Guide to Server Management

Guide to Server Management

Modern server room showcasing advanced server management technology and efficient IT infrastructure

Burning questions lead to best practices for virtual server management

Tips on tying physical and virtual server management together

By Denise Dubie

The hottest thing in server management these days is taming the virtual server beast.

Server virtualisation makes it possible to run multiple applications and operating systems on fewer hardware resources, which appeals to many IT managers looking to improve utilisation. According to a recent Forrester Research poll, respondents have virtualised about one-quarter of their servers and plan to have close to 50% virtualized in two years. As enterprise IT teams look to broaden their server virtualisation deployments, it’s important to get in front of the management challenges.

 

For those who are struggling with how to manage virtual machines, here are answers to six important questions.

1. What's so tough about managing virtual servers?

Some will tell you that managing virtual machines varies little from managing physical servers, and others will say it depends on what you’re managing. But all agree you need to have a comprehensive management plan in place before widely deploying virtualisation in production environments.

“Management is not a single discipline. It can range from business continuity planning to patch management,” says Andi Mann, a research director at Enterprise Management Associates. In the case of business continuity planning, virtual servers could be considered easier to manage than physical servers, Mann explains, but when it comes to patching multiple systems, the virtual world introduces complexities. “You can’t always be certain if all virtual systems are patched, and obviously that’s a problem,” Mann says.

Consistency and standardisation also become a bigger issue when managing virtual servers alongside physical machines. The perks of virtualisation include easy-to-deploy resources, and that demands IT managers have predefined configuration parameters for application and database servers, for instance. Experts say keeping configurations accurate and up-to-date becomes more critical in the virtual environment because configuration drift is more apt to happen on virtual machines. The same goes for patching.

“The focus shifts to managing templates and preventing drift,” says Jasmine Noel, principal analyst with Ptak, Noel and Associates. IT managers would ideally create a standard template that details the operating system, vendor software, patch levels, custom code and more. The template would be maintained so that every new virtual server deployed remained consistent with the predefined standard. Patching would also become part of the template, Noel says.

Beyond maintenance and availability management, another key management issue is performance. The complexity of a virtual environment makes determining the root cause of performance issues a more daunting task, industry watchers say.

“Performance management becomes trickier because for the more difficult problems you’ll need to understand how physical server issues manifest in the [virtual machines] and vice versa,” Noel says.

While virtualisation provides flexible resources, multiple virtual machines residing on one box compete for the same resources, and IT managers need to keep that in mind.

2. How do I curb virtual server sprawl?

Virtualisation offers ease of deployment, which can become a bit of a Catch-22 scenario for IT managers. The faster servers can be provisioned, the more it seems they are in demand – and that quickly leads to too many virtual machines.

IT managers and industry watchers say controlling virtual server sprawl requires the same processes and auditing that would be used in physical server deployments to ensure only as many machines as needed get provisioned.

“We have it set up so that no one has the right to add virtual servers without requesting them through IT,” says Marc Kraus, manager of IT infrastructure at Merkle in Lanham, Md. “We run weekly scans as well to keep that in check.”

While policy-based management and inventory tools can help IT stay on top of the number of servers, IT has to be disciplined about putting processes in place to prevent virtual sprawl from corrupting the success of a deployment.

“People know we can bring up a new virtual server and turn that around quickly, so the requests have increased. We basically have had to push back a bit against server creep,” says Albert Ganzon, director of network services and engineering at international law firm Pillsbury Winthrop Shaw Pittman LLP in San Francisco.

Industry watchers suggest adopting a server life-cycle management process in which a virtual or physical server’s purpose and status from creation to retirement is tracked. Failure to curb lax deployment habits can exacerbate other challenges around managing virtual machines, such as patch management.

3. Are traditional management tools good enough for virtual servers?

Management vendors would answer, “Yes!” and for the most part, they have stepped up their support for virtual environments.

From systems management market leaders such as CA to data center management players such as BladeLogic, vendors have partnered with or built APIs into VMware’s tools to enable the exchange of data and provide some metrics around the health and availability of virtual servers. Several vendors promise to provide virtual and physical management metrics such as CPU, disk and memory usage side by side, but IT managers need more than the basic information provided with some tools.

