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Seventy-Fourth Internet Marketing Podcast September 3rd 2010. Third page of Show Notes
Chris: All right, well that brings us to nine, which we thought we might not even mention, but I’ll throw it in there. Never fool a visitor. And that really has to do with really — yeah, I mean that’s extreme, okay? If you sell puppies, don’t advertising under movers, right?
Paul: Yeah, there you go. Don’t be a douche.
Chris: Yeah, don’t be a douche.
Paul: Don’t be. I mean that’s just douchy.
Chris: But, you know, we’re really talking about take it to the next level where if they’re looking for movers, they need to find mover information. It can’t be storage information, which is somewhat related, it’s got to be mover information. It’s got to be very targeted.
Next one is optimize pay-per-click campaign regularly.
Paul: Okay, if you can do this on your own, you are an internet marketing company.
Paul: [Laughs] Seriously. Because things like your click-through ratio, those are things that are extremely important. If I get a hundred impressions of my ad and 10 people click on my ad, I have a 10% click-through ratio, which is retarded like… [Laughs]
Chris: Yeah. Retarded good.
Paul: Yeah. I mean that’s — I mean — ‘cause you–
Chris: And we have checked, retarded is actually a politically correct word.
Paul: Oh, yeah.
Chris: They use it in the school system so no emails. Complain about the school system –
Chris: – not us.
Paul: Not us.
Paul: Things like –
Chris: But I think some star got slammed for using –
Chris: – retarded recently. I think it was like Jennifer Aniston.
Paul: Oh, really?
Paul: Oh, well she’s not us.
Paul: We don’t worry about it.
Chris: I don’t know how that works.
But we get away with anything that she doesn’t, but…
Paul: I just made that up actually. But yeah, you want to optimize your PPC campaign. And, you know, everything I’m saying is going back to SEO. You’re going to optimize the SEO. There’s a lot of like metrics you need to watch out for. You like — again, don’t take your money and throw it. I am very big on the click-through ratio.
Chris: Don’t take your money and throw it at the wall and see if it sticks.
Paul: Oh yeah.
Chris: [Laughs] He’s like don’t just take your money and throw it.
Paul: Take your money and throw it.
Chris: We’re full of — I’m going to use that as our tip for this podcast. Don’t take your money and throw it. [Laughs]
Paul: There you go. There’s a few important metrics you really want to watch and you want to be able to — your click-through ration to me right now is the most obvious one. You want to get that as high as possible and that’s in your — you’ve got to have attractive ad copies right there. And there was something else, I just can’t think of them. Yes –
Chris: So here’s the question, right. Optimize your PPC campaign regularly. Need a professional?
Chris: Let me tell you why you should use us. If you’re just using the regular tools that you have when you’re doing pay-per-click, do you have the ability to know which clicks from your pay-per-click actually translated into an actual phone call?
Paul: Yes. Oh.
Chris: Probably you do not. Our technical partner enables us to actually know when they click a pay-per-click ad and then pick up the phone and dial that we know that this pay-per-click click turned into a phone call. Why is that so advantageous? We kind of understand that being in the first position on pay-per-click is more expensive than the third.
Chris: And so, you know, a lot of the pitch that pay-per-click experts give you is, “Hey, you should actually be in the third position. You’re paying less. You get similar visibility. You get similar click-through rates so why pay the maximum number?” But what if you understand that people who click you when you’re in the top position tend to call you 20% more than people who click you when you’re in the third position, all right. I’m not saying that that’s true, but we can track that, all right. You cannot track that with a regular pay-per-click campaign. You’ve got to get significantly more sophisticated. And not only that, our system is optimized so it does – not only does it track that, it adjusts it and says, you know what, when I’m in position two for this industry for whatever reason, I get more clicks. So it’s worth me paying that extra 10 cents, 50 cents –
Chris: – a buck or whatever. And then take that to the next level when I’m in position 1, I get 20% more phone calls. So that’s worth another three bucks. You know, if you know your phone is 20% more likely to ring, you’re going to pay that three bucks. That’s something you cannot do — well you could, but there are a lot of things that you have to put in place in order to do that if you’re handling your own pay-per-click campaign. So in general, I think you should hire an expert specifically for, you know, the things that I just outlined there. There’s so much value in truly having an understanding of the analytics and the processes that are going on that we bring to the table. You know give us a try. You know, we typically take over pay-per-click campaigns. We do have a 15% handling charge so that’s on your existing budget. And people walk away ecstatic. I mean they’re happy because we actually tend to improve the value and quality of their campaign.
