Advertising Formulas

A couple days ago I had a phone call with one of the people I most admire and look up to in this industry.  I asked him, “What do I need to know to be excellent?” His response… “Algebra”.

I definitely wasn’t expecting that answer.  But it does make sense.  A successful adwords campaign is all about financially profiting and with that comes advertising formulas.  How much money must I spend to make a profit on that particular product or service.

Problem is I completely failed at math in high school and took jocks math in college.  I shared with him that I was horrible at the subject and how could I possibly learn. He reminded me about the Khan Academy. I was just watching the founder give a TED talk a few weeks ago which I’ll include below.  The Academy teaches math via fun interactive videos.  I’m actually looking forward it giving it a try.

I am 1000% committed to be the best in the world at this skill set so there is no going back now.

Mobile Search

mobile-searchOn adwords it’s easy to set up ads to go everywhere all at once. This includes mobile ads, but this is a mistake.  Some sites don’t display well on a mobile phone and/or tablet. What’s crucial is to look at the conversion numbers to see where people are clicking in order to know if advertising on mobile vs computer desktop search is worth it.

How to Advertise your Business

how to advertise your businessTargeting specific locations is a great way how to advertise your business. In adwords you can choose these locations which allows you to connect with your audience that much deeper. When getting hyper local there is slang tat relates to specific areas. So for example here in LA I live by a place called 3rd street. If I was getting really specific I could target the area by 3rd street for only viewers in the location to be able to view my ads  as well as use the term “3rd Street” to become more relatable to the person viewing.

This week I set up campaigns targeting San Francisco, CA, Los Angeles, CA, and Austin, TX.  I’m curious to see how the conversions will be compared to my other ads.

Google ads

During a new Google ads test I set up …

12 campaigns

24 ad groups

47 ads

745 keywords

and got a .13%! overall conversion :-(    S-U-C-K-S

Nothing close to the 3.55% I was getting for my last case study.

I didn’t want to waste a penny of my client’s money so I did what I know best. Sought out the best.  I reached out to Brad Geddes to review the account and ask me how I can improve performance. Was I failing or was the subject matter a lost cause to perform well on adwords.

The feedback I got was AWESOME. Keywords were great, ads just needed a bit of further tweaking and testing.  Woo hoo! Great news. So I am off to the races again and look forward to improved click through rates.

The red alert was that the site that is being promoted doesn’t function well and it’s company offering wasn’t clear.

I’ve spoken to many general “adwords professionals” at this point and they all say they are only responsible for the clicks to the site and can’t take responsibility for the landing pages.  I understand that a clients site design for the most part can be out of a 3rd parties control. All I can do is offer suggestions. But that being said, what’s it worth having someone do adwords for your company if you don’t make a profit right? Luckily the people I am working with are very cool and eager to change their site pages up.  I told them I reached out to the best of the best and they were really pleased with my discoveries.

With every person I work with I want to make sure they are ready to play their a game like I am. It’d not worth it to me to work with someone who doesn’t want to do adwords the right way.

All in all my biggest takeaway it is okay not to be perfect, no one has all the answers and it is respectable to ask for help.

Sell Products Online

sell products onlineI was on a webinar with Market Motive about PPC. I was completely lost because the whole call was about how to advertise individual products if I am an online retailer.  I realized I rather be best at a very specific strategy in adwords than know a little bit about all of them. Honestly, it can be overwhelming from display network to buying ads on sites to advertising on mobile phone to tablets to geographic regions and on and on. There is so much to learn just about text based ads I rather master that first before trying out anything else.

“The Ultimate Guide to Google Adwords”

Ultimate Guide to Google AdwordsCame across Perry Marshall’s book ”The Ultimate Guide to Google Adwords” in a comment on the Four Hour Work Week blog.  Looks like it’s old school, but I wanted to see how it would compare to the rest of the education I have been getting.  The most killer tactic I learned was to create a keyword tree in excel.  Essentially break down all my topics within the subject I want to advertise for.  Then write the subtopics under those topics.  Make it a lot more fluid to do keyword research that way. I can just research the phrases that relate to the sub topic and then select a main phrase to create an ad group. The book tells you to have the main keyword in the headline, make the second line a benefit and the third line an offer.  Very systematic.

 

Adwords Training

adwords trainingSigned up for Adwords training from Google’s Adwords official advanced workshops and it was INCREDIBLE. Brad Geddes led the 2 day seminar.  There is no way I would have been able to keep up if I hadn’t watched the Speed PPC boot camp videos and the Mixergy courses.

