Use AdWords Geo Targeting to Keep Budgets Lean

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Advertisers will find that AdWords geo targeting is a great way to focus their efforts on niche audiences and use limited budgets efficiently at the same time.

Just about anyone can have a good reason to use the geo targeting capability.

A small local advertiser may care only about reaching people within a single zip code or a few nearby zip codes.

A somewhat larger advertiser such as a car dealer may want to reach an entire metro market.

Regional advertisers of course might want to focus on multiple metro markets or entire states. Continue reading “Use AdWords Geo Targeting to Keep Budgets Lean”

CPM Advertising Costs, Examples and Strategy

CPM advertising is a pricing model based on cost per thousand ad impressions.

CPM advertisingIt places a consistent payment rate on the number of times the ad is distributed, whether online or through traditional media.

But the rate does not depend on whether the campaign produces clicks, leads or sales.

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). Continue reading “CPM Advertising Costs, Examples and Strategy”

Brand Your Business With Promotional Banner Ads

Online brand marketingThe best promotional banner ads market an online business with a mix of branding and response.

Promoting an online business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. Graphical banner ads can build awareness and memory of a site name and bring customers back again.

Again, all advertising is a combination of branding and response. A TV commercial brands a car model, and the hoped-for response is a customer who goes to the dealership (a lead) and buys the car (a conversion).

But what about online branding and response? Continue reading “Brand Your Business With Promotional Banner Ads”

AdSense Platform Revenue Hints at Better Site Design

Credit: Pixabay public domainSites that use Google AdSense will find great insights from the platform revenue report.

The report breaks down revenue according to how much comes from desktop, laptop and mobile computers. The amount of revenue is not revealing because in each case it depends on the volume of traffic from each device. Instead, it is the RPM or revenue per thousand impressions that offers important information.

In one real example, the RPMs for laptop computers is more than 50 percent higher than desktop. The site design fits snugly on a laptop. Continue reading “AdSense Platform Revenue Hints at Better Site Design”

Pay Per Click Shows True Value With Return Visits

Pay per click campaignsPay per click campaigns show initial value when people who click on ads visit a site, but they show even more value if the visitors return.

It is important to understand that some sites have short-term loyalty with visitors while others have long-term loyalty.

For example, a travel site about the Caribbean has value for a matter of weeks or at most a few months. Visitors may visit the site before a vacation to get more information about their trip. Continue reading “Pay Per Click Shows True Value With Return Visits”

Contextual Ads Need Contextual Content

Contextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

Contextual advertisingContextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

What are contextual advertising banners? They are ads whose subject matter is determined dynamically by the site content that surrounds it.

For example, a contextual ad on a travel site will display travel advertisers. If the ad appears on a page about Caribbean cruises, the ad most likely will display cruise advertisers specifically.

Continue reading “Contextual Ads Need Contextual Content”

10 Steps for Promoting Your Business Online

Local businesses have a compelling need to advertise their existence to attract customers in order to grow and stay profitable. These days they also have a compelling need to advertise online.

It is easy to imagine that most businesses will find that local online advertising is both necessary and even quite inexpensive to do.

The hard part is knowing where to begin and how to do it right. Continue reading “10 Steps for Promoting Your Business Online”