The Framework For A Perfect Facebook Ads Funnel

Over 60 million businesses in the world have Facebook pages. Of these 60 million, 4 million are actively advertising on the platform, and that number continues to rise with each passing day.

But what is a little more difficult to decipher is how many of those businesses are marketing effectively on the platform. In order to utilize Facebook to its fullest potential, having a finely tuned marketing funnel is a must. But how do you set one up? How do you implement it? That is the focus of this blog.

Here we share the most important elements of a Facebook advertising funnel that brings ROI and gets your customers taking action.

  1. The Pixel is Paramount

A Facebook Pixel is a tool that allows you to measure the effectiveness of your advertising. Without it, measuring the impact of your marketing efforts becomes much more tedious and much less definitive. Your Pixel allows you to see how many people interact with your ads at each point along your funnel, and also allows you to group these people into categories that you can later retarget with additional advertisements. For more information about how to set up a Facebook Pixel, see this article from Facebook.

  1. Value-Added Content

Once your Facebook Pixel is set up, it is time to start thinking about what you can offer to potential customers. What can you share with your audience that will benefit them and strengthen their trust in your brand? Remember, this content shouldn’t promote the ultimate sales offer you want to make. This content is purely educational or entertaining, with no obligation or commitment required. All you want is your audience to engage with this content so that their information is gathered by your Pixel. Once that information is collected, you can then begin targeting this audience specifically with further content. Some great ideas for value-added content are:

  • How-To Guides
  • White Papers
  • Free Webinars
  • E-Books
  • Informative Videos
  • Free resources

Whatever form of content you choose, its primary purpose should be to educate, inform, and raise awareness amongst your target audience. Avoid making these initial pieces of content too “sales-y”. Now is not the time to sell. Now is the time to warm up your cold audience, expose them to your brand, and gently introduce the solutions you offer.

  1. Nourish Your Pixel

When your content is finalized and you are happy with how it represents your business, it’s time to share it. It is recommended to share this content with your warm audience first (people who like your Facebook page, your client list, etc.) but you can also send it out to a targeted audience based on your ideal customer. For example, if you are a business that sells infant clothing, you could promote your content to women from the ages of 21 to 40 who are parents of newborns.

At this stage, it is important to split-test your Facebook ads, showing them to various target audiences. This is essential because it will allow you to find which audience takes the most action. You may discover that 40 per cent of your sales come from young mothers aged 21 to 30. In this case, it would make more sense to drive your advertisements to this group.

But that’s not it! Once you have narrowed down your highest converting audience, you can then build a Lookalike Audience.

Pull quote: “Facebook’s Lookalike Audiences feature allows you to find more customers who share the same traits as your most valuable current customers.”

A Lookalike Audience is one of the most powerful ways to reach new customers who are already likely to buy from you. By targeting these people with more value-added content, you get them into your funnel – exactly where you want them to be.

  1. From Interested to Opt-In

This is a crucial step in your Facebook marketing strategy. It isn’t enough to simply pull quality leads into your funnel; you have to motivate them to act. How do you that? You make them a special offer that they can take advantage of in exchange for minimal commitment. The latter part of that sentence is critical. Your audience, while aware of your brand, may not be ready to invest all of their trust in your brand or make a purchase. So, you want to make your offer easily attainable, with as few barriers as possible. If you present these potential clients with long forms to complete or multiple steps to take, they will likely close out of their browser. Make it simple!

One of the easiest opt-in steps is entering an email address. For example, you could offer a limited edition E-book to your audience, requesting only that they enter their email to receive the download link. This is what is referred to as a micro-commitment; a small step that your audience takes that moves them closer to your brand.

Take time to determine what your opt-in offer will be. What is a small issue that you can solve for your target audience? What will they find most valuable? What is the simplest way to offer it to them?

  1. Re-establish Trust

Not everyone who initially entered your funnel will opt-in right away. But there are steps you can take to increase the likelihood of your audience taking the next step. The most impactful way of all is to re-establish trust with those who have interacted with your content in the past.

How do you do this? The possibilities are endless. One method is to share testimonials from satisfied clients or share statistics about the success you have seen thus far. This reaffirms your brand with your warm audience, establishing credibility and providing tangible evidence they can use to base their buying decision on.

Creating ads with these confirming elements and targeting them at the people who have not yet opted in to your offer is one of the most fruitful ways to move potential customers further into your funnel.

  1. Play Hard Ball
    Now that you have ran several retargeting ads and nourished your Pixel with a substantial amount of data, it’s time to do what you set out to do from the beginning: sell.

This is the time to make your core offer. Build captivating ads with conversion-focused copy, and begin sending them out to your funnel. Your Pixel will capture the information of anyone who makes it to this step. If an audience member completes this step (whether its registering for a webinar, purchasing a product, or contacting your business), they are now a part of your client list! A valuable list of people whose information you have collected (including phone number, email address, profile and more).

If the user completes the action to take advantage of your core offer, they move into your customer funnel.

If the user does not complete the action, you continue with your efforts to convince them to act.

  1. Sweeten the Pot
    You will have users who visit your core offer page but do not act on it. That is okay! There are several ways to motivate these users to return to complete the action, including:
  • Offering an additional benefit – For example: Book within the next 3 days and receive a promo code for 10% off the price.
  • Retargeting with client-focused ads: For example: We noticed that you did not complete your registration. Don’t miss out on this informative class! Register today.
  • Entering these users into an email drip campaign follow up and continue exposing them to your products and brand.
  • Offer a free trial of your product for a limited time.

There are an unlimited number of creative ways to entice people to return and act upon your offer. The most important thing is that you continue to track them, targeting specifically to those who have not yet acted. To learn more about how to exclude people who have acted on your offer to ensure you only advertise to those who have not, see this article by MuteSix.

  1. Mind Your Manners

Your mother probably told you to always say thank you. All these years later, you should still be listening to her! One of the most counterproductive mistakes you can make in your Facebook marketing funnel is to lead people through your entire funnel, only to forget to show your appreciation!

Sending a thank-you email or having a thank-you landing page can turn your customers into brand ambassadors for your company. If customers feel valued and respected by you, they are more likely to share their positive experience, and since customer reviews are the most influential pieces of marketing material you can have, you want this to happen!

