                  Yeah. That’s just crazy. Facebook ad revenue tops 10 billion, and they found some new spaces inside the great pyramid. So maybe we’ll have some–

 

Matt:                  So that’s where my parents are. They just–

 

Chris:                  Oh!

 

Matt:                  Yeah, my parents were in Syria and they went to Petra, and they’re going to the great pyramids and all that stuff right now.

 

Chris:                  That’s cool, so like they’re– there’s a space there that they’ll excavate soon.

 

Matt:                  Okay.

 

Chris:                  I thought this was kind of cool that you know, they believe looters got in and took everything out of the pyramids long ago, but these are spaces that they think they wouldn’t have know existed.

 

Matt:                  Under the Sphinx there was like a library potentially. They think there’s a library that’s like the library that got burned or something, wherever it was. I don’t know.

 

Chris:                  Yeah, the big library.

 

Matt:                  The big library of knowledge.

 

Chris:                  Alright, here we go into, “The nitty-gritty paid search account health check.” This is part 2. I have to issue a correction from the previous podcast. I’ve had some challenges counting. So last time I said it was 8 steps in the part 1, it was actually 9. There were two step seven. As I was going through it I’m like, “How to– oh. Two step seven.” This one has– the total amount for these two is 14. So we’re gonna cover 9 through– excuse me. We’re gonna cover 10 through–

 

Matt:                  5, 5.

 

Chris:                  Okay, we’re gonna cover 5. Look! I’ve already screwed it up! Right? I just said that there were 9 last time and my fist one is number 9. no, the first one is number 10. I’ll see if I can keep the math going and add this. Now, I did wanna briefly recap– again, “The nitty-gritty paid–”

 

Matt:                  It is 9 to 14. 9 plus 5.

 

Chris:                  No no, are you sure?

 

Matt:                  9+5 is 14.

 

Chris:                  No, no. Yeah, but this one is 10. The first one here is 10.

 

Matt:                  Oh the first one was 9.

 

Chris:                  It’s supposed to be 10. I screwed up and like didn’t–

 

Matt:                  Well then that’s 4.

 

Chris:                  Yeah, it’s crazy.

 

Matt:                  Yeah, okay.

 

Chris:                  Alright, so last time we covered these 9 things.

 

Matt:                  Ah yes.

 

Chris:                  And they were: first, get the background information.

 

Matt:                  Yes, important.

 

Chris:                  Second, conversion tracking. Types, values, and priorities.

 

Matt:                  If you don’t do this, it doesn’t even make sense to even start ‘cause you can’t track anything. Build the chessboard.

 

Chris:                  Yup. Part of an account health check. Performance trends over time.

 

Matt:                  Great data —  very important.

 

Chris:                  Campaign structure.

 

Matt:                  Very important.

 

Chris:                  Device performance analysis.

 

Matt:                  Yes.

 

Chris:                  Geographic performance analysis.

 

Matt:                  It depends, yes.

 

Chris:                  Depends. Time of day and day of week performance.

 

Matt:                  Very important make sure someone’s answering the phone.

 

Chris:                  Yup.

 

Matt:                  Like make sure. Like 70% of people– I don’t remember where the stat came from. 70% of people will just leave. They’ll call somebody else, if they don’t call you. So we run all our ads like the 9 to 5.

 

Chris:                  When the phone can be answered, yeah.

 

Matt:                  When the phone can be– 6:00, yeah.

 

Chris:                  It’s 7:30 on Friday.

 

Matt:                  Yeah, on a Friday.

 

Chris:                  Reviewing Ad tests, right? Like if you’ve got tests–

 

Matt:                  Well your tests have great data, yeah.

 

Chris:                  Reviewing ad extensions.

 

Matt:                  Super important, ad extension. Like ad extensions are just huge. And you gotta make sure the links actually click through and hit stuff, it broadens the scope of the ad. A lot of people still aren’t doing it. So please, like our tip: Focus on the ad extensions.

 

Chris:                  Yeah, absolutely. Alright so this is part 2. Again Amy Bishop, punch in the face to you, @hoffman8 H-O-F-F-M-A-N and the number 8. Alright so number 10.

 

Matt:                  Yes.

 

Chris:                  And again, these are things that you need to do in a paid search account health check. There’s always room– “Keywords and negatives.”

 

Matt:                  Very important.

