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Get Leads Like A Gunslinger with Pay-Per-Click Advertising! Jesse Anema

Get Leads Like A Gunslinger with Pay-Per-Click Advertising! Jesse Anema


Okay cool. Well ya. If you have questions during the
presentation, go ahead and type
them in, and we will get to questions towards the end of the
presentation. But we’ll just get rolling right into things here. We’re going to be talking about how
to dominate your local market online
and use PPC to get people going to your website
and get people calling you almost right away. So first of all,
a little bit about me. I’m the owner and founder of
Nitrous Profits. We’re a consulting company, and we help small
businesses with online lead
generation through pay-per-click, SEO, social media,
and website and lead funnel design
and management. I started consulting businesses
for various products and services back in 2003, and the products
and services I’ve used to help my clients that have
benefited them in the hundreds of thousands of dollars.
I’m married to a wonderful wife of
nine years, and have three little girls. So that gives
you a little bit behind me. We are going to do
a contest today. So if you’d like to enter that contest, text ppcwin to 319-313-5180 to win one hundred dollars in
free advertising with Google
AdWords, which is applicable to new accounts. And with that, we are also covering…
With the new coupons we’re also covering the twenty five
dollar ad spend that we need for
that. So you’re actually going to get a hundred and twenty
five dollars. If you opt into that
we’ll announce the winner later and
text you. But first of all, let’s come up with
a poll. So how many of you have tried or are actively using PPC, or
pay-per-click advertising,
through your business? Okay. So it’s looking like a
couple of you have. And… Most of you so far haven’t. Alright. Well let’s… If you think that’s
long enough, Patrick, we’ll just go ahead and
keep rolling with the presentation
here. But… Alright. So first of all, why would you
take a look at doing pay-per-click, or PPC, for your
business? Is it still pretty distorted? [Patrick]It sounds alright. Maybe
even being a little bit farther back from your microphone
on your computer would
help. [Jesse]Okay. Is that better?
[Patrick]Ya. Being probably a
little more… Ya. [Jesse]Okay. Alright. Well one of
the platforms for pay-per-click is Google AdWords. And one
of the reasons that we use Google AdWords as one of
our main platforms where a lot
of businesses start with pay-per-click, is they have
an amazing reach. Obviously I’m sure
a lot of you are familiar with Google, but
they reach over two hundred and
twenty eight million adults in North America. So the
Google network reaches over eighty four percent
of them. You’re also able to target your ads
specifically by geographical area so you can
really target people around
your business if you’re trying to drive people into your store or
looking for leads close to you if you have a physical brick and
mortar type business. And you show ads to people that are
looking for things relevant to your products and services by using
the right keywords and things like that. And with pay-per-click, you’re
able to track things so you are really only paying for qualified
leads when someone clicks on a link to go to your website. So
there are a few other platforms
we’ll talk about too. Facebook has seven hundred
and fifty plus million members.
That is a great way to advertise your business these
days as well. And as well as LinkedIn, if any of you have looked
at LinkedIn for pay-per-click. So is it right for your
business and how quickly can you drive
leads? Well more and more so, and I think that most of you
that are on this webinar
probably recognize that, people and your customers and
prospects are online, and that’s just rapidly growing, especially
with more and more people
using mobile devices and things like that to search for
businesses, products, and
services. And a question I always like to
ask people is when is the last
time you picked up the Yellow Pages to find a business?
And more and more so, that’s
becoming less of a thing. More people are going
to online to do it. And the beauty of pay-per-click
is it’s measurable, and it can draw leads to your
business in as little as fifteen
minutes. You can get… If you structure an
ad campaign and get that live, you can have somebody
calling your business or going and clicking on your website in
as little as fifteen minutes once the ads are approved and
things like that. So you can drive
business and gain data really really quickly. So first of all, what is PPC or pay-per-click? PPC is short for pay-per-click, also
called cost-per-click, a paid form of advertising where
somebody buys advertising space
on an advertising platform or website online to advertise
and brand or sell a product
or service. And on here you’re seeing a few
examples of some ads. The train a dog to stay ad is an
example of a text ad very
commonly seen on Google AdWords. The Droid ad is a type of video or
banner ad that pops up. The ones in the middle are
Facebook ads. You probably
see those down on the bottom right when you’re cruising through
Facebook. And on the right side,
these are banner ads. And as you can see, they’re actually
done in multiple different sizes and shapes. And those are
actually ads that can be used
through Google’s log network or even purchased
directly from a website owner that allows advertising for
banner ads on their website. So those are a few
different types of ads there. What are common platforms for
pay-per-click? The top four platforms that are used for small
business are Google AdWords, Facebook, Yahoo Search Marketing, MSN Adcenter, and LinkedIn.
