Easy Tips for a Great Call to Action - #SEOpodcast 257

Hi, and welcome to the SEO Podcast, Under the Secrets of Internet Marketing. My name is Chris Burris, owner of eWebStyle. Hi, I'm Charles Lewis, your internet marketing specialist. Welcome back to another fun-filled edition of our podcast. This is podcast number 257. 257, as in 257. That's a lot of podcasts. Yeah, that's right. We have done this a lot of times. Yeah, that's about almost four years worth of podcasts. Wow. As always, there is a tip from our previous podcast, and that tip is, when generating content, make sure it is relatable, relevant, original, and timely. Timely, timely. When you're generating content, you want to really, in order for your content to hit the sweet spot, so people engage with it, it has to be relatable. People who visit your site need to understand and relate to the content. Needs to be relevant, right? Is it what they're looking for? Is it relevant to the time and the day and age that people are using? Is it even relevant to the devices being viewed on? Right. Right, is it timely? Don't give me no outdated content for something that's three weeks old. It doesn't help me, especially if you're talking about an algorithm or maybe a sporting event or some Ebola news or something like that. I need to know that immediately. Yeah. And so if your content can fit into that shell, you have a higher likelihood of getting better conversions, higher engagement. If you want a little more details on that, go back, check out our last podcast. Or 256. Please remember, we are filming live in Houston, Texas, and we are your friendly local neighborhood top position snatchers. Where our mantra is. Don't be a deuce. Hey, a little bit of teaser. Today we've got a great question, great show coming up. We've got actually a couple of good questions. I've got some great information that I just learned last night or confirmed last night. So I want to talk about that. And we've got the content, man. We're talking CTAs today, how to

improve those. So stay tuned for that. Before we get into that, if you're in a position to, you have a device, you're next to a device that can actually tweet, what should they tweet? You should tweet what you see behind us if you happen to be watching. Hashtag SEO Podcast. Be sure to tag us in it, at BestSEOPodcast, at eWebStyle, that way we can follow you back and do all of our social networking stuff. Excellent. If this is the first time you've listened to this podcast, welcome, enjoy it. We'll be getting to the meat soon. Thank you for coming. If you've heard this podcast before and you haven't done one of four favors, we ask you to do that, maybe not now. If you're going to do it now, hit pause. If you're going to do it a little bit later, great. We'll really appreciate it. And those things are, first, could you write us a review on our G Plus Local page? Yeah, we'd really appreciate it. If you're an SEO, you know that G Plus Local reviews have a lot of value, so you would be doing us a nice, small, and powerful favor. A huge favor. So it's a little favor on your part, a big favor for us. Got to make that clear. And we made it easy to get to our G Plus Local page. All you have to do is go to e-webstyle.com slash Google Plus. Or slash? G Plus. Or slash? Google Plus. Or slash? G Plus. Next, you can go on to iTunes. There's three steps. Go on to iTunes, create an account, write a review. Hopefully, you'll make that review five stars. And if you choose to, you can send us an email. Next, you can go to our Facebook page, facebook.com slash? E-webstyle. When you get there, you can find the review section. It's over there on the left down. Click the five stars, write us a review. We will much appreciate it. It prevents me from putting on a tear tattoo. You'll notice there

is not one today, because we have a review. Next, you can go on to Stitcher. Stitcher.com. What you could do, the easiest way is to do it. Go to e-webstyle.com and click Stitcher in the right sidebar and follow the prompts. It's pretty simple. First thing you'll see is write a review. So, those are the four things. You can haunt us, stalk us, harass us. There are lots of ways to do that. Facebook.com slash? E-webstyle. YouTube.com slash? E-webstyle. Twitter.com slash? E-webstyle. And Instagram.com slash? E-webstyle. All of those. If you are a PHP expert, programmer extraordinaire, also good at WordPress, we need to talk. We're looking for people looking to work with world-class experts. Our phone number is, and the phone number for submitting that audio resume is 713-510-7846. As you can tell, we are a fun environment to work in. We're going to skip that until the end. We've got free website analysis. If you go to e-webstyle.com, you will find a free website analysis form somewhere. Fill it out. Send it in. If you're really in a hurry to get it, make sure you reach out to us. It's not a problem. Do you have any AlgoCat? Yeah, I got some AlgoCat. All right, now for our favorite segment, the Algorithm Cataclysm. I'm sure Dean's going to join that one. Don't fall over, Dean. So, interesting AlgoCat. So, a couple weeks ago, Google started rolling out Penguin 3.0. Right. Right. But they did release a statement that it would take several weeks for this rollout to happen. And so, this is just an update. It's still rolling out. It's been 22 days since they started the rollout. That's a big rollout. Yeah, and it's still going. And so, I think the message here is that you still have time, right? So, if maybe you were participating in some bad link building practices and things like that, and your links are kind of spammy and not relevant or not kosher, now's a good time to remove those while they're doing this rollout. So, that way, if

