Demystifying the Google Guarantee

In today’s digital age, online reviews and search engine rankings play a crucial role in shaping the success of businesses. Recognizing this, Google has introduced a powerful tool called the Google Guarantee.

What Elon Musk’s Twitter takeover means for advertisers

Elon Musk jokes about a lot of things, but the Tesla and SpaceX founder certainly seems serious about shaking up Twitter. Following weeks of dramatic developments that included the rare adoption of a “poison pill” defense by shareholders, and of course, plenty of tweeting, the executive on Monday reached an agreement to buy the social media app for roughly $44 billion.

Apple Privacy changes impact on Facebook Ads

It’s finally happening. If you’ve watched the recent Netflix series The Social Dilemma you’ve seen how social media platforms are tracking us using data and how they’re feeding that data to advertisers. I had a few conversations with friends and family who also watched the movie. They all seemed a little shook at how their data is being used. Most came to the revelation of “oh, so that’s why I keep seeing the same headphones from Amazon in my newsfeed.” Now as a marketer who is uploading customer data to Facebook, Google and other ad platforms almost daily I would respond with “if you liked those headphones, isn’t it nice to get a reminder? and isn’t it better then getting hit over and over with a bunch of ads for stuff you don’t want?” Think about TV commercials, if you’ve ever been sick in bed on a monday afternoon and forced to watch the Price is Right you’ve seen an ad for the Hover round, the Clapper or AARP. TV commercials became so invasive that people have pulled the plug in dramatic fashion and are now using paid services like Netflix to get around them. At least with retargeting ads (this is what the ads that target users based on their data are called) you’re seeing products and services that you were actually interested in at one point.

Here’s a few examples of how small businesses will be affected by Apple’s privacy update:
You book a reservation online with a new restaurant. You go to that restaurant, have an amazing dinner and say to your date “this place is great, we need to bring our friends here.” You leave the restaurant and completely forget that you were there. Your parents come into town and you take them to Applebees because you completely forgot about the great meal you had at your favorite new restaurant. Now, say that restaurant is using a company like ours to handle their marketing. We pull all of the names, email addresses and phone numbers from their online booking software and upload to Facebook ads. Facebook then matches people’s profile based on the data that we uploaded. We use that new audience to setup an ad that says “You’ve been to our restaurant before, we’d love to see you again! Here’s an offer for a Free Appetizer on your next visit” You see that ad, and now your family is sharing a memorable new restaurant instead of eatin good in the neighborhood.

You visit a local hardware store website in the summer looking to rent a chainsaw. You don’t rent the chainsaw, but you like that hardware store and would rather support a local business than go to Home Depot or Lowes (who spend billions on TV ads.) That hardware store’s website has a Facebook pixel installed which essentially tracks users that come to their website so they can market to those users in the future. It’s now 8 months later in the middle of the winter and you’re desperately looking to buy a shovel and salt because there’s a foot of snow on your driveway. Home Depot and Lowes are completely sold out. You see an ad from your local hardware store pop up in your Facebook feed that says “We have shovels, salt and snow blowers in stock!” You shoot over to the hardware store, buy your shovel and salt and your problem has been solved.

Both of those examples show practical ways that using consumer data better connects consumers with the small businesses that matter most to them. Apple privacy settings update will not allow Facebook or other social apps to share the data. When this happens you’re essentially turning off the faucet for small businesses to connect with consumers and opening the floodgates for large corporations to drown you in ads.

For information about how we’re helping our clients combat this problem, please reach out through our website.
You can read more on Facebook’s stance on this new social dilemma HERE. There’s also a great article on CNBC that has more information including how the industry is adapting their advertising strategy.

