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.


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

Trends and Tips for E-mail Marketing

No wonder the U.S. Postal Service is in trouble — with all the developments in e-mail marketing. Website Magazine reported the most popular e-mail venues, e-mailing’s value, and tips for Q4 e-mail marketing.

E-mail trends. For instance, a study by Litmus indicates the development of three trends in e-mail marketing.

Litmus, an e-mail research company, says the trends from July 2010 to July 2011, include:

– Most e-mails continue to be read via Outlook (37 percent of readers).

– Mobile e-mail is increasingly read by the target audience (15 percent).

– Web and desktop e-mail use is decreasing.

Trailing Outlook are Hotmail readers (11 percent), and Yahoo Mail and iPhone (10 percent), and Apple Mail (8 percent).

E-mail’s value. Website Magazine compared the marketing potential of Web sites and social media to the value of e-mailing, as of Sept. 20, 2011.

There were 3.3 billion daily searches on the 463 million Web sites.

Facebook had more than 800 million members worldwide, of which there are 60 million updates daily. (Now, of course, Facebook has more than a billion.)

Twitter had 300 million members who tweet 140 million times per day, but more than 50 percent of the accounts aren’t active.

Google + had more than 25 million users with 1 billion shares by the users each day.

But e-mail accounts, worldwide, total 2.9 billion – 42 percent of the planet’s inhabitants – with 188 billion e-mails sent daily.

In other words, e-mail is more promising for mass marketers because it represents the highest volume of traffic in communication.

E-mail marketing is king if it executes by accomplishing three goals: 1. The right message. 2. The right audience. 3. The right time.

Tips for Q4 marketing. John Murphy, the president of Chicago-based ReachMail, offers his strategies for retailers to achieve their goals in their all-important fourth quarter.

Mr. Murphy starts by cautioning against sending repeat e-mails in the same category to a consumer who has already made the purchase. Subscriber preferences need to be taken into account.

In essence, his points:

  1. Audit Your List – Don’t keep sending to inactive subscribers.
  2. Update Preferences – Give options to your audience from which to select.
  3. Audience Segmentation – Use the consumer’s history as a basis for sending the right offer.
  4. Test Subject lines – Keep it simple and test different subject lines.
  5. Offer Early Deals – Mr. Murphy suggests sending a “special messaging during October.”

These are all excellent points. The only suggestions I’d add are to maximize your message by including links for social media sharing and videos.

From the Coach’s Corner, here are related tips:

Data for Americans’ New Passion — Internet Videos — If or your clients don’t use videos in your marketing mix — whether for ads or insertion on your Web site — you’re missing out on a mega trend. This data explains why.

Marketing – Have You Considered the Potential of e-Newsletters? — There are several benefits if you include e-Newsletters in your marketing mix. The most salient is that they’re a great way to achieve top-of-mind awareness with your customers. Further, as a form of content marketing, they’re a favorite of B2B marketers. Why? You can control your message and be a leader in your marketplace by cutting the through the marketing clutter with your very own advertising medium.

Are You Hungry for Marketing Ideas to Expand Your E-mail List? — If you’re a WordPress blogger, you know it’s easy to compile an e-mail list. You’ve got ready built-in resources for signups to your feed/atom or feed/RSS on your site. It’s a fairly simple process but it’s not so easy with a standard Web site. Both bloggers and Web site owners can benefit from the same potpourri of strategies to attract visitors and to persuade them to join an e-mail list. Here are 13 ideas.

“Email is the greatest thing.”
-Wally Amos


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.

A 2010 Report Relevant for Advertisers Targeting Online TV Viewers Proves Timeless

Every now and then, one of my pleasures is watching online television, especially the nostalgic black and white versions of the Perry Mason TV series. It was a wildly popular, revolutionary CBS program based on the books by Erle Stanley Gardner.

