Advertising & Other Advertising Methods
While you've Surfed the Net you have no doubt
noticed the large number of banner ads at the top, sides or bottoms of many commercial web
sites. The majority of these banner owners have paid for or established some kind of
synergistic (banner exchange) link for their ad placement.
Two primary categories of banner advertising:
They are: free banner exchanges and paid banner advertising. A site providing
you with a banner can only guarantee that people will see your ad. They cannot
guarantee that anyone will read it or click through to your site. Your chances of getting
click-throughs increase when you develop effective banner advertising that motivates
people to see your site. This can be done by offering information or products of
value if the viewer clicks on your banner, or by making the banner attractive or animated
enough to encourage a person to click on it to find out what it's all about. Among
the 120 million plus people using the web, some are bound to be in the market for your
product or service. The average click through to most web sites is
roughly 2 to 5 percent. Now that's not bad if your banner advertisement is placed on a
high traffic site -- say like Yahoo!, Google or Amazon.com.
Banners on Search Engines and Directories:
Let's begin by examining paid banner advertisements. You can advertise
your site on search engines and directories which allow you to target specific segments of
their large audiences. You can specify that your banner comes up in specific categories,
such as Business, Marketing, Travel, Sports, Broadcasting, Manufacturing, Computers, etc.
Popular search engines like Yahoo! (really a directory) or
Alta Vista can cost you $20 - $50 on a cost per thousand (CPM) to purchase a minimum
number of impressions, usually 100,000. But, you can get special deals through
services which we'll touch on later. That means a banner ad on Yahoo! would
cost you anywhere between $2,000 to $5,000 per month. That's pretty much
comparable to the cost associated with placing an advertisement in a small circulation
When you pay for more impressions you can expect a lower CPM
of $20 to $25, and even less if you make a long-term commitment. You will pay double $40
to $100 plus CPM for highly specific (targeted) categories such as "cruises," or
"television." While certainly more expensive, getting more
targeted audiences to see your ad may well be worth the price you'll pay.
Using High Traffic Web Sites or Specific Audience Web
If you run your banner on a high traffic commercial web site like cable televisions CNN
web site, you will pay $15 - $35 CPM. With CNN, you'll get a broader, but not
targeted audience. If you advertise on sites for specific audiences, you will pay
$35 - $85 CPM. For example if you are a Travel Company you might consider
advertising on www.amazon.com (a successful online book store) on their Travel Books
pages. If your site is about computers with national or regional outlets, it
might be advisable to advertise on PC Week Magazine's online web site at
www.zdnet.com/pcweek (belonging to Ziff-Davis publishing).
Free Link Exchanges:
When you find a site with content related to your site, you can e-mail the webmaster of
the site and politely ask if he would be willing to create a reciprocal link with your
site. This is a slow and ongoing process, but the time spent can prove very worthwhile.
A number of services, where membership is usually free, allow
you to set up link exchanges between your site and others with similar or related content.
You should investigate: www.LinkExchange.com - one of the oldest link exchange
services on the World Wide Web. It also allows members to buy small quantity ads,
like $100 for 1,000 CPM, on Yahoo!. It has a relatively large and growing number of
members and displays over 3 million banners daily.
There's also www.click.trade.com which allows you to reward other sites linking to you,
www.smartclicks.com which offers free targeted banner ads as well as click trades,
www.bannerswap.com a free service that gives you credits for click throughs generated on
your site. That should encourage members to give better placement to the banners so they
will be more effective.
There are also a number of other ways to advertise your site
online. These include:
Custom Sponsored Editorial Content:
Although the lines between content and advertising kind of become a bit hazy, some sites
may permit you to take sponsorship of a web site segment. For example:
might allow an auto repair shop to sponsor a tutorial on tune-ups on
Sponsored Chat Rooms:
A food processing manufacturer might sponsor a chat room on cooking,
Newsletters are targeted at very specific and generally loyal audiences and provide one of
the most inexpensive advertising buys on the web. Rates can be as low as $15 per ad.
If you are new to the web you would be wise to align yourself
with a knowledgeable independent advertising agency who is specializing in internet
advertising. Because even if you find the right spot for your ad you still need the
right message presented in the right way for the audience. The agency will know what
works, what doesn't, how to get the best deals and how to create the most effective ads.
The fee you pay them is likely to be saved many times over.
Regardless of the combination of the methods you choose to
promote your web site, whatever your budget, your site will be lost in space until you
create an effective campaign to bring traffic in your direction. Of course,
traditional offline media are also an effective method for letting people know about your
web site, whether you are targeting locally, regionally, nationally, or even on
internationally. A visit to our Getting Noticed - Parts I &
II pages will give you a lot of information about traditional and other media.
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