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Improving the Performance of Your Online Advertising

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Improving the Performance of Your Online Advertising


Previously, we’ve seen how important it is to keep track of how your online ads are doing and what you can do to make this happen. But if you notice that you’re not really getting the results that you were hoping for from your online marketing efforts, then there are a few things that you can do to try and solve the problem. Here are some areas that you can examine more in detail to try to change the way things are going:

Your Ad Copy

Having a good ad copy is essential to success in the online world. The ad copy is basically the ad itself, which could be a text ad, video ad, or banner. Look at how your ad is made. If it’s a text ad, like in a classified ads site, is it well written, without 10 spelling mistakes per sentence and gives people an accurate representation of your business (products, prices, etc). Does it have a call to action? For a banner ad, is it visually appealing? Does it at least give some information about what you’re promoting? Having a good ad copy can make a big difference.

Keywords/Demographics/Other Parameters

These would be factors that are specific to each type of online advertising method you use. For example, if you use PPC ads on search engines, you will need to target the right keywords. If you use media buying, you can select demographics so that your ad will be displayed on websites that are more likely to be frequented by the section of the population which are your target market. You can also select your ad to be displayed on specific sites, etc. Don’t forget geo targeting. If you have a local business, showing your ads world wide is simply a waste of money. Get familiar with the advertising method that you’re using and tweak some of the parameters as necessary.

Marketing Channel or Specific Site/Service

Not every single advertising channel will be appropriate for every business. Also, certain specific sites or services could yield better results for some users. For example, a company may not get much luck getting good customers on the classified ad site Craigslist, but could get much more quality visitors and customers from Backpage, etc. Don’t hesitate to drop a certain service or advertising channel from your portfolio completely, especially if after making many changes, plus putting in time and money you aren’t able to make anything work well for you. There will always be other options available to you.

Obviously, these are just some general tips on what you can change to get some improvement. There are plenty of free resources available online such as e books and forum posts which deal with the specifics of certain advertising channels, or give advice on how to promote a specific kind of business online. By reading these materials, you will get a better look at some additional things that you can do to improve the way your online ads are now doing.

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

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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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