Andrew: Now this week, we are talking about PPC that works for consultants. By PPC, that’s shorthand for pay-per-click advertising or online advertising in general. We will be covering quite a few different areas here. But to start off, Kenny, why are we even talking about this? Why is this important for consultants?
Kenny: Because it’s one of the fastest ways of scaling your marketing and when you get it right, it can be an absolute gold mine. So you can look at your pay per click and you can say, right, when you get it right, you kind of know that it’s right. So you know that every dollar you put in, you pull $5 out. That’s when you know that you get it right and the good thing is with PPC is you only pay per action, which means that you can be guaranteed traffic if you target correctly and then bid correctly
In the old days when businesses used to rely on print media for example, they didn’t know whether that print media was working for them or not. It’s very, very difficult to measure whereas with pay per action, pay-per-click marketing, you actually know that you’re getting eyeballs to your landing page. We’ve done an episode on landing pages a couple of episodes ago.
So you know that you’re getting eyeballs to that landing page, which is really important. So you can turn the tap on or off almost instantly as well. That’s a really big distinction as well. If you for example put an ad out in a magazine and that magazine goes out, you can’t turn it off. If you’ve made a mistake for example, you can’t turn it off.
Also another big reason why it’s important is you can measure really well with it as well these days. You can measure your results really, really well and really quickly as well. If you did a direct mail advertising campaign, 10, 20 years ago, you would have to wait for weeks to kind of get any of those results and these days, it’s pretty much real time. So you’re getting that feedback in real time.
Years ago, if you didn’t have a really good, strong credit history and your business had been set up for many years, you wouldn’t get accepted by media sellers, whereas these days you just need a credit card and you set up almost instantly. It’s self-service and like I said, it has got excellent analytics that you can track the instant feedback really, really quickly.
Andrew: I will add that another reason this is really important for consultants is because it actually gives you a chance to compete against the big guys out there. If you need to take out a full page ad in the New York Times, that’s incredibly expensive, or if you’re trying to get a TV spot, that’s incredibly expensive. But when you go on to say Google AdWords, you can focus down on your particular specialty, your particular niche, your desired audience and carve out an affordable advertising plan that lets you effectively compete. We will be seeing a lot more about that.
In fact I will be focusing on AdWords myself mostly here because that’s what I specialise in. That’s what I know best. That’s what I found works well for my clients including other consultants. But also because it’s the biggest ad platform on the planet, right? AdWords gives you unparalleled reach as well as all the other features Kenny just discussed, turning it on and off, targeting, and these days it’s definitely one of the most effective ways to get targeted traffic.
We all love the idea of SEO, search engine optimisation, where your website pages get shown for free on the first page of Google search results. That’s a wonderful place to be in if you can get there. But Google has made that so much more difficult in the last few years, meaning you can’t manipulate that like you used to be able to.
So it’s very difficult to try to get a small business website, a consulting website to rank highly in a free, organic search traffic. It’s very difficult to predict what your efforts will yield. It’s very difficult to measure results whereas with paid advertising, it’s predictive. It’s highly measurable and as Kenny said, you get to a point where you can see you’re spending a dollar. You’re getting $5 out and then you’re golden.
So that’s why we’re focusing on all this. I also say that people often tell me, when I talk to them, about paid advertising. They will say something like, “Well, I don’t click on those ads. I don’t think those things work.” That’s just simply not true because for search terms that have a high buying intent, meaning search terms where people are indicating they’re ready to take out their wallets, they’re looking to invest in their growth to buy a product, buy a service, when people search on those things, the paid ads on the page get 60 percent of the clicks, 60 percent on the paid ads. That’s why it’s so valuable to be there.
Kenny: And that’s why Google is one of the biggest companies in the world. If people didn’t click on those ads, they wouldn’t exist.
Andrew: That’s 85 percent of the revenue is those ad clicks, absolutely. Personally, I would say that’s another reason to do it because you know that you’re aligning yourself with what Google wants. It’s a much better position to be in than trying to fight against Google, which is what a lot of folks are still trying to do with SEO.
Kenny: Yeah, and Google as well. They’re just working around the clock, doing their own experiments to ensure that people click on those ads as well. They’re making them more prominent or in some cases I should say less kind of obvious. So people are actually – I’ve seen some recently where I’m just like, “Wow, they are actually an ad,” because they’re kind of almost hidden in there in a way.
It’s just really, really powerful. You’re going with one of the biggest companies. They’ve all sort of dominated this for a long time Google and they employ very, very, very bright people to make sure that these ads work.
It’s a meritocracy as well. If your ads are good and they perform well, then you get rewarded for it, which is good as well with cheaper click costs.
