Acceptance of Circumstances, Being Found on Google, differentiation, Google Ads, Google Analytics, keywords, landing page, landing pages, lead generation, marketing best practices, Marketing Planning, online advertising, paid search, pull marketing, Results Analysis, Search Engine Optimization, search terms, SEM, SEO, staying current, strategic planning, target audiences, Target Marketing, Understanding Your Environment, website

Google Search Ads Not Converting? It May Not Be Your Ads Nor Landing Page That’s The Problem

Note: Because executing, monitoring, tweaking, analyzing, and reporting on Google Ads campaigns is one of our SEO company’s specialties, we decided to write a number of blog posts on the topic this spring that are more granular, and therefore, provide more detail and really get into the Google Ads weeds! So, enjoy this second post in our Spring 2024 Google Ads series of posts!

Sometimes, it’s hard to hear or accept that there may be challenges with the features/characteristics of the products, services, and solutions you offer. But, if you’ve been checking the “Search Terms” report under Auction Insights in your Google Ads account (and made sure your Google Search ads are being served up to the right “searchers”), your ads are achieving a decent click-thru rate (2.5% or higher), and you’ve followed landing page best practices (outlined in our blog posts about ensuring ad clickers have a smooth landing and about making sure your landing page isn’t too-self serving), then there’s a high probability that website visitors who arrived on your website from online advertising ad clicks just aren’t that interested in your products, services, and solutions.

Obviously, before you reach the above conclusion — that there’s something about your products, services, and solutions that may be turning website visitors off — you need to give your ads appropriate time to “convert.” If there’s a high cost associated with your product, service, or solution, and/or it tends to be a purchase or engagement decision that’s not made lightly/overnight, then you need to wait one or several months to determine whether or not your ads eventually “convert,” and therefore, cause ad clickers to take desirable actions on your website like completing an inquiry form, or reaching out to you by clicking on a hyperlinked e-mail address or phone number.

This is an image of handsome black man in a suit meeting with a pretty white woman. The image is shown to depict a business owner or representative meeting with a client. It is shown in conjunction with our Google Ads experts team explaining how you need to make serve your product features and characteristics appeal to your customers.

Revisiting Product & Service Features and Characteristics

The below list is not meant to be all-inclusive since the number of different products, services, and solutions available to businesses and consumers throughout the world is immeasurable, and there are countless different industries offering products, services, and solutions — each requiring very different product and service specifications, having different features, and meeting very different needs.

Some common product and service features and characteristics that should be considered and revisited to determine if they may be the reason behind website visitors NOT purchasing a product or engaging you for your service — or at least reaching out to your organization to learn more include:

  • Ease of use – how difficult is to use or learn to use product or service?
  • Convenience – how convenient is it to use product or service? Can it only be used in certain places at certain times?
  • Appearance/Look/Feel – of course, opinions about whether or not something is attractive can vary, but, overall, is the product or service something appealing/attractive?
  • Price – does the value or benefit of the product or service warrant what is being charged for it? What are competitors charging for similar products and what makes yours stand out if you’re charging far more? Will prospective clients recognize the “value-add” and be willing to pay for it?
  • Ability to solve target audiences’ problem(s) – does the product or service solve a common problem, or among everyone whose problem it solves, will it accomplish what it needs to accomplish in all/most cases?
  • Portability – can the product or service be used outside your home, town, or state, etc.? Therefore, is it “portable?”
  • Uniqueness – is your product or service different enough from other similar products or services, and unique enough to make the purchaser feel “special?”
  • Durability/Lifespan – how long will the product or service or the effects of it last? Is current pricing warranted given the product or service lifespan?
  • Relevancy – is your product or service in step with current times and your current marketplace, or is it dated or out-of-touch? Have competitors entered your marketplace to offer a more modern or relevant product/service?

Get a refresher on why both “product” and “pricing” are one of the 6P’s of marketing and questions you should be asking yourself about your product or service and associated pricing!

Need A Google Ads Expert To Analyze Why Current Or Past Google Search Campaigns Didn’t Work Or Aren’t Working?

Schedule a complimentary brainstorm with our Search Engine Marketing (SEM) team today using our calendar app or contact us!

advertising agency, Being Found on Google, digital marketing agency, Google Ads, integrated marketing, landing page, landing pages, lead generation, marketing best practices, Marketing Planning, online advertising, paid search, Search Engine Optimization, SEM, strategic planning, target audiences, User experience, website

Is Your Advertising Landing Page Too Self-Serving, And Ultimately, Hurting Your Organization?

As a Greater Boston digital marketing agency and SEO company, we’ve implemented and executed countless online and traditional marketing activities to drive traffic to our clients’ websites, particularly online advertising campaigns that include Google Ads search advertising. Since we’ve already outlined in a former blog post what makes for an effective landing page (and what a landing page is to begin with), we won’t repeat that information here. Instead, we want to focus on why what we consider to be a “self-serving” landing page can hurt your organization.

Why You Shouldn’t Make Your Website Landing Page All About You

As we’ve explained in a number of past blog posts, in the marketing and marketing-activity-results-tracking world, a “conversion,” is a desired/desirable action that a website visitor takes on your website. A website visitor conversion could be:

  • Signing up for your e-newsletter
  • Clicking on social media icons that link to your various social media profiles to visit them
  • Completing an inquiry or contact form
  • Clicking on a hyperlinked e-mail address to send you an e-mail
  • Clicking on a hyperlinked phone number to call you
  • Downloading a white paper or a pdf housed on your website
  • Purchasing a product, service, or solution, including tickets to an event
  • Providing an e-mail address, via a gatekeeper type system, in order to download a document housed on your site, or to complete some other activity

We think you get the picture!