After you have made your customers feel appreciated, it is the perfect time to ask them to share their experience. You can ask them to:

  • Leave a Google Review of your business
  • Rate your business on Facebook
  • Like your Facebook page
  • Follow you on other social media accounts
  • Share your offer with their friends
  • And more!
  1. Keep Your Audiences Organized

For each action that an audience can take, a custom audience should be created. For example, if one of the steps within your Facebook funnel is for people to subscribe to your blog, a custom Facebook audience should be created called “Blog Subscribers”. If one of the actions you want your audience to take is to visit a specific page on your website, a custom audience should be created called “People who have visit (insert web page link here)”.

Check out this article from Adspresso for a fantastic straight-forward guide to creating custom audiences.

You’ll be thankful when you move on to your next advertising campaign that all of your custom audiences are saved neatly within Facebook and that you can target ads to them with just a simple click!

  1. Put Your Results to Good Use

The benefit of a dynamic Facebook funnel like the one we’ve described is that it allows you to follow your customers through each step of the buying process and determine where your successes are, and what parts need to be improved on. Because your funnel is laid out, your Pixels are set up, and your funnel path is clear, you no longer have to guess where you lost a potential buyer or what is preventing people from opting in.

The more you use your funnel, the more you can fine-tune it for optimum conversion. And the best part? You can use your funnel structure for years to come! All that is required to begin a new campaign to your target audience is switching out the content.

Facebook offers a variety of tools so you can monitor your advertising efforts. We recommend using the following:

  • Ads Reporting
  • Audience Outcomes
  • Cross-publisher reach reporting
  • Conversion Reporting
  • Conversion Lift
  • Brand Lift

Facebook has a page dedicated to these tools and how to utilize them. It goes without saying that the more conclusive data you draw from running your funnel, the better oiled your marketing machine becomes. Without monitoring, it is difficult to know which parts of your funnel you can trim, which parts you should build upon, or when to adjust your direction.


Eventually, when your Facebook funnel has been optimized to its fullest potential, you can implement Facebook Automated Rules. This advanced advertising feature from Facebook allows your funnels to run the way you want them to, without your constant oversight!

By setting automated rules, you can:

  • Turn off adverts, ad sets or campaigns at a specific time or date
  • Send a notification (but not take any action)
  • Adjust the budget up or down
  • Adjust the manual bid up or down
  • And more!

This provides businesses with a safety net when it comes to advertising on the Facebook platform, an especially beneficial bonus for businesses that run multiple funnels and advertising campaigns at a time.

You can even have multiple rule sets for one campaign! For example, if you wanted to increase the bid amount for ad sets that are performing well, while simultaneously lowering the big amount for ad sets that are under performing, and also pause ads that aren’t converting, you add each of these rules into your rule set and they would all be applied.

With a perfected funnel and carefully automated rules, the potential is endless. It’s not impossible that you could sit back and watch customers move through your funnel, all while being hands off.

Bonus Tip 2:

You can use free and inexpensive tools to create your ads. Websites like Pikwizard offer thousands of royalty free images that are completely free to download and use in your ads. If you are creating image ads on a budget, freemium tools like Design Wizard can help you create awesome professional images to use in your ads, you can even choose a free image that you like from Pikwizard and edit it in Design Wizard.

We’ll stop this article here, since you’re probably day-dreaming about all the things you could do with the time you’d save!





seo secrets

5 SEO Secrets Guaranteed To Increase Traffic & Grow Your Business

Google has never been more powerful than it is now. Its algorithm is complicated, yet sophisticated and refined, allowing the major search engine to weed out spam, organize data, and rank websites with an unprecedented efficiency. Unfortunately, each time Google improves its algorithm, it becomes harder for business owners to rank their websites and secure the traffic they need. So, how do you crack the code?

One of the most common misconceptions about SEO is that it is a one-time fix. SEO is not a one-size-fits-all checklist that business owners can complete and immediately see results. Much like a sailboat must constantly adjust to the wind, SEO requires consistent monitoring and tuning to produce ideal results. Google rewards businesses that repeatedly optimize their sites, proving their credibility and building a longstanding history of “doing the right thing”.

There are an endless number of things Google considers when validating your business. From link-building to HTML code corrections to content development. But how do business owners determine which techniques will create tangible results and result in more hard conversions? This blog aims to answer that question.

  1. Website Structure

When websites are in the conception phase, it can be tempting to want to build pages and create content that appeals to every possible user that may come to your site. However, if the scope of your site is too broad, it can work against you. When search engines like Google crawl through a website, they want to find the most relevant information as quickly as possible. Websites optimized for search engines need to be constructed in a specific way for this to happen. There are two ways to achieve this:

  • Physical Silos
    A physical silo is a pre-determined content hierarchy for your site. The highest point in the hierarchy should always be the homepage. From the homepage, users should be directed to your key silo categories. For example, if you own a carpet cleaning company, your key silo categories might be “Residential”, “Commercial”, “Restoration”, “About Us” and “Blog”. Once your silo categories are determined, you then begin building content-rich pages under each category that search engines will be able to easily locate. The more specific and keyword dense these pages are, the more favourably Google and other search engines will see them.
  • Link-based Silos

How you link pages together within your website can either help Google find the content it needs, or hinder it. If pages that are relevant to one another are linked appropriately, creating a consistent flow of information, search engines will find what they need to rank your website well. However, if crawlers go through your site only to be directed to dead-end links, or to sub-pages that do not support their category, your rankings will suffer.


It can be time consuming to restructure your website, fix broken links, or create additional content for link building, but in the long run your analytics will show the benefits. Bounce rates will lessen, conversion rates will increase, and your rankings will improve. Link based silo’s can be essential for ecommerce SEO because it’s unlikely that you are going to be able to get someone to link directly to one of your product pages, without violating Google’s Guidelines. Creating great content that naturally attracts links is the way to go, because you can then link to your own product pages from these heavily linked content pages and funnel the authority all the way through so that your product pages rank on page one.

  1. Quality Links

If you own a business that relies heavily on the function of your website, you have probably heard of backlinks. Backlinks are links from other locations on the internet that bring users to your website. For example, if your business is featured in an online article from a local newspaper and they link to your website, that is a backlink for your business.

