We knew it was coming: Google’s 2025 Marketing Live confirmed that AI search results will now include ads, changing the game for marketers. Google announced that its new AI Overviews (AI-generated search summaries) will now include Search and Shopping ads on desktop, and that the recently launched AI Mode in Google Search will also show ads. In practice, this means…

Digital marketing is critical for businesses aiming to propel themselves in today’s competitive landscape. With many online platforms to deploy ads on, and a rapidly evolving search landscape, finding the right agency for your business can mean the difference between stagnance and exponential growth. With the right digital marketing agency and strategy plan, your business will increase online visibility, drive…

Effectively planning your PPC advertising budget is crucial for maximizing ROI or ROAS (return on ad spend). By following these three steps—researching key data points, implementing precise targeting, and consistently monitoring performance—you can ensure your campaign stays on track. For even more precision, you can use a PPC budget calculator to estimate your ideal budget based on your specific business…

Pictured above: Some Xponent21 team members after volunteering for a ramp build for project:HOMES. Assessing Richmond Digital Marketing Agencies When it comes to choosing the right digital marketing agency in Richmond, understanding how to evaluate their effectiveness is crucial. Whether you’re working with an agency or considering a new partnership, the ability to measure success will determine whether your business…

A relatively small government technology services provider was looking to increase its visibility with buyers and influencers within the federal government. Though contract season runs from late summer through the beginning of fall, we conducted a longterm marketing effort beginning in March to reach more purchasing agents and internal technology professionals while maintaining a brand presence over a long period of time.…

With just a click of a button, your paid media campaign will go live for everyone to see. It’s that simple, right? Well, not quite.  What you and your target audience see is a tailored, well-designed message about your product, service or brand. However, what you don’t see is the extensive work behind the strategy, creation, development, and ongoing optimizations…

Retargeting Ads: What Are They? It’s happened to you before: you visit a website in search of a new gadget and all of a sudden, you start seeing ads for the gadget all over the Internet. You see the ads when you’re reading the news, when you’re scrolling through your newsfeed on Facebook, even when you’re researching recipes for the…

When running a digital advertising campaign, there are several critical stages to achieving a conversion.  First, your ad must be shown to a member of your target audience at the right time. After you determine buyer personas, you can target users who match certain features of your ideal audience using different types of targeting: geographic, demographic, interest-based, etc. “The right…

In this day and age, we are all well aware of how important it is to market your business on the good ol’ world wide web. Whether or not you should be utilizing digital advertising is rarely the question, but you may be wondering, “How the heck do I do it?” Well, one of the most popular ways to run…

I got my start in the technology industry, so I’m no stranger to the industry’s conferences, but it’s been close to a decade since I left and began helping companies generate growth through digital marketing. Needless to say, I’m a little out of the loop on the latest and greatest in tech hardware. Integrated Systems Europe is a conference for…