PRODUCTIVE INTERNET ADVERTISING

Productive internet advertising as opposed to SEO can prove to be profitable and economic as an advertising medium

Search engine optimisation is not suited to every type of website and I often caution website owners about spending money on SEO that will never return them a profit. Personally, as a search engine optimiser, I turn away more clients than I take on. For some clients there are better, more economic and potentially profitable internet advertising mediums. Having said this, with the right type of website and correctly implemented search engine optimisation, under certain circumstances, it can prove to be the best internet advertising strategy.

UTOPELE

If you are thinking of starting an internet business and don't yet have a website, or if you have a website and want to drive quality, qualified traffic to your site, then Utopele could be the best couple of hundred pounds you ever invest in your internet advertising.

You would need to read the chapters on search engine optimisation and Utopele to fully understand why. However, by building pages on Utopele you can either test the market to see if there is a market for your product or service, or link them into your exiting website.

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Providing you don't try and conquer the world and choose sensible key phrases, you can optimise advertising pages on Utopele that will be treated very favourably by Google and the other search engines. For less than 60p per day, you could have web pages in the top ten of Google for the key search terms you need.

BOOGAMI

You will have read and heard a lot about Boogami in the press and on the television. Built by James Wildish a sixteen year old schoolboy, Boogami was catapulted into the public spotlight in August 2008.

If you have a product or service that can be sold to the majority of the population, pound for pound the pixel advertising could prove to be the most efficient internet advertising for driving traffic to your site.

What started out as a search engine with pixel advertising has grown and is developing in a number of directions offering internet advertisers exceptional advertising opportunities. I would strongly urge everyone to use this search engine to search the web and thoroughly explore this innovative site.

FEEDER PAGES

There are times when a website is not built in such a way that it will prove economic to optimise it for the search engines without a complete rebuild. In fact, as most websites aren't built for the search engines, this happens far too often.

The solution is to build and optimise web pages with unique content and host them on a hub site and link them into the original website. The pages can be made to look exactly like the original website so that people will only realise that they have jumped from one website to another by looking at their browser's address bar.

There is a technique to this and many website designers and optimisers try to emulate this structure but end up creating doorway pages that can get the host website and the website the pages are being listed on penalised. The solution is not to do it unless you know exactly what you are doing.

SALES LEADS

Covered in detail in the appropriate chapter, sales leads are what I call guaranteed response advertising or GRA. As opposed to PPC, you only pay for every enquiry you receive so you know exactly what your advertising spend and response is going to be.

We generate sales leads for a variety of businesses. Overseas property, home improvement companies, removal firms, mortgage brokers, personal injury lawyers and a myriad of other types of businesses.

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Filters can be put in to ensure you get quality enquiries from people that fit your criteria and live in certain areas or countries. So the quality of an enquiry can be managed by you because they are based on the information you provide.

Lead generation is only worth doing for high value products and services because it costs as much to set up a lead generation system for someone selling a product that is going to earn them thousands of pounds as it does to set it up for someone selling a low worth product.

NEWSPAPER/MAGAZINE ADVERTISING

Despite the fact that our main business interests are focused around the internet, we do have partner companies that handle offline advertising, marketing and PR.

We are heavily involved in the internet but even we do not think that the internet is the be-all and end-all when it comes to advertising. You have to remember that a website or web page does not exist until someone clicks on it and the search engines are reactive. In other words, they only respond to a request for information. Productive internet advertising as opposed to SEO can prove to be profitable and economic as an advertising medium.

This is why it is important to advertise in the press to attract customers who can respond by seeing an advert that grabs their attention. The art is in knowing which publications are best suited to your target audience and our media buyers will be happy to advise.

TELEVISION ADVERTISING

Got deep pockets and a company that needs to be catapulted into the public eye? Then television advertising is the most effective way of doing it. Our television advertising production partners produce more direct response television advertisements than any other company in the UK.

Choosing the right commercial production company is essential but then you need advice about which channels to advertise on, when to advertise, what commercial slots will be best and which may prove the most profitable. Are your potential clients the type that watch Coronation Street or the History Channel?

You need to seek advice at every step and our TV partners are well versed in helping companies launch themselves on television.

BAD INTERNET ADVERTISING

Fall into the wrong hands and one thing that all advertising agencies are good at is spending your money, and most are exceptional at wasting your money with little return.

We get countless emails from internet marketing companies who have been given a budget to spend by a client and are simply trying to find ways to spend the money to show the client they have done their job.

BANNER ADVERTISING

Many of these requests come from advertising agencies asking to put banner adverts on our home page or specific web pages. Despite the fact that our websites get hundreds of thousands of visitors in the course of a month, very few actually visit the home page or some of the pages these agencies want to advertise on. The reason for this is because every page on our sites is optimised for different searches and these are the doorways to our site.

So without any research or forethought, these agencies are prepared to throw money at us so that they can tell their client they have secured advertising on one of the busiest sites on the internet. As much as we would like to accept their money, we have to explain that we believe that banner advertising is a pointless exercise and they would be wasting their client's money.

SPAM

Never buy a database of email addresses. The poor bastards that have found themselves on these lists are overwhelmed with spam. They are never subscribed lists, they have been beaten to death, and you could get your website or ISP blacklisted.

Spam ends up in junk mail folders, it rarely ends up in the inbox of someone who is likely to be interested and the email addresses that are being sold are being sold by unscrupulous pariahs on the internet.

This is not to say that email marketing doesn't work. It works if the database is clean and highly targeted and not just a list of email addresses that have been gleaned from the web. If you want to reach a highly targeted list of UK businesses use this.

POP UPS AND POP UNDERS

I will immediately click out of any website that displays a pop up or pop under when it is displayed. Many of these damned things refuse to close when you click on them and many are there to put a cookie on your PC. Some carry internet viruses and Trojans that can infect your computer, so avoid all sites where you know they have pop ups and pop under advertising.

If any advertising agency or company offers you this type of internet advertising, you will know that you are dealing with arseholes of the lowest order.

INTERNET ADVERTISING

Internet advertising is a black hole that you can pour money into if you don't seek the best advice. My advice is not to deal with anyone that approaches you via email or telephone. If they have to resort to cold calling in any form, their own internet advertising isn't working and that means they are having to resort to other methods. If they can't make their own internet advertising work for themselves, what chance have they got of making your advertising work?

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The Golden Web - The Internet Entrepreneur's Definitive Guide to Making Money Online

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