10 Tips for Your Holiday PPC Campaign – Best SEO Podcast 344

By | August 26, 2019

2016-10-21 Podcast 344 Chris: Hi and welcome to the SEO Podcast Unknown
Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults. Chuck: I am Charles Lewis, your Client Results
Advocate. Chris: Welcome back to another fun-filled
edition of our podcast, and yes, it is actually fun-filled. That’s what apparently we do from the testimonials
that we have. You will notice there is no tear tattoo. This is podcast number — Chris & Chuck: 344. Chris: And as usual we have a tip from our
previous podcast and that tip is, “Make sure your content provokes an emotional response.” Chuck: Look if you want your content to pull
on all the emotional strings from whoever is reading that content. That content should make them laugh, make
them cry, make them sad. More importantly, make them want to take an
action. Hopefully that action is, I don’t know,
purchase, subscribe, download, whatever you want. But emotion can drive that. Chris: Please remember we are filming this
live from Houston, Texas and Charles 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. It is not a good look. Hey, we’ve got a good article for you, we’re
talking PPC today. Chuck: Got a great article. Man, so dig this. It’s the holidays and it’s amazing how
that time of year is here. “10 tips on having a holly jolly #PPC campaign.” Chris: Oh yeah. Chuck: 10 tips. Punch in the face to Kelsey Jones and the
good folks over at Search Engine Journal. Chris: Boom. Chuck: Yeah, “10 tips on having a holly
jolly #PPC campaign.” So we’ll get into that. Chris: You know what I’m saying, boom. It should be PITF, PITF. Chuck: Yeah, punch in the face. Chris: As we’re punching in the face. I like that. Let’s see. If you’re in a position to have some sort
of electronic device in your hands or around you, where should they tweet? Chuck: It’s right behind us if you’re
watching Live. Tweet us at @eWebResults, @BestSEOPodcast,
use the hashtag #SEOPodcast. This is number 344 and like I said, tag us,
that way we can follow you back and do all of our social networking stuff. Chris: Alright, we run kind of a contest every
single week and that contest works this way: we have a segment where we describe to you
how to leave a review, we skip that segment if somebody leaves us a review and if we get
10 or more shikos. Chuck: Shikos are the eWeb branded term for
social engagement. Stands for shares, likes and follows. Shikos. Chris: As it turns out, we got 10 and we got– Chuck: Yeah, I followed a whole bunch of people
back. Chris: Exactly and we got a review so we’re
going to skip the section on how we teach you to write a review. We will tell you though, how to engage with
us on a social level, so that you can connect with us, you can– Chris & Chuck: Shiko us. Chris: Yeah and you can that– I don’t know,
you can go to Facebook.com/ Chuck: eWebResults Chris: YouTube.com/ Chuck: eWebResults Chris: Instagram.com/ Chuck: eWebResults Chris: Twitter.com/ Chuck: eWebResults Chris: LinkedIn.com/company/ Chuck: eWebResults Chris: All of those will take you to our profile
on those platforms and shiko us while you’re there. Chuck: Appreciate it. Chris: In fact, why don’t you go there now
and you know, share, like and follow us, and share us with three of your friends. Just three. Choose any three of your friends. Chuck: We’ll wait. Chris: Go ahead and do that. Thank you. Chuck: Appreciate it. I hope you did it. Like I don’t know if you did it or not but
I hope you did it and I’m thanking you because you actually thought about doing it. Chris: We appreciate it either way. If you’re a PHP genius or a WordPress guru
we are probably looking for you. Chuck: Hit us up. Chris: Give us a call. Leave an audio résumé, 713-510-7846. If you would like a free website profit analysis– Chuck: Comprehensive. Chris: Profit analysis. Have you heard of a profit an– website profit
analysis before? Chris: Nope. Chuck: I haven’t– It’s only here. I think we should– Chris & Chuck: Brand that. Chris: So it’s a free comprehensive profit
analysis, website analysis. All you need to do is go to eWebResults.com
and click on– Chuck: Why is it a profit analysis? I think it’s worth sharing. Chris: Yeah because– so it starts off with
a 20 to 30 minute phone call. That 20 to 30 minute phone call gets into
details about your business, so hopefully you know them, it’s beneficial. We’re going to talk about how many leads
do you get per month? What is a lead worth to you? How many of those leads do you convert overall,
right? Chuck: Yeah. Chris: So if 10 calls come in, do you convert
50– 5 of them, not 50, that would be amazing. Chuck: That would be interesting, yeah. Chris: You convert 5 of them to costumers,
right? We’ll want to talk about those. If you convert 5 of them, what’s the value
of those costumers? What’s the immediate value because they
purchased once? What’s the long term value because they
purchased, I don’t know, 5 times? Chuck: Multiple terms, it just depends. And then we call it a website profit analysis
as it all kind of starts from your website. How is your website even generating these
leads? Is it getting the traffic to perform with
that type of data? And that’s why this is more of a profit
analysis because we’re focused on results. We’re focused on making sure that your site
actually generates a profit. Chris: That is why we’re called eWebResults. Chuck: Yeah. Chris: Absolutely, so you can get that. Go to the website eWebResults.com, Click the
button. It is time for the favorite segment of the
program– Chris & Chuck: The Algorithm Cataclysm! Pwoofshh! Chuck: Okay. Chris: Oh that was good. Chuck: Yeah, that was good. That was good so, interesting Algo Cat. Alright, so years and years ago, right? Google came out, they released Panda. Chris: Right. Chuck: And Panda was a type of algorithm penalty
that really focused on content, more importantly, content that was thin or pages or websites
pages that just had really low content, thin content or bad content, or just things like
that. And so the mistake that a lot of people made,
including me, was that figuring that Panda also targeted duplicate content. It didn’t target duplicate content. That’s incorrect if you’re reading that. Gary Illyes actually came out and said that
