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PALO and Google Give Advanced Lesson in Digital Advertising

The World of Digital Advertising is Constantly in Flux...

And attendees of PALO Creative’s inaugural Grow Your Business Workshop Series got the latest insights from the internet’s top digital advertising platform – Google.

Some 60 business owners and decision-makers gathered at Café 422 in Boardman to hear from Josh Weum and Joe Papa, representatives from Google AdWords.

During the hour-long Google Hangouts video presentation, Weum and Papa shared information about the evolution of digital advertising, the benefits of advertising with AdWords – Google’s targeted pay-per-click internet marketing platform – and what companies can expect in the very near future. Continue reading

Optimize Your Digital Advertising with a Google Partner

Key takeaways:

A Certified Google Partner benefits from feedback, specializations, and direct Google connections

Clients benefit from Google product expertise, precise ad targeting, and optimized ROI…no wasted advertising dollars!

Want better ROI for your digital ad campaign? Roll with a Certified Google Partner.

Here’s a little known secret: business owners don’t care how many businesses are advertising on Google.

We could try to ‘wow’ you with research about the more than 1.2 million businesses advertising on the Google Search network in 2014, and the more than 1 million websites that were part of the Google Ad Display Network that year. Or we could boggle your mind with stats like how Google AdWords served an average of nearly 30 billion impressions daily in 2012, or how Google commanded 31.1% of the global digital advertising market and 40.5% of the global mobile digital advertising market in 2014, or how 82% of total U.S. paid search ad spend in 2015 was with Google.

We could do that. But if you’re a business owner, you likely have no interest in the statistical minutiae of digital advertising. All you care about is how we, your digital ad representatives, will ensure that your customers see your ad ahead of the millions of others.

That being said, you should care if your ad agency is a Certified Google Partner. Continue reading

Brands Get Political…was it the Right Play?

Was the Super Bowl the right time and place for advertisers to make a statement?

Since President Trump’s election in November, politics have been the talk of the day. You can’t turn on the TV, check your Facebook, or even stand around the water cooler without catching some political conversations/debates/arguments.

super bowl commercials

Budweiser 2017 Super Bowl Commercial | ‘Born the Hard Way’

Days after Super Bowl LI, people were still talking about the political overtones in some of the ads. Super Bowl commercials are a phenomenon unto themselves; a portion of those watching the game does so only for the commercials, so it’s no surprise that the political angles of this year’s crop of ads would have people talking.

From the minute-long Budweiser commercial sparking immigration debates, to a Spanish-speaking mother and daughter walking up to a huge border wall in 84 Lumber’s spot, to Audi’s ‘Daughter’ commercial being labeled as liberal propaganda, Sunday was rife with ads that got people talking.

Freshman advertisers got into the act too. While hair care product company It’s A 10 poked fun at “four years of bad hair,” Airbnb struck a more serious tone with its ‘We Accept’ ad; a clear criticism of the president’s travel ban executive order.

But while this year’s Super Bowl commercials went against advertising’s generally accepted conventional wisdom of ‘keep your politics to yourself’, were these ads in poor taste? Let’s let the numbers decide. Continue reading

Biggest Video Trends for 2017

Redefining the Video Landscape

Key takeaways

  • 2016 was just the beginning of the online video surge
  • More companies are dedicating marketing dollars to video
  • Multi-platform video is the standard for success
  • 360 and aerial videos are the shiny, new toys
A little over a year ago, experts lauded 2016 as ‘the year of video marketing.’ But when you look at the trends toward the end of last year, it’s clear we only saw the opening credits.

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Braking Point to Open Clinic in Columbus Area

Braking Point Recovery is wrapping up construction of its second treatment center. Located in Whitehall, about 10 miles outside of Columbus, it is expected to open Jan. 3.

The treatment center will offer two types of service: detox with supplemental living and intensive transitional day treatment. The center has 16 beds for the seven-day detox program — 10 for men and six for women, with genders separated on different floors.

“We’ve had a few inquiries on the process and procedure for getting treatment at the facility,” Rachel Weaver, clinical director, said. “There are some organizations in the area who don’t provide the types of services we do and will be looking to send us referrals. There is a big need to say the very least.”

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5 Reasons We’re Thankful For Digital Marketing

digital marketing

TACOS = Targeting. Analytics. Cost-efficiency. Optimization. Satisfied customers

Because tacos.

Every Thanksgiving, we sit back, eat delicious food, watch some football, and reflect on what we’re most thankful for. Family, good health, and Cleveland finally winning a championship all come to mind. But this year, the PALO team is thankful for something a little less conventional.

TACOS…and by that, we mean digital marketing.

To us, TACOS stands for Targeting, Analytics, Cost-Efficiency, Optimization, and Satisfied Customers. All layers are required to make a complete product, just like a delicious taco. And understanding how all those layers work together helps us put together some killer strategies for our clients, who are all pushing hard for more digital tactics in their marketing plans.

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Why Buy Media Through an Agency?

Whether you’re looking to get your voice heard on the radio, get some brand awareness with a billboard, or show off your new commercial on network or cable TV, it helps to have a plan. Too often, business owners receive “sale” package offers from media vendors, only check to see how many spots they’ll get, and then simply sign on the dotted line. This can be fine if you don’t have any goals in place, but what kind of company doesn’t have goals that it intends to reach?

