Bryan Kofsky

Bully marketing competitors with ruthless campaigns or is this actually taboo?

Before we get going, want to see how we handle marketing rivals the Philly way? Watch me take down a Rangers dummy on rollerblades in my old high school jersey in this week’s video!

Nothing gets your blood pumping like some stiff competition.

You notice one of your competitors show up, bidding on your brand terms. I get it.

Your instincts go into fight mode.

Where I’m from, we’re known as the Broad Street Bullies (that’s what they call the Philadelphia Flyers, anyway).

My brother even has a tattoo of Gritty (The Flyers’ mischievous mascot) eating a Philly cheesesteak.

Now let’s talk about your marketing competitors.

Here’s the thing. You typically have two options when competitors are bidding on your brand terms:

Option 1: Play for ROI, Not Pride

Here’s the deal: bidding on a competitor’s brand usually isn’t a winning strategy. Why?

The cost-per-click (CPC) on their brand terms is unnecessarily high.
The conversion rate? Not great. You’re spending big for a minimal return.

There are better ways to get ROI up on the scoreboard.

Like focusing on conversion rate optimization (CRO). CRO helps turn more of your qualified traffic into leads. If high lead costs are an issue, it’s worth checking whether your landing pages are fully optimized. Read my Ultimate Guide to Creating High-converting Landing Pages.

This could also be the right time to revisit your Google Ads strategy and identify key factors driving up your lead costs.

But, there is a route to engage in competitor campaigns:

Sending a message. Cue the hockey fight videos.

Option 2: Send a Message

In 1976, the Philadelphia Flyers, known as the Broad Street Bullies, became the first team to beat the Soviet Union. This was even before the Miracle on Ice in 1980. (It’s actually a pretty cool story—YouTube it.)

While their physicality didn’t directly score goals, the Flyers’ relentless aggression forced ~~those commies~~ the Soviets to walk off the ice. There’s something to be said about going on the offensive.

Competitor bidding can send a signal to your rival: We see you.

This will drive up their cost per click
And puts them on notice you will not idly sit back while they poach your brand traffic.

What Kind of Marketer Are You?

As a hockey player, I played a physical game.

As a marketer, I’m more of a finesse player.

Either way, your first move should be professional. You could always reach out directly too! Here’s a smooth email template to get the ball (or puck) rolling:

Subject: Request to Cease Bidding on Our Brand Terms

Hi [Competitor’s Name],

I hope this message finds you well.

We’ve noticed that your ads are appearing in search results for our brand name, “[Your Brand Name],” and related terms like “[Example Terms]. While we understand this may not have been intentional, we kindly ask you to add our brand name as a negative keyword in your campaigns to prevent further overlap.

Brand bidding situations like this often result in increased CPCs and reduced efficiency for both parties, with the primary beneficiary being Google. In the interest of avoiding unnecessary competition and focusing on our respective core audiences, we believe resolving this matter would be mutually beneficial.

If we don’t hear back from you within 7 business days, we may need to reevaluate our campaign strategy, including bidding on competitor terms to maintain balance. While this is not our preferred course of action, we are prepared to take the necessary steps to protect our brand if needed.

We value your cooperation and are confident we can resolve this collaboratively. Please confirm once the necessary changes have been made or let us know if you have any questions.

Thank you for your understanding. [Your Name] [Your Position] [Your Contact Information]

And if this is still a problem, it might be time to rethink your approach. Learn how to select the best lead generation channels based on your goals and gain an edge in areas where competitors can’t compete.

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Are marketing ethics for copy so disappointingly dead, it’s sinful?

I was pumped to get my hands on the popular book The Copywriters Handbook. As a marketer who’s now creating content, improving in this area is a priority.

One of the key concepts that remains top of my mind is Kaizen. It’s a Japanese philosophy meaning continuous improvement. I strive for a consistent 1% improvement on every new project. And I was hoping this book would help with this in my writing.

Early in the book, I came across the section “False Logic” and it ruined the book. I ended up putting it down.

Building trust may be the most important area for long-term success. So the book lost me there.