And it depends on… Which one is going to be right
for your business is going to
depend on your type of business and where you think
a lot of your customers are
and what will fit best with your marketing mix. Again, these
are different types of ads. There’s text ads. There’s
also video ads. If any of you have
spent any time on YouTube, you may be
searching for a video and before that video pops up there’s a thirty
second ad that shows a video promoting a certain product
or service or website or something like that. So those can be used.
Google actually also has the ability to push some of those
ads out on TV as well through
one of their platforms as well. So LinkedIn ads, you’ll
see those have a little bit… They’re very similar to Facebook
ads. And then there’s banner ads and Facebook ads. And we kind of just went over
this a little bit too. Which platform
should you start with? It really does depend on your
type of business and what
you’re trying to accomplish with your Google advertising
campaign. Are you trying to
get people to directly call you, to call your
business? Are you trying to drive them into your location?
Build brand awareness? Or are you trying to get them
to click over to like your website,
your e-commerce website, to sell them a product or service
directly that way? So but by and large, usually Google
AdWords is one of the first platforms that you can start with to really
start to gain an understanding
on data and start to find customers and turn
a profit. So what you absolutely must do
to get the most mileage out of your PPC campaign. The first
thing is you don’t want to just throw ads
up and hope that they’re going to bring traffic to your website. You
want to have a clear goal of what you want to have happen
with your campaign. And this kind
of keys a little bit on what I was just talking about. What specific
action are you looking for? The people that are clicking on
those ads are looking for your
products and services. What do you want them to do?
Do you want them to call you?
Do you want them to click over to your website and
opt into an email or text message marketing list?
Or do you want to drive them into your store? Or do you want
to try to make a sale directly on
your website? And the answer could be all of
those things. But you want to have an idea of really
what you’re trying to get based on your type of business.
So number two, you want to make sure that you are tracking
everything through your campaign. And AdWords has default things
that they’ve worked with within their campaigns that help you track
the number of impressions, which is
how many people have actually seen your ad
or how many times it’s been shown, the number of clicks, the CTO or click-through-rate, as well as what times your ads
are showing. And you also want to make sure that you also use
things like Google Analytics to show you what your conversions
are and where people are coming
from that are hitting your website for tracking on your
website. So number three is don’t blindly send them to your
home page. That is a big no no that almost everybody does when
they’re first staring out, especially
if they go to structure a campaign for themselves
and by themselves. They just send
them right to their own home page. And the best way
to do it is to send a specific user, target the right
keywords, which is another key. I don’t have it up on the slide,
but you want to target the right
keywords and the right demographic and geographic area
and send them to a specific page that displays your product or service
and gives them a specific
direction that you’re trying to have them do, which is usually
build a list or sending them
directly to a product page for that product so the ad
is relevant to what they are clicking on. So number four you’re going to build a list and also do things like call tracking. We
have a tracking platform that
we use for our clients that actually will
track the phone calls and
actually record them as well so you can actually hear even
yourself or your staff, whoever’s handling those calls,
what’s happening and see how
many calls are happening. We want people to opt into a sales
funnel with email or text message lists, to build a list to pull
more value out of your traffic and be able to pull them back
to your website and to your
products and services later. So and ya. As an example, like
I said, on a specific sales page on your
website, give away a free report or do a webinar sign up or
a contest opt-in or something that gives a very specific call to
action. So the other thing that you’re
going to want to do is when you’re in a campaign, you
want to convert those dollars that you’re spending in advertising
dollars, because you’re going to spend money per click that
somebody clicks to go to
your website. What you want to make sure that
you do is like I said, build a list and have a very specific call
to action. This is an example of what a sales page website can
look like that you’re driving business to. It’s got a nice
border up here, it’s got your phone number clear
with the number. You’d want to have call tracking on there as well.
A good headline, a video why you guys versus your
competitors, and then maybe an opt into an email list or something
like that. And the other big thing is once you get your campaign
going, you want a split test those things on your website. So
you’d want to split test through your help line for a certain amount
of clicks to see which one gets you
a higher conversion rate. You know, testing different bullet
points and things like that and sometimes even the layout of
your page just to optimize for your clicks and
campaigns. Alright. Looks like I had a duplicated slide
there. So what kind of budget and length of time will you
need to determine the proper
return on investment? Well again, ultimately
it comes down to the type of campaign you’re doing,
the size of audience you’re targeting, the keywords, and the geographical
areas, but most businesses will start with a good budget. You want to
start with something to where you can get enough data.
