Google Small Business Online Marketing Guide - Manual (Page 6)

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From affiliate marketing to online classifieds, there are
many ways to build your business online. Here’s a look at
ten popular online marketing options:
1. Local listings and classifieds. Create your
business listing on listing sites such as Citysearch
to ensure that consumers searching for nearby
businesses find yours. Some listings allow
you to promote offers such as sales and new
products. Customer review sites are basically local
directories like Yelp that allow users to express
their opinions about businesses.
2. Search advertising. Search advertising is a
method of placing online ads on Web pages near
search engine results. With AdWords (www.google.
com/adwords), you can deliver your message at
the moment someone is searching for the type
of product or service you offer. Choose keywords
that relate as closely as possible to your offerings
so you receive the most likely prospects. For CPC
ads, you pay only when someone clicks on your ad.
3. Contextual ads. Contextual advertising takes
display ads to the next level, by placing them on
sites related to your offerings; for example, if you
sell sporting goods, your ad may perform better
on sports-related sites. Services are available that
automatically distribute ads to sites based
on the content of those sites.
4. Display ads. You’ve probably seen the
dancing aliens; that’s a display, or banner, ad.
Do-it-yourself display ad builders, including
Google’s AdWords display ad builder
(www.google.com/displaynetwork) can help
design your ad. You can also distribute your display
ad via ad networks and ad management systems.
5. Geotargeting. Geotargeting simply means
advertising to prospects in specific locations –
which could be very useful, for example, if you
sell dresses only in Dallas. One way to get started
is to create a listing on Google Places
(http://places.google.com/business).
10 Ways to Use the Internet to Grow Your Business
AdWords
SPOTLIGHT
This display ad
is a great example
of an effective
video banner
featuring small
business owner
Bud Duong. See
other display
ad examples at
(www.google.
com/adwords/
displaynetwork)