When building out the marketing strategy for your law firm or small business, you might ask yourself if it’s worth taking the time to build out business citations and add firm to niche, relevant directories. Directory and listings management is tedious, time consuming, and can cost money. However, these listings are extremely important to maintain and build in order to get your site to rank in search engines and ultimately drive leads.
When we talk about online directories and listings, we’re talking about the many local listing websites that you might or might not be familiar with. These online directories display your business information, logo and (most of the time) link to your websites. Every online directory is different, but this is all that is normally included in a typical local listing:
There are two types of listings we are interested in: Local Citations and Niche Directories.
You probably know the names of the big local citation sites. (Yelp, YellowPages, MapQuest, Foursquare, Bing For Business, Google My Business etc.) But you are probably not familiar with the hundreds of other local business directories on the internet. (Yalwa, USCity.net, Soleo etc.) Why would you want to be on a bunch of directories that most people have never heard of? I will discuss in depth later, but in short, the more your consistent business information is listed on the web, the more trustworthy you look to the major search engines. More trust = higher rankings.
Adding your small business to directory sites that are only for businesses in your niche is also incredibly important. This is because links from these sites increases your site’s relevancy. More on relevancy later.
Every niche has its own directories. For example, Avvo, Lawyers.com, and Findlaw are some of the major directories that an attorney should be on. Angie’s List and Houzz are directories that a home improvement company or contractor would want to be listed on. Just like general local citations, there are hundreds of smaller niche citation websites that you can be added to.
A lot of businesses and business owners who have created listings in the past are all probably skeptical of them for one reason, they don’t bring in a ton of referral business. Some bring in more than others, but in large part, you are not going to be getting dozens of leads each month from these directories. So if they aren’t directly bringing in business, why should I take the time to get listed everywhere? At TSEG, we build out local business profiles to do the following:
Most of these directories send links to your website and they, for the most part, are very authoritative sites. Directories and local listings are an easy way to build up a business’s backlink profile, especially for a small business that has little to no online presence. Even though search engines don’t value these links as highly as those from a news website or authoritative blog, your backlink profile needs to be diverse, and these links do just that.
Niche Directories go a step further because they are not only adding authority to your site but they are also adding in relevancy. For an attorney site, a link from Lawyers.com is much more valuable than a link from a home improvement site because it is more relevant. Google and the other search engines look at the types of sites that are linking to you in order to decide how to rank you.
Majestic has an online tool where you can check the category of your incoming links. (Majestic is a paid online SEO tool, but there is a free trial if you want to try out on your site.) This is an example of the backlink profile for one of our attorney websites:
Over 93% of his incoming links are “Law” related. This is an impressive relevance percentage and should cause no confusion for Google as to what kind of keywords they should be showing for. Having a variety of other types of sites linking to you is good and natural, however, the majority of your links should be relevant to your niche.
Link building is one of the most difficult tasks when it comes to SEO, but directory links are very straightforward to build and you can do it in bulk if you have the correct online listing management tool.
Having a consistent business profile across the internet is very important for local Google Maps rankings. If you are struggling to get into the maps, but your site is ranking highly otherwise, you might want to audit your business information for consistency across all of your listings. If you would like to check your business information, we invite you to use our free tool.
Having a consistent online business profile sends good, what we call, “local signals” to Google. This means Google is confident that you are where you say you are. Google and other search engines will avoid ranking your listing in the highest map placements if they aren’t sure you are actually located there.
Having control of these online listings additionally gives you the preparation needed in case any of your business information changes. If your business changes it’s closing time, you want that to be reflected across the web. A customer showing up to your place of business after it has closed can hurt your reputation.
Earlier, we discussed that many business owners have not put much effort into expensive online directories because a lot of them don’t drive leads. However, the top niche directories and local listing sites can generate leads for your business.
If you are wondering which directories you should join to generate more leads, simply search your keyword into a search engine.