indeed you get them removed before that rollout and that refresh happens to affect your site, you could benefit from what happens by improving your site. Yep. What you don't want to do is allow them to finish, and then you get deranked, and then you make those changes, and then you have to wait until they refresh again before you can hopefully bounce back. You do not want to... Take advantage of the long rollout. Penguin smackdown. That is not a good thing. So, stay away from it. Cool. That's our algorithm cataclysm. Next, we've got... You know, there's no tear tattooed, because we got a review. And this is pretty good. This is from Tidal, the guy's name or handle is Internet... No, the actual title of the review is Internet Director. It is a five-star review, and it is by Kayak Pau, P-A-O, Kayak Pau, from the U.S. And it reads, I have been a listener for a long time. Thank you. Started subscribing around Podcast 110. Ooh, you missed a lot. I have downloaded and listened to all of them. Oh, you got caught up. They have always provided current and relevant information on how to better your digital marketing. The potatoes are great, and the meat is always edutaining. These guys are willing to answer questions and provide advice. Round one, knockout, potatoes. Man, that's what's up, Kayak Pau. That's awesome. Appreciate you tuning in. Thanks for your support, man. Thanks for subscribing. I'd be interested in hearing what you... A couple things. The differences you noticed in Internet marketing, because if you listen from 110 up to 257, then you are fully aware of the differences. And also, just the improvement you found in the podcast. Yeah. Right? I'd like some feedback on that. From 110 to 257, sound has changed, video changed. Right. The camera changed. The laptop changed. The mics changed. A lot of stuff. How you do a podcast changes. Yeah. So, that's a little teaser for what we'll be talking about soon. In the second here. Yeah. Exactly. A little

bit of news. I just... Only two pieces, because we've got a lot to cover. Microsoft Word shoots to the top of the Apple app charts. Of course. Right? I think it's free. It should be. And I read an article about how the new CEO of Microsoft is actually... I'm like, it should be. The new CEO is changing a lot of things. Like, they've actually launched things undercover, that band that we covered last night. Like, nobody knew about that. And Microsoft is usually, or in the past, wasn't good at keeping those things a secret. So... Yeah. You know, he came out and said that, yeah, we probably won't overtake Google anytime soon. Right. In regards to search. Well, not if you fire the guy who's on top of it. True. True. Next. I just thought this was super, super cool. You know bats, they use sonar to find their food and their way around areas. So, apparently, when you have two bats going after the same mosquito, one bat will use its sonar to jam the sonar of the other bat. That's awesome. That's cool. Right? First off, how did you figure that out? Like, for sure. I'd love to see the nuances of that experiment. And it's cool. You know, it's really not surprising. It's kind of like you and I are running after some sort of rabbit, and I'm like... Yeah, you have to. We're competing for the same goal. I need to stumble you somehow. Trip the ankle. So, bats can trip ankles. That's... I wonder how the other bat feels. Like, ain't that some... Oh, dude. He lost a finger. That's not right. That's not... He lost a finger. I'm going down. I'm going down. Oh, that's awesome. All right. So, let's see. So, that is all the news. I got a question. You want to get in the question room? Well, I'm going to get in the question, and I got a couple of new things as well. This is actually kind of cool here. So, for those AdSense users and

