1. Image Extensions 

The consumer visual experience when browsing products and services online has become more critical as time passes. Image extensions help create a more visually appealing search ad that will draw in your target market. Image extensions appear on both desktop and mobile devices while enhancing the relevance of your search ad by including images of your business’s products or services in the ad. Image assets for these extensions perform best when they are closely relevant to queries within the ad group or campaign. They should convey useful information to your potential client and match the experience they will find on your landing page. Google has other requirements in terms of content and quality that need to be followed to make sure you campaign is successful. If you are struggling with extension or ad creation search for a digital marketing agency that can help you with google ads. 

2. Structured Snippets

Structured snippets extensions list specific aspects of your product or service. This extension has a predefined “header” for values. You do not need landing pages for each product or service because they do not link to your website. This good for businesses that do not have a complete website yet, but still want to get the word out about their product or service. Each snippets extension has a “heading” such as:

• Amenities
• Brands
• Destinations
• Degree programs
• Courses
• Featured hotels
• Insurance coverage
• Neighborhoods
• Service catalogs
• Models
• Show
• Styles
• Types

After selecting the header, enter the values such as “free Shipping” for amenities or any unique features your product or service has that your competition may not. This ad extension can add value by giving your potential client more information and differentiating your ad from competitors who are not using this extension.

3. Price Extensions 

Price extensions are a great alternative for businesses that do not have product feeds or is a service-based company. They can instead showcase products and services with price points. This extension presents themselves in search results below the main ad text which can lead to attracting greater attention to the ad as well as a curiosity to dive deeper into the content of your business’s website. You have a minimum of three and up to eight items, or cards, that can be added per price extension. A potential client can then scroll through and click on items individually to view. Like the structured snippets, Google has predefined types of price extensions:

• Brands
• Events
• Locations
• Neighborhoods
• Product categories
• Product tiers
• Service categories
• Service tiers
• Services

Each card has a header and description of 25 characters each, appearing above and below the price. This is important for business that do not have one set price point. A price qualifier can be added such as “from”, “up to”, and “average.” Price extensions can be added to the account, campaign, or ad group level. Note that adding to the ad group level is a great place for more detailed items to be tailored to a subgroup for example: “European cars” vs. “German cars.” These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling. This is ideal for seasonal or holiday promotions. 

4. Call Extensions 

Call extensions serve a phone number with your ads that is redirected to your official phone number. Since mobile is the primary device for search, you want to connect potential clients directly with your sales or customer service team by phone call. Use the PPC platform forwarding numbers. They will show your call information, call conversions, and valuable search data on how people are finding your business’s phone number. Note that a phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call. Also, the number of seconds should be defined based on each business’s unique phone behavior for closing callers. If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review optimization ideas:

• Are too many “wrong” numbers coming through? 

This could be due to the ad being triggered by different business names or competitors based on keywords. Check search queries and ask phone repetitives what they have been hearing from callers. These keywords can be used as negative keywords.

• Too many missed calls? 

Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the holiday shutdowns, for example.

• Calls from physical locations not serviced by your business. 

Adjust geotargeting to be more accurate. Also use this instant as an opportunity to learn more about these callers and the current market demand around your product, service, or industry. 

Let us help you with your Google Ads.  Call 248.528.3600.

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How do I create a Google Business Profile? 

You can create your profile through Google Search and Maps. First, sign into your business’s Google Account. Then go to “create a profile”. Next up, you enter the name of your business or select your business from the list of suggested businesses as you type. After that search for your business category. Once that is done, click “Next” and enter whether you have a location customers can visit. Follow that task up with entering the service area of your business, phone number, and website URL. After that you should be finished and all that is left is to choose a verification option. For more details visit Google’s Support Page or contact us, we’d be happy to help in addition to any Google related services. 

Bonuses to Have that Help Your Business  

Google Business Profile lets you select various attributes to let customers know special details about your business. These attributes also appear on your products in the Shopping tab when you add then to your Merchant Center account. Examples of attributes are women led business, black-owned business, LGBTQ+ friendly, etc. 