in the interview recently. But what it does do, it demotes your site,
right? So ever since they’ve made Panda part of
the core algorithm now, so now there are no more manual Panda penalties. Instead, it’s automatically happening and
it’s not really a penalty, it’s just more of a demotion. Chris: Right. Chuck: So if you have a website and you have
pages that, I don’t know, have low quality content, or thin content, or content that’s
just not relevant to your site, then they won’t penalize you and penalize your domain
name, instead they demote that page. And so then that page is still in the index,
it’s just not on page 1 anymore, it’s lost. Chris: It’s not going to do well. Chuck: Now the good news about that is that
Panda is now part of the core algorithm, so as soon as you notice that traffic dip you
can go identify which page it was. Chris: Go face it. Chuck: Yeah, and go fix the content and then
that page will likely come back to fruition. Chris: Pretty quickly. Yeah. Chuck: Yeah, that’s our Algo Cat, man. Chris: So it sounds like the thing we keep
saying over and over again, which is: If you provide a good experience to the Google user,
Google looks favorably, or I like– smiles favorably upon you. Right? Thin content: Chris & Chuck: Not a good experience. Chris: Good, rich content that well documented
with different media, pictures and videos, maybe even an audio file. Good content, good experience. Chuck: Great Content. Supporting downloadable PDFs and tons of links
to social engagement and all of that other stuff, so. Chris: All good experience, so yeah. Keep focused on that. I’ve got a little bit of news. Chuck: Okay. Chris: I don’t know, you’ve probably heard. Maybe other tech geeks, by the way, Katherine
joined us, she’s on Facebook Live, say’s it’s breaking up a little bit. You can find us eWebResults.com/SEOPodcast. We’re also broadcasting on YouTube right
now. That’s kind of– whatever linked on that
page. There was a denial service attack. So I got an email from one of the CRMs that
we use was like, “Hey you may have noticed like, all these websites are down.” Including like Twitter, New York Times, Spotify. Chuck: Wow, I didn’t know that. Chris: Yeah. That’s pretty crazy. It was a denial of DNS server– service. So, I don’t know anything about it, I just
thought you know, it’s pretty amazing when you have Twitter down. Chuck: Those sites down. Chris: Yeah, next was: Microsoft is struggling
with their services in the NFL, especially apparently coach Belichick right– even though
it’s chick is how you spell it. So apparently coach Belichick like tore up
a surface on the sidelines. Did you see it or anything? Chuck: No, but I could understand why, like– Chris: It probably updated. It’s like, “Alright guys, here’s the
p– oh! You’re kidding me!” Boom boom. Chuck: Man, Microsoft update. Yeah we got it, you know, it’s third down,
like you need to go in and 2 more downs and my computer– Chris: What’s a time out, like a minute
and a half to– Chuck: downloading, and it’s like installing
one of the thousand updates. Yeah, team android for my tablet. Chris: Man, that was yeah. So anyway, that’s Microsoft was trying to
manage that and they were blaming it mostly on the network. I thought this was interesting, so– Chuck: Oh yeah, if the stadium had a crappy
network on top of that– Chris: Well think about it, so it’s hard
to design a network at a stadium because you have to understand, as soon as it fills up,
everyone’s trying to connect to that Wi-Fi and even if they don’t have the password
and will never get the password– Chuck: They’re still trying. Chris: We’re still trying and so you have,
you know, 10-30 thousand devices or more, trying to connect. So that’s kind of like– And I thought this
was funny, President Obama compared Obamacare to the Galaxy Note 7. First off, I think that would have been a
better title than the actual title because he was making fun of the Galaxy Note 7, but
this is like a great title because wait– That’s an odd comparison. And really what he said is like, “look if
you’ve got a cell phone that’s not really working, you don’t throw it out.” Chuck: You replace it. Chris: “You fix it. Unless of course it catches on fire, then
you recall them.” So it’s just a hilarious– even Galaxy 7
can’t get any respect. Chuck: Yeah, they took it ill with that one
man. Chris: Yeah, well that’s what happens when
your shit catches on fire. When it’s recharging. Alright I got reviews, you may have a little
bit more news. Chuck: I got a couple more news. A little bit more news. A little bit more news. A little bit more industry-focused news. So, let’s talk Pinterest. Chris: Right. Chuck: Right, we don’t talk much about Pinterest
even around social things like that, but Pinterest is a phenomenal platform and they get a ton
of traffic and depending on the service or product you provide, like especially for e-com–
guy on Facebook Live, Marcus– e-com, spend some time on Pinterest because Pinterest is
all about images. Chris: Yeah. Chuck: Right and so, product images, and you
can– those videos can go there and you can allow people to tag them, but dig this: Pinterest
is adding website retargeting options. So you can already participate in Pinterest’s
sponsored pins, right? And these paid pins, but now they added retargeting. So, how awesome would that be if you have
an e-commerce site and people are pinning your pictures of your products. Chris: You’re industry is the type that
people pin, so now when they’re on Google search networks they’re seeing your remarketing
ads, when they’re on Twitter they’re– Chuck: When they’re pinning somebody else’s
stuff they’ll start seeing your pins and your ads because you’re on their retargeting
list. You can create audiences, this was the kind
of cool part, you can actually create audiences based off of the other pins that they like
or the pins of yours specifically that they’ve pinned. That’s pretty cool Pinterest. Chris: So you could– so like there’s– Chuck: Multiple audiences. Chris: If they’re pinning Jordan’s, you
show them Jordan ads. They’re pinning whatever, socks, you pin–
