Client Update – March 2021 | Tribal Core

New Changes are coming to Google Ads. In the beginning of February, Google announced they are phasing out broad match modifier keywords and changing how phrase match keywords work.

How will phrase match keywords change?

Currently, the phrase match keyword, "moving service nyc to boston" would allow ads to show up if the searcher added to the beginning or the end of the phrase. For example, if the searcher typed 'looking for moving service nyc to boston' or 'moving service nyc to boston cheap' would trigger an ad. However, if the searcher typed 'moving service nyc new york to boston' it would not trigger an ad.

With the new change, someone searching 'moving service nyc new york to boston' will now trigger ads. Here is a graphic from Google displaying these new changes:

Moving forward what does this mean for you?

Current broad match modifier keywords will be "grand fathered in" and will be treated as a phrase match keywords.

We will monitor this change closely to ensure all campaigns continue to run smoothly.

If you have any questions, please reach out to us!

Every month we queue up our clients' Monthly Deliverables, such as Content Strategy, Topic Research and Page Research. We recommend topics and areas of focus and then ask each client to confirm our direction or provide feedback.

Well, not all of our clients get back to us in a timely manner, so we're adjusting our workflow. If we don't hear back by the 7th of the month, we will proceed on our work for you as proposed. While we prefer your input, you can trust that we'll do highly-relevant, high-quality work on your behalf. You can also give us Pre-Approval (aka the Concierge Option) if you would like to be fully hands-off.

We're looking forward to better execution, on-time, and with the quality you expect from us, each and every month. Thanks for partnering with Tribal Core - we appreciate you!

We're always looking for opportunities to improve how we serve our valued clients. The latest improvement is a Dashboard upgrade.

Our clients have come to love and rely on the executive-level view we build. We wanted to improve the insight into Google Ads on this latest upgrade. Most of you will see a new page 4 & 5 in your Dashboard (this may vary if another vendor is running Google Ads for you or if we are simultaneously managing a Google Grant account).

You can always find a link to your Dashboard in your Client Portal. Note you can page through your Dashboard in the upper-left, and there's a Date Range tool you can adjust in the upper-right.

Hope you like it and find it useful! Get in touch with any questions or requests - we're here to serve.

Design for clients is such a particular niche and not easy to execute well. I still carry battle scars from designing websites in the late '90's and early aughts. With everyone on different monitors and clients requesting design changes particular to their view, it was quite challenging to delight clients. I once had a client ask if a site could be "more lilac" and my recollection was that was the last straw.

Fast forward a decade and a half, and a lot has changed, from responsive website design to defined color palettes derived from a client's Brand Profile. So we've begun putting a toe in the water, and as a result, we are pleased to announce a beta test of two new Design Services.

First, we are offering a Display Ads Set, with 8 images of different sizes, based on our client's choice of design directions. These ads are production-ready for Google Display Ads and Remarketing Ads, to extend your audience reach and better engage those who are already familiar with your brand.

Second, we are offering a Blog Post Amplifier. This suite of 8 images is designed to promote a single high-quality blog post. It includes a Blog Post Header Image and two Sub-Headers both with text overlay. There is also a square Pull Quote image, and four more images formatted for social media promotion of that blog post.

Contact us for pricing and details. It's a pleasure to serve you!

In doing this work for nearly 20 years, we're quite sensitive to the reporting needs of clients, and it has always been a little tricky to find the right balance.

Some clients love our high-touch approach and appreciate the frequency with which we send out reports, suggestions and more. Other clients get overwhelmed by the volume of communication and tend to zone out, even when what we provide is highly actionable.

Starting in June, we are now consolidating some of our work into a single Monthly Reporting Summary deliverable. So while we are working on your behalf all month long, we are going to roll up all that work into a single report, delivered right around the end of the month.

While this isn't the sexiest update, we think it provides value, lowers friction and improves the work we do. Hope you agree!

We're a boutique agency. We operate remotely, everyone on the laptops wherever they live. So our carbon footprint is quite low to begin with. That said, it was important to us that we address our impact and offset it best we can. So we're pleased to announce that as of this year, we have formalized this commitment and we are dedicated to reducing our carbon emissions and offsetting the rest. We've overestimated our emissions on Carbonfund.org's calculator to arrive at a total that allows for growth as a business. If you have any questions about how you can undertake a similar initiative in your own company, give us a ring!

Thank you for the trust and confidence you've placed in us!