The concept is spread over a couple of pages, so there’s not one juicy quote to point my finger at (likely by design). But I’ll do my best to provide the gist.

False logic is intentionally lying for better “sales” copy while “morally” letting yourself off the hook on a technicality. “I have thousands of customers come to my website,” but “I didn’t say they were MY customers!” I made this one up, but that’s pretty much the idea. The author then goes on to compare marketers to lawyers. Are we here for what’s right or are we here to win?

You’ve got Seth Godin talking about “changing the culture” and “make things better by making better things.” And, Rand Fishkin giving a painfully honest account of his shortcomings and professional challenges to shed light on false narratives of perfection from successful individuals. He aims to help those who come next. And Ann Handley with a fantastic book with no ethical conflicts called Everybody Writes.

You can’t make promises and then not deliver. What will that do to your reputation? You’d lose all credibility.

Is this a book you read? Is the rest of the book even worth reading?

If not, what would you recommend?

6 Easy Steps to Improve Lead Form Conversion Rates by 33%

Let’s start with some context.

Picture a prospective customer who wants more information from us. Our goal is to make it as easy as possible for them to complete the form and get in touch with a rep.

However, we often make it unnecessarily difficult. Including but not limited to asking them to fill out their entire life history.

There’s a bunch of small changes that add up to a significant improvement for your prospective customers.

What’s the goal of this particular form, and where is it at in the customer journey?

In this case, the prospect is ready to be in touch with a rep. So, let’s look at the form and see what changes can be made.

Step 1: Optimize the Input Field Layout

Multiple columns disrupt the flow of completing a form. By using a single column with each field on a separate row, we allow prospective customers to maintain focus in a natural vertical progression.

For example, place the last name under the first name and stack email and phone number fields instead of placing them side by side. This simple change helps guide users smoothly through the form.

Demonstrating form fields arranged in a vertical layout

Step 2: Reduce the Number of Fields

Less is more when it comes to lead forms. Reduce the number of fields to the absolute minimum necessary. If there are any must-have qualifiers or details that will change the way reps engage with prospects, consider those carefully.

For instance, if routing by location is essential, consider keeping just the zip code. Simplifying the form increases the likelihood of completion.

Step 3: Optimize for Mobile Typing

Typing on a mobile device can be cumbersome, especially with the standard QWERTY keypad. Ensure the form is optimized for mobile by using the numerical keypad for phone numbers and the appropriate email keypad for email fields.

This optimization makes it easier and faster for users to complete the form on their mobile devices.

Qwerty Kepad is the inncorrect keypad for phone number — Incorrect Keypad

Numerical Keypad is the Correct Keypad for Phone Number — Correct Keypad

Step 4: Mark Required Fields

Make it easy to recognize required fields. If a prospective customer clicks the submit button only to receive an error, they’re more likely to abandon the form altogether.

Clearly mark required fields with an asterisk or another noticeable indicator to avoid unnecessary frustration.

Form required field marked with an asterisk

Step 5: In-Line Validation

Similar to marking required fields, in-line validation helps users correct errors instantly.

For example, if a phone number field requires 10 digits, provide an immediate error message if only 9 digits are entered. This real-time feedback helps users correct mistakes without having to submit the form multiple times.

Step 6: Stronger Call to Action

Your call to action (CTA) should be compelling and clear. Instead of a generic “Submit” button, use a stronger CTA like “Request Information” or “Get Info.”

This small change can make a significant difference in encouraging users to complete the form. And it’s often missed!

Improved form CTA button with "Get Info" text

By adding these simple fixes, you’ll have a much smoother experience for your prospects. I was able to see a 33% increase in click-to-conversion rate on our lead forms.

These steps ensure a smoother experience for your prospective customers, ultimately leading you to more successful conversions.

If you want to learn more about creating conversion-centric landing pages, hit the subscribe button, and when you get the email, reply back and let me know.

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Is your depressing lead form devastating your conversions every single time?

If you’re driving quality traffic to high-intent pages, your lead form may be the problem. Picture Deebo from the movie Friday uppercutting your prospect, preventing them from advancing. Then, Chris Tucker stands over your prospect and declares, “You got—a bad user experience!”

