In the early days of the internet, it was possible to get your company up and running with relatively little advertising. People just searched for what they wanted, and your business magically appeared in front of them on whatever search platform they were using. But as the internet grew in popularity, this sort of thing didn’t happen so much. Unless you were one of the first businesses in the market, it was unlikely that you’d ever be found through search alone.
Along came paid search advertising. This was a system where Internet search companies would charge businesses money to catapult themselves to the top of the search rankings, bypassing the legwork of actually climbing up the ranks organically. It was a system that worked for a while, but for many businesses, it’s become too expensive. This isn’t because they’re anything inherently wrong with paid search advertising in general. It’s just that companies aren’t using it effectively to get a good return on their money.
In this post, we’re going to go over what to do before jumping head-first into paid internet advertising.
Create A Landing Page
A landing page is a simple concept in theory. It’s a place where a new customer arrives and is first introduced to your business. The way your landing page appears is, therefore, very important. If it’s too complicated, customers won’t understand what to do next. If it’s too sparse, then they’ll click back and never come to your site again.
The purpose of a landing page should be to encourage the user towards some particular action, whether it’s clicking through to your website proper, downloading a newsletter or signing up to your mailing list.
Just remember to make sure that your landing page is hidden from Google’s search results using a “robot.txt.” If you allow people to come to your landing page from both paid and unpaid search, then you won’t be able to see how effective it is at converting your paid search and you’ll find it difficult to work out your return.
Understand The Territory
There are many different types of real-time bidding, or RTB media, out there. And so it’s a good idea to get an understanding of the territory before jumping into advertising online.
Take Google Adwords, for instance. This works by customers bidding to have their ads placed in front of clients and then paying a fee, depending on demand and their bid amount, each time a user clicks on the ad and goes through to their company. Other companies, like social media websites, have started using a similar approach. These services can be useful, but they need to be carefully calibrated, otherwise you run the risk of losing money.
Banner ads are another common advertising strategy. These are the ads that you see on the side of websites which appear as bars. They’re usually colorful and designed to catch the user’s attention.
Finally, there are things like text ads, app ads, ads on Stumble Upon and so on which all have various benefits and weaknesses, depending on the type of business you run.