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Using Internet Advertising
For a company with an online presence, internet
advertising is a powerful tool.
You can reach
thousands, if not millions, of
people, and
once you have their attention,
they are just
a mouse click away from your
virtual doorstep.
Internet advertising is basically
of four
types:
- e-mail - pulling off a good e-mail campaign
can be difficult. For one, it is easy to
run afoul of Federal anti-spamming regulations,
and even if you follow the rules, many of
your potential customers may be turned off
by what they perceive as an unwanted intrusion.
If you decide to use e-mail, many reputable
companies offer demographically sorted "opt-in"
lists for rent on a per name basis, and many
will handle the mechanics of sending your
e-mail as well. However, unless your list
is well targeted and your pitch compelling,
expect low response rates
- popunder / popover to your site - this type
of advertising opens a new window directed
at your site when someone visits another
site. Often times viewed as annoying, these
ads can deliver high volumes of visitors
to a page where you have far more capability
to pitch your product or service than other
types of advertising. Expect the yield from
this type of visit to be extremely low, with
the yield often depending on the type of
site that generates your window
- pay per impression - typically seen in the
form of banner ads, pay per impression campaigns
do not track closely with visits to your
site since you are paying to have your message
appear on the page, not to have a visitor
sent. They do allow you to reach a large
audience, but the click through rates are
relatively low. Many programs allow you to
limit your impressions to certain broad geographic
groups.
- pay per click - one of the best ways to match
advertising expense with interested visitors.
Typically appearing on search engines result
pages, pay per click ads are free until clicked
by a visitor, who is then redirected to your
site. Most programs allow you to bid on particular
keywords so that your ads only appear before
an audience of interest.
Many companies make online advertising easy
for the do-it-yourselfer, but you may find
it much more efficient and effective to turn
to a professional for help setting up your
first few campaigns. |
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