Internet advertising is a very effective instrument. Instead of paying thousands of dollars for traditional advertising avenues to receive intangible results, it’s now possible to pay only for ads that reach their mark. No other medium offers this kind of targeted, on-demand, pay-as-you-go advertising.
Google is the king of search and reaches billions of people.
According to the Google AdWords help site “higher quality ads typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers, and Google – when the ads we show are relevant, closely matching what customers are looking for” (Google Adwords Help, 2015).
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Pay Per Click advertising (PPC) can be a powerful marketing tool combined with landing pages specifically designed to convert website traffic into sales.
Imagine a potential customer viewing a product on your site, then proceeding to somewhere else on the web. The next day, as she reads a favorite blog or social media feed, a banner ad featuring your website acts as a reminder of her interest in your product. She clicks the ad, proceeds to your site and buys your product.
Remarketing is a highly efficient, often under-utilized tool which ‘marks’ viewers whenever they land on your website. These marks allow specific, targeted ads to be displayed to your site visitors as they surf the internet.