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A lot has changed in ten years — even in the past two years. Today's digital landscape is constantly evolving, and we're learning what's changing and what aspects of marketing and advertising are becoming more or less reliable. As we are exiting a global pandemic, Americans' preference to shop online has only increased, leaving brick-and-mortar retail out of money and with nothing left to do but go out of business. In its place, e-commerce has taken the stage as the new retail powerhouse. What does this mean for marketing? It means that marketers need to be present where their audiences look to contact them, and now, that's online (RIP Yellow Pages). It also means that traditional marketing techniques are more important than ever to build your brand into a household name. While social media adds credibility to a well constructed brand, extending the narrative of your offline messaging, your website is the true lynchpin for converting leads into prospects. As we move into a new era of marketing, it's important to not only keep up with the new digital marketing landscape but also have an impenetrable strategy that allows your business to stand out from the rest, online and offline, with a single unified front. In this article, we'll explore the latest line of evolution in marketing and what it means for your business.

Digital Landscape of the Digital Era

The digital landscape is essentially the digital universe that all businesses operates in. It is made up of digital assets and channels through which leads, prospects, and customers can be reached. These digital channels consist of email, websites, social networks, mobile devices, videos, and more. Marketers leverage these channels to create digital marketing campaigns that promote their brand, product, or service. The digital landscape is constantly changing and evolving as new technologies and channels emerge, so it's important for businesses to stay up-to-date with the latest digital trends in order to remain competitive. With the right digital marketing strategy, businesses can reach a wide audience of their target market and build strong relationships with their customers. Want to get started on optimizing today's digital landscape? At Wizard of Ads®, we know how important maintaining a powerful online presence is in the digital age. Book a call to learn more about our digital marketing services today!

Components of a Digital Landscape

Now that you have a better understanding of what a digital landscape is and how it can be used, let's take a closer look at some of the individual components that make up a digital landscape. The marketing landscape consists of the numerous digital tools and techniques used to market products or services to customers. It encompasses everything from email marketing, content marketing, SEO, and even crosses over into the social media landscape. The most important thing to remember is that all of these elements are meant to do one thing and one thing only — drive them to your website and convert them into an appointment.

Social Media Landscape

The social media landscape includes all of the social media platforms that exist for users to interact with one another. This can include everything from traditional platforms like Facebook and Twitter to newer ones like TikTok and Instagram. These platforms tend to have a wide variety of users, which can make them ideal for marketing purposes. Their distinctive landscape means that social media users can be segmented into different groups based on their interests and behaviors. However, since each function separately with different userbases, a business should consider what its target market is before investing too much into any one social media platform.

The Internet of Things Landscape

The Internet of Things is made up of the various hardware, products, and tools people use to access the internet. HVAC systems can tell you they are experiencing a power fluctuation. Hot water tanks can alert you of a leak. And your fridge can order more food when you run low automatically. Some of these tools might also be applied to certain marketing efforts, but the Internet of Things landscape still generally young and interesting as to where you can take it as it matures and evolves.

Search Landscape

The paid media landscape is the all-encompassing ecosystem of news and information where advertisements make their home. This includes all of the backlinks to your website, including directories, content sites, and search engines. Some of these you pay for, like PPC, and others are free, like Google Business Profile. As the most challenging landscape to accommodate, the most important thing to remember is that everything you are trying to do is to get them to your website (or a landing page) that converts them from a lead to a prospect, and in many instances, a buyer.

How is the Digital Landscape Evolving?

As we’ve mentioned earlier, the digital landscape is rapidly changing, and falling behind will be detrimental to your business’ success. That doesn’t mean you have to do everything. I’ve curated the following list of the newest emerging digital landscape trends to make note of, not because you need to be doing them today, but because you will eventually be stepping into them as the digital landscape evolves.

New Digital Channels Are Emerging

A great example of the evolution of digital marketing is the incline of new digital channels. In the year 2000, a whopping [50 percent of online ad spending](https://www.bus.umich.edu/KresgePublic/Journals/EmarketerReports/2002/Online Advertising Statistics, Strategies, Projections, and Trends Report March 2002.pdf) in the U. S. was for banner ads alone. Compare that to today, where banner ads are small potatoes in the grand scheme of digital ad spending. HVAC companies used to simply buy a newspaper ad and call it a day. Today, our digital advertising has opened a plethora of possibilities for how we connect with our audience. Now, they can use Google Ads to specifically target people searching for “heating and cooling near me" or post an edutaining video on TikTok that speaks to a wider audience — and that's just the tip of the iceberg.

Frequent Updates on Tracking, Targeting, and Privacy

Are you up to date on the recent adjustments in tracking, targeting, and privacy? Long story short, brand goliaths Google and Apple are cracking down on these activities due to consumers' concerns about data privacy. Google will be phasing out its support of third-party cookies with an interest-based advertising model called Topics API while Apple is requiring app developers to get explicit user permission before tracking them across apps or websites owned by other companies using Apple's Identifier for Advertisers (IDFA). What does this mean for you as a business owner? Well, since you're relying on cookies to track user behavior and collect data for targeted advertising today, you'll need to find another way to do so. The sooner you do that, the further ahead you’ll be tomorrow. For instance, you can retarget ads to users who visit your website or try focusing more on building brand awareness by engaging deeper with your audience. This will encourage first-party data collection, which will be more reliable and valuable in the long run as it builds a loyal customer base.

Machine and AI Learning

There's no doubt that the future of the digital marketing landscape will involve more and more AI machine learning. This is because machine learning will help marketers automate tasks, leverage consumer data, and target ads much more quickly and efficiently than humans can. With the data they collect, AI can identify patterns and correlations that humans would likely miss. This allows businesses to target ads and content to consumers based on their likelihood of being interested in it. AI can also deliver SEO insights, such as which keywords are being used most frequently by consumers and which content is most popular. This helps businesses to create content that is more likely to be seen by consumers. This means removing control from people, and more control for computers who will choose your copy for you, and charge you more for the service.

