March 13, 2025 • 25 mins
Join Henry and Alcira from OMG National as they discuss the evolution of digital marketing and advertising. Learn how the Google search landscape is changing, what you can do to keep your business visible, and how to use Google's resources to your advantage.
➡️ For help with digital marketing and advertising contact OMG National!
#googleads #googlebusinessprofile #googlemarketing #digitalmarketingtips #marketing #advertising #seo #ai #omgnational
Chapters:
[00:00:23] Google Search is Changing
[00:02:17] Why this is NOT Something to Be Scared Of
[00:04:49] Understanding Your Data
[00:07:10] Playing the Marketing Game
[00:11:48] How to Find Ads on Your Phone
[00:15:10] Reach The Right Audience
[00:21:30] Google’s Testing
[00:23:30] Customizing Your Message
[00:24:38] Evolution
Google Business Buzz Podcast
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:22):
Hello and welcome to another episode of the Google
Business Buzz.
We have a very special guesttoday.
We have the illustrious AlciraCastrillo.
Alcira Castrillo, how are youtoday?
Thank you for joining us.
Speaker 2 (00:39):
I am good.
I am good, happy to be here,very excited to talk all things
marketing.
Speaker 1 (00:45):
That's right.
That's right.
We have a lot of updates togive our audience.
The first one is that Jay isout because he has a new little
baby and we're very, very happyfor him.
He's out on PT and I am a prouduncle and Alcira is a proud
aunt and we will be seeing himin our next episode a very happy
(01:10):
new father.
So let's jump right in, alcira.
We have so much to talk about.
The google search landscape ischanging.
Can't really get around it.
We have to face facts and seethings how they are.
Whenever you do a search,you're getting a different view.
(01:32):
You're getting either AIoverviews, you're getting local
service ads If it's notavailable for those industries,
you're getting Google ads.
You're getting different typesof Google ads.
You're seeing Google ads evenin your Gmail.
Now I'm seeing these things.
They look exactly like newmessages and I don't know
(01:52):
whether or not to click on them.
And then I click on them.
It's like, oh, they got me, butit's all for the benefit of
users and business owners.
Every single one of those emailads are relevant.
So, alci, take it away.
Tell us how the landscape ischanging as you see it.
Speaker 2 (02:17):
Yeah.
So first of all, I know it'sscary, let's put it out there.
It's scary for us marketers,it's scary for business owners,
it's scary for users.
We are used to just seeing thesponsored ad on top and being
able to click to a website.
Now, that's really not what weneed.
We actually need the serviceright away.
Right, if you're moving, if youhave plumbing issues, if you
(02:39):
have something that's anemergency and urgent service.
Right, you want to make surethat you're out there.
You want to make sure thatyou're tackling everything On
our side of the house, right onGoogle Ads.
That's my product.
We like to make sure that weposition our clients as high as
possible to the best intendedusers.
We don't waste clicks.
Right, we want to hit theaudience that's actually willing
to convert, so that audience isactually interested in the
(03:03):
specific service.
Now, in some cases, we're goingto see that we're being
outwrecked by LSA and that'stotally fine.
That's fine because it's not anemergency service.
My side of the house tends tobe a little bit more expensive
because I need to work withdemographics and audiences and
tweaks and turns and so manydifferent things to get you guys
on top.
So that is one of, I think, themajor changes that we've been
(03:26):
seeing in the landscape.
However, again, it's nothing tobe scared of.
It's actually an opportunityfor business owners.
It's an opportunity to be ontop with LSA.
If you're, you know Dan fromDan's Plumbing Service, you want
to be on LSA.
You want to be on Google Ads.
You want to show on the mappack.
You want to have a really,really good organic ranking.
Right, a lot of people thinklike, yeah, I'm going to pay ads
(03:47):
but I'm not going to work on myorganics.
No, you have to.
It goes hand in hand.
You can't run before you walkand you can't walk before you
crawl.
So you want to make sure thatyou're targeting everything and
you're positioning yourselfappropriately to be able to be
visible for these people.
Right, everybody.
Let's put it into perspective.
(04:08):
Right, because I think thatwhen we think of advertising,
it's a lot of words just thrownout there.
But if we think of we're abusiness owner, right, how can I
get people to see me?
How can I get people toactually search for my services?
What services do I offer?
Right, you want to make surethat you think of your audience
itself.
If your audience is an audiencelike a plumber.
(04:30):
Everybody needs plumbing,unless you live in an apartment
complex.
You don't have to worry aboutthat, thank goodness.
But everybody needs it.
The first thing that you'regoing to do, you hear your pipe
singing and you're thinking, ha,let me go to YouTube.
Let me go to YouTube see if Icould fix this.
I don't want to spend thousandsof dollars on a little broken
pipe.
My fellow guys out there, yep,this is for you.
(04:52):
You go to YouTube, you try tofigure out what is going on.
At the end of the day, you getfrustrated.
You're not doing it.
You close out and you say, hey,no, whatever, let's start going
into your Gmail, because youbrought that up.
Or let's just start scrollingthe web and start looking at
ESPN or newspapers or travelwebsites, anything.
(05:16):
And you all of a sudden seethese ads for ABC plumbing and
you remember oh, that pipe wassinging three days ago.
I need to go back, I need tosearch, I need to do what's
going on.
And you start searching plumbernear me.
Guess what?
Dan's plumbing service is onLSA, right there, right up top.
And guess what?
He's five minutes away.
He has that badge of trust.
(05:36):
What are you going to do?
You're going to call Dan andsay hey, buddy, I need you.
Speaker 1 (05:41):
Right.
Speaker 2 (05:42):
You have that track.
You tried to do it yourself.