A mistake we often see marketers/advertisers make, though, is focusing too hard/much on the actions that THEY want visitors to take on their website, i.e., the actions THEY consider desirable vs. focusing on the actions that visitors may want to take and the tasks they hope and want to complete when they visit a website that offers the products, services, and solutions you do.

What The “Bounce Rate” Can Tell You About Your Landing Page

GA4 Google Analytics allows organizations to view the “engagement rate” for all your website pages and posts, including your landing pages (even if those are hidden from the navigation that the general public sees, and are only used in conjunction with specific marketing activities/campaigns). The inverse of a website page’s engagement rate is known as the “bounce rate,” and that can be calculated by subtracting the engagement rate from 100% (if a page’s engagement rate is 60%, then the bounce rate is 40%).

If a large percentage of visitors “bounce” from a website page or post, it means many prospective customers or customers left your website from that particular page or post without interacting in any way with the page or post (e.g., scrolling down on it, clicking on links/calls-to-actions/call-out buttons contained on it to visit other pages of the site, starting or completing a form contained on the page or post, etc.). The higher the bounce rate is, the less likely the page satisfies the needs of various visitors to complete desired tasks/take beneficial actions on your site — tasks and actions that are of importance to THEM vs. YOU.

How To Lower Your Landing Page Bounce Rate

Granted there will likely be some overlap between the actions A VISITOR might hope and want to take on your site and the ones YOU hope and want them to take on your site, but you and/or your team should go thru the following exercise to make sure your visitors’ needs are met more often than your own, and that they are a priority.

As SEO experts, we’ve shared quite often, including in this blog post about how helpful content impacts SEO/ranking on Google, that Google rewards websites that are helpful and are about what users want and need, not just what the website owner/advertisers want and need. To ensure your visitors have a positive experience and your website is “helpful,” we suggest you do the following:

  • Make a grid, such as the one shown below, that lists all the tasks that you want visitors to complete on your site, as well as the tasks you believe visitors want to complete on your site. Really think hard and try to walk in target audiences’ shoes! Keep in mind that many individuals already receive e-mails from countless organizations on a daily basis, and many are reluctant to have their name added to another e-mail list. They know what will likely follow is a stream of e-mails to sell them the product, service, or solution they were investigating on your website, or ones asking for a donation, etc. Will you cause them to “bounce,” and lose them altogether as a potential customer because you kept certain content “gated,” or your marketing activity took them to a landing page that only allowed them to visit that particular page of your website vs. quickly/easily visit other pages of your site?
  • Review the grid you created and highlight those activities that you believe would be considered desirable/beneficial to both parties, i.e., your organization AND website visitors. Functionality should then be created/installed and included on your landing page to allow for completion of those tasks.
  • Then, review the activities which you believe are more valued by visitors (less preferable to your organization), and consider for which of those actions you’d be willing to provide functionality on your site for visitors to complete them. A great example, is requiring individuals to reach out to schedule an appointment to get pricing information. Even if your pricing is customer-specific/customized, many prospective clients may be reluctant to reach out, particularly if they aren’t in a financial position to invest in your product or service immediately. Think about what/how much downfall there would be to providing visitor functionality to get an estimate/access pricing information, and whether you’d be better off keeping visitors happy and on your website longer, or better off letting them bounce. Only you will know the answer to the aforementioned and the implications of trade-offs.

Ultimately, the more the scale swings in the favor of your website visitor vs. your organization when it comes to desirable action-taking, the more your organization will likely be to succeed at providing a great user experience, ranking better in search engines, and ultimately driving sales from satisfied visitors who were able to obtain the information, and complete the tasks they wanted, without being on the receiving end of what might be perceived as too “hard of a sell” by your organization or a too “self-serving” website.

Get Complimentary Advice On Landing Pages From Online Advertising Experts

Want objective advice on how to set your landing page up so that both your organization and visitors achieve their objectives? Schedule a complimentary online advertising brainstorm with us!

Being Found on Google, Google Ads, Google Analytics, Google Nonprofit Ad Grant, keywords, landing page, landing pages, Marketing Planning, Nonprofit Marketing & Communications, online advertising, organic SEO, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, website

How Much Should I Spend On Google Ads?

As a digital marketing agency and SEO company specializing in both paid SEO (Google Ads) and organic SEO, we often get asked the question, “how much should I spend on Google Ads?” This isn’t going to be a long blog post because the answer to the above question is a fairly straight-forward one — one that focuses on Google search advertising vs. Google Display advertising, or Google’s hybrid form of advertising, known as Google Performance Max.

How To Set A Google Ads Budget That’s Right For Your Organization

When deciding what $ figure to set your Google Ads Search advertising daily budget to (your budget is set at the campaign level and is entered as a daily amount you’d like Google Ads to spend on your media/ad buy vs. a weekly or monthly amount), you should keep the following in mind:

