The 10 Most Prominent Google Partners To Look At in 2022 March 2022

Chris Fawcett

is King Optimization Hacks

Long-form Content as an Effective Digital Marketing Strategy 5 Ways to Improve Your ROI Through Google Ads

editor

Bhushan Bhad Managing Editor

Partnering Google, Transforming Businesses!

nnovation is a spirit that cascades into a rollercoaster

I ride and surpasses challenges while sprouting futuristic outcomes.

Ushering through an age where inventing the printing machine in the 1450s was known as the most revolutionary step of mankind, who knew that the future would surpass paper technology and enter into a paperless economy. But with scientific development and entrepreneurial zeal, scientist, engineers and artists have consistently redefined the limits of human excellence.

One such development in the Information Technology space is GOOGLE. Started as a Ph.D. project by Larry Page in 1998, the American search engine company has changed the world for the better.

Today, Google has become an intrinsic part of our digital world.

As recently reported in October 2021, many social media servers witnessed outages, and the world experienced a halt in its multitude of functionalities. Imagine the businesses that lost its potential clientele due to the disruption of WhatsApp and Facebook outages or the social media threads that weren't visible to the organization's target audience just due to an overnight outage!

Now ideate a situation where google halts its services even for an hour?

The question might haunt you, but understanding the significance of google's existence may add a sigh of relief!

In my opinion, Google has become the planter that nurtures businesses while bridging the global gap of the socioeconomic divide. With this technological excellence, we have stepped into a digital age that fosters not only globalization's core objective but also trailblazes technology leadership.

But Google isn't just a search engine anymore. It has spread its wings in almost every technology, business, or social initiative. With the rise of digital solutions across the business fraternity, google has introduced multiple software, applications, platforms, systems, and business-friendly services too.

Be it the google cloud, GrowWithGoogle, Skillshop, Partner Directory, or thinkwithgoogle, the search engine giant has become omnipresent and is revamping businesses with its partnering services. Using this opportunity, many

organizations partners with Google and are transforming businesses with digital marketing, cloud systems, IT management, and many more.

Scouting such technology leaders is our new edition, "The 10 Most Prominent Google Partners To Look At in 2022, " and proves to be an eyepopping journal for the business corporates wanting to ride the tide of the digital revolution.

While you flip through the stories of dynamic google partners who are shaping the digital age with technological excellence, make sure to read the insightful articles opined by our in-house editorial team.

I hope you have a happy read.

- Bhushan Bhad

,

, Google Partners are driving the transformative wheel while steering ahead into a smooth future.

Third Marble Marketing

Corporate Ofce

Featuring BriefCompany Name

Better&Stronger better-stronger.com

Bloom makeitbloom.com

Simon Néouze

Founder and CEO

Martin Perron CEO

Better&Stronger is an international digital marketing agency. The agency uses its digital expertise to help people and businesses grow.

Bloom is a digital marketing agency that specializes in Paid Search, Display, Social Ads, SEO, and Digital Strategy.

Booster Box boosterboxdigital.com

Codelattice www.codelattice.co Elogia elogia.net

Gianluca Binelli

Founder and Managing Director

Vijith Sivadasan

Founder and CEO

Booster Box is a scientific online marketing and technology agency based in sunny Tuscany. It helps large, international businesses succeed online by using a scientific approach.

Codelattice accelerates business endeavors across the globe, with bleeding-edge technology and prebuilt software components.

Evonence llc evonence.com

Ruben Ferreiro CEO

Vijay Shah Co-founder

Elogia, a VIKO Group Company, is a digital agency specialising in Digital Commerce Marketing. It helps its clients to best use digital media to sell more.

Evonence is a Google Cloud partner company founded in 2014. It is one of the Google Cloud eco system's fastest growing partners, offering Google Cloud solutions in the mid market across North America.

Genie Goals geniegoals.co.uk

Grizzly New Marketing grizzlymarketing.com Hallam hallaminternet.com

Emily Long CEO René Smidt

President Jake Third Managing Director

Genie Goals is a multi-award winning agency specialising in PPC, Paid Social and Affiliate Marketing, exclusively for retailers.

Grizzly New Marketing has been operating as a search engine specialist since 2001. Grizzly works closely with businesses to help grow and maximize online campaign performance.

Hallam is a collaborative digital agency. It employs strategic thinking, creativity, and cutting-edge technology to assist its clients in increasing their revenue and thriving online.

Third Marble Marketing thirdmarblemarketing.com

Chris Fawcett

Founder and CEO

Third Marble Marketing provides specialized Internet marketing services to get small businesses on Page One of Google.

Chris Fawcett Founder & CEO Third Marble Marketing

Story

Marble Marketing

Google Partners

Look

The evolution of marketing commenced with the introduction of digitalization. This evolution has granted businesses the ability and the opportunity to reach more people through better mediums. Additionally, the evident technological developments are providing the right assets for fulfilling the marketing industry’s essential requirements.

So far, technology has transformed marketing by making campaigns more personalized and efficient, creating a more integrated system for customers and marketers alike.

