Search Engine News

A Search Engine Marketing News Site

BostInno’s 2018 Tech Madness: WordStream Brings the Noise (and How to Vote!)

The drinks were flowin’. The ping pong balls were flyin’. The Keytar Bear was…keytar-in’. The stage was set for BostInno’s 2018 Tech Madness Bracket Reveal, and Team WordStream brought the ruckus.

Tech Madness

Representatives from 64 Boston-area companies gathered at Game On in Fenway Wednesday night, fueled by endless ‘roni ‘za and $7 Gin & Tonics. The stakes? Beantown tech supremacy. Alliances were formed and broken. Votes were extorted. A man dressed like a bear serenaded the crowd with miscellaneous cult classics. And when he got tired, he hopped in a few pics with the early tournament favorites. 

Tech Madness

Say what you want about Keytar Bear—he knows where to put his money. The WordStream squad was a buzz saw of activity from the get-go—at one point, letting out a yawp so barbaric it had Ted Williams’ head shaking in its cryogenic thermos. And while the sum of our collective power was almost certainly undermined by inner-team ping pong squabbles, we wouldn’t be denied. We got our votes in early and often, and we encouraged others to do the same. Long story short: we got it done.

Tech Madness

But the job’s not done yet! In fact, it’s just getting going. Here’s the rundown on the tournament, and how you can help WordStream earn a much-deserved W.

The Tech Madness Bracket: How It Works

Tech Madness is an annual bracket-style competition designed to generate awareness and excitement for the Boston tech ecosystem. In the past, BostInno pitted 150 companies from both the private and public sectors against one another—not so this year. This year, in an effort to even the playing field, and to make evaluation easier on voters, the field has been separated into private, VC-backed and bootstrapped companies in one bracket; and large public companies in another. Because, well, parity and such.

Finalists were selected and unveiled at the March 20th Tech Madness Bracket Reveal at Game On—60 from the private pool (the final four spots were filled by companies who “pitched” themselves at the Bracket Reveal), and 16 from the public. According to BostInno, seeding was based “almost entirely” on funding and market cap; though variables like headcount and growth were also factored in. When all was said and done, here’s how the brackets shook out:

Private, VC-backed, or Bootstrapped Bracket

Tech Madness

Congrats to Chewy, iboss, ATOM, and Vulsec on impressing the judges with their 60-second pitches at the Bracket Reveal and earning the final four spots! Best not run into that upstart eight-seed bottom right, though… 

Public Bracket

Tech Madness

Interested in casting a vote for your favorite Boston-area tech company? Just want to see a rival company get bounced? Here’s how to get in the action.  

How to Cast Your Vote

The question BostInno asks participants to keep in mind when casting their votes is the same question Keytar Bear had on his mind when his slid his furry body into our team photo: quite simply, “Who would you invest in?”

Now, you might want to invest in a company for a number of reasons: a dazzling product, a promising business model, a sky-high potential ROI, what have you. Maybe its employees just have sweet quarter-zips and branded polos.

Tech Madness

Whatever the reason, the idea is to vote for a company you believe in.

Voting Schedules

Individuals can vote once daily for the company they like in each matchup—or, more likely, for the company they like in each bracket. No, you don’t have to cast a vote for every matchup just to vote for your favorite company. In some countries they call that torture. 

Private Bracket Voting Schedule

March 20 – March 25: Round 1 Voting

March 26 – March 29: Round 2 Voting

March 30 – April 3: Sweet 16

April 4 – April 9: Elite 8

April 10 – April 15: Final 4

April 19 – April 19: Finals (recap and announce winner on 4/20)

Public Bracket Voting Schedule

March 20 – April 3: Sweet 16

April 4 – April 9: Elite 8

April 10 – April 15: Final 4

April 19 – April 19: Finals (recap and announce winner on 4/20)

Movers-on will be announced at the end of each round here, on BostInno’s website.

Vote for the winning team. You know you want to.

This is the part of our program where I urge you to stop fighting your feelings.

Tech Madness

Tech Madness

For the past three years, Boston Business Journal has ranked WordStream one of the top places to work in Massachusetts among companies of its size. We’re the proud recipient of multiple awards from MITX, and we’ve also been recognized by Inc. Magazine as one of the Fastest Growing Private Companies. This year, the Boston Globe named us the #30 Top Place to Work among medium-sized businesses. Oh yeah: and when we’re not bragging about ourselves, we’re busy helping clients convert 60% more leads while reducing online advertising costs by 10%.

To vote for WordStream, merely click here and scroll, or pull out your smart phone and point your camera at this baby:

Tech Madness

Or, you know. Click the above link and vote for somebody else. If you’re feeling it. You’re making a mistake.

Best of luck to all companies!

About the Author

Gordon Donnelly is a college hockey washout turned SEO & content marketer. He’s a sucker for: fly fishing, mudslides, Jim Morrison driving around aimlessly in the desert, and the dwindling half-light of Clery’s basement. Tweet him @gord_donnelly.

from Internet Marketing Blog by WordStream


How to Find, Engage & Work with Social Media Influencers in Your Industry

Would you prefer taking travel advice from Anthony Bourdain or Rachel Ray? While I’m sure Rachel has traveled quite a bit in her day, Mr. Bourdain is a travel connoisseur. Whether it be Spain, China, Seattle, or Japan, he’s seen it all and documented most of it, so he’d likely be your best bet.

Now imagine if you were a hotel owner, and you could get Anthony Bourdain to rave about your accommodations on his social media platforms. That would be pretty game-changing for your business!

how to find social media influencers

Ok, so the chances of a celebrity of this caliber tweeting about your business are quite slim, but that doesn’t mean you can’t find social media influencers in your niche to rave about your business to your mutual target audience – but how? And who are these so-called social media influencers? This post will answer all these questions, and more! But first…

What Is a Social Media Influencer?

A social media influencer is someone who influences others through their social platforms. When you think about influential social profiles, big names like Donald Trump and Justin Bieber likely come to mind, but the reality is that there are social media influencers in every industry and niche. This provides your business with a unique opportunity to identify, pursue, and leverage these social media influencers to grow your sales, lead flow, and ultimately your revenue stream.

word of mouth marketing

This form of marketing can be extremely powerful if done well. In fact, 20 to 50 percent of all purchasing decisions are made from word-of-mouth marketing. Just think about your own personal purchasing history. Aren’t you more likely to buy something when someone you trust recommends it highly? Twitter also conducted a powerful study that found that 40 percent of Twitter users make purchase decisions as a direct result from a Tweet from an influencer.

To sum things up, social media influencers can help you…

  • Builder a larger brand following
  • Increase your company’s credibility
  • Bring in more sales and new leads and conversions

What marketer does not want to do all of those things? Now that you’re keenly aware of how powerful social media influencers are, you might be wondering: Who are the social media influencers in your industry? Well, I’m here to help you find them!

How to Find Social Media Influencers in Your Industry

Uncovering the influencers in your industry is the first step to growing your business with influencer marketing, but before you dive in, it’s critical to ensure you’re targeting the right influencers.

First, Determine Who You’re Trying to Influence

Who is your target audience? You likely already have a clear picture of your audience from your other marketing efforts, so now you need to dive into this audience’s interests a bit deeper to determine who they follow and where they consume information.

social media audiences

For instance, if you sell to mainly 30-something, work-from-home mothers, research who these mothers follow, where they read reviews, what social platforms they spend the most time on, where they consume news, and so on.

In order to determine your social media influencers, you first need to ensure that influencer is targeting the same audience as you. For example, if you sell SEO software, don’t just assume that the king of SEO, Rand Fishkin, is the person you need to partner with. Your audience might be much more novice and have no clue as to whom he is. Perhaps you’re better off looking for an influencer in the small business advice space.

If you have multiple audiences, you might need multiple social influencers for these varying demographics, so focus on your top selling audience first, and go from there.

Research, Research, Research!

Now that you have a clear idea of who your audience is influenced by, it’s time to actually find these people. Luckily, there are several tools that can help you uncover your social media influencers, including…


Buzzsumo has their very own influencer suite that allows you to discover, follow, reach out, and analyze influencer data. They have a powerful search engine that allows you to find key influencers around topics and locations, and additional tools to help with your outreach efforts. Buzzsumo also allows you to export influencer data so you can use it in other platforms or for reporting purposes.

using buzzsumo to find social media influencers

While Buzzsumo is not a free platform, they do offer a 7-day free trial so it is definitely worth taking advantage of that to see how influential their tool is to you.

Followerwonk (FREE)

Followerwonk is a Moz product that is completely free! This tool will allow you to discover influencers on Twitter by searching for Twitter profiles or Twitter bios with keywords. You can also further customize your search by adding a location, name, or URL.

The search results will provide a list of Twitter influencers along with their number of tweets, followers, how many people they’re following, their account age, and social authority.

Followerwonk also allows you to build a list of potential influencers to engage with. Keep organized by using Twitter lists to track these influencers and stay on top of your engagement efforts.

social media influencer tools

Hootsuite (FREE!)

My favorite social media management platform, Hootsuite, also provides a free influencer tool to use their search streams to discover social media influencers by monitoring relevant conversations. How cool is that? You can then make a Twitter list through the platform and save them into an easily trackable stream to begin your engagement efforts.


If Instagram is your audience’s platform of choice, then this is the app for you! TrendSpottr is an app created by the masterminds over at Hootsuite that helps you spot the trends (including the trending influencers)!


Photos, video, and influencers for any tag or topic can be discovered through the app, and there are also tools to engage with key influencers, see which hashtags are trending, select lists of popular tags, and share trending posts. TrendSpottr also won’t break the bank, at only $4.99/month!


You probably haven’t heard of this last one (kidding), but just doing some plain old Google research is also a good place to start finding the social influencers in your industry. Researching your audience’s interests will likely lead to LinkedIn groups, Reddit conversations, or popular blogs or websites that your audience frequently visits. Dig in and discover who your influencers are by using the most powerful search engine around.

So what now? Well that leads us to…

5 Tips to Engage with Social Media Influencers

Now that you’ve found the right influencers, how can you get them interested in you? Here are a few tips to influence your influencers.

Tip#1: Reach Out in a Non-Aggressive Manner

The first thing to keep in mind is that you don’t want to sloppily start messaging, retweeting, and sharing every one of your target influencer’s posts. When they see you’ve “liked” 25 of their Instagram posts from 2015, they are more likely to be creeped out than flattered.

social media deep like

Rather, make sure to put some strategic thinking and planning behind your initial outreach efforts, and allow your first message to simmer for a moment. There is no need to turn into an overly eager salesperson.

In fact, here’s one way to make this outreach process feel even less salesy…

Tip #2: Join an Online Chat Your Influencer Participates In

There are tons of online conversations going on through various platforms, and if you’re truly pursuing a social media influencer, then this individual absolutely participates in many of these conversations. How could they be an influencer by just keeping to themselves? Whether it be on Reddit, LinkedIn Groups, or niche webinars, you should be able to find where your influencers hang out online, and then you can conveniently start hanging out there too.

social media chats

For instance, Twitter chats are a great place to make your existence known to your social media influencers. These are conversations on Twitter that occur at the same time each week, and are organized by a common hashtag.

For example, there’s a #SmallBizChat, which takes place on Wednesday evenings at 8PM EST. Typically chats are led by one designated individual who provides questions to keep the conversation moving. The great thing about this strategy is that you can join these conversations, lightly participate, and as time goes on your social media influencer targets will start recognizing your Twitter handle. Then, when you actually do reach out it won’t feel random, and your social influencer will be much more likely to respond.

There are Twitter chats for virtually every industry. If you don’t believe me, check out this extensive list!

Yet, there’s one way of reaching out to social media influencers that tops all others…

Tip #3: If Possible, Make a Human Connection

Nothing tops making a real, human connection. You might be shrugging and thinking, but these are SOCIAL MEDIA people. Well, yes, I’m aware we live in a world where people often walk into inanimate objects due to texting while walking, but there will always be something to say for real human interaction. Whether or not you personally enjoy it, study after study has proven that interacting in person is far more impactful then communicating online.

So, should you just show up at your influencer’s doorstep with a 45-slide PowerPoint presentation on how you could partner together? Absolutely not! Rather, if your influencer is local, keep an eye on their social feeds to see the industry events they tweet about. Register for those same events, and try to make a natural human connection.

Come prepared with an idea of what you’d like to say, but make sure to listen and ask your influencers questions about themselves (people love talking about themselves!). Keep the initial interaction light, and exchange business cards so you can reach out later on. Someone is much more likely to respond to a nice individual they met at a networking event over a random LinkedIn message.

