Pay per click advertising has grown into the dominant category of online advertising because it 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.
Because PPC advertising is usually contextual, it appears only on the most relevant pages and search results.
Online banner advertising has powerful branding potential that helps Web visitors remember the name of a site and increases the odds that they will return again. It has its place in any online promotion campaign.
Text ads on the search engine result pages build response, but banner ads build branding and awareness. Branding and awareness drive repeat business.
All advertising is a mix of branding and response. A TV commercial brands a car model, and the hoped-for response is for the customer to go to the dealership (a lead) and buy the car (a conversion).
An online advertising network can play a useful part in boosting the revenue of any Web site. In fact, some sites rely entirely on one network such as Google AdSense. Case in point:
A newspaper sales manager revealed in a meeting that an extensive project to revamp that paper’s site had tripled the audience in no time.
After the congratulations, it was pointed out that tripling the audience meant tripling the ad inventory. The sales manager grimaced and said something to the effect of, well, it didn’t triple the revenue.