Now, it’s fun to see how southern California looked in the late 1950s to 1960s – the buildings, streets and, of course, the cars. One of my favorite cars was Perry Mason’s 1958 Cadillac convertible.

perry mason cadillacAs an elementary school-age youngster, it was great delectation to watch the Saturday night drama as we enjoyed Raymond Burr et al as we munched on popcorn or roasted peanuts.

And it was my first inkling that I would later enjoy critical thinking and thought processes. As a gauche pre-teen, I liked to brag: “Hey, I wrote the script.”

More often than not, I could predict who the villain would turn out to be — by simply paying attention to the actors throughout the program.

perry-mason-the-case-of-the-dangerous-dowager-69090911-250Then, I compared them in the closing minutes with the actors shown sitting in the courtroom watching DA Hamilton Burger duke it out with Perry Mason.

You see, the criminal usually turned out to be the person who was not shown in the scenes just prior to Perry Mason’s miraculous courtroom revelation. I kept my secret of how I predicted success from my family for years until they no longer cared.

The series is now a popular online CBS offering. Decades later, I’ve also discovered that I’m not alone in my baby-boomer acceptance of commercials in the online programs, according to a research firm, comScore.

A report dated April 1, 2010 contained good news for advertisers and it proved to be timeless.

That’s comScore’s “Viewers Indicate Higher Tolerance for Advertising Messaging while Watching Online TV Episodes.”

Really? So even in this age of instant gratification in which consumers expect fast, free products and services, there’s acceptance of the concept that online TV has to be somehow financed. Either we pay for the program or we watch the inserted commercials.

“As cross-platform TV viewing becomes more widely adopted, it is important to understand the driving forces behind this shift in consumer behavior if we are to effectively monetize this emerging medium,” says Tania Yuki of comScore.

“While some analysts have suggested that the shift to online video reflects a consumer desire to view fewer ads, our research suggests that in many cases online TV viewers actually have a higher tolerance for advertising messages than they are currently receiving,” she explains. “This finding, of course, suggests there’s advertising revenue being left on the table and that media companies have not yet extracted full value out of the online medium.”

Respondents included a cross-section:

  • Viewers of TV only – 65 percent
  • Viewers of TV and online – 29 percent
  • Viewers of online only – 6 percent

Ms. Yuki concludes viewers of online TV programs would tolerate commercials.

The norm is four commercials minutes an hour, but she says the data shows they would accept six to seven minutes per hour.

What are the motivations for online TV viewing?

  • 74 percent indicated convenience for their schedule.
  • 70 percent cited the convenience of being able to stop and play the programs.
  • 67 percent enjoyed the luxury of fewer commercials than TV.

To read more of the data, see the press release.

As for the old black white Perry Mason series on CBS with commercials, they’re still online.

From the Coach’s Corner, here are related articles on videos:

Best Practices to Ace Your Low-Budget Online Video Conference — When a visual, live discussion is needed, video conferencing is more effective than telephone calls. They are a great strategy and provide savings in time and money for professionals separated by geography. In human resources, video conferencing is a great tool for job interviews and is seamlessly scaleable but relatively easy to conduct even for training with learning labs and breakout sessions.

Tips: Do it Yourself Videos are OK, but Get Help if You Aren’t a Pro — Videos, as a marketing tool, are great because they enable prospects to actually see your business from their computers. You can be seen as hospitable. Videos can help your prospects feel like guests.

Data for Americans’ New Passion — Internet Videos — If your business Web site doesn’t have videos, you’re missing an opportunity for growth. Data from the Interactive Advertising Bureau is enlightening: In America, 11,000 online videos advertisements are watched every second – 23 minutes of video ads a day — a total of 28 billion video ads every month. That’s a 23 percent increase from 2010 to 2014.

Great News for Web Publishers: Video Ad Spending Explodes — The global real-time bidding (RTB) expenditures on online video advertising is forecast to hit $1.14 billion in 2014, according to an independent consulting firm. The Forrester study commissioned by SpotXchange reveals real-time bidding will account for 24.7 percent of U.S. online video advertising spending.

“Video games and computers have become babysitters for kids.”

-Taylor Kitsch


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.

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