Online Advertising

Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.

For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.

Take the guesswork out of online advertising

Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.

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  1. Define your advertising objective: Shut the door, switch off the lights, take a deep breath and think why you need to advertise. Clearly define the goals you want your advertising program to achieve. Is it generating new leads, increasing the number of hits on your website, making your company visible in the market place or to increase on/off -line sales? Each goal will have a different advertising path. You can only expect your program to maximize returns, if you know for sure what you want your advertising to do.
  2. Decide “where” you want to be seen: It makes a difference to be seen in the right places. Like in offline advertising, the placement of your ad is very crucial to success. Advertising (Co-advertising for higher benefits) on websites that are most relevant to your line of business would be the best place. Also consider top Search Engines, Online Yellow pages, Service Provider directories and large sites or networks. Explore trade –specific websites for a more focused audience.
  3. Tailor the message for your target audience: when you want the caveman to listen, beat your chest! Craft your message to appeal to the target audience. Your message for a visitor on a trade forum’s website would be different from what you say to the guy clicking on your ad on a home business site. The trick here is to align your message to the mindset of your audience. Equally important is that the message should convey the promotional goals your advertising desires to accomplish. So if you are selling ice to an Eskimo shopping in an Internet mall, don’t forget to mention the discount on your season sale!
  4. Be Creative: In a marketplace teeming with new ads you can easily get clobbered on the head with run-of-the-mill ad copy. Your most valuable asset in this crowd is your creativity, which will make your ad stand out. Be creative not only in the copy, but also in the placement of the advertisement. An online contact lens clinic pulls hundreds of people every day to take an eye test with a simple ad. The small 1” X 2” banner says, “ Think You Don’t Need an Eye Test?” in the same format as you see on the reading sheet in an optometrist’s clinic, with alphabets running vertically in a decreasing order. This is a classic example of a simple but creative idea getting the desired results.

    Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.

  5. Choose the advertising medium well: They say, “Well Begun is Half Done”. If you are going to spend a sizeable amount of money on creating and placing ads, they should do more than just wiggle and pop. To maximize response, choose the advertising medium carefully. You have several choices like banner ads, contextual advertising, ezine advertising etc. Research and read on various formats and the factors for each one’s success. Then decide on what format works best for your campaign. Once you have decided on the format, it is equally important to choose the vendor. If you have decided on banner advertising, research and list the websites that would give you the maximum exposure to the right kind of audience. Check out the option of using advertising networks and the pay-per-click options as well. [http://a1portal.com/]

    Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.

All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.

A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.

Also see: http://www.web-source.net/internet_advertising.htm

Introduction to Online Advertising

Our next lesson covers the main items for online advertising. Advertising is probably the most important promotion tool for big brick-and-mortar companies. However, with a SEM businesses, advertising is only a supporting factor. The problem is that the majority of SEM businesses lack the scale to be able to effectively contact large numbers of prospects and clients. Furthermore, there aren’t many places on the Web where prospective clients come in flocks. Therefore, advertising is largely PPC-oriented.

Actually, online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.

A significant number of firms, from small businesses to multinational corporations, incorporate online advertising into their marketing strategy. Online advertisements typically involve at least two separate firms: the advertiser or agency which purchases or sponsors the advertisement and the publisher or network which distributes the ad for display. Because of the close relationship between technical innovation and online advertising, many firms specialize in both. For example, most search engines couple their search service with an advertising program, exploiting the benefits of keyword-based search technology by including ads in search results.

Let’s look closer on the most popular online advertising form as traditional banner. PPC advertising form will be explained in details in 8 lessons of our next Step.

Traditional Banner

A Web banner or banner ad is a widely used form of advertising on the Internet. This kind of online advertising entails embedding an advertisement into a Web page. It is intended to attract traffic to a website by linking them to the advertiser’s website.

Generally the advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, and often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape. Banners are usually placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.

