3 Quick Tips to Mastering PPC Marketing

Can someone obtain the skill of PPC mastery? We at The Ad Leaf don’t think so, but with our three quick tips, you can become very efficient and proficient at mastering PPC marketing. Instead of many years of trial and error, as well as, thousands of dollars in ad spend wasted simply get a notepad out and make sure to take notes.

Quick Tip #1: Run Mobile Campaigns

According to a Google study, smartphones have become an integral part of users’ daily lives. More and more we see consumers use smartphones as extensions of their home computers and in some scenarios a user’s only daily access to the internet. 

  • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
  • 72% use their smartphones while consuming other media, with a third while watching TV
  • 93% of smartphone owners use their smartphones while at home

Mobile search is also very heavily used to research a wide variety of information and the intent is information fast. If you can deliver your point or answer a user’s question quickly, you have their attention over your competitors. 

  • Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video-sharing websites
  • Nine out of ten smartphone searches result in an action (purchasing, visiting a business, etc.)
  • 24% recommended a brand or product to others as a result of a smartphone search

With this information in mind, if you’re able to implement a comprehensive mobile campaign into your digital strategy it can be very worthwhile. Deliver your information in a manner that caters to the quick and simple nature of mobile intent to maximize results.

Quick Tip #2: Retargeting/Remarketing

If you’re familiar with the marketing world the chances that you’ve heard the terms “funnel” or “touch points” is very high. But what do these words mean exactly and how can you utilize them to work towards PPC mastery?

A marketing funnel is a visual representation of how you gather your leads. All the way from branding efforts and just ensuring that people know about your brand to high call-to-action messaging such as “Learn More”, “Contact Us”, or “Call Now”. Just like an actual funnel your marketing funnel starts wide and narrows down more as time goes on.

Users trend down the funnel through Retargeting and Remarketing efforts. This is typically middle to lower funnel and ensures multiple touch points in your digital strategy. Think of a follow-up email after you left an item in your cart when shopping on a retailer’s website or a video on Instagram with a restaurant that you googled a week ago. These are just a few of the many ways to add touch points to your funnel to “remind” website visitors or those who have expressed interest that you’re still one of the best options to go to. 

Quick Tip #3: Use Ad Extensions for AdWords Campaigns

This next tip towards PPC mastery is a Google AdWords-specific tip and that is to ensure that your ad assets are all being utilized and accurate. 

Previously known as ad extensions, assets, provide more virtual real estate by making your ad larger in size, but also contains relevant information about your services, locations, or USP “unique selling propositions”. A user’s first impression of your ad gives them an impression of your business as a whole. So tell them all about you in a clean and concise manner and show them that you’re the subject matter expert for whatever it is that their searching for.

Here are a few ways you can use ad assets:

  • Location (Great for local businesses)
  • Sitelinks (Take users to different pages on your site)
  • Call Extension (add your phone number)
  • Seller ratings (showcase your high rating)

Why The AD Leaf?

PPC campaign creation and optimization can sometimes feel like climbing a neverending mountain, let us take the load off your business. We specialize in this field and have the tools and expertise to help drive your business’s success by improving all of your digital strategy, especially PPC marketing. Learn more about what we offer your business, and contact us to plan and design a digital strategy.

How to Choose the Right Negative Keywords for your Google Ads

How to Choose the Right Negative Keywords for your Google Ads

Google Ads can be quite a challenge at first glance. With all the different resources and information on the web, it can take time to find the right negative keywords. Today is your lucky day because today we will dive into what I believe is a good starting point for any Google Ads Campaign, which is none other than negative keywords.

What Are Negative Keywords?

Negative Keywords in Google Ads are a list of keywords you want to exclude from your ads. At first, you may wonder, “Why would you want to exclude keywords? Isn’t that how you rank on Google?” While that is technically correct, excluding keywords that don’t pertain to your product or service can prove invaluable in the long run. 