Traditional and digital media buying of any scale requires research, schedules, and an understanding of how different media vehicles interact and complement one another in an overall campaign. All of that work requires time, which many business owner simply do not have. Working with an agency to buy your media allows you to focus on your business, and have the peace of mind knowing that your campaigns are taken care of.

Check out the graphic below for more reasons you should use an agency like PALO to buy media, and then give us a call for a free consultation!


Social Media Management (SMM): A Job for a Marketing Agency

social media management hero

Ad Agencies: Social Media Supermanagers

This Looks Like a Job for an Agency!

Smart marketers are constantly learning new and better ways to reach their audience. With the rise of countless social media platforms, creating a strong strategy for a business has become a challenge. Which is right for your business? How do you leverage that network? And, above all, where do you find the time to do it?

It’s estimated that there will be 2.67 billion people using some form of social media in 2018, which is up from 1.91 billion in 2014. Facebook alone boasts more than 1.7 billion active users worldwide, a number that seems to increase each quarter (Statista).

With those kinds of numbers still on the rise, having a strong social media presence is now more than ever a key to the future success and growth of your business. Social media needs to be part of your overall marketing strategy with goals that match those of the business. However, most business owners or managers don’t have the time to build a full strategy for multiple social channels.

So they are faced with a choice: Hire an in-house social media manager, or contract with an advertising agency.

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Search Engine Optimization (SEO): Too Important to Cut


So, you’ve had a search engine optimization plan in place for about a year now and it’s working out well. Your search rankings have improved, you’re getting more website traffic, and you’ve increased your lead generation – the trifecta of a successful search engine optimization plan.

At the end of the year, you now are faced with a choice: renew your search engine optimization plan for another year, or repurpose that money elsewhere. It can be tempting to pull the plug and put that money toward something else. After all, one and done, right?

Think again! You can lose that hard-earned search rank in the blink of an eye.

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Haefke Brings a Decade of Digital Marketing Experience to #TeamPALO

Meet PALO’s Newest Hire – Nicole Haefke!

As more businesses recognize the value in a strong, digital presence, PALO Creative continues to build upon its foundation of digital expertise with its latest hire.

Nicole-Haefke-Digital-Media-CoordinatorPALO’s new Digital Media Coordinator, Nicole Haefke, has gone from crunching the numbers for one company (her previous employer, Coastal Pet Products Inc.) to running analytics reports for several of PALO’s clients. The challenge, she says, has been applying her “big picture” approach on a much larger scale, but it’s a challenge she readily accepts.

“I’m very passionate about exploring the big picture to get a better understanding of the small things, like which search terms are most effective and which audience to target,” Haefke says. “I’m a numbers person. I like facts. And when you look at data and analytics, whether it’s SEO or social media, there’s truth behind it.”

Haefke sharpened her digital marketing skills while working with PALO’s Digital Media Director, Jim Komara, whom she met in 2006. At the time, Komara developed custom real estate websites for real estate agents, and Haefke got first-hand experience in optimizing a website’s content to improve its search rankings. She continued her practice for other local small-business websites while she attended Youngstown State University, where she was president of the university’s Economics Club and an active member of the American Marketing Association. She graduated YSU in 2008 with a bachelor’s degree in business with concentrations in marketing, advertising/public relations and economics.

In addition to SEO and metadata, Haefke has a well-rounded knowledge base in digital marketing, including specialties in evaluating Google Analytics and DoubleClick, online ad campaign management, social media marketing (SMM) and online reputation management. By leveraging her 10 years of experience, she engineers online marketing strategies that are geared toward driving quality traffic, leads and sales opportunities to a customer’s website.

“I love analyzing graphs, numbers and trends, because it helps me to target specific audiences so they see the content that’s most relevant to them,” Haefke says. “It’s smart marketing for any business.”

When she isn’t crunching the numbers, Haefke enjoys writing, hiking, traveling (she’s been to all but 11 states) and dancing – she started when she was four and studied ballet, tap, jazz, lyrical and hip-hop. She’s also a life-long bowling aficionado with a few 300 games under her belt. Nicole and her fiancé, Brian, currently reside in Poland where she stays involved in the community and is an active Rotarian.

Writer’s Block – Knock it out for Good

“Writing about writer’s block is better than not writing at all.” — Charles Bukowski

writer's block

Why “I can’t write” doesn’t fly

Writing is one of the most deceivingly difficult tasks imaginable. Second only to making a perfect hollandaise sauce, we’re pretty sure.

As a small business owner that specializes in a particular service or product, you would think that years of experience would provide an endless supply of writing material…which it does. So why does blogging seem like such a task? How do you beat writer’s block?

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Sliced Bread: Marketing the Greatest Thing

Ali vs sliced bread

The greatest thing since sliced bread

For years, we have praised the pinnacle of human achievement with these words. But how did something as simple and practical as sliced bread become the measuring stick of innovation?

Human beings have produced and eaten bread for thousands of years, but sliced bread has only been around since 1928. In fewer than 100 years, it has become a mainstay on grocery shelves and in our homes. Since it was first introduced in July, we’re taking a look at the history of the invention that made sliced bread possible, and the marketing efforts that made it a success.

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