Rise of Augmented Reality (AR) and Virtual Reality (VR)

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are "augmented" by computer-generated sensory input such as sound, video, graphics, or GPS data. It has become a more prevalent digital presence in marketing campaigns as it's used to enhance consumer engagement by bringing the product or service to life in an interactive way. Virtual reality (VR) is a simulated experience that can be similar to or completely different from the real world. VR is achieved by providing users with a headset and graphics that replace or augment their vision and hearing. Some common marketing VR applications are product visualization, trade show demonstrations, and customer experience simulations. For example, if you are a home renovations company, you could use VR to let potential customers experience what their home would look like with your products without having to actually do the work. AR and VR are two technologies that are quickly changing the digital landscape. With the rise of mobile devices and wearable technology, consumers are now more accustomed to having information at their fingertips than ever before.

The Metaverse

Possibly the latest technological advancement when it comes to today's digital landscape is the metaverse. The metaverse is a term that takes the virtual world and reality and blends it into one singular digital experience. Mark Zuckerberg, the founder of Facebook, is one of the driving forces behind mainstreaming this new digital landscape. And since its debut, this new channel has been a hot topic for what can be possible in the future with digital marketing. So what exactly can you do as far as marketing on this platform? We advise you to start small and "buy" virtual billboards to advertise on. You can also create digital experiences for people to come and explore. These experiences can be in the form of a 3D tour of your product or an exploration of what it would be like to use your service. The metaverse is still in its early stages, but that doesn't mean there isn't potential for marketing here. So if you want to get ahead of the curve, start exploring how you can use metaverse marketing to your advantage and see what sort of results you can get.

Embrace Change and Adapt to Evolving Digital Landscape

In a rapidly changing digital landscape, it's more important than ever to embrace change and adapt to new technologies and trends. And if you don't know where to start, there are a lot of tools available to help you get up to speed. Creating a digital playbook for your team is a great way to make sure everyone is on the same page and knows how to use the latest tools and technologies. And online training can help you and your employees stay up to date on the latest digital trends. Don't be afraid of change — embrace it, and you'll be able to stay ahead of the curve in the digital world. Spinning too many plates? No problem. At Wizard of Ads®, we can help you manage your digital marketing so you can focus on running your business. We help residential home service companies build brilliant and disruptive household brands that customers love. Book a call with us today to learn more!

We all know of the playbook coaches use to help their team win the game. But what about a digital playbook? In basketball, the Coach will teach his players how to run specific plays designed to score baskets and win the game. These same principles can be applied to winning in business. In fact, there is an entire industry built around helping businesses develop and execute winning strategies. But what if you don't have a team of experts at your disposal? What if you're a solopreneur or small business owner who has to wear all the hats? That's where a digital playbook can come in handy. The name was created (in an attempt) to make the otherwise dull guide of policies and procedures a bit more fun and interesting. However, that doesn't mean that a digital playbook can't be an essential tool for businesses of all sizes. Or that it can't be fun and interesting for that matter. In this article, we'll explore what digital playbooks are, how they can benefit your business, and some tips for creating one.

Digital Playbook: Just like in Sports

Much like sports teams have a playbook that outlines plays and strategy, businesses need a digital playbook to help them succeed online. A digital playbook can help businesses map out their digital marketing strategy, including what tactics to use and when to use them. By having a plan in place, businesses can ensure that they are making the most of their digital marketing efforts. The digital playbook should be tailored to the specific business and its goals. For example, a business that is looking to increase brand awareness may want to focus on SEO and content marketing, while a business that is looking to drive sales may want to focus on email marketing and paid advertising. Regardless of the goals, there should be a clear plan of action that outlines what tactics will be used and when. Executing a digital marketing campaign without a digital playbook product is like trying to run a football play without a game plan. You may be able to make some progress, but you're not going to get very far. Need help setting up your digital playbook template? At Wizard of Ads®, we have years of experience helping businesses create marketing campaigns that align expertly with all things digital. Book a call with us today to learn more!

This is Why You Need a Digital Playbook

You may be thinking, "Sure. A digital playbook sounds great and all, but will it really be worth the time and effort to create one?" The answer is a resounding yes! Here's why you need to raise your digital standards:

• Most business owners are not familiar with the scope of digital technology: A digital playbook will help to ensure that you stay focused on the most important tasks for the available budget while keeping up-to-date on the latest digital trends.
• You're having a tough time deciding how to manage a project: By having a digital playbook, you'll have a go-to guide that will help you manage projects more efficiently.
• You're juggling too many organizational priorities: A digital playbook can help you keep track of all the digital initiatives your organization is working on through a single unified plan.
• You're constantly juggling “urgent" and "new" projects": Digital playbook software helps you prioritize projects and digital activities by their strategic importance.
• You keep bringing up the same points: When you have a digital playbook, you can keep track of digital best practices and avoid repeating yourself.
• You find yourself repeatedly explaining the same things to clients and stakeholders: A digital playbook can help you keep everyone on the same page by providing digital resources and guidelines in one central location.
• Your team is unclear in direction and concentration: Digital playbooks can help with focusing your team's digital efforts by providing clear goals and objectives.

As you can see, a digital playbook can be essential to your digital agency's success. By providing clear guidelines and digital resources, you can help your team stay focused and on track. If you don't have a digital playbook, now is the time to create one!

What Should Be Included in Your Digital Playbook?

Now that we know what a digital playbook is and why it's an important tool for businesses, let's take a look at what should be included in yours.

Digital Team Roles

Many businesses tend to be dismissive of or even undervalue the role the digital team plays in their success. This is a mistake. Your digital people can bring a lot of value to an organization, and this page can help shape colleagues' expectations and perceptions of your team. This page can also be used to set some parameters about how the organization uses digital. If you find that colleagues are using digital in detrimental ways, then this page can be used to help set some guidelines about digital usage.

Guiding Principles

The way your organization approaches its digital projects is all dependent on the guiding principles that you set in place. Having a set of best practices allows for better decision-making and keeps everyone on the same page. Not only that, but these principles can be used as a digital playbook of sorts to help with project management. And because they're usually short statements, they're easy to remember and communicate to others. A good digital playbook example for an HVAC company might have guiding principles like:

• Helping people win
• Being trustworthy
• Living gratefully

What matters most is that these principles are adhered to in order to create a digital strategy that works best for your company and aligns with its core values.

