Conversions Are More Important Than Traffic With Google Ads and 3 Steps to Up Them

What’s the difference between successful (profitable) and unsuccessful (unprofitable) Google Ads advertisers? Successful advertisers focus more on conversions than traffic.

conversionsAnybody can spend money on Google Ads. But only a small percentage of advertisers earn a healthy profit from their investments in advertising. So, what’s the difference between successful (profitable) and unsuccessful (unprofitable) advertisers?

Unsuccessful advertisers focus on traffic. Successful advertisers focus on conversion. They understand that conversion is what really makes or breaks an advertising campaign.

In this context, we can define conversion as the ability to turn website visitors into customers. If you can convert on traffic at higher rates than your competitors, you’ll not only profit more, but you’ll be able to expand your reach and gain more market share.

Of course, traffic and conversion go hand-in-hand. You need traffic in order to get more conversions and customers. But in the scheme of things, conversion is way more important than traffic. Conversion is where all the leverage is. And to succeed with advertising, you must prioritize conversion over traffic.

You may be wondering, “Why is a conversion more important than traffic?” The answer is that your conversion rate places a limit on your traffic. For example…

  • If you have really low conversions … Only a tiny percentage of website visitors are converting into customers, and that means you’re probably losing money on your advertising, and you’ll have to stop or you’ll go broke.
  • If you have mediocre conversions …. Only a small percentage of your website visitors are converting into customers, and then you’ll have to “retreat” and find places where you can still earn a profit. Your traffic potential is very limited.
  • But if you have really strong conversions … You’re converting more website visitors into customers, compared with your competition. As a result, you’ll have the money to expand your advertising. Essentially, high conversion rates provide the funding to buy traffic.

Here’s the process you should take to create and fine-tune a high-converting advertising campaign:

Step 1: Always Run the Numbers Before You Run Ads

Never pull the trigger on an ad campaign before you run the numbers. You need to know how much you can really afford to get a click, generate a lead and acquire a new customer. Do some “back of the envelope” calculations to see what kind of conversion rates you’d need to have for your advertising to be profitable.

Step 2. Put Your Best Foot Forward

Once you run the numbers, you’ll probably need to make some improvements to your conversion systems in order to make the numbers work in your favor. You’ll want to create a high-converting landing page. You also may need to adjust your offer and pricing, improve your sales/closing process, put upsells in place and create a follow-up sequence.

The important thing is to do this before you buy traffic, so you’ll have confidence you can actually make money from your ads. Always avoid advertising into a “leaky” funnel, because that’s just asking to lose money.

Step 3. Never Stop Testing

Once you’ve got your ads live, that’s really just the beginning.

Now you need to track, tweak and test in order to get your campaign to be profitable. And once your ads are profitable, you should not “set it and forget it.” Instead, you should be continually tracking, tweaking and testing your marketing funnel. This is where advertising gets really fun, because with every conversion improvement you make, you’re giving yourself a raise. Plus, you’re widening the gap between you and your competition, making it harder and harder for anybody to catch up and compete with you.

Want more tips to improve your Google advertising? Get your free copy of our Ultimate Google AdWords Checklist.


Important Key Performance Indicators for SEO

Tracking success in SEO depends on certain performance indicators. If you’re not sure what you should be tracking to ensure your marketing efforts are taking you in the right direction, review these KPIs and start tracking them this month.

Success online depends on how well you are optimizing your website and marketing your brand off-site. Times have changed, so have key performance indicators for SEO, and it’s no longer easy to rank a website for whatever keywords you believe people are searching for on Google. A lot goes into the process, and because there is an extensive process, you need to find a way to track the results of it to see if what you’re doing is successful. Here are the new, important KPIs.

How to Track SEO Success

Tracking success in SEO depends on certain performance indicators. If you’re not sure what you should be tracking to ensure your marketing efforts are taking you in the right direction, review these KPIs and start tracking them this month.

