Jared Lansky blog about everyday life
14 Nov
Author: Pawan Kumar Dhiman
Our next lesson covers the main items for online advertising. Advertising is probably the most important promotion tool for big brick-and-mortar companies. However, with a SEM businesses, advertising is only a supporting factor. The problem is that the majority of SEM businesses lack the scale to be able to effectively contact large numbers of prospects and clients. Furthermore, there aren’t many places on the Web where prospective clients come in flocks. Therefore, advertising is largely PPC-oriented.
Actually, online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.
A significant number of firms, from small businesses to multinational corporations, incorporate online advertising into their marketing strategy. Online advertisements typically involve at least two separate firms: the advertiser or agency which purchases or sponsors the advertisement and the publisher or network which distributes the ad for display. Because of the close relationship between technical innovation and online advertising, many firms specialize in both. For example, most search engines couple their search service with an advertising program, exploiting the benefits of keyword-based search technology by including ads in search results.
Let’s look closer on the most popular online advertising form as traditional banner. PPC advertising form will be explained in details in 8 lessons of our next Step.
Traditional Banner
A Web banner or banner ad is a widely used form of advertising on the Internet. This kind of online advertising entails embedding an advertisement into a Web page. It is intended to attract traffic to a website by linking them to the advertiser’s website.
Generally the advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, and often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape. Banners are usually placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.
The Web banner is displayed when a Web page that references the banner is loaded into 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 “click-through”. Many banner ads work on a click-through payback system.
At the base of a click-through system are mathematical calculations of the number of users (users clicking on an ad) divided by impression number. 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 recorded), then the resulting CTR would be 1%.
It should be noted that banner ad click-through rates have fallen over time, often measuring significantly less than 1% and choice of an appropriate advertising site with high affinity is very important crucial factor in this situation. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.
When the advertiser scans their 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 US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.
Nine Common Banner Ad Mistakes to Avoid
Banner advertising expert Rob Frankel advises e-marketers to avoid the following mistakes when creating their banner ads:
Overloaded. Too many colors. Too slow to load. Too hard to read. Nobody wants to grow old waiting for your banner ad to load. Frankel advises designing banner ads that will load and view 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 at 66 MHz and 256 colors,” says Frankel. “That means your art should still be no deeper than eight bits, unless you’re a true minimalist and can bring it in at no more than four.”
Unattractive. People like good-looking stuff. What works for Cindy Crawford can work for you, too. So if you’re not a digital Da Vinci, find someone who is and pay him or her 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 that the average Web surfer has been through several sites before he or she gets to your banner. Give the reader a break. Don’t overdo motion, movement, or message changes. And allow some time to digest what you’re displaying.
Illiteracy and illegibility. These are the ads that make you scrunch up your face and twist your head trying to make some sense out of the illegible scrawls that some knucklehead thinks 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 their clicking on it.
Missing link. Your banner looks great but isn’t linked to anything. That’s a mistake 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 one isn’t your fault. Maybe your webmaster inadvertently forgot to tell you he or she switched servers. But even if it was the webmaster’s fault, who do you think will catch the blame? 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 make horrible banners. If you don’t know how to write and design a clever, compelling message, hire someone who does. Nothing turns off potential prospects more than a really stupid attempt at being clever, an offense usually committed with the aid of a bad pun. Remember that your ad is a representative of you, containing a smattering of your personality and ability. If it looks dopey to a viewer, guess what they’re going to think about you? It’s better to be clear than clever.
Confusing message. Your banner looks pretty, but nobody understands what the heck you’re talking about. This is the number-one mistake made by do-it-yourselfers.
Boring banners. One common mistake is that your banner doesn’t compel your recipients to respond within a certain time frame. Without a deadline, there is no immediacy to act, which means they scroll away until they forget it.
Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although Web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer’s interests.
