Promise Media
Sales tactics

Boost Ad Impressions to Make Up for Declining CPMs, CPCs

ArrowsThe largest online advertising company on the planet is proving that it can increase revenue every quarter, but it is finding that it must overcome a steadily declining cost per click.

Google has been reporting quarterly earnings that include two interesting statistics.

One is that the volume of paid clicks is increasing. The other is that the cost per click is decreasing.

Despite the cost per click decline, total revenue from all Google sites continue to increase. (more…)

Stored in Online Advertising and tagged ,

Ad Targeting Creates Opportunities for Both Publishers and Advertisers

Ad targeting gains customers for advertisers and at the same time gains revenue for publishers.

It also is a partial answer to the dominance of online advertising by Google and Facebook with their ability to use contextual advertising (which also is a form of ad targeting).

Online targeted advertising is the ability to reach consumers based on their demographic, geographic and other types of individual data.

Google’s DoubleClick ad-serving software provides the ability to target by geography and other characteristics. (more…)

Sales Promotion Lays Groundwork for Extra Revenue

online sales promotionOnline sales promotion is a series of tactics that leads a customer to make a purchase or click on an ad on a Web site.

It is both simple to implement and often results in easy money. Yes, it can result in easy money.

A direct sales operation for a Web site means that its staff contacts potential advertisers to persuade them to buy ad campaigns.

  • A typical sale may take weeks, months and sometimes even years to develop after:
  • Identifying a potential customer
  • Contacting that customer
  • Convincing the customer to accept a meeting
  • Developing and presenting a proposal
  • Negotiating specific terms of an agreement including price, impression level, etc.
  • Having second and third meetings
  • Closing the deal or receiving a rejection

The investment of time is significant. A typical close ratio online ranges from 5 to 10 percent of total contacts. Although the odds of getting a contract are low, the revenue from a closed deal usually makes up for the labor that failed to produce a contract with the 10 to 20 other attempts.

Effective sales promotion can reduce that investment of time and increase the odds of closing a deal. (more…)

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.

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. (more…)

How to Target One Zip Code with Online Advertising

The 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.

(more…)

Selling Tip: Focus on Close Ratio for Better Results

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.

(more…)

Stored in Online Advertising and tagged

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.

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. (more…)


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