Andrew: That’s right and that’s something that not a lot of people know. You might think that if you just bid more, you get higher placement for your ad. But that’s not true. Half the algorithm is how well your ads perform, how relevant they are to the people doing the search. So when you can make a more relevant ad that targets tightly to your service, you get shown more often. You get shown higher and you pay less per click. It’s a win-win-win.
So Kenny, I know you’ve got a great overview coming up here of the different possibilities for paid advertising online and then we will dig into some of the details more. Could you give us that overview?
Kenny: Yeah, sure. So as we talked about Google there which is it’s the big boy, let’s talk about the Google AdWords pros first of all. Why should you go with Google AdWords?
Well, first of all – and this is a big one and please come in here Andrew if you want to expand on any of these points. First of all, you can target through keywords. So you can actually target motivation, which is really, really powerful. A lot of people are going on about Facebook right now, which is great. There’s some good stuff and I will tell you about the pros in Facebook in a minute.
But you cannot beat targeting through motivated keywords. So you get to advertise to people who are currently looking for what you have to offer, if you choose the right keywords, which is really powerful. So you get to give your audience what they want when they want, rather than trying to interrupt them.
So if you look at LinkedIn or Facebook for example, when you’re advertising on LinkedIn or Facebook, you have to interrupt people from what they were doing.
So someone is on LinkedIn or not or on Facebook, they’re usually looking at their friend’s photos. They’re interacting with their friends or they’re looking at forums or whatever it may be on there. Your job as an advertiser is to try and interrupt them whilst they’re doing that, which can be annoying and it can really annoy people whereas with Google, somebody types in “sell my house” and then your ad pops up which is we want to buy your house. It’s perfectly in line with what they want right there and then. The power of that cannot be underestimated.
Andrew: That’s why you see clickthrough rates for Google search ads much, much higher than clickthrough rates for Facebook or LinkedIn ads, because again it’s the difference between interruption marketing and permission marketing.
Kenny: Correct. Also with Google, you’re in a shorter sales cycle usually compared to other PPC avenues like Facebook and LinkedIn, because if you choose your keywords right, then you can get people right at that decision point of the sales cycle, whereas if you’re interrupting someone on Facebook or LinkedIn, most of the time you’re probably going to be getting them at the beginning of the sales cycle or before they’ve even thought about buying what you have to offer.
Then you’ve got to start developing your relationship with them whereas with Google PPC, you can come in right there at that point when they’re making the decision. Again, it’s super, super powerful.
Also there’s a greater chance of a fresh audience with Google than with Facebook or LinkedIn because again, you’re getting people when they’re motivated. So someone who is looking to sell their house who types in “sell my house,” into Google generally is not going to be on there two months’ time when they’ve actually sold their house. It will be fresh, new people looking to sell their house.
Whereas when you’re advertising on Facebook, for example, you’re advertising to a demographic and again that demographic, depending on how big your audience is, demographic, psychographic, that type of thing, depending on how big the audience is, your target audience that you’ve chosen, that audience can get worn out very quickly. We can experience what’s known as ad decay where your ads start decaying which as Andrew mentioned before, the clickthrough rate starts dropping, which means your ads become more expensive.
Andrew: Just to be clear, for people who may not be as familiar with these platforms yet, this difference is really – it’s a very big difference. With Facebook and LinkedIn, you don’t specify a keyword. You don’t specify your ad to show when somebody types something in. So you can target them demographically. You can say, “I’m looking for renters,” for example if you want to buy their house or sell them a house.
But you don’t know if they’re really looking to buy a house right now. You have no way of knowing that. You’re just hoping that if you get in front of enough people, that some of them are in that position right now. That’s really again the difference here, between the interruption marketing and the permission marketing on Google. You know they’re looking for your product or service right now. On Facebook, you don’t. You just know that they are the right demographic. Some of them should be looking for your product or service.
Kenny: Yeah, absolutely. We will come on to the pros as well of demographics and psychographic targeting, which basically means targeting on people’s interests and also behavioural marketing as well with Facebook in a minute, because there are some pros with that. It’s not all negative for Facebook and LinkedIn.
Andrew: Oh, absolutely. Yeah.
Kenny: And also with Google and with Facebook as well, there’s the ability to remarket. Now Andrew, I think I will let you explain remarketing. So I think you will do it in a nice American way.
Andrew: OK. I’m not even sure what that means, the American way, but I will give it a shot.
Kenny: Neither am I.
Andrew: So remarketing, I’m sure you’ve come across this if you spend any time online. You will visit some business website and then you go off to some other websites and you will see that first business’s ads popping up or you go back and do another search and you see that business coming up all the time.
