A new website in any competitive sector must be launched with a strategy for driving traffic and sales conversions. We will look at your business situation, consider the available tools and techniques, and make a recommendation.
If your strategy requires the generation of significant volumes of traffic very quickly, we will usually recommend "pay per click" advertising using Google Adwords or an equivalent tool.
Google Adwords
Google Adwords are the “sponsored links” that appear at the top and to the right of the regular search results in a Google search results page. The advertiser pays when a Google user clicks on the Adword link to visit the advertiser’s site.
The primary benefits are that a properly constructed Adword campaign will attract people who are guaranteed interested in the products the advertiser offers, and the website owner gets absolute visibility of the results and the return on their Adwords spend. Pay per click advertising is the most effective mechanism available for generating traffic quickly to any website.
For e-commerce businesses, Google Adwords are usually an essential component of the traffic generation plan, especially in the early life of the new site while the site's rankings improve in the organic (ie non paid-for) search engine listings for key target search terms.
Google Adwords can be made extraordinarily well-targeted and cost-effective using techniques such as:
- Geo-targeting, ie limiting the appearance of the adverts to web users located in specific regions
- Chrono-targeting, ie limiting the appearance of the adverts to certain high potential times of day
- Skilfully crafted advert content designed to deter any searchers who are not in the market for the advertiser's specific offer, and
- Carefully calculated budget limits to provide absolute certainty as to total monthly spend.
Facebook Adverts
Facebook allows the placing of adverts in its profile pages, either on a pay per click basis or pay per impression (where you pay a fee for every thousand appearances of your advert on the page.)
Placing adverts in Facebook has the same advantage of strong measurability as search-based advertising, and offers a stronger brand-building opportunity because the advert will incorporate your logo or another relevant image.
Facebook also offers users a way to show their approval by clicking the “Like” button. This creates a viral marketing opportunity because all of their friends will potentially see that they have “Liked” your advert.
Facebook allows you to set geographical and demographic targeting criteria which determine who will see your advert. So, if you were a Jersey business selling high end women's clothing, for example, it would be possible to specify that your adverts should only be seen by women in Jersey aged between 25 and 45 who have an interest in fashion.
The opportunities for targeting and measurement are unparalleled, and this fast-growing form of online marketing offers fascinating opportunities for brand development and sales growth, especially when conducted in an integrated way with the social side of Facebook.
We can help...
We offer pay per click and pay per impression advertising consultancy services, campaign set-up, campaign optimisation and ongoing campaign management.
If you would like a free initial consultation please contact
Mark Evans by e-mail or on +44 (0) 1534 488888.