With these advancements, the demand for enhanced marketing tactics for businesses are on the rise. The ability to master and leverage these trends is becoming one of the most sought-after skills.

Currently, the marketing space is dominated by companies that are consistently providing their clients with effective marketing strategies and tools to enhance their business, and Third Marble Marketing is one prominent name among such companies.

Third Marble Marketing specializes in getting businesses on page #1 of the Google search results with Search Engine Optimization services and Google Ads Management. The company helps its clients with almost any kind of budget—from $300 to $20,000+ a month—with Google Ads.

Third Marble’s vision is to help small businesses grow. Whereas its mission is to engineer affordable Google solutions to grow its client’s business with efficient processes. The company operates on the core values of being transparent, client-focused, efficient, collaborative, and excellent in the marketing industry.

Third Marble has proven experience with search, display, remarketing, shopping, and YouTube ads. They also specialize in local search engine optimization and can also help their national and eCommerce website clients. The company has specific departments that perform specific tasks in accounts.

The Commencement Chris Fawcett, the founder and CEO is at the helm of the company’s ascending success. Third Marble started when the owner of Chris’s favourite local pizza shop asked him to build a website. He agreed, and after the website was up and running for a while, the pizza shop owner was not

Third Marble’s business is built around the Henry Ford assembly line concept.

getting any phone calls from his website. Chris told him that he needed to do some online advertising. “If you build it, they will not come,” Chris said. “Having a website without advertising it is like printing business cards and not handing them to anyone.”

A few weeks later, the pizza shop owner called Chris with some questions about a contract he was about to sign. The pizza shop owner was approached by a salesperson from an online advertising company that wanted to charge him $1200 a month on a 12-month contract for Pay per Click advertising.

Chris could not believe it – there was no way there are that many searches for pizza in one month for that small of a geographic area. So, Chris advised the pizza shop owner not to sign that contract and began advertising the pizza shop’s new website. He tried numerous different strategies to advertise the pizza shop online, including search engine optimization, email marketing, social media, and pay-perclick on Google, Yahoo, and Bing.

After only a few weeks, it became very obvious that there was only one truly effective strategy—one that was costeffective and did not consume hours of the owner’s time each week—Google Ads.

For such a small company, Yahoo and Bing did not generate enough clicks to make the management of the campaigns worthwhile. Facebook and email marketing were too timeconsuming for the owner and did not help generate many new customers.

Since Google Ads was generating 80% of all the traffic to the website, and budgets and resources were limited for the pizza shop, the team decided to drop all other online marketing, except for Google Ads.

What fascinated Chris the most – he had a tough time even spending $300 per month, let alone $1200. How could that

‘reputable’ company charge a little pizza shop $1200 per month? Were there other small businesses that needed this kind of help too?

So, Chris started asking other local business owners if they ever get business from their websites and if they ever had a positive experience with an online marketing company. Their experiences varied, but there was one common response – ‘No.’

So, Chris started advertising a few more local companies online using Google Ads, and the results were the same as the pizza shop – more new customers and positive ROI.

Seeing the opportunity to start a small business that could help small business owners everywhere, Chris did quit his job and started Third Marble Marketing. After a while, it became very obvious that there are too many internets advertising companies out there that are taking advantage of small business owners.

In fact, the horror stories continue to come about ‘reputable’ companies – including mis-billings, over-charges, lawyer

calls, and the most frequently heard story by: “I paid them all this money, and they said they drove all this ‘traffic’ to our website, but we haven’t gotten one phone call yet.”

So, Chris vowed to make Third Marble Marketing a resource to help the small, local business owners grow their business by providing an affordable internet marketing strategy that effectively generates customers, NOT ‘traffic’.

Outstanding Leadership

Chris’ dedication to learning ‘all things Google’ has been a huge asset to Third Marble Marketing. He is and continues to be one of the top Google experts in the entire company, who helps to train the rest of the employees. His training keeps the staff up to date on the latest changes concerning Google. His focus on keeping a positive work culture is part of what makes working for Third Marble special.

As a recovering industrial engineer, Chris has always been focused on efficiency and making things work better. It is just the way his brain is wired. Growing up, he always enjoyed taking things apart to see how they worked.

As a child, very few of his toys lasted exceedingly long. Chris was always trying to make them go faster or fly higher. For example, he can tell you that Lego motors do not last very long when you connect them to a car battery.

Chris went to Virginia Tech when he found out that they were one of the top-rated Industrial Engineering schools in the nation. In the ‘80s, Japan was out-manufacturing America, and Chris wanted to make a difference, and that’s still one of his main motivations today.

After college, he started working for a marketing company that was using advanced technology to improve its marketing decisions. They quickly entered the eCommerce space in the early 1990s, and that is how he started his career in internet marketing. After several eCommerce jobs from 1992 to 2009, Chris started Third Marble to help the average American small business compete online.

What Sets Third Marble Apart

As established before, Third Marble’s mission is to help local economies grow across the country by making Google Ads and SEO affordable and accessible to local and small

businesses. Especially now that their potential customers are turning to Google to find businesses.

