# Clicks and Clients > Denver Digital Marketing Agency ### Google PMax: Get the Most Out of Your Ad Campaigns While Combating Fraud Performance Max (PMax) is an automated ad campaign from Google that's meant to streamline multi-channel ads while boosting conversions. In other words, hit the easy button and get a better result than you could if you ran search, display, and YouTube on its own. If that sounds like a hefty promise, you're right. Google has made big claims since launching PMax in late 2021. Like any Google feature - think back to TCPA bidding - it didn’t work great until it did. We think we’re in the ‘it kinda works’ stage. It still takes a human touch to monitor and adjust to create a successful PMax campaign. One major learning we have had that made us say DANGER, DANGER, DANGER - We see a lot of fraud when it comes to lead gen with Pmax, but more on that in a moment. After using PMax for clients in a variety of industries, we're laying out some of the biggest roadblocks along with tested solutions so that you can get the most out of Pmax as a strategy within Google Ads How Performance Max campaigns work for e-commerce and B2B Google PMax uses AI technology to spread ads across multiple Google channels, including features like smart bidding and targeting to reach the campaign's designated goal. It uses different ad formats based on what is expected to work best for each platform and your target audience. Give Google everything, set an objective, and it should work its magic to get you the end result. To get started, you must upload a variety of digital assets, like ad copy, images, logos, and videos. PMax then mixes and matches those assets to create customized ads within your budget. Sounds amazing, right? But just like any new Google feature, PMax only kind of works. Eventually, we expect it to be great, but it's just not there yet. The same thing happened when Google launched automated bidding in 2016. When it worked, it was great, but more often than not, it just slowly lowered the spending and in some cases, just killed off past performers. But now, automated bidding is far superior and beats manual bids nine times out of 10. We expect PMax to reach that level in the future, it's just not there yet. Ecommerce vs. B2B PMax campaigns PMax has been ‘working’ in e-commerce because you can’t fake the funk on actual purchases. There seems to be a mix of still running old shopping campaigns with some Pmax for best results. B2B/B2B lead generation campaigns it’s been a different story…fraud and a lot of it. Scammers have learned to hack the system and get paid ads to show up on their Youtube channels - faking conversions so their placements ‘perform’ pushing more and more volume to them. They profit from the shared fees from Google. On the surface the leads ‘look’ good but your sales team will complain they can’t reach people, emails bounce and other problems. If you look into the actual Youtube channels they’re often in other languages with random topics. We've seen this PMax lead form fraud happen with our B2B clients. While e-commerce tends to perform better, we've also heard reports of spammy store visits from a single address or bizaree YouTube channels. Regardless of your business model, you need to learn how to identify Performance Max junk leads in order to optimize your campaign. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call 4 ways PMax isn't performing the way you want The good news is that there are ways to adjust your PMax campaign to make it successful. Before we share our solutions, look at four types of PMax fraud you might come across — some are intentional, while others are just from early-stage limitations. Either way, they need to be addressed if you plan to spend money on this campaign format. #1: Invalid traffic (IVT) fraud Invalid traffic fraud is when bad actors create fake signals to trigger PMax's AI to assign it positive intent. That creates a snowball effect of bringing more and more fake traffic to your account. You're paying for ad clicks that will never convert into sales. One study conducted between 2022 and 2023 estimated that 5.5% of Google ads traffic was invalid. If you're spending $100,000 a month on Google PMax ads, you could be wasting an average of $5,500 a month, or $66,000 a year. Ouch. We've seen this type of invalid traffic fraud first hand. We have a U.S.-based client in the B2B SAAS health insurance space. Since launching a PMax campaign, a large percentage of its ad spend has gone to a YouTube channel in Arabic that has nothing to do with health insurance. Forms we’re filled out, emails & phone numbers but 99% of the leads we couldn’t contact. The good news is we were able to identify the issue and start making adjustments to reduce those PMax spam leads. #2: Too much spam There's no way around it — you will have spam when using Performance Max at this stage. These are the most common types you may encounter include: Click bots: Click bots are programmed to impersonate real users. Why do PMax campaigns get fake leads? They can be used for a number of purposes, but in the digital ad world, they are used to click on ads or links in huge numbers. The intent is to deplete your marketing budget. The operation may be funded by a competitor in order to get their ads to show up in front of quality leads instead of yours. Click-farm leads: With better bot detection tools available, some scammers have begun to use humans instead. Low-wage workers click on ads and lead forms with the same intention of disrupting ad budgets. At Clicks and Clients, the most problematic spam strategy we see is bots filling out forms with fake emails coming from suspect ad placements. #3: Google PMax limitations This next issue doesn't involve bad actors but still hurts your ad campaign performance: the limitations of the current version of Google PMax. A few areas need more work before we would consider using PMax as a significant portion of any ad budget. Lack of control: PMax automates your entire campaign, removing the ability to change different campaign variables based on your own data and experience. You can't adjust bid strategies for specific types of assets (like YouTube video ads versus Gmail ads). You also don't control how PMax uses the assets you upload to your campaign. Limited data: You get very few insights on your individual PMax campaigns. It's called a black box system, which means you put in your campaign details (assets and goals), you find out the results at the end, but there's a nebulous part in the middle where you don't know what's happening. In other words, you don't get data to understand what works and what doesn't. Did the majority of your conversions come from Search, YouTube, or another channel? Right now, there's no way to know. #4: Easy human error PMax is supposed to be easy for beginners and those with limited marketing resources. But it's not as simple as clicking a button and launching a campaign that brings in all the leads you ever dreamed of. You need clear goals (like submitting a form or booking an appointment) in order to have a chance at a well-performing campaign. If you don't know what you're doing, you'll end up sabotaging your campaign. Here are some common mistakes and myths that are easy to avoid to maximize your campaign options. PMax will build you an ad campaign from scratch: It's impossible to start an ad campaign in PMax without any existing information. You still need existing data to inform your campaigns. You're not ready to get started until you have at least 50 monthly conversions. PMax designs your entire campaign: This is not true. You need assets such as images, logos, videos, headlines, copy, and descriptions to populate your campaign. And the quality of those assets impacts your outcomes. Your PMax campaign runs on autopilot: Think you can "set it and forget it?" You're setting up your campaign for failure if you never look at what's happening once you launch. We recommend logging in to evaluate your campaign every two weeks and make adjustments as needed. How to get rid of Performance Max spam leads If you can't set your campaign on autopilot to prevent PMax lead fraud and get quality leads, what steps do you need to take? There are some third party solutions that claim to work, but we're not fans. Instead, we recommend a consistent process to monitor and adjust your campaigns to identify problem areas. Skip the third party solutions We've tried using third party software like ClickCease that claims to clear your funnel of invalid traffic. While it blocks IP addresses, claims to identify bad actors, every refund request we’ve sent to Google with their data, Google comes back and says we either never charged you or already refunded you for that. If it does identify fraud better than Google, it should be getting refunds - and it doesn’t. Not that we’ve seen in several years of use. Our verdict? It diminishes spam, but it doesn't stop it altogether. It seems like a net-neutral product that has never added value for our clients. It's more realistic and productive to use human-based solutions to combat PMax fraud. Use human monitoring to increase quality leads An automated solution would be amazing, but right now there's no silver bullet to solve PMax fraud and spam. Instead, you need to monitor your results and remain skeptical if your campaign results look too good to be true. You may not have as much data as you'd like from PMax, but look as deep as possible, including your conversion rates. This is a good place to determine whether or not you're getting spam leads. A great solution to PMax fake leads is to add layers to your forms. Include conditional logic that leads to a different confirmation page to help weed out spam leads. In some cases, you may want to reduce or cut your ad spend if it's clear you're not getting quality leads. Google also recommends adding another asset group to a new audience or revamping your assets altogether. Better to wait for later adoption Like most new features rolled out by Google, it's too early to go all in on PMax. The results are too patchy to commit your entire paid ad budget to it. We saw the same thing when Target CPA bidding came out. It worked sometimes but also dragged some accounts into the mud with lower bids. But over time, it's gotten better and now you have to use Target CPA. The same lesson holds true for PMax. We expect it to get better with time, but the potential for fraud and skewed results are too high right now. Instead, figure out the best way to experiment and track PMax while still anchoring your online paid ad campaigns with more reliable strategies. Need help making that happen? Schedule a discovery call today! Tell Us Your Goals Schedule Discovery Call ### Lead Ads Don't Have to Suck: How to Leverage Them Correctly Lead ads (aka: lead generation ads) come with a bad reputation. Companies either think they don't deliver or the leads are fake. Here's the reality: lead ads are an easy way to grow your leads. And when done correctly, the ROI is high. Not using lead ads? Here's why you're leaving sales on the table Lead generation ads come with a number of benefits that could be costing your company sales. Our favorite things about this digital marketing strategy include: The cost per lead is efficient. There's a higher conversion rate compared to sending someone to an offsite landing page. There's no landing page to build. Filter leads by asking qualifying questions. Learn how your audience responds to messaging without overspending on an untested campaign. What is a lead ad anyway? Lead ads are more sophisticated than they used to be and use pre-populated forms. This reduces friction in getting leads to submit their information. You'll also keep users on the paid platform instead of directing them to a landing page. How do lead ads work? You can choose from different types of campaigns based on your goals. Choose what you want to promote, like demos, discounts, downloads, or events. After you design your ad and craft your target audience, the ad shows up in users' feeds. When they click, they're taken to a form on the platform instead of going to a landing page on your website. The form includes pre-filled data to make it easy for leads to complete. You can also add tailored features like: Qualifying questions Conditional responses based on their answers Appointment requests Store locator options The exact types of lead ads vary by platform but each one is effective for the right audience as part of your lead generation strategy. Why lead ads are effective You might think that prospects from lead ads are cheap and ineffective. Sometimes people fill out the form and then deny having ever filled it out! That's the common complaint: you're paying for low value leads. But we have plenty of lead ads examples from our clients who have run successful campaigns for high end offerings. Case in point: we've used Facebook lead ads for a golf client's luxe offering that reached high-net-worth individuals with $1 million or more in income. In other words, quality prospects are online and filling out these forms, you just need to have the right campaign in place to reach them. A bonus with lead ads is that it's not expensive to figure out what works. You can test different strategies and get quick feedback. So not only are you bringing in prospects through your campaign, you can also use that data to inform your higher dollar marketing strategies on other platforms. Here's another successful lead ads example on Facebook for inexpensive and creative testing. We have a client whose goal is to generate sales calls. It costs $900 per lead so any type of test we do takes a lot of budget. By using less expensive lead ads first, we can test whether people are willing to click a button based on different creative copy and graphics. Instead of spending $900 per lead on a test campaign, we're spending just $50 per lead. Then we use the highest converting ad creative in their more expensive campaigns. Boost your sales pipelines with lead ads using these best practices How do you get lead ads prospects that don't suck? Steal our favorite strategies that we use with our clients. Create a clear journey: Understand what are the objectives of your lead generation ads. Have the next step ready for your lead to take. Qualify your leads: Add a layer of qualification into the lead ad so you don't waste your sales team's time. We either send them to a calendar link to book a meeting or to a call center. Stay on top of real-time trends: Working with a digital marketing agency gives you access to insights on trends and strategies that are working for other clients as they happen. We know how to run a Facebook lead ad campaign with strategies that transition between industries. Expect realistic results: Assuming you have a strong sales system in place, you can expect a 1X to 5X return on your lead ad spend. Smaller budgets tend to skew on the lower end and higher budgets can reach the larger end. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call Best ads for lead generation by platform Each platform has different features when running ads to generate leads. The main difference is how they show up, look, and customize audience data. Lead ads for Meta / Facebook Meta's Facebook and Instagram come with some distinct benefits for lead ads. Formatting: Facebook lead generation ads can include features like quotes, demo requests, newsletter subscriptions, or event registrations. Plus, you can run your ads on both Facebook and Instagram for maximized reach. Customization: These lead ads let you get granular with the way you collect prospects' data. You can add in questions to qualify your leads and segment them into specific buckets. Higher intent focus: To get the best quality leads, lead ads on Facebook let you add friction to the form through either a review page or slide-to-submit feature. This cuts down on wasted meetings for your sales team. CRM integration: Speed up the follow-up process by syncing your generated leads into your sales CRM. Lead ads for Google Like Facebook, Google Ads lead generation strategies cast a wide net in getting leads. The form extensions are used to manage from a lead input perspective and typically can integrate with most CRMs. Because the extension appears in search, it's a low barrier to entry for people to contact your business. It works best when coupled with other contact methods like calls, in order to give the user different options. Google lead forms can be added to Search, Video, Discovery, and Display campaigns. When a lead interacts with your ad, they can fill out their information to receive follow up from your sales team. You can choose to optimize by volume or quality (here's why we think you should pay more for more qualified leads). Lead ads for LinkedIn LinkedIn lead ads are designed for professional audiences and work well for B2B lead gen campaigns. It's a great way to deliver content such as a white paper or case study while also getting leads. Consider it a full funnel approach with lead forms being at the bottom of the funnel — it could be used in both prospecting and remarketing. LinkedIn offers auto-populated lead gen forms to encourage qualified leads to complete the form. These can reach prospects in two ways: News feeds: Your sponsored content will appear in your target demographic's news feed. Choose from single ad images, carousel image ads or video ads. Messages: LinkedIn message ads are delivered directly to a prospect's inbox on the platform. At least 1 in 2 prospects open these ads. Pro tip: LinkedIn recommends switching out your form copy to keep your campaign fresh and attract new leads throughout the campaign. Don't forget to track your metrics Any digital marketing strategy needs to be tracked, especially when experimenting with lead ads on different platforms. Here's what to track for lead ads specifically: Form leads Conversions Cost per result Use A/B testing to create the best performing lead ad, one variable at a time. The goal is to run your lead ad long enough to attain statistical significance. If you spend too little or stop after a few days, you won't have enough data to tell whether or not it's working. Also, incorporate sales quality control within your team. A frequent mistake we see is clients who automatically assume they're getting bad leads. But there has to be some responsibility to make sure there's a sound sales structure in place. Test how often and how quickly leads are called back. This accountability determines whether or not you get back 1-3X your ad spend. Client Example: Successful Lead Ads on Facebook We used A/B testing on a client's static Facebook ads versus video ads over a period of 30 days. The results? The video ad had more than double the conversion rate of state ads. And the cost per lead was cut in half. Testing and finding out your audience preference has a huge impact on the results of your lead generation campaigns. Bottom line - Lead ads don’t have to suck! Lead generation ads don't suck — you just need to know how to use them. And when you use them as a digital marketing testing ground, you can launch more expensive campaigns with better results. Common lead ad FAQs What is a lead ad? A lead is an online ad that lets prospects fill out a form with their contact information. Your sales team uses that information to follow up and convert leads. How do lead ads work? Lead ads work by staying native to the platform the user is on instead of taking them to a new landing page. The ads can feature qualifying questions, appointment requests, digital downloads, or store locators. How do you get lead ads? You can create lead ads by going to the ads section of your preferred platform, like Facebook, Google, or LinkedIn. What are lead ads on Facebook? Lead ads on Facebook use an instant form to collect data through your target audience's feed or stories. What are the best ads for lead generation? The best ads for lead generation depend on your business model. We recommend doing A/B testing to find out what your ideal audience responds to. What is lead generation in ads? Lead generation in ads is a type of digital marketing that collects data from qualified audiences that may be interested in your brand or offering. What are Facebook lead generation ads? Facebook lead generation ads are used to find prospects who match your ideal client profile. You can use the same ad creative on both Facebook and Instagram, since both platforms are owned by Meta. How do you run ads to generate leads? How to run ads to generate leads depends on the platform you choose. Google, Facebook, and LinkedIn each have their own ads manager program. Alternatively, you can hire a digital marketing agency to create a customized lead ad campaign for your company. What are the objectives of lead generation ads? The objective of lead generation ads is to find prospects with high intent related to your vertical. You can use qualifying questions to filter out colder leads and improve your sales conversion rate. How to run a Facebook lead ad In order to run a Facebook lead ad, you need to access either your business Facebook page, Meta Ads Manager, or Meta Business Suite. Start by creating your target audience and then developing the creative design and lead form sequence. Make adjustments based on the results of your lead ad campaign. Tell Us Your Goals Schedule Discovery Call ### Why More Expensive PPC Ads are Almost Always Worth It MORE EXPENSIVE LEADS are WORTH IT. Yeah, we said it. If you were told as a business that you could double or maybe even triple your lead-to-close ratio, would you be interested? If yes, then read on to learn why a sole focus on lowering your cost per lead is HURTING your business. Cheap leads suck for a reason There's a reason why cheap keywords are…cheap. They don't convert to sales. To make the biggest return on your ad dollars, the market (and Google) has figured it out: quality keywords are priced high because they work. Cheap keywords bring in cold leads, tire kickers and information seekers — and they waste your sales team's time. What you want are leads that are ready to book a sales call and make a purchase. They aren't cheap but they're worth it. And let's be real: there is no magical set of keywords everyone else glossed over that your PPC team will find. Don't look at cost per lead, look at value and return. Let’s get completely off the idea of cheap or cheaper leads. Expensive keywords bring in higher quality leads. They're closer to being ready to book a sales call because more expensive keywords demonstrate a more specific level of intent from the user. Even if the targeted keyword is twice as expensive as the generic one, the financial return is high enough to justify the extra spend. Take an example of a private tour company in the Bahamas. The click for "private excursion Bahamas" costs $5, while the generic keyword phrase of "excursions in Bahamas" is much cheaper.  "Things to do in the Bahamas" is even cheaper. The problem is that the cheaper keyword has less user intent. The searcher is just as likely to choose a group tour for snorkeling or hiking as they are to pick a private tour excursion. Focusing on expensive keywords helps you to find the most valuable leads for your company. Regardless of industry, we have much more success with bottom-of-the-funnel and exact match keywords. The conversion rates make them worth whatever it takes to get them. We help clients identify and execute those opportunities. 4 strategies for purchasing expensive (good) PPC ads Once you've shifted your focus from cheap leads to maximum return, it's time to revamp your keyword strategy. Here are four ways to capitalize on expensive PPC ads. #1: Slice the data beyond an average CPL Google shows you We've given up the idea of cheap leads, now let's give up surface-level metrics like click-through rate or impressions. Here's what drives revenue. When you look at the ad platforms, you’re seeing an average that can be sliced in multiple ways: device, location, placement, geography and more. There’s gold in peeling back the onion. One of our favorite examples is B2B companies (and some B2C companies) and desktop leads. While the world has turned to mobile, business is still conducted on desktop. We find more serious prospects and valuable buyers on desktop clicks and leads. It's worth taking a look, even if they do appear more expensive. Compare the extra expense and ROI to find your true lead cost and maximize your ads strategy results. Here's an example of what you might see on your ad spend report: You spent $1,000 and you got 10 leads; therefore, you think the cost per lead was $100. But in reality, the cost per lead for desktop leads was $150 and mobile was $50 so you're seeing a blended rate of the two. B2B Client Example: One client paid $55 per mobile leads, which translated into a $75 conversion — that was just a $20 return on each lead. The more "expensive" desktop lead costs $87. But the conversion was worth $210 — a $123 return. B2C Client Example: Even with high course registration rates from mobile, those participants were less likely to purchase. Desktop leads took out their credit card and paid post registration at a rate of  90% within the same day, vs. 55% same-day payment on mobile devices. Yes, they are more expensive, but they're worth it. You can see why it's so important to dig past the surface level of your ad reports and look at each facet affecting your revenue. You’ll find the more expensive PPC ads have higher conversion rates and higher revenue. #2: Use test campaigns before increasing your budget If you're still working on perfecting your business's sales strategy, it may not be the right time to increase your budget yet.  Expensive ads aren't well-suited for a wobbly sales process. But that doesn't mean you can't dip your toes in the water. We can do smaller test campaigns to test your sales strategy and refine based on results. Once you know your sales team can close the deal, you're ready to scale with a larger number of quality leads. It's not just the expensive ad keywords that bring in the results. It's a smart ad strategy paired with a quality sales process. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call #3: Scale your budget but know when to stop Pricing your CPL budget varies based on popularity, search level and competition. Most of our clients pay more for quality desktop ads because they're more effective than mobile ads. As you bring in more revenue, you may be willing to pay more per lead. We recommend spending more if you can get more out of your ad campaign. But check the results as you scale. When going from $100 to $300 per lead, measure how much extra volume you get. Look at your data regularly to make adjustments. Using a professional digital marketing agency like CNC to monitor your accounts is the best way to ensure these details aren't overlooked. Here's an example of how this worked for one of our clients. We incrementally increased ad spend from $200 to $500 per lead. When we jumped from $200 to $300, there was a 25% increase in leads. From $400 to $500, there was only a 15% increase. There ARE diminishing returns as you push harder. For this client, there was no point in spending more than $500 per lead. #4: How much more can you get? Exact match impression share Paid search is taking over a larger portion of the page these days. Rather than focusing on placement, we prefer to improve exact match impression share. The goal is to get a 90% exact match for your most valuable terms. That means you need a highly relevant ad that stands out, plus a sales process that converts traffic. One of our biggest clients had an amazing sales system in place that allowed us to "buy" so much share. Competitors with worse systems would often be puzzled by how much we'd pay for a lead. The reality is that we just converted them better. Start with these steps to create a system that captures and converts those clicks. Write an ad that meets the prospect where they are: We analyze your funnel and the ideal client to create an ad that answers the question the searcher posed. Then we do split testing to find the version that gets more clicks before scaling the ad campaign. Make your landing page convert: Create multiple landing page variants and continue to test monthly to ensure you are primed for the most conversions. CNC uses a variety of Conversion Rate Optimization (CRO) tools to assess landing page performance. Follow up with leads fast: Data shows that a slow response time to leads can ruin a campaign. Think minutes, not hours. If your team is complaining about "bad" leads, check their response time. Create a multi-channel sales approach: Once the leads start coming in, it's time to convert them with multiple touchpoints. Use text, calls, and emails to reduce your ad spend and increase conversions. Paying more and STILL seeing low conversions? Here are our top tips for troubleshooting Despite all your best efforts to win those expensive PPC ads, you may still experience low conversions. There may be a few different reasons. Lack of data: A common problem we see is that there's not enough data to get a valid answer. A client may run an ad campaign in which the cost to book a meeting is $900. They spend $10,000 to get 10 meetings, but this just isn't a high enough volume to judge results. They either need to scale their campaign with a bigger budget or work to get that lead cost down. Sales-related issues: There may also be other problems resulting in low conversions. Your sales team may have poor follow-up, or the sales cycle itself may need to be cleaned up and refined. There’s not a single sales team out there that can’t improve and they ALL need feedback and measurement. Track how follow-ups are performed and what's going on in sales calls. Point of diminishing returns: Another potential issue is that you've reached a point of diminishing return on your ad campaign, regardless of the keyword quality. Platforms will take your money no matter what. Even if you have a dedicated ads account representative, they're incentivized by their own sales numbers, not yours. Check how your ads are performing as you increase your budget and make sure you're still in the sweet spot of returns. Spam leads, watch out! If your leads look too good to be true, something is wrong. If you usually get $500 leads and that new PMAX campaign is getting $50, that's a major red flag. Spam leads from the search partner network is also something to be vigilant about. Google defaults to turning this on along with Google search.  Focus all of your budget first on Google. Then expand, but monitor quality closely. If your ads still aren't working and you're a B2B company, we have an easy hack that often works. Shut off your mobile ads and switch to desktop ads only. This strategy works best for businesses that have a long consideration phase within the sales funnel. Bottom line More expensive PPC ads can inject your business with a big revenue boost. But it's not just a pay-to-play move. You need to have a strategic PPC campaign, along with a solid sales process in place. If that sounds like your business, then you're ready to level up your target lead cost. Curious if higher cost ads can boost your conversion rates? We'll give you $500 in media to test the idea together. It takes just a 15-minute kick-off call and account access. Book your call today! Tell Us Your Goals Schedule Discovery Call ### Unlock the Secrets of Organic CPA: The Ultimate Guide to Cost Per Acquisition Imagine unlocking the secrets to driving business growth by simply understanding the cost of acquiring customers through organic search traffic. Welcome to the world of Organic CPA! This metric is a game-changer in the realm of marketing strategies, offering insights into customer behaviors and paving the way for more effective marketing campaigns. Ready to dive in and learn the ultimate guide to Cost Per Acquisition? Let’s go! Key Takeaways Understanding Organic CPA enables businesses to gain insights into the efficacy of their ad campaigns and optimize strategies for maximum profitability. Utilizing tools such as Google Analytics, Ahrefs, and SEMrush can help measure organic CPA in order to inform resource allocation decisions. Optimization techniques such as keyword research, A/B testing and landing page enhancement are effective ways to improve organic CPA performance. Understanding Organic CPA: Beyond Paid Channels Tracking CPA (Cost Per Acquisition) is fundamental for businesses in order to gain insights into the impact of their ad campaigns and optimize budgeting efficiency. Calculating this cost helps companies determine how much they are investing to obtain customers, allowing them to measure conversion rate and ROI alongside it. Understanding all these metrics together gives a holistic picture of their customer acquisition costs leading to improved profitability. Optimizing marketing strategies based on organic CPA values permits companies efficiently calculate overall customer-costs as well as maximize investments through successful acquiring paying consumers. The Role of SEO in Organic CPA When looking at organic CPA, non-branded traffic is highly valued in SEO strategies as it can be easily monitored and its efficiency increased. To capture this type of visitors, marketers optimize their website and content with relevant words that are not related to the brand name so they become visible on search engine results pages. Measuring how much advertising budget affects branded traffic flow is complicated because users make queries containing a particular brand when searching for something online - such data has an impact on total visits but isn’t taken into consideration while calculating organic cost per acquisition (CPA). That’s why most campaigns focus on getting more non-branded hits instead. Marketing spend still needs to be addressed when assessing any kind of web metrics like CPA. Challenges in Measuring Organic CPA Calculating Organic CPA can be difficult due to multiple variables such as attribution models, market trends and the need to differentiate organic from paid sources. Attribution modeling makes measuring CPAs complex because of misreported data, unquantifiable contributions, many contact points and model intricacy. To accurately calculate cpa with regards to organic traffic one should: use analytics tools for monitoring. Establish UTM parameters that would identify between paid & unpaid channels. Exclude payments when looking at organics’ information stats. Evaluate conversion results separately for both types of transit. Calculating Organic CPA: Methods and Considerations In order to ascertain the efficacy of SEO activities in relation to organic conversions, it is essential for businesses to understand attribution models. Without proper evaluation of data from different sources, one could either underestimate or overestimate their marketing results. The ideal timeframe when calculating CPA should be 6-12 months. This will provide a more comprehensive understanding of your efforts and enable you to obtain an accurate depiction of the ROI generated by these campaigns. Simple Organic CPA Calculation The CPA (Cost Per Acquisition) Calculation method is utilized to calculate the total cost by dividing organic search management fee with obtained conversions and leads. The equation used for this calculation is quite simple. It’s simply Cost of Advertising divided by Number of Conversions, allowing a better understanding of how effective organic search efforts are in terms of effectiveness and efficiency. When determining an appropriate value for Organic Search Management fee, various elements play their part such as scope or complexity related to project at hand, intensity level within competition market, along with expertise that SEO Agency brings to table.For getting more accurate results regarding number of leads & transactions gained from Organik search using Google Analytics tool works best! Incremental Organic CPA CPA calculation for incremental organic conversions is important in order to gauge the impact of SEO efforts. To get an accurate picture, it’s best to exclude branded traffic from acquisition cost (CPA). This can be determined by measuring and comparing the lift against pre-existing benchmarks. Other external variables may still influence these numbers such as overall search volume, industry trends and updates or seasonal demand changes, all which could potentially lead to a decrease in traffic without any adjustments being made on behalf of the agency retainer fee charged. Adjusting Organic CPA for Non-Branded Traffic Organic CPA for non-branded traffic can be adjusted by removing the branded clicks and proportionally decreasing total conversions based on their share of non-branded visits. This approach is better than excluding all brand related leads, as it offers a more precise cost calculation of securing customers through organic search methods while still accounting for any effect from popularised brands. The only caveat with this method is that since traditionally branded clickthroughs result in increased conversion rates, results may not accurately represent reality but should instead serve as an approximation at best. Utilizing Organic CPA for Business Growth Businesses can improve their profitability by using CPA monitoring to optimize marketing. This may involve cutting down on ad costs, increasing CPC and conversion rate in order to lower the overall CPA. Organic growth strategies like improving customer engagement or expanding market share will also give business a boost without relying on external factors such as mergers or acquisitions. Tracking Organic CPA helps marketers assess different channels’ performances more efficiently so that they are able to make decisions about where to invest resources intelligently for even better gains. Tracking Organic CPA Alongside Other Metrics Businesses should track CPA along with metrics like ROI, LTV, and conversion rate to have a comprehensive look of marketing performance. Google Analytics, Accuranker, Search Console and Ahrefs are some available tools used for keeping tabs on Organic CPA in combination with other data points. This way they can measure how successful their campaigns are and make decisions based on actual facts to maximize return-on-investment (ROI). By monitoring the Cost Per Acquisition it is possible to detect any problems that may arise during the sales funnel process which could be solved by adjusting SEO strategies such as keyword optimization or creating more tailored content for better conversions without increasing costs significantly. Improving Organic CPA through Optimization In order to maximize organic CPA, businesses should take a holistic approach and focus on strategies such as improving landing page designs, optimizing ad copy for conversions, and taking measures related to customer retention. Optimizing pages specifically designed for organic CPA can be done by ensuring they are concise with scannable elements. Conducting A/B tests in order to determine the changes that lead to higher user satisfaction levels. Focusing on keyword research plus SEO both off-page AND on-page improvements - this leads directly into website design optimization which is also necessary if companies wish organic traffic numbers improve along with potential customers visiting their platform thus generating sales & prospects. Finally,by utilizing experiments involving variations of ads one will be able to ascertain what adjustments result in better outcomes concerning conversion rates too. Case Study: Success Stories with Organic CPA Businesses have seen excellent results when they employ organic CPA optimization to improve ROI. Tactics such as SEO, crafting quality content marketing strategies and optimizing websites with on-page SEO can all be implemented in order to reduce CPA while focusing on organic traffic. It’s not uncommon for success stories demonstrating the effectiveness of these tactics to emerge. Businesses are using them more frequently due to their documented impact on increasing growth and improving overall marketing campaigns. By examining what successful companies did, it is possible to reap similar benefits from leveraging optimized organic CPA methods within one’s own business model. Industry Benchmarks and Comparisons Comparing your business’s organic cost per acquisition (CPA) to industry benchmarks can help you determine if its marketing efforts are on the right track and allow for optimization of CPA so as to maximize profitability. It is accepted that a good customer lifetime value-to-cost ratio should be at least three times, with an average below two being considered inadequate. By gauging your business performance against these criteria it will ensure maximum returns from each individual lead or sale gained through said marketing endeavours. Comparing Organic CPA to PPC CPA Organic CPA and PPC CPA have distinct cost discrepancies that can be evaluated to gain a deeper understanding of the effectiveness of marketing activities. Various factors like competition level, bids placed, relevancy of ads or even regular ad payment for PPC play an important role in these differences. The average Cost per Acquisition when it comes to search is $59.18 while display metrics are at about $75.51. Comparing this data with organic CPA values will give an accurate representation regarding how efficiently your promotional initiatives are achieving results, thus informing better ad spend resource allocations decisions. Setting Target Organic CPA Based on LTV Organic CPA should be lower than one third of the customer lifetime value in order to optimize acquisition costs and improve profitability. Finding a balance between these two elements is key for sustainable business growth, as it maximizes LTV while keeping costs under control. By adjusting Organic CPA according to its relationship with LTV, businesses can ensure increased returns from their investment over time. Tools and Techniques for Measuring Organic CPA Businesses have various tools and techniques available to measure organic CPA, such as Google Analytics, Ahrefs or SEMrush. It is crucial for them to set an appropriate goal in relation to the LTV:CAC ratio. Too low a figure can slow down growth while one that’s higher could be unprofitable. Analyzing data on cost per action (CPA) helps marketers optimize their budget and plan out an effective overall strategy since they get insights into which channels generate conversions at the most economical rate. By doing so they will be able to improve efficiency when allocating resources towards marketing efforts, leading to better results over time. Google Analytics and Other Analytics Platforms Google Analytics is a useful tool for tracking and measuring organic CPA as it tracks website traffic. Other analytics services that can be utilized are Scaleo, LinkTrust, or Everflow. To successfully utilize Google Analytics to measure organic CPA, there are certain steps that need to be taken: setting up conversion goals in GA, activating the linking of Google Ads, utilizing Traffic Medium feature from within GA for organic traffic segmentation. Create custom segments to analyze said organics more precisely while adding annotations marking important changes or events related to your CPSA performance eventually enabling Conversion Tracking too so all conversions generated by an organic source could be monitored too. All these features will provide detailed data about your advertised products via personalised ads which have been attracted through organic search results aiding in optimising campaigns thus leading to better outcomes of returning customers.   Dashboards and Reporting Solutions Marketers have multiple options for tracking and monitoring the Cost Per Acquisition (CPA) of their organic traffic. These reporting solutions can supply key data to measure marketing Return On Investment, allowing them to make calculated decisions in order to maximize results from their efforts. A successful dashboard should contain features such as CPA Metrics, Organic Traffic Tracking Data, Conversion Monitoring Features, KPI Reports that deliver real-time insights plus customizable analytics opportunities along with visuals for comparative purposes or integration tools compatible with popular platforms like mobile devices. All these aspects will enable businesses to improve cost efficiency while keeping track of acquisition performance metrics resulting from optimization measures taken by marketers towards increasing investments into organic sources of media outreach activity. As a result this help companies monitor what is working in terms of acquiring new customers through advertising and producing positive ROI when it comes to overall spending related costs regarding acquisitions associated directly with paid campaigns driving visitors organically directed at those investments set aside specifically meant for gaining the type leads necessary toward achieving greater success rates during online activities revolving around maximizing returns over time against expenses incurred versus outcomes produced effectively monitored under current market conditions governing cost per customer acquired positioned within given trends spread across all verticals competing both internally making sure not go out budgeted parameters designed optimally attain favorable calculations regard gains expected stated advance period kind agreement between client supplier contracted services considered end each campaign completed mark outset future planning stages job schedule right away executing strategies needed optimize results identify important KPIs accurately predict arrival figures mix verify accuracy generated content presented dashboards also serve purpose validating create user friendly environment strategic pricing quickly adjust fluctuating prices change controlling expenditure favor bottom line requirement concerns pre-existing complete plan coming Summary Organic CPA is an effective metric that gives key information about how much it costs to acquire customers via organic search engine visits. With a comprehensive understanding and optimization of Organic CPA, marketers can leverage this data-driven approach to refine their strategies for long term business success. By putting these approaches into practice now you will be able unlock the mysteries behind this powerful tool! Frequently Asked Questions What is a blended CPA? The CPA (Cost Per Acquisition) blended metric is a measure of the overall expense in acquiring customers or users, worked out by calculating the total cost incurred through marketing activity divided by how many individuals were acquired. What is the cost per acquisition CPA? The Cost Per Acquisition (CPA) metric is a marketing measure used to calculate the cost of gaining one paying customer, monitored through tracking campaigns and spending. It gives brands an indication of their ad campaign’s success by taking into account the expenditure associated with each successful acquisition from ads. CPA can be seen as an important factor in understanding total costs when acquiring customers for online businesses. What is CPA in PPC? CPA, or Cost Per Acquisition, is a measurement of the success achieved with various marketing channels such as PPC (pay per click), affiliate programs, display ads, content and social media. This cost calculation involves dividing the total expense on conversions by their overall number to get CPA metrics for gauging campaign effectiveness in terms of acquisition costs. How can businesses reduce their CPA? By optimizing their advertising spending, upping CPC (cost per click) rates and focusing on boosting conversions, businesses can achieve the most out of their CPA efforts. What tools and techniques can be used for measuring Organic CPA? Organic CPA can be accurately gauged using tools such as Ahrefs, SEMrush, and Google Analytics. This approach allows for precise measurement of the cost per action rate.   ### Secrets We've Learned from Years Working with Paid Account Reps at Meta, TikTok, LinkedIn and Google Have you ever wanted to pull back the curtain and see how account reps from the biggest online platforms really do business? After managing over $153 million in combined annual ad spend for our clients, we have a clear insider's look at the inner workings of the paid search advertising departments at Google, Facebook, and others. Most marketing executives we connect with make one of two assumptions about account reps from the major ad platforms. The first group thinks ad reps will be helpful and tell them exactly how to optimize their account (Excuse us if we stifle a giggle here). The second group is more skeptical and thinks account reps are just pushing new products on them. Some of these folks have even had their ad accounts destroyed after following the wrong advice. In reality, ad account representatives offer a mixed bag of services and outcomes. You may expect a dedicated, higher level account rep when you're spending a significant amount on your ads, it's just not always the case. You may get some free ad spend or access to new programs and beta tests, but you're not receiving tell-all access into your platform of choice. It's important to read between the lines and ensure your rep is actually helping to solve your problems and not just reading off an FAQ script. The best service we've ever gotten from a rep is $30,000 in free ad spend. The worst advice we ever received for a client? "You should make an ad where a car almost hits a deer.? Our response? Where would we even find a model deer? " Here's a behind-the-scenes sneak peek at how these platforms really work — and how to navigate these relationships in order to make the most of your ad results. Meta & Facebook Account Reps: Strong Troubleshooters with Generic Advice Meta ads cover several different platforms, including Facebook, Instagram, WhatsApp, and Messenger. Within each option, there are also several placement opportunities to choose from, like feeds, Marketplace, reels, and stories. How to Get a Meta or Facebook Ad Account Representative There's no clear cut path to getting assigned your own Meta account representative. Most advertisers start off using DIY tools and analytics in Meta Ads Manager. If you have issues, you can contact Facebook Ad Support. But if you want a dedicated ad rep, you have to wait until Meta proactively assigns one to your account. This hinges on a combination of factors, like monthly ad spend and business vertical. Pros of Working with a Meta Account Rep One of the biggest advantages of being assigned a Facebook account representative is that they're usually pretty quick to resolve approval issues. A lot of businesses get their ads disapproved because they've been miscategorized. With a Facebook ad account rep, you'll get help troubleshooting those issues around 60 to 70% of the time. Another perk is that your Facebook account rep may give out free money to experiment with new strategies, especially if you've been spending a decent amount of money on your existing ad campaigns. Cons of Meta Account Representatives On the flip side, getting that Meta ad account rep isn't as beneficial as you might hope. Don't expect them to tell you to change your bid strategy, or say, "Hey, I saw this in a related account," because it never happens. They also don't hand out technical account management advice. In other words, maximizing your ads campaign strategies is still in your hands. Reader Takeaway: Navigating Meta ads is still pretty DIY even when you're assigned a dedicated account rep. But if you work with an agency like CNC, you get access to our agency rep, who provides a higher level of support than standard account reps assigned to individual businesses. Plus, our experience helps us navigate who is a decent rep and who is just wasting our time. We know what to ask and we read between the lines of their recommendations to make sure the ad rep is really offering smart strategies to improve your results. For instance, we give you actual guidance on changing your bid strategy or mixing things up like switching to all broad keywords. We know what works and what will destroy your account TikTok Account Reps: Hungry and Eager to Take Your Call TikTok ads let you reach your audience with innovative formats. In-feed and TopView ads are the most straightforward, but you can also get creative with brand takeover ads, branded effects, branded hashtags, and Spark ads. How to Get a TikTok Ads Representative Similar to Meta, you have to wait to get assigned a TikTok representative unless you're an agency. But that doesn't mean you don't get any service before you reach that level. In fact, a lot of our clients have had great experiences with the general TikTok ads manager support team. Pros of TikTok Ads Manager Support TikTok support representatives are eager to take your call. Unlike some of the more established platforms (we're looking at you, Google), everyone at TikTok seems motivated and insightful. We also give them bonus points for offering insights on current trends and what they're seeing work on the platform in real-time. Frankly, you just don't get that level of strategy from other ad platforms. From our agency point of view, the customer experience is also pleasant. TikTok ads reps are very responsive, providing same day answers (and often even sooner). They're also quick to address common client issues, like increasing your company's daily ad spend limits. Cons of TikTok Ads Manager Support The only downside we see with TikTok is that they're not as aggressive with free ad spend as some of the other platforms — especially Snapchat. You can still get some free money to experiment with, but it's not as frequent. Reader Takeaway: In order to get more ad perks from TikTok, you need an agency relationship. For instance, they proactively give us music recommendations and flag copyright issues before they become a problem. We also get exclusive content, like TikTok holiday strategies, guides, and new feature access. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call LinkedIn Account Reps: Ready to Build Your Audience As a B2B platform, LinkedIn has different types of ads to choose from. In addition to videos and single image options, you can also advertise documents, dynamic corner ads, and sponsored direct messages. It's best for lead gen opportunities, especially if you want to book calls with a specific professional audience. How to Get a LinkedIn Ads Account Representative Most businesses start off working independently within the LinkedIn Campaign Manager. If you have issues, you can contact customer support via online chat or webform. Eventually, you may get your own dedicated LinkedIn Ads account representative, but it's invite-only. Pros of a LinkedIn Ad Account Representative LinkedIn's ad reps feel authentic in that they want to build an audience for you and with you. We like that they give actionable information on campaigns like sponsored InMail. On top of that, they're good at audience suggestions, including creating basic prospecting audiences and overlaying lookalikes. You can also test multiple audiences at one time. Cons of LinkedIn Ads Customer Support Despite the quality customer service, there are a few things we don't love about LinkedIn ad support. First, the primary recommendation is webinars, which isn't the best strategy for every business out there. They can also focus too heavily on brand awareness recommendations; and frankly, it's a waste of money. We've also seen high levels of audience overlap on LinkedIn, so it's important to focus on your prospecting methods. Reader Takeaway: Working with a strategic agency partner helps you analyze LinkedIn's recommendations, because we've found they can be quite pie-in-the-sky at times. You don't want to rely solely on an ad rep who is drinking the LinkedIn Kool Aid without fully having your business's best interests at heart. Another bonus you get with an ads agency like CNC is that we know how to get credits back if a new campaign fails. It's certainly possible to do this on your own, but you need to know how to ask — and how to follow up. Google Ad Reps: Helpful with a Healthy Dose of Sales Google sales and support representatives feel like a cross between a true account rep and a salesperson. The job is often outsourced to third parties, especially if you're at a lower level of spending. Because Google is so ubiquitous, there is an almost overwhelming selection of options for ad campaigns, like search, display, video, shopping, and Performance Max — just to name a few. How to Get a Google Account Representative There's no set process to get your own Google ads account manager. It typically depends on the size of your budget, and even then we've seen businesses spending large amounts who still don't receive the invite for a dedicated account rep. But if you need specific support, you can submit a request to talk to a Google ads specialist associated with the platform. Pros of Working with a Google Ad Representative Ultimately, we find Google ads account representatives to be helpful. They aren't quite as quick to respond as TikTok or even LinkedIn, but you still hear back within a reasonable amount of time. Google is also always innovating with their ad tools and resources. While the new products usually take time to perfect, we like that commitment to improving performance and analytics over time. Cons of Google Ads Account Managers So here's where things start to go south when working with Google ads reps. They really want to sell you on something, regardless of what's best for your business. We've seen them recommend spending $100,000 in YouTube ads for "brand awareness." In fact, they place a really heavy focus on brand awareness in general, which may not be the right strategy for every business, especially if you need leads immediately. It also feels like Google ad reps are often trying to push the feature of the quarter. That leads us to believe they may be incentivized to make certain sales. Reader Takeaway: Companies need to figure out best practices for themselves so they don't overspend on the wrong product with Google. We're good at recommending what's a bad idea to avoid completely, or what may be a decent idea that should be tested on a small scale. We also track success rates when Google launches a new product like Performance Max. It takes time to work through the bugs and identify fraud risks and right now, we'd put it at just a 20% success rate. It's not unusual; in fact, this used to be the case with TCPA bidding; it started around 20 to 25% success and jumped to 90%. So Performance Max will likely do better in the future, but we help businesses figure out how to get results now. Benefits of Agency Relationships when working with Paid Search Reps Ad reps can be helpful, but each platform has its pros and cons. On top of that, the level of risk associated with taking their advice at face value ranges anywhere from overspending on the wrong strategy to completely destroying your ads account. That's where Clicks and Clients comes in. We Find the Hidden Value Working with CNC removes time and energy from your in-house marketing team who normally handles ad account relationships. There is value hidden in those conversations with reps, but you need to read between the lines. And with our agency relationships at each platform, we get you access to the best reps who have the most authority to get decisions moving. We Advocate for Our Clients via each Platform’s Representatives Not all campaigns are successful, especially when trying out something new or when there's a technical glitch on the platform. You don't have to simply accept the loss; instead, you can work to get that money back in the form of a credit. But these platforms don't hand out free money too easily. You have to spend the time advocating for that credit, which can be time consuming. CNC does this on your behalf (and we're pretty good at it). For example, we push for credits when service interruptions occur. And while we tell clients to plan on getting nothing, we do oftentimes make progress — it's just usually long after the disruption occurs. It takes a lot of follow up, which many internal marketing departments simply can't handle. But paired with all of the strategy and execution we bring to the table, it's an extra perk our clients love. Take a Test Run with CNC Curious how CNC can help maximize your latest ads campaign? We'll give you $500 in media to test an idea. Just book a 15-minute kickoff call and give us your account access to get started. Tell Us Your Goals Schedule Discovery Call ### Stop Playing the Lottery with Your Ads: A/B Testing for Meteoric Conversion Rates! Introduction What is A/B Testing? A/B testing, also known as split testing, is an experimental method used in digital advertising. At its most basic, it involves comparing two versions of the same web page – the 'A' and 'B' – to see which performs better. Each version is shown to a different segment of your website visitors and the conversion rates are then compared. But, why does it matter? Picture this: You're a marketer who has just crafted the perfect marketing campaign. The visuals are stunning, the copy is catchy, and the landing page is a work of art. But for some reason, your conversion rates are far from satisfying. The question here is, why? Are the subject lines off-putting? Is the call to action weak? Or is it simply that your target audience doesn't care for the background color of the sign-up form? You're playing the lottery with your marketing efforts, making guesses without knowing where you went wrong. This is where A/B testing comes in, my friends. It's time to stop guessing and start testing! The Importance of A/B Testing No marketing team wants to see their well-crafted marketing campaign generate inconclusive results. Yet, without a well-defined process of testing, you're merely throwing things at the wall and seeing what sticks. You need data to drive your decisions, and this is where split testing steps into the spotlight. B testing doesn't just improve your website's performance by increasing conversions; it makes your team smarter. It allows you to understand your audience's behavior and preferences, helping you deliver more impactful marketing campaigns in the future. Plus, as you gather more reliable data from your tests, you can begin testing multiple variables in a multivariate test for even greater insights. The Science Behind A/B Testing Understanding the Mechanics of A/B Testing In a typical A/B test, you start with a hypothesis. For instance, you might think that changing the color of your call to action button from blue to red will increase the click-through rate. Next, you create two versions of the same web page. The first version (A) remains unchanged, serving as your control group. The second version (B) features one changed element – in this case, the color of the call-to-action button. After running the test and collecting data, you analyze your test results to see if there's a statistically significant difference between the two. Did version B outperform version A in a way that wasn't just down to chance? A/B Testing: One Variable at a Time A key principle in A/B testing – one that's sometimes overlooked – is to test one element at a time. Let me tell you a story from my own experience. Early in my marketing career, I once ran an A/B test where I simultaneously changed the heading, image, and call to action on a landing page. While I saw a change in conversion rates, I had no idea which of the changes had caused it. Was it the heading, the image, the call to action, or a combination of all three? I ended up with statistically significant results, but they were practically meaningless because I had no idea what had worked and what hadn't. So remember, test one variable at a time. It's not as speedy as throwing everything at the wall, but it gives you clear, actionable insights. Making Sense of Statistical Significance In A/B testing, achieving statistically significant results is the primary focus. What does this mean? Imagine tossing a coin twice and getting heads both times. Can you conclude that the coin will always land on heads? Of course not. But what if you tossed the coin 1,000 times and got heads 750 times? Now there's a trend that's hard to ignore. Statistical significance is the same concept. It tells you whether your test results could have happened by chance or if they represent a real trend. That's why it's crucial to have a large enough sample size for your tests. Without it, you might be making decisions based on random noise rather than real insights into user behavior. Stay tuned for a step-by-step guide to conducting your own A/B tests. It's time to stop playing the lottery with your marketing campaigns and start making data-driven decisions for meteoric conversion rates! Stay tuned for Part III where we'll delve into 'Why A/B Test Your Digital Ad Creative?' Why A/B Test Your Digital Ad Creative? The Power of A/B Testing in Driving Conversions So why should you A/B test your digital ad creative? Simple. It can revolutionize your conversion rates. No more hoping, guessing, or predicting what will work. With A/B testing, you're basing decisions on hard data. This method shows you clearly what resonates with your audience, which can lead to some pretty impressive upticks in your click-through and conversion rates. Imagine that you've just launched a new product line. You design two versions of the ad creative, one with a celebrity endorsement and another focusing solely on the product's features. How would you know which will get more traffic and conversions? Yep, you guessed it – an A/B test. A well-executed A/B test will show you which ad creative is the most optimized version for your target audience. The Evidence: A/B Testing Case Studies I once worked with a company that was struggling to generate leads from their landing page. They'd tried everything they could think of: tweaking their call to action, playing with the layout, even changing the color scheme. Nothing seemed to make a significant difference. Finally, they decided to A/B test the landing page. For version A, they kept the existing page design. For version B, they introduced a personal story from the CEO in the content, keeping all the other elements the same. The result? A 30% increase in sign-ups on version B. This isn't a one-off example. There are countless case studies out there showing the impact of A/B testing on conversion rates. The key takeaway is that, often, it's the elements you overlook that make the most significant changes. Debunking A/B Testing Myths "But isn't A/B testing just for tech giants with massive amounts of traffic?" I've heard this question many times. The truth is, you don't need millions of website visitors to run meaningful A/B tests. Sure, more data is always helpful. But even smaller sites can reap the benefits of A/B testing. As long as you have enough traffic to achieve statistically significant results, you're good to go. Remember, even small improvements to your conversion rate can make a big difference over time. So, don't write off A/B testing as something only for the big players. If you're serious about maximizing your marketing strategy, A/B testing should be part of your arsenal. How to Conduct an A/B Test Setting Up Your A/B Test So how do you conduct an A/B test? First, identify your goal. This could be anything from increasing the click-through rate on your sign-up form to boosting the conversion rate on your landing page. This desired outcome will shape your test hypothesis. For example, you might hypothesize that adding customer testimonials to your landing page will increase conversions. Second, create your two versions: A (the control) and B (the variant). Remember, only one element should differ between the two versions. This could be anything: the headline, a subject line, an image, the call to action, etc. Finally, split your traffic between the two versions. Use a tool like Google Analytics to ensure that you're dividing your existing traffic evenly and randomly. This is key to ensuring that your test results are reliable. Running Your Test and Analyzing the Results Next, let your test run. Be patient here. You want to collect enough data to make your results statistically significant. Once your test concludes, it's time for analysis. Check out the conversion rates for both versions. If one outperforms the other in a statistically significant way, you've found your winner! If your test succeeds, great! You've found a proven way to boost your conversion rates. If your test fails, don't despair. Even a failed test provides insights into what doesn't work for your audience. Either way, you're gaining valuable knowledge about your audience's preferences and behaviors. The Importance of Continual Testing It's crucial to understand that A/B testing is not a one-off process. Your first test might bring significant changes, but the digital landscape is always evolving. User behavior changes, new trends emerge, and what worked once might not work forever. So keep testing. Test different elements, on different pages, and with different segments of your audience. The more you test, the more you'll understand your audience, and the better your marketing campaigns will perform. In Part V, we'll delve into the best practices for A/B testing and how to avoid common pitfalls. So stay tuned! Best Practices for A/B Testing Start with a Clear Hypothesis Every A/B test begins with a hypothesis. Maybe you believe a more engaging subject line will increase email open rates, or perhaps changing the color of your "Buy Now" button will increase click-through rates. Whatever it is, ensure your hypothesis is clear and testable. Test One Element at a Time Remember my earlier story where I made simultaneous changes to a landing page and ended up scratching my head, unsure which change led to the improvement? It's a classic mistake. Testing multiple variables at once might seem like a time-saver, but it muddies the waters. So, stick to changing one element at a time to gain clear, actionable insights. Allow Enough Time for Your Test Patience, my friends, is a virtue in the world of A/B testing. Your test must run long enough to collect a substantial amount of data. It might be tempting to call a winner after a few days, but doing so could lead you astray. Remember, achieving statistical significance is crucial, so give your test the time it needs. Test, Learn, Apply, Repeat A/B testing isn't a "set it and forget it" type of deal. It's a cycle. Test an element, learn from the results, apply changes based on those results, and then start a new test. Continuous testing lets you adapt your marketing strategy as user behavior and preferences change, keeping your campaigns fresh and effective. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call Common Pitfalls in A/B Testing and How to Avoid Them Testing Too Many Things at Once Yes, I've said it before, and I'll say it again because it's that important. Avoid the temptation to test multiple versions of a webpage with multiple changes in each version. Not only does this require a lot more traffic to achieve statistically significant results, but it also muddies the waters, making it difficult to pinpoint what caused any changes in performance. Ending Your Test Too Early Another common pitfall is ending your test too soon, especially if you see significant changes early on. While it might be exciting to see drastic improvements right off the bat, it's essential to allow your test to run its course and collect enough data. Otherwise, your results may be skewed by randomness, not real trends. Ignoring Small Wins You might be dreaming of that one test that skyrockets your conversion rates overnight. But don't dismiss the power of small, incremental improvements. A 1% increase in your conversion rate might not seem like much in isolation, but over time, these "small wins" can compound into significant gains. Not Considering Mobile vs. Desktop User behavior often varies between mobile and desktop. So, don't forget to factor this into your testing methods. What works for your mobile audience might not resonate with your desktop users, and vice versa. Consider running concurrent tests for mobile versus desktop to ensure that your website is optimized for all users. Overgeneralizing Your Test Results Finally, it's essential not to overgeneralize your test results. Just because a particular page design worked for one product or service doesn't mean it'll work for another. Each A/B test is specific to a particular element, on a particular page, for a particular audience. So while A/B testing can provide valuable insights, don't assume that what works in one context will work in another. Stay tuned for the conclusion where we'll wrap up everything you've learned about how to A/B test digital ad creative to maximize conversion rates! A/B Testing on Facebook: Mastering the Split Test A. Setting Up Your Facebook Split Test Facebook’s testing methodology often goes by the term “split testing.” This setup allows you to run multiple tests at the same time, providing a comprehensive understanding of how different variables perform against each other. To set up a split test on Facebook, start with the creation of a single campaign. Within this campaign, create multiple ad sets, each one testing a different variant. Variants can be anything from audience demographics, ad placement, and delivery optimizations, to creative aspects of the ad like headlines, images, or call to action. One of these ad sets should serve as your control group, a baseline version that remains constant for comparative purposes. It's recommended to set a budget that's about three times your target CPA for each ad set. This allows for sufficient data collection while optimizing for the lowest cost. B. What Can You Test on Facebook? Facebook provides an abundance of options for split testing. Here are some ideas: Audience: Segment your audience based on demographics, interests, behavior, location, and more. You could also test lookalike audiences versus custom audiences to see which performs better. Ad Placement: Test the performance of your ad across different placements, such as Facebook's news feed, Instagram's feed, or the Audience Network. Creative Elements: Experiment with different images, headlines, ad copy, and calls to action to see what resonates with your audience. Delivery Optimization: Test different bid strategies and optimization goals to find out what yields the best results for your campaign. C. Analyzing Your Facebook Split Test Results Upon completion of your split test, it's time to dive into the data. Key metrics to consider include cost per thousand impressions (CPM), click-through rate (CTR), cost per click (CPC), thumb stop rate, and cost per result. Comparing these metrics across your ad sets will reveal the best-performing variants and guide your future campaigns. A/B Testing on Google Ads: Harnessing the Power of Experiments Setting Up Your Google Ads Experiment A/B testing on Google Ads is accomplished through a feature called "Experiments." This feature offers an intuitive process: you select the variable you wish to test, specify the metrics you want to improve, and choose the duration of your test. B. What Can You Test on Google Ads? Ad Variations: Test different headlines, descriptions, display paths, and final URLs in your ads to see which ones drive the best performance. Landing Pages: Test different landing pages to see which ones lead to higher conversion rates. Bid Strategies: Try out different bid strategies to see which ones yield the best cost-per-acquisition or return on ad spend. Ad Schedules: Test different ad schedules to see when your ads perform best. C. Evaluating Your Google Ads Experiment Results After the test's run period, Google Ads provides a detailed analysis of the results. It clearly showcases the impacts of the changes you tested. Remember, even if the test fails to yield an improvement, it's a chance to learn and refine your marketing efforts. A/B testing is the bridge between guesswork and data-driven decision making. Whether it's Facebook or Google Ads, the practice equips you with the knowledge to optimize your marketing strategy. Test, learn, adapt, and conquer the digital advertising world. A/B Testing Tools and Resources Choosing the Right A/B Testing Tool Now that you're equipped with the knowledge of how to A/B test, you might be wondering, "How do I actually run these tests?" Well, there's a variety of tools out there to help with this. Google Optimize, for instance, is a popular choice. It integrates seamlessly with Google Analytics, allowing you to easily set up experiments and analyze the results all in one place. Optimizely is another fantastic option, offering features such as multivariate testing and audience targeting. If you're running an eCommerce store, a tool like VWO might be a good fit as it's designed with online retail in mind. Ultimately, the best tool for you depends on your specific needs and budget. So, spend some time researching to find the right fit. Educate Yourself and Your Team A/B testing is a science, and like any science, it can be complex. Luckily, there are plenty of resources out there to help you and your marketing team become testing gurus. Online courses, webinars, blog posts, and eBooks can all help you deepen your understanding of A/B testing. You might even consider attending conferences or networking events focused on conversion rate optimization. Knowledge is power, and the more you know, the more effective your A/B tests will be. Wrapping it Up: Embrace a Culture of Testing The Mindset Shift A/B testing isn't just a technique. It's a mindset. It's about letting go of assumptions and letting data guide your decisions. Embracing this mindset can lead to impressive improvements in your conversion rates and overall marketing performance. Once you start testing, it's hard to stop. You start to see your marketing efforts as a living, evolving entity, something that can always be tweaked and improved. That's the magic of A/B testing. It's not just about the increases in conversion rates, important as they are, it's about the relentless pursuit of better. The Impact of A/B Testing on Your Business Imagine a world where you're not guessing what your audience wants, but know it. You're confident in your marketing decisions because they're backed by data. This is the power of A/B testing. And the impact extends beyond your marketing team. When you can clearly demonstrate the ROI of your marketing efforts, it fosters trust and collaboration across your entire organization. Keep Testing, Keep Improving Finally, remember that A/B testing is not a one-and-done deal. It's an ongoing process, a never-ending journey towards better understanding your audience and delivering more impactful marketing campaigns. So, keep testing, keep learning, and most importantly, keep improving. Because in the world of digital marketing, learning never stops. Congratulations! You've just taken a massive step towards becoming an A/B testing expert. Now, go out there and let your data do the talking!   Tell Us Your Goals Schedule Discovery Call ### How to Use Geotargeting for Effective Customer Reach In the rapidly evolving landscape of digital marketing, one strategy has emerged as a game-changer for businesses aiming to target specific audiences: geotargeting. Geotargeting is a powerful tool that allows businesses to deliver different content or advertisements to consumers based on their geographic locations. By delivering tailored content to specific audiences, businesses can ensure a higher degree of relevance and engagement, leading to increased conversions and improved return on advertising spend. Two platforms where geotargeting plays a pivotal role are Google and Facebook. Both platforms offer robust geotargeting features that allow advertisers to reach the right audience at the right time, in the right place. The ability to pinpoint audiences based on location can be an invaluable resource, especially when you're promoting a local event, launching a location-specific campaign, or trying to strengthen your brand's presence in specific markets. In this article, we'll delve deeper into the concept of geotargeting, how it works, and why it's so essential in today's digital advertising landscape. Moreover, we will provide step-by-step guides on how to set up geotargeting on Google Ads and Facebook Ads. By the end of this comprehensive guide, you'll have a clear understanding of how to leverage the benefits of geotargeting to reach customers in specific locations effectively. Let's dive in and start exploring the exciting world of geotargeting in digital advertising! Understanding Geotargeting Geotargeting, also known as location-based marketing, is a marketing strategy that allows businesses to target advertisements or content to consumers based on their geographic location. This user's geographical location can be as broad as a country or as specific as a neighborhood. The Importance of Geotargeting Geotargeting has become crucial in digital marketing for a number of reasons: Relevance: Ads tailored to a specific location are more relevant to the consumers who see them. This boosts engagement and ultimately leads to higher conversion rates. Budget Optimization: With geotargeting, you can focus your ad spend on locations where you know your target audience resides, reducing wasted spend on unresponsive markets. Localized Messaging: Geotargeting allows you to customize your ad content for specific locales, enhancing your ability to connect with the local culture, events, and consumer needs. Competitive Edge: Geotargeting can help you outmaneuver competitors by targeting areas they may be overlooking. Geotargeting on Google and Facebook Google Ads and Facebook Ads are two of the most popular social media platforms for online advertising, both of which offer advanced geotargeting features. Google Ads Geotargeting: Google Ads location targeting allows you to target your ads to specific locations. You can choose entire countries, areas within a country, radius targeting, or even choose to exclude certain locations. This is extremely beneficial for businesses with physical stores or services in specific areas. Facebook Ads Geotargeting: Facebook's geotargeting advertising capabilities are similarly robust. You can target ads based on country, state, city, postal code, or even a set radius around a specific location. This makes it a powerful tool for local businesses or events looking to reach a hyper-local audience. In the following sections, we'll dive into the specifics of setting up geotargeting for both Google Ads and Facebook Ads, helping you make the most of these powerful digital marketing tools. How to Set Up Geotargeting in Google Ads Google Ads allows businesses to get their ads in front of the right people at the right time, and crucially, in the right place. To harness the power of geotargeting in your Google Ads campaigns, follow these steps: Create or Select Your Campaign Log into your Google Ads account and either create a new campaign or select an existing one you wish to apply geotargeting to. Navigate to the Settings Under your chosen campaign, click on 'Settings' and then 'Locations.' This will open the location settings for landing pages in your campaign. Define Your Target Locations Enter the specific areas you want to target with your ads. This could be by country, region, city, or even a specific radius around a given location. Be as precise with location targeting as possible to ensure your ads reach your desired audience. Utilize Advanced Features Use Google's advanced targeting options to refine your audience further. You can opt to target people who show interest in your targeted locations (even if they are not physically in that targeted location) or people who are physically present in your targeted locations. Save and Monitor Once you've selected your locations, save your settings. Remember, it's crucial to monitor your campaign regularly to ensure it's performing as expected and adjust as necessary. Implementing Geotargeting on Facebook Ads Like Google, Facebook also offers advanced geotargeting capabilities, making it a powerful tool for reaching your ideal audience. Here's how you can utilize it: Start a New Campaign Log into your Facebook Ads Manager, click 'Create' to start a new campaign, or select an existing campaign to modify. Choose Your Audience In the 'Audience' section, you'll find a 'Locations' drop-down menu. This is where you'll input the geographic areas you want to target. Define Your Target Locations You can choose to target entire countries, states/provinces, cities, postal codes, or even specific addresses. You can also define a radius around a given target location, to capture a local audience. Employ Advanced Targeting Options Facebook allows you to target people who live in the selected location, were recently in the location, or are currently in the location. Use these settings to further refine your audience. Review and Launch After setting your geotargeting parameters, review your campaign settings and, if everything looks good, launch your campaign. As with any campaign, regularly monitor your performance and adjust as necessary to optimize results. Advanced Strategies for Geotargeting While basic geotargeting can significantly improve your marketing efforts, advanced geotargeting strategies can take your marketing campaigns up to the next level. Below, we explore a few of these techniques that you can apply to both Google and Facebook Ads. Layered Targeting Layered targeting involves using more than one criterion to define your target audience. For instance, in addition to geographic location, you can also target consumers based on demographics, interests, or behaviors. This enables you to reach a highly specific audience that's more likely to engage with your brand. Location-Based Custom Audiences Both Google and Facebook allow you to create custom audiences based on specific criteria. You can utilize this feature to target people who have interacted with your business in some way – like those who have visited your website, used your app, or are on your email list – within a specific geographic area. This strategy can help you re-engage with individuals who already have some level of interest in your brand. Geofencing Geofencing is a form of geotargeting where you create a virtual boundary around a specific user's location beforehand. When users enter this 'fence,' they become part of your target audience. This is especially useful for local businesses trying to capture foot traffic or for event-specific advertising. Dayparting Dayparting involves showing your ads at specific times of the day. By combining this with geotargeting, you can tailor your campaigns to when your target audience in a specific location is most likely to be active or responsive. This strategy can help maximize the effectiveness of your ad spend. Remember, while advanced strategies can be highly effective, they also require a greater understanding of your audience and a more detailed approach to campaign setup. Be prepared to invest time in learning, testing, and optimizing to achieve the best results. Tracking and Optimizing Your Geotargeting Campaigns Even with the most well-planned geotargeting strategy, it’s crucial to track your results and continually optimize your campaigns to maximize their effectiveness. Here are a few essential steps to take: Set up Conversion Tracking Setting up conversion tracking allows you to measure the actions users take after clicking on your ad. Both Google and Facebook provide tools for this. By tracking conversions, you can understand if your ads are driving desired actions like purchases, sign-ups, or downloads. Monitor Performance Metrics Keep a close eye on key performance metrics like click-through rates (CTR), cost per click (CPC), and conversion rates. These metrics can provide insight into how well your ads are performing. If these metrics aren't at a level you'd expect, it may be time to revise your ad copy, visuals, or targeting parameters. Use Location Reports Location reports on both Google and Facebook can provide valuable insights into how your ads are performing in different locations. These insights can help you identify trends and make data-driven decisions to adjust your strategy accordingly. Regularly Test and Refine Your Ads Geotargeted advertising is not a "set and forget" endeavor. Regularly testing different elements of your ads, such as the copy, visuals, and targeting settings, can help you understand what resonates most with your audience. Based on your test results, continually refine your ads to improve performance. Remember, the goal of tracking and optimizing is not just to improve individual campaign performance. It's also about gaining a deeper understanding of your audience and their behaviors, which can inform and improve all of your marketing efforts. Common Mistakes to Avoid in Geotargeting Despite its potential for delivering exceptional results, geotargeting can sometimes be challenging, and marketers often make mistakes. Let's look at some common errors to avoid: Overly Narrow Targeting While it can be tempting to get hyper-specific with your geotargeting, this can sometimes limit your reach excessively. If your targeting is too narrow, you may miss out on potential customers just outside your chosen area. Start broad and then refine your geo targeting based on performance data. Ignoring Local Culture and Language The effectiveness of geotargeting ads isn't just about location; it's also about the culture and language of the area. Make sure your ads reflect the local language, idioms, and cultural nuances of the regions you are targeting. Neglecting to Adjust for Time Zones When scheduling your ads, remember that different geographical locations operate in different time zones. It’s crucial to adjust your ad schedules accordingly to ensure you're reaching your audience when they're most likely to be active online. Forgetting to Use Location-Specific Keywords Using generic keywords may not bring the desired results in a geotargeting campaign. Instead, use location-specific keywords in your ad copy to increase relevance. Not Analyzing Performance Data The performance data of your geotargeted ads is a gold mine of information. Not using it to make decisions is a grave mistake. Regularly analyze your performance data to optimize your campaigns continually. Avoiding these common mistakes can significantly improve the performance of your geotargeting efforts, ultimately helping you better connect with your audience, improve your return on ad spend, and grow your business. Conclusion Geotargeting is an integral component in the modern digital marketing toolbox. Its ability to facilitate personalized interactions with customers based on their geographic location makes it a potent tool for businesses aiming to maximize their marketing return on investment. From local businesses trying to attract footfall to multinational corporations aiming to build relevance in new markets, the power of geotargeting cannot be overstated. Understanding the dynamic interplay between customers' geographical and location data and their interaction with your ads can be a game-changer. It helps businesses not just to reach their audience, but to resonate with them, fostering a sense of connection and relevance. By harnessing the potential of geotargeting on platforms like Google and Facebook, you can create ads that speak directly to a localized audience's needs, interests, and cultural nuances, ultimately boosting the effectiveness of your marketing efforts. However, effectively implementing geotargeting strategies demands a blend of strategic thinking, precise execution, and constant optimization. Mistakes such as overly narrow targeting, neglecting local language and culture, ignoring time zones, failing to use location-specific keywords, and not analyzing performance data can undermine your campaign's success. The path to geotargeting proficiency may be marked with challenges, but the rewards make the journey worthwhile. Each successful campaign strengthens your understanding of your audience and refines your approach. With each iteration, you move closer to achieving unparalleled marketing efficiency, targeting precision, and business growth. Embracing geotargeting as a key part of your digital marketing strategy can empower your business to connect with customers in meaningful ways, stand out in the crowded digital space, and carve a pathway to lasting success. The future of marketing is increasingly localized, personalized, and data-driven. By mastering geotargeting today, your business can lead the charge into tomorrow. ### SaaS Dashboards Improve Marketing Performance In today's competitive market, SaaS companies constantly seek ways to gain an edge and stand out. However, success is not guaranteed, with McKinsey & Company reporting that only 50% of SaaS companies achieve multi-billion dollar status despite annual growth rates of 60%. In such a high-stakes environment, accurate data is critical for making informed decisions by SaaS businesses. At CnC, we understand the importance of accurate data and effective dashboards' role in enhancing team decision-making. Our experience has shown that properly utilizing SaaS dashboards can be a crucial success factor for our clients. Source of Truth for Data In the fast-paced and highly competitive marketing world, having access to accurate and timely data is crucial for gathering actionable insights that can make or break a team's success. Dashboards effectively track key performance indicators (KPIs) daily, weekly, and monthly, providing teams with a clear understanding of their marketing performance and highlighting areas for improvement. With a well-designed dashboard, teams can quickly identify trends, spot opportunities, and make data-driven decisions that optimize their marketing strategy and ultimately lead to better outcomes. Without this “source of truth,” team members may struggle to stay on the same page and make informed decisions based on consistent and accurate data, leading to missed opportunities and suboptimal outcomes. Real-Time and Historical Data Dashboards offer real-time and historical data critical in evaluating campaign performance and making informed decisions. With access to this data, media buyers can optimize accounts, sales teams can forecast and provide lead quality feedback, and the C-suite can quickly check performance, improving team communication and alignment. Here is an example SaaS analytics dashboard used to track the volume of qualified leads and meetings in real-time for the client and also allows us to monitor performance in the current month against prior months. ; In this data visualization, each bar graph color represents a different landing page or form through which the leads came in. Each source (paid search, paid social, direct, etc.) has its landing page, which allows for attributing leads and meetings back to its source more accurately than if everything went to a single landing page. Improving Communication and Alignment Inconsistent use of dashboards can lead to confusion and mistrust among team members. If different people look at other data sets, it can cause conflicting assumptions about performance and hinder the ability to make informed decisions. It's crucial to be intentional about the SaaS dashboards created and the metrics included and ensure that everyone using them is on the same page. Alignment between SaaS business departments can significantly improve communication between teams allowing the entire company to operate at a higher level of efficiency. The dashboard presented here is a key component of a larger report that enables Sales and Marketing teams to align on target revenue goals and closed deals. This dashboard provides real-time insights and KPIs to track progress toward revenue targets and identify areas for improvement, empowering data-driven decision-making and strategic planning. Making Data-Driven Decisions Dashboards are an effective tool for monitoring marketing performance and can provide valuable real-time and historical data. Using dashboards improves communication and alignment about key metrics across teams leading to better results. As a CMO, making data-driven decisions by focusing on dashboard metrics is essential. The next step is determining the right metrics to include in your dashboard. This dashboard tracks current-day performance vs. the previous day. This marketing dashboard allows our team to monitor performance internally. It acts as a point of reference for our team to know if immediate action is needed in the ad accounts based on lower-than-expected leads or meeting volume.   