“Yes, my existing management tools work just as well with virtual servers as any other server. The difference, however, is you don’t have the advantage of seeing the whole machine and manipulating that in the same tools you do the [virtual machines],” says Cars.com’s Christensen. “Visual representations of environments and good dashboards are key in managing a virtual environment.”

Start-ups such as PlateSpin, Scalent Systems, Veeam, Vizioncore and several others have emerged to fill the virtual management gap they say incumbent vendors can’t address. For instance, some of the areas that start-ups focus on are identifying applications running on the virtual machines and gaining visibility into the requests and responses in the virtual stack. Innovative virtual server management tools can help IT managers more quickly identify which application on which virtual machines is performing poorly.

For IT managers who aren’t ready to invest in specialized software for virtual management, there are things they can do to make their tried-and-true techniques better suited to a virtual environment.

For instance, Ganzon increased his investment in Network General products to monitor traffic to and from virtual servers. He coupled the traffic analysis from Network General (recently acquired by NetScout) with physical server performance metrics from Compuware’s ServerVantage software.

4. Can tools that come bundled with virtualization hypervisors do the job?

The consensus is that the management tools that come bundled with VMware or Xen hypervisors won’t cut it in a large virtualisation deployment.

While the software provided with, say, VMware’s hypervisor enables management of the hypervisor and that environment, industry watchers say the capabilities don’t go much beyond availability to cover performance or other vendors’ products.

Additionally, most networks have more than one type of hypervisor running, so there is a demand for a heterogeneous approach to virtual server management.

Plus, the technology available today from virtualisation vendors won’t work as well when IT managers look to scale their virtualisation deployments from dozens to hundreds of servers. While virtualisation vendors are expected to differentiate themselves with management capabilities in the future, today’s tools aren’t up to snuff for large multivendor, multisite networks. Of course, that timeline doesn’t mean IT managers getting started with virtualisation can’t put the tools to use.

5. Should I wait for Microsoft to deliver its virtualization hypervisor?

Whatever your opinion of Microsoft, you can’t deny the company knows how to generate excitement over products. The operating system vendor’s much-anticipated Windows Server Virtualisation hypervisor technology, code-named Viridian, isn’t expected to be released until 2008 at the earliest, which has some wondering if they should hold off their virtualisation investment until then.

“Microsoft may want you to wait, but why wait? Whatever Microsoft does will be Microsoft-specific,” Yankee Group’s Hamilton says. Others agree, saying that Microsoft’s product could make or break decisions in smaller Windows-centric shops, but not for large heterogeneous environments.

“I’m unconvinced it is worth the wait for most large enterprises with a specific server virtualisation project that they want done now,” Noel says.

But if you are a Microsoft shop, you should take into consideration the vendor’s plans. Waiting might be a bit counterproductive, but planning a short-term tactical approach until Microsoft reveals its bigger plans makes sense. While users question if Microsoft will broaden its reach to manage hypervisors other than its own, industry watchers are positive the vendor will couple its virtualisation play with more management technologies.

6. What are my freeware and open source options for managing virtual servers?

Companies such as Hyperic and Veeam have released products designed to manage virtual environments. Hyperic, which released its Hyperic HQ for VMware software last year, built capabilities to extend the company’s flagship software into virtual environments. The vendor wrote integrations into VMware’s APIs and Virtual Centre interface to discover both physical and virtual servers and incorporate virtual instances into an inventory of all systems. If something changes, the software detects it, updates the repository and alerts IT. HQ performs what the company calls “physical to virtual mapping”, which shows IT managers the virtual machines and their hosts, as well as operating systems and applications running within the virtual machines.

In Veeam’s case, the start-up is building a commercial software business off the success of its freeware application. FastSCP 2.0 for VMware is a freeware file-management product that helps customers move virtual machines and copy instances from one server to another. FastSCP was originally released in October 2006 and “became the de facto standard for ESX file management,” says Veeam President and CEO Ratmir Timashev.

Other industry watchers shy away from advocating freeware or open source applications for full-blown virtual server management.