For the search “Dallas personal injury lawyer”, four of the top seven organic results are attorney directories (Super Lawyers, Justia, FindLaw and Avvo) and another one is a general directory for businesses (Expertise). If you are wanting your business to “cut” the line and be visible on the first page, then you should probably add yourself to these directories.
Now, to be listed at the top of those individual directories is a different story. Most of those sites make you pay for a “premium placement” or “top spot.” Prices vary, but this is not cheap. In my mind this falls more in the category of paid search, not SEO, since the results are not permanent.
Regardless, being on these directories increases your visibility, especially if you are a business that is having trouble showing up in the Search Engine Results.
This is the smallest benefit of these directories for SEO, however, it does not make it insignificant.
The first step to building out directories is figuring out which directories you are already on. The tool linked above can help with that.
Then it’s just about finding all of the sites you want to be added to and manually adding yourself. There are also citation services where you can get listed in many places at once.
The easiest approach to setting up directories, though, is to have your digital marketing team help you out. They likely already have a list of sites they can add you to, as well as the tools needed to manage all of these listings.
Many local listings are free. Yelp, YP.com, and Google My Business are all free. The directories that cost money are most likely going to be your premium niche directories. The costs vary for all of them and many require you to be in contact with a rep that can get you a quote. Some directories will charge you monthly and others require you to pay the year upfront. This is an important factor to keep in mind when setting up directories and budgeting.
The short answer is yes. Every location you want to appear map rankings should be added to every directory you can. For the paid directories, this will most likely be an extra cost, but it depends on the site.
If you are not worried about local SEO, then you may not want to set up profiles for your extra locations on the paid directories. There is a law of diminishing returns for links from the same domain. The extra links from a site are probably not worth the cost if you are not worried about local rankings.
First, you want to decide on a yearly budget for directories. Every company is different. A good rule is you should be spending at least as much as your competitors are. Once you have a budget, you need to prioritize the directories. A number of factors can go into this, including:
Your digital marketing team should be able to audit the value of each directory that you use and recommend which directories you should leverage with your budget.
TSEG can help you with your listings management needs, including:
This is just part of how TSEG can help your small business. To learn more about our SEO and Web design services, contact our team.
Getting an online review from one of your law firm’s clients can make all of your hard work feel like it was worth it. Getting detailed, thoughtful testimonials for others to see is top tier word-of-mouth advertising since the review will stay up on your profile forever.
But what are potential clients really looking for in your reviews? Thanks to a recent study featured by Search Engine Land and conducted by Womply, we now have insights and correlations from over 200,000 small business’ reviews and revenues to help answer this question.
The results of the study support claims that a 5-star rating can actually turn away online customers for a few reasons. Firstly, a perfect star rating can be achieved with very few reviews. A low number of reviews and a high rating indicates a new and less established business. Internet users are also aware of cheap seo tricks out there that involve buying fake reviews to give a business a false appearance of being more established.
More interestingly, the study finds that the “sweet spot” for online reviews is 3.5 to 4.5 stars. This range is where the 200,000 small business analyzed were earning the most revenue. Womply goes as far as encouraging the use of negative reviews to achieve a healthy mix of review scores. To be more exact, businesses with 15-30% negative comments earned more revenue than the study’s average. Think about that ratio the next time a negative review blesses your profile.
However, the range from 3 to 4.5 star ratings is where 80% of business are, and when similar scores are seen across the board, online shoppers will likely use other criteria as a basis for comparison. Increasing your law firm’s Local SEO is a great starting-point, but having a strategic, data-driven approach to all of your digital marketing gives you the competitive advantage on all fronts.
Are you an aggressive law firm? Do you want to dominate your market? We may be available in yours. Schedule a call to talk about how TSEG can help your law firm grow.
If you could pay Google “X” dollars per month to put your website in that highly-competitive first spot for every search, you would do it. The value of that top-ranked spot, not the amount of work that goes into getting there, is what matters to your business. That being said, there is no one we know at Google that we can pay to get you to the top spot. At the end of the day, all that matters are the results you get from your SEO provider, and we have to work our butts off to move you up the organic search rankings.
