Combine Paid & SEO Strategies to Increase your Bottom Line
[00:00:00] Arnie Kuenn
Welcome search geeks. I’m assuming that’s who’s here today. So how many of you were, I recognize a few faces, how many of you were in the workshop with me yesterday? Thanks for coming back, appreciate that. I think I only have about 2 or 3 repeat slides from that so this all new content for those of you who were there yesterday. I tend to wander a lot, but I’ve already been blinded a couple of times by the projector, so we’ll see how well I do. Anyway, you’re all in the right session, right? This isn’t Facebook next door which is all the rage at the moment.
Basically, this is a promise to show you how to combine search and paid to increase your bottom line. In the very last 4 or 5 slides is going to be the case study that shows, one case study it shows you exactly the results we received. I’m going to spend the first whatever slides, I’ll show you how you can get this all set up and how it can actually help you. I am going to cover a lot of information. This might be one of the more, geeky presentations at this particular conference. Also, there is an appendix attached to these slides so that I’m not going to show you today. So, if you wanted to download the slides, now or later, whatever, take pictures that’s where you can get the slides, it’s just a direct download, you don’t have to give your name or email or anything like that. And then I’ll give you the URL at the very end in case I’ve actually peaked your interest a bit and grab it right now.
[00:01:50] Arnie Kuenn Introduction
I’m Arnie Kuenn and I come from Phoenix, Arizona and I cannot believe it’s going to be 90 degrees in Boston today and actually I think, the high in Phoenix yesterday was like 73 which is, but it will be 106 on Sunday is what I’ve heard so it’s going to change. But, actually I went out for a walk yesterday, I couldn’t believe it, for lunch anyway.
Anyway, so, I run a content search and paid, basically a digital marketing agency in Phoenix. We have about 50 people, also about 50 different clients. We do a lot in a lot of different verticals. A lot of these examples today as who were in the workshop yesterday will be around the education space. It’s probably our biggest vertical market. But I’ve been doing this for many, many years like I guess I’m one of those old guys who says, way back when I remember, but I’ve actually been doing this before Google and all that stuff. I started the agency 12 years ago. I’m not sure what I should do with the speakers here. But anyway, oftentimes over those years, I would hear things like, as soon as I can get all my keywords ranking you only need Google in he United States anyway, I’m going to stop my paid media. Which that statement always drove me crazy and my quick response to why it drove me crazy or my quick answer to the people who would say that to me, would be well, is your paid working for you or are you getting leads, sales or whatever it is, at a cost that you’re comfortable with and if they said yes, I say then why would you ever stop it? Even if you rank number 1 for the same keyword phrase and I’ve been saying that for a few years.
Today I’m actually going to show you data that supports why you’d want to do both. Sometimes we’d hear, I can’t wait till I can stop working on the organic side because it’s generally hard, consistent work. You’re almost always in a grey area on the organic side. You might hear this as we work with bigger and bigger clients, with multiple agencies, “Why would our paid agency need to talk to our organic agency or our paid team need to talk to our organic team?” And, also, then no one ever clicks on ads, which I know we all feel that way and that the statistics are we don’t click on ads in a very high percentage when we go to do a search. But there’s a reason Google is worth billions and billions, hundreds of billions of dollars and Facebook is probably, I don’t even know what their market value is, I’m sure it’s hundreds of billions of dollars and it’s because somebody is clicking on those ads. And that’s really all those two websites are, big, big advertising websites, using other people’s content.
[00:04:43] Paid and Organic
So anyway, it seems for years, and I have to admit even in my days, I’m pretty much an SEO at my core. We would have this conversation always of paid versus organic and today I’m going to hopefully change your minds if you have those same thoughts and hopefully we’re changing a lot of people’s minds over the coming years that it’s really paid plus organic and it is search. And one of the stats that not in any of the slides here is, and maybe you’ve heard this kind of a number before, but it doesn’t matter if you’re B2B, B2C, whatever it is 93% of the time, before any of us go to buy anything, we turn to a search engine. In the United States, Google gets more than 90% of all web traffic, so generally we’re turning to Google. I’m sure you can all relate to that. It doesn’t matter what you buy, shoes or a car, or a networking system. So, 93% of the time, we try turn to a search engine and that’s why you want to show up with paid or organic and actually I’m going to show you ideally both.
