https://efferentmedia.com/blog/topic/paid-media/ Google Ads, Meta, Local Service Ads and connected TV for local businesses: budgets, bidding, seasonality and waste. en-us Thu, 24 Sep 2026 00:00:00 +0000 https://efferentmedia.com/blog/last-quarter-ad-budget-long-island/ https://efferentmedia.com/blog/last-quarter-ad-budget-long-island/ Thu, 24 Sep 2026 00:00:00 +0000 The phone slows down in Q4 and most owners slow the spending with it. The auction slows down too, which is exactly why the last quarter is usually the cheapest work you will buy all year. Joe Garraffo https://efferentmedia.com/blog/nassau-or-suffolk-one-budget/ https://efferentmedia.com/blog/nassau-or-suffolk-one-budget/ Thu, 17 Sep 2026 00:00:00 +0000 Two counties, two costs per click, two competitive sets and two different customers. Running them under one budget hides which half is working and quietly funds the weaker one. Nicole Garraffo https://efferentmedia.com/blog/storm-season-south-shore-readiness/ https://efferentmedia.com/blog/storm-season-south-shore-readiness/ Thu, 03 Sep 2026 00:00:00 +0000 Emergency demand arrives in hours and is gone in days. Four things have to be live before the first nor'easter, because none of them can be built during one. Jennifer Marlowe https://efferentmedia.com/blog/service-area-not-radius-long-island/ https://efferentmedia.com/blog/service-area-not-radius-long-island/ Thu, 27 Aug 2026 00:00:00 +0000 A circle on a map includes water, parkland and towns you would never send a crew to. Long Island punishes radius targeting harder than almost any market in the country, and the fix is a list of towns rather than a number of miles. Mike Roberts https://efferentmedia.com/blog/local-service-ads-cost-who-should-skip/ https://efferentmedia.com/blog/local-service-ads-cost-who-should-skip/ Thu, 13 Aug 2026 00:00:00 +0000 Google Guaranteed sits above everything else in the results and charges per lead rather than per click. That is excellent for some trades and a tax on others, and which one you are is mostly decided by your average job value. Joe Garraffo https://efferentmedia.com/blog/off-season-buying-search/ https://efferentmedia.com/blog/off-season-buying-search/ Thu, 30 Jul 2026 00:00:00 +0000 Competitors pull back, clicks get cheaper, and the research happening now books work in March. The off season is not a time to stop spending, it is the cheapest time to buy the position you will need. Joe Garraffo https://efferentmedia.com/blog/why-do-you-need-google-ads/ https://efferentmedia.com/blog/why-do-you-need-google-ads/ Thu, 23 Feb 2023 00:00:00 +0000 You want to promote your business… but with ads everywhere, it’s hard to decide what to use. Not only are there Google Ads, Facebook ads, and conventional print and TV ads – but you can also find ads inside apps of all kinds and even at the pump while getting gas. With all of these Staff Writer https://efferentmedia.com/blog/how-to-market-in-a-downturn/ https://efferentmedia.com/blog/how-to-market-in-a-downturn/ Thu, 26 Jan 2023 00:00:00 +0000 Economists often disagree but 2023 is being especially thorny for predictions about the American economy, which makes business strategy more difficult than usual. While the global economy is troubled and some American economists are predicting a recession, U.S. inflation dropped in November to 7.1%. Staff Writer https://efferentmedia.com/blog/google-loosens-restrictions-for-some-medical-ads/ https://efferentmedia.com/blog/google-loosens-restrictions-for-some-medical-ads/ Thu, 13 Oct 2022 00:00:00 +0000 In recent months, Google Ads has implemented substantial changes to its platform and policies. The advertising juggernaut eliminated Expanded Text Ads, updated Smart Shopping campaigns to Performance Max, updated ad accounts to data-driven attribution, and announced that the much-feared, often. Staff Writer https://efferentmedia.com/blog/why-you-need-to-switch-to-ga4/ https://efferentmedia.com/blog/why-you-need-to-switch-to-ga4/ Thu, 29 Sep 2022 00:00:00 +0000 For as long as most people can remember, we’ve been using Google Analytics to track website data, visits, sessions, geolocation, demographics, and so on. Google Analytics has undergone various changes over the years… and GA4 is no different. In October 2020, GA4 (or Google Analytics 4) was. Staff Writer https://efferentmedia.com/blog/googles-helpful-content-update/ https://efferentmedia.com/blog/googles-helpful-content-update/ Thu, 22 Sep 2022 00:00:00 +0000 In Mid-August 2022, Google announced that they would be rolling out the “Helpful Content” update. This appeared to be a reasonably positive idea based on the name alone. But what is “Helpful Content,” and how will it affect the internet landscape? In Danny Sullivan’s Google blog post, he expressed. Staff Writer https://efferentmedia.com/blog/buyer-persona-and-the-ideal-customer-profile-how-they-help-your-sales/ https://efferentmedia.com/blog/buyer-persona-and-the-ideal-customer-profile-how-they-help-your-sales/ Thu, 30 Jun 2022 00:00:00 +0000 “You can’t understand someone until you’ve walked a mile in their shoes.” To connect with your potential customer base, it’s a smart move to step into their shoes to understand who they are and what they want. But how do you understand the perspective and needs of someone you haven’t even met… yet?. Staff Writer https://efferentmedia.com/blog/google-display-advertising-is-it-right-for-you-reasons-why/ https://efferentmedia.com/blog/google-display-advertising-is-it-right-for-you-reasons-why/ Thu, 14 Apr 2022 00:00:00 +0000 Google uses several different networks to distribute its ads. There are two overall primary networks – Search and Display, and each network has a particular way of targeting an end-user. Knowing which network to use for your campaign goals can make your financial investment go further, be more. Staff Writer https://efferentmedia.com/blog/why-cant-i-find-myself-ads-site-on-google-a-quick-faq/ https://efferentmedia.com/blog/why-cant-i-find-myself-ads-site-on-google-a-quick-faq/ Thu, 23 Dec 2021 00:00:00 +0000 As a Search Engine Optimization team, we spend most of our time improving a client’s profile so users can find it for specific keywords on search engines – and by search engines, we mean Google. As the default browser for most Internet users, Google controls the lion’s share of search traffic. Staff Writer https://efferentmedia.com/blog/google-ads-vs-facebook-ads-which-is-better-for-business/ https://efferentmedia.com/blog/google-ads-vs-facebook-ads-which-is-better-for-business/ Thu, 23 Sep 2021 00:00:00 +0000 As a business owner, you need to be careful about where to spend your money. Very few companies (especially small businesses) have the luxury of no holds barred spending. When it comes to spending your money on online advertising, there are hundreds of different platforms and programs to consider.. Staff Writer https://efferentmedia.com/blog/continuing-the-conversation-creating-remarketing-campaigns-to-close-window-shoppers/ https://efferentmedia.com/blog/continuing-the-conversation-creating-remarketing-campaigns-to-close-window-shoppers/ Thu, 24 Jun 2021 00:00:00 +0000 While business owners always hope that prospective customers will see their name or product and buy immediately, that is rarely the case. The sales and marketing term “buyer’s journey” is accurate – most consumers go through a process when selecting a service, product, or business. Staff Writer https://efferentmedia.com/blog/when-should-my-business-start-advertising-on-linkedin/ https://efferentmedia.com/blog/when-should-my-business-start-advertising-on-linkedin/ Thu, 29 Apr 2021 00:00:00 +0000 Are you thinking about advertising on LinkedIn but you’re not sure whether it’s a good marketing channel for your business? We already know about other social media platforms that offer advertising like Facebook, Twitter, Instagram, Pinterest, Snapchat, and of course, the latest, TikTok. Let’s take. Staff Writer https://efferentmedia.com/blog/5-tips-for-spring-cleaning-your-digital-marketing-efforts/ https://efferentmedia.com/blog/5-tips-for-spring-cleaning-your-digital-marketing-efforts/ Thu, 08 Apr 2021 00:00:00 +0000 With spring right around the corner, scheduling some spring cleaning for your digital marketing is just as crucial as sprucing up your house. Digital marketing encompasses many techniques and strategies to increase your product’s visibility or services, across a wide array of channels. Many online. Staff Writer https://efferentmedia.com/blog/google-guaranteed-everything-you-need-to-know/ https://efferentmedia.com/blog/google-guaranteed-everything-you-need-to-know/ Thu, 18 Mar 2021 00:00:00 +0000 We explained how Google Guaranteed is part of the recipe for optimal local SEO efforts in a prior blog post. In this post, we will explain more about Google Guaranteed itself, how