[Applause] hey guys welcome to the next
episode this is the 101 for those who are setting up a new business online business
Basics episodes did you miss our music intro intro music we don't normally do a
music intro music intro intro music I don't know and here we have Gary and Billy welcome
welcome back I just introduced myself in the third um okay guys so today's a good episode we're
going to jump straight into it uh we're not McKing around um today we're going to talk about how to
get traffic to your website Gary indeed but before we do that we will just quickly recap on the last
episodes episode one what's in a name how to focus on what you plan to offer competitor analysis and
how to buy a website so uh episode two was all about competitor analysis so if you want to learn
about that y go to episode two and if you want to learn about how to buy a website go to episode
3 in this series thank you Gary I I skipped the numbers they're important um the episode how to
get traffic on your website we're going to cover Google ads SEO Maps snackpack um uh Google Maps
Google Places Google my business Google business profile isn't they're all the same thing everyone
who has no idea what Billy's talking about that is exactly the same thing it's Google Maps let's
just call it what it is it's Google Maps but Google keeps changing the the name for some reason
just just just to mix things up social media and remarketing will also be uh touching on those
things too guys so stay tuned hopefully you get some useful information out of this I'm excited
you excited Gary I am indeed I'm looking forward to get jumping into this call me big Kev mate big
Kev yeah you're not you're not from around here are you boy big Kev like to jump into things no
big Kev used to be on the um Dan's direct um late night infomercials I'm big Kev and I'm excited
and he used to like wobble his chin around when he said it okay so anyone who's like like me and not
from Australia and grown up inside Billy's head um that probably will make zero sense yes um I love
big Kev man you should go back and watch it you love it it's on YouTube recap what we just talked
about um am I just reading out the notes you are you're reading out the structure of the B yeah
right um so let's first talk about Google ads Deep dive that's the first thing we're doing isn't it
Gary well I would say that this one's not the Deep dive the following so like bill says we're going
to go for Google ads SEO on maps social media and remarketing uh the caveat for this episode side
note side note for this episode is that this is an overview a holistic view so that anyone who
has a zero idea how to get traffic on a website once that website is up and running can have a
an outline episodes four five six seven eight whatever the exact numbers are they're going to
uh specifically deal with those channels so yeah this is not a deep dive um so if I start to Ramble
On yep if I talk too much uh which is something I've got a secret hand signal to give you which is
which I think it's the devil one you told me to do this okay yeah why did you go with with this Thumb
in or thumb out uh you can go with any signal you want as long as YouTube what demonetizes for it
do this one yeah just tell me to shut up if you want you're ruining it Gary stop okay um all right
so digital marketing I think generally is what we want to quickly kind of talk about because look
I I I just want to say this because I've said it before and I haven't said it for a while it's
been a while but it doesn't matter how any agency bundles it up and packages it up and labels it
they can call it quantum this and Vortex that and you know growth this and scale that and all that
it all comes down to no matter who you're talking about the same thing it's Google ads social media
SEO Sometimes some influencer stuff yeah but um that's pretty much it it's if you're talking
about influencer stuff you're talking about social anyway especially yeah especially the Pod
that especially the people that this pod is aimed at it's all about those C channels yeah there's
a number of different ways you can advertise um when you're setting up a company there's going
to be lots of people out there trying to sell you many many solutions y um 99% of the businesses
that I've seen start and grow and be successful focused entirely on a mix of these channels right
you don't need anything else not really no there got the lines share of people's attention now
right if if you're if you're you've got time to um you know to waste on your smartphone these days
you're searching Google you're on YouTube you're on social you're you're searching for through
clicking on results in the organic section exactly Google so even if you're not wasting time if you
are looking for a photographer in Duo yes you go to Google and look for it you're not going to get
the phonebook out you're not going to look at your fridge for a magnet that you were given six months
ago that's right this is what you need okay so you are uh this point you are um more than on your way
to running a company you have done your competitor analysis you know what your prices are going to
be you have maybe worked in this industry for a long time and you've also built and bought your
website and you are now ready for that website to receive traffic MH the focus or the reason you
would want traffic on your website is to generate inquiries yes and or sales yeah yeah yeah exactly
yeah so um each one of these comes with its own positives and minuses um Google ads for example
is expensive yes um but it is nearly instant you know um I'm an experienced Google ads manager
and a company could come to me today and say they want a Google ads account and buy this afternoon
they would be getting traffic on their website H the idea is to get relevant traffic right okay
so the good point is that it's instant the bad point is that it's expensive yes seo's good point
is that you get lots of lots of traffic you get a lot more traffic than you do with Google ads