  • What Size Google Ads Ad Spend Can You Afford To Carry/Cover On Your Credit Card? You will need to provide Google Ads with a credit card that it will debit for your ad spend/ad buy. Normally, your card will be charged once or twice a month to cover the cost of clicks on your ads (you will be paying for ad clicks vs. ad impressions (the serving up of your ads to one set of eyeballs/searcher) that have accrued since the last time Google Ads charged your account.
  • What Is The ROI (return-on-investment) For Your Advertising? As long as the money/revenue you are making from actual product sales or engagements for services generated by your ads outweighs to a decent degree the cost of your advertising and other acquisition-related costs (such as someone’s time processing an order generated by an ad), and you are financially comfortable accruing and covering the associated ad spend, you likely will want to continue running your ads, but also test the results of “upping” your spend. As long as your Google Ads continue to generate a positive ROI, why not keep employing and testing a slightly higher ad spend every 2-3 months?
  • Are There Enough Opportunities For Google To Serve Up Your Ads To Your Target Audience In Your Geography For Relevant Terms? This equates to are enough people who meet your targeting criteria (age, gender, income level, parental status, plus geography), searching on relevant terms in Google? This can be assessed by checking to see if your initial or increased daily budget is being fully used 85% or more of the time — therefore, the total cost shown in your Google Ads account for any particular campaign (charges accrued for ad clicks, which equals the # of ad clicks generated times your average cost-per-click) associated with your advertising for a particular timeframe fairly closely aligns with the budget you set for that timeframe.
  • To What Degree, Will Your Google Ads Cannibalize Your Organic (Unpaid) Search-Engine Traffic? An SEO Rankings Audit and/or a review of your organic search volume and nature, using your Google Analytics and Google Search Console accounts, will help you determine if there are big concerns about your paid ads causing appropriate searchers to not find you as frequently for an organic listing that comes up in search results because search ads are appearing too frequently above organic listings that link to your website or Google My Business Profile. If proper conversion-tracking is set up on your website, you can determine which form of traffic — paid search/Google Ads vs. organic search traffic “converts” better, i.e., causes website visitors to complete meaningful actions on your site, such as e-mailing you, or completing a contact inquiry form. As you continue to increase your budget, keep an eye out for shifts in the degree to which individuals are landing on your site from an organic search. If your organic search traffic converts better than paid search, you may determine a particular ad budget/ad spend doesn’t make economic sense for your organization because you are cannibalizing too much profit-producing organic search traffic, and you may want to decrease your budget, so that your paid ads appear less frequently.

What Google Ads Daily Budget Should I Start Out With?

We recommend that, at a minimum, you launch any brand new Google search advertising campaign with a daily ad spend that equates to $500 a month, so roughly $17.00 a day. If, by employing conversion- tracking, you are able to determine that your Google Ads campaign ROI is positive, then we suggest making small incremental upticks in daily budget spends, as discussed above.

While Google Ads’ keyword planner tool provides an estimate of what the cost-per-click might look like related to a particular search phrase for which you’d like your ads to be served, it is just that — an estimate. Many factors influence your cost-per-click, such as the number of competitors in your marketplace who want their ads served up for the same terms you do, the click-thru rate on your ads, the Google Ads optimization score assigned to your ads, and how cohesive Google views your keywords, ads, and ad website landing page to be.

Does Google Ads Offer Nonprofits Discounted Advertising Pricing?

Well, actually, yes, in a way they do. As we explain in our blog post about the benefits to nonprofits of Google Nonprofit Ad Grants, nonprofit organizations who qualify for such grants are able to employ $120,000 in free annual Google Ads search advertising.

Got Google Ads Questions? We’ve Got Answers.

Our team has roughly 15 years of Google Ads experience — from both corporate marketing, and consulting roles — related to executing, optimizing, analyzing, and reporting on Google Ads search, display, and Performance Max campaigns for nonprofits and for for-profits of all shapes, sizes, and industries. We’d be glad to chat with your organization on a complimentary basis about whether or not we believe Google Ads advertising makes sense for your particular organization.

Acceptance of Circumstances, Being Found on Google, Google Ads, online advertising, organic SEO, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO tags, technical SEO, Understanding Your Environment, website

SEO VS. SEM

Being an organization that offers both traditional and digital marketing services, but specializes in SEO and SEM, we get asked all the time by prospective and existing clients whether they need to invest in both SEO and SEM strategies. We’ll be providing an answer to that further on in our blog post. But first, we need to explain the difference between SEO and SEM.

What’s The Difference Between SEO and SEM?

SEO is the acronym for “search engine optimization.” SEO is all about employing a variety of initial/one-off/one-time tactics, as well as implementing ongoing SEO tactics, to ensure your website and other digital properties/assets — such as your Google My Business Profile, and social media profiles — rank well in search engines. And, by ranking well, we mean listings for your digital properties appear high up in search-engine results for desirable, relevant phrases that your target audience(s) enters into a search engine to find an organization like yours.

The following activities fall under the broader SEO umbrella:

  • Organic SEO tactics: these are tactics you implement on your various digital properties that you don’t pay for (except for in the cost associated with the human time and energy spent on these tactics); these tend to include activities such as writing and posting content that answers target-audiences questions and that they find helpful, and appropriately “tagging” content and “images” using meta and alt-tags (behind-the-scenes tags)
  • Technical SEO tactics: these are tactics that impact a search engine’s desire/willingness to serve your site up in search results, such as making sure your website is mobile-friendly and doesn’t have a slow load speed
  • Paid SEO tactics: unlike the two tactics outlined above where the primary cost associated with the tactics are human resource ones (either in-house marketing team or a marketing agency or marketing consultant you hire), these are tactics for which you have to pay for a media or advertising buy, in addition to the human time involved. And, as you’ll learn below, paid SEO = SEM.

SEM is the acronym for “search engine marketing.” As we mentioned above, SEM is paid SEO. Some also refer to SEM as “paid search.” It involves paying for advertising, like Google Ads or Bing Ads, so that your ad appears at the top of search-engine results for relevant, desirable search terms used by prospective customers.

When Should You Employ SEM/Paid SEO Tactics?

For many clients, we both oversee their organic SEO and their SEM/paid SEO tactics. So, why do these clients need to employ both types of tactics to appear at the top of search-engine results? These are the three key reasons.

