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WEBSITE MARKETING

Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget
By: Katie Gatto
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    2010-02-19

    Table of Contents:
  • Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget
  • Ad Buying Considerations
  • Ad Buying Examples
  • Ad Buying on a Larger Budget

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    Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget


    (Page 1 of 4 )

    Creating an ad campaign is a very complex issue.There are a lot of factors that need to be addressed when you are creating a campaign. Sadly, in most campaigns there is one factor that tends to trump them all. That factor is your budget. While in a lot of ways budget has to be a key factor, it does not have to keep your advertising campaign small and ineffective. You can make a great campaign at any monthly budget.

    In this piece we will examine some of advertising options that are available to you. After we talk about what is open to you in terms of options, we will look at how you can execute these campaigns on various levels of monthly budgets. That way you can see how to get it done in the real world.

    Step One: Figure out what type of ads you want to place by payment model.

    Online ads work on two very different methods of payment. Understanding those methods of payment is key to figuring out if a specific ad campaign is right for your needs. The two most common types you will encounter are pay per impression (PPI) or pay per click.

    Pay Per Impression

    The pay per impression model allows for a small set fee that is charged to you each time an ad is shown on the network or site. This model has the advantage of allowing for the maximum amount of views in any given month. It does have a significant down side, because you may be charged for ads that are not getting much of a response from end users.

    Pay Per Click

    The pay per click model only makes you pay out when an ad is clicked on. This has the advantage of allowing you to pay only for a result. It also has the disadvantage of an auction system. If you bid low on words, your ads may not be displayed at all.

    Choosing between these two options can be a very personal decision. In a competitive niche, pay per impression may be more cost effective. If, however, your keywords are more obscure, and you have little bidding competition, then pay per click may be right for your needs.

    What about set fee ads?

    Set fee ads run on a specific spot on a website for a specific duration and a set length of time. That means you rent out a specific piece of a site, but you pay the same no matter what the number of views or clicks. These ads vary wildly in price and effectiveness from site to site. If you choose one of these arrangements, then you need to be specific on the following details.

    • Average number of visits per month to the page your ad will be on.

    • Specifics of the ad size that you are buying and its placement.

    • The ad run duration, including specific start and end dates.

    • The rate at which you are buying the ad.

    Once you have all of that, you will have to evaluate for yourself whether or not the cost is worth the benefits. Just keep the site's user population in mind. A site with a highly targeted group of very relevant users may be worth the cost.

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