 

Chris:                  Very important. There’s always room for an audit on keywords and negatives. And she really dug in on this second half. She’s got lots of points. “Are there any keywords that are spending money without converting?” And I know this is something that you came in and were looking at, some prospects and their accounts recently, you’re like, “Hey. I don’t know if you know this, but you’ve been spending money on this for years and never got a conversion. I think we should turn it off.” Guess what the client said? What’d the client say?

 

Matt:                  Turn it off.

 

Chris:                  Turn it off, yeah.

 

Matt:                  So just a quick note on to this, not to go into too much detail and spill all the beans here. But there’s really strong negative lists out there, use those as a foundation.

 

Chris:                  Right.

 

Matt:                  Also competitors. Actually if you’re gonna run that, run that as a separate ad group and block all those out because you’re paying for that word plus the competitor and if you’re not getting conversions on that, you wanna know. I can tell you, we did recently a trial on WordStream. Basically all their algorithms are things that we already do, just makes it more visible if you’ve thought about WordStream. Good service if you don’t–

 

Chris:                  Good product, good service. Yeah.

 

Matt:                  Yeah, if you don’t know what you’re doing. But really if you divide things into proper ad groups, you can catch what you’re looking for and you need to do the reverse of a lot of things if you’re building these ad groups.

 

Chris:                  Right, right.

 

Matt:                  Right? So negative out here, target here, negative out here to target there. So you’re not double bidding on keywords, ‘cause I think that that’s probably one of the biggest mistakes I see.

 

Chris:                  Yeah, double bidding. You’re just bidding against yourself. Alright, let’s see, “Are there any keywords that are below the first page bid?” Right? So you wanna look at those things.

 

Matt:                  Don’t always believe Google on those suggestions though. But yes, and they make it real easy to jack up your bid.

 

Chris:                  Looking at bids that aren’t competitive enough to obtain any exposure. So maybe your bids are just too low. A lot of this is gonna be about bids. “Is there a strategy in place pertaining to match type?”

 

Matt:                  Yes, there is.

 

Chris:                  Yeah. There needs to be.

 

Matt:                  Well, don’t bid on all broad keyword terms. Like just don’t start doing that or you’re gonna blow all your budget. And just when you’re targeting keywords, you gotta decide when the return on investment gets too high, and you’re like, “I’m outta this auction. Peace out.”

 

Chris:                  Right, right. Gets too expensive. Next, “Are there any keywords that are converting well but that are at a lower-than-necessary position?”

 

Matt:                  Jack ‘em up.

 

Chris:                  Yeah. By the way, she’s got 14 points with regards to keywords and negatives.

 

Matt:                  Yeah, this is the meat. I like it, yeah.

 

Chris:                  Yeah, so I’m gonna kinda jump forward here.

 

Matt:                  Yeah, I’ll let you go. I’ll let you go.

 

Chris:                  “Are any keywords suffering from low quality score?” Right, and she really addresses that in point number 15.

 

Matt:                  I mean when you get into the landing page and stuff, it’s super important.

 

Chris:                  Yeah, pretty cool. Alright, so she’s got a couple of other points, but we wanna hit those highlights. Next, this is the thing that you should do when you’re doing a search account health check. It’s number 11, “Bid review.” “An infinite number of factors can be analyzed when reviewing keyword bids.” First and most importantly, we agree with this. We always talk about never throw money against the wall and see if sticks. “Is a clear bid strategy defined?”

 

Matt:                  Yes.

 

Chris:                  Right? And by the way, I remembered an example from negative keywords, we’re working with– we had just acquired an account that does auto glass, right? So they’ll actually drive to your location, change out your auto glass. We’re reviewing there, we’re doing this account health check on their PPC campaign. They were paying for Repair Apple Glass, Repair iPhone Glass, right?

 

Matt:                  Yeah.

 

Chris:                  They’re car– like they’re auto, they don’t do it.

 

Matt:                  AC, AC repair, right? Car or home.

 

Chris:                  Yeah.

 

Matt:                  Depends, right?

 

Chris:                  Yeah, have those right negatives. I just wanna make sure we got that story in there. Do you have a clear bid strategy, make sure it’s defined. So this is interesting, and maybe I’ll catch you on this.

 

Matt:                  Oh no.

 

Chris:                  “Are budgets maxed out, to the point that decreasing bids may actually generate more exposure?” And I think–

 

Matt:                  Ask me that again.

 

Chris:                  Yeah, right?

