The 10 Most Prominent Google Partners To Look At in 2022 March 2022

www.insightssuccess.com
VOL.03
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ISSUE
09
Chris Fawcett
Founder & CEO
Content is King
Optimization Hacks
Long-form Content as
an Eﬀective Digital
Marketing Strategy
5 Ways to Improve
Your ROI Through
Google Ads

editor
Bhushan Bhad
Managing Editor
nnovation is a spirit that cascades into a rollercoaster
Iride and surpasses challenges while sprouting futuristic
outcomes.
Ushering through an age where inventing the printing
machine in the 1450s was known as the most revolutionary
step of mankind, who knew that the future would surpass
paper technology and enter into a paperless economy. But
with scientiﬁc development and entrepreneurial zeal,
scientist, engineers and artists have consistently redeﬁned
the limits of human excellence.
One such development in the Information Technology space
is GOOGLE. Started as a Ph.D. project by Larry Page in
1998, the American search engine company has changed
the world for the better.
Today, Google has become an intrinsic part of our digital
world.
As recently reported in October 2021, many social media
servers witnessed outages, and the world experienced a halt
in its multitude of functionalities. Imagine the businesses
that lost its potential clientele due to the disruption of
WhatsApp and Facebook outages or the social media
threads that weren't visible to the organization's target
audience just due to an overnight outage!
Partnering Google,
Transforming
Businesses!
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VOL.03
|
ISSUE
09

Now ideate a situation where google halts its services even
for an hour?
The question might haunt you, but understanding the
signiﬁcance of google's existence may add a sigh of relief!
In my opinion, Google has become the planter that nurtures
businesses while bridging the global gap of the socio-
economic divide. With this technological excellence, we
have stepped into a digital age that fosters not only
globalization's core objective but also trailblazes technology
leadership.
But Google isn't just a search engine anymore. It has spread
its wings in almost every technology, business, or social
initiative. With the rise of
digital solutions across the
business fraternity, google
has introduced multiple
software, applications,
platforms, systems, and
business-friendly services too.
Be it the google cloud,
GrowWithGoogle, Skillshop,
Partner Directory, or
thinkwithgoogle, the search engine
giant has become omnipresent and is revamping businesses
with its partnering services. Using this opportunity, many
organizations partners with Google and are transforming
businesses with digital marketing, cloud systems, IT
management, and many more.
Scouting such technology leaders is our new edition, "The
10 Most Prominent Google Partners To Look At in
2022," and proves to be an eyepopping journal for the
business corporates wanting to ride the tide of the digital
revolution.
While you ﬂip through the stories of dynamic google
partners who are shaping the digital age with technological
excellence, make sure to read the insightful articles opined
by our in-house editorial team.
I hope you have a happy read.
- Bhushan Bhad
, ,
Google Partners are driving the
transformative wheel while steering
ahead into a smooth future.

08
Third Marble
Marketing
Marketing Solutions that Empower Your Business

Booster Box
A Passionate Interna onal
Performance Marke ng
Agency for PPC Adver sing
Campaigns 16
24
28
36
Evonence LLC
Expert Google Workspace
PartnerAcross North
America
Grizzly New Marke ng
You’ve Got a Website,
How About a Plan?
JORDAN MEINSTER
CxO
Articles
20 32
Long-form Content as an Eﬀec ve
Digital Marke ng Strategy
5 Ways to Improve Your ROI
Through Google Ads
Op miza on Hacks
Content is King

sales@insightssuccess.com
March, 2022
Circulation Manager Tanaji Fartade
Research Analyst Eric Smith
Editor-in-Chief Sumita Sarkar
Anish Miller
Senior Editor
Kelly, David
Business Development Executives
Managing Editor
Sherin Rodricks
Business Development Manager
Bhushan Bhad
Art & Design Head
Art & Design Assistant
Visualiser David King
Co-designer
Rohil Shinganapurkar
Mrunalinee Deshmukh
Marketing Manager Joseph D'souza
Technical Consultants Prachi, Rajeshwari
Technical Head Jacob Smile
Assistant Technical Head
SME-SMO Executive Gemson
Digital Marketing Manager Alina Sege
Assistant Digital Marketing Manager Renuka Kulkarni
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Sales Executives Mark, Alice
Amar Sawant
Assisting Editors Trishika, Vishal
Paul Belin

Featuring Brief
Company Name
Martin Perron
CEO
Codelattice
www.codelattice.co
Elogia
elogia.net
Better&Stronger
better-stronger.com
Booster Box
boosterboxdigital.com
Bloom
makeitbloom.com
Better&Stronger is an international digital marketing agency. The
agency uses its digital expertise to help people and businesses
grow.
Bloom is a digital marketing agency that specializes in Paid
Search, Display, Social Ads, SEO, and Digital Strategy.
Booster Box is a scientific online marketing and technology agency
based in sunny Tuscany. It helps large, international businesses
succeed online by using a scientific approach.
Codelattice accelerates business endeavors across the globe,
with bleeding-edge technology and prebuilt software
components.
Elogia, a VIKO Group Company, is a digital agency
specialising in Digital Commerce Marketing. It helps its clients
to best use digital media to sell more.
Simon Néouze
Founder and CEO
Gianluca Binelli
Founder and
Managing Director
Vijith Sivadasan
Founder and CEO
Ruben Ferreiro
CEO
Vijay Shah
Co-founder
Grizzly New Marketing
grizzlymarketing.com
Hallam
hallaminternet.com
Genie Goals
geniegoals.co.uk
Evonence llc
evonence.com
Evonence is a Google Cloud partner company founded in 2014.
It is one of the Google Cloud eco system's fastest growing
partners, offering Google Cloud solutions in the mid market
across North America.
Genie Goals is a multi-award winning agency specialising in
PPC, Paid Social and Affiliate Marketing, exclusively for
retailers.
Grizzly New Marketing has been operating as a search engine
specialist since 2001. Grizzly works closely with businesses to
help grow and maximize online campaign performance.
Hallam is a collaborative digital agency. It employs strategic
thinking, creativity, and cutting-edge technology to assist its
clients in increasing their revenue and thriving online.
Emily Long
CEO
René Smidt
President
Jake Third
Managing Director
Third Marble Marketing
thirdmarblemarketing.com
Third Marble Marketing provides specialized Internet
marketing services to get small businesses on Page One of
Google.
Chris Fawcett
Founder and CEO

