Website Marketing Directory — Search Engine Optimisation — Melbourne, Sydney, Australia

Soush Tips for Advertising Online
By Lisa Kelly

The web is the most accountable form of advertising because a marketer only pays when a user clicks on their advertising and they can target and optimize their campaigns on the fly to maximise yeild. No other medium is that accountable let´s face it.

The two most popular strategies for advertising on online are display & contextual advertising, a smart marketer will toggle between the two.

Both strategies can generate exceptional results for marketers depending on what their marketing objectives might be.

DISPLAY ADVERTISING

Display advertising is often integrated within a mainsteam marketing campaign where the creative is imagery and the primary objective is branding. These campaigns usually appear on the most popular websites like Ansearch, Netwealth or Mumsweb for example.

Here are some tips on running display advertising campaigns.

• Buy ads on premium sites which exactly match your target demographics. All premium websites should have the ability to track and provide this type of information.
• Next ensure you maximise targeting capabilitites which include dayparts, geographic, or IP address & browser type.
• Post Click Track campaigns to see where users go once they leave your site
• Obtain a login so you can optimise your campaign "on the fly" to ensure click through rates are maximized and under performing creatives and/or websites are removed from that particular buy.

SPONSORED SEARCH AND CONTEXTUAL ADVERTISING

Sponsored Search and Contextual advertising are delivered via text formats ¯ either through links in search engine results, or text based ads on relevant websites. Search advertising is still considered to be relatively new to most marketers, although a clever few are utilizing its effectiveness and reaping the rewards. Search ads were the fasted growing part of the $620 million online advertising market in 2005. (ABVS, 2005)

Marketers bid for relevant keywords in an online based system to appear within the top results of a search query or on a website of relevance to their product or service.

Search advertising is so effective because advertisers can target their message exactly to users searching for their product or service. Even more impressive is the fact that the advertiser only has to pay when a user actually clicks on an add. It is just so accountable.

Soush promote contextual ads (over pop ups and other invasive types of advertising) because they add value to a users search experience - the ads are so relevant that the click through rates are significantly higher than other types of advertising which keeps the publishers, their audience and the advertisers happy.

Lisa Kelly is the Senior Marketing Manager at Ansearch Ltd the parent company of Soush.