Mersudin Forbes

PPC (Pay-Per-Click) advertising can seem like the perfect way to drive traffic and grow your business - sounds great in theory, right? But as Tony Restell highlights in his latest post series, PPC often doesn’t deliver the results businesses are hoping for. And for small businesses, that frustration when your marketing spend doesn’t deliver can be all too familiar. 👇 Take a look at Tony’s post below to learn how to avoid common PPC pitfalls. If you’ve tried PPC before, what worked for you - and what didn’t?

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Your Adwords PPC runs at £9/click. Your website converts PPC to enquiries at 2%. = average £450/Lead. Your sales team closes PPC leads @10%. = £4,500 PPC spend per sale. 👇👇👇👇 Under common metrics like this, every opportunity for discussion in the B2B sales journey is a high value commodity in its own right. Would you consider routing a £450 lead to a bot? How about 10/day? Of course you wouldn’t. Yet the vast majority of the SME webchat examples I’ll see this week are doing exactly that, using a bot-flow built to fill out back-end forms and promising “we’ll be in touch soon”. And every single one will be a lost opportunity. 👉 More conversations. The day we switched our webchat from a complex bot-flow, to a beautifully simple “I’m here right now and I’d love to help”, we saw a multi-fold uplift in webchat volume.  Every conversation routed to a live agent in seconds, with nothing missed. 👉Better conversations. We also started converting those webchat leads at a far higher rate.  Because time is of the essence when interest is browsing. 👉Increased site conversion. Webchat went from being an inconsequential addition, there because everyone else had it… to a primary medium for our highest converting web leads, and significantly improving overall site conversion. That meant we could spend more on PPC and Display traffic sources. 👉Improved outbound lead rates. It also meant we generated greater lead volumes from our email outreach, because believe it or not, email drives a higher volume of web visits than email responses. 👉The Summary Hard to believe such a small tweak from bot to agent could make such a difference in so many areas, but it’s true, we saw: ✅More conversations ✅Better leads ✅Increased site conversion ✅Improved outbound lead rates 👉And what did it cost? Nothing. It also laid the groundwork for something we saw so much value in that we ended up building a pre-optimised webchat directly into the Sopro platform.  Now layered with all sorts of slick additions like prospect recognition and personalised greetings. The results speak so loudly that we've now made Sopro webchat 100% free to all customers, just to boost ROI when using Sopro. Not a special offer, just free to all users forever. Delivered via the Sopro plugin, activated in minutes and set up to initiate conversations and connect buyers with your team in seconds. Is your webchat delivering to its potential? #AI #LiveChat #Outbound #SalesEngagement

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🔥 Your E-commerce SEO Game Plan {Part 2 of 3} Most brands make the mistake of jumping head first, into trying to make SEO improvements to their website, without taking a step back to first... analyse the performance of their website, market and key competitors. Unfortunately the Research and Analysis phase, is an area which is often overlooked, as it's critical to highlight any issues, and opportunity areas with your e-commerce store, so you can tailor the best SEO strategy for your business. That's why I believe doing a top-level SEO audit, is a must before you jump in like a headless chicken, and start making random SEO changes to your website.

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Why invest in website strategy?   If you have an average deal value of 50k and a current website visitor to high intent lead conversion rate of 0.002% (and honestly, I've seen far lower) on 10k website visits per month, your website is helping to capture 400k in pipeline and, if your cumulative win rate on high intent leads is 12%, 120k in revenue. Most of this likely from buyers you've not identified in any other go to market channel.   Increasing your visitor to high intent lead conversion rate to just 0.004% (entirely possible with the right approach) potentially doubles the pipeline captured and the revenue generated adding 1.4M in revenue over a 12-month period.   This is if traffic remains the same. Add a modest 20%-30% increase from improved performance, and place and position in search engine results and that figure jumps to 2.3M.   Compare this with typical conversion and close rates on marketing sourced leads and you might need to generate 35,000 leads per month to have the same outcome.   If you haven't already optimised your website for high intent lead generation (if you have, bravo - time for incremental tests and improvements) then increasing visitor to high intent lead conversion rate by 100% or more is often very possible. But to be confident of moving the needle in this direction you need to be strategic and intentional about every aspect of your website's make up. You need to know:   Current performance   How many visits does it receive and via which channels, which keywords does it rank for and how valuable are they, which pages do your visitors seek vs. ignore, what is the current high intent lead conversion rate, and the pipeline performance (win rate, time to close, average value) of these leads?   Positioning and messaging   Who are your buyers? What problem are they trying to solve and how does your solution help? What differentiates you from competitors or the status quo? What value prop do you offer and how can you communicate it clearly and concisely in your website's copy and design?   Structure and content   What commercial keywords represent actual opportunities to get in-market buyers to your website, and what content is required to realise that potential? Once they are there, what content is really sought by buyers on the path to purchase, and how will they get to it.   Conversion optimisation   What conversion offer makes the most sense to your buyer while still being honest, specific, and mutually beneficial, resulting in high quantities of higher quality leads that perform well in pipeline.   Hence website strategy can be incredibly valuable, since it can make the difference between a website redesign that looks loads better but has no measurable impact and, in the example scenario, a potential 2.3M in additional revenue annually.

