Google is Once Again Making Some Changes and You’re Going to Benefit From It

Google is Once Again Making Some Changes and You’re Going to Benefit From It

Posted on Tuesday, July 3rd, 2018 at 3:31 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]Rebranding. Prince did it. Madonna too. Heck, even Garth Brooks did it briefly by donning a wig that had bangs, a little eyeliner, and a soul patch to become Chris Gaines.

When done correctly, rebranding can be used as an effective strategy to bring life back to something that may be going a little stale. It’s is also a great tool to simplify a product.

In Google’s case, it’s the latter.

Google is looking to change AdWords and DoubleClick into something more streamlined, and your catalysts at Cobalt Digital Marketing are observing this change to see how it will benefit digital marketers the world over.

Here’s what we’ve learned.

For Starters…

It is important to address that even though these advertising products are changing, not much about them is actually changing. Think of this as a facelift and not an all-out butchering.

Due to how the market is moving— mobile —Google is reorganizing (and renaming) their advertising products to reflect what they are currently capable of and where they see the industry growing toward.

And they want to do that by establishing three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager.

[bctt tweet=”#Google advertising products will be established into three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager #CobaltDigitalMarketing” username=””]

Google Ads

With its humble launch in 2000, AdWords was a simple platform that ran text-based ads on Desktop Search. Now, AdWords supports a bevy of different ad formats like text, shopping, video, display, and app install. These have even spread far into Search, Gmail, YouTube, and Maps.

So if it ain’t broke, why fix it? The heads of Google feel that AdWords only showcases a small portion of what their ad products are truly capable of. By rebranding it as Google Ads, the goal is to make it apparent that this ad product is comprised of many other formats of advertising.

While this simplification may seem in name only, Google has announced Smart Campaigns. This (somewhat) automated advertising campaign system will use machine learning to help small businesses that lack the time or resources to run an effective digital advertising campaign.

Google Marketing Platform

Grab one part DoubleClick advertising products and combine with one part Analytics 360, and you’ve got Google Marketing Platform. This combination helps enterprise customers plan, buy, measure, and optimize digital media buys all in one convenient place.

The goal of the unification of these products is to give digital marketers the means to create audiences, activate them, and analyze the results without having to go through a whole process of navigating between two or more products.

Display & Video 360 will merge Google’s other enterprise display advertising products including:

  • DoubleClick Bid Manager
  • DoubleClick Campaign Manager
  • DoubleClick Studio
  • Google Audience Center 360

That’s not all. Google’s enterprise-level search management platform DoubleClick Search will become Search Ads 360, while Google Data Studio, Surveys 360, Optimize 360, and Tag Manager 360 will be incorporated into the Google Marketing Platform.

Google Marketing Platform will also be designed with user choice in mind, giving marketers the ability to choose from over 100 existing integrations with third-party measurement solutions, ad exchanges, and other products too.

[bctt tweet=”In 2007, @Google outbid @Microsoft @Yahoo and @AOL to acquire @doubleclick for $3.1 billion. #MoneyWellSpent #CobaltDigitalMarketing” username=””]

Google Ad Manager

Lastly, DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) will be combined into Google Ad Manager. AdX was launched by Google to aid large publishers in selling advertising inventory in real time.

In essence, Google Ad Manager will help publishers monetize new areas where people are engaged such as live streams, connected TVs, mobile games, Accelerated Mobile Pages, YouTube, and Apple News to name a few.

Google’s rebranding rolls out around mid-July and continues on throughout the next few months. Cobalt Digital will keep you up-to-date on all the exciting news.

Are you ready for a more simplified way of conducting advertising campaigns with better results? As a digital marketing company, we know we are.

If you need the services of an expert team of digital marketers aimed at making your business top dog in rankings and head honcho in advertising, then you’ve got to contact Cobalt Digital Marketing to set up your custom Cobalt Formula™ today.

The longer you wait, the more money is falling between your fingers!
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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‘Tis the Season To Be Jolly (And To Get Your Digital Marketing Hustle On)

Posted on Tuesday, November 14th, 2017 at 3:56 am    

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The holiday rush is here. The streets (and digital avenues) are full of holiday shoppers searching for that perfect gift.

