A lot of information is available online, which increase the awareness about the products, services and the lifestyles of the people. Internet serves as a channel which extends beyond communication to transaction and distribution. People can select through website, purchase online and pay online. The online advertising of the products and services increases the business profit in multifold.
A type of business promotion where the customers are attracted by delivering marketing messages by using Internet. Many numbers of businesses have started to advertise the products and services online through Internet technology.
An online Ad can be published in s step-by-step process. The online Ad can be created and posted by the Ad publisher by the following steps:
The analysis of various domains is performed by the marketing team.
The advertiser takes the decision based on the results of the analysis:
The Ad space availability status, space profile, location, presentation, scheduling method, frequency, etc are recorded in Ad space list created.
The online Ad space is determined by the Advertisers and the publishers. Ad space trading is of three types:
For the online Ad space, advertising schedules are created and maintained by the online publishers. The online publishers help the advertisers in booking, purchasing and confirming the various schedules for online advertisements.
The advertisement is collected from the advertiser and the specified ad spaces are materialized by displaying the advertisement in accordance with the specified schedules by the publisher.
The ad spaces are monitored and measured. The performance of the ad is evaluated regularly by the analyzer by collecting the data and evaluating the viewer’s effectiveness, popularity, Ad space management etc.
For the published online Ad the publisher is paid as per the pre-decided terms of payment.
The marketing team is enabled to analyze the readings of the Advertisement Performance measurement by measuring the performance of an online Ad.
The following facts are uncovered by the performance measurement:
The performance metrics of Online Ad are as follows −
Clicks – The number of times the viewer clicks the Ad is Clicks, which is considered as the acknowledgement of the Ad by the viewer. It is indicated that the ad is been viewed by the user and is interested for further information.
Impressions − It is the number of times the Ad is displayed on the web page.
Click Through Rate (CTR) – It indicates the ratio of Ad clicks to Ad impressions. The Ad is considered to be more relevant, when the CTR is high.
Cost Per Click (CPC) – For each click of the Ad, the amount being paid by the advertiser is Cost per Click. The amount of payment is determined by the number of clicks. It is always advisable to maintain lower CPC.
Cost Per Thousand Impressions or Cost Per Mille (CPM) - It is the amount the advertiser pays for thousand clicks.
Return On Investment (ROI) − It is (Return – Investment) X 100. The higher ROI is better.
In many ways online advertising is advantageous than the conventional advertising:
Online Marketing Related Tutorials
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Online Marketing Related Interview Questions
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