Seen one of these lately?
“For only R350 set up fee, you can take advantage of our FREE ADVERTISING special offer now, and get additional adverts on a further 6 websites – ALSO FOR FREE! – for a full year”Sounds like a good offer, doesn’t it? Real value for money?
What the spam mailer omits to tell you is that the websites where your ad will be placed fail to appear on any keywords on the Google search engine. So it doesn’t really matter HOW cheap the ad is, it’s as good as flushing that money down the toilet. If the websites are never found, then no one will ever see your advert and the money you spent is just wasted.
How to avoid wasting money?
Advertise with well established websites that appear often on search terms appropriate to your business, on the first 2 pages of the search engine of your choice, such as Bing or Google. Then you can be reasonably sure that a wide variety of people will see your advert.
How do you know if your advert is working?
Well, there are two aspects to this question.
The first question you need to ask yourself is, “Why on earth does Coca Cola spend so many millions on advertising, when everyone knows about Coca Cola and will buy it anyway?”
Well, the answer to that is simple.
It’s all about Name Branding.
Keeping your product’s name in the forefront of everyone’s mind.
The minute that Coca Cola stops advertising, sales immediately plummet and profits drop drastically. People start buying Fanta, or Pepsi, or Coolaid – or what ever is being presented as being the “in” thing.
The public is fickle and need to be constantly reminded that your product is OUT THERE.
This type of advertising does not always show immediate results, but really works in the long term.
The second type of advertising is when you are offering a particular service, such as accommodation, where people will contact you for bookings, or for a particular product that you are offering for sale. Again, make sure that you are advertising with a reputable on-line company, and not with some: fly-by-night company trying to just make a quick buck. Some guidelines:
- Check where the advertising website appears on Google search engines
- Check how long the advertising company has been in business. Remember, businesses that have already survived for many years, obviously have stayed in business because the product they are offering is valuable and worthwhile using.
Hope this gives you all some small but worthwhile tips.
More on this subject next newsletter.