It is common for marketing agencies or business owners to pay for backlinks. However, Google explicitly states that buying backlinks to improve your online rankings goes against their guidelines. This is why creating quality content on your website that gains attention organically is the best way to build backlinks. How do you do that? There are several ways:

  • Link Roundups
    Many bloggers and content creators on the Internet will post “link roundup” articles on their sites. They may do this each month or each week, depending on how frequently they post. In these articles, they will link out to all of their favourite articles, resources, and websites so their readers can check them out. If you produce quality content that is of value to the publisher of a link roundup, they may include your link! You can search for link roundup articles on the web and then look for the contact information of the person who shared it. They may be looking for something to share and you could be it!
  • Guest Posting

Many blogs and websites invite others to write for them, this is referred to as a guest post. This is a fantastic way to get your name out there! Look for websites that are active within your niche and then see if they offer writing opportunities. Be sure to approach sites with an article or pitch already in mind, and always send a few links to other articles you have written. If they find your content valuable, they should have no problem a link back to your site in the post.

  • Claiming Unlinked Mentions

You could have backlink opportunities that already exist and not know it. It is not uncommon for websites, blogs, and social media accounts to share your content without linking back to your site. This isn’t typically intentional; they just may not have known your URL or where the original content came from. You can find these unclaimed mentions using tools like Google Alerts to track your name and brand online. When you appear, reach out to whoever shared your content and politely request that they link back to your site. Most people are more than happy to make the adjustment!

3. Word Count

Did you know that the average word count for all of Google’s top-ranking websites is 1,980 words? Content matters, and the more high-quality, focused content you have, the more likely your website is to appear at the top of search engines.

When you write longer content about a specific topic on your website, the more likely you are to include relevant keywords and information that your audience is looking for. What does this mean for you? Google likes information that users find helpful. The more targeted and fine-tuned your content is, the more people will find it and read it, and the more Google will recognize it.

Not sure how to focus your content and include keywords that are pertinent to your audience? Try using keyword generator sites like or Simply type in a phrase that appears in your website frequently, like “carpet cleaning”. Then watch as common keywords related to your search appear! It’s that easy.

AI copy writing tools can also help you achieve to desired word count. to be honest, some of them have gotten so good that you don’t even need to edit them, check out this review of Closersopy vs Jarvis to get a full rundown of the best tools

4. Mobile Optimization

mobile seoOne of Google’s most recent algorithm updates made sure that websites that are optimized for mobile users saw a boost in rankings when searched for from a mobile device. With mobile searches steadily increasing year over year for Google, the search engine giant wants to ensure that websites that are making the effort to be mobile-friendly are easily located for those using the platform.

How can you make sure your website is optimized for mobile use? Invest in responsive design. Google has several tools for testing the responsiveness of websites and the more you have, the more power Google will give your site.

Below are some of the responsive elements Google looks for when ranking your site:

  • Flash – Many mobile browsers are not flash compatible. Google wants to see websites using more up-to-date technology for video content.
  • Font size – If your website does not automatically scale the size of the font on your website, users must zoom in and out. Google sees this as an inconvenience for your viewers.
  • Touch elements – If buttons, links, etc on your website are too close to one another, people will find it difficult to click on them without accidentally clicking on another element. Google wants all clickable elements on your page to be distinct and distanced from one another for optimum user experience.
  • Pop-ups – Full screen pop ups are an inconvenience to mobile users. They slow down loading speeds and create a barrier between your viewer and the content they are looking to find. Google penalizes mobile sites with frequent pop-ups.

Optimizing your site to adhere to these guidelines will increase your ranking performance for mobile searchers and result in more mobile users finding your site. An excellent way to gain new visitors and reach your target audiences while they are on the move!

Did you know that you can also do mobile keyword research? It’s true. Desktop keywords and mobile keywords differ, and knowing the difference could make all the difference for your website. The more you implement mobile keywords into your website, the more your site will appear at the top of mobile searches.

So how are mobile keywords different from desktop keywords?

  • Mobile keywords are shorter – People have less time to type when they are on the go. Your mobile keywords should always be less than three words. For example, on a desktop computer a user might search “Full service nail salons in Boston”, but from their mobile device might only type “Nail salons Boston”. To think mobile, you should always think concise.
  • Mobile keywords include location – Since users are often on the move when they search from their phone, they are usually looking for businesses that are close to them. Apps like Google Maps are used frequently on mobile devices, so including keywords that let people know where you are located is always beneficial. For example, you might want to optimize your site for “Coffee shop in West Toronto” or “Coffee shop on 97th Street”.
  • Mobile keywords include voice searches – When people use their cell phones, they often use voice software like Siri or Cortana to search. However, people speak differently when they speak than when they type. For example, questions are much more common from mobile devices than desktop. People frequently say things like “Siri, where is the nearest gas station?” rather than “Gas station”. You may want to consider adding questions to your keywords to optimize for mobile!

5. Video Integration

Video is one of the fastest growing online content forms, and there is no sign of it slowing anytime soon. If you aren’t already using video on your website, you may want to start developing a strategy. Videos account for 62 per cent of all Google searches, according to Marketing Land. That’s a huge portion of the Google pie!

When you record a video for your website, following these simple steps will boost your ranking results:

  • Upload your video to YouTube – This is one way to guarantee that Google will index your video, since YouTube is owned by Google.
  • Embed your video on your site – Since users who watch your video on YouTube won’t necessarily visit your website, you want to include your video on your site. When someone watches the video on your website, Google sees those views and includes them in the total tally of views on your video. Of course, the higher your views, the more credit Google gives your site!
  • Make your title searchable – Google considers your headline above all else when it comes to what terms are being used to find your video. Use long-tail keywords if possible, then always make sure your video title and description match those keywords.

Again, SEO is an ever-evolving strategy that requires steady, continuous monitoring. What works today may not necessarily work tomorrow. However, building a strong SEO foundation for your website by applying the tips above will mean you have more to build upon when further tactics are required.

