Yesterday evening I had the good fortune of being invited to “2016 – Paid Search Marketing in a Data Driven World” held in partnership between Web Talent Marketing and Google (yes, that Google). This opportunity not only gave me the chance to learn a lot about paid searches and how the team at Web Talent works, but also to meet some of people who will decide on my employment with the company. Needless to say, my nerves were stretched to the max and I turned on The Sarah Show (my term for when I have to be an extrovert) full blast. I was so anxious about making a good first impression that I swear I was minutes away from tasting color. After the first very uncomfortable moments of me trying to figure out who was who and whether I could interrupt conversations, I calmed down some and was able to talk to a few of the wonderful and extraordinarily talented people that work at Web Talent.
At the end of the evening, Matt kindly talked to me about my candidacy and I feel really great about moving forward with my campaign to get them to hire me. These are my kind of people. I’m looking forward to going into the next week’s interview and turning off The Sarah Show and just being me. The quirky, Type-A introvert with poise—and hopefully a lot less stressed.
While I learned tons last night, I’m only going to share with you my top 5 favorites because otherwise this list could get ridiculous and I don’t want to bore you immensely with my harping about how great Web Talent is.
1. Measuring your site appropriately is a must: This is something that both Max Abitbol from Google and Justin Emig from Web Talent discussed. You’re not going to be able to effectively measure your ROI unless you’re looking at what numbers are impactful to you. High traffic will mean nothing unless you’re converting those numbers into sales. What numbers matter to one business may not be essential to your bottom line.
2. Paid Search dominates on mobile pages: As Max illustrated in his presentation, when you Google something on your phone, the paid advertisement will take up the entire screen—prime real estate. You will have to scroll down to see the organic search results. Since I’m in the practice of generally ignoring paid searches, I had assumed they had little to no impact. Obviously, this whole presentation proved how wrong I was. There’s so much more an advertisement can do on Google than just sell a product. With so many searches happening on-the-go, paid searches are key to success.
3. Bid Management Software won’t get you the personal connection you want: In my naivety, I hadn’t really thought much about software specifically controlling what results you get when you search keywords. When you rely on this software as a business, you’re not carefully monitoring when your business comes up as result, meaning you may potentially be a result for something completely unrelated. You’re going to get the best bang for your buck when you invest in people devoting their time and monitoring your searches.
4. DIY Paid Search is risky: Investing in paid search is essential. As Max said, SEO and SEM are “better together.” But when you take on the responsibility of paid search without much background in how to do it effectively, you can quickly start wasting money when your ads are results for topics unrelated to yours. Instead choose to spend the money that you would lose haphazardly doing paid search yourself to pay an agency (such as Web Talent Marketing) to do it for you and will ultimately bring you better ROI.
5. Don’t be afraid to ask uncomfortable questions: I thought Justin’s explanation of how Web Talent works differently than other marketing agencies brilliant. They function on the principle of asking uncomfortable questions. Web Talent wants to know everything about your business in order to provide the best possible service to you. And of course, asking prodding questions can get a little uncomfortable. I really like that Web Talent isn’t afraid to push the boundaries in order to do the best possible work for their clients.
I might be a little bias, but I really think that Web Talent Marketing is a worthwhile investment for any business. I’ve been fortunate enough to become familiar with several agencies in the York and Lancaster area and Web Talent’s is the best I’ve seen. Their hands-on approach is amazing and a practice that speaks to me.