Google Adwords has always been a nice way to help grow leads and sales by directing customers to a website. But what happens when the majority of your business comes from the phone? In an effort to support companies who thrive on phone conversions, Google has introduced Call-Only ads.
Phone-based ads aren’t necessarily a novel approach for Google. Users have had the ability to add a phone extension to ads for quite some time, but with the new call-only ads, the main call to action is, well, to call.
Included is a helpful option to use Google-provided forwarding phone numbers in the ads. By using different numbers Google is able to report on which ads, keywords and campaigns are generating calls
Setting Up Call-Only Ads
Setting up call-only ads is as easy as setting up any Adwords campaign, only this time instead of choosing the standard ad type, you will select the call-only field.
Ad creation continues through the standard set-up process as you determine the geographic reach of your ads, select keywords and your desired bid strategy.
As you begin to build your ad you will see the initial call to action on call-only ads is not to visit a website but to call. This feature will be especially useful for customers who are looking for immediate service like Heating & Cooling companies or Plumbers.
Businesses are focused on using their websites as a source of new customers. In fact, nearly 50% of B2B buyers indicate that the most likely way they find sales information is to go directly to a supplier website. As a result, companies are investing in site optimization to ensure they have user-focused content designed specifically to convert visitors into inbound sales leads.
Powerful content may include benefits of what you offer, case studies of your products and services, customer testimonials and lots of answers to the key question of ‘Why you?’
So, how well is your site performing in lead generation? Assume that a potential customer has explored the entirety of your website content. You have them excited about starting a sales dialogue with you. How do you translate that excitement into action? Below are several simple guidelines to maximize your inbound lead opportunities on your website.
Effective lead capturing requires a proactive mindset – Provide focused attention on the conversion goal right on your home page. Don’t force your visitors to initiate contact.
Provide more than your ‘Contact Us’ page – Many websites don’t have effective paths for customer prospects to start the dialogue. By default, it’s often the ‘Contact Us’ page. In many instances, the ‘Contact Us’ page is largely reactive and inadequate as a customer acquisition path. To increase more inbound leads, consider adding more navigation links to your ‘Contact Us’ page as well as strategically place ‘call-to-action’ options on sales-focused content pages.
Give visitors a reason to contact you –If the only inbound leads you are getting from your website are from the ‘Contact Us’ page, you might want to consider offering more call-to-action paths. Examples of lead generation call-to-actions include scheduling a sales demo, joining a webinar, getting a quote and signing up for a special offer.
Don’t rely solely on form submissions – Adding call-to-action (CTA) options such as call tracking or live chat can be very effective in generating incremental leads. In fact, many consider it a competitive advantage for visitors to have multiple contact options to consider when converting interest into lead generation.
Respond promptly – Once customer interest has been sparked, it’s up to you to respond and satisfy the initial itch. If you don’t, then a competitor eventually will.
Your inbound website leads are like gold, and there are simple measures to consider assuring you’re maximizing lead engagement on your website. First of all, make sure you’re utilizing every possible CTA option in maximizing lead generation opportunities on your website. Secondly, make sure you’re enabling your sales team to capitalize on the inbound leads you’re generating. Be proactive with your website so it delivers the results you’re looking for. Maximize your lead opportunities!
HTTP stands for Hypertext Transfer Protocol and it’s a request-response protocol that drives the web. Think of your browser as the client requesting information. It puts this request into a HTTP message and sends it to the server. The server will then send the response back to the browser. That response may be a picture or a webpage, for example.
There are many techniques that attempt to alleviate the data transfer, but these methods are still at the mercy of HTTP/1.1 and its rules. Images can be compressed, resulting in less data transferred, or a server can tell the browser to store files locally (caching) so that future requests for that resource are pulled locally instead of being transferred again by the server. Web developers can bundle and minify resources. Instead of having 3 or 4 CSS files referenced (which means 3 or 4 request/responses over HTTP), we take those files and make one larger file. We can then take out white space and shorten it up to make it as small as possible.
So far, those solutions have worked but what really needs to happen is an evaluation of HTTP and a new version that is in line with today’s web. Enter HTTP/2.
In order to realize the benefits, both the client and the server have to communicate via HTTP/2 and luckily the roll out of support has already begun. Realizing the full value is still a year or two away, however. Internet Explorer and “Spartan” will support it in Windows 10, Chrome and Firefox already support it. On the server end, the next version of Microsoft’s IIS will support it, with Apache support expected soon.
