6 AdWords & Bing Ads Secrets Every PPC Marketer Should Know by Lisa Raehsler #397

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 turkey hunter. Turkey hunter. I better be careful. If you're watching the video, you can understand why I should be careful. Welcome back to another fun-filled edition of our podcast. This is our pre-Thanksgiving podcast. So in honor of the pre-Thanksgiving podcast, I have a turkey on my head. As always, we have a tip from our previous podcast, and that tip is... Yes, last-minute SEO for the holidays. It's a bad idea. Work on your Google My Business. So if you've postponed until the last minute, which is a bad idea, by the way, you should still do stuff. The first thing you should focus on from an SEO perspective is your Google My Business listing. Make sure it's right, and make sure you got all your images, your videos, you've optimized the content for your keywords, and you'll do better than if you don't do that. Fill it all out. Google counts it all. Like, share, like, follow, boom! All right, let's see. So we are broadcasting live here from Houston, Texas, and we are your turkey experts for today. I got a review. I just wanted to jump into this review real quick. This is from Sean Anderson. It is, of course, five stars. It says, it was actually last week, and it actually says, five star service. Thank you. That's the Aaron five-star review. Five, oh, you're the one who coordinated that? Yes. Boom! 15-minute call, Sean. He got lots of value and decided to give us five stars. All right. If you like the content that we give you, this is all about you, then you'll probably be interested in five online marketing mistakes that can tank your business and how to avoid them. You can get those by going to ewebresults.com slash SEO tip. Or the homepage. Or the... And it's a big button. And you can't miss... There's multiple ways. You can't miss the big button. Yeah.

Actually, could you open that door? I think that we get a lot more echo if that door is closed. More echo. All right. So we have a teaser. We have a really cool article today. This article is six ad words and bing ad secrets every PPC marketer should know. What's really cool about this article, so... One of my mentors. Is in it? Is in it? Yes. You got the book there. Read this book. Very cool. Lisa Ressler, right? And you can find her at LisaRocksSEM. That's her Twitter handler. She actually kind of spearheaded this article and got five other experts to chime in on literally... Good SEO strategy, by the way. Good SEO strategy. Good stuff. In fact, some of it flummoxed some of us that... Flummoxed? Flummoxed, yeah. Google it. That's what we do. We Google it. Not Wikipedia. Just Google it. Hey, if you're in a position to, you have some sort of electronic device, go ahead and tweet now. You want to hashtag SEO podcast. This is podcast summer 397. Tag us in it, at bestseopodcast, at ewebrezults, and then go ahead... At Matt Bertram Live. At Matt Bertram Live. And I'm going to go ahead, as we go through this, and I'm going to give the Twitter handle of the individual who actually provided the tip. So this first tip, when we get into it, is going to be by LisaRocksSEM. So tag her in this article. So, we run a contest each and every week. If we get 10 shikos... Woo, a share, like, and a follow. A share, like, or a follow. By the way, I was on the phone with one of our podcast listeners today, and he goes, yeah, when I first hit it, I was like, come on, that's annoying. And now I love it. That's really what we are. We're annoying until you love us, and that's how we win. Great podcast listeners. So, we got at least 10 shikos. We also got a review. Now, I know Matt and I were talking about earlier,

we've been asking for Yelp reviews. Which is specifically against Yelp guidelines, so Yelp, forgive us. It's better to ask for forgiveness. I'm kind of going with the Facebook Local. Right. Okay. Facebook Local is kind of taking a little stab at Yelp, but we want Yelp. We asked for Yelp, we want Yelp. And the easy way to get to our Yelp page is go to ewebresults.com slash. Yelp. That'll get you to that page, and go ahead and leave us a review, and make that review five stars. All right. So, we appreciate that. And also, in order to make sure that we're keeping our shikos, no, we're going to move that to the end. We're going to, look, look. We're going to save time. We got a review. Yeah. We appreciate it. Right. We got 10 shikos. We're going to move it down. Yep. But please, give us a Yelp. Yep. We want some Yelp reviews, because Yelp likes to hide them on us, so we need some more Yelp reviews. So, if you're active on Yelp, please get on there and give us a review. Thank you. Give us a call. We'll give you some value. We'd love to talk to you. Manny, how's it going? Punch in the face to you. All right. I actually do have a turkey on my head. That is correct. I was like, that is correct. You have a turkey on your head. All right. If you're a PHP genius or a WordPress guru, we're probably looking for you. Oh, we're skipping that? No. Oh. No, we don't. Website analysis? We've hired them. Website analysis? Chris, I know you like to say that. Oh, okay. We're hiring internet marketers. If you're an internet marketer, Oh, that's right. Okay. Give us a call. We've actually had a few call-ins. We're going to be sitting down with you, talking to you. We'll work out something. If you're independent out there, give us a call. If you're here in Houston, we are growing. We are adding people. We are landing national accounts, British