Interesting. Chuck: Exactly. Chris: Cool stuff. That’s kind of “pintresting.” See I told you it was fun, actually fun. If not corny. Chuck: So so, more news. That was kind of corny. Chris: Yeah. Chuck: So so, dig this from Bing. I mean I run an internet radio station. And so dig this, Bing is making it easier
to find streaming radio stations. They signed a deal with a company called TuneIn. Chris: Okay. Chuck: TuneIn is like one of the biggest conglomerates
of internet streaming stations, right. You go there, kind of create your account,
then they distribute it and syndicate it. And so anyway, Bing made a partnership with
TuneIn and is going to bring more than 10,000 stations directly to the Bing search results
page. Chris: Okay. Chuck: So if you go to Bing and you want to
search for, I don’t know whatever you want to search for. But if there’s a station in TuneIn’s catalog
that fits that criteria, then that station is going to show up in the Bing results and
you can listen to it from those Bing results. Chris: Right there in the results. Wow. Chuck: That’s pretty cool, but that shows
you the impact of streaming. Chris: Yeah. Chuck: Right, because people aren’t– you
know, there is a trend. People are transitioning away from kind of
FM dials to internet radio. Chris: Right. Chuck: And even TV, people are transitioning
away from you know, Comcast, a regular cable on over to Hulu and Netflix and things like
that. Even with music, people are transitioning
away from buying CDs to TIDAL streaming and Apple streaming. So, streaming radio’s no different and I’m
not surprised that it’s becoming easier to get access to. Chris: Right, we had another person saying,
“audio’s going awryIf you just go to eWebResults.com/SEOPodcast, we’re Facebook Live from my phone, so– Chuck: That just means we need to move forward
and connect our audio, our mixer to the phone, yeah. Chris: To XSplit, yeah. Well and it may be a bandwidth issue. Wi-Fi, bandwidth issue that’s dropping the
audio. So, alright. Chuck: Go to eWebResults.com/SEOPodcast and
watch the live stream from there. Chris: Excellent. You’re good? Chuck: Yeah, that was my news. Chris: Alright. So we do have– I’ve got 3 reviews, one
of them is long so we need to kind of blow through these because you know, we like to
stick to our potatoes, we don’t really like to irritate everyone. Chuck: I know. Chris: Just that 1%. First one, it is of course– Chris & Chuck: 5 stars! Chris: It is from Miichael and it says, “Enjoy
your podcast thanks! Short and sweet and to the point. I have put several of your suggestions–” Chuck: Short, sweet and to the point. Chris: Yup. Chuck: Interesting. Chris: “I have put several of your suggestions
to work with great success.” I love it. Hey Miichael if you have– what have you done? What have you tried? Chuck: Yeah, hit us up. Chris: And how does it work for you? Love to hear that. Next one, it is also– Chris & Chuck: 5 stars! Chris: This one is cmitchb. Chuck: Yeah, what he said. I’m pretty sure he messed that up, but– Chris: Cmitchb, right? I don’t know what that is. Here’s the title, “An effortless SEO education.” Chuck: Effortless SEO education. Chris: How about that? Chuck: I could dig it. Chris: It’s because it’s “pinteresting.” “Long time listener, first time reviewer
of what I’ve found to be a huge resource. Chris and Charles make everything make sense
in a comfortable, sitting on the front porch kind of way.” By the way and we had that before, right? Chuck: Awesome, yeah. Chris: Yeah, “You almost fail to realize
the depth of the podcast and the information being conveyed as it passes into your brain
so effortlessly.” So effortlessly. Chuck: I’m a– she dropped some gems in
there. Chris: Yeah, it’s some awesome– Chuck: So, from the title, effort– well,
finish the review. Chris: Yeah, and then it says, “Time and
again I tune in to stay ahead. Everything I’ve heard makes sense, and everything
they’ve suggested that I’ve tried has worked.” Chuck: Has worked. Chris: Man that was like– Chuck: The title was “Effortless SEO education.” Chris: Yeah. Chuck: The other gem was– Chris: “Almost fail to realize the depth
of the podcast and the information being conveyed as it passes into your brain so effortlessly.” Chuck: And the one before that was, “it’s
comfortable, sitting on the–” Chris: Was, “on the porch,” yeah. “Everything makes sense in a comfortable,
sitting on the front porch–” Anyway. Awesome stuff, punch in the face to you cmitchb. Chuck: Punch in the face to you. Yeah, we need a vowel. It’s hard to pronounce your name without
no vowels. Chris: Alright the next one is actually from
a Professor Waldo and it is also– Chris & Chuck: 5 stars! Chuck: A Professor Waldo? Chris: Professor Waldo, so this is an interesting
review. So title, “Best SEO podcast out there. Although they ‘only review’,” and that’s
in quotes, “articles from others,” because that’s not 100% true. Chuck: Yeah. Chris: It’s pretty likely. Chuck: Tune in to 343. Chris: Yup. “I have learned more about SEO, internet
marketing, and content from development,” content form development, “from these guys
than from any other one source. Their discussion, analysis, and agreement
or disagreement on said article is extremely informative and enjoyable to listen to. If you have ever listened to any other SEO
podcast, you realize that entertainment is not typically enjoyed.” Not typically– yeah enjoyed, “my only complaint–”
Go away. “My only complaint is the same complaint
as just about every other complaint I have seen out there which is that the first 10-12
minutes–” it’s going to be 13 today, “can be a little painful and tough to get
through at times, especially if you are a regular listener. I enjoy the news, I enjoy the ‘Algo Cataclysm’,
but the amount of time spent explaining how to review, where to find them online, why
I have a tear drop tattoo,” I don’t this time. Chuck: Because of you, appreciate it. Chris: Thank you, “how to get a free website
consultation (which I am doing by the way), but it can be a little much. I am still going to give it the well deserved
5 stars because the meat of the show is off the chain.” Chuck: Off the chain! Chris: “But come on guys — it’s an SEO
podcast for crying out loud. Everyone listening to you wants to find you,”
they can find you, and if they can’t, then you’re doing something wrong, I abrev–
