Using Pay Per Click to Create an Impact

PPC & Effecting Change
Paid Advertising Is The Cherry On Top

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PPC Advertising?
2
• What does “PPC” mean?
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PPC Advertising?
3
• PPC = Pay Per Click
• Sometimes referred to as “CPC” which means “Cost Per Click”
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PPC Advertising?
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• PPC = Pay Per Click
• PPC is a very popular form of advertising because you only pay when
somebody clicks your ad.
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PPC Downfall
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• Unlike “organic” marketing (content, SEO, social, etc), traffic from PPC
efforts is 100% reliant on money.
• The second you stop your card; you no longer have business.
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PPC Should Compliment
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• If your marketing campaigns are powered primarily by paid advertising,
you’ll never stay in business.
• Paid advertising should compliment your organic marketing efforts, not
replace them.
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PPC and Search
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The most popular form of
PPC is through search
engines, specifically with
Google.
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How PPC Works
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If we bid on the keyword
“mens running shoes” our ad
may come up when
somebody searches that
keyword phrase.
Every time our ad is clicked,
we pay Google a small fee.
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How Much Does It Cost?
9
What you pay Google can
vary. One of the biggest
factors is competition.
If many people are going
after that keyword, you are
going to have to “outbid”
them to get a spot.
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How Much Does It Cost?
10
It also depends on the
industry.
If you are selling a $3000
product, it may be worth
paying $30 a click.
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Putting It In Perspective
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• If your website sells a $1000 product, and you are paying $10.00 per
click on your ads, as long as 1 out of 100 visitors buys your product you
will breakeven.
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Conversion Rate Optimization
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• PPC puts a lot of pressure on having an optimized page ready to
convert.
• You will lose a lot of money buying ads for a page that doesn’t convert
well.
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The Most Popular PPC
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Introduction to AdWords
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Google’s Revenue
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What percent of Google’s
revenue is made through
AdWords?
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Google’s Revenue
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90%+
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The Bidding System
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Just because you bid on a
keyword, doesn’t mean your
ad will always show up.
Remember that others want
their ads to show as well and
Google has limited space.
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Picking a “Winner”
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• Every time a keyword or phrase is searched, Google looks at its pool of
websites that want to pay for an ad for that particular keyword.
• They then have to make a decision as to who will “win” the top spots.
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Big Factors Google Looks At
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• Quality of your landing page
• Relevancy of your keyword lists
• How much you are willing to pay (bidding) per click
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Simple Way To Look At It
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AD RANK = CPC BID x QUALITY SCORE
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A Visual of Ad Rank
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How Your Cost Is Determined
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Google’s Display Network
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• You don’t have to limit your ads to Google’s search page.
• You can also choose to have your ad run through publishers on the
Google AdSense network.
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Google’s Display Network
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Alternative Bidding Methods
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• CPM = Cost Per Thousand Impressions
• CPA = Cost Per Action (Conversions)
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Keyword Research
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Use the Google Keyword
Planner to build a list of
keywords to target.

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Negative Keywords
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• In PPC you’ll deal with “negative” keywords.
• These are keywords that you don’t want your ads to display for.
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Negative Keyword Example
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• You’re an optometrist who sells glasses.
• You likely won’t want to pay for ads on searches like “wine glasses” and
“drinking glasses”.
• These would be negative keywords.
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Keywords vs Search Queries
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• We often use these interchangeably but there is a difference.
• Put simply, keywords are the words and phrases we are targeting,
search queries are the many different queries that happen around
those keywords.
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Keywords vs Search Queries
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Importance of Groups
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• Because there are so many variations of a keyword, it’s best practice to
group your keywords into related clusters.
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Importance of Groups
34
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Grouping Advantages
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• Grouping these keywords can help improve your PPC strategy by
creating more relevant, Quality Score-friendly ad groups.
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Keywords In Your Ads
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To make sure your ad copy contains your
keyword. This earns you higher Quality
Scores, which end up determining how
much you pay.
If you’re running shoe ad is targeting
Android related keywords, it’s safe to say
you’ll be paying a high price because your
ad isn’t relevant.

