Graphics Reference
In-Depth Information
10
DRIVINGTRAFFICTOYOUR
MICROSITE
CHAPTER OUTLINE
Paid Search 154
Small Costs, Big Results 154
Targeting Your Search Terms
155
Matching 155
Text Ads 156
Contextual Advertising
157
Banner Ads 157
Design Matters 157
Keep Your Promise 158
From Main to Micro 158
Highlight and Promote
159
Send Them Back 159
Viral Marketing and Social Networking
160
Generating a Buzz 160
Internal Kick-Off 161
Seed the Link 161
Targeting Specific Blogs
162
Social Utilities 163
User Interactions and Referrals
164
What Do Users Like? 165
Where Do Users Come From?
165
Conclusion
166
The specific purpose of any given microsite may be as individual
and unique as the site itself. The site
s intention may be to educate
and inform its visitors about a product or to simply entertain them
with games and videos while exposing them to your client
'
'
sbrand.
However, there is always an underlying objective of any microsite
created within the advertising domain: brand and/or product
awareness and interaction. When users come to your client
s
microsite, they should be able to later recall whose site it was
when they think of it. If they do remember (and they remember for
the right reasons), the site was a success. But before they can
'
