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Figuring Online Ad Buys

By: Josh Ewin at MrEwin

Submitted on Sun, Aug 19th, 2007 12:00 am

Online Advertising sales saw another year of solid growth in 2005, and for good reason: it works.

Why buy contextual online advertising?
As with all advertising, your dollars need to be focused on a clearly defined and targeted market. The world of Internet advertising is getting to this point now, where marketers are starting to wake up and understand that a subtle text message, within the right context, can provide better ROI than a banner that blinks enough to set off a seizure.

What this means is that both the traffic (or distribution) of the website you are advertising on and the site itself need to be considered. Say for example, your product is women’s apparel. Simple logic dictates that your money is better spent adverising on a site like the female targeted oxygen.com than on something unrelated such as ESPN.com.

Finding Ad Spots: Understanding your market, existing clients and product mix is a great start at creating a laser-precise ad campaign. While you need to understand the habits of your own clients, most people begin their search on search engines, such as Google and Yahoo. That being the case, a great place to find advertising venues is to do a search for keywords based on your product mix. You’ll no doubt find competitors in the search results, but there may also be other on-topic websites that might just be willing to rent you a piece of real estate on their (hopefully) highly-trafficked websites.

Analyzing for Success: Perhaps the best aspect of online advertsing is the information that is available for analysis. At a minimum, your marketing department should be viewing traffic statistics to your website on a monthly basis. While a detailed analysis used to be out of budget for small and even mid-sized companies, new tools like Google Analytics are making detailed analysis of ad performance and other metrics both easy and cost effective.

About the Author

Josh Ewin
MrEwin
MrEwin.com is an E-Business Analysis blog containing up to the minute articles, reviews and interviews with industry leaders regarding the current state and future direction of e-commerce.

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