If they, like many business owners, do not have the time to research and work full time on their Google Ads and SEO to try to get to page one, Third Marble’s proven processes could be the simple, affordable answer. Because when a business owner hires Third Marble, they are hiring a team of Google Ads and SEO experts to apply its affordable and proven process to their business.

Third Marble has spent over ten years streamlining their process. The company hires folks who believe in its vision

Third Marble’s mission is to engineer affordable Google solutions to grow their client’s business with efficient processes.

of helping local economies grow by engineering an affordable online marketing option with Google. People working at Third Marble care about each of their client’s goals and understand how important their services are to the businesses they cater to.

As established before, Third Marble is hyper-focused on Google to such an extent that it knows every update and change, so it can pivot if/when necessary. The company’s reporting is generated directly from its client’s Google Ads account and spit out in a way that makes sense. It also reflects data fluctuations from the previous month, so clients can easily track if their cost per click has increased, for example.

Efficient Collaboration

When a client signs up for Third Marble’s services, their account is assigned to an Account Manager. The account manager meets with the client to understand what their marketing goals are and disperses that information to the rest of the team.

Whenever their client needs to make a change to their account, all they have to do is email their Account Manager. Then, Third Marble figures out the best way to accomplish what the client needs.

Third Marble’s business is built around the Henry Ford assembly line concept. The company has specific departments that perform specific tasks in accounts. This allows it to be efficient with its work, allowing overhead costs down and keeping pricing affordable for its clients.

The company has the pricing designed to just perform Google Ads management or SEO work, but if the client needs a little extra collaboration or help outside of those areas, Third Marble has options to make that happen for its clients.

Third Marble is a ‘Process-Based’ service vs. a ‘Project-Based’ agency. Most full-service digital marketing agencies adopt a ‘project-based’ approach to marketing management.

It requires a team of people; each one is an expensive specialist, who meets regularly to figure out what custom plan is needed to achieve one’s marketing goals.

These excessive meetings take time and cost money. This approach means that every client is a ‘project’. They have project management tools and software and require a project manager. Projects have a beginning and end, but the steps between the beginning and end are not yet defined. You have to pay a project team to create all the steps to achieve your goals. A project-based service can deliver a very customized result at a much higher price.

Third Marble figures out the best way to accomplish with Google what the client needs.

A ‘process-based’ service, like Third Marble, does not need all the overhead. Processes have a beginning and end, and the steps between the beginning and end are already defined. A process saves time and energy by not reinventing the wheel with every new customer.

Companies that provide a process-based service are more efficient and can deliver a more repeatable, predictable result for a lower price.

Enabling Innovations in the Marketing Space

Google is constantly changing, but they have always remained true to their one purpose, and that is to give a google searcher their most relevant search results possible.

Years ago, the algorithms were easier to understand. Today, Google uses more artificial intelligence in its algorithms for determining the organic search results.

Even the bidding options and algorithms in Google Ads have expanded dramatically. Also, Google Ads has grown more complicated and requires more analysis than it did several years ago.

Since Third Marble is always focused on bringing its client’s business on page one of Google, they are just continuing the ride of the AI and ML wave. Third Marble learns, and researches each update, rectifies how it is changing its client’s results and adjusts its processes to keep its clients on page one of Google.

Surmounting the Adversities of the Pandemic

Having the team separated from each other has been a challenge for Third Marble. Partly just because they all really enjoy each other’s company, and the rest is that sometimes it is just easier to work in the office together for some projects. The team had just moved into a bigger office space before the pandemic hit, which was a really exciting move for Third Marble.

They got about a year into enjoying that space, and now it sits as an overhead cost while everyone works from home. The company is doing its best to understand this time is a struggle in diverse ways for everyone on the team, and they are all navigating this tough time the best way they can. Though, they miss seeing each other and getting together for company activities.

Inspiring the Aspirants

“Google is constantly updating and changing; prepare your staff to stay on top of all the changes that Google makes,” says Chris.

Clients tend to expect instant results and that just does not happen. Google Ads is a database marketing tool. Chris’ opinion is, “Remember to analyse the data; what works for one client may not work for another.”

Marketing campaign requires data. A brand-new campaign has no data, so it takes time to collect enough data for the system to make intelligent, predictable decisions, and adjustments to the bidding. Be sure to manage their expectations.

Chris also mentions, “the more you spend, the better the results.” Clients can see results with modest budgets; however, it takes longer to optimize the campaign for a positive ROI. The same concept applies here. “More data means better decisions and better results,” he adds.

To get there faster, you need data, which means you need a healthy budget to create data trends.

Chris’ advice is “Know what people want, how they think, and how they search.” The increase in voice search and digital assistants has increased the variety of search terms. “Know how this affects how people search for your client’s products and services,” he adds.

A Thrust towards a Better Future

Third Marble Marketing will continue to streamline processes to keep overhead costs down so that it can pass those savings onto its clients. Third Marble Marketing is conducting shopping ad studies to update its current process and is witnessing significant success while fulfilling its clients’ requirements.