Apple Privacy changes affecting Facebook ads

Apple Privacy changes affecting Facebook ads

A Comprehensive Guide to Google Ads Conversion Tracking

If you’re running a Google Ads campaign, it’s important to monitor your ads and keywords. After all, you want to see what’s working and what’s not. If you’ve had moderate success with Google Ads and you want more conversions, this article will help you restructure your Google Ads campaign and increase conversions. Google Ads conversion tracking is an all-inclusive tool to maximizing return on investment (ROI) within your Google Ads campaigns.
What is Google Ads Conversion Tracking?
Conversion tracking is one of the most powerful tools you can use in Google Ads. It provides critical campaign information like lead generation, email sign-ups, downloads, and sales. With conversion tracking, you can quickly identify which ads are performing well and which ads are not. It allows to you optimize your ads based on click-through rates along with altering text and keywords.
Every business operates differently; however, some businesses determine a conversion after a purchase, a newsletter subscription, a recent download, or the completion of an online survey. Once you’ve identified how you want to track conversions, it’s an easy process that only takes a few simple steps. If you’re operating on a tight budget and you want optimum results, Google Ads conversion tool is a great option for monitoring the effectiveness of a campaign.
Google Ads offers two methods for tracking conversions. The first method is their dedicated conversion tracking system. It allows users to specifically focus on conversions within their ads campaign. The second option allows users to import conversions from Google Analytics into Google Ads. Whether it’s Google Ads or Google Analytics, both options offer unique features for tracking conversions.
How to Set Up Google Ads Conversion Tracking
When logging into your Google Ads account, go to the tools and settings icon at the top of the page and click on conversions under measurement. Under conversion actions, users can configure a method for tracking conversions. This is also the location where Google Analytics data is imported. To import information, click on the “+” button on the left side of the screen. After clicking the “+” button, you will arrive at the screen that allows you to track conversions via your website, phone calls, an app, or by importing data from Google Analytics.
Website Conversions
Since website conversions are the most popular, we will begin with that. Next, you will arrive at the screen that allows you to create a conversion action for your website.

  • Category: Under the category section, you can track purchases, leads, page views, or sign ups.
  • Conversion Name: Under “conversion name”, enter the name you want to use to track the conversion.
  • Value: Value allows you to assign a dollar value to the conversion. Choose a symbolic dollar value or a calculated dollar value. Tracking is also available without allocating a dollar value.
  • Count: The count option allows you to select how many conversions to count per a click or interaction. Also, Google’s recommendations for counting conversions is highly recommended.
  • Conversion Window: Conversion windows tells Google the amount of time to go back when looking for transactions that resulted in conversions. The designated default is 30 days, but you can extend it to whatever time you want.
  • View-Through Conversion Window: View-through conversion window operates like the conversion window. For example, if an online visitor views an ad but doesn’t click on it, it’s considered a view-through conversion. By inputting data in the view-through conversion window, you can then decide how much data you want Google to include.
  • Include In Conversions: The include in conversions window allows you to include conversions in your conversion columns. In most cases, you want to leave it enabled. However, if you’re tracking micro-conversions, you may want to disable it.
  • Attribution Model: The attribution model option determines how to give credit to someone that clicks on your ad more than once. Your options are choosing first click, last click, time decay, linear, or position based.