however the poor point or the bad point is that it takes time yeah it takes time six to seven
months to start you got to invest every month for a number of months before you get one call
one sale one one iota yeah exactly and this is what we spoke about when we were talking about
how to buy a website you we spent a lot of time skirting around the edges of what is SEO yes for
a recap quickly you search engine optimization and you are telling your website you want to appear on
Google for these words but Google doesn't let you do that instantly no um not anymore there was ways
of gaming the systems but they keep updating their algorithm so that they keep kind of finding more
and more ways to make sure that people work hard for the for the money work hard for the rankings
um you know and that's in providing valuable relevant authoritative content yeah on your
website and we'll touch on that but if we start with Google ads right yep let's just quickly talk
a little bit about how logistically how Google Google ADS works I think that a lot of people
I speak to I'm still surprised by the fact that they don't know how it works they don't know that
it uses a daily budget yep um so that means that if you have a you decide to have a daily budget
of $50 or $100 you're going to SP you're going to spend 30 times that amount in a month give or
take I mean yeah pretty much simplified but yeah yeah and so let's say your daily budget's $50
and the keyword that you're targeting is a cost per click of $5 you're going to get 10 clicks on
average a day and when you've got those 10 clicks your ad will come down until the next day when
your daily budget has been refreshed exactly um so you know you said that it was expensive before
I agree and it's getting more and more expensive all the time although it's not expensive in the
context of in comparison to traditional media you know like maybe for a painter or or or um a fencer
that you could get a little ad in the in the you know in the local paper and you'd get calls out
of that and it only cost 200 bucks right for the whole month or thereabouts yeah but really like
for businesses that wanted to be on TV or radio you would there was often six figure quotes from
people you know 20 grand 100 Grand some people spending even more so when you put it in the same
kind of bracket as as uh advertising traditionally on big media um it's about the same like if you
you'd actually get better results I believe from a 100 Grand on Google ads these days for the yeah
for certain the same business same offer on TV or radio well there's a there's a good insight there
uh and Bill's exactly right all of these channels um when I say they're expensive they're in they're
expensive in comparison to each other and and expensive also um in uh the context of what people
expect to pay Google people often think digital marketing or they think oh you know the internet
I'm going to make millions and it's going to cost me 10 cents you know it's it's maybe was the case
when it first came out the do com era right but now it's yeah now it's just like all the other
media platforms out there it's a real deal but you have to give it you have to you have to kind of
spend the money right yeah and the reason and for anyone who's listening to this anywhere around the
world the reason that your local papers have gone under and that your local radio stations are going
under and uh your phone books are the size of a postcard these days the reason for that is that
digital marketing exists and I'm aware that most people listening to this will know that but just
to qualify what that means to qualify why that happens if I went to a radio station and I gave
them a budget of $50,000 to advertise my company um I would get $50,000 worth of airtime um radio
play run of Channel whatever it's called whatever the whatever you're buying from that radio station
however at the end of it there's no quantifiable metrics to say how many people heard it those the
numbers that they do give you are not accurate they can't follow up with how many people became
customers uh any any increase that you might have seen is all conjecture whereas digital marketing
when done properly it can tell you exactly how much you spent where you spent it uh what your
return was on it especially in something like e-commerce with something like lead generation
it can tell you exactly how many clicks you got and what your conversion rate was and stuff like
that so if you're a small to mediumsized business and let's say you've got 10 grand to spend over a
month six months whatever it might be if you spend that money in digital marketing you are going to
get in my experience you are going to get much better returns than you would from offline media
offline yeah s bus stops stuff like that yeah I agree um and uh you know I think another major
advantage with digital is um and more specifically Google same with social as well and SEO but with
Google is that you can set the bar Lower you can ask for a lower level of commitment from um
people who have engaged with your ads um and collect their data get their details you can offer
a free high value content offer you can offer a free download you can um make the phone ring book
in a strategy make the phone ring things like that where um you know with offline media people
may have been kind of semi-in interested in what it was you're offering but two minutes later
they've forgotten that they even saw the ad right or even heard the ad on the radio and you didn't
capitalize on that window of opportunity when they were semi- interested to grab their email or grab
their phone number you know get them get them to download something for free um so there's there's
that plus targeting obviously gender demographics psychographics all these ways of targeting people
who you know are more likely to be your audience the reason why I like Google ads so much also
is because you can't get any more qualified than someone who's pulled out their phone or sat down
