Marketing For Local Businesses: Your Options – Media Buying – Part 2

Now that we have seen what media buying consists of and the various business models available when it comes to paying for your ads, it is time to take a look at two things that are just as important: what type of ads you can run and also where you can place your ads.

There are various types of ads to choose from:

Text Ads – These are similar to the sponsored ads that you would find on Google search results, except that they are served on various websites rather than on search engine results. Depending on the network, you will have a certain amount of characters that you can use for your title and for the body of the ad. Remember, you want people who are interested in what you have to offer to click on your ad, but also to avoid those who are merely curious or looking for freebies. This is especially important if you are paying on a CPC model, as you don’t want to waste your advertising budget on non productive visitors to your site. As such, your ad should inform the viewer of what you have to offer as well as be cleverly worded and attractive.

Banner/Graphic Ads – These are another popular type of ad in the media buying industry. You basically create a graphic ad, which can have various shapes and sizes. Some are the classic horizontal banner, while others are more in a vertical “skyscraper” format. There are also banner ads available in a smaller, usually square format. When you create a banner, you want to do the same thing than with a text ad: captivate the viewer’s attention, but still give them enough information to decide whether your business offers them something they need. Banner ads are basically an animated GIF file, which can easily be created with a graphics program. Or you can also pay a freelancer $5 – $10 to create a banner ad for you.

Popup/Popunder Ads – These types of ads are still being offered, although they have lost most of their efficiency, due to the fact that browsers now have integrated popup blockers and if an ad does get past those, most people simply get annoyed and close it. As such, it is not recommended that you use them if you are promoting a local business, as they are more suited for affiliate offers.

Video Ads – This is a relatively new type of ad, but is growing in popularity. It is basically a mini commercial, like one that you would see on TV. The video is played either before the user watches another video on a video sharing site, or plays automatically when the page serving the ads is loaded. You will, however, need to create a video ad by yourself and have it approved by the ad network. Since this is a new type of ad, their success rate has not yet been fully tested, so unless you have a significant budget to devote to your media buying, it is best that you try the other ad types first.

Tomorrow, we will see where you can put your ads and how to optimize them in order to take maximum advantage form media buying.

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