During the last decade, marketing tactics have changed as technology has advanced greatly. The print advertisements and commercials that were part of the 20th century are no longer relevant. The internet has provided advertisers with new ways to promote their goods and services. The internet reaches a wide audience. Gannett Company estimates that newspaper advertising dropped by more than $1 billion dollars in 2013. This represents a 5.3 percent decrease from 2012. There has been a shift from print advertising to digital and web based ads.
Online marketing has experienced a tremendous surge in finding tools to reach potential customers. Advertisers use search engine optimization, social media marketing, and internet web advertising. While the goal of marketing is to promote sales, it is important for companies to reach the highest rank on the searches using Google. Google has created Goggle Adwords and Adsense to help in the marketing process. This Adwords and Adsense with other strategies can be used to create a dynamic marketing plan for a business.
What Is Google Adwords And Adsense?
Most of Google’s earnings is made through internet web advertising. Google’s internet web advertising programs Adwords and Adsense earned $50 billion of $57 billion in revenue in 2013. In order to reach a larger audience, Google created Adwords which is an internet web advertising strategy designed to optimize marketing efforts. The main idea is to use words that appear in Google searches the most often. This gives marketing executives a chance to see how consumers think. It is a good plan for established and new businesses.
Adwords gives companies a chance to bid on the placement of an advertisement and keywords within Google’s website. Anyone doing a Google search in relation to the business will pull up the company’s ad and their website. Google only earns money if these search results are clicked. This is called a cost per click and it is designed to direct web traffic to the company’s website. This is a win win situation for Google and the company.
Google Adsense is another great marketing tool offered to companies. It helps the company reach a larger audience. Google puts the company’s ad on other website in order to generate click and increase web traffic. Google has the reputation of being the popular search engine. Because of its popularity, Google can offer these internet web advertising strategies to generate revenue. In return, the company can expect an increase in web traffic which will help its sales.
Let’s Talk Search Engine Optimization (SEO)
While Adwords and Adsense produce some great results, there is a way to improve your internet web advertising game without spending money. Search Engine Optimization is the key to organically increase the web traffic to a website. It analyzes all the search queries to come up with the best words to advertise the business so that it will be seen. Google has the most hearty market share in search engines, advertisers use this to their advantage and customize their SEO efforts to fit with Google’s search algorithms.
Because optimizing a website for SEO is not an easy task, a majority of companies outsource this task to an SEO expert. An SEO firm audits and analyzes the features of a website. They look for keywords and links. To improve the website, a company may have to do more coding, link building, and redesign the website design. Digital internet web advertising continues to grow and marketing strategies will change again. Maybe search engine optimization may not be the best method to obtain the highest search results.
Now Let’s Get Social
One can measure of internet web advertising by counting the clicks on a link or how much traffic is directed to the company’s website. Social media connects individuals that wish to share their experiences. Social media is an important driver in web traffic.
Facebook is the primary social media platform for private and public entities. Twitter and Instagram are the next two popular platforms. One huge advantage of advertising on social media is that you have a built in audience who is constantly connected to each other. Advertisers can use a low-cost tweet or Instagram photo or Facebook post with incredible results.
Social media marketing is built on customer opinions and customer engagement. Customer impressions give us how many times the advertisement was seen but it does not necessarily have to be clicked. Marketers also need to know the level a customer is engaged in the business. It does this by reading the Facebook post, tweets, and looking at Instagram photos. An important target demographic of 20-30 year olds are highly involved in social media conversations. This can lead one to believe that social media is the most productive form of digital internet web advertising.
Now Let’s Get Mobile
Over the past 10 years, mobile phone technology has improved the design, innovation, and service for mobile customers. Pew estimates that 90 percent of Americans own a mobile phone and 58 percent own a smartphone as of 2014. Because of the improvement in the mobile phone business and the huge growth in mobile phone use, this opens a new door in digital internet web advertising.
Mobile phone advertising now includes display, videos, social, and search. Different websites are advertised on display and videos. Display ads are presented as banners and video advertisements that are similar to television commercials. Mobile advertising is increasing faster than the other forms of digital channels. This is because the customer has a chance to search and go on social media on the smartphone. Thus, this generates revenue for the search provider and for the company.
Now Let’s Talk Bottom Line
Widespread internet access has allowed to reach more consumers faster than thought possible. Google Adwords and Adsense help to increase search rank for a cost. There is also search engine optimization, social media advertising, and mobile advertising that can be used to reach consumers. How do you measure the success of your efforts? You have someone run the analytics which measure the impressions and engagements. The growth of online marketing is continuing to expand with revenue exceeding $42.8 billion in 2013. This represents a 17 percent increase over the prior year.