SEO Inc. VP of Business Development Sergio Stephano and Brennan Mack PPC Director will discuss:
-Making use of precise audience TARGETING methods including remarketing, ad extensions and additional targeting, as well as exploring the relevance of mobile marketing.
-TESTING various elements of a PPC campaign, including A/B split tests and landing page optimization.
-Why it’s so important to be TRACKING all conversions in the account, including utilizing new attribution models and measuring micro-conversions.
-The importance of using SEO and PPC TOGETHER, and the unexpected benefits you can reap when you do.
-And much more!
Tony: …partnership. And I remember meeting you guys out at ad:tech and really loved the platform and what you guys are doing in the tracking industry, and especially the conversation analytics. So it’s always really great to partner with you guys on these opportunities. Last year we had done a presentation with you guys on The Top 10 Ranking Factors in 2016, and those were more tuned to SEO, search engine optimization, all organic rankings. And so we’re really excited today to present part two, which is going to be The 7 Must Have Elements of Any Successful PPC Campaign.
I’ve got our director of PPC, Brennan, and I’m going to pass it on over to our CEO, Garry Grant, who will do a little bit of an intro on us, how we got here and our credentials and why we are presenting these two today. We’re really looking forward and hope this can be a little bit informative. We do have a special offer there at the end of the presentation, so please stick around for the whole thing. And I hope you guys get some value from us.
Garry: Awesome. Is the screen shared? Hey, everybody. Happy hump day. This is Garry Grant. I am the CEO of Search Engine Optimization Inc. Let me just tell you about the two guys that we have here. We have Sergio and we have Brennan, and I’m going to pull up the guys right here. Okay, so Brennan Mack is the paid search director at SEO Inc, and Sergio handles all biz dev, he handles partnerships, so if you’re another agency or company out there, make sure you contact Sergio after this. I am just going to take a brief story about our paid search host here.
We are the only company on the planet that Google has done the last part of our interview and they interview all of our paid search people. We are a Premier Partner with Google and they actually are on the phone, interviewing live with our candidates. The funny story is we had 10 candidates lined up. As you will know, finding good paid search people is very hard to find and that’s why you’re going to want to pay attention to this program we have here. We had 10 candidates, 5 of which heard that Google is personally going to interview them, they refused to do the interview.
They said it was too much pressure, they didn’t want to deal with it. Out of the five that were remaining, Brennan passed with flying colors. And we go up to Google all the time. We’re really in the trenches with them. They’ve come to our office, we’ve gone to lunch with them. So you’re getting stuff directly from the horse’s mouth. Since we’re a Google premier agency, we get privy to alpha and betas before anybody else is allowed to see them or know about them. With that being said, let me move on here. I got the wrong thing to move on. Okay, so let me tell you a little bit about our company. Really quickly, I’m not going to bore you with this.
We have over 20 years .We’re one of the oldest, one of the three originating SEO companies out there. We started this back in 1997, right after Google went live with their search engine. It was a whole another ball game back then. I’ve done personally, myself created websites. I have a development background, I’m a Microsoft certified engineer and developer. I created homepage.com, “The Rush Limbaugh Show,” EarthLink, Artisan Motion Pictures, I’ve worked with those guys. I’ve had interviews in the New York Times, The Wall Street Journal, Wired Magazine, Huffington Post and we’re actually featured in Entrepreneur Magazine.
We’re in Entrepreneur Inc Magazine, we’re also an Inc Magazine honoree for the top 5,000. Some of our clients, we range from small, medium-sized to large business. Some of our clients are SC Johnson, MacAfee, Entrepreneur Magazine, IGN, Tacori, Primal Wear and the list goes on and on and on. We’ve touched just about every kind of back-end platform, integration, we’ve worked with just about everything. You would be in good hands with us here.
Award-winning, we have something that we can’t talk about, but it’s going to be SEO agency of the year. I’m not going to say anymore about that because we’re going to reveal that in September, but just think of SEO agency of the year. We’re the only company in the W3C that’s a digital marketing company. People on that board are Google, Larry Page, and Sergey Brin and Mark Zuckerberg from Facebook. That’s my little introduction here and we’re going to move on to the heart of the matter. You’re going to want to take notes because these are actionable items that you could do today.
Sergio: Thank you, Garry. On this presentation, we’re going to talk about a couple of things. These are like the most important elements that you’re going to want to take into consideration when setting up your paid search campaign. We’re going to talk a little bit about targeting, which includes remarketing, ad extensions, which extensions are important, how should you incorporate them and the importance of mobile marketing, which is really here and now. It used to be in the future, but we are now in the era of mobile marketing.