The Web banner is displayed when a Web page that references the banner is loaded into a Web browser. This event is known as an “impression“. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “click-through”. Many banner ads work on a click-through payback system.

At the base of a click-through system are mathematical calculations of the number of users (users clicking on an ad) divided by impression number. We remember that the term impression means the number of times the ad was delivered. For example, if your banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.

It should be noted that banner ad click-through rates have fallen over time, often measuring significantly less than 1% and choice of an appropriate advertising site with high affinity is very important crucial factor in this situation. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.

When the advertiser scans their log files and detects that a Web user has visited the advertiser’s site from the content site by clicking on the banner ad, the advertiser sends the content provider a small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.

Nine Common Banner Ad Mistakes to Avoid

Banner advertising expert Rob Frankel advises e-marketers to avoid the following mistakes when creating their banner ads:

  1. Overloaded. Too many colors. Too slow to load. Too hard to read. Nobody wants to grow old waiting for your banner ad to load. Frankel advises designing banner ads that will load and view easily with last year’s technology. “Personally, I design pages for people running no more than Netscape 2.0 on the equivalent of a 486 running at 66 MHz and 256 colors,” says Frankel. “That means your art should still be no deeper than eight bits, unless you’re a true minimalist and can bring it in at no more than four.”
  2. Unattractive. People like good-looking stuff. What works for Cindy Crawford can work for you, too. So if you’re not a digital Da Vinci, find someone who is and pay him or her a few bucks to make your banner look great.
  3. Too many bells and whistles. Just because technology offers you bells and whistles doesn’t mean you have to use every one of them. Chances are that the average Web surfer has been through several sites before he or she gets to your banner. Give the reader a break. Don’t overdo motion, movement, or message changes. And allow some time to digest what you’re displaying.
  4. Illiteracy and illegibility. These are the ads that make you scrunch up your face and twist your head trying to make some sense out of the illegible scrawls that some knucklehead thinks are cool. But prospects don’t care how cool you think it looks. If they can’t read it, you’ve lost any chance of their clicking on it.
  5. Missing link. Your banner looks great but isn’t linked to anything. That’s a mistake that anyone should be able to detect and prevent with a simple check.
  6. Link errors. Your banner looks great. The link works… directly to a 404 message (meaning the requested Web page was not found). Maybe this one isn’t your fault. Maybe your webmaster inadvertently forgot to tell you he or she switched servers. But even if it was the webmaster’s fault, who do you think will catch the blame? Keep checking those banner links every few days.
  7. Weak message. The same things that make good ads make good banners. Unfortunately, the same things that make bad ads make horrible banners. If you don’t know how to write and design a clever, compelling message, hire someone who does. Nothing turns off poten­tial prospects more than a really stupid attempt at being clever, an offense usually committed with the aid of a bad pun. Remember that your ad is a representative of you, containing a smattering of your personality and ability. If it looks dopey to a viewer, guess what they’re going to think about you? It’s better to be clear than clever.
  8. Confusing message. Your banner looks pretty, but nobody understands what the heck you’re talking about. This is the number-one mistake made by do-it-yourselfers.
  9. Boring banners. One common mistake is that your banner doesn’t compel your recipients to respond within a certain time frame. Without a deadline, there is no immediacy to act, which means they scroll away until they forget it.

Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests.

The evidence shows that Web banner ads are restricted by high cost and limited physical banner area. Let’s look at the Marketplace section of SearchEngineWatch.com:

Out of 10 advertisers only 3 are in the SEM services business. These companies – BruceClay, KeywordRanking and MoreVisibility – are the largest players in the industry; they have enough wherewithal to run these ads and enough resources to satisfy a large flow of traffic.

Pay per click advertising

Pay per click or PPC advertising is an arrangement in which webmasters (operators of websites), acting as publishers, display clickable links from advertisers, in exchange for a charge per click. As this industry evolved, a number of advertising networks developed which acted as middlemen between these two groups (publishers and advertisers). Each time a (believed to be) valid Web user clicks on an ad, the advertiser pays the advertising network, who in turn pays the publisher a share of this money. This revenue sharing system is seen as an incentive for click fraud.

