5 ways to rethink your paid strategy by Todd Saunders #384

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. My name is Matt Bertram, your PPC specialist. PPC specialist right next to me. Welcome back to another fun-filled edition of the podcast. This is podcast number 384. And as always, we have a tip from the previous podcast. Tip from previous podcast. Focus on mobile design. It's Google's first priority when indexing. So, Google used to index Workstation or whatever, your desktop version first. It's now indexing mobile first. Make sure your mobile has the same content as much as possible as your Workstation so that you maintain your ranking or improve your ranking. And that's our tip. I would also add a few little video tips. What I would add is that when you're indexing it, you need to work about mobile responsiveness. Right. Okay, load time. Right. And then videos and images are also very important as well. On all three. Not all three, all two. Subscribe, follow, boom! All right. So, we are back. Remember, we are filmed live here in Houston, Texas. And Matt and I, we are your friendly neighborhood top position snatchers. And our mantra is, what do you know what our mantra is? Don't be a douche. Don't be a douche. It is not a good look. Before we get into kind of talking about what our article, I had a quick review I wanted to share with you. This is from Jim McDermott. And it is, of course, five stars. Boom. It says, five stars and patiff to the guys who teach us in the trenches how to get it done. The small shops like mine, digital redefined, get a leg up on helping our clients by listening to the five star information these guys provide. It helped me niche down on my market and it's helped a client of mine who was going too broad with his marketing effort. Many thanks to you guys and the five stars. I was like, I'm getting tired. Service you guys provide. Five stars.

That was awesome. Punch in the face to you, Jim. Thank you so much for being a subscriber. We appreciate you. All right. So we've got a good article that we are discussing today. And that article is, got amazing content but no leads? Five ways to rethink your paid strategy. So yeah, that's going to be good. That actually is by Todd Saunders. So if you guys are listening and by the way, if you're listening and you have some access to an electronic device, what you should tweet right now is hashtag SEO podcast. Make sure you tag us in it. Best SEO podcast, e-web results, and also include at Todd Saunders, T-O-D-D-S-A-U-N-D-E-R-S. We are covering his article today. Got amazing content but no leads. Five ways to rethink your paid strategy. All right. So if this is the first time you've listened to the podcast, howdy and welcome to the podcast. If you've listened to this podcast before, this is Potatoes. We're about to get into the meat. And you, because you've listened before, know that we're about to skip this section. What we do is we run a contest each and every week. And the contest works this way. If we get a review and we get 10 shikos, you know what a shiko is, right? What is a shiko? It's a, here's the quiz. You graded me last time. Bob, stop. It is a share, like, or a follow. So all combined, it's an eWeb brand, eWeb results branded term, shiko, share, like, or follow. So if we get 10 shikos and a review, then we don't tell you how to leave us a review. We got those. So what we will do is tell you how you can connect with us on our profiles, on the platforms we're about to list. And those are things like facebook.com slash eWebResults. YouTube.com slash eWebResults. Twitter.com slash eWebResults. Instagram.com slash eWebResults. And finally, LinkedIn.com slash eWebResults. LinkedIn.com slash eWebResults. Media.com slash eWebResults. This is a hard one. I think you'll get it. eWebResults. Yes, exactly. Ding, ding,

ding. You win. All of those will take you to our profiles on those platforms and go ahead and do the needful. If you're a PHP genius or a WordPress guru, we're probably looking for you. Go ahead and call and leave an audio resume. 713-510-7846 If you're wondering what an audio resume is Just call the number and you'll find out And if you're interested in a free Website profit analysis You can get one All you need to do is go to eweb Results.com And click the green button I've got a little bit of news So the news that I thought was interesting So Jeff Bezos Of Amazon fame He's down to number two Wealthiest man on the planet Gates bumped over him Parents worked for Microsoft 25 years Just saying Team Microsoft And then this other one was The Essential Phone So that's a phone that's created by one of the originators Of the Android operating system It's got two cameras And so when it takes pictures It actually takes one black and white and one color And then merges those two pictures For really intense clarity And it actually works really good at low light So I think that's kind of cool You know That's like most of the features At least We should try it Like once you get What we're going to do We'll turn the lights off There's your black and white It's not working good All right So that is really all I've got We don't have any patiffs today Mostly because I didn't do the research I also just lost my article So the podcast is now over No Just kidding Just have to pick up my piece of paper Boom Again This is the meat of the podcast This is Got amazing content But no leads Five ways to rethink your paid strategy Hey Nicholas He's actually tuned in Thanks for punching the face to you Nick For joining us on Facebook Live All right Again This is by Todd Saunders And really This is a really good article