Usually, I mean you can get some data with a hundred dollars or so,
but you really want to go for probably starting off about five
hundred to maybe two thousand
dollars a month depending on your type of business, the types
of products or services that you sell. And we usually recommend a six
month time frame to really start to get metrics and tweak your
campaign, especially with testing your ads
and testing your different types
of ads and the type of landing page that they
go on. So you can get good
metrics. And the goal of pay-per-click is to…
No matter what, you’re buying that data. So even if
somebody clicks your website
and doesn’t leave or doesn’t have that kind of action, you’re
still understanding and seeing
what keywords they clicked on and getting those metrics
to where you can actually use that to optimize for other things.
And we’ll get into that in more detail later in the presentation as well. Something that if you have seen a little bit about
AdWords or even if you haven’t, AdWords has this and there are a
couple of other platforms that do allow for this, but it’s how do you market to your
website visitors after they hit
your website? And it’s also a form of microbranding.
And what it’s called is remarketing. And remarketing is
basically when somebody hits your website,
all websites have what’s called
cookie tracking on them. And it’s not spamming, it’s a common
practice used by pretty much most websites on the
Internet of how they track just a user like where that user came
from, their IP address, where they’re at, so they can track their
statistics of who’s hitting their
website and where and things like that. Well
what remarketing does is it places a special cookie on somebody’s
computer and just tracks where they’re going online. And what
it allows that to do is within Google’s network, there are
websites like YouTube, the New York Times, Fox News,
CNN, et cetera and some other major larger websites that allow for
remarketing banner ads that happens. So if somebody
comes to your website and they go to your website and they
leave and they continue to cruise around on the Internet, and
this could be for ninety days, and it wouldn’t be directly
just absolutely everywhere. They rotate the ads to where it’s not just totally in their face, but
when you’re on something else, you’ll actually see banner ads for
that website that you just went
back to and it becomes a microbranding
to make you seem like you’re
almost everywhere to that person. And it really helps build
up credibility of hey you know
what? They’re really out there. It must be legit. The
company’s maybe a little bit
bigger than I thought. Maybe I’ll go back and visit the
website or maybe they’ll call you
and come in to buy your products and services
at that point. So it’s a great way. It’s called white
space advertising, because you’ll
have a certain percentage of people that actually
click on your ads and go to your
website and leave because you don’t always
convert everybody. And this just brings people back into the fold,
so to speak, and just kind of gets
your awareness out there even more. So how can PPC help you improve your SEO results? Well
one of the great things about PPC is all the metrics
and data that you get. Like I said before, even when you’re spending
money per click, even if you’re not getting at first the desired reaction of what you want from your
customers or the people or prospects
that are clicking onto your website, you’re getting
to see the impressions, how many people
have seen your ad, you know the ad copy split test, the
number of clicks, your click-through
rate, the quality score of your website
that’s relevant towards the keyword that you’re placing the
ad for, your cost per action, which would be X amount of people
go to your website and see it and how many clicks turns into somebody opting into your email
list or joining your text message list or giving you
a call through the call tracking. And it allows you to actually see
what keywords are generally
placing conversions from your PPC campaigns. And when you’re optimizing for
SEO, you’ll know what keywords
are going to get you traffic, so you can optimize for
that and even reduce some of
your ad spend a little bit on those keywords as you optimize
and build in the rankings for doing that. So I know this is kind of hard to see, but over here on the left you’re
actually seeing the specific keywords that are actually
optimized for. The max cost for click you’re
bidding on, the clicks, the CTR, which is the click-through
rate, the average cost per click, the overall cost, and going on down there. I’ve got
another slide here that can
kind of show you. This gives you an idea of what a
campaign can look like for what you’re bidding. This
particular person, they had two hundred and eight
clicks that went to their website. The impressions is thirty four
thousand four hundred and
thirty eight impressions that that ad was seen. And that can be
a little bit harder to measure, because people sometimes will see an ad
impression and go in and buy
something from that just because they saw the ad.