 

Matt:                  Like say that slowly.

 

Chris:                  Slow, right? So are budgets maxed out–

 

Matt:                  Budget’s maxed out, alright.

 

Chris:                  To the point that decreasing bids may actually generate more exposure?

 

Matt:                  Well if you put them into other places, right?

 

Chris:                  Okay, yeah.

 

Matt:                  Like if you reallocate the money, ‘cause that click– like if you look at what your return on investment is, you might be bidding on that keyword too much and there might be other little honey holes that you can find. That’s what I interpreted from that.

 

Chris:                  Yeah. It took me a while, I had to read it like, when I was going through the article the first time, a couple of times. But yeah, you know, it’s about reallocating your budget that’s already getting spent. So, top performers in low positions or are there low performers in high positions? Those are the things that you wanna review. I added this one: is your bid such that one click shuts down that ad for the day? And if you were to increase your overall budget just a little bit, you could actually get a another click, but not increase your monthly budget that much.

 

Matt:                  Well I mean i think that that’s one of the big strategies, if it’s a low bid on keyword. And I mean that’s one of the things I’ve implemented quite a bit is: a campaign. You’re targeting low-volume keywords, well you might get three clicks this day and zero the next day. And if you cap it at– whatever it is the first day, then you can miss out on those two other clicks, and then the next day. And by the end of the month you don’t hit your goal budget spend.

 

Chris:                  Right.

 

Matt:                  So you gotta play all kinds of games and you gotta watch it, and so there’s some things you can do, and strategies you can implement. But I mean, AdWords you can’t necessarily set and forget, you know? To a certain degree.

 

Chris:                  Well, and I like that concept. So really what you’re saying is: maybe there is a low search volume. There’s let’s say 30 searches in a month, and there’s not 10 a day, right?

 

Matt:                  Yeah.

 

Chris:                  We know that it’s gonna be like 20 one day, 5 one day. And so as it’s oscillating, you wanna be able to capture the appropriate percentage of the full 20 that happened on that busy day, right?

 

Matt:                  Yeah.

 

Chris:                  And so yeah, absolutely. That’s something you gotta take advantage of. Otherwise you’re just gonna– you’re not gonna hit your budget. Alright so number 12, “Budget optimization opportunities.” You always wanna be looking, she says at the ROAS. Did you know–? I knew you read this article, did you look at ROAS?

 

Matt:                  I did read it, yes. Yes.

 

Chris:                  Lots.

 

Matt:                  Oh yeah, I read it lots.

 

Chris:                  I think you read it more. Return On Ad Spend (ROAS) was what she was talking about. So when talking about overall budget optimization, like in a sense we were just alluding to that. That’s really budget optimization when you’re saying, “Hey, let’s have a higher click, but we gotta monitor the budget.” Those are related. She says, “Consider grouping similar performing campaigns with similar goals together so they can share that budget.”

 

Matt:                  Say that one time.

 

Chris:                  Alright. “Consider grouping similar performing campaigns that have similar goals together in a shared budget.” Right? So shared budgets are really good ways to have those ad groups– make sure you don’t overspend on that particular target. And then maybe you need to split them out into two groups because some of the ones that performing better, you’re missing out on.

 

Matt:                  Well, what we were talking about before is, if you’re gonna jack up the bids in certain areas that are low volume keywords, you could group those together to go: “Okay. Well, I’ll get some over here. I’ll get some over here, but I won’t–” You know at the end of the month do that, right?

 

Chris:                  Ah yeah, yeah.

 

Matt:                  So you could group them that way.

 

Chris:                  Yeah, so if you’ve got multiple ones with low search volume, throw them into the same group, the high bid campaign for that. It’s not likely that three campaigns will all have a really high search volume that one day. Interesting.

 

Matt:                  Well, like branded and remarketed. I like putting those together, you know?

 

Chris:                  Excellent. Alright, so again this is, “The nitty-gritty paid search account health checks.”

 

Matt:                  Yes.

 

Chris:                  This is number 13, “Audience performance analysis.” He’s laughing ‘cause he’s seeing my number 12, and me saying the number 13. So again, this is “Audience performance analysis.” “First and foremost, are audiences being utilized?” So I gotta tell you, I haven’t really played around with audiences as much, I haven’t audiences as much.

 

Matt:                  Would you want me to talk about it? You want me to talk about–?