While it is probably not worth taking a flight to connect with an influencer in person, if it just so happens that your influencer is going to an event a few blocks from your house, then why not make the effort to meet in person?

Tip #4: Leverage Your Network

You should treat reaching out to a social media influencer the same way you treat finding a new job. Use the people you know to get connected the people you want to know!

social media marketing influencers

This isn’t a groundbreaking strategy, but it is one you might not have thought of. Search through your social media influencer’s friends and see if you have any mutual connections. Chances are the world is smaller than you think, and working in the same industry, you likely do! Then reach out to the person you have in common and ask them to make an introduction. This will ensure your social media influencer doesn’t feel caught off-guard by a miscellaneous reach out.

Tip #5: Keep an Organized List of Your Outreach Efforts

Last but not least, it is critical to track and manage your outreach efforts to ensure you’re not either overbearing or forgetting about your social media influencers. Since you’re likely reaching out to influencers at various times, it is important to keep tabs on your outreach dates and times, methods, success and/or failure of these attempts to ensure you’re making the best effort to engage with, but not annoy these individuals.

With this type of due diligence, attention to detail, and persistence in your outreach efforts, your social media influencers will be ready to engage right back in no time.

So, what now?

5 Ways to Leverage Social Media Influencers to Grow Your Audience

Now that you’ve made friends with your social media influencers, the time has come to leverage them to grow your audience. The thing to remember here is that these relationships need to be treated like your most treasured personal relationships in a sense. For instance, if a colleague asked you to grab drinks after work every few Fridays, but you never asked her to hang out outside of the office, do you think your friendship would stay intact? Absolutely not! She would stop asking, and your relationship would remain strictly professional.

So, you should ask social media influencers out for drinks? Well, not exactly. Rather you need to provide your influencers with some type of value-add on your end rather than just asking them for favor after favor. For instance, let’s say you want your influencer to write a guest post for your blog; offer to write a post for their blog in return. Or partner with them on something they’re interested in doing (which would likely benefit both parties).

So, what types of things can you collaborate on with your newly engaged social media influencers? Here are a few ideas to try!

Idea #1: Run a Joint Social Media Contest

This is a great and fun way to partner with a social media influencer and grow both of your audiences simultaneously! You may have run some of your own giveaways in the past. Perhaps you ran a promotional giveaway for a shopping holiday like Black Friday. While these are great and all, if you partnered with one of your social media influencers on a contest you could not only reduce your efforts, but double, triple, or even quadruple the number of email entries you receive!

As a foodie and nutrition graduate student, I follow a number of nutritional bloggers on Instagram, and one thing I notice is that they’re constantly doing these joint co-marketing campaigns (and convincing me to try and follow new products).

Take this example of an Instagram giveaway from one of my favorite nutrition foodies, Rachael’s Good Eats, who partnered with the nut butter bar company, Perfect Bar. Perfect Bar and Rachael teamed up to promote each other, and run a fun giveaway where Rachael had contestants simply like, comment, and follow Perfect Bar, and the winners received three free boxes of the snack bar. And man, am I disappointed I didn’t win!

social media influencer giveaway

Check out Rachael’s post – with over 10,000 likes! Clearly a success for both parties. Rachael also benefited with some love from Perfect Bar, which you can see in their post below.

social media marketing contest ideas

Idea #2: Create Something Together

Ok, fair warning – this idea comes with a bit more strategic planning and hard work, but it can really work wonders. Build something together! Whether it be a physical product or an app, creating a real, purchasable item together will tie you to your social media influencer for a much longer time, and guarantee that you’ll be gaining attention not just from your audience, but from theirs as well, on an ongoing basis.

A great example would be beauty brands collaborating with social media influencers on limited-edition products that the influencers can then promote to their large audiences on YouTube, Instagram, etc. Take Kathleen Lights, who has 2 million Instagram followers and 3.6 million YouTube subscribers. She collaborated with the small makeup brand Colourpop to create an eye shadow palette, and as you can see her audience is loving it.

collaborating with social media influencers

Idea #3: Co-host an Event

Perhaps you’re not quite ready to take the step into product creation with your social media influencers. Not to worry, there are easier ways to partner with your influencers and break the ice before diving into a full-out revenue-generating partnership. Co-hosting an industry event is a great way to form a stronger relationship with a new influencer and bring both of your companies together to share a drink and strengthen the bond.

Take the example below of a re-occurring tech event that occurs in Boston, is co-hosted by the Boston startups Appcues and Wistia. Drunk User Testing is where Boston techies get together to have a few too many drinks, try out new software features, and provide candid feedback on various beta features (the drinks help with the candid part). While this isn’t really a lead generating partnership, it starts to form the relationship, provide a place to swap ideas, and strengthen the bond between the two companies.

social media influencer events

Idea #4: Share Special Discount Codes and Offers on Each Other’s Websites

So you’ve built a bond with a social media influencer who happens to work for a company that fits very well with yours. Perhaps you own a golf course and your social media influencer sells golf clothing. This presents a great opportunity to run a special discount together. Who doesn’t love a good discount? And if your social media influencer incentivizes their website visitors to buy a round of golf at your course for a 25% discount on a new golf outfit, why would they turn this down?

how to do social media influencer marketing

West Elm, a modern e-commerce furniture company, does this well! West Elm partnered with delivery mattress company, Leesa, to incentivize people to buy Leesa Mattresses for not only a 15% discount on their new mattress, but also $50 off their next West Elm purchase. Both companies benefit due to a wider audience being exposed to their products or offerings.

social media influencer partnerships

Idea #5: Partner on a Joint Webinar or Video Series

Last, but definitely not least – if you’re in a B2B industry it might not make sense to design a product together or provide large discounts, but what may work better is co-hosting a webinar or video series. This is a nice inbound marketing approach to teaming up with a social media influencer on a regular basis to swap ideas and grow each other’s lead generation efforts.

For example, way back in the day WordStream partnered with Moz founder Rand Fishkin on a content marketing webinar. Larry Kim and Rand Fishkin are both influencers in the online marketing space, but with slightly different specialties, and this partnership allowed them each to reach a different but relevant audience.

social media influencer partner marketing

Feeling inspired? Then get out there and make best friends with all of your social media influencer crushes! The potential to expand your business to new heights with these relationships is so high, and this guide should help set you on the road to influencer marketing success.

from Internet Marketing Blog by WordStream

How to Boost Bookings & Conversions with Google Posts: An Interview with Joel Headley

Posted by MiriamEllis

Have you been exploring all the ways you might use Google Posts to set and meet brand goals?

Chances are good you’ve heard of Google Posts by now: the micro-blogging Google My Business dashboard feature which instantly populates content to your Knowledge Panel and individual listing. We’re still only months into the release of this fascinating capability, use of which is theorized as having a potential impact on local pack rankings. When I recently listened to Joel Headley describing his incredibly creative use of Google Posts to increase healthcare provider bookings, it’s something I was excited to share with the Moz community here.

Joel Headley

Joel Headley worked for over a decade on local and web search at Google. He’s now the Director of Local SEO and Marketing at healthcare practice growth platform PatientPop. He’s graciously agreed to chat with me about how his company increased appointment bookings by about 11% for thousands of customer listings via Google Posts.

How PatientPop used Google Posts to increase bookings by 11%

Miriam: So, Joel, Google offers a formal booking feature within their own product, but it isn’t always easy to participate in that program, and it keeps users within “Google’s walled garden” instead of guiding them to brand-controlled assets. As I recently learned, PatientPop innovated almost instantly when Google Posts was rolled out in 2017. Can you summarize for me what your company put together for your customers as a booking vehicle that didn’t depend on Google’s booking program?

Joel: PatientPop wants to provide patients an opportunity to make appointments directly with their healthcare provider. In that way, we’re a white label service. Google has had a handful of booking products. In a prior iteration, there was a simpler product that was powered by schema and microforms, which could have scaled to anyone willing to add the schema.

Today, they are putting their effort behind Reserve with Google, which requires a much deeper API integration. While PatientPop would be happy to provide more services on Google, Reserve with Google doesn’t yet allow most of our customers, according to their own policies. (However, the reservation service is marketed through Google My Business to those categories, which is a bit confusing.)

Additionally, when you open the booking widget, you see two logos: G Pay and the booking software provider. I’d love to see a product that allows the healthcare provider to be front and center in the entire process. A patient-doctor relationship is personal, and we’d like to emphasize you’re booking your doctor, not PatientPop.

Because we can’t get the CTAs unique to Reserve with Google, we realized that Google Posts can be a great vehicle for us to essentially get the same result.

When Google Posts first launched, I tested a handful of practices. The interaction rate was low compared to other elements in the Google listing. But, given there was incremental gain in traffic, it seemed worthwhile, if we could scale the product. It seemed like a handy way to provide scheduling with Google without having to go through the hoops of the Maps Booking (reserve with) API.

Miriam: Makes sense! Now, I’ve created a fictitious example of what it looks like to use Google Posts to prompt bookings, following your recommendations to use a simple color as the image background and to make the image text quite visible. Does this look similar to what PatientPop is doing for its customers and can you provide recommendations for the image size and font size you’ve seen work best?

Joel: Yes, that’s pretty similar to the types of Posts we’re submitting to our customer listings. I tested a handful of image types, ones with providers, some with no text, and the less busy image with actionable text is what performed the best. I noticed that making the image look more like a button, with button-like text, improved click-through rates too — CTR doubled compared to images with no text.

The image size we use is 750×750 with 48-point font size. If one uses the API, the image must be square cropped when creating the post. Otherwise, Posts using the Google My Business interface will give you an option to crop. The only issue I have with the published version of the image: the cropping is uneven — sometimes it is center-cropped, but other times, the bottom is cut off. That makes it hard to predict when on-image text will appear. But we keep it in the center which generally works pretty well.

Miriam: And, when clicked on, the Google Post takes the user to the client’s own website, where PatientPop software is being used to manage appointments — is that right?

Joel: Yes, the site is built by PatientPop. When selecting Book, the patient is taken directly to the provider’s site where the booking widget is opened and an appointment can be selected from a calendar. These appointments can be synced back to the practice’s electronic records system.

Miriam: Very tidy! As I understand it, PatientPop manages thousands of client listings, necessitating the need to automate this use of Google Posts. Without giving any secrets away, can you share a link to the API you used and explain how you templatized the process of creating Posts at scale?

Joel: Sure! We were waiting for Google to provide Posts via the Google My Business API, because we wanted to scale. While I had a bit of a heads-up that the API was coming — Google shared this feature with their GMB Top Contributor group — we still had to wait for it to launch to see the documentation and try it out. So, when the launch announcement went out on October 11, with just a few developers, we were able to implement the solution for all of our practices the next evening. It was a fun, quick win for us, though it was a bit of a long day. 🙂

In order to get something out that quickly, we created templates that could use information from the listing itself like the business name, category, and location. That way, we were able to create a stand-alone Python script that grabbed listings from Google. When getting the listings, all the listing content comes along with it, including name, address, and category. These values are taken directly from the listing to create Posts and then are submitted to Google. We host the images on AWS and reuse them by submitting the image URL with the post. It’s a Python script which runs as a cron job on a regular schedule. If you’re new to the API, the real tricky part is authentication, but the GMB community can help answer questions there.

Miriam: Really admirable implementation! One question: Google Posts expire after 7 days unless they are events, so are you basically automating re-posting of the booking feature for each listing every seven days?

Joel: We create Posts every seven days for all our practices. That way, we can mix up the content and images used on any given practice. We’re also adding a second weekly post for practices that offer aesthetic services. We’ll be launching more Posts for specific practice types going forward, too.

Miriam: Now for the most exciting part, Joel! What can you tell me about the increase in appointments this use of Google Posts has delivered for your customers? And, can you also please explain what parameters and products you are using to track this growth?

Joel: To track clicks from listings on Google, we use UTM parameters. We can then track the authority page, the services (menu) URL, the appointment URL, and the Posts URL.

When I first did this analysis, I looked at the average of the last three weeks of appointments compared to the 4 days after launch. Over that period, I saw nearly an 8% increase in online bookings. I’ve since included the entire first week of launch. It shows an 11% average increase in online bookings.

Additionally, because we’re tracking each URL in the knowledge panel separately, I can confidently say there’s no cannibalization of clicks from other URLs as a result of adding Posts. While authority page CTR remained steady, services lost over 10% of the clicks and appointment URLs gained 10%. That indicates to me that not only are the Posts effective in driving appointments through the Posts CTA, it emphasizes the existing appointment CTA too. This was in the context of no additional product changes on our side.

