Google Rocks Your World (Again)

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Attention: Paid Search Advertisers! Google is messing with your world again.

They've done this before. But this time it's a shift that favors paid search advertisers.

As I've said before, mobile has become a dominant force in Google advertising.  In fact, mobile now drives over half of all searches.  With more consumers focused on mobile screens, Google's paid search advertising needs to accommodate these new buying and browsing habits....

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Using Third Party Services to Drive Your Own Home Improvement Leads

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"Pay yourself first."

That's a common financial cliché when running a business. Yet when managing their own Web sites, few home improvement companies heed that advice. Instead, they spend time and effort to populate third party Web sites with their content.

You've heard of platforms like Porch.com, Houzz and Angie's List. Each court contractors as advertisers to sign up and post content about themselves - so that homeowners will in...

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Online Conversion Rates – Why Do Online Conversion Rates Change for Home Improvement Companies?

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"Our web site generated a ton of leads last month. Why has volume fallen off so suddenly?"
"We had loads of leads from our online campaigns during Q2 last year.  We're way off this year.  What's going on?"
I hear questions like this from the home improvement companies all the time.  But online marketing is like all marketing - your results change - independently from your efforts, and because of factors largely outside of your control....

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Lead Gen Platforms – Murky Territory for Home Improvement

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The home improvement companies we serve tell us a week doesn’t go by in which they’re called by any of a number of new online lead generation platforms. You know their names: Porch, Thumbtack, RedBeacon, Handy…the list goes on.

According to a recent Tech Crunch article, competition is heating up further with Google, Facebook, and Nextdoor rolling out lead generation offerings for home improvement companies.

The article covers a good...

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What’s the Difference Between a Google Click and a Facebook Click?

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What’s the difference between a Google click and a Facebook click?  Isn’t a click a click?  I mean, does it really matter how a homeowner finds his or her way to your website?

Turns out, it does matter. And it matters quite a bit when it comes to getting that homeowner to pick up the phone or submit an email form to your company.

Let’s look at Google clicks first.

You get a Google click when a homeowner types in a search query...

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Keyword Connects’ Todd Bairstow Covers Six Online Lead Generation Myths in Pool & Spa Marketing Magazine

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Pool and spa businesses need leads. Lots of them. It’s no secret that leads are the source of new customers. And with the explosion of the Internet over the past decade, online sources have become a primary starting point for finding new leads. But it’s not easy. In fact, figuring out online lead generation can be confusing, time consuming and expensive. In an article for the April issue of Pool & Spa Marketing Magazine, Todd Bairstow...

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Todd Bairstow to Conduct a Webinar with the National Kitchen and Bath Association

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Keyword Connects’ Todd Bairstow will be speaking on a webinar entitled “Profiting from Homeowners’ Online Buying Habits” on April 25 at 12:00 p.m. EDT.  In it, he’ll discuss how homeowners research home improvement products online – and how it affects their decision-making.  Attendees will learn how to respond to common objections from different buyer-personalities, and how to remove obstacles and friction points from a...

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Remarketing: A No Brainer to Improve Online Lead Generation

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Ever visit a web site, leave, then suddenly see that web site’s banners everywhere?  It’s not the CIA, NSA, FBI or Big Brother. It’s remarketing, and it works to drive leads for home improvement companies.

Establishing Intent

When a homeowner visits your website it’s not by accident.  They made an intentional decision to visit.  Now, maybe they left your site because they were just in the research phase, or they...

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The Google Bomb that Just Rocked Home Improvement

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The Google Bomb that Just Rocked Home Improvement

Yup, Google did it again. Last week, they dropped a bomb on small businesses who rely on the Adwords Pay-Per-Click program,  by announcing that they will no longer show ads along the right hand side of the search engine results pages (SERPs).

Ad spots 5-9 that used to show on the right hand side of the page will now show at the bottom, underneath the final organic results.

To cushion...

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Mobile: The Next Great Lead Gen Frontier

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Mobile: The Next Great Lead Gen Frontier

About every 18 months or so, my world gets turned upside down. Not by a new baby, winning the lottery or finally finding the right haircut. No, it’s usually Google that decides to grab the rug and pull it out from under my feet.

Now, they’re doing it again.  This time with mobile phone advertising. And it’s already having a real effect on home improvement lead generation.

To be fair, this...

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