Theory Z Media Blog

Are Google Search Ads Dead? How AI Is Changing Search Behavior

Fri, 03 Apr 2026 16:25:54 GMT

Are Google Search Ads Dead? How AI Is Changing Search Behavior

Lately, we have been getting a version of the same question from clients: "Are Google Search Ads as effective as before, or are people just using AI now?" It is a valid question!

AI tools like ChatGPT have changed how people search. Instead of searching multiple questions in Google, users can ask one question and get a full answer instantly. Yes, that shift is impacting search behavior, but it does not mean Google Search ads are dead. It just means they are playing a different role than they used to.

What is Changing in Search

The biggest shift is happening at the top of the funnel. A lot of early research is no longer happening on Google. Searches like “best CRM for small business” or “how much does SEO cost”, are increasingly being answered inside AI tools before a user ever clicks into search results.

At the same time, Google is introducing AI-generated summaries directly in search results, which also reduce the need to click around multiple sites. This results in fewer low-intent, exploratory searches making it to Google.

What is Not Changing

High-intent searches are still there. When someone is ready to take action, they still go to Google and search things like “roofing company near me”, “schedule consultation”, or “pricing for [service]”. That behavior has not gone away.

In fact, Google has publicly stated that AI is leading users to search in more detailed, intent-driven ways, not less. So, it’s not that search demand is disappearing, it’s that the searches are shifting toward stronger intent.

So… Are Google Search Ads Dead?

Google Search Ads are not dead, but they are becoming more decision focused.

Instead of capturing users at every stage of research, Search campaigns are increasingly capturing users who already have context and are closer to taking action. The platform is not shrinking. It is becoming more concentrated around intent.

How Google Search Campaigns Are Adapting

Google is actively rebuilding Search campaigns around this shift.

The biggest example of this is AI Max for Search. Instead of relying on strict keyword matching, AI Max expands reach using broad match targeting, real-time query interpretation, and dynamic ad copy based on landing pages. Google describes this as a way to capture “new queries you weren’t accessing before” and reach users based on intent, not just keywords. It also learns from your existing keywords, ads, and URLs to match you to more relevant searches automatically.

In other words, Google is shifting Search campaigns from “match this keyword” to “understand this intent”. This lines up directly with how people are now searching.

Search Results Are Changing Too

It’s not just campaigns; Google is also changing what the search results page looks like.

AI-generated summaries, known as AI Overviews, are now appearing at the top of results and answering questions directly. Ads are not disappearing from these experiences; they are being integrated into them. Google has already begun placing ads within AI-driven search experiences when there is clear commercial intent. So even as search evolves, ads are still part of the experience.

Ads In AI Platforms

This is not just a Google problem or a Google opportunity.

AI platforms like ChatGPT are already exploring monetization models, including advertising and sponsored recommendations.

Google has even confirmed that advertising within AI-driven search experiences is a key focus, while carefully balancing user trust. The takeaway is simple… Advertising is not going away, but rather, expanding into new environments.

What This Means for Your Search Strategy

If you are running Google Search campaigns, the shift is not whether to use them, but how you use them. Search campaigns are becoming less about covering every possible keyword and more about capturing intent, feeding strong data into the system, and allowing AI to work.

Features like AI Max are designed to extend your reach beyond what manual keyword targeting could do, including finding entirely new search queries. Because of this, performance depends more on conversion tracking, landing page quality, and clear messaging.

What Does This Mean for You?

Google Search ads are not dead, search behavior is just getting shorter, faster, and more direct.

AI is removing some of the early-stage searching, but it is not removing intent, and where there is intent, Search campaigns still work. The difference now is that success comes from adapting to how people search today.

Need Help Navigating the Shift?

At Theory Z Media, we are helping clients adjust their Google Search strategies to match how people are searching today. From implementing AI Max to improving lead quality and tracking, we focus on what drives real results.

If you’re questioning whether your Search campaigns are still working, or just not working the way they used to, let’s talk! Email us at info@theoryzmedia.com, call us at 651-335-7093 or fill out our website contact form.

Sources

Google. “AI Max for Search Campaigns.” Google Ads & Commerce Blog, 2025, https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/ .
Google. “AI in Search and Brand Discovery.” Google Ads & Commerce Blog, 2025, https://blog.google/products/ads-commerce/ .
Google. “Getting Started with AI Max for Search Campaigns.” Google Ads Help, 2025, https://developers.google.com/google-ads/api/docs/campaigns/ai-max-for-search-campaigns/getting-started .
The Verge. “Google’s AI Overview Ads Launch.” The Verge, 3 Oct. 2024, https://www.theverge.com/2024/10/3/24260637/googles-ai-overview-ads-launch .
Business Insider. “Google VP Says Ads Aren’t Coming to Gemini Yet.” Business Insider, 1 Jan. 2026, https://www.businessinsider.com/google-vp-says-ads-arent-coming-to-gemini-yet-why-2026-1 .
Southern, Matt G. “OpenAI Begins Testing Ads in ChatGPT for Free and Go Users.” Search Engine Journal, 9 Feb. 2026, https://www.searchenginejournal.com/openai-begins-testing-ads-in-chatgpt-for-free-and-go-users/566869/ .

