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Guidance from our Digital Marketing Experts in Seattle
For businesses that provide a localized service in their community, the aptly-named Local Services Ads are an important aspect of their online advertising. These ads are a specific type shown to users searching for services within their region on Google. This could be home services like roofing and plumbing services, or professional services like local lawyers or bookkeepers. If your business falls under this category, Local Services Ads allow you to show in search results with text and a small graphic of your service. Alongside this, users will see the […]
As a marketer, you’re probably already putting work into search advertising to get your brand in front of eyeballs. What you might not be doing, however, is bidding to put your brand in front of eyes that are already looking for you. It does initially sound kind of silly — if someone already wants to find you for free, why put money towards that? Well, here’s why: Brand keywords and why bidding on them benefits you As the name suggests, brand keywords are just words and names associated with your […]
No matter the size of your business, as a digital marketer you’ve presumably become familiar with Google Analytics. As they do every so often, a change is coming to GA that you have to adapt to. As you may already know, GA4 gives you the ability to create custom reports and dashboards, but, it also provides templates and basic reports. And usually, these templates and basic reports are good for most, but if you are looking to take a deeper dive and create new reports or edit existing ones, you […]
The platform Unbounce is a tool that helps you create compelling, effective landing pages that do exactly what its name suggests: Keep people from “bouncing” away! Landing pages are so important, and this platform is so helpful, that it’s something we recommend for pretty much everyone. It makes it easy to create these pages, provides you with templates to customize, and, crucially, has helpful testing capabilities. This introductory guide will help you with the basics for using it to create the best landing pages and drive conversions. About your Unbounce […]
As a business owner, you’re probably well-versed in advertising online with help from many different platforms. If you’re like most, the one you’re most familiar with is probably Google Ads. However, here is the latest scoop, Google is part-way through transitioning its Ads users towards an upgraded version of its platform, called Performance Max. This might not be so much of a secret, as you may have already noticed your own local campaigns might have recently upgraded automatically to performance max during August and September, which was precisely when Google […]
What is an ad schedule and why does it matter? While the general idea of a Google Ads ad schedule is self-evident, the specifics aren’t necessarily so. The most basic feature of the ad schedule is letting you control which time periods your ads are shown, but you can also use it to increase or decrease your bids for an ad during a set time. Say, for example, you’re finding that your ads are most successful on weekdays from three to five; in that scenario, you might want to decrease […]
One of Google’s automated bidding strategies is target impression share (“IS” for short). It’s a strategy that’s often misunderstood and underutilized. Target IS has earned a reputation as being inefficient and subsequently too expensive, hence many SEM managers have come to view its algorithm with skepticism or at least apprehension. And while it’s always smart to not get too gung-ho about any one bidding and marketing approach — especially one that can be expensive — target IS can be very useful if you use it right. We’re here to go […]
To make sure your business’ online marketing efforts are bringing in the right results, you really have to have access to a baseline level of data. We’re not talking any creepy, big tech dystopian kind of stuff, but just some understanding about how internet users are interacting with your content, ads, etc. Towards that end, one tool that’s incredibly helpful is the UTM parameter. As a reminder, what are UTM parameters? If you haven’t read our original post on UTM parameters, you can check it out to get a deeper […]
What is call reporting and why does it matter? Businesses that most effectively generate leads tend to have multiple ways for a potential customer to contact them. Calling is just another touch point — but it’s also the quickest form of communication and, through extension, the most efficient. Call reporting is a mechanism that allows you as an advertiser to track phone calls received to a phone number of your choice. Specifically, you’re able to track duration, user location, and, if your Google account features multiple phone numbers, which of […]
There’s a reason ad extensions are ubiquitous on search ads — utilizing them is widely considered a best practice. They are, simply put, endorsed by everyone who knows what they’re talking about. Generally speaking, the primary goal of ad extensions is to improve ad visibility and the customer experience, both of which subsequently improve your conversion rates. While there are many available extensions, in this piece we’re going to focus on image extensions. So to start… What exactly are image extensions and what do they do for you? At their […]
