Google Names LSM A Finalist for Advertising Award

LSM was once again named a finalist for the ‘Growing Businesses Online Awardat the 2018 Google Premier Partner Awards. That means Google considers us and our fellow finalists to be high-performing leaders in digital marketing, product innovation, and client growth. Having won this award last year (we won the “Americas” category), we’re thrilled to be finalist for a second year in a row. A big congrats to our fellow finalists!

So, what have we done to get this far? Well, we showed Google a portfolio of how we helped one of our clients, L.A. Bikini, meet and exceed their expectations for online growth. An emerging beauty franchise, L.A. Bikini enlisted us as their full-service digital marketing agency in 2017, giving us oversight over their SEO, UX, Google Advertising and Facebook Advertising efforts. Our goal? Simple: generate more foot traffic to L.A. Bikini’s studios.

Teaching a Franchise to Optimize

To understand how best to strategize for growth, we performed a full audit of L.A. Bikini’s website, local listings, and previous digital campaigns. We came up with a 5-point strategy that included a simple, targeted Google AdWords campaign that would simultaneously benefit their site’s SEO standing and accomplish our two key objectives:

  1. Positioning their brand and unique sugaring services in front of more people online who are searching for hair removal services, or are demographically-accurate candidates for these services.
  2. Providing users with a better onsite experience that makes it easier for visitors to educate themselves on L.A. Bikini’s offering and convert them into new leads (appointments, memberships).

The results? In six months, organic conversions increased by 228% while paid cost per conversion decreased by 62%. Not too shabby.

Check out the video below or view our case study to learn more about our 5-part strategy to improve L.A. Bikini’s SEO standing and get them more leads.

 

 

LSMinute – Facebook Improves Business Insight Metrics

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • Facebook updated how they will measure organic reach of Facebook Business Pages so that they are more consistent with the way they calculate reach for ads. In a nutshell, they’re now providing us with a more precise way of measuring the organic reach of your posts  vs. the paid reach of your ads and boosted posts.

What This Means For You

  • It will make it easier for businesses and agencies to compare the results generated from your organic Facebook efforts (ex: posting a picture or video on your newsfeed) vs. your paid Facebook efforts (ex: a boosted post or lead-gen campaign), giving everyone a clearer picture on what activities are pushing the brand forward.

Next Steps

  • We look forward to reviewing Facebook’s revisions, analyzing the impact they have on your organic and paid reach metrics, and sharing our recommendations as we move forward.


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What Happened?

  • Google Chrome, the browser used to view about 58% of web pages, installed ad blockers that removed ads on approximately 42% of websites. Its goal is to rid the internet of websites “stuffed to the gills” with invasive ads, such as ads covering more than 30% of your phone screen or autoplay videos with sound.
What This Means For You
  • This is great news for the typical web user;  it’ll force websites to reduce the number of annoying ads it allows on their sites so that they can pass Google’s ad standards, including sites such as the LA Times, Forbes, and the Chicago Tribune. As a result, websites will load faster, and your phone’s battery will last longer! Expect Google to continue its fight toward removing invasive ads from the web.
Next Steps
  • No ads managed by LSM are affected by these changes. Our ads are have always been in-line with Google’s standards. However, if you’re also running invasive ads with another agency, reach out to them to see if any of your existing campaigns will be affected by these adjustments.


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What Happened? 

  • For the first time since 2014, search outpaced social in the percentage of overall traffic it delivered in 2017. In part, this is due to last year’s Facebook’s algorithm changes, which reduced the amount of spammy, clickbait headlines appearing in users’ news feeds.
What This Means For You
  • This reinforces the importance of having an SEO strategy in place for your business. People trust Google’s algorithm to provide them with the best answers to their queries, and the higher your content appears in the search results, the better chance you have of earning their click.

Next Steps
  • LSM will continue implementing our award-winning SEO services to optimize our clients’ websites and position them in front of people needing their products and services.


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As usual, LSM was on the road quite a bit during the last few months of the year. We attended client conventions, educational conferences, and a few award ceremonies. When we were actually in town, we took some time to give back to our local community. Watch this short video for a recap on LSM’s Q4 happenings.


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LSM was recognized by Nashville’s ‘Best in Business Awards’ for the sixth consecutive year! Hosted by the Nashville Business Journal, the awards use a panel of local judges to select which companies deserve the recognition based on profitability, employee engagement, and community involvement.


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LSMinute – Google My Business Video Uploads Now Available to Business Owners

Take a minute to learn about what’s new in digital marketing!


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What Happened?

What This Means For You

  • Videos can now appear on a business’s listing in Google Maps or the local web search results. It’s undetermined if these videos have any SEO-related impact, but listings containing videos will likely experience more engagement than those without videos.
Next Steps
  • We’re speaking with our clients to determine what video files to upload onto their Google My Business listings over the coming weeks. In the meantime, we strongly suggest that  your brand consider developing more 30-second video content for pre-roll, programmatic, Facebook, Instagram, and LinkedIn ads (franchise development-related videos for LinkedIn).


