Geo Training
with Destiny
with Destiny
True or false: Focus keywords serve as long-term directional tools for our package deliverables, creating a comprehensive strategy for the campaign.
False!
They are short-term guides, and should change as priorities shift.
Conversions that are tracked, but not optimized for.
What are "secondary conversions"?
True!
This color of light has the most energy.
What is violet?
Paul's office is in this corner of the building (NW, NE, SW, or SE)
What is NE?
Focus keywords are designed to give direction for these 2 types of recurring fulfillment work.
What are backlinks and content?
A monetary amount assigned to a specific conversion action (like a purchase, form submission, or phone call) to represent its worth to your business.
What is "Conversion Value"?
Paul said this is the #1 thing that matters to business owners and should always be the focus in sales conversations.
Revenue!
"This budget increase will result in x leads, which will lead to x revenue."
The hottest planet in our solar system.
What is Venus?
860 Degrees Fahrenheit!
There are this many desks in the bullpen
What is 18?
Destiny's main theme in this training was: "Optimize the [blank], not the [blank]."
What is "Optimize the business, not the keywords."
A conversion window is the timeframe after an ad interaction during which a recorded conversion is attributed to your ad. The default conversion window lasts this long.
What is 30 days?
Quote from Paul: "Selling is not about selling. It is about ________ _________."
What is "solving problems".
You are a problem solver matching client challenges to appropriate marketing solutions.
The Scoville scale measures this.
The pungency (spicy heat) of chilli peppers.
The soccer ball in Braeden's office has this team on it.
What is Manchester City?
Describe the "pivot penalty" that Destiny talked about.
The pivot penalty happens when you switch the geo target on the whole website (i.e. from Layton to Kaysville) and your rankings suffer because of it.
There are 4 different conversion statuses. This status is the only status that is actually urgent and you should flag to the team.
What is the "Inactive" status?
If a client won't commit to a sale on a call, Paul uses this tactic to make sure a decision is made, rather than letting the conversation die out.
He asks "When would be a good time to follow up?" and sets a meeting on their calendar so they know when he'll be reaching out again.
The hardest substance in the human body.
What is tooth enamel?
Paul has a stormtrooper in his office that is holding a sign. The sign says this.
What is "I Believe in You"?
Describe the 2 different strategies Destiny presented when choosing the geo target for a site.
Strategy 1: Lowest Common Denominator. Broad geo on main pages + specific location/area-serve sub-pages. Typically recommended for long-term growth.
Strategy 2: Multiple geos on main pages. Only when locations are proximate and similar (i.e. Layton and Kaysville) and focus is short-term.
Define "Enhanced Conversions"
A feature that improves conversion tracking accuracy. By capturing hashed first-party customer data (like emails or phone numbers) and matching it with signed-in Google accounts, it recovers lost conversions due to cookie restrictions.
Paul recommended this response when a client objects with: "I need to think about it."
"What would help you decide?"
Then offer a quote, some data, comparison of competitors, etc.
The only metal that is liquid at room temperature
What is mercury?
The office wifi password (capitalization matters)
What is "UpwardTeam!"