Online Advertising Trends


As a classified print advertising sales person, I know personally how intimidating online advertising can be. I remember when the online advertising trend for publications started and how very uncomfortable I was with this new product.

In the beginning I was at a lost not only on how to sell this product but how to explain it to my clients.

In order to get a better understanding of this new medium I started reading everything I could about online marketing. I started with industry newsletters, researched different websites and even placed a few online ads so I could get comfortable with the process.

As I began to get a better understanding of online advertising and it's components I also saw how it could benefit my clients. To my amazement, however, I found that a lot of my clients and others are still not yet ready or interested in online marketing.

I had with a conversation with a potential client recently about his local online marketing. He basically said, "I'm not very familiar with online advertising. I tried it once and it didn't work. I just don't have the time to wrap my head around it." Wow, how unfortunate, since that's where his clients are now.

The longer you wait the more customers you are losing. Already over 63% of all searches are done online from surfers looking for local services. Your customers are not waiting for you to come online, they are going to the company that is already online.

If you don't know where to begin when it comes to online advertising, this site is for you. Learn at your own pace. Come back and look around periodically. Any questions, please feel free to drop me a line or two.

I promise not to spam you, I'll just answer your questions. I don't like spam either!


With So Many Choices

Where Do You Start?

Online advertising is so intimidating because there are so many choices. If you are not in the industry and not familiar with online advertising it is hard to know where to start.

From your community newspaper's website, Yahoo online advertising to the advertising networks like Backpage.com and Google’s Adwords there are new online trends and products evolving every day.

As an online advertising consultant, I can help you navigate this huge, vast field. Just drop us an email and let us know what you are currently doing with your advertising and what you would like to do.

If however you want to do it yourself, which I highly recommend you do, one of the first things you need to understand is the online lingo and terminology..


General Glossary

Ad Networks - Are made up of many small web sites as well as from the less visited pages of larger sites. Network ads can reach audiences comparable in size to those at the larger web sites at a fraction of the cost. i.e., Backpage.com; Oodle.com; and Ablewise.com

Banner Ads - 468 x 60 pixels. Banner ads can appear at the top or the bottom of the page. Great for branding and generating traffic.

Cost-Per-Point (CPP) is a ratio based on how much it costs to buy 1 rating point, or one percent of the population in the area being evaluated. CPP is calculated by using the following formula: Cost of advertising schedule purchased CPP = Gross Rating Points (GRPs or "grips").

CPM - Cost-Per-Thousand (CPM) - is a ratio based on how much it costs to reach a thousand people. CPM is calculated by using the following formula: Cost of advertising schedule purchased CPM = Gross Impressions ÷ 1,000.

Leaderboards - 728 x 90 pixels, long, large ads that usually appear at the top of the page.

Newsletters - Some publications have newsletters that emailed to their "opt-in" subscribers. The cost varies depending on the number of subscribers and ad size. If the newsletter targets a relevant audience, you should definitely have an ad on it. Newsletters have a limited amount of ads, which mean less competition. To know which newsletters are being offered you should sign up for them on your local newspaper’s website.

Paid Listings - Inclusion in online directories is a great way to generate traffic especially if you can post in directories with relevant content. The cost of paid listings can be very low.

PPC - Pay Per Click advertising. There is a charge every time a visitor clicks on the link. This can be a very effective way to advertise when used with the proper keywords. It can also be very expensive if not managed carefully.

ROS - Run of Site. Most websites have different pages / categories. You can place your ad so it can run throughout all sites available or you can choose a specific page / category. ROS is usually less expensive and the best way to go if you want the maximum number of web impressions in a minimum amount of time. ROS is great for branding and usually gives you good click thru results.

Skyscrapers - 160 x 600 pixels. Tall, vertical ads that usually appear on the right side of the page.

Text Ads - A text ad has a short amount of text and can have a link to your site. The cost varies on text ads - it can be Cost per Click (CPC); Cost per Thousand displays (CPM); Cost per Lead (CPL)


As an online advertising consultant, I can help you navigate this huge, vast field. Just drop us an email and let us know what you are currently doing with your advertising and what you would like to do.

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