6 Ways to Kill It on Google Display Network – SEO Podcast 359

By | August 23, 2019


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, this is podcast number — Chris & Chuck: 359. Chuck: Man, hold up! That is a pretty cool sounding number. Chris: That number just keeps going up every
week. I remember I was talking to somebody and we’re
like, “when’s your sister’s…? How old is your sister?” And he was like, “I don’t know! It keeps changing every year!” Chuck: Yeah, it should, you know? Chris: If you’re lucky right? Chuck: Yeah. Chris: As always, we have a tip from our previous
podcast, and that tip is, “Use click bait in your product page title.” Chuck: Yeah, product page title right? So you got an e-commerce site and each product
has it’s own page right? Use some click bait. Chris, what is click bait? “Click here,” “Free Shipping,” “30%
off,” whatever that bait is that entices people to click, use it in your page title,
should drive up click-throughs to that page. Chris: Boom. Alright, please remember we are broadcasting
live from Houston, Texas and Chuck and I, we are your friendly local neighborhood — Chris & Chuck: Top Position Snatchers! Chris: And our mantra is– Chuck: Do not be a douche. Chris: Don’t be a douche. Hey, we have a good article that we’re talking
about today. Chuck: Man, got a great article called, “PPC
101: 6 tips to supercharge your Google Display Network performance.” 6 tips to supercharge, right? Wanna amp up your Display Network. Chris: The Display Network, yeah. Chuck: Shout out to Ben Wood and the good
folks over at Search Engine Journal. We’ll get into that in a minute. Chris: Alright, Ben. Hey, if you’re in a position to have some
sort of electronic device, go ahead and tweet now. Chuck, what should they tweet? Chuck: You should us, right? Use the hashtag #SEOPodcast, tag us in it,
@eWebResults, @BestSEOPodcast, that way we can follow you back and do all of our social
networking stuff. Chris: Excellent. So if this is the first time you’ve listened
to this podcast, howdy, welcome, thanks for joining us by the way. Chuck: Glad to have you. Chris: Yeah, if you’re listening, you can
actually watch it. We broadcast live on Fridays and you can get
the video on YouTube, so if you need to change it up and not just listen, you can do that. And if you are watching today, you would notice
that there is actually a tear tattoo. Chuck: Yeah, I heard the gun, it was the loud
gun. Chris: Yeah, it was the loud one, yeah. The tattoo gun. Chuck: Oh man, he’s getting tatted up in
there. Chris: It was rough. Every time we go a week without having a tattoo,
we get a tear tattoo on my eye. It’s– Chuck: After we get a review, then he gets
a tattoo. Chris: Review, yeah. What did I say? Chuck: You said a tattoo for a tattoo. Chris: It’s a long day. I’ve been a little under the weather. Alright so, the other thing is, we do run
a contest. Chuck: Yeah. Chris: We’ll do “Contest” and the way
the contest works is: if we get a review and we get 10 shikos… Chuck: A shiko is an eWebResults branded term
for social engagement. It stands for shares, likes, and follows. Shiko. Chris: If we get 10 of those on any one of
our platforms and a review, then we don’t tell you how to write a review for us, ‘cause
as know, I mean, there’s some details in that. Chuck: Kinda come with some in– yeah. Chris: Since we didn’t get a review, we
will describe to you how you could leave us a review and save my cheek from another tear
tattoo. Chuck: Yeah. Chris: There are lots of ways you can do it. One of them has three steps: All you need
to do is go on to iTunes, create an account and write a review. Hopefully you make that review– Chris & Chuck: 5 stars! Chris: And if you do write a review on iTunes,
go ahead and send us an email, let us know that you wrote a review on iTunes and we’ll
make sure to get it on the air. Chuck: Yup. Chris: Next, you could leave us a Facebook
review. All you need to do is go to Facebook.com/ Chuck: eWebResults Chris: And click the little stars and then
click the “write a review.” Chuck: Yeah. Chris: And Boom! Hopefully you’ll make that one– Chris & Chuck: 5 stars! Chris: Next is Stitcher. The best way to get to Stitcher is actually
to go to our page– Chuck: Click on “SEO Podcast.” Once you get to the podcast page, right? In the sidebar you’ll see the Stitcher logo,
click that, you’ll get to the Stitcher page. Right at the top there’s a write a review
button, hopefully that review will be– Chris & Chuck: 5 stars! Chris: We probably should just make an eWebResults.com/Stitcher
that get’s them forwarded over there. And then finally on G+, G+ has all these numbers
and slashes and… Chuck: And IDs and codes… Chris: A plus in it. You don’t wanna do that. All you need to do to find our G+ page where
you can leave us a review, is go to eWebResults.com/ Chuck: Google+ Chris: or / Chuck: Googleplus Chris: or / Chuck: G+ Chris: or / Chuck: or Gplus Chris: And all of those will take you to our
Google– it’s actually a search engine result page, where the pop-up comes up that says,
“hey, write a review now.” And you can check out our 90 reviews that
are sitting there right now, and obviously we would like you to make that– Chris & Chuck: 5 stars! Chris: Alright, so that’s how you leave
us a review. We would appreciate if you shiko us, actually. Chuck: Yeah, then we won’t have to do that
part again. Chris: Exactly. Again, 10 shikos and 1 review, we skip that
