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3 Steps to Increase Google Ads ROI by 100% in a High Competition Market

A new client of ours is locked into a contract with a company, paying them to manage their Google Ads campaign. But what does that really mean and how do you know if you or the company you’ve hired is doing it right?

I “popped the hood” on his campaign and ran my classic 3-point inspection that typically yields a 100% increase in ROI. I was shocked to learn that the company managing the campaign hadn’t done any of this – and the client was paying an even bigger price than the management fee – Ad Spend.

This particular campaign seemed to have everything right, just like most of them I look at:

  1. Keyword targeting fairly accurate
  2. Negative keyword list was in place
  3. Ad copy looked good and they were A/B testing

But after having managed millions of dollars in ad-spend, there are some optimization points that I find consistently overlooked. And these are the kinds of optimization points that can make or break a campaign, especially when dealing with the increasing competition in the paid traffic space.

The Irrefutable 3 Points of Optimization in Paid Search Campaigns

Here are the three points that have the biggest potential to impact your CTR, CPC, CPA and ROI:

  1. Time-of-day conversions:
    Looking at what time of day people are more likely to become a client or make a purchase – NOT JUST A LEAD. Simply put, there are way too many campaigns running 24/7 that have no business doing so. If you pull the data, it doesn’t lie. Check the Day and Hour that your conversions came in, compared to the actual spend on clicks. You might start to see a story unfold.
    Log into your account, click on the campaign you want to optimize, then on the left side of the screen, select “AD Schedule” – make sure you have the “conversion” column visible. You can then download in a spreadsheet and start listening to the story:
    view day and hour clicks to ads came in
  2. Day of the Week Conversions:
    This is similar to the first point – but it’s a nuance that needs to be paid some attention. There are way too many campaigns that are not looking at the actual data. And a lot of times it’s because there IS a manual process that needs to be put in place to properly optimize. If your campaign is tracking conversions on a landing page that generates leads, which days of the week are producing leads that actually result in a sale? This cannot be tracked in the Ads dashboard – it’s 100% reliant on your ability and software to track it internally. In other words, if a lead came in on Monday, and the deal closed on Friday, that DEAL needs to be attributed to MONDAY. And it can only be done with the proper attention being given to your advertising channels. You’d pull the same data table as above, but look at it side-by-side with your actual new deals that have come in. Then make the proper adjustment to your campaign.
  3. Region or State (location data)
    This is another huge miss on most campaigns, whether you’re a national services provider or an ecommerce site, or a local service provider advertising in multiple cities or zip codes. The chances are that you’ve been advertising pretty much the same way in all locations. But the likelihood that you have an equal ROI across all locations is pretty much ZERO.

    What you need to do – and I know this is another manual and tedious project, is look at your books. Where is the majority of your business coming from? Compare that to the amount of ad-spend in that location – compared to the other locations where you’re advertising.

    The data will start telling you a story: STOP advertising in TX and FL, and scale advertising in WA, VA and NY for example. Again, you’ll have to pull out the books and do some side-by-side comparison. But in the long run, it’ll pay of huge dividends because you’ll now stop what doesn’t work and scale what does:

    pull user location data

    get user state advertised in

Do this and you are almost guaranteed an immediate impact on your bottom line. Your ads will be more effective and you’ll have ROI on demand.

An Ads campaign that is properly optimized is another business asset, which can be valuated whenever you’re looking to sell the company (if ever), so consider it part of your exit strategy.

And keep testing, testing testing!

THE END

PS. If you want a complementary once-over on your ads campaign, fill out the form at the bottom of this page!

Use This 1 Covert Strategy for your 2019 Blogging Strategy

…with data-driven content that Google devours.

Blogging. To do or not to do.

The one most common deficiency with virtually everyone who contacts us is they have no idea what they should do with their blogging strategy. They might have posted something 6 months ago, or a year ago or longer… and it’s just not cutting the mustard.

To develop a blogging strategy that kills it, you must first uncover what your potential clients are searching for. Since about 80% of all internet traffic is research related (10% buyer’s intent, 10% asking for local directions), it’s a good idea to reach this audience in the research phase – because it’s only a matter of time before they make that buying decision.

