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Guest Blog: Chad Peterman on Embracing Accountability

The Positive Force of Accountability

Accountability is often viewed through the lens of consequences and repercussions. However, it’s essential to recognize that accountability carries a positive force that extends beyond mere responsibility. In personal and professional spheres alike, fostering a culture of accountability can lead to improved relationships, increased productivity, and overall well-being. At Peterman Brothers, we believe that accountability can be a catalyst for positive change.

Building Trust Through Accountability

Accountability is the cornerstone of trust in any relationship or organization. When individuals hold themselves accountable for their actions and decisions, they demonstrate integrity and reliability. Trust is strengthened when people can depend on each other to fulfill their commitments, creating a positive and supportive environment.

Empowering Ownership of Success and Failure

Taking accountability empowers individuals to own their successes and failures. Instead of viewing challenges as insurmountable obstacles, accountable individuals see them as opportunities for growth. This mindset shift fosters a positive culture where people are motivated to take initiative, learn from experiences, and contribute proactively to achieving shared goals.

Fostering a Culture of Continuous Improvement

Embracing accountability encourages a commitment to continuous improvement. When individuals acknowledge their mistakes and take responsibility for their actions, it opens the door to learning and development. This cycle of reflection and improvement not only benefits the individual but also contributes to the overall enhancement of processes, systems, and organizational culture.

Promoting Collaboration and Teamwork

Organizations that prioritize accountability tend to cultivate a positive workplace culture. In such environments, open communication flourishes, and team members feel comfortable expressing their ideas and concerns. The collective commitment to accountability creates a sense of shared responsibility, promoting collaboration and teamwork.

Solution-Oriented Mindset: A Key to Success

Accountable individuals are more likely to approach challenges with a solution-oriented mindset. Rather than placing blame, they focus on identifying root causes and working collaboratively to find effective solutions. This proactive approach not only resolves issues more efficiently but also prevents recurring problems, contributing to a positive and forward-thinking atmosphere.

Harnessing the Transformative Power of Accountability

Accountability is a powerful force that, when embraced positively, can transform individuals, teams, and organizations. By fostering a culture of responsibility, trust, and continuous improvement, accountability becomes a driving factor for success. As we recognize the positive impact of accountability, let us strive to cultivate it in our personal and professional lives, creating environments where individuals thrive, and collective goals are achieved with resilience and integrity.

To learn more about Chad Peterman, visit his website. Also, tune into his weekly podcast, Can’t Stop The Growth, where he shares insights that will help you sharpen your leadership and impact all fronts of running your business and life.

Branded Local Services Ads: A Game-Changer for Home Service Brands

Google’s latest innovation in advertising, branded Local Services Ads (LSA) known as Direct Business Search, is set to revolutionize how brands connect with potential customers. This new ad type offers a direct pathway for brands to appear in search results when users specifically search for their business. Let’s explore what this means for home service companies and why digital marketing is a significant development.

Understanding Direct Business Search:

Direct Business Search ads automatically enroll brands, ensuring visibility when users search for their business name. This feature guarantees that your ad will be the only Local Service ad displayed in the search results, targeting potential customers already seeking your services. Notably, businesses are only charged for leads generated from new customers, providing a cost-effective way to reach a targeted audience.

Implications for Home Service Companies:

For home service companies, such as HVAC, plumbing, electrical, and roofing contractors, branded Local Services Ads offer a valuable opportunity to enhance brand visibility and attract qualified leads. By appearing prominently in search results when users specifically search for their business, home service brands can reinforce their presence in the local market and capitalize on high-intent leads.

Concerns and Reassurances:

While introducing Direct Business Search ads has raised concerns about potentially paying for leads that would have been obtained organically, Google has reassured advertisers. Existing customers clicking on Direct Business Search ads will not incur charges, ensuring businesses are only billed for leads from new customers. Additionally, Google has committed to providing an opt-out option for brands shortly, offering advertisers greater control over their advertising preferences.

Opting Out and Future Developments:

Brands seeking to opt out of Direct Business Search ads can adjust their settings in Google Ads. Although the opt-out feature may not be immediately available to all brands, Google assures that this choice will be accessible to everyone soon. As Direct Business Search ads evolve, Google is committed to providing advertisers with the necessary tools and information to make informed decisions about their advertising strategies.

Q&A with Google:

We recently reached out to the Google LSA team to obtain answers to some of the post-pressing questions:

Q: Does the business or Google ask if the customer is new/repeat?