We couldn't do it.
Sometimes you can, guys notsaying you can't, sometimes you
can.
But if you can't, and that'sfine, you have the professionals
.
You have the certifiedprofessionals that are on Google
.
We have that badge of trust fora reason.
And guess what?
You came in through a funnel.
You had Google ads target youbased on your interest.
(06:05):
You saw our ads on YouTube, yousaw our display ads and now
you're coming in converting,still within Google, with local
services ads.
So it comes into play.
When we think about it in reallife scenarios, we can see the
change and we say, oh yeah, thisactually does make sense.
Speaker 1 (06:24):
We want to make sure that we're always top.
Yes, you know, like you describethat with such precision, it's
the customer journey and younever know where they're going
to do or they're going to findyou and when they're going to
convert, because they can findyou, like you said, on search
and then you see, see an ad onYouTube, or maybe they're on
(06:46):
social and you're also usingmeta and that brand awareness is
helping capture eyes right Eyes, equal dollar signs.
The more eyes are on your brand, the more opportunities it is
to have conversions, to havepeople actually call and get
those services or buy thoseproducts.
Well said, well said.
(07:09):
You know.
Now it's also like youdescribed that plumbing
situation.
I've been there.
I really don't want to spendmore than I have to.
You know, I just got a house.
I'm a first-time homeowner and,let's be real, things are tight
.
So when I do start to researchan issue, it was mainly on
(07:34):
YouTube until recently.
Now I use AI and AI is helpingme research an issue to know
what it is about and maybe evenfix it, like I have been able to
fix a few things using AI.
Speaker 2 (07:47):
Yeah, and sometimes we don't even know Right.
One example that I give it's apersonal example for me Right
Before I knew how to drive a car, I knew all the toot, toot,
toot sounds that a car makes.
I know how to change tiresbecause, thank goodness, you
know, I was raised by a greatdad and I have two amazing big
brothers that taught me how todo that.
Right, there's a lot of peoplethat will hear that to to to
(08:08):
sound and have no idea what itis Right.
And we, just we, we just don'tknow.
We go, we can go to AI, we canplay the to to to sound on AI
and it's going to tell us, oh,it's your radiator, oh, it's
this, it's that Right, and youhave that.
And you can go and say, okay, Ineed a mechanic, or oh, no, I
just need a tire shop.
Right Before we didn't have that, we didn't have that
(08:28):
opportunity to to actually do it.
And and again, if we put itinto life's perspective me as as
as a female, if I go to amechanic and they think I don't
know I'm going to be upsold onso many things, right, I have to
go and say this is what I want,because this is what AI tells
me, right?
So we have those cases likethat and, if we put it into
(08:49):
perspective, I want a mechanicthat's going to be there, right,
that I can call, that I canchat, that I can send a message
to that I can see a CTA or acall to action that's going to
say give me my quote, right, Ican call you, I can message you.
I want to see that, I want tobe visible.
If I don't see you, I'm nevergoing to give you my business
(09:10):
because I do not see you.
Right, visibility is key.
Speaker 1 (09:14):
That's a perfect segue into this new update that
LSA has.
Tell them about this updatethat we noticed that Ajay, being
out of office, still is workingand noticing things.
Speaker 2 (09:25):
Yeah, so now we're actually seeing that we can
change the send a message orjust a slot that said message to
get a quote, and they'reactually customizing it.
Speaker 1 (09:36):
On.
Speaker 2 (09:36):
Google Ads.
We've been able to do that fora while.
We've been able to add learnmore and get quotes, call now
and different call to actionsNow.
Lsa is providing that optionbecause, guess what, not
everyone thinks the same.
Not everyone thinks the same,so they're also.
Speaker 1 (09:53):
You can't see it on everything right.
It's like if you do hardscapesyou see it, but you won't see it
on window cleaning.
We manage a few window cleaningcompanies.
We don't see it there, but wesee it on hardscapes and it's
like Google is just changing theway that they're displaying
things all the time.
Another colleague of ours,chris Blake.
(10:15):
He sent me a message with a newview of the Google business
profile.
I'm like I've never seen thatbefore.
That must be a Google test.
We're seeing things on our endfirst, and then they roll back
and then they then release it tothe public.
It's very interesting how Googleis deciding to show and display
(10:39):
these updates.
But, with that being said, younever know where you're going to
get that view and where you'regoing to get that customer, so
it's better to be everywhere andorganics are so important to
that as well Like AI is pullingtheir stuff from organics, right
, and then, once you get to thewebsite, guess what?
(11:00):
You got a cookie on them andyou can track them.
And you got a pixel on them andyou can track them, and then
that's where ads come into play.
So it's like it's a very goodecosystem if you know how to use
it.
Speaker 2 (11:12):
That's right.
You just mentioned somethingthat I think is one of my pet
peeves tracking.
Tracking you have to know whatis going on on your site, on
your accounts, what's your data.
I know sometimes tracking andit can get scary, right, but we
don't see personal information.
I don't see that you knowStacey from San Diego is
(11:33):
clicking on your ads.
I don't see that you know Stacyfrom San Diego is clicking on
your ads.
I just see you know a femalebetween this age and that age
clicked on your ad in thislocation.
That's all I see.
Right, it's nothing personalthat we see.
It's actually the data, right.
And we add on the Google ad sidewe utilize that when we do
complimentary strategies, andlet me explain a little what a
(11:54):
complimentary strategy is forour users.
So we have a client, let's say,autumn Dentistry right.
We have a client that is onlocal services ads right,
guaranteed, professional.
We have the badge of trust.
These people need more patients, right, they need more.