I obviously paraphrased it there at the end. Chuck: I get it. Chris: Yeah. Chuck: Appreciate you. I understand. Chris: By the way, that’s really powerful
right? Because we do get 1 star reviews and the complaint
is “hey the potatoes is too long.” Great we get it, that doesn’t work for some
people. I really like the review that we got that
said, by the way, they’re educating you on what you should be doing with your own
content. Make sure you’re promoting yourself, give
something of value, check and check. Chuck: Yeah, so. Chris: And if you can, make it “pinteresting.” Alright, that is the potatoes of the podcast. I think. Chuck: Yeah, lets get– Chris: We’ve got a couple– Chuck: Well I got a PITF. Chris: One more PITF. Chuck: I got one. I know, but dig this PITF from a previous
client. So I thought it was cool. Hit us up on Twitter, @ShippingEasy. Chris: Oh yeah. Chuck: We ran some pay-per-click for them,
they said, “Check out this podcast to learn how to perfect your #SEO & give your #eCommerce
business with a boost @eWebResults.” That’s whats up. They included a link, but it’s kind of Owly
so I’m not going to repeat it. But I did retweet it. Punch in the face to you ShippingEasy, hope
everything is going well with you guys. They’ve got a pretty cool shipping product. Chris: Yup. Chuck: Alright. Chris: Alright, so time. That is the potatoes, time to get into the
meat. And then Manny, hey thanks for joining us,
we’ve been trying to reach out to you all day. Chuck: Yeah man, I skyped you man, hit me
up. Alright so anyway, I’m going to give a big
punch in the face to Kelsey Jones and the good folks over at Search Engine Journal. She posted this article “10 tips on having
a holly jolly #PPC campaign.” Chris: It’s a holly– Oh we can’t sing
that yet. We have to officially wait until after Halloween,
right? Otherwise– Chuck: So now, according to the stats here,
people begin shopping for Christmas before Halloween. Chris: Yeah, that’s true. Chuck: So maybe, and consider this, right
after Halloween when all the candy is off those seasonal shelves, there won’t even
be Thanksgiving stuff there, there will be Christmas stuff there. Chris: Straight to Christmas. Yeah, makes sense. Chuck: Makes sense. So she says, “10 tips on having a holly
jolly #PPC campaign.” Number 1. Chris: One! Chuck: She says, “Take a look back at last
year.” Duh, right? You need to go back and look at whatever historical
data that you got access to, if you have access to it and hopefully you do, right? If you’ve been in business for a while,
especially online marketing, then hopefully you already have some AdWords, you have some
Analytics installed and so you can check en see how your site has performed at this same
time the year before. Matter of fact she says, “Take a look back
at previous campaigns. What keywords, bids and dates were most effective
in driving traffic and conversions?” And she’s right. Like at the end of the day, you need to get
an understanding of what worked and what didn’t work. You need to understand– That way you don’t
go into this year spending money, wasting clicks and budget and then doing the same
things that didn’t work for you the previous year. If you have access to that data, look back
at your historical data and then look at some different criteria, right? Separate it from the last quarter. How was October through December 2015? How was October through December 2014? And compare your ad groups, compare your campaigns,
compare your ads. Which ads converted the best? Which ones didn’t? Which keywords had the highest click-throughs? Which ones didn’t? And then make those kind of adjustments. It’s take advantage of the data when you
have it. So many times I see people moving forward
and doing things and they haven’t taken an opportunity to go back and see what worked
and what didn’t work. Take a look back at the last year and make
sure you’re not duplicating mistakes you probably already made. Chris: Excellent and this is from Giana, right? This article? Chuck: This is from Kelsey, Kelsey Jones. Chris: Kelsey, oh this one pulled up Giana,
okay. Chuck: Yeah at on your wall setting you got
a 1 in there, no 1. Chris: Ahh. Chuck: I think it says 77. Chris: Ah I got it. Chuck: Oh 1-1, yeah. Chris: We’re good. Chuck: Yeah. Chris: Excuse me! Technical issue. Chuck: Point number 2. Chris: Two! Chuck: “If you haven’t already, start
planning now.” We were just saying that, because people are
already doing Christmas time. Matter of fact, Kelsey goes on to say, “The
holiday season kicks off in October, and Google has actually found that 26% of shoppers start
before Halloween.” So that’s like right now. Halloween’s like next week. Chris: Right. Chuck: You know, so if you’ve got an online
store or you know, you’re in retail and this is your busy season coming up, you need
to start marketing right now. Matter of fact I would start planning and
start determining what your offer’s going to be. Right, because you may not be sure what product
you’re going to put on sale, or how you’re going to market it, or you know, what the
promotion is going to be, what event you may want to have during this time period. You need to identify those things right now
and be prepared to market them in the next coming months. Chris: Right. Chuck: Yeah, start planning. At the very least figure out what the number’s
are going to look like, right? How much can you put towards this? How much are you willing to discount off of
that and still remain profitable? How many of these do you need to sell? How much–? Do you have back stock that you can make a
huge promo with just to get off of some of this old inventory? Like figure that kind of stuff out right now
because once the season kicks in and people are shopping, it’s really too late to start
planning at that point. Chris: Yeah, absolutely. Chuck: You need to be executing. Chris: Three! Chuck: Number 3. “Create a schedule around key dates.” That was a good one Kelsey. I like that one. She says, “did you know that searches for
‘ugly’ Christmas sweaters peak on December 14?” No Kelsey I didn’t know that. Chris: I didn’t know that there were any
searches for ugly Christmas sweaters. Chuck: Yeah, well I mean, that’s the trend,
you know? Ugly Christmas sweater parties. Chris: Yeah, because it was on Shark Tank. Yup. Chuck: And now, so my mother-in-law makes–