  • The client is in a very competitive marketplace. This means there are numerous other organizations offering similar products, services and solutions in the same geography — which likely means there are numerous organizations who are employing best organic SEO tactics, too, to appear naturally at the top of search-engine results.
  • Several or many key competitors are running paid Google or Bing Ads, which means the only way the client can appear at the top of search-engine results (since those paid ads vs. organic listings will take up the first few results listings related to a particular relevant search) is by buying and running “paid search” ads themselves.
  • A page of the client’s website is being served up in search-engine results for a particular search phrase, when the client actually wants and needs a different page of their site to appear in search-engine results.

The SEO Bottom Line

So, what should you take from all of this? If you’re an organization offering products, services, and solutions in a crowded marketplace, you’ll probably want and need to employ all of the three types of tactics listed above: organic SEO, technical SEO, and paid SEO/SEM.

Reach Out To Speak With Our SEO Services Team

Our SEO team is glad to speak with you about your organization’s SEO opportunities and challenges. We can help you determine which types of SEO tactics need to be implemented in the short-term, and which make sense for the longer-term. So please reach out for a complimentary discussion with our SEO experts.

Acceptance of Circumstances, alt-tags, Being Found on Google, digital marketing agency, Google Ads, keywords, marketing best practices, marketing consultant, online advertising, organic SEO, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, SEO tags, website

Why You Need To Think Of SEO Like Jello

As we discussed in our blog post about four things getting in shape and SEO have in common, SEO is not a one & done, or set it & forget it activity. And, particularly, if your organization hasn’t given much thought in the past to optimizing your website and your Google My Business Profile for search, suddenly employing SEO best practices and tactics isn’t going to cause your website or your Profile to rank well overnight for desirable search terms.

In our blog post about ranking for “things to do in any town” we talked about one of our SEO retail clients with whom we’ve been working for about a year at the time of this post. This client’s business model is focused on individuals visiting their storefront in a large U.S. tourist city, and on in-person sales vs. online sales.

All the initial and ongoing SEO tactics that we’ve put in place are really gelling now, and from February 2023 to January 2024, search-engine/organic search traffic to their website has doubled and the percentage of overall traffic represented by organic search traffic has grown to 66.75% from 41.32%! But, as indicated by the year-long timeframe — while we slowly began to see improvements in the # of individuals who found and visited the site because of a search-engine search, and we began seeing the percentage of overall website traffic represented by organic search slowly rise, it did not happen overnight.

Similar to jello made by using a gelatin mix like Jell-O that you combine with hot water, SEO tactics take a while to gel. You can’t expect instant, sudden results.

SEO Tactics We Employed To Double Organic Search Website Traffic And Cause Google My Business Profile To Rank Better:

  • Initial best practices we employed:
    • Conducting keyword research and employing appropriate high-volume keywords in page title tags
    • Revisiting existing website content and peppering high-volume keywords in page content, as appropriate
    • Adding inner-page links to main website page content
  • Implemented a blog section on website to support ongoing SEO:
    • Began posting about topics relevant to the time-of-year/season that focused on “things to do” type terms, such as romantic things to do in New Orleans
    • Continued to add new blog posts throughout the year — one or two a month
    • Optimized both the post title tags and the alt-tags for any images used in the post
    • Incorporated inner-page and inner-post links in content
    • Submitted the new blog posts for indexing/crawling by Google
    • Added an update to client’s Google My Business Profile that linked to the blog post we just added to the website

The Moral Of Our SEO Success Story

The moral of the above and other client SEO success stories is this. Don’t have unrealistic expectations about the timeframe during which you’ll see results from your SEO tactics; however, if you do implement effective initial and ongoing SEO tactics, it’s very likely you will begin to see the fruits of your labor in the form of improved rankings for desirable, relevant search terms in 6 – 12 months.

As we explained in this blog post about when to employ paid search advertising, such as Google Ads, if your organization needs to rank better immediately in search results for terms entered in search engines by target audiences related to the products, services, and solutions you offer, you may want to consider search advertising.

Free Search Advertising For Nonprofits Who Qualify: Google Nonprofit Ad Grants

And, if you’re a non-profit organization, be sure to to determine whether or not you qualify for free paid search advertising available under Google’s Nonprofit Ad Grant Program.

Our Team Of SEO Experts Is Here To Help

Our Boston digital marketing agency’s team has more than 15 years of experience related to recommending and implementing both organic SEO tactics and paid SEO (SEM) tactics — for both for-profit and non-profit organizations. Reach out today to schedule a complimentary discussion about your particular organization’s SEO challenges and opportunities.

Being Found on Google, digital marketing agency, Google Ads, Google Analytics, integrated marketing, lead generation, marketing agency, marketing best practices, Marketing Planning, Nonprofit Marketing & Communications, ongoing digital audits, online advertising, online presence, organic SEO, paid search, Results Analysis, sales, Search Engine Optimization, search terms, SEM, SEO, social media, strategic planning, target audiences, Target Marketing, website

4 Free Google Accounts Each & Every For-Profit and Non-Profit Organization Needs

Regardless of whether your organization is for-profit or non-profit, because it’s highly likely you want target audiences to learn about your mission, products, services, and solutions, and you want to be able track which marketing and communications activities are creating awareness and sales/engagement, you’ll stand to benefit greatly from setting up and using the following four types of free Google accounts:

