SEM, SEO, PPC, & PPA

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The Internet allows you to reach prospective customers all over the province, the country, the continent and the world. KLynn can help you develop an online search engine or advertising strategy that will help you access prospective customers in a carefully measured online campaign. To do this, we combine a variety of methods to help you reach new prospects. 

Search Engine Optimization (SEO)

If you were to do a Google Search for "Cobourg Business Consultants" the first page of the results would likely show results similar to those shown below.

Of the three listings shown, the first is a so-called "organic" listing. This means that Google has provided this information to you because they feel it is information relevant to what people want when they use the search term "Cobourg Business Consultants". KLynn did not have to pay for this listing.  This listing was accomplished by using SEO techniques.

The second list is a "directory listing" from Cylex.  Cylex is an online business directory that lists local firms for viewing.  KLynn pays a small annual fee to be included in this directory.

The last listing is a Yellow Pages (tm) listing. In this example, KLynn does not buy Yellow Pages ads because it can get better placement in search results using SEO and much less expensive directories.

KLynn specializes in search engine optimization services to manage the placement of your website listing on search engines such as Google, Bing, and Yahoo! In the long run, SEO is the most cost-effective "advertising" you can do.  Whether your website was developed by KLynn or not, contact us if you would like to find out how our SEO services can get you more website traffic and leads.

Search Engine Marketing (SEM)

SEM includes SEO but also includes a form of paid online advertising. If you were to search on Google for the term "cookbooks" you would likely get some results similar to what you see below:

The areas circled in red, are advertisements included with, and relevant to, the search results. If you click on one of these advertisements, you  will be directed to a new website or landing page to learn more about the product or service offered.  The companies placing these ads only pay if you click on the ads. These ads can be tightly controlled with respect to budget, placement, visiblity and the time of day in which they display.

Other SEM opportunities exist also. Advertising in search engine map results, related "display" ads and other opportunities exist as well, and all are available either without charge or on a PPC basis (see below).

All in all, SEM can be a very powerful, effective, yet tightly controlled way to get a product visible on the web quickly, or to test-market various products or services. KLynn can design an entire SEM campaign, including SEO, to meet your objectives and to fit your budget.

Pay-Per-Click (PPC) or Pay-Per-View

PPC and related advertising methods are similar to search engine ads but are available on a much wider range of online venues.  PPC ads also are available in a much larger variety of sizes and setting such as "banners" in the header of a web page, or in the "sidebar" of webpages.  Using PPC ads can be a great way to be visible to a very specific audience.

Pay-Per-Action (PPA) 

PPA campaigns not about "clicks". Instead, these campaigns are generally directed through online "affiliates" and focus on obtaining a particular end-result.  For example, if you were offering car insurance, you might want a PPA campaign where you paid for a specific result - perhaps requests for quotations.  If you were a bank, the action you paid for might be opening a new savings account. The benefit of PPA campaigns is that they give you a very specific result and your cost is directly tied to the result. (the Amazon ads to the left is an example of an affiliate-based advertising campaign -- in this case, KLynn is the affiliate).

It's a lot to digest...

Online advertising campaigns are more akin to direct marketing campaigns than conventional print advertising. But the benefit is that they can tightly targeted and the cost tightly coupled to specific results -- something not often possible for print advertising.

KLynn can help you with online marketing campaigns. We can architect the campaign. We can trial it to validate results, and manage a rolll-out of the campaign based on the results. If you would like to know more about online marketing campaigns, call us, We'll walk you through the process from start to finish.