"Reciprocal Consulting has been a huge part of our Internet success..."
Associated Training Services, WIwww.equipmentoperator.com
"Managing your own PPC is time consuming, tedious, and can unnecessarily cost you a lot of money if not done properly..."
Cycle Accessory eTailer, NCwww.cycleaccessorystore.com
"I am been using Reciprocal for a number of years..."
Personal Injury Law Firm, NJwww.falconlawfirm.com
"We handed off the PPC and SEO to Reciprocal about 3 years ago and never looked back..."
Lighting Superstore, TXwww.magnalight.com
"In early 2009 I outsourced the management of my websites pay per click to Reciprocal Consulting..."
Sleep Essentials eTailer, NCwww.dreamessentials.com
"These guys have done a great job for us..."
Certified Chiropractor, NYwww.anselmichiropractic.com
Every day, millions of people search the internet. Almost half of online consumers use a search engine to find what they are looking for. If your business is not visible on the internet, they won’t find it.
Search Engine Marketing (SEM) is rife with misconceptions and half-truths. At Reciprocal Consulting, we know from experience that every campaign is different and requires a custom solution.
While most other online marketing firms tout their proprietary, black box keyword-finding software, we begin our research by talking to you and your staff. We do this to get to know your unique business goals and concerns so the ad campaign captures the essence of your message and attracts the broadest base of customers searching the web. The more complex your business, the more important it is that we thoroughly understand it so as to target the most potential customers. It is only after a thorough understanding of your business that we use software tools for generating an extensive campaign. We produce your ads and bid on keywords based on feedback loops that are tied to research and real time data. We always have our hand on the pulse of your business so we end up thinking like owners. We look at the big picture. We know dozens of proprietary methods for increasing your lead flow while decreasing costs.
At Reciprocal Consulting, we prefer our customers to have high rankings for both, paid listings (also known as sponsored links or "Pay Per Click" ads) and natural search, but only when both are cost-effective. Contrary to popular myths, we have often seen the highest and best converting traffic from paid search. Because we have the ability to budget, test, and control a paid search campaign, we optimize the campaign in several ways to improve sales. We use the Pay Per Click Campaigns to understand your best converting keywords, ad text and landing pages so that we can best determine direction for your organic search campaigns.
More often than not, we see every advertiser trying to rank highly for the same keywords. Everyone is jockeying for position in both organic and paid search on broad non-specific keywords. Ironically, the keywords with the highest conversion rates are usually priced much lower.
Of course, this is human nature. People bid a "hot stock" to an unsustainably high price, only to watch it crash. In search engine advertising the "bubble" for hot keywords never bursts. The high priced keywords will always be overpriced.
At Reciprocal Consulting, we specialize in finding low-priced keywords that have high conversion rates. We look at leads or sales conversions and trace them to the ads and keywords. Once we find good keywords, we begin split testing ads for the highest click-through rates.
By gaining a high click-through rate we fully engage the algorithms at Google and Bing to pull our ads at the lowest possible cost to our customers. Sound complicated? It isn't if you understand it. When a marketing firm simply sets a daily budget cap for your Adwords ads, Google tries to maximize their profits by rationing your ads. But what is best for Google is not necessarily best for you. We make the Google algorithm work to pull the most traffic at the lowest cost. When you have a strong ad, Google's system will actually show your ad at a higher position than other ads. This is in spite of th fact that others are paying more than you are to be in these positions. When your competitor hits their budget cap, they are gone for the day while you continue to get low cost traffic.
Most of our Pay-Per-Click campaigns run with thousands of keywords. To optimize the same number of keywords on natural search would cost more than it would be worth. We only optimize for natural search keywords with the best proven conversion rates and traffic. We get this proof from your initial Adwords campaign results. Reciprocal Consulting always looks for traffic sources with the lowest conversion costs, no matter where it comes from. We use directories, natural search, paid search, banner ads, content matching, social media, and opt-in email lists.
Every market is different. We tailor a campaign by focusing on maximizing lead flow with extensive testing and feedback loops. Many times we find that our real time feedback loops produce counter-intuitive results. Market research and testing does not always yield results that make sense. However, it should always make profits. We always go with what works in the real world. Focus groups, vague concepts and advertising doublespeak mean nothing to us. We focus on driving bottom line results for our customers.
