What Makes an Ad Stand Out – Good Text, Display, or Video?


As a business owner, it is important to understand the basics of what goes into a good advertisement.

All brands need promotion and the correct kind of promotion is key. In order to expand your business, it’s essential to have an effective advertising campaign. When done incorrectly, money is wasted on ineffective or poor ads. Our goal is to save money with ads and, in turn, make them more money with new clients or customers.

At 219 Group, when clients ask us “What makes a good ad?” – there is no easy answer, as it is largely based on each client. However, we will do our best to answer this in general terms.


It is important to understand what makes a good ad and what does not.

Good ads:

  • Call to action / tell the prospective customer to do something.
  • Engage customers based on where they are in the customer journey.
  • Regardless of channel, it seamlessly translates brand identity.

Bad ads:

  • Do not follow the rules and get disapproved.
  • No call to action / do not ask the customer to do anything.


In 2021, Google confirmed Responsive Search Ads (RSAs) are the default in new ad accounts. What this means is that strategies need to fit both formats to include the expanded text ads.

RSAs are made up of:

  • Minimum of three headlines (30 character limit each), maximum of 15.
  • Two descriptions (90 character limit each), maximum of four.
  • One path set (two 15-character addendums to your root domain)
  • Optional tracking templates.

As only the first two headlines are guaranteed to show in a text ad, it is imperative that you pin the calls-to-action in either headline one or two.

In text ads it is important to make sure each headline can stand on its own while being related to the others.


Display advertising is defined as a mode of online advertising where marketers use visual ads to advertise their products on websites, apps, or social media. It has been mistaken that display is only useful for remarketing; but display ads are good for various parts of the consumer’s journey. Display ads can create and build brand awareness.

The steps for display ads include creative for all the potential spots, or sacrificing some creative polish to use responsive display ads.
If you choose to opt for a responsive display ad (RDA), you are sacrificing some level of brand control in exchange for reach. These ads will open all possible placements to you.

Display and Responsive display ads require:

  • At least three images or videos, including a logo (can have up to 15 assets)
  • One long headline
  • At least one regular headline
  • At least one description
  • Business name
  • Final URL

Display ads have their own downfalls but tend to outperform traditional ads simply because they stand out. They allow more creative either from your website or social or stock images if you prefer.

Display ad tips:

  • If using video, make sure it is no longer than 15 seconds.
  • While RDAs will have a CTA button, regular display does not therefore, make sure to build a call to action button into your ad.


Video advertising is the process of displaying ads either inside online video content. This is typically before, during or after a video stream, known as pre-roll, mid-roll and post-roll or as standalone ads.

How video ads work on Youtube:

  • Bumper: 6-second spots serving before or after the main video.
  • In-stream non-skippable: 15-second spots that serve before/during/after the main video.
  • In-stream skippable: 30+ second spots serving before/during/after the main video that can be skipped after five seconds.
  • Outstream: Video spots serving in spots other than main YouTube.

Video ad composition:

  • Video: If you selected a time-specific format, you’ll receive a warning if your video is incompatible
  • CTA: 10 characters (“Learn more” is always a good option)
  • Headline: 15 characters to position your CTA
  • Final URL: Where your clickable element will lead
  • Display URL: What the user sees (root domain is the best choice)

The most important thing to remember about YouTube is understanding what you want your audience to do. If your goal is to drive them to a landing page or website, you need to make sure they watch long enough to see the website. If the goal is sales, then do not waste time on the bumper ad for awareness and put your call to action for a sale.


To decide which ad type is best is to look at the client and goals. A great ad is the result of many things – the right target audience, the right creative and using the channel correctly.


At 219 Group, we do a lot of things well. Websites, landing pages, banners, newsletters, social media, mobile marketing, search engine optimization, email and paid search campaigns are the best ways to engage with customers in an increasingly digital, mobile and personalized world. We have assembled a team of professionals to create complete digital strategies and tactics that leverage all available forms of digital media at different levels of the marketing funnel.

Contact us today to see how we can work together. Give us a call at 910.483.4749.

Tips on Having Success with SEO

SEO Fayetteville NC

Google states that there are over 30 trillion active websites on the web. Not 30 thousand, not 30 million, not even 30 billion, but 30 TRILLION. That’s a heck of a number and unfortunately out of that number, only a few can make it to the first page, while the rest get lost and ignored amongst the many. To avoid this, we have provided a few tips on how to have success with SEO.

