News
Posts Tagged ‘search engine marketing’


Google Introduces A Re-Brand For Marketers

Thursday, July 5th, 2018
Google Re-brands

Recently, Google announced some big changes that would be coming to their marketing tools with the hopes of making the wide variety of products easier to understand and use. Google continues to dominate the search engine marketing landscape and staying ahead of the ever-evolving technology means continuous innovation and, often, new and revamped products. Over the years, Google customers have requested that Google simplify their portfolio of products. As of this month, the wait for a streamlined portfolio is over.

What Changes Are Coming To Google Marketing?

Three major changes make up this new re-branding effort.

  1. Google AdWords is becoming Google Ads
  2. DoubleClick and Google Analytics 360 are becoming the Google Marketing Platform
  3. DoubleClick For Publishers and DoubleClick Ad Exchange are becoming Google Ad Manager

According to Matt Lawson, the VP of Ads Marketing at Google, “this change signals that our ad offerings are about more than search.” The ability to communicate that Google’s marketing console includes much more than the standard search engine marketing capabilities is going to be a big win for the search engine giant.

Let’s Talk Google Ads

Dropping the “words” from Google AdWords doesn’t mean that Google is abandoning the keyword aspect of their marketing offerings, though. SEOs of the world – no need to fret! The re-branding to Google Ads is more indicative of the display, video, and app buying that is offered through Google, as well.

Why Combine DoubleClick And Analytics?

As the technology to collect information evolves, the usage of that data is becoming more and more prevalent in the marketing world. The fact is, if you’re not operating on a data-driven strategy, your marketing is probably not performing the way it could be.

Many Google consumers are already using both DoubleClick and the Analytics Suite, so why not bring them together? Lawson says, “The reality is when you combine advertising and analytics you get better insights into the customer journey and are able to drive better results.” By integrating these two products, it becomes easier to understand, execute, and optimize your campaign elements all in one place.

Can Google Successfully Re-Brand?

This isn’t the first time Google is making the effort to re-brand some of their product offerings. As marketers, we know better than most of the failed re-branding efforts that have saturated the marketing – GAP’s record-breaking new logo that lasted all of one week comes to mind. Marketers and customers alike can be skeptical of change, but this re-brand does appear to be 100 percent customer-centric.

Renaming and reworking the marketing product offerings that Google has doesn’t stem from the need to acquire more users, but rather the user’s need to understand and use the products more effectively and efficiently. While veteran users will likely still refer to the products by their original names, as demonstrated by the shift from Google Webmaster Tools to Google Search Console, new users can glean a better understanding of what marketing tools the search giant has to offer by name alone.

Ultimately, this is a nod towards what the future of marketing with Google has in store. We’re looking forward to this re-brand and everything it symbolizes in the digital marketing world.


Do you need help transforming data into effective marketing tactics? Contact the experts at FiG Advertising + Marketing today to learn how digital marketing can move your bottom line.

Which Is Better: SEO Or PPC?

Wednesday, April 25th, 2018
SEO vs. PPC concept

As digital marketers, we get this question all the time. Each time we speak to someone who is wondering about the best marketing tactics to drive traffic to their website, our answer is always the same: “It depends.” In order to choose the most effective tactic to complement a marketing strategy, one must take into consideration a number of different aspects of the company’s current situation.

We start by narrowing down a couple of the major factors to help our clients get the most out of their marketing budget. There are three key questions we ask:

  1. What is your budget?
  2. How competitive is your CPC market?
  3. How competitive are the SERPs in your market?

With a little research, we can help our clients navigate the marketing landscape and start driving meaningful traffic to their website.

Understanding Your Options

Search engine marketing falls into two main categories: SEO and PPC. You often hear these buzzwords thrown around when people are discussing digital marketing, but having a better understanding of what each does and how it can impact your overall reach can help you make the right decision on how you spend your marketing budget.

SEO, or search engine optimization, is the process of improving rankings on search engine results pages to drive organic traffic. Traffic from SEO is technically free, in the sense that you are not charged when a user clicks on your site in the SERP. However, upwards of 65 percent of clicks go to the top five organic results – and that does not take into consideration the number of clicks that go to the paid ads at the top of the SERP or the search queries that do not result in a click at all – so building the awareness and high-rankings does take time, effort, and, in many cases, money.

PPC, or pay-per-click advertising, is the process of utilizing programs like Google AdWords to bid on keywords. These ads are the sponsored results that appear at the top and bottom of the SERP. You bid on targeted keywords and pay only when the results are clicked on. Keywords costs can range from a dollar or two per click to upwards of $50 per click, depending on the specific industry.