Once you’ve completed the form, save it to retain the information. The next step is the tag setup option. The three available choices for adding tags are installation via a website code, emailing the tag to your webmaster, or installing the tag using Google Tag Manager. Google Ads Conversion differs significantly from Google Analytics. A code from Google Analytics is placed on each page of a website, whereas the conversion tracking code is placed on a specific webpage.
Google Ads users have the option of deciding whether to track conversions by a page or a click. Simply add the code via Google tag manager to your website. Once you’re in Google Tag Manager, generate a new tag. Then, name your tag by clicking on the folder icon. For the tag type, select Google Ads Conversion Tracking. Enter the conversion ID number along with the conversion label that you previously viewed. Next, scroll down and insert a trigger to the tag. Users have the option to create new triggers or use existing triggers. Finally, save the tag, so changes are applied.
App Conversions
Google Ads allows users to measure actions and app installs as conversions. Users can pull actions in from Firebase, Google Play, or from a third-party app. Select the action that you want and proceed with the configurations. If you select the Google Analytics App + Web option, you can import data from Firebase or Google Analytics. The Google Play option is for android apps, and it allows you to track clicks from the Google Play Store. Conversions are automatically tracked from Google Play; therefore, an additional tracking code is not needed. The Third-Party App Analytics allows third-party tracking from a third-party platform.
Phone Calls
Google Ads also offers the option of tracking phone calls as conversions. If you want to monitor incoming phone calls and potential leads, conversion tracking can help you with tracking conversions based on the type of phone calls you receive. The two most important benefits of this feature include having the ability to analyze ad groups and determine which ads are contributing to the most valuable phone calls. It also provides greater insight into your return on investment (ROI).
The three available options within Google Ads for tracking phone call conversions are as follows:
Calls from ads using call extensions or call only ads – This feature allows you to track calls that customers make from call only adds, calls, or location extensions. Google also requires you set a time minimum for each call.
Calls to a phone number on your website – With this option, you can track calls from ad clicks that were forwarded to the phone number displayed on your website. Like the previous option, a minimum call length is required.
Clicks on your number on your mobile website – Calls are tracked when a website visitor clicks on your mobile website ad. Unlike the other two options, you can only track clicks and not the actual phone calls.
Import
Google Ads also offers the option of importing conversions. Users can import conversions from Google Analytics App + Web, Google Analytics, Salesforce, third-party app analytics, and other data sources. Importing is a great option because it allows you to import offline data into an online interface while the other data sources allow you to import data from clicks or calls.
Google Ads Conversion Tracking v. Google Analytics
The method in which conversions are tracked in Google Ads as opposed to Google Analytics is different. Google Ads can count multiple conversions or a single conversion per click, whereas Google Analytics allows the counting of a single goal per session along with multiple transactions. Both platforms allow the use of JavaScript code. Google Ads can only track conversions that come from existing ads whereas Google Analytics can track conversions from all marketing channels. Both options allow the assignment of a dollar value, and Google Ads attributes a conversion to the last add clicked whereas Google Analytics contributes a conversion to when the conversion occurred.
In conclusion, Google Ads Conversion Tracking offers a broad range of options to analyze a campaign’s performance. Remember, Google Analytics and Google Ads Conversion Tracking will provide different data for the same campaign because of how each platform calculates and determines conversions. Google offers both options, so choose the option that best suits your needs.

Hospital Heroes Food Drive

WITH DOCTORS AND NURSES NOW WORKING AROUND THE CLOCK ON TESTING AT HOSPITALS, URGENT CARES AND NURSING HOMES THEY’RE GETTING LITTLE DOWN TIME AND LIMITED ACCESS TO MEALS. THEY’RE ALSO WORKING IN AN EXTREMELY STRESSFUL ENVIRONMENT, SHOWING THAT THE COMMUNITY IS LOOKING OUT FOR THEM HAS MEANT THE WORLD. IN AN EFFORT TO HELP MEDICAL WORKERS STAY NOURISHED AND POSITIVE WE’RE PARTNERING WITH LOCAL RESTAURANTS TO DELIVER QUALITY FOOD DIRECTLY TO THE TESTING AND TREATMENT SITES.
HOW CAN YOU HELP?
Buy a meal! Partner restaurants are being paid around $6 per meal which barely covers their cost. CLICK HERE to make a donation through our partners at The Trauma Survivors Foundation.
Become a restaurant partner! We’re looking for more restaurants that can help fulfill orders and deliver to hospital staff. If you have a kitchen and you’re willing to prepare, pack and possibly deliver orders. CLICK HERE to signup on our restaurant request form. Donated meals take priority and we’re extremely grateful!
If your Covid-19 testing or treatment facility could use a little help getting food to staff please fill out our MEAL REQUEST FORM and a volunteer will try to get you on the schedule.
Deliver Meals! We need volunteers to pickup meals from the restaurants and drop off at the healthcare facilities. CLICK HERE for more information or to signup.
We’re currently serving nurses and medical staff at Thomas Jefferson University Hospital, Crozer-Chester Medical Center, St. Francis Hospital, Einstein Medical Center, Christiana Hospital, Penn Medicine, Temple University and adding more each week. Rob Wright and his team at Small Talk Media will be helping with the coordination along with our volunteers at the Trauma Survivors Foundation.