Also, you need to understand that some people are going to have a long search cycle. With our agency, the average close cycle for us is a little bit over 6 months. So, from the time someone first discovers Vertical Measures and actually reaches out to our website somehow, until they become a customer, it’s just a little over a 6-month period. There’s going to be other instances that many of us experience, it could be as simple as going to Amazon or whatever, where our purchase cycle is going to be really, really, really quick, measured maybe in minutes. We just broke a heel on a pair of shoes, and we love those shoes, so just reorder them, or groceries online or whatever it is. So sometimes the search and the sales cycle can happen very, very, quickly.
[00:06:54] Google Search
So, again I don’t know how long many of you have been doing this, but you might remember one, you might remember an IMac, but two, you might remember when search results looked something like this. What used to be the famous 10 blue links. Whenever you did a Google search, it reliably came back with ten blue links on every page and you could click through to 2, 3, 4, 5 pages deep, which we don’t do that anymore either. What is it now? I think it’s 92% of the time, another big 90% number, we never go past page 1 of Google. So, if you’re on page 2 and you’re really, proud of it, we would work with you to see if we can that content moved to page 1. I have an example of how low the click rate is on page 2.
Anyway, that was nice the ads were on the right-hand side everybody, remember those days? It was not too very long ago actually when it looked like this, maybe just 2 or 3 years ago. That’s when ads did not get clicked on very often. Like years ago, I can remember my mother telling me, she’s afraid of those ads. She would never click on those ads. So, but things have changed.
This is what, as of today, Google search results look like. They’ve moved all the ads to the top, there’s nothing on the right-hand side. They’ve even made the pixel size of all the content on their search results a little bit bigger. The only thing that really indicates that It is an ad, rather than something organic is this little green icon, and I don’t know if you’ve been involved in this. I ‘m assuming you all have because you came to this session. They experiment with that I think when they first released the moving the ads to the middle of the page, top middle of the page. I think the original color of those ad buttons was yellow. I don’t think anybody remembers. So, they rolled that out and tested that for a few weeks, and then they rolled it out and it was green and of course they eventually switched to this, which you’ve got to pay attention to notice. A lot of times when you’re doing a search these days, depending on the device you’re using, you may only see ads if there’s if there’s 4 ads in this case, that are above the fold of the device you’re working on. Certainly, if you’re working on an IPad, this is how it may look. So organic is seeing, it is positioning in the search results a little bit differently these days.
[00:09:16] Rand Fishkin’s Study
In fact, a really large study, Rand Fishkin actually did compile this with his new business, Sparktoro. This is based on tens of billions of searches since November 2015 to February 2018 and what was seen is that from a desktop system, organic click through rates have dropped about 9% and paid has gone up about 12%. I believe that’s a lot of the result of the way Google’s laid out the page and Google’s looking for this. Again, because the only they make money is if you click on an ad, either on their search or display ads throughout their network and so on. From a mobile perspective, it’s even, it looks even worse. Again, this is based on tens of billions of searches in that whatever it is, two and a half-year period, where organic on mobile has dropped, click through rates have dropped by 71% and paid’s gone up by almost 20%. Now also, one of the big factors, I don’t know how to factor this in, is if you think about how you’re using your phones today, sometimes it’s just a voice query and you’re getting a voice response, so you’re getting the answer you’re looking for and there’s no need to click. Right, or you did a map search, or whatever your query was, and maybe it’s an answer box that came back but you’re getting your answers displayed on your phone and so there’s no need to click through. That’s one of the reasons click through rates are dropping but it’s still an impact on your businesses.