The goal of every business should be to send as many positive indicators to Google and other search engines as possible. The longer your site is operating with a high number of indications working in it’s favor, the more it will gain momentum and yield positive results. When Google changes its algorithm, some of your indicators may turn off, but your business will still be in a better position to repair these hits than websites that have not yet implemented these steps.

Which leads us to our bonus tip! Always track your analytics closely. Watch how your keywords are performing, check bounce rates and click-through rates. When you make changes, set goals that will indicate how well your methods are working. Keep up to date with Google changes and keep your ear to the ground. Sometimes, there are valid reasons for dips in performance. Other times, the reasons will not be as clear. The only way to know for certain is to keep close tabs on your numbers.


How To Set Up Google Adwords Campaigns In 2017 With 10 Easy Steps [Infographic] + Step By Step Guide

How To Set Up Google Adwords Campaigns In 2017 With 10 Easy Steps [Infographic] + Step By Step Guide

If you run a business, you understand that it lives and dies by it’s ability to attract new customers. One tried and tested way of attracting new customers is through Google Adwords. Unlike an SEO campaign which can be slow to gain traction, an Adwords campaign can bring results pretty much instantly.

But there is many things to learn to make sure your adwords campaign is attracting relevant traffic and not just tossing your entire budget down the drain. In this article we have put together the steps we take when setting up a new Google Adwords campaign and we have summarized it in an infographic, but on top of that we have also included a more detailed step by step guide using the example of a lawyer based in Manchester, New Hampshire. We hope that you enjoy this article and that it teaches you how to set up Google Adwords campaigns in 10 easy steps!

how to set up an adwords campaign in 10 easy steps

If you have never created an adwords campaign before, then the first thing you are going to want to do is go over to and sign up for an account

Once you have signed up for your account you will be greeted by the following screen prompting you to create your first campaign.

You are going to want to skip this part so that you can do your keyword research and give yourself the best possible chance of creating a great campaign. For the keyword research you will use google’s keyword planner tool. At the top of the screen click on “tools” and then click on keyword planner. This tool is really great as it allows you to find out how many people search for the keywords that you think of yourself as well as suggesting other keywords that are highly searched.

In the keyword planner tool you will want to choose “search for new keywords using a phrase, website or category.”

At this stage when I’m creating a new campaign, I try and think of keywords that I would Google myself when searching for the service or product on offer, so bearing in mind that this campaign is for a general law firm in Manchester, New Hampshire, here are some of the keywords that I would probably google when searching for legal services in Manchester.

Attorney Manchester

Manchester attorney

Manchester lawyer

Lawyer Manchester

Family lawyer Manchester

Elder law attorney Manchester

Personal injury lawyer Manchester

Personal injury attorney Manchester

Wills lawyer Manchester

Business lawyer Manchester

Tax lawyer Manchester

Construction lawyer Manchester

Criminal lawyer Manchester

Criminal law attorney Manchester

Family law attorney Manchester

Immigration law attorney Manchester

Patent attorney Manchester

Real estate lawyer Manchester

Real estate attorney Manchester.

Trust lawyer Manchester

Estate attorney Manchester

If your firm specializes in one area of the law then you would only search for keywords related to that area, so for example if you were a real estate lawyer then the keywords would all be real estate related like “real estate attorney” “real estate lawyer” etc. The reason the keywords I have chosen are so broad is because my fictitious law firm practice in all areas of the law and want to attract clients from all of these areas.

I will paste my keywords into the “your product or service” field and choose the geographical area I am targeting (Manchester, NH) . Then click “get ideas

When you click on get ideas you will be greeted with adgroup idea’s, I usually switch to “keyword ideas” as it gives me an idea of how many people search for the individual keywords I came up with myself, as well as suggesting other keywords.

Now I can see how many monthly searches there are in Manchester for my own keywords

And the tool will also suggest similar keywords that I may not have thought of to use in my campaign. The reason you want to do this is simple, You might come up with your own list of keywords, but if no-one is searching for them then you will never drive traffic to your website, so it’s best to know from the beginning, the highest searched keywords so that you can get your law firm in front of more prospective clients on google.

You can download the entire list of suggested keywords by clicking on download and choose excel csv

On the excel spreadsheet that downloads there are some columns that I view as important and some that I like to get rid of. The columns I like to keep are “keywords” “average monthly search” “competition” and “suggested bids”.

At this point I will delete the other columns so that my spreadsheet looks like this

Then I will sort the spreadsheet, by highlighting the average monthly search volume column and sorting it from largest to smallest, so that I can see the highest searched keywords. You can see what the excel sheet looks like at this stage by clicking on “Keyword Planner after sorting largest to smallest” (Downloads my excel file). Not every word in this excel spreadsheet is good for a law firm to use so now I sift through the list and delete anything that isn’t relevant. It’s possible that there are more time effective ways of doing this, but this is how I like to do it as I feel that it leaves no stone unturned. At this stage I simply look through the entire list, eyeball it and highlight any keywords that are relevant so that I can use them in my campaign. This will leave me with an excel sheet looking like this:

I’ll then go through and delete the rows that I haven’t selected for my campaign so that I am left with the keywords for my campaign. You can view my excel sheet by clicking on this link Keyword Planner after sorting so that it is only relevant keywords now (downloads my excel)

Now what an amateur would probably do at this stage is just throw all of these keywords into one campaign with one adgroup, but you want to create adgroups with relevant keywords so that you can get a higher quality score and pay less per click. (You can learn more ways to lower your cost per click here) In other words keywords related to family law would have their own adgroup, as would keywords related to personal injury and so on and so forth. Again there is probably a more time effective way of doing this but I like to organise them into my adgroups on the excel spread sheet, so I physically drag the keywords into relevant groups. After sorting I have now got some specific adgroups with really great long tail keywords. Here are the adgroups I’ve created in this campaign:

Manchester Lawyers

Manchester Attorneys

Manchester Law Firms

Personal injury attorneys

Personal injury lawyers

Immigration lawyers

Divorce lawyers

Family lawyers

Divorce attorney

Estate planning attorney

Employment law

Manchester Legal services

Real estate lawyer

Real estate attorney

And you can download my list by clicking on this link – Keyword Planner after sorting into adgroups (Downloads my excel file)

The reason you split your keywords into relevant adgroups is so that the ads you create for each adgroup are more relevant to what the person searches for, which will increase your chance of getting a click for that keyword. To give you an example, if someone googles “personal injury attorney Manchester” they are much more likely to click on an ad that contains the words “personal injury attorney Manchester”, rather than an ad that talks about a family law attorney in Manchester. Having relevant adgroups will also improve your quality score meaning that you can show up higher on the page and pay less per click than your competitors will.

