To Pay Or Not To Pay—Pay For What?


Special Offer Sticker

I am not saying anything new by stressing that online advertising is an excellent way to channel more traffic to your site and increase your business. But even though we all know and acknowledge this as a fact, online advertising can quickly become quite an expense if you are not careful without the know how. You would better of paying an expert for the best results all around.

The case for online advertising?

Cost Per LeadOnline advertising (Digital Advertising), which is also called online marketing, Internet advertising or web advertising, implies the use of the Internet to deliver marketing messages to consumers. Whether it is through email, search engines, social media, mobile advertising or any type of display advertising such as web banner it represents such a broad range that no fool can afford to miss out.

In perspective, statistics outline that there is well over 120 million unique visitors per day on the Internet. Which explains why digital ad spending accounts for 25% of worldwide media spending. Who would risk missing out on such a large audience on a daily basis?

But aside from a large audience, online advertising also offers unique targeting capabilities. You can easily segment your targeted audience with geographical, demographic, buyer personas and even behavioural tags. You can thus target a Caucasian female in a her thirties, shopping online for shampoo during the mid-afternoon in Pocono or within a 5-mile radius.

What probably makes online advertising stand out from traditional advertising is that it is measurable. With online campaigns you can track the performance of your campaign, with provided detailed reports.

So… Can online advertising be affordable?

Yes, even with a limited marketing budget there are cost effective means of marketing. For example, pay per click (PPC) with search engines can be relatively inexpensive solutions to look into. This method allows you to establish a pre-set limit and you will only pay when someone actually click on your ad. Though the principle of this online advertising can be easy and effective, you are still going to look into getting a compelling landing page that gets the results you were aiming for, whether it was to have them subscribe to a newsletter, make a purchase, call you or make a reservation.

Landing Page and Call to Action

Whatever means of online advertising you choose it is important to send your new visitors to a unique page that is called a “Landing page” and not to just your Homepage. Though this may seem counter-productive there are very good reasons to do so:

  • A Landing page allows to reiterate the message that attracted the visitor to your ad and to click on it—meaning you continue the message started on your ad creating this way a unified experience.
  • A Landing page also allows you to gently but persuasively push the visitor toward a specific action.
  • A Landing page allows easy tracking of the traffic brought by your paid-online advertising.

The Call to Action will require a more thought-out strategy as it can make the difference between signing a new customer or wasting your money. Once the visitor has been attracted to your compelling landing page, what is it you are looking to achieve or get? Ask yourself, “What is it you want the most from them?» A successful landing page will have a clear call to action that will tell visitors exactly what they are expected to do. Be sure to also have the call to action above the fold.

Overall, online advertising are a long-term solution and not a quick fix. The online advertising platforms have some different requirements search vs social etc. However they all require constant vigilence and observation. Patience and time so you can do adjustment, tweak a little your campaigns. Though it won’t be replacing traditional advertising, online advertising needs to be considered in your marketing budget. Just be sure to set a budget and plan for the long-term or get help when necessary!