Every one of our clients wants to know exactly what they are paying us for on a monthly basis, and our answer will always be “whatever it takes to improve your rankings.” We know if we were at the other end of the call we would say that answer is b.s. However, it is not. There was a time that just filling in meta information could put a webpage at the top. Then tons of links with exact match anchor text, then lots of useless content, then interlinking all your clients, etc, etc, etc. Google changes all the time, so what we need to do to move sites changes all the time as well.
You evaluate your SEO company on your positions and if your “quality” traffic trends up. If you are not getting more cases, you need to work with your digital marketing company to see if you are getting the types of leads you want. You should have working relationship that allows you to promote/SEO the right practice areas to drive the right leads.
The last piece of the puzzle is the uncomfortable piece. Sometimes, it is our clients’ intake departments and processes that are failing. If we work together, we can actually monitor client intake for you, and will help you if necessary. We recently went out to a client’s office to help them with intake. The firm’s close percentage improved by 15% after our weeklong, intensive training. To us, this is what true partners (not vendors like the soda machine filler) do for each other. We do whatever it takes to help our clients succeed. We are your partner in every part of the equation.
SEO companies have specialized experienced helping businesses rank on search engines. SEO experts know what it takes to help bring your website more organic traffic through search engines. An SEO company employs specialists in different areas of search engine optimization, providing a range of services, including developing a customized SEO strategy, auditing your site, and implementing the methods that will help your company reach its goals.
Natural search engine optimization requires time to build sustained traffic-producing outcomes. Once your website has reached the top of Google’s results, you can expect more consistent traffic – and visitors who stay on your site longer – as long as your SEO efforts are maintained.
By targeting the correct keywords on your website and providing value once a visitor lands on it, you can expect quality conversions and a significant amount of inquiries from your target market. The amount of inquiries is directly correlated to how highly your website ranks. An average web user will not go past the first five listings on a search engine results page. This shows how important it is to be in those top spots for your market, and why having an SEO provider gives you an edge over the competition.
SEO is important because of the quality, not just quantity, of your visitors. It helps people who are looking for exactly what you have to offer find you. You want to convey a greater sense of trust for your website and your company – SEO helps you do just that.
When you hire an SEO company, you’re paying them to improve your site by analyzing rankings, tracking conversions, and testing organic/paid traffic. After gathering the data, the SEO experts will refine and retarget their strategy for the best results.
The bottom line is that increased rankings contribute to more traffic, which then leads to more conversions/customers, which ultimately brings in more revenue for your company. Remember that SEO can take some time, but in the long run it will be worth it, as your return on investment will skyrocket.
If you are skeptical to try it out, ask one of the top five ranked companies on Google and see if they feel like the money they are paying for SEO is working or not.
Ready to get started with SEO? Call The Search Engine Guys at (512) 394-7234 or reach out to us online to get in touch with a member of our team.
The Search Engine Guys have been awarded a 2019 Austin City Excellence Award by UpCity. Out of 465 marketing service providers in Austin, we were selected as one of the top 20 based on our UpCity Rating, which measures digital recommendability by reviews, search score, domain authority and more.
As one of UpCity’s top 20 Marketing Service Providers in Austin, we’re able to cut through the noise, standout and create trust with prospective buyers. It’s an honor for us to be represented on the City Excellence Award List.
The infographic below goes more into detail on what makes a great agency in Austin and stats that highlight Austin as a marketing hub in North America.
UpCity helps businesses find marketing providers they can trust. The UpCity Marketplace creates and empowers successful relationships between businesses and marketing service providers. We provide transparency and insights to dramatically improve the marketing partner selection and purchase experience. Over 225,000 businesses visit UpCity each month seeking marketing services from over 33,000 providers in over 600 cities in North America. UpCity helps partners in the marketplace grow their business and build their digital recommendability. (Heidi Sullivan, SVP Product & Marketing, UpCity).
by Ryne Goertz
Unless I receive a direct referral from a happy client, most of the prospective clients I discuss digital marketing strategies with are also talking to other potential digital companies, as they are looking for the perfect fit to help their business reach peak performance. During these conversations, it always seems like marketing companies are pulling the prospect in different directions, “You need to be only doing Pay-per-Click”, “You need a new website”, “For this type of campaign, you should really be focusing on Facebook Ads”, etc. So who is right? Who is wrong? How do you differentiate between all of the different website and digital agencies when you are being pulled in so many directions? How do you know you’re making the right move?
