Displaying items by tag: google
Google Has Done It . . . Again!
by Liliana Grace, Owner & Founder, L. Grace Brands
What do you think of their new search enhancements?
In January, I shared about Gemini and encouraged watch for upcoming changes Google would be making. I encouraged you that Gemini was (is) something to study, and AI is here to stay.
In advertising, the trends continue to show a decrease in AdWords spend and efficiency.
A recent study by SEM Rush reported an average 30% decline in AdWords advertising budgets for the categories of health and beauty, home products, and grocery. If the majors are shifting away from AdWords, where is all the money going? Data-based digital buying platforms. It’s as if they have been reading my blogs, too.
“Global programmatic ad spend is projected to reach $651 billion by 2025, accounting for over 82% of total digital ad spending. “Source https://www.byyd.me/en/blog/2025/03/us-advertising-market-trends/
Google Ads are a force, no doubt. However, we can’t ignore that programmatic does a better job in reach, automation, ability to scale, and leverage data segmentation. It also offers the freedom to best utilize the proper digital format and build brand loyalty, as well as get the click.
If you are relying on AdWords for your complete advertising strategy…, how do you feel now?
Remember the days when car dealers had large newspaper ads? What happened? The culture changed, and so did their advertising. That industry adapted and went online. Can you even imagine referencing the newspaper to see what cars are for sale when you are shopping for your next car?
If the auto industry saw this and adapted, how can you adapt? Should you adapt?
The future of search is and has changed. This change is massively changing your advertising strategy, whether you realize it or not.
The impact in 1 – 2 years to your organization will be significant if your strategy doesn’t adapt.
Do all these advancements create a short attention span? Yes
Does it create an increased demand for customization and personalization? Yes. Yes. And Yes
Access to information is faster and easier than ever before. That also means access to misinformation is also readily available.
So, what does this mean, and how will this impact your clients and your donor marketing?
It means having a strategist for your marketing has never been more important than now.
What are 2 things you can do today?
- Review your advertising, digital strategy, and digital footprint.
- Is it costing more to get the same results?
- Are your results not what they used to be?
- Have you diversified into multi-channel digital platforms (not just social, think bigger than AdWords)
- Is your website optimized for mobile and AI search results?
- Personalize the Experience
- What is the personal experience people have with your brand?
- How are you expanding this? What is your community engagement strategy?
- What is your donor and client retention strategy?
- Anchor this in knowing your Persona
- All strategies need to be based on connecting with your Persona. (See April’s article and reach out if you’d like the Persona card game)
In summary, understand AI and all the things that are here and still coming. The foundation of your marketing starts with a solid persona and viewing everything through their eyes. In all this impersonal technology, your client still wants the human experience. Look for opportunities to blend the proper use of technology in your marketing to increase efficiency, as well as add the unique human elements to customize their experience.
Need help? Reach out!
LGM specializes in strategy, consulting, and multimedia placement across all digital as well as traditional platforms for all industries.
The most important takeaways here are to learn, stay up to date, and create a strategy to help guide your growth. There are many great agencies ready to serve your growing needs.
To your continued success,
Liliana Grace
Owner & Founder, L. Grace Brands
What PHCs should know about Google
by Brad Mandel, Ad America Internet Marketing & Yellow Page Services
At your next staff meeting, write down all of your services, then write down the number of ways you might search for that service on Google. The final step is to search for the service you provide in your serving area…how many times do show up in the towns you serve?
According to Google, 97% of all consumers are searching for a local business online.
Did you know...?
When an abortion-minded woman does a Google search on her cell phone, Google delivers the “map results” of exactly where she is standing? If your center’s online information is well-optimized, your location will pop up.
Potential clients want to find you. How can they if you don’t have a “places” listing on Google?
First, head to the homepage of Google Places and sign in with your Google account. Go to Google Places, type in your phone number, and edit the information to claim your business listing. Your company information might already be within Google’s directory. It could also be out of date and have an old address or phone number where you can revise or clean it up.
Submit: When you are done, scroll to the bottom of the page and hit submit.
Validate: You will be given an option to have Google call you or mail you a post card to verify your information. Verifying by phone is faster and easier!
Finish: Once you have verified the PIN, hit finish. Your site will now be posted on Google.
- Make sure that your address populates on the map.
- Make sure your category is correct.
- Check to see if your name is listed the same way on other sites.
Congratulations on taking this first step in increasing your visibility online through Google! I say the first step because this is an ongoing process that you are going to need to work on as time continues. Google searches the most up-to-date and relevant content. It is up to you to show Google that you are the best business in your industry.
Having additional places where you show up on the internet helps Google confirm that you are an important business for your industry.
