5 Tips for Creating High-Converting PPC Ads

“Extra! Extra! Read all about it!”

…You remember how the cliché newspaper boy from the 1920s would shout that to get attention.

And then he’d hand out a newspaper with an exciting title in big, bold, black letters you couldn’t possibly miss.

You shouldn’t necessarily capitalize like that with your PPC ads. But the general point remains the same: the titles on your PPC ads need to capture attention. They need to be so fascinating they can’t possibly be ignored.

How do you do that?

Here’s some ideas:

  1. Differentiate

You know your niche. You can also easily research their PPC ad headlines.

Simply differentiate to stand out.

Remember, searchers see the same headlines over and over. So, they get used to them and stop noticing what they say.

Find a way to be different…and you’ll end up with more clicks and sales.

  1. Tell Searches What They Get When They Click

Do you offer a free consultation? Even better, can you change the wording of that to more accurately reflect what your customers get from your consultation?

For example, if you’re an HVAC company, you could say,”Get your free home comfort analysis today!”

Comfort? That’s what people ultimately want from their HVAC systems isn’t it?

Consider how you can use the same thinking to create an attractive offer in your own niche.

  1. Use Numbers And Symbols

When people see search listings, they typically see lots of letters. Numbers and symbols, because they look different, naturally get noticed more.

So instead of “Save Big!” say “Save Up to 50% Now!” or “Save $$$” or “Save $25 Now!”

You can expect more sales as a result.

  1. Compare Your Offer to Competing Ones

You don’t have to call your competitors out by name. But you can certainly observe their PPC ads, and the offers they propose.

Then, if it makes sense for your business, simply top their offer. You don’t have to do it by a lot.

And if you don’t like offering discounts, toss something else in for free when customers order.

  1. Pre-Qualify Customers

Do you have a pricier service you offer to an exclusive market segment?

Then make your ad qualify searchers in an obvious way.

With your pricier service, you may want to mention the price: “Starting at $950.”

That way, you don’t have people clicking on your ads who will never purchase. In addition, your niche understands you created your offer just for them. That’s a powerful trigger for driving buying behavior.

Armed with these techniques, creating cost-efficient PPC ads that drive high-revenue, loyal customers will be no problem for you!

Where to Focus Your SEO Efforts in 2018

If you do any regular reading on SEO, you notice the barrage of posts predicting what changes will come.

That’s nice.

…But it doesn’t actually help you decide what to do. That’s because it focuses on what might happen. So that means those things might also not happen.

Instead of getting caught up in the what-ifs, focus on what’s almost guaranteed to happen. Trends that Google hammers over and over, making it obvious that if you focus your SEO efforts on those, you’ll continue to rank well in search for the foreseeable future.

Bearing that in mind, you can safely focus your time and money on these aspects of SEO and expect a fair return:

  1. Optimizing Your Site for Mobile Devices

Remember, Google changes its algorithm to meet the demands of the market. It has to. Otherwise, it loses billions of dollars.

Right now, the market increasingly searches using mobile devices.

“Optimization” here means not only using keywords and content, but it also means designing your site for mobile users. Images need to have their file size reduced so they load faster. Buttons need to be bigger so people can click them with their fingers.

Dozens of nuances exist that give mobile users an amazing online experience.

And your site needs to cater to them to keep its high rankings.

  1. Research Your Competitor’s Strategies

The nice thing about SEO is that you can fairly easily discover nearly exactly how your competitors do their SEO.

You research their site. You use one of many tools to discover their keywords and links. You look at their social profiles.

Of course, you must have a trained eye to know what to look for.

But, you can quite easily discover what your competitors are thinking and how you can top their strategies.

  1. Create a Small content Team

Look, you know staying high in search has a lot to do with the content you produce.

Creating a content team has its challenges. And especially so for small businesses.

Maybe you can’t create your own small department like big businesses do.

But, you might have one of your employees do an interview with a writer from a SEO company.

Or, that writer might create a questionnaire to find and craft a story.

You could have one of your employees contribute a short post.

And maybe you the owner record a video from time-to-time.

You don’t need full-time content team members.

But, having multiple people contribute results in unique content angles. And uniqueness wins attention online. Because, as you know, you can always find 50 of every post you search for.

Regardless the size of your business, you can compete and win in SEO when you focus on these steps. And they’ll certainly serve you well here in 2018 and likely for decades beyond.

Why Your SEO Strategy Isn’t Working

It’s your worst nightmare as a small business owner.

You finish a long and arduous search for a SEO company you trust.

You shell out thousands of dollars per month for 6-12 months.

…And nothing.

In fact, you don’t even hear the sound of crickets. You’d love to because that at least means something happens.