They need their existingpatients to come back for dental
(12:15):
cleanings or to review, fortheir yearly um, for their
yearly checkups, and all of that, or also new patients, because
obviously, new money, newpatients, hello, always right,
you want to make sure of that.
Uh, so we have this client ontwo platforms, let's call it.
It's really essentially thesame platform.
(12:35):
We're just sisters workingtogether.
We have them on both platformsthe LSA and Google Ads.
We utilize with them aperformance max campaign to
maximize their visibility asmuch as possible.
We want to make sure that ourclients are shown everywhere.
Right, if I did not havetracking for this company, I
would not be able to do anythingfor them.
(12:56):
I would just show ads towhoever wants a dental cleaning.
That's it.
But is it the accurate person?
Is it the people within thedemographic that my client is
looking for?
Is it the people that areinterested in actually going to
a new practice versus anexisting practice?
That's where tracking comes in,and some things can.
(13:17):
Again, some things can betracked, some things can't be
tracked, but we want to makesure that our clients understand
.
It is super, super important tounderstand your data and to
have an analyst that can sitwith you and tell you hey, over
the last 30 days, the majorityof your audiences came from male
users between the age of 35 and62, right, your best performing
(13:38):
city was this city or that city, or this zip code, or that zip
code, and we're providing youthe data because that's what we
utilize to optimize right.
Why am I, if I know that malesbetween 35 and 62 are the best
people to convert, why am Igoing to show my ads and
prioritize my ads to females 18to 25?
Will that make sense?
Speaker 1 (13:59):
No, no, not at all Right.
It's like, without thosetracking scripts on websites,
without enabling all of theseresources that Google gives you,
you're missing out.
It's like you're shootingyourself in the foot if you
don't do it correctly.
Like you're shooting yourselfin the foot if you don't do it
correctly.
(14:19):
Um, yeah, I hear it all thetime too.
You know clients are like no, Idon't want google to have my
data.
Oh, no, I'm scared, they don'twant it, for you know malicious
intent.
It's really about givingeverybody a better experience
the user and the business ownerand, but primarily, the user.
They're willing to forgo addollars to give their users a
(14:41):
great experience.
And if you as a business owneraren't playing ball, then you're
going to be missing out.
Why would they want to give youleads?
As a business owner thatdoesn't want to put scripts on,
doesn't care about enablingmessage leads, doesn't care
about this or that, I don't careabout Google, no, well, you're
(15:02):
not going to get any business.
Mr Client or Mrs Client, youneed to really evolve your
thinking to a 2025 marketinglandscape.
This isn't the 90s.
This isn't the 90s.
This isn't 2005.
This is legit big data that wecan manipulate and leverage.
(15:25):
What are we even talking about?
Speaker 2 (15:27):
Do you have?
Speaker 1 (15:28):
emails, let's get them.
Speaker 2 (15:29):
There you go.
I was actually going to tellyou.
You have your phone with you 24hours a day, 24 hours a day.
Whoever tells me they don'tthat you're lying to me?
Right, you have everything onyour phone.
You have your email, yourmessages.
You need something?
You'll go either to Facebook,right, and see an ad and do it.
Once you see that, you go toGoogle.
Where do you do it?
(15:50):
On your phone.
Your phone is everything.
Your phone tracks everythingthat you do.
Right, it's essentially thesame thing.
We want to make sure that ourclients understand it's not,
again, not using maliciousintent.
It's to understand youraudience and to better optimize
your accounts to get a betterprofit, because, at the end of
the day, money talks, right?
So that's something huge thatwe have and that's something
(16:13):
that we can see on bothplatforms, both on LSA, on
Google Ads, when we utilizeGoogle Analytics as well, right,
we want to make sure that wehave that, and the way that we
make here at OMG, our strategyworks is by taking the data from
one side of the house andreflecting that to the next.
Right?
We work together and we workwith your audiences, with your
(16:34):
business, and just trying tomake sure to see what fits.
And even if let's remove theLSA factor, even if we don't
have that LSA factor, if you'rea company that you're not local
service, that you're not anemergency service and you're in
e-commerce and you you know,let's say, I have a dog, proud
dog mom.
(16:54):
You can see my chain.
I'm constantly buying thingsfor this dog.
I have a dog proud dog mom.
You can see my chain.
I'm constantly buying thingsfor this dog, right?
I am constantly beingretargeted.
I'm constantly using theshopping network.
I'm constantly on thesewebsites spending unnecessary
amount of money on this dog,right, and I'm constantly being
retargeted.
I'm constantly seeing ads.
I'm constantly seeing retreatsand doggy hotels and things like
(17:15):
that Would never take my dogthere.
I'm constantly seeing ads.
I'm constantly seeing retreatsand doggy hotels and things like
that Would never take my dogthere.
I'm sorry, but still see it.
I am retargeted because I ampart of an audience, because
they have tracking and they havebeen able to say, oh, this
female between the age of 25 and35.
Is a dog mom.
Let me go ahead and retargether, so you see, kind of like
the connection that it makes andit's insane.
Speaker 1 (17:38):
That's it's a little bit.
It's a little bit like oh, it'slike, how do you?
Speaker 2 (17:42):
know that I want to buy him another toy, but let me
buy that toy because you'veretargeted me everywhere and you
followed me everywhere.
And guess what?
I did it.
I literally just did it lastnight.
I can, I can't.
I can't.
I can't.
It's it, you know it's, it's,it is what it is.
But I was retargeted so manytimes by this one company and I
said you know what, I'm going totry it now, yeah, and that's,
(18:05):
and that's okay.
Speaker 1 (18:06):
Guys, that's okay.
Don't feel bad for consuming to, for spending your hard-earned
money on something that youreally want.