  1. A Google My Business Profile – this supports your organization being found locally by relevant searchers, since often Google will serve up a Google My Business Profile in lieu of a website for searches that include “near me” or the name of a city or town. You don’t want to miss on out on the opportunity to make target audiences aware of your organization!
  2. Google Analyticsa GA4 Google Analytics account will allow you to analyze which of your marketing activities are driving the most traffic to your website, e.g., Google Ads, social media advertising, organic social media posts, search-engine optimization tactics, or e-mail/e-newsletters.
  3. Google Search Console – this tool serves a couple of purposes. It allows you to see for which search terms Google is most frequently serving up your website. And, then, for which search terms for which Google serves up a listing (which includes a link to your website) are searchers then clicking on the link to visit your site. This free Google tool also lets you see, on average, where in Google Search results listings, a listing with a link to your site appears, and the % of people who click on a listing link when it is served up to them. You can also use your Google Search Console account to submit revised or new blog posts or website pages for indexing/crawling, so that you don’t have to wait for Google to find this new and revised content, and therefore, wait for Google to start serving it up in search results for relevant searches.
  4. Google Tag Manager – this tool allows you to set up tags that track various actions that a website visitor can take on your website. These tags basically “fire” and provide data to and in Google Analytics when visitors take actions like completing and submitting an inquiry form on your website, clicking on a hyperlinked e-mail address or phone number, scheduling an appointment, or purchasing something. Such desired actions by visitors are known as “conversions.” Without the use of a conversion-tracking tool like Google Tag Manager, you’re never going to know what marketing activities are causing website visitors to “convert,” and as a recent article about analyzing digital advertising results from Search Engine Land explains, that’s so important to understanding the effectiveness of various marketing activities and where to spend your marketing time and dollars.
This is a square image that has a light gray background and uses light blue and charcoal colored text to convey the following: "4 Google Account Every For-Profit and Non-profit Organization Needs: google my business profile, google analytics, google search console, google tag manager. The image contains our digital marketing agency's logo (Results Communications and Research), plus the Google icon.

Need Help Setting Up Google Accounts?

Our team is always here to help. Contact our Boston digital marketing agency today for assistance or learn more about such services on our Google Analytics Set-up and Reporting and SEO services pages.

Being Found on Google, Google Ads, Google Nonprofit Ad Grant, lead generation, Nonprofit Marketing & Communications, online advertising, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, website

How Nonprofit Arts Organizations Can Benefit From A Google Nonprofit Ad Grant

In our most recent blog post about how to market your organization’s opportunities for someone to enjoy an experience, we talked about how organizations offering classes, performance events, or other experiences can rank better/be found on Google. Nonprofit arts organizations can supplement ranking well “organically” by employing very generous paid search/Google Ads $$ available from a Google Nonprofit Ad Grant.

We’ve already written a number of blog posts about Google Nonprofit Ad Grants, and we invite you to check out this most recent Google Nonprofit Ad Grant post, which contains links to all of them, to learn why your organization might benefit for such a Grant and how they work.

This shows just the middle portion of two people's bodies. One is dark-skinned, the other fair-skinned. Based on colored short-sleeved shirts they are wearing, it appears to be two men who are strumming guitars and standing at one or several mikes.  This image of a live music performance is shown in keeping with our Boston SEO services company's blog post about using a Google Nonprofit Ad Grant to support your nonprofit arts organization.

How We Help Arts Nonprofits Optimize Their Google Nonprofit AD Grant

Our Boston SEO Company is currently working with a number of non-profit arts organizations to help them optimize their Google Ad Grant. So, just what does that mean?

  • We make recommendations on how to structure their account, i.e., how many distinct ad campaigns within an account are needed and how many sub-campaigns (known as Google Ads ad groups) are needed.
  • We write Google search ad content/copy for client’s review and approval.
  • We develop and implement search term/keywords lists which will prompt the Google search ads available thru a Grant to be shown to appropriate searchers.
    • We take a creative approach to this, including identifying and employing terms related to people looking for solutions to problems or ideas for local experiences or experiences at places they plan to visit for fun or for work, i.e., we walk in tourists’ and residents’ shoes.
  • We work with clients to put appropriate “conversion” tracking in place.
    • As part of the above, we talk about what activities non-profit organizations want site visitors/ad clickers to take on their site (known as conversions), such as signing up for an e-newsletter, buying tickets, calling, and filling out an inquiry form.
    • We work collaboratively with an organization’s internal webmaster or external web developer to put appropriate tracking in place.
      • The above will likely involve using Google Analytics and Google Tag Manager.
  • We keep a really close eye on how an organization’s Google Ads are performing — are they generating impressions (being served up), are they generating clicks, what does the click-thru rate look like, are conversions being generated?
  • We independently make small tweaks to campaigns to improve performance; we reach out to clients for approval to make larger/sizable/significant revisions.
  • We provide informal (e-mail) updates on how campaigns are performing, more formal Excel, Powerpoint, and/or Google Sheet reports for sharing with nonprofit Board members, and will meet with clients monthly via video-chat services, like Zoom, to discuss Google search ads results and implications.
    • As part of the above, our two teams talk about upcoming events or new website pages to which we want to drive traffic (the aforementioned may require us to set up a new campaign or ad group.)

Learn More About Our Google Nonprofit Ad Grant Services

This shows numerous individuals painting at painting easels at a painting class. This image is shown in keeping with our Boston SEO services company's blog post about using a Google Nonprofit Ad Grant to support your nonprofit arts organization.

