Trust Signals: How They Work & When to Use Them

On March 27, 2017
1

It cannot be bought, forced, or demanded. You can have it, but not hold it. It can take years to gain, and can be lost in seconds – and it’s the single most important element of any transaction or relationship.

What am I talking about?

Trust.

 Trust signals and how to use them

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Want More Brand Searches on Google? Advertise on Bing or Facebook [DATA]

On March 13, 2017
2

We keep it no secret around here that Google search is big business. With a healthy majority of the search market share across the globe, it’s critical for businesses to be present and successful when their prospects are searching on Google.

google market share

Via Statista

But as large as the search giant is, it’s not a monopoly on the media your customers consume!

Google’s most obvious competitor, Bing, makes up roughly 1/3 of the US market share. Showing up on the Bing SERP is certainly important in its own right, so you can reach those 5 billion searches a month, and advertising on Bing has plenty of additional benefits.

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Why Brand Advertising Drives More Conversions than You Think

On March 6, 2017
5

Search marketing is so awesome because it's efficient – the ROI is measurable and tangible.

Those big brand advertisers – the ones spending millions to advertise on TV, radio, and billboards – what do they know? What a waste of money, right?

Well, if those formats are so useless, why are the big companies pouring so much money into these ads every year? What do they know that we don't?

brand advertising

Well, maybe they know that if consumers have never heard of you, they won't search for you when they need the product or service you sell. And if they do a search, most probably won't click on your paid search ad or organic listing. And if they don't click on your brand, they can't buy from you.

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7 Little-Known, Research-Backed Lead Generation Ideas Revealed

On March 1, 2017
7

What tactics, strategies, and techniques can you use to generate more leads for your business?

One study from Citizen Relations Canada found 68% of Canadian millenials have bought because of a “fear of missing out” (FOMO) marketing approach. FOMO is powerful indeed. So are urgency, scarcity, exclusivity, surprise, and social proof.

lead generation ideas

While these tactics work, many other online lead generation approaches work too.

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Why Old-School Ads Still Totally Work (And How to Imitate Them)

On February 22, 2017
0

Every day we scour the interwebs for new tips to implement or new hacks to exploit.

But here’s the thing. The same patterns that result in higher Quality Scores, generate traffic or get you more paying customers are anything but new.

Here’s why your ads on AdWords and Facebook should incorporate the same principles and formulas and techniques (like AIDA and PAS) that ads have been using for the last century to increase results.

old school ad techniques

Oooooooold school

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5 Luxury Marketing Strategies to Increase Conversions (At The Right Price)

On February 15, 2017
1

There’s a reason Gucci doesn’t do infomercials for tiger print duffels. That Equinox doesn’t offer a discount for January first’s newly health-obsessed. That anthropomorphic Hamsters break dance in front of Kia Souls instead of Range Rovers.

Advertising for luxury brands tends to focus on, well, luxury. The happiness they inspire. The quality. The sheer opulence that becomes a piece of one’s life when he or she buys free-range leave-in conditioner infused with dolphin tears, or an ornate bottle of some top-shelf botanical cordial. 

luxury brand marketing on adwords

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6 Ways to Target Early-Stage Buyers in PPC

On January 26, 2017
3

It’s no secret that the better you can use your keywords to target your ideal user, the more success you’re going to have in PPC.

But, let’s take a moment to discuss the nuances of what the term “ideal user” can mean.

When you think of your “ideal user” you are probably thinking of sales qualified leads, or SQLs, that are ready to sign up for your service or purchase your product. The further down the sales funnel, the better.

Well, the truth is, the most successful paid search analysts don’t consider their “ideal user” to be the same in each and every campaign they manage.

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5 Tips to Align Your AdWords Account with Your Sales Funnel Stages

On December 6, 2016
2

You bring in a consultant or make a new hire to develop the perfect sales funnel. You’re cranking out quality top of funnel content daily. Your nurture campaigns are building relationships with leads as they drift down, down, down. And your swarm of salespeople, armed with demos and free trials, driven by incentive-laden bonus structures, are ready to close like the dickens.

align adwords account structure with sales funnel steps 

You’re probably thinking, “What does this have to do with AdWords”?

And that’s the problem.

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5 Data-Driven Lawyer Marketing Strategies

On November 17, 2016
1

Every lawyer is familiar with the trials (had to) and tribulations associated with marketing their practice. Keywords are inordinately expensive. Qualifying traffic can seem impossible. And outside of the destination URL virtually every ad on the SERP looks the exact same.

5 data driven lawyer marketing strategies

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5 Questions AdWords Advertisers Should Ask Themselves Every Quarter

On November 9, 2016
6

An apple a day may keep the doctor away, but it won’t do anything for your AdWords account. The PPC equivalent of a mid-morning Pink Lady—daily bid adjustments, adding negatives, testing new ad copy—is an excellent habit to develop, but that alone isn’t enough to keep your account performing at a high level.

5 questions every advertise should ask every quarter

Monthly audits might sound like overkill (they aren’t), but taking a deep dive on a quarterly basis is both necessary and completely doable for even the most overworked SEM.

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