A business should have a vision of the domain it is operating in and then design its products and services according to the needs of the target group of that domain. Once the above is in place, the next step is to reach out through marketing efforts. In a purely online business, the marketing effort is often carried out through a PPC Advertising campaign.
The broad strategy can be devised by componentizing the advertising campaign into different areas like gaining visibility among users, keyword optimization, advertisement management, website content management and allocating dollar resources. These broad areas have to be in sync with the objectives and goals of the advertisement and business respectively. Hence, working backwards, the first step is the clear articulation of the goals (increasing sales volume by 20 %) and objectives (higher conversion rates).
Positioning strategies involve deciding the rank of the appearance of the advertisement in a search portal result page and placing the advertisements in those advertisements related to the contents of the advertisements. It is seen that the top 10 rankings get the maximum click-thru-rates. Hence an advertiser can decide the budget to maintain or let go of the ranking. Further he/she can choose websites that is related to the products/services, for instance, a business offering MBA preparation service can place its advertisements in say, Businessweek.com and also the search portals where the number of searches is high.
Keyword optimizing strategies involve bidding for maximum number of keywords, niche keywords. Contents of the advertisement and website can be strategically managed by professional service providers (by self, if the advertiser is proficient). Dollar resources can be managed by observing the burn rate i.e. how fast the account is depleted by the service provider and by allocating resources for other components of the campaign like positioning, keyword optimizing, etc.
These strategies are effective only by tracking the course of the campaign by measuring the metrics and taking action. Some of the key tools available for the execution of the strategies are employment of Search Engine Optimizing (SEO) consultants, software tools like Wordtracker that mine logfiles for finding the rate of keyword usage that has led to the click-thru-website, and tracking the number of visitors.
PPC Advertising provides detailed information about PPC advertising, optimized PPC advertising and more. PPC Advertising is affiliated with Cheap Internet Web Hosting.
One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing (”on” for some months and “off” for others). The decision is important because the wrong one will considerably affect customer response. When advertisements are run at a low frequency (very few times), they run a risk of going unnoticed. The first time customers view an advertisement, a majority of the time, the message doesn’t even process in their minds. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. Therefore, the task at hand is finding just the right frequency for a positive response.
Overly repetitive messages typically have a negative effect on customer attitudes as they relate to a brand. Advertising wearout occurs when, at some level of repetition, the customer’s affective response is either no longer positive or shows a significant decline. Advertising wearout is the result of excessive frequency causing viewers to perceive there’s nothing new to be gained from processing the advertisement, thereby withdrawing attention. That’s assuming all possible customers view every exposure, which is unrealistic. Not every customer will see every rotation. That’s why it becomes difficult to find the optimal level of exposure. Media planners must remember that not every rotation is seen by all customers.
Wearout can also be a hazard, causing negative customer attitudes. Aggressively communicating with your customers doesn’t always lead to poor or deteriorating relationships. But unless media’s carefully planned and executed, it may ruin the opportunity to build long-term customer equity. So, the question is “How do marketers solve the puzzle of how frequently to expose their advertisements?” First, we have to address the issue of wearout. To avoid wearout, marketers frequently develop and rotate a pool of advertisements that employ different executions but convey the same basic message and claims. These executions typically share a number of common features, such as brand name, logo, tag line and general layout, while other features such as headline, copy and graphic elements are varied. The logic is that by introducing ample variations in advertising executions, the onset of wearout will be delayed. At the same time, the continued use of certain features of the advertisement across executions establishes consistency and presumably builds brand recognition or equity.
To understand why wearout occurs, scientists studied the brain to understand cognitive thinking and responses to these situations. They found the brain tends to ignore an object or theme that’s repeated too many times. Essentially, most communication works by triggering memories. Old images or concepts are associated with something in the advertisement, recognizing elements as familiar. In the process, something new may be introduced and the brain links it with the old. When something new or unknown to a customer is presented to the brain for processing it evaluates: a) whether it is new and b) whether it corresponds to prior experience, knowledge and beliefs. The familiar portion of the advertisement is treated more casually. The brain recognizes it and spends less time evaluating its validity. It’s interpreted as given. To that end, marketers should change portions of advertisements to keep customers interested.
Of course, when considering advertising wearout, we must consider that each situation, product, market, and many other characteristics are always variable factors that can’t be conformed to an “advertising mold.” Each situation must be dealt with differently. Radio, television and print media wearout at different levels; print media tends to wearout more quickly than more entertaining forms of media such as television. For example, which would you rather do, watch a commercial over and over, or read an article over and over? Obviously the stimulation that occurs with entertaining commercials will bring customers back more easily than a newspaper or magazine article.
The best way for marketers to fend off wearout is to rotate variations in theme with different executions of the same message strategy.
