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.

Continue reading “Online Sales Report Gives 6 Insights for Success”

Email Advertising Needs ‘Visible Impressions’ to Set Rates

Email advertising may find new life by embracing the concept of visible impressions.

Email Marketing
Email advertising may find new life by embracing the concept of visible impressions.

Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. In other words, the ad appears somewhere at the top of the page.

The concept supports the branding part of online advertising. If the site visitor can see the ad, he or she may register the brand for future consumption. The visitor doesn’t have to click on the ad for it to have credible and measurable value.

But the concept faces a unique challenge in the email marketing environment because of low open rates and images that are blocked by email readers. Continue reading “Email Advertising Needs ‘Visible Impressions’ to Set Rates”

Expandable Banners Increase Revenue Without Depleting Inventory

Expandable banner ads provide a way of boosting revenue for sites that are running out of ad inventory.

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. Continue reading “Expandable Banners Increase Revenue Without Depleting Inventory”

Multiple Revenue Streams Build Business Success

Content and media Web sites that develop multiple streams of online revenue end up with better odds of meeting or even exceeding their advertising goals.

multiple_streamsContent and media Web sites that develop multiple streams of online revenue end up with better odds of meeting or even exceeding their advertising goals.

They also increase their odds of surviving as a business.

Online banner advertising — including contextual ads such as Google AdSense — dominates many articles and discussions about Web site management.

But robust sites have eight to 10 or sometimes even more revenue products as part of their business strategy.

Here are 13 options common among many content Web sites: Continue reading “Multiple Revenue Streams Build Business Success”

Advertiser Retention Rates Depend on Tracking Results

Online sales contractA question came up one day about the retention rates of our online display advertisers. We were surprised by the answer.

After a little research in our billing system, we discovered that our online direct sales retention rate of about 65 percent  — local, regional and national — was slightly higher than the newspaper retention rate.

Of course, local clients have the highest rate, followed by regional and then national. In addition, clients who have spent the largest amount of money in special-short term campaigns tend to have lower rates.

They want a big blast that wipes out most of their budget, then wait a while until trying again. Continue reading “Advertiser Retention Rates Depend on Tracking Results”

How to Use Mobile Text Ads for Extra Revenue Stream

Mobile text ads provide an alternative ad type to mobile sites that seem to rely so heavily on display.

Anyone who publishes a mobile-friendly site often finds that one of the greatest challenges is getting it to produce a decent amount of revenue.

Mobile text ads help solve that problem by providing an alternative ad type to mobile sites that seem to rely so heavily on display.

Visit numerous mobile sites with a smartphone browser to see what kind of advertising types they provide. The great majority have display ads, but most do not offer text ads. Continue reading “How to Use Mobile Text Ads for Extra Revenue Stream”

Online Advertising ROI: 3 Useful Metrics

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Online advertising ROI
Acquisition is the top goal. It can be in the form of registrations, transactions, ad views, etc. © Promise Media

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. Continue reading “Online Advertising ROI: 3 Useful Metrics”