Overview:

Dante Botha who will be explaining the case against being #1 on Google Ads. Some of Dante Botha’s clients pay $30,000 a month to engage his firm’s services, so when he shares the latest strategies that are yielding impressive results in the ever-evolving landscape of online advertising, you know they’re worth listening to. Don't miss this opportunity to optimize your Google Ads campaigns and stay ahead of the competition with proven tactics that are working right now. About Dante: Dante Botha is an experienced senior Google Ads specialist with over 20 years of digital marketing expertise. Throughout his career, he has worked with renowned brands including Toyota, Ferrero Rocher, Ubank, Microsoft, Unilever, Volkswagen, and Nissan, applying his deep understanding of the evolving digital landscape to maximize ROI for his clients. His track record of success and his ability to deliver exceptional results make him a trusted advisor in the realm of online advertising

Transcription:

So first up we've got we have Dante Botha and Dante was introduced to me by Jace Webster and attended the live event the recent live event. And what Dante, I was chatting with Dante and he's like, oh, you, you should never be number one on Google ads.

And then the further I sort of talked to, to Dante, I'm like, he's got some clients who are paying him $30,000 a month. To run their Google ads. So he is dealing you know, he is got 20 years of experience in in, in digital marketing. And over the years he's worked with companies like Toyota, Ferri, Che UBank, Microsoft, Unilever, Volkswagen, and Nien, and has a really deep understanding of the evolving digital landscape.

So that's why we invited him today. His track record of success and his ability to deliver ex exceptional results makes him a, you know, a man to listen to. So I'll hand the, I'll hand the reigns over to you. Dante, she, Scotty, thank you for the gracious in introduction. I really appreciate it.

Appreciate that mate. And thank you for the opportunity to share something that I'm, you know, really, really passionate about. And I hope that the next 20, 25 minutes we spend together, That I can impart 10 or 12 insights that I think could maybe, you know, lift the needle of, of sales slightly in the right direction.

Get a bit, you know, different thinking about the world and where it's going and you know, how, how data and how you can apply it as a, you know, as a digital market in each form to really, you know you know, ramp up your, your, your digital marketing efforts to get really good results. So, and the stuff that's taken us, it's funny cause I'm gonna present in 25 minutes, but it's taken us probably about 10, 15 years to be able to get to some of these insights and a lot of you know, a lot of trial and error.

So you know, it's gonna be a joy to share them with you. So when you are ready, Scotty, if you can just share the ability for me to share my, the presentation.

Sorry, I was muted. You should be able to share now. Dante. Righto. Let's share screen. Okay.

Right guys. And I'll think, can you guys see the screen? That is the, I've got a thumbs up there, so thank you. Yep. And then what I would like to do is see if I can get this on Max view.

So over there. All right, so it's on the big screen. All right guys, so let's, let's get going. So I think the, the, the thing that I want to chat about today, and one of the key things that I always found is that this race to, to, to really be number one on Google with the perception is the more we're number one, we can outspend competitors, we can sort of, you know, outplay the market.

And and I wanna show you guys some real, I'm gonna show you guys a case study where. It's cost a lot of money to sort of prove this fact. I've seen the, the pattern over the years, one, number one, in, in my opinion, isn't always the right strategy. But we can address that first, and I'm gonna follow that up with some, some key insights you guys can implement on your, in your digital thinking and your digital arsenal.

How to really ramp up your digital marketing efforts. So the, the key thing I want to address is you, you find, you got Google, this, this, this, this. Incredible, incredible machine that literally does everything we've always wanted to do in digital marketing, and that is to qualify intent. And why I say that is incredible is cause we've conversion voltage has been going for the agency that, that, that I'm a part of, been going for 11 years now.

And the first 10 years the, the focus was doing all things digital and what has happened with Conversion one Australia over the last six, seven months, that we've shifted our focus to just Google Ads and C R o. And the number one reason for that is that if we look back over the last 11 years, even the, you know previous to that is that we found if you can, if you can really leverage intent.

Your chance of conversion is so much high and your ROI is so much higher. So the space I work in, you know, ROI is the number one thing there. It's very little place for, you know, presenting impressions and just clicks and, you know, no, it's like sales or are the leads generating, you know, sales results. So, and one of the things in this mix we find that happens is that if, if you sort of just go what, what the search engines tell you to do, take a lot of automated settings and what they put in there is to really make as much money as they possibly can with you not knowing, knowing these things.

And this is why I think I wanted to share this up first, cuz we've seen this, especially with challenger brands we've represented that are taken on big brands is, you know, do you just, you know, increase your search budget, what do you do? And this is really what, what we've seen. So, and this is to illustrate this data wise wire number one is not really the best place to be.

So if you guys can see my screen here can you see that I've got, I've just taken the word car insurance in Australia, and what we wanna see here is that those metrics is all based on cost per click, right? And they, they, that's how they make the money every time somebody clicks. Then obviously they're making money, which is a great model and a genius business model, you know, in, in my opinion.

And the, you know, something that was sort of really reinvented, sort of the whole advertising business about 10, 15 years ago. What you can see, right, is that they've got a metric called top of Google search results and absolute top of Google research results when you appear on the top of Google search results, your cost per click biding starts at around $11 in this instance.

