Adrians Review

So you’ve finally got approval to spend a few of the marketing budget on the Internet. If you are asking yourself where and how must i spend the cash – I’ve a primer on the two most popular (and effective) possibilities.

Pay-per-click Search engine marketing

PPC campaigns is definitely an quite effective method to drive targeted visitors to your website. Essentially you’re buying sponsored links about the search results page of numerous search engines like google.

When managing a Pay per click campaign you need to first extensively research the keywords you want to target. Pricing for the buy is dependant on a bidding system, so the more popular your keyword the more you’ll purchase each click. You will need to balance the search volume of your target keywords using the minimum bid cost and your budget. You will also have to consider in which you would like your ad to be placed and just how much you’re prepared to pay to have it there. Generally, the highest bid for a particular keyword has got the best ad spot.

Banner ad campaigns

Purchasing advertising space most commonly occurs using a direct buy using the website or through an advertising network. Ad networks are a great way to achieve reach for your campaign without having to cope with countless different websites. Buying direct tends to be more costly but enables you to become more creative with your campaign execution and can give you access to premium ad inventory.

Finally, you will have to source the appropriate creative, ad copy, and banner sizes for your campaign. Most websites follow Internet Advertising Bureau (IAB) standards, which supports limit the number of ad sizes you need to produce. Carefully plan your buy; production costs will rise dramatically by trying and cover all of the options.

Common Pricing Models

CPM – Cost Per Thousand impressions, the ‘M’ being the Roman numeral for thousand. Most Internet banner advertising is sold in this manner.
CPC – Cost-per-click. You only pay for each click that’s generated because of your ad. CPC ads generally are more expensive, but you’ll know you aren’t paying for impressions that are not generating traffic.
CPA – Cost Per Acquisition. You pay for customers that complete an action you desire (buy something, sign-up, download, etc). This model can be effective in case your campaign includes a very specific and measurable goal.

Manage Your Campaign

Due to the dynamic nature of the Internet you need to measure, monitor, and tweak your campaign in mid-flight. Actually, a well-managed buy can and really should make significant gains in effectiveness during the period of the campaign. Through a procedure for trial and error you are able to tweak the ad copy, bid levels, target keywords, and ad locations to increase the ROI.

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