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What Happened?

  • Facebook adjusted their algorithm that determines what content to show on an individual’s newsfeed late last year. Long story short, business owners must “boost” their organic posts on Facebook, otherwise few people will see them.
What This Means For You
  • Businesses need to “boost” their posts in order for them to be seen by the right audience. Because “boosting” posts costs money, businesses should focus on posting and boosting high-quality content that your audience actually cares about.
Next Steps
  • Our team prepared for this change last year and has plans in place that we’re excited to share with our clients during our coming strategy sessions!


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What Happened? 

  • Google confirmed that a change was made to the way Google displays snippets in search results, growing the space from 160 characters to about 230 characters. A snippet is the description of a page displayed below the blue URL in an organic search result (LSM’s description snippet is highlighted in red above).
What This Means For You
  • Having an optimized meta description for each key page on your website will increase your chances of having an optimized snippet, and an optimized snippet will increase your site’s ability to attract more clicks from Google’s organic search results.

Next Steps
  • We’ve been going through our clients’ meta descriptions to ensure that they’re optimized for this snippet update. Other businesses should perform a few Google searches on their own business to see what their new snippets look like.


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Google published a case study on our advertising and user experience work for Brain Balance Achievement Centers. We increased conversions by 437% and decreased cost-per-lead by 370%. The fact that Google wanted to create a formal case study on our digital advertising services was an LSM dream come true, and it is a testament to the LSMers working day and night to provide clients with excellent results. We’ll continue striving to achieve similar results for all our clients in 2018 and beyond!


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Google Publishes Case Study About LSM’s Advertising


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Last August, we were named the winner of the ‘Growing Businesses Online Award’ in North America at the 2017 Google Premier Partner Awards! The award recognizes the top-performing Google Premier Partner in North America for their contributions to digital marketing, product innovation, and client growth.

A perk of winning the award is Google publishing a formal case study about the services performed and results provided. Check it out below and read how LSM increased Brain Balance Achievement Centers’ PPC conversion rate by 437 percent!




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Watch this video and learn how LSM’s work drove a 225 percent increase in website traffic and a 381 percent return on investment for Brain Balance Achievement Centers.




Contact us today and learn how we’ll provide your brand with exceptional results.






LSMinute – Booking Buttons Available in Google My Business

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • LinkedIn announced a closed beta for testing video ads as Sponsored Content. This comes a few months after they enable native videos in the LinkedIn News Feed. It is expected to roll out to all advertisers by the first half of 2018.

What This Means For You

  • This will be a great tool for B2B businesses whose targeted audience actively uses LinkedIn. For example, franchisors should strongly consider implementing a LinkedIn video advertising strategy if they are looking to expand their franchise development marketing strategy in 2018.
Next Steps
  • B2B businesses should begin planning video advertising campaigns for LinkedIn’s platform sooner rather than later. That way you hit the ground running when the feature officially rolls out.


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What Happened?

What This Means For You
  • This can expedite the booking process of your typical user since they no longer need to visit your website to schedule an appointment. HOWEVER, depending on your platform, you may be subject to a fee every time someone books an appointment. For example, MINDBODY applies a 10 percent marketing network fee to each purchase made through their booking button on Google.
Next Steps
  • If your business uses one of the listed platforms, you should investigate the costs and benefits of implementing a similar ‘Book Now’ button into your Google My Business listing(s) .


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What Happened? 

  • Our web development, digital advertising, and software integration work helped our team win multiple recognitions the past few months, including ‘Best Small PPC Agency’ (agencies with a pay-per-click department of less than 25 people) at the 2017 US Search Awards.
What This Means For You
  • Our achievements wouldn’t be possible without the support of brands we’re fortunate enough to partner with. It’s a pleasure working with you all, and we thank you for your business!

Next Steps
  • We’ll strive to produce even better results for next year’s award season.


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“We enjoy partnering with Local Search Masters. Their team provides exceptional customer service, and their dashboard software makes it easy to understand which customers originated from our website and which originated from digital advertising campaigns. They’re continually working to improve upon their results; their steadfast mentality is most appreciated.”

Chip Miller – CEO – Brain Balance Achievement Centers


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We won gold twice at the 2017 MarCom Awards: once for a ‘Grand Opening’ landing page template and again for a ‘Special Offer’ template. The MarCom Awards has recognized companies’ excellence in marketing and communication for over a decade. For more information about our landing pages, contact us today.