Instructions For Planning a Digital Project

Instead of constantly encountering team members who are ill-prepared for the next digital project, include a set of step-by-step instructions that everyone must follow in the digital playbook. This will standardize the way digital projects are approached and ensure that everyone is on the same page from the start. Planning a digital project can seem daunting, but if you break it down into smaller steps it becomes much more manageable. This part of your digital playbook is not only educational but can also set specific expectations for the team. For example, you may prefer to plan out your projects using user story cards instead of a traditional project brief. There are many ways to approach digital project planning, and adding it to your digital playbook will help to ensure that everyone is on the same page from the start. This will make digital projects much more streamlined and efficient, leading to better results for everyone involved.

How to Manage Ongoing Digital Content

A digital playbook is an essential tool for managing a website over its lifetime. It spells out the obligations of all stakeholders in terms of maintaining and evolving the site. Content management is a key part of this playbook. In particular, it outlines how often content should be updated and retired. This ensures that your website remains fresh and relevant over time. For instance, you might stipulate that content owners must update their pages every six months. This ensures that outdated information is not left on the site for too long. Similarly, you might set a policy for retiring content that is no longer relevant. This helps to keep your site focused and streamlined.

Roles and Requirements

The digital playbook can be an excellent opportunity to outline some of the different roles involved and show some of the skills that those fulfilling these jobs will require. It's great for situations where a team member doesn't know who to contact regarding digital delivery, or when a project manager wants to give digital professionals the credit they deserve. With roles and requirements set in place, who is doing what becomes abundantly clear, and it prevents people from taking on tasks that aren't listed in their role description. It also informs colleagues about the level of complexity and collaboration a project might entail. This is an extremely useful interactive playbook example for digital novices who might be taken aback by the level of difficulty a digital project can pose.

Rules of Compliance

Something that should definitely be included in your digital playbook is the governance or compliance rules that the company has to operate under. This could be things like the company's policy on holding user data or the use of cookies. Some of these rules may be legal requirements, such as GDPR, but others may be less black and white but just as important, such as digital accessibility. Regardless of their nature, a digital playbook is a great place to formalize some of that best practices into something with more organizational weight. This way, everyone in the company is aware of the rules and knows where to find them if they need to refer to them.

Technical Considerations

Last but not least, you can use the digital playbook as a way to help stakeholders understand some of the more technical aspects of a project. Questions such as hosting, SEO, testing, backup, and integration can all be covered. This is also a chance to educate people about responsive design and cross-browser support. In other words, it's not just about establishing guidelines — it's also about teaching people how complex digital projects can be. If you can do this effectively, your digital playbook will be a success.

What Approach Should You Take to Navigate the Digital Landscape?

A contentful digital playbook has the flexibility to adapt and become whatever it needs to be to serve your company to its highest potential. However, one element of your digital playbook that should always remain is its ability to prominently address inquiries from stakeholders. In other words, your digital strategy should always be about solving their problems and removing stress from anyone involved in the project. Think of it as a user manual for digital success. Whether you're just getting started or are looking to fine-tune your digital strategy, a contentful digital playbook can help you navigate the digital landscape and find the right approach for your business. If your playbook can't problem solve, or be a source for solutions, your digital team won't have the resources and tools they need to succeed. For example, say your social media manager is having trouble with an algorithm change on Instagram. They go to reference the digital playbook pdf for guidance, but there is no content addressing this topic. This can lead to frustration and a feeling of being unsupported by those in charge. As the digital landscape changes, so should your digital playbook. Keep your digital team in the loop by ensuring that your digital strategy is up-to-date and relevant Your digital strategy will take some time and effort to put together, but once it's done you'll have a sound plan to guide your business through the digital landscape for years to come.

Conclusion

Every business, no matter how big or small should have a digital playbook. It is the roadmap to healthier brand culture, synchronicity, performance, and profitability. It helps keep everyone on the same page when it comes to your marketing strategy. Remember, your digital strategy is not a one-and-done. It will continue to evolve as your business grows and changes. There is a lot to consider when creating your playbook, but it’s worth taking the time to do it right. If you’d rather leave your playbook creation to us, we’d be happy to help! At Wizard of Ads®, we know how valuable a well-crafted playbook can be for any business. Book a call with us today so we can discuss how we can create one tailored specifically for you.

It's time to clear out the smoke and shatter the mirrors. One of the most dangerous statements a business owner can make is, "But it's different this time." What they fail to realize is that ideas and concepts don't actually change so much as they get repackaged and renamed. In fact, many of marketing's oldest ideas are getting repackaged and renamed. And among these new names are Transparency, Engagement, and the Zero Moment of Truth. The reason these old ideas are being repackaged is that they've been forgotten. In the rush to keep up with the latest shiny object, we've lost sight of some of the most important marketing principles. Transparency, engagement, and the zero moment of truth are all old ideas that have been repackaged for the modern world. And they're important ideas that we need to remember if we want to be successful marketers. So, what are these old ideas? And why are they so important? We've got the answers for you in this article. So keep on reading to learn more!

What is Transparency?

Transparency influences your consumer’s decision-making process. This includes information about a product or service, such as its features, benefits, and price. It's an important principle in small business marketing and business advertising because it allows customers to accurately see what they're getting before they make a purchase. It also allows companies to build trust with their customers by being open and honest about their brand image, messaging, and products and services. Here's an example that'll paint a good picture for you: One HVAC company says, "Our club membership provides you with reliable, high-quality services that lower your monthly utility bills." Yawn. Another HVAC company says, "Sure, we're more expensive. But no other company can provide the amount of value and perks that we can. "Which company do you believe? The second HVAC company admitted the downside and won your admiration and your trust. And that's what transparency is all about. Your prospects aren't going to believe the upside until you admit the downside. Do you have the courage and humility to let the public see you for real? Few companies do. The concept of transparency is an old idea that has been rebranded for the modern marketing world. Traditionally, businesses kept a lot more information about their operations hidden from the public than compared to today. In our hyper-connected, hyper-complicated world where fake news, data breaches, and privacy concerns have become the norm, consumers are craving more transparency than ever before. So, if you want to build trust with your target audience, be willing bare it all. Otherwise, you may find your business at a serious disadvantage. At Wizard of Ads®, we can help you create messaging and campaigns that focus on total transparency to connect with your consumers on a deeper level. Ready to boost your marketing & sales results and make your brand a household brand? Book a call with us today to get started!

