Internet Advertising Comes in Two Flavors ? Pay Per Click and ...

Pay per click advertising is a popular tactic for promoting Web sites, but it isn?t the only type of online advertising for a business to use.

All advertising is a combination of branding and response. A TV commercial brands a car model, and the hoped-for response is to go to the dealership (a lead) and buy the car (a conversion).

But what about online branding and response?

Pay per click with Google AdWords or other major contextual advertising sites is almost entirely response ? meaning it?s all about getting people to click ? but there is some branding in there, too. Just look at the typical ads on a Google search and you will see the name of the Web site address in green type at the bottom of the ad. It isn?t clickable, either.

The other online tactic that addresses branding is graphical banners. A graphical banner can be low on response, but it is very high on branding.

A banner ad makes sense to build awareness of a product, service or company.

So if you have a business to advertise online and are figuring out how to spend money to promote it, ask yourself a few questions first:

Do you want people to get to know the name of your store, product, service or company?
Is name awareness important to you?

If so, consider image banners for your campaigns. Otherwise, if you simply want to make sales and not worry about branding or name awareness, go with pay per click ads.

For more information about building effective Web sites, click:

- Internet marketing and online management for tips about online promotion, advertising, site development and search engine optimization.

Scott Bateman is a professional journalist and online publisher with 29 years of experience in media including newspapers, radio stations and television stations. He has worked extensively for two major media companies and has launched numerous Web sites for media, local businesses and non-profit associations.

Source: http://www.1directory.net/internet-and-businesses-online/pay-per-click/internet-advertising-comes-in-two-flavors-pay-per-click-and-banners-16116.html

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