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facebook vs youtube ads

Facebook Vs Youtube Ads: Which is Best For Your Business?

Video Transcript:

If you’re not sure if you should be using Facebook video ads or YouTube ads for your business, I’m going to give you all the pros and cons of each and we’re starting right now.

Hi guys, Wes McDowell here for The Deep End, and if you’re not subscribed already, you’re definitely gonna want to click that little subscribe button and the bell icon next to it so you never miss another video. you need to succeed online.

Facebook vs Youtube Ads

Okay, so today we’re gonna be talking about the differences and the similarities between Facebook video ads and YouTube ads and specifically which is going to work best for your particular business. Since we already know that video outperforms just about every other advertising medium out there, we’re going to be concentrating only on video ads today, which is why we’re pitting Facebook video ads directly against YouTube ads.

So you don’t know how much you already know about Facebook ads, but basically the inventory is extremely limited at this point. They’ve actually come out and said they are pretty much at capacity, which means you’re competing with a lot of other advertisers, which means the prices go dramatically up.

YouTube ads on the other hand have stayed pretty much about the same. Now we have to ask yourselves, is that because it’s not as good of a platform or it’s just more of a closely kept secret?

In other words, are YouTube videos just a secret weapon that most businesses have not taken advantage of yet?

Now when we’re trying to decide what’s going to work best for your business, there’s a few factors we have to keep in mind. The first being who are your customers specifically? What did they all have in common? Next, what are you trying to accomplish with your ad? Is it a brand awareness play? You’re just trying to get your name out there, or is it more of a direct response offer style ad? Also, how much explanation does your product or service need in order for a sale to happen? How long is the typical sales cycle?

Was it kind of a quick, easy process or is it a longer one with more salesmanship needed? Okay, so in this video we’re gonna talk about four factors that’ll help you decide targeting options, your objective for the ad cost, and finally conversion rates. So starting right at the top, we’re going to talk about targeting options. So for any of this really to work, you have to have a very good idea about who your ideal customer is because that’s what makes social media marketing so effective is that you can put your ads only in front of the right people which makes it run more efficiently and it brings your ad costs way down, but it’s really important to know that Facebook and YouTube both offer different options of when it comes to targeting your customers. Some are similar, but there are quite a few differences as well.

Now on the similar side, both allow you to retarget visitors from your website, which can be very powerful, but YouTube has a specific advantage because of course it’s owned by Google, so you can target people to see your who have a very specific search history, so if you offer accounting services, you can target people who have been typing in accounting phrases into Google and even cooler. They’ve identified people that are specifically in market for what you have to offer. So if you were to offer dog training services, Google actually knows who is actively looking for dog trainers and you can serve your ads in front of only those people, which is really cool. Another way YouTube has an advantage is you can target very specific videos on YouTube to put your ad in front of. So let’s say you’re a plumber and you found a video that teaches people how to fix their kitchen sink.

It would make a whole lot of sense to put your ad advertising, your plumbing services in front of people who are watching that video, who are in your specific location. And last but not least, since Google owns it, they know what websites people have been to. So you can target people who have been to specific websites. This is really powerful when you think about targeting your competition’s websites with your own ads, so that’s on the YouTube side. But with Facebook they have some specific advantages as well with targeting, uh, they had generally have better geographic based targeting, meaning you can really pinpoint very specific areas. A YouTube is a much more limited on that and also when it comes to age groups. So YouTube basically has buckets of ages that you can target 18 to 24 and so on. But with Facebook you can really target exact ages.

And Facebook also generally has better interest based targeting. So if you know your audience follows a certain celebrity or reads a certain magazine or follow something or is just generally has a hobby, um, are all around one interest, Facebook is definitely a better way to target those specific interests. Although I do need to point out with that recent Cambridge Analytica a scenario that happened a few months back, some of these have been reduced somewhat. So Facebook’s targeting isn’t quite as powerful as it used to be, but it’s still pretty powerful. Okay. So the next, uh, overall topic we want to talk about is your objective. So are you trying to just put your brand in front of the right people so that they’re aware of your business? Or are you really trying for more of a direct response ad? So basically how this breaks down is YouTube is much better for having people stick around to watch your videos.

Because think about it. People don’t go to Facebook to watch videos, especially if their ads, but the average person going to YouTube is there to watch video content. So if it’s a branding player after YouTube is definitely going to get the win for this because people are much more likely to stick around and watch more of your video. But if you’re trying to actually drive action and get people to click through to your website to take a specific action. Facebook has generally been better about this, uh, the click through rates are generally quite higher on Facebook, but YouTube has upped the ante to some degree lately with their new ad platform called TrueView for action in which they have a brand new overlay, a similar to this one right here. Don’t click on it, it doesn’t actually work just to show you what it looks like, but basically it adds much more of a call to action that existed previously.

So it has gone up. Just to give you an idea, the click through rate for a just standard TrueView ads is point one four percent, but it’s point four, one percent for TrueView for action ads. Okay. So next step, I want to talk about costs because I know that’s probably on your mind specifically. Let’s talk about how you’re charged on each platform. So with YouTube they only charge you when someone watches 30 seconds or more of your video, which is actually a pretty generous watch time. Compare that with Facebook who defines a view as three seconds. But before you think that YouTube is the clear winner here, um, I shouldn’t say that Facebook doesn’t actually charge you based on video views. They charge you based on thousand impressions or even better per click to your website. So just to sum it up, YouTube will definitely usually be a cheaper video view with longer video views at the same time, making it a better brand awareness play than Facebook.

But because you generally will get more click throughs to your website on Facebook, you might end up paying a lesser price per click through. Okay. Now, next we’re going to be talking about conversion rates, so it’s very important to distinguish here between a conversion and a click through. So a click through is just that it clicked through to your website, but it conversion is when someone actually takes the desire to action on your site. So we’ve already covered the fact that Facebook generally gets better click through rates to a website, but with YouTube there’s better brand awareness and people can spend a little bit more time with your videos, which might mean a higher conversion rate over time. Not right in the short run, but in the long run you might actually see a higher conversion rate with YouTube, and this is especially true if what you offer as a higher ticket product or service that needs a little bit more warming uptime.

So basically YouTube allows you to build more of a relationship with your potential clients, a really establishing you as an expert, which can result in more informed clients who respect your input more, resulting in a better quality client over time. And this is really great for anyone who consults as a service. Now we know it always helps to see some examples. So let’s take a look at one specific case where a Facebook ad probably is the clear winner. So right up front, let’s talk about the idea of a pizza restaurant. Um, you’ve got one clear offer which is an $8 pizza. And since it’s such a low price point, it’s going to be a very short sales cycle, which means you can go right for that direct response ad. So Facebook is great for this because you can just geo target people in the neighborhood and you can put that offer in front of them with the video and the accompanying headline, which you don’t get in YouTube.

Okay, so now let’s talk about a use case where a YouTube video might be more beneficial. Let’s say you’re an interior designer since interior design is a very visual medium, you’re definitely gonna want more watch time and you’re definitely gonna want to sell the benefits of going with an interior designer and in most cases, what I would recommend here is warming up a cold audience first with content like advice based content, and then following that helpful content up with retargeting ads that go for that more direct response to a free consultation with yourself. And that direct response ad would just go to anybody who viewed the first helpful content APP. Okay, so verdict time. Uh, so basically what I would say is if you offer a less expensive product or service with a shorter sales cycle without a need to overly explain what you offer, I would go ahead and say Facebook ads are probably going to work best for you.