Google Marketing Live 2025: What It Means for Your Business

emelody.rev77@gmail.com (Eliana Melody) — Thu, 19 Jun 2025 16:30:36 GMT

Google Marketing Live 2025: What It Means for Your Business

At Theory Z Media, we believe staying ahead means understanding where the industry is going and Google Marketing Live 2025 gave us a clear look at how the future of marketing is unfolding. This year's event focused on how brands can succeed by combining AI, content, and real-time customer engagement across Google and YouTube.

Here are five key takeaways and their implications for your Google Ads strategy.

5. AI Needs the Right Fuel

AI is only as good as the content and data it runs on. Google’s Asset Studio and Merchant Center help you create strong ads faster while showing you exactly what’s driving performance. Great creative and quality data are the fuel that helps your campaigns scale, optimize, and succeed.

Why This Matters for Your Brand

Google Marketing Live 2025 made one thing clear, the future of marketing belongs to brands that can adapt quickly, think strategically, and use technology to stay connected with their customers in real time.

At Theory Z Media, we are committed to helping you navigate these changes and leverage the new tools and features to enhance your Google Ad campaigns. From strategy to execution, we combine creativity, analytics, and innovation to drive results that matter.

Wondering how to put these insights to work for your business? Email us at info@theoryzmedia.com, call us at 651-335-7093 or fill out our website contact form.

Interested in learning more about the new Google Marketing Live 2025 tools and updates? Read more:

https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/#introduction
https://business.google.com/us/accelerate/announcements/
https://blog.google/products/ads-commerce/new-tools-brands-youtube-creators/
https://blog.google/products/ads-commerce/google-search-ai-brand-discovery/
https://blog.google/products/ads-commerce/marketers-data-strategy-app-management/
https://blog.google/products/ads-commerce/channel-performance-reporting-coming-to-performance-max/
https://blog.google/products/ads-commerce/google-ai-ad-campaign-measurement-update/
https://blog.google/products/ads-commerce/smart-bidding-exploration-ai/
https://blog.google/products/ads-commerce/google-ai-ads-creative/
https://blog.google/products/ads-commerce/ai-agents-marketing-advisor/
https://blog.google/products/ads-commerce/channel-performance-reporting-coming-to-performance-max/

Sources:

“Google Media Live 2025: Top Takeaways.” Google, May 2025.

How Do I Grow Business Over The Holidays? Check Out These 4 Effective Strategies For Accelerating Your 2024 Business Results with Holiday Advertising!

Tue, 26 Nov 2024 19:09:00 GMT

With the holiday season right around the corner, now is the time to make your connections count!

In this article we will cover strategies to boost Google advertising on YouTube, PerformanceMax, Shopping, and Omnichannel ads.

How To Stand Out in A Crowded Retail Space with YouTube

Diversify your ads by creating different length of videos (60 second, fifteen second, thirty second) and sizes (vertical, square, horizontal). Make sure to have at least 1 of each!
Push for lower-funnel interactions with remarketing lists to retarget users who have previously engaged with your content.
Prepare your digital storefront for all the holiday traffic by attaching product feeds and use custom labels.
Build a full-funnel customer journey plan that builds consideration and captures demand.
Get your campaigns ready now and test them prior to launch to avoid any technical difficulties. Continue optimization throughout the holiday season to keep your campaigns in best shape!

How To Maximize Campaigns with Performance Max

2. Pair broad match keywords with a Smart Bidding strategy for effective and real-time signals to set the right bid for each query.

How To Increase Purchases with Shopping Feed

Maintain and optimize product data. Make sure your product data is robust and accurate, optimize product titles and descriptions with relevant keywords, use high-quality images, and utilize additional feed attributes.
Enable annotations to show the most valuable information on your product and differentiate your product from others.
Drive in-store traffic with local promotions, various pick-up options, and enable Pick Up Later for out-of-stock inventory. Make sure your google business profile is up to date with holiday hours too!
Verify that you stay compliant with Merchant Center Policies, so you do not have an unexpected stop to your campaigns during peak advertising hours.

How To Make Every Connection Possible with Omnichannel

Activate Omni bidding and formats in through October-December to maximize visibility and showing up for what the shopper prefers.
Enable first party customer data to capture your most valuable customers and consider uploading purchase data to potentially bid to store sales.
Use PerformanceMax, YouTube, and App campaigns to capture audiences from all digital platforms.
Retarget new audiences to keep your product top of mind and build long term relationships during and after the holiday season.
Optimize conversions with Google Ad’s Conversion Value Rules to prioritize the most profitable user segments.

Now that you have learned some of the best practices to boosting your 2024 holiday advertising, it’s time to get started!

If you have any questions please don’t hesitate to reach out to us. Email us at info@theoryzmedia.com , call us at 651-335-7093 or fill out our website contact form .

Sources:

“Google Ads Academy: Holiday 2024 Best Practices.” Google Academy, Sept. 2024.

