Takeaway: While mobile is performing better, Google now has a mobile first approach and the mobile numbers aren't too improved YOY. We need to focus on mobile and tablet A/B test in Q1.
That means we have to look at the top of the funnel at sessions.
We did see an approximate 8% increase in sessions, but they weren't from a channel that converts as well and we lost Organic traffic which does convert better.
This 10% decline in Organic Sessions is what I've got to turn around Q1. PLEASE NOTE: We were spending more PPC dollars in Q4, so I see an increase from 13% to 25% of people who clicked on our ads versus organic links when presented with both options. I believe without the PPC increase we would be at 50% Organic Sessions.
So what the hell is happening?
Aggregators are moving into top spots across the country
And it's happening across different service industries...
Takeaway: SEO needs to be our big Q1 initiative outside of online booking. I'm putting dates on EVERYTHING to keep on track and moving forward before summer.
Email & Text
February: Moved email over to Send In Blue to give quotes and confirmations an updated look. That led to a 32% email confirmation rate. August: Began text confirmations. Since then 13% of customers have confirmed via text.
Takeaway: Leverage text messaging for web leads that do not pick up.
April: Put Dallas on a review management platform. Reviews help boost SEO (3rd party validation), and get us found through aggregators, social, and searches.
- 25 Google Plus Reviews - Started with 0
- 15 Yelp Reviews - Started with 5
- 7 Facebook Reviews - Started with 6
All locations are now on review management platforms and generating similar results.
Takeaway: Maintain accounts but consolidate all locations onto Birdeye for SEO.
July: We started using Wordstream to manage PPC. Since then they have consistently met our goals conversion and cost goals.
Takeaway: Continue with Wordstream and have them heavily focus majority of budget on top keywords until Organic comes back
We spent 55% more YOY in Paid Search rounding out 2016 at ~$215k with over 10,000 opportunities created
Using Kissmetrics & Call Rail we can now see Paid Leads close
Looking at November, Paid Web Leads we see only an 12% Close Rate
And Paid Calls close around 17%
Even with a lower close rate than average, these closed jobs yielded a 65% ROI
Takeaway: Why don't we trying skilling better performing agents a little higher for Paid Leads & use data to forecast spend by location each month
December: Added Jeremy to the team to expand our video content. CYCLE video reached 4,600 people, had 154 reactions on social, and 500+ 10 second or more views.
Takeaway: Video, video, video. It gets more engagement plain and simple. Check out our Facebook stats before and after video.