10

DRIVING TRAFFIC TO YOUR MICROSITE

CHAPTER OUTLINE

Paid Search

Small Costs, Big Results

Targeting Your Search Terms

Matching

Text Ads

Contextual Advertising

Banner Ads

Design Matters

Keep Your Promise

From Main to Micro

Highlight and Promote

Send Them Back

Viral Marketing and Social Networking

Generating a Buzz

Internal Kick-Off

Seed the Link

Targeting Specific Blogs

Social Utilities

User Interactions and Referrals

What Do Users Like?

Where Do Users Come From?

Conclusion

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’s brand. However, ...

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