|
|
 |
|
 |
|
|
| |
Posted: 2005-11-15 / Author: Linda Stevens
Save Money On Advertising - Target LocallyOver the years I have discovered exactly what derails an ad.
More often than not, when an ad fails to produce results, the
problem isn't with the ad. The problem is with WHO the ad
reaches.
Before you start blaming lack of response on your ad, stop a
moment to consider who it is TARGETED to.
Let's take a moment to look at Internet advertising. First off,
let me say I dearly love advertising on the Net. The advertising
rates for search engines and ezines are far, far lower than
advertising your business on traditional media like TV or
newspapers. For what one TV commercial would cost, I can
advertise a business extensively for weeks, even months.
But, as I'm sure you've realized by now, the Internet is no
magic advertising medium. Just as often as with anywhere else,
your ad can pull less than expected response. The problem is
with lack of targeting.
If most or all of your customers live in the geographical area
of your store, using a search engine to reach people all over
the world doesn't make much sense. You can consider your money
wasted when somebody who will NEVER walk into your store reads
your ad.
The solution is to advertise on sites or ezines that reach YOUR
customers at a very high rate. This could be a local site that
provides sports scores for dozens of local sports teams. Or a
site that lists a great many local building contractors. Very
specific information needed by people in YOUR area will draw
just the kind of local crowd you can capitalize on.
We're seeing a sudden rise of local pay-per-click search
engines. These use the same popular technology as Google and
Overture, but limit their reach to businesses in a particular
city, state, or region.
Often these local pay-per-click sites have very low rates, a
little as one cent per click. Many offer as many as 1,000 free
clicks to any business that signs up.
Be sure to check if the pay-per-click site has plenty of
businesses listed in their database. An empty site won't
attract many visitors and you may not reach enough audience to
have any effect on your sales. Also watch for a pay-per-click
that is promoting in your area. If they are visible to you,
they are probably getting the attention of lots of your
customers.
-----------------------------------------------------------------
About The Author: Linda Stevens is CEO of
http://MyCalgaryClicks.com, the local Pay-Per-Click city search
directory for Calgary, AB Canada. Linda believes in following
her own advice and is offering $10 in free bidding cash to any
site that signs up to advertise. Reach Linda at
support@mycalgaryclicks.com
Top of page | |
 |
|
 |
