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Tag: google certified

How a Digital Media Plan Can Work for You

Posted by Michael RoseSeptember 12, 2022April 9, 2025

How a comprehensive digital advertising plan worked for our eyecare client.

Understanding where consumers are in their decision journey is key in knowing what marketing tactics to use. Find out how a digital media plan can work for you by reading about a recent plan we formulated for an eyecare client. This comprehensive digital advertising plan used a variety of tactics to drive brand awareness, consideration and conversion to drive new patients and revenue fo our client.

CLIENT CHALLENGE

Our eyecare client was up against a behemoth competitor. This competitor had more locations, was spending much more on advertising, and had been in the market much longer than our client.

Drive brand awareness so that our client would be in consumer’s consideration set when it was time to choose an eyecare provider. With the ultimate goal of driving new appointment leads … which would lead to new patients.

AGENCY SOLUTION

Our solution was to create a full-funnel digital strategy. This client’s budget wasn’t large enough to consistently fund broadcast media. So, we had to find a way to put their brand in front of consumers without radio or television. We chose to use YouTube and the Google Display Network.

YouTube and the Google Display Network are great for awareness as they offer an abundance of targeting features. By employing these features, we were confident the ads would reach our desired target audience. These networks also allowed us to incorporate video into the plan. Video is an important part of the plan as it can clearly communicate a story. It allows businesses to convey emotions and answer the essential ‘whys’ surrounding the marketing of products and services. Additionally, Google prioritizes YouTube video results on the search engine results page (SERP) over that of competitors like Facebook Watch.

Along with video on YouTube, we also chose to use the Google Display Network. With images and copy these ads are provide support for reinforcing the brand message, as well as driving a high frequency of ad exposure.

Once we felt that we had brand awareness covered in the plan our focus turned to consideration and conversion. Essentially, how could we get consumers to put our client in their consideration set? And then ultimately choose them to be their eyecare provider? We knew paid search advertising, also known as pay-per-click (PPC), would work well for both objectives. PPC is successful at driving consideration by serving ads to users searching relevant keyword phrases. These search phases indicate that the people searching are in-market, for eyecare (think: eyecare provider near me or where to get contact lenses). At this stage, consumers typically have not decided where to purchase the product or service. They are still researching options and recommendations they’ve received from friends.

When people search for a brand by name it indicates that the brand is in their consideration bucket. Ensuring your paid search ads show up when users search for brand specific terms puts your website link front and center. Paid search is an effective tool at converting users due to it’s ability to identify when a brand is in someone’s consideration set and serving appropriate ads. By using paid search we were able to drive people directly to the scheduling page so they could make an appointment.

We also used remarketing, also known as retargeting. For those who visited the website, but did not schedule an appointment we continued to serve them online ads. These ads communicated relevant information and a call-to-action that encouraged user to revisited the website and (hopefully) schedule an appointment. In general, retargeting ads are highly effective, as people who see retargeted ads are 70% more likely to convert. For this client, people remained in the retargeting pool for 14 days, or until they scheduled an appointment.

Since people need to see their eye doctor annually, we continued to stay in front of customers by creating entertaining and useful content. This content was used via social media and email communications. It is easy to neglect this phase, but they best way t

THE RESULTS

ABOUT OUR CLIENT

Performance Eyecare, an independently owned eye care provider serving the St. Louis Metro, Illinois Metro East, and Columbia, MO., areas with nine locations. They focus on customer service and prioritize this above all else, as shown through their unconditional guarantee. They also prioritize using the latest technology to ensure exams are painless, thorough, and precise. By using the most advanced technology they do not require eye dilation or uncomfortable air puffs.

Contact Afflecto for Paid Search Assistance

If your paid search isn’t working for you, have our team take a look. We will do a full assessment and suggest optimizations that you can take to your current agency, or have us implement. As a Google Certified Partner we have expertise in all Google Ad products and how to make them work best for our clients. Contact us today!

Making Paid Search Work for a Construction Company

Posted by Michael RoseAugust 30, 2022December 5, 2024

A construction and roofing client came to us seeking help. Read on to find out how we made paid search work for them.

This roofing and construction company had been spending money on paid search advertising for six months. During that time, they only received one lead. They wanted to know what else they could do. They were done with paid search. However, we weren’t convinced. We believe – and see it often – that when paid search marketing is done properly, it can work for nearly any business. So, we weren’t ready to cancel all paid search for them until we had done our due diligence.

Afflecto’s Approach

We proposed a full account review. This way we’d know if there were opportunities for improvement, or if paid search advertising truly would not work for them. After gaining access to their Google Ads account, our team went to work. We did a full account review. Reviewed all campaigns. keywords, account structure, ad copy, and more.  

As with many accounts that aren’t performing, we found many opportunities for improvement. These optimizations ranged from reorganizing the campaign structure to implementing negative keywords. We also adjusted their targeting and added important keywords to their account.  

The Results

In the first month of our management, the client received 37 leads. Of those, they had 11 appointments convert to sales for a 288% ROAS. We were also surprised that this marketing agency our client was working with did not provide a monthly report. If you are working with a digital agency and do not receive a monthly summary, start asking questions!