Paul: Uh-hum. And he brought up a — what he’s talking about is another metric that I should have said. It’s called a click-to-call ratio. And that’s something not a lot of internet marketing companies — not a lot of companies can provide you that. You know, how many people see my ad, how many people are calling –
Chris: Because they saw my ad.
Paul: And that’s a phenomenal piece of information. Our clients that are using that absolutely love — I like it.
Chris: Can I give like away the next little level.
Paul: Go ahead.
Chris: Next little level is what if you could listen to that phone call?
Paul: Oh, yeah.
Chris: Right? So now they’ve actually clicked your pay-per-click ad. They’ve gone to your website. They’ve actually called you and… Here’s an example. We’ve got a customer who says — we figure out his metrics for this campaign that we’re running and we figured out, wow he’s got a 50% close ratio on all these calls that are coming in. That’s awesome. And we go in a meeting with him and he’s like, “50%, that’s horrible.”
Chris: “We have a 75% close ratio here.” I’m like, “Really? Okay. Well let’s listen to the calls.”
Chris: So we pull up the calls and we listened to the calls. His sales staff is going off of script, right? Sales staff has a script, do this, go A, B, whatever.
Chris: Yes, no. They’re going off script and when they go off script they’re not closing as much. So he has a meeting with the sales force, get’s them all back on script boom back up to 75%. What’s the value of that?
Paul: Oh, I mean that’s –
Chris: Do you think that guy ever complained about the 15% handling fee?
Paul: Oh, no.
Chris: Not only was the campaign performing better anyway, but we gave him so much value in that capability. Do we use that often? No, we don’t use it that often. But it’s there for you.
Paul: Yeah. And it works.
Chris: So we’ve got a campaign going right now. I sent an email yesterday which said, “Look, you know, we’re getting you calls. They’re missed calls. We have a service that can do, you know, a call service. For fifty bucks a month, get a call service started to make sure you never miss a call.”
Paul: There you go.
Chris: Because somebody when they call from the website…
Paul: They’re calling somebody else if you didn’t answer. They’re going to the next one.
Chris: Yup, the next guy on the list.
Paul: And they’re going all the way down. And one more time to — one other thing I thought about just to optimize your ad campaigns and it’s something talked– just briefly, I’ll take. A and B testing, okay?
Paul: ‘Cause, you know, if you’re doing your own PPC ads, chances are you’re writing ads. Maybe you have five ads for five keywords, but maybe you need two or three ads per keyword to figure out which ad converts the best. And a lot of people don’t do that on their own because its time consuming and they just want it to work, you know? Here, it’s going to work. There’s no doubt about it. We want it to work the best.
Chris: Yeah, the best. And that’s kind of where I threw out, you know, free is not as powerful.
Chris: ‘Cause we’re seeing that some ads that have the word free in them are actually not the ones that are getting the most clicks.
Chris: Okay, so, you know, put together a couple of ads. You know, “24-hour service” is one ad. “Free service with repair” is one ad. Another one is, you know, “we don’t break shit.” [Laughs]
Chris: And which one works, which one gets the best click-through rate. Because, you know, it’s great to have impressions whatever. What you really ultimately want to do is not spend less on pay-per-click. You actually want to spend more on pay-per-click.
Chris: So that it’s bringing you enough value to your company so that you can actually increase the spin.
Chris: So you can increase the value to your company.
Paul: Yes. And that’s great. You can do the same thing with your pages of your website. You know, test out landing pages, which one works the best. It’s optimization, you want to optimize it to be as good as humanly possible.
Chris: Awesome stuff. All right, next — we’re probably going to have to end on this so we’ll do another podcast that wraps up this. Use more pay-per-click search engines. I don’t know if you knew this. There’s an engine other Google. Did you know that?
Chris: [Laughs] Huh? Well, you know, Yahoo, that’s one. You may have heard of that one. Then there’s the four letter –
Chris: Bing. Yeah, the Bing and then which is now Bing Woho [0:32:37] [Phonetic]. There are other search engines. And there’s actually some value — actually there are significant value ‘cause they’re a little less expensive.