Though many companies offer pay per click system as one of their services. Google AdWords and Yahoo! Search Marketing (formerly Overture) and MSN AdCenter are top players in this field.

As far as PPC advertising is the first advertising option for any new on-line businesses it became one of the dominant and widely used marketing tools.

What you should remember:

  1. A Web banner is displayed when a Web page that references the banner is loaded into a Web browser. This event is known as an “impression”. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “click-through”.
  2. Banners should be placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.

What Online Advertising Options Are Right for You?

Advertising Options:

Offline advertising has so many outlets that we are all familiar with. It’s easy to understand the differences between TV and Billboard or Newspaper versus magazine, but when you want to advertise in the digital space, the spectrum really gets broad and the pricing differences can be tremendous. I want to explain a few channels where you could digitally advertise that can give you very good returns. The main question is who are you trying to reach?

Who are you trying to reach?

This is a quick one and it’s totally up to you. It is the first question you should ask yourself when thinking about advertising on the Internet. Once you have that figured out, here are a few options that will help you boost your online brand.

Social Media Advertising:

Social media advertising is a great place for small to mid-sized companies to test the waters. Advertising on Facebook, LinkedIn or Twitter are an excellent way to target the very specific audience you are looking to reach. Here is a list of reasons social media advertising is a great place to start: It’s inexpensive On some channels you can spend as little as $5.00 per day It’s familiar You are probably amongst the 600 million people on Facebook, so when you advertise there, you know where your ad is going. It’s highly targeted: On LinkedIn you can target company size, position at the company, rank in the company and of course the area where your target lives – the options are vast. It’s Flexible: If you find that you are talking to the wrong audience, you can make real-time changes to your advertising plan and budget. It has great analytics: You may figure out that your target audience is not men ages 34 – 55 but actually women ages 25 – 30. It’s all in the analytics.

Contextual Advertising:

Between Google, Bing and Yahoo!, you have a lot of options. It’s amazing how targeted you can be with your marketing in search. Not all of the services are offered by all of the channels but a mix with all three can get you: Keyword Advertising: This is the basic function of advertising on any of these channels. Advertising using keywords needs a bit of massaging but it is a great way to target those who are looking for exactly what you are selling.

Highly Geo-targeted options:

You want to advertise to only the people in the neighborhood within 10 miles from your storefront? No problem. Behavioral Targeting: Yahoo! offers this function. This means you can target anyone on the Yahoo! channel who are showing certain behaviors online. For example, if the user is looking at shoe stores online, you can slip your ad in front of them for a special on shoes. Retargeting: This form of advertising offers your business a way to target the user after they have visited your website. You enter a piece of code on the page you want to target and serve ads that are built for that page – after they leave your site.

Mobile Advertising:

Typically mobile is a pay-per-click method of advertising with a comparatively good click-through rate. Mobile advertising is often displayed on games for mobile devices but that doesn’t mean that the CEO of a major company doesn’t enjoy the free version of Words with Friends. Mobile advertising offers: Mobility: Advertising on mobile devices gives you an outlet to put your brand in the hand of a broad audience. Great Branding Opportunities: Videos are often displayed on mobile devices and give you the ability to grab someone’s attention that is standing in line or waiting for a train. The message may not be super timely but it’s one more touch point to let them know you are here. A Broad Reach: Because at the moment, it is very expensive to really geotarget to a micro level, mobile is better for those who want a vast area such as the state where your business offices are located. This broad reach is a great option because the prices for such broad targeting are traditionally less expensive.

Overall, there are plenty of options for targeting your audience online – choosing the right one for you is mainly determined by the simple question. Who do you want to reach? Get that answered and market your company where everyone is hanging our.

