Online advertising can take many forms, and can often be an effective way to reach the right people at the right time– when they are searching online for products or services that you offer, or when they are ready to make a decision. It allows you to place your message, and a direct link to your website, in front of consumers when they are actively engaged in a search, without the question of whether your website shows up organically for a similar search.
Done the right way, this can be an extremely successful and cost-effective method of building your business and reaching new markets. When online advertising doesn’t work, it’s often because businesses and organizations cast a wide net in online advertising, reaching a broad audience (and paying the fees for placement) who are not their ideal market. Or because the message isn’t focused or well-targeted. Or because the audience is accurate and the message is clear, but the ad links to a website homepage that doesn’t entice prospects to take the next step.
We focus first on strategy development and market analysis to determine the best places to reach your prospects with online advertising (or to determine whether online advertising would be an effective use of your budget at all). We analyze a company or organization’s target markets, its competitors’ campaigns, its own past campaign results, and its industry’s buying cycles. We develop a targeted campaign based on these findings, then build website landing pages to generate immediate leads from prospective customers. We monitor every detail of the campaign, testing alternate messages, keywords, placements, and bidding strategies to find the optimal mix that will lead to better quality leads at a lower cost-per-customer.
If online advertising hasn’t worked for you in the past, or you’re ready to take your campaigns to the next level, contact us for a free assessment of your campaign strategy.