Browsing "internet advertising"
If you set yourself up properly, when users click through an ad for your product or company on another site, they end up on your main page. This is your chance to grab their attention and keep their attention. You’ll find plenty of tips for building, testing, and improving your site, but it all boils down to one word: focus.
Hard selling belongs on your main page, but it’s a special kind of hard sell. You must take your visitors by the hand and guide them to what you want them to do. In the days before the web, consumers simply read and/or watched ads, which marketers could at least imagine led smoothly and directly to a sale. But it’s quite rare for a person to go online, type a URL into a browser, visit that single site, accomplish a task, and leave the web completely.
This is what you’re up against when you create your main page. Your main page needs to grab your visitors’ attention, hold onto that attention while giving them what they want and expect, and persuade them to do what you want them to do: buy the product, sign up for the newsletter, what have you. In marketing, this is sometimes referred to as the three C’s: capture their attention, communicate the value of your offering, and close the deal.
A main page is actually a “second impression.” The first impression is the ad through which the visitor clicked to arrive at the main page. Since they left one page to go to another, it behooves you to make sure they know they arrived at the right place. Tell your visitors that the main page is relevant to what they clicked through. Use the same colors and logos if you can. Use the same title as you used for the original ad. If you made a particular offer in the ad, it should be clearly visible on your page. Some main pages that visitors arrive at through sponsored links on search engines even include search text: “You searched for Gibson guitar,” for example.
Once your visitors know they’re in the right place, it’s your job to keep them focused. Most people have a shorter attention span for online activities than they do for offline things. That’s even true for something as simple as reading. No matter how good your monitor is, it’s still much more enjoyable to read a book or magazine offline than it is to read online. This makes users restless; they’ll fidget, and fidgeting can mean they click away from your site if they’re bored.
Google shares are set to reach $900, boosted by Credit Suisse, which has raised its target price from $800 to $900 due to anticipated growth over the coming five years in online advertising.
Google’s shares rose by more than five per cent on the news, eventually settling at three per cent higher ($645) on the Nasdaq.
Should the search engine’s takeover of internet advertising firm DoubleClick be finalised, Google will be able to consolidate its already strong grip on the online advertising market. Advertising on web-enabled mobile phones is set to further boost the company’s cofers.
Credit Suisse analyst Heath Terry told Reuters: “We believe that search is a natural monopoly business and expect that over time Google will continue to gain share until they have effectively reached 100 per cent.”
He believes that Google’s search business can grow at the astonishing rate of 38 per cent a year over the next five years.
Search marketing is an effective way for website owners to boost their online presence.
A new poll from market research firm Harris Interactive shows that computer usage in the US has increased more than any other kind of leisure time activity.
This means that there are more Americans online, more often, spending money and presenting a fantastic opportunity for internet marketers.
Computer activities are now the fourth most popular thing to do, after reading, watching TV, and spending time with the family.
The proportion of time spent on the computer is nine per cent, compared to 29 per cent reading, 18 per cent watching TV, and 14 per cent with the family. Other popular activities include going to the movies, fishing, gardening, and walking.
However, it is computer activities that have enjoyed by far the greatest increase since 1995, growing from two to seven per cent. Meanwhile, TV watching has declined from 25 per cent to 18 per cent over the same period.
At the same time, more money is being spent on internet advertising, as companies shift their advertising budgets from TV and other media such as newspapers to the web.
A clear example of this is the fact that Google’s advertising revenues have now overtaken those of ITV1.
Email has been a stalwart advertising method since the dawn of the internet, but a new study suggests its time could be waning.
According to data released by the US Direct Marketing Association, there are still good returns on investment provided by email marketing, but these are falling.
The figures show that by the end of 2007, some £244 million will have been spent by internet marketers on email – driving sales of £11.2 billion.
That equates to around £36 for every £1 spent, which while still impressive reflects a drop from £38 for each £1 in 2006 and £42 in 2005.
Predictions from the DMA suggest that this trend will continue next year, with a spend of £288 million pushing nearly £13 billion – equal to around £34 for every £1 spent.
Despite this decline in returns from email marketing, the US DMA said it could stand up against most other Web Marketing channels as the average non-email online return on investment was found to be £15.30 for every pound spent in 2007.
Internet Advertising spend is set to climb by 85 per cent over the 2006 to 2009 period, ClickZ reports.
According to ZenithOptimedia figures, online video and local search will be the primary drivers for this growth. Until 2009, the company expects an annual growth rate in internet advertising of 23 per cent.
Jonathan Barnard, ZenithOptimedia’s head of publications, said that it was impossible to predict what may happen in the online sector.
“At this stage nobody really knows what the successful model of the future will be,” said Barnard. “There is a lot of experimenting.”
However, he did point out that there is a definite trend for advertisers to shift dollars from newspapers to the online channel.
“Newspapers are losing directly to the internet, either to other classifieds, search, or auction sites,” he said. “Their websites tend to be quite large and get advertising, but unfortunately they are not making enough to offset offline.”
As well as this, he noted that advertisers who only have a small market in which they sell can also benefit from online advertising.
This clearly shows that smaller businesses would be fools not to get into online advertising, and link building can help them do that.
What is DayParting?
In broadcasting, dayparting is the practice of dividing the day into several parts, during each of which a different type of radio programming or television programming apropos for that time is aired. Programs are most often geared toward a particular demographic, and what the target audience typically engages in at that time.
For example, rush hours are often particular dayparts for radio stations. Traffic reports are usually given at these times, and rarely at others. On TV, mornings are often filled with children’s programming (especially on weekends), while late-nights are attractive mostly to young adults.
How does this relate to the web?
As you may be aware, Pay-Per-Click is the most cost-effective form of advertising available at the moment. The concept is to show ads which advertise your product or service, and you only pay when someone clicks your ad which takes them to your website.
What most advertisers do is they set up a PPC campaign, and then let it run ad-infinitum, simply paying their Google invoice every month.
The savvy advertiser may notice certain trends though. What days are most purchases happening? What time of day are most conversions taking place? These are very important metrics to understand when it comes to PPC advertising.
Applying dayparting to PPC advertising is simple: If you know that your product sells best during specific hours of specific days of the week, why then would you pay for clicks 24/7?
Just turn off your campaign in off-hours, and you’ll save a bundle, which you may be able to contribute to boosting your campaign during peak-hours.
Of course you can do this manually every day, or you can focus your energy on other money making ideas and automate your DayParting.
Call Fresh Traffic Solutions to stop wasting money today