Online ad 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…)
The Google Analytics location report is a useful tool in building conversions through geo targeting. It is especially useful in search engine optimization.
Local search engine optimization is a strategy whereby a business recognizes that it has customers only from a defined area. In the case of Google Analytics, the “local” areas are nation, state and city. (more…)
Guaranteed ad viewability is another way to build trust with online advertisers.
Websites like The Economist make a commitment to guaranteed views of display ads by putting that guarantee into rate cards. (more…)
A regular review of online ad unit performance will often lead to an improvement in revenue performance.
Site publishers who only place ad units on a page and report total revenue or results per advertiser at the end of each month are missing a major opportunity. (more…)
“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…)
Online banner advertising has powerful branding potential that helps visitors remember the name of a site and increases the odds that they will return again.
It has its place in any online promotional campaign. (more…)
Website publishers will find that online advertising networks are useful in generating revenue from unfilled adv inventory.
The sell rate of a website rarely reaches 100 percent, so what to do with the remaining inventory is a challenge. (more…)