Use AdWords Geo Targeting to Keep Budgets Lean

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Just about anyone can have a good reason to use the geo targeting capability.

A small local advertiser may care only about reaching people within a single zip code or a few nearby zip codes.

A somewhat larger advertiser such as a car dealer may want to reach an entire metro market.

Regional advertisers of course might want to focus on multiple metro markets or entire states. Continue reading “Use AdWords Geo Targeting to Keep Budgets Lean”

Site Personalization Matters More to Advertisers Than Visitors

Site personalization is an essential part of any online advertising strategy.

crowdSite personalization is an essential part of any online advertising strategy.

It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies.

Two companies that know this well are Google and Facebook. The two largest online advertising companies in the world generated $75 billion and $18 billion respectively in the most recent fiscal year, according to their public financial reports.

Google revenue grew nearly 14 percent year over year. Facebook revenue grew 44 percent during the same period.

Consider that all advertising expenditures will grow less than 5 percent in 2016, according to Advertising Age.

Consider as well that digital advertising online will grow 20 percent in 2016, Emarketer says.

That means the growth of Google and Facebook is coming at the expense of other companies in traditional media. It also means that Facebook’s growth is coming at the expense of other online companies.

Site personalization is key to their success with advertisers. Continue reading “Site Personalization Matters More to Advertisers Than Visitors”

Targeted Content Development Builds Revenue

Web site content development creates revenue opportunities for publishers by targeting key categories that appeal to advertisers.

Web site content development creates revenue opportunities for publishers by targeting key categories that appeal to advertisers.

Site publishers or staffs can do only so much before they run out of resources — time, money and energy. So it becomes a question of where to invest those resources for the best returns.

Ideally, they go into content sections that have high advertising appeal, high visitor appeal or a combination of both.

They go into content sections with high readership appeal only if those sections also have strong potential for advertising. Continue reading “Targeted Content Development Builds Revenue”

Ad Targeting Creates Opportunities for Both Publishers and Advertisers

Ad targeting gains customeTargeted Advertisingrs for advertisers and at the same time gains revenue for publishers.

Ad targeting gains customeTargeted Advertisingrs for advertisers and at the same time gains revenue for publishers.

It also is a partial answer to the dominance of online advertising by Google and Facebook with their ability to use contextual advertising (which also is a form of ad targeting).

Online targeted advertising is the ability to reach consumers based on their demographic, geographic and other types of individual data.

Google’s DoubleClick ad-serving software provides the ability to target by geography and other characteristics. Continue reading “Ad Targeting Creates Opportunities for Both Publishers and Advertisers”

How to Target One Zip Code with Online Advertising

Targeted AdvertisingThe growth of online advertising is partly due to its efficiency and return on investment compared to other forms of advertising.

One of the most important examples of that efficiency is zip code targeting.

Traditional direct marketing has been able to target down to a single zip code if the means of getting the flyer or other material to the addresses in that zip code were available.

If nothing else, they could always get there via the post office as long as the marketer also had all or most of the addresses in that zip.

The costs showed up in four main forms: Continue reading “How to Target One Zip Code with Online Advertising”

Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.

Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. Continue reading “Facebook Targeting Works Like 18th Century Newspapers”

Local Email Marketing Thrives on Highly Targeted Lists

Email sounds almost antiquated in the world of mobile and social media, but it remains one of the most cost effective ways of reaching and retaining customers.

Email marketing listA local email marketing program is inexpensive to start and challenging to build. If done right, the rewards are substantial.

The best practices in email marketing can be applied to the local level. What makes the local level unique is the smaller audience and the cost limitations for the marketing budget in a typical local business.

While the potential for a small audience sounds discouraging, it takes only one lead that buys a house to produce a substantial commission for the Realtor who handles the sale. Continue reading “Local Email Marketing Thrives on Highly Targeted Lists”