That's the convenience andthat's great.
You know that's something thatour parents and grandparents
would have loved and killed tohave.
You know we're able to do thissitting, you know, in completely
(18:26):
different cities, like we'refar apart, and we're able to be
on a call together talking aboutmarketing that and this call is
going to be recorded and sentout to the internet, to YouTube,
to Spotify, to all of theplatforms.
It's a, it's a brand new dayand we have to evolve with it.
You know my big brother, he, hedoesn't want like AI to to rule
(18:51):
his life.
They're, they're scared aboutAI now, right, it's going to
come in his life.
They're, they're scared aboutai now, right, it's gonna come.
And and even elon is saying thatthere's a, there's a 80 20
chance.
So, like, 80, good, 20, uh,terminator, you know, like
skynet type deal.
But I think you know it's hereto give us convenience and give
(19:12):
us an easier time.
Let's just like everything hashas happened with with time,
right, we're, we're in, we're ina very, very interesting age
and I don't want to go back.
I want, I don't want to get adsthat are not, you know, right
for me.
Like, why would I want to seean ad for know something for
(19:36):
women like I, maybe to buy itfor my wife.
You know, maybe if it's likeMother's Day is coming up,
that's when I need to see women.
You know like boom, boom, boomand I and I do like on Instagram
.
Those are the, those are thethings that like damn, I gotta
remember, I gotta do it, I gottado it and I got to do it and I
do.
It's amazing.
But maybe not on Instagram,because if I don't have my card
(19:59):
on Instagram, I'll just go toGoogle, where I do have my card,
and then I convert on Googlethe shopping campaigns, the
social media, brand awarenessplays a big role.
You could do brand awarenesswith Google Ads.
It's like you're describingyourself as a consumer, like if
someone were to give google andmeta an email.
(20:22):
That is, that is, of a consumerwith the same characteristics
as you.
They're going to be like okay,we know what alceera likes.
Let's give this person the samekind of targeting, because this
is working very well for Alcira.
Now let's see if it works forJane.
Speaker 2 (20:42):
Yeah, it's all about tracking.
It's all about understandingand reaching.
You said something reachingyour audience right, we want to
make sure that we reach thecorrect audience.
Why will I be retargeted forsomething with a cat?
Speaker 1 (20:53):
No, absolutely not, and it's like you're saving your
ad dollars.
You know you're being goodstewards.
We're really good stewards ofour clients' ad dollars because
we know that that comes hardwith hard work.
It comes with hard work.
So it's like back in the dayyou had to pay God knows how
(21:14):
much money to be in the yellowpages, Right, and then you just
hope somebody picks you fromthere.
Same thing with a billboard,same thing with a TV ad or a
radio ad.
It was ungodly amounts of money.
Now this is pennies compared tothat.
Speaker 2 (21:30):
And you don't really see the return.
You really don't.
I actually come from businessowners small business owners but
when I was growing up myparents had a couple of stores
and things like that and Iremember my siblings and I just
writing down things and walkingaround the stores and giving
away handmade banners and thingsthat we would do because,
(21:55):
honestly, it was so expensiveand you never saw the return.
You never knew how that people,how those people, are going to
actually come to the store andsee you and you ask and they're
like I saw you.
oh, I just made this but, nowyou can actually see that how
many people are clicking on yourad, how many people are are
actually converting.
If you're getting calls, ifyou're getting form fills which
(22:17):
is very important look at yourmessages, look at your emails
those are also conversions.
Those are people that areinterested in you and in your
service.
Right, it's not the same asbefore.
Right, I love the 90s best timeof my life.
Right, I only thought abouteating ice cream and playing
with my cousins.
But hey, we're in a completelydifferent world and just how
(22:43):
everything is evolving with AIand now with tracking things and
just being different.
We as people have to evolve aswell.
I honestly use AI for absolutelyeverything.
While you know, I am obviouslyethnic you guys can see proud
Nicaraguan I have no idea how tocook Nicaraguan food.
I will go to AI and ask it.
If my mom is not answering herphone, right, I will go.
Hey, how do I cook this?
Hey, how do I do this?
(23:03):
Hey, how do I do that?
And a lot of people do that.
I can't wait to actually beable to post ads there and be
able to get more people in,because we do see that and we
see the difference, and I see my12-year-old nephew that he'll
try to figure something out andsay I can't get it.
His AI is I think it's Toby orTony or something like that and
(23:25):
he will go and ask Tony and Tonywill say this, this and this is
what you have to do.
So we see that evolution and wehave to do it as well.
We have to just not be afraid ofventuring out, not be afraid of
playing around with yourmarketing dollars, because, at
the end of the day, you pay toplay, right, and you play to win
(23:47):
.
Nobody wants to be a loser,guys.
Right, we want to make surethat we're always positioning us
appropriately.
We're getting you to thataudience.
You are on every single slotpossible.
I cannot emphasize that.
Enough right.
Work on your organics.
Have a Google ads presence.
Work on your LSA, localservices.
You guys should not not be onLSA.
(24:08):
We need you there, right,because as users, as consumers,
the first slot that you see, ifyou think about a towing
industry, right, which, thankgoodness, florida native have
never been needed a tour, buthey, it could happen.
I'm going to go with the firsttour I see, right, especially if
I'm going south to Miami on 95,and I get stuck, absolutely not
(24:31):
waiting.
I am getting the first one, andwho's going to be the first one
?
Lsa.
It's no longer Google Ads, sowe need to be positioned
everywhere possible.
Speaker 1 (24:41):
That's right Pay to play and play to win.
Speaker 2 (24:45):
That's right.
Speaker 1 (24:45):
That's right.