On the other hand, if you offer something more expensive that needs a bit more of a decision over time and a little more salesmen ship with it, I would definitely recommend YouTube content style ads followed by retargeting all those views of that ad with a more direct response ad to a consultation of some type. Not only is this better for warming up the prospects, but using YouTube, you can actually target people who are in market for your product or service because remember, the targeting options allow for that only in YouTube, not Facebook. Okay. So now I want to hear from you. I want to know specifically which of these two platforms do you think is going to be a better fit for your business? Based on what we talked about, or if you need help deciding, you can leave any information that’s relevant to your business. In the comments below, and I will do my best to help you decide which option is going to be best for you.

high quality website

The 8 Point Checklist For a High Quality Website

Video Transcript:

How do you know if your website is really high quality? I’ve got the website checklist and we’re starting right now.

Hey guys, I’m Wes McDowell here for The Deep End. And if you have not subscribed yet, just go ahead and click subscribe and the little bell icon next to it so you never miss another video you need to succeed online. Okay, so today we’re gonna be talking all about how to make sure your website is of the highest quality possible. Now we want to do this for two reasons. The first being to really appeal to your customers. That’s the most important thing, right? We want to make sure that we’re giving them a great experience so they stick around longer and are more likely to convert into paying customers.

Now the other side of this is all about Google. So basically we want Google to know that your site is of high quality as well, and generally speaking, the more you can make it work for your customers to where people are engaging, sticking around longer, consuming your content, Google is going to pick up on all those signals. And the good news is Google is very transparent about all this stuff so we know what it takes to make a really high quality website that pleases both your visitors and the search engines.

So number one on our list is: use plenty of images and videos. So according to search metrics, the top ranked pages in any given search have roughly seven images in them and that’s no accident. So as we know, images keep users more engaged and they also make concepts easier to understand because most people come into your site, roughly 80 percent of them are going to be scanning your content rather than reading it.

And images and videos just make everything easier to grasp. And of course the more your visitors understand your content, the longer than that are going to stick around to consume more and more of it. And video is even better, you know, most people would rather watch a video than read about the same topic. All things being equal and a good video will actually keep people on your site longer because it takes a little bit of time to watch the video and that’s a really strong signal to google that people are coming to your site and then finding exactly what they want on your site, which they will reward you for that. And images and videos are actually great seo opportunities as well. You can optimize the titles and the tags to really go hand in hand with seo you already have with the text on your page.

Okay, so the next thing on our checklist is deep relevant content. So Google is really moving toward understanding overall topics and context rather than just keywords on a page. So they really want to see the, you’re covering a topic in depth enough to make it really relevant and authoritative to searchers. And they’re going to reward that deeper content with higher ranking. So what I would rather see you do than stuffing your pages with keywords is find a bunch of closely related keywords that Google might expect to be on a page covering your topic, and these words are actually really easy to find. You don’t have to come up with them on your own. You can go to Lsigraph.com and I will leave that a link in the description below. You’re just going to go there. You’re going to type in the keyword phrase that you want to rank for and it’s gonna give you a whole list of other relevant related keywords that Google would expect to see in a page covering that topic.

Now, of course, use your judgment and only use the ones that make sense for your page and you can write about in a in a really natural readable way and just by having all this deep relevant content, visitors are going to be really wowed by your level of expertise and they’re much more likely to stick around longer and convert into an actual customer. Now our next item goes hand in hand with the deep content and that is longer content, so most top ranking sites in the search engines have over 900 words on those pages and that’s actually going up. Now, Google likes to reward pages that have somewhere around 2000 plus words on a page because it’s really hard to go too in depth into a topic without talking at a certain length about it. So try to shoot for 2000 words on your most important pages.

Okay, so the next step I want to talk about easy readability. So a huge mistake I see a lot of businesses make over and over again is they write to impress rather than to engage and inform, and sometimes that’s not done on purpose. Sometimes businesses just know so much about their specific niche that they assume everyone else is equally as knowledgeable about that and it ends up going over people’s heads, so just use simpler words and use shorter sentences and paragraphs and it really helps to think about it this way. Just write the way you speak, right? Very conversationally. It’s going to be much more engaging for the person on the other side of the screen who is actually reading your site, and it’s going to help you get a better readability scores as well. You may not have even known the Google uses a readability score, but they do.

They can actually tell how hard or easy your site is to read and they typically reward sites that are easier to read. So how do you know if your site is easy to read or not? You’re basically getting used the flesh reading ease formula to create your web text. Uh, and I’m going to put this link in the description below. Just come to this website and you can paste in your, your texts and it’ll tell you what your score is. And the higher the score, the easier it is to read. So you’re going to want to shoot for something around 80 or above. Okay? Next up we have scannable web formatting. So I don’t know if you knew this, but around 79, 80 percent of people coming to your site are only going to scan the page. They’re really not going to read it, so you really need to format your webpages with that in mind.

Do you know, um, it makes pages easier to digest and the concepts easier to grasp, which is really going to make people stick around longer and consume more of your content, which makes it more likely that they’re going to convert and Google can actually see a within their own way what the formatting is like and they, they reward sites that are formatted more for the web. Then if there was just a big wall of text which nobody really wants to read. And of course I’ve got a few tips for you here. So basically you’re gonna want to use headlines and sub headlines to break up content. You’re gonna want to use really short sentences and short paragraphs as well as lists either bullet lists or numbered lists to really break things out, use visuals when appropriate. And also use a Tallix and bold to emphasize the most important points on the page.

Okay, so next you’re gonna want to show your expertise? Um, there’s actually a leak to google guidelines report that says high quality pages and websites need enough expertise to be authoritative and trustworthy on their topic. So we know it’s important to google, but it’s also really easy to see why this would be important to readers and your potential customers. Think about it. People only really want to read articles and content that they deem to be from an authoritative source and they certainly want to work with experts. So how do you show your expertise? Well, there’s several ways you know, you can use case studies when appropriate and you can use examples to illustrate your points. That always helps and you can even link to other posts of your own or external posts to really add extra credibility and authority to your posts or pages. Okay, so next we have social media shares.

Now Google does say that a social media shares are not a direct ranking factor, but by people sharing your content, you’ll get more views and more engagement, which Google will reward. So it’s a little indirect, but it still will help your site to be looked at as quality and authoritative and the result of that is going to be higher visibility in searches. So here’s the good news, if you’ve done everything else that we’ve covered to make sure your pages are high quality, the shares should come naturally, but you’re definitely gonna want to make it easy on people who want to share it by including embedded share buttons on each page or post you want to have shared. Okay, next up we have clever linking, so I don’t know if you know this, but nine out of 10 pages that are in the top spots in Google searches have at least one internal link pointing to it.

So let me explain that. For instance, look at The Deep End site. You know we have a few links within the content of our pages that will link to other pages that we want to rank well by linking to these pages using specific key words. We’re basically telling Google that these pages are relevant to these keywords. And the cool thing is, this might be the easiest box to check on this entire checklist because it’s 100 percent in your control and you can go and implement it right now if you wanted to and start seeing results pretty fast. So start thinking about where on your website it might make sense to add in these links. You probably don’t even have to add any new text. It’s probably just a matter of turning certain words into links on your site. For instance, if you have a blog post, um, within that post, you might find some texts that you can, a link to a service page, for instance.

The more you can make kind of a, a spiderweb of your website and link pages to one another, the more google is going to reward those pages. You should also consider linking to a few outside pages. So basically find where it would make sense, uncertain pages to link to other authoritative webpages. And yes, you might lose a few visitors this way to following those links. But at the end of the day, you’re creating a better user experience. And that’s always gonna win out in the end. Okay. So that’s what I’ve got to say. Now I want to hear what you have to say. So which of these tactics gets you excited? Which of these tactics do you think you want to use on your own site or have you used any of these on your own site and seen anything happen from it? I want to know in the comments below and if you have any questions about any of this, of course, leave out in the comments below as well. And I will get to all of them. Okay. So if you’re not subscribed yet, just go ahead and click the circle icon over here to subscribe to the channel. And if you have an access to my free mini course, how to guarantee website Roi, it’s real easy. You just click the box over in this direction and you’ll get free instant access. All right guys, uh, Wes McDowell here for The Deep End. And I’ll see you in the next video.

facebook ad landing page

Facebook Ad Landing Page Hacks for Killer Conversions

Video Transcript:

If you want to make sure that your website is ready for your Facebook traffic, I’m going to show you the perfect Facebook ad landing page and we’re starting right now.

