Any ways, after checking the average rates, trends, yadda yadda yadda, I did a simple Google search for “National Mortgage Rate” and came up with this ingenious paid search ad:

Interesting huh?

So let’s disect this just a tiny bit… It looks like a Paid Search ad, there’s a heading, some content, and then a link.. but then there are some radio buttons and a ‘Compare rates’ button. That’s new, well at least, it hasn’t shown up in a Google search result for me before. After a quick click-through, this is what I came upon…

Click the image to get a better view

Do you see what I see?

Sure it might just look like a great way for us to put in our home loan information and then shop around for the best refinancing options available.. I mean its just a phone call away right? But let’s just think about this for one second. Google has all of this information. We’re still at Google.com… we still see our iGoogle login at the top of the screen… why is Google helping me make this very life-changing decision by giving me some valuable information?

Want the hard truth? Google has stepped into the lead generation spotlight. Really.. and I think they have poised themselves to pretty much kill everything, or at least alter, in their wake.

If Google is able to put THEIR link on the TOP of their paid search listings… (Yeah.. it looks new.. so people are going to click it), why would anyone shop around further? I would think they’d stick around on Google for a little while longer right? So let’s just say they do so. Now, people are given hard numbers.. prices, rates.. even phone numbers! If I can see that I can pay $300 bucks less on my home loan with all of the same loan information and all of the same valuation, I’m going to go out and contact that particular bank.. for sure. So where does Google make it’s money?

Instead of Google Adwords selling a company a single click, now they are able to sell a company a true and honest lead. Oh my God. How much do you think companies are willing to pay Google if someone has actively shown an interest in their company and are very serious about buying a home or refinancing? It is really staggering to imagine the money that can be flowing between Google and their advertisers. But I guess that is life right?

So whats next? I say.. look for these same types of comparison shopping (aka Lead Generation) advertisements to flood your searches. It’ll be a while before it hits everything.. but if you’re looking at purchasing a big  ticket item… (mortgage/home, online education, insurance, etc) look out. By all means, USE IT! But understand that Google has poised themselves to get some major bang for their buck when it comes to lead gen.

Peace

Any ways, why is this such a big deal to me? If you or I wanted to make any kind of trend analysis, cost analysis, forecasting, or anything similar.. custom date ranges would be probably one of your most frequented clicks. Although I am probably preaching to the choir here, I think we can all agree that having that little extra filtering is huge. Especially now when we’re trying to optimize campaigns with the resources we are given.

But while you might not be spending the money you are in say AdWords or Yahoo! Sponsored Search, AdCenter is right up there… to some degree. That being said, what kind of search distribution do you see for your own personal marketing efforts. Yeah, I know there are the overall search statistics, percentages, and market share, but how does that differ with your own information. Industry standards, audience, type of webpage… you should definitely see some variances in SERP referrals based on who you are and what you do.

Care to comment?

Peace

So after a few days of trying to figure out how some of my leads were leaking through the pipes into other systems, I’ve discovered that there are many flaws within our own particular system. In our industry, or any industry for that matter, we deal with web usability on a daily basis.

What do people see first, or what are their eyes attracted to? Are there relevant links/phone numbers/addresses/email addresses there?

In my case, it was a combination of faulty landing pages, bad usability (which might take a while to get fixed), no call tracking, as well as wrong conversions pixels.. ugh. While it’s nothing urgent, a failure to see these kinda dinky mistakes can be irritating to someone who isn’t really looking… its just an issue. That doesn’t mean these people are outta the loop though. When you have a system that is working, and you have multiple account across multiple campaigns, across multiple partners, you’re gunna miss something. The thing is, if its as close to home as your own homepage.. that could be affecting everything all together, the fix could flip your world upside down. Let’s hope it’s not too huge of a 180 (ie. a 360.. but then again I guess that would be fine… I dunno).

That being said, what do I personally have to say about it? … Well,

When creating SEO campaigns, PPC campaigns, or whatever else you’re doing, make sure and create clear and simple navigation routes to your converting actions. Remember your click rules of thumb and sitemap strategies. If you have phone numbers, make them different across different campaigns, or accounts. Maybe even using call tracking to monitor just exactly the number of people coming through. Sounds like heaven to me.