“The risk in using freeware or open source is really low if it fills a gap in existing management tools, but I’d be nervous about trying to extend the capabilities or scale the application to cover an enterprise-level deployment. You don’t want to get too far down the path with the freeware or open source application and realise it will not meet all the needs,” Yankee Group’s Hamilton says.

What Is SEM PPC Paid Search Marketing Explained

What Is SEM PPC Paid Search Marketing Explained

What Is SEM PPC Paid Search Marketing Explained

Search engines are where buying decisions begin. Whether someone is looking for a local service, enterprise software, or a solution to a pressing problem, the first step is often a search query. This is where SEM, PPC, and paid search marketing come into play.

However, these terms are often misunderstood, misused interchangeably, or explained in overly technical ways. Business owners frequently ask:

  • What is SEM?

  • What does PPC mean?

  • Is paid search the same as SEO?

  • How does paid search marketing actually work?

  • Is it worth the investment?

This guide explains SEM, PPC, and paid search marketing in plain language, while also diving deep enough to help business owners and marketers use it effectively.


What Is SEM (Search Engine Marketing)?

SEM stands for Search Engine Marketing, a digital marketing strategy designed to increase visibility in search engine results pages (SERPs).

At its highest level, SEM refers to marketing through search engines, where businesses target users who are actively searching for products, services, or information.

Historically, SEM included:

  • Search Engine Optimization (SEO)

  • Paid search advertising (PPC)

In modern usage, however, SEM most commonly refers to paid search marketing, especially Google Ads and Microsoft Ads.


What Is PPC (Pay-Per-Click)?

PPC stands for Pay-Per-Click, a pricing model used in paid search marketing.

With PPC:

  • You only pay when someone clicks your ad

  • You are not charged for impressions alone

  • Costs vary based on keyword competition

PPC is not a platform—it’s a payment model used in SEM campaigns.


What Is Paid Search Marketing?

Paid search marketing is the practice of running paid advertisements within search engines to appear for specific keywords.

These ads typically appear:

  • At the top of Google search results

  • At the bottom of search results

  • On partner networks (depending on settings)

Paid search marketing allows businesses to buy visibility for high-intent searches instead of waiting to rank organically.


SEM vs PPC vs Paid Search: How They Relate

To clarify:

  • SEM = The strategy of marketing through search engines (modern usage = paid search)

  • PPC = The pricing model used in paid search campaigns

  • Paid Search = The execution of running ads in search engines

In practice, most marketers use these terms interchangeably—but understanding the distinction helps you build better campaigns.


Why Paid Search Marketing Is So Powerful

Paid search marketing works because it targets intent, not interruption.

Unlike social ads or display advertising, paid search reaches people who are:

  • Actively searching

  • Aware of their problem

  • Often ready to take action

This makes paid search one of the highest-converting digital marketing channels available.


How Paid Search Marketing Works Step by Step

1. Keyword Research

Everything in SEM starts with keywords.

Advertisers choose keywords that:

  • Match user intent

  • Align with their services or products

  • Have commercial or transactional value

Examples:

  • “IT support company near me”

  • “SEO agency in Texas”

  • “Roof replacement cost”

These keywords signal readiness to buy.


2. Keyword Bidding

Once keywords are selected, advertisers bid on them.

  • Bids represent the maximum you’re willing to pay per click

  • Higher bids don’t guarantee placement

  • Google uses an auction system, not simple bidding

This ensures ad quality matters as much as budget.


3. Ad Creation

Advertisers write search ads that appear in results.

Search ads typically include:

  • Headlines

  • Descriptions

  • Display URLs

  • Extensions (phone, location, links)

Ad copy must:

  • Match search intent

  • Communicate value clearly

  • Encourage action

Strong ad copy directly impacts cost and performance.


4. Quality Score (Critical Factor)

Google assigns a Quality Score to each keyword.

Quality Score is based on:

  • Expected click-through rate (CTR)

  • Ad relevance

  • Landing page experience

A higher Quality Score:

  • Lowers cost per click

  • Improves ad position

  • Increases return on ad spend

This is why strategy beats budget.