We’re also going to go a little bit into testing, how to optimize your landing page, a little bit about the basics and the intricacies of optimizing your landing page and why it’s important. Again, you don’t want to send relevant traffic in your paid search campaign to a landing page that isn’t optimized for conversions.
A little bit about the importance of A/B testing, why you should use it and conversion tracking. Again, we really like Convirza for their call analytics and incorporating them in conversion tracking on the campaign. We’re going to wrap up with a little bit about why having search engine optimization and an SEM strategy put together as part of your digital marketing suite and why they are ultimately better together.
Brennan: All right, I am Brennan Mack. I’m the paid search director here at SEO Inc. I really want to thank Convirza for hosting this and both Garry and Sergio for introducing me and this topic. Let’s get into the meat of the matter. I’m sure everyone’s really excited to talk about this. Just starting off, everyone might have some different levels of experience with AdWords so I just want to talk about a few things. What is AdWords? It’s Google’s advertising service, it’s used to create ads between the Google Search Network, Google Search Partners and the Google Display Network, which covers over 90% of all websites worldwide.
Also, you might hear me use the terms PPC and SEM interchangeably throughout this. Search Engine Marketing or SEM used to refer to both SEO and paid search. These days it really just refers to PPC and so you’ll sometimes be hearing me use those terms interchangeably.
All right, so the seven elements. Sergio kind of went into them, but I want to talk about them in a little bit more detail before we really get into them. First things first, we want to talk about remarketing lists. Remarketing lists are audience lists that you can create from people who visit your website from Google, or you can do customer match list. We’ll talk about that as way you can upload members to create an audience in Google AdWords.
Secondly, we want to talk about ad extensions. These are additional elements you can add to your AdWords ads and it could be location extensions, you could put a map location on your ad, it can be call extensions, you could put your phone number on your address. About seven main ones and we’ll talk about those in more detail.
Thirdly and if you take anything away from this webinar today, take this right here. This is Google’s word right here. Mobile marketing is now, mobile marketing is huge. There are more mobile searches than there are desktop searches as of last year. It’s the most important audience you could be reaching right now. We’ll get more into that later. We will also be talking about landing page optimization. Landing page is the gateway to your website. It’s the first thing people see when they’re on your website. If it doesn’t look good, it’s going to kick people off. If it looks good, people are going to convert. We’ll go into A/B testing. Sergio’s kind of our expert in that and he’ll tell us a little bit about that and why A/B testing is so important to continual optimization.
Then we’ll be talking about conversion tracking. If you’re not tracking conversions, you’re running blind and we’ll get more into that specifically. Then lastly, like Sergio pointed out, we want to talk about SEO and SEM together and why you really want to be doing both. You’re really hurting yourself if you’re not hitting both.
Targeting, it’s the central tenet of any marketing campaign. Anyone who knows anything about marketing knows that you have to have a target market, you have to really be targeting. Now in AdWords, your main targeting metric, your main targeting element is keywords. Keywords are huge, keywords are the backbone of every AdWords account. We won’t really go into keywords too much, there’s enough topic there for a webinar on its own, but what I want to talk about are two specific elements, remarketing list and ad extensions.
Remarketing lists sometimes known as retargeting, it’s pretty simple to implement in AdWords. There’s audience segments just in your AdWords control panel and it guides you through, it’s pretty self-explanatory, but it adds a ton of versatility in the campaign. One of the things you have to do when you’re implementing your marketing, if you haven’t already, is you have to use a snippet of code. It’s called an AdWords remarketing pixel, to your website. It’s just simple HTML, really easy to install. And what that code does is that whenever someone visits your website, it puts a cookie on their computer, it puts a cookie on their mobile device, whatever device they are using to browse your website.
Then when they’re browsing the rest of the internet, when they’re surfing the internet, Google can see that, hey, this person has your remarketing cookie, this person is someone who’s visited your site, they’re someone who has expressed interest in your product or service. We can show them ads based on whatever ads you create for remarketing. There’s a few things we can do. We can do bid adjustments for remarketing, so you can add, say you want to bid higher, 25%, 40% higher for a remarketing audience, because we know that these are qualified leads, we know that these are people who are interested in converting.