it works, and its relationship to Local Services ads. One of the many Google services and products introduced over the. Staff Writer https://efferentmedia.com/blog/why-is-inbound-so-important-during-the-pandemic/ https://efferentmedia.com/blog/why-is-inbound-so-important-during-the-pandemic/ Thu, 11 Mar 2021 00:00:00 +0000 COVID-19 has been brutal for a lot of businesses and some industries have been hit especially hard. The common response to revenue downturns is to stop or drastically curtail marketing. That is a big mistake and at Efferent Media we have the evidence to prove it. Our clients who have maintained and. Staff Writer https://efferentmedia.com/blog/mixing-evergreen-content-into-your-blogging-schedule/ https://efferentmedia.com/blog/mixing-evergreen-content-into-your-blogging-schedule/ Thu, 04 Mar 2021 00:00:00 +0000 Evergreen content is an important part of any content marketing strategy. Yet people often misunderstand the meaning and purpose of “evergreen” content and accidentally sabotage their overall marketing strategy. So, let’s take a look at the right way to mix evergreen content into your blog schedule. Staff Writer https://efferentmedia.com/blog/google-guaranteed-ppc-seo-100-local-marketing/ https://efferentmedia.com/blog/google-guaranteed-ppc-seo-100-local-marketing/ Thu, 04 Feb 2021 00:00:00 +0000 Marketing a local business can be stressful and difficult. As a business owner, you need to ensure that every dollar you spend on marketing is invested wisely. Hundreds of services “guarantee” an unbelievable ROI (return on investment) and an unprecedented new business volume. We would advise. Staff Writer https://efferentmedia.com/blog/what-is-a-patient-persona/ https://efferentmedia.com/blog/what-is-a-patient-persona/ Thu, 28 Jan 2021 00:00:00 +0000 Marketing personas are an essential part of a successful marketing strategy yet are frequently overlooked when companies handle marketing in-house. That is especially true in medical marketing, which often carries the mindset that patients with the right problem will find your practice. The truth. Staff Writer https://efferentmedia.com/blog/what-is-content-marketing/ https://efferentmedia.com/blog/what-is-content-marketing/ Fri, 13 Nov 2020 00:00:00 +0000 While the term may sound self-explanatory, many people are reluctant to admit that they’re not sure what content marketing actually is. Content marketing is defined as a form of marketing which focuses on creating, publishing, and distributing content for a targeted online audience. Seems simple. Staff Writer https://efferentmedia.com/blog/ppc-101-introduction-to-ad-buying/ https://efferentmedia.com/blog/ppc-101-introduction-to-ad-buying/ Fri, 06 Nov 2020 00:00:00 +0000 PPC campaigns can provide an excellent return on investment and generate high quality leads for your business. If you are considering a pay-per-click (PPC) campaign with either Google or Microsoft, it’s important to understand what you’re getting involved with before you spend a single dollar.. Staff Writer https://efferentmedia.com/blog/facebook-is-killing-its-less-than-20-text-in-image-rule-for-ads/ https://efferentmedia.com/blog/facebook-is-killing-its-less-than-20-text-in-image-rule-for-ads/ Fri, 16 Oct 2020 00:00:00 +0000 Facebook is notoriously secretive and that can even apply to rules and best practices for Facebook ads. The latest example of this is the Facebook 20% text rule, which appears to be dead – for the moment. Staff Writer https://efferentmedia.com/blog/should-you-install-a-heatmap-before-a-redesign/ https://efferentmedia.com/blog/should-you-install-a-heatmap-before-a-redesign/ Fri, 02 Oct 2020 00:00:00 +0000 Website heatmaps are an incredibly useful and often under-utilized tool when it comes to understanding your website and its traffic. While heatmapping is not a panacea for all the issues you might be having, it will improve your perception of how individuals are interacting with your content and. Staff Writer https://efferentmedia.com/blog/major-changes-shake-up-google-ads-and-what-they-mean/ https://efferentmedia.com/blog/major-changes-shake-up-google-ads-and-what-they-mean/ Fri, 18 Sep 2020 00:00:00 +0000 Despite the ongoing turbulence currently engulfing the world, Google Ads has rolled out several new changes to the Internet’s largest ad distribution system in recent months. Staff Writer https://efferentmedia.com/blog/how-to-boost-seo-using-schema-markup/ https://efferentmedia.com/blog/how-to-boost-seo-using-schema-markup/ Thu, 21 Mar 2019 00:00:00 +0000 Schema markup has been in existence for years. Yet it’s still one of the least used optimization techniques in SEO. Search engines understand it, but do you? If not, we’re here to explain how incorporating schema into your SEO processes will benefit your website. Marked up pages have shown direct. Staff Writer https://efferentmedia.com/blog/smx-east-recap/ https://efferentmedia.com/blog/smx-east-recap/ Mon, 29 Oct 2018 00:00:00 +0000 On October 24 and 25th, members of the Efferent Media team headed into New York City, this time to the annual SMX East SEO/SEM Marketing Expo, whose programming is directed by Search Engine Land. At SMX East, representatives from over a dozen marketing companies were present, offering solutions for. Staff Writer https://efferentmedia.com/blog/the-questions-to-ask-your-digital-marketing-company/ https://efferentmedia.com/blog/the-questions-to-ask-your-digital-marketing-company/ Mon, 08 May 2017 00:00:00 +0000 There are many reasons why you need a digital marketing company for your business. Technology is constantly changing and algorithms on search engines and social media sites are often updated. Making sure your business ranks well on desktops and mobile while finding the target audience that leads to. Staff Writer https://efferentmedia.com/blog/what-is-quality-score-7-tips-on-how-to-improve-it-and-save-money/ https://efferentmedia.com/blog/what-is-quality-score-7-tips-on-how-to-improve-it-and-save-money/ Tue, 04 Apr 2017 00:00:00 +0000 Advertising on Google It’s no secret that Google dominates the search engine market share. As their share continues to grow month over month, companies are buying more ads, and people are increasingly clicking on those ads. According to The Wall St. Journal, Google’s revenue from advertising rose. Staff Writer https://efferentmedia.com/blog/why-branding-is-so-important-for-pay-per-click-campaigns/ https://efferentmedia.com/blog/why-branding-is-so-important-for-pay-per-click-campaigns/ Tue, 21 Mar 2017 00:00:00 +0000 How Branding Can Affect Your PPC Campaign Today, with a little organization and know-how, it’s easier than ever to run a well-targeted PPC campaign online and land your ad right in front of your ideal buyer. And by leveraging the power of remarketing, the odds of landing a conversion are that much. Staff Writer https://efferentmedia.com/blog/3-reasons-you-need-landing-pages/ https://efferentmedia.com/blog/3-reasons-you-need-landing-pages/ Thu, 18 Feb 2016 00:00:00 +0000 After all the hard work that is put in to getting your clients to visit your webpage, how do you now convert them into leads? Landing pages are a great start! A landing page is a web page that allows you to capture a visitor’s information through a conversion form. The pages are effective in Staff Writer https://efferentmedia.com/blog/run-last-minute-social-ads-this-holiday/ https://efferentmedia.com/blog/run-last-minute-social-ads-this-holiday/ Fri, 11 Dec 2015 00:00:00 +0000 The Holiday season is here. Advertisers have saved a lot of their annual budgets for this very moment. Businesses of all shapes and sizes are looking for increased profit this very second. While many of them will turn to Social Media, not all of them will be successful. In fact, advertising on. Staff Writer https://efferentmedia.com/blog/tracking-your-instagram-and-facebook-ads-with-conversion-pixels/ https://efferentmedia.com/blog/tracking-your-instagram-and-facebook-ads-with-conversion-pixels/ Fri, 18 Sep 2015 00:00:00 +0000 Getting the most out of your advertisements is crucial to success. With that in mind, how does one really measure the success of their ads? Facebook provides conversion pixels to ensure you’re getting your message across, and your business goals are met. Conversion pixels allow you to track when. Staff Writer https://efferentmedia.com/blog/what-pinterest-advertising-means-for-businesses/ https://efferentmedia.com/blog/what-pinterest-advertising-means-for-businesses/ Wed, 14 Jan 2015 00:00:00 +0000 Everyday social media giants like Facebook, Twitter, LinkedIn, and now Pinterest, are moving into the world of paid advertising, some with more success than others. It’s hard to monetize these websites because they’re social in nature. With no clear ROI, some businesses are still hesitant to spend. Staff Writer