Here are four key factors you should be asking your website company about that can best help determine where you are on the map and how to achieve business goals:
In the past year, Google has updated its algorithm to start penalizing websites for how fast (or slow) they load or function on mobile devices. This can be a driving force in mobile rankings as well as help overall Google Ad Quality Scores. Google has a developers tool called Page Speed Insights. Plug in your website url in its entirety to get an accurate reading. For ex: Plug in “https://www.williamskherkher.com/” not just “www.williamskherkher.com”. If your website isn’t where you want it to be, ask your current company to look into the issues raised by the Page Speed Insights tool and make the necessary changes.
Your PPC campaign can get expensive really quickly. Before you agree to an SEO company telling you to spend “X” amount, have them send you over a PPC forecast showing the amount of money it would take to be competitive. Google Ad’s forecasting tool allows companies to plug in your geographic area and search terms to determine a budget for the campaign. Based on Google’s historical data, they can predict cost, impressions, clicks, click-through-rate, cost-per-click, and how many conversions you can expect. Cost per click varies greatly per market, so it’s smart to know where your ad dollars are going and how you are allocating among keywords related to your business.
These two are tools that can help you see the activity of visitors on your website. They create what is called a “heatmap” that tracks how far down visitors are going on your page as well as where they are clicking. If your website is having trouble converting visitors, this tool could find the problem. These two are both great, however, don’t keep them on your site for long periods of time as they can tend to slow down your website speed, but one month’s worth of data could help you in the long run.
One of the things I hear the most from attorneys is that while they may be getting traffic to their site, the leads that they are getting may not be the types of cases they want to bring on. You should be tracking your leads that are coming through your site and listening to the calls or reading the contact forms/live chat transcripts (if you use one). How were they referred to your site? Are they quality leads? With these programs, you can track the keywords that were searched before the visitor landed on your page and called you. If you are repeatedly showing up for terms and getting calls that you don’t want, you should communicate that to your marketing company so they can adjust keywords and campaign strategy accordingly.
All in all, there are many different platforms that are available that can help you make an educated decision before even calling a potential marketing company. If a marketing company is just throwing out a number for you to spend without providing screen-shots of the problem and detail on their strategy to enhance your business’s performance, that is a red flag and something you should consider when choosing your digital agency. Choose an agency that knows your business, your goals, and is willing to share insight on how they will be managing your campaign. Transparency creates comfort in knowing that you are in good hands.
We love AdBlock.
If it weren’t for AdBlock, we would have to face all of those annoying, pop-up, pop-under, spammy, and obnoxious ads.
Figure 1: Remember these?
Surfing the web with ads blocked can feel like a real-life cheat code – you get away with something that you aren’t supposed to… as a consumer.
But as marketers, we must understand the impact that ad blocking software has on our work – especially when the software is literally intended to kill our digital campaigns.
Just to make sure we’re on the same page, let’s analyze how these ad blocking extensions came to be installed on nearly a quarter of global online users.
Figure 2: Ad Blocker study results from IAB
As you surf the web, you take part in an exchange with the sites you visit: their content in exchange for your payment. However, the payment is not with currency but rather with your attention, view, impression, click, etc. of the ads shown on the site.
Whether you like it or not, this ad revenue is how a large portion of websites make money. Without it, they can’t cover costs to keep the website running and keep bringing you the content you want.
Since Day 1, ad blocking software is so highly sought after because it helps alleviate symptoms arising from core internet problems.
If you’ve seen a pop-up instruct you to pay for the removal of a computer virus – then you fully understand why the concept of ad blocking software is so appealing.