Google Ads Academy: Holiday 2024 Best Practices , Google, Sept. 2024, adsonair.withgoogle.com/events/retail-holiday-2024/watch?talk=retail-holiday-2024 .

Google Local Services Ads: Pay for Leads Instead of Clicks

Fri, 15 Nov 2024 00:58:46 GMT

Google Local Services Ads: Pay for Leads Instead of Clicks

If you are in one of these business categories, you can start generating more local leads right now by using the Google Local Services Advertising program (Updated 11/15):

Roofers
HVAC and Plumbing Contractors
Garage Door Companies
Auto Service Technicians
Pet Care Providers
Tree Service Providers
Window Service Providers
Lawn Care Providers
Electricians
Locksmiths
Appliance Repair
Auto Body Shops
Bathroom Remodeling
Carpet Cleaning Companies
Drain Experts
Fencing Companies
Funeral Services
Garage Door Companies
General Contracting
Home Inspection Services
Home Insulation Companies
Home Security Services
Home Theater Services
House Cleaning Services
Insurance Agencies
Interior Design Companies
Junk Removal Companies
Kitchen Remodeling
Landscaping Companies
Lawyers
Moving Comapnies
Occupational Therapists
Physical Therapists
Pest Control Companies
Pool Cleaning Services
Pool Contractors
Solar Energy Contractors
Water Damage Services

What Are Local Services Ads by Google?

With Local Services Ads by Google, you’ll have the ability to advertise your business on Google and receive leads directly from potential customers in your local market. These leads come in as phone calls and messages sent through your Local Services Ad. To manage your success, you’ll be able to track calls, form fills, job bookings, as well as several other options in your online dashboard and through the Google Local Services App on your phone.

By becoming approved to take part in the Local Services by Google, you’ll also be eligible to use the Google Guaranteed Badge (green check mark), have access to an enhanced business profile page and be able to prominently feature your customer reviews. All of this will make your business much more relevant online, since Google often chooses to show these ads first at the top of the page.

How much does this cost?

The best part of these ads? You only pay for leads related to your business and the services you offer!

The actual cost per lead varies depending on the type of lead, your location, and the type of job needed. You only pay if you receive a message or phone call through the Google Local Services App or online dashboard. Google My Business Product Expert, Joy Hawkins, said last week at the Local U digital event that she has found Local Services Ads to be 50% cheaper cost-per-lead than traditional Google Ads!

Another benefit is if one of your leads isn’t legitimate, you can dispute it with Google and likely get your money back.

The other nice thing about the payment setup is that you’ll never exceed your monthly maximum budget. If for whatever reason you get leads that exceed your monthly budget, the money will be credited back to you.

Your cost is easy to manage. You can set a weekly budget based on the number of leads you want to receive, and you can always track your progress in the app by viewing your payment and charge history.

How Does the Ranking Process Work on Google Local Service Ads?

Let’s say for example there are 3 Local Service ads showing for “Roofing St. Paul”, and there are 40 Roofing companies using the service. How does Google’s ranking process work for local services ads?

Based on our research there are 3 main factors:

Budget – You will have an advantage if you have a larger budget than your competition because once the daily budget is used, the ad no longer shows that day. Because it’s a cost per lead system, you should feel comfortable being aggressive with your monthly budget as long as you can handle the amount of qualified leads coming in.
Location Proximity – How close you are or your service area is to the area of the person searching on Google.
Reviews – How many reviews do you have compared to your competition in Local Services Ads?

Understanding the Google Guarantee

The Google Guarantee protects the consumer when they hire a Google Guaranteed business. They will see the Google Guarantee icon next to covered providers. The consumer can then contact the business directly through the listed tracking number.

When the searcher uses audio search (such as Google Assistant or Google Home) to find a service, you will hear confirmation that the business is Google Guaranteed. When they call the business from their device, they’re protected by the Google Guarantee.

Services must be booked through Google Local Services. If they contact the business in any other way (such as another phone number or their website they are not protected by the Google Guarantee).

How Do I Get Started?

Contact us and we will walk you through the entire approval process. Once you are approved as a Google Guaranteed Business , we will begin running your Google Local Services Ads. You can reach us directly at (651) 335-7093 or by email at info@theoryzmedia.com . Connect with us on Facebook at Theory Z Media Facebook

GA4 Basics Blog Series: How to Setup Google Analytics 4

nsiebenaler@theoryzmedia.com (Natalie Siebenaler) — Fri, 10 Nov 2023 20:50:10 GMT

GA4 Basics Blog Series: How to Setup Google Analytics 4

Change is hard. Our brains simply do not like change. But change can be good and that is the optimism we need when becoming proficient in Google Analytics 4(GA4). Yes, GA4 brings many changes compared to Universal Analytics(GA3), however, let’s look at it as an opportunity to learn and grow, rather than focus on the negatives. So with an open and optimistic mindset, let’s walk through how to set up your GA4 account properly!