at their computer opened Google and searched for the goods or services that you're offering that is
ex that is about as qualified as you're going to get so that leads me neatly into my point my next
Point um with Google ads think about it this way you are buying traffic I mean that's all you're
doing you're just buying traffic right so the the aim is to buy the most relevant traffic you can
buy and you want to send that traffic to a website that's being well built so that people actually
reach out so if you think about it in those terms Google ads is all about buying traffic on keywords
uh and a keyword is something that stipulates or something that you stipulate to the system and
say this is what I want to buy traffic on so if I'm a plumber in Alice Springs then I'm going
to use the keyword plumber Alice Springs um and that's going to be relevant to me and if I send
that traffic to a page that says plumber Alice Springs which is a town in Regional Australia um
then you know people who visit that page some of them will reach out and if I send a 100 people
um on a good day I might might get 10 of those people reaching out and saying hi I need a plumber
in Alice Springs can you come around today so it's all about balancing it it's all about balancing
the investment versus the return if I spend again hypothetical numbers if I spend $500 in a single
day on buying traffic for the keyword plumber in Alice Springs I'm going to get some inquiries
if my website's been set up properly I'm going to get some inquiries if I'm good at my job and
I'm a good plumber and I can I can convert them I can say yeah I'll be out there this afternoon
I might get four or five jobs out of that out of those four or five jobs an average plumber might
make I don't know eight six seven n Grand yep and once you've done that you've spent 500 you've made
six grand from eight to 10 jobs and you just keep doing that day after day so I think what you're
talking about there some of the language that um people people in our industry often use some
business owners are privy to this most aren't it's it's surprising to me that um most uh business
owners um that you've got it's not actually that surprising I get it you know even as a business
owner myself I think that sometimes people put me on the spot and ask me a question like what's your
lifetime value or what's your you know average cost cost per acquisition of a new customer and
you're kind of like oh I haven't looked at that for a while or and most people don't even know
and never looked at it so but it's numbers that are key for you to understand and they're also
numbers that if you're out there reaching out to agencies talking to Business Consultants um
talking to you know banks for loans and things like that or even trying to get a valuation on
your business um you know they're the numbers that matter they're the numbers that everyone will ask
you and so I'll just quickly run through a couple to help you guys understand what some of this
jargon is um when you talk about uh conversion rates you're talking about how many visitors do
you need to your landing page or your website before someone converts and by converts I mean
pick up a phone and ring you fill out a contact form or buy a product on your on your e-commerce
website so that's your conversion rate right yeah if 10 people visit your website one reaches out
you have a 10% conversion rate right exactly so it's so it's conversions divided by visitors right
pretty much is the conversion rate um then you've got once you've got your conversion rate you need
to know if it's for a lead-based business how many leads do you need to make a customer right to
get a customer acquiring your customer so then once you know if you go back through your data and
you say okay over the last 6 months I've had 100 leads and I got 30 customers out of it then you
know that you know that your acquisition rate is about 30% mhm and you can work out easily from
there what your cost per acquisition of a new customer is yeah right so uh once you've got your
cost per acquisition of a new customer then you need to look at your lifetime value of a customer
and this is harder to do than most people think I'm just I'm just wondering if this is going
too deep on the Google ads considering we're supposed to be you didn't give me the wars though
you're going to give me the yeah all right so I'll wrap it up right I'll wrap it up because this is
useful information for people to know I know that it's just general business gole ad Know M from
know scale it you can turn it up or you need to hire someone and you can have expectations in
regards to how many new customers you'll get and how much they're worth to you lifetime value
usually people don't want to wait more than 12 months to get their return on their investment so
if you just work out how much do you make out of someone in a year generally and if it's a plumber
or an on the spot service or a one-off thing then it's just your average sale value so you can go
back to the last 10 quotes you won or the last 10 clients you acquired and just take an average
of those 10 then you know what your cost per acquisition of a new customer is versus lifetime
value of a customer and then you know if you've got something that's profitable and you can scale
it to you was wrapping it up Gary that's the end of it mate so um okay so moving on to how to get
traffic on your website point two SEO yeah um SEO Works in a very similar way in that people go to
Google they type in a keyword pull them a location something like that and then they find your page
and they visit your page but unlike Google ads where you've had to pay for that click um the
clicks are free the thing is you don't get to page one easily you know let's say um I'll use a
very simple explanation let's say there's a small town let's say I don't know kofs Harbor which is
another Regional town in Australia let's say there are uh 10 hotels and they all want to show up for