A: Google will ask via a screening question once the number is dialed.

Q: What is the user experience like during the screening?

A: Users will hear an automated message asking if they are new customers (similar to a whisper message). If they are a current client, they can press 1; otherwise, they can stay on the line and be connected.

Q: How long does it take to connect to the business (dial, screening, connected)?

A: Very quickly. It’s a 3-4 second message, and users will be connected after pressing 1 or staying on the line.

Q: Is the CPL different for branded vs. service leads?

A: Still not confirmed if this will differ from service/install leads. LSA is following up on this.

Q: Can we report on the quantity of branded leads vs. service leads?

A: Still confirming an answer from LSA on how these leads will appear and if we can differentiate brand leads vs. service leads.

Q: Can we measure this feature’s impact against Organic Search traffic? Example: will we be able to see the number of branded impressions, clicks/calls for our branded LSA ads?

A: LSA is following up on this.

Q: What are the major benefits of branded search LSA ads?

A: Showing up at the top of the page without any competing LSA ads, combat against competitors who may have ads around your brand name or broad match campaigns with phrases in your brand name (ex, heating, cooling).

Q: Brand Search Query Accuracy – does the user need to put the exact brand name or only a portion of the brand name (ex, Frank Gay vs. Frank Gay Services Orlando)?

A: Still awaiting an answer on this from LSA.

Q: Which service type/location shows on branded terms when a business has separate accounts by service type?

A: LSA is following up on this. This was asked because of businesses with individual trade LSA accounts and specific budgets for each trade. Knowing which ad will populate will help with budget setting.

Conclusion:

The introduction of branded Local Service Ads through Direct Business Search represents a significant advancement in digital advertising for home service brands. By leveraging this innovative ad type, home service companies can strengthen their brand presence, attract new customers, and maximize their advertising ROI. As Google continues to refine and expand its advertising offerings, home service brands stand to benefit from enhanced visibility and targeted lead generation opportunities in the competitive digital landscape.

Read more about Direct Business Search from Google HERE.

Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!

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Enhancing Paid Search with Offline Conversion Integration

The Next Frontier in CAMP Digital’s Paid Search Strategy

Digital marketing lives in an era where every click and conversion counts, so how can businesses ensure they’re not missing a piece of the puzzle? Google Ads has shifted significantly from its inception, transitioning on an almost yearly basis from manual keyword bidding to using sophisticated machine learning bidding algorithms. These changes now allow automated bidding for impression share, maximize conversions, and, crucially, optimize return on ad spend (ROAS). Today, CAMP Digital has positioned itself as a leader in the next advancement of paid search in the home service market through the rollout of offline conversion integration (OCI).

Challenges in Implementing OCI for Home Service Businesses

OCI in the home service businesses has been difficult to achieve due to the multitude of variables involved with a transaction. For example, e-commerce stores can easily track and retarget consumers based on the products they have put in their carts and past purchase history on the site. Allowing for easily trackable transactions & straight forward ROAS bidding targeting. Conversely, the home service space involves the initial lead (i.e. phone call, lead form submission, online booking, etc.) from there the CSR team must book the lead into their CRM system, the tech must be dispatched, and finally the tech must sell the job and run it for revenue.

Tackling Custom Journey Tracking Challenges

Through a blend of technology and strategy CAMP Digital has tackled the unique customer journey tracking challenges. Allowing us a window in the full customer journey, starting with the click, and ending with the transaction. With these data points the CAMP search team is transforming our bidding strategy from one that drives customer interaction via phone calls and lead forms to optimizing for only bookable high ROAS leads.

Staying Ahead in Home Service Digital Marketing

In this shift toward bookable leads CAMP Digital will remain at the forefront of home service digital marketing. Allowing, for better leads, increased insight into the customers who convert on a customer-by-customer basis, and importantly even more granular revenue data points regarding a clients’ ad performance.  Through these innovations CAMP Digital will continue to set the gold standard in paid search performance for the home service industry.

At CAMP Digital, we are passionate about helping our clients succeed in the digital landscape. Our Google Premier Partner status is a testament to our dedication to excellence and unwavering commitment to delivering results-driven digital marketing solutions.

Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!

Don’t miss a thing – click here to sign up for our Digital Compass newsletter, your guide to navigating the digital landscape. Get invaluable digital marketing insights and industry updates delivered right to your inbox.