Lead Form Issues Exageration with the movie Friday

But there’s good news.

Simple fixes can have a big impact.

User experience is the name of the game.

If a potential customer wants to take action, make it easy. HubSpot found that removing one form field can increase conversions by 27%, including dropdowns.

You might think the more a prospect works to reach you, the more “qualified” they are. (I’m picturing Dr. Evil from Austin Powers doing his finger air-quote gesture here.) But is this really how we want to operate? Do we want to make our best potential customers jump through hoops? Let’s not be the automated phone system of lead forms.

Prospects are busy. They don’t have time for lengthy, cumbersome forms. Each second they spend on a complicated form is a second they’re reconsidering whether it’s worth their effort. Frustrated prospects abandon forms, a clear sign something needs to change.

Check out the followup to this post: 6 Easy Steps I used to improve lead form conversion rates by 33%.

Let’s fix your forms!

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I’ve Seen Many SEO Campaigns Fail Without This

Here’s why most teams never see SEO results:

Misaligned Strategy: Their SEO strategy isn’t aligned with business goals.
Technical Issues: The web team doesn’t fix technical problems.
Content Creation: New content never gets written due to industry compliance bottlenecks.
UX Neglect: UX design for conversion is overlooked.
Improper Tracking: Tracking isn’t properly implemented.
Lack of Reporting: Real-time reporting isn’t set up.
Disorganized Tasks: Tasks get lost in the shuffle.
No Clear Roadmap: There’s no clear roadmap.

To do SEO effectively, you need a team of specialists:

An SEO strategist and technician
A designer with UX conversion expertise
A data and reporting analyst
A content marketer
A project manager
A webmaster
A copywriter
And more

But there’s hope for you yet!

You don’t have an SEO role to fill.

You have SEO ROLES to fill.

And we’re here to apply for all of your open SEO positions.

We help institutions in the education sector unlock the full potential of their SEO campaigns.

Ready to accept our application?

Contact me and we’ll book this interview!

PS. Subscribe to my blog for more whacky videos and insights into overcoming digital marketing challenges.

How to Avoid Unrealistic Marketing Lead Goals

A good friend in our industry recently let me interview them.

Like many companies, their marketing and sales departments are completely separate, each with different KPIs. For their marketing team, the goal is to generate a certain number of leads within a specific budget.

I asked, “Is there no accountability for quality?” The answer was mixed:

There is accountability, but only indirectly. Leads and cost per lead (CPL) are the main metrics. But if sales isn’t converting those leads, the problem bounces back to marketing. This can lead to unreasonable demands for more leads within the same budget, potential budget cuts, or worse. It often turns into a guessing game about what the true goals are for lead quality.

The consequences of poor lead-to-conversion rates are clear. They lead to missed sales targets, potential downsizing, or even going out of business.

Struggling to balance increasing lead goals with poor conversion rates — Are you struggling with the solution to increase lead goals to make up for poor conversion rates?

The Problem:

Lack of Integration: The core issue is that sales and marketing departments are not integrated enough. This separation prevents effective collaboration and a critical feedback loop necessary to improve lead quality and conversions.
Unreasonable Expectations: When conversions drop, revenue decreases, leaving less money to reinvest in marketing. You’re then tasked with reallocating your existing budget to improve lead volume while maintaining or enhancing lead quality.
Immense Pressure and Burnout: This expectation places immense pressure on you and your marketing team, leading to burnout and decreased morale.
Reactive Strategies: This situation often results in a reactive approach to marketing strategy rather than a proactive one.

The Solution:

Collaboration and Feedback Loop: Integrating sales and marketing efforts can enhance collaboration and create a feedback loop that improves lead quality and conversions. Regular meetings, shared KPIs, and collaborative tools can help bridge the gap.
Lead Nurturing: Marketing can step in to help improve conversions post-lead through automated nurturing, along with a content and messaging strategy that’s trigger/behavior-based and personalized. Here’s how:
- Helpful Lead Nurturing Systems: Provide resources, next steps, support, and encouragement throughout your customer’s journey.
- Real-Time Behavior Triggers: Systems that respond in real-time to your customer’s behavior and status, ensuring timely and relevant interactions.
- Multichannel Engagement: Use the channels your customers do: email, text, WhatsApp, and social media remarketing.
- Engaging Formats: Personalized videos and calls to action (CTAs) such as scheduling appointments or texting sales are key components. For example, our text messages include personalized animated gifs to capture attention and prompt a click for engagement.