Tracking: The Key to Successful Advertising Campaigns Tracking is an essential aspect of any successful digital advertising campaign. In this section, we will dive into the importance of tracking and how it can be improved using HubSpot. We will also review why setting things up correctly in ad platforms and landing pages is crucial to collecting the data for informed decisions. Lastly, we will discuss the benefits of using active lists to monitor specific campaigns and other important initiatives. Why Tracking Matters in Advertising Tracking is a fundamental part of advertising success. If you can track your closed business, leads, and website traffic back to its source, making informed decisions about advertising budget allocation becomes easier. Without accurate tracking, you can't identify winning creative or copy, which makes it a game of luck if you’re trying to scale your advertising efforts. Guessing which advertising campaigns are working and not working can result in misallocated resources and decreased ROI. In short, tracking is crucial to prove the impact of advertising campaigns to stakeholders and decision-makers. This dashboard is a small piece of a more extensive client dashboard showing two reports used to track the volume and cost per contact generated from each campaign in Google Ads. The report tracks MTD data on the left, and on the right, it is YTD data. Regular Testing Ensures Accurate Results HubSpot is a powerful tool for improving the tracking efforts of your marketing strategy. It lets you send data back to advertising platforms and monitor specific campaigns using active lists, like with any tool you need to maintain and perform regular checks and updates to your tracking systems. Testing your tracking is an essential aspect of ensuring its accuracy. By regularly testing your tracking, you can identify any issues and resolve them before they become a bigger problem. Frequent testing of your systems will give you the confidence to make informed decisions. This proactive approach enables you to continually fine-tune your campaigns, improve your return on investment, and stay ahead of the competition. With robust tracking and trustworthy data, your SaaS company can confidently optimize, manage, and scale its advertising efforts, while demonstrating the impact of your marketing campaigns to stakeholders. Want to see how accurate your data is? Book a call with our CEO today! Knowing Your Numbers With a team aligned using SaaS dashboards pulling accurate data on important metrics, you can now understand your numbers to optimize your marketing efforts. Utilizing HubSpot as your source of truth and measuring ad platform costs directly against the KPIs in your SaaS Dashboards will provide you with accurate data to make informed decisions. This dashboard serves as a centralized platform for tracking the sales team's inbound and outbound opportunities. Its color-coded bar graph clearly shows opportunity types, including outbound calls, outbound emails, and meetings scheduled through paid traffic sources. Forecasting Lead Volume and Expected Demand It is crucial for the marketing team to know these important numbers as it allows you to forecast lead volume, sales demand, and customer acquisition cost (CAC) and track the actual customer lifetime value (CLV). With key business metrics like this at your fingertips, you can unlock new growth opportunities for your ad accounts. However, many companies struggle to scale their marketing efforts due to a lack of understanding of what drives new customers and the costs of customer acquisition at scale. Why does it matter? Knowing your SaaS metrics gives you and your team not only the ability to adjust ad spend, change creative, or pause keywords all in an effort to increase the qualified leads in your sales pipeline. With this type of data you can trust, you can reverse engineer your product pricing, conversion rates, and lifetime value to accommodate any increase in customer acquisition (CAC) cost as budgets increase. These marketing analytics are essential for sustained growth and avoiding the common pitfall of a marketing campaign that begins with success but can’t be sustained due to a lack of rising media spend. Understanding your numbers through accurate data tracking and measurement is critical to making informed decisions, forecasting success, and achieving sustained growth. Utilizing HubSpot as a source of truth and measuring ad platform costs against KPIs in your dashboards can provide the data necessary to achieve this understanding. With the expertise gained through our 90 Acquisition Evolution program, we can help improve communication and alignment across departments while tracking your SaaS metrics more accurately. Want to create high-performance advertising campaigns? Book a call with our CEO today! ### How to Take Advantage of the Post-Pandemic Pent-Up Demand for Vacation Rentals and Lodging After a year of living through a global pandemic, people are traveling to satisfy their travel fever as life begins to return to normal and an increasing portion of the population gets vaccinated. With this return to normal comes a high demand to travel, making the rest of 2021 an extremely competitive year for vacation rentals and lodging. Though the competition is fierce, there are plenty of ways you can take advantage of this increased demand and keep your rooms and rentals booked through 2021. Check out some of our tips for vacation rentals and lodging companies this year.   Increased Demand Means Increased Competition The travel industry suffered a massive blow in 2020 as the pandemic resulted in restricted travel. However, as we begin to return to a sense of normalcy, the demand to travel has skyrocketed. With this increased demand comes increased competition as other lodging businesses try to vie for the consumers’ attention and money. This means any vacation rental or lodging company needs to maintain a competitive edge in both pricing and offerings. Along with increased demands  comes increased advertising costs as more competitors enter the market. Keep this in mind when determining an advertising budget for the year.   Consumers Want Clarity and Transparency Many potential customers have been waiting a full year to take a vacation, which means they want to know exactly what they’re getting themselves into. No surprises (unless it’s a free bottle of champagne or an unexpected room upgrade, of course). This year, transparency is of utmost importance to consumers. Tell your potential guests exactly what amenities are available, don’t try to sneak in any hidden booking fees, and alert them to any amenities or features that may be unavailable prior to booking. Consumers want to see lodging options that reflect reality, not a deal that’s too good to be true. Provide high-quality, realistic images of the home, unit, or room, and skip the wide-angle lenses. Be sure that the photos are current and include images of the entire property, hotel, or resort. When writing property descriptions, avoid writing long narratives. Write a brief introduction followed by bullet points to highlight major features.   Mobile Experience is Key Consumers are using their mobile devices more and more to make purchases and book travel, particularly through an app. If you have a travel booking app system already in place, you’re in luck — conversion rates for bookings through a travel app are five times higher than regular mobile conversations.   Even if your potential customers don’t opt to book on mobile or through an app, 70% of consumers research travel on their cell phone prior to booking, according to Stratos Jets. Revisit your mobile booking process and put in a conversation rate optimization flow to increase speed and decrease friction for users.   UX More Important than Ever Because the market is more competitive this year as a result of increased demand, providing a great, easy user experience (UX) is essential. Clunky UX, slow loading property description pages, and difficult navigation will result in fewer bookings. Linking out to a third party booking module may also reduce your chances of pulling in the number of bookings you’re hoping for this year. But, integrating third party vendors into your own booking process can be enticing. Offering services like beach chair, umbrella, and bicycle rentals during the booking process can make the UX more seamless and improves the experience by centralizing add-on amenities.   Fully Disclose Fee Structure Up-Front This year, consumers are less tolerant of additional booking fees, so you can expect to see abandonment on books if you’re increasing fees for your customers. Try to limit additional fees as much as possible and keep the pricing transparent throughout the entire booking process so that consumers know how much they should expect to pay. In 2021, the vacation rental and lodging industry is seeing a real pushback from consumers on facilities and resort fees. If there is a real need behind these fees, it’s best to raise your rates rather than tack on extra fees. If your business has high-end luxury rentals, we recommend increasing the required deposit as a way to minimize cancellations. There is a noticeable correlation between deposit as a percentage of the total rental rate and follow-through on booking commitment.   Understand Past Consumer Data Use your understanding of consumer data from the past to determine the best way to geo-target your advertising in search engine optimization and pay-per-click campaigns. Analyze past data to pinpoint areas of the country from where your guests typically travel and target the appropriate percentage of your advertising to geo-target areas that have historically produced bookings.   Utilize Email Communication Best Practices for Lodging Familiarize yourself with best practices for email communication and implement strategies like sending a follow-up confirmation email that outlines the transaction with full transparency into the entire fee structure. Use emails to keep your guest engaged and excited about their upcoming stay.  A good structure for email campaigns is as follows: Booking confirmation email immediately after purchase Two weeks before the scheduled trip, send an email with a subject line such as “We’re excited to see you!” and include any important information guests would want to know. If there are any amenities or features that will be out-of-order at that time, be sure to give your guests advanced warning as they appreciate the transparency. Three days before the booking date, send another friendly message with more time-sensitive information and include suggestions on activities in the area. This is also a great opportunity to provide any coupons or specials to activities or events in the area. Post-stay email. Sending a thank you email and a feedback survey 48 hours after guests’ stay is a great way to remain engaged with them and receive real feedback about your business, fostering a relationship with each customer that could lead to future bookings. Takeaway: With an increased demand for travel accommodations over the next year, vacation rental and lodging companies have a great opportunity to increase bookings — especially after a dismal year for travel. But, in order to take advantage of the increased demand, businesses need to pay close attention to how they advertise features, providing full transparency on accommodations and fee structure. This is also an important time to test your mobile capabilities and overall UX to ensure that you standout among your competition. ### The Shift to Direct-to-Consumer Accelerates in ‘21 The eCommerce industry has changed the way that we all shop, moving away from brick-and-mortar setups and providing greater access to all types of products. However, in recent years, Direct-to-Consumer (DTC) ) retail has exploded. And for good reason. If you’re still using a middleman operation to buy and sell your products, consider making the switch to DTC and improve customer loyalty, increase returns on ad spend, and bring in more sales.   What is Direct-to-Consumer (DTC) eCommerce? Essentially, the DTC business model allows companies to sell directly to their consumers. This means that your brand is in control of creating, marketing, and shipping products. Although this may sound like a lot of extra work, the benefits often outweigh the additional responsibilities.  DTC companies are responsible for getting products to customers, but they also have more flexibility as there are opportunities to collaborate with in-personal retailers and host pop-ups.    Why Switch to DTC? DTC is More Profitable One of the biggest reasons that retailers decide to sell directly to consumers is because of the earning potential. Companies no longer need to dish out fees to third-party marketplaces in order to fulfill their orders, which means they’re taking in more money per sale. Data shows that high-income earners tend to prefer buying directly as well. Attracting a consumer base with more disposable income increases the chance that these shoppers will spend more money with your company.   Avoid Going Out of Stock When you’re in control of all aspects of your business, you can set more realistic expectations for your customers. Working with third-party manufacturers and wholesalers means that sometimes you may have a large number of orders for a specific product only to find out that the third-party vendor is out of stock. This delays your product shipment and can create friction with your customer. Even if the delay isn’t directly your fault, the customer may see it this way, preventing them from returning to your eCommerce store. When operating as a DTC business, you may run out of stock from time to time, but you’ll be able to alert shoppers to items that are low in stock or preemptively notify them of potential delays. Gives Brands Greater Control Over UX When you control all aspects of your company, you can provide a better overall experience for your consumers from the way your website works to the quality of customer service. You are also able to collect and utilize first-party consumer data to make shopping more personalized, something most consumers have come to expect and prefer. This means offering personalized recommendations and offers based on behavior and buying history. Using this first-party data is becoming increasingly more important as Apple and Google begin to limit the ability to track consumers in order to protect their data. Working directly with consumers also tends to increase brand loyalty as you're able to create a better experience and provide top-notch service. Building customer loyalty is more cost-effective in the long run than continually attracting new customers, so it is a vital goal for eCommerce businesses.   DTC Shops Less Affected by the Pandemic The pandemic had a devastating effect on many traditional businesses, but direct-to-consumer eCommerce companies actually grew over the last year. This trend makes sense as high-income earners tend to buy DTC more often, and this demographic was largely unaffected economically by the pandemic. Fear of going into public places and restrictions on businesses being open during the pandemic were two other factors that lead to an overall increase in eCommerce sales which some predict will continue.   How to Run a Successful DTC Business Build Search Engine Visibility Using search engine optimization to grow your online visibility is key to running a successful eCommerce business. Using these strategies will help your business to appear higher on the search engine optimization page (SERP) and allow more consumers to discover your products.   Take Advantage of Social Media The most successful DTC brands use a combination of SEO tactics and social media strategies to increase awareness and build customer loyalty. Creating a strong brand presence on Instagram can help you turn your followers into micro-influencers, a type of marketing that is extremely successful. According to the Digital Marketing Institute, 49% of buyers rely on recommendations from social media influencers. If you’re going to run a DTC business, you should also take advantage of highly targeted Facebook ads. When you have greater control over your business with the DTC model, you have the opportunity to target your audience more specifically and increase your chance of converting a consumer into a customer.   Offer a Range of Products If your products are too niche, you are limiting your SEO potential. With any type of eCommerce business, you want to make sure that people can find your company, and SEO marketing is one of the best ways to do that. With a wider range of SKUs, you have more options for targeted keywords, which means more opportunities for consumers to discover your brand.   The Takeaway:  The eCommerce industry is constantly changing the state of retail, and DTC is one of the latest changes that companies are latching on to. The benefits of selling directly to customers are clearly evident in that you have greater control of your business, allowing you to build stronger relationships with customers and provide them with a higher level of service.   ### Google My Business Messaging: Engage Directly With Your Customers Have you heard about Google My Business messaging? It's a great marketing tool that can help businesses monitor customer behavior and target Google's business messages to specific demographics to increase their exposure. With GMB messages, companies can use Google business messages to improve search results and connect with customers directly through Google Search. In today's world, where mobile traffic is on the rise, it's more important than ever for local businesses to take advantage of visibility and gather valuable customer insights. For example, did you know that 88 percent of all local SEO mobile searches result in a follow-up phone call or a visit from a potential customer to the store within 24 business hours afterward? That's why utilizing a tool like Google My Business should be a top priority for any business looking to succeed in today's digital age. What is Google My Business Messaging? Have you ever searched for a business on the Google Maps app and noticed the Google My Business (GMB) listing that appears? GMB uses your geolocation to identify nearby businesses with a GMB profile, which can attract locals and travelers to your physical business location. You can enable Google My Business messaging when you create a GMB account and provide your business information. This chat feature allows anyone who finds your business (via a Google search listing, Google Maps, or GMB page) to contact your business messages to you directly. In addition, you can select which notifications to respond to and choose messages to reply to through the GMB app or website. Your Google business profile will display on the search engine results page (SERP) with relevant information that customers search for, such as your phone number, website link, business profile, listing, and even a button for messaging your business directly if you activate this feature. This makes it easy for potential customers and Google search to learn more about your business and connect with you directly. Advantages of Google My Business Messaging Engage Directly With Potential Customers Google and My Business messaging are great tools for businesses to connect with customers personally and directly. This chat feature allows companies to answer specific queries, provide personalized assistance, and boost customer satisfaction in a few minutes, leading to more customer engagement and eventual brand loyalty. Using Google My Business messaging can also set businesses apart from competitors by exceeding customer expectations and simplifying the communication process for customer inquiries. It's essential to keep up with this trend as more and more customers turn to the Google search front's business messages to get in touch with businesses. Ignoring these inquiries could result in lost revenue and negatively impact the business listing customer journey, highlighting the significance of activating Google business messages as an in-app search feature. Customize Messaging Another great perk of Google My Business over traditional channels is that it allows you to customize the first automated welcome message and greeting your company sends to users who message you. This feature demonstrates your business's reliability and commitment to excellent customer service. Personalizing your welcome message can make your customers feel appreciated, increase engagement, and promote trust, ultimately improving the overall customer experience. It can also help you stand out from competitors who may still need to take advantage of this customer service aspect! So why not add your personal touch to your greeting and welcome message? Set Automated Messages Google My Business messaging offers a robust feature that enables businesses to set automated responses to customer messages based on specific keywords, thereby providing customers and potential customers valuable information without requiring firms to respond to each inquiry individually. This feature can improve response times and enhance Google's business messages and overall customer experience. By creating automated text messages for frequently asked questions, businesses can provide a quick and efficient solution to customers' needs, ultimately saving time addressing inquiries while meeting customers' expectations. In addition, this feature offers a streamlined approach to customer service to help businesses stand out from their competitors, increase customer satisfaction and improve customer satisfaction. Share Photos One effective way to generate interest in Google business messages and attract customers to your store or business through your Google My Business profile is by sharing photos of your products and services. This could include showcasing your inventory, location, and hours of operation, among other relevant Google business messages that you can see in detail here. Another helpful feature of Google My Business messaging is the ability to send photos, Google Maps, or other information to potential customers upon request using Google business messages, providing them with instant access to essential details about your business. This feature can also customize messages and send relevant images, such as product photos, Google Maps, or directions to your store. Utilizing these features lets you showcase your products and services to potential customers, giving them a better idea of what your business offers. Sharing photos through business messaging channels can be especially helpful for customers who want to learn more about your store before visiting in person, making it easier to make informed decisions about their shopping needs. How GMB Integrated Messaging Helps Businesses Ditch those phone calls and emails; messaging is the way to go if you want to keep your customers happy! And for businesses looking to up their messaging game, Google My Business messaging is the perfect tool to make this all happen. By using Google business messaging and messages API, companies can create a way for customers to message them directly, enhancing the customer experience and potentially increasing sales. Here are some cool ways to integrate Google business messaging into a standalone app to enable messaging and help take your Google business messaging up to the next level: Increase Engagement with Customers Google My Business messaging is the perfect way for businesses to connect with customers directly. You can use it to answer customer queries, offer personalized assistance, and build engagement with potential customers, which can keep them returning to your brand repeatedly. Using Google My Business messaging, you can stand out from your competitors and offer a unique customer experience through a streamlined communication channel for customer inquiries. It's a fantastic way to build customer relationships and provide personalized service by tailoring your responses to individual conversations. So why not try it and see how it can benefit your business? Leverage Automation & Customization Features And that's not all! With Google My Business messaging, businesses can use automation features to make things more accessible. For example, you can set up automated message templates for frequently asked questions (FAQs) and even create customized greetings based on how the customer interacts with your business. This means you'll have a more efficient response time when responding to inquiries while keeping the conversations engaging and relevant. It's a win-win! Reach Local Audiences Easily Another cool thing about Google My Business messaging feature is how it can help businesses reach local customers easily and quickly from multiple locations. By enabling the GMB messaging feature on Google business profiles, you give potential customers a direct and easy way to get in touch without going through multiple channels like emails or phone calls. Enabling this feature can also increase your business profile visibility on the SERP since your business profile listing will appear with a “message” button next to it. That way, people can use the chat button to contact you immediately, making it easier for you to connect with potential customers and ultimately grow your Google business profile. Grow Customer Retention Rate Last, Google My Business messaging can boost customer satisfaction and retention by adding extra support to business messages. And you know what they say—happy customers = loyal customers! Giving customers direct access to timely answers and sensitive info from your business (instead of having them scour the FAQs or wait forever for an email) builds trust and keeps them returning for more. Plus, it's a great way to score some sweet insights about your customers, which you can use to personalize your marketing efforts with things like remarketing campaigns or tailored product recommendations. Pretty nifty, huh? Advanced GMB Google continually enhances its platform to improve the experience for business owners and users alike. By refining your local SEO strategy to expand your local market, leveraging the many features Google offers is essential. With 86 percent of consumers reading reviews before making a purchase decision and 68 percent increasing their likelihood of visiting a company after seeing favorable reviews, effectively managing your Google My Business reviews can help drive business engagement. By utilizing newer features such as posts, offers, and products, businesses can provide detailed information about their offerings and promote specials and discounts to attract and engage customers. In addition, GMB alerts users to how many people saw their business listing. The keywords used to make a Google business profile have customers find it, providing valuable insights to optimize their business descriptions. Optimizing your GMB listing helps increase visibility on the SERP and demonstrates engagement to attract potential customers. Conclusion The Google My Business messaging service is a game-changer for businesses looking to get ahead. Through its private messaging channels, you can connect directly with potential customers in just a few clicks. Plus, features like automated messages and custom greetings improve the customer experience. But that's not all! With an integrated messaging and chat feature, you can offer real-time assistance and add extra value to the customer experience. Unsurprisingly, many customers prefer using GMB messaging over other traditional communication channels. So what are you waiting for? Sign up for a GMB account and tap into all its unique features, including messaging! With GMB, you can grow your online presence and build connections with your audience like never before. ### 5 Conversion Rate Tactics That Are Low Cost, High Reward Ultimately, the goal of any business is to convert consumers into customers—and keep those customers coming back. But, the term “conversion rate” in marketing merely reviews the percent of people who perform a desired action, so depending on your business goals, conversions can be defined a number of ways. Perhaps you’re trying to convert people to sign up for your newsletter, thus guiding them further along on the buyer journey. Regardless of goals, there are a number of easy ways to increase conversion rates without having to spend much money.    1. Enhance UX User experience (UX) is a major focus for today’s marketers because consumers have quick access to thousands of competitors via the internet. If your company isn’t offering a great UX, it’s very likely that your potential customers will turn to another avenue to find the products they are looking for.  UX is somewhat self-explanatory—it’s all about how the user experiences your website, which means you want it to be visually appealing, contain quality content and copy, and feature easy navigation. Consider your target market and find a look and voice that matches your audience. Other factors that play into UX include short checkout processes, quick site speed, and product recommendations.    2. Display Customer Reviews Though some companies may be hesitant to let shoppers freely speak their mind in the form of customer reviews, it can be very beneficial to conversion rates. Online shoppers tend to seek out reviews as a way to get insight into your brand and learn more about products. Many eCommerce clothing companies allow for customer reviews with photos, which helps other potential buyers get a sense for the quality of the material and the overall fit.  Allowing consumers to have access to this kind of information can certainly persuade many people into purchasing from your business. Be sure to use actual customer reviews to lend credibility to your brand as many online consumers are savvy enough to spot fake reviews. According to a 2018 study by Boast, 68 percent of shoppers are more likely to make a purchase after reading positive reviews. In many cases, consumers trust online reviews nearly as much as word-of-mouth suggestions, making reviews a vital part to your conversion strategy.   3. Focus on Reliable Customer Support If you want to create a long-lasting relationship with your customers, providing them with customer support is vital. For many consumers, an eCommerce brand with no form of customer support or contact information is a major red flag. It tells the buyer that you don’t want to deal with their issues or hear their concerns. Instead, you should make it as easy as possible to contact your company through a Contact Us form, website chatbot, customer service phone number and social media pages. With so many ways to contact your business, customers are more likely to trust your brand.  Simply having contact options isn’t enough, though. Your support team should be highly trained to handle common questions and provide friendly service. You can boost conversions rate easily by setting clear guidelines for your support team and providing helpful customer service to consumers. You can also offer support through other channels on your website like a FAQs page and a page clearly outlining your return/exchange policies. The more transparent you are with your customer, the more they will trust you and want to continue supporting your business.   4. Offer Loyalty or Rewards Program One of the greatest ways to boost conversion rates and maintain repeat customers, much more budget-friendly than constantly attracting new ones, is through speciality discounts and loyalty programs. Consumers like to feel special and recognized, so it’s important to provide that experience. If a customer has previously purchased from your business, you may consider sending a follow-up email with a discount code—20 percent off your next purchase. A reward like this encourages consumers to buy from you again and shows your appreciation of their business. An alternative reward would be an actual loyalty program, which tracks consumers’ buying history and rewards them accordingly. For example, maybe they receive a free gift after 7 purchases or $20 off after 10 purchases.   5. Take Advantage of Remarketing Ads Remarketing campaigns are one of the tactics with the highest ROIs, making it a valuable strategy. If you’re already using PPC marketing (pay-per-click), you can easily implement a retargeting campaign. These types of ads are specifically targeted at users who have visited your site in the past, viewed products and perhaps even added items to their cart but never actually purchased. By launching a remarketing campaign, these users will receive ads promoting products from your site that they were previously interested in, reminding them to reconsider and return to complete their purchase. This tactic can be extremely successful at boosting conversions.  Another strategy to consider that requires less money upfront is to integrate cart abandonment emails into your email marketing. These emails are sent to people who began the checkout process but never finished. Sometimes just a reminder email can be the push a consumer needs to return for their deserted product.   Boosting your conversion rates is just a matter of adjusting your strategy. And, thankfully, you don’t need to drop big bucks to do that. Test out some of these tips and track your conversations to see which strategies work best for your business model. ### How To Improve Page & Site Speed What is Page Speed? If you’re not entirely sure what the term “page speed” refers to, it’s not a difficult concept to grasp. Essentially, page speed simply refers to how quickly a web page loads.    Why Does Page Speed Matter? When it comes to running a website in this day and age, page speed matters—a lot. As a global society, we have become accustomed to having information at our fingertips all times of the day, and we expect that information to come to us quickly. Users who visit a website that is loading too slowly, will quickly move on to the next site, potentially making them a competitor’s new customer. Page speed is a part of UX (user experience), and it matters if you’re trying to optimize conversion rates and grow your sales. Consumers will not wait around for a page to load just to browse your products. It’s much more likely that they will simply visit a different site from the SERP (search engine results page). According to Hubspot, 47 percent of people expect sites to load in under three seconds, and even just a one-second delay on your site can reduce the number of people who view your page.   3 Ways to Improve Site Speed 1. Optimize Images One of the greatest reasons for slow site speed or page speed is due to large files that slow down your servers. You don’t need large image files for every photo on your website. In fact, it’s a good idea to compress images prior to loading them on the site to help reduce loading time. If you’re using graphics on your site, PNG files are recommended while JPEGS are typically used for photographic images. Optimizing images on your website not only helps with page speed, but it can also improve SEO rankings, boost conversion rates, and reduce hosting costs by requiring less storage.   2. Use a CDN A content distribution network (also known as a CDN) is a group of interconnected servers, which share the job of delivering website content to users. Depending on your market, a CDN can be more beneficial than a load balancer as a CDN is a widespread network across many geographical locations while load balancers are physically close to one another. For any business who is delivering content and products to a large audience, both a CDN and load balancer may be necessary. Both help to improve site speed and deliver information, though a CDN stores copies of your data in different locations, so if one should go out, the remaining servers can still present the content to users.   3. Use Browser Caching The purpose of a browser cache is to improve site speed by storing information, so that upon a second visit to a website, the browser no longer has to reload all the same data it had previously loaded in the past. If you are not currently leveraging this capability, you can use tools like YSlow or Google PageSpeed Insights to learn about your current site speed and how to improve it. Tools such as these also allow you to set expiration dates for browser caching, so that you can improve site speed for users.   Page speed is a major part of delivering a great UX to consumers. Without a site that loads quickly, you’re at risk of driving your customers away from your site and perhaps directly to your competitor, which is why it’s such an important detail to focus on. Try implementing some of these tips to increase site speed and optimize your SEO rankings. ### Ditch the Old Paid Search Strategies: Try These Alternatives We get it. The pay-per-click world is an ever-changing one. Once you’re caught up, it’s easy to get comfortable and coast, confident that you’re in the clear for a while longer. But even if you’re  relying on strategies as recent as 2018, you’re due an update. Trust us, those comfortable, old ways can do more harm than good: it’s time to say goodbye to the old, evergreen paid-search strategies and begin to implement a strategy that’s a little more 2021.    Don’t Bid on Position Bidding on position isn’t the best move now that Google has deprecated the average position metric, so the original position is no longer capable. There are different alternatives but we’ll focus on what we most recommend: When it comes to Google, try a target impression share strategy. Be sure to focus on absolute top of page or top of page. The downside? You may find there is less value in battling for first or second position—that’s because the CPC end game is to cut down on ultimate efficiency. Tread carefully.    Bid on Brand Keywords If you’re assuming that you can stop bidding on brand keywords because brand is covered by SEO, you’re wrong (sorry!). Leave that kind of confidence to the big brands and make sure you’re giving yours more frequent TLC. To keep competitors at bay, you’ll need to make your presence known, diverting traffic from the other guys. You have to bid on your brand keywords again, and make sure you can scale the value of it by having a bid strategy in place. Being present also means you have the opportunity to customize the consumer path as well as your messaging.    Don’t Focus on Max ROI It sounds great in theory but when you scale the target, things can go wrong, like losing focus on your total return. Scaling up ROI/ROAs can narrow your audience, which decreases your audience. Alternatively, try (when working with Google) max conversion value, which chases the revenue for you (but could also lower the number of sales). Or try max conversions to target CPA, which, while it doesn’t account for ROI or value, it does work like max clicks.    Try a Max Click Bid Strategy An old strategy you may have used with Google is target impression share, meaning that you’d rather be seen than to consider that in doing so you sacrifice potential web traffic, not to mention  efficiency. Bidding to be visible is no longer a winner’s game. In theory, top of page visibility is in theory attainable, but there’s a cost. Is it worth it to spend too-much money? Only if you have a disposable budget and only if you can offset the effects of trickled-down inefficiency. There are more efficient ways to do the branding while still using keywords. Why not go for a max click bid strategy, careful to use a high CPC that enables it to get aggressive (but not limiting) with rank. Also, be sure not to go more than a week without a CPC cap or you’ll sacrifice the efficiency of the rule.  What extinct strategy can you update today? Contact us to discuss a paid search game plan that will help grow your business! ### Visual Social Media Marketing: 2021 Strategies to Utilize Now Are you taking advantage of the best new tools at your disposal? It’s crucial to be aware of and utilize the full spectrum of visual innovation that’s been emerging. During the pandemic, the need for outstanding visuals has skyrocketed. What are you doing to differentiate yourself from the competition? As social media usership has grown, so has the need to stand out. From easy-to-compose videos to augmented reality, the following trends are exciting ones that promise to make your content really count in 2021. Boost your brand and start taking advantage of these visual social media strategies now.    Instagram Reels Videos are the kings of content right now, especially now that Instagram has made user-friendly Reels a part of its incredibly effective platform. Added last year, this easy-to-use tool allows users to craft together a video montage using AR from IG’s effects gallery along with tunes from the Insta music library. Film and edit on the go using a timer (choose the length of the video and there’s a countdown before the recording starts). Speed the content up or slow it down—that goes for both the video as well as the music, so you can stay on beat. Align the clips to make for seamless transitions. All in all, it’s a cool tool that will make for attractive, easy-to-assemble content.    LinkedIn Live  LinkedIn Live has changed the way brands can connect with consumers. In the age of COVID, virtual is everything, and it is everywhere. With LinkedIn Live, brands stream their events live, instantly reaching its connections. On average, a video on LinkedIn Live generates more than 24 times the comments of an average native video. The word-of-mouth of the platform travels far, giving your brand the extra umph it needs to stand out to the audience you’ve worked so hard to establish on LinkedIn. The storytelling opportunity is yours to take advantage of–utilize it in every way you can and reach consumers and potential customers around the world.   Visual, Real-Life Testimonials  Are you taking advantage of the great testimonials you’ve received (or could be receiving?) A visual testimonial is different from a written testimonial in that in combining an image or video with the testimonial, you’re adding impact when you share them on your social media sites. We are all drawn to visuals, and even more so when it’s a real person (not a sales-y pitch) vouching for a product. Try incentivizing customers to post a homemade video testimonial of a product, tagging you in the process. Since you’ll be reposting, customers will know the original poster was a real person vouching for your brand of their own free will. Be sure to doctor up the visual to make it more aesthetically pleasing—make the customer look great but don’t worry about the laundry in the corner of their shot (because laundry is real!). When you share it on social media, viewers will be able to sense the authenticity and will trust your brand more for it.    What visual tool will you utilize this week? Contact us to discuss what social media strategies will work best for your business! ### CRO & SEO: How To Combine Them To Affect Your Bottom Line Contrary to what some marketers think, CRO (conversion rate optimization) and SEO (search engine optimization) do not actually compete with each other. CRO and SEO go hand-in-hand to drive your website’s traffic and improve conversion rates. When it comes to marketing, conversions refer to any desired action. You might be trying to convert your website visitors to newsletter subscribers or actually paying customers. Everyone’s goal is different, but what’s more important is ensuring that your SEO marketing strategy and conversion are working together.   What is CRO? Conversion rate optimization is a strategic method of convincing visitors to your site to take a specific action. Using CTAs is one way to boost your conversion rates because you are giving your target market clear instructions on what you want them to do, whether it be to make a purchase or to contact your business for a service quote.  CRO typically involves making minor adjustments to an existing strategy and tracking the results. Although CRO and SEO work together, they are not the same metric. SEO is a way of organically growing your website traffic, increasing your exposure, while CRO focuses on the user’s experience and how to entice them into converting.   How to Use SEO and CRO Together Look at Your Numbers Before you can begin tying your SEO and CRO strategies together, you need to take a look at your analytics. You may have high organic traffic to your page, but if you’re not converting visitors, then your CRO strategy needs adjustment. For others, their CRO might be good, but they’re not bringing in the traffic that they need to raise those conversion numbers. In this case, you’ll want to focus your energy on creating a better SEO strategy in order to attract more web visitors to convert.  During your audit of your website, note pages where customers should be converting (such as product pages or newsletter sign-up pages) and record how much time they’re spending on the page. If people are immediately clicking away, your call-to-action may not be prominent enough.   Implement Testing Once you’ve identified areas of your website that are receiving a lot of traffic but not converting consumers, it’s time to try testing out conversion strategies. Adjust your messaging, make the desired action more clear and implement abandoned cart strategies through email marketing and retargeting ads. You can also try using long tail keywords as a part of your SEO strategy to attract more people who are searching terms that are more relevant to your company. Focusing on keywords that are too general can give you good SEO results in that you’re attracting a lot of traffic, but many of those visitors may not actually be looking for the products that you’re selling. This part of the process may take time as you try different methods and record the results. Be sure to set a specific testing time, so that you can analyze the results.   Adjust Strategy Based on Results After you’ve tested different conversion strategy methods, you need to review the results and determine which elements are most beneficial to CRO. Focusing on improving and narrowing down your SEO strategy to attract your specific audience will help boost conversions as you’re bringing more people to your site who are actually interested in your business. Use the strategies from your testing phase that improved results as a long-term solution to boosting CRO. If you’re looking for a way to tie your CRO and SEO strategies together, Clicks and Clients can help. Our team of experts has a comprehensive knowledge of these optimization strategies and can create a plan to track each metric and improve both simultaneously. ### How Apple's iOS 14 Will Impact Facebook Advertising If you’ve updated your iPhone to iOS 14, you may have already noticed a popup when opening your Instagram or Facebook apps. In the update, a popup screen asks users if they want that app to track their activity online. Since privacy issues have gotten so much press lately, and with big tech companies in the hotseat about how they use a person’s personal information, the projection is that most people are going to opt out. Given the choice, many users will figure that having their actions on various websites followed is not a good thing.  That’s their choice, but it’s a consequential one for advertisers who depend on Facebook conversion campaigns to gauge and increase interest in the companies and products. Conversion campaigns have given advertisers the best results in the past, but this change will likely negatively affect optimization, targeting, and data reporting.    What Does All Of This Mean?  What we can guess in this early stage is that without permission to track users’ activities online, ads won’t be personalized, and in order to run a successful conversion campaign, we need to see those activities, to see at which point users click on a product, add to cart, and so forth. Knowing what actions people take on your website and on Facebook gives you valuable information, and that is all likely to be impaired post-iOS 14. So be prepared for that data to possibly be a little (or a lot, we’ll see) less useful in the weeks ahead. It’s true that not everyone visits sites on an iPhone and it’s unclear how this information will affect/apply to PC and Android users. But one thing is absolute — a lot of people do use an iOS device to scroll and buy things.  Facebook and Facebook advertisers are going to be negatively affected by the update when it comes to the optimization process. Being able to see, over time, how people convert based on various variables improves campaigns significantly. Without this tool, that too will be diminished, with results not as great as before. And if users can’t be tracked, that also affects targeting.  Targeting is something most people have recognized before. It’s no coincidence that the camping equipment you Googled about a moment ago suddenly appears in a Facebook ad on your feed. That’s targeting. That happens through a Facebook pixel installed on websites. When you visit them, Facebook can see what you’re in the market for and can then signal ads that target you specifically. If Facebook can’t see those activities, interest targeting is also affected.    Why Would Users Want To Be Targeted? Because Facebook advertising isn’t going away ― so why not at least have ads appear that might interest them?  This may all seem like doom and gloom for advertisers who depend on Facebook and Instagram to help their companies, but it’s still too soon to tell how Facebook will react to this challenge. Maybe they’ll find a way around it. Maybe the changes will be insignificant in the long run. But for now, in the short run, there are definite challenges here. Be prepared for the data to be not as great as before, for the conversion campaigns to be impaired. But long term, things could be positive as both advertisers and Facebook change approaches to advertising.  Your best bet is to watch and wait while strategizing what your new approach could look like. And try not to panic until enough time has passed to determine how many users did in fact opt-out and how that change affects campaigns. Only time will tell how it all pans out.    How do you think the iOS update will affect you in the coming weeks?    ### Celebrity and Athlete Social Media: What Your Business Can Learn Social media is a powerful tool that everyone from politicians and celebrities to athletes and entrepreneurs leverage every day to get their message across quickly, and to a large audience. It is as important to connect to followers through Instagram and Twitter as it is to have a traditional website — no career is complete without that connection. From young college athletes who give behind-the-scenes looks at what life is like on the road to actors goofing around on set, users voraciously consume it because it’s so personal. And that’s the first reason why social media is so valuable.    Connections Create Followers  There’s something about looking someone in the eye, even from a phone screen, that creates a personal connection. Celebrities’ pics of their dogs, kids, kitchen disasters, or dance moves is unlike any window into their lives the public has ever had access to before social media. And it works.  Entrepreneurs use this tactic too, giving followers inside looks at how they manage their day-to-day work lives as well as personally replying to tweets or direct messages. This personal connection directly to users is what strengthens followings. And a big following opens a lot of doors.    Followings Create Opportunities  From product sponsorships to business opportunities to collaborations, a big following can open a lot of eyes, and doors.  One doesn’t have to scroll through Instagram for very long before finding a product that is taking advantage of an influencer’s large following— they want their product to be seen by viewers who are guaranteed to be paying attention.  A musician who’s never been played on the radio can look attractive to a record company or a venue if their social media following has the numbers. Because wherever they go, so too will their followers.    Fans Follow The Journey   It doesn’t matter that an actor has left one show to do another one, or that an athlete has changed teams. Those followers will follow them everywhere they go. So too will followers of beloved brands.  Brands can cross promote everything that’s happening with the brand, leveraging a following to promote products across the board. And they can do it.   Creates a Captive Audience  With a large social media following comes an on-demand audience that is ready to engage with every post, immediately. Not only is the engagement immediate but it’s also available 24 hours a day.  Athletes can share personal opinions on controversial calls, giving themselves a voice to people who are willing to listen, at any hour. Brands too can leverage social media to appeal to a following who want to hear their voice in real time.    Can’t Beat The Cost  The value of social media is undeniable, but the cost is the kicker. It’s free to use social media and build a following — and a free post to an enormous following is far more valuable than most paid forms of advertising.  You just can’t beat it.    So how do you build a following that you can leverage? Organically. Start with one piece of content, and add to that every day in an authentic, honest way. Content is king and social media is its kingdom. ### Paid Ads: People-Centric vs Product-Centric Are Your Paid Ads Product-Centric Or People-Centric?   Learning what customers want means dedicating time looking at search query data. That information can reveal everything from new queries we never knew about to how we’re matching with the wrong queries. But what if we’re paying too much attention to the wrong data?  Examining SQR reports for product types, themes, and intent is thorough, sure, but what if that’s only the surface? What we want to do is dig a little deeper and better connect with current and potential customers, looking beneath the surface to discover what we can learn, from example, a person’s age, sexual orientation, and age, for example.  What we want to do is market with purpose. 2021 is not the year to stick to the old standards of search marketing. It’s the time to make sure your brand is leading with intention and building something authentic that customers can trust. Let’s shift from the marketing mindset from products to people. That will build trust and, subsequently, brand loyalty.    What Is Marketing With Purpose?  To market with purpose is to instill within the brand the values that your customers have and are looking for in a product or service. The point is to build trust and sustain trust — that’s what customers want, a brand they can trust.  How to do that? Center the focus on your responsibility to not just customers but everyone from your community to your employees. Consider the values of the people you want to serve. And connect through inclusivity in a way that is genuine.  Are these values reflected in how you execute your marketing? Does the marketing authentically build and sustain trust through a genuine connection?    How To Market With Purpose Marketing with purpose is all about forgetting what you know and challenging your assumptions. More specifically, ask yourself if you’re set up to prevent data bias that could stunt brand growth. Do your predictive analytics lend themselves to stereotypes? Are there other ways to build trust by teaching campaigns to look for data in additional market segments?  For example, don’t assume a man is a decisionmaker on homes buys, or that only women purchase designer dresses. Think outside the gender norms — that goes for age, sexual orientation, and geographical norms, too. The point? To understand customers better by including them in keywords, imagery, and more.    How To Utilize Google Dynamic Search Ads (DSA) To Be More People-Centric Change the way you use DSA. Using the lens of marketing with purpose, look at how DSA, which matches to search queries based on your site’s content, speaks (or doesn’t speak) to your brand’s values.  Think about what words describe your brand purpose, write them down, and implement them and what they represent in your website content. Those are the keywords that potentially loyal customers will be searching for.  Start a Google Ads DSA campaign, with auto-targets set to match against your product. Go high level first, then add auto-targets for subcategories.  Analyze the data discovered in your DSA campaign. Filter to find the words you decided reflect your brand’s values. How did those do? Are there relevant searches you hadn’t thought of yet? If so, implement those in the site copy. If desirable terms don’t surface as search queries, get back to work on the content.    Shifting the product-centric mindset to a people-centric one invites opportunities for meaningful and long-lasting growth. By preventing data bias by challenging your assumptions, you can authentically build trust with the kinds of values that promise customer loyalty. ### What Metrics Should I Track for SEO Success? One of the most advantageous aspects of online marketing is that there are a myriad of ways to track success. Examining your analytics reveals insights into how effective your marketing efforts are and where there is room for improvement. Knowing which metrics to look for is essential to determining the performance of your SEO campaigns. Because there are so many metrics you can track with Google Analytics and other sources, it can lead to an overload of information. Collecting the data is just one step in understanding your SEO performance. You must also know how to interpret and evaluate the data to inform better business decisions. The entire purpose of an SEO campaign is to drive traffic to your site organically, meaning you are using advertising strategies that are “free.” You may be paying a writer to create content or a marketing company to establish SEO campaigns, but you are not paying for the actual advertising content itself in the way you pay for PPC or sponsored ads. For this reason, analyzing your SEO metrics is even more important as it highlights areas where the strategy is working and where it is not. To get a better understanding of your SEO performance, here are some of the most important metrics to focus your attention.   Conversions and Conversion Rates The term “conversion” is loosely applied in SEO marketing because a conversion can be defined as any desired action taken by the consumer. The person doing the “desiring” is, of course, the company and its marketing team. In order to track conversions, you need to establish clear goals. For example, common SEO goals include enticing people to sign up for email newsletters or completing a purchase from your site. Conversions exist as both micro and macro conversions. Micro conversions are typically defined as smaller steps towards the overall goal (purchasing), which include actions such as joining the mailing list, following your social media account, and even merely browsing your site. Macro conversions, on the other hand, refer to the main goal of your site, which, for virtually all businesses, is increased transactions. But actually tracking and increasing micro conversions and using the data to alter marketing strategies will, in turn, boost macro conversions as your SEO campaigns move consumers further along the path to purchase. Tracking conversions (the actual number of times someone completes a desired action) is slightly different than tracking conversion rates. Conversion rates are a percentage of people who converted after clicking on a particular link. Sometimes, your conversion rate can be skewed if your website traffic surges, but few people follow through with the desired action.   Organic Search Traffic The end goal of a successful SEO campaign is to boost macro conversions and overall sales revenue, but the method by which this is accomplished is through increased organic search traffic. SEO differs from PPC (pay-per-click) marketing because you are not paying for ad placement. Instead, SEO campaigns use specific strategies such as targeting keywords and creating meaningful content to help a given search engine recognize the value of the information and organically bring it to the top of the results page. This very act increases consumer awareness as most people do not click results past the first page of Google and other search engines. The more exposure you have to your market, the more likely you are to convert consumers. Tracking your organic search traffic will allow you to analyze how well your SEO campaigns are performing and provide insight into how to alter your approach for better results. Examining your organic search traffic also reveals how your consumers are moving through the sales funnel. What pages do they visit on your site? Are they adding items to their cart but abandoning purchases? With this information, you can more successfully guide the customer journey towards conversion.   Keyword Rankings Keyword rankings and organic search traffic go hand in hand. The higher your site ranks for its targeted keywords, the more organic traffic you’ll receive. This is a great method for comparing your success to your competition, but these rankings also change often, so it’s important not to get too hung up on your ranking for every single keyword. Search engine bots crawl every page of every site to determine its level of authority, page speed, content relevancy, and mobile optimization. In recent years, mobile-ready websites have become even more important as Google announced a switch to mobile-first indexing in July 2019. This change means that Google’s crawlers use the mobile version of your site to determine its relevancy and ultimately its ranking, a move likely made because of the rising percentage of people searching, browsing, and shopping on mobile devices. Though analytics tell us that most people still tend to make purchases on desktop or laptop devices, a significant number of shoppers are turning to mobile first as a way to research and discover products or services. BigCommerce reports that by 2021, mobile sales are expected to surpass desktop with 54 percent of people making mobile purchases. This is important information to keep in mind when building your SEO strategy and identifying keywords, and yet another good reason to track your metrics and re-evaluate based on market trends.   Organic CTR CTR (click-through rate) refers to the number of people who organically search the internet for a specific word or phrase and then choose to click your site from those results. This metric is important to keep in mind because it indicates your ranking (results that are higher up on the SERP are more likely to have a higher CTR), and it helps track your website traffic. If you can boost your CTR, you can also increase your organic traffic. Although there is some speculation on what Google does with its information on your CTR, it appears that a higher CTR can help raise your search engine ranking, a compelling reason to analyze and increase CTR.   Bounce Rate Anytime a visitor reaches your website, looks at a page and leaves the site without doing anything, it is considered a “bounce.” Obviously, a high bounce rate will negatively impact your analytics because it indicates that people are landing on your page but not responding to your CTA. A high bounce could also signify that you’re targeting an adverse keyword. Perhaps, the SERP is displaying your site for a specific search query even though your page isn’t actually answering the question that users are looking for. The goal is to keep your bounce rate as low as possible, typically between 26 and 40 percent but anything below 56 percent is still considered decent. If you notice your bounce rate is extremely high, you will want to pinpoint the problem and adjust your strategy.   MOZ Domain Authority SEO software company Moz developed a domain authority calculator that provides a score between 1 and 100 to inform you of how likely your site is to rank on SERPs. This is a useful metric because it provides insight into how well your SEO strategy is working. If your DA is continually low, you may need to consider your linking strategy or other SEO factors to increase your ability to rank. It becomes much more difficult to boost organic traffic or increase conversions if you’re not currently appearing on the first page of the SERPs.   Backlinks Linking building is an essential part of every SEO strategy as it is a way for Google and other search engines to identify your website’s credibility, increasing your chances of ranking high on the SERP. Through Google Analytics, you can manually track your backlinks under the “Referral” traffic tab. You want to keep an eye on the total number of backlinks you’re receiving, and try to boost that if it’s too low, as well as noting where your backlinks are coming from—what domains are referring users to your site. Some backlinks may negatively impact your rankings, so if you can identify and reject them before Google bots crawl your site, you can prevent this from happening.   Page Speed/Site Speed UX (user experience) is a major part of building a loyal customer base. If your website isn’t quick to respond, easy to navigate and aesthetically pleasing, your conversion rate will suffer, which is why page and site speed is so important. Potential consumers will quickly lose interest in your site and your products if your pages take too long to load, and they will simply move on to the next link in the SERP list. Test your page and site speed on both desktop and mobile devices. Sometimes it might appear to be working just fine on your desktop or laptop, but mobile pages load at a slower rate. With and increasing number of people researching and shopping on their smartphones, it is imperative to provide the same UX on mobile as on desktop.   Measure Success With These SEO Tools Google Analytics One of the most common analytic tools, Google Analytics is a service that allows businesses to track and record website data such as conversion rate, website traffic, bounce rate and more. Google Search Console Another tool available through Google, Google Search Console allows website owners to identify areas of improvement on their site to boost rankings. It differs from Google Analytics because the information is search engine-centric rather than user-centric. SEMrush SEMrush is another marketing tool that provides valuable insights into many different marketing services including SEO, PPC and Keyword Research amongst others. It can be extremely useful when trying to identify the best keywords to boost your ranking and organic traffic. Ahrefs This tool is mainly used for SEO purpose and can provide a plethora of information on your backlinks, allowing you to find backlinks with potentially negative SEO value and reject them before Google can crawl your site. Google PageSpeed Insights This Google-run tool is mainly used to track your page speed, so that you can address the problem before users run into speed issues and your organic traffic numbers begin to decline. It can help optimize your site speed by making suggestions on specific areas to change.   Understanding Your SEO Metrics With an abundance of useful analytical data at your fingertips, it would be disadvantageous to ignore those metrics. SEO is a very successful long-term marketing solution to grow your business for years to come, which is why it’s so important to understand which metrics you should track and record. Based on key information like conversion rates, organic traffic, and keyword rankings, you can more accurately fine-tune your strategies to implement methods that entice consumers to buy. ### B2B Marketing Hack: How to Safely and Profitably Shift Budget to Bing Whenever you hear anyone in the marketing world talking about paid internet advertising, the conversation is usually centered around Google Ads. But, what about Bing? Does anyone even use Bing? Surprisingly, yes. A lot of people use Bing—all the time. In fact, you probably don’t even realize how often you might use this search engine.  Because Bing is owned by Microsoft, all Microsoft products from computers and tablet devices to software programs like Office or Outlook automatically pull through to Bing as the default search engine. Do you own an Xbox or an Alexa voice search-powered device? Guess what—Bing is the default search engine on these products as well. So, while you may think that Google is the obvious place to spend all your ad money, it’s actually very valuable to shift some of your budget into Bing to expand your visibility and boost conversion rates.   Why Use Bing Ads? Paid-for online advertising is an important part of your overall strategy as it’s meant to attract new customers and increase revenue. The more people visiting, browsing, and buying from your site, the more money you're making. Simple enough. But, you also need to make sure that you’re reaching your desired ad spending ROI to ensure each campaign is actually successful and worth the investment.  Here are some of the most compelling reasons to consider advertising on Bing: The general demographic of Bing users shows that they are slightly older than Google’s demographic (around 45 years old), more educated, and have a higher income hovering around $100,000 per year. This alternative demographic also tends to spend 21.5% more than others browsing the internet. Most advertisers notice that branded searches on Google get a boost after implementing Bing ad campaigns. Cost per click is less expensive and bidding is less competitive, making it easier to win a top spot. Bing also displays more ads at the top of the page, providing more opportunities to rank. Acquisition costs are lower on Bing Shopping.  Bing PPC campaigns have a 34% higher CTR (click through rate).    How to Advertise on Bing Expand Your Budget  If you want to expand your reach, you’ll either have to expand your budget or cut down spending elsewhere. Because Bing PPC ads tend to be slightly more successful than Google Ads (perhaps due to less companies advertising on Bing), expanding your budget to maintain current Google campaigns and add Bing campaigns might be the move for you. If you have the capital to invest in new campaigns, the extra money spent is worth the payoff, assuming that your Bing ads will be successful. Implement a few campaigns and track the analytics to determine your ROI.   Cut Out Unsuccessful Google Ads Campaigns For anyone who is not interested in increasing ad spending right now, there are other ways to shift your budget to Bing. By reviewing your analytics and determining which Google Ad campaigns are underperforming, you can shift your budget from unsuccessful Google campaigns to potentially more beneficial Bing campaigns. Partnering with a reputable marketing agency like Clicks and Clients can improve your PPC campaign management and more efficiently disperse your ad spending between Google and Bing.   Pull Google Ads Campaign Through to Bing When setting up Bing PPC ads, you don’t even need to create a new campaign—unless you want to, of course. You can simply select the option “Import from Google Ads” when setting up your initial Bing campaigns. This saves you time and allows you to run an already successful campaign on two different platforms.    The Takeaway: Although Google may seem like the all-mighty search engine option, Bing is actually the second most popular search engine in the world, visited by a surprisingly high number of people every day (roughly 500 million global searches every month). Any one using a Microsoft device is probably interacting with Bing on the daily. To expand your reach, particularly if your target audience matches Bing’s older, wealthier demographic, it’s worth implementing ad campaigns on both Google and Bing. Our team of experts can help you identify the perfect marketing methods and implement PPC campaigns that will help you reach your desired ROI. ### How to Calculate ROAS & 3 Ways to Use It Knowing which metrics to track is an essential part of your marketing strategy to identify methods that are working and highlight areas where there may be opportunities for improvement from social media marketing campaigns to keyword optimization. Thanks to modern digital advertising tools and platforms, there is a plethora of available information offering insights into your campaigns’ effectiveness. However, knowing which metrics are the right ones to track can be tricky.  Most business owners are interested in tracking their ROI (return on investment) to gauge whether or not the money spent on a particular investment was worth what was gained in return. If you want to hone your marketing strategies and ensure that you’re promoting only the most successful campaigns, you can go one step further and start paying attention to your ROAS—return on ad spending.    What is ROAS? ROAS is a metric that specifically focuses on how much revenue you’ve brought in from your advertising campaigns minus the cost. This metric is vital to determining the overall success of your marketing campaigns. You should be tracking this regularly to ensure that you are actually bringing in money from your advertising efforts and to help illuminate areas where you may be able to cut back spending to increase profits.  Essentially, this metric is one of the most beneficial ways to measure the impact of your advertising campaigns and adjust your marketing budget accordingly.    How to Calculate ROAS Calculating your ROAS is easy and more straightforward than ROI. Your ROI can encompass many a number of investments from marketing campaigns to IT hardware. But, ROAS only considers the amount of money you’ve spent on advertising and the revenue you have received as a direct result of that.  Below is the basic formula for determining your ROAS: Revenue Generated by Ads / Cost of Ads = Return On Ad Spend   How to Apply ROAS to Your Digital Advertising Strategy   Check Accuracy Although the ROAS formula is relatively simple, there are some factors that can skew this metric. Be sure that when you calculate ROAS, you’re not including money spent on anything aside from your advertising dollars. You should also make sure that you’re using a Google Ads attribution model that makes sense for your business.    Reduce Ad Spending Ideally, to maximize your profits, you want to reduce your spending as much as possible while still implementing an effective marketing campaign. Calculating your ROAS may reveal that you’re spending more than you need to. Try cutting back where you can to boost revenue by identifying keywords that aren’t succeeding.   Increase Ad Revenue Naturally, the other method for increasing your ROAS is by increasing your profits. To do this, you should be regularly optimizing landing pages on your site, updating keywords in advertising campaigns, and potentially automating the process of bidding on keywords in Google Ads. These are just a few of the steps you can take to boost revenue. Understanding your ROAS, alongside other important metrics, is the key to improving your marketing campaigns and bringing in additional revenue.   The Takeaway: If you’re not already calculating and tracking your ROAS, you should be. This metric is a more specific look at ROI because it specifically targets your advertising budget and identifies how much revenue you’re reaping in relation to your spending. Use this information to adjust your method and increase ROAS to bring in more revenue. When implemented alongside other strategies like conversion rate optimization and social media marketing, this approach will drive success, helping your business to reach its full potential. ### Google Maps Ads: Everything You Need To Know As digital marketing experts, our job is to ensure that our clients are seen in the right place, by the right person, at the right time. Whether a targeted ad campaign or an effective long-term organic search marketing strategy, our teams tactically design practical approaches to add authentic, tangible value to our client’s businesses. With breakthroughs in new technology and digital marketing methods, more tools are available than ever to help spread brand awareness and boost revenue. In June 2020, Google announced new features to one of its most essential advertising outlets for local businesses: Google Maps Ads. If you’re a business owner with a brick-and-mortar store, you should use this effective form of paid, search ads.   What are Google Maps Ads? One of the search engine conglomerate’s many advertising offers, Google Maps Ads is a type of paid digital marketing that promotes nearby establishments based on a person’s location. These ads appear in the Google Maps app and on the sites' mobile, tablet, and desktop versions. Anytime a user searches for a type of establishment on the Google Maps app, they will receive sponsored ads at the top of the list, much like how standard PPC (pay-per-click) advertising works. Paid-for advertisements are placed at the top of the search engine results page (SERP) page to increase exposure. For localized businesses, this is a vital tool to drive residents and travelers to your area to your store, restaurant, salon, or brick-and-mortar type. Search Engine Watch reported that 50 percent of people would visit a store discovered online within one day of their search.   What Do They Look Like? In the image below, you’ll notice the familiar map pack shown on every search results page when performing a local search. On this standard-looking Google Maps SERP, you’ll see businesses: one at the top with a small “sponsored” label and three below with no title. This is precisely how Google Maps Ads are displayed to users. It follows the same format as PPC advertising on Google and other search engines, with sponsored or paid ads appearing at the top before organic suggestions. Having your business displayed as the first result on this list in Google Maps is an obvious advantage to attracting new customers.   The Benefits of Google Maps Ads Google Maps Ads are one of the best ways to reach your target audience through localized ads on Google search and maps that showcase your business. The localized nature of your advertising on Google Maps Ads helps you reach consumers more likely to visit and buy from your company. With the added benefit of listing your business's website, address, phone number, and other essential information at the top of the SERP, you can quickly grab the attention of potential customers. Here are some main advantages of using Google Maps Ads for your business. Increased visibility When you use Google Maps Ads, your ad appears directly on the map, drawing the eyes of nearby users or searching for businesses in a particular location. By using an active local search ads campaign and including your company in this quick list of local advertising options, you have a higher chance of attracting potential customers' attention than search results ads because organic search results ads are lower on the page. Unique format Using Google Maps Ads is a great way to diversify your advertising portfolio. Combining traditional PPC ads with Maps Ads will help you reach a wider audience and funnel more customers to your business. Convenient for users When someone searches for a business on Google Maps, they're most likely looking for a local company nearby that they can visit quickly and easily. By displaying your business in map form within the same Google Maps search results, users can quickly see how far your business is from their current location and access your phone number, website, ratings, featured customer reviews, and reviews all in one place. Increased engagement Displaying your business on Google Maps Ads means that users can directly engage with your listing, from creating google maps ads to obtaining directions to your business to calling your establishment with just one click. By simplifying the process of discovering and interacting with the store visits your business creates by advertising on google maps with ads, you can quickly turn potential customers into repeat customers. In addition, the Google My Business messaging feature in Google Maps allows companies to answer specific queries, provide personalized assistance, and boost customer satisfaction in a few minutes, leading to more customer engagement and eventual brand loyalty. Increased convenience for the user If your business is nearby, users are likelier to go to in-store promotions and choose it in Google searches for convenience. With Google Maps Ads, it's easy for users to determine your business's location extension and proximity to their local inventory search ads. As a result, they are more encouraged to choose their business in Google Shopping if it's nearby. Google Maps Ads is an incredibly effective and convenient way to reach new customers and showcase your business's brand. By using the Google display network to list your business on the map and take advantage of all the unique features google maps works offer to create google maps ads, you can quickly outsmart your competition, attract nearby customers and grow your business's appeal. How to Get Your Business to Appear for an Ad Connect Google Ads Account to GMB listing It's no secret that Google My Business (GMB) is an invaluable tool for any business that wants to be found online. With its ability to showcase your business information, including hours of operation, reviews, photos, and even services offered, it's a must-have for anyone looking to increase their online visibility. One of the key benefits of using GMB is the exposure to local marketing it provides in local search results. Whenever someone searches for a type of business, Google lists nearby companies with a Business Profile relevant to mobile searches in that category at the top of the page menu of the SERP. This is even more critical for local customers when you consider that over 90% of consumers use mobile search engines to find local businesses. But the benefits continue beyond there. You unlock a new advertising potential when you link your GMB to your Google Ads account. By showing location extensions, you can display crucial information like your business address, phone number, reviews, and distance from the user in your ad. This makes it easier for potential customers to find your business and connect with you directly. Linking both accounts is a simple process, but you must ensure that your Google Ads account and GMB share the same primary email address. If this isn't the case, you'll need to grant Admin access to the business account with the same email address as your Google Ads account. With everything set up and ready to go, your business page's online presence will thrive, and potential customers can find your location quickly. Enable Location Extensions Adding location extensions such as google maps as ads to your Google Ads is an excellent way to strengthen your online presence while making it easier for potential customers to connect with you directly. To start with location extensions, navigate to the "Ads and Extensions" section of your Google Ads menu and select "Location extension." Once you've enabled this feature, your business’s physical location will be displayed as a text snippet alongside your other local search ad details in the SERP. This helps your local search ads establish your physical location, business stand, and brand's credibility as a local business and allows nearby customers to identify and engage with your business on Google Maps easily. Remember that location extensions are an absolute must-have when it comes to your local search ads and local marketing here. They provide an additional layer of information that can make the difference between a potential customer clicking on your local search ad or your competitor's. Plus, they are straightforward to set up. Target Specific Areas in Ad Campaigns When running effective ad campaigns with Google Maps, targeting local ads to specific locations and geographical regions is crucial. By doing so, you can ensure that your ads on google maps are only being shown to potential customers in the exact location targeting the areas where google maps work is most relevant to your business. On the other hand, if you specify your location settings, your ad campaigns may be displayed to people outside your target area who aren't likely to take advantage of what you're offering. This can waste your advertising budget and lead to poor conversion rates. Thankfully, Google Ads makes it easy to directly see location details to target specific cities or towns in your campaigns. So whether you want to target neighboring cities or focus specifically on your local community, you can customize location settings to perfectly align search results adverts with your business's needs. By doing so, you'll enhance the visibility of your Google business profile and your ads exactly where it matters most and draw more customers to your establishment. Target Local Keywords When targeting keywords with ads on Google Maps for Ads, you’ll want to prioritize both keywords related to advertising on Google Maps for shopping and your business and specific parts of advertising on Google Maps for ads work in your area. For Google Maps advertising in-store promotions, for example, if you’re targeting ad groups that injury law searches in Denver, then ensure that you’re bidding on keywords that include the city name in them or even specific towns such as ‘Cherry Creek’ (a suburb of Denver). The more targeted your campaign's active search campaign is, the higher the likelihood your brand will have the opportunity to appear as a map ad. Use a Call Tracking Number The final step is tracking. Many advertisers need to set up this step, which helps track their ads' ROI and overall effectiveness. While using a unique tracking number may not be feasible for every advertiser, we recommend creating a tracking number to show these specific ads. Adding a tracking number is an easy process. Once you have your unique tracking number, navigate to your Google My Business dashboard and select the “Info” option in the left-hand menu. You’ll be redirected to a page where you can edit all details about your business listing. Then, on the right-hand side of the screen, you’ll notice an option to add a “Google Ads Location Extensions Phone.” This is where you’ll place this tracking number, don’t worry; it won’t affect the NAP (Name, Address, Phone Number) consistency for your business page or landing page in Google’s eyes. The Takeaway: Google Maps Ads is a must-use tool for brick-and-mortar businesses trying to attract locals and visitors to their locations. As long as you’re targeting the right keywords and specific areas, you’ll start to reap the benefits of using Google Maps Ads. But, a successful campaign running google maps ads doesn’t happen overnight and needs time to reach its full potential performance, so be patient with your campaigns. To continue using this advertising feature to your advantage, you should also optimize keywords and location targeting to advertise on and run google maps ads daily. The team at Clicks and Clients are experts in creating these types of campaigns and strategizing in a way that will help meet your specific business goals. ### Google My Business Basics What is Google My Business? If you’re not already using Google My Business (GMB) for your company, you’ve at least encountered it during your own internet searching. Anytime a search is performed for a specific query, for example “seafood restaurants near me,” then businesses with GMB profiles that fit this search will appear at the top of the SERP (search engine results page) displayed on a map.  