[00:10:52] Study on Web Traffic
Then another example, this is actually a really, large e-commerce site. This study was actually published on Moz but if you want to go find it, you can. It’s an e-commerce site, I’m pretty sure everybody in here has heard of. Their study for traffic coming to their site, they found from 2015 to 2017 that organic click through rates from a desktop device dropped by 25% and from a mobile device dropped by 55%.
So, they’re kind of seeing the same kinds of results. So that was kind of set up why it’s important to look at SEO and paid at the same time with your teams and compare data and so on and so forth. There’s inherent benefits or strengths to each one of these techniques, these tactics.
So organic after your initial investment, if you put in the work, you created really good content, you’ve optimized it correctly, you’re a decent authority site, you rank pretty well, your cost are pretty much sunk and now, in essence, you’re getting free clicks to your site. I realize that costs something to get there but the organic costs are much lower than paid where you’re paying every time somebody clicks.
Return on investment can be really high if you can manage to rank in the first maybe three or four positions. Generally, the top three positions of Google on Page 1, all the click through rates are just blow away all number for paid or page 2 or anything else. The ROI’s generally pretty, darn good. It is sustainable, generally if you can command one of the top two or three listings on Google and you have a healthy site, you generally don’t lose those. Again, every situation’s different but it’s more sustainable on organic basis. Both of them can be used for awareness if you create the right content, you run the right ads. When someone’s just becoming aware of their need or their problem, whatever it is that they’re actually trying to solve when they do their search, both of them can work pretty well to make them aware of you and your products and your services.
[00:12:54] Ad Position
Ad position, you can buy it. So, if you have the budget, and the ROI is there, and you want to show up at the very top of a search result page, you can do that with paid. User experience you can control a little bit better as well because you can determine what that ad says based on that keyword query, that search query, geographic and everything else. For organic, you can control it to some degree if you do a really good job with your title tags and your meta descriptions are unique on every page. Usually that’s what Google is going to pick up when they call your site and usually that’s what they’re going to display. But if you haven’t done that correctly, or they decide there’s other content on your page that they would rather show on the search results, it will do that, so you really don’t have control over the user experience on that search results page. Of course, you can retarget from a paid perspective as well. You can’t have any control over that organically.
[00:13:53] Team Collaboration
So, work together, maybe that makes some sense but why? So, I’ve got a few examples of how your team’s teams might actually communicate or your two agencies or maybe sometimes you have three or four different paid agencies and maybe two organic agencies but if they all start collaborating, you can actually see real benefits from it.
One example would be, this is from a paid perspective, so if your paid team happens to look at data, when they’re analyzing their ads and their click through rates and traffic and all of that, they might see on the left-hand side is the area just outside Phoenix, and if they see that their ads are receiving 110,000 impressions per month for a phrase like “New Home Sales”, but they happen to notice that over in Washington DC area a phrase “Pre-Owned Home Sales” is getting 105,000 views per month, they might want to inform the SEO team of this because typically, at least what we’ve seen, and everyone thinks a little bit different or whatever, but typically SEO’s around look at the full, if they look at rankings reports and look at data, they might get throughout the top 100 maybe the top 200 keyword phrases, looking at traffic, what’s bringing traffic to the site and they may never see this “Pre-Owned Home Sales” because it’s way down on their list and it happened to turn out they were showing up on a specific geography. The paid team knows this. So, it would be great if the paid team informed the organic team that maybe they needed to create some content around pre-owned home sales, which they haven’t done yet or they or they’re not ranking very highly if they have it, or whatever it might be or maybe even really geo targeted like pre-owned home sales Washington DC. So that data can help inform, one team can help inform the other team.
