In-Market Audiences and Keywords Targeting

In-Market Audiences One of the under promoted updates hit Google search over the past month or two. Even though Search Engine Land covered this in 2017, this came in without much fanfare, however the impact is actually quite huge. Google released a treasure trove of user data we can leverage, in addition to our keyword targeted search ads. The benefit of this is significantly higher click through rates, higher conversion rates, and potentially lower CPCs. Let me explain,…
Read More

Digital Advertising eBook

Digital Advertising eBook Hi Friends! I'm really excited to share that I just published my first ebook. In this post I want to give you the skinny on the ebook. Specifically, I created an ebook, content included in the ebook, where to buy and potential future ebooks to come.  For those interested, you can purchase on payhip, via this link here, for $24.99. Payhip is a platform that offers secure ebook purchasing. For those reading, this might be…
Read More

YouTube Advertising for your Business

YouTube Advertising for your Business As we talk about digital advertising, I would be remiss not to discuss the power of video for one's business. Now, most businesses are fond of 2-D digital advertising (i.e. banner ads, search text ads, local listings, etc.). But there is a dark horse that carries a lot of weight that is worth discussing, which is YouTube video advertising.  For this post, let me break down this segment into a few components: why…
Read More

Empowering Small Businesses to Win with Digital

Empowering Small Businesses to Win with Digital April 29th commences National Small Business Week. While small businesses are small in nature, for example 95% of small businesses in the US have fewer than 10 employees, they are a large part of the US economy. Of all businesses in the US, 99% are small businesses and even though most employ only a handful or two of employees, 53% of the US workforce work for small businesses. To break it…
Read More

Why Invest in Digital Marketing

Why Invest in Digital Marketing While all of my posts are focused on how small businesses can leverage digital marketing as a strategic asset to drive growth, it's important to understand why you're investing in digital marketing. See the below which maps out the core reasons. Media consumption Consumers spend 6 hours per day online. Media consumption of traditional media sources such as TV, Print, Radio are all in decline. Think of your own experiences, how much do…
Read More
How to Advertise a Small Business

How to Advertise a Small Business

Photo by Mike Petrucci on Unsplash For all of my small business friends out there, I've been hearing a lot of questions regarding where to begin with digital advertising for small businesses.   Now the strategy will vary significantly from business to business, however I want to give a short list of recommendations, starting with the strategies that doesn't cost a dime. Email Marketing For any small business, no matter how small, you should be collecting emails from customers and prospects.…
Read More

Google Search Ad Copy – Best Practices

Google Search Ad Copy - Best Practices For those who are advertising search text ads on Google for your business, or are aspiring to in the near future, writing relevant ads is super important and is often overlooked. Why invest time in tweaking your ads? Glad you asked.. High Click through Rate This simply means, more visitors to your site as your ad is more likely to be clicked. Higher Conversion Rate This means that when users go…
Read More

Drive Customers with Google Customer Match

Google Customer Match Do you have an email list of customers, prospects, lapsed customers? If you said no, start building one ASAP. No joke, if you have a business, you should ask for email addresses and start tracking this, no questions asked.  If you said yes, we're in business! Let's leverage this to advertise to your most valuable audiences via Google Customer Match. What's Google Customer Match? Check out this Customer Match article. It's a very powerful and easy…
Read More

Create Display Ads Quick and on the Cheap

Create Display Ads Quick and on the Cheap You want to advertise via display ads (i.e. display banner ads) to your target audience, locally, but are concerned that creating digital ads is expensive and requires hiring a creative shop, right? No way! Far from it. This was the case a few years ago. If you wanted to advertise outside of search text ads (i.e. display ads to your local audience), you either needed to be a wiz at…
Read More

Google Analytics – Track Everything, Ask Questions Later

  Google Analytics is one of the best free tools a website can leverage. It's Google's free analytics tool which gives a robust data set on how many people are going to your site, where they're coming from and what they're doing on your site (purchasing products, filling out lead forms, etc.). Within this blog post I'm going to break down several important components I would recommend within Google Analytics.  Google Analytics - Recommended Traffic Report My favorite…
Read More