section. The places that you can shiko us are: Facebook.com/ Chuck: eWebResults Chris: Twitter.com/ Chuck: eWebResults Chris: Instagram.com/ Chuck: eWebResults Chris: YouTube.com/ Chuck: eWebResults Chris: and LinkedIn.company– .com/company/ Chuck: Yeah, don’t go to that URL, you will
not find that page. Chris: You could try. Chuck: /eWebResults. Chris: You’ll figure it out. Hey, if you are a PHP genius, and actually
are smarter at WordPress and PHP than I am at reading our own profiles, we’re probably
looking for you. Go ahead and leave an audio résumé, 713-510-7846. If you’re looking for a free comprehensive
website profit analysis. Chuck: Profit analysis. Chris: We have one of those for you. All you need to– Chuck: Yeah, is your website profitable? Chris: Yeah. Chuck: Like, have you looked at some numbers
and realized how many goals are being completed, how many leads are being generated from your
site. Chris: Yeah. Chuck: Maybe you are and you don’t know
how many you’re getting. You need a profit analysis. Chris: Yup. All you need to do is go to our homepage,
eWebResults.com and there is a green button, you can’t miss it. Go ahead and click that button and fill out
the information. That’s our free website analysis– profit
analysis. It’s time for the favorite segment of the
program– Chris & Chuck: The Algorithm Cataclysm! Pwoofshh! Chris: Oh, that was good. Chuck: Man, I hadn’t had any Cataclysm in
a while. Chris: Yeah, it’s been a while, yeah. Chuck: It’s been a while. Chris: Ever since they went like real-time,
they haven’t– Chuck: Yeah, and this Cataclysm today is not
necessarily Algorithmic based, right? So this didn’t necessarily change what those
results do, but it did change what the results look like. Chris: Right. Chuck: It did change what the results look
like, right? So you remember last year when they adjusted
the search engine results page, they removed the right side. Chris: Yeah. Chuck: Right? Then they removed the shopping ads, right? Chris: Right. Chuck: So now, if you go do a search for like
a product, let’s say like bicycles, or Nike shoes, or Jordan shoes, or whatever it is,
then you get a product carousel. Chris: Right. Chuck: You get the product carousel that you
can swipe through now and look at different products and still ties in to Google Merchant
and to the whole shopping experience. So pretty cool experience, I think the carousel
has proven more effective than the actual kinda grid display did. Chris: Yeah. Chuck: So I was actually pleased with that
because not showing products in a product search kinda sucked Google, and so I’m glad
that you brought that back in the carousel form. Chris: I actually saw something– well, I
was on the phone with a prospect, I pulled up a search, and it was like: ads, organic,
which isn’t normal anymore, right? And then map, and then more organic, and then
there was some other section, man I should’ve– Chuck: It wasn’t ads? Chris: It wasn’t ads, it was before ‘cause
it was: organic, that section, and then more organic, and then potentially ads and next
page. I mean it was probably 25 listings on that
page. I should’ve taken a screenshot of it, I
was just in the middle of talking to a prospect. So if I catch that again, yeah I’ll take
a screenshot, ‘cause that would be Algorithm Cataclysm as well. Chuck: At least you’re trying to diagnose
what exactly that section is. Chris: What happened? Why did that come up? So, you got some more…? Chuck: I got news. Chris: Alright, let’s do news. Chuck: So I got one piece of news man, remember
Duane Forrester? Chris: Okay, yeah. Chuck: Duane Forrester, big guy, used to work
with Bing, was kinda helping Bing move things along, then eventually left Microsoft and
he was glad to just be out. Chris: Right. Chuck: Not working, said he was just spending
time with his family. Well anyway, he just joined Yext, VP of Industry
Insight. So punch in the face to you Duane, that’s
a good move for you and for Yext ‘cause Yext are actually debuting– demoing their
new partner program. Chris: Right. Chuck: Right now. Chris: With some new features, it’s not
just old Yext. Chuck: Yeah, it’s not even released to everybody. Chris: Right. Chuck: Yext hit us up and said, “We’re
trying it out, seeing how it’s working.” Got some pretty cool features in there, and
I just know that with Duane there, yeah, the SEO value, the other things that they’re
rolling out now will likely be for the benefit of the agencies and the clients working with
those agencies. And then good look for you Duane, another
opportunity to stay in your lane and do what you do best. And I know Yext is gonna have him at conferences
and going around, so that’s a good look for him and for Yext, punch in the face to
both of y’all. Chris: Very cool, punch in the face. My news– actually I just really liked these
two headlines, so I decided to bring them, “You can build a laptop out of open source
components if you want a bad laptop.” I did not read the article, I just thought
the title was good. Chuck: Yeah, self-explanatory, yeah. Buy a new laptops dog, know what that means. Chris: The next title was, “Samsung’s
Note 7 apology was full, humble, and nerdy.” Chuck: Yeah. Chris: I like that. Chuck: It needed to be. Chris: Yeah. And then finally Uber. The Uber boss quit Trump’s advisory board. Chuck: I figured he would. Chris: Well, so I have an interesting– So
Elon Musk decided to stay and he says, “look, this is an advisory board, I’m giving him
advice. Whether he takes my advice or not is an issue,”
right? Clearly not taking advice, I would argue,