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Ad Copy Tips
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• Try to use the keyword in the headline
and once more in the description.
• Bid on long tail keywords.
• Use sitelinks on your ad and include
more keywords.
• Consider “dynamic keyword insertion”

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PPC Sitelinks
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ORGANIC
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PAID

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Where To Add Sitelinks
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Dynamic Keyword Insertion
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• “Dynamic keyword insertion” inserts the searcher’s exact search query
into your ad, making it very relevant to the searcher.
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Dynamic Keyword Insertion
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The searchers query would go into the bracket. How you spell {KeyWord} also
determines how your query is punctuated.
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Dynamic Keyword Punctuation
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• keyword = “leather couches”
• Keyword = “Leather couches”
• KeyWord = “Leather Couches”
• KEYWORD = “LEATHER COUCHES”
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Don’t Make This Mistake
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Extra Reading
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GOOD ARTICLE ON DKI
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Keyword Match Types
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• Broad Match
• Modified Broad Match
• Phrase Match
• Exact Match
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Broad Match
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• This is the default keyword match type. Google will match your ad
against the greatest number of possible queries.
• For example, if you bid on the keyword “massage,” your ads might
show when people search on longer phrases that include “massage,”
like “Miami massage” or “deep tissue massage therapist.”
• Your ads might also show for closely related searches like “hot stone
therapy.”
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Modified Broad Match
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• With modified broad match, you can tell Google to only display your
ads when one or more words is in the query, preventing synonym
matches.
• If you bid on “+massage,” only queries that actually include the word
“massage” will trigger your ad.
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Phrase Match
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• This match type allows you to tell Google to display your ad only when
the search query includes a full phrase, such as “hot stone.”
• (The words have to appear in that order.) Other words may be included
in the search query before or after the phrase.
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Exact Match
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• The most restrictive match type, exact match tells Google to only
match your ads to queries that are exactly the same, word for word, as
your keyword.
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Click-Through Rate (CTR)
51
• CTR is a metric that measures the number of people that clicked your
ad vs the number of people that saw your ad.
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Click-Through Rate (CTR)
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• Having a high CTR percentage tells Google that users like your ad,
which raise its Quality Score, which therefore means you pay less for
your ads in the future.
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Good CTR’s Can Hurt
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• Sometimes you are generating clicks on keywords priced to high that
won’t pay off even if they convert.
• Irrelevant terms and clicks are just spending money without any new
business.
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In Summary
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• Having a high CTR is only good when you are bidding on relevant
keywords with a relevant ad within an affordable price range.
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What Is a Quality Score?
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Just like how your personal credit score determines how much interest
you’ll pay, your ad “quality score” determines how much you’ll have to
bid to show up.
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Factors of Your Quality Score
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• Your click-through rate (CTR)
• The relevance of each keyword to it’s ad group
• Landing page quality and relevance
• The relevance of your ad text
• Your historical AdWords account performance
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In Summary
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Google favors quality results. If your
ad/website isn’t very relevant to the
keyword, Google will punish you by making
you pay more to appear.
If your ad has a very high-Quality Score, you’ll
get to advertise at a discounted rate.

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Benefits of Good Quality Score
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A Visual of Ad Rank
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How Your Cost Is Determined
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Getting Started
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Log in to your Facebook account and click
on the small arrow in the top right corner
to create an ad.

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Creating a Facebook Ad Pt. 1
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https://www.screencast.com/t/MfKq5WEkedG
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Creating a Facebook Ad Pt. 2
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https://www.screencast.com/t/dHlzJ3HR
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Creating a Custom Audience
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https://www.screencast.com/t/l5hC7tvxH26h
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Twitter Advertising
Outbrain
StumbleUpon

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AdWords or Social?
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• Remember people aren’t looking for solutions on social networks, they
are in browsing mode.
• Social ads are great for promoting content or brand awareness.
• Search does a much better job at bringing in people who are already
looking for your solution.
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Effecting Change
&
Time Management

