Online Advertising Delivers Instant Customers
Online advertising brings immediate business results, and is one of the best ways to invest your advertising dollars today, especially when a $30,000 “old media” buy is not in the budget.
Search Advertising and Display Advertising are the two types of online advertising widely considered to offer the best return on investment for advertisers.
You, as a business, want to be where the eyeballs looking for products or services are. The places where modern eyeballs go to are the search engines, such as Google, Bing, and Yahoo. Search Advertising, also known as Search Engine Marketing (SEM), allows you to deliver your message in front of the search engine users almost instantly.
Search ads are the paid ads that show up along with the natural search results when people search for something, and they appear to the right – or above – of the natural search results. Search ads have the unique advantage of appearing in front of potential customers at the precise moment they are searching for what you offer. These searchers are hot prospects who are very likely to take immediate action of purchasing or connecting with you.
With search ads you pay only for real traffic of visitors. Your ads are displayed for free, and you are only charged a cost-per-click (CPC) when someone clicks your ad. With precise targeting options available, you can choose your ad to appear only to people searching from specific geographical areas, such as states/provinces, towns, neighborhoods, or even streets. You can also choose only specific days of the week and times during the day when you want your ads to be displayed.
Imagine you run an Italian restaurant in Toronto. You set your ads to appear to searchers in Toronto, and when someone living in – or visiting – Toronto searches on Google for “best veal parmesan in Toronto”, or “Italian restaurant in Toronto”, they could see your ads, and click on them to connect to your business through the web, on the phone, or in person. Your ad will reach highly interested potential customers whether they are searching on their computers or mobile devices.
Search Engine Marketing works on an auction basis. Instead of paying a fixed cost per click, advertisers bid for how much they can afford to pay per click. The bids, along with other factors that are part of the so called Quality Score, determine the position of the ads on the search results pages. Having a good understanding of how the Quality Score is calculated allows successful advertisers to pay less per click and yet enjoy higher positions of their ads than the ones of their competitors.
Search advertising can be a powerful keyword research tool. When set up properly, a search advertising campaign will deliver reports that show what exact keyword phrases your best customers used to search for your products or services. Armed with these insights, a long-term search engine optimization campaign can be set up that will allow your website to start showing up in the natural/organic search results for the best converting keywords without you having to pay for ads anymore.
Display advertising refers to the advertising through banner ads displayed on targeted websites throughout the web. You can choose which specific websites your ad appears on, thus making them relevant to a site’s audience.
With display advertising, in addition to the cost-per-click bidding where you are charged when someone clicks your ad, you also have the option of paying for the number of impressions your ad is displayed. With campaign performance report analysis and fine tuning display advertising can be a very cost effective method for businesses to get found by highly interested customers.
With online advertising you can:
- Show your ad to your best potential customers at the very moment they are looking for your products or services.
- Precisely control your daily ad spend, and never be charged more than that amount. There are no minimum spending requirements.
- View detailed reports of how your ads are performing, and see exactly what’s working, and build on it. Find out how many new customers contact your business as a result of seeing your ad, where they’re coming from, what actions they take once they land on your website, and other insights.
One fundamental question to ask yourself before you even consider online advertising is whether your website is functional and professional-looking. WorthSavvy can build for you an attractive, highly functional website that converts visitors to long-term customers.
WorthSavvy has extensive experience with setting up and managing successful, high return on investment (ROI) online advertising campaigns for our clients. Contact us, and let us help you grow your business starting today!