How to Get High-Income Consumers with Adwords

Many people believe consumers with high incomes need to hear fancy language to buy. That’s not true.

They talk just about the same as anyone else. However, the difference is what they talk about.

With that in mind, we want to tell you about an income targeting feature available in Adwords. In fact, you can target incomes like this:

  • Top 10% (household income: $146,001 +)
  • 11-20% ($131,001       – $146,000)
  • 21-30% ($111,001 – $131,000)
  • 31-40% ($96,001 – $111,000)
  • 41-50% ($64,001 – $96,000)
  • Lower 50% ($0 -$64,000)

…But there is a little bit of a catch. You always have to be careful with Adwords. Remember, it’s Google’s number one source of profit – by far. No other revenue stream of theirs even comes close. It’s to their advantage to look good to their investors. When you make mistakes or don’t understand how Adwords works, Google makes money.

In this case, if you target people by city or zip code in addition to income, that targeting trumps the income. This time, that makes sense. But, we’re just giving you a word of caution so you don’t use Adwords blind and suddenly find yourself in trouble.

In Adwords, you simply go to “Settings > All Settings > Advanced Search > Location Groups > Demographics > Select Household Income Tier.”

Of course, if you know the income range of your customers, then you’d only want to target that range, right? Otherwise, you’ll get clicks with zero-to-little chance of making a sale, which means you’ve wasted your time and money targeting that demographic.

 

How This Comes Into Play in DFW

We have a wide range of incomes here in the Metroplex, and certainly our fair share of high-income earners. But, imagine you know the income of the customer you want to attract.

For example, you sell fancy audio-video home theater systems, and you know people who make $100,000 or more would have an interest in them. Well, now you can target suburbs of DFW where that makes sense. And then you can target the right household income range.

Then, to make it work, you sell the experience of having an amazing home theatre with comfortable seating. Avoid the temptation to use fancy, flowery language. That’s the stuff you see on TV. People who buy home theatres want the intense experience – one that’s way better than watching a regular TV.

And that’s how you use Adwords’ income targeting to your advantage.

Google Releases Its Own Recommendations for Hiring a SEO Consultant

Shot of two male colleagues working on a computer at the office

 

Seems a little late to the game, doesn’t it? SEO’s been around as a practice since 2000. It’s had a reasonably popular reputation since 2008 or so.

You can actually see the video on YouTube here:

Here’s some of the main highlights of the video if you prefer to read instead of watch:

  1. SEO is not “black magic.” It’s a legit practice. Some shady SEO companies certainly treat it like black magic. But Google says it’s definitely a legitimate thing.
  2. You can’t use quick tricks to rank number one in just a few short weeks. You could have done that 12-15 years ago. But SEO isn’t that easy anymore.
  3. Successful SEO helps your site put its best foot forward so it ranks appropriately. No surprises here. Searchers want the best websites at the top of Google’s rankings. This demand forces Google to continue to improve its algorithm so that happens.
  4. Good SEOs ensure you give your online customers a good experience. This certainly follows from the previous point. Spammy tactics, shortcuts, and fast results are not promised by good SEOs.
  5. It takes 4-12 months to rank. Good SEOs need time to implement improvements. And they need some more time for Google to pick up on those and rank your website accordingly.
  6. The best thing you can do is to get a SEO who correlates their recommendation to a documented statement from Google. Google has great resources for this. You’re better off Googling the specific recommendation. But, a couple resources include Google’s Webmaster Search Console and the Official Google Webmaster Central Blog.
  7. In most cases, doing what’s good for SEO is good for your customers (and vice-versa). Again, this relates to points made earlier. Users want websites where they can learn what they want fast and either order it, or save your site and come back to it later to learn more, until they are ready to order.
  8. Conduct a two-way interview with your SEO. There’s several aspects to this. First, try to make sure the SEO is genuinely interested in your business. Check their references. Ask for a search audit (which will cost you money). Finally, make your decision to hire (or not hire) the SEO.