How to Create a GA4 Property:

How to Create a GA4 Data Stream:

How to Install GA4:

A pop-up window appears after you clicked “Create Stream” with two options for Installation Instructions which include “Install with a Website Builder or CMS” or “Install Manually”. Look at both options and determine which is easiest for you or your development team. Keep in mind that you can choose a different plugin (Site Kit, SquareSpace, etc) other than the option automatically provided for “Install with a CMS”. We prefer to install the code via our Google Tag Manager account so below is a walk through of how to do this.

How to Install GA4 with Google Tag Manager:

Google Analytics 4:

Click Into Admin section
Click Data Streams (under Data Collection and Modification)
Click into the stream you want installed
Copy the Measurement ID (highlighted below) **Make sure you’re using Measurement ID, not Stream ID: 10-digit, alphanumeric, starts with G-

Google Tag Manager:

Click into Tags section
Select “New” button
Label Tag Example “GA4 Configuration Tag”
Click into Tag Configuration
Click Google Analytics, then click “Google Tag”
Under Tag ID paste your GA4 Measurement ID e.g. G-X8L43VBE2X
Click Configuration Settings, then click Add Parameter
Enter the following: Configuration Parameter: send_page_view | Value: true
Click into Triggering, Add “All Pages” trigger
Save & Publish! Should look like this:

How to Optimize GA4 Data Settings

Data Collection:

Google Signals: Turn on for ad personalization, turn off for less sampling/thresholding
*If turned on, a Privacy Policy page must be live on the website and include these requirements in order to follow Google Policy.
Instructions:
Click into Admin section(bottom left corner)
Click Data Collection (under Data Collection and Modification Section)
Turn each section on or leave off, choose to acknowledge the User Data Collection Acknowledgement

Data Retention:

Customize the event data retention period here, meaning when GA4 can remove extra details on your events (called event parameters) that are saved with events. We recommend changing this to 14 months.
Instructions:
Click into Admin section(bottom left corner)
Click Data Retention (under Data Collection and Modification Section)
Select 14 Months option
Save

Data Filters

Create internal traffic filters to exclude website traffic from employees, vendors and more.
Instructions:
Step 1 Data Streams Section:
Click Data Streams (under Data Collection and Modification Section)
Click into the Data Stream you want modified
Select Configure Tag Settings
Select Define Internal Traffic
Click Create Button
Add a filter name such as Minnesota Office IP
In the Value section, paste your IP address (If you don’t know your IP you can Google in a separate window “What is my IP” and get this here)
Click Create
Step 2 Data Filters Section:
Go back to main Admin section
Click Data Filters (under Data Collection and Modification Section)
Click into the filter created by default here titled “Internal Traffic”
Note: This is setup to exclude anything with a traffic type parameter that is internal which is why step 1 was needed.
Keep traffic_type parameter as internal
Recommend Filter state to stay at Testing until you’re sure you’re capturing traffic correctly. Once this is set to Active that data is gone and you cannot get it back.
Save

Configure Your Domains

If you’re using this GA4 property in more than one domain you will need to configure the Cross Domain Settings. With this setting we are basically telling GA4 that it’s okay to collect data from two or more separate domains.
Instructions:
Click Data Streams (under Data Collection and Modification Section)
Click into the Data Stream you want modified
Select “Configure Tag Settings”
Select “Configure Your Domains”
Keep Match type at “Contains”
Domain section - type in any domain that is okay for cross-domain measurement
Save

List Unwanted Referrals

Identify any third party sites you may have that you do not want listed as referral traffic such as payment gateways, appointment sites, etc.
Instructions:
Click Data Streams (under Data Collection and Modification Section)
Click into the Data Stream you want modified
Select “Configure Tag Settings”
Select “List Unwanted Referrals”
Keep Match type at “Referral domain contains”
Enter website in Domain section e.g. paypal.com
Select Add Condition to add more websites
Save

Adjust Session Timeout

Adjust how long it takes before sessions expire due to inactivity or become engaged sessions. Default is set to 30 minutes though you can go up to 7 hours and 55 minutes. This is optional and completely up to what makes sense for your business.
Instructions:
Click Data Streams (under Data Collection and Modification Section)
Click into the Data Stream you want modified
Select “Configure Tag Settings”
Select “Adjust Session Timeout”
Change time or leave as is
Save

How to Define Audiences in GA4

GA4 Integrations & Product Links

There are many Product Link options to connect to your GA4 including Google Ads, BigQuery, Merchant Center, Google Play, Search Console and more. We strongly recommend that you link all available products to the account as this will give you more insight and reporting for your overall business. Connecting the accounts is done under Admin > Property Settings > Product Links.

One big piece missing from this guide is how to set up events and conversions. GA4 is all about events and getting them right is important. That is why we plan to dedicate a separate article covering this in full detail which will launch next week. Stay tuned!

You now have the basics down for setting up your GA4 property properly and I hope you stayed optimistic throughout the process. Remember that change can be a good thing! If you have any questions please don’t hesitate to reach out to us. Email us at info@theoryzmedia.com , call us at 651-335-7093 or fill out our website contact form .