[00:15:50] Audience Targeting
Another example might just be audience targeting. So, if your data and your analytics data told you that you had 3,000 people who came to read this post. I don’t know if you can see at the back, but this is actually an example of one of our posts’, but it’s Facebook versus Instagram ads. So your analytics tells you that 3,000 people read it, you know who they are and then if they turned around, those same 3,000 or 30,000 or 100,000 people who might read a page on your site, any page and then those same people turned around and went back to Google and did a search, like Social Marketing Agency because now they’re thinking about that after reading this article and then now maybe they are going to start comparing agencies or whatever it might be. If you knew that, you might actually show them, I would hope because you have the ability to do this when those 3,000 in this example, 3,000 people went to do a Google search, you could actually target them with a very specific ad. A specific ad that knows that they have already read this blog post and take them to maybe the next step in the buyer journey or specifically address the fact that you know they read that post and would they now like to read or download this book or whatever it might be. So, you have that ability to inform each other.
[00:17:05] Ad Copy
Another example might be just figuring out ad copy and this is a pretty basic example but here’s the organic results if you a search for Walmart.com. Maybe all of your organizations look like something like this, you see the same kind of a thing, if you search for your brand and again this is just to give you an example. Google chooses what it’s going to display here. You can influence it to some degree but it’s again, not 100% in your control. So, Google will choose to display this when somebody looks for Walmart. So, if your ad team took the time, the paid team took the time to understand a bunch of different keywords, high traffic phrases that you are actually showing up well in the organic search results and knew that this was what was going to be displayed. They might create an ad that looked like this and notice there’s not much duplication. It’s very targeted, this could be based on the fact that it’s May so it’s the Mother’s Day listing, noting that it has free 2 days shipping and so on and so forth. So you can now imagine, if you did a search again for this brand, or your brand or whatever it might be that at the top of the page it’s going to be this full ad here and somewhere below that on the organic side, you’re going to see something like this and you’re going to own a huge chunk of real estate on the search results pages, all with different calls to action.
If you have any questions, at any point, you can just raise your hand.
All right, so, again, working together, so measurement is something that you could share with each other. So, in this particular example, this is looking at conversions and where do they come from. In this particular example, 100% of the conversions ended up involving search, organic or paid. Right that would be important to know that wherever this conversion path was. Maybe it was a download, maybe it was actually buying a product, whatever the goal might be. If you knew that, of course your organization now knows that we might want to really work together on this particular conversion path because 100% of the time, if they find us via the search results pages paid or organic, we get a conversion. This example, it’s not happening through social or any other channel, it’s happening only in search results and it’s 100% of the time you’ll get a conversion.
So, what happens again if the teams keep talking together, what kind of data can you share with each other? These are a couple of real-life examples here. So, I mentioned we do a bit with the higher education market place and this is a specific example. It’s a Medical Assistant program where the keyword we were looking at was phlebotomy training. So, in this example, that keyword phrase for this client, the average organic position was basically 14, which means they were the middle of page 2. Not ideal but it’s better than being on page 5 I guess. The organic traffic they saw from that was 236 click throughs to their site based on 22,000 impressions which is about right, it’s about 1%. So, if you’re averaging on being position 14, you get about 1% of the searches for keyword phrase and so paid only saw 4 impressions.
So again, if you share this data, what we can learn from it is 2 things. One is you probably want to expand the paid targeting for that because there seems to be a way bigger opportunity that paid is getting. They’re only getting 4 of the 22,000 possible impressions. So, maybe it’s an increase in spend, maybe it’s expanding the keyword footprint and from an optimization standpoint our SEO team, we call this striking distance. Now if we’re working with clients and they got content that’s ranking on page 2 consistently, you will target those pages and make optimization changes to try to move it to page 1. It could be building links, it could be changing a content around a little bit or whatever but that’s another opportunity to move it to page 1 and the click through rates are going to go up pretty highly as well.
