In Episode #389, Eric and Neil discuss tips for first-time paid advertisers. Tune in to learn what Eric and Neil do personally in handling their paid advertising, how you can be cost efficient in your paid ads, and why it is essential to enroll in a couple of paid courses on AdWords.
Time Stamped Show Notes:
- 00:27 – Today’s topic: Neil and Eric's Tips for First-Time Paid Advertisers
- 00:38 – Take whatever Facebook, Google and Bing’s representatives tell you with a grain of salt
- 00:46 – They won’t always work
- 01:14 – “When you’re just starting off, don’t spend a lot”
- 01:20 – Bing and Google can give you free credits, take advantage of them and use them
- 01:37 – Eric loves and endorses Brad Geddes’ Advance Guide to Google AdWords or AdWords Fundamental
- 01:56 – It explained everything very distinctly
- 01:59 – DigitalMarketer has their courses too
- 02:12 – There are certifications from Google AdWords and Facebook Blueprint
- 02:18 – Facebook Blueprint is quite difficult but definitely worth it
- 02:28 – It is better to invest in paid courses and platforms like Skillshare
- 02:47 – John Loomer has some great stuff too on paid advertising
- 02:58 – Neil suggests going after very specific action-based keywords when setting up an ad campaign
- 03:46 – Make sure you have the baseline set on your website
- 04:02 – Retarget people who have visited your sites
- 04:50 – Make sure you have a funnel that upsells and downsells
- 05:19 – Look out for other channels like Quora ads
- 05:27 – Eric is testing Quora ads and the results are good so far
- 05:35 – Snapchat might worth a shot
- 05:51 – Yes, advertising is all about the numbers but you have to be cost-effective at the end of the day
- 05:5 – Marketing School is giving away a free 1-year subscription of Crazy Egg
- 06:33 – Go to SingleGrain.com/giveaway for multiple entries
- 06:43 – That’s it for today’s episode!
3 Key Points:
- Test the waters first, don’t spend too much on paid advertising when you’re just starting.
- Don’t use vague keywords. Instead, use very specific action-based keywords that will make it easier for your campaign to generate traffic.
- Make sure you have a funnel that offers both upsells and downsells so you don’t pour money down the drain.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School, I'm Eric Siu.
Neil Patel: And I'm Neil Patel.
Eric Siu: Today we are going to talk about first time paid advertising tips for marketers, Neil.
Neil Patel: If you're a first time advertiser, the first tip I'll give you is, take whatever Google, Facebook, Microsoft, Bing, reps tell you with a grain of salt. I found that they're not really that great and almost all cases even if you're spending like 100 grand a month, or a million a month, the reps that they give you suck. Like the advice that they give you in most cases just gets you to spend more and make less money. Like I haven't met one rep that was amazing.
I've even had them take me out to lunch 'cause some of these accounts I was managing are doing well over like 10, 20 million a year in spend, and still the reps that they give you suck and they don't know what they're talking about. But if you're just starting off, don't spend a lot. Spend like 50 bucks, 100 bucks, 500 dollars and see what happens. Also go Google like AdWords free credit, Bing free credit, a lot of them will give you a few hundred bucks for free. Use that, test stuff out and then go from there.
Eric Siu: Yeah, and what I will say, I mean when I first started learning this stuff it can be really daunting, right? So I remember when I first started learning AdWords I found this course called 'The Brad Gedds advanced guide' I'm totally butchering his last name, but 'Advanced Guide to Google AdWords.' Or 'AdWords fundamentals' I think, and it was a course, this is a long time ago maybe seven years ago or so. There's a bunch of videos that I could watch to basically learn how to do Google AdWords, and he basically explained everything very succinctly.
So there's a lot of courses out there, Digital Marketer does a really good job teaching kind of the breath around just advertising in general. So it's a lot of stuff around kind of search, social ad's, things like that. But then there's also ... I mean you can look at the certification for Google AdWords and Facebook Blueprint. Those actually, I mean the AdWords ones not that difficult, the Facebook Blueprint one is actually significantly difficult. But those aren't going to actually help you be, at least start with the basics around paid advertising, so I do recommend perhaps a course. Maybe something on skill share, Rick Moor already has something on Facebook advertising.