Booster BoxBooster Box

A Passionate International Performance Marketing Agency for PPC Advertising Campaigns

oogle is a giant system, and under it, there are a

Gvast number of services using which businesses can achieve their various purposes. One of the major services that Google provides is Google Ads. It gives a platform to every type of business to run their marketing and advertising campaigns using the budget that is available to them.

The most important aspect of Google Ads is that it can show you exactly where and how your marketing budget has been spent. In addition, it shows the minute-to-major matrix of your ad campaign's performance.

The interesting fact is that, using Google's Pay-Per-Click (PPC) model, you can wisely plan your campaigns to maximize the outcomes as well as make better use of the technology and data that are available. There are Google Partner companies that provide specialized and focused services to get you the most value for money from your online ads.

Booster Box is a Google Premier Partner for 2022. It is one of the top companies in its country, and it has fulfilled all of the partner criteria. The agency is one of the passionate performance marketing agencies that facilitate focused and effective PPC advertising campaigns. It aims to "Make Smart Smarter" through its well-planned online advertising campaigns.

In an interview with Booster Box's Gianluca Binelli (Founder and Managing Director), we discussed his digital marketing agency's journey and its enthusiastic approach towards running clients' PPC campaigns.

Below are the interview highlights:

Please brief our audience about your company, its USPs, and how it is currently positioned as one of the reliable firms in its niche market.

Booster Box is a scientific performance marketing agency. This is just a complex way of saying we use a data-driven approach to run wildly successful international campaigns that are helping our clients reach their ROI goals. Everything we do is strongly rooted in numbers, and we focus on technology and automation to maintain efficiency and quality while scaling fast.

What are the core values upon which your company is built?

The three core values at Booster Box are:

1. Dataism: Our religion is data. Relying heavily on data is something that permeates every single aspect of our company: we use data to make any single decision within the company, from choosing the coffee brand for the mini kitchen to calculating how much we should invest in a certain channel.

2. Ownership: Every single person working at Booster Box is the owner of his/her specific project. In a nutshell, we believe that with great power comes great responsibility, but also the opposite. So, we try to give everyone working at Booster Box a lot of responsibility in order to unleash their intellectual power. At the agency level, ownership means considering ourselves not just an external partner for our clients but an integral part of their growth.

3. Automation: We are lazy, we have automated most of the boring bits so we can focus on the fun part: driving impact. Life is already too short to spend hours and hours improving campaigns one keyword at a time or pulling data into a report. This is why we turned to build our own scripts and technology to do things for us, which means more hours to look at the bigger picture and focus on what matters.

Everything we do is strongly rooted in numbers, and we focus on technology and automation to maintain efficiency and quality while scaling fast.

Managing Director

Tell us more about your company's offerings and what aspects make it stand out in the competitive market. Our core services are performance marketing (paid search and paid social media), SEO, and MarTech (tracking and analytics). As our payoff goes, "We Make Smart Smarter": we are focused on automation to increase the efficiency of campaign building and budget allocation. We use machine learning to our advantage and build on top of it with an arsenal of scripts and tools.

We leverage data to optimize for new objectives and we create innovative attribution models.

We are driven by our vision: we want to build Silicon Tuscany, ditching the tradeoff between location and impact. From the border of the empire, we strive for excellence in building international campaigns. In five and a half years, against all bets, we have kick-started a technology bubble in the middle of the Tuscan hills. In 2019, we were recognized as the Best Small PPC Agency in Europe.

Please brief us about your journey in the industry and how you have contributed to the success of the company. I am Gianluca Binelli, Founder and Managing Director of Booster Box, a scientific performance marketing agency. Prior to Booster Box, I spent six and a half years at Google in Dublin, NYC, and London. I managed online marketing for Google's products in EMEA and I am an advisor for CapitalG, Alphabet's Independent Growth Fund.

Being an experienced leader, share your opinion on how the adoption of modern technologies like AI and ML has impacted the marketing industry and how is your company riding the technology wave?

Since the inception of Booster Box, we have focused on building tools and tech to better leverage internal and

external data to serve more relevant ads to users. The recent advancements in machine learning and artificial intelligence have only accelerated a long-term trend that provides marketers with more capability to do things that only a few years ago were not possible.

The real question is: how do you stand out in a world that is machine learning-dominated, where algorithms are leveling the playing field? We think the solution lies in making smarter decisions based on GDPR-friendly first-party data. Leveraging AI to feed algorithms is a competitive advantage at the company or agency level. We see a future where the secret sauce is no more the algorithm itself but the data we are feeding it with, which needs to be more accurate and sophisticated.

Considering the current pandemic, what initial challenges did you face, and how did you drive your company to sustain operations while ensuring the safety of your employees?

At Booster Box, we took the virus very seriously from the beginning, preferring a "safe is better than sorry" approach from day 1. I guess all those zombie movies that I have watched finally helped me make the right call.

I prepared an emergency plan after the virus was confirmed in China. As soon as Patient 1 was found in Italy, we activated it. We stopped traveling and events. We closed both offices (Milan and Tuscany) and immediately set everyone to work from home.

We started going back to the office in spring 2021 when restrictions eased in Italy, and we officially opened our brand-new HQ in Pietrasanta in May 2021. In October 2021, we also reopened our Milan office in a different, much cooler location!

