If I Were An Advertiser Today

Balancing Television and Online Advertising with Social Media

TV and Internet advertising generate results for advertisers along with genuine efforts to engage customers using social media.

The trick is finding the right balance with a limited budget. I like to think about shows like Design on a Dime when creating a healthy mix. It’s possible to succeed on a budget if you know how to measure success.

I would incorporate both AdWords and display advertising.

Online Display Advertising Enhances Google AdWords Campaigns

Buying search terms with Google Adwords is much easier now that tools like the Google Keyword Tool can guide you towards less expensive, popular searches.

If I were advertising a product I would choose a term with less competition and enough traffic to generate interest. For example, the word ‘purse’ is intensely competitive because of the 2,740,000 searches performed for the term last month.

By digging deeper into the searches related to the word ‘purse’, we find 27,100 searches for ‘purse wallets’. If I wanted to test AdWords I would purchase a term like this to promote a wallet I sell.

The less competitive term means your advertising budget will go further.

Display Advertising Boosts AdWords Results

Microsoft is promoting a new software service called Engagement Mapping that shows how customers come to spend money with you.

I’ll save you the boring details. What struck me is the claim that display ads enhance search advertising by 22% (disclosure: my company sells display ads).

That means a customer might find your Google Adwords advertisement after being motivated to search the Internet from a display ad they found at another website.

I would combine less competitive Adwords terms with display ads that featured a strong reason for customers to visit me (customers want to know what’s in it for them).

TV Married to Social Media

Finally I would advertise with local television and include social media into the mix. Instead of pushing product I would feature a contest or customer appreciation event.

Once I learned how to identify my raving fans at a promotion event I would capture their love for my business on video.

What would I do with the video?

I’d share my customers words on YouTube, in online display ads, and on TV as well. Social media gives customers the power to sell product for you if you know how to use it effectively and genuinely.

Finally, keep in mind the effectiveness of locally based advertising in mediums like your city newspaper.