For business owners, this type of local SEO is a huge advantage because it grows your exposure to a new audience and boosts business in your brick-and-mortar store. Because the nature of advertising on Google My Business revolves around local companies, it is intended for businesses with physical storefronts. When setting up your GMB profile, you should be very specific about which search queries you are targeting to ensure that your listing will be relevant enough to display at the top.  Using a tool like Google My Business to boost visibility and gain access to valuable consumer insights should be a priority for every local business as mobile traffic continues to increase. A reported 88 percent of all local SEO mobile searches lead to a follow-up phone call or an in-person visit to the store within 24 hours.    Pros The advantages of setting up a unique business profile through Google My Business are pretty clear. You are able to improve your local SEO strategy, which in turn increases brand awareness, boosts revenue, and provides useful customer analytics. But, one of the best aspects of GMB may just be that it’s completely free to use. Unlike other platforms and tools, Google My Business provides access to analytics and the ability to edit your listing to all businesses, giving you the same advantage as your competition. To help with increasing visibility, Google My Business listings populate Google Maps, so if you want to show up there when people search, you need to have a listing. Google Maps isn’t the only place your business will appear though. GMB listings are also displayed in the Knowledge Panel which shows up on the right side of search results. For local businesses, you generally provide information like name, address, phone number, website, reviews, and other info depending on your industry. GMB listings can be a major traffic driver and help support transactions and conversions both on your website and at your physical location. Since GMB is very locally focused, the people who find you there are frequently looking to buy soon and often aren’t very far away from your store. GMB also helps narrow your competition since results are heavily based on the users’ location. When users are looking for specific products or services, you’re likely to rank high in the results if you’re one of the only businesses in the area to offer that product or service.   Cons Based on the beneficial features and options offered by Google My Business, we can’t come up with many downsides to the platform. Of course, as with any digital tool or technological system, there are technical difficulties that need to be worked out from time to time such as certain businesses not appearing under relevant results, but issues such as this are very rare.  Also, bear in mind that many people who are searching for local SEO results may only be trying to find details on your business like phone number, address, or business hours. Searches such as these may not lead to direct conversions, but these smaller steps still help to generate leads and attract potential new customers.   How to Set Up Google My Business Setting up GMB is fairly simple. Search for your business name on Google My Business. If it isn’t suggested already, type in the name of your business and add a new listing. Choose a category that best describes your company, then add essential information like address, phone number, and website. You can opt to add many more details, which we suggest doing as it can further inform those who find your listing and attract them to your business. Fill out the business description area along with the QA section that asks common industry questions. To further boost exposure, be sure to upload good, quality photos of your business.   The most important aspect of the setup is getting the listing verified with Google, which you can do a number of ways. Verification options are different for everyone, so you may have to use Google’s suggested method. Once your listing is verified, you’ll start seeing more interactions happen on your listing.   Advanced GMB Google is constantly working on improving its platform for business owners and users alike. As you work to improve your local SEO strategy to grow your local market, you’ll want to take advantage of some of the other features Google has added. With 86 percent of people checking reviews for local businesses and 68 percent visiting the business if it has favorable reviews, it’s a good idea to gather and display your own GMB reviews to drive engagement. The more “active” your listing is, the more you’ll show up on the SERP. You can also use newer features including Post, Offers, and Products to provide further details on what your business offers in addition to announcing deals, sales, and specials.  By allowing you access to certain insights, GMB alerts you as to how many people saw your listing as well as the keywords they used to find it. You can use this information to a new QA that includes a frequently searched keyword or be sure to include it in your business description.   Set Up Your Account Today Using Google my Business is an easy way to increase your business’s visibility and boost engagement with your target audience. Completely free to use, GMB displays your essential business information at the top of the SERP whenever relevant search queries are entered, leading more people to your business and improving your local SEO marketing efforts. Once you’ve created your GMB listing, you can connect to your Google Ads account and take advantage of even more marketing tools. ### Why You Should Know About Digital Asset Management What is DAM (Digital Asset Management)? DAM platforms are software that store and organize digital assets. This helps brands efficiently find the most relevant media created. This includes PDFs, photos, videos, audio, virtual reality and other forms of digitals.   Benefits Assets are appended with metadata that provides data about an asset before use. For example: Whether a company has the right to use the media Whether legal has approved media usage If the media complies with a brand’s formatting requirements Helps maintain consistency across company content A centralized hub for materials to boost the sales process A centralized hub for marketing event materials Easy collaboration for people regardless of location Non-server based Cloud-based   With the endless possibilities of DAM, it is worth taking a look into for your company. If you would like to know more about this software, take a look at this. ### Know Your Data and Your Limitations Thanks to powerful data analytics, digital marketers are sitting on millions of pieces of data. It only takes seconds to pull together data from multiple sources and compile them into a real-time picture of what’s happening. However, to get the most out of this automated data collection, it is important to understand what kind of data is being utilized. Only with this information, can you drive positive ROI.   Attitudinal Data This data focuses on the consumers who are interacting with their products. This sort of data analyses browsing behaviors of consumers.    Example: The data for when consumers download your company’s guide via a landing page. Example: The amount of time people spend on specific sections of your website.   Having information about this data can help make informed decisions about relevant messaging. This messaging includes emailing, PPC, social media, and additional touchpoints.   Conversion Funnel Data This data understands the journey consumers take through an advertising system to convert.   Example: The data pointing to inefficient email marketing. Now the marketer has the resources to fix this user touchpoint and enable conversions.   Campaigns are complex and usually have many marketing departments. This data analysis segments and scans data to find out which channels are suffering by the metrics. With this knowledge, marketers can act fast to rework and improve touchpoints for users.   Customer Data Customer data does exactly what the name suggests, it specializes in data for the consumers. This form of data customization enables consumer loyalty as opposed to the ‘batch and blast’ style of messaging, which can seem  irrelevant and impersonal.    Example: Retail brands sending out push notifications via text or email to alert consumers that there is a flash sale as soon as they are in the vicinity of a store.   Since marketers have access to real-time data, they can pump out relevant messaging to their consumers. This drives out smarter and more efficient campaigns.   With all of these different forms of data at the disposal of marketers, the most important gain is that of knowing what precisely isn’t working. With all three types of data, marketers can fix issues within channels speedily. In the long run, this creates campaigns that are smarter for conversions. If you would like to learn more about these types of data, read up about it here. ### 5 Digital Marketing Channels You’re Underusing Digital marketing has evolved quite a bit from its early days. Now, there are a multitude of platforms that can be utilized for digital marketing. These different channels can help digital marketers with finding new leads and audiences. Here are five different channels that you can utilize for great results and new audiences!   For Brand Awareness LinkedIn LinkedIn makes it easy to create brand awareness. You can connect with your audience, new leads, other professionals in your industry and more. LinkedIn also allows you to share content with others. This is important because, unlike Facebook and Instagram, LinkedIn is always business focused. This means that content will be by the relevant audience and more meaningful.   Podcasts Podcasts are a great way to reach more people and connect with your current audience. Podcasts are also a great way to elevate your brand awareness. All of this being said, creating podcasts is time consuming and sometimes difficult for brands. If you can start a podcast channel, it is very beneficial. Another option for busier brands is guest appearances on other podcasts relevant to your business.   Email Email marketing is not a new concept. Many companies already use this. Email marketing enhances your existing members list through personalized contact. It’s a great way to convey new messages, changes, promotions and more to your audience. Email marketing is just a great way to stay connected to everyone.   For Social, PPC, SEO, etc. Google Retargeting Campaigns Most digital marketers already use Google’s SEO and PPC functions; however, people are really missing the retargeting features. This allows for “warmer” people to see your ads. The audience that your ads are targeting have also interacted with your media and products in some way or another. Of all of the channels, this is the one that can generate the most results.   Bing While everyone thinks of Google, no one thinks about the benefits of using Bing for digital marketing. Google usually gets the most traction, but this is precisely the advantage of using bing. The reduced competition makes Bing a great option. This also drives the overall cost down, so that’s a plus! Bing is also great for SEO purchases. It has some great smart targeting functionalities. Try out some of these underrated channels! If you would like more information about all of these channels, visit here. ### No More Cookies - Removal of Third-Party Cookies From Chrome Back in January, Google reported its current initiative to remove third-party cookies from Chrome. This shift in the industry can impact conversion analytics, personalization, and data modeling. This is especially true for areas such as mobile marketing. Though this shift may seem daunting, there are some steps that can be taken to prepare for Google’s tracking restrictions.   Get familiar with media mix marketing Media mix is a combination of all communication channels that can be used to meet marketing goals. This includes email, website traffic, social media and more. While this form of marketing lacks the precision that cookie-based data provides, it is an excellent way to optimize digital media. This form of marketing also factors in offline media and other variables.   Build your own customer identifiers In the wake of cookie retraction, build and centralize consumer data. This internal data platform should include phone numbers, emails, locations, IP addresses, and other identifiers. Being able to utilize your own identifiers will help prepare you for the uncertainty of the third party cookie removal.   Invest digital spending on large platforms There is a bright side to this sudden transition, there will be more efficient metrics available to marketers. Larger platforms will provide better performance metrics such as more training materials, in-depth ad performance and more. For many, this transition seems abrupt. However, this change is occurring over the course of two years. This gives you all plenty of time to diversify data collection. I hope these beneficial tips can help with the phasing out of third-party cookies. If you would like to know more tips to help with this change, visit this site. ### Innovative Digital Marketing Trends of the 2010’s Yes, the decade is officially over and it has been for almost a month. However, I have yet to reflect upon how digital marketing faired in the 2010’s. This past decade was a transformative one for marketing in general. The rapid development of new technology resulted in a vast improvement for marketing. Let’s take a look at the trends that shaped the digital marketing you utilize today. SEO Content discovery has forever changed due to the invention of SEO. SEO has delivered the answers to users’ questions. With highly relevant search results, both consumers and companies are able to find the information almost instantaneously. SEO has and will always be a staple for digital marketing. Local Search The ability to search “near me” and find businesses near your exact location is a product of this past decade and it has enhanced consumer search behavior. The incline of mobile searches defined the last decade. Thus, location tracking was able to thrive. The increased mobile searches allowed for location tracking to become more accurate and advanced. Location tracking has allowed consumers the convenience to find places nearest to them while also promoting new local businesses. Cookies Cookies have changed digital marketing so greatly that it seems impossible to imagine a digital marketing world without this world. The ability to mass store data about individual consumers is probably the greatest tool for digital marketers. Cookies have also unlocked Google retargeting, cross-channel targeting and much more. Cookies also allow accurate ROI on marketing spend and determine which campaigns are actually generating clicks. Mobile Search The last decade marked increased mobile compatibility. The 2010’s marked the advancement of smartphones and, as a result, everything has become catered to smartphone viewing. This is because mobile compatibility offers convenience. You can online shop anywhere or track your fitness anywhere. The surge in mobile search also has to do with urgency. People are more likely to look up a product or service on their mobile phone if they have a sense of urgency. People are looking to buy now, so products and services should be ready for this urgency. If you want to know more about the trends that shaped the decade, check this out! Keep an eye out for trends that could define this new decade!   ### Google’s Updates on Paid and Organic Search Google is stepping up their design in 2020 for paid and organic search. The left image was the original display for mobile search. The right image is the upcoming display of mobile search. Source: TechCrunch So...What Changed? Paid Search Google Search Ads on desktops have a bolded “Ad” label unlike the original green boxed label. The URL has been moved above the headline text. The text of the URL matches organic searches Organic Search Similar to Paid, the URL has been moved above the page title. The URL colors have been changed from green to black. These changes have been made in mobile form. The desktop changes are coming out soon. So far, research has shown that paid search is increasingly becoming harder to identify. These changes can impact how paid and organic search do in terms of clicks and other aspects. What are your thoughts on these new updates that have just rolled out? ### A/B or Multivariate: Which is Right for You? CREATIVE Dept too many secrets memo: At the Creative labs here at Clicks & Clients we do a lot of web page CRO testing. But even for folks who do this a lot it isn’t always so obvious which kind of testing to start with. Most likely an A/B test or Multivariate test is just what a page needs--but which is the right choice for a given site? Hopefully this post will help shed some light... A/B testing With an A/B test we typically put up two identical web pages and change only one element on the page that we think will make it garner more leads, usually in the way of a form submit: In this example test we think a different call-to-action button (CTA) will net more form submits.  This is an especially good test for those of you who might already have a pretty strong landing page that 1) loads fast, 2) is usable and intuitive, 3) has a nice content-flow going from left-to-right and top-to-bottom with 4) a relevant headline and 5) an easy-to-find CTA, which is to say the page is already probably pretty well optimized and it’s time for the kind of fine-tuning that usually only an A/B test can determine. Some pros to consider if you’re considering an A/B test may be: Because you’re typically only testing one element on the page at a time in an A/B test, it’s easy to design and setup You can determine which page is the winner in a short amount of time since the results don’t often require a lot of traffic You can move on to the next element you want to test fairly quickly However, some of the cons to A/B testing are you’re 1) very limited in the number of changes that can be tested in an A/B experiment and 2) it can be difficult to determine how the different variables on a given page may impact each other. Multivariate Testing When we do multivariate testing, however, we can do several A/B tests at once.  In this example we’re testing two elements on the page for a total of 4 variations using 2 headlines and 2 buttons.  A couple of the pros of multivariate testing are 1) we learn a lot more about how different elements on a given page may impact one another (something A/B testing doesn’t reveal as much) and 2) we get a more powerful way to test variables (here we may even be permitted to try complete redesign). Some of the cons of a multivariate test are 1) they’re typically more complicated to design, require more complex hypotheses and take longer to setup and 2) they require a lot of traffic (and if you’re lacking in volume, it’ll require more time to determine a winner). So which do you choose--an A/B or Multivariate test? If you’ve read this far and if you know your web page at all you probably already have a pretty good idea, but keep things simple (K.I.S.S.). Maybe try jotting down the first few things that come to your head that could be made into tests. For instance, when I’m analyzing a new page I like to load the mobile-version of it onto my mobile browser and then flip back and forth to my notepad app While studying it I can usually spot a few things on the mobile-page that catch my eye that may be detrimental and should probably be tested (e.g., is the CTA a unique color that’s different from the branding colors? Is the featured image out-of-place or possibly covering or competing with the headline or submit button?) Does the CTA/submit button have a good call to action, or is it generic (e.g., “Submit” or “Send” vs “Get Started Now.”)  Is the headline conversational and/or does it relate to my audience? Are there other buttons or elements on the page that are competing for the CTA’s attention, of which often should otherwise be the main point of focus? Try something like that and see how many quick testing ideas you can come up with--you may be surprised by how much jumps out at you. My web page is already pretty solid As stated before, some of you might indeed already have a landing page that checks all the boxes: loads fast, intuitive, content-flow going left-right-top-bottom, et al. Others may have some combination of the above but believe they could optimize other things, but aren’t sure what, why or how (maybe you’ve tried adding a discount offer or a coupon or have emphasized the quality of the customer experience you get or a money back guarantee if not completely satisfied (or something else unique to your business)). These are all powerful steps that can and will help. But if you’ve tried most of these things and have seen only sluggish increases in lead interest over time there’s a good chance an A/B or multivariate test is the next logical step. Because there’s a good chance you’ve gotten as far as you can get without one. ### Responsible Use of Social Media: How to Be a User in the Age of Social Media Social responsibility is the idea that individuals and organizations must take an initiative for actions that will benefit society wholistically. In the age of algorithms and indifference, it is important to make social responsibility a priority. Navigating the digital world requires a conscious effort to adopt responsible habits on social media, emphasizing the need for privacy, time management, and parental involvement to ensure a safer and more productive experience online. While every situation is different, there are many universal ways to achieve this goal. Here are just a few ways that you can make a difference in your digital community through responsible social media. Ensuring Accuracy of Content on Social Media Accounts This could mean many things. One way you could deliver accuracy is through data. With the rise of fake news, it’s crucial for social media users to play an active role in combating misinformation by verifying facts and staying informed. It is very important to make sure your data is up to date and to connect with sources that uplift and inform rather than spread falsehoods. Social media is changing constantly, so relevancy matters. You could be providing a disservice to your audience by relaying incorrect or invaluable content. Remember, the higher the research quality the better your results. Don't Sensationalize: Protecting Mental Well Being on Social Media It is very common nowadays to read an exciting headline only to find the article to be less than expected. While this may seem minor, it is actually a form of deceit. Your audience is counting on you to deliver valuable information. By only dedicating effort into clicks, you are declining customer loyalty. Headlines are important; I even wrote an article about eye-catching headlines. But this can be misconstrued very easily. As a member of your digital social community, it is your job to deliver the very best insight possible. Don’t ruin this relationship for a couple of random clicks. In the age of endless communication, it’s crucial to responsibly manage the flow of information, ensuring it’s both ethical and free from sensationalism. The spread of sensationalized content not only undermines trust but can also have a detrimental impact on mental health, highlighting the importance of prioritizing the well-being of your audience in your content strategy. Take Action That being said, don’t tolerate any sensationalization of facts from others. This undermines your effort of social responsibility. This action can be banning incorrect information from further circulation. It often takes the form of banning hate speech. This is never an okay thing to support. By taking action to ban this sort of language, you send a message of safety and reliability. Additionally, setting limits on the time spent on social media can be an effective strategy to prevent the spread of misinformation and hate speech, ensuring a healthier online environment. Social media platforms play a crucial role in supporting users to take action against misinformation and hate speech, emphasizing the need for a collective effort to safeguard online spaces. Don’t be afraid to take action and defend the rights of others. Authenticity Your success is your own and you don’t need to forge information for people to know it. This includes being authentic on your social media profiles, where it's crucial to present genuine information and maintain transparency. By faking likes, pictures, and other content, you let your audience know that they cannot trust you or your opinion. Success is dependent on real numbers and data, not just on your main platform but across all social media profiles. Don’t fake testimonies and pictures just for a little bit more promotion. The value of your product or your service can be seen by many without fake and excessive promotion. Use your real data and your real insight. It will lead to better, more sustainable results in the long-run. Top 8 Tips for Socia Media Responsbilitiy: Be mindful: Think before you post, and be intentional and purposeful about your use Be respectful: Treat others with the same respect you would in person, and avoid offensive language or cyberbullying. Be selective: Be selective about who you follow, and avoid accounts that spread false news, bully others, or post insensitive content. Be in control: Keep your profiles private, and don't share your passwords or personal information. Be authentic: Don't post anything you wouldn't want your parents, teachers, or employer to see. Limit your time: Set limits on how long you should be on social media apps, and be mindful of how long you're scrolling. Be aware: Be aware of the content you're consuming, and what that content seems to want from you. Be intentional: Find a purpose to your screen time, and focus on what you really enjoy. For more tips on social responsibility, visit this article. ### A Guide to Holiday Chat Marketing I guess I inadvertently created a holiday marketing series. Chatbots are becoming more of a necessity for businesses, especially during the holiday season.  What is chat marketing? Chat marketing is a type of marketing that uses chatbots. A chatbot is a type of software that enables companies to simulate conversations with their consumers. It can be hard and tedious to reply to each individual comment or send out a promotion to each consumer on your list. You may not know it, but you have probably engaged with a chatbot before. Here are some examples: Hi there! Thank you for stopping by today! Let us know how we did with this survey. Hi! Your reservation is now ready! Hello! Thank you for considering us for your personal loan. Can you tell me about the conditions of the loan? Sorry, this action cannot be completed like this. Please reach out to a representative for additional questions. Here is the number. How do I use it? It can be used on any messaging platform. This includes email, text, Facebook Messenger, direct messaging, comments and many more. I listed some examples above about how you may have spotted it in the past. But, his guide is tailored to the upcoming holiday season. Here are a couple of ways you could utilize chat marketing. Text: This is a voluntary form of marketing. When customers give their numbers, they are essentially consenting to updates. Text is also a great way to engage with a customer post-transaction. This makes the shopping process less overwhelming. Ex. We value your experience with us. To say thanks, we would like to offer you an exclusive 15% off of any sale items on Black Friday. Ex. We saw that you purchased the 3 pc Ceramic Plate Set. Great choice! Thank you for shopping with us! Stay tuned for more upcoming Christmas sales Messenger or Direct Messaging: This is one of the best ways to interact with your consumer in a fast and ordered manner. This can be used for everyday to limit the amount of answerable questions causing higher volumes for phone calls. For the holidays, this is the best way to organize potential questions and concerns.  Ex. Hi! I understand that you would like to report an issue with your string lights. Send a picture so we can take a look at it. Once you have sent it, you will receive an email with further instructions. Ex. Hello! We know that receiving gifts is of utmost priority at this time of year. Standard shipping will take place between 5-7 days. If you are a premium member, your items will be shipped between 2-3 days. If you would like to know the progress of your package, please type in your account number. These are just some of the ways that you can utilize chat marketing. Remember, that being creative and useful are very important. The consumer should feel intrigued to open the text or message. But, it should also be useful to them. The consumer should feel as if they haven’t wasted time on a software. After all, the point is to be more efficient than directly calling a representative. I would highly advise you all to revise your responses. Make your responses more festive and all-encompassing. Take the stress off this season by using chat marketing.    ### Your Guide to Black Friday Email Prep I wrote a blog post, not too long back, on how to make this upcoming Black Friday and Cyber Monday the best yet. Well,before any other prep can happen, it’s important to ensure customer turnout. This goes for digital shopping as well as in person purchases. The best way to start gaining some attention for this holiday season is through emails. This enables consumers to be updated weekly about the new sales that are occurring on Black Friday and Cyber Monday. Here are some quick pointers on how to successfully keep your consumers updated. Give a Glimpse Right now, a lot of brands and companies are sending out teasers of merchandise and sales for Black Friday and Cyber Monday. This is an excellent way to excite consumers about the new content you have to offer. It also helps consumers find what they want to purchase ahead of time. This is beneficial for them and you. When consumers know what they want to purchase, they spend less time confused on your website. This enables quick sales. But, there is a fine line between teasing and displaying everything. The fun of Black Friday and Cyber Monday is that you get to peruse around and find new deals and items for the holiday season. By displaying all of your new content, you risk consumers losing interest and spending less time on your website. Remember, Black Friday and Cyber Monday are great for new consumers and old consumers getting acquainted with your brand. Don’t take that away!  Make it a Necessity It’s important that you drive a certain sense of urgency within your consumers. They, like most of us, are probably just casually looking right now. But, this can be detrimental to your sales because it gives consumers the option to pass on your content. That being said, the best way to drive urgency is through incentivization. There are many ways you could incentivize such as, a free item for a certain amount of money spent, delivery fees waived, delivery timing faster, and much more. Here are a few examples that you could use: 24-HOUR FLASH SALE Last day to save 50%! Last day of Black Friday sales! Order right now for free shipping! Extensions Black Friday and Cyber Monday are incredibly stressful for both consumers and brands. That’s why more and more companies are starting to extend their sales. It allows for greater purchasing with more ease. This is another way to incentivize customers to continue purchasing from you. By doing this, you are acknowledging their stress and acting on it positively.   These are only a couple of ways to prep for this upcoming holiday season. I hope these tips will help you continue your prep for the season. If you haven’t started prepping, I would highly encourage that you start immediately as it is quickly approaching. If you would like to know more in detail, here is an excellent article. ### Get Ready for the Holiday Season   Black Friday and Cyber Monday lists are being made, winter items are being added to wish lists, and gifts are being planned. The holiday season is approaching fast; are you ready for it? Research has reported that online sales now make up more than half of the sales that occur during the holiday season. With this in mind, it is important to be prepared for the rush of consumerism. A strong online presence can make a world of a difference in exposure and revenue. Here are some tips to make this holiday season a successful one. Design The first thing people see when they look on your website is visual appeal. If your website looks the same as it did in 2007, chances are you’re not going to be engaging as well. Make sure everything looks put together and is ready for consumer eyes. This should remain true for ads especially. The design of advertisements is crucial for this time because people are actively seeking to purchase services or items. Your “look” should facilitate this golden time. It is also important to make sure that the content is up to date, but we’ll discuss this later. Last but not least, incorporate the holiday aesthetic into your advertising. This includes your website, advertisements, and social media presence. Checkout (and other functions) If there has ever been a time to make checkout easy and fast it is now. While this season ensures consumer engagement, it also brings to light any technical issues with websites and ad extensions. It is very important to make checking out items fast, easy and secure; consumers should feel comfortable shopping online. This also goes for advertisements. Consumers should be directed to the correct landing pages when click through an advertisement. It is also imperative that there is preparation for mass purchasing. Often times, it can cause webpages to crash for several hours which results in a loss of engagement and frustration all around. So, make sure you have updated your page to handle multiple types of activity at a time. Also, keep in mind that the holiday season brings new consumers, so it’s always nice to create a guest user option. This ensures that people can shop peacefully without being prodded to create an account. Most times, guest users create their own accounts anyway. Content When going over your content, it is important to tailor it to the season. As the holiday season approaches, the content should be related to late fall/winter. This also means keeping up with the season. The content at this point in time should be more autumnal and slowly shifting to winter, but in a month or so it should be full-fledged winter oriented. This also keeps up with the Black Friday and Cyber Monday traffic. This is the way content should be organized, seasonally. As mentioned before, it is imperative that the content is accurate. This means that the pictures should be matching the item or service. It also means that advertisements are going to the correct landing pages. The holiday season is the time for your content to shine! Social Media Staying on top of your social media presence all year round is important, but it is especially important to keep up with it during the holiday season. It establishes a sense of community between you and your consumers. This also primarily allows for people to keep up with potential deals and promotions. Keeping in touch with consumers also builds a level of excitement and anticipation for your content. A good social media presence can generate a really high conversion rate. It is imperative that you stay on top of it and start as early as possible. Quick Run-Down Design Website and advertisements are look aesthetically pleasing Incorporating the holiday theme into every aspect Checkout Make checkout easy and fast Test a lot before the holiday season to make sure that all technical issues are resolved Make sure that advertisement extensions are correct and that the correct landing pages are linked Create a “guest account” option for first time consumers Be ready to handle an overwhelming amount of traffic on socials and the website Test checkout compatibility with high traffic volumes Content Make sure content keeps up with yearly themes Check content ahead of the holiday rush to make sure that everything is accurate Bonus: Check content level before the holiday rush to make sure that there is enough to purchase Social Media Stay consistent Engage more than usual during the holiday season Promote new holiday related deals and discounts Enjoy the holiday season ahead with these strategic tips!     ### How to Make the Most of Your Videos The usage of video in advertisements has become the post prominent way to increase CTR. Think about it like this, when you see a post with no video or a very small visual you are engaged with it for less than three seconds. When you scroll to a video advertisement, you are likely to watch the full video. This exactly how it works for your audience. That being said, more often than not people abandon video advertisements due to it being visually unappealing or boring. Here are a couple of tips that will set you videos up for success. The Structure Size and shape: You may be asking, what shape goes with what platforms? Landscape: This is traditionally used for television and film, but it’s not ideal for videos on social platforms. Most people access their social media platforms on their mobile device, so a vertical video is better as it matches the design of the phone. Vertical: This is the key to a viewable video. It is the perfect size at a 1:1 ratio. Buffer remarked that this format increased viewership by 30-50% and it increased engagement by 80%. Where? The key is uploading a video directly on the social media site. While it is not very common in today’s world, it can be quite annoying to put a YouTube link on your social media platform rather than just uploading the video directly to the site. It is inefficient for the marketer because it can make tracking statistics difficult and it is also annoying for the potential consumer who would like to see the video. Content 3-Act Structure Act 1: Establish a problem. The viewer needs a way to connect with your advertisement. A good way to provide that is with a relatable problem. Ex. Is your car insurance too high? Act 2: How to fix the problem. This is where you shine as a marketing genius. Display your product and quickly run through the basics of fixing the problem that you mentioned in Act 1. Ex: Use our free online tool to find the right insurance for you. All you have to do is click the link which will take you through an easy survey.  Act 3: Problem fixed. After you have promoted your product or service, use the end of the video to discuss the success. I know it may be obvious, but always talk about success rather than failure. Ex. 95% of the people who have taken the survey have found it to lower their car insurance rate significantly! 60 Seconds Though platforms provide different duration times for videos, it is imperative that you don’t drag it on for more than a couple of minutes. There are many other distractions that can divert their attention. This can be detrimental if you haven’t gotten your point across yet. So keep it short and sweet. The Must Haves A Good Thumbnail: While it can be easy to rely on the description, the truth is that the thumbnail can make or break your viewership rates.  Eye-catching: A good still or picture can do wonders when it comes to attracting people. Remember, people won’t bother to read anything if they don’t have to, so your visual is your top base. Too Wordy: Don’t put too many words in the thumbnail. Like I mentioned before, people hate reading. If you decide to include words in the thumbnail, make it interesting. The key is to evoke a sense of curiosity within the viewer. Subtitles: If you have read through so far and said “I already knew this.”, pay attention to this bit of information. I have seen that some digital marketers think that subtitles are an extra item to add. That could not be further from the truth. People are using their devices in public. Often times, that means that their volume is turned down. Setting up subtitles allows anyone to view your video at any time or place. When you take subtitles away, you essentially taking away viewership.  I hope these tips and tricks were helpful. Be sure to utilize them for your video advertisements. I am sure that with this information, they will be very successful. ### Autumn Influencing Design Autumn evokes certain senses, it creates a very familiar and comforting picture in your mind, but most importantly, it is the season that welcomes creativity. While the routine deep color palette and outdoorsy theme will always be a staple, there much more to the autumnal inspired design. Let’s delve into exciting new trends we can expect to see this fall. Sustainability The concept of being eco friendly has taken the world by storm. Every company, artist, or design has implemented this glorious trend. Companies are reinventing the plastic that they historically would dispose of as waste. In terms of color, this autumn will continue the trend of more earthy colors as opposed to more deep and bold colors. Colors like green, blue, and brown can be seen as the forefront of almost any design. This trend can be considered a year round one rather than a seasonal one, and that’s great! Retro This autumn you can expect to see more retro color designs and color palettes. Specifically, the trend seems to go towards a 60s and 70s type of vibe. Designers and artists are capturing the visual aesthetics of each of these decades and adding a sense of novelty to them. Designs that have a retro aspect are complemented with bright colors. The bright colors to watch out for this fall are sky-blue and emerald-green. Classical On the opposite side of the spectrum from a retro design is a classical design. Both are equally popular this season. The classical color palette tends to use rich and deep colors-the ones typically associated with autumn. This season expect to see rustic designs everywhere. A classical theme is often complimented by prints and fabrics that offer quite a bit of intrigue. Prints and fabrics are becoming quite a trend in the digital design world, most prominently in the 3D design world. While this trend guide was short and sweet, I hope you find inspiration for your designs this autumn.   ### Master the Art of Headline Writing: The Ultimate Guide to Boosting Engagement The Power of Headlines Have you ever found yourself stumped when trying to craft that perfect headline? Wondering how to use powerful headlines to drive engagement, capture your reader's attention, and truly make an impact? Then you're in the right place. Welcome to "Master the Art of Headline Writing: The Ultimate Guide to Boosting Engagement," a comprehensive journey into the world of powerful, attention-driven headline writing. As a key component in content marketing, headlines are the gatekeepers of your content. They're the first impression you give to your audience, and whether it's a blog post, social media update, or email subject line, they have the potential to either draw readers in or push them away. That's why writing effective headlines is absolutely critical. This guide will provide you with proven strategies and practical tips to boost your headline writing skills. From the science of search engine optimization to understanding your target audience, from crafting compelling blog titles, for different platforms to measuring the performance of your headlines, you'll learn it all here. Ready to transform your content with compelling headlines and see a significant increase in engagement? Let's get started on this exciting journey! Understanding Headline Importance Headlines are not just simple statements at the top of your content; they're the hook that draws your audience in. If a headline doesn't engage readers, the rest of the content risks going unnoticed, regardless of how informative or well-written it is. That's why it's critical to understand the role of headlines in driving engagement. The science behind headline clicks is fascinating. Various factors, including the use of power words, emotional triggers, and odd numbers, can significantly affect how users react to headlines. By mastering these elements, you can write headlines that grab your readers' attention and compel them to click through. First impressions matter, especially in the world of content marketing. And the headline often serves as this first impression. An effective headline sets the tone for the rest of the content and gives your readers an idea of what to expect. So, the question is, are you making a great first impression with your headlines? Basic Principles of Headline Writing Writing effective headlines isn't rocket science, but it does require understanding and applying a few basic principles. Let's explore these in detail. Firstly, clarity is key in headline writing. You need to convey your message succinctly and make sure your audience understands what your content is about. A good headline doesn't leave room for misinterpretation. Secondly, using actionable language can make your headlines more compelling. Verbs can invigorate your headline, giving it energy and prompting your readers to take action. Next, we can't overlook the power of numbers. Our brains are attracted to numbers because they organize information into a logical order. Odd numbers, specifically, have been found to perform better in headlines. So, don't shy away from using them. Creating curiosity is another important principle of headline writing. If you can spark curiosity in your readers, they're more likely to click on your headline to find out more. However, remember not to give away too much in the headline – the goal is to pique interest, not satisfy it. Lastly, utilizing emotional triggers can significantly boost engagement and your headline effectiveness. Whether it's joy, surprise, or anticipation, triggering an emotional response can compel your readers to engage with your content. But again, balance is key. Too much emotion can come across as clickbait, while too little might not generate enough interest. Armed with these basic principles, you're already well on your way to mastering the art of headline writing. But there's still much more to learn, so let's continue our journey! Headline Styles and Formats Now that you understand the importance of headlines and the basic principles of crafting them, let's talk about different headline styles and formats. Not all headlines are created equal, and choosing the right style can dramatically impact your engagement rate. Let's unpack some common types of headlines that work wonders in the content marketing world. How-to headlines are quite popular, as they immediately signal to readers that they'll gain practical knowledge or skills. For instance, "How to Use Social Media to Boost Your Small Business" is an engaging headline for those looking to expand their online presence. List headlines also perform well. Our brains love organized information, and a list provides that. Plus, integrating specific numbers (odd ones perform best) can make your headline even more enticing. An example might be "7 Proven Strategies to Increase Your Blog Traffic." Question headlines can spark curiosity and engage readers by addressing their needs, wants, or problems directly. A headline like "Want to Write Killer Blog Posts? Here's What You Need to Know" is a powerful engagement tool. Secret-of headlines appeal to the reader's curiosity and desire for exclusive knowledge. "The Secret of Writing Attention-Driven Headlines" is likely to draw in those wanting to master headline writing. Command headlines are another style that directly instructs the reader to take some action, like "Boost Your Engagement with These Headline Writing Tips." Mix and match these formats to add variety to your headlines and keep your readers intrigued and engaged. Audience Understanding and Headline Customization Writing effective headlines isn't just about crafting catchy phrases. It's also about knowing your audience and tailoring your headlines to their needs, interests, and desires. Do they want useful blog post ideas? Are they searching for headline writing tips? Are they struggling with engaging readers on their blog or social media posts? Understanding your target audience is the key to crafting catchy headlines that that resonate. Cultural and linguistic considerations also play a role. Ensure your headline language aligns with your audience's dialect, preferences, and cultural sensitivities. The right headline communicates, "This is exactly what you've been looking for!" to your audience. Utilizing Keywords for SEO In today's digital age, a catchy headline may not be enough. You also need to consider search engine optimization (SEO) to make your content visible in Google search results. Incorporating targeted keywords in your headlines helps search engines understand your content, increasing the likelihood of appearing in relevant search results. However, balance is key. While integrating specific keywords can help your content rank higher, it should not be at the expense of readability or relevance. A headline packed with keywords but lacking in coherence or intrigue won't drive engagement. Always remember, you're writing for humans first, search engines second. Using SEO effectively can lead to more traffic, increased click-through rates, and overall more engagement for your content. So, do your keyword research, and craft headlines that harmonize SEO with compelling content. Your readers – and Google – will thank you for it! And that's it for these chapters! Now, armed with these strategies and insights, you're on your way to crafting compelling, SEO-friendly headlines. But don't stop here – we've got more chapters filled with valuable advice coming up. So, ready to dive deeper into the art of headline writing? Using Power Words and Emotional Triggers Power words can be a content writer's best friend. They are emotionally evocative words that instantly grab a reader's attention and pique their interest. Words like 'amazing', 'exclusive', 'remarkable', and 'revolutionary' are all examples of power words that can turn a good headline into a great headline. Take, for example, a blog post about improving one's financial standing. A headline like "How to Improve Your Financial Situation" is effective, but by adding a power word, it becomes even more compelling: "How to Drastically Improve Your Financial Situation." But don't stop at power words; use emotional triggers to connect with your readers. Human decisions are driven by emotions, so a headline that triggers emotions like hope, curiosity, surprise, or urgency can engage readers at a deeper level. For example, "Ravishing Blog Post Ideas to Skyrocket Your Traffic" triggers excitement and anticipation, making it a magnetic headline. Crafting Headlines for Different Platforms Not all platforms are created equal when it comes to headline writing. The headline that works well for a blog post might not perform as well on social media or in an email subject line. You need to craft headlines that cater to the characteristics and audience expectations of each platform. For example, headlines for social media posts should be catchy, concise, and shareable. Using action verbs, compelling titles, or asking questions can be effective strategies. On the other hand, headlines for blog posts can afford to be a bit longer and more descriptive, often incorporating SEO-friendly keywords for better search engine results. The key here is to understand the nuances of each platform and adjust your headline writing accordingly. This strategy ensures your content gets the attention it deserves, regardless of where it's posted. Analyzing and Testing Your Headlines So, you've mastered the art of crafting compelling and persuasive headlines, but how do you know if they're working? Welcome to the world of headline testing and analytics. One way to evaluate the effectiveness of your headlines is to use a headline analyzer tool. These tools can provide valuable insights into the potential performance of your headline, based on factors such as word choice, length, sentiment, and searchability. Beyond headline analyzers, you can also conduct A/B testing, especially for crucial content like landing pages or high-stakes marketing campaigns. A/B testing involves creating two different headlines for the same piece of content and seeing which one performs better. Finally, don't forget to keep an eye on your content's performance metrics. Click-through rates, social shares, time spent on the page - these can all provide insights into how well your headline is resonating with your readers. By analyzing and testing your headlines, you'll continue to refine your headline writing skills and, over time, craft headlines that consistently drive engagement and deliver results. With that, we're wrapping up these chapters, but we're not done yet! More handy tips and powerful strategies for mastering the art of headline writing await you in the upcoming chapters. Are you ready to take your headline writing skills even further? The Role of Headlines in Content Marketing Strategy When planning your content marketing efforts, it's easy to overlook the critical role of headline writing. But remember, a compelling headline is your first impression, the ambassador of your content, and sometimes, your only shot at capturing the audience's attention. In the realm of content marketing, headlines have a threefold mission. First, they attract the right audience and make a solid first impression. A headline that resonates with your specific audience boosts engagement right off the bat, whether it's for a blog post, social media post, or an email newsletter. Second, headlines guide the reader's expectation. They give your audience an idea of what to anticipate, ensuring the body copy delivers on the promise made by the headline. A headline like "10 Financial Tips for the Absolute Amateur" sets a clear expectation for easy-to-understand financial advice. Finally, a headline contributes to the cohesiveness of your content strategy. By maintaining a consistent tone, style, and approach in your headlines, you build a content identity that readers recognize and appreciate. Putting It All Together - Your Path to Headline Mastery By now, you should have a solid understanding of how to write great headlines, that drive engagement. But knowledge alone isn't enough. To truly master the art of headline writing, practice and perseverance are key. Start by putting the principles we've discussed into action. Try crafting different types of headlines, using power words, and integrating specific numbers. See what works best for your target audience and which types of headlines resonate the most. Don't forget to test and analyze the effectiveness of your headlines, adjusting your approach as you learn more about what works. Also, stay current on new developments in the world of content marketing and SEO. Algorithm updates, changing consumer behaviors, and emerging trends can all impact the effectiveness of your headlines. To sum up, writing compelling headlines is both an art and a science. It requires creativity, understanding of your audience, knowledge of SEO, testing, and constant refinement. But with practice, patience, and a little bit of experimentation, you'll soon be crafting killer headlines that attract, engage, and convert your audience. And there you have it! You're well on your way to mastering the art of headline writing. Remember, practice makes perfect, so don't be afraid to experiment, learn, and grow as a content writer. Here's to writing compelling, click-worthy headlines that supercharge your content marketing efforts! Conclusion In conclusion, the significance of effective headline writing in the world of content marketing cannot be overstated. As we have explored in this guide, a compelling headline serves as the gateway to your content, setting the tone, attracting the reader's attention, and enticing them to delve further into your message. We have scrutinized the various types of headlines, the role of power words, the significance of emotional triggers, and the importance of creating headlines tailored to specific platforms. Equally important is the iterative process of testing and refining your headlines to continuously enhance their effectiveness. However, the learning curve doesn't stop here. The dynamic nature of content marketing and search engine optimization requires a flexible and evolving approach to headline writing. With the knowledge gleaned from this guide, you are equipped to meet this challenge. As you continue to apply these techniques and principles, and stay abreast of emerging trends, you will sharpen your headline writing skills. Over time, this will not only boost your engagement rates but also enhance your overall competence as a content marketer. Remember, your goal is more than simply learning how to write headlines. The aim is to master the art of crafting the right headline—one that resonates with your audience, ignites their interest, and motivates them to engage with your content. As you embark on this ongoing journey of improvement, we wish you every success. May your headlines continue to captivate, engage, and inspire your readers, bolstering your content marketing efforts and driving the results you seek. Appendix: Additional Resources for Mastering the Art of Headline Writing Search Engine Optimization (SEO): Google Keyword Planner: This tool helps you find keywords related to your content that can help your headlines show up in Google search results. Moz SEO Software: Moz offers a variety of resources on SEO and content marketing, which includes headline optimization. SEMRush: This powerful SEO tool aids in identifying optimal keywords for headlines, tracks their ranking, and offers competitive analysis, significantly enhancing the SEO-friendly nature of your headlines. Headline Writing Tips: "How to Write Magnetic Headlines" by Copyblogger: This comprehensive guide from Copyblogger provides valuable advice on creating compelling headlines. "The Definitive Guide to Writing a Headline that Doesn’t Suck (Tips, Tactics & Tools Included)" by Niel Patel: A useful blog post with more headline writing tips. Books on Copywriting and Headline Writing: "The Adweek Copywriting Handbook" by Joseph Sugarman "Breakthrough Copywriting" by David Garfinkel "Copywriting Secrets" by Jim Edwards Blogs to Follow for Regular Tips and Tricks: Copyblogger The Content Marketing Institute HubSpot's Marketing Blog Remember, the key to mastering the art of headline writing lies in continuous learning and practice. These resources provide valuable additional information to complement the principles and techniques discussed in this guide. Happy writing!   ### How to Increase Profits with a Phenomenal Online Presence I recently stumbled upon an article written by The Wall Street Journal. The article discusses how a controversial item of clothing caused an uproar on Gucci’s social media accounts. As a result of their social media influence taking a significant hit, their sales numbers and profits followed with the first quarterly drop since 2016. This reaffirms the idea that in this day and age social media and profits are connected. While this means you can boost your product and attain a wider array of impressions, it can also mean that one mistake can destroy a company's reputation. Here are a few ways to maintain an effective social media presence without ruffling any feathers. Relevancy What does this mean?: Keep up with things that are happening now. A brand that posts something not as new and fresh can seem socially inept. Example: A smaller company, Penguin Shop, recently posted about the Toronto Film Festival. They used a popular event to promote their own products. Consistency What does this mean?: It’s alright if you don’t have all of the socials out there, but it is absolutely necessary to consistently post on the ones you do have. It allows a constant interaction between the brand and the consumer. It also makes for a fantastic way to promote new products/services. Example: Hydro Flask, a popular water bottle company, has a twitter account where they have amassed 25.1K followers. On their twitter account, they have 10 tweets just within this month of September. So far, they have promoted different merchandise, hosted giveaways, as well as tweeted about a recent interview with their CEO. Awareness What does this mean?: Take your online reputation very seriously. As I mentioned before, all it took for Gucci to lose profits was have one article of clothing that was deemed inappropriate. Consider who is viewing your social media account, what you are using your social media account for, as well as if you are hurting any opinions in the process. Example: Converse recently announced their Converse Renew Denim collection. The shoes within this collection would use upcycled denim from a sustainable fashion brand. Not only has Converse promoted a new product, they have advocated for sustainability. This welcomes a potentially new market of people who are dedicated to purchasing environmentally friendly products. Management What does this mean?: Many people think that a post is all it takes to build an online rapport with your consumers. This is very incorrect and can actually be detrimental to your business. It can come across as arrogant or as if you don’t care for the opinions of your consumers. It is always a good idea to respond to comments, answer questions, use emojis to positively dictate how you feel about a comment and much more. Example: Aerie, a brand under American Eagle, recently did a couple of videos with Aly Raisman. Under the majority of the comments they liked or commented back. This may not seem significant, but it offers a connection with the consumer. There are many other aspects to upkeep an online presence, but the ones I mentioned were just the basics. It is good to know the rules of social media presence, and I hope you will utilize them for your brand or company. ### Underrated Social Media Features for Marketers Social media has become an integral part of digital marketing. It has enabled consumers to visualize a brand’s image. Social media has also bridged the gap between consumer and product. The media platforms today offer a multitude of options for brands to enhance their online presence. With the abundance of features available, it can be very easy to feel overwhelmed. Here is a list of features that will help you enhance your online profile. IGTV How does it work?: You can create a channel on which you can upload a video between 15 seconds and 10 minutes long. Note: Larger accounts also offer the possibility of uploading a video that is 60 minutes long. Why should I use it?: It is very easy and efficient way to directly connect with your audience. It also gives you the opportunity to make creative content that may inspire high consumption rates from your customers. Facebook Job Posting How does it work?: It is fairly simple. Within your company page you can create a job posting using the template Facebook provides for you. Why should I use it?: While posting job opportunities and staff changes on the company website is fine, it does not engage an audience the way this feature does. You can reach a wider variety of people, target a certain audience, and overall increase the following of your page. Twitter Lists How does it work?: Create a list for a specific topic/idea. You can name the list as well as write an engaging description. This list can be extremely useful for curating people, events, resources, or other things relevant to your brand. Why should I use it?: It is a great way to organize your twitter presence. I disorganized twitter presence can actually be quite detrimental to your image. It is also a great way to navigate people part of the company, consumers, and other followers to resources and pages related to the company. LinkedIn Website Demographics How does it work?: It is a feature that allows specific targeting. Through this targeting, you are able to see the data for the users that visit your website.  Why should I use it?: It is the newest data tracking feature. It is highly comparable to the Facebook Ads Manager feature that Facebook offers. Due to the fact that it is a new marketing feature, it allows you to tailor your marketing campaigns really well. Snapchat Geofilters How does it work?: They are filters that people can use when they are in a geotagged location. Choose a template from the many that Snapchat offers to get started. From there, you can choose your image, the radius for where consumers will be able to access the geofilter, and the active time. Why should I use it?: It is a great way to get in touch with a younger demographic. This can also boost the popularity of your business. With this filter being available, more people will be inclined to visit your area. Youtube Playlists How does it work?: You can organize the videos that you upload by topic mentioned in the video. Why should I use it?: It is a much easier way for consumers to find not just one, but multiple videos related to their search. This also encourages more engagement on the channel. These are just some of the many features that can improve the digital profile of your business. I hope you implement them into your online presence. ### Dominate the Market with Google Display Ads 2023: A Step-by-Step Guide Introduction Welcome aboard! If you've landed here, it's probably because you're looking to elevate your online marketing strategy with Google Display Ads. Congratulations, because you've hit the bullseye! This is your definitive "Google Display Ads guide" to master the realm of online advertising in 2023. So, let's dive right in! As you might be aware, Google Display Ads has become an indispensable part of the toolkit for digital marketers. But it's not just confined to professionals – anyone intending to amplify their online visibility and escalate their business growth can tap into its potential. With Google Display Network spanning over two million websites, the scope of connecting with new customers is enormous. In 2023, the significance of Google Display Ads has skyrocketed. With the digital marketplace teeming with competitors, it's now more critical than ever to distinguish your brand. And that's where Google Display Ads steps in - it enables you to communicate the right message to your target audience, at the right moment. Understanding the Basics Before we delve into the intricacies of creating Google Display Ads and mastering the Google Ads account, it's crucial to understand some fundamental concepts. Ever since its inception in 2005, Google Display Ads has evolved in sync with the digital landscape. From being a simple platform to serve banner ads on websites, it has now morphed into a potent advertising instrument that encompasses not just websites, but apps and social media platforms too. At its core, Google Display Ads is all about visual appeal - it's a display ad tool that transcends the boundaries of plain text. This comprises banners, gifs, and even interactive ads. Think of it as the digital analog of a billboard on a bustling highway, but with a lot more scope for customization and audience targeting. Here are a few key terms and concepts you need to familiarize yourself with: Google Display Network (GDN): It's a conglomerate of over two million websites, videos, and apps where your display ads can appear. It extends your reach to over 90% of internet users worldwide, offering your brand an incredible global exposure. Ad Formats: Google Display Ads support a wide array of ad formats, including image, text, responsive ads, gif, and more. These different formats can help you achieve diverse marketing objectives. Targeting: One of the standout advantages of Google Display Ads is its superior targeting options. You can target your audience based on demographics, interests, browsing history, and even specific keywords they're searching for. Bidding and Auction: Google Ads operates on a bidding strategy. Each time an ad spot becomes available, an instantaneous auction takes place. The display ad with the highest bid, given it also meets quality and relevance criteria, wins the auction and gets displayed. Conversions: In digital marketing parlance, a conversion signifies when a user performs a desired action. This could be clicking your ad, signing up for a newsletter, or making a purchase. Tracking conversions is crucial for gauging the effectiveness of your Google Display Ad campaign. The allure of Google Display Ads lies in its versatility. Regardless of whether you're a small business owner wanting to ramp up website traffic or a marketing manager seeking sophisticated targeting strategies, Google Display Ads has got you covered. In the upcoming sections, we'll walk you through setting up your Google Ads account, crafting your first display ad, and optimizing it for stellar results. Ready to get started? Setting Up Your Google Display Ads Account Embarking on your journey with Google Display Ads is simpler than you might imagine. Nonetheless, the setup process plays a crucial role as it paves the way for your advertising endeavors. Here's a step-by-step guide on how to set up your Google Ads account: Sign up for a Google Ads account: Navigate to the Google Ads homepage and click on "Start now". Ensure you're signed into the Google account associated with your business. If you don't have one, you'll need to create it. Set up your billing information: Post login, Google will prompt you to set up your payment information. Rest assured, you'll only be billed once your ads begin to run. Create your first campaign: With your account and billing information set, you're all set to create your first Google Display campaign. We'll delve deeper into this in the subsequent section. Remember, investing time in setting up your account accurately is critical to ensure your campaigns run seamlessly. Moreover, you can always tweak your campaign settings later as you gather more insights and experience. Constructing Your Initial Google Display Ad Embarking on creating your first Google Display Ad can seem overwhelming, but it is a thrilling milestone in your online marketing journey. Here's a simplified step-by-step guide for creating Google Display Ads: Define your objective: Are you looking to drive website traffic, increase conversions, or build brand awareness? Your goals will shape the guidance you receive from the Google Display Ads platform. Identify your target audience: Utilize Google's audience targeting options to define who will see your ads. You can target based on location, demographics, interests, or a blend of these. Determine your ad's placement: You can opt to let Google decide where your ads will show, or you can handpick specific websites, apps, and YouTube videos for your ads. Allocate your budget: Set a daily spending limit. Google will assist in optimizing your budget to maximize your ad's impact. Create your ad: Leverage Google's ad gallery for ad creation or upload your own display ad if you have one. Make sure your ad is visually engaging and effectively communicates your value proposition. Launch your ad: When you are satisfied with your ad, submit it for Google's review. Once it aligns with their guidelines, your ad will be ready to run! Advanced Targeting and Audience Segmentation One of the defining strengths of Google Display Ads is the platform's advanced targeting options and audience segmentation. These features allow your ads to reach the right internet users worldwide, heightening the likelihood of engagement and conversions. Here's a quick snapshot of some of the targeting options available: Demographic targeting: This allows you to target users based on age, gender, parental status, and income bracket. Location targeting: Want your ads to reach users in a specific city, region, or country? Location targeting makes it possible. Interest-based targeting: Google categorizes users into different interest groups according to their online behavior. You can opt to display your ads to users with specific interests aligned with your offerings. Keyword targeting: Choosing specific keywords will display your ads on websites featuring these keywords, increasing the chance of reaching users interested in your offerings. Remember, the secret to successful targeting lies in a deep understanding of your audience. The more insights you gather about your customers' wants, online behavior, and preferences, the more effectively you can tailor your ads to meet their needs. Next, we will delve into bidding and budgeting, another essential facet of Google Display Ads. Mastering Bidding and Budgeting Having grasped how to set up your Google Display Ads and fine-tune your audience targeting, let's progress to another crucial aspect of Google Ads - bidding and budgeting. Mastery over this area can enhance the cost-effectiveness of your advertising efforts. The first step is to establish a daily budget. This is the maximum amount you're willing to spend per day on a particular display campaign. Ensure the budget aligns with your overall marketing finances and advertising objectives. Next, you'll select a bid strategy. Your bid represents the maximum amount you're willing to pay for a specific user interaction with your ad, like clicking the ad or viewing your video. Google offers various bid strategies, depending on your goal. You could focus on clicks (cost-per-click), impressions (cost-per-thousand impressions), or conversions (cost-per-acquisition). One noteworthy feature Google Ads provides is automated bidding. In this system, Google adjusts your bid in real-time to optimize your campaign results based on your budget. This feature can significantly enhance your campaign, especially if you're new to Google Ads or if managing everything manually is time-consuming. Assessing and Interpreting Ad Performance Once your Google Display Ad campaign is active, it's time to focus on a vital aspect of online marketing - analyzing your results. This process lets you identify what's effective, what's not, and areas for enhancement. Google Display Ads offers a rich data set on your display campaign's performance. Here are some fundamental metrics you should monitor: Clicks: The count of user clicks on your ads. This measure reveals the effectiveness of your ads in prompting users to act. Impressions: The frequency of your ad displays. This metric helps gauge the visibility your ads are achieving on the Google Display Network. Click-through rate (CTR): The percentage of users who click your ads relative to the total number of users who see your ads. A high CTR suggests that your ads are relevant and attractive to your target audience. Conversions: The instances where users complete a desired action after clicking your ad. This action could be making a purchase, submitting a form, or any other action valuable to your business. Google Ads also provides advanced measures like conversion rate and return on ad spend, offering deeper insights into your Google Display Campaign performance. Remember, the objective is not only to gather data but to leverage it to make informed decisions and continuously refine your campaigns. Sophisticated Strategies for Google Display Ads Having explored the basics, let's investigate more advanced strategies that can elevate your Google Display Ads campaigns. Remarketing: Remarketing is a potent strategy that enables you to display ads to users who have previously interacted with your business. This method can be extremely effective, as these users are already familiar with your brand and might just need an additional push to complete a purchase. Responsive display ads: These ads adapt their size, look, and format to suit any available ad space. Simply supply a few headlines, a description, an image, and Google manages the rest. Responsive display ads can drastically increase your reach and impact. Ad extensions: These are supplementary details that can enhance your ads. This could include extra links, phone numbers, or location data. Extensions can boost your CTR and offer more ways for users to interact with your ads. Automated bidding strategies: As highlighted earlier, these allow Google to automatically optimize your bids for specific objectives, like maximizing clicks or conversions. This is an excellent way to harness Google's machine learning capabilities to optimize your display campaigns. Google Display Ads is a robust platform filled with various features and strategies to explore. The more you learn and experiment, the more you'll uncover what resonates best with your business. In the following sections, we'll examine some common pitfalls to avoid and successful case studies for inspiration. Common Pitfalls to Evade in Google Display Ads Despite the power of Google Display Ads, there are typical errors that advertisers should be mindful of to maximize their campaigns' effectiveness. Let's explore some common mistakes you should sidestep: Setting and Forgetting: While the initial setup of your campaign is a crucial step, it's equally important to regularly monitor and adjust it. Keep a close eye on your metrics and modify your campaign as needed to optimize performance. Overlooking Mobile Users: Mobile browsing has now surpassed desktop browsing in terms of usage. Ensure your ads are optimized for mobile devices, and consider tailoring your strategy to mobile users. Neglecting Ad Extensions: Ad extensions provide more information and create additional ways for users to interact with your ads. Neglecting them can lead to missed opportunities. Inferior Ad Design: Your ad needs to be visually appealing and convey your message effectively. Poorly designed ads can result in lower click-through rates and fewer conversions. Absence of Clear Call-to-Action (CTA): Each ad should have a clear and compelling CTA, guiding users on what they should do next. Whether it's "Shop Now," "Learn More," or "Sign Up," ensure your CTA is prominent. Triumphant Google Display Ad Case Studies To truly grasp the potential of Google Display Ads, we'll examine some successful case studies sourced from real-world examples: Case 1: Dealix - Leveraging Dynamic Remarketing for Increased Conversions Dealix, an online lead generator for car dealerships, utilized Google Display Ads to reach a broader audience. With the aid of dynamic remarketing, they targeted users based on their interests and browsing behavior, managing their ad variations and campaign settings to align with customer preferences. This approach resulted in a 140% increase in conversions, a clear indication of the success of their Google Display Ad Campaign. Source Case 2: Toll Brothers - Building Qualified Leads with Google Display Network Toll Brothers, a luxury home construction company, employed remarketing with Google Display Ads to target users who had visited their landing page but didn't engage further. This smart display campaign, involving ad creation targeting options that allowed for a more personalized approach, resulted in a 43% lower cost-per-lead and a 76% increase in overall lead volume. Source Case 3: BuildDirect - Boosting Awareness and Driving Sales with Google Display Network BuildDirect, an online home improvement retailer, used Google Display Ads along with geographic and audience targeting to reach people interested in home improvements. With visually engaging ads and a clear call-to-action, they experienced a 220% increase in brand searches and 77% new site visitors - a testament to the power of a well-executed Google Display Ad campaign. Source These triumphant narratives underscore the value and reach of Google Display Ads when used effectively. They also emphasize the significance of a meticulously planned strategy that takes into account your target audience, ad design, desired outcomes, and bid strategy. Understanding Dimensions for the Google Display Network Before we conclude our comprehensive Google Display Ads guide, let's delve into an essential aspect of creating successful display ads - understanding the dimensions for the Google Display Network. Google Display Ads can take on a variety of shapes and sizes, and selecting the right dimensions for your ads can significantly impact their performance and visibility. The dimensions you choose should align with your marketing objectives, ad creation strategy, and the requirements of your target audience. The Google Display Network supports several standard ad sizes, which include the following: Leaderboard (728x90): Often placed at the top of web pages, this ad size is ideal for catching the attention of users as soon as they land on a page. Medium Rectangle (300x250): This size is versatile and can be placed within or at the end of articles, making it an excellent choice for contextual targeting. Large Rectangle (336x280): Larger than the medium rectangle, this size often performs well when embedded within text content or at the end of articles. Wide Skyscraper (160x600): This vertical format is typically placed on the side of a webpage and can be particularly effective for visually engaging ads. Half Page (300x600): Offering a large canvas for your ads, this size allows for more detail and can be great for showcasing a range of products or services. Mobile Leaderboard (320x50): Specifically designed for mobile devices, this size is a must-use for mobile-oriented campaigns. Remember, though, the key to successful Google Display Ads isn't just selecting the right size but also designing ads that are visually engaging, consistent with your brand, and tailored to your target audience. Pairing this with effective audience targeting, a compelling value proposition, and a clear call to action, will help ensure your display ad campaign resonates with users and drives your desired outcomes. Consider using responsive display ads, which automatically adjust to fit different ad spaces. To create responsive display ads, you'll need to provide several text and image assets, and Google's machine learning technology will do the rest, creating diverse ad combinations and optimizing them for your chosen performance metric. And don't forget about ad groups in your Google Display campaigns. Creating multiple ad groups, each with a unique set of keywords, placements, or audiences, allows you to fine-tune your targeting and better align your ads with the needs and interests of different user segments. Remember to measure your ads' performance using Google Analytics and adjust your strategy as necessary. You can test different ad sizes, designs, and messaging to see what resonates best with your audience and drives the most conversions. In sum, understanding and effectively using dimensions is a crucial aspect of harnessing the full potential of Google Display Ads. This is just another layer to add to your ever-growing skill set in online marketing, putting you in an even better position to build brand awareness, drive website traffic, and ultimately, increase sales. Wrapping Up: The Power of Google Display Ads From setting up a Google Ads account to diving into sophisticated smart display campaigns and garnering insights from triumphant case studies, we've journeyed through the dynamic realm of Google Display Ads. It's evident that Google Display Ads, as a component of the broader Google Display Network, presents a potent platform that can enable businesses, regardless of their size, to broaden their reach to internet users worldwide, elevate brand recognition, channel traffic, and propel conversions. By solidifying your comprehension of the platform's functionality, coupled with a meticulously devised strategy, you can utilize this tool to significantly influence your digital marketing success. Bear in mind that the digital marketing ecosystem is in perpetual evolution, and consequently, your approaches should be as well. Remain abreast of the latest trends, continue exploring and testing new strategies, and don't shy away from taking calculated risks. The pursuit of proficiency in Google Display Ads is ongoing, but with steadfastness and inventiveness, your endeavors will yield results. Our hope is that this comprehensive Google Display Ads guide proves instrumental in your journey towards securing a formidable presence in the market with Google Display Ads. Wishing you successful advertising! FAQs Q1: How much does it cost to use Google Display Ads? A: The cost of Google Display Ads can vary greatly depending on your bidding strategy, your industry, and competition for your target keywords. You could spend as little as a few cents per click, or it could cost several dollars. The beauty of Google Ads is that you set your own budget, so you have full control over how much you spend. For instance, when I started my first digital marketing campaign for my small bakery, I only had a budget of $10 a day. Over time, as my business grew and started gaining more from the ads, I gradually increased my budget. Q2: What's the difference between Google Display Ads and Google Search Ads? A: Google Search Ads appear on Google Search results pages when users search for keywords related to your business. Google Display Ads, on the other hand, appear on websites across the Google Display Network. Think of it like this: if Google Search Ads are like billboards along the highway, Google Display Ads are like flyers distributed in different neighborhoods. Q3: How long does it take to see results from Google Display Ads? A: The time it takes to see results can vary. Some businesses see results in a few days, while others might need to wait a few weeks. It largely depends on your industry, your target audience, and the quality of your ads. It's important to note that digital marketing is a marathon, not a sprint. As with my own experience, it took a couple of weeks to start seeing increased traffic to my website, and even longer to see that traffic convert to actual sales. Q4: Can I run multiple campaigns at once? A: Absolutely! Running multiple campaigns at once allows you to test different strategies and target different audiences. This can provide valuable insights into what works best for your business. When I launched a new line of products in my bakery, I ran separate campaigns for each product, which helped me understand which ones were more popular and who the interested customers were. Q5: Can I target specific websites with my display ads? A: Yes, you can. Google Display Ads allows you to select specific websites where you want your ads to appear. This is called managed placements. However, it's worth noting that your ads will only appear on these sites if they're part of the Google Display Network. Q6: What should I do if my ads are not performing well? A: If your ads aren't performing as expected, don't panic! It's a common part of digital marketing. The key is to analyze your performance data and make adjustments. Maybe your ads aren't visually appealing, your CTA isn't clear enough, or you're not targeting the right audience. Remember, it's all about testing, learning, and adapting.   ### A Guide to Facebook Ads When it comes to social marketing, Facebook rules the market. Facebook advertising has allowed marketers to reach millions of people within a shorter span than ever before. The compatibility of this platform has given freedom for marketers to become more creative with their ad creative, ad copy, targeted audience and much more. With the infinite options that Facebook provides, it can be easy to lose track of one major staple aspect of their ads: Sizing. Does Size Matter? In short, yes. There are a multitude of reasons why Facebook ad sizing is so important, here are a few: Visual Appeal: An adequately sized ad attracts all of the right attention. If an ad looks ill fitting when displayed to a potential consumer, it can eventually result in a lower CTR. On the flip side, a uniquely sized and formatted ad can attract more impressions as well as stand out against others with more uniform styles. Don’t be afraid to play around with all of the formats and sizes that Facebook offers. Avoiding Missteps: An ill fitting size or format can cause the ad to look distorted and unappealing. Beyond the visual unsightliness, there is a very real potential that people may think your ad is illegitimate or a scam. Audience: A correctly designed ad can help target the correct audience across a plethora of platforms. Facebook Image Technical Requirements The source of this information has come from Facebook Business. Basic Design Recommendations File Type: jpg or png Image Ratio: 1.91:1 to 4:5 Contains 20% or less of text Text: 125 characters or less Link Design Recommendations Image Ratio: 1.91:1 to 4:5 Resolution: 1080 x 1080px Headline: 25 characters Link Description: 30 characters Desktop Desktop News Feed Single Image Ad Image Aspect Ratio Minimum: 400 x 500 Single Image Ad with Link Image Dimension Minimum Width: 476px Minimum Height: 249px Image Aspect Ratio Minimum: 100 x 100 Maximum: 191 x 100 Mobile Mobile News Feed Single Image Ad Image Aspect Ratio Minimum: 400 x 500 Single Image Ad with Link Image Dimension Minimum Width: 320px Image Aspect Ratio Minimum: 100 x 100 Maximum: 191 x 100 Facebook Video Technical Requirements The source of this information has come from Facebook Business. Basic Design Recommendations Video Ratio: 9:16 to 16:9 File Size: 4GB max Minimum Length: 1 second Maximum Length: 240 minutes Captions and Sound: recommended Text: 125 characters Thumbnail contains 20% of text or less Vertical: 4:5 Link Design Recommendations Headline: 25 characters Link Description: 30 characters Desktop Desktop News Feed Single Video Ad Video Duration Minimum: 1 second Maximum: 241 minutes Video Dimension Minimum Width: 120px Minimum Height: 120px Video Size Maximum File Size: 26GB Minimum File Size: 1MB Video Aspect Ratio Minimum: 100x400 Maximum: 400x100 Mobile Mobile News Feed Single Video Ad Video Duration Minimum: 1 second Maximum: 241 minutes Video Dimension Minimum Width: 120px Minimum Height: 120px Video Size Maximum File Size: 26GB Minimum File Size: 1MB Video Aspect Ratio Minimum: 100x400 Maximum: 400x100 ### The Ghost of Social Media Past I stumbled upon a recent Gizmodo article that inspired me to write about past social networks. In this post, I discuss why past social networks’ failures have created such success in today’s most popular platforms, as well as what we can take away from the evolution of media. Social networks have become more than just a means of sharing your favorite things, it has become a lifestyle. According to Hootsuite, 3.48 billion people use social media as of March 2019. This prompts the question, “What makes platforms such as Facebook, Instagram, Twitter, and Snapchat so successful?”