Demonstrating a landing page for personalized video on a smartphone — A demonstration of a landing page for personalized video from a smartphone.

Real-Time Personalized Video:

Real-time personalized videos sent through text messages significantly enhance your customer journey. These videos act as digital guides, checking in with your customers throughout their journey with customized reminders on dates, times, and necessary actions.

Sometimes, they even encourage social media engagement, such as taking a picture with branded AR glasses and making a social post. This approach not only provides public commitment but also garners public support.

Take Action:

Ready to combat unreasonable lead goals and improve your lead-to-conversion rate? Let’s chat! Our lead nurturing programs are designed to transform your marketing strategy and drive better results.

Contact me today to learn more and see the difference we can make together.

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Our Client’s Google Ads Account Was Held Hostage by Their Old Agency: What You Need to Know

When you hire a marketing agency to manage your advertising campaigns, you trust them to act in your best interest. Unfortunately, not all agencies operate ethically. Some engage in practices that can severely disrupt your business. In this post, I’ll shed light on these practices and provide actionable steps to protect your business.

7 steps to avoid a Google Ads account hostage situation. Tips include owning all assets, securing admin rights, paying Google directly, obtaining your customer ID, maintaining account integrity, managing leads, and reporting violations. — Follow these 7 steps to ensure your Google Ads account remains secure and under your control.

Unethical Practices: A Real-Life Scenario

Here’s a real-life example (without specific client details for confidentiality). We were onboarding a new client whose former agency promised to transfer all their materials and assets to us by a certain date. Anticipating potential issues, we built backup campaigns from scratch. Just a day before the handoff, the agency informed the client they wouldn’t transfer the assets or the Google account. Fortunately, our newly created campaign outperformed theirs, despite having no account history. This wasn’t the ideal approach. We would have preferred to optimize the existing account for potentially even better performance with the benefit of historical data. The agency’s refusal seemed driven by self-serving motives rather than any legitimate reason like outstanding payment.

Long-Term Impacts of Unethical Practices

Working with an unethical agency can have serious long-term consequences. Initially, their actions might seem minor, but over time, you’ll find their interests conflict with yours. They may make it difficult for you to leave, effectively holding your accounts hostage. Moreover, you might miss significant opportunities by not working with an ethical agency sooner. Being proactive is crucial—either prevent these situations or have a well-thought-out exit plan.

If you’re even questioning your overall digital marketing strategy, you can also read more about selecting the best lead generation channels based on your goals, for a fresh perspective.

Verifying Compliance with Google’s Third-Party Advertising Policy

To ensure your agency complies with Google’s third-party advertising policy, follow these steps:

Consult an Expert: I’d be happy to offer my expertise (at no obligation).
Read the Policy and Your Contract: Familiarize yourself with Google’s third-party advertising policy and thoroughly review your contract.
Use my Checklist: download my checklist to confirm as a quick guide before signing a contract.
Red Flags: Be wary if the agency doesn’t want you to pay Google directly. Your Google spend should be invoiced directly from Google or charged to your credit card.

Steps to Take if Your Agency Withholds Your Google Ads Customer ID

If you discover that your agency is not providing the customer ID for your Google Ads account, take immediate action:

Report to Google: Google Ads third-party policy violations
Seek a Reputable Agency: Start looking for a reputable agency.
Ensure Direct Billing: Insist that Google bills your credit card directly. Inform the agency of your new internal payment policy for advertising spend.
Reach Out for Help: Feel free to contact me. I’m happy to guide you through the process.

Benefits of Owning Your Google Ads Account

Owning your Google Ads account from the start offers long-term benefits:

Control: You maintain control over your account, ensuring a balanced relationship with your agency.
Transparency: It indicates that the agency is transparent and has your best interests in mind.