The Engagement

Sure, winning a customer's attention is easy. But hanging on to it is a different story. This is called "engagement." Engagement is the level of connection someone has with your brand. It's the emotional attachment they feel toward your company, product, or service. It's what drives people to buy from you again and again. There are lots of ways to measure engagement. But at its core, engagement is all about creating experiences that customers enjoy so much that they keep coming back for more. Let's provide you with another example: One contracting company has an email newsletter that they send out once a week. They have social media accounts but they only post every now and then when there is a new promotion or offer. Another contracting company has an email newsletter that they send out every day. They are active on social media, sharing photos of their work, answering customer questions, and offering relevant tips and advice. Both companies are providing value to their customers. But the second company is more engaged with its audience. And that's what's going to make the difference in terms of sales, customer loyalty, and repeat business. Back in the good ol' days before the technology boom, engagement meant interacting with your customers face to face or through direct mail. But now, in the digital age, engagement has taken on a whole new meaning. It's not enough to just post an occasional update or offer anymore. Consumers are expecting companies to be more responsive, engaging, and interactive. They want to feel like they're a part of your brand, not just a passive observer.

Zero Moment of Truth (ZMOT)

The Zero Moment of Truth is the pivotal moment in which a prospective customer decides whether or not to engage with a brand. It essentially comes from the old Yellowpages scare tactic and is now repackaged and renamed for big search engines like Google. It's the "make or break" moment that can determine whether or not a sale is made, and it's crucial for businesses to understand how to influence this moment. The fundamental premise of the Zero Moment of Truth is that your prospect is going to go online when they’re ready to purchase what you sell. However, there is a dangerous, underlying assumption that all contenders are created equal during The Moment of Truth, but that assumption simply isn't true. The company that is most likely to get the click, the call, and the sale is the company that the customer has already heard of and associates positive feelings with. Think of the tortoise and the hare. The tortoise takes its time to create a moment to win the hearts of the people long before the race has even begun. He's bonding with tomorrow's customers. The rabbit, on the other hand, thinks the tortoise is naive. He laughs at him for continuing to believe in the power of branding. And we all know how that race turned out. So, if you want to win the race to conversion, focus on your Zero Moment of Truth. It's never too early to start building a relationship with your customer. It'll not only pay off in the long run, but it'll give you a leg up on the competition.

Successfully Implementing New Marketing Ideas

Now that you have a deeper understanding of what role transparency, engagement, and the Zero Moment of Truth play in the modern world today, let's break down the specifics of how you can implement these key principles successfully.

Transparency

Here are some effective ideas that you can use in your marketing plan to bring the element of transparency into your brand:

• Own up to your mistakes: Nobody's perfect, and your customers will respect you more if you're honest about your failings. You can do this by replying to customer reviews, or even writing a blog post about a recent mishap.
• Use social media platforms to give customers an inside look at your business operations: This can be done through things like live-streaming, having employees post behind-the-scenes content, or even just responding to customer queries and concerns in a public forum.
• Be open and honest about any changes or updates to your product or service offerings: Customers will appreciate knowing what's going on with the brands they support. Post updates by way of social media, email newsletters, or even just a quick message on your website.
• Avoid weasel words: The more ways you invent to get out of removing the problem for a customer, the more they distrust you. If your warranties and guarantees seem impossible to satisfy by anyone other than the Pope, you are doing your business more harm than good. Don’t fret about the odd knucklehead. Just build in a little bit into your prices to accommodate the occasional low life.

Engagement

To keep customers engaged with your brand, it's important to create content that is interesting and relevant to their needs. Here are some ideas to get you started:

• Highlight customer stories: Share how your product or service has made a positive impact on someone's life through a blog post, social media update, mass media ad, or email newsletter. Great advertising is about your customer and their life. Bad advertising is about you and what you sell.
• Be a consistent and entertaining presence: Entertainment is a currency to a too busy public. Share interesting content, run contests, donate to charity and engage with your followers on a regular basis to keep them coming back for more. Frequency of a consistent brand message is essential if you ever hope to become a household name.
• Create helpful guides and resources: Edutain prospects with something new and interesting. Show them how to get the most out of your products or services through blog posts, social media posts, or downloadable resources. People don’t change their minds. They make a new decision when they are presented with new information that they agree to believe. You cannot change someone’s behavior until you change their beliefs.
• Answer common questions: Customers will have questions about your business, so be sure to answer them in a way that is both helpful and engaging. You can interact with them by leaving comments on their blog posts or social media updates, or by sending them a personal message. Don’t feel compelled to sell them something. The simple fact that you are being useful is persuasive enough.

Zero Moment of Truth

That first moment when prospects are about to decide whether or not to buy your product or service means everything. Here are some impactful ideas that'll help you get into your audience's heads during their Zero Moment of Truth:

• Make sure your website is up to par: For customers to take you seriously, your website needs to look professional and be easy to navigate. Checking for things like broken links, outdated graphics or information, and typos will ensure that your site makes a good first impression.
• Include customer testimonials: Customer testimonials are a great way to show prospects that others have had success with your product or service. Adding a face or a name to the testimonial will make it even more relatable and credible.
• Create compelling advertisements: If your advertising is painful to you, you’re doing it wrong. Great advertising is about telling your authentic story in a persuasive way that has people stepping into your gravity well as self-selected insiders. Creating ads that speak their truth, are relevant to your target audience, and offer them something of value will immediately resonate and capture their interest.
• Engage in content marketing: Content marketing is all about creating helpful, informative, and engaging content that will attract customers to your business. This can be in the form of blog posts, social media posts, mass media ads, YouTube videos, or even downloadable resources like e-books and white papers.

Build a Tribe of Loyal Customers

Use these marketing tips to inspire you to become a brand that prides itself on transparency, engagement, and prowess in winning customers' hearts at their Zero Moment of Truth. For guidance on how you can build your brand to become a Titan in your industry, Wizard of Ads® can help. We’re marketing strategists that help brands create a powerfully authentic brand story, eye-catching brand image, and brand presence that build a tribe of loyal customers and make you a household name in your market. To learn more about how we can help you, book a call with us today!