GA4 Basics Blog Series: What Is GA4 & How Does It Work

nsiebenaler@theoryzmedia.com (Natalie Siebenaler) — Mon, 06 Nov 2023 18:29:23 GMT

GA4 Basics Blog Series: What Is GA4 & How Does It Work

If you’re like me, you are currently searching for GA4 answers and want them quick. Unfortunately there’s not much free information out there right now, so I’m starting this GA4 Basics Blog Series to share what I’ve learned. This first article is a tutorial of Google Analytics 4 that covers what it is, how it works and a review of the reports.

What is Google Analytics 4 (GA4)?

Google Analytics 4 is a new analytics tool that took over Universal Analytics (GA3) and officially launched in mid-October 2020. However, most of us didn’t make the switch until we had to - July 1, 2023. Google’s answer is that GA4 is a cross-platform analytics tool that allows users to track site visitors and monitor key user behavior metrics. GA4 can measure traffic and engagement across websites and apps. It can also provide insights into audience behavior, such as engagement, monetization, and retention.

What’s The Difference between GA3 and GA4? Everything.

Why did Google do this to marketers who have known and loved GA3 for so many years? Privacy concerns.

GA3 VS GA4 Data Comparison

GA3 and GA4 use different data models so they collect data differently. So we can’t really compare the two, because the numbers mean different things.

The GA4 data model is event-based, whereas GA3’s data model was based on sessions. Events measure user interactions that occur on your website or app, such as a form submission, clicking a button, loading a page and more. This means that we started from scratch when we switched from GA3 to GA4 as we could not bring over data from Universal Analytics.

Tips:

Strongly recommend (if you have not done so already) to download historical GA3 reports before they are forever gone in 2024.
Create custom event parameters in GA4 to make your data more meaningful.

To give a little more insight here, when we compared GA4 to GA3 data for our clients, we found that Users and Sessions are slightly off - GA4 numbers are slightly higher.

Google Analytics 4 Tutorial

Home

A few of the high-level reports are shown here, though Reports Snapshot is a better section to look at as it has a lot more detailed reports.

Reports include:

Users, New Users, Event Count and Conversions trending over time (can customize your dates)
Realtime report on Users in the last 30 minutes
Recently Accessed Reports Review
Suggested for You Reports - Examples can include User Locations, Views by Page Title & more
Some Insights that are automatically generated using Machine Learning & Account Connections

Search Bar: New and improved from Universal Analytics and basically helps you easily find any report in GA4. Another new option is to Ask Questions to be answered by Intelligence.

Analytics Intelligence is a set of features that uses machine learning and conditions (you configure) to help you understand and act on your data such as custom events. Look to suggestions to see examples.

Reports Snapshot:

Many widgets/cards showing you highlights of all reports in GA4 such as users/engagement overtime, users by channel, sessions by channel, etc.
Option to customize the cards here which is great. Example: Segment the entire report to a specific audience - so we can just see Google CPC data here.
Some key new reports are: Retention and Traffic by Page Title.

Realtime Report: New and improved from GA3. Just a lot more reports/data here than there was before like Users by Source, Audience, etc. (We typically only use this report to test if event and conversion tracking is working.)

Life Cycle Reports:

Acquisition: Helps you identify where your website traffic comes from. Can look to separate reports for specific user data and website session data.

Keep in mind:

User acquisition: This only shows the very first traffic source each visitor to the website had. So if a user had their first visit from Social and came the next week from Organic, it only will show as Social since that’s their first touch.
Traffic acquisition: Similar situation. Only shows the very first traffic source of each session. If a user has multiple traffic sources within a single session it doesn't show them all (only first one). GA4 solved a UA problem of where new traffic sources (during the same session) would end a current visit and start a new separate visit - GA4 no longer splits sessions but it causes this challenge where it only reports the first traffic source of the entire session. So when doing traffic source reports, the traffic acquisition report will always be missing some traffic sources from sessions with two or more different traffic sources within the same session. View Source

Engagement: This was the Behavior section in GA3. How much time users are spending on site, events completed, conversions completed, etc. We have new and exciting metrics for engagement in GA4 including average engagement time, engaged sessions per user, average engagement time per session, etc. Have questions for what certain metrics mean? Just hover your mouse over the “?” buttons and GA will tell you the definition.

Events: Some are automatically collected, some are custom that you setup via GA or GTM.
Conversions: You must mark important events as conversions in the account for data to show here which is similar to Goals in your GA3 account.

Monetization: New term for Ecommerce Reports. There are lots of report options here with overview, purchases, purchase journey (our favorite), checkout journey, in-app purchases, publisher ads and promotions.

Users:

Demographics: Overview brings together all of the separate demo reports that you saw in Universal Analytics into one big report.

Detailed Demo Reports: Table report to focus on any one of the different demographic dimensions.

* Data threshold can be applied here to prevent anyone viewing a report from inferring the identity of individual users based on demographics, interests, or other signals. Data thresholds are system defined. You cannot adjust them.*

Tech:

Similar to the Demo section, all of the separate reports from Universal are in one big report here. Where you can see platform data, devices, etc.

