Click here to close now.

Welcome!

Agile Computing Authors: Elizabeth White, AppDynamics Blog, Wayne Lam, Pat Romanski, Jnan Dash

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
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
To many people, IoT is a buzzword whose value is not understood. Many people think IoT is all about wearables and home automation. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed some incredible game-changing use cases and how they are transforming industries like agriculture, manufacturing, health care, and smart cities. He will discuss cool technologies like smart dust, robotics, smart labels, and much more. Prepare to be blown away with a glimpse of the future.
"We have a tagline - "Power in the API Economy." What that means is everything that is built in applications and connected applications is done through APIs," explained Roberto Medrano, Executive Vice President at Akana, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context wi...
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fillin...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
SYS-CON Events announced today that the "Second Containers & Microservices Conference" will take place November 3-5, 2015, at the Santa Clara Convention Center, Santa Clara, CA, and the “Third Containers & Microservices Conference” will take place June 7-9, 2016, at Javits Center in New York City. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th 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 an...
17th Cloud Expo, taking place Nov 3-5, 2015, 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 enterprises are using some form of XaaS – software, platform, and infrastructure as a service.