Online Advertising

When a new business is advertising online for the first time, they are confused by the choices and pricing methods. Each area of advertising offers different results, and can help you achieve different goals.

Forms of Online Advertising;

Banner Ads - - Horizontal bars across top or bottom of web page, usually paid by each thousand displays (CPM), good for branding and getting the message in front of customers eyes. Can be annoying to customers.

Leaderboards - Long ads that usually appear at the top of the page, usually paid by each thousand displays (CPM), large flashy ad that customers will find hard to ignore.

Skyscrapers - Tall, thin ads that usually appear on the right side of the page, usually paid by each thousand displays (CPM), large flashy ad that customers will find hard to ignore, may not convert directly to sales well.

Text Ads - A text link to your site, 3 or 4 lines for text, cost can vary per thousand displays, cost per period, cost per click, cost per lead, cost per sale, customers trust text ads more than banner ads and so this ad converts directly to sales much better. It can also help with your google page ranking.

Sponsorship - Website sponsorship can come in several formats; regular sponsorship - advertiser has a space to place the logo and company message, and content sponsorship - advertiser has limited control and submits their own content to the site as well as having an advertisement on the page. Usually pain by the period, and need to be on targeted websites to reach the right audience.

Online Directories - Inclusion in a directory for a cost, the online equivalent of Yellow Pages, or Industry Directories, these give you basic or enhanced listings on the website. Your details will come up if your sector, location or company name is searched for. Enhanced listings will allow users to click-through to your site. Online directory listings are often offered in conjunction with an entry in the printed version of the directory. Usually paid by the term (generally by the year)

PayPerClick - Search engines place your website on their front page and you pay a set amount per click-through. Sites like Overture also run bids for certain keywords - the more you bid, the higher your site appears on the first page of the search results. Properly run, these campaigns can bring a lot of extra traffic to your website.

Pop-Ups & Pop-Downs- A window that opens in a visitors browser, over or under the webpage they are viewing, generally a cost per thousand, Surveys have found that most internet users find pop-up adverts intrusive and annoying

Interstitial Ads - Ads that appear as a visitor travels from one page to another. The visitor usually has to click on a "continue" link to get to their destination, generally a cost per thousand, research has shown that click-throughs to advertisers' sites from interstitial adverts is greater than from banner adverts or traditional pop-up ads.

Search Engine Optimisation - This is an online advertising service provided by many web media companies. They will look at your target audience, your competitors and the keywords for your business and optimise your website content so that it has a much better chance of appearing on the first page of the search results. You will pay a fee to the consultants for this service. Studies have shown that many searchers prefer to use the "natural" listings provided by the search engines, rather than the paid-for listings.

So, with so many ways to reach potential customers via the internet, it's important to make sure that you adopt the best online marketing mix.

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