And for each key it'll be different. If you want to rank right absolute top, the max you're looking is $35. So what happens here is that, you know, if you work in a conversion rate of one or 2%, you know, or let's say if you're working two or 3%, if you've got some really good traffic and a good landing page, what you'll see is that a hundred clicks will cost you, you know, in this case you know, $3,500, where if you're ranking just on top of the page, you are doing $1,100.

And so you can see it's a third of the price being just the top of the page, then being right at the top of the page. Now, here's the key insight that I wanna sort of really sort of leverage, and we've launched some really big businesses in this, especially challenger brands, is that our competitors have always tried to go shoot for number one.

And what happens is when if you get a search keyword, let's say like like car insurance, there might be 30,000 searches, 40,000 searches a month, you'll see that the top guns are always applying for number one. Now what you don't wanna do is being right number one and outspend your whole daily budget within the first two hours of being there, right?

Where you could actually be there a lot longer. You can be there for the rest of the day, 10, 15 hour, you know, 10, 15 hours a day and, you know, come in a lot cheaper, right? So what we would do is that we always make sure that we are top of the page and not absolute top of the page. If we go to absolute top of the page, the only thing that goes up is our cost per sale.

And the only only entity that's making a lot more money out of us is Google. And so what we have done as a strategy and launched, you know, helped a lot of business in the past is to ensure that we still get a lot of traffic, but we make sure we get top of the page, not absolute top. And what I'm gonna show you guys in the next slide here is a example.

So this is a, this is a real story. So because the amount of money that we spend in this account, Google gives us a personal account manager and they're calling us every two, three months, every month literally to have meetings with us to catch up with us cuz they want more and more money, right?

They every call is like a sales quarter then. You know how much, you know, we want you to spend more, spend more, spend more. If you go on your Google Ads dashboard, all they put on there is like, you're not spending enough campaigns or underperforming Not spending enough, spending enough. Spending enough.

Right. So what's happened, yeah, right? Is that we've actually said, right, well let's, let's spend more to prove our point. Right? And you can see over this period with this little red rate circle, is there, we did go what they recommended us to spend, and the only thing it went up is the cost and the absolute, you know, the, the cost, average cost per sale.

And then you can see as soon as we reduced our budget, right? And we brought it down and we were ranking right this number four position average. Suddenly the the cost per sale mutually goes down from 500 to $19 straight back to 1 68. And you can see on the right hand side, you can see how it, it actually reduces again.

So the, the key thing here is that what I, what I wanna say to you is that, that when you look at Google ads, you know, and these platforms, it's a love budding platform. They make mo the most money on the people that rank the highest. If you could be in the place where you not point of diminishing returns, you find where you point of diminish your attorneys and just stay there and just cruise behind.

Let the, the other competitors outspend themselves, right? Being, trying to be number one where you're sitting just behind it and you can get three sub two to three times the traffic than what they are getting at a cheaper cost. Cause you're more patient and you're just splitting behind them. Does that make sense guys?

So this is a major insight if you're gonna scale any e-commerce or any business on, on, you know, with that really quality traffic, it's just right behind them. And then you could, you know really do some extraordinary things. I see there's a lot of complaints that, that we take over that, you know, for competitive, you know, and, and the basic is when clients actually go I don't care.

I just had to look. I can't see myself. Number one, why am I not number one? Right. Literally. Why am I not, why I want to be number one. I want to be number one. And again, you can be number ones. Cause few times a month you wanna pay three times a month. No, no, I don't wanna do that. I don't wanna do that. Well just let us help you there.

Let's just go, you know, Parker number three, number four, and, and do that. So that's the first thing I wanna say that, you know, test, you know what position you know you are going. There's a lot of other features that are coming in. But you will also notice that if you ever want to go see where, to see if you spend too much, go look at your percentage on absolute.

They give you a percentage on your, your, if, whether your percentage of your traffic was absolute top or just top of page. If your absolute top of page sitting at 90 or a hundred percent or 80%, you're number one, you're likely paying too much for your ads. You can drop that down and still, you know, likely to receive the same amount.

Clicks, any pressures, you know, paying 40, 50, sometimes 60% less than you've been paying at the top. Sometimes we start campaigns, we'll let them run and we start see when that we, we default top, then just put it back. 10%, 20%, 30%, 40%. And then we just see if we still holding traffic, we just bring it down till that place of where we can see where it's getting good returns for us.

So that's the first thing that I wanted to bring across the the next thing I wanna sort of just say, you know, Scotty said what is working in 2023? And there's also, there's some major really cool changes, especially with ai, especially in the last two, three weeks. There has been some major changes. But ultimately when we look at a component, my simplicity, simplicity, simplest form is that these are the four major things, right?

The first thing I'm gonna do is identify what the market need is. And I see a lot of campaigns going wrong cause I don't really understand the market need is I see a lot of co copying, creative go wrong cause they don't know or really know data wise that there is a market need for that problem they're trying to solve.

And you can, all this data you can get for free. So, and once you know what the data is, you can go across, you know, incredible copy, you know, to, to obviously convert the target horse, but also creating incredible landing pages. Right. So that all follows in. But what I do see is that a lot of people miss this first part, and I'll show you guys how to do that.

And then the rest of the campaigns is on really on a shaky, shaky foundation. The second thing is creating converting experience. I've got some really some good stuff, you know, for you guys to think about that and one or two case studies that that's, that's worked for us. And the third part is once you've got a converting experience, you know, discover your winning positioning.