Print Advertising Vs Online Advertising

Online  advertising  has experienced such a rapid growth that many well known researchers are already predicting it will run into multiple billions of dollars in the near future. That certainly does not come as surprise as internet users are steadily increasing as well. Besides the increasing number of new users, the old ones are spending more and more time browsing the net. The realization that these numbers can run into staggering amounts is enough to inspire any entrepreneur to expose his business on the web. This situation will certainly have a tremendous effect on traditional print and media  advertising . Print  advertising  versus online  advertising  is a dilemma that many companies are currently faced with.

There are thousands of budding businessmen and women that are internet savvy. Launching their company on the web is a logical step as this lucrative opportunity is simply too good to pass by.  Advertising  trends have clearly shifted from the traditional media to online. With the economy in the downturn situation as it is, research has shown that large companies are seriously cutting down on print  advertising . The online option has proven to be more effective profit wise. The prospects of increased sales and the cost effectiveness of online  advertising  have also given many new hope of prosperity.

This is due to the fact that there are numerous benefits involved when purchasing online. Stressful situations like congested traffic, hunting for a parking space and long queues can be avoided. To top it all it can be done in the comfort and security of your home. There are disadvantages as well. Misleading advertisements that promote inferior products is a huge problem. The best way to avoid becoming a victim is to make use of reputed dealers with secure web sites.

While online marketing is on the increase, the power of print  advertising  should certainly not be underestimated. The traditional brochure or flyer can in certain cases be much more effective than their online counterpart. The old methods cannot be written off that easily or entirely for that matter. Postcard and flyer marketing in the targeted neighborhoods can be very rewarding. This is a huge advantage that print  advertising  has over online  advertising . Full-color brochures work wonderfully at meetings and events. There are quite a number of customers that do not have access to the World Wide Web. Sending out brochures to existing ones keeps them in touch with happenings in the business. Another area where it is advisable to use brochures would be on cold calling.

Through print media specific areas of business can receive direct mail and therefore ensure maximum turnover. Marketers can make constructive use of both options to make it work in their favor. Depending on your type of business, careful budget planning that includes all aspects of marketing strategies should be made. In this way you will not lose out and reap the highest benefit of the market. This is after all what marketing success stories are all about; skillful and cost-effective  advertising  campaigns.

5 Important Advertising Tips

1)  Advertising  is Key! Truth is…you can’t afford not to advertise. Statistically speaking, research shows…companies that maintain their  advertising  throughout a recession are poised to reap benefits over their competitors, who do not advertise, especially once the market begins to recover. Therefore, slightly increasing your  advertising  in order to get the edge over your competition is a good idea. However, if you’re not in a position to do that, try to maintain your normal spending levels if at all possible. First and foremost…  advertising  is the promotion of a company’s products or services carried out essentially to drive sales of the products or services, but also, to build a brand identity and communicate any changes or new products or services to the customer base. If you want to grow your company’s profitability and improve your bottom line…you must ADVERTISE!

2) Choose your  advertising  method wisely. Here are some options.

a) Print  advertising : newspapers, magazines, brochures, fliers & direct mail

b) Outdoor  advertising : billboards, kiosks, trade shows and events

c) Broadcast  advertising : Television, Radio and Internet

d) Covert  advertising  or in layman’s terms “product placement”: now this is the  advertising  you see in motion pictures-or with sitcoms on TV…this is a unique form of  advertising  that companies do to showcase their product or service.

e) Public Service  advertising : is traditionally reserved for socially relevant messaging, political integrity, poverty, religious or civic events, nonprofit 501 (c) (3) organizations.

f) Celebrity  advertising : of course this is when a famous person is asked to be a spokesperson for your product or service. Today there are growing companies that bank on the power and influence of celebrity  advertising . In most cases, the celebrity lends instant credibility and influences the target customer base positive manner thereby increasing the company’s profitability.