A new and interesting report is Users by Screen Resolution, so you can see the typical size of screens users are using when viewing your website.

Library: Where to look for unique reports and where you can create custom reports.

Explore: Used to only be available to Universal Analytics 360 Users - now available to all. Custom reports, templates, and funnels to explore data in more detail. Example is Funnel Exploration: Where you can see a user’s journey to complete a conversion - you just need to update the steps and can save Custom Report Funnel.

Advertising: Pulls data from Google Ads campaigns when you connect the accounts. Here you can identify key moments in your customers’ purchase journeys using conversion paths and model comparison reports. Conversion Path Preview Below.

Tip:

Create audiences (replacing segments from GA3) to group users based on defined characteristics, past behaviors or predicted future behavior. You can apply these audiences across GA4 reports and Google Ads. Once enough data is collected you can configure your campaigns to act on GA4 data.

GA4 Helpful Definitions:

Views vs. Sessions: A pageview is when a page on your website is visited by a user. A session is a collection of pageviews by a user.
User Stickiness: The ratios compare engagement by active users over a narrower time frame with their engagement over a broader time frame. The ratios can help you understand how well you retain users over time — higher ratios suggest good engagement and user retention.
Engaged Sessions: The number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views.
User Engagement: Shows the time that your app screen or web page was in focus. When your site or app is running but no page or screen is displayed, Analytics doesn't collect the metric.

That’s it for now! Expect a video tutorial of GA4 from us soon. Our next articles will cover how to setup GA4 events and conversions, how to setup and customize GA4 and more. Please contact us at info@theoryzmedia.com if you have any questions or would like to schedule a full GA4 tutorial with our team.

Stay up-to-date with GA4 Releases Here

Watch Google Analytics 4 Video Tutorials Here

Tips To Boost Your Google Business Profile On Search Results

nsiebenaler@theoryzmedia.com (Natalie Siebenaler) — Fri, 27 Jan 2023 15:17:02 GMT

Tips To Boost Your Google Business Profile On Search Results

10 Tips to Boost your Google Business Profile Visibility

Enter Complete Data. Businesses with complete and accurate information are easier to match with the right searches. Fill out your profile information as much as possible i.e., categories, description, opening date, phone number, website, COVID-19 info, menus, service area, location (ensure pin is correct), hours, services, amenities, holiday hours, upload photos and more. *Make sure to keep your information up to date as business changes.
Verify Your Locations. Business locations are more likely to show in local search results across Google products like Maps and Search when verified. Additionally, owning the profile allows you to control what information shows here, accept or decline profile suggestions and respond to reviews.
Target High Search Volume Keywords Throughout the Content. Conduct keyword research via Google Ads Keyword Planner to determine high search volume keywords to target, or contact us for help. Include keywords plus local terms such as Minnesota (1-3 times) in areas such as description, blog posts, photo captions, etc.
Post Blogs Often. Share blog posts, news articles, product updates, and business updates here as often as you post to Facebook, Instagram, Twitter, etc. This is your main opportunity to boost visibility for non-branded terms. Google rewards relevant and fresh content.
Encourage and Respond to Reviews. Google review count and review score factor into local search ranking. When you reply to reviews (good and bad), it shows that you value your customers and their feedback. High-quality positive reviews can improve your business visibility.
Add Photos and Videos. This includes profile, cover and general business photos. Showcase your business and products through high quality imagery that gives a real feel for what customers should expect. If you have video, make sure to add that here too! Optimize file names and captions for high search volume keywords where possible.
Add Questions and Answers. Google wants users to stay on Google so encouraging this engagement should be beneficial. The more relevant content you can add to the profile the better. Add engaging questions and answers that target high search volume keywords to boost visibility plus customer satisfaction.
Build Prominence with Websites, Articles, Directories and More. Well-known brands are likely to be prominent in local search results. However, prominence can be built on Google by ensuring key local listings like Facebook, Yelp, Foursquare, Bing Maps, etc. have profiles fully completed and name, address and phone number match the Google profile and website.
Do Not Set and Forget. Check the profile content often and ensure details are up to date such as hours. Respond to reviews, accept or decline profile suggested changes, post blogs, etc.
Contact Google or Theory Z Media for Support. We’re here to help! Email us at info@theoryzmedia.com or call us at 651-335-7093 . Contact Google Business Profile Support Here

Google Local Services Ads FAQ's: How Local Service Ads Fit with Google Ads

Fri, 01 Jan 2021 00:49:12 GMT

Google Local Services Ads FAQ's: How Local Service Ads Fit with Google Ads

Can a business do Google Ads and Google Local Services ads at the same time?

Yes. A local business does not have to pick one or the other. Both ad formats typically show in search results at the same time. By doing both, businesses can show in Local Services Ads, Google Ads, Google My Business, and Organically all on the first page of search engine results.

Can I control which keywords I target in Local Services Ads?