Hey guys, Wes McDowell here for The Deep End, and we put out new videos like this each and every week, so make sure if you’re not subscribed yet, you’re going to want to click the subscribe button and the little bell icon so you never miss a video you need to succeed online, and if you haven’t yet, you’re definitely gonna want to check out my free mini course, “How to Guarantee Website ROI“. Just go right up here and click that link and you can get free access right now.

Okay, so Facebook ads — there are basically around 5 million Facebook advertisers on the platform right now, which means it’s getting more competitive all the time, which also means it gets more expensive. But today I’m going to show you how to stack the deck in your favor to streamline your Facebook ad landing pages, which will help you lower your ad spend and convert way more of this traffic into paying customers. Your landing page should really entice your visitors to want to take a specific action on your site, like sign up for your list, or buy, or schedule a consultation or appointment. Now, there are so many reasons why a Facebook campaign can fail and the landing page is one of the biggest ones. You know, most businesses I see (including clients of mine,) they spend so much time on the ads themselves, tweaking the targeting and the creative that they forget to optimize the landing page, which is actually where most of the magic happens.

I don’t know if you know this, but the average landing page only has a conversion rate of around two or three percent. Compare that with the top landing pages that get around 11 percent for sales, and all the way up to 75-80 percent for email opt ins when done right. So my aim here today is to teach you how to really up that performance and get as much out of your landing pages as possible. So I just want to say this:

First off the bat, your Facebook ad landing page is not your homepage. You should hardly ever send people right from Facebook to your homepage. It has to go to a very specific offer. Now, this landing page can either be part of your website via WordPress, or you could use a service like Lead Pages or Unbounce to build an external landing page.

The choice is up to you, but you came here today for tips. So let’s get right to them.

Facebook Ad Landing Page Tips

The first one is you have to keep the visuals and the messaging consistent from the Facebook ad to your landing page. You know, if your ad we’re to talk about a specific offer, then it goes right to your homepage. There’s a disconnect there and they’re not seeing the messaging that brought them there in the first place and people aren’t going to hunt around for it.

So what I recommend is really keep the headline of your Facebook ad very closely matched with the headline on your landing page. Same goes with visuals and colors. So if you were to use  image A on your Facebook ad, and then image B is drastically different than that’s on the landing page. There’s a huge disconnect and people are confused and they feel like this is probably not the page for me.

Think about it this way. The landing page needs to just feel like a very natural extension of the ad itself. And not everybody knows this, but Facebook actually knows through its algorithm what is on the landing page.

So if your headline is drastically different from the headline on the ad, Facebook knows about it and they can actually penalize you with a low quality score and that’s going to do two things: It’s going to lower your reach and it’s going to increase your overall cost per click.

My next tip is you want to have really strong value proposition. So in other words, you want to answer the question, what’s in it for me? Immediately when a customer gets to your landing page, and that should just be in the headline in one clear, concise customer focus statements. So you’re gonna want to say what you do, who you do it for, and what the benefit is to your customer.

And then I like to take this one step further and have a really short benefits section on the page now, but I like to do usually is identify three main benefits, , include some kind of a visual component with them just to make them easily understood. And then a really quick little blurb about each. Usually no more than one sentence. Does that number have to be three? Not necessarily. It might be different for you. I just tend to think three is a nice non overwhelming number and it tends to just look really nice on a page.

The next thing I’m going to bring up is social proof. So basically I want you to think about the last time you went to a restaurant and you walked inside and it was empty, you know, how did that make you feel about the experience you were about to have?

It probably took something away from it, right? You know, human beings, whether it’s good or bad, tend to judge something based on if they think it’s popular or not. So the best thing you can do with your website is to make it look like the equivalent of the full restaurant. So you want to have testimonials.

You want people to be able to tell their stories. So a perspective customer coming to your site for the first time can easily see, hey, they’ve helped other people just like me in the past and it worked out really well and that’s always going to be more powerful than you just bragging about your company on your own. So get those testimonials and especially video testimonials and whenever you can, they’re very powerful. And if you’re a B, two B company, you might want to use logos of the companies that you’ve helped in the past or if you’ve ever been featured in any kind of publications or on the news or anything, any blogs, anything like that, include those logos as well.

These are just small but powerful indicators that you’re trustworthy and experienced in your industry. And here’s a really cool pro tip. There is a plugin called UseProof that you can actually install on your website that lets you show new site visitors that past site visitors have taken the desired action that you wanted them to take already. And while it seems kind of silly that something like that would work, it’s on a subconscious level. It’s the same thing as that difference between the empty restaurant and the full restaurant. It just shows people that people have been there before. So it makes it much more likely for new people to take that desired action as well. Okay. Now the next tip is to overcome objections. So I want you to really think about all of the main reasons why anyone coming to your page might have a problem or might want to say no to your offer, right each one of those down.

And then next to it, write a rebuttal, basically an argument against that objection. And then you’re gonna want to work with these objection busters into the content of your site. And some can be worked in through the testimonials from what past customers had to say, um, you know, some can be worked in through that benefits section and anything that’s left over that you can’t really work in naturally. You can always include an FAQ section, which is a great way to kind of bust any additional objections. Now, my next tip is you have to take all these things and keep it as short as possible, which isn’t always very easy, but consider the fact that over 60 percent of the people coming from Facebook or browsing on mobile devices and that number only increases every year. , and people aren’t likely to scroll too far on mobile.

So you’re really gonna want to keep it short and concise as possible.

Now I’ve got a few tricks that you can steal. For me, a one trick I like to use just to keep the page short vertically is let’s say the testimonial section. I would keep them all horizontal in a row that you can swipe between so you don’t have to keep going down the page and let’s say for an FAQ section you can keep everything collapsed to where you’re only seeing the questions and then people have to tap on the question to read the answer. It just makes the page shorter again and then people only have to expand on the questions that they feel are relevant to them and make sure if your call to action is to have someone fill out a form, like to schedule a consultation or to give their email address in exchange for some kind of a downloadable content piece, you’re going to want to make that form as short as possible.

I know some people like to really have a bunch of information about their users that are prospective customers, but the truth is the more form fields you make someone fill out, especially on mobile, the much less likely they are to actually fill it out.

Okay, so those are my tips. Now I want to hear from you. I would love to know in the comment section below how you’re planning on using this on your own landing page for your Facebook ads, and as always, I am just a comment away, so if you have any questions about any of this, also leave that in the comments and I will answer them all. All right, and if you’re not subscribed to the channel yet, you’re definitely gonna want to click this circle icon right over here to subscribe and you’re also going to want to access my free mini course: How to Guarantee Website ROI and you can get that in this little box right up over here. All right guys, I’m Wes McDowell for The Deep End and I’ll see you next time.

Editorial credit: I AM NIKOM / Shutterstock.com

facebook ads funnel

The Perfect Facebook Ads Funnel Formula

Video Transcript:

If you want to set up the perfect Facebook ads funnel for your business, we’re starting right now.

Hey guys, Wes McDowell here for The Deep End. And if you want to see more videos like this, we do them every week, you’re just gonna want to make sure to click subscribe and also on the little bell icon so you never miss another video you need to succeed online.

All right, so today I’m going to show you my favorite method of converting cold Facebook traffic into paying customers right on your website. So there are a few steps involved and it’s going to get a little visual. So let’s head on over to the whiteboard. Okay. Now, one of the coolest things about this Facebook ads funnel I’m going to show you is it can work for just about any business.

The Perfect Facebook Ads Funnel

So even if you’ve run Facebook ads before and it hasn’t quite worked out for you, there are many reasons why Facebook ad can fail. And the biggest reason is when companies just want to go straight in for the sale. We now we know better that— we need to warm up audiences first.