Miriam: Right, so, some of our readers will be using Google’s Local Business URLs (frequently used for linking to menus) to add an “Appointments” link. One of the most exciting takeaways from your implementation is that using Google Posts to support bookings didn’t steal attention away from the appointment link, which appears higher up in the Knowledge Panel. Can you explain why you feel the Google Posts clicks have been additive instead of subtractive?

Joel: The “make appointment” link gets a higher CTR than Posts, so it shouldn’t be ignored. However, since
Posts include an image, I suspect it might be attracting a different kind of user, which is more primed to interact with images. And because we’re so specific on the type of interaction we want (appointment booking), both with the CTA and the image, it seems to convert well. And, as I stated above, it seems to help the appointment URLs too.

Miriam: I was honestly so impressed with your creativity in this, Joel. It’s just brilliant to look at something as simple as this little bit of Google screen real estate and ask, “Now, how could I use this to maximum effect?” Google Posts enables business owners to include links labeled Book, Order Online, Buy, Learn More, Sign Up, and Get Offer. The “Book” feature is obviously an ideal match for your company’s health care provider clients, but given your obvious talent for thinking outside the box, would you have any creative suggestions for other types of business models using the other pre-set link options?

Joel: I’m really excited about the events feature, actually. Because you can create a long-lived post while adding a sense of urgency by leveraging a time-bound context. Events can include limited-time offers, like a sale on a particular product, or signups for a newsletter that will include a coupon code. You can use all the link labels you’ve listed above for any given event. And, I think using the image-as-button philosophy can really drive results. I’d like to see an image with text Use coupon code XYZ546 now! with the Get Offer button. I imagine many business types, especially retail, can highlight their limited time deals without paying other companies to advertise your coupons and deals via Posts.

Miriam: Agreed, Joel, there are some really exciting opportunities for creative use here. Thank you so much for the inspiring knowledge you’ve shared with our community today!

Ready to get the most from Google Posts?

Reviews can be a challenge to manage. Google Q&A may be a mixed blessing. But as far as I can see, Posts are an unalloyed gift from Google. Here’s all you have to do to get started using them right now for a single location of your business:

  • Log into your Google My Business dashboard and click the “Posts” tab in the left menu.
  • Determine which of the options, labeled “Buttons,” is the right fit for your business. It could be “Book,” or it could be something else, like “Sign up” or “Buy.” Click the “Add a Button” option in the Google Posts wizard. Be sure the URL you enter includes a UTM parameter for tracking purposes.
  • Upload a 750×750 image. Joel recommends using a simple-colored background and highly visible 42-point font size for turning this image into a CTA button-style graphic. You may need to experiment with cropping the image.
  • Alternatively, you can create an event, which will cause your post to stay live through the date of the event.
  • Text has a minimum 100-character and maximum 300-character limit. I recommend writing something that would entice users to click to get beyond the cut-off point, especially because it appears to me that there are different display lengths on different devices. It’s also a good idea to bear in mind that Google Posts are indexed content. Initial testing is revealing that simply utilizing Posts may improve local pack rankings, but there is also an interesting hypothesis that they are a candidate for long-tail keyword optimization experiments. According to Mike Blumenthal:

“…If there are very long-tail phrases, where the ability to increase relevance isn’t up against so many headwinds, then this is a signal that Google might recognize and help lift the boat for that long-tail phrase. My experience with it was it didn’t work well on head phrases, and it may require some amount of interaction for it to really work well. In other words, I’m not sure just the phrase itself but the phrase with click-throughs on the Posts might be the actual trigger to this. It’s not totally clear yet.”

  • You can preview your post before you hit the publish button.
  • Your post will stay live for 7 days. After that, it will be time to post a new one.
  • If you need to implement at scale across multiple listings, re-read Joel’s description of the API and programming PatientPop is utilizing. It will take some doing, but an 11% increase in appointments may well make it worth the investment! And obviously, if you happen to be marketing health care providers, checking out PatientPop’s ready-made solution would be smart.

Nobody likes a ball-hog

I’m watching the development of Google Posts with rapt interest. Right now, they reside on Knowledge Panels and listings, but given that they are indexed, it’s not impossible that they could eventually end up in the organic SERPs. Whether or not that ever happens, what we have right now in this feature is something that offers instant publication to the consumer public in return for very modest effort.

Perhaps even more importantly, Posts offer a way to bring users from Google to your own website, where you have full control of messaging. That single accomplishment is becoming increasingly difficult as rich-feature SERPs (and even single results) keep searchers Google-bound. I wonder if school kids still shout “ball-hog” when a classmate refuses to relinquish ball control and be a team player. For now, for local businesses, Google Posts could be a precious chance for your brand to handle the ball.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz Blog

8 Common Facebook Ad Myths, Debunked

Advertising on Facebook is definitely among the best ways to get website traffic and acquire users, and absolutely anyone can do it. Among the tons of posts, videos and eBooks about Facebook ads, most are useful but, having spent over $3M on Facebook ads for various companies in different business types, I can say that some of the common beliefs about Facebook ads are simply myths which were completely crushed by my campaigns’ results.

Here are the eight most common myths about Facebook advertising that you should stop believing immediately.

facebook advertising

Myth #1: You have to laser-target your audience

Endless articles and videos out there about Facebook targeting mention how you should laser-target your audience. Facebook offers all these unique ways to target people, why not make use of the knowledge Facebook has to reach exactly and only those people who are most likely to be interested in your offer? It makes sense, but unfortunately does not necessarily lead you to the best results possible.

Laser targeting can definitely help you reach the people who are likely to be interested, but not those who are also most likely to click your ad and convert.

While Facebook offers some unique ways of targeting, it also has an algorithm that can get you killer results. You just need to let it do its job!

The Facebook algorithm is great and you should allow it to do what it was designed to do: optimize your ad sets. A laser-targeted audience will often be too small for the algorithm to work its magic, and may actually block it from finding the right people.

If you’re trying to get conversions, leads or traffic to your site, it is best to keep your ad sets broad. The size is dependent on your budget, bids and goals. Try to maintain your ad sets at a target 300K and above, and set your budget and bid according to your goals. At Oribi, we actually see the best results with ad sets targeting 300K people and above, and we just let Facebook do the heavy lifting for us. Here’s an example of two competing ad sets we tested:

Ad set 1 – Using a broad targeting of interests with an audience of 390K people.

Ad set 2 – Using a laser targeting of 89K people that are more likely to be interested in our website analytics product.

Since both ads shared the same interests, just in a different structure, they did not compete at the same time, but at similar days of the week, budgets and bids.

myths about facebook audiences

The ad set targeting the broader audience easily outperformed the narrow targeting one. While the laser-targeted ad may have reached the people that are more likely to be interested in our product, the broad ad set was able to reach the people that are more likely to click our ad and convert.

Myth #2: Facebook ads are not effective for B2B

This is probably the most damaging myth for B2B companies. B2B marketers tend to pass on Facebook ads as a lead generation channel, because it’s a social media network and “they are trying to target professionals.”

Well, those professionals you are trying to target actually spend much more time on Facebook than on any other social media channel!

It’s not only easier to reach professionals and businesses of any kind on Facebook compared to any other digital marketing channels, it is also usually the most effective channel when done right. The possibilities for B2B marketers on Facebook are endless.

In addition, Facebook’s targeting and optimization abilities are superior to any other social media network, even for B2B marketers. Facebook allows you to target users by demographic, employer, the industry in which they work, job title, annual income, office type and above all, create a lookalike audience which automatically finds people similar to your own clients – which, by the way, works like magic.

lookalike audiences in facebook ads

For example, you can create a custom audience using your clients’ emails, and have Facebook find similar people for you to target. This way, you basically let Facebook handle the targeting for you, using everything they know about the users in your custom audience.

Top that with the killer Facebook algorithm that was mentioned above, and you have yourself a mean B2B lead generation machine. For more help, check out WordStream’s beginner’s guide to using Facebook for B2B advertising.

Myth #3: You need to use smiling people in your ad images

You’ve probably heard this before, maybe from a consultant, a colleague or even a famous blogger you might be following. They all say you should use smiling people in your ads because people respond to happy people. Well, they are right, but only partially.

Using smiling people in your ads might get you good results, but not the best results!

smiling people in facebook ads

So, what will get you better results? Try to think of what would make you click on an ad on your Facebook newsfeed. In most cases, the ad will illustrate something appealing to you, that you’ll find worthy of checking out. In most cases, it won’t be just an image of somebody smiling (especially not if it’s a generic image provided by a platform such as Shutterstock).

Try to create ads that will instantly make your audience understand “what’s in it for them.” In other words, what’s the benefit to them for clicking your ad? There’s a very simple reason for that. While browsing their Facebook feeds, most are not actually looking for something in particular, and they usually don’t spend too much time reading posts, especially not sponsored ones. Your image should therefore stand out and instantly spark an interest in the people who see it.

A great example would be this ad by Fundbox, targeted at small business owners, which offers to advance them cash on their outstanding invoices.

facebook advertising myths

The ad is super simple and useful. The image clearly shows the results offered by Fundbox (you won’t have to wait to get paid), along with eye-catching and compelling text. Not only was it an extremely cost-effective way to get them thousands of paying customers, it also earned 10K likes and over a thousand shares, which also means a lot of free impressions. No generic picture of a smiling business owner, but it still worked great.

Myth #4: You need to invest in getting page likes

Probably the most common myth out there. So many companies invest in getting page likes and actually measure this as one of their main KPI’s, assuming it will eventually pay off since more people will see their page posts and eventually become customers. This is absolutely wrong for two reasons:

  • Just because someone liked your Facebook page, doesn’t mean he’s even close to becoming your customer.
  • Organic reach on Facebook is constantly dropping, so not even your “Likers” will see your page posts unless you boost them.

Focus on using Facebook ads to reach your real goals. Make sure to choose the right campaign objective to reach your business goals, which will usually be conversions, app installs, lead generation or traffic.

By doing so, you will not only spend your budget effectively, you will also get page likes as a side effect at no extra costs. Some people in your campaigns will click your Facebook Page link instead of your website link in the ad, some will also like it. There’s also a simple hack to turn your ad likes into page likes. When someone likes your ad, you are able to invite them to like your page as well, which they accept in many cases. Simply click on your ad account notifications button to see the list of likers.

myths about facebook ads

Myth #5: You should retarget all your site visitors

Retargeting your website visitors is always right; retargeting them all in a single ad set is wrong.

Different people visit your site through different campaigns and check out different sections of your site, or in a different step of your sales funnel; they should therefore be retargeted accordingly, with different ads, budgets and bids.

For example, we are retargeting users who already signed up to Oribi, but haven’t installed the script on their site yet, with this unique ad that was made just for them, and is targeted to make them to log back into Oribi:

facebook retargeting

I cannot emphasize this enough: Always try to segment your site visitors into different custom audiences, and target them in different ad sets. For example, you can create a custom audience of visitors on your landing pages from clicking an ad. These people already showed an interest in your offer, and are more likely to convert than mere browsers without a cause.

Another highly valuable segmentation will be to create a custom audience of people who visited your pricing page. These visitors are much more likely to become customers than those who just browsed through your homepage and left. It’s certainly worth retargeting them with an attractive offer to convert them from prospects into paying customers, and they are definitely worth a higher bid and budget than other visitors.

It’s actually very simple. Here’s how I built this audience in our account:

facebook custom audience

I simply added the URL of the pricing page, and excluded the people who already signed up.

Targeting all your site visitors is not only incorrect in terms of bids and messaging, it also wastes your budget on browsers who are on your site for other reasons and should not be included in your campaigns. Take for example people who visited your careers page. Obviously, they browsed through your site looking for a job opportunity, not to become a customer, and it makes no sense to spend your advertising budget retargeting them with your offer.

Myth #6: Right side ads are not effective

Right side ads are ignored by many advertisers who have either experienced horrible results from trying them, or heard about advertisers failing with them. But actually, right side ads can be very effective when used in a very specific way, making this assumption a complete myth.

Here’s the truth: Right side ads can be extremely effective, but only when separated into a different ad set which is set to pay for link clicks and not impressions.

The reason most advertisers get horrible results with right side ads is that they combine them in one ad set with other placements, like the newsfeed, paying for impressions. By doing so, you let Facebook drain your ad set budget on useless impressions without getting you the expected results. The right side placement is way more available for impressions since there’s less competition on it, so Facebook can show the ads to the same user at a much higher frequency. This means you will end up getting a lot of impressions, but not a higher reach, so basically the same people will see your ad over and over, which is definitely something you want to avoid when paying for impressions.