people who use AdSense and Google AdWords to build extra revenue. Right. Have you heard of the consumer surveys? Right. Like... Yeah, people do surveys all the time. So, Google is monetizing them now. What you can do, if you have an active enabled AdSense account... Right. You can get into their Google Consumer Surveys. Right. There's all kinds of people who've submitted these surveys that they want people to answer. And you apply the script to your site, and before people can access certain content, they have to address the survey. Okay. Now, they don't have to answer it. They can close the box on his skip and go on and read your content. But it's an option. But if they answer the questions, you get paid five cents per question. Wow. That's cool. Monetize some surveys. Thought that was cool. Interesting news about Matt Cutts. You know, he's only leave in absence. Yeah. So, he came back the other day just to say, man, yeah, I was planning on coming back now, but I'm going to take the rest of the year off. I'll be back in 2015 sometime. It was interesting. He said, being Google's lightning rod for people doing bad SEO brings negative energy. I'm not sure if I want to get back in that. Wow. Interesting. And the last thing I thought was pretty cool. I'm actually going to have my wife download this because we frequent Walmart. Right. So, you know, the Walmart app. Okay. They updated. Right. Huge update. They allowed search my store. So, now as you're in the store, type in the product or keyword. It'll tell you if they have it in stock, how much it costs, and the aisle, and where you can find it at based on... Where you're at. Where you're at in the store. In the store. That's just awesome. Yeah. That's super smart. That's awesome. So, put to the face of Walmart for being the first to literally start bridging the gap between online and offline. Brick and mortar and app. Yeah. Bridging the gap

between brick and mortar and app. I like that. There you go. And so, that was my news. Cool. Let's see. So, I met with this guy, John Abatacola. Abatacola. Last night, maybe he's tuned in because I sent him a text message that we're going to be on there, and he used to work for another internet marketing company, and he started talking about the value of doing pay-per-click as it relates to your organic searches. And so, we get this question regularly, and there's always this assumption, and the question is, should I continue to do pay-per-click when I have first position placement? Oh, yeah. And our answer is always, yes. And not because we just want you to spend money. Yeah. Because, at least in our business model, pay-per-click makes us almost no money. It's a loss leader. It's usually, we use it to build revenue in a company so that they can start doing SEO, right? That's what we tend to do. And having said that, we also want to provide the most value to our customers, and the fastest, most valuable way to get a website to, well, the most valuable, fastest way is to do pay-per-click. And when you're already in first position, there's two things. One is, imagine, just picture it this way. You're doing pay-per-click, and you should always be doing a return on investment calculation for your pay-per-click. So, your pay-per-click is working. Otherwise, you have stopped your pay-per-click campaign, right? Your placement's improving. You're in position 10. You're running pay-per-click. Why? Because it's profitable. It moves to seven. Why are you still running your pay-per-click? Because it's profitable. Because it's profitable. Move to three. Why are you still running your pay-per-click? Because it's profitable. You move to one. If it's still profitable, should you do it? Of course. Now, not only should you do it because it's still profitable, but it turns out, and we've always said this, I just never saw specific data to corroborate this, which is that by having two positions on the first page, you have

more credibility, and your organic link gets more clicks. Yeah, because they're both there. The inherent opportunity that a lot of people pass up is the ability to test ads. If you are ranking number one organically, but you're already top bidding, take advantage of that opportunity to show them different ads for those paid clicks. Yep. Different CTAs, different verbiage, different phone numbers. This is an excellent opportunity to test the traffic coming to your site and how it compares to your organic traffic. So I just thought, we always knew it. I just hadn't seen the specific data, and we haven't just culled through our own accounts and seen that data. It was great to see it in a chart. Literally, when the pay-per-click dropped off, the organic clicks dropped off, and when the pay-per-click turned back on, the organic went back up. So that's pretty cool. John Abitacola, punch in the face to you. We'll be having coffee sometime soon if you're listening. Thanks for sharing that with us. Got another question. You want to take that question? Which one? Adriana's question? Yeah. So I got two things from Adriana. Yeah, so she hit me up on, first off, punch in the face to you, Adriana. Punch in the face, long-time listener. Yeah, but tuning in for a while, always hits us up with questions and support and just free information. She's awesome. So punch in the face to you, Adriana. So she hit me up about two things. Right. First one, she referenced Podcast 255, I think it was, and she said, tell your listeners, because we were talking about taking pictures, right, and how using real pictures versus stock photos. Right, right. This and that, right. Much better, yeah. Yeah, so she says, tell your listeners, be careful when taking pictures all the time, as we advised. For example, if the Maytag washing machine man comes to my home to repair my washing machine and takes all kind of photos inside my house, whether or not any humans are in these photos, he still has