Focus on One Thing

Focusing on one thing is one of the most important steps when you are trying to boost your SEO rankings but unfortunately, it is one of the steps that gets overlooked the most. Don’t get us wrong, your site can cover other things, but you want to make sure that you have a primary focus. Before a choosing a topic, we recommend that you do keyword research.

Use Your Keywords as Much as Possible

There’s a reason why they are called ‘keywords’ and that is because they are the ‘key’ to your site getting a boost in SEO rankings. We know it sounds silly but it’s the truth. That is why after finding your keywords you should use them as much as possible. This includes implementing them in page content, titles, and taglines. If you have a blog category on your website, you should make sure that you are covering at least one in each post (hence why we are writing about SEO because it’s one of our keywords). They should even be mentioned in your title/description for images that you post on your website or on other social media platforms.

Constantly Update Your Site

We tell our clients all the time, you must treat your website like you treat your business. To make it presentable to your customers, you must constantly update it. Updating your site will make it first on the list for Google rankings, helping you reach a larger audience. Updating your site includes adding blogs, changing images, adding/changing content, and even redesigning the layout of your current site. You want to make sure that your site is always up to date. SEO is vital to new companies to receive new patients in order to keep the company above water. New Beginnings Dental Center is one of our new clients that we make sure to have this concept instilled into our SEO plan.

You Are a Human… So, Write Like One

It is key that you make sure the content on your site does not sound like a robot has wrote it. Make sure that the content is relatable to your customers and yet personal because it’s telling your story. You do not want anything generic; your customers can see right through it. Include those keywords and add images of you and your team.

Give Us a Call

Trying to get your site boosted on Google can be a hassle and very time consuming, but luckily, we’re here to help. Our SEO specialists have years of experience and have worked with a long line of clients, helping them get to the number one spot with some of their keywords.

If you looking to be found on Google, then give us a call!!

Taking Your SEO Strategy to the Next Level


For the vast majority of businesses and organizations that have adopted a Search Engine Optimization strategy, their goal is simple: they want to be seen. In other words, they want to achieve the highest search engine result placement that they possibly can for specific keywords relevant to their business. If you own a barbershop in Fayetteville, you want internet users who search for “barbershop Fayetteville nc” to find you. If you are a veterinarian practicing in Raleigh, you want someone to find you fast when they search for “vet Raleigh nc”. SERP stands for Search Engine Results Page, and when it comes to SEO, no one wants to settle for page two. Fortunately, with a good SEO strategy in place and a support team to implement it, your business or organization doesn’t have to.

Over the last 25 years, search engines have changed how they rank search engine placement over and over again. A lot of the changes can be directly related to the way that communication and the internet has changed over that time. In the early nineties, the majority of the world wide web was made up of simple websites. By the mid-2000’s, the internet was being introduced to blogging platforms and dynamic websites. In the last ten years, we have seen the domination of the smartphone. As a matter of fact, more web searches happen on smartphones today then they do on a desktop or a laptop. As we prepare for whatever the technological future will hold, it is vital that business owners and organizations understand how SEO is changing and how they can get a step in front of others who are not paying attention. An SEO trend surely coming soon? Voice search.

This is where 219 Group shines. Our SEO game has been strong since the beginning of our company. Our team more than understands the importance of Search Engine Optimization for that barber in Fayetteville or that veterinarian in Raleigh. It’s what we do. By now we all know that the one constant is change. We make it our business to keep up with the latest trends in SEO Marketing, and when it comes to SEO strategy, you can trust that we know what you need and how to get you there. As your digital marketing team, 219 Group can take your Search Engine Optimization strategy to the next level.

SEO for the Mobile Market in Fayetteville and Raleigh

Mobile SEO

Are you mobile friendly? If you’re trying to improve search engine optimization (SEO) for your Raleigh or Fayetteville business, consider approaching SEO from a different angle.

We all know the importance of rich content and keyword targeting, but did you ever stop to think about marketing toward your mobile users in Fayetteville? By 2017, all businesses should be aware that SEO for mobile platforms creates a big boost in search engine rankings, so creating a website friendly to the mobile market should be top priority.