hotel cofs Harbor MH okay now if the if the over 10 hotels and you're a new one so you're going to
be hotel number 11 if the over 10 hotels have been open forever and they've built their websites
well and they've they've ticked all the boxes that Google want ticking ticking so the um the the
pages are laid out properly the images are titled properly the pages have hotel cab written on it a
number of times Google's going to know what those pages are about and it's going to put a hotel
at position one it's going to put another hotel at position two and the third Hotel obviously
will go at position three what you're trying to do with SEO is to say okay my new hotel my hotel
which is now the 11th hotel in this small town of Cs Harbor I want to knock those other guys off
of the first spot I want to push them down and to do that you're going to need to play the SEO
game better than they're playing it which means you need to invest more time into building the
website you need to invest more time into the strategy that goes into the website because once
you get a position one ranking on SEO in the org I rankings of a Google results page you're going
to get more traffic and it will be free you know with Google ads you like Bill said you have to
pay for the traffic and once once your budget's expired it's gone your ad comes down you stop
showing up once you are position one for SEO you stay there not indefinitely you have to keep
working on your SEO you know a couple of months might go by and it might drop down if you're
doing SEO properly then you will stay there and you will get a lot more traffic from SEO than you
ever would from Google ads um this is not um this is not like a a fixed rule that everybody has to
follow but if you can get all of your traffic from SEO your business will be healthier yes if you
don't have to give Google money don't y um and one thing that I told you recently that I think
you liked um and it will make it make sense for people Google ads is equivalent to paying rent
you know you get to live in the house while you pay the rent but the moment you stop paying the
rent it's gone and you have to move out and SEO is like paying your mortgage and if you pay your
mortgage properly and on time then it grows you know your rankings grow you get more traffic
and it's just better for you yeah yeah um SEO you want to go into any of the slight technicals
about how it works uh yeah I I think that um it'd be worthwhile for people maybe out there that are
trying to kind of do this on a Sho string budget you know bootstrap their business there's some
really basic things you can do um yourself that will give you a better chance of ranking well on
Google um if we just run through the the kind of the top level stuff there there's more technical
things that you can do you know in the code um acquiring back links which is basically other
websites that link to your website yeah you know you you've all everyone out there seeing you're
reading a Blog blog article and a phrase or a word in the article is actually a link that you
can click on it takes you to another website no the hotel Caba would be a good one because there
might be an article out there for the top five hotels in Kaba yeah now if you're a new hotel at
position 11 the top of page two but you can find the people who are writing the content about the
best five hotels in Goofs haror y if you can get your hotel reviewed on that page Y and then it
will link to your website that's going to drive traffic to your website yep but it's also it's
also going to give a signal to Google that some third party whoever it is the person wri in this
blog some third party has seen your hotel seen your website and thinks that you're worthy of note
you're worthy of going into the top five yeah now as a signal Google's Google's a big algorithm
but it's going to look at that and it's it's going to like it and that's going to help you
move up it's kind of like a recommendation yeah and and not all recommendations are equal so you
know if a homeless person tells you to check out the fish and chip shop down the road you might
not be as likely to actually check it out than if the Prime Minister of Australia recommended
the fish and chip shop down the road um you know just to use an example it might not everyone would
actually do what the Prime Minister says for them to do clearly not at least uh quite a few people
have not done what he said to do recently let's not go into that so um you know backlinks are an
interesting thing they're a commodity um they're um bought and sold there's a whole Marketplace
for them y um and we could that's a whole rabbit hole right like it's a whole rabbit hole and there
will be an episode coming up on the Deep dive into SEO yeah definitely how to make it work this is
just Cliff Notes so so backlinks are what people refer to when they say offsite SEO so it's how
you can improve your rankings with uh you know in other ways other than actually changing
your website yeah right um and and like Gary said we'll get into that um on your website it's
important that first and foremost your content is unique you cannot cut and paste content from other
websites put it on your website not only will it not rank Google potentially won't even index it
right so which means Google won't see it they'll ignore it they'll they'll close their eyes and
pretend it don't exist that's right you'll be you'll be ostracized yeah um so so don't cut
and paste content you can use other content as inspiration as long as you write it rewrite it
and make it your own MH um remember that people are always looking for answers when it comes
to Google so there's a difference between the kind of content that would be on a page that
you're driving traffic to through Google ads that is more of like a promotional offer you know
people are looking to make a a transaction it's a commercial search so you put up there things that
will build your businesses um the likelihood of of your business to be desired you know so that that
