The popularisation of the site in the search engines, in essence, is work with exact questions. The result of optimisation can not appear simultaneously. Promotion of the site in internet works as an instantaneous fact. It allows the scalability of the auditorium range of the web site.
For example, there are multitude of key words and key word combinations for which the optimisation of the web site is a rather expensive undertaking. Usage of advertisement in this case is the most effective solution.
This is the internet advertisement for seasonal campaigns, promo actions, promoting certain products. All is determined by the promotional budget.
What type of internet promotion is the most effective for my site?
In most cases, internet advertisement is necessary for the web site to attract the potential clients of the campaign. At that by rule, to the initial stage of the advertisement in Internet not large budget is allocated.
In this situation, the most effective method of promotion is the promotion in search engines. This method is based on displaying promotional blocks in the main searching engines of a question of your potential clients.
What is the beneficial effect of placement of promotions in search engines?
Main advantages of promoting in search engines:
The most effective promotional technique of a web site concerning the correlation price to quantity of attracted clients.
Practically 100% outreach of the targeted auditorium, because the clients themselves are searching the specific information.
The highest response, because the advertisement appears at the time of emergence of a need in the user.
How is an advertisement to be paid in the search systems?
There are two ways of payment of such advertisement:
As a whole, the most actively developing method of advertising in search systems appears to be the promotion of a site, where the direction to the very site is paid (Pay per click). I. e. the advertiser, beforehand, identifies how much he is ready to pay for a targeted visitor, attracted by such an advertisement. And this, in turn, is determined by the number of the web site visitors who have become clients and the revenue brought by every such client.
What other types of internet promotion exist?
There are many types of internet promotion: banner advertisement, display on sites of promotional texts, price lists, articles, promotion in postal lists.
Usage of non – direct methods of internet advertisements is also effective – such as participations in forums and discussion groups, creation of own newsletter, development of a news section, competitions, games and etc. on the site.
How can effectiveness of internet promotion of a web site be forecasted?
The most crucial problem in budget planning is foreseeing effectiveness of internet advertising. All would have been simple, if it could have been possible exactly to be estimated how many web site visitors would have become buyers and the value of revenue they would have brought to the site. Of course, without usage of special methods, we would not manage to do this.
It seems that the simplest method is to ask the consumers, if they come from the web site. But in reality to do this is practically impossible for three main reasons:
As a rule, the manager forgets to ask that and if the conversation immediately goes to a specific purchase – he forgets all about it completely.
The one who often calls the company can truthfully say where from he understood about the campaign – whether from a printed advertisement, from internet, or just colleagues have told him.
The callers can learn about the site from many various sources: initially they had seen banner from a portal, then noticed the site in a forum, then heard from acquaintances, finally found the site in search engine and called.
Still there are ways to identify almost exactly this quantity. Ultimately, so exactly that adequate drafting of promotional budget becomes possible. This is done by the help of special programmes for reductions and discounts. For the purpose, on the web site is published information, saying that the one coming from the site - gets rebate. The rebate, on one side, does not have to be large, as not to be decisive in effecting the purchase and on other side, sufficient as to attract a client.
Sometimes, this method is supplemented by special techniques. For example, the potential client obtains through the web site, which notifies the manager in purchase, the manager compares him with the ones in the data base. In coincidence, the client obtains the discount and the manager received the veritable information that the client has come namely from the web site.
The discount can be replaced by a gift, whose value depends on the potential revenue, brought by certain client. However, the gift has to be sufficiently appealing to the client not to forget asking about it.
There are other techniques of evaluation of turning of web site visitors into clients. In every specific case, this matter has to be studied by own specific methods. Finally, the efforts return with interest, if lead to the exact planning of the promotional budget.