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Posted 13 July 2009 |
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Be found where your target audience is...
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We’re half way there in our
series of Useful Google tools. Now, to look at how the efficiency of
your website can affect your customers.
Online technology can help
you get ahead of the crowd in the current downturn by providing
reduced cost methods for keeping up with your competition and by
helping you make decisions about where to invest to get the best
returns.
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Digital advertising remains the best place to invest in a downturn
as people will still spend countless amounts of money even when the
economical recession is in a downwards spiral. Since we’re able to go
onto the internet anywhere at anytime with a simple click of your
mouse, the demand for useful and relevant content is growing day by
day. As well as being relatively cheap, online marketing is more
measurable as results can be tracked in real time. It’s also highly targeted,
allowing your business to reach the right audiences in the right
markets at the right time.
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According to ZenithOptimedia
‘Advertising Expenditure Forecasts’ media spend is set to decline
by 8.7%, digital media in the UK is roughly expected to grow by
2.3% in 2009, representing 18.8% of total media spend.
Google’s Conversion Optimiser is an AdWords bidding feature
that manages your keyword cost-per-click (CPC) bids based around
specific conversion goals. That way you can get as many profitable
clicks as possible while saving money when a sales conversion is
unlikely to occur. |
You can increase profits by increasing
conversions and decreasing costs, it’s easy to use so you can spend less
time managing bids manually, and the best thing of all is that it’s
completely free!
If you want your target audience to find you, then
Google Ad
Planner is worth taking a look at. It’s a research and media
planning tool that connects advertisers and publishers. You can target
customers through demographic information based on their behaviour and
location with specific data and search facilities available. You can
combine stats for multiple sites in your media plan.
Put simply, if you make your website efficient, you will see the results, and
they'll be impressive.
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