I don’t know how ironic this sounds, makes beautiful ugly Christmas sweaters. Chris: I don’t know if that means that you
shouldn’t buy them or you should buy them. Wait it’s your mother-in-law, you should
buy them. Chuck: She says, “Did you also know that
children procrastinate when it comes to searching for gift ideas for their mom (they wait until
December 23)?” Yeah, I did know that one because I’d wait
until December 24th frankly. Chris: Yeah, 24th yeah. Chuck: So I get it. Chris: Right about 10pm. Chuck: Yeah. That’s only because my mom’s got everything. But anyway, what I added to this, was that:
understand your dates, right? Understand what dates are crucial to what
you offer because depending on what you sell or what product you provide, there are going
to be some crucial dates, right. Somethings have more engagement on weekends. Chris: Right, right. Chuck: Right, and so you may want to plan
your strategy to have more budget, to have more bid, to be a little bit more aggressive
during those peak times. Right, so understand what key dates, maybe
you’re doing some grand opening or maybe even people who share your same location. You’re on a strip center or something like
that, understand what promotions they have going on because if your neighbors bring a
ton of people, capitalize. Chris: Oh yeah. Chuck: Take advantage of it, so it’s good
to understand the key dates so you can start to promote and market around those dates. Chris: By the way in that brick and mortar
situation, maybe hit up the other business owners in that shopping plaza and see if you
can have like a parking lot event. Chuck: Parking lot event, any kind of host
beneficiary maybe. Maybe you can help one of their clients, and
their clients can help you without you guys competing. That’s a good opportunity to take advantage
of that time. And maybe you have a coupon that sends them
upstairs or sends them down a sidewalk, and vice versa. Take advantage of your key dates. Chris: Four. Chuck: Number 4, “Expect to increase your
budget.” Chris: Yeah. Chuck: Period. I really should just go on to number 5, but
let’s hang out right there for a second. Chris: Yeah. Chuck: Expect to increase your budget, look
she says, “There’s a very good probability that traffic is going to increase during this
time of the year. This means that the budget that you had in
place for the last month or so isn’t the same. In fact, it’s probably going to increase.” And she’s right. Like we know that there’s going to be increase
in searches, there’s going to be increase in people looking, and therefore you’re
going to have to increase your budget. Chris: Depending on industry, right? So you’ve got to keep this in mind. I was talking with a gentleman who sells cabinets
just the other day. And he’s about done. Chuck: Like kitchen cabinet systems? Chris: Yeah so he’s about done. People who were thinking, he’s like, look
if you’re– Chuck: Well yeah, this is not his season coming
up. This is a slow time for him. Chris: It just ended right? So if you wanted to make sure that your new
cabinets were in your kitchen by the time the in-laws showed up you got– I like that. You’re too late, right? So his season just died off 2-3 weeks ago
because that’s got to be planned and all of that good stuff. So, he shouldn’t be spending more PPC budget. Chuck: Well he should be changing his budget. Chris: Right. Chuck: He should be focusing more on branding
and like maybe some upsales and some other things like that because no one’s going
to order cabinets and proceed on the install during holidays. Chris: Yeah. Chuck: It’s not going to happen but that
would be great for remarketing. I’d probably start a campaign like you know,
remodel in the spring. Chris: Yeah. Chuck: You know and just like build up a list
of people Chris: We’ll give you a 10% now if you kind
of, get things signed. Chuck: Exactly, get on his email list and
maybe I’ll drip to you until my peak season comes, but the problem, the thing is being
aware of that. Chris: Yup. Chuck: Being aware of that and understanding
your numbers, but usually if you’re in a retail situation and we’re talking about
pay-per-click, right? Chris: Yeah, it’s going up. Chuck: Yeah, we’re talking pay-per-click
and it’s kind of focused on e- commerce. Yeah, your spending is going to go up. You’re going to have more products, so what
I wrote down, and this is based off of some research also, and some experience. Been doing it quite a while. You can expect to at least double your spending. Chris: Yeah. Chuck: Or at the very least increase it by
50%, so if you’re spending, let’s say 3k a month, right? On pay-per-click ads then you really need
to prepare to spend 6 or at the very least 4.5, right? You want to prepare to double it but at the
least increase it by 50%. Just because it’s going to be that much
more people looking for what you offer. Chris: And she may get into this. You’re going to need to monitor it more. For spending– Chuck: Oh yeah that’s coming up. Chris: Well then, let me not. Chuck: Yeah, yeah, you have to– go ahead. You have to monitor it. Chris: Yeah because if you’re used to monitoring
it once a week or something like that because you’re only spending 3k, you know, you just
upped it by 50% or doubled it, you now need to monitor it twice a week at least. Chuck: Twice a week, three times a week, yeah. Chris: And especially you need to monitor
it really quickly after you do it and here’s the– so after you increase the budget. Here’s a strategy, don’t just increase
the budget, try and spend the budget in half the time and then monitor it more quickly. And if you’re tracking your numbers, you’re
going to know that that 3k spent in 2 weeks and I made money off of it. Profit, actual profit after expenses. Then do the same thing and now you’ve effectively
doubled your budget, right? Because you did it over a month and then,
now 6 grand a month, the next 2 weeks, hit another– hit 6 grand and control it and watch
it and if it’s profitable, do it again. Chuck: And the benefit in doing it that fast,
right? To kind of expedite things and let’s say
in a 2 week time period, over a 4 week time period, is you quickly learn what’s not
working. Right, so when you do that, you’ll learn