Now that I have completed my keyword research I will go ahead and create my campaign. To do this click on “campaigns at the top of the screen and you will be greeted by this screen.

Click on create your first campaign and then you will see this screen

The type of campaign you want to create is “search network only” and you should select “all features” rather than standard. Name your campaign and start setting up the campaign by first of all choosing the location you want to target with your ads.

For bid strategy choose “I’ll manually set bids for my clicks” and enter your default bid, your daily budget should be your monthly budget divided by 30.4, so if I wanted to spend $1,000 a month on adwords, my daily budget would be $32.89 ($1,000 divided by 30.4) from here skip the other options and scroll down and click “save and continue.”

The next screen will prompt you to create your first adgroup and you will use the keywords and adgroups you created earlier to build your campaign. In this case I am going to start with Manchester Attorney’s. This guide will help you come up with idea’s to write great ad’s that resonate with your prospective clients, in this case I’m going to keep it simple yet relevant to the adgroup. It’s important that the ad is relevant to the keywords in the adgroup as this will increase your chance of getting clicks. It’s important to choose a relevant landing page for the ad’s so for example if your ad is about personal injuries then direct the visitor to a page on your website that talks about personal injuries and so on and so forth. If you want to learn more about landing pages and why they are so crucial to PPC campaigns then click here

At this stage is where the amateurs are separated from the pro’s because all of the keywords I have added at this stage are “broad match keywords” and broad match keywords in a search campaign are a recipe for eating up your budget. This article  explains keyword match types in more detail, but as a general rule, I never use broad match keywords. They will eat your budget alive with irrelevant clicks. To quickly change the match type of all the keywords, go to the adgroup, select all keywords, click “edit” then click on change match types, change broad match keywords to phrase match keywords and hit make changes.

I like to use at least 2 ads per adgroup, in some cases I will add 3 or even 4 ads per adgroup. This way I can test ad copy for clicks and optimise my campaign by learning which ad copy attracts more clicks. To add more ad’s click on ads and then click on the red button “+ad”

Go ahead and add all of the other adgroups that you have created in your earlier keyword research and write relevant ad copy for the ads in each adgroup. Then go to your campaign settings and set the ads to “rotate evenly over 90 days and then optimise” or else choose “rotate indefinitely”

Make sure that when you have created all of your adgroups, that all keywords are either phrase match, exact match or broad modifiers. You will now want to go ahead and create some ad extensions so that your ads will really stand out.

At the very least you should add

Sitelink extensions – sitelink extensions explained

Callout extenstions – Callout extensions explained

Call extensions – Call extensions explained

Location extensions – Location extensions explained

You can learn more about extensions in this guide

Something else that the pros will do from the offset is add negative keywords to the campaign from the beginning so that your ad doesn’t show up for keywords that won’t bring you any new business, you can click here to download our General Negative Keywords (excel download) and this article details how to add negative keywords to your campaign and why you should add them.

And that’s pretty much it to begin with!  If you set your adwords campaign up in this manner you should get off to really great start and you can be sure that your PPC campaign will be a success! If you want to know how to optimize your campaign going forward, check out our infographic detailing 50 ways to optimize your adwords campaign.

If you are a lawyer who found this post and want to know how you can improve your adwords campaign once it’s been set up, then be sure to check out this awesome step by step checklist to generating more leads for your law firm.


50 Adwords Optimization Tips To Help You Get More Leads [Infographic]

What most people don’t realise about Online marketing is that its mostly about traffic. You can design a great site, you can run CRO experiments all day, but your site is nothing without traffic/visitors. One of the most profitable ways of driving traffic to your site is through Google Adwords. You can also drive traffic, with a great SEO service or through social media, but SEO results tend to be much slower to provide an ROI and organic reach from social media is dwindling every day.

If you are new to Google Adwords Management and want to improve account performance, then this infographic is the perfect Adwords optimization bible for you! Once you’ve set up your adwords account, you are going to need to use some of the smartest strategies in the business to optimize it for better results. In the adwords optimization infographic we show you 50 ways that you can optimize your Adwords account, to help you increase Adwords account performance and ultimately get more leads.

From the simple stuff like adding negative keywords, all the way up to more advanced strategies such as “day parting” your bids and “SKAG’s”, this infographic covers some of the very best ways to optimize your campaign performance. But you don’t want to hear any more of my drivel, so check out the infographic below. If you would like to share it with anyone, be sure to shoot us an email and we’ll be happy to send you the original file. Happy optimizing!

50 Adwords Optimization Techniques To Help You Get More Leads
50 Adwords Optimization Techniques

12 Conversion Experts Share Their Tips For Increasing Conversions

Is your website getting a ton of traffic but just isn’t converting website visitors into leads? Let me guess – you’ve done SEO the right way, created some killer content and your organic rankings have been boosted as a result? On top of that you have set up and optimized a Google Adwords campaign, that is driving some great traffic to your site with all of the right keywords, but all of this traffic is proving to be just that… Traffic. If you have this problem then you need to start optimizing your landing pages so that they make it super easy for visitors to understand what you do, why they should work with you and why they should convert into a lead or a sale. Ideally when creating your landing pages you want to try to almost be psychic and give the visitor every piece of information that they are looking for. Which will in turn allow them to  convert easily as they don’t have to go looking around your site. After tapping into your “psychic super powers” you are going to want to test, test and test some more until your landing pages are primed for conversions (then test even further!). This beginner guide to conversion rate optimization from ConversionXL is a great place to start learning about CRO and the definitive guide to CRO from Quicksprout also includes some really great information. But if you are looking for some quick tips to increase your conversions, then you have come to the right place, because we asked 9 of the world’s leading Conversion Rate Optimization Experts for their top tips for increasing conversions and they didn’t disappoint!