Chris Fawcett
Founder & CEO

specializes in getting businesses
on page one of Google with
Search Engine Optimization
services and Google Ads
Management.
Cover Story

The evolution of marketing commenced with the
introduction of digitalization. This evolution has
granted businesses the ability and the
opportunity to reach more people through better mediums.
Additionally, the evident technological developments are
providing the right assets for fulfilling the marketing
industry’s essential requirements.
So far, technology has transformed marketing by making
campaigns more personalized and efficient, creating a more
integrated system for customers and marketers alike.
With these advancements, the demand for enhanced
marketing tactics for businesses are on the rise. The ability
to master and leverage these trends is becoming one of the
most sought-after skills.
Currently, the marketing space is dominated by companies
that are consistently providing their clients with effective
marketing strategies and tools to enhance their business,
and Third Marble Marketing is one prominent name among
such companies.
Third Marble Marketing specializes in getting businesses
on page #1 of the Google search results with Search Engine
Optimization services and Google Ads Management. The
company helps its clients with almost any kind of
budget—from $300 to $20,000+ a month—with Google
Ads.
Third Marble’s vision is to help small businesses grow.
Whereas its mission is to engineer affordable Google
solutions to grow its client’s business with efficient
processes. The company operates on the core values of
being transparent, client-focused, efficient, collaborative,
and excellent in the marketing industry.
Third Marble has proven experience with search, display,
remarketing, shopping, and YouTube ads. They also
specialize in local search engine optimization and can also
help their national and eCommerce website clients. The
company has specific departments that perform specific
tasks in accounts.
The Commencement
Chris Fawcett, the founder and CEO is at the helm of the
company’s ascending success. Third Marble started when
the owner of Chris’s favourite local pizza shop asked him to
build a website. He agreed, and after the website was up
and running for a while, the pizza shop owner was not
getting any phone calls from his website. Chris told him
that he needed to do some online advertising. “If you build
it, they will not come,” Chris said. “Having a website
without advertising it is like printing business cards and not
handing them to anyone.”
A few weeks later, the pizza shop owner called Chris with
some questions about a contract he was about to sign. The
pizza shop owner was approached by a salesperson from an
online advertising company that wanted to charge him
$1200 a month on a 12-month contract for Pay per Click
advertising.
Chris could not believe it – there was no way there are that
many searches for pizza in one month for that small of a
geographic area. So, Chris advised the pizza shop owner
not to sign that contract and began advertising the pizza
shop’s new website. He tried numerous different strategies
to advertise the pizza shop online, including search engine
optimization, email marketing, social media, and pay-per-
click on Google, Yahoo, and Bing.
After only a few weeks, it became very obvious that there
was only one truly effective strategy—one that was cost-
effective and did not consume hours of the owner’s time
each week—Google Ads.
For such a small company, Yahoo and Bing did not generate
enough clicks to make the management of the campaigns
worthwhile. Facebook and email marketing were too time-
consuming for the owner and did not help generate many
new customers.
Since Google Ads was generating 80% of all the traffic to
the website, and budgets and resources were limited for the
pizza shop, the team decided to drop all other online
marketing, except for Google Ads.
What fascinated Chris the most – he had a tough time even
spending $300 per month, let alone $1200. How could that
Third Marble’s
business is built around
the Henry Ford assembly
line concept.
The 10 Most Prominent Google Partners To Look At in 2022

‘reputable’ company charge a little pizza shop $1200 per
month? Were there other small businesses that needed this
kind of help too?
So, Chris started asking other local business owners if they
ever get business from their websites and if they ever had a
positive experience with an online marketing company.
Their experiences varied, but there was one common
response – ‘No.’
So, Chris started advertising a few more local companies
online using Google Ads, and the results were the same as
the pizza shop – more new customers and positive ROI.
Seeing the opportunity to start a small business that could
help small business owners everywhere, Chris did quit his
job and started Third Marble Marketing. After a while, it
became very obvious that there are too many internets
advertising companies out there that are taking advantage of
small business owners.
In fact, the horror stories continue to come about ‘reputable’
companies – including mis-billings, over-charges, lawyer
calls, and the most frequently heard story by: “I paid them
all this money, and they said they drove all this ‘traffic’ to
our website, but we haven’t gotten one phone call yet.”
So, Chris vowed to make Third Marble Marketing a
resource to help the small, local business owners grow their
business by providing an affordable internet marketing
strategy that effectively generates customers, NOT ‘traffic’.
Outstanding Leadership
Chris’ dedication to learning ‘all things Google’ has been a
huge asset to Third Marble Marketing. He is and continues
to be one of the top Google experts in the entire company,
who helps to train the rest of the employees. His training
keeps the staff up to date on the latest changes concerning
Google. His focus on keeping a positive work culture is part
of what makes working for Third Marble special.
As a recovering industrial engineer, Chris has always been
focused on efficiency and making things work better. It is
just the way his brain is wired. Growing up, he always
enjoyed taking things apart to see how they worked.