Performance Max campaigns help bring buyers to your stores by promoting your locations to shoppers when they are browsing on Google Maps, Search, YouTube, and the Google Display Network. This advertising strategy formally known as local campaign can help drive foot traffic by sharing store openings, special in-store promotions, updated business hours, and specific products that are available in nearby stores. Pair this with local inventory ads. Local inventory ads let potential clients know whether the products they’re looking for are available before coming into stores. You can showcase products that are available in your nearby stores on Google Search and highlight your fulfillment options like curbside pickup, pickup today, and pickup later. 

Measuring the impact your online ads can be done with Google’s Smart Bidding. This part of measuring in-store visits is vital for meeting your business goals. Use “Smart Bidding for store visits” or “Smart Bidding for store sales” to maximize total sales. Bid the right amount to attract the right customers. It does not matter whether they end up purchasing online or in your store. This is an important tool for helping increase sales and ensure you continue to be a business. 

Need help with using Google Business Profile or Google Ads? Call 248.528.3600.

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1. Content Campaigns
2. Contest Campaigns
3. Email List-Building Campaigns
4. Holiday Campaigns
5. User-Generated Content Campaigns
6. Event Campaigns
7. Product Launch Campaigns
8. “Ditch Your Old Product” Campaigns
9. Brand Awareness Campaigns
10. Partnership Campaigns
11. Give-Away Campaigns
12. Deal/Sale Campaigns
13. Google Ad Campaigns
14. Customer Loyalty Campaigns
15. Referral Program Campaigns
16. Influencer Campaigns
17. Thought Leadership Campaigns
18. FAQ Campaigns
19. AMA Campaigns
20. Viral Marketing Campaigns

Start your campaign today calling 248.528.360. 

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Now, let’s throw in PPC (Pay-Per-Click) in addition to SEO and SEM. PPC is another term for SEM or part of SEM. Pay-per-click and search engine marketing means paid digital marketing advertisements on search platforms. Pay-per-click can also be referred to CPC (cost-per-click), paid search, or search ads. This is used in paid search marketing, typically through search engines like Google and Bing. Marketers optimize content and websites for search engines (and humans), so they can better understand, access, and direct searchers to your website. PPC marketing and SEM overlap because:

• Both are paid initiatives.
• Both need a budget.
• Both make search engines like Google and other advertising platforms a lot of money.

SEO is not a component of SEM. PPC is typically the largest and most demanding component of SEM. Both PPC and SEM are paid initiatives that offer real-time data, ROI, and protected data that can only be accessed by advertisers on certain platforms. SEM includes PPC ads on not only search engines but also on third-party platforms like Amazon and YouTube, as well as industry-focused platforms like Houzz, Thumbtack, or Yelp. It also includes display ads and remarketing efforts.

Should you use SEO or SEM? Ideally, you would want to utilize both, but if you only have the compacity to use one here are some questions to help guide a decision:

• What are your goals?
  • SEM: drive web traffic quickly, promote a sale, more website exposer.
  • SEO: long-term growth, future results, and compounding value.
• What is your budget? 
• How is your site currently performing? 
• How much visitor data do you have or need?
• How is you online reputation? 

We provide both SEO and SEM service! Call 248.528.360. to get started. 

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1. Define your Goal & Market

What type of results do you want? For example, you want more attention to your content. Enter the keywords related to what users would search for to find your information. Or, if you need an increase in sales conversions, enter keywords that revolve around the moment of purchase.

2. Choose the Right Keywords for Your Ads

Use a Keyword Planner to determine relevant keywords for your products or services. Research the frequency or significant volume certain keywords are searched and how they change over time. Include links for users to go to that direct them directly to relevant information. Price Per Click (Pay Per Click) can help boost your campaign, but before you implement this action, calculate your advertising budget and estimate what you will need for each keyword.

3. Select a Type of Campaign 

• Search Campaign: Ideal for your potential customers to know your products or services. Goals include direct traffic to your website, increase sales or generate sales opportunities. You will only pay when there is an interaction (PPC – Pay per click).
• Shopping Campaign: Showcase your products in the biggest online marketplace. You will only pay when buyers click to go to your website or when they see local inventory.
• Display Campaign: Advertise on the Google Display Network or Google My Business. Promote your business on Google news pages, blogs, and websites like Gmail or YouTube.
• Video Campaign: YouTube is also a search engine. You will only pay when someone sees one of your ads for at least 30 seconds, sees it in its entirety, or interacts with it. 
• Mobile Campaign: This ad helps you to connect with potential customers on mobile devices through text, image, video, and HTML5 ads.

