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IT Tips with Marcin Kulik - Introduction to online advertising

Last update - Sunday, April 1, 2012, 13:42 By Marcin Kulik

In the current market, many online businesses use paid advertising to increase their visibility and give a boost to their revenue.

Indeed there are many advantages to online advertising compared to traditional print advertising. And with good understanding of how it works, your campaigns can be very cost effective.
There are few different types of online advertising, the most popular being banner ads and paid search engine positions.
Banners give you greater flexibility in terms of content and the presentation of what you offer. You can use images and animations, even video, to catch users’ attention. On the other hand, paid search engine positions can provide you with a more targeted audience, who are already looking for the kinds of products or services you offer.
To make an analogy with traditional advertising, banner ads are like the big ads you see in newspapers or magazines, which doesn’t guarantee that people will pay attention, whereas paid search engine positions are like being mentioned in an article related to your service, so that anyone who reads it will read your ad.
The most common methods of purchasing online advertising space are pay per click (PPC), pay per impression (PPI) and fixed fee. The latter is the most straightforward method, where you simply agree on a fixed fee for the duration of your ad on a given website.
With PPC ads, any time a user clicks on your ad you will be charged. This is the most popular method, simply because you are getting the clearest view of the effectiveness of your advertising campaign.
Meanwhile, with PPI ads the advertiser will offer you a package of page impressions, which means any time a user opens a page with your ad displayed, you will be charged. However, it doesn’t mean that the user has seen or responded to your ad.
Be sure to read the next edition of Metro Éireann for a deeper look into paid online advertising.

Marcin Kulik is the owner of MK Design Studio, a creative web design agency based in Malahide Co Dublin.
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