A common misconception is that an optimized web page is stuffed with keywords in page titles, headlines, ad copy, and even in tiny text at the bottom of the page. This was true years ago. SEO "tricks" of the past can actually get you banned from Google presently. At Reciprocal Consulting, we never forget that the primary purpose of ad copy is to sell a product or service. We have seasoned professionals who will write custom, unique ad copy for your firm. This ad copy highlights and sells your firm's unique benefits. Once the ad copy is written, we make minor changes in the headlines and text to optimize the page for SEO. All of our SEO techniques are ethical "white-hat" practices.
Any SEO company worth their salt will tell you that 90% of SEO work is done off the page. While on-page optimization is vital, it is the easiest part of the process. Link building is what separates the top sites in competitive markets. This becomes more important every day, as search engines learn to read text and evaluate links the way humans do.
We customize our campaign to your market niche. Patent lawyer marketing is completely different than marketing for a software company that sells fax servers. We even have companies in the same industries that have completely different keywords because of their unique priorities and goals. We research each market carefully before we begin a campaign. At the launch of a campaign, we tell our customers that sales will be lowest in the beginning. We build our campaigns based on real time statistics and adapt quickly to the market. As traffic and conversion data come in, we focus resources on the highest converting keywords and landing pages. We split test ads, develop new ad groups, and rewrite on-page ad copy based on results. In this manner, sales ramp up over time.
While other firms may specialize in law or real estate or B2B, we find that experience in all markets allows us to learn tools and tricks that we can apply to other markets.
When an internet marketing firm specializes in a particular niche, they tend to offer the same package to every firm because it's easier to manage. If you are looking for cookie cutter Marketing, we can refer you to some fantastic companies that we work with. But if you are looking to dominate your space, you need to create a competitive advantage that goes far beyond the standard packaged website and link exchange program.
While some of the questions above are not specifically related to internet advertising, they are useful in helping you achieve your goals. Most of our customers have one simple goal - increasing sales to the highest possible rate while doing so at the lowest possible cost. If your internet advertising firm is not focused on that same goal, you will end up wasting money. Over 50% of the companies to whom we make presentations have wasted money in the past on ineffective internet marketing campaigns. Before you sign anything ask your internet advertising firm one simple question, "What do you anticipate we will pay in fees for each lead or sale?"
At Reciprocal Consulting, we know over one hundred SEO tricks of the trade. Each one can boost your sales anywhere from 1% to 10%. If we apply a combination of those optimization methods, we boost your sales by compounding the effects of each improvement. The result is a significant improvement in sales. Beyond applying what we already know, Reciprocal Consulting also learns a new sales boosting method every month on average. Sometimes it can be as simple as finding a top notch hosting company who can lower our customer's site's down time. Sometimes it can be as complicated as applying the conclusions of a newly released market study that show how to integrate online and offline sales for retailers.
Trade secrets notwithstanding, the biggest improvements we can make to any site are achieved by simply eliminating glaring mistakes which result in wasted money. In over 56% of the companies we write diagnostic reports for, we find glaring errors in their internet marketing. We find Adwords ads that link to dead pages. We see "doorway pages" that stop search engine robots dead in their tracks. We discover search engine bans caused by unethical optimization attempts. We often see gif images of important text that is unreadable by search engine spiders. We find glaring errors no matter how large the client. We have seen multi-million dollar sites for billion dollar corporations with dead links, slow loading pages, and useless internal search algorithms. Recently a large hospital in Philadelphia was completely unaware that their site had been banned from Google for using tiny text at the top corner of their home pages. One week after we showed them the offending text, the ban was rescinded and their site was at the top of the rankings with a page rank of 7.
We provide end-to-end solutions for complete site design, hosting, and marketing. We offer you a custom report and a map for success no matter what size company you manage. We also provide simple report writing and consulting on a project-by-project basis.
Reciprocal Consulting works with customers who make a total and complete investment in internet marketing and demonstrate a willingness to cooperate with us as a partner. We partner with firms who demonstrate commitment and enthusiasm for marketing. We also grant exclusive agreements for our best customers.
Call Jacob Paciorek or John Pike today. We answer our own phones. As owners, we are working in the trenches with our staff and our customers all day, every day.