Internet marketing specialists follow three general principles regarding how to approach online advertising to generate targeted web traffic.
Marketing and business author Seth Godin once suggested that mass marketing is a strategy best applied to inflexible media outlets. Large television stations could send information to millions of people at once. That makes such platforms ideal for marketers with few custom features or large demographic segments to speak to.
That same brand of marketing – the mass marketing that defined the 20th century – is largely useless online. Rather than the small selection of channels and limited entertainment offerings, the internet is a buffet of selections and ultra-specific content. Where television would provide unspecific and general content, the internet succeeds in bringing ultra-niche content to any type of audience.
For this reason, it is absolutely essential that any pay-per-click banner or any other online promotional asset follow the same principles and obey the same realities. Keeping that in mind, there are three ideas, strategies, and principles that can help anyone from internet marketing specialists to media buying newbies approach to web traffic generation with an eye for the specific and a careful disregard for wasted clicks.
Targeting and Customizing any Type of Internet Advertisement
While the internet has ushered in a new era of advertising – one packed with cost-per-click advertising and customized placements – it is still largely unspecific and easily bested. Media buyers apply do-all theories to their targets while affiliates create pay-per-click banner advertisements with limited potential for change. Furthermore, big-budget branders target the same old websites with the same old tired banners.
Knowing that the more progressive internet advertisers and internet marketing specialists should aim to be more specific with their campaigns to achieve even better success. Instead of aiming at a domain-wide level, they should target their placements at the content or author-based level. A greater degree of specialization and targeting will enhance the value of web traffic, increase conversion rates, and eliminate wasted advertising inventory.
Paying Premium Rates for Online Advertisements and Placements
Internet advertisers often divide the World Wide Web into tiers of authenticity and value. High-profile websites such as Amazon and Google rank highly – drawing in significant interest and benefiting from a great deal of trust amongst their user base. Questionable websites and amateur homepages are treated less enthusiastically – ranked poorly due to their editorial bias and limited value.
It is the same philosophy that is behind Google’s PageRank system, and it is one that can be useful for determining the value of online advertising placement. Whenever internet advertisers and internet marketing specialists are tasked with the decision of picking advertising positions or website targets, they should study prices in relation to value for users. High-value websites are often worth the extra money, especially when they have already built a great level of trust with their regular users.
Deliberately Developing Internet Advertisements That Do Not Appeal to Everyone
Traditional internet advertisers and internet marketing specialists think in terms of scale. It is a product of their environment and one that is only natural. With time slots to fill and audiences to reach, it is inevitable that the most generic and universal pay-per-click banner or other types of internet advertisement will be the most effective.
Internet marketing specialists, however, operate using a different metric: the per-click cost. As unqualified clicks are of no use, it is significantly more worthwhile to send people away from a website than it is to send them towards it. Internet advertisers who practice turning customers away will master the art of generating targeted web traffic and attracting the right customers – the customers, clients, and partners with a genuine interest in the product or service being offered.