And when they do, if you’ve got your content strategy nailed down, you’re further ahead than any of your competitors.

What’s more? You can add them to remarketing lists across Google’s display network and Facebook … but that’s a topic for another day.

Data Driven Content that Google Loves

So, here’s a link to the video post on Linkedin along with a must-have browser plugin that will help you as well as a limited time offer to get access to our “clients only” course on “Content that Kills: Data Driven Content that Google Loves.

So go there now, watch the video and start crushing it!

get data driven content that is unlimited
Watch on Linkedin

The 1 Thing SEO Cannot Do For You

…You Must Face Your Fears.

Happy Friday! Corey D. Rose here, co-founder and CEO at the Search Geeks, and inside the Search Geeks Vault, today’s learning is focusing on the one thing that SEO cannot do for you.

Every day, your potential audience is out there clawing through the noise of the internet on this mobile device that was made to “connect” people – but all it has done is disconnect them from even the people right in front of them.

As the internet comes of age, and as people are starting to realize that their lives are being consumed by mindless pursuit of entertainment, they’re unplugging.

But during the time when they’re actually looking for your product or service, they’re actually looking for a connection to another human – to create a sense of belonging and ultimately to make the right buying decision based mostly on emotion. And how does that emotion come across?

YOU. Facing your fears of getting in front of a camera and speaking to that audience.

This is something that SEO cannot do for you, nor your content team. It has to come from YOU. You’re the face of the brand, company, product or service. And people want to connect with people. When that happens, so does the magic.

The 2 Steps to Begin Dominating with your Marketing

The first thing that getting some video out in front of your marketing does – on a landing page or the homepage of your website – is helps you conquer a new fear. This in turn propels you to keep moving past other fears and rekindles your fire in business. Just Do It.

The second thing it will do is polarize your marketplace, in your favor. You’ll start to build a tribe that becomes loyal to you. You’ll differentiate yourself among all your competitors because:

1: None of them are doing this

2: None of them have YOU

You are the brand. You are the face. YOU are the connection that your potential clients or customers are looking for when the get online to solve an immediate problem or answer an immediate question they have.

What I want you to do now is get out your cell phone and record a video that comments on the pain that your potential customers feel before they buy from you. Followed by how you solve this with your product or service. And get into it… REALLY get into their pain and connect with them emotionally on how your product brings them to their utopia.

Then I want you to share this post with someone who you think needs to hear it.

And if you’re having a block – if your business is overrun by competitors in a “race to the bottom” with pricing, or you’re just not able to crank up the volume any more on your own efforts, get in touch by filling out the form on this page and I will personally get in touch with you to pop the hood on your business to help you begin to dominate.

THE END

Hail Mary Marketing is Miserable and it Sucks

“…If you don’t come through for me, I’ll be homeless.”

Keith recently got in touch with us – he ran at one time a successful services based business in the Houston TX area. He had about 40 guys working for him with a dozen or so trucks. They had built a reputation as being the best at what they did – but as their legacy clientele either moved out of the area or had different needs, his business started to dry up.

Coming from the days of the Yellow Pages, this business owner never put effort into his online presence and just figured he could rest on his laurels.

As the internet came of age, Keith’s business lost revenue – and worse yet, he had to let his employees go to work for his competitors.

Blaming it on market conditions and so-called “flukes,” he just figured it would all come back to him.

But it never did.

He was down to only a few guys and 2 trucks.

Add to that an ugly divorce – fueled by the fact that his business wasn’t producing what it used to, which led to plenty of self-medication and problems at home. He wasn’t as strong as he used to be, wasn’t in the shape he once was, wasn’t earning the money he once was and now isn’t in the marriage he once was.

By the time he finally realized that marketing was a neat idea, it was too late.

“I need you to SEO my website, I’m going to pay you with my rent money this month – and if you don’t come through I’ll be homeless.”

…No freakin’ thanks.

