Table of Contents
So You Want to Use Your Website to Generate Revenue ……….. 3
Website Advertising Drives Results …… 3
A Closer Look at The Banner Ad ………… 4
Different Web Ads Serve Different Purposes …. 5
How To Create An Effective Banner Ad 6
What To Look For In Sites Where You Want to Advertise ……….. 6
What’s Up Next for Advertising on the Web ….. 7
Selling Ad Space on the Web … 8
A Run-Down of the Types of Web-based Ads …. 8
Buying and Selling Web-based Advertising…….. 9
Banner Ads Vs Other Types of Ads…… 10
The Web All Advertising All the Time 11
The Evolution of Web-based Advertising …….. 11
Different Web Ads Serve Different Purposes .. 12
Website Ads Comes in Different Shapes and Sizes ……. 13
Defining the Objectives of a Banner Ad ……….. 13
Buying Advertising Space on the Web 14
Know Your Options for Web Based Ads ……….. 15
Introducing Television Commercials to the Web ………. 16
A Short History of A Bold Media ……… 16
Website Advertising’s Brief History Includes Rapid Evolutions . 17
How the Web Reinvigorated Advertising……… 18
Website Advertising Continuing to Evolve……. 19
The Future of Website Advertising ….. 19
Sample Content Preview
How To Create An Effective Banner Ad Banner ads are the backbone of the internet ad world. While there are no hard and fast rules about what makes for a more successful banner ad, there are some general guidelines that will help you maximize the investment you are placing in creating and placing these ads. For some people, they will find just the right ad out of the gate, which will drive traffic to their site and help increase revenue. But most of us are not that fortunate. Or good. Even many experienced advertisers run through a trial and error process with the banner ads that they run. One of the great advantages of web advertising is that its effectiveness can be measured quickly and precisely, so it does not take long to determine how effective an ad is. That said, you want to minimize as much as possible inefficient ad spends, so it helps to try and shorten that trial and error process as much as possible. So, there are a few guidelines that can help you get started. First, know that where – on what type of site – you place the ad matters. Probably more than any other factor. You want to make sure that your ad is being seen by as many people as possible who are likely to buy your product. Along the same lines, where on the page your ad appears also matters. Ads that fall below the bottom of the first page are generally less likely to be successful than those that placed in the upper and middle right hand side of the page. Next, make sure the ad itself is asking something of the viewer. It should be as specific as possible and it should be as related to a direct sale as possible. In other words, the banners should point to products and services rather than just your website in general. And in that same vein, when you create the link from the banner ad, make sure that it goes to the particular place on your web site where someone needs to be to buy your product. The link should not go to the home page. Banners are not large, and the messages that go in them should also be very brief. Two or three words is best. And use images that are interesting and relevant to your product or service. People should be intrigued by the image, but not confused.
What To Look For In Sites Where You Want to Advertise When you are first launching into the world of advertising on the web, you will want to make sure you do some front end research in order to get maximum leverage of your advertising dollars. Not all sites are made alike. Not even close. And there are a number of things you can look for in the site to help you determine whether or not it is the right site for you to pour your important marketing dollars into. First of all, make an inventory of the types of websites where you customers are likely to visit. Most products and services are purchased by people from a wide range of walks of life, but there tend also to be shared characteristics among purchasers of different goods and services. The more specific you can match the web site with the interests and activities of your buyers, the more likely you are to ultimately capture their interest with your ad and drive toward a purchase.
Second, avoid the trap of feeling like you have to be everywhere all the big players are. Sometimes, your larger competitors or the bigger companies have good reason for being where they are and that reason may not apply to your business. Second, larger companies have bigger budgets, so they can afford to experiment in different markets and accept a lower rate of return in a secondary market. While it might be alluring to try and run with the big dogs, it’s not always the smartest strategy. Next, compare costs. Different websites have different cost structures. Expect to pay more for sites that generate a lot of traffic and less in those cases where traffic is lighter. Also expect to pay a premium for a site that appeals to a narrow range that is part of an attractive demographic (such as high net worth individuals). These sites can commend higher prices because the buyers that they attract with their content fit a highly desirable category. Don’t forget to look at the ad itself. It should be clear, interesting, placed in the upper part of the screen. Finally, make sure that your own website is in order before you start buying and placing ads. It might be tempting to go out and get the ads going so you can drive traffic, but if you sites is not prepared, you will end up shooting yourself in the foot.
