Unlocking Success with Paid Search!

Unlock Ppc SuccessReady to take your online presence to new heights? Dive into the world of Paid Search and supercharge your visibility!

What is Paid Search?

Paid Search, also known as Pay Per Click (PPC), is a targeted advertising strategy where you bid on keywords to have your ads appear at the top of search engine results. It’s your ticket to instant visibility and reaching the right audience. This is the opposite of Search Engine Optimization (SEO) which can take time to get into the top organic listings.

Why Choose Paid Search?

  1. Immediate Visibility: Instantly appear at the top of search results.
  2. Targeted Reach: Reach your ideal audience with precision targeting.
  3. Measurable ROI: Track and analyze performance in real-time.
  4. Budget Control: Set your budget and only pay when someone clicks.

Key Benefits:

  • Drive Traffic – you get more traffic from folks looking for you / your services.
  • Boost Conversions – with qualified traffic coming your way, you can increase conversions
  • Increase Brand Awareness – in a world / market filled with competion, you can stand out
  • Outshine Competitors – search for your keywords – don’t see your competition? This is your chance

Ready to Launch Your Campaign?

Our experts are here to guide you through the exciting world of Paid Search. Maximize your ROI, increase conversions, and leave your competitors in the digital dust!

Contact us to Get Started! Let’s elevate your online presence together.  #PaidSearch #DigitalMarketing #PPCChampions

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Celebrating Innovation: EduCyber Launches WSArchitect.com and MobileWrenchFleet.com

We are thrilled to announce the launch of two cutting-edge sites that set a high standard for design: WSArchitect.com and MobileWrenchFleet.com.

WSArchitect.com: Moving from a dated website to a contemporary site that shows the breadth of their work from small projects to large, from feasibility studies and planning to interior architecture and building architecture.

The prior home page had a navigation menu, a logo and sliding banner that didn’t link to anywhere.

Before View
Before View

The new home page at wsarchitect.com has a new logo that actually builds before your eyes, a full page slider of their work and each slide links deeper into the site and has a call to action and then below that showcases more about their philosophy of building relationships, their projects, their team, and shows how they are engaged in the business community.

This Is The Newly Designed Site
This is the newly designed site

We are so pleased to have been able to work with – and continue to work with – the wonderful team at Wong Strauch  Architects. If you are in need of an architectural firm, give them a shout.

Following close on the heels of the launch of that site in late 2023, was the launch of mobilewrenchfleet.com. Working closely with Mobile Wrench Fleet, we were able to modernize and streamline their site, giving it some very engaging movement, writing a lot of new content and making the site much friendlier for search engines.Screenshot 2024 01 12 At 15 55 06 Mobile Wrench – Commercial Fleet Services Denver

This new site shows the range of services they offer, the locations they service and who utilizes their services. The site structure dovetails into all of their digital marketing efforts, especially the paid search campaigns that we are running for them.

Here’s a quote from the company president:
Work with them on overhauling our website and optimizing our PPC marketing. Website exceeded all expectation and was launched in a timely manner. The team worked and communicated in a seamless manner to get it done. PPC has cut in half the average cost of acquisition and enhanced follow through. EduCyber is the real deal.

If you are ready for a website upgrade, give EduCyber a call at 303-268-2245 ext. 4.

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Connecting the Dots

Recently we have been using the phrase “helping businesses connect the dots” to their digital marketing. If you haven’t heard one of us talk about it, read on.

Many small and medium-sized business owners know they need to do something with digital marketing. At a minimum, they need a website. At best they have both inbound and outbound marketing strategies and processes that are driving traffic to their website and are converting them or drawing them deeper into the sales funnel.

But where do you start? The first dot to connect is understanding how your website fits into your overall marketing effort. Do sales actually take place on the site? Is the goal to get visitors to call? Would an interactive chat help close the deal? Can a well-placed, concise form capture enough information for someone in sales to contact the visitor? All of these questions (and a whole lot more) help to connect the first two dots and without connecting them, you’ll be left with an incomplete picture.

