The Rosewood team sitting together to review a productive 2023

In some ways the holiday break went a little too fast, but at the same time the Rosewood team is excited to continue existing projects and start a ton of new ones this year! We have a lot of digital marketing to strategize and websites to design and launch. However, just like previous years, we’re kicking off 2024 with a review of the success and accomplishments we and our clients shared in 2023.

2023 Proved No Less Busy Than 2022

In fact, 2023 kept us even busier as we served over 120 clients from developing websites to creating comprehensive marketing plans, and everything in between. To address our growing scope and project lists, we had a few new members join Rosewood. We’re still a small and focused team across our Canada-wide offices, but that hasn’t prevented us from making big accomplishments this past year. That focus also allowed us to provide individual and local attention to many of our small business clients concentrated in Newmarket, Uxbridge, Aurora, and around the GTA.

The Launch of Rosewood Fundraising

Rosewood launched a new division in 2023 dedicated to nonprofits that benefit their local communities: Rosewood Fundraising. We have been supporting and providing our services to nonprofits since Rosewood’s beginning; however, this new division dedicates itself to marketing solutions and strategies along with fundraising technologies that are honed to each nonprofit’s needs. Along with our digital marketing expertise, our new division includes our successful Catch the Ace lottery system as well as the new Fundraising for Good platform.

New Services and Insights from Rosewood in 2024

Our review shows 2023 was already a big year, and before we show how by listing all the incredible wins our team had this year, we want to discuss what the year ahead has in store to make it just as exciting. Along with the many projects already underway and soon to start this year, we are thrilled to unveil that we will soon be expanding our consulting services. We’re excited to launch this new service that will only further help small businesses succeed.

These consulting services will provide businesses and organizations with our team’s technical and industry expertise to identify the unique needs and best strategies they should put into practice. These comprehensive services will include website audits, social media branding and strategizing, email and SMS setup and best practices. For ads, these will go beyond traditional campaigns to focus on customized strategies, utilizing a full range of digital tools and resources. These consultations will be precisely tailored to meet the unique needs of every small business we collaborate with.

Wins from 2023

Websites:

  • 31 websites launched!
  • 50 ongoing website maintenance clients with over 570 hours spent in 2023 on various maintenance tasks.
  • Countless websites optimized.

Ads:

  • Generated over 110,000 clicks, directing traffic to a variety of local businesses, and boosting their online presence and customer engagement.
  • Achieved over 16,000 conversions encompassing leads, purchases, phone calls, directions requests, and much more.
  • Conducted extensive A/B testing with over 2,000 headlines across multiple industries to capture the unique voice and appeal of each business and sector.

Digital Media:

  • Over 1100 social posts were uploaded across all major channels to help businesses and nonprofits grow their reach and foster their digital community.
  • 112 email newsletters and many more email automations developed and sent to keep business’ clients and customers up to date while fostering loyalty.
  • 103 blogs written with another 64 also posted to improve website SEO while educating and entertaining site visitors.
  • 42 hours dedicated to copywriting not including editing and implementation.

Fundraising:

  • Launch of Rosewood Fundraising as its own dedicated division.
  • Over $1 million in Catch the Ace transactions processed with proceeds directly supporting community programs across Ontario!

Misc.

  • Further integration of Monday.com for client-facing operations, allowing them to track and update projects.
  • Hundreds of Video Tutorials recorded for clients and team members.
  • Hundreds of eye-catching graphics created.
  • Thousands of perfect images licensed and sourced.
  • Thousands of hours spent on Zoom, Google Meet and Slack Huddles!

Starting 2024 Right

Reflecting on all we’ve accomplished in our review of 2023, we’re only more excited to get started with 2024. We have plenty more websites to design, social posts to create, and ads to review, let alone the exciting things brewing both in our consulting services and over at Rosewood fundraising. We have big goals ahead for ourselves and our many clients. The new year is always a perfect time to set your own business resolutions to accomplish by the year’s end. If you have some big goals whether it’s web design, ads, social media marketing, fundraising, email marketing, or more be sure to contact us to get the year off to the right start.

Two women collaborating on a laptop to optimize a Google ad landing page for better results.

We repeatedly talk about how Google Ads are great for small businesses. Their scaling budget, focused targeting, and clear metrics make them a versatile option. Once you’ve set up effective Google Ads, you’ll be able to direct users to a landing page on your business’ website. That landing page has just as important a job of ensuring potential customers continue on to purchase your products or services. We’ll explain how you can optimize your Google Ads landing pages for better results.

What is a Landing Page

A landing page is a page on your website where a user ends up when they click on a digital marketing campaign like a social media post or Google Ad. It’s where the user “lands” in their digital flight. The landing page ensures those who are interested in the marketing campaign maintain that interest and direct them to complete the desired actions. This could be to purchase a certain product, hire your business’ services, have them sign up for a newsletter, attend an event, etc. Your Google Ad’s job was to increase awareness about your business, its services, or its products and convert them to visit your website. The landing page continues that conversion process by providing a friendly and focused welcome with clear directions to keep going.

How to Optimize and Improve Your Landing Pages

Just like with any digital marketing, there are various strategies to consider when optimizing your landing pages to improve their performance. Here are some of the key strategies along with examples that represent these best practices.

The Right Page for the Right Ad

Unlike your home page, a landing page has a more precise job. It welcomes a user who has come for a specific reason through a specific Google Ad. Therefore, you don’t want an overly generic landing page that will leave users lost. Tailor the landing page to each ad or type of ad. For example, a Google Ad for a certain product or service should land the user on that product or service request page. If a user follows a link to sign up for a newsletter or event, the landing page should be the form to join. If users don’t arrive on a corresponding landing page, they are only likely to get confused, frustrated, and leave.