And it's probably gonna be a lot different to what you think. And yeah, you can max out ai and I'm gonna give you guys some one or two tactics to think about. You know, because at the end of the day when, when it comes to ai, it still needs a good architect. You know, you can have people that can build a house for you, but if they don't have a good architect, the house won't be strong, right?

So, c, see yourself as the architect to ask the right questions that you can build some incredible winning positions for your brand and be open to what it could be. And the last one is that applying roi, targeted advertising, some ar that's allowing us to, to, to scale businesses steadily over a period of time.

And then you know, at the bottom of this thread is just to continuously optimize all four of those areas of each of your businesses. So if I log in, just sort of start off in the first one is to identifying the market need and analyze your customer need is the, the thing that I wanna say is that if you don't have a data view of your customer, right, it's gonna be difficult for you to really.

Really nail what your poten get to reach your full potential. And I'm gonna give you an example on how we look at a customer. So here's an example of a Kia Picanto. I'm not sure if anyone's got a Kia of Picanto, but if you are in the market to buy a Kia of Picanto, this's, just the example, I don't have a Kia of Picanto, but this is typically, you know, the process that that, that we go through.

So here's a queue of per canto. We've been asked, you know, get as many leads for our sales guys as quick as possible, right? The next step we go is that we're gonna understand exactly how people search for that queue of per canto and what type of searches they do and what they search volumes are. Cause if I know what people are searching, I can, I can sort of jump into that whole decision buying decision making process and I can create ads and I can create landing pages to sort of, you know, snipe them out of that, out of that.

So we can see Ki Canon brand two 20,200 searches a month. But we can also see that, you know, and this is where, where, you know, a lot of the competitors wouldn't be playing is the Ki Canto interior. Now somebody's looking for Ki Canto Interior is definitely in buying mode. And the same if somebody's looking for Ki Canto reviews.

So you get all this, this, this sort of side dressing that you can also bring in as part of your, your campaign. But what we can see is that we can see exactly what the market need is, and I can see exactly what they're looking for. So if I can create ads and landing pages that can address those concerns, I can, you know, I, I play the competitors.

If I go to the next, next level, sort of the next, and I'm taking a step deeper, is that we know that p you know, Google charges us on estimated you know, obviously on a, on a, a cost per click basis, right? But if, if you don't have a preference where you sell nationally, what you do wanna understand is you will see that you can have different campaigns by state level, and you can see that a cost per lead in Perth.

Right, isn't it cost me less than the cost per lead is gonna cost me in Brisbane or even in Sydney now? You know, bringing that into our campaign factors, if you look at $28 versus $51, you're talking about 80, 90%, you know, 80% difference in cost per cost per click, which will filter down your cost per lead and then eventually your cost per sale basis.

But setting up your campaign structures to address each of these in the state level by knowing you know what the data need is and knowing, you know, which areas of states allows you to explore more opportunities. And also avoiding just having a national campaign. It also allows you to optimize on the state level.

And the next level we sort of sort of taken deeper in the campaigns go live is when you start looking at, well, okay, if now we've got the keywords, we've got the state level, which keywords are actually triggering the conversions? Here's a case study. We actually own this brand. It sells legal templates.

And I wanna, I wanna show you guys something how, how really important it is to get this keyword and your data what people are buying on. You would imagine that somebody searching, this is a, this, this is a legal template site. It sells joint, joint venture agreements. On the right hand side, what you will see is you will see that obviously you know, basic knowledge, just say to you, joint venture agreement template is a top keyword for that.

And it is, right? Joint venture agreement term in South Africa was the, so space of South Africa is also a really good keyword. The difference from a revenue point of view is that you will see that the joint venture agreement template South Africa generates double the revenue then joint venture agreement template.

Right? Now, why this is important is that you will then want to go knowing this which keywords trigger, or your cash triggers, you can actually go and, you know, you know, go all in, right? And get as much as you can market share in those keywords that work and those that don't work. You, you throw them out.

So you can see joint venture contract, right? Is not generating any sales, you know, in this scenario, but it is so close, but yet it's missing the mark. So what I wanna say is that, you know, you really wanna understand which of those keywords are triggering the sales. And then obviously once you found, it's like going to, it's like digging for gold, right?

And you're just refining, refining, refining. Then when you do find the gold, you just sort of leverage it. So this is just a life case study how we've we've doubled the revenue for this site. On the next thing I wanna put, yes, just a off the side cuff. Now this is for all the smart marketers, and I know this group is probably the, it is the smartest group in Australia, but probably globally, probably one of the best.

I mean, obvious, the stuff we saw in the last one is just really some, some really great insights right now. Some of you moderate know this tool, those of you don't know this tool. This is one hell of a tool. It's called SimilarWeb and it's become a lot better than it used to be. What you can do in SimilarWeb.

You can actually put four or five of your competitors in, and then you can actually go and see how much they're spending on Google ads, right? And you can go see more importantly, how much they're spending on each keyword and landing page. And the brands are spend a lot of money. They've got like 10, 15, 20, 3000 campaigns going on, right?

But what this actually shows is the minus spend, they got per landing page and per keyword. And what you'll find is that once you sort of understand that, you can actually go out there and go, right, well, we'll put a competitor campaign on and see what they're doing, and then doing, come back with something that, that that's doing better than what's out in the market.