The 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 wherewithal 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 (operators of websites), acting as publishers, display clickable links from advertisers, in exchange for a charge per click. As this industry evolved, a number of advertising networks developed which acted as middlemen between these two groups (publishers and advertisers). Each time a (believed to be) valid Web user clicks on an ad, the advertiser pays the advertising network, who in turn pays the publisher a share of this money. This revenue sharing system is seen as an incentive for click fraud.
Though many companies offer pay per click system as one of their services. Google AdWords and Yahoo! Search Marketing (formerly Overture) and MSN AdCenter are top players in this field.
As far as PPC advertising is the first advertising option for any new on-line businesses it became 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 into 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 “click-through”.
Banners should be placed on Web pages that have interesting content, such as a newspaper article or an opinion piece.
14 Oct
Author: Frank A Black
Trying to secure free advertising almost anywhere is a very difficult thing to do. And companies who don’t have an advertising budget will need to be especially creative in order to secure this free advertising. Although the advertising itself may not have any fees, bear in mind that it can still require some work or using up other resources of the company in order to achieve it.
Innovative and clever advertising can also help the company to develop an underground cult reputation. And depending on the target market that is trying to be attracted, then this can almost be as effective as paid for advertising.
The Sandwich Board
For those who aren’t overly self-conscious, a sandwich board can be simply made, and almost any advertising slogans can be placed on the boards which can then be taken out onto the streets or the local towns where people can see the advertising. It will require some time and dedication, but with almost no set up costs, and as long as you do it yourself, then it is certainly a form of advertising.
However, it will only reach as many people as you see in the town or city in which you are walking with the board.
House Painting Advertising
Another trend which has developed recently is that of painting a house in the colours and with the logo and information of the company. And if this is your own house, then with a little creativity, a brush and some paint, it can be another form of free advertising.
For this, it will usually be best to check and ensure that there are no regulations in place from the local council about the way in which a home can be painted. As long as there is no such clause, then you can go ahead and get free advertising on your home.
Press Releases
If your company is already doing something that is new or innovative, and would actually be of interest to others, then it may be an idea to draft a press release to be sent to the local newspaper, TV, or radio station and to see if any of these sources would be interested in carrying a story about your company, which can prove to be a great form of free advertising, as long as it is interesting enough for these media sources to take notice.
Online Adverts
Getting free advertising online really isn’t a problem, as there are so many sites which offer such service. But the big problem with this is that, it can be difficult to find free advertising which will actually be seen by people, and especially people who would be interested in the goods of your company. Searching to find a good provider of free advertising can take some time, but it is time that can be well spent.
Often getting free advertising can be quite time consuming, and may need some innovation on your behalf, but by thinking outside of the box for ways your company’s details will be noticed, then it is possible to achieve.
14 Sep
Author: Kez Sze
Do you know that banner advertising is the most popular form of advertising on the World Wide Web? A banner ad is a vertical graphic image usually bearing your site name, and the whole idea is to get people to click on it, go to your site and take the action expected of them.
Banner Ads Design
To create a good ad, you need to research similar websites, know your competition. Find out what works, what doesn’t.
In writing your ad, keep it simple, easy to understand and to the point and use relevant keywords. Insert the words “click here”. Use large text. Use words such as “free” and “sweepstakes” to attract the Internet users
Keep the file size low at 5000-5500 bytes for fast loading. Avoid excess graphics or animation.. Direct the visitors straight to a landing page, and track your clicks.
Target the right audience and choose the right place to display your ads. your banner is usually placed near the top of the web page. A paid-for banner is usually the only ad found on the web page.
Free Banner Ads
If you want a simple free ad, you might want to try one of these six online tools: Instant Banner Creator, BannerCreator.nu, 123-Banner, MyBannerMaker.com, Animation Online. If you are still not sure how your ad should look like, Gavriel Shaw has the answer. He says that Motley Fool runs the best banner ads he has seen.’They are simple, blend into the page, present worthwhile, interesting and curiosity building information. And they get the click.’
Google Banner Ads
One of the best places to consider when displaying your banner ads is Google’s search network and Google content network. It makes sense to place them with Google since it dominates 69% of the online advertising market, and is the leader in online advertising. Further, Google asserts 61% of Internet users will visit a website before making a purchase.
