The holiday season is here again and marketers are busy coming up with the best strategy to target consumers’ looser accounts. Email promotions have proven to be a hot favorite again when it comes to online advertising. To make shopping online more enticing, free shipping comes next on the top strategies list.
Of course, we are also concern about small businesses. In Q3 of 2009, search advertising has increased significantly from Q3 2008. The average number of keywords purchased also went up. Don’t think Google is very much happy as it lost some 5% of spending share from Q3 2008 to Q3 2009. Bing, on the other hand, gained 2.9% share. It also brought small businesses the highest click-through rates, followed by Google.
Click-through rates are no longer an adequate ad performance measurement. As a marketer, you should not be contented with a click-through. There must be goals planned out, such as what actions you would want consumers to make, be it filling up of a form, spending more time on the site or going to a particular page from the landing page. Ads get you the click but the rest is up to how your site is designed and planned out. Use visuals to direct them to where you want them to go, keep them longer with relevant and interesting videos and make sure your marketing message is clear and consistent throughout their whole journey on your site.
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