5. Ad Auction & Placement

Every search triggers an auction.

Google determines:

  • Which ads appear

  • In what order

  • At what cost

Factors include:

  • Bid amount

  • Quality Score

  • Ad relevance

  • User context (location, device, time)

You don’t automatically pay your max bid—you pay what’s required to beat the next competitor.


6. Landing Pages & Conversions

When users click an ad, they land on a page designed to convert.

Effective landing pages:

  • Match the keyword intent

  • Load quickly

  • Have clear calls-to-action

  • Build trust

  • Remove distractions

Paid search success depends as much on landing pages as ads.


Types of Paid Search Campaigns

Search Campaigns

  • Text ads triggered by keywords

  • Highest intent and conversion rates

  • Core of most SEM strategies

Display Campaigns

  • Visual ads across partner websites

  • Lower intent, higher reach

  • Often used for retargeting

Shopping Campaigns

  • Product-based ads

  • Ideal for eCommerce

  • Include pricing and images

Performance Max

  • Automated, multi-channel campaigns

  • Uses AI and machine learning

  • Requires strong conversion tracking


Match Types in PPC Campaigns

Keyword match types control how closely searches must match your keywords.

Broad Match

  • Reaches the widest audience

  • Higher volume, less control

Phrase Match

  • Matches searches with similar meaning

  • Balanced reach and control

Exact Match

  • Tightest targeting

  • Highest relevance

  • Lower volume, higher quality

Successful campaigns use a mix of match types.


Negative Keywords: The Hidden Profit Lever

Negative keywords prevent ads from showing for irrelevant searches.

Examples:

  • “free”

  • “jobs”

  • “DIY”

  • “cheap”

Using negative keywords:

  • Reduces wasted spend

  • Improves conversion rates

  • Increases ROI

Negatives are essential to profitable SEM.


How SEM Differs From SEO

FeaturePaid Search (SEM)SEO
CostPay per clickNo per-click cost
SpeedImmediate resultsLong-term
ControlHighLimited
LongevityStops when budget stopsCompounds over time
TrustLowerHigher

The best strategies use both together.


When Businesses Should Use Paid Search Marketing

Paid search is ideal when:

  • You need leads quickly

  • You’re entering a competitive market

  • SEO results are still developing

  • You’re launching a new service

  • You want predictable traffic

It’s especially effective for:

  • Local service businesses

  • B2B lead generation

  • High-margin services

  • Emergency or urgent needs


Common PPC Mistakes That Waste Money

Sending Traffic to the Homepage

Ads should point to dedicated landing pages.

Ignoring Conversion Tracking

If you don’t track conversions, you can’t optimize.

Using Broad Keywords Only

This leads to irrelevant clicks.

Poor Ad Copy

Weak ads increase cost and lower performance.

No Ongoing Optimization

SEM is not “set it and forget it.”


Conversion Tracking in Paid Search

Tracking is the backbone of optimization.

Track:

  • Form submissions

  • Phone calls

  • Appointments

  • Purchases

  • Chats

Without tracking, SEM becomes guesswork.


Cost of SEM PPC Paid Search Marketing

Costs vary widely based on:

  • Industry

  • Competition

  • Location

  • Keyword intent

Typical CPC Ranges:

  • Local services: $2–$10

  • Professional services: $5–$30

  • Legal & insurance: $20–$100+

The goal isn’t cheap clicks—it’s profitable conversions.


SEM for Local Businesses

Local SEM targets:

  • “near me” searches

  • City-based keywords

  • Service-area searches

Combined with call tracking and location extensions, local SEM can generate immediate leads.


SEM for B2B Companies

B2B SEM focuses on:

  • High-intent keywords

  • Longer sales cycles

  • Lead quality over volume

Landing pages often include:

  • Consultations

  • Demos

  • Whitepapers

  • Case studies


How SEM and SEO Work Best Together

SEO builds:

  • Authority

  • Long-term traffic

  • Brand trust

SEM delivers:

  • Immediate leads

  • Keyword testing

  • Funnel acceleration

Data from SEM improves SEO, and SEO improves SEM performance.


