Common Places For Paid Internet Advertising
Google AdWords – AdWords is the most known and obvious choice for most businesses Paid Internet Advertising campaigns. Google offers display and text ads as well as other ad types. AdWords is typically the choice for most company’s campaigns because of the sheer search volume. However, Adwords ads produce higher ROI’s the longer you use it. That is right, Google rewards longer-term customers with higher better quality scores and thus you will get more results for less money over time.
Bing and Yahoo – Bing or Microsoft now owns Yahoo so ads are submitted through Bing. Bing Ads is much like Google Ads, in fact, you can create your ads in Google and Import them directly into Bing Ads. In some cases, while Bing and Yahoo have less traffic than Google, advertisers may realize a higher overall ROI. This may be because keywords are cheaper in many cases and more head keywords can be targeted.
Facebook and LinkedIn – Social ads have increased over the last couple of years. Social media ads combine text and display ads somewhat like Google for paid internet advertising. However, they are highly targeted based on user interests, demographics, and location. Facebook and LinkedIn are great options to consider as many marketers overlook these options.
StumbleUpon – StumbleUpon is a social media network that offers unique paid advertising options. It is inexpensive and it also can guarantee some kind of a click-through. You should check this option out but make sure you check your real conversions. This will be the biggest weakness of their model.
BuySellAds and Direct Buy – BuySellAds.com is great for additional display ads. They basically let you sort of rent space on a website or on a blog for a fixed fee. You can also go direct and contact bloggers directly to rent space on their blog.
It is key to your strategy to try several of these options. Once you have use what worked to make decisions about where to spend your ad money. Sometimes advertisers guess which is best without putting effort into doing any research. Guesses will break you and data will tell you what gave the best result.
Tracking Needs to Be Used To Measure Successes
You need to ensure you have tracking capabilities to make this doable and productive. You should never buy paid ads if you cannot track results. However, Google Analytics is a great platform and a must when analyzing your ad buying. The Analytics package is free and very easy to install.
Use Custom Landing Pages
Landing pages are important as your paid internet advertising efforts by having incoming visitors sent to a unique page on your website. You do not want to use your homepage which may seem less than intuitive. However, there are a few good reasons for using landing pages. First of all, landing pages allow for customized messaging you’re your websites, incoming visitors. What this does is allow you to continue with consistency to extend your ad messaging to create a more cohesive experience.
In addition, landing pages let you focus and push visitors toward specific actions you want them to take such as download something or fill out a form. Ultimately, they help to make tracking your website visits easier which is especially important.
You may be able to create and use a single landing page for an entire campaign. However, you may also find it more beneficial to have specific landing pages for the main keywords.
You should block custom landing pages from search engine results. You can do this by editing your “robots.txt” file. This is very important and will help make your tracking reliable. If Google and Bing push organic visitors to your custom landing pages that could give false results regarding how the page is performing.
Use A Strong Call to Action
You know you have spent the time needed on your paid internet advertising and you’re targeted on keyword strategies that work. Now you need a strong call to action that will identify and focus your customers to do what you want them to do. This is how you convert visitors on your landing page into a lead or a customer. Any page you send them to should have a clear action. This is ultra important as it means the difference between a sale or leads and wasting your money on ads. Essentially, everything on your landing page should push website visitors to your predefined action.
Review Results, But Maybe Not Every day
It is like anything else, you must be patient. Looking at your results too often can trigger you to act too hastily. The analytical review requires more data that a day or two. You must accumulate data so trends are accurate and information is more reliable. You should determine the time period you are going to stick to for changing your ads or landing page. It can be monthly or weekly but not more often than weekly.
You should also track statistics in spreadsheets because it is easier to pick up on trends. Once you see trends it is easier to formulate what you’re seeing into a plan.
Go Long and If You Are In It To Win It
If you expect to be finished with managing your paid internet advertising campaign within a couple of weeks, you are doomed to fail. To get great results, you have to give your campaign time and work your plan. Once you have a keyword strategy that works, the trends and information you collect and analyze will provide the clues you need to alter course. Therefore, you should consider dedicating your time and money from the start to observation and tweaking. When your ads are optimized then you can go all in but always measure as the thing will change over time. Paid Internet Advertising Can Work For You If You Work For It!