which keywords didn’t have any results, which keywords had bad conversions, which
Ad techs didn’t work and so about when you get ready to increase your budget again, you
know to tweak your ads, tweak your keywords and make the right adjustments. Chris: And you don’t have time. Chuck: Exactly. Chris: Like Christmas is a fixed period away. Right? So if your strategy is, well let’s see what
happens over a 30 day period and adjust– Chuck: Yeah you just wasted too much time. Chris: You could’ve spent 6 grand and made
12. You could’ve spent 12 grand and made 24,
so. Chuck: I get it. That’s a pro tip. Look, number 5. Chris: Five! Chuck: “Get your copy festive.” Chris: Okay, yeah. I like that. Chuck: Yeah we’re talking holidays right? She says, “This may sound a bit obvious,
but you should have ad copy that reflects the season.” Chris: Holly jolly copy. Chuck: Exactly. “Use descriptive words and promotions, such
as ‘Christmas,’ ‘Holidays,’ ‘Hanukah,’ ‘Black Friday promotions,’ or ‘free
holiday shipping,’–” Chris: Cyber Monday! Chuck: It’s a great one, exactly. “So that your ads can reach a wider audience.” Duh. Chris: Yeah. Chuck: The only thing I’ll add to that is,
make sure that your ad copy is relevant. Right. So if you are increas– using these kind of
festive copy, make sure that the copy is relevant to what you sell and more importantly that
the landing experience, the page that they land on, is relevant to the copy. So if you do say, “Black Friday promotions”
and then they click the pag– Chris: You better have a Black Friday promotion. Chuck: On your website. You can’t have– you can’t just– ad can’t
say, you know, “Happy Hanukah,” and then they click and the site says, “Merry Christmas.” Chris: Yeah. Bad experience. Chuck: Not that consistent, bad experience. Keep it relevant. Chris: Yup. Chuck: Number 6. Chris: Six! Chuck: “Focus on mobile.” Chris: Uuh yeah. Chuck: Uuh, Kelsey. I hear you, I totally hear you because there’s
going to be a spike in mobile traffic. Chris: Certainly more than last year. Chuck: Certainly more than last year, but
again, I would say, check your Analytics first. Chris: Know your data. Chuck: Understand how your people are visiting
your site. If 90% of your visitors are coming on a desktop
device and believe me, there are some websites that 90% of visitors are still desktop, then
you want to focus on desktop. But if the bulk of your visitors are mobile
or you see a growing trend, which is what most of you guys are probably seeing in mobile
visits, then yeah, you want to make sure that you got some mobile optimized pages, make
sure your responsive look and feel is doing what it should do and presenting itself the
right way. But I wouldn’t necessarily say, focus on
mobile, but one thing I will say is that mobile isn’t the future, like mobile is now. Chris: Right. Chuck: And so, if mobile is a huge part of
your promotional strategy, then she’s right, focus on it. Chris: Yeah, absolutely, yeah. Chuck: You know, matter of fact she gave us
some stats, she said, “Consumers spend more than 15 hours on mobile sites and apps conducting
research.” Dig this one here– Chris: Is it 15– I guess in general for–? Chuck: In general. Chris: Oh okay, interesting. That’s got to be related to the size of
the purchase. Because I don’t spend 15 hours to like buy
a shirt, I’ll spend 15 hours, and I have, trying to buy a camera. Right? So depending on your price point, know that
there’s going to be a lot– Chuck: A lot of research going in. Chris: At least mobile will be in part of
it. If you know first contact to first purchases
is a week, know that half of that is probably gonna occur on at home. Chuck: It’s not going to happen on a mobile
when they were in traffic, then the other part happened on the tablet. Chris: Well if they’re driving a Tesla it’s
safe. Chuck: No, my wife is in the passenger seat
and just be– Chris: Shopping the whole time. You’re like, “traffic faster, I’m saving
money if I get home faster.” Chuck: So understand that Christmas kind of
alluding to that attribution model though, so just consider that, right? They saw a billboard and it interested them,
so then they did a search while they’re sitting in traffic. Because they saw a billboard. Chris: Right, right, right. Chuck: And so then they found you online on
their mobile device, and then they got home and maybe saw a commercial which led them
to their tablet. Chris: On a tablet. Chuck: And then they saw a remarketing ad
because they visited you already. Chris: Back to the office the next day. They’re doing a little bit more research
before they purchase. Chuck: And they finally come see you, and
so understand that people will engage with you on multiple devices and so mobile, Chris: It’s getting harder to really attribute,
right? It’s getting a lot harder. Chuck: It’s very hard. It’s very difficult to understand how people
are originally finding you. Here on another stat she says, “During the
2013 holiday season, 52% of online smartphone shoppers used their phones during the shopping
process.” And that’s from Google. Chris: Wow. Chuck: And then the last one here, she says,
“Mobile shopping consisted of 40% of Black Friday’s online shopping.” So all of the online shopping that happened
on Black Friday, 40% of that came from mobile devices. That’s from Custora. Chris: Right. Chuck: So with that kind of information, and
if you’re in a position where you have an e-commerce site and you are selling online,
then yeah, you want to focus on mobile. You definitely want to do that. But I think again, go back. Look at your data. Make sure that mobile and that type of information
is consistent with what’s been going on your site. Don’t focus on mobile and if none of your
traffic is mobile. Chris: Yeah. Chuck: It just don’t make sense. Chris: Know your data. Chuck: Number 7. Chris: Seven! Chuck: “Leverage extensions and product
listings.” This is pretty cool. She says, “While there are several extensions
to consider, here are four extensions that you should definitely make sure are implemented,”
so again, we’re talking extensions, right? And sitelinks, and things like that. So when you do a search, you know, you’re
on the search results page, you’ll get some options under the listings, those are the
extensions and sitelinks. So the search results calls it a sitelink
