It is a sure bet that if you’ve spent any time researching paid advertising platforms, you’ve been bombarded with claims of the profit-making potential of one advertising program or another. As with any other piece of information which comes our way, such claims must be measured against ‘the feather truth’.
Forgive my melodramatic use of such terms however, we are going to examine first strategic advertising placement and next, what companies actually deliver on promises of highly targeted traffic. To begin with, online business regardless of geo-targeted keyword industry must have a general idea of not only what customers are looking for but more importantly, how they search for it.
We write this article assuming the reader has a general idea of what potential customers are looking for. That leaves us free to deal with the real issues which plague both online and offline business – getting customers to not only make a purchase, but establish repeat buying patterns.
Geo-targeting, through the use of keyword queries more commonly known as search, is the way 92% of online buyers find products. There is a another advertising platform which seems, despite BILLIONS being made each year by advertisers and publishers, not to receive as much attention as does more well-known strategies such as paid search – content advertising networks.
Content network advertising is a highly technical way of describing those flashy or text-based ads we’ve all seen on various websites. Before going any further, it is necessary to explain how this relationship between advertiser and publisher works. Website owners (webmasters) have space on their sites to display advertising.
A few run their own ads but many partner with third parties who serve ads on their websites. In return for this space, webmasters are paid a pre-arranged fee.
Those placing ads are obviously ‘advertisers’ and those who sell space are ‘publishers’ or ‘ad publishers’. From an Internet marketing perspective, it is the ultimate ‘win-win’ situation! Now that you’ve heard some great news it is time for some less desirable revelations. Most content network advertising platforms are ineffective at serving (placing) appropriate ads to website content as well as micro-targeting customers most likely to purchase keyword driven products and services.
To provide clarity – imagine arriving at a website because you are searching for information on microwave ovens. The site letter provides the exact information you searched for and you are now ready to purchase one.
However, you notice flashing ads on the websites, again solely based on microwave oven information, and they are advertising video games! With that said, it is my extreme pleasure to introduce my company, Sureway who has partnered with Banner Broker. As you’ve probably figured out by now, I am very picky and critical of services which make claims and don’t measure up. However, it is with pride I put forth that Banner Broker isn’t a company which fails to deliver on the promise for advertisers and publishers.
The marketplace scenario described with the microwave and video games will not happen with this company! Why are relevant ads being served important? If a company serves irrelevant ads on your web property that means visitors will click on those ads and webmasters earn money.
As advertisers are concerned, when such companies serve irrelevant ads the best case scenario is someone clicks and you get brand exposure and worse case, no one clicks and you receive no ROI or brand exposure let alone revenue.
Banner Broker realizes the importance of this concept and has a network of thousands of websites for any product or service the advertiser has and relevant ads to meet the needs of publishers.
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