The first thing that he talks about is Content's not easy Right There is so much content Generated all the time Do you know how many hours of content Are published on YouTube Every minute I see you're cheating I knew it was a lot Right But 400 hours of content Every minute That's crazy There are 400 hours of content Uploaded onto YouTube You I cannot tell you how exhausting It is to watch it all It really To be a consumer of information Yeah It's exhausting There's so many different experts There's so much different things going on There's so many things to follow You would think technology would help Kind of Us optimize what we're doing But it It kind of bogs us down Because there's too many choices Yep Too much information Too much information Information overload And then they also asked Do you have any idea How many WordPress posts are made in a day Do you have to read it There It's right there Well Yeah Punch in the face to Matt Okay 2.7 million posts WordPress posts are added to the internet every day It's impossible to get content to consumers Right That's the point Well What I was thinking is WordPress makes about 20% of all websites on the internet So imagine the other 80% that's out there Yeah That's a great point Yeah It makes a whole lot of sense So this is again five ways to rethink your page strategy And his first way is really kind of to pull back and say Hey is your content great Because you know the title of the article Amazing content but no leads You got to kind of pull back and say Hey is your content great So what makes great content Right Great content Go ahead Yeah No no no Yeah Keep going So great content is Have you documented And really it's kind of even fundamental about how you're going to create that content Have you documented the content strategy and performed adequate keyword research Well you know kind of

taking a step back Going back to what is your content Right So it's like ebooks Downloadable templates Case studies Demos Guides White papers Podcasts I mean you know back here at the beginning of the article it talks about a ceremonial ribbon Cutting Right Like that's what a lot of people do is They've worked really hard on the content Right And then they're like hey everybody I'm launching my new content And then it goes nowhere And they're like why doesn't this work Right Right I think that that's pretty The point of the whole article Yeah And I think a lot of people deal with that And so we're kind of addressing that today So I know I No that's true A little bit but I think it was No it's a good point because the analogy he had is let's say you're at a ribbon cutting For your business And you do your ribbon cutting right You've launched your content And the only people who showed up are your friends Your family And a couple of random people who struggle by Straggle by And this is like okay so what do you do about that How do you get people to that content ribbon Ribbon cutting So yeah all sorts of kinds of content It's not just blog posts right It's the e-books It's the case studies Demos Guides White papers Anything A podcast Hey you mentioned podcast Actual content Yeah So have you documented the content strategy Perform adequate keyword research What you're looking at there Is We just had a flash on the screen What you're looking at there is Do you have the right strategy Right Because if you're writing content That nobody's interested in Then it can't be great content And that's a lot of what we talk about here internally Right Right We're creating content But how do we deliver it What's the right platform Right Media I mean so I think that That's really something that people overlook They just think Let me push it out there And it's going

to catch on Google And right now you see With all that content being created How difficult that is And how the right content strategy Is super important Yep Absolutely So next Have you created highly visual And engaging content And so that's really important Engaging And we have a screen That's going crazy right now Yeah So you want it to be visual Like so many people Like there are different types of people Some people like to read Some people like to look at pictures Some people like to watch videos It turns out That there's actually more people Who are interested in looking at pictures And watching videos Than reading So just make sure your content You know has good spacing That it's got good unnumbered lists That it's easy to consume Yes So that you can So that people will actually consume it Next Do you have a catalog of video content Right So video content is Is a great way to have great content Right That's some good content And are you providing enough value In your downloadable content So this is kind of pulling back And saying Is your content actually great So So that's one of the ways That you can Rethink your paid strategy The next is To actually use paid media To enhance Your organic performance Right Marcus Thanks for tuning in So What it's saying is Your strategy shouldn't be Zoom by the screen Your strategy shouldn't be 100% paid It shouldn't be Zero And zero organic It also shouldn't be 100% organic And zero paid It should be Some combination of both Right So let's get into the value Of doing pay-per-click When maybe you're even Doing well on organic And the first one So really this is kind of The Rethink it Third strategy Is You get double listings When you do pay-per-click And you've got good Organic placement Right Well Google also You know One of the discussions We've had here a number of times Is when you run Paid advertising You've got that Click-through rate That

