Griffin & Co. | Strategic Marketing

PPC Strategic Marketing

Using Google to find your customers.

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You use it, your friends use it, your family uses and guess what - Your customers use it. Google, the number one search engine, processes over 3.5 billion searches per day. Griffin & Co. uses search engine strategic marketing to help your company be chosen among the competition.

Why Use Google Ads?

Google Ads (previously Google AdWords) delivers your company’s message to people at the same moment they’re searching in Google for the products and services you offer. Whether they are using their phone, desktop, laptop or tablet, Google Ads directs them to your website and provides you with the opportunity to close the sale or gain a lead with your website.

How do Google Ads work?

When someone searches for anything in a search engine, such as Google, Yahoo or Bing, they are presented with a search engine results page (SERP). Through paid ads, your business has the opportunity to be listed at the top of the results page, which is what we refer to as SEM, or Search Engine Marketing. Alternatively, SEO, or Search Engine Optimization, is the process of improving your website’s searchability by writing new content, adding blogs and using keywords to organically rank your website without using ads.

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SEM vs. SEO Example

In the example shown, searching “Hotel Arlington VA” yields a paid ad at the top, while other results have shown due to a combination of SEO tactics and the already large traffic their websites receive.

Why Use Griffin & co. Strategic Marketing?

A Google Ad is more than a sales pitch. You need the right keywords, the right ad copy, the right targeting and the commitment to reworking those same aspects over time to improve your CTR and Quality Score. Griffin & Co. incorporates strategic marketing into the full process. We’ll help you identify the right audience, your competition and the right messages to use. We’re a marketing firm, first and foremost, which means we build strategic concepts into all areas of search engine marketing.

Whether your budget is large or small, Griffin & Co. can help manage your Google Ads or Bing Ads campaigns. We constantly track and adjust your ads to keep them fresh and up-to-date, both search and display.

Google Ads management starts for as low as $50 per week.

Google has recognized David Griffin, Griffin & Co.'s Founder and Director, as a Google Ads certified professional, meaning that he has passed multiple assessments that assess his product expertise. David is qualified to help you grow your business on the web using Google Ads.

Learn more about our marketing approach.

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Audience Identification and Analysis


Audience identification and analysis is a starting point when developing a marketing strategy. A business cannot market to a customer without knowing who that customer is and where to reach them. Questions we seek to answer include:

  • Who is your audience

    • Demographics

    • Psychographics

  • What information are they looking for?

    • What solution are they searching for?

    • What problem do they have?

  • Where would they look to find this information?

    • Close friends and family members?

    • Online reviews?

    • Social Media?

  • How often are they looking?

  • What factors influence their decision (psychographics)

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Competitor Analysis

Competitor Analysis

Just as with knowing your audience, knowing your competition is key when building your plan. You should know what your competition is offering and how it differs from you. Questions to answer include:

  • Are there any variations in your competition’s target market vs your own?

  • Where are your competitors spending their marketing dollars?

  • How much of their market share are you looking to take?

  • What do they offer that you do not?

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S.W.O.T. Analysis

S.W.O.T. Analysis

With any strategic marketing plan, a SWOT analysis should be conducted. Opportunities and threats can present themselves clearer when time is taken to look at each one. A SWOT analysis helps answer such questions as:

  • Where are there profit opportunities?

  • What can your improve upon?

  • What resources do other businesses have that you may not?

  • Have there been any market developments?

  • Has there been any change in market demand for your products or services?

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Marketing Message Analysis

Marketing Message Analysis

What are you currently communicating about your products, services and perhaps most importantly, your overall brand? Your company may have the perfect solution to your market’s problem, but are you communicating that correctly and effectively? Sometimes, we need to reevaluate the message we are sending. When reviewing or creating the marketing message, here are some questions we look to answer:

  • What are all of the current messages you offer?

  • What is your 15-30 second elevator pitch?

  • What unique message resulted in a new customer for your vs your competition?

  • What are four items you would like to convey to customers?