Let's end on that, because Ilike that.
And, guys, if you want to learnmore about advertising
marketing, digital advertisingmarketing this is the best time
to do it.
Never before have we seen somany people online and so many
diversified avenues of gettingyou money.
(25:06):
So give us a call.
Let us help you make some moread dollars into real dollars.
All right, thank you, elsie.
Great job, appreciate you, jay,you're the man, and thank you
everybody for sticking aroundand listening.
Till next time.
Hello and welcome to another episode of the Google
Business Buzz.
We have a very special guesttoday.
We have the illustrious AlciraCastrillo.
Alcira Castrillo, how are youtoday?
Thank you for joining us.
Speaker 2 (00:39):
I am good.
I am good, happy to be here,very excited to talk all things
marketing.
Speaker 1 (00:45):
That's right.
That's right.
We have a lot of updates togive our audience.
The first one is that Jay isout because he has a new little
baby and we're very, very happyfor him.
He's out on PT and I am a prouduncle and Alcira is a proud
aunt and we will be seeing himin our next episode a very happy
(01:10):
new father.
So let's jump right in, alcira.
We have so much to talk about.
The google search landscape ischanging.
Can't really get around it.
We have to face facts and seethings how they are.
Whenever you do a search,you're getting a different view.
(01:32):
You're getting either AIoverviews, you're getting local
service ads If it's notavailable for those industries,
you're getting Google ads.
You're getting different typesof Google ads.
You're seeing Google ads evenin your Gmail.
Now I'm seeing these things.
They look exactly like newmessages and I don't know
(01:52):
whether or not to click on them.
And then I click on them.
It's like, oh, they got me, butit's all for the benefit of
users and business owners.
Every single one of those emailads are relevant.
So, alci, take it away.
Tell us how the landscape ischanging as you see it.
Speaker 2 (02:17):
Yeah.
So first of all, I know it'sscary, let's put it out there.
It's scary for us marketers,it's scary for business owners,
it's scary for users.
We are used to just seeing thesponsored ad on top and being
able to click to a website.
Now, that's really not what weneed.
We actually need the serviceright away.
Right, if you're moving, if youhave plumbing issues, if you
(02:39):
have something that's anemergency and urgent service.
Right, you want to make surethat you're out there.
You want to make sure thatyou're tackling everything On
our side of the house, right onGoogle Ads.
That's my product.
We like to make sure that weposition our clients as high as
possible to the best intendedusers.
We don't waste clicks.
Right, we want to hit theaudience that's actually willing
to convert, so that audience isactually interested in the
(03:03):
specific service.
Now, in some cases, we're goingto see that we're being
outwrecked by LSA and that'stotally fine.
That's fine because it's not anemergency service.
My side of the house tends tobe a little bit more expensive
because I need to work withdemographics and audiences and
tweaks and turns and so manydifferent things to get you guys
on top.
So that is one of, I think, themajor changes that we've been
(03:26):
seeing in the landscape.
However, again, it's nothing tobe scared of.
It's actually an opportunityfor business owners.
It's an opportunity to be ontop with LSA.
If you're, you know Dan fromDan's Plumbing Service, you want
to be on LSA.
You want to be on Google Ads.
You want to show on the mappack.
You want to have a really,really good organic ranking.
Right, a lot of people thinklike, yeah, I'm going to pay ads
(03:47):
but I'm not going to work on myorganics.
No, you have to.
It goes hand in hand.
You can't run before you walkand you can't walk before you
crawl.
So you want to make sure thatyou're targeting everything and
you're positioning yourselfappropriately to be able to be
visible for these people.
Right, everybody.
Let's put it into perspective.
(04:08):
Right, because I think thatwhen we think of advertising,
it's a lot of words just thrownout there.
But if we think of we're abusiness owner, right, how can I
get people to see me?
How can I get people toactually search for my services?
What services do I offer?
Right, you want to make surethat you think of your audience
itself.
If your audience is an audiencelike a plumber.
(04:30):
Everybody needs plumbing,unless you live in an apartment
complex.
You don't have to worry aboutthat, thank goodness.
But everybody needs it.
The first thing that you'regoing to do, you hear your pipe
singing and you're thinking, ha,let me go to YouTube.
Let me go to YouTube see if Icould fix this.
I don't want to spend thousandsof dollars on a little broken
pipe.
My fellow guys out there, yep,this is for you.
(04:52):
You go to YouTube, you try tofigure out what is going on.
At the end of the day, you getfrustrated.
You're not doing it.
You close out and you say, hey,no, whatever, let's start going
into your Gmail, because youbrought that up.
Or let's just start scrollingthe web and start looking at
ESPN or newspapers or travelwebsites, anything.
(05:16):
And you all of a sudden seethese ads for ABC plumbing and
you remember oh, that pipe wassinging three days ago.
I need to go back, I need tosearch, I need to do what's
going on.
And you start searching plumbernear me.
Guess what?
Dan's plumbing service is onLSA, right there, right up top.
And guess what?
He's five minutes away.
He has that badge of trust.
(05:36):
What are you going to do?
You're going to call Dan andsay hey, buddy, I need you.
Speaker 1 (05:41):
Right.
Speaker 2 (05:42):
You have that track.
You tried to do it yourself.
We couldn't do it.
Sometimes you can, guys notsaying you can't, sometimes you
can.
But if you can't, and that'sfine, you have the professionals
.
You have the certifiedprofessionals that are on Google
.
We have that badge of trust fora reason.
And guess what?
You came in through a funnel.
You had Google ads target youbased on your interest.
(06:05):
You saw our ads on YouTube, yousaw our display ads and now
you're coming in converting,still within Google, with local
services ads.