25 Oct
As an internet marketing newbie you are going to hear a lot of new terms. You will hear MLM, target market, affiliate marketing and much more. But one term you want to familiarize yourself with is search engine optimization.
Search engine optimization is simply the term used to describe the process it takes to get your web site showing up in the search engines for specific keyword phrases. The top search engines you will want to target include Google, Yahoo and MSN. The whole point behind this concept is to generate more traffic to your site. You will quickly learn that one of the most difficult facets of running a small business is generating traffic. Without traffic, you have no way of creating any sells. And without any sells, you have no money to keep your business up and running.
The whole idea behind SEO is to attract prospects to your site who are actually interested in what you have to offer. While there is no such thing as bad traffic, there is wasted traffic. This is people coming to your site who have no intention of becoming a member or a customer. But if you can climb higher on the search engines for specific keywords, you will attract prospects that are looking for what you have to offer. These prospects are known as your target market. It is much easier to convert a visitor into a customer if they are already interested. All you have to do is present your web site and products in a professional manner and you will find yourself a customer.
As you begin to pursue search engine optimization, the first thing you want to do is determine which keyword phrases you want to be on page one of the search engines for. Try to go after keywords that are searched regularly but are not overly competitive. It is virtually impossible anymore to show up on page one of highly competitive keywords like internet marketing or network marketing. To help you determine which keywords would be best, use some of the keyword tools that are available for free online. If you type in “google keywords” into the Google search engine, the first result that comes up is a great tool to use. It shows keywords related to the keyword you type in, how often they are searched and how competitive it is. As soon as you have a list of keywords you want to target, it is time to start promoting. You want to use these keywords throughout your web site on each web page, use them in articles, in forums and anything else you may use to promote your web site. Once the search engines pick up on these keywords, you will have picked up on the concept known as search engine optimization.
8 Oct
Author: Richard van Beek
Internet Marketing has many different descriptions in the market today. We like to describe Internet Marketing as “Any use of the Internet that brings or attempts to bring increased traffic to your web site or your e-mail address”. Internet marketing has fundamentally changed within the last couple of years, as the result of the startling maturation of search engine technology. Only a short time ago the only effective way to guarantee visibility on the web was to throw money at the problem – to outbid one’s competitors for the public’s attention.
Internet marketing has been the fastest growing segment in the current market today. Since the dot com crash in 2002 this market has been steadily growing by 20% per year, where no other marketing segment has done this. Internet marketing has become important for enterprises; businesses who knows the amounts of traffic it brings. Internet marketing your enterprise or small business can improve the search engine placement of a web site, getting it a higher ranking and perhaps generating more internet traffic to the site. Internet marketing has several strategies which you have to do in order for you to be successful in this kind of business. Internet marketing may seem to look simple but there are many ways by which you can become successful in internet marketing.
Blog marketing is a widely used Internet marketing technique. Blogging is here to stay and WordPress is the way to do it. In the world of internet marketing, if you’re not blogging, you’re apt to be left behind.
Pay-Per-Click is a game of skill, patience, and testing. You’ll be able to get quality laser-targeted traffic to your site knowing these skills… And you won’t have to pay through the roof to learn them! Pay-per-click internet marketing is the #1 method of website advertising. Proven by the success of Google AdWords and similar search engine PPC programs, this method of internet marketing is definitely tested and true.
Internet Marketing has become a mainstay for all truly innovative business people. For the most part if you are in business without a web presence, you are considered to be behind the times. Internet marketing has proven to be the most effective choice for many companies compared to traditional marketing channels. Internet marketing has had a growing impact on the electoral process . In 2008 candidates for President heavily utilized Internet marketing strategies to reach constituents.
Internet marketing techniques are numerous and the level of difficulty can be quite high if you have no prior background. There will be a learning curve when you first begin. Internet marketing techniques are very different from offline marketing techniques. It is not necessary that if you are an expert salesman, then your success in online marketing is obvious.
