{"id":4048,"date":"2014-05-08T18:22:40","date_gmt":"2014-05-08T18:22:40","guid":{"rendered":"http:\/\/www.marketingteacher.com\/digital-marketing-and-promotion-internet-advertising\/"},"modified":"2023-07-10T15:40:08","modified_gmt":"2023-07-10T14:40:08","slug":"digital-marketing-and-promotion-internet-advertising","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/digital-marketing-and-promotion-internet-advertising\/","title":{"rendered":"Digital Marketing and Promotion: Internet Advertising"},"content":{"rendered":"<h1>Digital Marketing and Promotion: Digital Advertising<\/h1>\n<ul class=\"lessonlinks\">\n<li class=\"lesson active\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483digital-marketing-and-promotion-internet-advertising\/\">Lesson<\/a><\/li>\n<li class=\"exercise\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483exercise-internet-marketing-and-promotion-internet-advertising\/\">Exercise<\/a><\/li>\n<li class=\"answer\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483answer-internet-marketing-and-promotion-internet-advertising\/\">Answer<\/a><\/li>\n<\/ul>\n<p>This lesson looks at ways of increasing the popularity of your   website by looking at <strong>external sources <\/strong> of Internet Advertising.<\/p>\n<h2>Pay-Per-Click Advertising <\/h2>\n<p>Google Adwords.<\/p>\n<p>Google Adwords is a cost-per-click (CPC) online advertising program.   Essentially that means that   you decide upon a keyword that relates closely to your product or   service.<\/p>\n<h2>Affiliate Marketing.<\/h2>\n<p>Affiliate Marketing is where an organization offers and incentive to   other web-based organizations to market   the products or services that it offers. So a company selling surfboards   could have an affiliate program that   is offered to other web-based organizations that offer information on   surfing destinations. The affiliate program   is supplied by one organization &#8211; whereas the &#8216;affiliate&#8217; is the website   that promotes on behalf of the   supplying organization. <\/p>\n<p>Put simply &#8211; affiliate marketing is a basic agency arrangement. There   is rarely any pay-per-click cash, but affiliates   tend to take a commission on any goods sold as a result of the click.   What does it look like? Affiliate marketing sees a   banners advert or a text advert placed upon an affiliate&#8217;s website. When   the advert attracts a click, the visitor is taken   through to the site that originated the affiliate program. No cash   changes hands until there is a sale, but affiliate   rewards tend to be higher than regular pay-per-click. Commission   Junction (CJ) is a well-known example of an Affiliate  Marketing company. CJ acts as an intermediary between affiliate program.   suppliers of all types and sizes. So if you   have a successful website, that does well in the search engines and is   popular with visitors, you should register with   CJ and place affiliate adds onto your site. Click here to   visit Commission Junction.<\/p>\n<h2>Offline Promotions Strategies.<\/h2>\n<p>Of course to promote website you should also consider offline   promotion strategies such as those used by non-  Internet businesses. Our Lessonstore contains lessons on <a href=\"https:\/\/marketingteacher.com\/staging\/5483promotion\/\">Promotion<\/a> (as part of the <a href=\"https:\/\/marketingteacher.com\/staging\/5483marketing-mix\/\">Marketing   Mix<\/a>) and also <a href=\"https:\/\/marketingteacher.com\/staging\/5483introduction-to-marketing-communications\/\"> Marketing Communications<\/a> (and its own mix).<\/p>\n<p>Here a selection of other suitable approaches to offline promotion:<\/p>\n<ul>\n<li>Create a media release or announce a media conference   regarding your website. <\/li>\n<li>Advertise using other media such as TV, billboards, radio,   newspapers and magazines, or the cinema. <\/li>\n<li>Send out direct mail shots and run campaigns. <\/li>\n<li>Print your domain name and e-mail contact addresses upon all   of your corporate material. <\/li>\n<li>Offer free products and services. FREE is one of the most   powerful words in marketing. <\/li>\n<li>Provide free material e.g. fact sheets or guides that could   be posted or e-mailed to customers. <\/li>\n<li>Offer competitions or quizzes (with prizes when possible). <\/li>\n<li>And many, many others&#8230;<\/li>\n<\/ul>\n<p> Using Google&#8217;s tools, you price how much   it would cost your per-click for your chosen keyword &#8211; this could be 10   cents, $1.50 or more, depending on the popularity   of the keyword. So the keyword &#8211; &#8216;marketing&#8217; &#8211; would be more expensive   than the keyword &#8211; &#8216;marketing cheese china&#8217; &#8211;   because of its level of popularity. You then allocate a budget, and pay   Google by credit card. You can control the   length of your campaign, or end it as soon as the money runs out.   