Welcome!

Agile Computing Authors: JP Morgenthal, Elizabeth White, Pat Romanski, Mike Raia, Dana Gardner

Blog Feed Post

Five Reasons Why Local Advertising Needs To Be Part Of Your Local Marketing

Anatomy of Search Engine ResultsI hope the first thing you noticed about this article is the title separating “local advertising” from “local marketing”. The Internet has given way to create a distinct difference between the terms “marketing” and “advertising”. While traditionally, advertising has always been a subset of marketing, one of the key differences on the web is that marketing has a shelf life of years while advertising on the web tends to have a shelf life as long as your funds will last.

I don’t think professionals in the industry would disagree that marketing is the better long-term solution in web marketing. The issue is not if it is a better long-term solution, rather how quickly can you show in the search results and how quickly will you get traffic. Organic marketing is generally achieved by on-website search engine optimization (SEO) and off-website outreach, such as social media marketing. The reality is that Google’s Hummingbird search engine, structured data, and the Panda and Penguin algorithms are making it much more difficult for the small business. These hurdles make ranking a website organically more of a challenge. Therefore, seeing results is not a matter of days or weeks, but months.

Getting your website to show in the organic results in the search engine (aka SERP and achieved through SEO) is one of the most important web marketing strategies, but let’s not forget about search engine advertising (SEA). You will notice I didn’t say SEM (Search Engine Marketing), which is a widely misused term in the industry. In today’s world of using the web as a revenue regenerating tool for your business, SEA (aka Pay Per Click or PPC) is one of the quickest ways to drive website traffic to generate more leads for your business.

Let’s take a look at five reasons SEA needs to be added to your website marketing (SEO) and web marketing strategies off your website:

1.) You Can Target Specific Consumers by Geography & Search Terms

SEA allows you to reach a specific geography and target a market in your area. For instance, you only offer services or ship your products to specific zip codes, cities or states you can optimize your campaigns accordingly. You can also target specific consumers with keywords and weed out the non-customers with negative keywords. This can result in more qualified leads and optimize your budget that you may receive from an organic search.

2.) Dominate The First Page of Google

So you’re showing up in the organic results for a specific keyword or phrase. No need to do SEA, right? False.

Although, you might be showing up in the organic results, it always helps to show up multiple times, dominating the first page of Google and your competitors to the second and third page. The more a viewer sees your brand, your company, your website on the first page of the search results the more likely they are to click it instead of your competitor’s.

3.) Instant Results/Increase Your Revenue

Although organic web marketing has a shelf life of years, it can take time to start having an impact in the search results. Unfortunately, most businesses simply do not have the time to wait around for leads or sales. This is where SEA can solve your short-term revenue needs. The moment your advertising campaign goes live is the moment your ads start appearing to your viewers. This is a great way to increase your revenue, or keep it steady, while your organic web marketing presence is slowly building up.

4.) Measurable Results

One of great things SEA has to offer is that there are no gray areas; it’s black and white. The results are so measurable that we can see exactly what ad or part of an ad is working or not working. With organic marketing and social media marketing it tends to take time to interpret the results while having to use multiple data points to understand the results.

5.) More Engaging

SEA is much more engaging than organic marketing on a number of levels. For example with SEA you can create an ad to take your visitors to an enticing video or offer to get into your your sales funnel. You can also place ad extensions in your ads allowing the viewer to easily call you, see your location, sign-up for your newsletter and several other possibilities.

In competitive markets and the more competitive business categories (ex: insurance, hair salons, restaurants), there can be hundreds or thousands of businesses trying to secure the same finite customer market. This certainly requires your business to show up in multiple areas of the search results. Only having your website show up as a single line in the search results is probably not going to get the attention of the search amongst all the other visuals they are shown now-a-days.

Let’s quickly put the search results into perspective. Here are all the various sections of the search results:

  • Results Carousel (Google)
  • Text Ads (10)
  • Map Listings (up to 7)
  • Websites (10)
  • Website Site Links (up to 6)
  • Shopping Results (up to 8)
  • Images and Photos
  • Videos
  • News Results

If you consider the amount of information being presented to the searcher, relying only on one of these segments means you will get lost. The focus would need to be how to get into each of these areas. Since it takes time to build showing up in most of these search categories, SEA and SEA + Ad Extensions will help to get you noticed within 24 hours and start seeing traffic to your website.

Ad extensions increase searcher engagement with your ads and your company. This is accomplished by increasing the visibility of your text ads with the variety of ad extensions available to you. You can decide which ad extensions are appropriate for your business and also decide if you want to target desktop or mobile users. To learn more, read “Powerful Google Adwords Advertising Tools Using Ad Extensions“.

Hopefully you can see the short-term capabilities of search engine advertising (SEA) and how it can augment your organic web marketing strategies, which will take longer to show results. The two have to work together for a complete multiple-channel marketing strategy.

The post Five Reasons Why Local Advertising Needs To Be Part Of Your Local Marketing appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

Currently the CEO of SmartFinds Internet Marketing, a Internet marketing agency for mid to large corporations. Having started our business in 1994, I have had the opportunity of growing and evolving with the Internet industry. This has opened up the opportunity to apply the Internet technologies to the objectives of a business.

I have had more than 20 years of successful business experience in entrepreneurial environment. Primary focus on business development, sales, execution and management. Secondary focus on information technologies (IT) and a strong ability to apply IT capabilities to business needs using creative and innovative methods.

Business Philosophy: - "There is nothing a computer cannot do, that money and time cannot buy"

- "There is a opportunity and solution for every problem"

@ThingsExpo Stories
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
Akana has announced the availability of version 8 of its API Management solution. The Akana Platform provides an end-to-end API Management solution for designing, implementing, securing, managing, monitoring, and publishing APIs. It is available as a SaaS platform, on-premises, and as a hybrid deployment. Version 8 introduces a lot of new functionality, all aimed at offering customers the richest API Management capabilities in a way that is easier than ever for API and app developers to use.
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....