PA Student Diaries

• Austin Web Design
• Austin Web Design
• Marketing

Advertisements online have come a long way since their early days; once fairly rare and exceedingly expensive, online ads today are nearly ubiquitous and can often be purchased for negligible amounts, making it more attractive to purchase multiple ads –a trend which some might say is responsible for a modern overabundance of advertisement on the web. But whether personal views point towards a surplus of advertising or not, it’s well-established that when done correctly, advertising can greatly add to the value of a company’s online efforts. This idea certainly holds true for local businesses, many of which may be used to focusing their advertising efforts on printed media and other conventional conventional outlets. The precise format of the advertisement, along with how and where it is placed, are centrally important aspects of online ads for local businesses.

Though the visual design of an advertisement along with its textual content may seem to be the most pivotal aspects of an ad, these elements, though influential, often take a backseat to how the piece itself is presented. There are many formats available for online ads, from those that focus on small blocks of attention-getting text to those that consist primarily of images, with scores of options in between. Online advertisements for local businesses may be created and displayed in the form of banners or buttons, or may be comprised of a few descriptive lines. Deciding which option allows a company to express itself and convey its message in the most effective way –all while keeping costs within budget, of course– is a preliminary step for most advertising campaigns.

The context in which an advertisement is displayed can also have a significant impact on its efficacy in reaching audiences and creating the desired impression. A website that is relevant to the company’s industry and message can serve as a much better vehicle than one which has little or nothing to do with the content of the advertisement; catching the viewer’s interest by offering information, entertainment, or insight on a subject which they’ve already encountered online is likely to result in more positive impressions. Often, the most attractive online advertising spaces are those contained within major sites such as national news outlets or especially popular blogs, but such mediums may hold little interest for local businesses, who hope to focus their audience within a tight and specific geographic location.

While there are many considerations to be made in the construction and deployment of an internet marketing campaign for a local business, paying close attention to the way in which advertisements are created and displayed can help them produce greater benefits for the business. Knowing not only what an advertisement should say, but how, where, when, and why it should say it, can give firms excellent positioning for convincing potential customers to work with them, and to associate them with positive virtues. When great, relevant online ads are made, local businesses can watch their successes take flight.

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Daryl Clark has ten years of experience in Internet marketing and search engine optimization (SEO). As a result of his expertise, three of his client’s were able to sell their companies in deals valued in the multi-millions. Of those companies, one collapsed in the dotcom bust. The other two companies; ed2go – www.ed2go.com and Gatlin Education Services – www.gatlineducation.com are authoritative websites in the continuing education industry. Gatlin Education Services has more than nine hundred and fifty #1 Google rankings and more than 7,000 rankings in the Google Top Ten.

Daryl started his first Internet marketing and SEO consulting website in February of 2000. That website still exists today: www.emarketing.com and still ranks in Google’s top ten for the term Internet Marketing Consulting.

Daryl started www.internet-search-marketing.com in November of 1994 with the goal of providing affordable and trust worthy SEO and Internet marketing consulting to medium sized businesses. He is an annual speaker on SEO and Internet marketing at The New University Exchange held at National University in San Diego – http://thenewuniversityexchange.org/

Prior to his Internet experience, Daryl spent twelve years in various sales management positions with Bose Corporation. At Bose he was voted, “Manager of the Year,” of their largest sales division in 1997. He has a Bachelor’s Degree in Marketing from Missouri State University and was a United States Peace Corps Volunteer in the Republic of the Philippines.

Daryl’s client base covers a wide variety of industries, products and services. Clients include a freight broker training school (www.brooketraining.com), two national publishers of books (www.bnibooks.com – www.peerlessinstitute.com), a custom glassware company (www.glasswithatwist.com) and clients in at least twenty different industries. As of today, Daryl has no clients whose websites and businesses have not seen sales growth, website traffic growth and improved search engine placement as result of working with his firm. Daryl believes in relationship based transactions not transaction based relationships.