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Internet Advertising – Engaging Traffic

Advertising has always been about staying one step ahead of the competition and keeping on the cutting edge of the world’s newest communication channels. One thing has always remained the same in the advertising business. If you fall behind the times, than your business falls behind too. With the rise of the internet, many advertisers are realizing the benefits of the web.  Getting in front of people at the time they have a need is compelling.  Being able to market directly to people in the comfort of their own homes is a necessity in today’s world.

With internet advertising, the biggest battle is getting your ad seen by the millions of people using the world-wide-web each and every day. There are numerous ways to go about getting your ad noticed. Some of your options are Pay-Per-Click Advertising, or “PPC”. PPC is a form of sponsored search results offered by major search engines like Google and Yahoo.  It allows you to bid for top placement for specific keyword phrases based on the competition for the keyword. 

Another way to advertise is by purchasing ad space from popular vertical market websites and placing a banner ad there. Search engine optimization or “SEO” is a way to reach the top rankings for specific keywords without paying for placement. SEO involves various tactics to get your information at the top of the free search listings.  Keyword research, keyword rich content, back linking, internal link architecture, development of website title tags and meta tags, internet article submission, and social media networking are all parts of a strategy to raise the importance of your information to a search engine. The more strategies you engage, the higher your search ranking will become.  It is a slow and steady process requiring patience and tenacity.

Now, while getting noticed is important, deciding on the right message to deliver to your prospects is critical in turning online leads to offline sales. Put yourself in your customers’ shoes. What would catch your eye and make you want to find out more or make a purchase? These are things that need to be considered, because often times, you are only given a limited amount of advertising space and just seconds to engage your customer. You need to make your ad count! It needs to not only draw the eye, but be memorable and worth a further look.

The thing you always need to remember about advertising online is that people have become jaded over the years. Constantly being bombarded with pop-up ads and email spam, people have learned to simply tune out promotional advertisements. This is why you need to catch their eye with a credible message that is not overly self serving.  Create a unique advertisement that points out the benefits of your company over others. Don’t market your products the same way your competitors do. Do something different to stand out. Stay one step ahead of the game and two steps ahead of the competition!

Written by Randi Brawley
Partner, SYNERGe-Marketing, LLC