Think Internet advertising just doesn't work? Think again. Sixty-two percent of respondents to a recent Research.net survey report that online advertising helps them make buying decisions. Today's savvy Internet advertisers have embraced the idea of focused information in targeted markets with the goal of building long-term relationships--and it's working. Here are some tactics that range from fairly simple and inexpensive to the more pricey and time intensive.

SEARCH ENGINE OPTIMIZATION

The Research.net survey found that 73 percent of respondents use the Web to find out about new products, and the search engine is their research tool of choice. So, your first line of action should be to focus on your own Web site. Search engine optimization is one of the easiest and least expensive online marketing tools--it's all about getting your name to the top of the search engine rankings.

Following are techniques for increasing search engine optimization. Once you select some tactics, be sure to stay on top of best practices so they don't become obsolete. Search Engine Watch, www.searchenginewatch.com, provides tips and information about searching the Web and analysis of the search engine industry.

Directory Listings: Most search engines have Yellow Page-like directory listings by subject. Many are free and just require basic editorial approval. Check out Google's Business directory as an example http://directory.google.com/Top/Business.

Page Optimization: Text treatment on your own Web site can make a big difference. For example, the HTML title field (the name of a page displayed at the top of a browser window) is important and influential with most search engines, so is the actual text or HTML body of a page. A strong page will have a title with keywords (such as, "Orange County's Best Restaurant Tax Accountants") and the body of text should reinforce these keywords. Improve search prospects by adding descriptive keyword meta tags to the coding of the home page. Descriptive file names and URLs also are helpful (e.g. /tax-laws/2002/oc-restaurant-tax-services.htm"). Web pages that do not have ".htm" or ".html" file extensions are problematic for search engines.

Search Engine Submissions:

Once your site is optimized for search engines, you should notify the search engines. The more frequently your site is updated the more frequently your site will be crawled by search engines. Crawling identifies and indexes new information on your site. Make sure that all of your important pages can be crawled. A cottage industry of services and products exist to help manage this process.

Keyword Text Ads: Purchasing keyword text ads on search engines also has proven effective. The concept is that an advertiser can purchase a set of keywords for a given time period that will give them presence at the top of the search results. Rates depend on the market size for a given keyword. Google offers tips at www.google.com/ads.

Link Partnerships: The more sites that link to your site, the higher your rankings will be. Search engines interpret links to your site as an indicator of public endorsement. Reciprocal linking partnerships between complimentary sites will help boost your popularity and are free.

TEXT LINK ADS

Text link ads consist of text only and a link to the advertiser's site. They can be found on Web sites and in listserves and e-newsletters. Historically these have performed well. Also, they are less expensive and require little creative preparation. Their effectiveness may stem from their descriptiveness and modest presence. New ad technology also allows advertisers to update their text links at any time.

E-MAIL NEWSLETTER ADS

Research has shown that both banners and text link ads do better in editorial newsletters than on the corresponding sites--fewer ads, better-targeted content and more involved readers. Also, this is "push" marketing--your message lands directly in potential customers' mailboxes. And if you tie your advertising content to the e-newsletter's, you've increased the precision of your aim.

When negotiating rates, be aware of open rates, or percentage of delivered e-mails that the recipients open. Daily newsletters have low open-rates, while rates for weekly and monthly ones are much higher. Although results are harder to track in text-only newsletters than in HTML newsletters, experts agree that ads in text newsletters are effective. Ask the company you are purchasing an ad from about tracking mechanisms for text newsletters.

OPT-IN E-MAIL MARKETING LISTS

Many publishers have opt-in lists that permit advertisers to email ads directly to consumers. Be cautious. For every success, there may be as many failures that end up hurting the trust built between reader and publisher. As an advertiser, it is better to have an ad go inside an editorial newsletter. Or, if possible, have a direct e-mail sent by the publisher (e.g. From: XYZ magazine; Subject: Special Tax Course Offer for XYZ Readers).

BANNERS

Small businesses should focus first on ads that require the least amount of creative preparation. But, given that banners have a somewhat bad reputation at this point, there might be some good bargains available. Look for monthly sponsorships with targeted complementary sites and audiences. It is better to have fewer impressions in front of the right audience than to have many in front of an unidentified audience. To improve your click-through rate, try asking a relevant and provocative question in your banner for which the audience will have to click to get the answer.

AD NETWORKS

Companies such as Double-Click, GetRelevant, Commission Junction and Lot2l place ads in remnant space across many sites. They also offer performance models such as clicks, signups, e-mail addresses and purchases. Advertisers specify affinity groups such as music, cooking, financial, general business and sports. However, beware of fraud, especially with click deals. Sometimes the provider unknowingly has "partners" who create programs that generate fake clicks.

TARGETING

A smart tactic to help small businesses target ads is to look for complementary associations with members who need your services. CalCPA members should seek out affinity groups of potential customers such as the National Restaurant Association, American Bar Association, American Management Association, online communities for independent consultants and at-home workers, financial education sites such as Motley Fool and more. Although there are many sites to consider, the best will be the ones with a well-defined audience and one which realizes that your ad and services will be appreciated by their audience.

VIRAL MARKETING

Don't discount the tried and true viral marketing--essentially the word-of-mouth concept. "E-mail This Article" or "Bookmark This Page" options can prove enormously effective. Also, request visitors to leave their e-mail address at your site and begin to build a contact database. For example, you could send your customers a Tip-of-the-Week newsletter filled with relevant, helpful content.

EXPERIMENT AND DEMAND

When advertising online, have someone own the process and watch over your campaigns diligently. Many sites tend to forget about an advertiser as soon as the campaign launches. Require access to up-to-date metrics and the ability to tweak your creatives. If you think a campaign is failing, ask for "make-goods." If you don't think the terms are fair, ask for a discount and also ask for insurance, such as minimum performance objectives (impressions, clicks). The same holds for the initial pricing.

There's no denying that millions of people are on the Internet every day, at home and at work--including your existing and future customers. The goal is to be there when they need you.

RELATED ARTICLE: Reinventing Your Internet Advertising Stratgey.

Deanna McCrary

Two years ago, Internet advertisers blasted everybody. Viewers were inundated with banners and buttons resulting in overload and cynicism. Today, experts say that to capture Web surfers' attention, advertising needs to be focused and delivered to people who already have an interest in what your business provides.

* Know your audience Pamela Thompson, owner of Show Your Stuff, a strategic planning firm for CPAs that specializes in identifying and enhancing the use of resources, advises small business owners to first identify their target market--whether that's a specific niche, industry or location.

Next, she says, you'll need to pinpoint the Internet sources, such as sites and newsletters that attract your target market. Survey your customers often about what Internet-based resources they are using.