The Power of the Click

By Richard Scheufler, Senior Marketing Consultant

At VIB Marketing Agency, I have been approached by an increasing number of potential clients whose ranking and organic web traffic have been severely affected by Google’s recent changes to algorithms associated with page ranking. I have also seen clients’ investment and returns in Search Engine Optimization (SEO) rapidly decline. It has become more evident lately that savvy companies must rely on multi-faceted marketing campaigns that include pay-per-click (PPC) and social media marketing (SMM) to restore their ranking and traffic. Applying the instantaneous sprint of PPC, supplementing with the marathon that is SMM, and aligning these strategies with other forms of online and offline marketing has helped our clients stay on top and win the race.

Back in November 2013, the world was already debating and witnessing the decline of the market and ability of SEO. Forbes Magazine discussed Google’s decision to limit analytics as one of the main forces that is catapulting businesses toward paid search in an article entitled Will 2014 be an SEO or PPC Year for Marketers? Forbes reported that “72 percent of businesses surveyed reported they plan to spend more on PPC in 2014. Google AdWords was by far the area where businesses planned to spend the most money on paid search, followed by Bing Ads, display networks, and Facebook.”

Pay-per-click advertising is immune to search engine algorithm changes. It is the quickest and best way to overcome the reduction in organic search traffic that used to be driven by search engine optimization. Best of all, it can put you at the top of the first page of search engine results, delivering significant and relevant traffic on the very first day.

One of the main advantages of pay-per-click is precisely targeting your ad to customers exactly at the very moment they are searching for a product or service such as yours. The one major con of PPC is the expense. A poorly managed account can take you through the floor faster than it could rocket you into the stratosphere, which is why it is very important to find an experienced agency that is qualified to manage your strategic pay-per-click campaign.

The power and instant change that PPC can create is second-to-none. The top PPC companies are Google AdWords, Bing/Yahoo and AOL. Google AdWords is the top PPC provider with over 80% of the market. PPC offers many tools that help to effectively reduce expense/risk and increase success. My favorite is tracking code, which allows you to track which keywords lead to conversions.

Social media advertising is also experiencing rapid growth in 2014. Over 60% of marketers have advertised on social media and 57% have dedicated teams managing and optimizing their campaigns. 64% of advertisers expect to increase their budget and the majority of businesses are advertising on Facebook and Twitter.

With Facebook reporting 802 million daily active users and 1.28 billion monthly, it’s no wonder! As time progresses, a properly managed social media presence can become one of your most profitable, powerful and economical marketing/advertising tools.

SMM delivers multiple benefits from one investment. It can increase your website’s organic ranking as users visit and link to your site; generate leads and sales; and foster loyal customer relationships, which will further enhance ROI. Social media advertising platforms are extremely sophisticated at delivering highly relevant ads to an extremely targeted audience. Using an individual’s self-reported data, web history and buying habits, social media delivers ads that align with users’ interests, increasing the likelihood that they will act.

Advertising on Facebook, Twitter and LinkedIn can strategically target a large portion of your audience, and it is typically more economical than PPC. However, it does not deliver the instantaneous results and high click-through/conversion rates that PPC does, so I recommend applying both strategies in tandem for the greatest impact.

None of the tactics I’ve mentioned will work alone. In order to stand out amongst your competition in this rapidly changing marketing environment, you must engage in as many effective channels as your budget allows. Based on my clients’ experiences, these channels should include PPC (AdWords, Bing/Yahoo, AOL) and social media advertising (Facebook, Twitter), complemented by other forms of digital marketing like emails, e-newsletters, blogs, and directories as well as offline advertising and direct mail.

In order to increase the likelihood that your campaigns are effective and your message aligns across all channels, it is in your best interest to have one agency handle your PPC and SMM. All of your campaigns should work in tandem, because a patchwork campaign run by multiple agencies runs the risk of distracting your audience and hurting your ROI. Your PPC ads should feature the same messages, landing page and promotions that you are featuring in you social media.

Need assistance with your strategic online advertising and marketing campaigns? It would be my pleasure to assist. Call me at 440-984-7049 to discuss your project.


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VIB Marketing Agency Offers More Than $100K in Free Pay-Per-Click Advertising to 501(c)3 Non-Profit Organizations

JULY 2, 2014 (VERMILION, OH) – VIB Marketing Agency has an opportunity for 501(c)3 non-profit organizations to get $120,000 per year in free pay-per-click advertising to promote their mission and initiatives through a generous donation from one of its affiliates. As a Google Partner certified in AdWords best practices, VIB Marketing Agency is offering this promotion throughout the month of July in honor of Independence Day.

Foundations and charities are at the heart of what makes this nation so great. People who support non-profits help drive social improvement; fund research that battles disease; provide educational programs; address environmental and ecological disasters, and contribute to a host of other social services. One of non-profits’ biggest challenges is fundraising and raising donor awareness. Dollars that are spent on advertising would be better spent funding the cause these organizations support.

VIB’s initiative is a way for business owners, Richard and Alexandra Scheufler to continue their lifelong mission of helping others and supporting their community, by helping non-profits prosper, drive awareness of these causes and achieve their mission. “The massive amounts of highly targeted, relevant traffic we’re able to drive to an organization’s website with $120,000 in pay-per-click advertising will significantly increase awareness and make it easy for people with an interest in the organization’s mission to support them,” explains Alexandra.