would be like um social proof credibility risk reversal other marketing things yeah there's not
as much room for that on your website if you're going for SEO rankings what you need on your
website if you're going for SEO rankings is useful information that's relevant to the services that
you offer the kinds of things that people will be looking for pricing is fine you can put pricing
on your website in fact um um I've seen some good examples of where that's worked really well with
Google they've preferred websites because they know people are looking for prices um you know uh
if you were to try to understand or think back to the calls that you've had what are the most common
questions people ask when calling and asking and and um inquiring about your services or your
goods answer those questions on that page or on that website don't Target more than one or two
keywords Max per page so if you have a service page or if you have service pages and you've got
you know um block drains emergency plumber um uh you know um um toilet uh leaking whatever it is
right different types of services plumbers offer you only target the specific keywords relevant to
those Services Pages you don't just Target plumber Sydney on every page right yeah so um an example
one of the things we said at the very start of these podcast series is that the reason we've
put this together is we often receive the same questions day in day out from very similar types
of people who are looking to set up a company um one of the ways I explain how SEO Works um that
seems to cut that see people seem to get um I've been watching Yellowstone the TV show um it was
recommended to me I haven't seen it by me it was recommended by me it's awesome watch it um now
to make this relevant to any Americans who might be listening uh and to people in Yellowstone um
let's say you were a a rancher in Billings Montana now let's say that there's uh five websites
for Ranch Billings Montana if all of those other websites only mentioned that keyword Ranch
Billings Montana four times and you create a new website and your website says Ranch Billings
Montana 10 times I mean this is a gross over exaggeration oversimplification if your website
mentions it 10 times and all competition mention it five times then Google's going to look at yours
and think you're the most relevant because you say Ranch Billings Montana more than anyone else does
so that's going to be a very good signal to Google that you are more relevant going have to disagree
with you Gary because you're going into the techic simplified is I'm just trying to explain it to
people who don't understand yes so that they can understand the the logic you want def you want
to signify to Google you're talking about keyword density which is a technical SEO aspect you want
to signify to Google that you are more relevant than the others yes and by mentioning the keyword
more times you are technically saying that you're more relevant there are nuances to that and yeah
it's not that simple but yeah generally that's that's kind of I suppose true yes um yeah the
other thing that you could do is um talk about the um history of the area or um something to to
give more relevant related semantic information for for that yeah um so but yeah so don't just
keyword stuff website though because it work no and if if someone says that can be taken way
too far yeah yeah and if someone who is selling you a website for cheap says that they're going
to do that um take it with a pinch of salt but it might not be the best approach my example of
putting the keyword on there more times than the competition is just to explain that you want to
signify to the search engines that your website is more relevant the comp than the competition that
way you will get to the top of page one fter you can you can get away with doing that as long as
your um primary objective is useful content for the user Google has evolved so much now that it
knows when you're trying to keyword stuff or when you're actually offering legitimately useful
information exactly y okay so Maps yep the uh Maps is a side note to SEO yep um Google Maps is
a fantastic platform a snack pack yeah um it's you know basically you don't even obviously we all
always recommend having a website but there are many businesses that don't require a website and I
have worked with a number of companies in the past who were able to get more than enough inquiries
to keep their doors open and keep their lights on just by having strong Google Maps listing the
fact that Google provides provides the entire Maps ecosystem for free blows my mind you know
they could quite easily charge for it there was talk of them charging for it for a while they
they they they do charge is monetized in some way so if you have a website that incorporates
Maps functionality you know like when you go to a website and there a find us page and if that page
gets more than a certain number of visitors then you have to pay Google for the use of the API for
that Maps but the cloud Google Cloud thing that's going technical my whole point is for people
who are looking at setting up a company for the first time and they're trying to Max maximize
the traffic that they're going to get from uh from search engines onto their website Google Maps
listing are well optimized Google Maps listing is an absolute slam dunk um it's not so much relevant
for e-commerce companies but for anyone out there who is looking for a lead gen company or a service
provider company or going back to episodes past a photographer in Duo for example someone goes to
Google and searches for photographer Duo you might not have a Google ad running because you don't
have the budget and your SEO might not have kicked in even if you're doing it because you know you
could be new and it takes six months for SEO to kick in but after a couple of days of setting
up a Maps listing if you've done it right you can be on page one with a Maps listing uh for