You can also split it down more than just people who visited your site. One of the things I do is URL rules. And so let’s say we’re working on an e-commerce website. Let’s say you run an e-commerce website that sells all sorts of books and you really want to show ads to people who are interested in science fiction books. What we can do is I can say, “Well, let me look at the URL and make sure anyone who has visited the URL that includes science fiction and we can just split that in the remarketing list. That way you can show them an ad that’s more specific to their interest.” You know, “Out of this world deals” with space in the background, something fun like that. Really get them interested because we know about this audience.
One of the big flaws that people often make with remarketing list is that they’ll show remarketing list ads just like they would the general public, but you really wouldn’t want to do that. You really don’t want to show someone just the same ads because we know that these are not the same target. This is a different group of people that we can better target to. You can also do list exclusions. We’ve worked with companies that they sell products that people would want to buy, say, once every 20 years or once every 40 years. Say you’re working with life insurance. Once they’ve already converted, you really don’t want to show them any more ads, so you can use remarketing lists and customer match lists, which I’m going to talk about, to exclude traffic.
As you can see, remarketing is massively important if you really want to lower your cost per lead. You really want to be using remarketing. We know that those are qualified leads. Why would you target other people as the same way? I want to hand the mic over to Sergio a little bit. He’s going to introduce us for ad extensions and we’ll both talk about that.
Sergio: Thank you, Brennan. The next big thing on our list is ad extensions. And ad extensions are additional elements of your AdWords ad that show more relevant, targeted information to users when it’s applicable. It’s very surprising to me, I do a lot of the client-facing audits here at SEO Inc and I can’t tell you how many times we have clients with very big spend and they’re not really leveraging all of these different ad extensions. It’s very important because ultimately, really going to help with your conversions.
There are seven types of ad extensions. These include call extensions, site link extensions, location extensions, callout extensions, app extensions, review extensions and structured snippets. These extensions give your ad more real estate and make it stand out from your competitors’ ads. For example, suppose you need to get your car washed. You go on Google and search “local car wash” and a couple ads pop up. They both use compelling text but one of them has a phone number and a Google Maps location attached to the ad. Chances are, you’re far more likely to click the ad with the phone number and the location every time.
Brennan: Exactly, exactly. And so I’m sure you’ve probably seen these, you might not even be cognizant of them when you’re searching in Google, but you’ll see a phone number, especially a click to call phone number on a mobile device. These are all ad extensions. They’re completely free, they don’t cost anything additional in AdWords. They cost the same for when someone clicks them as the ad, so it’s treated just as the ad, but the actual extension itself doesn’t cost anything. Google knows that ad extensions improve click-through rates.
Think about it, you’re taking up more real estate with your ad. It’s like if you’re running a print ad and you just get a bigger ad for free, no additional cost. We know that more people are going to be interested, more people are going to click on it and Google knows that as well. This tends to lead to a higher ad rank. Higher ad ranks leads to higher average positions and lower cost per clicks in the auction. If you’re looking, maybe you’re running on position three and you really like to be running in position one or two and you’re not using ad extensions, ad extensions are a great way to help you get there without spending more money.
All right, next slide we want to talk about mobile marketing right now. Like the slide shows, mobile is not the future, mobile is right now. Like I said, mobile searches are greater than desktop searches in 10 countries including the U.S. as of last year. I’m just going to read off a few little factoids that Google includes. If anyone has a smartphone, I’m sure they’ll relate to this. Sixty-eight percent of smartphone users say they check their phone within 15 minutes of waking up in the morning. Eighty-seven percent always have their smartphones at their side. We check our phones on average 150 times per day and spend 177 minutes on our phones per day.
That might seem a little crazy to you. If it does, I ask you, start counting, start timing. You might find it’s more than that, that’s what I found. Mobile is such a vast market. We’ve seen greater than the desktop market here in the U.S. You need to be advertising to a mobile segment correctly. For example, mobile sessions are short, typically averaging about a minute and 10 seconds long according to Google. That means that you need to have your landing page clearly mobile-optimized. It needs to clearly lead to a conversion portal, however you’re converting your customers.
You don’t want to make them jump through hoops. If they’re going to be on their phones viewing your site for a very short period of time, the more pages they’re going through, they will drop off, they will not convert. If your landing page isn’t mobile-optimized, no one’s staying around to see the value in your product. There’s simple ways that we can do that. You don’t want to make people have to click or pinch to zoom. You want to make sure that you have a fast load speed for mobile devices, that’s something that we’ll talk about, page optimization and these sort of elements you want to include.