Negative keywords do not match type to “close variants” (Allows keywords to match that are similar but not identical to the keyword initially targeted.) An example of this would be “socks for mens” and “mens socks” are considered a close variation because they both contain words with the same meaning. Keep this in mind when creating keyword lists for negative keywords. You may have to add other variations to ensure a keyword is fully excluded regardless of word variation or word choice.

Learn More about Close Variations


What Does a Negative Keyword Look Like?

Negative Keywords are similar to common keywords used in Google Ads, with the only exception being they have a (-) at the beginning. Keyword match types include negative broad match, negative phrase match, and negative exact match. An example of each match type can be seen in the following.

Negative Broad Match 

  • -bass amp
  • Negative broad match keywords will exclude your ad if a search contains all of your keywords regardless of the word order. 
  • For example, if someone searches “amp bass” or “Carvin bass amp” then 

Negative Phrase Match 

  • -” bass guitar”

Negative Exact Match  

  • -[bass guitar amp]

The following is an example of how negative keywords are used in Google Ads.

Meet Niko, Niko is an Eastern European Entrepreneur looking to start an online business selling custom drum shells and drum equipment. He wants to sell his drum shells to people of all ages and styles.”

Since Niko is selling custom drum shells a good keyword to start would be “Custom Drum Shells”. Let’s say this is the main keyword we want to revolve around. An example of some negative keywords to select in this situation would be words like

-” guitar”   -[guitar]

-” microphone”   -[microphone]

-” mixing console”   -[mixing console]

These keywords are a good choice for the following reasons.

  • They lower the chances Nikos Ads will display when some searches for other musical instruments such as guitar amps, vocal microphones, 
  • They are specific to certain audiences who may not be interested in custom drum shells.
  • They ensure that Niko only targets people who are interested in drum equipment.

While these keywords are related to music equipment, they have no relation to the product Niko is intentionally trying to sell, which is custom drum shells and drum equipment. This allows Niko to narrow his audience and ensure that his ads aren’t being shown to people not interested in his products/services.

Negative Keywords Rule of Thumb

A good rule of thumb when creating a list of negative keywords is to do it individually rather than all at once. This means that picking a list of 5 keywords related to your industry but not your product would provide more benefit than throwing in a list of 500 irrelevant keywords at one time. 

This is important because it allows you to develop your keyword research strategy and gain helpful insight. Now like many rules, there are some exceptions to this one which we will get to later.

How to Spot a Negative Keyword

Spotting a negative keyword can be tough at times; however, it is good to keep it short and simple. For example, let’s go back to Niko’s Scenario. He is going through his list of Keywords, and he notices that one keyword that is generating impressions is “custom bass amps”, “bass cabs”, and “bass strings”. 

Niko sells drum equipment and has the word “bass” in some of his keywords, so excluding the word “bass” altogether would do more harm than good. Instead, excluding words like -amp, -cab, and -string would be more beneficial. That way, Niko can still use “Bass” in other keywords to help promote his business.

The Use of Symbols in Negative Keywords

Symbols such as asterisks (*), ampersands (&), and accent marks (á) can be used in your negative keywords. This is beneficial to you in many ways when using Google Ads. For example, If you have the words “Red & Blue” as a negative keyword and someone searches “Red and Blue” There is still a possibility that the ad will show up. So it is important to include symbol variations of your negative keywords to ensure that they don’t show up based on a slight variation in language.

Negative Keywords Overview

In short, negative keywords can be a valuable asset in any Google Ads Campaign. It is a good rule of thumb to keep your negative keywords to only 1-2 words per keyword. In addition to that it is also good to include both phrase match as well as exact match for each negative keyword you select. Utilizing symbols can also be useful, and keep an eye out for close variants to ensure all keywords are covered regardless of context or spelling. Following these best practices for negative keywords will allow you to make negative keyword lists like a pro.

Why The AD Leaf?

Since page content has become such a crucial factor in search rankings, writing the correct keywords page is a must, and understanding how important it is will help you grow your business. We specialize in this field and have the tools and expertise to help drive your business’s success by improving your search engine optimization. Learn more about what we offer your business, and contact us to plan and design an SEO strategy in Melbourne, FL.

