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The concept of advertising is universal - to draw clients or
customers to your business - and the methods of advertising are
limitless, and the method you choose can have a significant
impact on your business.
When considering a method of advertising, the first step is
to perform a cost / benefits analysis to determine whether the
method is appropriate. It is also important to consider
your clients and how they react to certain types of advertising.
That being said, the most explosive area in the advertising
is the internet, and more and more businesses are realizing the
great potential for internet's national and even global impact
on potential clients and customers. Advertising on the
internet often takes the form of
Search Engine Optimization (which is closer to marketing) or
Pay Per Click (PPC) campaigns.
Research has shown that over 60% of all shoppers who purchase
an item from a store first search the internet for information
regarding that product or locations of retailers. This
percentage does not even account for the number of customers who
buy products directly from the internet, a rapidly increasing
group within the marketplace.
Many clients ask, "What are the advantages to advertising
on the internet?" Well, I can't list all the
advantages, but I will list ten.
- Pay Per Click campaigns can be easily monitored, and
daily, traceable results are available.
- The cost of a PPC campaigns are minimal when compared to
standard advertising methods such as print, radio, or
television ads.
- PPC advertising is easy to research.
- Like other forms of advertising, advertising on the
internet is targeted and allows you to choose where and when
your advertisements will appear.
- Search Engine Optimization (SEO) often goes hand-in-hand
with PPC, so marketing and advertising are often synonymous.
- Internet Advertising programs such as the one provided
by Google Adwords track all changes for you, so the amount
of work you put in is minimal and analytics are available to
you 24 hours a day, 7 days a week.
- With advertising on the internet you can easily monitor
conversions, so you know exactly how many potential
customers become customers.
- PPC campaigns offer easy-to-use Return on Interest (ROI)
and performs all calculations regarding ROI for you.
- Internet advertising has low start-up fees.
- Because the internet is global, so too can be your ad
campaign. If you're a local business, you can also
develop local
search engine optimization.
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