Online Marketing: The Fundamentals

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If you want to get the best possible ROI from your marketing campaign, you need to ensure that you grasp the fundamentals of online marketing properly. This is especially true if you are letting someone else handle your digital marketing. If you aren’t getting the returns that you need, you may need to rethink your strategy. If you don’t have a strategy, it’s time to create one.

Paid Search & Retargeting

When people are new to online marketing, they focus mostly on how large their reach is. It feels great to know that hundreds of thousands of people are viewing the ads which you designed for your own company. The reality is that viewership doesn’t matter at all when it comes to marketing campaigns. It doesn’t matter whether a thousand people saw it or whether 10 million people saw it – in the end, what really matters is how many people turned into customers because of it.

If you are getting a lot of views but are not converting into clicks, calls or form-fills, moving consumers down the conversion funnel, it means that your ads are probably being shown to the wrong audience. You need to make sure you chose the right target market, and that you chose the right avenue for marketing. It can be very beneficial to review your current customers and try to create a model of what your ideal customer looks like. Then look at where these people usually go online and what you need to do to target people in this group. Keep retargeting until you see an actual bump in your sales that corresponds to your PPC campaign.

SEO (Search Engine Optimization)

If you really want to leave a long term impact on your company’s online marketing, you need to focus on SEO. Search Engine Optimization is different than running a PPC campaign. It is an investment in time instead of paying for each click or call. If you optimize your website for search results properly, you can eventually be one of the top-ranking websites in your region, earning your site considerable exposure to online traffic. You will be surprised at how many new customers you can get by being in the first page of search results, especially since (for the moment, at least) the natural or organic search results on a search engine results page outnumber paid advertisements better than 2:1.

If you want to truly optimize your website for search engines, you will need content that catches people’s attention. The search engines of today such as Google, Yahoo, and Bing have complex algorithms to determine what is a good link and what isn’t. One of the chief metrics for this is the amount of time people spend on a website. If you write engaging content, a lot of people will spend time on your website, which will tell Google that your website is interesting for readers, which can result in Google showing it to more of its users as a good and relevant search result.

The more unique and interesting your content, the more people will find your website in their search results. You also need to make sure that you regularly update your website with good content.

Get the Power of a Los Angeles Advertising Agency Behind You

Online marketing is time-consuming and takes considerable experience.  Trust our professional digital advertising team at Ad Leverage to generate the return on investment you are looking for.  Our Los Angeles-based ad agency creates dynamic websites and expertly manages your paid advertising and SEO campaigns.  Give us a call to see how we can come alongside your business to ramp up your exposure and lead generation: (805) 230-9100.


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