There is more to HTTP/2, but hopefully this has introduced to you a very important piece of the web, and how it’s being improved.
One of the appealing aspects of online marketing, particularly paid channels, is the wealth of data that is available. The promise of all of this data is the ability to know exactly what is and is not working. At first glance, this should be pretty straightforward: do the additional sales exceed to cost of the advertising. But for anyone that has managed an online marketing campaign there is a lot more going on and in the immense tables of numbers is the promise of improved results.
Take a sporting event as an example: the number that matters is the final score. It measures success or failure and is very easy to understand. But it leaves out the details that are essential to a coach or manager to help the team improve for the next game. It doesn’t credit which players or strategies performed well and which ones did not.
The same is true of online advertising: the return on investment is the number that matters. But understanding how to improve this comes down to understanding all of the elements that lead up to that and knowing which adjustments can emphasize strengths. It takes ongoing commitment to understand what works, try new things and get to a point of having a team that consistently wins.
This is where a solid paid search partner like TKG comes in: of course we do all the research, scouting and planning to make your campaign a success. But we also excel at evaluating your performance and figuring out where to make adjustments to continue to improve your returns.
Does our PPC expertise sound like something that you could benefit from? Learn more at TKG.com or get in touch.
In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The commercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.
And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.
As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).
When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.
So what does this mean for your business?
Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
Views are nice, shares are great, and the further your video content spreads, the better.
Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.
The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.
While it’s not likely that you actually would ever forget that your business has an online presence, but that might be what the content and look of your site tell your visitors.
We all get busy running our businesses and making sure we are selling products. Fortunately, we at TKG are thinking about your website and we care a lot!
We took a look and, trust us, we were equally excited about the big news you announced proudly on your homepage in 2009! Unfortunately, it’s now 2015 so it is not quite as exciting.
That brings us to the photos you have of your team proudly displayed in your About Us or Meet the Group section. Everyone looks great, but unfortunately half of them are now gone as that photo is circa 2005. Or even worse (better?), you now have 30 employees, rather than the 10 shown in the photo.
So all joking aside, what kind of message does this outdated kind of info and look convey to visitors?
Do these guys update anything?
Are they almost out of business?
Is this really a company I want to do business with?
Other recent TKGenius blog posts have talked about the importance of things such as technology, keeping up with browser compatibility and responsive design. What your site says (or doesn’t) can be as important as the technologies used. It’s why we don’t take a one size fits all approach with our clients at TKG. We evaluate what you have, take the time to understand your goals and strategize to make the right recommendations to move your business forward.
So remember that website you have? Go take a look. Are you proud of what it says about your company? Would you want to do business with your company? Is it time for a few updates, a facelift or maybe even a complete overhaul?
Responsive Design – it’s not just a buzzword. We’ve written quite a few blog posts on the subject here at TKG. We’ve stressed the importance of providing a powerful, functional web experience whether the user is sitting in front of their PC or in the back of a taxi cab miles away from home.
Chances are if you are already working with an online marketing firm, you know whether or not your website is, in fact, responsive. But for the small business owner who doesn’t have a bevy of web experts at their disposal, this can be a tricky question.
Enter the Mobile Web Transmogrification Portal! The what? Transmog is a simple tool that generates a real-time working preview of your website as it would appear on various mobile devices. Preview options include the iPhone 4S, iPhone 5, iPad 2 and Samsung Galaxy S3. Simply plug your URL into the tool and choose the display choice. You can toggle through the different display types and click through to any page on your website. The display updates real time so you can see whether your entire site is responsive or if your homepage is the only piece that is user-friendly.
We’ve captured a few examples of what a nice, responsive website looks like on the iPad and Galaxy using this tool. Give it a try! If you aren’t pleased with what you see on the display, you know where to find us!
PDFs, just like HTML pages, can rank in search engines. Accordingly, it is important that PDF optimization is part of your comprehensive strategy for search engine performance. Here are some helpful SEO tips for PDFs:
Save the PDF as Text Based
When creating a new PDF, be sure to save the file as text based, rather than a flat image. Microsoft Word and Adobe InDesign allow for this whereas scanning a hard copy of a document will not. From Google’s Webmaster Central blog: The general rule of the thumb is that if you can copy and paste the text from a PDF document into a standard text document, we should be able to index that text.
Optimize PDF Properties
When creating a PDF, there are a number of text properties that should be defined prior to loading to a website. These include title, author, subject, and keywords. To access these, go to File > Properties. Here are some thoughts and recommendations for each of these fields:
These are similar to the title tags on HTML pages and should follow similar best practices.