The husband-and-wife team has made active community service a part of their lives, teaching chess to kindergartners, coaching youth sports and tutoring kids, and it’s a quality shared by VIB’s entire staff. “We love helping people and finding ways to help them achieve their dreams, as we’ve done with our business clients. This is all about putting money where our mouth is, and we recognize that non-profits are able to make a big difference in people’s lives,” says Richard.

By applying their professional expertise in AdWords pay-per-click, using a channel searched by more than 11 billion people monthly, VIB Marketing Agency is able to help non-profits reach considerably more people than traditional advertising methods with limited budgets.

“In order to take advantage of these free advertising dollars, the account has to be managed on a monthly basis,” Richard explains. “We can help organizations manage their accounts by utilizing tried-and-true systems developed through our certifications and pay-per-click advertising experience.” VIB has reduced advertising management fees by 66 percent in the month of July, in order to allow non-profits of any size to take advantage of this promotion. Interested parties can contact VIB at 440-984-7049 to learn more and take advantage of this promotion.


About VIB Marketing Agency, LLC
VIB (Very Important Business) Marketing Agency is a full-service nationwide marketing firm based in Vermilion, Ohio that specializes in search engine advertising, social media marketing, copywriting, website management and public relations. Founded in 2014, they currently serve clients in California, Florida, New Mexico, New York, Ohio, Pennsylvania, and Texas.

Alexandra Scheufler
VIB Marketing Agency

Media Was Social Long Before Facebook and Twitter

When people say social media, most people today think “Facebook” and “Twitter.” But social media was in development long before Facebook. Anyone remember Myspace and Classmates? In fact, social media encompasses much more than the social networks that most people today associate with the term.

Genie_blog My first exposure to social media was in elementary school, circa 1989. My local library had a couple of Apple IIGS computers, and my older sister’s friend showed me how to connect and chat with other people around the country using GEnie. The platform was simple, with black screens and green letters much like a DOS window, and functions were typed rather than clicked. I didn’t know what I was doing at the time, but I distinctly remember that the connections made across keyboard were social and entertaining. They were also informative, as users across the country posted questions to discussion boards and received answers from others who happened to see their query.

We got our first real home computer in 1991 (I’m not counting the eight-track-like device that plugged in to our TV to play cartridges like Math Baseball) – a Macintosh LC. We also got a subscription to the revolutionary dial-up Internet service America Online.  Despite the mind-numbingly slow connection speed, AOL provided a pretty user interface and clickable interaction that was incomparably sophisticated to preceding tools. With AOL, I got my first email address, although it was a number of years before I knew anyone else with email. I also got access to AOL’s range of chat rooms that allowed people to connect with each other in real-time.America Online logo 1991

Blogs are another social media and predecessor to today’s social networks. They provided a format for people to share their expertise on a topic and a platform for readers with a shared interest to learn more about that topic. Dedicated blog readers still prove to be an engaged group. Just as today’s social networks offer forums for discussion on a particular topic or business, blogs continue to attract a targeted audience of people grouped together by their interests, which fosters conversations, .

Blogs offer the same benefits to a business as they do to an individual. Blogging can establish you or your company as an expert by sharing relevant information and creating conversations under a branded umbrella. While companies should take care not to overwhelm their blog feed with content about their own products and services, it is absolutely appropriate to incorporate your own messages periodically when it makes sense. Plus, if you’re a valuable resource for existing and potential customers, they’ll most likely start talking about your brand’s benefits for you.

Back to email, which my friends finally started using regularly my freshman year of college. My college professors took advantage of my generation’s new affinity for digital communication and started emailing syllabi and other course information to students. This blending of personal and enterprise information hinted at major shift that paved the way for email marketing.

Capitalizing on our desire to communicate quickly with our friends and family, marketers began compiling our email addresses and sending information about their business directly to our inboxes. Companies were getting messages directly in front of customers, and these messages were being sandwiched in between personal messages. Social Media Word Cloud

Social networks like Facebook, Twitter, LinkedIn, Google+ etc. have combined the most effective and engaging characteristics of their primary predecessors: forums, chat rooms, blogs, and emails, in a platform that allows people to share information that interests them both instantaneously and publicly. These modern versions of social media also compile both personal and business information in the same place. These features make social media ideal tools for marketers to reach customers.

Similarly to email, people login to social networks on a daily basis, and most of them don’t use separate profiles for their friends and the businesses they like. (In fact, Facebook terms of service don’t allow a person to have multiple personal profiles.) That means that your posts deliver alongside their friends’ posts, similarly to email. Furthermore, we can all appreciate the benefit of sharing information instantly – patience may be a virtue but it’s in limited supply nowadays – yet social media also allows users to interact or respond when it’s convenient for them. Marketers benefit from people sharing publicly: a click, comment or recommendation is the modern equivalent of word-of-mouth marketing.

So, as you can see, while we’ve only been talking about social media marketing for the past seven years or so, it’s been a long time coming, and we have no doubt that it’s going to continue to evolve. In today’s marketing environment, social media is an essential component of your overall marketing strategy.