Web Site Promotion of Standalone Sites

Web site promotion has been a big challenge for traditional media companies and a much easier one for pure online plays.

Media companies learned their lessons about the Internet by building extensions of their core traditional brands. Audiences came easily because newspapers would promote the site in their print editions and TV stations would do the same on air. Audiences recognized the site names because they usually imitated the core brand names. Brand recognition was high.

Those same lessons don’t always apply outside of core Web sites. Continue reading “Web Site Promotion of Standalone Sites”

Maximizing Online Advertising Networks

An online advertising network can play a useful part in boosting the revenue of any Web site. In fact, some sites rely entirely on one network such as Google AdSense. Case in point:

A newspaper sales manager revealed in a meeting that an extensive project to revamp that paper’s site had tripled the audience in no time.

After the congratulations, it was pointed out that tripling the audience meant tripling the ad inventory. The sales manager grimaced and said something to the effect of, well, it didn’t triple the revenue.

Actually, it could. Continue reading “Maximizing Online Advertising Networks”

Content Management Systems: An Introduction

Launching various sites on different Web content management systems provides valuable lessons for anyone wanting to build a larger and more robust Web site.

Content sites should be built on a CMS for several important reasons. A CMS will save staff time from coding pages, provide rich functionality such as search, display consistent templates that don’t confuse site visitors and make it much easier to implement changes that affect numerous pages. Continue reading “Content Management Systems: An Introduction”

Affiliate Marketing Strategy Adds Extra Income

An affiliate marketing strategy is a way to generate revenue for a Web site publisher by marketing the products and services of other companies. Making it work is a big challenge.

moneyAffiliate marketing has been quite a popular subject on the Internet for a number of years because of its potential to generate big revenue for anyone who masters it.

But few people actually master it. Part of the challenge lies in the fact that millions are trying it.

For newcomers, an affiliate marketing strategy is a way to generate revenue for a Web site publisher by marketing the products and services of other companies. If a site visitor clicks on a text link or banner add, goes to that company Web site and makes a purchase, the originating Web site gets a commission on the sale. Continue reading “Affiliate Marketing Strategy Adds Extra Income”

Old Newspaper Ad Concept Produces Online Results

A well-known and traditional way of advertising in a newspaper is becoming an effective technique for selling online.

The traditional way is simply to buy an ad position in a certain section of the paper on a particular day of the week. It turns out the concept works quite well online.

This approach contradicts the popular way of running a banner campaign online. With a typical banner campaign, the client buys X number of impressions to appear in a section on the site or run of site (ROS) over a period of time.

The time period is usually weeks if not months. The online ad-serving software displays the ads smoothly over time so that 100,000 impressions, for example, will appear about 1,000 times a day over 100 days. The client usually pays on a cost-per-thousand impression basis.

Some newspapers are successfully using the print model online. They go to an advertiser and say, “For $1,000, your ad will appear all day long Friday on just the home page.”

The number of impressions for both the home page and the ad on Friday doesn’t matter. What matters is that the advertiser dominates a page on the site for just that day.

Some of the opportunities are obvious. They include events, sales and other dated, short-term opportunities. Imagine an important event that is falling behind on ticket sales and is in need of a last-minute boost. One newspaper reported great results for a local semi-pro hockey team that sponsored the sports index page of its site. The team sold so many tickets because of the campaign that it came back repeatedly to promote future games.

Another benefit to this approach is that print account executives who need to deliver some online sales results grasp it easily because it has something in common with print. As a result, they will find it easier to sell than other online products. Likewise, advertisers who are used to buying print but not online will grasp it more quickly as well.

AdWords Broad Match Can Boost Results

Using broad matches of keywords in a Google AdWords account can increase the number of clicks to a site, but they also can bring undesirable visits as well.

A broad match keyword or phrase is used in AdWords to display an ad to Google site searchers when they enter those keywords. The ad is triggered when the keywords listed in the account are entered into the Google search box and for similar but relevant keywords that aren’t listed.

For example, go to an AdWords account and choose high school football as a keyword phrase. Even if no other keywords are listed in the account, AdWords might display the ad to visitors during Google searches even if they use such phrases as school high football, which is an actual search term with high monthly volume.

An AdWords account can easily grow into thousands of keywords that have to be manually entered by the account manager. It can become so massive that effectively controlling the performance of all keywords can chew up a significant amount of a day.

Using broad-matched keywords is Google’s way of helping with the workload. The account manager doesn’t have to dig up every relevant keyword and manually add it to the account list.

But some broad-matched keywords can trigger related but undesirable keywords as well. The keywords may not be entirely relevant, or they may be so popular that their volumes overcomes the listed and more desirable keywords. They may also produce poor results with contextual advertising such as AdSense.

In that case, the account manager can switch to exact match keywords. It simply requires that every keyword is entered into the account with quotes, such as “high school football.”

The ad will be displayed only when that exact keyword phrase is entered into the search box.

Broad-matched keywords are an easy way to create and build an account, but in time any keyword list requires more careful fine tuning to get the best possible results.