Diversify, Diversify: Everyone spends time online searching for information, but don’t forget that your everyday search engines only represent a small portion of the Web. The rest of the Web is made up of content pages, which refers to anything that is published on the Web, whether it’s by Joe Smith or Dow Jones. Search engines command a lot of eyeballs, but it’s important to diversify beyond search to target the content pages your audience reads.

Remember, You’re in Control: When selecting a company to work with to design your online campaign, be sure to ask about the advertiser tools they offer. These are the tools that allow you to schedule exactly when and where your advertisements appear on the Web. For example, if you are running a holiday campaign, you should have the tools at your fingertips to “turn on” and “turn off” your campaign during the holiday months. You always want to be in the driver’s seat.

Combine Ad Formats: If you’ve been on the Web, you’ve seen many of the different types of ad formats designed to break through the clutter and grab your attention. For example, Kanoodle distributes sponsored links, which are the most effective form of online advertising. A good combination would be to buy a mix of CPM display and CPC sponsored links. CPM refers to the amount an advertiser pays each time a user views the ad, while CPC stands for cost-per-click, or payment each time a user clicks on the ad.

Uncharted Territory: It’s hard to ignore the explosion of user-generated content on the Web in the form of blogs and on social networks like MySpace.com and Friendster.com. According to Nielson/NetRatings, the top 10 social-networking sites grew 47 percent in the US from the same month a year ago, to 68.8 million unique visitors. These sites reach 45 percent of active Web users, in turn creating a significant opportunity for advertisers to leverage these channels. While many traditional brands are uncertain about advertising on blogs and social networks, if approached correctly there is a certain opportunity to tap the excitement in these communities. Definitely explore this channel to determine if it’s right for your small business.

Measure for Success: Track your ad spend and the ROI of every ad purchase religiously. This will help you identify which ad format is giving you the best conversion rate for your dollars. It is important to set up unique tracking for each type of online advertising you are buying.

Kanoodle has helped many small businesses design and execute effective online campaigns that allowed them to reach their target demographic. As media evolves in parallel with the Web, it’s important for businesses to reassess their strategies on a regular basis to ensure they’re leveraging the latest, most innovative targeting tools. Keeping this advice close at hand will not only help keep you at the forefront of the pack, but will help you budget your online ad initiatives efficiently, effectively and successfully.

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