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How to Market on Online - Paid Media

Guest post by: Cyle Greenwell

Article Overview: When leaning how to market online, you undoubtedly will run into education and training for how to use paid media marketing. This is not Google or Yahoo search marketing. In fact paid media is practically everything but Google Adwords and Yahoo Search Marketing. Paid media may include banners, ezines, email lists, social media channels, pop-up networks, and small search engines.

How to Market on Online - Paid Media

When leaning how to market online, you undoubtedly will run into education and training for how to use paid media marketing. This is not Google or Yahoo search marketing. In fact paid media is practically everything but Google Adwords and Yahoo Search Marketing. Paid media may include banners, ezines, email lists, social media channels, pop-up networks, and small search engines. With the limitations that Google (and now Yahoo) is putting on their PPC network, many advertisers are scrambling to find other means of getting their website in front of potential customers. The good news is that there are billions of un-purchased advertising spots on websites and in email lists that are seen by your potential customers. YOU DO NOT NEED GOOGLE to market online. You just need to be educated on alternative ways.

As you learn how to market online and with paid media, you'll be exposed to several acronyms. Here are just a few of the most important terms.

CPM - Cost per Thousand Impressions. Notice that the "M" is a roman numeral.

PPC and CPC - Pay per Click and Cost Per Click. Generally referred to the cost required for when a targeted visitor "clicks" on your ad.

CPV (sometimes referred to PPV) - Cost Per View. Targeted contextually and delivered via pop-up ad when a user visits a web site.

Bidded and Fixed Pricing - Pricing model that ads are sold on. Fixed pricing means you pay an agreed upon price before the ad is placed. Bidded pricing means you compete with other advertisers to get more inventory of searchers and a better placement.

CPA - Cost per Action or Acquisition. Refers to an opt-in or trial user to your site.

CPS - Cost per Sale. A commission for a sale produced; like most affiliate programs.

EPM - Earnings per Thousand Impressions.

Insertion Order (IO) - Contract to buy advertising and media.

Solo Ads - Your email ad sent on its own. No competition. No other contextual information (other than your ad) is included.

Frequency Caps - Limits put on how often you want your ad shown to a single searcher. For example, if someone is browsing a website that includes your banner, a 1/8 frequency cap will only allow your banner to be shown to that searcher 1 time over an 8 hour period.

Out Clause - May be added to the IO for banner or pop-up ads to allow for contract cancellation in 24-48 hours.

RON - Run of Network. Generally, non-targeted ad display across several pages of a single website or across several websites of a single network.

ROI - Return on Investment. Revenue generated from advertising divided by the cost of advertising equals ROI. If you earn $50,000 and spend $40,000 ($50,000/$40,000), your ROI is 1.25. You have earned 1 ¼ times what you spent.

Interim Ads - Squeeze pages or landing page banners you test before sending a sales letter.

Now that you understand some of the terms associated with how to market online and with paid media, let's take a look at some great alternative ad sources (other than Google and Yahoo).

Bing .com - The 3rd largest search engine, but much less restrictive and competitive than Google and Yahoo.

LeapFish .com - An up-and-coming search engine with unique features.

Ask.com - Just another smaller search engine.

Yahoo! UK and Ireland - I haven't used it yet, but it may be an alternative to the original Yahoo.

Advertise.com - Previously known as ABCSearch.com.

AdBrite .com - Cheap traffic.

MediaTraffic .com

AdReady .com

ArcaMax.com

Clicksor.com

AMPKeywords.com

AdBuyer.com

Pulse360.com

Though this is not a complete list of paid media sources, it is a start to learn how to market online. Do your due diligence with each of these websites and networks. Not all of them work the same and not all of them create equal results. Remember to test everything. When possible, contact a sales rep at these sources and ask them for a trial run for your ad before you spend hundreds or thousands of dollars with them.

As always, have fun!

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Article Tags: email lists, google adwords, how to market online, online marketing, search engine marketing, yahoo search marketing



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