photographer Duo as an example U and you know they're not difficult it's one of those things
that I would say even a complete Noob to the industry a business owner this up for the first
time would be able to figure out go to Google search for Google my business Google Maps listings
whatever it's called These Days GBP yeah Google business places whatever it's called now is going
Google business profile it's going to be something different in six weeks because they Chang his
name so often yes um but by creating that y you can get traffic quickly y I have an older brother
who's a physiotherapist in Yorkshire in England uh and he has one and his website is not ranking
well because it's quite new and even though we're doing SEO on it it takes time to kick in when his
phone rings it rings because of the maps listing someone goes to Google and types in physio near me
and you know some people will what's the word I'm looking for gravitate towards the local listings
because they want to find a local service provider if you're looking for a pet shop barber shop a
hair salon a cinema a restaurant yeah you know anything that you're actually physically going
going to go to yeah that's usually primarily going to take the focus the maps section is going
to take Focus look any search has hundreds of maps listings um you know um available but you have
to actually click on maps in the search result to see them all yeah yeah but then there's the top
three that get the special what what's termed in the industry is the snack pack so you'll see if
you search anything near me or um anything that people generally go to like restaurants salons
Cinemas shops um bricks and morar uh that that that'll usually render like a a snackpack result
or there'll be maps in embedded in the search results page and there'll only be three listed
there yeah um that's what everyone's kind of fighting over it's a little bit more ambiguous
than your normal SEO campaign SEO you know you can pay for backlinks or acquire backlinks um you
can write blogs you can optimize your website you know your rankings are going to go up yeah Maps is
different Maps references other online directories um so there's a thing called nap or it stands for
name address phone and it's something to know it's important if you're set setting up a new business
and one of the things you're doing is listing your business in directories online yep the name
address phone number should be completely uniform across all what we call local citations opening
hours stuff like that yeah like even if you put if it's a Sydney number or location based number
if you put the in Brackets O2 then the O2 should be in brackets on your maps and on every directory
as well if you put plus 61 for a mobile number it should put plus 61 it has to be um completely um
uniform across all local citations that's one of the best ways that you can ensure that your
Maps has the best chance of coming up in that Snack Pack so if you are um talking directly
to the audience if you are looking at creating a company and you've done everything that we've
talked about in the previous episodes one thing that you can do yourself that um I mean you can
always pay someone to do it but one thing you can do yourself is go online Google search how
to optimize a Maps listing and that will bring up Myriad blocks one that I've written myself
a couple of years ago and it will explain how to optimize it and what level of effort to put in
it it's a similar situation to seing your website the more effort you put in the better chance you
have of Google showing you up because if someone creates a Maps listing that only has you know
half an hour's worth of effort gone into it and you put lots of photographs you make sure that
like bill says that all of your information is matched across all of the other citations all
of the other directories Yellow Pages whatever it is in your area local Yellow Pages hot frog gum
tree phone books books generally um if all of that match is you do stand a good chance of appearing
on the first page of Google for the services that you provide um there's a a caveat that I would
make everyone aware of side note side note um in a small to mediumsized town this is going
to be easier right um because there's going to be fewer competitors yep so you know to show
for photographer Duo if there's only two other photographers in town then it's going to be quite
easy to get there also if you if you don't want people to know your address I know a lot of people
freaked out about putting Maps listings up because they don't want their address yeah you don't have
to do that yeah so you might not have an office space or a workshop or photographer exactly might
might work from home and you don't want people coming around there's a box you can tick to say
don't don't show my address yeah um and then the to to ex extend on that side note after to expand
on that side note caveat caveat um if you are in small towns that works um we're in a metropolitan
city of 5 million people here in Sydney if I wanted to show up for photographer Sydney in the
maps listings I just I have no chance however um if I wanted to optimize my listings for my local
suburb and say show up for photographer stra field much better chance of that happening so don't try
to bite off more than you can shw don't think oh I'm a I'm a photographer in La I can show up
in the maps listings for photographer at La no chance never going to happen not in a maybe in
a decade but get lucky not GNA happen soon yep play the game if you're a photographer in West
Hollywood say you're in West Hollywood rather than saying that you're trying to take over the
world yeah rather than say I service all of like the states let's see how much traffic I can get
back exactly and the local area thing that's what Maps is for people in your local area looking
for your services as a local service provider y years ago Google used to say that two-thirds of