goes up Right Google looks at that And goes Man this site's Getting a lot of hits Also if you do have Good content And they're on the Website longer Google Appreciates that Appreciates that And probably factors that in And then your organic Listing goes up We've seen that Over and over again Even though we don't have Facts to support that But that's what we're seeing In real time Yep Yep Absolutely So the next one is Build an audience With Gmail ads So this is again A way to rethink Your paid strategy When you're trying To get leads From your amazing content Right So this talks like There's one billion Active monthly users On Gmail You could probably Speak a little bit more About Gmail And running Gmail ads Than I can The two points That we have here Are go broad And target keywords That are associated With your competitor Yeah That works It's a good strategy And get granular By simply adding The URL domains Of your competitors Right So I don't know If you've got anything To add on that I do it No I think that A lot of people In PPC Use search And that's their main tool Right And you've got to think Of PPC Like there's multiple Tools in the tool belt Right You know PPC is like A toolbox In itself It's a toolbox In itself And when you move Into the display You move into emails You move into Gmail ads Right There's a lot of Different things That are a little bit Harder to do That people don't focus on Right And that's where You're going to find Those little honey holes To help your clients Or yourself Get those leads So we can definitely Talk more about that We do do that here Internally It is a good strategy Yeah absolutely And then one thing To keep in mind Remember the number one Visited spot on the internet Is still the inbox Woo Right The inbox So when we're talking About you know Strategies to

build With Gmail ads Well you don't just Have to do Gmail ads How about send an email About the content That you just launched Right So that people can come To that ribbon coding Well so to speak on emails Just for a minute Which I think email marketing Is super important Really powerful Yeah There's definitely Some infographics out there You just search on Google You can find it But I believe email marketing Is ten times more effective Right Than any other platform Or strategy Right Still Yeah Even with all the spam Even with everything It's still the most effective platform People typically keep their email Their email addresses For eight years I've seen different Kind of variations there Stats on that But it's like someone's address Right It's like someone's mailing address You can keep sending them stuff And if they're looking out For your information Right They're going to open That letter from you Right And so using email marketing In a variety of different ways Helps broadcast What you're trying to achieve Right And email should be part Of every online marketing strategy And if you're not doing it Whether it's drip campaigns Whether it's email marketing Whether it's PPC Whatever it is You should be And you should call us And talk to us about it If you're not Yeah Yeah Because we can certainly Help you with that And then finally This is the fifth way To rethink your page strategy When you're trying to get leads From amazing content And it says Remarket And gets a little more Specific Right So remarketing Is when Somebody lands on your website You drop a cookie Or in terms of Facebook You drop a pixel On their browser And so now When they're going Throughout their day On the internet Or on Facebook Which is the internet But Facebook specifically They're seeing those ads It gets more specific And says Through custom messaging Right So Larry King Is a page search expert And he says You're about 15% More likely To engage With

a remarketing ad Than kind of a blind Display ad I think it might even Be higher than that I think it might be Significantly higher than that But yeah It's at least You know 15% more likely Right So what I do With remarketing Right Is I typically have A seven day strategy Right And I typically have A 30 day strategy Right Yeah Hey Seven and thirty A seven day strategy And a 30 day strategy Right And if it's a more Complex campaign Targeted for a specific product If you think about Amazon Right It follows you all around Yeah One of the best practices That I would really Consider doing Is go ahead On any website You're working on Or any website That you have Right I would throw A LinkedIn pixel And a Facebook pixel On the website Right In case you want to do Remarketing later Yeah Yeah So that's what I recommend Yeah It's kind of our policy You launch a website Even if they're not going Into internet marketing With us We want to get That pixel And the Google Remarketing Code On the page And then it gives Some examples Of like how you can Get more specific With your remarketing So let's say I don't know Somebody lands On a landing page You can just go back And send them A different message So that landing page Maybe had been Very targeted Maybe had been About repairing an AC And then your Remarketing ad Is about replacing an AC So like maybe You convinced them That they couldn't Repair it So now your next Stage of remarketing Might be to replace That AC And then the next Is They give a good Example Hey they got to a page With a form on it And they didn't Fill out the form You just send them A note Reminding them Hey come back And fill out the form You forgot That works good Yeah That works really good It's really That's the thing That's kind of A little creepy But you're

