How Web Ads Work .....
- Information to help you understand How Advertising Works on the
- Banner Ads -
- Small, usually rectangular graphics that appear on most consumer
Web sites. Like roadside billboards, the messages are usually
static and appear at the top of a Web page. Through the use
of new technologies, banners are becoming more animated and
interactive. A Visa ad, for instance, allowed users to search
Button Ads -
- These are small, squarish ads that are usually at the bottom
of a Web page and contain only a corporate name or brand. Clicking
on the button takes the online viewer directly to the corporate
Web site. Example: the Netscape button on most Web pages. Click
on it, and users are instantly taken to the Netscape Web site
to download Navigator browser software.
Buzz Words -
- Click Through * Cookies * Cost per click (CPC) * Cost per
Lead / Sale * Cost per Thousand (CPM) * Impressions.
Click Through -
- How often a viewer will respond to an Ad by clicking on
it. Also known as the Click Rate.
- Information from a site that gets stored on a viewer's
Web browser to help identify that particular person -- or
at least that particular browser -- the next time it visits.
Cookies can help determine traffic to Web sites by keeping
track of how often a particular surfer returns -- info that
advertisers covet. NOTE: The user can eliminate Cookies
(1) Go to Options - Network Preferences - Protocols. Enable
Show and Alert Before Accepting a Cookie and Submitting
a Form by Email. To remove existing Cookies from your browser
go to Start - Find - Type in Cookies - Go to the Folders
and Files and Delete.
Cost Per Action (CPA) -
- When the action desired by the advertiser, such as asking
for a catalog, getting a free sample, filling out an order
form, or signing up for a credit card, is completed, the
advertiser pays for the number of actions generated.
Cost Per Click (CPC) -
- The Ad rate charged only if the surfer responds to a displayed
Cost Per Inquiry (PI) -
- This is an off-line term for pay-for-Performance when
the advertiser pays only for the leads, sales or inquiries
generated through the media.
Cost Per Lead / Sale -
- The rate charged to advertisers only if the viewer responds
with personal info such as E-mail address or hobbies, etc.
The info must provide either a sales lead or product sale
to obtain the fee.
Cost Per Thousand (CPM) -
- The Ad rate Web sites charge for displaying a particular
Ad one thousand times, or "impressions".
- A combo deal, in which the advertiser pays a minimal
CPM and supplements it with a bonus per action.
- The total number of times an Ad is displayed on a Web
page. Impressions are not the same as "hits", which count
the number of times each page or element in a page is retrieved.
Since a single complicated page on a Web site could consists
of five or more individual elements, including graphics
and text, one viewer calling up that page would register
multiple hits, but just a single impression.
Interstitial's, or In-Your-Face Ads -
- Akin to TV Ads, these use video and sound. When users
click on the "nutrition" site at Phys.com, a health site
produced by Conde' Nast, a separate window pops up to display
an animated Ad for Procter & Gamble's Sunny Delight drink.
These Ads are controversial, however, because they can be
intrusive -- sometimes appearing before the Web page that
was called up.
Keyword Ads -
- Featured primarily on Web search-engine sites, such as
Yahoo. Advertisers can link a specific Ad to text or subject
matter that an information seeker may enter. Miller Brewing,
for example, bought the word "Beer" on Yahoo, so that every
time someone conducts a search using that term, an ad for
"Miller Genuine Draft Beer" pops up.
How does your Web Site Rank? -
- Your site and the Search Engines. You should be concerned about
how your site "ranks" in the search engines ...but remember, Search
Engines are only one means of getting your "site" known. If anything,
it may not really count much, so do not be that concerned. You must
Advertise your site, both in-house and using normal advertising media
i.e. business cards, stationary, invoices, posters, print, flyers,
radio etc. Make sure that all your employee's know and understand
what the Internet is and your Internet Address or URL. You need to
get your Site out to your customers and/or the public, the same as
your telephone number or fax number. It is just another method of
- Consumers and business people are changing how they research
and evaluate purchases. Search Engine Advertising must be an
important part of an integrated marketing plan. A search campaign
that maximizes profit and capitalizes on every opportunity
will often require very different strategies and tactics across
Google, Overture, MSN, the shopping engines and local search
- Web-savvy companies know that Search Engine Optimization
(SEO) is the most cost-effective marketing vehicle for driving
qualified traffic to their web sites.
- Optimize Your Enterprise.
- The Online Tool and Cyberguide for Search Engine Promotion. Check
the Search Engine Ranking of your Web site.
- Discover your site's full revenue potential. Google AdSense
is a fast and easy way for website publishers of all sizes to display
relevant, unobtrusive Google ads on their
website's content pages and earn money.
- Google AdWords ads connect you with new customers at the precise
moment when they're looking for your products or services. The
Google Network reaches more than 80% of Internet users.With Google
AdWords you create your own ads, choose keywords to help us match
your ads to your audience and pay only when someone
clicks on them.
Sponsorships, or Co-Branded Ads -
- These attempt to integrate companies brands and products with
the editorial content on targeted Web sites. The goal is to get
users to strongly identify the advertiser with the mission of
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