In fact, 64% of people agree that ads are annoying and support the idea of ad blocking software.
On top of that, 79% of ad-blocking software users agree that their browsing experience improved with it.
These two stats make it clear that browser extensions AdBlock Plus and AdBlock have made a significant impact in the history of internet advertising, but what exactly is their impact today? And more importantly, what is their impact on your digital marketing campaigns?
Paid ads on Google are largely unaffected because Google is a member of the Acceptable Ads program. Most users unknowingly opt into this program when installing an ad blocker. But what is it?
Acceptable Ads, defined by AdBlock Plus (ABP), are “respectful, don’t interfere with content, and are clearly labeled with the word ‘advertisement’ or its equivalent.” They also follow standards set forth by the Coalition for Better Ads, a group formed by leading international trade associations and companies involved in online media.
By default, AdBlock & ABP allow the whitelisted ads to show. To disable this feature, you have to manually go into the settings and uncheck the box next to it. Or (if you don’t exit out of the welcome page as soon as you see the donation part) you’ll see that ABP actually tells you about the whitelist and even provides a link to the settings page. (See “Figure 4” below.)
“The Acceptable Ads Committee (board that controls the program) gives advertisers, such as Google, a pass to show their ads – for a fee, of course. With these gatekeepers in place, advertisers must create ads that fall in line with standards produced by the expectations of online users.”
For users that do disable the whitelist, their Google experience will be free of all search and display ads.
A Google search, with ad blocking switched to “ON” will undergo these changes: (drag slider to compare)
Check out how different websites on the display network look with
1) no ads,
2) acceptable ads, and
3) all ads.
I counted 26 ads – but ABP’s number is a whopping 78.
As a result of the Acceptable Ads whitelist, Google ads in the search and display networks remain unblocked. Not only must a user install an extension, but they also have to change additional settings. ABP cleverly adds the Acceptable Ads notice below the donation box on their welcome page (highlighted in green below). By the time users get to the donation box, they’re already opening a tab to test out the ad blocker on YouTube.
YouTube Ads are really just Google Ads run on the YouTube.com domain. The effects are similar to those observed with display ad campaigns. YouTube ads have banners that appear over the video player and in the sidebar above the queue of next videos. You can see how different the view is with and without AdBlock below.
Video ads are also blocked on YouTube. With AdBlock enabled, a user on YouTube avoids seeing all ads for an uninterrupted experience.
On Facebook, the “acceptable” type of ads begin to appear more subtly. Adblockers are able to block most ads that are seen outside of the main timeline. Within the timeline, you still see ads in the form of sponsored posts. They will be presented in a more organic manner, but it is still a paid placement. Using standard settings, ABP will not block all ads on Facebook.
However, customizing advanced settings gives the user the option to block all ads, including acceptable ads. Remarketing campaigns using the Facebook pixel also suffer. The advanced settings can be configured to prevent the user’s browser from being tracked by the pixel code on your website or landing page. This is alarming because anyone willing to take the time to adjust settings can essentially become invisible on the internet (in terms of advertising). This ghost-user browses the web with ads blocked, and browser tracking tools thwarted.
Luckily, ABP by default will allow acceptable ads to pass through their filters. See the difference for yourself:
Your rankings are unlikely to fall victim to ad blockers, but your SEO campaign can still suffer.
An ad blocking extension can prevent your site’s Google Analytics from tracking users correctly, similar to the way they block the Facebook Pixel. With Google Analytics, we can see valuable data from a client’s website to draw insights from. This data helps us develop and implement changes to an SEO campaign. So when a visitor using ad block also blocks Analytics, we lose data about their on-site behavior such as how much time they spend on a webpage, which links they click on, and what websites they come from. This data is automatically processed daily and is a crucial factor of any good SEO strategy.
In short, ad blockers might be causing you to plan out your SEO campaign with inaccurate numbers.
Hulu is impacted when streamed on a web browser. Like many other subscription services, Hulu’s website is able to detect ad blockers and combats it by directly requesting the user to enable ads on their site. The screenshot below shows the message that appears over the video player when the user would normally be shown an advertisement.
