How to set online advertising rates.
Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.
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.
Online ROI is difficult to track for branding because the results are not always immediate or directly measurable if the goal is brand awareness or offline sales. Continue reading “Online Advertising ROI: 3 Useful Metrics”
CPM advertising is a pricing model based on cost per thousand ad impressions.
It 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”
Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.
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 may find new life by embracing the concept of visible impressions.
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 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”
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.
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.
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”
A 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”
