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EXECUTION Paid Traffic For Creatives

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Nicoknowsbest

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Around a year ago, I quit my job and embarked on the journey of a graphic design freelancer with the idea of moving further along the sliding scale:

intern > employee > freelancer > consultant > services > products

After a rough start and a sudden take-off, the summer break has shaken up my revenues a bit and I started looking for ways to create consistent streams of outbound leads.

One of these ways I chose is paid traffic.

I'll document my journey along the way while I'll be moving through different sources of traffic, so you can learn with me - if you choose to do so.

Happy learning!
 

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Nicoknowsbest

Nicoknowsbest

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Chapter 1: AdWords.

I was lucky enough to be a beta tester for @Andy Black's Marketplace - Andy's AdWords Course - Get found by the people already looking for you. Whizzing through the course within half a day, my fingers were itchy to get going.

I held myself back for quite a while, because I made a promise to myself to not dive into technical skills anymore, but that's another story.

Week 01, W/C 31-Jul-17
I launched two initial campaigns on the 31. of July. Two days later, I had my first call from AdWords. Let's dive into it:

Goal
My initial goal was to put my newly gained AdWords knowledge to the test and see if I could generate leads for myself. If this experiment went well, I was thinking to add AdWords to my service offer. But, first things first.

Insight
I'm a graphic design freelancer covering all sorts of services within the industry, based in Vienna, Austria. Living and working in the capital can be good for the volume of my impressions, but it could also mean I'd have to compete with a lot of competition for top ad positions, resulting in high average costs per click (CPC). Let's see.

Campaign 1
Within this campaign, I am bidding on my (brand) name. I set this up to catch everybody who happens to type my name into Google. Spend should be low, since there is no competition bidding on my keywords (brand- & personal name) - at least not locally.

Campaign 2
I opened Excel and wrote down my initial 16 keyword seeds (to use Andy's words) I wanted to bid on. These keyword seeds were names for professions and products within the industry.

For example:
  • graphic designer vienna
  • brochure designer vienna

I used Google's Keyword Planner to check if my assumptions were realistic. I then went ahead and defined 9 locations I wanted to cover. Combining these two keyword seeds <profession> and <location>, I came up with 144 permutations. It took me around half a day to create ad groups and the according ads for each of those 144 permutations. I then went ahead and prevented my spend from running away by setting up a shared daily budget of €5 per day. I scheduled my ads to be shown from Monday to Saturday, 8 am to 8 pm. I was targeting small business owners locally and assumed these were the times they'd be in the office actively looking for people like me.

While I didn't bother writing the perfect ad copy (I wanted to get some results as quickly as possible), I increased the real estate of my ads on the SERP by adding the following ad extensions:
  • Sitelinks: I link to various sections on my landing page - directly from the ad.
  • Callout: I added keywords I thought would increase the chances of somebody clicking on my ad, such as features of my offer.
  • Structured snippets: I used these to already show all my services within the ad.
  • Call extensions: I added my phone number (I got one specifically dedicated to AdWords) to be integrated into the ad as well.

Results
Getting my first call after my first 8 clicks build up a lot of expectation. Let's see what the data says:

Week-01.png

  • Only 13 out of 144 keywords were getting impressions.
  • Only 7 out of 13 keywords were getting clicks.
  • The top keyword in terms of impressions was shown 4 times as much as the one with the second highest impression count.
  • Because of my short head campaigns, the average CPC (cost per click) was relatively low, yet higher than I'd expected.
  • For the same reason, the CTRs (click through rate) were relatively high for a start.
  • The average position for my top performing keywords was quite high - which means that looking at my average CPC, it's not that expensive to be shown among the top search results.
  • The search impression share tells me that my ads were shown around 8 times out of 10 (on average) - not bad either.
  • Oh, and I had my first call.

Key lessons learned:
  • A keyword can consist of various seeds ( © @Andy Black)
  • What people type into Google is not a keyword, but a search term
  • A search term might trigger some of your keywords at the same time
  • Multiplying seeds leaves you with permutations of your keywords
  • You'd want to generate a separate ad group for each permutation, so you can analyze and compare the data collected
  • Adding negatives such as "design" helps save money on people looking for information about the design process itself, such as students.
  • Patience is key. After 5 clicks I already thought my funnel is broken and my website sucks, since nobody called.
  • I wanted to go global and start showing my ads around the globe. I received the advice to start local, and figure this out first. What's the use of trying to sell logos to somebody in Chicago if I cannot sell to people right around the corner?
  • The industry I am in is a bit more competitive and difficult, compared to "emergency electricians" for instance. People tend to shop around more, take more time and try to really make a conscious decision. This means that everything within the funnel had to be point on, from the ad copy to the landing page graphics.
  • The power of speed. Instead of fiddling around on my landing page, I buried my ego under a stack of paper on my desk and just decided to send people to a less than optimal landing page. Why? Well, I could spend weeks trying to design a landing page for what I *THINK* people might be looking for. Or I could simply buy some data and act accordingly.
  • Average ads also produce clicks.
  • A less than optimal landing page also produces calls.