The reason is because Google and also Facebook make it easy for you to actually track when somebody visits your website and then target them differently later. You can chase them around the web. You can show them more ads. You can bid differently for those ads.
You do it because you know that they’ve already shown some interest. So they’re better prospects. There’s a lot to remarketing, the right strategies to use. You don’t want to be seen as a stalker certainly. But it certainly has proven itself to be an effective marketing tool.
Kenny: Thank you for explaining that in a lovely American way.
Andrew: Glad to oblige.
Kenny: So basically when I said that before, it’s just I couldn’t really think of a succinct way to explain it. You did a good job there.
Andrew: Thank you.
Kenny: So Google cons. Let’s talk about the negatives of Google. Well, the price can be very expensive per click depending on what keywords you’re targeting. If you’re in the personal injury niche, I think the last time I looked in there, there are some keywords if you’re targeting really specific diseases caused by negligence for example. Then some of these keywords can be like in the hundreds of dollars. What’s the most expensive you’ve ever seen?
Andrew: Probably around $450 for a single click.
Kenny: For a click. So they’re paying for a click from an ad to their website for $450. So it can be very, very expensive.
Andrew: And again that’s just a click. They may come to your website and immediately leave. They may actually contact you but then not become a client. This is just a click. So these advertisers know that even spending $450 for a click, they will get enough business down the road to make it worthwhile.
Kenny: Yeah. So if they know that a claim they can make or a lawsuit or whatever your terminology you guys use – we call it “claims” here in the UK. They can make a claim on behalf of one of their clients. They know that that could net hundreds of thousands of dollars and it could give them a big chunk of that because they take a percentage of that.
So they have to kiss a lot of frogs to get to that but it’s well worth it for them.
Andrew: Now, for most people, they’re not going to be paying that amount. The clients I’m working with currently with the most expensive clicks, it’s about $12 or $13 per click on average. For my campaigns, for my own business, it’s around $5 to $7 per click on average and I’ve got some who are down around a dollar. So that’s a more typical range, but it is more expensive compared to a lot of other platforms.
Kenny: Yeah. But we’re starting to see Facebook get more expensive than what it was. That’s just more competition in the marketplace right now.
Also Google out of – if you look at the big three, if you look at Google, Facebook and LinkedIn, Google are extremely precious about where they are sending their beloved traffic.
So they don’t like – remember when we were talking about landing pages and we were talking about squeeze pages that are really designed just to get people to take action and usually that action is to actually put their email address in there if you’re generating leads. Then Google hates these squeeze pages if there’s nothing else on the page, if there’s no navigation bar and all of that kind of stuff, which is best practice if you want to get people to take action. You’re best removing any distractions. You will remember us saying that on the landing pages episode.
Well, Google doesn’t like that. So Google can be more difficult to get your ads accepted.
Andrew: I will quibble just slightly with that Kenny. So certainly that’s true. Google does have those requirements. But I think in some cases, having good navigation even for a landing page is important because if someone is coming, looking to invest a significant amount of money in your service, they’re probably going to want to be able to look around and learn more about you before even taking a first step.
So I’ve seen cases where having navigation for some of my high ticket consulting clients is actually beneficial. So I would say it can vary a bit based on the clients.
Kenny: Yeah. OK. We’ll beg to differ that because it will reduce your – without a doubt, it will reduce your initial conversion rate, if you’re just going for leads. But I can take what you’re saying there that if you’re looking at the long term, and you want to build relationships with people, then on the actual deals, you might actually get better deals through that way. You would have to test it. It has to be tested.
Kenny: To see what happens with that. Also with Google, low selection of ads choices due to limited characters available on search. So when you do a search on Google, because of the amount of space available where they put their ads, you can only have a certain amount of characters in your title and in the main body of your ad whereas if you look at LinkedIn and Facebook these days, you can do those news feed ads which can really prequalify before people actually click, which can be really powerful as well and Google doesn’t have that right now.
So let’s move over to Facebook and let’s first of all look at the pros. Well, as we’ve mentioned before, you can target through demographics, so age, where people are based, what location they are. You can even go down as narrow as postcodes these days, zip codes if you’re in America. Psychographics, so you can look at what their interests are. In fact, I will go back to demographics.
You can look at their age, what sex they are. So you can advertise just to women and obviously the way you would advertise to a man can be totally different to how you would advertise to a woman.
Age is really important because the way you would advertise to certain age groups is totally different. Go to psychographics which is basically people’s interests. You can advertise to people based on their sexual preferences for example. You can advertise to people who have just got engaged. You can advertise to people who are married, people who are single. You can advertise to people who are interested in Tony Robbins.
So what books are they interested in? What magazines are they interested in? What cars are they interested in? You can advertise all of this. You can advertise what household income they have with Facebook these days.
