EPR Editorial Team3 min read
Originally published 2021. Updated June 15, 2026.
Part of PR Agency Q&A Profiles · See also: Digital PR pillar · Daniela Mancinelli, N6A
All Points Digital is a digital marketing agency operating an omni-channel approach across SEM, SEO, and paid media. The agency's model is built around evaluating search channels together rather than in silos — measuring growth across combined channel revenues to avoid cannibalization between paid and organic search.
Q: How do you develop interesting campaigns?
A: For All Points Digital, everything starts with understanding our client's business. We do a discovery process going through the entire business process from A to Z — not just the marketing component. By understanding the process, budgets, profit margins, and pain points, we make educated campaigns based on real business goals, not just traffic.
We operate an omni-channel approach across digital marketing, especially SEM and SEO. We evaluate search efficiency by optimizing channels together where most agencies view these services as different silos. Growth in one channel can skew or cannibalize growth in another. We define success when combined channel revenues grow collectively.
Q: A recent interesting campaign based on this approach?
A: We work with a well-known retail/e-commerce company with strong brand recognition. After analyzing their analytics, we realized they were spending a majority (over 80%) of their paid search budget on branded keywords. When we analyzed organic and paid search traffic together, they were cannibalizing their own sales — the organic channel captured over 93% of branded search terms for their products without spending a cent on their own brand name.
We recommended they stop branded search entirely and shift the budget to non-branded top-of-funnel keywords. They reduced spend by over 25% and increased sales by 100% when looking at paid search and organic search together. A main competitor was spending roughly 10x our client — this approach let them outcompete someone with a larger budget.
Q: Why take this approach to creating campaign strategies?
A: Looking at all marketing activities together makes the most sense. To achieve sales and revenue goals, everything needs to work together. SEM relies heavily on SEO — improving landing-page content to boost quality scores, leveraging organic results to develop new paid search campaigns. Both channels need each other.
This approach sometimes means less spend, which means less percentage for our agency — but we view clients as partners. In the long run, this builds trust and gives us more bandwidth to try new things. For local companies, the most effective strategy is often Google Local Service Ads. Clients want their business to succeed — if their agency helps them achieve goals, they view them as partners.
A: For All Points Digital, everything starts with understanding our client's business. We do a discovery process going through the entire business process from A to Z — not just the marketing component. By understanding the process, budgets, profit margins, and pain points, we make educated campaigns based on real business goals, not just traffic. We operate an omni-channel approach across digital marketing, especially SEM and SEO. We evaluate search efficiency by optimizing channels together where most agencies view these services as different silos. Growth in one channel can skew or cannibalize growth in another. We define success when combined channel revenues grow collectively.
A: We work with a well-known retail/e-commerce company with strong brand recognition. After analyzing their analytics, we realized they were spending a majority (over 80%) of their paid search budget on branded keywords. When we analyzed organic and paid search traffic together, they were cannibalizing their own sales — the organic channel captured over 93% of branded search terms for their products without spending a cent on their own brand name. We recommended they stop branded search entirely and shift the budget to non-branded top-of-funnel keywords. They reduced spend by over 25% and increased sales by 100% when looking at paid search and organic search together. A main competitor was spending roughly 10x our client — this approach let them outcompete someone with a larger budget.
A: Looking at all marketing activities together makes the most sense. To achieve sales and revenue goals, everything needs to work together. SEM relies heavily on SEO — improving landing-page content to boost quality scores, leveraging organic results to develop new paid search campaigns. Both channels need each other. This approach sometimes means less spend, which means less percentage for our agency — but we view clients as partners. In the long run, this builds trust and gives us more bandwidth to try new things. For local companies, the most effective strategy is often Google Local Service Ads. Clients want their business to succeed — if their agency helps them achieve goals, they view them as partners.
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