Their click-through rate is point
six percent. The average cost per click is a
dollar and two cents, and their cost was two hundred and twelve
dollars and ninety two cents. Their average position, which is the
position of the ads on the web
pages, which works with Google’s bidding
system. They had a conversion rate of
point nine six percent. So their
cost per conversion was a hundred and
six dollars and forty six cents. So what happens then is they’ll
actually see what products they actually bought or different
things like that, and the goal is
to have it turn a profit. Sometimes you’re buying that data
at first, so you’re investing a little
bit of money in your pay-per-click campaign, and
once you’re turning a profit, you can continue to test and tweak and
scale your campaigns to where you put a dollar in and you get a
dollar fifty back or you put a
dollar in and you get two dollars back. Because if that was the case,
you’d want to spend that dollar as often as possible if it’s bringing you
that positive return on investment. Here’s another example of what
metrics can look like with the car shoppers
driven to dealer’s sites in four months. At sixteen thousand
clicks, a little over twenty million
impressions, this is their click-through-rate and their cost
per online car shopper that actually clicked to the dealer’s
website was a dollar ninety. So their actually cost per one
thousand car shoppers that
saw their dealer’s advertisements was a dollar fifty one per person. On the back end they work out
the metrics and go with that. So five keys to a winning
pay-per-click strategy. Number one, have a clear
goal for your campaign. Number two, establish a budget
and campaign time frame. Just decide on a budget, even if
it’s starting with a hundred bucks a month or two
hundred and fifty bucks a month. If you’re starting out with a
smaller account and just
want to get a feel for things, you can do that. And just decide
that you’re going to do that and set that budget aside for three
months or six months. Understand who your target
market is, what their problems are, and how you can fix them
better than anyone else. And understand your prospect’s
desired end result from your products and services
and portray that in your ads. An example of that would be
let’s say somebody was sending
traffic to a dating website and they wanted to have people get
connected. Well you show an ad of a couple that’s happy
together that is on that banner ad, as an
example, that’s showing on
another website to bring them over because you’re showing
that desired end result of
what happens from using that product or service or website. And that plays into your ad copy,
the headlines you use in your ads, as well as just different things
like that, your keywords that you’re using
and that sort of thing. So create specific landing pages
and sales funnels to send your
clicks to, and track your results and split test
to optimize for conversions. And if I were to add anything to
this, I would also say within AdWords, you want to make sure
that you’re using the type of
keywords… So when you have a keyword, so
let’s say that keyword is commercial cleaning, as an
example. Well within AdWords,
you can target that keyword as either a broad match, a phrase
match, or an exact match. And a broad match,
they can actually show your ad for other even related terms
that are somewhat related to the commercial cleaning. A phrase
match they have to either type commercial or cleaning specifically
in the keyword that they’re typing in the search engine. And exact
match is they have to type that keyword exactly to click on
your website. And a lot of times people can get their spending out
of control and be spending too much money on broad keywords
when they’re just starting out. It’s
best to start with phrase and exact match keywords when
you’re getting going. Alright and I think we’ve got
another pole. We can role through this pretty
quick here. So after seeing what you’ve seen
about PPC and how it can drive target
and traffic to your website and get your phone ringing, do
you feel like you’ve gotten at
least one idea out of today for how you can grow
your business? Alright. Cool. Looks like I helped a few of you
out at least. We can pull that to the side and keep going here. We have a… When we’re doing pay-per-click,
we have a five step online
marketing system, and I’m not going to get into
a lot of details what that all
entails, but we guarantee you’re going to be
thrilled with the results and what we can do to drive your business
and drive leads to your business
through Google AdWords. So we do this, and it can be detailed and it can be
confusing at times, but we help at least get your
campaign structured, manage it, and help you test and tweak
those campaigns to do that. So one of the next steps, free
to check out, is visit us online at nitrousprofits.com or you can
give us a call at 888-816-6410 to schedule a
profit maximizer consulation for how we can make PPC and
other platforms work for you. And we just go through and kind
of learn your business and how things work and help you structure
things to bring that ROI so we can help you structure
a campaign that will work
well for you. And if you have a current AdWords
campaign, we actually have some software that you can go to
nitrousprofits.info to use our free software to… What it will
do is it will diagnose your AdWords account and show
you some areas that you can improve on your AdWords account. And I think that’s pretty much… That’s the end. So does anybody
have any questions or anything that you’d like to ask
me specifically? [Patrick]Thank you, Jesse, for
that presentation. There’s a lot
of good information in there that you can learn to use
in your business. Does anyone have any questions
that he can answer for you today? One thing I was kind of
thinking about… And maybe you can just explain
this a little bit more. What kind of tools or how powerful are these pay-per-click systems
where you can target it to certain
people maybe if it’s not like say in the
Facebook ads rather than like a keyword search? Is there
ways that you can do that as
well? Like based on location or anything like that? [Jesse]Ya. Absolutely. Within
Facebook, the ad targeting is a little different