Johnathan Dane is the Founder & CEO of Klientboost. He’s been interviewed by Google, webinared by KISSmetrics, and podcasted by Unbounce.

Multi Step Landing Pages:

If you think about it, most of what you want in life starts on a small scale.

– Want that significant other? Get their number first

– Want to lose weight? One healthier meal at a time

– Curious if that movie is good? Watch the trailer or read the reviews

Multi step landing pages are the introductory offer you see your masseuse giving away (50% off your first visit) or the Yes Ladder in sales. It’s a way of getting your prospects to take that first step into your funnel, without them being threatened.

If your landing page asks for name, email, phone number right off the bat and what your asking the visitor to do is a high ask, then test adding more fields and more steps to getting them to convert.

We’ve built our whole website around this approach with a single goal and a three step conversion funnel.



Scott Brinker is the co-founder and CTO of ion interactive, the editor of and author of Hacking Marketing. He is a passionate advocate for marketing experimentation and innovation.

Adopt Agile
After years of working in the conversion optimization space, I’m convinced that adopting agile is the single best thing a company can do to improve its results in conversion optimization. The more agile you are, the better your conversion optimization will be.

An agile marketing team can tackle a series of conversion optimization tests in short sprints, 1-4 weeks in length. They can run daily 15-minute stand-up meetings with all relevant stakeholders upstream and downstream to assure “message match” alignment and eliminate any roadblocks. At the conclusion of the experiments, they know exactly what they’ve measured and how to leverage it in production. Then they’re immediately on to brainstorm their next iteration.



Peep Laja is the founder of Conversion XL the world’s most popular conversion optimization blog, and top 1% optimization agency working with fast-growing companies

My Number One Tip – Forget Hacks!

You need to identify what actually matters. Forget “hacks”. Stop looking for shortcuts, and do the hard work that’s needed to get sustainable results. You need to do the heavy lifting and conduct user research as well as quantitative research on your website. Look at the ResearchXL framework to learn how.



Jacob Baadsgaard is a PPC & Conversion expert. He is the founder and CEO of Disruptive Advertising a leading PPC agency

Build A Detailed Buyer Persona

I’ve found building a detailed buyer persona(s) is a critical element to any effective CRO effort.

Most businesses start testing for the sake of testing which rarely leads to the desired outcome. Most businesses will have 4 – 7 buyer personas which can range a great deal from gender, age, income levels, likes/dislikes, etc. The key is focusing on the perceived pain of their customer and using the personas to craft a message that is relevant and compelling.

Taking the time to build a buyer persona is what builds the human element into your test which will often lead to much higher success rates. For tests we run with well built-out buyer personas we have a significant lift in performance well over 50% of the time.

Would you create the same experience for a 57 year old woman as you would for a 22 year old man? Sounds crazy right? Unfortunately most marketers don’t realize they are doing just that especially with the targeting control they have in their PPC campaigns.

Finally, marketing is a lot funner when it gets personal so take the time to build out your personas well and come up with the next 3-6 months of tests you plan to run for each one.



Michael St Laurent is a conversion expert and an Optimization Strategist at Wider Funnel – One of the leading Conversion Optimization Agencies in the world.

Test removing sections from your page! 

That’s right. Removing entire sections of a page is one of the biggest shortcuts you can take, in order to better understand what your visitors value. One of the most important lessons in conversion optimization is to learn to let your visitors tell you what is important to them, rather than deciding for them.

Challenge the idea that you know what your users perceive as valuable.

You will be surprised at what you learn. You may find entire sections of your page that you thought were valuable are actually making no difference, and you may discover a piece of content that you didn’t know people cared about.

Remember that an experiment is exactly that: an “experiment”. Every test doesn’t have to be the next generation of your page, and every test does not always have to move the needle forward. The fastest way to learn what matters most to your users is to take things away until you see a massive reaction.

You will find that when you remove certain pieces of content, your conversion rate changes dramatically. This is what you are looking for, and it means your visitors are telling you what is important to them.

Once you know the value of each of your value propositions, it is a lot easier to focus your efforts in the right place. Happy testing!



Samantha Kerr, is the CRO Manager at Hanapin Marketing, the world leading PPC Agency behind the PPC Hero Blog and Hero Conference – the world largest All PPC Conference series

I don’t believe there is one single tip anyone can give that is sure to increase conversions.  However, I will discuss one of the most important things you should keep in mind when you’re looking for something to test or assessing any type of data. Your user and their expectations. To read more on this topic, check out my blog post on PPC Hero. Your users need to be at the forefront of your mind when you’re making optimizations to your landing pages.  What do they expect to see when they land on your page?  What is their intent?  Ensuring you understand your users and know what information they’re looking for will help you send them to the most appropriate landing pages and deliver the content they’re looking for.  If their expectations are met, they’re more likely to explore your site and move further down the funnel.



Kate Wilcox, is a CRO Coordinator at Hanapin Marketing, the world leading PPC agency behind the PPC Hero blog and Hero Conference – the world’s largest all PPC Conference series:

I’m sure most CRO folks would agree that there’s no single thing you can do that will most definitely boost your conversion rate every single time. This is why we test our little hearts out! I will however give you a solid piece of advice that will greatly benefit you in a grand majority of situations you may find yourself in: Create a dedicated landing page. Dedicated landing pages address and nullify numerous major issues that can cause friction for users including too much information and stimulus presented on the page, access to too many egress points, and lack of congruency or relevancy to the user intent just to name a few. Check out my recent article on PPC Hero if you want to read more about this specific topic. Bottom line, dedicated landing pages can ensure that you’re bringing relevance to the table in a succinct fashion. Aligning relevance can greatly benefit any page



Keith Hagen, is the Director Of Conversion Services at (formerly conversion IQ), one of the leading eCommerce marketing agencies in the world. He’s been gaining insights into what is and isn’t working with websites since 2002.