As a child, very few of his toys lasted exceedingly long.
Chris was always trying to make them go faster or fly
higher. For example, he can tell you that Lego motors do
not last very long when you connect them to a car battery.
Chris went to Virginia Tech when he found out that they
were one of the top-rated Industrial Engineering schools in
the nation. In the ‘80s, Japan was out-manufacturing
America, and Chris wanted to make a difference, and that’s
still one of his main motivations today.
After college, he started working for a marketing company
that was using advanced technology to improve its
marketing decisions. They quickly entered the eCommerce
space in the early 1990s, and that is how he started his
career in internet marketing. After several eCommerce jobs
from 1992 to 2009, Chris started Third Marble to help the
average American small business compete online.
What Sets Third Marble Apart
As established before, Third Marble’s mission is to help
local economies grow across the country by making Google
Ads and SEO affordable and accessible to local and small
businesses. Especially now that their potential customers
are turning to Google to find businesses.
If they, like many business owners, do not have the time to
research and work full time on their Google Ads and SEO
to try to get to page one, Third Marble’s proven processes
could be the simple, affordable answer. Because when a
business owner hires Third Marble, they are hiring a team
of Google Ads and SEO experts to apply its affordable and
proven process to their business.
Third Marble has spent over ten years streamlining their
process. The company hires folks who believe in its vision
Third Marble’s mission
is to engineer affordable
Google solutions to grow
their client’s business
with efficient processes.

of helping local economies grow by engineering an
affordable online marketing option with Google. People
working at Third Marble care about each of their client’s
goals and understand how important their services are to the
businesses they cater to.
As established before, Third Marble is hyper-focused on
Google to such an extent that it knows every update and
change, so it can pivot if/when necessary. The company’s
reporting is generated directly from its client’s Google Ads
account and spit out in a way that makes sense. It also
reflects data fluctuations from the previous month, so
clients can easily track if their cost per click has increased,
for example.
Efficient Collaboration
When a client signs up for Third Marble’s services, their
account is assigned to an Account Manager. The account
manager meets with the client to understand what their
marketing goals are and disperses that information to the
rest of the team.
Whenever their client needs to make a change to their
account, all they have to do is email their Account Manager.
Then, Third Marble figures out the best way to accomplish
what the client needs.
Third Marble’s business is built around the Henry Ford
assembly line concept. The company has specific
departments that perform specific tasks in accounts. This
allows it to be efficient with its work, allowing overhead
costs down and keeping pricing affordable for its clients.
The company has the pricing designed to just
perform Google Ads management or SEO work,
but if the client needs a little extra collaboration
or help outside of those areas, Third Marble has
options to make that happen for its clients.
Third Marble is a ‘Process-Based’ service vs. a
‘Project-Based’ agency. Most full-service
digital marketing agencies adopt a
‘project-based’ approach to marketing
management.
It requires a team of people; each one is an
expensive specialist, who meets regularly to
figure out what custom plan is needed to
achieve one’s marketing goals.
These excessive meetings take time and cost money. This
approach means that every client is a ‘project’. They have
project management tools and software and require a
project manager. Projects have a beginning and end, but the
steps between the beginning and end are not yet defined.
You have to pay a project team to create all the steps to
achieve your goals. A project-based service can deliver a
very customized result at a much higher price.

A ‘process-based’ service, like Third Marble, does not need
all the overhead. Processes have a beginning and end, and
the steps between the beginning and end are already
defined. A process saves time and energy by not reinventing
the wheel with every new customer.
Companies that provide a process-based service are more
efficient and can deliver a more repeatable, predictable
result for a lower price.
Enabling Innovations in the Marketing Space
Google is constantly changing, but they have always
remained true to their one purpose, and that is to give a
google searcher their most relevant search results possible.
Years ago, the algorithms were easier to understand. Today,
Google uses more artificial intelligence in its algorithms for
determining the organic search results.
Even the bidding options and algorithms in Google Ads
have expanded dramatically. Also, Google Ads has grown
more complicated and requires more analysis than it did
several years ago.
Since Third Marble is always focused on bringing its
client’s business on page one of Google, they are just
continuing the ride of the AI and ML wave. Third Marble
learns, and researches each update, rectifies how it is
changing its client’s results and adjusts its processes to keep
its clients on page one of Google.
Surmounting the Adversities of the Pandemic
Having the team separated from each other has been a
challenge for Third Marble. Partly just because they all
really enjoy each other’s company, and the rest is that
sometimes it is just easier to work in the office together for
some projects. The team had just moved into a bigger office
space before the pandemic hit, which was a really exciting
move for Third Marble.
They got about a year into enjoying that space, and now it
sits as an overhead cost while everyone works from home.
The company is doing its best to understand this time is a
struggle in diverse ways for everyone on the team, and they
are all navigating this tough time the best way they can.
Though, they miss seeing each other and getting together
for company activities.
Inspiring the Aspirants
“Google is constantly updating and changing; prepare your
staff to stay on top of all the changes that Google makes,”
says Chris.
Clients tend to expect instant results and that just does not
happen. Google Ads is a database marketing tool. Chris’
opinion is, “Remember to analyse the data; what works for
one client may not work for another.”
Marketing campaign requires data. A brand-new campaign
has no data, so it takes time to collect enough data for the
system to make intelligent, predictable decisions, and
adjustments to the bidding. Be sure to manage their
expectations.
Chris also mentions, “the more you spend, the better the
results.” Clients can see results with modest budgets;
however, it takes longer to optimize the campaign for a
positive ROI. The same concept applies here. “More data
means better decisions and better results,” he adds.
To get there faster, you need data, which means you need a
healthy budget to create data trends.
Chris’ advice is “Know what people want, how they think,
and how they search.” The increase in voice search and
digital assistants has increased the variety of search terms.
“Know how this affects how people search for your client’s
products and services,” he adds.
A Thrust towards a Better Future
Third Marble Marketing will continue to streamline
processes to keep overhead costs down so that it can pass
those savings onto its clients. Third Marble Marketing is
conducting shopping ad studies to update its current process
and is witnessing significant success while fulfilling its
clients’ requirements.
Third Marble
figures out the best
way to accomplish
with Google what the
client needs.