Conclusion & Future Plans:
  • Based on the search terms people typed into Google, I can see what they are looking for.
  • Based on that, I'd build out the according landing pages and optimize ad copy.
  • This saves a lot of time and money you otherwise would have invested into building stuff nobody is looking for.
  • Once the first results trickle in, I'd also go look at the competition.
  • Oh, and obviously I don't have much of a brand yet:
Week-01-branded.png

>> Up next: Chapter 1, Week 02, W/C 7-Aug-17
 
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Nicoknowsbest

Nicoknowsbest

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Chapter 1: AdWords.

Week 02, W/C 7-Aug-17


To collect more data, I didn't change a thing going into the second week. I left my two initial campaigns untouched and worked away on my clients' projects.

What happened with the prospect from last week?

I talked to him on the phone and followed up with an offer for what he was looking for by email. I called him after a few days to see what he thought. Since he was starting out himself, he didn't have any more to invest into me. I suggested to help him at a much lower rate, but he backed out. We walked away on good terms though. The interesting fact was that he recently founded his own business and knew a little bit about my industry - let's see which characteristics the next lead that comes through shows.

Let's check the data for that week:

Week-2.png

Remember, I launched on Tuesday the week before, so we are looking at 1.5 more days of data:
  • My CTR (click-through-rate) increased by not even 1%. I know this could be much better, but I am still in the data buying phase - I'll take care of well written ads later, once I drilled down and found "oil".
  • My average CPC (cost-per-click) fell by €0.07
  • My average position improved slightly
  • I lost around 15% of impression share. Now, that's bad. This means that Google classified my ads as not relevant enough to be shown more often, hence make them more money by more people clicking on them.
  • I was a bit surprised that I was able to maintain my average position despite losing out on impression share overall - I kept that in mind for the week after.
  • These are the 9 top performing keywords among my 144. We can again see that the one one top has nearly 6 times as many impressions as the one in position number two, but the CTR is significantly higher for the second.
  • No call or email this week.
With the help of @Andy Black, I created a spreadsheet to keep track of my weekly results:

Overview.png
(I blurred out future data that is not relevant for this week for now)

Key lessons learned:
  • It seems like Google initially gave me a bit more impression share to see how people would react to my ads. Since my CTR is not high, they decided to show me less often. This is fine for now, I only want to know what people are looking for and how often they do it.
  • I was hoping to get a clear picture for a few of the keywords I loaded up. For now, the ones performing best are very generic keywords that are quite competitive and therefore have a relatively high CPC (cost-per-click) for me at this point of time.
  • The overall volume seems a bit low.
  • The order of the keywords doesn't matter, if modified broad match is used.
  • I was looking at some competitors' ads. Definitely beatable.
  • Despite talking to some people and performing well, according to my clients, the branded search is still as quiet as it gets. Seems like nobody is looking for me yet. Time to change that!

>> Up next: Chapter 1, Week 03 & 4, W/C 14-Aug-17 & W/C 21-Aug-17
 

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Nicoknowsbest

Nicoknowsbest

Gold Contributor
Read Millionaire Fastlane
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Austria
Chapter 1: AdWords.

Week 03 & 04, W/C 14-Aug-17 & W/C 21-Aug-17


Again, I left the campaigns untouched and gave it another try.

Here's the data for week 3:

WC-14.png

  • The stats look nearly identical to the previous week
  • Slightly worse average position, slightly higher average CPC, but roughly 10% more impression share again

In week 4, on Monday, I paused the campaigns in the afternoon to look at the data and think about my next steps:

WC-21.png

Key insights:
  • I had another phone call. I missed it and called back. It was an older guy looking for somebody to help him with graphics. Interesting insight: when I called him back, he said he already talked to one of my colleagues. I work by myself, so I assume he meant that he clicked on another ad and called a competitor. He told me that this competitor was pretty short on the phone, pointed him to a website and wanted him to fill in a form. Why would you do that? You got a lead on the phone and make him fill in a form, although you know he is not very familiar with the Internet? Hmm... Makes it easier for me.
  • I took a look at the stats for my ad extensions and was surprised how many clicks came through these. 3 times as many people wanted to see my face as the ones who cared about my references. Interesting.
  • The trend of generic keywords combined with locations floating to the top got confirmed.
  • Looking at the search terms, I got some interesting insights into what people are looking for. I got three specific search terms of people looking for a very specific service in my vertical. I grabbed those and put them on the side to integrate them into my next campaigns.