[00:21:24] Branded Search
So, another example, so this is now a branded search, a single location and during a 30-day period that branded search saw 275 impressions. So, 275, in theory people, were searching for that brand phrase. It brought 47 visitors organically and 53 through paid so an even 100 through search which is a total of 36% conversion rate. So, 36% of the people, of the 275 ended up clicking through to the site. What you could do, again if the teams are sharing this data, you could say well we’re going to pull the ads down. Maybe we’ll just shut that budget off for that specific keyword phrase and see if in fact organic picks up the rest of it. Maybe over a 30-day period, you stop that ad or reduce the span or whatever you want and see if we still got a 36% click through rate and that magically turns out that organic picked up that extra 53 because it was getting, it had better targeting, than the competition. Most of the time, that’s not going to be the case but that’s the kind of data you can look at.
[00:22:38] Tools to Use
So now I’m going to talk to you about a couple of tools that you would use. One is connecting these 3 really important things with Google and then I’m going to go into attribution a little bit and try not to confuse you on that. But here’s just one slide for all of this to actually work together well, you need to have Search Console, Adwords and Analytics, all connected. There’s a few steps for that and that’s what’s in the appendix of these slides. So, again if you want to download these slides, I’ll give you the link at the very, very end if you didn’t grab it in the very beginning. There’s 7 or 8 slides that literally walk you through, how to make sure all three of these tools are all interconnected. So, then, you can actually look at this combined data.
[00:23:26] Attribution’s Perspective
So, from an attribution’s perspective, it’s basically trying to figure out, and I think you are all, if you are all responsible for this need to be able to answer you know what is search worth to your organization? What is paid search worth to your organization? How about organic? So, I’m going to walk you through attribution modelling pretty quickly. There could be a whole workshop on attribution modelling to help you determine these things. I’ll get to that case study.
So, I think a lot of organizations, this is an example, might look at things this way, like we meet, or we greet people, or we expose ourselves at the very top of the funnel through social channels. Maybe through Facebook, Twitter, LinkedIn, whatever it might be, and we try to start a conversation or get people to click through to our site, maybe on a paid channel and then maybe organic is how, is the last thing they do and that’s what ultimately turns into a conversion, whatever a conversion might be for you. And you get many, many different types of conversions for the same company.
So, you just might say, well I want to set up my attribution this way. I want to give credit to my social channels or at least the first interaction from my conversion. So, the first way they found us, and we’ll lay it out 10%, 10% and 80% or you might switch around and say actually social’s really, really important. The first interaction that we think is really important to us, we’re just trying to get awareness out there so we’re going to give more or most of the value to the front-end of the journey from the first interaction basis. So, we set it up 80%, 10%, 10% or maybe you feel like no, it needs to be balanced, we have a really, long sales cycle, so we’re going to lay it out 40%, 20%, 40%, and I’ll get in to a little bit of detail there.
So how many of you have attributions set up already and think you do a pretty good job? So, did you put your hands down because you think you didn’t do a pretty good job? It is hard to know but that’s pretty typical. Most firms don’t have it set up, but you set it up through Analytics, you click on attribution and there’s a few modes to, there’s a few ways to set it up. So, one is first interaction, so this is what I mentioned with social media or whatever you choose. It’s probably that you’re worried about awareness. So, it might be for a new start-up company, new product line, brand new brand, whatever it might be and your goal right now this year whatever, is going to be all about awareness so you want to put a heavier value on the first interaction. The first channel that somebody uses to get to discover you and to get to your site and then a little bit lower throughout the rest of the funnel. So, the pros are you’re learning about how the people find out about you. The con is that you’re really top of the funnel heavy.
This is I believe, if I remember right, sometimes I blank out. I think this is the default in analytics, can anybody confirm that? So, last is the default set up for analytics, meaning you’re going to put all the emphasis on what is the last channel somebody used to find you that turned into a conversion. So, e-commerce sites, this is probably how you should set it up because in general that’s how people are going to find you. So, puts the budget and focus on the decision on the last interaction stage, and it’s also the con because it’s bottom of the funnel heavy.