accounts, Australian accounts. Yes. Those are the big ones. Yes. 713-510-7846. Give us a call. Leave us that audio resume. All right. So, I got the review out of the way. I've got, here's a little bit of news. I just thought this was cool. No, this was not cool. So, that's why I covered it. Uber covered up a cyber attack that got like 57 million user credentials sent out there. You know, it was even like driver's licenses of some of the Uber drivers. So, boo, shame on you and shame on you for covering it up. Tether is a company that deals in USDT. So, that's a... Bitcoin stuff, right? It's a Bitcoin stuff, yeah. They got hacked and 31 million of their Bitcoin equivalent, we'll say, right? So, it's a different brand than Bitcoin. 31 million dollars got stolen. That sucks. And then finally, Google blocks Russia Today, I think, and Sputnik for manipulating news. Well, RT, yeah. Well, RT, I like RT stuff. RT, yeah. But, you know what else Google's doing? They're doing Google Shopping ads. They've kind of brought some stuff back and I was playing around with that today. Yeah. And they're doing like reviews and stuff. I mean, it's pretty cool. They're constantly doing stuff. Oh, you know what else? I don't. Sorry. Sorry. So, Mozilla just dropped Yahoo for Google. Oh, wow. Yeah. Mozilla. Mozilla the Firefox, right? Yeah, Mozilla Firefox. So, I think that's kind of a big deal. Yeah. Google is taking over the world. Amazon, Google. Yeah. Facebook. Fighting it out. Facebook. Yeah. All three of them. Bing happens to be there. By the way, one of these was submitted by an employee of Microsoft. You probably noticed that. Your mom used to work at Microsoft. Not Microsoft Bing. She used to work at it. She didn't work at Microsoft Bing. The Microsoft. All right. Yeah. So, that is the potatoes of our podcast. It is time to get into the meat. We are lucky that we have the PPC expert here with us today. Where is

he? That's you. Oh. That's you. All right. All right. All right. The title of the article, Six Ad Words and Bing Ad Secrets Every PPC Marketer Should Know. All right. So, these are great tips. If you're doing PPC, and I know this is you, right? Because you read that book and then that book and then the three other books that are over there. And so, you're always looking for great tips to improve performance, streamline management, right? Yeah. I mean, those are really important things. So, today, we've got for you six PPC tips just for you, our fabulous podcast listeners. Uh-huh. The first one is by Lisa Russler. Again, her Twitter handle is at LisaRocksSEM. And she says, Countdown Timer. Right? That's number one. So, you've all heard of Countdown Timers. If you're in marketing, and if you're watching this, you probably are, you know that you probably should be using a Countdown Timer. Countdown Timers work really well. They create scarcity. Yep. They push people to action. So, here's a question. Let me ask you this. Does Amazon use Countdown Timers? I don't know. Yeah. I would assume that. So, it's interesting because... I would assume they would. So, and when I say this, you're probably going to remember it. When you look on Amazon, it always tells you order within the next X hours in order to receive it by this day. Oh, okay. Yeah. So, interestingly, it's a Countdown Timer. Yeah. Right? That's how the human psychology is so attuned to the limitations that even though you're like, you know what? If I miss that deadline, I just get it a day later. Right? Yeah. But we know Amazon is doing all sorts of testing and measuring. It would not be there if it were wasted space. Well, Amazon's top of their game with everything. Yeah. But I'll just tell you a quick story. Okay. With eBay. Right. Okay? Everybody knows that there's Countdown Timers. Yep. I'm working on this strategy right now that doing some e-commerce where basically everything's going to hit

