Improving Ad Copy Conversion - #seopodcast 226

and welcome to the seo podcast unknown secrets of internet marketing my name is chris burris and my name is charles lewis man i'm speaking so slow you cut me off i am the owner of ewebstyle go i don't know if i can continue in that language all right uh so it is go texans day go texas day something like that rodeos kicking off here in houston they had the barbecue cook-off they had the you know it's go texan day i don't have any cowboy hats but i do have a texan hat so this is the time of year where you can actually drive around the freeways of houston and see trail rides like horses and carriages and boys being pulled and chili cook-offs and because you can see horses just by driving around period or definitely uh i was gonna say who was the client uh bonds bonds mara bonds mara yeah definitely see those but um um but yeah so go texan day all right this is podcast number 226 uh as always from our previous podcast the tip is three the three best blog comment practices first respond to comments two delete spammy comments three if good questions are asked create a new blog post based on the questions yeah comments you know user generated content usually comes from comments and comments can be good or bad depending on how you moderate them unfortunately most people don't moderate them they leave their wordpress blog open or whatever type of blog it is and people post comments comments comments and then you end up with a long list full of uh spammy bad comments and that's not a good idea what you want to do is moderate those that they're full of spam and backlinks and things that have no regard or anything to the content you posted delete those those are called spam if people are actually asking pretty good questions and you can answer that question and it's still related to that article then respond thank them for asking a question and

respond however if somebody's asking questions that you could really go into enough detail about take that opportunity to create a new post link it to that blog post and even reference the new blog post in that comment that way that person can read it click it and proceed to absorb the new content you just published see that sounds like a good experience to the google user right like i read an article there's some dialogue about it then i got some stuff hanging off here then then i uh then i look at the comments and then there's a comment that actually looks pretty depth and involved and it actually leads to another article wow that seems so content marketing yeah seems like the right way to go all right please remember we are your friendly local neighborhood top position snatchers where our mantra is don't be a douche that was good i like that a little twang in there too uh if you can tweet now you've got one of these devices it's a cell phone that i'm holding up if you guys uh aren't watching you can tweet uh hashtag seo podcast this is number 226 be sure to tag us in it at best seo podcast at ewebsstyle that way we can follow you back and do all of our social networking stuff uh there are three ways that you could help us you're probably wondering how can i help these guys they're so entertaining with their southern accents and all uh but you can do three things you can do one of them has three tasks it's go on to itunes create an account write a review if you choose to send us an email i think my voice is what write a review send us an email uh podcast at e dash webstyle.com the other thing you could do is you could go to our g plus local page we've made it really easy for you get to get to our g plus local page here's what you want to do you

want to go to e dash webstyle.com slash google plus or slash google plus or slash g plus or slash g plus uh that's that's the way you do that i'm getting some tweets that i'm interested in um when you go there though i want you to do several things right put us in a circle maybe maybe a circle maybe called internet marketing or top position snatchers anything like that give us a plus one and then um and of course uh follow us back that way we can link up with you the other thing that you can do give us a review that's what i want you to do add a review there that's the most important thing give us a review and if you give us a review it should be five stars the next thing that you think of a cowboy way to say five stars i don't know i don't know what nasal got all that is like yeah i'm channeling willie nelson um uh the other thing that you can do go to facebook our facebook page is facebook.com slash e webstyle and on that page you can write a review there's a little section right over there on the right you can write us a review there you should also make sure that that review is five stars all right we have a referral program you send us a customer they pay their bill we pay you i'm going to keep that simple you can get a free website analysis all you need to do is go to e dash webstyle.com and you will find a form somewhere where now speaking of that let me comment on this right now our current site ewebsstyle.com if you go there in our right sidebar you'll see this uh free website analysis form and right now it's on every page uh in about a week we're going to be reading we're going to be launching our redesign site and so we i want to get some feedback from you guys in regards to uh

our website analysis we're debating on giving people an option to click and then fill it out or hover and then the form pops up and then you fill it out and so uh we will launch that then we'll tweet and post about it and we'll probably have a big podcast party uh but i'll be looking for your feedback podcast at e dash webstyle.com and and tell me what you guys think cool let's get right into some reviews this is one actually he submitted reviews on some of our other locations this one is actually on itunes it's by shark technology this podcast is a goldmine no we've read that one already it sounds familiar and i thought and i knew we had seen from him uh by the way punch in the face to shark technology shark jacob to jacob punch in the face patiff all right let's hop into another one uh this is on our g plus local page i have listened this is david jameson i've i've listened to other podcasts about seo that promise a lot and deliver nothing i listen to chris and charles every time i am in the ute driving from sydney to canbury i'm assuming that's the outback or maybe the freeway that's the world's most boring drive made even easier by us best news is i can now hear it without having to sit beside the speakers yeah that's what's up yeah thank you we did get our sound improved i have zero seo experience however like most things with a smart small startup i cannot afford to pay other people just yet to improve my ranking the good news is is that i have improved my google organic impressions by 11 percent and my organic clicks are up nine percent this month i haven't even had time to carry out ten percent of the tips that i have learned through listening to ewebstyle thanks for the podcast it has kept helped keep me on track towards my online vision punch in the face to you david

