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In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business's web site—and reviews how the different components of the site can support the business's goals, from SEO and SEM to social media, online PR, and content marketing.
Online advertising can take your marketing to a new level when done strategically. While online advertising may not be necessary for every organization, there can come a time in the online marketing planning process when you decide to buy online ads to expedite awareness, distribute your message, make connections, and support sales. Sometimes you have to spend money to make money. Let's look first at how search engine advertising can support your overall online marketing goals. Search engine advertising is one of the most popular places to buy online advertising.
Search engine advertising wins so many marketer's online advertising budgets because of its targeting power. You can target campaigns around optimal key phrases that prequalify people who are in the most transactional mindset, and advertisers only pay when people click on their ads, making the spending more efficient. Search engine advertising is more likely to deliver people who are ready to buy, as the ads are targeted to phrases, Web sites, or geographic locations that you feel are the best match.
Ads can be on the search engines themselves, like you see here in this example, or they can be ads on other Web sites that search engines partner with. You can buy advertising on search engines, like Google, and Yahoo!, and Bing; even on smaller search engines. Go to the different search engines, and take a look at some of the ads out there to get the ideas flowing.
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