on Black Friday. You can have 14 different auctions. And so I have them all landing on Black Friday, an hour away from each other. That's great. Are you doing Cyber Monday as well? I'm hoping I can sell out on Black Friday. Black Friday? Okay. And I'll be done. But if not, yeah. Then you'll flip it over. I can just flip it over. Yep. Makes sense. She says, here's some examples. Sales or rebates. Hurry. The sale ends in two days. Application deadline. Deadline apply in three weeks. Register now. Webinar is in four days. I wanted to have some sort of statistic, right? Because what is the value of a Countdown Timer? There was one particular site, actually a jeweler site, that had a Mother's Day Countdown Timer. And when they added it, they got a 28% increase in conversions over their standard abandoned cart emails. So 28%. Is that worth the time invested? And have you messed with the Timers in AdWords? I'm going to be honest. I have not messed with the Countdown Timers in AdWords on landing pages. Yeah. Yet. Yeah. On landing pages, almost every landing page, I like to have some kind of Countdown Timer, especially for anything info product or e-commerce wise. Really works great. Yep. But I have not actually messed with it in AdWords. And I don't feel much like an expert right now based on Countdown Timers in AdWords. Wait, wait. Let me understand this, PPC expert. We're on number one of number six. And you have not tried. All right. It's our job here to give each other a hard time. There's technologies are always changing. So we were actually, we're talking in our meeting today. Like if you're struggling with any issue, you know, technical issue or actually struggling with it, if you struggle for like 15, 20 minutes, walk around and ask somebody because somebody else has probably already spent that struggle time here. So that was number one. Number two, the second AdWords and Bing ad secret that every PPC marketer should know. First,

this one is like, is by, written and contributed by Perna Virji. Hopefully I'm pronouncing that right. And you can find her. Her Twitter handle is at Perna Virji. So that's P-U-R-N-A-V-I-R-J-I. And her tip is in market audiences. Right? I have messed with that. You have? Okay, good, good. I'm feeling good. So when you talk about in market audiences, it's like predefined audiences that you can just take advantage of. Right? And so we highly recommend remarketing. We actually use it in some of our sales processes. Hey, it looks like you're not doing remarketing. Would you like to do remarketing? Hmm, what is remarketing? Let me explain to you what remarketing because we know you've experienced. Actually, I was on the phone today with somebody and I asked her this question. I said, have you ever been like shopping for something online and then that specific something follows you around? And she said, no. Wow. She's like, I don't shop online. I'm like, is there somebody more technical that I can speak with? Anyway, what's the most frustrating, the absolute most frustrating part about remarketing, at least for you, Matt, Well, you've got to get the tag set up and wait 30 days. So 30 days. Yeah. That doesn't... Or a certain amount of audience. When is Black Friday? Yeah. It's not 30 days away. It's Friday. It's Friday. So if you wanted to do some kind of remarketing equivalencies, right, remarketing is not an option if you haven't set it up yet. Is this true? What's cool about it is there's no need for tracking codes and there's no need to wait for the audiences. And so it's just a great way to get in there. Any value you want to add to... What? In-market audiences? In-market audiences? Yeah. Use them. Use them. I mean, like a lot of times with small business owners, they don't have a big enough remarketing list. Yeah. So you have to look at what other things do you want to target and depending on what they're selling, in-market audiences are

great because those are people ready to buy. They got their wallets open or they bought previously. Awesome. So that was number two. Number three is... This one's by Samantha Noble and you can find her. Her Twitter handle is at Sam Jane Noble. S-A-M-J-A-N-E Noble N-O-B-L-E. And she works for Bidable Moments. Actually, the last lady worked for Microsoft Bing. And the tip by Samantha is similar audiences using customer CRM data. All right. So that's CRM is client or customer relationship management, right? Thank you because I was going to say results and it's not. It's relationship. We are all about results here though. Yeah. If I see an R, it must mean results. What does the R stand for? Results. So she says, this feature narrows down the targeting to only show ads that have those similar traits. So demographics and physiographic to actual customers. Now, I'm going to read this. This is directly from Samantha's quote. It says, on average, Google is able to match just over 50% of a database that gets uploaded. So you've done this before, right? So you upload an audience and Google only matches. How does that work? That means basically Google owns 50% of almost any market. Okay? I like it. Because they're matching it to a Gmail address or a work email address that's under Google. Like, for example, like with Facebook, you can actually download all your contacts, upload them to target them if you're doing like MLM or something like that. You can do that on LinkedIn too. Like, so there's ways to pull audiences or from a CRM and upload them and anything like, so if you upload your CRM to Facebook, which I know we're talking about Google, but you upload them to Facebook, they'll match about 50% of them too or more, right? Because if that email address ties. Yeah, more of the, if it's the right email. Yeah. And I mean, the reason Google's dominating is because everybody's logged into Google going all around the web so they got all kinds of great