 

Chris:                  Yeah, I think– well, let me just– “Are the audiences in play performing better than the campaign average?” That’s all I highlighted, go.

 

Matt:                  Okay. So audiences. When you’re doing search– okay, now there’s a lot of fun things with display, that’s a jungle. And that gets it’s own podcast, but as far as–

 

Chris:                  Ka-kaw, ka-kau.

 

Matt:                  Yeah. As far as search goes, like if you’re selling some item that’s like a house. A house. You’re selling a house, right? So an 18-year-old to a 25-year-old, might not be ready to buy a house, you might wanna exclude that.

 

Chris:                  Right.

 

Matt:                  Other items you might wanna exclude like 65 and up. Right? So that’s one way. Male-female, test and AB pages, or split testing landing pages, male-female. Something fun to do.

 

Chris:                  Right.

 

Matt:                  Also one of the things that I actually have started playing with that I haven’t played with previously. We’ll see how it goes. You can now bid on demographic income level.

 

Chris:                  Okay, yeah.

 

Matt:                  Right, so if you’re targeting to the affluent, right? Or you’re trying to get health insurance, you can target a different demographic for that.

 

Chris:                  Right, right.

 

Matt:                  And so, playing with that, with times, with locations. All these things are factors and levers that you wanna utilize ‘cause a lot of times you just wanna spray it out there. I’ll give you– well one: it’s not so much demographic, but you wanna play with it, you wanna test. And actually when you were showing me a quick thing in here, I did see when she said to test the Google search vs Google search and it’s partners, right? ‘cause like what I can tell you is Google search– I want people that are looking on Google. I’m not sure, right? There’s a list somewhere I’m sure. All Google’s partners– now on Bing, you can pick the search partners you wanna participate with. But this is all or nothing, and I can tell you that Google performed better. So if you wanna spread it out and get more reach, great. But if you want more quality, maybe just stick on the search platform. So they’re just tweaks. Yeah so.

 

Chris:                  Very cool. So that’s audiences. Part of, “The nitty-gritty paid search account health check.” Next is number 14 out of 15. This is “Campaign settings,” right? So she listed the campaign settings that she likes to visit, and she actually says she rarely ever recommends any ad rotation other than rotate evenly, that was one of the examples she gives. So here’s what she looks like in terms of campaign settings.

 

Matt:                  Okay.

 

Chris:                  “Bidding,” “Ad rotation,” which we just commented on. “Ad delivery,” right? So, “review this to ensure that budget is being utilized most effectively.” The “Network.” “Review this to ensure that search and display are separate.” She recommends they always be separate.

 

Matt:                  So delivery, when– I’ve seen a couple campaigns that there’s no ads to deliver. So someone set up a campaign quickly and there’s no ad actually being delivered. So like making sure–

 

Chris:                  So it’s an “Active campaign.”

 

Matt:                  It’s an active campaign, and you’re like, “That’s not getting clicks.” Well, if you don’t have any ads to serve, then that’s the issue. So that’s troubleshooting I guess.

 

Chris:                  Next. And then, “URL parameters and tracking templates.” Those are very good to use if you wanna actually have good data. “Review these to check if there aren’t any messy URLs.” Sometimes you can actually get on the campaign level and then on the actual ad group level you can have these additional URL parameters and you can end up with a pretty ugly URL.

 

Matt:                  No one looks at that.

 

Chris:                  Oh yeah, that’s actually true.

 

Matt:                  Like some of them we have, are like this big.

 

Chris:                  Alright. So next is 15, “On-page optimization.” This is the last one. Again, this is, “The nitty-gritty paid search account health check.”

 

Matt:                  Nitty-gritty, we’re working.

 

Chris:                  I’m gonna go through this.

 

Matt:                  We’re working on those PPC campaigns.

 

Chris:                  Number 10 was, “Keywords and negatives.” Number 11 was, “Bid review.” Number 12 was, “Budget optimization opportunities.”

 

Matt:                  Is that confusing?

 

Chris:                  Number 13 was, “Audience performance analysis.” Number 14 was, “Campaign settings.” And finally, “On-page optimization.”

 

Matt:                  Come on now.

 

Chris:                  I’m gonna be honest, I think this is probably the most underrated aspect of implementing and really doing an account health check. Or improving the results.

 

Matt:                  People don’t even consider the landing aspect of PPC sometimes, yeah.