You can advertise on their behaviours. Are they active buyers online? Are they active online? All of these different behavioural types. Also with Facebook now which is really powerful is –
Andrew: And by the way Kenny, isn’t it scary how much Facebook knows about us?
Kenny: Oh, very, very, very scary, very scary. So …
Andrew: From a marketing point of view, it’s a bonanza.
Kenny: Oh, it’s a dream at the moment. It’s a dream. So for example, Andrew, if I’m advertising for a webinar and I want people to sign up for that webinar, what I can do is I can put a pixel on the thank you page, which then tells Facebook that that person signed up for my webinar.
Then Facebook can then say, “Would you like to create an audience, a lookalike audience that have the same behaviour, similar behaviours to the person who just signed up for your webinar?” I say, “Yes, please. Thank you very much. I will have a lot more of those people,” which again reduces your click cost because of the relevancy.
It just becomes more and more powerful each time you advertise on Facebook. The only problem I’ve got with Facebook right now is it might be the time of year because we’re coming into Thanksgiving and Black Friday and the holiday season. But prices do seem to be very high right now.
Also with Facebook, they have what’s known as custom audiences. Not only do Facebook help you build lookalike custom audiences like the one I just mentioned there. But you can actually import your own databases.
So for example, if you have a database of emails or telephone numbers and you know what those customers are like, you can upload those into Facebook and Facebook will go off and will check the audience very quickly against its entire user database and then what it will say is, “Hey Kenny, thanks for giving us that list. You can now advertise to a proportion of that list on Facebook, those who actually do have a Facebook account,” which is really, really powerful.
Great selection of ad choices like I mentioned before, newsfeed ads, these big ads that you can put in there which are brilliant, so you can use a lot more characters than you can with Google and you can use images as well which are really powerful these days. That can really get people to click.
Like I said before, you can prequalify people a lot better by having a bigger ad where you’re actually giving them more information about what to expect when they click through to that page, so that when they get to that page, there are no surprises which can obviously increase your conversion rates.
Right now, it is cheaper than Google and it’s definitely cheaper than LinkedIn as well. It also has the ability to remarket. So remember when we talked about remarketing before when Andrew explained it for Google. Well, Facebook gives you that ability as well.
So let’s move over to Facebook cons. Well, first of all, as we mentioned before, you need to interrupt people. It’s not like Google where these people – where you know that these people want what you have to offer …
Andrew: Kenny, can I just say something? I’m – oh, sorry for interrupting there. Was that annoying?
Kenny: I like it. I like it. So that’s exactly what you’re trying to do. You really are trying to interrupt people as they are in another train of thought. They’re surfing their Facebook. They’re chatting with their friends and you’re there in the corner, trying to grab their attention.
So you’re taking them away from whatever they were doing, which is a much more difficult job. Very good example there. I like that Andrew.
Andrew: You didn’t miss a beat. Well done.
Kenny: Also, as I mentioned before, you get ad decay as well which can kick in if you have a tight target audience, which means Facebook will rotate it around the audience and they get bored of it. They’re like, “That’s their ad again. I’m not going to click on it,” so again, reduces your clickthrough rate and increases your price per click.
Andrew: I think that happens because of what you mentioned before. You’re targeting demographics. You’re targeting the same people over and over whereas in Google, you have new people coming along, searching for something right now. So it becomes automatically fresher that way.
Kenny: Exactly. Also with Facebook, it takes a lot of management of ad rotation to get things working efficiently. I outsource all of this. I would never be able to run my business if I did all of my Facebook marketing as well, because there’s so much work involved with it. You’ve got to – because of that, because of the ad decay, you’ve got to freshen your ads up. You’ve got to put new images in there and just keep them rotating a lot. There are other reasons, which are a bit more complex that I don’t want to go into here because I don’t want to overwhelm you. But you need to be in there managing it as well.
Also it’s not as targeted as LinkedIn for example for B to B. So if you’re going for a business audience, it’s not as easy as it is with LinkedIn. I mean these days with Facebook, you can target through job titles, but it’s not as good as LinkedIn job titles. So let’s move over to LinkedIn, talking of LinkedIn.
Well, with LinkedIn, it’s great because you can target job titles and unlike Facebook, people on LinkedIn always keep their job titles up-to-date because it’s a business social networking platform whereas on Facebook, a lot of people don’t put their job titles in there. Whereas with LinkedIn, you know that they’re going to be a lot more accurate because people have their – almost like their CV, their resume, on LinkedIn and LinkedIn tap into this and allow you to advertise to this.
Also you can advertise – if you’re going for business owners for example, you can advertise on size of business and the amount of employees and stuff like that. So it’s really good for business to business, B to B.