So how to do it right! Simply duplicate your ad set, and isolate the right side placement, then change your setting to be charged for link clicks (if that’s not your original campaign objective), and there you go. You’ll get tons of desktop impressions which are usually very expensive, and pay only when someone clicks on them. The only downside here is that your ads will be optimized for clicks instead of conversions.

Keep in mind that right side ads can only accommodate some of your original ad text, so you should make sure to adjust it accordingly, like we did with the ad below, which shows the appearance of the same ad on the news feed compared with in the right column.

right side ads facebook

Myth #7: Relevance score is the most important metric

Too many advertisers put so much effort into improving their relevance score, believing this to be the way to get better results, and eventually ending up focusing on the wrong metric. What you should focus on is your end results: your cost per acquired user and ROI.

A good relevance score is important, but not more so than having a good ROI, which doesn’t always correlate.

Facebook grades your ads by their relevance to the audience you are targeting, and the likes and shares are key factors in getting a high score. But just because people didn’t like or share your ads, doesn’t mean it’s not getting you the CPA you are aiming for.

To explain this, let’s look at the real results I achieved in a recent campaign. My ad set had two slightly different ads, “Ad-1” & “Ad-2”, testing different headlines. The goal was to get conversions at the best possible price.

“Ad-2” had a better response, which resulted in a relevance score of 4. Well, it’s not really high, but it was higher than the relevance score of “Ad-1” which was a poor score of 3.

facebook relevance score

Had I believed in this myth, I would have instantly turned off “Ad-1”. Since I really only care about the cost per conversion, I didn’t. The cost per registration for “Ad-2”, with the higher relevance score, was almost $140 which is far from cost-effective. “Ad-1” on the other hand, was by far the most effective at only $25 per registration.

Don’t take this the wrong way: A good relevance score is definitely something you should aim for, and if I had an ad in this ad set with a score of 7 – 10, it would have probably achieved better results. You just need to keep in mind that what you should really focus on is the cost to achieve the actual aim of your Facebook campaign.

Myth #8: Facebook ads are too expensive

Let’s finish with the myth that needs to be crushed above all the others: Advertising on Facebook is too expensive.

This is wrong in so many ways. Advertising on Facebook is not only the most effective digital marketing channel (for those who do it right), but also affords great results even with a small budget of $5 per day. Clearly, $5 per day will not turn a small business into a major company, but it can definitely get them started on their way to business success.

Anyone can start off creating simple and small test campaigns to see what works best for them. Honestly, there’s no better advertising channel out there for good results at such low costs.

Final words

I hope you’ve found this article useful and that it will help you achieve killer results with your Facebook ads. I believed some of these myths, but my personal experience crushed each and every one of them.

About the author

Asi Dayan is the Head of Marketing @ Oribi, a website analytics tool dedicated to making it possible for any business of any size to become completely data-driven and easily understand their website results and reach their business goals. Asi loves helping other marketers maximize their results. He’s passionate about growth, content and performance marketing.

from Internet Marketing Blog by WordStream

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Posted by AnnSmarty

When was the last time you saw a video on YouTube? I bet you’ve seen one today. YouTube is too huge and too popular for marketers to ignore.

If you don’t have a YouTube channel, now’s the time to start one.

If you have a channel and you never got it off the ground, now’s the time to take action.

This article will take you through the process of setting up your YouTube presence, listing steps, tools, and important tips to get you started and moving forward.

1. Define your goals

If your goal is to become a YouTube star, you might be a bit late to the party: it’s really hard to get noticed these days — too competitive. Stardom will take years of hard work to achieve because of the number of channels users have to choose from.

Even back in 2014, when I was reading about YouTube celebrity bloggers, one quote really stood out to me:

“We think, if we were coming to YouTube today, it would be too hard. We couldn’t do it.”

That’s not to say, however, that you cannot achieve other, more tangible goals on YouTube. It’s an excellent venue for business owners and marketers.

Here are three achievable goals that make more sense than fame from a business perspective:

1.1. YouTube for reputation management

Here’s one thing about reputation management on Google: You’re never finished.

Even if your reputation is fabulous and you love every single result that comes up in the SERPs for your business name, you may still want to publish more content around your brand.

The thing is, for reputation management purposes, the more navigational queries you can control, the better:


YouTube is the perfect platform for reputation management. YouTube videos rank incredibly well in Google, especially when it comes to low-competition navigational queries that include your brand name.

Furthermore, YouTube videos almost always get that rich snippet treatment (meaning that Google shows the video thumbnail, author, and length of the video in the SERPs). This means you can more easily attract attention to your video search result.

That being said, think about putting videos on YouTube that:

  • Give your product/service overview
  • Show happy customers
  • Visualize customer feedback (for example, visual testimonials beautifully collected and displayed in a video)
  • Offer a glimpse inside your team (show people behind the brand, publish videos from events or conferences, etc.)

1.2 YouTube videos for improved conversions

Videos improve conversions for a clear reason: They offer a low-effort way for your customer to see why they need your product. Over the years, there have been numerous case studies proving the point:

  • An older study (dating back to 2011) states that customers are 144% more likely to add products to a shopping cart after watching the product video
  • Around 1 in 3 millennials state they have bought a product directly as a result of watching a how-to video on it
  • This Animoto survey found that almost all the participants (96%) considered videos “helpful when making purchasing decisions online”
  • Wistia found that visitors who engage with a video are much more likely to convert than those who don’t

That being said, YouTube is a perfect platform to host your video product overviews: it’s free, it offers the additional benefit of ranking well in Google, and it provides additional exposure to your products through their huge community, allowing people to discover your business via native search and suggested videos.

1.3 YouTube for creating alternative traffic and exposure channels

YouTube has huge marketing potential that businesses in most niches just cannot afford to ignore: it serves as a great discovery engine.

Imagine your video being suggested next after your competitor’s product review. Imagine your competitors’ customers stumbling across your video comparison when searching for an alternative service on Youtube.

Just being there increases your chances of getting found.

Again, it’s not easy to reach the YouTube Top 10, but for specific low-competition queries it’s quite doable.

Note: To be able to build traffic from inside your YouTube videos, you need to build up your channel to 10,000 public overall views to qualify to become a YouTube partner. Once approved, you’ll be able to add clickable links to your site from within your videos using cards and actually build up your own site traffic via video views.

2. Develop a video editorial calendar

As with any type of content, video content requires a lot of brainstorming, organizing, and planning.

My regular routine when it comes to creating an editorial calendar is as follows:

  1. Start with keyword research
  2. Use question research to come up with more specific ideas
  3. Use seasonality to come up with timing for each piece of content
  4. Allocate sufficient time for production and promotion

You can read about my exact editorial process here. Here’s a sample of my content roadmap laying out a major content asset for each month of the year, based on keyword research and seasonality:

Content roadmap

For keyword and question research I use Serpstat because they offer a unique clustering feature. For each keyword list you provide, they use the Google search results page to identify overlapping and similar URLs, evaluate how related different terms in your list are, and based on that, cluster them into groups.

Keyword clustering

This grouping makes content planning easier, allowing you to see the concepts behind keyword groups and put them into your roadmap based on seasonality or other factors that come into play (e.g. is there a slot/gap you need to fill? Are there company milestones or events coming up?).

Depending on how much video content you plan to create, you can set up a separate calendar or include videos in your overall editorial calendar.

When creating your roadmap, keep your goals in mind, as well. Some videos, such as testimonials and product reviews, won’t be based on your keyword research but still need to be included in the roadmap.

3. Proceed to video production

Video production can be intimidating, especially if you have a modest budget, but these days it’s much easier and more affordable than you’d imagine.

Keeping lower-budget campaigns in mind, here are few types of videos and tools you can try out:

3.1 In-house video production

You can actually handle much of your video production in-house without the need to set up a separate room or purchase expensive gadgets.

Here are a few ideas:

  • Put together high-quality explanatory videos using Animatron (starts at $15/month): Takes a day or so to get to know all the available tools and options, but after that the production goes quite smoothly
  • Create beautiful visual testimonials, promo videos, and visual takeaways using Animoto ($8/month): You don’t need much time to learn to use it; it’s very easy and fun.
  • Create video tutorials using iMovie (free for Mac users): It will take you or your team about a week to properly figure out all its options, but you’ll get there eventually.
  • Create video interviews with niche influencers using Blue Jeans (starts at $12.49/month)
  • Create (whiteboard) presentations using ClickMeeting (starts at $25/month): Host a webinar first, then use the video recording as a permanent brand asset. ClickMeeting will save your whiteboard notes and let you reuse them in your article. You can brand your room to show your logo and brand colors in the video. Record your entire presentation using presentation mode, then upload them to your channel.


3.2 How to affordably outsource video production

The most obvious option for outsourcing video production is a site like Fiverr. Searching its gigs will actually give you even more ideas as to what kinds of videos you might create. While you may get burned there a few times, don’t let it discourage you — there are plenty of creative people who can put together awesome videos for you.

Another great idea is to reach out to YouTube bloggers in your niche. Some of them will be happy to work for you, and as a bonus you’ll be rewarded with additional exposure from their personal branding and social media channels.

I was able to find a great YouTube blogger to work for my client for as low as $75 per video; those videos were of top quality and upload-ready.

There’s lots of talent out there: just spend a few weeks searching and reaching out!

4. Optimize each video page

When uploading your videos to YouTube, spend some time optimizing each one. Add ample content to each video page, including a detailed title, a detailed description (at least 300–500 characters), and a lot of tags.

  • Title of the video: Generally, a more eye-catching and detailed title including:
    • Your core term/focus keyword (if any)
    • Product name and your brand name
    • The speaker’s name when applicable (for example, when you post interviews). This may include their other identifiable personal brand elements, such as their Twitter handle
    • Event name and hashtag (when applicable)
    • City, state, country (especially if you’re managing a local business)
  • Description of the video: The full transcript of the video. This can be obtained via services such as Speechpad.
  • A good readable and eye-catching thumbnail: These can be created easily using a tool like Canva.

Use a checklist:

Youtube SEO checklist

5. Generate clicks and engagement

Apart from basic keyword matching using video title and description, YouTube uses other video-specific metrics to determine how often the video should be suggested next to related videos and how high it should rank in search results.

Here’s an example of how that might work:

The more people that view more than the first half of your video, the better. If more than 50% of all your video viewers watched more than 50% of the video, YouTube would assume your video is high quality, and so it could pop up in “suggested” results next to or at the end of other videos. (Please note: These numbers are examples, made up using my best judgment. No one knows the exact percentage points YouTube is using, but you get the general idea of how this works.)

That being said, driving “deep” views to your videos is crucial when it comes to getting the YouTube algorithm to favor you.

5.1 Create a clickable table of contents to drive people in

Your video description and/or the pinned comment should have a clickable table of contents to draw viewers into the video. This will improve deep views into the video, which are a crucial factor in YouTube rankings.

Table of contents

5.2 Use social media to generate extra views

Promoting your videos on social media is an easy way to bring in some extra clicks and positive signals.

5.2.1 First, embed the video to your site

Important: Embed videos to your web page and promote your own URL instead of the actual YouTube page. This approach has two important benefits:

  • Avoid auto-plays: Don’t screw up your YouTube stats! YouTube pages auto-play videos by default, so if you share a YouTube URL on Twitter, many people will click and immediately leave (social media users are mostly lurkers). However, if you share your page with the video embedded on it, it won’t play until the user clicks to play. This way you’ll ensure the video is played only by people who seriously want to watch it.
  • Invest time and effort into your own site promotion instead of marketing the page: Promoting your own site URL with the video embedded on it, you can rest assured that more people will keep interacting with your brand rather than leave to watch other people’s videos from YouTube suggested results.

There are also plenty of ways to embed YouTube videos naturally in your blog and offer more exposure. Look at some of these themes, for example, for ideas to display videos in ways that invite views and engagement.

Video sharing WordPress

5.2.2 Use tools to partially scale social media promotion

For better, easier social media exposure, consider these options:

  • Investing in paid social media ads, especially Facebook ads, as they work best for engagement
  • Use recurring tweets to scale video promotion. There are a few tools you can try, such as DrumUp. Schedule the same update to go live several times on your chosen social media channels, generating more YouTube views from each repeated share. This is especially helpful for Twitter, because the lifespan of a tweet is just several minutes (between two and ten minutes, depending on how active and engaged your Twitter audience is). With recurring tweets, you’ll make sure that more of your followers see your update.