Raising Awareness of Unethical Agency Practices

Surprisingly, I’ve encountered three large agencies, including two general and one in the EDU sector, that engage in these unethical practices. This prevalence is concerning. To raise awareness:

Share This Blog Post: Inform your team and contacts.
Check Your Agreements: Regularly review your contracts and agreements.
Speak Up: Discuss these issues within the industry at conferences and other events.

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How to Select the Best Lead Generation Channels Based on Your Goals

When launching a new channel or campaign, you need to consider two key attributes:

Speed to Maturity
Lead to Conversion Performance (and overall ROI impact)

How Are You Prioritizing Lead Gen Channels? displaying a matrix with Speed and ROI axes, featuring Pay-Per-Lead, Paid Social, Paid Search, Lead Nurturing, and SEO. — An infographic showing the tradeoff between ROI and Speed for various lead generation channels, including Pay-Per-Lead, Paid Social, Paid Search, Lead Nurturing, and SEO.

Quick Definitions

Speed to Campaign Maturity: The time it takes to see the potential of a campaign.
Lead to Conversion Performance: The rate at which leads convert into specific stages of your pipeline (e.g., lead to an appointment, lead-to-sale).

This post focuses on channels that drive lead generation and conversion, highlighting the trade-offs between speed to maturity, ROI, and strategic value.

Note: The following conversion rates are shown for channel comparison and are not meant as benchmarks. I’ve previously written about the problems with industry benchmarks.

1. SEO (Search Engine Optimization): The Long-Term Champion

Speed: Slow (6 months to a year)

ROI: High (18% to 22% conversion rate)

SEO is a long-term investment that typically takes six months to a year to show significant results. However, it offers impressive ROI, with conversion rates ranging from 18% to 22%. A robust SEO strategy includes content development and technical improvements, making it a strategic option for sustained visibility and growth. For a great introduction to SEO, check out Moz’s Beginner’s Guide to SEO.

2. Paid Search: High Returns with Moderate Speed

Speed: Moderate (90 days)

ROI: High (13% conversion rate)

Paid Search, such as Google Ads, provides substantial returns within a moderate timeframe of about 90 days. The ROI is significant, with a conversion rate around 13%, especially when including branded keywords. While setup and optimization take time, the returns make Paid Search a valuable channel for lead generation.

3. Lead Nurturing: Quick Setup, Big Impact

Speed: Fast (A couple of weeks)

ROI: Significant (9% increase in lead-to-conversion rate)

Lead Nurturing involves engaging leads through personalized channels like email, text messages, and personalized videos. These campaigns can be set up quickly, typically within a couple of weeks, and offer substantial ROI, with a 9% increase in lead-to-conversion rates. The costs are relatively low, making it a cost-effective strategy.

4. Paid Social: Balanced Speed vs ROI

Speed: Moderate (30 to 60 days)

ROI: Moderate (4% conversion rate)

Paid Social channels, such as Facebook, LinkedIn, and Instagram, serve both lead generation and brand awareness. These campaigns mature within 30 to 60 days, offering a balance between speed and effectiveness, with an average ROI of around 4%. Paid Social also enhances brand visibility and engagement.

5. Pay-Per-Lead (PPL): Fast but Limited Returns

Speed: Fast (A few days to weeks)

ROI: Low (2% conversion rate)

Pay-Per-Lead is ideal for quickly generating leads but offers a lower ROI, with a 2% conversion rate. PPL campaigns can be set up in just a few days to a couple of weeks. However, the leads are often non-exclusive, potentially affecting overall ROI and effectiveness.

Quick Channel Comparison: Speed vs. ROI

SEO (Search Engine Optimization): Highest ROI, but takes the longest to mature.
Paid Search: Substantial returns with a moderate setup time.
Lead Nurturing: Quick to implement and highly effective in increasing conversion rates.
Paid Social: Moderate speed and ROI, also contributes to brand awareness.
Pay-Per-Lead (PPL): Fastest to launch but has the lowest ROI.

