Google ads campaign

Google Ads Campaign Management For Small Businesses

If you’re a small business looking to launch a Google ads campaign for your company, you may think you can’t afford this type of pay per click advertising. Alternatively, you may want to learn how to run a paid search campaign yourself which is a valuable skill to have. However, it can be time-consuming to manage campaigns while simultaneously managing your business. If you make an attempt to rush in without performing the proper research, you will probably make common beginner’s mistakes and blow your budget with nothing to show for it. This is the main reason why it is best to have a reputable digital marketing agency to handle your Google ads management for you.

Why Use Google Ads Campaigns For Your Small Business?

Reach People When They’re Looking For You

If you target the right keywords with your Google ads, you can get in front of potential customers at the exact moment they’re looking for your products. Having an ad that serves up your products on relevant keywords is a great way to get new customers.

Target Based On Your Location

If you run a local business, you don’t care about appearing in search results outside of your area. Google Ads lets you target your searches based on your location, which can help you get in front of potential customers near you.

Target Multiple Audiences That Use The Same Product

If you sell products that can appeal to multiple different audiences, Google ads can help you reach those audiences by letting you target different keywords. PPC ads would let you target each audience individually by using industry-specific keywords. For example, “Rustic coffee table” and “Western-style wooden tables” may apply to similar products, but they attract very different audiences—Google’s pay per click ads and campaigns let you target both.

Send People To Specific Landing Pages For Products/Services

When someone clicks on an ad, they get sent to a landing page on your website. One of the strengths of launching a Google ad is that you get to choose that page. A lot of people send pay per click traffic to their home page, which is ok, however, it is not ideal. But one of the major strengths of Google ads is that you can send people to your customized landing pages that are optimized to convert. By sending people to landing pages that offer what they’re looking for, you can increase your chances of converting them into customers.

Track Results Easily

With Google ads, you can track click-through rate, cost-per-click, ad spend, as well as conversion rate on your landing pages. You can also split test different ad copy and landing pages easy to maximize your ROI.  Return on investment is a huge consideration for your marketing budget, and Google ads won’t leave you guessing.

Get Results Quickly

Other approaches to getting seen in search engines can take a long time to start working. The conversion process is longer and more difficult to measure. Google ads aren’t a silver bullet, but they will get you results much faster than most other marketing tactics. If you have the know-how, products, ad copy, and landing pages together already, Google ads are a simple way to start getting sales.

Google ads and other pay per click platforms, like search engine optimization, helps companies to get their brands seen by customers searching for relevant search terms. Both of these digital marketing techniques help to increase your boost your website’s ranking so that it appears higher up on search engine result pages. Search engine optimization is a slower, long-term, organic method, whereas paid search is often a quick fix option, providing your business with a short burst of visibility which can be beneficial for temporary promotions or to publicize the launch of a new product or service.

If you require management for your Google ads campaign and looking to find a company that offers services for your small business, here are items that will be incorporated with your package below:

  • One-off set up costs
  • Regular reports and analytics
  • Fixed monthly costs
  • Optimization of existing pay per click campaigns
  • A dedicated accounts manager
  • Keyword performance and campaign monitoring
  • Budget recommendation
  • No minimum spend requirement

At The AD Leaf Marketing Firm®, we understand that not every business has the time to invest their full efforts into PPC Ads. To learn more about how Google ads campaign management can bring more leads to your business, contact us via our phone number, (321) 255.0900. Or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!

 

Google Ads

How You Should Test Your New Product?

If you’re a small business owner or a startup, you may be developing a new product line or service for your potential customers. However, there’s this doubt in your mind that your product launch may fail. You’re probably thinking, “What if it fails?”, or “If I lose profits, how can I recover?”. To prevent any doubt, This is where you should run a small test to see if there’s a market for your product/service in the first place. As a business owner, you’ll always be excited when it comes to product launches. But, if you don’t do proper testing, your doubts could potentially become your reality. In this post, we would like to give you more ways on how you should test your new product with Google Ads.

How Do You Test The Market For A New Product With Google Ads?

Market Research

This is your first step to testing your new product, implementing a good old fashion market research. As you form your business idea, take the time to learn more about the market for your product. In particular, get into the minds of your customers, scope out your competition, and get up to speed on industry trends.

Set Up A Landing Page

Once you put together a profile of your customer wanting to purchase your new product, you’re going to set up a strong landing page. Since your product won’t be ready for the market, set up a page with some info on the product you are planning on launching. Also, use an email capture form so you can gather email addresses of interested buyers. At the same time, give them an incentive to sign up such as sneak peeks, early updates or first access to your product is a great incentive to get an email address.