Booster Box
Booster Box
A Passionate International Performance Marketing Agency
for PPC Advertising Campaigns
oogle is a giant system, and under it, there are a
Gvast number of services using which businesses
can achieve their various purposes. One of the
major services that Google provides is Google Ads. It gives
a platform to every type of business to run their marketing
and advertising campaigns using the budget that is available
to them.
The most important aspect of Google Ads is that it can
show you exactly where and how your marketing budget
has been spent. In addition, it shows the minute-to-major
matrix of your ad campaign's performance.
The interesting fact is that, using Google's Pay-Per-Click
(PPC) model, you can wisely plan your campaigns to
maximize the outcomes as well as make better use of the
technology and data that are available. There are Google
Partner companies that provide specialized and focused
services to get you the most value for money from your
online ads.
Booster Box is a Google Premier Partner for 2022. It is one
of the top companies in its country, and it has fulfilled all of
the partner criteria. The agency is one of the passionate
performance marketing agencies that facilitate focused and
effective PPC advertising campaigns. It aims to "Make
Smart Smarter" through its well-planned online advertising
campaigns.
In an interview with Booster Box's Gianluca Binelli
(Founder and Managing Director), we discussed his
digital marketing agency's journey and its enthusiastic
approach towards running clients' PPC campaigns.
Below are the interview highlights:
Please brief our audience about your company, its USPs,
and how it is currently positioned as one of the reliable
firms in its niche market.
Booster Box is a scientific performance marketing agency.
This is just a complex way of saying we use a data-driven
approach to run wildly successful international campaigns
that are helping our clients reach their ROI goals.
Everything we do is strongly rooted in numbers, and we
focus on technology and automation to maintain efficiency
and quality while scaling fast.
What are the core values upon which your company is
built?
The three core values at Booster Box are:
1. Dataism: Our religion is data. Relying heavily on data is
something that permeates every single aspect of our
company: we use data to make any single decision within
the company, from choosing the coffee brand for the mini
kitchen to calculating how much we should invest in a
certain channel.
2. Ownership: Every single person working at Booster Box
is the owner of his/her specific project. In a nutshell, we
believe that with great power comes great responsibility,
but also the opposite. So, we try to give everyone working
at Booster Box a lot of responsibility in order to unleash
their intellectual power. At the agency level, ownership
means considering ourselves not just an external partner for
our clients but an integral part of their growth.
3. Automation: We are lazy, we have automated most of the
boring bits so we can focus on the fun part: driving impact.
Life is already too short to spend hours and hours
improving campaigns one keyword at a time or pulling data
into a report. This is why we turned to build our own scripts
and technology to do things for us, which means more
hours to look at the bigger picture and focus on what
matters.
The 10 Most Prominent Google Partners To Look At in 2022
| March 2022 www.insightssuccess.com
16

Everything we do is strongly rooted
in numbers, and we focus on
technology and automation to
maintain efficiency and quality while
scaling fast.
Managing Director
17

Tell us more about your company's offerings and what
aspects make it stand out in the competitive market.
Our core services are performance marketing (paid search
and paid social media), SEO, and MarTech (tracking and
analytics). As our payoff goes, "We Make Smart Smarter":
we are focused on automation to increase the efficiency of
campaign building and budget allocation. We use machine
learning to our advantage and build on top of it with an
arsenal of scripts and tools.
We leverage data to optimize for new objectives and we
create innovative attribution models.
We are driven by our vision: we want to build Silicon
Tuscany, ditching the tradeoff between location and impact.
From the border of the empire, we strive for excellence in
building international campaigns. In five and a half years,
against all bets, we have kick-started a technology bubble in
the middle of the Tuscan hills. In 2019, we were recognized
as the Best Small PPC Agency in Europe.
Please brief us about your journey in the industry and
how you have contributed to the success of the company.
I am Gianluca Binelli, Founder and Managing Director of
Booster Box, a scientific performance marketing agency.
Prior to Booster Box, I spent six and a half years at Google
in Dublin, NYC, and London. I managed online marketing
for Google's products in EMEA and I am an advisor for
CapitalG, Alphabet's Independent Growth Fund.
Being an experienced leader, share your opinion on how
the adoption of modern technologies like AI and ML has
impacted the marketing industry and how is your
company riding the technology wave?
Since the inception of Booster Box, we have focused on
building tools and tech to better leverage internal and
external data to serve more relevant ads to users. The recent
advancements in machine learning and artificial intelligence
have only accelerated a long-term trend that provides
marketers with more capability to do things that only a few
years ago were not possible.
The real question is: how do you stand out in a world that is
machine learning-dominated, where algorithms are leveling
the playing field? We think the solution lies in making
smarter decisions based on GDPR-friendly first-party data.
Leveraging AI to feed algorithms is a competitive
advantage at the company or agency level. We see a future
where the secret sauce is no more the algorithm itself but
the data we are feeding it with, which needs to be more
accurate and sophisticated.
Considering the current pandemic, what initial
challenges did you face, and how did you drive your
company to sustain operations while ensuring the safety
of your employees?
At Booster Box, we took the virus very seriously from the
beginning, preferring a "safe is better than sorry" approach
from day 1. I guess all those zombie movies that I have
watched finally helped me make the right call.
I prepared an emergency plan after the virus was confirmed
in China. As soon as Patient 1 was found in Italy, we
activated it. We stopped traveling and events. We closed
both offices (Milan and Tuscany) and immediately set
everyone to work from home.
We started going back to the office in spring 2021 when
restrictions eased in Italy, and we officially opened our
brand-new HQ in Pietrasanta in May 2021. In October
2021, we also reopened our Milan office in a different,
much cooler location!
18