So that’s how Google says to hire a SEO. It’s good, commonsense, practical advice that helps you make a great decision you won’t regret.

3 Techniques You Can Use to Win in Local Search

"Search area on LCD display, pixelated close up view."

Yes, you can do some things to win the fight for local search rankings. And what’s more, they’re fairly simple.

You may be a time-strapped local business owner. But, you can take some small steps to help out your SEO company.

Here are some simple things you might consider:

1. Compelling Titles and Meta Descriptions

For titles and meta descriptions, you simply use the SEO by Yoast plugin. It shows you exactly how your search result appears as you type it in. This is important because the length of both your title and meta description actually change. Go too long, and you see the dreaded (…) in the search results.

That’s a huge turnoff for searchers. So, Yoast SEO helps you stay on top of that so you don’t make mistakes.

Now, as to writing titles and descriptions, you simply answer the question,”So what?”

That’s what searchers think. “So what? Why should I click on your search result instead of any others?”

The better answer you offer to that question, the more clicks you get. Benefits, emotions, and experiences are most enticing for consumers. Business people want emotional benefits too, and you have to compliment those with benefits for their business also.

2. Make Your Business Worthy of 5-Star Reviews

Local business owners are finally getting it. Reviews are key to their success. 70% of consumers will leave a review when you ask. 84% trust online reviews as much as a personal recommendation.

For starters, make sure your company offers 5-star products and services. Study your competition’s reviews to see what people like and don’t like about their company. When you get negative feedback, take that to heart and change your company for the better (assuming it’s not an unreasonable customer). Publicly show you care by responding and fixing what’s wrong, and then ask your customer if they’d update your review.

Never, ever create fake reviews. Many businesses do this. They get away with it for a while. But it eventually catches up to them.

3. Monitor Your Analytics Carefully

If content is king, analytics is queen. You’ll want to watch how long people are staying on your website. Do they bounce? How many take the action you really want them to take?

Test small changes to your website to optimize these. Change what you offer in the headline. Write different calls to action. See what works best with your website.

That’s how the winners separate themselves from the pack.

If you use these 3 techniques, you’ll be well ahead of most local businesses.

SEO: Not Just Another Marketing Tactic, But a Central Focus

Early on, about a decade ago when SEO really started to become its own marketing discipline, it didn’t

blackboard

gain legitimacy in marketing. Sure, it was another tactic you could use. However, there were many more you could employ to bring in business.

This attitude was generally held by both sophisticated B2B marketing companies and small and local businesses. TV, radio, flyers, the Yellow Pages, newspaper ads – there was an abundance of marketing tactics available that still worked.

Today, you can still use all of those tactics. But, marketing’s morphed to where SEO should really be the focal point of all your efforts. And we’re not just saying this because we’re a “SEO company.”

It’s the way things now work.

Let us explain more about why:

  1. Consumers and B2B Buyers Simply Don’t Use Other Methods for Finding Businesses Like They Used To

When you think about it, TV isn’t the main way information spreads anymore. It can still work for larger brands. But, people go to the web now.

Newspapers barely get read. Flyers can still work. So can direct mail. Radio commercials happen too fast and people forget the information. No one reads the Yellow Pages. Billboards are forgotten.

Not that any of these can’t be part of your marketing strategy anymore. But, the web’s so convenient and widely used that all these other avenues have lost much of their potency.

  1. Everyone Goes Online First to Get What They Need

Millennials, many of whom do not know life without an internet connection, are now turning 34. There’s around 75 million Millennials, and they’re now entering their prime earning years. As consumers, they prefer to navigate the web to get what they want.

Many C-level execs, when they need a product or service, assign their Millennial staff to do research for them. Older generations, of course, are quite used to the connected world, and how it works, too.

SEO Must be the Central Focus of Any Marketing Strategy

Today, many businesses, local and national, still minimize the importance of SEO in their marketing. They view it as just another tactic, rather than the central hub of all their marketing.