Choose A Budget That You’re Comfortable Spending

Of course, you should always use a budget that your comfortable spending when you’re testing your new product. You’ll need to set the maximum cost per click you are willing to spend as well as your daily budget. Not setting these properly could cause you to burn through your test budget too quickly.

Analyze Results From Your Campaigns

If you find that there is a steady stream of traffic responding to your Google Ads you will know that there is a market and demand for the product or service you are developing. Once you begin capture email addresses from your landing page, you can contact your potential customers when you are ready to launch your new product. On the other hand, if no one is responding to your ads you may decide that the challenge in finding buyers may outweigh the potential for your product. Tweak your ads by changing up your headlines and description as well as researching and adding relevant keywords to your campaigns.

At The AD Leaf ®, we understand that not every business has the time to invest their full efforts into PPC Ads. To learn more about how investing in Google Ads can bring more leads to your business, contact us via our phone number, (321) 255.0900. Or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!

 

adwords landing pages

Why Should You Use Landing Pages For Google Ads?

A PPC landing page is a standalone web page that you plan to use in an AdWords, Bing Ads or related paid advertisement. It is a dedicated page for the user to ‘enter’ once they click on a Google Ad.

Particularly good PPC landing pages typically contain only one target or objective for a focused campaign known as a Call To Action (CTA). Their simplicity — and relevance — is what makes dedicated landing pages one of the best ways to boost your paid traffic conversions and lower the cost-per-click of your PPC campaigns.

The Benefits of Landing Pages For PPC

The game-changing value of landing pages and why they work so well with ads can boil down to the difference between organic versus paid traffic.

Your website is primarily a way to attract organic traffic. Google selects and serves links on your site that are thought to be the best match for a particular search query, and these links selected by Google are typically placed below paid ads. This organic traffic is largely why you need a search-optimized website.

In contrast, with paying ads on Google Ads or Bing Ads, you can choose where to direct visitors, as your paid ad will typically be placed towards the very top of the SERP.

For example, you can choose to link this paid traffic to the homepage of your website, but this isn’t actually your best conversion option. Generally, content on your homepage — or even other site pages — often does not match the premise of your ads, and will not always contain info or a tailored call-to-action.

As advertisers inevitably learn, paying traffic referring to common web pages does not lead to strong conversations, leading to an increase in cost-per-click. This is mainly because visitors often can’t find what they specifically searched for on the generic page and typically bounce faster (signaling to Google that the user experience was negative).

On the other hand, if visitors click on a highly relevant landing page from an ad, they will find information that reinforces the ad ‘s promise, and they will find a distinct call to action or be persuaded to take the next step. By simplifying the available options you are helping to ensure a smoother conversion path.

The Anatomy Of A Strong Landing Page

Once you have decided to lower your cost-per-click and get better ROI on your paid ad spending with PPC landing pages, it’s all about creating them.

The best PPC landing pages contain 5 key elements, based on what we typically see with our clients:

  • Strong images in context (including a ‘hero shot’ at the top of the page)
  • A headline and a subheader
  • A single, focused call to action that could either be a form or button
  • Features and benefits of your offer clearly outlined
  • Testimonials or social proof that supports your argument

AdWords Can Reward Relevant Landing Pages

Not only does a landing page allow you to present a focused, carefully selected call to action and customize your click-through experience to match the expectations set up by your ad, but if you match each PPC ad with its own hyper-relevant, standalone landing page, you could:

  • Get a higher AdWords Quality Score (in turn boost your Ad Rank and Search Impression Share, getting your ads served up more frequently)
  • Reduce cost-per-click
  • Lower cost-per-acquisition
  • Increase conversions on offers that you run with paid services

At The AD Leaf ®, we understand that not every business has the time to invest their full efforts into PPC Ads. To learn more about how investing in Google Ads can bring more leads to your business, contact us via our phone number, (321) 255.0900. Or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!

Google Ads Update

Google Ads Requiring All Advertisers To Identify Verification

Google had announced a recent important Google Ads update. They are requiring all advertisers on their platform “to complete a verification program in order to buy ads” on the Google Ads network. This idea was brought up previously. However, the program is now being activated for all advertisers now. As Google explains here, certain advertisers will be required to submit some form of verification that will prove the legitimacy of their legal business or their individual name. This, of course, will be done through providing supporting documentation.