Free Advertising of Delivery & Takeout Service

The virus is here and it’s hitting our industry hard. While most “non-essential” businesses are closed, in most areas restaurants are allowed to offer takeout and delivery. If you have a bar or restaurant that is open for takeout and delivery NOW is the time to advertise! Grub Hub, Uber Eats, Door Dashed and Post Mates have a million restaurants listed in your area making it hard for you to stand out from the crowd. With social media advertising you can hone in on your local area and jump to the top of that list by controlling your own messaging and photos.
Our partner Targetable is donating four free weeks of their services to advertise your restaurant’s takeout, delivery, and curbside services.

From their site

We are donating four free weeks of Targetable so you can:

  • Market your restaurant on Facebook & Instagram while only needing to commit 10 minutes per week.
  • Approve ads that are generated specifically to promote your delivery, takeout & curbside services.
  • Access pre-licensed images to make your ads still look good should you not have your own professional images.
  • Let the system iterate and improve your ads over time

For more information about how to claim this service please reach out to us directly on our Contact Page

A+ Social Campaign by A1 “Sauce”

A1 is the steak sauce that our parents ALWAYS had in the cabinet. It was absolutely generational as I remember my parents and grandparents using it but very rarely see someone my own age use it. I’m guessing that their sales saw the same decrease in users as they’ve went through a rebranding process to drop the “steak” from the staple steak sauce.
To do this their internal marketing team hatched a plan entirely surrounded by Facebook’s popular relationship status. Simply put, A1 was going to move from “in a relationship” with steak to “it’s complicated”

So the question, as always in advertising… Did it work?

  • The YouTube video has been viewed over 1.3 million times.
  • One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
  • A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
  • When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.

So, I’d say yes!
BONUS VIDEO!

Video Marketing: Now Offered In House by Small Talk Media

Facebook is no doubt the largest player in the social media advertising space right now. With the ability to target users based on their “likes” and where they live, Facebook has given businesses the ability to find new customers like never before.
We’ve been using Facebook ads at Small Talk Media for years but it wasn’t until recently that there was such a strong emphasis on video ads. Small businesses are putting out short videos and seeing astounding engagement numbers. Recently I attended an event put on by Facebook to teach business owners about Facebook advertising. Out of a 2 hour presentation they spent at least half the time talking about video ads and how impactful they are for their advertisers. When Facebook is spending this much time on a topic you know that they’re taking it very seriously on the backend as well.
After leaving the event I immediately started to work on ways that I could help my clients with small advertising budgets enter into the world of social video marketing. I brought in my friend Terry who’s known for great video work to see if we can offer something to the public that makes sense from a financial standpoint but would still make a big impact on the advertisers bottom line. After a few hours of racking our brains we came up with the following cost effective packages that utilize the talents of both of our teams:
Video On-Demand – $250.00
The video team will stop by to grab some incredible footage of your business at a time of your choosing. We will then process that into a 1 minute library to create content from. In addition we will create an ad of your choosing, 15 second Instagram? 30 second Facebook? We’ve got you covered.
Video Vault – $500.00 per month
Our video team will drop in twice a month to create the kind of content you’re looking for on a monthly basis. You will get 3 minutes of content added to your library per month and 2 minutes of edited content. Want a longer form piece for your website or youtube? You can have it!
Extra Edits – $100
Want to tap into that library? We can create anything you’d like from that existing library for just $100 bucks a piece!
Want more info? Hit us up HERE

Here’s a Few Recent Videos by Our Team







Local Table from TerryLeahyFilms on Vimeo.