to get home on his permission to use those photos, blah, blah, blah. And Adriana, you're exactly right, and all our listeners take heed to that. Yeah. Yes, you should take pictures. You should get original pictures, because they have inherently way more value on the internet than any stock photo you could find. Right. But, using your best interest to get permission from that homeowner. Yeah. Hey, thank you for letting us fix this washing machine. Mind if I snack a couple before and after pictures, right? Or maybe you did a yard. Hey, I'm going to take a before picture before we cut it, and then one after we've done your maintenance. Is that fine for us to post on our website and use socially? Get that sign off, preferably written. Email it to them if you can. So, that way, you would definitely see why I eat. Appreciate that. And so, the last one, she sent me an audio question as well, and it was kind of lengthy, and so we're facing time constraints, so I won't play the whole thing here. But to summarize it, she's interested in starting a podcast and long-time listener of ours, and so she asked several questions, including why are we using Ustream for the live broadcast? What benefits have we found in using Stitcher, let's say, over a SoundCloud? And she actually asked, why do we use Stitcher? And I want to clarify that. So, that's one thing that we want to make sure we clarify. And so, I mean, at the end of the day, one of the things we have to keep in mind, Andrea, and all of those who listen and watch or download this podcast, is that our goal is to provide this information really quickly and post it really quickly, which gives us just literally just no edit policy. And so, if you're watching the live video, it literally starts when we hit record, and it stops when we hit stop. And when you listen to it, same thing, other than the intro and extra

music. Other than that, that's it. There is no editing. There is no splicing. There is no adjusting. When I say something stupid, it goes into the podcast. Yeah, exactly. And when I laugh at his stupid stuff, that's there as well. It's all there. And so, I said that to say this, that's one of the reasons why we use Ustream, right? Because although we will likely migrate to Hangout or something like that, we've been exploring those options. But because it was simple, it was free, and it integrated directly with YouTube and uploaded those. Yep. Just made our process simpler. Well, so, and Ustream doesn't integrate, well, it integrates with YouTube, so we get the video on YouTube really quickly. Yes, we don't get the video up. Then we pull the audio, and originally we pulled the audio out of the video file. Now we record the audio separately. Separately. And that actually goes on Podomatic. So, I don't even know if Stitcher is a hosting platform. Yeah, we're not hosting them with Stitcher at all. Or iTunes. Stitcher just happened to be the most popular podcast Android app. Right. And so, most of our Android users were using Stitcher. They actually brought that to our attention. Yeah. So, we actually use a service called Podomatic, and I don't know how it compares to SoundCloud if it's just a place where you can find out about podcasts, or if SoundCloud is a place where you actually store the podcast. Yeah, SoundCloud, to answer that question, wasn't out 257 podcasts ago, not in the capacity it is now. And so, we will likely incorporate that moving forward as well. SoundCloud is great for MP3 hosting, podcast hosting, and any type of audio files. And sharing them is cross-browser friendly, is social platform friendly. SoundCloud is definitely the way to go. If you start, I would go there. But we just, it wasn't, there wasn't a SoundCloud when we started. And so, we actually were hosting the files on our own server in the beginning, and then I found

