Use audience extension to reach your target audience online

Audience extension advertising campaigns, also known as retargeting, are advertisements that are placed online on sites other than the client’s own.  These ads can be targeting specifically to the client’s target audience and show up on top web sites such as CNN and Auto Trader.

Website browsers such as Google Chrome use cookies to track user data including demographics such as age and location, as well as interests, purchases and more.  When an audience extension campaign is set up, digital marketers can assign certain parameters to the ads, such as show to people in zip codes A, B and C, display to people ages 18-40, etc.

Audience extension campaigns ensure that only people in the client’s target audience are being exposed to their message, which is cost and time efficient. And, because the campaign is charged only when the ad is served, no advertising dollars are wasted on people who would most likely not be interested or being charged regardless of if the ad is actually displayed or not.

And the client picks the budget, so they are guaranteed not to spend more than they want.

Why Facebook is not a substitute for a business website

By Jenny Hopkins

ISJ Media

jhopkins@journalnet.com

208-239-3532

Surprisingly, many small businesses do not have a website. These business owners say, “I have a Facebook page so I don't need a website.” Facebook is a great tool for small businesses because it is free and pretty much everybody uses it.

But there are some things that Facebook just can't do for your business. Here are a few advantages to having a company website:

• You don't have ownership. Yes, it is your business page, but ultimately it is still owned by Facebook. Your page may get hacked or spammed, and if it accidentally gets deleted or shut down for some reason you have to start over. Also, you have to follow Facebook's rules and guidelines when it comes to promotions, but on your own website you make the rules.