Spam. It was once thought to be just computer generated junk sent out by strangers targeting any email address it could find, but today’s computer user considers a much larger category of email as spam. In fact, the email marketing campaign that many companies use to try to reach their clients never actually make it past the spam filter that someone has created. Even if it makes it past the spam filter, it has a good chance of never actually being opened by its intended target, but instead being instantly deleted or archived. Just like paper junk mail gets thrown right into the recycling bin, shredder, or trash; so is the fate of electronic spam. As a marketer you have to figure out new techniques to get your message into the hands of your potential customers.
Unfortunately, there are many companies that spend a lot of time creating monthly or weekly newsletters as part of their marketing campaign that simply never get opened. This is a lot of customers that still are not getting reached. Even a 20% open rate on mass emails is considered a good percentage open rate for a successful campaign. That means 80% of people that you know should be your customers are not getting your message.
To counter balance this effect, more and more advertisers are using online models of advertising, like Google AdWords. Google AdWords is a pay-per-click method of advertising, which allows you to reach customers who are searching for things that you offer. You don’t waste your money trying to reach customers that have no interest in your product. And unlike trying to reach the customers through an email, the customer is out there trying to reach a product like yours. Try using a pay-per-click advertising campaign to maximize this potential.
Don’t worry about thinking that you won’t be able to figure out how to manage the software client to manage one more type of advertising campaign. Google has created a full video tutorial that explains the process fully. There are online web tutorials that show you how to maximize an AdWords campaign. And it is not just Google. Every search engine has their own version of keyword advertising, and different pricing is available on the different sites. There should be room in your advertising budget to include a price-per-click advertising model.
One of the best parts of participating in key word advertising is that the advertising appears on a user’s page based on their own search history and interests. This can be based on the web sites that they visit, on text in emails that they right, or on things that they are searching for on the internet.
By trying out a pay-per-click advertising campaign, you don’t have a lot to lose. These campaigns can be as inexpensive or expensive as you would like them to be. Because of this, you can see if it gives you the results you are looking for, and back out at any time. Most likely; however, you will find that it fills an existing missing niche in your total marketing package.