Chris: And think about a click for somebody who searched, “movers San Antonio” on Google probably has the same value to you as the service provider as a click for somebody who searched “movers San Antonio” on Bing or Yahoo. It’s cheaper so that’s a lower click cost.
Paul: Cost per click.
Chris: Cost per click. That’s a higher ROI.
Chris: So keep that in mind. Now here’s the question, should you use an expert to do that? Let’s say you’re comfortable with Google and you’re doing pretty good on your own, and you don’t really need to know how many turned into phone calls. ‘Cause you just refuse and you haven’t been punched in the face yet. Now, you want to do Yahoo or you want to do Bing, should you get an expert?
Paul: Yes. Because not only is an expert going to be able to tell you, guide you, say, “Hey, this is your situation. We can help your campaign just by moving you from Google to Yahoo.” But if he’s going to help you that way, what else is this guy going to tell you? First, he’s going to tell you the ins and outs of working with individual search engines so yes.
Chris: And the other reason is, what do you do? You’re the business owner and you’re doing this -
Paul: I’m a plumber.
Paul: I plumb.
Chris: What’s your time? Your time should be spent plumbing.
Chris: You know not transferring the account over to Yahoo. So –
Paul: I don’t want to–
Chris: – time is a big feature here.
Paul: I don’t want to cut off just yet.
Chris: Oh, okay, cool.
Paul: I want to skip to number 13.
Chris: 13. [Laughs] All right let’s go to number 13.
Paul: And then we can cut it off.
Chris: What have we got at 13?
Paul: Hire professionals. I didn’t make this up. I just read off the sheet of paper and I did not write what was on this sheet of paper.
Chris: And really this is — for the success of a PPC campaign, hire an experienced team of dedicated professionals and campaign managers working in reputed PPC advertising companies to launch and maintain PPC campaigns effectively.
Chris: I mean we’ve been going over all the reasons, the exact reasons why. He just says do it. And we have to agree?
Paul: Yeah. And we definitely agree. And listen, you know, I know some people out there that are like, “Oh, I can’t” or “I won’t” or… You know, all the things that we talk about on this podcast, they’re not rocket science. You could do it yourself, you know? You can learn all of this stuff. You’re going to make mistakes that’s how you learn. You want to hire — the reason we say hire a professional is because –
Chris: We’ve already made the mistakes.
Paul: Thank you. We’ve already made the mistakes, years ago. And so you can do it and you could probably be successful, but your time is probably more valuable spent somewhere else. So that’s why we’re going to say, hire a professional. Yeah, you can do it. You can. You really, really can. You probably won’t do it as well as someone or it might take you two years to be able to do it as well a professional company. And so we’re going to say, hire us ‘cause we can do it. We’ve already made the mistakes. What’s up Javier? And so that’s why you should hire us. And the reason we put this podcast is for guys like you that are out there.
Chris: That want to do it themselves.
Paul: That are doing it themselves so we’re giving you free info, but…
Chris: So here’s our advice, get your business to the point where you can afford to hire somebody, right? And we know a shoestring in a business is important and then hire a professional.
Chris: And we’re available. We do websites, we put those websites on the first page of Google either pay-per-click and/or search engine optimization, and then we help you convert that traffic into business.
Chris: So give us a call (713) 592-6724. Again, we are the most popular SEO podcast on iTunes. That is because of you. We really appreciate you guys. And you guys listening, give us feedback at firstname.lastname@example.org. Remember to go to iTunes. We haven’t had an iTunes review in a little while.
Paul: Oh, men.
Chris: Remember to go to iTunes, create an iTunes account. It’s a short little process. Submit a review and then send us a note so we know who did it, and we’ll give you some link love ‘cause everyone loves link love.
Paul: Everybody loves link love.
Chris: You have been listening to the most popular SEO podcast on iTunes it is – oops.
Paul: He was listening to… Oh, I thought you said the name of the podcast.
Paul: I was like –
Chris: Which is Internet Marketing Unknown Secrets of SEO podcast. We do websites. [Laughs] My name is Chris Burres.
Paul: And I’m Paul Hanson.
Chris: Bye-bye for now.
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