Cogney divides online advertising into two big buckets, search engine marketing and all other online advertising.
Search Engine Marketing (SEM)
SEM concerns advertising which shows up in search engines such as Google, Yahoo and Baidu. The success of an SEM campaign largely depends on optimizing its content based on the same principles employed in search engine optimization. That being the case, an agency with Cogney’s established prowess in SEO can give your company an invaluable edge in the very competitive and technical world of SEM.
All other online advertising
Beyond search engines, Cogney’s service offering includes email marketing, social media advertising (Facebook and Instagram) and banner ads (served on other websites). Though the setup and targeting required for these other types of ads is different than search engines’, there are large areas of overlap and, therefore, Cogney has parlayed its leadership in search into strong expertise in these other areas of digital marketing.
Pick the approach that suits you
Whereas SEM is a complete digital marketing solution for many companies, the absence of visual imagery inside Google Ads does mean that it can be more difficult to communicate certain kinds of content or messages. Seeing a sparkling diamond ring in a banner ad is very different than reading a line of text which touts the same thing, “Best Selection of Gorgeous Engagement Rings.” Similarly, companies whose killer app is high design might want to show their wares directly instead of trying to describe them in words. As well, Facebook and banner advertising permit very fine-grained targeting by enabling advertisers to serve ads to members of a specific group or readers of specific online publications. Therefore, depending on your commercial and brand-building objectives, you might want to supplement your SEM campaign with a banner or Facebook ad campaign.