The verification program will first begin in the United States and will apply to Search, Display and YouTube advertisements. However, over time, it will be rolled out globally. Other details include that advertisers that are required to complete the verification program will be notified and given 30 days to complete and submit the verification form. Once the advertiser submits it, it will take about three to five days for Google to verify the information given. However, failure to fully complete the given program within the 30 days may result in not only ad restrictions, but Google may also stop your ads all together.

Google will also be adding new ad disclosures to each advertisement. Such disclosures will display the advertiser’s name and country. Overall, the verification program will involve the following:

  • Business incorporation documents
  • Personal identification methods
  • Operating geography (country, etc.)
  • Possibly other forms of proof to verify who they are

 

Why Google Ads Is Rolling Out This Program

According to the announcement from Jack Canfield, Director of Product Management, Ads Integrity, Google is trying to “provide greater transparency and equip users with more information about who is advertising to them”. He also further explains the following:

“This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising controls. It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.”

 

What Changes Users Will Experience in Ads

As mentioned earlier, Google is planning to add disclosures to all ads that are verified. This disclosure will simply give details on the identity of the advertiser. A small downwards arrow will be added to such ads, and when pressed, it will show a “Why this Ad?” option. Upon pressing this option, the following option will appear:

  • Advertiser name
  • Country location
  • A toggle option to stop receiving ads from them

For Display ads, the following information will be available on the Ad Choices icon, or the “x” that is on the following banner. For YouTube ads, the disclosure information can be viewed by clicking the “i” icon, as well as the three dot icon in the ad.

 

What Does This Change Mean?

Some would argue that there are both some positives, but also some downsides to the Google Ads update. The security aspect is a great improvement, as this would help keep out illegitimate advertisers from using Google Ads and competing against real users. However, a possible downside is that there could be an influx of accidental clicks. This is due to the fact the disclosure arrow is being added to each advertisement is actually very small, and some people may accidentally click the ad rather than the small arrow symbol.

PPC management

How To Manage PPC Campaigns During The COVID-19 Pandemic

As you well know, the world is in a major panic because of COVID-19. Not only is it affecting the lives of others, but it is also affecting businesses on a local and global scale (offline and online). Also, If you’re a business that implements online campaigns (Google, Bing, etc…) and PPC management strategies, you may have these questions come to mind:

  • Should I pause my campaigns in order to manage expenses?
  • Should I scale back my budget?

These are important questions to ask and hard decisions to make should you want to play on the defensive end. However, there’s always a flip side.

You can take charge of your business in this crisis by playing on the offensive end. There’s a popular saying that goes like this:

“When Everyone Goes Right, You Go Left.”

We’re not saying you should go crazy on your spending, but to keep your business moving forward so you can gain profits for your survival.

This is where you, as a business owner, will need to courageous, flexible, creative, and patient with our ever-changing environment.

In this post, we’ll provide some tips on how you can manage your PPC campaigns during the COVID-19 pandemic.

Adjusting Your Budget and Spending For PPC Management

We mentioned earlier about pausing your PPC campaigns or scaling back your budget. Of course, pausing a PPC campaign would be considered playing defense. But what about scaling back your budget?

This may be also be considered playing defense but you’re actually playing both ends of the floor (We know we’re using sports references).

Instead of spending $100 a day on a campaign, cut your budget in half and spend $50. Also, take a look at your campaigns to see where you’re getting more clicks and conversions and focus your attention there.

Let your campaigns run for a week, look at your data, then adjust your budget and spending accordingly to see if you’re gaining a profit or taking a loss.

Mentioning Your Business Proposition In Your Ad Copy

Many businesses are closing their doors which means that many people will be staying at home which also means that many people will be online. This is where you can take advantage and pivot your message by adding a promotion on your PPC campaigns.

For example, if you’re a restaurant business, you can add a discount of 5% on orders that are over $40 if they apply a particular coupon. In addition, you can provide a Free Touchless Delivery Service in your message to show that you’re concern about their health and want to protect them.

Of course, whatever promotion that you’re providing to your customer, make sure it’s adjusted on your website.

Now that you know how you can manage your PPC campaigns during the COVID-19 pandemic, you’re fully equipped to make a decision to play defense or offense for your business.

There’s no reason why you should just sit on the sidelines. Your competitors are experiencing the same fears you are, but at least you can take matters into your own hands by using sound PPC Management principles as well as having your PPC campaigns online so your business can survive in the upcoming future.

If you’re in need of PPC Management for your campaigns,  contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!