It's worth it to pay for this stuff, 'cause if you're going to invest a lot of time on it, why not pay that 500 bucks, or 30 bucks a month, or a 1000 dollar one time, right? To learn this stuff, because you're going to be spending money, you better know how to spend it more optimally. John Lumeer has really good stuff around Facebook too, so I recommend ... I like learning, I like reading a lot of stuff, and then starting to implement, starting to spend that 50 bucks, 100 bucks.
Neil Patel: When you're setting up your campaigns don't go after really broad terms, go after very specific action based keywords, that you know will cause a sale. For example if you sell Toyota cars, you don't want to bid on Toyota cars, go after keywords like Toyota Camry price, or Toyota Camry in San Diego California. New Toyota Camry deals, these are very specific keywords that will cause people to be more likely to become buyers than if they just Googled Toyota Camry and they clicked on your ad and then came to your website.
Eric Siu: Yeah, I mean to Neil's point, I mean he's talking about more kind of specific keywords that are going even further down the funnel, right? So let's take Facebook for example, where you aren't able to capitalize on searcher intent, but what you can do is you add that Facebook pixel to your site. So yeah, tip number two here is making sure that you have the base line set on your website. You have a Google pixel on your site, a [inaudible 00:03:50] pixel, you have a Facebook pixel on your site. Those things are free to add, you can use like a Google tag manager. Listen to one of our old episodes on that. But basically you're able to re target people that have visited a section on your site.
So for example if you run a marketing agency, somebody that visits a service section on your site or they filled out a free consultation form. You can track those people and then run ad's towards people that are lower in your funnel, that way you're spending less money and you're targeting people that have a higher propensity to buy, to take an action. Versus trying to go to broad in the beginning, 'cause what Neil's talking about right now is, yes Facebook and Google they want you to spend a lot of money.
They want you to go broad, they're not going to help you with laser target things, again because you know you spend more money broadly it's going to help their stock price. So you start with middle of the funnel, at the bottom of the funnel, get them to take an action there 'cause that's your lower hanging fruit first. Think about that in the beginning, especially with social advertising and also with search too.
Neil Patel: Last up from me is make sure you have a funnel with upsells and down sells, I don't care what product you're selling. Try to have things that can allow you to monetize the user in many ways. Reason being is paid ad's are expensive now, so the chances are if you're just starting off it won't be profitable for you, unless your conversion are fine tuned. So a good way to help hedge this is adding upsells and down sells.
Eric Siu: Yeah, and Neil brings up a good point, I mean these things are going to get more and more expensive all the time. So you know always look out for other channels that are kind of up and coming. So Cora is an example, right? I've been testing Cora ads for the last couple of weeks or so, and its relevant clicks where you know the cost for acquisition is pretty good. So whenever these new channels are kind of starting out, even though Snapchat is dying, it might be worth taking a shot at Snapchat even though because not a lot of people are on it, it does take time to make video creative.
So think about where your audience is hanging out, what makes sense for you, and what's new and that's up and coming that isn't going to cost that much. Because with advertising it's just all about the number, you have to be very cost effective at the end of the day.
So before we go we have a one year annual subscription of Crazy Egg, that we would like to give to you, but I'm going to let Neil explain what that is before I give you more details.
Neil Patel: Sure, so Crazy Egg is a visual analytics tool, if you're out there running paid ad's it'll help you optimize your landing pages and websites, so they convert the best. It'll tell you where the drop off is, if people aren't clicking on your call to action buttons, or what's wrong. They'll even show you mouse movements, you can make changes to the landing page without being a techy through their Whizzy Wig editor. You can AB tests to optimize for sales conversions and leads.
Eric Siu: Great so if you want to get in on this giveaway just go singlegrain.com/giveaway and we're giving away one of these every single week for the next year. You can actually get multiple entries to this. So get in while you still can go to singlegrain.com/giveaway and we will see you tomorrow.
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