Internet Marketing - PPC and Banner Advertising

Many people understand the concept of internet marketing

, but the inner workings of the field are often murky to those who are preoccupied with the day-to-day operations of their businesses. Defining some internet marketing terms will assist organizational decision-makers with choosing the best online marketing options for their businesses.

Internet marketing, also known as web marketing, online marketing, and Search Engine Marketing (SEM), is simply the marketing of products or services on the internet. This very broad definition includes numerous web advertising subspecialties.

Pay-Per-Click (PPC) Advertising: PPC ads are the ads you see on the right side of the page (and sometimes at the top of the page) when you perform a search on Google, Bing, Yahoo, or any other search engine. They are called pay-per-click because the organization only pays the search engine advertising company when you click on the ad. The price of PPC ads is determined via a bidding system based on the demand for particular keywords.

Organizations benefit from PPC advertising because it is targeted to prospects who enter keywords that are related to the organization's business. For example, if your business is a driver education company and you purchase the keywords "traffic school," your ad will not appear when the search term "family vacation" is entered. This means that companies typically receive better value for their advertising dollars than they do in, for example, newspaper advertisements, which cannot be as carefully targeted. PPC ads can be limited to particular geographic areas, which gives small businesses and non-virtual storefronts better ROI. The performance of PPC ads can also be easily tracked, allowing you to tweak your advertising on a real-time basis if needed.

Banner Advertising: Banner ads are similar to PPC ads in their placement, but the organization pays the advertiser (often an online newspaper, online magazine, or industry website) a cost-per-impression fee. This means that the company pays when users view the ad by going to a particular webpage, whether users click on the ad or not. Banner ads are frequently offered as ad-ons or an extra value when an organization purchases other advertising from the advertiser. They are an excellent value for businesses who want to brand their product because readers will subconsciously associate the product with the content on that page.

Banner ads benefit companies because they can be targeted towards website users with a particular interest. For example, Toyota might advertise on CarandDriver.com (and can brand their product further by placing a banner ad on an article about cars with great gas mileage); Nikon may place banner ads on Best Buy's camera page. Banner advertising results, like PPC ad results, can be traced, which is impossible with comparable real-world advertising such as billboards.

Rachaelle Lynn has over 15 years' experience in marketing and con

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Internet Marketing - PPC and Banner Advertising

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