These are the new leads. These are the Glengarry Glen Ross leads. And to you, they’re gold. And you don’t get them. – Blake (Alec Baldwin), Glengarry Glen Ross. Those famous leads were so valuable, people were lying, cheating, and stealing to get them. If your business depends on leads, you’re probably getting them the more conventional way – hiring an ad agency to set up and manage your digital advertising on Google, Bing and Facebook. But do you actually know how much these leads are worth? Here’s why you need to know.
It seemed like a good idea at the time. Let the agency take care of setting up the credentials and apply their credit card for all the digital accounts – Google Ads, Bing, Facebook, etc. And since it’s less for me to do, why not let them take care of getting those new URLs? Who cares if it’s all under their name and they technically own it? After all, they are going to be dealing with the accounts daily and managing all of it. What could go wrong?
You spent so much time figuring out exactly what information you needed from potential customers. You spent a ton of money on ad campaigns making sure they saw the form. And you really need a lot of those potential customers to fill it out so you don’t look like an idiot.
Over 60% of search is now done on the phone. So, you would think with all that money being spent on ads that spending a few minutes reviewing the landing page (the page the ad clicks to) wouldn’t be asking too much. Apparently, it is. Our agency comes across so many landing pages with such glaring mistakes that it’s obvious no one vetted these babies before launching them. Which is too bad because most of them could be easily found and fixed. Here are the biggest fails.
We understand it can be a pain to keeping track of your ratings and reviews. And who wants to deal with some deranged customer that could be some disgruntled ex-employee causing trouble., eh– it can be easier to just to shut off your computer and ignore the whole thing. Pretending like it doesn’t exist, however, is not going to help.
When we set-up, maintain and optimize search and display campaigns for our clients, there is one metric that we focus on: Cost Per Lead. Everything else, your click-through rate, quality score, impressions, clicks, pretty much every other metric in our report helps us analyze the best way to improve the Cost Per Lead.
While paid search doesn’t work for all businesses, it’s particularly good for home services because there’s always something wrong in people’s homes and they need help, ASAP. So if you own a business that services homeowners, here’s why you need to be using paid search:
When we ask business owners what is the their lifetime value of their average customer, here’s what we usually hear: Business Owner (BO): Oh, I think we have that number somewhere. Digital Caffeine (DC): Do you know what ballpark it’s in? $50? $500? $5,000? BO: I don’t know. Some customers are worth $50 and some more than $5000 so there’s no way to tell. DC: Well, it’s fairly easy to get a rough estimate. If you add all your sales for the year and divide by the number of customers… BO (cutting us off): Math? Ugh, I hate math. Oh, is that my phone? I gotta take this call.
Which deserves the credit for your online conversions: Your AdWords campaign? Facebook ads? The pen with your URL on it?
I used to feel sorry for branding marketers. They do all this beautiful work yet there’s no way to definitively prove it leads to any conversions. (Note– we are calling leads and sales conversions.) Meanwhile, in my digital wheelhouse, I would smugly think, “Well, I can prove that our campaigns deliver. Analytics, Baby! Look at these purty conversions!