There are many ways to promote your business online and drive high quality traffic to your website. Here are few most popular and proven methods to consider for your next marketing plan.
Search Engine Marketing (SEM): SEM promotes your business by listing it on the first page of Search Engine Result Page (SERP). Also known as Pay-Per-Click (PPC), Cost-Per-Impression (CPM) and Cost-Per-Click (CPC), it is the fastest way of reaching your customers by bidding on the right keywords. SEM requires an in-depth research of both head tail keywords and long tail keywords. The SEM strategy is to find the right mix of these keywords to meet the budget goals.
For example you sell custom made cellphone cases. When someone search the phrase “buy custom made cellphone case” or “buy custom made cellphone cover” and your ad is visible on the first page, your chance of selling that product is relatively high.
Display Network Advertising: It is the best way to promote your business using images & videos on popular websites. You can choose from various ad formats (text, images, videos) and display them on websites, apps, games, email page, blogs etc. The most common examples of display network ads are banner ads, youtube video ads and simple text ads.
You can choose the location of your ads based on content & keywords, relevant products & services and interest & behavior of the prospects.
How successful your ad campaign will be…
If you can display your ads on relevant websites across your industry
If you can select the popular websites/apps and display your ads on them
Remarketing only to those prospects who have recently visited your site.
Here are few examples to understand various Display Network Advertisements and applying them correctly in your next ad campaign.
Scenario I: Contextual Targeting
Consider your business sells custom made cellphone cases. You will yield good traffic if you display your ads on the websites that are related to cellphones, especially those related to selling cell phones.
Scenario II: Managed Placement
For example, based on your past performances, you want to display your ads only on the websites that sell specific model or brand. You will use this strategy to filter and select the medium where you want to display your ads.
Scenario III: Remarketing Campaign
Remarketing is a very powerful tool and most of the businesses have successfully adopted this strategy. In remarketing campaign your ads will follow the prospects who have recently visited your website.
YES, the remarketing ads will practically follow the visitors and appear across the websites, apps, games etc they use.
For example, if your recent website visitor opens up nytimes.com, your ads will show up on it. The highest bidder will have the higher chance of being visible.