 

Chris:                  There’s a lot of PPC people who are like, “Look, I’m getting new traffic, I reduced the cost by 10%.” What’s the value in reducing the cost of clicks to your website by 10% to a webpage that converts at a zero rate? There’s no value.

 

Matt:                  Zero, Zero. That’s a zero value.

 

Chris:                  Like you’re just throwing money away.

 

Matt:                  Throwing less money. Throwing less.

 

Chris:                  Yeah. Yeah, that’s good. Yeah.

 

Matt:                  Yeah, throwing less money. Yeah.

 

Chris:                  So there are companies – and you can go try them – that will help you throw away less money, and I think that that’s what they should advertise. If they’re not focused on the landing page, the landing page experience – and it needs to be different for different industries – and the conversions that are happening on that landing page, then all they’re doing potentially if you’re lucky, is helping you throw away less money.

 

Matt:                  Well, some campaigns I’ve seen, the recipient, the customer–

 

Chris:                  Yeah the customer.

 

Matt:                  Doesn’t– gets click-through rate. “Look, look. We increased your click-through rate.” But there’s no discussion of how many conversions you got, they’re just hoping you make the jump from, “Well, you’ve gotten more clicks,” or you gotta a higher click-through rate–

 

Chris:                  So you must be good.

 

Matt:                  So you must be better off because through Plinko– the Plinko game – you know, you’re gonna get more–

 

Chris:                  Right, right. Eventually, throw enough balls and you’ll get some money.

 

Matt:                  If you throw enough traffic at a website, it will convert at some rate.

 

Chris:                  Yeah.

 

Matt:                  Usually, but yeah. It will, it will.

 

Chris:                  Just make sure that that rate isn’t like half a percent.

 

Matt:                  If the button works. If the button–

 

Chris:                  Yeah, as long as the button works.

 

Matt:                  Button works.

 

Chris:                  We bumped into that too. Alright. So on-page. She says, “Once identified all of the optimizations that could be made within the campaign, it is time to shift your focus toward improving conversion rates and your landing page.” Absolutely. She literally– this has like two sentences in this paragraph. I believe it warrants– Well, so did she. Look, she referenced two other posts, so yeah.

 

Matt:                  Very good, very good.

 

Chris:                  Punch in the face to you Ms. Amy Bishop. It’s a good article, that was part 2.

 

Matt:                  Like so she’s Amy Bishop,

 

Chris:                  Hoffman.

 

Matt:                  So did she change her last name?

 

Chris:                  I think so. Yeah, I think that’s what happened.

 

Matt:                  I mean there’s something — Because you know, that’s my name, by I kept my old handle.

 

Chris:                  I already had my Twitter account, so yeah.

 

Matt:                  Yeah, yeah. Yeah. Alright, yeah cool.

 

Chris:                  Well, punch in the face to you Amy Bishop. Again, Tweet her, let know that you listened to us discuss her article.

 

Matt:                  I like it Amy.

 

Chris:                  On the BestSEOPodcast, and you can tag her at @Hoffman8.

 

Matt:                  Yes.

 

Chris:                  That was a really good article.

 

Matt:                  I liked it.

 

Chris:                  I’m happy we did that. It’s part 2. You know, if we started part 1, and we were like, “Eww.” We might have skipped part 2. We didn’t ‘cause it was really good.

 

Matt:                  It was very good, thank you.

 

Chris:                  Alright, so if you liked this podcast, we’re gonna ask you, really to do one thing. Go to our Yelp page and leave us a review.

 

Matt:                  Yes, a 5 star hopefully, review.

 

Chris:                  Go to eWebResults.com/

 

Matt:                  Yelp.

 

Chris:                  And get it there. If you’re looking to grow your business with the largest, simplest marketing tool on the planet–

 

Matt:                  The internet through PPC, through website design, though optimization, through email marketing, through SEO, through social media marketing. Contact us.

 

Chris:                  We do all those.

 

Matt:                  We do all those things.

 

Chris:                  If you’re getting marketed to, at your computer or on your phone, we can help with that, right? So we’re kind of exaggerating here.

 

Matt:                  If you’re getting marketed to on your phone, we can help with that. We can help replicate that.

 

Chris:                  We can improve it. Yeah, we can do that for your business.

 

Matt:                  If you’re marketing– you’re saying if you’re marketing to?

 

Chris:                  Yeah.

 

Matt:                  If you’re marketing on.

 

Chris:                  Am I saying something? Am I talking?