No. There are job types that Google has determined for each business category. You simply select the various job types and specify your service area. You are not limited to how many areas you can choose to serve. Google determines which keywords are relevant for those job types and your ad will appear based upon the service areas and job types selected. You cannot pick keywords you want your ad to show for, and you cannot add negative keywords to prevent your ad for showing for keywords you do not want to target. By selecting job types instead of picking keywords and adding negative keywords, you will show up for searches directly related to the services you offer. Additionally, if you receive a lead for a job type that you haven’t selected you can dispute that lead and Google will not charge you for it.

Do I still need to run Google Search Ads once I start Google Local Services Ads?

Yes. This will vary depending on several factors, including: competition, budget and the amount of leads you want. From our experience in different verticals, Local Services Ads is absolutely not a replacement for Google Ads in terms of lead quantity. Even when prioritizing the budget to LSA first over Google Ads (which is recommended because it’s cost per lead instead of cost per click), we have seen some businesses only get a fraction of the leads compared to what they can get in Google Ads. In some cases, we have seen LSA make up only 25%-35% of overall leads that came from Google Ads. We’ve also seen a budget increase was necessary for LSA, specifically in the second half of 2020.

The goal is to maximize your LSA spend monthly, since it will likely be the lowest cost per lead of any advertising you do. Since Google will break your monthly budget down to a weekly spend cap, it’s best to test budget increases early on to see what the monthly max might be. For qualified, competitive business categories we’re seeing typical budgets in the $1,000-$2,000/month range. It also doesn’t hurt to set a higher budget early on because you won’t be charged for any unspent money. This will allow your business to see how many qualified leads Google is sending you on average per month.

Can’t I just stick with Google Ads only?

Yes. However, there are several reasons why a business should be in LSA if it’s available to them:

The LSA ad unit shows up at the very top of the first Google Search Results page and subsequent pages.
The cost per lead is very good. (Typically around half the CPL of Google Ads.)
It doesn’t cost anything to join. You only pay for the leads.
All calls from your Local Services Ads are recorded, and you can listen to them in the Local Services dashboard. If you’re a business owner that hasn’t ever listened to how your staff is handling calls, this is a great opportunity to find out. This can help you increase your closing percentage and improve your customer service.
You can dispute invalid leads, and potentially get credited for the charge incurred for that lead.
You can pause your ad at any time. When your ad is paused, the “Google Guarantee” badge is no longer present on your listing, and you will not be charged for leads. Your placement in the Local Services ad unit will drop below any paid listings but will still show up.

How Do I Get Started?

Are you wasting money with your marketing plan?

Tue, 21 Apr 2020 03:47:03 GMT

Are you wasting money with your marketing plan?

“Do I have the right mediums in my marketing strategy.” This is a question that comes up in almost every marketing meeting.

This is because marketing your business used to be easier than today. You would meet with your radio person, TV person, newspaper person, and generally hit your budget every year. Then digital came around and changed everything. I am someone who believes that all marketing works, it’s just a question of how effective and cost-efficient every medium can be.

So, to answer the question about the right marketing mix, I recommend reviewing the following:

1. Learn and know your customer.

Put yourself in the shoes of your customers (either B2B or B2C). Who is making the purchase decision (age, gender, job title, etc.)? What steps would they go through in their research process (searching Google, checking reviews, calling competition)? How long would it take them to make a purchase decision? Typically, the bigger the ticket price, the longer the decision-making process takes. Buying a bag of chips takes less time and consideration than buying a car. Knowing these details will help you determine how many touch points you should have with your perspective customer.

2. Finding a good balance is key.

How many of your marketing mediums are purposed for branding/awareness, and how many are purposed to generate leads? Do you have too many of your marketing dollars higher up the purchase funnel in branding mediums, and your lead numbers are flat or low? Do you have too many marketing dollars trying to capture leads, and not enough people know to search for your brand directly? In both cases, you are missing the opportunity to realize your true growth potential. Marketing mediums can serve the same purpose, but one is most likely costing you more to talk to that same person.

3. Cut the least cost-efficient marketing mediums.

Despite what some of your reps will tell you, there are ways to compare the cost-efficiency of your media spends. There are smarter, better ways to reach that same person. Like anything else in business, effective marketing is about lowering customer acquisition costs. If it cost you $10 to talk to your target customer in one medium, and $50 to talk to that same person in another medium, you would choose the $10 medium every day, right? Marketing can actually be this easy.

4. Use Google Analytics and other data to hold your marketing accountable.

I hear it all the time, “I know some of my marketing campaigns are working, I just don’t know which ones”. As a business owner, you don’t have the time to evaluate everything you are doing on a weekly, monthly, or even yearly standpoint. It is up to your reps and vendors to educate you on what is working and not working. This is where you can use Google Analytics, Call Tracking, and other campaign metrics to quickly and effectively know what is driving your revenue.

These were four quick steps that you can take to make sure your marketing is working smarter, and not harder.

If you would like a professional to help walk you through these steps, don’t hesitate to reach out to us at Theory Z Media for a FREE Marketing Consultation .

You can reach us at 701-739-0618 and mberg@theoryzmedia.com .

