Sunday, September 21, 2008

The Biggest Bang For Your Buck

The Biggest Bang For Your Buck

Search Engines provide you an effective vehicle for promotion of your
website. There are no doubt other channels available. ‘Directories’ is often
included in the generic term ‘search engines’ although they are distinct in
their characteristics and function.

Advertisements through banner displays at popular and often visited sites
and “portals”, reciprocal links, affiliate links and programs that direct visitors
from one site to a targeted site (with a payment associated with such
arrangements) and publicity through other media are other well known
avenues of promotion. Mass email campaigns, publishing and distributing
internet newsletters, ‘permission marketing’ using list servers and internet
based marketing promotions including coupons and sweepstakes are other
forms of online advertising.

The key determinant is what value the initiative offers you in return for the
investment. Metrics are somewhat more difficult to establish for search
engine optimization compared to other direct forms of advertisement. Some
suggested measures for determining ROI are discussed in a later section.