Change of plans:
  • Until then, I sent my paid visitors to my landing page, which was generic as well. After analyzing the data with my mastermind team, we decided to change things up a bit. Since the keywords and search terms didn't give an indication of what people were looking for in my vertical - remember, I want to know if more people are looking for a logo than for a landing page or a brochure - we decided to add another filter. On my landing page, I gave an overview of all the services I offer on top. Under each service, I added a "read more" link. I then installed Google Analytics to track people hitting my landing page and clicking through to specific services.
  • My geo-modified campaigns (keyword+location) had very little volume. I was looking into adding more campaigns, some of them bidding on generic keywords and specific services without a location.
  • Targeting remained Austria for now.

So far, I collected some interesting insights for roughly €90:

Week-3+4.png


>> Up next: Chapter 1, Week 5, W/C 28-Aug-17
 
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Nicoknowsbest

Nicoknowsbest

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Chapter 1: AdWords.

Week 05 W/C 28-Aug-17


I didn't have campaigns running until Friday afternoon that week.

Although I only collected data three days that week, we can see that I more than doubled my impressions compared to previous weeks:
Week-5.png

Changes compared to the previous weeks:
  • My campaigns would now run 24/7.
  • I added 6 more campaigns to my initial 2, bidding on:
    • generic professions
    • specific product terms
    • online & freelance
  • I set keyword bids to €2.00 and created a shared daily budget.
  • I added more negatives
  • I added campaign specific negatives to avoid multiple campaigns picking up the same keyword and diluting the data.
  • I was sending visitors to my modified landing page with Google Analytics installed to pick up more data.
  • I built out too many permutations at first. I should have waited for some keywords to float to the top before I built campaigns based on campaigns I just launched. This way, I cannot know if it was worth building the additional campaigns - I could have saved a few hours. But hey, we are hear to live and learn :)

Key Insights:
  • I picked up a lot of impressions on the weekend. I had my initial campaigns scheduled to not run on the weekend, because I wanted to pick up companies and small businesses. Adding more generic keywords increased my impression count, but reduced my CTR.
  • I had nearly the same amount of clicks within 2.5 days like I had within 5 days the weeks earlier.
  • Despite bidding on more generic keywords, the average CPC didn't run away too far.
  • My average positioned fell, as well as my impression share. This means I am not relevant enough for the generic keywords I am bidding on. Curious to find out what people are looking for on my landing page to be able to pick up generic keywords by writing relevant ad copy.
  • I had my 3rd call. Again somebody who wanted to start a supplement brand and needed a logo as well as a brand for it. I wrote a proposal for him and sent it. After that, I was on the phone with him for an hour, but cut the rope, because he haggled with me on price for 45 minutes and I just realized that we wouldn't be a good fit, since he didn't see the value in what I was doing. Well, Sales is a screening process...
  • The service specified campaigns brought a clear winner to the surface.
  • This finding correlates with my Google Analytics data collected on my website from people clicking on certain services.
I showcase my offering divided into 6 service areas on my landing page. I added ">> Learn More" links and tracked everybody clicking on one of them:
LP.png

I didn't bother setting up a proper page behind those links. I wanted to collect data fast, so I added a static image with my contact data for visitors to land on:

LP-detail.png

Much more data to work with:

Overview-5.png

Slowly, I am able to draw some conclusions from my insights.

It seems like I'll be able to add my newly gained AdWords skill to my offering and combine it with my initial high-ground. This would set me further apart from the competition - and it opened up a few completely new verticals for me.

>> Up next: Chapter 1, Week 6, W/C 04-Sep-17
 

masterpuff

New Contributor
Jul 12, 2012
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9
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Chapter 1: AdWords.

Week 03 & 04, W/C 14-Aug-17 & W/C 21-Aug-17


Again, I left the campaigns untouched and gave it another try.