So, position base there’s actually about 7 models, these are the 3 most common. So, position base spreads it out. It gives equal attribution to first channel that sent somebody to your site and the last channel they used before they converted. Again, a conversion can be a lead form, it can be a purchase, whatever it is for you. An example might be, we worked for a couple of arts home builders and this is how we have it is set up for them because that sales cycle is pretty long, and often ends with somebody actually going to the lot and walking with the salesperson and we have to get that all tracked.
[00:27:29] Attribution Model
All right, so choosing an attribution model, so way down there is where you choose it. The example I want to give here is a couple of slides here on how it can inform you and determining what you’re giving attribution to, how you look at your data and deciding if you have it right and if your investment in organic or paid, or social, or whatever channels you might be using to pull traffic in is correct. So, in this particular example, you look at last interaction for organic search, it brought in 96,000 conversions. But if we look at it from a first interaction basis, it’s 135,000 conversions. In other words, looking at an organic from a first interaction standpoint will show an almost 40% increase in the value of organic search. Follow that? So, paid search on the far left, last interaction almost 67,000 conversions, first interaction it goes up to 86,000 conversions. So, it’s almost a 30% increase in value when you look at paid search and when you have your model set up as a first interaction attribution model. And the bottom line will tell you that based on first compared to last, both search types paid and organic that there’s a 26% increase in the value and this would tell your organization on my opinion that first interaction, the way people find us for the very first time, if it’s through a search engine, that’s where we need to make our investments. That’s where the real value is.
So, here’s looking at some real datas, this is a real client, I think this is over one quarter if I remember right. So, taking that same data, we just looked at before for 222,000 total in search, that’s how it’s working down organic and paid. The total investment was about $100,000 and they were getting about a 4:1 ROI, meaning for every $100,000 that they invested, they were getting about $400,000 in revenue. But because we now know how important search was compared to any other channel, not a huge increase in investment but we put all of our energy into search results, paid and organic over the next quarter and the increase is, so it’s overall increase by 12%. Here’s the breakdowns and it turned out organic actually had one of the bigger increases. The total investment for that next quarter ended up only being an additional $5000 that was invested in total search and the total ROI went to 5.5 so for that I can’t do that in my head but almost $600,000 in revenue.
[00:30:21] Question from the Audience [inaudible]
[00:30:27] Arnie Kuenn
There was some organic changes that were made too, $105,000 is out of pocket paid expenses. But we looked at those pages for striking distance, put energy into organic for the quarter. We gave them a full report of things to check off and do and that’s the end result.
I, actually forgot that was the next slide. So, yeah, get it? All right so this really, it doesn’t matter what industry you’re in. We have done this work for healthcare companies, of course education, as one of the examples I have shown you so far, B2B tool provider we did this for, a manufacturer and so on. And it just seems to keep working when you’re sharing and comparing this data. And basically, actually looking for opportunities to run a paid search campaign that lines up with your organic results. So, looking for keyword is your ranking organically, and making sure ads are appearing in those same search results. That’s really the key.
So, by collaborating and sharing that data, you can end up seeing real results. So, here’s the case study, these are also our higher education client who is getting about 200,000 visitors per month and that was both organic and paid. What we did is we asked them to run for a one quarter test, just doing exactly what I just described. Everywhere we knew that they were ranking on page 1 of Google, organic search results, we made sure an ad, an appropriate ad was also appearing, but before they had those turned way down. That was the last quarter of last year and non-branded queries only. We did not involve their brand name whatsoever.
