Ad targeting gains customers for advertisers and at the same time gains revenue for publishers.
It also is a partial answer to the dominance of online advertising by Google and Facebook with their ability to use contextual advertising (which also is a form of ad targeting).
Online targeted advertising is the ability to reach consumers based on their demographic, geographic and other types of individual data.
Google’s DoubleClick ad-serving software provides the ability to target by geography and other characteristics. (more…)
It is both simple to implement and often results in easy money. Yes, it can result in easy money.
A direct sales operation for a Web site means that its staff contacts potential advertisers to persuade them to buy ad campaigns.
The investment of time is significant. A typical close ratio online ranges from 5 to 10 percent of total contacts. Although the odds of getting a contract are low, the revenue from a closed deal usually makes up for the labor that failed to produce a contract with the 10 to 20 other attempts.
Effective sales promotion can reduce that investment of time and increase the odds of closing a deal. (more…)
An effective online classified ad strategy will provide a valuable revenue stream that enhances that revenue coming from other sources such as display ads.
Just to be clear, online classifieds are pure text ads presented in a directly-style format. In effect, they are a form of paid content.
A site that focuses mainly on display ads — say three to four ads per page — will have an RPM limited by those ad positions. But imagine what happens to the RPM when those three to four ads positions are on pages with classifieds. (more…)
The growth of online advertising is partly due to its efficiency and return on investment compared to other forms of advertising.
One of the most important examples of that efficiency is zip code targeting.
Web selling takes many forms:
A marketing strategy for social media is often used to build brand and drive traffic to the parent Web site, but it also can be used to boost advertising revenue.
Isn’t that the ultimate goal of the strategy anyway? A limited view of social media is that Facebook, Twitter, Google+, Pinterest, etc., simply acquire followers who like the company’s product or service. Job done. Ego gets a boost.
But the real goals should deliver value and benefit for the company sponsoring the social media accounts. Just take a look at Coke’s Facebook page — it’s packed with followers making comments about the product. (more…)
The company rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number.
Viewabile impressions are those ads that are seen by consumers. They usually are the ads located in the top half of the page and don’t require scrolling to be seen.
Google defines the new report as, “The percentage of impressions that were viewable out of all measurable impressions. This metric only includes impressions from regular AdSense for content, AdSense for video and AdSense for games ad units. It doesn’t include data from link units, or data from dynamic allocation in DFP Small Business.” (more…)