Your potential customer has a leaky faucet. And, like any modern human being with an internet connection, they type "How to fix a leaky faucet" into Google's search bar. Six-tenths of a second later, in a highly visible block at the top of the Search Engine Results Page, they read a section of your blog post on quick DIY home maintenance hacks. Attached, is a hyperlink to your website. And as quick as that, you've got their attention. This is what we call a featured snippet. You didn't have to pay anything for Google to recommend your website. You earned it by crafting the most concise, cogent answer to a commonly asked question. Google rewards writers that create concise content — wordsmiths that get straight to the point. When you can get on Google's featured snippet in your business category, it tells the world that YOU are the expert of experts, which is the goal of every business that has a digital marketing strategy. So, how can your business get on Google's featured snippet? In this article, we'll show you how to do a snippet, the four types of Google snippet tools available, and why it matters for your business.

Featured Snippet Definition

A featured snippet, meaning a search result that features a snippet of information directly from a website, is one way Google surface results from webpages they consider to be most relevant to a user's search. When a featured snippet appears, it is typically accompanied by an image and the page title. These snippets are generated by algorithms that analyze a variety of factors, including the quality and relevance of the content, to determine which results are most likely to be clicked on by users. Featured snippets may be drawn from the content of the page itself, or they may be pulled from an external source, such as a Knowledge Graph or an answer box. It is meant to give users a quick answer to their query without having to click through to a website. They are often accompanied by images and other rich media, which can help them stand out on the SERP. They can also be used to drive traffic to websites by enticing users to click on the snippet to learn more. At Wizard of Ads®, we believe that featured snippets play an important role in showcasing your brand to your target audience. Book a call with us today to see how we can help you create clear, concise, and persuasive content that'll help you win featured snippet real estate.

4 Main Types of Featured Snippets

Four main types of featured snippets can appear in search results: lists, tables, paragraphs, and videos. All are very beneficial in their own way and can help you earn a higher click-through rate (CTR).

Definition Box

The first type of featured snippet is the definition box. This appears when someone searches for the definition of a word or phrase. The box includes the definition from a reputable source, along with a link to the full definition on the source's website. To get your content in the definition box, make sure to include definitions of relevant terms on your website. You can also try to be the source for common questions about your topic area. For example, if you run an HVAC blog, you could aim to be the source for definitions of terms like "air conditioner," "furnace," and "heat pump." Doing so could help you earn a featured snippet for those terms.

Table

Featured snippets can also be in the form of a table. This type of snippet occurs when someone asks a question that can be answered using data from a table, such as "What are the highest-rated plumbing companies in my area?" or "What are the most reliable A/C unit brands". The answer to these questions would be displayed in a table format, with the relevant data pulled from your website. These types of snippets are becoming increasingly popular, as they provide searchers with a quick and easy way to find the information they need. If you have a website that contains data in the form of a table, you may want to consider optimizing your site for this type of snippet. Here are some things you can do to increase the chances of your site being featured in a table snippet:

• Make sure that your tables are well-organized and easy to understand.
• Use clear and concise headers that accurately describe the data contained within each column.
• Use keyword-rich titles and descriptions to help Google understand what your table is about.

By following these tips, you can help your site be featured more prominently in table snippet results, making it easier for users to find the information they need.

Ordered List

Similar to a table snippet, an ordered list featured snippet displays a numbered list of information in response to a user's search query. However, while table snippets feature tabular data, ordered lists feature snippet results from a ranked list. An ordered list of featured snippets can be generated from a variety of content types, including articles, SEO, and even website content. In some cases, an ordered list snippet may be generated from a query that simply asks for a list of items. For example, a user searching for "What are the top 5 most common HVAC problems" may be presented with an ordered list snippet that ranks the most common to the least common HVAC problems:

1. Thermostat problems
2. Refrigerant leaks
3. Dirty coils
4. Clogged drains
5. Fan issues

You have the best chance to appear on an ordered list snippet when your content includes lists that are clear, concise, and provide useful information to your target audience. Lists that are too long, ramble, and don't answer common customer questions are much less likely to be featured. Remember to focus on delivering value to the user first and foremost — if your content is helpful and well-written, you're more likely to be featured in a snippet.

Unordered List

Unlike an ordered list featured snippet, an unordered list is, as the name suggests, not presented in any particular order. This type of featured snippet is more suitable for presenting a list of items that are not related to each other, or where the order is not important. For example, a list of remodeling ideas for a home or a list of creative DIY design projects that can be completed over the weekend is both examples of unordered list featured snippets. Some tips for creating an effective unordered list featured snippet include:

• Start with a catchy title that clearly states what the list is about.
• Make sure each item on the list is clear and concise.
• Use bullet points to make the list easy to read.
• Use images, if possible, to get Google features photos.
• Use keyword-rich titles for each item on the list.

When you follow these guidelines, you have a much greater chance of your list becoming a featured snippet on Google. This in turn can lead to more website traffic and potential customers for your business.

Google is Rewarding Writers of Concise Content, Wordsmiths Who Get to the Point

As we've mentioned earlier. Google rewards featured snippets to those who get to the point. So, if you have a wordsmith who can express themselves concisely, you're in luck! Google will now be giving you a little something extra for your efforts. However, not every company has attained a talented wordsmith. Here are some essential guidelines you can follow to make your content more concise:

• Keep your sentences short and sweet: A good rule of thumb is to keep your sentences under 20 words. You want to make sure your message is clear and concise, without being too wordy.
• Get to the point quickly: In the age of information overload, your readers don’t have time to wade through a lot of fluff to get to the meat of your article. Get to the point quickly so they can decide if your content is worth their time.
• Use everyday language that everyone can understand: You don’t need to use big words or fancy language to get your point across. Keep it simple so your readers can easily follow along.
• Be clear and concise: This goes hand-in-hand with keeping your sentences short. Make sure your message is clear and to the point so your readers don’t get lost in the weeds.
• Edit, edit, edit: Once you’ve written your piece, go back through and edit it for conciseness. Cut out any unnecessary words or sentences that don’t add to the overall message.