Like Facebook, you can – it now offers news feed ads as well, allowing more characters, allowing you to qualify people before they click.
Now let’s move over to LinkedIn cons, problems of LinkedIn. It’s a pretty poor backend and analytics. It’s almost like LinkedIn – even though they make a shedload of money, it’s almost like they don’t really care too much about it as much as Facebook for example.
Like I’ve been advertising on Facebook since Facebook advertising started. I’ve been advertising on Google since – almost since the beginning. I know that they’re always constantly updating it. They’re always being innovative with it whereas LinkedIn just don’t seem to be bothered. Have you ever looked at the backend in LinkedIn?
Andrew: I have and it has so little flexibility and control that I just haven’t spent a lot of time in it. I think it’s because they’re making money in other ways. They have a lot of membership options that they have in place now that’s bringing a lot of money whereas Facebook and Google, these ads are their primary traffic source.
Andrew: Primary revenue source.
Kenny: Yeah. Also with LinkedIn, you get ad decay similar to Facebook which can kick in a lot quicker with LinkedIn as well because of much smaller audience sizes and again as we mentioned before, like Facebook, you need to interrupt people. LinkedIn clicks are very, very expensive.
I’ve not advertised on LinkedIn because of this for about probably a year now, maybe a year. Even a year ago, if you’re advertising in the news feed, it was minimum of $5 per click. Also the audiences tend to be much smaller than Google and Facebook, so traffic can be on the low side as well.
So it might be quite difficult to rely just solely on LinkedIn traffic. Not that you should rely on any one form of traffic anyway. It could be a nice top-up on LinkedIn, but you’re not going to get huge amounts of traffic like you do with Google and Facebook.
Andrew: Well, that’s a great overview Kenny, because again Google, Facebook and LinkedIn, these are the big boys. These are where most of us are looking to advertise. So thank you for very clearly stating the pros and cons of each. I will add even one more con to Google and that is that it – the backend is extremely flexible. It gives you amazing control but at the same time is incredibly complex. There is so much to learn to really use Google effectively. That’s why there is such a market for consultants like myself to go in and help business owners, because it’s extremely overwhelming and hard to do on your own.
I think Facebook at least has done a better job of that. It’s a little bit easier for people to get started and get some results although again, even there, you need to eventually really learn what to do to make it effective for you with some of the items you talked about.
Now Kenny, you used the word before “shedload”. Can you please explain that to us Americans over here?
Kenny: Shedload. So we use that expression to mean a lot. I don’t know where the expression comes from. In fact, I will just have a quick look on Google. We can edit the timeout. So I just checked on Google and it is actually a word, one word, and it just means a large amount or number. I think it just means – a shed here in the UK is a structure usually in somebody’s backyard that houses the lawnmower and all of that kind of stuff.
Andrew: Kenny, thank you. We have sheds here in America too.
Kenny: All right, good.
Andrew: That part is fine. When you said that, I thought maybe with your accent, you were saying a different S-load word and I was somewhat missing it. It should be a more common way of saying it here in the US actually.
Andrew: Or a boatload.
Kenny: Yeah, that as well. A [0:30:20] [Indiscernible] OK.
Andrew: There you go, awesome. All right. So Kenny again, thanks for that overview. I’m going to spend just a couple of minutes to dive a little deeper into AdWords because again, this is the biggest platform out there, hence the one that I know best, so I can probably offer the best insights here.
Kenny: So that’s Google AdWords.
Andrew: Google AdWords, thank you. Yes. If I’m making any assumptions here on what I’m saying, please feel free to jump in and help explain better.
So really the focus here to make this work is relevance. You need to focus down, especially as a consultant. Again, you could be going up against a lot of bigger companies and the way they make it work for you is to focus. You focus what you’re offering. You focus the services you’re talking about. You focus the markets you’re going after, so that you can carve out a little niche and profitably go after that niche even while all the big boys are still bidding all around you.
So there are a few things you need to do. Number one, you need to focus down your campaigns. If you happen to be lucky and you have a large budget to spend and you can afford to experiment, then sure. Go ahead and target a wide range of prospects, the good, the bad, the indifferent and see what happens. There’s business to be had in educating people about your industry and helping to slowly move them through a long sales funnel. But that’s expensive business to go after.
So if you’re like most of us and you have a limited budget, and you want to see good results before giving Google all your money, that means you need to focus. Focus down on your ideal prospects. Those are the ones who are most likely to buy what you’re offering soon and you can avoid everyone else.
Google gives you a lot of ways to do this. So number one, definitely first go after the search network. That’s what we’ve been talking about. Somebody goes to Google search, types in something. Your ad shows up.