and you know what's cool about that um he mentioned these organic impressions right you know webmaster tools is now showing you search queries which which shows you how many impressions you're getting and and that's really one of the only ways you can kind of figure out what keywords you're ranking for because of the not provider situation and so kudos to that because we had a client in today who didn't understand that higher impressions means your ranking is going up because you're being seen more and that explains the 9 percent increase in clicks so punch in the face to you david that's what's up excellent wesley brown says awesome podcast guys i learned so much about seo from you informative and fun yep infontainment s wesley brown wesley brown says great seo podcast i always learn so much from you guys thanks you're welcome over the top face punch in the face man you're getting getting nice with these people mark for go it says great podcast and valuable info do not forgo the punch in the face uh arabelle martin love love your podcast thanks so much for all the great tips and great laughs you're the only podcast i listen to on a weekly basis punch in the face to arabelle jesse pierce hey guys okay here's a long one here we go hey guys i've been i've been away for almost a year due to shifting interests i know sorry yeah well kick in the shins you're back we'll take it back uh but i'm back listening to you i know that good seo has shifted to creating quality shareable content not that i'm going to focus my efforts on old seo techniques but i'm wondering if the old techniques like form signatures blog comments directories social book markings uh article websites and press release sites have an effect on at all on ranking i'm sure they have less than effect than before or have they been totally devalued by google and bing and are they just a waste of time thank you

again for all your help two huge ass punches in the face to both of you thank you punch in the face to you jesse um let me answer your question they do have some value but the key is making sure you're doing them right now because if you do them any kind of way wrong like anything suspect spam you about it uh then they will have a negative impact more than they have a positive impact uh because the form signatures and links back to you if you're doing that don't use anchor text all right that'll that'll get that's a big no-no and so the the tactics necessarily haven't changed how you use them has so unfortunately when that was kind of popular anchor text was the big deal now you can still do that but use your website name as anchor text or use your company name or click here or something like that but don't don't use your main key phrase as anchor text when doing that because um that that won't work for you the blog comments we were just talking about actually um those work well those are more for like user conversions and things like that i don't believe they're going to have much assistance in in your site ranking though yep uh finally we've got kevin clouch these guys made this subject much more entertaining and easy to listen to than i had ever anticipated the moment i heard don't be a douche i knew that i had found my mr miyagi of search engine optimization we could do a chinese southern accent uh keep on doing what you do fellas kevin punch in the face to that's what's up fellas he knew it was texan day so they're gonna read it on texan day no that's true all right so here we have uh just a little bit of news i've got two pieces uh mobile apps overtake pc internet usage in the u.s mobile apps overtake desktop pc usage yep so i believe that it's interesting that they

broke out web browsing on from cell phones versus apps so that's like your facebook app your twitter app your pinterest app or whatever so it says 55 percent of traffic was mobile 47 was apps 8 was browsers i could agree with that that's pretty cool right and then fine i just think this is interesting snow leopard which is a mac os right and xp which is a microsoft os are about to both in support very shortly oh yeah you better upgrade yeah time to upgrade not online windows 7 i don't know what windows 7 sounds like except damn it well that's what this is the sound of i actually like 7 yeah 7 is actually really good yeah i like 7 this and 8 is that's that's what 8 sounds like not really sure all right that is the potatoes of our podcast time to get into the meat so today's meat comes from search engine journal punch in the face to uh sujan patel posted an article seven simple ways to improve ad copy conversions and i really like this article because i've been doing a lot of ppc lately um a lot of different ad groups a lot of testing and things of that nature and so uh let's get right into it um we have some pretty good points here uh so the first technique is tweak your headlines and that's key she goes on to say headlines are essentially the uh the are essentially your most make it or break it pieces of copy and this is so true you understand with the with the headline especially in a in a in let's say uh a ppc ad the headline is the first thing they see frankly not even in a ppc ad but in a surf result that title is also the headline that they see when looking at the results that's your first opportunity to sell them that's the first opportunity you have for them to understand what they'll get when they click on your link and so it's

