Ad Management
Ad Management: Online advertising is a great way to kick-start an SEO campaign by garnering immediate results while waiting for organic SEO to take shape. Unlike traditional offline advertising, online ads allow the business to target its audience—by geography, gender, interests, even search history, depending on which advertiser is used. And while it can get pricey if not managed well, online ads are far and away a less expensive alternative, especially for growing businesses with a very specific niche.
The History of Online Advertising
Online ads have been around nearly as long as the Internet as we know it today. The first banner ad appeared in 1993 and by 1994 Hotwired, the first commercial online magazine, was born. Hotwired sold ad spaces on its website in an effort to generate revenue and AT&T holds the coveted role of having the first banner ad displayed.
Why Advertise Online
Advertising online has become the new go-to marketing tool for business leaders today. In fact, a 2012 Nielsen study found that consumer package goods brands see a 1:3 return on investment on online ad dollars. And that could increase as Internet use continues to grow; today more than 2.92 million people worldwide use the Internet regularly, up from 394 million in 2000. If you’re not marketing online, there’s a big gap in your marketing plan—especially if you want to grow your business.
Driving Traffic Through Advertising
A paid advertising campaign can help drive traffic to your website, regardless of whether search engine algorithms change. Once developed and implemented, an online ad will appear at the top of the search results for your targeted audience
The History of Online Advertising
Online ads have been around nearly as long as the Internet as we know it today. The first banner ad appeared in 1993 and by 1994 Hotwired, the first commercial online magazine, was born. Hotwired sold ad spaces on its website in an effort to generate revenue and AT&T holds the coveted role of having the first banner ad displayed.
Why Advertise Online
Advertising online has become the new go-to marketing tool for business leaders today. In fact, a 2012 Nielsen study found that consumer package goods brands see a 1:3 return on investment on online ad dollars. And that could increase as Internet use continues to grow; today more than 2.92 million people worldwide use the Internet regularly, up from 394 million in 2000. If you’re not marketing online, there’s a big gap in your marketing plan—especially if you want to grow your business.
Driving Traffic Through Advertising
A paid advertising campaign can help drive traffic to your website, regardless of whether search engine algorithms change. Once developed and implemented, an online ad will appear at the top of the search results for your targeted audience.
The Role of Cost Per Acquisition
Cost per acquisition is arguably the most important metric of an online advertising campaign. Sure, it’s important to know how much each click on your ad costs or how often viewers click through to your website or offering. But to determine your actual return on investment, you need to know how much you spent versus how much revenue you generated as a result of your
Share of Voice
How big of a “voice” do you want online? Your share of voice is the amount of available ad space you purchase. So if you buy all the available ad space impressions for a particular space or site (which is not very common), you have 100 percent share of voice. Share of voice is an important consideration when pricing out advertising. You want to keep costs in check, but you don’t want a competitor to take up similar ad space. SOV is part of any quality advertising and marketing proposal.
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