SEO, SEM & Paid Media
It used to be that an advertiser paid a publisher or a broadcaster for a fixed number of impressions. Advertising agencies planned and executed these media buys, keeping a percentage for themselves.
Today, that old-school definition of media makes little sense. We pay Google by the click (CPC), affiliates by action (CPA), agency fees for social media campaigns (SMM) and only sometimes do we pay by impression (CPM).
The trick today lies not only anticipating which combination of media will provide the best results but just as important, optimizing expenditures across all media. This is difficult to do if you live in a silo, whether that silo is a specialist SEO company or a multi-national's SEM practice. At Digital Axle, clients benefit from our expertise at:
- SEM: We are experts at planning, keyword research and copy across all major search engines including Google (Adwords), Yahoo! Bing, Ask and Alta-Vista. We also find low cost opportunities on second and third tier search sites. We believe the long-tail offers substantial opportunities to smaller clients
- SEO: Search Engine Optimization specialists are noted for their lack of transparency. At Digital Axle, we tell you everything that we will do for you. No secrets. We take a three pronged approach addressing keyword content, technical SEO and inbound linking as three distinct disciplines.
- Media Buying: We acquire media for clients in two ways. We plan and buy online publishers and networks as an agency. Separately, we create customized ad networks from our own owned inventory for clients whereby we are able to provide online ad inventory at low fixed costs for advertisers interested in bulk media buys.
At digital axle we begin by benchmarking everything we can. We project return on investment (ROI) and create success metrics and then we test, test, test. We find winners. We kill losers. We apply lessons learned across channels and provide analytics and reporting on a real time basis. When we can, we're willing to put our own skin in the game and structure our compensation based on cost-per-lead (CPL) or CPA.
To find out more about how a silo-free, channel-agnostic approach to online media planning, buying, analytics and optimization can measurably benefit your company's image or your product's sales. Contact us here.