Google also has a display network that’s more like Facebook and LinkedIn. That’s something you would get to later if search is working for you. So focus on search first. Those will be where your best prospects can immediately find you.
You can also narrow down your geography. If your service is for a particular region, make sure you’re advertising just in that region. You can narrow by scheduling. If you only want people to call you during work hours, just show your ads during work hours or if you find that people searching for you in the middle of the night aren’t good prospects, stop showing your ads at those times.
You can narrow by device. If you don’t have a mobile-friendly website yet, then you probably shouldn’t be spending money on mobile searches because that’s going to give very little return on investment.
In contrast, if you have a great mobile website and people would tend to search for your service on their mobile device, then you may want to bid even higher on that because you can beat out all the companies that don’t have that capability yet.
So a lot of ways to really focus your campaigns to hit your best audiences based on where they are, where they’re looking, what they’re using and when they’re looking. That’s a great way to weed out a lot of bad searches and a lot of bad clicks right away.
The second area I want to focus on is your ads. This is critically important. Your ad is the first thing they’re going to see and have a chance to interact with. It’s important that you have a high enough clickthrough rate on your ad, a high enough percentage of people who see your ad, actually clicking on it, or else Google will penalise you. If your ads don’t get a high enough clickthrough rate, they will show your ad less often. They will show it further down the page and they will charge you more for every click. Ouch! You want to avoid that.
So you have to write ads and make people want to click. But it’s even more important to get the right people clicking on your ads because it’s only the right people who are going to click through and see your landing page and find your landing page compelling and take the next step with you.
So you’ve got to find the right balance. You have to write ads that make people want to click but you also have to write ads that make the wrong people not want to click.
Let me just give a quick example here. Imagine you’re a legal firm. You could put out an ad that said something like this. Again, it’s going to be very succinct because you only have so many characters to use in AdWords ads.
“Getting sued? 100 percent win rate in court. Pay nothing if you lose.”
Well, I’m going to go out on a limb and say that if you put that ad out there, it would get a lot of clicks from anybody because it doesn’t say what kind of cases they’re taking, what they specialise in and it’s giving an amazing offer.
I doubt any law firm could actually make a claim or sustain this offer. So people who actually click on it and want to learn more have many reasons to quickly become very disenchanted with you and not become new clients, yet you’re paying for all those clicks.
So you have to make sure your ad isn’t just promising the world just to get clicks. You will get a lot of bad clicks.
Here’s the counterexample. Let’s say you’re still a legal firm and you put up an ad that says, “Getting sued? We specialise in tricycle accidents for underprivileged five-year-old boys.”
Well, now that is focused. That is really focused. That is too focused. If anyone actually matching that ad’s target market actually saw it, I guarantee they will click on it. But it’s hard to grow a business with one click a year, right? You’ve got to find the right balance.
So the right balance might be something like, “Getting sued? Quick and fair divorce settlements in the Greater Boston area.” Now, you’re appealing to a wide enough audience, but it’s also very specific who you’re going after and where they are. It’s about finding the right balance to get enough clicks, but to get the right type of clicks.
That’s really critical. I mean this is really how you get to a positive ROI campaign over time.
Kenny: Yeah. I get what you’re talking about there with balance. But tricycles balance OK on their own.
Andrew: You’re right. That was a terrible example. I will come up with something better next time. Kenny, in the US, tricycles only have two wheels. We’re not very good at math.
Kenny: I’m talking of US, UK. Just for anyone outside of the US there. We’ve obviously covered Andrew’s inability to use the word “penalise”. He says it’s “penalise”. I also just want to clear up this niche thing that he’s talking about.
He means the beautiful word of “niche”. He has ruined that word, that beautiful word “niche” and calls it “niche”. I don’t know why he does but he does.
Andrew: I think it’s just because we’re offended by anything French. It’s my guess.
Kenny: Yeah, probably, probably. Right. Where are we? Where are we?
Andrew: The last piece I want to focus on for effective AdWords campaigns – and again, there’s a lot more to this obviously, but at a higher level, the big things you need to focus on.
Here’s number three and that is your landing pages. We’ve talked about this before, how to create effective landing pages. This is where your AdWords traffic lands after they click your ads. It’s their first experience with your website and it’s critical.
Most advertising campaigns, most AdWords campaigns fail because business owners target too broad an audience with generic messaging in their ads and then bring them to general purpose pages on their website or maybe they write a great ad that’s highly focused but still bring visitors to a general purpose page on their website or pages that don’t match the ad copy.