It also gives you a good indication on what's working, what's not working. Interestingly, and I'm just dropping this in, right, is that remember the first, you know, the last 10 years, not the last year, we've done everything we spent. I mean, millions of dollars on, you know, on social media marketing and, and all, all different channels and you know, most things you can think of, right?

But the one thing, and you can see there's a similar web as well. Go into any category that's very competitive online. Put five brands in and it shows you demand of traffic that comes from different channels and where advertising happens. And you will see almost every single big brand SEO and Google ads, about 80% of all traffic of big brands are scaling globally.

Right? So I wanna sort of just put it out there. No, you're wrong in social media marketing. I'm just saying that the intent of understanding when somebody wants to buy is still vital, you know, in trying to scale the business online. So Yes, yes. A really cool tool. You guys can go checkout. The the next one I was put out there is targeting customers by city.

Right now, one of the key things we've got, and this is whether we, I don't know if we've got international listeners or just local listeners, but what we want to get to is understanding what our conversions are by city. Why this is important is that I can, I can show you. Yeah. Just like you know, again, from scaling, if you wanna scale, you need to know which towns are driving the best or art.

This is all for campaign that we got running at the moment, and what we can see is that our cost per sale is sitting at on Brisbane at $490 and Canberra is sitting at $30. Right. We can then ensure that we can focus in the cities that are driving the best r o r, because there are different nuances between.

Your, your big cities in, in Oz versus let's say Brisbane versus Sydney, Melbourne, Perth, and then versus countryside, right? When you start understanding, you know, that people react differently in those towns, we can find spots where it's under marketed and we can actually create tailor made campaigns, could be getting good aura art to really freaking hone in on that area and drive the best return for ourselves.

So that's just a another one I want to sort of set up on next thing that, that I see. So we, we've seen over the last, you know, obviously we've had covid that's made, you know, really it's just changed a lot of things up and over the last couple of years that the one thing that's that's really been our space that's really been big and still not utilized to its max is, is device experience.

And the reason I say that is that, you know, when we look at you know, any campaign or any strategy You'll see that devices, mobile devices, you know, in majority, assuming between 60 to 80%. Sometimes with b2b you will find that mobile is sitting at maybe only at 40% and 60% desktop if you people are doing in work hours, their research.

But for a lot of other categories, you know you know, for consumer driven marketing, you will see a lot of it's in mobile, right? And then what you will see, and I'll show you this is just, this is just, just, you know, locally with us, is that we, we really wanna understand what are the conversion rates by device type.

Because if we understand this, we can see that some of the biggest opportunities, not maybe the offer we are gonna create or the spend we are gonna put together, but really just optimizing mobile speed. And I'll show you a quick, there's really a quick trick to do to actually really work this and fix this, but if we understand what our con convert we, in this scenario, we can see that our con, our mobile conversion rate is sitting at 0.38% and, you know, desktop is sitting at 1.5%.

We can see this across so many campaigns, across so many platforms. That the majority of clients that come across our parcel that we have to sort of do audits on, we, we find that mobile is sort of like a stepsister that's sitting on the side. It's there and it's being tackled, but it's never been mastered.

And mastering the mobile experience is, is, is absolutely a huge opportunity to, to really scale your business because it's there. And think of mobile first opportunities. The copy is gonna be shorter. Your ads, you know, for organic, you don't obvious see, almost don't even see organic ad organic listings on a mobile device.

Which means obviously the more organic it happens, more money Google's gonna make. Right? So you, you really wanna make sure that your mobile experience is, is, is really doing well. Let's just give you example. There's a Google Mobile page speed test that you can do for any site. You can search that pop in the url.

And you'll get a, you'll get a, a rating out of a hundred. And this is Amy Insurance and budget, budget insurance, right? And these are some of our best marketers in the country. And you can see, yes, Amy, Amy's sitting at the 10% score, score rate. If they had to get that to 70, 80%, the return for that brand will be extraordinary.

Yes. Budget insurance sitting at 32. So what I sort of wanna leave with you guys is that really, I mean, we, we've seen, we've seen some of the brands, we've optimized my walk, pay speed, get a 10% increase in revenue by just making the speed faster. You know, so I would really, you know, encourage you guys to go see what your speed is, do and forget GT metrics and all the other tools that they use.

I mean, they mean they, they, they have some sort of, you know, importance. But ultimately the one that really matters is, you know, your, your what Google says, right? Google Mobile page speed. And if you're getting something to optimize it for you, my recommendation is is show them the mobile for Google page speed test to, to fix it with GT metrics.

Because once it's fixed on Google, it's likely to be properly fixed versus GTmetrix. I've seen great GT metric scores, but I'm on Google. It's still not, it's still flat. So that's just a recommendation. And if you wanna know, you can fix your fix your mobile page speed. Go to this really good site called Fiverr, which you guys are all using already, and put in the Google mobile page speed optimization.

And you'll see and you get the guy, the highest reviews and he's probably sitting in Bangladesh or Pakistan and with you some good guys in, in Bangladesh. And these guys would do it within two days. Optimize your site and suddenly, you know, for, for $200 you sit with, you know, much better experience, you know, depending what platform you are using.

But that's something we would definitely recommend. Exit offers. Greg mentioned this in the last, last presentation. Now the thing is, if you're paying for traffic to come to your site, you've already got somebody going there. And if somebody's gonna leave the site, they're gonna leave the site. And what we've seen this optimizing this business, this is a pet pet product reseller that we've had, get a 10% off.