You can learn more about our Boston digital marketing agency’s Google Nonprofit Ad Grant services, and client we’ve worked with, on our Google Nonprofit Ad Grant Services page. Our team of Boston SEO experts and Google Nonprofit Ad Grant experts is always here to help, so please don’t hesitate to reach out, or to set up a complimentary discussion about your particular nonprofit organization’s marketing challenges and opportunities.

advertising agency, Being Found on Google, blog, Blog, Blogging, brand promise, Consulting, content marketing, digital marketing agency, diverse experience, good will creation, Google Ads, integrated marketing, keywords, marketing agency, marketing consultant, Marketing Planning, Nonprofit Marketing & Communications, online advertising, online presence, organic SEO, paid search, post-pandemic marketing, PR firm, public relations, Search Engine Optimization, search terms, SEM, SEO, social media, social media strategy, social media voice, strategic planning, target audiences, traditional marketing, website

Should I Hire A Marketing Agency, A Marketing Consultant, Or A PR Firm?

Regardless of the size of your organization, it can be confusing to figure out what type of marketing agency or marketing consultant to hire to help you create awareness, and ultimately cause sales of your products, services, and solutions. The ability to market digitally/electronically — that came with wide-spread adoption of the internet — brought with it the following changes when it came to organizations engaging outside help for their marketing (outsourcing their marketing), whether it be for one-off/one-time work or ongoing work.

How Digital Marketing Leveled The Playing Field For Both Advertisers and Ad Agencies

  • Organizations who couldn’t afford the high costs associated with producing TV, radio, transit, or outdoors (billboards or other) advertising, found new, more affordable marketing activities were now available to them in the form of social media posting and advertising, tactics that support websites being found on Google and other search engines for desirable search phrases (organic search tactics/SEO tactics), paid search engine ads/marketing (SEM), e-blast and e-mail marketing, and more.
  • Since many organizations looking for marketing help no longer required the infrastructure and diverse skillsets associated with marketing tactics that involved large production activities and costs, some realized they no longer needed to hire a full-service large advertising agency — think the type of agency featured in the acclaimed TV series, “Mad Men,” or on “BeWitched,” as smaller marketing shops, like ours, could meet their digital marketing needs and/or traditional marketing needs related to activities that don’t require a lot of production, such as Public Relations (PR), or print advertising.

Getting back to whom your organization should consider hiring for ongoing marketing services or one-time/one-off marketing project work/help, here’s one Boston digital marketing agency’s, Boston SEO company’s, and Boston marketing consultant’s thoughts — yeah, we consider ourselves to be all of the aforementioned, and for clients who engage us for non-PR work, we can also be engaged for help with PR since our Principal has a great deal of PR experience.

This is a square gray image with our Boston digital marketing agency's logo (Results Communications & Research's) logo at the bottom. At the top of the image in big bold letters it says "Should I Hire An Ad Agency, A Digital Marketing Agency, Marketing Consultant, Or PR Firm?" Underneath That In A Dark Powder Blue It Says" Read One Marketing Professional's Thoughts."

How To Figure Out What Type Of Marketing Firm To Hire And Questions To Ask

Branding and Design Firm. A firm that refers to themselves as a branding/brand and design firm primarily focuses on helping you figure out the look and feel of your brand, including the logo, colors, and graphic elements that will be associated with your brand. They usually offer website design services, but not always. And, some do offer other digital marketing or traditional marketing services thru collaborations or partnerships with digital marketing agencies, advertising agencies, or marketing consultants, or marketing freelancers. So, if you know you will need particular digital and/or traditional marketing services after working with the branding firm to develop or execute a new brand identify for you, ask in advance if they offer those services, so you will know whether you will have the burden of hunting around after for someone to help with traditional and digital marketing services — particularly to drive traffic to any new site you engage them to design for you.

Digital Marketing Agency. Digital marketing agencies tend to offer both higher-level strategic planning services, as well as hands-on/execution services, related to any marketing tactic that is digital or electronic related, including: e-blast/e-mail strategy and execution services, social media strategy and voice (actually writing and scheduling of social media posts), online advertising (social media/display advertising, Google Ads or other search engine advertising), blog strategy and voice work (actually writing and posting of blogs to your website), and search engine optimization (SEO) strategies. Most will offer content marketing services as well to help you figure out what content your target audiences are most interested in, and an editorial calendar for serving up such content on your website. Website content writing services likely will be available as well.

SEO Company. Because paid search engine advertising/marketing (SEM) supports an organization ranking well in relevant search engine results, as our Boston SEO company does, most SEO companies offer strategy and execution services related to both organic search/organic SEO tactics, as well as paid search advertising services. Some will offer some additional digital marketing services as well.

Marketing Consultant. In the almost nine years since we launched Results C & R, we’ve met a large number of marketing consultants. The degree to which they offer hands-on/execution work vs. developing high-level strategic plans tends to really vary. Some offer a number of hands-on services, in addition to helping you develop a strategic marketing plan, while others don’t do the actual marketing tactic execution work. If your organization has a number of internal marketing people who can actually oversee or execute the marketing plan developed by a consultant, a marketing consultant may be just what and all that you need.

Public Relations Firm/PR Firm. The focus of public relations firms is to get your organization unpaid-for-advertising/marketing. By helping your organization develop a strategy for causing various reporters and media to cover your story, they help your organization get mentions and attention without the cost of an expensive advertising campaign. PR firms also tend to offer event planning services since an event may be the perfect way to create awareness of your organization and/or create good will among your target audiences. Keep in mind that if you only need help with putting on an event vs. getting regular/ongoing press coverage, you could consider hiring an event planning firm. Many event planning firms also have experience getting media/reporter coverage for an event as well.

In general, the biggest overlap between a digital marketing agency and a Public Relations firm is that they both tend to offer social media services, since social media posts — particularly organic vs. paid/boosted social media posts — can help to generate good will and create awareness of an organization’s products, services, and solutions.