Content Marketing Trends in 2023

2023 is a new year, meaning new beginnings and content marketing trends. You should keep an eye out for new marketing and business trends, as they could significantly benefit your business. Why is content marketing trends important for your business? This is because they have the potential to show your audience that your company is innovative and not stuck in the past. It is an opportunity to set your business a step higher than competitors. By following current marketing trends, you are saying that you are committed to change and adaptation.

Here at The AD Leaf ® Marketing Firm LLC., we can help you utilize current trends to your advantage. The content marketing team is well-versed in what is currently hot and can use them to help your business grow. If you are interested in utilizing current marketing trends, we can help!


In the wake of the COVID-19 pandemic, many people turned to videos to learn more about products and services. As the pandemic has come to an end, the effectiveness of videos is still trending up. TikToks are the major trend in video content currently. These videos appeal to all ages and audiences. You do not have to be a master video editor to make an engaging video for your website and social media channels. The AD Leaf ® Marketing Firm LLC. can help you create the best informative videos for your business.

Social Media Stories

The novelty of social media story features is that shared content can only be seen for a limited time. This time limit can create a sense of urgency in your audience if done effectively. It is also a great way to highlight sneak peeks of other forms of content to pique the consumer’s interest. Stories’ popularity is not fading in 2023, as almost every social media platform has rolled out its competitive story features. Check out this blog post for more information on using these stories to your business’s advantage. 

Ultimate Guides and AI

Some consumers want as much information as possible when researching products or services. If you are a company with customers like this, creating an ultimate guide can attract new business and have you rank higher in organic search results. You can expect an influx of these guides to pop up on your competition’s websites, so do not wait to start compiling one today! 

Artificial Intelligence (AI)

Another huge trend/influence in many aspects of business right now is Artificial Intelligence (AI). There are many platforms now that utilize AI to help their businesses. There are also AI plugins popping up on several social media sites. AI is the future, and at The AD Leaf ® Marketing Firm LLC., we are proud to be with the times. You can expect an influx of these guides to pop up on your competition’s websites, so do not wait to start compiling one today!

Content Marketing Services in Melbourne, FL

The AD Leaf ® Marketing Firm LLC. dedicates itself to helping your brand succeed through content marketing and other services. Our team of content writers will collaborate with you to bring out the best of your pre-existing content and create new content ideas and pages. There is no need to feel nervous about your current content when you work with us. We will work hard to showcase what sets you apart from your competitors. 

Are you ready to bring out the best of your website’s content through our extensive content marketing services? Contact us today at 321-255-0900 to schedule a free consultation.

Don’t Make This Mistake When Generating Leads: Google Ads vs Google Guaranteed

google guarantee local service ad graphic

The success of your business depends on your ability to generate leads. It’s plan and simple.

There have been two killers in the lead generation toolbelt of any marketer: Search Engine Optimization (SEO) & Google Ads.

BUT.. a third Google platform has been on the horizon for the past three years:

Google Guaranteed

While Google Ads has some longevity in the paid ads arena, Google Guaranteed is just getting started and looks like a long-term stay in the market. We’ll take a look at the new guy, Google Guaranteed, what he brings to the table compared to Google Ads, and why both have a valid place in the marketing atmosphere.

The New Guy: Google Guaranteed/Google Guarantee Local Service Ad

There are many various types of advertising that you can use when developing marketing campaigns for your company, one of which is advertising with Local Services Ads, known as Google Guaranteed, a marketing tool provided by Google for local businesses. The Google Guaranteed program, which enables you to advertise your local business in the home services sector, is a key component of this solution.

Google originally developed this particular advertising platform in 2019 to support lead generation and ensure that clients obtain top-notch service from a business that they have verified. With this service, Google guarantees the legitimacy of the services you provide. If a buyer is dissatisfied and wants a return, they are covered up to $2,000 by Google. This platform has continuously gained popularity for businesses since its introduction.

