Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client. The early days of online advertising based its reputation on clicks, which is the response function of the ads. During [...]
Online advertising models show up on Web sites in several forms — cost per click (CPC), cost per thousand (CPM) and cost per acquisition (CPA). Publishers and advertisers should know and use all three depending on the situation. Cost Per Click (CPC) C ost per click is popular with publishers who use services such as [...]
A site’s pay per click budget should be the second most important marketing priority after search engine optimization in part because it is the second biggest opportunity to gain audience. Takeaways Target more than 10% of site traffic for PPC. Track results and continuously improve. Set a pay per click ROI target that includes both [...]
Online banner advertising gets results for a Web site and its clients by following six simple ideas. 1. Ad sizes: Follow the Internet Advertising Bureau standards. The three most important positions are the 160 x 600 vertical, 728 x 90 leaderboard and 300 x 250 rectangle or pillow ad. 2. Ad positions (placement): Try to [...]
Content and media Web sites that develop multiple online revenue streams end up with better odds of meeting or even exceeding their advertising goals. 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 [...]
Promise Media provides online marketing strategies for content-rich Web sites. It also publishes a guide to best Caribbean vacations to test online tactics.