Tony: Hey, Sergio and Brennan, sorry to interrupt. If you guys could just… There are some questions that might be coming through on the widget there.
Brenna: Absolutely. I was just looking at this chat.
Tony: Yeah, if one of you guys could maybe just monitor that while the other guy’s talking, maybe you could handle some of those questions. Sorry to interrupt.
Sergio: Awesome, no problem. Thank you.
Tony: Good, thanks.
Sergio: All right.
Brennan: Yeah. And like Tony was saying, any questions, feel free to ask them. We will make sure that we answer as many questions as we can at the end of the segment. Moving forward, we’re going to talk about testing. One moment, all right. Testing comes in a lot of forms. It’s vital to the success of your PPC campaigns that you are testing on a regular basis. We have a lot to discuss in testing so let’s just move on to the next slide. We want to talk about landing page optimization. After someone clicks your ad, where do they go? Your landing page, your website.
It’s the gateway to your website, you need to be optimizing your landing page, especially for mobile, like we just talked about. Think about your landing page as your storefront. If you have a brick-and-mortar retail location. If you owned a clothing shop, say, you wouldn’t want the front of your store to look all disheveled, messy, some of the less attractive products in front. You want to put all your best stuff right in the front, right in the storefront. The landing page is the same way. You want those users to see the best you have to offer right when they click there.
There’s some more specific details with landing pages, you can get really into the nitty-gritty. For example, you could be testing button colors, text format, text sizes, all sorts of different things that you could be testing. And a lot of them can, and I do recommend you doing those, a lot of those can improve your conversion rate. But we here at SEO Inc have done a lot of landing page optimization and conversion rate optimization. I’m going to let Garry talk about site speed. Site speed being the most dramatic factor of landing page optimization.
Garry: Correct. Hey, everybody. Okay, I want to know who are the geeks out there. You know who you are. Sit there, look in the mirror, yes, I’m a geek and be proud of it because this is for you. Now it’s going to be a little…you might want to have a little technical understanding, but I’m going to try to be as clear as possible. Let’s paint this picture. You’re sitting on your site, you’re doing CRO, which is conversion rate optimization. You’re sitting there with your team and the CEO is, “I need a lower bounce rate. We need more leads. We’re spending $50, 000, $10,000, $100,000 a month on Google, yet the bounce rate is through the roof.”
Okay, you’re sitting there and going, “Okay, let’s move this button three inches over and change the color. Let’s do another page with a different color.” You find out that maybe the bounce rate goes up and the conversions go down. “Okay, now let’s change the form. Let’s use heat mapping. Let’s use this. Let’s hire another company to do conversion rate optimization,” who basically tells you the same thing. I know you’re sitting there thinking right now, “Holy God, Garry is telling me exactly what we’ve been doing.”
Guess what? You are missing the boat. Not too many people know about this. When I talk about page speed and you’re probably sitting there thinking, “Oh yeah, I use Google PageSpeed Insights and I am pretty quick. Our site is pretty quick.” Really, have you looked at your bounce rates? I’m going to tell you the average bounce rate of an e-commerce site. It’s roughly 60% to 85%. Let’s look at these numbers, 60% to 85%. So out of a 1,000 visitors, if you’re at 85%, 850 people are bouncing off your site. How much money are you wasting? I’m going to tell you how to fix that right now.
I’m going to give you the example of a site that was at a 75% to 80% bounce rate, that site was SEO Inc. After I did our server side technology optimization, what do you think the number was? The number is 11% bounce rate. That means out of 1,000 people, we just gained a whole new audience. Only 110 are bouncing. Previously, we were losing 850, the leaves are blowing through the roof and this is exactly what you guys want. What are some of the things you could do? Average person out there, the average Joe, the average web guy will say, “Oh, we can maybe make some sprites, we can use gzip to compress the images or compress the code.”
Guess what? That’s a nice start, but that’s nowhere near the level you have to be to get the bounce rate down. I’m going to hit on a couple of topics that you guys should break down right now. I’ll give you a minute to get your pen out and this is what you need to understand. You need to understand two things. You want to go to PageSpeed Insights and get the basic, I’m talking basic tips on making your site fast. Okay, that’s PageSpeed Insights. The next thing you want to do is also go to a site that Google is backing, it’s called webpagetest.org. This is where you’re going to see the waterfall effect of your website.
