Online Advertising – How You Can Make it Work
Matthew Brown, Marketing Director of Simply.com, gives a summary of how you improve your advertising online. Here is a very quick guide on where to go and how to make online advertising work for you.
Over the last ten years online advertising has grown from £153 million to a staggering £3.54 billion (2009). The biggest gains coming from paid search, up 9.5% to £2.15 billion, and representing 61% of all online ad spend.
But how can you make it work for your business? There are two routes to benefiting from online advertising – new traffic to your site (‘advertisers’), and revenue from running your own site ads (‘publishers’). Let’s deal with each in turn…
Most businesses however face the daunting task of understanding how online advertising works, the terminology, and what to expect; and then where to turn to to get going and have the best support, and without being exposed to high costs and risk.
Overall for SMEs there are 2 main ways to promote online – through search engines and through ad networks (more later). And there are 2 types of approaches to getting going; doing it yourself or hiring an agency. The agency approach obviously benefits from experience and getting the best return on investment, that is if you ignore the set up costs, lengthy contracts and commission payments.
The better approach to test the opportunity would be to run your own campaigns using an online control panel and without any set up costs or contracts so you can measure results quickly and adjust or stop spends at any time.
The main search engines Google, Yahoo and MSN offer this.
OK, so we now need to decide between using search engines or ad networks.
Search engines: On the for side search engines offer very direct targeting for your ads with users only seeing your ads from using relevant search terms. On the against side search engines charge a higher cost per click for the benefit.
Ad networks: On the for side, much lower cost per click charges, but you are likely to receive less relevant traffic, traffic which will have less likelihood to convert to business. This is because most ad networks will place ads on sites regardless of their relevance to the user’s interests and behaviours.
Can you have the best of both worlds? Yes.
With Simply.com you benefit from an easy to use control panel with no contracts and full control over your per per click spends and an easy to use reports section to monitor performance as it happens. But the biggest attraction of Simply is its use of behavioural targeting and its own more advanced behavioural targeting, called Simply Cluster™.
With Simply’s behavioural targeting, your ads are only shown on websites when users visit who have the exact match of online behaviour and search patterns to your service. This ensures both a strong click through performance, but importantly a high conversion to buy your services when they land on your site. And with the benefit of network low cost per click payments, your return on investment can be very healthy. Click here to find out more.
Placing ads to monetise your existing site traffic is an obvious and easy way to add to your revenues.
The problem here is how to know which service to select.
Google Adsense is one option, but doesn’t offer behavioural targeting in the UK, so revenue potentials can be held back.
Simply.com however uses the same technology as for advertisers and therefore only shows the ads that relate to the user’s interest and online search patterns.
And recent trails have shown that Simply ads can deliver between +35% to +50% higher payments than the market averages.
Set up takes just minutes, and there are no set-up charges or minimum periods and you receive regular and secure monthly payments to your account via HSBC. And sign up today and Simply will give you £50 free when you earn your first £50!