Any time your marketing initiatives become a “Hail Mary,” it means you’ve probably always been a “clutch” player. Sure, you can come off the bench and hit a home-run when the pressure is on. The heat is on at the last minute and you can rely on your skillset so you take a shot. But where were you the rest of the game that lead up to the last minute?

On the bench?

You didn’t want the pressure while things were good. You were content in the comfort zone.

The result? You’re losing the game and looking for a savior. Trying to find someone who will rescue you from the painful pit you’ve put yourself into because if THAT fails, then it’s someone else’s fault.

For a business that survives, every moment is a pressure situation. No “clutch” and no “savior” moments that make or break them. 100% responsibility.

Yes, marketing will make or break a business

But the kind of marketing that withstands the test of time and makes a business – is done with a very clear goal in mind: to DOMINATE.

Not just to be a player. Not just to do “enough.” But to go to war with the marketplace. Not just a battle here or there, but all-out war. Concise, consistent and cross-platform.

A marketer that hands the entire future of a business over to someone else or only one channel as a “Hail Mary” is doomed – and we won’t take on that kind of partnership.

But intense focus and desire to dominate an industry, backed with the right consistent action = unstoppable. This is also when every marketing initiative gets rewarded.

Now for Keith – I don’t know how he ended up.

But I know what he should have done. Years ago.

“The best time to plant a tree was 20 years ago. The second best time is today.” -Chinese proverb

What “Hail Marys” have you thrown?

Or are you always one who’s putting on the pressure..?

If you know you want to DOMINATE but you’re not quite sure where to put the pressure, then we need to talk.

THE END.

3 “Diagnose or Die” Essentials if you Loose Google Traffic

…Without having to spend a dime.

My wife’s closet is adjacent to the shower in our bathroom. One morning a couple weeks ago, she walked into her closet barefoot and felt wet carpet. “Probably just some water from the shower that got on the floor and onto the carpet.”

Then she felt it later that night, the carpet was still wet. Dang it.

So I saw a small water stain on the wall and figured the shower was spraying from behind the wall then dripping to the floor inside and out to the carpet. The I noticed mold.

So we called a plumber who came and cut open the drywall to find out the leak was actually coming from above the ceiling – it was a pipe that leads to the shower with a pinhole leak, slowly dripping all the way through the wall to the carpet.

But it took someone actually cutting into or “popping the hood” on the problem who knew what to look for and where before we were able to come up with a solution.

3 Causes of Potential Website traffic loss

It never fun to lose traffic, ranking, sales or leads from the organic side of your marketing.

When this is the case with any potential client coming to us, we always run some diagnostics looking at 3 main points of interest:

  1. SEMRush – this will give us a timeline of when the traffic drop occured. This is important because we can correlate the drop with either:
    a. a website redesign or update (new CMS, new servers, new content, new pages etc…)
    b. a Google update
    Here’s what happened to draxe.com over 2 core Google updates as he went from almost 16m monthly visitors to 1m:

    Most of the issues I’ve ever seen are one of the two above, seldom anything else. You can get a free account that will at the very least give you the timeline. But to be sure, the next tool I use is:
  2. Majestic – this tool allows you to look at the backlinks pointing to a website. You can check the newer links to see if there’s anything indicitave of a negative SEO attack or a website hack. The dead giveaway? Links that come to pages you didn’t create with words like “viagra, cialis, brides…” you get the point. The downside of this one is that it requires you to pay for any information…
  3. Google Search Console – You’ll be able to get some of the information that Majestic would have given you – so it’s still a good option.

    When you’re logged in to the search console, just visit the link on the left side of the page and see if there’s anything fishy:

    Between all of these checkup points, you should get a pretty good idea on what the heck happened.

Of course you also want to just ask your brain what was going on when there was a loss in traffic. Did you do any work on the site?

Or maybe it was something darker, like a denial of service (Dos / DDoS) attack, which is a lot harder to track.

If you’ve reached the end of this article – and the end of your wits, then you need to get in touch. I’ll run a free diagnostic on your site so we can pinpoint exactly what’s going on with your traffic.

And get you back on track to where you were … and beyond.

THE END.

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