What’s Up Next for Advertising on the Web Click-through rates, which determine the effectiveness of web based ads, have been falling in the past several years, one indication that their effectiveness as a tool for driving sales revenue, has declined. And many have said that the days of banner ads on the web are numbered. On the other hand, there are some in the industry who think the best days of banner ads are still in front of them. Whatever the case, the web as an advertising channel is not going away any time soon. The newer ads, like pop ups are finding both applause and criticism. Some find them nothing but annoyance, because you have to close them in order to view content. On this basis, some people actually boycott companies that advertise in the fashion, as they consider it a rude, ham-fisted intrusion on their right to view content without interruption. There are some new additions to the web ad scene as well, and these also bear watching. One such newcomer is the interstitial ad. These ads load before the web page and automatically disappear before the page finishes loading. They are, thus, considered to be somewhat less intrusive. Typically a banner ad that mirrors the interstitial ad will appear on the page after it is finished loading. In this way, those who use them can insure that the any interest generated by them is not lost to someone who did not react quickly enough to click on them. The arrival of television ads on the web has also been an evolutionary step in the art of web based advertising. These ads very closely replicate ads you would see on television. They are produced around vignettes, and have both audio and video as they run. These spots do not run as long as typical TV ads, but they thus far have been viewed as being very effective by the advertisers who run them. In many respects, we have only just begun to tap the surface of the web’s potential as an ad channel. For as widespread as internet use is around the world, there are still hundreds of millions of people who are not yet connected to the web. And the inventiveness of how ads appear and interact with users is still in the developing phase. As the programming underlying these ads improves and as more people move to the web Selling Ad Space on the Web It is no secret that the web is a great place to advertise. Ads can be more easily directed to target demographics, they are typically cost-effective, and their effectiveness in driving sales behaviors can be readily and fully tracked and measured. So, many advertisers have shifted increasing amounts of their ad budgets to the web. For those who own spaces that would like to sell advertising space, this shift has been welcome. That said, selling ad space does require some forethought and benefits from following some established pathways. Those starting out might wish to join a banner ad network. These networks provide the service of attracting advertisers, and monitoring the success of the ads in addition to helping you find the right placement of ads on your site. While these networks do offer these significant advantages, they do so a price. They typically take a substantial portion of the ad revenue generated by the site. The networks also will be selective in who they work with, so it is good to anticipate this as well. They look for high traffic sites, those with a couple hundred thousand visitors per month or more. There are additional options for those with less traffic, including a CPM program or a click-through program. The trade off is in the expected revenue, which will be lower. However, if your site is not heavily trafficked enough, this might well be the best way to get started. You can also consider selling the space yourself. This is not a bad way to go if your site is heavily trafficked enough to generate interest from advertisers. Advertisers do have the upper hand in this respect; there are fewer advertisers than there are sites for them to place their ads, so the market is competitive. In order to build a case for your site with advertisers, you will need to show them your traffic numbers as well as any information on steps you are taking to keep traffic levels high and growing. You might need to weight the costs of providing ad space at initially lower rates to attract buyers with the idea of building loyalty over time. Attracting some brand name advertisers to your site, even if you have to reduce rates a little to do so, will help to convince other advertisers of the value of your site, so there might be a good justification for flexibility on price.
A Run-Down of the Types of Web-based Ads Not all ads are created alike, whether those ads are appearing in a magazine, newspaper, or on a bulletin board or television. Different types of ads are designed to create different effects, attract different types of responses and elicit different types of behavior. This is no less so the case with ads that appear on the web. The web has undergone a transformation where advertising is concerned and today the state of web-based ads is light years from where it started.
Following is a run-down of different types of ads and their various features. Banner ads are the classic type of web ad. They tend to be static (or include rolling text or images), and they occupy one space on the web pages. The aim of the banner ad is simply to project a message and get the viewer to click on it for more information or the next step of the sales process. Sidebar ads sit along one vertical axis of the page. They are larger – about two times larger – than banner ads, and they have the chief advantage of never leaving the page. As the viewer scrolls down the page, so does the ad. These ads are also more expensive than traditional banner ads. Pop-up ads open in a separate page, typically on top of the content the viewer is trying to see. These ads, which many people find annoying, are meant to be intrusive and to force the viewer to act to either follow the ad’s link or cancel the ad. Floating ads are a little like pop-ups only they are designed to be a little more visually clever. Their images often float out of the copy and then move off the page. These ads can be twice as effective as static ads in getting viewers to click on them. Television ads. These ads look, act and run very much like ads you see on television. They have vignettes, complete with action and audio, and they are providing to be highly effective in promoting the desired viewer behavior. All of these ads can be run separately or in combination. Some advertisers like to run both a television or floating ad and have related static ads running alongside the same page after the animated ads leave the page. It remains to be seen what the next generation of web based ads will look like, but one thing is certain. Advertisers love working with the web as a channel. They have better control over their costs and the effectiveness of the ad, and with new forms of ads coming on line, they increasingly have more creative control as well.