Advertising Agency. Nowadays, when people think of, or decide to hire an advertising agency vs. a digital marketing agency, it’s related to the fact that advertising agencies can pull in the right team members or hire the right contractors for a marketing campaign that requires heavy-duty production. As we mentioned above, scripting and executing a radio, TV (network or cable) or streaming advertisement requires the collaboration of a bunch of individuals with diverse skillsets, the renting of studios and/or locations in which to film, the hiring of “talent” for the broadcast spot — whether it be aired on the radio or TV. Activities like the aforementioned are often the reason why, in our current day and age, an organization would look to hire an advertising agency vs. a digital marketing agency. Although, most advertising agencies offer digital marketing services, in addition to traditional ones.

Web Design/Web Development Firm. Web design and web development firms are exactly what their name indicates — firms who help design and develop websites for clients. Many also offer logo design or other graphic design services because of their web designers’ ability to successfully complete such work. All web design/web development firms DO NOT offer SEO services nor do they always understand SEO, so if you expect or want to receive SEO services as part of your new website launch, be sure to ask any firms you are considering to design and develop your site, what knowledge they have of SEO and/or who they have on their team that has an SEO background. Otherwise, as we explain in this blog post, you’ll end up with a website that is not easily found via search engine searches.

Unfortunately, we regularly interact with prospective clients who had someone develop a beautiful, effective site for them, but the site is not being visited/found by target audiences because SEO tactics weren’t put in place by the web design/web development firm as part of the site development and design engagement.

This image shows the back of a dark-skinned woman who is wearing a striped white and light blue shirt. She is holding a pencil or pen above a notebook on her right-hand side and her left-hand is hovered over a laptop computer keyboard. The screen of the computer says "Marketing" in big blue letter. The image is being shown in keeping with our Boston Digital Marketing Agency's blog post about how to know what type of marketing agency or consultant to hire.

What Should I Expect To Pay A Marketing Agency Or A Marketing Consultant?

Based, again, on our 9 years of marketing agency and marketing consulting experience at the time of writing this post, we’ve found that, in general, the bigger the agency/marketing shop, the more expensive their hourly rate and marketing project fees are. Why? It mainly comes down to overhead and the costs of maintaining and marketing a larger organization, offering a large number of employees benefits, etc.

If your organization doesn’t expect to need the type of traditional advertising production work outlined above under the “Advertising Agency” section, you’ll very likely fare better financially hiring a smaller digital marketing agency or PR firm or a marketing consultant. Plus, you may end up getting more personal attention than you would with a larger agency. And, most smaller shops can pull in a collaborator, freelancer, or other agency or consultant, as needed.

We’re A Boston Digital Marketing Agency, Boston SEO Company, Boston Marketing Consultant, and Boston PR Firm All In One!

Due to our Principal’s more than 30 years of corporate marketing and consulting experience, we offer all the services called out in the heading directly above! We regularly meet with both start-ups and long-standing organizations — both for-profit and non-profit — for complimentary discussions about their marketing challenges and opportunities, so feel free to use our calendar app to schedule a FREE initial consultation https://calendly.com/gail-moraski.

advertising agency, Being Found on Google, digital marketing agency, Google Ads, Google Nonprofit Ad Grant, Instagram, keywords, landing page, marketing agency, marketing best practices, Marketing Planning, Objectives Setting, online advertising, organic SEO, paid search, pull marketing, push marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, target audiences, Target Marketing, traditional marketing, User experience, website

How To Know Where To Invest Marketing Energy and Dollars: Push Vs. Pull Marketing

Regardless of whether your organization has a small or large marketing budget and staff, you still want to spend your time and money on marketing judiciously. Who wants to throw either valuable dollars or time out the window, right?

Why not make this the year you ensure you’re maximizing your marketing efforts by revisiting your marketing plans based on the information shared below about what marketing tactics make sense based on available data.

What Is Pull Marketing?

Each marketing expert probably has their own thoughts on what they consider marketing tactics that fall in the “pull” category. But, at our Boston digital marketing agency and Boston SEO company, we think of “pull marketing” tactics as those to be employed if evidence shows that individuals are actively searching to identify someone in your geography who offers the products, services, and solutions to problems that your organization offers.

So how do you know if people are actively searching in the geography you serve for the products, services, and solutions you offer? The best way to ascertain the aforementioned is by conducting keyword research. As we explain in this previous blog post, keyword research helps you identify the average # of monthly Google searches that are conducted on search terms (known as keywords) relevant to your products, services, and solutions. Because of the tools to which you’ll need access and the challenges of figuring out how to structure your research, you’ll likely fare better by hiring an SEO company or a team of SEO experts, like ours, to conduct meaningful and accurate keyword research.

If keyword research does indicate a large volume of individuals are regularly searching to identify an organization like yours, then pull marketing tactics, such as optimizing your website to be found on Google via organic search engine optimization (SEO) tactics and/or paid search tactics (think Google Ads) make great marketing sense. You’ll still need to have an effective website (one with appropriate calls-to-actions and that provides for a strong user experience) to cause site visitors to take desired actions on your site (convert), but the two aforementioned tactics should definitely cause individuals who are “warm leads,” i.e., likely interested in your products because they are actively searching, to visit your website.

What Is Push Marketing?

We always like to say “push marketing” is about the putting the idea in the heads of individuals and organizations who might be a good fit for the product, service, or solution you offer. Push marketing tactics are all about serving up/providing information about your products or services to individuals who, based on various demographics and characteristics, such as age, gender, income level, job/career/industry, etc., might likely be interested in buying your product or engaging you for your service.

