A Guide to Google Posts: Connect with More Clients

When someone searches your business on Google, you want to be front and center. To do this, you need to incorporate PPC ads and have your Google My Business profile filled out completely. To add to this, Google introduced a feature in 2017 that lets you include a post with your local listing to tell customers and potential customers about:

• Events

• Products

• Promotions/specials

• Announcements

For local businesses, this means your listing stands out and gets more views and clicks to your site. This also helps current customers stay connected with what’s happening at your business. Your Google post should be brief, useful and call your customers to act on something.

Here’s an example we created for Epic. You’ll see that it shows on desktop and mobile.

Here’s what it looks like on desktop:

marketing google post

Here’s what it looks like on mobile:

ad agency utahIf you click on the post, you can see more info:

epic marketing agency utah

How to Create a Google Post

Log into your Google My Business listing and select “Posts”

digital marketing utah

After clicking on that, you’ll see a field that says”Write your post.”

From there you can add photos, descriptions, make it an event and add a button.

marketing company utah

Keys to Writing a Great Google Post

Post type: What are you sharing? Are you holding an event? Are you promoting an offer or special deal? Does your business have exciting news to share? Whether it’s to encourage customers to buy something or to announce a new change, consider what you want the post to do and what action people should take after reading it.

Photo: Your photo should draw attention to your post so that it stands out. The resolution should be 720px by 540px and should be simple yet direct.

Title: If you’re posting an event, you have the option of describing your event in 58 characters.

Detail: Although Google suggests keeping your description between 100-300 words, you have a character limit of 1,500. Be clear about what the event or offer includes.

Call to action: What do you want your customers to do? Include instructions like “Buy now”, “Reserve a spot”, “Call”, etc.

**Quick note: You don’t need to include your business name as it already will appear in the post. It’s recommended that you use all of the fields Google provides you with to maximize your impression.

To learn more about Google posts, get more tips and see more examples, visit the Google My Business Help Center or if you have additional questions for our SEO experts and your business, contact Epic Marketing today!

Understanding Facebook’s Seismic Shift in Third-Party Data

From Facebook:

“We want to let advertisers know that we will be shutting down Partner Categories. This product enables third-party data providers to offer their targeting directly on Facebook. While this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook. They went into more detail with many advertisers as to the specific dates they will be implementing these changes.

– May 10: After this date, you will no longer be able to create or edit campaign using Partner Categories built on audiences from the UK, Germany, and France; however, they will be allowed to continue running until May 24.

– May 25: We will no longer deliver to Partner Categories built on audiences from the UK, Germany, and France, and these targeting options will no longer be available for use on our platform. You will be notified to update any targeting containing impacted Partner Categories before this date.

– June 30: Last day for creating new or editing existing campaigns using non-EU Partner Categories; they will be allowed to run until September 30.

– October 1: All other Partner Categories will no longer be available as targeting options on our platform and we will stop delivering against these audiences. You will be notified to update your targeting by this date.”

So what does mean for businesses wanting to advertise on Facebook? Does this mean that Facebook advertising won’t be as effective moving forward? The answer is, it depends. Many businesses and less seasoned marketers are freaking out about the idea that we no longer will be able to target based on income, job titles and other demographic information that are pulled from sources such as Epsilon, Acxiom, Datalogix, etc. While not being able to utilize third-party data (which is a standard practice in marketing) limits the type of targeting you can do on Facebook, Facebook’s secret weapon is its internal algorithm. Marketers who understand how it works and what components drive which outcomes in the algorithm can actually benefit from this new announcement. Marketers who are worried that their ads will no longer be effective because of these new measures were focusing on the wrong components of Facebooks ads all along. Seasoned marketers understand that the basic backbone of all Facebook ads, regardless of the industry, is built on four factors:

  • -Trust

  • -Strength of content

  • -Targeting with enough flexibility to allow Facebook’s AI to help with the sub-audience targeting

  • -Understanding what exactly you want Facebook to do for your business (goals)

Trust

The area that most businesses screw up through Facebook marketing has relatively little to do with specific demographic targeting, but everything to do with trust. They screw up their campaigns because they are too focused on conversions/sales. Even with lookalike or custom audiences, to make the sale you need trust. The best-targeted audience in the world will not convert if they don’t trust you. You need to provide a variety of ads throughout your customer’s journey that makes them aware of who you are, what you do, and how what you do provides a solution to their problems. How are they supposed to buy something from you when they don’t know anything about what you do as a business? Too many businesses only produce ads that are focused on conversion and not enough of them focus on awareness or engagement that helps build trust between them and their potential customers.

Strength of Content

Most ads are simply not strong enough relative to the campaign objective. Yes, they have plenty of call to action (CTA) buttons, but not all ads should be conversion ads. Are you creating engaging ads that will bring a new audience or group into your existing marketing funnels? Are you creating engaging content simply for the sake of engagement? Are you building out ads that help with brand recall and recognition? Ads need to be thought through and produced for all stages of the marketing funnel, not just for trying to make the sale.

Targeting

With the new changes, this is what everyone’s focus is on. As I mentioned earlier, not being able to utilize third-party data will limit the type of targeting marketers will be able to do. But it will not impact the effectiveness of those ads if marketers make the proper adjustment to them now. Experienced Facebook marketers understand their role relative to Facebook’s AI when it comes to Facebook advertising. They understand better than most the balance of knowing how frequently to update and change the targeting and/or creative of those ads based on data that they are collecting. However, seasoned marketers understand that most of this stuff is noise. Third-party audience targeting is not the main driving force behind the effectiveness of ads and experienced marketers understand that we will still be able to utilize the tools that we do have in order to provide a positive ROI for our clients.

Goals

Businesses need to understand that they need to have goals beyond simply making sales. Yes, sales are the main focus of your marketing campaign, but there are so many factors that go into making a purchase that if you overlook any of those other components, you will be adversely affecting your sales. Possible Facebook campaigns objectives (goals): Increase awareness Local awareness Reach Traffic Engagement (Post, Page likes, event response, offer claims) Video views Store visits App Install Catalog sales Are you a brand new mom and pop shop and need help with the awareness of your location? Do you have a large Facebook following and are launching a new product line? Perhaps you have plenty of sales but need to focus in on customer retention? The point is that all of these questions would require you to have different objectives set up for your Facebook ads.

Summary

The main point of this blog post is to show you all of the factors that go into having a great performing Facebook ad. Yes, the new changes are big and for many marketers who have been focusing on the wrong components, their ads will tank. However, for the businesses and marketers who have been focusing on the most important elements of Facebook ads all along (trust, strength of content, targeting and goals) this is just a little blip in the constantly changing world of social media marketing.

Need a hand in understanding the constantly changing Facebook landscape? Contact us or call us and let our team of expert Facebook experts talk to you about your current Facebook marketing needs. 801-657-4383