A-List or B,C,D-List: How To Decide Where To Spend Your Advertising Dollars
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half. “
John Wanamaker US department store merchant (1838 - 1922)
Realistically, this holds true for web advertising as well.
“Wait a minute,” you might say. “Every webmaster knows how to use analytics software to track incoming links.”
True, but web advertising isn’t always about getting a traffic from a specific source. These days, it’s utilized to improve a website’s ranking in the search engine results pages for a given keyword or phrase. If you’re getting alot of buzz on the web and improving your position, what gave you the biggest bang for the buck?
About the best way I can think of is to experiment. Take note of where you rank for several key phrases. Then, get links using those key phrases (called anchor text) from a variety of unique sources (however you define unique).
For instance, you might want to get some high-ranking, high-cost blogger(s) to post one set of anchor text and links, then spend the same amount going through a broker and placing ads with another set of anchor text with less-expensive-but-relevant bloggers.
Follow up for the next few weeks and months to see how your position improves for those keywords. Admittedly, this is a rough-cut way of measuring results since SERPs can be affected by a wide variety of variables, not least of which is what your competitors are doing to improve their position for those keywords.
But, you should see one group outperform the other over time, and have a good idea of how to spend those dollars in the future.
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