I’m not going to go and explain this, but I need you to go and search the waterfall effect for your page speed. You’re going to understand it there. Now there’s a couple elements in here, there’s several elements in here. Once you run your site through webpagetest.org, you’re going to come up with the grading system. If you were to… And I challenge you to run our site, it’s straight As, all green, 100% perfect. SEO Inc’s site loads in a second or under a second, and our TTFB, and I want you to write this down. Tom, Tom, Frank, Boy. Time To First Byte. That is the latency time from your browser to the server and back.
That is a Google scoring algorithm. And why is it? Because time on the internet and load time is energy. Energy, spending more energy is not cost effective and it costs Google billions of dollars, so they want your site to be assessed as possible, also your user experience. Okay, so I want you to go look at PageSpeed Insights, go to webpagetest.org, there’s a lot of things you could do. I’m going to rattle off some things that you need to know. One is getting your CDN. You can go to Akamai, Amazon Web Services or CloudFlare is our recommendation of choice because you can optimize and tweak it far more than Amazon or far more than Akamai.
You can get Akamai $10,000 a month, that will do the same thing of CloudFlare at $200 a month, except you get another benefit, WAF, write that down. Web Application Firewall. All you people that are out there getting spammed, get the bogus spots, this is going to cut that out. You want to look at a CDN, if you are on Linux or Apache, you’re going to want to install some Accelerated Cash Programming or ACP. You’re also going to want AMP on your blog and I could go on and on and on, that would take too long to explain all the technical things.
If you feel your site’s too low, give us a call right after this and we’ll give you a free analysis on site speed alone. If you want to hire us for that, we’re ready to do it and if you want to make money, that’s where you’re going to take it out. I’ll now turn it over to Sergio and thank you for my little, brief period, guys. I really enjoyed doing the webinar and I hope the audience out there is picking up some important tips.
Tony: Hey guys, can we catch up on a couple of the questions? Are you guys able to see those questions in the widget?
Brennan: Sure. We see one question regarding the slides. I don’t see anything else in here.
Tony: Okay, so yes. Will the slides be available? I guess the answer to that is yes.
Brennan: Yeah, absolutely. And I think you guys host a lot of the webinars so they’ll be on Convirza and then we’ll also upload them and send them out to the audience in the list as well.
Tony: Okay. Kim had asked pertaining back to the remarketing code. Where’s the best placement of the remarketing code? Every page or only the landing page?
Sergio: Okay. That’s a great question. I typically will want to save all the questions to the end of the segment, but we can answer that one right now real quick is you want to put the remarketing code at the…just before the end body tag on every page of the site, because you don’t want to just capture remarketing for PPC traffic, you want to capture remarketing for all traffic.
If someone clicked a link and got to your site, there’s still someone who’s interested in your site. If someone searched organically and got to the site, there’s still someone who got to your site, so we want that on every page.
Brennan: Yeah. And Tony, sorry, just to interject here. We’re only seeing that first question on our chat box, so if you want to share them all with us, we’ll be happy to answer them and then we could take them at the end as well.
Tony: Okay. It seems like I can see that as well. There’s little arrows, there are some arrows there, try clicking through, you might be able to see some more of them, because that’s where I first got it first.
Brennan: If anyone in the audience is having trouble getting their questions through, they can also use the chat feature as well, rather than just the question one. That should get through.
Tony: One other quick one, where do I find review data to integrate into AdWords?
Brennan: Okay, so AdWords has a couple of different review extensions. You can a use specific review. Google has pretty strict requirements on what they consider an acceptable review, but you can use that for an ad extension, it’s a review extension. Then there’s another type of extension. If you have a star rating, we are partnered with a company called Shopper Approved who uses star ratings, and they’re a Google partner as well. That is an automated extension, so Google automatically detects whether or not Shopper Approved is active for that account and will show star ratings. You don’t actually have to add an ad extension for that in the campaign, you actually can’t Google just automatically show that if they feel that it’s relevant for the search query.
Garry: Yeah Brennan, I worked at a dual Shopper Approved, if anybody doesn’t have a star review program, after this seminar, webinar, if they contact Sergio, he’ll send you a link for 20% discount with our partner Shopper Approved.
Brennan: There you go, wonderful. All right, for now let’s save the rest of the questions until the end of the segment. I think that’s going to be the best time that we can answer them.
Sergio: Perfect. And Tony, were there any more just for right now or…
Tony: No, I think we’re good, I think we’re good.