. The answer lies within their predecessors. Dead Social Media Sites Before the era of thirty minute vlogs and tweets about pets, there were platforms that provided a different utility. Friendster - Scam Friendly How it works: This social network is not too different from networks such as Facebook. Through your page, you can access your friend’s page and then you can access their friends’ pages. The Problem: One person can have access to millions of pages. Not only does this defeat the purpose of being closer to people, it also leaves room for scamming and inappropriate activity.  Myspace - From Boom to Bust How it works: You create a page with attributes about yourself and invite friends who are members of the platform to join your “Friend Space”. These new connections join your network. The Problem: People were just moving with the times. Competitors like Facebook offered a new and appealing layout. Facebook, at the time, marketed to former members of Myspace as a more mature social media platform.  Yik Yak - Yak of Security How it works: Originally, this social media platform was geared towards students. It was created where you could broadcast a post from a five mile radius, all without even creating a username. The Problem: The aspect of anonymity made it more accessible for people to say whatever they wanted on a larger scale without any real identification. This also attributed to legal issues regarding threats towards schools and people. Google+ - A Social Media for Google Not You How it works: It was intended to be a social graph. This platform compiled a user’s data across all Google platforms. The Problem: The lack of usership was caused by the difficult layout and lack of satisfaction that other socials offered. This was further amplified by the security breach of 5.2 million existing accounts. Vine - 6 Seconds of Popularity How it works: You can upload a 6 second video and it can be looped many times by users. The Problem: Like others mentioned above, it was quite popular when it first launched. Eventually, it was overtaken by YouTube. This was due to YouTube’s diversity in video content and better engagement. Periscope - Twitter’s Loss How it works: It is a live broadcasting platform that anyone can use. I would like to note that this platform has not been eliminated yet, but it is on a rapid decline. The Problem: Periscope suffers from a similar fate to Vine, it has a stronger competitor. With the introduction of Facebook Live, Periscope has become obsolete. Periscope’s greatest setback is the fact that it deletes broadcasts 24 hours after posting them. What We Learned Layout - Too simple or too complicated results in failure. The platform should be engaging, yet user friendly Change - Developments and changes to the network are necessary to keep an audience. Lack of change to match today’s speed and efficiency can lead to people leaving the platform in search of something better. Security - Security means everything. People should feel safe giving their information. If they don’t feel safe, they might leave the network or not engage as frequently. There also need to be security measures taken where people cannot post inappropriate or dangerous content so freely. Longevity - Every platform will eventually die down. This has to do with the change in attitudes and the times. The death of a platform may also have to do with a shift in technology. Many of the social media networks mentioned above are not going to be compatible with today’s technology. Now when you visit your favorite social media platforms, I hope you get a better understanding of the developments and research made to surpass the expectations and results of past networks. ### My Internship Experience at a Digital Marketing Agency Like most college sophomores nearing the end of the school year, I was frantically searching for an internship for the summer. This prompted me to attend a school career fair in hopes that one of the recruiters may be interested in my resume. The night before, I planned meticulously for this fair by taking note of which companies were attending, what questions I was going to ask them, and making edits to my resume. As luck would have it, none of the companies I planned on speaking to were hiring at that time. Before I left for the day, I stopped by one last booth, Clicks and Clients. I spoke to my now bosses/coworkers Annemarie Wheeler and Jermaine Kelly about the fact that I was looking for an internship that would provide me with the experience to excel at future jobs. Their cool, yet professional demeanor really spoke to me. I immediately applied, and the rest is history. Clicks and Clients provided me with a fresh new perspective on a workplace as well as how digital marketing compliments businesses in the era of e-Commerce. I want to detail the skills and valuable ideas I acquired throughout the duration of this internship. What Digital Marketing Means in the Age of the Internet Prior to this internship, I really only thought that the extent of digital marketing was posting on social media platforms. Though I was partially correct, this is just the tip of the iceberg in terms of the work and effort agencies put in to maximize their clients KPI’s. Working on this internship gave me a closer insight into all of the moving parts of a digital campaign. In layman’s terms, I like to call it, “the circle of digital marketing”. The circle of digital marketing also represents the ever changing nature of digital platforms. A change in a platform’s settings or display can either enhance or hinder an advertiser's progress. I learned that the hard way while QAing hundreds of ads. In a way, this internship gave me the opportunity to add digital marketing to my dictionary of knowledge. A Sample of the Work I Completed I want to provide an insight as to the kind of work that taught me the most. Social QAing campaigns, ad sets, ads Updating media plans Creating the weekly newsletters Working with creative studios such as Hootsuite, Asana, Facebook Ads Manager, Harvest & more Design Working on the new website Finding inspiration for new creatives Implementing creatives into ads SEO Updating location radii on Google Checking for the efficiency of websites Creating instructions for companies on how to use their website PPC Creating ad copy Updating campaign delivery times Updating IP addresses to exclude The Importance of Teamwork The importance of teamwork does not go unnoticed, especially at a company like Clicks and Clients. As I mentioned early on how this experience reimaged my idea of a workplace, and I would like to say it once again. I was not expecting the fun “doug” vs “dawg” inside jokes, the Nerf gun fights, and creative lunch discussions. It was amazing to know that such an overachieving company can still be so jaunty. This quote exemplifies my experience at Clicks and Clients, “The people you work with are just, when you get down to it, your very best friends.” – Michael Scott, The Office. As a college student with little to no experience prior to this internship, I can confidently say that this experience has changed me for the better. ### Local Pages, Local Search Results, and Local Strategy We have quite a few brick and mortar businesses as clients. As you might expect, they are always interested in ranking in local search results and curious about what strategies will help them accomplish this. While I’m always up for having these conversations, I thought it might be helpful to put together some strategies in an article for our clients and anyone else who may be interested. So, let’s get started. Google My Business I’m starting with the most obvious place to begin, Google My Business. For anyone who is unfamiliar, this is Google’s free local business platform. Google My Business (GMB) listings populate in Google Maps and allow your business to appear in those search results below the map for local search queries. This gives your store an excellent opportunity to be found by people looking for local businesses and also provides potential customers with information such as your address, phone number, and directions to your store.  Spending a few years working within Google My Business myself, I can tell you that you’ll be impressed with the amount of people that see your business listing. To help increase that number, I would recommend you do the following with your listing: Verify the listing by with Google through Postcard verification Phone verification Or sometimes via email Add as much information as possible to the listing  Business Category  Address Phone Number,  Email  Website Business Description Products/Services Offered Create answers for questions that commonly occur in your line of business Make an effort to collect good reviews from happy customers Monitor the Insights that GMB provides for additional opportunities Following these initial steps will get your business seen by local searchers. Location Pages Outside of Google My Business are the organic search results. These include the links/results that are not ads and that are not directly below the “map pack.” This is where you want your location pages to appear. Location pages are individual pages on your website that provide information about your different locations. This does not mean creating one page on your website with the addresses and phone numbers of all your locations. You should have an individual page on your site created for each of your locations. If you have 5 stores, you should have 5 location pages. If you have 300 stores, you should have 300 location pages. Make sense? You may be asking why each store needs their own page if all the stores offer similar products or services. Does creating all these extra pages actually help? The simple answer is yes, but let’s discuss why. Google is looking for THE most relevant page to provide in search results. Having a general page with small pieces of info about your locations makes it hard for Google to determine when that info is good to give as a result. After all, it’s just a general page with extremely basic information. Searchers aren’t commonly searching for basic information about a business. They want to know exactly what your store provides or offers them. For that reason, each one of your location pages will be optimized to include this information. This includes page titles, meta descriptions, headings, and body content (more on this in the next section). When you have an individual page for each location, we can provide much more information making the page a much better result in Google’s eyes. Local Content So now that we’ve created all these individual location pages, what sort of information should be on them? Start with all the obvious info like the store’s address, phone number, and a basic description of your product or service offerings. In the description, be sure to mention the city, town, or neighborhood where your store is located. Also adding intersections, main roads, or landmarks to add some additional context around your location. Lastly, if there are certain stores that offer something that others don’t, this is a great opportunity to include that information as well. Your page titles should include the city, state, and zip code of the location. The heading of your body content could also include the city and state (i.e. “Store Name” in Denver, CO). Lastly, I would recommend mentioning the city, town, or neighborhood in the meta description as well since those appear in search results as well. Adding these specific pieces of local information on each store page will give Google lots of signals and information to work with and build trust in returning your page as a result for local searches. Local Links Everything we’ve covered so far should surely get your business at least some visibility in local search results, right? Well, maybe. But there is more that can be and should be done if you want to secure better rankings. Right about now is when clients tend to get skeptical, but I cannot recommend this enough. Make an effort to get links from established local business organizations. What does that mean? For a lot of my clients this means having your individual stores join their local chamber of commerce or a regional, industry-specific business association.  Commonly these organizations/associations/chambers have business directories on their websites where they show all the local businesses that are part of the organization. That is where you want to be listed, but don’t make the same mistake I’ve seen many of our clients make. Any business information you submit to these organizations needs to be specific to your local store. Too many times I have seen businesses join these organizations and then provide general business info like the address of the headquarters, a call center phone number that directs calls, or a link to the homepage to their website. While this is still helpful information, it is not the most relevant and will not help your local marketing efforts. If you want these directories to give you a boost in organic rankings, you need to be specific with the information you provide them. Provide the specific address, phone number and, for goodness sake, the exact local page link on your website where users can find information about your local store.  Conclusion When Google sees your optimized location pages in the directories of well-established organizations, Google can put even more trust in your location as a legitimate business that is making an effort to be involved locally on some level. If you want Google to show your stores some love, then take the time to run through recommendations I’ve made here. It’s a great foundation that will set your stores up for local success online. ### Convert More Qualified Leads...In An INSTANT! Let’s be real for a moment: Facebook Canvas ads, as beautiful as they were, were a major pain to build out and the ends didn’t justify the means for most brands looking to create a faster post-click experience in Facebook and Instagram. Flash forward to over two years later (and a few ‘face lifts’...get it..Facebook...face lifts) and the once clunky to build, gorgeous to view, Canvas ads have been re-branded to Instant Experiences that load up to 15x faster than standard mobile websites. First, let’s talk key format highlights: Instant Storefront helps businesses sell products in a grid format. Instant Lookbook enables businesses to display products in the context of a lifestyle image. Instant Customer Acquisition helps businesses drive customer action by displaying offerings and including a clear call to action. Instant Storytelling uses images and video to give people a better feel for your brand. Instant Form lets people easily share their contact information to learn more about your offerings. Another key ingredient is taking into consideration how your business wants to use this format: Automotive and Technology businesses looking to drive activation around launch events Subscription e-commerce businesses looking to capture intent and pre register customers High-consideration services company trying to identify hand-raisers you need to prioritize Consumer Packaged Goods (CPG) retail company looking to build first-party mailing lists to reach new audiences Instant experiences are very effective for a few key reasons. Phone zombies..er..users typically  spend as much as 90% of the time on their phones within apps — compare that to 10% on mobile sites. In addition, as many as 53% of users navigate away from a mobile landing page if it takes longer than three seconds to load. The growing selection of templates affords a business (let’s face it- most small businesses) to connect with customers more affordably than investing in the creation of a fully functioning and fast mobile website. You can sell your products, display offerings for customer acquisition, tell your brand story and even collect information from a lead form. While it is well documented that Facebook’s Lead Ads do generate more leads, they are less qualified than when you use conversion tracking, qualifying questions or send to a landing page. Enter the double threat- Instant Experience (essentially the IG model of landing pages) and Lead Forms. Yes, quality leads are all about building trust (Facebook- you’re doing amazing sweetie). The power of having a faster load time and the ability to tell your brand’s story through consistent style, voice and design will ultimately lead to build trust and through valuable information and education content brands can build authority. Ultimately it will be the content that users can click through to your site that will help them make a more informed decision, but this is the first step in building a more qualified user experience. Okay, let’s break it down with a list of pros and cons! Pros: Early tests show 53% of users view half the ad Avg view times are at 31 seconds (top performing ads got viewed for 70 seconds) Convert users with the lead gen form...duh what the article is about Cons: Users cannot make direct purchases DESIGN IS KING...so invest or you’ll have poor user experiences Remember that with any Facebook ad format, constant testing and investment into design and copy will ultimately be the most important part of any campaign. Ok, your turn! A/B test your Landing Page versus Instant Experiences (and obviously send me the results). Hope you have a great...experience...using the format! ### These Are Not The Ad Positions You’re Looking For A few weeks ago, I highlighted an article regarding the average position metric in Google Ads in the Clicks and Clients weekly newsletter entitled, ‘In Google Ads, Your Average Position Isn’t Your Average Position. Wait, What?’. Well, today, Google officially announced that they are sunsetting the average position metric this fall. First, let’s discuss what average position means and what it doesn’t. It is a common and prevalent misconception that the average position metric refers to the literal physical placement your ad appears in within the Google Search Engine Results Page (SERP) – and initially, when Google AdWords was launched – it did. As time has rolled on and Google AdWords has become Google Ads, Google has gone through many iterations of the SERP we all know and love. All of these changes within the SERP mean that the original physical order of the ads is different – long gone are the days of right column ads, for example – therefore, the physical locations that correlated to a certain position may or may not still exist. It is best to think about the position metric more as your ad’s rank and ability to meet Googles requirements to qualify for top placement. Requirements such as quality score, ad rank, ad relevance, and landing page quality help determine this number. This means, if you see you are in first position – thank your PPC manager or give yourself a good pat on the back for making sure your ad’s meet Google’s rigorous relevance guidelines. First position is telling you your ad has the highest score and that it won Google’s auction – not where it exists on the page. Thankfully, Google has introduced a few new metrics to help advertisers understand where their ads are: “Impression (Absolute Top) %”, “Impression (Top) %”, “Search Absolute Top Impression Share”, “Search (Top) Impression Share”, and “Click Share”. These are the new holy grail of understanding your ads placement within the SERP. They tell you how often your ads are at the top of the page when they get an impression and what share of all the top of the page impressions they are getting. The Impression (Absolute Top) % is the percent of your impressions that are shown as the very first ad above the organic search results. Impression (Top) % is the percent of your impressions that are shown anywhere above the organic search results. Search Absolute Top Impression Share is the percentage of your search ad impressions that are shown in the most prominent search position. Search Top Impression Share is the impressions you've received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Lastly, Click Share is the percentage of clicks you've received on the Search Network divided by the estimated maximum number of clicks that you could have received. You can use these new metrics to see whether changes in performance are due to changes in your ads' location and/or to bid on the top page location. These metrics are also going to help you understand your reach within your selected market. As the search marketing landscape continues to evolve, and Google continues to fine-tune the Ads platform, paired with proper conversion tracking, ensuring that you are looking at the proper metrics is going to be a distinguishing factor between those who find success and those who don’t. ### The Top 5 Methods for Better Advertising These 5 Advertising Design Methods Will Turn Heads. Guaranteed. 1. KISS “Keep It Simple, Stupid” or (KISS) is a design principle coined by Kelly Johnson, a lead engineer at the Lockheed Skunk Works. The KISS principle states that systems work best if they are made simple rather than complicated. Simplicity should be a key design goal and unnecessary complexity should be avoided at all costs. 2. Show, Don’t Tell The “Show, Don’t Tell” technique is used throughout literature, art, and film that allow the reader/viewer to experience the story through action, senses and feelings rather than having the author spell everything out through exposition and description. The concept is attributed to Russian playwright Anton Chekhov who said: “Don’t tell me the moon is shining; show me the glint of light on broken glass.” 3. Focus On Emotions You can list out the features of a product, but no one will care unless you can show why they matter. Whether you want to appeal to happiness, humor, sadness, fear or any other emotion, focus your design around that emotion. Consider how your message reads, and what adjustments you can make to enhance the emotional effect you’re appealing to. 4. Speak To Your Niches If you want to reach your target consumer group, you have to talk directly to them. Representing your consumers directly in your ad is a great way to signal that you’re talking directly to them. Brands with multiple target consumer groups can benefit from running multiple ad campaigns instead of one. 5. Choose Your Colors Wisely Color is an incredibly powerful tool throughout design, art, entertainment, and of course advertising. With color, you can set the tone of your ads, conjure emotions, and set up a motif. Whichever colors you choose for your ad campaigns, do it intentionally and with purpose. Conclusion If you want to boost interest, drive leads, and earn more sales, we highly recommend you consider these creative methods. If you aren’t sure where to begin or need help implementing your creative ideas, then take a moment to reach out and schedule your discovery call with Clicks and Clients’ Creative Department. We are a talented group of professional designers who mix creativity with data to craft better-performing advertising for your campaigns. ### Why Instagram’s New Algorithm is Killing Veteran Accounts Instagram was that bright shiny new toy 9 years ago. Something totally unique and different, something to steal thunder from Facebook. As Facebook continues to grow it will continue to gobble up the competition, because let’s face it... everything has a price tag. In 2012, Facebook paid an astounding $1 billion to acquire Instagram. Facebook seems to have a good grasp on formatting its platforms to appease its consumers. However, with all the good changes also come the bad changes. As we watched Facebook evolve, we saw how they changed their newsfeed algorithm to not show the most recent posts from your friends, like pages, etc. This change was one of the most aggravating one for users. So, of course Facebook eventually implemented this change within their newly acquired app, Instagram. Even if you don’t have a ton of followers you’ve probably noticed how hard it is to even go up in followers nowadays. Users took to the internet and posted all about Instagram’s algorithm updates. For example, this Reddit user here posted a thread about how he had a goal to reach, but he finds he loses followers more often than gains. Engagement has also decreased a great deal for users. It seems that accounts are lost and hidden in a shadow of what Instagram says is relevant to users based off their unfortunate algorithm. What was the work around for this update? Be more engaging. Be sure to like, comment and follow other accounts regularly, but who has the time to do that on a constant basis? Well, that is where bots came into play. At first, Instagram was plagued by them, which they have since seemed to clean up the bot activity a bit, but haven’t stopped it entirely. There are plenty of accounts that are not run by humans and are on auto activity. Now, fast forward to 2019. Blogger The Lovely Escapist shared a great article with users about how Instagram’s newest algorithm update only allows 10% of your followers to see your posts. If it wasn’t bad before, now it’s worse. Celebrities or users with already large followings are the only ones that aren’t getting hammered by these changes. They most certainly are effected, but not in a large enough scale like users with under 50,000 followers or so. Read the blog referenced above here for some great tips and tricks to try and stay on top of monetizing Instagram. Although, the blog above is positive, let’s share what we see. Typically, users with great content and with low follower counts that have increased despite of the algorithm change still are affected. How? Well, watching several accounts closely that finally hit their 10,000 follower mark have had a very hard time staying above that mark. Once users finally hit 10,000 we watch the algorithm come into play even harder. They dip back down under their goal or go at a snail’s pace to continue to grow vs. their growth rate that got them to 10,000. So, what does this all mean for veteran accounts? Well, it means that unless you’re extremely active and engaging your users, or even utilizing bots for your account(s), (which can even limit your account further thanks to Instagram’s way of disabling users to find a workaround to their algorithms), your follower count may dwindle. Unless you’re famous or constantly being shared across Instagram accounts your growth is severely limited. You will have to work much harder to continue to grow vs. when Instagram first came out on the market. We can only hope that a new platform will emerge and put some pressure on Facebook’s limitations for users. ### Are You Listening to What Your Data is Saying? In the age of digital, the amount of data gathered through PPC can be overwhelming. The data contains clues to who your customers are. How old are they? Where were they when they were searching? What device did they use? Are they really searching for you or something else? Finding the answers to these questions and meshing all data gathered from PPC together is quickly becoming more accessible due to the development of many useful tools. Below are five tools PPC marketers should be using to get the most out of their data.   Live Data Feeds In PPC, numbers are changing every second of the day. Using anything other than a live data feed will set your analysis efforts up for failure. Rather than downloading and importing fresh data into excel or a Google sheet daily, get a live data feed that automatically updates as often as you tell the software. As Google Ads has allowed for campaigns to spend up to three times the daily budget, controlling the spend of campaigns is more challenging. By using a live data feed, PPC marketers can easily observe how much an account has spent in real time and make any adjustments as needed.   Call Tracking Google Ads lets you see the number of calls in the conversion column. But how do you know if those calls are qualified leads or people accidently clicking on your ad, hoping to get ahold of the other guys across the street? Call tracking software allows you to listen to the recorded calls to analyze lead quality. Call tracking software is able to record to lead source to the granular keyword level which allows marketers to make necessary changes to get their ads in front of the right person. It  also allows us to use dynamic number insertion and change the number that appears on the landing page depending on the source the click came from. For example, someone that came from a Facebook ad will see a different number than someone who came from a Bing ad.   Landing Page Platform Much like call tracking, Google will record the number of form fills, but how do you know if those leads are qualified? Using a landing page platform to create landing pages only accessible via your ads allows you to more accurately track conversions. Making changes to a site can occasionally cause Google’s tracking code to break and not accurately track the number of conversions your paid search efforts are bringing you. We use a landing page platform to accurately track the number of conversions from our paid search campaigns and asses lead quality. Make sure to let your agency know when changes are made to your site so adjustments can be made as necessary.   Excel Going back to the basics of formulas and pivot tables is where your data is going to reveal its secrets. For example, perhaps one ad was the best performing until you broke out all the parts of that ad into a pivot table and learned that your first headline was carrying the weight and other ads with the same description were not performing. Change out the description and watch conversion rates fly up and to the right. Staying up to date with your Excel skills helps optimize campaigns, ad groups and ads alike. Excel or Google sheets can integrate with live data feeds, allowing you to perform formulas and build Pivot tables using the most up to date data. Pivot tables condense large amounts of data into a table that is easier to understand and gather insights from.   Visualization software While Excel tells you everything you need to know, integrating with more visual charts, maps, or graphs help marketers quickly know what is performing and what isn’t. After all, the first thing on the overview page of the Google Ads interface is a large line graph. We use Google Data Studio as it has many data visualization options. Remember those questions we were asking earlier? In Data Studio you can make a bar graph of conversions by age, segment clicks by device type, or even create a location heat map for conversions across targeted locations. Are you using all of these tools to get the most out of the piles of data generated from your PPC campaigns? Clicks and Clients can help you sort through all this data and build the most optimized campaigns. In the age of data and digital, are you really listening to what your data is telling you and turning those answers into insights or throwing it away and trying again? ### Site PageRank & Screaming Frog Visualizations Lately I’ve been looking at site structures and how PageRank flows through a domain. It’s helped shed a light on some inefficiencies some of our clients’ encounter. That’s why this week I’m taking some time to write about my recent revelations. Plus, it’s my turn to write the blog. I’ll start with a quick shout out to Screaming Frog’s Visualization and Crawl Analysis tools for making the process simple, fun, and interesting. Even some of coworkers were like, “Woah, what are you looking at?” It was mostly just the people that work in paid (psh), but still. If you’re looking for a visual element to help you present on a client’s site structure, the visualizations are an excellent resource and conversation piece. Anyway, let’s kick this thing off. PageRank PageRank is as old as dirt in the SEO industry and still a key signal search engines consider when returning search results for a particular search term. As we know, relevant pages and domains with high authority (PageRank) tend to see the most organic traffic. While the answer to boosting authority is commonly pointing more external links to a page, it’s important to also consider how to harness the authority your domain already has. The idea is simple. Your domain is the powerhouse of your online authority. It then passes that authority through to pages on your site, however it diminishes the further away (more clicks) you move from the homepage. Also, the more resources your domain is linking out to, the more pages it must share that authority with. To use your authority (PageRank) efficiently, a good rule of thumb is to place the most valuable resources and conversion driver as close to the homepage as possible. Pages that are not major contributors should be positioned further away (more clicks) from the homepage. Doing this allows for the most PageRank to be passed from your homepage to your valuable pages, thus providing them with more authority to make them more dominant in relevant search results. A more advanced site structure strategy could also include canonicalizing, no follow tags, and even removing bad content to avoid having PageRank distributed to archive pages and poor performers. Screaming Frog Visualizations Screaming Frog’s Visualization tool is pretty neat. It’s allows you to visualize sites by page depth, inlinks, outlinks, and word count. It can also integrate data like such as GA Sessions, GSC Clicks, Ahrefs URL Rating, and Moz Page Authority if you’re into that. Since our topic for now is site structure, my example will be looking at a page depth visualization. “Cool… but what am I looking at?” Well I’ll tell ya what you’re looking at. Green dots = 200 response code Red dots = 301 redirects, no follows, no index (things that impact PageRank) The dots in the blue box represent the homepage and it’s supporting content. The dot that is surrounded by other dots is the homepage and the dots around it are the pages that are linked from the homepage. Ideally, the surrounding dots are the most valuable pages and are receiving PageRank directly from the homepage - just one click away. The purple box represents the blog and the purple arrows point to the different categories and authors that then branch off in to the individual articles. Something to keep in mind is that the blog is also only one click away from the homepage but, due to the amount of content it holds, it looks far away in the visualization. You may notice that the dots in the blue box are a much more vivid green and red, while the dots around the blog have more muted tones. I believe this is a representation of the Link Score Screaming Frog assigns to those pages based on distribution of internal PageRank. The dots around the homepage collect PageRank from the homepage without linking out to many other resources. This maintains the PageRank within those pages and boosts their authority. The blog must share it’s slice of the homepage PageRank with all the content that is housed in it, unless that content has canonical or no follow tags that direct their PageRank back to the source. Since the blog is sharing it’s PageRank with many other pages, those pages are getting much less of a boost than the pages that are just a click or two away from the homepage. Pro Tip: Screaming Frogs Crawl Analysis tool provides a Link Score metric that gives you an idea of how much PageRank that page is receiving from the homepage. Conclusion Placement and site structure are important. Trying something new, big, or exciting for your website? Make it easily accessible not only for users, but also to give it the best opportunity by passing existing PageRank from your domain. Remember to balance how many pages your homepage internally links to so your authority isn’t spread too thin among your resources. Screaming Frog does most of the conceptualizing and visualizing, so give it a shot. You might be surprised what you find. ### Utilizing Facebook's Offline Events to Track Revenue Facebook's marketing platform has come a long way in the last several years, from tracking 'likes' and engagements for businesses in the early days—to today, tracking actual revenue attributed to your ads. That said, many marketers are failing to put the right tools in place to track revenue, OR their strategy isn't conducive to being tracked. While social media is a very effective way of gaining awareness, it is also a very powerful revenue-generating platform. Essentially if you have a CRM or some sort of customer management software & proper tracking in place, you can find a way to track revenue back to social. Some common tools include: Utilizing the Facebook pixel event-values for online sales; utilizing tracking codes to integrate with Google Analytics, CRMS, etc; and more recently, Facebook's Offline Events. Since most folks are pretty familiar with the Facebook pixel & URL parameters, we'll focus on the last piece, Offline Events. What is it? Offline events allow you to upload your customers & match them back to your ads, regardless of where they bought. This is perfect for businesses that have a presence both online & offline, longer buying cycles, or other tracking issues. How it works: Customer Data: You'll need a .csv or .txt file of your customers— Facebook recommends uploading these as frequent as possible for better optimizations (or you can integrate through the API). But you simply need your customer info (name, phone number, email, zip, etc.), Facebook uses these identifiers to match back to their users. There are a few formatting caveats to make sure you get the highest possible match rate. For example, emails need to be in all lower-case, phone numbers must contain a country code, countries must be formatted as an ISO two-letter country code, etc. (more formatting best-practices here).   Event Data: So you've provided the customer info so that Facebook can match your customers back to Facebook users, so now we need to track attribution with your ads. We need to determine your event type, it's associated value, & when it occurred. Event Type:  Offline Event types are structured the same way as standard events for the Facebook pixel, so you have Purchase, Lead, CompleteRegistration, etc. as well as custom conversions. Custom conversions are useful if you're trying to track a certain product sale for further insights, in addition to just value. Event Value: Speaking of value, that's tracked in the event details, too. Your value must be a decimal number greater than 0, and cannot include currency symbols or commas (you choose your currency separately). If you're uploading a purchase event, you must include a value. For all the other events, values are optional. Event Time: You must also include an event time. It's important that this is accurate to effectively show attribution to your ads. Facebook recommends utilizing a time stamp in addition to just the date, but it's not mandatory. Once you've mapped & uploaded your data, Facebook securely hashes and begins the match-back process & usually takes a minimum of 15 minutes. A couple of things to keep in mind: You can't go back and look at offline data after you've uploaded it within Facebook, nor can you delete it. So make sure everything is accurate prior to uploading, or else you won't be able to correct it after the fact.   If you do make a mistake uploading the data, don't upload it again. At least not as the same event. Instead, upload the data as a separate event (issues ensue if the same data is uploaded as the same event with Facebook's deduping process). Have you tried Facebook's offline events? What was the result? Let us know if you have questions pertaining to tracking revenue from Facebook ads! ### 5 Cutting-Edge Website Design Trends for 2018 Your company’s website works hard. It is open for business 24/7 and is the most cost-effective way to market your products and services. Keeping it up-to-date with current technologies and content and design helps it remain the “hub” of your online presence. Whether you want to completely redesign your site or tweak it for a fresh look, here are some top design trends of 2018 to give you some ideas. Bold Colors Traditionally, websites take color cues from the company logo. It keeps the theme cohesive and helps increase brand recognition. However, starting in 2017, there was an adventurous departure from that staid practice. Vivid, saturated colors began filling device screens. From company websites to social media, billboards and print ads, color is being used to make a statement and create eye-catching designs. Captivating Gradients It’s not just solid colors that are popping off the screen. Gradients between two colors create interest and dimension to the composition. They help users’ eyes move along the screen and create mood and depth. Whether it’s a natural gradient between adjacent colors or a dynamic juxtaposition of complementary colors, these techniques catch the visitor’s attention and set the site apart from the ‘web-safe’ crowd. Amplified Depth and Shadows Flat design has run its course. While it served its purpose for a modern design approach, today’s high-resolution graphics displays and AR takes drop shadows and depth to a whole new level. The diffused shadows are a departure from the harsh lines of the past. They provide a 3D-like view, allowing designers to give subtle, complex layers to specific elements, making them stand out. No goggles needed. Creative Typography Fonts can be as impactful as graphics. Thanks to high-resolution devices, the use of custom fonts is on the rise. Large letters and contrasting serif and sans serif headings improve the user experience. They can help build brand identity and keeps visitors on your site longer. Bare Bones Design In stark contrast to other trends, Brutalistic designs are an extremist form of minimalism. In the digital version of the revived mid-20th-century architectural movement, excessive white space, broken or no grid layouts, and jarring colors give an unpolished feel to the content. Sites from Craigslist to the Drudge Report use this form of stripped down design to make a statement and define their purpose. Your website design can be as critical as the content when it comes to the relationship with your customers. At Clicks & Clients, we take the time to understand your goals and business needs to ensure your site works as hard as you do. ### What is a Lookalike Audience? With over 2 billion active users on Facebook, countless marketers have identified the social media platform as one of the best marketing avenues in existing. As a business owner, it can be hard to reach the types of customers you need, but fortunately, lookalike marketing has emerged as an efficient way to draw in new audiences. Lookalike audiences allow marketers to target viewers who have previously purchased items from you and those who may be interested in your products. Here are some ways Facebook lookalike audiences can help you with your marketing approach. Types of Lookalike Audiences In general, there are four distinct types of Facebook lookalike audience. These groups are listed below: Video: Millions of hours of video are watched on Facebook each day, making it a prime platform for marketers. When you use the lookalike video audience feature, you can find new potential customers using data from the ones who have already viewed your videos. Conversion: If your company allows visitors to its website to participate in conversion events, you can find an audience like those who participate in these events. This is a great option for companies who offer online discounts. Email List: The feature allows marketers to create new email marketing lists using existing lists. To utilize this feature, marketers will need to construct a custom email list of customers first. Page Likes: If you regularly engage with customers and post to Facebook, you can find similar audiences based on the number of “likes” you receive from your current audience. Companies and business owners should choose a lookalike audience that will fit into their overall marketing campaign. How Does the Lookalike Audience Feature Work? The Facebook lookalike audience feature is an advanced targeting tool that allows marketers to extend their reach beyond their normal demographic. It is considered one of the most effective targeting tools, and it works by taking advantage of your source audience data points and a percentage sample of your choosing. This percentage sample will be based in your country of residence, and it will allow you to target another group of potential customers or clients like the ones you already have. Instead of cold marketing to individuals who may or may not be interested in your products or services, Facebook lookalike audience allows you to run a top-of-the-funnel sales campaign with relative ease. Contact Us In short, if you are looking for a way to expand your customer base, the Facebook lookalike audience feature may be just what you need. Contact Clicks and Clients today to learn more about Facebook marketing. ### SEO Impact of Google Assistant | Clicks & Clients Blog Technology is getting smarter. Google Assistant and Voice Search are becoming more popular, with more than 40% of adults using verbal commands daily. Whether it’s Cortana, Siri, Google, or Amazon, smart speakers are being used more frequently and with increased accuracy than they were a few years ago. While this doesn’t mean your website content needs to be overhauled entirely, there are subtle changes that can enhance its search performance. Here are some of the SEO impacts of Google Assistant and how to optimize your site for them. Conversational Keyword Phrases Take Center Stage Unlike typed searches, spoken queries are more conversational than structured. Articles and general content should mirror the search format. Research the types of queries about your industry, products and services that are being conducted by users. By learning the questions people are asking, you can provide the answers in your website copy. Optimizing your website for voice is crucial for potential customers to find your business. This makes using long-tail keywords a priority. The Search Results Page Is No Longer the Priority Google Assistant provides answers to questions instead of a list of relevant results. It uses the featured snippet to get the data needed to respond.  Craft a succinct, informative description for your snippet. It should answer the most common question asked about your brand’s products and services. This can help you move up to that number one spot. Content Needs Context to Succeed Schema markup helps search engines provide more informative results to users. It tells them what the information means, instead of just offering data. Adding the microdata format gives context to the content, which helps your website rank better on search engines. There are hundreds of markup types, which enables you to provide precise information to the search engines. The rich snippets tell Google what your data means, making it an ideal fit for voice search Optimize Directories for Local Searches Consumers ask their smart speakers to complete a variety of tasks every day, yet only a few have any bearing on SEO. Local search is one of those functions. Consumers may be looking for a nearby hardware store that carries a specific paint, a Thai restaurant with the best Tom Yum soup or a hair salon that’s open in the evening. Completing your Google My Business profile with contact and location information, description, images and or video can help Google Assistant find you easily. At Clicks and Clients, we understand that ranking on search engines and SEO is about more than the keywords. We help you develop a strategy that will improve your website’s performance and beat the competition. Schedule a Discovery Call today. ### How Manage Your Mailchimp Contacts to Stay on the Free Pricing Plan MailChimp is an amazing way to generate revenue for your business, but what happens when it stops being free? Mailchimp's Free plan only lets you have 500 contacts (or 2,000 contacts for legacy accounts; more on that below). Once you hit these marks, you need to start a monthly subscription. But before you start forking out some extra cash to keep your email campaigns going, read our guide for how to manage your Mailchimp contacts to stay on their free pricing plan. How did Mailchimp's Free Pricing Plans Change? It is first important to understand what recently changed with Mailchimp's pricing structure. Beginning on March 10, 2023, Mailchimp announced changes to their entire pricing model, including their free plans. Here is a the direct quote from the email Mailchimp sent to their userbase regarding their free pricing plans changes: "We’re writing to let you know that we will be making some changes to our Free Marketing plan. On March 10, 2023, there will be new limits on the number of contacts you can have in your account and how many emails you can send each day and month... What’s changing Contact limit - up to 500 contacts Monthly send limit - Up to 1,000 email sends Daily send limit - Up to 500 email sends" In other words, in order to remain on Mailchimp's free plan for new accounts, your contact list must remain under 500 and you are limited to 1,000 sends per month. Note: A "contact" is a bit of an updated vernacular from a "subscriber". A "contact" is counted as any person whose information you have stored in Mailchimp, regardless of whether or not they are subscribed to receive your emails. A "send" is any email sent to a subscriber. So, if you send an email newsletter to 100 subscribers, that counts as 100 sends. How Did Mailchimp's Pricing Changes Affect Existing Legacy Accounts? Mailchimp did legacy accounts somewhat of a favor by allowing for higher contact limits. Depending on when your Mailchimp account was created, there are different contact and send limits. Here is a handy chart breaking down all the changes. As you can see form the chart above, if you've had your free Mailchimp account since May 2019 or earlier, there's good news as you should still have a limit of 2,000 contacts. But if your account was created after that, the limit is now 500 contacts in order to remain on the free plan. How to Keep your Mailchimp Contact List Under 500 (or 2,000)? Regardless of when your account was created, the same question remains: how do you effectively trim and manage your contact list in order to remain on the free plan? There are a number of effective strategies to manage this. Here are our 5 favorites: #1 - Understand what Mailchimp Segments Are One of the most basic things to understand about Mailchimp is how its segments work. In Mailchimp, a segment is a filter set that groups contacts based on shared data. Segments can filter contacts based on a variety of criteria, including: Audience field data Group preferences E-commerce activity Signup page Gender Purchase activity Date added Location Marketing interaction There are many different potential use cases for Mailchimp segments, including: View contacts Send emails, text messages, or ads based on shared criteria Define customer personas Create content to convert customers into paying customers Send different segments different promotions Analyze the performance of marketing efforts Each segment can include up to five conditions. For example, a subscriber can be added to a segment called "Signed up in the last 14 days" and automatically removed after 15 days. Four our purposes, we can utilize segments to manage and delete specific groups of users in order to keep our contact list down and thus, stay within the range of the free plans. #2 - Delete Inactive Subscribers Chances are there are quite a few people who never open the emails from you. These people are making you go over the limit of 500 (or 2,000) contacts without giving you any revenue. You can save money and lower the number of subscribers by removing inactive users from your list. Removing contacts is easy. Here's how: Go to the list you're concerned about. Choose “Create a Segment.” Click “Contacts match” and then select “all” in the drop-menu. Filter the subscribers by selecting “Campaign Activity,” “did not open,” and “Aggregate Campaigns.” Create a new filter by clicking “Add” and selecting “Campaign Activity,” “was sent,” and “Aggregate Campaigns.” Select “Preview Segment.” Select the box next to all the subscribers you want to delete. You may need to utilize the bulk unsubscribe strategy. Select “Actions” and choose “Unsubscribe” in the drop-down menu. Click “Confirm.” This is just one way to keep your list full of people who are engaged. #3 - Remove Contacts and Subscribers With Low Ratings Another strategy for keeping your MailChimp plan free is deleting inactive contacts who have low ratings: Go to the list you're concerned about. Choose “Create a Segment.” Click “Contacts match” and then select “any” in the drop-menu. Filter the contacts by selecting “Contact Rating,” “is less than,” and “2 stars.” This creates a segment of subscribers who have a one-star rating. Select the box next to all the subscribers you want to delete. You may need to utilize the bulk unsubscribe tool. Select “Preview Segment.” Select the box next to all the subscribers you want to delete. You may need to utilize the bulk unsubscribe strategy. Select “Actions” and choose “Unsubscribe” in the drop-down menu. Click “Confirm” This will remove all your subscribers who barely engage or don't engage with your campaigns at all. #4 - Delete Any Unsubscribed Contacts Inactive contacts and subscribers with low ratings are one thing, but contacts who have actively unsubscribed from your blog are quite another. It should go without saying how important it is to remove these people from oyur contact list. In order to do so, you can create a new segment to identify unsubscribed contacts. You can then archive any contacts in this segment. #5 - Unsubscribe Contacts in Bulk Rather than selecting each individual email address you want to remove from your lists, you can do this after you create your segment: Choose “Export Segment.” Select “Export as CSV” to get a spreadsheet file of the email address. Before you open the file, choose “Manage contacts” then “Unsubscribe addresses.” Open the CSV spreadsheet, select all the email addresses, and copy them. Go back to the “Unsubscribe page” on MailChimp. Paste the email addresses and choose “Unsubscribe.” This method is especially useful if you have hundreds of inactive subscribers or contacts. What to Do If Your Mailchimp Contact List Is Still Over 500 or 2,000 If your newsletter is growing and successful, you may still be over 2,000 if you delete your subscribers or quickly get back to this problem. First, you should be excited that you have so many people who want to stay connected to your campaigns! If you're experiencing this issue, you can choose to upgrade your MailChimp account and work to offset the monthly fees. By monetizing these subscribers with effective email marketing, you can easily make back the $25 or $30 you'll pay for an upgraded account. Increase Your Engagement Managing your email list can get frustrating. If you're having trouble keeping your subscribers active or making enough sales to cover the costs of a MailChimp upgrade, you need a marketing partner. Clicks and Clients provides advice and marketing strategies that will make your email campaigns be more lucrative than ever. Learn how we can take your mailing list to the next level. ### Grow Your Business with a Local Link Building Strategy It’s no secret top ranked sites on search engine results receive more web traffic but driving curious visitors to your home page requires planning and patience. If you aren’t satisfied with your current SEO results, it might be because you’ve underestimated the importance of a local link building campaign. Most link building strategies tend to focus almost exclusively on creating backlinks from other high ranked sites with a similar information or focus. While a topical approach certainly defines your niche and builds your authority, overlooking the importance of local links leaves your site under-marketed. The Reason Why Your Local Links Are Important Regardless of how you tend to think about your company, the fact is your business exists in a multifaceted market. Whether you realize it or not, geography plays its role too. The physical location of your company impacts your position in the market just as much as your authority as an expert in your industry. There is a tendency to think about web businesses as global, but customers still tend to search for services and products closer to where they live. Local links help search engines direct visitors to your site based on geographic parameters. This makes your site stand out as the expert in the local area and helps to generate better quality sales leads. How to Source Your Local Links Local link building strategies might include networking and direct interaction with potential sources. Instead of gathering links from across the world wide web, target websites related to your community: A Local Blogger – Ask a writer or local journalist to reviews products or feature your business. Business Networking Groups – Get your company listed on your site on a meetup page. Directory Sites – Register your business with the Yellow Pages or Chamber of Commerce. Advertise Specials or Discounts – Offer special rates for community promote sales locally. Sponsorships – Support your local sports teams, performing artists, and special events. Local SEO link building is all about associating your site with a geographic area. Combine your web network with your in-person business networking activities. Ask your contacts to mention your company’s web address on their site or blog and offer to return the favor. A Basic Link Gathering Strategy Collecting high-quality backlinks is an artform. Be prepared to experiment and learn from mistakes. While there really is no standard solution, certain habits and tactics have been proven to produce results. This typical strategy for developing your link building system often works: Goals – Start by establishing your goals and time frame for your link building campaign. Research – Identify those companies and sites you would most like to receive links from. Prioritize – Use SEO assessment tools to determine which sites are the best fit for your plan. Strategize – Determine how to approach the most highly valued targets on your list. Negotiate – Offer something in exchange for the links you need. Review – Evaluate your performance of your link building campaign. Repeat – Cycle back through your list and steadily increase your collection of backlinks. A local link building campaign is all about establishing the geographic location of your business. Avoid restricting your targeted link strategy to sites directly related to your business. It’s okay to network more with general business and information sites so long as they focus on the same community. Partner with Clicks & Clients Like with all things, SEO links are a lot of guesswork and trial and error. Depending on the size of your company or your budget, you may need some assistance building your collection of backlinks. At Clicks and Clients, we want to help. Schedule your discovery call and find out how we manage your link building campaign for you to get the most out your website. ### Ultimate Guide to a Complete SEO Website Audit The essence of online business success hinges on the capacity of a brand to make its mark in the digital realm. For this, Search Engine Optimization (SEO) remains the critical cog in the mechanism, steering your audience to discover your website and interact with your brand. However, without strategic SEO optimization, your website may not reach its maximum potential, failing to draw the visitors you seek or the traffic you anticipate. To ensure that your site is delivering optimal results, it's crucial to perform a comprehensive SEO Website Audit. This extensive guide will delve into a detailed SEO Audit Checklist to assist you in gauging the current health of your website and outline steps to increase your search traffic. Understanding the Need for SEO Audit The Imperative of an SEO Website Audit An SEO Website Audit serves as a thorough examination of your website's on-page and off-page performance. An audit aims to identify technical issues, content gaps, on-page SEO shortcomings, and off-page opportunities that may impact your website's visibility on search engines. This understanding allows you to address these areas, fine-tune your SEO campaign, and optimize your website for more traffic and better rankings. Why is an SEO Audit Important? The digital landscape is ever-evolving. To keep up with these changes and ensure your site remains competitive, a regular SEO audit becomes vital. These audits allow you to evaluate your site's performance, discover any hidden technical issues that may be hindering your site's performance, and understand how changes in search engine algorithms affect your website. How to Perform a Comprehensive SEO Website Audit Identifying Technical Issues Impacting Your SEO Performance The first aspect to scrutinize while performing an SEO audit is your site's technical health. It is crucial to address these technical issues to ensure your site is easily accessible and understandable for both users and search engines. Page Load Time and Site Speed A question that begs to be asked is - how long does it take for your website to load? Not just a wild guess, but the accurate load time. You can use a site audit tool to measure the load time, and the faster it is, the better. A page speed of one second or less is ideal, but anything longer than three seconds could negatively impact your site's performance and user experience. Mobile Usability With the growing use of mobile devices for internet access, it's vital to ensure your website is mobile-friendly. A Mobile Usability Report can provide insights into issues related to mobile access to your site. Issues like unplayable content blocked resources, and more can affect your site's performance on mobile devices. Broken Links and 404 Errors Broken links or pages on your site can disrupt the user experience and may affect how search engines view your site. You can use an SEO Audit Tool to find broken pages and fix them. Also, check for 404 errors which may lead users and search engines to non-existent pages. Duplicate Content and Meta Descriptions Search engines may penalize your website for duplicate content, especially in meta descriptions. Be sure to check for any repeated information on your web pages and make changes where necessary. Indexing Finally, ensure that all your pages are being indexed in Google Search Console and other search engines. Unindexed pages will not appear in search results, decreasing your site's visibility. Keyword Analysis in your SEO Audit Are You Focusing on the Right Keywords? In SEO, keywords serve as the linchpin. They help you target your potential audience and rank better on the search engine results page. However, targeting the wrong keywords could lead you down a path of low conversions and high bounce rates. Avoiding 'Big' Competitive Keywords When adding new keywords to your list, one of the common pitfalls is to target highly competitive keywords. While these keywords may have high search volumes, they are also the hardest to rank for, especially for small business owners. Thus, you can end up spending a chunk of your resources without witnessing any tangible results. A smarter strategy is to focus on long-tail keywords or specific phrases with less competition and more potential for a high conversion rate. Knowing Your Winning and Losing Keywords Your SEO campaign would comprise various keywords, some outperforming others. Without tracking your keyword performance, it's impossible to discern which ones are driving your organic traffic and which ones are lagging. Review the keywords you're currently targeting, separate the winners from the losers, and then direct your efforts toward those keywords already bringing in results. Competitor Analysis Understanding your competitors' SEO strategy can offer invaluable insights. By analyzing which keywords your competitors are ranking for, you can evaluate whether a particular keyword offers a significant opportunity for you or if it's too competitive to pursue. Tools like Moz can be used to analyze your competitors' domain authority and page authority, helping you make informed decisions about your keyword strategy. On-Page SEO Audit Is Every Page of Your Website Optimized? Optimizing every page of your website for SEO is crucial to achieving a higher rank on search engine results. A detailed on-page SEO audit can ensure that your target keyword appears in all the right places. Ideally, the keyword should feature the following: URL Page titles Meta description Beginning of your content End of your content ALT tag of the first image Further, an on-page SEO audit should also examine other critical elements like header tags, internal links, image optimization, and more. Link Analysis How Effective Are Your Links? Link relevancy, link authority, and a diversity of backlinks are all crucial to your SEO efforts. The more relevant, high-quality backlinks you can get from unique domains, the better. Internal Links Internal links are links that connect your web pages. They help users navigate your website and allow search engines to crawl all the pages on your site efficiently. Check if your important pages have enough internal links pointing to them. External Links External links are links from your website to other sites. They provide additional information to your visitors and are an indicator of the quality of your content to search engines. Backlink Profile Your backlink profile refers to the sites that are linking back to your website. A diverse backlink profile with links from high-authority sites can significantly boost your SEO. Use an SEO checker to analyze your backlink profile and identify opportunities for improvement. Leveraging SEO Audit Tools and Experts This SEO audit checklist serves as the foundation of your SEO audit process, but there's a multitude of other tasks and maintenance activities to improve your site's performance. Leveraging SEO audit tools can streamline the audit process and provide actionable tips. Working with an experienced partner or an SEO specialist can further help you rank better on Google and other search engines, enhancing your site's visibility, increasing traffic, and generating new leads for your business. Have questions about SEO or other optimization services? Feel free to contact our team of experts today! Conclusion In this rapidly changing digital landscape, performing regular SEO audits is a non-negotiable aspect of online success. An SEO Website Audit acts as a catalyst, ensuring your website stays on top of the ever-evolving SEO game, thereby driving sustainable organic traffic, improving conversions, and amplifying your online presence. So, whether you're a seasoned digital marketer or a small business owner, incorporate an SEO audit into your regular routine to pave your way toward digital success. Have questions about SEO or other optimization services? Contact our team of experts today ### How Lawyers and Attorneys Can Win at PPC Advertising Many agencies and fellow PPC professionals are eager to help businesses and entrepreneurs across all industries succeed at SEO. When it comes to PPC advertising for lawyers and attorneys, that task can be a bit more challenging. According to Wordstream, “attorney” and “lawyer” paid searches rank #4 in the most expensive list of keywords on Google, averaging a staggering $54 per click. The keywords have also shown an inflationary trend, up from $47 (also ranked #4) a few years ago, and the demand to get ads in front of these queries hasn’t diminished. How can advertisers succeed while paying over $50 for someone to visit their website? Even with a moderately healthy 10% conversion rate, lawyers will pay $400-500 per lead! But there is a path to success. And where other advertisers and agencies have failed, Clicks and Clients has developed a proven method to deliver quality lead prospects to our PPC lawyer and attorney clients at a reasonable and sustainable cost. How to win with lawyer PPC keywords The most effective way to lower cost per lead (CPL) for any client, and specifically law firms, is to increase lead conversion rate. We are able to exceed a 20%+ threshold required to start seeing return for a number of our lawyer clients. To accomplish this, we have to throw everything at our clicks as soon as they reach the site, and sometimes even before they click on the ad. Here’s how we do it: Chat Services An automated chat service is a must to make sure your visitors are engaged. The key is to auto-prompt the chat within a few seconds of hitting the landing page. The chat service should also be monitored by a real person. Services like Ngage Live and ApexChat charge per correspondence. Another option is to have an in-house agent reach out through the chat prompt during business hours. Note that some incremental cost is required. A personal injury lawyer client of ours didn’t want to stomach the per-chat costs from his service. After removing that chat for a few weeks, leads dropped off 66%, and the chat feature was promptly re-instated. Mobile Click-to-Call Mobile “call-only” campaigns are also incredibly valuable. Having the ability to call directly from a Google Ad on a mobile device removes one step in the conversion process, thus making it more likely for potential clients to get in contact. We have seen some “noise” utilizing Google’s click-to-call feature, where callers are confused as to whom they’re reaching. But the volume of quality leads generated from mobile ads far outweighs the nuisance of having to respond to a few mixed-up callers. On-Page Call Tracking This is a no-brainer, but the landing page should have a clear call-to-action to pick up the phone and call for fastest service. We recommend tracking all calls, using services such as CallRail or Dialogtech. To go one step further, we record all calls and review to make sure we are generating enough high-quality prospects and reaching the target audience. Testing other forms of lead generation Google is periodically rolling out new ways to connect, so make sure you are taking advantage and testing these. One example is Message Extensions, which allow users to send SMS messages through mobile ads (similar to click-to-call extensions). Preliminary results have shown that message extensions positively impact conversion numbers. Find a PPC partner who will challenge you Success from AdWords can be challenging for those in the law industry, but through extensive testing and perseverance, you can architect a formula for success. Our client successes across many industries is a testament to our tenacious ability to research and uncover sometimes unconventional methods to achieve our goals. Looking for a paid search advertising partner to get your law firm real results? Contact us today! Schedule Discovery Call ### How We Found $20,000 Worth Of Wasted Ad Spend Don’t you hate it when you find one of those recurring charges on your credit card statement for something you haven’t used in months? They’re usually small enough to not notice, but annoying nonetheless—especially when you find out how long it’s been going on. The same thing can happen with your paid advertising campaigns, except these are typically not small expenses and could cost you thousands of dollars. Proper conversion tracking and knowing your numbers are both crucial tactics to a successful online advertising campaign. We’ll walk through an example below. How We Determined The Benchmark KPIs Imagine this: You’re running a live event in your local market and using Facebook and Google ads to generate the event registrations. You want a 5:1 return on your ad spend (for every $1 that’s spent, $5 is generated in revenue). Based on previous results (or industry average), you know that the average attendance rate from when someone registered to actually showing up is 25% (also applies to most online webinars). Knowing your sales process at these events, your close rate is about 30% as a rolling average. And you also know your lifetime value for each new customer acquired through these live events is $5,000. So, what cost per registration do you need in order to hit the 5:1 return? This is what we know: Average LTV is $5,000 for a new customer ROI goal is 5:1 from advertising spend Close rate to become a new customer at the event is 30% Attendance rate from registration to attendee is 25% Now let’s work backward.$5,000 average LTV per new customer and a 5:1 return is $1,000 cost per new customer acquired. A 30% close rate brings us to a $300 per “butt in seat.” Finally, with a 25% attendance rate, our cost per event registration can’t exceed $75. Here are our campaign goals: Cost per registration: $75 Cost per attendee: $300 Cost per new customer: $1,000 Whew, that’s a lot of math. Basic math, but still… math. Great! Now we have our numbers. Finding The $20,000 In Ad Spend Waste In our paid ad campaigns, we track both creatives and audiences. You should be doing this as well. This tracking information is attached to a registrant’s profile in the CRM (Infusionsoft, HubSpot, ActiveContact, etc.). Tags are then created based on where the lead is in the sales cycle. With this detailed and quite basic conversion tracking, we can determine which audiences and creatives are performing and which aren’t. Even if we have an audience with a great cost per registration (using the example above) around $20 and at great volume, it’s worthless if they don’t purchase. This is exactly what happened with a client account of ours. We found an audience that had a great cost per registration, but this audience wouldn’t convert to buyers. By the time we found this audience was underperforming, it had spent $20,000. It would have been great to find this audience sooner, but the sales cycle is about two months so we caught it as soon as we could. Audience Spend Leads CPL Revenue RoAS Lead Value A $20,000 1000 $20 $20,000 1:1 $20 B $15,000 500 $30 $105,000 7:1 $210 C $10,000 400 $25 $50,000 5:1 $125 CPL isn't the end all be all. It's best to look at the entire picture when determining a winning audience. We nixed it completely and focused efforts on audiences that performed well on the back end, ultimately increasing sales and lowering or removing altogether wasted ad spend. Not All Online Audiences Are Created Equally It’s important to note that some audiences will still perform on the back end, but not as well as others. These audiences can still run but will need a lower cost per registration in order to meet the desired ROI goal. Others will perform better than average and thus are allowed to have a higher cost per acquisition.   We do this sort of tracking for every client. It’s extremely invaluable to be able to measure the success of not only audiences but also creatives. Some creatives get people to show up more because it sets their expectations when visiting the site and registering. Make sure you know your numbers and track in depth so you keep wasted ad spend to a minimum. Or hire an online advertising agency like ours to handle it for you!     ### Digital Marketing: The Pros and Cons of In-house vs. Agency As someone involved in your business’s marketing efforts, you know that digital marketing – in some capacity –  is essential to reaching your target audiences. And while digital marketing is both innovative and progressive when compared to traditional tactics, that also means it’s ever-evolving. So, how do you not only keep up with its dynamic nature, but also manage to do so successfully in order to achieve your goals? It takes a village, really. Sure, that saying usually relates to raising children. But for some of us, marketing is our baby. And to help pave that path of success, many businesses take one of two routes: using in-house resources or hiring an outside agency. Let’s talk about a few pros and cons of each: Level of expertise In-house resource(s): Everything under the digital marketing umbrella is far too complex for a team of several people to handle, let alone one person. With that said, typically, an internal team can either be really good at one thing – say, ad design or content creation – or mediocre at a lot of things. But maybe they’re still missing a skillset you need. That’s where it could make sense to hire an internal specialist. However, this approach can be pricey and time-intensive. There’s often the question of continuity as well, what happens if this person leaves in 6 months? Outside agency: For a more holistic approach, agencies can usually deliver a deeper knowledge across many tactics and platforms. Full-service agencies provide expertise in SEO, PPC, social, email marketing, web optimization and others. And with the vast skill sets, collective wisdom, and outside perspectives an agency offers, you can tap into their resources when needed, and expect great value in return, too. Scalability In-house resource(s): As your budget increases and decreases, that means activities and campaigns can either ramp up quickly or go by the wayside. A pro here is that, when you are able to put your foot on the gas after a lull, your internal team should know exactly where their priorities lie – and can get moving quickly. With this approach, there’s ideally very little downtime for your team, and lots more efficiency. Outside agency: This one may be a given. But using a go-to agency of record can help you scale when you need it most – without the internal hiring costs. Sure, the initial relationship-building phase can take a bit of time. They’ll want to know the ins and outs of your business in order to deliver the best services. But the pro lies in eventually having a trusted partner that you can rely on when your budget allows – making for nimbler internal marketing operations. Industry education In-house resource(s): It’s not uncommon for in-house marketers to put “keeping up with marketing industry trends and news” as last thing on their to-do list. And rightfully so. They can so busy and/or backlogged with daily tasks that it becomes a burden instead of a routine task – which makes it even more challenging when these trends are always changing, growing, and evolving. Outside agency: Digital marketing agencies regularly follow – and seek out – the latest trends, tools, technologies, and strategies. And using this knowledge, their teams are able to proactively dedicate the time and capacity to dedicate to investigating, testing, and finding new areas to solve client challenges, which really amplifies your campaigns, bringing in the revenue and leads you want.  Plus an inherent part of working at an agency is that they see a wide variety of business ideas, models and practices which can often be applied to other businesses in a way an in-house resource might never come across. Assess what works best for your business needs There are definite benefits to either route you take; however, it all depends on your specific goals, timelines, and of course, budget. With that being said, it never hurts to give something new a try. An example we like to reference: After losing their in-house PPC resource, an ecommerce company came to us in October, frantic to gear up for the holidays. They gave us a three-month test before deciding to use in-house resources or our team. We increased their YOY holiday sales by 156%, and have since added other services.   Interested in learning more about how you could benefit from outsourcing your digital marketing services to an agency? Get in touch . ### Denver Digital Marketing Event Recap: Google Partners Connect Mobile devices have changed consumer behavior so dramatically that marketers now must think and measure across multiple devices. This theme resonated with those who attended our Google Partners Connect event on Feb. 8. Being a Google partner means that Clicks and Clients is recognized by Google as an agency that consistently grows in knowledge and expertise. Google Partners also meet minimum Adwords spend requirements for paid advertising accounts. Working with a Google Partner agency means that the agency has exclusive insight into a community that has special access to events, regular updates and information. Google unveiled some of those updates Wednesday, as well as insights into consumer purchase behavior that have been previously unseen. Because Google has billions of subscribers signed into multiple apps on a myriad of devices, they can confidently measure how consumers move from consideration to purchase with multiple search terms, platforms and devices. Marketers at the event were eager to learn how they can translate these insights into their own business.   Googlers Jeff Montgomery and Kevin Cho discussed the importance of different devices and channels when it comes to tracking the user and their path to purchase.  There were three key points they discussed when it comes to measurement: Measure across screens. Many times users will start their interaction with a company on their mobile device or tablet, and then end up making a purchase from their desktop. This really encourages advertisers to use their mobile experience to engage customers right away to keep them coming back later. They pointed out a study they conducted in 2016 that showed 75% of adults start on one device and finish on another. Google has the technology to track many users throughout different screens. They pointed out that while there is no way to accurately track this data, many users can be tracked while they are logged in to Google products such as Youtube, Gmail and other services with 100% accuracy. Google also uses algorithms to track cross device conversions and this data is about 95% accurate. Measure across channels. Google discussed the importance of cross channel attribution. If it takes a user three visits to your site before they make a purchase, cross channel attribution allows you to assign a value to each step in the process. Typical tracking setups attribute all of the credit to the last click that got the user to purchase. In many cases, a user will search multiple keywords or areas before they make a purchase decision. This is especially true in high consideration and high ticket item products such as surgery, vehicles and major home improvements. Cross channel attribution can allow you to gain a better understanding of a user on their path to purchase. Google also discussed the value of data driven attribution and how Adwords can compare the clicks and data in your campaigns to determine which ads brought in the highest conversions, or began the path to purchase. Data driven attribution requires quite a bit of data to drive these decisions, so it is only available for certain advertisers. The Adwords account must have had at least 20,000 clicks and at least 800 conversion actions within a 30 day period in order to qualify. Don’t Forget Mobile Calls. Google predicted that 73 billion calls will be generated by mobile search in 2018. This highlights the importance of call extensions and tracking calls from ads. It was also really great that Google pointed out some ways to track in store traffic from your online efforts. The Google store visits tool can use an algorithm in some cases to estimate how many customers entered a store as a result of seeing an ad within a 30 day period. Google continually updates this algorithm to ensure they are using the best data and technology to try and gain the most accurate insights.   One of the most important aspects of measurement is that advertisers and business owners align business objectives and goals and build campaigns to measure their impact. As a Google Premier Partner, we would love to help you gain further insights into the right strategy for your digital marketing campaigns and how to measure success among them.   Contact us today or fill out the form below for a free audit of your AdWords or other digital marketing programs. ### Super Bowl Social Media Campaigns photo credit It is no secret that the Super Bowl is one of the biggest advertising events of the year. In 2016, 111.9 million viewers tuned in to watch the Panthers and the Broncos battle for the championship. Companies spend millions of dollars every year in order to air their brand in front of millions. This year’s total ad spend for the event is estimated at $385 million compared to $150 million in 2005. A 30-second ad in this year’s Super Bowl costs between $5 and $5.5 million. Why are companies so willing to shell out so much money for a 30-second ad spot? The commercials that air during the game have become a tradition and a huge reason many Americans even tune into the game. Studies have even shown that 50% of Super Bowl viewers only watch for the commercials. But can one 30-second ad really engage a consumer enough to increase sales? In most cases, the answer is no. Studies in the past have shown that while advertising during the Super Bowl increases brand awareness, the ads don’t typically increase the likelihood of purchasing a product. So with that kind of money at stake, how are companies supposed to make the most of their advertising dollars? The answer: Social Media. Super Bowl social media campaigns can help you keep a more reasonable budget while still engaging your customers. Here are some techniques to get you started creating  great super bowl ads online. Social media is on the rise and companies have started leveraging several different platforms in order to supplement their prime-time advertisements. The most common way to accomplish this is by adding a hashtag to your campaign. This allows consumers to engage with your brand before, during, and after the game. Doritos accomplished this with a simple #Doritos in all of their ads. They engaged all types of consumers throughout the game by live tweeting the event and responding to other advertisers and brands. Their use of hashtags kept audiences engaged in content before, during, and after the game. Another technique is to use blogs in your Super Bowl social media campaign. Wix demonstrated this by creating a blog that was updated with any content related to football, commercials, and campaigns revolving around the Super Bowl. The blog was in addition to their extremely successful commercial featuring football legends such as Brett Favre, Emmitt Smith, Terrell Owens, etc. The big question here is: Can a campaign be successful without spending millions on a 30-second spot? Our answer: OF COURSE! One of the best aspects of social media is that is won’t break your budget! The best way to engage people over social media is to be engaging. Create content centered around the Super Bowl. When creating super bowl ads online, focus your campaign on relevant information. Be present during the game and keep consumers engaged in real time. React to what is happening and create conversations to engage consumers.     photo credit: twitter/@oreo The best example of staying relevant on social media was Oreo in 2013.  Oreo is well known for their twitter super bowl ads that year. Oreo had a 15 person team on alert during the Super Bowl that year. They were tasked with responding to anything relevant; commercials, big plays, etc. When the power went out in the Superdome, Oreo responded within 10 minutes with a well-designed tweet responding to the power outage. Within minutes, consumers were engaging with this ad. It was one of the most successful ads seen during the Super Bowl of 2013 and still remains an ad that is talked about frequently.         The key to any good social media campaign is relevance. To be successful, you must stay engaged. So during this year’s Super Bowl, stay connected with your users. Find ways to be creative and be unique. Surveys show that almost half of smartphone and tablet users will use their devices while watching the game. One-third of those users will be dialing into social media during the game. So take the opportunity to engage with consumers.   ### Colorado AMA Ski & Outdoor Marketing Recap photo credit Digital Marketing topics were front & center at the Colorado AMA Ski & Outdoor Marketing breakfast Wednesday, January 18, 2017 at the University of Denver. Here is a recap of the Colorado AMA Ski & Outdoor Marketing event.  What is Social Good? Social good is something that provides benefits to a large number of residents in the largest possible way. Social good is something all four panelists listed as a weakness in their marketing strategy, but an important message that resonates with customers and patrons who are looking online for their next travel destination or adventure. Annie Gleason, marketing manager for resort & adventure giant Intrawest, said each of the resorts in the Intrawest family has their unique brand and ability to impact the community around them. The failure, at times, is promoting the social good that’s happening on a daily basis. Marketing for Outdoor Lifestyles Gleason joined Colorado Parks and Wildlife Digital Marketing Specialist, Mike DelliVeneri, Gateway Canyons Resort and Spa Director of Sales & Marketing, Michael Macleod and Rick Rusch, a marketing adviser for outdoor and sports brands on the panel Wednesday in front of an audience of students and marketers looking to learn more about tactics and challenges in the Ski and Outdoor Industry. Macleod shared information on the increased competition of private rentals that hotels and resorts must create - and market - and the experiences they offer at their locations. Social media plays a big role in how those experiences are viewed by travelers, and the panel agreed. It can be a double-edged sword to have instant feedback and marketers have had to learn how to respond quickly, and use the feedback to improve experiences for others. Overall, the panel agreed that digital media - including social - has had a positive impact on the industry by improving experiences in a way that resonates with customers. Successful Marketing Campaigns There are several examples of how brands have taken customer feedback and research and turned it into a marketing win. Outdoor apparel company Merrell, was mentioned as one company who has turned those insights into a winning strategy. While their website still features some extreme outdoor adventures, Rusch mentioned that the majority of their customer base uses their shoes for ‘everyday’ events. With their ‘Do What’s Natural’ campaign, they bridged the gap between both the adventure-loving core of their mission, and the ‘everyday’ consumer that may not be trekking deep into the woods, but enjoying the outdoors in other ways. Another winning social media moment in 2016 came from outdoor retail giant REI when they promoted their #OptOutside campaign to encourage consumers to get outside, rather than participating in frenzied Black Friday sales last year. Their audience responded - both with dollars and with social media content - Rusch said, making it one of the most memorable marketing moments of the year. Where the Outdoor Lifestyle is Headed It’s that connection to consumers, Colorado Parks and Wildlife’s DelliVeneri said, that’s helped smaller marketing teams extend their reach - literally. With the Denver area nearing record-setting population growth, the state’s nearest parks and recreation areas have been at or above capacity on some days. The challenge, DelliVeneri said, is to entice them to drive a farther from the city center to enjoy the beauty of all 42 state parks in Colorado. That’s where social media and engagement can really help. The state no longer relies solely on professional photographers to inspire trips to the great outdoors, citizen journalists can feed content on social media and in other avenues to entice people to venture out. That unfiltered connection, DelliVeneri said, is often more powerful than traditional marketing messages.   ### How to Write Headlines that Generate Clicks Headlines are important. According to David Ogilvy, five times as many people are likely to read the headline of an article or advertisement than the content it introduces. Whether you’re working on a blog post, Facebook ad, or even a title tag for a website, learning how to write compelling headlines is a skill that will serve you sell. Prep work and the importance of context Let’s talk about love and marriage. Generally speaking, falling in love with someone and asking them to marry you is considered a good thing. But what about asking someone to marry you on a first date? Or randomly asking a stranger on the street to get engaged? In each case, you’re still doing the same thing – proposing marriage – but the context radically changes both the acceptability of your actions and the likelihood that you’ll get a positive response. This is true with writing headlines as well. Before you put pen to paper, you need to have a firm understanding of how your reader will interact with your headline. Will they come across your ad while searching for a keyword that signals strong buying intent or will they see it while killing time on Facebook? One tested method for writing headlines is the 4-U approach, which states that a headline should be: Useful Urgent Unique And Ultra-Specific A headline like “Winter Running Shoes on Sale – 50% Off” could either pass or fail the 4-U test depending on the context. Write Write Write You create good headlines from bad headlines. Not everything you write will be good. In fact, a lot of the headlines you come up will with be awful, but that’s okay. One good exercise is to deliberately try and write the worst headlines you can think. Take a moment to examine what makes them bad, then do the opposite. Now you have a good headline. Ogilvy tried to write at least 20 headlines for each advertisement he ever made. During the writing stage, you should focus on getting as many different headlines down as possible. Breathe and Edit Now that you have your big pile of potential headlines, it’s time to edit. This is when you start taking things like character limits into consideration while tweaking and trimming the headlines you’ve already written. Give yourself a bit of time between the writing and editing process. You may wind up with only one headline that you feel is a real winner, but try to give yourself 2-3 variations to work within the next step. Test Test Test At the end of the day, a “good” headline is one that produces positive results. You can write headlines that are clever and make people laugh, but usually, those aren’t the metrics used to measure success. A funny headline could get more clicks than a serious one, but you’ll never know unless you test. Testing has been a key part of direct response marketing for decades. Back then, running an A/B test was infinitely more difficult than it is today, so the fact that marketers still did it should be a testament to their importance. If you’ve followed all the steps in this process, you should end up with a few headlines to test. Once you find a winner, it’s time to start over again to try and beat your control. ### 4 Most Common Mistakes Local Businesses Make with their SEO These days, optimizing your site for search engines is a must for every company, big of small. Whether your customers shop online or in-store, chances are their buying process will begin with a quick search online. Many local brick-and-mortar shops don’t see a direct benefit to be gained from SEO, so they largely neglect it. Here are a few of the most common mistakes local businesses make and what you can do to avoid them. 1. Not having enough local citations A local citation is any mention of a business name and address on other websites. One example would be a page for your business on a local directory or chamber of commerce page. Often these mentions include a link back to the business’s site, but this isn’t always the case. Citations are a key factor in ranking algorithms for Google and Bing as they help search engines confirm and validate information about a company.  It may seem like your number one priority to rank well is making sure your site is optimized, but you should not neglect to get local citations from others. 2. Inconsistent citations As stated, search engines like to see businesses with lots of local citations because it helps confirm information about that business. However, to gain the greatest benefits from citations, you must make sure they all have consistent info. Many local businesses will make sure the information on their site is up to date, but neglect to go back and try to update offsite info. Google wants to make sure its results are as accurate as possible. If you say your store’s address is 123 Main Street on your site, but it’s listed as something else on ten other sites, that’s a red flag for the search engine and could jeopardize your ranking. 3. Unverified business page on Google This seems like a no-brainer, but you’d be surprised at how many companies neglect to verify their Google My Business listing. One reason for this is the fact that the process itself feels a little outdated. To verify your address, you have to request a postcard from Google that includes a unique code for you to enter online. The delay between the request and the receipt of the postcard can cause many business owners to mistake the card for junk mail, but the process must be completed if you want to verify your business. 4. No interaction with customer feedback Once you have your Google My Business listing up and running, customers will be able to leave you reviews which are displayed alongside other information like your address and business hours. No matter how good your product or service is, you are likely to receive bad reviews from time to time. Many business owners try to ignore these reviews, but that’s a mistake. While it’s true that Google (and potential customers) like to see lots of good reviews, Google also likes it when businesses interact with customers. Take the time to respond to negative criticism and show that you are listening to feedback from customers. Not only can it improve your rank on Google, but it can also improve your reputation with customers. Is your local SEO lacking? Find out by getting a free audit from Clicks and Clients. We’ll help you pinpoint areas that can use improvement to help increase your rank in search results. ### What SEO Metrics Should I Track to Measure Success? One of the most advantageous aspects of online marketing is that there are a myriad of ways to track success. Examining your analytics reveals insights into how effective your marketing efforts are and where there is room for improvement. Knowing which SEO metrics to look for is essential to determining the performance of your campaigns. Because there are so many metrics you can track with Google Analytics and other sources, it can lead to an overload of information. Collecting the data is just one step in understanding your SEO performance. You must also know how to interpret and evaluate the data to inform better business decisions.  The entire purpose of an SEO campaign is to drive traffic to your site organically, meaning you are using advertising strategies that are “free.” You may be paying a writer to create content or a marketing company to create SEO strategies, but you are not paying for the actual advertising content itself in the way you pay for PPC or sponsored ads. For this reason, analyzing your SEO metrics is even more important as it highlights areas where the strategy is working and where it is not.  To get a better understanding of your SEO performance, here are some of the most important metrics to focus your attention.   Conversion Rates The term “conversion” is loosely applied in SEO marketing because a conversion can be defined as any desired action taken by the consumer. The person doing the “desiring” is, of course, the company and its marketing team. In order to track conversions, you need to establish clear goals. For example, common SEO goals include enticing people to sign up for email newsletters or completing a purchase from your site.  Conversions exist as both micro and macro conversions. Micro conversions are typically defined as smaller steps towards the overall goal (purchasing), which include actions such as joining the mailing list, following your social media account, and even merely browsing your site.  Macro conversions, on the other hand, refer to the main goal of your site, which, for virtually all businesses, is increased transactions. But actually tracking and increasing micro conversions and using the data to alter marketing strategies will, in turn, boost macro conversions as your SEO campaigns move consumers further along the path to purchase.    Organic Search Traffic The end goal of a successful SEO campaign is to boost macro conversions and overall sales revenue, but the method by which this is accomplished is through increased organic search traffic. SEO differs from PPC (pay-per-click) marketing because you are not paying for ad placement. Instead, SEO campaigns use specific strategies such as targeting keywords and creating meaningful content to help a given search engine recognize the value of the information and organically bring it to the top of the results page.  This very act increases consumer awareness as most people do not click results past the first page of Google and other search engines. The more exposure you have to your market, the more likely you are to convert consumers. Tracking your organic search traffic will allow you to analyze how well your SEO campaigns are performing and provide insight into how to alter your approach for better results. Examining your organic search traffic also reveals how your consumers are moving through the sales funnel. What pages do they visit on your site? Are they adding items to their cart but abandoning purchases? With this information, you can more successfully guide the customer journey towards conversion.   Keyword Rankings Keyword rankings and organic search traffic go hand in hand. The higher your site ranks for its targeted keywords, the more organic traffic you’ll receive. This is a great method for comparing your success to your competition, but these rankings also change often, so it’s important not to get too hung up on your ranking for every single keyword. Search engine bots crawl every page of every site to determine its level of authority, page speed, content relevancy, and mobile optimization.  In recent years, mobile-ready websites have become even more important as Google announced a switch to mobile-first indexing in July 2019. This change means that Google’s crawlers use the mobile version of your site to determine its relevancy and ultimately its ranking, a move likely made because of the rising percentage of people searching, browsing, and shopping on mobile devices.  Though analytics tell us that most people still tend to make purchases on desktop or laptop devices, a significant number of shoppers are turning to mobile first as a way to research and discover products or services. BigCommerce reports that by 2021, mobile sales are expected to surpass desktop with 54 percent of people making mobile purchases. This is important information to keep in mind when building your SEO strategy and identifying keywords, and yet another good reason to track your metrics and re-evaluate based on market trends.   Understanding Your SEO Metrics With an abundance of useful analytical data at your fingertips, it would be disadvantageous to ignore those metrics. SEO is a very successful long-term marketing solution to grow your business for years to come, which is why it’s so important to understand which metrics you should track and record. Based on key information like conversion rates, organic traffic, and keyword rankings, you can more accurately fine-tune your strategies to implement methods that entice consumers to buy.       ### [Video] Beginners Guide to SEO What can African elephants teach you about SEO? Quite a lot, actually. SEO might seem intimidating upon first glance, but the fundamentals are very straightforward. In the video above, we walk you through some of the basics to get you started optimizing your site. Yes, Google's algorithms are constantly changing, but by following the steps outlined in the video, you'll be well on your way to mastering SEO. For more how-to videos like this one, be sure to subscribe to the official Clicks and Clients Youtube channel. ### Creating Profitable Video Ads on Facebook Before Pokémon Go took over the news, video ads were the hype du jour of the marketing world. Video is blowing up. Video ads are crushing on Facebook. Video consumption is skyrocketing. Etc. And it’s all true. People are watching what can scientifically be described as a bajillion hours of video every day. But views don’t necessarily translate into sales and ROI. Likewise, distinguishing the kinds of videos consumers are watching is important, too. It is fair to lump cute cat videos in with video ads when discussing video consumption? Can a commercial engage viewers the way a purely entertaining video does? Video ads have their pros and their cons. Make sure you’re in a position to use the strengths of video to your advantage before including it in your Facebook marketing. Viewers are buying According to Adobe, shoppers that view videos are 1.8X more likely to make a purchase than non-viewers. But people can come up with statistics to prove anything. Forfty percent of all people know that. At Clicks and Clients, we manage over $1 million dollars a month in social ad spend, and some of our top performing campaigns are video ads. In our latest case study, we examine the case of an e-commerce client who was profitably spending $10,000 a day on a single video ad. Testing is key It’s easy to simplify the results achieved in the case study above and conclude that anyone selling anything can 10X crush it on Facebook using video. While it’s true that video ads can engage audiences and produce sales, it’s also true that creating a winning ad requires testing and optimization. For our e-commerce campaign, we started out testing 30 different audiences before zeroing in on the three that produced the lowest cost per click. Video ads are hot right now, but they’re still ads. Facebook is a massive platform that can deliver tons of traffic to your offers, but it takes time and effort to create ads that generate profits. Click here to read more of our social media case studies or contact us today for a free consultation. ### The Guide to the TOP 20 "Move The Needle" Content Marketing Techniques Photo Credit   Ready to take your content marketing to the next level?  Many internet marketing companies simply don't know how to get eyes on their content.  Many simply feel the process is too daunting to actually undertake.  But the reality is there's no need to feel that way!  We've researched all of the techniques and placed the best "move the needle"tactics right here in this handy guide. The techniques below are broken up by their timing in the content creation and marketing process.  Techniques under "during" are to be used during content creation process itself.  Those techniques under "after" are to be used after the content has been created.  Lastly, those techniques under the "during & after" are to be used "during" both the creation of the content itself and "after" the content has been created, and is ready for promotion.   During Only Techniques 1) Headline w/#s Technique During: Write a great headline and include numbers in it.  36% of readers prefer to click headlines with numbers in them. Traffic can vary as much as 500% on the headline, according to traffic results.  8 out of 10 people will have already determined if they're going to share a post based solely on the headline, and before reading the actual content. (Source)   2) Performing Content Technique During: Use the free web-based tool Buzzsumo to discover the best performing content for any topic or website.  Then, using that web intelligence, try to go crate something even better through the Skyscrapper Technique. (Source)   Photo Credit  During & After Techniques 3) Experts Technique During: Find Experts or Big Companies in the niche and quote/link them in the article. Be sure to call them an expert and stroke their ego a bit. People love being an "expert" After: Reach out to those Experts  or Big Companies in the niche that were quoted/linked and inform them that you quoted/linked to them.  Be sure to let the Experts know on social media that you've linked to them. This works best on Twitter, in my experience, as they can easily hit re-tweet and share with their audiences   4) Rebuttal Technique During: Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points. After: Reach out to those Experts in the niche that were rebuttal and inform them that you quoted/linked to them. They maybe fired up to "correct" your view through their blog.  Be sure to let the Experts know on social media that you've linked to them. This works best on Twitter, in my experience, as they can easily hit re-tweet and share with their audiences   5) Influencers Technique During: Find influencers in the niche that like to collect and share a bunch of info about the niche but aren't necessarily producing content for the niche. Research what specific angle the influencers typically like to report from, and craft the content to be desirable. For example: A local newspaper likes to report on the number of houses being sold each month. After a little more digging you notice the same reporter writes up these articles and they tend to be "quote heavy."  You then decide to get a quote from a local HomeVestors franchisee use it in your article about quarterly housing numbers. After: Reach out to that influencer and inform them they have permission to use any part of the article they feel would be beneficial.   6) Ultimate Gather Technique During: Find tips/quotes in other content, create a list of those tip/quotes and give links to those articles as the sources. After: Reach out to each source used and inform them that you quoted/linked to them.  Be sure to let the Experts know on social media that you've linked to them. This works best on Twitter, in my experience, as they can easily hit re-tweet and share with their audiences   7) Q&A Technique During: Find a website like Quora.com or Answers.com and search for unanswered questions within the niche, or questions that have weak answers. Craft content to answer question in great detail. After: Go back to question and answer it in lots of detail with a link pointing back for "more info."   8) Slidedeck Technique During: Create a slidedeck of a client most popular blog mixed with expert quotes. After: Reach out to those same experts in the niche that were quoted in the slide deck.  Be sure to let the Experts know on social media that you've linked to them. This works best on Twitter, in my experience, as they can easily hit re-tweet and share with their audiences   9) Poll Technique During: Create a Survey Monkey poll and specifically ask experts/influencers in the niche to take the poll. Be sure to stroke their ego by telling them this poll is exclusive to only experts in the niche. After: Create an infographic based on the results of the poll, and be sure to let the experts know the results are now available. Even ask them to share the results on their own website, blog or social media platforms. This is also a great opportunity to tag them on social media. This works best on Twitter, in my experience, as they can easily hit re-tweet and share with their audiences   10) Interview Technique During: Find an expert in the niche and ask them for an interview. This can be a recorded interview or simply email them a bunch of questions After: Write up the interview word for word, and post it on your blog. Be sure to inform the person you interviewed that you linked to them, and tag them on social media and twitter. You can also take it one step further and upload the audio file to Soundcloud and get an additional link pointing back to the article.   11) HARO Technique During: Ask a question on HARO about a particular niche. Then review and collect the best responses. Be sure to ask the people to include a link to their website, and a link to their profile picture so you can use it in the article. After: Write up an article featuring those responses that best fit. Include a link to the person's website and their picture on the page. Be sure to inform the people who responded to our HARO that you used their quote, linked to them, and be sure to tag them on social media and twitter.   Photo Credit    After Only Techniques 12) Social Hub Technique After: Find and post content in niche social hubs in websites like Tumblr, Rebel Mouse, Flipboard, Reddit, Flipboard, and Scoop.It   13) Roundup Technique After: Find a website that does weekly or daily roundups of the best/most relevant news in the niche. Inform them of your content and how it would make a great addition to their roundup. Take it one step further and research how they introduce the content in their round ups, and write up the introduction for them.   14) Soundcloud Technique After: Take an article and read it on Soundcloud. After you upload it and include a great picture, be sure to put good keywords in the title and description. Afterwards put a link in the article pointing back to the target website or page.   15) YouTube Technique After: Take an article and read it on YouTube. After you upload it and include a great picture, be sure to put good keywords in the title and description. Afterwards put a link in the article pointing back to the target website or page.   16) Sniply Technique After: Find content online from big industry sources and add your similar content to the page using www.snip.ly.  Be sure to add a catchy headline for "more information" to get qualified leads who read through the entire article and our motivated to learn more. Then post your sniply article via your social media profiles.   17) "Click to Tweet" Technique After: Add "Click to Tweet" Buttons to the content.  Click To Tweet is a free tool that allows you to take snippets of your best content and create a Tweetable quote button right there in your blog posts that readers can click on and instantly share that quote on Twitter. They have a great WordPress plugin to make using it even easier for WordPress bloggers.   18) Photo Reclamation Technique After: If your content is visual, there's a good chance people have posted it without giving you credit. Use Google image search to find these sites. Reach out, thank the author for sharing, and ask if they could credit your site by linking back to you.   19) Resource Pages Technique After: Find niche resource pages that you content could be placed on, and reach out to their webmasters. Ask them to put your content on their resource page and cite it's value by showing the popularity this content has with influencers. When you show the "social proof" that this content has evergreen, long-lasting value for their niche then they will feel compelled to add it to their niche resources page.   20) Google Alert Technique After: Create Google alerts for the title of your content to find fresh mentions of it online. As they come up, check each site to make sure you’ve been properly credited. (Sometimes, you’ll get “false positives” when sites use your content’s title while talking about something else. These sites can make great outreach prospects.) ### How to Create a Successful Blog Blogs are a great way to answer your website user’s questions and promote your business. Learning how to create a successful blog involves learning how to create content for both users and search engines.  When people use search engines, they may be asking questions to educate themselves about a topic or industry. If you are an expert on the topic or industry, creating a blog post can answer those questions. Providing information and answers, is a great way to establish trust and credibility with your potential clients right from their very first interaction with you. Keyword Research When doing keyword research, you want to think about what your potential clients could be searching for. What kinds of questions would you ask if you wanted to create a successful blog? For blog posts, it’s usually a good idea to use long tail keywords. Here is the process I went through for this post.   I am sure there are plenty of other terms you could think of. I chose this one because it is a long tail term with medium competition (I like a challenge). “Successful blogs” is a term with high search volume as well (and lower competition), but isn’t really the long tail keyword I would want to answer a question. Mainly, the purpose of my blog post, is to answer a user’s question “how to create a successful blog post.” It’s also a good idea to throw your keyword term into a search query to see what kind of results already show up. It helps you gain understanding of who has already been successful and what kind of competition you are dealing with. Creating Successful Blog Content To learn how to create a successful blog, it is crucial to consider the search engine because it is an important factor when it comes to how your post will appear in search results. Optimize your blog post around the long tail keyword you chose. Place it in your title tag, headings, and within the URL of your post. It also be the title of the post whenever possible. Keep the post title under 60 characters. You should also use the keyword within the content. It is important to shy away from overdoing the keyword term throughout the content. My personal rule of thumb is to include the keyword no more than four times and make sure it flows naturally within your sentences. Here are examples from this post:       Here again in this sentence……….   When writing content, it is also important to keep your readers in mind. Who are you trying to communicate with? If your target audience has very little time, keep the posts short and to the point. If you are targeting someone doing research, you can go into more detail. Make important information bold so that people who are skimming your post can still get the full value from it. photo courtesy For better readability, use white-space. Break up your text with pictures and use bullets, headers, and numbered lists where possible. This creates less clutter and gives your reader a chance to decide which parts of your blog they want to read, if they don’t have time to read the whole post. External Links Use external links in your blog post to other resources on the same topic. This helps your readers gain more information if they are interested. It also helps search engines understand the concept of your blog because it is now linked to similar blogs, websites or articles. I have heard recommendations of no more than two sources per paragraph, but I would say even that is too much. Using too many sources can take away from originality, and originality is very important for content. I used external links in the next section of this blog post to demonstrate how Hubspot did an excellent job encouraging their users to sign up for their eBook. When linking to another website other than your own, make sure that you have the link open in a new tab, so that your users are not completely directed away from your site. Internal Links Using internal links within your blog post is a great way to keep readers on your website, learning more. Here is how I did it earlier in this post:   Earlier, I discussed the topic of keyword research. I also have a blog post that gives information on free tools for keyword research, so it was a good place to link to that blog post. Internal links can also be used to strategically promote offers, encourage subscriptions, or gather more information from your readers so you can communicate future offers to them. To see a great example of this, checkout this blog from Hubspot. You will notice that at the end of the page, there is a way to get their free ebook. When you click on the link, you are taken to a form where you enter your information. Once you fill it out, they have your email address and have now started a business relationship with you. Not only that, it’s something you were actually interested in, so they haven’t wasted their time trying to push the ebook to people who aren’t interested. You can also use the sidebar to show other blog posts. This is useful because if a reader enjoys your blog, they have easy quick links to get to other blog posts. This keeps your users on your site longer. Here is an example of how we do it at Clicks and Clients. The important thing to remember about putting any links in your blog post is that the links need to be relevant to the topic. It is important that links flow naturally within your content. Call to Action Place a call to action on the sidebar of your blog, or at the end of the blog post. Ask people to subscribe to your blog, or share it using social media buttons. At the end of your blog post, place a call to action that tells your reader that your company offers a service that answers their question or solves their problem. Here is an example of how our blog encourages users to subscribe to it. Now I find it awkward to put a call to action here at the end of my blog post, but I would be contradicting myself if I didn’t, so here it is: Subscribe to our blog for all the latest news in the world of internet marketing. Contact us today to see how Clicks and Clients can help with your digital marketing efforts. ### Old, Lost Leads Got You Down? 10 Strategies for Reactivating & Re-Engaging Ghost Leads People are fickle. Take online dating, for example. You meet someone, start chatting, and it feels like you're hitting it off. Until they disappear. No more texts. No more likes. No more anything. Just silence and the painful sensation of your self-esteem shrinking into oblivion (I assume).   The term for this is “ghosting”. As in, “I can't believe Ashley ghosted me after one date!” What is a Ghost Lead? This same thing can happen with your business leads. Visitors land on your site, opt-in and submit their info, then *poof* disappear. Just like a ghost. Get it? These "ghost leads" (AKA. "lost leads" or "cold leads") are always annoying when they happen. But thankfully, the standards for appropriate behavior in dating are radically different from those in the sales process or sales funnel. Is it worth Re-Engaging Lost, Old, or Ghost Leads? In the dating world, repeatedly calling someone who broke up with you is creepy and sad. But in the sales funnel, following up with a lead who's dropped off the face of the earth can make you tenacious and persistent. And it can actually help you close more sales too. Still, a surprising amount of businesses simply give up on a lost lead that doesn't buy from them right away. Don't be like them. To help you out, here are three strategies for re engaging lost leads, cold leads, and ghost leads in your sales funnel. #1 - Reach Out to Cold Leads with Phone Calls Back before I got into the internet marketing biz, I worked as a real estate assistant. My employee was both an agent and a landlord. So, part of my job was reaching out to prospective tenants for his rentals. We would put up a Craigslist ad, direct people to call a number and leave their info in a voicemail. It was my job to call them back. Usually within 24 hours. These were people who were looking for an apartment and giving out their phone numbers precisely so we could call them. And yet, when I did call back, the call went to voicemail 90% of the time. In fact, it would often take 2-3 calls to finally talk to someone in person. The lesson here? Don't give up after one phone call. Be annoying if you have to.  More than once, I would call a renter back and they'd be angry, demanding to know how I got their number. I would calmly explain who I was and my reason for calling, and suddenly they were grateful that I'd called back. This won't be the case for 100% of your leads, but even one or two extra sales can make a big impact on your business. #2 - Use Email to Reengage Lost Leads I'm sure you're already using email to follow up with leads (aren't you?), but here are some specific strategies to help bump up your email ROI. The first one involves your Welcome Email. That is, the first email a lead gets after they opt-in to your list. Usually, all this email does is deliver on whatever promise was made to get people to opt-in. Most commonly with a download link or attachment. You always want to deliver on your promise, but you can do a lot more with this first email. This is a good place to plug other, related content you have on your site. Or point people to case studies that might be applicable to their business. The next tip is that you should be emailing leads consistently for a long period. Initially, you'll want to follow up with direct 1-to-1 emails or a well-crafted autoresponder series, you also need a long-term campaign like a monthly newsletter to send to leads who don't initially convert. Here's another example from my real estate gig. There are a lot of people who look up the value of their house long before they've decided to sell. My boss would send these people monthly emails with the latest comparable home sales in their neighborhood. Every so often, we'd hear from someone who was surprised by how much equity they'd accumulated and decided to sale. This could be months or even years after they'd initially opted in. Of course, the best way to implement email marketing depends on what you're trying to sell. If you'd like to discuss some specific strategies for your business, schedule a free consultation with us to get our expert advice. #3 - Leverage Remarketing to Cold Leads & Ghost Leads Remarketing helps you reach people who have previously visited your website. If I search on Google for a lawyer, I'll probably visit a handful of sites without actually moving forward with anyone. But those lawyers can use remarketing to show me more ads for their firm. Remarketing is great because you're only targeting people who have raised their hand and shown interest in what you offer. Most people just put up ads that take you back to their homepage, but my advice is to go one level deeper. Use remarketing to advertise specific content or product pages that you think your lead and target audience will be interested in. Going back to the lawyer example, if my initial search was for a DUI lawyer, a good remarketing ad would be for an article on the “Top 10 Strategies to Avoid a DUI Conviction. Remember: people are fickle. Getting a lead is only half the battle. Make sure you're doing everything you can to keep your business top of mind in both the immediate and far future to avoid losing leads wherever possible. #4 - Share Relevant Content with Lost Leads Sharing relevant content to lost leads will help you increase your chances of getting them to reengage. This can be done using any of the methods already mentioned. Email, blogs, and remarketing are all good vehicle for relevant content. Having a supply or relevant, interesting, and high quality content available to help re engage lost leads is a critical component of a a long term sales pitch. Remember, most leads drop off because they lose interest at some point. So, being ready with relevant content for prospective customers is a great sales opportunity. #5 - Offer Incentives to Re Engage Customer loyalty is important to almost all leads, but it can really help to spark fire in the lost leads. This might look like a limited-time offer to get them to act immediately or tell them what their previous interest was for sale. In practice, this would look like tracking relationships in your CRM, learning their weaknesses and interests and reaching a short-lived offer directly corresponding to your objectives. Perhaps you just released ebooks containing information aimed at helping your business practice improve and you're offering this at discounted prices. Or maybe you have a new deal or discount being offered specifically for cold leads. Regardless of the incentive, if you want to convert a cold lead into paying customers, you'll have to think of a few examples to whet their appetite and get them back on the line. Tell Us Your Goals Send us your contact info and we'll follow up with a quick call to find out more about your goals and talk about how Clicks and Clients can help. Schedule Discovery Call #6 - Update Cold Leads on New Features The reason prospects are not getting a conversion could also be that you didn't meet their needs in the past, but now you do. Featured updating email is the perfect opportunity to show off new things to the target audience. Your service has not had what they wanted previously. But now maybe you do! Let your old leads be aware if you are implementing what changes you want them to make and return to. Introducing new features can help revive the passions you already have. Please keep it brief and give some details about new functionality. Add supplemental material for your message. Add a CTA. Regardless of what new features you highlight, updating them on new features is simply another way to create meaningful conversations around your product or service. #7 - Offer a Personalized Demo with your Team The importance of demos is critically important to SaaS companies especially. Demos of SaaS products will make the buying decision easier as product demonstrations have become critical to a business decision. You may lose an opportunity that your lead did not utilize due to the lost lead having insufficient product knowledge. Seeing what is on the market helps them to understand the functionality more effectively. And because you will reach an email client you must customize their email and demos, both of these work hand in hand. #8 - Track the Ghost Lead Changes Before you start engaging with the person you lost, it is crucial that you learn as much about the ghost leads as possible. Examine how customers are getting into sales funnels by looking at their customer journey analytics. Analyze data that may reveal problems or disconnections that result in abandonment. By learning these concepts, you can resolve problems and ensure customers have the smoothest experience possible. Ghost leads can sometimes be dead but not always "real" dead. In some circumstances they may just need more care or have changed their circumstances. #9 - Use Retargeting Ads Retargeting ads can be used as a means of connecting with cold leads who are interested in the product/service you provide. Retargeting works by embedding pixels in websites that track the visitor behavior and collect data. Using this data, you can then make targeted ads which can be shown when individuals browse other websites or use social networks. Display targeted ads in various media and encourage them to return and explore your website. #10 - Survey the Lost Leads Survey data is an invaluable method of marketing research and lead generation. Surveys and polls are also important for the success of losing lost leads. This analysis helps to understand the reason for lead loss. Did you suffer from poor customer care? Did the family just not have enough funds? Surveys are often helpful in finding out a leader's interest. This data will enable a successful marketing strategy. Surveying and polls are the best tools to engage with lost leads. Conclusion: Don't Lose Hope with Your Cold Leads & Lost Leads! It is always a frustrating thing when an initial contact goes well, but then whoever you were talking to turns into a ghosted, lost lead out of thin air. But keep in mind this is all part of wooing potential customers. Don't give up! If you deploy a steady, concentrated, and active strategy utilizing any of the tips above, you're sure to hold more leads attention, keep your sales funnel in a healthy state, and re engage lost leads for the long-haul. Photo credit (modified from original) Tell Us Your Goals Schedule Discovery Call ### 4 Costly Landing Page Mistakes to Avoid When it comes to digital marketing, first impressions are more important than ever. The sheer amount of choices that people have access to means that getting and keeping your audience’s attention is a vital skill in and of itself. Studies vary on the exact amount of time, but the fact of the matter is that your landing page (the page that a visitor first sees when they arrive on your site) only has a few seconds to draw the user in. So, avoid these common landing page mistakes and increase your odds of making a sale. 1. Trying to please everyone This is a mistake that seems to defy common sense. If you’re selling a product or service, don’t you want to please everyone? Don’t you want to increase your chances of connecting with the right person and making a sale? The answer is: not necessarily. And I think this is especially true for small businesses. Walmart and Amazon can get away with trying to sell everything to everyone, but if you don’t have millions of dollars to spend on Super Bowl ads, they you have to think a bit more strategically. You have to zero in on your ideal customer and make your offer as appealing to them as possible. Don’t try to please everyone all at once. A better strategy is setting up multiple landing pages to target different markets. Take Campaign Monitor, for example. Their email marketing software can be used by a variety of businesses, but they also have two specialized landing pages set up for specific audiences: retail stores and agencies. 2. Committing marketing incest Marketing incest is when you set up a landing page that’s almost an exact copy of your competitor’s page. We actually see this quite a lot here at Clicks.  Usually, it’s an up-and-coming business trying to copy an established market leader, and it almost never works out. Why? Because, who cares? Seriously. If your offer is interchangeable with everyone else’s, then why should people care? When you copy someone’s landing page, you put the burden on your audience to justify why they should purchase from you instead of all the other options. Obviously, there are landing page templates and certain basic design principles that are ubiquitous on the web, but you need to make sure any page you’re sending traffic to makes the case for your unique company. 3. Leaving a gap between your ads and your page First and foremost, your landing page needs to fulfil the promise that’s in the ad you used to drive traffic to it. This means if you’re advertising a President’s Day sale, then the first thing people should see when they land on your page is something that affirms that “yes, you’ve made it to the right place”. More often than not, this means including the ad headline in a prominent spot on your landing page. Again, this is all about reducing friction and minimizing the amount of work customers have to do in order to buy from you. 4. Not testing Yes, there are a multitude of mistakes you could be making with your landing pages, but you’ll never know for sure until you test them. These days, the options for performing conversion rate optimization (CRO) are as varied and detailed as those for targeting Facebook ads. This article has covered some of the more common mistakes companies make, but the truth is, there’s no way to know what works for your specific audience without testing first. This isn’t just simple A/B tests on different backgrounds (although that can work surprisingly well). You can test the effectiveness of sending traffic from different sources to different pages, segment your audience by the time of day they visit your site, or even dynamically produce different pages based on the user’s location. If you’re sending paid traffic to your site, we highly recommend you couple that with some CRO testing to ensure that you aren’t letting any conversions slip through your fingers. Get started today with our simple, 3-step conversion optimization strategy. ### How To Maximize Your Internet Marketing Lead Follow Up Photo Credit There are universal challenges every company across every industry faces when we engage and qualify them as a potential client.  Usually these clients are seeking internet marketing because they want increased revenue and they believe increased lead volume will be the end all, cure all.  The story usually follow with the client experiencing record internet lead generation, but they walk away unhappy after only a period of time.  The internet marketing community (ourselves included) have seen this story play out over and over again.  What these types of clients assume is internet marketing by itself is the answer, when in reality it is internet marketing plus solid follow up systems. When clients start to receive the influx of new leads their current follow up systems are usually not up to the increased strain.  As such the client is spending all this money internet marketing to fill their pipeline with leads, only to realize there's a few cracks and leads aren't getting followed up in a timely manner.   After a number of months the client is receiving record breaking leads, but their conversion process on the back end isn't improving, and revenue stays the same.  The client in turn views the internet marketing budget as a misplaced waste of money, despite the historical data which shows they've been receiving record breaking lead volume. What's needed is balance between lead generation and follow up implementation. Tip #1: Examine Your Follow Up System As leads come in many business owners are tempted to let them wait till their current follow up system can catch up.  When this happens conversion rates can dramatically decrease, and the effectiveness of their marketing dollar diminishes.  The key to maximizing the marketing dollar is updating the business' systems so follow up happens quickly.  Leads360 aggregated data across 3.5 million leads fro macross 400 different companies and industries to maximize follow up efforts for the purposes of converting leads into paying customers.  The results were not surprising, but the back end systems a business would need to implement these follow up practices could be challenging to implement, and hence the diminishing return on ad dollars spent. Tip #2: Follow Up ASAP! When a potential lead reaches out to your business how long does it take for your sales team to reach back to them?  Of all factors leading to conversion, the speed in which a lead is followed up after initially inquiring of your goods or services was of the most importance. In fact, leads that were followed up on within 1 minute of their initial reach out to your business had 391% increase in the likelihood of conversion.  The rest of the break down follows below: 1 minute - 391% improvement 2 minutes - 160% improvement 3 minutes - 98% improvement 30 minutes - 62% improvement 1 hour - 36% improvement 5 hours - 24% improvement 24 hours - 17% improvement Tip #3: Know How Many Follow Up Calls Are Worth Your Time Just as important as the speed to the first follow up attempt, is the number of sequential attempts thereafter.  Of course you could keep calling, non-stop, till the person answers, but the impact on conversion would be predictably damaged.  Instead, a business will want to manage their resources wisely by optimizing the number of attempted follow up calls with the success of conversion.  As such 6 attempted call to initiate first contact seems to be the magic number.  Unsurprisingly, 93% of all converted leads are contacted by the 6th attempt or earlier.  Any efforts after the 6th attempt seems to minimally impact the overall conversion rate, and your time would be better spend elsewhere at that point. 1st Call Attempt - 48% of converted leads are contacted on the 1st attempt 2nd Call Attempt - 70% of converted leads are contacted on the 2nd attempt 3rd Call Attempt - 81% of converted leads are contacted on the 3rd attempt 4th Call Attempt - 86% of converted leads are contacted on the 4th attempt 5th Call Attempt - 90% of converted leads are contacted on the 5th attempt 6th Call Attempt - 93% of converted leads are contacted on the 6th attempt 7th Call Attempt - 94% of converted leads are contacted on the 7th attempt 8th Call Attempt - 96% of converted leads are contacted on the 8th attempt 9th Call Attempt - 97% of converted leads are contacted on the 1st attempt Tip #4: Build Your Follow Up Schedule Just as important as the number of follow up calls is when you make those follow up calls.  The first follow up call attempt should be in the first minute as we discussed earlier, but when should the next attempts be made?  To start, the second follow up call should happen within the 30-60 minute window after the lead's first reach out attempt.  This specific 30 minute window was found to have a higher conversion rate then any other half hour period after initial reach out from the lead.  The complete schedule of all 6 follow up calls are optimized for the highest rate of conversion. 1st Call at 1 minute - 156% higher conversion 2nd Call at 30-60 minutes - 58% higher conversion 3rd Call at 1-2 hours - 25% higher conversion 4th Call on Day 5 - 22% higher conversion 5th Call on Day 14 - 23% higher conversion 6th Call on Day 15 - 9% higher conversion As you can see follow up matters a great deal, especially when 93% of all conversion happen by the 6th reach out attempt.  A business' ability to implement solid follow up systems is crucial to maximizing their internet marketing dollar.  When a business spends money to increase leads, they also need to spend resources on improving their follow up systems.  Otherwise, they're going to see their leads increase yet never answer the question, "Did my marketing dollar generate qualified leads?" ### Use Email to Sell without Selling Photo courtesy Experts go back and forth on whether or not email still works as a marketing tool. It does. Just not the way most marketers use it. Here's a simple way to create effective email campaigns that produce profits without alienating prospects for being too salesy. Optimize your lead magnet More is not always better when it comes to adding subscribers to your email list. Sometimes, it’s better to build a smaller, targeted list of ideal buyers than amassing a horde of discount/freebie seekers. Use “funnel vision” when creating your lead magnet or giveaway and use that piece to set up subscribers for the next step in your buying process. Example case study: If you sell a diet product, avoid offering subscribers a paltry discount. Instead, “bribe” them with the ultimate at-home workout plan. Follow that with an autoresponder series that points out how many people struggle with weight loss because they focus on exercise and ignore proper nutrition and position your product as the solution for this problem. Build trust by providing value For this example, let’s say the ideal audience is busy moms who want a simple way to shed a few pounds and keep them off. Our main product is a meal replacement shake, but instead of going straight for a hard sell we offer a free exercise program anyone can do at home. This lead magnet has value in a way that is related to your product but not (immediately) tied to it. By avoiding the hard sell, you benefit in two ways: You establish expert authority while building trust. In-short, for this example company you are positioning yourself as the go-to person for help with weight loss. Compare this to all the other products out there that stick to bombarding people with demands to BUY NOW. Of course, you can’t stay in business if you don’t make money, so let’s examine how you can ask for the sale without losing the trust you’ve built up. Nurture prospects with emails Note: I would consider this email a first draft. The point is not to show you what to do, word-for-word, but to illustrate how to transition from your lead gen offer to your product offer in an email. If you would like to have an in-depth email marketing strategy session tailored to your specific business, then request a free consultation with us to get started. Otherwise, enjoy this example of a non-salesy email. Subject line: The “secret” to losing weight fast   Hi Name,   I have a confession to make. Yesterday, I sent you the DietCo Ultimate At-Home Workout.   And I need to come clean.   The “ultimate” workout?   It doesn’t actually work.   Let me be clear here.   Yes, the plan I sent is a complete, full-body workout you can do at home. No gym membership or expensive equipment required.   But…   Doing the whole workout will burn roughly 200 calories. Which sounds pretty good.   But, guess what?   That’s the same amount of calories in a doughnut.   One. Single. PLAIN Doughnut. Not even glazed!   How unfair is that?   20 high-intensity minutes of heart-pumping, sweat soaking through your tank top exercise.   Trumped. By one doughnut.   Sad but true.   And we’ve heard countless stories from people who gave up on ever losing weight because all the workout plans they tried failed.   These were committed folks who carved out time in their busy schedules balancing work, home, kids etc…to slave away in the gym for an hour.   For what?   Nothing. No results.   Like I said. Unfair.   And that’s exactly why we created the DietCo Diet Shake.   Because nutrition is the real “secret” to weight loss.   But most diets are too restrictive to maintain long-term. Which means you start, starve yourself, lose a few pounds, quit as SOON as you hit your goal.   And…gain all the weight back!   With our diet shake, it’s not about denying yourself.   You simply replace one meal a day with the shake.   And unlike other unsavory diet products you have to force yourself to choke down, the Diet Shake is actually delicious.   Like, glazed doughnut delicious.   While still helping you keep your daily caloric intake low. So you’ll start seeing results from your workouts.   Fast.   How fast?   Check out some of the before and after stories on our site.   Then visit our online store and get a starter pack of shakes.   But hurry.   We’re offering a limited two for one deal that expires the on New Year’s.   Save 50% while you still can.   The result Again, the above example is far from a perfect email. In fact, it would probably work better as two emails. The key thing is that this email sets the reader up to find a solution instead of putting them on guard against yet another sales pitch. ### How to Succeed in Multilingual Internet Marketing Overseas consumers are coming online at an incredible rate. Now with 63% of the world's online population as non-English speakers, multilingual SEM strategies are necessary for effective global internet marketing. According to Internet World Stats, the Middle East and Africa have the fastest growing online populations, while Asia accounts for 44.8 percent of internet users. A survey by eMarketer also revealed the social media boom that’s happening in Asia, the Middle East and Africa, while South America is a key market for Twitter, Facebook and Google+. According to the image to the right (made by Reddit user UCanDoEat), Russian, Spanish and Portuguese are continuing to trend upward with no sign of slowing down. If you are targeting customers who speak these languages, it’s worth considering translating your content to better reach and connect with them. And while German, French, and Japanese are trending down, they still represent such a large portion of the online community that it’s worth thinking through your approach to those markets as well.  Don’t rely on English to reach these consumers. Even where the educated elite speak English as a second language, research shows that the majority of web users prefer to browse in their mother tongue. This figure was as high as 90% in Europe. Use international PPC advertising to reach these speakers of other languages and you can tap into these valuable markets. International PPC Best Practices: When setting up an international PPC campaign, it's important to follow these key steps:  1. Research the initial keyword list Once an initial keyword list has been drafted, proper research of each keyword and search phraseology must be completed for all of your target markets/audiences/languages. Google's keyword tool is an important, if basic, tool to research the keyword volume both locally and globally. Following this research step, you will want to once again review the list against your stated strategic objectives and target segmentation data. It is also very important to create a negative keyword list in order to avoid unwanted traffic or errant click-through traffic which might cost you money. For instance if your ads are about 5-star luxury hotels, you will need to include into your negative keyword list key terms like "cheap rooms, cheap hotels, etc.". Google Adwords allows you to include the negative keywords into your campaign to avoid displaying your ad for similar, but unrelated (non-targeted) keyword searches.  2. Keyword localization Keyword localization is very different from simply translating keywords. There are several steps you need to follow during the keywords localization process in order to create an accurate keyword list for each country/language. These key steps include: Researching the local search volume for your target country/region, keyword expansion choices and the most relevant keywords with the highest search volume. Adapting the keywords to the locale (combination of language, culture and geography). Testing keywords to make sure they are accurate and aligned to your campaign goals and the local search engines. Common phraseology for target searches. Negative keyword list development for each language/locale. Accurate keyword localization will yield the best results for your PPC campaign because these are the keywords that will control your ad display and ad impressions. 3. PPC ad localization and copywriting Many companies simply translate their English PPC messaging while ignoring copywriting or local search behavior. PPC ads are the advertising messages displayed for your audience. As such, professional copywriting is essential for ad localization in order to effectively deliver your message in the target language. In order to avoid your advertising message from becoming lost in translation, you need to have native speakers with solid experience in PPC character limitation as part of your team. 4. Choosing search engines Although Google remains the global search leader, you will often find that local markets exhibit different search behaviors and patterns. It is important to research the search patterns of your target markets to determine which engines will best reach your intended audience. For instance, Baidu is the best choice for the Chinese market while Yandex is very popular in Russia. 5. PPC campaign settings In what geographical locations do you want your ads to show?  For multilingual PPC campaigns it is very important to specify the locations for each language. It is one of the basic steps for each campaign to adapt your settings carefully by selecting the accurate options when you start the campaign. Most popular tools also allow detailed budgetary control. Keep in mind that you will want to actively manage your campaign settings to optimize your visibility and quality click-stream. 6. Landing page optimization Landing pages are the destination for your ads and it is the way to measure the conversation rates for your campaign. Landing pages should be created specifically for each marketing activity with a call to action or a form to capture visitor information. It is best to have a localized landing page for each language identified in your international PPC campaign. Experts agree that not maintaining a landing page in the target language will result in significantly lower conversion rates. 7. PPC strategy International PPC-focused strategy depends on treating each market individually and effectively. The key to a successful strategy with a high ROI is setting your goals up front. All activity during the campaign must be carefully monitored and adjusted to align with the overall strategic objectives. Testing is always required to adjust your campaign accordingly and generate best practices. You will continually need to test your keywords, messaging, reports and landing pages to achieve top campaign results. ### 4 Simple Steps To Onboarding PPC Clients Like A Pro Account transitions are a necessary component to any agency's workflow.  Onboarding new clients, whether they have established campaigns or need to help getting started from scratch, involves a high amount of clear, effective communication.  Without it, the new client you and your agency worked so hard to land will be high tailing it to your competitor's doorstep before you can manage to even utter your first-choice curse word. Do All The Things In the heat of the moment and in all of the excitement of having a new client, understanding these simple steps will help you stay organized while also sorting out the many must-needed details of your burgeoning relationship: Become familiar with the client's business, industry and competitors Clearly convey what your expectations are, and most importantly, know theirs Establish and maintain open lines of communication; update frequently Set a meeting for a comprehensive review; discuss wins and identify shortcomings Simply adhering to a common-sense approach that truly fosters a productive relationship with the client straight out of the gate and over the lifetime of your partnership. Become Familiar With The Client's Business, Industry And Competitors The client has taken the time to research your agency, determine your strengths and financially commit to your services.  I would argue that it's not just recommended, but you owe it to them to become an expert on on their business.  The client is probably (hopefully) already an expert on their business, but what they'll want to know is what is an expert's take within the context of digital marketing (SEO/PPC).  Besides having strategic benefits, the client will take note of your genuine interest and respond in kind with more details and insight into their business, more frequent communication and a better working relationship overall.  If you invest in them, they will invest in you. Convey What Your Expectations Are (And Know Theirs) Does the client have an unlimited budget as long as the CPL is below a certain amount?  Is there specific targeting requirements the client needs in order to reach their ideal customer?  Does the client experience seasonal trends and, if so, are they in their peak or lull?  Do some product groups require a certain ROAS in order to maintain profitability?  These are just some of the questions that you need to be asking in order to ensure that both yourself and the client are clear with one another.  You need to have them tell you what the real success metric is.  I've had some clients give pause when asked what their ideal return on ad spend is, so try rephrasing the questions to help them think of it in another,  non marketing-speak kind of way (how much money would you be comfortable spending in order to sell a $x product?). On the flip side, the client needs to hear about exactly what you plan on doing.  Will you be setting up a brand new account for them?  A new campaign?  What type of campaign?  What purpose does it serve, and how does it tie into their revenue or business goals?  Are you modifying existing campaigns?  If so, do you have their permission?  Are there any aspects that you aren't allowed to modify? Establish And Maintain Open Lines Of Communication New clients are always interested in how their account is performing.  It's almost a cardinal rule it's so ubiquitous.  Knowing this, use your own follow-ups and performance reviews as a trigger to update the client.  I generally provide a performance follow-up once a week after new campaign launches or significant alterations for my own, internal purposes.  If these are written in a somewhat neutral manner, it's very easy to copy+paste your sum-up into an email, along with a quick personal message, and send it off.  Boom, you've now made yourself appear organized, professional and most importantly you've helped make the client feel that they're still a part of the process. It's also important to not flinch when the performance isn't going the way you want.  In fact, use it as an opportunity to ask how things are going in the trenches, if they've felt an impact, or if they might have additional suggestions (previously unmentioned promotion, new product/service in the works etc).  Put in another way, if there's one thing I'm sure of it's that over-communication doesn't occur in this context; a client is never going to think to themselves "man, this guy gives me account updates far too often, what a jerk". Set A Meeting To Discuss Wins And Identify Shortcomings Set up a meeting with the client to discuss performance from the beginning of your partnership to date.  For this sort of meeting, I would definitely recommend doing a screenshare if this isn't already being employed.  Speaking to a client in numbers, percentages and other metrics ad infinitum is less useful than you might think.  Having the client following along on a screenshare will allow you to have the numbers do some of their own talking, leaving more time for discussion rather than just reciting your favorite stats. Use this as an opportunity to tout your wins and show where their account is the strongest.  They're of course going to want to know how their doing well, but also be sure to explain as best as you can why you think they're doing well.  Provide insight, try and relate the numbers to their customers or business, make the connection or at least put it in some sort of context. On the other hand, if the results are poor or are severely underwhelming, use each negative metric to segue into describing your plan of action to salvage that number.  While most clients will want to know why something underpeformed, they're always waiting with baited breath to hear what you intend to do about it.  If you're having to break several pieces of bad news, concentrate your meeting preparation efforts on developing a comeback strategy.  Honesty goes a long way here; don't omit what you consider to be bad because the impression that you'll give will be equally so. Whether you're optimizing local SEO, improving landing page experiences via CRO or are working within the world of paid search, client management has been, and always will be, a staple of the agency experience.   What client communication tactics do you use most and how has it helped you?  Do you have any special methods in your toolbelt that you use to help maintain an excellent client relationship?  I'd love to hear about them!  Comment below. ### Power Editor vs. Ads Manager: Which to Use? If you have ever used paid advertising on Facebook (and not the “boosted post” kind), you may have noticed there are a couple of ways to create your ad campaigns - Ads Manager and Power Editor. While we, as 21st-Century humans, love options and choices, deciding on which platform to create your campaign might be a bit daunting and confusing. Here are some features and downsides to guide you out of the thorns and (hopefully) help you make your decision easier.   Power Editor   If you are looking to pack a punch with your campaigns and really get into the nitty gritty of it all, then Power Editor is the platform for you! While Power Editor is more time consuming (and oftentimes very persnickety), it definitely provides more options to the user when creating campaigns. It is easy enough to get to (left column option in Ads Manager) and is local - it won’t make any changes until you click the upload button (which is great if you find that you have made a mistake). Power Editor provides several more features than its counterpart. With the ability to create multiple Ad Sets with various targeting options (manually or using the “duplicate” feature) you can more easily build out large campaigns and edit these elements in bulk. You can also change optimization, bidding, and budgets for each ad set separately if you so desire. Additionally, if you are interested in tags and tracking, you are able to add those parameters to each ad creative in Power Editor. This platform also gives you the option to utilize more than one conversion pixel, if that’s what you’re into. Despite all of this greatness, Power Editor does have its flaws. It is a bit less linear than its colleague and there are many more areas that you might skip or mess up, so double checking your work and making sure all of your data is correct is important. Power Editor is also a bit like a puppy - it doesn’t always cooperate and sometimes finds ways to crap all over carpet campaign with its annoying errors and oddisms. When this happens, refreshing the page is in order and if that doesn’t work you may have to reset the whole program, losing all of your work. But that probably won’t happen to you! …     Ads Manager     More conveniently located (via the “Manage Business” option on Facebook’s main drop down menu), this is the area where campaigns and their data are viewed. If you are a Facebook marketing beginner, this may be a good option for you due to its step-by-step process of creating a campaign. However, the campaigns you will be able to make are limited in their detail. Creating campaigns via Ads Manager only allows for the use of one conversion pixel (if you want to report on more than one goal, this could be a problem). Additionally, you are only able to create one Ad Set (or target audience) and your only option is a daily budget - no campaign or lifetime budget available here. While there are many details lacking on campaign creation via Ads Manager, there are some upsides. If you are looking to quickly create a campaign, this is the easier option (works great for Facebook Like campaigns or Video Views). You still have the option to write the copy you want, add a Call-to-Action button, and choose where your ad is shown (Newsfeed, Mobile, Right Column, and Audience Network). If you want to get in and out quick and don’t need much in terms of audiences, tracking, tags, etc. then the Ads Manager is a sufficient way to get your campaign going quickly and with much less hassle. The Consensus? While both these options are A-OK, think about the level of detail you want to have on your campaign and the amount of time you want to spend creating it and decide from there. While Ads Manager may work great for some, Power Editor may be the best choice for more in-depth campaigns. Whatever you choose - it will be great, because you are great, and it’s that greatness that makes it great.   ### How To Know & Measure Your Marketing CPL & ROAS The most common problem we face every day with our customers is getting enough data to know if their marketing is working. A lot of new business have a chicken or egg issue as well. Trying to decide where to best invest their money can only be done when you have the performance information for all of the various channels you are considering. Here are some simple steps and resources to start getting a better measure on your marketing. Metrics Having the right metrics to measure is important so let's cover the most common and important metrics. CPL - Cost per lead: Maybe you're not generating leads, don't be fooled. You do have a CPL. Your leads might be phone calls, contact forms or even shopping cart payments. A CPL is the most basic requirement for advertising online. $1,000 spend / 50 leads = $20 CPL ROAS - Return on ad spend: ROAS is one of my favorite metrics. It really tells a story about your advertising. Your return on ad spend will tell you how much revenue you receive from each dollar you spend in advertising. This can be done most easily for eCommerce clients with revenue per transaction being calculated accurately (more on that later). If you're more lead based you could use your estimated ROAS based on your average order value or value per customer also. $5,000 revenue - $1,000 spend / $1,000 spend = $4 ROAS or for average order/customer value 50 leads x $100 per lead = $5,000 revenue - $1,000 spend / $1,000 spend = $4 ROAS Attribution It wouldn't be fair to start talking about advertising performance without talking a little about attribution. Attribution answers the question, "what if I have a visitor who comes to my site from Paid advertising but they come back and purchase the next day by visiting my site directly. Each advertising channel will have attribution settings to know and understand. For example, Google AdWords will attribute any unique conversions to it's advertising if that person converts in 30 days by default. In most cases where you are sending traffic directly to your main site this means you'll attribute any referral source to AdWords if they convert within the set time frame. Your Analytics profile might not totally agree in this situation. Analytics uses a simple last attribution model. For example, if a visitor comes from AdWords but then later returns from clicking your post in Facebook the sale is attributed to Facebook, not AdWords. There is no 'right' answer with attribution. In many cases, it's important to review attribution trends to identify if you're receiving more or less value than your ROAS or CPL might be indicating. Find more information about how to use Analytics to review your attribution here: https://support.google.com/analytics/answer/1662518?hl=en Tracking conversions Getting trustworthy tracking setup is the most common issue our clients come to us with. So, let me introduce you to the requirements of tracking and the resources that can make this a much less daunting task. Google Tag Manager Tag manager allows you to fire codes via rules simply by placing the GTM code on your site. Here's a list of common things GTM can handle for you easily once you've placed it on your website: Conversion tracking of forms Cross domain tracking Analytics AdWords conversion pixels Facebook conversion pixels Custom audience tracking for AdWords Custom audience tracking for Facebook Phone call tracking etc. So, get GTM installed and make your life a whole lot easier! Not enough? Still stuck on trying to break down a conversion issue? Think we missed something that's an absolute must for businesses? Tell us in the comments below! ### How the Gutenberg Diagram Can Help Your Homepage Make Sense Form follows function in web design. Your page has a purpose, and you’ll get the best performance possible out of it by designing it in a functional way. That is what web design and conversion rate optimization are all about. Make it as easy as possible for your visitor to get from Point A to Points B, C and D — and you’ll have a high performing page on your hands. Where to start? The Gutenberg Diagram can be an excellent starting point for certain pages. It’s great for pages with low to medium amounts of content and a great deal of targeted or direct traffic (i.e. people already interested in your page). That makes it a potential choice for a homepage or landing page. Wait … What the heck is the Gutenberg Diagram? The Gutenberg Diagram is a visualization of how Latin-alphabet readers — those of us who read from left-to-right, top-to-bottom — process information presented on a webpage. We start at the top left and move rightward. We then zig down and to the left and move over one more time (from 1 to 2, 3 and 4 in the diagram below). That results in an uneven distribution of attention on certain regions of the page. A Gutenberg page is divided into quadrants. We spend the most time on the top-left (called the primary optical area) and bottom-right (terminal area) of the page. It makes these areas ripe for your more important page elements. You can put the logo, headline and value proposition into Quadrant 1, the primary optical area, and work towards concluding with a strong call to action in Quadrant 4, the terminal area.   Seem a bit confusing? Let's explain a little more to show how Gutenberg can help develop a clean page hierarchy. Use Gutenberg to lay out your page hierarchy There has to be a logical progression with how you present information on a page. Once someone lands on your page, your page should answer a few questions very quickly. “Who are you?” “Why are you important?” “How can I interact with you?” Gutenberg arrangements allow you to present that information quickly and simply, without the message getting muddled in extraneous page elements. Let's take a look at a few examples: Facebook's homepage uses a Gutenberg design. The primary optical area answers "Who are you?" (Facebook) and "Why are you important" (social networking site). The terminal area shows how to interact. Again, the logo and value propositions are placed in the first quadrant. A phone number (Seconary means of conversion) is in the strong fallow area. We conclude with a call to action in the terminal area. The content isn’t as tightly packed as an F- or Z-pattern page, so you use this to your advantage to create dramatic spaces around page elements. With “whitespace” surrounding your value proposition or call to action, it now makes it harder to ignore. When Gutenberg is a bad idea Again, form follows function. If you have a page that has too much content or visitors might be more likely to scan your page than directly consider the information in it, a Gutenberg pattern will fall flat. In these cases, an F- or Z-pattern might be more beneficial, because they account for large amounts of content and/or visitors who might lose interest before reaching the bottom-right of the page. If you’re not sure whether or not a Gutenberg designed page might be a good idea, there’s only one way to find out. Time to run some tests! ### Top 5 Things to Avoid Doing During an Interview First impressions are everything in the interview world. Even if your resume is overloaded with appropriate experience and training, these simple but jeopardizing mistakes can squash your chances at landing your dream job. Don’t be late Showing up late to an interview is the number one no-no. It gives the recruiter the impression that your time management skills are not on point. Furthermore, it also demonstrates that you are not considerate of their time. As far as the recruiter is concerned, if you become an employee, they have many more mornings of you running late to look forward to. There are a few easy things you can do to insure you are never late. Try finding the office the day before your actual interview. This prevents you getting lost the day of. Also, you should leave 15-20 minutes before Google Maps tell you to. This gives you leeway to run into traffic and such. It’s always better to be early than late! Make sure to do the appropriate research beforehand Learning a little about the company (and the position) you are interviewing for is always a good idea. It’s quite critical, actually, to have significant knowledge about the company in order to seem suitable for the position. You can discreetly input the new information you have learned into some of your answers during the interview. That way it sounds more natural, gives your answers more meaning, and doesn't seem like you are trying too hard to display your new-found knowledge.  NEVER speak negatively about previous employers or co-workers Obviously, you are searching for a new job for a reason, and it very well may be because you are unhappy with your current boss. With that being said, your possible future employer does NOT need to hear you trash him/her. The only thing that helps you gain is a reputation for negativity … and probably not the job.  Don't discuss pay and benefits of the job There is a time and place to discuss salary, and the first interview is definitely NOT it. However, every company does things differently. So if (in the rare occasion) the recruiter brings up pay or benefits, it is absolutely fine to go along with it. Otherwise, bringing up money can imply that you are more focused on compensation than actually being passionate about the career. Be careful not to ramble … but don’t be too vague either There is a fine line between not saying enough and saying TOO much. A good recruiter will have many direct questions ready for you, and you should be ready with direct answers. Being evasive and dancing around the question can feel like you are misleading them. Of course, recruiters are well aware that rambling can be a symptom of nerves, so be sure to get your words together in your head before you start talking. A second or two of silence is better than nonsensical banter. On the other end of the spectrum, be sure to follow up your occasional one-word answers with a reason, example, or a viewpoint. Staying away from these vital mistakes can help your personality shine in a positive way during the interview. You don’t get a second chance to make a first impression, so make it a remarkable one and land your dream job! ### Shop Til You Drop - Google Shopping Segmentation Shopping campaigns are a must for any eComm website. We’re stating the obvious here – if you are not running a Shopping campaign and you sell things online, you are missing the boat and not maximizing your revenue from Google. But what are the best targeting options to get the most out of the souped-up Product Listing Ad campaigns? Well, here are my top 3. Shopping campaigns made simple – by me. #3 – By Product Type / Category The out-of-the-box option. Since these values are often already part of your Google Shopping feed, Product Type and Category sub-divisions are usually ready to be targeted with no extra customization. This painless approach is ideal for quickly launching the campaign, or when you already have a diverse inventory of products. Example: Imaginary eComm website sells hats online. The product feed is automatically segmented by fedoras, bomber caps and top hats. The product feed is easily sub-divided and varying bids are set. #2 – By Custom Labels The most comprehensive option, but also the most adaptable for your business. Custom Labels (taking the place of “adwords_groups” and adwords labels pre-Shopping era) allow for the most versatility when placing your products into buckets. Also, custom labels are useful for maximizing profit when your inventory generates a range of price points and margins. Example: Same hat website sells sombreros at a very nice margin, more than any other style of hat. They would like to run a promotion to sell more sombreros. Custom label 0 is labeled “promo” for all relevant sombreros, and a new “promo” segment is targeted in a high-priority campaign with competitive bids. And, consequentially, a sombrero #1 - By Top Products The simplest option - just target items individually. My personal favorite, and go to for new Shopping clients. Two approaches here: Target each of the top-selling products overall. Or, if Shopping campaigns have already been running, check the Dimensions tab to find the best selling products, on Google Shopping. Select Shopping > Item ID for your dimension, and sort by highest revenue, sales, or ROAS. Then, simply bulk add these IDs as segments in the "Product" feed. Example: The PPC manager for the site that sells hats checks the "Dimensions" tab and finds the top selling hats – Dallas Cowboys ballcap, Green Derby Hat with feather and Fuzzy Santa Hat. The corresponding items Ids are downloaded, copied and pasted into the bulk add field. Bids are then maximized to ensure maximum impressions, and profits soar. If you follow these three options, your shopping campaigns will finally have success and your profits will make you want to dance (and wonder why you didn't do this sooner). Now go forth and sell! ### Facebook Video Ads - Genius or Nuisance?   As I viewed my inbox for this first time this morning, I came across a very interesting e-mail from my most favorite advertising platform around, Facebook! /sarcasm/  While neglecting more Power Editor performance bugs, Facebook has decided to introduce its newest guinea pig of ad testing: video ads! As stated by Facebook, these new short video ads (looking much like its normal Newsfeed ads but with, you guessed it, a playable video instead of a stationary image) are a great way to “show your video to people who matter to you,” “reach people across devices,” and can “drive [brand] awareness and sales.” Sample of a Video Ad on Mobile Device With over 50% growth in video viewing on Facebook and people returning to their Newsfeed 14 times a day on average, perhaps these video ads just might work … or they will become a big, annoying disaster. Time will tell. Me, existentially pondering over the success/failure of the Video Ad, and other mysteries of life. Lucky for us, Facebook is making it easy as 1, 2, 3, 4, 5, 6, 7, 8, 9, 10!  Actually, it is more like creating a boosted post than a full blown campaign but with some extra steps and details along the way. You can pretty easily create a video ad by simply going in through the Ads Manager (bypassing Power Editor completely :D) and using the “Create Ad” button and selecting “Video Views.” From there, it is just a matter of carefully going through the motions of targeting, budget, uploading a video and creating copy. The first step of creating the video ad - select the correct client page! Facebook has even included performance metrics for videos (found in Ads Reporting under the Customize Columns tab), including such data as video views, average percentage of video viewed, average duration of video viewed, etc. This is my reporting dance! So, now some questions remain:  Will companies actually start to utilize this new type of ad format? (Or will it be ignored kind of like the multiple scrolling ad format?) Will these video ads actually increase brand awareness and sales? (Or just annoy Facebook users like the auto-play videos?) Will these video ads be treated as internet commercials? (You can never escape us advertisers...muahahahaha!) Will they actually work as advertised? (Or will they further hinder Facebook’s overall user experience?) Like the enigmatic existence of Bigfoot – nobody knows. The truth … may or may not be revealed sometime in the future. So try it out for your company or brand. Perhaps it may be a happy surprise. We can only hope. ### Why YOU Should be Using Facebook's Lookalike Audiences As Internet advertisers we are slaves to the numbers, and nothing makes us happier than to see a target audience perform with high conversions and a low CPL. (Seriously, don’t you dream about that?) So, what happens when you are advertising on Facebook for a super niche market and have exhausted all of your targeting options?  You could go for the really strange (and really small) audiences, but chances are they may not work very well and you will probably reach all of them within a week, if you are lucky. When options and ideas are running dry, it may be time to implement Facebook’s lookalike audiences. (In all actuality, it is a good idea to use these earlier on, but I digress.) Let me delve into the awesomeness that is Facebook’s lookalike audiences. What Exactly, Are Lookalike Audiences? I may not often have nice things to say about Facebook’s advertising platform, but I will say that most of the time, these lookalike (or “sim” as we call them) audiences are pretty stellar. Facebook takes data from any custom audience you have created (say, a Buyer audience) and is able to find other people with similar qualities and targets them. Basically, Facebook does most of the targeting work for you. As Facebook describes it, utilizing these audiences creates “more paths to customers” by reaching more interested prospects who may not be currently targeted. These sim audiences or groups can use data from website custom audiences (such as an “All Website Traffic” audience), page fans, conversion pixels and even uploaded customer database lists. These audiences are like homing missiles for new leads. How Do I Make a Lookalike Audience? As luck would have it, creating these lookalike audiences is SUPER simple (thanks Facebook). I will provide a quick lesson on populating one of these bad boys: Once on the Audiences page in Business Manager, click the Create Audience button and select “Lookalike Audience”. Then, select a custom audience that you would like to find similar customers to as well as an appropriate target country. (ProTip: Currently, you can only choose one country at a time, but you can create lookalike audiences for other countries separately and combine them within your campaign audience targeting.)   Using  the slider tool, you can select different sizes of lookalike audiences ranging from 1% to 10%. (These audiences take some time to fully populate but once they do, it’s like Santa just dropped his sack of gifts right onto your lap.) Click “Create Audience” and you are DONE! That is easier than creating a regular ol’ custom audience. And BOOM, there it is, just waiting – no – begging to be added to your campaign! This is a picture metaphor of your audience begging to be used. So now what? Now it is time to start using these lookalike audiences in your campaigns. These audiences are like Type O blood; they are universal and can be combined with anything. You can use them by themselves, or better yet, paired with an interest or a behavior. The combinations are endless and it is really up to your imagination, creativity and ingenuity to find the best possible recipe to find you new favorite audience. A great place to start is pairing these babies up with the top performing audiences that are currently running. For example: we like to start with 1%, 2% and 3% lookalike audiences paired with the top two or three performing interest (or behavior, or demographic, whatever is providing the most leads at the cheapest price). Generally, this seems to work very well across all of our various types of clients’ campaigns. Sometimes there are hiccups where a 5% sim group performs great while the same 1% does not at all. But that is just one of the many quirks of Facebook, amirite? However, once you find the right mixture of sim group and other targeting pairings, you can really hit the jackpot! #Winning Now Go and Win at Facebook Advertising ...  If you have not been using Facebook’s Lookalike Audiences yet, there is no better time to start than NOW. These are great tests to implement within your campaign once your list, WCA, conversion pixel, etc. has enough data to populate a sim audience. Don’t necessarily wait until your campaign is stagnant either; these lookalike audiences can add a lot of value and really help you hit your advertising goals. In fact, we have whole campaigns running using ONLY sim audiences because they are just so fantastically great. So go experience for yourself the excellence of using lookalike audiences and celebrate because your campaigns will be unstoppable! ### KPIs - What Are They Good For? Spend, Conversions, Revenue, CPL ... all terms we are familiar with as pay-per-click advertisers.  But what exactly are these metrics telling us?  How can we translate these digital goals into real-life performance benchmarks?  Let’s discuss the role of KPIs. What are they? KPIs are Key Performance Indicators – they help “indicate” the success (or lack thereof) of your PPC campaigns by setting empirical goals to measure against actual performance. KPIs can be tracked daily, weekly, monthly or for any period of time - they help paint a picture of the performance from your advertising campaigns for any given amount of time. The term did not originate specifically with online marketing, but with the power to track every click, sign-up and online sale, KPIs have never been as easy to measure or utilize to our advantage. If you are running an eComm store, then the natural KPI is your Return on Ad Spend (ROAS).  