Target your audience
Being able to directly target your key audience in an online advertising campaign presents an incredible opportunity for SMEs.
And without the backing of big marketing budgets, any online advertising campaign should take advantage of this to exploit your strengths and weaknesses.
Unfortunately, running your own campaign on Google or Yahoo! can be quite time consuming and complicated to monitor. To maximise effectiveness and get the best return on your advertising spend, you need to have the ad-creatives that attract the consumer to click on the ad and then to phone or visit your business, and you need to ensure that your campaign covers all the various goods and services that you offer where you make most of the profit.
Most SMEs are great at running their own businesses but do not have the time or necessary skills to set up and run their campaigns but there are some great resellers of these campaigns who can help you through this potential minefield for a fairly low fee.
Consider:
If you run a typical 9am – 5pm type business, you may find you are wasting money by running ads that appear after work hours and missing any calls that come through.
Similarly, think about when your target market will be searching; for example, if you’re a recruitment agency, you would expect people to be searching outside of work hours
With 9 out of 10 people searching for businesses or service in a certain area, make sure your ads reach the people who are looking for you at that exact same time they are searching. You can read all about local search here.
To make sure you get the best attention try and find the Authorised Resellers of both Google and Yahoo! as the search engines themselves have picked them specifically for their honesty, integrity, and transparency of charges as well as their skills.
Tags: Google, Local Search, Online advertising, Yahoo!