Info Articles

Facebook Lead Ads are Coming

Until now, Facebook has been lagging in the lead generation realm, in comparison to companies like Yelp, Google and others. But, they may be catching up with this most recent feature release. Facebook Lead Ads Facebook hasn’t been specifically targeting gathering leads for businesses directly, mostly indirectly, as “awareness”, “engagement” or activity, such as email sign-up. But where does that leave the local contractor or local business who is interested in acquiring customers today? Facebook is slowly releasing this feature called “Lead Ads”. I don’t have access to it yet, but it’s coming and I’m excited. Here are the instructions from Facebook – this will let you know if you have access already: Before you begin creating your lead ads campaign, we advise having someone from your legal team review the questions you plan to ask on your form, as well as go over the lead ads policies and terms of service. Once you’re ready, make sure you also have:   Access to your business’s Facebook Page.   The URL to your business’s privacy policy.   An image for your ad.   When you’re ready, go to your Power Editor. Below are instructions for what to do at the campaign, ad set and ad levels.   Campaign Click Create Campaign and give it a name.   Under Objective, select Lead Generation. Keep in mind your buying type must be Auction.   Click Create. The reason I’m excited is because Facebook has an unprecedented amount of information and user base. Combining that with the laser-focused intent of capturing leads (not just engaging or clicking) has the potential to be very powerful. Let me know if you have access and are interested in this type of ad. It looks to be promising, especially for service-based businesses that could use new customers every...

Read More

Explainer Videos explained

One of the biggest trends in the last few years for local business advertising has been using whiteboard or explainer videos. These videos do not include you or your coworkers in the video at all. They are completely animated. These videos demonstrate a complex idea very quickly and simply by animating what looks like an artist making the drawings as they go. They capture attention and explain difficult ideas so easily – audiences love them. I had this problem where I was constantly explaining how our reputation services work. I’d explain them and after talking to someone for over 5 minutes, I realized I wasn’t really connecting or explaining things well. It helps to have a visual component for good understanding. I went to have my own video made and here is it (my reputation marketing video). This video captures the essence – it doesn’t attempt to include every detail or nuance of our services. But they get the basic idea very easily. Now how might you get a video like this done? It must cost thousands to get something animated with a voice-over! One of my secret resources is Fiverr.com where most services start at $5. A video of this length with this detail was not $5, but only a few hundred dollars. And really, what price could I put on a professional, animated video that explained one of our most basic and popular services? I hope this helps. If you are interested in explainer videos and would like one made, I can help, just let me know and we’ll get you one...

Read More

The Important Role of SEO in Marketing Your Business on the Internet

If your business webpage is created without any SEO incorporated into it, your brick and mortar location might as well have no signage on it, either. SEO, or Search Engine Optimization, is absolutely necessary if you want to attract customers to your website in order to eventually make a sale. No internet marketing strategy is complete without it. So what exactly is SEO? To break it down to its most basic function, it’s the practice of incorporating certain keywords into your website content so that when those keywords are typed into a search engine like Google, your website appears relevant to the searcher. There is, of course, much more that goes into SEO, and that’s where the professionals come in. A good way to think of an SEO specialist is as a cartographer that makes maps which are centered around you. When potential customers look at these maps, they will see your business front and center, and they will then be more likely to buy your goods or services. While anyone can make a map, it’s the SEO specialists who know every little detail that needs to be included. Keyword strategies are changing constantly, as major search engines frequently change how they determine what’s relevant to a searcher at any given time. It’s the job of a specialist to stay on top of these strategies so that your website content is as up-to-date as possible. SEO isn’t all about just keywords, however. It involves choosing the right format for your webpages, creating links that would allow search engine crawlers to find your webpages, and coming up with the right URLs, among others. Good content, however, is paramount to effective SEO. The copy that surrounds the keywords must be well-written and of high quality in order to keep a customer hooked. A content’s relevance and value to users have become important elements in SEO. All these point to the need for the services of a professional team, like the Apex Business Team who serves businesses in Ann Arbor, Detroit, Livonia, and other areas,  who can dedicate sufficient time and skills to getting your website found easily on the Web. One of the best things about SEO is that it has a seriously large ROI. Compared to traditional advertising and promotions, as well as other online marketing techniques, SEO yields better returns. Through this practice, you’re constantly attracting countless clients that...

Read More

The Crazy Value of PPC Management

I was just looking back on this past year of rule changes for Google Adwords and I was shocked to see that there were over 250 changes. I’ve been managing my clients pay-per-click campaigns for years and change is just a factor of marketing online, but 250? That seems like a lot to keep up with unless you have a professional manager. Whenever I do an audit for an existing pay-per-click campaign, I always find waste, the only question is, how much? Never less than 10%, sometimes as much as 47%. On a $10,000 monthly budget, that can mean $4,700 per month is wasted. That is crazy, but here’s crazier. Over the course of a year, that’s over $55,000 of waste. I like to put this in terms of LOST business. If you are wasting $55,000 in ad spend, how many customers would that have been? At $25 per click for a great keyword, that’s 2200 clicks. If you close 5% of those, that’s 110 jobs that are not coming through your door. Pay-per-click advertising is like a faucet, where you pay for every drop. If you aren’t careful, it can be a firehose. Of course, the numbers change with every business, but we always find the waste. I’ll tell you the places I look first for waste and offer a few other insights: 1. Time of day optimization – If you look at conversion costs at night, they sometimes are 2-5x the daytime conversion cost. Look at this inside your adwords account; if it’s true, turn off ads at night. (hopefully you are tracking conversion cost. if not, you need to start!) 2. Device optimization – Look at the cost per conversion for desktop vs mobile. They can be wildly different. Turn off or reduce whichever is much, much higher. 3. Split testing copy – You absolutely NEED to have more than 1 version of an ad where something is very different. Click-through-rate (CTR) will be higher for 1 variant after 3-4 weeks. Kill the other ad and now test a new variation. The higher your CTR, the cheaper your cost-per-click. 4. Don’t put your business name in your headline. 9.7 times out of 10, people are looking for a service, not a particular company. And if they are looking for a particular company, let them find you organically, where the clicks don’t cost money! Use your headline...

Read More

Ann Arbor SEO Companies and Methods Can Work to Architects’ Advantage

Dependable architects give their best on any project, and when that is done, all they need is another project to keep the momentum going. In some cases, that requires being sought online and offline by interested parties. In his personal blog, Bob Borson said that one internet marketing strategy, search engine optimization (SEO), is critical to being looked up first ahead of everyone. The danger of falling behind in online presence may not be lost among architects in Ann Arbor, MI. The city boasts of being a mix of old and new designs, with some of the Midwest’s finest mid-century modern architecture built in the area along with structures from the 19th century. When you are making a push to be more identified with your work online, which also serves as a calling card, explore your options with an Ann Arbor SEO company such as the Apex Business Team. Keywords In the realm of Ann Arbor SEO services, keywords are what you’d expect search engine users to be typing in the search box. These may be general items in the website content, but you need to tweak them even more to further narrow down the options, as relying on a keyword like “architect” alone will generate millions of results. One workaround will be to set up keywords that are linked to your location or noticeable landmarks near your office, Borson said. For example, if you set up shop in Kerrytown, a good keyword phrase can be “Kerrytown architect” or “independent architect near Kerrytown.” Content People or companies in search of architects for design work want to learn more on why a certain architect should be given a call. This gives you the opportunity to write objective content about your services and experience in the field. According to an article at SearchEngineLand.com, the market you cater to is also important: are you more on designing residences or more on commercial facilities? Building Ties It’s important that you reach out to others through your marketing strategies. Social media is never far behind in this aspect through the creation of special accounts for your business. The content you make for the website will then be shared over these pages. As the economy rebounds and more infrastructure projects are on the move, it pays to promote yourself and be part of the action. Enlisting a skilled online marketing company like the Apex Business...

Read More

SEO for Ann Arbor Businesses: The Crucial Role of Internet Marketing

Many businesses have been utilizing SEO in their operations, as the practice has demonstrated success in improving a company’s visibility online. Lately, however, the effectiveness of SEO has been put in question because of the many changes that have been adapted in Google’s search algorithms, which, some critics say, have made SEO practically unnecessary. On the other hand, many internet marketing experts maintain that SEO still matters today and would never go away. Role of Keywords in SEO Keywords have been the backbone of SEO, and this is where most arguments for and against SEO arise. On the “con” side, there are those who say that Google’s algorithms have made keywords irrelevant, and even counter-productive, especially when an article is stuffed with them. As the best Ann Arbor SEO professionals will tell you, however, keywords continue to play a critical role in making a website visible to internet users, particularly in web searches. The important thing is to take the time in identifying effective keywords. High-quality SEO content together with proper keyword choice and placement can be highly effective in generating leads for a business. Keyword research gives businesses a good idea of what their customers are looking for, which the business should then use to come up with compelling and informative content that will boost their reputation. Aside from lead generation, a good reputation would be crucial in countering negative reviews. Technology-Savvy Users Lifestyles of people today have been greatly influenced by technology, and a massive number of consumers are now using the World Wide Web in purchasing goods and services. Given this, the competition for online attention has multiplied more than a hundredfold, making SEO a must in marketing operations. In relation to this, SEO has added a new dimension in the form or mobile optimization. With the unprecedented growth in mobile technology use, it has become imperative for businesses to target their online marketing efforts to mobile platforms as well. They need to ensure that they provide a good user experience to customers who use mobile internet platforms. Seeking Professional Assistance With the dynamism of SEO today, working alongside an industry expert is very important. A company would need dedicated professionals who understand their business and their objectives, as well as the intricacies of internet marketing today. Local businesses can get the help they need for both traditional and mobile SEO from Ann Arbor SEO experts...

Read More