What would be your advice to budding entrepreneurs who aspire to venture into the industry?

Fall in love with the methodology and not the idea. "Speed is of the essence" is probably an understatement: in this industry, changes are constantly happening, and success strictly correlates with the ability to keep innovating in an ever-changing environment.

The real secret for scalability is not being too affectionate to an idea or product—otherwise, you will get stuck with it—but rather being in love with the methodology and adapting it to whatever the industry throws at you.

How do you envision scaling your company's operations and offerings in 2022 and beyond?

We have two big work areas for 2022: the first one is better measurement, which entails incrementality and privacy, and other fun things. The second element is CRM integration with advertising platforms.

The secret to moving with machine learning and not against it is to feed it better data. That is why we believe that companies with better data will eventually have an incremental advantage over competitors.

Major Achievements

Nominated as the Best Small PPC Agency in Europe in 2019.

Gianluca was nominated as the 10th most influenal PPC expert by PPC Hero in 2021.

According to the Financial Times, Booster Box is the 125th fastest growing company in Europe.

Booster Box team has been invited to speak at the European Commission and at the main industry conferences.

Booster Box is cerfied as one of Google's Internaonal Growth Agencies and Digital Champions.

What Clients are Saying

Booster Box has been a key player in Taboola's growth since we started working together back in 2016." – Elad Efrima – Director of Acquision at Taboola

We call [Booster Box] Subito Tuscany as it is a natural extension of our in-house digital acquision team." –Alessio Forte – Head of User Acquision at Subito

Booster Box is one of the best digital markeng partners I've ever worked with. They've helped opmize our digital investment and scaled results by using the most advanced tech stack available." – Riccardo Zilli –Online Markeng Manager

Long-formContent as an EffectiveDigital MarketingStrategy

Creating thoroughly researched content requires time and expertise. If done right, a few pieces of longform content can boost your search rankings faster than most short-form content. Also, well-researched, planned, and presented content can always stand the test of time and be useful for years.

Today, every organization is building its digital presence to reach consumers effectively. All of them are contending for top search engine rankings in their desired keyword categories.

As many of us know, companies must have content plus search engine optimization (SEO) strategies at work to get top rankings. To meet this requirement, it has become common practice in many companies or digital agencies to create web pages with short content specifically for search engine ranking purposes.

While quickly produced content could enable companies to get indexed on top, the content lacks the engagement factor most of the time. Such content fails to retain individuals' interest due to a dearth of quality. Needless to say, it does not help a company with converting website traffic into customers. To tackle this issue, companies have to adopt the practice of putting properly researched long-form content on their websites.

The Advantages of Long-Form Content

It is necessary to put time and energy into developing wellresearched, top-quality content. This can be put into one long page explaining every minute aspect, fulfilling the website visitor's queries.

There are numerous benefits of long-form content, of which the most important are listed below.

Enhances the Brand's Reliability

The core of every business is building customers' trust in its products and services. The long-form content allows companies to do this exercise more conveniently. Shortform content very rarely proves to be engaging for users. On the other hand, the chances of readers getting immersed in the long-form content are high.

Detailed information articles build an image of the website as a reliable and expert platform on the subject matter. Long-form content enables you to satisfy users' queries in effective ways. This results in more users engaging with your digital content, increasing its reliability. The more reliable a company's content is, the more people will want to do business with it.

is

Effective Way of Link Building

The long-form content allows a company to put as many internal relevant links as it wishes on its web pages. It helps Google to suitably understand the structure of the website. It is always a great practice to build links within the content in such a manner that any search engine can understand how a website's content pages are relevant to each other.

Moreover, as the long content's purpose is centered upon creating useful information, the chances of its link sharing also increase. These pages can earn you more backlinks, social shares, and page authority. This helps in improving the website's rank on the Search Engine Results Pages (SERPs).

Improved Conversion Rates

One might think that today's individuals cannot focus. And in such a situation, a long article would not be able to retain visitors on a web page for reading it throughout, let alone the chances of converting them to customers.

But the reality is different. If the content has quality, it will be able to hold the user's attention till the end. Many visitors would consider becoming customers of a company once they are satisfied with the company's content on the website.

A case study of Highrise Marketing, Inc. found that its home page with long-form content saw an increase in conversion of more than 37 percent. Another study of Crazy Egg found that long-form content increased its website's conversions by 30 percent.

Social Media Perks

Social media may be filled with memes and viral videos nowadays. But it also has a userbase that prefers reading well-researched, in-depth articles.

A recent study says that videos are the most viral content on social media these days, but in-depth features are not far behind. "We found long-form articles doing very well on the social web, despite the demands of an increasingly mobilefocused market," states Liam Corcoran, one of the primary researchers of the study. It found that the more useful the

content is, the more it gets shared across the social platforms, no matter how lengthy it is.

The Bottom Line

All said and done; digital marketing is just getting started. In the last few years, many strategies have been applied to get brands noticed on the internet. Many were able to get attention, but the retention factor was lagging. Due to a lack of content quality and in-depth presentation, many company websites suffered.

