Online advertising costs far less than traditional media
Most Australian business owners have recognised the importance of online advertising and now factor the cost of internet advertising into their overall marketing budget. While there is a tendency to consider online marketing spend as an advertising cost it must be noted that a successful, comprehensive online marketing campaign makes a considerable contribution to increasing brand awareness – it is important to recognise your online marketing spend as a long-term investment rather than a cost. In comparison to traditional media, such as television, print and radio, online advertising costs are significantly lower – especially when you consider that online advertising is customised to take you directly into view of your target market, something traditional media just can’t match. It is important to be aware of the pricing structure on offer from your chosen online advertising service provider. There are a number of different pricing alternatives that advertising consultancy firms will put forward such as cost-per-action or cost-per-visitor to add to the search engines cost-per-click charge so it is important to understand exactly what you are getting before you invest.
Search Engine Optimisation (SEO)
The majority of legitimate organic SEO service providers offer a fixed price for optimisation services over a pre-determined period of time. It is important to understand that SEO results are usually achieved over time and it is worthwhile taking this into consideration when developing an online advertising budget. Companies claiming to deliver instant SEO results should be given a wide berth as they are invariably run by overseas scammers and con-artists. The cost of the SEO element of online advertising varies significantly from provider to provider but usually it is not performance related so a successful SEO strategy becomes more cost efficient as it evolves.
AdWords or pay-per-click (PPC)
Pay-per-click advertising such as Google AdWords involves bidding on keywords relevant to your business. Depending on the competitive nature of your industry and other criteria such as ‘quality score’, achieving consistent success with Google AdWords can be difficult. The more competitive a keyword is, the more you will pay for each click and the general trend thus far has seen cost-per-click on the increase. As you literally pay for each time someone clicks an advertising link through to your site, the cost of an AdWords campaign grows as traffic increases. roi.com.au’s expert AdWords specialists can help you drive business with Google’s pay per click option – contact us on 1300 650 274 to find out how!
Making Use of Google Analytics – it’s FREE!
One of the first considerations in preparing a marketing budget is always how much an advertising campaign will cost your business. Few companies take the time to contemplate what the lack of an online marketing strategy is costing them. While SEO and AdWords are the two obvious ongoing costs associated with your online advertising strategy, there are a number of other factors which you will need to consider in order to get the best possible return from the price you pay. Is your website user friendly? Does it contain fresh, relevant and interesting content? Are visitors sticking around long enough to understand what your business is about? What pages are attractive and interesting to your visitors? What pages are prompting them to lose interest and leave? Why is your brand new website not ranking on Google? These are just some of the questions that Google Analytics can answer for FREE! The wealth of information at your disposal through the Analytics platform allows you to refine your site, improving underperforming pages and optimising your site in a user-friendly, fresh way so that the money you invest in online advertising is likely to generate a positive return.
Devise an Online Marketing Strategy with return on investment in mind
Evaluating online advertising purely on price is a fundamental mistake which can render a campaign virtually useless before it begins. Take the time to evaluate your entire web strategy – use the free tools available to you such as Analytics and Webmaster Tools to gain an understanding of what does and doesn’t work on your website. Before opening the cheque book, ask yourself what are the short-, medium- and long-term goals of your business. See how SEO has helped businesses across Melbourne, Sydney, Brisbane and more or for information on how roi.com.au can help you to maximise the potential of your website – call us on 1300 650 274.