I get close to prospective customers.  I find out what they want and try to give it to them.  The only barrier is they are on one side of a website, and I on the other.   That means I have to do almost anything I can to learn about their decision making process.  My hack is (get ready for it) talking to people!!!
Yes, I know GA, I have access to online user test platforms as well as qualitative polling and survey tools, heat-maps, screen recordings, feedback tools, live chat transcripts, etc, and I use ALL of them as well.  But NONE of them reveal the insights that talking to people do.  Here is how I do it:
1) User Interviews – Research Panels allow you to pin point a type of person and ask them questions.  For a bit more money, you can often set up a web meeting, interview them and then go through the website in an assistive user testing manner.
2) User Focus Groups
3) CSR Focus Groups – Sure, the people mostly deal with post purchase issues and only hear from certain types of people otherwise, but they have nuggets, so get them together (for synergy) and start digging.
4) Sales Folks – They know and carp load and don’t want to take the time to talk to you unless you demand it while at the same time selling the benefits of your work to them.  If you can’t relate to sales people, you shouldn’t be optimizing websites (psssst:  Its the same thing).
5) In Store Customers – Is your site brick and mortar?  Go shadow a sales person for a day, or even a week.  You will see how people shop off-line, this will help you realize how the process translates online.
Once you have real insights from real people, now you can go off to the “old” CRO tool sets you are more familiar with, like Analytics and Heat-maps, to quantify, validate, prioritize etc ’til your hearts content.
The difference is that your insights will be better, your treatments will be better, and your tests will (almost) always win!


Susan Su, is a Venture Partner at 500 Startup, a leading Venture Capital seed fund and startup accelerator, an expert content marketer, you can find her on Twitter under @susanfsu

My number one conversion “hack” is about email marketing. It’s my favorite because it’s dead-simple and everyone can and should do it. Go to and check your sender score. Make sure it’s above a 9. Make sure you’ve verified your SPF and your DKIM (google those terms, plus whatever email marketing tool you’re using), and follow the help instructions from your provider. Most people don’t know about these easy fixes that can improve your open rates by up to 10% all by themselves. Higher open rates will give you more replies and more replies will give you more conversions!

Mícheál Brennan is the Principal Consultant at, a digital marketing agency based in Cork. He has generated millions in revenue for his clients through Google Adwords & SEO

The absolute best hack that I have used to increase conversions and grow leads for my clients is by implementing live chat with a pre chat survey. It’s a phenomenal way to increase engagement and create customer delight. The ideal sequence goes as follows: The live chat prompts the website/landing page visitor with something like “Hi there! is there anything I can help you with?” if the visitor wants to engage, they will then click on the button to chat now, but after clicking chat now and before being put through to an operator they have to fill out their name, email and phone number (or just name and email in some cases, depending on the information you need). My favourite provider to use is Live Chat Inc, because they have the capability to do the exact sequence I mentioned and they offer a 30 day free trial, so you can try it out without any additional cost. We’ve increased leads by 300-400% in some cases using this strategy. They even have a mobile app, so if you are a busy business owner who can’t sit in front of the computer all day, you can still chat with your potential customers from your phone while they are on your site.

Grant Perry is Marketing Director of Agora Integrated Marketing (AIM), the in-house agency of “The Agora” – a billion dollar a year direct responsive publisher with millions of subscribers around the world. 

Use pop ups to double your conversions.

People say they hate them but they work like gangbusters. As with any marketing device they can be annoying, but used right pop ups can double your conversion rate without irritating your prospects.

Ultimately you’re ensuring you get that relevant message to the right person at the right time. Pops ups do this perfectly and allow a clear call to action.

To avoid a poor user experience you can tailor the message to both the content and the user. You can also limit to a frequency you’re comfortable with. Also consider removing pops for logged in customers or show them a targeted message, perhaps pushing to a subscriber only benefit or renewal notice. Exit intent pops (based on browser movement) can be an excellent way to only display a message as someone is leaving, therefore not disrupting their experience. They don’t work on mobile devices so you will need to use a timed pop up there. The temptation we’ve found is for people to wait too long to show the pop and miss most of your traffic seeing it. Somewhere around the 5 second mark works very well.

Since Google is trying to penalise pop ups that completely take over a mobile screen, or prevent a user from seeing content, you have to balance the risk of lower traffic with the upside of super charged conversions. In this scenario, the current best practice is to show all mobile traffic from Google search a compliant pop, while hitting mobile traffic from other sources with a higher converting interstitial.

You may also face issues with some ad platforms, especially on “squeeze” style landing pages but generally for blog or editorial content you’ll be fine to use a pop up to reinforce your offer or other compelling reason to convert.

Brad Gerlach is a Hubspot Certified inbound marketing consultant and at Pittsburgh Internet Consulting. A jack-of-all trades and master of many, his favorite focus is SEO and lead generation for B2B.

The truth is that generic offers don’t work as well as topic specific offers. Providing a Content Upgrade is my favorite conversion tactic. A CU is simply a topic specific download or offer for a specific post that provides added value, or an upgrade, on the topic of the post. This can be a checklist for a tutorial, a list of resources mentioned in the post (with a couple bonus resources that weren’t in the blog post) or in-depth guide on the topic of the post.

Bonus Tip: Get an SSL! An SSL will be much more important in when Chrome 62 update hits in October. Chrome will be showing a “Not Secure” warning on non-SSL sites when a user has to input any type of data. This includes your optin and contact forms. I am sure that warning will drive down conversions.

Get A Better ROI From Your Marketing Budget With Google Adwords – Infographic

At SMBclix we love Google Adwords and SEO. We hate bad marketing! In our opinion bad marketing is any marketing campaign that doesn’t produce a positive return on investment. Some of the more traditional forms of advertising such as newspaper advertising, command really high fee’s and in our opinion don’t produce great results any more – unless you have a moster budget and don’t need to actively measure the ROI from your marketing campaign.

Because we love Google Adwords so much and hate bad marketing even more, we decided to create a Google Adwords Infographic to compare pay per click advertising with some other advertising platforms, to illustrate just how much more value you can get from a Google Adwords campaign versus some other advertising options. Whether you are looking to increase ROI on your marketing budget, or just simply measure the results of your marketing campaigns better, Google Adwords is the answer!

google adwords infographic


Few Quick Tips on Conversion Rate Optimisation

Overhauling or making changes to a website can be scary. There are many risks and questions involved. What if conversion rates go down or what if the experts you involve to make the changes end up hurting your business? These concerns are absolutely valid, but every business has to take risks to improve the conversion rate of their website. You must explore new opportunities and fight challenges with a calculated risk at the very least. However, it is quite apparent that most of the websites focus on aesthetics rather than conversions.