To take it a step further, Hulu forces the anti-adblock message to display on screen for thirty seconds, the same time a typical commercial would be shown. There is even a link to a guide in Hulu’s Help Center instructing users how to stop blocking ads on their site. The guide is even split into sections to show specific instructions for Chrome, Firefox, and Safari.
Users that persist with ad blockers skew reach and impression numbers from Hulu because the ad-blocking user is counted as a viewer of the programming even though they were not served any advertisements. This means that your ad campaign may be using inaccurate projected figures in its strategy.
However, this is typically not a negative occurrence. If a significant portion of your campaign’s reach was never exposed to your ad, Hulu’s ad algorithm can make up for the lapse with repeat exposures. You might be paying a higher rate for less reach, but if you exclude ad blockers when measuring the performance of your campaign, metrics like cost per view, cost per click, and conversion rate will reflect more accurate, higher quality results.
While users are able to avoid watching ads on Hulu, they still have to wait through pauses in their streaming, which could encourage them to enable ads. At this point the user must choose between sitting through empty gaps or watching ads.
Figure 4: Hulu raising an eyebrow
Ad Block is an obstacle that must be addressed when planning out any digital marketing campaign for your law firm or small business. Whether a user is on a search engine, social media website, or television streaming service, these internet browser extensions intend to stop your online advertising. With the population of users increasing every day, it is crucial that you understand the impact ad blocking software has on your ad spend and more importantly your law firm or business’ growth. If you are concerned your marketing/advertising is suffering because of ad blockers, fill out a form or give us a call at (512) 394-7234. We’ll be more than happy to discuss how we can best optimize your campaigns.
These special ads appear above paid search ads, maps, and organic results. For example, if you search for Plumbers in Austin, you will see these results:
These Local Service Ads appear above the Pay per Click Ads, map listings, and organic listings.
The other unique feature of these ads is their fee structure. Advertisers who are using Local Service Ads pay per call received, rather than for each click.
As with all digital marketing, you will want to track the results of your Local Service Advertising closely to make sure you are spending your marketing dollars wisely. We are in communication with Google to see when they will be available in your market.
What I would love to accomplish is a better experience for both lawyers and vendors at all legal conferences.
We spend a lot of money to be at these conferences, from the high cost to attend, building booths, giveaways, sending salespeople and entertaining our prospective clients. That being said, we probably put too much pressure on our salespeople to obtain new business. This results in our salespeople being too darn pushy and a bit slimy at times. This results in attorneys hiding from the “dreaded” exhibit hall.
Here is the solution in my not so humble opinion. We (vendors) have a lot of expertise and knowledge that can help attorneys grow their practices. Therefore, we need to become trusted advisors, not just another salesperson. In my company, we have many clients that have known us for years before coming on board and I think the biggest contributor to this is the fact that we preach to our team to be AUTHENTIC. You don’t have to “sell” but just be your normal self. Take your time to educate the attorneys and create a TRUE relationship. How do you create great relationships—pretty easy… Give more than you receive. Give attorneys helpful advice that they can implement before they give your company a dime. Be committed to growing the attorneys business, not your own. We have a very long term view when it comes to partnering up with a firm. If we are not selected now, that is okay because it probably means someone OVERSOLD the attorney in the past. These attorneys come back over time, albeit a bit jaded.
Okay, we really gave it to the vendors and now it is your turn ;-).
Have you ever found yourself looking at the competition with a hint of jealousy of their success? Have you ever wondered how they get all these great ideas? Or how they are so knowledgeable about marketing/operations etc…Well, one of the reasons could be that these attorneys BRAVE the exhibit hall and take the time to speak with almost everyone. I truly believe that if you don’t spend the time to chat with these folks you are doing yourself a HUGE DISSERVICE. We live in our respective spaces as you live in the legal world. It is virtually impossible for you to stay up with all the latest and greatest digital marketing trends, video marketing trends, what is the best CRM, etc. I have been in this field for 20 years and know most of the vendors personally, and there is a TON of knowledge in the “hall” that can help you grow your business. Take the time to go meet with them, learn about what they offer and gain insights to help your firm. Don’t feel pressure to sign up and if the vendor is pressuring you, it is probably not a good fit. On the other hand, do not be afraid to take a RISK on an idea that you think might work because you have been burned in the past. If a person had a terrible experience with a lawyer, would you recommend against lawyers in the future? Just like anything, there are good vendors and bad vendors, your job is to find the best company for you your firm.