Sergio: Okay, perfect. Yeah, and then we’ll take every question at the end and if we can get an intro that’d be great. I’m only seeing the one here. Moving along and talking a little bit about A/B testing, again A/B testing is going to be very, very crucial. In sales, there’s a motto “Always be closing.” In PPC, you want to always be testing. It truly surprises me how sparsely companies engage in PPC or any digital marketing campaign for that matter, actually A/B test their campaigns. By A/B testing campaigns, huge amount of benefits can be achieved including lower average cost-per-click, increased conversions, lower actual conversion costs, improved the audience targeting and many more.
Again, A/B testing just in layman’s terms, is going to be showing an audience two different versions of your ad and then testing the effectiveness of each version. One of the main things we want to really hone in on is that almost everything can be split tested. This includes your ads, keywords, landing pages, really many different parts of your campaigns can be split tested. This is going to be a continuous process that you want to be doing. One of the things that you want to be really careful of is finishing a test too early.
We generally recommend gathering a good amount of data and click-throughs before moving on to your next test, so that you can make sure that you’ve gathered enough data to make those insights, before moving on from a version of the ad or moving on from a version of your landing page. When A/B testing as a best practice, it’s generally a good idea to mostly split test only one piece of the campaign and then move on to the other pieces. That way you can really silo out different sections of your ad and messaging and really find out what’s working and what’s not.
Brennan: Yeah and that’s a really good point Sergio made, talking about finishing a test too early. I like what Garry was saying about for all you geeks out there, he’s speaking to me too because I’m a math geek, that’s kind of my thing. The best way to think about finishing a test too early is you want to make sure that you have statistically significant data. That’s going to vary dramatically across accounts, across keywords, across campaigns. We typically, we have to say there’s a time frame, say about a month of data, but again, it’s going to vary dramatically from account to account.
All right, let’s move on to tracking. Tracking is just the term we use to say that we’re recording all the data that we need to analyze the performance of the campaign. Fortunately, AdWords takes care of most of this for us. AdWords record impressions, click through rate clicks, position cost, cost per click and so much more on their own, but one thing that you have to be responsible for that AdWords is not is conversions. Conversion tracking is incredibly important to any PPC campaign. Plain and simple.
If you’re not tracking conversions, there’s no way you could know if AdWords is really” paying off the way you want it to. You don’t have any idea what the return on your investment. Tracking conversions can take a few different forms. You can do e-commerce conversions or shopper orders from a shopping cart online, to call conversions. That’s one of the things I want to talk about with Convirza. We’re really happy to be working with them and partners with them. They’re a call tracking service.
I know Tony explained. And they’re a powerful algorithm. Their conversation analytics is insane. No one else is doing it. They can track to see if certain keywords or phrases are used in the call and we can call those conversions or we can look at, you know, if those lead to conversions along the customer journey. It’s a powerful tool that I would recommend.
Tony: Yeah, just one point too is, obviously SEO Inc is doing a great job at tracking those conversions when it’s a form fill out in a lot of cases, and when it’s an email, or they convert on the site. But a lot of times, if it is someone that gets to the website and then they go offline and make that phone call, we are able to make that connection and tie that call back to all of that online activity. For the first time ever, first time ever, you’re actually able to attribute an outcome on a call, like a sale or like an appointment directly back into Google Analytics.
In the past, you could send an event that, hey, a call happened, but now we’ve done some sophisticated integration with analytics, that you can actually push the actual outcome that conversation analytics picks up on the call. That’s one thing. And the second thing is just as it is related to mobile extension tracking, Google has some things that they track, but they’re fairly limited. Google tracks a conversion on the mobile extension based off of the duration of the call, which is a fairly flawed metric because just because a call went 60 seconds or 2 minutes, doesn’t mean that a conversion happened.
What a lot of clients do is they forward their Google number from the extension to our tracking number and then we’re able to provide the deeper analysis to that call. You can actually tie the true outcome of that call. Was there a sale that happened, was there an appointment that happened on that call directly back to that extension. Just a couple things there I wanted to mention. Sorry for butting it in. Thanks.
Brennan: Absolutely, you make a great point, Tony, and you’re really leading in to my next point, which is the idea of conversion attribution. That’s exactly like Tony said, Analytics has had a problem with this. Google has had a problem with this for a little while and they’re really getting the idea of it. SEO Inc, we’re a Google Premier Partner and I go up to Google regularly for training sessions and trying to work out what the new technologies are. It was really, really fascinating the last time I was there, they were talking about this specific problem, and we’ll lead that into micro versus macro conversions.
