Expandable banner ads provide a way of boosting revenue for sites that are running out of ad inventory.
The average growth rate of online audiences has slowed to single digits in recent years.
That means successful Web sites that want to grow audience aggressively must take market share away from competing sites.
It’s easier said than done. Don’t mind the cliche, because it’s true.
Sites with flat to moderate growth rate and aggressive sales, especially if they have direct sales, end up running out of inventory to sell. (more…)
But they must be done carefully to avoid penalties from the search engines.
A direct agreement with another site has the benefit of establishing a high-quality link. Contacting these sites directly can result in a lot of rejections but also a small number of links that are easily maintained and that may drive a high volume of quality traffic.
These relationships can be expanded into full partnerships that can include content sharing, banner exchanges and sometimes even advertising agreements.
Although partnerships take more work and require more detailed agreements, they also potentially bring significant benefits. (more…)
Google Analytics provides a report on audience frequency and recency that reveals insights about the stickiness of a site’s traffic.
Frequency is the number of times a visitor comes to the site over a specific period of time. It is common to use a full month for the measurement.
Recency is measured as the number of days that have taken place since the most recent visit.
One way to calculate frequency is by dividing the visits by unique visitors (or sessions divided by users) to arrive at a ratio. For many sites, it is common to have an average of two or three visits per unique visitor per month. (more…)
An online marketing mix is a strategy that determines what kind of choices to make for building a Web presence.
Marketing mix is a concept with a long history in business. It usually includes four Ps:
An online marketing mix has some unique twists to the traditional model. Does a Web site have a place? How do you price it if most Web sites are free? (more…)
The idea of using local SEO tactics to promote a local Web site makes perfect sense on the surface, but putting it into practice can be incredibly difficult.
Google and Bing may get 10,000 national searches a month on “early American antique dealers,” but they may get only 10 searches a month for “Nashville early American antique dealers.”
Naturally, the smaller the local market, the more likely the total searches will be small to nonexistent. Even worse, sponsorsing those keywords will become very expensive.
Even if there are some regular monthly searches on a particular keyword or phrase, it may not be enough to chase after them with organic search engine optimization (SEO) or paid search engine marketing (SEM).
The value of the lead may determine if it is worth it. (more…)
An effective online classified ad strategy will provide a valuable revenue stream that enhances that revenue coming from other sources such as display ads.
Just to be clear, online classifieds are pure text ads presented in a directly-style format. In effect, they are a form of paid content.
A site that focuses mainly on display ads — say three to four ads per page — will have an RPM limited by those ad positions. But imagine what happens to the RPM when those three to four ads positions are on pages with classifieds. (more…)