QUICK TIP #4 – Display Advertising

People spend 95% of their online time browsing websites with display ads. Whether you are trying to target a regional customer base or focus on nationwide markets, e-Display ads can help you generate online leads, jumpstart stagnant sales, introduce new or seasonal products, and help build your brand.

  • Using Contextual Targeting

Know who you are selling to. Your demographic settings should be tailored to the audience of these websites. For example, if you sell golf clubs, make sure you maximize your ad spend by targeting your ads to golf related websites.

  • Test, Test, Test

Display Ads are generally a “top of the funnel” campaign. That means it’s very broad. Be patient and test various targeting settings to see which ones are most effective.

  • Monitor Your Campaigns to Increase Efficiency

Check your analytics to find out which demographics, topics and categories are performing best. Spend more of your budget on the websites, or targeting groups that show higher conversion rates.


More on Display Advertising:

Thinking about introducing new or seasonal products for the holidays?  In a recent study by Experian.com we can see that nearly 60% of marketers will utilize online display advertising this holiday season, topping other popular channels such as search, email, and print ads.  Click here to read more.



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QUICK TIP #1 – SEP –Search Engine Placement


If you own a website, it’s natural that you want to be listed at the top of the search results. This is because users will most likely find a website that suits their needs towards the top of the page. The further down the page you are, the more likely it is that many people will miss your website. Whether you are selling products or services, you need strong search engine placement in order to get more business.

  • Choosing Keywords

Consider how people will search for your web page. The words you visualize them entering into the search box should be your target keywords. Keep in mind the language your business uses is not always the same language your customer uses. For example, you might consider yourself a “software dev staff augmentation firm” but most people would simply search “software development team” or “outsourced software development team”.

  • Don’t Fight the Odds

Make sure your targeted keywords are always at least two or more words long.  Most of the time, single-word searches are too ambiguous to be effective. There are many reasons why someone might search for something like “bicycle.”  Don’t spend all your time fighting the odds. Choose phrases that contain two or more words, and you will have a much higher chance of success.


More on SEP:

Illustrating the importance of being on top, an infographic on SearchEngineJournal.com shows clicks from paid search listings are now outnumbering clicks from organic (unpaid) search listings by almost 2:1 in keyword searches with high commercial intent, or keywords where the searcher is looking to buy a product or service. Click here to read more.


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