The thing is, the customer journey is very, very long, especially these days when customers are doing a lot of research on their phones. We like to think of most conversions as macro conversions. An online sale, a fill out of a lead generation form, those are the type of conversions you’re really probably ultimately looking for, the final step that the user takes that’s going to generate your revenue. But what’s more important to pay attention to is micro conversions. Micro conversions are conversions that typically lead to macro conversions, the steps along the way that you need to be paying attention to, even more so now with mobile marketing being so big.
I’m going to paint you a picture of how important it is to be tracking micro conversions. Say you’re looking for a new pair of dress shoes and you’re in the waiting room at a dentist’s office. You remember that you need to look up some shoes and what you want to buy, so you need to do a little bit of research. You pull out your phone you search for dress shoes. You click on an ad and one website in particular catches your attention.
They have the exact shoes you want, they’re on sale until the end of the week. What you do, you don’t want to forget it, you share that product on social media to remind yourself that you want to order those shoes on your computer when you get home. You don’t want to order them there in the office. That social share in this example, that was a micro conversion. If you’re not tracking those, you’re not seeing how often those are leading to your macro conversions. You really want to be paying attention to those micro conversions to see where along the customer journey is your real benefit, where is your real revenue.
That’s why we’re moving away from this last click attribution, this last movement attribution where you only pay attention to when did the person buy the shoes. We want to see, when was the person interested in buying the shoes. Understanding micro conversions brings an important concern with that and I really wanted to talk about that. Lastly, we will talk about the utilization of SEO and SEM better together. I’m going to hand the mic over to Sergio so he can talk about that.
Sergio: Thank you, Brennan. Yeah, so the last thing we want to discuss is incredibly important and very undervalued. SEO Inc is a premier Google partner and in many of our conversations with Google, it’s becoming more and more clear that PPC and SEO are best when used together. Each complements the other in a way that benefits your campaign immensely and really helps create a great digital marketing strategy.
Brennan: Absolutely, absolutely. And so Google did a study that shows a few details that hone in on this fact. One important thing they found is that half of all people searching between brand and generic terms in their journey. You might think, “Oh, this person knows us, they know our brand and so they’re going to search for our brand. We don’t need to worry about whether they’re searching for us.” Half of those people are also flipping back and forth between searching for generic terms related to your competitors as well. You need to be there both in organic and paid to really capture that market.
This is the big one. Secondly, Google found that 89% of paid clicks are incremental to organic clicks. Now what does that mean? That’s one of those things where it’s like, “Well, I don’t understand what that means.” I’ll tell you what that means. If you were to stop bidding on your keywords, say you’re running an AdWords account right now and you stopped bidding on your keywords, you might think that, “Hey, you know what? Our organic search traffic is doing pretty good. Maybe it’ll pick up a lot of the slack now that the ads aren’t showing.”
In fact, 90% or 89% of that traffic goes away. You lose about 90% of that traffic when you stop bidding. Paid search traffic is a different market than organic traffic. People are going to be clicking those ads differently, just like we recommend…I mean, we’re really talking about AdWords here, but at SEO Inc, we generally recommend our clients utilize a mix of both AdWords and Bing ads because you’re throwing out a bigger net. You want to be there for your customers wherever they are and they are there on both.
It’s important to keep in mind many of the changes that we’ve discussed today, the benefit paid search, also benefit organic. For example, you want to be A/B testing, you want to be doing landing page optimizations, you want to be conversion tracking. You don’t want to just be doing that on the page search side, you want to be doing that on the SEO side as well. They all come together for ultimately your best benefit. The rise of mobile is just as relevant to SEO as it is to PPC. At this time, we’re getting ready to close the webinar out and I’m going to let Sergio talk about this last bit, specifically with SEO and SEM together.
Sergio: Perfect. Just as Brennan was saying, here at SEO Inc, we’re adept to handling both SEO and SEM effectively as a team and many of our clients that we do optimize organically, we also optimize them on the paid search side and conjoining the two, we really see the best results in those campaigns. We have a depth of experience in both paid and organic search and are experts at combining the two, in order to be as effective as possible with your campaign. Again, thank you all for listening. I really hope you guys gained some insight from this webinar and it’s always a pleasure doing these kind of opportunities with our partners at Convirza.
Again, thank you Tony and the team at Convirza. At this time, we’re going to open up to any questions. And at the end of this, if you’d like to ask or any additional questions, please feel free to contact me. My number and my email there are at the bottom of these slides. At the end of this also, if you want to reach out, we’re going to be offering a complimentary comprehensive PPC audit. If you’re spending $10,000 or more in paid search spend, again, we are happy to do a full and comprehensive PPC audit.