But after all that time and money spent, you end up with no noticeable change in your business.

Now, many factors can cause this.

But for now, simply consider ones that affect your website:

  1. Choosing the Wrong Keywords

This happens. And it ruins your strategy from the start.

You choose keywords with the wrong searcher intent. Or you go after keywords with too high of competition.

To find the right keywords, you must first research them, analyze the competition, and then re-analyze your keywords.

You can’t expect a specific ranking for a certain search term after a specified period of time.

Not even the best SEOs can promise that.

But you should notice improved rankings, more traffic, and increased business after 12 months.

And this should come from at least some of your keywords.

  1. Not Enough Time and Attention Focused on Your Web Page’s Title and Meta Description

Yes, your title should include your keyword. But first, it should be written to grab attention.

It works just like the headline of your local newspaper used to work.


They had highly persuasive headlines featuring provocative stories. That gave people a reason to get the newspaper.

Well, searchers need a reason to click your search listing too. They don’t just want to see “HVAC Services Dallas, TX.”

They want to see what they’ll get from you. For example:

“HVAC Services in Dallas that Keep You Cool + Comfortable.”

People want to be cool and comfortable.

The same process should then follow for your META description, which is the 3-4 lines of text just below your search listing’s title.

Explain other benefits you offer, like a free quote, affordable repairs, long warranties, and then maybe a sentence explaining how you can do this to improve credibility.

Your title and META description should work as lethal marketing weapons, and not just some random text you need to rank.

  1. Irrelevant Internal Linking

Links from one of your web pages to another should absolutely be used. But, they shouldn’t be used with the intent of boosting your SEO.

Instead, adopt a mindset of making your website easier and more convenient to use by linking internally where it makes sense.

Think of what your users may want to have a link to on each page as you create it.

A couple links or so makes sense.

But, don’t go all-out and make each page on your website look like a Wikipedia page. Your website visitors will notice, realize you’re just doing this to boost your rankings, and then they’ll get annoyed and leave.

Focus on the user experience first with your internal links, and your rankings will follow.


Why You Should Care About Google Increasing the Length of META Descriptions

Look, unless you’re an SEO expert, you probably think something like this isn’t a big deal:

Yeah, you get another 2 lines of text or so in Google’s search results.

So what?

Well, even though this doesn’t improve your search rankings even the slightest bit, it’s a huge deal.

In the past, the typical META description length was around 160 characters. For about a year or so, Google has allowed some to climb well beyond that.

Now, Google allows that number to grow to 230 characters.

And you can do two things with this:

  1. Nothing, which means Google will grab content from your page and insert it into the META description itself
  2. Take control and write your META descriptions on your own, or have your SEO company do it for you, so you can win more clicks, visits, and sales

What Most SEO Companies and SMBs Will Do

Most won’t do a thing. Some SEO companies may position this as a “good idea” that you should do to improve your visibility in search.

…But that really misses the mark. And you lose out on a huge opportunity to get more customers and sales from search.

How Do You Win More Customers with Your META Description?

Even though Google has sophisticated AI, it does not know how to write META descriptions that optimize for clicks.

Sure, it’ll tell searchers what your page is about. And that will get more clicks than doing nothing to your META descriptions at all.

But, from a rational perspective only your human mind can consider, think of your META description as another opportunity to sell.

You now have an additional 70 characters to explain why people should click on your listing.

So, you want to give people the benefits (not the features) of what your page offers. This makes most sense for your services pages, or your products pages, depending on what type of business you run.

If you’re a service-based company, this won’t take much time. You know why people come to you.

It could be for:

  • Saving money or time
  • Convenience or ease in solving a problem
  • Getting a long-lasting HVAC repair
  • Learning how to save energy and money
  • Help understanding the best approach to solving a business problem

Describe that, and the experience people will get from your product or service, and you position yourself ahead of nearly every other SMB, and many global corporations, in the mind of your customer.

Technically, you’re marketing and selling on a micro scale.

But, turn a few searchers into customers each month, and consider what that could mean to the bottom line of your business!

To top it off, your competitors won’t have any awareness you’re doing this.

Think of your web page’s title as the headline of a newspaper. You want to get people’s attention and entice them to learn more.

Then, your META description is your golden opportunity to provide even more value to your searchers.

This change in how Google’s search works seems minor.

But to smart businesses who want to survive and thrive, it’s a huge deal.

Don’t let this opportunity pass you by!

How to Dominate SEO in 2018

Think of your favorite sport.

Who’s your favorite coach in that sport?

…What do they constantly harp on?


Fundamentals. Fundamentals. Fundamentals.