all searches on Google were for local services I don't know if that's still the same but once upon
a time that's what they used to say cool um so a Maps listing is an absolute slam dunk and there'll
be we haven't even touched on social media yet well we should go into it on the broad Strokes
okay social media is a platform where you can advertise um man I feel like we should be doing
we we really need to give this and we're going to do an episode on each of these um we yeah this is
supposed to be an intro to each one social media is a mammoth because it encompasses multiple
platforms generally and traditionally uh you know with a loose um use of the term traditional
but uh social media has been The Meta what's now called The Meta platform it means Facebook and in
stagram pretty much inside that that meta platform you've got Instagram and other placements like
uh messenger ads audience networks ads it comes up in all sorts of different places but if you're
basically on Facebook or Instagram you your ads your ads can be seen pretty much anywhere in
there stories news feeds let me take this from a different angle so the first two that we talked
about Google ads and SEO um if you can get traffic from those including the maps listing in the SEO
if you can get traffic from those it's high intent traffic because someone's gone to Google and typed
in your service or your product or whatever it is they've gone looking for you with social media and
not opening this kind of worms until we get to the proper social media episode with social media
your adverts don't have that level of intent no they they're you're interrupting people
yeah you're you're trying to put an advert into their feed Y and you might do that based
on certain parameters for example if you are selling a campaign that we work on at the moment
I won't name the company but they sell Activity Days MH um and it's always things like archery
or shooting or driver Formula One C or something like that um we don't on social media very small
amount of our budget is spent on Advertising to men The Lion Share of that budget is pushed into
the feed of women who we have identified to be over a certain age and quite likely to be married
and we advertise a thing that says buy this for your husband's birthday now that's only going to
work at a certain time of year when it's coming up toward WS a husband's birthday but then if we can
into sh with that person at the right moment when a wife is considering what to buy a husband for
a birthday if you can show an advert that says go quad biking that works and you just have to find
the Right audience at the right time if you're a photographer in a small town and you're trying
to figure about what's going to have the best return on investment advertising on social media
is probably not where you want to start spending your money in the beginning because you're going
to have to try to intersect with people at the right moment at the right time find the right
person unless it's waiting photography it could potentially work and I've seen it work well for
you can Target people who recently got engaged um well I was going to go into there are some there
are some unique circumstances where it would work but I agree with you Gary that you'd be better off
just having a Google ad come up at the top yeah um saying wedding photography for someone who's
actually searching for wedding photographer that's right yeah mean social media absolutely has its
place y SEO has its place Google ANS has its place y um it's just a case of if we're talking to our
audience the audience we believe a consuming this podcast hopefully there are people who are in the
market to open a business they're thinking about doing that and they want to know what steps to
take does it work the same as Google ads Gary is there a daily budget there is um there's different
ways of doing it but you would spend a certain amount of money per day per click again it depends
on what you want to achieve yep so you might advertise uh based on the number of Impressions
you want to serve which I think they make you do that at the start right um when you first start a
faceball campaign um you have to pay per thousand Impressions right they don't give you a choice
once I think you've got got over a certain amount of Impressions they'll let you bid for clicks you
can also bid for engagements as well y so with social media uh like Google ad sends traffic to
your website SEO sends traffic to your website on social media platforms like LinkedIn or Facebook
or whatever you don't have to send traffic to your website so there's a caveat coming up um but you
can just run an advert in someone's Facebook feed it says would you like more information about
activity days for your husband's birthday and they can fill out the form and then that company
would resp they don't go to your website fill out the form they fill it out on Facebook yeah so the
C up to social media advertising is that you can do it without a website which again like this is
always nuanced there's different angles this the things we're talking about are not simple and
we're doing our best to simplify them down so of a so why would why would a business go on
social media rather than Google ads it would depend on the service that they're offering yep
okay so let's say I receive an inquiry um and it's a new restaurant yes um and to simplify things
they're in a small to mediumsized town right um if they're in an Italian restaurant I would you
know that's the sort of thing that you might just want to broadcast you know if people go to Google
and type in Italian restaurant near me Great you absolutely want to show up but if it's just a
case of getting bums on seat in your restaurant on opening night you might want to go and say okay
well we're in Billings Montana we're opening this Italian restaurant we want to throw a blanket
over the whole town and for the next three weeks we want to advertise that this restaurant will be
opening on Friday night and there's going to be a bouncy castle there's going to be balloons
