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Effective online banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. Discover useful tips and tactics in building a banner for any online business.

Pay per click campaigns

Use Pay Per Click Advertising Because It’s Cheap, But Beware

Pay per click advertising tactics have become hugely popular because PPC 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. Hence the related term search engine marketing. (more…)

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Online display advertising

Ad Placement and Prominence = Advertiser Value

The best online ad placement is an important consideration for any site with advertising accounts.

The site can have all direct sales clients, entirely Google AdSense (or possibly another network) or a combination of both. (more…)

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Ad Viewability Standard Rises with Google and Yahoo!

Ad viewability has become a major standard in online advertising that impacts revenue and advertiser performance.

Google rolled out a new version of the AdSense partner revenue reports that make viewability a prime tracking number. (more…)

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online advertising rates

Online Advertising Rates: Guidelines and Best Practices

Online advertising rates are set through a combination of ad size, ad location, ad performance and market demand.

Optimizing this key ad sales tactic results in higher revenue, increased advertiser acquisition and increased advertiser retention. (more…)

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Online ad sizes

Ad Unit Audit Increases Revenue Performance

An ad unit audit on a regular basis will often lead to an improvement in revenue performance.

What is an ad unit audit? It is a review of the results of different ad units, advertisers and locations to see which ones perform above average and below average. The audit should lead to changes in creative and placement that improve click rates.

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Online display advertising

Online Display Ads Work Best With These 4 Steps

Online display ads deliver both branding and response, but only if they follow certain tactics to maximize results.

But: “Online display advertising is a failure because the average clickthrough rate is less than 0.2 percent.”

I have run into the above comment many times. And many times I have tried to explain that it’s just not that simple. In fact, that number is largely meaningless. (more…)

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Banner ad design

Use Banner Advertising Tactics to Drive Repeat Visits

Banner advertising tactics have powerful branding potential that help visitors remember a site and increase the odds they will return again.

It has its place in any online promotional campaign and online marketing strategy. (more…)

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