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Internet PromotionsThere are 3 parts to an internet promotional marketing program. your website.... banner advertising... and search engine marketing. Your website is your on line brochure. It communicates the message and image you want your prospects to see. Banner ads are the shot gun approach to web advertising. Like a television or radio ad, they target large audiences. But, depending on what web sites the ad is placed, the audience reached can also include a lot of people who would never become clients of yours. Search engine marketing is the rifle shot approach to web advertising. Search engine ads are displayed only to those people actively looking for something that you offer. It comes in two general forms. Pay per click or PPC - where you pay the search engine companies for key words that your prospects use to search for you. And, search engine optimization or SEO. With SEO you optimize your web site to the point where the search engines believe your website is the most relavent to the the key words used to look for you. With pay per click, when, where and how your ad is displayed is under your control... as long as you are willing to pay more than competitors. With SEO, what is displayed, along with when and where, is subject to the whim of the search engine gods... Google, Yahoo or MSN.
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