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Online advertising is an extremely cost effective way of generating highly qualified sales leads and targeted visitors to your website. One of the main benefits that online advertising has over more traditional forms of advertising is that the results are measurable, as you are able to track the responses to your advert all the way through to customer engagement or sale. This makes PPC Pay Per Click advertising online an attractive option for marketers as they are able to measure the return on investment and assess what advertising campaigns are driving high quality sales leads.

Banner ads are a successful way of building your brand online and have been raising product awareness for around 15 years. This is achieved by embedding attractive banners into highly relevant and targeted web pages to entice users to click through to your website. Banners come in all shapes and sizes, although the most common formats are Rectangular & pop ups, Banner and button, and Skyscraper ads.

The key for a successful banner advertising campaign is in the initial targeting and planning, and in making sure that the sites you are intending to advertise on are the best match for your target market.

Time should be invested for comprehensive research using industry tools such as Google’s Ad Planner, to identify relevant placements that are likely to attract your target audience, which will improve your chances of a successful banner advertising campaign.

Contextual ads are an effective way of reaching your target audience by displaying online advertisements on highly targeted and relevant websites that offer products and services that compliment your business and your target market. Contextual advertisements usually take the form of either image or text ads and can run along side your PPC campaigns to reach potential customers that may be inaccessible through your search campaigns.

Similarly to banner advertising, selecting the right partner sites that fit in with your business and your target market is crucial and resources should be set aside to find the right sites that offer rich content that would interest your target market.

We create and manage a large number of online advertising campaigns for our clients across a wide range of advertising models and products, although the most common ways to purchase internet advertising space are on a cost per click, CPM and CPA basis.

Cost per click is the advertising model that Google Adwords, Yahoo Search Marketing and Microsoft Adcentre use  for their pay per click programs and has proved extremely popular and successful with advertisers. Under the CPC model you do not pay for a visitor until they have read your marketing message and clicked on your ad to arrive at your website.

CPA advertising is a performance based model, which is closely associated to affiliate marketing and was introduced to the Google Adwords system in March 2007. Cost per acquisition campaigns allow advertisers to define specific actions (sales, sign ups, contact forms) and how much they are willing to pay for that action. From an advertisers point of view a CPA campaign is low risk strategy as you only pay for the sales enquiries you receive irrespective of the clicks or the number of times your ad has been loaded.

CPM (cost per impressions or cost per views) advertising is usually associated with banner advertising. CPM advertising differs from the CPC model as you are charged for every time your advertisement is loaded on a web page. The most common CPM structure is a fixed cost per 1000 impressions.

 

CRO conversion rate optimisation

Gaining visibility and generating traffic to your site is part one of the strategy. But when visits hit your site, you want to improve performance and enable users to effectively purchase your products or sign up to your services.



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