data. So you could argue that the only reason Google's matching 50% isn't because they don't know that person, it's because they don't know that person by that email. Yes. Right? Because if they're in, like if they're in our CRM or business to business, we've got the business email address of the people that we work with. Yeah, and they might have a free Gmail address somewhere else. Right. And I think that that's somewhat of why Microsoft bought LinkedIn. Right. To put those two together. Yep. Yep. All right. Marcus is in. And Salik? Yes. All right. Punch in the face to you guys. Thanks for tuning in. All right. So that was number three by Samantha Noble. Number four is by... Do you think the future of SEO is going to be dead or not? Oh, I say no. And by the way, we just brought on the top... Preeminent. Top SEO guy. Most talented. Yes. And we will do a press release next week so look for it to find out who it is. It might be week after next but soon we will do a press release. We have inked the deal and we are combining agencies. Signatures on our paper. SEO is not dead. Yeah. It is not dead. It's just gotten harder. Yeah. All right. Black Hat. There's some Black Hat stuff that doesn't work as well anymore but SEO absolutely does. It absolutely works. You should absolutely be doing it. Yep. So... Yep. And the fundamentals. Now, what we can say is that SEO has a lot more focus on delivering value to the customers and speaking to Google. A great user experience. Like you can't game it. And that's one thing I'm incredibly proud of. From day one on this podcast, we have said this statement or actually I have because I don't think any co-host has ever said it is as long as you're providing a good experience to the Google user, Google will look favorably upon you. Yes. And that's from day one. Yeah. I'll agree with you. That

should be the driving intent. Yep. But also you got to help Google understand that you're trying to be favorable to... It's kind of like I want to have a very happy expression on my face and speak their language. Right? Yeah. You got to speak to Google so they understand you. Absolutely. All right. So number four, this one is by Brad... And how'd you call it? Brad Geddes? Geddes? Well, it's Gibbles because... It's Thanksgiving. Yeah, Brad Geddes. No, no, Geddes. It's Geddes. Yeah. And you can reach Brad and that's the book you're reading? Is that right? Well, read a few times. Yeah. It does look well used and well marked up. You can reach Brad at... Literally at... BG Theory and that's his Twitter handle and his tip is manage your keyword conflicts properly. Right? Yeah. Negatives. So if you've been in PPC and you've done fairly complex campaigns that I don't know you might have read in one of Brad's books or put together from some other literature you've been reading. Keyword conflicts occur when negative keywords stop your carefully chosen keywords from displaying ads. This has happened to me. Like make sure your negatives don't conflict like what you're trying to go after but also you do want to be negative about if you're targeting like different cities that overlap. Right? So you're not paying double and bidding yourself up. And bidding against yourself. So he just... And I'm going to read this because this is pretty technical. It says first and here's a situation where you might get a keyword conflict and he says this is the beginning of the problem that he's trying to address. So first if you have one ad group with exact match and another with phrase modified and we're going to get pretty technical here in your phrase modified ad group you have the exact match negative in that ad group to manage which ad group shows an ad. Right? So you've got two ad groups. Right? In this case you often see a conflict as you are

stopping the phrase modified from being displayed. Right? So this is a complex fairly common and reasonably complex tactic and what it does is it ends up throwing this keyword conflict error. Right? So when that keyword conflict error comes up now you know you did it on purpose so from here in perpetuity you're like oh that's an error I'm going to ignore it and his point is don't ignore them. Right? And his company I want to just put this out there is Adalys A-D-A-L-Y-S-I-S So you've bumped into this before right? Like this particular issue. It's an issue. Yes. I mean when you have like massive campaigns like there's a lot of times that you you've negative out stuff or you've duplicated like words you're bidding on and you can bid yourself up so you got to watch all this stuff there's automation for a lot of this but it's So it's just a great point that you may actually get this error intentionally don't ignore it forever make sure that you're kind of keep checking it so it says he says you should use software scripts to examine your keyword conflicts as almost every large account has them but they are easy to miss and then the ads are not showing for your carefully chosen keywords causing you to miss valuable traffic you do not want to miss valuable traffic so all right so that was number four number five this one is by Frederick Valleys okay you can reach him at Silicon Valleys now this is his last name so it's spelled a little unique so that's at S-I-L-I-C-O-N V-A-L-L A-E-Y-S I'm wondering if he ranks for Silicon Valleys like spelled the right way that would be interesting to see I'm doing some SEO and his company is called Optimizer O-P-T-M-Y-Z-R his tip AdWords script for repetitive tasks so Google and almost every product they've ever launched has some sort of script available so you can tweak it and you can you know get all code geeky on it Google Labs is awesome yeah right