3) The difference between having an  advertising  plan and having an  advertising  strategy is critical. It’s like this…if you want to get from point A to point B that’s your plan. Your strategy is how you’re going to do it. For example if my plan is to drive to Savannah then I have to formulate a strategy on how I’m going to get there…either by car, plane or train etc. Once I determine the how, then I must map out my route…that’s my strategy. Your  advertising  plan consists of what your goal is. For instance, let’s say your plan is to increase sales by 30% and promote your special July 4th sale including half off of everything in stock. Well the  advertising  strategy must include the execution of the plan. If you want to inform your prospective customers about your sale…you’ve got to figure out “the how factor”…how are you going to get that message across? What vehicle will you use? Then you must strategize an effective campaign relaying the pertinent information to the target audience utilizing a creative advertisement to effectively communicate your message. You may decide to combine flyers, TV, radio & internet along with a celebrity endorsement. So the  advertising  plan and  advertising  strategy are very different but function in partnership…because one doesn’t work effectively without the other.

4) The one key word to use in  advertising  The best word in  advertising  is…”FREE” anything free is going to instantly grab attention and make your customer curious to find out what is being offered for free! However, if you’re limited on what you can offer for free…there are other  advertising  techniques you can use…i.e., special offers are nothing more than good old fashioned “bribery” because you hook the customer with the BUY ONE GET ONE OFFER or Buy TWO GET ONE HALF OFF! This technique is very effective because you have given the customer an incentive to spend more!

5) The most important element in effective  advertising  The industry terminology is called “THE CALL-TO-ACTION.” But I like to call it, the WOW Factor or the “Special Sauce.” In today’s society we are spoiled. Most of us want everything now, at our convenience and deeply discounted. Consumers today don’t want to spend too much time or energy looking for a great deal. Most importantly we look for a quality product or service at a great price. Thus, the key for any company or business…is to offer their target audience something unique that’s going to “knock their socks off!” However, you must offer something that will influence the target customer to take action right away! The WOW Factor equals activation! To make sure you get that activation; you must give it the KISS test; KEEP-IT-SWEET & SIMPLE!

2010 © All Rights Reserved Quality Media Consultant Group LLC

Most Effective & Inexpensive Form of Advertising

Through the years, inflatable  advertising  has proven to be an extremely efficient and attractive way to draw attention and acquire brand recognition. No longer does your mascot or brand logo need to be restricted to the flat and boring 2D plain of everyday  advertising .

By translating your concept to the inflatable form, your idea immediately gets the 3D puff of life and presence right before your eyes. There are now various companies that help transform the  advertising  idea you have in mind into an inflatable  advertising  campaign, by using high quality materials to make your vision come alive.

Inflatable products are of various kinds, such as Giant Inflatables, Inflatable Golf Packages, Inflatable costumes, Inflatable Tents, Holiday Inflatables, and such like.

For all practical purposes, inflatables are a very efficient and cost effective way to get across your message to your target audience with a solid force that will grab the attention of your potential customer almost immediately. Inflatable  advertising  is used to increase business and obtain a lot more attention, as compared to almost all other kinds of  advertising  methods. What’s more it is quite inexpensive!

 Advertising  inflatable products have come to be an excellent marketing tool for various kinds of venues, whether for high transfer business or for outdoor events. Over the years, innumerable companies have unanimously selected these inflatables as a hugely successful marketing tool.

For example,  advertising  balloons have become a highly cost effective means to get across your ideas. Imagine an idea of yours, or a brand logo imprinted on a giant sized Inflatable Balloon floating slowly in the sky. They can attract attention from miles away! Giant inflatables and  advertising  balloons create an excitement hard to duplicate, and that helps in creating a receptive mind among your customers.

Inflatable balloons, helium blimps and  advertising  inflatables, they come in all kind of different shapes and sizes, in order to attract the attention of customers. Different kinds of  advertising  balloons have the capability of attracting different prospects. Of course, it does depend upon your product too.