What is Over the Top/CTV Advertising and What Should You Know?

Fri, 30 Aug 2019 19:14:13 GMT

What is Over the Top/CTV Advertising and What Should You Know?

Over the Top (also known as OTT) is the Federal communications commissions (FCC) designation for over-the-top of cable. Connected TV (CTV) is also becoming a popular term for Over the Top advertising. Simply put, this is ad supported streaming content where you can place your commercials on an internet connected device into the top shows and networks. The group of devices commonly classified as OTT/CTV include:

Streaming boxes ( Apple TV , Amazon Fire TV, Android TV)
HDMI sticks (Chromecast, Roku , Amazon Fire TV Stick)
Smart TV (through in-TV apps like Netflix, Crackle , Sling TV , or HBO Go )
Game consoles ( Playstation Vue )
Internet-enabled smart blu-ray/DVD players

OTT advertising is similar to advertising on broadcast or cable television but it is delivered through streaming media on OTT devices. Also, many of the commercials are un-skippable which is attractive to advertisers. You’re reaching your target audience in your target area in the top shows and movies without your target consumer being able to bypass your advertising message.

One of the best parts about Over the Top advertising is that the cost is only around $0.04 per targeted commercial!

Therefore, this medium can be a smarter, better, and cheaper way to reach your audience than traditional marketing mediums like TV, Print, Radio, and Outdoor.

The key performance indicator that is most important for your OTT ad buy is view to completion rate (VCR%). This is a sign of premium placements within premium content.

There is still a perception amongst advertisers and agencies that the OTT Ad buying process is very complex and can be confusing. While that is partially true still in 2019, below are some questions you should ask before deciding who to work with.
1. What networks will my ads show on?
2. What are your average completion rates?
3. If we do advanced targeting, are you using a different platform to run those ads? If so, what networks will show up in my weekly/monthly reports?
4. What are my CPM options and what do we get at each level?
5. Is there a price break if I buy direct or go through my AOR?
6. Is Hulu included in your OTT offering?
7. Do you report where every impression runs?
8. Will you provide pacing updates throughout the campaign?
9. Do you provide dashboard access to your clients?
10. Are you utilizing viewer attribution modeling?

Now, how do you buy Over the Top Advertising for your business? We are here to help !

Email us at lmatthews@theoryzmedia.com or call (651) 335-7093. You can also always reach out to us here: Contact Us

Theory Z Media Blog

Are Google Search Ads Dead? How AI Is Changing Search Behavior

Are Google Search Ads Dead? How AI Is Changing Search Behavior

Lately, we have been getting a version of the same question from clients: "Are Google Search Ads as effective as before, or are people just using AI now?" It is a valid question!

Google Marketing Live 2025: What It Means for Your Business

Google Marketing Live 2025: What It Means for Your Business

How Do I Grow Business Over The Holidays? Check Out These 4 Effective Strategies For Accelerating Your 2024 Business Results with Holiday Advertising!

With the holiday season right around the corner, now is the time to make your connections count!

In this article we will cover strategies to boost Google advertising on YouTube, PerformanceMax, Shopping, and Omnichannel ads.

Google Local Services Ads: Pay for Leads Instead of Clicks

Google Local Services Ads: Pay for Leads Instead of Clicks

What Are Local Services Ads by Google?

How much does this cost?

How Does the Ranking Process Work on Google Local Service Ads?

Understanding the Google Guarantee

How Do I Get Started?

GA4 Basics Blog Series: How to Setup Google Analytics 4

How to Create a GA4 Property:

How to Create a GA4 Data Stream: ﻿

How to Install GA4:

How to Optimize GA4 Data Settings

How to Define Audiences in GA4

GA4 Integrations & Product Links

GA4 Basics Blog Series: What Is GA4 & How Does It Work

GA4 Basics Blog Series: What Is GA4 & How Does It Work

Tips To Boost Your Google Business Profile On Search Results

Tips To Boost Your Google Business Profile On Search Results

10 Tips to Boost your Google Business Profile Visibility

Google Local Services Ads FAQ's: How Local Service Ads Fit with Google Ads

Google Local Services Ads FAQ's: How Local Service Ads Fit with Google Ads

Can a business do Google Ads and Google Local Services ads at the same time?

Can I control which keywords I target in Local Services Ads?

Do I still need to run Google Search Ads once I start Google Local Services Ads?

Can’t I just stick with Google Ads only?

How Do I Get Started?

Are you wasting money with your marketing plan?

Are you wasting money with your marketing plan?

1. Learn and know your customer.

2. Finding a good balance is key.

3. Cut the least cost-efficient marketing mediums.

4. Use Google Analytics and other data to hold your marketing accountable.

You can reach us at 701-739-0618 and mberg@theoryzmedia.com .

What is Over the Top/CTV Advertising and What Should You Know?

What is Over the Top/CTV Advertising and What Should You Know?

One of the best parts about Over the Top advertising is that the cost is only around $0.04 per targeted commercial!

How to Create a GA4 Data Stream: