All right, welcome back.
This is a two-part series of PPC: this is part two.
Part One, we went over a little bit of that framework,
that 30,000-foot view of what is going on in PPC.
Hopefully we gave it justice in the twenty minutes that we went over,
because there's quite a few things going on.
In this episode, we're going to really go over a couple little best practices,
a couple different considerations you might want to have if you're going to implement
a PPC campaign.
We have our guest, Lillie is here again to kind of walk us through her process on
what she does with her PPC campaigns,
and share some tips and
tricks and a little bit of strategy on what you might want to consider.
I'm Danny Gonzalez.
–– And I'm Judson Voss. –– And this IndustrialSage.
All right, let's jump into more of that tactical approach on PPC.
So big question… –– Uh-oh.
–– …and I know you've got a good answer for it, right?
–– Uh-oh. [LAUGHS] –– [LAUGHS]
–– A company wants to jump into PPC, what should they do?
What are their first steps?
–– It's my answer again, it depends, it really depends.
So depending on what you want to accomplish,
there are a lot of different ways you could go.
I think I mentioned in the last session that we did,
that an approach you would take from a retail perspective is going to be
a lot different than something to just brand aware or
to get people to go to certain pages, or to mirror a traditional campaign.
There are so many different ways you can go.
So what I really start with is identifying what you want.
I've worked with clients, I've worked with my own,
I've worked with people more on the manufacturing side of things;
and so many times I've had meetings with people where they just don't have
realistic expectations.
And it really works best if you segment everything out and
understand what you're going after.
That's why so much of pay-per-click, depending on which medium you're using,
is set up at a campaign level, so you can do different campaigns.
So first of all, figure out what's important to you,
figure out what's important to your brand, what you're trying to accomplish.
Are you trying to get more just clicks to the website?
Are you trying to get more people to sign up for your newsletter or
podcast? (Which you should subscribe to…) –– On iTunes. [LAUGH]
–– I know, I got your plug, there we go. [LAUGH]
Or really what it is you're trying to do.
In a B2B situation, like the industry I'm currently working in,
it's really about nurturing people, and getting them to respond to you, and
engage with you, and understand how your products fit them, right?
So figure out what that is first, and
then there are a lot of different tools that you can use to get to that answer.
So keep that in the back of your mind, but
be open to what the rest of the market has to say.
So, you'd mentioned again earlier that this changes every single day.
This literally changes every single day. EVERY. SINGLE. DAY.
I mean pay-per-click, for the most part,
depending on which platform you're using, is bid-based.
It's an auction, right?
So much like the stock market, much like even something like eBay,
it's subject to what else is going on in the market.
So that also changes. It's human nature.
And there's a lot of different analytics and research and
predictive programs you can use to help you get your hands around that.
So you may see people coming from
an avenue you wouldn't have previously considered.
So keep an open mind and then after that there are a couple different areas you can use,
depending on your needs.
Google is the metric – they are the metric system, really – of digital marketing.
They're a great place to start.
They have so many free predictive tools.
If you're in AdWords, they have Keyword Planner.
They actually… they used to have within YouTube, Keyword Planner, too,
but I think they've moved that more over to display vertical planning.
But there's so much within there that you can start to use.
And then use common sense, too. So Google does have a lot of neural network work,
it is, um… "neural network work?" That was great.…
–– [LAUGH] –– Easy word.
–– Right, yeah, neural network capabilities
that they're using, but it's still a computer.
What it may suggest might not make sense to you necessarily, but
look through what they're suggesting and kinda preen from there.
And make sure you have somebody who knows what they're doing with YouTube.
Because it's really easy to waste a lot of money and time and anger your clients, and
none of those are good things.
–– [LAUGH] –– In general.
–– Yes. –– Do you have URL for that one tool, common sense?
–– For common sense? I wish. I wish… –– That's too bad.
–– Unfortunately, you can't purchase it these days. [LAUGH]
–– But speaking of tools, actually – and we don't want to go into everything;
the beta machine only records for eight hours, and we wouldn't have time, but –
–– Gotcha.
–– You threw out a couple of ideas, you mentioned the free stuff on Google.
–– Yes. –– Maybe another place to start that's sort of that
SEO, keyword type of thing…? –– [WHISPERS] Oh, man.
So Moz is a really great SEO. That's not actually pay-per-click,
that's sort of pay-per-click's more nuanced sister these days.
Since again, Google's trying to force people over to pay-per-click and
Facebook's trying to force people, and
YouTube's trying to force people to pay for it.
Moz I love though, because a lot of that kinda all plays together.
This is a paid subscription, but they're fabulous if you have access to it.
Conductor Searchlight rules.
Again, I don't know if I'm allowed to plug for paid services.
I like them… –– We'll hit them up back up for a little…
–– [WHISPERS] You can just send my check to us later.
–– [LAUGH] –– I love them.
Optmyzr is also a really good platform, too.
They, I find, are little bit more accessible price-wise than Conductor is.
But Conductor, I think, if you're looking for something that really compares
what's going on specifically on other people's websites,
[CLICKS TONGUE] it's money for that, yeah.
–– Gotcha. –– Like competitors?
–– Yes. –– I see where this is going. Okay, great.
–– [LAUGH] –– But you really do have to consider your
competitors in this sphere, because a lot of it's auction-based, and that's…
I mean, it's not just, "Oh, do I Pepsi, do I Coke?
It's, "I need to know what Pepsi's bidding on, so
that I can make sure that I'm in that space, and protecting my backyard and
protecting a marketplace that I want to dominate," right?
–– Right, sure. –– Sorry. We're in Atlanta, so we
[LAUGH] had to go after Pepsi a little bit.
–– Just a little bit, yeah. –– And I think in the B2B space, too, you find
knowing what your competitor is doing is important – or, just as importantly, not doing.
–– Absolutely. –– They may not be there at all.
–– That's a great point. And a lot of times with B2B,
especially in the industrial space, it… what's a good way to put this?
There's a lot of work still to be done.
But if you are cognizant of these things, you still kind of have a first market advantage to it.
So I think you make a great point.
Absolutely know what they're not doing
so you can be there first or leverage perhaps what you are doing instead.
–– Sure. And another thing: you can pigeonhole too, and say,
maybe they're not on AdWords for a reason. That… maybe it doesn't work there;
but other places, more targeted, do, or…
–– Sure. Sure. –– Whatever it is that mixes that up.
–– And again, everyone is sort of their own little chemistry set when it comes to
digital marketing, so what might not be working for them
might work for great you.
It's a matter of being open to that process, so really good digital marketing
is… semi-scientific? It's kind of a mixture of a science and an art.
It's really like hard statistical analysis, if you're doing it right.
And keeping that into consideration and
having strong numbers to back up what you're doing.
So plan well, doing a very good educated sort of hypothesis as to what you
think is happening, but be willing to change your experiment as time goes on.
And the market always does change, so again maybe what works for
Judson Industries, doesn't work for Lillie Industries,
even though we're in the same marketplace. –– Gotcha.
–– Be open to that.
–– Okay. Cool. So we talked a little bit about tools and
how you go about researching things.
Not every marketing department's going to be able to or want to do that…
–– Some of it's quite expensive too, yeah.
–– So now, I guess your next option is agency.
–– Oh, man. –– How do you pick… do it in-house,
take it to an agency?
–– So… my thought on doing it in-house is this:
if you're the kind of person who can read a book
and then properly wire an entire house up to electrical code…
–– [LAUGH] –– …do it in house! And those people do exist.
They do.
In one of my previous tenures, I worked for General Motors and
I went to thousands of dealerships.
I dealt with all over the US and Canada.
And I met one person who I was like, "You know what? You can handle this."
And he had two master's degrees.
And one of them was in statistics.
So… [LAUGH] –– [LAUGH]
–– That's why I was like, "You know what?" I think you've got this.
You probably don't have to hire out."
But it's that level of sophistication. So you can internally hire for that.
There are some really good PPC gurus out there. The nice thing about
it being an Internet-based platform is,
it's easy to keep in contact with people, and keep apprised of new stuff…
However, if you're going the agency route,
which is also a perfectly valid and healthy way to go,
work with somebody who is collaborative; and if they make stuff sound really easy,
I'd be extremely leery.
–– [LAUGH] Okay. –– Because as we mentioned,
the level of granularity and
sophistication you can get into with this is astronomical.
I mean, you could really teach a whole graduate-level course on this.
It's that much detail.
So, I would say work with somebody who doesn't give you the, "Oh, yeah,
we've got this, it's fine," because that's concerning… but instead is very collaborative in their approach,
hears you out, hears what your goals are,
and also calls you on some of your BS, too…
–– [LAUGH] –– You do want someone who does that
because a good pay-per-click manager or someone who's implementing that
is the person who says, "Hey, I know you said this was really important to you.
We've wasted thousands of dollars trying to follow this.
