Decrease Advertising Costs with Target Marketing

Small business advertising budgets spiral out of control all the time. Why? One of the most common reasons is that small business owners are so anxious to get traffic to their ecommerce sites (and possibly also to their phone lines vis-à-vis Pay For Calls campaigns) that they are relatively indiscriminate about who they target. In the thinking of rookie small business site owners, all traffic is good traffic.

Challenge that conception. High volume, targeted traffic is generally good. However, sending droves of visitors to your web site using undifferentiated, high profile PPC, PFC, or SEO campaigns can actually create havoc for your business. How? Every time a consumer clicks on your PPC link to your web site, for instance, you have to pay a small charge for performance.

If you are optimizing relatively obscure keywords or categories, this amount can just be pennies. If you are selling a high profile item or outbidding major retail competitors, you may have to pay dollars on the click. Over weeks, these extra costs can add up to hundreds or thousands of dollars -- money you must make up come revenue time.

Undifferentiated traffic can also eat up the resources of your associates. You only have so many people manning your phone lines and answering emails. If you have to spend 40 to 50 percent of your time fielding 101-type questions about your industry from people who don’t want to buy or don’t even know what your site is about, you’re taking time away from customers who really do want use your services.

In addition, failure to target your small business traffic can lower your momentum for small business growth. You may mistake the failure to convert leads as a problem with your web site and thus invest thousands of dollars redesigning and reconforming your site to move product to these surfers.

Even if it takes you just a week to realize that the real problem is undifferentiated traffic, attending to web site issues instead of to traffic issues can drain dozens of hours of company time which could otherwise be billed to clients or used to grow your strategy.

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Raise the profile of your business with this powerful selling tool. Online customers look for more than a name and number when they need goods or services. Use this method of free Internet advertising to show customers your vital business information.

Do you have questions? Call 866-311-4158 now to ask a superpages.com consultant about Online Advertising.