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8 Sep
By: Sean R Mize
Internet marketing refers to the process of promoting your websites, products, and services online so you can tap on the global market and increase your sales and revenue in the process. This is being used by billions of business owners from all points of the globe who would like to give their offerings the kind of exposure they need without burning their pockets.
Here’s how you can grow your internet marketing:
1. Get your own website. This is one of the first things that you need to accomplish if you want to make your online presence felt. Start by choosing the best domain name for your website. To make it much easier to find online, make sure that it is highly descriptive and keyword-rich. It must also be short and memorable. Then, ensure that your website is filled with information that are related to your offerings, line of business, and chosen niche. It will help if you can make it easy to navigate and well-designed. This can help you lure more people to do business with you.
2. Think SEO. Search engine optimization is one of the best marketing tools that you must learn to use in order to thrive in the online arena. This is to make sure that your website will be shown prominently on search page results so you can increase your traffic. You will need to use relevant keywords all throughout your web content and you must know how to launch several link building campaigns.
3. List building. The process doesn’t stop the moment you were able to drive interested parties to your website. Remember, most of these people will not make a purchase during their first visit so it is very important that you get their contact information. This is to easily build an ongoing communication with these people so you can follow-up on their desire to buy what you offer. Make use of opt-in forms and squeeze pages or offer your potential clients with amazing freebies in exchange of their registration.
4. Article marketing. This is one of the best, if not the best, free marketing tools in the online arena today. This can help you share your expertise to your potential clients so these people will feel that you are really knowledgeable in your chosen niche. It can also help you build quality inbound links in an instant. As you know, the more links pointing to your website, the higher page ranking you’ll get from major search engines.
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20 Aug
By: Deepak Kamboj
A firm that has products and services to sell know that they need an advertising company. Where do you find such Internet Advertising Companies? There are a number of ways to locate the best advertising company. There are a number of ways to go about advertising online and there are so many of these online Advertising Companies that provide these services for a marketer. The various methods of doing Internet Advertising and the services that a company may provide to you are text ads, banner ads, top sponsor ads, classified ads and of course email marketing. Since email advertising is an effective solution many Online Advertising Companies like to deploy, as it is one of the most popular ways to market online. But how do you do it, and to whom do you send these mails to? Well it is certainly best to write them in a certain format, in other words, your emails must stand out from that of the others.
nternet advertising is an important tool of online marketing that helps bring your website to a wider alley of public viewing. The best source to attain this is by appointing one of the many Internet advertising companies that provide a package of advertising gimmicks for websites.
Do you immediately hand the task of promoting your business to an Advertising Company? Well, before you do that it is very important that you understand what these companies are going to do to your website. You must have a fair knowledge of what are the advertising mediums, how they work and what they do. Various tools are use by an advertising company to promote your website. You must be aware of these tools and how they are beneficial to your website also. You must interact regularly with your advertising company in order to get some tips, suggestions or advice which you feel can be of some use to your website.
18 Aug
By: Naman Jain
The internet has the potential to reach out to a million of users at the same point of time. This is one major reason why Online advertisements have such a high demand these days. Most companies and websites are in an eagerness to market products Online. The internet usability has taken to such a rise these days, that from children to adults everyone has access to the net. This wide user accessibility has inversely increases the targeted market and the scope of internet advertising Online.
There are a number of Online advertising techniques that you can make use of in order to promote and brand your product Online. These advertising methods are unique and restricted only to the internet platform that offer huge advantages over the typical Online advertising techniques.
Amongst the several advantages that Online marketing provides, is the idea of developing an effective and profitable Online advertising campaign that will fit any budget. These campaigns are highly flexible and provide a number of forms of advertising techniques which will cover a wide market reach.
Online advertisements are more effective simply because they are more targeted and catch the niche market. While you are advertising in Google and other search engines your ads will be visible only to those who belong to your market. If you are a strawberry whole seller, your ads will be viewed by only those people who are willing to but strawberries in a huge amount.