 

Matt:                  I’m just saying, if you’re getting marketed to, we can help you with that.

 

Chris:                  We can’t help you with that.

 

Matt:                  So we’re like an ad blocker software.

 

Chris:                  We could be the company that’s marketing to the people you wanna market to.

 

Matt:                  Well, so here’s– funny to you SEOers out there, let’s call them eWebbers?

 

Chris:                  Yeah. eWebbers, I like it.

 

Matt:                  I don’t know, can we call them eWebbers?

 

Chris:                  eWebbers, yup.

 

Matt:                  Yeah, to all you eWebbers out there, there’s tools like you have the ad blocking tool, and then there’s the reverse, you can just look at ads on Facebook. I’m now just looking at ads non-stop.

 

Chris:                  So we turn on that tool and all you see is ads.

 

Matt:                  It’s pretty awesome.

 

Chris:                  And then we had a meeting today, we were discussing like– so your mind has shifted after you’ve joined eWebResults, where now all you can do when you see an ad is go, “Oh, that’s really crappy.”

 

Matt:                  Is their funnel good? Like what do you think?

 

Chris:                  Oh, that’s good. What does their funnel look like? You like click-through and you’re like, “Eww, that’s not gonna convert.”

 

Matt:                  We’ll call them.

 

Chris:                  We need to call them and tell them we can help them. Hey, so if you do have a referral– you know somebody who’s interested in all the services we just mentioned. Go ahead and send them to us. When we get paid by them, we will pay you.

 

Matt:                  Yes.

 

Chris:                  Works really good. Alright, so we were filmed live here at 5999, West 34th Street, Houston, Texas, 77092. Houston, Texas.

 

Matt:                  7:00, 7:30 Friday afternoon, we’re hardcore.

 

Chris:                  8:00 pm.

 

Matt:                  8:00 pm hardcore.

 

Chris:                  Yeah, and we have more work to do, actually. We’re gonna do some stuff today.

 

Matt:                  Tonight.

 

Chris:                  By the way, go Astros.

 

Matt:                  Go Astros.

 

Chris:                  Man.

 

Matt:                  Yes.

 

Chris:                  What a great series.

 

Matt:                  Clutch. Clutch city.

 

Chris:                  It’s kinda cool, like it was such a good series, because you know, people– Astros are underrated, and we were to like– if it was kind of a mediocre series, we’d be like, “Oh, go Astros.” I mean we’re like, “Yeah, it was a great series.”

 

Matt:                  Amazing.

 

Chris:                  So even if you didn’t like the dodgers or the ‘stros. You’re like, “That was an amazing series.

 

Matt:                  Yes. Like really a new refined, reinvigorating baseball.

 

Chris:                  It made me wanna go play baseball!

 

Matt:                  Well, I downloaded YouTube TV, ‘cause they were advertising it quite a bit. So I’m on the 7 day trial. I’m       really like it.

 

Chris:                  Good, you got to watch the game. Yeah, cool.

 

Matt:                  I got to watch the game on my phone.

 

Chris:                  Very cool. Alright and I think that– if you would like a transcript, video or audio of this podcast, you can get it on our website eWebResults.com. Thank you for listening to the most popular internet marketing podcast on iTunes. We are such the most popular podcast because of you, all you all. Downloaded in more than 100 countries, over a million downloads. Thank you.

 

Matt:                  Yes!

 

Chris:                  If you have questions, comments, something interesting, suggestions, anything, send us an email podcast@

 

Matt:                  eWebResults

 

Chris:                  .com. I like that. And we’ll get that question answered on–

 

Matt:                  Or call us for a 15-minute call.

 

Chris:                  Yeah, you can call us for a 15-minute call. Get that question answered.

 

Matt:                  You can even maybe talk to Chris sometimes.

 

Chris:                  Yeah, yeah.

 

Matt:                  And me.

 

Chris:                  Sometimes I–

 

Matt:                  Well, like I’m never around. I’m always in client meetings, like seriously.

 

Chris:                  Yeah, yeah.

 

Matt:                  But we got some great online marketing specialist here that can help you, and if you say you listen to the podcast, have them push you through to one of us, we’d love to talk to you.

 

Chris:                  Absolutely.

 

Matt:                  Yes.

 

Chris:                  Until the next podcast, my name is Chris Burres.

 

Matt:                  My name is Matt Bertram.

 

Chris & Matt:    Bye bye for now.



Print