Why The Internet Marketing Is Outstripping Television Advertising

The AdWords PPC (pay per Click) and CPC (Cost per Click) campaigns have taken off and are flying this is now recognized as the new medium with which to get word of your company out there.

The largest advantage of CPC and PPC campaigns is that they are more directly marketed to a companies target consumers whereas Television advertising has always relied on knowing what target demographic what at what time of the day and night and what types of programs they view although this has got down to quite a accurate science now with A,B,C1,2 and D categories for the population It still provides a broad base in each grouping meaning your advert seen by three quarters of a million people might only apply to 15,000 people meaning the cost per conversion is huge. PPC and CPC campaigns along with website optimisation and other online targeted campaigns have a gigantic advantage over Television or Radio advertising in that your advert only gets displayed to people carrying out searches specific to keywords and keyphrases that the individual has chosen, and if a CPC campaign is run as opposed to a impressions campaign then you only have to pay for adverts that a customer reads and then decides to act upon so you are not wasting company revenue on just displaying an advert.

The other enormous advantage of advertising online is control. Not only control of where your customers appear when they visit your website via the link they have clicked (you can direct them anywhere) where as a TV or radio advert usually only gives a home page address if it gives a website address at all that is! But also you have vast control over you budget and when and where your advert displays. Today’s date is the 5th of March 2007 with if I decide today that I want to run an advert on say ITV1 the earliest I will be able to get that advert aired is June 2007 according to itvmedia.co.uk that’s three months away, this is the same in the magazine industry if your company competes in a niche industry the average lead time required for getting your idea to the masses is between two and three months. But you want your customers NOW1 with Yahoo, Google and the other major search engines if you decide to run an CPC campaign if you are using the right online marketing company you can be live by the end of the telephone call you have with them and your advert is being seen by your customers.

Obviously I have not taken into account the cost in both money and time of making your TV or Radio advert or the cost of a graphic artist to make the magazine advert this on top of the costs you as a company incur for the rental of the time or space in the said Media.

According to ITV’s own website the data they provide to people considering advertising, (so as not to appear bias and show the most expensive options i.e London I will use Norfolk for all examples that is Anglia TV.) All costs are based on 30″ commercials, average spot ratings, year average cost per thousands, (Remember these costs are only for one county not nationally the costs rocket if you wish to go national on the television.)

According to ITVs own data the cost of a campaign based on average delivery (“average delivery” A phrase to make any true marketer come out in a cold sweat and ask questions like “not targeted?” “What percentage of my customers will see this?”) This will cost an average of £94,255. Remember this does not yet include the cost of developing the advert which for example for a simple TV advert I worked on two years ago was an additional £5,000 budget (after a lot of business already put to the PR agency for magazine adverts over the last 15 years). To sum up this means the approximate average cost for an advertising campaign on Anglia Television is around the £100,000 mark.

Taking into account that most online marketing companies take a percentage management fee for running your advertising campaign Advertising with Google, Yahoo, Aol and the rest can offer you a extremely accurately targeted campaign where you only pay for the customers who have come to your website. If you have a good looking website that is akin to having the customer walk through your front door, as opposed to getting up and making a coffee because the commercials are on.

Working within the average costs from different Internet Marketing Agencies, deals are offered along the lines of £399 to secure you a minimum 1000 visitors to your website. Therefore for the same cost as running the above mentioned regional Television advertising Campaign your company could run a Local, Regional, National or even International Campaign (the wonders of the flexibility again) or all four securing you, if my math’s is correct, a minimum 250,600 directed visitors to your companies website.

The incredibly important word here is DIRECTED, these are people who have gone onto the internet and looked specifically for your type of product. Meaning before they have even seen your advert they are thinking of buying your type of product. It is now your websites turn to close the sale with an order online or the customer picking up the telephone and calling your sales line. And once again the massive advantage you have is that your advert (website or AdWords campaign) does not end after 30 seconds of air time meaning they have not yet found the pen to write down your details. It’s there on the screen in their home in front of them through their choice!

Daniel Warren is the Techncical Manager of Absmart Solutions Ltd. [http://www.absmart.co.uk] an online marketing solutions provider. Have worked both within Pubilc Relations and Technical Support roles since 1998 for some of the UKs largest IT companies. Currently He works for Absmart Solutions offering advice on website design, SEO and Adwords campaigns to ensure clients get the best ROI out their online resources.

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