We all are well acquainted with the fact that online advertising can be overpowering sometimes but this is not the case always. With our quick beginner’s guide for online advertising, you can learn a lot about the strategies that need to be followed when drawing customers to your website.
Let’s get started!
Time For Basics
Pay Per Click (PPC) – This internet advertising model is used to direct traffic to the website based upon the condition that the advertiser pays each time a user clicks on the ad.
Cost Per Click (CPC) – This term is associated with the cost set by advertiser for each click. It is this cost that advertiser pays for each click generated through PPC campaign.
Cost Per Action (CPA) – This is the cost per click that the advertisers pay when the leads generated through ads have converted.
Cost Per Thousand (CPM) – This is the cost charged for 1,000 ad impressions, this does not include the clicks.
Click Through Rate (CTR) – This is used to compare thenumber of people who viewed your ads to number of people who clicked them.
Conversion Rate – This parameters lets the advertisers compare the total number of visitors to the overall goal of ad campaign. The total visitors include customers who made purchase, new subscribers and new users.
Contextual Advertising – This strategylets theadvertisers display their ads over other websites that displays related content.
Return on Investment (ROI) – This model lets the advertisers evaluate the performance of an ad by measuring the profit made through campaign. It is deduced by dividing profit to cost.
Social Media Advertising
Social media channels have been helping businesses greatlMary advertising their products or services. We will be here talking about two major channels – Facebook and Twitter. Once you create a grip over them, you can start focusing over other channels as well.
Facebook Ads – You must have noticed the ads that are displayed over the sidebar of your Facebook account, these are ads that are used for promoting services and products. At present, the number of active Facebook advertisers has reached millions in count.
As an advertiser, you will have to promote a post over the page or profile of the business. You can choose the audience you want to target based upon the attributes such as age, gender, location, interests etc. You get to set the budget for the ad, which is decided based upon the availability of ad i.e. daily or lifetime. If you know that your ad is going to generate sales when it is published on a specific date, then you can make your ad run on a specific set of dates.
Twitter Ads – Just as Facebook, even Twitter displays ads over the sidebar. The advertisers can promote their ads based upon the attributes such as profiles, tweets and hash tags. You can set the budget for campaign and once the budget is met, the ad will stop running.
In simple words, Remarketing helps in converting window shoppers in to buyers. This is a cookie-based technology, using whish the businesses can follow the audience that earlier visited the site but did not convert. In most cases, it has been noticed that only 2% of the audience prefers to shop during first visit. Rest 98% buyers shop when retargeted.
The process is simple, a code is placed over the advertiser’s website and when some user visits the site, the code leaves behind a browser cookie that tracks the activity of user over internet. The cookie then lets the retargeting provider display the ad again.
Real Time Bidding (RTB)
RTB is the means through which, businesses can buy and sell online ad impressions through real time auction that takes place before a website loads. The winning bid gets to display the ad once the website loads. This way the advertisers get to avail highest possible payment for the ad views.
What makes this strategy a hit for advertisers and publishers is the fact that it provides a solid hold over the campaign and offers narrow targeting. With minimal spending, the advertiser can maximize the earnings.\