Concise and Effective Copy

Another way a landing page can potentially confuse any new arrivals is by being full of words. Users have come with a specific purpose, and a landing page should have clear and simple messaging that provides pertinent information. Keep copy concise to be the most effective. Wordiness or jargon could lead to confusion and distract a user from completing the conversion that’s your business’ goal. This landing page from FeminaHealth is a great example. Notice how the simple copy effectively communicates the information with distinct formatting that clearly directs the user to the next step.

Clear Call to Actions

Along with that direct and concise copy, you will want a clear and prominent call to action on any landing page. This will make it clear to a user how to proceed when they arrive on the page, optimizing its performance. On a product page, this will be a clear button like “Add to Cart”. On a newsletter or event signup, these calls to action could be a “Fill the Form” in prominent text with a clear “SUBMIT” button at the bottom. These clear calls to action help direct a user to continue from the landing to the next critical steps in the process. This landing page from Goldberg Centre Vision Correction for booking a consultation is a perfect example of a prominent call to action that directs any landing arrivals.

Cohesive Branding Between Google Ad and Landing Page

An important element of designing any optimized landing page is making sure it is consistent with the rest of your digital branding. When a user arrives at a landing page, they want the space to be familiar and expected. If they arrive at a page that doesn’t match the Google Ad visually and verbally, they’ll be confused or even worried they’ve been taken to the wrong place. That’s why it’s best practice that your landing page has cohesive branding. The space should seem familiar and right, and so should be custom-designed to match the visuals, tone, and style of your business. A great example of this strategy is this landing page from talkspace, where the branding is clear in the page’s logo, colours, and the tone of its copy.

The Best Landing Page is One They Don’t Walk Away From

Now you know some of the best practices for optimizing and improving your Google Ads landing pages. You want a landing page to provide a clear, directive, and familiar experience for any user arriving there. Its job is to keep users there and in contact with your business, not scare them off. If you want more tips for designing your landing pages or want some optimized pages designed for you, contact our advertising and web design teams at Rosewood, who are masters of sticking the landing. 

Alex by his laptop smiling.

If you’ve been looking into or set up online ads or have already setup ads for your business, you should be familiar with pay per click (PPC). PPC ads are the main kind of ad on the major advertising platforms provided by Google and Meta (Facebook and Instagram). These ads are great for small businesses because they appropriately scale the cost of your advertising. Are you just starting with online ads for your business or maybe you’re hoping to improve their performance? Here are the top five best PPC practices for getting more clicks and conversions.

Specificity is King of PPC Best Practices

Specificity is critical for small business’ PPC ads. Broad keywords and search terms can potentially include your ads in more common searches, but they come with certain drawbacks. These keywords will be more expensive since they are more popular and often purchased by larger businesses who are casting much wider nets. They are also less effective because they are not focused on your customers’ more specific searches. Instead, choose specific keywords that are pertinent to each ad. This will make each one more effective and generate more responses.

Picking the Right Targets  

Along with specific keywords, defining your ads’ targets is a PPC best practice. Google and Meta both track data about their users to get a sense of their interests, age group, gender, and other demographics. All of these can be used as target criteria for your ads. For all these possible targets, don’t just use a general sweep of interests for every ad your business runs. Different products or services your business provides will appeal to different interests. Ensure your ads are specifically targeting the ones that are relevant to garner interest and clicks. 

One criterion that can be important for specificity is location. Most small businesses operate in their local area. Targeting certain ads towards your business’ area will ensure locals see your ads. Another factor to consider is that different services, including Meta’s different platforms (Instagram and Facebook), will have different audiences for your business. Ensure you are targeting your ads to how they are performing on each service.

Running Tests

Some provisional research can help you start creating some initially effective ads for your business. However, the best information comes from running ads and getting results. After some time, begin to run tests to identify potential areas of improvement for your ads. Both Google and Meta allow for A/B testing, where two versions of an ad with different copy, call to actions, etc. are run simultaneously to separate members of your target group. A/B testing is a standard PPC best practice and provides a direct indication of which aspects proved more effective at generating clicks. 

Use the Tools Provided 

Both Google’s and Meta’s ads managers put an incredible amount of tools and data at your disposal to track and improve your ads. Use these for some immediate indications for where you can improve your ads. Along with extensive tracking on both platforms, Google Ads provides recommendations for each ad and a quality score with an optimization breakdown. Meta provides its own optimization tool to identify aspects that can be changed to improve outcomes. Along with these tools, both platforms also provide their own detailed list of best practices specific to their services. These tools and lists won’t necessarily provide immediate fixes, but this will help locate potential areas of improvement for any ad. 

The Right Landing Page

The settings, stats, and information on Google Ads and Meta Ads will help you improve your click rates. The final goal, however, is to convert those clicks into purchasing products or services from your business. Ensure the landing page for each ad is relevant and specific. Linking your home page or a generic landing page is not always the best practice. You’ll want to provide anyone clicking on an ad to arrive at the thing that interested them. Ensure an ad takes a visitor to the page with the specific product or service they clicked on with that same product or service. 

The Best Practice is To Keep Improving

Following these 5 best practices will undoubtedly improve your PPC ads, but the best practice is to keep improving. Continue to (re)specify your keywords and targets, test ads, and monitor the information and optimizations that the platforms provide. Just like your business, its ads will keep changing and need updating and maintenance. If you want even more suggestions or want help updating and maintaining your ads, contact Rosewood’s advertising team for even more PPC best practices.