so he says you should check out AdWords scripts he says somebody mentioned it to him he figured it out in an afternoon and then all of a sudden he could automate half of his work without buying a server or installing new software on his computer so he was actually able to do that directly from the AdWords scripts he says seeing the power of automation in PPC actually led him to create his company right so really really powerful now he talks about here's some of the scripts that he's written by the way have you written any scripts we should write some scripts and we should sell a SaaS product that has and if you all want a SaaS product we could write one and we could sell it for a lot less than $250 a month yep he says I've also built here's some of the stuff scripts he's built budget pacing scripts right URL checkers campaign builders reporting tools the sky's the limit so this is good though yeah okay okay so this is good there's a lot of stuff out there for AdWords WordStream there's a lot of stuff but it's expensive yeah right and so for a DIYer yep or an E-Weber right resultor yep it's tough yep yeah absolutely yeah all right so that was number five finally number six and this is from hopefully I get this last name correct it's David Settela it's S-Z-Z-Z-Z-Z-Z-Z-Z-Z all right I don't know you can reach him at S-Z-E-T-E-L-A and the company he's with is an owner and CEO F-M-B media his tip it's solid negative keywords in Google Display Network yeah right don't do it yeah so so interesting his tip he says what it says to Google is don't show my ad on any pages that contain any of these words and you said don't do it I want to get to that I find that very interesting it says in fact negative keywords and negative placements should almost never be used in audience targeting Google Display Network campaigns the audience targeting

methods include remarketing similar audience customer match in market affinity audiences and then custom affinity audiences remember when using audience targeting you're showing ads to a group of people regardless of the network that they're visiting so you say you should never or almost never use a negative keyword talk to me about that well you never know in a page or a website if they're going to use that word now I mean you've got to really think it through to make sure and there are some lists out there if it like jobs or you know like apprentice if you're a plumber or whatever yeah they can be close but you've got to be careful because he does a great job yeah so the word can't be job maybe it needs to be jobs but what if you know what if he references Steve Jobs is amazing you just you just got to think it through I think it's better to focus on the front end to really target what you want I can also tell you if you go after placements and you go after keywords and then you go after different types of audiences right if you look at them I'm running a couple different campaigns and I'm targeting the same type of people three different ways and the audience breakdown is different on each one but the conversions are very similar so you just got to be careful with that stuff and really think it through because you might be blocking your ad on something where you do want to show yep that makes sense that was number six and I don't even think there's a summary so punch in the face to you Lisa Reisler for putting this together and contributing to Countdown Timers and maybe you know if our newest member could have stuck around a little bit longer today and we know it is Thanksgiving yep he could have done a summary on SEO for us yeah he is he is an SEO guru yeah well this was AdWords so I guess

yeah it would have been a little off topic we'll focus on that we'll have him on the podcast he can do a wrap he said he can do a wrap I heard him do a wrap so so we might be bringing it back bringing it back bring back the hey let's start a campaign bring it somebody chat in the message bring back wrap yes we don't have any battles or we do it was fun last time alright so that kind of wraps up our podcast so if you like this podcast we're going to ask you to do a couple of things first in order remember our contest works this way we're asking you we move this to the end so now we can jump into it we're asking you to leave a review on Yelp for us we're hoping that you make that review five stars and you can get to Yelp by going to our Yelp account by going to ewebresults.com slash Yelp Matt's writing that on the screen behind us hopefully that erases off of the TV we'll know shortly yes we're good it's a dry erase it does erase so that's one piece we want to review on Yelp next in order to kind of keep this piece at the end we need to get 10 shikos shikos what's a shiko? a share a like and a follow a share like and a follow alright so here's our profiles on these platforms you can go to facebook.com slash ewebrezults twitter.com slash ewebrezults instagram.com slash ewebrezults and oh the twitter drive the twitter drive oh yeah we're doing a twitter drive we're doing it we're raising we're actually giving gifts to little kids bring gifts and we'll get more details so stay tuned if you're in the Houston area if you want to participate it's December 5th right? yes December 5th yep so we'll get more details out to you thank you for reminding me of that let's see if you want to get to our YouTube channel we're working on it but

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internet marketing podcast on iTunes it's all but that's you like you guys have done that we can't do that we can't do this without you so we really appreciate you you all over the place downloaded in more than a hundred different countries more than a million downloads of the podcast thank you so much and I want to say that because we're going into Thanksgiving we're thankful we are thankful of you thankful of you and appreciate you so go ahead and connect with us and ask us questions look we got bring back rap always can count on Manny punch in the face all right thank you guys until the next podcast my name is Chris Burris my name is Matt Burcham bye bye for now hello hello hello