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One of the biggest mistakes we're seeing agencies make from our audits right now 👇🏻🚩 It's nothing to do with who the agencies are targeting. It's who they're not excluding... We're seeing countless "retargeting" campaigns set up with lengthy hot audiences and NO exclusions 🤦🏼‍♂️ Anyone can get a great ROAS from a campaign retargeting all website traffic in the last 180 days (with fairly high buying intent as it stands). With the way attribution works, Meta will undoubtedly take credit for purchases that were already happening/happened. Exclusions aren't a silver bullet but it will certainly help you find NEW customers rather than dumping thousands into existing customers that were already going to purchase regardless of the social ads. ✅ Set exclusions (e.g. web visitors or purchasers) to help find new customers. ✅ Use the new "Existing Customer Budget Cap" feature to lower the amount allocated to existing customers (around 15%-20% is where we've set most campaigns to).

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Avoid these common lead generation pitfalls ⤵ ▪ Skip cold lists. Build real connections. ▪ Cover all funnel stages. Engage every buyer. ▪ Use social media wisely. Choose platforms well. ▪ Optimise blogs. Include clear CTAs. ▪ Tailor landing pages. Guide actions effectively. Ready to boost your strategy? Contact Parklink UK today! 📞 #HolidayHomeSales #QualityLeads #LeadGeneration

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Did you know Apogée Web does SEO, but also offers high-level copywriting? I ran a jazz blog for over a decade and I've been published in Time Out and Cult Montreal. Let's talk! #seo #contentmarketing #digitalmarketing

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Visualise the query profile of URLS on your domain to see if your content has too much topical dilution. This makes it MUCH easier to see if content intent is falling foul of the pages scope. I.e. You have an eCom product category & you've jammed too much content in and turned a commercial page into one with more informational queries. Also see over time shifts in served query intent - great across core updates where SERP results may shift towards another intent. This data IS retrospective when you add your website to SEO stack. We'll get the last 16 months of query data for intent mapping. 1. Sign up for SEO stack from just £25 (whilst black friday offer is in place) 2. Add your website and wait a few minutes 3. Select the website, then under data tools select URL Query intent tool 4. Viola! enjoy the data I'm producing video content that explains how to get the best out of the data, how you can analyse, identify issues and action! Intent dilution is a relatively COMMON issue that plagues pages - that dilution makes it harder for Google to understand what the core offering is and that can subsequently supress rankings for target queries! #seo #seosaas #seotools #seotips

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17% increase in revenue in a single month from organic SEO 👀 yes please... This is just one of the results for one of our clients in April. How did the team Altitude Marketing Ltd do it? Simples.... - Implementing an in-depth content strategy - Ensuring all H1s are optimised - Adding product schema to products - Applying a canonicalization tag strategy (big word alert) Are you getting the most from your SEO strategy at the moment? #seo #seostrategy #digitalmarketing

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Oh the irony! PPC agencies can't market themselves using PPC: not unless they have huge budgets. But most PPC agency owners don't like using LinkedIn (see RAVING review evidence below 😆). Because it's not data and clicks: it's relationship building and takes time. I have been coaching an agency owner on his LinkedIn over the last few months. He has just won a client that he really wasn't expecting to. How? 😊 We optimised his LinkedIn profile 😊 We offered value to his ideal client 😊 We established trust 😊 He didn't sell 😊 We elevated his profile across LinkedIn 😊 He was generous with his knowledge and his comments and his support for others. 😊 I gave him a list of the ideal people for him to connect with. 😊 I coached him through the relationship-building process. Only 10% of people on LinkedIn actually engage. So as soon as he got more active, he was noticed more. And we made sure his profile was set to encourage people to get in touch off LinkedIn (because senior decision makers often don't engage publicly) In this situation, his client emailed him having seen him on LinkedIn. He sent me this RAVING note... 😆 The new-client funnel is THE most important thing to get right in any business as if your leads dry up, your business dries up. Right? Over 70% of people who sign up to my email newsletter have never engaged with me on LinkedIn... yet this is the only place I market my business... How crazy is that?!

