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There are lots of options when it comes to advertising on the web, including search engine advertising and banner advertising, or listing your business in online directories. Here are some important things to consider when creating your online advertising programme:

 

It's really important to include the right keywords in your online advertising. You need to find out what words people are using to search for businesses like yours and then include those terms in your ads.

 

To help you with this, you could try out several keyword suggestion tools to find out the right terms to use including Keyword Spy and Word Tracker.

 

Generally, it is a good idea to ensure links to your site from online ads are directed through to a purpose-built page for the ad, rather than to the homepage. If your website visitors have to go through the entire homepage to find the area of the site they are looking for it creates a barrier to making the sale.

 

These days, most online businesses have a comprehensive search engine marketing programme. This is where your ads show when someone uses a search engine to look for keywords that are the same as the ones you have chosen. A great option is Reach Local's ReachSearch, pay-per-click search engine advertising developed specifically for local and regional businesses.

 

Search engine marketing is also a great way to see how effective your marketing programme is because you can easily tell how many people clicked on your ad and measure sales generated through your campaign.