“and it isn’t me saying, ‘I support what he’s doing,’ by being on that advisory
commission.” Chuck: I get it, but the only difference between
Uber owner and Elon Musk, ‘cause you know, Elon Musk is a– whatcha-ma-call-it? Chris: Like the owner, CEO, Tesla. Chuck: Tesla! Chris: Right. Chuck: And so the difference between them–
Tesla’s not getting deleted. Like everybody’s deleting their Uber apps,
and banning Uber and not using it. Nobody’s doing that with Tesla, and so Elon
can, of course he can say that. Chris: Yeah. Chuck: Let everybody return their Tesla. Chris: I do like the principle of– and this
is like the famous book The Art of War, or it’s some book I read on negotiating. Was about, look if there’s any possibility,
even any remote possibility to accomplish something, then you should go to the table. Chuck: Yeah, I mean communication has to happen. Chris: So now he’s not at the table, which
if he’s got opinions that you and I would appreciate, which he probably does, then now
he’s no longer at the table and that’s a loss for everyone. Chuck: I disagree. Chris: Now I know why he did it, but if he
can’t get at the table and voice his opinion, which he isn’t gonna be able to do now,
then you’ve lost a voice of reason at a table of insanity? Chuck: Exactly yeah, the table of insanity
talking to a brick wall. And not just that you know, when you consider
like Amit Singhal dude from Google, and all of these other top dudes who obviously emigrated,
you know what I’m saying? Chris: Right. Chuck: The fact that you’d be on an advisory
board for a company who’s banning immigration, I totally get it. He had to represent for his new employees
and for his staff and take a stand. Chris: I get it. Chuck: I get it too, it’s both sides. Chris: I get it. I also wish he was at the table still, alright. Chuck: ‘Cause he could fight for those same
immigrants and put– Chris: Or try, at least try. Chuck: I get it. Chris: Which is fight, right? So anyway, I thought that was interesting,
I knew we would have slightly different opinions on that. Chuck: Yeah, I get both sides. Chris: Yup. Chuck: I get both sides. I just know that Elon Musk and the other six
companies who were also on that advisory board, they’re not being rejected and deleted and
it’s not like Uber. Chris: Right, right. It’s not impacting their business. Here take– Chuck: Their business, their staff, their
employees, everybody. Chris: Take the keys to my Tesla, because
of your sitting on the board. Chuck: Exactly. Chris: And Elon Musk is an out there character
anyway, so. And then we’ve got one question. This is from Marcus Fox, who was actually
on Facebook Live. Hey Bruce, thanks for tuning in, and Marcus
who I think maybe dropped out, and maybe he’s back. The question is, “The question for you guys
for later,” ‘cause he sent earlier today, “now that Google is indexing mobile first,
is it time to abandon desktop optimization?” Chuck: No! Chris: No! Chuck: That’s it. Chris: Well, probably not. Chuck: No. Chris: Almost absolutely not. Chuck: No. Chris: If zero traffic comes to your website
from a desktop– which is a no. If you got to that point, then you could forget
about it. You’re never gonna get to that point. Chuck: Now, I will say this, maybe you know,
over 50-60-70% of your traffic is coming from a mobile device, then you should definitely
optimize for a mobile. Chris: More time, yeah. Chuck: Like you should be investing in AMP
pages, you should be making extremely mobile-friendly pages and doing things like that, but don’t
omit desktop. Chris: No, no. Chuck: Just can’t do it. Chris: Until you get zero traffic, which is
not gonna happen. Chuck: Now, I’m gonna tell you now, the
two clients that I met with today– and I got about 16 more to meet with over the next
two weeks, going over their numbers. Both clients that I looked at today, we looked
at their device overview report, and one client is a mosquito company here in Houston, they
had these kinda cool misting systems, 80% of their traffic was desktop. The other was an app developer, right? And they deal with commercial apps and building
mobile apps and executive dashboards and things like that. 70% of their traffic was desktop also, and
so… Chris: Yeah, gotta keep optimizing for desktop. Chuck: Yeah, you gotta keep desktop right
now. Chris: Absolutely. Alright, that’s all the news and the lack
of review that I have, so that is– you have a little bit more? Chuck: I got some PITFs. Chris: Alright, some PITFs. Chuck: I got some PITFs. So this PITF– I got two PITFs. This one goes to Kerry Shellborn, she hit
us up on Twitter, she’s @kshellborn. She says, “I haven’t been disappointed with
an episode yet. Thanks @eWebResults…” Chris: I gotta say, even when 30? Chuck: She says, “Thanks @eWebResults for
the SEO tips. #retailers #SEOPodcast 358.” She’s watching the last one. Punch in the face to you Kerry. Chris: Boom! Chuck: Appreciate it. This one here goes to Andy. He hit us up on Twitter also. He’s @ThatAndyG, he says, “@eWebResults
Chuck mentioned a tool called Zeno, or something sounding like that in episode 357 of the #BestSEOPodcast. What’s the real name?” Andy, great question. It is Xenu, but it’s spelled XENU. It’s from a company called Link Sleuth,
and so if you search, “Link Sleuth, XE–” Chris: Or Xenu, XENU, yeah. Chuck: Or yeah, if you search “Xenu,”
XENU, that’ll take you– It’s like an old software, the graphics are kinda outdated,
but works really really well. Chris: Yeah. Chuck: It’ll index your site, lets you export