Every successful coach understands the fundamentals. And they have a way of keeping their athletes focused on them and doing them right so they stay at the top of their game.

SEO is no different.

But, unlike sports, the fundamentals can change over time.

What do they look like for SEO in 2018 and beyond?

Something like this:

  1. Content Stays at the Top, And Especially This Kind of Content

A recent social media Examiner poll found 37% of marketers stated visual content was the most important kind for their business.

When you create visual content and promote it aggressively, you can attract your fair share of links and social media shares.

Infographics still work.

And so do embeddable images. “Embedabble images” have code others can easily grab and insert into their website.

Others will frequently link to it.

What if they don’t?

So what!

Visual marketing isn’t about tightly controlling the copyright to your image. You want your content to get out there and in front of people who will link to it and share it.

Most website owners understand that having outbound links to reputable sites like yours boosts their own SEO too.

  1. Include Video

Strange as it seems, video is still catching on, speaking in terms of its SEO value. You’d think websites would have understood and implemented this on a large scale by now.

But, that’s not the case.

First, understand YouTube is the world’s 2nd largest search engine.

That shocked me. I thought that would be Amazon or Facebook.

But for now, the distinction rests in the hands of Google’s YouTube.

Many marketers simply won’t take the time to produce videos.

So, you have a distinct advantage when you produce videos and optimize them for YouTube.

  1. Unique Data

You’re certainly aware of the overabundance of content on nearly every subject.

It’s still possible to stand out with your own unique version.

But, it’s much harder than it used to be.

One easy way to differentiate and win attention is by publishing your own unique data.

You don’t have to do anything sophisticated.

Simply make it useful.

What if you run a “boring ol’ HVAC company?”

Publish data you 1) either research on your own or 2) find from a highly credible source that cites the number of Americans who feel uncomfortable with their home’s air temperature.

Or, do a quick survey of your own customers and publish the data.

Then, you wind up your discussion of the data with the fact that you offer a free audit that shows homeowners how you can help them stay cool and comfortable.

SEO doesn’t have to be hard or complicated. You just have to stay updated on what works…and what doesn’t.

And we’ll always be here to help you understand how to spend your time so you get the most value.

3 Biggest SEO Mistakes You Can Make in 2017 – 2018

With somewhere around 500 algorithm changes per year, and much of Google’s algorithm driven by AI, it’s easy to see why you could make SEO mistakes.

You don’t have to worry about having 1000 lines of code in your website, mistakenly forgetting a semicolon somewhere, and having your rankings trashed as a result. Google’s got some common sense.

At the same time, you can still make mistakes in SEO.

And here’s the biggest ones you can make, which can absolutely ruin your rankings if you don’t change your approach:

  1. Shifting Your Focus from Delivering the Most Value to Technical SEO Only

Technical SEO is necessary to rank well. You can’t succeed without it. However, even more important is your ability to deliver the best value in your niche.

Let’s say you offer HVAC services in DFW. Then, your blog should offer the most in-depth solutions to common consumer HVAC questions. You should be better than any other blog available, or at least aiming to do that.


More value means you attract more attention. That means you get more links and social shares, without necessarily having to work for each one.

It’s easy to dupe yourself into focusing too much on technical SEO. Just like any other aspect of your business, there’s a psychological mindset to it. And it’s one you have to constantly check yourself on so you stay on-course.

  1. Ignoring User Experience

What do people think and feel as they use your website?

That’s “user experience.” Of course, you want them to be happy and to get what they want quickly.

…But many websites, especially at the SMB level, don’t do this well. Some even have outdated designs that cause consumers to wonder if the company is even in business anymore.

Others focus too much on what the company does (versus why you should choose that company). Slow load times, awkward checkout experiences, and disruptive, irritating pop-ups and advertising drive your visitors nuts!

Google takes into account user experience metrics when ranking your site. Factors like bounce rate, on-page time, page load time, and many, many more assist in determining where you rank.

You can use these 14 tools to help with user experience testing. You can also just ask friends and family members to use your website and give you their honest opinion of what they like most, and least.

  1. Forgetting content Promotion

If you want serious links, you have to write amazing content and promote it. Gone are the days when you could simply create content, let it index in search, and do no more. That worked several years ago before most niches became saturated.

It’s absolutely possible to write the best content in your niche…and not have it do you any good in search because no one knows about it.

2017-2017 SEO is Simple, But It’s Not Easy

SEO isn’t hard to understand or do. But it’s a lot of good ol’ fashioned hard work. It takes a small team to do well locally, and a much larger one to rank nationally.

Keep these 3 top mistakes in mind…and ask how the SEO companies you’re talking to address each as you chat with them.