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Communication Skills
70
• Whether you are a consultant, work in-house, have clients, or just need
to know how to communicate with your boss, these skills will help you
in the process.
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Execution Is Key
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• Part of marketing is ensuring things actually get done.
• Many site audits sit around collecting dust as they never get
implemented.
• A good marketer understands that without execution, there is no
marketing.
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Time Management
72
“A budget is telling your money where to go instead of
wondering where it went.”
- John Maxwell
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Time Management
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Your time is no different.
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Ever Felt Like This?
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Where All Tasks Fall
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1. Important and urgent
2. Important but not urgent
3. Not important but urgent
4. Not important and not urgent
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1. Important & Urgent
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• These are the most obvious tasks.
• These are the type of important tasks that if you don’t get
accomplished quickly, you miss deadlines and risk losing your client or
even your job.
• These tasks are necessities.
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4. Not Important & Not Urgent
77
• These are almost as easy.
• Checking your Facebook, building LinkedIn connections, chatting
about personal matters, debating the purpose of life, etc.
• These are passive activities that people fall into and almost never
intentionally set out to waste that time.
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3. Not Important But Urgent
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• These tasks can trick you into thinking they are important because
they are “urgent.”
• How many times do you see you have a new email and you
immediately drop everything?
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2. Important But Not Urgent
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• Mastering this area will be the most important use of your time.
• It can impact your quality life for either good or bad.
• Client communication, planning, goal setting, content creation,
relationship building, taking a lunch break, etc...
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Don’t Procrastinate #2 Items
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• Missing deadlines and ignoring important tasks can eventually push
them to quad I and become urgent.
• This can be a large cost.
• Many of your busy/stressful days were a result of you not taking care
of #2 tasks soon enough.
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Controlling Your Time
With a To-Do List

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Create Productivity
82
• If you spend 15 minutes planning your day out on paper every
morning, you’ll add 20% to your productivity.
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Create Productivity
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• Even better, plan your day out the previous day.
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Which Need To Be Done Today?
84
- Send off 3-month goals to team
A - Finalize site audit for SEO.co
A - Email Greg with weekly update
Reach out to Matt from Mashable
A - Respond to contract concern from my client
- Work on new template for company site audits
- Complete application docs for boss
- Brainstorm ideas for my next blog post
- Come up with 4 video ideas for potential client
- Get 401k papers to HR Department
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Which Should Be Done Soon?
85
B - Send off 3-month goals to team
A - Finalize site audit for MarketCampus.com
B - Reach out to Matt from Mashable
- Work on new template for company site audits
- Complete application docs for boss
- Brainstorm ideas for my next blog post
B - Come up with 4 video ideas for potential client
B - Get 401k papers to HR Department
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Items that should be
done soon (today
would be nice) should
get a “B”.

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Everything Else Is a “C”
86
B - Send off 3-month goals to team
A - Finalize site audit for MarketCampus.com
B - Reach out to Matt from Mashable
C - Work on new template for company site audits
C - Complete application docs for boss
C - Brainstorm ideas for my next blog post
B - Come up with 4 video ideas for potential client
B - Get 401k papers to HR Department
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These are good tasks,
but if they don’t move
to a B or A within a
couple weeks, they
need to be delegated
or put into the idea
file.