We can’t just go right for the sale, they need to get to know us a little bit and trust us before they’re likely to take any action of any kind. And yes, this does add extra steps, but as a result, conversions will increase and your costs are gonna go way down.

So let’s just get right into step one and that is a Facebook ad that solves your ideal customer’s pain point. So what this is not is an offer style ad yet. Rather it’s an ad for content. So think about a Buzzfeed style article, something with a catchy title that you would be likely to click on yourself if you were your main customer.

For instance, if you run a gym, maybe you were to write a guide, a complete workout that you can do within your lunch hour. So this can be a guide that can be a checklist, article, video, anything like that that you think is going to be the best fit for your audience. So again, it’s an article style with a catchy title and a nice looking image. It is not meant to look like an ad or an offer, just a way to click through to get to that content.

So one trick I have for you is go to the website, Buzzsumo.com and you can just type in your keyword phrase and it’ll show you a bunch of articles that are already performing very well and it will list them in order of what’s performing best so you can really get a sense of the types of content that’s performing well.

Now I should say the point here is not to copy these articles, but to emulate them and get great ideas that you can run with yourself. Okay? So with this ad, you’re going to run it to a cold audience based on demographics, behaviors, and interests. Um, so there’s so many ways you can target people within Facebook. We’re not going to cover that in this video, but there are great ways you can use Facebook to target your audiences and then leisure, have a very local business. You should be aiming for around one to 2 million people, so you’ll be able to play around with different interests and be able to narrow it down to get to that number or expand it to get up to that number. Whatever makes sense. Okay, and there are several different objectives you can go for.

In this case, we’re going to go for the traffic objective, meaning we want Facebook to show this ad to as many people who are likely to actually click through to your site. In terms of budget, I would definitely recommend going with whatever’s comfortable for you, but I would start at around $5 to $10 a day … I think that’s a good starting point. Once you see it working, you can always ramp it up over time so that ad is going to go to your content page and you’re gonna want to make sure that you break it up into a easily digestible paragraphs.

Use Images, use bullet points — no one wants to read a big walls of text, and the main thing is you want them to get all the way through it because at the bottom you’re just gonna want to include an ad for your main offer.

And here’s the thing about that ad: You want to make it visually interesting and memorable because we’re going to reuse those same visuals in a later stage in the process.

People are going to read the article, then see the ad. We’re not necessarily counting on them acting on the ad right away, but the other thing we’re going to want to do is have an exit intent pop up.

This pop-up only appears when the browser can figure out that the the viewer is mousing back up toward the back button. So it’s kind of a one last attempt if they did not make it all the way down here to see the ad, they’re sure to see it now.

And we’ve also put a Facebook pixel on this page so that now Facebook knows who’s been to that page and then we can tell Facebook show new ads only to the people who have been here, read the content and seeing the offer ad already. Okay, so that brings us to the next step in the process, which is a Facebook retargeting ad.

We’re still going to go with the traffic objective for this ad. The difference with this ad is it’s an offer ad and it’s going to very closely mimic the ad that was on your content page in terms of visuals and headline. The idea is we want people to have a positive association with the great content they saw on your site with the offer. This is that warming up thing that we talked about before. And to be clear, when I say offer, that’s exactly what I mean. It needs to be an actual offer like a free consultation or a coupon or a special deal of some type. It should not just be a brand awareness play. Those really don’t ever work out on Facebook. And when I talk to clients who say they’ve done a lot of Facebook advertising that hasn’t worked out for them, that’s generally what they’re talking about.

They just think it’s enough to advertise the business as a whole, but it really. Facebook really lives and dies on offers and it also really helps if you were to add some urgency or scarcity to it. So if you put some kind of a deadline on it, that’s going to help you get even more people through to your offer page. Okay? So this is not your homepage. It’s a specific offer page that outlines exactly what the deal is. Now this can be a little tricky because you need to include enough information on that page to give them everything they need to know in order to make that decision while keeping it as short and digestible as possible. Because over 60 percent of your traffic is likely to be coming from mobile and you’re not going to scroll too far down. So you want to have some quick social proof, like a testimonial, a Faq, everything they need to make the decision.

And generally speaking, the higher the price point, the more information they’re going to need. But the general thing is you want to think about every reason someone might have to say no to your offer and then answer every one of those objectives on that page. And over time that Facebook algorithm will get better and better at sending the right kind of people to your page who are more likely to convert. And this all that I just told you, works great for kind of lower end or mid range products or services. But if you’re selling a more high ticket product or service, you may find that your potential customers are going to have even more questions that they need answered before they’re really step up to the plate. So in that case, I recommend one additional step and that is a Facebook messenger ad. Uh, so basically what this would be is what I would recommend it be a video you or someone on your team basically speaking directly to your prospect saying, ‘Hey, we know you’ve been to our page.’

That may sound creepy, actually. Maybe you don’t want to tell them you’ve been following them around, but you can say we know you might have some more questions, so click the button below to ask us anything and it’ll open up in messenger within Facebook.

So basically you can start having a conversation with a potential customer and they never have to get off the Facebook platform. And this is actually really beneficial because it gets rid of any barriers. They don’t have to leave Facebook to go to your site and Facebook will reward it as well, with lower cost per clicks generally because you’re keeping people on their platform, which is where they want them.

So that is my perfect Facebook ads funnel. And now I want to hear from you. So if you have any questions about any part of this, leave it in the comments below and I will answer them. Now. If you want even more tips like this, you’re gonna want to make sure you subscribe to my channel, which is right down here. Just click the circle logo icon, and if you want to know how to guarantee website ROI for your next web project, just click the box right over here and you’ll get access to that immediately. All right guys, I’m Wes McDowell for The Deep End and I’ll see you in the next video.

Editorial credit: chainarong06 / Shutterstock.com

seo strategy 2018

The 1 Important SEO Strategy to Master in 2018

Video Transcript

There’s one SEO strategy you have to master in 2018. I’m going to show it to you and we’re starting right now.

Hey guys, Wes McDowell here for The Deep End, and if you’re not subscribed yet, we’ve put out new videos each and every week, so you’re definitely gonna want to click subscribe and also click the little bell icon so you never miss another video you need to succeed online.

SEO Strategy 2018

If you have a website in 2018, you probably know by now that Google’s algorithm changes all the time, which can really mess with where you show up in the search rankings. But what you may not know is that Google is actually getting smarter, and it’s developed a lot of artificial intelligence, which is taking over a lot of the algorithm changes.

It prioritizes what’s important for individual searches, and they call this Rankbrain. In short, Rankbrain basically shifts the weight of what’s important for each individual search, and it actually learns more and more from every search and then every action each searcher ends up taking.

Now, Google’s main goal here is to really determine the searcher’s intent and then just show the most appropriate search results for each individual searcher. So how do they do this? Well, they start from a rough place of traditional SEO, prioritizing who gets put in what order for each individual search. But then they started to use user behavior to shift the order of search results around so that the most useful results as determined by the actual Google users are prioritized to the top. They use many different factors to determine this, but I’m going to simplify it and just go over the two main things that you can control and those are: how many people click on your result, and then secondly, how much do people like your page once they land there?

And that’s not too easy to determine. Google looks at a bunch of factors to determine how universally liked a site actually is. So first let’s talk about how you can get as many clicks on your search result as possible. Now it’s actually important to note that this is not just a straight ‘whoever gets the most clicks, wins.’ It’s actually graded on a curve.

So let’s say if one company is number one in the search result, Google would expect them to get around 35 percent of those clicks. And then let’s say another result is result number three, and they’re expected to get around 14 percent of the clicks, but let’s say that third result ends up getting a higher percentage than 14. And then let’s say the number one page ends up getting a lower percentage than 35.

So what happens basically is one result underperforms, and another overperforms.

