There are only really a few forms of online advertising if you organise the different ways according to transaction style.
Banner ads are a message designed to convey a message and usually to attract a reader into clicking-through to the particular website page with more information. The ad itself is like a printed display ad but online. You pay a fixed fee, often monthly, to the website that hosts your ad. Some banners are static and composing of just one picture and word frame, and some are animated or consisting of oscillating pictures and messages that might even imitate a movie.
Your ad can be used for branding or for lead generation or for both. The important thing to remember is that you’re chasing a few outcomes: you’re chasing a good reach of the right people, good value per ‘impression’ or per person who might see your ad, and a good probability of a reader clicking-through to where your banner ad directs them to.
Our agenda is to create banner ads for you that pursue specific sales and branding briefs. If you don’t have that brief, we can help you establish one so that the ad still adheres to real and tangible objectives.
Pay Per Click advertising
Pay per click advertising means you pay not a fixed fee but a smaller fee if, and only if, your ad is clicked on by a reader. Google advertising is the most common form of pay-per-click or PPC advertising. A Google user conducting a search for something related to what you sell might see your ad in the sponsored links section and click on the ad. Google charges you a small fee and the searcher is taken to the website page your ad directed them to.
PPC advertising is a lot less about branding and a lot more about lead-generation. It’s designed as a measurable and results-orientated direct response advertising tool.
We have Google Certified staff members who can set up, optimise, monitor and manage your Google-driven PPC advertising.
Affiliate programmes are a little like PPC campaigns in that many different affiliates might be utilised who show your ad and they are paid only if their instance of your ad gains a click, a form enquiry or even a sale. The variety of potential affiliate deals is technically as wide as there are potential websites that might be relevant to you and your market. But few deals are actually struck and they require thought, due diligence, measurability and management.
Other formats and terms
Pop-up ads are ads which open a new window or a sub-window that overlays the window you’re looking at. Opening a new window that might be unexpected is probably not a format you necessarily want for your branding. But floating ads are common and easily closed by the website browser.
Interstitial ads appear within a browsing experience and often between sections of an article or between pages. Ads between sections of a news article are a god example. They don’t necessarily impede the reader’s experience so they’re unlikely to counter your branding.
Video ads are what you see at the beginning of videos like Youtube clips. They might be generic or they might be related to the themes or substance of the host-video you’re watching. These are often short in length and users expect them.
Advertorials are an online format of an old idea that still works well. It’s an article that is sponsored and essentially a large advertisement that renders value or interesting reading. It can be an effective advertising means.