Again, if you’re not, please feel free to reach out to us and we’ll see how, if any, we can help you guys out as well. Again, just as Gary had mentioned previously, if you guys want, please reach out to me. We do have our partnership with Shopper Approved, they will help you with that gold star review extension and we’d be happy to connect you to them as well and getting our partner discount. We really recommend it if you guys don’t have it.
Tony: We had a couple questions come in. One of them was from Kim. She says, “Is it truly beneficial to bid on competitors if all your phone leads don’t lead to conversions?”
Brennan: Okay, that’s a great question. Thank you for listening, Kim, and thank you for asking that question. Bidding on competitors’ terms is kind of tricky. It’s important to recognize, for anyone who doesn’t know, that you cannot use competitors’ terms in your ad copy, but you can bid on competitors’ terms. Typically we found that they have a low quality score, which leads to a low ad rank. That doesn’t mean that they’re not effective to bid on. I would recommend if you have the budget open for it, to test bidding on competitors’ keywords and find if it’s profitable. I wouldn’t sink a ton into it, but we have found it to be profitable for some of our clients, but not all. It’s just going to depend on the industry.
Tony: Okay. And earlier you guys, when you were talking about smartphone usage and how search has surpassed desktop, there was a question just relating, do you have any…can you point a link or can you point to that study or the source of that smartphone data?
Brennan: Yeah, one of the things we can do is I have a lot of that information on my machine, and when Convirza hosts the webinar and when we have it up on our site, we might want to include a lot of the supplementary links and stuff below the fold, so that people can see that information. We’ll make sure that’s included.
Tony: Sure. Part of what will happen coming out of this webinar is those that have registered and those that have attended, you might be getting a contact from us or an email from both SEO Inc or us just following up on the webinar to see if you have any other questions and to see if there’s any interest in engaging with either of our companies going forward. Just be aware that that might be happening.
It won’t be too intrusive, but we will reach out to see if we can answer questions or to see if there’s any interest in discussing things further with us. Are there any other questions? Does anybody have anything else they want to throw out there for us? You could quickly get it in there and we’ll ask it here really quick. I would say just one last comment is SEO Inc is experts, they’re experts in understanding the attribution path, that’s been a hot topic for the last couple years, and both SEO Inc and Convirza are really focused on that path and trying to understand that path that leads to a conversion.
Oftentimes, the product that you might sell is a higher ticket item, it’s a more complex product. In certain verticals, it could be an insurance product, it could be automotive, it could be the travel space. These are the types of things that people are, A, they’re going to call ultimately when they want to engage, but B, they don’t just come from one source and then make that call right away. There’s generally a consideration process and there’s a path that leads to that ultimate call and that ultimate purchase and it’s important when we talk about the flow of last touch.
There are still to this day many agencies, many direct customers, many call tracking companies are still subscribing to just giving all the credit to the last entry point of that visitor, right before they placed the call, or right before they filled out a form etc. You could say that that’s a really, really flawed metric. It’s really critical to understand that whole path and all of the different points that helped lead to that call. If you think about what SEO Inc does, if they were doing paid search, let’s just say on the desktop for now and they drove a visitor to a landing page or to a website and it was for a $3,000 vacation package.
You might get to that website and might think about that a little bit. It’s such a big ticket item, it’s not going to be an e-commerce transaction, you’re going to call. So you might do a little more research and now you come back a week later, you remember that brand, you type it into Google organic, you come back to that offer or to that landing page or to that brand website and now you’re ready to call. You can’t just give all that credit for that call to organic search. There was a paid search keyword that played a role a week earlier and there may have been other visits in between from other sources. Both SEO Inc and Convirza subscribe to showing you that whole path and tracking that whole path that leads to that conversion and to that call, so that you can do the highest level of optimization possible.
That’s just my parting comment. I don’t see any other comments or any other questions that have come through. With that, I think we’re going to wrap it up here. I appreciate everyone joining us today. And thank you Sergio, Brennan and Garry for being on the call. Thanks everyone for joining.
Brennan: Absolutely. Thank you, Tony.
Sergio: Thank you, Tony.
Brennan: And we really hope that people gained some insight from this. And if they have any other questions, feel free to reach out to us.
Tony: Definitely. All right guys, thanks.
Sergio: All right. Bye-bye.
Tony: See you.
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