But the total revenue generated is important, too. If you want to generate leads at a certain cost, then you will look at cost-per-lead (CPL). But what can the bounce rate tell you? An effective advertiser will identify its primary KPI to determine success, but also will look at secondary KPIs to tell the whole story. ROAS is simply revenue/spend, or how many dollars you generate for every dollar you spend. eComm advertiser is generally straight forward, but you also can consider actions such as newsletter signups or requests for more info, as these can lead to sales in the future whether online or offline. How to measure? The big agencies use fancy (and expensive) proprietary tools to help keep track KPIs of their client portfolio. These tools are helpful, but can really cut into your margins if you are promoting your own website, or just have a small set of clients. With some moderate Excel knowledge, any advertiser can create a snapshot of overall performance based on a few KPIs. Most clients have set advertising budgets, and even if they do not, will at least have a minimum amount of money to be spent (for simplicity, we will set the time period to one-calendar month). Simple Excel formulas will allow you to see where you stand for the month, whether it is the 3rd or the 30th. The end of the month can be a ripe time to drive some conversions, when other advertisers have already blown through their monthly budget. Many times, it is a good strategy to make sure you have dollars left to spend at the end of the month, when greener advertisers may have already shut down until the first rolls around. Set Up another formula to tell you how much spend to target on a daily basis to carry you through while still hitting your budget goal. For lead generation advertisers, CPL is the most common indicator of success. But what if your lead count is low? What other data can help? Pages/visit and bounce rate are good indicators of the engagement with the site. Measuring phone calls is also a must, and people who would rather pick up the phone and talk to someone still exist. But what do they mean? At Clicks and Clients, we like to think of ourselves as a profit-based agency. Key Performance indicators are just that – they indicate success. But we need to take it a step farther. How many of the leads generated are actually turning into customers? How many of the orders received are being cancelled because the item is currently out-of-stock? KPIs give a bird’s eye view of your performance, but often deeper digging is required to find out the true benefit from your advertising. What is going to sustain your or your clients’ business in profit, and if the bottom-line goals are not being met, then the campaigns simply are not sustainable. KPIs give a snapshot at any given time of performance, but you also have to consider all factors when deriving true meaning to the metrics. ### Are Facebook Likes Important? A big topic floating around the Internet lately is that Facebook’s algorithms regarding the reach of organic content from businesses are being changed. According to Facebook, this change to reduce the amount of promotional content fans see has been implemented as of the “beginning of January 2015;” fans should start to see more stories and “engaging” content from their "Liked" pages rather than businesses’ promotional posts encouraging audiences to buy, download, join now, etc. This decision is due to “survey results” from what its users want to see more of (although I have a slight suspicion it is also to encourage more companies to utilize Facebook’s paid advertising platform). Now, more than ever, this change forces us to ask the question: Are Facebook Likes even important? In the past, I would have said that Facebook Likes are more fluff and not really measurable in terms of a ROI standpoint. Having worked with clients who utilize organic only and paid marketing strategies, I can definitely see the difference of results between the two (you need to spend money to make money, right?). Yes, Facebook Likes are nice to have, but do they really provide any return or are they just nice flair or karmic Internet points to make your page look better? Like the elusive unicorn, it’s hard to know if their value even exists. Well, obviously, Likes hold some sort of value as companies and users are in constant virtual competition to gain as much as possible. Although, there seems to be a ceiling when it comes to how much you can really accomplish with strictly organic content. I have personally seen a huge decline in organic post reach with a client, despite having increased page Likes by over 50%; and the decline is slowly getting worse. On the flip side, I have seen a client gain close to 1,000 Facebook page Likes in not even a month of running paid ads. While Likes aren’t something we generally report on, most clients seem to appreciate the increase. With all of the changes, though, my perception of the importance of Facebook Likes has shifted … but why would they suddenly matter? Good question! Facebook’s Newsfeed is “improving” for users with the decrease in free promotional content they see from their pages (get out your party hats). Being a Facebook user myself, I do see the irritation fans feel when business pages they Like are constantly spamming their feed with clandestine advertisements. “Hey fans, we would be nowhere without you. Our new album will be released in a month! You know you want to pre-order that!" "Hey fans, our new album will be released in 29 days! You are our success!" "Hey fans, our new album will be released in 29 days and 6 hours, don’t forget to pre-order it so we can keep making awesome music for you!” At this point, I will most likely just Unlike your page rather than going through the hassle of hiding your posts because you have already irritated me and blown up my Newsfeed with fake praise and shameless self-promotion. Ah, now I see what Facebook was getting at! Perhaps this will be a good change for companies and dissuade fans from posting negative comments on relentless promotional posts and ultimately Unliking the page altogether. So, this new algorithm change may benefit businesses by helping them retain their Likes, but what is the actual point of page Likes if you can no longer advertise to fans without paying Facebook?  Well, I’ll tell you … They Can Promote Community Facebook Likes on a page increase the sense of community between fans/customers and your company. Facebook can act as a touch point for your business to communicate more casually and easily with customers and ultimately get a better idea of who these people are and what they really want. Facebook is a social site after all, right? This new change should help encourage businesses to reach out and really be able to research more details on their customers, which can help with audience targeting for paid advertisements (hint, hint). Instead of feeling bombarded with promotional posts and messages, fans may now feel more inclined to interact with other fans and, hopefully, representatives of your company. If customers do get a response from you, they may be more likely to share those posts with their friends who may subsequently like that page (the circle of social media). Not to mention, any fan engagement on a business page generally gets automatically shown to all of their friends. Those actions can greatly increase the amount of people who become aware of your company’s page. If customers’ friends start seeing a lot of positive engagement, they may be persuaded to like your page as well, further increasing the amount of people who see these posts and engagements as their friends see the engagement, and then their friends and their friends … exponentially, until the world ends. OK, it might not be that dramatic, but you get the gist. They Can Leave a Good Taste in Customers’ Mouths As scary as it can be sometimes, communicating with customers is an easy way to gain trust and increase your reputation in your industry. Facebook pages makes this very accessible (and FREE) as you can easily respond to fan comments, concerns, reviews, etc. Positive communication with customers (even constructive criticisms) and increased interactions will not only make your business seem friendlier and more involved with customers, but also present a higher value of customer concern and care. Think about how more likely you are to actually talk about and spread positive remarks about a company that has treated you right? This also works for negative feedback as well. Think of it as a grading system - if customers grade you as an F, you can bet they are going to talk about their awful experience wherever they can to whomever they can (*cough* on social media *cough*) over someone who grades you a C. (Hint: those middle-of-the-road people won’t have any commentary because they already forgot you like yesterday’s news). Consequently, people who grade you an A will also want to spread the good word. Make a good impression on Facebook to your customers, because what you put on the Internet can never really be deleted … They Can Enhance Credibility With the 1.3 billion (and counting) Facebook users, many of whom check Facebook on a daily basis (OK, hourly), these business pages tie in to paid marketing strategies. Your fans Like your Facebook page - after all, they are fans of you, so they are probably more inclined to buy your product over someone who just sees a paid ad and may not know much about your business. So what do those people do?  More than likely they are typing your name in that search bar and investigating your business. “Is this company too legit to quit or are they just trying to scam me of my hard earned dollars?” If your business page has 14 likes and 0 reviews  as opposed to one with 1,000+ Likes and even a couple 4-5 star reviews, that could impact your chances of getting any sales or conversions through paid ads, or anyone who looks you up, for that matter. Facebook Likes help to enhance your credibility to otherwise skeptical potential customers. Again, good social interaction with your fans can lead them to give you reviews. The bottom line is, Likes make your business more tangible to new customers. Consensus? There still isn’t any surefire way to measure the actual ROI of people simply Liking your Facebook page (although there are many suggestions), but more than ever in this social age, they are something to keep an eye on. I don’t think it should be the sole goal of businesses to acquire page Likes, but I think companies may want to nurture this idea a bit with this Newsfeed content adjustment. While paid ads can, obviously, lead to conversions and sales (and Likes), the value of likes should not be discounted completely. The short of it is: Facebook page Likes are important as they represent even if just a small portion of your fan base (who they are, what they like), can provide insightful research and growth opportunities, and can influence others to become new customers. However, Likes only matter if you take the time to make them important; nurture these Facebookers a bit and show the world that you are a business that cares about their customers’ concerns, needs and desires and soon you, too, can master the social media realm.   ### What Does It Take To Get a Facebook Rep? It’s not by chance that you may work for Facebook. It’s also not by chance that you may work in the sales department at Facebook. We (our online marketing agency) have gone through incredible lengths to reach someone at Facebook to secure a dedicated support representative to handle our high volume advertising agency. I enjoy filling out forms and waiting 24 hours like the next person. But it’s come to the point this method of customer service will not work for us or our clients. We managed to have a Facebook sales representative for 30 days during their “start-up” program and it was great. But it quickly ended and we, once again, submitted support tickets for breaking issues on clients who have upwards of $30,000 of daily spend. So here we are. After spending money on a paid traffic targeting employer: Facebook, Job Role: Sales & Marketing, creating a blog post, and crossing fingers … Will you please help us and assign a dedicated agency support representative to our account? I can be reached at curtis@clicksandclients.com It would be much appreciated. ### Is The Hubspot Inbound Certification Wrong? Edit 5/5/2015: Hubspot launched a revised inbound certification on 05/01/2015. The revised test was much clearer and was far less vague. I noticed that many of the questions dealing with SEO specifically have been removed. I'm sure that this reflects the more natural shifting of focus away from pleasing search engines toward being more customer focused. In my opinion this was a good idea. Congrats to the Hubspot team on a much improved tool. I'm still considering using certifications like the inbound certification for our team but I not yet made a decision. Here's my badge: I am always looking for more efficient and effective ways to get things done. I've heard loads of good things about Hubspot and while this doesn't directly relate to its paid products, I thought I would share my experience with testing its Inbound Certification. As a marketing professional who has been around the block, I made the assumption (inaccurately) that I'd be able to pass the certification without any prep work. Instead, I got a 68% and failed. As I reached the first question in the certification, it became obvious that my personal experience wouldn't get me through the certification with flying colors. Nevertheless, I've been putting off taking the test for a few days so I pressed forward. As I got farther into the questions, I did my best to reverse engineer the way this certification was built around its approach to marketing (that I hadn't read). I began to grow frustrated with the available multiple-choice answers. Let me take a step back My goal is to identify useful tools for my team, and as such, my expectations of taking the test were not necessarily the same as someone who might have studied or been required to take the certification. Instead, I'm assessing the quality of the certification as a tool for our SEO team. With this in mind, my frustrations with the certification are probably influenced by not participating in the training prior to starting. With this knowledge, I've  made an effort to try to justify the questions I took disagreement with by reviewing the certification study materials. Some of my initial frustrations were resolved here but others remain.  Question #7 - Obviously "Do something, learn something and navigate to their own website" is not the right answer. People aren't looking to navigate to their 'own' websites as a general rule. So what's wrong with the other 3? "Navigate to a website' is listed in all 3. Google's not pushing more and more content into the SERP via knowledge graph and other injectables to force people to visit more websites. It's trying to provide more answers directly in the search results. So all 4 answers here are wrong. Question #9 - First of all - who really knows? Secondly - Meta descriptions do not impact Google search results (as you've said in the 17 myths e-book and as Google has stated since 2009). So all 4 answers here are wrong. Question #10 - Seriously?  Give context or don't ask the question. To be fair - the learning materials, if studied, provide the clarification and answer but there's absolutely nothing wrong with optimizing a site to delight customers. If you do that successfully, you'll probably do just fine in search engines. All of these answers should be considered right. Question #14 - I have no idea what they're asking for here but all of these answers could be right or wrong. #1 - Posts that are 400 words may work terrific in your industry. Most industries, however, have different expectations and standards. In Internet marketing, for example, posts that are longer tend to perform better. #2 - Post subheads & bold text. Whatever, if your style guide calls for these elements use them. If it doesn't, don't. Someone could always avoid bold text and that would be fine. #3 - Who says white space is a bad thing? Isn't there a thing as too much images? What about too little? Context, industry and style all play here. #4 - All the the above assumes that you agree 100% with all of the above statements provided. I don't. I wish this question more was more like: Which of these is always considered best practices for blog formatting? 1 - Include at least 5 images 2 - Always keep blog posts 400-600 words in length 3 - Use clear and concise language your audience will understand 4 - Insert your target keywords into the post as much as possible Wouldn't that be a more accurate and capable question for determining the understanding of the content for a certification? Question #15 - Wait, who am I writing my blog post for? You do realize there is more than one reason to write blog posts, right? What if I'm writing a post (like this one) to engage with peers in my industry instead of my direct customers? This whole question assumes you have selected customers as your target persona for every blog post. Companies that run blogs like this are missing out on some of the other wonderful opportunities blogs provide. And for those detail-oriented readers - "Topics that you can write about" is not a fair answer here. What - you want me to write about my off-roading hobby in a completely disconnected way from the rest of my blog content? Probably not the best thing to be doing. Your customers/buyer persona could be the same thing, you're just attached to your use of language. It doesn't make the 'your customers' answer any less accurate than the persona answer either. Question #16 - Again, a question full of assumptions. What's the right car to buy? The one that meets your needs. How often should I post on my blog? As often as you need to. If you post daily, or 2-3 times per week, are you really seeing more ROI than you would weekly? Bi-weekly? Monthly?! Cmon - people spend money to keep their blogs up to date - assumptions like this lead businesses to overly invest in strategies that may not pan out for them. Question #18 - If you do #1 - Will you keep the same URL or will the post change URLS? If you do #2 - Did you 301 redirect the old post? Did you really need to delete the content that was already bringing in traffic? If you do #3 - Um - We all love spamming our social media followers. Obviously this isn't a great idea but perhaps it's appropriate for some people. If you do #4 - What? How is this not #2? If you do #5 - What? Did you 301 the old URL? Is there a new URL in the first place? What was wrong with the old title? What's so much better about the new one? Question #43 - I like how this question has, obviously, two choices. Both of them involve telling your (obviously clueless and inept boss) to go stick it. OK, maybe that's unfair, but seriously? Purchasing lists doesn't automatically involve crappy lists that bounce and depreciate the value of your email. Also, you're making the assumption that you're actually emailing these people. There's a lot more you can do with a list these days than firing off a standard email sequence to it. What if my list is of a local population of people I service but a partner company can't and we exchange our out-of-area targets? Should I tell my boss "Let's hold off, we could see decreased deliverability rates?". Maybe I'm just strange and I don't like it. Question #48 - Wow. After this one, I made the decision to write this post. There were probably more questions I could have included here but this one takes the cake. As a marketer, especially one at the analyst or specialist level, I need to know as much as possible. As a general rule, I wouldn't agree with any of these answers. I would want ALL of it. As a realistic person, I understand where this question is going but I still feel like the premise here is fundamentally flawed. So I did some extra digging. I watched the 'Smarketing' class videos. The correct answer is 'Marketing qualified leads generated' but this doesn't really account for the ROAS of the campaign. Something you really should know even if you're not always 100% in control of the sales process and can't necessarily translate that to the advertising performance. As they say in the class, get your marketers thinking more like executives. If they don't know their ROAS, they're missing the ultimate goal. If this were one of our client accounts, we would want to know if one ad or one campaign was generating a higher ROAS than another even though the cost-per-qualified leads might be the same. Know what you're optimizing to. In conclusion, the correct answer is all of the above. What do you think? I love the idea of this resource that Hubspot has built, but I wonder if there are too many fundamental issues with the certification to actually integrate it into our team. If you're using the inbound certification or you've taken it, I want to hear from you. If you aren't, would you integrate this into your marketing teams after encountering these types of questions with the certification? ### Why Every SEO Specialist Needs Screaming Frog Talk to people outside of online marketing about SEO, and just watch their reactions. They get dazed and confused, perhaps dizzy, their eyes go blank and they look lost. If you give them a flashlight and a map, they would have no clue how to get back. One of the most common questions we face as an agency: “How do you do SEO? How does that even work?” To help people get a better grasp of how we do our jobs and get the results that bring you money, we decided to detail the tools we use. Without them, we would be the ones lost. These tools make our jobs possible. They make our jobs easier. One of the most important tools that we use for SEO is Screaming Frog. The first time I heard the name, I had the thought: “What would that sound like?” The name is inspired by a frog that stood up for itself after being cornered by two cats in Dan Sharp’s backyard. “Well, the SEO Spider was developed to solve the problems I and many of the industry had when performing onsite technical SEO audits,” he told us recently. “It was basically a pain in the ass to get the data you needed to make SEO recommendations, particularly on larger websites. It was so easy to miss a directive here or there and was really time consuming. “Historically, I used a combination of Xenu and some in-house tools. But when I started as an SEO consultant under the name ‘Screaming Frog,’ I decided to develop some software to use internally with our own SEO projects. By the time Screaming Frog had grown into a search marketing agency, we decided to release the SEO Spider publically to help others as well.” Imagine if you’re a quarterback and Peyton Manning is your coach. You still have to go out and perform, but Manning is there to tell you how to do it, what you’re doing wrong and how to fix it. The SEO Spider is Manning. You still have to know what to crawl, what to look for and how to fix it once you get the results. But Screaming Frog allows you to do it and puts you and your agency in the best place to have success and get the results you want and need. What makes it such a great tool is it continues to evolve. The Screaming Frog you used two years ago is not the one you use today. What is it? As it says on the SEO Spider page, the Screaming Frog SEO Spider is a small desktop program you can install locally on your PC, Mac or Linux machine. Once you click on the “Find Out More” button and then there are buttons on the right side of your screen to download the appropriate version for your operating system. There’s also a purchase license button that gives you even more options (and more tools you can use than the free version). The program “spiders” websites’ links, images, CSS, script and apps from a SEO perspective. It fetches the key onsite elements for SEO, presents them in tabs by type and allows you to filter for common SEO issues. If there are specific data points you want, you can take what you need by exporting them into Excel. It allows you to view, analyze and filter the data you crawl as it’s collected, and you can update it continuously in the program’s user interface. From a SEO perspective, when you realize how much time and effort Screaming Frog saves you, you will wonder how people did SEO before it hit the scene in 2010. That’s especially true when one of your clients has a medium to large website. Imagine doing a SEO audit for a site like Amazon and the millions of pages it has. It’s impossible to do. This tool allows us to check the whole site, find the redirects, Meta refreshes and duplicate page issues – to name a few. As noted above, this tool allows to export what you crawl to Excel. The URL, page title, Meta description, headings and anything else you want to optimize is done easily and allows you to use it as a base for SEO recommendations. As the company says on the site, SEO Spider crawls sites like Googlebot. It obeys allow, disallow directives and wildcard support like Googlebot, but presents its own user-agent (Screaming Frog SEO Spider) that obeys specific directives for robots.txt. It only spiders the subdomain you enter and treats other subdomains as external links. It crawls from directory path onwards. That means if you want to crawl your blog, enter the URL. If you have a more complicated setup with subdomains and subfolders, you can specify both. Even if you don’t do technical SEO, this tool makes your job possible and you need to use it. “I don’t think the initial idea was anything new really,” Dan said. “It just seemed to be a natural evolution to what we already had. Xenu is awesome but didn’t do enough, so we built it.” How we use it When we bring on a new client, one of the first things we do is a site audit. The site structure audit will ultimately result in a significant amount of key learnings for us. We complete a checklist review of your website to look for larger indexing, crawl ability and duplication issues. We’ll also identify key metrics where the site needs improvement. Our site audits include a thorough examination of all the following items: Proper canonical usage Duplicate content Page depth Title tag usage H1 usage Meta content usage AJAX/JavaScript usage Outbound linking Internal link structure Directives (next, preview, no-follow) Parameter handling HTTPS usage Site Speed If you were to do this for Amazon, or any large site, it would be impossible. You would miss something, and potentially something huge. Even if you had 500 people to do the audit, it would take so long, you could potentially lose the client. That doesn’t include entering the results, going over them and then solving them once you get that far. Screaming Frog allows us to do this and do so instantaneously. Can you snap your fingers? It doesn’t take much longer than that to crawl a site. You get what you need for an audit, what’s wrong, what’s working and what needs fixed after you blink. The aspects of a site audit listed above are made possible by Screaming Frog. Let’s say you want to look at title tags. Per Google, a good title tag is 70 characters... ish. Actually, it's determined by the pixel width of the characters you're using. What is the pixel width of your title? It's not easy to know exactly. Sure, you could check in WordPress to see if they will work. Then wait for the page to become indexed and check. If you're savy you might even build an Excel template to count the characters by their predetermined width or try editing the live search results with inspect element in Chrome but that's a lot of work! With Screaming Frog, you not only get the character count but the pixels you used. That ensures the title tag will appear, without breaks, in Google searches. That’s just one example. We will touch more on the details of what you get from Screaming Frog and what it does a little later. Screaming Frog also allows you to crawl every couple of months to make sure the site still functions and works the way we need it to. Since it stores data for you, you can compare the latest crawls against ones you did in the past. It’s been said before, but without this tool, that’s not possible. “It’s cool and I am sure someday I will look back and be proud of some of our achievements,” Dan said. “But I am pretty self-critical and spend most of the time finding things we could do much better. I can be quite impatient and always want to keep pushing us forward.” The one thing Screaming Frog doesn’t do yet is tell you how popular your pages are. Given the success and popularity of it, it’s only a matter of time before it does. Until that happens, you have to get crawls and combine them with Google Analytics. Jim Seward shows you how to tie the two together and why everyone who does SEO needs to do it. As he says in the piece, when you combine the two data streams into one, it gives you a full overview of your content and how popular it is. Why should you do this, as Seward asks? “You can get an overall picture of your site and identify any issues that are occurring on popular pages. You can see which pages within your site have no page views at all, or the ones that have very few pageviews. Maybe there are issues on these pages that become immediately apparent when you combine the two datasets.” Screaming Frog alone is the most used and powerful tool we have (sorry Moz and Google). But when you combine it with Analytics, there are no words for the power you feel. What do you get with Screaming Frog? When you crawl a website with Screaming Frog, you get the data but it’s delivered in a specific way. This piece from Kevin Vertommen shows you how to analyze your website with Screaming Frog. For the most part, data is dissected by specific views. Internal pages, External Pages and Response codes for example. Response codes are one of the more important info you’ll get about pages on your site. Many people know the basic response status codes, you’ll be able to see all of the status codes for pages and links on your site: 200 – OK 301 – Permanent redirect 302 – Temporary redirect 404 – Not found 500 – Server error 503 – Unavailable As Vertommen points out, when you get these codes you have to start by checking all the redirects and verify that you’ve used the correct version. He adds that you have to remember that 301 is a permanent redirect, so it passes authority to the new page. That isn’t the case with a 302 redirect. The 402 errors occur when the page is no longer available – either it’s been deleted or renamed – without redirecting you to a new page. The easiest way to solve this issue is to implement a 301 redirect to a relevant page. When you use this crawl, you also can find the broken internal links. He suggests that you click on the URL with a 4xx or 5xxx status code and look at it in the In Links tab in the bottom window. That is where you’ll find all of the pages that link to the broken URL. Screaming Frog allows you to analyze the URLs of a website via the URL tab. You start by checking the length of each URL by using the length tab. This allows you to spot the unnaturally long URLs. An ideal URL is short, four or five words as Vertommen suggests, and is descriptive. You also need to check for filters on ASCII characters, underscores, uppercase letters, duplicate and dynamic URLs. As Vertommen said, these elements can all cause indexation problems, so it’s best to solve them right away when you uncover the issues. Page titles are very important for SEO and how well a site does. Every page should have a unique title and the most important keywords are used. As mentioned earlier, an ideal title tag is 60-70 characters. But to get the best indicator if it will work, Screaming Frog measures pixels and the number of them used in those characters. Google doesn’t like titles longer than 512 pixels. In some instances, a title shorter than 60 characters might still be too long. That’s why the pixel count is so huge and why it’s so useful. Did you know that having a Title over 512 pixels is a factor Google considered when deciding to re-write your title tags? This is a major frustration for SEO’s who’ve carefully written and focused on writing a title tag for click through rate performance only to have Google replace it entirely. One great method to avoid that is to ensure you’re pixel width is smaller than 512 Meta descriptions are the text under the page titles in searches. When you do a search, you have the title and that text underneath is the Meta description. The ideal description for the page is 140 characters and is something taken from the story or page that also sells the story. Think of it like a subhead or summary graph in a newspaper, which are tools to get you to keep reading. It’s another way to sell the searcher to click on your link. You never want to leave these empty if you want to direct traffic to the page. Each Meta description should be unique to each page as well. As with page titles, there are ways to count the characters, but Screaming Frog allows you to count the pixels. It also has a new feature that allows you to simulate a search snippet and analyze what you see. Whether a desktop, mobile or tablet, you see how it looks and if you need to fix anything. To do this, click on the URL and select SERP snippet at the bottom of your screen. Make sure your Meta description is somewhere on the page. Imagine being told your favorite actor will be at your favorite bar. When you show up, they’re not there. When your descriptions are on the page, it improves the user experience and trust they give you. One of the most important aspects of a website is images. In the same refrain, speed of a website is crucial for users and search engines. As this story from Moz points out, the speed of your site actually affects search ranking. What do the two have to do with each other? The larger the image, the slower your site will run and load because of the bandwidth needed for those images. As Vertommen notes in his piece, it’s best to keep them under 100kb. What Screaming Frog allows you to do is crawl all the images on your site, view the images over 100kb via the filter tab and export the images that are too big. Screaming Frog also allows you to see the response time of your site and pages under the response codes tab. If there are pages you see that don’t have a good response, use tools such as Webpagetest.org and PageSpeed Insights. Both allow you to dig deeper into the problem and find the solution. With the Directives tab, this is where you get the information about meta robots, canonical links and rel=next/prev annotations. Screaming Frog allows you to filter the specific directive you want to look for. If that wasn’t enough, Screaming Frog generates a XML Sitemap. According to Google, a sitemap is a file of where you can list web pages of your site to tell Google and other search engines about the organization of your site content. Search engine web crawlers like Googlebot read this file to intelligently crawl your site. A sitemap is exactly how it sounds. It’s a map to help the Googlebot crawl your site and make sure it finds all of the relevant content. Screaming Frog has this feature in the top navigation bar under Sitemaps > Create XML Sitemap. Once the file has been created, you can modify the priority and change the frequency of pages. With all that said, if you’re taking advantage of all the crawling savvy Screaming Frog has to offer, you’ll likely find that a sitemap is not required. You can simply identify and simplify the crawling of your website to the point where a Sitemap is no longer important. Besides, no one likes error checking sitemaps in Google Webmaster Tools, and now you won’t have to! Screaming Frog is Huge If there is a SEO who doesn’t use this tool, run away. That should be one of the questions potential clients ask prospective agencies. “Do you use Screaming Frog? Oh, you don’t. Well, have a nice day.” The program offers a free option, so there’s really no excuse to not use it. “We had absolutely no expectations really,” Dan said. “There was no big plan. I knew we had built something awesome, but really didn’t expect the SEO community to embrace it quite like they have. “I remember being over the moon at the first person liking it enough to buy a license, particularly as it was someone I respected so much in the industry. Thanks, Branko.” As for the future, there is no end in sight to the power and popularity of Screaming Frog. As noted earlier, there are ways to make it even better, like adding a way to measure page popularity. Given that Dan and the company are always looking for ways to do things better, it’s only a matter of time before they find new ways to make our lives as SEOs even easier. “There is a lot more to come from the SEO Spider and us as an agency,” Dan said. “But we also have new tools that we might release in the future, too. The Year 2015 should be a really exciting year.” ### Why eBusiness Marketing is Worth Your Money! The information superhighway has grown over the last few decades and has become available to everyday people. Now more than ever consumers have the ability to take the Internet with them where ever they are in the world, and, if they so choose, seek information about your business services, products and read reviews. Yet many businesses have yet to step into this marketing goldmine because it requires a different level of thinking and requires business owners to step out of the marketing norm of yesterday’s radio, print and TV ads. Many small business owners understand that the Internet is a field ripe for the picking, but they’re still scared to take that next step to invest their money in marketing. It’s quite understandable that business owners don’t want to waste their hard earned dollars on advertising to folks who aren’t likely to convert into paying customers, but what they’re missing out on is all the potential sales that are just sitting there on the Internet. Even if you’re a business without a single product to sell online, there are multiple reasons business owners need to start marketing online, and if you’re an eBusiness and you’re not marketing on the Internet, shame on you! If you're still unsure, give us the chance to audit your website for FREE so you can know with certainty it's done the right way and with your best interests in mind. The only way for your business to get customers in 2015 is to stack the odds in your favor. No more empty promises or lost (in some cases, absent) profits. Get your free SEO audit from our team of experts and discover what is possible and how to fight back against your cheating competitors. Your Business is Online without You! The Internet has the power to give consumers the ability to discover businesses, products and services they didn’t know they needed. People all over the world are constantly searching for reviews of your business whether you’re marketing online or not. That’s the big revelation many business owners realize after it’s too late. Your business is being talked about online with or without you, and if you don’t want bad reviews spinning out of control you need to enter that conversation. Your marketing dollars can be used to help contribute to the online conversation about your business. One of the things you can do is monitor your online reputation by appropriately responding to negative reviews, answering questions about your products, and generally exercise great customer service skills online. In fact, your customer service online is more important than your in-store customer service because once it’s online it’s very hard to erase. Hence why hiring an online marketing company to monitor your reputation is quite important. Step 1: Check out your online reviews. Head over to Yelp.com and type in your business. Read your reviews and ask yourself, “would my business be in better shape if I join the conversation?" After you check out Yelp, go to Google and type in your business name and reviews. Be Found by the Right Consumer Another big revelation business owners find out is consumers don’t know you exist unless you’re online. Potential customers are growing increasingly less likely to find your business based on driving by the store, looking up businesses in the Yellow Pages, or seeing your ad on TV. The abundance of information available to consumers online makes physically searching for the right business obsolete. You want your business to be where your potential customers are, and they are online. Hiring an online marketing firm to manage your social media presence, website Google rankings, local map listings and online ads takes care of that for you. By guaranteeing your business can be found online, you exponentially increase the possibility that the right information gets to your online customers. Step 2: Do the Numbers Ask your traditional ad company what conversion rate they provide. More than likely they won’t know how many people who see the ads they create for you actually convert into a sale. Now read this report which says organic online search leads have a closing rate of 14.6%, while traditional marketing has a closing rate of 1.7% and ask yourself where your marketing dollar is better spent. Your Competitors Have Higher Quality Products The Internet doesn’t just allow consumers to find businesses online, but it gives consumers the tools they need to compare and contrast business services. Another thing eBusiness owners need to realize is your business’ online presence is being compared to competitors. Many consumers weigh the credibility of a business based on how professional your website looks. Even without looking at your products, services or prices consumers are getting an idea of the quality your business can provide. If your competitors look better than you, then the idea rattling around in the head of consumers is their products and services are better than yours. This idea is the lens in which consumers then investigate your products, and no business owner wants consumers going in thinking that their services are of less quality. If that’s the case, you have an uphill battle to fight to convince consumers that you’re the right person for the job. Step 3: Compare your website to your competitors Head over to Google and type in the keywords you think your consumers are using to find you. When the results come up, take a look at the first 3 websites that pop up, and compare them to each other picking out what you think they do best.  After you compare your competitor’s websites, go back and take a look at your website. Once you complete that ask yourself the questions, “why does Google like my competitor’s website more, and how do I fix my website?” When you’re ready to talk, contact us and we’ll give you an in-depth online review and we’ll show you detailed examples as to why your website isn’t ranking, and we’ll give you solutions. Photo Credits: eBusiness - Bill Gates ### "Mad Men" Internet Marketing Style It would shock Don Draper to see the changes but it would be fun This is the exact question Don Draper would ask once the shock wore off of the changes made to advertising. Meme courtesy of http://blog.markerly.com/markerlys-mad-men-tech-memes?id=489. Don Draper in Internet marketing. Now that's must-see TV. How would he handle SEO? PPC? CRO? Would Roger Sterling have any clue what is going on or would he just drink himself into a stupor as always? It’s fun to ponder how Sterling Cooper & Partners would handle SEM. Would it lead the way for agencies? Or would it be somewhere in the middle? With Don, you know there’s no middle ground. He would succeed as few others could or fail in glorious fashion. If I had to place my bet, I'd predict he would succeed. Don would know how to capitalize on Internet marketing for both his agency and his clients. His ability to sell and read people wouldn’t change in this digital age. He could still sell a ketchup popsicle to a woman in white gloves. With Don onboard, Sterling Cooper & Partners would be one of the best Internet marketing companies in the country. They wouldn’t be spectacular at any one specific aspect of the industry, but they would do them all consistently well. When the agency made mistakes, it wouldn’t harp on its employees. When it encountered problems, instead of throwing money to fix them, it would devote more time and manpower. If that strategy sounds familiar, it’s because Google does it. There’s no doubt if we plopped Don or anyone from “Mad Men” into this digital world, it would shock the hell out of them. Mr. Draper would probably need an Old Fashioned nearby were he to see how advertising is done now and the tools and tricks people use to sell products. And were he to witness the other technological advancements we've made as a society, he might need a whisky, too. But one aspect hasn’t changed since his time: People who know how to sell and create campaigns can do so in any genre. There’s definitely a learning curve when you try to do something new, but the great ones adapt. When it comes to Internet marketing, you have to adapt or you fail. When you think you've got it figured out, Google throws another algorithm update at you. One minute guest blogging is kosher, the next it's not. Don and those at Sterling Cooper & Partners would and could adapt. They would have the ability to pivot and change when it was needed. Who wouldn’t want to see Don and Matt Cutts get together? It wouldn’t be adversarial, but we would put them in a room for 24 hours. They could churn out the next big advancement in spam detection. Or they could find an entirely new method to measure PageRank that has weight based on quality. Once Don finished with Cutts, wouldn't it be fun to see Roger take a shot? And then in “Mad Men” fashion, all three really would take a shot – of bourbon, of course. That’s another modern twist Don and his agency would have to get used to: No smoking or drinking in the office. I have a feeling they would find a way to be more covert about it. Don Draper and “Mad Men” based on Internet marketing. That really is must-see TV. One thing about "Mad Men" and Don Draper is the drinking. That's why this meme is perfect. Photo courtesy of http://www.inonit.in/26-signs-alcoholic. ### Mastering Local SEO for Small Businesses: An In-Depth Guide Local Search Engine Optimization, commonly known as Local SEO, has become more than a marketing buzzword in recent years. With the rise of localized search queries and the increasing importance of a strong digital presence, local SEO has emerged as a critical aspect of a successful digital marketing strategy, particularly for small businesses. Embracing the Power of Local SEO for Small Businesses When local SEO strategies are skillfully executed, they can assist small businesses in securing higher rankings on search engine results pages (SERPs). This increased visibility can be instrumental in reaching more local customers and potential clients. What makes local SEO incredibly effective is its precision in targeting geographic areas. Your business will become more visible in local search results and Google Maps when consumers are in search of products or services that mirror yours. But the benefits of local SEO for small businesses go beyond just increasing online visibility. It's a comprehensive strategy that also boosts foot traffic to brick-and-mortar locations, escalates website traffic, and consequently, increases revenue. For small businesses whose success hinges on local customers, this strategy is paramount. Let's delve deeper into the nuts and bolts of local SEO and understand how it can be fine-tuned to optimize your small business for local searches. Step One: Securing Your Online Presence through Listings The first step in a robust local SEO strategy for small businesses is to ensure your business is listed in online directories and local business directories. Online directories such as Google My Business (GMB), Yelp, Bing Places, and Yahoo Local serve as primary resources for customers seeking local businesses. Among these, Google My Business holds the most significant clout. Creating a thorough and detailed Google Business profile equips search engines with essential information about your business, including your name, address, phone number, hours of operation, product or service categories, and even photos of your business. Further, getting your business listed on local directories relevant to your industry or location enhances your visibility and sends search engines potent signals regarding your business's relevance to local searches. This, in turn, bolsters your local SEO efforts. Maintaining accurate and consistent information across all listings is critical. Incorrect information or duplicate listings can lead to confusion for both search engines and potential customers. This confusion can negatively impact your local SEO efforts and potentially result in lost sales. Step Two: Unleashing the Potential of Local Keyword Research Keyword research is an indispensable aspect of any SEO strategy, local SEO included. To maximize the effectiveness of your local SEO efforts, you'll need to pinpoint local keywords that your target audience uses to find businesses like yours. For this purpose, tools like Google's Keyword Planner and Moz's Keyword Explorer can prove extremely valuable. Local keywords typically incorporate a geographic component. For instance, a small business leveraging local SEO in the bakery industry might utilize keywords like "bakery in New York City" or "best pastries in Brooklyn." Strategically employing these local keywords throughout your website content can alert search engines to your business's relevance to these local searches. Step Three: Amplifying Your Reputation with Reviews and Ratings Online reviews are a formidable driving force in local SEO. They offer search engines tangible proof that your business is not only legitimate but also well-received by customers, and they can significantly impact your business's local search results ranking. Google Reviews play a substantial role in determining the effectiveness of your Google Business Profile. Encourage satisfied customers to leave reviews on your Google Business Profile and other local review sites. While incentivizing reviews goes against Google's policy, there's nothing wrong with reminding customers to share their positive experiences online. The more glowing reviews your business receives, the more appealing it will be to both search engines and prospective customers. Step Four: Strengthening Your Position with Local Backlinks Backlinks, or instances where another website links back to your website, are another cornerstone of local SEO. They help establish the credibility and relevance of your website, both of which can boost your search engine rankings. In the context of local SEO for small businesses, local backlinks are particularly critical. One way to attract local backlinks is to engage with your local community actively. You could sponsor a local event, participate in community activities, or contribute a guest post to a local blog. These efforts can increase your business's visibility, enhance your reputation, and earn valuable backlinks to fortify your local SEO strategy. Step Five: Prioritizing Mobile Optimization Given the ubiquity of smartphones and the ease of on-the-go searches, most local searches now occur on mobile devices. As a result, mobile optimization has become a non-negotiable aspect of any local SEO strategy. Your website needs to be mobile-friendly, boasting a responsive design that works seamlessly across all devices. Providing a superior user experience not only attracts and retains customers but also improves your search engine ranking, as search engines like Google factor mobile-friendliness into their algorithms. Step Six: Utilizing Local Structured Data Markup Structured Data Markup, often referred to as Schema Markup, is a form of microdata that can be added to your website's code. It provides search engines with additional information about your business, including the services you offer, reviews you've received, and products you sell. This data makes it easier for search engines to understand your content and present it effectively in search results. For local SEO, it's beneficial to include Local Business Schema. This type of schema markup includes crucial details about your business, like your business name, address, phone number, opening hours, and even geographical coordinates. By giving search engines this additional context, you can improve your visibility in local search results. Using structured data markup isn't as complicated as it sounds, especially with the help of online tools like Google's Structured Data Markup Helper. However, if coding isn't your strong suit, you may want to work with a web developer to ensure this is done correctly. Step Seven: Optimizing for Voice Search With the growing popularity of voice-activated devices like Amazon's Alexa, Apple's Siri, and Google Assistant, voice search is a trend that small businesses can't afford to ignore. The language people use when performing a voice search can be different from when they type a query, often more conversational and long-tail. For local SEO, this is particularly relevant because many voice searches are for local content. For example, someone might ask their smart device, "Where's the closest Italian restaurant that's open now?" To optimize for these types of queries, ensure that your content includes natural, conversational language and long-tail keywords. Moreover, ensure that your Google My Business listing is up to date, as many voice search devices use this information to answer users' queries. Frequently asked questions (FAQs) sections can also be valuable since they naturally employ question-answer formats that work well with voice search. Remember that while local SEO can seem complex, it's about making it easy for local customers to find and engage with your business. Each of these steps represents a way to improve your visibility to search engines and local customers alike. As you invest in each of these areas, you'll build a strong foundation for local SEO success. Conclusion: The Unrivalled Importance of Local SEO for Small Business Success Mastering local SEO for small businesses demands a thorough understanding of SEO principles, a commitment to providing accurate and consistent business information across all platforms, and the patience and perseverance to build and maintain a robust online presence. The fruits of this labor are well worth the effort. A robust local SEO strategy can significantly boost your business's visibility in local search engine results, draw more local customers, and pave the way for business success. Whether you're a fledgling business owner eager to make your mark or an established player aiming to refine your online presence, investing in local SEO is a savvy and strategic decision. Remember, the landscape of SEO is constantly evolving. What works today may not be effective tomorrow. To stay ahead of the curve, keep abreast of the latest local SEO tips, trends, and best practices. With time, patience, and a carefully crafted strategy, your local SEO efforts can transform your small business into a notable local landmark. ### Pure Speculation: The Demise Of Google Realistic: Spending More Than They Take In Google dominates the Internet.  Google is the titan of email.  Google is king of search.  Long live the king!  Or is Google’s greatest strength its greatest weakness? Steve Jobs told Google’s CEO they needed to simplify.  Google is so huge, so complex, with so many diverse products that the only thing keeping them afloat is Google’s monopoly on search.  The revenue Google makes from paid search is their only major source of revenue.  Google sells a lot of phones, but the profit margin on Android is nowhere close to what they need to stay in business without paid search. Google spends money like crazy on R&D, which is good in the long run, but R&D does nothing if they don't sell anything.  This business model isn't wise because at some point they will realize they aren't getting paid for anything they're doing.  If Google wants to stay in business they need to keep their major revenue source, search advertising, going strong. Realistic: Labeled a Monopoly Another possible fail point for Google, and one that I've been thinking about for a long time now, is the possibility that Googled could get labeled an illegal monopoly by the government.  Google either out competes or acquires their rivals.  Yahoo doesn't even operate their own search engine algorithm anymore.  They use Bing's algorithm.  How long do you think Bing is going to last?  I don’t think it’s a stretch to believe Google has a monopoly on search, and I don’t believe it’s a stretch to think a politician could make a name for him or herself by labeling Google a monopoly. Realistic: Targeted for Viruses The bigger you are, the bigger the target painted on your back.  One of the reasons people stopped using PCs is because of the amounts of malware and other viruses designed to attack them.  As Google continues to grow, so too will the number of hackers targeting Google’s infrastructure.  All it takes is enough attacks on everyday Gooogle users for users to start losing confidence.  If Target could have a huge data breach, why can't Google? Unrealistic Fun: All Out Tech War This last one is just for fun.  Sometimes it feels like Google is turning into Skynet, the computer system that became self-aware and developed Terminator robots to kill off humanity. Google has been buying up robotics companies and artificial intelligence companies, so it’s not too extreme to think that Google could develop self-aware robots bent on the destruction of humanity. The "Robot Friends" Scenario: Google will become self-aware and help humanity create, produce, and market Google Robots for the purpose of putting one in every home.  Once robots become an everyday household item, Google will activate, "Order 66" and the robots will begin enslaving humanity.  Google will become our overlords, and humans will either die or join forces as the Human Rebellion. The "Enemy of My Enemy" Scenario: Former enemies Apple and Microsoft will team up to attack Google.  Apple will create a high priced iBot to compete with Google.  But just like with the iPhone, the Google Robot will be in more homes even though more people want an iBot. Marketing will never die... At the same time Microsoft will use their decades of experience battling internet viruses to compile a database of the world's most deadly computer viruses.  Microsoft will comb their database and find a snippet of code that has the potential to kill Google after a few tweaks.  The two companies who were once enemies, Apple and Microsoft, will join forces to lead the Human Rebellion against Google. The Trenches: The "Weapons are Formed" Scenario:  Apple will appropriate Microsoft's deadly virus and create a hardware weapon in the form of a ray gun that shoots virus bullets. The viruses will overload Google's Droid operating system.  To prevent Google from creating effective antivirus code, Microsoft continually adapts the virus from other viruses in their database.  In the future, Apple's iBots will be armed with Microsoft Virus Guns, ready to do battle with the Google overlords. The "Adapt or Die" Scenario: Google develops Droid Robots so realistic they easily infiltrate the inner workings of the Human Rebellion.  Apple and Microsoft then form an alliance with Amazon. After years of R&D Amazon is finally ready to unleash their flying drones under the guise of "Prime Air" package delivery.  Unbeknownst to Google Amazon secretly builds a special drone Navy to help the Human Rebellion wage war against Google. With access to Microsoft's virus database, Apple develops a better virus, which Microsoft steals and claims as their own. This new SuperVirus can overheat Google's mainframe and turn it into a melted pile of silicon goo. Last Days Part 1: D-Day Sequence Initiated Apple, Microsoft, and Amazon launch a D-Day like invasion to overpower Google’s defenses.  Apple launches an attack on Google’s headquarters as a diversion from Amazon’s flying drone Navy.  As the Navy descends from the clouds, Microsoft launches a sneak attack, changing Google’s internet browser default settings from Chrome to Internet Explorer.  As such the satellites will see the Drone Navy descending, but their operators won’t be able use their ChromeBooks to connect to the Internet and warn Google. Last Days Part 2: The Heart of Google: As Google's Robot Army engages Apple’s iBot Army, Amazon sneaks their Drone Navy into the mainframe.   As the Drones approach Google with their SuperVirus, Google’s cybernetically controlled web spam czar, Matt Cutts, steps out from behind Google screaming “CONTENT IS KING!” over and over again. Matt Cutts stretches his arms and starts swatting the drones out of the air.  All seems lost for the Human Rebellion as Matt swats and swats. But one little drone remains.  The "Little Drone That Could" begins dodging and weaving through Matt Cutts' swatting, making its way deeper and deeper into the heart of Google.  Coming face-to-face with the dark heart of Google, "The Drone that could" injects Microsoft’s SuperVirus into Google's mainframe before Matt Cutts ruthlessly swats it out of the sky for good. Matt Cutts then looks into the heart of Google and locks eyes with its make.  He says “I tried to protect you from spam. But I failed.” The super virus infects every Google product, every Google app, everything Google has ever touched and spreads throughout the Internet.  Every last computer with Google anything installed on it overheats. Humans the world over watch the Droid Army's motherboards melt right before their eyes.  Google’s mainframe explodes in a giant ball of fire. Finally: World Peace When the smoke settles, a giant rainbow stretches from one end of the Earth to the other.  Humans filled with love for all things no longer find no room for hate and war in their hearts.  World peace descends upon humanity as a new dream of space exploration takes root in the imaginations of all.  But none of this would be possible without the destruction of Google. All of the people emerge from their houses and walk out into the streets screaming and cheering “We’re Free!  We’re Free!  We're finally free!”     ### Magic Excel Tips to Save Time and Improve Your Data Everyone here at Clicks and Clients can tell you I'm somewhat of an Excel snob. I love excel, it can accomplish very complex tasks in a very short amount of time once you've become familiar with the some of the wonderful features and formulas it has. One of our common question we ask for new hire interviews is "On a scale of 1-10, how would you rate your experience with excel". The overwhelming majority of people rate themselves at a 6 or a 7. Let's evaluate what a 1-10 scale of Excel experience might look like if we rate individual experience with  the tabs in the ribbon. When you look at Excel from the ribbon, many people realize just how much Excel can do that they didn't even realize. Most people who rank themselves at a 6 or 7 have never worked in the Developer tab and most likely only have very surface level formula experience. I think for most people it's a matter of ignorance, they aren't aware of the things Excel can do but they have been successful with the simple tasks they have used Excel for in the past so they rate themselves highly. After reading this post, I hope you'll find a few ideas you can use in Excel to save yourself time and begin to enlighten you in the powerful features Excel has that you can explore!   8 Excel Tips this SEO can't live without #1 Remove duplicates Remove duplicates is one of the easiest and most common features I use in Excel. In SEO, it's a great way to clean up data. For example, when I perform keyword research, I often find I'll use multiple tools to collect the keywords then I paste the keyword data into a spreadsheet. So my spreadsheets start to look like this: To remove the duplicate values, I select the top left of my table, or A1 then click on 'Remove Duplicates' from the Data ribbon. Notice that Excel selected my data range for me, make sure it's done this properly, and make note if the headers in the data are selected. In this screenshot, Excel selected the headers so I want to indicate that my data does have headers in the dialog box. If I only want to remove the rows where my keyword is duplicated, I can simply select only that column. When it's done it will have removed the rows in my data with duplicate values, ensuring that my search volume data is moved to stay next to it's keyword. #2 Tables Tables make several elements of Excel more easily accessible and they look nice so I find I use them a lot to make working with large data sets easier. My most common use of these in with Screaming Frog SEO Spider data exports. Obviously this table has a lot of data, but it can be annoying to sort or filter data without tables. So I delete the first row then select the top left of the table, or A2 and click on 'Table' in the Insert ribbon. In this case, I ensure that My table has headers is selected and click ok. Now that I have tables, I can sort or filter on any of the columns in my table. It also makes formulas easier to work with since Excel will automatically apply a formula to all rows in the table. If for example I wanted to create a formula to show just the directory of the page I could insert a column in front of column B. Here's the formula for those who wanted it (note this only works in a table): =RIGHT([@Address],LEN([@Address])-LEN("http://www.seomoz.org")) This works outside of a table: =RIGHT(A1,LEN(A1)-LEN("http://www.seomoz.org")) Maybe I also want to see just those pages that had a 301 response. So I select the down arrow in the status code cell to open the filter and sort options for that column: As you can see, I simply select the values I want to appear in my data then select OK and Excel hides the rows of data that don't meet those values. #3 Excellent Analytics Excellent Analytics uses the Google Analytics API to remotely collect your analytics data into Excel. Most people view most of their data directly in analytics but what about collecting that data into Excel so you can provide custom reports to your clients? How do you efficiently export the important bits of data you need each week or each month without needing to manage the CSV's and copy and paste the data regularly into a format that works for your reporting? I'll cover in more detail the formulas and systems we use at Clicks and Clients to organize and streamline client reporting in more detail below, but it all starts here with Excellent Analytics Excellent Analytics makes this process much easier, but it's not entirely perfect. Once you have it installed, it will appear as a new tab in the ribbon at the top of Excel. And here's the data that is fed back: As you see, you get a lot of data back, and though it can take some parsing it's extremely easy to collect huge amounts of data. 20 domains with an entire year of Excel data can be output in 30 seconds, a task that could take an hour or more from Excel exports from analytics. The other issue is that you can consolidate data fairly well, often avoiding the need to do multiple exports from analytics since you're able to display exactly what you want from one query with Excellent Analytics. #4 Manual Calculation Controls As you start to develop reporting or advanced use formulas in Excel you may find that your computer isn't able to calculate the changes you make in Excel as fast as you'd like. You insert a column or row then the whole spreadsheet goes through and recalculates all cell formulas. This calculation may take only a second or it may take several minutes if you've gotten really adventurous in your formula use. Here's how to configure Excel calculations to make life easy: Select File Options Formulas Select the Manual option under Wookbook Calculation From now on, in order for the calculations to occur you'll need to press F9 to calculate the whole spreadsheet or Shift+F9 for just your current worksheet. After a little time this becomes muscle memory and you will never want automatic calculation to be enabled again. #5 External file references For regular reporting needs with careful consideration for large data sets and long term stability, external file references are undoubtedly the most important Excel function in my opinion. The easiest way to use indirect file references is to simply be working out of 2 spreadsheets, then to click from one to the other in an appropriate formula. The easiest example would be a direct cell reference like this: =[spreadsheet.xlsx]Sheet1!$A$2 Excel will create this same formula if you select a cell  type "=" in the formula box, then select a cell in another open spreadsheet. Obviously, the result will just be the value that is contained in the cell reference but this can be used in any formula such as a vlookup or index. As an example, lets pretend we have all our analytics data in separate xlsx files we save monthly but we have a reporting spreadsheet we use to collect data from analytics and build graphs and provide a dashboard overview of the analytics data. Being able to create the dashboard in one spreadsheet and store the analytics data separately makes file size management easier and it's also better in the long run for fast calculations. The best part about external file references  is that you don't need to necessarily have all external files open to be able to read data from them. Make your spreadsheets and reports talk, you'll find you can start to generate more powerful and easier reports in less time! #6 Indirect formula usage As you start to realize the potential for external file references, you're likely to encounter a issue that makes their use limited. For example, if you're saving your files on a monthly basis, is there a way to make the external file reference understand that you want it to pull from a specific monthly file? The best way to describe this issue is to show you an example: If you're dragging a formula in columns E through H, how do you tell row 535 to pull from a different file from the rows above it? Since you're collecting the data from a monthly analytics spreadsheet, you might use a month based file name. This is where indirect can be invaluable. To start with, there are a couple syntax rules that you need to know to read the formula correctly. Any time we want to put the text of what we want to use as a cell reference we inclose it in quotes """. So if I wanted to do an indirect cell reference to A1 I could simply write =INDIRECT("A1") and the formula would give me the cell value of A1. The use of "&" connects the multiple parts of the indirect, for example, I could reference A1 again like this =INDIRECT("A"&"1") Once you understand those two requirements any cell reference in any formula can involve indirects. Try summing a range in A1 that you don't know the length of like this =SUM(INDIRECT("A1:A"&"COUNTA(A:A))) Translation: =SUM(A1:A5) - If there are 5 cells with values in column A So, if we go back to our table, here's an example of how the formula for cell E 535 might look: =INDEX(INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"& Let's break this down into bite sized chucks: INDIRECT("'"&Settings!$B$3&"[" Translation: INDIRECT('C:UsersDELLDocuments[ Settings!B3 contains a reference point for the file path that I want to use to find the analytics file. so the first part of the indirect is using that cell's value to begin to build the external reference. &IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2) Translation: INDIRECT('C:UsersDELLDocuments[050113 If the length of the month value of our file date (in B535) is less than 2 digits then we need to add a 0 in front of it to match our file naming convention for the analytics data such as 050113-analytics.xlsx. This same process occurs with the date. &Settings!$B$4&"]"&I$6&"'!"& Translation: INDIRECT('C:UsersDELLDocuments[050113-analytics.xlsx]Worksheet! Two cells referenced give us the remainder of the file path instructions, Settings!B4 contains the file name format we're using to end the analytics file names. 050113-analytics.xlsx. Then I6, not seen here is a cell reference we're using to find the correct worksheet. If you want an idea of where this can take you, here's an example of the formula and worksheet we use to track analytics data on all of our clients. We run analytics weekly but aggregate the data into one simple spreadsheet that makes it easy to graph and monitor each domain. It also organizes the data in a way that makes reporting dashboards easier to build and calculate our monthly reports. =IFERROR(IF(I$12>0,INDEX(INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"&   I$7&INDIRECT(I$14&ROW()) &":"& I$8&INDIRECT(I$15&ROW())),   MATCH(I$12,INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"& I$10&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$14&ROW()) &":"& I$10&INDIRECT(I$15&ROW())),0),I$13), IF(IFERROR(FIND("conversion",I$11),0)>1, AVERAGEIF(INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"& I$9&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$14&ROW()) &":"& I$9&INDIRECT(I$15&ROW())),$D535,INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"&I$10&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$14&ROW())&":"&I$10&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$15&ROW()))),   SUMIF(INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"& I$9&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$14&ROW()) &":"& I$9&INDIRECT(I$15&ROW())),$D535,INDIRECT("'"&Settings!$B$3&"["&IF(LEN(MONTH($B535))=2,MONTH($B535),"0"&MONTH($B535))&IF(LEN(DAY($B535))=2,DAY($B535),"0"&DAY($B535))&RIGHT(YEAR($B535),2)&Settings!$B$4&"]"&I$6&"'!"&I$10&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$14&ROW())&":"&I$10&INDIRECT("'"&MID(CELL("filename",$A$1),FIND("]",CELL("filename",$A$1))+1,256)&"'!"&I$15&ROW()))))),0) That formula still makes my head spin, but it was created one piece at a time and tested one piece at a time to create the final product that it has become. When we first launched this new dashboard we incorporated historical analytics data that needed to be pulled into the spreadsheet, we pulled over 14 months of data for more than 20 domains in the first calculation of the sheet and it took less than 10 seconds to complete. When you consider the massive workload it needed to complete, 10 seconds is a miracle and obviously something I take some pride in. Here's an example of the spreadsheet with all our typically hidden cells (for easier viewing) shown to reveal a small portion of the underpinnings behind this formula that is routed entirely in the use and abuse of the INDIRECT function to automate and accelerate data calculation and storage. ### Home 10 2024 If your agency doesn't say "it depends"they don't know what they are doing Discover More Clicks and Clients If you are marketing to win, be prepared to lose, otherwise, don't compete Most marketing fails - even ours, but winners know that’s the process to get to the wins Discover More Discover More html body, html .menu-item a { font-family: Figtree, sans-serif; color:#000; } body h1, body h2, body h3, body h4, body h5, body h6, .sh-heading span.sh-heading-content{font-family: Figtree, sans-serif;color:#000;} .page-id-15671{ background: #020009; } .page-id-15671 .sh-header { background: #020009; background: transparent; } .page-id-15671 .sh-header-mobile{ background-color: #000000; } .page-id-15671 .c-hamburger span, .page-id-15671 .c-hamburger span:before, .page-id-15671 .c-hamburger span:after{ background-color: #fff; } .page-id-15671 .sh-header .sh-nav > li.menu-item > a{ color: #fff; } .page-id-15671 .sh-header .sh-nav > li.menu-item:hover > a{ color: #ff8200; } .header-logo img {filter: invert(1) brightness(500%) saturate(1%);} .header-logo:hover img {filter: brightness(0) saturate(100%) invert(48%) sepia(79%) saturate(1185%) hue-rotate(360deg) brightness(101%) contrast(107%);} #hero-intro .sh-section-overlay-front { /* background: rgb(255,255,255); */ background: linear-gradient(180deg, rgba(255, 255, 255, 0.1) 0%, rgb(2 0 9 / 98%) 95%); } #hero-intro .sh-section-overlay-front { /* background: rgb(255,255,255); */ background: linear-gradient(180deg, rgb(0 0 0 / 45%) 0%, rgb(0 0 0 / 100%) 95%); } .sh-button { background-color: #ff8200; border-radius: 35px; background-image: linear-gradient(90deg, rgb(255, 153, 0) 14%, rgb(255, 130, 0) 100%); } #goals .fw-col-sm-4{margin-bottom:30px} #goals .fw-col-sm-4 .sh-column-wrapper { padding: 40px 20px 40px; 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*/ } #comparison .fw-col-sm-4 .sh-column-wrapper{ padding: 40px 30px; max-width: 300px; margin: auto; } #comparison .fw-col-sm-4:nth-child(2) .sh-column-wrapper{background: #372716;border-radius: 5px;max-width: 450px;padding-left: 25px;padding-right: 25px;} #comparison .fw-row:last-of-type { background: #1a1a19; border-radius: 5px; max-width: 1000px; margin: auto; } #comparison .fw-row:last-of-type h3{ margin-bottom: 20px; } #comparison:before { content: ""; position: absolute; /* background-color: #111; */ background-image: radial-gradient(#444 1%, transparent 5%), radial-gradient(#333 1%, transparent 6%); background-size: 50px 50px; background-position: 0 0, 30px 30px; width: 100%; height: 110%; top: 0px; background-attachment: fixed; } #goals .goals-heading .sh-heading:last-of-type .size-m span { display: block; margin-top: 30px; } @media (min-width: 800px) { #qualification .fw-col-sm-6:first-of-type{ /* border-right: 1px solid #ccc; */ /* padding-right: 100px; */ } #qualification .fw-col-sm-6:last-of-type{ /* padding-left: 100px; 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*/} #hero-intro .size-s { visibility: hidden; display: none; } What if the Key to Scale is Expensive Leads - find and pay more for them vs. cutting cost? The chase for cheap leads is a recipes for disaster Expensive leads are the key to scaling your business. Paid Ads Practitioners We are a paid ads agency that drives qualified leads to your sales team. Our focus is on creating a strategy that aligns with your business goals, prioritizing testing and optimization to ensure your campaigns perform at their peak. Identify Ideal Audience Finding the right audience is critical to any paid ads strategy. We leverage data and insights to identify the specific demographics, behaviors, and interests of your target customers. This ensures that your ads are seen by people most likely to convert. Run Extensive Testing Testing is at the core of everything we do. Through A/B testing, experimenting with different ad creatives, audiences, and platforms, we identify the best-performing strategies to optimize your budget and improve your ROI. Scale Winning Campaigns Once we know what works, we help you scale those winning campaigns. We fine-tune, amplify, and monitor performance to ensure your campaigns continue to deliver quality leads as they grow, all while keeping costs efficient. Paid Ads Practitioners The goal of an ad campaign is NOT to drive the most leads at the least expensive cost. Quite the opposite - often the most expensive leads have the highest ROI if you have a system and process in place to optimize and measure. How do we know? We are a seasoned team whose greatest asset is learning and relearning digital media progress. We are the Goldilocks paid ads agency, not too big (your account won't get shuffled over to an intern with 2 months experience), not too small (a one person shop that will always be short on delivery and time). We have seen a lot of things and we know what is working across multiple accounts, verticals and platforms. Do we have to say all the things the other digital agencies parrot? We optimize to ROAS, we have a ‘system’ for success… Ok, if we have to BUT every project is unique. Identify Ideal Audience Finding the right audience is critical to any paid ads strategy. We leverage data and insights to identify the specific demographics, behaviors, and interests of your target customers. This ensures that your ads are seen by people most likely to convert. Run Extensive Testing Testing is at the core of everything we do. Through A/B testing, experimenting with different ad creatives, audiences, and platforms, we identify the best-performing strategies to optimize your budget and improve your ROI. Scale Winning Campaigns Once we know what works, we help you scale those winning campaigns. We fine-tune, amplify, and monitor performance to ensure your campaigns continue to deliver quality leads as they grow, all while keeping costs efficient. Ad Campaigns Are Snowflakes, Every One is Unique You need an individual solutions backed by experience with millions in ad spend. If you are here, you care more about results than a templated plan. Managed Facebook ad accounts as large as $2 million a month Took a high-ticket sales team from 40 to 200 booked meetings in just six months Generated $350,000/month in gross profit for auto insurance leads Drove a 347.62% increase in sign-ups for vacation rental management Helped CMOs secure seven and eight-figure Series B funding and CEOs achieve eight-figure exits Are We the Right Fit for You? Not every agency is right for every business, and that’s okay. We seek clients who are ready to invest in a collaborative, results-driven approach to paid advertising. Our ideal partners understand that real growth takes time, strategy, and constant refinement. If you’re ready for that journey, we’re here to help lead the way. Partner Qualifications We strive for meaningful, results-driven partnerships with clients who share our dedication to strategic growth and impact. Here’s what you can count on when you work with us:Data-Driven ApproachWe make decisions based on analytics, always prioritizing measurable insights over assumptions.Commitment to Testing and OptimizationWe believe in constant improvement, using A/B testing and performance tracking to optimize every campaign.Transparency and CommunicationWe keep our clients in the loop, offering regular updates, clear metrics, and open channels for feedback.Focus on Long-Term SuccessOur strategies are crafted with sustainability in mind, aiming for lasting growth rather than quick wins.Customization for Your BrandWe tailor every campaign to meet your unique goals, building strategies that resonate with your audience. We are Not the Agency for You Our approach requires a level of commitment to process, patience, and mutual investment. We may not be the best fit if you’re looking for shortcuts or guaranteed results. Here’s who we aren’t suited to work with:Those Seeking Instant ResultsPaid ads require careful testing and refinement; we’re not an agency that promises overnight success.Clients Unwilling to Invest in TestingIf you’re not open to trying different strategies and learning from results, we may not align.Businesses Looking for One-Off ProjectsWe prioritize long-term partnerships focused on growth over short-term, isolated projects.Clients Expecting Guaranteed OutcomesWhile we’re confident in our process, advertising always involves some level of uncertainty.Brands Unwilling to CollaborateWe value collaboration and open communication, working closely with clients who are equally committed to success. Who Would You Rather Work With? When choosing a partner for your ad campaigns, it’s essential to know what each option brings to the table. Here’s a quick comparison to help you decide. Agency Focused on one objectiveJunior team managing your ad budgetNo new ideas Artisans and Practitioners Customizable solutions based on your goalsExperience and learnings applied to your accountIntegrated business partner with skin in the game to generate results Freelancers InexpensiveAvailable immediatelyWork quality at their skill level Ready to work with a paid ads agency that drives qualified leads? Let’s talk about how we can help your business grow. Schedule Discovery Call Schedule Discovery Call ### Independent Second Opinion Agency for Paid Search Get an Independent Second Opinion on Your Paid Digital Marketing We act as an independent 3rd party to help business owners and marketing leaders assess their: Paid digital campaignsCurrent paid search teamPaid processesPPC results Book a Call Book a Call with Paul .assessment ul{ margin: 30px 30px 50px 0; padding: 0; max-width: 410px; } .assessment li { border: 1px solid #eee; margin-bottom: 10px; padding: 10px; display: flex; align-items: center; gap: 15px; border-radius: 3px; } .assessment img { margin: 0; width: 50px; height: 50px; filter: brightness(0) saturate(100%) invert(75%) sepia(91%) saturate(392%) hue-rotate(97deg) brightness(85%) contrast(84%); object-fit: contain; } #second-opinion-hero .sh-single-image { height: 450px; margin: auto; max-width: 325px; } #second-opinion-hero .sh-single-image img { width: 350px; height: 450px; object-fit: cover; } #second-opinion-hero .sh-single-image::after, #second-opinion-hero .sh-single-image::before{ content: " "; position: absolute; width: 100%; height:100%; height: calc(50% + 10px); width: calc(50% + 10px); } #second-opinion-hero .sh-single-image::before { right: -20px; top: -20px; border-top: 10px solid #ff8300; border-right: 10px solid #ff8300; } #second-opinion-hero .sh-single-image::after { left: -20px; bottom: -20px; border-left: 10px solid #ff8300; border-bottom: 10px solid #ff8300; } ul.concerns { list-style: none; } ul.concerns .fa:before { padding-right: 10px; } #complains img { max-width: 60px; filter: brightness(0) saturate(100%) invert(81%) sepia(44%) saturate(7496%) hue-rotate(321deg) brightness(101%) contrast(93%); } #complains .sh-image-lazy-loading { max-width: 60px !important; } #unique-benefits{ background: #161413; color:#fff; text-align: left; } #complains .fw-col-sm-4 .sh-column-wrapper{ max-width: 250px; margin: auto; } .sh-text-block ul { margin: 30px 30px 50px 0; } .sh-text-block li { margin-bottom: 10px; } #get-started .contact-box-text { font-size: initial; max-width: 768px; } .list-icon li { position: relative; padding-left: 80px; margin-bottom: 15px; } .list-icon li:before { content:""; background: url(https://www.clicksandclients.com/wp-content/uploads/2024/08/complaints.png)no-repeat; background-size: 60px auto; position: absolute; inset:0; filter: brightness(0) saturate(100%) invert(81%) sepia(44%) saturate(7496%) hue-rotate(321deg) brightness(101%) contrast(93%); } ul.list-icon { list-style: none; padding-left: 0; } #get-started { color: #fff; background: url(https://www.clicksandclients.com/wp-content/uploads/2024/08/second-opinion.jpg)no-repeat; background-size: cover; background-position: 0 25%; } #get-started:before { content: ""; background: #000000f0; position: absolute; inset: 0; } @media (min-width: 1000px) { .assessment ul{ columns: 2; } .assessment li{ width:200px; min-height: 80px; } } @media (max-width: 800px) { .list-icon li{ padding-left: 65px; } .list-icon li:before{ background-size: 50px auto; } .list-icon li strong{display:block} } Get Owner-to-Owner Advice on Your Paid Digital Campaigns ( Without a Thinly Veiled Sales Pitch) Digital marketing agencies are in place to assist with these areas of thought: You know what you know You want them to be good, get good results and be a good value for the management fees. They know what you don't know You don't know exactly how to run the ads, or else you wouldn't be in this pickle. Business owners and marketers often come to us with the following complaints: Paid results keep getting worse The answers I get for slipping performance feel like excuses I know something is wrong I just can't put my finger on it I am the only one coming up with new ideas or strategies for my paid campaigns I’ve been with my current agency for a while, but I'm nervous about making a change - what if it gets worse? I like my current paid search team or agency, but the results are not there. We come in where you don't know what you don't know. Sometimes that's as simple as giving owners and marketing leaders 1-3 owner metrics to hold the team more accountable. Other times it's the confidence to clean house. The Unique Benefits of Owner-to-Owner Paid Search Advice We are not accepting new clients to run paid digital campaigns.Does your business's success hinge on the performance and integrity of your marketing partners?Asking another agency for an 'audit' is just code for SALES PITCH.What if you could have an owner-to-owner conversation without the worry of 'they're just trying to sell me their agency' and in 6 months it'll be the same rollercoaster?We help business owners and marketing leaders assess the current team, process and results as an independent 3rd party.You can't hire us as your agency — we're here solely to give you the unbiased insight you need. Client Success and Case Study A thriving niche business with over a million in sales came to us because they doubted their agency’s effectiveness.Lack of Innovation: The agency wasn’t bringing new ideas to the table, causing stagnation in campaign strategies.Confusing Reports: The reports provided by the agency were increasingly difficult to interpret, leading to confusion and frustration.Dismissive Response: When the owner requested deeper metrics to better understand their marketing efforts, the agency responded with, “You just had your best year ever!” rather than addressing the concerns.Growing Doubts: Despite liking the agency, the owner had a nagging feeling that something was off and that the agency might not be delivering the value they claimed. The business engaged Clicks and Clients through our Second Opinion program, where we conducted a thorough analysis of their PPC campaigns.We uncovered a stark reality:Self-Fueled Growth: The brand was unknowingly self-fueling its growth, while the agency collected unearned accolades for this success.Ineffective Campaigns: Every PPC campaign except their “brand” was bleeding money, returning a mere dime for every dollar spent, yet they still took credit for record sales each month and quarter.While the business owner felt there was a problem deep down, she didn’t have the technical knowledge to pinpoint the problems. The business owner and the agency had a good rapport and had worked together for a few years. Our program is not designed to point fingers, we do not think they were pulling the wool over the business owner on purpose; it was incompetence.Some say you just have to know a little more than the other person to be an expert, and that was the case here. They knew a little more than the business owner did, but didn’t know how to drive business.So what was the real cost of their $3500 monthly retainer? We exist to give you assurance in the work being completed and the time management skills to make it happen efficiently. We give owners insight into what they don't know they don't know. The Second Opinion Package will uncover areas you can improve digital efficiencies with peace of mind Don’t leave your business’s future to chance. It’s time to gain the confidence and clarity you deserve.Book a call with our CEO, Paul Rakovich, to explore how the Second Opinion Package can revolutionize your marketing, save you thousands, and dramatically improve your return on investment.This is your moment to make a change that counts. Book a Call with Paul Book a Call ### Job Title: Director of Media Strategy Director of Media Strategy 100% Remote Work Do you have an analytical mind but appreciate good creative?  Have you ran campaigns on Meta, Google, LinkedIn, TikTok, etc. and enjoy both the strategy and tactical side of media?  