KPI 1: Traffic

The first KPI to monitor your SEO is website traffic from organic search. To track this KPI, use Google Analytics. Analytics is free and easy to install on nearly every website platform. Once installed, go to the “Channels” report within the “Acquisition” section. By default, the Channels report will show you how much traffic is coming from organic search (AKA, your SEO traffic).

KPI 2: Leads

The next KPI you should track is leads from organic search. Conversions are obviously your goal, so knowing how many leads you’re generating is critical for monitoring your SEO performance.

To measure leads, you’ll need to set up “Google Analytics Goals.” A Goal can be a website form submission (ex: a quote request, a demo request, appointment request, etc.) or a phone call. Tracking phone calls within Analytics requires a phone call tracking tool, like Dialogtech or Convirza.

KPI 3: Rankings

The third KPI is your keyword rankings. Contrary to popular belief, ranking your website high in the search engines is not the No. 1 goal of search engine optimization. The No. 1 goal is to drive more leads and sales, which is why traffic and leads are the first two KPIs listed above.

Of course, keyword rankings are important, and you want to monitor trends to spot opportunities to drive more traffic and leads or to spot potential problems that could decrease your traffic and leads.

To track your keyword rankings, use a paid tool, such as RankRanger and/or a free tool like Google Analytics. By default Google Analytics, does not show keyword rankings until you connect your account to “Search Console.”

KPI 4: Website Bounce Rate

Website bounce rate is the percentage of people who visit the site and then leave without visiting another page. A high bounce rate indicates that visitors couldn’t find what they were looking for when they clicked through to your site. A low bounce rate means that visitors found something on the page they were interested in, and then navigated to other pages of the site.

Bounce rate has a lot to do with conversions. Many times, a page with a low bounce rate has a high percentage of conversions. In other words, people who visit the page are interested in the content and because of that, they act on it. When the bounce rate is high, conversions are lower, because the people going to it are not interested in the content.

Paying attention to bounce rate helps you know how well you’re targeting the right audience. If you see that a particular page has a high bounce rate from Google Search, then your message is not matching the market. Adjusting that content to better match the intent of the searcher will not only reduce the bounce rate; but in turn, you’ll improve the rankings and leads!

Stop Stabbing in the Dark and Track KPIs for Success

If you don’t track your KPIs, you’re simply stabbing in the dark when trying to be successful with your SEO. Start tracking your SEO traffic, leads, rankings, and bounce rate, and then adjust your marketing plan based on the results. When you do this, you’ll likely end up seeing much more success.

Want more tips on improving your SEO? Grab a copy of our “Ultimate SEO Checklist.” (Link requires email registration.)

Add More Traffic With Universal and Extended Search Optimization

If your organic search optimization plan does not include optimization for pertinent elements of both universal and extended search, you may be missing out on a surprising amount of traffic.

SEOIf your organic search optimization plan does not include optimization for pertinent elements of both universal and extended search, you may be missing out on a surprising amount of traffic.

In the beginning, organic search optimization was focused on the pursuit of top placements for your site’s pages. Search has evolved and so, too, must your optimization plan.

Today, instead of 10 blue links on a page, most contain 8.5. An array of universal and extended search elements enhance and complement the Google search results pages. The inclusion of maps, images, video results, the Knowledge Box and Twitter results enhance the user experience and speed searchers to their desired information.

A recent white paper from Searchmetrics looked at the results from approximately 500,000 general, frequently searched terms. Because Google increasingly is applying different algorithms for mobile vs. desktop searches, the results from both were analyzed. This study clearly shows that any optimization plan is incomplete, unless it includes the elements of both universal and extended search.

Universal Search — Vertical Search Integrated Into the Results Page

Universal search, launched in 2007, was Google’s integration directly into the search results of vertical search elements that had previously been developed as separate search engines. These included: shopping, news, videos, images and maps. Although showing up integrated into the search results page, these vertical silos of information can still be accessed from tabs on the Google results page.

