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The internet provides a special opportunity as an advertising medium. Your website is open 24-hours a day for your customers and clients to come and learn more about your goods and services. Each visitor to your website is a potential customer looking for information to help them to decide where to go to get what they need. It allows them to find the information they need at a time when it is most convenient for them. It follows that increasing the number of visitors to a website that provides customers with with relevant content will result in increased sales.

Search Engine Marketing

People don't often listen to the radio or read newspapers and magazines just to check out the ads, but with an internet search engine, they're searching for your product or service. Search Engine Marketing holds a unique position as an advertising tool in that it targets only people that are already looking for the goods and services that you provide.

They go to Google, Yahoo!, MSN, or one of dozens of other places and enter whatever it is that they are looking for, and out pop the results. Search

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Sales Pitch

Engine Marketing targets these people by displaying clearly identified sponsored links along with the search results. Better still, they give you the ability to target your ad campaign to a local, regional, or national audience depending upon your needs. At your option, your ad can also be displayed on sites of relevance within their search network. The result is an increase in quality traffic to your website. Quality traffic, because these people that are already interested in what you have to offer.

A Recent Campaign

Search Engine Marketing can be very cost effective as well. Although your ad may receive hundreds of impressions, you only pay when someone clicks on your ad. In addition, a daily limit can be established to insure adherence to your budget. Here are some figures for a recent campaign put together by Web Creations By Z for Chippy the Clown on a click-charge budget of less than $2 a day.

Prior to this campaign, visitors came to the Chippy the Clown website as referrals from organizations where Chippy is a member, general search results, and word of mouth. After placing the ad, traffic to Chippy's website and consequently the number of people requesting information on her availability increased significantly as shown in the chart.

Further analysis of the statistics show that visitors who came from Search Engine Marketing viewed more content and were more likely to contact Chippy than those that came from other sources. In fact, over the first two months the ad ran, two-thirds of those contacting Chippy through her site had clicked on her ad. When you consider how valuable each customer is, the ad campaign was well worth the cost.

Additional Promotions

Search Engine Marketing can be an effective way for businesses to attract potential customers to their website. But it's not for all businesses and it won't reach all customers.

You can leverage your website's effectiveness by featuring it on your printed materials and in your advertising. Featuring your website's address in your advertising allows your website to become an extension of that ad, providing additional product information or taking the customer's order.

Consider revising your current printed materials as well. Does your business card or brochure contain your website's address so customers know where to go to get additional information? Our partners at Graywolf Designs can produce a full range of printed materials including promotional materials featuring your websites address.

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