How to Make Advertising News
How to Ask Questions, Revisited

How to Lure a Better Audience

071127x As the pace of change accelerates, we don't always get a chance to consider some opportunities thoughtfully. If you haven't looked at Google Adwords recently, check out their new site-targeting capabilities. Now you can specify exactly which online publication will carry your ad. You don't have to let Google pick the sites (although it's a good way to discover sites you might not have considered.) For those of us who aren't working for a "quick sale," attracting an audience from somebody else's content to our content makes a lot more sense.

It used to be prohibitively expensive to test an ad in something like Business Week and nearly impossible to draw readers of that publication over to try your publication or to read more about your offering. Now you can limit your exposure with Google's budget management tools, test different headlines and compare how your ads are performing across publications. Who says advertising is getting harder?

I caught up on these possibilities in a subscription-required MarketingSherpa article: How to Get the Most Out of Google AdWords - 8 Strategies to Maximize ROI, 2007-Oct-23. One of the most popular presentations at their recent Demand Generation Summit was by David Szetela of Clix Marketing. He presented this system for finding the best sites for your advertisements by using Google's Placement Performance Report. I will not "re-publish" the system here but was pleased to see that he recommends finding a few strong keywords and sites to attract your audience rather than use lots of keywords running all over the place.

If you want to take advantage of some of the best marketing research being done, you should visit MarketingSherpa's home page every day to see what's being shared "open access for 7 days." That would be doing your marketing calisthenics!

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