An ad by any other name: Online Advertising

Interstitials, Floating Ads, Banners, Pop-ups, Paid Search, Contextual Ads – by any other name, they’re all just plain old Online Advertising.  Online advertising is another method of generating traffic to a website, and it involves placing ads on the internet and in other forms of electronic or digital media, including things like email and mobile messaging.

Online Advertising is a key component of an internet marketing strategy, and it provides businesses with another opportunity to place their company and product in front of potential consumers who are actively searching for specific goods and services.  Online advertising is cost effective – in most cases, it’s less expensive than traditional forms of advertising.  It’s also fast:  a company can begin an online ad campaign nearly as soon as the idea strikes.  It provides real-time tracking and allows companies to target specific consumers at specific times.  It allows for in-depth reporting and immediate customization of ad campaigns so that companies can respond to statistics and make changes according to the results of their campaigns.

When it comes to cost, a company can select from multiple options depending on its budget and the type of online advertising it wants to pursue.  Common purchasing options for online ads include, but are not limited to:

  • Cost Per Mille (CPM) also called Cost Per Thousand (CPT):
    The advertiser pays a set price per every thousand impressions, which is the number of times an ad is loaded in a web page to a specific target audience.
  • Cost Per Click (CPC), also called Pay per click (PPC):
    The advertiser pays each time a user clicks on their ad and is sent to the advertiser’s website.
  • Cost per Action (CPA):
    The advertiser pays based on the number of users who interact in a specific way with the company’s ad.  The action may include completing a form, making a purchase, starting a subscription or even signing-up for membership on the advertiser’s site.  This type of advertising is also called Cost Per Lead or Cost Per Acquisition advertising.

Starting out in online advertising is a fast and relatively easy means for generating more business.  Online advertising does require a time investment for managing and maintaining ad efforts, but in the end, the opportunities to increase your site traffic and your business far outweigh any of the work and maintenance involved in running successful online advertising campaigns.

Over the next several months, we’ll take a more in-depth look at some of the many different dimensions of online advertising.  While you’re considering how you’ll take the plunge into this online world, take a few minutes to read Flatland: A Romance of Many Dimensions by Edwin A. Abbot.  It’s a short book and a quick read that’s sure to get you thinking beyond this dimension and into the realms of new possibilities.

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