Following these guidelines will help you create content that is more likely to be rewarded by Google. So whether you’re writing for your blog, website, or social media, keep these tips in mind to produce high-quality, rewarding content.

Does Your Business Interest You? Can You Summarize Big Ideas in a Few Words?

With all this talk about featured snippets, it can make you wonder if you can even summarize your big ideas in a few words. The answer is, of course! The best way to get here is by first making your brand content into something that is interesting to YOU. When it's interesting to you, it's authentic to your voice as a business. And when your brand's messaging is authentic, your target audience will be able to tell, and they'll be all the more likely to engage. At Wizard of Ads®, we help businesses in the residential home service industry build their brands — from crafting a remarkable brand image, to teaching them how to show up on Google searches. Our focus is on helping these businesses create interesting content that authentically speaks to their target audiences. We do this by working with you to get to the heart of what YOU are passionate about, and then we craft persuasive messaging around that. Ready to get started? Book a call with us today!

How do ads become viral? They get passed along and shared between friends, family members, and internet strangers at an ever-increasing rate. Why do they share them? Because they find the ads remarkable.

People don’t share your ad because they want to be a shill for your brand. They share it because the content and messaging help them promote their own identity.

As the wise advertising wizard, Roy H. Williams once said:

“The media doesn’t make the message work. The message makes the media work.”

Sow how can you create a message that your preferred audience can identify with?

Retargeting.

Now, you may be wondering, “What is retargeting?”

In this article, we’ll give you all the essential information on retargeting ads so that you can create an ad campaign that boosts brand awareness and drives revenue. So let’s get started!

Have You Been Retargeted?

Have you ever visited a website or clicked on a product page to then see banner ads for that same company everywhere you go for the next several days?

Congratulations, you’ve been “retargeted.”

Retargeting ads are a form of online advertising that enables businesses to keep their name in front of bounced traffic after they leave a website.

It is a tool that showcases your ad, meaning it’s designed to show traffic to your website – and increase the likelihood that they’ll convert into paying customers – by targeting them with personalized ads across the web as they browse.

Retargeting ads are the newest and shiniest form of online advertising. According to a report by Skai, retargeting ads boast a 10x higher conversion rate than traditional banner ads.

Think of it like a boy who stalks a girl after a bad first date. He’s following her around saying, “Give me another chance. Give me another chance. Give me another chance…”

But you don’t have to be that boy. All you have to do is not blow the first date.

At Wizard of Ads®, we help residential home service companies with their digital marketing. We know a thing or two about what it takes to get a customer’s attention, and we’re excited to share our knowledge with you.

Book a call with us today to learn more!

Retargeting Types

There are two main types of retargeting: display and search.

Display Retargeting

Display retargeting ads involve showing ads to users based on their web browsing history. It’s a great way to reach potential customers who have already shown an interest in what you have to offer.

By targeting ads specifically to them, you can increase the chances that they will take notice of your brand and consider making a purchase.

Search Retargeting

Search retargeting ads show ads to users based on the keywords they have searched for in the past. Like display retargeting ads, it’s an effective way to reach potential customers, but it can be especially useful for reaching those who are already in the process of researching a purchase.

By targeting ads to them based on the keywords they have searched for, you can ensure that your brand is front and center when they are making their decision.

Both display and search retargeting ads are effective methods for reaching potential customers and driving sales. However, it is important to consider which type of retargeting ads will be most effective for your business before launching a campaign. If you are unsure, testing both types may be the best way to determine which is right for you.

Retargeting vs. Remarketing

Retargeting ads work to keep brands in front of bounced traffic after they leave a website. Remarketing, on the other hand, is a tool that Google uses that lets businesses reconnect with customers who have already shown interest in their products or services.

The main difference between retargeting and Google remarketing is that retargeting keeps your ads in front of potential customers as they move around the web while remarketing only shows your ads to people who have already been to your site.

Both retargeting and remarketing can be effective tools for driving conversions, but which one you use will depend on your business goals. If you’re looking to reach a wider audience, retargeting may be the best option. If you’re focused on driving conversions from people who are already familiar with your brand, remarketing may be a better choice.

Either way, both retargeting and remarketing can be useful tools in your digital marketing toolkit.

Advertising Doesn’t Fail. Ads Fail

Let’s get back to the “remarkable offer” we were talking about earlier.

We went over how the message makes the media work, not the other way around.

When your message hits the mark, whatever media channel you use to deliver it will perform like nothing you’ve ever seen before.

This is why advertising doesn’t fail. Ads fail.

To create retargeting ads that drive success, here’s what you need to do:

1. Figure out what makes your offer remarkable

This can be anything from a super-huge value stack to an exclusive advantage or an emotional benefit. Your offer should be enticing enough that people want to act on it. Think about your ideal customer’s pain points and what you do better than the competition to alleviate them.

2. Build your ad around that one thing

Now you know what makes your offer special, so build your ad around that. If you’re selling a product, make sure the product is the star of the show. And if you’re promoting a service, make sure your offer is clear. Don’t try to cram too much into your ad–keep it focused with messaging that tells a story to your customer of how their life will be better if they take you up on your offer.

3. Make sure your offer is relevant to your audience and consistent with your brand

Your offer needs to be something that your target audience actually wants, and it should be in line with the overall image and message of your brand. If you’re an HVAC company, for example, focus on ads that showcase your reliability and affordable prices, rather than ads that feature your luxury or high-end products.

4. Test, test, and test again until you find the right mix of elements that work together

No matter how great your ad looks on paper, it’s not going to do you any good if it doesn’t work. The only way to know for sure is to test it out and see how people react. Try different headlines, images, copy, call-to-actions, and anything else you can think of. Then, track your results using methods like A/B testing to see which version performs the best.

When you get it right, your ads will stop feeling like ads and start working like magic. So don’t give up on advertising; just make sure you’re process is seamless and your messaging is compelling.

That New York Times story goes…

A recent New York Times article, written by Bruce Feiler shared a study that out of two billion web visits, 55 percent of readers spent less than 15 seconds on the page.