So it comes into play.
When we think about it in reallife scenarios, we can see the
change and we say, oh yeah, thisactually does make sense.
Speaker 1 (06:24):
We want to make sure that we're always top.
Yes, you know, like you describethat with such precision, it's
the customer journey and younever know where they're going
to do or they're going to findyou and when they're going to
convert, because they can findyou, like you said, on search
and then you see, see an ad onYouTube, or maybe they're on
(06:46):
social and you're also usingmeta and that brand awareness is
helping capture eyes right Eyes, equal dollar signs.
The more eyes are on your brand, the more opportunities it is
to have conversions, to havepeople actually call and get
those services or buy thoseproducts.
Well said, well said.
(07:09):
You know.
Now it's also like youdescribed that plumbing
situation.
I've been there.
I really don't want to spendmore than I have to.
You know, I just got a house.
I'm a first-time homeowner and,let's be real, things are tight
.
So when I do start to researchan issue, it was mainly on
(07:34):
YouTube until recently.
Now I use AI and AI is helpingme research an issue to know
what it is about and maybe evenfix it, like I have been able to
fix a few things using AI.
Speaker 2 (07:47):
Yeah, and sometimes we don't even know Right.
One example that I give it's apersonal example for me Right
Before I knew how to drive a car, I knew all the toot, toot,
toot sounds that a car makes.
I know how to change tiresbecause, thank goodness, you
know, I was raised by a greatdad and I have two amazing big
brothers that taught me how todo that.
Right, there's a lot of peoplethat will hear that to to to
(08:08):
sound and have no idea what itis Right.
And we, just we, we just don'tknow.
We go, we can go to AI, we canplay the to to to sound on AI
and it's going to tell us, oh,it's your radiator, oh, it's
this, it's that Right, and youhave that.
And you can go and say, okay, Ineed a mechanic, or oh, no, I
just need a tire shop.
Right Before we didn't have that, we didn't have that
(08:28):
opportunity to to actually do it.
And and again, if we put itinto life's perspective me as as
as a female, if I go to amechanic and they think I don't
know I'm going to be upsold onso many things, right, I have to
go and say this is what I want,because this is what AI tells
me, right?
So we have those cases likethat and, if we put it into
(08:49):
perspective, I want a mechanicthat's going to be there, right,
that I can call, that I canchat, that I can send a message
to that I can see a CTA or acall to action that's going to
say give me my quote, right, Ican call you, I can message you.
I want to see that, I want tobe visible.
If I don't see you, I'm nevergoing to give you my business
(09:10):
because I do not see you.
Right, visibility is key.
Speaker 1 (09:14):
That's a perfect segue into this new update that
LSA has.
Tell them about this updatethat we noticed that Ajay, being
out of office, still is workingand noticing things.
Speaker 2 (09:25):
Yeah, so now we're actually seeing that we can
change the send a message orjust a slot that said message to
get a quote, and they'reactually customizing it.
Speaker 1 (09:36):
On.
Speaker 2 (09:36):
Google Ads.
We've been able to do that fora while.
We've been able to add learnmore and get quotes, call now
and different call to actionsNow.
Lsa is providing that optionbecause, guess what, not
everyone thinks the same.
Not everyone thinks the same,so they're also.
Speaker 1 (09:53):
You can't see it on everything right.
It's like if you do hardscapesyou see it, but you won't see it
on window cleaning.
We manage a few window cleaningcompanies.
We don't see it there, but wesee it on hardscapes and it's
like Google is just changing theway that they're displaying
things all the time.
Another colleague of ours,chris Blake.
(10:15):
He sent me a message with a newview of the Google business
profile.
I'm like I've never seen thatbefore.
That must be a Google test.
We're seeing things on our endfirst, and then they roll back
and then they then release it tothe public.
It's very interesting how Googleis deciding to show and display
(10:39):
these updates.
But, with that being said, younever know where you're going to
get that view and where you'regoing to get that customer, so
it's better to be everywhere andorganics are so important to
that as well Like AI is pullingtheir stuff from organics, right
, and then, once you get to thewebsite, guess what?
(11:00):
You got a cookie on them andyou can track them.
And you got a pixel on them andyou can track them, and then
that's where ads come into play.
So it's like it's a very goodecosystem if you know how to use
it.
Speaker 2 (11:12):
That's right.
You just mentioned somethingthat I think is one of my pet
peeves tracking.
Tracking you have to know whatis going on on your site, on
your accounts, what's your data.
I know sometimes tracking andit can get scary, right, but we
don't see personal information.
I don't see that you knowStacey from San Diego is
(11:33):
clicking on your ads.
I don't see that you know Stacyfrom San Diego is clicking on
your ads.
I just see you know a femalebetween this age and that age
clicked on your ad in thislocation.
That's all I see.
Right, it's nothing personalthat we see.
It's actually the data, right.
And we add on the Google ad sidewe utilize that when we do
complimentary strategies, andlet me explain a little what a
(11:54):
complimentary strategy is forour users.
So we have a client, let's say,autumn Dentistry right.
We have a client that is onlocal services ads right,
guaranteed, professional.
We have the badge of trust.
These people need more patients, right, they need more.
They need their existingpatients to come back for dental
(12:15):
cleanings or to review, fortheir yearly um, for their
yearly checkups, and all of that, or also new patients, because
obviously, new money, newpatients, hello, always right,
you want to make sure of that.
Uh, so we have this client ontwo platforms, let's call it.
It's really essentially thesame platform.
(12:35):
We're just sisters workingtogether.
We have them on both platformsthe LSA and Google Ads.
We utilize with them aperformance max campaign to
maximize their visibility asmuch as possible.
