A Quick Guide To Paid Online Advertising
Paid advertising for small business marketing used to be simple.
Pay for an entry in Yellow Pages, have some leaflets printed and delivered and, hey presto, your advertising was done.
Now it’s not so simple.
The same powerful advertising tools that are available to big businesses are now available to small businesses. Cost-effectively as well. You’ve just got to know about them and how to use them.
Pay Per Click Advertising
Perhaps the best-known type of online advertising is ‘Pay-Per-Click’ or ‘PPC’. An advertiser will pay the ad publisher when a user clicks on the ad.
In many cases, the advertisers bid on keyword phrases. The advertisers offering the best bids will usually have their ads displayed.This is the type of model used by Googles Adwords, Bing Ads and Facebook Ads.
For the most popular keyword phrases, the cost per click can be very high. For example, for the keyword phrase “auto insurance price quotes”, the top cost per click (CPC) in Google Adwords was $54.91 according to Wordstream http://www.wordstream.com/articles/most-expensive-keywords
Online Display Advertising
Display advertising in its simplest form is ask a website owner if you can run your ad on their site in return for payment. Many websites today still accept advertising. Look for a link at the bottom of a website for ‘Advertising’ or similar.
But as the internet grew, it became more difficult to match advertisers with website owners with advertising soace ( we’ll call them ‘publishers’). This problem resulted in the formation of Ad Networks.
AdNetworks act as brokers between advertisers and publishers. They bought unsold ad space from many publishers and packaged it for advertisers.
Bidding for ad space provided by publishers is a development that many ad networks have adopted from the PPC model.
If you’ve ever heard the phrase, ‘media buying’, this is display advertising on an enterprise level.
Here’s a useful guide to online display advertising: http://www.iabuk.net/disciplines/display-advertising/guide
Press releases from paid press release sites such as prweb.com are submitted to the search engines and major news sites, like Google News, bloggers and journalists. They are a great way to get news about your business around the internet and drive traffic back to your website.
As your press release will also have a hyperlink back to your website, it can have important search engine optimisation benefits. The search engines take into account backlinks to your website in their ranking algorithms.
If your press release has been distributed all over the internet, it’s likely that there will be links to your website from a wide variety of other websites. Hopefully, your website should rank higher in the search engines’ results.
There are variations on these models which we’ll explore in future articles.
But if there’s one thing of which can be sure: the technology behind online paid advertising is always changing.