a CSV, with all of your URLs, links, and titles, and descriptions, and how many links are coming
in to those pages, how many links are going out from those pages. Pretty cool tool, I use it for link analysis,
I use it to create 301 redirects spreadsheets. So yeah, Xenu, XENU. Hopefully that helps. Chris: See that’s a very good tool, and
they’re not a sponsor, yet. Chuck: Yeah, they’re not a sponsor yet. Cut the checks Xenu. Chris: Alright, that is– oh you got more? Chuck: Nah, that’s it. Chris: That is the potatoes. Let’s talk about supercharging your display
in the meat of our podcast. Chuck: Yeah, yeah. Chris: Which starts now. Chuck: Yeah, yeah. It starts right now. So punch in the face to Ben Wood and the good
folks over at Search Engine Journal. He posted this article, “PPC 101: 6 tips
to supercharge Google Display Network performance.” I use Google Display Network. Chris: Yeah. Chuck: For the sake of this we’ll call it
GDN. I’m not gonna say Google Display Network
so many times. Chris: Display Network all the time. Chuck: But I use GDN all the time, matter
of fact, it’s kinda a standard part of our process. Every PPC campaign at the very least gets
a remarketing GDN account. Chris: At least, yeah. Chuck: At least that, and so matter of fact
he goes in to kinda talk about GDN, he says, “The Google Display Network ‘GDN’ is
the largest contextual advertising network available on the Internet. Consisting of millions of websites.” He’s right, this is a huge network. Way bigger than Facebook or YouTube or anything
like that. This network is so big and it’s full of
display. Matter of fact, it runs on YouTube and other
Google properties also. Chris: Yeah. Chuck: And so, when you think about like AdSense,
right? Chris: Yeah. Chuck: And you know how AdSense works, right? If you got a blog and you wanna make some
extra dollars, you can put some AdSense in the corner, like maybe in some widget or something
like that, and then on your website, your AdSense plugin begins to show Google Display
Ads. You have officially put your site inside the
Google Display Network once you did that, and so when you consider how many people have
done that, you can understand how big this network really is. Matter of fact he says, “it can reportedly
reach 92% of all Internet users on the US,” they got a link to that, you might wanna check
that out. In fact check it, but it’s probably right. 92% is a lot, but there’s a huge network
of sites there. He also says, the “target audience is browsing
websites, they may not necessarily be in ‘shopping mode’,” and that’s the one key about
GDN is that you run the risk of running up ad dollars and spend for people who may not
necessarily be the most targeted person, they may not be in the mood to shop or convert
or take action right then. However, it’s still a necessary strategy
to go with and I suggest you do it. Chris: Especially the remarketing. At least the remarketing. Chuck: And he starts off with number 1, “Remarketing
campaigns.” So this is one of the first reasons why you
wanna supercharge your– this is one of the first tips for why you wanna supercharge your
Google Display Network performance. He says– Chris: You see Steve Briskman just tuned in. Chuck: Man Steve, what’s good man? Chris: Steve, how’s it going? Chuck: He says, number 1, “Remarketing campaigns,”
right? Chris: Yeah. Chuck: He says, “Remarketing allows you
to deposit a cookie via the browser of your website visitors.” And then, “You will then be able to display
ads targeting those website visitors whenever they visit other sites also on the GDN.” Right, so what happens is, if you wanna move
forward with some remarketing, you put some coding on your site that you can get from
Google AdWords or if you’re using Google Tag Manager, which is the recommended way,
set that up and then you can create your audience, right? And then once people start visiting your site,
you start building up this audience of visitors. Chris: Yeah. Chuck: Now you can take the time to go ahead
and segment those visitors, so maybe people who hit your AC page get on one list, people
who hit your heating page, they get on another list, and then you have a kind of generic
list that you may just wanna take advantage of for branding. Chris: At least do a generic list. Chuck: At least, at the very least. Chris: At least do a generic. Chuck: We kinda do that by default with every
site launch. Whether you’re gonna move forward with paid
or not, we’re gonna start building this list just in case. Look, I’ll tell you this, remarketing like
I said, is standard with all campaigns, and you should run them on YouTube. YouTube is a great place to run those remarketing
ads, ‘cause YouTube is the one place where they’re watching this video and this ad
is in front of them, and so they’re forced to watch at least the first 4-5 seconds of
it. And so you have a higher likelihood of getting
that conversion, specially if you targeted it right. I’ll say this ‘cause we do do the generic
ones, if you can segment those ads, segment your list like I was giving earlier. Chris: Oh yeah. Chuck: People land in your AC page then put
them on an AC list, you have a higher chance for conversions once they begin to see AC
related remarketing ads or heating related remarketing ads, so take advantage of it. Those generic lists, they work great. Those work really well for like branding,
right? You just wanna get your logo plastered everywhere
at a really really low cost per impression and low cost per click, then take advantage