Digital Marketing Strategy

Why Businesses Need Digital Marketing To Survive COVID-19

Why Businesses Need A Digital Marketing Strategy To Survive COVID-19

In the coming months, businesses of all sizes are going to become extra reliant than ever on their digital marketing strategy. Without wanting to sound too much like a killjoy, in many cases, it will be the deciding factor in whether they make it through the tough times that are ahead. 

The unparalleled, and almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge to any business model. 

B2B companies, in particular, rely on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies. Especially in the case of smaller businesses that are used to getting new customers strictly word-of-mouth referrals or on the strength of a hard-won reputation, their loss is going to come as a shock if it hasn’t already.

Larger companies are now finding themselves in the position of having potentially lost millions of dollars from canceled events alone. They won’t claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies are going to leave them with some marketing budget to reassign. Digital Marketing in any aspect is likely going to be the clear and obvious choice here, and companies that may not so much as had a Facebook page before will need to move into social media marketing, content marketing, SEO, and even influencer-led campaigns. 

This, of course, means there are opportunities out there for the taking and a key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationship fostered. In the coming months, you prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand, and no-one really has any idea how long this will last and whether this will lead to longer-term change. 

We are going to be in some uncertain times, but with the increase of remote working and a collaborative approach, companies are going to turn to digital channels and embrace the transformation. There has already been a real spike in the last few weeks from companies wishing to create or update their websites, launch new social media channels and campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences. 

Being confined to the office — or even the home — rather than on the road on sales visits or at events, means marketers are going to have more time to develop digital marketing strategies. This means researching where your customers can be found online, and how different approaches and tactics might impact your success. If your organization previously put minimal efforts into digital channels, now is going to be a prime time to revisit them. That could be as simple as giving your website or social media pages a refresh, or a more innovative approach. 

A key point to note is that a lot of corporate entities use up about 50-60% of their marketing budgets on events. When things go back to normal, budgets will most likely be going back to those live face-to-face events, but if organizations can see the benefits and opportunities that digital marketing can offer, they might understand the benefit of adding it to their long-term marketing strategy. 

Channels such as Facebook, Instagram, or LinkedIn Live are going to be crucial moving forward as the ability to connect with a targeted audience real-time is very beneficial, if not essential. 

It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost. 

As long as businesses can approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency fill-in but could carry on providing long-term value when the world eventually gets back to normal. And of course, this would make companies more resilient to deal with any future pandemics. Do you need help with your Digital Marketing Strategy? Looking to take your social media or SEO to the next step? Contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!

Marketing Agency

5 Reasons To Hire A Marketing Agency VS An In-House Team

Should you hire a Marketing Agency or build an in-house team?

In today’s digital landscape, there is no shortage of marketing options for businesses. From freelancers and marketing agencies to hiring your own in-house team, companies have more choices than ever before, specifically when it comes to online marketing. As your business grows, you will need to consider how your marketing will be handled, including whether to hire new employees and build an internal marketing team or empower your brand through a Marketing Agency.

While each has its own advantages, a full-service Marketing Agency provides substantial value to large, medium, and even small businesses. They strive to build cohesive and effective brands, put organizations in front of their customers and audience, and drive sales through awareness.

5 Reasons to Hire A Marketing Agency

1. Unparalleled Experience

Why piece together individual talents when you can hire an experienced Marketing Agency to handle everything for you? One of the major advantages of hiring a Marketing Agency is a professional experience. In fact, a good agency will have specific knowledge in a wide range of industries and markets, along with experience facing a diverse range of scenarios and challenges never encountered by many newer business owners. Having a knowledgeable and experienced staff at your side can produce immediate results for owners, helping to quickly get your marketing efforts off the ground.

2. Broader Skillsets

It can be difficult to locate suitable in-house employees with branding and marketing skills such as SEO and graphic design. By hiring a Marketing Agency, you’ll not only have the necessary tools to achieve your vision for success but a suite of creative services at your fingertips.

For example, a full-service Marketing Agency can assist clients in everything from rebranding their company image and website, developing their print and direct mail campaigns, and creating a social strategy to boost SEO and PPC campaigns. With a Marketing Agency, a client may choose to utilize one service or all them–whereas, with an in-house team, businesses are limited in what they can achieve.

3. Fresh Perspective & Inspiration

Another major advantage of hiring a Marketing Agency is a new perspective. A marketing team can help inject new life into marketing efforts, helping to identify unseen opportunities and enhance current campaigns. One example is social media marketing. With more companies looking to broaden their social reach through sites like Facebook, Instagram, and Twitter, a Marketing Agency can significantly enhance a brand’s approach to social media, including how they’re perceived by their audience.

