Online Ads: Location is Key

// August 17th, 2010 // Social Media Marketing

The first time I ran an online campaign I was amazed at the multitude of options I could select. The level of precision that I could target my ads was impressive and immediately I thought, standard advertising is dead. Well standard advertising isn’t quite dead, but social media marketing is quickly gaining traction as an effective marketing tool for nearly every type of business. Before we continue let’s understand the following:

Analytics

Website analytics are used to track what visitors are doing on a website. This information cannot be used to identify a specific person, however it can share information such as their city/town and country, as well as what they clicked and how long they spent on each page.

Conversions

A conversion is when you get a visitor to follow a specific path to complete a given task. This could be signing up to your newsletter, or purchasing  a product or filling out a survey. In your online campaign one can have several aims and track the channels for each conversion.

So….

Given these two terms we can then create a very precise standard online ad campaign. When standard online ads are coupled with social networks like Facebook, it is made even more powerful. Facebook allows you to target ads based on age, adding another option to location and keyword fields targeting. Given these tools one can create an ad for a specific area (Kingston, Jamaica) and specify an age group (18-25) who are searching or reading about cars for an upcoming product targeted to that area, age group and interest. Not only that but using analytics an online ad manager can see exactly how many people interact with your ad, what they do on your web-page and track subsequent conversions. The higher the conversion rate, the more successful your ad campaign is. The best part about this is there is no guess work and you know how effectively the online ad campaign is affecting your sales or interactions (by tracking conversions).

Creating an online presence

Even if your ad viewers are not interacting as you would like you are still increasing your online ad presence. What is an online presence? Well it is the level of brand awareness online. How can we track this? By looking for keywords on Twitter and Google, to see how people are discussing your brand, see who is sharing your content and to see which online personalities have the most influence. Sometimes the buzz generated by those with high influence is so great you can make the person a brand ambassador.

So in short, when creating an online ad you don’t have to worry about creating a huge campaign that is going to be visible to the whole internet. You can target the ad to a specific parish or city, age group and specific keywords, for maximum effect and minimum cost. Traditional media sells blanket advertising, online ads are specific to your target market only. How have you interacted with social media advertising?

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