 

Holiday e-commerce sales are set to see a 10-percent year-over-year growth rate with retailers and e-commerce businesses experiencing the single biggest days of sales on the 22nd and 23rd of December. This means there’s still a bit of hope left for you to make some changes to your holiday marketing campaign in order to benefit from this years expected $678 billion to $682 billion in holiday retail sales.

Don’t let the Grinch ruin this holiday season for your business. These 6 fantastical holiday marketing strategies from Cobalt Digital Marketing will have you grinning from ear to ear like a child on Christmas morning.

A Mobile Mistletoe

The ease and comfort that mobile devices provide is increasingly driving holiday shoppers to do their research and shopping on mobile phones and devices. Smartphone commerce is expected to rise by an estimated 57.8% in 2017, which means your site and online ads should be mobile optimized.

A few enhancements and tips to turn website visitors into customers include:

    • Load Time – Regardless of whether potential customers are visiting your site on a laptop, desktop, mobile phone, or tablet, your website’s loading time can make or break you. Nobody wants to wait around for a site to load.
    • Localized Mobile Ads – Take advantage of locational data by using it to push your store locations and inventory to customers who are in search of your products.

 

  • Call-to-Action – Try to keep your CTA as high up on the page as possible to better encourage potential customers into making a purchase.

 

Unwrap Urgency

The holiday season is all about time management. You can tap into that pressure to create a sense of urgency. There are a number of steps that you can take in order to push hesitant site visitors into action and conversion:

  • Create offers and promotions that are time-sensitive. Everybody loves to save a few dollars and a time-sensitive sale can encourage customers to make the purchase immediately rather than hold off.
  • Create landing pages with attention-grabbing headers and banners that include specific offers, discounts, sales, products, and dates.
  • Add countdowns to your website or landing page to motivate potential clients. Seeing time running low on a special offer is sure to increase the urgency.
  • Consider using copy such as “Limited Quantity”, “Sell Ending Soon”, “Seasonal Sale”, etc., to push purchase urgency.
  • Offer free shipping on certain days or through a specific time frame.

Think of this portion of your holiday marketing strategy as another opportunity to persuade buyers to purchase now.

Secret Santa SEO

Your SEO strategy should be ever evolving and the holiday season is the perfect opportunity to revamp it for a few months. Capitalize on seasonal searches and trends by utilizing the right tools to identify new keywords that can spice up your holiday SEO campaigns.

A few secret Santa SEO strategies to keep in mind and ensure everyone finds the gift they’re looking for include:

  • Use meta tags effectively to help crawlers reidentify your holiday content.
  • Organize all your digital marketing campaigns to ensure that everything runs smoothly during the holidays.
  • Remember last year – what keywords did you run campaigns for? What worked? What didn’t?
  • Use clickable headers to effectively direct individuals to specific shopping categories (i.e. gifts for your co-workers).

The right SEO strategies should guide holiday shoppers like Rudolph guides Santa’s sleigh.

Don’t Let Your Copy Turn To Coal

Website blogs, ad copy, and seasonal messaging across social media should help to convey the emotional aspect of the season and not just that your business is having sales. This is essential to remember during the holiday season as many people make their purchasing decisions based on what they feel rather than a merely logical decision.

  • When writing copy remember to focus on family, friends, “home for the holiday”, thanksgiving, goodwill, time of thanks, loved ones, and other sentimental terms.
  • Don’t forget the importance of blogging: businesses that blog get 67% more leads than businesses that do not.
  • Don’t forget that retargeting ads should make specific suggestions based on a consumer’s browsing and purchase history. This should include personalized offers with guiding copy that will motivate a potential client.
  • Don’t forget to mention the “holiday rush” when it makes sense.

You can really build an emotional bond with customers with the right ad copy and blogs. This connection is sure to carry on and into the following holiday season.

