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Beware the Pettiness of Marketing Agencies

The pettiness of marketing agencies

Photo by Kev Seto on Unsplash

One of my staff just spent the weekend rebuilding a new clients’ AdWords campaign that was “mysteriously” deleted without notice or cause.

What happened?

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How Google is Driving Up Adwords Lead Costs

This is important if you use Google Adwords…

Over the past 6-12 months or so, we’ve seen Adwords lead costs continue to rise, despite several major advertisers (such as Corinthian) leaving the market.

It didn’t make sense. With less competition, why were bid cost, and as a consequence cost-per-lead, continuing to rise?

We believe we’ve cracked the code on why, and it’s Google. Specifically two things they’ve done. Read more

How the Lead Generation Industry is Putting the Career College Sector Out of Business

I recently heard the most egregious example of lead fraud in my life from a client in DC. One of his admissions rep called on a prospect who, in a fit of anger, let him know that the day prior he’d been on the phone to refinance a loan, and that the operator had asked if he’d ever thought about going back to school. The next day he received 30 phone calls from schools.

That’s what now constitutes a “lead” in the edu space. God help you.

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Video: Shane Sparks on Testing Your Way to the Truth

Check out this short (4:25 minute) video of Shane Sparks sharing some pearls of marketing wisdom at the 11th Annual Pacific Institute’s Best Practices and Business Conference in April 2014.

Shane discusses how fundamental your product offering is and the consequences of giving marketing to 3rd parties. Marketing is about “testing your way to the truth”, Shane shows some neat examples of split testing, including a 20% improvement conversion rate just by changing the color of a button on a call-to-action form.

The Agency Now Owns My Business? WHAT!?!

Recently a school owner approached us asking for strategic advice about Internet Marketing. I mentioned the usual key points; the Internet is not going away, your ranking on search engines is super valuable like owning real estate; never ever let third parties own ‘your’ online real estate, etc…

I asked him who owns the URLs of his websites, his Google Adwords account and his Facebook account. He didn’t know. He trusted the marketing company implicitly to look after his best interests.

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$1,087 for an Education Lead – Are you Insane?

Recently, several potential clients have found their way to Enrollment Resources. These are good schools run by good people, all working with established and respected marketing agencies. Each had a feeling something wasn’t right.

Before we take on a new client, we ALWAYS do a review of their existing campaigns to make sure we can help. We ONLY take on a client where we know we can help in a measurable fashion.  So, I reviewed the recent past performance of the Adwords campaigns of these potential clients, and my jaw dropped.

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