Online advertising is better than traditional advertising in the sense that in traditional advertising you are expected to make all the payment before the campaign begins but with Online advertising you have the advantage to pay only once your results have given results.
Advertisements placed Online have two basic benefits, one is traffic generation and lead generation and secondly promotion and branding. Even if people are not visiting your websites, the mere existence of the site ads is doing its marketing bit and advertising for your products too.
16 Aug
By Charlie Cory
The desire of every Internet marketer is to achieve a high position for a chosen keyword in the search engines. This means that when potential customers search on a phrase which you have targeted, they will find your website on the first page of the results returned by any search engine.
But how easy is it to get your site on the first page of the search engine listings?
The simple answer is that it is not simple, nor is it easy. Most search engines use very convoluted mechanisms (algorithms) to decide who is to appear on the top of their listings for any given keyword. One of the most common of these is a linking system, whereby weight is applied to sites that have many links (backlinks) pointing to their web site. You consider this a kind of voting system. There are many other factors that are applied to these algorithms, but for the sake of simplicity, think of it purely in terms of this voting system.
Not only is it time consuming to get votes to your site, the results are not usually apparent anytime soon. You could wait months for your work to bear fruit. That is not to say that you shouldn’t be trying to get links, you should. It is a good medium to long term strategy that will deliver long term results. If you need to see results more quickly though, perhaps you should be thinking about pay per click advertising.
Pay per click advertising does offer some advantages over more conventional advertising techniques. Because you have control over your web site, you have control over who visits it. That is the nature of the Internet and effectively how it operates. Because of this, it is possible to target your ads quite precisely, so that your adverts fit specific searches that people make. Because the ads either form part of the search results themselves, or are discretely located on websites as Adsense ads, they are less ‘in your face’ than some other online marketing methods. Consequently, people who click on them are usually looking for something specific and are in a good frame of mind when they arrive (provided that you advert is on topic of course).
If you approach it correctly, pay per click advertising can be a very cost effective marketing strategy. With proper testing and controls on your spending, you can find good converting ads and then spend more money knowing that these ads will actually bring you a good return. One reason that many people fail at pay per click advertising is through inexperience. They bid too much on ads that haven’t been tested to be working. Using this scenario, you could lose your shirt, so prudence is called for, especially whilst you are learning the ropes.
The other benefit (as alluded to previously) is the almost instant gratification that pay per click advertising brings to you. An ad you write can be shown on the Internet moments after placing it, and it is possible to get tangible results very quickly. And because of the nature of the Internet, you suddenly have access to millions of potential customers.
The other side of the coin of course, is to find ways to increase your organic search presence. Maybe you should be considering doing this at the same time as pay per click, so that you cover all your bases. The biggest thing that you need to do is to increase the number of links to your website, and from as good quality websites as possible. There are always innovative ways being developed to create backlinks to your site, so keep your eyes open for new ways to backlinks to increase your natural search engine position.
14 Aug
By: James Krawder
As the popularity of the internet increased and its penetration increased, advertisers have found online advertising to be a very powerful medium to promote their products and services. You can experience it yourself. Just surf the net and you would be bombarded with advertisements. What is more, both the big multinationals as well as small businessmen are making use of online advertising. Most marketing strategies now also include online advertising.
Online advertising has come of age. There was a time when online advertising used text messages. Now you see the use of Macromedia Flash with animated advertisements. More advanced online advertisements make use of streaming video and audio to attract the surfers akin to commercials you see on TV. These ads can be presented in a number of ways. Pop ups could be used or you can be shown ads when you request for some content. These ads are very common with media source. When your listen to online songs; you would find these ads popping up or being displayed just under the player. Ads might also scroll across the screen.
Now, the advertisement you want and would get depends on the budget you have. The more the money you are willing to spend the better ad you can get designed for yourself. It is one of the reasons why small businessmen find it difficult to compete with big names. They just can’t afford to spend so much money on online marketing. But they can still use their money judiciously to have effective online marketing.