The type of elements displayed vary depending on the keyword search. For example, a search for a “Zen frog fountain” yields a results page rich in images and shopping details. There is even a video. A search for your local hospital will yield a results page with a map and directions.

Each element in universal search has its own optimization requirements, and many organic SEO plans employ them. The SEO can clearly guide the optimization of images so that relevant product images will be included in the array of images shown for keyword searches.

For e-commerce merchants, it is quite important to optimize all of your images, because they can drive substantial amounts of traffic. Similarly, video content can be readily optimized using available guidelines.

Google’s emphasis on quality of the information and the authority of the source has driven the evolution of news optimization from press releases to publishers. Today, the news integration includes just the freshest and most authoritative sources. Because the news elements evolved from vertical search, there are a set of guidelines for optimization of news.

Not all elements are equally important for every business, but traffic can be gained by optimizing all the germane elements.

Extended Search — More Boxes and Features

Extended search is the term applied to the additions to the search results that are not based on vertical search engines. These results are algorithmically developed from a variety of internal and external sources available to Google. Extended search includes: The Knowledge Graph, the image carousel, the Twitter Cards, the direct answer/fact boxes, the related questions that are delivered along with the direct answers, and the app packs found in mobile searches.

Because the results pull information from a number of sources, they are much more difficult to optimize for. They are best viewed as the result of a broad footprint of information that will satisfy the demands of these elements.

For example, the Knowledge Graph relies on Google My Business and Wikipedia information. If your company has a complete profile on these two key sources, you will be feeding the information needed to drive the Knowledge Graph. Similarly, sites with recipes, events and reviews can use structured data to enhance the likelihood of appearing in the direct answers boxes.

As we move into the fourth quarter and plan for the next year, do be sure to review the universal search and expanded search elements that have the most traffic-driving potential for your business and strategize for how to include them in your optimization planning.

What Social Sites Should YOU Be Using?

Most people know about mega-popular social sites such as Facebook, Twitter and LinkedIn. However, I get a lot of questions about other, underutilized sites that are on the tipping point of mass popularity—specifically, how these sites can be leveraged for marketing purposes.

Most people know about mega-popular social sites such as Facebook, Twitter and LinkedIn. However, I get a lot of questions about other, underutilized sites that are on the tipping point of mass popularity—specifically, how these sites can be leveraged for marketing purposes.

But before I go into that, I’d like to clarify the differences between various “social”-type sites:

Social bookmarking, news and tagging are sites like Digg, StumbleUpon, Reddit, Delicious and Pinterest. These websites allow users to “bookmark” things they like—content, images, videos, websites—and allow others in the community to see what’s been bookmarked and “follow,” if they wish. This is the epitome of viral marketing and community interaction. When groups of people are like-minded, it’s fun and easy to share feedback of things of common interest. For business purposes, it’s also a strong way to bond with your audience through content, news and images that are synergistic and leverage those interests for increased website traffic and more.

Social networking sites are communities like Facebook, Twitter, LinkedIn and Google Plus. It’s a way for groups of people to meet and stay in touch with each other, for personal and professional purposes. People can friend, follow or fan someone based on affiliation or interest. Another new site is, which is a social question and answer site. Users can view by category and post questions or answers on virtually any business-related topic.

Social media refers to sites like Youtube, Flicker or Tumblr, where groups of users share media content such as video, audio or pictures (photos). There’s also new sites like, which are social music sharing sites, where users can listen to mp3 files themselves, as well as with friends, via Facebook.

The following are some social sites that you may want to include in your online marketing mix as well as some other tactical tidbits:

  • is a social community where users “pin” (think of a bulletin board) things that they like. Quite simply, it’s a virtual pin board. Users can re-pin (which promotes viral marketing) or follow someone with the same interest. Pinterest is a fun site because it focuses on the visual element. You can leverage your keyword-rich content when you add your descriptive text to your “pin.” In addition, Pinterest asks for your URL, which will be a back-link to that webpage. This will encourage search engine marketing, branding and webpage traffic. Pinterest uses graphics, images (pics) and video pictures. And that’s what will grab community members’ attention, along with well-written descriptive text.