Buying and Selling Web-based Advertising Buying and selling advertising on the web hold some important differences from buying and selling advertising space in other venues. In terms of buying ad space, you can simply contact the owners of the web site where you are interested, and this is a good solution if you there are only a couple of potential sites where you wish to get placements. If you have a big list of sites, this can be a time-consuming method. The costs you can expect will vary based on the amount of traffic the site receives, and will range from about $5 to more than $100 for every 1000 impressions. If your ad plans are more complex and you are spending a lot on the ad campaign, you can think about getting an ad agency to do the work. They will find the right sites, negotiate the best deals and do the placements. You can also join what’s call a banner ad network, which is broker that works with both publishers and advertisers. They perform the function of placing banner ads tracking performance. On the other hand selling ad space can also be done in a number of different ways. First, you can sell the space yourself, which is a good way to consider if your site is busy enough to generate advertiser interest. You might need to weight the costs of providing ad space at initially lower rates to attract buyers with the idea of building loyalty over time if your site is not heavily trafficked. Those just starting out in the world of ad selling want to consider a banner ad network. These networks attract advertisers, and monitor the success of the ads in addition to helping you find the right placement of ads on your site. While these networks do offer these significant advantages, they do so at a price, which is typically pretty high. They are also selective; they want to work with sites that are highly trafficked. Generally, the larger networks look for sites with couple hundred thousand visitors per month or more. There are additional options for those with less heavily trafficked sites, including either a CPM program or a click-through program. The trade off is in the expected revenue, which will be lower. However, if your site is not heavily trafficked enough, this might well be the best way to get started.
Banner Ads Vs Other Types of Ads When you are first trying to get your arms around web advertising, the range of options and the implications of your choices can be difficult to sort through. One of the key questions you will have to ask from the start is what type of ad you want to place. There is nothing to say that you have to limit your choice to one type or another, because many are often used in concert with others. But it is a good idea to know be able to make a determination about what kind of effect you expect to get as compared to the amount of money you will be spending on the ad. Banner ads are the classic type of web based ad. They come in a variety of sizes and shapes, and are designed primarily to drive direct response sales success. Not particularly well suited for branding messages, rather banner ads are good for getting the attention of a potential buyer and incenting them to click and be brought to your site. Once on your site, you have near unlimited space to get their interest and help drive them further down the sales path. With these ads, remember to keep the message simple, the image relevant and the link on the banner directed to the place on your site where buyers need to be (not the home page). And keep the ads specific. Skyscraper ads run vertically up and down one side of the page and are preferable to banners in that they never leave the site of the pager viewer, because as the viewer scrolls down, so does the ad. Beyond that, these ads work in very similar ways to banner ads. Pop up ad are also effective for getting the attention of viewers, and not always the best kind of attention. Pop ups are designed to intrude on the copy and require viewers to take an action to remove them (or follow them). They are similar to “fly over” ads which appear after the page is loaded and then fly over the page after they have sent their message. These last two types of ads are a little more effective at driving people who seller websites. Finally, some companies use a combination of these types of ads, in particular when they have adopted a “take over” strategy, in which they inundate a site with their ads to exclusion of other ads.
The Web All Advertising All the Time For those who have been dismayed by the trend toward greater infiltration of the web by advertising, the future is not looking any brighter. In fact, the trend is toward ever increasing, some would say ever intrusive, forms and placements of ads on the web. Pop-up ads and floating ads and the newest twist: television ads have all been making their way in greater numbers to web pages everywhere. And there are evolving ad strategies that are contributing to the trend toward greater pervasiveness of web ads. Some companies have begun producing what they call “takeover” campaigns, which are designed to take over a web site and cover it with their advertising messages. One other approach is similar. It is a multiple web ad approach that blankets a page or a portion of a site with different types of ads. The advertiser might, under this approach, buy multiple banner and sidebars ads, two or three pop up ads and a floating ad. (A cornucopia of intrusion in the minds of some). All of these ads would be supplanted by a television ad. Television ads, for those new to the term, run and act just like regular television ads. The feature vignettes, motion and audio. But they have the added advantage of allowing viewers to click on the ad to learn more or make a purchase. Companies that have traditionally funneled significant portions of their ad revenues to television are moving in increasing numbers to the web because of this added advantage. It is not possible to get a television viewer to push the dial on the remote to get more information (at least this technology is not currently widely available), so the web’s ability to facilitate further conversation with a potential buyer is a tremendous advantage in the minds of advertisers. Perhaps the good news in all of this is that there are limits to how much advertising can go on a web page, both physical in terms of the page dimensions and psychological in terms of the viewers ability to tolerate and absorb the messages. At some point, where there are too many messages, people will just tune them out and not be able to absorb them. Where that point lies is a matter for debate between social scientists, advertisers and the web sites that gain their revenue through advertising dollars. Stay tuned for more.Other Details
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Yes can be sold
Yes can sell resale rights or master resell rights
You can add the product into your product bundle or package and sell for a higher price
Yes can be added to a paid membership site
You CAN give the product away for FREE
You CANNOT offer the product as a bonus to another product you are selling. However, you can offer other bonuses to this product when selling
You CANNOT sell the product on auction sites such as eBay.com
You CANNOT use nor sell this product in a dime sale event, under any circumstances at all. An event that constitutes a dime sale is one whereby the product starts selling at a very low price and increases every dime after a certain time frame or with every purchase using the dime sale script