Taking this as a learning experience, companies will now need to focus on building well-researched long-form content to satisfy the visitor's queries. The more useful the content becomes, the more it will be valued by visitors, turning them into customers. Furthermore, the long-form content will keep on supporting the company to strongly sustain its digital presence for years.

- Vishal Golekar

Vijay Shah Co-founder Evonence LLC

S

ince 2001 Grizzly New Marketing has ranked over 1 million keywords in the top search engines, including Premier Google SMB Partner, for every imaginable industry. Grizzly was the FD Golden Gazelle’s fastest-growing company in the Southern Netherlands consecutively since 2017 and among the fastest-growing 1000 in Europe according to the Financial Times.

The rules of the jungle apply in the business where marketing is everything. No matter how good a product is, without sales, there is no business continuity. That’s why they need a bear by their side such as Grizzly New Marketing.

Grizzly’s modus operandi is interacting with its clients’ sales front in doing everything that is possible online to market and to keep competitors feeling the bearish market conditions. As a Google Premier SMB Partner and a marketing consultant since 2001, Grizzly can help businesses forage through the marketplace and get that honey out of that beehive.

Grizzly New marketing keeps iterating its success and that of its client’s campaigns via its strategic local service packages based on the number of keywords for SEO articles:

package

package

package

Search Optimization for Local Businesses

Grizzly New Marketing secures new business and returns customers for professionals such as dentists, landscapers,

interior designers, architects, attorneys, physiotherapists, chiropractors, and so on. The businesses may also be corner shops, solar installers, delicatessens, cleaners, spas, pizzerias, malls, florists, garages, and the list is endless. Grizzly helps these types of businesses to market to residents and visitors to their locality. Any traffic to their sites or social media coming outside of these targets is noise and not very useful to the client.

In addition, Grizzly conducts an optimal design of the ‘Google My Business’ profile for its clients. Thus, a client located around Brooklyn, New York City, Manhattan, or New York is visible to end-users in a manner that depicts the uniqueness of their business.

By leveraging on long-tail terms used to search the web in the local dialect or culture and by applying regional advertisement, more inquiries start coming in from potential

customers. For those businesses that want their business's pin to be at the top of the search list, Grizzly does that.

Search Optimization for Nationwide Providers

This package is in use by a range of businesses from startups and SMBs to large corporations that are aiming for a regional, national, or even international appeal. They may be service providers or goods suppliers or a combination of both. They aren’t necessarily brick-and-mortar establishments; they may be purely online.

Grizzly’s clients in this category include restaurant chains, hotel chains, hospital chains, franchise stores, service centers, depots, fuel stations, entertainment and betting affiliates, experiential providers, bandwidth or hosting providers, web or graphic template providers, the fine arts, and so forth.

These are the type of businesses that target very large demographics due to the unisex and ageless nature of their products, whether goods or services. Grizzly runs campaigns that market products from classic to new, to a suite of variants, to one that currently has a bonus or is discounted.

Grizzly recognizes the importance of positioning in search results to give the end-user a sense that the business is a forerunner in its industry.

Search Optimization for Online Businesses

E-commerce has overtaken traditional brick-and-mortar in our times. Some of the largest and most profitable multinationals make their revenues solely online. Think of Google, Microsoft, Oracle, TikTok, and the Facebook suite

that includes WhatsApp and Instagram. It is mainly as a result of the high rates of penetration of mobile telephone and access to the Internet even in developing countries that online businesses have taken off.

The virtual world has become real, and the real world is becoming obsolete. Grizzly New Marketing has been right there strategically grabbing niches and regions for online businesses, which then cater to their acquired customers by delivering an online service or a physical product via shipping.

Complacency is costly in this virtual world, where established brands can still be ousted by new players who offer the latest and greatest or even more, destructive to the status quo, disruptive new products. Grizzly New Marketing prides itself in keeping the bears ahead of the wolf packs.

Capitalizing on their rapid growth, online businesses tend to acquire more venture capital for expansion and reinvestment, angling marketing-driven sales in an endless growth cycle. Furthermore, they receive positive reviews

and word-of-mouth referrals from their base customers. These lead to more searches, and guess who keeps them ranked highly and organically on search engines?

Grizzly New Marketing has the know-how of placing businesses on the first page of search results. They can have their enticing link just below the Google Ads or even in between them without having to resort to pay-per-click tactics. However, when utilized as a part of a larger Grizzly campaign, Google Ads have proven effective for certain online businesses.

Grizzly’s Main Focus Areas in Marketing

Grizzly focuses on a business’s visibility, without which there’s no basis for marketing. The agency puts businesses in front of their target audience by asking who would be a typical client, their demographic, their culture, their aspirations, and what kind of relationship would they have with the product/service.

Grizzly helps you find new client types too, increasing the business’s market share by bringing in new business. It’s a

world of unified communications, from broadcast to print to digital, and Grizzly knows how to reach the target audience in this online jungle before the competition.

Grizzly also examines a business’ findability because there is no greater frustration than for a client to spend so much time locating a business whose brand is already well known. Therefore addresses, branch locations, links, contacts, business hours, affiliates, resellers, and pre-orders are used to clearly define the sales funnel.

