Online Advertising

Search Engine Results Page

Banners and Pop-Up Advertisements


Banners are advertisements which are generally found at the top of homepages. This is more appealing and will attract more customers if their company is at the top. Banners can be on either, a general site which has no relevance to the subject of the advertisement whatsoever; or a niche advertisement where the advert has something in common with the meaning of the site.  A banner can be static or interactive. A static advertisement means that you can’t click on it; you’re just simply drawn to the idea of their product. However, an interactive advert means that you can click on it and it’ll direct you straight to their site. When a user clicks on a banner, it instantly sends a cookie to their site which means you’re a general customer of their company. A company can decide whether they want their product to be advertised to a total exposure or a select audience. Search engines are generally a common option as they have a total exposure and a larger audience.

For Example, Volvo motors have spent money for their company to be a banner at the top of the homepage. This advert is interactive as you can click on it and it directs you instantly to the Volvo official website. They’re product is shown to a total exposure as it’s on a search engine and have a greater audience. This isn’t a form of ‘niche’ advertisement because it has nothing in relation to Yahoo, so therefore it’s on a general site. 

Pop-up’s are a form of advertisement which has a slightly different concept. Pop-up’s are an advert which does not have the consent of the website to be there. It obscures the information on that website so the user is forced to close down that window in order to continue. There are also adverts called ‘pop-under’s’ which are similar but they place themselves underneath the content of the website which make it more difficult to read. These are less intrusive. It’s said that banners are less effective as they don’t cover up any information and you can’t close them, where as pop up’s make users force to close them as they intrude on the information. The user will pay a considerate amount of attention to the pop-up in order to close it where they’ll pay no attention to a banner which they have no need to close. A banner would get 2-5 clicks per 1,000 impressions and a pop-up would get 30 clicks on average. A pop-up ad would pay 4-times more to advert on their site compared to a banner. On your toolbar, on tools, you can block any pop-ups that appear as they tend to ‘annoy’ people.

  

Email Marketing

Customer information including email addresses is vital for business. They use different methods to get this information:

• ·         Offers on websites – code sent by email

• ·         Competitions

• ·         Promotion codes

• ·         Online orders 

Business emails the customer direct. [Direct marketing]

·         Sending advertisements regularly.

Email marketing is really useful for businesses but customers and potential customers often see this type of marketing as spam if it is sent as unsolicited bulk emails. So email adverts go into your spam folder or you have to delete them. In marketing terms, the businesses need to make sure that each email is effective:

• ·         Captures the attention of the target market through the use of design features (colour, layout, graphics, and animation).

• ·         Retains consumers’ interest for example by directing customers to additional interactive content such as a video demonstration.

• ·         The speed with which the advert loads is also important.

 

Pay-Per-Click Advertising 

PPC in short. It involves web pages hosting advertising for other companies. If a surfer clicks on the ad, it will be redirected to the advertiser’s website. The web page or website provider will receive a payment, for every ad that is clicked on.

Pay-per-click advertising uses what is known as an affiliate model. This means that the company puts an ad on the affiliate’s web page and in return, the affiliate gets a percentage of the income from any customer that clicks through. Google Adwords and Yahoo Search Marketing are big players in the field. 

Case Study:

‘The cost of Facebook ads depends on a few factors, but generally ranges from $.05 – $5 per click'. Facebook increases the cost of ads based on (a) targeting, (b) bids and (c) engagement’. The more popular your site and advertisement becomes the more Facebook charge you as it makes a greater profit. If there are other competing advertisements willing to also be on the top of  Facebook site then the site that gets more  pay-per-click’s would be advertised over the other one. The most common ads with the most viewers appear on the side of the Facebook toolbar so it’s always there whether you’re playing a game at the same time or chatting or browsing your timeline. These ads vary from $1 – $5 per click.

  http://www.ppbh.com/how-much-do-ads-on-facebook-cost/

Email Marketing Homework

 

Over the past week I got 2 emails from Topshop promoting their new stock and discounts persuading me to buy them and direct to their website in the bid I’ll be tempted to buy a product. I thought 2 emails were not that frequent in 1 week as I’d rather have more emails sent through in the hope something would catch my eye depending on my preferences. So I thought they could’ve sent maybe 3-4 emails a week. I thought the emails were moderately attractive as there were graphics which caught my eye with bold titles promoting the product and big banners saying ‘20% off’ or ‘sale’ which is known to make customers more prone to buying something.

The graphics were fairly bright and I thought the size of the images really put the point across. There were also advertisements hoping for the customer to share the email on social networking sites to promote their product. On the email you could also browse section of the website without directing to the website which I thought was a good way to browse without banners and pop-up’s coming up and beginning to ‘annoy’ customers. I was in some ways tempted to buy a product from which I browsed on the website but I wasn’t too tempted to where I would buy something.