Monthly Industry Roundup: July 2018

Location3 Named as Member of Google Marketing Platform Partners

Following Google’s announcement that it would be combining its DoubleClick advertising platform with Google Analytics 360 Suite, the search engine giant also recognized Certified Companies – companies deemed as experts in marketing and experienced with Google’s set of online tools. Location3 was among those recognized, earning distinction as a member of Google Marketing Platform Partners.

As a Certified Company, Location3 is capable of:

“…consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references. These strict requirements ensure they have both the expertise and a proven ability to deliver results.”

We look forward to educating existing partners and leading new partners as Google Marketing Platform becomes an integral part of our efforts at Location3.

Location3 Officially an LSA-Certified Company

Local Search Association recognized Location3 for its ethical business practices, selecting it as a Certified Company as part of the LSA Certification program. The program was created to assist SMBs in finding find trustworthy partners for their local marketing programs. All applicants are reviewed for outstanding discipline in the following business practices:

• Sales practices and representations made to prospective clients
• Service standards and accountability
• Hiring and training practices
• Service agreements and contracts
• Transparency
• Security and privacy of information 

Location3’s dedication to transparency and accountability has been a guiding force for nearly 20 years, and we are proud to be officially recognized for those efforts by the Local Search Association.

WHAT’S HAPPENING IN FRANCHISE DIGITAL MARKETING?

Digital Marketing Tactics for Service-Area Businesses and Mobile Franchises 

We tend to think of brick-and-mortar locations when we think of franchises, but some franchises and brands don’t have a set location. Instead, these businesses operate on-the-go within a service area. Known as service-area businesses, and they include plumbers, electricians, lawn care services, carpet cleaners, and more.

These businesses have the same digital marketing needs as traditional brick-and-mortar brands, but must work within a framework that isn’t tailored to their business model. This can be limiting, but it should also be seen as an opportunity to employ tactics that their competition is neglecting. Location3 Director of Marketing Josh Allen recently compiled a list of strategies for service-area businesses to maximize customer volume through digital channels via Franchising USA Magazine. Here’s an excerpt from the post:

“…arguably the most important SEO strategy a franchise can implement is the creation of an optimized store locator and individual location pages for every single business within the system. For franchises that are mobile in nature, one key extension of this includes the addition of metro pages or city pages that help organize individual locations into defined service areas. Not only does this offer an opportunity to capture more real estate in search engine results with additional, relevant pages, it also provides an opportunity to improve the user experience in helping a customer choose which particular franchise can best be of service based on their own location.”

For more tips, including how to set up your Google My Business profile as well as paid advertising, the entire post can be read here.

WHAT’S HAPPENING IN LOCAL LISTINGS MANAGEMENT?

Don’t Forget About Apple Maps

Apple Maps has battled poor performance and perception, especially when compared to its primary competitor, Google Maps. But on June 29, Apple disclosed that it will be giving its maligned product a major makeover. The makeover will be more functional than aesthetic, starting with Apple relying on its own data as opposed to the third-party sources that contributed to its rocky rollout in 2012.

This makeover is important for businesses that are looking to boost their online presence on all major outlets. We’ve stressed the importance of accurate listings data on Google properties, and Google Maps continues to be the standard bearer, but Apple Maps shouldn’t be ignored even as it lags behind. You can expect Apple to make significant strides given its available resources and room for improvement. As location data improves in the updated Apple Maps, it will become more important to cover all of your location bases.

WHAT’S HAPPENING IN PAID MEDIA?

Google Introduces New Ad Formats and Bidding Strategies for YouTube

Google introduced three new updates to YouTube’s advertising products at Google Marketing Live, including TrueView for Reach, TrueView for Action, and Maximize Lift Bidding. The updates are based on YouTube’s growing influence on user purchasing decisions. Conversions on YouTube ads have increased 150 percent in the last year.

TrueView for Reach: These are 6- to 30-second ads that run before or during videos. These short videos raise awareness among a broad set of customers in a high-impact environment.

TrueView for Action: These ads are designed to drive conversions on a company website. A prominent call to action is displayed during the video and after the video is complete. The branded banner and call to action messaging can be customized to match business goals.

Maximize Lift Bidding: Uses machine learning to reach people who are more likely to consider your brand after exposure to an ad. This product is expected to be released later this year.

WHAT’S HAPPENING IN PAID SEARCH?

Responsive Search Ads to Roll Out in Coming Months

Here’s yet another update from Google Marketing Live, this time from the PPC world.  Responsive search ads will be rolling out in the coming months. This new ad type provides an opportunity for advertisers to claim more real estate if they play by Google’s rules. Google asks advertisers to provide as many as 15 headlines and four, 90-character descriptions to their ad groups. Google’s algorithm will then automatically serve the combination most relevant to the user query. As many as three headlines and two descriptions will be displayed in responsive search ads.

WHAT’S HAPPENING IN CONTENT?

How to Optimize for Voice Search

We’ve been touting the importance of optimizing for voice search for more than a year now, and voice search is certainly not going away. But how can you actually create content for your website that’s designed for voice queries? Robert Katai of Content Marketing Institute shares a few tips in this post.

Short-Form Content: Voice search users often are looking for quick solutions. Creating content that answer questions quickly, specifically content that qualifies for featured snippets, can put you in position to dominate for valuable queries relevant to your business.

Audio Files: Mobile voice searchers, especially those driving, don’t have time or the ability to read content. Providing an audio file of text-based content can be a more convenient option depending on the searcher’s physical environment.