Once you have that connection, you can proceed to build a web site that facilitates that marketing (and perhaps sales) effort. Then it is time to connect the rest of the dots. Once the web site does what you want it to, how do you get people there? Will you be doing content marketing? Do you a customer base where email marketing makes sense? Should you be running search campaigns? If so, should you be focusing on organic search or on paid search (or both)?

And of course, you’ll want to consider how and where social media marketing fits with everything. For B2C you’ll want to carefully consider Facebook and Instagram. For B2B you’ll want to consider LinkedIn. But that is just three of hundreds of options. If you have or are creating videos, you’ll want to look into YouTube or Vimeo or Rumble or any of the other video options. If you are trying to reach a market that is always in the “now” you will want to see if Twitter is a good option.

So that is an overview of what we mean by helping businesses to connect the dots. We’ve laid out just a few of the numerous things that might be a good fit for you. If you want a customized plan for your business, give us a call at 303-268-2245. Not sure who to talk to? Try Brian at extension 4.

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The Road to Good Intentions is Paved with What?

OK, that might not be how that saying goes but, unlike the real world where intent and outcome are often very different, in the world of search and in building an excellent website, understanding intent is critical to getting it right.

If, for example, someone searches for “eagles”, Google has to try to determine the intention of the searcher. Are they looking for the football team? Are they looking to place a bet on the team? Have they seen an eagle flying around their neighborhood and are trying to identify it? Are they a student writing an essay on an endangered species? All of these could be the intent of the searcher.

So what does Google do? Well, in this week before football’s biggest game, they serve lots of results around the Philadelphia Eagles. But they also provide other options in case you were searching for “eagles birds” or perhaps the rock band, or the Colorado hockey team (an affiliate of the Avs).

You should think of your website in the same way. When someone gets to your site, what is their intent? Are they trying to find out how to contact you (don’t make it difficult)? Perhaps they were referred to you by a friend or colleague. Is it clear from the outset what you do and what services you offer?

Taking that a step further, lets remember that not everyone comes “through the front door” of your website (the landing page). If someone clicks on a Google search result to get to your site, they may very well have come in through a “side door” to a page within your site. In that case, in addition to providing the information the person wanted, you should have enticements to dig deeper, learn more, engage in the site.

This part becomes more complicated. If the page they landed on gave them the information they wanted, they may be done. But most of us want the visitor to stay on the site, to find it so engaging they just stay and keep clicking – or better yet to call / fill out a form / buy. For this part you need to think more about what all users may want when they come to your site.

And not everyone, unfortunately, comes to your site looking for what you are offering. But that doesn’t mean they might not stick around. What can you do to further engage them? Here are a few things you may want to consider:

  • Video – a short video that captures the visitor’s attention even before clicking on play
  • Testimonial – written or video is captivating because it is someone else sharing their experience with you / your company
  • A button that has some kind of unique offer – that will take them to another page and provide more information

Not sure what might be right for your site? We’d be happy to have a conversation with you. Give us a call

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You Don’t Really Want SEO

Search Engine Optimization (SEO) is such a big buzzword. At least twice a month I am approached about doing SEO for an existing or potential client. As we begin to delve into their goals though, it often turns out that what they really want is Conversion Rate Optimization (CRO).

And it turns out that CRO isn’t much of a buzzword even though it is a critical piece of digital marketing. If you want to get more leads through your website, you first have to know if you are getting leads from your website.

If you know how many leads you are getting from your website, we can then look at the number of visitors to your site and, with simple math, calculate your conversion rate:

If you have 100 visitors to your site and get 1 lead, your conversion rate is:

1 (lead) ÷ 100 (visitors) = 0.01 then multiply by 100 for the percentage = 1%  (conversion rate)

Sound low? It is. Conversion rates vary widely but if you have a higher than 1% conversion rate, you are doing fantastic.

