Online Classified Ads Build Site RPMs and Revenue

An effective online classified ad strategy will provide a valuable revenue stream that enhances that revenue coming from other sources such as display ads.

An effective online classified ad strategy will provide a valuable revenue stream that enhances that revenue coming from other sources such as display ads.

Just to be clear, online classifieds are pure text ads presented in a directly-style format. In effect, they are a form of paid content.

A site that focuses mainly on display ads — say three to four ads per page — will have an RPM limited by those ad positions. But imagine what happens to the RPM when those three to four ads positions are on pages with classifieds. Continue reading “Online Classified Ads Build Site RPMs and Revenue”

How to Target One Zip Code with Online Advertising

Targeted AdvertisingThe growth of online advertising is partly due to its efficiency and return on investment compared to other forms of advertising.

One of the most important examples of that efficiency is zip code targeting.

Traditional direct marketing has been able to target down to a single zip code if the means of getting the flyer or other material to the addresses in that zip code were available.

If nothing else, they could always get there via the post office as long as the marketer also had all or most of the addresses in that zip.

The costs showed up in four main forms: Continue reading “How to Target One Zip Code with Online Advertising”

Selling Tip: Focus on Close Ratio for Better Results

An important concept in selling of any type is the close ratio — or the number of successful contracts divided by the total number of contracts pitched to prospects.

Online sales contractAn important concept in selling of any type is the close ratio — or the number of successful contracts divided by the total number of contracts pitched to prospects.

Web selling takes many forms:

  • A site run by a single person who sells links;
  • A large media site with 20 account executives and hundreds of local accounts;
  • A Web design company trying to land the next site development contract.

Continue reading “Selling Tip: Focus on Close Ratio for Better Results”

Use Social Media Marketing Strategy to Generate Ad Revenue

A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.

A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.

Isn’t that the ultimate goal of the strategy anyway? A limited view of social media is that Facebook, Twitter, Google+, Pinterest, etc., simply acquire followers who like the company’s product or service. Job done. Ego gets a boost.

But the real goals should deliver value and benefit for the company sponsoring the social media accounts. Just take a look at Coke’s Facebook page — it’s packed with followers making comments about the product. Continue reading “Use Social Media Marketing Strategy to Generate Ad Revenue”

Ad Viewability Standard Rises with Google and Yahoo!

eyesGoogle this week took another major step with raising the standard for ad viewability.

The company rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number.

Viewabile impressions are those ads that are seen by consumers. They usually are the ads located in the top half of the page and don’t require scrolling to be seen.

Google defines the new report as, “The percentage of impressions that were viewable out of all measurable impressions. This metric only includes impressions from regular AdSense for content, AdSense for video and AdSense for games ad units. It doesn’t include data from link units, or data from dynamic allocation in DFP Small Business.” Continue reading “Ad Viewability Standard Rises with Google and Yahoo!”

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”

Yield Optimization Increases Revenue with Leftover Ad Impressions

One of the lesser known concepts in online advertising is yield optimization, which is a way of managing ad inventory to produce the highest average RPM or revenue per thousand impressions.

Yield Optimization
The above example shows how yield optimization can increase revenue by 17%. © Promise Media LLC

One of the lesser known concepts in online advertising is yield optimization, which is a way of managing ad inventory to produce the highest average RPM or revenue per thousand impressions.

It starts with the basic idea that a site publisher or sales team may not be able to sell out 100 percent of all ad impressions on a site.

The inventory that is left is an opportunity to make more money.

But the strategy is not simply about filling that leftover inventory with house ads, extra unpaid impressions for a client or even with a single remnant advertiser. Continue reading “Yield Optimization Increases Revenue with Leftover Ad Impressions”