All you need to figure out is how to place them at strategic points in order to make your brands stand apart, and have customers completely infatuated by them.

To put it simply, the effectiveness of  advertising  inflatables lies in the statement, ‘when the balloon soars high, the sales dance up higher.’

People keep changing their preferences, and now it seems they are looking for something new. Something special! Inflatable marketing is just the tool of  advertising  to grab onto their attention. Surely, you must have come across various popular sports and caught the glimpse of colorful  advertising  balloons soaring high in the sky above. It is eye catching, largely interesting and incredibly cost effective. Most importantly, it is very innovative.

Inflatable marketing strives at making your product successful and stand out. Be pioneering, be smart and use Inflatable marketing. It is the next best thing among  advertising  solutions.

New and Cheap Advertising Ideas

When you are in the business world then your major aim is always to surge ahead of your competitors. It is important that your product is of high quality but it is also important to advertise it so that it reaches every household. You can take the example of mobile phone producers. Normally two products have got the same kind of features but the one with higher sales is the one which is well known as compared to the other one. What is being emphasized here is that you need to speak out loud about the product you are offering and that can be done through the proper implementation of  advertising  ideas.  Advertising  is the key to your success in the business.

Generally our conception about the  advertising  is limited to the big banners we see on the roadsides, in the malls and the large scale advertisements in the electronic as well as print media. With the rising popularity of the internet, the pops ups and advertisements on the websites are also now part of the  advertising  industry. For the big business houses these are standard mode of  advertising  but for the smaller businessmen it is a no-no thing because of the higher budgets. There is no need to get disheartened because these are not the only  advertising  ideas or ways to promote your product. Distributing pamphlets, use of salesperson are also the cheap and effective ways of  advertising . One needs to understand that anything that will make sure that the customer gets to know about your product is a way of  advertising .

To name a few of the cheap and better  advertising  ideas you can count on distributing the pamphlets and flyers in the areas that are in your reach. Through these flyers you can also distribute the discount coupons. These coupons will get the people discussing your product and the contemporary wisdom says that the word of mouth is still the best way to go about the  advertising .

In modern times internet has become such a powerful medium that you can achieve unbelievable results with its reach. You can make a website detailing your product or service. Along with this also make use of the various social networking websites like Facebook, orkut etc. by dedicating a page on them to your product. If you can further spend a little more time you can also make a monthly newsletter relating to your product and send a mass email to the people. In the newsletter make sure that you detail all the good things about your product and also offer some good discounts. This is sure to set some of the tongues waging.

Make yourself a regular member of the business sittings in your locality. Discuss about your product with other people. They might give you some nice  advertising  ideas. The more you keep your eyes and ears open the more you are bound to gain. Project yourself as the key player in the niche of your product and make sure that your product as though it is the only viable option available in the market. These  advertising  ideas are sure to make your project a hit in the market.

Measuring Advertising Success

A comment usually attributed to Lord Leverhulme went something like, “I know that half of my marketing spend is wasted, but I’m not sure which half.”

Whether they know it or not, this is this situation most companies are in today, I would go further and say 80% of your prospects come from 20% of your marketing but which 20%? Leverhulme didn’t have the advantage of the Internet back in the 20s but you now have some big advantages.

Imagine being able to cut out the wasted spend and do more of what is working! It isn’t difficult it just needs a simple database, better use of your web site and maybe a little planning.

Whether it is paying £20 per month to put a business card in the local store, a yellow pages advert or a piece in the local/national press; you need to know whether it is worth doing. When it comes to more expensive  advertising  then you really need to know how many leads you are getting for your money and how many of those are converting to sales. If you use pay-per-click and have multiple adverts running then maybe we can show you how to track the exact success of each one.