What would be your advice to budding entrepreneurs
who aspire to venture into the industry?
Fall in love with the methodology and not the idea. "Speed
is of the essence" is probably an understatement: in this
industry, changes are constantly happening, and success
strictly correlates with the ability to keep innovating in an
ever-changing environment.
The real secret for scalability is not being too affectionate to
an idea or product—otherwise, you will get stuck with
it—but rather being in love with the methodology and
adapting it to whatever the industry throws at you.
How do you envision scaling your company's operations
and offerings in 2022 and beyond?
We have two big work areas for 2022: the first one is better
measurement, which entails incrementality and privacy, and
other fun things. The second element is CRM integration
with advertising platforms.
The secret to moving with machine learning and not against
it is to feed it better data. That is why we believe that
companies with better data will eventually have an
incremental advantage over competitors.
Major Achievements
Ÿ Nominated as the Best Small PPC Agency in Europe in
2019.
Ÿ Gianluca was nominated as the 10th most influen al
PPC expert by PPC Hero in 2021.
Ÿ According to the Financial Times, Booster Box is the
125th fastest growing company in Europe.
Ÿ Booster Box team has been invited to speak at the
European Commission and at the main industry
conferences.
Ÿ Booster Box is cer fied as one of Google's Interna onal
Growth Agencies and Digital Champions.
Ÿ What Clients are Saying
Ÿ Booster Box has been a key player in Taboola's growth
since we started working together back in 2016." – Elad
Efrima – Director of Acquisi on at Taboola
Ÿ We call [Booster Box] Subito Tuscany as it is a natural
extension of our in-house digital acquisi on team." –
Alessio Forte – Head of User Acquisi on at Subito
Ÿ
Ÿ Booster Box is one of the best digital marke ng
partners I've ever worked with. They've helped op mize
our digital investment and scaled results by using the
most advanced tech stack available." – Riccardo Zilli –
Online Marke ng Manager
19

Long-form
Content asanEffective
Digital Marketing
Strategy
C
reating thoroughly researched content requires time
and expertise. If done right, a few pieces of long-
form content can boost your search rankings faster
than most short-form content. Also, well-researched,
planned, and presented content can always stand the test of
time and be useful for years.
Today, every organization is building its digital presence to
reach consumers effectively. All of them are contending for
top search engine rankings in their desired keyword
categories.
As many of us know, companies must have content plus
search engine optimization (SEO) strategies at work to get
top rankings. To meet this requirement, it has become
common practice in many companies or digital agencies to
create web pages with short content specifically for search
engine ranking purposes.
While quickly produced content could enable companies to
get indexed on top, the content lacks the engagement factor
most of the time. Such content fails to retain individuals'
interest due to a dearth of quality. Needless to say, it does
not help a company with converting website traffic into
customers. To tackle this issue, companies have to adopt the
practice of putting properly researched long-form content
on their websites.
The Advantages of Long-Form Content
It is necessary to put time and energy into developing well-
researched, top-quality content. This can be put into one
long page explaining every minute aspect, fulfilling the
website visitor's queries.
There are numerous benefits of long-form content, of which
the most important are listed below.
Enhances the Brand's Reliability
The core of every business is building customers' trust in its
products and services. The long-form content allows
companies to do this exercise more conveniently. Short-
form content very rarely proves to be engaging for users.
On the other hand, the chances of readers getting immersed
in the long-form content are high.
Detailed information articles build an image of the website
as a reliable and expert platform on the subject matter.
Long-form content enables you to satisfy users' queries in
effective ways. This results in more users engaging with
your digital content, increasing its reliability. The more
reliable a company's content is, the more people will want
to do business with it.
20

Content is King
21

Effective Way of Link Building
The long-form content allows a company to put as many
internal relevant links as it wishes on its web pages. It helps
Google to suitably understand the structure of the website.
It is always a great practice to build links within the content
in such a manner that any search engine can understand
how a website's content pages are relevant to each other.
Moreover, as the long content's purpose is centered upon
creating useful information, the chances of its link sharing
also increase. These pages can earn you more backlinks,
social shares, and page authority. This helps in improving
the website's rank on the Search Engine Results Pages
(SERPs).
Improved Conversion Rates
One might think that today's individuals cannot focus. And
in such a situation, a long article would not be able to retain
visitors on a web page for reading it throughout, let alone
the chances of converting them to customers.
But the reality is different. If the content has quality, it will
be able to hold the user's attention till the end. Many
visitors would consider becoming customers of a company
once they are satisfied with the company's content on the
website.
A case study of Highrise Marketing, Inc. found that its
home page with long-form content saw an increase in
conversion of more than 37 percent. Another study of Crazy
Egg found that long-form content increased its website's
conversions by 30 percent.
Social Media Perks
Social media may be filled with memes and viral videos
nowadays. But it also has a userbase that prefers reading
well-researched, in-depth articles.
A recent study says that videos are the most viral content on
social media these days, but in-depth features are not far
behind. "We found long-form articles doing very well on the
social web, despite the demands of an increasingly mobile-
focused market," states Liam Corcoran, one of the primary
researchers of the study. It found that the more useful the
content is, the more it gets shared across the social plat-
forms, no matter how lengthy it is.
The Bottom Line
All said and done; digital marketing is just getting started.
In the last few years, many strategies have been applied to
get brands noticed on the internet. Many were able to get
attention, but the retention factor was lagging. Due to a lack
of content quality and in-depth presentation, many company
websites suffered.
Taking this as a learning experience, companies will now
need to focus on building well-researched long-form
content to satisfy the visitor's queries. The more useful the
content becomes, the more it will be valued by visitors,
turning them into customers. Furthermore, the long-form
content will keep on supporting the company to strongly
sustain its digital presence for years.
- Vishal Golekar
22

