Our next lesson covers the main elements of online advertising. Advertising is probably the most important promotional tool for large physical businesses. However, with a SEM business, advertising is only a supporting factor. The problem is that most SEM companies lack the scale to be able to effectively reach a large number of prospects and customers. Plus, there aren’t many places on the Web where potential customers flock. Therefore, advertising is largely geared towards PPC.

Really, Online advertising It is Internet advertising. This particular form of advertising is a source of revenue for a growing number of websites and businesses.

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 purchases 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, taking advantage of keyword-based search technology by placing ads in search results.

Let’s take a closer look at the most popular form of online advertising as the traditional banner. The 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 form of advertising widely used on the Internet. This type of online advertising involves embedding an ad on a web page. Aims to drive traffic to a website by linking them to the advertiser’s website.

The ad is typically built from an image (GIF, JPEG, PNG), JavaScript program, or media object using technologies such as Java, Shockwave, or Flash, often using 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 the banner, the viewer is directed to the website advertised in the banner. This event is known as a “target click.” Many banner ads work on a click-retrieve system.

At the base of a click system are the mathematical calculations 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 (delivered impressions) and 1 person clicked on it (logged clicks), 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 very important crucial 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 the banner ad, the advertiser sends the content provider a small amount of money (usually around five to ten cents). This retrieval system is often the way the content provider can pay for Internet access to deliver the content in the first place.

Nine Common Advertising Mistakes to Avoid

Banner advertising expert Rob Frankel advises e-merchants to avoid the following mistakes when creating their banner ads:

1. 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 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 on 66 MHz and 256 colors,” says Frankel. “That means your art shouldn’t be more than eight bits, unless you’re a true minimalist and can’t do it in more than four.”
2. 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.
3. Too many bells and whistles. Just because technology gives 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. Don’t overdo the movement, movement, or message changes. And leave some time to digest what you’re showing.
4. Illiteracy and illegibility. These are the ads that make you crinkle your face and spin your head trying to make any sense out of the illegible scribbles some idiots 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.
5. missing link. The banner of him looks great, but he’s not linked to anything. That is a mistake that anyone should be able to catch and prevent with a simple check.
6. Link errors. Your banner looks great. The link works…directly to a 404 message (meaning the requested web page was not found). Maybe this is not 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 he will be at fault? Keep checking those banner links every few days.
7. 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 smart and compelling message, hire someone who does. Nothing puts off potential prospects 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 a representative of you and contains a hint of your personality and ability. If you look silly to a viewer, guess what they’ll think of you? It is better to be clear than smart.
8. Confused message. Your banner looks nice, but no one understands what the hell you’re talking about. This is the number one mistake DIYers make.
9. Boring banners. A common mistake is that your banner doesn’t force your recipients to respond within a set amount of time. Without a deadline, there is no immediacy to act, which means that they scroll until they forget 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 constrained by high cost and limited physical banner area. Let’s take a 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 biggest players in the industry; they have enough media 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, various 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 a portion of this money to the publisher. 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 advertising choice for any new online business, it has become one of the dominant and widely used marketing tools.

What you should remember:

1. 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”.
2. Banners should be placed on web pages that have interesting content, such as a newspaper article or opinion piece.