And Google notices this and they’re likely to actually reverse the order of those listings. So if you overperform you get rewarded and if you underperform on expectations, you will get penalized. So as long as you can do better than the expectation on you, you can keep moving up through the ranks.

So let’s get tactical and see how we can stack the deck in your favor. You know, in the old days you wanted to use exact keyword matching in your title and your description, but that’s not really an important SEO strategy 2018. So the new goal really is to use words in your title and description that satisfy what the searcher wants to see while adding some other compelling words and benefits that are really going to make your listing standout. So one trick I’d like you to use is just do some Google searches for your keywords that you think you want to rank for and some close variants on those keywords.

And then take a very close look at the Google ads that they show you. Lots of money is probably being a bit invested in most of these ads. So the fact that they’re there usually will tell you that they’ve been somewhat researched. Pay close attention to what words are used in both the titles and the descriptions. Also, what kind of offers are being presented?

Make note of a lot of these words and you’re going to want to write those down and you’re going to want to combine those with some action words or power words. You might also want to use numbers whenever possible. That can be in reference to a price or if it’s more of an article it could be a numbered list. People love to click on those. One more trick, it may sound small, but it has been known to work:

You’re going to want to capitalize all the first letters in your title. Those tend to get more attention and are more often clicked on than sentence case titles.

And if this just isn’t your forte, I get it. Not everyone is a writer, certainly not a sales writer, so you may just want to go to a site like upwork and hire a sales focused copywriter to come up with maybe 10 to 20 variants of titles and descriptions for you that you can narrow down and even split test if you want to go that far with it.

Okay, so now that you’ve won the click and people have clicked onto your actual site, let’s talk about how to keep people there longer.

Because by keeping people on your site as long as possible, that sends a really strong signal to Google that your page is actually what searchers are looking for, and then it should be shown even higher in the search results.

Okay, so the first thing I’m going to talk about is your headline on your home, on your landing page really needs to closely mirror the title and description that they clicked on to get there because if there’s a big disconnect there, that’s really going to increase your bounce rate or it’s going to make people just go right for the back button to look for the next result, which is definitely sending a bad signal to Google, and I’m not saying it has to be an exact word for word verbatim match, but it should be as close as possible just so people that they’re in the right spot. The next thing you’re going to want to do is include really in depth content. I definitely recommend more than 2000 words and here’s where it gets different from old school SEO tactics. It definitely has to be written to be read by your perspective.

Customers I’m used to be a lot of keyword stuffing was was common practice nowadays, not so much because remember, the whole goal now is to keep people on your site and interested for as long as possible. That is what Google will now start rewarding, so beyond the content being really in depth. I recommend it be written for the web, meaning you know you don’t want wikipedia style, big walls of texts, nobody likes to read that, break it up, short paragraphs, short sentences, bullet points when possible, images when possible, and again, don’t worry about keyword stuffing because Google’s actually gotten very good at knowing topics, so instead of trying to cram as many instances of one specific keyword phrase into your page, Google actually knows all the different variants and the different kinds of words that should be on your page based on the topic. So that’s what I want you to focus on instead.

Now these are referred to as Lsi or latent semantic index words, which sounds very technical and you don’t need to even worry about what that means, but these are just closely related words to your topic so that just signals to Google that your page probably covers your topic very well because it contains so many of the words that are understands to be relevant to your topic so you can actually go to the website, Lsi graft.com to find a list of these words, and I’m not saying use all the words that they show. You only use the ones that make sense and it flow well within the page. Because remember, the goal is actually to appeal to your readers and if it starts to feel spammy, they’re just going to get out of there. And now I highly recommend you also include a video or two on that page.

Because think about if there’s a video and if it’s a couple minutes long, people are going to stay on your page to watch that video and that can really build up your time on page stats. So what kind of video should it be? Well, you need to think about what makes the most sense for your business. You know, it can be an explainer video if you have a product or service that needs a little bit of explanation, those are great. It could be a demo, it can be a video testimonial from a current or past client. It could even be kind of a fun behind the scenes look at your business. Again, just thinking about what makes sense and don’t get hung up on feeling the need for Hollywood level of production value. You don’t need that. Um, you can absolutely use your smartphone to film one of these.

Just make sure it’s well lit and the sound is good. Now, if you’re going to use the video, very important to note, don’t set it to autoplay. It’s a big mistake a lot of people make any kind of unnecessary sound that people weren’t expecting is definitely going to make them head right back for the search results. So don’t do that. And if you are going to have an autoplay for some reason, make sure it’s set to default on silent with captions.

So these are some of my best tips to manipulate the rank brain, a ranking factor of 2018. So now I want to hear from you in the comments. I would love for you to tell me how you plan and putting this into action for your own website. And of course I’m just a comment away. So if you have any questions about any of this, please also leave those in the comments below and I’ll get to them. All right. And then we do put out videos like this each and every week. So if you’re not subscribed yet, go ahead and click the little circle icon right over here to subscribe. And if you haven’t access to my free mini course, How to Guarantee Website ROI, you can get that right up over here. All right guys, I’m Wes McDowell for The Deep End and I’ll see you in the next video.

Editorial credit:  / Shutterstock.com

website sales funnel

Try This Easy Website Sales Funnel to 3x Your Profits

Video Transcript:

If you want to learn how to create a website sales funnel that will engage way more of your prospects and nurture them until they’re ready to buy, we’re starting right now.

Hey guys, Wes McDowell here for The Deep End, and if you’re not subscribed yet, you’re definitely gonna. Want to click that subscribe button and the little bell icon so you never miss a video. You need to succeed online. One mistake I see businesses making over and over again is they owe their only plan for their website is to go in for the kill, make a sale, schedule a consultation, whatever that is, but we know by now that only 10 percent of people coming to your site today are ready to buy today.

So what do we do with the rest of those people? Well, you need a website sales funnel to get more people in and keep them around longer until they are ready to buy. And of course, every business is different, every sales funnel is going to need to be a little different. But today I’m gonna. Show you a formula that will work for 95 percent of the businesses out there, specifically sales businesses or local businesses. Anything that doesn’t require sales online, but more about lead generation, getting people into your system. Okay? So the first step here is you’re going to need a traffic source. So what I recommend is any kind of a cold traffic ads. So this could be Facebook, it could be youtube, it can be pinterest, instagram, whatever makes the most sense for your particular audience segment. So we’ve got cold traffic ads that are going to, not your sales page, but a content based page with a pixel installed on it.

So if you don’t know what a Facebook pixel is, it’s basically a small line of code that allows Facebook to see who’s been to your website, allowing you to send really targeted retargeting ads to those people only. So not only is this page is gonna be a great content piece, could be an article, it could be a video. It’s also going to contain a content upgrade at the bottom, so once they’re finished reading through the helpful stuff, there are going to see a chance to give you their email address in order for something of even more value. Um, this could be a cheat sheet or guide that goes along with the content that allows them to kind of get started on it quickly, checklist or anything like that. It could be a video series, it could be a podcast, it could be a quiz. Anything valuable that’s going to really entice them to give over their email address.

And then what I also want you to put it on this page is an exit intent pop up. Now what that does is anyone who was not going to go for this option and not get the content upgrade, once they go for that back button, the browser knows and basically it serves up a pop up giving one last chance to opt in. Now some people might think this is kind of annoying, but the fact is they were about to leave anyway. So it’s just, it’s a one last attempt to get their email address. So now there’s a few things that could happen if they say yes and they opt in, then they’re going to going to go to a thank you page with an offer and that offer is completely dependent on your business. If you’re an attorney and you’re trying to get consultations, it could just be an offer for the free consultation, or if you’re a restaurant, it could be an offer for a coupon, something like that.