So, the end result after one quarter of doing this was that from a desktop perspective, their click through rate went up 7%. Mobile went up almost 30%, tablets 24%, or a total increase click through rate of 17%. So, this is where we’re going to hit the bottom line. So, what it means numbers wise for them, is that their organic only traffic was a little bit over 96,000 click throughs. The paid ended up being about 24,000 click throughs and the bigger surprise for us, was that the click through rate for paid suddenly took off. In fact, when we ran paid ads on those pages, the average conversion rate was just over 14%, which is pretty darn sweet. And the end result, the bottom line, they fell in love with us because of this, they got almost $2.6 million in additional student starts during that quarter based on running those ads and getting a higher click through rate. You can do this in your head, but the reason that the paid ration compared to the…see this balance here, paid is actually, they’re getting 20% of the click throughs but here it has way over 20% of the revenue and that’s because of that higher click through rate or the higher conversion rate. They were just turning in to more students. So, the paid ads were clearly working and again if somebody would have said, we need to turn them off because we’re already ranking number 1, they would have never seen this $2.6 million dollars in revenue.
So, again, you just need to ask yourself, do you know what search is worth to your organization? Do you know how paid search assists your conversions? Do you know how organic search assists your conversions? Those are questions, I think you need to go back and ask the teams. Maybe you’re one of the others, SEO paid or maybe you’re Director of Marketing or whatever it is, it’s important to get these conversations going within your organization.
So, remember there’s an appendix that tells you how to set up those 3 tools. It’s in these slides so if you want to download it now, if I’ve peaked your interest, there’s the link, take a picture. And that’s all I have for this session. I’ve got 5 minutes for questions.
[00:35:00] Question from Audience [inaudible]
[00:35:25] Arnie Kuenn
That’s an impossible question to answer. When that all was going down a few months ago, that was hot topic number one flying around our office. I have no idea. So her question, I don’t think you heard, is about net and trality light affect all of this. I don’t know how to answer. I will just tell you what my personal perspective is I believe in the free market and I don’t know if that’s still going to exist in a few years, I don’t know, but there has always been a method to attract people to your business and we will just have to figure out whatever it is, 5 years from now if its different. It will be different, I’m sure.
[00:36:15] Question from Audience [inaudible]
I have another question, with the GDPR coming up in Europe, do you think that that’s coming over to the United States and is your agency doing anything to prepare for that? Do you do business with any clients that is in the UK?
[00:36:28] Arnie Kuenn
Right now, we’re not doing anything to prepare for it and I have no idea. It’s anybody’s guess. We have one client that’s headquartered in Sweden. Actually and I don’t know if there’s other agencies in here but we used to do a ton with UK and Australia when the dollar was weak but since the dollar’s become so strong, the only client we have that I know of it’s headquartered outside of North America, we have a couple in Canada, is the one in the UK. That’s it. There’s enough that happens in our industry already that we’re faced with dealing with today’s reality and maybe yesterday’s reality and we’re not going to start speculating 2 years from now .
[00:37:23] Question from Audience
I’m just wondering because I have a client who makes a $1 million dollars a week and he’s very frugal with his spend and I’m just curious about how you track those sort of results because the client I’m speaking about is a doctor so I task the front end staff to track how patients come to us and inevitably our largest source is Google or the website or Craigslist believe it or not, Craigslist ads. So I’m just wondering how you best track with your variance of clients.
[00:37:57] Arnie Kuenn
Well, we actually have one of our larger clients as a Lasik Center, they have centers all throughout the southwest and we have all of this set up for them. It’s also not perfect because that’s the situation where you’re probably running into where they just call the office and they’re not doing a very good job of tracking , asking those questions we used to have to ask, which is how did you hear about us and how did you get our phone number. You know your receptionist would always ask those questions and try to track it on a piece of paper but literally we’re trying to get them to do that. The system’s there, they don’t have to write it on paper, they can enter it into the CRM but it’s just they’re not in a very good habit so we’re just trying to forecast how many of those actually came through walk-ins or phonecalls and then retroactively add it back into the CRM system and it will track that through. It’s their system.
Yeah those are tougher. Those that literally have a lot of telephone, walk-in business, tougher to track. Any other questions? I might actually be out of time. Looks like it’s about 12:09PM and lunch is next and I believe it’s out in the break area. I’m sure you’ll find it on the way out but anyway thanks very much for attending, I appreciate it.