If the ‘Call To Action’ of your  advertising  is to call you then you need to ask where people found your details or have a separate number for each campaign if that is practical for you. You need to do this every time and you need to record the results. Whether on paper or on computer you need to track every prospect:

  • Name
  • Contact details
  • Product/service they are interested in
  • Likely buying timescale
  • Where they heard about you
  • Core product/service bought
  • What additional products/services have they been offer

That is the bare minimum and you will have to add to this for your own business purposes but without this core data you are doomed to continue wasting a large portion of your marketing budget.

If you have a web site then you can get clever. If you don’t have a web site then go get one, now! Seriously, you can have a web site for around £20 plus the time and effort of setting it up. There is enough information freely available to allow you to create a compelling web experience for your customers and get the message out there that you exist. If you know nothing about the internet and can’t afford to get a third party to do the development for you then choose a web host that offers one of the easy web creators.

Every piece of  advertising  you do will have a web site address (URL) on it so that people can go to your web site to find out more about what you have to offer. The vast majority of companies drive people to their home page and in doing so most of them lose valuable information on where the visitor came from. If you are getting links to your site from other places on the internet then it is possible to include information in those links to track where they came from. If you don’t have the knowledge to do this then simple create a new web page for each advert and have people reading that advert go to that unique page.

After a while you can see through your web statistics how many people arrive at these unique pages. An easy way of judging the success rates of all your  advertising . Go back and read that part again and then make a note to do it. This is a free way of measuring marketing success and one of the easiest to implement. It is more than that though, it allows you to customize each landing page to the advert that brought people in, it allows you to test different landing pages to see which ones give the best conversion rates. Never forget the bottom line, you are trying to get people to spend their money in your direction.

Then you can stop paying for the adverts that are not bringing in visitors, adjust the ones where the conversion rates are low and do more like the ones that are working for you.

Pixel Advertising: Fad or Trend?

Pixel  advertising  is an innovative marketing concept introduced by 22-year-old Alex Tew that allows advertisers to buy  advertising  space on a per-pixel cost basis. The more pixels an advertiser buys, the larger their ad and the greater the chance that it will be clicked on. Selling one million pixels at $1 each, Alex’s Million Dollar Homepage has created quite a buzz in the news media and has easily reached its $1 million target.

Thanks to the stunning success of Tew’s Million Dollar Homepage (MDHP), pixel ad sites have mushroomed all over the net. There are even commercial scripts that you can buy that will allow you to set up your own million-dollar homepage in less than 15 minutes. However, this does not mean you’ll make a million dollars…or even a thousand dollars…or even the cost of the script.

Alex Tew’s pixel  advertising  concept was simple, so simple that it eventually led many people to pound their heads on the wall repeating to themselves, “Why didn’t I think of this first?” But his idea was also novel and original. And because of its novelty it commanded a lot of attention (and free publicity) from the media.

Needless to say, no news organization will rush to report about a second million-dollar homepage, let alone one set up in 15 minutes with a purchased script. This is not to say, however, that there is no room in cyberspace for the second or third or even thousandth MDHP. In fact, there are presently at least a thousand MDHP clones hoping to capitalize on the pixel  advertising  craze. Many of them have managed to make a lot of money despite not being the original.

Some people view MDHP clones as little more than shameless imitations trying to leech off Tew’s original concept. This would be the case if his idea, while fun and original, has little use beyond his website.

On the contrary, the clones have proved quite the opposite. Their successes have demonstrated that Tew’s Million Dollar Homepage was worth much more than $1 million. Moreover, they have lend legitimacy to the concept of pixel .

While the original MDHP has made “internet history” (in Tew’s words) by achieving its $1 million goal, it is unlikely to become anything more than just a blip in internet history if the concept is not adopted and refined by others. In fact, most MDHP clones have achieved their riches not by ripping off Tew’s site verbatim, but by borrowing his pixel  advertising  concept and finding creative uses for it.

Far from being just a fad, pixel  advertising  holds an enormous promise as an alternative, cost-effective channel for online  advertising . But the concept is still in its infancy, and to avoid becoming internet history, it has to evolve. An important aspect of this evolution is how limitations inherent in the concept itself and in how pixel  advertising  is being used are addressed.