but when you’re setting it up in AdWords, it’s going to be an extension. Chris: Right. Chuck: Kind of how that works. So, sitelink extensions, right? So, “These extensions allow you to include
additional lines of text.” Right, so maybe you’re an e-commerce site
and you’re selling clothes and menswear or whatever, so you may want to have a sitelink
for shoes, a sitelink for clothes, a sitelink for accessories, a sitelink– Chris: Maybe men’s shoes, women’s shoes,
potentially. Chuck: Exactly, it just depends on how your
site is categorized. But those are the types of sitelinks or maybe
you want some call extensions, right? She says, “If you haven’t done this already,
make sure that you include your business’s phone number so that mobile users can directly
call you with a clickable call button.” Chris: Directly. Chuck: Look, I’m going to tell you, even
these people– and we’re talking about people who are mobile shopping. But you want to present the call extension. Chris: Yeah. Chuck: Even is they don’t call you, it gives
some comf– Chris: A lot of credibility, absolutely. Chuck: Yeah, that you’re available. I mean if you’ve got a physical store front
then you may even want to include a location extension. Right? We’re here, we’re here, we’re here. Which location is close to you? Or better yet, maybe you’re in a competitive
industry. Then maybe one of those extensions should
be reviews. So people can see some of those top reviews
in the search results page before they click. Chris: Yeah. Chuck: Take advantage. Chris: Big credibility. Chuck: Man, look, look. Create sitelinks because they– and here’s
what I added, they make it just easier for people to navigate, so once they do find your
site, they may not be sure what they want. Because that’s why they spent so much time
doing research, right? They’re kind of perusing the web and so
by giving those sitelinks, number 1) kind of helps you– Chris: You give them options. Chuck: you give them options. You make it easier for them to find direct
pages on your site. More importantly, from a branding perspective,
when you look at the search results page, the fact that you have a listing and sitelinks
gives you much more coverage on that search results page and you just look better. Chris: Yup. Chuck: Take advantage. Chris: Credibility. Chuck: Yes sir. Number 8. Chris: Eight! Chuck: “Dynamic Remarketing.” That’s one of my favorites things. She says, “To attract your specific audience
make sure that you create optimized and fresh ads that your costumers would want to take
advantage of.” Look, we’re taking pay-per-click, right? And so, with remarketing you can do this through
Google AdWords, you can do it through Bing, you can do this through Facebook, you can
do this through Pinterest now. And so you want to make sure that you’ve
taken advantage of that. Like, having a generic remarketing ad, it’s
cool. Those work really well for the– Chris: Better than nothing. Chuck: Better than nothing. Chris: Turn it on. Chuck: Those work well for like service providers,
right? If you’re providing a service where you
just do plumbing, right? A generic ad could work because on that generic
ad you may discuss water heaters or drain cleaning or you know, garbage disposals or
whatever it is, but if you’re on retail and you’re selling products, you don’t
want a generic ad because I don’t need to see an ad about foot action. I don’t even know about foot action, I need
to see a Jordan’s specific ad. Chris: Yeah imagine you go to Amazon and you’re
looking at Jordans and all the ads you see are like, “come back to Amazon.” Instead of Jordans, yeah. Chuck: I’m going to be like, “For what?” Chris: Yeah, I don’t, yeah. Chuck: Like, I’ll never– Chris: I was already there. Whatever, yeah. Chuck: Exactly so, you want to– Chris: But show them the Jordans again, you
might– Chuck: I will come back to Amazon, ironic
how that works. So a dynamic remarketing ad. So get these set up and they’re really really
easy to set up and plenty YouTube videos on how to set them up. Google’s got instructional step by step
direction on how to set it up. The point is, do it. Chris: Do it. And you know, if you’re overwhelmed really
what you should do is choose the products that are the most– Chuck: Choose more than 1 product. Choose 2 products. Chris: Or 5. Right? That are most profitable for you. Chuck: And start there. Chris: So you’re going to put it together
for those and then you’re getting them back for those products which are the most profitable
ones for you. That’s a pro tip. Chuck: Exactly, dynamic remarketing. Take advantage of it. Chris: Free. Free pro tip. Chuck: Number 9. Chris: Nine! Chuck: “Automate, automate, automate.” Chris: Yes. Chuck: And we’re talking about saving time. Look she says, “Both Google AdWords and
Bing Ads have automated rules that allow you to prepare your campaign in advance so that
you can actually enjoy the holidays and alleviate some of the stress that comes with the season.” Take advantage of automation. Like those tools are there and use them. Use them. Matter of fact she also says, “that doesn’t
give you the freedom to completely ignore it. If you can’t commit to a campaign, then
consider bringing someone else to help monitor or run the campaign.” And that’s a little of what Chris was saying
earlier. Like, you have to look at it. You’ve got to monitor it, especially if
you’re increasing the budget and trying new ads and running remarketing ads and things
like that. Chris: Changing things. Chuck: Then you have to commit some time to
it. This is the holidays, it’s the wrong time
to try and institute a kind of “set it and forget it” PPC policy. Chris: Yeah. Chuck: Ain’t going to work. Dedicate some time to it, schedule that time,
if it’s an hour every Monday morning or however your schedule let’s you do that,
you just have to do it. Chris: Be aware of your brick and mortar. If you’re going to be so busy during the
day, know how you were last year. If you’re so busy during the day, that you
don’t have that time to kind of monitor it, you got to make plans to have that time. Chuck: Yeah. Last one, number 10. Chris: Ten! Chuck: “Expand your horizons.” I like this one. Chris: Right. Chuck: It was kind of a stretch, she was probably