24

25
Vijay Shah
Co-founder
Evonence LLC

26

S
ince 2001 Grizzly New Marketing has ranked over
1 million keywords in the top search engines,
including Premier Google SMB Partner, for every
imaginable industry. Grizzly was the FD Golden Gazelle’s
fastest-growing company in the Southern Netherlands
consecutively since 2017 and among the fastest-growing
1000 in Europe according to the Financial Times.
The rules of the jungle apply in the business where
marketing is everything. No matter how good a product is,
without sales, there is no business continuity. That’s why
they need a bear by their side such as Grizzly New
Marketing.
Grizzly’s modus operandi is interacting with its clients’
sales front in doing everything that is possible online to
market and to keep competitors feeling the bearish market
conditions. As a Google Premier SMB Partner and a
marketing consultant since 2001, Grizzly can help
businesses forage through the marketplace and get that
honey out of that beehive.
Grizzly New marketing keeps iterating its success and that
of its client’s campaigns via its strategic local service
packages based on the number of keywords for SEO
articles:
Ÿ Starter package
Ÿ Online package
Ÿ Strategic package
Search Optimization for Local Businesses
Grizzly New Marketing secures new business and returns
customers for professionals such as dentists, landscapers,
interior designers, architects, attorneys, physiotherapists,
chiropractors, and so on. The businesses may also be corner
shops, solar installers, delicatessens, cleaners, spas,
pizzerias, malls, florists, garages, and the list is endless.
Grizzly helps these types of businesses to market to
residents and visitors to their locality. Any traffic to their
sites or social media coming outside of these targets is noise
and not very useful to the client.
In addition, Grizzly conducts an optimal design of the
‘Google My Business’ profile for its clients. Thus, a client
located around Brooklyn, New York City, Manhattan, or
New York is visible to end-users in a manner that depicts
the uniqueness of their business.
By leveraging on long-tail terms used to search the web in
the local dialect or culture and by applying regional
advertisement, more inquiries start coming in from potential
28

customers. For those businesses that want their business's
pin to be at the top of the search list, Grizzly does that.
Search Optimization for Nationwide Providers
This package is in use by a range of businesses from
startups and SMBs to large corporations that are aiming for
a regional, national, or even international appeal. They may
be service providers or goods suppliers or a combination of
both. They aren’t necessarily brick-and-mortar
establishments; they may be purely online.
Grizzly’s clients in this category include restaurant chains,
hotel chains, hospital chains, franchise stores, service
centers, depots, fuel stations, entertainment and betting
affiliates, experiential providers, bandwidth or hosting
providers, web or graphic template providers, the fine arts,
and so forth.
These are the type of businesses that target very large
demographics due to the unisex and ageless nature of their
products, whether goods or services. Grizzly runs
campaigns that market products from classic to new, to a
suite of variants, to one that currently has a bonus or is
discounted.
Grizzly recognizes the importance of positioning in search
results to give the end-user a sense that the business is a
forerunner in its industry.
Search Optimization for Online Businesses
E-commerce has overtaken traditional brick-and-mortar in
our times. Some of the largest and most profitable
multinationals make their revenues solely online. Think of
Google, Microsoft, Oracle, TikTok, and the Facebook suite
29

that includes WhatsApp and Instagram. It is mainly as a
result of the high rates of penetration of mobile telephone
and access to the Internet even in developing countries that
online businesses have taken off.
The virtual world has become real, and the real world is
becoming obsolete. Grizzly New Marketing has been right
there strategically grabbing niches and regions for online
businesses, which then cater to their acquired customers by
delivering an online service or a physical product via
shipping.
Complacency is costly in this virtual world, where
established brands can still be ousted by new players who
offer the latest and greatest or even more, destructive to the
status quo, disruptive new products. Grizzly New
Marketing prides itself in keeping the bears ahead of the
wolf packs.
Capitalizing on their rapid growth, online businesses tend to
acquire more venture capital for expansion and
reinvestment, angling marketing-driven sales in an endless
growth cycle. Furthermore, they receive positive reviews
and word-of-mouth referrals from their base customers.
These lead to more searches, and guess who keeps them
ranked highly and organically on search engines?
Grizzly New Marketing has the know-how of placing
businesses on the first page of search results. They can
have their enticing link just below the Google Ads or even
in between them without having to resort to pay-per-click
tactics. However, when utilized as a part of a larger Grizzly
campaign, Google Ads have proven effective for certain
online businesses.
Grizzly’s Main Focus Areas in Marketing
Grizzly focuses on a business’s visibility, without which
there’s no basis for marketing. The agency puts businesses
in front of their target audience by asking who would be a
typical client, their demographic, their culture, their
aspirations, and what kind of relationship would they have
with the product/service.
Grizzly helps you find new client types too, increasing the
business’s market share by bringing in new business. It’s a
30

