Elizabeth Marsten

Web marketing encompasses a wide range of electronic means to get your product in front of potential customers. Market your product through your business's website, through other people's websites, in their e-mail, or on their phones — nearly everywhere. Market your goods and services effectively by using tools like such as strong SEO terms and pay per click, and by analyzing your marketing campaign every day.

As a web marketer, finding “dead” pages will help keep your site running properly. Your site may have pages search engines never seem to find. Those pages may be buried deep in your site navigation, or you may have search roadblocks that shut out the search robots. Whatever the case, dead pages are missed opportunities.

Most web marketing reporting tools don’t show referrer data front and center on the main dashboard. You need to drill down to find and retrieve it. Using Google Analytics as an example, the following walks you through the steps of finding your referring sites and introduces the common metrics you see along with those sites.

MSN adCenter can be a useful tool for web marketers. After you gain experience, you may want to adjust your keyword list. When you created your account, you may have chosen to accept the default options when you entered your initial keyword list. If you did, the match type was broad and the maximum CPC was applied to all keywords in that ad group.

Setting up goal tracking for your web marketing site is straightforward — if you know the goal page in Google Analytics. Broken or badly configured shopping carts where the last checkout page was viewed aren’t so easy to track. Be sure to test and verify that your goal page really is unique within your site, and that multiple goals don’t share a single page.

In web marketing, you can get into trouble when link building because for years, link building has been abused as an SEO strategy. So, search engines have put automatic filters and whole teams of engineers and editors in place to check for Sudden, unexplained link growth Links from bad neighborhoods That’s SEO shorthand for a group of sites known to be sleazy.

Facebook has a lot of marketing tools, and you can use them once you set up your company’s Facebook Page. The page is your central switchboard, customer service center, and water cooler, all in one. Almost any content you share as your company will link back to your company Page. It’s also where you can update your entire Facebook community.

Pay per click (PPC) is a popular web marketing tool: You place an ad on a website, pay the site owner for each click-through (that is, every visitor who clicks through to your site), and enjoy the exposure. Like everything else, PPC has its own jargon, which the following list can help you sort through: ad group: Where and how your ads and keyword lists are organized.

Reaching potential customers by e-mail can be a very effective web marketing strategy. An e-mail marketing campaign can be detrimental, however, without some guidelines. Before you send your marketing e-mail, make sure that . . . You have explicit permission to send the e-mail. Your e-mail is CAN-SPAM-compliant.