Even Elves Use Social Media

E-commerce orders from social media grew by 202% in 2015 and that number is expected to increase this year as well. That’s a stat definitely worth keeping in mind as the holiday season approaches.

Because of the medium, social media platforms provide a variety of options and opportunities to draw in potential consumers.  Promote your products by:

  • Creating alluring visuals and provocative CTAs with “shoppable posts”.
  • Contests are always a great social tool and that’s not any different during the holiday season – especially because everyone loves free stuff during what can be an expensive season.
  • Campaigns should be easy to share. Make sure that social icons are easily accessible.
  • Take full advantage of Facebook ads. They should be aesthetically captivating and have straightforward text.
  • Video marketing is key to engagement. Social video generates 1200% more shares than text and images combined.

As stated about copy, don’t forget to make your posts touch on emotional aspects of the holiday. Not every post has to be a tearjerker but play on the sentimentality of the season.

The Grinch’s Heart Grows From Retargeting Ads

Retargeting is one of the most effective tools that you have in your arsenal. Most website visitors will pay your site multiple visits before making a  purchase; these leads simply need to be converted and targeting ads are just the thing.

Current stats say that 3 out of 4 online consumers now notice retargeting ads. Facebook offers a retargeting service known as Dynamic Product Ads but they aren’t the only kids on the block with a fancy tool to provide you with a retargeting solution.

Make sure to budget some funds for this particular marketing strategy; potential clients are 70% more likely to convert if they’ve seen retargeted display ads. You might not be able to catch a distracted client on the first go-around but the more they see you the better the likelihood of a sale.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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8 Perfectly Clear Reasons Why You Need the Cobalt Digital Marketing Formula

Posted on Wednesday, November 1st, 2017 at 3:48 am    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]There really isn’t any other way around it. Your customers are online and your business growth is tied to how well you can capitalize on your digital presence. Digital marketing is here to stay.

From small mom and pops to large corporations, businesses of all sizes are competing for digital market share. And while, of course, adopting a digital marketing strategy can help to maximize your company’s reach, without the right system in place, you are likely to run aground as your ship sails the digital world.

It’s vital to understand that digital marketing contains a variety of components including SEO, content, PPC, data, analytics, social media- all of which need to strategically work together to have a meaningful impact on your business.

In our experience, the most successful programs stem from a well balanced equation of these elements, a strategic digital formula.

If your website is a floating digital poster not yielding results, or ** the horror** you don’t have a website, it’s time to seriously consider how our digital marketing formula can benefit you.

  1. Get found in a digital market.

Today’s consumer is interested in convenience and experience. The digital world is ripe for consumers as it offers both of these qualifications with search engines providing the perfect resources for customers to research brands and services before they purchase.

[bctt tweet=”96% of people in America have made an online purchase in their life” username=”cobalt_digital”]

Google is the largest search engine in the world, accounting for 77% of market share (and growing) and a quality marketing campaign is going to utilize effective Search Engine Optimization (SEO) techniques to ensure your company is high on those search rankings.

Adding to the importance of becoming digital is that now more than three-quarters of Americans own a smartphone and use their mobile devices for searching, shopping, social media and more.

  1. Build your brand.

Millennials and Gen X customers are twice as likely to be influenced by advertising than their older counterparts, which speaks on the importance of building a brand that engages its target audience. Did we mention that these consumers do not want to be “sold”. They want content that is real and valuable.

Targeted web content and highly informative and engaging blogs can do wonders to increase your company’s/brand’s presence and gain valuable recognition. Today’s consumers are also drawn in by attention grabbing videos and images.

By also taking advantage of digital marketing data, you can get the right message in front of the right people. Imagine the possibilities! Your company can serve a personalized shopping experience and targeted deals that will convert viewers into customers.

  1. Achieve your business goals.

The right digital marketing formula is a strategic solution which not only paves the way for your online presence, but can also help you to attain your long term business goals. Are you looking to break into new markets? Do you want to drive traffic to your website for increase sales? Do you want to build your online reputation? Do you want to leverage your digital customer relationships to gather product insight and find enhanced customer experience opportunities?

