Episode 103

11/3/22

Topic: Combating the Ever-Rising Cost of Digital Marketing

Guest: Frank Andolina, COO, Coalmarch

Click here to listen.

In this episode we discuss:

• What Frank says are the biggest causes for an "all-out assault on ROI" in digital marketing

• The Google "Vicinity update" of December 2021 and how it has reduced the radius for visibility

• How renting real estate plays a role in "playing the game"

• Why Donnie is a "born-again branding guy" and how company size and growth goals play a role

• How Google's change to "close variants" are affecting ads

• Mobile vs. desktop searches for home services

• How there's still a need for SEO to offset paid digital advertising

• Why Frank recommends investing in the "top of the funnel"

• Is there a booking feature similar to OpenTable for home services?

Resources mentioned:

• PMP Industry Insiders Episode 91 with Coalmarch's Katie McCaskill and Alanna Young

• Coalmarch download with Frank's recommendations: "What are the major causes for rising costs and results becoming increasingly difficult?"

Notable: "People still seem to be more likely to commit or become a lead when they don't think they're being sold to." —Frank Andolina

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