Effective online banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. Discover useful tips and tactics in building a banner for any online business.
Use Pay Per Click Advertising Because It’s Cheap, But Beware
Pay per click advertising tactics have become hugely popular because PPC is cheap and efficient.
It’s cheap because it’s efficient. It’s efficient for the advertiser because it most often is used contextually at the major search engines — Google and Bing — along with their advertising partner sites. Hence the related term search
engine marketing. (more…)
Online Advertising Rates: Guidelines and Best Practices
Online advertising rates are set through a combination of ad size, ad location, ad performance and market demand.
Optimizing this key ad sales tactic results in higher revenue, increased advertiser acquisition and increased advertiser retention. (more…)
Ad Placement and Prominence = Advertiser Value
The best online ad placement is an important consideration for any site with advertising accounts.
The site can have all direct sales clients or entirely Google AdSense. (more…)
Guaranteed Ad Viewability Builds Advertiser Trust
Guaranteed ad viewability is another way to build trust with online advertisers. They will know that people are actually seeing the ads.
Websites like The Economist make a commitment to guaranteed views of display ads by putting that guarantee into rate cards. (more…)
Ad Unit Audit Increases Revenue Performance
A regular review of online ad unit performance will often lead to an improvement in revenue performance.
Site publishers who only place ad units on a page and report total revenue or results per advertiser at the end of each month are missing a major opportunity. (more…)
Display Advertising Works Best With These 4 Steps
“Online display advertising is a failure because the average clickthrough rate is less than 0.2 percent.”
I have run into the above comment many times. And many times I have tried to explain that it’s just not that simple. In fact, that number is largely meaningless. (more…)
Use Banner Ads Like Billboards to Drive Visits
Online banner advertising has powerful branding potential that helps visitors remember the name of a site and increases the odds that they will return again.
It has its place in any online promotional campaign. (more…)
Promise Media offers online business tips and best practices for content-rich websites. 