How Afflecto is making paid search work for a construction client.

Contact Afflecto for Paid Search Assistance

If your paid search isn’t working for you, have our team take a look. We will do a full assessment and suggest optimizations that you can take to your current agency, or have us implement. As a Google Certified Partner we have expertise in all Google Ad products and how to make them work best for our clients. Contact us today!

4 Reasons to Work with a Google Certified Partner

Posted by Michael RoseAugust 30, 2022April 9, 2025

As you start working through your digital advertising marketing plan there are many choices to help your business drive sales. From what digital tactics to use and what partners to employ. To help guide you through this you will want to ensure you have the right marketing partner on board, Keep reading to find out why it’s important to choose a Google Certified Partner.

What is the Google Partner badge and why does it matter?

What is the Google Partner badge and why does it matter? The Google Partner badge shows that the agency you are working with has the latest Google Ads expertise.  Agencies with the badge are certified in AdWords, have demonstrated the ability to manage multiple accounts with large budgets, and are continuously meeting Google’s standards. If standards aren’t met, the badge is revoked. But most importantly, they know how to get the most out of your budget. They know what levers to pull in order to get the results you desire.

Specifically, to be a Google Partner members of our digital media team need to have at least one certification in each product area, and our campaigns must be meeting minimum spend thresholds. Additionally, our campaigns must meet certain performance thresholds, as well as a minimum optimization score. What’s all that meant? Simply put, we know how to spend your advertising dollars effectively and get results. And along the way Google makes us also take tests to prove we know what we are doing.

How do I know if an agency is Google Certified?

How do you know if your agency – or one you are considering – is Google Certified? It’s easy! They will have the Google Partner badge on their website.  It’s usually in the footer of a website, or on a page that specifically talks about digital marketing. Helpful tip: be sure it’s the current badge, otherwise their certification might not be up to date.

Current Badge
Old Badge

4 Reasons to Work with a Google Certified Partner

Now you know what to look for to ensure you’re working with a qualified agency, why do you care? Here are four reasons you want to choose a Google Certified Partner when selecting who will run your digital ad campaigns:

1.      You can feel confident that you’re working with an expert.

Working with a team that is Google Ads certified – like the one at Afflecto – ensures that you are working with an expert. It also guarantees you have a team in charge of your digital ad spend that is up to date on the latest Google Ads products. With this knowledge, they know how to adapt your campaign to perform better. They also know when new features are launched and how to take advantage of them. In other words, they know how to take care of your advertising investment.

2.      Free Promotional Spend from Google

Only Google partners are eligible for high-value offers from Google. And not just any offer – FREE promotional spend. This means that any of our clients are eligible to receive up to $500 in Google Ads credit. We’ve seen this granted more often for our new accounts. But we have had some regular spenders that receive this as well. Want your credit? Well, these promotional offers are currently only available to Google Partners and their clients. And if you’re wondering…there’s no catch. This credit is free money. It’s not a discount coupon. It’s literally a credit so you can get started quicker and see how effective Google Ads can be for your business.

Not working with a Google badged partner? Contact us, we’d love to chat about how we can help you!

3.      Access to beta features

Google partners have exclusive access to beta tools you can use in your campaigns. These beta programs are where Google is testing new products and features. Most accounts don’t have access to the new features until they are available to public…unless you work with a Google Partner. Partner with us to get jump on the competition by getting access to these beta features before the general public!

4.      They get results.

Google partners consistently drive valuable results for their clients.  When you pick a company from the Google Partners list, you can feel confident that you are selecting an agency that knows how to get results. How so? One of the qualification criteria is to be meeting minimum performance guidelines, and optimization scores. And Google reviews this information quarterly to ensure you are still meeting all of the performance requirements.   

Partner with Afflecto, a Google Certified Partner, today

Ready to experience a great digital campaign? Contact Afflecto Media Marketing, a Google Certified Partner, today for a free discovery call.

ORTHO MARKETING SUCCESS STORY

Posted by Michael RoseJanuary 15, 2022December 5, 2024

How a comprehensive digital advertising plan drove leads and new patient starts.

Check out our latest ortho marketing success story! Being a good marketer means having the ability to pivot, adapt, and use data to revise marketing plans. When our orthodontic client called and asked how they could reduce their budget but still get results, we made it work. See the infographic below to find out how our team was able to rework their digital media plan to increase leads, drive more new patient starts, and generate more first-time callers than before despite the decreased budget.

Orthodontic Practice Marketing Success

Afflecto increased leads, drove more new patient starts, and generated more first-time callers for this orthodontic practice.

Contact Afflecto for Paid Search Assistance

If your practice needs help fine tuning your marketing plans – or creating a plan – let’s chat! We will listen to your business goals and make a recommendation after doing a full assessment. Use these suggestions to start working with Afflecto, or to take to your current agency. As a Google Certified Partner we have expertise in all Google Ad products and how to make them work best for our clients. Contact us today!

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