| |
| |
|
Advertising Information |
|
|
|
Understanding Internet Banner Advertising
Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix. This article assumes that the reader knows what a banner ad looks like, but do you know how they work, and how you can derive benefit from them? Let's define a few terms before answering these questions. 1. "Page views" or "page impressions." These terms are interchangeable and they refer to the number of times that a page within a website has been displayed on a website. 2. "Banner view." Like a page view, a banner view is the number of times that a banner has been displayed on website. 3. "Click through." A click through is the number of times a website visitor has "clicked" on a particular banner ad and was transferred to the website of the banner advertiser. 4. "CTR." CTR is the acronym for "click through rate," which is the ratio of the number of banner view versus the number of times visitors have "clicked through" to your website. CTR is expressed as a percentage, so a click through rate of 1% means that for every 1,000 banner views, 10 visitors have clicked through to your site. 5. "CPM." CPM is an acronym for "cost per M," where "M" is the ancient Roman numeral for 1,000. Translation: CPM is the price your business will pay to have its banner advertisement displayed 1,000 times on a website, e.g, the cost of 1,000 banner views. So, for example, if the CPM to advertise on a site is $80.00 your business will pay $80.00 for every 1,000 banner views. 6. "ROS." ROS is the acronym for "run of site," which simply means that a banner ad is displayed on every page in a website, as opposed to being displayed only in a particular category of a website or only when a particular keyword is entered into a search engine. Everyone who is in charge of a advertising or marketing department (that's you if you're the sole shareholder of the company) knows that advertising is, in large part, a numbers game. The more frequently your message is seen or heard, the more likely the consumer is to purchase your service or product. Take Mattress Mac with Gallery Furniture , for example. If you live in the Houston area, or if your radio can pick up the signal of almost any Houston area radio station, you cannot go a single day without hearing or seeing an advertisement for Gallery Furniture. Peppering your senses with constant reminders that "Gallery Furniture Saves You Money!" has enabled Mr. McIngvale to build his single location furniture store into an empire. (Of course, advertising alone won't do it; you still must have a quality product or service). I have no scientific data to support this assertion, but I'll make it anyway: I'm willing to bet that Gallery Furniture is known to more people in the greater Houston area than any other single business. How did that come to be? Mattress Mac understands the advertising numbers game and plays it better than anybody else. Banner ads are a numbers game. The industry standard click through rate for online advertising in general is around .5%. Not 5%, but .5%. Doesn't sound very encouraging for your banner ad campaign, eh? Well, there are ways to significantly increase the CTR of any given banner. The best way is by targeting a particular banner ad to a narrow audience, an audience that is looking specific for a product or service just like yours. Highly-targeted can boost your CTR to as much as 2%-3% or higher and significantly increase the traffic to your website. Another valuable purpose of the banner ad is branding. Intertwined with the messages Gallery Furniture delivers about particular sales events or types of furniture is the company's consistent and recognizable logo, color scheme, and tag lines. Your banner advertisements can, and should, perform the same function; they should be designed using your company's logo and colors, at a minimum. Sometimes incorporating the tag line is the way to go, but other times you may want to advertise a particular special offer, product, etc. The important thing is that you take advantage of the numbers game by continually displaying your name, logo, and colors. The more visitors that see you, the more they will come to associate your name with your type of product or service, and the more likely they will be in the future to buy from you. Henry J. Fasthoff, IV
MORE RESOURCES:
Agency Competing on 'The Pitch' to Make a Pitch for Diversity in Advertising - New York Times (blog)
Google News |
|
|
|
RELATED ARTICLES
Whats On Your Business Card? A professional business card says more about youand your business than any other tool in yourmarketing arsenal. You need a card that looksgood, tells what you do and makes it easy tocontact you. Raising Funds For Your Nonprofit Using An Annual Direct Mail Program A good annual direct mail solicitation program can produce unrestrictive operating funds for your nonprofit organization year after year. And such an annual direct mail program, if done right, should produce more funding for your organization each year. Electronic Display Boards Electronic display boards signify high priority messaging, allowing you to communicate critical, and time-sensitive information.Electronic display boards are present at many fast food restaurants today, aiding, and restaurants to increase sales, publicity and improve their service to you. What the Newspaper Ad Person Won't Tell You Newspapers are considered the PRIMARY advertisingmedium by 99.4% of all retailers. Advertising Basics for Beginners So many of us who have decided to do business online have no background in marketing or advertising. It can be so frustrating without any kind of guide. Humor in Advertising Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product. Hiring an Amateur Could Mean a Potential Lawsuit for Your Business These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer. Advertising - Does it Matter? When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen. Custom T-shirts -- Put Your Company Logo on Cotton! An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company. 9 Tips for Better Billboards It is a given that billboard advertising "outdoor"is not a "quick fix". If sales are down, you can'tquickly put up a few boards to boost the numbers. Just What Are Consumers Thinking? Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes. 3 Elements To A Deal-Sealing Classified Ad Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory. See How to Advertise and Gain More Money to Blast Another Project We have a Great News that we think that may interest you as a Business owner. It is about a Advertising Agency that are preparing to launch and incredible system to help business to earn constant cashflow. Cable TV Advertising; Mobile Detailing Customers If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity. Electronic Score Boards Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for. Create A Killer Brochure: 9 Steps to the Perfect Piece If you are creating a brochure, make sure you follow these 9 steps to get best return on your investment:1 Grab AttentionYou need a hook that gets your audience interested. The headline or main text is your first chance to grab attention. Organizing Business Cards for Effective Contact Management Now that you've had colorful new business cards printed, and have been distributing them diligently, what do you do with the cards you collect from other people?If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse?Without a good filing system, the information on those cards is useless. Forgot The Ad Budget? Dont Panic! Bob is excited about his new business. He secured funding. 10 Ways To Improve Your Print Ads 1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. The SKINNY on Radio Advertising From meager beginnings in 1920, radio has grownwith us to be a major player in advertising. Theradio industry says they get about 8 percent ofall advertising bucks.
|
|
|
|
|