Podomatic, and we moved them over there and started uploading them over there. And that's been a really good service for us. So, you might want to... Hopefully that helps. Yeah, double check that. Let us know. Make sure you send us a link to the podcast. I love to check out what you're talking about and everything. Excellent. All right. And so, finally, we've got this one email. It's a pretty long email, but it has a pretty simple, short answer. So, let's get into it. This is from Arbel Martin. It says, I have a pretty urgent question. He's the director of marketing at a company called Vistamatic, who manufacture privacy glass for healthcare settings. So, that's the glass that goes on the monitor to make sure people can't look at it from the side. I've been writing some knowledge-based articles and posting in groups in LinkedIn. We're actually having a really good response. Great to hear. LinkedIn groups can work well. We need to do that more. But one of the groups is international, and we've been getting a bunch of visits from Russia and similar countries from the article, which was good until now. Because we have Lucky Orange Tracking, by the way, I don't even know what that is. Yeah, some analytics. I'm assuming, yeah. I've noticed that we've started getting quite a few hits and even form submissions from a site called anti-free.ru and paradise.net. I went to these sites only to find out- It sounds like spam sites. Yeah, doesn't it? Like, ooh, don't click that link. Only to find out that someone had posted the direct link to our sample page on these forums and wrote that we could get free samples. This is not at all true. First off, we don't give free samples. This is not good at all. Oh, this is not good at all. And also not at all true. That's my own little snippet. First off, we don't give away free samples. It's a very specific product for architects and designers. And I don't want Google to

think that we allowed these links. What should I do? I don't want Google to recognize these links as spam and penalize me. And I also don't want my stats to be messed up because of all the visits we're getting. On top of all that, these people are filling in bogus information, even though we have a capture on every form. Any ideas? I could really use your help and expertise. Thanks. Punch in the face. Always five stars. In that high-pitched voice. Oh, look at that. I know. I did it right. So, one kind of contradictory statement he made here, he says, I don't want my stats to be messed up because of all the visits we're getting. On top of that, these people are filling in bogus information. So, my question is, how valuable are those stats, right? If you're getting visits and so the numbers look good, but at the end of the day, it's bogus information and then not turning it into qualified leads or business, then I would say those stats probably don't have much value and I wouldn't worry about that, frankly. So, a couple things. We talked about this and here's the plan. You got it? Well, I was going to say that was the first part. If, indeed, there's valuable traffic there and it's worth keeping that link, then go and revisit the content on that page. Hey, we don't offer this sample anymore. If you're interested in this, click here, blah, blah, blah, maybe a video or something like that to educate people who may be going to that page. Maybe move the form lower. Like, normally, we'd say move it up to get submissions, move it lower so they have to work a little bit harder and so it's just customers. And, fundamentally, if that, I mean, here's what we say, one, you need to disavow those links, right? Exactly. So, get into Webmaster Tools, disavow those links. If that page isn't that valuable to you in terms of inbound links or whatever, just change the name of

the page. So, not only do those links go to a dead page, but you move it. Now, you may not want to do this for a whole, I mean, there's a ton of reasons that you might not want to do that. And, in that case, you, you know, start taking steps. Redirecting the URL or you got options, right? You can create a whole new page name and redirect it somewhere else. That way, you don't lose any link juice from it, per se. But, if you have intentions on disavowing that link, then all that link juice associated with it will be gone anyway. Right. So, I think you have to really figure out how valuable is the content on this page, how valuable is the clicks coming from that page. If they're not turning into business and you don't offer that anymore, it's probably easier to just get rid of the page. Yep. That would be a surefire way. All right. Cool. Well, that's all of our questions. That's all of our comments. That's all of our reviews and news. That's, did you have anything else? That's it. That is the potatoes of our podcast. Now, into the meat. Into the meat. So, like I told you earlier, we're talking CTAs, man. I want to give a punch in the face to Bill McCraffrey. McCraffrey. Yeah. McCaffrey. That's right. McCaffrey. There we go. He put this article on Search in the Journal. Thought it was pretty cool. Hook, line, and sinker. Seven tips for killer. Call to Actions. I like that. Seven tips for killer. Call to Actions. Now, one thing I peeped when I was reading the article, that he really did this article from a pay-per-click perspective. Okay. Right, CTAs and that. And so, which is cool. Right? You definitely need to spend a lot of time on your CTAs in a PPC campaign, but most of his tips, I think, would work, period, across the board, whether it was a PPC campaign or a social campaign or traffic from an organic link or