of it. Chris: It’s so affordable, yeah. Chuck: It’s so affordable. Chris: And by the way, it feels really good
when you know that a competitor visits your website, and then your branding follows that
competitor for the next 90 days. They’re like, “these guys are spending
a ton of money.” Chuck: And they’re really not. Chris: “They’re everywhere!” Chuck: And it’s happening. It’s happened to me all the time. Every time I go search for shoes, or search
for a shirt, or search for a hoodie, search for a new hat, whatever I may be looking for,
even something on Amazon, if I don’t buy it, Amazon has a huge GDN budget. As soon as you leave Amazon, and begin surfing
the web, you will see ads for the product you just was looking at. It always happens. Chris: Number 2! Chuck: Number2, “Target similar audiences,”
right? We’re talking about Google Display Network. He says, “Target similar audiences.” He says, “Similar audiences allow you to
increase the reach of existing remarketing campaigns to drive new users to your site
who have similar browsing habits as the website visitors.” Right, so similar to the segmented ads, except
you didn’t segment it, but now you still wanna target them, right? And so, you can target them with a different
kind of GDN filter called Similar Audiences. What is the similar audiences? Well, it allows you to do just what he said,
reach existing people who have a similar browsing habit. So maybe the person who’s on your remarketing
list goes to a certain set of sites, they look at– they do a certain type of search
and then maybe people who are affiliated with them, who do the same type of search, who
visit the same type of sites, well they end up seeing those same remarketing ads, even
if they’re not on your remarketing list, but that’s because they are part of a similar
audience. Chris: Right. Chuck: Take advantage, check the box, it’s
totally worth it. For example, maybe you’re showing AC repair
remarketing ads, right? And so maybe your ads will begin to show to
people who are looking for heater repair. They may show for somebody looking for HVAC
maintenance, right? because there’s a similar audience even though there’s not your specific
search term and not the specific segment you created. Still a similar audience and definitely a
worthwhile click at a low cost. Take advantage. Chris: Absolutely. Number 3! Chuck: Number 3, and we’re talking “6
tips to supercharge your Google Display Network performance.” The third tip is, “Focus on Placements.” I love placements. Chris: Oh yeah. Chuck: Placements are something you should
take advantage of. He says, “By targeting placements, you’re
able to select exactly which sites,” right? “You want your ads to be displayed on, so
it’s a safe option for advertisers just really branching out into display.” Great point here. Right, and maybe you’re new to Google AdWords
or you don’t– maybe you got a small budget, and so you don’t wanna necessarily just
go all in. Do placements, especially if you know the
sites that your clients frequent, right? If your site’s always goes to CNN.com or
whatever it is, then place your ads on CNN.com because that site is inside Google’s GDN
and you can do that. I always run placements ‘cause they’re
a perfect way to dictate who sees your ad. I wrote a Pro Tip down. I’m gonna give you a Pro Tip. Pro Tip. Chris: Free okay. Chuck: Free Pro Tip. Chris: Okay, last free one for the show, maybe. Chuck: I might have one more. So, here’s a Pro Tip for your placements,
and this is for anyone who’s doing any traditional advertisement, right? Let’s say you’re running commercials on
TV, you’re running radio ads, maybe you’re running some print ads in some magazine or
some newspaper or something like that. Look, that TV station where those ads are,
that newspaper where those ads are, that radio station where those ads are, guess what they
have? A website. Chris: Display Network. Chuck: They have a website that’s running
Display ads. Chris: And guess what’s on that network? Chuck: Exactly. Chris: The Display Network. And guess what Network it probably is? Chuck: Google! And so you can literally dictate those sites. Now here’s what you do though. You make your remarketing ads consistent with
the promotion that you’re running on that station, and so that way, the same people
who watched that station will likely visit that station’s website and then they can
also see the same remarketing ads, similar to the ad that they probably watched. Oh good Pro Tip Chuck. Chris: Man, that is a Pro Tip, yeah. Chuck: Here Pro Tip Chuck. That is a highly qualified lead right there. If they click it ‘cause they saw the ad… Chris: Boom. And they click it because they saw the ad
on TV and because they frequent that website and they see the add again. Chuck: Take advantage. Chris: Yeah. Chuck: Placements can really work for you. Number 4! Chris: Four! Chuck: Man, I like this one here. I learned this lesson the hard way. He says, “Look out for mobile games,”
right? “Look out for mobile games,” and I really
could’ve gave Google a kick in the shin right here because it wasn’t until recently,
they made it kinda difficult to like opt out of having your ads shown on mobile games and
apps and things like that. Which really sucked ‘cause we know that
if I’m gaming, if I’m playing solitaire, I’m shooting pool, or I’m playing dominoes,
whatever game I’m playing I have no interest– Chris: If my kid’s playing Minecraft… Chuck: Exactly. Chris: You do not need to market to him. Chuck: I have no intentions on clicking the