The Role of AI in Paid Search Marketing

AI now influences:

  • Bidding strategies

  • Ad rotation

  • Audience targeting

  • Performance Max campaigns

AI enhances efficiency—but still requires human strategy.


Is Paid Search Marketing Worth It?

Paid search is worth it when:

  • Campaigns are properly structured

  • Landing pages convert

  • Tracking is accurate

  • Optimization is ongoing

Poorly managed SEM loses money.
Well-managed SEM becomes a growth engine.


How Long Does It Take to See Results?

Unlike SEO:

  • Results can appear the same day

  • Optimization improves over weeks

  • Peak performance often occurs after 60–90 days

SEM rewards testing and refinement.


SEM Myths to Ignore

  • “Higher bids always win” (false)

  • “Paid ads hurt SEO” (false)

  • “SEM replaces SEO” (false)

  • “Automation means no management” (false)

Understanding SEM correctly protects your budget.


Final Thoughts: SEM PPC Paid Search Marketing Explained

SEM, PPC, and paid search marketing are not mysterious or risky when done right. They are precision tools designed to connect businesses with customers at the exact moment of intent.

When properly executed, paid search:

  • Delivers immediate results

  • Complements SEO

  • Scales predictably

  • Generates qualified leads

The key is strategy, structure, and continuous optimization.


Key Takeaway

Paid search doesn’t buy success—it buys opportunity. Strategy turns that opportunity into profit.

Fundamentals of digital marketing

Fundamentals of digital marketing

Learn the fundamentals of digital marketing to help your business or career.

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Why get certified

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Getting certified shows employers that you have a clear understanding of the core concepts of digital marketing. You can also add the qualification to your CV, and easily upload it to your LinkedIn profile.

 

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Becoming certified shows you have strong digital skills and that you’re motivated to learn: two essential qualities in the workplace. Demonstrating these qualities can help improve your chances of finding the job you want.

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Improving your digital knowledge can help you find a job, get promoted, or start a whole new career.

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Analytics and data insights

In this introduction to Analytics, we’ll show you how to collect and analyse user data and turn it into actionable insights.

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Learn how to define and track clear goals, segment audiences and analyse data to help improve your online marketing efforts.

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Learn the differences between mobile sites and apps and develop the most effective mobile SEO and advertising strategies.

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In this introduction to Google Ads, learn about the different research tools available, plus how to choose keywords and optimise campaigns for a better return.

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Over 300,000 people have already gained this qualification, and are using it to develop and improve their careers.

FAQs

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You will be able to download your digital marketing certificate from the Google Fundamentals of Digital Marketing course landing page when you’ve completed the course. A progress indicator on the certification course page will show you how far you’ve come, and what modules you need to complete to earn your certificate.

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You’ll earn an authentic Digital Marketing certification from Google, by completing all modules in The Digital Garage.

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You’ll be able to download a PDF copy of the digital marketing certificate from the Fundamentals of Digital Marketing course page once you’ve passed the final test.

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Guided HTML, CSS, Design Courses

Guided HTML, CSS, Design Courses

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    Learn HTML (HyperText Markup Language), the language common to every website. HTML describes the basic structure and content of a web page. If you want to build a website or web application, you’ll need to know HTML.

  • 43 min Course

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    Going from a blank screen to a finished website can be daunting. In this course, you’ll learn about the major steps involved in designing websites. We’ll learn how to gather information, explore potential concepts, and iterate on a design. By the end, you’ll have the foundation you need to continue your design journey.

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    CSS Flexbox Layout

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Managed IT Services Outsourcing for Companies of All Sizes

Managed IT Services Outsourcing for Companies of All Sizes


IT Support and Security

Just about any area of your business can be hectic and prone to stress, but there’s a special kind of pressure that accompanies IT security. This pressure is consistent across all types and sizes of businesses. When a server goes down in the middle of a workday, it means instant losses in productivity and eventually sales. Plus, fixing a down server can be disruptive and confusing; it can even leave your data vulnerable.