Important Tip! For marketing purposes, you can use Pinterest to promote your business or websites related to your business, such as landing pages, squeeze pages, product pages and more. What’s important to know is that if your website, or the webpages you’re thinking of pinning are flash (dynamic) webpages, you will be unable to “pin” it, as there’s no static images on a flash page for Pinterest to “grab” for posting.

So if you’re thinking about using testing Pinterest in your social marketing plan, make sure to pick websites or modify your own webpages to be graphic-, image- or video-rich. Also, like any marketing tactics you’re testing, make sure it’s in sync with your overall marketing plan and target audience.

If you’re target audience is an older crowd, then this may not be the best website, or channel, to reach them.

  • is a great online resource community of questions and answers. If you want to reinforce yourself as an expert, you can search questions related to your area of expertise and post responses that are useful, valuable and actionable. If you have a legitimate question about any topic, you can post by category and view replies from others who may be versed in that field. Quora is a great way to create visibility for yourself. As well, it allows you to upload relevant back-links which encourage website traffic and linkbuilding.

Important Tip! It’s important to keep a steady presence on Quora. Stick to your areas of expertise (categories and topics). Make sure you have a keyword rich descriptive bio about yourself and include back-links to relevant websites. As with most all search, social and content marketing strategies—relevance and usefulness is key. All of these things help with credibility and branding. In addition, Quora’s pages are indexed by search engines and do appear in organic search engine results pages (SERPs). That, in and of itself, can expand your reach and visibility, which can lead to increased website traffic, which can then be parlayed into leads or sales.

  • is one of my favorite content bookmarking sites. You can upload content “snippets” or news nuggets. The site will also pull in any images and well as back-links appearing on the same page as your content. Content can be given a “category,” so that the right readers will find it. The more popular your content (number of “digs”), the more people in the community it gets exposed to. Viral marketing and traffic generation (to the source website in the “digg”) are typical outcomes from this website. is a similar site, which allows users to upload a content excerpts (article, video, picture) and link to the full version. This is a great site to increase your market visibility and extend reach. It’s also a powerful platform to drive website traffic.

Important Tip! Use content that is “UVA”—useful, valuable and actionable, something newsworthy and/or interesting to your target reader. It’s very important to have a strong, eye-catching or persuasive headline that people in the community will want to read. There’s so much background noise on Digg that you want your content/headline to jump out at the reader. Also, include a back-link in the body copy you are uploading. This will help with branding, link-building and traffic generation. With Reddit, your content excerpt space is limited, so make sure to pick content that will not only resonate with the target audience, but also screams out to the reader to “click here” to read more. Then link to your full article, which should be posted on an inside page of your website.

  • Google+. Google Plus is Google’s attempt at social networking. It’s not as popular … yet … as behemoth Facebook (900 million users as of April 2012), but it’s got “teeth,” at around 90 million users. And because it’s Google, there’s some great search-friendly benefits built right in. For example, it’s indexed by Google, so your messages can get found faster. This helps with search engine visibility and website traffic.

Important Tip! For business purposes, you can share relevant information and personalize your “social” circles; thereby, targeting your message better for each group. It’s easy to share and rank (a combination of Digg and Facebook) content such as posts and messages. And there’s also a variety of sharing options like content, video, photos (similar to Pinterest, Flickr and YouTube).

With social marketing, it’s a matter of matching the content type to the most synergistic platform and audience. Social marketing may not be for every business. But I believe it’s certainly worth a strategic test. Just remember an old copywriting rule of thumb, which is “know your audience.” If you know who your target reader (prospect) is, then you can craft enticing messages and pick social platforms where those prospects are likely to congregate.

Most any social marketing site can be leveraged for marketing and business purposes. But make sure to keep your messages fun, entertaining, engaging and interactive. Because, after all, that’s what the “social” in “social marketing” is all about.