Now that we have a conversion rate established, we can go about the process of optimizing the conversion rate. There are many things you can test or try. Sometimes it is simply a matter of changing colors on a button or call to action (yes, that might be all it takes). Other things that you can do include:

  • Removing unnecessary steps (fewer clicks often increases conversion rates)
  • Creating better / stronger calls to action (CTAs)
  • Use design to clarify what the next step is
  • Remove unnecessary CTAs – if they make it to a form page, remove opportunities to click away
  • Don’t ask for unnecessary information – growing your email list? You don’t need a physical address.
  • Add urgency to the CTA – “Offer good through Saturday!”
  • Don’t your CTA lower on the page or even on a different page
  • Use testimonials – others “tooting your horn” will work better than you doing it yourself
  • Make sure your page loads quickly – if it is slow to load, people leave
  • If you have the staff resources to manage it, add a chatbot to your site so you can interact in real time

All of these, and a whole lot more, are ways to increase your conversion rate, increase customer satisfaction and grow your business.

If you want to see what might work on your site, give us a call or fill out this form

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The Art Of Digital Marketing Is Science

The Art Of Digital Marketing Requires A Bit Of Science
Digital Marketing Takes Work

There are a lot of artists out there. They love to create beautiful campaigns that look and feel marvelous. Sometimes you will see a post or part of a campaign that makes you laugh out loud. That too is a good part of the art.

A picture is indeed worth a 1000 words and some of the best pictures make for artistic digital marketing that takes your breath away. And a video? Well if a picture is worth a 1000, a video is worth far more. Some of the most artistic digital marketing campaigns move you to like, share and comment.

And if digital marketing were a popularity contest, that might be enough.

But bringing in a bit of science to help you with your digital marketing campaign can actually help your business grow.

You remember back in science in high school? You create a hypothesis. Then you do a test. Then you measure the results. Then you draw a conclusion based on that and from there you can create a new hypothesis and let the science keep rolling.

How does that work?

Hypothesis:

If I create one blog every two weeks for twelve weeks around a new product that we make, and strategically share that on social media I’ve identified as platforms the target customer uses, I can increase sales 10%

Test:

Create six pieces of content, keeping it short, interesting, and using images  that are not stock images. Post one every two weeks to your blog, share on identified social sites, tagging others and using hashtags as appropriate.

Measure / Evaluate:

Well we found that posts where we focused on our clients got the most interaction and we actually generated three leads as a result of those two posts. We’ve already converted one. One is a bit dicey and likely won’t convert but the other is in the funnel and looking good.

Conclusion:

It seemed like the posting frequency was just about right and it really helped to have it all planned out in advance. If we can sustain this program, our sales should increase between 11 and 15% over last year.

That’s one example of how you can conduct a digital marketing campaign with science. What all was used in this example?

  • Content Marketing – creating unique content and posting it to a blog
  • Social Media Marketing – posting to social media websites using tags and hashtags to engage others
  • Conversion Rate Optimization Marketing – determining a conversion rate based on number of interactions that actually turn into business

Other types of digital marketing that should be considered:

  • Search Engine Optimization
  • Paid Search Campaign
  • Email Marketing
  • Paid Social Media Marketing (similar to paid search campaign)
  • 3rd Party Marketing (placing your ads / links on other websites)
  • Mobile Marketing (includes many of those above plus texting)
  • Affiliate Marketing (using influencers to promote your business)

The art of digital marketing is an important component but the science of digital marketing should not be overlooked. Over the last couple of years the phrase “follow the science” has been overused and abused. But integrating science into your digital marketing outreach is important if you want to be successful.

Remember, if you don’t know where you are going, any road will get you there. If you take the extra steps beyond the art of digital marketing to get to the science, you will actually be able to measure success as a phase of the campaign ends.

If this all sounds great to you but you aren’t sure where to start, we can help. Call or Fill out our contact form to get started.

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Finishing Strong

Sometime in the first or second week of November, many business people slowly begin to checkout. It’s time for Thanksgiving and then Christmas and then New Years. It’s not time to close new deals or even to push to the finish on existing deals or projects.

But that is really just an excellent way to waste 1/10th of the year.