By understanding the purpose of your digital marketing campaign, you should hopefully get a better feel for where your business stands in general and this can help you make some meaningful improvements that are outside of the digital realm.

  1. Get return on marketing investment.

Understandably, your businesses finances need to be taken into consideration whenever you develop a marketing strategy – traditional or digital.

If this is major concern for your small business or startup, find some comfort in learning that a digital, SEO-driven marketing campaign can save you substantially versus other channels such as television, radio and/or print.

[bctt tweet=”Content marketing cost 62% less than traditional marketing. #content #marketing” username=”cobalt_digital”]

And not only that, but it generates approximately 3 times as many leads as traditional marketing. So when it’s all said and done, you’re looking at a bigger bang for your buck.

  1. Use data to be more effective.

Digital marketing isn’t just about throwing everything at the consumer market to see what sticks (though experimentation is always a good thing). No…savvy marketers like Cobalt Digital effectively use analytics and insight tools to manage and strategically update marketing campaigns on a daily basis.

Data analysis helps better target each initiative as well as enable you to gauge effeciveness. Track your results to see where your best leads are coming from and what tactics are working to bring them in – essentially all in real time. This level of flexibility means you aren’t stuck with outdated and ineffective printed materials or marketing channels that aren’t getting the job done (and still eating up resources).

With digital marketing, you stay relevant, maximize effectiveness, and your client base stays engaged.

Years ago, a small business simply would not be able to compete with larger corporations. Digital marketing has completely changed the playing field. Now, even mom-and-pop shops have an opportunity to grab their fair share of the market. With a well executed site and digital marketing strategy, small businesses can actually draw in more leads online than their larger competitors. Really, we’ve seen it happen!

[bctt tweet=”6 out of 10 very small businesses have yet to establish an online presence and get a #website. Get the jump on your competition. #CobaltDigital” username=”cobalt_digital”]

Keep in mind that your industry is growing and changing daily. Every day that you delay implementing an aggressive online strategy is another day you let other companies gobble up your market share. If you haven’t already made a move, now is the perfect time for you eat your competitors’ lunch before they eat yours.

Don’t get left behind.

  1. Own your business reputation.

Whether you realize it or not (and whether you like it or not), your business has an online reputation – even if you didn’t start it.

When you consider that almost a quarter of online shoppers are influenced by social media recommendations, the importance of having a positive online reputation becomes very evident – and the effects of having a bad one even more glaring. It’s time to take control.

A complete digital marketing formula includes maximizing your social media presence across platforms for your business – be it Instagram, Facebook, Twitter, etc. This is a huge piece in managing your digital reputation by carefully tailoring and curating content and engagement to provide customers the best experience.

Plus, you can and should interact with your customers in real-time to further develop your rapport and connection with them. As previously mentioned, today’s consumers are drawn by experience and meaningful engagement.

Start developing a stronger relationship and customer service today.

  1. A digital marketing formula is more than marketing.

The right digital marketing formula is a strategic business solution. It combines the best data and tactics the digital world can offer with your business strategy. Sure, you can try some ppc, social media, blogging, or an seo initiative but the components aren’t nearly as powerful as when you thoughtfully combine them together.    Strategy, tactics and daily attention will maximize your online presence and return on marketing investment.  If this is more than you can fit on your to-do list, talk to us about how we can implement the Cobalt Formula™ for your business.

Let us help you achieve your digital marketing goals while you focus on running your company. You do what you do best and we’ll do what we do best!

Customers are online. Why aren’t you?

Let Cobalt Digital Marketing create the perfect digital marketing strategy to meet your objectives and help you real the real world rewards of amazing digital marketing effort.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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5 Much Needed Benefits Of Working With A Google Partner (a.k.a. Cobalt Digital)

Posted on Wednesday, September 6th, 2017 at 1:03 am    

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2017 has been an amazing year thus far at Cobalt Digital and things are only looking up. We’re growing, learning, and transforming what we do, to better meet the needs of our clients.

For starters, our brand new website is up and running. It’s a digital beauty if we may say so ourselves. We’re also currently on the quest to enhance our social media marketing and ads skills.