So…SEO or PPC?

Both PPC and SEO have their benefits and drawbacks. Choosing one over the other depends entirely on what your goals are.

Benefits of SEO

  • High-ranking organic results can improve your credibility among consumers
  • Long-term return on investment can be higher
  • A sustainable tactic that when maintained can be highly effective over time
  • The scope of rankings is much wider with strategic SEO

Drawbacks of SEO

  • Long-term process that takes time to develop and show results
  • Requires ongoing maintenance with expertise in the execution
  • Algorithms change over time and require adjustment to strategy

Benefits of PPC

  • Immediate results when the campaign is activated
  • Highly specific targeting capabilities
  • A/B testing options to improve the effectiveness of campaigns
  • Flexible budgeting with tight control

Drawbacks of PPC

  • Can be expensive and requires ongoing investment
  • Clicks don’t confirm conversion
  • Short-term solution – when you stop putting money in, the ads stop

An Integrated Strategy

While both of these marketing tactics can be used on their own, they are exponentially more effective with used strategically in tandem with one another. The data you gather from your PPC campaigns regarding keywords and A/B testing results can be fed into your organic campaigns to improve the overall success. You are also able to increase visibility and authority in your niche market by appearing in organic and paid SERPs.

An integrated search strategy is the ideal approach for increasing visibility and driving traffic to your website to ultimately converting potential customers into loyal ones.


If you’re interested in developing a more robust search engine marketing campaign, contact the search experts at FiG Advertising + Marketing for a consultation today.

Search Engine Marketing Proves Lucrative For Travel Industry

Friday, March 23rd, 2018

Search Engine Marketing For Travel IndustryWhether you are a beach bum or a thrill seeker, there are hundreds of options out there for the perfect vacation spot. In a society where an individual is exposed to more than 4,000 advertisements every day, the impact of each interaction is greatly diluted. In a sea of brand interactions, one thing is working for the travel industry – search engine marketing.

These highly targeted ads seem to have a much greater impact on the travel decisions of young people than even those creating the ads could have predicted. Bing collaborated with the travel research firm Phocuswright to understand the role digital advertising plays in travel decisions.

The statistics resulting from syndicated research from Phocuswright and two new surveys facilitated by Bing were remarkable.

  1. hotel brands exposed to search ads on online travel aggregator sites experienced a 10%-50% increase in click-thru rates
  2. more than half of all travelers recalled travel-related ads that they saw on Snapchat, Instagram, Youtube, or Pinterest and considered them extremely influential
  3. recall differs based on the format of the advertisement:
    • 49% recalled a picture
    • 41% recalled a deal
    • 37% recalled personalization
  4. 71% of loyalty members found hotel ads helpful when planning a trip

Source: MediaPost

Here is what we can take from this data: digital spend for the travel industry is making an impact across all demographics.

In order to have such success through digital marketing, you must first understand how your consumers are interacting with search engines in the quest for the kind of information you can provide. When travelers are making plans for a vacation, there are two types of queries – informational and transactional. The intention depends on the stage a consumer is in in the sales funnel. It is during the informational searches that travel-related search engine ads are most influential for consumers.

With more than 3.5 billion searches occurring each day, you can imagine the opportunity hotels, airlines, and other vacation necessity providers have to make an impact on their target audience. Even more so with the unique circumstances, search engine users provide by using search engines to research what will lead to a relatively immediate decision. Compared to those who are not sure what they are looking for, those using search engines to make vacation plans are much more easily guided through the sales funnel.

In addition to search engine marketing, the travel industry has also become increasingly more user-friendly in the digital space. With mobile apps and the ability to book online the path from research to purchase is significantly shortened, which works to the benefit of both the brands and the consumer.

Overall, there are a lot of factors that play into the digital success of the travel industry, but the digital advancements certainly take the lead. Search engine marketing supports the other digital efforts to help consumers take their journey, both on and offline.


In or out of the travel industry, search engine marketing can be an effective tool in your marketing toolbox. Interested in expanding your digital reach? Contact FiG Advertising + Marketing for a consultation.

Marketing Industry News: Google to Start Rewarding Sites with more Factual Content

Friday, March 20th, 2015

It’s no secret that the internet is full of misleading information. If you’ve ever tried winning an argument by Googling the right answer on your phone in the midst of a debate, you know you can still lose the argument even if you find favorable information because everyone knows that: just because it’s on the internet, doesn’t make it true. (more…)