The Veteran: Google Ads & Google My Business

Google Ads is an advertising platform that has been around for a long time, since October 2000, and actually went by the name of Google AdWords, this platform has been the standard go-to for businesses to advertise. Since it’s inception, Google Ads has become a multi-billion dollar ads platform for Google.

They continue to dominate the ads landscape and look for ways to improve the platform. For example, within the past couple of years, they launched Lead Form Extensions for Google Ads. This allows a contact form link to show with your ad, so someone can contact your business immediately, and you can even add customized questions to ask to help ensure you’re only getting qualified leads.

Google My Business is a powerful tool for local businesses seeking online visibility. It optimizes engagement and boosts local search rankings. By creating a well-optimized listing, businesses can manage customer reviews, appear on Google Maps, and enhance customer experience. The verification process ensures credibility, while insights provide valuable data to refine strategies.

With features like Q&A, photospheres, and service area customization, it caters to diverse business needs. Integrating it with websites and adding call-to-action buttons can drive traffic and conversions. Google My Business empowers businesses to showcase products, post updates, and interact with customers, making it essential for local marketing success.

Ok, So What's the Difference Between Google Search Ads & Google Local Service Ads?

While both Google Ads and Google Guaranteed are great advertising platforms, they have unique standout properties. Google Ads is a Pay Per Click platform, while Google Guaranteed is a Pay Per Lead business model. This is the primary difference that makes these such great advertising models, and your business can benefit from either or both, depending on your marketing goals.

Google Search Ads - Pay Per Click (PPC)

If you want a quick turnaround for leads, then Google Ads is the way to go for your business. They are the industry leaders when it comes to paid ads and even though you can acquire leads in the shortest time, it still takes a well-planned ads strategy in order to be effective.

Google Ads is not a “set it and forget it” strategy, it takes consistent monitoring and updates to your ads in order to find the right target market, so the leads can start flowing in. With Google Ads, your ads appear at the top of the search results page above the “organic” listings (SEO).

Another benefit is that Google Ads is a robust platform and has many options in order to effectively show your ads to the right consumers. You can set up many different ad types:

Search Ads – These are the basic ads that show on the Google search results when you search for “Men’s Running Shoes” for example. They had a small AD square next to the listing.

Display Ads – Ads that have images to showcase your business that can appear on various websites and apps.

Smart Ads – These are mostly automated ad campaigns that can be beneficial when you have a small or limited ads budget.

This is just a small roster of the many campaigns and ads available with Google Ads. They can be a good starting point to get the leads you need to help grow your business, and one highlight is that they are available to almost every type of business.

Google Guarantee Program - All About Local Service Ads

Ok, here’s the (fairly) new kid on the block; Google Guaranteed. It only just launched back in 2019 but has caught the attention of many business owners as another option for bringing in new leads. While Google Ads focuses on displaying ads for people to click on, Google Guaranteed took a different approach: pay per lead.

It’s also known as Local Service Ads, and as the name implies, they are geared toward local businesses to help them draw in local traffic. Another great benefit is that Local Service Ads will appear above Google Ads, placing them as the highest priority when it comes to paid ads.

Well, doesn’t Google Ads do the same thing?

To an extent, yes, but with Google Ads, they can work for businesses that service locally, regionally, or nationally.

The Google Guaranteed difference is that:

  1. You’re paying per lead
  2. The lead is contacting you directly
  3. If a client is unsatisfied with your service, Google reimburses them, not your business.

How Does Google Guarantee Work?

Are you tired of scrolling through endless lists of local businesses, wondering which ones are trustworthy and reliable? Look no further – Google Guarantee is here to ease your worries. Imagine a world where you can book services with confidence, knowing that the company has been thoroughly vetted and meets specific standards. With Google Guarantee, this dream becomes a reality. Picture a distinct green and white check mark badge that serves as a visible symbol of trust and assurance.

But it doesn’t stop there. If for any reason you’re not satisfied with the service provided by a business bearing the Google Guarantee Badge, you’re eligible for a refund. This program not only builds customer confidence but also drives more business to verified companies.

