Many businesses find their work has seasonal peak times, during which it is important that their brand name is visible. Traditionally this would be achieved through standard advertising, from newspapers and billboards, to TV and press releases. Nowadays, if these are the only routes to advertising that you use, you are missing a trick. Pay Per Click advertising is a valuable tool all year round, ensuring that your brand name and website appears in front of people who are actively searching for your product or service. PPC can also be useful in seasonal advertising campaigns.
The first step is to analyse your business and determine what your busiest times of year are. For some businesses it will be immediately obvious which are the busiest times of year – companies that sell gifts or balloons can generally guarantee that their market will sky rocket each time the Christmas party season arrives. For other companies, it may be more subtle, but most industries will have peak times, so it’s worth being thorough in your analysis. Even companies that think they know when their peak times are should still spend some time doing this, as they may discover an untapped peak – for example, perhaps a certain holiday is gaining in popularity year on year and a bit of advertising at the right time may help you tap into it. For many businesses, peak times may be governed by their principle customers – for example, if your main customer’s financial year runs from January to December, then January will probably be a peak time for you.
Once you have this information at your fingertips you can maximise the amount of search traffic that is driven to your website at this time by allocating the right budgets to each Pay Per Click campaign. This can have a massive impact on your bottom line, by giving you a larger share of the peak season market. Forward planning is critical here – you need to know when your peak seasons are ahead of time so you can set the right budgets. If you wait until you’re in the middle of a peak, the chances are it will be too late and your competitors will have snatched the largest market share.
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This is a question the team get asked pretty much every day so we thought we would share the answer with all of our readers. Once you’ve spotted it, it’s a pretty simple thing to fix. It’s particularly important to spot ones that are linked to Pay Per Click adverts as even though it doesn’t lead to your website, you will still be paying for each click.
So what’s the solution? If the page no longer exists you just need to add a 301 redirect which will direct the visitor to your home page instead. Normally this page is named “index.html”. If you have replaced the dead page with a new page which falls under a different URL, then just add a 301 redirect leading the visitor straight to this page. If you don’t know how to add a 301 redirect, your web developer will or you can contact us.
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301 redirect, broken link, website broken link
Back last year we looked into Twitter and really liked the idea. Since then, most of our office have given it a go, and for such a simple concept, it seems to be becoming huge. We have the whole team now letting the world know what we’re up to.
I think it’s great for business to be able to put out news items, questions, or just random thoughts, and have real time feedback. It opens the channels for communication between a company and its clients, potential clients, and other companies it associates with. Anything that gets us all talking has got to be a good thing!
We’re now wondering where Twitter will go from here? Currently, Twitter themselves have admitted they aren’t making a profit from the service. They describe themselves as in a research phase during which they are working ‘to create a compelling service and great user experience for millions of people around the world’. This is very commendable, but they have also acknowledged that the service does offer ‘many appealing opportunities for generating revenue’, so presumably, once they have a sufficient number of users they will begin to implement some of those opportunities.
Another social networking service, Facebook have moved into paid advertising and are building that up quite rapidly, so perhaps that will be the next big thing for Twitter. After all, in this economic climate, revenue has to be maximised, and Facebook users don’t seem to have been bothered by the adverts running down the side of their screens, so the chances are that people who Tweet won’t mind either…especially if it’s either Twitter with ads or paying for Twitter.
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