We want to make sure that ourclients are shown everywhere.
Right, if I did not havetracking for this company, I
would not be able to do anythingfor them.
(12:56):
I would just show ads towhoever wants a dental cleaning.
That's it.
But is it the accurate person?
Is it the people within thedemographic that my client is
looking for?
Is it the people that areinterested in actually going to
a new practice versus anexisting practice?
That's where tracking comes in,and some things can.
(13:17):
Again, some things can betracked, some things can't be
tracked, but we want to makesure that our clients understand
.
It is super, super important tounderstand your data and to
have an analyst that can sitwith you and tell you hey, over
the last 30 days, the majorityof your audiences came from male
users between the age of 35 and62, right, your best performing
(13:38):
city was this city or that city, or this zip code, or that zip
code, and we're providing youthe data because that's what we
utilize to optimize right.
Why am I, if I know that malesbetween 35 and 62 are the best
people to convert, why am Igoing to show my ads and
prioritize my ads to females 18to 25?
Will that make sense?
Speaker 1 (13:59):
No, no, not at all Right.
It's like, without thosetracking scripts on websites,
without enabling all of theseresources that Google gives you,
you're missing out.
It's like you're shootingyourself in the foot if you
don't do it correctly.
Like you're shooting yourselfin the foot if you don't do it
correctly.
(14:19):
Um, yeah, I hear it all thetime too.
You know clients are like no, Idon't want google to have my
data.
Oh, no, I'm scared, they don'twant it, for you know malicious
intent.
It's really about givingeverybody a better experience
the user and the business ownerand, but primarily, the user.
They're willing to forgo addollars to give their users a
(14:41):
great experience.
And if you as a business owneraren't playing ball, then you're
going to be missing out.
Why would they want to give youleads?
As a business owner thatdoesn't want to put scripts on,
doesn't care about enablingmessage leads, doesn't care
about this or that, I don't careabout Google, no, well, you're
(15:02):
not going to get any business.
Mr Client or Mrs Client, youneed to really evolve your
thinking to a 2025 marketinglandscape.
This isn't the 90s.
This isn't the 90s.
This isn't 2005.
This is legit big data that wecan manipulate and leverage.
(15:25):
What are we even talking about?
Speaker 2 (15:27):
Do you have?
Speaker 1 (15:28):
emails, let's get them.
Speaker 2 (15:29):
There you go.
I was actually going to tellyou.
You have your phone with you 24hours a day, 24 hours a day.
Whoever tells me they don'tthat you're lying to me?
Right, you have everything onyour phone.
You have your email, yourmessages.
You need something?
You'll go either to Facebook,right, and see an ad and do it.
Once you see that, you go toGoogle.
Where do you do it?
(15:50):
On your phone.
Your phone is everything.
Your phone tracks everythingthat you do.
Right, it's essentially thesame thing.
We want to make sure that ourclients understand it's not,
again, not using maliciousintent.
It's to understand youraudience and to better optimize
your accounts to get a betterprofit, because, at the end of
the day, money talks, right?
So that's something huge thatwe have and that's something
(16:13):
that we can see on bothplatforms, both on LSA, on
Google Ads, when we utilizeGoogle Analytics as well, right,
we want to make sure that wehave that, and the way that we
make here at OMG, our strategyworks is by taking the data from
one side of the house andreflecting that to the next.
Right?
We work together and we workwith your audiences, with your
(16:34):
business, and just trying tomake sure to see what fits.
And even if let's remove theLSA factor, even if we don't
have that LSA factor, if you'rea company that you're not local
service, that you're not anemergency service and you're in
e-commerce and you you know,let's say, I have a dog, proud
dog mom.
(16:54):
You can see my chain.
I'm constantly buying thingsfor this dog.
I have a dog proud dog mom.
You can see my chain.
I'm constantly buying thingsfor this dog, right?
I am constantly beingretargeted.
I'm constantly using theshopping network.
I'm constantly on thesewebsites spending unnecessary
amount of money on this dog,right, and I'm constantly being
retargeted.
I'm constantly seeing ads.
I'm constantly seeing retreatsand doggy hotels and things like
(17:15):
that Would never take my dogthere.
I'm constantly seeing ads.
I'm constantly seeing retreatsand doggy hotels and things like
that Would never take my dogthere.
I'm sorry, but still see it.
I am retargeted because I ampart of an audience, because
they have tracking and they havebeen able to say, oh, this
female between the age of 25 and35.
Is a dog mom.
Let me go ahead and retargether, so you see, kind of like
the connection that it makes andit's insane.
Speaker 1 (17:38):
That's it's a little bit.
It's a little bit like oh, it'slike, how do you?
Speaker 2 (17:42):
know that I want to buy him another toy, but let me
buy that toy because you'veretargeted me everywhere and you
followed me everywhere.
And guess what?
I did it.
I literally just did it lastnight.
I can, I can't.
I can't.
I can't.
It's it, you know it's, it's,it is what it is.
But I was retargeted so manytimes by this one company and I
said you know what, I'm going totry it now, yeah, and that's,
(18:05):
and that's okay.
Speaker 1 (18:06):
Guys, that's okay.
Don't feel bad for consuming to, for spending your hard-earned
money on something that youreally want.
That's the convenience andthat's great.
You know that's something thatour parents and grandparents
would have loved and killed tohave.
You know we're able to do thissitting, you know, in completely
(18:26):
different cities, like we'refar apart, and we're able to be
on a call together talking aboutmarketing that and this call is
going to be recorded and sentout to the internet, to YouTube,
to Spotify, to all of theplatforms.
It's a, it's a brand new dayand we have to evolve with it.