So if they say yes to the offer, then mission accomplished. You’ve got a sale, or at least you’ve got a warm lead, you can close offline. If no, then you still have them on your email list, which will allow you to stay in touch with them. And we’ll get back to that in a minute. Now, what happens back over here from that content page with the Opt-in, what if they said no and didn’t act well? Remember we had that Facebook pixel installed on that page. So we know exactly who they are and we can then keep in front of them with targeted Facebook ads. Uh, either to the offer or you can do rotating offers, so meaning if they don’t respond to one offer, you can try something else and stay in front of them for a specific period of time. You probably don’t want to keep these people in your pipeline for too long.

If they’ve seen your ads for say a month or two and they haven’t responded, you might just want to kick them out of your funnel at this point because they don’t seem interested. But what about all those people that did give you their email address but they didn’t actually opt in for the offer? Well, now that you’ve got them on your email list, you’re going to want to ask yourself, how long is your sales cycle? Meaning how long does it take for a prospect to hear about your business before they’re finally ready to pull the trigger and become a customer? Maybe that’s a month, maybe it’s three or six months. Whatever that is, you’re going to want to come up with enough emails, helpful, actionable tips in these emails to last you for that entire buyer cycle. So, uh, I would recommend one or two emails per week to be sent.

And here’s the thing. So I said actionable tips in those emails, but one out of every five of those can be purely promotional. So if you send 10 emails, you know, to have those emails can actually be just going right to an offer page. The point is you really want to offer a lot of value so they see your expertise and they trust you and they know they probably would want to do business with you and then you give them the chance every now and then. But every single email should end with a slight called action. So if at any point they do want to take action with you, they have an easy way of doing it, a good paths moving forward and all of those would lead back to your sales page. And then once they take you up on it, mission accomplished, you’ve got a sale and you’re just going to keep going with these emails through that entire buyer cycle until they either say yes or they unsubscribe.

And now this may seem like a lot of content you have to come up with upfront, but I will tell you what the emails, where you can do is you can just kind of write those as you go, as you get started. You know, like I say one or two a week, but then you’re just going to save those in your email program like a mailchimp or drip to where once you write them, you have them forever in that sales sequence and then you can repurpose them for every new person that gets into your email funnel. Okay, so now I want to hear from you and I want to know exactly what you’re planning on using for your content piece or what kind of ads you want to run. Let me know in the comments below and if you have any questions about any of this, I’d be happy to answer them. Just leave those in the comments as well. And for more videos like this, you’re just going to click the circle icon right down here to subscribe. And if you want even more help getting your website up and running, you’re going to want to click up here to access my free mini course, how to guarantee website ROI. Alright guys, I’m Wes McDowell for The Deep End and I will see you in the next video.

how to write web copy for customer generation

How to Write Web Copy for Customer Generation

Video Transcript:

If you want your website to speak more powerfully to your potential customers, I’m going to show you a few small tweaks you can make and we’re starting right now.

Hey guys, Wes McDowell here for The Deep End, And we do new videos here each and every week, so if you’re not subscribed yet, be sure to click subscribe and also the little bell button so you never miss another video you need to succeed online. Now, if you’re here with me today, my guess is that your website isn’t connecting as well as it can with your potential customers. Now, if you’re like a lot of businesses, you may think that the visual components of your website are the most impactful, but the truth is the right website copy will be your best friend and will get you more customers than you ever thought it could. But in order to do that, you need to properly connect with your customers. Let them know that you understand their pain points and more importantly that you can help them solve them, but the problem that I see over and over again with most businesses, clients of mine, as well as just sites around the web, most websites default to talking way too much about themselves and about the business, but here’s the truth, and it may be hard to hear, but people don’t even care about you or your business.

All they care about is how you can help them with their problem. So what we’re going to talk about here today involves shifting the focus from you and your business on your website to your customers and their problems. In business, it’s really important to understand that customers need to know that you understand what they’re going through and you’ll also need to understand the most buying decisions are based on emotion and only after they’ve made the decision, do they want to back that decision up with logic. So right now I’m going to show you how to make this shift and appeal to this is on your own website. Okay, so here we are on a fictitious site. I didn’t necessarily want to call anyone out for having bad copy, so you just kind of came up with this, but it is pretty representative of a lot of the issues I see very commonly.

So what we have here is a nice big header with a headline that just says we’re Seattle’s first choice for dog boarding. Um, so the problem here is this is really business oriented and it provides no clear benefit for the customer. Um, you know, think of the person who was in the situation where they’re trying to find a dog border. Um, they’re probably nervous about leaving their dog in the first place and they’re probably feeling a certain amount of stress because this is just one more thing on their to do list while they’re trying to prepare for vacation or business trip. So they’re probably saying they need a trustworthy place. They can bring their dog that’s not super inconvenience and they’re probably not really thinking themselves that are looking for Seattle’s first choice for dog boarding, you know, because the problem with this is that’s a very vague statement.

Um, what are they first choice in who’s doing that calculation? Um, you know, this sounds like one of those just very hyperbolic statements that they just pulled out of thin air and while the business owner probably thinks that being first choice in something carries with it an inherent benefit and sure we can extrapolate a benefit from this, but customers shouldn’t really have to connect those dots on their own. Uh, not only shouldn’t they have to, they likely won’t. And that’s not because your web visitors are dumb, it’s that they’re distracted and they really need things spelled out or they’re likely just to hit the back button and go to the next choice. Okay, so how do we fix this? I would start with a new headline that takes the emphasis off of the business and onto the customer. So how about this one? Worry free guilt free boarding that works with your busy life.

Can you see how much more customer focused? This is already because any customer landing on this page, uh, their biggest concern is likely to be convenience and the quality of the care. And we’ve hit on both of these with this headline, worry free that works with your busy life, really talks about the convenience factor and guilt free talks about the quality of care of the dog is likely going to get because really at the end of the day with this customer is most concerned about is not feeling guilty and not having to worry about the dogs situation and while they’re out of town. So with this headline, you know, we as the customer feel like this place really understands what’s on her mind and that they’re here to help. So that’s the headline, which is super important, but now let’s move on to another common area that a lot of businesses get wrong.

And that is the features area. So when a lot of websites, you’ll see a section like this, uh, we, it’s called Pooch perks. In this case, we’re just basically talks about the benefits you’ll get if you go with us as a company. But there’s a problem with just talking about the features. While we can extrapolate the benefits that these features provide, it still requires a little bit too much dot connecting on the end user. So what I recommend you do is not replace anything here necessarily, but add to it. So let’s provide the benefits that each one of these features provides. So we’re starting with the live pet cams. It says weather, sleeping or playing, you’ll have the peace of mind checking in on your best friend wherever, whenever. So we’re not only saying we have live pet cams were saying why that matters to you.

Same with shuttle service in grooming services. The shuttle service basically talks about if you don’t have time to do the drop offs or pickups, we will take that off your plate. And the grooming services basically says, yeah, your dog may get dirty when he’s playing here, but will deliver them in better condition than when we picked him up. So these are just a few examples of how benefit driven customer focused copy can really make a difference when it comes to connecting with your customers. Okay, so now I want to hear from you. I would love to know how you plan on applying this tactic to your own site, just post the before and after. Copy in the comments below, and as always, I am just a common away. So if you have any questions about any of this, please leave them below as well. And I will get to all of the questions and for even more help on this topic, be sure to access my free mini course right over here, uh, how to guarantee website Roi. And if you’re not subscribed yet, go ahead and subscribe by clicking the little circle icon down here. I’m Wes McDowell with The Deep End and I’ll see you in the next video.

Website DIY

The 1 Way a DIY Website Can Work

Video Transcript:

So when does it make sense to tackle your website, project yourself? I’ll give you the whole rundown and we’re starting right now. Hey guys, Wes McDowell here for The Deep End, and if you’re not subscribed yet, you’re gonna want to make sure to click the subscribe button and the little bell icon so you never miss a video you need to succeed online. Okay, so in recent years, technology has made it easier than ever to build your own website. But I think that Dr Ian Malcolm may have said it best: “but your scientists are so preoccupied with whether or not they could to think as they should.” So should you do your website yourself or would investing a bit more increase your Roi.