whatever. However they got to your site, that CTA is still important. So, he starts off by saying, you know, what is a call to action in regards to marketing? Your call to action is part of your advertisement that tells your target audience what they should do when they click on your PPC ad and hit your website and or landing page. Um, and I agree at the end of the day, that call to action is whatever action you want them to take, wherever they come from, right? If they come from a paid ad, then maybe you're marketing a specific service or product and therefore you have a specific call to action. Uh, maybe they're coming from, um, some organic search somewhere and they land on your homepage. And so you have a couple of different calls to actions there that could be suitable for what they're looking for. But that call to action is what it, whatever it is. If it's scheduled a consultation, maybe it's download an MP3. Maybe it's a subscribe to a newsletter, whatever that action is, um, that's your call to action. So number one, he says, um, use a strong command verb to start your CTA. And so he goes on to say, let your audience know exactly what you want them to do. Don't, don't dilly dally with them. And what he means by that is, is give them an action word. So for example, if this is an e-commerce site, uh, your CTA may start with the words buy or shop or order or something like that. So that way those people who read it prior to the click, they're already understanding what they're about to do when they click over or maybe, maybe it's a newsletter or something like that. Then you want to start your CTA with words like download or subscribe. And so using, using a strong action word, uh, is key to really putting people mentally in that position to, to follow through on the, on action it is that you want them to take.

Uh, number two, he says, uh, use words that provoke emotion or enthusiasm. And I kind of like this when he says, um, if your CTA is enthusiastic, then your audience will be enthusiastic too. Um, like for example, buy now and get 50% off, right? Kind of enthusiastic CTA. Um, what I, what I'd add to this, I'll say, find the pain that they're using. What service, what, what pain does your service solve? Service or products. You know, what, what, what's problem or issue does your service or product resolve? Find that pain and include that in your ad. You know, for example, um, um, taxis is coming up. So TurboTax, you have a lot of ads for them, right? Right. It's not the fact that your taxes are due and somebody has to do them and you have to pay this money or, or you may not know how to do it. They're saving you time and simplicity because this software is so easy to use. Yep. That's their pain and that's their advertising message. And so, and, and that's why it's successful when they get lots of people using them because if you, they're highlighting the emotional fact that we can save you time and money. Yep. They're, they're catering, they're, they're, it's called with them. What's in it for me. What's in it for me. They're marketing. What's in it for me. And that is, oh, I'm saving time. I'm saving time. Exactly. Uh, number three, he says, uh, give your audience a reason why they should take the action. Talking about the USP. The USP is arguably one of the most important pieces of acquiring new leads. Creating a nice USP slash CTA mashup is a great way to increase clicks. Um, and I totally agree. You have to give people a reason why. Cause at the end of the day, you're, um, they probably looked at your competitors as well. You can figure out what makes you stand out afar from them. And, and your USP does that. Um, you know, maybe, maybe

your USP give people a reason why. So maybe your call to action is, uh, uh, request a consultation today. That's cool. But maybe if you request a consultation today and receive same day service right now, there's a CTA and a USP, something unique about why you should get this consultation. And so come up with creative CTAs you can use to improve. I mean, USPs you can use to improve, um, your CTAs. Number four, he says, uh, take advantage of FOMO, F-O-M-A, F-O-M-O, which is, uh, a fear of missing out. Right. Right. And so, you know, one of the best uses of FOMO in your CTA is to mention the sale or promotion. And this happened to all of us. It was an expiration date. Right. Yeah. Limited time only. Get it while supplies last. You know. Only three. Offer ends at nine. You know, whatever it is. Black Friday, only three. Exactly. Exactly. Knowing there's like three cases of them in the back. But, but, you know, that, that, that FOMO is important. Limited stock. First come, first serve. Or some others that come to mind. Um, it's a huge emotion. And, and people, there's a huge percentage of people who will act on that. Who are driven by that fear of loss. Exactly. For sure. Take advantage of it. Number five. Um, he says, uh, know your devices. And I think this is key. Understanding the device that your ad is being viewed on is extremely important. He says, users searching for something on their mobile phone are often looking for instant gratification. And exactly right. A mobile phone search usually leads to a higher conversion. Especially if the page that they land on, when we were talking content earlier, is relevant, it's relatable, it's timely, then they'll likely convert for you. Um, he says, um, to create more phone call, create more phone call centric CTAs that appear on mobile devices. And I think this is, this is the area where a lot of people mess up in their campaigns. They'll maybe do