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🎯 Mission: SEO alignment...your team’s SEO success hangs in the balance so how best can you help them rise to the challenge? 👥 Operation: Get Your SEO Agents in Sync 👥 In the world of large organisations, managing a highly effective team of agents with different skills, missions, and covert operations can make SEO optimisation feel like a top secret assignment. 🕵️‍♂️🎯 But if you want to dominate the digital landscape—visibility, traffic, and revenue in your sights—you’ll need precision, teamwork, and focus. 🔥🎯 Here’s how to get your agents aligned and working strategically so it's mission success! Step 1: Clear Communication and Role Definition 🗣️ Before anyone jumps out of helicopters or hacks into the enemy’s mainframe, every agent needs their assignment. 🪂 From your Digital Marketing Operative to your Copywriting Specialist, each must know the objective and exactly how their mission contributes to the greater goal. 🎯 Regular briefings in HQ (otherwise known as meetings) will ensure the mission stays on track.🕵️‍♂️ Step 2: Strategic Prioritisation 🔍 When faced with a web of content, you can’t optimise every page in one go—time is ticking. ⏳ Prioritise your high importance targets: the homepage, category pages, and product pages. 🏠 📄 🛒 These are your mission critical assets, driving traffic and revenue like a well-oiled Aston Martin. 🏎️ Let the team know that while blog pages are useful for visibility, they’re not the main event when conversions are on the line. 💰 Step 3: Efficient Resource Management 💼 Even MI6 has a budget. 💸 Ensure your team’s resources are used wisely—delegate specialised tasks like keyword research to your most talented agents, and assign metadata updates to your finest wordsmiths. ✍️ 🧠 If you’re working with a smaller team, focus on the high stakes operations first: optimising your high converting pages and closing those keyword gaps before the enemy (your competition) catches on. 🔝 Step 4: Continuous Learning and Adaptation 📚 SEO is a game of high stakes, the rules changing faster than Bond can order a martini.🍸 Ensure your SEO agents stay sharp by engaging in regular training, knowledge sharing briefings and staying ahead of the latest trends in SEO technology. 🧑‍🏫🗂️ The algorithm is always evolving—make sure your strategy does too. 🔄 By aligning your team on a shared strategy, you’ll not only survive in the world of SEO... you’ll thrive. 🕶️💥 Your mission, should you choose to accept it, is to optimise, prioritise, and stay one step ahead of the competition. 🎯 Ready to deploy your SEO task force for success? 🚀 💬 Cracking the code already? Whats the secret sauce for your team of 'agents'? Let me know in the comments. 🕶️ #SEO #TeamStrategy #DigitalStrategy Image Credit: @Anton_lammert via Unsplash

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CRO is crucial. When running lead generation campaigns on Google Ads, it's essential to nail this first. Your website’s conversion rate plays a big role. If it’s low, your campaigns will likely underperform, raising costs and reducing returns. 👉 A strong offer is essential. 👉 Make sure your value proposition is clear so potential customers understand it 👉 Your landing page should have key elements like social proof to build trust. 👉 Make it easy for customers to enquire. If you miss these, your campaign may stall. ❌ Which can be worse than failure because you’ll keep spending without seeing real results. Take time to test and refine different offers to see what resonates best with your audience. ✅ A clear message and an optimised landing page can make a big difference. #leadgeneration #googleads #ppc #cro P.S. Follow for more content on lead generation through Google Ads.

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B2B websites are facing a new challenge - meeting the rising demand for B2C-type experiences from buyers. Limited product information isn't cutting it anymore. B2B buyers now expect demos, images, videos, reviews, case studies, pricing details, and more. Invest in creating this content and you'll be more successful in attracting and retaining clients. Learn more about what buyers expect from B2B websites in our latest report "The B2B Disconnect." https://lnkd.in/eyseQ_iB #B2B #BuyerExpectations #DigitalMarketing #b2bmarketing #b2bwebsites 

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Looking to optimise your Google Ads campaigns and keep costs down? Here are some top tips for you: 1️ Target Specific Keywords: Focus on relevant, long-tail keywords to attract qualified leads and reduce unnecessary clicks. 2️ Utilise Negative Keywords: Exclude irrelevant search terms to prevent wasting budget on unqualified traffic. 3️ Optimise Ad Copy: Craft compelling ad copy that resonates with your audience and encourages clicks, leading to better ad performance. #googleppc #googleads #googleadstips

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SEO plays a massive part in any brand's growth strategy. If not already, it will soon be turbo-charged with the advent of LMAO. LMAO, Language Model & AI Optimisation, is the inevitable optimisation of online results for training language models. It's not a matter of IF but WHEN and HOW. The content you feed today to the internet might be tomorrow's truth on an AI-powered search response or assistant. Unless some decent checks and guards are put in place to guarantee this doesn't happen, which we are very far behind, we will surely need to start considering the consequences and impact of LMAO. #llm #ai #seo #fakenews #skynet #lmao

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Focusing solely on technical SEO is missing the mark. Watch this short video and discover: - Why balancing technical SEO with user-centric content is crucial - The pitfalls of over-optimized, unnatural digital experiences - How to create engaging content that appeals to both search engines and users

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