Think About Your Mobile Website Speed for a Boost in SEO

So you’ve got the mobile site for your Raleigh business? Take things a step further and tap into SEO for the mobile market by checking your website speed to see whether your website is responsive and quick to navigate or slow and difficult to understand. Desktop-centered indexing is on the way out in favor of mobile-centered indexing. Ensure your SEO is performing for your Raleigh company by creating web design that is appealing to consumers, responsive, and easy to use on a mobile device. The last thing you want is an important web item hiding within sub-menu after sub-menu. That’s a recipe for SEO disaster sure to get you dinged by Google. Mobile users in Fayetteville are looking for easy to access content that they don’t need to dig through.

Consider Synonyms

If you’re writing good content, chances are you’re on the right track to boost your Raleigh company’s SEO. Still, Google is getting smarter about SEO, and its SEO algorithms continue to change year after year. Aside from targeted keywords for your Raleigh or Fayetteville company, think about using synonyms to those keywords in your writing. Google uses Latent Semantic Indexing (LSI) to help determine what your content is really about. Scattering a few synonyms throughout your content will help convince Google that your article is relevant and true to the title and headers.

219 group is prepared to do the work to take your company’s growth in the mobile market to the next level by boosting SEO for your business. We proudly serve Raleigh, Fayetteville and surrounding areas!

Why Should I Care about SEO?

Should I Care About SEO

When you hear about search engine optimization or SEO, you probably think about Google, and you’re not wrong. If you want your Raleigh business to thrive, you need to make sure you are utilizing the best SEO techniques.

In Raleigh, your business is competing against what could be hundreds of other businesses, and that’s just in your city! Imagine competing against companies in surrounding areas when designing your SEO, because you are!

Raleigh businesses need to cover all aspects of digital marketing when implementing their marketing plans. Digital marketing in Raleigh is about more than just creating a website or creating a Facebook and Twitter page. You must take action to increase your visibility on the web through current SEO in your digital marketing strategy.

Something to consider when implementing SEO in your digital marketing plan is determining what keywords customers use when searching for your product in Raleigh. You want to incorporate these keywords into your digital marketing strategy for the best SEO for Raleigh and local areas.

Now, that’s not to say you should just pepper these keywords around your website randomly. For the most effective SEO, you need to incorporate these keywords into quality content. Google is smart and will punish your website in rankings if you try to stuff keywords into your content. Learning the rules of current SEO will help you avoid any unfortunate blunders.

The best SEO techniques should target your local Raleigh audiences. Consumers don’t want global search results when looking for a service or a product. SEO that targets Google Local audiences is extremely cost effective for a Raleigh company.

This is why your Raleigh business should be prepared to allocate money toward SEO when devising your digital marketing strategy. In Raleigh, you want to reach Raleigh customers and customers in surrounding areas for the most optimal profit/cost ratio.

Invest in SEO as part of your digital marketing plan and you’ll see a return on investment for your Raleigh business. Keeping up to date with current SEO techniques will land you higher in the rankings, making your Raleigh business one of the top search results.

At 219, we proudly serve Raleigh and surrounding areas. We’re your digital marketing team that knows SEO. We’ll help you stay ahead of the competition!

Your Full Service Marketing Agency


Is your business not getting the results you wanted? Or are you wondering what’s going to put you above and beyond your competitor down the street? Sometimes questions like these can be answered simply by hiring the right people. If you want results that you can see, 219 Group is who you’re looking for. Located in the center of downtown Fayetteville, NC with many clients spread throughout the city, you could easily call us the heartbeat of the city. 219 group specializes in advertising, marketing, graphic design, logo design, public relations, social media marketing, and more. If you’re looking for an agency that can handle it all without taking up a lot for your time, 219 group is your place. Whether you need to revamp your logo or completely shake up your style in order to attract new customers, 219 Group has got you covered.

When we take on a new client we make it our mission to be as knowledgeable about you and your services as possible. In some cases, this means going to great lengths to take part in your services as a consumer, seeing first-hand how your product works and how we can better market you to your target market. Our ultimate goal is for you to succeed and get the results you want to see in your business or organization.