Of course, in the luxury business, there’s a need to maintain some exclusivity but without losing out on potential clientele, so Grizzly customizes luxury clients’ niche findability without compromising on their exclusivity.

Then comes a business’s reputation, that precious fuel for growth and longevity in its industry. Think of the reputation of the Grizzly bear: formidable. That is what Grizzly marketing seeks to impart from the end-user’s perspective. Reputation is something that obviously grows with time, and hence, Grizzly’s organic approach to marketing as opposed to using pay-per-click advertising and spamming methods builds a solid reputation base. As the saying goes, reputation takes a lifestyle to build but an instant to destroy.

The Manpower of Grizzly New Marketing

With over 180 staff with copywriters, developers, converse specialists, graphic designers, bloggers, and link builders in the mix, Grizzly’s team members are tasked with delivering

the following services that increase traffic to a website and optimize the conversion of those visitors into customers:

Organic content

Ads

Link building

media

optimization

analytics

Grizzly New Marketing has been lauded as an exemplary employer as well as a social entrepreneur that tackles child labor in collaboration with Net4Kids, helping children go back to school in India.

Ways to Improve YourROIThrough Google Ads

Every Google Ads user wants to increase their conversions and reduce their spending. While businesses are getting in line to boost their digital marketing with Google Ads, most lag when it comes to using the medium smartly. Google is more of a democratic platform for advertisers rather than being just a smart search engine. Based on the ads' performance, one can restrategize their campaign to gain maximum outcomes.

Every advertiser with Google Ads has the option to smartly utilize their budgets. It also offers improvisation of current ad campaigns by allowing users flexibility to edit their ads. One can view the insights of the ad's performance and make calls about whether to continue with the current ads or reorganize them.

The digital medium empowers clients to do advertising smartly to reach the target customers. Getting customers' attention on these extensive platforms requires one to wisely engage with both internal and external data. To derive maximum returns on investment (ROI), smart advertising is the need of the hour. Do you know that you can enhance Google Ads' performance using smart tactics? The article enlists five ways in which you can improve your ROI on Google Ads.

Using a Remarketing List for Google Search Ads

Due to the existence of so many distractions on digital devices and the internet, users easily get carried away all the time from the websites. Then the question arises: how to

bring back these users' interest? The answer is using a Remarketing List for Google Search Ads, or RLSA. The feature allows advertisers to reconnect with the website's past visitors, who can be turned into customers.

This feature allows advertisers to create ads, set bids, and choose keywords while keeping in mind the target customers who have visited the website in the past. RLSA proves to be significant in improving ROI because it provides businesses with a second chance to target the same customer who might have been distracted earlier.

Digital distractions are common these days. In such a situation, the RLSA feature could be utilized to creatively re-target the prospective customer. The second time around, bidding should be done with a little higher price and with compelling keywords to attract customers' attention in better ways than earlier.

Keyword Research and Insights

The competition for common keywords and phrases is always high on Google Ads. The bidding rates for these keywords are also high and keep on changing every time. One can get into the race by utilizing the high amount, but due to the competition, the budget might get spoiled for no good reason.

On the other hand, advertisers can focus their efforts on finding capable keywords with low competition. With the different keyword research tools on the web, the same can

be achieved. Also, various keyword combinations can be tried to come up with unique search phrases that are most relevant to your business.

Using Google Analytics, the effectiveness of these keywords can be analyzed. It is better when one uses keywords in ad descriptions and headlines. The nonperforming keywords should be put on pause. Analyze the campaign well and capitalize on the top-performing keywords; it would help businesses accomplish more conversions.

Using Keyword Match Types

While creating ad campaigns on Google Ads, it is recommended not to select the broad match keywords option. The broad match option lets Google put the ads in search results for keywords that are not even closely related to the advertisers' business.

It is important to know which keywords to target, but it is also equally important to know for which keywords the ads should not be displayed. In Google Ads, a list of negative keywords can be created to inform Google about keywords for which the campaign ads should not be displayed. Focusing on the exact match or the phrase match option will be much more productive. Google's algorithms will serve ads to only those who are searching using keywords that are exactly related to business.

Improving the Quality Score

Whenever Google Ads displays PPC for any keyword, it gives preferences to the two primary considerations. First to the bidders who bid higher for the keywords, and second to whichever ad has the best quality score.

The quality score could be improved by making the landing pages of the ad most relevant to the keyword search query. The other quality score-improving factors are expected click-through rate (CTR) and keyword relevancy.

All of these factors are focused on giving a better experience to the users. The quality score can be improved by making the ads more relevant to the targeted keywords and engaging landing pages. To view the quality score, advertisers can add the "Quality Score" column to a Google

Ads report. A good quality score will ensure more clicks on ads, directly impacting ROI generation.

Implementing Google Ads Extensions

One of the best features Google Ads offers is ad extensions. It allows you to attach extra pieces of information to your paid search ads. This feature can be used to make your ads more compelling.

The ad extension can be used to attach links to a specific section of the website and a live call button to contact the businesses directly. Moreover, one can add the address, phone numbers, and, last but not least, reviews to show the credibility of the business.