ad whatsoever, especially not in a game. So you wanna– matter of fact he says, “check
whether mobile games have been taking up a slice of your display budget,” ‘cause
that’s what happened to me. You try to figure out, “Man! I got all these Display clicks and like this
super high bounce rate, and no conversions, and no time on site,” Yeah, that’s because
they clicked that ad on accident. Chris: That was my son. Chuck: And then they hurry up and bounced. They couldn’t wait to get back to the game,
and it’s just not a good look. I recommend turning it off. Chris: Off. Chuck: I can’t think of any kinda reason
to run ads in a game unless you sell games. Chris: Yeah. Chuck: You’re selling games. Chris: A similar game. Chuck: A similar game, then yes. Run this ad while I’m playing it, it makes
sense. But if you’re an AC guy, or a Jordan guy,
or a pool maintenance company, or a hard money lender, or whatever it is, there’s no need
for your paid ads to be running remarketing– Chris & Chuck: In games. Chuck: Just don’t do it. Chris: Yup. Sorry Google. Chuck: Not a good look. Chris: Yeah. Chris & Chuck: Number 5! Chuck: He says, “Target in-market areas.” So “Target in-market areas.” So a little bit different from the similar
audience. The similar audience is focusing in on people
in-market. Chris: And their behaviors, right? Chuck: And their behaviors in-market areas
focuses on the subject matter. Chris: Regions. Chuck: Exactly, in the region. He says, “in-market audiences are people
whom Google has determined to be most interested in what you have to offer based off of their
activity.” Right? Chris: Right. Chuck: So it’s a little bit different from
the similar audiences, but the key here is, they can work. Depending on what you sell, depending on what
you offer, so for example– ‘cause it could also not work. Chris: Not work, and not sell. Chuck: Like if you’re a service provider. I think target in-market audiences work well
for service providers because the services are usually similar. If I’m in an audience for let’s say, pool
maintenance and you show me a pool repair ad, it’s similar. Chris: There’s some cross-pollination, yeah. Chuck: Yeah, I can definitely do it. However, if I’m in the market for Jordans
and you show me an ad for Reeboks, I’m not clicking and you just wasted that cost per
impression. Chris: Yeah. Chuck: So you have to watch it and monitor
it, and figure out where it’s going. Good news about in-market audiences is that
they work with the placements, and so you can actually go in a step further and see
where these ads are at, because maybe I’m showing on some Jordan sites and some Reebok
sites. Maybe my ad is showing on a site that sells
all, Jordans, Nikes, Reeboks, and everything. That’s the case I may still want my ad there,
but if I’m showing on Reebok.com, for example, then you need to exclude that. You don’t want your Jordan ad to be showing
there. And so the point is, test it, measure it,
watch it, monitor it, and then make adjustments. It’s a good option to have, it could definitely
increase clicks and conversions. Chris: Yup. Chuck: And the last one. Chris: Number 6! Chuck: Number 6. We’re talking, “6 tips to supercharge
your GDN performance.” Number 6 is, Test Google sponsored– “Test
Gmail sponsored promotions.” This is a good one, shout out to– oh my god,
I’m thinking– forget the lady’s name! Chris: What’s her name…? Her name is… Chuck: The chick at Google, who we just had
a hangout with yesterday. Chris: Yeah, there’s only one. Chuck: I’m sorry I forgot your name, but
yeah, she was just going through this, about running remarketing ads and Display ads inside
of Gmail, right? We’ve all been in Gmail. Chris: We’ve all seen ads, yeah. Chuck: And you’ve seen the little ads right
above the sponsored page– I mean right above the social or the promotions tabs, there’s
ads right there. What better way to target somebody. Just like we pitch this all the time with
our email marketing. That the inbox is still the most visited place
on the internet. Chris: Yup. Chuck: So why not show ads there, right? Chris: Yeah. Chuck: Matter of fact he says, “ads appear
in a Gmail inbox, above emails. Designed to look like a regular email, once
clicked they expand to a full ad.” This is perfect. Chris: Yeah. Chuck: And so you visited my site, ‘cause
you had some interest in some AC repair and you didn’t convert. Sucks for you, but then you go check your
email and then you see an ad that says, “Hey, we’re still ready to fix your AC.” Chris: Yeah. Chuck: Or, “Come back and get that quote,”
or, “Free consultation now.” Chris: I mean if you make it look like an
email, you say, “Here’s the quote.” Chuck: Oh man! Pro Tip. That’s the click bait from the tip we were
talking about earlier. Chris: Yeah! “Here’s the quote.” Boom! Chuck: And see then– now you’re already
inside their inbox, right? And now that ad has a little bit more personal
feel to it. Chris: You’re in friendly territory yeah. Chuck: Hey, take advantage of it, remarketing
and Gmail inbox is the greatest thing you can do. Now, all you gotta do is just collect those
emails, right? You can’t do it to everybody ‘cause at
the end of the day, it’s a Gmail inbox and so if they’re on Hotmail, or Yahoo, or MSN,
or anything else it’s just not gonna work, right? But if they have a Google Apps account or
a Gmail account, then you’re in business. So why don’t you do this? Export your CRM. Here’s another Pro Tip, and we do this for