In the world of texting, emailing, and working remotely creating a personal connection can be challenging in our business communities. Yet connections in a technical world still rely on our innate, intelligent, and very human instincts because we all know when Bullshit is Bullshit. It is felt in a cold and self-serving email, the email will take on a tone, a cheesy factor; but integrity, warmth and personality are also indicators that are sensed in the same form of communication. Our ability to read the other person is now done through the filters and veil of technology protecting all from pausing and wondering out loud, “what did they mean by that”
The sales consultants at TSEG know that creating valued and authentic relationships in business begins during the inception of the service we provide, whether its unique web design, discussing creative digital marketing strategies, commercial creation or a social media roll out, experts say you earn the listeners decision to move forward during that first minute of exchange. We are all journeying into the new frontier of a multi-platform communication with emails, Insta this, Snap that or Link it ! We now interpret the response our brains and hearts once processed with a hand shake or eye to eye contact, through a lens of punctuation and tone.
At TSEG we are relationship pioneers, meaning our mission is connection. We mindfully decide first before the communication begins “Do we have something to say that offers our clients valuable information” and the team goal becomes “How can we help this company, law firm or startup grow”. We know when this mission is the motivation the other party will feel the intention and whether its in person, through an email or a phone call; the feeling is the transactional exchange.
This creates an authentic business-relationship energy; it begins during those first few words and the energy continues to build with the exchange of information creating a visceral growth for all parties involved. The relationship then evolves and morphs naturally into welcomed calls to avoid the emails, because the sounds of shared wisdom, humor and gratitude between colleagues and friends is exactly where the good stuff lives!
Pay-per-click marketing is difficult to master. It can either boost your company’s profitability or drain its resources (if the campaigns are not optimized correctly). There are also so many variables to consider, like how much to spend on search versus display, and whether your PPC is focused on e-commerce or lead generation. To avoid losing money on PPC, it is worthwhile to take a careful look at how you are spending your PPC budget and what you can do to improve it.
The first question to answer in figuring out the best PPC budget for your company is what do you need to generate more quality leads? To determine this, consider the essential elements of leads:
Starting with these questions can help you paint an accurate picture of what your site’s activity currently looks like. Before you can envision a goal and create a path to get there, you need to know where your beginning point is.
Once you gather this necessary information, you can distinguish your leads in terms of profitability and define your target lead. Some factors to consider in deciding what your target lead is includes the following:
These are more difficult questions to answer but taking the time to do so will pay off as you enter the answers into formulas designed to make the most of your PPC budget. For example, you need to calculate how many new clients you need each month, what your close rate percentage is, and how much your cost per lead is. Using these numbers, you can figure out what your PPC lead goal should be and how much you need to spend to reach it. Let’s break that down into five steps with an example:
Fine-tuning your company’s PPC budget is an excellent way to ensure that your company is in a fiscally responsible position, as well as to analyze its marketing strengths and weaknesses. Rather than just looking at how many leads you’re generating, for example, you can break down the quality of those leads and hopefully discover ways to improve not only the quantity but also the quality of the leads. Some of the considerations that can help you do that include the following:
After analyzing these factors, you’re in a much stronger position to create an optimal PPC budget that gives you the most marketing power for every dollar you spend. The investment you make in smarter marketing practices will pay off as your site becomes more productive in attracting and retaining users. Additionally, your site will generate more quality leads, and your conversion rates will increase as you analyze and then adjust the way you spend money on PPC. You will also have peace of mind knowing that your PPC budget is being spent wisely.