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Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.
Digital marketing has evolved to the point where an immense array of specialists consult with brands to develop effective strategies or implement programs. If you’re new to digital marketing, or lack experience or resources, you should consider engaging an experienced and versatile digital marketing consultant.
Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.
Blowing their own horn. Yes, of course, the primary goal of marketing is to create leads. However, in the age of digital media a brand-centric, salesy approach deflects interest in your company. Make your marketing customer-centric.
OK, so this one’s kind of complicated… just kidding. SEO stands for Search Engine Optimization. You engage in SEO when you attempt to get a page to rank higher in a search engine’s SERPs (search engine results pages), with the ultimate goal being to increase organic (unpaid) traffic to that page.
This question is a little like asking: Who’s more important to the Patriots, Bill Belichik or Tom Brady? You can probably come up with an argument for either; but the reality is, both are vital to the team’s success. The same goes for SEO and PPC (pay-per-click). You couldn’t establish domain authority, organic brand affinity, and really, a wholly formed online presence without SEO. By the same token, you couldn’t granularly target prospects by demographic, behaviors, or keywords without PPC.
SEO is just one discipline encompassed by SEM (Search Engine Marketing). SEM includes PPC and SEO. If it’s in the search engine, you can safely assume it’s search engine marketing!
Yes! Each piece of new content you create is another opportunity to rank for a target keyword related to your business. The more high-quality blogs you create, the wider the net you cast across your industry’s organic search results.
Advertising is a vital communication tool used by businesses to promote their products, services, or ideas to a target audience. It helps in creating brand awareness, driving sales, and influencing consumer behavior. Through various channels such as print, television, radio, digital media, and outdoor displays, advertising enables businesses to reach potential customers and differentiate themselves from competitors.
Businesses gauge the success of their advertising efforts through various metrics such as sales revenue, website traffic, lead generation, brand awareness surveys, customer engagement metrics, and return on investment (ROI) analysis. By tracking these metrics before, during, and after an advertising campaign, businesses can evaluate its impact and make informed decisions for future marketing strategies.
Advertising formats vary depending on the medium and platform used. These include traditional formats like print advertisements, broadcast media, outdoor advertising, and direct mail, as well as digital formats such as online advertisements, social media promotions, search engine marketing, email marketing, and influencer collaborations.
Ethical guidelines in advertising encompass honesty, transparency, respect for consumers' rights, sensitivity to cultural differences, and environmental responsibility. Advertisers should avoid false or misleading claims, obtain consent for data usage, avoid stereotypes or offensive content, and promote sustainability in advertising materials and practices. Upholding ethical standards helps businesses build trust with consumers and maintain a positive brand image.
Pay Per Click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked. It works on a bidding system, where advertisers bid on keywords relevant to their target audience. When users search for these keywords on search engines or visit websites displaying PPC ads, the search engine or ad network auctions off ad space in real-time. The ads are then displayed based on a combination of bid amount and ad relevance, with higher bids and quality ads typically receiving better placement.
PPC advertising offers several advantages for businesses, including immediate results, targeted advertising, measurable results, and flexible budgeting. Advertisers can drive targeted traffic almost instantly, reach specific demographics and locations, track key metrics, and have control over their budget, making it suitable for businesses of all sizes.
Creating an effective PPC campaign involves several key steps. Start with thorough keyword research to identify relevant terms, then craft compelling ad copy that highlights unique selling points. Ensure your landing pages provide a seamless user experience and align with your ad's message. Manage bids effectively to balance ad position and cost-effectiveness, and continuously optimize your campaign based on performance data to improve results over time.
Some common pitfalls to avoid include poor keyword selection, weak ad copy, ignoring quality score factors, lack of conversion tracking, and overlooking negative keywords. Choosing irrelevant keywords, writing unclear ad copy, neglecting ad quality factors, not tracking conversions, and forgetting to use negative keywords can lead to wasted ad spend and lower ROI.

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