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Keep It Going
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• Then start A1, A2, A3, etc. as well as the B’s and C’s.
• You’ll then have a prioritized list filling your day keeping
you productive and energized.
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A Common Question
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• “How can we get better results?”
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Spoiler Alert
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• It actually has little to do with focusing on pay, culture,
team, morale, etc.
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The Key To Results
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• Focus on Time Management.
• Results are generated by activities.
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Time Wasters
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• Without a doubt, these guys will
pop up at your desk.
• Usually a “question” or “problem”.
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Time Wasters
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• You’ve got to train yourself to look
at that person and ask yourself if
they are more important than the
A1 item on your list.
• Odds are they aren’t.
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Always Look Busy
93
• When you look busy, people
naturally leave you alone.
• When you don’t look busy you
attract these guys.
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Productive Meetings
94
• Always have an agenda sent out ahead of time
• Have a written goal for the meeting
• Never end without action items
• Assign follow ups/deadlines to every item
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Productive Meetings
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• Having brainstorm meetings in the same room over and
over can hinder creativity.
• Try and mix up your meeting locations, or even go on a
walk.
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Allow For Inspiration
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• The most counterintuitive thing you can do is work non-
stop.
• You need to allow yourself time for inspiration.
• Take a walk, take a nap, anything that involves stepping
away from your computer.
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You Control Your Time
97
“The bad news is time flies.
The good news is you’re the pilot.”
- Michael Altshuler
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Change Is Hard
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• Your job as a marketer is to change things.
• However, many do not respond well to change.
• To become a good consultant, you need to know how to change things
within your organization.
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Big Things We Change
100
• Processes
• Decisions
• Assets
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Processes
101
• Everything in a company runs through a process.
• You need to understand your clients' processes and how they get stuff
done.
• Spend time at their office, work with their teams.
• You can’t change something if you don’t know what it is you’re
changing.
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Decisions
102
• We deal with these on a daily basis. Examples include:
• Should we launch internationally? If so, how should we structure our
website?
• Do we need to target a new audience with our new product?
• What is the current demand for our product?
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Assets
103
• These are things the company owns or has access to. Such as:
• Blog Content
• Current Customers
• Company Website
• Social Networks
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Common Deliverables
105
• We always have work to deliver to our clients. Common forms are:
• Technical Site Audits
• Keyword Research
• Content
• Link Building
• Social Media Management
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Focus On Execution
106
• A good marketer doesn’t deliver a 10-page audit and assume his/her
job is done.
• A good marketer constantly follows up to make sure things are getting
done.
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Focus On Execution
107
• Remember that one of the primary reasons you are hired to help whip
them into shape.
• Think your position as a personal trainer.
• Most clients love marketers who are on their case about execution.
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Avoid Bad Communication
108
• One of the best ways to cause bad communication is to send your
work/reports and move on.
• Never send work to your client without also scheduling a phone call/in-
person meeting to go over things.
• Also, never go more than a week without calling your client.
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Assume Your Client Can’t Read
109
• Reports can sometimes get complicated.
• Often your client is too busy to go over everything.
• Always include a snapshot or summary that fits within one page that
summarizes everything they need to know.
• Your clients will love you for this.
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Focus on Change
Not Deliverables

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Avoid Generalization
111
• Classic example of generic advice:
• “Based off my audit of your site, it looks like you need more links from
influential bloggers so we can try engaging with them and get them to
share your content”.
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112
• The likely response:
• Sounds great, but we have no content.
• How do I know if a blogger is influential?
• How do I contact bloggers?
• What does “engage” mean?
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113
• Better way to approach advice:
• “Based off my audit of your site, it looks like you need more links from
influential bloggers so we can try engaging with them and get them to
share your content.
• Find bloggers in the travel industry using Followerwonk who have a
Twitter following higher than 3,000, but no more than 25,000. Jot
down their contact info and send it back to me for further discussion.”
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Who’s With Me?
115
• One of the most difficult tasks of a marketer is getting the client or
boss to buy-in to a new idea.
• A good marketer knows how to get around this common issue.
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Avoid “Pitching”
116
• Pitching is a big word is the marketing/advertising world.
• It’s OK to pitch ideas among your team, but when talking to the client,
avoid giving them options.
• Remember, they hired you because you are the expert.
• By putting too much control in their hands you could jeopardize your
campaign.
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Getting Buy-In
117
• When presenting an idea, always start off by addressing the overall
campaign goals.
• Don’t focus on how “cool” and “viral” it will be.
• Keep the focus on how it’s going to accomplish what you are paid to
do.
• Refer to similar successful projects that you have done, or at least
other case-studies around the web.
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Manage Expectations
118
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https://seo.co
info@seo.co
Thank You !

Using Pay Per Click to Create an Impact

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