4. Speed, Efficiency, and Consistency

As an up-and-coming business owner, you’ll be forced to wear several hats when getting your business off the ground. Generally speaking, this will almost include tackling aspects of the business you’re unfamiliar with, such as branding and digital marketing. With only so much time in the day, it’s important your marketing approach doesn’t suffer from time restraints or inexperience. Hiring a Marketing Agency can easily solve this dilemma.

5. More Affordable Than Hiring In-House

The cost of hiring and maintaining a team of in-house marketers can be very expensive. For smaller businesses, this expense may be too much to afford.
One of the more surprising benefits of hiring a Marketing Agency is cost-effectiveness. Along with providing a plethora of knowledge, experience, and skillset, a Marketing Agency is almost always more affordable compared to hiring a full-time marketing team. For example, after hiring a marketing manager, web designer, graphic designer, content writer, and social media manager, the total cost can reach upwards of multiple six figures a year! And that’s not even including the cost of employee benefits.

Marketing is the heart and soul of any business. At The AD Leaf ®, we’ve spent the last 25 years working with a diverse range of clients — from healthcare and technology to governmental, law enforcement and consumer goods — to perfect our approach to marketing, advertising, and branding. From strategic creative direction to engaging digital marketing, our extensive marketing team is here to handle every aspect of your business.

Want to enhance your content marketing? Looking to take your social media to the next step? Contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today!

“Loretta”: Kicking Ads & Taking Names

We’ve all seen it.

The tear-jerker ad released by Google during this year’s Super Bowl commercial ad space.

This ad by Google depicts the voice of an elderly gentleman using Google to remind himself about his late wife, Loretta. This ad was also inspired by a real person, a Google employee’s grandfather. As the commercial begins, it avoids much of what Super Bowl ads are known for. Comedic humor. Celebrity faces. Nostalgic flashbacks. With so many of these pop-culture references and heavy emphasis on humor, each company and advertising agency has one of the most competitive niche ad spaces to fight over. And with a 5 million dollar price tag for a 30-second commercial space, the competition and drive to stand out becomes even more daunting.

To be fair, there were so many ads that were incredibly well-done and clear in their communication. From the Cheetos commercial with MC Hammer dancing in those…pants, to the dog that was the survivor of heart cancer, to the loveable Ellen ad showcasing life before Alexa, the lineup was chock-full of heavy hitters in the marketing space. Then there’s this Loretta ad that had us holding back tears and smiling without even trying.

The commercial opens with slow typing on a familiar Google search browser. The typing was the immediate initial stand-out element. It was slow, more intentional. Before a male voice could be heard I knew this was going to be potentially an elderly person behind the keyboard. Then the words “How to not forget” are seen, typed into the search bar. The stringed music begins to play, creating a somber ambiance. As the commercial continues, you can feel both sadness, but not mourning; a relatable “human-ess” but also a hope for one’s own life.

Then we hear an elderly man asking Google Assistant to help him remember different aspects of his wife, Loretta. It takes a moment to realize, but the more you watch you begin to realize that Loretta is the man’s wife, and she is unfortunately no longer with him. The commercial is of an obviously kind and warm widower who is using Google to help him remember things of a woman he loves but is no longer there with him.

As you continue to watch you see slideshow and videos that are obviously taken from a real individual from a real marriage and a real life. This is so important because if this was done any other way, an ad like this (which is already a big risk due to the nature of the ad) could be seen as insensitive, manipulative, and morbidly crass. But as you watch you see over and over pictures and videos of a real couple, happy and in love. Google is right there, helping this man remember Loretta’s favorite foods, how she liked going to Alaska, and how she hated his mustache he grew one time. Heart-warming doesn’t even begin to describe all the feels we feel watching this!

“Remember, don’t miss me too much, and get out of the dang house.”

Here we see that she truly is gone, but we also see a beautiful snippet of her relationship towards him, not just his towards her. It alludes to a moment he had with his wife, probably one of the last. Google helps with the heart-string tugging here by including the last little note from Loretta that said, “…and get out of the dang house’ helping the viewers navigate this sad topic with life and humor. The commercial ends with us hearing a human voice, the voice of the widower, and a door opening as he leaves the house with his dog, ending on a beautiful, real note.

