Our next lesson covers the main elements of online advertising. Advertising is probably the most important promotional tool for large physical companies. However, with an SEM business, advertising is only a supporting factor. The problem is that most SEM companies lack the scale to be able to effectively contact a large number of prospects and clients. Also, there aren’t many places on the Web where potential customers flock. Therefore, advertising is largely PPC oriented.
Really, Online advertising is internet advertising. This particular form of advertising is a source of income for a growing number of websites and companies.
A significant number of businesses, from small businesses to multinational corporations, incorporate online advertising into their marketing strategy. Online ads typically involve at least two separate companies: the advertiser or agency that buys or sponsors the ad, and the publisher or network that distributes the ad to display it. Due to the close relationship between technical innovation and online advertising, many companies specialize in both. For example, most search engines combine their search service with an advertising program, reaping the benefits of keyword-based search technology by including ads in search results.
Let’s take a closer look at the most popular form of online advertising as traditional banner advertising. PPC advertising form will be explained in detail in 8 lessons of our next step.
traditional flag
A web banner or banner ad is a widely used form of advertising on the Internet. This type of online advertising involves embedding an advertisement on a web page. It aims to attract traffic to a website by linking them to the advertiser’s website.
The ad is typically constructed from an image (GIF, JPEG, PNG), a JavaScript program, or a media object using technologies such as Java, Shockwave, or Flash, and often employs animation or sound to maximize presence . Images are usually in a high aspect ratio form. Banners are usually placed on web pages that have interesting content, such as a newspaper article or opinion piece.
The web ad is displayed when a web page that references the ad is loaded in a web browser. This event is known as “Print“. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “destination click”. Many banner ads work with a click-back system.
At the heart of a click system is the mathematical calculation of the number of users (users who click on an ad) divided by the number of impressions. We remember that the term impression means the number of times the ad was delivered. For example, if your banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks counted), the resulting CTR would be 1%.
It should be noted that click-through rates on banner ads have decreased over time, often measuring significantly less than 1%, and choosing an appropriate ad site with high affinity is a crucially important factor in this situation. Personalized ads, unusual formats, and more annoying ads often have higher click-through rates than standard banner ads.
When the advertiser scans its log files and detects that a web user has visited the advertiser’s site from the content site by clicking on the banner ad, the advertiser sends the content provider a small amount of money (usually around five to ten cents on the dollar). This retrieval system is often how the content provider can pay for Internet access to deliver the content in the first place.
9 Common Advertising Mistakes to Avoid
Banner advertising expert Rob Frankel advises e-merchants to avoid the following mistakes when creating their banner ads:
- Overloaded. too many colors Too slow to load. Too hard to read. No one wants to grow old waiting for their banner ad to load. Frankel advises designing banner ads that load and display easily with last year’s technology. “Personally, I design pages for people running no more than Netscape 2.0 on the equivalent of a 486 running on 66 MHz and 256 colors,” Frankel says. “That means your art should be no more than eight bits, unless you’re a true minimalist and can’t do more than four.”
- Not attractive. People like pretty things. What works for Cindy Crawford may also work for you. So if you’re not a digital Da Vinci, find someone who is and pay them a few bucks to make your banner look great.
- Too many bells and whistles. Just because technology offers you bells and whistles doesn’t mean you have to use every one of them. Chances are the average web surfer has visited multiple sites before landing on your ad. Give the reader a break. Do not exaggerate movement, movement or message changes. And allow some time to digest what you’re showing.
- Illiteracy and illegibility. These are the ads that make you scrunch up your face and turn your head trying to make some sense of the garbled scribbles that some chumps think are cool. But prospects don’t care how cool you think it looks. If they can’t read it, you’ve lost any chance of them clicking on it.
- Lost link. His banner looks great, but it’s not linked to anything. That’s a bug that anyone should be able to detect and prevent with a simple check.
- Link errors. Your banner looks great. The link works… directly to a 404 message (meaning the requested web page was not found). Maybe this isn’t your fault. Perhaps her webmaster inadvertently forgot to tell her that she changed servers. But even if it was the webmaster’s fault, who do you think will be his fault? Keep checking those banner links every few days.
- Weak message. The same things that make good ads make good banners. Unfortunately, the same things that make bad ads turn into horrible banners. If you don’t know how to write and design a clever and compelling message, hire someone who does. Nothing turns potential prospects off more than a really stupid attempt to be smart, an offense usually committed with the help of a bad pun. Remember that your ad is representative of you and contains a bit of your personality and skill. If you look silly to a viewer, guess what they’ll think of you? It is better to be clear than intelligent.
- confusing message. Your banner looks nice, but no one understands what the hell you’re talking about. This is the number one mistake DIYers make.
- Boring banners. A common misconception is that your banner doesn’t force your recipients to respond within a certain period of time. Without a deadline, there is no immediacy to act, which means they scroll until they forget about it.
Web banners work in the same way as traditional advertisements: they notify consumers about the product or service and present the reasons why the consumer should choose the product in question, although web banners differ in that the results of the advertising campaigns can be monitored in real time. time and can be directed to the interests of the viewer.
Evidence shows that web banner ads are restricted by high cost and limited physical banner area. Let’s look at the Marketplace section of SearchEngineWatch.com:
Out of 10 advertisers, only 3 are in the SEM services business. These companies, BruceClay, KeywordRanking, and MoreVisibility, are the largest players in the industry; they have enough means to run these ads and enough resources to satisfy a large flow of traffic.
pay per click advertising
Pay-per-click or PPC advertising is an arrangement in which webmasters (website operators), acting as publishers, display clickable links from advertisers, in exchange for a charge per click. As this industry evolved, several ad networks developed that acted as intermediaries between these two groups (publishers and advertisers). Every time an ad is clicked by a (believed to be) valid web user, the advertiser pays the ad network, which in turn pays the publisher a portion of this money. This revenue sharing system is considered an incentive for click fraud.
Although many companies offer pay per click system as one of their services. Google AdWords and Yahoo! Search Marketing (formerly Opening) and MSN AdCenter are the best players in this field.
To the extent that PPC advertising is the first choice of advertising for any new online business, it has become one of the dominant and widely used marketing tools.
What you should remember:
- A web banner is displayed when a web page that references the banner is loaded in a web browser. This event is known as an “impression”. When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a “target click”.
- Banners should be placed on web pages that have interesting content, such as a newspaper article or opinion piece.
