Websites large and small benefit greatly from a good online sales report. It’s a high-yield tactic that requires little time and effort.
Even the smallest Web site will find useful insights from a simple report tracking sales performance.
A spreadsheet showing six key trends with help even if a site has nothing else but Google AdSense, Media.net or some other remnant provider.
A spreadsheet with these data points will trigger ideas about where to place ads on a site and how many to have on each page.
The report also shows whether site changes are helping or hutting ad performance, what steps to take with ad inventory and other approaches to building revenue.
Site personalization is an essential part of any online advertising strategy.
It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies.
Two companies that know this well are Google and Facebook. The two largest online advertising companies in the world generated $75 billion and $18 billion respectively in the most recent fiscal year, according to their public financial reports.
Google revenue grew nearly 14 percent year over year. Facebook revenue grew 44 percent during the same period.
Consider that all advertising expenditures will grow less than 5 percent in 2016, according to Advertising Age.
Consider as well that digital advertising online will grow 20 percent in 2016, Emarketer says.
That means the growth of Google and Facebook is coming at the expense of other companies in traditional media. It also means that Facebook’s growth is coming at the expense of other online companies.
Site personalization is key to their success with advertisers. (more…)
When the economy is growing strongly, it is of course much easier to grow revenue as well.
Businesses spend more on advertising, they make more money and they often increase their advertising budgets in response to their growth in revenue.
Websites that rely on advertising for most if not all of their revenue will benefit greatly from this increase in advertising.
They may even be tempted to increase their expenses by using the profits to invest in content, people and technology.
So revenue in a strong economy drives growth and brings the expenses along with it.
Visible impressions is a new online industry trend that says the value of an ad impression is based on being visible on a Web site without requiring the user to scroll down the page to see it. In other words, the ad appears somewhere at the top of the page.
The concept supports the branding part of online advertising. If the site visitor can see the ad, he or she may register the brand for future consumption. The visitor doesn’t have to click on the ad for it to have credible and measurable value.
But the concept faces a unique challenge in the email marketing environment because of low open rates and images that are blocked by email readers. (more…)
Small efforts make sense for small businesses that simply don’t have the time, staff and budget to do any more.
They have to prioritize tightly to keep the business profitable and growing.
Various Web sites offer social media tools to track brand mentions. They join the legion of other tools that help with search engine optimization, ad campaigns, social campaigns, etc.
After a while, the number of tools, accounts, usernames and passwords becomes unwieldy. The cost for many of these accounts becomes painful. Even worse, some of those sites end up folding, in which case the tools and the data are gone.
How does a small business keep it simple? (more…)