This shocking statistic proves the quote given by David Ogilvy — otherwise known as “The Father of Advertising” — to be correct:

“Five times as many people read the headline as read the first line of body copy. So when you’ve written your headline, you’ve spent 83 percent of your ad budget.”

One shopper can be hopping from website to website, skimming and skimming until they decide on a company to purchase from — that company (hopefully) being you.

So, what did the other companies do wrong?

They spent too much time worrying about the technology that reaches the shopper, and too little time focusing on the message of their ad.

Small business owners are getting non-stop sales pitches that tell them they can “reach the ideal customer” digitally.

That New York Times article goes on to say,

“In the last few years, there has been a revolution so profound that it’s sometimes hard to miss its significance. We are awash in numbers. Data is everywhere. Old-fashioned things like words are in retreat; numbers are on the rise. Unquantifiable arenas like history, literature, religion and the arts are receding from public life, replaced by technology, statistics, science, and math. Even the most elemental form of communication, the story, is being pushed aside by the list.”

But mark our words: At Wizard of Ads®, we will always be a guardian of the “unquantifiable arenas.” We are proud to wield the power that literature, history, religion, and the arts possess in the world of advertising.

Sure, we’ll keep up with all the new tech, but it won’t ever be relied on for wisdom, persuasion, emotion, or humanity.

Ready to tell a story through your retargeting ads?

Book a call with us today to learn more!

Say someone is in the market for a new air conditioning unit. Where are the most likely places they will go to find a reputable company? Some people might ask their friends or family for referrals, while others might type "A/C replacement" in a search engine. And what search engine owns more than 92 percent of the global search engine market? Google. When someone searches in Google, a whole slew of search results appear. But the results that are most likely to catch their eye are the ones that appear at the very top of the page — the paid search results. These are Google Ads. As a home service brand, Google Ads acts as the digital equivalent of a referral from a friend. They allow you to place your brand in front of people who are actively searching for the services you offer, at the precise moment they're looking for them. In other words, Google Ads allows you to be there when your potential customers are ready to buy — which is why it's such an effective marketing tool. Ready to get smart with your Google Ads strategy? Continue reading our guide to learn everything you need to know about Google Ads for your business.

History of Google Ads

Google Ads was launched in 2000, just two years after Google.com became the most popular website in the world. Originally coined as "Google Adwords" the advertising platform was created as a way for businesses to advertise their products and services on Google’s search engine. By 2018, the platform was rebranded as "Google Ads" and has evolved to now offer a variety of features and tools that businesses can use to create effective online ads. Now in 2022, Google Ads is known to be one of the most popular and effective online advertising platforms available. Want to become a master of your Google Ads management? At Wizard of Ads®, our Google Ads Wizards can help you create and optimize your ad strategy to get the most out of your advertising budget. Book a call with us today to learn more!

Google Ads Terms

To make the most out of Google business ads, it's important that you are familiar with all of the terms used on the platform. Here are some key terms that you should know:

AdRank

AdRank is a metric used to determine your ad's position on the search results page. AdRank is based on several factors, including your max CPC (cost-per-click) bid and the quality of your ad. This feature is great for determining how well your ad is performing, and for keyword research.

Bidding

Bidding is the process of setting your max CPC bid for each of your keywords. Your CPC bid is the amount you are willing to pay for a click on your ad. This is useful for setting a budget for your campaigns.

Campaign Type

Campaign type is the setting that determines how your ads will be shown on the search results page. There are four campaign types:

• Paid Search: Display your ad on the search results page when someone types in a relevant keyword.
• Display Ads: Showcase your ad on websites that are within Google's Display Network.
• Shopping: Feature your product listing information on the search results page.
• Video Ads: Display your video ad on websites that are within Google's Display Network.
• Google App: Advertise your ad within a specific app.

Which campaign type you choose will depend on your advertising goals. We’ll go over each in more detail later on in this article.

Click-Through Rate (CTR)

The percentage of people who click on your ad after seeing it. This will assist you in understanding how well your ad is performing and whether people are finding it relevant.

Conversion Rate

The percentage of people who click on your ad and then take the desired action on your website, such as making a purchase or signing up for a newsletter. When you know your conversion rate, you'll be able to understand whether people who see your ad are actually interested in what you're selling.

Display Network

This is Google's network of websites, apps, and videos where your ad can appear. For example, if you're selling HVAC services, your ad could appear on a home improvement website.

Ad Extensions

These are additional features that you can add to your ads, such as a phone number or location. Ad extensions can help improve your click-through rate because they give people more information about your business.

Keywords

These are the words or phrases that people use to search for your product or service. When you choose keywords, you're telling Google which searches should trigger your ad. This can be SEO keywords, like "HVAC repair," or more general terms, like "air conditioning."

Pay-per-Click (PPC) or Paid Search

Paid search is a type of advertising where you pay Google a certain amount each time someone clicks on your ad. The amount you pay depends on how popular the keyword is that you're bidding on.

Quality Score

This is a number that Google assigns to your ad, based on how relevant it is to the person who sees it. A high Quality Score means that your ad is more relevant, and you'll pay less per click. This allows you to get more clicks for your advertising budget.

Automated Bidding

Automated bidding is where you let Google set your bids for you, based on your budget and goals. When Google optimizes your bidding for you, you don't have to worry about manually setting your bids. This can save you time and help you get more clicks for your budget.

Manual Bidding

Unlike automated bidding, manual bidding is where you set your own bids. This gives you more control over how much you spend per click, but it can take more time to manage your bids. Manual bidding can be more beneficial in situations where you have a specific budget in mind.

5 Campaign Types on Google Ads

There are many different directions that you can go in for your Google Ads campaign. Here are the five main types of Google Ads campaigns that you can use to market your online business:

Paid Search Ad Campaigns

Paid search ad campaigns are a great way to get your website in front of potential customers who are actively searching for what you have to offer. By bidding on relevant keywords, you can ensure that your ads are shown to people who are most likely to be interested in what you're selling. If you're thinking about launching a paid search ad campaign, here are a few things to keep in mind:

• Choose your keywords carefully. Make sure you're bidding on keywords that are relevant to your business and that people are actually searching for.
• Set a budget. Decide how much you're willing to spend on your campaign and stick to it.
• Monitor your results. Keep an eye on your click-through rate (CTR) and conversion rate to see how well your campaign is performing. If you're not getting the results you want, consider making changes to your keywords, ad copy, or landing pages.