And we also, the combination, we've also increased the desktop speed. Yeah. So we, these two things collectively, we added the obviously we've, we've put the exit off and then we've got the desktop and mobile increasing those two fixes as help us increase revenue 179%, you know, for, for this business and those fixes, you can, you can probably, you know, get right and weak, you know with everything else happening.

Customer reviews. Vital, vital, vital we come across a lot of brands that, that do customer reviews on all different platforms. What we highly recommend for our clients is to focus on Google reviews. Google reviews and more Google reviews, right. And yeah. Is a ophthalmologist and he charge is are arm and leg is really, I mean, he is, is definitely when it comes, he's like the Ferrari of, of ophthalmologists.

Right. And we, we have seen him really scale his business with Google reviews because he had, he had obviously wanted to make sure that he grows this specific, we have to fly to him. He is not in Century located. And what what we found is that the more Google reviews, Google reviews, the more people flew from all over the country, all over the world to actually use this practice.

You know, that people, so don't get caught with, you know, things outside of Google, really, you know, this is a good opportunity cuz you'll be amazed how many people, once they like what you do on your website and once they've seen you on other digital platforms, that they're gonna come to this and see whether they're gonna make that next step to inquire, to engage, to buy, you know, whether product or service you got.

So I'll highly recommend that. I've also, we've also, again, we've seen by just focusing this as an add-on to, you know, encouraging our clients to do that. That, that your revenue increases about 10% overall, you know, for the business. The other thing is that we've also said is that we said you have to, you, you can't tell people to do reviews because you, you sit with this challenge that, that it's their time.

Like, it's like, why would you do it? Right? So we would always say to people, listen don't people tell people what to say, just say to them, we give you a 30% off. If you do a review on the next day, you know, send us a copy of it. You know, or send us just a notification once it's been done. So you give some form of value back for them to actually give up some of their time.

You're not expecting it for free. Your chance of getting reviews are, are a lot higher. So that's been something that's been successful for us. Then really Scotty, this is more in, in this is sort of really where, where, where you, where you operate and some of the guys that are out there now with ai, this has gone to a whole new different ballgame.

And I'm gonna show you some stuff here that's really baffled us and we'll continue, probably baffling us, but it's also what it's done is it's made us open to rethink any offer that put on the table. I'm gonna show you guys this there. Yes. A two month offer and we've we've, we've been able to help this client get 25,000 customers in, in, in Oz with Google Ads.

But this is something that's been really interesting for us, is that we've literally gone and put a three month offer and a two month offer. Which one would you guys think would convert better?

Any answers three months, but I'm guessing it's two months. Yeah, guys, I, I cannot tell you why. Right? And we've probably tested this about 15 times over the last 10 years, right? And every single time, two months wins. Right? Now, the reason I'm showing you guys this, I'm gonna show you another example we've run in the last month, right?

Where it just no matter, you know, common sense tells us. This one is better than the other one. Then we get this completely, you know, opposite result. Obviously it's, it's better for us. The two months. We have to give more away for the three months. But in reality, you know, we, we do find that winning offer that we can continuously, you know, you know, offer that we can go, right?

Well obviously don't give more away, you know, focus on offer that's working. Last month we tested this where one of our clients gave a 30% of end of your sales dream thumb fragrances, and then just copper perfu, just the brand itself. Right. And ARO was 2.4 and Aros is 6.7 on the right hand. One again, you know, we can't, same keywords, same campaign, right?

The right hand, one perform better. What I'm saying is that ar you know, to a certain degree is, is, is really sort of, you know, they're chasing buyers. It comes to Google Ads, but also be open-minded to what you test. Find your winning proposition. You know, there, there are some great if, if you go into chat G B T, you can actually put in, let's say, you know, gimme the 10 sales angles to sell this product and, you know, rework it for Google Ads and then put all 10 different sales angles in and pop them in and run them.

That's where you sort of want to be so you can test more to see what is most successful and what is most least successful. Right? But when it goes against to what you know, you know, humanly should be in our mind, should work. It's okay. Right? And that's, it's we working in a world where there's so many different things that are involved, intrinsic things you want to get involved.

The biggest thing is you find your winning, your winning formula. Then quite abandoned emails. We've seen this LA Cox Sportif, the French fashion brand. One of our clients, we've done quite a lot of stuff for them. But one thing that we sort of found was obviously really high end ticket price pricing.

Very expensive. And we, we, we, we, we did it. I mean, just, just doing a court follow up sequence that was simple and easy to understand as really, you know, honed in the amount of sales that we've been able to generate for, for, for this customer and conversions we've got. So in your high end ticket value, this is vital.

If you're not running as for high end ticket value, I wanna encourage you to really think about that. We, we obviously we do for lower ticket value as well, and then the results aren't, you know, they're good, but not as, as good high. Cause I think people get excited about selling and then, okay, I have to pay it a lot more than I thought it is.

And then you've got this follow up with incentives over a 24 hour period. So that's just what we've seen been successful there. Then I just wanna encourage you guys from a continuously optimize user experience. There isn't a polished user. You, you never get to the end line. You, you sort of go towards the end line, but you're continuously trying to see how things are, you know, how you can improve it.

And this is something that I think we've seen work for us. Cause obviously. We, on the one side, we're getting the most qualified traffic at the cheapest possible cost. On the other side, we need to make sure that that traffic converts, right? So it's very important for us. Cause I we don't stop, we can't stop halfway way, right?