Google’s “Loretta” ad embarks on a risky balancing act of sadness and joy, life and loss…and does it beautifully. Check out these stats from the data-driven video marketing agency, Unruly:

“Loretta” earned an EQ score of 6.5 thanks in large part to its large emotional impact. Nearly half (49%) of viewers had an intense emotional reaction to the ad. It was a 58% more intense reaction than the average U.S. ad and the highest of any of the 40 Super Bowl ads tested by Unruly. According to the company, “Loretta” was nearly twice as likely to make viewers smile, almost four times more heart-warming and 12 times more sad than the average U.S. ad.
The emotional reaction also seemed to translate to brand impact, leading to the highest brand favorability of any of the Super Bowl ads Unruly. Nearly half (49%) of all viewers reported a favorable view of the brand, compared to a U.S. average of 37%. What’s more—46% of viewers also reported purchase intent, with 47% saying they were willing to find out more about the brand.

“The Super Bowl is traditionally the chance for advertisers to bring home the laughs, yet two of the top three ads leaned heavily on more serious emotions. Google’s ‘Loretta’ ad had the highest score for sadness in the top 10 and both Google and New York Life Insurance had some of the highest scores for warmth at 32% and 26%, respectively,”
The data and the results shine a burning spotlight on one (there are obviously many more) glaringly important fact when it comes to marketing: In order to win big, you must risk big.

When I say risk, I mean to dare to take the road that others aren’t taking. Google did it perfectly in this ad because they counted on seeing the same trend of humor and nostalgic ads, all clamoring for a spot as top dog (Speaking of the dog, the other ad in the top 3 tier was about the dog who had heart surgery!). Google specifically and deliberately swam against the proverbial current by taking not the humorous and nostalgic road which is always a safe choice that “works”, but by daring to forge a new path by sewing themselves into your lives through appealing to something that binds every person together: Love. Google was making a simple and yet incredibly effective claim that we need Google for the most important things in our lives.

In order to win big, you must risk big. Sure, you can spend too much money on a 30-second ad space to create something brilliant, funny, and feel-good. Most of the ads we viewed and analyzed were indeed incredibly well thought out. But what about making something memorable? By appealing to different emotions than the typical niche space of the Super Bowl ad space, Google dared to be an outlier.

This is why Google’s Loretta is brilliant marketing. It perfectly goes against the trend by taking big risks in appealing to unusual emotions, while implying that we need Google for life’s most beautiful things.

And won.

Is your business ready to take the road less traveled and make something not only great but memorable? Consider partnering with us at The AD Leaf ® and let’s start kicking ads and taking names together. Call 321-255-0900 today.

Digital Marketing in Melbourne FL

Digital Marketing Trends To Look For In 2020

Digital Marketing in Melbourne FL Trends For 2020

As we approach the end of the year, it’s a great time to look ahead at where we’re going and the marketing trends we’re likely to see more of in 2020. Just in the last decade, Digital Marketing in Melbourne FL has evolved so much on a strategic level so let’s dive into some more detail of the specific trends to look out for.

Technology continues to advance at a very rapid pace, so of course, some of these trends will be focused around technology. However, there’s also a pushback against the increased digitization and automation of interactions between brands and consumers, and a desire to make marketing more human again.

While technologies such as AI and data-driven marketing will certainly be big trends for 2020, the overarching focus will be on people, not technology.

Here is a list of the top 8 Digital Marketing in Melbourne FL we’re likely to see:

Customer Experience

2020 is predicted to be the year of the customer. There are massive shifts in beliefs about what marketing actually is. It’s no longer about trying to convince people to buy from or work with your company, it’s moved towards providing fantastic customer experiences that will keep people coming back for more and bringing their friends and family next time. In a sense, when you focus on building a positive business culture and providing a great service to your customers, the marketing seems to almost take care of itself.

The growth of online content has also given consumers much more power than 10 years ago. They are no longer a passive party when it comes to learning about products. They’re going out and doing their own research about your products/services, not waiting to be force-fed information.

This means you have to offer them something more than information.

Customer Experience has become a pretty popular word recently and this is not because it is some quick to leave trend. 73% of people say that customer experience is an important factor in their buying decisions, but currently, only 49% of US consumers say that today’s companies provide a good experience.

What exactly makes a great Customer Experience? Efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience. But aspects more traditionally considered as marketing’s domain are cited too: up-to-date technology, personalization, and easy mobile experience, brand image, and design all add up to the overall customer experience.

Strategic Marketing Transformation

When you’re reading about up-and-coming trends in an article like this, it’s all too easy to think that being successful in marketing can be simplified to following a list of best practices and making sure you’re using the latest techniques and technology.