Working with 219 Group is a one of a kind experience as you will soon find out during your first meeting with us. Our modern working environment has proven time and time again to yield results that are unlike other marketing and advertising agencies. The 219 group culture allows for ideas to continue to flow which means your business will always remain fresh and current.

The Other Side of SEO


News Flash: SEO Is Not Just Content Writing

When it comes to Search Engine Optimization (SEO) small businesses and organizations are always hearing “be unique” and “stand out from the competition.” Being unique is great, but let’s face it, you are not the only business in the area with unique ideas.

Here’s a thought, instead of marketing local, BE LOCAL. That’s right go out there and be involved with your community.  Get involved with local events, fundraisers and charities. Doing simple things such as this, will cost your business very little and you are now becoming a trustworthy, team player in the eyes of your local community, it’s a win-win situation! Not to mention the Public Relations benefits from the positive reviews and Public Relation campaign opportunity this will create. So be relevant, be genuine, be local!

Another benefit from being local is that it will help with SEO.  Google always delivers higher local results for establishments with higher reviews. It will give you an opportunity to optimize your website, using local events, local terminology, local areas, positive local reviews and more. You want your business to stand out from your competitors, be found easily and be one of the top search results.

There’s so much more to SEO than unique content. Understand that search engines like Google are constantly changing; hiring someone that truly understands how SEO works is essential for your website. It has to be a right mix of keywords, phrases, unique content and important content such as NAP (Name, Address and Phone number). You must make sure that every point of data aligns perfectly and avoid inaccuracies. Inaccuracies will significantly hurt your SEO and local pages.

Don’t make the mistake of underestimating the importance of SEO, especially if you have a small business. People want personal results and local answers to their searches and this is growing more and more. You need local search engine optimization in order to get a good Return On Investment (ROI). You want your Website, social pages along with your advertising and marketing campaigns to reach local consumers not people globally. Be local with SEO with the right locations, right consumers using the right experienced SEO expert to optimize your website, i.e. 219 Group ;).

Long story short, don’t just advertise locally and market locally, but be local!. Remember your competitors are trying to be unique also. By Being Local, getting involved in local events, fundraisers etc., is a way to differentiate your business from your competitors. This is a simple way to really be unique, it just requires a little time and effort on your part.  This will also provide an opportunity for a good Public Relation (PR) campaign. All this combined with the right investment in Search Engine Optimization, adding a local spin on your website, using local terminology will make your business stand out from your competitors. Understand the importance of SEO and remember it can get really tricky and complicated, hire someone that truly understands SEO. Talk to 219 Group today about your options.

SEO: How 3 letters Can Change Your Business


You’ve most likely heard of Search Engine Optimization (SEO) or looked into it.  What exactly is SEO? The short and simple version: Search Engine Optimization is optimizing a website or blog so that it improves in search engine rankings. You want your business to be one of the top search results.

You might still be asking why should any business be spending money on Search Engine Optimization or do I really need to optimize my website? Well, the answer is YES and there are plenty of reasons why, here are a few:

– Your competitors are investing in it or might be soon.  If your competitors aren’t investing in SEO then now would be a great opportunity to get ahead of them.
– Search Engine Optimization is cost effective, it shouldn’t even be considered a cost to your business but an important investment.
– Understand the potential SEO can bring to a business and you’ll know why it should be an important part of a marketing strategy and a necessary investment.
– Search engines are grabbing more market share and a majority of people now check for products, services, reviews or business websites online before making a purchase. This will surely only increase in time.

When someone does a search online, do you want them to be able to locate your business? Do you want your business to be at the top of the searches? Without Search Engine Optimization, people will have a difficult time finding your business or firm and will instead find your competitors.

With a dramatic increase in mobile usage and more effective Search Engine Optimization techniques, we are now experiencing a rise in local search optimization. Once internet users wanted global information when they search for solutions to their problems or answers to their questions. Now increasingly people want more personal results and they want them in the area that they live. When people search for a business or service that they need, they are looking for the top results that show up near them.

Search Engine Optimization is a way to optimize your website so search engines will increase it in rankings making it one of the top search results, ultimately increasing traffic to the website. Local SEO is a great investment for small business and a way to increase traffic to their websites when local people search for businesses and services.  It should be a part of your marketing strategy and is an important investment that allows small businesses to stay ahead of their competitors.