Strategic Decision-Making: Aligning Channels with Your Goals

Selecting the right lead generation channels requires aligning your choices with your overall marketing strategy. Consider your budget, available resources, and long-term goals. Each channel has its strengths and can play a specific role in your comprehensive marketing plan.

Let’s Connect

If you have any questions about how these channels can work for your business or need help prioritizing them based on your specific needs, feel free to reach out. I’m here to help you navigate the complexities of digital performance marketing and achieve your lead generation goals.

Thanks for reading, and I look forward to connecting with you soon.

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I Hit Marketing Reporting Challenges with the Stunner

Marketing 3:16
says I just whipped your ads!

I’ve brought a buddy to help demonstrate how you can grapple with marketing challenges through better reporting.

Forgive me, though—he’s a bit of a beer-drinkin’, straight-talkin’ SOB (son of a businessman, obviously). But he’s all about the bottom line.

Picture this:

Goals are down
Management’s about to be stomping mud holes and walking ’em dry.

When Google conversions and CRM leads don’t match, it’s a sign of potential major problems. These discrepancies are frustrating and damaging.

The Issues

Leads not making it to the CRM: A huge missed opportunity.
Tracking issues inflating Google conversions: The team’s working with bad data, hurting campaign performance.

In short:

Missed goals
Lost leads
Poor decisions for optimization
Wasted budget
Data trust issues

It’s a mess that requires a thorough Google Account audit to sort out.

The Solution

What if marketing reports actually connected to the CRM data, instead of relying just on “what Google says”?

You can ensure all leads make it to sales, eliminate data mismatches, optimize your marketing spend, and boost your ROI (and THAT’s the bottom line!).

It’d be like the perfect pass from marketing to sales.

And that’s cause for celebrating with a few cold ones.

Let me know if you find the video helpful. The results are STUNNING.

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May the Force Be With Your Marketing: 15 Questions to Ask Your Next Agency

Are you seeking a new ~~Jedi Council~~ marketing agency? The below should help guide your questions better than Obie-Wan. Don’t let your next agency get you blasted out of the air like Red Six!

What experience do you have in our industry?
- Understanding if the agency has a successful track record in your specific field can be as crucial as knowing the terrain of Tatooine.
How do you define, measure, and report success for client campaigns?
- Can you share examples of past results and the ROI those campaigns achieved? This information is as vital as a detailed star map in navigating your campaign’s success.
What is your approach to understanding and aligning with client goals?
- Like aligning with the Rebel Alliance, ensure their strategies match your mission objectives.
Who will be working on our account, and what are their qualifications?
- Knowing who your pilots are, their training, and experience will help you trust them with your ship.
How do you handle communication and reporting with clients?
- Regular updates from the cockpit are essential to know if you’re on course.
What tools and technologies do you use for campaign management and reporting?
- The tech behind the operations can be as advanced as the systems aboard the Millennium Falcon.
How flexible are you with adapting strategies based on campaign performance or market changes?
- The ability to maneuver swiftly through an asteroid field is a valuable trait.
What is your pricing structure? Are there any additional fees that we should be aware of?
- Transparent dealings are vital, much like clear visibility through a starfighter’s canopy.
Can you explain a challenging project you worked on and how you handled it?
- This answer can reveal a lot about their problem-solving skills and ingenuity in battle-like scenarios.
What differentiates you from other marketing agencies?
- Discover what unique value or innovative approaches the agency might offer, akin to what sets a Jedi apart from a Sith.
How do you stay updated with current marketing trends and technologies?
- Ensuring they are as current as the Galactic Senate on affairs affecting the galaxy is key.
What are the terms for terminating a contract early?
- Sometimes, retreat is necessary to save the fleet.
Who has ownership of our marketing accounts?
- Confirm that you retain control over your data and resources, crucial for your independence in marketing efforts.
- Confirm their acknowledgement and understanding of Google’s 3rd Party Advertising Policy.
How do you manage conflicts of interest when handling multiple clients in the same industry?
- Ensuring your strategy remains confidential and uniquely tailored is as important as the security of the Death Star plans.
Can we contact some of your current or past clients for references?
- Real testimonies can provide insights that are as valuable as scouting reports.

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