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User Registration Strategy Builds Audience Insight for Advertisers

User registration is an opportunity to capture specific and useful information about visitors that will lead to a better product and more revenue.

Registration serves two purposes:

  1. Provide an extra revenue stream from people who pay for access.
  2. Acquire demographic, geographic and psychographic profiles of the users to create targeted advertising.

The newspaper industry in particular went through a period of great excitement over the notion of user registration and subscription-based sites around the year 2005. (more…)

Stored in Website Development and tagged ,

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

Multiple Revenue Streams Build Business Success

multiple_streamsContent and media Web sites that develop multiple streams of online revenue end up with better odds of meeting or even exceeding their advertising goals.

They also increase their odds of surviving as a business.

Online banner advertising — including contextual ads such as Google AdSense — dominates many articles and discussions about Web site management.

But robust sites have eight to 10 or sometimes even more revenue products as part of their business strategy.

Here are 13 options common among many content Web sites: (more…)

Analytics Event Tracking Improves Site Navigation

Analytics event tracking can make a major impact on audience metrics such as page views, time on site and even return visits.

One great way to use it is by applying it to site navigation to see which links generate clicks and which don’t.

Poor navigation leads to frustration and the inability to find what the user wants.

Why would they come back after such an experience?

Guessing at what goes into a main navigation bar is a sure path to getting decent pages per visit through pure luck or getting low pages per visit because the guesses were wrong. (more…)

2014 Digital Ad Revenue Grows 16% over 2013

U.S. digital ad revenue had its fifth consecutive year of double digit growth in 2014 with a 16% increase over the previous year, according to a new report from the Internet Advertising Bureau.

The increase is in line with the 17 percent growth in 2013 and 15 percent growth in both 2012 and 2010. The total jumped 22 percent in 2011.

Total spending by advertisers reached $49.5 billion during the year compared to $42.8 billion in 2013, the industry organization said. (more…)

Stored in Online Advertising and tagged

Newspapers on Facebook Deliver Great Results

Newspapers on Facebook defy the conventional wisdom of when and how often to post.

They also run counter to the recent trend of Facebook distributing fewer and fewer posts to people who Like a page.

The above two statements are conservative. Newspapers do fantastically well on Facebook, even ones that don’t pay any attention to their Facebook pages. (more…)

Stored in Online Marketing and tagged ,

AdWords Cost Based on Simple ROI Calculation

Google AdWords is a worthwhile cost if it provides a good return on investment. Otherwise, why waste the money?

The most important measures of an ROI for AdWords are revenue and profit. The revenue measure is misleading. The profit measure matters much more.

The revenue may be in the form of advertising impressions if the ads are sold on a cost per thousand basis, cost per click if a network such as AdSense is used, conversions with an affiliate marketing program, e-commerce transaction, etc. (more…)

Stored in Online Marketing and tagged ,
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