You know my big brother, he, hedoesn't want like AI to to rule
(18:51):
his life.
They're, they're scared aboutAI now, right, it's going to
come in his life.
They're, they're scared aboutai now, right, it's gonna come.
And and even elon is saying thatthere's a, there's a 80 20
chance.
So, like, 80, good, 20, uh,terminator, you know, like
skynet type deal.
But I think you know it's hereto give us convenience and give
(19:12):
us an easier time.
Let's just like everything hashas happened with with time,
right, we're, we're in, we're ina very, very interesting age
and I don't want to go back.
I want, I don't want to get adsthat are not, you know, right
for me.
Like, why would I want to seean ad for know something for
(19:36):
women like I, maybe to buy itfor my wife.
You know, maybe if it's likeMother's Day is coming up,
that's when I need to see women.
You know like boom, boom, boomand I and I do like on Instagram
.
Those are the, those are thethings that like damn, I gotta
remember, I gotta do it, I gottado it and I got to do it and I
do.
It's amazing.
But maybe not on Instagram,because if I don't have my card
(19:59):
on Instagram, I'll just go toGoogle, where I do have my card,
and then I convert on Googlethe shopping campaigns, the
social media, brand awarenessplays a big role.
You could do brand awarenesswith Google Ads.
It's like you're describingyourself as a consumer, like if
someone were to give google andmeta an email.
(20:22):
That is, that is, of a consumerwith the same characteristics
as you.
They're going to be like okay,we know what alceera likes.
Let's give this person the samekind of targeting, because this
is working very well for Alcira.
Now let's see if it works forJane.
Speaker 2 (20:42):
Yeah, it's all about tracking.
It's all about understandingand reaching.
You said something reachingyour audience right, we want to
make sure that we reach thecorrect audience.
Why will I be retargeted forsomething with a cat?
Speaker 1 (20:53):
No, absolutely not, and it's like you're saving your
ad dollars.
You know you're being goodstewards.
We're really good stewards ofour clients' ad dollars because
we know that that comes hardwith hard work.
It comes with hard work.
So it's like back in the dayyou had to pay God knows how
(21:14):
much money to be in the yellowpages, Right, and then you just
hope somebody picks you fromthere.
Same thing with a billboard,same thing with a TV ad or a
radio ad.
It was ungodly amounts of money.
Now this is pennies compared tothat.
Speaker 2 (21:30):
And you don't really see the return.
You really don't.
I actually come from businessowners small business owners but
when I was growing up myparents had a couple of stores
and things like that and Iremember my siblings and I just
writing down things and walkingaround the stores and giving
away handmade banners and thingsthat we would do because,
(21:55):
honestly, it was so expensiveand you never saw the return.
You never knew how that people,how those people, are going to
actually come to the store andsee you and you ask and they're
like I saw you.
oh, I just made this but, nowyou can actually see that how
many people are clicking on yourad, how many people are are
actually converting.
If you're getting calls, ifyou're getting form fills which
(22:17):
is very important look at yourmessages, look at your emails
those are also conversions.
Those are people that areinterested in you and in your
service.
Right, it's not the same asbefore.
Right, I love the 90s best timeof my life.
Right, I only thought abouteating ice cream and playing
with my cousins.
But hey, we're in a completelydifferent world and just how
(22:43):
everything is evolving with AIand now with tracking things and
just being different.
We as people have to evolve aswell.
I honestly use AI for absolutelyeverything.
While you know, I am obviouslyethnic you guys can see proud
Nicaraguan I have no idea how tocook Nicaraguan food.
I will go to AI and ask it.
If my mom is not answering herphone, right, I will go.
Hey, how do I cook this?
Hey, how do I do this?
(23:03):
Hey, how do I do that?
And a lot of people do that.
I can't wait to actually beable to post ads there and be
able to get more people in,because we do see that and we
see the difference, and I see my12-year-old nephew that he'll
try to figure something out andsay I can't get it.
His AI is I think it's Toby orTony or something like that and
(23:25):
he will go and ask Tony and Tonywill say this, this and this is
what you have to do.
So we see that evolution and wehave to do it as well.
We have to just not be afraid ofventuring out, not be afraid of
playing around with yourmarketing dollars, because, at
the end of the day, you pay toplay, right, and you play to win
(23:47):
.
Nobody wants to be a loser,guys.
Right, we want to make surethat we're always positioning us
appropriately.
We're getting you to thataudience.
You are on every single slotpossible.
I cannot emphasize that.
Enough right.
Work on your organics.
Have a Google ads presence.
Work on your LSA, localservices.
You guys should not not be onLSA.
(24:08):
We need you there, right,because as users, as consumers,
the first slot that you see, ifyou think about a towing
industry, right, which, thankgoodness, florida native have
never been needed a tour, buthey, it could happen.
I'm going to go with the firsttour I see, right, especially if
I'm going south to Miami on 95,and I get stuck, absolutely not
(24:31):
waiting.
I am getting the first one, andwho's going to be the first one
?
Lsa.
It's no longer Google Ads, sowe need to be positioned
everywhere possible.
Speaker 1 (24:41):
That's right Pay to play and play to win.
Speaker 2 (24:45):
That's right.
Speaker 1 (24:45):
That's right.
Let's end on that, because Ilike that.
And, guys, if you want to learnmore about advertising
marketing, digital advertisingmarketing this is the best time
to do it.
Never before have we seen somany people online and so many
diversified avenues of gettingyou money.
(25:06):
So give us a call.
Let us help you make some moread dollars into real dollars.
All right, thank you, elsie.
Great job, appreciate you, jay,you're the man, and thank you
everybody for sticking aroundand listening.
Till next time.
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