subject: How Do Online Advertising Works? [print this page] How Do Online Advertising Works?
In the earliest days of internet advertising, online ads used to mean only "banner ads". Generally they were the 728 X 90 pixel ads that are still ubiquitous. Around 1998, banner ads were a profitable and easy way to get notice and promote a brand, product or services. With the passage of time, online advertising companies, in their efforts to enhance the advertising services, started developing new kind of internet advertising like sidebar ads, floating ads, targeted ads and many more. The market and reach of internet advertising kept on increasing with the growth of internet usage. This entailed the professional services of an advertising agency, which had in their collection of advertising services, internet advertising as well. In fact, now a days, you will come across online advertising companies who specialize in this field.
Presently, the most popular way internet advertising works are the pay per click (PPC) model and the cost per thousand (CPM) models. Online advertising companies strategically select websites, blogs and other webmasters to place their ads. In the PPC model, for every click on the ad, the host website gets paid a referral fee. The fee depends on the size of the advertising agency. For the bigger ones, the fees are higher and smaller online advertising companies pay lower fees. Unlike the PPC model, cost per thousand doesn't pay for the individual clicks. The advertising agency makes a deal with big hosting websites- facebook or google adwords, and they pay a fee for every thousand impressions. The rate varies, but it guarantees a larger audience for your product, due to the presence and networking of these big brands.
Apart from the usual clicks on ads, there are other ways of internet marketing that are offered as advertising services. You must always select an advertising agency that has a strong understanding of internet advertising and includes it in their advertising services. Efficient online advertising companies must also know how to use search engine optimization (SEO) and search engine management (SEM) so that your website appears towards the top of search engines. This is done by carefully writing the content of the websites, with lots of relevant keywords. In fact, these online advertising companies must also offer below-the-line advertising services like article writing and hosting them on various websites dedicated to articles. These articles can be deep-linked to your websites or any landing page which might be more beneficial to create a powerful impression about your brand.
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