So doing your website yourself may seem like a great way to save money, but the only way it can really work is if you’re using the technology available to bring an actual business strategy to life. So I’m going to go all over your options, pros and cons, the way this can work best, and also a lesser known option that’s still going to allow you to save money while giving you that website that’s based on an actual customer generation strategy. Okay. So first let’s talk about all your options you have available to you,  and the first one would be, you know, online web builder, just like Wix or Squarespace. So there are some pros and cons to, to these services. So I’m just going to go over, let’s talk about the pros.  you know, basically these allow you to get up and running very quickly, Dev, hundreds of really nice looking templates to choose from.

And these are pretty much all drag and drop interfaces, meaning you don’t need to know any coding. It’s a very visual experience, getting it up and running and yourself. And it’s pretty easy to do. And of course these are actually pretty low price options.  you can mostly get started for around $12 a month in most cases. The plans do vary, but $12 is a pretty much that sweet spot that most businesses find themselves in. Okay, so now let’s talk about the cons. So if you go on these websites, Wix or Squarespace, you’re going to see a lot of great looking sites.  this is a good and a bad thing. The bad being that these are very visually based designs, meaning they rely a lot on really large, beautiful photos, but these are only the photos that are showing you in the demo versions.

They don’t come with those photos. And even if they did a, you’d basically be sharing those photos with every other company that picked that template. So let’s think about when you’re customizing it, putting in your own images, is it going to look as good? If you don’t have professional photography, the chances are it’s going to look a lot worse than what they show you. So right out of the gate, even though you’re saving money with the DIY option, you still probably have to pay for custom photography or at least stock photography. And that doesn’t always come cheap either. And the other con of having these websites that are so visually based and with all this emphasis on visuals and aesthetics, they really have not taken anything into account such as customer psychology or sales systems of any type. You know, if you look at most of these templates, there is very little space for copy, which is the true hero of any website.

As I always say, a great looking website will keep people from running away. But great copy, we’ll make the sale. And sure with most of these builders there are options of kind of going outside the templates and adding in extra little elements. But now you’re complicating matters. And if you don’t really have a great design, I, you’re not going to know necessarily where to put these extra little content blocks. Okay? So the next option available to you is WordPress and the pros. There’s more pros here then with the last option. So the first being a, basically you have unlimited options from completely custom,  you can find many tutorials online that will of teach you how to get going yourself. It can get a little complicated. We’ll get to that in a bit to out of the box premium themes that you can customize yourself. And even the most expensive of these WordPress themes are right around $200, but you can find them for way cheaper, sometimes as low as 10 to $15, and you can actually find free ones as well.

Okay, so that’s the good news. Now, the bad, I’m like I mentioned previously, this not as simple as drag and drop. It’s not going to be like Wix or Squarespace in that way.  you’ll need to follow tutorials. Good news is you can find a bunch of those, but it does get a little technical,  can be very confusing for the average person to follow. So those are your main options when it comes to putting together a website yourself. Now let’s talk about when DIY thing, it actually might make sense. Now, I actually see nothing wrong with using a DIY website,  either WordPress or a Wix or Squarespace if you’re using that technology to bring an actual strategy to life. So if you start by defining a really good customer generation strategy and you know all the important pieces that are involved in that, and then you can use the tools available to you to carefully add in each and every one of those pieces, then that could actually work out very well and save you a lot of money in the process.

And if you’d like help with that strategy, you can click right up here to get a free strategy session with myself or I can,  get the ball rolling for you. Or if you’d rather do that part yourself as well. I do have a free mini course that will help you get started.  you can also click up here for that. It’s called how to guarantee website Roi. And in that core she’ll get guided help. How to put all the important pieces together to make sure that your website is profitable, good place to start. And then once you get all those pieces together, then you can absolutely put together your own website with all those important pieces. But no, in the beginning of this video, I did promise you a lesser known option that might work better than a fully DIY project and that would be teaming up with a WordPress customization expert who can help you find the perfect premium theme based on your strategy.

And then it can also put in all your content. This will involve adding images,  customizing the Fonz, adding your logo. I’m adding in any kind of lead generation,  systems that you need that don’t necessarily come with the theme. They’ll do a minor, a layout changes like that. So you don’t have to because like I say, it’s very confusing once you get in there. And all that is probably likely to cost you is around $200. I’m just go to studio.envato.com. Choose the word press option, then put in your budget. And of course, even if you go with this option and you’re still gonna, need to put in that strategy, work up front, this customization expert is not going to help you with that at all. You’ll need to tell them exactly what your requirements are. Then they will basically put in, put it into action for you because if you don’t do that, all you’re going to still end up with is a website, not a customer or lead generation tool that your business really needs.

So just to sum it all up, yes, a DIY website can work, but only when you take the emphasis off the technology and the aesthetics and you put it back on the business basics, which is a strategy that’s there to bring you more customers or leads on autopilot. Otherwise, all you’re really going to have is a website that you didn’t pay much for that’s bringing in even less, which is the real cost of a website is losing out on potential buyers because you didn’t have the right solution. Okay. So now I want to hear from you,  which of these options are you considering or have you decided that DIY may not even be the right way to go for you?  I’d love it if you’d leave it in the comments below. And of course I am just a comment away. So if you have any questions about any of this, please leave it in the comment section and I will answer it. And if you’re not subscribed yet, I want you to go ahead and click subscribe in the little circle icon right down here. And if you haven’t access to my free mini course yet, you’re definitely gonna. Want to do that? It will get you started in the right direction.  you can access that with this little box over here. Alright guys, I’m Wes McDowell for The Deep End and I’ll see you in our next video.

reduce website bounce rate

6 Proven Ways to Reduce Your Website Bounce Rate

Video Transcript:

Are you getting traffic to your site, only to have them bounce right off? I’ll show you how to reduce your bounce rate and keep way more of your site visitors right where you want them, and we’re starting right now.

Hey guys, Wes McDowell here for The Deep End and we post new videos here each and every week. So if you’re not subscribed yet, be sure to click the subscribe button and the little bell icon so you never miss out on a video you need to succeed online. And also be sure to get access to my free video mini course that will show you how to guarantee an amazing ROI on your website. Just click right up here for that. Okay, so a high bounce rate is not only a leading indicator to Google that maybe your site shouldn’t be shown to searchers, but it’s also a symptom of a bigger problem that you just aren’t connecting with your would be customers. So let’s start by defining what exactly a bounce rate is. Basically, it’s the overall percentage of people who visit your site then leave without clicking on any other pages.

So for instance, a bounce rate of 50 percent means that half of your traffic lands on your page then leaves. And to be fair, they may stay on that page for a long time and love what they see. Bounce rate doesn’t take any of that into account, but overall it’s considered a negative signal to Google. So it’s definitely worth paying attention to and there were a whole bunch of factors at play. So it’s hard to answer the question, what’s a good or bad bounce rate? However, I can tell you as a very general rule of thumb, you should try to shoot for a bounce rate under 40 percent. Now, if you get a lot of traffic from social or on mobile, your bounce rates will be higher than on desktop or from organic search traffic, but that 40 percent is still a good target to hit.

So let’s talk about some actionable things you can do to lower that bounce rate, not just to please Google, but to please the people that came to your site in the first place, your potential customers. So my first tip is to keep the scent a. think about what your site visitors clicked on to get to your site. Was it a Facebook ad or your listing in a Google search or a link to another website. Now ask yourself, how closely does your landing page deliver on the expectations that visitor had when they clicked? That’s what information sent is the message they clicked on should be mirrored back to them in the messaging they find on your site. You know, if they click on a Facebook ad with an offer for a free consultation, but then they just land on your homepage with no mention of that consultation.