there's going to be clowns for the kids it's going to be a fun day come down that might be the
sort of advert you would run on social media you geographically Target social media campaigns right
yeah exactly you could just like I said throw a blanket when I say throw a blanket I mean throw
you basically Geo Target the town and say I want people in this town to see this advert because
it's going to be relevant for them yes yeah um you wouldn't do that for a wedding photographer
yep because 99 % of your audience probably more than 99% of your audience married already been
married twice yeah they're not looking for a wedding photography at the moment yeah so um
more you'd have more look advertising a divorce lawyer social media sad but true um yeah look I
think that also something I've heard people say time and time again is that um their customers
aren't on Facebook or their customers aren't on Instagram or on you know social media sorry
I've got a frog in my throat um that's not true it's not even close to True your customers
uh everyone's on social media pretty much my my 92y old grandfather's on social media you know
what I mean there's people are on social media everyone's on it in fact even to the degree that
I've found we have in the past and are um running Tik Tok ads for uh ourselves and for clients um
and when we run campaigns for us um I've spoken to 60 65y old um CEOs M of of uh multinational
tens of millions of dollar turnover companies um that um that saw our ad on Tik Tok yeah right so
so you'd be surprised there's a the the fact to point out here is the perception fallacy yep
so just because the owner of the company who is setting up this company just because they may
not be online or because they only use Instagram rather than Facebook just because you only use
one platform doesn't mean your audience only uses one platform and especially going back
to the Italian restaurant example who is a a great case for running social rather than Google
and SEO um just because if you're opening that Italian restaurant just because you only use
Tik Tok doesn't mean that the people who would come down to your restaurant don't use Facebook so
you should absolutely what's it called perception perception fallacy fallacy right yeah so that's
just the way I see things so I believe that's how everybody sees things yeah yeah cool um okay
so uh that's an outline how social media Works uh as an ads platform it has its place and time y uh
remarketing is we'll just cover this one in Cliff Notes yep because it happens across the whole of
the digital marketing ecosphere y everybody knows what it is once we explain it it will have
happened to everyone yes you go on a website you look at flights from Sydney to Jakarta H
and then 10 minutes later you're on another website and you see adverts from for flights from
Sydney to Jakarta the that company has placed a cookie on your device on your laptop your phone
whatever and they have said that this person was interested enough to visit our website so I want
to keep showing them adverts and uh in certain circumstances let's say I'll run for a few the
photographer trying to do wedding photography um if someone's engaged in getting married and you've
got them through to your website with Google ads you absolutely want to keep talking to them with
remarketing because they're still getting married and maybe they haven't booked anyone yet yes so
you might remarket to that person for a couple of months yes right um if someone's looking for an
electrician in strathfield you would still want to remarket to them but maybe only for four
or five days because once you've looked for the electrician if you haven't booked one you're
not going to book one and if you have booked one they've booked someone else I'm a big believer
in remarketing Gary yeah I think it's a powerful thing if you if you can imagine being able to do
this imagine being able to say I want to run a TV advertisement selling vacuum cleaners yep right
and then 6 months later you come back and say right I want to run another TV advertisement
but I only want people who were interested in my vacuum cleaners the first time I ran these ads
yeah um who haven't yet bought a vacuum cleaner to see these ads again right that's what you can do
with digital marketing that's what remarketing is and then you can segment it down and say I want to
show an advert to women and an advert to or I want to I want to retarget people who bought a vacuum
cleaner three months ago and are going to need new vacuum cleaner bags yeah right so so I want to run
bag ads to them so it's it's um it's a very very powerful component to digital marketing I think
yeah kuu is in the window hi kuu oh he needs my attention he always needs my attention he always
wants something does he love kchu all right cool that's it that's a wrap recap of what we just
talked about uh we touched on the difference between or at least the basics behind Google ads
SEO Maps social social media and remarketing yeah um reach out to us in the comments if you want you
got any questions um our next episode coming up is a deep dive into Google ads we're going to get
more technical yeah we're going to describe in more detail the difference between campaigns that
work and campaigns that don't yeah um and further equip you and Empower you to make the right
decisions with your business and how to spot if you are going to run it yourself how to run it uh
and if you're going to get someone else to run it how to spot a liar who doesn't know what they're
doing uh and how to trust what Google says yeah right that's that's an important one these days
yeah it is cool thanks guys hope this uh helps and um look forward to seeing you on the next episode
yeah yeah uh by all means uh request any requests that you've got we'd love to hear them any
requests send us any requests say the same word twice you send us no um like comment subscribe
yeah like comment subscribe and all that byebye bye
