Online Advertisement: What Google won’t Tell You

#Business

It is interesting to note the number of hours we spend on the internet becomes more than we spend on other social media even the Television, the internet has become increasing important to advertisers. Many are aware of the unlimited opportunities business and brands could be exposed to through online advertisement, but they get frustrated each time they spend so much money putting their advert on Google and other websites without getting required or expected result and eventually think online advertisement doesn’t work.

What ha Google got to do with this? Everything! Google makes over 70 percent of their income from online adverts. They sure are thee pacesetters online on doubt. With recent development and application of their store, it is obvious Google no longer want us to watch TV, they want us to be online 24 hours every day so that they can make money through online advertisement. I got so curious and that make me to ask the question I asked at the G –Nigeria event early this year in Lagos. Frankly, am yet to receive an answer to that question. Well, let’s leave that for another day.

One of the benefits of online advertisement over traditional advertisement is that the former can be track and measured, online adverts when done properly drive instant sales with high conversion rate from prospects to consumers with a click, and can be highly targeted at the right customers.

For effective online advertisement or campaign, the advertiser must have a defined and thought –out plan, your website which is the heart of your online adverts will have to be ready in all sense of it to others. Your plan should include your budget for the advert, payment method suitable for your advert. All these summed up in a campaign objective.

Your campaign Objective (CO) must be well defined; this is where many people miss it. Your campaign objective is simply having a clear term of what you want as an advertiser. It must answer some of these questions:

§  What do I want to achieve with my online advert?

§  What type of products or services am I advertising?

§  Who are my target audience, where can I find them online?

§  Is it to let them know about my brand (brand awareness)?

§  Is it to make instant sales or

§  Drive traffic to a website or to create a demand?

The answers to the above questions will help you choose the right method, the website to do your campaign and the mode of payment suitable for you.

The most common payment models for advert online are:

Cost per thousand (CPM): this is needed when brand awareness or exposure is the primary goal of the advertiser.

Cost per Click: In this model, the advertiser only pays when their advert is clicked on by a prospect. This is the most effective when the aim is to drive a website.          

Cost per Acquisition (CPA): Here, the advertiser only pays when an advert delivers an acquisition. For example, buying a product, filling of form, downloading of a file etc. This is the mode of payment used mostly in affiliate marketing.

Fixed Rate: Here, the payment is fixed as the website offer a rate for given space per month. This is usually good for banner adverts and campaign that target a particular niche market.

Cost per Engagement: Here, advertisers pay for advert placed in video or applications such as facebook apps based on the interaction with the advert. Advertisers pay when an action is completed by the prospects.

In conclusion, your success as an online advertiser is largely determined by your Campaign Objective (CO), so have a good plan before you put that advert! And also get an Internet Market Expert to guide you all the way and you will benefit from the unlimited prospects online.

This post was written by Mr. Kenneth Omeruo, an Internet Marketing Consultant. You can contact him via e-mail: Kenneth@techtrendsng.com. Visit his website at www. techtrendsng.com.