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!
I get asked this question a lot. As if SEO is a uniform commodity. Yet no one walks into a shoe store and asks, “How much does a pair of shoes cost?” But, thanks the internet, people are impatient for definitive answers to vague questions. OK. So, here’s the answer: Anywhere from $1 to $250,000+ a month. This is directly from a survey taken of over 500 agencies specializing in search. Enlightening, no?
Small business owners wear a lot of hats. That’s why many of them figure, if you do one facet of their marketing for them—like paid search– you can do all the rest of it. For free. As a firm that specializes in online marketing, we work with a wide range of clients from those that have million dollar ad budgets to those that are new to the marketing world. One common conversation we have with smaller business clients concerns building a brand strategy. After all, they think most of it’s fluff. How hard can it be to come up with a tagline? A style guide? A brand personality? What their unique selling point is?