Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.
Response and branding are the two primary benefits of any advertising campaign.
ROI is difficult to track for branding because the results are not always immediate or directly measurable.
That is not the case with response, which can be immediate in the online environment. (more…)
CPM advertising is a pricing model based on cost per thousand ad impressions.
It places a consistent payment rate on the number of times the ad is distributed, whether online or through traditional media.
In traditional media, a CPM advertising campaign tracks the distribution of the ad to print readers (newspapers and magazines), travelers (outdoor billboards) and broadcast viewers or listeners (radio, network TV, cable TV).
CPM advertising in traditional media tracks the distribution of the ad to an estimated audience. In online media, it tracks the verifiable distribution and consumption of the ad. (more…)
A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.
Isn’t that the ultimate goal of the strategy anyway? A limited view of social media is that Facebook, Twitter, Google+, Pinterest, etc., simply acquire followers who like the company’s product or service. Job done. Ego gets a boost.
But the real goals are value and benefit based. Just take a look at Coke’s Facebook page — it’s packed with followers making comments about the product.
Coke knows that an enormously popular Facebook page doesn’t mean much if it doesn’t boost sales of Coke products. It has famously announced that it can’t quantitatively identify an actual value to the company from that page. (more…)
One of the most fundamental metrics of online publishing has been buried by social media, SEO, email marketing and a host of other hot online topics.
Increasing page views has been critically important to a Web site’s success going back as far in the online environment as some of us can remember.
The page view is one of the most important metrics in analytics software, starting with Google Analytics, the largest provider of such software. (more…)
One of the easiest ways to build audience for a Website is by making it fast for desktop, tablet and mobile devices.
Internet users have a high expectation of visiting a site that loads quickly. If it doesn’t load quickly, they don’t hesitate to go somewhere else for what they want.
Analytic data since the beginning of browsers has proven this simple fact.
Visitors are more likely to make a return visit, share pages via social media and click on more pages while visiting if the site is quick.
But speed is often a matter of opinion — some people claim their site is fast when in fact it is not — so it makes sense to use tools that provide a comparison to other sites with objective data. (more…)
Google reported fourth quarter 2014 results showing a 15 percent increase in revenue versus the same period the prior year.
For most businesses, a 15 percent growth would be good news. For Google, it was fairly good news. It did reveal that the company’s ability to grow online ad revenue is still running at a decent pace, but that pace is moderating somewhat.
Earnings were not as good. They declined slightly versus the prior year, while the operating income declined from 28 percent to 24 percent of revenue. (more…)