Online Advertising drives traffic. There’s no questioning that. If you run a well-managed online advertising campaign, you can increase your traffic by significant numbers. The real question is in the strategy and management.
In which spaces will you advertise? Will you focus on Pay-Per-Click in search engines like Google, or will you focus on Paid Placement on websites like LinkedIn, Facebook, etc. Will you employ Remarketing strategies? Which ads are effective? Where are you getting your return?
These questions are tough questions. You need strategic and persistent management to execute effectively and generate a return on your ad spending.
“Online Advertising went out a decade or so ago with death of the banner advertisement. But with Pay-Per-Click, Content Network Marketing, Paid Placement, and Remarketing… Online Advertising is back and bigger than ever.”
– Jason Broadwater
Even if you have an excellently managed Online Advertising campaign, you will only be successful by meeting certain other criteria. Online Advertising is about driving traffic, and driving traffic is only valuable under certain assumptions.
For example, if you do not have a professional website that represents your organization and services or products well, then driving more traffic to that website is not all that valuable.
If you don’t have clearly defined conversions (phone calls, contact forms, downloadable documents, free trials, etc.), then driving traffic is not all that valuable. If you don’t offer quality service or appropriate pricing, then driving traffic is not all that valuable. But if you do have these things, then driving traffic is the most meaningful marketing you can do.