Alternatively, companies often opt for the services of a specialist   agency in PPC   management<\/a> (Pay-Per-Click management) or recruit a verified Google   Adwords Professional<\/a>. <\/p>\n<p>Q:Where do my Adwords adverts appear and what do they look like?<\/p>\n<p>Adverts appear alongside Google search results &#8211; so go to Google and   search for &#8216;marketing.&#8217; The ad&#8217;s appearing   along side the main search results are CPC. Ad&#8217;s also appear on selected   content websites &#8211; such as www.chichesteruk.com   &#8211; look at the adverts along the top, and down the right hand column &#8211;   this is where ad&#8217;s based upon the keyword &#8216;Chichester&#8217;   would appear. You only pay for adverts that get clicked &#8211; not for page   views &#8211; so you pay nothing if your advert is simply viewed. <\/p>\n<p>There is also an opportunity for &#8216;Smart Pricing&#8217; whereby you pay more   for the advert if a sale is guaranteed e.g.   you have a website based upon fishing &#8211; you write a review of a new type   of fishing rod, the visitor then   sees an ad for the same rod in an Adwords text ad running on the &#8216;same   page,&#8217; then clicks on it &#8211; and buys   from the advertiser. <\/p>\n<p>Adwords is a very targeted and controllable way of online advertising   &#8211; hence the huge rises in income and profit for   Google over recent times. <a href=\"http:\/\/www.google.co.uk\/intl\/en\/ads\/\" target=\"window2\" rel=\"noopener\">Click here to go to Google Adwords.<\/a><\/p>\n<h2>Search Marketing.<\/h2>\n<p>Overture and Yahoo!<\/p>\n<p>Overture is the Yahoo equivalent of Google&#8217;s Adwords. Now known as   Yahoo! Search Marketing, Overture has a series   of sub-products that make up its digital marketing program. Here are   some examples:<\/p>\n<p>(a) Sponsored search &#8211; displays your advert at the top of the search   engine results. So your potential customers   search for a &#8216;keyword&#8217; and your advert appears at the top of the results   page (this is very similar to Adwords).   Again, as with Adwords, the advertisers bid against each other to obtain   the position that will generate the most   convertible traffic to their site. Popular keywords will cost more &#8211;   obviously.<\/p>\n<p>(b) Local Advertising &#8211; gets your business listed in Yahoo&#8217;s business   directory. So if you wish to promote products   in specific regions next to specific search keywords, this is a very   targeted geographical service. <\/p>\n<p>Overture has many other similar services such as Search Submit,   Product Submit, Travel Submit and Directory   Submit that could be considered. <a href=\"https:\/\/advertising.yahoo.com\/\" target=\"window2\" rel=\"noopener\">Click here to   go to Yahoo!   Search Marketing (Overture).<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are many ways to use the Internet as a new medium for Advertising. This lesson considers<br \/>\nPay-Per-Click (or Cost-Per-Click) Advertising, Affiliate Marketing, and touches upon the range of traditional Offline Promotions<br \/>\nStrategies that will help to promote a website using more offline media.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-4048","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4048","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4048"}],"version-history":[{"count":1,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4048\/revisions"}],"predecessor-version":[{"id":7507,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4048\/revisions\/7507"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4048"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4048"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}