Online Advertising ROI: 3 Useful Metrics

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Online advertising ROI
Acquisition is the top goal. It can be in the form of registrations, transactions, ad views, etc. © Promise Media

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Response and branding are the two primary benefits of any advertising campaign.

Online ROI is difficult to track for branding because the results are not always immediate or directly measurable if the goal is brand awareness or offline sales. Continue reading “Online Advertising ROI: 3 Useful Metrics”

CPM Advertising Costs, Examples and Strategy

CPM advertising is a pricing model based on cost per thousand ad impressions.

CPM advertisingIt places a consistent payment rate on the number of times the ad is distributed, whether online or through traditional media.

But the rate does not depend on whether the campaign produces clicks, leads or sales.

In traditional media, a CPM advertising campaign tracks the distribution of the ad to print readers (newspapers and magazines), travelers (outdoor billboards) and broadcast viewers or listeners (radio, network TV, cable TV). Continue reading “CPM Advertising Costs, Examples and Strategy”

External Link Building Still Helps SEO Strategy

External link building is an online marketing strategy that boosts search engine optimization for a site, although it has lost some impact in recent years.

External link building is an online marketing strategy that boosts search engine optimization for a site, although it has lost some impact in recent years.

In the earlier years of online publishing, Google in particular looked on external links to a site as a “vote” in favor of that site. If people were linking to the site, it must be good, right?

Unfortunately, it led to abuse. Some sites built external blogs that they developed mainly for the purpose of creating back links from that blog to their site. Other sites secretly bought links. Continue reading “External Link Building Still Helps SEO Strategy”

Simple Chart Puts Revenue and Audience into Context

A simple chart offers useful insights about audience and revenue based on the time of the year.

A simple chart offers useful insights about audience and revenue based on the time of the year.

Just comparing the most recent month with the previous month is often misleading because it takes the numbers out of context. It also ignores factors that vary from month to month but often don’t vary from year to year. Continue reading “Simple Chart Puts Revenue and Audience into Context”

Online Productivity Separates Success From Failure

Google, Facebook and other online companies succeed in large part because of productivity.

Google, Facebook and other online companies succeed in large part because of productivity.

Productivity is an old word in business. It’s another way of describing efficiency, especially cost efficiency.

Anyone who spends time on Google or Facebook or reading about them will see the results of their high levels of productivity all over the place. They include:

  1. Low prices in advertising
  2. Massive market share
  3. Automated customer service
  4. Nearly legendary staff work hours

Continue reading “Online Productivity Separates Success From Failure”

Product Strategy Balances Desktop and Mobile

A site product strategy that balances desktop and mobile versions will improve time management and return on investment.

Websites rarely have the same amount of desktop and mobile visitors. Likewise, they rarely have the same amount of desktop and mobile ad revenue, transactions or other forms of income. But large differences can reveal weaknesses in either platform, especially mobile.

So the first step in developing a site product strategy is research by the publisher into the two platforms that identifies how much audience and revenue each one is producing. Continue reading “Product Strategy Balances Desktop and Mobile”

Contextual Ads Need Contextual Content

Contextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

Contextual advertisingContextual advertising from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

What are contextual advertising banners? They are ads whose subject matter is determined dynamically by the site content that surrounds it.

For example, a contextual ad on a travel site will display travel advertisers. If the ad appears on a page about Caribbean cruises, the ad most likely will display cruise advertisers specifically.

Continue reading “Contextual Ads Need Contextual Content”