  • A project I co-founded, Viral Content Bee, can put your videos in front of niche influencers on the lookout for more content to share on their social media accounts.

5.3 Build playlists

By sorting your videos into playlists, you achieve two important goals:

  • Keeping your viewers engaged with your brand videos longer: Videos within one playlist keep playing on autopilot until stopped
  • Creating separate brand assets of their own: Playlist URLs are able to rank both in YouTube and Google search results, driving additional exposure to your videos and brand overall, as well as allowing you to control more of those search results:


Using playlists, you can also customize the look and feel of your YouTube channel more effectively to give your potential subscribers a glimpse into additional topics you cover:

Customize Youtube channel

Furthermore, by customizing the look of your YouTube channel, you transform it into a more effective landing page, highlighting important content that might otherwise get lost in the archives.

6. Monitor your progress

6.1 Topvisor

Topvisor is the only rank tracker I am aware of that monitors YouTube rankings. You’ll have to create a new project for each of your videos (which is somewhat of a pain), but you can monitor multiple keywords you’re targeting for each video. I always monitor my focus keyword, my brand name, and any other specific information I’m including in the video title (like location and the speaker’s name):


6.2 YouTube Analytics

YouTube provides a good deal of insight into how your channel and each individual video is doing, allowing you to build on your past success.

  • You’ll see traffic sources, i.e. where the views are coming from: suggested videos, YouTube search, external (traffic from websites and apps that embed your videos or link to them on YouTube), etc.
  • The number of times your videos were included in viewers’ playlists, including favorites, for the selected date range, region, and other filters. This is equal to additions minus removals.
  • Average view duration for each video.
  • How many interactions (subscribers, likes, comments) every video brought.

Youtube Analytics

You can see the stats for each individual video, as well as for each of your playlists.

6.3 Using a dashboard for the full picture

If you produce at least one video a month, you may want to set up a dashboard to get an overall picture of how your YouTube channel is growing.

Cyfe (disclaimer: as of recently, Cyfe is a content marketing client of mine) is a tool that offers a great way to keep you organized when it comes to tracking your stats across multiple platforms and assets. I have a separate dashboard there which I use to keep an eye on my YouTube channels.

Cyfe Youtube


Building a YouTube channel is hard work. You’re likely to see little or no activity for weeks at a time, maybe even months after you start working on it. Don’t let this discourage you. It’s a big platform with lots of opportunity, and if you keep working consistently, you’ll see your views and engagement steadily growing.

Do you have a YouTube channel? What are you doing to build it up and increase its exposure? Let us know in the comments.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz Blog

Introducing the New and Improved AdWords Performance Grader from WordStream

Spring is upon us! Well, uh, almost. It’s actually 20 degrees here in Boston. We’re still digging ourselves out of the last snowstorm, and it doesn’t look like we’re out of the woods yet weather-wise…

Still! Spring means newness, and in the spirit of newness, WordStream has some exciting news for folks looking to double down on their online advertising efforts: Today marks the official launch of our new-look, way-improved AdWords Performance Grader!

To date, the AdWords Performance Grader (or “The Grader,” as we like to call it) has generated over 2 million reports, and analyzed over $14 billion in ad spend. It’s been an incredibly valuable resource to AdWords users looking to gain insight into account performance, and we’re happy to provide it free of charge. Still, we’re not resting on our laurels. We’re constantly looking for ways to help customers and prospective customers alike save money in AdWords, and learn how to advertise online more efficiently. We believe our new AdWords Performance Grader gives advertisers the best chance to do that.

Let’s dive into a few of the Grader’s exciting new features.

New performance & account structure metrics

In addition to clicks, conversions, average monthly spend, click-through rate (CTR), and conversion rate—the account diagnostics you’ve come to know and love—we’ve added some new account structure metrics to give you even more insight into your account performance. Now you can see all the details of your account in one easily digestible field: active campaigns, active ad groups per campaign, active ad groups, active keywords, active text ads.

AdWords Performance Grader New

In order to help you better evaluate the performance-based positives and negatives of your account, we still provide the same great performance metrics. Only, we’ve made the panel displaying them more digestible. Because the more granular you can get in determining why your quality score is so high or low, or why your wasted spend figure looks the way it does, the more accurately you can make the corresponding account-level adjustments.

New industry benchmarks for 2018: how do you stack up?

We pulled from an embarrassment of customer data—we’ll say it again: over 2 million reports, and over $14 billion in ad spend —to determine to-date advertising benchmarks for YOUR industry. Curious how active your competitors are in their AdWords accounts? Find out how you stack up based on account actions taken:

AdWords Performance Grader New

Concerned you’re falling behind in text ad optimization? Compare your account by number of active text ads, or text ads per ad group:

AdWords Performance Grader New

Wondering what your quality score benchmark should be? Competitor data is a click away: 

AdWords Performance Grader New

Our commitment to fresh data ensures you know exactly where you stand: in any given metric, at any given time.

New mobile insights for a mobile-first world

If you’re an online advertiser of any kind, chances are you know the statistics. Mobile web browsing overtook desktop web browsing way back in 2016, and the ramifications of its exponential growth continue to be felt throughout the search marketing world (see: Google Speed Update). To help advertisers stay on top of their mobile performance, WordStream is introducing a peer-based mobile scoring system:

AdWords Performance Grader New

Now, not only can you compare in-account desktop and mobile performance, but you can see how your mobile performance stacks up against industry competitors. Too often, we see neglected mobile strategies drag down otherwise well-performing accounts. Our updated mobile advertising tab is a big step toward remedying that issue.

Achieve your best click-through rate with keyword insights

With our new click-through rate (CTR) optimization tab, you can find the best and worst performing keywords in your account. See which keywords in your account perform best in terms of impressions, clicks, position, and CTR; see which perform worst; and see which accrue impressions, but no clicks.

AdWords Performance Grader New

Then, when you have a handle on the keywords in your account and how they’re performing, evaluate them against industry-specific click-through rates for your average position.

AdWords Performance Grader New

Leverage these reports to weed out the worst performing keywords in your account, home in on the keywords that are driving clicks and revenue, and compare your click-through rates with expected click-through rates in your industry.

Stay up to date on AdWords best practices

Much like our newly updated mobile advertising tab, our PPC best practices tab now comes complete with a peer-based score, seen in the form of a percentage. The rules that define search marketing are constantly in flux. Staying on top of best practices is tougher than ever. Our best practices score helps you easily visualize and track changes in best practices performance.

AdWords Performance Grader New

We evaluate your account on its ability to adhere to 10 best practices in AdWords. Where you fail to meet a best practice, we provide a diagnostic explanation as to why you’re failing, as well as a comment further elaborating on the issue. Your score is an indicator of how well you meet our PPC best practices compared to your peers. Follow our recommendations, and your score will rise considerably! See your score rise considerably, and your account performance will follow.

Check out the Grader, in all its glory!

The above updates are the result of testing, user feedback, and constant tinkering. We set out to determine how we could make our AdWords Performance Grader more valuable to online advertisers. Our goal in providing free performance reports has always been to help users assess their accounts, identify their successes, and leverage actionable insights to remedy their failures. Features users haven’t found useful, we’ve cut out. Features that have helped users save money and become better advertisers, we’ve expanded upon. We strongly believe this is our best Grader yet!

Want to evaluate your AdWords performance, and see how you stack up in your industry? Get your account graded today!

About the Author

Gordon Donnelly is a college hockey washout, failed poet, and all-around oxford comma enthusiast. He’s a sucker for: fly fishing, mudslides, Jim Morrison driving around aimlessly in the desert, and the dwindling half-light of Clery’s basement. Tweet him @gord_donnelly.


from Internet Marketing Blog by WordStream

5 Creative Ways to Find Things to Write About

Ask any content marketer what their greatest fear is, and they’ll probably say something stupid and obvious like heights or spiders or clowns (or some kind of unholy, nightmarish spider-clown slowly descending the Burj Khalifa).

What we should be scared of is running out of stuff to write about.

Find things to write about, writers block concept, struggling to think of ideas

Jokes aside, coming up with ideas for new content topics can be an absolute bastard. Many content marketers rightfully dread the content ideation process, especially those of us who write for well-established blogs with frequent publication schedules in competitive verticals. Running out of ideas is Not An Option, so what do we do?

In this post, I’m going to show you.

We’ll be examining five ways to find things to write about, whether you’re writing for a major B2B blog or your personal Medium page. We’ll look at the pros and cons of each approach including common pitfalls to avoid, before diving into some general tips to help you develop new content ideas quickly and (relatively) painlessly.

1. Find Things to Write About Using Competitive Intelligence Tools

Since we’re always telling you to rely on hard data rather than assumptions, we’re going to look at coming up with content ideas using competitive intelligence tools first.

Find things to write about competitive intelligence keyword research tools concept illustration

Competitive intelligence tools can be invaluable during the content iteration process because they can help us quantify why some content ideas are better than others – specifically, which topics are being shared and discussed most.

I don’t want to get bogged down in a platform-specific tutorial, but for the sake of example, we’re going to use BuzzSumo, but I’ll keep the concepts as platform-agnostic as I can.

First, we need to specify what keyword or vertical we’re interested in. We do this by entering our query into the relevant field. In this case, I’m going to take a look at content about… content. (How meta.)

Find things to write about BuzzSumo total social shares results screen

As you can see, the results above show us a range of useful information, but we’re most interested in the number of social shares. Why? Because the more shares an article has, the more confident we can be that another article on the same topic will also be shared widely.

Social shares are a pretty reliable indication that the article in question is pushing the right buttons. It’s important to note that social shares don’t necessarily mean the article will be positive, or even well-written; all we need to know is that many readers, regardless of the article’s angle or perspective, felt compelled to share it with their networks.

An article being shared widely across social platforms can be an indication of several different things:

  • It’s a breaking news story that got the scoop first and is being shared/cited widely
  • The article is particularly useful, insightful, or actionable
  • The writer has a unique perspective or insight into the topic
  • The opinions in the article defy conventional wisdom about the topic
  • It’s an article so bad or an opinion so controversial that people are sharing it out of anger or incredulity

With the exception of the last one, any of the preceding points are worthy of emulating in our own content.

Find things to write about Reuters news content statistics

And this is just one news outlet. Image via Reuters.

Obviously, news content is uniquely fresh and “new” precisely because it focuses on emerging or developing events, but this doesn’t help you if your publication doesn’t publish news content. As a rule, we should always be striving to produce actionable, insightful content, so the second point is kind of a no-brainer. It also goes without saying that we shouldn’t be trying to publish content that people only share because they can’t believe how bad it is, so what does that leave us with? Publishing content with unique insights into a topic, and that offers an unusual, fresh perspective on a well-worn subject.

We’ve discussed the value of contrarian content before, but it’s worth reiterating that adopting an alternate viewpoint can be an excellent way to distinguish your content from the rest of the crowd. It’s also an easy way to come up with new content ideas; simply find the prevailing points of view about a current topic in your industry, then come up with an angle that takes the opposite stance to everyone else.

Find things to write about New York Times most emailed by emotion

Remember – it’s not enough to know your topic inside and out, or be able to write well. You have to be able to identify broader trends and think creatively about how to provide value to your audience by exploring alternate angles.

A Note About Comments

Some content analytics platforms allow you to filter results based on the number of comments an article has. An article with dozens of comments could suggest that the article inspired vigorous debate, but it could also mean that the site that published the article just has a terrible spam filter.

Find things to write about toxic comments sections concept illustration

Image via Pew Research Center

Another potential pitfall of relying on the number of comments an article has as an indication of its potential worth as a content idea is that while many content analytics platforms do a fine job of correctly tallying the number of comments an article has, this tends to be more difficult to calculate accurately. There are dozens of comment systems in use across many of the most popular sites on the web, from Disqus and Kinja to Postmatic and Jetpack, and not every analytics platform can accurately capture true comment data from every commenting systems.

Basically, try to think of comment volume as an interesting secondary metric to consider rather than a reliable indication of an article’s potential as a source for a new post.

2. Find Things to Write About Using Keyword Research Tools

While we’re on the topic of tools, our next tip focuses on using keyword research tools as a way to develop new content ideas.

Regardless of which keyword tool you choose to use, what we’re looking for are relevant keywords that we may not have thought of otherwise. This can be especially helpful if, like us here at WordStream, you work to a frequent publication schedule for a popular, established blog.

