Google Internet advertising Webinar
I just attended a Webinar held by Erika Murray from Google Adwords. Very interesting! She answered questions driven by her alliance with Google of course, but had some very good tips.
It's important to plan, plan, plan, then track, track, track in any campaign, that's for sure. I'm going to include a new question in our internet advertising planning asking whether the client would like to specifically drive more traffic, improve the current click-through-rate, or get more sales – more return on investment. Our campaigns usually achieve all three, but we could work on one improvement exclusively for more targeted advertising.
Most of our clients want an improvement on ROI as they want to keep the budgets as small as possible. One of our clients is spending £300 a month (and seeing a big profit – we're making sure of that!), another is spending £20 a month, and their return on investment is averaging around the same percentage. Internet advertising definitely levels the playing field for small businesses!