Tourism Internet Marketing U

Pay-To-Play Advertising Can Pay Big Dividends

At some point in your tourism business life you may want to develop a pay-to-play strategy. A pay-to-play strategy involves various models of advertising in which advertisers pay to be placed in the search engines or on certain content web sites. It includes pay-per-click, pay-per-video, pay-per-impression and other similar models. Top service providers in pay-to-play advertising include Google, Yahoo!, MSN, and several other specialty or niche web sites.

When you develop your pay-to-play strategy, you’ll need to decide which model is most appropriate for your tourism business. Do you prefer pay-per-click, pay-per-video, or another model? Think about this before you do it because there are benefits to doing it any way. Some of the things you need to think about before you engage in pay-to-play strategies are:

• Which service provider will you use?
• How much budget do you have for advertising?
• Do you need geo-targeted ads?
• Is your landing page optimized?
• Which pay-to-play strategy is best for you?

And one final consideration you should add to these is should you manage your own pay-to-play strategy or hire someone else to manage it for you? If you do it yourself you’d better spend some time learning the ropes before you jump in lose thousands of dollars. It can get complicated. But if done right, pay-to-play advertising can pay off big time. To get your piece of that pie, take a look at my Pay-to-Play Webinar, for more details.

-Written by Susan Sweeney