Why Google My Business is Important to your Business


Today’s average customer doesn’t just want to know where your business is located, they want to know turn-by-turn directions at their fingertips, what to expect when they arrive, and if others customers had a positive experience with your business. With the simple click of a button, your customers can readily see all of this information in one place, Google My Business.

When someone needs information they Google it. “I Googled it” is even used as a common phrase in today’s language. Not all people believe in Facebook or Instagram, but everyone believes in Google. A potential customer can just about Google any service at any time with the convenience of their smart phone.

So why should your business be on Google My Business?


When your potential customer is looking for your services in the area, they are able to find you with ease. Your address and services will pop up immediately for the customer to see. It is important that all of your information is updated frequently so that customers can easy find your location. If your first impression with a customer is sending them to your old location, you’re not likely to get a second chance and you risk getting a bad customer review. Always take them time to ensure you’re not losing customers to a bad address!

Customer Reviews

Love them or hate them, 80% of users look to customer reviews before visiting your business or using your services. When you have an appreciative client, don’t be shy to ask that they take the time to share their good experience through a review. What are reviews but word of mouth on steroids! Instead of receiving insight from advertisement, customers can read first-hand experience from their virtual neighbors. Through reviews you are also able to open up a conversation with your customers. If someone had a bad experience at your place of business, respond to them! Nothing is better than seeing a business owner try and do right by their customers.


You’re reading about how much Google My Business can help you, but how will you know? Through extensive reporting with Google insights. Google provides you with numbers on where your customers are coming from, where they are finding you, and what attracted them to choose you over your competitors.

It’s Free!

There are so many benefits to Google My Business, and it’s absolutely free.

If you are not utilizing this tool that Google has gifted to you, you are missing out on a large portion of potential customers. What’s the use in hiding all of your great services from your customers? Let 219 Group manage your online presence and experience the benefits of Google My Business!

How Does Your SEO Measure Up in 2015?


Never underestimate the power of Google. The search engine is constantly growing smarter with enhancements that benefit users and site owners alike. One recent update is changing the way it scans for keywords on websites. “Old” SEO best practices suggested inserting your key phrase in the title and end sentence, along with many times in the body copy. For instance, if you’re writing your body copy and you are a florist in Fayetteville NC, you want to reiterate many times that you’re a florist in Fayetteville NC because when people search for a florist in Fayetteville NC, you want to rank highest on the list of florists in Fayetteville NC.

Pretty redundant, huh? Luckily, Google is finally changing that with new ways of scanning sites for content.

Placement is key.
In the past, best SEO practice recommended keyword-dense pages to drive people to your site. Now, it’s all about placement. Placing your keyword in the header takes priority over keywords in the body or anywhere else on the page, such as sidebars and footers. Google has become more conversational, changing its way of pointing users to your page. When the search engine scours your page, it’s no longer looking for those key phrases and listening to what you tell it to do. Google has a mind of its own, and it’s using it to make its own decisions about your page. It reads the data on your page and looks for meaning to determine what category your page falls under.

Rather than sprinkling in “florist” several times in your body copy like in the past, use varying phrases throughout your site to yield the best results. By alternating phrases, like “florist,” “flower shop,” and “flower speKITTENSts,” you won’t limit your site to a particular category and will shine as a leader in your field. No pun intended.

It doesn’t stop there
Want to increase your rank? Make sure you’re also implementing these key details.
Google is giving a bump to user-friendly sites. Sites that are well laid out, contain a usable sitemap, and are easy to navigate with a header bar and short title pages rank above those that lack easy functionality. In addition to headers, make sure you still include body, sidebars and footers so Google can scan your page easily.

Along the same lines, be sure you keep an eye on your site speed and security, as they will affect your rank. Having pages that load quickly and keeping an eye on your cache and updating your plugins will give your site an increase in rankings. Also, Dont forget about being mobile ready.

It goes without saying that Google will continue to become more intelligent and enhance its functionality. As a site owner, it’s very important to keep up with these changes and make any necessary changes to rank well in searches.

Is your SEO in need of a boost or even a review? We’re always here to help. We’ll make sure you get noticed.

102 Person St, Suite D
Fayetteville NC 28301
1700 Glenwood Ave, Suite 201
Raleigh, NC 27608