If it seems like your prospects or projects are beginning to taper off, here are five ways you can bolster your year and finish strong

  1. Review your website. Things change over the course of a year. Are the offerings / services / products displayed all still accurate? Anything new to add? What about personnel?
  2. Review your calls to action. Whether it is for your website or your social media presence or your online ads, are the calls to action generating action? If not, determine if you need more activity or better calls to action (or both).
  3. Check your traffic. If you have an established conversion rate (XX number of visitors generates X number of leads), is your traffic volume headed in the right direction? If you don’t know or don’t have a conversion rate, then you probably need to revisit #2 above. You should be able to measure visitors on your website, interactions on social media and how your brand and keyword phrases perform in search.
  4. Refresh your digital marketing goals. Social media, for example, can be a powerful tool for connecting with prospects but you need to have a clear plan. And remember, social media marketing is not a popularity contest. It isn’t the number of fans or followers but the quality of the connections and the way you interact.
  5. Hire a digital marketing firm to help you out. Sounds like a self-serving step but pause and consider. What are you good at? What do you enjoy doing in your business? If managing your website and your digital marketing is not high on the list, then why not turn to the pros who do enjoy it and are good at it?

Whether you are struggling to hold the line, growing like crazy or somewhere in-between, staying engaged all the way to the end of the year will yield benefits both for 2021 and to launch 2022 off to a strong start.

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Turn Your Digital Marketing Around

What Is The Core Of Your Digital Marketing Campaign?
What is the core of your Digital Marketing Campaign?

The core of digital marketing is your website. It is your website where you have the most control. You can publish content about what you do, what you offer, any special events or sales you have, interact with customers and pretty much whatever else you need it to do.

Other web sites might opt not to share your content or run your ads. Social media sites might change how their advertising works or what you can and cannot post. But you have control over your website.

So that is the starting place. But as you begin to build out a digital marketing campaign, the obvious first step is to set goals for your campaign. And those goals should be clearly defined and measurable.

The following are not goals for a digital marketing campaign:

  • I want to make my site look better.
  • It should have more pictures
  • I want to get more likes*
  • We will have more followers on Facebook*
  • I want a lower “bounce rate”*
  • I want to drive more traffic to my website.*
  • Can we make the pictures bigger?
  • We have a new logo
  • I want to be ranked number 1*

But the ones with asterisks could be turned into defined, measurable goals. What does make a good goal? It needs to be clearly defined so you can actually measure it. Here is an example of a clearly defined, measurable goal:

“We will get three qualified leads each month through our social media marketing campaign.”

Now we have a goal that we can measure and we can begin to lay out HOW we will reach the goal.  For social media, you must provide VALUE to the reader / viewer. You want to capture their attention and move them towards a Call to Action. You often seen tantalizing headlines online like “This Simple Trick Will Close the Deal Every Time”. While they are often bordering on the ridiculous, they keep doing them because they work. We’re not suggesting you go the ridiculous route but you can learn from these to make your headlines, images and content highly enticing and clickable.

The following are good goals for a digital marketing campaign:

  • We will get 10 more likes each week for our corporate presence on LinkedIn which will give us a wider audience each week and from which we will convert three of these into customers each month.
  • We will have 25 more followers on our Facebook account each month and increase click throughs to our website by 10 each month (this should be teased out a bit further even – . . . to our website by 10 and increase ecommerce sales by three customers)
  • People aren’t really going experiencing our site. We will lower the bounce rate and increase engagement so that we get more subscribers to our newsletter.
  • We have a conversion rate of .1% (we get a new customer for every 1000 visitors to our website) so we want to increase our traffic to 10,000 visitors a week so we get 10 new customers each week. We will accomplish this by being ranked in the top 10 for our five best key phrases.

As you can see from all of the good goals, we want to ultimately send visitors to your website and it is from there we need to convert them – whether conversion is making a sale, getting a form filled out, getting another newsletter subscriber or whatever your conversion point is.

So with your website being the center, your first step in digital marketing should be to make sure your site is optimized for conversion and that you are measuring the rate of conversion. With that baseline established, you can then set goals for any other campaigns you create and understand the value they are bringing.

Do you need help setting up your digital marketing? Give EduCyber a call at 303-268-2245 – ask for Brian.

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Five Hidden Reports in Google Analytics that Every Business Owner Should See

Reports In Google Analytics
Five Hidden Reports in Google Analytics that Every Business Owner Should See 12

Every website should be using an analytics package that tracks what is happening on the website so you can make intelligent business decisions about how web visitors experience your website. Google Analytics is probably the most popular, in part because it is free. But it can be intimidating finding the data from reports in Google Analytics that you need to understand what is happening in your business.

Because there is so much data and because Google is continually updating the package themselves, it is important to know where the hidden reports are so you can get to them. Below are the five reports in Google Analytics every business owner or website manager should be paying attention to.

Before you start looking at reports in Google Analytics though, you need to have enough data to understand what is happening. We normally start with a year to date report – in the top right corner you can select the start date and end date for your reports. If you’ve been using GA long enough, you can even do a comparison to the previous year so you can detect trends that way.

The obvious reports of Audience Overview and Acquisition Overview are not the topic for today – but they are important reports you should review. We’re going to look at the five hidden reports that can unlock the secrets of how people are using your website.

Reports in Google Analytics:

  1. Events Overview. Found under the Behavior tab, this report reveals specific actions that users take on your site including if they clicked a “mailto” link which is typically used to send you or someone at your organization an email. If you have pdfs or other downloadable files you can also see how many (and what) they downloaded. If your site is coded properly for clickable phone numbers, you can also see how many people clicked to call. And you can also see how many people clicked a link on your site that took them elsewhere.
  2. Outbound-link Report. Closely related to the first report, the Outbound-link Report can reveal where people go when they leave your site. This report is found under Behavior -> Events -> Top Events -> Outbound-link. From here you need to look for Primary Dimension (between the chart at the top and the data below) and click on Event Action. Lots of sites, for example, have their social media icons on their site. This report can show you how many people actually click those links. Or if you have referral partners or members and there are links to their sites, you can show them how much traffic you are sending their way.
  3. Mobile Overview. This report can be found under Audience -> Mobile. It is critical to know from a design or usage perspective, what device visitors are using when they visit your site. Is it a computer? A tablet? A phone? What is the breakdown on these? If you look at your website a lot on a computer, you might think it is working pretty well but then find out that your users are mostly on their phones. Don’t make the mistake of focusing on the wrong medium. This mobile overview report can save you from making that mistake.
  4. Queries Overview – this report and the next require that you have connected your analytics to the search console but if you have, ooo boy do you get some good data. The Queries report is found under Acquisition ->  Search Console -> Queries. This delightful report shows you not just what is happening on your site but what Google understands about your website. You see the terms that people have actually searched for when Google thought that a page on your site is what people are looking for – this is called Impressions. This doesn’t mean someone clicked to your site, just the number of times the site showed up somewhere in Google results. You can also see the number of clicks – from Google to your site – which leads to a click through rate. This report also shows you the average position of your site for that search – hint: if you aren’t in the top 10, you probably aren’t going to get many clicks.
  5. Landing Pages Overview. This is the juiciest report you will find. Much like the Queries overview, it shows the number of impressions, the clicks, and the average position. In most instances, your home page is the top page signified by “/”.  You will be able to see how many impressions the home page received and how many of those turned into clicks. The interesting part is you can then click through to see what terms people were searching for when your homepage appeared. This report, in particular, can reveal a lot about how both Google and visitors see your site. If the terms don’t match what you do or what you offer, you might need to rethink and rework your page or site.

Don’t get lost in the data. There is a lot and Google has recently released version 4 of their analytics which will likely change how to access these reports in Google Analytics. But do pay attention to the data. If you don’t you might find your site is not helping you grow. To get a complete understanding of your digital marketing, you need this data.

And if your site isn’t helping your grow or you are troubled by the results you see in any of these hidden reports, we’re only a phone call away at 303-268-2245.

Because we are the power behind your website.

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