The business of marketing is becoming increasingly complex. For companies to succeed in 2020, they’ll have to think beyond what they’re doing and link everything back to the why of the business as a whole. Your marketing goals and objectives must align with the overall goals of your business.

Strategic marketing transformation is the term used to describe the process when a business operating without a strategic marketing plan evolves by changing its fundamental business processes and procedures.

Undergoing a marketing transformation can help companies to improve customer service and experience, boost brand awareness and reputation, and ultimately increase revenue and profits.

Businesses achieve these benefits through a combination of data collection, using modern technology, building customer relationships and engaging with customers online, publishing quality content, and improving their online presence. All of these things are part of the underlying strategy that influences every department and employee in the company, not just the marketers.

Your strategic marketing plan defines goals and determines which Digital Marketing in Melbourne FL tactics you will employ to reach your customers including content marketing, SEO, email marketing, social media, advertising, and offline marketing. It then lays out a plan for how every part of the organization will be involved in these tactics.

To put it simply, the marketing strategy is no longer only the responsibility of the chief marketer or CMO. Strategic marketing transformation recognizes this and ensures that the brand, company reputation, customer relationships, and customer experience as a whole are considered in every business activity.

Personalization

Increased data collection and advancements in technology have already had a huge impact on the level of personalization that is possible and on what consumers expect from their interactions with brands.

Today’s consumers are flooded with marketing messages from multiple channels to the point where they have started to tune them out. Traditional advertising is losing its effectiveness, so what’s the answer? Personalized marketing messages that forge a real connection between the brand and the target market.

80% of consumers now say that they’d be more likely to do business with a brand that provides a personalized experience.

For example, in the 2002 movie Minority Report, the character John Anderton, played by Tom Cruise, is bombarded by a series of personalized ads calling him by name as he walks through the city. This was obviously complete science fiction at the time, but not quite two decades later, reality has almost caught up with the marketing future of Stephen Spielberg’s imagination.

Marketing personalization is no longer limited to automatically changing the name of the person you’re addressing in your email newsletters. Improvements in technology such as AI combined with increased data collection and insights from social media and other sources have made it possible and easy to hyper-personalize everything from content to design to product recommendations and everything in-between.

SERP (Search Engine Results Pages) Position Zero & Featured Snippets

SEO will continue to be an important aspect of Digital Marketing in Melbourne FL as we move into 2020, but we’re now seeing one of the most major shifts in the SEO industry in the last decade.

With the growth of mobile and voice search, people are changing the way they use search engines like Google. Being number one in the search engine result pages or SERPS is no longer necessarily the primary goal your business should be aiming for.

You’ve probably noticed your own search and browsing behavior has changed in the last few years due to Google changes and the fact that you’re looking for the fastest information when you’re on the move.

Featured snippets and other “on SERP” information means that you don’t need to click through to a website to get the information you’re looking for anymore – it’s right there on the Google search results page.

This on-SERP information may appear in various places, but the most sought after position is right at the top of the page, before the organic listings. This position has been dubbed “position zero”. As it’s often the only information that a searcher will view, it’s highly coveted. Over 60% of search results returned by Google are now position zero search results.

Brands are still trying to figure out how to achieve position zero as it requires different SEO techniques than those employed for a normal listing in the SERPs. If you can be the first in your industry to get there, you’ll have a huge advantage over your competitors. So expect to see more SEO companies offering this service over the next year, and pay attention to the latest best practices for optimizing your content.

AI/automation

Will 2020 be the year of the rise of the robots? Maybe! Just hopefully not the type from iRobot or Terminator!

AI is one of the major technologies behind voice search and smart assistants. It’s also made chatbots possible, which are now popping up on more websites than ever before.

AI technology and automation are helping to take some of the grunt work out of marketing so brands can concentrate on strategy and crafting a fantastic customer experience.

Remember, the human aspect of marketing is still important (and really more important than ever before), so the idea is to use this technology to enhance your marketing efforts, not replace the real people behind them.

Big data, supported by AI and predictive analytics, is also helping brands to learn more about their audience and customers. It’s enabling hyper-personalization of customer experiences and marketing messages at scale.

Voice Search

Voice search shows no sign of slowing down and will continue to be a major influence on how brands create content and market themselves online.

We’re not quite at the commonly cited prediction that 50% of searches will be driven by voice in 2020 (we’re currently sitting at about 20% according to Google), but this statistic is probably not that far in the future. The smart speaker business is booming, with around a quarter of US households now owning a Google Home, Amazon Echo, or another smart speaker.