Stick around as we dive deeper into how Google Guarantee works, the benefits it offers both businesses and customers, the qualifications needed to attain this prestigious badge, and the refund policy in case things don’t go as planned. Get ready to enter a world where trust takes center stage!

Key Takeaways, Does Google Guarantee Work?

– Google Guarantee is a program that helps customers find trustworthy and reliable local businesses.

– Businesses that join the program receive a green and white check mark badge that sets them apart from competitors.

– Customers who find businesses through Google Guarantee are eligible for a refund if they are not satisfied with the service.

– Businesses with the Google Guarantee Badge undergo a rigorous vetting process and must meet certain qualifications and standards.

How Google Local Lead Generation Works

So, how exactly does the Google Guarantee program work? Well, it’s important to understand the difference between Google Guaranteed and Google Ads. While both can help boost your business, Google Guaranteed is specifically designed to build customer confidence and trust in local businesses.

When you become a part of this program, you receive a distinctive green and white check mark badge that sets you apart from your competitors. This badge assures customers that your business has been vetted by Google and meets specific standards.

But what are the benefits for businesses? We’ll explore that in the next section.

Benefits for Local Businesses – Am I Eligible For The Google Guaranteed?

Imagine being able to showcase a distinctive green and white check mark badge that instantly boosts customer confidence in your business, giving them the peace of mind they need to choose you over your competitors. With Google Guarantee, you can do just that. By meeting specific standards and undergoing a rigorous vetting process by Google, you become a verified business and are eligible for the Google Guarantee Badge. This badge not only sets you apart from other businesses but also offers customers additional security and reassurance when booking your services.

But it doesn’t stop there. Customers who find your business through this program have the added benefit of being eligible for a refund if they aren’t satisfied with your service. This builds trust and loyalty, ultimately leading to more business opportunities for you.

Now let’s explore the benefits that this program brings to customers…

Google Guarantee For Consumers

Get the peace of mind you deserve by choosing a business with the Google Guarantee Badge, knowing that your satisfaction is guaranteed. When you see that distinctive green and white check mark, it means that the business has been vetted by Google and meets specific standards. But what does this mean for you as a customer? Well, first and foremost, it means that you can trust the business to provide high-quality services.

Whether you’re booking a plumber, electrician, or any other service professional, you can feel confident in their expertise and reliability. And if for any reason you aren’t satisfied with their work, Google has your back. You have the option to request a refund if something goes wrong. So go ahead and choose a business with the Google Guarantee Badge – your satisfaction is their priority.

Now let’s dive into how businesses qualify for this badge and what standards they must meet…

Qualifications and Standards

When choosing a business with the Google Guarantee Badge, you can rest assured that they have undergone a rigorous vetting process and meet high standards to ensure top-notch service. To qualify for the Google Guarantee, businesses must meet certain criteria and maintain good standing. Here are three qualifications and standards that businesses must adhere to:

1. Background checks: Every employee who performs services in customers’ homes must undergo background checks to ensure their trustworthiness.

2. License and insurance verification: Businesses need to provide proof of licenses and insurance coverage to protect both themselves and their customers.

3. Good customer ratings: Companies must maintain a minimum average rating based on customer reviews to demonstrate their commitment to excellent service.

By meeting these qualifications, businesses with the Google Guarantee Badge show that they are reliable, trustworthy, and dedicated to providing exceptional service. Now let’s explore how the refund policy works when you’re not satisfied with your experience.

Refund Policy

If you’re not completely satisfied with your experience, you can simply request a refund through the Google Guarantee program. This policy is designed to give customers peace of mind when booking services from businesses with the Google Guarantee Badge. If you encounter any issues or are dissatisfied with the service provided by a Google Guarantee Badge holder, you have the option to seek a refund. The process is straightforward and hassle-free. All you need to do is contact Google’s customer support and explain the situation. They will review your case and if they find that your complaint is valid, they will initiate the refund process for you. This ensures that customers can confidently choose a business with the Google Guarantee knowing that their satisfaction is valued and protected.