Paid search ads can be an effective way to drive traffic to your site and generate leads or sales. However, they can also be expensive, so it's important to carefully consider your goals and budget before starting a campaign.

Display Ad Campaigns

Display ad campaigns are a type of advertising that uses visuals, such as images or videos, to capture attention and promote a product or service. They can be used on websites, apps, and other digital platforms. Display ads can be an effective way to reach potential customers and generate leads. They can also be used to build brand awareness and create an association with a certain product or service. When using display ads on Google, businesses can target potential customers based on factors like interests, demographics, and online behavior. Google also allows businesses to target specific websites or apps where they would like their ads to appear. To ensure your campaign is successful, it is important to choose the right keywords and create relevant and engaging ad copy. Additionally, you should consider your budget and set a realistic goal for your campaign. With the right planning and execution, display ads can be a powerful marketing tool.

Video Ad Campaigns

Looking to engage your audience with enticing visuals? Then video ad campaigns are the way to go! Video ads are a creative way to get on your target audience’s radar when they may not have heard of you before. For example, if you want to create a Google commercial about your plumbing business, you can target people who live in a particular area and have searched for keywords like "plumber" or "leaky faucet." You can also set up your ad so that it only appears when people are watching videos related to plumbing or home improvement. This ensures that your target audience is seeing your ad, rather than wasting your time and money on ads that no one will ever see. There are a few things to keep in mind when creating video ad campaigns. First, you'll need to create an eye-catching and attention-grabbing ad. Your ad should be short, sweet, and to the point. It should also be relevant to the keywords that you are targeting. If your ad is not relevant, people will simply skip over it and you'll miss out on potential customers. Next, you'll need to choose the right keywords. You'll want to choose keywords that will reach your target audience when they search for related terms. Lastly, don't forget to track your results! You can do this by setting up conversion tracking in Google Ads. This will allow you to see how many people are clicking on your ad and whether or not they are converting into customers.

Google App Campaigns

With Google App Campaigns, you can promote your mobile app through Google's ad network. This type of campaign is specifically designed to reach potential users across multiple platforms, including search, YouTube, and the Google Display Network. App campaigns are a great way to reach new users, as they allow you to specifically target people who are likely to be interested in your app. You can use keywords and demographic information to make sure your personal ads are shown to the right people. To make sure your app advertisement is engaging, try using video or images to show off your app's features. You can also use deep links to take potential users directly to specific content within your app as well as showcase reviews and ratings to give people an idea of what others think of your app.

Shopping Ad Campaigns

If you're looking to advertise your products or services on Google, shopping ad campaigns are a great way to do it. Shopping ads are essentially product ads that appear in Google search results, and they can be an effective way to reach potential customers who are already interested in what you're selling. The key to successful shopping ad campaigns is choosing the right keywords. When potential customers search for those keywords on Google, your ad will appear in the results. So it's important to choose keywords that are relevant to your products or services and that potential customers are actually likely to search for. Once you've chosen your keywords, setting up a shopping ad campaign is relatively easy. You'll just need to create a few ads and then set a budget for how much you're willing to spend on each one. After that, you can sit back and watch the leads (and sales) roll in!

Google Ads Bidding Strategy

Google Ads offers several bidding strategies to choose from depending on your business goals. You can choose to optimize for clicks, conversions, viewable impressions, or a combination of these objectives. Each bidding strategy has its own benefits and drawbacks, so it's important to select the one that best aligns with your goals. CPC (cost-per-click) bidding is the most popular Google Ads bidding strategy. With CPC bidding, you pay each time someone clicks on your ad. This type of bidding is good for businesses that want to drive traffic to their website or generate leads. The downside of CPC bidding is that it can be expensive if your click-through rate is low. CPA (cost-per-acquisition) bidding is a Google Ads bidding strategy that allows you to pay for each conversion. This type of bidding is good for businesses that want to generate sales or leads. The downside of CPA bidding is that it can be more expensive than CPC bidding if your conversion rate is low. Viewable impressions bidding is a Google Ads bidding strategy that allows you to pay for every 1,000 times your ad is seen. This type of bidding is good for businesses that want to increase brand awareness. The downside of viewable impressions bidding is that it can be more expensive than CPC or CPA bidding if your view-through rate is low. With so many Google Ads options available, it can be difficult to know which one is right for your business. Start by considering your campaign goals and then choose the bidding strategy that best aligns with those goals. If you're not sure which bidding strategy to use, consider experimenting with different options to see what works best for your business.

Google Ads at Work

So, we now have a thorough understanding of what Google Ads' main functions are and why businesses should be interested in using this tool. But how does it actually work?

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. It does this by collecting data from a customer's site settings through the use of Google cookies and then analyzes the collected data and provides users with customized reports about their website traffic.

Urchin Tracking Module (UTM)

The Urchin Tracking Module (UTM) is a small piece of code that can be added to the end of a URL, which allows Google Analytics to track the source of the traffic. This will help you to see not only where your traffic is coming from, but also what type of traffic it is.

Conversion Tracking

Conversion tracking is a feature in Google Analytics that allows you to track what happens after a user clicks on one of your ads. This can be used to track sales, leads, or any other desired action that takes place on your website. Google is able to track this data by placing a small piece of code on your website, known as a conversion tracking pixel.

Customer Relationship Management (CRM) Integration

CRM integration is a process that allows you to connect your Google Analytics account to your CRM software. This is done by simply installing a plugin or adding some code to your website. CRM integration allows you to see your customer data in one place, and make better decisions about your marketing & advertising strategies. There are many different CRMs available, so be sure to choose the one that best fits your needs. If you have any questions about getting started with Google Ads, or if you need help optimizing your account, we'd be happy to help. At Wizard of Ads®, we help residential home service businesses build brilliant brands using the exceptional advertising spells we've acquired over three decades in the trenches. We're a team of home service marketing wizards who are ready to help you take your business to the next level. Book a call with us to maximize your digital advertising today!