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Once you have determined your marketing strategy and brand message it’s time to put a clever treatment to persuade potential customers to consume more of what you sell!
The most effective advertising has even transcended the products they sell to become part of the popular culture. Entire TV programs have been dedicated to the “World’s Funniest Commercials.” Super Bowl ad viewing has become almost as important to water cooler office talk as the football game itself. Buzz words and catch phrases from commercials routinely become part of the world vocabulary. It’s not uncommon for the advertising icons to become beloved and perhaps more popular as the products they represent.
Another critical aspect of the creative effort is WHERE the promotion takes place. With the advent of social networking media such as blogs, Facebook, Twitter and MySpace, the options for business advertisers are more exciting and promising than ever. Some of the most captivating and effective creative efforts are taking place on Internet-based social networking platforms that didn’t even exist five years ago.
One of the most interesting new advertising models is Pay Per Click (PPC) advertising. These are the ads that show up along side Google searches, email, wikipedia entries … almost everywhere. PPC can be one of the most cost-effective ways to target sales via the internet because you only pay when their ad is clicked. This is difficult work and a specailty for Schaefer Marketing Solutions. For every customer campaign, we manage:
- Keyword selection requires more than just selecting words that relate to your industry and services. Avoid doing so, as it can easily return irrelevant clicks that may increase site traffic but ultimately do not return valid inquiries. This translates to a wasted budget. Be cautious when selecting the number of keywords you are bidding on. Quantity is not quality in matters of PPC. Select only well researched and relevant keywords.
- Ad copy – What is normally considered as engaging copy in the marketing world does not necessarily translate to the confining limitations of a PPC ad. A professional or firm can guide you as to what is enticing and will generate action in this specific marketplace.
- Click Through Rate – One of the biggest mistakes an advertiser will make is launching a PPC campaign and letting it sit, without consistently analyzing and optimizing based on performance. Allow the campaign to ramp up after changes are made and closely monitor the impact of the changes. Give the modifications you’ve made enough time to settle and confirm their actual impact, then analyze.
Schaefer Marketing Solutions has a network of creative professionals who can help determine the most effective treatment and medium for your message at the lowest possible cost.