Perhaps the most obvious argument against pixel  advertising  is that its current use is largely limited to websites with seemingly useless clutters of ads with no content whatsoever. At best these sites offer advertisers little more than a source of non-targeted traffic.

An obvious solution to this is to incorporate pixel  advertising  into content-rich sites. Instead of selling pixel  advertising  exclusively through a site with nothing but a giant grid of picture ads, banner-sized pixel grids may be incorporated into a site with real content. A good example of this application is the relatively small and unobtrusive pixel panel placed on http://www.ezclassifieds.org/. Since most people go to ezClassifieds.org to post and look at ads, the site is an ideal place to offer pixel  advertising  to visitors. Obviously, incorporating pixel ads into content sites involves a lot more work than installing a ready-made script on a new domain. It involves developing a content-rich site and *then* offering pixel ads as an alternative to text links and traditional banner ads.

Used in this way, pixel ads are at the very least superior to traditional banner ads. Unlike traditional banners, a pixel banner may contain ads for several advertisers. Plus, pixel ads are not confined to predetermined shapes and sizes. Many pixel ad scripts will automatically resize images submitted by advertisers, eliminating the need to edit them to conform to the publisher’s requirements. Purchasing pixel ads is usually painless and often fully automated. Since most people have grown accustomed to ignore banner ads, pixel ads are likely to generate higher click-through rates.

Copyright 2006 Oudam Em

Online Advertising

 Advertising  has moved much beyond the levels of print and point of contact  advertising . Today one of the world’s most effective  advertising  techniques is online  advertising . With the unparalleled rise in the World Wide Web, not only has it become one of the most targeted sections of  advertising , but at the same time it is also the most cost effective  advertising  process in the world.

Categories of online  advertising  could include such systems as banner ads, email marketing,  advertising  networks, online classified  advertising  and many other techniques. The procedures are simple, they are quick and the results are easily visible.

The greatest benefit of online  advertising  is that it knows no time and space boundaries. It is visible to anyone at anytime and geographical boundaries are no longer applicable. Another great advantage is that they can be targeted to specific groups or a relevant audience. Certain keywords will bring up the advertisements on the requisite pages, thus ensuring that you catch the eyeballs of people who are looking for similar content.

Google, due to its commanding position in the search engine world, is used as the benchmark for all  advertising  techniques and marketing strategies. If a company manages to do well with its Google  advertising , then it is guaranteed that the same techniques will achieve good results on other search engines also.

Google’s AdWords is one of the most basic systems of  advertising  on their search network. The AdWords reach only interested customers, since the ads pop-up only on relevant search pages. You can also reduce  advertising  costs tremendously since these are not very high priced ads. You can also alter them as and when needed, and judging from the evaluation charts you can make informed marketing decisions.

Online  advertising , especially banner  advertising  or ads on various sites should not be judged on the basis of the number of click throughs. An advertisement’s efficacy cannot be calculated according to the instantaneous results it generates. There is a great deal of recall value attached to ads, and similar to print media or TV advertisements, the results normally become evident only later. However what is essential is the placing of the advertisement, since the significance of the page it appears on is what determines the focus of the ad.

Over 13.6 billion searches take place in one month in the US alone. Out of these 9 billion of those searches are on Google. Hence the importance of Google as the main  advertising  destination cannot be underplayed. Every SEM company worth its salt will target Google searches for optimization, and online  advertising  companies will target their ads towards the 9 billion searches every month. Thus Google promotion packages are an inherent segment of every  advertising  strategy. These include not only  advertising  on Google search engines, using the specialized techniques developed by Google, but also  advertising  on other classified advertisement networks and directory listing sites which are ranked high on the search engine lists.

Online  Advertising  includes search engine marketing with Google AdWords, Yahoo SM and Microsoft Adcenter; it also includes buying banners from CPM ad networks as well as social media marketing.