Internet Marketing and advertising ideas

Advertising doesn’t have to wipe out your bank account to be effective. When you learn to negotiate, know when smaller ads are as effective as large ads, ask for discounts, and create an irresistible offer, you’re on your way to skyrocketing profit margins!
1. Negotiate
Have you noticed that some people seem to always get the best deals? Yeah, you pay full price and think you did OK until they show up with the same thing, only they paid several hundred dollars less. It really get your goat! How do they do it? They’re not afraid to ask for an extra discount.

Yep, don’t sell yourself short because you didn’t ASK the next time your advertising rep makes an appearance! Even if you’re already getting a discount, ask for a bigger one. You have not…because you ask not.

2. Trim
Bigger is always better…or is it? When it comes to advertising, don’t be surprised if some of your short ads meet with more success than larger more expensive ads. Trimming down on the size and cost of advertising doesn’t mean you’ll be trimming the results!

3. Exploit the Freebies
What’s the difference between advertising and publicity? …who’s doing the talking. Yeah, when you sell yourself, it’s advertising. When someone else is selling you, it’s publicity…and it generates credibility and interest that you don’t want to miss out on.

Think about the different ways you can get your business in the spotlight. Do you have some news… write a press release? Write some “how to” articles with a short byline at the end and release them to ezines, magazines, newspapers, and other publishers. Why not promote the product of a non-competitor in return for them promoting yours…think of the totally different market they affect!

Yep, there are a lot of ways out there to get free advertisement that will benefit your business. Of course you won’t be able to rely solely on the freebies, but hey, you can get a little extra for nothing!

4. Improve Your Offer
Is your deal too good to pass up? If not, you need to improve it. Hey, I’m not talking about cutting prices even more…you’ve still got to make a profit. You can make the deal sweeter just by increasing the readers knowledge of the value of the product, or adding bonuses that are perceived as valuable, but cost you little.

Motivate buyers with expirations and “too good to pass up dates”. Yeah, an open ended offer encourages procrastination…which leads …yep, nowhere. When the customer knows he has until Saturday to purchase an item he’ll pay more for on Sunday, he’ll make it a priority to head for your shop.

Advertising doesn’t have to wipe out your bank account to be effective. When you learn to negotiate, know when smaller ads are as effective as large ads, ask for discounts, and create an irresistible offer, you’re on your way to skyrocketing profit margins!
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Local Business Advertising

“I don’t need the Internet to advertise – I’m a local business!”

Okay…

If you could spend £0.04 (or $0.05 in the US) and have a new customer – what would you do with your local business advertising budget?

I hope you would spend that money again and again!

Granted this is the ideal example and you are likely to pay much more then £0.04 per customer you acquire, BUT – herein lies the rub for local businesses:

An internet presence announces your business to the world.

When you are online, you have little control about where traffic is coming to you from (if you are not actively driving traffic that is), but what if you could make sure that people who lived in your area, who buy your goods and would make ideal customers could be targeted!

Google Adwords can help you target local people, not people from New Zealand if you live in the UK – but people close to you.

Pinpoint geographic targeting of prospects is an optimum use of your local business advertising budget.

Is it 100% foolproof?

Alas no, but it’s a good start.

How do I do it?

Well the easiest way to do this is as follows:

Create a national campaign with your search terms and your location terms – eg: If you’re a plumber in Poole then “plumber poole” would be a good keyword.

Create a geo-targeted campaign (this can be done in a couple of ways – I’ll leave the nitty gritty details out for now) which means your ads are served to local people when they search for your keywords.

So in the plumber example if a local person types in “plumber” and doesn’t mention anything else, your advert will be shown.

So goes the theory anyway.

Does it work all the time?

Like I said – Not always very well.

This is because Google uses IP addresses to determine location and this method is somewhat of a cleaver when a scalpel is required.

It all depends how diligent ISP’s are when allocating IP addresses to their customers, the only way you can know is through empirical means.

What if the regional targeting is producing no results?

If this is the case then a national campaign with location terms included (as mentioned above) is your best bet.

If you were to run a national campaign on the same keywords without the location terms, you will be competing with other players who have a national presence for your particular product/service which could prove very expensive.

Your local business advertising budget spend should at the very least give Adwords and PPC advertising in general a tryout. Remember there are an infinite number of keywords in any target market.

Just because the big boys may have a stranglehold on the ‘obvious’ terms does not mean your market is saturated.

About the Author: Tom O’Brien is a certified Google Adwords Professional

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