world of unified communications, from broadcast to print to
digital, and Grizzly knows how to reach the target audience
in this online jungle before the competition.
Grizzly also examines a business’ findability because there
is no greater frustration than for a client to spend so much
time locating a business whose brand is already well
known. Therefore addresses, branch locations, links,
contacts, business hours, affiliates, resellers, and pre-orders
are used to clearly define the sales funnel.
Of course, in the luxury business, there’s a need to maintain
some exclusivity but without losing out on potential
clientele, so Grizzly customizes luxury clients’ niche
findability without compromising on their exclusivity.
Then comes a business’s reputation, that precious fuel for
growth and longevity in its industry. Think of the
reputation of the Grizzly bear: formidable. That is what
Grizzly marketing seeks to impart from the end-user’s
perspective. Reputation is something that obviously grows
with time, and hence, Grizzly’s organic approach to
marketing as opposed to using pay-per-click advertising and
spamming methods builds a solid reputation base. As the
saying goes, reputation takes a lifestyle to build but an
instant to destroy.
The Manpower of Grizzly New Marketing
With over 180 staff with copywriters, developers, converse
specialists, graphic designers, bloggers, and link builders in
the mix, Grizzly’s team members are tasked with delivering
the following services that increase traffic to a website and
optimize the conversion of those visitors into customers:
Ÿ Organic content
Ÿ Paid Ads
Ÿ Link building
Ÿ Social media
Ÿ Website optimization
Ÿ Google analytics
Ÿ E-commerce
Grizzly New Marketing has been lauded as an exemplary
employer as well as a social entrepreneur that tackles child
labor in collaboration with Net4Kids, helping children go
back to school in India.
31

Ways to
ImproveYour
ROIThrough
GoogleAds
Every Google Ads user wants to increase their
conversions and reduce their spending. While
businesses are getting in line to boost their digital
marketing with Google Ads, most lag when it comes to
using the medium smartly. Google is more of a democratic
platform for advertisers rather than being just a smart
search engine. Based on the ads' performance, one can re-
strategize their campaign to gain maximum outcomes.
Every advertiser with Google Ads has the option to smartly
utilize their budgets. It also offers improvisation of current
ad campaigns by allowing users flexibility to edit their ads.
One can view the insights of the ad's performance and make
calls about whether to continue with the current ads or
reorganize them.
The digital medium empowers clients to do advertising
smartly to reach the target customers. Getting customers'
attention on these extensive platforms requires one to
wisely engage with both internal and external data. To
derive maximum returns on investment (ROI), smart
advertising is the need of the hour. Do you know that you
can enhance Google Ads' performance using smart tactics?
The article enlists five ways in which you can improve your
ROI on Google Ads.
Using a Remarketing List for Google Search Ads
Due to the existence of so many distractions on digital
devices and the internet, users easily get carried away all
the time from the websites. Then the question arises: how to
bring back these users' interest? The answer is using a
Remarketing List for Google Search Ads, or RLSA. The
feature allows advertisers to reconnect with the website's
past visitors, who can be turned into customers.
This feature allows advertisers to create ads, set bids, and
choose keywords while keeping in mind the target
customers who have visited the website in the past. RLSA
proves to be significant in improving ROI because it
provides businesses with a second chance to target the same
customer who might have been distracted earlier.
Digital distractions are common these days. In such a
situation, the RLSA feature could be utilized to creatively
re-target the prospective customer. The second time around,
bidding should be done with a little higher price and with
compelling keywords to attract customers' attention in
better ways than earlier.
Keyword Research and Insights
The competition for common keywords and phrases is
always high on Google Ads. The bidding rates for these
keywords are also high and keep on changing every time.
One can get into the race by utilizing the high amount, but
due to the competition, the budget might get spoiled for no
good reason.
On the other hand, advertisers can focus their efforts on
finding capable keywords with low competition. With the
different keyword research tools on the web, the same can
32

Optimization Hacks
33

be achieved. Also, various keyword combinations can be
tried to come up with unique search phrases that are most
relevant to your business.
Using Google Analytics, the effectiveness of these
keywords can be analyzed. It is better when one uses
keywords in ad descriptions and headlines. The non-
performing keywords should be put on pause. Analyze the
campaign well and capitalize on the top-performing
keywords; it would help businesses accomplish more
conversions.
Using Keyword Match Types
While creating ad campaigns on Google Ads, it is
recommended not to select the broad match keywords
option. The broad match option lets Google put the ads in
search results for keywords that are not even closely related
to the advertisers' business.
It is important to know which keywords to target, but it is
also equally important to know for which keywords the ads
should not be displayed. In Google Ads, a list of negative
keywords can be created to inform Google about keywords
for which the campaign ads should not be displayed.
Focusing on the exact match or the phrase match option
will be much more productive. Google's algorithms will
serve ads to only those who are searching using keywords
that are exactly related to business.
Improving the Quality Score
Whenever Google Ads displays PPC for any keyword, it
gives preferences to the two primary considerations. First to
the bidders who bid higher for the keywords, and second to
whichever ad has the best quality score.
The quality score could be improved by making the landing
pages of the ad most relevant to the keyword search query.
The other quality score-improving factors are expected
click-through rate (CTR) and keyword relevancy.
All of these factors are focused on giving a better
experience to the users. The quality score can be improved
by making the ads more relevant to the targeted keywords
and engaging landing pages. To view the quality score,
advertisers can add the "Quality Score" column to a Google
Ads report. A good quality score will ensure more clicks on
ads, directly impacting ROI generation.
Implementing Google Ads Extensions
One of the best features Google Ads offers is ad extensions.
It allows you to attach extra pieces of information to your
paid search ads. This feature can be used to make your ads
more compelling.
The ad extension can be used to attach links to a specific
section of the website and a live call button to contact the
businesses directly. Moreover, one can add the address,
phone numbers, and, last but not least, reviews to show the
credibility of the business.
Ad extensions can prove to be a very useful tool in
improving the ROI as one link or contact can make your ad
stand out from the other ads.
In Closing
Upon considering the above pointers for improving ROI, it
can be said that creativity and smart tactics play a crucial
role in advertising on Google Ads. The budget is important,
but one must apply research and creative strategies to
utilize the available budget wisely for maximum results.
The more you understand how to use Google analytics data
insights and flexibility options, the better you will be able to
build robust ad campaigns on Google Ads to increase
conversions.
- Vishal Golekar
34

