Know your niche
Getting your ad seen by the right people is essential if you want your business to succeed. Not knowing your target audience can spell disaster and leave your business or organisation less better off. As the person responsible for marketing your should know your niche very well and be able to identify your market. The problem with leafleting campaigns such as leaflet distribution or newspaper is that there are know real way to measure effectivness of response based advertising. You simple had to put out your advert in the hope that your target audience is reading at the time of your placement. With the advent of search combined with PPC makes it posible to really target your audience. The posibility of tailor making your ad to the match the exact user query makes it posible to really target your visitors and therefore have a higher conversation. At the same time your ROI falls as you are able to fullfill the exact user wants. As advertising spend on traditional mediumssuch as TV and Radio fall online spend has increased by 32% last year, with Google taking the lion share. The Yahoo Microsoft deal was to the combat the rise and rise of Google, but the £26 billion Yahoo wanted was too much for Microsoft so the deal feel through.