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MA Y 2017
46 Marine Electronics Journal May/June 2018
wanted to learn more about how this ad
came to be, so I called Patrick Tewes,
who owns MES in Annapolis, MD, to
learn about their approach to digital
marketing. They had just begun a six-
month advertising campaign using Google
Ad Words. Online and digital marketing is not
new to the folks at MES; they spend a lot of
time and effort on their website, e-commerce
site and Facebook page.
SENSE PUMPING UP PROFITABILITY
As an avid Internet surfer, it isn’t too surprising to me to see advertisements pop up on the Web
for items and projects I am researching. Recently an ad popped up from a local business, Marine
Electric Systems (MES), which I had not noticed advertising on the Internet in the past. It seems that I fit the
profile of a potential customer and the advertisement seemed to follow me around the Web!
Since they were new to paying for advertising on the Internet, they decided to work with
a consultant who is certified by Google for
Ad Words online advertising. MES started with
a six month AdWords campaign on a fixed
monthly budget. The consultant manages the
campaign, including making sure the advertising money is spent proportionally. This allows
their advertisements to run throughout the
month and not burn through the budget in a
BY STEVE KATZ
Marketing tips for the
Ifew days, which can easily happen depending on the values you use for your conversion bid- ding. The consultant regularly reviews ad placements and content with MES to be sure the right ad is shown to the best potential customers.
Patrick says it’s too early to tell how effective this advertising is, though he is looking
forward to some positive results. Patrick was
quick to mention that his traditional website
has been extremely beneficial in attracting
customers. Just recently, a business was
searching for a local marine service company
to perform electrical and electronic work on a
large work vessel and found the MES website.
The business emailed MES through their
“contact” website page: no phone calls, no text
message, just a simple email from the prospective customer. Since MES staff constantly
monitors email, they quickly replied to the
potential customer and got that job and a lot
of additional work once they started.
He says their website includes pictures and
descriptions of the work they routinely perform, which allows them to demonstrate their
capabilities to potential customers 24x7.
Google AdWords as used by MES is very
popular, but there are many other digital marketing platforms including: