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We interrupt this scheduled programming to give you an important announcement  

We’ve crafted a crazy useful resource we’re calling The Mission Creep Workbook. Ooh, sounds kinda spooky. Well the workbook isn’t spooky, but it does help you overcome a terrifying scenario.

You pour time and money into a big project or campaign. And then one day, you find yourself reporting to your boss that you didn’t hit your project goals on time, the campaign was pathetic compared to your vision, and money disappeared into unproductive places. That’s what mission creep is, and no one wants it.

So we made a workbook to help you avoid it. To help you start a project that will end in a meeting with your boss where you feel pumped to share the results.

How do you get your hands on the workbook?
Get two friends to sign up for the Highrise newsletter using your unique referral link (which is now at the bottom of each week’s newsletter).

Now get referring, so you can make campaigns that hit goals and make you look good.

    Now the news for…

    People who can’t ignore Facebook

    • Multiple lawsuits against FB were filed by people who see the company as a monopoly that needs more regulations to keep it in check. But last week those lawsuits were turned down by a federal court.
    • FB is testing Bulletin, a platform for podcast and newsletter creators to publish their content and get subscribers.

    Content peeps
    This is a great guide to content creation if you need help wrapping your head around creating a content strategy.

    Marketers with a paid offering
    Hubspot’s educated guesses about how spending habits might change next year (as well as tips for succeeding in the new spending climate).

    This guide will help you with LinkedIn ads, especially understanding how you can target campaigns.

    Where to find proven-to-convert keywords for your oganic strategy

    A few weeks ago we told you how to find the Search terms report in Google Ads, a report that has a bunch of keywords Google found for you. (Example report👇🏽)

    Search term Google ad report
    Image source: Surfside PPC

    This week we’re helping you identify terms from that report that you could use in an organic search strategy.


    High click-through-rate (CTR)
    A search term with a high CTR gets many users clicking on your ad (makes sense, huh). So if you began targeting this term organically, there’s a good chance people will click on your organic result as well.

    Remember, ads appear at the very top of search results. So you’ll need to give the page you optimize time to move its way up to the top of the search results in order to get clicked on as often (or close to as often) as your ad.

    High volume of conversions
    Lots of conversions = audience members are taking actions that are valuable to your business. By targeting that search term organically, you can keep getting those conversions. But you don’t need to pay for organic results the way you pay for search ads (which your boss will like).

    High conversion rate

    Ad data we made up

    Check out the search term “fireworks with a fuse.” It only has seven conversions, which might be easy to ignore compared to the 50 conversions that the term “fireworks” has. And yet, “fireworks with a fuse” has the best conversion rate.

    Focusing on conversion rate instead of number of conversions, can help you find terms that convert well but might not get a ton of conversions (that’s usually because they don’t get a ton of impressions).


    Even if a term has many conversions, a high conversion rate, or a high CTR, you should think critically about how it might perform organically.

    For example, notice that the term ‘fireworks,’ in the chart above, has a lot of conversions. Here are some things to keep in mind if you were to target that term organically:

    • The CTR is low compared to other terms. That could mean your offering doesn’t match what the user is looking for when they use the search term. (But if it’s generating enough conversions, you may think it’s still worth using organically.)
    • It has a high number of impressions, which often means it will be more difficult to become one the first organic results.
    • The high number of impressions also means that if you work your way to one of those first results, then you’ll have a good chance of getting many people to your site through that organic search.

    Now get ready to have conversions from your organic traffic!

    Are your eyes on the right prize?

    Google is the new homepage