We do not have a typical client and we do not have a typical solution. Every client with whom we engage brings a unique set of circumstances and challenges. We address each client’s needs by working with both proven and cutting edge Google tools, and by developing strategies that use some or all of the following tools:

  • Search Engine Optimization (SEO)
  • Social Media Optimization
  • Reputation Management
  • Pay Per Click (PPC) Advertising
  • Content Marketing
  • Brand Activation
  • Customer Engagement
  • Graphic & Web Design Services

Our approach

First, we work to understand your current situation by identifying your target customers, main competitors and the market trends and conditions that impact you. Then we work to understand the current state of your marketing by comparing your goals and budget to your existing marketing strategy and channels.

Next, we work to understand your desired situation by articulating your top priorities, prioritizing the marketing projects you currently have underway, and analyzing the challenges that you anticipate and encounter.

Then we then develop a strategy to get you where you want to go. We do this by leveraging all of the tools, support and acumen at our disposal to make Google work for you.

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Technology, Coding & other Nerdy Stuff

Technology is essential to the modern online business.  One major challenge is that businesses get caught up in technology issues rather than focusing on business goals.
At Advertising Partners we believe in a user-centered approach.  Our Google-certified staff has the experience and acumen to handle the technology side.  We utilize extensive training and exceptional technology tools to maximize your budget, and we deliver powerful results.  Our approach reduces acquisition costs (average cost per click for ad campaigns), while we allow consumers to engage with products and services.  By implementing precise, well-executed plans, we can utilize best of breed technology that helps our client focus on the goal – profit.

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Best Practices – our expertise at choosing the right tools sets us apart from the rest!


Content Best Practices

Planning is at the heart of a great content marketing strategy.  A plan is initially informed by aligning messaging with business goals, then auditing existing copy, photography, video and artwork for integration.  From this we can write the story.  Next, we curate content that leads to social engagement.  By establishing a set of engagement guidelines for content development, we can ensure that all site content is indexed and searchable leading to lower costs and more visibility. The key to the success of any content strategy is testing what drives conversion and ensuring that this story continues with sales and promotional messaging.

Structural Best Practices

Bulletproof  site architecture built on proven technology that limits site bloat, rock solid hosting, and fast deployment infrastructure are order contenders, not winners these days. Frontend responsiveness to comply with over 200 phone, tablet, & desktop modalities including backup, bug tracking, language, and currency compliance for any scenario are must-haves, not options.  Integrated APIs and Plugins that provide insight and tracking capabilities streamline forms and enhance conversion and up-selling require a team with experience, training, and top tier troubleshooting capabilities.  

Social Media Management

Social Media goals rely heavily upon planning and coordination. The objective is to get people engaging with a brand, and making a company feel like a person.  By responding to posts through active listening, we can help you create a persona of your brand.  Fresh content, if it is meaningful, will help to build a fanbase and this should be deployed in a systemic, consistent, and well-tracked format that follows best practices and proper workflow.  Quality copy, imagery, and video that compels engagement requires the development of an editorial calendar that focuses on sales, timing, and trend tactics. 

AdWords Management

With deep knowledge of the Google Ecosystem and strong personal connections to Google,Inc we deliver  compelling on-message Ads that utilizes best practices and reduce costs.  This makes your website a true asset as Ads become a profit rather than a cost center.  Our teams are certified in AdWords Fundamentals, Advanced Search Network, Advanced Display Network, and Advanced Video Network.  We are also part of the Gmail Sponsored Promotion program.

Messaging Development

Calls to action (CTA) drive consumer behavior.  If you want a customer to buy your must tell them, if you want them to sign-up, ask them.  Content Messaging must support either a Brand Enhancement or Direct Response Campaign consistent with your company’s identity and consumer promise.  By establishing A/B testing environments with Goal Setting that is tracked using the Google Analytics API, we will help find the communication message that works everytime.

eCommerce & Google Merchant

Store Merchandising, Web Design, Web Development, Support and Maintenance that support User Interface workflows that vastly reduce costs and responsibilities of in-house resources are our mainstay. Commerce sites are built using industry-standard best practices to reduce risk, limit maintenance, and remove downtime.  By using the principles provided by Google guide our page layout and coding practice, we can reduce advertising costs and enhance customer experience.

Google is in our DNA

Your customers go everywhere; shouldn’t your analytics? Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones.

An ad click here, a page view there, a video watched on a tablet before bed… but which one clinched the sale? Google Analytics has the latest in full-credit measurement, so you see all the stops people take on the road to action. The result: a measurable way to improve campaigns and reach new audiences as they go through their days.

What are video ads?  Any video uploaded to YouTube can be an ad. Video ads appear before other videos on YouTube, beside playing videos and in search results.

What do ads cost?  You have complete control over your daily budget, so you can spend what you’re comfortable with.  Plus, you only pay when someone engages with your ad. If they skip it before 30 seconds (or the end) you don’t pay a cent.

Who can I target?  YouTube has a variety of targeting options that help you reach the right customer for your business. You can target by age, gender, location, interests and more.

How do I measure the results?  YouTube has built-in Analytics that make it easy to see how your ad performs. You can also make adjustments to your ad at anytime, and run multiple ads at once to see which works best.

Attract more customers: Whether you’re looking to bring in new website visitors, grow online sales, get the phones ringing or keep customers coming back for more, Google AdWords can help.

Advertise locally or globally: Target your ads to customers in certain countries, regions or cities – or within a set distance from your business or store.

Reach the right people at the right time: Your business gets found by people on Google precisely when they’re searching for the things that you offer.

No visit, no fee: Signing up for Google AdWords is free. You only pay when someone clicks your ad to visit your website, or calls you. In other words, when your advertising is working.

Start with any budget: You set your own budget, so your costs will depend on what you are trying to accomplish with your advertising. Some businesses spend tens of thousands of dollars a month, and others are comfortable investing several hundred thousand.  While our average client spend is around $50,000 per month the best practices we have learned can apply to both larger and smaller clients.

Google search results: Product Listing Ads appear in their own box on Google search results above or to the right of organic search results. Search results on Google Shopping are built on Product Listing Ads. Shoppers can discover, compare and purchase products directly from your store.

Smartphones and tablets: Product Listings Ads are featured across multiple devices. Reach customers on the go whenever and wherever they’re shopping.

Google Trusted Stores: Google Trusted Stores is a badging program that could improve your conversion rate and average order size by reassuring potential customers that you offer a great shopping experience. The Google Trusted Stores badge appears next to your Product Listing Ads in your Google Shopping search results and in your product description pages.

Merchant Promotions: Google enables retailers to distribute their promotions on multiple Google properties including Google Shopping, Google Offers, Google Wallet and more. Retailers can differentiate their product listings in Google shopping search results, drive in-store traffic through location-based promotions and reach more online consumers.

“We can’t solve problems by using the same kind of thinking we used when we created them.” -Einstein