Examples of both digital and traditional push marketing tactics include: display advertising (both social media advertising and Google display advertising), banner advertising (ad purchased on a website that serves individuals and orgs. who might be a good fit for your product), and print advertising in a newspaper or magazine. The aforementioned list is not exclusive, but we think you get the picture.

So, when is push marketing warranted? Push marketing makes great sense if keyword research indicates that individuals aren’t actively searching in your geography to identify someone like your organization. Particularly when a product or service offered is a brand new one that your target audiences are not likely familiar with/don’t know exist, then focusing on executing effective push marketing tactics will be the most efficient use of your marketing time and dollars.

When To Employ Both Push and Pull Marketing

Organizations with particularly large marketing budgets and teams tend to employ both push and pull marketing tactics, and therefore, both pursue people that are “warmer” leads for their products and services, i.e., those who are actively searching AND people who are less warm but still might be a good fit for their products and services. A key reason they may employ both push and pull marketing tactics is that pull alone doesn’t bring in the volume of leads and sales they need to meet their sales objectives.

For smaller organizations who have fewer in-house individuals devoted to marketing and a limited marketing budget, the majority of marketing dollars and time should definitely be earmarked for the type of tactics — push vs. pull — that make the most sense for the organization, based on what keyword research and any other appropriate available data indicates. But, it’s likely still worth investing a small amount of time and dollars in push marketing tactics, like Google Display or Instagram/Facebook advertising, just to see what such tactics yield in results.

Our Team Of Marketing Experts And SEO Experts Is Here To Help

We always say our Boston SEO company and Boston digital marketing agency “never encourages clients or prospective clients to continue with or start with a marketing tactic that doesn’t make sense for them.” In fact, our company’s tagline since we launched our marketing agency in 2014 has been “maximizing results thru research-supported marketing.” We’ll never suggest a client employ a particular tactic, based on whether or not we offer a service related to it. If we don’t offer a marketing service from which research indicates a client would benefit, we’ll refer the work to a one of our fellow marketing collaborators. But, the very first step is holding a complimentary discussion to learn about your particular organization’s marketing challenges and opportunities, so please use our calendar app to select a convenient day and time for you if you’d like to chat!

Being Found on Google, blog, Blog, Blogging, brand promise, content marketing, digital marketing agency, Google Ads, Google Analytics, integrated marketing, keywords, Marketing Planning, online advertising, online presence, organic SEO, paid search, Post-COVID-19 Marketing, pull marketing, push marketing, Results Analysis, sales, Search Engine Optimization, search terms, SEM, SEO, SEO tags, social media, social media strategy, social media voice, staying current, technical SEO, website

Our Favorite Marketing Blogs and E-Newsletters

Note: This post was updated on July 15, 2022 to also incorporate favorite marketing podcasts, and also on November 25, 2022 to incorporate key places to obtain information on the new G4 Google Analytics property type (vs. UA/Universal Google Analytics property type).

Anyone who provides digital marketing services, like our digital marketing agency, or has a role at a organization where they are responsible for the planning, execution, monitoring, and reporting on of digital marketing tactics, knows that the landscape keeps changing. New social media platforms get introduced. The interfaces or management tools you use to execute activities or monitor results change regularly. It can all have your head spinning.

To help you “keep calm and carry on,” we thought we’d share a list of some of the organizations whose websites we go to when we are in need of answers and help or whose e-newsletters we read to stay on top of all things digital marketing and e-commerce. Since Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two of our Greater-Boston-Area digital marketing agency’s specialties — we love any digital marketing work that is technical or analytical — you’ll see a number of websites that focus on those topics below. Note: use the scroll bar underneath the table below to see right-most columns.

Cheerful, Pretty Woman Reading A Book Related To List Of Best Digital Marketing Blogs and E-newsletters

We hope the below makes your life as a digital marketer easier and welcome ideas for organizations we should add. We expect to continue to update this list as we discover more digital marketing experts to learn from. We’re all in this together as the digisphere continues to evolve! Note: use the scroll bar underneath the table below to see right-most columns.

Best Digital Marketing Blogs and E-newsletters

Publication/URLSearch Engine Optimization (SEO) and Search Engine Marketing (SEM/Google Ads)Social MediaE-mail MarketingOther
https://searchengineland.com/X
https://www.emarketer.com/XE-commerce, Retail
https://www.socialmediaexaminer.com/X
https://www.searchenginewatch.com/X
https://iab.comBranding, Consumer Goods Research
https://thirddoormedia.com/
XIncludes A Variety of Brands That Address Marketing Technology and Conferences
https://www.hootsuite.com/X
https://www.marketingprofs.com/Marketing events and Training
https://corp.smartbrief.com/Industry Updates, Including: Small business, Food, Finance, Healthcare, Education
https://www.smarketingconnect.com/XXXMarketing & Sales Podcasts and Training, Opportunities To Meet and Collaborate With Other Marketing Professionals
https://npdigital.com/XXX
https://www.seoblog.com/
X
https://ahrefs.com/XContent Creation & Marketing
https://seo-hacker.com/X
Favorite Digital Marketing Blogs & E-newsletters

Since we shared the info. above, we’ve come across some other very helpful and informative sites, including the following:

Digital Marketing Podcasts:

https://www.linkedin.com/company/bwg-strategy-llc/

SEO Guide For Lawyers:

https://www.camginc.com/services/seo-lawyers-personal-injury/

G4 Analytics/GA4 Analytics Info. Straight From Google:

Google Analytics Official Blog

https://blog.google/products/marketingplatform/analytics/

Google Analytics Help Center

https://support.google.com/analytics/answer/9164320