AdWords Gets a Makeover

Image result for google adsGoogle Ads, or AdWords, has always had frequent product updates, with more automated features, allowing us to have similar results with less manual work. Along with Google’s recent rebranding from AdWords to Google Ads, they also announced the arrival of a new automated campaign type for small businesses called Smart Campaigns. It can produce significantly better results, with businesses being able to choose from varying levels of automation. Smart Campaigns will start automating ads and landing page generation based on data from Google My Business (GMB), as well as other user-selected images. So what needs to be done by the user? Budgets, target location, and language can be managed by the advertiser, but realistically they won’t change after a campaign is set up.

In May 2015, Universal App campaigns helped advertisers get more installs of their app or drive in-app conversions. It is one of the first fully automated campaign type in Google Ads. Google manages bidding, targeting and creatives and works to achieve the maximum results for the desired goal within the budget set by the advertiser. For this, advertisers just need to select a daily budget, a target cost per result and location and language targets. Google also asks for a few ad text ideas as well as some optional images, videos, and HTML5 assets to give their ad-generation system some ideas for a starting point, and the system does the rest!

There are seven automated bidding strategies from Google that help advertisers reach a variety of business goals with minimal work. Three of these are based on a mechanism called Smart Bidding, where Google uses machine learning to predict which clicks are most likely to drive conversions and conversion value. For this, automatic bidding should not be considered fully automated, as targets should be adjusted for factors that its automation doesn’t consider. How do they help? They remove the need for additional calculations that advertisers used to do manually. But because targets can change based on factors that Google has no insight into, these automated bid systems will perform best when they’re managed by people who are aware of what is best for the business.

For advertisers with large sites, Dynamic Search Ads (DSAs) offer an automated solution that targets ads to relevant queries, with relevant ads and the right landing page. The advertiser can choose whether to include all the pages from their site that are in the Google index or just pages in a feed, and Google then automatically targets the ads and shows the ads with an automatic headline.

There are many other automations, with the new automations getting the word “Smart” in front of them, like Smart Campaigns or Smart Bidding. Today, July 10, Google will host Google Marketing Live, the annual launch for new ads and analytics products, so be on the watch for some up and coming technology!

New Website? No problem!

Having a search engine optimized website could be the difference from getting the traffic you want or staying invisible. SEO traffic takes up 70% of a company’s overall traffic, so it needs to be taken very seriously. This means a strong SEO foundation needs to be built from day one. Even if you don’t know anything about SEO, it is very easy to learn. Here are a couple tips to build a strong foundation for your website:

  • Narrow your niche: Determine who is going to view your website. The more you narrow down and define your niche, the easier it will be to cater to their needs and optimize your site. Here are a couple questions you could ask yourself:
    • Who is your ideal customer?
    • What do they do for a living?
    • What gender and age are they?
    • Where do they live?
    • What’s their favorite way to receive information?
    • What buzzwords are used often?
    • Who else are they following?
      Knowing your potential audience helps a website get popular quickly, as long as you focus on catering to your niche and your niche only.
  • Prioritize mobile: Google has switched over to mobile-first indexing, as about 60% of searches are carried out on mobile devices. This means that the mobile versions of websites are being indexed before desktop versions.
  • Make sure your website is fast: Google announced a new ranking algorithm specifically for mobile search known as the “speed update”, meaning mobile sites should be given the same treatment as desktop sites. Statistics show that if a website takes more than 3 seconds to load, 40% of visitors will leave your website and 80% of those visitors won’t return. How can you improve mobile pages’ loading speed?
    • Use a browser cache
    • Compress all images
    • Use a content delivery network (CDN), which reduces latency and makes your website load up to three times faster
  • Have a Plan for Content: Makes sure your content is aligned with your business objectives in a organized manner
  • Optimize On-Page SEO: Create high-quality content that uses keywords that matches your user’s intent
  • Set up Google Analytics: ensures you are collecting data from the beginning in order to see who is viewing your page, how they found it, and the number of sessions, as well as who is linking to your page and what content is being linked the post
  • Create a Sitemap: Sitemaps help your site more visible to search engines and provides users with more accurate search results. It also helps your site get indexed and ranked, with the highest rankings getting the most organic traffic.

The death of an SEO salesman

I will start this by saying that I love this industry. I get to meet a lot of characters from all over the world, both good and bad, local and online. I met this character James Wabel online after he purchased some SEO leads about 2 years ago to this day. James wanted to try some leads out. From what I can tell, I believe he was fairly new to the industry and up in age in his 60's.

The phone call that started it all

Over the phone, he had a very distinguished voice that I can still hear to this day. He mentioned something about a SEO platform that he and a few guys use to sell that did most of the offsite SEO work for you. All you have to do was install a plugin - either WordPress or html/php - and it links your site to relevant sites in the same industry and makes subpages based on your keywords. Nothing mind-blowing, but very convenient and time-saving. Plus, there are tens of thousands of sites in there, and the guys do a good job at quality control.

So he bought some SEO leads. I was naturally intrigued by this platform and decided to try it out as well. He was a good salesman because all he did was mention it, and I knew I needed it. We did a conference demo call and did some free trials and paid trials, and the platform worked pretty well most of the time. I learned these things: It depends on competition, and don't try super hard keywords on low authority sites right away. But for local and semi-competitive key terms, it worked wonders.

Free SEO trials as a sales tactic works

James introduced me to the Free SEO Trial technique. Just offer the potential client the first 30 days free with no money upfront and no credit cards. I am quoting him on the script we wrote here.

"We are so confident we can help you we are willing to do a 30 day free trial on our SEO platform. NO CONTRACTS, NO CREDIT CARD NUMBERS AND NO UPFRONT MONEY!! You have nothing to lose and knowledge to GAIN!" - James Wabel.

This technique works because you build the clients trust and then they can see your results. Yes, it sucks that you don't get paid in 30 days as well as the risk of not getting paid at all. But hey, no risk no reward. Over time, I found out the success rate this way is much higher than trying to get paid upfront. Hey, go figure!

I decided to put most of my clients on the platform and everyone had success with it. Some more than others. This platform solved the age-old SEO problem of finding relevant, quality backlinks related to your industry. We were both making money but life got in the way. I was going through a lot of personal issues with bad partners. Then I found out he was battling cancer. He would call me sometimes slurring his words and I thought he was hitting the bottle. Later I found out it was his medication that was making him do that.

I wished him the best and hoped he would beat it. This was in the summer of 2016. From what I knew about James, he cared a lot about providing for his family and was still working hard while battling his illness. Anyone who knows me knows that 2016 was the worst year of my life mentally. Starting a new business, getting involved with partners and people that I shouldn't have, business partner disputes, being extorted, lied to, etc. I can go on. I fell out of touch with James, but continued to use the platform here and there and still thought of him.

Sell to the sellers Chris!

I was on my way to work this week, and I remembered something he said to me that popped into my head when thinking strategies and sales techniques.

Sell to the sellers, now that's sexy!

This is true when you look at people like Alex Becker, Russel Brunson, Neil Patel and even Tai Lopez. The majority started out providing SEO to clients/businesses or themselves, and now what do they do? They sell to people like you and me who provide client services and rake in millions. So I decided to start selling the platform to agencies instead of businesses/clients. Because instead of getting 1 sale here and there, sellers will bring their whole clientele to the table. It's not rocket science, just basics.

So as I was on the bus passing the Flatiron Building. I decided to see what's up with my man James...Sadly I read James Bruce Wabel, 68, of Wilkesboro passed away Friday, Nov. 24, 2017, at Wilkes Senior Village.

Damn. Too late. No words left.