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.
When you set-up paid search campaigns with Google, Bing, and others, there’s a section during the set-up process which asks you how you want to run your ads. For Google, you’re given the choice between four options:
Let’s say you have a company selling Widgets, and it’s called “George’s Widgets”. Should you advertise when someone does a search for George’s Widgets as you already show up in the top spot organically for that search, in fact, you have the top three spots in the organic search rankings. At Digital Caffeine, we consider it a best practice to run ads on your company name. Here are the reasons why.
You may have heard the news, Google has made another change to their Search Results Page (SERP) and this one is a large one. Considering how basic the pages are, it seems tough to make waves, but they have.
There’s a “test” feature that Google is currently running in AdWords which automatically shows text ads in your display campaigns as image ads. I recently encountered this while on a webpage where I saw a really ugly image ad and noticed that it was for one of our clients. After looking through their account, we weren’t running any ads that looked like the one I saw online. So I reached out to Google’s Customer support team and was directed to this post in their help center about these Automatic Image Extensions.
Around this time every year gyms get increasingly busier. At lunch time, instead of there being the 10 other people with me, there always seems to be 100 more, though it only tends to last a few weeks, you can see that people are trying to make some changes in the new year. Consider doing the same thing with your campaigns in AdWords, Bing, and Facebook.
By owning your ad accounts (Google, Bing, Facebook, LinkedIn, etc.) business owners can avoid the difficult (and sometimes nasty) chore of separating with your ad agency (Or individual) that is managing your campaigns and technically owns your accounts.