Online Advertising for Small Business Owners

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I’m fortunate to be invited by John to share about online advertising in a seminar. It’s my first time to talk about similar topic, and I was given less than a week to prepare. Nonetheless, I’ve tried giving my best shot.

I thought I would share the presentation with my fellow readers at Get Found (yeah, I know it has been lack of content here). In a summarized way, here you go:

Why Advertise Online?

Measurable: Ability to track result.
Targeted: Ability to reach audience by content, by behaviour, by geographical location.
Inexpensive: A few dollar and you are good to go.
Interactive: Ability to receive input from users.

Some Industry Statistic

Total ad spending in 2007 = RM5.5 BIL
Total online ad spending in 2007 = RM40 MIL (0.7%)
Malaysia internet audience consists of more than 50% of country population.

Forms of Online Advertising

  • Text Ad
  • Image Ad
  • Rich Media
  • Pop Up / Pop Under
  • Interstitial Ad

Models of Online Advertising

Cost Per Click (CPC) - Pay for each click.
Cost Per Thousand Impression (CPM) - Pay for each thousand views.
Cost Per Action (CPA) - Pay for each desired action.
Flat-Rate / Time - Most popular choice in Malaysia. Pay for a flat-rate over a period of time.

Principle #1

On the internet, your website represents EVEYTHING people sees about your business.

Elements of Effective Website

  • Clear Navigation
  • Readable Content
  • Load fast
  • Clean Design
  • Defined Goal

Principle #2

Website without GOAL is like Human without SOUL.

Types of Goal

  • Enquiries Form
  • Members Sign Up
  • Test Run / Demo
  • Newsletter Subscription
  • Survey
  • Purchase

Principle #3

Start small.

Where To Advertise?

  • Search Engines (Adwords, Adcenter..)
  • Advertising Network ( Netizens Media, Nuffnang, Advertlets, Innity..)
  • Individual Websites ( MalaysiaKini, Lelong, Cari..)
  • Social Networking Sites ( Friendster, Facebook..)

Principle #4

Make your advertisement STAND OUT.

Elements of Effective Ads

  • Use the magic words: “FREE”, “Click Here”, “Visit Now”, “While Stocks Last”, “Limited Time Offer”.
  • Keep it simple.
  • Be different.
  • Presell.

Principle #5

Understand between GOOD vs BAD Traffic.

Characteristic of Good Traffic

  • Stay longer (Lower Bounce Rate, Higher Time Spent on Website)
  • Browse more pages (Higher Pages/Visit)
  • More likely to convert (Higher conversion rate)

Principle #6

Know which half of your advertising is working. (And kill the other half that isn’t!)

That’s all ;)

Lim CS on March 24, 2008

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