Besides keeping your technology up and running, IT professionals face constant pressure to stay one step ahead when it comes to new technology, industry best practices and security. And don’t forget about the end-users. They need help and guidance as they learn how to use your business technology while keeping sensitive data secure. With all that, it’s no surprise there’s a growing number of businesses choosing to work with Managed IT service providers. Marco has the resources to keep your business secure, you have more than enough on your plate.

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IT Outsourcing Without the Stress

Marco’s Managed IT Services can provide stressed-out IT staff with real-time relief. We offer high-end expertise to help you manage your infrastructure while providing a friendly voice at the end of the line. By helping manage day-to-day maintenance and support responsibilities, organizations are able to run their businesses safely and effectively.

With Managed IT Services, organizations stay up-to-date with the latest business technologies without adding expenses. Managed IT clients receive enterprise-scale IT support and regular maintenance upgrades to their IT infrastructure.

Since Managed IT allows businesses to hand over the responsibility of infrastructure issues, connection problems and software downtime to a Managed Services provider they’re no longer tasked with patching together solutions or crossing their fingers to hope this next fix is the right one. With the burden of office support taken off the shoulders of your internal tech department, your IT team is able to focus on efforts that move your business forward, like building a technology roadmap and implementing vital initiatives to reach your intended goals.

Stay Ahead Of Cyber Criminals

Security is a hot topic when it comes to business technology, but did you know it isn’t just giant corporate companies at risk? Small to medium-sized companies are prime targets too because many lack security practices employed by big business.

With Marco’s Managed IT, you can rest easy knowing Marco security experts have your back. We are always on call monitoring suspicious activity – hackers might be smart, but we work tirelessly to stay a step ahead of the cyber criminals. We also educate and test end users to correctly utilize your business technology and keep your network protected.

Managed IT will also give your organization a game plan to meet the National Institute of Standards and Technology cyber security framework. An important protocol to help you identify risks, protect your environment and respond to suspicious activity.

If needed, our experts can help you recover after an attack. You will have access to our 10+ years of MIT experience offered in house at Marco.

Enterprise-Level and Small Business Security Support

 

Marco’s Managed IT Services are developed to fit the needs of businesses of all sizes. We work with enterprise-level organizations that want to eliminate the time-consuming, day-to-day tasks for their internal staff. On the other end of the spectrum, small businesses that don’t have an information technology department can outsource IT help through Managed Services. Talk about efficient.

Any business, regardless of size, has probably struggled to recruit and hire internal IT staff who have the right capabilities and qualifications for the organization. Managed IT Services is a cost-effective, long-term solution for businesses experiencing staffing issues. From small business support to enterprise-level organizations, Managed IT can be as comprehensive as you need it to be.

IT Expertise with a Proactive Approach

With over 750 factory-trained, certified systems engineers and technical representatives on staff, we don’t outsource our services. Our network of professionals is certified at the highest level for all areas of expertise. Because we put in the effort to know your technology inside and out, we’re qualified to fix problems on the spot instead of running through checklists.

Many of our clients wonder about the comparison of break/fix versus Managed IT Services. Break/fix is a model where solutions to IT problems are figured out after a problem has already occurred. If you’ve ever encountered a broken piece of business technology and worked to solve it, you’ve experienced break/fix. In other words, break/fix is a reactive way of managing IT needs. This automatically puts your business at risk.

The Managed IT model, on the other hand, is a proactive approach to business IT. With the use of 24/7 monitoring, Managed IT makes it possible to find small issues before they become big problems. Instead of waiting for something to break, we figure out which areas are vulnerable and fix them before a large problem occurs. Managed IT is anything but break/fix.

No Worries, You’re Covered

Most providers only support certain components in their Managed IT plan. They’ll cover these desktops and those servers, but not this router or that switch. Marco is not most providers. We’re different. It doesn’t matter what hardware or software you’re using; we’ll provide support. This means you never have to worry about which vendor is maintaining what technology. We’ve got you covered.

Managed IT Services makes it possible to outsource the day-to-day technical management of a business. As a proven, strategic method for advancing operations and cutting expenses, businesses of all sizes find value in outsourcing IT. Take a look at the individual components that make up our Managed IT Services offering.

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