There are dozens of free keyword tools out there, but we like to think ours is pretty good, so I’ll be using WordStream’s Free Keyword Tool to illustrate this process.

First, we need to choose a nice, broad initial keyword to start our search, which is sometimes referred to as a seed keyword. For this example, I went with the keyword “cryptocurrency” with no industry vertical specified and results limited to the United States:

Find things to write about WordStream Free Keyword Tool example screenshot

This search yielded some interesting results. Here are some of the more interesting keyword suggestions for my initial seed query “cryptocurrency” and their accompanying monthly search volumes on Google:

  1. Litecoin vs bitcoin – 12,100
  2. Cryptocurrency market capitalization – 8,100
  3. Best cryptocurrency to invest in – 5,400
  4. Is bitcoin farming profitable – 5,400
  5. List of cryptocurrencies by market cap – 1,900
  6. How to make a cryptocurrency – 1,900
  7. Cryptocurrency mining explained – 720
  8. Best digital currency exchanges – 390
  9. Digital currency vs cryptocurrency – 40
  10. List of cryptocurrencies by value – 20

Although the average monthly search volume for some of these keywords is vanishingly small – just 20 searches per month for the keyword “list of cryptocurrencies by value” for example – we’re primarily looking for content ideas. Many of these keywords would be perfect for introductory guides, in-depth explainers, or even shorter listicles, and could easily be used as seed keywords themselves for further keyword research.

3. Find Things to Write About in the News

Despite the fact that most news these days is as toxic as a neglected Superfund site, the news can be an excellent source of content ideas.

Find things to write about CNN news headlines Manafort indicted

Hey, it’s not ALL bad news!

Recently, we’ve been producing a lot more news-based content. This wasn’t necessarily by design, but rather necessity; recent announcements like Google’s recently unveiled ad blocker for Chrome and the launch of AMP Stories are simply too important to overlook, and we’d be doing our readers a disservice by not writing about them. That said, we’re don’t tend to prioritize news stories as a rule – our readers don’t necessarily look to us for breaking stories – but by publishing more news content, we’ve been able to provide more of the kind of in-depth analysis that our readers do expect from us.

However, you didn’t come here to listen to me recommend newsjacking, so how else can you use the news as a wellspring of content ideas? By asking questions nobody else is asking.

Find things to write about net neutrality bundled packages concept

In 2014, we published this blog post on net neutrality (RIP). I pitched Elisa this post because at the time, nobody seemed to be asking how the repeal of net neutrality regulations would affect small businesses and digital marketers. Since the post was originally published, we’ve updated it several times to reflect the ongoing dismantling of the internet as we know it, which has resulted in a steady stream of traffic to this and other posts.

We took a similar approach to this post about some of the most innovative chatbots on the web. Obviously this isn’t a timely or news-based post, but it does include citations and links to content that were originally news articles. We then used this to provide further analysis about what developments in conversational agents will mean for digital marketers.

Still not satisfied? Let’s look at another example of this process from start to finish.

Below is a screenshot of headlines from the Content Marketing section of my Feedly homepage:

Find things to write about Feedly Content Marketing news page

As you can see, the top three stories in my feed are from well-known sources – the Content Marketing Institute, Copyblogger, and Blog Tyrant.

Now let’s say I’m actively looking for a blog post to write, and this is the news content I’ve got to work with. Off the top of my head, here’s what comes to my mind for potential blog topic ideas:

  • Do clickbait headlines like the one in that CMI post even work anymore? Are major publishers like CMI as fatigued by intense editorial calendars as smaller publishers?
  • I have no idea what to expect from that Copyblogger story, nor what it’s even about. Maybe a post about how summaries of stories can make your audience feel? Or a guide on how to nail a summary of your article? Or a post exploring the risks of badly-written summaries?
  • All three of the top stories’ descriptions have been truncated by Feedly. What about a post on the current recommended specifications of meta descriptions? Or a list of reasons why meta descriptions aren’t as important as they used to be?

The ideas above might not be that great, and they’re definitely not ready to be pitched to an editor, but that list literally took less than five minutes to put together and it gives me a solid starting point to work with. If I were struggling to come up with an idea for my next post, the rough ideas above could all work as launch points for brainstorming a viable idea that can be developed into a more complete outline or pitch.

Remember – we’re not looking to simply newsjack our way to more traffic (but hey, if you manage, more power to you), we’re looking for opportunities to provide more depth and context to emerging stories and developments in our industry.

Once you start reading the news with content in mind, you’ll be amazed by the ideas that will come to you.

4. Find Things to Write About Using Blog Topic Generators

Before you close this tab out of disgust that I’m about to seriously recommend blog topic generators as valid content ideation tools, hear me out.

The thing about blog topic generators is that they aren’t meant to be perfect – they’re only supposed to get the rusty gears in your noggin turning, like a can of WD-40. Think of blog topic generators like writing prompts in a creative writing class. Some prompts are very good, and others are so bad they’re practically crimes against literature.

The same goes for blog topic generators.

Let’s take a look at what using a blog topic generator looks like. Below is a screenshot of HubSpot’s Blog Topic Generator, one of the better topic generators out there. For this example, I entered three terms into the generator: Writing, Advertising, and Marketing:

Find things to write about HubSpot blog topic generator screenshot

After clicking “Give Me Blog Ideas!” we’re presented with the following results:

Find things to write about HubSpot blog topic generator example results

At first glance, these results are surprisingly good. To be honest, I think I could make any of these example post ideas work as real blog posts, but let’s say we want to use these ideas as the basis for some ideas of our own.

As we did with the news article examples, below is a list of content ideas I came up with in just a few minutes based on the ideas provided by HubSpot’s Blog Topic Generator. Again, these ideas aren’t going to break the internet with their boldness of vision, but they’re definitely good enough to bring to your next editorial meeting:

  • The Cognitive Benefits of Teaching Children Cursive: A Fast Company-style article exploring the developmental benefits of teaching children cursive handwriting skills, explaining the physiological and cognitive processes that happen when kids learn to write in cursive
  • 5 Reasons Why the Best Blog Post You’ve Ever Written Still Sucks: A how-to article examining what separates merely good content from really great content, featuring practical tips on how to be even more discerning about gauging the quality of your writing
  • 7 Ways to Make Yourself Professionally Indispensable: An in-depth, listicle-style post featuring seven actionable ways to make yourself indispensable to your manager, including learning resources where readers can go to acquire these skills and third-party data about professional skills currently in high demand
  • Why Everything You Know About Headlines Is Wrong: A blog post offering counterpoints to many of the established best practices about writing headlines, including examples of various types of headlines i.e. news headlines, ad headlines, landing page headlines etc.
  • 3 Quick Hacks to Make Your Content More Shareable: Short-form blog post featuring three highly actionable steps content marketers can take to make their content more appealing from a social shares perspective, including examples

As I said, none of the ideas above are particularly earth-shattering in their originality, but the list above only took me five minutes or so to put together. With more time, or more specific initial criteria, we could easily come up with better ideas, or more ideas, or even use the rough notes above as the basis for further research and development.

5. Find Things to Write About…In Your Old Content

Our final tip for finding new things to write about is to look back through your old content.

Reviewing older content can be a lot of fun (or an exercise in cringe-inducing hilarity) and it’s a great way to see your progress as a writer over time – but that’s not all. Going back through older content is also an excellent way to come up with new things to write about.

For example, I did a quick search for some older blog posts I’d written with a view to coming up with some new content ideas. Here are the first handful of posts that caught my eye:

Unlike our net neutrality example from earlier, none of these posts are candidates for updates – there are no timely or news-based elements to them. However, that doesn’t mean we can’t wring even more ideas out of them.

shopping cart abandonment

Let’s take the first example, a blog post about shopping cart abandonment that we published in March of 2016. Before I even sat down to re-read that post, a thought popped into my head. We’re always hearing about how mobile traffic is exceeding desktop traffic across many ecommerce platforms, and that offline conversion tracking technology is advancing rapidly to meet the expectations of today’s advertisers.

So what are the biggest potential obstacles to ecommerce conversions that are exclusive to mobile traffic?

Already, this idea feels like it has legs. Let’s break it down:

  • The topic expands and builds upon the foundation established in the original post
  • The entire angle of the post – major barriers to mobile ecommerce conversions – is based on broader trends in ecommerce
  • The post has a speculative, forward-thinking element that allows for the inclusion of timelier elements such as new data and opinion/analysis of emerging technological developments
  • Both ecommerce and mobile growth are well-established topics that resonate strongly with our core audience

See how easy this is? I haven’t even put pen to proverbial paper yet, and already I’ve got a solid idea that aligns with our editorial and business objectives – not bad for idly looking through older posts.

We’re not done yet, though. Here’s some more rough ideas I came up with based on the other posts in my initial list of older content:

  • Does Offline Conversion Tracking Go Too Far?: A post exploring emerging technologies in offline conversion tracking that asks whether these tracking techniques violate the privacy of end users
  • What to Expect From a Job Interview for a Remote Gig: An instructional post with real-life tips and tricks for what to expect from an interview for a 100% virtual/remote job, complete with advice on answering tough and unexpected questions
  • The State of Native 2018: An in-depth, long-form blog post that examines the current landscape of native advertising and advertorial content, featuring new examples, statistical data, and third-party reports/studies

Again, these ideas are hardly amazing, but they’re a start – and we had to do almost nothing to come up with them save look through some older posts. Plus, these are just rough content ideas based on my own posts; if I went through some of our older posts written by other writers, I’d have even more ideas. (Plus it’s always nice to see two- or three-year-old posts holding up today.)

Seek and Ye Shall Find

Coming up with new ideas for things to write about can be hard; smash-your-head-into-your-desk-repeatedly-until-gradually-losing-consciousness hard. It gets even harder when you write for a particularly demanding client or an established blog in a highly competitive industry. However, as we’ve seen throughout this post, it’s definitely possible to come up with new content ideas, even if you’re staring down a fierce deadline or feel completely bereft of ideas.

What other tips would you share for content producers suffering from writers’ block?

from Internet Marketing Blog by WordStream

Where Clickbait, Linkbait, and Viral Content Fit in SEO Campaigns – Whiteboard Friday

Posted by randfish

When is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week’s Whiteboard Friday.

Where clickbait, linkbait, and viral content fit in SEO campaigns

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns.

There’s a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. We’ve actually spoken to a few agencies who are specifically focused on this, and they have really solid businesses because many brands understand that these types of investments can produce significant returns. But you have to apply them in the right scenarios and the right spaces. So let’s walk through that.

Content investments

Let’s say that you’re a payroll software provider. Your goal is to increase traffic and conversions, and so you’re considering what types of content investments you and your consultant or agency or in-house team might be making on the content front. That could be things like what we’ve got here:

A. Viral, news-worthy linkbait

I don’t necessarily love the word “linkbait,” but it still gets a lot of searches, so we’re putting it in the title of the Whiteboard Friday because we practice what we preach here, baby.

So this might be something like “The Easiest and Hardest Places to Start a Company.” Maybe it’s countries, maybe it’s states, regions, whatever it is. So here are the easy ones and the hard ones and the criteria, and you go out to a bunch of press and you say, “Hey, we produced this list. We think it’s worth covering. Here’s the criteria we used.” You go out to a bunch of companies. You go out to a bunch of state governments. You go out to a bunch of folks who cover this type of space, and hopefully you can get some clickbait, some folks actually clicking, some folks linking.

It doesn’t necessarily have the most search volume. Folks aren’t necessarily interested in, “Oh, what are the hardest places to start a company? Or what are the hardest versus easiest places to start a company?” Maybe you get a few, but it’s not necessarily going to drive direct types of traffic that this payroll software provider can convert into customers.

B. Searcher-focused solutions

But there are other options for that, like searcher-focused solutions. So they might say, “Hey, we want to build some content around how to set up payroll as an LLC. That gets a lot of searches. We serve LLCs with our payroll solution. Let’s try and target those folks. So here’s how to set up payrolls in LLCs in six easy steps. There are the six steps.”

C. Competitor comparison content

They see that lots of people are looking for them versus other competitors. So they set up a page that’s “QuickBooks versus Gusto versus Square: Which Software is Right for Your Business?” so that they can serve that searcher intent.

D. Conversion-funnel-serving content

So they see that, after searching for their brand name, people also search for, “Can I use this for owner employees, businesses that have owner employees only?” So no employees who are not owners. What’s the payroll story with them? How do I get that sorted out? So you create content around this.

