online advertising

Different types of online advertising

Depending on the type of advertising you want or require to best promote your business, there is a range to choose from.

Pay Per Click

Search engines recognise your website on their front page. You do this by paying a set amount per click-through. This can be set monthly depending on budget. Your account will have log in details where you can change your advert at any point. Properly run, these campaigns can bring a lot of extra traffic to your website.

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Search Engine Optimisation

This is an online advertising†service provided by many web media companies – although this is very specialist. They will look at your target audience and marketplace, your competitors and the keywords best suited for your business and optimise your website content accordingly for an approved chance of appearing on the first page of the search results. You will pay a fee to the consultants for this service.

Banner Adverts

Usually horizontal bars across the top of a web page, they offer colour, graphics and often animation, together with the ability to click through to the advertiser's own website. Banner adverts have been reducing in popularity lately, as research shows that users don't stay interested for long enough to read all the animation, although static ads with a simple message are still effective.

Sky-scraper Adverts

Similar to banner ads, these advert spaces run vertically down the left or right hand side of the page, allowing the advert to stay in view as the user scrolls down the page. They can also be animated and employ click-through to move users to the advertiser's site. As they are larger spaces, sky-scraper adverts are more expensive than banner adverts.

Sponsorships

Website sponsorship can come in two formats; regular sponsorship where the advertiser has a space to place the logo and company message, and content sponsorship where the advertiser has limited control and submits their own content to the site as well as having an advert on the page. These sponsorships will be for fixed periods, and need to be on targeted websites to reach the right audience.

Online Directories

Normally FREE! The online equivalent of #0099FF Pages, or Industry Directories, these give you basic or enhanced listings on the website. Your details will come up if your sector, location or company name is searched for. Enhanced listings will allow users to click-through to your site. Online directory listings are often offered in conjunction with an entry in the printed version of the directory.

Pop-ups and Pop-downs

These are the small windows that appear when you first get onto a website. Pop-ups appear on your screen in full, pop-downs appear on the bar at the bottom of your screen and you have to open them to get rid of them. Surveys have found that most internet users find pop-up adverts intrusive and annoying.

Interstitial Adverts

These adverts, sometimes referred to as Bridge Adverts, pop up as you move between pages on a site. You have no choice as to whether you view them or not, although you can close them down. Research has shown that click-throughs to advertisers' sites from interstitial adverts is greater than from banner adverts or traditional pop-up ads.

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