Here's the data for week 3:

View attachment 16344

  • The stats look nearly identical to the previous week
  • Slightly worse average position, slightly higher average CPC, but roughly 10% more impression share again

In week 4, on Monday, I paused the campaigns in the afternoon to look at the data and think about my next steps:

View attachment 16345

Key insights:
  • I had another phone call. I missed it and called back. It was an older guy looking for somebody to help him with graphics. Interesting insight: when I called him back, he said he already talked to one of my colleagues. I work by myself, so I assume he meant that he clicked on another ad and called a competitor. He told me that this competitor was pretty short on the phone, pointed him to a website and wanted him to fill in a form. Why would you do that? You got a lead on the phone and make him fill in a form, although you know he is not very familiar with the Internet? Hmm... Makes it easier for me.
  • I took a look at the stats for my ad extensions and was surprised how many clicks came through these. 3 times as many people wanted to see my face as the ones who cared about my references. Interesting.
  • The trend of generic keywords combined with locations floating to the top got confirmed.
  • Looking at the search terms, I got some interesting insights into what people are looking for. I got three specific search terms of people looking for a very specific service in my vertical. I grabbed those and put them on the side to integrate them into my next campaigns.

Change of plans:
  • Until then, I sent my paid visitors to my landing page, which was generic as well. After analyzing the data with my mastermind team, we decided to change things up a bit. Since the keywords and search terms didn't give an indication of what people were looking for in my vertical - remember, I want to know if more people are looking for a logo than for a landing page or a brochure - we decided to add another filter. On my landing page, I gave an overview of all the services I offer on top. Under each service, I added a "read more" link. I then installed Google Analytics to track people hitting my landing page and clicking through to specific services.
  • My geo-modified campaigns (keyword+location) had very little volume. I was looking into adding more campaigns, some of them bidding on generic keywords and specific services without a location.
  • Targeting remained Austria for now.

So far, I collected some interesting insights for roughly €90:

View attachment 16346


>> Up next: Chapter 1, Week 5, W/C 28-Aug-17
You can install Hotjar to create heatmaps and record user interaction like a video. The free plan works great if you don't have a lot of traffic to your landing page. I use it and I like it very much. You should give it a try.

Trimis de pe al meu LG-D802 folosind Tapatalk
 

ExcelGuy

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Chapter 1: AdWords.

I was lucky enough to be a beta tester for @Andy Black's Marketplace - Andy's AdWords Course - Get found by the people already looking for you. Whizzing through the course within half a day, my fingers were itchy to get going.

I held myself back for quite a while, because I made a promise to myself to not dive into technical skills anymore, but that's another story.

Week 01, W/C 31-Jul-17
I launched two initial campaigns on the 31. of July. Two days later, I had my first call from AdWords. Let's dive into it:

Goal
My initial goal was to put my newly gained AdWords knowledge to the test and see if I could generate leads for myself. If this experiment went well, I was thinking to add AdWords to my service offer. But, first things first.

Insight
I'm a graphic design freelancer covering all sorts of services within the industry, based in Vienna, Austria. Living and working in the capital can be good for the volume of my impressions, but it could also mean I'd have to compete with a lot of competition for top ad positions, resulting in high average costs per click (CPC). Let's see.

Campaign 1
Within this campaign, I am bidding on my (brand) name. I set this up to catch everybody who happens to type my name into Google. Spend should be low, since there is no competition bidding on my keywords (brand- & personal name) - at least not locally.

Campaign 2
I opened Excel and wrote down my initial 16 keyword seeds (to use Andy's words) I wanted to bid on. These keyword seeds were names for professions and products within the industry.

For example:
  • graphic designer vienna
  • brochure designer ...


  • This is really great stuff. I started going thru some of Andy's stuff and did a short run, cheap campaign on a specific set of keywords. Not near as high a click thru rate but I'm getting ready to really look at it indepth and test another set.

    Cheers and thanks.
 
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Nicoknowsbest

Nicoknowsbest

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You can install Hotjar to create heatmaps and record user interaction like a video. The free plan works great if you don't have a lot of traffic to your landing page. I use it and I like it very much. You should give it a try.
Thanks for the tip @masterpuff. I looked into it - great stuff. I'll most probably go ahead and have it run on my dedicated landing pages to fine tune the page (and the offer).

Will report back how this affects the overall process.


This is really great stuff. I started going thru some of Andy's stuff and did a short run, cheap campaign on a specific set of keywords. Not near as high a click thru rate but I'm getting ready to really look at it indepth and test another set.

Cheers and thanks.
Thanks @ExcelGuy! As @Andy Black always points out, the best way to learn is to get some skin in the game. Don't worry about the CTR for now - mine is terrible too. I'm in the process of buying data and will fine tune the funnel (search term, ad, landing page) including copy later on.

Looking at your name, I guess you are an MS Excel guy? How has this helped you so far?
 