a generic campaign and send it out to desktop, tablets, and mobiles when you should be changing your mobile strategy some because they're in a higher position to convert. You want to include, be more aggressive, be more aggressive with it. You want to make people, put people in a position to call you easier. And so that's really changing your ad and using things like call extensions. Right. We're talking PPC, right? You know, rather than putting the number in your ad by using the call extension on a mobile device, they just get a button that says call. Yeah. And it's there. There is no holding it down. There's no waiting on your OS to recognize that that's the phone number and then give you the option to call it. Those problems don't happen. And you can only take advantage of that if you're proactively, you know, changing your ad to target for mobile devices. And so I added this to it. You know, since you understand that you may be getting mobile traffic, link all your phone numbers that are on your site. Right. Make sure that they're linked to the phone number tags so people can tap to call them. On your mobile ads, use different words. Use words like tap or swipe and things like that. The same actions that people take on a mobile device. Yeah. You have to cater to what they're doing. All right. Number six. And this one was kind of cool. He says, don't be afraid to get a little creative. I always love that. Yeah. Creativity is always a good thing. And I like some of the creative examples he gave. As long as you test and measure it. You have to test, man, because you can be too creative and run off a lot of people, which he talks about as well. But he says, look, the only way you will absolutely know if something will work for your account is if you test it out. Test it out. Yep. And so, you know, some of the examples

he gave was like, in regards to being creative, instead of saying, check out today's deals, you could say, you know, ton of deals right now at your fingertips. Yeah. Great for a mobile ad. Yeah, that's nice. Right? That's just fingertips. It works. Or fill out a form to get started. Or instead, a healthier life starts now. Right? Or call today for more information. Or don't miss out. We're a phone call away. Same messaging. One's more creative. One has bigger emotional attachment to it. One makes you feel like, you know what? I just might do that. One of the things I added on here and what I kind of practice when we're testing ads, every ad we create, I'll usually do two or three of the ads. And one of them, I always ask questions. Right? I give it a title. And that first line, ask a question. Second line, answer the question. Yeah. Right? First line, do you need your lawn mowed? Second line, you know, free instruments, same-day service, buy experts, call today, or whatever it is. Right? Answer a question that that user may be asking themselves and then answer it. Right? Kind of puts people like, yeah, that is the question I had. And yeah, they probably can do what I need them to do. Number seven, he says, use numbers when possible. And it's something about numbers. Numbers just tend to stand out more. People resonate with numbers. He says, if a user sees your pricing information in your ad and decides to click through to your site, then you know they're still interested because they know the price and they still click through. Right. And that's a point there. But I'll just say, not even for pricing, but just use numbers in general. Whether it's pricing, phone numbers, they draw attention. Or percentages, right? 50% off, 20% off, or $0 instead of the word free when you put shipping. Those sorts of things work. 90% satisfaction. Exactly. For satisfied customers. Numbers work. So use numbers in your ads when you

can. And the last one was kind of interesting. The honorable mention. He says, use crappy language. And I was like, use crappy language. And what he was saying was, you know, it's okay to be a little brash, right? Depending on the industry. He said, if I was on Google looking to lose weight and I saw a CTA that said, injure crappy diet today. I just might click it. Right? Right. Yeah. I just might click it. Another example. If I saw a CTA, like, your yard sucks, let us fix it. Not only would I probably chuckle, but I'd probably click. Yep. And I had the same exact thought process. If I saw those ads, I'd probably be like, okay, see what they're talking about. And I'd click it. And if the site's right, the content's relevant, the CTA's good, the USP's there, I'd probably convert as well. And so, the beauty of this is it's PPC, the target's PPC. You can throw up that ad. Google will even tell you how successful it is because they may turn it off. Exactly. If it's not successful. Or worst case scenario, after a couple of weeks of running it, you can look at the numbers and make your own decision. Yep. Hey, this ad underperformed or this one performed really well. Maybe it gets lots of clicks and no conversions. Exactly. Which could be a good thing. Then it could just be the messaging on the page per se and not necessarily the ad. Right? Yep. And so, you know, luckily with PPC, you can test those things. I did say, check the industry because every industry has terms, right, that you could use that you could probably put in an ad that people who are familiar with that industry or familiar with that product or service will understand the term. Yep. And therefore, there's a higher qualified person because they do know some insider information. So, that's it. That was a good article. That was, I'm trying to get this paperwork. Here we go. Yeah, Billy. Billy

