Targeted Banner Advertising

A strategic marketing plan should include targeted banner advertising as at least one component for reaching the target audience of a company's goods and/or services. With pay per click banner advertising, the company's marketing budget can be focused on those websites that are most likely to be visited by prospective purchasers. As the nation's population has fragmented into diverse groups and subgroups of individual hobbies, sports, interests, pastimes, and activities, so has the need for strategically designing marketing campaigns that appeal to the specific niche audience rather than the general population. Advertisers can narrow the focus of different pieces of an ad campaign by bidding on relevant keywords and, possibly, concentrating on a specific geographical area instead of the world at large.

During the early days of targeted banner advertising, the prevalent system was cost per thousand or CPM. (The M is the Roman numeral for a thousand.) The company paid the internet ad agency so much money for each one thousand times the banner was seen by an internet user. Beginning in about 2002, the pay per click system appeared. Advertisers liked the idea of only paying for an ad when an individual actually clicked on it. This is sometimes referred to as a "hit" or, more recently, a "page view" or "page impression." "Run of site," or ROS, refers to pay per click banner advertising that isn't connected to any targeting keywords. This type of ad is more economical to purchase. However, without any consideration for keywords, there is less chance that it is being shown to an individual fitting the demographics for the particular product or service.

In determining the effectiveness of any particular ad, company management considers such factors as the click through rate (CTR), the conversion rate, the cost per sale, and the cost per visitor. The click through rate is the number of unique visitors who click on a banner ad that takes them to the company's website. Through the use of cookies, the banner server tracks ads, recording such information as the amount of time a visitor stays on a particular web page and if the visitor makes a purchase. The conversion rate is the percentage of visitors to a site that become customers by purchasing the goods or services offered by the company. The cost per visitor is easily tracked by the banner server. One easy formula for calculating the cost per sale, then, states that it is equal to the cost per visitor divided by the conversion rate. However, depending on the product and industry, other factors may be included in a particular company's cost per sale calculations. With this information, the company can analyze which components of the marketing campaign are most cost-effective and most likely to appeal to prospective customers.

Almost everyone who goes to the trouble of establishing a business presence on the internet hopes to make money from their efforts. The entrepreneur should be encouraged with this verse: "He becometh poor that dealeth with a slack hand: but the hand of the diligent maketh rich" (Proverbs 10:4). Diligence in paying attention to one's business affairs can be said to the key to economic success. Many decisions have to be made about the product or service being offered. A key issue is identifying the target audience. The more an entrepreneur knows about the demographics of his customer, the easier it will be to design an effective marketing strategy. Advertisers have several options when creating pay per click banner advertising campaigns. If the marketing budget is small, the advertiser can join an exchange or swap system which allows advertisers to trade space on their individual sites with other members of the exchange. A second option is to buy space on a relevant website which is then referred to as a publisher site. The third option is to pay a network to place the ads on relevant publisher sites. Each option has its own advantages and disadvantages which need to be considered, along with financial considerations, when planning the marketing strategy.

There are eight standard sizes to choose from when designing a targeted banner advertising campaign, though other configurations are also possible. The Internet Advertising Bureau (IAB), founded in 1996, has over 375 companies as members. As a group, these companies are responsible for approximately 86% of online advertising in the United States. Needless to say, the IAB has enormous influence in setting standards and in providing support and education to its members. A full-size banner, measureing 486 x 60 pixels; will stretch across the width of a web page. The smallest standard size measures 88 x 31 pixels and is commonly known as a micro-button. The banner ads can be placed horizontally or vertically on the page. They can also be designed as either pop-ups or pop-unders. The pop-up ad does just what the name implies -- it pop ups on the screen in a separate window. The internet user doesn't realize a pop-under is even open until she closes the window she's in. There the pop-under will be, patiently waiting for a click.

