Friction points, it’s all about finding where customers have trouble completing during the buying process with you and fixing the issues.
Here are some examples of friction points:
Buyers have trouble downloading completed video files for a drone photography agency. What can be done? Maybe using Drop Box with easy to follow instructions and photos on what to do next for a file download.
Prospects have trouble understanding what is included in a blog post sale. How can that be clarified? Maybe posting samples of content with the right word count and number of links to help a prospect understand the type and quality they will receive on your website to prequalify prospects before they even call.
Buyers have trouble getting contract documents to sign and return. How can the process be easier? Maybe using a digital signing service and online document archive would work to speed the return process.
Each business has their own unique set of friction points. Making things easier for people to buy from you is not all e-commerce focused. Friction points exist even for transactions with consultants and business to business sales, and for people who do not even sell items on their website.
My own company’s friction points have previously been: blog writing samples and writing expectations, prospects not having the proper technology to send or receive a contract, and buyers needing an online self-serve credit card payment center.
Are you hearing the same issues over and over from clients and prospects? That is a friction point. Now’s the time to identify what yours are and do something specific to address them to make buying from you and your company frictionless.
Yes, organic search results have shrunk in your traffic reports due to a change in how people are now using search engines. Here’s why.
By search engines boosting search ads on the results page, getting rid of ads on the right sidebar on many devices, and by making the ads larger with site links and other helpful extensions, readers are clicking ads versus scrolling down the page to find organic results.
As more viewers are searching on tablets and smartphones, the organic placements are increasingly difficult to find and require too much effort to scroll to. Viewers are instead staying on the first screen they are shown that typically have location specific results which appear to be very relevant to their search – even though these are typically paid listings.
Businesses are finding that to be highly competitive in their marketplace, they simply must be in pay per click and need to have top positioning on the page. Because organic results have slipped so far below ads and Google My Business organic listings, businesses are having to pay for advertising to be seen.
If you need exposure and need AdWords to help drive it, I encourage you to review our AdWords Manager services page. Pricing will be increasing soon, so now’s a good time to start a program at lower set up fees.
If you are not sure that AdWords is working for you, I encourage you to stop your advertising and find out.
Here’s what happened for two of our clients…
Both are doctors and both decided that AdWords clicks were too expensive and both stopped AdWords. Within a week, both medical practices were back up and running in Google AdWords again.
The comments from the two doctors were eerily similar – our phones stopped ringing and we had no new patients. Now that’s a real testimony to the power of AdWords for lead generation!
If you are advertising on AdWords and don’t feel it is working for you, I do recommend that you consider stopping your advertising for several weeks to 30 days. As these two clients found out, one week was long enough for them to know that AdWords was not all about clicks, it was about the phone calls and new patients that it brought in to their practices.
Need Help Putting AdWords to Work for You?
If you need help putting AdWords to work for you, I encourage you to review our AdWords Quick Start Services. We’ll help you get running fast and work to get the results you need for your business. Set up and the first four weeks of account management starts at $899. Don’t wait to sign up as we expect to raise our prices in the next month.
HTTPS – Google loves it, but for informational websites, moving to HTTPS adds to your costs. Expect to pay $129 to $229 for a SSL or secure socket layer certificate to be able to have your website use HTTPS in the browser bar.
For me at this time, I am not moving to HTTPS and it is mainly due to the additional cost. I do not have e-commerce on my website and I only use a contact form for prospects, so do not feel that I must have this extra security. But, Google loves the security and encryption that HTTPS affords for websites. At some point in time, the use of HTTPS on your website may be a ranking factor for organic results, but for now, it is not.
E-Commerce Sites MUST be HTTPS
If your website has e-commerce, you take payments or log users into a secure area, you really need to be using HTTPS at this point in time, no exception.
New Websites Should Embrace HTTPS
Any new websites we design are all in HTTPS. At this time I do not feel that existing informational websites should move to HTTPS, but that day may be coming soon.
To find out more about how we can help you, I invite you to visit our website to browse our service offerings and read more content on topics that will help your business grow.
Google AdWords is specifically using advanced machine learning via artificial intelligence in its automated bidding algorithms. Target CPA (Cost per Acquisition) bidding, Maximize Conversions, and Maximum Clicks are just samples of new bidding algorithms that can be used in AdWords accounts.
Each algorithm has a place and function based on a client’s need and metrics of success. However, I have found that in some cases using these machine learning driven algorithms that cost per click increases as does cost per conversion.
The value of an account manager in this automated environment is to provide the needed checks and balances to assure that your profitability goals are being met in AdWords.
As Google integrates more machine learning applications in Google AdWords for suggestions, bidding, and account management, it now becomes even more important to have a business-minded AdWords experienced expert overseeing your account to achieve the best results at the lowest cost for your budget.
Machine learning, it is the new buzz in our industry. Machine learning is using computers via artificial intelligence to predict actions. Machine learning can be used for Smart Bidding in Google AdWords and can even predict performance of activity based on your keywords and budget.
With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.
If you are using the new Beta AdWords interface, the Opportunities tab recommendations are personalized suggestions for your account based on machine learning.
Even if you’re not using these AdWords innovations [listed above], you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.
This means that even if you were not aware that you were embracing machine learning, Google AdWords has embraced it for you, to make account management easier and to provide more insights and analytics to assist you in better managing your ad account.
Here are some ways that Google is leveraging machine learning for your benefit in AdWords.
Smart bidding and bidding to increase conversions
Ad rotation, ad creation, and optimization
Opportunities and account suggestions
Google AdWords is embracing machine learning in many account management areas. Not only will they will making keyword, bid, and budget suggestions, but now AdWords will even be self-creating ad text for your programs to supplement your own created ads.
To leverage all that AdWords offers for your businesses benefit, I invite you to visit our website to find out more about how McCord Web Services can help you with your AdWords management needs.