Consumers are also expecting to use voice search more in the near future – 61% of those aged 25–64 who already use a voice device intend to use it more in the future according to research by PwC.

Voice search brings with it new challenges but also exciting opportunities. Tequila brand Patròn is an example of a company that’s seen huge success from using branded skills. Smart speaker users can ask their digital assistant to “ask Patròn for a cocktail recipe.” This not only helps to increase brand awareness and visibility, but it also enables users to buy the product directly from the recipe results.

Even if your brand isn’t ready for smart speaker advertising, it’s important that your content is optimized for voice search. Voice searchers use search differently. They use longer, more conversational queries, so slanting your content to serve these queries, as well as answering questions directly, can help to make it more visible to voice searches. This has the added bonus of making your content more likely to be picked up as a featured snippet or found on position zero on Google.

Focus on Customer Retention and Loyalty / Customer Advocacy

A huge part of providing a great customer experience is making sure that CX is ongoing and focused on keeping your existing customers, rather than just attracting new ones.

Recurring customers are more valuable than new customers. It costs five times as much to attract a new customer as it does to keep a new one, so it’s definitely worth putting in the effort to keep your customers happy.

Loyal customers also help to increase the reputation and awareness of your brand as they’ll talk about your company and products with their friends and family. Happy customers make great (and free!) brand ambassadors and influencers.

Many of the above-mentioned trends and technology can be helpful for increasing customer retention rates. Personalization, for example, is certainly expected from your existing customers if not your new ones, and it gets easier to personalize communications the more interactions someone has with your brand.

Be Ready for 2020

Now is the time to start planning your 2020 marketing strategy if you haven’t already. Make sure you start the New Year with a clear plan of your goals and how you’re going to achieve them.

We can’t really call it a trend, but it goes without saying that content marketing will continue to dominate the digital marketing landscape in 2020. Most of these trends rely on content in some way. To have success in them you’ll need to have a solid base of quality content across all your marketing channels.

If you are ready to get more traffic to your site with quality content that’s consistently published, contact The AD Leaf ® Marketing Firm by filling out the form or giving us a call today! Get ahead of the curve to generate more traffic and leads for your business by taking advantage of all Digital Marketing in Melbourne FL trends.

ppc agency melbourne fl

Hire a PPC Agency For your Google Ads or Do It Yourself

As you well know, Google is the largest search engine on the internet, hands down. There are millions of businesses in every industry (Plumbers, Dentists, etc) that are doing their best to gain the attention of their potential customers as well as dominating the competition. One of the best ways to do this is by implementing a Google Ads campaign. In the beginning, you as a business owner may want to create and launch your Google Ads campaign on your own. Later down the road, you find out that you are paying a lot of money for clicks and conversions and you may not have the time and energy to monitor your campaigns plus working on your offline sales. This is where hiring a PPC Agency Melbourne FL can help you. In this post, we’ll provide you with some reasons why hiring a PPC agency is better to manage your pay per click campaigns instead of managing them yourself.

You Will Save Yourself Time Hiring a PPC Agency Melbourne FL

Time is the greatest resource that everyone has in their arsenal but your time it is limited. We only have 24 hours in a day and if you’re running your business, to gain massive success, you have to use your time wisely. Instead of managing a Google Ads Campaign, you can outsource it to PPC professionals who manage multiple campaigns on a daily basis and understands the complexity of the platform. You can then focus on business strategy and the sales that matter most.

Experience Matters

When you have no experience managing a Google Ads campaign you can end up spending a lot of money quickly with little results. Google is not in the business to help you make money. Google is in the business to make money itself. Google provides Google Ads, a marketing tool, that only when used correctly really directs it’s energy properly towards the set marketing goals. This is where experience comes into play. Understanding what works and what doesn’t work can save you hundreds of dollars when selecting keywords. Because of the cost associated with mistakes, you will want planning to go into the keyword selection for your Google Ads. Choosing someone with experience matters more then you might know.

Summary

Google is the largest search engine on the internet and millions of businesses are doing their best to gain the attention of their potential customers. One of the best ways to do this is by implementing a Google Ads campaign. Hiring a PPC Agency Melbourne FL like The AD Leaf ® can help you tremendously. There are many reasons why hiring a PPC agency is better to manage your pay per click campaigns instead of managing them yourself so why wait? Call us now @ (321) 255.0900 or fill out our contact form.