nnovating is a required element of sustained success
Ifor any business. Adapting to changing consumer
demand allows a business to remain relevant as trends
change. Innovation also has risks, as executives and
businesses can "chase trends" that take their eye off the
business' core competencies.
Running a national gym chain, I often get asked about our
approach to innovation. Our basketball-focused fitness
clubs are recognized as the premier spot for basketball
enthusiasts, and our franchise program receives hundreds of
inquiries each month from individuals looking to open one
of our gyms in their community. This success can be
directly attributed to our track record of innovation.
Ten years ago, PickUp USA Fitness had one service
offering – PickUp basketball with referees for adults.
Today, our clubs still offer this original service that put us
on the map, but now we are a full-service, one-stop
basketball shop that also offers group basketball training,
private basketball training, tournaments, leagues, camps,
full fitness rooms, and much more. All these services are
available for youth and adults.
At some point, these services were just ideas. Now they are
fabrics of our business. How did we go from the idea phase
to implementing these core offerings? Each one involved a
very deliberate approach.
Before talking about our innovation approach, I want to
discuss the key players involved in these innovations – our
franchisees! I would love to take credit for bringing these
services to life, but the truth is that almost all our
innovation comes from our stores.
Innovating While
Staying True to the Brand's
Principles
About The Author
Jordan Meinster is the CEO and Founder of PickUp USA
Fitness. Jordan has a BA in Economics from Fort Lewis
College in Durango, CO, and an MBA from The
University of Southern California in Los Angeles. Jordan
started the first PickUp USA in Irwindale, CA in 2012 and
now oversees mul ple corporate loca ons as well as all
franchisor opera ons.
36

Jordan Meinster
CEO and Founder
PickUp USA
Fitness
37

Our franchise owners are in the mix every day running their
clubs and interacting with customers. Through these
interactions, ideas for new services arise. PickUp USA
franchisees are credited with almost every service that you
see on our current menu. We embrace a culture of
innovating and trying new things. If it works, great – we
add it to that club's menu, and sometimes roll it out
nationwide. If not, no problem – lessons were learned that
we can apply to future projects.
Allowing our franchise owners to be entrepreneurial and
creative is one reason that we have such high levels of
franchisee satisfaction. People that franchise with us get to
experiment with services at their club while tapping the
massive resources of the franchisor to ensure their pilot
projects have the best chance at success.
Back to our innovation approach. When a franchise owner
presents us with an idea, we put a lot of resources behind it
to help measure the potential economics of the initiative.
This includes financial modeling with our finance team, a
marketing analysis with our marketing team, and reviewing
how it will be implemented with our operations team. If,
after the initial analysis, the franchise owners feels like it is
a good fit for their club, we move to the pilot phase.
During the pilot phase, our corporate team works hand-in-
hand with the franchise owner to bring the program to life.
We create a marketing plan, an outreach plan, a suggested
staffing model, and an operations playbook. Just because it
is a pilot doesn't mean that the expectations for quality are
diminished. PickUp USA customers have high expectations
for our gyms, and we ensure that every service offered,
even pilots, is delivered in world-class fashion.
After the planning phase, which typically lasts 4-6 weeks,
we begin to market the pilot. This is where the horsepower
of the brand comes in. We market the pilot at the local
level, but we also put many of our national resources
behind it. This includes content creation from our in-house
marketing team and our Content Production Manager, as
well as promotion on our national social media feeds.
After a 3-4 week marketing push, the pilot launches. A
typical pilot lasts between 6-8 weeks. At the conclusion of
this period, we measure results. Did it meet the threshold
that the franchise owner initially established to add the pilot
as a permanent menu item? If yes, it gets added to the
menu. If not, are there adjustments that can be made to
improve the results. If yes, we make those revisions and
continue the pilot. If not, we discontinue the pilot.
This process is ongoing at PickUp USA clubs across the
country. Successful pilots are added as menu items at the
club that initiated the program, and some are rolled out
regionally and nationally. "Failed" pilots provide key data
points for us to use as we look at future innovations.
When speaking with our franchise owners, one of the main
types of feedback we get is that they love how they are able
to innovate. While PickUp USA is an established brand
that has been operating for over ten-years, we very much
embrace a "start-up" style culture that encourages
risk-taking and innovation. Opening a PickUp USA isn't
"our way or the highway." It's quite the opposite. When
you go through our training program prior to opening your
club, we're going to teach you ten years' worth of
knowledge that we've built and provide you with ten years'
worth of systems that we've developed. After you launch,
we want you to take what you've learned and go try new
things in your market.
With proven menu items, our club owners have the
foundation of a business with no guess work. This
foundation allows them to try new services.
With a deliberate approach to innovating, coupled with an
entrepreneurial culture, an organization can innovate while
staying true to the brand's principles.
38

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