#1
87%
of small
businesses
are not tracking
relevant
conversions
A Conversion is any action taken on your
site that is valuable. Some
examples:
Has Your Business Assigned
The Right Value To Each Of
These Actions?
WHY
you’re
probably
not tracking
conversion?
Most of the time it comes down to two
reasons this isn't working on your site.
#1: It’s difficult.
You have to create & install
tracking codes, properly structure
conversion events & then create a
report matrix based on each
business’s unique ROI/ROAS
requirements.
#2: Skill.
Unless your PPC vendor is also a good developer, connecting
webhooks and the millions of third party tools together becomes a
project all on its own.
Most conversion tracking that is setup is often only partially
working.
Without proper conversion metrics being reported, Google/
Facebook/Bing are buying clicks in the auction without knowing
if it’s even profitable to you.
#2
66%
of small
businesses
marketing
budget is
misspent
Some signs this is neglected:
1. You have less than 200 negative keywords
2. Your ad groups aren’t themed
3. Your keywords haven’t been updated in over a month
4. You don’t know what a “search term report” looks like
5. Your PPC vendor isn’t asking quality control questions about incoming clicks
6. You feel like marketing is an expense not an investment
WHY?
Keyword research is a
living document.
Your negative keyword strategy
needs to be as thought out as
your target keywords are.
As a service business you want
the words “near me…”
But, did you add “how to” to your
negative keyword list?
“Dentist near me”
is a far different search than
“How to become a dentist”
Keywords (both target & negative) need to
be reviewed weekly or you’ll be buying highly
un-targeted
search intents.
#3
If Your Ad Copy
Isn’t Being
Improved
Every Month,
You are
Losing Money
Which one would you pick. A or B?
*URL Changed For Privacy
Almost a 100% picked B. Both ads represent the company. But
the second one brought them in an additional $350k in 2018.
The more people click on your ad the
cheaper it gets. Google rewards those
that deliver relevance to their users. This is
your Quality Score.
The difference between good and
great ad copy, on average,
is over $100k for most businesses
across a 12 month period.
You’re one audit away from optimizing
your business!