And it's our interest to make sure the other side converts. And something we did have was very interesting, but with a 96% sales increase from this one move. So you guys see the top here? Look at this navigation. We added a mega menu, right, which put an extensive amount, easy linking, and that double organic traffic.

And also substantially increased our sales because people through one click that, you know, through different products could easily find what they were looking for. So I want to, you know, if you've got a, if you're selling products or in e-commerce game, don't be scared of a mega menu. It could actually be the best thing you've done because you're gonna get people that are gonna buy a lot different, you know, a lot, lot more product probably, you know, in our case it worked really well for us.

But adding a mega menu for a complicated sales process, selling it, I would look at for any really good e-commerce brand. Then the, the other thing is that trust are you taking the fear out of the sale every time somebody comes to your site. I remember this with this business entity, and I'm, and I'm showing this with the 40 hours, 48 hours money back guarantee.

And I remember at, at the time when we, you know, bought, we first started with buying 50% of this business, and I said, the business bought, we want to take a fear out of the sale. And he's like, geez, you know, we. We're gonna be how people gonna be coming back to us, and you know, what we're gonna be doing.

And if we've put that on, it's obviously helped us fantastically with, you know, from a sales point of view. But what is really interesting is that if we, we probably get a 1% of people that come back. You know, we do around a hundred and on this site we do about 180, 190 transactions a month. Business businesses that are actually buying, you know from the site.

And if we get one or two per month that we that want their money back, it's a lot. Right? So I think that, you know, it, it's just something that you wanna do and, you know, it's helped us increase the sales, but how can you take the fear of the sale in your, in your, in your landing pages is vital. It's e-commerce.

Where's other products on? It's saying that that's really one of the things that we ask. Then the cool stuff that's happening right now, so, This is artificial return on ad spend, performance max advertising campaign. So this space is moving at one hell of a pace. There's been changed in the last two weeks.

So Google has literally in the last week brought out a tool where you can see competitor ads you know, in, in, in, in, in, in the fight for, for transparency, right? You can see were just fantastic. So you can go, go and see how if whether your competitors are running YouTube ads, search ads, what angles they're using, planning pages they're going to.

But the cool thing with the ar, and this is the big difference, and if you guys can, can get this, it, it'll really, you know, re rework how you think about advertising in the old school of, of search marketing. What would happen is that if I wanted to sell, let's say, apple phone it, it, what'll happen is I'll go search, I wanna buy Apple phone.

And you'll target the keyword apple phone and that's where you sort of stop it. And then anything outside of that, you would leave out because the conversion rates isn't that high. What Google has now started doing is they've applied AI to when people search. So if I search for, for Apple phone on Google, right?

And I come back out of Google, I go back to Google that evening, and if I put in something like Apple before, as I put in the word apple, let's say looking for apple tree, right? Because it remembers where I was with my search you know, four or five hours ago. It'll give me all different Apple products and Apple reviews and Apple videos to watch related to my product, right?

So they're using artificial intelligence to, to rework your show search experience. Right. So it's not as where before you were just, whatever you searched, knew, it'll be like an apple tree or maybe it'd be something, you know, something completely different to an apple, right? And what's happening now is that, that, that intent based search, it's starting to go well, you know, it's Scott, you've done, you've done these four, five searches.

You've had a look at Apple iPhone, you know 14 reviews. You've had a competitors sites. You've been this now starting to follow your, your behavior. And it's also then immediately using AR to recommend where you should go next. And what that's doing is that you, you aren't taking that as part of your, your, your, your optimization strategy and the way you think about what you're doing.

Cuz we're from search to intent based, you know, you're gonna be losing out. So a lot of the guys that are scaling the business now are focusing on that, that whole piece of intent. You wanna create content and landing pages that's leveraging intent. And when we look at sort of these features like Performance Max and these biding strategies, they're using AI to get you a result.

You know, so if you go into s I'm prepared to pay X to get y result. It could actually work with all those metrics, but the success that will be, you know, what you feed it and what you put into it, you know, from an advertising point of view and you know, how, how you work at that. So there's a lot of AI that's coming out to help with all of these things, but it's definitely gonna mean there's no bigger chance than now to scale companies than ever before with AI coming into the space, you know, very aggressively and very fast.

So guys, I think that is, is it from my side? So if you got any questions, please fire off. I hope that's been helpful and given you guys some, some, some, some insights. I am working on something that's in the background and I'll probably chat a quite a bit later. Over the next three, four months, it'll be testing, which is niched based.

Targeting of businesses where you can create multiple businesses with niche based, you know, search keyword volume. And hopefully in the next two, three months, we can launch the results of that. Cause I think you can take any business and, and scale it differently in the way people search by creating a, a separate experience, you know, to con get your conversion rates higher for that.

But yeah, so thanks for your time and thanks for to give opportunity to have a, to have a chat to you guys about what I'm most passionate about. Yeah. No, that's that was awesome Dante. Thank you for yeah, for, I think, you know, going into such detail and giving the raw, you know, the raw numbers and the specific strategies and all of that, that's, I really appreciate the depth that you've gone into to, you know, with that presentation.

So I'll, I'll open it up to, to the group for for questions.