You don’t have a choice in this anymore. Your customers, no matter who they are, want to get to know more about you online. You can certainly use other tactics too. But, SEO must remain central to your marketing efforts.

How to Boost the Click-Through Rate of Your Search Listings

Using computer

It’s no secret searchers by and large click on the top 3 search results. Some get smattered throughout the rest of the first page. After that, searchers don’t look at any more results.

But, they don’t factor the top results in as their only consideration. They have lots of other factors in their decision.

And two of those are the big blue headline (SEO Title) and the 2-3 lines of text just below it (META description). When you focus on those two things and what they say, you can identify a nearly limitless number of ways to improve the number of clicks you get.

Here are some things to check:

  1. Tug at People’s Emotions

Whether you sell to businesses or consumers, emotions work at getting attention and causing action. Business people require much more rational evidence to make their decision.

Think “sell the experience,” what your customers get from your products or services. Don’t focus on your products or services themselves. Consumers and business people want a certain experience and emotional benefits because they can get the same product or service many different places.

  1. Show Readers What They Can Expect After Clicking

Whether selling to business people or consumers, they all want to know the next step. It’s something experienced internet marketers do in their marketing. They want to feel like they have one continuous experience. And they want to make sure you deliver on your promises.

  1. If Nothing Else, Focus on Curiosity

Traditional marketers and ad-writers have always found that curiosity has the most power of all emotions. So, your headlines should allude to that emotion if you can’t settle on which other one works best.

  1. Write in Headline Style

Many companies have straightforward, keyword-based headlines like this:

Laptop Computers | PCs for Sale | Desktops for Sale

That builds exposure for those key terms. But, it doesn’t give searchers any reason to click on your result.

So you can be more persuasive by creating a headline-style title like this:

Affordable Laptop PCs For Sale For the Next 3 Days Only

That reads much more like a typical advertising headline that you might see. If you’re concerned about not ranking for certain keywords, simply create more pages selling the same products that contain the keywords you want to go after.

It’s hard to find the right headline and META description that get the most clicks. But, it’s worth the effort. At least now, you have enough information to begin testing and learning what works.

How to Stay Competitive in Local Search During the Holidays

Santa claus typing

The holidays bring lots of shoppers, more business, stress, and chaos. And of course, it intensifies the competition for search rankings to get all those additional customers.

Check out these tips for beating your competition during the holidays:

  1. Do a Google Trends Analysis to See What Searchers Want

Say your customers are looking for “fast laptop PCs.” What if more start to type in “fast laptop computer?”

Google Trends shows you exactly what’s going on. Then, you can take those keywords and add them in where they make sense throughout your website to increase your visibility for them.

Whatever your core keywords are now, identify some synonyms where people want exactly what you have. Add those to your website for the holidays. Consider running some paid search campaigns to access those additional terms fast.

  1. Modify Your Web Pages to Show Off Your Holiday Deals

Each web page has a title. It’s the big blue one you see in Google’s search results. It’s so easy to forget because you never see it yourself. But, it has a huge impact on whether or not people click on your search listing.

So, consider changing as many of your web page titles and descriptions (just below the title) as you can to reflect your positioning related to the holidays. Google also likes more relevant content to what searchers want, so you might get a small rankings boost for that too.

  1. Build content Around The Holidays and Your Products and Services

Content’s always a winner, isn’t it? With content, you can be as creative as you want.

For example, you could create a holiday buyer’s guide that shows customers the ins and outs of buying your product or service. This could be several pages long. That’s fairly substantial, something your visitors would find useful, and that Google would like too. Then, require users to give you their email address in return (your best customers always join your list). Make sure to sprinkle your keywords throughout so you get found for related searches.

You could also repurpose this guide into several blog posts too. So, you get twice the work done with the same level of effort.

Whatever you decide to do, it’ll only help your cause around the holidays. Smart businesses do this, while many let it fall by the wayside.

It’s a golden opportunity for you!