very important that you take advantage of that headline tweak it if you're getting traffic or maybe you're getting tons of impressions and and not clicks really tweak your headline because uh it probably can be improved um number two focus on the benefits um this is key you know in uh kind of sales sales 101 was all about fab i remember going through classes of feature advantage and benefit right and so in regards to an ad copy um especially a ppc ad you have limited characters and so you don't really have a lot of time to go into detail about the features the advantages and the benefits so focus on the benefit and uh and i'll use us as an example right so for example when we when we promote the podcast or or better yet even seo the benefit to you doing seo is that your branding increases you get more traffic and and those that traffic turns into leads now the features of that is that you have you know all sorts of keywords you're being ranked for and things of that nature but that's not really the selling point the selling point is what happens after the click because you're in that position yep that's the benefit you're selling business growth right yeah business growth and and and everything that comes with that and not necessarily the art on how to get there and uh and i think that's why you know that's why we grow yep so focus on the benefit uh number three answer objections um so and they're talking about inside the ad um i disagree with that slightly um depending on where your ad is if this is a banner ad uh then maybe right because you'll have enough real estate in time to do that but if this is a ppc ad uh which was which was you know was talking ppc then you may not be able to answer all the objections i will say mention that objection on the landing page like wherever they land at

yeah if your ad is focusing on the benefit then soon as they click they need to see that benefit again and immediately see the objections that they will likely have yeah and address them immediately address them graphically address them with a video address them with bullet points address them with an infographic address them somehow but address them immediately right let's see here that was number three um number four i like it i like an a b split test yeah test everything this is kind of consistent past few podcasts we've been talking about this um especially with ppc it's just that important test everything and if it's working great use that as your control and test again because uh testing is that important you can always get better matter of fact i wrote duh you should be testing everything uh number five connect with your audience right speak we talk about this a lot yeah i mean uh you have to communicate effectively with the people who you are marketing to and so if for example if your target is maybe um an urban community uh then speak that language you may it's okay to use slang in your ads if that's what your target audience is speaking yep um if you're targeting you know uh corporations and and and you know white collar type products then speak that language right don't have any misspellings don't use slang use proper grammar because that's that's your audience yeah um speak that language um number six incorporate power words i really like this one power words could be you know you are free instantly new those are power words that are inside ads that kind of draw people's attention and they make your ad seem a little better um i want to add to that and say incorporate the correct action in your ad what does that mean chuck so let's say you're you're you're running the ad to download the latest i don't know white paper right in your ad use the word download don't use the

word get don't use the word buy or whatever it is if you want them to download it tell them download yeah because that's they're looking to download it and your your conversion rate will go up um last one number seven uh improve your offer at the end of the matter she says um if you're facing ad copy that isn't converting consider the fact that your text is not the problem it just might be your offer yeah at the end of the day your ad your offer could just suck yeah right i mean you may need to go back to the drawing board and regroup what you're offering because um it's not competitive everybody else is doing it frankly your competitor may be doing it better than you and so your ad just is not your offer is not really working go back review your list of products and services come up with something new and then and try to market that and hey i have an idea why don't you a b test your offer yeah definitely create several offers and they be testing so shout out to susan uh patel searching the journal great article um i'll post that on facebook and uh we'll tweet it and everything else cool just to make sure you guys know how to follow us you can follow us facebook.com slash e-webstyle twitter.com slash e-webstyle youtube.com slash e-webstyle and finally you can send us an email podcast at e-webstyle.com dot com dot com all right i guess a yahoo yahoo it's perfect right yeah we got to get one of those in there um y'all come down to texas and check out the rodeo by the way you may not know this it's i think it's the second largest rodeo in in on the planet it probably is i think the alberta one might be we're like in competition with canada that's kind of just feels wrong yeah a cold rodeo yeah it's like it's the ice rodeo which is infinitely more entertaining when you're trying to rustle

cattle on ice i'd pay to see that yeah i'd fly to canada and pay to see that um do we have we got some what right a little bit of what all right here we go what man so this what goes out to michael jordan one of my favorite you know first greatest player of all time in my book uh and when and i and i wear his damn good shoe it makes a great shoe and which that's what this what about okay and in 2013 right he grossed 90 million dollars from from nike wow just from nike right not all the other endorsements not just nike 90 million from nike okay jordan's sold 2.25 billion dollars in jordan dollars okay the next closest one was 300 million wow and that was exactly whoa what yeah wow so yeah punch in the face to jordan i feel like i could almost contributed to that i thought about 2013 i was like man i bought two pair of jordan's i bought a hoodie i bought a couple t-shirts some socks yeah my next order should be free and so yeah come on hook us up jordan so that's it man that's cool that was our what that was our show thank you guys for tuning in for the best seo podcast and internet marketing podcast on itunes on the known planet on the universe in this galaxy in canada rodeos yeah even the canada rodeo listens to our podcast uh thank you guys and and actually we're the most popular because of you thank you guys so much we get great reviews we really appreciate that we've worked hard to get the sound quality back up uh i actually got a cowboy hat by the way this is probably the third time i've ever worn this what's interesting about our rodeo is everyone goes out and buys brand new rodeo clothes so you end up with like brand new fresh wrangler jeans yeah so uh that's kind of what the real cowboys make fun of when

they come here um thank you guys for tuning in this has been it's it's a pleasure to do this podcast it's a pleasure to get the feedback until the next podcast my name is chris burris charles lewis bye-bye for now