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by Stephanie Bishop on 7.27.2010 in Interactive Marketing 0

In a recent article by MediaPost Publications, an online publishing resource for advertising media professionals, it was reported that “global online advertising will rise by 12.4%” during 2010.

You may be thinking, OK so online advertising is popular now, but who’s to say if it’ll be around for the long haul?

As you may recall from a previous Brighton post, “Why Email Marketing Still Matters,” it’s evident that online marketing, especially in the e-mail campaign sector, is still gaining momentum, but what about paid search? Although I can’t predict the future, I can share some enlightening statistics that may change your perspective.

In recent years, paid search has become one of the most important components to online advertising, generating more than $29.8 billion this year alone, up 16.9% over 2009 totals, and representing about 49% of total revenues. And, according to MAGNAGLOBAL, a global forecasting and analysis resource, this growth won’t be slowing down anytime soon.

In fact, MAGNAGLOBAL predicts that these trends will continue over the next five years, forecasting a growth of 11.7% in 2011, and an average growth of 11% through 2015. These rates would bring the total generated online advertising global industry revenue to $103 billion.

Evidence shows that paid search is working for others, but how can you make it work for your business? Here are some basic concepts to keep in mind when creating a paid search campaign:

• Determine a call to action

• Establish a budget

• To whom is your message directed towards? Is it a national campaign or a local campaign?

• Research relevant keywords for your campaign

• Create catchy ads, but don’t forget to incorporate keywords from your campaign

• Upload your campaign into the outlet of your choice: Google, Yahoo, MSN, etc.; monitor and adjust as needed

Keep in mind, when creating a campaign that’s right for your businesses, it’s important to research and know the basic steps of paid search marketing before diving into the deep end.

Paid search can be an effective online marketing tool and, as you can see, has great potential to help market your business online. To help get started, check out Google AdWords, Yahoo Search Marketing and/or Microsoft adCenter.  Also, feel free to contact Brighton Agency if you need help getting started.

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