searching for number 10, but look she says, “experiment with your budget and ad content
for various members of your audience.” I was like, what does she mean by that? Now I thought about it, this is an excellent
opportunity to do A and B testing and things like that. Expand your horizons. Well, what does she mean? Again, if you’re in retail and you have
an e-store, an e-commerce store, and you’re selling products, maybe you want to change
your ads to focus on the different types of visitors you’re getting. So again, we’re talking in the holiday season,
right? So, that son whose waiting until the last
minute, maybe you’re ad says, “shopping at the last minute?” Chris: “Don’t wait until the last minute.” Like a reminder, “hey you always do, don’t
this time.” Chuck: Yeah exactly. Maybe your ad says, “buy today and you can
get there on time.” Chris: On time yeah. Chuck: Right, that kind of stuff. Start speaking to the people who are visiting
your site. Maybe it’s a mom visiting your site and
mom has everything. Well, so then you write an ad that says, “Don’t
know what to get for mom?” you know, “we have ideas.” you know? That kind of stuff. And you start figuring out which one of these
ads is converting the best. Chris: Right. Chuck: Then you rinse and repeat and change
the direction of your ads and keep it moving. Look– oh and this last thing, she says here
in regards to expand your horizons. She says, “Give buy buttons a chance. These are just clickable, call-to-action buttons
on social media channels like Facebook, Instagram, and Pinterest where visitors can purchase
your product directly from that channel.” Yeah, they add buy buttons there. Take advantage. They’re paid. It’s a form of paid social, but look if
they can convert without visiting your site, get them the option to do so. Chris: Do it, now. Chuck: She gave some final word of advice,
she says, “To build an effective PPC strategy, you must understand your audience’s behavior,
focus on keywords, messages, and the dates that are relevant during the holidays.” Which brings me all the way back to what I
said before. Get familiar with your Analytics. You need to understand when people are visiting
your site, how they’re visiting, like what device they’re using. What time of day do they come? What pages do they look at? How long do they stay? What referral source got them there? Right? Understanding all of that data would definitely
help you drive your pay-per-click, it will help you make the right decisions when writing
ads. More importantly it will help you land people
in the right place. So, punch in the face to you, Kelsey Jones
and the good folks over at Search Engine Journal. “10 tips on having a holly jolly #PPC campaign.” Chris: Holly jolly PPC campaign. Doesn’t really roll off the tongue like
an actual Christmas carol. Do we have any What News? Chuck: No What News. Chris: Or we could do like, What on that denial
of service, but we don’t know who caused it or who fixed it, or– Chuck: I could do a What on the presidential
debate the other day, but. Chris: What do you mean the debate? Like the entire on-going–? So I’ve shared around the office my feelings
is that, everyone when they get out of the voting booth is going to go home and take
a shower and just wash off like what just happened to them. Us, collectively for the last, whatever, 5
months. Hey, if you are 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, give us
a call. If you have a referral, so that’s somebody
that’s interested in website design, PPC, SEO, any of that stuff, send them to us. If we get them signed up and they pay their
bill, we will pay you. We have a referral program in place. Listen. I am about– we, actually as a company are
about to take part in a world record setting event. I’m going to see a show of hands out there. How many people have participated in a Guinness
World Record event? I don’t see– I’m sure there’s somebody
over there. Almost no one. If you want to participate, you can. We have a Kickstarter program to get a– because
Google– I mean Guinness charges $10,000 to send a representative so we can do it officially. So, we’re trying to get that sorted out. The organization is UP Social Network, it’s
a networking organization in Houston. You don’t have to be in Houston, you don’t
have to come to Houston, you don’t have to fly to Houston. We can Skype you in and you can have you and
your business associated with the world record setting stream. Chuck: Yeah. Chris: It’s going to be pretty awesome. If you want to find it, just go to Ki– actually
Google “Kickstarter most TV interviews” and or “UP Social Network” and you will
find it. Go ahead and participate there. You’re going to be helping us out and can– Chuck: So we haven’t put that information
on– Chris: Our site yet? Chuck: Yeah. Chris: Well we do have a blog post and I think
it’s the most recent blog post. So if you got to eWebResults.com and I think– Chuck: I mean on UP Social. Chris: It is not on UP Social yet, no. We’ve got to get a– we have a task assigned
to get that done. Chuck: Working on it. Chris: We haven’t a really hit it hard and
you know. A lot of people, you guys, can figure out
where it is by the time you hear this. It will be in place. Chuck: It will be there yeah. Chris: So go to UP Social Network, thank you. Chuck: That’s what I was getting to. Chris: That’s a good point and I think Daniel
was just saying, let’s get UPSocialNetwork.com/Guinness and we’ll probably also do /Kickstarter. Either one of those will get you there. Let’s see. So, just remember we were filmed live at 5999,
West 34th Street, Suite 106, Houston, Texas, 77092. The transcript, video and audio of this podcast
can be found at our website, eWebResults.com. We would like to thank you. Chuck: You, you, you, you. Chris: All of y’all. Chuck: 4 of y’all watching live right now. Chris: And there were 5 or 6 earlier. Chuck: And 6 earlier. Yeah. Chris: Yeah, we appreciate you. Thank you guys for making us the most popular
internet marketing podcast on iTunes. We really appreciate it, it’s an honor to
kind of serve the community this way. The SEO community. Until the next podcast, my name is Chris Burres. Chuck: Charles Lewis. Chris: Bye bye for now.

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