LSMinute – LinkedIn Video Ads – Google Partners Summit 2017

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • Users can record video directly from the LinkedIn app, or select video from their mobile galleries. Audience insights for uploaded videos include companies, locations, and titles of viewers. LinkedIn isn’t currently serving video ads, but they will sooner than later.
What This Means For You
  • It’s easier to upload and share videos on LinkedIn, the highest ranking platform in digital trust, which is important given the rise of fake news. If you’re a franchise development executive, LinkedIn videos are a great way to promote your opportunity to franchisee candidates.
Next Steps
  • Think about some ways that your business can take advantage of this new LinkedIn video feature, your account manager will do the same! We’ll let you know when LinkedIn video ads become available.


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What Happened?

What This Means For You
  • This should reiterate the value of working with an established SEO agency; there are multiple elements to an effective search engine optimization strategy that puts your business ahead of the competition.
Next Steps
  • Remember to keep your account manager abreast of stuff your business participates in (ex: sponsoring an event or local sports team) so they can help you acquire new backlinks (an important SEO ranking factor). Need a refresher on what backlinks are and how to obtain a few  “low hanging fruit” backlink opportunities, watch this video we filmed at Google HQ!


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What Happened? 

  • We earned the opportunity to attend the Google Partners Summit in NYC last month. What made it even better was Google picking up our travel tab because we won the Google Premier Partner Award for ‘Growing Businesses Online!’
What This Means For You
  • We’ll apply learnings from the Summit into our clients’ Google ad campaigns. For example: location extensions, which have been available for search and display campaigns for awhile, are coming to YouTube. That means address/map location, hour, photos, call buttons and other information will soon be available for YouTube ads.

Next Steps
  • Nothing is needed on your end at the moment. Just know we’re working diligently to set your web presence up to succeed in the ever-evolving digital landscape.


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“Prior to using this tool, I was tracking our prospects with a color coded spreadsheet to see where our lead generation was coming from. I absolutely love the dashboard.  It’s very easy to use and the content it generates for you is super helpful in tracking where your dollars should be spent.  Not only can see where your leads are coming from, you can see the money it’s generating for your business!  Your Account Manager can also see this and give you their expert opinion as to what should be the focus of your media spend.” – John Reber, GM, TITLE Boxing Club – Rockville


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Local Search Masters’ SEO and Google Advertising work with a 120+ location franchise brand is a finalist for the ‘Best Local Search Marketing Initiative – SEM’ award at the 2017 Landy Awards (the “Golden Globes” of search engine marketing). Last month, our web development work earned the ‘Small Business Standard of Excellence’ Award at the at the 2017 WebAwards.

LSMinute – LSM Wins Advertising Award From Google

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • We were named WINNER of the ‘Growing Businesses Online Award’ in North America at the 2017 Google Premier Partner Awards, which recognizes the top-performing Google Premier Partner in North America for their contributions to digital marketing, product innovation, and client growth.
What This Means For You
  • Thought you might like knowing that Google thinks we’re doing an excellent job at marketing of our clients’ businesses on their search engine and display network.
Next Steps
  • We now have a chance to represent the Americas in the Global Premier Partner Awards held in New York City on September 28th. After that, onto the 2017 Facebook Awards!


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What Happened?

  • First, Facebook introduced ways for retailers to push people from Facebook into their physical locations. Now, they’re testing an option for advertisers to target people who visited their real-world locations with ads on Facebook, Instagram, and Facebook’s Audience Network.
What This Means For You
  • In addition to serving ads on Facebook and Instagram to people who’ve physically visited your stores, this new feature helps businesses convert existing customer bases into audiences to target on Facebook. For example, a kids clothing store creates a custom audience of people who visited one of its locations in the past month, and filter that list with other Facebook targeting options like “parents with early school age children” to run campaigns that promote back to school shopping with an exclusive discount code for each audience. Pretty cool stuff!
Next Steps
  • We’ve been one of the Facebook Agency Partners testing the new feature out this summer.  We’ll be sure to connect with our clients about how to best utilize this new feature during monthly strategy sessions with their LSM account manager.


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What Happened? 

  • Earlier this summer, Google released the Google For Jobs initiative. As part of this initiative, they introduced a new feature in Search that will let people search LinkedIn, Monster, Facebook, and more sites all at once.
What This Means For You
  • As an employer, you’ll gain access to several free benefits with Google For Jobs. Any work you’ve done across internet job boards now improves your chances of earning a prominent place in the search results!

Next Steps
  • Ensure your job postings are optimized. A well-optimized job posting will not only increase the chances of your job opportunity being discovered on Google, it will motivate more applicants to contact you about the position!


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Facebook made another case study about our ability to conduct effective Facebook ad campaigns (they even highlighted it in their global newsletter!). In this instance, we created conversion-optimized ads for Current Meditation to encourage people to sign up for their free trial class, resulting in 5X more memberships compared to click-optimized ads.