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Nicoknowsbest

Nicoknowsbest

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Why am I doing this?

It's been almost a year that I have started being a freelancer. After a bumpy start and a quick take-off, work coming from in-bound leads has dried up a little over the summer. It seems like the network I have is saturated for now, and if I tell my network one more time that I can help them with design, they'll blacklist my contact. Joking aside, I am constantly meeting new people and growing my personal network - this takes time though.

Meanwhile, I decided to look at out-bound lead gen strategies. While AdWords generated some leads so far, it helped me refine my offer. Until now, I have been known as the graphic design guy, doing everything - from print, to digital, from logos, to user interfaces - anything, really. While that sounds great, it actually is a problem. It makes me hard to refer and I have a hard time selling myself. Furthermore, since freelancing is only a stepping stone on my journey to something bigger, doing a variety of projects all the time means that I cannot build re-usable assets and processes.

After dipping my toes into AdWords, I not only have another skill to offer to my market, I can also send relevant visitors to my web presence.

But more importantly, AdWords gave me an insight into...

...WHAT people are actually looking for.

...HOW people are looking for it (which search terms they use, which keywords get triggered the most etc.)

If I compare that to my approach at the moment, I have been doing things wrong. I am currently working on some quick changes to increase my chances of success. I reduced my service offer and re-branded myself. Once the landing page is ready, I'll see if I can convert cold visitors.
 

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I reduced my service offer and re-branded myself. Once the landing page is ready, I'll see if I can convert cold visitors.
And do another round of diesel and coffee? (Telling people you already know what you're doing...)
 
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Nicoknowsbest

Nicoknowsbest

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And do another round of diesel and coffee? (Telling people you already know what you're doing...)
Definitely Andy.

I'm trying to get into a continuous cycle of doing (50% of my time) and talking about it (the other 50% of my time).

I changed up my daily routine from 90% client work, 10% email writing and prospecting to 50%/50%.

I am currently trying to find the right channel and balance when it comes to publishing content that helps people.
 

masterpuff

New Contributor
Jul 12, 2012
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If you really want to spend some money on paid ads I got this suggestion from one of my LinkedIn connections that sounds interesting:

"Oh, check out the FB Group 'Facebook Ad Buyers' and look up a method called carpet bombing.

To summarize: Carpet Bombing is the best technique which is simultaneously the most affordable and high yield for local service-based businesses. Essentially blast out a 30sec-1min long portfolio video to everyone in the region (unspecified demographic). These are what are called cheap 'Penny Ads'.

Tag anyone who watches 75%+ of the conversion optimized portfolio video. These are now your demographic with proven, preselected interest. A perfect custom audience. Start retargeting and conversion ads on these folks.

Sure to get returns. We typically see numbers starting at 250%+. The key is to constantly be split testing and optimizing everything. This will move the ROI up considerably over time. We've seen numbers over 1000%+ The sooner you get started the better essentially.

You're also going to want to create a Facebook Page for clients social proof and to maintain long-term relationships with your clientele. A chatbot on this page will also engage with people who are tentative, inform everyone about your company and bring in more conversions.

Expect an initial budget of $750. Usually, way less, it just depends on the volume you're targeting. Good Luck."


Probably someone more skilled in FB Ads from this forum will tell us if anything presented make sense.

BTW, I have been accepted in the suggested group a few mins ago and will take a look what they are talking about there.
 
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Nicoknowsbest

Nicoknowsbest

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Thanks for the insight @masterpuff!

I am in that group as well and will go look for this now.

I am sticking to AdWords for now, but as soon as I get profitable I'll move over to Facebook.
 

ExcelGuy

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Looking at your name, I guess you are an MS Excel guy? How has this helped you so far?
It hasn't. My username was chosen because I got tired of thinking of yet another username [emoji2].

I started designing tshirts when I joined this forum, but I teach Excel at a university in Canada. My full time job was made redundant in Nov 2016 and now I'm working in ways to stay employed contract to contract. I feel that I can do well making online Excel courses I just have to DO it. I have lot of course development experience. .. at least with an Excel course over a long time and computer courses in general. Except I got sidetracked into making and woodworking and was having too much fun being a designer.

Applying to a Masters of Ed program to stay employed and pay bills and feed my family while I try to develop things to bring in extra money. Because I work at the university (so does my wife) the tuition will be free so it's really a win win.

If people had something they wanted out of Excel to drive their business forward I can basically build anything (including 8ng with VBA) but right now I'm dealing with life's struggles.

Sent from my SM-A500W using Tapatalk
 

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