A conversion is an action that increases the visitors to your website and conversion rate optimisation is an online marketing process that increases the amount of visitors that convert into a customer. Most of the business takes conversion as a goal that adds value to the business. This usually takes the form of sales, leads, average order value, revenue per visitor, etc. It is essential that you implement additional conversions functions to increase revenue and gain more customers.

A few pointers on conversion rate optimisation are mentioned here.

  • Polishing your website navigation is essential for business. The objective of your side, top, and footer navigation is to make your website the most frequently searched one. It also ensures that the content is easily accessible. By understanding and analysing what is important for your target audience, you can intelligently craft your navigation menu.
  • There is a widely held misconception that forms on a website should be small and precise. Instead of assuming less is better, you should try and test multiple forms. Though initially, it may appear counter-intuitive, people may feel compelled to complete the process if your form is broken into multiple steps.
  • Product page optimisation is one of the most significant aspects of your website. There are plenty of ways by which you can tweak and test these pages to increase your store revenue. By considering some of the basic elements such as selecting the right colours, labour over your layout and including the best call to action may help you achieve the desired results.
  • Make your homepage an open door for the rest of the website. Do not crowd your homepage with too much information – it can make your site confusing or slow to load. Instead, use your website’s home page space to optimise for conversions by keeping it simple and easy to navigate.

Finding Content Marketing Services in Cork, Ireland

A strong content marketing campaign is essential for every business and website, regardless of industry. Producing crisp and great content is not only useful for social media optimisation but also helps the business to increase its visibility and in brand promotion. Brand building at the core of any social media marketing campaign.

Many companies struggle to create content. Hiring an agency to provide content marketing services is a smart move. There are several content marketing agencies available in Cork, Ireland. They offer a wide range of services for your business which will prove critical to the long-term success of your business.

The following tips will help in finding the most effective content marketing service in Cork, Ireland.

Strategic capabilities: There are several companies with a documented content marketing strategy that reflect their long-term content marketing initiatives. The agency having a head of strategy should have a consistent approach and good track record.

Diverse work portfolio: Case studies are a good way to get an in-depth view of the content marketing agency and its long-term goals. However, a portfolio provides a quick and brief snapshot of the strategies and campaign that a content marketing agency can produce, the type of clients they have worked for, and the quality of their services. It has been discovered that articles, infographics, press releases, and data-visualization are the most important sought-after content formats. The agency you choose must be able to produce them.

On-site client testimonials and other recommendations: Testimonials from previous clients are the most authoritative forms of recommendation for a content marketing agency. These people who have worked intimately with the agency and its team of members, have no bias, and have genuinely found value in their results. Getting a face-to-face interview or phone interview can add a bonus.

Small agencies could produce big results: Oftentimes, smaller agencies become so consumed in doing excellent work for their client that they forget to work and invest in their own brand. You should never overlook such agencies that may not have as many as dedicated resources to their own brand, but they are dedicated to providing quality services for their client.

Increase Your Business’s Online Presence with SEO Services in Dublin

Search engine optimization makes sense if you want to increase the presence of your online business. In fact, it one of the basic services you can get from an SEO agency in Dublin. With SEO services, your online presence and traffic can be boosted to get organic, natural, or free search results. The results of an SEO campaign can depend on many factors, including the quality of the service and the expertise of the provider. Hence, it is crucial to pick only the best provider of SEO services in Dublin if you want a successful way to increase your business’ online presence by placing it on the top ranks of search results pages each time someone looks up any product or service that is relevant to what you offer.

Many SEO strategies exist, and you need to conduct research on keywords and competitors, create high-quality content, and work on analytics tools to ensure the best results. Moreover, you may need to reconstruct or fix your website, too. SEO services in Dublin can save you from all the hassle and guesswork involved in optimizing a website. By leaving those tasks to them, you can focus on other crucial activities for your business and you do not have to worry about going through intensive training or hiring additional staff for your SEO campaign.

There may be a lot of SEO Services in Dublin, but only a handful are able to stand out with their proven results, reliability, expertise, professionalism, and global presence. Be sure to look up the experience and expertise of the SEO service provider and verify them through case studies, client testimonials, and by calling up references. That way, you can be confident that you are hiring experts who are truly reliable and experienced in what they do. Go for a company that excels in local SEO, and make sure that you are they use only white hat SEO techniques, so you do not have to worry about your website getting blacklisted by Google and other search engines.

How A PPC Agency Can Help You Achieve Good Results

You probably already know by now that Pay Per Click or PPC is a great advertizing medium because it lets you target users who are already interested—and actively looking—for what you are offering. But you might be wondering: Do you really need a PPC agency to help you achieve good results?  If you’re serious about increasing your return on investment, then hiring a PPC agency is a great idea. Here are some of the many ways by which a PPC agency can help you get better results.

  1. Saves time – PPC management requires a lot of time commitment. Managing and updating keywords, campaigns, and ads can easily take up your entire day—or even your entire week. From manual bidding to constant monitoring, a PPC agency can take care of all the high maintenance duties. You can be sure that experts are watching your PPC accounts and ensuring higher ROI.
  1. Save money – You can easily waste thousands of dollars on a PPC campaign if you don’t know what you’re doing. Hiring an agency to take over your campaign means gaining a team of experts who know exactly how to manage bids to maximize your budget. They can also optimize targeting so that you never spend on irrelevant clicks.
  1. Effective and measurable resultsA good PPC agency has one goal: to ensure that your campaign drives valuable leads to your website. They have a mastery of which ad formats and keywords work best for specific goals. They also consistently monitor your PPC campaign’s performance, ensuring that it brings in qualified traffic.
  1. Dedicated support – The best PPC agencies usually have open lines of communication with Google AdWords technical support representatives, so they are able to resolve issues much quicker. Some agencies even get first access to newly rolled out AdWords features that are still on beta testing.

Lastly, PPC professionals have years of experience across online advertising platforms. They can see problems and potential issues before they get bigger. This foresight allows them to position your campaign optimally and save you from a lot of headaches down the line.