Graphics Reference
In-Depth Information
after you make the purchase, some others will require you to run
your ad through their approval processes before it is launched.
Contextual Advertising
Some search engines offer another extremely valuable option that
you can sign up for: contextual advertising. At the time of purchas-
ing your search terms, you can also spend a little extra marketing
money to have your microsite show up in ads that are running on
other sites. Blogs are a great place to find contextual advertising
happening, and if you
'
re familiar with Google AdSense, then
you
ve seen an example of contextual advertising in action. The
way it works is that the search engine has a system running that
reads the content of the site on which the ad is being shown.
If that system finds terms that match those that you
'
ve purchased,
a link to your site will be included in the rotation of ads on that
particular site. Contextual advertising is so valuable because it
'
'
sa
winningsituationforeveryoneinvolved.Everytimeauserclicks
on one of these ads, the site that is running the ads gets revenue,
the search provider generates revenue, and your client
smicrosite
gets another visitor and possibly a new customer. On top of that,
the chances that a visitor will be interested in your client
'
sbrand
are fairly high due to the search for relevant terms on the site they
are already reading.
'
Banner Ads
Using banners to attract visitors involves more than simply creating
a link in an ad and hoping people accidentally click on it. You defi-
nitely shouldn
t trick them into clicking your ad by presenting them
with a fake close button, a fake form to fill out, or anything else
along those lines. Tricking your users into visiting your site will
only turn them against your client. Instead, your viewers should be
enticed or intrigued enough by your banner that they want to visit
the site at their own will.
'
Design Matters
The design of your ads will have a huge impact on whether or
notpeoplewanttointeractwithitandvisityoursite.Iftheyfind
the ad
human nature makes them much more likely
to be tempted to click on it to see if the destination is just as
nice. They will also be quicker to click on an ad that clearly lets
them know that they are going to be taken to a place they are
interested in.
“
attractive,
”
