Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget - Ad Buying Considerations
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Now that you know about the types of ads in which you may want to invest, we can look at some of the other important factors that you need to consider when choosing to buy an ad. Some of those factors are discussed below.
First, consider the site on which you are getting ad space. If you are buying from a broker like Google AdWords or Facebook, then you have an idea of where your ads will be specifically. It is when you buy from an ad broker network or a site directly that you want to get the specific URL where your ad can be found. Do not just accept a generic term, like "on the site."
Next, find out the location on the page. The effectiveness of an ad is strongly impacted by where the ad is found on a site. It is not too surprising to find that ads lower on the page have a lower view rate by end users, despite the fact that all the ads will load when the page does. If you take a low page placement, it is much better to be paying per click and not impression.
You should also find out the number of times your ad will be shown. The question here is, do you own the spot solely, or will you be rotating in and out with other ads? There is nothing wrong with rotating ads per se, but you need to be sure. Expect search and context-based ad programs to all be on a rotating basis. Bidding systems are a form of rotation.
You will also want to know your ad's frequency of display. If you choose to buy from a generic ad pool on a site, you want to be sure that your ads are well distributed over the time period. The last thing that you want is four of your ads showing up at the same time for three straight days, and then never again -- unless you are doing a big blitz for a time sensitive event, but that would be well-planned in advance.
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