Is there, sorry. You, you mentioned one of the pieces of software that you said was really good. I'm just trying to find it now. And I wondered if there was other software you were using to do some of your analysis? We, we use, we, yeah. Good question. SimilarWeb, that was the one you were talking about before.

Yeah, we use SimilarWeb. So a lot of the software, different software piece of different parts of the puzzle, you know, so if I can put it that way. So SimilarWeb is fantastic to see to immediately decode what is the digital marketing strategy of, of any brand, right? So it shows you the traffic and shows where the traffic comes from which is vital for you to understand, you know, should you be playing, you know, where you should be playing from a traffic strategy.

But it also shows you the most important pages, you know, so you got all these, you know, these s that fall out of similar web, but what it does uniquely, it actually gives you the, you know, it, it, it obviously does their formulation of what your competitive brands are spending in that space, right? So let's say you spend 10 grand a month on advertising and everyone else spending a hundred grand, and you can sort of see why you're struggling to sort of, you know, get your piece of the pie.

So that's, that's where that similar is really good. SM rush. You know, that, that we, we, we use that often to, for different you know, for different things. Predominantly to really understand, you know, what is the keyword difficulty. It's quite good from a, you know, from a ranking point of view.

It also does you know, it gives you, you know, the most I important pages of, of websites. The, the big thing is that when you go into any of this is that you get excited when there are competitors. Because if there are competitors are spending money at the likely chance that you can come in, do it better is is, is really what you're looking for.

And both those tools sort of, you know obviously help you understand that. Obviously we do a lot of stuff on, you know, all the Google suite of tools, which you'd probably be familiar with. We also sometimes also look at, you know, social media. People are running social media as extensively, you sort of look at their messaging.

And then we use a lot of AI tools on, you know, that, that are coming and going as as we speak. You know, literally we, we, we, we, we think the the space is, is there's new tools coming in all the time, but in the, in the, in the midst of all of this, Right. You still have to make decisions and you have to build up your own propriety, you know, thinking and how do you, you know, take the opportunity and, and work that.

So we've built quite a lot of you know, you know, IP around, you know, how our take is on, on biding. Cause what happens is, even if you do all these things, right, if you get the wrong biding strategy, it, it'll, it'll hurt your campaigns. And the big thing you understand is that how does Google make the money and how do you outperform competitors with those tools?

So hopefully that, that, that answers your question. Thank you.

And ju just while we're, while we're answering questions too, if you just wanna put in the, in the in the feedback as well, just any feedback for for d for Dante. So John Hubbard said, fantastic presentation, Dante's, super valuable and generous. I'll end a town in a short space of time. Yeah, I think that's a really good summary.

It was yeah, it was super dense that presentation. So yeah, if anyone else got any feedback for Dante, then drop it into the, into the comments and yeah. Any, any other, any other questions?

Shante, I've got a, just a question around your services though. Cause I looked up your website as you were speaking. Are you for instance, on the social media side of things, are you working on content marketing as well or is it more around direct offers? Good, good question, John. So, so my story is the, the 32nd version is we, I used to be, I was 2007 university of McCann got me to come to Australia.

I became to become the head of digital, worked a lot of big brands in 2012, which I started conversion advantage cuz I wanted to do work in conversion. And then obviously the, the creativity plus data, we scaled the business and was Australia and South Africa. And South Africa. We are sold off to my brother last last year, September in South Africa.

And he does the full suite of digital marketing. And I'm in conversion of on Australia just doing Google ads and c r o. So yes, when you see the social in the website, that is the South African version. We do content marketing in South Africa. So if anyone's looking for a white label, really cost effective digital marketing agency, that's offshore.

My brother's on that side, if you guys want to touch base with him, I can highly recommend that, but we do do that. And it's on the South African side of things. And then this side, we focusing a lot more on the Google ads and cro, the content marketing one. One thing I can tell you guys, it's been really interesting.

First, for the guys that are doing content marketing is, and we find this especially with the car dealerships and with the Nissan Nissans, the world, and. We, we found if we can take a call like that search volume I've shown you guys and you can create, let's say literally create eight or nine articles for each, like one on price, one on fuel efficiency, one on interiors, one on specs, right?

And you, you create like eight articles. And then with the summary article article coming, coming back to it it, it, it, it got us into the amount of traffic we got from, it was insane. And he's been doing it for Toyota and a lot of the brands, you know, substantially, you know, o over time and, and still doing it, you know, so on the content marketing and things, it works well.

You can also obviously draft traffic to those, to those pages if, if you want to do that. Cuz you can obviously, you know, put an offer in somewhere on that page to sort of take traffic from there into, you know, a lead format. But yeah. And you're, you're probably retargeting those pages too, right? Is Absolutely.

Is the summary page pointing back to those individual eight pages? Is that the idea? Yes. So it's yes. Yeah. Yes. And then the other thing is John, just from a social point of view, so we were generating, at one stage, we were generating about 10,000 leads across multiple car dealerships in, in, in South Africa, across, you know, Volkswagen and across these brands and that.

But the, the, from a quality of lead, depending, you know, the strategy of dealership was, is that what we found is that you probably work on every eight Facebook leads is equivalent to one Google lead. And you go, well, why did you advertise on Facebook? Is because the, the leads on Facebook is eight times cheaper.

So basically, so there's, there's, there's this, there's this, there's this playoff where you've got the, you get a lot of Facebook leads cheaply, but then the quality of the Google lead is, is not higher, you know, and costs more, you know, cause there's more, more competitive, cause that that guy that's coming on Google is about a bar is, are you looking for a special price on an Alyssa Nissan Navarro?

