If your business gets some decent revenue, it’s likely that you would be interested in advertising on the Web if you haven’t done so already. It’s not as simple, though, as simply uploading some text or an image and pressing “Next” on your browser. There are many factors, like the price you’re willing to pay per click (PPC) or per one thousand views (PPM). We’re not going to talk about what you should choose and how much you should pay, but we are going to cover something just as important: How you should approach advertising.
If you’ve noticed, Apple went on a marketing rampage, plastering its brand all over popular movies. Its brand appears when an actor opens a MacBook Pro or an iMac (as is the case in Two And A Half Men). Why does Apple do this, if it knows that it has no guarantee that the customer watching the brand it paid tremendously to put up in that film will actually buy the product? If you ask that question, then Apple knows something you don’t: How to properly market your brand.
On the Internet, you can do this by simply “retargetting” or “remarketing” your customers after they leave your site or search for keywords related to your business. There are a number of advertising services that do this:
- ReachLocal – This company is a middleman between you and several other services that focus on advertising and promotion of your website and content. It has all-in-one advertising packages costing anywhere from $700 a month and up, depending on your industry and market. It includes retargeting in all packages. The most basic package includes Google ads, Yahoo ads, Bing ads, local directory listings, retargeting, and ad tracking.
- Google AdWords – If you want to use Google exclusively, you can just slip into AdWords and start a retargeting scheme. This is possible using their own platform. They also include a brief summary and show you where you can create a retargeting ad within it.
- Advertise.Com – This site is a standalone ad provider where publishers and advertisers join to exchange advertisements. Here, you can also get the option to retarget your ads to your visitors.
The old saying goes: ‘If you build it, they will come’. This is not necessarily true on the Web. You must learn to market your site properly and try to coax your visitors to come back.