Avoid Getting Burned by Online Advertising

For small companies, one of the greatest advantages that online advertising has over offline advertising is the relative amount of capital your need to invest to start your advertising campaign. Television adverts and newspaper and magazine features are costly if you intend to reach a wide audience. However, you can start an online advertising campaign with a relatively small budget, say of just $50 a day.

Online advertising also has the benefit of it being easier to reach your target audience. Whilst you can try to ensure that your television adverts are placed during the correct programmes and magazine features are in appropriate publications and facing relevant articles, the chances that you are missing out on potential customers. However, by advertising your products at the point where people are looking to purchase a similar product, i.e. when they search for one online, you are far more likely to have a higher proportion of sales per advert.

Another key advantage that online advertising has over other forms of advertising is that an individual campaign’s success can be very accurately measured.

The success of other forms of advertising, such as television adverts and newspaper pieces, is very difficult to measure. The companies paying for these campaigns have to rely on statistical information gained by surveys or users using a special phone number or coupon code. Then, the companies have to extrapolate information obtained by these means and apply it on a wider scale to try and estimate how successful the campaign is.

However, with online advertising, using text adverts, banners and adverts on social networks, it is much easier to track the return on your investment. This is especially true if you use an online advertising service.

Monitoring the success of any advertising campaign is essential. Accurately knowing the weaknesses of your advertising campaign allows you to fix them and ensure that you continue to increase the return on your investment.

However, these advantages don’t always mean that the online advertiser is better off. If you only rely on conventional tracking methods to tell you the effectiveness of an online campaign, you could miscalculate the benefits of your adverts. This will happen if you do not consider the weaknesses of online advertising tracking.

The first weakness of online advertising tracking is that sales tracking relies on a pixel being triggered in the event of a sale. However, sometimes, the pixel will not be fired. This is most common when a buyer is using several different browsers or browser windows at once. If the buyer clicks on the advert in one browser and buys the product on another, the pixel will not be fired.

The second weakness of tracking is that sometimes adverts are successful indirectly. A user will see your advert many times and so be aware of your product but never click directly on the advert. However, when the user needs your product, they will search for it directly and so purchase it without clicking on your advert. Methods of tracking the success of offline advertising take this “awareness” into account as a key factor in the monitoring process.

On the other hand, online advertising measuring services often ignore this characteristic of online advertising. Most online marketing monitoring services do include brand and product awareness in their tracking system. They observe direct search engine entries and similar searches to see if searches suggest increased brand awareness as a result of your campaign. However, the focus of the monitoring tends to be on conventional methods such as number of clicks etc. Meanwhile, many people are wary of clicking directly on adverts they see on websites for fear of inadvertently downloading harmful files and so this skews the results of the monitoring services. Therefore, you should make sure that you don’t ignore this crucial aspect of your advertising campaign.

By combining all these tips, you can ensure that you make the most out of your online advertising campaign.

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