Online advertising (otherwise known as sponsored links on websites like Google) is a quick and effective way of promoting your website and generating targeted website traffic.
Targeted traffic is vital to ensure your website helps your business become profitable. Many companies brag about their website traffic and the number of hits they receive. All this traffic is of little use if the people coming to your site are not interested in what you have to say or sell. So make sure your web traffic is targeted!
The easiest way to do this is web online advertising. These ads can be set up quickly, ensuring you get visitors to your website right away. Like most things, there are a few things to consider before starting your online campaign.
Some of the biggest pros of online advertising include:
• the ability to set daily spend limits
• the ability to track, test and evaluate the effectiveness of campaigns compared to other mediums
• easy to implement and easy to withdraw
• the ability to run multiple campaigns
• get very targeted traffic
There are however some cons (if you don't know what you are doing) which include:
• the web is a highly competitive environment and it’s easy to get lost
• poorly managed campaigns can be expensive and ineffective
• by not evaluating what you’re doing you’re likely to waste money
The key to successful online advertising is to understand what people are searching for. The phrases that people type into the search engines are known as keywords. The more specific you can be with keywords the better you’ll do.
Let me explain more.
If you own a sports store and want to advertise online - an online ad targeting the keyword “tennis” could get lost amongst thousands of other generic advertisements and websites about tennis. The term “tennis” is too general. After all, the person could be looking for tennis coaching, tennis results or tennis tournaments. This is no good for you and could end up costing you money by attracting people interested in tennis but not in your products. Remember? The trick is to attract targeted traffic.
Instead, consider using more specific phrases like, “buy tennis racket”, “purchase tennis shoes” or “tennis products”. These targeted keywords will ensure you get website visitors that are actually looking for tennis related products.
It may also be a good idea to get even more specific. For example your ad campaign could include specific keywords for the exact product that you wish to sell. For example, “buy xyz tennis racket”. This specific keyword targeting will not attract has many clicks, but when they do you will be dealing with an extremely warm customer. A warm customer is extremely targeted.
Another crucial aspect to the success of any online advertising campaign is ensuring you point visitors to a specific landing page that relates to what the individual is searching for. The biggest mistake that we see is sending people to the home page. Far better to send visitors to the exact page your ad is talking about. If you’re selling tennis shoes send them to your tennis shoe product page, not your home page.
By making these landing pages relevant you maximise your chances of giving the website visitor exactly what he/she wants with the minimum fuss. All this leads to a happy visitor and a happy person leads to more sales.
Better still, by making your ads and landing pages relevant, it’s highly likely that Google (and the other search engines) will provide you with a special bonus. This bonus comes in the form of cheaper advertising costs. The cheaper you can run your ads, the better your return on investment. All this leads to more effective advertising for you and happier customers.
It’s a perfect win-win situation that makes doing business fun!
Auscreations specialises in setting up and recommending online ad campaigns that will increase targeted traffic coming to your website.
If you’d like more information about online advertising please contact us.
Best of luck,
The Auscreations Team
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