The scent is off and they’re confused. Same thing that they clicked on your Google, you know, ideally the headline they clicked on should exactly match the headline on the page. Uh, this also goes for visuals. So if they click on an ad that uses one particular color image or style of image, and then what they see on your website is radically different from that they feel like something is off and that you know, maybe this isn’t what they were looking for after all. So the actionable item here is to look at your headlines and images on your important landing pages and also any corresponding text ads or links that people are clicking on to get to those pages. If there’s a disconnect, you’ll want to change either the ad or link or the content on the site itself. The closer to the match, the more your visitors will feel like they’re in the right place, making them stick around much longer.

Okay? My next tip is to make sure your site loads quickly. You know, according to Kissmetrics, 47 percent of people expect a page to load within two seconds while 40 percent abandon a website that takes longer than three seconds to load. So I want you to go to Google page speed insights and I’ll leave that link in the description below. Just do a simple test to see how fast your page loads on both mobile and desktop. And if you get a score below 70 on either there’s definitely room for improvement, uh, they’ll tell you what to focus on, but it can get technical. So you may need your developer to make those changes for you. Now, my next tip is in technical at all. It has to do with the messaging on your site. So I want to see if you pass the three second rule.

So just pretend you know nothing about your business and you’re going to your website for the very first time loaded up. And honestly ask yourself, is it immediately clear what you offered your customers within three seconds of seeing the headline? If not, you definitely run the risk of confusing your perspective customers. And as much as you’d like to think that they’re going to keep digging to find out, they probably won’t. They’ll just bounce and check out whoever’s next. This is where some really clear sales focused copywriting can work wonders for you. Uh, use your headline to simply say what you do, who you do it for. And what the benefit is to your customer, since the main thing that defines a bounce rate is whether or not people click around to more pages on your site. My next tip plays right into that, um, you need to make it clear where people should go next.

So first and foremost, have a super clear call to action on every single page that might be to schedule a free consultation or to make an appointment or to download a piece of content, whatever it is, style it as a button and make it stand out. But we know that only 10 to 20 percent of people will be ready to take that action when they first get to your site. So what about the other 80 percent? You know, you want to give them options to go to whatever content interests them, the most, uh, so have very clear links in your navigation. Some people may be very interested in reading about pricing. Others may want to read more about case studies or testimonials. So don’t make them hunt around for any of it. Um, I also really recommend putting those links throughout your site, wherever it makes sense, and we call those in context links.

The main idea is it encouraged people who aren’t ready to become a customer to at least choose their own adventure and get to whatever information they need to make that decision. Now, I want to talk about one of my favorite ways to combat a high bounce rate. And that is a well-placed video. Uh, the right video can help you in a few ways, including keeping people on your site much longer than if you didn’t use the video at all. Uh, you know, time on page is another powerful signal that Google uses to determine if your page should show up in a search. So when you use a video that explains what you offer, how it benefits your customer, and you close it out with these very specific call to action of where they should click next. Not only will that seriously cut into your bounce rate, but people will be much more primed to take the next step, like to call you or make an appointment.

how to spy on competitors facebook ads

The New Easy Way to Spy on Your Competitors’ Facebook Ads

Video Transcript:

If you want to see what your competition is doing on Facebook without 15 steps and a lot of crazy tools, we’re starting right now.

Hey guys, Wes McDowell here for The Deep End and if you want to make sure your website stays profitable, be sure to click subscribe and then click the little bell icon so you never miss another video you need to succeed online. And if you have an access to my free mini course, how to guarantee website ROI, you can access that right up here. Today we’re going to take a close look at one of the newest features that Facebook just rolled out and that is a super easy, streamlined way to spy on your competitors Facebook ads.

Now you may be wondering why even do this in the first place? Well, it always helps to know what others are doing and see what’s working and if you’ve never done a whole lot of Facebook ads before, it’s always a great inspiration point just to see what others are doing in terms of copy and images. Now, since this is so brand new, most of the other videos on Youtube are talking about, uh, the old method which involves using kind of third party tools, some of which you have to pay for otherwise, you know, kind of stalking your competitors on their Facebook pages and on their webpages in hopes of being a retargeting by those companies with their ads. Now, the main con of this method in addition to just the extra time it takes is that you have no guarantee of your competitors even running any Facebook ads.

So you could be stalking their Facebook page and their webpage and then you get nothing to show for it, especially if you’re more of a local business in a niche that doesn’t traditionally run a lot of Facebook ads. You could be wasting a lot of time. But luckily Facebook’s brand new feature pretty much reduce this down to a single step. So, um, and this is not a feature intended for advertisers at all, but we still get to benefit, it was actually introduced as a new transparency policy that came out of that whole Cambridge Analytica situation. So basically Facebook’s new add transparency policy makes it very easy to go in and see any advertiser’s ads on Facebook with no extra steps. Ideally, before you get started, you’re going to want to make a list of competitors. They can be direct in your area or they can be anywhere in the country.

It’s just so long as they’re in your niche. And if you don’t even have that, that’s okay. There actually is a workaround. So let’s go jump over to the computer. Okay. So once you’re logged into Facebook, you’re just going to go up to the search bar and here’s where you’re going to input your competitor’s name. Or if you don’t actually have these known competitors, where you can do is search, just search on a keyword phrase. So let’s say you run a yoga studio. I’m just going to type in Yoga, uh, and let’s see what the one has because usually the ones that come up first are going to be either closest to you or connected to most of your friends. So, um, and we, we may have to do a little bit of digging here. So let’s go ahead and click on their listing. So let’s go over to the left sidebar and this is the new section called Info and ads.

So let’s click on that and okay, so it says there are no ads to show, so I’m showing you this because, um, it may take a few tries before you actually find a business with ads, especially if you’re a more of a local business. There are a bunch that aren’t actively advertising on Facebook. So I’m going to go ahead and try again. I’m just going to try yoga again and go to the next one. Core Power Yoga, click on that. And then again, we’re going to go over to the Info and ads. Okay, now here we go. Here we’ve got, um, they are running some ads. What I would take note of are a few things, let’s pay attention to the copy they’re using specifically is it short form copy or long form copy and then look at the offers they’re running. So um, see how it says try seven days of unlimited classes free.

It’s not just go to our website for example. Now the one negative thing about this method is you are not able to see any kind of social proof, meaning they’re not going to show you any kind of a how many likes it’s getting comments, shares. You’re not really seeing any of that. Okay? So once you have a good amount of ads to look at, um, what I want you to do ideally is take screenshots of all of them. You can put them in a spreadsheet, you can just put them in a folder. But basically we are going to do is start looking for similarities between them since basically the fact that they’re all there and they’re active should tell you that they’re performing decently well. So any similarities you start to see between the ads and they can be all from one company or from different businesses.

Any commonalities you see, start developing should tell you that those are things that are working and that goes for copy that goes for images versus video types of images, any of that kind of stuff. And one thing that actually might work even better is if you were to look at a certain business over a period of time, say a couple of weeks to a month and start to see which ads were Maine and which are taken down because any ad that stays up, you can pretty much guarantee that it’s working for them on some level. From there it’s just applying what you’ve learned, not stealing anything, obviously copy or images, but at least learning what kind of copy works, what kind of images work or the videos work better, um, any of that kind of stuff. Take it and apply it to your own business.

Okay guys, you’ve heard from me. Now I want to hear from you. How do you plan on applying this new method to your own business? I want you to leave it in the comments below and as always I am just to come in, so if you have any questions, just leave it down there as well and I will get to it and to make sure you stay up to date on all of these videos, everything that’s going to make your website and your entire web presence a success. Uh, go ahead and subscribe right over here on the circle icon. And if you have not accessed my free mini course, how to guarantee website ROI, you’re definitely gonna. Want to check that out? Click this box right up here for that. All right, I’m Wes McDowell for The Deep End and I will see you in the next video.