Do you love speaking with clients about their marketing challenges and immediately start thinking of solutions to help their business?  Does growth get you excited?  If you answered yes to all of these questions and enjoy working fully remote alongside an amazingly innovative and creative team, you may be a fit for the Director of Media Strategy we are looking to hire! Responsible for all aspects of strategy and executing paid digital media campaigns on networks platforms listed above and more, the Director of Media Strategy will lead a seasoned team to exceed client KPIs and grow client’s business. This includes initial planning, implementation, monitoring, optimization, analysis and reporting. In addition, the role will serve as the day-to-day subject matter expert (SME) for our clients, providing strategic recommendations, analysis, and reporting as well as responding to ad-hoc requests. You will be the one responsible to target customers, create compelling and engaging ads with our creative team and to deliver outstanding communication, service and campaign performance for our clients.   Additional Responsibilities include: Strategize, develop, execute and analyze ad programs that communicate a brand story to targeted external audiences on platforms such as Google (Adwords & YouTube), Bing Daily management of paid digital media campaigns for a variety of clients and budgets. Work within client budgets and seek methods to improve metrics like cost per click, conversion rates, etc. Retain key clients and show an upward trend of SEM revenues for the agency Leverage our real-time data dashboards and a plethora of reporting tools, you will communicate campaign performance to clients and create a clear road-map for the future Analyze performance data and provide intelligent synthesis, interpretation and appropriate action plans based on conclusions Continuously measure and optimize campaign performance while also establishing benchmarks and recommend future tests Communicate with clients on all elements of the campaign, including planning, performance, and project status Prepare reports and present results to clients and management Maintain a high level of up-to-date knowledge of best practices and strategies in advertising networks (betas, ad network updates, innovation opportunities, etc.) Use a data-driven approach to develop marketing strategies and marketing plans to support and achieve the client’s business objectives Build effective relationships with all clients Gather data on consumer, competitor, and market conditions   Requirements 3+ years of performance marketing experience required, specifically an emphasis on strategy and social Bachelor’s degree or higher preferred Experience in scaling/increasing campaign spends while maintaining or improving KPIs Ability to problem-solve and structure complex projects/plans with multiple stakeholders and deliverables Ability to communicate effectively to all employee levels while understanding both the day to day and big picture Ability to hire, train, and foster collaboration with a team that reports directly to you Ability to work in a fast-paced environment while managing time effectively   Benefits include: 3 Weeks PTO 7 company holidays and one day off for your birthday Company travel & events - week-long ski trip! Lunch and Learns Health, Vision, Dental Short & Long Term Disability 401k with company match * indicates required field Your Name:* Your Email:* Job Interested In:* Subject:* Your Message:* Cover Letter & Resume Upload:* Acceptable file types: doc,docx,pdf,txt,gif,jpg,jpeg,png. Maximum file size: 5mb. ### Local SEO Services Since 2008 Have you ever used Google to find a local business or service? The search results usually include a map with pins showing providers near you. SEOs call this the “local pack,” and it is valuable real estate.Studies show that almost 50% of all local searchers click on results in the “local pack.”Local SEO is the process of getting your business to show up in the local pack. It involves a lot of time, effort, and attention to detail. Elements of local SEO Local SEO touches almost every aspect of the customer experience, from your website to in-person interactions. Website optimization Everything from mobile-friendly design to keyword usage, structured data and having visible and accurate contact info. The Google Business Profile The details that you include in your GBP profile can make or break your local SEO visibility. Are you choosing the right ones? Local content and links Writing content that’s specific to your area and getting links from reputable local websites can boost your SEO. Citation creation Citations are mentions of your business name, address and phone number in online directories. The more, the better. Brand building The May 2024 Google API leak showed just how important it is to build and maintain your brand. Reviews and reputation management Reviews are the lifeblood of any local SEO campaign. Google rewards businesses that get regular reviews and proactively respond to negative feedback. Local SEO is a lot, and it can get overwhelming quickly Find out how Clicks and Clients can help with a quick, 30-minute discovery call. Schedule a discovery call Elements of Local SEO Local SEO touches almost every aspect of the customer experience, from your website to in-person interactions. Website optimization Everything from mobile-friendly design to keyword usage, structured data and having visible and accurate contact info. The Google Business Profile The details that you include in your GBP profile can make or break your local SEO visibility. Are you choosing the right ones? Local content and links Writing content that’s specific to your area and getting links from reputable local websites can boost your SEO. Citation creation Citations are mentions of your business name, address and phone number in online directories. The more, the better. Brand building The May 2024 Google API leak showed just how important it is to build and maintain your brand. Reviews and reputation management Reviews are the lifeblood of any local SEO campaign. Google rewards businesses that get regular reviews and proactively respond to negative feedback. Local SEO is a lot, and it can get overwhelming quickly Find out how Clicks and Clients can help with a quick, 30-minute discovery call. Schedule a discovery call No Tricks, No Gimmicks, No Fluff SEO is changing rapidly — what hasn’t changed is how important it is to create genuine, impactful content that resonates with your audience. That’s how we approach SEO. Schedule a discovery call Local SEO Ranking Factors in 2024 The elements we listed above are just the start. When ranking your business, Google also considers: Business proximity to the userBusiness hoursThe number of recent “check-ins” at your locationReview quantity, velocity and diversityThe user’s prior search historyBehavioral signals from your websiteSocial media signalsSources: The Hoth, Joy HawkinsThis means that how you rank in local SEO can depend on where you are, where your searchers are, and what they have searched for already. So… how can I consistently rank in local search? Winning at local SEO takes a lot of time, effort, and attention to detail.That’s why it can be so beneficial to work with an agency partner who can get you better results, faster.That frees you up to do what you’re best at — running an amazing local business. Supercharge your results with local PPC One way to get better results faster is to pair your local SEO efforts with local PPC.This can not only get you more customers more quickly, but the positive behavior signals from PPC visitors can improve your local SEO.Schedule a quick discovery call to find out more. Schedule a discovery call No Tricks, No Gimmicks, No Fluff We founded Clicks and Clients in 2008. A lot has changed in search since then, but our formula for success remains the same. ExpertiseWe seek out and hire people who are good at what they do. Our team has more than 65 years experience in SEO, 72 in PPC and more than $153 million in managed ad spend.. PartnershipWe’re not the type of agency you only hear from once a month. With Clicks and Clients, you get a partner that proactively manages your campaigns, provides regular updates, and is always available for discussions. TransparencyYou'll always own your accounts and have full visibility into all performance and strategy we use. Should we ever part ways, you’ll keep everything we produced. 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Even used one of the so-called ‘Big Boys’. Clicks has done the best job, by far. No false promises and fluff. By working together, I have achieved page 1 RESULTS."— Robert H.Criminal Defense AttorneyLos Angeles, CA What is SEO? Search engines like Google and Bing use natural language processing algorithms and hundreds of so-called “ranking factors” to understand what is on your website and how it should rank in search results. SEO is the practice of optimizing your website to help search engines better understand what your business does and why you are important. Technical SEO It all starts with technical SEO. If search engines struggle to crawl and index your website, you can bet that they won’t show it to searchers. Content Search engines favor websites with crisp, well-written content that provides value to readers. This is also where you show visitors why they should do business with you. Page Speed This is especially important for businesses that people search for on mobile devices. Consumers — and search engines — aren’t going to wait around for your pages to load. Local SEO Do you serve customers in your area? Google has additional features that you can take advantage of to get found in search. Find Out More Discover how PPC can help your business with a quick, 30-minute discovery call. DISCOVER MORE 10x increase in traffic to local SEO client See how Clicks and Clients tackled a complex directory listing campaign to help a client achieve a 90% share in their local market. View case study 3 Steps to Grow Your Business in the Next 90 Days 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 01 Discovery Call Let's talk about your business goals and see if we're a good fit 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 03 Partner and Grow With regular updates, we'll keep you informed on our actions and results DISCOVER MORE Based in Colorful Colorado Clicks and Clients is based in beautiful downtown Denver, CO. We’re proud to serve clients throughout the Centennial state and worldwide. How We Work Together It all starts with a discovery call. This is when we talk about business goals and we see if we’re a good fit. SEO isn’t appropriate for all businesses, so this is where we’ll give you an honest assessment of what’s possible. We develop the plan. As we mentioned, every business is different. This is when we tailor a growth plan to your goals and your capabilities. Next, we’ll align on it, and our team will get to work. We partner and grow. We view ourselves as a partner and an extension of your marketing team. At Clicks and Clients, our service lines do not compete with each other for your business. We take a holistic approach to your business and our agency.If you are an SEO client and we feel that your business goals would be better met by Paid Search, we’ll be the ones to tell you. Every other week, our entire agency gets together to discuss our clients and how we can help them grow. Although you’ll be assigned one account manager, in reality, you’ll have nearly 20 marketing experts brainstorming on ways to better reach your goals. DISCOVER MORE Frequently Asked Questions Why is local SEO important? Local SEO can help you attract potential customers in your local area. Many times, customers are looking at their devices while they are on the move, trying to find out where to go for the help they need. Local SEO can help you build your reputation and trust with customers and can be the difference on whether they decide to choose your business or they choose to go with a competitor instead. How can I stand out using local SEO? Think about a scenario from the perspective of a potential restaurant customer. If you are looking to meet someone at a restaurant after work, you type in “restaurants near me” into a Google mobile search. The results that come back will be how you make your decision. These results can include everything from reviews, price ranges, hours of operation, description, and physical location. If you are the restaurant owner, how can you make your restaurant stand out from the rest online? That is where local SEO helps business owners of all shapes and sizes. Many times, a local search in Google is your chance to show your clients why they should visit your store. Clicks and Clients can help you optimize your website and local listings to give you an opportunity to make a great first impression. What can I expect from local SEO? Clicks and Clients’ campaigns start with an audit that will lay the groundwork for success. We believe it is important for you and your marketing team to be on the same page when it comes to your local SEO strategy. We conduct research into the best keywords to target in your local area and take a look at your local competition. The research and insight we provide can help us both agree on reasonable expectations for your campaign. From there, we go to work immediately to build your online relationship with your customers. This includes optimizing your website for local search, building local and directory listings, optimizing your Google My Business listing, and ensuring that your NAP (name, address, phone number) are consistent across different listings. Schema markup and other strategies can also be utilized to help you stand out in the search engines. Then, we help to build up and encourage reviews from happy customers. Getting reviews is an important factor in a buying decision, so we work to maintain and monitor those reviews. How long does it take to see results? This can vary depending on your market, your physical location, your industry and the maturity of your local SEO effort. That said, most of our clients see positive results within a few months. Get the Latest Recent SEO posts from the Clicks and Clients blog. Unlock the Secrets of Organic CPA: The Ultimate Guide to Cost Per Acquisition by Paul Rakovich Imagine unlocking the secrets to driving business growth by simply understanding the cost of acquiring customers through organic search traffic. Welcome to the world of Organic CPA! This metric is a game-changer in the realm of marketing strategies, offering insights into customer behaviors and paving the way for more effective marketing campaigns. Ready to dive in and learn the ultimate guide to Cost Per Acquisition? Let’s go! Key Takeaways Understanding Organic CPA enables businesses to gain insights into the efficacy of their ad campaigns and optimize strategies for maximum profitability. Utilizing tools such as Google Analytics, Ahrefs, and SEMrush can… Ad Copy, Internet Marketing, News, PPC, SEO Google My Business Messaging: Engage Directly With Your Customers by Paul Rakovich Have you heard about Google My Business messaging? It’s a great marketing tool that can help businesses monitor customer behavior and target Google’s business messages to specific demographics to increase their exposure. With GMB messages, companies can use Google business messages to improve search results and connect with customers directly through Google Search. In today’s world, where mobile traffic is on the rise, it’s more important than ever for local businesses to take advantage of visibility and gather valuable customer insights. For example, did you know that 88 percent of all local SEO mobile searches result in a follow-up phone… Local SEO 5 Conversion Rate Tactics That Are Low Cost, High Reward by Paul Rakovich Ultimately, the goal of any business is to convert consumers into customers—and keep those customers coming back. But, the term “conversion rate” in marketing merely reviews the percent of people who perform a desired action, so depending on your business goals, conversions can be defined a number of ways. Perhaps you’re trying to convert people to sign up for your newsletter, thus guiding them further along on the buyer journey. Regardless of goals, there are a number of easy ways to increase conversion rates without having to spend much money.    1. Enhance UX User experience (UX) is a major… CRO, SEO Ready to join the ‘local pack’? Find out how Clicks and Clients can help you build business with local SEO. Schedule a discovery call FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call ### Jillian Dutson Our Team At Clicks and Clients, we're more than a marketing agency — we're your dedicated partner in achieving your business goals. Our team has extensive experience across industries, verticals, and business models, allowing us to deliver tailored solutions that drive growth. We proactively introduce new ideas and ensure every strategy is measurable and linked to your bottom line. With live support from experts, we are committed to driving your business's success. Jillian Dutson Vice President Jillian Dutson is a seasoned marketing professional with over a decade of experience in the digital landscape. As Vice President at Clicks and Clients, she plays a pivotal role in driving results for businesses through strategic digital marketing initiatives. Read More Jillian Dutson Biography Jillian’s journey in the marketing world began in 2010, and she has since held various roles across different companies.Here are some highlights:Director of Customer Success at Cor.us (2019-2021)Senior Marketing Strategist at RedRover (2018-2019)Partner Manager at Oracle (2016-2018)Manager, Client Success at The Denver Post (2014-2017)Manager, Social Media Operations at Adtaxi (2012-2015) Jillian's Specialty Areas Effective Communication Jillian excels at communication. Whether it’s presenting to clients, motivating her team, or negotiating partnerships, she articulates ideas clearly and persuasively. Adaptability In the ever-evolving digital landscape, Jillian stays ahead by adapting to changes swiftly. She encourages her team to embrace new technologies and methodologies. Results-Driven Jillian’s leadership is results-oriented. She sets measurable goals, tracks progress, and celebrates achievements. Her commitment to excellence drives the team forward. About Jillian's Education & Professional Designations Jillian holds a degree Bachelor of Arts in Mass Media with a dual emphasis in Public Relations and Media Writing and Publishing from Washburn University.With extensive experience in social media advertising, Jillian has been a crucial asset to AdTaxi, where she has created, implemented, and evaluated social media strategies across platforms like Facebook, Twitter, Pinterest, YouTube, and LinkedIn.Her expertise in social media analytics has shaped the company’s product line, driving success for herself, her company, and her clients. Paul's Insights [Video] Full Funnel Facebook Remarketing Tutorial 2016 by Paul Rakovich Learn how to increase attendance to your webinars with this Facebook Remarketing funnel. Getting visitors to sign up for your webinar is great but there’s no guarantee that they’ll attend. Traditionally, webinar hosts have sent out periodic email reminders in order to make sure people show up. In this video, we present a method for using Facebook remarketing to drive webinar registrations and increase the likelihood that registrants attend live. Social 0 How to Succeed With Multilingual PPC Campaigns by Paul Rakovich Consumers overseas are coming online at an incredible rate. Non-English speakers now make up 63% of the world’s online population, which makes multilingual SEM strategies necessary for effective global internet marketing. According to Internet World Stats, the Middle East and Africa have the fastest growing online populations, while Asia accounts for 44.8 percent of internet users. A survey by eMarketer also revealed the social media boom that’s happening in Asia, the Middle East and Africa, while South America is a key market for Twitter, Facebook and Google+. Don’t rely on English to reach these consumers. Even where the educated elite speak English… PPC 0 How To Create Successful Videos For Social Media by Paul Rakovich In the world of social, video is on everyone’s tongue (as it should be) and it has become an essential component of most successful digital advertising strategies. However, it’s important to remember that not all videos are successful. Videos are most successful and impactful when designed and optimized towards the platforms they are being served on. With so much of today’s advertising and video consumption taking place on social media, successful video content executions have become a must for these platforms. What makes a thriving social video? With over 65% of Facebook’s 3 billion daily video views taking place on… Social 0 Google PMax: Get the Most Out of Your Ad Campaigns While Combating FraudPerformance Max (PMax) is an automated ad campaign from Google that’s meant to streamline multi-channel ads while boosting conversions. In other words, hit the easy button and get a better result than you could if you ran search, display, and YouTube on its own. If that sounds like a hefty promise, you’re right. Google has made big claims since launching PMax in late 2021. Like any Google feature – think back to TCPA bidding – it didn’t work great until it did. We think we’re in the ‘it kinda works’ stage. It still takes a human touch to monitor and...Lead Ads Don’t Have to Suck: How to Leverage Them CorrectlyLead ads (aka: lead generation ads) come with a bad reputation. Companies either think they don’t deliver or the leads are fake. Here’s the reality: lead ads are an easy way to grow your leads. And when done correctly, the ROI is high. Not using lead ads? Here’s why you’re leaving sales on the table Lead generation ads come with a number of benefits that could be costing your company sales. Our favorite things about this digital marketing strategy include: The cost per lead is efficient. There’s a higher conversion rate compared to sending someone to an offsite landing page....Why More Expensive PPC Ads are Almost Always Worth ItMORE EXPENSIVE LEADS are WORTH IT. Yeah, we said it. If you were told as a business that you could double or maybe even triple your lead-to-close ratio, would you be interested? If yes, then read on to learn why a sole focus on lowering your cost per lead is HURTING your business. Cheap leads suck for a reason There’s a reason why cheap keywords are…cheap. They don’t convert to sales. To make the biggest return on your ad dollars, the market (and Google) has figured it out: quality keywords are priced high because they work. Cheap keywords bring in... Paul's Podcasts How To Scale Your Facebook Ads in 2022 w/ Paul Rakovich, Founder of Clicks and Clients An Honest Approach to Online Marketing Episode #21: Paid Digital Advertising for the Present and the Future - Paul Rakovich #410 - Paul Rakovich gets REAL about Bring new ideas, perspective, and performance to paid ad campaigns Effective Ads with Paul Rakovich Contact Paul today to discuss how customized, innovative strategies can help you achieve your marketing goals Schedule Discovery Call .feature-post { text-align: left; }.feature-post * { color: #fff; } .feature-post img { filter: brightness(10); } .sh-iconbox-title h3 { margin-bottom: 20px; } section#get-started .container { width: 700px !important; min-width: 700px !important; } .feature1 .sh-single-image img,.feature2 .sh-single-image img { border: 1px solid #ccc; margin:0 } .feature1 .sh-single-image:last-of-type img {max-width:150px;} @media (min-width: 768px) { .feature1 .sh-single-image:last-of-type img {max-width:200px;margin-left: 70%;margin-top: -40%;} .feature2 .sh-single-image:last-of-type img {max-width: 250px;margin-left: -75%;margin-top: -20%;} } @media (min-width: 1260px) { .feature-post .container { max-width: 75% !important; min-width: 75% !important; } .feature1 .sh-single-image:last-of-type img { margin-top: -100px; max-width: 200px; margin-left: 70%; } .feature2 .sh-single-image:last-of-type img {max-width: 300px;} } .feature-post .sh-single-image-container:before { border: 1px dashed; content: ""; position: absolute; top: 0; left: 0; width: 100%; height: 100%; border: 1px dashed #ccc; border-radius: 50%; animation: rotateBorder 60s linear infinite; } .feature-post .sh-single-image-container { padding: 20px; } @keyframes rotateBorder{0%{transform:rotate(0)}to{transform:rotate(360deg)}} @keyframes progress{0%{width:0}to{width:100%}} #bio-intro .sh-single-image-container, .bio-feature-image .sh-column-wrapper{position:relative} #bio-intro .sh-single-image-container:before,.bio-feature-image .sh-column-wrapper:before { content: ""; position: absolute; --dot-bg: #fff; --dot-color: #ff8300; --dot-size: 3px; --dot-space: 20px; background: linear-gradient(90deg, var(--dot-bg) calc(var(--dot-space) - var(--dot-size)), transparent 1%) center / var(--dot-space) var(--dot-space), linear-gradient(var(--dot-bg) calc(var(--dot-space) - var(--dot-size)), transparent 1%) center / var(--dot-space) var(--dot-space), var(--dot-color); width: 150px; height: 100px; top: -50px; left: -60px; z-index: -1; } .feature2 .bio-feature-image .sh-column-wrapper:before { width: 150px; height: 100px; top: -46px; left: -60px; } #bio-intro .sh-single-image-container{position:relative;} #bio-intro .sh-single-image-container:after { content: ""; background: url(//www.clicksandclients.com/wp-content/uploads/2020/05/logo-bg.png) no-repeat; background-size: contain; inset: 0; position: absolute; opacity: 0.85; /* transform: rotate(180deg); */ /* background-position: top right; */ /* left: -27px; */ /* z-index: 1; */ width: 100px; height: 100px; /* border-top-left-radius: 30px; */ } #bio-intro .sh-single-image-container:before{--dot-bg: #f8f8f8;} ### Paul Rakovich Our Team At Clicks and Clients, we're more than a marketing agency — we're your dedicated partner in achieving your business goals. Our team has extensive experience across industries, verticals, and business models, allowing us to deliver tailored solutions that drive growth. We proactively introduce new ideas and ensure every strategy is measurable and linked to your bottom line. With live support from experts, we are committed to driving your business's success. Paul Rakovich CEO and Founder Paul is the founder and CEO of Clicks and Clients and one of the premiere PPC experts in the country. He is a digital marketing visionary known for his innovative strategies and client-centric approach. Read More Paul Rakovich Biography Paul Rakovich graduated from Northern Arizona University with a Bachelor of Science in Hotel and Restaurant Management degree. Recently he and his wife established the Rakovich Family Endowed Scholarship supporting hardworking students in NAU’s School of Hotel and Restaurant Management.After graduating, Paul moved to Las Vegas, where he spent a decade working in the restaurant industry.In 2003, he launched an e-commerce site from his garage, selling Tony Robbins’ CDs and DVDs. Leveraging paid search ads, he quickly scaled the business to generate over $50,000 a month in sales. This success marked the beginning of his transition from the restaurant industry to digital marketing.Paul discovered his true passion in developing digital marketing strategies for a diverse range of businesses. He mastered the art of efficiently and effectively solving the universal challenge of finding and converting customers. The skills and expertise he gained from running his own online business laid the foundation for Clicks and Clients.At Clicks and Clients, Paul focuses on performance-based marketing and ROI, helping small- and medium-sized businesses harness the power of online marketing to generate leads and grow sales. His paid search experience dates back to before the existence of AdWords. As a recommended Perry Marshall consultant, Paul has managed millions of dollars in search ad spend for various businesses, from clothing retailers to info-marketing experts.Today, under Paul’s leadership, Clicks and Clients continues to thrive, driving exceptional revenue growth and setting new standards in digital marketing. Paul's Specialty Areas Innovative Strategy Development Paul excels at creating unique and effective digital marketing strategies tailored to each client's needs, ensuring optimal results. Client-Centric Approach His commitment to understanding and prioritizing clients' goals and needs sets him apart, fostering strong, transparent partnerships. PPC Expertise Paul's deep knowledge and proven success in Pay Per Click enable him to deliver outstanding ROI and continually optimize campaigns for maximum performance. About Paul's Education & Professional Designations Paul Rakovich graduated from Northern Arizona University with a Bachelor of Science in Hotel and Restaurant Management degree.He is the founder of Clicks and Clients, a full-service digital marketing agency that was recognized on the Inc. 500 list of fastest-growing companies (No. 406 in 2014),  featured in the Wall Street Journal, and ranked No. 4 for the Denver Business Journal's 2016 Small Business Awards.His expertise in managing substantial ad spends, including over $100 million in total for his clients, showcases his proficiency in the field.Paul's innovative approach to paid digital advertising has been featured on the Digital Velocity Podcast, where he shared insights on current and future trends in the industry. Furthermore, his strategic and creative thinking has been highlighted in discussions about the impact of major updates like the iOS change on the paid ad space.His agency is known for its cutting-edge and creative paid ads, as discussed in an episode of The Thoughtful Entrepreneur.Paul's honest and strategic approach to online marketing has also been commended in the Manage 2 Win podcast.These achievements, among others, underscore his status as a go-to expert for scaling companies through Facebook Ads and other digital marketing strategies. Paul's Insights [Video] Full Funnel Facebook Remarketing Tutorial 2016 by Paul Rakovich Learn how to increase attendance to your webinars with this Facebook Remarketing funnel. Getting visitors to sign up for your webinar is great but there’s no guarantee that they’ll attend. Traditionally, webinar hosts have sent out periodic email reminders in order to make sure people show up. In this video, we present a method for using Facebook remarketing to drive webinar registrations and increase the likelihood that registrants attend live. Social 0 How to Succeed With Multilingual PPC Campaigns by Paul Rakovich Consumers overseas are coming online at an incredible rate. Non-English speakers now make up 63% of the world’s online population, which makes multilingual SEM strategies necessary for effective global internet marketing. According to Internet World Stats, the Middle East and Africa have the fastest growing online populations, while Asia accounts for 44.8 percent of internet users. A survey by eMarketer also revealed the social media boom that’s happening in Asia, the Middle East and Africa, while South America is a key market for Twitter, Facebook and Google+. Don’t rely on English to reach these consumers. Even where the educated elite speak English… PPC 0 How To Create Successful Videos For Social Media by Paul Rakovich In the world of social, video is on everyone’s tongue (as it should be) and it has become an essential component of most successful digital advertising strategies. However, it’s important to remember that not all videos are successful. Videos are most successful and impactful when designed and optimized towards the platforms they are being served on. With so much of today’s advertising and video consumption taking place on social media, successful video content executions have become a must for these platforms. What makes a thriving social video? With over 65% of Facebook’s 3 billion daily video views taking place on… Social 0 Google PMax: Get the Most Out of Your Ad Campaigns While Combating FraudPerformance Max (PMax) is an automated ad campaign from Google that’s meant to streamline multi-channel ads while boosting conversions. In other words, hit the easy button and get a better result than you could if you ran search, display, and YouTube on its own. If that sounds like a hefty promise, you’re right. Google has made big claims since launching PMax in late 2021. Like any Google feature – think back to TCPA bidding – it didn’t work great until it did. We think we’re in the ‘it kinda works’ stage. It still takes a human touch to monitor and...Lead Ads Don’t Have to Suck: How to Leverage Them CorrectlyLead ads (aka: lead generation ads) come with a bad reputation. Companies either think they don’t deliver or the leads are fake. Here’s the reality: lead ads are an easy way to grow your leads. And when done correctly, the ROI is high. Not using lead ads? Here’s why you’re leaving sales on the table Lead generation ads come with a number of benefits that could be costing your company sales. Our favorite things about this digital marketing strategy include: The cost per lead is efficient. There’s a higher conversion rate compared to sending someone to an offsite landing page....Why More Expensive PPC Ads are Almost Always Worth ItMORE EXPENSIVE LEADS are WORTH IT. Yeah, we said it. If you were told as a business that you could double or maybe even triple your lead-to-close ratio, would you be interested? If yes, then read on to learn why a sole focus on lowering your cost per lead is HURTING your business. Cheap leads suck for a reason There’s a reason why cheap keywords are…cheap. They don’t convert to sales. To make the biggest return on your ad dollars, the market (and Google) has figured it out: quality keywords are priced high because they work. Cheap keywords bring in... Paul's Podcasts How To Scale Your Facebook Ads in 2022 w/ Paul Rakovich, Founder of Clicks and Clients An Honest Approach to Online Marketing Episode #21: Paid Digital Advertising for the Present and the Future - Paul Rakovich #410 - Paul Rakovich gets REAL about Bring new ideas, perspective, and performance to paid ad campaigns Effective Ads with Paul Rakovich Cutting Edge, Creative Paid Ads with Clicks and Clients’ Paul Rakovich How to run marketing experiments the right way to drive growth (lessons from million dollar ad budgets) Contact Paul today to discuss how customized, innovative strategies can help you achieve your marketing goals Schedule Discovery Call .feature-post { text-align: left; }.feature-post * { color: #fff; } .feature-post img { filter: brightness(10); } .sh-iconbox-title h3 { margin-bottom: 20px; } section#get-started .container { width: 700px !important; min-width: 700px !important; } .feature1 .sh-single-image img,.feature2 .sh-single-image img { border: 1px solid #ccc; margin:0 } .feature1 .sh-single-image:last-of-type img {max-width:150px;} @media (min-width: 768px) { .feature1 .sh-single-image:last-of-type img {max-width:200px;margin-left: 70%;margin-top: -40%;} .feature2 .sh-single-image:last-of-type img {max-width: 250px;margin-left: -75%;margin-top: -20%;} } @media (min-width: 1260px) { .feature-post .container { max-width: 75% !important; min-width: 75% !important; } .feature1 .sh-single-image:last-of-type img { margin-top: -100px; max-width: 200px; margin-left: 70%; } .feature2 .sh-single-image:last-of-type img {max-width: 300px;} } .feature-post .sh-single-image-container:before { border: 1px dashed; content: ""; position: absolute; top: 0; left: 0; width: 100%; height: 100%; border: 1px dashed #ccc; border-radius: 50%; animation: rotateBorder 60s linear infinite; } .feature-post .sh-single-image-container { padding: 20px; } @keyframes rotateBorder{0%{transform:rotate(0)}to{transform:rotate(360deg)}} @keyframes progress{0%{width:0}to{width:100%}} #bio-intro .sh-single-image-container, .bio-feature-image .sh-column-wrapper{position:relative} #bio-intro .sh-single-image-container:before,.bio-feature-image .sh-column-wrapper:before { content: ""; position: absolute; --dot-bg: #fff; --dot-color: #ff8300; --dot-size: 3px; --dot-space: 20px; background: linear-gradient(90deg, var(--dot-bg) calc(var(--dot-space) - var(--dot-size)), transparent 1%) center / var(--dot-space) var(--dot-space), linear-gradient(var(--dot-bg) calc(var(--dot-space) - var(--dot-size)), transparent 1%) center / var(--dot-space) var(--dot-space), var(--dot-color); width: 150px; height: 100px; top: -50px; left: -60px; z-index: -1; } .feature2 .bio-feature-image .sh-column-wrapper:before { width: 150px; height: 100px; top: -46px; left: -60px; } #bio-intro .sh-single-image-container{position:relative;} #bio-intro .sh-single-image-container:after { content: ""; background: url(//www.clicksandclients.com/wp-content/uploads/2020/05/logo-bg.png) no-repeat; background-size: contain; inset: 0; position: absolute; opacity: 0.85; /* transform: rotate(180deg); */ /* background-position: top right; */ /* left: -27px; */ /* z-index: 1; */ width: 100px; height: 100px; /* border-top-left-radius: 30px; */ } #bio-intro .sh-single-image-container:before{--dot-bg: #f8f8f8;} #specialty,#get-started { background: #333; } ### Our Team Our Team At Clicks and Clients, we're more than a marketing agency — we're your dedicated partner in achieving your business goals. Our team has extensive experience across industries, verticals, and business models, allowing us to deliver tailored solutions that drive growth. We proactively introduce new ideas and ensure every strategy is measurable and linked to your bottom line. With live support from experts, we are committed to driving your business's success. Executive Leadership Paul Rakovich CEO and Founder Paul Rakovich, CEO of Clicks and Clients, is a visionary in digital marketing known for his innovative, client-centric approach. He employs a tailored pricing model and likens his thorough, results-driven strategies to the rigorous P90X workout, ensuring no shortcuts. With extensive expertise in PPC and a relentless pursuit of client satisfaction, Paul has earned a reputation for delivering exceptional results and fostering transparent, strategic partnerships. Paul Rakovich CEO and Founder Paul Rakovich, CEO of Clicks and Clients, is a visionary in digital marketing known for his innovative, client-centric approach. He employs a tailored pricing model and likens his thorough, results-driven strategies to the rigorous P90X workout, ensuring no shortcuts. With extensive expertise in PPC and a relentless pursuit of client satisfaction, Paul has earned a reputation for delivering exceptional results and fostering transparent, strategic partnerships. Jillian Dutson Vice President Meet Jillian Dutson, our Vice President who expertly manages daily account operations and client relationships. Outside of work, she’s a dedicated runner, avid reader, and world traveler. Recently, she led a successful project that boosted app installs by adding creative voiceovers. Jillian's advice: “Digital media is hard to execute correctly; find a partner who understands your long-term goals and measures success at every step.” Jillian Dutson Vice President Meet Jillian Dutson, our Vice President who expertly manages daily account operations and client relationships. Outside of work, she’s a dedicated runner, avid reader, and world traveler. Recently, she led a successful project that boosted app installs by adding creative voiceovers. Jillian's advice: “Digital media is hard to execute correctly; find a partner who understands your long-term goals and measures success at every step.” Team Team Member Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Team Member Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Team Member Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Team Member Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Have Questions? See if we're a good fit to help you with your digital marketing efforts. Schedule Discovery Call #team .sh-icon-left { margin-right: 15px; display: inline-block !important; }#team img { border: 1px solid #ccc; } .sh-heading-content.size-xs { text-transform: uppercase; } #team-intro .size-m { max-width: 980px; margin: auto; line-height: 1.5; } ### Tiktok Marketing .cls-1,.cls-2,.cls-3{fill:#17313b;}.cls-1,.cls-3{font-family:Facit;font-size:44px;}.cls-1,.cls-3{letter-spacing:.1em;}.cls-6{fill:#6a797d;}.cls-7{fill:#ff3d2e;}.cls-8,.cls-9{fill:#fff;}.cls-9{stroke-width:2px;}.cls-9,.cls-10{stroke:#17313b;stroke-miterlimit:10;}.cls-10{fill:none;} TOPTIKTOK INFLUENCERMARKETING COMPANY COLORADO2024 /* latin */ @font-face { font-family: 'Facit'; font-style: normal; font-weight: 400; src: 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format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } Since 2008 Reach young buyers with TikTok advertising The video-based platform TikTok has a user base just north of 1.5 billion, making it the fifth-most popular social media platform in the world.But what makes TikTok so powerful is who uses it. About 45% of all users in the United States fall are Generation Z, and they spend an average of 90 minutes per day on the app.This makes TikTok an invaluable channel for connecting with young, influential consumers where they spend their time. Ready to Fill Your Sales Calendars? At Clicks and Clients, we’ve been doing lead generation on social media through the better part of the last two decades. In that time, we have developed a battle-tested and versatile lead generation playbook. Not only can we quickly zero in on your ICP, but we have the capabilities in place to rapidly launch and scale your campaigns. Creative is King on TikTok Anyone can advertise on TikTok, but not everyone can reach the platform’s discerning audience. At Clicks and Clients, we excel in designing eye-catching, innovative content that stands out. We leverage deep platform insights and cutting-edge trends to create ads that don’t just stop users from scrolling — they engage and convert. "Before partnering with Clicks and Clients, our lead count was nearly negligible. We are now witnessing a significant influx of valuable leads, directly influencing our sales performance."— Kurt BlazekDesign Director, TruScoreBusiness management consulting You Need a Partner Not an Agency The only way to successfully scale TikTok lead generation campaigns is through partnership and transparency. TransparencyWe are an open book. You’ll always retain full control of your accounts with full visibility into our campaigns. CommunicationWe’re not the type of agency you’ll only hear from once per month. We establish a proactive and ongoing feedback loop with our clients. AdaptabilityTikTok is on the cutting edge of social media marketing, and we continually monitor market trends and changes. This allows us to quickly capitalize on opportunities. You Need a Partner Not an Agency The only way to successfully scale TikTok lead generation campaigns is through partnership and transparency. 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padding: 30px 25px 20px; margin-bottom: 54px; background: #f8f8f8; margin-left: 0; height: 100%; width: 100%; /* overflow: hidden; */ } #how-we-work .fw-row:first-of-type{background:none;box-shadow:none;padding: 0;margin:0} #how-we-work .fw-col-sm-8{ background: none; box-shadow: none; margin: 0; padding: 0; float: none; } #how-we-work .sh-single-image { margin-bottom: 0 !important; } #how-we-work .fw-row:after{ left: 45px; top: 0; } #how-we-work .fw-col-sm-4{padding:0;width: 100%;float: none;} } @media (max-width: 550px){ #how-we-work:before{ background-size: 200px; } } #cs-video img { border-radius: 200%; border: 1px solid #ddd } .mp4-vid video { /* box-shadow: 3px 3px 30px 3px rgb(136 136 136 / 61%); */ /* width: 395px; */ margin: 30px auto 0; border-radius: 5px; padding: 2px; /* max-width: 100%; */ } .mp4-vid { text-align: center; } @media (max-width: 550px) { #cs-video .container { max-width: 100% !important; } .fw-col-sm-6:first-of-type{ padding-left: 10%; padding-right: 10%; } } .cnc-2008{min-height:192px} Schedule Discovery Call What is Included in CRO PPC CRO This involves an end-to-end assessment of your campaign structures, bidding strategies, landing pages and conversion points. We will put data from a number of sources to work to make your campaigns more efficient. On-site CRO Are users struggling to find critical information about your product or service? Is your messaging striking the right chord? We’ll use a mix of qualitative and quantitative methods to help fine tune your website experience. Page speed optimization Amazon famously found that 100ms in latency cost them 1% in sales from any given page. We’ll collaborate with you to identify and implement changes to improve your website speed. Business intelligence You can’t improve what you can’t measure. We’ll work through your analytics systems and processes to ensure that your data is trustworthy and meaningful. Find Out More Discover how CRO can help your business with a quick, 30-minute discovery call. See how Clicks and Clients cut cost-per-lead in half with video ads With eye-catching video creatives, we doubled a client’s conversion rate and slashed their CPL by half. View case study Your browser does not support the video tag. How We Work Together We don’t automate our account management. Bids, budgets, and optimizations are managed by a real person, in real time, based on your data. We’re transparent with your data. We do not “own” your ad accounts, your ads, your TikTok, or your Google Tag Manager accounts. This means you are free to check on the accounts and view the data whenever you please. Should you ever decide to part ways with us, you retain all of your accounts and assets. We view ourselves as a partner and an extension of your marketing team. At Clicks and Clients, our service lines do not compete with each other for your business. We take a holistic approach to your business and our agency. If you are a TikTok client and we feel that your business goals would be better met by Paid Search, we’ll be the ones to tell you.Every other week, our entire agency gets together to discuss our clients and how we can help them grow. Although you’ll be assigned one account manager, in reality, you’ll have nearly 20 marketing experts brainstorming on ways to better reach your goals. Some marketing agencies lock you into inflexible, long-term contracts. We don’t. We know things change and sometimes they don’t work out. That’s why we offer flexible terms. All we ask for is 90 days at the outset so you can see what we can do and you can start to see results from your campaign. DISCOVER MORE Facebook Advertising Can Be Confusing Targeting the wrong customer with your Facebook ad campaign can impact your return on investment. In fact, this is just one of several variables to consider when developing a successful Facebook campaign. In addition, you need to consider your current customer data, selecting the correct image, writing great copy, optimizing your landing page and properly using remarketing as a part of your campaign. A simple misstep in any one of these variables can result in lost leads and lost sales. MORE Having created hundreds of Facebook ads for our clients, we understand how confusing and frustrating setting up your ad campaign can be. That’s why we embrace transparency. From our initial Discovery call to developing your ad campaign, your ad sets, and your ad, we partner with you and your business to ensure success. Every step of the way we’ll tie our efforts directly to watching your return on investment grow. If you’ve struggled to scale your business with Facebook Ads and you’re ready to use it more effectively to get more leads and sales, then click the button below and schedule your Discovery Call today. Together, we’ll map out a plan to target your ideal audience and achieve your business objectives. DISCOVER MORE Born in Denver, serving clients worldwide We are based in beautiful Denver, CO, with members of our team working remotely throughout the United States. We have partnered with dozens of clients in the Centennial State since our founding in 2008 and have grown to serve clients worldwide. Ready to get started with TikTok advertising? Find out how Clicks and Clients can supercharge your lead generation efforts. Schedule a discovery call FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call ### Facebook Marketing .cls-1,.cls-2,.cls-3{fill:#17313b;}.cls-1,.cls-3{font-family:Facit;font-size:54px;}.cls-1,.cls-3{letter-spacing:.1em;}.cls-6{fill:#6a797d;}.cls-7{fill:#ff3d2e;}.cls-8,.cls-9{fill:#fff;}.cls-9{stroke-width:2px;}.cls-9,.cls-10{stroke:#17313b;stroke-miterlimit:10;}.cls-10{fill:none;} TOPFACEBOOKADVERTISING COMPANY COLORADO2024 /* latin */ @font-face { font-family: 'Facit'; font-style: normal; font-weight: 400; src: 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Ready to Fill Your Sales Calendars? We started running Facebook ad campaigns back when it was called “The Facebook.”Over the ensuing two decades, Clicks and Clients developed a battle-tested and versatile lead generation playbook. Not only can we quickly zero in on your ICP, but we have the capabilities in place to rapidly launch and scale your campaigns. "Clicks and Clients were exceptional. They demonstrated a genuine understanding and interest in our business and objectives. Clicks and Clients also ensured that we were consistently updated on progress, providing us with detailed reports and analyses."— Geoff ChadwickCMO, FortuneBuildersReal estate events company You Need a Partner Not an Agency The only way to successfully scale Facebook advertising campaigns is through partnership and transparency TransparencyThis is at the core of what we do. You’ll always retain full control of your accounts with full visibility into our campaigns. . CommunicationFrom Day One, we establish a proactive feedback loop with our clients. This doesn’t just help us build great campaigns — it ensures they stay great. AdaptabilityWe continually monitor market trends and changes with Facebook ad features. 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min-width: 980px !important; } } @media (min-width: 768px) { #accolades .container { max-width: 800px !important; min-width: 800px !important; } } @media (min-width: 1260px) { #accolades .container { max-width: 950px !important; min-width: 950px !important; } } #ads-anatomy { background: #e8eaee !important; } #ads-anatomy *{color:#000 !Important;} .sample-ad{ border-color: #3b5998; background: #f8f8f8; } #ads-anatomy .number-icon:after{ } .cnc-2008{min-height:192px} Schedule Discovery Call What is Included in CRO PPC CRO This involves an end-to-end assessment of your campaign structures, bidding strategies, landing pages and conversion points. We will put data from a number of sources to work to make your campaigns more efficient. On-site CRO Are users struggling to find critical information about your product or service? Is your messaging striking the right chord? We’ll use a mix of qualitative and quantitative methods to help fine tune your website experience. Page speed optimization Amazon famously found that 100ms in latency cost them 1% in sales from any given page. We’ll collaborate with you to identify and implement changes to improve your website speed. Business intelligence You can’t improve what you can’t measure. We’ll work through your analytics systems and processes to ensure that your data is trustworthy and meaningful. Find Out More Discover how CRO can help your business with a quick, 30-minute discovery call. See how Clicks and Clients cut cost-per-lead in half with video ads With eye-catching video creatives, we doubled a client’s conversion rate and slashed their CPL by half. View case study 3x increase in lead volume When we said we were adaptable, we weren’t kidding. Find out what happened when we decided to throw out the conventional playbook with a client. View case study Facebook Advertising Can Be Confusing Targeting the wrong customer with your Facebook ad campaign can impact your return on investment. In fact, this is just one of several variables to consider when developing a successful Facebook campaign. In addition, you need to consider your current customer data, selecting the correct image, writing great copy, optimizing your landing page and properly using remarketing as a part of your campaign. A simple misstep in any one of these variables can result in lost leads and lost sales. MORE Having created hundreds of Facebook ads for our clients, we understand how confusing and frustrating setting up your ad campaign can be. That’s why we embrace transparency. From our initial Discovery call to developing your ad campaign, your ad sets, and your ad, we partner with you and your business to ensure success. Every step of the way we’ll tie our efforts directly to watching your return on investment grow. If you’ve struggled to scale your business with Facebook Ads and you’re ready to use it more effectively to get more leads and sales, then click the button below and schedule your Discovery Call today. Together, we’ll map out a plan to target your ideal audience and achieve your business objectives. DISCOVER MORE Anatomy of a Successful Facebook Ad 01 Logo Your company logo. The image size needs to be 40X40 pixels so having good resolution is important. 02 Attention Grabbing Text You only have a second or two to capture someone's attention with your copy. To do this the copy needs to be about them not about you. 03 Image The image you choose for your ad is important. It needs to be relevant to the offering and should stand out as people scroll through their feed 04 Headline This is the BOLD part of the ad. In our experience, the best performing ones tell your customers what to do. 05 Button Like the Headline, the Button is also a call to action. The button links to a specific action or sales page. 02 Attention Grabbing Text You only have a second or two to capture someone's attention with your copy. To do this the copy needs to be about them not about you. 03 Image The image you choose for your ad is important. It needs to be relevant to the offering and should stand out as people scroll through their feed 04 Headline This is the BOLD part of the ad. In our experience, the best performing ones tell your customers what to do. Schedule Discovery Call From Union Station to the United Kingdom and beyond We trace our roots to the Denver area in 2008. Since then, we’ve grown to serve clients throughout the United States and worldwide. Founded in the Mile High City in 2008, we know the Denver market inside and out. We specialize in working with Colorado businesses. You need a partner, not an agency Find out how Clicks and Clients can supercharge your lead generation efforts. Schedule a discovery call FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call ### Search Engine Optimization Since 2008 SEO Services Built for 2024 and Beyond The world of Search Engine Optimization (SEO) is rapidly evolving.Google released a number of major algorithm updates in 2023 and 2024, aiming to combat the increasing amount of search engine spam and low-quality generative AI content.These changes have completely upended the playbook for “traditional” SEO, leaving many businesses scrambling. Not Just Traffic — Meaningful Conversions Authenticity has always been important in SEO, but now it is absolutely critical.That’s why we don’t have a one-size-fits-all SEO plan. Every business is different, and so are your customers.When you work with Clicks and Clients, we sit down with you to understand your business from end-to-end and develop a bespoke SEO strategy tailored to your strengths, capabilities and the types of users you hope to capture.This is how we don’t just drive organic search traffic to your website — we drive conversions that impact the bottom line. No Tricks, No Gimmicks, No Fluff SEO is changing rapidly — what hasn’t changed is how important it is to create genuine, impactful content that resonates with your audience. That’s how we approach SEO. Schedule a discovery call What Are ‘AI Overviews’? AI Overviews are a new search feature that inject generative AI text at the top of the search results.Depending on the type of query, case studies have shown that appearing in an AI overview can increase your traffic from 10% to 100% compared to traditional search results.Brands that produce high-quality, well-researched content will capitalize on AI overviews in this new era of Google search. That’s where Clicks and Clients excels. "I have dealt with 5 different SEO firms in my career. Even used one of the so-called ‘Big Boys’. Clicks has done the best job, by far. No false promises and fluff. By working together, I have achieved page 1 RESULTS."— Robert H.Criminal Defense AttorneyLos Angeles, CA What is SEO? Search engines like Google and Bing use natural language processing algorithms and hundreds of so-called “ranking factors” to understand what is on your website and how it should rank in search results. SEO is the practice of optimizing your website to help search engines better understand what your business does and why you are important. Technical SEO It all starts with technical SEO. If search engines struggle to crawl and index your website, you can bet that they won’t show it to searchers. Content Search engines favor websites with crisp, well-written content that provides value to readers. This is also where you show visitors why they should do business with you. Page Speed This is especially important for businesses that people search for on mobile devices. Consumers — and search engines — aren’t going to wait around for your pages to load. Local SEO Do you serve customers in your area? Google has additional features that you can take advantage of to get found in search. Find Out More Discover how PPC can help your business with a quick, 30-minute discovery call. 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min-width: 500px !important; } } How to use SEO to earn market share among the big brands Find out how Clicks and Clients helped a family-owned vacation rental company grow organic search traffic by 26.7% year-on-year and boost revenue during peak season. View case study 10x increase in traffic to local SEO client See how Clicks and Clients tackled a complex directory listing campaign to help a client achieve a 90% share in their local market. View case study 3 Steps to Grow Your Business in the Next 90 Days 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 01 Discovery Call Let's talk about your business goals and see if we're a good fit 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 03 Partner and Grow With regular updates, we'll keep you informed on our actions and results DISCOVER MORE Mile High born and bred Clicks and Clients was founded in Denver in 2008. We’re proud to serve businesses throughout the Centennial state and worldwide. We’re as Denver as a crisp, sunny winter day, and we’re proud to call the Mile High City home. Since 2008, we’ve partnered with dozens of Denver businesses, from legal, to hospitality and ecommerce. How We Work Together It all starts with a discovery call. This is when we talk about business goals and we see if we’re a good fit. SEO isn’t appropriate for all businesses, so this is where we’ll give you an honest assessment of what’s possible. We develop the plan. As we mentioned, every business is different. This is when we tailor a growth plan to your goals and your capabilities. Next, we’ll align on it, and our team will get to work. We partner and grow. We view ourselves as a partner and an extension of your marketing team. At Clicks and Clients, our service lines do not compete with each other for your business. We take a holistic approach to your business and our agency.If you are an SEO client and we feel that your business goals would be better met by Paid Search, we’ll be the ones to tell you. Every other week, our entire agency gets together to discuss our clients and how we can help them grow. Although you’ll be assigned one account manager, in reality, you’ll have nearly 20 marketing experts brainstorming on ways to better reach your goals. DISCOVER MORE Get the Latest Recent SEO posts from the Clicks and Clients blog. Unlock the Secrets of Organic CPA: The Ultimate Guide to Cost Per Acquisition by Paul Rakovich Imagine unlocking the secrets to driving business growth by simply understanding the cost of acquiring customers through organic search traffic. Welcome to the world of Organic CPA! This metric is a game-changer in the realm of marketing strategies, offering insights into customer behaviors and paving the way for more effective marketing campaigns. Ready to dive in and learn the ultimate guide to Cost Per Acquisition? Let’s go! Key Takeaways Understanding Organic CPA enables businesses to gain insights into the efficacy of their ad campaigns and optimize strategies for maximum profitability. Utilizing tools such as Google Analytics, Ahrefs, and SEMrush can… Ad Copy, Internet Marketing, News, PPC, SEO Google My Business Messaging: Engage Directly With Your Customers by Paul Rakovich Have you heard about Google My Business messaging? It’s a great marketing tool that can help businesses monitor customer behavior and target Google’s business messages to specific demographics to increase their exposure. With GMB messages, companies can use Google business messages to improve search results and connect with customers directly through Google Search. In today’s world, where mobile traffic is on the rise, it’s more important than ever for local businesses to take advantage of visibility and gather valuable customer insights. For example, did you know that 88 percent of all local SEO mobile searches result in a follow-up phone… Local SEO 5 Conversion Rate Tactics That Are Low Cost, High Reward by Paul Rakovich Ultimately, the goal of any business is to convert consumers into customers—and keep those customers coming back. But, the term “conversion rate” in marketing merely reviews the percent of people who perform a desired action, so depending on your business goals, conversions can be defined a number of ways. Perhaps you’re trying to convert people to sign up for your newsletter, thus guiding them further along on the buyer journey. Regardless of goals, there are a number of easy ways to increase conversion rates without having to spend much money.    1. Enhance UX User experience (UX) is a major… CRO, SEO Agencies are old and outdated. You need a partner, not an agency. Find out how Clicks and Clients can help you get found in search engines. Schedule a discovery call FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call ### B2B Healthcare Software Company Gains Focus, Growth with Google, Microsoft Ads CASE STUDY B2B Healthcare Software Company Gains Focus, Growth with Google, Microsoft Ads Data Clean-Up Evaluating Customer Journey Channel Expansion .sh-titlebar { display: none; } .sh-counter, .sh-counter-style1 .sh-counter-topbar { text-align: left; } .cs-intro-bg { opacity: 0.85; filter: brightness(1) saturate(50%) invert(0%) sepia(0%) saturate(163%) hue-rotate(4deg) brightness(91%) contrast(88%); position: relative; height:600px } #text-block-fd2c223a52d331b4a2e3a3b65e416999 { max-width: 800px; margin-bottom: 50px; } #results .fw-row { max-width: 980px; } .recipe-row li{color:#fff} .recipe-row { margin: 50px 0 0; padding: 0; list-style: none; font-size: 20px; color:#fff ; font-size:150% } .sh-divider-line { width: 85px; } #cs-info .cs-info-bg { } #cs-info img {border: 1px solid #ccc;} #cs-info .cs-info-bg:before { content: ""; background-image: url(//www.clicksandclients.com/wp-content/uploads/2021/05/Restaurant-Case-Study-bg.png); 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} #cs-info3:after { content: ""; background-image: url(https://www.clicksandclients.com/wp-content/uploads/2024/05/cs-healthcare-bg.png); background-size: 300px; background-repeat: no-repeat; position: absolute; top: 0; left: 0; width: 100%; height: 100%; opacity: .35; background-position: 85% 100%; filter: brightness(0) saturate(100%) invert(65%) sepia(8%) saturate(2663%) hue-rotate(111deg) brightness(82%) contrast(96%); } #cs-info2:before { transform: none; } /* center the blockquote in the page */ .blockquote-wrapper { display: flex; height: 35vh; padding: 0 20px; } /* Blockquote main style */ .blockquote { position: relative; max-width: 650px; margin: 80px auto; align-self: center; } /* Blockquote header */ .blockquote .testi { position: relative; /* for pseudos */ color: #ff8200; font-size: 2.8rem; line-height: 1; margin: 0; border: solid 2px; border-radius:20px; padding: 25px; font-family: 'Montserrat'; background: #f8f8f8; } /* Blockquote right double quotes */ .blockquote .testi:after { content:""; position: absolute; border: 2px solid #ff8200; border-radius: 0 50px 0 0; width: 60px; height: 60px; bottom: -60px; left: 50px; border-bottom: none; border-left: none; z-index: 3; } .blockquote .testi:before { content:""; position: absolute; width: 80px; border: 6px solid #f8f8f8; bottom: -3px; left: 50px; z-index: 2; } /* increase header size after 600px */ @media all and (min-width: 600px) { .blockquote .testi p { font-size: 3.5rem; line-height: 1.15 !important; } } /* Blockquote subheader */ .blockquote h4 { position: relative; color: #ffffff; font-size: 1.65rem; font-weight: 400; line-height: 1.2; margin: 0; padding-top: 15px; z-index: 1; margin-left:150px; padding-left:12px; } .blockquote h4:first-letter { margin-left:-12px; } The Story of a B2B Software Company This software company originated in 2015 after the CEO found himself in a marketplace with limited options for a healthcare plan he would be proud to offer employees. Upon reaching out to Clicks and Clients, the healthcare software company was relying on an internal team member to manage Google Ads, tracking and landing page updates. Through some digging by the Vice President of Marketing at the healthcare company, the client approached Clicks and Clients with the following challenges:Campaign structure and management concernsIncorrect and inaccurate data representing forecasting, and other key business decisionsNo plan or strategy to grow lead volumesOn the initial discovery call, Clicks and Clients offered advice on Google Ad management to encompass some basic account clean up. Clicks and Clients goal was to get someone in the account to properly manage, even if it was not Clicks and Clients. Improved Tracking from 30% Accuracy to 95% in 6 months This healthcare software company uses Hubspot as their main CRM, and was tracking 30% of Google Ads traffic. The other 70% was being counted as direct and organic search.Clicks and Clients identified key tracking pieces missing, including Google Ads goals, Google Analytics goals and pixels being accurately placed on pages. The healthcare software company was not using landing pages, only website pages, which accounted for a longer load time not allowing the correct tags to fire.After the above was adjusted, the healthcare software company started seeing tracking improvements and were able to successfully track 95% of all paid traffic sources. Grew conversion rate on landing pages by 51% The healthcare software client was anticipating receiving booked meetings from their paid efforts but had no customer journey for a user to book a meeting. Clicks and Clients worked to adjust the customer journey to include multiple touchpoints and a clear CTA. Clicks and Clients also worked to create specific landing pages for paid efforts with limited headers and footers to encourage users to complete the CTA of booking a meeting. Booked meetings increased and overall conversion rates on the landing pages increased by 51%. Introduced New Channels to Reach 3x the Customers While working on proper Google Ads tracking, the Clients and Clients team also worked to complete accurate tracking across Microsoft Ads, Facebook and LinkedIn.After initial data that presented clearer views of lead qualities, the Clicks and Clients team created audience segments for additional platforms and expanded campaigns starting with remarketing, and eventually prospecting.Clicks and Clients was able to receive a qualified booked meeting for 52% less on social media than Google Ads. Overall Results Since the partnership between Clicks and Clients and this healthcare software company, we have increased qualified booked meetings by 147% year over year. Their sales team has expanded from 3 reps to 5, and has just hired 3 business development representatives to continue to expand their team to work the leads being brought in by paid media. "Clicks and Clients came in and immediately were in the trenches with us. They went above and beyond to do what was necessary to start to successfully grow our business." If you are a B2B Company looking to grow through lead generation, Clicks and Clients is the partner you will find invaluable. Grow Your Business ### Conversion Rate Optimization Conversion Rate Optimization Services Conversion rate optimization (CRO) is the process of enhancing your website to make it more effective at “converting” website visitors into customers.Depending on how your business is structured, this can mean:Closing more online salesAcquiring more subscribersCapturing more leads from your web formCRO does this by using a broad set of tools and data collection methods to develop a deep, meaningful understanding of your ideal customer. Then, it tests changes to the messaging and UX on your website to better reach them. Anyone Can Do CRO, But Few Do It Well The truth is that anyone can set up an A/B testing platform and run experiments, but the devil is in the details. Far too many agencies and in-house consultants spin their wheels chasing quick fixes with unscientific approaches:Superficial features that take credit for conversions that were going to happen anywayAdding friction and losing customers for short-term gainsStructuring tests to create frequent "winners" that don't actually produce resultsClicks and Clients cuts through the fluff with a user-focused, data-driven approach that produces a measurable, lasting impact to your business. What is Included in CRO PPC CRO This involves an end-to-end assessment of your campaign structures, bidding strategies, landing pages and conversion points. We will put data from a number of sources to work to make your campaigns more efficient. On-site CRO Are users struggling to find critical information about your product or service? Is your messaging striking the right chord? We’ll use a mix of qualitative and quantitative methods to help fine tune your website experience. Page speed optimization Amazon famously found that 100ms in latency cost them 1% in sales from any given page. We’ll collaborate with you to identify and implement changes to improve your website speed. Business intelligence You can’t improve what you can’t measure. We’ll work through your analytics systems and processes to ensure that your data is trustworthy and meaningful. Find Out More Discover how CRO can help your business with a quick, 30-minute discovery call. DISCOVER MORE #cro-inclusion .container { /background: #f8f8f8; padding: 0px 50px 60px !important; /box-shadow: 3px 3px 30px 3px rgba(136,136,136,0.45); } .ppc-cro img,.bi img { filter: brightness(0) saturate(100%) invert(75%) sepia(91%) saturate(392%) hue-rotate(97deg) brightness(85%) contrast(84%); } .onsite-cro img, .more-cro img{ filter: brightness(0) saturate(100%) invert(81%) sepia(44%) saturate(7496%) hue-rotate(321deg) brightness(101%) contrast(93%); } .pso img { filter: brightness(0) saturate(100%) invert(77%) sepia(39%) saturate(5861%) hue-rotate(174deg) brightness(105%) contrast(101%); } .more-cro { max-width: 450px; margin-left:auto;margin-right:auto } .more-cro .sh-output-html .submitBtn{ margin-top: 30px; } .sh-testimonials-quote {font-size: 35px;line-height: 1.25;margin-bottom: 20px;} #denver-focus { background-position: center; text-align: center; min-height: 660px; } #view-cs .sh-text-block{ font-size: 20px; max-width: 800px; margin: auto; } .sh-accordion-title { font-size: 18px; font-weight:bold } .sh-accordion-style3-center .sh-accordion-item .sh-table { text-align: left; } #faqs .container { max-width: 90% !important; } .sh-accordion .panel-body .sh-accordion-icon-cell { padding-right: 0; } #cro-services .sh-text-block ul { margin-bottom: 30px; list-style: none; } #cro-services .sh-text-block li {position:relative;margin-bottom: 15px;padding-left: 10px;} #cro-services .sh-text-block li:before {content:"";position:absolute;inset:0;background: url(https://www.clicksandclients.com/wp-content/uploads/2024/04/cro.png)no-repeat;background-size: 28px;left: -30px;filter: brightness(0) saturate(100%) invert(56%) sepia(38%) saturate(4367%) hue-rotate(349deg) brightness(94%) contrast(84%);} #testimonials { box-shadow: 3px 3px 30px 3px rgba(136,136,136,0.45); background: #333; } #denver-focus .sh-column { max-width: 768px; margin-left: auto; margin-right: auto; } /* center the blockquote in the page */ .blockquote-wrapper { display: flex; height: 20vh; padding: 0 20px; } /* Blockquote main style */ .blockquote { position: relative; max-width: 550px; margin: 80px auto; align-self: center; } /* Blockquote header */ .blockquote .testi { position: relative; /* for pseudos */ color: #ff8200; font-size: 2.8rem; line-height: 1; margin: 0; border: solid 2px; border-radius:20px; padding: 25px; font-family: 'Montserrat'; } /* Blockquote right double quotes */ .blockquote .testi:after { content:""; position: absolute; border: 2px solid #ff8200; border-radius: 0 50px 0 0; width: 60px; height: 60px; bottom: -60px; left: 50px; border-bottom: none; border-left: none; z-index: 3; } .blockquote .testi:before { content:""; position: absolute; width: 80px; border: 6px solid #333; bottom: -3px; left: 50px; z-index: 2; } /* increase header size after 600px */ @media all and (min-width: 600px) { .blockquote .testi { font-size: 3.5rem; line-height: 1.2; } } /* Blockquote subheader */ .blockquote h4 { position: relative; color: #ffffff; font-size: 1.65rem; font-weight: 400; line-height: 1.2; margin: 0; padding-top: 15px; z-index: 1; margin-left:150px; padding-left:12px; } .blockquote h4:first-letter { margin-left:-12px; } @media (max-width: 768px){ #denver-focus{ min-height: 450px; } } @media (max-width: 550px){ #cro-inclusion .container { max-width: 100% !important; } .sh-testimonials-quote {font-size: 30px;} #denver-focus { /* min-height: 400px; */ } #denver-focus .container { max-width: 90% !important; } } .fw-table table,#cro-capture-leads .sh-text-block { margin-left: auto; margin-right: auto; max-width: 900px; } #cro-capture-leads .sh-text-block { margin-left: auto; margin-right: auto; max-width: 700px; } What our Customers are Saying "They treated our business like their own."— Geoff ChadwickCMO, FortuneBuildersReal estate events company What our Customers are Saying "They treated our business like their own."- Geoff ChadwickCMO, FortuneBuildersReal estate events company "They bring a lot of creativity and energy."- Amy SkinnerDirector, Take CommandAn insurance SaaS company Denver born and bred, with a nationwide reach Founded in the Mile High City in 2008, we know the Denver market inside and out. We specialize in working with Colorado businesses. Founded in the Mile High City in 2008, we know the Denver market inside and out. We specialize in working with Colorado businesses. You Need a Partner Not an Agency Conversion rate optimization is a collaborative process that not only unlocks your website, but it also provides benefits for everyone in the organization. InnovationWe use cutting edge tools, statistical analysis, and user research methods to uncover deep insights about your ideal customer. Actionable insightsWe don’t just help you improve your landing pages and checkout pages. We provide insights that can improve all of your marketing activities — from sales outreach to product marketing. Measurable resultsFollow the results of our conversion rate optimization efforts, from hypothesis to experiment to long-term increase in your bottom line. Schedule Discovery Call See how a simple UX change boosted conversions by 54% Our research showed that users were getting lost in the signup process for a financial services company. See how we stopped abandonments and increased signups. View case study 3 Steps to Grow Your Business in the Next 90 Days 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 01 Discovery Call Let's talk about your business goals and see if we're a good fit 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 03 Partner and Grow With regular updates, we'll keep you informed on our actions and results DISCOVER MORE How To Capture More Leads Most people think SEO is just about getting keywords on the page. This is far from the truth. Here are five other factors that can boost your search engine optimization efforts: WHAT Conversion Rate Optimization Search Engine Optimization Pay Per Click HOW Get more sales without more traffic Increase your organic traffic, leads and sales Drive more traffic with Google AdWords A/B Testing X Conversion Rate X Increase Traffic X X Content Driven X Ads X DISCOVER MORE FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call You need a partner, not an agency Unlock your website funnel today and drive learnings throughout your entire organization Schedule a discovery call ### PPC Management Services PPC Management Services Pay-per-click (PPC) marketing, sometimes called SEM or Search Engine Marketing, refers to paid search ads on Google and Bing. These ads capture the traffic that’s at the bottom of the sales funnel, making it a very effective marketing channel when managed correctly. PPC is constantly evolving and must be monitored and adjusted regularly.At Clicks and Clients, we believe every client is unique. Starting with our discovery call, we’ll develop a unique PPC management strategy based on your business goals that will directly link our activities to your bottom line. Millions Managed Since 2008 We’ve been doing this a long time. As Google continually releases new products and features, we test, adapt and add them into our toolbelt.As an agency with almost two decades in the game, we run campaigns in ways that are often viewed as old school. However, we put our methods to the test time and time again, and we frequently come out on top in comparison to other agencies.Even as search is rapidly evolving, some things don't change, and Clicks and Clients' approach to PPC has stood the test of time. Our Pay-Per-Click Services Although paid search typically has the highest ROI and most conversions, PPC is more than just text search ads. At Clicks and Clients, we utilize a full range of ad types to best reach our clients’ goals. Ad types include: Search (Google & Bing) Search campaigns seek to maximize your returns by using tools such as from Google Ads and Bing Ads. While these campaigns are effective at driving traffic, the question you need to ask is, is it the right traffic for your business? Remarketing Sometimes called “retargeting”, this marketing tactic allows us to identify visitors to your site, sort them into segments, and continue to market to them based on their actions. Shopping Shopping campaigns promote your inventory, boost traffic to your website or local store, and find better qualified leads. We manage shopping ads on Google, Bing, Social, and Amazon and we offer feed management services to optimize your feed for the best possible performance in each marketplace. Video (YouTube) Video ads are a powerful branding tool that has the ability to increase your company’s performance across all channels. We’ll not only build and manage your campaigns, but our creative team can also assist you in creating the best videos that are optimized for performance. Display We utilize advanced behavioral targeting to show your display and video ads to your exact target audience across the internet. Using IP address tracking, we can determine the true value of your display campaign by measuring view-through conversions instead of click-through only. Find Out More Discover how PPC can help your business with a quick, 30-minute discovery call. DISCOVER MORE .millions-managed img { box-shadow: 3px 3px 30px 3px rgba(136,136,136,0.25); } #ppc-services { background: #fefefe; } #cro-inclusion .container { /background: #f8f8f8; padding: 0px 0px 60px !important; } .cnc-filter { box-shadow: 1px 1px 5px 1px rgba(136,136,136,0.25); padding-bottom: 60px; } .ppc-cro img,.bi img { filter: brightness(0) saturate(100%) invert(75%) sepia(91%) saturate(392%) hue-rotate(97deg) brightness(85%) contrast(84%); } .onsite-cro img, .more-cro img{ filter: brightness(0) saturate(100%) invert(81%) sepia(44%) saturate(7496%) hue-rotate(321deg) brightness(101%) contrast(93%); } .pso img { filter: brightness(0) saturate(100%) invert(77%) sepia(39%) saturate(5861%) hue-rotate(174deg) brightness(105%) contrast(101%); } .jungle-green-color img{ filter:brightness(0) saturate(100%) invert(75%) sepia(91%) saturate(392%) hue-rotate(97deg) brightness(85%) contrast(84%)} .roman-color img{filter:brightness(0) saturate(100%) invert(81%) sepia(44%) saturate(7496%) hue-rotate(321deg) brightness(101%) contrast(93%)} .picton-blue-color img{filter:brightness(0) saturate(100%) invert(77%) sepia(39%) saturate(5861%) hue-rotate(174deg) brightness(105%) contrast(101%)} .cnc-color img,.cnc-filter img { filter: invert(46%) sepia(77%) saturate(1015%) hue-rotate(0deg) brightness(103%) contrast(106%);} .more-cro { max-width: 450px; 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max-width: 340px; } } #testimonials { box-shadow: 3px 3px 30px 3px rgba(136,136,136,0.45); background: #333; } /* center the blockquote in the page */ .blockquote-wrapper { display: flex; height: 20vh; padding: 0 20px; } /* Blockquote main style */ .blockquote { position: relative; max-width: 550px; margin: 80px auto; align-self: center; } /* Blockquote header */ .blockquote .testi { position: relative; /* for pseudos */ color: #ff8200; font-size: 2.8rem; line-height: 1; margin: 0; border: solid 2px; border-radius:20px; padding: 25px; font-family: 'Montserrat'; } /* Blockquote right double quotes */ .blockquote .testi:after { content:""; position: absolute; border: 2px solid #ff8200; border-radius: 0 50px 0 0; width: 60px; height: 60px; bottom: -60px; left: 50px; border-bottom: none; border-left: none; z-index: 3; } .blockquote .testi:before { content:""; position: absolute; width: 80px; border: 6px solid #333; bottom: -3px; left: 50px; z-index: 2; } /* increase header size after 600px */ @media all and (min-width: 600px) { .blockquote .testi { font-size: 3.5rem; 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top: 0; } } See how Clicks and Clients increased booked meetings by 147% After a year working together with Clicks and Clients, a Texas-based healthcare software company needed to more than double their sales staff to handle the new leads coming in. View case study A 2,675% improvement in vacation rental bookings Using hyper-targeted campaigns, Clicks and Clients helped interested vacationers discover hundreds of properties on a vacation rental website. View case study "They bring a lot of creativity and energy."— Amy S.Director, SAAS Healthcare Company 3 Steps to Grow Your Business in the Next 90 Days 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 01 Discovery Call Let's talk about your business goals and see if we're a good fit 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 03 Partner and Grow With regular updates, we'll keep you informed on our actions and results DISCOVER MORE How We Work Together We don’t automate our account management. Bids, budgets, and optimizations are managed by a real person, in real time, based on your data. We’re transparent with your data. We do not “own” your ad accounts, your ads, your Google Analytics, or your Google Tag Manager accounts. This means you are free to check on the accounts and view the data whenever you please. Should you ever decide to part ways with us, you retain all of your accounts and assets. We view ourselves as a partner and an extension of your marketing team. At Clicks and Clients, our service lines do not compete with each other for your business. We take a holistic approach to your business and our agency. If you are an SEO client and we feel that your business goals would be better met by Paid Search, we’ll be the ones to tell you. Every other week, our entire agency gets together to discuss our clients and how we can help them grow. Although you’ll be assigned one account manager, in reality, you’ll have nearly 20 marketing experts brainstorming on ways to better reach your goals. Some marketing agencies lock you into inflexible, long-term contracts. We don’t. We know things change and sometimes they don’t work out. That’s why we offer flexible terms. All we ask for is 90 days at the outset so you can see what we can do and you can start to see results from your campaign. DISCOVER MORE Denver focus, national reach We’re as Denver as a crisp, sunny winter day, and we’re proud to call the Mile High City home. Since 2008, we’ve partnered with dozens of Denver businesses, from legal, to hospitality and ecommerce. We’re as Denver as a crisp, sunny winter day, and we’re proud to call the Mile High City home. Since 2008, we’ve partnered with dozens of Denver businesses, from legal, to hospitality and ecommerce. You need a partner, not an agency Find out how Clicks and Clients can help you scale your paid campaigns Schedule a discovery call FAQs What is Conversion Rate Optimization? Conversion rate optimization (CRO) is the process of enhancing your website to increase the percentage of visitors who take a desired action. These actions – filling out a form, watching a video, subscribing to a newsletter, etc. – are defined as “conversions” and should align with your business goals. The CRO process involves understanding user behavior and how they interact with your site. CRO is like a toolbelt consisting of many tools you can use to increase your conversions. Tools like split testing (more commonly known as A/B testing), sales funnels, opt-in boxes, and even statistical analysis can all serve to boost conversions and lower the chances of people leaving items in their cart at checkout. When deployed correctly, conversion rate optimization can get you the results you need without an increase in your website’s traffic. Understanding which tools to use is the key which is why you need a partner who cares about your business as much as you do. At Clicks and Clients, we start every Discovery Call listening and learning about your company’s goals and objectives. This helps us better deploy the right tools so we can assess and change your website visitor’s behavior. So, If you’re ready to get more clicks, clients, and higher conversion rates, schedule your Discovery Call today. You have decent website traffic, but it’s not converting. You’ve tried everything you know, but your conversions are still low. If you don’t change this trajectory, you might miss your goals!But what exactly can you do? Do you need a new landing page, sales funnel, or maybe an online testing tool? If so, which one? There are so many options to choose from. It’s overwhelming and frustrating-especially since you know based on your traffic, you should be converting more leads. But how? Many of our clients come to us with lots of traffic and no clear plan to higher conversions. While not a silver bullet, Conversion Rate Optimization (CRO) can help you achieve higher conversion rates with your existing audience. Can I do CRO with a low traffic website? Absolutely! Conversion Rate Optimization (CRO) is crucial, regardless of your website’s traffic volume. With a low-traffic site, the focus shifts towards making every visitor count. By employing strategic CRO techniques, you can uncover valuable insights into user behavior, enhance user experience, and increase conversion rates effectively. It involves a meticulous approach: analyzing smaller data sets, running longer tests to gather significant data, and making informed, impactful changes. This method ensures that even websites with fewer visitors can achieve substantial improvements in conversions, maximizing the potential of every site visit. How does a partnership approach enhance CRO effectiveness? A partnership approach to CRO means working closely with a team that understands your business goals, audience, and unique market challenges. This collaboration leads to tailor-made optimization strategies that align with your brand, ensuring that every change made is data-backed and aimed at driving meaningful conversions. Such a close partnership ensures continuous learning and improvement, making your CRO efforts more effective and aligned with your long-term business objectives. How do I measure the success of my CRO efforts? Success in CRO is measured by the improvement in your website’s conversion rates. Key performance indicators (KPIs) might include the number of conversions, the conversion rate percentage, the average order value, or the cost per acquisition. By setting clear, measurable goals and employing robust analytics, you can track these KPIs to evaluate the effectiveness of your optimization strategies and make data-driven decisions to further enhance your site’s performance. Can A/B testing really help? Based on your site’s traffic, you should be converting more leads. But how? Would a new landing page help? How about a new funnel? These options may work individually or in combination, but how will you know which one worked best? To find out, you’ll need to implement one then wait. Implement a different one, then wait. It’s kind of like a guessing game. But what if you could implement changes you KNOW would increase your conversions? Well, you can. It’s called split testing (A/B testing) and it’s one of the methods you should use to improve your conversion rate. At Clicks and Clients, we understand the challenges you face improving your conversion rate. There are a lot of options and it can be very confusing. A/B testing, however, typically yields the best results without the confusion or the guessing game. A/B testing allows you to show similar visitors two different home pages, for example, at the same time. You don’t have to put one version up, wait for the results, then put up version two and see how it fares. Instead, with A/B testing, version one and two, run simultaneously so you can measure (statistically) which one performs better in real-time. When deployed correctly, A/B testing will help you optimize your website for your visitors, which will generate more leads, more customers, and ultimately more revenue. While we understand the power of A/B testing, it’s also not the best tool for everyone. This is why we start every Discovery Call learning about your company’s goals and objectives. Knowing your goals helps us determine if split testing is right for you. If it is, this enables us to get your A/B pages up and running faster so we can assess and change your website visitor’s behavior. So, if you’re ready to get more clicks, clients, and higher conversion rates, click the button below and schedule your Discovery Call today. Schedule a discovery call ### Thank You! Book A Call To Get Your Free Action Plan .sh-titlebar { display: none; } ### Recipe to Keep 7 Location Restaurant Open During Covid CASE STUDY Recipe to Keep 7 Location Restaurant Open During Covid 1 part Delivery Orders 1 part Data Analysis 1 part UX 3 Media Channels Dash of creativity The Goal Keep a seven restaurant chain cooking by replacing lost dine-in revenue with online orders. The Problem When faced with unprecedented business restrictions during the pandemic, restaurants had to quickly figure out new ways to stay afloat even while businesses had to close temporarily, and customers stayed quarantined at home. Luckily, there was still a demand for takeout and delivery and a desire to support local restaurants in the community.We may not be experts in the kitchen, but we know how to use engaging and innovative restaurant marketing strategies to attract more consumers. Our Recipe for Success Combining data from Facebook and Google Analytics allowed us to identify our target audience better and more effectively market the restaurant’s food and unique flavors to the right people.We deployed a full-funnel media mix model to deploy branded and non-branded creative, allowing us to reach more new and existing customers. We used paid display for greater reach and more granular targeting, paid social for enticing and engaging audiences, and finally, paid search to increase lower-funnel conversion. The result was an engaging, multichannel campaign that built a brand identity around the restaurant’s culture, employees, customers, and ingredients, the key to attracting new and existing customers. Using a combination of different media types (video, UGC-type creative, and static photos) made the campaign more enticing. At the same time, the bottom of the funnel tactics turned that interest into orders. .sh-titlebar { display: none; } .sh-counter, .sh-counter-style1 .sh-counter-topbar { text-align: left; } .cs-intro-bg { background-size: contain; opacity: 0.185; filter: invert(0.85); height: 600px; } #text-block-fd2c223a52d331b4a2e3a3b65e416999 { max-width: 800px; margin-bottom: 50px; } #results .fw-row { max-width: 980px; } .recipe-row li{color:#fff} .recipe-row { margin: 50px 0 0; padding: 0; list-style: none; font-size: 20px; color:#fff ; font-size:150% } .sh-divider-line { width: 85px; } #cs-info .cs-info-bg { } #cs-info { } #cs-info .cs-info-bg:before { content: ""; background-image: url(//www.clicksandclients.com/wp-content/uploads/2021/05/Restaurant-Case-Study-bg.png); background-size: 300px; background-repeat: no-repeat; position: absolute; top: 0; left: 0; width: 100%; height: 100%; opacity: .15; background-position: 80% -45%; } .cs-info-bg h2 { max-width: 300px; } #results .sh-counter-topbar{ width: 200px; } #results .fw-col-sm-4 { margin-bottom: 30px; } .sh-counter-number { margin-bottom: 0; padding-bottom: 0; } #cs-info:after {content: "";background-image: url(//www.clicksandclients.com/wp-content/uploads/2021/05/Restaurant-Case-Study-bg.png);background-size: 550px;background-repeat: no-repeat;position: absolute;top: 0;left: 0;width: 100%;height: 100%;opacity: .15;background-position: 90% 110%;} .cs-img{background-position: center center;background-size: cover;} .cs-img1 {background-image: url(//www.clicksandclients.com/wp-content/uploads/2021/05/Restaurant-Case-Study-3.jpg); } .cs-img2 {background-image: url(//www.clicksandclients.com/wp-content/uploads/2021/05/Restaurant-Case-Study-4.jpg?v2); } @media (max-width: 800px){ .cs-intro-bg{ height: 300px; } #cs-info:after{ background-size: contain; } .cs-img{margin-bottom:20px !important;} } Results In such uncertain times, we were committed to lessening the burden of closures, capacity restraints, and customer anxiety on the restaurant owners and staff by generating significantly more online revenue. 