McCaffrey, hook, line, and sinker. Seven tips for a killer call to action. Punch in the face. Punch in the face to you, dude. Great article. And I'll post this on Facebook so you guys can check it out. All right. While you were doing the meet, Dean actually chimed in and said, and I noticed this, I was doing a little research on SoundCloud. This is related to the podcast. On SoundCloud, you can't have all your data in one place. So, it doesn't give you extensive how many people downloaded the song or whatever. The reporting. Right. So, whereas in Podomatic, I've got good details about how many people viewed the RSS feed. And by the way, Stitcher and iTunes view the RSS feed. That's all they're looking at. That's how they're getting it. Yeah. And then how many people downloaded the actual, you know, the particular episode or whatever. So, thanks, Dean, for that. And say hello to Password. Oh, yeah. I love Password. So, I got a little what news. All right. Yeah. This is what news. This what news goes out to all of the overly sensitive people out here who would be quick to prejudge people. Yeah. So, Progressive Insurance. Right, right. They started a new campaign with LeBron James. Okay. They called it FloBron. Okay. And so, on the first commercial, Flo has on Chooks and this and that. They're playing basketball. LeBron has on a wig like her. Right. FloBron. Of course, yeah. I thought it was great. I thought it was funny. Sounds like fun. Yeah. I thought it was fun. And so, immediately, people start calling it racist, doing this and doing that. And I'm like, really? Yeah. Come on. How do you get from that sounds like fun to that's racist? Exactly. So, you know, he happens to be a race. And of a race. And so does she. So, in that context, I guess it is racist. Yeah. And so, part two of that, this is what kicking the shin almost goes to Jeff Charney. He's progressive CMO.

Okay. So, after, when he got the backlash from it, he released a statement. And his statement was, we've paired the king of sports, LeBron James, with the queen of marketing. Here's where my what news comes in. With the queen of marketing, Flo. For a unique digital first execution, we're calling the switch. Great plan. Great, great marketing campaign. But Flo is not the queen of marketing. She's far from it. And so, to put her in the same category as LeBron, is the king of sports. Right, right, right. Right? The Flo is not the queen of marketing. And so, I think that was just a proud CMO. I got to ask you. I got to ask you. Who would you say is the queen of marketing? Is there somebody who stands out? And so, I would argue that he might be right in this current marketing climate. Right? Like, I mean, Oprah stands out, Martha Stewart pops in my mind, queen of marketing, comparing to LeBron James. So, although I think if you say, well, that's true. Comparing to LeBron James. Yeah. I mean, even his marketing is probably actually more valuable. Although, you don't recognize him as a marketing figure, per se. Right? If you say, anyway, I can see his point, and he's the CMO. Yeah, he's supposed to say that. Yeah. He's supposed to say that. But, you know, maybe if you would have compared her to, I don't know, Tony Parker, maybe. You know what I mean? Not LeBron. Like, you know, that's all I was saying. But, anyway, I thought the ad was great. I thought the switch was a great campaign, and I thought it was funny. Yeah. So, those tend to work with insurance. And other than how we just described, not racist. Exactly. Not at all. All right. Is that it? That's it. This has been podcast number 257. Thank you guys for tuning in. And you guys, all of you all, have made us the most popular marketing, internet marketing podcast on iTunes. We really appreciate you. Dean,

thanks for checking in. We've got great questions. Adriana. Adriana. Adriana. Thank you. I get that wrong. Thank you guys so much. Until the next podcast, my name is Chris Verres. I'm Charles Lewis. Bye-bye for now. Slightly raised up. Highbrow. Highbrow. In my way.