5 Things You Must Do Before Internet Advertising Paid

Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly if you aren’t careful. How do you make sure you are getting the most out of your paid ads?

Just the other day, I was speaking with a business owner in my local community. They recently had begun an aggressive Google AdWords campaign that was working, sort of. They were receiving new leads, but the leads were for things they didn’t even do. Their AdWords buy was too broad, and they were paying for leads that weren’t any good.

How do we make sure that our paid advertising is performing as it should be? There are several simple things we can do to make sure we are getting the most bang for our buck.

<blockquote><p>Understand How Long Tail Keywords Work</p></blockquote>

The main thing we need to understand before jumping into paid advertising (especially search advertising) is how it all works – more specifically, how keywords work. Google’s AdWords tool is a great resource for discovering keywords in your industry.

The problem with this tool is that it tends to push people toward very broad keywords that are far more expensive and much less effective. These are called “head” keywords. It is important to remember that you aren’t necessarily looking for the highest-traffic keywords. You are looking for the words that your customers use to look for you.

So, you will need to be on the lookout for something called “long tail keywords.” These keywords are the longer, more specific keywords that, when added together, make up the majority of search-driven traffic.

Study 800 Numbers Still Popular With Advertisers

Despite growth of the Internet over the past seven years, the use of toll-free phone numbers in television advertising continues to grow, indicating that the telephone remains a prevalent response tool, according to a recent study.

The 2005 Toll-free Numbers in Television Advertising study, commissioned by 800response, concluded that 35 percent of all television commercials feature phone numbers, and 82 percent of those phone numbers are toll-free. Furthermore, 74 percent of the toll-free numbers in television ads use the 800 prefix. Of the 800 numbers, 61 percent are “vanity” numbers, meaning they spell out a word or company name.

A similar study conducted in 1998 concluded that 24 percent of TV commercials displayed toll-free numbers. At that time, just 55 percent were vanity 800 numbers.

The 2005 study of 5,524 television commercials from four networks in four major markets found that vanity 800 phone numbers are increasingly prevalent in today’s television ads, up approximately 6 percent. The 800 prefix remains the leader as a direct response tool over 866, 877 and 888 prefixes. The study found that these prefixes come in far behind the 800 prefix for usage in television advertising at 6 percent, 8 percent and 12 percent respectively.


<blockquote><p>Over the last seven years, advertisers continue to understand that using a unique and memorable mechanism in television advertisements increases their response rates,</p></blockquote>


said Mitchell Knisbacher, president of 800response, a provider of vanity 800 numbers and toll-free service. “The two TV studies, over the past seven years, prove that 800 toll-free and vanity number usage in advertising is still strong, and growing. Advertisers continue to provide their customers with phone numbers so they can make contact with a live person, notwithstanding the spectacular growth of the Web.”