Just like any great team of professionals, we’re not happy if things are just ok. If we’re not pushing ourselves forward and polishing our abilities, then we know we’re not going to be able to do your business justice.

That’s why we are ecstatic to announce that we have secured our “Google Partner” status. Obtaining this (digital) badge of honor is no easy process and isn’t given to just any digital marketing company.

In order to legally display badges, our team of digital catalysts must take multiple courses and pass several to tests to gain individual qualification.

And that’s only the beginning.

We have to continue meeting the standards and requirements set forth by Google in order to maintain this status.

We’re already slaying digital dragons, enhancing online reputations, and increasing sales for all our clients with our certifications in:

Google Adwords

This professional accreditation from Google means that our team has demonstrated a high level of proficiency and skill in Adwords. This certification allows individuals to demonstrate that “Google recognizes them as an expert in online advertising.”

We couldn’t say it any better ourselves, Google.

Google Analytics

A certification in Google Analytics means we have the skills and understanding to use this amazing tool to its utmost ability. We know what metrics to keep an eye on to help drive specific consumers, to increase sales.

[bctt tweet=”#CobaltDigital has #GoogleAdwords & #GoogleAnalytics certifications #Hustle ” username=”cobalt_digital”]

Still doesn’t seem like much? We get it.

A certification for us doesn’t always translate to a benefit for you, right? Well consider this:

  1. Using Adwords already? That doesn’t mean you’re doing it right.

Spending money to save money might seem a bit odd, but if you’re trying to handle your Adwords account in-house, you may just be investing more than you should. Google’s Adwords service has plenty of money-grubbing options to choose from, and if you’re doing it wrong, you could be throwing plenty of your budget into the wrong keywords and campaigns.

Our certified Adwords experts can turn those wasted clicks into sales.

[bctt tweet=”#Stop wasting time and money. Let Cobalt’s #Adwords #experts do things the right way for you!” username=”cobalt_digital”]

  1. Focus on your business. We’ll focus on your digital presence.

Digital marketing. It’s what we do. In order to maintain our Google Partner status, we have to keep up with our Google Certifications. This means we need to participate in training sessions, take the necessary exams, keep up with the newest pay-per-click and cost-per-click strategies, and be on top of the latest trends in search, display, shopping, video, and mobile advertising.

Suffice to say that we put in quite a bit of effort to keep up-to-date with all the constant changes that happen in the digital world. It’s time and energy that you won’t necessarily have when you’re busy trying to run your own business.

Let us do what we do best, so you can do the same with your company.

  1. Better customer support.

Cobalt Digital is committed to results. We spend every penny of your money strategically. We use best practices to properly target the right markets and implement successful digital campaigns.

And when you have a question or concern, we’re right there to help.

Our Google certifications give us access to another support system to help quickly address any issues that you might be having on your account. This is the digital world, and of course, technical issues arise. But with Cobalt’s Google Partner status, we’ll both receive immediate attention so we can handle any problems right as they occur. No more waiting around. No more lost customers.

  1. Get ahead of the curve.

The business world is competitive. That’s the nature of the beast.

A Google Partner can help you get a jump on your competition by utilizing new features and tools only accessible to those of us with the right certifications. These beta features open up new options in Adwords, paid search, display, and shopping campaigns.

Not only will Cobalt Digital be able to use top-secret features to your benefit, we’ll also be gaining plenty of experience with these tools, so that by the time they finally go online for everyone else, we’ll be virtuosos.

Let’s see them just try and catch up to you.

  1. Google keeps an eye on us.

Being Google Adwords certified requires that we showcase our ability to properly execute A/B ads, successfully experiment with targeted campaigns to various demographics, and keep up with their standards.

If we don’t keep up with Google’s requirements then we can quickly have our badges and certifications suspended. Our reputation is on-the-line as well.

Believe us. We’re invested in your success.

Cobalt Digital. We’re official!

Reap the benefits of having a digital marketing partner that is Google certified. Find confidence in knowing that we have our game down pat. Cobalt hustles for you.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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