Frequently Asked Questions

How long does it take for a business to get approved for the Google Guarantee program?

On average, it takes about 2 to 3 weeks for a business to get approved for the Google Guarantee program. During this time, Google assesses various factors such as the company’s licensing and insurance information, customer reviews, and overall reputation. They want to ensure that businesses meet their specific standards before granting them the prestigious badge. So while it may take a little time, once approved, you’ll gain access to increased customer confidence and potential refunds if customers aren’t satisfied with your service.

Can businesses in any industry apply for the Google Guarantee?

Yes, businesses in any industry can apply for the Google Guarantee program. Whether you provide plumbing services, home cleaning, or even yoga classes, you have the opportunity to gain customer confidence and loyalty through this certification program. By meeting specific standards and undergoing vetting by Google, you can receive the distinctive green and white check mark badge that assures customers of your reliability and trustworthiness. This helps to build customer confidence and ultimately leads to more business for your industry.

Is the Google Guarantee Badge available in all countries?

No, the Google Guarantee badge is not available in all countries. As of now, it is only available for businesses in the United States and Canada. However, Google has plans to expand this program to other countries in the future. The Google Guarantee program aims to provide customers with additional confidence and security when booking services from verified businesses. So if you’re a business outside of the US and Canada, stay tuned for updates on when this program becomes available in your country!

Are there any ongoing fees or costs associated with being part of the Google Guarantee program?

Yes, there are ongoing fees associated with being part of the Google Guarantee program. Businesses who wish to participate in this certification program are required to pay a monthly fee. The exact cost can vary depending on factors such as the industry and location of the business. However, it is important to note that this fee helps cover the benefits provided by the program, including the Google Guarantee Badge and potential refunds for dissatisfied customers.

How does Google determine if a business meets the specific standards required for the program?

To determine if a business meets the specific standards required for the Google Guarantee program, Google takes several factors into account. They evaluate a company’s licensing, insurance, and background checks on employees. Additionally, they assess customer reviews and ratings to ensure high-quality service. Google also requires businesses to maintain a minimum star rating and respond promptly to customer inquiries. By thoroughly vetting businesses, Google ensures that only reliable and trustworthy companies receive the coveted Google Guarantee Badge.

So Why Would I Not Just Go With Google Guarantee / Get Google Guaranteed Local Service Ad Instead of Google Ads?

Google Guaranteed is limited to certain service-based industries, and there is a verification process. While this may seem to limit for some businesses, one of the reasons Google created this amazing platform is to help fight against fraudulent practices by some businesses taking advantage of customers with misleading services.

While there is a verification process, it’s not painful at all. Google will require information that you will already have:

  • Business License
  • Proof of Insurance
  • Background Check (at no cost to you!)
  • Google Reviews

Ok, Now I Understand, s Which One Is Best for My Local Business Needs?

Both platforms are great and understanding your business needs, we can help you determine which, or if both, will be valuable to you. Google Ads is not as limiting as Google Guaranteed, although there are a few regulated industries. If you want to have a variety of ads at your disposal, Google Ads is the way to go.

If you want to target more qualified leads and are in a qualified home service industry, then Google Guaranteed is a better fit. You get the benefit of leads contacting you directly, and you can book them right in the Local Service Ads platform mobile app.

Who's the Winner, Google Guarantee or Google Ads?

When it comes to having the most effective paid ads strategy, there’s no one winner over the other. Both have a place in your overall marketing strategy and can work together. But now we come to the part that we can’t avoid, Google is a Pay to Play business platform, and the obvious must be said: businesses that have higher ads budgets get more leads. There’s no other way around it. Because of the vast competition out there, companies with good ad spend budgets do fair better than companies with lower budgets.

That’s why The AD Leaf is here. We’ll help you navigate the paid ads marketing space to ensure you’re successful. Minimize the stress and maximize your profits; be ready for a stronger Fall holiday season that’s quickly approaching. Connect with us by phone at 321-255-0900 or email

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