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.

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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”

Online Sales Report Gives 6 Insights for Success

Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.

Online sales report
Five data points in an online sales report point to total revenue. © Scott Bateman

Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.

Even the smallest Web site will find useful insights from a simple report tracking sales performance.

A spreadsheet showing six key trends with help even if a site has nothing else but Google AdSense, Media.net or some other remnant provider.

A spreadsheet with these data points will trigger ideas about where to place ads on a site and how many to have on each page.

The report also shows whether site changes are helping or hutting ad performance, what steps to take with ad inventory and other approaches to building revenue.

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Page RPM Signals Chance for Revenue Growth

Page RPM or page revenue per thousand impressions is a great way to discover opportunities for growth.

Website page RPM
Copyright 2016 Scott Bateman

Page RPM or page revenue per thousand impressions is a great way to discover opportunities for growth.

The metric is a simple formula that divides the amount of website revenue by the number of impressions, which also are divided by 1,000.

Site publishers who use Media.net, Google AdSense or other major remnant networks will find the number in their daily, weekly and monthly reports. Continue reading “Page RPM Signals Chance for Revenue Growth”

AdSense Matched Content Increases Page Views

AdSense Matched Content gives a site another advantage with audience growth as online competition skyrockets.

AdSense Matched Content gives a site another advantage with audience growth as online competition skyrockets.

What site publisher isn’t looking for a way to increase page views, pages per visit and visitor engagement?

Google’s Matched Content promises to deliver all three of these benefits.

AdSense matched content example
This matched content example shows 8 recommendations in a single impression. Note the recommendation that doesn’t have an image. Also note the AdSense text ads below.

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Site Personalization Matters More to Advertisers Than Visitors

Site personalization is an essential part of any online advertising strategy.

crowdSite personalization is an essential part of any online advertising strategy.

It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies.

Two companies that know this well are Google and Facebook. The two largest online advertising companies in the world generated $75 billion and $18 billion respectively in the most recent fiscal year, according to their public financial reports.

Google revenue grew nearly 14 percent year over year. Facebook revenue grew 44 percent during the same period.

Consider that all advertising expenditures will grow less than 5 percent in 2016, according to Advertising Age.

Consider as well that digital advertising online will grow 20 percent in 2016, Emarketer says.

That means the growth of Google and Facebook is coming at the expense of other companies in traditional media. It also means that Facebook’s growth is coming at the expense of other online companies.

Site personalization is key to their success with advertisers. Continue reading “Site Personalization Matters More to Advertisers Than Visitors”

Local Online Advertising Goes Up for Grabs – Literally

Local online advertising is going up. It’s also up for grabs.

The battle has been fierce, and it is getting worse.

A report by Borrell Associates estimates that local advertising will increase to $132 billion in 2016.

Digital spending will make up about half of the total, followed by newspapers at 10 percent and TV stations at 9 percent, the report says.

Among digital advertising expenditures, targeted display ads will consume 70 percent of the total.

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