East Lansing Film Festival: The Importance of Online Advertising

East Lansing Film Festival,

If you're looking to create awareness, pinpoint your target audience and then increase audience reach, online advertising is the way to go. There are many ways to go about internet advertising, and some can prove to be ineffective. However, if you are able to make your ads appealing, relevant and searchable then you will be successful in educating your market. Google AdWords makes this possible for any company seeking to create ads that are not only searchable, but also are directed towards and found by your specific target audience.

  Benefits to using Google AdWords

1. You create your ads.

2. Your ads appear on Google.

3. You attract customers 

In order to fully optimize your search engine results using AdWords you must include many relevant keywords that are the most likely to be searched by your market. Keywords for the East Lansing Film Festival may include...

• Film Festival
• ELFF
• East Lansing Film Festival
• East Lansing Events
• Documentaries
• Documentary Film Festival
• Ingham County Film Festival
• Ann Arbor Film Festival
• Detroit Film Festival
• Local Film Festival

Here is an example of an ad copy that could prove useful for ELFF

East Lansing Film Festival  (Title)

Film Expo to Support Michigan Filmmaking (Benefit)

Cash Prizes for Filmmakers, Fun for All!  (Feature/Offer)

http://www.elff.com/festival (URL containing keyword)

It may seem difficult finding tactics to use when trying to target your audience. Keywords are a great way to target future customers because when they go to search, for example, "film festival" they could come across the ad. This creates interest and awareness to people who are interested in film, but may not have known about the upcoming film festival. Another targeting option is to run your ad on a website who's traffic is similar to your target market. Considering this is a local event, posing an ad on NCG Cinema's website could catch the attention of local film lovers. All exposure is good, but specified exposure is best.

Google Analytics is a great way in measuring your online ad campaign's effectiveness. This tool allows you to see how many clicks your ad gets. Further more, it can tell you the demographic of those who visit your website so that you can further understand your audience. Another great aspect of this tool is that it allows to categorize website traffic into groups of loyal browsers and those who are new to the site. The greater number of clicks (specific to the ad campaign)generated from new customers means the greater the ads effectiveness.