All of these are types of content that serve SEO, but this one, this viral-focused stuff is the most sort of non-direct. Many times, brands have a tough time getting their head around why they would invest in that. So do SEOs. So let’s explain that.

If a website’s domain authority, their sort of overall link equity at the domain level is already high, they’ve got lots and lots of links going to lots of places on the site and additional links that don’t go to the conversion-focused pages that they’re specifically trying to rank for, for focused keyword targets isn’t really required, then really B, C, and D are where you should spend your time and energy. A is not a great investment. It’s not solving the problem you want to solve.

If the campaign needs…

  • More raw brand awareness – People knowing who the company is, they haven’t heard of them before. You’re trying to build that first touch or that second touch so that people in the space know who you are.
  • Additional visitors for re-targeting – You’re trying to get additional visitors who might fit into your target audience so that you can re-target and remarket to them, reach them again;
  • You have a need for more overall links really to anywhere on the domain – Just to boost your authority, to boost your link equity so that you can rank for more stuff…

Then A, that viral-focused content makes a ton of sense, and it is a true SEO investment. Even though it doesn’t necessarily map very well to conversions directly, it’s an indirect path to great potential SEO success.

Why this works:

Why does this work? Why is it that if I create a piece of viral content on my site that earns a lot of links and attention and awareness, the other pieces of content on my site will suddenly have a better opportunity to rank? That’s a function of how Google operates fundamentally, well, Google and people.

So, from Google’s perspective, it works because in the case where Google sees, which has lots of pages earning many, many different links from all around the web, and, which may be equally relevant to the search query and maybe has just as good content but has few links pointing to it and those links, maybe the same number of links are pointing to the specific pages targeting a specific keyword, but overall across the domain, X is just much, much greater than Y. Google interprets that as more links spread across the content on X makes the search engine believe that X is more authoritative and potentially even more relevant than Y is. This content has been referenced more in more different ways from more places, therefore its relevance and authority are perceived as higher. If Y can go ahead and make a viral content investment that draws in lots and lots of new links, it can potentially compete much better against X.

This is true for people and human beings too. If you’re getting lots and lots of visitors all over Domain X, but very few on Domain Y, even if they’re going in relatively similar proportion to the product-focused pages, the fact that X is so much better known by such a broader audience means that conversions are likely to be better. People know them, they trust them, they’ve heard of them before, therefore, your conversion rate goes up and Domain X outperforms Domain Y. So for people and for search engines, this viral-focused content in the right scenario can be a wonderful investment and a wise one to make to serve your SEO strategy.

All right, everyone. Look forward to your comments below. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Moz Blog

5 Brilliant Search Marketing Insights from SMX West 2018

WordStream has arrived at SMX West 2018! It’s looking like rain through the end of the week here in San Jose, but that hasn’t dampened the energy—because inside the McEnry Convention Center, it’s downright pouring brilliant insights.

If you noticed an influx of #SMXinsights in your Twitter feed, it’s because this year’s speakers have been pumping attendees with session after session of unmitigated informational heat. And while WordStream’s primary purpose in attending this week is to host SMX After Dark, an open bar disguised as a networking event, we’d be remiss not to share some of the brilliant marketing insights we’ve heard on stages across the venue.

SMX West 2018

From changes in local search, to mobile-first indexing, to lessons in competitive intelligence—the convention has thus far been a wealth of SEM predictions, know-how, and guys in zip-up vests. Here are five search marketing gems from some of the best minds around.

1. Shelby Reed: Chatbots are coming to the SERP.

SMX West 2018 chatbot

This year’s keynote address, “The Future of AI & Intelligent Search,” offered a provoking look into the use of artificial intelligence and machine learning in search marketing—both as it stands, and where it’s heading in the near future. In this writer’s mind, no tidbit was juicier than this one, delivered by Microsoft’s Shelby Reed: chatbots are coming to the SERP.

Bing started partnering with local businesses last year in an effort to integrate chatbots into its organic search results. For reference, AdWords supports message extensions, but they’re not intelligent, and Google has yet to announce plans to introduce intelligent customer interaction in its organic search results.

Meanwhile, Microsoft’s chatbot development continues to surge ahead. Microsoft-powered bots have the ability to moderate content, make smart recommendations, translate languages, and interact with customers and prospects in all kinds of meaningful ways. Ms. Reed specifically applauded the ability of Progressive’s “Flo” chatbot to push consumers toward the sales funnel via Facebook Messenger. I was curious to know more about how Flo worked, so I asked her.

SMX West 2018 flo

Played it cool. Still, Microsoft bots have the ability to live on multiple platforms and accrue massive amounts of user data. And a better understanding of the ways users interact with chatbots in organic search means more widespread application down the line—namely, in paid search and paid social.

In the same session, Ryan Weiss of HomeAdvisor—a Bing partner that matches home improvement professionals with customers in need of home improvement—discussed the potential of bolstering HomeAdvisor’s current customer chatbot experience with Caption Bot. Caption Bot, as the name suggests, has the ability to ascribe captions to images. I wanted to really test it, so I uploaded this picture of Robert Redford holding a lightsaber:

SMX West 2018 Redford

Pretty close! Weiss imagines a future in which a HomeAdvisor customer would merely need to send an image of their home improvement issue—say, a busted cabinet—to be quickly matched with a professional.

The future of artificial intelligence in SEM is titillating indeed.

2. Olga Andrienko: Page speed has major implications.

SMX West 2018 Olga

For her segment of “SEO Ranking Factors in 2018,” SEMrush’s Olga Andrienko focused on a massive rankings study undertaken by SEMrush last year. The study measured traffic data, referring domains, and on-page factors of the top 100 SERP positions for 600 keywords. Olga discussed some previously unreleased findings in the data, the most vital of which (to me) was the fact that load speed seems to have a definitive impact on rankings. 

While load speed has always affected mobile usability, Google only recently announced mobile page speed as a ranking factor. Turns out, that’s made quite the impact on the SERP. The study’s most interesting stat for me was this one:

SMX West 2018 And

Pages in the top 10 for all keyword groups—the study grouped keywords by volume, i.e. low (1-100), medium (101-1,000), high (1,001-10,000), and very high (10,001 and up)—had PageSpeed Insights scores of 50 and up. This statistic is particularly actionable, because it means that regardless of the keyword you’re writing for, you’re going to need to hit that speed threshold to experience page one visibility. PageSpeed Insights is also particularly easy to use, so there’s no excuse not to make it a regular part of your page optimization efforts.

The study also delved deeper into what specifically constituted “page speed”—breaking the loading process down to First Paint (FP), First Contentful Paint (FCP), First Meaningful Paint (FMP), and Time to Interactive (TTI), as seen in this slide: 

SMX West 2018 Load

Significantly, SEMrush found that pages ranking in the top 10 for high-volume keywords loaded to FP in less than 4 seconds. They loaded to TTI in less than 7 seconds.

Here are some other informative tidbits from Olga’s presentation:

  • Keyword existence in anchor text doesn’t have a significant impact on rankings. In the high-volume keyword group, only 8% of link anchors included the target keyword. Other keyword groups showed even lower percentages.
  • Utilize lists in content creation. Over 70% of pages ranking in the top 10 had unordered lists in the content structure.
  • Make the switch to HTTPS. 65% of domains ranking in the top 3 for high volume keywords have already done so.
  • Building a diverse, high-quality backlink portfolio is still important. Pages in the first position had almost twice as many referring domains as pages in the 10th position.

3. Eli Schwartz: Influence pays the bills.

SMX West 2018

My favorite talk of the conference was a little less technical than the first four on this list. SurveyMonkey’s Eli Schwartz spoke at length about managing working relationships, building trust with clients, and establishing influence in your place of work—really, about succeeding as a search marketing professional.

To demonstrate value, he said, you need to demonstrate expertise—whether you’re talking with a coworker, or a client. He told a story about a meeting in which an agency executive in China tried to sell him on the fact that China was the place to be, because Baidu (China’s largest search engine) was expanding into Brazil. The exec then proceeded to unknowingly list off several points that Schwartz himself had just written up in a blog post. Moral of the story? The bar for demonstrating expertise is a lot lower than you think it is. You have the creative power to craft the story you want told.

There were other stories, such as listening to an engineer’s subpar DJ mixes to earn his friendship, but the gist remained the same—to win, you need to earn a reputation. Use dollars-saved for ROI whenever possible, give credit to your coworkers and clients, and demonstrate value without seeking the spotlight.

4. Marcus Tober: Ranking factors should be verticalized into niches.

SMX West 2018

In some ways, though it worked toward the same goal—better organic rankings—Marcus Tober’s presentation played foil to Andrienko’s. At the very least, it offered a different way of looking at the complex world of ranking factors. The Searchmetrics founder was adamant, throughout his speech and into the Q&A, that attempts at creating universal, one-size-fits-all lists of ranking factors were futile. Even segmenting by industry paints too broad of a picture. Pulling data by niche, he argued, is the best way to determine ranking factors.

To make his point, Tober pitted data from several niches against one another to demonstrate that what helps some content rank may very well work against other content. The highest ranking recipe content, for instance…

SMX West 2018 Niche

Has way more microdata then the highest ranking dating and divorce content. Car tuning pages that rank in the top 10…

SMX West 2018 Tober

Have 50% more backlinks than pages about divorce that rank in the top 10. Nor are high ranking pages about divorce going to need a lot of social shares, because…

SMX West 2018

Divorcees aren’t looking for likes! Or rather, they’re not looking to publicize the fact that they’re looking at divorce content. You should probably still like that Cancun pic with the new beaux. 

It’s really that simple. Or rather, it’s really that complex. Taking a granular approach and thinking about individual user intent is the best way to determine which ranking factors matter for your niche. Such an approach can help you when your client in the Divorce space says they just read The Last Guide to Ranking Factors You’ll Ever Need and asks you why you haven’t devoted more time to increasing social signals. Understand your niche, and understand your customer journey, and you can spend your time optimizing in ways that will truly have an impact.

5. Leslie To: Enable contextual keyboards on mobile

SMX West 2018


3Q Digital’s Leslie To put on more or less a master class in mobile-first optimization. “Optimize for mobile” is easy enough to say, but it’s hard to really conceptualize a pleasant user experience on mobile until you understand all the ways your site can fail a mobile user. Leslie’s presentation lent some nice perspective in this vein.

One of the things that stuck with me was Leslie’s recommendation to implement contextual keyboards—keyboards that change or stay the same based on required input types. If a user is entering credit card numbers in one field block, for example…

SMX West 2018

His keyboard shouldn’t revert back to letters in the next field block. Or, if we’re using the example above, it shouldn’t remain a numbers keyboard if the next field block asks for his name.

It seems small—and forgetting to implement contextual keyboards isn’t much of an oversight in itself. Still, small inconveniences in usability can compound quickly, and result in a frustrating and bounce-worthy user experience—especially on mobile. You want to make sure, for instance, that a lack of contextual keyboards isn’t a microcosm of larger mobile usability issues on your site.

Here are some other dos and don’ts Leslie laid out regarding mobile optimization:

  • Ditch interstitials if you can afford to. Opt instead for banners to promote your app, tool, offer, etc.
  • Ditch overwhelming menus and navigational options. While navigational options are useful, too many of them can quickly become a burden on mobile. Mine your internal site search data to see where you can cut down.
  • Make sure all content and media scales properly—text, images, buttons, etc.
  • Make buttons and other tap targets at least 48 px wide, and space them 32 px apart. This will prevent users from tapping the wrong target, or having to zoom to tap the right one.
  • Don’t require more than 3 touches before a user can convert.
  • Reduce the complexity of your writing as much as possible.

Mobile is an uphill battle. These small adjustments can add up to a much more positive user experience.

Closing Thoughts

It’s been a blast! If you attended SMX After Dark, we appreciate you taking us up on the free booze. If you weren’t able to make it out this year, we hope we’ve given you a satisfactory taste of some of the dynamic ideas that were floating around the conference all week. Check out the conference slide decks here if you want to dive deeper. 

Until next year!

from Internet Marketing Blog by WordStream

8 Marketing Tips & Tricks for Personal Injury Law Firms

$935.71 cost per click.

That’s not a typo: in the United States it can cost a personal injury attorney $935.71 every time someone searches for the “best mesothelioma lawyer” and clicks their ad on Google. Furthermore, Search Engine Watch found that 19 of the top 25 most expensive keywords on Google are searches related to personal injury law firms.

personal injury law firm keyword costs

However, these numbers become a little less surprising when you consider that in many cities you can’t turn on a television for more than 30 minutes or walk down the street without seeing an ad for a personal injury lawyer. It’s an extremely competitive industry, thus the extremely high prices it can cost for just one click to a legal website. And this trend is not stopping anytime soon, due to high competition and the potentially large return a lawyer can get from just one click.

