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Website Advertising: The Good and Bad

Mar 1, 2008
In spite of the fact that the Internet is so incredible pervasive in today's society and in the business world, the technology is still in its infancy: and website advertising is constantly changing. Many advertisers are just starting to realize how effective and profitable website advertising can really be, and the individuals selling ad spots online often have to rush to keep up with a quickly growing market.

Website advertising can be a mixed bag for your business or project. While there's no guarantee that buying ads on a popular website will launch your sales and exposure to a new level, you can adhere to some guidelines that will help make your online ad campaign a bit more successful.

First, make sure that you're advertising on a website in a similar niche. That may sound like common sense advice to some people, but you would be surprised at how many advertisers purchase space on websites or blogs that have absolutely nothing to do with their product. If you are advertising a microwave oven, you don't want to buy ad space on a political site. Even if the site gets massive amounts of traffic, it won't convert for your advertising and you won't get many clicks. And the clicks you do get probably won't be interested in buying microwave ovens.

Instead, spend some time doing research about the most popular websites in your niche and what their advertising prices are. Don't just jump at the first opportunity you come across, but instead compare traffic levels, prices and ad sizes to make sure you get the best deal possible. Remember: if a website really is getting a lot of relevant traffic, they won't be afraid to share their numbers with potential advertisers.

If the website does not publish their daily visitor statistics publicly, make sure that you request proof of how much traffic they get before buying any advertising. This proof can come in many forms, but the most common is usually a screenshot or printout of some sort of analytical program showing daily unique visitors, return visitors, and etcetera. Once you have this information in hand, you'll be able to make a more educated decision on whether their advertising prices are fair or not.

Additionally, if possible, enquire about the average Click Through Rate for advertisements on their website. Click Through Rate, or CTR, tells you what percentage of visitors to the website generally click on an advertisement. A CTR over three percent is generally acceptable, but if it dips below two percent then you probably need to look elsewhere for website advertising.

Advertising on a website can be profitable and successful for your project or campaign, but make sure you take your time to do some homework before settling on the site that's right for you.
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