We provide a mechanical, predictable, lead generation model – Talk Marketing 037 – James Yuille

00:00 Introductions 07:26 How are you qualified to talk to us about Google PPC advertising? 19:40 Why is Google PPC so effective? 33:32 How do you work out if Google PPC Advertising is viable for your business? 40:40 How should businesses decide what to budget for Google PPC Advertising? 53:40 What is the most effective process for delivering effective Google PPC campaigns? 1:00:58 What is the most important metric in Google PPC advertising? 1:14:30 What is your recommendation for anyone who is looking to get better value from their Google PPC Advertising? 1:34:37 Who do you recommend I speak to as part of the Talk Marketing series? How are you, James, qualified to talk to us about PPC? James Yuille 7:26 Well, I think really you needs to look back at the thirty odd years prior to me doing PPC, because I learned cold calling, and direct marketing and runing advertising, full page magazine advertising, and practiced those skills are all those years prior to discovering the internet. I built my first website in 1998 and optimised it for Alta Vista, and grew a business from that. So I was already on the internet building websites commercially. At that time, there was a tool available to us from a company called Overtures which was a keyword research tool, so we used that keyword research tool to find keywords for SEO for websites. Now, cutting a very, very long story short, not implicating any commercial improprieties along the way, because they certainly were a few. But Google launched a programme which was then called AdWords in Australia, in, I think, late 2001, somewhere around there, and I’d heard about it, and I had a little look at a bit of a look at it. I went to an internet marketing seminar that was held up on the Sunshine Coast about an hour and a half’s drive north from where I live and one of the guest speakers that seminar was Perry Marshall, who, at that time was already laying claim to being an an AdWords guru. I listened with, literally, with bated breath, and hung on every word he said. I realised that at last after all those years of of waiting that we finally had a tool available to us that gave us absolute empirical data. So we could see at a glance, how many people searched for a certain keyword, for a certain business, we could see very definitely which adverts worked in terms of the relative number of clicks they got compared with other adverts, and we could also track the actions that people took in terms of making contact with businesses once their click led to the website because we could track the number of people who made cell phone calls or the number of people that filled out inquiry forms on your website. So we had real numbers, I mean, real numbers. So you can absolutely say to somebody, I’ll give you a case study about this, if you want, you can actually say to somebody, this is where your best market approach is, these are the keywords, these are the headlines, and you can take this stuff into the offline world, and use it in practice, and make quick and easy sales. James Yuille 10:45 Now, look, I’d spent 30 years in sales, I wrote a sales training manual about 25 years ago, and I started to sell online when I first learned about building websites and in that book, I teach people a really simple process for making sales. Now, if you have an incoming lead, which is what Google advertising generates for you, you’ve got a hot prospect. If you have a hot prospect, it should be relatively easy to make a sale to them. So the objective of Google Advertising is really simple. It’s put a message in front of those people are interested in buying what you sell, persuade them to come to your website by means of a really attractive advert then using on the page sales skills to encourage them to take the action that you want. Back when I first started in this business, there was a long since defunct product called Site Builder, which is one of the first drag and drop web development tools. It was created by a guy called Ken Everly. Unknown Speaker 12:02 I learned a really good lesson from Ken, he said that before you build a web page, or in fact, before you write or create any marketing document, there is a really important decision to make. That decision is what do you want somebody to do as a result of reading, hearing this marketing message? Do you want them to subscribe to something? Do you want them to give you an email address? Do you want them to buy something? Do you want them to register for a course? Do you want them to phone you? What you want them to do? So you have to begin with the end in mind, which is nothing new. Let’s just say something really simple and say you’re a gas fitter, right? So people search for gas stoves, they search for inspections for gas compliance on marine vessels or whatever they might search for.

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