Regarding low frequencies, the question remains, “What isn’t enough?” That’s also dependent on the situation, but budget allowing, multiple exposures are more effective than one or a few. Media schedules are based on budgets and demographics. When selling products to the elderly, a low frequency will generally suffice. As for teens, the higher the frequency the better. Business-to-business typically requires higher frequency, as well. Simply put, the shorter the attention span of the customer, the more exposures necessary to break through.
There’s no finite answer to the question of advertising wearout. The most important variables in deciding the optimal frequency are an understanding of the customer, rotating different advertisements, and keeping the customer’s attention. There are rewards in reminding the consumer about the attributes of a brand. Reinforcement and refreshment of existing attribute, without wearing out the message, is a primary goal of advertising.
Mark Levit is managing partner of Partners & Levit Advertising New York and a professor of marketing at New York University. For more information visit http://www.partnerslevit.com or call
212-696-1200.
Your success on the internet is directly related to how many other sites are linking back to yours. The goal of every webmaster is to get more inbound links. I have listed three simple steps below to automate and multiply the process. Once the process is started you will be getting inbound links while you sleep.
Number One:
Write Articles. It is hard work to write a quality article but you will find it to be a long term strategy for building inbound links that will pay off for years to come in both link popularity and traffic to your website. You may not consider yourself an expert on a particular subject, but if you have a website I’ll bet you are an expert on the subject you have chosen for that website. Write an article on the theme of your website and submit it to the various article directories on the internet. Believe it or not, you are an expert. You just haven’t realize it yet.
Your article will be published with a link pointing to your site. Make sure that the text link has the keywords in it you have carefully chosen. For example, your keywords here .
You may experience a feeding frenzy on your article. Why? Simply because webmasters are constantly looking for content.
Webmasters are busy designing sites and are able to save time by using expert content from other people. They often create websites with thousands of pages and are in need of content for those sites. And they know where the directories are that will contain your article. Every time your article is picked up by a webmaster, it will result in a link back to your site. In the first few days after I submitted my first article it got pick up and posted 400 times! I was shocked. You will be too!
Number Two:
Signup at a link exchange coop. A link exchange coop can give you more backlinks in a few minutes work than you could ever generate by yourself. You are utilizing a network of thousands of other websites. And that’s what the internet is, a huge network. Take advantage of the power of networking. There are many link exchanges. One well known link exchange coop is:
http://www.digitalpoint.com/tools/ad-network/?s=4380. Depending on the size and pagerank of your site, you could earn 1000
inbound links or more my adding a few lines of code to your website. Do some research and find the one that will bring the greatest benefit to your site.
Number Three:
Automate the reciprocal linking process by utilizing reciprocal linking software. Do not spend hours upon hours emailing webmasters and posting reciprocal links to your site. Simple buy a reciprocal link script, set it up at your website and it will process the links, add them to your website and then it will monitor to make sure each webmaster has posted your link to his/her website. This will free up your time to do something more important like writing articles. To find inexpensive software to automate the reciprocal linking process, simply go to eBay and type in the search phrase “reciprocal linking popularity software”.
Rather than doing things the same old way, try these three steps. They will save you countless hours. By using these time savers you will be much more efficient in getting backlinks and you will also get hundreds, maybe even thousands more than you ever thought possible.
There it is. Easy as 1-2-3.
Timothy D. Arnold is arguably one of the most prominent experts in the site promotion area. You can visit his site at
http://www.linkgizmo.com.
Here are the website promotion tactics to reinforce
and increase your profits:
1. Anticipate any objections your visitors may have
about your product offer. You must research your
target audience’s needs and wants.
2. Remember not to use outrageous or unbelievable
claims in your ad copy. People are too savvy online
and won’t believe you.
3. Pick a good name for your business and product.
Your names should be memorable and describe the
kind of product your offering.
4. Solve your customer complaints by being quick
and friendly. The faster you respond, the more your
customers feel you care about them.
5. Never think your customers are satisfied with
their purchase. You should be constantly finding
new ways to better your product and service.
6. Market yourself, as well as your product. You
could write articles, ebooks, do free consulting,
do speaking engagements, etc.
7. Find new target audiences for your products or
services. For example, if you’re selling coffee to
stores try to also sell it to coffee shops.
8. Use the phrase “invest in our product” instead of
the words buy or purchase. This makes prospects
feel they’re investing in their future if they buy.
9. Create offline affiliates to market your product.
Have people sign up at your web site to sell your
products through “house parties”.
10. Use logos and slogans for your business. They
make it easier for people to remember and identify
your business.
May these website promotion secrets help you to make
a lot of money and succeed.
Warmly,
I-key Benney, CEO
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