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Your Toronto Search Engine Advertising Advisor
Need an online advertising consultant? Know you could benefit from some sponsored Google links, but need a knowledgeable advisor to help make wise choices? Walden has years of experience setting up effective search engine advertising for our small business clients.
Consumers are spending more time online each month – 30.5 hours now compared to 25.5 hours just two years ago. They rely heavily on search engines to locate desired products and services, so a highly visible listing is crucial. Search engine optimization improves organic (free) placement, but adding sponsored (paid) listings greatly increases the odds of being seen.
With this form of advertising, your ad is shown when a viewer enters a sponsored search term. You only pay when the viewer is interested enough to click on your link, but the price depends on evolving competition for the search term – so it's essential to regularly evaluate potential costs and benefits.
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Sponsored Listing Confusion
As mentioned on the search engine optimization page, most search engines get their sponsored listings from either Google AdWords or Yahoo Search Marketing (formerly called Overture). MSN Advertising has recently entered the mix. Yet with only 3 major players, setting up this advertising can be far more confusing than it initially seems:
Google allows an incredible level of geographic targeting... for example, only customers within a few blocks of your location, speaking specific languages, could be selected to view your ad. In contrast, Yahoo allows local searches in the US only, and setup requires a completely separate account.
Google requires plural search terms (e.g. plumbers vs. plumber) to be entered separately, while Yahoo rejects them as duplicates.
Yahoo displays the exact payment required to be listed in a desired position. But Google's keywords overlap so much, that often only general placements are known in advance.
And if you don't know the difference between "sponsored search" and "content match" you could be in for a very expensive surprise. Walden can be a much-needed affordable guide through the online advertising maze.
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Want to greatly increase your web traffic? Depending on your online competition, search engine advertising may be perfect for your small business. Call or email us to discuss how we can help. |
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