Advertising only works if you can reach your target audience (obviously). How do you reach that audience on the web? More importantly, how do you do that without spending a lot of money on an advertising firm?
The easiest way to advertise is through a search engine such as Google or Yahoo! They both offer services that allow you to create ads and target the ads to certain keywords or phrases that you believe your audience is searching for. You only pay when someone clicks on your ad.
How do you know the ad is working? Both services provide feedback as to how many times your ad was shown and how many times it was clicked on and for what keywords. You can constantly tweak your ad to try to get the best views and click-throughs and can stop at any time.
Well that’s great, I have clicks, but how do I know people are buying my products or services? This part is really up to you – a landing page specific to the ad and its message is the easiest way to really tell what’s going on. How do you do that?
For example, say you are a commercial truck outlet and have an ad for an old model truck you want to clear out of your inventory. If people visit your homepage, they see a lot of information other than the blue truck (contact info, about your company, all of your products, etc.). You could put information about the blue truck on your homepage, but how do you know visitors came from the ad or are looking at the truck information? Putting information about an item you’re promoting on the homepage is a good idea for getting more sales, but it doesn’t tell you how well your ad is working.
Take the information about the blue truck, including a form to get more information or a link right into your ecommerce checkout, and place them on a page that is not linked to anywhere on your site except from the ad. All the traffic on the page should be coming from the ad and a form or checkout process will allow those visitors to take action to contact you or purchase the truck.
Technorati tags: advertising, B2B, ads, web advertising, internet consulting, B2B internet consulting
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[...] best way to measure which particular ad is working is to have a unique landing page for each ad (basics of creating unique landing pages) to measure how many people are actually getting to your site. Using your website analytics, you [...]