everyone. I’m gonna start charging for Pro Tips. Chris: Yeah, we need to… Chuck: Export your– Chris: Ka-ching. Chuck: You go to your CRM, export all your
contacts, right? Get them sort by email addresses and luckily
Google– you can just upload them all. Anything that’s a Google account or a Gmail
account is gonna keep, anything else is gonna kick out. Right, and that way you will have them on
your remarketing list. Part of that Pro Tip would be to take that
same spreadsheet and run it through Facebook, get all your friends to like you. Run it through all your social platforms,
make sure you’re connected with everybody who you’ve already done business with, right? Chris: Yeah. Chuck: That’s the Pro Tip. Chris: Yup. Chuck: I don’t think he had conclusion on
here. Yeah, he had conclusion, and closing he said,
“In order to generate optimal returns, advertisers need to make use of the ever-expanding targeting
options,” and he’s right. Like Google is making all these changes and
making it easier to target people, making it faster and more efficient to target people. Like we didn’t get into the automatic ad
they’re gonna start doing pretty soon. Chris: Right. Chuck: But you gotta take advantage of it. I totally agree. Only thing I suggest is that you be careful,
I’ll give you guys one example, speaking of AC repair. Chris: I wrote that as a note. Yeah, as he’s talking, yeah. Chuck: Me too! Be careful. Chris: This is a good one. Chuck: We had a client, we had a– ‘cause
all of our clients we allow them– we give them access to your AdWords. Chris: We believe in transparency, right? Chuck: Exactly. Chris: So the client has access to their AdWords
account. They can do whatever they want. They know what the spend is, there’s no
kinda black box, “Hey you paid us X and we’re telling you that you spent this money.” It’s transparent, yeah. Chuck: No. Log in, look at it, it’s your account. We just got access to it, we’re running
everything, it’s on your dime. Chris: Yeah. Chuck: You know, we just charge you to manage
that, and so anyway, we had a client, it was AC Seasons, and he was trying to do something
over the weekend, to get more traffic. He logged in, he turned on GDN. Chris: With no restrictions. Chuck: No filters, no restrictions, no remarketing,
no targeting. He just turned it on, and let his main campaigns
show across Google Display, this was a Friday. So Sunday, he was calling my personal cell,
panicking, “Oh my god, Chuck. I just incurred, you know, $6000 in clicks. Please make it stop!” Chris: The picture I have is somebody who’s
drowning and like getting up and is like, “Turn it off!” Chuck: Now luckily for him, he closed two
big deals out of that. One was like 4K the other was like 6K, so
it definitely paid for itself, but he was not expecting it. It hit his card hard, he has some cash challenges
because of that, and so be careful when using Google Display Network. Chris: Yup. Chuck: Man, punch in the face to you, Ben
Wood and the good folks over at Search Engine Journal. “PPC 101: 6 tips to supercharge your Google
Display Network performance.” Great article. Chris: Awesome. Alright, do we have any What News? Chuck: No What News. Chris: No What News. Alright, we’re just kind of excited here
in H-Town, because the Super Bowl’s– Chuck: The Super Bowl is here! Chris: Coming on Sunday! And I’m actually going to an event related,
right? Tonight. It’s not a Super Bowl event, it’s just
an event. The thing is called Club Nomadic and Nomadic
has a Nomad moving from place to place. They go to a city like Houston that’s having
super event. Chuck: A big event? Chris: Build a two story club, and then they
have like Bruno Mars. I’m gonna go see him tonight, so I’m pretty
excited about that. Chuck: So there’s a lot of events. Shout out to all the Celebs down here. A lot of famous people and all the fans out
here I’ve been seeing. Atlanta fans everywhere. Chris: Yeah. Chuck: Everywhere. Which sucks that Houston Rockets lost to the
Hawks yesterday. We were supposed to beat Atlanta, but anyway
that’s another topic. Punch in the face to everybody at the Super
Bowl. Chris: Alright, and you’ve got a prediction
right? ‘Cause I saw your ring post on Facebook. Chuck: Man look, and I’m a Texans fan you
know for life, but back when the Oilers left Houston. Chris: Right. Chuck: And we didn’t have a team, I became
a Patriots fan. Chris: Right. Chuck: Back when Drew Bledsoe was there. I remember when Tom Brady got the start. Chris: Right. Chuck: And Tom Brady got four rings, he’s
going on five. And I think he’ll probably get number five
this Sunday. The only he won’t is if Atlanta Falcons
play an amazing flawless game. Chris: Flawless. Chuck: Flawless, yeah. They got to play a flawless game, and I just
don’t think that’s gonna happen. Chris: Yeah. That is the prediction. Alright so, if you liked this podcast, maybe
it’s your first time, maybe you’ve listened to it before, we’re gonna ask you to do
one thing: could you please go ahead and share this podcast with three people. Chuck: Three people right now. Chris: We’re not gonna wait this time, but
just go ahead and do that. Share it, shiko it. Chuck: Yeah, share it, tag them in it. Three people, preferably business owners,
people who could benefit from the content we’re putting out, right? Someone who maybe has a website, or an e-commerce
site, or thinking about starting one and could use these tips. Tag them in it, share it. We shall appreciate it. Chris: Excellent, if you’re looking to grow