because you can actually target people based on their interests, for what they’re interested in. So
you come up with an ad, and a lot of times within Facebook you’re
either sending them to your
Facebook fan page to help engage them
that way, or you might be sending them to your own
website. But within the targeting, you can target people based on
their age, their gender, schools they went to, other
pages they’ve liked, other people
they’ve liked within Facebook, and other interests
that they’ve shown using things… And it uses somewhat of
a similar type of keyword thing, but it’s based on interests people have
expressed within Facebook. So the ad targeting there can be very specific or very broad depending
on what you want to do there as
well. So Facebook is another incredible
way to drive traffic quickly to your business and website or
even your fan page to engage with them in social media
as well. [Patrick]Excellent. And I really
enjoyed your presentation
about the pay-per-click, and for some people
who may be new to it, there’s maybe related to it, it’s
called pay-per-impression? Could you kind of highlight the
differences in why you think pay-per-click is better and some
of those things that people might be
wondering if they’re looking at
this pay-per-click versus pay-per-impression sort of system
for advertising on the Internet? [Jesse]Sure. Well the pay-per-click versus
pay-per-impression advertising… With pay-per-click, you’re only
paying for ads that specifically are… You’re only paying for people
that are actually clicking your
ads to actually go to the website that you’re sending
them to. Pay-per-impression, which can be done through
Facebook, all the platforms
do support pay-per-click and pay-per-impression,
but pay-per-impression is you’re saying that you’re
going to say, let’s say it’s
two dollars, for every one thousand times the ad
is shown, for how many impressions that ad has shown. The pay-per-impression is more
similar to TV and radio type advertising to where you’re reaching a broad
market, just a lot of people are
hearing it. You’re paying for those impressions and you’re hoping that
your metrics work out that way. With pay-per-click, it’s a better way to
start because you can see what people are actually going to
click on initially to send them where you want
to send them. And the goal is
actually to scale, eventually, to pay-per-impression.
That’s what Google’s display network, or the one with the banner
ads, relies primarily on is
pay-per-impression. But you want to establish your
metrics with a tightly set up search campaign through pay-per-click, and then
as you scale it, you would go to
pay-per-impression. And that’s where you can get into
the massive traffic. I mean I’ve mentored and been with guys
that have generated billions
of dollars of business online through pay-per-click, and they
usually start with a small
targeted campaign with pay-per-click and then scale
it out to larger websites and platforms with
pay-per-impression. So if you
start with pay-per-impression, you can
spend a lot of money really
quickly and not get the results you’re necessarily looking for. [Patrick]Excellent, ya. I’d always
kind of wondered what that
difference was between the pay-per-click and the
pay-per-impression. But it
sounds like starting with pay-per-click and then working
up towards scaling it into pay-per-impression is kind of
the way to go. Does anyone
else have any other questions for Jesse today
about any of the pay-per-click advertising or
anything he talked about
that you’re just wanting to know or you’re
wondering about? Feel free
to put those down in the questions and comments box.
We’ll probably… Depending on the number of questions, we’ll
hang around for five or ten more
minutes and then we’ll wrap it up for today if we get some questions going. How do ads on LinkedIn kind of
work, Jesse? Can you talk a
little bit about how the LinkedIn ads kind of play into
pay-per-click? [Jesse]Sure. The LinkedIn ads,
you can actually target by people’s professions within LinkedIn. Because it’s
more of a professional network,
you can actually target by company, you
can target by… When somebody
signs up for a LinkedIn account, you can
also target by the things that people say that their interested
in, consulting offers, job offers,
et cetera, those things down there at the bottom when they’re checking that they want people to connect with
them on those things. You
can target people based on that. So let’s say you are
wanting to target people specifically within a very
specific niche or type of business or category of
business. Let’s say for example it’s dentists. You could write ads
specifically for dentists and have it only show
to people that are owners of a dental practice or
in the dental profession. And you can determine how broad or how tight you want to
go with those as well. But it
really gives you a lot of options, and you can
even target people within
their specific job title within companies as well. So
it’s a little bit different. It’s a
little bit more of a professional type network where you’re
targeting people even based
on their job title. [Patrick]Excellent. Well if we don’t have any other
questions out there, be sure to check out nitrousprofits.com.
And again, I’d like to thank Jesse for being with us today
while he’s on the road traveling for business out in Indianapolis.
It was a great presentation, and I really enjoyed being able to
learn some of this stuff about
the pay-per-click advertising. If anyone has any
other questions, you can always give them a call and kind of talk one-on-one
about how it can really work
in your business to advertise those products
and services and they’d be more than willing
to work with you and figure out
how they can help drive people to your website.
So with that, I haven’t seen any other questions
come through, so I think we’re going to close it down for today. But
everyone that attended, thank
you for being with us today and your participation in
making the webinar go. With that, have a great afternoon and we
will see you in two weeks for another MyEntreNet
webinar. Have a great afternoon!
[Jesse]Awesome. Thanks
Patrick! [Patrick]Ya. Thanks, Jesse!

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