It's not working. It's not converting.
Can we try it maybe on this campaign that is working?"
So you want that level of conversation because they're really the ones
interpreting and changing and molding this data.
–– Okay. –– That's a great point, yeah.
You don't want the 'Yes Man.'
–– NO. No, and– –– [LAUGH]
–– If you badger somebody into being
an order-taker, you're harming yourself because, again,
you are hiring someone to be an expert in an extremely nuanced field.
And again, you're hiring them, theoretically,
because they know more than you. So encourage that, too–
–– [LAUGH] –– But hold people accountable as well.
One of the things I highly advocate: if you do work with an agency that will,
see if they'll give you read access to the platforms that they're
using so you can take a look.
So much of this stuff is, at least from a certification perspective, is free.
So it's free to get AdWords certified,
it's free to get… I think "Facebook Blueprint" is the name of it now.
You can do that, no matter who you are,
and then you can slap it on your LinkedIn and be fancy…
–– [LAUGH] –– But really, you don't necessarily
have to be this script-writing god to do this; but gain some literacy with it,
and make sure that you do get some insight into what's going on, and
into KPIs in case you just want to look, or you retain that level of literacy.
–– Okay, makes sense.
–– I mean, some really great points.
A couple of things, so what I'm hearing is, A: Plan.
Go back to strategy, plan,
you said segmentation in there was a really good, good piece.
Breaking it down to a campaign level,
so it's not like, "We're just going to send everything to everybody," and all that.
But another great area was using some of the tools to be able to research.
But then, really just making sure that you're looking at it. Right?
–– Yes. –– And you're constantly…
–– Yes, yes, yes. –– You may be doing some A/B testing,
looking at what's working and what's not.…
I think was kind of important there.
–– And again, remember, it does change daily. It literally changes daily;
so that's not to say that your campaign's completely crushed within one day
unless you're a very high-volume person like Amazon– er, or a business like that.
"Person?" Wow, that's scary.
–– [LAUGH] –– [LAUGH] That was a bad Freudian slip. Ooh.
But in any case, yeah, you should keep an eye on it and
be cognizant of Internet trends, too.
I mean, again, I come from automotive. Oftentimes holiday weekends were huge.
Huge amounts of traffic!
And you want to make sure you're protected for that and
you want to analyze that because maybe you have not the greatest sale weekend.
You can kind of go through and say, "Okay, well,
what models did I really fall on my face for?
What can I put together to figure out what I can do better next time?" not just on
a digital marketing perspective, but an in-house perspective too;
because data is really a symptom.
It's not a cause of anything, necessarily.
And you need to think about it that way.
So if you see a big drop-off, if you see something weird happening,
it's like a runny nose, essentially.
You've got to figure out what's causing it. So be cognizant of those things.
–– Don't treat the symptom, go for the root.
[LAUGH] All right, excellent.
–– [LAUGH] –– That was good. So… anything else
that you might want to add? I mean, I know there's a million
things we could go over… –– Yes.
–– But, you know, I don't… any other little…?
–– So kind of the double-edged sword of the Internet is that you have SO much information.
And that's great, I mean, I think it's connected us in meaningful and
sometimes creepy ways… but ultimately I think it's a neutral tool, right?
So as I mentioned before, there's just so much misinformation about this.
Remain literate, but be open to listening to experts.
There are so many free webinars you can attend,
and a lot of very big agencies will run webinars too.
One of the best resources I've ever encountered is ThinkWithGoogle.com.
So it's a Google property, and they have SO much information that…
they have these amazing case studies in there.
They're usually broken out by vertical.
They really do apply nicely.
So if you're looking into information, that's a really great place to start.
And just be leery of some of the things you've been told, too, and
investigate them a bit more.
–– Great. –– Wow, this is great.
We'll make sure we have all… you threw out a lot of different resources…
–– Yeah. [LAUGH] –– We'll make sure we put those in the show notes
–– Yes. –– …and have it so our viewers can access that later.
But thanks again so much for coming out on this… –– Thank you for having me, this is fun.
–– …this two-part series. This has been very educational and
hopefully I think our viewers will find it very very valuable.
So thanks again for watching this.
If you have any questions on PPC or if you have any other additional digital
marketing questions, feel free to reach out to us.
We'd love to address them in an episode.
You can reach out to IndustrialSage.com/questions and
we would be happy to look at them and answer them on an episode.
So again, thanks for watching, be sure to subscribe, and
we'll catch you next week. Thanks!
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