There were so many take aways from making sure to utilize ad extensions, having photos in ads that stare at the content will increase click through, metrics on how to determine if a campaign is going to be successful. So much information. He was so honest and unbiased about what works and what doesn’t. It was great to meet someone I could trust in the industry.

What I loved about it was that the 2 day workshop was 100% actionable. Only story telling was to share case studies. You could tell he had hands on experience and wasn’t biased toward Google.  He’d answer questions openly and honestly regardless how it may look on Google.  The information he gave was intense and high level so you HAD to be experienced to understand it. Thank g-d I am.  I spent the last few years studying and implementing keyword research, seo, copywriting and analytics. You needed to understand those components before coming into his course because his was the top of the top.  He said if I only retained 25% of the 1st day I’d be really good at adwords, but if I retained 50% overall I’d be great. I discovered from the other attendees tons of official google adwords reps aren’t even “good”. It’s crazy. He delivered this overflow of insights and tactics in a very digestible way. I couldn’t take a break though or to send a text because it was jam packed and if I did I’d be lost.  Essentially I left there knowing I was now one of the best of the best and all I have to do is practice it and develop case studies of my own.

Before the seminar I had questions… here are the answers.

1 – When I do keyword research it estimates how much Ill pay per click but when I bid on that amount it doesn’t seem to trigger anything.

ANSWER: Google adwords keyword tool isn’t always accurate and I need to test on my own campaign to see how much I’ll be spending.  Quality Score and Click Conversion and Account History have a lot to do with the cost of my keyword I’m bidding on

2 – Does default mean how high I am willing to go, but it doesn’t charge me that high amount, kinda like an ebay auction where it depends on the other bidders, or does it mean how much I will actually spend per click.

ANSWER:  Yes it is like eBay.  It’s the amount I am willing to go and I can set it by campaign, ad group or by individual keyword

3 – To have an immediate return on investment how much does a start up need to plan on spending per month assuming they have a landing page with a product to sell.

ANSWER: A solid general starting point to do market testing and see increase in revenue is $1000/mo to spend on adwords.  Plan on the first 30 days being market testing.  That being said a lot can be done under $100/mo it just progresses at a slower rate than someone who can afford $1000/mo.  It all depends on the profit margin of the product/service you are selling and how much you are spending on adwords to get people to come to your site. 

Minimum musts for the initial testing phase

  • run the campaign at least a week
  • get 300 clicks PER ad
  • receive at least 7 conversions [purchases, email sign ups, etc] PER ad
*Start ups with limited budget can do a testing phase every quarter rather than monthly.
4- And what should the minimum profit margin be on that product for it to make sense. Is there a bare minimum guideline. Or is adwords truely just for larger ad budgets.

ANSWER:  If a conversion [ie product sale] equals $500 and you spent $100 to get those leads and one person converted then it’s worth it.

YouTube Advertising

In my hunting I am discovering that YouTube advertising may be the secret to advertising on Google.  Seems not many people are taking the steps to learn the tactics behind using YouTube promoted videos. I’ve been paying attention to an oral hygiene company called Orabursh who went from no sales to over a million dollars in sale strictly using YouTube marketing.  It’s fascinating.  Luckily the CMO of the company did a course on Mixergy. I was enthralled with all the lessons and took vigorous notes how to replicate their success.

First, Create optimized youtube channel for search
Second, Ongoing keyword research
Third, Organize content structure
Fourth, Optimize each individual video details (headline, description, tagging, file name)
Fifth, Creating custom keyword based blog post with video
Sixth, Link videos to blog
Seventh, buy keywords in promoted videos to display at the top of sidebars.

But in end it all come back to the landing page. No money is worth spending until the website page people land on works to sale products or capture that email.  So everything is a test and considered marketing dollars until that landing page is proven to work.  This is where most lose their shirts because they waste too much money without testing what works.

How to Advertise

How to AdvertiseLearning how to advertise on google is becoming so simple once I understand all the ingredients that go into a campaign to make the perfect soup. Consistency is everything.  The keyword needs to to match the ad which needs to match the landing page.  It all makes logical sense… when I am searching I am looking for exactly what I am looking for.  It’s funny from the perspective of an advertiser it’s natural to want to have any keyword that would possibly attract a customer, but as I am mastering adwords I am thinking more like a customer than “an advertiser”. It’s a complete shift.  It’s about being as targeted and focused as possible.