Also make sure your landing pages are clear enough and inviting enough for people to want to convert. Yet… have options for other conversions as well. A landing page with a web form as well as a tracked phone number is a great asset when dealing with hundreds of people going in and out of a simple PPC campaign.

Organically, let loose in devising SEO conversion goals. SERP wise, you never know why someone is going to use your site, so give them options, but make sure you can see it. That way, later on, you’re not trying to figure out why your numbers are wrong.

Any other ideas?

Peace

As my job description has increased by maybe 4 or 5 paragraphs, I think I really need to take a minute or two to revaluate where I am at professional, what I think I can do, and what I’m going to have to step up to do. It’s not all too hard stuff, but the more I dig down into the system, the more I’m realizing that there are quite a few flaws that need eleviating. Quite a few. I’m all about a good challenge though. As long as I can keep my head above the water, feet moving, arms wailing, I might just come out of this alive, and when I do, I’ll be well on shore with more than just a paddle. Oh the imagery and dreamlike helplessness.

That being said, another task I have at hand is looking for some good SEO, PPC, Social Media, or just any kind of Online Marketing Conferences out there. Know of any? I’ve seen a lot of sites out there for SMX… and it’s many dates, but was just wondering if there are others. Any ways, as the week winds down, I’ll be doing a little bit more research. Just thought I’d plant it out there. It’s about time to start thinking about going home though.

Peace

As my friends, colleagues, family, and I make our way into 2009, I can’t help but wonder what she has in store for us. Moving to Phoenix last summer has so far proved to be a great step in Andrea’s and my life. Although she’ll regret it, I know it’s for the best that we stay here and build our career so that someday, we’ll be able to move back to Seattle with some better jobs, possibly new educations, and better networking connections than when we had left. I’m confident we’re heading on the right track. And we both have some good friends to show for it.

My job aside, this year will be pretty interesting for me I think. For one, my manager has just left, and I’m now in charge of a good sum of marketing funds for both SEO and PPC. Personally, I think (Employer Reference Removed) is setting itself up for a year of potentially huge growth, expanded marketing reach, student enrollment, and more. I know its korny, but I’m pretty happy and glad to be working where I am at this point in my life, and in our economic situations. I’m feeling positive the market in general will be looking up soon though. I’m not Cramer though.

Although Andrea is almost at about the half way point in her first year, I know she’s stressing a little. Mostly from the fact that she’s away from home, but still. I can’t really blame her. Socially, I think we both can do better, and I think it’s safe to say that being more social should be a good resolution for myself. Andrea is already a force to be wrecken’d with in terms of the social realm. By the way, there a show in Phoenix on January 8th at the Rhythm Room… Snakes! Snakes! Snakes!, Small Leaks Sink Ships, and Art for Starters. Any ways, my small plug.

Well, all in all, I think 2009 should be an awesome year. Say ‘hi’ to me when you see me. Also, say ‘hi’ to each other when you see each other. I’m feeling more than confident that something cool and big is in-store. I guess all I can do is wait and see.

Peace

Moving on to more exciting news, next week is Thanksgiving! Thank God. I’ve been looking forward to going home for quite some time now, but it wasn’t until this weekend when I really realized I longed for it hardcore. Seeing the family, eating the food, sleeping in, it sounds so heavenly right now. More later.. or at least sooner to the actual day.

I suppose it’s now time to get to work. I think today I’m going to try and finish up my recommendations for Microsoft AdCenter, and then maybe go in and begin working with the campaigns tomorrow or something. Then I have that AdWords Webinar tomorrow too. Well we’ll see. Might work on some writing as well. Who knows. Peace

That being said, if you’re in need of qualified and professional SEO services, contact Doug or myself today. Also, if you’re in need of Pay-Per-Click services, contact me. In a few weeks, I should have my own site up and running, a possible biz license and a desire to make it on my own. That was dumb. But yeah.