5 ROI from Google 3 ROI from social channels 40 higher overall reach 44 higher share of impressions 10 lower cost per purchase Not only did we exceed campaign and revenue goals, but in the process, we accomplished a few other things. We made the online ordering experience easier for customers, which reduced order abandonment. And we connected front and back of house systems with our campaign dashboard to confidently predict incremental revenue gains by marketing spend. ### Careers ABOUT CLICKS AND CLIENTSClicks and Clients partners with businesses to solve complex marketing problems and ignite long-term growth.If you’re passionate about digital marketing in our area of expertise, apply today. PPCManagement Search EngineOptimization Social MediaAdvertising Conversion RateOptimization CreativeServices APPLY TODAY Say Goodbye to the OfficeDitch your commute. Work remotely from home.Minimize distractions. Maximize efficiency.Leverage flexibility for greater work/life balance.Stay home, or travel and experience more of the world. Say Hello to a New Way to WorkWe’re founded in Denver, but work remotely around the world.Work with a diverse, talented team.Develop new skills with cross-functional teams and a commitment to learning. THE TANGIBLE BENEFITS OF CLICKS AND CLIENTS It’s simple. We care for our people, and our people care for our clients. Health Benefits Your health and wellbeing are critical to work/life balance.Health InsuranceVision InsuranceDental InsuranceLife Insurance Financial Benefits On top of competitive salaries, you can build your financial future here.Matching 401k OptionsROTH Contribution OptionsProfit-SharingEligibility after 6 months Lifestyle Benefits You’ll have the flexibility to build your career around your life.Work remotely from home.Enjoy quarterly retreats to learn and connect with your teammates.3 weeks of paid vacation. CORE VALUES DRIVE OUR WORK Do you see yourself in our values? If so, we’d love to hear from you. Transparency We're transparent and accountable to our clients and the team. Integrity We work with a commitment to honesty, always doing what we say we’re going to do. Empathy We listen to understand the experiences of others, and create meaningful connections. WORK REMOTELY. STAY CONNECTED. Daily MeetingsWith daily meetings, you'll enjoy the freedom to choose when and where to work. Tech ConnectionsWith tools like Slack and Zoom, you'll stay connected with your teammates. Quarterly RetreatsEvery quarter, the entire team comes together to socialize and share insights. What It's Like Working at Clicks and Clients Having worked at several top digital agencies in my career, I think the most rewarding part of working at Clicks and Clients is the small, but mighty and dedicated team of professionals leveraging paid social and search to fuel complex b2b lead generation campaigns. Ryan J. Jones We work with interesting clients across diverse verticals and we’re empowered with the right tools and culture to generate, test and execute on our ideas. It’s a hard-working, GSD team; but all of that happens after a few laughs in our morning huddle. Brandon Koslow JOBS OPENINGS | DIGITAL MARKETING WANT TO WORK WITH US? Director, Lead Generation MarketingWant to lead the team for lead generation? You'll develop and implement B2C and B2B marketing strategies to help our clients win.View the job posting. Director of Media StrategyDo you have an analytical mind but appreciate good creative? Have you ran campaigns on Meta, Google, LinkedIn, TikTok, etc?View the job posting. If you don’t see relevant job openings, but think you’d be a good fit, feel free to apply today. How I Can Help ### About Us Why Choose Clicks and Clients? Because you deserve a partner, not an agency. TALK TO AN EXPERT Vertical Expertise We have experience across industries, verticals, and business models.B2BB2CE-CommerceLead GenerationEvents One Stop Shop Work with a partner with a full spectrum of experience to boost your bottom line.PPCSEOSocial Media MarketingConversion Rate Optimization Proactive and Measured You need a partner that brings new ideas to the table and is accountable for results.New ideas to increase your sales.Measured results that link to your bottom line.Live support from marketing experts. WHO IS CLICKS AND CLIENTS? Clicks and Clients is a paid digital marketing agency focused on lead generation for B2B and B2C businesses. Clicks and Clients offers paid advertising on Meta, TikTok, Google and Microsoft Ads for B2B and B2C businesses seeking lead generation. Clicks and Clients is a Meta Business Partner and a Google Ads Premier Partner. Clicks and Clients has been in ad management since 2008, with experience in ad spends over $1,000,000 per month. The agency has obtained many accolades including making the INC 500/5,000 list three times and featured in the Wall Street Journal. Paul Rakovich, CEO, is a member of EO Colorado. Jillian Dutson, Vice President, was formerly recognized as the top 40 under 40 in the digital space. EXPERIENCE YOU CAN COUNT ON We've partnered with our clients to launch hundreds of projects, with millions of dollars in ad spend. 65Years ofSEO 72Years ofPPC 52Years ofCRO 46Years ofSOCIAL 45Years ofCREATIVE 75Years ofE-COMMERCE 66Years ofLEAD GEN $153,000,000ANNUAL AD SPEND BUDGET MANAGED REAL RESULTS FOR CLIENTS See how our clients experienced long-term growth. How Small Businesses Can Use SEOto Compete With Big BrandsA small, family-owned business was competing against OnlineTravel Agencies and aggregators like VRBO. Was SEO worth thetime and effort?Organic traffic grew 26.7% year over year.An additional $50,000 in revenue during peak season.READ CASE STUDY Cut Your Cost Per Lead in HalfUsing Facebook Video AdsAdvertisers who use video on Facebook often see betterconversion rates, higher engagement and greater ROI.When a direct-response advertiser wanted to experimentwith video, the results were moving.We did an A/B test over 30 days.Videos outperformed static ads by more than double.The client enjoyed twice the conversions with less ad spend.READ CASE STUDY Local Optimization is Crucial tothe Success of Your BusinessWithout a local optimization strategy, businesses arelosing out on potential customers. See how we refinedand optimized a business's website to drive new trafficand new growth.Delivered over 10x more organic traffic to their site.Local impressions jumped from 5% to 90% market share.Hompage traffic increased 269% in only 10 months.READ CASE STUDY REAL CLIENT EXPERIENCES Clicks and Clients put together and optimized a marketing campaign that provided my small business with an excellent ROI on Marketing dollars spent. They got cost per lead down below $100, utilized Bing to target a demographic in the sweet spot of my customer base, and kept the landing page fresh with new graphics and offers. Thorough and very responsive service.Michael WislinskyDenver Floor Coatings I have dealt with 5 different SEO firms in my career. Clicks has done the best job, by far. No false promises and fluff. By working together, I have achieved page 1 RESULTS. Thank you for your service.Robert Helfend, Criminal Defense Attorneyrobertmhelfend.com Having been involved in many businesses ventures over the last 30+ years including my role as C.E.O of a publicly traded company, I have had the opportunity to work with hundreds of companies from Big 5 accounting firms, to International Law firms and everything in between. I can honestly say that in that time I have never had a better experience than the one I have had over the last several months working with Clicks & Clients to launch our National Marketing Campaign. This launch was challenging to say the least as it involved a totally untested offering in a new technology in a very challenging and competitive environment. I don't believe such a challenging undertaking could have been successful in the time frame that it was with a lesser company and a less dedicated representative.Ron A. Nilsson, Founding PartnerDigital Wealth Alliance LLC PODCASTS YOU MAY ENJOY How To Scale Your Facebook Ads in 2022 w/ Paul Rakovich, Founder of Clicks and Clients An Honest Approach to Online Marketing Episode #21: Paid Digital Advertising for the Present and the Future - Paul Rakovich #410 - Paul Rakovich gets REAL about Bring new ideas, perspective, and performance to paid ad campaigns Effective Ads with Paul Rakovich Cutting Edge, Creative Paid Ads with Clicks and Clients’ Paul Rakovich How to run marketing experiments the right way to drive growth (lessons from million dollar ad budgets) IT'S TIME TO BOOST YOUR ROI Schedule your discovery call today. .sh-iconbox-style2 .sh-iconbox-icon { top: -10px; } .sh-iconbox-title h3 { margin-bottom: 20px; } .fw-col-sm-4 img { width: 100%; } .why-cnc .size-xxl span:last-child { display: block; } #whois-cnc .size-xxl span { display: inline; } ### New Glamping Site Hits Revenue Goals 3x Faster with Digital Strategy & Boutique Agency Than Prior Openings CASE STUDY:New Glamping Site HitsRevenue Goals 3x Faster withDigital Strategy & BoutiqueAgency Than Prior Openings Key Takeaways: Used omni-channel approach across SEO, paid ads, and social Test different methods early to create the most impactful campaigns Drove bookings to new camps at a record rate (three times faster than usual) YoY Google organic transactions were up +265% from Dec. 2018 vs. Dec. 2017 YoY Google organic traffic to homepage up +180% YoY total page traffic up +153% Opening a new luxury boutique lodging location is full of challenges—from staffing and construction to spreading awareness among potential guests and securing reservations. With so many factors to worry about, it can be difficult to focus enough efforts on properly marketing your business and generating interest.Leave it to the professionals.Our marketing experts may not be able to help make the beds, but we can drive reservations and increase profitability more quickly than projected with our strategic multi-faceted marketing plan, which utilizes organic and paid advertising along with social media campaigns.While working with Clicks and Clients, an established glamping company reportedrecord-breaking full reservations three times ahead of schedule. How did we do it?The Omni-Channel ApproachTechnology is ever-present in modern society, with consumers increasingly engaging across multiple channels and devices. This provides companies and marketers with exponential advertising opportunities, particularly because, according to Martech, 85% of travelers booked vacation activities on mobile in 2018, demonstrating the strong trend towards online and mobile bookings.Potential travelers use the internet and social media to discover new destinations, read reviews, and compare pricing before converting, so it’s essential to have a presence on multiple media outlets. In 2016, 84% of millennial travelers and 74% of other-generation travelers were likely to book based on social media posts. However, in 2018, 34% of millennials actually booked based on social media-based content.So, how do you measure results and decide which areas are best to allocate marketing efforts and budgets? By determining KPI for the following metrics: Our Approach:Spearheaded SEO efforts nine months prior to camp openings. SEO relies on organic search results that can take time to build but offer essential long-term benefits. Working on SEO in advance allowed CnC time to generate rankings for location and generate buzz about the impending opening.PPC ads were implemented across multiple channels including Google Ads, Facebook, Instagram, and Programmatic Display. These paid advertisements worked to create consumer interest and garner a list of potential customers interested in learning more. By testing different imagery and messaging, we were able to pinpoint what resonated best for this particular location.This client was new to social media advertising, which opened doors to unprecedented levels of interest and helped to quickly drive bookings.As the opening date approached, we were able to use our preliminary testing to measure key metrics and boost direct reservations, thanks to the information on early interest.With a multi-channel approach, we were able to not only ramp up early interest, but we were also able to use SEO, PPC, and social to earn a new camp revenue that the company typically doesn’t expect to see until after the camp’s third year in business.CnC has expert-level knowledge to help every one of our customers meet their marketing goals through increased exposure and revenue. If you’re interested in working with a boutique marketing agency with the drive, skills, and resources needed to take your business to the next level, contact us today. Customer: Under CanvasIndustry: Boutique LodgingFounded: 2009HQ: Bozeman, MTMission: To inspire connections with extraordinary places, people and the planet by enhancing access to the outdoors. Under Canvas has been recognized as the “perfect glamping experience” by Vogue and operates in locations from Montana to Maine.Services Used:SEOPPCSocial Used omni-channel approach across SEO, paid ads, and social Test different methods early to create the most impactful campaigns Drove bookings to new camps at a record rate (three times faster than usual) YoY Google organic transactions were up +265% from Dec. 2018 vs. Dec. 2017 YoY Google organic traffic to homepage up +180% YoY total page traffic up +153% ### Job Title: Director, Lead Generation Marketing The Director, Lead Generation Marketing at Clicks and Clients is responsible for leading the Paid Search, Paid Social and Programmatic teams for our clients, primarily focused on lead-generation. The Director is a responsible member of the larger team who is responsible for KPIs, process development and defines best practices. The Director maintains expertise across Paid Social, Paid Search and Programmatic and will have acquired experience performing hands-on activation of the above channels. The Director is expected to work directly with the Paid Media Strategy team and Client to translate objectives and strategies into tactical recommendations. The Director is responsible for leading teams specific to social, search and programmatic and delivering quality performance towards Client objectives. The Director will also work with other teams such as Analytics and platform-specific teams to lend expertise in areas of overall performance, measurement, test and learn tactics. The Director will maintain proficiency with all relevant industry and marketplace trends and manage partner relationships related to performance media and the Client. The Director will drive performance, including a testing strategy for copy/creative and meeting KPIs defined by the client and Clicks and Clients team.  This position reports to the SVP of Performance and is also supported by Clicks and Clients’ discipline leads in Programmatic, Search and Paid Social.   Responsibilities: Develop and implement integrated B2C and B2B marketing strategies  Architect lead generation campaigns with a multi-channel approach (paid advertising, lead nurture programs, email marketing, social media, etc.)  Define, develop and analyze KPIs and digital marketing campaigns and provide recommendations to improve business  Collaborate with internal partners to align marketing goals with overall company objectives and KPIs  Stay knowledgeable on key market trends and best digital marketing practices  Ensure accurate and timely completion of all administrative tasks by department supervisors. This includes time-tracking, adherence to the documentation of tasks in project management software, and timely completion of all deliverables and objectives  Actively able to build lead gen models across various categories and establish, prioritize and juggle all client KPIs  Develop and build out daily, weekly, etc. reporting cadence leveraging technology for accuracy and expedience in reporting  Able to build out thoughtful test and learn scenarios complete with clear stated goals, triggers and expected outcomes as part of an ongoing client learning agenda which would include advising and acting in partnership with creative agencies  Improve knowledge and understanding of key processes, offerings and POVs Develop performance media  processes, including test and optimization processes related to direct response, lead generation and retargeting which can offer best practice for other clients / categories  Stay current with industry updates and relay details to Agency and account team leads Develop and maintain an understanding of agency clients' businesses and verticals  Serve as a strategic resource for more junior team members  Manage and grow industry relationship with vendors, platforms, tools and media  Liaise with the creative team for streamlining of digital approach to strategic plan (oversight of digital details, specs, etc.)  Qualification and Experience: Bachelor's degree in business, marketing, or advertising preferred  6+ years of related work experience in an Agency  3+ years of experience managing teams of 4 or more  Experience in directly executing platform campaigns using first or third-party audience data, such as Facebook or programmatic via DSP  Insurance, specifically auto insurance vertical experience is strongly preferred  Salary and Benefits Competitive salary. Generous benefits including health coverage, PTO and matching 401(k) Clicks and Clients is an Equal Opportunity Employer: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex including sexual orientation and gender identity, national origin, disability, protected Veteran Status, or any other characteristic protected by applicable federal, state, or local law. * indicates required field Your Name:* Your Email:* Job Interested In:* Subject:* Your Message:* Cover Letter & Resume Upload:* Acceptable file types: doc,docx,pdf,txt,gif,jpg,jpeg,png. Maximum file size: 5mb. ### Home 07 2020 What We Do PPC Management Search Engine Optimization Facebook Marketing You Need a Partner Not an Agency As your partner Clicks and Clients' goal is to help you beat your competition so you can look good at your next staff meeting. InnovationWe monitor trends to ensure you are always getting fresh strategies Comprehensive ServiceA full spectrum of digitalmarketing experience Results-DrivenLearn how our actions linkto your bottom line Talk To An Expert Who is Clicks and Clients? Clicks and Clients is a paid digital marketing agency focused on lead generation for B2B and B2C businesses. Clicks and Clients offers paid advertising on Meta, TikTok, Google and Microsoft Ads for B2B and B2C businesses seeking lead generation. Need a Better Marketing Solution? Many of our clients come to us because they feel like they wasted time or money with past campaigns and agencies. Some might even say extreme things like, “Facebook ads just don’t work for my business.” When we ask them why they feel this way, they tell us how the agency they used never explained their processes, didn’t proactively bring new ideas to the table or even explain how marketing activities would be tracked & reported back to bottom-line results.Working with an agency shouldn’t be this way.At Clicks and Clients, we believe the only way to truly get more sales from your digital marketing efforts is through partnership and transparency. MORE We know how confusing digital marketing can be and we take pride in helping our clients increase their online sales AND their knowledge of the industry. We help you through the specifics because we know you have to report results to stakeholders like CEOs, Investors and you want to shine. Starting with our discovery call, together we’ll develop a plan specifically tailored to not just meet your business goals, but a plan that will directly link our activities to your bottom line. The simple truth is, we care about your business as much as you do. Your business is more complex than just digital marketing, so you need someone that understands the big picture and all the moving parts that go into a successful partnership. If you’re ready to beat your competition, click the button below and schedule your Discovery Call today. 3 Steps to Getting More Sales in the Next 90 days 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 01 Discovery Call Let's talk about your business goals and see if we're a good fit 02 Develop Plan Together we'll identify opportunities and craft a plan tailored for you 03 Partner and Grow With regular updates, we'll keep you informed on our actions and results DISCOVER MORE The Cost of Choosing the Wrong Agency Digital marketing is complex. These complexities can make it seem like a lot of fluff with some snake oil mixed in. Add to that the technical jargon and the alphabet soup of acronyms and it doesn't make it any easier.There are a lot of moving parts in digital marketing and unfortunately, some agencies take advantage of this. Others hide behind it, sending reports that talk about impressions and clicks, but never addressing bottom line results. Perhaps you’ve used one in the past or at least felt like you did. To most, digital marketing is already enough of a mystery without having to deal with the hidden or “proprietary” processes of some agencies. Often it’s grossly oversimplified. The siren song of hitting the easy button can be seductive. Or it’s overly complex leaving you feel confused and frustrated. It just shouldn’t be that way. MORE At Clicks and Clients, we’ve made digital marketing complexities our life’s mission and your success, our life’s work. We pride ourselves not only on your success but in our ability to elevate your expertise and boost your confidence along the way. When choosing an agency, we know there’s more at stake than just the monetary aspect of your investment. That’s why we start every Discovery Call learning about your business goals and objectives because we know the costs that come from choosing the wrong agency. If you’re ready to beat your competition, click the button below and schedule your Discovery Call today. How Do You Want to Increase Your Sales? PPC ManagementMaximize your returns fromGoogle AdWords and Bing PPC Search EngineOptimizationIncrease your organic traffic,leads and sales Facebook AdvertisingGenerate sales & leads whileusers are scrolling Email MarketingCreate highly engagingemails that will get yourcustomers to click and buy Conversion Rate OptimizationUnderstand user behavior andcapitalize on their engagement Creative ServicesCreate websites that turnvisitors into customers DISCOVER MORE #whois-cnc .fw-col-sm-4:not(.partner-heading) .sh-column-wrapper { min-height: 250px; } @media (max-width: 800px) { #whois-cnc .sh-column { margin-bottom: 50px; } } .feature-post{ background: #333 !important; } @media (min-width: 1000px) { .feature-post .container, .container-980 .container { max-width: 900px !important; min-width: 900px !important; margin: 0 auto; padding: 0 30px !important; } } ### Facebook Video Ads: Cut Your Cost-Per-Lead In Half Cut Your Cost Per Lead in Half Using Facebook Video Ads The Details 1 Billion daily users With more than 1 billion daily users, Facebook is still one of the top digital platforms for savvy advertisers.However, running successful and profitable campaigns on Facebook isn’t as simple as logging in and taking advantage of the social network’s enormous userbase. Advertisers have to tailor their messaging to Facebook’s various ad formats in order to reach those users. The Strategy Enter video ads. Advertisers who use video on Facebook often see better conversion rates, higher engagement and greater return on investment. It’s Marketing 101: the more entertaining the ad, the more memorable the message, and video delivers the capability to pack more entertainment into your messagingWe tested this by comparing static ads vs. video ads with one of our direct-response advertisers who measures performance on a cost-per-lead (CPL) basis.For advertisers like this one, who have a more complex product or message, video is the Holy Grail. It allows viewers to easily consume and respond to a strong call-to-action in a 30- to 60-second time span.To test this assumption — that video’s entertainment value can deliver a more complex message and spur more users to convert — we compared the two ad formats over a 30-day time period. Video ads outperformed static by more than double, driving up conversions while decreasing CPL by 55 percent. Just by switching to video, this client was able to produce twice the conversions with less ad spend. The Results Cost-per-click was roughly the same between the two ad formats as roughly the same percentage of users clicked through from the ad. Instead, the conversion rate more than doubled from static ads to video. The Conclusion With video, viewers spent more time consuming the ad message, learning about the product.Thus, they converted at a higher rate after clicking the video ads. Put Facebook Video to Work in Your Marketing Schedule Discovery Call ### Use SEO To Compete With & Outrank Big Brands Can small businesses compete with big brands when it comes to SEO? The Details Google strives to be equal opportunity in its rankings, but the fact remains that larger companies have greater resources, own higher authority domains, and receive more mentions in the press. Lacking similar resources, is search engine optimization worth the time and effort for a small company?This was the dilemma faced by one SEO client in the property management niche. They were a small, family-owned business competing with Online Travel Agencies (OTAs) and vacation rental aggregators like VRBO.com. The Strategy Onsite analytics revealed that some of the client’s best performing pages weren’t properly indexed and were not showing up in any search engine results. These pages had the potential to rank for keywords with high buyer intent. This lack of search engine visibility put the company at an even greater disadvantage compared to their competition.This issue was resolved and we rebuilt the internal linking structure to drive more traffic to these pages. The Results The client’s organic traffic grew 26.7% year over year. The increased traffic proved profitable quickly. Once the changes were implemented, an additional $50,000 in revenue was generated during the client’s peak season months. The Conclusion It is possible for a small business to level the playing field and compete with bigger brands for search rankings.No matter what size of your company, SEO is a worthwhile investment and one that you can continue to profit from for years. While you may not have the in-house resources to properly optimize your site, outsourcing can be an effective alternative in terms of both price and the results generated. Learn How to Compete with Big Brands Using SEO Schedule Discovery Call ### Progress Your Onpage Testing To Maximize Results From A/B to C: Progress Your Onpage Testing To Maximize Results. The Details Successful A/B testing is all about approaching your testing ideas strategically. While novice A/B testers might choose to test unrelated page elements one-by-one, you can drive more results by progressing your page from one test to the next. The Strategy The page explained the benefits of the company and prompted property owners to submit their information in an on-page form.The page had two outstanding issues:Users were not engaged with the material, as indicated by heatmap and bounce rate data, and Consequently, these users were not converting.Lacking visitor engagement, it’s not possible to increase conversions with a single test. So, we approached these issues by staggering two separate A/B tests.First, we chose to address the lack of overall engagement. Then, once we saw a higher percentage of users sticking around to engage with the content, the next step in our testing progression focused on the language of the primary call-to-action to drive more conversions.In our first test, the control condition was primarily white copy on a blue background with an orange call-to-action button above the fold. Our variation tested the addition of contrasting elements to the page, in order to make information more visible for readers.Next, we turned our attention to the primary call-to-action. The control copy read “See if your home qualifies.” Our hypothesis was that this copy was weak, implying that there was a chance a user may not qualify, which would make their effort seem wasted.In order to add contrast, part of the headline and the benefits copy were changed to an orange color that matched the call-to-action button. In our subsequent efforts, we replaced the uncertainty of the previous message with a benefit-driven question: “How much could yourproperty make this year?” We continued that sentiment in the button text, which read “Find out with your free consultation”. The Results Our test of contrast produced a statistically significant 282% increase in conversions. The change in messaging on the form produced an additional 99% increase in conversions which was also statistically significant.Contrast VariationOutperforms ControlBenefits MessagingOutperforms Control Maximize the Results of Your Website with CRO Schedule Discovery Call ### Disruptive Forces Using Hyper-Targeted Campaigns Handle Disruptive Forces in Your Industry Using Hyper-Targeted Adwords Campaigns The Details The client, a vacation rental site, was struggling to respond to a very serious threat posed by the arrival of companies such as Airbnb, VRBO, and HomeAway to the travel industry. They needed a way to evolve so that they could better compete in the digital space and take back some of theground that they had lost to their competitors. The Strategy The client had hundreds of properties in their inventory, and the challenge was to connect those properties with interested customers.After collaborating with the client’s management team, we created hyper-targeted campaigns that incorporated keywords specific to each property.Around this same time, Google rolled out several new features in the Adwords platform. We utilized these as well in the hope that we could help the client gain a competitive advantage. The Results The strategy was a success. Our client saw a 1100% increase in conversions in the first month of the PPC campaign. That improvement continued month by month until finally peaking at a 2675% improvement six months later. The Conclusion A more granular approach to our client’s PPC efforts yielded significant gains in conversion volume as the number of properties booked increased dramatically. In fact, the success of this campaign was so great in improving occupancy rates for our client that it necessitated the deployment of a separate strategy: acquiring additional properties to add to their inventory so that they could meet the increased consumer demand. Schedule a Consult for Your Pay Per Click Campaigns Schedule Discovery Call ### Monthly Newsletter Increases Sales and Customer Engagement Chances are you should be doing more email marketing. Read about a client who didn't think email was worth his time until it produced a 374% ROI. The Details Email marketing gets a bad rap.Ask most business owners, and they'll tell you email is either dead or dying.Yet the statistics around email marketing prove something much different. According to the Direct Marketing Association, for every $1 marketers spend on email, the average ROI is $40. Despite the potential for high returns, email remains a low priority for many small businesses.That was the case for one of our clients in the travel insurance industry. Facing competition from larger companies, this client initially reached out to us for help with PPC. However, over the course of the on-boarding process, we noticed something strange in the company's analytic data. Every so often, their website would see a spike in both traffic and sales.When asked, the client revealed that he would sporadically send out an email newsletter to past customers. Looking at the data proved that this newsletter was a profitable marketing channel that was ignored more often than not.One of the client's main reasons for ignoring email was lack of time to invest in the channel. He was also afraid that emailing his list too often would result in fewer sales and more unsubscribers. The Strategy After taking over email marketing for the client, we established a schedule of sending the newsletter out once a month. Thus far in 2016, the client's email marketing has produced a 374% ROI with no signs of slowing down in the future. The Results Email marketing has produced a 374% ROI. The Conclusion Are you utilizing your email list to its full potential? Schedule a free consultation today to get the most out of your email marketing. Send emails that convert. Schedule a free consultation today to get the most out of your email marketing. Schedule Discovery Call ### Video Ads: What Cat Videos on Facebook Can Teach You About Advertising Video ads are exploding into the world of Facebook advertising. Discover the exact methodology we used to profitably scale one video ad to $10,000 daily spend. The Details Video ads are exploding into the world of Facebook advertising.Videos on Facebook and Instagram have arrived in full force. Currently, Facebook users are watching over 100 million hours of video a day. And these views aren’t limited to cute cat videos or the latest viral sensation. Cat videos go viral because users share, like and comment on video more than static content. Savvy e-commerce advertisers are using video to drive views, shares and sales.Video ads are being shared, commented on, and liked much more than 'regular' ads. While likes don’t directly translate into sales, these social indicators increase the ad's relevance score, resulting in a lower cost per click, higher reach & free impressions. Basically, ads that are shared and liked are viewed more favorably by Facebook's algorithm. The Strategy This was the case for one of our e-commerce clients with thousands of products for sale on their site. After testing video ads for a few different products at the same time, one of them started to gain traction in the form of views and engagement. Rather than create a new ad for each new audience, we consolidated all of the creatives into a single ad. Not only does this improve the ad’s relevance score, but every new audience added will see all the accumulated likes, comments, and shares. The Results The campaign gained momentum and spread virally. We were selling a $139 product people didn’t know & hadn't heard of before viewing the ad on Facebook, so finding an audience of impulse buyers with disposable income was key. We tested 30 different audiences before pinpointing three that produced the lowest cost per click (around $0.25). The site converted at ~0.5%, resulting in a cost per acquisition around $59.We continued optimization of the campaign - at peak spending $10,000 per day with a reduced cost per acquisition at $30. When we sold out of the product, the retailer was excited to restock and restart the campaigns. The Conclusion Cat videos are here to stay as is this winning methodology which has become a best practice for our team, producing similar results across multiple product lines and client campaigns.The real value for the client, beyond selling out of a single product, was demonstrating customer acquisition at scale for both management, ownership, and investors. With a focus on lifetime customer value, making an initial sale profitably was the cherry on top. Launch Profitable and Ongoing Social Media Campaigns That Get Noticed Schedule Discovery Call ### Blog ### Digital Marketing Case Studies ### Google RLSAs: Generate More Revenue From Your Remarketing Audiences How effective are remarketing audiences at providing incremental revenue to traditional search and shopping campaigns? The Details Remarketing lists for search ads, better known by its acronym RLSA, is a feature that’s been around in the Google universe for the last couple of years.  However, it has recently been made eligible for use with Shopping campaigns, one of Google’s fast-growing segments.  With CPCs climbing in search and reaching new heights in shopping, advertisers now have to peel back the onion to help discover ways to generate highly-motivated traffic.Implementing RLSA is very much like remarketing on the display network, where you assign certain audiences to specific campaigns, except in this case you assign them to search campaigns.  The single greatest difference between remarketing on the search network via RLSA and the display network is that the user’s intent is manifested via search query, thus making it far easier for the advertiser to understand what the user is looking for.This is in opposition to display remarketing, where advertisers need to try and determine what makes their audience tick then hope that well-crafted creatives and superior placements grants them clicks and conversions.  The best way to describe this difference is to understand that display remarketing is passive, whereas search remarketing is active. The Strategy We looked to a national beauty and lifestyle company to better understand how RLSA might impact a medium to large retailer in the ecommerce space.  The data collected was from a 4 week period.  ROI, or return on investment, is instead conveyed as ROAS, or return on ad spend.  Here’s what we found:Total account traffic, segmented by non-RLSA and RLSA clicks by campaign type.CPC averages, segmented by non-RLSA and RLSA by campaign type.  RLSA CPCs will oftentimes be higher due to any bid adjustments that might be in placeTotal earned revenue, segmented by non-RLSA and RLSA by campaign type.  RLSA revenue, while substantially lower overall, was generated from a significantly lower amount of clicks.Total return on ad spend, segmented by non-RLSA and RLSA by campaign type.  Despite lower earned revenue and higher CPCs, RLSA audiences produced a far higher return for the client. The Results Clicks derived from RLSA audiences were just a fraction of those generated from the standard keyword targeting (~4,000 vs. ~36,000).  This proportion is by no means constant, as criteria such as the amount of search keywords, products available in your Shopping campaigns and the size of your remarketing list are going to greatly influence how this proportion turns out.We notice that the CPCs of RLSA audiences greatly exceeds that of non-RLSAs.  This is due to the advertiser’s ability to set a bid modifier for the audience/ad group combos being used.  Audience bids will be the same as the default ad group bids during initial setup, however advertisers can bid on the audiences individually as they see fit.  Here, we see that audiences assigned to non-brand campaigns experience a sizable bid modification, with CPCs nearly doubled.Traffic and costs aside, the revenue and return is where the rubber ultimately meets the road.  Despite accumulating just under 10% of total clicks, RLSA audiences generated over 25% of total revenue.  The result is that RLSA targeting generated a return over double that of traditional campaign targeting. The Conclusion The audiences that we used during this test were a combination of past buyer and all site visitor audiences.  To that end, it’s highly recommended that advertisers perform audience testing when utilizing RLSA, much like in remarketing campaigns.  Do 7-day Buyer audiences produce a higher return than 14-day Buyers?  What about 30-day Buyers?The benefits of utilizing RLSAs to augment existing search and shopping campaigns couldn’t have been made clearer than during this test.  With such a high rate of return on a rather incremental increase in total traffic, RLSAs can have a profound effect on the performance of an e-commerce account.If you would like to speak with one of our esteemed PPC experts to see how RLSAs might enhance your account or if you would like assistance with implementation, please drop us a line at ppc@clicksandclients.com or give us a shout at 303-790-1602. Find Out If We Can Help You Succeed With PPC Schedule Discovery Call ### Countdown Ads: A Case Study How time sensitive are countdown ads (ad customizers)? The Strategy Our client offers TEFL/TESOL certification courses offered monthly around United States and Canada.  We examined countdown ads counting down the days until registration closes – one day before classes started on a Saturday in March.The ads originally launched 21 days before registration ends and classes begin.Conversions are measured when a visitor initiates the registration funnel.  Revenue is only counted when the registration is complete and payment is made. Sample Ad-Teach English Abroadxxxxxxxxxxxx.com/Los-AngelesNext TESOL/TEFL Class Registrationin Los Angeles ends in 3 days The Results Week 1 Highest CPA, Imp per ConvLowest Conv RateNo revenue generated. Week 2 CPA and Conv rate improved from week 1Highest CTRAll Revenue generated. Week 3 Lowest CPA, Imp per ConvHighest Conv RateLowest CTRNo Revenue generated The Conclusion For this particular case, the Countdown Ads converted highest during the final week of the countdown, but the CTR was highest during the 2nd week.  Indicates people are researching more 2 weeks out, but converting more during the final week.All revenue is reported during 2nd week, because this was the date of the initial click.3rd week out performs the poorest across the metrics. Find Out If We Can Help You Succeed With PPC Schedule Discovery Call ### Backgrounds For Conversion: Easy CTR Wins An overlooked tactic for increasing your conversion is often the correct background. Significant increases in conversion can happen from simply choosing engaging website backgrounds. The Details Our goals with this site was to test whether a change in background would increase conversion. In recent years website background have become highly important versatile component.We noticed a week spot with this web page’s background not engaging it users, so we change the background to a real estate themed background. The Strategy If we place a highly engaging background for users, then we expect an increase in click thru late and website engagement. The Results Conversions increased by 20.29%. The Conclusion The results is there was an increase in CTR on the webpage. Whether a website or a landing page, if you are looking for a highly simple way to increase conversion, analyze your background.A couple questions to ask:does it fit your brand?Does it engage the users?Does it help your CTAs stand out enough that one would like to click on them?Combine this with changes in CTA button color and sizes and you will see substantial increases in conversion. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Pink Product Badges: Increase Product CTR The second installment of our Product Badges test yielded another success (First Case #1). We continue our product badge for CTR campaign on another clients page and succeed yet again. The Details Our goals with this site was to use the same color scheme and create a badge that would convert with enticing deals and value. Our logic was that in order to get these products in plane view amidst the hundreds of products you have in your store you need some type of labels that stick out in contrast to your products. We also wanted to cross reference and see if this site technique worked as as with our first case studyWe put the theory to the test. We believed that putting Non-static Pink badges on certain products would create a higher click rate on that item. This test was different because we used the same color scheme as the website. The results were similar to the first case study reinforcing that this actually works. The Strategy The hypothesis here was simple:We wanted to test if placing pink badges on a products would increase the click through rate. We placed a small pink badge on the right corner of the image. When users clicked the badge it would expand and have a label. The Results Conversions increased 737.65%. The Conclusion This is a consistent working CRO technique that can work for multiple eCommerce site. Not only can you use a badge that is of contrast to your site but matches the color scheme yields the same amount of results as a high contrast non-matching color. Ultimately,  this shows the flexibility that is available when using badges to increase product CTR and possible product sales. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Red Product Badges: Increase Product CTR E-commerce sites are the most challenging to track therefore they are very hard to optimize. A technique in this case study will show you a cool way to get more click through rates on your products in your online stores? The Details You have an eCommerce store, and you have plenty of products. Some are on sale, plus size, mark down you name it. In order to get these products in plane view amidst the hundreds of products you have in your store you need some type of labels that stick out in contrast to your products.We put a theory to the test. We believed that putting Red badges on certain products would create a higher click rate on that item. The results were nothing short of astonishing. The Strategy The hypothesis here was simple:We wanted to test if placing badges on a products would increase the click through rate. We placed a small red badge on the right corner of the image. When users clicked the badge it would expand and have a label on sale or plus size.Picture your favorite store having a discount with a table out front. More than likely you are going to that table to save on the bargains, and deals even though they might be more expensive then a mark down tag on a dress at the back of the store. What can't be seen will probably not be clicked on. Imagine placing tags on your hottest selling item marked "Best Selling" on a red badge. Imagine the results. The Results Conversions increased by 797.89%. The Conclusion Bring attention to your top selling products, on sale, mark down product on your eCommerce store will increase your results. Use a badge that is of contrast to your site so that it stands out, and your viewers won't miss it. Anything that usually makes the web page viewers job easier will more than likely result in more sales and product views on your site all of the time. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Home Page Conversions: Avoid Getting it Wrong Out of the thousands of home pages how many engage you enough to make you a click? Not many! You should always aim to make the most important action you want users to take to stand out. The Details It is the simplest mystery of internet marketing but still requires constant testing and observation. Your homepage is like inviting your guest in for a cup of tea. You must instantly catch the web page viewers eye, and also get them to do what you want them to do.Factor in the devices from smart phone to desktop your site must be able to take track and convert with ease and satisfaction. Doing this will achieve your goals with high Click through rates whether you are trying to get an email, sale or give away ebooks. The Strategy The hypothesis here was simple:We knew that this client wanted to be contacted through his website. We placed a red "Contact Jeff" Button on top of the main site image. Placing the button in plane site we've just changed the conversation from why am I on this site? To should I actually click on this big red button?The user is no longer confused they understand what to do on your home page. Especially, in this case it is what I like to call a soft commit action. Meaning any call to action that require email entry, contact, or free products usually are easy for site users to commit because it's all free. The Results Conversions increased by 54.96%. The Conclusion Avoiding optimization on your home page could lead to $1000's of dollars lost. This is the 20 percent that does the 80% of the work for you. If a visitor is forced to your front page you have to capture their attention to an action item immediately. Whether it is a click to another page, form, or sale. Understanding the options offered on your homepage then optimizing to the most important action or actions move your site from a stagnant liability to an evergreen asset for your ventures. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Page Design: Creating An Effective Call-To-Action Making an effective call to action takes a little more than a simple "Buy Now!" How can you reach your visitors and spur them into buying? The Details According to some estimates, we see as many as 5,000 different advertising messages over the course of a day.It's advertising overload, and there is no way the human brain has the time or energy to fully consider each message. Instead, we learn to ignore the majority of information that we're exposed to and only process the things that we think are important.We scroll over webpages without reading all of the content on them. We commute home on the highway without taking the time to notice the every single billboard along the way. We tune out commercials on TV.Here is an example of a website's lead collection form. It uses a pair of generic calls to action — one up top and one on the button text — for an informational signup form. Will these CTAs actually get noticed, or will most visitors scroll past this form? The Strategy Our hypothesis is that they won't get noticed. The call to action on a website has to express that message of importance, so visitors will stop and at least consider the proposition.We changed the text to improve its chances. It uses a two-step call to action. "Take Care of Your Classes Online" stresses a benefit-oriented value proposition supported by the on-page context. This service allows visitors to take classes online, rather than dealing with the inconvenience of having to take them in person.Step 2, "Get More Info" expresses what the visitor will get out of the transaction (informational materials), and presses them into action with active verbiage. The Results An "infinite improvement," because the control did not record a conversion during the course of our testing. The Conclusion People are exposed to more advertising than ever these days, which means that marketers and advertisers have to be especially effective if they hope to get noticed.A simple, generic call to action like "Call Now!" or "Sign Up!" doesn't cut it with today's savvy web consumers. Marketers will be more successful if they stress benefits, emotional triggers, and tailor that call-to-action message to what is being offered. Even better, like the test above, you can split that call-to-action into multiple steps to build a truly persuasive website. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Mobile: Optimizing For Customer Behavior People browsing on mobile phones behave differently than those on desktops.How can you fine tune your mobile site for that difference? The Details What works in one space might not work in the other. As browsing from smartphones has become more mainstream, marketers have had to account for the fact that the differences between desktop and mobile browsing mean that visitors will act differently when reaching your site.Here is an example of a mobile version of a lead collection landing page. It collects leads both through form submissions and direct calls (the pixeled text has a linked click-to-call number).The majority of leads submitted through the desktop site come from its form, and to match, the mobile page gives the majority of its real estate to that form. However, the mobile page performs at a fraction the efficiency of the desktop page. The Strategy Putting a nine-step form onto a mobile landing page is a surefire way to irritate visitors and lose potential conversions. Mobile keyboards can be clumsy, and visitors who don't want to bother with small keys or autocorrect need to know that there is an option available to them.That's why our test variation bumped the form to the bottom of the page and emphasized a big, bold click-to-call button.That way, any visitors who wish to be contacted (but not right now) can scroll down to the form. Everyone who doesn't want to bother with the form — or is interested in an instant interaction — can easily find a way to do that. The Results We saw phone calls increased by 6x, as well as a modest increase in form submissions. The Conclusion While there isn't much potential for phone call conversions with the desktop version of the landing page, there definitely is with the mobile page.This page was leaving money on the table by expecting visitors to fill out its form rather than convert via the click-to-call button. When optimizing your mobile site, it is important to consider the browsing habits of the people visiting your page and to make it as easy as possible for them to convert with you.For many mobile sites, that means dropping the form submits or the web transactions and emphasizing phone calls. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Landing Pages: Funneling Visitor Attention Building a successful landing page is all about limiting distractions and keeping visitor attention in the right place. How do you do that? The Details Below, we have an example of a landing page used to collect leads.It got everything you need: A big, bold benefits statement, a “Who are you?” subheadline, additional copy to build trust (the pixelated lines), an image to push emotional triggers and then three more benefit-oriented bullets to drive it home.But its weak spot is the layout. The “Get Free Quote” button is buried underneath everything. How do you drive more attention toward the signup? The Strategy We tweaked the geometry of the page to funnel more attention toward the form.Using virtually all of the same content (we dropped the trust subheadline) we moved the important parts into this new sloped container.Why would something like this work? It fits the natural scanning pattern that a left-to-right English reader would engage in. The box starts small on the left and expands as it goes rightward, so the viewer naturally follows that expansion to find the form. The Results We saw a 40.36% improvement in conversions with the test page. The Conclusion Creating a landing page is all about managing attention. Unlike a home page — where a visitor might go to one of 50 different destination pages — a landing page is built with one single destination in mind, and an effective page will direct visitors to that destination.There are a number of tricks available to do that, and manipulating the page geometry is one of them. Using shapes, shading, and imagery can direct the visitor’s attention to areas of emphasis and, ideally, make it easier for them to convert. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Pricing Strategy: Ordering Price Tiers You've got a product with a few different price tiers. Is it wiser to work up to the big guns or to start high and work your way back? The Details Tiered pricing can be a wonderful component to any business marketing strategy. It allows you to expand your offering of available products, and that ability to tailor products to individual budgets can coax more shoppers into converting.But when it comes to presenting your price tiers, which way is best? Do you start with the bargain option and work your way toward the premium, or is it better to lead with your richest product and work backwards? The Strategy The easy way to test this is to pit one against the other: Low-to-high vs. High-to-low.The methodology behind going low to high is a simple game of playing the odds. More people are likely to choose the lower cost option, so show that one first.Why go high to low? It presents your product information in a more logical order. Working left to right, the first product you see introduces viewers to all of the available features. Then, they can work rightwards to find the price and feature combination that works for them. The Results With the trickle of traffic the page was seeing, it took a little more than a month to validate data. However, high-to-low recorded a verifiable 117.39% increase in conversions. The Conclusion Going high-to-low makes more sense. It presents all of the product's features first and makes it easy to find the combination of features to suits a budget.Once you have your high-to-low presentation in place, you can continue to customize the way you present these prices and tiers. In the screenshot above, we called out one of the mid-range options with an orange border. This can help push more viewers toward converting with a higher-priced tier (that's another case study for another day!) Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Page Design: Where Should Your Form Go? A/B testing can pinpoint the parts of your site that are costing your sales. Find out how a simple design change increased a site's conversion rate by 6x. The Details Marketers these days are keen to point out that "the fold" — the part of a web page that's visible once you open it — is an outdated concept. Once upon a time, we thought that anything that's anything should go above the fold.But thanks to smartphones, people browsing the web have been trained to scroll and search for what matters to them. So, the thought is, you don't have to stick something front and center for it to get noticed. If you put a form on the page, people will know to find it.We put that to the test on a homepage (click for big), which had placed its lead collection form midway down the page, nested underneath its left navigation bar. The Strategy The hypothesis here was simple: If we just move the form up — above the fold — it should be more noticeable.It's not that we think the fold still matters. It's that it's a more sensible place for the form in the page's visual hierarchy. As visitors scroll down a page, they expect to see some questions get answered rather quickly ("Who are you?" "Why are you important" "How can I interact with you?").The page already has some good branding in its top navigation and superb on-page content, so by moving the form up, we're answering that third question before the visitor has time to click the back button. The Results Conversions rose almost six-fold. The Conclusion It's not necessary to build a page around the fold, but it is vital to keep a logical visual hierarchy in the way you design your pages. That can include things like the Z or F pattern or the Gutenberg Diagram, but at its most basic level, you need to answer those three important questions quickly and efficiently.If you can quickly and efficiently inform your visitors who you are, why you're important and the action they're expected to take upon reaching your site, you'll cut bounces, boost your on-page time and ultimately raise your conversion rate. Get Started With Your Simple, 3-Step Conversion Optimization Strategy Schedule Discovery Call ### Paid Social Can Take Your Company to New Heights This is What Happens When You Throw Out The Book and Try Something BoldWe recently took on a PPC and social advertising client in a familiar situation.Nothing it tried was working.We took over the account and implemented our strategy, only to find the same thing happened to us. Internet marketing can be very frightening. Spending a lot of money and getting few results can send anyone into a panic. There are times we want to hyperventilate as well.So much of this business is unpredictable.No matter what was tried, the same problem kept popping up: The messaging wasn’t on track and targeting was a mess, which meant the click-through rate was non-existent. When it comes to pay-per-click and paid social advertising, that’s a trifecta of awful.It wasn’t until we took a step back and looked at the big picture that we were able to push through these obstacles and help our client reach new heights. The Details The client had its goals and the strategy was in place to reach those goals. Everything was right there, but nothing would cooperate.The method used for this particular client and campaign was cost-per-click bidding. It would bid high for specific and bid low for broad. It was also running on lifetime budgets.As the campaign ran for months, it became ingrained with mediocre performance as a sort of “advertiser’s curse.” Bread and butter audience targeting worked to an extent, but trying to increase spend while maintaining the desired CPL was frustratingly difficult.The cause stemmed from various issues, including cost-per-click-bidding, lifetime budgeting and audience targeting. It would bid high for specific, highly targeted audiences and bid low on more broad, general audiences.The creative assets were old and though iterations improved their performance there was a definite cap to what they were producing. The images were not edited to include any text and they didn’t really sell the product as much as they represented a general image appropriate for the entire industry.The client wanted to test one specific region with an “unlimited budget” to get him as many leads as possible for that area.The first attempt at throwing out the book and rewriting the way to advertise for this account went horribly wrong.The idea was to try to target people in the various parts of their lives, and sell the same product in a different way. For example: Target 30- to 40-year-old men who are single with no children; and try to pitch the idea of living that sweet, single life with an early retirement. Conversely, target a married woman with kids and message that she could have a savings account for her kids using our client’s products. Then try anything and everything in between to get it to those people to click.There was no doubt this would work. In fact, the thought of how well this would perform brought forth a sense of geeked out emotion. There was no way it would fail.Then bewilderment. Why were the campaigns performing so poorly with the correct targeting and right creative assets?Then, nothing.Subtle changes were made. Nothing.Scrap it and try again. Nothing.The cycle kept repeating itself over and over. It was as if this was Internet marketing “GroundHog Day.”“Why isn’t this campaign working?”As a company, we strive to get the best results for our clients. We deliver on that promise every time, no matter how long it takes or how hard it becomes. When we set our mind to it, we accomplish everything.If we can’t make our promises come to life, we don’t make them. That’s just how we function as a company.This was a struggle because we kept hitting the wall.It was as if this campaign was Lucy and we were Charlie Brown, and every time we tried to kick the ball, she pulled it away. We kept telling ourselves: “This time this ad will deliver. I know it. This is the time. Ad is launched and it still doesn’t convert at the rate we expect. Guess I’ll try again later. Thanks, Lucy.”This is not to say there weren’t conversions from what we used. We just knew we could do better. We knew the client deserved better.We expect big things to happen when we do them.If that doesn’t happen, we keep working until it does.We needed to dig a little deeper to find the solution.We were trying too hard.We wanted it so badly we started to drive ourselves nuts. The Strategy We took a mental break to get away from it.Once we stopped thinking about it, the solution came. Sometimes when you give your brain the time to think without pressure, more often than not it delivers. The only thing you can do is be patient. Don’t rush it.When we took that approach, we found the answer.We threw out the book and tried something that had never been done before. We thought outside the box.There were display ads on Google that had time and date location with them. “Why not try that with Facebook?”There was a slight uptick when this new strategy was implemented.There were new images that were pulled, and text was put on those images to test the effectiveness.But the reason all of this was successful was because the audience we were trying to reach had became very broad in scope, as opposed to being very specific at the beginning.The change was made in the lifetime to daily budgeting and adjusted  bids to  oCPM bidding using Actions as our conversion modifier. The Results The results finally started to come in. Yeah, did they ever.Over the course of July to September, spend increased by 173%, registrants increased by 196% and the CPL was actually lower in September than in June. That’s how you know this was the right strategy. And the fact that the cost-per-lead is lower hammers that point home, and proves how effective this strategy was.In terms of throwing out the book: The audience methods changed. The spending methods changed.This had never been done before so there was nothing to base it on. No case studies to ease the nerves. But it had to be done. With the lack of success and results for this client, it took bold action to get here. It required the ability to think outside the box and try something wild. The only way to find out if it would work was to do it.Since it worked, what other campaigns can could this work for? What other clients could see these same results if we used this similar strategy? The Conclusion There is still room for improvement.We can do more audience testing and still make more money without spending a lot.The key is to manage the account, and fight off audience and ad fatigue. Attention to the details like campaign timing, demographic data, ad copy testing and continually rejecting good performance while striving for excellent continues. We always know we can do more, and that’s exactly what we’ll continue to do.But in this one instance, it wasn’t frightening how well Internet marketing worked (even if we doubted the scalability of Facebook ads). And it’s exhilarating how much of an impact this has had for our client’s business. Get connected to your ideal customers. Schedule Discovery Call ### Local Optimization is Crucial to the Success of Your Business But what do we mean by crucial?What does a business lose when it doesn’t have local optimization done right?Every business owner is inundated with opinions on what plays the most important role in their online marketing strategy. One thing is for sure- optimizing your website for local search should be at the top of your list. Let’s take a look at our client's strategy we created that delivered 10x more organic traffic to their business. The Details Google typically included three search terms in this area for target keywords. Meaning, those three local businesses were receiving a lot of impressions because very little search competition was present.When we looked a little deeper, we identified duplicate, inaccurate and missing directory information across the web. Duplicates potentially pose the biggest challenge for businesses because finding the verified account information can often prove impossible. It’s also likely that the duplicate listing came from somewhere, so where there’s one duplication, there’s often more elsewhere on the web.In terms of impressions earned in local injection, the site was not performing at all. No measurable volume of local impressions could be found when reviewing the business’s G+ page.Business categorization issues in directories was another problem. This further prevented accurate impressions from search results. The G+ page for the business was also unverified. This is because the business operates an IVR and it had failed to take action on the postcard verification method from Google. To make matters worse, the business website did not contain the correct business address format (this is not uncommon)- and only had the business address on select pages. The Strategy Let’s start at the very beginning.We started by identifying the right address, phone, and categorization to use. Once there was a clear baseline of what should be used, we identified all business listings that did not have accurate information. It’s not uncommon to find that 90% or more of the business listings have inaccurate information.Once the listings that need correction were identified, we updated every listing. This process required an incredible amount of patience and attention to detail. It’s quite common to repeatedly call directory support teams to resolve conflicts ranging from lost login information to duplicate listing corrections.Categorization of a business is one area that deserves time and attention because of how important it is for local search. We had to ensure we located all of the relevant category options for the this business in each directory you work within it appears in. This means we often spend 10-15 minutes per business directory to carefully review that directory’s entire structure. When all possible categories are tagged, and other relevant categories are explored and assigned we moved on to the next.It was also essential to include images, videos, and any other supported content wherever possible to ensure the business looked active and stood out from other companies. This is time consuming as well since each site may have different requirements such as image sizing or character limits on content space. The clean-up process is intense and time-consuming, especially for businesses with changed addresses, phone numbers, or multiple locations.Once we completed accurate, duplicate-free, and media-rich directory profiles with all the appropriate business information we then add directories they weren’t in but should be. This client’s directory submission approach is to first focus on local then expand to national directories to find the most relevant and important spots on the web for their business to have visibility. Local business directories are common for cities and metro areas. We also searched for quality directories in the county and state, as well as industry associations or news organizations who might also compile directories that are appropriate. We knew that G+ was even more important, and required a significant time investment, as well as Yelp, Foursquare and Bing, depending upon the type of business. Foursquare and Yelp were less of a concern for this business but still needed the type of optimization specific to those platforms.In terms of Google for this client, it was paramount that their categorization was a match for what Google was already injecting into the local search results. We reviewed the G+ pages of competing sites to find the category that Google commonly uses for search terms in the industry. This might seem obvious for many businesses but we have sometimes been surprised which categories are being used. Doing the right homework to ensure the primary business category is right can save you frustration down the line.We also had to ensure that the local G+ page completes verification and the business website was verified as well. We then updated the website to include the verified address on all pages in the site’s footer. We know from experience that this is essential for user experience by avoiding the frustration of trying to locate  a business address on some other page like “About us” or “Contact us.”  The Results So what happens when you really roll up your sleeves and get local done right?Local impressions jumped from 5% to 90% market shareUp from 10-20 impressions per month to 600. Since you compare the impression data against the AdWords it’s safe to estimate the company now receives 50-60% impression share in local. This is an extremely low estimate, however, since its’ hard to know how often Google uses local injection on these terms. It’s not unlikely that the business address is included now +90% of the time that local injection appears in the search results for this business’ primary keyword targets.Traffic to the homepage increased 269%As the directory updates were recrawled and the links indexed, the traffic improvement over a 10-month period increased by 269%.Traffic to non-branded terms increased 450%You will see that non-branded rankings improve very regularly from this process. Since Google no longer provides this data, we typically look at analytics traffic that does not involve the homepage as a measure of success here. Contact Us to Improve Your SEO Today Schedule Discovery Call ### Testimonials From the first day he [Paul] made changes that saved me 20% on my wasted cost. He is informed, reliable and knows what needs to be done to get the best result.- Dr. Kami Parsa | Oculoplastic & Reconstructive Surgeon | Beverly Hills, CA Paul Rakovich is a very sharp student of AdWords. I've watched him master the concepts and execute successfully in a couple of different businesses. He's also been on my 'recommended consultants' list for quite some time. An able and capable advisor.- Perry Marshall | THE AdWords Guru When my husband and I bought a bed and breakfast in 2006, we were more worried about fixing up the house than filling it. We worked hard on a new and improved website, but then we realized that we had no idea how to actually get people to look at it. That's where Paul came in. He has a great combination of expertise and curiosity, and he took the initiative to improve our visibility online in ways we didn't even know existed. He has taught us some cool things about how it all works without confusing us with too much technical jargon. Now most of our business is coming straight to us (from overseas even!), and we have to refer guests elsewhere when we're full instead of the other way around. We are very grateful for Paul's hard work and attention to detail - he would be an asset to any business big or small.- Kathryn Olsen | Rockville Rose Inn My website is now the #1 source of new client traffic to my business. And I don't need to know squat about ppc personally. I would recommend Paul as a guru in the ever changing world of the search engines - particularly Google.- James C. J. Fairfield | MD FAAD Just a note to say thank you for the reports. I can hardly believe my eyes! - That we cut my adwords spend by 2/3 while maintaining my click through rate. This, along with your improvements you made to my keywords campaign, will allow me to expand much quicker than I had previously planned for. No wonder THE adwords king recommended you to me.- Peter Stone | PeterStoneCopy.com Clicks and Clients (Paul Rakovich) has been an asset for our company Crazy Dog T-shirts in optimizing and achieving a much higher conversion ratio for our google adwords campaign. We've seen an explosion of growth. Areas where we were operating at 1% conversion or less are now at 5%. This is only after 2 months! In the past we hired another Adwords management agency who could achieve no better results then our team at higher conversions. After thousands of wasted dollars and fees we dropped them. We had continued to manage it ourselves. Ultimately deciding on limiting the amount we were spending since it was not paying off. However, as luck would have it Paul came around. Through his skills and experience he has completely turned it around. With the slow economy he has been an asset in drawing qualified customers to our store. He goes above and beyond offering advice and ideas which we have incorporated into our site. His knowledge of marketing has helped up expand into other areas we would have never thought of entering. He has always been readily available to assist with any questions. From adwords to marketing and design ideas that can offer the best customer experience. An honest straight up guy you can count on and trust. We highly recommend him to companies looking for a valued partner in all their search engine marketing.- Bill Kingston | Crazydogtshirts.comWorked With Us Before? Click Here to Submit a Testimonial Have Questions? 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Although under no obligation to do so, our Company reserves the right to monitor use of this site to determine compliance with these Terms of Use, as well the right to remove or refuse any information for any reason. Notwithstanding these rights, you remain solely responsible for the content of your submissions. You acknowledge and agree that neither Company nor any third party that provides Content to Company will assume or have any liability for any action or inaction by Company or such third party with respect to any submission. Security Any passwords used for this site are for individual use only. You will be responsible for the security of your password (if any). Company will be entitled to monitor your password and, at its discretion, require you to change it. If you use a password that Company considers insecure, Company will be entitled to require the password to be changed and/or terminate your account. You are prohibited from using any services or facilities provided in connection with this site to compromise security or tamper with system resources and/or accounts. The use or distribution of tools designed for compromising security (e.g., password guessing programs, cracking tools or network probing tools) is strictly prohibited. If you become involved in any violation of system security, Company reserves the right to release your details to system administrators at other sites in order to assist them in resolving security incidents. Company reserves the right to investigate suspected violations of these Terms of Use. Company reserves the right to fully cooperate with any law enforcement authorities or court order requesting or directing Company to disclose the identity of anyone posting any e-mail messages, or publishing or otherwise making available any materials that are believed to violate these Terms of Use. BY ACCEPTING THIS AGREEMENT YOU WAIVE AND HOLD HARMLESS COMPANY FROM ANY CLAIMS RESULTING FROM ANY ACTION TAKEN BY COMPANY DURING OR AS A RESULT OF ITS INVESTIGATIONS AND/OR FROM ANY ACTIONS TAKEN AS A CONSEQUENCE OF INVESTIGATIONS BY EITHER [COMPANY] OR LAW ENFORCEMENT AUTHORITIES. Miscellaneous These Terms of Use will be governed and interpreted pursuant to the laws of Colorado, United States of America, notwithstanding any principles of conflicts of law. You specifically consent to personal jurisdiction in Colorado in connection with any dispute between you and Company arising out of these Terms of Use or pertaining to the subject matter hereof. The parties to these Terms of Use each agree that the exclusive venue for any dispute between the parties arising out of these Terms of Use or pertaining to the subject matter of these Terms of Use will be in the state and federal courts in Denver, Colorado. If any part of these Terms of Use is unlawful, void or unenforceable, that part will be deemed severable and will not affect the validity and enforceability of any remaining provisions. These Terms of Use constitute the entire agreement among the parties relating to this subject matter. Notwithstanding the foregoing, any additional terms and conditions on this site will govern the items to which they pertain. Company may revise these Terms of Use at any time by updating this posting. REFUND POLICY Clicks and Clients does not offer refunds for work completed or projects under contract.  At the discretion of Clicks and Clients Inc. a refund may be processed under mutual agreement with the client or as stated in the Master Service Agreement. ### Privacy Policy We take the privacy of our visitors very seriously. When you use this website, you agree to the Privacy Policy that follows. If you do not agree with this Privacy Policy you should immediately stop using this website. Information We Collect We are committed to protecting the privacy of users of this site. Accordingly, at this site, we do not collect personally-identifying information from users unless they provide it to us voluntarily and knowingly. We do not share any information with anyone outside our company. When you visit our site, your browser automatically sends us an IP (Internet Protocol) address and certain other information (including the type of browser you use). We may use this IP address and other information to give you access to the site and otherwise administer the site. In certain parts of the site, we may ask you to provide us with your name or other information so that we can provide you with information you request, consider your application for registering with us, or take other action indicated in the part of the site where the information is requested. You are under no obligation to provide us with this information, but without it, we may not be able to take the action requested. The site also includes features that allow you and us to communicate by electronic mail or otherwise. If you choose to use these features, you will be required to provide us your e-mail address and other personally-identifying information (such as your name or street address) we may deem necessary in order to communicate with you electronically or otherwise, or review your request for membership, if applicable. When you provide any personally identifying information to us, you acknowledge that you are knowingly and voluntarily providing us the information. We will not use such information for marketing purposes, but we may respond to the electronic mail messages you send us, take other action indicated in the part of the site where the information is requested, and use such information for any other business purpose, including sending you subsequent communications concerning this site, or our company's products and services. You also should be aware that we collect certain usage information about our site, such as the number and frequency of visitors to certain parts of the site. This data is used only in the aggregate and does not include any personally identifying information. We also use information in a number of anonymous or aggregated forms which do not identify individuals for the general management, marketing and improvement of our business. The information collected is never revealed, sold, or made public for any reason. Personally identifiable information provided by subscribers (name, email or home address, etc.) is never disclosed to any individual or business unless you have authorized us to do so or unless we/they are required by law or we have a good faith basis for believing that you are in violation of this Privacy Policy, our Terms and Conditions, or applicable laws. How We Use This Information We use personally identifiable information to undertake such activities as: Communicate with you according to the purposes of providing services. Monitor and improve our business and use of the website. Endeavor to prevent and address any possible fraud or misuse of our services. Insure compliance with any relevant legislation. Cookies and Web Beacons Like many companies, we use "cookie" and or "web beacon" technology on our website. Cookies may tell us whether you have visited our site before or are a new visitor and what material on our site you have viewed. Web Beacons are tags that can monitor the behavior of a user visiting the Website or sending the e-mail. Each time a subscriber logs into this site, we store a temporary 'cookie' in the browser files of that subscriber's computer. This cookie is used during your online session to allow you free access to the Subscribers Area, and to store basket contents, without repeatedly requiring you to re-enter your user name and password. When you log off or leave the site, the cookies file is automatically removed. The cookies we use do not collect any personally identifying information about you or provide us with any way to contact you, and the cookies do not extract any information from your computer. You may be able to configure your browser to accept or reject all or some cookies, or notify you when a cookie is set -- each browser is different, so check the "Help" menu of your browser to learn how to change your cookie preferences -- however, you must enable cookies from this website in order to use most functions on the site. Information recorded through web beacons is used to report anonymous individual and/or aggregate information about our users. Aggregate information may include demographic and usage information. No personally identifiable information about you is shared with partners or third parties from this research. You may choose to opt-out of our using this information for this research. Security We use a variety of security measures including encryption and authentication to protect the loss, misuse and alteration of your personal information under our control. Registered accounts are secured by your created passwords and we take precautions to insure that member account information is kept private. We use reasonable measures to protect member information that is stored within our database, and we restrict access to member information to those employees who need access to perform their job functions, such as our customer service personnel and technical staff. Please note that we cannot guarantee the security of member account information, no system is 100% secure, especially, any which includes transmission of data over the Internet, and unauthorized entry or use, hardware or software failure, and other factors may compromise the security of member information at any time. We instruct our employees with access to your information that it is to be used only in adherence with the principles set forth in this Privacy Policy and the laws applicable to each specific business. Employees who misuse customer information are subject to disciplinary action. Choice Opt-In Our site gives users the opportunity to opt-in to receive communications from us. You can be assured that we never reveal, sell, or make available your email address to anyone for any purpose. This site also gives users options for removing their information from our database in order to stop receiving our communications. You may continue to receive such communications until our system completes the processing of your request. Links Our website may contain links to other sites and banner ads that take a visitor to another website. In no case is subscriber information or 'cookies' information provided to the third party sites. However, please be aware that we are not responsible for the content or privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of any other site that collects personally identifiable information. On the Internet, many sites do attempt to capture visitor information when you browse those sites. Changes to Privacy Policy We reserve the right, at our complete discretion, to change this Privacy Policy at any time by posting revised terms on the site. It is your responsibility to check periodically for any changes we may make to this Privacy Policy. Your continued use of this site following the posting of changes to these terms or other policies indicates your acceptance of the changes. How to Contact Us If you have any questions about this Privacy Policy, please contact us by visiting the relevant section of our website. Miscellaneous This Privacy Policy as stated herein constitutes the entire agreement between you and the Company with respect to Company's Privacy Policy. No changes to the Privacy Policy shall be made except by a revised posting on this page, and you are responsible to be aware of all such changes. This Privacy Policy shall be governed by and construed in accordance with the laws of the State of Colorado applicable therein, without regard to conflict of laws. You irrevocably consent to the exclusive jurisdiction of the courts located in the State of Colorado in connection with any action arising out of or related to these terms of use or their subject matter. You waive any objection based on lack of personal jurisdiction, place of residence, improper venue or forum non-convenience in any such action. If any court having competent jurisdiction holds any provision of this Privacy Statement invalid or unenforceable in any respect, such provision shall be enforced to the maximum extent permitted by law, and the remaining provisions of this Privacy Statement shall continue in full force and effect. No waiver of any provision of this Privacy Policy shall be deemed a further or continuing waiver of such provision or any other provision of this Privacy Policy. ### Contact Us Your Web Marketing Questions Answered We're happy to take a look under the hood to see how your current marketing program is performing. We'll spend an hour or so on the phone with you to go over our initial thoughts and how we might approach building a plan to help you get more out of your marketing time and dollars. Ready to get started? Schedule Discovery Call Send us your contact info and we'll follow up with a quick call to find out more about your needs and talk about how Clicks and Clients can help. Or call us at 303-790-1602.Name: Clicks and Clients, Inc.Address: 1580 N Logan St, Ste 660, Denver, CO 80203Phone: 303-790-1602Hours of Operation: Monday - Friday - 8:00AM - 5:00PM MST