Advertising and Marketing

The Evolution of Online Advertising

It’s no secret that online marketing strategies and tactics are constantly evolving and changing. Social Network Media (SNM), for example, has become a hot topic and the new must have component to any comprehensive Online Marketing program.

Many of our clients are unsure of how to engage, what to expect and what the benefits are of SNM and more importantly, how it all integrates with other online marketing tactics and your overall marketing program.

As always, there are NO SILVER BULLETS. Your online marketing program needs to cohesively combine all of the available tactics as part of your online and traditional strategies. The complexity within the ever shifting traditional and online marketing environments require a level expertise that we are privileged to be able to provide.

Our focus over the past year for many clients has been on Paid Search Advertising (PPC). The nature of PPC advertising is that it’s instantaneous and quantifiable. Your market is the best indicator of high performing keywords and relevant content. Why guess? Let your customers tell you how they’re finding you.

Online marketing continues to evolve. PPC, SEO & SNM all need to be cohesively integrated to maintain a competitive advantage. Now, more than ever, you need to translate that PPC data (relevant performing keywords) into effective organic search engine optimization (SEO) and Social Network Media.

While we would never recommending completely abandoning PPC, we suggest that you shift resources to take advantage of SEO & SNM.

Your website is the single most important marketing tool you have today. It’s critical to invest and re-invest in the maintenance, appearance and marketing of this tool. In years past, you may have had to spend hundreds of thousands of dollars advertising your business via traditional media such as newspaper, magazine, billboard and broadcast. While these resources cannot be completely abandoned, the resources previously allocated to these mediums should be shifted to fully leverage your primary tool – your website. Comparatively, these are cheap dollars to traditional media. These are new, evolving advertising tactics that need to be incorporated into your overall marketing strategy.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the process of optimizing a website to rank highly in the organic (sometimes referred to as free or natural) search results for important Keyword phrases or search terms.

Getting to the top requires a long-term and consistent approach. The so-called "free" or "organic" listings require a commitment of time and energy with calculated execution of the latest optimization standards.

We will:

  • Evaluate or Re-Evaluate your website for the latest SEO standards
  • Maintain and update your meta data
  • Set-up and collaboratively maintain on-going content updates through a variety of resources including keyword relevant landing pages, integration of your blog and SNM.
  • Establish, quality, relevant links (both inbound and outbound)
  • Monthly manual Search Engine submission/indexing
  • Continuous Monitoring, Adjusting, Updating, Analysis & Reporting

Social Network Marketing

The fundamental difference between social media and traditional advertising or public relations is the ability to have a dialogue with your customers. That, more than any other tactic, builds understanding and powers (and empowers) brand evangelists.

As an added benefit, search engines love to see the inter-connectivity expansion across the Internet (ie. A "web"). They reward you with higher rankings for propagating relevant content across a wide variety of places across the Internet.

While there is no one better suited to engage with your prospects than you and your colleagues, there is a right way to engage in SNM and about a zillion wrong ways.

Together, we can utilize this new medium to create and maintain brand awareness, empower your prospects as brand evangelists and augment our SEO efforts.

We will:

  • Set-up and collectively maintain the appropriate SNM outlets
  • On-going monitoring and consultation to ensure best practices
  • Provide recommended content and marketing strategies

PPC - PAID Search Engine Marketing

The nature of PPC advertising is that it’s instantaneous and quantifiable. Your market is the best indicator of high performing keywords and relevant content. Don’t guess. Let your customers tell you how they’re finding you.

Our services include:

  • Pay-Per-Click Account Management
  • On-Going Keyword analysis - traffic, trends, bid amounts, bounce rate, page views, stickiness
  • Keyword Management - based on analysis, manage keywords bids and ongoing negative keyword studies
  • Textural ad testing - The ABT's of online advertising - Always Be Testing one text ad performance vs. another per campaign
  • Quality Score - properly managed programs increase keyword Quality Score which allow for higher click-thru-rates at a lower cost-per-click. In short, you get more bang for the buck.
  • Ongoing integration with SEO, SNM and website content for keyword relevance and page theming based on market driven demand
  • Full reporting including weekly and monthly activity


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