When you want to attract quality traffic to your website and generate more interest in your business, paid online advertising campaigns can help to capture the right prospects and generate more leads. Paid advertising includes sponsored search campaigns, pay-per-click advertising and even basic strategies such as banner ads and text links. Small business owners with limited marketing budgets can benefit from paid online advertising because these campaigns are highly-targeted and can attract buyers who are actually ready to buy.
As a small business owner, I’ve found that the most effective approach is a combination of pay-per-click campaigns, banner ads and contextual ads. Your strategy will depend on your target buyer’s online behavior and what your competitors are doing. In some cases, your online advertising strategy can complement traditional advertising methods and your offline marketing efforts.
How Paid Online Advertising Works
The primary goal of paying for advertising online is to attract prospects to your website and generate leads. Paid online advertising campaigns allow you to target your online marketing efforts to people who are most interested in your products or services at any given time. Unlike conventional advertising methods that might reach only a handful of interested buyers, paid advertising can be customized to target people in a certain location. Some ads can be made visible only to people who are using certain search terms and keywords when doing an online search.
Some online advertising methods allow you to target your campaign based on demographics, geographic location, and even time of day. This gives you much more control over how much you are spending and also increases the chances that you will generate the right type of interest.
Types of Paid Online Advertising Methods
Some of the most popular and effective paid online advertising methods for small businesses include:
– Pay-per-click campaigns (PPC)
– Incentivized advertising
– Popup and popunder advertising
– Floating ads
– Banner ads
– Sponsored search listings
– Interstitial ads
– Unicast ads (commercial-style ads that appear within a browser)
– Contextual ads
– Text link ads
– Takeover ads (an ad that appears over the entire screen before the visitor has a chance to visit a website page)
The cost of each of these online advertising methods varies by the ad publisher and the niche you are advertising within. In most cases, you will be able to track and monitor the results of your campaigns. You will be able to review click-through rates and the number of impressions so that you know exactly how much it is costing you to attract a buyer – your cost per acquisition (CPA).
As a small business owner, you may find that you can attract the most buyers with a combination of three or more methods. Finding what works best for your business can be a trial and error process, but since most paid online advertising methods are measurable, it won’t take you very long to find the right mix.