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.

Use Google to increase organic traffic

Most small businesses have a tight budget. After paying for building maintenance, employee wages, supplies, etc. there is not much left over to pay for advertising.

There are countless services out there that offer to advertise your company online, such as Facebook and Google ads, but with a little bit of research you can reach people who are searching for your product or service by using the content on your web site.

Getting people to your web site without paying for advertising is called "organic traffic." It's a lot like word of mouth.

When adding content to your website, keep in mind the keywords that your ideal audience would type into a Google search to find your product. For example, people looking for digital marketing are searching for "digital marketing," "social media," "social media marketing," "online marketing," etc.

Make sure the content on your website is rich with keywords related to your product. Google "bots" routinely crawl the Internet and make a record of wording on websites. that's what fuels the search results.

Not sure what keywords to use? Google AdWords has a keyword tool that gives you a list of the most used keywords that relate to your product or service. Using AdWords is free, you just have to have a Google account. Using the keyword tool is free, you are not required to buy a Google ad.

Click here to learn more about organic traffic and writing quality content.