When you do that, you lose the relevance. You lose the connection. You’re not continuing the conversation that that searcher had in mind when he first typed in that query. This results in high bounce rates. That’s when somebody leaves – views just one page and then leaves. Low conversion rates, low quality scores and a lot of wasted time and money.
Now I won’t say anything more about landing pages for now. We covered that in great detail in episode eight. So if you haven’t listened to that yet, be sure and go back and listen to it. But just keep in mind that your landing page is half the battle with an effective advertising campaign for anyone with Google, Facebook, or LinkedIn.
Kenny: Yeah. If you want to listen to any of our episodes, just go to MagneticConsultant.com.
Andrew: I will just add that I do go into a lot more detail about what makes an effective advertising campaign in the free special report that I’m offering right now. So I will put a link to that on this episode at MagneticConsultant.com, so you can go check it out for yourself.
Kenny: Big pun!
Andrew: Big what?
Kenny: Why did I say that? Big pun. Big plug I meant to say. Big plug!
Andrew: Oh, big plug. That was another British thing.
Kenny: You know what? I almost feel drunk today. I don’t know why. I’ve not drunk for nearly two months now.
Andrew: Maybe that’s the problem.
Kenny: That is the problem. My next drink is next …
Andrew: Get yourself to a pub.
Kenny: Exactly. All right. Let’s move on.
Andrew: All right Kenny. Well now, we’re on to the next section for today and that is questions from clients and oh, that’s me. All right. After this, you’ve got the Tip of the Week coming up.
So question from client and this ties right back into what we’re talking about today. How much should I spend on paid advertising? Great question. Everybody wants to know this when they’re first starting out. So let me just give you an idea.
I will say first of all that the clients I work with typically spend between $500 and $5000 per month on ad clicks. Independent consultants tend to spend on the lower end. It’s a smaller business. They’ve got more tightly-focused markets. Maybe between $500 to $1500 would be more typical.
But this is going to depend on a lot of factors. It depends on the geography you’re targeting. It depends on who you’re going after. It depends on your competition. So the best way to answer this is to say – you know, start out by setting a reasonable initial budget so that you can get enough clicks to actually see how it’s performing and make decisions to get it to perform better.
So a reasonable budget would be say $1000 a month for one to two months and then you can adjust based on there. You may decide that you can go down in your spending to focus down and get a higher return on investment or you may say, “You know what? I’ve got a ton of great traffic coming in. I’m going to spend more.”
It can go either way, but a reasonable starting point, I think around $1000 a month and then take it from there.
Kenny: Yeah, because I’ve had it in the past where I’ve had clients who want to do this, want to give a good test for example on Facebook. Again, you need a certain amount of budget and they want to give it a test and I had one client who tested with I think $100 to $200 and then thought that it was a failure. I had to say to him, “Listen, it’s not a failure. It’s just that you didn’t give it a big enough test.”
Andrew: Yeah. You can’t expect any of these platforms to turn something on and get amazing new clients right out of the shoot. I tell everybody, expect two to three months of testing just to figure out what we can expect for the long term and that’s the attitude you have to have going in.
Kenny: But once you get it, once you hit that sweet spot, it’s really good. You then got a tap that you can switch on and off like we mentioned before.
Andrew: You can scale it up and down and know that you’ve got the ROI to depend on it. It’s absolutely fantastic. All right Kenny. You have the tip of the week this week. What do you have?
Kenny: It’s just a short one this week and I kind of breezed on it before and I think you’ve breezed on it as well. It’s always great to learn some of these platforms, so learning Facebook, pay per click or Google AdWords pay per click. But if you can afford it, this is one part of your business you should outsource as it can be very, very time-consuming.
It’s always good to get your head around it. Always get your head around it that you kind of know what you’re outsourcing. But it can be very time-consuming and very costly if you get it wrong. So I would always say put your money with somebody who does this every day, every week, and is an expert, is a specialist. That’s it, rather than you trying to wear lots of different hats.
Now I’m not doing this because my good buddy here Andrew just so happens to do this. But I would say put your money with a specialist with this just because it is – they are difficult platforms to learn and they’re very time-consuming. I know it. I probably know more than most people on the planet about Facebook pay per click. But do I do it myself? No. It’s too time-consuming and too costly if you get it wrong.
These people who do it fulltime, they are on it fulltime, then knowing all the different algorithm changes in the ad platforms. They know everything that’s going on and they’re paid to know everything that is going on. So outsource it if you can.
Andrew: I will agree with you that I would recommend trying it yourself first just because then you will really appreciate what someone else can do for you.
Andrew: My best clients by far are those who call me up and say, “Andrew, I’ve been struggling with AdWords for the last six months, wasted a ton of money. I’m in way over my head. Can you help?” I’m like, “Absolutely. Let’s talk further.”
