Newsstand

September 27, 2011
Getting Found through Search Advertising [DMA11]

One of the many ways that companies get themselves noticed online is through search advertising, the method by which online marketers pay to get their ads placed on the search results page of a given search engine, depending on the keyword entered. This is also called paid search and will usually result in a text-only ad appearing on the sidebar of the search engine page.

But where a lot of companies get into trouble with search advertising is in failing to target the right keywords and seeing very little result for their efforts. As with most methods of gaining visibility online, there’s a science to search advertising. And there are about as many ideas and opinions on how to find success at it as there are experts on SEO for marketing. So what’s a company with a healthy budget to do?

Some might say throw money in all directions and hope that something sticks, but the buckshot approach isn’t one that should be taken with any sort of online marketing. Your best bet is to learn from experts and to test drive some web analytic software which will help you arrive at the most effective methods of targeting your audience.

To find both, all you need to do is get yourself to Boston in October for the DMA2011 Conference & Exhibition. This event will feature hundreds of vendors offering services to help hone your online marketing craft, as well as workshops and labs dedicated to a variety of topics on digital marketing – search advertising included. For more information on the classes being offered and the vendors that will be present, visit www.dma11.org and register to attend today.

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