your business with the largest simplest, marketing tool on the planet– Chuck: The internet. Chris: Go ahead and call eWebResults for increase
revenue in your business. Our phone number’s 713-592-6724. We actually have a program, we’ve just kinda
come out with it, it’s called Instant Leads. Chuck: Leads Leads Leads… Chris: Guaranteed. Chuck: Teed teed teed… Chris: So the focus of– that’s awesome. The focus of it is PPC, right? We all know that PPC can drive instant traffic. Chuck: It’s pay-per-click. Chris: Pay-per-click, you can get on the first
page of Google tomorrow. Guaranteed to get you on the first page–
you gotta spend a little bit of time, put the ad up, all that stuff. You wanna make sure you got a proper landing
page. So what we do in this program is we make the
landing page. So the process is: they search for your product
or service, they see an ad saying, “Hey, we could do this with your product or service,”
they click that ad, they land on a landing page that says, “Here’s how you take advantage
of what we just told you to click,” and then they do it. Chuck: They convert, yeah. Chris: High conversion rates, focused on leads,
focused on Instant Leads. Chuck: Leads Leads Leads… Chris: Guaranteed. Chuck: Teed teed teed… Chris: Go ahead and give us a call 713-592-6724,
in order to take advantage of that. We also have a referral program. If you have a referral, somebody who’s interested
in internet marketing, that’s from– all that’s from web design– Chuck: Website design, and social media marketing,
and email marketing, and pay-per-click management, and search engine optimization, all of the
above, custom website design. Chris: Yup. Chuck: Take advantage. Chris: Go ahead and send that referral to
us, when that referral pays their bill, we pay you. In Houston, if you are in Houston, you need
to come to my UP Social Network event. Chuck: Yes. Chris: We set a Guinness World Record at the
end of 2016, we got big things coming. It’s great networking, just go to UP– Chuck: This is the one place you can go, right? Real talk. If you’re a business owner and you’re
in the city of Houston, this is the one place you can go to not only network with other
like-minded individuals, but this is different. Chris: Yeah. Chuck: From your kind of standard– I won’t
say any names– networking that you’re probably accustomed to. This is totally different, this is all live
streamed, you get a copy of the video, you’ll get an email broadcast, there will be a press
release forward. Chris: A blog post. Chuck: A blog post to go out forward. We’re about to move into some TV and some
radio stuff. Take advantage. Chris: Let’s just put our SEO hat on for
a second. Chuck: Yeah. Chris: Right? What we’re always looking for and always
creating is content. UP Social Network is not only an organization
where you can network with business owners in this area. Chuck: You leave with content. Chris: You leave with content. You get a video, you get a blog post, you
get an RS– not an RSS. You get a– Chuck: Press release. Chris: A press release. You get these things which you don’t get
elsewhere. If you wanna– Chuck: Then they get promoted and boosted
and optimized, and you don’t have to– take advantage. Chris: Yeah, yeah. Chuck: UP Social Network. Chris: If you came to us for those same things,
we’d be charging 10 times as much to get those exact same things. Just flat out, I’m not– like no lie. Nolan just won’t raise his price. Alright so, please remember we’re filmed
live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. If you want a transcript, video, or audio
of this podcast, you can find it on our website, eWebResults.com. You guys have made us the most popular internet
marketing podcast on iTunes. We’ve really been amping up our social media,
we’d love your feedback on what’s going on there. Chuck: Yeah, hit me up on the sound checks. The sound checks are going out there, they’re
getting boosted man. We’re having fun with it. I’m getting a lot of responses back, so
I appreciate it. Chris: Yeah, yeah. So hit us up. Keep doing what you do, keep sending in questions,
keep writing reviews, we really appreciate it. We’re doing all this for you, if there’s
some direction you wanna go. We wanna do a lot more interviews this year,
and if you’re a person who has some unique content. By the way– Chuck: Yeah. Chris: Dane sent us a really cool article. Chuck: The new article about the YouTube… Chris: Did you see that? Man, I think we probably should get him back
on. So we’ll probably get Dane back on here. Chuck: Yeah, if you’re a podcast fan, maybe
you’ve been tuning in for a while and you took some of the tips and advice we’ve given,
implemented it and it worked for you, that’s interview worthy. Chris: Yeah. Chuck: And we gotta talk to you and figure
out what you did, how it worked. Maybe you have some follow up questions, we’d
be glad to answer on-site. Or maybe you’re just a business owner, right? And you like this type of information, you
have something that could contribute to our audience. Chris: Yeah. Chuck: Hit us up, [email protected],
we’ll be glad to chop it up. Chris: Excellent. So thank you guys for making the most popular. Until the next podcast, my name is Chris Burres. Chuck: Charles Lewis. Chris: Bye bye for now.

One thought on “6 Ways to Kill It on Google Display Network – SEO Podcast 359

  1. William Rock Post author

    #ROCKSTAR Pro Tip on Display .. Great Show I just subscribed and plan to tune in live next time…

    Reply

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