Ad extensions can prove to be a very useful tool in improving the ROI as one link or contact can make your ad stand out from the other ads.

In Closing

Upon considering the above pointers for improving ROI, it can be said that creativity and smart tactics play a crucial role in advertising on Google Ads. The budget is important, but one must apply research and creative strategies to utilize the available budget wisely for maximum results. The more you understand how to use Google analytics data insights and flexibility options, the better you will be able to build robust ad campaigns on Google Ads to increase conversions.

- Vishal Golekar

Innovating While Staying True to the Brand's Principles

nnovating is a required element of sustained success

I for any business. Adapting to changing consumer demand allows a business to remain relevant as trends change. Innovation also has risks, as executives and businesses can "chase trends" that take their eye off the business' core competencies.

Running a national gym chain, I often get asked about our approach to innovation. Our basketball-focused fitness clubs are recognized as the premier spot for basketball enthusiasts, and our franchise program receives hundreds of inquiries each month from individuals looking to open one of our gyms in their community. This success can be directly attributed to our track record of innovation.

Ten years ago, PickUp USA Fitness had one service offering – PickUp basketball with referees for adults. Today, our clubs still offer this original service that put us on the map, but now we are a full-service, one-stop basketball shop that also offers group basketball training, private basketball training, tournaments, leagues, camps, full fitness rooms, and much more. All these services are available for youth and adults.

At some point, these services were just ideas. Now they are fabrics of our business. How did we go from the idea phase to implementing these core offerings? Each one involved a very deliberate approach.

About The Author

Jordan Meinster is the CEO and Founder of PickUp USA Fitness. Jordan has a BA in Economics from Fort Lewis College in Durango, CO, and an MBA from The University of Southern California in Los Angeles. Jordan started the first PickUp USA in Irwindale, CA in 2012 and now oversees mulple corporate locaons as well as all franchisor operaons.

Before talking about our innovation approach, I want to discuss the key players involved in these innovations – our franchisees! I would love to take credit for bringing these services to life, but the truth is that almost all our innovation comes from our stores.

Jordan Meinster CEO and Founder PickUp USA Fitness

Our franchise owners are in the mix every day running their clubs and interacting with customers. Through these interactions, ideas for new services arise. PickUp USA franchisees are credited with almost every service that you see on our current menu. We embrace a culture of innovating and trying new things. If it works, great – we add it to that club's menu, and sometimes roll it out nationwide. If not, no problem – lessons were learned that we can apply to future projects.

Allowing our franchise owners to be entrepreneurial and creative is one reason that we have such high levels of franchisee satisfaction. People that franchise with us get to experiment with services at their club while tapping the massive resources of the franchisor to ensure their pilot projects have the best chance at success.

Back to our innovation approach. When a franchise owner presents us with an idea, we put a lot of resources behind it to help measure the potential economics of the initiative.

This includes financial modeling with our finance team, a marketing analysis with our marketing team, and reviewing how it will be implemented with our operations team. If, after the initial analysis, the franchise owners feels like it is a good fit for their club, we move to the pilot phase.

During the pilot phase, our corporate team works hand-inhand with the franchise owner to bring the program to life. We create a marketing plan, an outreach plan, a suggested staffing model, and an operations playbook. Just because it is a pilot doesn't mean that the expectations for quality are diminished. PickUp USA customers have high expectations for our gyms, and we ensure that every service offered, even pilots, is delivered in world-class fashion.

After the planning phase, which typically lasts 4-6 weeks, we begin to market the pilot. This is where the horsepower of the brand comes in. We market the pilot at the local level, but we also put many of our national resources behind it. This includes content creation from our in-house marketing team and our Content Production Manager, as well as promotion on our national social media feeds.

After a 3-4 week marketing push, the pilot launches. A typical pilot lasts between 6-8 weeks. At the conclusion of this period, we measure results. Did it meet the threshold that the franchise owner initially established to add the pilot as a permanent menu item? If yes, it gets added to the menu. If not, are there adjustments that can be made to

improve the results. If yes, we make those revisions and continue the pilot. If not, we discontinue the pilot.

This process is ongoing at PickUp USA clubs across the country. Successful pilots are added as menu items at the club that initiated the program, and some are rolled out regionally and nationally. "Failed" pilots provide key data points for us to use as we look at future innovations.

When speaking with our franchise owners, one of the main types of feedback we get is that they love how they are able to innovate. While PickUp USA is an established brand that has been operating for over ten-years, we very much embrace a "start-up" style culture that encourages risk-taking and innovation. Opening a PickUp USA isn't "our way or the highway." It's quite the opposite. When you go through our training program prior to opening your club, we're going to teach you ten years' worth of knowledge that we've built and provide you with ten years' worth of systems that we've developed. After you launch, we want you to take what you've learned and go try new things in your market.

With proven menu items, our club owners have the foundation of a business with no guess work. This foundation allows them to try new services.

With a deliberate approach to innovating, coupled with an entrepreneurial culture, an organization can innovate while staying true to the brand's principles.