Getting a Positive ROI in Your Sights
In the game known as target marketing, the winners aim for the R.O.I Bullseye!
When advertising, do the networks you market with cater to your business and your industry? Google Adwords and Bing Adcenter are great “catch-all” solutions but are their audiences really interested in what you do? Is your niche and vertical one that performs well on those networks? Either a small subset of that audience is interested in you, or there are many similar businesses advertising on the network which creates intense competition and drives up bid prices. In both of those scenarios, you, as a business, are spending big bucks for little return. Marketing is a game of optimization and improving your ROI (Return on Investment) and this is where smaller, more specialized advertising networks shine.
A great example of an independent ad network is 7Search.com. For the purpose of this article, we gave their customer service team a call and they were more than happy to share what verticals perform well on their network of publishers (and their keyword bid prices reflect that!). To name a few standout verticals, Gaming, Health, and Finance verticals consistently perform well. If you fit into any of those categories (or verticals), the network is without a doubt worth a look. Even if you don’t, give 7Search and similar networks a shout to see how well your business would do with them. The effort of researching these smaller players is worth it to make your advertising dollars go farther!
Look at your keywords on their network and the traffic each keyword generates. Once you have that data in front of you, it should be a pretty simple decision. Taking a look at the Gaming vertical, you can find prospering niches in online casinos, poker, and slot games. Tackling the Health vertical? Then aim for weight loss. Keywords such as nutrisystem, tenuate, phentermine, and diet pills are keeping this niche competitive. Also within Health, you have male enhancement keywords ranking high with Cialis and Viagra leading the keyword way. Check into Cash, payday loans, forex trading, plus auto/car insurance are the niches driving traffic in the Finance vertical. Whether you’re new to 7Search or if you’re a seasoned online marketer, once you’ve defined your industry and figured out where you fit, you’re much more empowered to make correct marketing decisions with the freedom to choose what works for you rather than relying on “catch all” solutions.
The key to improving your ROI is to know where you fit. Choose the correct keywords and use the right ad copy to attract your customers to your website. The larger the pool of potential customers, the more that you will attract! That’s why marketing with networks that are more active in your vertical is so advantageous. Once you have your vertical and niche targeted and in your sights, zero in on the bullseye and then go for it!
Make your advertising dollars go further and improve your ROI. Explore your options. Give a smaller network like 7search a try. They have been in the game for 15 years because they do a great job servicing their clients. A network like that is just as global, and just as world-wide as any other, and for the right verticals and niches within those verticals, a great path to a positive ROI.