PDF titles can appear as part of search results
Answer this question: How would you name this content?
Include a relevant keyword that has search volume
This field is designated for the creator of the article.
Use this space to reference the business, organization, or the individual who deserves credit for the work.
The subject field in a PDF is similar to the meta description on HTML pages.
If you choose to fill in this field in the PDF properties, separate each keyword with commas and avoid stuffing with similar keywords.
SEO-friendly File Name
Many content management systems generate the URL based on the file name. Therefore, when saving the PDF, there are several guidelines to follow:
Save the file with a relevant file name (not draft17FINAL2015revisionB.pdf)
Separate words with dashes and use lowercase text
Avoid overly lengthy file names
Include a relevant keyword
Hyperlink Text in the PDF
Include hyperlinks in the PDF that link to relevant detail pages within your site that contain more info. For example, at the end of the PDF, include a call to action such as Request a quote that goes to your request a quote form on your website.
Include Keywords in the Content
Just like a traditional HTML page, include relevant keywords in the copy itself. In general, identify a few overall keywords that define the theme of the content (use the Google Keyword Planner tool to see if the phrases are popular), write the article in its entirely, then review what was written to find a few opportunities to tastefully include keywords where appropriate.
Optimize Anchor Text to the PDF
Once the PDF is loaded to the website, be sure to find appropriate locations across your site to link to the new PDF. When linking to the PDF, avoid linking text such as “Learn More” or “download this PDF” and instead hyperlink the actual words that discuss the content. For example: link the words “optimize PDFs for search engines” in the sentence: Learn how to optimize PDFs for search engines.
By following the guidelines above, you’ll ensure the PDFs on your website are SEO friendly.
As an account manager of several web marketing clients, my goal is for them (and us) to be successful in growing their businesses. And we do that by aligning our strategy with their company goals, becoming partners who work together in this mutual aim.
Most of my customers want to sell more widgets or get more sales leads, and so we get them more website traffic so they can do just that. Who doesn’t like more customers, right?
If your company website leads or sales are growing, especially by having a content and search engine optimization (SEO) strategy, then continue to work your plan. That’s good business sense.
But let’s not stop at just continuing to do what works. There’s always more. It’s time to try new things.
When it comes to making money, one of my favorite things to do is to try new ideas. It’s fun to test them out and see if you can get a return on investment. Online marketing is no different: Find something that works and expand it. Then, find something else that works and expand it, too. Repeat the process.
Let’s assume you have an SEO and content strategy working for your business. Have you tested some paid digital advertising, yet? What about social media marketing; is that right for your business? And by social media marketing, I mean true strategy that drives results – not just playing on Facebook. How about email marketing to current customers – might you get them to spend more with your company with repeat orders?
There are so many avenues to explore when it comes to growing your business. If you haven’t gone down very far down those roads, there are likely goldmines to uncover.
If you own or manage a Facebook business page, you may have seen a new feature that allows you to add a Call-to-Action (CTA) button to your page. This button is a useful tool that will invite your Facebook fans to shop, visit, or contact your business via the website.
Here’s a quick step by step guide to creating your page’s Call-to-Action button.
Begin by logging into Facebook and switch your role over to your page’s administrator (this might happen automatically when you go to your business page). You will see a button on your cover photo that says Create Call-to-Action. You may also receive a pop-up box to begin this process when you land on your home page.
Choose Your Call to Action
A box will appear to begin stepping you through the CTA process. The first thing you will want to choose is the type of action you want your customers to take. If you have an ecommerce website or sell your product via a third party like an Etsy shop, you can choose the Shop Now button. Other choices include, Book Now (great for travel sites or hotels); Contact Us, Use App, Play Game, Sign Up and Watch Video.
Choose the Destination
During the next step – you will enter the website or page where you want your users to land. If your site is responsive, you can enter your regular web address into both fields. If you have a page designed specifically for mobile users, you will want to place it in the mobile field. Once you enter your website information, select the next button.
Mobile App Uploads
The following two screens are prompts specifically for mobile devices. If your goal is to have your visitors go directly to your website just hit Next for the following two screens. If your goal is to have your users download an App or game, choose the App option from the next two dropdowns and upload your App’s deep link URL for both iOS and Android devices. Click the next button to complete the process.
Observe & Report
Your CTA button is now live on your site. You can view the results of your page’s CTA button from the quick-glance statistics. The high level statistics will provide you with the number of views your button received over the past 7 days. You can go to the Insights view of your page to further analyze these results.