9 Tips to Evaluate Online Advertising Options



Are you at a point at which you want to advertise your company on the Internet? But you’re unsure which sites are the best for you?

The options are endless and can be confusing. The last thing you want to do is to market a product or service that doesn’t reach the right people.

Savvy media buyers verify the representations of the advertising salesperson because there are a lot of criterions to keep in mind.

It’s important to consider numerous metrics for due diligence in online media buying.


Here are nine considerations in order to choose the best site for you to insert your ads:

1. Reputation

Are you comfortable with the site’s image? Is it an authoritative Web site where serious journalism is practiced?

If you sell big-ticket products or services, a major media site is often a safe choice. That’s my preference but others might be better for your objectives.

You’ll want to advertise on a site with a solid foundation for a long-term advertising partnership.

In this way, you’ll get many years of preferential treatment and a better return on your investment.

2. Site’s focal point and content

You can carefully read the site’s content to see if it’s compatible with your marketing targets.

3. Keyword analysis

Figure out if the site’s key words are similar to yours by using a custom Google search.

4. Check the site’s advertisers

Look for the right signs. For example, if you’re concerned about maintaining a sophisticated image, you’ll want to make sure the other ads won’t embarrass your company. In other words, if the advertisers aren’t compatible with you, such as a consumer debt-lawyer, you might not want readers to cast you in the same light.

Also, check to see if the other advertisers are aimlessly targeting a vastly different readership.

5. Evaluate the site’s search-engine optimization results

Even though you’ve checked the site’s use of keywords, assess its prominence. The site should be No. 1 on the search-engine’s first page of results.

You should check its Google Page Rank (PR), which is determined by such factors as the site’s age, relevant value and quality, freshness of content and download speed, etc.

If you’re a small advertiser in a highly specialized niche, a PR of 3 (on a scale of 1 to 10) might be acceptable. But if you have a more aggressive goal with a bigger budget to invest on an authoritative media site, look for a PR of 6 or higher.

6. Assess how the site promotes itself

Is the site up-to-date on use of social media? Look for the sharing buttons for readers to use such as Twitter, Facebook and LinkedIn.

7. Volume of ads on each page

Make sure your ad wouldn’t be buried in a massive clutter of advertisers. Ask about the site’s ad-volume policy.

8. Check to see if the site sells ad space via networks

Make sure the majority of the site’s ads don’t have an “AdChoices” icon in the upper right corner. The icon means that the site makes ad space available to ad networks.

In which case, the site usually doesn’t get paid unless readers click on the ads. This means you can buy ad space very inexpensively and indirectly through a network instead.

9. Look for the link to the site’s advertising information

Publishers usually have an information page for advertisers. If it’s prominent and easily spotted that’s a bad sign. It means the site has a lopsided focus to attract advertisers, instead of focusing on the desires of its users.

By using these nine tips, you’ll be able to arrive at a decision that’s best for you.

From the Coach’s Corner, here are more advertising topics:

Marketing Tips to Run Your Online Business for Higher Profit — E-commerce has made it possible for entrepreneurs to get a fast return on their investments with higher profits. Here’s how they do it.

Marketing Psychology: Choose the Best Colors for Online Sales — Here are color tips to improve visitor experience and to capture customers – including a great infographic on 40 facts about the psychology of colors.

8 Ways to Get Transparency from Your Retargeting Campaign — If you’re a major advertiser, you probably use behavioral remarketing or retargeting strategies. That’s to reach prospective customers based on their Internet searches, if they leave your Web site and don’t buy from you.

Secrets for Success in Advertising: Creating 5 Perceptions — There is evidence that links advertising quality and execution to making the cash register ring, and it shows creative counts more than the media plan.

The three key rules of marketing are brand recognition, brand recognition, brand recognition.


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.





Photo courtesy of Ambro at www.freedigitalphotos.net

Seattle business consultant Terry Corbell provides high-performance management services and strategies.