So don’t give me a call until you’ve tried it yourself because I know you will be a better client. Definitely give it a shot and get some understanding, so that you can actually see. What is the potential here and where can I actually benefit from some outside help?
All right. So that brings us on to the Inspiration of the Week. What I saw this week, it’s an entertaining piece. It was posted by a friend of mine on Facebook and the article is called Eight Reasons That Children of the 1970s Should All Be Dead. I thought this was just hilarious.
I’m not sure how applicable all this will be to the UK. There are probably some differences but the article just talks through several things that we used to do back in the 70s that we just don’t even do anymore and would almost seem criminal today.
Kenny, have you ever heard of the game called Jarts?
Andrew: It’s an outdoor game. I played it as a kid. I loved it. You stand outside on your lawn. You set up two little rings on the ground and then you have these arrows, the special arrows that are a foot long. They’ve got plastic – what’s it called? The plastic feathers and this metal head, the sharp metal head that weighs like two pounds.
The idea is you swing these. You throw them way up in the air and you try to get them to come down in this little target 20 feet away where your opponents are standing.
Andrew: I think you can start to imagine what’s going on here and why this is a little bit of a problem.
Andrew: It was incredibly fun, but you end up having people throwing these all over the place and there were two years. I think it was ’78, ’79 where there were like 1500 emergency room visits just due to Jarts.
Kenny: I bet there are a few eyes missing, no doubt.
Andrew: No doubt. Eventually this just got outlawed. There are some other examples here. A playground used to be just these gigantic hot metal [0:45:46] [Indiscernible] on top of asphalt. So you’re burning your hands. You’re cracking your heads open. These days, playgrounds all have the recycled rubber. There’s a lot of plastic or helmets. Nobody used to wear helmets when we ride bikes. You only wore a helmet if you had a medical condition, right? But now everybody wears helmets.
So this is just a hilarious article to see and I thought of this for today because obviously safety is important but it’s also important to take risks in life. If you’re an independent consultant listening to this, you’ve already taken a big risk. Self-employment is hard work and there’s no guarantee of success, right?
You need to be comfortable taking risks and pushing beyond your comfort zone to make this work. We all do. This is how we grow. This is how we ultimately succeed.
But you know what? I’m not going to yell at you if you also want to wear a helmet. Definitely wear sunscreen, something else that has changed from the 70s. So be smart. Let’s all make sure we’re still taking risks out there.
Kenny: Yeah, I agree totally. We’ve used the term “resilient” in the past and we used to – I went to quite a poor school. It was a comprehensive high school and I still tell my wife who went to a grammar school. I still tell her because we have a very nice school where we live now. I went and had a look at it, this high school because they have a gym in there and we now use the gymnasium in there, me and my wife.
I was like, “I can’t believe this is a school. It is beautiful. And look at all these fields for them to play sport on.” When I was at school, we had what’s known as an all-weather football pitch. So it was a soccer pitch and – but it was also used for rugby as well.
Now an all-weather pitch was gravel basically, just gravel. Now we played rugby on the gravel pitch. Rugby basically is a little bit like your football, but we don’t wear the pads and the helmets.
Andrew: Yeah, I’m a little familiar.
Kenny: Yeah, and we were playing that on a gravel pitch. Did it kill us? No, it didn’t. It just made us very, very resilient and …
Andrew: I bet you still have the scars to prove it.
Kenny: Yeah, absolutely. I didn’t play a huge amount of rugby I must admit. I remember – I must tell you a quick story before we sign off. I remember my experience of playing in the rugby team. They kind of liked me because I was small and fast. But I remember I was 13 years of age and very underdeveloped for 13 years of age as well.
I was on the rugby pitch. It was raining as it could only rain in Manchester. There was mud all over the pitch. We’re actually playing on grass this time and we were playing against this team and this team had two players who were known throughout the division. They were 13 apparently, yet they both have thick moustaches. They were huge, these guys. They were twins, these brothers.
These twin brothers came running at me while I had the ball and I just remembered just throwing the ball over my head behind me. They both just flattened me and that was my experience of playing team rugby. I stuck with soccer after that.
Andrew: That sounds like a great survival reflex there.
Kenny: Yeah. I didn’t survive though. They still took me out.
Andrew: All right Kenny. So what do we have on tap for next week’s show?
Kenny: Well, it’s all good and well getting leads. It’s difficult enough getting leads. But once you get them, it’s very important that you don’t waste them and that you actually get prospects to take action. So next week, we’re going to be talking about that, getting prospects to take action.
Andrew: This will be a great build on to our previous episodes of landing pages, today’s paid advertising [0:49:40] [Indiscernible] that actual next step with you. All right, fantastic.