Here at Increase Visibility we advocate a combined approach to achieving success with organic search placement and reaching out to consumers.
With that in mind, we have to remind you that although Google is without any doubt the biggest player out there, you cannot forget that there are other search engines and that you need to be on their radar as well.
Recently, Yahoo experts had some interesting things to say that follow along the lines of this same theme: it is important to make a combined effort when it comes to marketing. Their advice was that companies and organizations use both search ads and display ads. Contrary to what you may have heard, one method does not reign supreme over the other and you should not throw all of your weight behind one just one of these advertising tools.
There are some people who have been advised to put all of their eggs into the search advertising basket because it is easier to measure the results of search ads. We are certainly not knocking the idea that it is important to be able to measure results. We do think it is important to have all of your bases covered, though. So if you choose only one kind of advertising, you may have a blind spot in your advertising program, one that the competition may be all to ready to fill.
Just as you don’t want to only use posters or only advertise on the radio, it pays to diversify when it comes to your internet ad campaign.
Yahoo gave the following scenario: a potential customer clicks on one of your display ads, views it, but leaves without making a purchase. Then some time later, this same person does a search through Yahoo by typing in one of your search keywords. This time the potential customer becomes an actual customer because after they see your ad, they decide to buy this time around.
As you can see display ads and search ads can work hand in hand to help customers find you and encourage them to purchase your products and services.
If you are wondering about the effectiveness of your current website marketing efforts, call Increase Visibility. We can help track your marketing to let you know who is visiting your website, where they are coming from and what pages are the most popular. And we can give you the insight to interpret these results in a way that you can decide what is working and what is not working as you grow your business.