4. Make a Difference

Generate and attract interest. Think about what your client values and be respectful of their time. Find in their searches and associate them with the solutions you offer with your brand: to invite them to buy, fill out a form or the objective that you have previously set for yourself. Make sure to strategically plan out the frequency they will appear and avoid too many appearance; this could overwhelm the potential client. 

5. Link Google Search Console 

Google Search Console allows you to have access to the data. This will help you understand the relationship between organic searches and your Google Ads campaign. You will have an insight into how users are being reached through search. This will help in determining which type of ads best suites your target market for future marketing campaigns. 

6. Analyze & Optimize Your Campaigns 

Analyze your results. Determine which group of ads have a high conversion rate. What type of ad was most effective? Make adjustments to improve your campaign. Control the investment of your budgets, evaluate better performing keywords, and fine-tune your ROI. If need be, use Google’s Performance Planner. It forecasts your campaigns, identify new opportunities by period, and manages budgets for different accounts and campaigns.

Start your Google Ad Campaign today! Call 248.528.3600. 

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1. 3D Design

Tech and software capabilities are advancing year by year. Many designers are experimenting with 3D illustration and moving away from flat vector illustrations. With 3D illustration you can add depth and dimension. Incorporate this style into animations, typography, photos, and previous flat illustration to create a compelling attention-grabbing graphic for your digital marketing materials. 

2. Maximalism

Oversaturated the senses with bold color combinations, contrasting patterns, layered images, and repeated motifs. This trend leaves little white space with dense design with dramatic detail. Last year minimalism was the popular trend. If your brand relied heavily of minimalism find an agency that performs brand audits to see if you should continue to stick to minimalism or if you should re-brand with maximalism in mind. 

3. Simplified Logos

Many companies are stripping back from excessive detail and complex design elements in their logos. The lack of detail helps to appeal to new audiences, appears approachable, and is easier to apply on many different mediums from packages to websites. Use 2-3 colors max, basic shapes and easy to read text as a staring off point for a new logo.

4. Minimalist Retro

This is trend is perfect for nostalgic brands that rely on magazine or editorial style layouts and interesting packaging. Old-school fonts, muted color palettes, warm tones, soft shadows, and natural textures are elements that give a brand a vintage feel. 

5. Abstract Surrealism

Brands that encourage escape from reality and rely on a futuristic aesthetic fit perfectly with this trend. Fantastical illustration, evocative images, bizarre landscapes, and dream or nightmare-like designs elevate the brand on a whole new level. Apply these items to your digital marketing materials to really pop off. 

6. Dreamy Muted Gradients

Gradients that give off an ethereal fuzzy look and feel use soft pastels and grainy textures. Social media or app logos along with branding and presentation designs rely on these elements for visually pleasing aesthetic that isn’t too overpowering. If your brand wants to give clients a calm laid-back feeling, consider incorporating a gradient into your print and digital marketing material. 

7. Embracing Simplicity

It is always refreshing to go back to the basic simplicity of life. During the pandemic, many people took the time to apricate the small things in their life. Consistent basic geometric shapes, limited color palette, and line art are an excellent choice for classy brands that want to be warm and inviting.

8. Colorful Minimalism

Monochromatic palettes and maximum white space are popular for minimalistic brands that want to add a splash of excitement. Use large blocks of color, giant text, and imagery with spotlights of color. These designs really stand out on Pinterest boards and crowded social media spaces. 

9. Non-Fungible Tokens

While controversial due to its environmental footprint and concerns with copyright, the space for creators and buyers is growing. One step forward to fix the concerns is that NFTs now provide verifiable proof of origin and allow only one person to own them, increasing the artwork value. This good news for creators who worry about their creations being replicated without permission. Keep an eye out for NFTs fixes and plan for marketing projects to become artwork collectables in this space.

Call 248.528.3600 today to incorporate these trends into your marketing trends.  

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