Re: FN-FORUM: Banner advertising

date posted 2nd May 2008 13:49

Hi Nigel,

At 13:41 +0000 2/5/08, Nigel Page wrote:
>Have you tried google adwords?

Some of my clients have tried this but found it very hit and miss -
usually loss making.

>80p may sound cheap but on some adword campaigns I have only paid 1p per
>1000 impressions.

I'd be interested to know more about this.

Most of the online promotion I've done in the past has been "pull"
based SEO which (in my experience) AdWords is similar to.

An example product for "pull" marketing being travel companies
offering specific accommodation types and/or activities in specific
locations. The prospects already want the product so Google (et al)
using common search term patterns and generally pick one of the top
10 they find to buy from. Hit the right terms with SEO or AdWords and
you're in the shortlist for selection.

Here though, I am specifically looking at "push" marketing approaches
(eg: not search engine based) which may perform better for clients
with products which have mass appeal but are more likely to be
purchased on impulse.

An example might be a key fob compass, hob lighter, a set of mini
screwdrivers, a funky lemon squeezer. Handy stuff people pick up at
checkouts etc. when they see them but don't usually go out with an
intention to purchase.

Other examples might be new products or services which people might
find useful but don't yet know exist or can be found online - and
therefore won't be searching for.

In both cases it's necessary to take the product to the market (push)
rather than the other way around (pull) and ensure that the running
costs are low as you're not expecting to get high conversion rates.

Have you found AdWords effective for this kind of thing?

ColinR
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