Simply put, personal injury law firm business models are unique. It’s important to understand the basics of how they operate before planning for a legal marketing campaign. So let’s take a quick look at how these firms work and what makes them so unique (lawyers and those familiar with the industry – feel free to skip this next section).

How Personal Injury Law Firms Work

To use an overly basic story to illustrate, Joey was in an accident that wasn’t his fault. Now he needs to get his car fixed, has medical bills to pay for his injured shoulder, and is missing work while he is healing. Meanwhile he begins receiving phone calls from the insurance company saying they will be willing to pay him for only half of what his medical bills cost.

but why

Before working in this industry, I was naive to the fact that similar scenarios happen quite frequently to those who have been injured in an accident. So Joey’s 3 options are:

  1. Take the money the insurance company offered
  2. Negotiate with the insurance companies himself to get reimbursed for all of his expenses from the accident
  3. Hire a personal injury lawyer to do the negotiating and other work for him

What does Joey decide to do? Who cares, I know you’re only here for marketing tips and not my terrible made up stories. Which we’ll get to after one more area I feel is very important to discuss: how PI lawyers charge for their services.

How personal injury lawyers charge their clients

Most injury lawyers work on a contingency fee basis (but not the terrible lawyer Lionel Hutz from The Simpsons, seen changing his fee structure below). A contingency fee is simply a percentage of what the final settlement is, and in most states law firms’ fees average around 33%.

advertising for personal injury law firms

The larger the settlement, the more income is generated for the law firm. Pretty straightforward, right? So why am I painting this long drawn-out picture of the industry? Besides the obvious, I’m trying to demonstrate why it can be so difficult to find an ROI for legal marketing campaigns. Every case is different and income is percentage-based. It’s all variable. And it can take years for a case to settle and receive the revenue that your pay-per-click (PPC) campaign generated years ago.

When you throw in the fact that case value is largely determined by insurance limits for both parties, now you have an analytical marketer’s nightmare. But this also presents the opportunity for high returns if you can figure out how to outsmart competitors in your market.

With that being said, let’s look at some legal digital marketing tips and tricks that I use for use for my personal injury lawyer clients.

My 8 Best Marketing Strategies for Personal Injury Lawyer Law Firms

Here’s everything I’ve learned from working with personal injury law firms to ensure they achieve ROI from their ad spend.

1.) Forget ROI – Set “Cost Per Case” Goals

You might be surprised by the uncomfortable look I get from some lawyers when I ask what their desired Cost Per Case (CPCase) is. In their defense, it can be a tough question to answer because a legal case could be worth $2,000 or millions of dollars. The practice area also plays a large role because an attorney specializing in car accidents may only want to pay $500 per case, while a Mesothelioma attorney may be willing to pay $100,000 per case.

CPCase is a great way to set expectations for yourself and the firm. If you don’t currently know what your firm’s desired CPCase is, drop everything and start with this. Even if it is a loose number, it will guide your marketing decisions and significantly decreases the importance of not being able to calculate immediate ROI. For those who don’t know how to come to this number or who can’t get an answer from the law firm, I suggest the following steps:

  1. Find the firm’s average case settlement value from the past 2 years. (Advanced: To exclude outlier data, you can use the TRIMMEAN function in Excel. Be careful with the percentage of outliers you use – you don’t want to shave too much off.)
  2. Take your average case settlement and multiply by 10%, 20%, and 30% to get three possible CPCase numbers.
  3. Take these three numbers to the owner or partners and show them how you arrived at the CPCase. They should then make the business decision whether they are willing to spend 10%, 20%, or 30% of the average case on marketing (or anywhere in-between). That is a business decision that is different for every firm, so I unfortunately can’t give insight on what is right for your firm.

2.) Track, Track, Track

Now that you have a target Cost per Case, it’s time to make sure you are tracking every lead you can. Let’s start with the easy tracking first – website submissions and online chats. These are pretty simple to set up conversion tracking in Google Analytics. If you aren’t sure how, here is a guide from Google on setting up conversion tracking.

But law firms tend to be most focused on driving phone calls, so I always add phone call tracking to client websites and landing pages. The image below from Wordstream demonstrates how call tracking works. You can read more about it here.

adwords call tracking for lawyers

Here are four call tracking services that I’ve used in the past to help with campaigns (no affiliation to any):

Google Call Tracking

Pros: Integrates great with AdWords. And it’s free!

Cons: Very little data about the call. Doesn’t show full phone number that called. Only integrates with AdWords Campaigns

WordStream Call Tracking

Pros: Shares detailed information about phone call. Works on a keyword level.

Cons: Limited to PPC. Have to already be using WordStream software.

Call Tracking Metrics

Pros: Extremely detailed call data. Dynamically changes number on website depending on source of website visitor.

Cons: More expensive than some of the others.


Pros: Dynamically changes number on website depending on visitor. A little less expensive than others.

Cons: Not as many options as some of the other call tracking services.

I’m sure there are plenty of others out there that can do what these can, so what is most important is finding software you feel comfortable implementing and using.

3.) Bid on Your Brand Name on Google

If you’re reading WordStream, I’m sure you know what PPC is (and if not, you sure are in the right place to learn). As confusing and technical as PPC can be, the easiest and best investment you can make is bidding on your own brand name. Average costs per click on a brand name ranges anywhere from $.50 to $3.

Now the first question that probably comes to mind is, “Why would I spend money on brand searches if I already show in organic?” Great questions and here is the number one reason:

Brand protection. If you aren’t bidding on your brand name, your competitors might, and that will mean the first thing a user sees is your competitor’s message and not yours. Do you want the people trying to steal your clients to have the power of being seen first? I wouldn’t. Here is an example of this in the wild. If Shopify wasn’t bidding on their brand name, look at the second ad, which would otherwise be the first result on the page with a message of “Don’t Waste your Time and Money.” That’d be bad news.

bidding on your own brand term in google

There are additional benefits to advertising on your brand terms, like being able to control the message put in front of potential clients. If you are relying on organic results you are letting Google choose what they show a potential client. I don’t know about you, but I would much rather talk about my firm as opposed to letting Google choose how to do it.

Brand bidding is relatively cheap in the grand scheme when you consider the value you get for it. You’ve worked hard to build up a brand name, make sure you protect it!

4.) Make Friends with Mobile

mobile friendly test

More than 50% of all searches are from a mobile device. That shouldn’t be news to you; just think about how often you reach into your pocket or purse to Google something that is on your mind (sorry Bing). The mobile trend is no longer a trend, but a necessity for many businesses.

Users are 5x more likely to leave a site that is not mobile friendly. “Mobile Friendly” here means a completely functional responsive site design, as opposed to a site that just has a different URL on mobile. Having a fast page is important, too: a 10-second page load time has a 123% higher bounce rate than a 1-second page load time.

Follow these steps to make sure your website is ready in this mobile-first world:

  1. This one’s obvious – make sure your website is responsive or at the very least is usable on a mobile device. If it’s not, sorry, you need a better website.
  2. To double-check that your site is mobile ready, go to this URL to make sure you have Google’s mobile friendly approval: Google Mobile Friendly Test. This tool will give you detailed insights as to why your page is or is not mobile friendly.
  3. Check your speed. Visit this page to test your mobile page speed. If your number is in the red, follow the instructions to get your speed back up in the green. Some suggestions such as image optimization or cache issues are as simple as downloading a few WordPress plugins.

5.) Use Ad Extensions to Dominate Search Results

Ad Extensions are features search advertising platforms give as options to enhance your ads. When used, they can both improve your ad performance as well as give you an advantage over the competition. The image below points out a couple of the common ones:

personal injury law firm adwords

  • Sitelinks (“client testimonial” link shown above): additional website links that allow you to send users to different areas of your site
  • Call extensions: adding a phone number to your ad. These calls can also be tracked as conversions in your performance metrics.
  • Location extensions: adds your business address pulled from Google My Business

There are a number of other extensions, but these are the most common ones for localized businesses like law.

So why use ad extensions?

  1. The use of ad extensions has shown to increase ad performance because it gives your potential clients more options and drives them further down the lead funnel. On average, use of ad extensions lifts click-through rate by 10-15%. More clicks can mean more opportunities for clients.
  2. The more extensions you show the more search real estate your ad takes up. In competitive spaces like law, driving a competitor down the page can make a big difference in the long run. In some cases, AdWords even ranks you higher in results if you include ad extensions, because they view this as a better experience for users.

Implement ad extensions today to drive more clicks and calls to your business.

6.) Test AdWords Call-Only Campaigns (But Be Careful…)

Years ago I was interviewed in a WordStream article about PPC for lawyers where I was raving about call-only campaigns using call extensions on PPC ads. They were very cheap and very successful for us. Times change, Google changes, and I’ve unfortunately had a change of heart towards my love of call-only campaigns for personal injury law firms.

Here’s the issue with call-only campaigns – if someone clicks your ad you are then charged just like any other click on Google AdWords. But a click does not mean a phone call, a click means that the phone number popped up on the user’s phone (as shown below).

call only ads for law firms

Depending on the market, I’ve seen clicks turn into phone calls at percentages that range anywhere between 30-80%. Whether the user accidentally clicked the ad, didn’t realize it was an ad to make a phone call, or any other scenario that leads to clicking “Cancel” rather than “Call”, the cost per conversion can add up quickly.

My suggestion: test. Call-Only ads tend to work better if a firm has an old website that doesn’t help anyone, thus leading to people not calling. However, for firms who have websites and landing pages that are helpful to readers on the page, regular ads can result in lower costs and more leads.

7.) Get More Google Reviews

law firm marketing reviews

If you’re choosing from the list of law firms above (I intentionally blurred out their names because I didn’t want to hurt anyone’s feelings…) who would you choose? #3, because you want to give the underdog a shot? I wouldn’t, nor would most consumers.

In an industry where trust is so extremely important, Google reviews are a great way to show the world how great your business truly is. A simple reminder to clients about your appreciation of them sharing their experience on Google can be the difference between Law Firm #2 and Law Firm #3.

There are many review sites that you could also focus on, including Yelp, Avvo,, and Martindale-Hubbell to name a few. Regardless of what site you are focusing on, what you really need to do is create a company culture of not being afraid to remind clients that you would love to read online how their experience was working with your firm. If they share their experience online it not only helps your firm learn, but it also helps educate others who have been in the unfortunate situation your client was in. Be polite, don’t be shy, and get some more reviews!

8.) Take Better Advantage of Ad Spend with Facebook Retargeting

Very rarely in the digital world do people see one solution to their problem and sign up on the spot. Consumers search around, click a variety of ads, investigate a number of sites, and read reviews before making a purchasing decisions.

Law firm lead cycles are no different. To get the most out of your digital presence you need to stay in front of your audience. One of the most effective and efficient ways for doing this is retargeting on Facebook.

Why retargeting?

Retargeting is the most effective and efficient way to stay in front of your potential clients for a couple reasons:

  1. There is no one more qualified as a lead than a someone who has already visited your site, meaning they’ve shown interest in your firm in the past. Staying in front of these users can lift your website conversion rate by as much as 50% by bringing these qualified people back to the site.
  2. As mentioned above, some ad clicks for law-related searches cost as much as $950. Retargeting clicks on the other hand average about $1.35 in the legal space on Facebook. Spending a few more dollars to bring that expensive first click back increases ad spend efficiency greatly.

Why Facebook vs. other retargeting? Two reasons:

  1. People spend more time on Facebook than any other website. On average people spend 20-40 minutes per day on Facebook and visit the social network 14 times per day. Point being once someone leaves your site they are likely to be on Facebook. You want to be where your potential clients are, reminding them of your firm.

facebook usage stats

  1. The click-through rate on Facebook ads compared to traditional display ads can be as much as double, meaning the likelihood of bringing clients back to your site is much higher than other ad types.

Start retargeting on Facebook and watch your cost per case start to drop.

In Conclusion

That’s it! I hope this article can serve as a guide for anyone jumping into the personal injury industry. If you have questions or comments, feel free to contact me by leaving a comment below.

About the Author

Eric Huhn is the owner and founder of Kinetic Sequence, a digital marketing agency located in Milwaukee, WI. Eric helps law firms grow their practices through all forms of digital marketing.  Eric holds an MBA in marketing which he only regrets when he sees his student loan bill.

from Internet Marketing Blog by WordStream