The designers of a targeted banner advertising campaign know that only a small percentage of internet users will respond to an ad. Though getting a customer is the primary goal of pay per click banner advertising, another important goal is the branding of the product or service. A person who sees an advertisement may not be interested in the product right then, but may go back to the site at a later time. Or, when the need for the product arises, the consumer may choose this particular brand over others because of the exposure of the advertisement. A carefully planned and strategic marketing plan considers many variables in creating advertisements for the target market, including budget concerns, publishing options, configurations, and branding.

Advertising Button Ads

Advertising button ads are just one of the many different forms of advertisements that are used online to promote websites, products, and companies. These advertisements are much like banners, but on a much smaller scale. Another popular promotional tool is email. This marketing strategy is affordable, easy to do, and reaches many people that may not visit a website on a regular basis. Buttons are also very affordable and easy to use on any website. They can be used on the main website or on other sites as a promotional tool for that website to attract people to visit the site. They are also sometimes used as a form of signature on emails. Advertising email ads are a great way to reach out to individuals to promote products and services. Using an email advertisement in association with a button ad can be a very good marketing strategy.

Advertising button ads are a very popular form of marketing or promotion on the Internet. There are many companies that work with websites to provide advertisements and promotional materials for use on the main site, affiliate sites, or completely separate sites. The advertising of a company can be a very tricky or difficult task because this is where new customers and visitors will be reached and current or past customers and visitors will be continually attracted. Taking advantage of advertising button ads can be a very good way to promote products, services, brands, companies, and a variety of other things. A button is relatively small and can be placed anywhere. Choosing where exactly to place a button ad may be one of the most difficult things to consider when using this form of promotion. Also, early on in the process of marketing, choosing the right company or provider of promotional materials may be a big choice. With buttons or advertising email ads, it is important to choose a company that will work with the website to offer the best possible advertising strategies and materials. Bright images, clear pictures, animated graphics, and many other important aspects need to be included in a quality advertisement. Taking the time to review an advertisers history and past promotions may be very helpful in narrowing down the choices of which marketing or advertising company to choose. Making a bad choice can cost valuable time and money that a company or website could put into other important projects or areas of the business.

When sending advertising email ads to current or potential clients or customers, it is important to include many important items, topics, and promotions. Most importantly, it is very important to give the client or customer a sense that he or she is important to the company. Using the clients name can be very important in showing them that they are necessary to the success of the company. This strategy is often used to attract new clients and appeal to those who have previously made purchases or used the services of a website. Advertising email ads also provide a great opportunity to offer promotions, contests, and other offers to the client. Any type of giveaway, sale, or other promotion will interest clients and individuals who may be interested in the items or promotions that are available. This is also a good way to familiarize potential clients with the company and the products or services that are offered. By conducting a sweepstakes or giveaway through an email promotion, current and potential clients will have the ability to understand the type of products or services that the company is offering. Using advertising button ads with an email promotion is a very good idea. This will allow the consumer to become familiar with the names, logos, or images that are associated with the company or website. This will also give the client a direct link to the website for very quick and easy access. Email promotions are a very good idea for attracting new clients and maintaining current clients.

Advertising button ads are very interesting and popular in the marketing of Internet companies and websites. There are many important ways that this form of promotion can be used. Email advertisements are also useful in promoting products, services, brands, companies, and websites. Used together, button and email ads can be even more successful. Buttons can be used on the main website of a company, an affiliate site, on a separate site, or with an email promotion. These advertisements are much smaller than banners but are very similar. They offer an image, logo, or name of the company that can be used to link the consumer, client, or visitor directly to the main website. Advertising email ads are used to send information to a variety of individuals who are either potential or current clients or customers of the website. Emails offer a more personal touch from the company or site to the consumer or client. There are many great promotional tools and programs that can be advantageous for the website or company that is attempting to gain consumers or clients. Technology, including the Internet, is very helpful in completing advertising and other business tasks. God is the reason that individuals have been given the intelligence and resources to develop such unbelievable feats in technology. "The heavens declare the glory of God; and the firmament sheweth his handywork." (Psalm 19:1)

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