like Oh that's right I did forget So And you can get Very specific Where you're actually If they Especially if they Partially fill out The form Right You can go back With that So the last thing I'll contribute here And something that I think is really Important to look at Is where is somebody At in the buying phase Or in the sales funnel Right And also what Remarketing is doing Is like call Leaky funnel Putting them back In that funnel Right Trying to get them Back engaged Right And even though That they're a lead Doesn't mean that They're not interested If you followed up With them one or two Or three times Right Average time right now Was seven Now it's eleven times Right With all this content We're talking about Right You want to constantly Be in contact Follow up with them Be top of mind And when they're ready To get back into That buying phase Boom you're right there Yep Top of mind Yep Absolutely And then finally Let's say somebody Got What is this So they They got final Confirmation from the form But they actually Didn't convert So go ahead And send them A message Maybe with a discount So those are kind of Specific custom messaging That you can get out there He did kind of answer His best strategy These are kind of Paid strategies Review your copy Rewrite your call outs Right Improve your extensions So that's directly In the AdWords campaign And experiment with Expanded text ads Those are the Kind of best strategies That Mr. Todd Saunders Is using right now Last time I was Talking to Google Those were Some recommendations They had Those are pretty Standard practices For all PPC campaigns So I would agree with that Absolutely So the five ways To rethink your Paid strategy First Make sure your content Is amazing Again five ways To rethink your Paid strategy Assuming you've got Great content Use paid media To enhance your Organic performance Do double What that does Is double listings

So you get PPC And organic listing On the same page Awesome Build an audience With Gmail ads And also Just do email marketing To get that New content out there Remarket through Custom messaging Kind of the summary Is just Just remarketing Like just do remarketing Alright So That is Is our Content for today That is the meat For the podcast We've got a couple Wrap up things Before we get Out of here Let's see So First off If you've listened To this podcast Before Then you like The podcast Hopefully You can do us A small favor You can share This podcast With three of your Friends And you can do That now Or the other Option would be To do it now We'll remarket you That would be Good So If you're looking To grow your business With the largest Simplest marketing tool On the planet The internet The internet I like the UI results And the internet We are the largest Simplest marketing tool On the planet Yes we are You just call us And we do it We do it It's done Call your episodes For increased revenue In your business Our phone number is 713-592-6724 We do have a program Called Instant Leads It is focused Guaranteed Teed Teed The way it works Is we build A highly optimized PPC campaign And when I say We really Kind of Matt is building it And managing it And controlling it And doing an amazing Job For our cousins So we build An amazing Highly optimized PPC campaign We also build A highly optimized For conversion Landing page People look For what you offer Or what you sell They see an ad That references What they offer Or what you offer And what you sell And some sort of offer Like what kind of discount Maybe they could get So an offer They land on the page That talks about What you offer Or what you sell And then They convert Right So that's Instant leads Guaranteed If you have a referral That's anybody

Who's interested In any part Of internet marketing That's website design That's PPC We talked about Email marketing Maybe building Some sort of funnel For your website To make sure That you're capturing People before They're interested In the buying cycle So they're way up In that funnel We can help you You send that referral To us They pay us We pay you It's a nice referral Program in place So Chris I got a question Yes What do you think If anybody Watches this podcast Right And references this podcast We give them A 3% discount On an instant leads Program Instant leads Okay You want to do that You want to do that You want to make that Over So yeah Let's make it 5 Okay Let's make it 5 Make it even 5% If so If you reference This particular podcast 384 You got to know the number We'll give you a 5% discount On our instant leads Guaranteed program And I'm going to have to Take care of him A little bit later He was putting me On the spot there I'm getting all flushed Alright so If you're in Houston And you're doing networking You need to go to UpSocialNetwork.com And join us at the next event Absolutely I'm not going to say Any more about that today You just need to do that We're recommending All of our customers Join that organization Because it generates Content for you Pretty awesome Please remember We were filmed live Here at 5999 West 34th Street Suite 106 Houston, Texas 77092 If you would like Transcript Audio or video Of this podcast You can get that At eWebResults.com I can tell you that Given our recent change Watching the video Of the podcast Is going to be Significantly more interesting So go ahead And check that out You can find that At our YouTube.com Slash EWebResults Yes All right So until the next podcast By the way You guys have made us The most popular Internet marketing podcast On iTunes We really appreciate you We got Let's

see Providing value Is especially important If you're asking For something in return Like lead info Lauren You are exactly right And punch in the face For you tuning in On Facebook Awesome It's you People like you Nick Marcus And Lauren Who have made us The most popular Internet marketing podcast On iTunes And then all of you Who are listening You know Just to the podcast Thank you We really appreciate you We do this for you If you've got any questions That you'd like answered Go ahead and send Those questions to us You can just send it to Podcast at EWebResults Dot com Woo All right Until the next podcast My name is Chris Burris Matt Bertram Bye bye for now Matt I see that you're Wearing a construction Helmet For the podcast Is there Is there any logic To that? We're about to take off We are about to take off And is there Now I'm concerned That you haven't Provided me With a hard hat You have safety glasses I thought you were good I do have the safety glasses Those Okay Well all right Let's get this podcast started