You know, and he's looking to buy now. So you, when you convert him, you know, he's sort of in buying mode. When somebody sees an ad on face goes, oh, that's a great car, it's a great deal. I'm interested. And then suddenly, you know, then you don't always get a, get a hold of him, but you will get one of, one of eight will be good.

The other thing that sort of helped us where we help the sales guys you know, get to get, get hold of 30% more of the leads, was to actually ask people, when do you wanna be called? You know, and we'll give them three or four options workdays eight to five, or maybe in the evening or weekends or weekday, like four or five options.

So they, it's just a tick. And then ask, ask them what their preferred communication was. Sms you know messaging, email or, or you know, or, or, or call and just doing that the sales guys got hold more than 30 people 30% more, more of those leads, you know, and because we just wanted to.

Obviously it was important for us to get the sales as well, you know, cause we can sort of wash our hands after the leads generated. But, you know, it's always my interest to make sure that, that, that that's working as well. Yeah, no, that's, that's that's awesome. Your, your, your depth of knowledge and data there, Dante is just mind blowing.

But we, we've got a, we've got a few other comments. Jace just wants to acknowledge your good looks that you're a, you're a good looking bloke, that's for sure. Thank you man. I'll buy you beer next time. Ross. Go legend. That all it takes. So handsome. Keith said thank you. Thank you Dante, for the enlightening presentation.

Great information. And yeah, Tim was just commenting interra interruption or intent versus Facebook versus versus yeah. Abso, it's, it's, it's, you have to do both, right? To a certain degree, depending where you're on the business. What we always say is that, you know, now this stuff's gonna drive sales, and if you're more sales do more stuff.

You know, and because ultimately everyone's trying to increase their market share, you know, trying to get more business. So that's a, yeah, no, that, that's that's awesome. So, so big hand of applause for for Dante, and we'll, we'll we'll, we'll go into breakout rooms and I think the, the real theme for the breakout room was just like, what was your biggest takeaway from what Dante shared and how you can apply that to your, you know, to your business.

So, we'll, we've there's about 17 of us here, so we'll go into yeah, I think four breakout rooms, and we'll be back again in in, yeah, in about 10 minutes. So,

We've got the room back to ourselves. I hope we left too early.

Thanks for your response there in the Slack channel. Appreciate it. Yeah, well good. Hey guys, we are we're, we are back again. We might just do a quick, quick around the room in terms of just yeah, feedback, thoughts, all of that sort of thing. Just seeing from, from your group, what was the main main takeaway?

Well, for me, definitely it was about spending more doesn't mean more because we've tried that and that hasn't worked either. And also too, just about where the big brands are spending their money. I mean, everyone talks about Facebook and YouTube, and I just thought it was quite interesting that it's still, it's Google and it's seo, where you're getting your, your big thing.

That to me was, was, was quite interesting and about the speed on the, the mobile devices as well and how that will impact. So yeah. Yeah, yeah. No, ab a absolutely, absolutely no. And and, and, and how about you Steve? What was your, your big takeaway? We had the boys thrashing backwards and forwards and seeing the benefits of, and the results that they were getting, focusing more on the intent than just putting, just drip feeding content, static content out there.

And they came up with a couple of very good examples of what they were doing. Yep. No e ex. Excellent. Excellent. And Judith from your group. Oh, we chatted about kinda keeping on top of relationships with kind of agencies. You know, Dante had shown us so many kind of cutting edge things that are happening, and then you think, oh wow, I hope all of that's happening.

Kind of with, with agencies that, that you're using. And one of the good questions that Roscoe shared with us is to keep asking how are they optimizing and growing every month, you know, so that they are already learning the stuff and keeping on the front end of it. If you're using an agency, you wanna know that.

And so asking them what they're doing to optimize and keep growing month on month is a great way to keep the relationship fresh and make sure that you are doing what you are responsible in the relationship, but you are also keeping them accountable for what they need to do. Yes. Yeah, no, a a, absolutely.

And and I think it's like, yeah, a lot of it's, I think these days about finding your who, which is like agencies or contractors or that sort of thing who are, who are specialists in what they do, and then making sure that they're yeah, on top of their, on top of their game sort of thing. So that's that's great.

And, and how about you grant from our group? What was your biggest, biggest takeaway? I really enjoyed the, the, the diversity of perspective in the sense of how each one saw the presentation. I think that the insight that Dante had given us was great in the sense of what was. Applicable now and how things are moving forward and how we should all be pivoting and adapting with the way technology's changing.

But at the same time, it was also very confronting in the sense of how do we immerse ourselves and, and get ourselves to utilize this content to, to that ability. And I think what was great with Dante's presentation is that he gave us a full range bouquet of, of opportunities and leverages that we can apply ourselves to as to how we could bring diversity into our strategy in the sense of I communication.

Yeah. Yeah. No, ab a absolutely no, that's that's that's great. So so we will move on to the, the second session in a, in a second. Just a reminder too if you are interested, we've got the next live event and I'll drop that into the, into the into the comments in a sec, the link for that coming up on November the 23rd.

So that'll be same time, same place as the last event. So if you wanna grab a ticket from there, just I think Dan's just thanks Dan. Just drop the link in there. So just go to that that link and, and grab a spot for that.